Social Media Marketing UCSB Extension
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1 Social Media Marketing UCSB Extension Instructor: Amber Wallace Class dates: October 10 th October 24 th Amber Wallace // // 1
2 Welcome! Introductions Class Overview Why Social Media Terminology Search Engine Marketing Goes Social Amber Wallace // // 2
3 Introductions Name Occupation: What do you do? What do you want to be doing? Social Media Experience? What do you want to get out of the class? If you had to be a website, which one would you be, and why? Amber Wallace // // amber@dowitcherdesigns.com 3
4 Class Overview Review Syllabus Facebook Discussions Amber Wallace // // 4
5 What IS Social Media Marketing? Amber Wallace // // 5
6 Definitions What is Social Media? Social Media & Networking media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques Based on: user participation and user-generated content Amber Wallace // // 6
7 Social Media Explained in 61 Words You can buy attention (advertising) You can beg for attention from the media (PR) You can bug people one at a time to get attention (sales) Or you can earn attention by creating something interesting and valuable and then publishing it online for free: a YouTube video, a blog, a research report, photos, a Twitter stream, an ebook, a Facebook page. media marketing explained in 61 words.html Amber Wallace // // amber@dowitcherdesigns.com 7
8 Social Media: Inbound Marketing Inbound vs. Outbound Marketing Inbound marketing People subscribe, sign-up, follow or friend you Build a network & audience online Amber Wallace // // amber@dowitcherdesigns.com 8
9 Social Media Marketing Outbound Telemarketing Print ads Direct mail TV or radio ads Inbound Blogging RSS Social Media LinkedIn Facebook Twitter Amber Wallace // // 9
10 Social Media Marketing Amber Wallace // // 10
11 Top 10 Most-Visited Sites Source: Amber Wallace // // 11
12 Fun Social Media Stats It s not just kids. The biggest growth of any age cohort from 2011 to 2012 was year-olds, in fact 55% of Americans now have a profile on a social networking site. Source: Amber Wallace // // amber@dowitcherdesigns.com 12
13 Fun Social Media Stats 23% of Facebook s users check their account 5 or more times DAILY. The mean number of daily look-ins by Facebook users is 4. Over 1 billion people (!) on Facebook Source: Edison Research Amber Wallace // // amber@dowitcherdesigns.com 13
14 Every Minute of the Day 100,000 tweets sent 684,478 pieces of content shared on Facebook 2 million search queries made on Google 48 hours of video uploaded to YouTube 47,000 apps downloaded from the App Store Amber Wallace // // amber@dowitcherdesigns.com 14
15 Every Minute of the Day 3,600 photos shared on Instagram 571 websites created $272,000 spent by consumers online Source: AllTwitter Amber Wallace // // 15
16 Social Media Marketing for Biz Social Media for Business Over 70% of businesses have employees who spend time on social media CMOs report being challenged by social media Amber Wallace // // 16
17 Social Media Marketing for Biz Amber Wallace // // 17
18 Social Media Marketing How do organizations use social networks? Amber Wallace // // 18
19 What Social Media Marketing Is NOT Amber Wallace // // 19
20 Stranger Marketing We trust strangers online almost as much as face to face recommendations We would much rather trust a stranger than a celebrity We trust a stranger over any paidfor communications or advertising Amber Wallace // // amber@dowitcherdesigns.com 20
21 Stranger Marketing We trust a stranger more in a regulated environment like reviews in a retail site such as Amazon or an auction site like ebay Blogs are a trusted form of opinion. Not everything online is trusted: s from companies are only marginally more trusted than celebrities Amber Wallace // // amber@dowitcherdesigns.com 21
22 Stranger Marketing Amber Wallace // // 22
23 Stranger Marketing Amber Wallace // // 23
24 Stranger Marketing Amber Wallace // // 24
25 Guerilla Marketing An unconventional system of promotions that relies on time, energy and imagination rather than a big marketing budget Amber Wallace // // amber@dowitcherdesigns.com 25
26 Guerilla Marketing Amber Wallace // // 26
27 Meaningful Marketing Communication Collaboration Entertainment Amber Wallace // // 27
28 Meaningful Marketing: Communication Blogs/Article Marketing Micro-blogging Social networking Social network aggregation Event sites Amber Wallace // // 28
29 Meaningful Marketing: Collaboration Wikis Social bookmarking Social news Opinion sites Photo sharing Video sharing Reviews/opinions Content Sites Amber Wallace // // 29
30 Meaningful Marketing: Collaboration Companies do not sell things people sell things! People like to connect to people. Source: Jim Benton Amber Wallace // // 30
31 Meaningful Marketings: Collaboration Amber Wallace // // 31
32 Meaningful Marketings: Entertainment Fast Easy Fun People love to laugh! Think of funny videos, memes Amber Wallace // // 32
33 Social Media Marketing Trends Content is Queen Witnessing a power shift from company to consumer Individuals wield power even over large brands Discuss case studies Brand control is in the power of your buyers they are online! Amber Wallace // // amber@dowitcherdesigns.com 33
34 Content is Queen Press Releases Comments Blog Posts Articles ebooks Whitepapers Video Podcasts Wikis Photos Amber Wallace // // 34
35 It s all about the people Social media is not just about linking information it s about linking people Amber Wallace // // amber@dowitcherdesigns.com 35
36 The People Connection Remember the human element Some organizations and brands are already more social by nature Socially conscious organizations Political organizations and individuals Who is the face behind the brand? Look at ways to be personable Humanize the brand Develop a social media strategy including a persona profile Amber Wallace // // amber@dowitcherdesigns.com 36
37 Content Marketing Overview Blogging Social Bookmarking / Tagging (del.icio.us) Social News Sites (digg, newsvine) Social Networking (LinkedIn, Facebook) Wikipedia Video Sharing (YouTube, vlogs) Podcasting Photo Sharing Amber Wallace // // amber@dowitcherdesigns.com 37
38 Blog Search Amber Wallace // // 38
39 Social Bookmarking Amber Wallace // // 39
40 Social Networking Amber Wallace // // 40
41 Podcasting Amber Wallace // // 41
42 Video Marketing Amber Wallace // // 42
43 Pinterest Amber Wallace // // 43
44 Search Engine Optimization Enter Search Plus Your World. Personal Results Profiles in Search People and Pages Amber Wallace // // 44
45 Google s Search + Your World Personal Results Source: Google Amber Wallace // // amber@dowitcherdesigns.com 45
46 Google s Search + Your World Personal Results Overview Enables you to find information just for you, such as Google+ photos and posts both your own and those shared specifically with you, that only you will be able to see on your results page Source: Google Amber Wallace // // amber@dowitcherdesigns.com 46
47 Google s Search + Your World Profiles in Search Source: Google Amber Wallace // // amber@dowitcherdesigns.com 47
48 Google s Search + Your World Profiles in Search Both in autocomplete and results, enables you to immediately find people you re close to or might be interested in following Source: Google Amber Wallace // // amber@dowitcherdesigns.com 48
49 Google s Search + Your World People and Pages Source: Google Amber Wallace // // amber@dowitcherdesigns.com 49
50 Google s Search + Your World People and Pages Helps you find people profiles and Google+ pages related to a specific topic or area of interest, and enable you to follow them with just a few clicks. Source: Google Amber Wallace // // amber@dowitcherdesigns.com 50
51 Google s Search + Your World Can toggle this new feature on/off Source: Google Amber Wallace // // amber@dowitcherdesigns.com 51
52 Google s Search + Your World What does it all mean? Search just got more social Google is positioning Google+ Results will continue to change Amber Wallace // // amber@dowitcherdesigns.com 52
53 Group Work! Break into groups of 4 5 What will you be marketing online? Brainstorm ideas If you know what you re marketing, what are your ideas? Is the content inherently social? How do you, at this stage, think you can market this product/service using social media? Amber Wallace // // amber@dowitcherdesigns.com 53
54 Assignments You made it through class 1! Next week s class discussion: What tools do you use to stay connected to your family and friends? Why? How can they be improved? Join FB group and look for reading and discussions. Amber Wallace // // amber@dowitcherdesigns.com 54
55 Instructor Contact Info Amber Wallace Dowitcher Designs Twitter: twitter.com/dowitcherdesign LinkedIn: linkedin.com/in/amberwallace Facebook: facebook.com/dowitcherdesigns Amber Wallace // // 55
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Social media importance in Businesses Social media networks were a novelty 5 years ago, but today their importance is no longer debated. Yes, businesses have definitely realized the power of social media
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83% of uk franchise professionals said they re using social media but could do better especially with monetising Franchise Intelligence, 2015 (*Franchise Intelligence webinar poll responses by franchise