Social media marketing and engagement

Using Social Media for Marketing
and Engagement!
Presented by Ramona Cruz-Peters!

Effective!
Affordable!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Compassionate!
Treatment!

Presentation Overview!
•  Introduction!
•  Why should I/my organization be involved in social
media?!
•  What time and skills are required?!
•  Which are the right social networks for me/my
organization?!
•  Realistic expectations!
•  Doʼs and Donʼts!
•  Intro to each of the major social networking sites!
•  Helpful tools!
•  Contacts!
•  Q&A!


Introduction!

Who am I?!


Introduction!

Whoʼs in the audience?!

Image
source:
hellobloggerz.com


Why should I be involved in social media?!

Image
source:
icrossing.com


Why should I be involved in social media?!

•  80% of US social network users prefer to connect to brands
through Facebook (source: HubSpot, 2012)!
•  56% of people are more likely to recommend a brand after
becoming a fan on Facebook (source: Digital Buzz Blog)!
•  Social media advances your brand by building a relationship
with consumers, nurturing your loyal fans, and differentiating
your brand through an emotional connection.
This all build trust. (source: Forrester Research, 2012)!
•  There has been a shift in business. Customers now
demand more, feel entitled to voice feedback, and more
importantly, expect change when feedback is given!
•  Social media presence adds to business and sales leads and
increases trafﬁc to your website. Businesses that have blogs
generate 88% more leads per month and have 55% more
web visits per month than those who donʼt (source: HubSpot, 2010)!


Time and Skills Required!
•  Time to properly set-up proﬁles and build network!
•  Time to post updates!
–  Facebook: daily!
–  Twitter: daily!
–  Pinterest: weekly!
–  Blog: weekly!
•  People skills!
–  Greet people positively!
–  Listen!
•  Basic word processing/computer skills!


Which social networks are right for me?!

Image
source:
twentyproject.com



Facebook
Twi,er

•  1B
ac&ve
monthly
users
•  Real
&me
social
messaging

•  500M
sign-‐in
daily
•  Connect
with
customers
with
news
and

•  The
dominant
force
in
social
media
ideas

•  Ideal
for
businesses
to
connect
with
•  Can
post
photos,
links,
and
brief

current
customers
updates
in
140
characters
or
less
quickly

•  Ability
to
post
and
share
photos,
videos,
and
simply

links,
status
updates,
and
more
•  55%
are
age
35+

•  65%
are
age
35+
•  60%
female

•  60%
female
•  Gives
you
the
ability
to
understand
your

•  Ability
to
have
a
“fan
page”
proﬁle
type
fans/customers
by
following
them

which
includes
features
not
available
to
•  Majority
of
users
access
TwiQer
through

individual
users,
including
page
metrics
mobile
devices,
making
your
updates
to

them
in
true
“real
&me”



Pinterest
LinkedIn
Google+

•  Image-‐based
•  Adds
millions
of
new
•  400M
users

•  3rd
most
popular
social
users
each
month
•  Owned
by
Google,
who

network
in
the
US
•  Ideal
for
making
has
proven
success
and

•  83%
users
are
female
business
to
business
dominance
in
online

ages
18-‐34
connec&ons
space

•  Has
snagged
the
elusive
•  If
you
are
an
employer,
•  Currently
63%
of
users

female,
non-‐technical
essen&al
for
“owning”
are
men,
most
of
which

adopter
demographic
your
employment
brand
post
about
technology

(source:
eReleases,
2012)
•  Online
resume
•  Integrated
with
Google

•  One
of
the
fastest
•  79%
are
35+
search,
Chrome
browser,

growing
social
networks
Google
Maps,
Google

ever
Docs,
YouTube,
etc.

•  Quickly
becoming
•  Helps
with
Google

essen&al
in
online
search
ranking

consumerism



YouTube
Blogging

•  800M
visitors
per
month
•  An
online
“web
log”
of
entries,
ar&cles,

•  4B
videos
watched
everyday
or
journalis&c
updates
to
chronicle

•  Owned
by
Google,
great
for
search
events
or
share
informa&on

engine
placement
•  Can
be
candid

•  Must
have
the
ability
to
create
original
•  People
can
“follow”
blogs
through
blog

video
content
(either
on
your
own,
or
readers
and
RSS
feeds

through
video
produc&on)
and
upload
•  By
the
end
of
2011,
NM
Incite,
a

to
YouTube
Nielsen/McKinsey
company,
tracked

over
181
million
blogs
around
the
world

•  Majority
of
bloggers
are
women

•  About
half
of
bloggers
are
aged
18-‐34

•  Bloggers
are
well-‐educated:
7
out
of
10

bloggers
have
gone
to
college,
a

majority
of
whom
are
graduates


Realistic Expectations!

•  Developing a loyal following takes time
and effort, you will not necessarily “go
viral” and increase business overnight!
•  In addition to brand loyalty, efforts also
result in increased brand awareness,
which is often difﬁcult to track!


Doʼs!
•  DO post/share multimedia content (photos, videos and
links, not just text). !
–  90% of information translated to the brain is visual, and
images are processed 60,000x faster than text!
•  DO follow similar/competitor proﬁles!
–  How many fans/followers do they have?!
–  How is their engagement?!
–  What kind of content do they post?!
•  DO follow your own fans to try and understand them
and what they want!
•  DO try and ﬁnd a consistent “tone” for your messages!
•  DO make sure your posts provide “5 seconds of fun”!
•  DO engage back with your fans/followers by liking,
commenting, keeping the conversation going!


Donʼts!
•  DONʼT oversell yourself!
–  The majority of your posts should provide value to your
fans and followers!
–  No more than one in every four posts should be a sale of
your product or service!
•  DONʼT fail to respond when someone asks you a
question or comments on your posts!
•  DONʼT be repetitive. Try and keep your content fresh,
relevant, and up-to-date!
•  DONʼT take extreme stances on topics that are not
part of your business model, as you will risk turning off
potential or current customers who may have different
opinions, and will set yourself open to a public debate!
•  Be careful about using humor that could be
misconstrued when expressed through text!


Major Social Networks!


Facebook: Setting up your Proﬁle!

“About”
info
Cover
photo

Apps

Timeline
and
milestones

Proﬁle
image



Facebook: Building your Network!



Facebook: Sharing Content!

Type
a
status
update
Upload
a
photo

or
share
a
link
or
video

Schedule
post

“Like”
a
post

Comment
on
a
post

Share
someone
else’s
post
on
your
proﬁle



Twitter: Setting up your Proﬁle!
Header
image

Proﬁle
image

Bio
(160
characters)

Username



Twitter: Building your Network!



Twitter: Sharing Content!

“Hashtags”
are
a
way

to
add
a
searchable

Replying
to
a
tweet
and
trendable
feature
to

automa&cally
includes
tweets
using
#

Share
a
photo
@username
in
your
tweet

Type
in
“tweet”

Re-‐twee&ng
sends
someone
else’s

(140
characters

Send
your
tweet
tweet
to
all
of
your
followers
verba&m

or
less)



Pinterest: Creating Pinboards!



Pinterest: Following Others!



Pinterest: Pinning/Repinning!

Type
a
note
about

your
pin

Hover
over
an
image,
then

click
repin
Choose
the
board
to
Click
“Pin
It”

pin
it
to



LinkedIn: For your Business!
Company
logo

Header
image

About
your
company

Post
job
openings

Highlight
services



LinkedIn: For You!

Organiza&ons

Experience

Skills
&
Exper&se



LinkedIn: Adding Connections!



LinkedIn: Groups!


YouTube!


Blogging!

•  Include
photos
and
images
as
olen
as
possible

•  Guest
blog
posts
for
cross-‐promo&on

•  Helps
posi&on
you
as
an
expert
by
crea&ng
original,
searchable
content


Contacts!
•  Email!
–  rcruzpeters@austinrecovery.org !

•  Facebook!
–  Facebook.com/AustinRecovery!

•  Twitter!
–  Twitter.com/AustinRecovery!
–  Twitter.com/ramonaruby!

•  Pinterest!
–  Pinterest.com/AustinRecovery!
–  Pinterest.com/ramonaruby!

•  Blog!
–  www.AustinRecovery.org/blog/!
–  ramonaruby.blogspot.com !


Helpful Tools!

•  HootSuite!
•  Smartphone !
or tablet apps!
•  Scheduled posts!
•  Links in email
marketing!
•  Links on brochures!


Questions?!

???


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