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Social Media MarketingPREPARED FOR ACOM-5302: KNOWLEDGE MANAGEMENT
Kelly PodzemnyDigital Media Coordinator
February 4, 2015
MY BACKGROUND
2004
A.A.S. Graphic Design
2010
B.A.A.S. Marketing
In progress
M.A. Strategic Communication
MY BACKGROUND
2010-2014
Social Media Coordinator for United Supermarkets
Currently
Social Media & Marketing for TTU Worldwide eLearning
SOCIAL MEDIA FOR BUSINESS
More than “playing on Facebook all day”
SOCIAL MEDIA FOR BUSINESS
Have an Objective To drive/increase sales? To educate the public about a cause? Provide customer service? Communicate vital information quickly?
SOCIAL MEDIA FOR BUSINESS
Identify Your Audience Who do you want to reach?
• Location
• Age
• Industry
• Etc…
Who will ACTUALLY follow you?
SOCIAL MEDIA FOR BUSINESS
How will your company sound on social media? Brand Persona
• Professional?
• Fun and silly?
• Helpful?
Storytelling• What will you tell followers about your company?
• How will you tell them?
SOCIAL MEDIA FOR BUSINESS
Chose the platforms you’ll use. Which are most appropriate for your organization? How many do you have time to manage and maintain? It’s better to do one or two really well than do several
halfway.
SOCIAL MEDIA FOR BUSINESS
Content Strategy How often will you post? Who will create the content you post? Stay relevant, but don’t just talk about yourself. “Jab, Jab, Jab, Right Hook”
SOCIAL MEDIA FOR BUSINESS
Worldwide eLearning’s Content Strategy 2 posts per week based on personal interactions 2 posts per week of other people’s content (but still relevant) 2 posts per week directly promoting Worldwide eLearning Other posts as appropriate.
SOCIAL MEDIA FOR BUSINESS
Watch other organizations Rivals & Competitors
• Monitor for opportunities and threats
• What are they doing content-wise that works?
• What are they doing that doesn’t work?
Partner Organizations & Media• Sources of “Other People’s Content”
• Places where there might be stories about you
• If you share their stuff, they might share your stuff
SOCIAL MEDIA FOR BUSINESS
Crisis Management Product Recalls Service Outages Emergencies and Accidents Public Relations Issues
SOCIAL MEDIA FOR BUSINESS
SOCIAL MEDIA STATS
Measure and monitor performance
SOCIAL MEDIA STATS
Goals & Key Performance Indicators (KPIs) Facebook Page Likes Facebook “People Talking About This” Facebook Reach (a.k.a. impressions) Facebook Engagement Twitter Followers Twitter Engagement Click-Thru Rates
SOCIAL MEDIA STATS
Facebook Insights Monitor KPIs
• Overall Page
• Individual Posts
Fan Demographics• Location
• Age
• Gender
When Fans Are Online
SOCIAL MEDIA STATS
Twitter Analytics Monitor KPIs
• Overall Feed
• Individual Tweets
Where your fans live Who else they follow
SOCIAL MEDIA ADVERTISING
Paying for reach and page views
SOCIAL MEDIA ADVERTISING
Facebook Ads: The most robust targeting. Ever. Objectives
• Get more page likes
• Boost your post’s reach
• Send people to your website
Targeting• Location
• Age
• Gender
• Relationship Status
• Education (Level, School, and Major)
• Other pages you like
• On and on and on…..
SOCIAL MEDIA ADVERTISING
Facebook Retargeting Ads
Primary ad point to main eLearning page. Custom audience pixels hidden on program pages target programs ads to visitors later on.
SOCIAL MEDIA ADVERTISING
Twitter Ads Not as many options, but still effective Objectives
• Get more followers
• Boost your tweet’s reach
• Send people to your website
Targeting• Location
• Gender
• Behavior
• Who else they follow
• Retargeting pixels available
SOCIAL MEDIA MARKETING
Kelly Podzemny
Email: [email protected]
Twitter: @kellypodz
Presentation available for download at bit.ly/acom5302
