Sandor Panton - Expo Jamaica Social Media Workshop Presentation

Social Media 101
… taking your brand’s marketing
to the next level through
SOCIAL MEDIA

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013

About Me - Sandor Panton
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Using the Internet for business/commercial reasons since 1997
1997 – website design, 1998 – Top5Jamaica.Com, 2001 – Internet
Marketing, 2008 – Social Media Marketing
Blog – www.SandorPanton.Com
Twitter - @Top5Jamaica


Topics
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What hashtag will you be using for this workshop?
Intro – Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google+
Jamaica’s Internet and social media landscape
Why Social Media Marketing?
Guidelines for brands/companies on Social Media
Generating leads through Social Media
Stats / Measurement
Personality, tone, handling criticism/complaints
Closing


Introducing – Social Media Networks


Social Media Intro
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What is social media?
Sharing/exchanging information/ideas in virtual communities/networks

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Are you using it? How is it useful to you?
How have brands/companies been using it?
Customer service, branding, promotions, marketing, public relations, research, lead generation

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The BIG 7 in this hemisphere


Intro - Facebook
Lead Gen?
2008 survey of New York
prostitutes. 83% of them were
using Facebook for lead
generation. Chart below shows
the sources of their clients

Fun Stuff
- 350 million+ Facebook users suffer from ‘Facebook addiction Syndrome’
- Average Facebook user has 130 friends
- 18% of consumers follow a brand on Facebook to complain about a
product or service. 56% follow a brand to learn more about their
products/services
- 49% of Facebook’s 2012/13 ad revenues came from mobile ads
- It’s the 3rd most visited website in Jamaica (after Google & YouTube)


Intro – Twitter & Instagram
More Twitter
- It Twitter was a country, it would
be the 3rd largest in the world
- It’s the 9th most-visited website in
Jamaica

Teens leaving
Facebook For
Instagram!


Intro – Pinterest, LinkedIn, Google+
Sign up then forget it?

- 67% of Google+ users are male
- ‘Student’ is the #1 occupation of Google+ users
- 69% of Pinterest users are female
- LinkedIn is the largest social media site dedicated solely to professional networking
- Jamaicans do not use LinkedIn the way Americans do
- Foursquare? Restaurants, stores, bars, villas, etc., pay attention


Jamaica’s Internet & Social Media Landscape



Most
popular
media
platforms
in Jamaica
SOURCE:
Ebusinesssocial.com
infographic



Who’s
using the
Internet in
Jamaica
SOURCE:
Ebusinesssocial.com
infographic



Where are
the Internet
users in
Jamaica
located?
SOURCE:
Ebusinesssocial.com
infographic



What are
Jamaica’s
Internet
users
actually
doing when
they go
online?
SOURCE:
Ebusinesssocial.com
infographic



Top 10
sites in
Jamaica


Number of Facebook Users in Jamaica
800,000
720,000

700,000

SOURCE:
Facebook’s Ad Control
Panel

740,000

684,000
622,000

600,000

500,000
400,000

380,000

300,000
250,000

Number of Facebook Users in
Jamaica

200,000
100,000
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32,000 Jamaican Instagram users
who are on Facebook as well

82,000 Jamaican Twitter
users are also on
Facebook


Top
Brands on
Facebook
in Jamaica
As at November
12, 2013. Source –
socialbakers.com


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Your target audience is already active in the space
You saw the statistics and charts presented earlier; ignore at your own peril

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How else will you target Generations ‘Y’ and ‘Z’?
There’s an entire new generation in Jamaica that watches less local television, is listening to less radio, and not reading the
newspapers as much as previous generations. This generation is more exposed to the Internet on a daily basis than they are to
any other traditional media forms.

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Less expensive than traditional marketing
Want to get the word out on a low budget? Social media marketing is where it’s at! Small businesses need inexpensive solutions
to compete with brands with the bigger budgets. Social media marketing is one of these solutions.

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Tracking & Targeting
Match advertising dollars back to an actual action; track actual engagement and interaction with the brand; target specific persons

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More direct & personal than other media
Real-time interaction with clients/customers
Build relationships in real-time

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It’s effective!
It reaches out and pulls prospects in


Guidelines for brands on Social Media


Guidelines for brands on Social Media
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Determine a strategy and establish a presence
Your actual and potential customers/clients are already there waiting on you

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Set goals and be patient
Hundreds of thousands of persons won’t be clamouring to ‘like’ your page overnight
Consumers won’t respond in the same manner to every brand/product

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Strive to be ‘top of mind’
They’re seeing your updates, they’re seeing the messages, they’ll call when they need you

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Understand what makes your target market ‘tick’
Need to be able to engage and interact with them such that you actually establish a relationship with them

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Be consistent
You’re either going to do it properly, or not at all

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Listen & respond
Your brand is at stake; respond to queries, complaints, feedback in a timely manner. Be fair and honest with these responses

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Be human; you can’t automate everything
Consumers can see/sense/smell ‘fake’ from a mile away; respect the space and their intelligence

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Be creative and add value for your audience
Your social media updates should provide enlightenment, entertainment or an uplifting exchange

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Be tactful and mindful of your brand as you take advantage of current positive trends/happenings


Generating leads through Social Media


Generating Leads through Social Media
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Facebook ads
Target by age, gender, interests, marital status, type of education and more


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Facebook Contests
- Fans enter for a chance to win
- Must submit certain required information


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Posts with a call-to-action
- Don’t be afraid to include you company’s website link, phone number etc. with a promotional/sales post
- Persons who follow/like your brand/company don’t want to be overwhelmed by sales pitches, but they do expect some

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Include other digital marketing techniques in your social media mix
- e.g. Facebook tab with a form for persons to sign up for your mailing list
- Tweeting link and/or QR Code for persons to sign up for your mailing list
- Instagram post of your mailing list QR Code


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Twitter Search!
Potential clients/customers are on there every day saying exactly what they need. Are you listening? Can you respond?
http://search.twitter.com and https://twitter.com/search-advanced ... Or set up a TweetDeck column


Stats / Measurement


Facebook Insights
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facebook.com/pagename?sk=page_insights


Twitter & More
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Socialbakers.com
followerwonk.com
twittercounter.com
More commercial tools - radian6, sprout social


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Critical that your brand have a consistent personality/tone
It should match the brand’s offline personality

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Never delete negative comments
It will only escalate the matter; respond quickly and fairly and try to take it offline or to private messages

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Feel free to delete offensive/derogatory/racist comments/posts
Or posts/comments from someone who is obviously looking to make trouble (e.g. a disgruntled former employee)

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Keep calm
Never get ‘personal’, never get emotional

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Try to document with screenshots
Just to have proof/evidence trail just in case the poster deleted the original item

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Don’t just listen for direct comments/complaints
Use Google Alerts and Twitter search alert columns in Tweetdeck to ‘listen’ in real-time for mentions of the brand (intercept before
it gets out of hand)

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Respond to everything
Whether you’re answering, liking, retweeting, deleting, banning etc., respond to every (good/bad) comment/post

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Be quick to apologize
Sometimes, that’s all they seek


Closing
Personalities - influencers, brand
advocates, troublemakers and more
How to grow your likes, followers etc.


Thank You
I hope you found this useful
Visit my blog at
http://sandorpanton.com
(presentation will be available for download there on November 14)

Follow me on Twitter at
@top5jamaica


Sandor Panton - Expo Jamaica Social Media Workshop Presentation

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