SOCIAL MEDIA IS THE NEW WORD OF MOUTH 

Building relationships through Facebook, Instagram and Twitter

Social Media Timeline

Analyze Existing Media Analyze Competitors Media Study Demographics for social media sites. Pick social media sites/strategies Analyze Resources Implement Measure

Social Media Demographics

Facebook for businessesStep 1: Create your PageFacebook Pages are a simple, free product for businesses to

create a Facebook presence and connect with new and loyal customers.

Add contentInclude important information such as your location, links, hours, photos, or menus so that people can get to know your business

Claim your PlaceConnect your physical store location to your Page by claiming your Place so people can find you and check in

Invite your customersInvite current and new customers to like your Page, and promote it with in-store signs, flyers, emails, and website links

Promote your Page on your website by adding a Like button where people can engage with your Page and share it with friends.

Facebook for Businesses

Step 2: Engage your customers Join the conversation

Use your Page to post regular updates about your business and provide exclusive offers to generate comments and drive engagement

Build deep relationshipsGet to know your fans and make people feel at home by responding to their comments in a predictable, timely way

Gain valuable insightsLearn how your audience is interacting with your Page and make adjustments to increase engagement

Give people a reason to check your Page often, and provide rich content for them to interact with and share. These organic actions that people take with your Page create powerful stories that drive word of mouth for your business.

COMPANIES DOING IT RIGHT - FACEBOOK

M&Ms Have encouraged users to pick the colors of the

new M&M packets Oreo

Creative marketing campaigns with daily cookies linked to pop culture

The Graubunden Tourism board Invited people to become fans and posted their

photos on the office bulletin board. They got 16,000 fans

Twitter History Microblogging - Publication and

dissemination online of a line or two of information

Started by Evan Williams, Jack Dorsey, Noah Glass and Bix Stone

Twitter's origins lie in a "daylong brainstorming session" held by board members of the podcasting company Odeo

Started in March 2006. Tweets are text-based posts of up to

140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers

COMPANIES DOING IT RIGHT - TWITTER NASA

NASA they use influencers to create high engagement, “We try to engage influencers. We tweeted a happy birthday to Star Trek’s Leonard Nimoy, engaged with Tom Hanks reliving the making of the film Apollo 13 and were also engaged and got retweeted by Justin Bieber (who has over 36 million followers)

Arsenel Football Club For Arsenal it’s all about connecting fans to the teams and

players. It’s also about monetization, “I would say that of course, if you reach and engage fans – that has long term financial benefit. But I’m primarily trying to connect with the people who love the Arsenal Football Club

“Most brands have fallen into the trap of using Twitter for push marketing: broadcasting messages and expecting to influence customers with little to no listening or community building,” says Nestivity founder and president Henry Min.

FourSquareFoursquare is a privately held company, and is headquartered

in New York, New York. The company was launched on March 11th, 2009, and has only thirty-two employees.

The concept is simple. When you go out, check in. It’s as simple as that. The point of foursquare is to check in when you go to locations, mainly businesses. So, for example, I go to the local coffee shop, say it’s a Starbucks Coffee Company. I get there, I check in telling all of my friends where I am.

With each check in you can add unique content. It is highly recommended that you add unique content with every check in. The main reason you want to add content is to add value to your audience. If you check in at Starbucks that does your friend list no good. But if you check in, are meeting a buddy from work, and are ordering a tall Pike Place coffee, tell us.

Foursquare does allow you to link your check in to Twitter and Facebook

http://www.socialmediaexaminer.com/foursquare-marketing-tips

/

FOURSQUARE TIPS

Use and promote local updates like food truck movements

Offer Specials/Discounts Add tips about your business and others to

build community Create a FourSquare page Use FourSquare lists Add PlugIns to your website Create badges for people to use Have “Check In Here” signs at your location

Pinterest

Pinterest is a pinboard-style social photo sharing website that allows users to create and manage theme-based image collections such as events, interests, hobbies, and more. Users can browse other pinboards for inspiration, 're-pin' images to their own collections or 'like' photos.

Development of Pinterest began in December 2009, and the site launched as a closed beta in March 2010. The site proceeded to operate in invitation-only until 2012

The site has been popular with American women and, in 2012, it was reported that 83% of the U.S. users were women

In Britain, however as of March 2012, 56% of the users were male and their age profile was different too, being about 10 years younger than in the U.S., where the age range was typically 35-44

Using pinterest

A pin is an image added to Pinterest. A pin can be a dded from a website using the Pin It button, or you can upload images from your computer. Each pin added using the Pin It button links back to the site it came from.

A board is a set of pins. A board can be created on any topic, such as Cool Posters, Recipes For Dinner, or Wishlist. You can add as many pins to a board as you want.

Pins can be found in a variety of places By seeing them on other Pinterest boards, and

“repinning” them to your own board By finding a webpage with a graphic and either

copying the URL to the “pin it” dialogue box or clicking the “pin it” button on your shortcut toolbar

By uploading a file from your computer

COMPANIES DOING IT RIGHT - PINTEREST

Whole Foods Whole Foods keeps 54 boards, with topics ranging

from straight culinary (“Eat Your Veggies”) to kitchen-related (“Super HOT Kitchens”) to more lifestyle-centric (“We’re Used to Reusing!”). All the boards fit within the Whole Foods brand, amplifying it to followers as well as casting a wider net to those who will find the company’s pins interesting.

The Lesson: Take a page from Whole Foods and think outside the obvious when it comes to pin topics. If you’re an automotive manufacturer, pin more than cars, for example. Think also about topics that fit with your brand’s aesthetic and values: travel, luxury, affordability, etc. The broader your topics, the broader the audience you can reach—just make sure the topics fit with your brand.

COMPANIES DOING IT RIGHT - PINTEREST

Bare Minerals With the launch of new products, Bare Minerals

hosted what it called the “Pin It to Win It” contest. Users could enter to win one of 10 $50 gift cards or the grand prize of one $500 gift card simply by following the brand, setting up a themed board following the company’s directions, and tagging its pins with #BareMinerals and #READYtowin.

The Lesson: Contests are powerful on Pinterest. Use them to generate user pins, broaden your reach online, and create more engaged fans. As Bare Minerals shows, the prizes needn’t be extravagant—but they do need to be something followers want.

InstagramInstagram is a free photo-sharing program and social network

that was launched in October 2010. The service enables users to take a photo, apply a digital filter to it, and then share it with other Instagram users they are connected to on the social network as well as on a variety of social networking services. Instagram currently has 100 million registered users.

A distinctive feature is that it confines photos to a square shape, similar to Kodak Instamatic and Polaroid images, in contrast to the 4:3 aspect ratio typically used by mobile device cameras.

Instagram was initially supported on iPhone, iPad, and iPod Touch; in April 2012, the company added support for Android camera phones running 2.2 (Froyo) or higher

In its largest acquisition deal to date, Facebook made an offer to purchase Instagram (with its 13 employees) for approximately $1 billion in cash and stock in April 2012

By May 2012

Each second, 58 photos were being uploaded

Each second, a new user was being gained

The total number of photos uploaded (since inception) was more than one billion

COMPANIES DOING IT RIGHT - INSTAGRAM Sharpie

Uses Instagram to post photos of drawings done with a Sharpie

Forever21 Uses Instagram to post photos of potential outfits

National Geographic Posts photos from their photogs all over the world

Oreo Had a contest where people could tag photos

#CreamThis or CookieThis DoubleTree Hotels

Held sweepstakes themes to align with key time frames for the hotels like summer and holiday travel as well as create awareness for pet friendly hotels with a pet themed promotion. Also used toannounce new hotel openings as well as feature hotel/city destinations.

Mobile Marketing: Stats

● There are now 1.2 billion mobile Web users worldwide, based on the latest stats for active mobile-broadband subscriptions worldwide; Asia is top region.

● 75% of marketers are planning to add mobile to their marketing mix according to Forrester Research.

● M-commerce is predicted to reach US$119 billion in 2015, Japan remains king. Top m-commerce retailers globally include: Taobao, Amazon and eBay. The US m-commerce market will be US$31 billion by 2016.

● 1 in 8 mobile subscribers will use m-ticketing in 2015 for airline, rail and bus travel, festivals, cinemas and sports events.

Mobile Marketing: Stats

● The growth of the iPhone was 10 times faster than the growth of America Online. (Source: Nielsen)

● It takes 26 hours for the average person to report a lost wallet. It takes 68 minutes for them to report a lost phone. (Source: Unisys)

● There are 6.8 billion people on the planet. 5.1 billion of them own a cell phone, but only 4.2 billion own a toothbrush. (Source: Mobile Marketing Association Asia)

● In some countries, there are more mobile subscriptions than there are people. (Source: Mobile Marketing Association) (How can this be? It’s because some people own more than one mobile phone.)

Mobile Marketing: Stats●It takes 90 minutes for the average person to respond to an email. It takes 90 seconds for the average person to respond to a text message. (Source: CTIA.org)

●70% of all mobile searches result in action within 1 hour. (Source: Mobile Marketer)

●Mobile coupons get 10 times the redemption rate of traditional coupons. (Source: Borrell Associates)

●There are more mobile phones on the planet than there are TVs. (Source: Jupiter)

●91% of all U.S. citizens have their mobile device within reach 24/7. (Source: Morgan Stanley)

SOCIAL MEDIA ANALYTICS

The rule that is often referenced in this regard is the 90/10 rule, so if you have $100 to spend on analytics, spend $10 on reports and data, and $90 on paying someone to filter through all of that information.

Web analytics is a three-tiered data delivery and analysis service for small and big businesses.

1. The first is the data itself, as it measures the traffic, page views, clicks and more for both your website and for your direct competition.

2. The second is what you do with that data, or how you are able to take the information gathered via these services and apply it to your customers, whether new or existing, to make their experience meaningful and better.

3. And the final tier is how it all circles back together to meet your overarching business objectives, not just online but offline as well. Data by itself is a great way to see how you are performing, but without applying what you’ve learned, it has little use.

Facebook Insights

Facebook Insights provides Facebook Page owners and Facebook Platform developers with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners and Platform developers are better equipped to improve their business with Facebook.

To see metrics on your Facebook Page or Platform application, go to the Insights Dashboard. Only Page administrators, application owners, and domain administrators can view Insights data for the properties they own or administer. To view comprehensive Insights on your specific Page, Platform application or website, click on the corresponding item on the left navigation bar.

Insights is a free service for all Facebook Pages and Facebook Platform application and websites. In addition to the Insights Dashboard, data is also available through the Graph API. To learn more about the Facebook Platform and Graph API, visit the Platform and Developer Support help pages.

GOOGLE ANALYTICS

Twitter Analytics

TweetReach https://tweetreach.com/Who is reading your tweets? How is it being shared? What is the measured impact of what you’re putting out there? TweetReach is a social analytics tool that helps you capture this valuable information.

TwitalyzerMeasure your impact, engagement, and influence on Twitter with this tool. They offer three plans, depending on your needs, Individual, Business and Agency, all at a very reasonable price. They do offer their three most popular reports for free, so just connect your Twitter account and start Twitalyzing.

SocialBroManage and analyze your Twitter account with SocialBro. This tool gives you detailed information about your Twitter community so that you can interact with followers more efficiently and garner the best results.

Analytics – Measurement Tools

Pinterest Measurement

CuralateUse Curalate's service for enterprise-level Pinterest analytics. Your brand will learn about its most engaged followers and be able to join the conversation by accessing Curalate's consolidated communication tab. You'll be able to strategize existing Pinterest campaigns and future content by identifying trends of a viral nature.

PinerlyOn Pinerly, launch "campaigns" by linking your pins to analytics tools, which measure clicks and reach. Then compare selected campaigns against one another. Plus, interact with a graph that measures engagement over time. It's a helpful way to judge the impact of certain types of content.

Analytics – Measurement Tools

Multiple Platforms

SocialMentionTrack and measure who is talking about you, your company, your product, or any topic related to your industry. SocialMention pulls data from hundreds of social media services to give you the most accurate, real-time information.

HootsuiteHootsuite is a web-based dashboard that allows you to monitor multiple social networks in one place. You can collaborate with fellow employees, schedule messages, and assign tasks to your team. It’s particularly great for managing multiple accounts on the same platform. This is one of my personal favorites.

BufferBuffer makes it super easy to share any page you're reading. Keep your Buffer topped up and we automatically share posts for you through the day.

Analytics – Measurement Tools

TIPS FOR BUILDING YOUR BRAND

Develop a strategy Make someone responsible – Someone you trust Personal Communication – Answer their posts,

have a conversation Treat your fans like VIPs. Share special info with

them Ask questions to invite conversation Tell them what you want from them – Share,

like? Humanize your brand – Show pictures, posts

from real people Always be transparent