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Social Media Marketing
FSC Interactive
Andy Kutcher
What is Social Media?
But, What is Social Media?
Social Media is any
online or mobile
network that allows
people to
congregate, share and
communicate. It’s a
party….
        online
Southeast Louisiana Small Business Conference: Social Media 101
Why Should I Use Social Media
Southeast Louisiana Small Business Conference: Social Media 101
Facebook: Social Networking Site that allows for open communication between
people and brands.

800+ Million Active Users

46% of Facebook users are 25-44 years old
81% of Facebook users have some level of higher education


 Twitter: A Social Networking and Microblogging site that allows for open, public
 communication in 140 characters or less.

 Over 200 Million Users

 57% of Twitter users are 25-44 years old
 37% of Twitter users have a Bachelors Degree, at least


 YouTube: A video sharing website, owned by Google. The second largest
 search engine on the web.

 Over 3 Billion Videos Viewed Daily

 Average age of YouTube is 27 with 20% being 35+
 78% of YouTube users have some level of higher education
LinkedIn: A Social Networking site for business professionals.

More than 120 Million Members

Average age of LinkedIn is 25-54
LinkedIn is used by 69 of the Fortune 100 Companies



 Yelp: A Social Networking site that allows customers to leave reviews of any
 business

 61% of people rely on user reviews for product information or research
 before a buying decision is made

 41 Million Monthly Visitors


Google Places: Allows you to claim your business profile on Google, people can
review your business

97% of consumers search for local businesses online
78% of companies said
 they use Facebook,
  Twitter, and other
    sites to conduct
  research, improve
   customer service,
 push marketing and
   PR initiatives, and
ultimately boost sales.



(credit: http://news.cnet.com/8301-1009_3-20016517-83.html)
Let’s Get Started!

How to Develop your Social Media
            Strategy
What are your Goals?
What are your Goals?
• Specific     I want to increase traffic to my
• Measurable   website by 10%
• Realistic
               We want a monthly average of
               70 interactions on Facebook

               I want 20 new Followers on
               Twitter every Month
Southeast Louisiana Small Business Conference: Social Media 101
Who is your Audience?
•   Age, Race, Gender
•   How do they talk to you
•   How do they talk to each other
•   What is the best way to reach them
Southeast Louisiana Small Business Conference: Social Media 101
What (and who) are your Resources?
•   In-house vs. Outsourced
•   Team Size
•   Available Time
•   Accountability
Southeast Louisiana Small Business Conference: Social Media 101
What Channels should you use?
The Four “C’s” of Social Media

    No matter what platforms you
  choose, these four things will keep
   your strategy moving in the right
               direction
Content
Community
Consistency
Customization
Content
We know the digital era requires more content,
not less. And it requires content edited and
packaged in ways that help user access and allow
for advertising placement.

       – Tom Curley, CEO of The Associated Press
What to Post
•   News About Your Business
•   Blog Posts and Press Releases
•   Upcoming Events
•   Promotions
•   Photos
•   Information About Your Business
•   Quotes
•   …Just About Anything!
“Be yourself. Above all, let who you are, what you
are, what you believe, shine through every sentence you
write, every piece you finish.”

                                       - John Jakes, author
Consistency
Southeast Louisiana Small Business Conference: Social Media 101
Create a Schedule
 (and stick to it!)
Customization




You forgot the
first rule of mass
media, Elliot!
GIVE THE PEOPLE
WHAT THEY
WANT!

         - James
 Bond, Tomorrow
      Never Dies
Community
com·mu·ni·ty
            ɪ
  /kəˈmyunti/ noun, plural -ties.

 a social, religious, occupational, or other group
sharing common characteristics or interests and
perceived or perceiving itself as distinct in some
respect from the larger society within which it
exists
Anyone you
         interact
       with, even if
        only one
        time, is a
       part of your
       community

http://www.coolinfographics.com/blog/2010/10/14/map-
                          of-online-communities-2.html
What Else Should I Do?

     Good Question!
It’s Ok to
Eavesdrop!
Google Alerts
Social Mention
Open Book
www.search.twitter.com
  “search term” near:zipcode
TweetBeep
Topsy
Let’s Talk Specifics
     Facebook
       Twitter
      LinkedIn
        Yelp
    Google Places
The ‘book
Facebook
tops
Google
for
weekly
traffic in
the US.
Using Facebook as a Brand
       Engaging on Facebook as a Page
           Customizing Your Page
Growing your Community through Targeted Ads
      Measuring Success with Insights
Being Your Brand on Facebook
Southeast Louisiana Small Business Conference: Social Media 101
Southeast Louisiana Small Business Conference: Social Media 101
Southeast Louisiana Small Business Conference: Social Media 101
Engage With Things You Like
Share Your Favorite Content
Southeast Louisiana Small Business Conference: Social Media 101
Customize Your Page
Page Settings
Cross Promote Your Partners
Facebook Deals
Customized Tab
Reach Your Audience Through Ads
Facebook Ads
Southeast Louisiana Small Business Conference: Social Media 101
Southeast Louisiana Small Business Conference: Social Media 101
For Example…
In Louisiana, who like:   In Louisiana, who are:
- N.O. Saints: 258,360    - Married: 531,200
- Cooking: 78,520         - Engaged: 50,400
- Shopping: 149,040       - Single: 272,880
- Travel: 75,780          - College Graduates: 423,760
Real Life Examples
Situation: Need to Drive Traffic to the New Orleans
Saints Pre-Season Games.
Primary Target: Men in Louisiana
Secondary Target Demographics: Like New Orleans
Saints and Football. Are 21+




                                 Situation: Wedding Shop in New Orleans that
                                 specializes in high-end, handmade wedding dresses
                                 Primary Target: Women in New Orleans, LA
                                 Secondary Target Demographics: Engaged, 25+ and
                                 College Graduates.
Measuring Success with Insights
Southeast Louisiana Small Business Conference: Social Media 101
Southeast Louisiana Small Business Conference: Social Media 101
Southeast Louisiana Small Business Conference: Social Media 101
Southeast Louisiana Small Business Conference: Social Media 101
There are
more
people on
Twitter than
the
population
of Sweden,
Israel,
Switzerland
or Norway
Using Twitter as a Brand
    Speaking the Language
     Why Twitter Matters
      Using Twitter Lists
  Measuring Success on Twitter
Cocktail Party
Rules of Engagement
Cocktail Party
    Rules of Engagement
– Don’t talk all about yourself

– Find the people who interest you

– Try to add value to the conversation

– Follow up with your new friends
Speaking the language


RT @fscnola hosting a
 #socialmedia101 training session
 this morning!
Twitter Translator
Replies
@ denotes a tweet sent to another Twitter user.

@TiffanyStarnes see you
in the park tonight!
Retweet
Retweets are similar to
forwarding a message in
e-mail. They help grow
communities and makes
people feel good.

RT @andyknola: Help
raise money for Tsunami
Relief:
http://bit.ly/awsjah0
Direct Message
DM is a private message that you can only send
to those who follow you.
D Adeletiblier Here’s my
e-mail address
andy@fscinteractive.com
Hashtag
# makes a term into a keyword that is
searchable, also used to imply sarcasm or humor

@tiffanystarnes is speaking in tongues at
#socialsummit

@nolamaven @AmieSaint @glamourstar this
makes me weep for America.
#mariahcareybabynames
Why Twitter Matters
Twitter Can be Used For…
•   PR
•   Crisis Communication
•   Customer Feedback
•   Achieving Goals
•   Customer Relations
•   Recruitment
•   Sales
•   Driving Traffic
Manage
(on your computer)
Manage
(on the go)
Beauty in Brevity
Measuring Success on Twitter
Success = ____________?

“A leader has to be positive about all things that happen
to his team. Look at nothing in the past as failure.”

                                 - Coach Mike Krzyzewski
Bit.ly
Who.Unfollowed.Me
TweetStats
Measuring Success on Twitter
ReTweetist- Allows you to discover trends, popular topics and popular people by
tracking Retweets (RTs) across Twitter.
http://retweetist.com/

Twitalyzer- Twitter's most popular measurement solution for business and personal
users, focusing on influence, impact and engagement.
http://www.twitalyzer.com

BackTweets- Get a comprehensive understanding of how your content is shared on
Twitter, including tweet graphs, reach & impressions stats, influencer lists and more!
http://backtweets.com/

TwitterCounter – Allows you to review your friends and follower growth by week,
month or 3-month intervals. You can also compare your growth to competitors.
http://twittercounter.com

OneForty – All of the latest and greatest online and social media tools.
http://oneforty.com/category/Analytics
Southeast Louisiana Small Business Conference: Social Media 101
What is Linked In?
   Who Do You Know?


       Who Do THEY Know?


        Who Are You Trying to Reach?

       How Do You Expand Your Network?

    How Do You Set Yourself Apart?
Using LinkedIn as a Professional
             Your Profile
          Getting Connected
          Own YOUR Brand
         Your Company Page
Your Profile
First, Let’s Talk About ME.
                 COMPLETE your Profile…
                 - Add Your Picture
                 - Include ALL job history
                 - Ask For and Make
                 Recommendations
                 - Optimize EVERYTHING
                    - Job Titles
                    - Updates
                    - Summary
Getting Connected
Who Do You Know?
Who Do They Know?
        - Always personalize requests!

        - Include an introduction and why
        you would like to connect

        - Forward your profile to people
        you don’t know but would like to
        meet and WHY you are contacting
        them….BE HONEST
Expand Your Network
Join Groups & Organizations
    – Some are open and others require invitation
    – Seek Professional Organizations
    – Seek with Potential Customers
Updates Keep you Updated
Owning YOUR Brand
Position Yourself as a Pro
 Questions and Answers
 - Search open questions
 - Offer your expert opinion
 - Don’t know the answer, share it with
 someone who might
Get Recommendations
           Recommendations
           - Give to receive….
           recommend former
           coworkers, employers and
           employees
           - Ask them to reciprocate
           - Not so glowing, you can
           hide it
Your Company Page
Companies can have a Presence,
            Too!
Brand Overview, Recruitment and
            Services
Linking it all Together
Share Whatchya Got
Print Materials
Email Signature
Website (above the fold!)
TV Ads
Media Buys
Anywhere Relevant
Andy Kutcher

     E-mail: andy@fscinteractive.com

LinkedIn: www.linkedin.com/in/andykutcher

   Twitter: www.twitter.com/andyknola

Facebook: www.facebook.com/andy.kutcher
FSC Interactive
    1943 Sophie Wright Place
     New Orleans, LA 70130
        (504) 894-8011

          E-mail:
training@fscinteractive.com

          Facebook:
www.facebook.com/fscinteractive

         Twitter:
  www.twitter.com/fscnola

      Get More Slides:
http://www.slideshare.net/fscnola

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Southeast Louisiana Small Business Conference: Social Media 101

  • 4. What is Social Media?
  • 5. But, What is Social Media? Social Media is any online or mobile network that allows people to congregate, share and communicate. It’s a party…. online
  • 7. Why Should I Use Social Media
  • 9. Facebook: Social Networking Site that allows for open communication between people and brands. 800+ Million Active Users 46% of Facebook users are 25-44 years old 81% of Facebook users have some level of higher education Twitter: A Social Networking and Microblogging site that allows for open, public communication in 140 characters or less. Over 200 Million Users 57% of Twitter users are 25-44 years old 37% of Twitter users have a Bachelors Degree, at least YouTube: A video sharing website, owned by Google. The second largest search engine on the web. Over 3 Billion Videos Viewed Daily Average age of YouTube is 27 with 20% being 35+ 78% of YouTube users have some level of higher education
  • 10. LinkedIn: A Social Networking site for business professionals. More than 120 Million Members Average age of LinkedIn is 25-54 LinkedIn is used by 69 of the Fortune 100 Companies Yelp: A Social Networking site that allows customers to leave reviews of any business 61% of people rely on user reviews for product information or research before a buying decision is made 41 Million Monthly Visitors Google Places: Allows you to claim your business profile on Google, people can review your business 97% of consumers search for local businesses online
  • 11. 78% of companies said they use Facebook, Twitter, and other sites to conduct research, improve customer service, push marketing and PR initiatives, and ultimately boost sales. (credit: http://news.cnet.com/8301-1009_3-20016517-83.html)
  • 12. Let’s Get Started! How to Develop your Social Media Strategy
  • 13. What are your Goals?
  • 14. What are your Goals? • Specific I want to increase traffic to my • Measurable website by 10% • Realistic We want a monthly average of 70 interactions on Facebook I want 20 new Followers on Twitter every Month
  • 16. Who is your Audience? • Age, Race, Gender • How do they talk to you • How do they talk to each other • What is the best way to reach them
  • 18. What (and who) are your Resources? • In-house vs. Outsourced • Team Size • Available Time • Accountability
  • 21. The Four “C’s” of Social Media No matter what platforms you choose, these four things will keep your strategy moving in the right direction
  • 23. Content We know the digital era requires more content, not less. And it requires content edited and packaged in ways that help user access and allow for advertising placement. – Tom Curley, CEO of The Associated Press
  • 24. What to Post • News About Your Business • Blog Posts and Press Releases • Upcoming Events • Promotions • Photos • Information About Your Business • Quotes • …Just About Anything!
  • 25. “Be yourself. Above all, let who you are, what you are, what you believe, shine through every sentence you write, every piece you finish.” - John Jakes, author
  • 28. Create a Schedule (and stick to it!)
  • 29. Customization You forgot the first rule of mass media, Elliot! GIVE THE PEOPLE WHAT THEY WANT! - James Bond, Tomorrow Never Dies
  • 30. Community com·mu·ni·ty ɪ /kəˈmyunti/ noun, plural -ties. a social, religious, occupational, or other group sharing common characteristics or interests and perceived or perceiving itself as distinct in some respect from the larger society within which it exists
  • 31. Anyone you interact with, even if only one time, is a part of your community http://www.coolinfographics.com/blog/2010/10/14/map- of-online-communities-2.html
  • 32. What Else Should I Do? Good Question!
  • 37. www.search.twitter.com “search term” near:zipcode
  • 39. Topsy
  • 40. Let’s Talk Specifics Facebook Twitter LinkedIn Yelp Google Places
  • 43. Using Facebook as a Brand Engaging on Facebook as a Page Customizing Your Page Growing your Community through Targeted Ads Measuring Success with Insights
  • 44. Being Your Brand on Facebook
  • 48. Engage With Things You Like
  • 53. Cross Promote Your Partners
  • 56. Reach Your Audience Through Ads
  • 60. For Example… In Louisiana, who like: In Louisiana, who are: - N.O. Saints: 258,360 - Married: 531,200 - Cooking: 78,520 - Engaged: 50,400 - Shopping: 149,040 - Single: 272,880 - Travel: 75,780 - College Graduates: 423,760
  • 61. Real Life Examples Situation: Need to Drive Traffic to the New Orleans Saints Pre-Season Games. Primary Target: Men in Louisiana Secondary Target Demographics: Like New Orleans Saints and Football. Are 21+ Situation: Wedding Shop in New Orleans that specializes in high-end, handmade wedding dresses Primary Target: Women in New Orleans, LA Secondary Target Demographics: Engaged, 25+ and College Graduates.
  • 67. There are more people on Twitter than the population of Sweden, Israel, Switzerland or Norway
  • 68. Using Twitter as a Brand Speaking the Language Why Twitter Matters Using Twitter Lists Measuring Success on Twitter
  • 70. Cocktail Party Rules of Engagement – Don’t talk all about yourself – Find the people who interest you – Try to add value to the conversation – Follow up with your new friends
  • 71. Speaking the language RT @fscnola hosting a #socialmedia101 training session this morning!
  • 73. Replies @ denotes a tweet sent to another Twitter user. @TiffanyStarnes see you in the park tonight!
  • 74. Retweet Retweets are similar to forwarding a message in e-mail. They help grow communities and makes people feel good. RT @andyknola: Help raise money for Tsunami Relief: http://bit.ly/awsjah0
  • 75. Direct Message DM is a private message that you can only send to those who follow you. D Adeletiblier Here’s my e-mail address andy@fscinteractive.com
  • 76. Hashtag # makes a term into a keyword that is searchable, also used to imply sarcasm or humor @tiffanystarnes is speaking in tongues at #socialsummit @nolamaven @AmieSaint @glamourstar this makes me weep for America. #mariahcareybabynames
  • 78. Twitter Can be Used For… • PR • Crisis Communication • Customer Feedback • Achieving Goals • Customer Relations • Recruitment • Sales • Driving Traffic
  • 83. Success = ____________? “A leader has to be positive about all things that happen to his team. Look at nothing in the past as failure.” - Coach Mike Krzyzewski
  • 87. Measuring Success on Twitter ReTweetist- Allows you to discover trends, popular topics and popular people by tracking Retweets (RTs) across Twitter. http://retweetist.com/ Twitalyzer- Twitter's most popular measurement solution for business and personal users, focusing on influence, impact and engagement. http://www.twitalyzer.com BackTweets- Get a comprehensive understanding of how your content is shared on Twitter, including tweet graphs, reach & impressions stats, influencer lists and more! http://backtweets.com/ TwitterCounter – Allows you to review your friends and follower growth by week, month or 3-month intervals. You can also compare your growth to competitors. http://twittercounter.com OneForty – All of the latest and greatest online and social media tools. http://oneforty.com/category/Analytics
  • 89. What is Linked In? Who Do You Know? Who Do THEY Know? Who Are You Trying to Reach? How Do You Expand Your Network? How Do You Set Yourself Apart?
  • 90. Using LinkedIn as a Professional Your Profile Getting Connected Own YOUR Brand Your Company Page
  • 92. First, Let’s Talk About ME. COMPLETE your Profile… - Add Your Picture - Include ALL job history - Ask For and Make Recommendations - Optimize EVERYTHING - Job Titles - Updates - Summary
  • 94. Who Do You Know?
  • 95. Who Do They Know? - Always personalize requests! - Include an introduction and why you would like to connect - Forward your profile to people you don’t know but would like to meet and WHY you are contacting them….BE HONEST
  • 96. Expand Your Network Join Groups & Organizations – Some are open and others require invitation – Seek Professional Organizations – Seek with Potential Customers
  • 97. Updates Keep you Updated
  • 99. Position Yourself as a Pro Questions and Answers - Search open questions - Offer your expert opinion - Don’t know the answer, share it with someone who might
  • 100. Get Recommendations Recommendations - Give to receive…. recommend former coworkers, employers and employees - Ask them to reciprocate - Not so glowing, you can hide it
  • 102. Companies can have a Presence, Too!
  • 104. Linking it all Together
  • 109. TV Ads
  • 112. Andy Kutcher E-mail: andy@fscinteractive.com LinkedIn: www.linkedin.com/in/andykutcher Twitter: www.twitter.com/andyknola Facebook: www.facebook.com/andy.kutcher
  • 113. FSC Interactive 1943 Sophie Wright Place New Orleans, LA 70130 (504) 894-8011 E-mail: training@fscinteractive.com Facebook: www.facebook.com/fscinteractive Twitter: www.twitter.com/fscnola Get More Slides: http://www.slideshare.net/fscnola

Hinweis der Redaktion

  1. CHa
  2. Be creative while including terms you want people to find you for.
  3. Network Statistics. One intro away from 32K professionals