Creating a Social Media Marketing Plan

Creating a Social Media PlanFind out if Social Media is right for your organization

Who is Colleen Wright?

• Digital Marketing Instructor for Five Years through Search Engine Academy Northwest

• Online Marketer Since 1997

• Graduate of Portland State University

– Marketing

– Advertising Management

• Digital Marketing Consultant that has increased revenue for many businesses small and large over the years

• Business Advisor for the Small Business Development Center at PCC

What’s on the Agenda Tonight…1.What is Social Media Marketing?

2.Why should businesses engage in Social Media?

3.Types of Social Media Sites

4.Creating a Social Media Plan

5.What to share on Social Media

6.Tips to help you with Social Media

7.Social Media Optimization

8.A Quick review of:

a. Linked In

b. Facebook

c. Twitter

What is Social Media Marketing?

What Is Social Media Marketing?

From Wikipedia:

Social media marketing refers to the process of

gaining website traffic or attention through

social media sites.[1][2]

From Wikipedia:

Social media marketing programs

usually center on efforts to create

content that attracts attention and

encourages readers to share it with

their social networks.

From Wikipedia:

A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.

Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.

From Wikipedia:

Social media has become a platform that is easily accessible to anyone with internet access.

Increased communication for organizations fosters brand awareness and often, improved customer service.

Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.

Why Do Social Media Marketing?

•Elevate your business as an industry expert

•Generate traffic

•Create conversations

Stats on Social Media Marketing

Every MINUTE of every day:

•100,000 tweets are sent

•684,478 pieces of content are shared on Facebook

•2 million search queries are made on Google

•48 hours of video are uploaded to YouTube

•47,000 apps are downloaded from the App Store

•3,600 photos are shared on Instagram

•571 websites are created

•$272,000 is spent by consumers online (source: AllTwitter, http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/)

Stats on Facebook

• One billion monthly active users as of October 2012.

• Approximately 81% of our monthly active users are outside the U.S. and Canada.

• 552 million daily active users on average in June 2012.

• 600 million monthly active users who used Facebook mobile products in September 2012.

http://newsroom.fb.com/content/default.aspx?NewsAreaId=22

Twitter turned 6 in March 2012 and has: • 140 million active users

• 340 million tweets each day (up from 50mm in 2010)

• 6.9 million active mobile users

Source: http://www.globalpost.com/dispatch/news/regions/americas/united-states/120930/instagram-twitter-mobile-usershttp://business.twitter.com/en/basics/what-is-twitter/

Stats on Twitter

Stats on LinkedInABOUT

LINKEDINMEMBERS WORLDWIDE

164 MILLION*

http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012

Stats on LinkedIn

MEMBERS DISTRIBUTION BY AREA

Source: LinkedIn Ad PlatformData comes from the LinkedIn Estimated Target Audience

Estimated Target Audience is an approximation of total member registrations.

Compiled: January 2012

Compiled by:Amodiovalerio Verde

Stats on Pinterest

http://infographicjournal.com/pinterestingly-enough/

Stats on Pinterest

http://infographicjournal.com/pinterestingly-enough/

• Over 800 million unique users visit each month

• Over 4 billion hours of video are watched each month on YouTube

• In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth

• Traffic from mobile devices tripled in 2011

Stats on YouTube

http://www.youtube.com/t/press_statistics

• More than 20% of global YouTube views come from mobile devices

• 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute

• 100 million people take a social action on YouTube (likes, shares, comments, etc) every week

Stats on YouTube

http://www.youtube.com/t/press_statistics

Why Engage in Social Media?

Social media enables you to:• Share your expertise and

knowledge

http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm

• Tap into the wisdom of your consumers

• Enables customers to help customers

• Engages prospects through customer evangelism

Why You Should NOT Do Social Media• Generate sales

• Generate a list of prospects

• Generate phone calls or contact inquiries

• Measure ROI– David Meerman Scott’s “rant” on ROI:

http://www.ribeeziemedia.com/wp-content/uploads/2010/01/DMScott_Interview4.mp3

• You want to create a “viral” campaign– It probably won’t work

Types of Social Media Sites

Social “bookmarking” sites such as:

These sites have their own communities and governments” and basically run themselves.

Identity-based sites are based on who you are and the type of business you’re in and are based on connecting with networks of friends, associates and contacts you know.

Your own personal Blog is an identity-based social media site if you open up comments.

Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups – think about how long newsgroups have been around)

Micro-Blogging sites, such as:

5. Pinning Sites, such as:

6. Video Sites, such as:

Creating a Social Media Marketing Plan

Creating a Social Media Plan

If you enter into social media marketing without a plan,

You Will Fail.

Period.

http://outspokenmedia.com/social-media/social-media-planning/

Understand your audience:

1. Who is your target market?2. What does your target market need?

(Describe their needs NOT what you offer)3. What are your customer’s pain points?

(List all of your customer’s pain points)4. What emotions are evoked by their big pain?5. What do you do? (How do you solve your customer’s

problems?)6. Who are your competitors?7. What differentiates your company from the competition?

Once you have researched your audience and the competition, the next step is to:

Create your online brand!

Secure your online brand!

Secure your online brand http://knowem.com/

Determine how you will measure your success

Blog comments ?

Conversions ?

Links ?

Twitter talk ?

Better brand recognition ?

Understand your customers;hang out where they hang out.

Are they on:

Why follow your customers?

You want to know what your customers want and place yourself ahead of the competition

Rules RegardingSocial Media Marketing

1. Must be 100% free: No strings attached

2. Sales is NOT the goal:Consumers of content are not in “buy” mode

3. Make it easy to spread the word:You want others to disseminate your information free and freely

Social Media Marketing

Some common ways of sharing:

Authoritative information

Entertainment

Controversy(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing

Authoritative Information

http://www.youtube.com/watch?v=v5K5H7SM4cw

Entertainment

Controversy

http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/

4. Deliver what you promise:Don’t try to fake people out – you’ll be buried very quickly

5. Don’t expect an ROI:It’s nearly impossible to tie social media back to sales or other dollar measurements

Rules RegardingSocial Media Marketing

Be committed: Research and solicit a relevant

audience.

Design a plan: Schedule start dates, goals

and benchmark the plan’s progress.

Tips for Social Media Marketing

Plan a “friending” strategy:

• Publish a badge—or an icon—that allows customers to share your website on their LinkedIn, Facebook and Twitter pages.

• Place links to your social media

pages in your email signature.

Have a “crisis” communication plan: Be prepared for negative comments and know in advance how you will respond.

Monitor with:

Google Alerts and socialmention.com

http://www.google.com/alertshttp://socialmention.com/

Be proactive:

Monitor daily

and produce

daily updates

that give

followers a

unique insight

of your

business.

Be proactive:

Encourage

interactivity and

discussion.

Personalize:

Social media

pages should

not be overtly

commercial.

Personalize:

Consider

consumers’

interests and

provide

entertainment

value to keep

them coming

Integrate all marketing efforts: Publish all messages to every marketing vehicle:

1. Social Media2. Newsletters3. Web Sites4. Public Relations 5. Advertising

and be certain they are consistent.

Integrate all marketing efforts:

Create external links to post on social media

pages that direct the fan to your published

press, advertisements, commercials, etc.

Source: Howard Schaffer Media Marketing

Social

Optimization

Social Media Optimization (SMO)

• Social Media Optimization is defined

by Wikipedia as the way to optimize

Web sites/pages so they’re more

easily connected to social media

sites.

“Rules to guide your thinking” in optimizing your site/page so it’s more easily connected to social media (SM) sites:

• Increase your linkability (write and share content to which people will want to link or share)

• Make tagging easy (include tags as well as links to the SM sites)see: http://en.wikipedia.org/wiki/Tag_(metadata) example:http://mashable.com/2010/05/10/organize-twitter-profile/

• Reward inbound links (link back to people who link to you)

• Help your content travel (include a bio, mention your content to others)

Widgets and Badges

Social Media Optimization (SMO) Widgets and Badges

Links to Widgets and Badges

FaceBookhttp://www.facebook.com/badges/

Twitterhttp://twitter.com/goodies/widgets

LinkedInhttp://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges

Pinterest http://pinterest.com/about/goodies/

Working in

Maximizing a Business PageGo to: http://www.facebook.com/pages/create.php

to create a page

Maximizing a Business Page

Click the “Edit Button” to edit your page

Set up email notifications so you can be super responsive to fans of your page

Set up your mobile device to respond quickly

Add the Facebook App to your phone and iPad

Set permissions for your page.

DO NOT publish page until complete.

Ways to market a business on FaceBook

• Create a Cause• Develop a Group• Post Videos, Photos and Links• Design a quiz• Post your Events• Create a Business Page• Run a Facebook Ad• Promote a Post

Working in

Optimizing your Profile

Click on “Profile”

Enhancing your LinkedIn Profile

Click on the “Edit Profile” link

The goal is to get your profile to 100% completeness

Enhancing your LinkedIn ProfileClick on [edit] to add summary,

cannot use HTML when developing

summary

Add as many skills as are

applicable so people can

find you appropriately in a search

Add Sections is Located just above your Summary

Click on the “Edit” link next your name and fill in the

information, then Click on the

“Save Changes” button

Add your Websites by

clicking on [edit]

Choose “Other” in the drop down box so you can name

your websites using keywords to help people find what

you do.

Manage and Request Recommendations

Recommendations

Manage recommendations

Recommendations

Get Recommended,

Click on the “Recommendation”

Recommendations

Get Recommended, Click on the “Ask

for a recommendation”

Link or…

Recommendations

Get Recommended, Click on the “Request Recommendations” or “Ask to be endorsed”

Recommendations

Only ask for recommendations from people you are willing to recommend back.

Recommendations

Choose Recipients

Recommendations

Companies Pages

Companies Page

Follow your competition to keep track of what they are doing.

Companies Pages

Features:• Tell your company’s story

• Highlight your products and services

• Engage with followers

• Share career opportunities

• Drive word of mouth at scale

Takeaways

Great for business networking

• Find jobs

• Develop business

• Promote projects and opportunities

• Keep track of your competition

• Publicize Events

Social Media MarketingWays to market your business

• Start a Group

• Join Groups

• Create a Company Page

• Post your Events

• Answer Questions

• Ask for recommendations

• Post updates

• Run an Ad

Working in

About Twitter

What is it?

Twitter is a service for friends, family, and

co–workers to communicate and stay

connected through the exchange of quick,

frequent messages.

About TwitterWhat is it?

People write short updates, often called

"tweets" of 140 characters or fewer.

These messages are posted to your profile

or your blog, sent to your followers, and

are searchable on Twitter search.

http://help.twitter.com/entries/13920-frequently-asked-questions

About Twitter

The LingoFollowFollowing someone simply means receiving their Twitter updates.

UnfollowIf you no longer wish to view someone’s tweets in your timeline, you can unfollow them.

@RepliesAn @reply is a public message sent from one person to another, distinguished from normal updates by the @username prefix. If a message begins with @username, we collect it as a reply. Reply publicly to any update on Twitter by using the @username format.

About Twitter

The Lingo

DM – Direct MessageDirect messages are private messages sent from one Twitter person to another. You can only send a direct message to a person who follows you.

RT – RetweetRT is short for retweet, and indicates a re-posting of someone else's tweet. This isn't an official Twitter command or feature, but people add RT somewhere in a tweet to indicate that part of their tweet includes something they're re-posting from another person's tweet, sometimes with a comment of their own.

100 100

About Twitter

The LingoHashtag - #Because Twitter provided no easy way to group tweets or add extra data, the Twitter community came up with their own way: hashtags. A hashtag is similar to other web tags- it helps add tweets to a category. Hashtags have the 'hash' or 'pound' symbol (#) preceding the tag, like so: #traffic, #followfriday, #hashtag. Hashtags can occur anywhere in the tweet: some people just add a # before a word they're using.

ListsCurated groups of other Twitter users. Used to tie specific individuals into a group on your Twitter account. Displayed on the right side menu of your homepage.

About Twitter

The LingoAvatarThe personal image uploaded to your Twitter profile in the Settings tab of your account.

Favorite To favorite a Tweet means to mark it as one of your favorites by clicking the yellow star next to the message.

Reply A Tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username.

102 102

About Twitter

The Lingo

For a Glossary of Terms go to:

http://help.twitter.com/entries/166337-the-twitter-glossary

103 103

About Twitter

Join or Sign in

104 104

About Twitter

You get 140 characters for sharing your

thoughts

105 105

About Twitter

Customizing Twitter

106 106

About Twitter

Customizing your Twitter Account

107 107

About Twitter

Think in terms of keywords under which you want

people to find you.

108 108

About Twitter

Set up your mobile account

109 109

About Twitter

You get 160 characters to

build your profile. Think

about how you want people to

find you.

110 110

About Twitter

Choose a theme or customize your own…

111 111

Twitter Tools

TweetMeme - Search and retweet the hottest stories on Twitter.

Twitvid - Easily share videos on Twitter.

Twitalyzer – Serious analytics for social relationships.

WeFollow - Twitter directory and search. Find Twitter followers.

Klout - “The standard for influence”

TweetDeck – Brings more flexibility and insight to power users.

HootSuite - Dashboard for teams using Twitter, Facebook, LinkedIn.

TrueTwit – Validation service. Stop wasting time with spammers.

http://dailytekk.com/2012/03/19/the-top-100-twitter-tools-of-2012-categorized/

Twitter Tools

http://twitter.polldaddy.com/

http://everycharactercounts.com/

http://lessfriends.com/

http://tweetstats.com

http://www.tweetworth.com/

http://twittersheep.com

113 113

Twitter Tools

http://www.twhirl.org/

http://www.socialoomph.com/

http://untweeps.com/

http://www.youtube.com/watch?v=TY-e4zSuuJc

http://twitterautoposter.net/

http://www.twitterblaster.com/

http://virl.com/250/

114 114

Take Away’s

• Considered a micro-blogging network

• Great place to research trends

• Wonderful for sharing ideas

• Excellent for getting the word out about what you do

• Great way to drive traffic to a website or blog

http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/

116 116

Ways to market a business on Twitter

• Be sure to follow the 80/20 rule when tweeting.

• Craft an appropriate Twitter Policy, and encourage your employees to sign up for accounts on Twitter.

117 117

Ways to market a business on Twitter

• As the owner of your business, register your @companyname and use it for all your tweets.

• Use Twitter Search to find and respond to tweets about your products or your brand.

• Ask for feedback on your products and then follow up with the responses you get

118 118

Final Words

Social Media Takeaways

1. Integrate your efforts to reduce time spent on Social Media

2. Have a plan and follow it

3. Incorporate Widgets for LinkedIn, FaceBook and Twitter to your Website, blog and even your email signature.

Social Media Takeaways

4. Limit your self promotion

5. Give generously to your community

6. and Have Fun!

121 121

Contact Information

Colleen Wright

Consultinginfo@responseim.comwww.responseim.com

Trainingwww.seotrainingnw.com

Thank you!

Get a copy of the presentation at:http://www.slideshare.net/sheenalena/presentations

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