Presentation on social media marketing for the Abbey Road Leadership Academy at Stanford University

1. Speaker: Rachel Melia Online Marketing Consultant @rachelmelia 1 Social Media MarketingAbbey Road Leadership Academy8/8/11

2. Rachel’s Background 2 14+ years online marketing experience Mostly at SF ad agencies on clients including Kodak Mobile (part of Kodak Gallery), Macromedia, Microsoft, Palm, Tivo, Electronic Arts, Veronica Mars 4 years as Online Marketing Consultant Current emphasis on social media marketing and Facebook marketing

3. Agenda 3 Introductions Overview of social media marketing Facebook, Twitter, LinkedIn, YouTube Blogging Bonus: Geo-Location Measurement Q&A

4. Introductions 4

5. Introductions 5 Name Where from Which social media use personally - Facebook, Twitter, LinkedIn, blogs, Foursquare, Yelp, Google+, etc.

6. Social Media Marketing Overview 6

7. Definition 7 Marketing used to be one-way.. … now marketing is two-way Wikipedia defines social media as: “use of web-based and mobile technologies to turn communication into interactive dialogue” (Hubspot)

8. 8

9. Statistics 9 Overall… Social media accounts for approx. 25% of all time spent online, over 35 minutes/hour (Nielsen) 46% of internet users worldwide interact with social media on a daily basis (TNS) 96% of 18-35 year olds are on a social network (GlobalMagic) Top 10 networks make up nearly 80% of social media website traffic (Comscore)

10. Statistics 10 For marketers.. 25% of search results for the world’s top 20 largest brands are links to user-generated content (GlobalMagic) 78% of consumers trust peer recommendations (GlobalMagic) 25% of social media users are more likely to look into a brand advertising on social media (Adology) 79% of consumers have joined a company’s community to get more information on the company (Universal McCann) 71% of community members say they are more likely to purchase from a brand (Universal McCann) 66% of company community members note that the community has made them more loyal to the brand (Universal McCann) 64% of Facebook users have liked a brand on Facebook (ExactTarget) $4.26 billion will be spent on social media marketing globally in 2011 (Adology)

11. Facebook, Twitter, LinkedIn, YouTube 11

12. Facebook 12 Statistics Facebook has over 600 million users, up 40% since last year (GlobalMagic) 70% of Facebook users log in once a day (Ogilvy & BuddyMedia) #2 trafficked website in the world, behind Google (Alexa) By 2012, half of the world’s internet users, 1 billion people, will have a Facebook account (Time) The average Facebook user is connected to 80 pages, groups, & events (Facebook) Every month, more than 250 million people engage with Facebook on external websites (Facebook) There are more than 200 million users currently accessing Facebook through their mobile devices Facebook is like a mall (a large and popular one), everyone is there

13. Facebook 13 Marketing Opportunities Build community of fans of your product Remain top of mind Share promotions and discounts Increase awareness Gain product feedback Answer customer questions Starbucks has a community of 24 million fans passionate about coffee

14. Facebook 14 Best Practices Create business page Provide valuable information (not salesy) Post approx. 1x/day (more or less ok but remain valuable and don’t annoy) Try for comments/Likes in order to show up in newsfeed Create a Welcome Tab to increase conversion to Like Facebook ads and contests work well in order to grow page Likes Tech Lighting has a community of almost 1,500 design professionals and enthusiasts – they share information about their high end light fixtures

15. Twitter 15 Statistics There are more than 175 million Twitter users (Econsultancy) 17% of US online consumers have created a Twitter account (ExactTarget) 48% of Twitter users check their account at least once a day (ExactTarget) There are 95 million tweets/day (Econsultancy) Twitter has far fewer users than Facebook, but many are very influential

16. Twitter 16 Marketing Opportunities Possible to build very large following Remain top of mind with customers Increase awareness Display thought leadership and expertise Reach bloggers and journalists Network Provide customer support

17. Twitter 17 Best Practices Share valuable information Respond to mentions and retweet other’s content Use relevant hashtags Twitter is like a 24hr news channel.. Tweet many times/day (5-10+) to be heard

18. LinkedIn 18 Statistics LinkedIn has over 100 million users, up 100% since last year (Econsultancy) There were 2 billion people searches on LinkedIn in 2010 (LinkedIn) 39% of LinkedIn users make over $100k (LinkedIn) 74% of LinkedIn users have a college degree or better, with 26% having a graduate degree (LinkedIn) More than 2 million companies have LinkedIn company pages (LinkedIn) LinkedIn is the Facebook of business

19. LinkedIn 19 Marketing Opportunities - Individuals Online resume Best Practices - Individuals Create complete profile – education, work experience, recommendations, blog feed, tweets, etc. Marketing Opportunities – Companies Business profile – provide company information Group – forum for discussions Best Practices – Companies Populate a business profile – services, job openings, etc.

20. YouTube 20 Statistics YouTube has 300 million users (GlobalMagic) 50% of YouTube’s users visit at least once a week (GlobalMagic) Over 3 billion videos are viewed a day (YouTube) 48 hours of video are uploaded every minute, resulting in nearly 8 years of content uploaded every day (YouTube) 70% of YouTube traffic comes from outside the US (YouTube) YouTube is the second largest search engine on the web (GlobalMagic) 150 years of YouTube video are watched every day on Facebook and every minute more than 500 tweets contain YouTube links (YouTube) Video is very popular on YouTube and off, and not to be ignored

21. YouTube 21 Marketing Opportunities Create content for other social networks Longer video format allows for detailed explanation of products/services SEO friendly Possibility of video going viral Best Practices Create company channel Keep to under 3 minutes Experiment with different types of videos

22. Blogging 22

23. Blogging 23 Statistics 77% of internet users read blogs (Universal McCann) 29% of all bloggers come from US (Technorati) 53% of professional bloggers are interested in attracting new clients or creating sales (Technorati) 56% say that their blog has helped their company establish a positioning as a thought leader within the industry (Technorati) Blogging is a great platform for creating content that positions company as a thought leader, to syndicate to social media, and is SEO friendly

24. Blogging 24 Marketing Opportunities Create content for other social networks Position as thought leader or expert Regularly updated content is highly SEO friendly Communicate with readers Best Practices Publish articles 3+ times a week for SEO Write casually Include images Use SEO best practices Mix up format (top 10, how tos, etc.)

25. Bonus: Geo-Location 25

26. Geo-Location 26 Statistics 40 million+ have checked in using a geo-location service, more than 30 million on Facebook Places (SM Examiner) 30% with smart-phones say that privacy concerns prevent them from sharing their location on digital devices (SM Examiner) Why consumers use geolocation apps: 41% connections to other people I know or could meet, finding a place liked by people I trust, 17% insight about my travel or movement over time, 8% savings in discounts or merchant rewards, 6% practical knowledge of a new technology, 4% achieving activity milestones in a game (White Horse Geolocation Service) Effectively target customers at the most important point in the consideration cycle – standing right in front of you (SM Examiner)

30. Measurement 29 “What gets measured gets improved upon” What To Track Depends on objectives.. Volume - Facebook Likes, Twitter Followers, YouTube views Reach – Impressions, unique users Interaction – posts, Likes, comments, retweets, shares, ave. time on site Click-Thru – bit.ly clicks, referral traffic Conversions - Event registrations, email sign-ups, sales Sentiment Influence

31. Measurement 30 Tools Facebook Insights LinkedIn Analytics (for Company profiles) Twitter Analytics (supposedly coming soon) YouTube Analytics Bit.ly Google Analytics WordPress reporting Social Mention Klout

32. Q&A 31

33. 32 Thank you! For questions or to connect: Rachel Melia rmelia@gmail.com www.rachelmelia.com/ www.linkedin.com/in/rachelmelia www.twitter.com/rachelmelia