The Power of Social Media Marketing. Steven R. Van Hook, PhD

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1 The Power of Social Media Marketing Steven R. Van Hook, PhD

2 Where are the users? More Statistics

3 In Millions

4

5 Networking Data Pew / 2012 Internet users under 50 are particularly likely to use a social networking site of any kind, and those are the most likely of any demographic cohort to do so (83%). Women are more likely than men to be on these sites. Those living in urban settings are also significantly more likely than rural internet users to use social networking. Pew Internet Report

6 Social Media Marketing Cases Safeway: 20,000+ employees Scarlett Belle: 2 employees, Channel Islands Harbor Scarlett Belle Weddings

7 Andrew Macarthy 500 Social Media Marketing Tips: Essential Advice, Hints and Strategy for Business: Facebook, Twitter, Pinterest, Google+, YouTube, Instagram, LinkedIn, and More!

8 Facebook Founded million members Personal pages Company pages Photos / Videos Location updates Like / Comment / Shares Friend and Family Timelines Facebook's mission is to give people the power to share and make the world more open and connected.

9 Facebook Pew / 2012 Facebook remains the most-used social networking platform, as two-thirds of online adults say that they are Facebook users. Women are more likely than men to be Facebook users, and Facebook use is especially common among younger adults. Pew Internet Report

10 Best Facebook Tips: Input all your business detail in the About section of your page (name, address, contact, and clickable URL) Link to your personal profile to soft-sell friends Promote your Facebook page on all your online and print materials Post and repost often & consistently Thank your followers, acknowledge posters Obtain a custom vanity URL with 25 likes (e.g., AboutPR on Facebook)

11 Google+ Facebookish with circles of friends, family, business, etc. Post profile, news, events, photos Form and join communities Tie-in with Google search, YouTube, Maps, Gmail, chat

12 Best Google+ Tips: Fill out the full profile, no blanks Use select keywords in your About Create circles (followers), join circles Use pictures, videos, attractive formatting Position yourself as a viable topic expert Use and #hashtags Turn off notifications default setting to avoid excessive mails Post quality over quantity, share top content

13 Twitter 140 character tweets Short updates Quotes Jokes Tips Retweets #hashtags Twitter.com

14 Twitter Pew / 2012 The percentage of internet users who are on Twitter has doubled since November 2010, currently standing at 16%. Those under 50, and especially those 18-29, are the most likely to use Twitter. Urban-dwellers are significantly more likely than both suburban and rural residents to be on Twitter. Pew Internet Report

15 Twitter: AboutPR Links to blog articles Retweets Links to FaceBook posts #hashtags

16 Best Twitter Tips: Pick your Twitter username carefully, preferably using your brand name ( Write a sparkling bio, and use a custom logo Put your Twitter address *everywhere* Leave extra characters for retweets (at least 20) Use #hashtags only 1 or 2 per tweet Thank your followers; follow others Shorten links with bit.ly to save characters

17 LinkedIn Experience Portfolio samples Groups Networks Companies Recommendations Endorsements Article posts Article: Why College Students Should be on LinkedIn

18 Best LinkedIn Tips: Create a company page Complete 100% of your profile and company pages Create a custom URL (through profile settings) Send invites, accept invites, expand network Start your own LinkedIn Group (e.g., homecare) Feature videos, fresh materials, useful content Have your employees and clients link to your company on their profiles

19 YouTube Create video channel Post promotional, educational, how-to videos Viewable across multiple operating systems and programs Comprehensive report data (views, likes, subscriptions) Google Ads

20 YouTube: Educational How-to videos Course materials Lectures Illustrations Demo clips GoogleAds

21 Best YouTube Tips: Choose a short but descriptive user name ( Complete your Channel tags Complete your video tags and keywords Aim for Google rankings (e.g., marketing principles using SEO tactics) Keep videos relevant and short (3-4 minutes max unless warranted) Write tempting descriptions and calls-to-action (e.g., lose 15 pounds in 2 months) Choose good thumbnails, allow embedding, use ads

22 Website Domains & Hosting Domain Names (.com,.net,.org,.us,.biz) Websites Hosting (storage, bandwidth, support) Website Building (interface, architecture, graphics, media) Web Tools ( , SSL data security, online stores, stopping carts, site manager, SEO)

23 GoDaddy Domains & Hosting

24

25 50-80% off regular price offer 50/50 split between Groupon and seller Problem converting discount customers to regular ones Payment issues

26

27 Pinterest Create themebased image collections ( Pins ) Business Events Hobbies 11-million visits per week Good for visual business, how-to s (e.g., fingernails)

28 Pinterest Pew / 2012 Pinterest, the online pinboard, has attracted 15% of internet users to its virtual scrapbooking. Whites, young people, the welleducated, those with higher income, and women are particularly likely to use the site. Pinterest is equally popular among those and (19%). Women are about five times as likely to be on the site as men, the largest difference in gender of any site featured in this report. Pew Internet Report

29 Best Pinterest Tips: Sign up as a business rather than an individual for special support Use your business name in your user name (pinterest.com/bizname) Add a Pinterest button to your website Taller images get more pins (skyscrapers) Use killer image tags and descriptions Post videos too (YouTube & Vimeo embeds) Tutorials and how-to s are popular

30 Instagram Pew / 2012 Thirteen percent of internet users are taking and sharing pictures with Instagram. Women are more likely than men to use the site, as are those under 50. African- Americans and Hispanics are more likely than whites to use Instagram, along with urban residents. Pew Internet Report

31 FourSquare.com What is Foursquare? Foursquare is a free app that helps you and your friends make the most of where you are. When you're out and about, use Foursquare to share and save the places you visit. And we'll give you personalized recommendations and deals based on where you, your friends, and people with your tastes have been. Foursquare by the numbers (last updated January, 2013) Community: Over 30 million people worldwide Over 3 billion check-ins, with millions more every day Businesses: Over a million using the Merchant Platform (more information at foursquare.com/business) Employees: Over 100 between headquarters in New York, an office in San Francisco, and a lovely outpost in London.

32 Tumblr Pew / 2012 Tumblr is significantly less popular among internet users than the other social networking sites featured in this report. Just 6% of those online use the site. It is much more popular, however, among the youngest cohort 13% of those are blogging on Tumblr. Pew Internet Report

33 Place keyworded ads Run keyworded ads Pay per click Get paid per click Get paid monthly

34

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