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Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
- 1. Let’s Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line 2014 Lancaster Chamber of Commerce Business Expo
- 2. 1. About Web Talent Marketing 2. Social Media in the Workplace 3. Social Media Platforms 4. Content Counts! 5. Moving Forward
- 3. About Web Talent Marketing
- 4. • Founded in 2008 • 20 employees • Served as speakers at a variety of national conferences • Our thoughts have been featured in numerous publications • Staff members certified in Google AdWords, Google Advanced Display, Google Analytics, Bing Ads, Hubspot, Conversion Rate Optimization and MORE. • Web Talent is a Google Adwords Certified Partner Awards & Certifications
- 5. Erica Brandt – Online PR Specialist Emily Long – Online PR Specialist
- 6. Social Media in the Workplace
- 7. • Important for media relations • Growing popularity and role in purchasing decisions • Used by brands and employees on a professional and personal level
- 8. • More than half of U.S. population will use social networks at least monthly this year • Social media sites are most likely to be used to promote brands and products according to U.S. buyers • Facebook is the top social commerce site worldwide, but other networks have come into play as well • Smartphone users check Facebook 14 times a day on average Sources: eMarketer and NBC News
- 9. • Public Relations • Customer Service • Client Retention • Loyalty Building • Collaboration • Networking • Thought Leadership • Crisis Management • Recruitment
- 10. • Boundaries in the workplace -Pros and Cons of allowing employees to be active on social media • What should be posted? • Examples?
- 11. • What are your goals on social media? – Sell Products? – Promote Content? – Accrue Likes and Followers? – Dialogue with Your Audience?
- 12. • What SHOULD your goals be on social media? – It’s about building relationships, not pushing products/services. – Gain mind share and increase brand loyalty – Brand advocacy leads to referrals
- 13. Platforms
- 15. • There is no “one size fits all” platform; It’s important to choose what is right for you and your audience. • Play to your business’s strengths
- 16. Network Recommended Businesses Facebook Everyone, as long as there is interesting and relevant content Twitter Marketing, new tech, consumer brands Google+ EVERYONE but primarily Marketing, Sales, Business Professionals LinkedIn B2B, Manufacturing, Technology, Finance Pinterest Household products, clothing retailers, food (grocery & restaurants), beauty & health YouTube Service providers, consumer products Instagram Retailers, artists, food & beauty
- 17. • 829 Million Daily Actives • 654 Million Mobile Daily Actives • 1.32 Billion Monthly Actives • Remains the preferred social network for teens ages 12-17 according to a recent Forrester study
- 18. • Clicks to website – Create ads to encourage people to visit your website • Page post engagement – Create ads that boost your posts and increase likes, comments and shares • Event responses – Create ads to promote your event • Offer claims – Create ads to promote offers you created
- 19. Newsfeed Ad Example Right-Side Ad Example
- 20. • Operates world’s largest professional network on Internet • Used as a recruitment tool for jobseekers • More than two new members per second • Students/recent college graduates are fastest growing demographic • Build thought leadership
- 21. • Sponsored Content and Company Updates – Sponsor existing or new content to reach a wider audience • Media Advertising – Reach a targeted audience with ads featuring text, images or video Media Advertising Example: Image Ads Content Advertising Example: Sponsored Post
- 22. • The ‘Real Time’ network providing consumers up to the minute news. • 78% of Twitter users active on mobile • 271 million monthly active users • Primary ‘second screen’ network where real-time conversations about TV & events takes place
- 23. Ellen’s Oscars selfie was the most retweeted message of all time according to The Guardian
- 25. • Promoted Account – The ads are featured in Twitter search results and within the Who To Follow section • Promoted Tweets – Promoted Tweets appear directly in the timeline among non-paid tweets • Promoted Trends – Promoted trends are featured next to the users timeline on Twitter.com among the organic Twitter trends
- 27. • 540 million active users • Essential for SEO • Used to build brands • A must for bloggers
- 28. • 2nd Largest search engine in the world • More than one billion unique users each month • 100 hours of video uploaded every minute • Testimonials, product reviews, how-to guides and tours
- 30. • YouTube Search – Ads will appear upon searches • YouTube Videos – Ads will appear before/within videos Ad Before a Video
- 31. • Bookmarks for Content • Over 70 Million Users • 30+ Billion Pins • Drives More Referral Traffic than Twitter and Reddit Combined • Pinterest for Business
- 32. • Promoted Pins for Brands: Appear in category and search results on Pinterest.com and mobile apps.
- 33. • Mobile App Only • 200 Million Monthly Actives • Over 20 Billion Photos Shared • 1.6 Billion Daily Likes • 60 Million Photos Per Day on Average
- 34. • Sponsored Photos and Videos
- 35. • 16 active social media networks • More are being developed each day Source: thesocialmediahat.com
- 36. • Content (what kind of content, voice of the brand) • Schedule (time of day, day of the week) • Management (monitoring comments, interaction with customers)
- 37. • Set Goals – Business goal alignment – Manageable & measureable • Create a Content Strategy – Answer: how, when, what – Information + Promotions + News + Images/Video • Geographic Location • Measure
- 38. • Pick the channels that fit your demographic • Write original content • Do not post in offensive language – Remember: ALL CAPS are offensive • Who should be in charge of content vs. who is in charge of content
- 39. Network Posting Frequency Facebook 4-7/week Twitter Multiple times a day (spaced in between or in a related series) Google+ 3-5/week LinkedIn 2-4/week Pinterest 2-3 times per week, a couple pins at a time YouTube As needed, weekly or bi-weekly Instagram 1-2 times per day
- 40. • What happens when your ‘hot’ network turns ‘cold’? • Reevaluate and prioritize goals
- 41. • Monitoring accounts • Responding to comments/inquiries • Using social media for customer service
- 42. • Using Social Media for Customer Service
- 43. • Handling a Twitter Crisis
- 44. • Brand Blunders
- 46. Content Counts!
- 47. • How do you create and post engaging content? – Give people what they want – Find new, creative ways of communicating in terms that your target audience will enjoy – Avoid trying to ‘game’ the system
- 50. • Instagram Content (aoki boutique)
- 51. • Instagram Content (GE)
- 52. • Custom Pinterest Board Images Birchbox
- 53. • Boards can be organized by color, occasion, season, garment/product, meal, etc. The Knot
- 54. • Twitter Cards
- 59. • Sometimes things go viral
- 64. • HootSuite • Facebook Analytics • Twitter Analytics • Pinterest Analytics • Iconosquare • YouTube Analytics • Social Reports in Google Analytics
- 65. You can’t have one without the other… Content fuels social media, social media shares your content Social helps define your company’s voice Conversations on social media provides ideas for new, insightful content
- 66. Moving Forward
- 67. • Social media is rented property • Main goal is to get audience to your website and build your brand
- 68. Remember this?
- 69. • Social media defines life and friendship • 81% of Millennials are on Facebook
- 70. • News consumption through social media • Changes to networks occurring every day
- 71. • Connecting with customers • Build a brand and interacting with the media • Importance in public relations
- 72. • Reaching journalists with Twitter
- 73. • Social media matters! • Set goals and create a strategy • Post interesting content and interact with followers • Remain up-to-date on industry trends and changes • Represent your brand in the best possible manner • Measure the results of your efforts and make changes accordingly
- 74. Questions? Let’s Chat! Twitter: /webtalentmktg @webtalentmktg LinkedIn: /company/web-talent-marketing Facebook: /webtalentmarketing
- 75. 2014 Lancaster Chamber of Commerce Business Expo
- 76. Services: Web Design & Development Search Engine Optimization Paid Search Management Conversion Rate Optimization Email Marketing Reputation Management Call or email to schedule a Free Consultation! www.WebTalentMarketing.com | 800-405-2947
- 77. Our raffle winner will receive 3 months of complimentary social media consultation erica@webtalentmarketing.com emily@webtalentmarketing.com
Notes de l'éditeur
- JE Notes: Define regularly…. Is this once per day, multiple times per day. I would through in the stat about how often people check their FB (multiple times per day). JE Notes: 3rd bullet point. This could be the opportunity to say that other networks are looking to change this (Buying directly from Instagram, Pinterest, Amazon’s direct purchasing from Twitter using specific hashtag, etc.) This should be expanded a bit. Include a picture here!! I would include a picture of a tween on social. Use 123rf account or give image credit on presentation.
- Add picture… people love to see images
- JE Notes: You do not need to use cont. I would time these to come in one at a time.
- This is perfect…. I wouldn’t include any text on this slide. But you can speak to the nuances of each network.
- JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
- JE Notes: you should lead with this slide. Everyone knows FB and they are the biggest.
- JE Notes: you should lead with this slide. Everyone knows FB and they are the biggest.
- JE Notes: you should lead with this slide. Everyone knows FB and they are the biggest.
- JE Notes: I would talk about Linkedin’s obvious trend towards recruitment.
- JE Notes: I would really drive home the fact this is the top ‘second screen’ network (first screen is your TV and second screen is either your phone, tablet or laptop while you are watching TV. I would use examples of TV shows that show real-time tweets, reactions, and thoughts from their viewers through unique hashtag.
- JE Notes: I would really drive home the fact this is the top ‘second screen’ network (first screen is your TV and second screen is either your phone, tablet or laptop while you are watching TV. I would use examples of TV shows that show real-time tweets, reactions, and thoughts from their viewers through unique hashtag.
- JE Notes: I would really drive home the fact this is the top ‘second screen’ network (first screen is your TV and second screen is either your phone, tablet or laptop while you are watching TV. I would use examples of TV shows that show real-time tweets, reactions, and thoughts from their viewers through unique hashtag.
- JE Notes: I wouldn’t include anymore words on this slide. Visual only slide, Promoted account, trends and tweets
- JE Notes: This slide looks naked. It needs something… either picture, or something else.
- JE Notes: I would DEFINITELY show some big brands doing big things on YouTube. GoPro and Red Bull are the two poster children
- JE Notes: I would DEFINITELY show some big brands doing big things on YouTube. GoPro and Red Bull are the two poster children
- JE Notes: you need to visualize this with images
- JE: I would include a slide that has ‘additional networks’ and just mention there are ??? Number of active social networks nad more added each day. It is important to understand where your audience is spending their time. I would include the Ello logo, Snapchat, Jelly, etc.
- JE: I would include a slide that has ‘additional networks’ and just mention there are ??? Number of active social networks nad more added each day. It is important to understand where your audience is spending their time. I would include the Ello logo, Snapchat, Jelly, etc.
- JE: I would include a slide that has ‘additional networks’ and just mention there are ??? Number of active social networks nad more added each day. It is important to understand where your audience is spending their time. I would include the Ello logo, Snapchat, Jelly, etc.
- JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
- JE Notes: I would FLOOD this slide and at least one more slide with more of these. People need to know this and it will add humor to your presentation. Which is great!!
- JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
- JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
- JE Notes: I would FLOOD this slide and at least one more slide with more of these. People need to know this and it will add humor to your presentation. Which is great!!