This document provides an overview of social media engagement strategies and best practices. It discusses why companies should use social media to increase awareness, build relationships, and gain insights. It then covers basics of engagement like identifying target audiences and goals. Specific tactics are outlined for Twitter, like including links and hashtags. Statistics show elements that increase retweets and engagement. Instagram and Pinterest strategies are also reviewed. The document emphasizes using social data and analytics to drive business decisions and marketing. It profiles a social media monitoring platform that provides engagement, analysis and reporting tools.

1. State of Social Media
2014
Tracy Panko
@tracypanko
@Spiral16

2. Why Use Social Media?
Engaging regularly through social media can:
• Increase awareness
• Build trust and loyalty
• Increase web traffic
• Build relationships
• Help stay up on trends
• Help generate new product and promotion ideas
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3. Basics of Engagement
• Identify your target audience
• Demographics, needs, wants
• Find out where they live online
• Websites, social channels
• Choose which channels to focus on
• List your goal(s)
• Figure out time/budget constraints
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4. Hitting the Relevancy Bullseye
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5. Twitter Tactics
60% of content should be
from other sources, always
with full credit
30% should be
conversation, thank yous,
adding your opinion
10% should be your own
content.
Some say 70/20/10 – either
way, you get the idea!
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6. Twitter Tactics
Remember to @ people and
give them credit (via
@username) when sharing
links.
Compliment the source, ask
a question, or add
discussion.
If @ is the 1st character of
your tweet, only that person
will see it, so if not a direct
response, use “.@”
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7. A Good Tweet
• Is 120 characters or under
– use numbers, eliminate
non-essential characters,
maximize ease of reading
• Uses a link shortener
• Includes a hashtag or two
to expand reach (research
for the optimal one)
• Includes an image
• Includes a link
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8. 8

9. 9

10. Tweet Statistics
• Tweets using Twitter’s
uploader are 94% more
likely to be retweeted
• Tweets with hashtags are
twice as likely to be
retweeted, but only up to
two
• 70% of RTs contain a link
• Tweets asking for
retweets are 40-50%
more likely to be http://shopify.com/blog/9511075-the-science-of-retweets-10-steps-to-going-viral-on-twitter#axzz2tIijRgCx
http://mashable.com/2013/04/25/nestivity-engaged-brands/
retweeted
http://
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11. Tweet Statistics
Timing
• Response rates are highest between
lunch – end of work day
• Take time zones into consideration
• Take industry into consideration
• Trial and error
http://mashable.com/2013/04/25/nestivity-engaged-brands/
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12. Instagram
• Community of 150 million monthly active users
• Interaction rates are 15 times higher on Instagram
than on Facebook
• 93% of the Fortune 500 Consumer Brands have an
Instagram account
• Expected to generate $250 to $400 million in revenue
in 2014
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13. Instagram
Victoria’s Secret has the largest fan base with 3.9 million
followers
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14. Instagram
• West Elm, a furniture retailer, solicited customer
photos using the #mywestelm in September
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15. Instagram
• Humans instinctively react to images, we absorb
visual information 50x faster than text
• By adding user generated photos to retail web sites,
the number of visitors turned buyers increased 5-7%
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16. Pinterest
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17. Pinterest
• 70 million users worldwide, increase of 125% over 2013
• Fastest social network to reach 10 million members
• 69% of Interbrand Top 100 Brands have a board
• 90% of the US online specialty retailers active users
• More e-commerce traffic than Facebook
• 16th most visited website in the US
• 5 million pins per day
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18. Pinterest
• Up to 93% of active users are Female
• Income >$100,000
• 47% of consumers have made a purchase based on a Pinterest
recommendation
• Nordstrom most popular brand with 4.4 million followers
http://smallbusiness.yahoo.com/advisor/12-best-guides-marketing-
pinterest-2013-045116293.html
http://hellosociety.com/blog/category/pinterest-tips/marketingexample-pinterest-tips/
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19. Social Data Drives Business
“Marketing success depends on insight
into, and intelligence regarding,
one’s target audience.”
“Companies today simply cannot survive
without metrics, objectives, analytics
data and actionable information.”
3/3/2014
1. Analytics for the CMO: How Best-in-Class Marketers Use Customer Insights to Drive More Revenue,
Aberdeen Group
2. Social Media Metrics: How To Measure and Optimize Your Marketing Investment ,Jim Sterne
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20. Active Brand Marketing
“This is the approach that marketers must
take to avoid extinction and thrive in the
digital age.”
Active brand marketing - A flexible approach
in which marketers respond quickly to their
environment to align consumer and brand
goals and maximize return on equity.
- Forrester research, CMO Mandate: Adapt or Perish
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21. Experience
Spiral16 has been helping companies with online data
analysis since 2007, partnering with marketing agencies
and global brands within diverse industries.

22. One-Stop Solution
Spiral16 is a comprehensive engagement and analysis toolset
that makes it easier for companies to take action digitally—and
to make sure it matters …
… and Spiral16 support services are there every step of the way.
Listening — Engagement — Measurement — Analysis — Reporting
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23. Why Monitor & Engage?
7 Applications for Social Media
Monitoring
Brand Management
Competitive Intelligence
Industry/Market Research
Lead Generation
Customer Service
Crisis Management
Campaign Monitoring
Product/Service Monitoring

24. To Make Business Gains
Goals achieved through web monitoring/engagement:
•
•
•
•
•
•
•
•
•
Reduce marketing costs
Increase total sales
Convert transacting customers
Increase customer satisfaction
Grow online community
Identify influencers/create brand advocates
Increase qualified leads
Improve reputation, branding, & awareness
Harvest research & development
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25. Engagement
Multiple team members can engage directly through the
platform. All actions are tracked for archiving/compliance.
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26. Engagement
Posts can go live immediately.
Or they can be scheduled, edited, and approved.
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27. Engagement
Meanwhile, the advanced monitoring platform collects and
analyzes volume, language, and sentiment to answer key
questions …
… about your brand, your industry, and your competitors.
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28. Custom Dashboard
Reports
•
Automated reports are
delivered to your inbox
•
Choose the metrics you want to
see
•
Choose the frequency in which
you receive them – weekly, biweekly, or monthly
•
Custom Dashboard Reports
save you time and money
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29. Custom Dashboard
Reports
Other industry reports are lists – Excel
spreadsheets, etc.
Ours can be used in the reports you
build for your boss or clients.
•
•
•
•
Volume changes, highs, and
averages
Sentiment changes since the last
period
Full-color graphics
Live links to the platform where you
can delve deeper
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30. Our Process
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31. Sharing Becomes Collaboration
Our world is changing. People are empowered.
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32. Collaborative Economy
• “Rachel Botsman, the author of a book on the subject,
says the consumer peer-to-peer rental market alone is
worth $26 billion.” - The Economist, March 2013
• “UK Consumer earnings from the Sharing Economy
totaled £4.6 billion from May 2012 – May 2013. For
comparison, US sharers are estimated to make $3.5
billion in 2013.
• 64% of UK adults or 32.4 million now participate in
the Sharing Economy.
• More than 1 in 3 UK adults have participated in car
sharing (36%) with a further 39% who would consider
it.
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33. Collaborative Economy
• Forbes estimates “The revenue flowing through the
share economy directly into people’s wallets will
surpass $3.5 billion, with growth exceeding 25%.
• Market Cap of Industry: “According to an article by
Jaime Contreras in MIT Sloan Expert, collaborative
consumption is a potentially $110 billion market.”
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34. Collaborative Economy
• Lyft raises $60m. Techcrunch, May 2013
• Airbnb raises $120m. Crunchbase, as of Sept 2013
• Zipcar sold to Avis for $500m. NBC, Jan 2013
• Google funds Uber $258m. Techcrunch, Sept 2013
• eBay/Paypal buys Braintree (mobile payment system
for Uber and Airbnb) $800m. USA Today, Sept 2013
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35. Collaborative Economy
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36. Collaborative Economy
Quirky - “Shop for the world’s best products, invented by
real people just like you.”
http://www.quirky.com/
GetAround - “Peer-to-peer car sharing and local car
rental.”
http://www.getaround.com/
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37. Collaborative Economy
CoinBase - “An international digital wallet that allows you
to securely buy, use, and accept bitcoin currency.”
https://coinbase.com/
NearMe - “Get in the Business of Sharing.”
http://near-me.com/
Shapeways - “Make, buy, and sell products with 3D
Printing.”
http://www.shapeways.com/
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38. Better Data. Better Decisions.
913.944.4500
@spiral16
www.spiral16.com