Creating a Social Media Marketing Plan

Creating a Social Media Plan
Find out if Social Media is
right for your organization

Who is Colleen Wright?
• Digital Marketing Instructor for Five Years through
Search Engine Academy Northwest
• Online Marketer Since 1997
• Graduate of Portland State University
– Marketing

– Advertising Management

• Digital Marketing Consultant that has increased revenue
for many businesses small and large over the years
• Business Advisor for the Small Business Development
Center at PCC

2

What’s on the Agenda Tonight…
1. What is Social Media Marketing?

2. Why should businesses engage in Social Media?

3. Types of Social Media Sites

4. Creating a Social Media Plan

5. What to share on Social Media

6. Tips to help you with Social Media

7. Social Media Optimization

8. A Quick review of:

a. Linked In

b. Facebook

c. Twitter

9. Q&A

Response Interactive LLC © 2013 2/4/2013 3 3

What is Social Media Marketing?

Response Interactive LLC © 2013 2/4/2013 4

What Is Social Media Marketing?

From Wikipedia:

Social media marketing refers to the process of

gaining website traffic or attention through
social media sites.[1][2]



From Wikipedia:

Social media marketing programs
usually center on efforts to create
content that attracts attention and
encourages readers to share it with
their social networks.


From Wikipedia:
A corporate message spreads from user to
user and presumably resonates because it
appears to come from a trusted, third-
party source, as opposed to the brand or
company itself.
Hence, this form of marketing is driven by
word-of-mouth, meaning it results in
earned media rather than paid media.


From Wikipedia:

Social media has become a platform that is easily
accessible to anyone with internet access.

Increased communication for organizations fosters
brand awareness and often, improved customer
service.

Additionally, social media serves as a relatively
inexpensive platform for organizations to implement
marketing campaigns.


Why Do Social Media Marketing?

• Elevate your business as an industry expert

• Generate traffic

• Create conversations


Stats on Social Media Marketing
Every MINUTE of every day:
• 100,000 tweets are sent
• 684,478 pieces of content are shared on Facebook
• 2 million search queries are made on Google
• 48 hours of video are uploaded to YouTube
• 47,000 apps are downloaded from the App Store
• 3,600 photos are shared on Instagram
• 571 websites are created
• $272,000 is spent by consumers online
(source:
AllTwitter, http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/)


Stats on Facebook
• One billion monthly active users as of October
2012.
• Approximately 81% of our monthly active
users are outside the U.S. and Canada.
• 552 million daily active users on average in
June 2012.
• 600 million monthly active users who used
Facebook mobile products in September
2012. http://newsroom.fb.com/content/default.aspx?NewsAreaId=22


Stats on Twitter
Twitter turned 6 in March 2012 and has:
• 140 million active users
• 340 million tweets each day
(up from 50mm in 2010)
• 6.9 million active mobile users

Source:
http://www.globalpost.com/dispatch/news/regions/americas/united-states/120930/instagram-twitter-mobile-users
http://business.twitter.com/en/basics/what-is-twitter/

12

Stats on LinkedIn
ABOUT

164 MILLION*
LINKEDINMEMBERS WORLDWIDE

http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012

13

Stats on LinkedIn
MEMBERS DISTRIBUTION BY AREA

Source:
LinkedIn Ad Platform
Data comes from the LinkedIn Estimated Target
Audience

Estimated Target Audience is an approximation of
total member registrations.

Compiled:
January 2012

Compiled by:
Amodiovalerio Verde

14

Stats on Pinterest

http://infographicjournal.com/pinterestingly-enough/

15

Stats on Pinterest

http://infographicjournal.com/pinterestingly-enough/

16

Stats on YouTube
• Over 800 million unique users visit each
month
• Over 4 billion hours of video are watched each
month on YouTube
• In 2011, YouTube had more than 1 trillion
views or around 140 views for every person on
Earth
• Traffic from mobile devices tripled in 2011
http://www.youtube.com/t/press_statistics

17

Stats on YouTube
• More than 20% of global YouTube views come
from mobile devices
• 500 years of YouTube video are watched every
day on Facebook, and over 700 YouTube videos
are shared on Twitter each minute
• 100 million people take a social action on
YouTube (likes, shares, comments, etc) every
week

http://www.youtube.com/t/press_statistics

18

Why Engage in
Social Media?

Social media enables you to:
• Share your expertise and
knowledge
• Tap into the wisdom of your consumers
• Enables customers to help customers
• Engages prospects through customer evangelism

http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm


Why You Should NOT Do Social Media
• Generate sales

• Generate a list of prospects

• Generate phone calls or contact inquiries
• Measure ROI
– David Meerman Scott’s ―rant‖ on ROI:
http://www.ribeeziemedia.com/wp-
content/uploads/2010/01/DMScott_Intervie
w4.mp3
• You want to create a ―viral‖ campaign
– It probably won’t work


Types of Social Media Sites

Social ―bookmarking‖ sites such as:

These sites have their own communities and
governments‖ and basically run themselves.



Identity-based sites are based on who you are
and the type of business you’re in and are
based on connecting with networks of
friends, associates and contacts you know.


Your own personal Blog is an identity-based
social media site if you open up comments.

Message boards, forums, and newsgroups (such
as Yahoo! Groups and Google Groups – think
about how long newsgroups have been around)



Micro-Blogging
sites, such as:


5. Pinning Sites, such as:

6. Video Sites, such as:


Creating a
Social
Media
Marketing
Plan



If you enter into
social media marketing without a plan,

You Will Fail.

Period.

http://outspokenmedia.com/social-media/social-media-planning/

27


28

Understand your audience:
1. Who is your target market?
2. What does your target market need?
(Describe their needs NOT what you offer)
3. What are your customer’s pain points?
(List all of your customer’s pain points)
4. What emotions are evoked by their big pain?
5. What do you do? (How do you solve your customer’s
problems?)
6. Who are your competitors?
7. What differentiates your company from the competition?

29


Once you have researched your audience and the
competition, the next step is to:
Create your online brand!
then
Secure your online brand!

30

Secure your online brand http://knowem.com/

31

Determine how you will measure your
success
Blog comments ?
Conversions ?
Links ?
Twitter talk ?
Better brand recognition ?

32

Understand your customers;
hang out where they hang out.

Are they on:

Why follow your customers?
You want to know what your customers want and
place yourself ahead of the competition


Rules Regarding
Social Media Marketing

1. Must be 100% free:
No strings attached
2. Sales is NOT the goal:
Consumers of content are not in ―buy‖ mode
3. Make it easy to spread the word:
You want others to disseminate your
information free and freely


Some common ways of sharing:

 Authoritative information

 Entertainment

 Humor

 Controversy
(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing



Authoritative
Information

http://www.youtube.com/watch?v=v5K5H7SM4cw


Entertainment


Humor


Controversy

http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/


Rules Regarding
4. Deliver what you promise:
Don’t try to fake people out – you’ll be buried
very quickly
5. Don’t expect an ROI:
It’s nearly impossible to tie social media back
to sales or other dollar measurements


Tips for Social Media Marketing

Be committed: Research and solicit a relevant
audience.

Design a plan: Schedule start dates, goals
and benchmark the plan’s progress.


Plan a “friending” strategy:

• Publish a badge—or an icon—that allows
customers to share your website on their
LinkedIn, Facebook and Twitter pages.

• Place links to your social media
pages in your email signature.



Have a ―crisis‖ communication plan:
Be prepared for negative comments and know in
advance how you will respond.

Monitor with:

Google Alerts and
socialmention.com

http://www.google.com/alerts
http://socialmention.com/


Be proactive:
Monitor daily
and produce
daily updates
that give
followers a
unique insight
of your
business.



Be proactive:
Encourage
interactivity and
discussion.



Personalize:
Social media
pages should
not be overtly
commercial.


Personalize:
Consider
consumers’
interests and
provide
entertainment
value to keep
them coming
back.

Integrate all marketing efforts:
Publish all messages to every marketing
vehicle:
1. Social Media
2. Newsletters
3. Web Sites
4. Public Relations
5. Advertising

and be certain they are consistent.



Integrate all marketing efforts:
Create external links to post on social media
pages that direct the fan to your published
press, advertisements, commercials, etc.

Source: Howard Schaffer Media Marketing


Social
Media
Optimization


Social Media Optimization (SMO)

• Social Media Optimization is defined
by Wikipedia as the way to optimize
Web sites/pages so they’re more
easily connected to social media
sites.



―Rules to guide your thinking‖ in optimizing your
site/page so it’s more easily connected to social
media (SM) sites:
• Increase your linkability
(write and share content to which
people will want to link or share)

• Make tagging easy
(include tags as well as links to the SM sites)
see: http://en.wikipedia.org/wiki/Tag_(metadata)
example:
http://mashable.com/2010/05/10/organize-twitter-profile/



• Reward inbound links
(link back to people who link to you)

• Help your content travel
(include a bio, mention your content to
others)


Widgets and Badges


Links to Widgets and Badges
FaceBook
http://www.facebook.com/badges/

Twitter
http://twitter.com/goodies/widgets

LinkedIn
http://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges

Pinterest
http://pinterest.com/about/goodies/


Working in


Maximizing a Business Page
Go to: http://www.facebook.com/pages/create.php
to create a page



Click the
―Edit
Button‖
to edit
your
page



Set up email notifications so you can be
super responsive to fans of your page



Set up your mobile device to respond quickly



Add the
Facebook
App to your
phone and
iPad



Set
permissions
for your
page.

DO NOT
publish page
until
complete.


Ways to market a business on FaceBook
•Create a Cause
•Develop a Group
•Post Videos, Photos and Links
•Design a quiz
•Post your Events
•Create a Business Page
•Run a Facebook Ad
•Promote a Post


Working in


Optimizing your Profile


Enhancing your LinkedIn Profile

Click on “Profile”



Click on the “Edit Profile” link



The goal is to get your
profile to 100%
completeness


Click on [edit] to
add
summary, cannot
use HTML when
developing
summary



Add as many
skills as are
applicable so
people can
find you
appropriately
in a search



Add Sections is
Located just
above your
Summary



Click on the “Edit” link next
your name and fill in the
information, then Click on
the
“Save Changes” button



Add your
Websites by
clicking on [edit]

Choose “Other” in
the drop down box
so you can name
your websites using
keywords to help
people find what
you do.


Manage and Request
Recommendations


Recommendations

Manage
recommendations


Recommendations

Get
Recommended, Cli
ck on the
“Recommendation”
Link


Recommendations

Get
Recommended, Cli
ck on the “Ask for a
recommendation”
Link or…


Recommendations

Get
Recommended, Click
on the “Request
Recommendations” or
“Ask to be endorsed”
Links


Recommendations

Only ask for
recommendation
s from people
you are willing to
recommend
back.


Recommendations

Choose Recipients


Recommendations


Companies Pages


Companies Page


Companies Page

Follow your
competition
to keep
track of
what they
are doing.


Companies Pages

Features:
• Tell your company’s story
• Highlight your products and services
• Engage with followers
• Share career opportunities
• Drive word of mouth at scale


Takeaways



Great for business networking
•Find jobs
•Develop business
•Promote projects and opportunities
•Keep track of your competition
•Publicize Events


Ways to market your business
•Start a Group
•Join Groups
•Create a Company Page
•Post your Events
•Answer Questions
•Ask for recommendations
•Post updates
•Run an Ad


Working in


About Twitter
What is it?

Twitter is a service for friends, family, and
co–workers to communicate and stay
connected through the exchange of
quick, frequent messages.


About Twitter
What is it?

People write short updates, often called
"tweets" of 140 characters or fewer.

These messages are posted to your profile
or your blog, sent to your followers, and
are searchable on Twitter search.

http://help.twitter.com/entries/13920-frequently-asked-questions


About Twitter
The Lingo
Follow
Following someone simply means receiving their Twitter
updates.
Unfollow
If you no longer wish to view someone’s tweets in your
timeline, you can unfollow them.
@Replies
An @reply is a public message sent from one person to
another, distinguished from normal updates by the
@username prefix. If a message begins with
@username, we collect it as a reply. Reply publicly to any
update on Twitter by using the @username format.


About Twitter
The Lingo

DM – Direct Message
Direct messages are private messages sent from one
Twitter person to another. You can only send a direct
message to a person who follows you.

RT – Retweet
RT is short for retweet, and indicates a re-posting of
someone else's tweet. This isn't an official Twitter
command or feature, but people add RT somewhere in a
tweet to indicate that part of their tweet includes
something they're re-posting from another person's
tweet, sometimes with a comment of their own.


About Twitter
The Lingo
Hashtag - #
Because Twitter provided no easy way to group tweets or
add extra data, the Twitter community came up with their
own way: hashtags. A hashtag is similar to other web
tags- it helps add tweets to a category. Hashtags have the
'hash' or 'pound' symbol (#) preceding the tag, like so:
#traffic, #followfriday, #hashtag. Hashtags can occur
anywhere in the tweet: some people just add a # before a
word they're using.
Lists
Curated groups of other Twitter users. Used to tie specific
individuals into a group on your Twitter account. Displayed
on the right side menu of your homepage.


About Twitter

The Lingo
Avatar
The personal image uploaded to your Twitter profile in the
Settings tab of your account.
Favorite
To favorite a Tweet means to mark it as one of your
favorites by clicking the yellow star next to the message.
Reply
A Tweet posted in reply to another user's message, usually
posted by clicking the "reply" button next to their Tweet in
your timeline. Always begins with @username.


About Twitter

The Lingo

For a Glossary of Terms go to:

http://help.twitter.com/entries/166337-the-twitter-glossary


About Twitter

Join or Sign in


About Twitter

You get 140 characters
for sharing your
thoughts


About Twitter

Customizing Twitter


About Twitter

Customizing your
Twitter Account


About Twitter

Think in terms of
keywords under
which you want
people to find you.


About Twitter

Set up your mobile account


About Twitter

You get 160
characters to
build your
profile. Think
about how you
want people to
find you.


About Twitter

Choose a theme
or customize
your own…


Twitter Tools
TweetMeme - Search and retweet the hottest stories on Twitter.

Twitvid - Easily share videos on Twitter.

Twitalyzer – Serious analytics for social relationships.

WeFollow - Twitter directory and search. Find Twitter followers.

Klout - ―The standard for influence‖

TweetDeck – Brings more flexibility and insight to power users.

HootSuite - Dashboard for teams using
Twitter, Facebook, LinkedIn.

TrueTwit – Validation service. Stop wasting time with spammers.
http://dailytekk.com/2012/03/19/the-top-100-twitter-tools-of-2012-categorized/


Twitter Tools
http://twitter.polldaddy.com/

http://everycharactercounts.com/

http://lessfriends.com/

http://tweetstats.com

http://www.tweetworth.com/

http://twittersheep.com


Twitter Tools
http://www.twhirl.org/

http://www.socialoomph.com/

http://untweeps.com/

http://www.youtube.com/watch?v=TY-e4zSuuJc

http://twitterautoposter.net/

http://www.twitterblaster.com/

http://virl.com/250/


Take Away’s


•Considered a micro-blogging network
•Great place to research trends
•Wonderful for sharing ideas
•Excellent for getting the word out about
what you do
•Great way to drive traffic to a website or
blog
http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/



Ways to market a business on Twitter
•Be sure to follow the 80/20 rule when
tweeting.
•Craft an appropriate Twitter Policy, and
encourage your employees to sign up for
accounts on Twitter.



Ways to market a business on Twitter
•As the owner of your business, register
your @companyname and use it for all
your tweets.
•Use Twitter Search to find and respond to
tweets about your products or your brand.
•Ask for feedback on your products and
then follow up with the responses you get


Final Words


Social Media Takeaways

1. Integrate your efforts to reduce time spent
on Social Media
2. Have a plan and follow it
3. Incorporate Widgets for
LinkedIn, FaceBook and Twitter to your
Website, blog and even your email signature.


Social Media Takeaways

4. Limit your self promotion
5. Give generously to your community
6. and Have Fun!


Contact Information

Colleen Wright
Consulting
info@responseim.com
www.responseim.com

Training
www.seotrainingnw.com


Thank you!

Get a copy of the presentation at:
http://www.slideshare.net/sheenalena/presentations


Creating a Social Media Marketing Plan

Recommandé

Recommandé

Contenu connexe

Tendances

Tendances (20)

Similaire à Creating a Social Media Marketing Plan

Similaire à Creating a Social Media Marketing Plan (20)

Plus de Search Engine Academy Northwest

Plus de Search Engine Academy Northwest (9)

Dernier

Dernier (20)

Creating a Social Media Marketing Plan