Integrating Social Media

Transcription

1 Integrating Social Media Into your Marketing Plan

2 Getting Started

3 Where Do I Start? Before you integrate social media into your marketing plan, determine need the following: Clear Objectives Increase sales Increase branding Increase traffic to my website Social Media Manager Your marketing manager should appoint a social media manager with proven ability Your graphic artist will need to work closely with your social media manager to give your channels a professional look Budget Social media accommodates all budgets, but don t forget to factor in expenses like your: social media manager management system upgrades to your website content writers and photographers paid campaigns

4 Why Use Social Media?

5 Social Media Is... Relatively cheap Set any budget Change according resources revenue Quantifiable Instantly measure real-time results with analytics to determine what works and how much to spend Flexible Change your message any time Interactive Interact with customers in real-time, getting valuable feedback on your products and services Fun People love using it!

6 Social Media Channels by the Numbers

7 Overview of Social Media Channels

8 Facebook

9 Facebook Features Wall apps like newsletter sign-up, contests Paid advertising through sponsored posts Facebook no longer shows your content to everyone who has liked your page -- instead, they only feed it to your most engaged fans, determined by their ranking system. If you want all of your followers to see the post, you now have to pay for it.

10 Facebook Features Vanity URL Post Targeting Pinned Posts Highlighted Posts Featured Likes Custom Tabs Events Post scheduler Offers Promoted Posts Milestone Questions Insights

11 Facebook Account Types Pages are for businesses and are entirely open to the public and search engines. Pages can also have applications and custom tabs to help engage with your audiences. You can have as many Pages as you want and there are no limits on the numbers of fans (likes) you can have. Profiles are for your personal use and represent you as a person. On your profile you have friends. You can have up to 5,000 friends and you re allowed to like up to 500 pages. You re only allowed to have one personal profile. You can control your visibility with the privacy settings. Groups are for people who share a common interest. Group members can participate in chats, upload photos to shared albums, collaborate on group docs and invite members who are friends to group events. In Groups, there are 3 Privacy Options: Open, Closed or Secret.

12 Google+

13 Google+ Improves visibility and ranking on Google searches On Google+, if someone has you in their circles, they see everything that you share. If someone adds you to their circles, they are giving you approval to send them . Best newsletter list EVER!

14 Twitter

15 Twitter Text-based, 140 characters or less Tag-oriented Status updates, news, announcements

16 Instagram

17 Instagram Image-based Tag-oriented Posts can be shared on FB, Twitter, , Flickr, Tumblr, Foursquare, and Mixi

18 Pinterest

19 Pinterest You don t have to create all the content that you pin on Pinterest. To help position yourself as an authority in your field, share from a carefully vetted combination of sources to ensure your boards contain the most accurate and useful information available. The most successful pins on Pinterest have some traits in common. They combine great images with content to solve a problem, inspire, offer something desirable or appeal to interest in a hobby or activity.

20 Mixi

21 Mixi Mixi is accessible only to Japanese citizens, or to those who have lived for a long time in the country, since a Japanese phone number is required to verify the account. Users have a limit of one thousand friends, unless the account is recognized as a celebrity or a relevant public personality. Mixi has been among the first social networks to integrate a feature called ashiato (which literally means footprint), allowing users to see who has visited their profile similar to the feature LinkedIn introduced a few years ago.

22 Ameba

23 Ameba Ameba is a popular Japanese micro-blogging and social networking website. Its main competitor is Mixi.

24 Social Media Demographics Facebook 67% of Internet users Women, adults ages Twitter 16% of Internet users Adults ages 18-29, African-Americans, urban residents

25 Social Media Demographics Pinterest 15% of Internet users Women, adults under 50, whites, some college education Instagram 13% of Internet users Adults ages 18-29, African-Americans, Latinos, women, urban residents

26 Why Use Social Media on Guam? Guam residents are using the web more than ever before. In March 2012, Guam had as many as 70,560 Facebook users that s 44% of the population. The total number of Facebook users in Guam grew by more than 26,840 from September 2011 to March As of March 2012, Japan has 7,685,340 Facebook users or 6% of the population.

27 Facebook Growth on Guam SOURCE: SocialBakers.com

28 Analyzing Facebook Users on Guam

29 Most Popular Facebook Pages on Guam

30 Social Media Users in Japan

31 Which Social Media Channels Should I Use? Analyze your market Who is your current customer? What is your target demographic? Language Age/Gender Interests Occupation Resident, visitor or military?

32 Account Management

33 Who Should Manage My Social Media Channels? The better question is, Who SHOULD NOT manage my social media? Your Cousin A frequent USER is no substitute for an experienced MANAGER

34 Who Should NOT Manage My Social Media Channels? Your Teenager Who likely has little or no understanding of brand management, engagement, customer service policies

35 Who Should NOT Manage My Social Media Channels? Your Intern Your SM manager should have deep understanding of your products/services, brand, customer service policies, and marketing goals

36 Social Media Management

37 Why Use a Dashboard? Manage multiple accounts in one place Schedule posts In-depth analytics Assign tasks to team members

38 SM Management Dashboards Top Management Systems HootSuite Buffer Social Sprout Choosing a Dashboard Compare available channels Features Prices

39 5 Steps to Successful Marketing Your business must attract traffic That means you need to create value-rich content on your website and other social media accounts. Then you must optimize your content, so search engines with SEO can find it. You must convert visiting traffic to prospects You ll do this with calls to action and other strategies that build a list of sales leads. You must convert your leads to sales Effective outreach strategies, like customized, well-timed s, can shorten your sales cycle, and prompt leads to contact you directly.

40 5 Steps to Successful Marketing You must turn customers into repeat customers How? By identifying the kinds of content and social media channels that work best for your business. Once that s done, you can offer content via any multiple channels your customers use. Finally, you must analyze and refine what you re doing If something s working, you ll probably want to repeat it. If not, you ll be able to revise and improve your social media marketing, so you achieve your desired ROI.

41 Thank you for attending! Have questions?