Getting Started on Social Media
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Learn the basics of building your business's brand across social media platforms including Facebook, Twitter, LinkedIn, Pinterest, and Google+.
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Getting Started on Social Media
- 1. Getting Started Social Media 1 Usabg.net | @usabg (614) 791-1070 on with Brittany Fullenkamp Digital Marketing Specialist USABG | iBoomerang
- 2. 2 Agenda • Defining Social Media • Benefits of Social Media Marketing • Today’s Social Networks • Developing a Strategy • Best Practices • Resources • Takeaways & Review
- 3. 3 What is Social Media?
- 4. Social Media [so-cial me-di-a] - noun “Websites and applications that enable users to create and share content or to participate in social networking.” 4
- 5. 5 It’s all about the conversations and networking!
- 6. In fact, this concept is in the roots of social networks. 6
- 7. 7 (networking and conversations feed social media)
- 8. 8 1997 Social Media Timeline
- 9. 9 1997 Social Media Timeline
- 10. 10 Social Media Timeline 1997 2001
- 11. 11 1997 2001 2002 Social Media Timeline
- 12. 12 Social Media Timeline 1997 2001 2002 2003
- 13. 13 Social Media Timeline 1997 2001 2002 2003 2004
- 14. 14 1997 2001 2002 2003 2004 2005 Social Media Timeline
- 15. 15 Social Media Timeline 1997 2001 2002 2003 2004 2006 2005
- 16. 16 Social Media Timeline 1997 2001 2002 2003 2004 2007 2006 2005
- 17. 17 Social Media Timeline 1997 2001 2002 2003 2004 2008 2007 2006 2005
- 18. 18 Social Media Timeline 1997 2001 2002 2003 2004 2008 2006 2005 2009 2007
- 19. 19 Social Media Timeline 1997 2001 2002 2003 2004 2008 2006 2005 2010 2009 2007
- 20. 20 Social Media Timeline 1997 2001 2002 2003 2004 2008 2006 2005 2011 2010 2009 2007
- 21. 21 Social Media Timeline 1997 2001 2002 2003 2004 2008 2006 2005 2012 2011 2010 2009 2007
- 22. 22 Social Media Timeline 1997 2001 2002 2003 2004 2008 2007 2006 2005 2009 Now 2012 2011 2010
- 23. 23 Characteristics of Social Networks The Evolution of the Modern Man
- 24. 24 You couldn’t have this party without us! 1 User-based
- 26. 26 3 Interactive
- 28. 28 5 Emotional
- 30. “This is great information, Brittany… But how do social networks help me?” 30
- 31. 31 Benefits of Social Media Marketing
- 32. 32 Benefits of Social Media 1 Brand Awareness
- 33. 33 Social Media Funnel
- 34. 34 Social Media Funnel
- 35. 35 Social Media Funnel
- 36. 36 Social Media Funnel
- 37. 37 Social Media Funnel
- 38. 38 Social Media Funnel
- 39. Advocates build your Brand Awareness. 39
- 40. 40 Benefits of Social Media 1 Brand Awareness
- 41. 41 Benefits of Social Media 1 Brand Awareness 2 Leads
- 42. 42 Benefits of Social Media 1 Brand Awareness 2 Leads 3 New Clients
- 43. 43 Benefits of Social Media 1 Brand Awareness 2 Leads 3 New Clients 4 Faster Communication
- 44. Benefits of Social Media 44 1 Brand Awareness 2 Leads 3 New Clients 4 Faster Communication 5 Industry Authority
- 45. Benefits of Social Media 45 1 Brand Awareness 2 Leads 3 New Clients 4 Faster Communication 5 Industry Authority 6 SEO Credit
- 46. 46 Understanding Each Social Network
- 48. 48 Demographics Unique Capabilities Monthly Active Users 1.28 BILLION AGE GROUP: 25 - 34 GENDER: Both - Reach more customers - Reach more professionals - Users share 1 million links every 20 minutes - Ad targeting - Insights Content to Post - Anything goes! - Be as diverse as your audience - Photos and articles - Mobile-friendly - Contests
- 49. 49 Demographics Unique Capabilities Monthly Active Users 255 MILLION AGE GROUP: 15 – 24 GENDER: Both - 140 characters - Hashtags (#hashtag) - No filter - 78% of users on mobile - 500 million Tweets per DAY - Simplicity Content to Post - Tweets with 1 – 3 hashtags - Witty content - Trendy content - Links to informative articles - High quantity
- 50. 50 Demographics Unique Capabilities Monthly Active Users 187 MILLION AGE GROUP: 35 - 54 GENDER: Men - For business - Networking - Most active during normal hours - 4x more traffic to your website - Groups - Best industry content Content to Post - Intelligent articles - Company updates - Industry information - Links to your website - Your expertise
- 51. 51 Demographics Unique Capabilities Monthly Active Users 40 MILLION AGE GROUP: 25 - 34 GENDER: Women - Image-heavy - Groundbreaking design - Easy to share content - Loyal users - eCommerce - Censorship and social issues Content to Post - Images & Infographics - Blogs - Location boards - Recipes! - Viral photos
- 52. 52 Demographics Unique Capabilities Monthly Active Users 540 MILLION AGE GROUP: 25 - 34 GENDER: Men - Rapidly growing - Helps SEO - Integration - Hangouts & Circles - Communities - Tech-savvy users Content to Post - High quality - Articles related to you - Your own work - Pictures & Videos - Long posts
- 53. 53 Other Networks Unique Capabilities - Photos & Filters - 200 MILLION Users - Favorite among teens Content to Post - Pictures of you - Pictures of your clients - Pictures of the area you serve
- 54. 54 Other Networks Unique Capabilities - Photos & Filters - 200 MILLION Users - Favorite among teens Content to Post - Pictures of you - Pictures of your clients - Pictures of the area you serve Unique Capabilities - Helps people find blogs - GIFs - Indexed by search engines Content to Post - Your blogs - Images - Infographics - Industry News - Personality
- 55. 55 Other Networks Unique Capabilities - Photos & Filters - 200 MILLION Users - Favorite among teens Content to Post - Pictures of you - Pictures of your clients - Pictures of the area you serve Unique Capabilities - Helps people find blogs - GIFs - Indexed by search engines Content to Post - Your blogs - Images - Infographics - Industry News - Personality Unique Capabilities - Large, dedicated fan base - Subreddits Content to Post - Your blogs - Industry news - Your comments and advice
- 56. 56 Other Networks Unique Capabilities - Photos & Filters - 200 MILLION Users - Favorite among teens Content to Post - Pictures of you - Pictures of your clients - Pictures of the area you serve Unique Capabilities - Helps people find blogs - GIFs - Indexed by search engines Content to Post - Your blogs - Images - Infographics - Industry News - Personality Unique Capabilities - Large, dedicated fan base - Subreddits Content to Post - Your blogs - Industry news - Your comments and advice Unique Capabilities - Helps people find blog - Boosts SEO value Content to Post - Your blogs - Other good industry websites and blogs
- 57. 57 Other Networks Unique Capabilities - Photos & Filters - 200 MILLION Users - Favorite among teens Content to Post - Pictures of you - Pictures of your clients - Pictures of the area you serve Unique Capabilities - Helps people find blogs - GIFs - Indexed by search engines Content to Post - Your blogs - Images - Infographics - Industry News - Personality Unique Capabilities - Large, dedicated fan base - Subreddits Content to Post - Your blogs - Industry news - Your comments and advice Unique Capabilities - Helps people find blog - Boosts SEO value Content to Post - Your blogs - Other good industry websites and blogs Unique Capabilities - Horizontal Scroll - Few Advertisements - Discovery Content to Post - Music you listen to - Artists you like - YouTube videos - Entertainment-related articles and news
- 58. 58 Other Networks Unique Capabilities - Photos & Filters - 200 MILLION Users - Favorite among teens Content to Post - Pictures of you - Pictures of your clients - Pictures of the area you serve Unique Capabilities - Helps people find blogs - GIFs - Indexed by search engines Content to Post - Your blogs - Images - Infographics - Industry News - Personality Unique Capabilities - Large, dedicated fan base - Subreddits Content to Post - Your blogs - Industry news - Your comments and advice Unique Capabilities - Helps people find blog - Boosts SEO value Content to Post - Your blogs - Other good industry websites and blogs Unique Capabilities - Horizontal Scroll - Few Advertisements - Discovery Content to Post - Music you listen to - Artists you like - YouTube videos - Entertainment-related articles and news Unique Capabilities - 1 BILLION+ users - 40% on mobile - Tied to Google Content to Post - Instructional Videos - Informational Videos - Comments on other videos
- 59. 59 Developing a Social Media Marketing Strategy
- 60. 60 Social Media Strategy Awareness “I might need something.” Interest Desire Action “I think I want this, but I need more information.” “I definitely need this, and I’m deciding where to purchase it.” “I know what I need. Can you help me?” Marketing Sales
- 61. 61 Social Media Strategy Awareness “I might need something.” Interest Desire Action “I think I want this, but I need more information.” “I definitely need this, and I’m deciding where to purchase it.” “I know what I need. Can you help me?” Marketing Sales Advocacy “This business really helped me, so you should try them!”
- 62. 62 Social Media Strategy Set Goals Develop Channels Create Content Build Marketing Plan Audience Analyze Results
- 63. 63 Social Media Strategy 1 Set Goals • Build Brand Awareness • Organically Grow Followers • Generate Leads • Deepen Customer Relationships • Drive Brand Advocacy • Provide Industry Information
- 64. 64 Social Media Strategy 2 Develop Channels • Which networks are my customers already subscribed to? • Which networks have an audience that I want to connect with? • Which networks are the most relevant to my business/industry? • Which networks do I enjoy using? • How much time do I have to spend on social networks?
- 65. Social Media Strategy 65 3 Create Content Social • What type of content works best on Content each social network? Increases social • What time of day? engagement • How many times per day? Attractive • Formal or conversational tone? Engaging • Start with 50/30/20 rule Improve Image • What works for my competitors? • What works for others in my industry? Informative Useful
- 66. 66 Social Media Strategy 4 Build Audience • Invite people you already know • Network • Cross-promote • Drop names • Make a good first impression • Give something away
- 67. 67 Social Media Strategy 5 Analyze Results • Use analytics tools • Keep track of data • Repeat what works well • Determine if you met your goals
- 68. 68 Putting it all together
- 69. 69 Social Media Strategy Awareness “I might need something.” Interest Desire Action “I think I want this, but I need more information.” “I definitely need this, and I’m deciding where to purchase it.” “I know what I need. Can you help me?” Marketing Sales Advocacy “This business really helped me, so you should try them!”
- 70. 70 Social Media Strategy Awareness Interest Desire Action Advocacy Achieved Through: Visibility and Engagement What To Do Run Targeted Social Ads Promoted Posts ‘Like’ Campaigns Events Offers Rich Pins +Post Ads Promoted Tweets Promoted Profiles Cross-Promote Develop Channels
- 71. 71
- 72. 72 Social Media Strategy Awareness Interest Desire Action Advocacy Achieved Through: Community Engagement What To Do Create Content Call-to-Action Optimized Visuals Relevant & Useful Build Audience
- 73. 73 Social Media Strategy Awareness Interest Desire Action Advocacy Achieved Through: Landing Pages What To Do Create Content Call-to-Action Optimized Visuals Relevant & Useful
- 74. 74
- 75. 75
- 76. 76 Social Media Strategy Awareness Interest Desire Action Advocacy Achieved Through: Multiple Strategies What To Do SELL, SELL, SELL!!! Use multiple venues to create interest in your products… …until your LEAD becomes your CUSTOMER!
- 77. 77 Social Media Strategy Awareness Interest Desire Action Advocacy Achieved Through: Repeat Visibility and Engagement What To Do Facebook Insights Analyze Results Twitter Analytics Google Analytics LinkedIn Analytics YouTube Analytics Pinalytics
- 79. 79 Best Practices • Set up Business accounts
- 80. 80 Best Practices • Set up Business accounts • Network
- 81. 81 Best Practices • Set up Business accounts • Network • Listen
- 82. 82 Best Practices • Set up Business accounts • Network • Listen • Be Visual
- 83. 83 Best Practices • Set up Business accounts • Network • Listen • Be Visual • Use Unique Functionality
- 84. 84 Best Practices • Set up Business accounts • Network • Listen • Be Visual • Use Unique Functionality • Promote
- 85. 85 Best Practices • Set up Business accounts • Network • Listen • Be Visual • Use Unique Functionality • Promote • Measure Results
- 86. 86 Resources
- 87. 87 Facebook for Businesses: - https://www.facebook.com/business Create a Facebook Business Page - https://www.facebook.com/pages/create/ Essential Facebook Marketing Resources - http://www.socialmediaexaminer.com/essential-facebook-marketing-resources/ Beginner’s Guide to Facebook Insights - http://blog.kissmetrics.com/guide-to-facebook-insights/
- 88. 88 Twitter for Business - https://business.twitter.com/ Twitter Analytics - https://analytics.twitter.com/ Twitter Trends - http://trendsmap.com/ Twitter Advertising - https://ads.twitter.com How to Use Twitter for Business and Marketing - http://www.socialmediaexaminer.com/how-to-use-twitter-for-business-and-marketing/
- 89. 89 LinkedIn Company Pages - http://business.linkedin.com/marketing-solutions/company-pages.html LinkedIn Small Business Resource Center - http://smallbusiness.linkedin.com/ Essential LinkedIn Marketing Resources - http://www.socialmediaexaminer.com/linkedin-marketing-resources/
- 90. 90 Pinterest for Business - http://business.pinterest.com Pinterest Help Center - http://help.pinterest.com/en/articles 6 Ways to Use Pinterest to Promote Your Brand - http://www.socialmediaexaminer.com/how-to-promote-with-pinterest/ Pinterest Trends - http://www.pinterest.com/popular/
- 91. 91 Google+ for Business - http://www.google.com/business/ Google+ News - http://www.socialmediaexaminer.com/tag/google-plus/ Google Alerts - http://www.google.com/alerts Google AdWords - http://www.google.com/adwords
- 92. Other Resources 92 Hootsuite - https://hootsuite.com/ Social Mention - http://www.socialmention.com/ Klout - https://klout.com/home Social Media Examiner – http://www.socialmediaexaminer.com/getting-started/ Mashable - http://mashable.com/ SproutSocial - http://sproutsocial.com/insights/resources/ MOZ - http://moz.com/beginners-guide-to-social-media HubSpot – http://hubspot.com Canva - https://www.canva.com/ Pixlr - http://pixlr.com/editor/
- 93. In Summary… 93
- 94. 94 Takeaways • Content Matters. Fresh and valuable content matters most. • Know where your audience is and prioritize. • If you’re not conversing, you’re not using social media properly. • Sharing is everything. Share 110% of the time. • It’s not about you; it’s about your networks. • Listen, not just once but constantly. • Participate and be yourself.
- 95. 95 Review • An understanding of what social media is and is not • A basic idea of popular social media channels and tools • A map for selecting the correct social networks to support your strategy • How social media plays into your sales funnel • Best Practices • Resources
- 96. Questions? 96
Hinweis der Redaktion
- So, the textbook definition of social media is “websites and applications that enable users to create and share content or to participate in social networking.”
- In 2007, FriendFeed was launched, capturing some of the market that Facebook had dominated. We also saw the launch of Tumblr, which works as a visual blog. You can share anything across the web that you like.
- Converting the general public to brand advocates is just one of the major benefits of social media marketing. USA Benefits Group tells you over and over again that “referrals are the best kinds of leads.” This is the same idea only in a different arena.
- The people that become INTERESTED in your brand then become leads…
- Once you know what you want to accomplish, you can start deciding which networks you need to be on. It’s a good idea to claim your own profile on as many networks as you can, but you really only have to be active on a select few. That number is up to you and depends on the time you have to spend on the networks. Remember, even though they’re free, social networks and marketing in general do and should take a lot of your time. Social media isn’t a magic trick that will instantly change your business. You’re going to have to spend time each day producing content, connecting with others, and honing your skills. It’s important to make sure you don’t take on more than you can handle, so budget your time wisely. As you gain efficiencies over time you’ll be able to add more to the mix to improve your results. So, the short answer to this question is only the ones which are relevant to your business AND you have the time to manage.
- Make an effort to find good quality graphics to use on your sites. Again, social networks are becoming way more visual. This is an easy way to catch the attention of clients.
- Finally, here are some additional resources. Hootsuite is a great tool to use to keep track of all of your social networks at once. You can also post to all of your networks at the same time through Hootsuite. Social Mention is a great website to use to tell you if anyone is talking about a certain name or phrase. Klout is a great way to build your reputation and see the impact you’re having in the social media world. Social Media Examiner, Mashable, SproutSocial, MOZ, and Hubspot are all digital marketing resources. They have ton of how-to guides and information to help you take advantage of the digital world. And lastly, not many people have access to Photoshop. Canva and Pixlr are free online image editing websites to help you create eye-catching graphics.