Social Media Marketing Maximizing Benefit—Minimizing Risk

© 2013 TCB Marketing LLC. All Rights Reserved. Accelerate Results
Social Media Marketing
Maximizing Benefit—Minimizing Risk
Presented by
Tanya Bamford
September 11, 2013

Workshop Overview
I. Social media facts & figures
II. Benefits of social media
III. Risks of social media
IV. Best practices for engaging
– Research
– Policies & Planning
– Engagement tactics
V. Summary

The State of Social Media
• According to Nielsen, social media and blogs reach
80% of all active US Internet users (of which there
are 245 million)
• A recent survey by the Association of National
Advertisers showed that 95 percent of US marketers
are now using social networks for their efforts. Just
five years ago, the figure was only 20 percent
• Facebook’s monthly active users (MAUs) reached
1.01 billion as of September 30, 2012, an increase
of 26% year-over-year
• According to comScore, one in every seven minutes
spent online is spent on Facebook

Increased access = Increased social media usage
Social media is becoming increasingly relevant as online access increases through the
proliferation of devices with internet access, like smart phones and e-readers

Top benefits of using social media as
a marketing tool
1. Reach
2. Immediacy
3. Two-way communication channel
4. Cost-effective
5. Contagious
6. Numbers of users are growing exponentially
7. SEO benefits

Social media can also be risky business
for organizations who fail to use good
social media sense, resulting in:
1. Negative publicity
2. Suspended accounts
3. Fines
4. Lawsuits

Determining which social media site is right for you
Conduct a Social Media Audit (aka survey)
Before you jump-in to SMM, be sure to conduct a social media audit
among your current clients. Which sites do they use? This will help
you to narrow your focus to the sites which will likely pay the
greatest dividends.
TCB Tip: SurveyMonkey.com offers a free survey tool. Create your
survey, then upload your contacts email addresses. They’ll email your
contacts an invitation to participate in the survey. Other web-based
survey applications are available through email service providers like
Constant Contact.

0 200 400 600 800
Google +
My Space
Pinterest
LinkedIn
Twitter
Facebook
Social Media Site Rankings
Site rankings by monthly average users (MAU’s)
Source: eBizMBA Rank which is a constantly updated average of each website's Alexa Global
Traffic Rank, and U.S. Traffic Rank; January 2013.

Best practices
Now that you know where to establish your social
media presence, you need to engage with your
audience effectively. Here are a few “do’s” and
“don’ts” to keep in mind. Following these rules will
help you quickly build a loyal following.

Best practices—Plan & Strategize
Create a plan for engaging in social media. Whatever
the size of your company, you ought to have a plan
that answers these three questions:
1. Who are you targeting with your social marketing?
2. What goals or objectives do you want to accomplish?
3. How much time and money will you invest in your social
marketing?

Best practices—Create a Social Media Policy
If you will have employees, or subcontractors, posting to your company social media
accounts, you need to establish a policy in writing. Here are a few of the key elements to
include:
1. Protocols and procedures for posting on behalf of the company
2. Encourage good sense
3. Identify possible consequences for violating the policy

Best practices—Develop content
Maintaining the attention of clients/prospects is key
to your social marketing success. To keep their
focus, keep your content fresh and mix-up your
media.
1. Share photos
2. Post videos
3. Create surveys
4. Create events
5. Share links
6. Offers and discounts
7. Share good news
8. Contests
Quick Fact: Adding a photo and video to
Facebook posts increases the life of
content by 16% and 9% respectively.
Always support posts with a photo (or a
video, if possible).

Share photos

Share graphics

Post videos

Best practices—Share good news
Be sure to share good news about your company. Posting about your
awards and honors reinforces why your fans “Liked” you in the first place.

Best practices—Get recommended
Encourage your clients to recommend you in social
media. Their recommendations will be public and will
help you develop new leads and prospects. Your
clients’ recommendations will be seen by their
network of friends, peers and colleagues.

Get recommended

Best practices—Tweet and Retweet
Engage with your followers on Twitter and they will do
the same for you.
TCB Tip: Focus on developing a local following, by
following local people. Start with reporters from area
media companies. Chances are they’ll follow you in
return—and maybe even retweet your posts to their
followers.

Tweet and be Retweeted

Contests & Giveaways
Prize giveaways have long been used as a tool for generating
response. But, great care should be given to conducting contests
in social media to ensure that you do not violate any laws or
terms of service which could expose your company to risk.
Familiarize yourself with:
• Terms of Service
• State and Federal laws

E. Promotions
If you use Facebook to communicate about or administer a promotion (such as a contest or sweepstakes), you are
responsible for the lawful operation of that promotion, including the official rules, offer terms and eligibility
requirements (e.g., age and residency restrictions), and compliance with regulations governing the promotion
and all prizes offered in connection with the promotion (e.g., registration and obtaining necessary regulatory
approvals). Please note that compliance with these guidelines does not constitute the lawfulness of a
promotion. Promotions are subject to many regulations and if you are not certain that your promotion
complies with applicable law, please consult with an expert.
i. Promotions on Facebook must be administered within Apps on Facebook.com, either on a Canvas Page or a Page
App.
ii. Promotions on Facebook must include the following:
a. A complete release of Facebook by each entrant or participant.
b. Acknowledgment that the promotion is in no way sponsored, endorsed or administered by, or associated
with, Facebook.
c. Disclosure that the participant is providing information to [disclose recipient(s) of information] and not to
Facebook.
iii. You must not condition registration or entry upon the user taking any action using any Facebook features or
functionality other than liking a Page, checking in to a Place, or connecting to your app. For example, you
must not condition registration or entry upon the user liking a Wall post, or commenting or uploading a photo
on a Wall.
iv. You must not use Facebook features or functionality as a promotion’s registration or entry mechanism. For
example, the act of liking a Page or checking in to a Place cannot automatically register or enter a promotion
participant.
v. You must not use Facebook features or functionality, such as the Like button, as a voting mechanism for a
promotion.
vi. You must not notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles
(timelines) or Pages.
Facebook Terms of Service

Contests—Apps you can use to manage contests
Costs starting at $5.99>
Pricing varies on
functionality, branding and
length of promotion
Free use for pages with under
100 fans. One time fees starting
at $10. Monthly plans available
starting at $15/mo unlimited
use. Fees vary by # of fans.

Contests—Audience building promotion example

Contests—Examples of what NOT to do
Takeaway
Don’t Relinquish Too
Much Control.
Mountain Dew learned
this the hard way when
they gave fans the
unfettered opportunity
to name a new flavor.

Contests—Examples of what NOT to do

More examples of what NOT to do
Takeaways
1. Be aware of trending
topics and find out why
they are trending
2. Avoid “newsjacking” as
it will be deemed
insensitive and
opportunistic

More examples of what NOT to do
Takeaways
1. Avoid posting
controversial opinions
2. Make sure anyone
posting on your behalf
knows better than to
post personal opinions
using the company ID

Questions & Answers

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