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August 29, 2013
In t roduct ion to Socia l Media
Social Media as a Marketing Tool for Your Business
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Agenda
• Why Social Media?• Common Platforms
– YouTube\Google+– Pinterest– LinkedIn– Facebook– Twitter
• Creating Your Profile• Monitoring Performance• Introduction to Social Media Advertisement
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Why Social Media?
• Stats in Canada – 75 per cent of Canadians have a Facebook account– 35 per cent have an active YouTube account (more people use
it without an account)– 20 per cent are on LinkedIn – 20 per cent are on Twitter– 19 per cent are on Google + (growing fast since Google forces
users to have an account)
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What This Means for Your Company
64 per cent use their accounts to connect and stay up to date with businesses
Half trust the company’s social media account more than they trust its website
30+ per cent seek dialogue with companies via social media, not just deals
People are not afraid to speak out, both critically and approvingly of companies
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What This Means for Your Company
Brand “Personality“
Give your company a voice
Be a part of the conversation
Align your social efforts with your company goals and messaging
Remain consistent in your communications
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The Conversation: What You’re Missing
Questions, complaints, suggestions, and incorrect perceptions are unmanaged
Or worse, managed by competition or the ill-informed
Communicate with your audience, not to it
Listen to what people are saying and engage on a personal level
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Common Platforms
Google+
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Common Platforms
Hundreds of social networks
Hundreds more will come
Tools vs. Behaviour
Experiment but maintain consistent messaging and transparent
communication
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Google+/ YouTube
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Google+/ YouTube
Google is the most popular site
on the Internet
Google owns YouTube
You probably already have a
Google+ account
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Google+/ YouTube
Visually pleasing
More and better features
Very little effort
Reach a larger, different
audience
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Google+/ YouTube
Having a complete Google+
account provides ease of access
to accurate information about
your business
Maps/Office Hours/Services and
Products etc.
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Google+/ YouTube
Hashtags
Tagging brands/people
Utilize trending topics
Beautiful, full-sized images
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Google+/ YouTube
Share videos
Great if you’re creative and have
a strong budget
Connect videos similar to
hashtags
Monitor likes, dislikes and
comments
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High quality images, organized in
an attractive way to tell your story
Pins are pictures organized in
boards (themes)
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Virtual storefront
Display products
Share the atmosphere
“Wellbeing”
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Only 70 million users world-wide
BUT more sales than other social
networks combined
7 per cent of all internet sales
Higher average - $80-$180/sale
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Facebook for Professionals
Show off your credentials
Connect with industry
professionals, not just high school
friends.
Shows credibility to the consumer
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Microblogging
140 characters, including spaces
#HashTags
Less easy to navigate, but very rewarding
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A hashtag is a keyword that connects
messages
Anyone can search/see a hashtag,
not just your followers
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“Pairing an organic diet with the appropriate supplements will optimize health and prolong life”
VS.“Pairing an #organic diet with the appropriate #supplements will optimize #health and prolong life”
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The potential to connect is enormous
Hashtags connect you to people who
didn’t even know they were looking
for you!
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Value the people you follow
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Follow accounts relevant to your
company/industry
Health publications, journalists,
practitioners, etc.
Also, companies similar to yours,
including competition
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The latest news, updated by the
second
Be up-to-date and in-the-know in
only minutes
Share your opinion
Find content for your other social
channels
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Under 100 characters
Shortened link
https://bitly.com/
#’s
Call to Action
CHFA’s numbers have
doubled in one year
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Creating a Twitter Page
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Most popular
1.15 Billion users worldwide
The easiest to use
Spread your message to your audience
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Engage by sharing images
Short, interesting text
2-3 sentences
Include a related link
Ideally, something related to your company/product
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• Organic vs. Paid Likes
• Budget $$$’s/year for important events• Big sale
• New location
• Community involvement
• Article in local paper
• Etc.
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The key to Facebook engagement is to continue engaging
Monitor and interact
Comment back, ‘Like’ others’ comments, answer questions or
ask new ones, etc.
Be personal but professional
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The ‘perfect post’
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Creating a Facebook Page
41 https://www.facebook.com/pages/create
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Creating a Facebook Page Once you’ve created the basic page, you can edit and add much more
information
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Creating a Facebook Page
Important info to edit: Store hours, contact, Long description
43 Do you involve your store in the community? How?
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Facebook Insights
How is your Facebook page performing?
What should you post and when?
Who is your audience?
What is their behaviour?
Must have more than 30 Likes
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Facebook Insights – Weekly Overview
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Facebook Insights – Types of Posts
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Facebook Insights – When to Post
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Facebook Insights
Can be much more detailed, explore Insights fully
Valuable, consistent information
Will help ease you into Social Media Marketing
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Social Media Marketing
Reasonable, modest resources – Tangible, measurable results
Target very a specific audience of your choice
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Social Media Marketing
Facebook Ad vs. Promoted Post, overview
Ads push your content to an audience of your choosing Potentially millions of people
Generally $1 = 1 Like
Promoted posts are much cheaper and push your content to
your fans and their friends
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Social Media Marketing
Stories show your fans’ engagement with you to their friends,
prompting them to Like or Follow you as well
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Social Media Marketing
Promoted posts are very cheap
Good for a larger audience (several
hundred at least)
Could reach much more than the
estimated audience
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Social Media Marketing
Facebook Ads - https://www.facebook.com/ads/create/
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Social Media Marketing
Facebook Ad is great for getting you more Likes
Facebook Promoted Posts are great for engaging the people who
already Like your page (and, potentially, their friends)
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Social Media Summary
Use the Social Media Networks you feel work best for your
company
Get to know them, be patient
A few minutes daily is all it takes!
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August 29, 2013
In t roduct ion to Socia l Media
Alex Karanikolov Communications Coordinator
Saneeka TembeMembership Support Associate
Michelle BookDirector, Communications
