Information, tips and techniques for dance studio owners about using social media marketing for their small business. General background on online marketing, with specific focus on using Facebook, Twitter, Instagram and YouTube for dance studios to use social media marketing.
3. Agenda
• Why social media?
• What is social media marketing?
• How to monitor, moderate and measure your
social channels.
• How to use social media without taking all
your time.
• Your Dance Studio marketing plan.
5. Internet Usage
• The number of internet users has increased
tenfold from 1999 to 2013.
• The first billion was reached in 2005.
• The second billion in 2010.
• The third billion will be reached by the end of
2014.
6. 73% of Online Adults Use Social
Networking Sites
0%
10%
20%
30%
40%
50%
60%
70%
80%
Twitter Facebook Instagram Pinterest LinkedIn
Source: Pew Research Center
7. 500 Million Active Facebook Users
Source: Tech HeraldPhoto Credit: Oversocialized
18. Goals of Social Media Marketing
• Increasing and improving brand awareness
• Collecting, measuring & using behavior-based
data
• Converting more website visitors into
customers
19. Goals of Social Media Marketing
• Humanizing your brand
• Managing your brand’s reputation
• Creating brand advocates
• Generating leads and sales
• Resolving customer service issues
• Handling crises
20.
21. “Facebook is a social
network that connects
people personally and
professionally through
connections, messages
photos, & videos.”
Photo Credit: Marvin Kuo
23. How People Use Facebook
• Typical user joins 10 fan pages
• 33% are likely to do product research on
Facebook
• 51% are likely to buy a product from a
business whose page they follow
• 60% are likely to recommend a fan page to
their friends
• 68% are likely to buy a product recommended
by a friend on Facebook
Source: deZine Club
24. Facebook Users by Age
48%
30%
14%
8%
18-29 30-49 50-64 65+
Source: Pew Research Center
28. Facebook Do’s & Don’ts
• Do: Post a variety of content to attract
interactions from a higher percentage of your
users, raising your affinity score.
Source: HubSpot
30. Facebook Do’s & Don’ts
• Do: Create a community around your brand.
– Ask questions to elicit a response from your fans
– Respond to comments that your fans post on your
wall
– Thank followers who offer kind words and positive
feedback.
31. Facebook Do’s & Don’ts
Don’t Overpost
Post regularly, but
not too frequently.
38. Privacy Settings
• Do NOT use the same password for your
Facebook account that you already use for
your regular email account.
• Do NOT leave your full birth date in your
profile. Show nothing at all or show month
and day only – no year.
• Use the Privacy Controls. Especially drill down
to phone numbers and choose custom and
then select NONE. Don’t publish your
personal phone number.
39. Can’t Think of Anything?
• Don’t use a child’s name in photo tags or
captions. If someone else does, delete it by
clicking on Remove Tag.
• Studio photos should be long, group shots or
smaller groups of older, high school students.
Don’t use photos of the young students.
• Don’t post about your vacation – that you’re
excited to go or that you are on vacation. It’s
like putting a “no one’s home” sign on your
front door.
40. Twitter is a tool
that creates
relationships and
conversation
41. What you should know about
• A “Tweet” has 140 character maximum
• Users can follow other users or brands
• Short time frame/Fast decay rate
42. “Twitter is like a Text Message with a
BCC: To The World”Photo Credit: ydhsu
43. Businesses Use Twitter to Converse with Prospects,
Provide Customer Service and Drive Website Traffic.
44. Twitter Users by Age
Source: Pew Research Center
48%
30%
14%
8%
18-29 30-49 50-64 65+
45. 26% of Teens say Twitter
is their most important
social network
56. How to Use Instagram
• Document day-to-day life
• Show off your fun, quirky moments
• Tell a compelling story with photos
• Post pictures you’re proud of, and your
followers will probably “like” them too.
57.
58. Who Uses YouTube
• 50% of teens consider YouTube their favorite
website
• 83% of Gen Z visit YouTube at least monthly
• 70% of Millennials visit YouTube at least
monthly
• 58% of Gen X visit YouTube at least monthly
• Most viewed YouTube video ever?
60. Why Use YouTube
• Improves search engine ranking
• Easy to produce simple videos
• YouTube videos play easily on mobile devices
• Embed YouTube videos into your own website
61. How to manage your social media
Without taking all your time
66. August in your Dance Year
Prepare for Fall Class Registration
• Promote registration and drive to the website.
• Promote special classes.
• Setup an "event" for an Open House or
Registration Day.
• Follow-up reminders on deadlines.
67. September in your Dance Year
Classes Begin
• Things You Should Know when starting a
dance class.
• Reminders for dates of Nutcracker and/or
Xmas program. Setup an event for Holiday
Show.
• Reminder for dates of Spring Recital.
• Communication regarding Costumes.
• Consider a FB Ad for Holiday Show.
68. October in your Dance Year
Classes in Session
• Profile a Master Teacher.
• Pass along articles on Nutrition, Injury
Prevention.
• Provide links to great dance performances
found on web.
69. Can’t Think of Anything?
• Describe a new trend.
• Define an existing technique.
• Post a link to classic dance performances.
• Thank people - for attending, for supporting
the arts, for donating to a scholarship fund.
• Promote your students who are in other high
school shows, community shows - promote
the shows.
• Post news articles, awards, scholarships.
Do you need to be active on Social Media? Let’s take a step back and look at social media marketing, in a broader context. Here are some stats.
Around 40% of the world population has an internet connection today. In 1995, it was less than 1%.
As of January 2014, 19% of online adults use Twitter.
71% of online adults use Facebook
22% use LinkedIn
21% use Pinterest
17% use Instagram
If Facebook were a country, it would be the THIRD largest in the world. The only countries with bigger populations than Facebook are China and India.
In the time it takes to view this slide, there have been over 20,000 tweets.
According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network.
According to Pew Research
90% of 18-29 year olds.
78% of 30-49 year olds.
Who makes decisions about whether/where to send their kids to dance class? The helicopter mom, right?
Today it’s 90%. Your students use social media!
Young people, minorities, the highly educated and those with a higher annual household income are more likely to use social networking sites on their phones than other groups.
They are not sitting at a desk, they are on the move, and want current information that can help them make immediate decisions. And they typically have the disposable income to afford things like dance lessons.
The old way of marketing was 1 to many. The business would push their message out to their audience.
Social media marketing is many to many. People share compelling content with other people.
And it’s that compelling content that is key. You know stuff (about dance) that can educate, inform or entertain your followers. Regardless of which social network you’re using, the sweet spot for your posts should be at that intersection of what you know and what your followers want.
Speak as a human to humans. As business people, we fall into the old school marketing talk that is impersonal. Be conversational.
Because the better able you are to engage your social media followers, the more effective your social channels will be at achieving your business goals.
it’s about more than just the number of likes or followers, but who is actively responding with your posts. Commenting on them, sharing them, engaging with them.
Most Facebook users are under age 50. Biggest group is 18-29.
Facebook usage is dropping among teens. (If mom is using it, it’s not cool anymore.) Down from 42% in 2012 to 23% last fall.
They say Twitter is their most important social network. And Instagram use is growing among teens.
EdgeRank is Facebook’s algorithm to determine what types of posts get displayed in user’s newsfeeds.
Affinity = how often people take some action on your posts. Liking, Sharing, Commenting. The more they engage, the more likely that they will continue to see more of your posts.
Weight = Number of times your fans engage with particular content, like text posts, photos, video. Facebook will display more of this type of content to your fans.
Time Decay = Facebook will tend to display newer posts vs. older posts.
Photos tend to get shared and liked the most.
Text posts get liked, but not shared so much.
Text posts get commented on more than photos or video.
Responding and engaging in conversation will humanize you brand, and will increase increase your affinity score
Posting too often can turn off your audience.
Focus on quality over quantity.
Develop a social media content calendar to organize what, when and where you’re posting.
Schedule your posts using a tool like Buffer or Hootsuite. Or use the scheduling tool that is built in to Facebook.
Schedule your posts using a tool like Buffer or Hootsuite. Or use the scheduling tool that is built in to Facebook.
Facebook is a business. Paying to boost your post will get it seen by more people in their newsfeed.
Take the high road and take it off line.
Respond to negative feedback with respect and humility, and offer the opportunity to have a one-on-one conversation, via phone.
Kath
Kath
Kath
48% of Twitter users are under age 30.
Tweets with photos get retweeted 35% more than those without.
Share what you know
Share what you don’t know
Ask for what you need
Give what you promise
People love to share visual content and Instagram’s photo sharing network has made it the social network that has seen the fastest growth, with the most engagement and highest conversion from browser to shopper.
60% of Instagram users are under age 30.
Instagram use among teens has increased 17% since 2012.
23% of teens say Instagram is their most important social network, tied with Facebook and second only to Twitter.