Presented by Cliff Tillery Oct. 30th, 2013

The Social Media Mix: What’s Right For Your

BusinessMake It Loud- Digital Marketing Ninjas!

Cliff Tillery, MBA

First and foremost…a shmoe B.S. In Journalism/Advertising Worked at the in-house ad agency down at

America’s Mart M.S. in Counseling Education MBA in Management/Marketing First guy to do SEO at Make It Loud

Who Is This Guy?

Seems like a big time waster …because…IT IS! Well, it CAN be… But, that’s where your target market is The real ROI- Do you want to be in business

in 5 years? Recent findings: only about 17% of

businesses are strategic about the social media implementation

Less than half are tracking the ROI of social media

Social Media…Why?

These are the questions every business needs to answer first

Who is my target market? What do I want to say to them? Why do I want to say it? Where do I say it?

Who? What? Why? Where?

When we ask that, we get a lot of looks like a cow at a passing train

If you don’t know who your target market is, then you’re taking a shotgun to sniper school

Being general about it doesn’t cut it Know the basics about them

Who IS Your Target Market

Male or female Age Marital status Education Occupation Household income What do they like?

Dislike? What are their hobbies? What do they do in

their spare time?

Do they have pets? What sports do they

watch, if they watch them at all? Where do they live?

Where are they from? Their nationality?

What’s their culture? Most

importantly: What are their PAIN POINTS?

What To Know About Your Target Market

You need to do your homework Yes, I said homework (or…wait for me to do

it for you!) Too much data, but plenty is outdated

because things change so rapidly Take the numbers with a grain of salt

So Many Social Media OutletsHow Do I Choose?

Go Where The Herd Is….

Percentage of B2B Marketers Who Use Various Social Media

Confidence GapEffectiveness Ratings Among Users

Find the tone of your business Make sure your voice is consistent with your

brand. (i.e. a formal voice for a casual product or vice versa)

Be consistent Establish yourself as an industry expert (I’m

supposed to say that) Make it interesting, fun and engaging (and

occasionally, plug what you do-◦ 1 post out of 5

The What?

Results: more money, calls, prospects, Tactical: more website traffic, Facebook

likes, etc. Goals must be measureable and timed Example: Increase website traffic by 25% by

adding social media content starting posting by Nov. 1, 2013.

The Why? …MORE!

LinkedIn Stats-Started 2003 LinkedIn has 200 million members worldwide. The network is growing by 2

members/second or 10-15 million members per quarter.

50 million unique visitors each week Average income is $86,000/year. 25% of all employee profiles views are from co-

workers. Three out of four users want to be approached

for other job opportunities. People visit LinkedIn.com more by computers at

home (66%) than computers at work (34%).

1% of the addicts are responsible for 26% of all traffic! The average user spends 7 minutes and 22 seconds on the website.

Fastest growing demographic is new college graduates

87% trust Linkedin as a source of information affecting decision making

49% find it to be a good source for word of mouth information on brand experiences

Exceptional networking tool

LinkedIn

Linkedin: Who You’re Dealing With

Linkedin: From Where?

Business Networking Prospecting- sales. Find the right contact Brand awareness Business promotions (um, boot camp

announcements) Start or join conversations about your

business (with or without your website attached)

Cyberstalking (eh, probably not much money in that)

Why Use Linkedin?

Best Times To Use Linkedin Right before and right after work hours Tuesday and Thursday typically get the

most social media traffic from business owners

Post during work hours receive the least amount of traffic

Best Times: 7-8:30am & 5-6pm Worst Times: Mon & Fri- 9am-5pm

Too Big To Ignore- 1.5 BILLION users (128 million in US)

4.5 billion likes generated daily ◦ a 67% increase from August 2012

699 million people log onto Facebook daily◦ a 26% increase from 2012

There are 819 million mobile active users◦ a 54 percent increase from 2012

Age 25 to 34, at 29.7% of users, is the most common age demographic.

Facebook Facts- 2004

When logged into their Facebook account, users talk about:◦ food, restaurant, and grocery stores (38%)◦ technology products (26%)◦ sporting, outdoor and athletic gear (15%)◦ children's toys and games (12%).

68% say a positive referral from a Facebook friend makes them more likely to buy a specific product or visit a certain retailer

What Are They Talking About?

Electronic Word Of Mouth…

Facebook users are 53% female and 47% male

Among U.S. Internet users, 73% with incomes above $75,000 are on Facebook (compared to 17% who are on Twitter, and 13% who are on Pinterest). 

Nearly 75% of U.S. Internet users who have had at least some college education use Facebook

66% of millenials (15-34) use FB

Facebook Users

Five new profiles are created every second. Average time spent on FB per user=8.3

hours/month FB mobile=15.2 hours/month Average number of likes per user=40 Number of FB Users that log in daily=76% There are 83 million fake profiles Percentage of users that get their news

from FB=30%

Facebook Facts

50% of 18-24 year-olds go on Facebook when they wake up.

80% of mobile users check their phones early in the morning.

Highest traffic occurs mid-week between 1 to 3 pm

On Thursdays and Fridays, engagement is 18% higher.

Check out Facebook Insights Best times: Weekdays 6-8am; 2-5pm Worst times: All weekend; 10pm-4am

Posting Time Matters

About a billion users with 500 million tweets sent daily

Split between genders Highest number of users: 27% of 18 to 29-year-

old Internet users in the U.S. Compared to 16 % of users in their 30’s & 40’s.  Average number of followers per user-208 Most balanced between income, with 16% of

users making under $30,000 annually &17% of those making over $75,000 annually.

Twitter - 2006

Unlike Facebook, enagement on Twitter goes up 30% on the weekends

Tips:◦ Tweets less than 100 words receive higher

engagement◦ Ask for retweets and you typically get them◦ For best results, use 2 hashtags per tweet

Best times to use: Weekends; 1-3pm Worst times: 8pm-8am

Twitter

728 million accounts 1203 monthly visits, but… If you have Gmail, you have Google+ which

is how Google has bumped enrollment numbers and skews the data

Average user: 67% male, around 28, more technical than Facebook- think engineering, computer types.

More content driven. This is the place for smart, longer content

Google+ 2011

Google + Activity

Night time postings fair the worst Analyze your Google+ page and your

audience to see when the best times to post are

Generally, best times: 9am-11am Worst times: 6pm-7am

Google+

Owned by Facebook Over 150 million users (77 million in US) 68% users are female 55 billion photos uploaded daily 1 billion likes happening each day Recently added a 15 second video capacity Each image gets an average of 37

interactions per 1000 followers

Instragram- 2010

Most people post on Thursday, but Sunday would be most effective

For every 33 likes you get 1 comment on average

Accounts with less than 1,000 followers where a post with 11 hashtags received an average of 77.66 interactions.

Apparently, that’s the magic number of hashtags which is a classic example of rewarding annoying behavior

Instagram

Owned by Facebook Over 4 billion videos viewed daily 800 million unique visitors/monthly Has analytics that can help you identify

your audience more clearly 50/50 male/female 46% under 18 years of age 63% Caucasian, 14% African and 16%

Hispanic Major way to drive traffic to your website

Youtube- 2004

FcoMusik 9.7 million views Toy kitchen 8.1 million views Turkish music 7.4 million views Katy Perry 5.9 million views Disney/Pixar 5.7 million views

Rhianna 4.2 million Justin Bieber 4.1million So, yes, the end is near

Top Youtube Channels

There really isn’t a good excuse to not have videos for your business

Animoto.com- $5-$39/month If you have 7-8 pictures, you can make a

video for your business Upload it to Youtube, put a description

about your video with your website in the description.

Repeat

Youtube

80% are female, ages 25-34 affluent and educated, 50% have children

Total unique visitors since 5/11 increased by almost 3000%

The site hit 10 million user faster than any other site in history

Users spend 70% more money than visitors from non-social channels

#1 Content= FOOD! (or food related stuff)

Pinterest2005

Also good for home decorators, party planners, hair stylists, DIY people

The more visual the better The average Pinterest visit is 16 minutes-

◦ Longer than most of the other social media sites Best times to post: Saturday morning, 2-4

& 8-11pm Worst times: 5-7pm & 1-7am

Pinterest

Identify you target market Determine your brand Match a voice to your brand Establish measurable social media goals

and track the results Make more money

The Takeaways

Presented by Cliff Tillery Oct. 30th, 2013

Thanks For Coming!