1.
The Fundamentals of
Social Media Promotion
Professor: Crystal King

2.
WHY YOU NEED A
SOCIAL MEDIA STRATEGY

3.
It helps you expand your other marketing efforts.
It will help you build brand awareness.
It is one of the most powerful drivers for word of mouth.
You can use social media to attract buyers.
Why Have a Social Media Strategy?

4.
71%
of consumers who have had a good
social media service experience with a brand are
likely to recommend it to others.
SOURCE: NIELSEN

5.
It helps you expand your other marketing efforts.
It will help you build brand awareness.
It is one of the most powerful drivers for word of mouth.
You can use social media to attract buyers.
Why Have a Social Media Strategy?

6.
Social media is the ultimate way to do
inbound marketing.

7.
Example Buyer Persona:
Marketing Michelle
BACKGROUND:
• Manages a marketing department with 3-5
employees
• Married with a couple of children
• Been in her role for five years
IDENTIFIERS:
• Drives a modest vehicle
• Achiever
• Determined individual and a natural leader
• Stylish trend-setter
GOALS:
• Has high ambitions for her team
• Wants to exceed expectations for driving ROI
• Likes to be her own boss
CHALLENGES:
• Generating enough leads for the sales team
• Managing brand communications
• Looking for ways to streamline processes
• “I never feel like I have enough time.”
FAVORITE BRANDS
• Apple
• Sephora
• Volkswagen
• Zappos
FAVORITE WEBSITES
• Vanity Fair
• Fast Company
• Mashable
• AdWeek
DEMOGRAPHICS:
• Late 30s-early 40s
• Income $70K+
SPENDS ONLINE TIME ON
• Facebook
• Instagram
• Etsy
FAVORITE TECH
• Kindle
• iPhone
• Amazon Echo
• MacBook
• Fitbit
INTERESTS
• Pop music
• Romantic comedies
(movies & TV)

8.
Specific
Measureable
Attainable
Relevant
Timely
Use SMART Goals

9.
To be able to explain each social media channel.
To understand the impact of social listening and engagement.
To develop a content strategy for your social media plan.
To be able to identify ways that metrics are crucial to your success.
To integrate social media into your other inbound efforts.
To Build Your Social Media Strategy
You’ll Need:

10.
THE SOCIAL MEDIA
CHANNELS EXPLAINED

11.
FLICKR USER DON BURKETT

12.
More than
67%of Americans are using Facebook as their
primary source of news.
SOURCE: FORTUNELORDS

13.
• Facebook requires businesses to use a business page.
Facebook Business Page Benefits

14.
• Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
Facebook Business Page Benefits

15.
• Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
• Access to analytics (Insights).
Facebook Business Page Benefits

16.
• Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
• Access to analytics (Insights).
• Ability to categorize company for search, add mission
statement, product catalog, awards, and give customers chance
to do reviews.
Facebook Business Page Benefits

17.
• Facebook requires businesses to use a business page.
• Personal pages have a 5K friend limit while business pages can
have millions of followers.
• Access to analytics (Insights).
• Ability to categorize company for search, add mission
statement, product catalog, awards, and give customers chance
to do reviews.
• The most important reason is for advertising.
Facebook Business Page Benefits

18.
300 hoursof video are uploaded to YouTube every minute.
SOURCE: FORTUNELORDS

19.
5 billionvideos are watched on YouTube every single day.
SOURCE: FORTUNELORDS

20.
Approximately 20%
of the people who
start your video will
leave after the first 10
seconds.
FLICKR USER DON BURKETT

21.
SOURCE: KABOOMPICS

22.
90%of Instagram’s audience is
under the age of 35.

23.
80%of Instagram users follow at least one brand account.
SOURCE: SPROUT SOCIAL

24.
Engagement on
Instagram is:
10x higher than Facebook
54x higher than Pinterest
84x higher than Twitter
FLICKR USER DON BURKETT SOURCE: FORRESTER BLOG

25.
500 milliontweets are sent every day.
SOURCE: TWITTER

26.
TWITTER SAYS 80% OF THEIR
ADVERTISERS’ INBOUND
SOCIAL CUSTOMER SERVICE
REQUESTS HAPPEN
ON TWITTER.

27.
350,000hours of live video are streamed on Twitter every day.
SOURCE: OMNICORE AGENCY

28.
• Look up individuals you are meeting with.
Benefits of Using LinkedIn

29.
• Look up individuals you are meeting with.
• Find out more about a prospect.
Benefits of Using LinkedIn

30.
• Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
Benefits of Using LinkedIn

31.
• Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
• Offer value through targeted advertising.
Benefits of Using LinkedIn

32.
• Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
• Offer value through targeted advertising.
• To network in LinkedIn groups.
Benefits of Using LinkedIn

33.
• Look up individuals you are meeting with.
• Find out more about a prospect.
• Build thought leadership.
• Offer value through targeted advertising.
• To network in LinkedIn groups.
• Share content with links back to your website properties.
Benefits of Using LinkedIn

34.
3 monthsis the average life of a Pinterest Pin.
SOURCE: WEBPAGEFX

35.
Age 12-24
Is the largest demographic of
Snapchat users

36.
THE POWER OF SOCIAL
LISTENING

37.
SOCIAL LISTENING
Is how you track, analyze and respond to conversations
across the Internet.

38.
• It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
Benefits of Social Listening

39.
• It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
• It helps you manage reputation.
Benefits of Social Listening

40.
• It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
• It helps you manage reputation.
• It helps you identify your biggest fans and influencers.
Benefits of Social Listening

41.
• It gives you the opportunity measure the performance of your
social media, web, conversations and content strategy.
• It helps you manage reputation.
• It helps you identify your biggest fans and influencers.
• It can help you discover new product ideas or enhancements.
Benefits of Social Listening

42.
• You can watch the competition.
Benefits of Social Listening (cont.)

43.
• You can watch the competition.
• It can lead to new business opportunities.
Benefits of Social Listening (cont.)

44.
• You can watch the competition.
• It can lead to new business opportunities.
• It can help you find leads.
Benefits of Social Listening (cont.)

45.
• You can watch the competition.
• It can lead to new business opportunities.
• It can help you find leads.
• It can help you set strategic benchmarks for your future.
Benefits of Social Listening (cont.)

46.
MONITORING
The method of looking for mentions of your brand,
products, hashtags, employees, competitors and customers.

47.
ENGAGEMENT
Is having conversations with individuals about your industry,
brand, products and services.

48.
Make sure you’re
adequately directing your
audience in all channels to
the best way they can have
a conversation with you.

49.
SOCIAL MEDIA
CONTENT: THE BASICS

50.
SOURCE: ANIMOTO
VISUAL
IMAGES

51.
ANIMATED
GIFS

52.
STORIES

53.
82%
of all consumer IP traffic will be video by the year 2021.
SOURCE: CISCO

54.
250,000,000
people a day view Instagram Stories.
SOURCE: FACEBOOK

55.
4xas many consumers would rather watch a video
about a product rather than read about it.
SOURCE: ANIMOTO

56.
QUIZZES,
SURVEYS
AND POLLS

57.
REALTIME MARKETING
When the lights went out during the
2013 Super Bowl.

58.
INFLUENCER
MARKETING

59.
76%of people trust content shared by
“average” people more than brands.
SOURCE:OLAPIC

60.
USER GENERATED
CONTENT

61.
METRICS: THE KEY TO
UNDERSTANDING YOUR
SOCIAL MEDIA SUCCESS

62.
Conduct a social media audit
AUDIENCESTACK.COM

63.
Develop or adjust a social media strategy that aligns to specific,
actionable business objectives and goals.
Discover trends you can use to create or modify social media
campaigns.
Receive valuable insight into customer sentiment and
perception of your brand.
Provide executives and your team a look into what is or is not
working so you can manage and justify social media spend.
A Social Media Audit Will Help You:

64.
FACEBOOK

65.
TWITTER

66.
LINKEDIN

67.
PINTEREST

68.
INSTAGRAM

69.
YOUTUBE

70.
HUBSPOT

71.
• Your owned social channels
• The internal owners of those channels
• Number of followers
• Non-owned channels for legal usage
• Profile consistency
• Content performance
What To Track In Your Social Media Audit

72.
• Best and worst performing posts
• Posts with the most engagement
• Post frequency
• Content with the best and worst performance
• Publish times of posts with the best engagement
• Video views
Additional Metrics To Track

73.
• Click-through to content
• Post reach and impressions
• Number of Twitter mentions
• Effective keywords
• Response rate
• Sentiment
Additional Metrics To Track (cont.)

74.
Conduct a separate in-depth audit.
Don’t forget about advertising!

75.
ANALYZE YOUR
COMPETITION

76.
Develop new benchmarks and KPIs.
Determine the best mix of content on the right channels at
the right times.
Identify opportunities to better engage with customers
Adjust budgets and calculate ROI.
Identify how you need to make resource changes to boost
social media efforts.
A Social Media Audit Will Help You:

77.
12-18 months
Conduct an audit of this depth every
SOURCE: OLAPIC
at minimum.

78.
TAKING YOUR INBOUND
STRATEGY TO THE NEXT
LEVEL WITH DIGITAL
MARKETING

79.
• Email signatures
• Presentation templates
• Business cards
• Printed collateral
• Website footer
• Email newsletters
Add social icons
and links to:
ICONS BY NICK.COM

80.
Adding links into your header and footer
Social sharing links on blog articles or product descriptions
Adding “Pin This” Pinterest links to product pages
Embed YouTube or Facebook Live videos on your site
Enabling Single-sign on
On Your Website, Consider:

81.
Include social media
in your ads to gain
followers across
different channels.

82.
In your next
newsletter, ask
your followers
to share
content with a
tag back.

83.
THANK YOU.