The document discusses how businesses can leverage social media platforms like Facebook, Twitter, YouTube, and LinkedIn for viral marketing and increasing brand awareness, providing statistics on user engagement and recommendations for best practices such as consistent posting, engaging content, and monitoring interactions to improve customer service.

1. Don’t Be
Afraid of
Facebook!
How to Create a Sensation
in Social Marketing
Presented by
Susan Wagner
Editor, Smart Retailer

2. www.smart-retailer.com/subscribe

3. afraid of
facebook?
terrified
of twitter?
leary of
linkedin?

4. leveraging
word-of-mouth marketing
=
VIRAL MARKETING

7. why social marketing makes sense
• It’s a great way to leverage
word-of-mouth marketing
• It helps build your brand and
reach out to new customers
• It shows you are in tune with the
times
• It appeals to a younger
audience, your future customers
• It outranks email in popularity of
internet use
• It can help increase traffic to
your website

8. why social marketing makes sense
Americans spend more time on Facebook than they do
on any other website
More than 73% of businesses increased their use of
Facebook, Twitter, YouTube and blogs in 2011
More than 45% of small businesses increased their
spending on online video in 2011
More than 75% of all Americans use a social network
and nearly 25% of all online time is spent here
Social media generates more exposure, increases traffic
to website, and improves search engine rankings

9. social media & shopping
• 42% of online consumers have followed a retailer
• 58% of respondents follow companies to find deals;
49% want to keep up to date on products
• 35% of shoppers likely to buy something from Facebook
• 27% consumers compare/check prices on social media
sites using their mobile phones
• 24% use social media to check reviews for
brands/places/services
• 22% use it to tell
others where they are
• 16% use it to get coupons
and discounts from
local businesses
• 10% use it to tell others
what they bought

11. facebook
• More than 600 million active
users; 200 million on every day
• 133 million U.S. users
• More than 7 million pages
are “liked” every 20 minutes
• 200 million people access Facebook via
a mobile device every day
• Number 2 site in U.S.
behind Google (but closing in)
• Average user spends more than 15
hours a month on the site
• Average user has 130 friends
• Women 55 and up are fasting growing
demographic

42. twitter
• Growing faster than Facebook - 39% in 2011
• Over 465 million users; 100 million active
users; 24 million U.S. users
• 1 million new accounts added every day
• Fastest growing demographic is 25-34 year
olds; adoption
among 30-49
year olds has
doubled since
2010

46. youtube
• More than 1 trillion
views in 2011
• Over 4 billion videos
are viewed per day
• 60 hours of video uploaded
every day
• Total number of advertisers
using YouTube increased
10-fold in 2010
• Second most popular search
engine behind Google

50. linkedin
• Has 135 million members
• Two new members per
second
• Over 40% of members are
manager, owner, ceo or vice
president
• Users have an average
household income of
$109,000
• More than 2 million
companies have company
pages

55. location-based marketing
• More smartphone users
than regular users
• Fastest growing marketing
platform
• Growth of iPhone 10 times
faster than growth of AOL
• 70% of all mobile searches
result in action within 1
hour
• Mobile coupons get 10
times the redemption rate
of traditional coupons

58. upcoming social sites
• Google+ has 90 million users
• Google+ is fourth largest social
network
• Pinterest has 11.7 monthly unique
users
• 97% of Pinterest users are women
• Pinterest accounts for almost as
much referral traffic as Twitter

61. tips and best practices
• Stay consistent; post on a regular basis
• Design an engaging cover photo
• Make use of custom tabs to gather email addresses,
provide e-commerce
• Focus on 2-3 strong tabs
• Use pictures and video
• Be interactive; reTweet, start discussions, post polls
• Follow 70-20-10 rule: 70% useful info, 20% sharing
other content, 10% promotion
• Be honest and upfront; be prepared to deal with
unhappy customers
• Use various forms of social networks; funnel content
back to website

62. tips and best practices
• Encourage and build relationships with your “raving
fans”
• Keep Facebook posts to couple sentences; Twitter
posts to 126 words so can RT
• Let the person who enjoys this technology be the
point person
• When measuring ROI, look for measurements that
make sense; review insights
• Use apps that can update several sites at once, such
as HootSuite, TweetDeck
• Set blog to automatically post to Facebook
• Use Like Button or Like Box on your website
• Encourage interaction on posts so they’ll be more apt
to show up in Top News feed

63. tips and best practices
• Build up your brand’s story and history
• Don’t follow everyone that follows you
• Keep videos short, 15-30 seconds
• Don’t make videos outright ads
• Blog about videos or Facebook items and link them to
increase their views
• Use keywords in posts and titles for SEO
• Use the sites for building business as well as
educating yourself
• Watch for spam and negative posts
• Use sites to improve customer service, identify areas
of growth, test new ideas

64. tips and best practices
• Use LinkedIn to network and learn
• Use Twitter for quick, immediate posts; Facebook for
items with longer lead times
• Tweet or posts about new products to excite
shoppers
• Add a character before @ in tweets to go to everyone
• Consider Foursquare or mobile marketing to target
local shoppers
• Follow Facebook rules about contests
• Don’t just talk, but listen

65. “The more we can engage
the customers, the more
value we create, and the more
they can buy from us.”
—Rich Lyons,
Lyons Consulting Group

66. resources
• Marismith.com
• Mashable.com
• Social Media Examiner
• Facebook Help
• SnapRetail
• iZigg.com
• Static HTML: iframe tabs
• Wildfireapp.com
• Constant Contact
• MailChimp
• Shop Tab
• Payvment
• TabJuice