My INSURER PTE LTD - Insurtech Innovation Award 2024
Social mediaseminarriverside
1. Social Media
Marketing Seminar
Dr. Patricia A. Hernandez
Director of Communication
Studies Program
&
Dr. Mary Ann Pearson
Director of Public Relations
Program
4. Social Media Defined…
“A group of Internet-based applications that
buildon the ideological and technological
foundations of web 2.0 and that allow the
creation and exchange of user-generated
content”
Social media provides a platform. Platforms have
evolved…
Newspapers…Radio…TV…Internet…Social Media
5. Many choices…
• Blogs/Forum/RSS (Wordpress, Blogger)
• Video and Image-sharing (YouTube, Pinterest,
• Instagram
• etc.)
• Social Networking (Facebook, Google+, LinkedIn,
• Twitter)
• Knowledge sharing (Wikipedia, Prezi, Slideshare...)
• Music, entertainment sites (Spotify, Pandora)
6. Reasons to get involved…
• Improve image/brand (reputation) – What about crisis?
• Create brand awareness
• Input for product development (even co-creation)
10. Top Ten Social Media Strategies-2012
Let’s look at the top two…
http://socialmediastrategiessummit.com/blog/the-
top-10-social-media-success-stories-of-2012-
what-we-can-learn-from-them/
11. Oreo
Top 10 Companies With Successful Social Media
Marketing Campaigns on Facebook
1. Oreo
Oreo took advantage of the blackout during the
2013 Super Bowl in an interesting, provocative
way. They posted a single image donned with
the words ―You can still dunk in the dark.‖ The
big black and white cookie. Likes: 12.6 million.
12. Oreo
They hit a home run. The post went viral. Turns
out, Oreo had a 15 person team on hand to take
advantage of a captive super bowl audience.
Now, that’s a strong social media marketing
campaign.
13. Nike
Like Oreo, Nike used a major sporting event to
surround their social media campaign. They
skipped the high profile athletes of the 2012
Olympics and instead featured the average
Olympic athletes. Nike gained 166,718
Facebook fans during the London Olympics.
FB Link: www.facebook.com/nike
Likes: 12.6
16. Results:
$192,450 actual online giving (additional
$8,300 was raised offline, according to survey
respondents)
1,953 unique donors
2,701 donations
Donations from 33 states
17. More Information on Give Big…
More information available at-
http://www.givebigriverside.org/wp-
content/uploads/2013/04/GBR-Outgoing-
Report.pdf
19. Why begin a social media campaign?
Name recognition
Brand awareness
Inquiries
Customers
Sales
And if you are not present in
social media—your competition
will be.
20. Reminder: Social Media Matters
4/5 consumers more inclined to buy a brand more often in the future after being exposed
to a brand’s social media presence.
83% of consumers exposed to social media would trial a brand’s product.
For every £1 spent in social media, a potential value of £3.34 could be generated.
Rotterdam School of Management white paper which suggests that after seeing a
friend’s social
signal (like, re-tweet, comment), 7% of her acquaintances consider the brand in
conversation
42% of Close friends will want to buy!
23. Social Media Goals
Increase brand awareness
Lead generation
Increase organic SEO results with an AuthorRank strategy
Increase credibility and thought leadership
Engage directly with your target audience
Market your content
Create relationships with your target audience
Save recruitment costs
Brand monitoring (ORM)
Improve customer service and experience
Support traditional marketing
27. Post Regularly
Regularly!
Not random – Think about what you like to see
Not too frequently
Test frequency & watch numbers to optimize
engagement.
Create content calendar (have a plan).
28. Provide Value
80/20 rule
Relevant content
Facebook users Like pages to:
Receive discounts or promotions
Stay informed
Be entertained
Interact and connect - engage
Get educated
Show support
29. Respond to All Comments
Only around 30% of brands respond to comments
Respond to ALL comments
Check settings (under Manage Permissions)
35. Understand the Platform EdgeRank
Less than 16% of your fans see your page posts!
Affinity: Measures the relationship. The closer the
relationship the higher the score.
Weight: Different posts carry different weights
Higher weight, higher score.
Time Decay: As a post ages it continually loses value.
36. Social Media DashBoard
Total views
Connections or subscribers, likes
Engagement – comments and interactions
Social media referrers – visits to site measured through web analytics
Social media conversions – conversion to goals or sales measured
through web analytics
My engagement – how the brand interacts through posts, videos,
comments, etc
41. Do’s
Share valuable, educational, and engaging content
Share when traffic at its peak (nights/weekends) differ by audience?
Ask questions – to engage
Use for customer support and feedback
Choose appropriate tools for YOUR target audience
Use only sites you can do well
Photos trump
Take advantage of holidays
Announce sales and special promotions
Listen
To thine own self be true
42. Dont’s
Be negative
Expect to fully control the conversation
Use social media to only market or sell
Mix personal and business accounts
We’re reminded it’s a worthy mission from some fairly extensive new IAB research, where around 4,500 survey responses were collected, and supplemented with a further 800 research panel interviews.The research revealed that,
Know who your audience is? Know what social media tools your target audience usesKnow what content they like, etc. Know the best time of day to post contentGoals and objectives are so very important. Without goals and objectives how can you measure? Be very specific setting goals. I want to increase likes on our page from 30 to 100 by December 1. etc.PLAN – How often will you post, when will you post, what time of content? Who will post? Who will respond? What campaigns, promotion will you run? How will you respond to postiive/negative feedback? Who will? Evaluate – Did you meet your goals and objectives? How do you know ? What did you use to measure? Are you satisfied? What changes need to be made?
Cover image size: 851 pixels by 315 pixels Profile image size: Upload images 180 pixels by 180 The About section” Make sure to include your website addressYour Cover image is prime real estate on your Facebook Page and it’s the first thing your Page visitors will notice. Your Cover image should express who you are as a business and your Page visitors should understand what your business is about at a glance.Posting at random or not regularly enough can leave a negative impression on your page visitors and affect your reach. Also, posting too frequently can have an adverse effect on your Page engagement. Find your rhythm by testing your frequency and watching your numbers to optimize engagement.CreatingaContent calendar can help you stay on track and makes the process easier to manage.
Cover image size: 851 pixels by 315 pixels Profile image size: Upload images 180 pixels by 180 The About section” Make sure to include your website address
Nights and Weekends are the bestBest way to know how much and what to post is looking at facebook dashboard
publish around 80% original and curated content that provides value to your followers. No more than 20% promotional contentProvide a mix of content related to your products or services.
(source: Socialbakers.com). The purpose is to ENGAGE with customers or potential customers.
Don’t worry about some negative comments from your community – but do remember to manage them in a timely and effective manner. You might be tempted to delete these posts but remember you are asking your customers to be open and honest by having a Facebook page. Transparency is an ever more important element for modern brands, so respond and show that you do really want to engage. Most importantly respond as soon as possible, don’t be like US wedding store, David’s Bridal shop which responded 1 week after an unhappy customer made a Facebook post that received 125,140 likes and 11,000 comments
EdgeRank is an algorithm that determines what items will populate Facebook users news feed. There are an infinite amount of stories, friends, and users on Facebook, and this can be overwhelming. Therefore, Facebook assigns a value to every possible story that could end up in a feed. A lot of people don't know this, but if you have 1,000 fans but zero engagement on your Facebook page, then your fans are not seeing any of the content that you're sending out there. That means you're not getting out into the news feeds of your fans because Facebook has deemed your page not important enough to get out into the news feeds of your fans.
