More Related Content Similar to Creating a Social Media Marketing Plan (20) More from Search Engine Academy Northwest (9) Creating a Social Media Marketing Plan1. Creating a Social Media Plan
Find out if Social Media is
right for your organization
2. 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
3. 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
4. What is Social Media Marketing?
Response Interactive LLC © 2013 2/4/2013 4
5. 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]
Response Interactive LLC © 2013 2/4/2013 5 5
6. What Is Social Media Marketing?
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.
Response Interactive LLC © 2013 2/4/2013 6 6
7. What Is Social Media Marketing?
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.
Response Interactive LLC © 2013 2/4/2013 7
8. What Is Social Media Marketing?
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.
Response Interactive LLC © 2013 2/4/2013 8
9. Why Do Social Media Marketing?
• Elevate your business as an industry expert
• Generate traffic
• Create conversations
Response Interactive LLC © 2013 2/4/2013 9 9
10. 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/)
Response Interactive LLC © 2013 2/4/2013 10 10
11. 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
Response Interactive LLC © 2013 2/4/2013 11 11
12. 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/
Response Interactive LLC © 2013 2/4/2013 12
12
13. Stats on LinkedIn
ABOUT
164 MILLION*
LINKEDINMEMBERS WORLDWIDE
http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012
Response Interactive LLC © 2013 2/4/2013 13
13
14. 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
Response Interactive LLC © 2013 2/4/2013 14
14
15. Stats on Pinterest
http://infographicjournal.com/pinterestingly-enough/
Response Interactive LLC © 2013 2/4/2013 15
15
16. Stats on Pinterest
http://infographicjournal.com/pinterestingly-enough/
Response Interactive LLC © 2013 2/4/2013 16
16
17. 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
Response Interactive LLC © 2013 2/4/2013 17
17
18. 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
Response Interactive LLC © 2013 2/4/2013 18
18
19. 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
Response Interactive LLC © 2013 2/4/2013 19 19
20. 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
Response Interactive LLC © 2013 2/4/2013 20
21. Types of Social Media Sites
Social ―bookmarking‖ sites such as:
These sites have their own communities and
governments‖ and basically run themselves.
Response Interactive LLC © 2013 2/4/2013 21 21
22. Types of Social Media Sites
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.
Response Interactive LLC © 2013 2/4/2013 22 22
23. Types of Social Media Sites
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)
Response Interactive LLC © 2013 2/4/2013 23 23
24. Types of Social Media Sites
Micro-Blogging
sites, such as:
Response Interactive LLC © 2013 2/4/2013 24 24
25. Types of Social Media Sites
5. Pinning Sites, such as:
6. Video Sites, such as:
Response Interactive LLC © 2013 2/4/2013 25 25
27. Creating a Social Media Plan
If you enter into
social media marketing without a plan,
You Will Fail.
Period.
http://outspokenmedia.com/social-media/social-media-planning/
Response Interactive LLC © 2013 2/4/2013 27
27
29. Creating a Social Media Plan
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?
Response Interactive LLC © 2013 2/4/2013 29
29
30. Creating a Social Media Plan
Once you have researched your audience and the
competition, the next step is to:
Create your online brand!
then
Secure your online brand!
Response Interactive LLC © 2013 2/4/2013 30
30
31. Creating a Social Media Plan
Secure your online brand http://knowem.com/
Response Interactive LLC © 2013 2/4/2013 31
31
32. Creating a Social Media Plan
Determine how you will measure your
success
Blog comments ?
Conversions ?
Links ?
Twitter talk ?
Better brand recognition ?
Response Interactive LLC © 2013 2/4/2013 32
32
33. Creating a Social Media Plan
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
Response Interactive LLC © 2013 2/4/2013 33
34. 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
Response Interactive LLC © 2013 2/4/2013 34 34
35. Social Media Marketing
Some common ways of sharing:
Authoritative information
Entertainment
Humor
Controversy
(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing
Response Interactive LLC © 2013 2/4/2013 35 35
39. Social Media Marketing
Controversy
http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/
Response Interactive LLC © 2013 2/4/2013 39 39
40. Rules Regarding
Social Media Marketing
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
Response Interactive LLC © 2013 2/4/2013 40 40
41. 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.
Response Interactive LLC © 2013 2/4/2013 41 41
42. Tips for Social Media Marketing
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.
Response Interactive LLC © 2013 2/4/2013 42 42
43. Tips for Social Media Marketing
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/
Response Interactive LLC © 2013 2/4/2013 43 43
44. Tips for Social Media Marketing
Be proactive:
Monitor daily
and produce
daily updates
that give
followers a
unique insight
of your
business.
Response Interactive LLC © 2013 2/4/2013 44 44
45. Tips for Social Media Marketing
Be proactive:
Encourage
interactivity and
discussion.
Response Interactive LLC © 2013 2/4/2013 45
46. Tips for Social Media Marketing
Personalize:
Social media
pages should
not be overtly
commercial.
Response Interactive LLC © 2013 2/4/2013 46 46
47. Tips for Social Media Marketing
Personalize:
Consider
consumers’
interests and
provide
entertainment
value to keep
them coming
back.
Response Interactive LLC © 2013 2/4/2013 47 47
48. Tips for Social Media Marketing
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.
Response Interactive LLC © 2013 2/4/2013 48 48
49. Tips for Social Media Marketing
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
Response Interactive LLC © 2013 2/4/2013 49 49
51. 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.
Response Interactive LLC © 2013 2/4/2013 51
52. Social Media Optimization (SMO)
―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/
Response Interactive LLC © 2013 2/4/2013 52 52
54. Social Media Optimization (SMO)
• Reward inbound links
(link back to people who link to you)
• Help your content travel
(include a bio, mention your content to
others)
Response Interactive LLC © 2013 2/4/2013 54
59. Social Media Optimization (SMO)
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/
Response Interactive LLC © 2013 2/4/2013 59 59
61. Maximizing a Business Page
Go to: http://www.facebook.com/pages/create.php
to create a page
Response Interactive LLC © 2013 2/4/2013 61 61
62. Maximizing a Business Page
Click the
―Edit
Button‖
to edit
your
page
Response Interactive LLC © 2013 2/4/2013 62 62
63. Maximizing a Business Page
Set up email notifications so you can be
super responsive to fans of your page
Response Interactive LLC © 2013 2/4/2013 63 63
64. Maximizing a Business Page
Set up your mobile device to respond quickly
Response Interactive LLC © 2013 2/4/2013 64 64
65. Maximizing a Business Page
Add the
Facebook
App to your
phone and
iPad
Response Interactive LLC © 2013 2/4/2013 65 65
66. Maximizing a Business Page
Set
permissions
for your
page.
DO NOT
publish page
until
complete.
Response Interactive LLC © 2013 2/4/2013 66
68. Social Media Marketing
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
Response Interactive LLC © 2013 2/4/2013 68 68
69. Working in
Response Interactive LLC © 2013 2/4/2013 69
72. Enhancing your LinkedIn Profile
Click on the “Edit Profile” link
Response Interactive LLC © 2013 2/4/2013 72 72
73. Enhancing your LinkedIn Profile
The goal is to get your
profile to 100%
completeness
Response Interactive LLC © 2013 2/4/2013 73 73
74. Enhancing your LinkedIn Profile
Click on [edit] to
add
summary, cannot
use HTML when
developing
summary
Response Interactive LLC © 2013 2/4/2013 74 74
75. Enhancing your LinkedIn Profile
Add as many
skills as are
applicable so
people can
find you
appropriately
in a search
Response Interactive LLC © 2013 2/4/2013 75 75
76. Enhancing your LinkedIn Profile
Add Sections is
Located just
above your
Summary
Response Interactive LLC © 2013 2/4/2013 76 76
77. Enhancing your LinkedIn Profile
Click on the “Edit” link next
your name and fill in the
information, then Click on
the
“Save Changes” button
Response Interactive LLC © 2013 2/4/2013 77 77
78. Enhancing your LinkedIn Profile
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.
Response Interactive LLC © 2013 2/4/2013 78
80. Recommendations
Manage
recommendations
Response Interactive LLC © 2013 2/4/2013 80 80
81. Recommendations
Get
Recommended, Cli
ck on the
“Recommendation”
Link
Response Interactive LLC © 2013 2/4/2013 81 81
82. Recommendations
Get
Recommended, Cli
ck on the “Ask for a
recommendation”
Link or…
Response Interactive LLC © 2013 2/4/2013 82 82
83. Recommendations
Get
Recommended, Click
on the “Request
Recommendations” or
“Ask to be endorsed”
Links
Response Interactive LLC © 2013 2/4/2013 83
85. Recommendations
Choose Recipients
Response Interactive LLC © 2013 2/4/2013 85 85
91. Companies Page
Follow your
competition
to keep
track of
what they
are doing.
Response Interactive LLC © 2013 2/4/2013 91
92. 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
Response Interactive LLC © 2013 2/4/2013 92 92
94. Social Media Marketing
Great for business networking
•Find jobs
•Develop business
•Promote projects and opportunities
•Keep track of your competition
•Publicize Events
Response Interactive LLC © 2013 2/4/2013 94 94
95. Social Media Marketing
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
Response Interactive LLC © 2013 2/4/2013 95 95
97. 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.
Response Interactive LLC © 2013 2/4/2013 97 97
98. 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
Response Interactive LLC © 2013 2/4/2013 98 98
99. 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.
Response Interactive LLC © 2013 2/4/2013 99 99
100. 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.
Response Interactive LLC © 2013 2/4/2013 100 100
101. 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.
Response Interactive LLC © 2013 2/4/2013 101
102. 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.
Response Interactive LLC © 2013 2/4/2013 102 102
103. About Twitter
The Lingo
For a Glossary of Terms go to:
http://help.twitter.com/entries/166337-the-twitter-glossary
Response Interactive LLC © 2013 2/4/2013 103 103
104. About Twitter
Join or Sign in
Response Interactive LLC © 2013 2/4/2013 104 104
105. About Twitter
You get 140 characters
for sharing your
thoughts
Response Interactive LLC © 2013 2/4/2013 105 105
106. About Twitter
Customizing Twitter
Response Interactive LLC © 2013 2/4/2013 106 106
107. About Twitter
Customizing your
Twitter Account
Response Interactive LLC © 2013 2/4/2013 107 107
108. About Twitter
Think in terms of
keywords under
which you want
people to find you.
Response Interactive LLC © 2013 2/4/2013 108 108
110. About Twitter
You get 160
characters to
build your
profile. Think
about how you
want people to
find you.
Response Interactive LLC © 2013 2/4/2013 110 110
111. About Twitter
Choose a theme
or customize
your own…
Response Interactive LLC © 2013 2/4/2013 111 111
112. 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/
Response Interactive LLC © 2013 2/4/2013 112 112
113. Twitter Tools
http://twitter.polldaddy.com/
http://everycharactercounts.com/
http://lessfriends.com/
http://tweetstats.com
http://www.tweetworth.com/
http://twittersheep.com
Response Interactive LLC © 2013 2/4/2013 113 113
114. 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/
Response Interactive LLC © 2013 2/4/2013 114 114
116. Social Media Marketing
•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/
Response Interactive LLC © 2013 2/4/2013 116 116
117. Social Media Marketing
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.
http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/
Response Interactive LLC © 2013 2/4/2013 117 117
118. Social Media Marketing
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
http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/
Response Interactive LLC © 2013 2/4/2013 118 118
120. 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.
Response Interactive LLC © 2013 2/4/2013 120
121. Social Media Takeaways
4. Limit your self promotion
5. Give generously to your community
6. and Have Fun!
Response Interactive LLC © 2013 2/4/2013 121 121
122. Contact Information
Colleen Wright
Consulting
info@responseim.com
www.responseim.com
Training
www.seotrainingnw.com
Response Interactive LLC © 2013 2/4/2013 122
123. Thank you!
Get a copy of the presentation at:
http://www.slideshare.net/sheenalena/presentations
Response Interactive LLC © 2013 2/4/2013 123