How To Market Social Media Marketing

Transcription

1 Professional Diploma in Digital Marketing Module 6: Social Media Marketing (Part 1) Version 5.0 Lecturer: Holly Fawcett Holly Fawcett Digital Marketing Manager for Social Talent Working in Digital Marketing since 2011 Training and consulting with Recruiters and Human Resource professionals in the realm of digital marketing and social media at Social Talent My areas of expertise include Social Media channels and content marketing for the B2B industry 1

2 Social Media Marketing AGENDA Introduction Facebook Twitter LinkedIn Google+ Video Sharing Blogging Social Media Stats Over 2 billion registered users 1.4 billion monthly active users 745 million daily active users 1.19 billion mobile monthly active users WhatsApp: acquired by Facebook in 2014, now has over 700 million users Instagram: acquired by Facebook in 2013, now has over 300 million users 2

3 Social Media Stats Over 500 million registered users 288 million monthly active users 500 million Tweets sent per day 230 million mobile monthly active users 80% of Twitter active users are on mobile Vine: created by Twitter in 2013, capture 6 second videos Periscope: acquired by Twitter in 2015, broadcast live events Social Media Stats 347+ million registered users, largest Professional Network College students & graduates fastest growing demographic 2 people per second join LinkedIn Slideshare: acquired by LinkedIn in 2014, upload and share slide decks 3

4 Social Media Stats 1 billion registered users 540 million monthly active users Google+ combines all Google products together (YouTube, Gmail, Blogger, Maps, Android, Google My Business) Definition: Social Media Websites and Applications that enable users to create and share content, or to participate in social networking online Source: Oxford English Dictionary 4

5 Definition: Social Media Marketing A form of Internet Marketing utilizing Social Networking sites as a marketing tool, gaining traffic, brand exposure and interaction with customers through social media Source: Digital Marketing Institute Social Media Marketing Process Effective Social Media Marketing is an Iterative process 1. Goals Business Customer Product Marketing 2. Channels Facebook LinkedIn Twitter Google+ YouTube 4. Analyze Measure Analyze Optimize Copyright Digital Marketing Institute Implement Listening Properties Publishing Events Groups Jobs Advertising 5

6 Earned, Owned or Paid Media? Earned Media: Free publicity generated by fans and customers, who speak about and share content related to your brand/product/service, either in response to content you ve shared or via voluntary mentions Owned Media: Communication Channel or Platform that belongs to your brand, which you create and have control over Paid Media: Any media activity that is paid for to drive traffic to owned media properties you pay to boost your exposure through the channel Cost of Engagement Time: Communicating with customers on social media requires dedicated staff, time and resources customer care, sales inquiries, inbound web traffic Resources: Engaging with customers requires appropriate resources content copy, multimedia assets, strategy, training Effort: A successful strategy requires implementation of regular and meaningful content Advertising: To reach existing and external audiences, advertising or paid promotion of your content will often be required 6

7 Forms of Social Media Research, recognize and utilize the social media platforms in your region Social Media Social Network Blog Microblog Forum Social Media Bookmarking Wiki Consumer Review Site Podcast Online Video Photo Archive Example Facebook WordPress, Blogger Twitter, Tumblr Gaia Online, Mac Rumors Delicious, Digg Wikipedia TripAdvisor NPR, This American Life YouTube, Vimeo Flickr, Instagram, Pinterest Stakeholders There is a symbiotic economic relationship between the 3 stakeholder groups: USERS ADVERTISERS SOCIAL PLATFORMS 7

8 Stakeholders: Trade off For each stakeholder there is a significant trade off for a specific benefit USERS (Privacy/ Access to Platform) ADVERTISERS (Cost/ Access to Users) SOCIAL PLATFORMS (Free Access/ Revenue) Evolution of online interaction The evolution of the web places the user center stage and increasingly in control Broadcast Transact Interact Converse Website Amazon EBay Social Media Copyright Digital Marketing Institute

9 Social Media Fit Fit Is Social Media Marketing appropriate for your organization? Usage & Adoption: Are your customers using social media? Culture: How is social media viewed in your region? Preferences: How is social media used by your target market? Risks: Are there risks to your brand on social media? Integration: How will you integrate social media with your existing marketing activities? Skills: Do you have the skillset required to conduct social media marketing? 9

10 Implications for business Move from traditional broadcast to an interactive mode of communication Move from traditional business communication which is monitored, controlled and carefully managed Need for interactivity in strategy, planning, implementation, resources and budget Social media blurs the line between personal and public Significant implications for business s reputation, credibility, transparency, accountability Implications for Users Less privacy: blurs lines between Public and Private Trade off between privacy and permitting advertising Reputation in the future Impact on relationships 10

11 Implications for Campaign Planning Structure: Starts small and improves over time (iterative process) Budget: Start small and invest based on success Calendar: Organic with no end point Personnel: Skills required Marketing Objectives Social Media delivers results from top to bottom of the marketing funnel Awareness Reach & Targeting Consideration Frequency & Relevance Transaction Call to action (online & offline) Loyalty Rewards 11

12 Social media is mobile 14x per day checking Facebook alone Social Media Marketing Process Effective Social Media Marketing is an Iterative process 1. Goals Business Customer Product Marketing Communication 2. Channels Facebook LinkedIn Twitter Google+ YouTube 4. Analyze Measure Analyze Optimize Copyright Digital Marketing Institute Implement Listening Pages Publishing Events Groups Jobs Advertising 12

13 Goals What do you want to achieve with Social Media Marketing? Business Goals: lead generation, sales, cost reduction Customer Service Goals: satisfaction, referrals, repeat business Product Goals: product research, design, enhancement Communication Goals: communicating brand personality, reputation management, crisis management Marketing Goals: branding, awareness, engagement, response, lead generation. Goals It is over to you List three goals you would like to achieve 13

14 Social Media Marketing Process Effective Social Media Marketing is an Iterative process 1. Goals Business Customer Product Marketing 2. Channels Facebook LinkedIn Twitter Google+ YouTube 4. Analyze Measure Analyze Optimize Copyright Digital Marketing Institute Implement Listening Pages Publishing Events Groups Jobs Advertising Social Media Marketing AGENDA Introduction Facebook Twitter LinkedIn Google+ Video Sharing Blogging 14

15 Definition: Facebook Facebook's mission is to give people the power to share and make the world more open and connected Facebook About Facebook Facebook has more than 1.4 billion active users Time spent on Facebook per day per person: 21 mins Average user has 338 Facebook friends year olds average 649 Facebook friends Over 3 billion video views per day, overtaking YouTube Users upload 1.8 Billion photos per day 15

16 Facebook: Common Features Apps: Add a range of applications to your social media profile Facebook: Common Features Personal v Business Presence Max 5000 connections 2-way interaction to connect Not optimized for SEO Private Unlimited Likes 1-click to connect SEO optimized Analytics included Public 16

17 Facebook: Common Features Facebook Newsfeed Each Facebook user sees an updated Feed of their friends and businesses they like status updates, photos, videos, special offers, events etc. Facebook s newsfeed algorithm: EdgeRank Facebook try to curate the best and most relevant content for each user out of the myriad of potential content available Not all users will see your updates. In fact, roughly just 16% of your Fans will regularly see your updates, based on Edgerank s algorithm Facebook: Common Features Business Page: Create a page on Facebook for your business 17

18 Facebook: Common Features Business Page: Create a page on Facebook for your business Vanity URL: Cover Photo Profile Photo Business Information Facebook: Common Features Signup Step 1: Add details about your business 18

19 Facebook: Common Features Signup Step 2: Add a profile picture Facebook: Common Features Signup Step 3: Add to Favorites to easily access your page at any time 19

20 Facebook: Common Features Signup Step 4: Preferred Page Audience Facebook: Common Features Signup Step 5: Administer your Facebook company page 20

21 Facebook: Common Features Administration Roles Explained Manage Page roles and settings Edit the Page and Add Apps Create and delete posts as the Page Send messages as the Page Respond to and delete comments and posts to the Page Remove and ban people from the Page Admin Editor Moderator Advertiser Analyst Create ads View insights See who posted as the Page Facebook: Common Features Insights: View overview information about your business page 21

22 Facebook: Common Features Insights: View likes information about your company page Facebook: Common Features Insights: View Reach information about your company page 22

23 Facebook: Common Features Insights: View Post information about your company page Facebook: Common Features Insights: View Post information about your company page 23

24 Facebook: Common Features Insights: View Post information about your company page Facebook: Common Features Insights: View information about the people who like your company page 24

25 Facebook: Common Features Insights: Look at the competition s activity Facebook: Common Features Social Plugins Like button Send button Share button Embedded Posts Embedded Video Player Page Plugin Comments Plugin Follow Button 25

26 Start posting high quality content Facebook: Page Publishing Best Practices KISS Keep it short and sweet Conversational human, two-way Emotive imagery Test different formats Quality over quantity It s all about your customers Keep the tone positive 26

27 Facebook: Vary the Page Posts Jab Jab Hook Facebook: Posting to drive engagement Interact with your community Sync your publishing with your content marketing strategy. 27

28 Facebook: Video Autoplay Video and its benefits Natively-uploaded videos on Facebook will play automatically in a fan or friend s newsfeed Potential for videos to be seen by a huge audience Number counter of the video views appears at the bottom Since its introduction, Facebook video has overtaken YouTube as the primary platform for consuming Video content Facebook: Posting to drive revenue Support your business goals Drive online sales B2B Lead Generation Drive in-store traffic Grow app installs 28

29 Facebook: Offers and Events Drive revenue or hype for your Brand Create an offer for customers and non-customers, highly target your audience and set the number of offers your customers can purchase Paid feature that can drive awareness of offers at your company Facebook: Offers and Events Drive revenue or hype for your Brand 29

30 Facebook: Offers and Events Drive revenue or hype for your Brand Create awareness around an event at your organization, invite your page Fans and drive interest amongst their friends Local events are listed in Facebook s Events section Ample branding opportunities to customize your event listing Facebook: B2B Publishing Social Media for B2B marketers Clarify your target audience & what they value Educational content (top tips, 5 steps ) Industry-relevant updates Evangelize & educate Customer success stories Integrate with content marketing Solicit input on new products/events Short videos Infographics 30

31 Facebook: Drive Page Likes Before spending money Promote Facebook URL in print marketing materials, receipts, business cards etc. Include your Facebook URL in your physical presence, e.g. bags, in-store signage etc. Invite your friends and family to like your Page Add a Like button or Page Badge to your website Facebook Newsfeed Importance of producing Great Status Updates It is essential that fans like your content Negative feedback (hide posts, unlike page) can be given by fans Important to optimize your posts to your fans use Page Insights and fan feedback Option to pay to Boost Post to reach more of your Fan Base Option to Sponsor Post to reach a non-fan audience 31

32 Facebook: Contests Dos & Don ts of running competitions Grow Likes & awareness for a new product, service or location opening Make the prize relevant to the business & compelling Rule of thumb: like & comment is allowed Share is against policy Copy & Imagery eye-catching & punchy Facebook: Contests Third Party Apps for Running Competitions 32

33 Facebook: Contests Constructing your Contest Post Get your assets ready: great prize that your consumers want, an eye-catching image and great copy Include a clear call to action Give the link to enter your contest within your post Give a deadline for your contest to give away your prize Promote your contest daily until your deadline consider boosting your post to increase your reach Facebook Search 33

34 Facebook Search Facebook Search Natural-language search within Facebook Example search: People from XXXXX and who like XXXXXX Public posts from those users will be presented, ordered by mutual friends first Only available in US English 34

35 Social Media Marketing AGENDA Introduction Facebook Twitter LinkedIn Google+ Video Sharing Blogging Definition: Twitter Twitter is a social network and microblogging site that allows users to post text-based messages (tweets) of up to 140 characters. Source: Digital Marketing Institute 35

36 Twitter About Twitter 288 million active users worldwide 170 minutes per month spent on Twitter Average number of followers per user is million tweets per day 63% of users access Twitter via mobile Most retweeted message ever: Ellen s Oscar Selfie Mar 2014 (2M+ RTs) Twitter Starting Your Twitter Account Starting out with Twitter? Your username is limited to 15 characters Your Bio is limited to 160 characters Tweets are limited to 140 characters Individuals, brands, organizations and public figures use Twitter as a public communication platform to share updates Tweets are public, by default, and are indexed by Google in real time Unless a user privatizes their account, tweets are visible to anyone. Fellow Twitter users can subscribe to real-time updates by Following your account 36

37 Twitter: Common Features Twitter: Common Features 37

38 Twitter: Common Features Twitter Buttons 38

39 Twitter Buttons Add buttons to your website to help your visitors share content and connect with you on Twitter Twitter: Common Features Link Shortening Twitter abbreviates a long URL to cater for the minimum 140 character requirement within the tweet panel. Alternatively you can use one of a range of URL shortening services such as Bit.ly or goo.gl 39

40 Twitter Username A relevant, Be relevant Keep it short Don t use numbers Register early Be unique Easy to remember On brand Private vs. Public Profile What going private means Request to follow Tweets are protected Other users will be unable to Retweet you protected Anything you tweeted while your account was public will now become private Permanent links to tweets shared only with approved followers 40

41 Twitter Customizations Both businesses and individuals can benefit from customizing their Twitter profile to represent their own personal brand If your business is trying to cultivate a professional image, your Twitter profile should reflect that Twitter Cover Photos are a great way to personalize your Twitter page. High-resolution landscape photos, or custom-made images of 1500x500 pixels, work best Profile Visibility & Promotion Promote your profile At events Newsletter Television & Radio Social Ads signatures Cross-social platform promotion Offline conversation Webinars/ talks/ slides Business cards Posters/swag 41

42 Fun & Creative Twitter: KLM Social Customer Service 42

43 Twitter Lists Twitter Lists are a pool of Twitter accounts which you may or may not follow, in one stream A Twitter List enables you to segment your audience by organizing your followers and people you follow into different lists Useful to compile Tweets from specific industry thoughtleaders Excellent to compile a list of speakers at an event etc. Other Twitter users can follow your list, if you make it public Twitter Lists 43

44 Twitter Advanced Search twitter.com/search-advanced Twitter Multimedia Add a location to your Tweets using GeoLocation Add images or a video to your Tweets Record Video within Twitter Like Vine or Snapchat, press and hold to record. You can then edit and share your videos 44

45 Social Media Marketing AGENDA Introduction Facebook Twitter LinkedIn Google+ Video Sharing Blogging Introduction to LinkedIn A business-focused social networking service, aimed at enabling members to develop professional connections LinkedIn Mission Statement: The mission of LinkedIn is to connect the world s professionals to enable them to be more productive and successful 45

46 LinkedIn About LinkedIn 347+ million active LinkedIn users 2 new members join LinkedIn every second 184+ million monthly unique visitors Geographical reach of more than 200 countries and territories More than 3 million companies have LinkedIn Company Pages Average user spends 17 minutes a month on LinkedIn 94% of recruiters use LinkedIn to vet candidates LinkedIn Creating your Profile LinkedIn will bring you through each section of your professional profile your work history, education, courses/certifications and projects. Your LinkedIn profile summary is what most people will read max. 2,000 characters. Represent your skills, what you do, but write it using SMART sentences (no fluffy language!). Include Skills in your profile, and your connections will be asked to endorse you for those skill keywords. Remember: your personal profile will add further credibility and weight to your company presence on LinkedIn. Build your network: connect your contacts, connect with alumni, colleagues, friends and family. 46

47 LinkedIn: Create Profile Signup: Follow influencers LinkedIn: Create Profile Privacy: Access the privacy controls from Account Settings 47

48 LinkedIn: Create Profile Privacy: Select who can see your connections LinkedIn: Common Features Add Rich Links: Add Images, Presentations and even video to your profile 48

49 LinkedIn: Common Features Write Blogs: Write long-form blog posts on LinkedIn, autopromoted to your network and potential for viral reach LinkedIn: Vanity URL Customize your LinkedIn URL 49

50 LinkedIn: Introductions LinkedIn: Endorsements Endorsements: Endorse the skills of connections you value 50

51 LinkedIn: Recommendations Recommendations: Create recommendations for connections LinkedIn: InMail Messaging Non-Connections through Paid Message other LinkedIn Members who you are not directly connected to, using a Paid product, InMail Use this for business and marketing opportunities, and networking Purchase InMails in bundles, or available as part of a Premium LinkedIn account If your InMail is responded to by your recipient, you will receive your InMail credit back to use again* *This is a reversal of the previous proposition with LinkedIn InMail. InMail used to be Response guaranteed by refunding your InMail credit if your message is not responded to within a week. However, LinkedIn wish to reward good messaging strategies, and so will refund respondedto messages. 51

52 LinkedIn: Groups LinkedIn: Groups Groups: You can search for groups using keywords to describe your industry or interest segment LinkedIn will present the top groups in your industry and suggest groups you should join based on your network and profile 52

53 LinkedIn: Groups Discussions: The groups feature allows you to maintain an active discussion with peers and colleagues LinkedIn: Social Plugins Social Plugins: Add a LinkedIn social plugin to your website 53

54 LinkedIn: Common Features Personal Profile versus Company Page Your LinkedIn Profile represents you as a Professional. LinkedIn enables you to network online with other professionals. Remember, each business is made up of People. Showcasing your professional self, and those of your team, will add credibility to your company. Company Pages act similar to Facebook Brand Pages. Fans can Follow your company page. Companies can post updates to their followers or a targeted segment of those followers; this is key to managing an active community of business followers. LinkedIn: Common Features Company Page: Add your company 54

55 LinkedIn: Common Features Company Page: Add your company profile information LinkedIn: Common Features Company Page: Add your company profile information 55

56 LinkedIn: Common Features Company Page: Add your company logo and branding Standard Logo Image LinkedIn: Common Features 56

57 LinkedIn: Common Features LinkedIn: Common Features Company Page: Best LinkedIn pages in

58 LinkedIn Targeted Updates LinkedIn Career Pages 58

59 LinkedIn Career Pages LinkedIn Career Pages If your business is hiring, it can be beneficial to utilize a Careers Page to showcase your employer brand, and list your open jobs Career Pages are a Paid Product for LinkedIn, but come as standard with LinkedIn Recruiter accounts You can add videos, images, employee testimonials, employer information Social Proof: candidates can see who they know inside your company dynamically generated for each person based on their personal networks 59

60 LinkedIn Showcase Pages LinkedIn Showcase Pages Showcase Pages are sub-sections of your Company Page They are designed to enable your business to grow a community around specific products, services or sections of your business You can post updates to your followers, or a targeted segment of your followers You can feature Groups you are a Manager of in your Showcase Page 60

61 LinkedIn Showcase Pages Social Media Marketing AGENDA Introduction Facebook Twitter LinkedIn Google+ Video Sharing Blogging 61

62 Definition: Google+ Google+ is a place to connect with friends and family, and explore all of your interests. Share photos, send messages and stay in touch with the people and topics you care about. Source: Google Google+: Common Features Signup: Privacy Settings 62

63 Google+: Circles Circles: Circles are groups of people with whom you share or follow. E.g. Family, Friends, Colleagues, News, Acquaintances etc. Google+: Circles Circles: Edit and share your circles 63

64 Google+: Common Features Status Update: Updating your stream (Public posts will appear in Google searches) Status & Link Content Post to Circles Google+: Common Features Hangouts: Ad hoc live video conference 64

65 Google+: Common Features Hangouts on Air: Host and broadcast through Google+ and YouTube Google+: Common Features Business Page: Create a page on Google+ for your business 65

66 Google+: Social Plugins Google+ Insights Detailed overview of how your Google+ Business Page is performing 66

67 Google+: Analytics Social Reports: See Social Reports in Google Analytics Google+: Cadburys Google+ Communities: Use to connect with their community 67

68 Google+: Cadburys Google+ Hangouts: Google+: BT 68

69 Social Media Marketing AGENDA Introduction Facebook Twitter LinkedIn Google+ Video Sharing Blogging Definition: YouTube YouTube is a video sharing platform and social network Source: Digital Marketing Institute 69

70 YouTube About YouTube 300 hours of video are uploaded every minute The number of hours people are watching on YouTube each month is up 50% year over year Over 800 million unique users visit YouTube each month More video is uploaded to YouTube in one month than the 3 major US television networks created in 60 years YouTube is localized in 75 countries and across 61 languages YouTube: How does your channel look? 70

71 YouTube: Common Features Search, Listen and Interact: See what people are saying about your brand, your competition and the industry in general. YouTube: Common Features Search, Listen and Interact: Encourage users to subscribe 71

72 Creating Content In front of the camera Screen recording Webinars LIVE video Creating Content 72

73 Sharing Content Digital Video Takeaways Promote your business channel to your customers by embedding videos across your web properties Subscribe to relevant YouTube channels Post regular video updates that are relevant and interesting to your customers Product demonstrations, helpful hints and tips sharing is caring! Think like a blog (vlog) what you would write, demonstrate using Video Earned media: who is vlogging about your products or services? 73

74 Social Media Marketing AGENDA Introduction Facebook Twitter LinkedIn Google+ Video Sharing Blogging Blogging Why Blog? Strong SEO benefits Gives your business credibility and a voice in the market Blog brings people back to your website, even if your primary offering is not changing Blogging is key if you re considering robust content marketing strategy Content/ Inbound Marketing can be a valuable way for service businesses or B2B to create conversation, engagement & leads. 74

75 Blogging Best Practices Posts should be anywhere from words but this is dependent on topic and audience. Each blog post should include at least 1-2 images. At end of each post, include an open question to encourage engagement. Posts need to be punchy, easy to consume content lists, bullets, top 5 or 10 things Tone of voice must be conversational, no jargon, limited industry knowledge required. Community/Business Blogs 75

76 Comment on other Blog posts and why not try Guest Blogging? How to get your Blog noticed YOUR BLOG 76

77 Success = Great Content + Sharing YOUR BLOG WordPress Plugins All in One SEO Pack Best SEO tool on the market Yoast SEO Plugin Disqus For secure comments and sharing content Akismet for security and spam 77

78 tumblr 10 Blogging Takeaways Add Share Buttons Post Blogs to 3 rd Party Sites Add your Blog RSS Feed to Twitter, Facebook and LinkedIn Consider Guest Blogging and comment on other blogs. Tag your posts Add Links Use Bookmarking sites Be Consistent Write Good Titles 78

79 We always welcome feedback, ideas, case studies and examples from your personal experience. Do share! Send to: Professional Diploma in Digital Marketing Module 6: Social Media Marketing (Part 1) Version 5.0 Lecturer: Holly Fawcett 79