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Leveraging the social media ecosystem
The document discusses the growth of social media users from 2007 to 2012, with Facebook users increasing from 464 million to over 1.4 billion, and outlines strategies for effectively engaging audiences on Facebook, such as posting compelling photos and videos, being timely and seasonal, and using bold visuals in ads. It also provides tips for running an effective Twitter campaign, such as identifying an unused content launch date, creating relevant tweets and hashtags, and using advertising to promote tweets and profiles to maximize follower growth and engagement.
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Leveraging the social media ecosystem
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- 2. The Growth OfSocial Media Users & Content Number of Users in 2007: 464,437,000 Number of Users in 2012: 1,430,000,000* Social Media Users Worldwide 1,430,000,000 464,437,000 2007 2012 ComScore: http://bit.ly/Ix1cBm Search Engine Watch: http://bit.ly/Jl0B7H *Estimated
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- 7. • Monthly activeusers now total 901 million (up from 680 million a year ago). • Daily active users are up to 526 million (up from 372 million last year). • Monthly mobile users now total 488 million. • 300 million photos are uploaded to the site each day. • 3.2 billion Likes and Comments are posted daily. • 125 billion friendships are forged per day.
- 8. EdgeRank Algorithm –Relevancy Calculation • Affinity: User relationship • Weight: Type of object (Photo, Video, Link) • Time Decay: The older the content, the lower the score
- 9. • Post Photosand Videos: Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.* • Be Seasonable and Timely: Posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day.* • Use Bold Visuals In Ads: Top performing ads feature close-up images and a single color that stands out.
- 13. 1. Larger Reach(organic post only reach 13-16% of PAGE FANS) 2. Upgraded Insights 3. Low Cost Conversions and Impressions (If done properly) 88.4% $.30 Per Fan Conversion Rate
- 14. • Post photosand videos that are compelling, seasonal and relevant • Offer Facebook Fans exclusivity and develop content that is interactive yet simple to comprehend • Allocate advertising budget to Facebook to amplify social marketing efforts
- 16. Users 2007: 340,000- 2,000 new users per day Users 2012: 465,000,000 (100,000,000 active) – 1,000,000 Accounts added every day 44% Follow 69% follow 31% follow because it was because it was because of suggested by suggested by promotions Twitter friends Mediabistro http://bit.ly/I6Vme8
- 20. Facts: Only 1.63% ofall retweets happen in the second hour Only 0.94% in the third hour 97% of all replies happen within the first hour.
- 30. • Find aunused content launch date – Days to Avoid: major sporting events, holidays, entertainment award shows, popular TV show premiers, popular movie premiers, Tuesdays (DVD, Book, Music releases) & Fridays (Movie Premiers) • Create tweets using topical and relevant hashtags and measurable hyperlinks – 7 days of tweets at 23 per day (161 planned tweets) • Identify appropriate time zones for largest audience • Do not redundantly repost (auto removes from
- 31. • Allocate advertisingbudget to promote your tweets for 7 days • Allocate budget to promote your profile to follow • Analyze results via link analytics, hashtag usage and follower growth for both Advertising and Organic efforts • Your Goals Should be: – Follower Increase – Increased Click-Throughs – Hashtag Usage – Trending Topic (regional and globally)
- 32. Key Takeaways forTwitter Campaigns 1. Stop wasting time and resources on pure organic trend creation 2. Amplify positive brand and trending conversations 3. Strategically use Twitter advertising to save time and resources while increasing your odds to trend