DIGITAL MARKETING 101: SOCIAL MEDIA Strategy, Implementation & Tracking

AGENDA

By the Numbers

The Call to Action

Social Strategy

Social Implementation

Social Measurement

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BY THE NUMBERSDid you know that every day on the internet:

There are 4.75 billion pieces of content shared

There are 1.8 billion photos uploaded

There are 700 million Snapchats

There are 500 million tweets

“Every hour, enough information is consumed by internet traffic to fill 7 million DVDs. And four years from now, it’ll be four times larger than that.”

- Times Magazine

Of all internet users, worldwide:

67% are on Facebook62% are on YouTube17% are on Twitter

SO WHAT DOES THAT MEAN TO YOU?

Your prospects, shareholders, clients and competition are online

If you aren’t there, you’re missing the mark

SOCIAL STRATEGY Planning, Vision & Direction

GOALS OF SOCIAL MEDIA PARTICIPATION

I. Online to offline relationship building Platforms change all the time Your following is fleeting If you don’t capture their info before they leave a platform, it’s gone for good

II. Real-time data capture Clients and Prospects Competition

III. Having great ideas and concepts that tie into your brand

IV. Knowing how to convey your information in each platform, properly You cannot be all things to all people in all places Jack of all trades, master of none

V. Harness the power of word of mouth You control 100% of your content offline

CREATION OF SOCIAL MEDIA STRATEGYBusiness Objective What are you trying to achieve as an organization? How can social media help you with that? Does this tie in with your brand and overall business purpose?

Desired audience What do they care about? What are they reading, liking and sharing?

Identify content to share Use the 4-1-1 rule of content Created and/or repurposed (you’ve most likely already create some information internally)

Decide on platforms & frequency of use Test, review, grow

STRATEGY CHALLENGES & SOLUTIONS3 of the biggest challenges [Items that you should tackle]1. Limited time2. Networks are likely going to change3. Not completely positive on how to measure it

Solutions1. Identify the amount of time you have to tackle it2. Maximize your time and reach by utilizing tools [see handout]3. Decide on the content that you want to put out4. Break up which portion of the content will be used on each platform5. Find tools that you are comfortable using to track progress

SOCIAL IMPLEMENTATION Where, what & when to participate

PLATFORMS AT A GLANCEFacebook [use ad platform to see if your target market is there] Most broad and wide spread platform

Twitter Similar appeal to Facebook; however, it is short and focuses on quick trendy response

Instagram Fastest growing platform today Falls into the ideal form of learning [visual]

LinkedIn Looking for B2B or Staffing needs

Vine Creativity and brevity reigns supreme. Be useful, be creative, be brief

Snapchat 77% of college students use Snapchat Appeal is in the fact that the information has to be timely, as it deletes after viewing

THE DAILY CHALLENGE#1 Question to consider before you post

Is this content or information going to add value to your followers and users?a. If so, your content will be used, shared and your reputation will grow

Remember that people will engage with and ultimately buy from those they

KNOW – LIKE - RESPECT

HASHTAGS – WHO NEEDS THEM?Hashtags represent a few things for your post1. A way to catalog your content2. A way to brand your messaging3. A way to drive traffic to your site and/or campaign

#SelfControl• 3 tags of less, per post [any more is spammy]#Relate• Don’t hijack a hashtag• If you are going to use a current one, be relevant#GetSpecific• Use #baconforpresident, instead of #bacon• More specific # will yield specific results for you#CallToAction• Hashtags only work with a call to action• Tell followers what to do [contest, campaign, etc.]

#SearchTermSavvy• Think past your brand with your hashtags• Example: a gym uses #sweatingtogether

• Potentially linked to other post that don’t align with your image

#DoubleCheck• Continue to check if your # can be misconstrued at all#KnowYourDarkSide• Don’t use #s that can blow up in your face#Readability• Keep it short, memorable and easy to spell

The Rules of Hashtags

THE GOOD, THE BAD, THE UGLYThe Wedding Story [Good] Audi’s R8 Campaign [Good]

THE GOOD, THE BAD, THE UGLYSeattle Seahawks [Bad] DiGiorno Pizza’s Campaign [Bad]

THE GOOD, THE BAD, THE UGLYMcDStories Campaign [Ugly] NYPD Campaign [Ugly]

SOCIAL MEASUREMENT What to track, how to track and why

3 MEASUREMENT TIPS1. Good measurement starts with accurate data

• Conversations that generate leads• Brand mentions (good and bad)• Potential customers• Competitive and market insight

2. Measure what matters, not what’s easy• Define what engagement means to you and track it• All measures of engagement should tie into your company goals or brand objectives

3. Marketers must integrate social media into all stages of the sales funnel• Top of Funnel Impact [views, likes, follows or subscriptions]

• Metric helps to establish brand recognition• Middle of Funnel Impact [visits, page views, shares, retweets, comments and inbound links

• Metric indicates a person is interested in your brand• Bottom of Funnel Impact [form completions, sale, register for ecampaign]

• Metric indicates the potential transition to a promoter of your brand

KEYS TO REMEMBER Take aways and actionable steps

1. Understand how social ties back to your business goals

2. Make sure to connect to your current customers on social

a. You can ask what platforms they are on and have them add you

b. Create a contest or campaign to encourage they connect with you

3. Create content that adds value to your audience

a. If it’s not valuable to them, it’s useless

b. Remember that it’s NOT about you -initially

4. Give them a reason to share and advocate on your behalfThis is accomplished in 1 of 3 ways

i. Relevance: make it so compelling and timely that it will be shared

a. Give Miley Cyrus/BLVD Hotel & Spa example with My Friend’s Place & the 2014 VMAs

ii. Value-drive: it would add immediate value, as in a coupon codea. A good offer, interesting and worth of sharing [“Dirty Dozen”

organic fruit example]b. 20% off for the month for in store people that are correct

iii. Ask: increases the sharing probability by about 20%a. If you have rapport with your audience, they will respondb. This ONLY works if you are giving around 90% of the time and

only asking about 10 %

5. Understand, through reporting, what social media platforms your should be on & why

a. Look at your engagement numbersb. Know what it meansc. Make adjustments when necessary

6. Create an internal social media policya. Employees are an extension of the brandb. Employees are ambassadors of a businessc. The policy needs to align with the business

social media goalsd. Allow people flexibility within

Top 6 Things to do to have Social Media success

DIGITAL MARKETING 101: SOCIAL MEDIAColin DiazSanta Fe Springs Chamber

562.944.1616 ext. 107diaz@sfschamber.com

For your social post at events

#SFSChamber

#SFSSeminars

#DigitalMarketing101