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www.carrolltraining.com/powerbrew
Digital & Social Media Marketing:Digital Strategies for Promoting & Protecting Your Online Brand
Mary Ann Davis May 17, 2016
Mary Ann Davis spends her days working at Carroll Community College as the Digital Marketing Administrator, leading the college’s social media, website marketing & online advertising efforts.
In the evenings, she’s a Digital Marketing Instructor for the college’s Digital & Social Media Professional program, teaching students the latest developments & best practices for business.
about.me/mary_ann_davis
Digital marketing is any form marketing that is used to promote products or services via electronic devices, using offline marketing and online marketing channels.
Social media marketing is a online marketing channel & is the process of gaining traffic or attention through social media sites by creating content that provides value & encourages engagement.
Trends Benefits
Planning Tips
Today’s Social Media Marketing Brews
Trends
Trends
• There are over 2.206 billion active users, a global penetration of 30%
• Social media users have risen by 176 million from 2014 to 2015
• Facebook adds ½ million new users every day; 6 new profiles every second.
Source: Social Media Today, 10 Amazing Social Media Growth Stats From 2015
Average Monthly Usage
Source: Pew Research, Social Media Update 2014
1,550 billion
500400
320 300
100 100
Facebook Tumblr Instagram TwitterGoogle+ Pinterest LinkedIn
mil-lion
Mobile Trends
• 1.925 billion users utilize their mobile devicesfor social media platforms
• 365 million active mobile social users have been added from 2014 to 2015
• 12 new active mobile social users are added every second, that’s 1 million per day.
Source: Social Media Today, 10 Amazing Social Media Growth Stats From 2015
Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
2012 2013 2014 2015
3 billion5 billion
9 billion
14 billionSales
Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
Positive online product reviews can increase a product’s price by 9.5%.
Negative reviews have an 11% chance of changing a person’s intent to purchase.
Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
33% of consumers have acted on a promotion on brand’s social media page.
Social Commerce TrendsAverage Order by Social Referrer
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
$65.00 $58.95 $55.00
$50.75 $46.29 $44.24 $40.00
Social Commerce Trends
Source: HubSpot, Where Social Commerce Revenue Comes From, Jan. 14, 2015
85% of orders from social media sites come from Facebook.
Benefits
Benefits
• Market Research Lets you get to know your customers
• Customer ServiceAllows you to address customer questions & provide solutions to complaints
• Relationship Management Provides opportunities to form relationships with industry experts and brand advocates, for promoting your business.
Benefits
• Website MarketingOffers linking functionality to drive traffic to your website & can positively impact search engine optimization (SEO) as search engines factor social engagement.
• Lead GenerationHelps to generate leads with the use of apps & attaching free assets to content posts.
• SalesSupports the purchasing of products & services through ratings, reviews, recommendations, likes and shares.
PlanningTips
Planning Tip #1:Define Your Target Audience
• Age• Income level• Location• Education level• Hobbies
Planning Tip #2:
Choose Social Networks
that Reach Them
Who Uses …Gender Age Location Education Income
Women 18 - 49 Urban, Suburban & Rural
Non-high school grad to went to college
<$30K - >$75K
Women & Men
18 – 29 Urban, Suburban & Rural
Some college experience or went to college
<$30K - >$75K
Women 18 - 25 Urban & Suburban
Went to college <$30K - >$75K
Women & Men
30 – 64 Urban & Suburban
Went to college >75K
Women 18 - 64 Urban, Suburban & Rural
Some college experience or went to college
$30K - $75K+
Source: Pew Research, Social Media Update 2014
Planning Tip #3:Set Goals
SpecificMeasurableActionableRealisticTime bound
Five Examples of Social Media Goals
• Enhance brand awareness/loyalty• Increase website traffic• Improve customer service• Increase customer reach• Generate online leads or sales
Five Examples of Social Media Goals
Small Business Mid-Sized Enterprise0%
10%
20%
30%
40%
50%
60%
70%
80%
Brand Awareness Web TrafficLead Generation Customer ReachCustomer Service
Perc
ent o
f Com
pani
es in
whi
ch th
is go
als i
s is a
prio
rity
Source: Trust Radius, 2015
Planning Tip #4:Create a Social Media Team
Internal Staff & External Freelancers• Content creators
o Writerso Graphic designerso Audio & video technicians
• Sharers – resources that search for opportunities to promote the business
• Conversers – resources assigned to participate in your and others’ social media conversations
• Analysts – resources that analyze & report on the performance of social media efforts
Planning Tip #5:Build a Content Plan
• Identify audience needs & interests
• Research competitor efforts
• Develop an editorial calendar
• Follow social media network best practices
How to: Identify Audience Needs & Interests
Ask your Audience
Search Like a Customer
Eavesdrop
Social Media
Websites & Blogs
How to: Research Competitor Efforts
Review Published Content
Search
Social MediaWebsites & Blogs
How to:Research Competitor Efforts
Eavesdrop on Conversations
Website & Blog Comments
Social Media:Friends, Followers,
Connections & Communities
How to:Develop an Editorial Calendar
Sun Mon Tue Wed Thur Fri Sat
Specify:
• Theme
• Copy, media, hashtags & website links
• Time
Follow Best Practices for Each Network
• Posting frequency
• Picture dimensions o Search Google Docs for “Always Up-To-Date Social
Media Image Sizes Cheat Sheet”
• Video length
• Character length
• Hashtags
Planning Tip #6:Analyze the Results
• Hard metrics (quantitative) – engagement, reach, impressions
• Soft metrics (qualitative) – online perceptions & sentiments
Monitor Performance & Conversations
Analytic Tools
Built-in Analytics
Third-party Analytics
Google Analytics
Conduct Ongoing Research
Email & Online Surveys
Listen & Join Conversations
Social Media Polls
Planning Tip #7:Retool Your Strategy
• Keep pace with digital marketing changes
• Improve performance of under-performing efforts
• Check that original goals still apply
• Take advantage of new content opportunities
www.carrolltraining.com/powerbrewMary Ann Davis
about.me/mary_ann_davis
