SOCIAL MEDIA MARKETING HACKS

Using Social Media to Build Your Business

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TIFFANY SAUDER

AARON HARRISON

President@tiffanysauder

Marketing Specialist@howAaronsees_it

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AGENDA

● Social Media Marketing: Myths and Stats

● Workshop: Getting Started

● Dos and Don’ts

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MYTH #1:

I DON’T USE SOCIAL MEDIA, SO MY CUSTOMERS DON’T EITHER.

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of online U.S. adults are active on social media.1

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Over 90% of B2B and B2C organizations use social media marketing, surpassing every other content marketing channel 2

of construction companies employ social media as part of their marketing strategy 3

In 2011, 76% of farmers between the ages of 18 and 35 used social media to share knowledge, connect with consumers and promote their business 4

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STOP THINKING YOU’RE THE EXCEPTION. YOU’RE NOT.

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MYTH #2:

SOCIAL MEDIA IS FOR MILLENNIALS.

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PERCENTAGE OF INTERNET USERS/AGE GROUP ON EACH SOCIAL MEDIA PLATFORM 5

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MYTH #3:

I HAVE TO ACTIVELY USE EVERY SOCIAL CHANNEL IF I’M ON SOCIAL MEDIA.

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OLD SPICE CAMPAIGN

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You have to choose where to begin, but once you do, your followers

will help guide you to where you

need to go.

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FACEBOOK

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• The largest social media channel in the world, with 1.6 Billion Active Users/mo - 87% on mobile 7

• 1.5 Billion Searches per Day (Google has 3.5 Billion) 8

• How businesses use Facebook

• Local search

• Mobile advertising

• Slight preference for B2C and Ecommerce

businesses over B2B

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LINKEDIN

• Rated consistently as the most effective social media site for B2B content marketing 9

• 380 million users worldwide 10

• How businesses use LinkedIN

• Talent acquisition

• Business development and prospecting

• Driving conversions

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TWITTER

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• Micro-blogging social networking platform that allows rapid direct engagement

• 300 million users worldwide (50 million in the US) 11

• How businesses use Twitter

• Building executive personal brands

• Fast, easy, transparent customer interaction

• Repeatable content promotion

• Social influencer sales support

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PINTEREST

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• Social networking driven by visual discovery• 70 million active users, 80% female 12

• How businesses use Pinterest

• Physical product promotion

• Building brand followers and evangelists

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INSTAGRAM

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• Social sharing built around high quality pictures and short videos

• Very consumer and creative driven

• 300 million active users 13

• How businesses use Instagram

• Spreading company culture

• Showcasing products in action

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GOOGLE+

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• Google’s own social networking site• 300 million active users 14

• How businesses use Google+

• Driving search engine optimization

• Driving high quality engagement for the

right organizations

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MYTH #4:

IF I POST PEOPLE WILL SEE MY MESSAGE.

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NOPE, SORRY.MEET PAID SOCIAL MEDIA.

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PAY TO PLAY

Organic Social Reach - the total number of unique people who see your

social posts through unpaid distribution

Organic social reach is dying fast:

● Facebook: ~6% (just 2% for pages with >500,000 likes) 15

● Twitter: <10% 16

● LinkedIn: roughly 30% but dropping 17

Instead, social networks are compelling companies to use paid advertising to

reach customers (you might also hear the word native social advertising to

describe this same thing)

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PAY TO PLAY

Why are social media sites doing this?1. To make money

2. To make certain that people are only being disrupted by ads if they

make the channels money

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PAY TO PLAY

Effectively managing paid social media doesn’t

take a huge media spend. It does take

dedication, a willingness to learn, an

understanding of which business objectives you’

re trying to achieve, and the ability to make

changes consistently.

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Avg. CPC = ~$1.00 DISPLAY

DISPLAY

Avg. CPC = $0.39

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MYTH #5:

SOCIAL MEDIA IS JUST TO HELP ME GET NEW CUSTOMERS.

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CUSTOMER AND EMPLOYEE EVANGELISM

Paid social is important, but that doesn’t mean organic social is dead. It’s purpose has just changed.

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YOUR BIGGEST OPPORTUNITIES COME FROM THE PEOPLE WHO ARE ALREADY BOUGHT IN.

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BUILDING BRAND EQUITY

Your prospects, customers, and employees aren’t your only stakeholders:

• Competitors

• Investors

• Industry Leaders

• New Talent

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WORKSHOP TIME

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HOW TO START

1. Identify realistic business objectives

2. Find your audience

3. Set your plan for executing

4. Adopt the right tools to help

5. Plan your content and make it interesting

6. Setup your editorial calendar

7. Repurpose & repost content

8. Promote your best content through paid channels

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Social Media Management Tools We’ve Used

Hootsuite Tweetdeck HubSpot

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SOCIAL MEDIA DO’S AND DON’TS

1. Map your buyers to your channels

2. Pay to play (effectively)

3. Give the people what they want (seriously)

4. Use visual content

5. Hire the right people to manage your accounts

6. Keep your ear to the ground

7. Make it interesting! We all like to follow people who have an

attitude or unique point of view.

1. Create needs where there are none

2. Get distracted by the number of tools

3. Stop improving

4. Stop posting

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DON’T

DO

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QUESTIONS?email: aaron@elementthree.com

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APPENDIX

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1. Pew Internet Social Media Usage: 2005-2015

2. Content Marketing Institute - B2B Content Marketing 2016: Benchmarks, Budgets and Trends and B2C Content

Marketing 2016: Benchmarks, Budgets and Trends

3. Construction Marketing Association - Social Media in Construction 2013

4. Harvest Public Media - Agriculture finds its voice on social media

5. Pew Internet - The Demographics of Social Media Users

6. Leverage New Media - Social Media Comparison Infographic

7. Facebook - Company Info

8. Medium - 10 Things You Need to Know about the New Facebook Search

9. Content Marketing Institute - B2B Content Marketing 2016: Benchmarks, Budgets and Trends

10. Statista - Leading Social Networks Worldwide as of January 2016

11. Statista - Leading Social Networks Worldwide as of January 2016

12. Leverage New Media - Social Media Comparison Infographic

13. Statista - Leading Social Networks Worldwide as of January 2016

14. Statista - Leading Social Networks Worldwide as of January 2016

15. Elegant Themes - Which Social Media Platforms Offer the Greatest Organic Reach?

16. Elegant Themes - Which Social Media Platforms Offer the Greatest Organic Reach?

17. Elegant Themes - Which Social Media Platforms Offer the Greatest Organic Reach?