social media: it might be free but it's not cheap
TRANSCRIPT
Social Media IT MIGHT BE FREE, BUT IT’S NOT CHEAP How to make social media marketing work for you Keizer Rotary | August 18, 2016
Without marketing, organizations fail.
What is marketing? “Marketing is the action or business of promoting and selling products or services, including market research and advertising.” It is not advertising. It is not sales. It IS a long-term, integrated strategy.
And social media marketing?
Add on, not instead of. Based on your marketing goals • Targeted audiences/ideal customers • Marketing objectives and strategy • Positioning, the real you Long term and integrated • Dabbling doesn’t work
We live in an overwhelmed, time-starved culture packed with too many choices.
88% of internet users conduct research online first
By a show of hands … Who uses the internet to research before making a decision—to compare, check reviews, learn about an organization?
We want to explore before we choose
Today’s audiences are different. Rethink your marketing to reach them. Online. Mobile. Mapped. Yelped. Googled. Shared. Streamed. Texted. Emailed. Integrate social media.
Being open isn’t enough.
Today your digital brand is vital. Social media is a path to your virtual “front door,” your website.
• 85% of American adults are online. • 88% of internet users conduct research online. • 1 in 5 Americans and 36% of 18-39 year-
olds are online ‘almost constantly’ • 72% of American adults who
are online use social sites. • Consumer review sites like Yelp
are growing exponentially • Obsession? 23% of Facebook users
check their accounts five or more times every day.
Find your audiences online
The BIG FIVE Plus a few more Each has its own audience and type of users. Who do you need to reach?
Nearly everyone is using social media
Facebook — 72% of adult internet users, 62% of entire adult population • Just redesigned the page again
(new cover photo dimensions) • Videos are hot • Images grab attention • Tougher for brands to be seen • Low-cost advertising can be very
effective, very targeted • Promoted posts also effective • Most users on mobile/smartphone • 56.75% of users only login on
mobile
Twitter — 23% of all internet users, 20% of entire adult population • Twitter is largely global • Can be valuable in emergencies
(Hurricane Sandy) • Some think it’s fading • Lots of celebrities • Used for customer service • Heavy hashtag use • Tweets are 140 characters • Average lifespan of a tweet is 18
minutes unless retweeted
LinkedIn — 25% of adult internet users, 22% of entire adult population • Business and professionals, not
social • Essential for business people,
adds credibility • Heavy use for hiring, finding jobs • Company pages, personal pages • Build your profile, make
connections, get endorsed • Publishing opportunity
Instagram — 28% of adult internet users, 24% of entire adult population • Mobile posts only • All about the pictures • Valuable for brands • Owned by Facebook • Your Instagram post can feed to
Facebook • Just introduced “stories” to
combat Snapchat • Growing fast with younger users
who have left Facebook
Pinterest — 31% of adult internet users, 26% of entire adult population • Primarily female audience • Collections of pictures and ideas • Started as a wedding planner tool • Ideal for travel, recipes, clothing,
décor, home improvement • Brands have found success • Promoted pins available
Social speak, a language of its own. Tweet, post, like, hashtag, retweet, emoji, meme, stream share, followers, collection, views
Hashtag, what the heck is it?
… a word or phrase preceded by a hash or pound sign (#) and used to identify messages on a specific topic • Most often used on Twitter and Instagram • Also works on Facebook and Google+ • Makes it easy to search for specific topics or info • Great for events (attendees use the same hashtag
to find one another or comment)
#ccducks #creativeco #marketingbrains #ducksinarow #creativity #rubberduckies
Tweet and retweet / like and share
Twitter is all about the tweet • A retweet is a tweet shared from someone you
follow to your profile (to those that follow you) • Twitter chat is a twitter discussion on a specific
topic, search for the hashtag and you’ll see comments and can respond
Facebook is all about the posts and likes • When you “like” a brand page you are a follower • You can “tag” your friends in your photos (and
those friends can block tagging)
Everyone wants followers, lots
and lots of followers.
It’s all about building the network
Present a post, comment, video … • If people like it they can comment or “like” in
Facebook, then share on their page … more people will see it
• A tweet can be retweeted again and again with or without comments
• Hashtags make topics findable and followable • Going viral means there are lots and lots of shares
and views
And we want everyone to share...
Getting started with social media marketing … it’s still marketing. Think like a marketer.
What do you offer? Who are
your audiences?
• Choose the platform that’s right for your audiences.
• Build posts with strong brand visuals.
• Plan a campaign to connect back to your website.
• Use analytics to see what works, what people respond to.
What’s the call to action? Repurpose content, test ads
Create response that builds your network.
Think mobile It’s where your audiences are
… and keep posting
What will delight your audiences? Be social, don’t sell. What’s interesting, human, friendly, real, shareable? Have fun with it.
It’s social, not selling Social media thrives on
people, not things Image quality matters Better images stand out Shareable ideas, memes,
quotes, ideas, tips Think visual, be visual Photos, be different Try video Long term effort Commit, don’t dabble
Need some help? Ask about our marketing consulting offer.
So much information! Stop and breathe … questions?
And here’s some help … Book a two-hour consultation … $250 Subscribe to our newsletter Download our checklists and guidelines
THANK YOU! Any more questions?