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Social Media
What is Social Media?
Social media are interactive digitally mediated technologies that facilitate the creation or sharing/exchange of information, ideas, career interests, and other forms of expression via virtual communities and networks.
Social Media is important because it:
- Expands marketing efforts
- Builds brand awareness
- Most powerful tool to drive "word of mouth"
- Attracts buyers
- Is where a buyer persona is made public
For Social Media to be successful you must align your strategy with your business goals and objectives. These goals should be SMART (Specific, Measurable, Attainable, Relevant, and Timely) a sample for a 30 year old single male persona would be:
- Specific - "Helpful and funny educational videos"
- Measurable - Reach 100,000
- Attainable - By the end of the year
- Relevant - They can interact and utilize an app to track success
- Timely - Seasonal, Holiday, time in life factors
In building a Social Media Strategy - we explain:
- Social Medial Channels
- Impact of social listening and engagement
- Content Strategy for your social media plan
- Identify metrics, which are crucial for success
- Integration of Social Media into other demand generation efforts
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Creating a strong social media strategy is key to successfully engaging customers and promoting your company. Customers and prospects are using social media and might even be using it to talk about your company or your products — positively or negatively.
Developing a promotion takes advantage of social and digital technologies helps shape the conversation, build loyalty, and attract new customers and partners.
Social Media allows you the opportunity to create a one-on-one relationship with thousands of prospective, current, and former customers.
Did you know???
People are 60% more likely to buy if a friend/family member posted about a product on social media.
Social Medial Channels
Personal Pages
- Limited to 5k friends
- Facebook won't let you run a business through a personal pages
Business Pages
- No limit to number of friends
- Analytics
- Advertising Access
- Average life of a post is a couple hours
YouTube
2nd largest social network and 2nd largest search engine
- 5 Billion vides are watched on YouTube per day
- Reaches more 18-49 year olds than any other network
- Helps with SEO
- Highest referral rate of Social Media platforms
- Cost to create quality videos
- Need great content
90% of audience is under the age of 35
- Owned by Facebook
- Fastest growing
- People want to be entertained/educated by interesting visuals
- Fun filters and visuals
- Enable a Shop Button - requires Facebook Business Page
- 80% of users follow at least one brand account
- 10x higher engagement than Facebook
- 54x higher engagement than Pinterest
- 84x higher engagement than Twitter
Microblogging Social Media - which includes Tweets, Photos, animated .gifs
- What's trending with industry, brands, customers
- Tweets should be sent out frequently (in fact, more frequently than other platforms)
- Twitter is where customers express both positive and negative satisfaction with services
Periscope (owned by Twitter and similar to YouTube)
- Over 350,000+ hours of live video are streamed on Twitter every day
- Average life of a "Tweet" is a few minutes
Most B2B marketers use LinkedIn
- Similar to Facebook with status updates
- Lookup individuals and prospects
- Build thought leadership
- Offers value through targeted advertising
- Access to LinkedIn Groups
- Share content that will drive links (and traffic) back to your website
Series of shared bulletin boards
- Reflects what is unique to an individual
- Average life of a "Pin" is 3 months
- 40% of new signups are men (though the Social Media platform is still dominated by women)
SnapChat
Stories (like Instagram) disappear after 24 hours
- Lost some market share when Instagram Stories launched
- Filters to liven up videos
- Largest audience is 12-24 (Younger Audience)
Social Media Content
Social Media Strategy
Creating a strong social media strategy is key to successfully engaging customers and promoting your company. Customers and prospective ones are using social media to talk about your company and your products — positively or negatively.
A promotion plan shapes and defines the conversation, builds loyalty, and attracts new customers and opportunities.
Text
Text is decreasing in popularity, but is necessary to develop SEO.
Video
Photos, Videographics, Videos, Animated GIFS
- 4x more consumers would rather watch videos than read
- Can be shared on any platform
Stories
Conversational stories - share fast content, polls,
Quizzes, Surveys, and Polls
Builds brand awareness and affinity.
Realtime Marketing
Boosts brand recognition and engagement - sometimes called "Newsjacking"
- Need to create content immediately
- Fun days "National Basketweaving Day"
Influencer Marketing
People who have large followings and are able to influence buying behavior.
- Usually more cost effective then getting a celebrity endorsement
User Generated Content
Best type of social content because people trust content shared by an "average" person versus a brand.