Social Media Marketing: Trends, Best Practices and Campaign Success
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Social Sync; 2015 Trends You Need to Know; Best Practices and Measuring a Campaign Success WHEN: Friday • January 23, 2014 • 10a – 1p WHERE: ETR Career Center Framingham, 1671 Worcester Rd., Framingham, MA 01701 WHO WOULD BENEFIT: Professionals in the marketing, advertising, social media and business communication fields. Business owners be it start-up or established. And individuals in career transition or professional repurposing will benefit greatly from this workshop. If you’re still using traditional marketing, you’re being left behind! Moreover your brand is being left behind! 78% of small businesses attract new customers through social media. SMB marketers identify the top three benefits of social media marketing as increased exposure (89%), increased website traffic (75%), and access to marketplace insights (69%). Social media marketing isn’t a magical remedy for your marketing woes, nor is it an overblown sensation. It is a real, measurable solution that, if executed properly, will: • Increase brand awareness • Give your brand an organic, human feel • Allow you to tune in to what’s being said about your brand • Facilitate word-of-mouth marketing • Give you an immediate medium for customer and potential customer communication • Increase customer loyalty • Build consumer trust. (AudienceBloom.com) Upon completion of this workshop participants will have a better understanding of social media marketing and leave with a broad set of tools that can be used to build powerful online marketing campaigns. PARTICIPANTS WILL LEARN: • How to choose the right social media network for your business • Various content strategies • How to use and leverage social media analytics • To grow your social media channels • How to convert visitors to clients • The Social Media Trends that will dominate 2015 (Forbes) PRESENTER: Judy Parisella – After a 20-year stint in Southern California, Judy has made her way back to her native North Shore. Today she runs her own ‘Cloud Marketing’ firm managing an array of clients and brands, from Teddie Peanut Butter to on-air (TV and Radio) personalities and more. Judy speaks and teaches widely on leveraging today’s emerging online marketing platforms and has launched her own all-natural dog snack; Puppa Nutter. More about Judy at http://www.linkedin.com/in/judyparisella and Puppa Nutter at http://www.nuttycanine.com/.
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Social Media Marketing: Trends, Best Practices and Campaign Success
- 1. Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella Social Media Marketing Trends, Best Practices, Campaign Success
- 2. 21/24/2015
- 3. ‘Stuff’ We’ll Cover 31/24/2015 What is Social Media Marketing Anyway?
- 5. 51/24/2015 ‘Stuff’ We’ll Cover How to Choose the Best Social Media Platform for Your Business.
- 6. 61/24/2015 ‘Stuff’ We’ll Cover ‘Learn to ‘Social Sync’
- 7. 71/24/2015 ‘Stuff’ We’ll Cover Building a Campaign
- 9. 91/24/2015 ‘Stuff’ We’ll Cover 2015 Digital Trends You Need to Know
- 10. 101/24/2015 Digital Marketing makes use of electronic devices such as personal computers, smartphones, cellphones, tablets and game consoles to engage with stakeholders. Digital marketing applies technologies or platforms such as websites, e-mail, apps (classic and mobile) and social networks. Digital Marketing can be through Non-internet channels like TV, Radio, SMS, etc. or through Internet channels like Social Media, E-mails ads, Banner ads, etc. Social Media Marketing is a component of digital marketing. Digital Marketing
- 11. 111/24/2015 Here’s What Social Media Marketing is NOT! Source: www.onemcr.co.uk
- 12. What is Social Media Marketing Anyway? Here’s What its NOT!
- 14. 141/24/2015 Social Media Marketing Social media marketing is the process of gaining website traffic or attention through social media sites. Social media marketing programs usually center on efforts to create content that attracts attention and encourages readers to share it across their social networks. The resulting electronic word of mouth (eWoM) refers to any statement consumers share via the Internet (e.g., web sites, social networks, instant messages, news feeds) about an event, product, service, brand or company Source: Wikipedia
- 15. 151/24/2015 Top Ten Benefits of SMM 1.Increase brand recognition 2.Improve brand loyalty 3.More opportunities to convert 4.Higher conversion rates 5.Higher brand authority 6.Increase inbound traffic 7.Decreased marketing costs 8.Better search engine ranking 9.Richer customer experience 10.Improved customer insights http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social- media-marketing/
- 16. 161/24/2015 WHY Social Media? Boston Bunts Freak’n Fabulous Cakes
- 17. 171/24/2015 Boston Bunts Ingredients: Whatever is least expensive; artificial flavors and sweeteners; 15 year old production facility.
- 18. 181/24/2015 Ingredients: U.S. sourced preferably local only; authentic flavors; raw sugars; state-of- the-art production facility. Freak’n Fabulous Cakes
- 19. 191/24/2015 So Let’s Compare… Boston Bunts Freak’n Fabulous Cakes Ingredients: Whatever is least expensive; artificial flavors and sweeteners; 15 year old production facility. Ingredients: U.S. sourced preferably local only; authentic flavors; raw sugars; state-of-the- art production facility.
- 20. 201/24/2015 So Let’s Compare… Boston Bunts Freak’n Fabulous Cakes Marketing Assets: Website Blog eCommerce Store Twitter Facebook Pinterest Instagram LinkedIn YouTube Channel – Videos Weekly eMail Blast Marketing Assets: Website eCommerce Store
- 21. Marketing Assets: Website Blog eCommerce Store Twitter Facebook Pinterest Instagram LinkedIn YouTube Channel – Videos Weekly eMail Blast 211/24/2015 Here’s How it Works Boston Bunts Freak’n Fabulous Cakes Marketing Assets: Website eCommerce Store
- 22. 221/24/2015 No Social Media Profiles is Like: Your Business Your Brand
- 23. 231/24/2015 Selecting the Social Media Platform Best For Your Brand • Pick a platform where you have the best potential for reaching your ideal audience … • Where you can broadcast the type of media you've decided is best suited for your company source: entrepreneur.com
- 24. 241/24/2015 Facebook Facebook is one of the most powerful social platforms at 1.3 billion users. It's size alone is ‘a positive’ for any business, because you can assume most people are on it. • User can choose what to look at and what to share • More opportunities to represent yourself in various ways • Creates a long-term commitment and relationship building • There's some immediacy as you can reply directly to people's comments or questions source: entrepreneur.com http://expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats/
- 25. 251/24/2015 Example: photos should illustrate not just you at your desk but your dog at a company event, or your staff all teaming up to work at Habitat for Humanity. Facebook Portray your business in a friendly, "sociable" manner. source: entrepreneur.com
- 26. 261/24/2015 Facebook Changes Changes in search functionality Learn more: http://search.fb.com/
- 29. 291/24/2015 Facebook: Promotion Heavy Content Penalized Less than 1% of the 276k+ ‘LIKES’ saw this post
- 30. 301/24/2015 Facebook: Promotion Heavy Content = You Need to Pay to Play • Posts that solely push people to buy a product or install an app. • Posts that push people to enter promotions and • Sweepstakes Posts that reuse the exact same content from ads.
- 31. 311/24/2015 Facebook: Promotion Heavy Content = You Need to Pay to Play You’ll need to allocate some green backs to your marketing budget.
- 32. 321/24/2015 Facebook: Call-to-Action Buttons Buttons: • Book Now • Contact Us • Use App • Play Game • Shop Now • Sign Up • Watch Video https://www.facebook.com/business/news/call-to-action-button
- 34. 341/24/2015 http://www.webpronews.com/facebooks-buy-button-could-be-the-answer-mobile- commerce-is-looking-for-2014-08 Facebook: Mobile Buy Button • Keeps the user on the Facebook application • Directly competes with eBay and Amazon • Quicker consumer conversion
- 35. 351/24/2015 How to Deal with the Facebook Changes • Create content that is conversational and engaging. • If you want to promote something you need to pay to play. • Consider using email marketing for your promotions. • Use other social media platforms. • Run promotions, sweepstakes and other campaigns on your website http://jeannineoneil.com/ and Constant Contact
- 36. 361/24/2015 Twitter Twitter is an ongoing conversation that, like text messaging, has become widely popular. Unlike Facebook and other social media platforms, where people can choose what to look at on your site, or respond later, Twitter is more "in the moment.". • Tool for businesses that want to reach out to people now, and expect--and are ready for--people to reply now. • Handles immediate breaking news, updates, questions for followers, recall announcements, etc. • It's for the business that has things to say frequently and prefers to reach people directly. source: entrepreneur.com
- 38. 381/24/2015 Twitter Changes Tweets Of Those You Don’t Follow Will Appear In Your Twitter Stream • Challenges brands to be more creative with their strategy. • Opportunity to have more reach and connect with others.
- 39. 391/24/2015 LinkedIn LinkedIn The consummate networking site. Even before the term "social media" became fashionable, we had ‘in the flesh’ social networking, and that clearly defines LinkedIn. Connect. Find. Be found. • Build your professional identity online and stay in touch with colleagues and classmates. • Build and engage with your professional network. • Discover professional opportunities, business deals, and new ventures. • Learn and share. • Access knowledge, insights, and opportunities.
- 40. 401/24/2015 LinkedIn Changes Easier Viewing Profile strength Who’s viewed your profile
- 41. 411/24/2015 LinkedIn: Added Content Creation Tool
- 42. 421/24/2015 LinkedIn: Added Content Creation Tool Blogging Tool
- 43. 431/24/2015 LinkedIn: Clearer Metrics & Insights Personal Profile Company Profile
- 44. 441/24/2015 Social Media Profile Sync Single Platform like HooteSuite
- 45. 451/24/2015 Sync Your Social Media Profiles https://hootsuite.com/ https://about.twitter.com/products/tweetdeck https://bufferapp.com/ http://blog.shareasimage.com/4-tools-to-publish-visual-content-to-your-social-media- networks/#!prettyPhoto/1/
- 46. 461/24/2015 Sync Profiles Individually Twitter to Facebook
- 47. 471/24/2015 Sync Profiles Individually Facebook to Twitter https://www.facebook.com/twitter/
- 48. 481/24/2015 Sync Profiles Individually LinkedIn to Twitter
- 50. 501/24/2015 Building a Campaign Is the goal to bolster brand awareness? Do you want to improve your conversion rates? Are you looking to boost brand mentions? Is your goal to boost sales? Do you want more followers? Are you looking for more engagement from your followers? Do you want to drive traffic and generate qualified leads? Set Strategic Goal Source: Justcreative.com
- 51. 511/24/2015 Building a Campaign Implement Strategies & Tactics that Support Your Goal Setting detailed strategies for your marketing campaign(s) is as important as having a solid business plan. GOAL: Increase audience engagement STRATEGY: Hold a photo contest and gather entries TACTIS: Use Hash tags #ColtStrongPets; deploy through social media channels • Twitter • Facebook • Instagram
- 52. 521/24/2015 Building a Campaign Promoting the Social Media Campaign • In the weeks leading up to your campaign, contact your followers and customers get them involved in the campaign o Could be early heads up or a pre registration. • Send emails to your subscribers to join your campaign. • Leverage all appropriate social channels as well, by sharing content related to your upcoming campaign regularly. • Link it to your website.
- 53. 531/24/2015 Engagement should happen all through the campaign – before launch, during the campaign, and after its run course. Social media works on dialog, not monologue. Engagement is crucial for any social media campaign to succeed. Building a Campaign Encourage Engagement Source: Justcreative.com
- 54. 541/24/2015 Building a Campaign Pre-Launch & Launch Engage with your current following to get them excited & consider entering. The above tweet from Domino’s Pizza UK is a good example of how a brand can set the stage for the launch of a new social media campaign. They offered cheaper pizzas in return for a Tweet.
- 55. 551/24/2015 Building a Campaign During Campaign Updates are a great way to keep your campaign’s supporters engaged and motivated. You can share information about how your campaign is progressing by tweeting or posting recent updates of the campaign. You can live feed your Twitter stream on your website for your site visitors. The above tweet from Starbucks during their ‘Tweet-a-Coffee‘ campaign shows how they interacted with their followers and supported them through the campaign.
- 56. 561/24/2015 Building a Campaign Post Campaign Engaging consumers post the campaign is your best bet for customer acquisition, brand building and fostering customer loyalty. Evian, a brand of mineral water engaged with their #AmazingBabyRescueMe campaign participants, post campaign, by offering them gift vouchers. Following up with your already engaged audience will ultimately lead to higher conversion rates.
- 57. 571/24/2015 Campaign Metrics Analyze Your Metrics The best way to understand whether or not your marketing efforts were successful is by evaluating your campaign. One way you could do this is by analyzing posts related to the campaign. Facebook Ads Manager
- 58. 581/24/2015 Top 5 Digital Marketing Trends of 2015 1. Move to Mobile 2. Small Biz Gets a Big Voice with Content Creation 1. Automation 2. Big Data is Going To Drive Social Advertising 3. Shift Towards Pay to Play
- 59. 591/24/2015 1. Move to Mobile
- 60. 601/24/2015 2. Content Creation • Write your own • Use a third parties' content – YOU MUST CREDIT AN ORIGINAL SOURCE • Share Others’ stuff • Use a Content Topic Prompt
- 65. 651/24/2015 4. BIG DATA Driving Social Advertising
- 66. 661/24/2015 4. BIG DATA Driving Social Advertising
- 67. 671/24/2015 4. BIG DATA Driving Social Advertising
- 68. 681/24/2015 4. BIG DATA Driving Social Advertising
- 69. 691/24/2015 5. Shift Towards Pay to Play
- 70. Judy Parisella e: judy.parisella@yahoo.com http://www.linkedin.com/in/judyparisella 978.491.7444 Specializing in ORGANIC SEO | SEM | SMM Search Engine Optimization Search Engine Marketing Social Media Marketing Digital Marketing Strategy Social Media Site Creation & Management Clients include:
- 71. 711/24/2015 Reference & Source Material Used in this Presentation I am grateful to the following individuals; firms and organizations for their insight, research and willingness to share with those who are willing to search. Slide Number Source and/or Reference 10 – 14 Wikipedia 11 – 13 www.onemcr.co.uk 15 http://www.forbes.com/sites/jaysondemers/2014/08/11/the-top-10-benefits-of-social-media- marketing/ 23, 24, 25 - 36 http://www.entrepreneur.com/ 26 http://search.fb.com/ 32 - 33 https://www.facebook.com/business/news/call-to-action-button 34, 35, 38, 59, 60 http://jeannineoneil.com/ and Constant Contact 45 - 49 Platforms used to schedule, monitor and sync social media sites: https://hootsuite.com/, https://about.twitter.com/products/tweetdeck, https://bufferapp.com/ 50 - 56 http://justcreative.com 61 Content Creation Prompter Google Alert: https://www.google.com/alerts 62 Content Creation Prompter: Smart Briefs: http://www.smartbrief.com/ 63 Content Creation Prompter: Blog Topic Generator: http://www.hubspot.com/blog-topic- generator