Social media marketing

Social Media Marketing
by Annie Lynsen
of Small Act

(Let the hilarity ensue.)
Wednesday, November 20, 13

What are we
going to cover?


What are we
going to cover?
Overview of social media


What are we
going to cover?
Platforms


What are we
going to cover?
Platforms
Strategy


What are we
going to cover?
Platforms
Strategy
Brand presence vs. campaigns


What are we
going to cover?
Platforms
Strategy
Etiquette


What are we
going to cover?
Platforms
Strategy
Etiquette
Measurement

What are we
going to cover?
Platforms
Strategy
Etiquette
Measurement
And (nonprofit) case studies

Key takeaways


Key takeaways
Nobody can afford to ignore social
media.


Key takeaways
media.
Social media rocks, but it’s not a silver
bullet. Like any other marketing effort,
you have to use it well to be effective.


Key takeaways
media.
Each net work has its own strengths
and strategies, and they may not all be
right for each organization.


Key takeaways
media.
right for each organization.
Listen, be nice, and measure everything.

Socialnomics video

http:/
/smallact.com/blog/
socialnomics-2013-video

It’s not a communication change.
It’s a cultural revolution.



Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION


Facebook users
have uploaded 250
BILLION photos
since launch

Total # of Facebook users:
1.15 BILLION
# who check it daily:
699 MILLION


Traditional media vs.
Social media


In what ways are nonprofits
using social media?


using social media?
Brand awareness


using social media?
Brand awareness
Customer ser vice channel


using social media?
Brand awareness
Word-of-mouth campaigns


using social media?
Brand awareness
Word-of-mouth campaigns
Building relationships with their
donors/members


How can social media be used
(effectively) in marketing?


Get around advertising fatigue &
ineffectiveness


ineffectiveness
“Humanize” the brand/give the brand
personality


ineffectiveness
personality
Offer better, on-the-spot customer
service/responses to questions


ineffectiveness
personality
Offer better, on-the-spot customer
service/responses to questions
Find donors/members where they spend
the most time

But...does it get results?


No.


Maybe.


Yes!


What about nonprofits?
HELPING HANDS:

A local affiliate of the Oregon Food Bank sponsored a
Thanksgiving fun run, Give N’ Gobble. The race director
hired Bonfire Social Media to create a search
optimized blog, Twitter and Facebook pages. The blog
served as a platform for race news, interviews, photos
and easy race registration. Donations increased by
almost 50% versus the previous year; runners
increased by over 25%; volunteers increased 2X; web
traffic increased 76%; pages indexed by search engines
increased by 150%.

Platforms
Where can you do stuff?


Twitter

What is Twitter?


What is Twitter?
Twitter is a website which lets you send
and read messages called t weets.


What is Twitter?
Tweets are text-based posts of up to
140 characters.


What is Twitter?
Tweets are text-based posts of up to
140 characters.
Users “follow,” or subscribe, to various
people’s t weets so they can read their
updates.


http:/
/xkcd.com/1083/

Why bother?


Why bother?
Twitter has plenty of time for your
organization.


Why bother?
organization.
Twitter provides unique opportunities to
connect with A-listers that other social
net works don’t.


Why bother?
organization.
Twitter provides unique opportunities to
connect with A-listers that other social
net works don’t.
Do you want to create an account when
times are good, or when a crisis hits?


General Twitter strategy:
Relationship cultivation


Relationships ➡ inspiration ➡
expanding your net work.


Provide value to the masses, but speak
to individuals as individuals when you
can.


Provide value to the masses, but speak
to individuals as individuals when you
can.
Bottom line: More supporters, more
money.


What is Facebook?


What is Facebook?
Facebook is the world's most popular
social net working website.


What is Facebook?
Users share “status updates,” pictures,
videos, links, etc.


What is Facebook?
Users share “status updates,” pictures,
videos, links, etc.
The updates of your friends (and brands
you follow) appear in your “News Feed.”


http:/
/www.shoeboxblog.com/?p=1776

Why bother?
Huge, highly-engaged audience (1.15
billion, 699 million check daily).


Why bother?
User-friendly, inexpensive advertising
you can target very specifically based
on people’s demographics AND interests.


Why bother?
Can drive tons of traffic to your
website.


Why bother?
Can drive tons of traffic to your
website.
Fun fact: 46% of millionaires are on
Facebook, vs. 19% on LinkedIn

General Facebook strategy:
Daily, share-able posts


Post a few times a week.


Share links your audience will find
useful.


Share links your audience will find
useful.
Use photos a LOT.


http:/
/xkcd.com/918/


What is Google+?


What is Google+?
Combines best of Facebook (friending,
news feed, multimedia sharing), with
Tumblr & Twitter (one-sided sharing)
and all the goodness of Google.


Why bother?
SEO, SEO, SEO.


Why bother?
SEO, SEO, SEO.
Integrates with all other Google
products.


Why bother?
SEO, SEO, SEO.
products.
Great way to reach tech-elite audience.


Why bother?
SEO, SEO, SEO.
products.
Great way to reach tech-elite audience.
Hangouts & Helpouts have interesting
opportunities for connecting with
stakeholders/clients.

General Google+ strategy:
Focus on SEO & experiment


Add a +1 button to your blog/website.


Post your latest blog posts on Google+
and participate in communities to drive
traffic.


Post your latest blog posts on Google+
and participate in communities to drive
traffic.
Experiment with Hangouts & Helpouts
as a way to reach customers/members.


What is LinkedIn?


What is LinkedIn?
LinkedIn is a professionally-driven
social net work where you can share
your resume and hopefully find a job.


What is LinkedIn?
LinkedIn is a professionally-driven
social net work where you can share
your resume and hopefully find a job.
LinkedIn also features groups related to
various professional interests, for
net working purposes.


And this is where I’d put
a funny LinkedIn comic

If I could find one!


Why bother?
Brand engagement with LinkedIn is
generally limited to ads and groups. You
can do some status updates as a
business but...these features aren’t welldeveloped.


Why bother?
Brand engagement with LinkedIn is
generally limited to ads and groups. You
can do some status updates as a
business but...these features aren’t welldeveloped.
BUT...LinkedIn has a different audience
than other social net works, and is
great if you want to reach folks who
don’t spend a lot of time on Facebook,
Twitter, etc.

Also...


Features to pay
attention to


Features to pay
attention to

Source: http:/
/blog.hubspot.com/blog/tabid/6307
/bid/31889/13-Brands-Using-LinkedIn-CompanyPage-Features-the-Right-Way.aspx

Features to pay
attention to
“Showcase Pages work
like less-robust Company
Pages, giving major
corporations
likeMicrosoft the ability
to create pages for niche
divisions or business
units, such as Microsoft
Office or Xbox. Showcase
Pages will be followable,
meaning Microsoft can
share Xbox content with
LinkedIn users who have
shown interest in the
product, rather than
every user who simply
follows Microsoft.”

Source: http:/
/mashable.com/2013/11/19/linkedin-showcase-pages/

General LinkedIn
strategy: Groups, ads


General LinkedIn
Start a group related to your company
(if large) and/or interest area. Keep the
conversation going.


General LinkedIn
conversation going.
Try ads targeted at the sorts of folks
you want to attract to your business.


General LinkedIn
conversation going.
Try ads targeted at the sorts of folks
you want to attract to your business.
Fill out your company page completely
and keep it up-to-date regarding your
products & ser vices.

What is YouTube?


What is YouTube?

YouTube is Google’s video sharing site.


http:/
/xkcd.com/920/

Why bother?
While creating videos can be tricky and
more time-consuming than other social
net works, videos give your company a
unique opportunity to tell its story in a
more tangible way.


General YouTube strategy: Short,
compelling, entertaining content


Optimum video time is 3 minutes or less.
Shorter is better.


Shorter is better.
Create content people want to watch.
People do not want to watch
commercials (unless they are very
entertaining).


Shorter is better.
Create content people want to watch.
People do not want to watch
commercials (unless they are very
entertaining).
Make it entertaining, moving, heartwrenching - whatever it takes to tell
your story and get people to watch.

Photo/short video
sharing sites

What are they?


What are they?
Instagram, Hipstamatic, Vine, Flickr, etc.


What are they?
Instagram, Hipstamatic, Vine, Flickr, etc.
Allow users to share photos (and
sometimes short videos) with friends
and/or the world at large. Some offer
the ability to add fun effects to your
photos as well.


http:/
/www.explosm.net/comics/2829/

Why bother?
Great chance to showcase “visual”
brands (like restaurants, pet stores,
etc.).


Why bother?
etc.).
Short videos are HUGE. Vine & Instagram
let you show videos easily viewable on
mobile devices without wifi.


Why bother?
etc.).
Short videos are HUGE. Vine & Instagram
let you show videos easily viewable on
mobile devices without wifi.
Create real-time albums for events and
allow others to contribute.

General photo-sharing
strategy: Target your audiences


Show your brand’s visual side


Experiment with short videos


Consider contests/real-time group
photo sharing


Consider contests/real-time group
photo sharing
Engage in subcommunities


What is it?


What is it?
Pinterest is a visually-driven site where
people share pictures of things they like.


What is it?
They create “boards” (categories) of
“pins” (items/photos/etc.).


What is it?
They create “boards” (categories) of
“pins” (items/photos/etc.).
People can search for keywords,
hashtags, or browse categories like
“Food and Drink,” “Men’s Fashion,”
“Geek,” “Tattoos,” “Weddings,” etc. to
find things to add to their boards, or
upload their own pictures.

https:/
/www.pinterest.com/pin/
13721973834480302/


Why bother?
It’s really popular. By some measures, it’s
the third most-popular social net work.


Why bother?
It’s a way to reach people who may not
spend a ton of time on other social
net works.


Why bother?
net works.
It’s a net work driven by the ideas of
inspiration and specific interests.


Why bother?
net works.
It’s a net work driven by the ideas of
inspiration and specific interests.
It’s a new (ideal) place to tell your story.

General Pinterest strategy:
Pretty, share-able content


Think pretty!


Think pretty!
Think shareable! 80% of all pins are
repins.


Think pretty!
repins.
Be very specific in board creation, i.e.
“Breakfast recipes.”


Think pretty!
repins.
Be very specific in board creation, i.e.
“Breakfast recipes.”
Use hashtags.


Other places to consider
sharing


sharing
Foursquare


sharing
Foursquare
Reddit


sharing
Foursquare
Reddit
Vimeo


Strategy
Gettin’ it done


Questions to ask before
you do anything


you do anything
What do we want to get out of this?


you do anything
Who is our audience (and which
net works do they use)?


you do anything
What stories resonate for our audience?


you do anything
What stories resonate for our audience?
What/who do we need in place to start?


How do you get started
building a brand presence?


Listen


Listen
Engage


Listen
Engage
Test


Listen
Engage
Test
Wash, rinse, repeat


Brand- building vs.
campaigns


Brand- building vs.
campaigns
Brand-building


Brand- building vs.
campaigns
Brand-building
Fewer short-term but more long-term gains


Brand- building vs.
campaigns
Brand-building
Establishes a “voice”


Brand- building vs.
campaigns
Brand-building
Builds trust


Brand- building vs.
campaigns
Brand-building
Builds trust
Campaigns


Brand- building vs.
campaigns
Brand-building
Builds trust
Campaigns
Mostly short-term gains, possible long-term
gains


Brand- building vs.
campaigns
Brand-building
Builds trust
Campaigns
Mostly short-term gains, possible long-term
gains
Quick acquisition of followers & buzz

Think of it like “The Rocky
Horror Picture Show”


Audience participation is key.


Antici...pation works.


Show your favorite obsession: Strive to
be a thought leader.


“Don’t dream it, be it!” Take risks!


Good brands (examples)


Etiquette


Etiquette
Humanize your profile


Etiquette
Be personal


Etiquette
Be personal
Contribute


Etiquette
Be personal
Contribute
Content is king!


Etiquette
Be personal
Contribute
Content is king!
Rarely ask others for promotion


Etiquette
Be personal
Contribute
Content is king!
Do promote other’s content (12:1 rule)


Etiquette
Be personal
Contribute
Content is king!
Do promote other’s content (12:1 rule)
Keep it relevant

Measurement


Measurement
Start tracking, right from the start:


Measurement
URL clicks (bit.ly)


Measurement
URL clicks (bit.ly)
Interactions (ret weets, comments,
@’s, “likes”)


Measurement
URL clicks (bit.ly)
Interactions (ret weets, comments,
@’s, “likes”)
Followers


Measurement
Analyze:


Measurement
Analyze:
What content are people responding
to?


Measurement
Analyze:
to?
What times/days am I getting the
most traction?


Measurement
Analyze:
to?
What times/days am I getting the
most traction?
What conventions seem to get
attention? (length of message, type of
message, platforms, etc.)

Measurement
Then:


Measurement
Then:
Replicate your success


Measurement
Then:
Avoid repeating failures


Measurement
Then:
Avoid repeating failures
Continue experimenting


Measurement
Which tools to use?


Measurement
Which tools to use?
Composing/tracking tools (Hootsuite)


Measurement
Which tools to use?
Listening tools (Tweetdeck)


Measurement
Which tools to use?
Audience sentiment tools (Radian6)


Measurement
Which tools to use?
Audience sentiment tools (Radian6)
Campaign-specific tools (and number
of Facebook campaign/contest addons)

A bit about personal
branding


branding
Balance: Be real, but be professional.
Share personal things you wouldn’t mind
your future boss seeing.


branding
Share career/project accomplishments.


branding
Ask questions and reach out to people
you want to connect with
professionally.


branding
Ask questions and reach out to people
you want to connect with
professionally.
Live-t weet from relevant conferences.

branding

Check out this blog post: http:/
/
www.socialnomics.net/2013/11/19/
being-authentic-and-geeking-out-onsocial-media/


Wrap up:
Key takeaways


Wrap up:
Key takeaways

You can’t afford to ignore social media in
your marketing efforts.


Wrap up:
Key takeaways



Wrap up:
Key takeaways

right for you.

Wrap up:
Key takeaways

right for you.
Listen, be nice, and measure everything.

Question time
& thanks!

Find me online:
annie@smallact.com
smallact.com/blog
gplus.to/smallact gplus.to/alynsen
@smallact @thinklynsen

Social media marketing

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