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Amanda Tompkins@smilestompkins
www.amandatompkins.me
Shelley Simpson@ShelleySimpson7
www.smallandmightymarketing.com
Today’s Goals:● Understand which platforms are right for you and why
● Clearly identify your target demographics
● Create a voice guide
● Create a strategy that is very easy to understand and implement
● Understand what an editorial calendar is and how to use it
Who Are You?1. Name2. Organization/business3. Level of social media understanding
(none, beginner, intermediate or expert)4. 1 TIP you’d like to walk away from this class with5. Favorite place to eat in Honolulu
We want to make this class relevant to you
What IS Social Media?Definition of “Social Media”Websites and applications that enable users to create and share content or to participate in social networking
Social Media is a type of Marketing
Definition of MarketingThe promoting and selling of products or services
What IS Social Media
Traditional Marketing“PUSH” MARKETINGThese ads PUSH themselves at you, interrupting your show or article
Uses sales tactics to attract you….Buy Now! Limited Time Offer! Call in the next 5 mins...
Difference between traditional marketing and content marketing
Content Marketing
CONTENT is King
Creating CONTENT that is RELEVANT, VALUABLE and CONSISTENT that your TARGET MARKET is searching for.
INBOUND Marketing
PULLING, instead of PUSHING
In-Bound ContentTraditional marketing and advertising is telling the world you’re a rock star.
Content Marketing is showing the world that you are one.
Social media is about SHARING
5 Ways Social Media Helps Your Business
1. Customer Service2. Humanizes Your Brand3. Better SEO (Search Engine Optimization)4. More Opportunities to Convert Customers5. Allows your fans to talk about you (Word of Mouth)
If you’re not using it, you’re missing out
6 Simple Ways to Grow Your Business With Social Media
1. Be consistent w/your handles and voice2. Remember it’s SOCIAL - Give ‘em engaging content3. Offer Discounts and Giveaways4. Promote your handles in your store/office5. Connect with your fans6. Dedicate someone to be your Community Manager.
Better yet, hire a professional.
Consistent. Engaging. Connection.
Unique Platforms
=Unique Users
+ Unique
Messages
Social Media Platforms
THE largest social media network in the world.
Monthly Users: 1.65 billion (15% + over 2015)Largest demographic: 25-34 at 30% Growing demographic: 65 & over76% women, 66% male (no, that doesn’t add to 100%)
Every day: 300 million photos uploadedHighest traffic: Weds, 1-3pm50% of 18-24 yr olds check FB right when they wake up
Source: https://zephoria.com/top-15-valuable-facebook-statistics
FB is controlled by an algorithm. You see what it wants you to see.You pay, you play.Free posts reach only 10% of your followers.In order to be effective, you MUST purchase ads and “boost” posts
FB has pulled the “Drug Dealer Trick”=First one is free.
Because they are THE largest social media network in the world, they can do whatever they want.
140 Characters = Forced to get to the point quickly, paring the facts down to their core essence.
Live feed = particularly effective for events, breaking news, entertainment and anything happening in real time.
Full of “interesting people” that you can access at any time - no following or friending necessary
Good for tracking trends - If something is going viral, it’s getting shared on Twitter (#hashtags)
One of the quickest and easiest ways to contact a company to get instant customer service.
You can do a lot with 140 characters
Stats (as of 4.27.16)● Total registered users: 1.3 billion● Active daily users: 100 million● US Users: 65 million
= Approx 20% of all online users
Most followers?Katy Perry: 66.85 millionBarack Obama: 56.51 million
Demographics:● 50/50 Men & Women● 18-29, College graduates● Urban areas
Best Time To Post● Multi times● Throughout the day - schedule
posts using social media scheduling software
Sources: http://expandedramblings.com/index.php/march-2013-by-the-numbers-a-few-amazing-twitter-stats/http://wersm.com/2015-social-media-demographics-for-marketers/
Best Times to Post
Best Kinds of Posts
Insights>Posts
live videos, recorded videos, photos, links to website, information
SocialBakers.com 2016 April Report
Total users: 433 MillionUsers in US: 128 Million
“World’s largest professional network.”
Create your professional profile, connect w/co-workers, list your skills, find jobs, consume content from experts.
Users are looking for:● “How To” Videos● Video “answers” to
questions● News● Cat Videos
● YouTube reaches more 18-34 US citizens, than any cable network
● 20% of users get their news from YouTube (1 out of 5)
● 7 out of 10 users come from outside the US
YouTube is the 2nd largest Search Engine (behind Google)
PinterestA digital scrapbook, a social bookmarking site and a visual search engine.
● Pinners buy: With every image linked back to the original website, it is a powerful driver of referral traffic
● Industries that do well: photographers, restaurants, financial planners
● Highly sharable
Example: Spiritus Financial Planning
Pinterest: Very pretty, highly addictive
PinterestPeople are looking for…
● Inspiration● “How-To”
100 Million users
1 Billion “Boards” created, 50 Billion “pins”
35+ females with discretionary income
InstagramOver 300 million users, “IG” has overtaken Facebook & Twitter as the network with the largest population of younger users.
People are looking for…● Quality photos● Short videos● Mobility● Food pictures
Teens and 18-34
Best Time To Post● Lunch time● Evening
Feminist Tinder
Eden in Love
● App/mobile only. You can see IG on a desktop, but you can’t post.
● Similar to Twitter: People have handles and you can choose to follow them or not
● Millennials use IG more than FB
● #Hashtags are very important
● IG photos are “geo tagged.” Location is encoded into every photo when uploaded. Can search for photos uploaded in your area.
● Only recently been given the ability to “schedule” posts
● 100 million daily users● 7 billion views a day● Greatest reach among
teens and young adults
Users are looking for:● Compelling images● Popular hashtags● ?
Platform Demographics
Users are looking for:● Directions, hours, menus, contact info● Insight: should I try this place? Is it worth the drive?● Options● Legitimacy
● Average of 142 Million unique visitors/month
● 37% of reviewers are 35-54 yrs old● 26,380 reviews posted PER MINUTE● Most reviews are written on Monday● Top 5 food items searched for on Yelp:
Sushi, pizza, ice cream, pho, taco
Don’t be afraid of Yelp
Why use it…● SEO● Integration w/Google Maps, puts your business, literally, on the map● Google Hangouts stay live
Google LOVES Google
540 Million users
Why use it…● Access● Reach● ROI● Promotional● Mobility● Personalization/Segmentation
Platform Demographics
You’ve got mail
EMAIL MARKETING
Part 2:Social Strategy
Why Social Media?Recap● Builds engagement with your target market● Humanizes your Brand ● Allows you to tell your story● Increased brand recognition● Improved brand loyalty● Gives immediate access to your business
Phase 1: Define
What is the mission of this campaign?
Phase 2: ResearchWhich platforms are best for you?
Tools - Analytics and scheduling
Audience Analysis - Target Demographics
Lists
Phase 3: PlanningKey Messages (mini goals)
Pick Platform
Voice Guide
Develop Timeline
Create Strategy
Create Content Calendar
Establish KPI
Basic Strategy
Content Calendar
Phase 4: ExecutionCreate all content assets - Fill in the blanks
Schedule content
Set up monitoring
Plan time for round robins!!!
Phase 5: Measurement and Optimization
F
Simple MeasurementFacebook
June July AugustLikes 1,328 1,339 1,357Reach 122,875 100,164 133,463Shares 34 7 40Comments 120 35 45
Phase 6: Insight and Reporting
Go back to the Strategy and review
Track what worked & what didn’t
Amanda Tompkins@smilestompkins
www.amandatompkins.me
Shelley Simpson@shelleysimpson7
Smallandmightymarketing.com
