5. Facebook Stats
• Almost 1.4 billion active users
• Average user is connected to 70 pages
• Smartphone mobile users check Facebook an
average of 14 times a day
• Over 1.9 billion users access Facebook from a
mobile device
Source: IDC; expandedramblings.com
6. • Average number of connections between local
business pages and users is 2 billion
• Average number of weekly local business page
views is 645 million
• Average number of weekly comments on local
business pages is 13 million
Facebook Stats
Source: IDC; expandedramblings.com
7. Facebook Benefits to Biz
• Low cost
• Engage with fans of your business page
• Fans receive your updates and can upload
comments, photos, and video
• When fans engage you on your page, their
activity shows up in the News Feeds of their
friends
– This can prompt others to check out your page and
your business!
18. Facebook Offers
• Affordable and great
for brand awareness
• Spent $3.70 and
drove over $200 in
business
• 102 offers claimed/5
redeemed
• Redemption rate on
this offer was low
• Ask your community
to share!
Source: Doe’s Eat Place
33. Is Facebook
Right for
You?
• 71% of Internet users are
on Facebook
• 77% of women use
Facebook vs 66% of men
• Age
• Ages 18-29 = 87%
• Ages 30-49 = 73%
• Ages 50-64 = 63%
• Ages 65+ = 56%*
• Race/Ethnicity
• White = 71%
• Black = 67%
• Hispanic = 73%
• Geography
• Urban = 71%
• Suburban = 72%
• Rural = 69%
Source: Pew Research Center
35. What Is Twitter?
• Free social networking and micro-blogging site
that allows users to send and read messages
known as “tweets”
• Tweets can have no more than 140 characters
& are delivered to the author’s subscribers,
known as “followers”
36. Twitter Stats
• 500 million users
• 60% of active users use their mobile phone to
tweet
• Average number of followers per Twitter user is
208
• Twitter engagement rates for brands are 17%
higher on Saturdays and Sundays
Source: Linchpin SEO; expandedramblings.com
37. Twitter Benefits for Biz
• Low cost
• Speed of feedback
• Potential reach of message
• Customer engagement/service
• Track what people are saying about your
business
• Create buzz around upcoming events
• Promote your business and other content you
create
41. Follow People
• Your customers
• Your business partners,
suppliers, contractors and
vendors
• Your competitors or peers
• Trade or professional
organizations for your industry
• Businesses in your
neighborhood
• Businesses run by people you
know (your professional
network)Source: http://socialmediaexaminer.com
42. Start Talking
• Types of Twitter Messages
Tweet = message you send out to everyone who
follows you
@Reply = message you send out as a reply to one
you received
Mention = message you send out that mentions
another Twitter username
Direct Message (DM) = message you send privately
to another Twitter user
Retweet (RT) = message created and sent by
someone else that you share with the people who
follow you
Source: http://socialmediaexaminer.com
46. Use #Hashtags
Use hashtags in your
marketing to help
people find your
business and the
conversations around it.
#
Source: http://socialmediaexaminer.com
57. Is Twitter
Right for
You?
Source: Pew Research Center;
mediabistro.com
• 23% of Internet users
are on Twitter
• 21% of women use
Twitter vs 24% of men
• Age
• Ages 18-29 = 37%
• Ages 30-49 = 25%
• Ages 50-64 = 12%
• Ages 65+ = 10%*
• Race/Ethnicity
• White = 21%*
• Black = 27%
• Hispanic = 25%
• Geography
• Urban = 25%*
• Suburban = 23%
• Rural = 17%
59. • 80% of Pinterest users are women
• Users spend an average of 14.2 minutes per visit on the site
• Average sales order value for visitors referred by Pinterest is
$58.95
• 27% of Pinterest users follow a brand
Source: http://socialfresh.com
Photo: vbecker on Flickr
67. Is Pinterest
Right for
You?
Source: Pew Research Center;
mediabistro.com
• 28% of Internet users are
on Pinterest
• 42% of women use
Pinterest vs 13% of men
• Age
• Ages 18-29 = 34%
• Ages 30-49 = 28%
• Ages 50-64 = 27%*
• Ages 65+ = 17%*
• Race/Ethnicity
• White = 32%*
• Black = 12%
• Hispanic = 21%
• Geography
• Urban = 25%
• Suburban = 29%*
• Rural = 30%*
69. More than 70 million
photos are uploaded
every day
Over 30+ billion
photos shared
300 million monthly
active users
2.5 billion likes daily
1000 comments per
second
Engagement is 15x
that of Facebook
Source: Instagram Press; Social Fresh
Photo: WindKoh on Flickr
75. Is Instagram
Right for
You?
Source: Pew Research Center;
mediabistro.com
• 26% of Internet users are
on Instagram
• 29% of women use
Instagram vs 22% of men
• Age
• Ages 18-29 = 53%*
• Ages 30-49 = 25%*
• Ages 50-64 = 11%*
• Ages 65+ = 6%*
• Race/Ethnicity
• White = 21%*
• Black = 38%
• Hispanic = 34%*
• Geography
• Urban = 28%
• Suburban = 26%*
• Rural = 19%*
78. First, Some Questions
1. Can you describe your business/organization?
2. What are your goals?
a. Generate sales
b. Brand enthusiasm
c. Loyalty
3. What is your relationship with your audience?
a. Awareness
b. Interest
c. Action
d. Advocacy
Source: Jay Baer
(http://convinceandconvert.com)
79. More Questions
4. How does your audience use social media?
5. Who will be your community managers?
6. What social media platforms will you use?
(Hint: Where is your audience?)
7. How will you be human (what is your
“voice”)?
8. How will you know when/if you’re
successful?
Source: Jay Baer
(http://convinceandconvert.com)
81. • Check Facebook 3 times per day – no more
than 5 minutes each time
• Check Twitter 3 times per day – 2-3 minutes
each time
• Pin and post on Pinterest and Instagram 1
time per day – 2-3 minutes each
• Source content (Google Alerts, etc.) – 10
minutes per day
The restaurant doesn't typically do a brisk lunch business. Note that the paid reach was only 526. The majority of the views came from viral views - aka shares. Over 7k total views. Also note that it was only shared 11 times, so asking for the share is important. There were also 10 new likes on the page during the offer. I attribute this to the offer and shares.
Handout:
Ways to Use Twitter
Handout:
Ways to Use Twitter
Location. Tell people where they can find you.
Website. You can share a web address with your community. You can give them your website or blog, but consider using a special Twitter landing page. This is a great way to provide additional information of interest to Twitter users looking into your business.
Bio. You only get 160 characters to tell people who you are and what you do. Skip the mission statement and talk about the benefits you deliver. And add in a little personality to bring your profile to life.
Customers
Potential customers
Neighborhood or community businesses
Trade or professional organizations
People who inspire you
People you talk with the most
A list allows you to see the tweets from the list members as a separate Twitter timeline. This distinguishes them from the crowd so you can pay attention to what these people say. You can also make your lists public or private.
Search by city name or zip code to find other people, businesses, or organizations in your area.
Business.pinterest.com
You need to be able to describe the value proposition of your event in one sentence. Like a mission statement, but not too mission statement-y. What’s the one thing that makes you unique? With Zappos’s it’s not the shoes, it’s their customer service.
2. a. Generate sales – using social media to create first-time customers and drive repeat business
2. b. Brand enthusiasm – turning customers into fans
2. c. Loyalty – building long-lasting relationships
Some of your audience has never heard about you. Others are raving fans. Who are you trying to reach? This matters because your messages to these diverse groups will be very different.
a. awareness – they may have heard something about you
b. interest – heard about you, visited your website, no purchases
c. action – they’ve made a single purchase
d. advocacy – fans of the brand, told friends, frequent/repeat purchases
Knowing how your audience behaves within social media is critical. This will help you select the social media channels you use, and the types of promotions you run. Are they creators, joiners, critics, or merely spectators?
Who from your organization will be the one “talking” in social media? One person, a team? Figure it out in advance and get buy in from those who will be doing it.
Which social media tools/channels (Facebook, Twitter, YouTube, etc.) are the best ones for your organization AND your audience?
People love social media. Why? Because they can develop relationships with a brand. Those brands that sound like real people, anyway. You have to put a “face” on your brand. What’s your voice? Fun, urban, folksy?
Whatever you choose to measure, make sure it ties back to your goals and objectives. Before you start, establish some baseline metrics so that you have some things to compare. We’ll talk some more about measurement in just a minute.
Sit in a room with your team and some flip charts. Go through each of these questions until you have answers for them. This will become your strategy. Once it’s finessed, share it with your organization, your board, etc.