This document summarizes a presentation by Mary Ann Davis on digital and social media marketing strategies. It discusses trends in social media usage, including growth in active users, mobile usage, and social commerce. It outlines benefits of social media marketing such as website marketing, lead generation, and sales. It provides tips for planning a social media strategy, including defining the target audience, choosing relevant networks, setting goals, creating a social media team, developing a content plan by identifying audience needs and researching competitors, analyzing results, and retooling the strategy based on findings.

1. www.carrolltraining.com/powerbrew
Digital & Social Media
Marketing:
Digital Strategies for
Promoting & Protecting
Your Online Brand
Mary Ann Davis
May 17, 2016

2. Mary Ann Davis spends her days working
at Carroll Community College as the
Digital Marketing Administrator, leading
the college’s social media, website
marketing & online advertising efforts.
In the evenings, she’s a Digital Marketing
Instructor for the college’s Digital &
Social Media Professional program,
teaching students the latest
developments & best practices for
business.
about.me/mary_ann_davis

3. Digital marketing is any form
marketing that is used to promote
products or services via
electronic devices, using offline
marketing and online marketing
channels.

4. Social media marketing is a
online marketing channel & is
the process of gaining traffic or
attention through social media
sites by creating content that
provides value & encourages
engagement.

5. Trends Benefits
Planning
Tips
Today’s Social Media Marketing
Brews

6. Trends

7. Trends
• There are over 2.206 billion active users, a
global penetration of 30%
• Social media users have risen by 176 million from
2014 to 2015
• Facebook adds ½ million new users every day; 6
new profiles every second.
Source: Social Media Today, 10 Amazing Social Media Growth Stats From 2015

8. Average Monthly Usage
Source: Pew Research, Social Media Update 2014
1,550 billion
500
400
320 300
100 100
Facebook Tumblr Instagram Twitter
Google+ Pinterest LinkedIn
million

9. Mobile Trends
• 1.925 billion users utilize their mobile devices
for social media platforms
• 365 million active mobile social users have been
added from 2014 to 2015
• 12 new active mobile social users are added every
second, that’s 1 million per day.
Source: Social Media Today, 10 Amazing Social Media Growth Stats From 2015

10. Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
3 billion
5 billion
9 billion
14 billion
2012 2013 2014 2015
Sales

11. Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
Positive online
product reviews can
increase a product’s
price by 9.5%.
Negative reviews
have an 11% chance
of changing a person’s
intent to purchase.

12. Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015

13. Social Commerce Trends
Average Order by Social Referrer
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
$65.00 $58.95 $55.00
$50.75 $46.29 $44.24 $40.00

14. Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015

15. Benefits

16. Benefits

17. Benefits
• Website Marketing
Offers linking functionality to drive traffic to your
website & can positively impact search engine
optimization (SEO) as search engines factor social
engagement.
• Lead Generation
Helps to generate leads with the use of apps &
attaching free assets to content posts.
• Sales
Supports the purchasing of products & services through
ratings, reviews, recommendations, likes and shares.

18. Planning
Tips

19. Planning Tip #1:
Define Your Target Audience
• Age
• Income level
• Location
• Education level
• Hobbies

20. Planning Tip #2:
Choose Social Networks
that Reach Them

21. Who Uses …
Gender Age Location Education Income
Women 18 - 49 Urban,
Suburban
& Rural
Non-high
school grad to
went to college
<$30K -
>$75K
Women
& Men
18 – 29 Urban,
Suburban
& Rural
Some college
experience or
went to college
<$30K -
>$75K
Women 18 - 25 Urban &
Suburban
Went to
college
<$30K -
>$75K
Women
& Men
30 – 64 Urban &
Suburban
Went to
college
>75K
Women 18 - 64 Urban,
Suburban
& Rural
Some college
experience or
went to college
$30K - $75K+
Source: Pew Research, Social Media Update 2014

22. Planning Tip #3:
Set Goals
Specific
Measurable
Actionable
Realistic
Time bound

23. Five Examples of Social Media Goals
• Enhance brand awareness/loyalty
• Increase website traffic
• Improve customer service
• Increase customer reach
• Generate online leads or sales

24. Five Examples of Social Media Goals
0%
10%
20%
30%
40%
50%
60%
70%
80%
Small Business Mid-Sized Enterprise
Brand Awareness Web Traffic
Lead Generation Customer Reach
Customer Service
PercentofCompaniesinwhich
thisgoalsisisapriority
Source: Trust Radius, 2015

25. Planning Tip #4:
Create a Social Media Team
Internal Staff & External Freelancers
• Content creators
o Writers
o Graphic designers
o Audio & video technicians
• Sharers – resources that search for opportunities to promote the business
• Conversers – resources assigned to participate in your and others’ social
media conversations
• Analysts – resources that analyze & report on the performance of social
media efforts

26. Planning Tip #5:
Build a Content Plan
• Identify audience needs & interests
• Research competitor efforts
• Develop an editorial calendar
• Follow social media network best practices

27. How to:
Identify Audience Needs & Interests
Ask your Audience
Search Like a Customer
Eavesdrop
Social Media
Websites & Blogs

28. How to:
Research Competitor Efforts
Review Published Content
Search
Social Media
Websites & Blogs

29. How to:
Research Competitor Efforts
Eavesdrop on Conversations
Website & Blog
Comments
Social Media:
Friends, Followers,
Connections &
Communities

30. How to:
Develop an Editorial Calendar
Sun Mon Tue Wed Thur Fri Sat
Specify:
• Theme
• Copy, media, hashtags & website links
• Time

31. Follow Best Practices for Each Network
• Posting frequency
• Picture dimensions
o Search Google Docs for “Always Up-To-Date Social
Media Image Sizes Cheat Sheet”
• Video length
• Character length
• Hashtags

32. Planning Tip #6:
Analyze the Results
• Hard metrics (quantitative) – engagement, reach,
impressions
• Soft metrics (qualitative) – online perceptions &
sentiments
Monitor Performance & Conversations

33. Analytic Tools
Built-in Analytics
Third-party Analytics
Google
Analytics

34. Conduct Ongoing Research
Email & Online
Surveys
Listen & Join
Conversations
Social Media Polls

35. Planning Tip #7:
Retool Your Strategy
• Keep pace with digital marketing changes
• Improve performance of under-performing efforts
• Check that original goals still apply
• Take advantage of new content opportunities

36. www.carrolltraining.com/powerbrew
Mary Ann Davis
about.me/mary_ann_davis

37. Thank you for attending!
www.carrolltraining.com