How To Make Social Media Work For Your Organization
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This document provides an overview of social media marketing. It discusses the goals of social media marketing including awareness, loyalty, sales, customer service and insights. It examines popular social media platforms like Facebook, Twitter, Instagram, Pinterest, YouTube and Vine. It also covers topics like developing a brand voice and attributes, understanding audience profiles, creating content calendars and guidelines, and measuring analytics. The overall purpose is to help organizations understand how to effectively use social media to communicate and market to their target audiences.
How To Make Social Media Work For Your Organization
- 1. Social Media Marketing. How to make this ‘new’ communication work for your organization
- 2. “Only 12% of CEOs think their organization is effectively using social media.” - IBM CEO Survey Social Media Marketing
- 3. What is Social Media? Social Media Marketing
- 5. What does it mean to “do” social media? Social Media Marketing
- 6. Social Media Marketing Social Media Marketing is a combination of… • Community Management • Content Development • Strategy and Campaign Development • Advertising • Research and Analytics
- 7. What’s the point? Social Media Marketing What are the goals of social media marketing?
- 9. Social Media Marketing Awareness • Be considered • Create “buzz” • Can be hard to measure • Everyone claims they’re okay with this…. But then asks, “What’s the ROI”
- 10. Social Media Marketing Loyalty • Reaffirm a choice • Post-purchase, post-sign up • “Get people to subscribe to your thinking” • Long-term nature of social
- 11. Social Media Marketing Sales • What most businesses want • Easy to prove with E-commerce, harder with brick-and-mortar • Rely on coupons, promotions
- 12. Social Media Marketing Customer Service • Dedicated teams, dedicated accounts • Would you ignore a phone call? • Communication (and complaints) are evolving • Create a process
- 13. Social Media Marketing Insights • Social Listening, Social Monitoring, Trend Forecasting • Tools like Radian6, Sysomos, Sprout, etc. • … or Google Alerts • “The Pinterest Effect” • How many of you are selling pumpkin-flavored coffee this year?
- 14. The networks. Social Media Marketing Which ones should we use? What is the ‘next best thing’?
- 16. Consider your goals, audience and resources. Social Media Marketing
- 17. Facebook, Twitter, YouTube, Vine Instagram, Pinterest, 4sq, Swarm, Path, Snapchat, Yelp Social Media Marketing
- 18. The Basics: Facebook + Twitter Social Media Marketing
- 19. Social Media Marketing Facebook • Largest social network – in terms of users and businesses • 1 billion active users • Trending older • Other networks often follow it’s functionality (header images, advertising model, newsfeed algorithm)
- 20. Social Media Marketing Twitter • 200+ million users • Started as a text messaging service for bike delivery • 140 characters • It’s language paves the way
- 21. Social Media & Content Marketing
- 22. Social Media Marketing What kind of content works best on Facebook and Twitter? • Links out to websites – recent changes to FB’s algorithm support this • Photos still popular • Direct CTAs • Memes/Humor can go viral • Tagging partners, brands, other organizations
- 23. Social Media Marketing What kind of content works best on Facebook and Twitter? (cont.) • Videos auto-play on Facebook now • Twitter still dominates for live event coverage and breaking news
- 24. Social Media Marketing What else is FB and Twitter known for? • Facebook Insights rivals most paid services • ‘Trending’ topics is a great tool • Advertising options • Frequency - Facebook you can post less often; Twitter is more disposable
- 25. Social Media Marketing Visual Content Champs: Instagram, Snapchat + Pinterest
- 26. Social Media Marketing Instagram • Younger audience – “Most important” network • Expanded into video, Hyperlapse • Content often lifestyle, aspirational • “Link in profile” • Less viral nature • Hashtags rule
- 27. Social Media Marketing Snapchat • Younger, highly active users • The vanishing message has paved the way for other apps like Secret, Whisper • ‘Stories’ have made it ad-friendly • Requires a playful, friendly, humorous tone • Still requires a lot of cross promotion
- 28. Social Media Marketing Pinterest • Female, older… and wealthier • Visual bookmarking, ‘virtual cork board’ • Images link back to more content on a website • Food and drink is most popular category • Viral nature, more so than Instagram and Snapchat • Still plagued by legal issues
- 29. Press Play: YouTube, Vine Social Media Marketing
- 30. Social Media Marketing YouTube • 72 hours uploaded every minute • Being used more and more as a video player • Cross promotion • Channel trailers • CTA overlays, end slates • Connection with Google+ makes it a strong SEO player
- 31. Social Media Marketing Vine • New kid on the block • 6-second video format paved the way for Instagram video • Five vines tweeted every second (reliance on cross promotion?) • Younger demo (18-20, female) • Humor, creativity play well
- 32. Social Media Marketing Location, Location: Swarm, Foursquare, Yelp, NextDoor
- 33. Swarm • Formerly known as ‘Foursquare’ • Location-based check ins • Success requires adoption • Privacy concerns • Will push-notification offers live on Swarm (the check-in) or Foursquare (the discovery)? Social Media Marketing
- 34. Social Media Marketing Foursquare, Yelp • Reviews, Discovery • Opportunity for users to become ‘elites’ or ‘experts’ • Yelp benefits from community management • Lots of competition in the review world – TripAdvisor, forums, ‘word of mouse’ • Of note: In 2013, Foursquare was 60% Male
- 35. Social Media Marketing NextDoor • Hyperlocal, neighborhood-based • 1 in 4 U.S. neighborhoods • Verification process to join • Less narcissism, selfies • More like a forum • “Not for commercial use”
- 36. Can I Pay-To-Play? ! Social Media Marketing
- 37. Social Media Marketing Search Engine Marketing (SEM) vs. Social Advertising
- 38. Social Media Marketing What’s the difference? • SEM, also known as ‘PPC’ or pay-per-click • Google Adwords, Bing Ads • Ad served based on keywords searched • Success usually measured in clicks, CTR
- 39. Social Media Marketing What’s the difference? • Social Advertising is available on networks like Facebook, Twitter, Linkedin, Instagram, Pinterest… • Ads served based on interests, employment, etc. • Less like an ad, and more like content • Often higher cost, but targeting is more focused • What’s success? Click, like, RT, share….
- 40. Building the Foundation ! Social Media Marketing
- 41. Brand Voice Social Media Marketing
- 42. Brand Voice Social Media Marketing “People don’t buy what you do, they buy why you do it.”
- 43. Brand Attributes Social Media Marketing
- 44. Brand Attributes Social Media Marketing Describe the brand as if it were a person.
- 45. Audience Profiles Social Media Marketing
- 46. Audience Profiles Social Media Marketing Key pain points, challenges, messages that resonate.
- 47. Content Categories Social Media Marketing
- 48. Content Categories Social Media Marketing What would your Pinterest boards be?
- 49. Channel Guidelines Social Media Marketing
- 50. Channel Guidelines Social Media Marketing Frequency, tone, popular hashtags, best practices.
- 51. Content Calendars + Checklists Social Media Marketing
- 52. Content Calendars + Checklists Social Media Marketing Start with key events, deadlines and work from there.
- 53. Measurement + Analytics Social Media Marketing
- 54. Measurement + Analytics Social Media Marketing Answer the 5 W’s.