GRCC Interactive Marketing Workshop GRCC Interactive Marketing Workshop Social Media Optimization Social Media Optimization   

How to Connect with Your Clients Online Using Compelling Content, Innovative Design, Search Engine & Social Media

optimization: A Workshop in Four Parts

Part 1: Social Media Optimization: Part 1: Social Media Optimization: ‘‘Tweeting, Liking and LinkingTweeting, Liking and Linking’’

Cindy Simons BennettCindy Simons BennettWillow Tree MediaWillow Tree MediaInteractive MarketingInteractive Marketing

WillowTreeMedia.comWillowTreeMedia.com

Facebook.com/Facebook.com/WillowTreeMediaWillowTreeMediaTwitter.com/Twitter.com/WillowTreeIncWillowTreeInc

Linkedin/Linkedin/Cindy Simons BennettCindy Simons Bennett

Viewtron 1980 – 1988Viewtron 1980 – 1988

Quantum (AOL) 1989 Quantum (AOL) 1989

Website /Child of My DreamsWebsite /Child of My Dreams

http://www.organon-usa.com/

Create an understanding of Social Media Marketing: the variety of tools available,

the value to your business and how and why to implement a plan

within your own organization.

The Goal Of This WorkshopThe Goal Of This Workshop

• Heard it called social NOTworking

What is Social Networking?What is Social Networking?

Wikipedia defines it as:

• A group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user generated content.

• I define it by saying “It isn't about pushing a product -- it's about two-way conversations”

• And it encompasses more than just Facebook & Twitter.

What is Social Media Marketing?What is Social Media Marketing?

• 73% of businesses will increase the use of Social Media Marketing in 2011.

• 75% of all Americans use a social network.

• 25% of all online time is spent on social networks.

• Visits to networking websites increased 53% from last

year.• A teenagers sent or received over 35,000 text messages: 1 message every 15 mins-24 hours a day 365 days a year.

Social Media Marketing 2011Social Media Marketing 2011

• Facebook• Twitter• Linkedin• Location Based Marketing• Blogs• YouTube/Vemeo• Groupon• Mobile• Your Website

Social Media ToolsSocial Media ToolsMore than just a tweet and a likeMore than just a tweet and a like

Facebook DemographicsFacebook Demographics

Facebook Stats & DemographicsFacebook Stats & Demographics• Demographics: 46% Male & 54% Female• Education:

• College = 28%• Graduates = 22%• High School = 21%• Other = 29%

• 70% of the US (149M) login daily, 500M Users• 70% of small businesses on FB, up 50% in 1 year• 41% login everyday• 30% use mobile• 40% follow a brand• 51% of followers will purchase from that brand

Facebook ApplicationsFacebook Applications• Facebook Deals• Facebook Places• Create Incentives and “events”• Crowdsourcing• Check-ins• Games• Ecommerce• Contests & Voting• Sponsor Apps• Advertising

Twitter DemographicsTwitter Demographics

Twitter Stats & DemographicsTwitter Stats & Demographics• Demographics: 48% Male & 52% Female• Education:

• College = 28%• Graduates = 22%• High School = 7%• Other = 17%

• 106M Users, 2 hours & 12 min per day in US• 60% are out of the country.• 66.93% of iphone users are in US• 52% update their status everyday• 37% use mobile• 25% follow a brand• 67% of followers will purchase from that brand

Twitter StatsTwitter Stats• Users with over 1800 followers tweet 10x a day• High abandonment rate = difficult to use• Funnel followers to your website or email list• Way to connect with customers, good & bad• Branding & marketing your products & brand

loyalty• Can get accurate & timely customer feedback• Post News• Can go viral more easily with retweets• Spying on competition, opportunities• Increase search engine visibility

LinkedIn DemographicsLinkedIn Demographics• Average Age: 41• Household Income: $109,703• Male: 64%• College Grad/Post Grad: 80.1%•Executives from all Fortune 500 companies• Business Decision Maker: 49%• 24% Have a Portfolio Value of $250k•Launched 7 years ago has now 66,266,528 members•36.5M people visit LinkedIn every month•60% are out of the country.

LinkedIn StatsLinkedIn Stats• Best if B2B consulting, services or products• 1 or 2x a week, answer questions, groups & updates• Create a company profile• New customers with online recommendations• Keep in touch with people who work(ed) with you• Build an industry network online and off• Get answers to tough questions & win new business by

answering questions• Raise funding

Business BlogsBusiness Blogs

Business Blog DemographicsBusiness Blog Demographics• 70% are white• Average of 37.6 years old• At least 2 years of college• An annual income above $55,800• 77% of internet users say they read blogs• 11% read blogs every day• 33,000,000 blogs indexed• 900,000 number of blog posts in a 24 hrs

period• 59% of bloggers who have been blogging for

at least 2 years

.

Business BlogsBusiness Blogs• Readership of blogs projected to be

145.3M (60% on internet users in 2012)• Advertising on US blogs will reach $746 M

in 2012• Displays a business’s personality & voice• Helps connect & interact with the

readers• Helps with Search Engine

Optimization

.

Your WebsiteYour Website

Your WebsiteYour Website• Your home base where you can stay in contact

with your customers• Everything begins with a website• Essential part of any online strategy• Must keep it relevant and fresh and engaging• Waste of program to move traffic

to your website unless you give your customer reasons to interactwith and a call to action

Your WebsiteYour Website

Youtube & VimeoYoutube & Vimeo

YouTube & VimeoYouTube & Vimeo• YouTube accounts for 86% of video

watching. Hulu 7%• Reaches 47% of the ages 25 to 54

demographic in a month• 75% of all internet users view video

each month• Video can help you with Search Engine

Optimization

Location Based MarketingLocation Based Marketing

Location Based DemographicsLocation Based Demographics

• Early Adapters & Trend Setters• Age under 35• Respondents who had signed up for text

alerts said it made them more likely to visit the company’s website (34%), visit the store (33%) and purchase the product being promoted, either in online (28%) or in the store (27%).

.

Location Based Marketing Location Based Marketing (ex: foursquare, Gowalla)(ex: foursquare, Gowalla)

• Allows users to share, meet up, & recommend places based on their physical coordinates

• Can help drive traffic to brick & mortor• Must be specific with your goals• Track everything• Adapt to changes applications• Avoid pitfalls

.

Group Buying DiscountsGroup Buying Discounts

Group Buying DemographicsGroup Buying Demographics• 68% are age 18 – 34, 18% are 35-44• 49% single, 33% married• 29% make $100 +, 19% $70-$99, 20% $50k -$69• 77% Female• 23% Male• Spend an average of above the value• They’re socially active, both online and off.• 50% go out twice a week or more• Habitual users of Facebook,Twitter, blogs, etc

Group Buying DiscountsGroup Buying DiscountsThere are pluses and minuses (ex: GROUPON,

BuyWithMe)Pluses:

• Bargains sought in this economy• Introduce a new product• Quick cash• New customers

Minuses:• Not profitable• Loss of revenue• Better once they are in the store

.

Mobile MarketingMobile Marketing

Mobile Marketing DemographicsMobile Marketing Demographics•18-34 year olds, have accepted this marketing medium

•Older demographics continue to slowly adapt

•Hispanics have their mobile phones with them more and are one of the leaders in participating in coupon deals.

Mobile MarketingMobile Marketing• It is an emerging trend in 2011• 2009 $40 billion worth of offline

coupons industry-wide we redeemed.• Forecast that in 2011, over $2 billion

will be redeemed via mobil alone.• Must be simple• Must be time sensitive• Must be every changing.

Social Media & Your BusinessSocial Media & Your Business• Define your Audience• Identify staff member or team. In-house or

outsource?• Create a strategy; tactics and tools• Establish a mechanism for listening• Quick Response Team • Define the Rules of Engagement with you

Customers• Measurement.

Social Media & Your BusinessSocial Media & Your Business Social Media ManagerSocial Media Manager

• Marketer first, social media marketer second• Good writing skills• Understands content drives social media• Embraces the “social” aspect of social media• Wants to learn all the ins & outs of social media tools• Must move quickly• Not a diva• Think strategically• BONUS: Comes with a social media audience

Social Media & Your Business: Social Media & Your Business: MeasurementMeasurement84% of those using social media do not measure ROI!Analyze the metrics by monitoring on a keyword monitoring system.

• Conversions• Increase of users on your website or blog• Number of Opt-ins• Use Bit.ly to see which tweets and updates got the most clicks• Referral sources in your Google analytics• How many visitors made a purchase or signed-up for your

newsletter• Facebook Insights• Use Hootsuite for your campaigns• http://wiki.kenburbary.com/

The Future Of Social Media MarketingThe Future Of Social Media Marketing

• Unique Communities Built Around a Personal Interest

• Convergence of Static Websites & Social Platforms

• Rise in Popularity of Location Based Promotions

• Email will Integrate with Social Media• Information Sharing Through Social Media Will

Expand• Social Media Measurement will Continue to Challenge

Marketers

.