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Social Media Marketing for Businesses
The document provides an overview of social media, defining it as web and mobile-based tools for sharing information. It emphasizes the importance of social media in digital marketing, detailing platforms like Facebook, Twitter, LinkedIn, Pinterest, and YouTube, and highlighting their significant user bases and effectiveness for businesses. It also outlines steps for creating a social media plan, including defining goals, consistent branding, and measuring results.
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Social Media Marketing for Businesses
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- 3. Topics — Defini*on of Social Media — Why Use it? — Social Media Plan — We’ll cover • Facebook • TwiCer • LinkedIn • Pinterest • Blogs • YouTube 3
- 4. Defini*on — Social media is primarily web and mobile-‐ based tools for sharing and discussing informa*on among human beings. — We’ll cover Facebook, TwiCer, LinkedIn, Pinterest, Blogs and YouTube. 4
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- 6. It’s the new SEO — Social Media Op*miza*on (SMO) is the new SEO, or rather two halves of a whole. — SMO is the distribu*on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op*mized to rise to the top of any related search query, where and when it is performed. — We will cover op*miza*on – page *tles, descrip*ons and tags. — SEO + SMO = Amplified findability in the tradi*onal and social web. 6
- 7. It’s Huge — Facebook: 1,000,000,000 ac*ve users — TwiCer: 175,000,000 ac*ve users — LinkedIn: 150,000,000 registered users — Pinterest: 8,000,000 ac*ve users — Blogs: 346,000,000 people read blogs every day — YouTube: 800,000,000 unique visitors last month 7
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- 9. It’s Growing — Social media adop*on among U.S. small businesses doubled in the past year from 12% to 24% — 61% of small business owners use social media to iden*fy and aCract new customers. — 75% surveyed have a company page on a social networking site. — 45% expect social media to be profitable in the next 12 months. According to survey conducted by University of Maryland's Smith School of Business with Network Solu>ons 9
- 10. It’s Real-‐Time — Reveal the human side of a company, give it personality — Provide useful informa*on that people won’t get elsewhere (or at least not as quickly) — Respond to comments, complaints, requests real-‐*me — Have a plagorm for announcing news, promo*ons, events — Generate new business leads 10
- 11. What’s the ROI? — Tapping into the latest research, Imbue Marke*ng has taken a closer look at the value of social following — Results published March, 2012 11
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- 14. Gehng Started -‐ Social Media Plan — Define the goals for social media — increasing sales, brand awareness / engagement or simply more people who “like” or “follow” your business — Create your plan – align with marke*ng calendar — Iden*fy the most important keywords for your business. Use these consistently in all posts, tweets, updates. — Set-‐up your profiles and pages and start pos*ng — Ensure you have a consistent design/branding across all plagorms — Measure and adjust – traffic, comments, leads, etc. 14
- 15. Facebook — Founded in 2004, but since 2006 open to anyone over age 13 with an email address — Originally for personal connec*ons, but now brands in the game too 15
- 16. Why Use Facebook — Increase visibility — Connect with customers — Increase engagement — Promote your brand — Create a community — Promote and manage events — Give back to loyal customers through special offers and discounts 16
- 17. How to build up your fan base? — Hold contests/sweepstakes/giveaways/refer-‐a-‐friend — Put a link to your Facebook page on your website — Include Facebook link on all materials that reach target market (business card, emails, flyers, etc.) — Leverage your email list — Build community/engagement and it will grow organically — Join relevant groups — Run Facebook Ads 17
- 18. Facebook -‐ Gehng Started 18
- 19. Facebook -‐ Gehng Started 19
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- 27. TwiCer — Microblogging site that enables users to send and read other users’ updates (known as tweets) — Text based posts — 160 characters total — 20 for username, 140 for message text — Updates appear on the user’s profile page and are delivered to other users who have signed up to receive them (followers) 27
- 28. TwiCer — An informa*onal tool – provides informa*on to others — A conversa*onal tool – respond to other people’s tweets and engage in dialogue — Great way to network and communicate with new and old contacts — You choose the message, not the recipient 28
- 29. TwiCer -‐ Defini*ons — Tweet -‐ When you hit send on your 140 characters on twiCer it’s called a tweet or twee*ng — Handle – your TwiCer name @GibbonsDigital – balance short with descrip*ve. — Follow – this is simply the act of adding someone to your list of people you are following – this makes their tweets show up on your homepage. — Replies – this is what it is called when someone writes a tweet directly at your handle -‐ @GibbonsDigital cool post today blah blah – this is oqen an invite to engage with a follower. — Retweet – this is a tac*c of republishing someone else’s tweet – the original tweet along with author stays in tact, but you are basically showing someone’s tweet to your followers – many people find this a great way to add content and acknowledge good stuff from the folks they follow — DM – this is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages and generally a good choice when you start going back and forth with someone on something your en*re base of followers might not find interes*ng. — Hashtag – this is a way people categorize tweets so that others might use the same tag and effec*vely create a way for people to view related tweets – it will something like #marke*ng – more on this in search. 29
- 30. Anatomy of a Tweet 30
- 31. TwiCer -‐ Gehng Started — www.twiCer.com — Set-‐up profile — Add branding (logo, custom page) — Search for relevant people, follow them — Start twee*ng — Tweet 7 – 10 *mes per day for maximum visibility — Retweet, tweet about products, tweet relevant news ar*cles 31
- 32. How to build up number of followers — Tools that will automa*cally follow TwiCer users -‐ Tweetspinner, TwiCer Adder. Most people you follow will follow you back. — Add TwiCer link to your website homepage — Include TwiCer icon on ALL materials that reach your target market 32
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- 38. LinkedIn — The world’s largest professional network with over 175 million registered members and growing rapidly. — Connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportuni*es with a broader network of professionals. — hCp://www.youtube.com/watch?v=ZVlUwwgOfKw
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- 43. Groups — Quickly discover the most popular discussions in your professional groups. — Have an ac*ve part in determining the top discussions by liking and commen*ng. — Follow the most influen*al people in your groups by checking the Top Influencers board or clicking their profile image to see all their group ac*vity. — See both member-‐generated discussions and news in one sehng. — Easily browse previews of the last three comments in a discussion. — Find interes*ng discussions by seeing who liked a discussion and how many people commented. 43
- 44. Groups — Click on Groups Directory, search for your industry or a career keyword, and find a group that fits your interest. — Once you’ve been accepted to the group you can share relevant content by star*ng a discussion or pos*ng a link in the share box. — Sharing consistently is a good way to quickly iden*fy yourself as an expert in your field or industry. — Click on your photo to see your updates as well as what’s changed in the discussions you’ve started, joined or followed. — Good way to keep track of discussions most important to you and your career. — Aqer sharing, check out the newest discussions in the slide show below, and cast your vote by liking or commen*ng. — Under each discussion you’ll see the last 3 members who have commented, click on the headline to see all comments.
- 45. Company Pages — Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuni*es, and job openings. — Also perfect place to start conversa*on with your customers, prospec*ve clients, job seekers, post company updates. — Post industry ar*cles and fun facts. — These updates appear on your company page and also the pages of your followers. — Have followers Like your post so it goes viral. — Analy*cs pages to see ac*vity on the page. 45
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- 48. What is it? — Pinterest is a “virtual pinboard” that lets people share anything and any topic on the web that they find interes*ng and beau*ful – e.g., pictures, quotes, recipes, etc. — Conceptually similar to social bookmarking sites. — Content is organized in “Boards” and organized in categories. — Each piece of content is called a “Pin” 48
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- 50. Pinterest is one of the largest social media networks on the web. The network saw +4377% growth between May 2011 and May 2012. 50
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- 55. Add Pinterest Icon to your website hCp://pinterest.com/about/goodies/ 55
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- 57. Strategies for Pinning — Build your brand out, share interes*ng and relevant content, create engagement — Add products with prices to drive awareness — Service businesses can create pos*ngs with infographics that contains useful informa*on or a graphic with a quote — Post videos (hosted on YouTube) — Add links to your pins’ descrip*ons giving your business the benefit of your links carrying over with your pins when users re-‐pin them 57
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- 61. Blogs — Blog = ‘web log’ — An online diary or journal — Anybody can be a content generator and an expert in their field — Can be setup within minutes online using WordPress 61
- 62. Blog Content — Answer industry ques*ons — Comment on industry news — Provide how-‐to based content — Encourage readers to comment — Post consistently – 3 to 5 *mes per week 62
- 63. Blogs – Gehng Started — Install WordPress — Design – use Theme or designer for custom look — Configure content categories — Develop library of content — Post on a scheduled basis – 3 to 5 *mes per week 63
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- 70. YouTube — YouTube is a video sharing website on which users can upload and share videos 70
- 71. Why use YouTube — Powerful, on-‐demand communica*on channel — Market your business to millions of people at virtually no cost — Build more personal rela*onships with your current client base — Inform, Educate, Entertain — Good content, plan ahead, don’t blatantly market, keep it short — Curate exis*ng videos if you don’t have your own 71
- 72. YouTube -‐ Gehng Started — www.youtube.com — Set-‐up account, link to Google account — Customize your channel (logo, colors, etc.) — Post your own videos – short, 1-‐2 minutes only — Subscribe to other channels — Share videos 72
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- 77. YouTube -‐ Examples — hCp://www.youtube.com/watch? v=_PHnRIn74Ag&feature=player_embedded — hCp://www.youtube.com/watch?v=eTog_wApYMc — hCp://www.youtube.com/watch?v=u9prcUCHlqM 77
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- 80. Demographics -‐ Facebook — 86% of Facebook users are age 25 and older — 81% have some college educa*on or bachelors/graduate degree — 58% earn $50,000 or more 80
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- 82. Demographics -‐ TwiCer — 81% of people on TwiCer are age 25 and older — 83% have some college educa*on or bachelors/graduate degree — 47% earn $50,000 or more 82
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- 84. Demographics -‐ LinkedIn — 96% of people on LinkedIn are age 25 and older — 87% have some college educa*on or bachelors/graduate degree — 71% earn $50,000 or more 84
- 85. Thank You! Bridget Gibbons [email protected] Gibbonsdigital.com @gibbonsdigital }.com/gibbonsdigital 85