Learn How to Use Social Media to Promote amp Grow Your Brand

For Colorado WIC Wellness Coordinators

lowast From Boston Massachusetts lowast I have worked MassWIC for over 27 years lowast Marketing amp Media Manager for last 15 years lowast Irsquom NOT a social media expert ndash but I love it

Karan DiMartino

In the early days of Social Media it was viewed as a fad that was all the rage among teenagers Today teenagers are interacting with their grandparents via social media

lowast 93 of marketers are using social media

lowast Food is the top category on Pinterest making up 57 of discussions

lowast According to one study mothers with children under the age of 5 are the most active on social media

lowast Social Media has overtaken pornography as the 1 activity on the web

lowast Nearly 32 of people 18-24 use social networking in the bathroom Ewww

Fun Facts about Social Media

lowast From Boston Massachusetts lowast I have worked MassWIC for over 27 years lowast Marketing amp Media Manager for last 15 years lowast Irsquom NOT a social media expert ndash but I love it

Karan DiMartino

In the early days of Social Media it was viewed as a fad that was all the rage among teenagers Today teenagers are interacting with their grandparents via social media

lowast 93 of marketers are using social media

lowast Food is the top category on Pinterest making up 57 of discussions

lowast According to one study mothers with children under the age of 5 are the most active on social media

lowast Social Media has overtaken pornography as the 1 activity on the web

lowast Nearly 32 of people 18-24 use social networking in the bathroom Ewww

Fun Facts about Social Media

In the early days of Social Media it was viewed as a fad that was all the rage among teenagers Today teenagers are interacting with their grandparents via social media

lowast 93 of marketers are using social media

lowast Food is the top category on Pinterest making up 57 of discussions

lowast According to one study mothers with children under the age of 5 are the most active on social media

lowast Social Media has overtaken pornography as the 1 activity on the web

lowast Nearly 32 of people 18-24 use social networking in the bathroom Ewww

Fun Facts about Social Media

lowast 93 of marketers are using social media

lowast Food is the top category on Pinterest making up 57 of discussions

lowast According to one study mothers with children under the age of 5 are the most active on social media

lowast Social Media has overtaken pornography as the 1 activity on the web

lowast Nearly 32 of people 18-24 use social networking in the bathroom Ewww

Fun Facts about Social Media

Increased Brand Recognition - Every opportunity you have to syndicate your content and increase your visibility is valuable

Improved Brand Loyalty - 53 of Americans who follow brands on social media are more loyal to those brands

Social media is a relationship builder Itrsquos important for brands to speak with consumers

Why Social Media is important

For every blog post image video or comment you share is a chance for someone to react and every reaction could lead to a site visit and eventually a new clients

Every social media profile you add is another path leading back to your website

Why Social Media is important

Decreased Marketing Costs - 84 of marketers found as little as six hours of effort per week was enough to generate increased traffic

Better search engine rankings - Google and other search engines have the capability to calculate their rankings using social media presence as a significant factor because of the fact that strong brands almost always use social media

Improves Customer Experience ndash It allows you to publicly demonstrate your customer service level and enrich your relationship with your customers

Improved Customer Insights - Social media also gives you an opportunity to gain valuable information about what your customers are interested in and how they behave via social listening

Why Social Media is important

1 Branding Massachusetts WIC and how it can work for your organization

2 Keys to developing an effective and comprehensive social media strategy ndash using Facebook amp Twitter

3 My Top 10 Steps to get started on Facebook 4 Learn how to use tools for measuring your social

media success

Learning Objectives

1 - Branding Massachusetts WIC

GOALS

Position Massachusetts WIC as a health and nutrition program for many types of families

Portray WIC as a friendly colorful child-oriented program

Social Marketing Approach

Branding Massachusetts WIC lowast Increasing awareness lowast Maintaining visibility lowast Conveying a consistent message lowast Portraying a uniform appearance (on all platforms)

Strengthening the relationships among staff participants retail stores and the community

Campaign Challenges

All of our TV Radio Print and Digital Ads are a positive message ndash focus on healthy foods nutrition education and of course cute kids

Any events we sponsor focus on health amp nutrition (ex Health amp Fitness Expo with WHDH-TV)

Any sponsorship package includes web and social media platforms (ie mobile ads banner ads streaming shout outs on

twitter facebook email blasts etchellip)

Branding Mass WIC in Media

Branding WIC

lowast Logo lowast Tagline lowast Language

lowast Colors lowast Images

All materials media and website should have the same

1 - Branding Massachusetts WIC

GOALS

Position Massachusetts WIC as a health and nutrition program for many types of families

Portray WIC as a friendly colorful child-oriented program

Social Marketing Approach

Branding Massachusetts WIC lowast Increasing awareness lowast Maintaining visibility lowast Conveying a consistent message lowast Portraying a uniform appearance (on all platforms)

Strengthening the relationships among staff participants retail stores and the community

Campaign Challenges

All of our TV Radio Print and Digital Ads are a positive message ndash focus on healthy foods nutrition education and of course cute kids

Any events we sponsor focus on health amp nutrition (ex Health amp Fitness Expo with WHDH-TV)

Any sponsorship package includes web and social media platforms (ie mobile ads banner ads streaming shout outs on

twitter facebook email blasts etchellip)

Branding Mass WIC in Media

Branding WIC

lowast Logo lowast Tagline lowast Language

lowast Colors lowast Images

All materials media and website should have the same

Branding Massachusetts WIC lowast Increasing awareness lowast Maintaining visibility lowast Conveying a consistent message lowast Portraying a uniform appearance (on all platforms)

Strengthening the relationships among staff participants retail stores and the community

Campaign Challenges

All of our TV Radio Print and Digital Ads are a positive message ndash focus on healthy foods nutrition education and of course cute kids

Any events we sponsor focus on health amp nutrition (ex Health amp Fitness Expo with WHDH-TV)

Any sponsorship package includes web and social media platforms (ie mobile ads banner ads streaming shout outs on

twitter facebook email blasts etchellip)

Branding Mass WIC in Media

Branding WIC

lowast Logo lowast Tagline lowast Language

lowast Colors lowast Images

All materials media and website should have the same

All of our TV Radio Print and Digital Ads are a positive message ndash focus on healthy foods nutrition education and of course cute kids

Any events we sponsor focus on health amp nutrition (ex Health amp Fitness Expo with WHDH-TV)

Any sponsorship package includes web and social media platforms (ie mobile ads banner ads streaming shout outs on

twitter facebook email blasts etchellip)

Branding Mass WIC in Media

Branding WIC

lowast Logo lowast Tagline lowast Language

lowast Colors lowast Images

All materials media and website should have the same

Branding WIC

lowast Logo lowast Tagline lowast Language

lowast Colors lowast Images

All materials media and website should have the same

Mass WIC has the 1 website in Department of Public Health

Massachusetts WIC has a positive image in the community

Consumers recognize the WIC logo in our grocery stores

Mass WIC is used as best practice for direct marketing in the state

Results

2 ndash Keys to Developing an effective social media strategy

Itrsquos more important to choose the sites that works best for you your organization goals and what your clients want - and then to engage them all well

Choose your Social Media Platforms

Itrsquos more important to choose the sites that works best for you your organization goals and what your clients want - and then to engage them all well

Choose your Social Media Platforms

Mass WIC Platforms

Follow us MassWIC

lowast Although some of the younger demographics are passing up Facebook in favor of tools like Instagram and Snapchat Facebook still dominates the market With 109 billion people logging in daily (a 16 increase year-over-year) its still the most popular social network around Not to mention Facebook owns 77 of all social logins

lowast If you want to reach consumers having a presence on Facebook is a given But to make the most of your Facebook Page -- to attract and engage visitors drive them to your website and convert them into leads (and eventually clients) -- you need to optimize your Facebook presence

Facebook Facts

lowast Although some of the younger demographics are passing up Facebook in favor of tools like Instagram and Snapchat Facebook still dominates the market With 109 billion people logging in daily (a 16 increase year-over-year) its still the most popular social network around Not to mention Facebook owns 77 of all social logins

lowast If you want to reach consumers having a presence on Facebook is a given But to make the most of your Facebook Page -- to attract and engage visitors drive them to your website and convert them into leads (and eventually clients) -- you need to optimize your Facebook presence

Facebook Facts

Facebook group helps black fathers shatter stereotypes support each other as dads lowast httpabcnewsgocomGMAFamilyfacebook-group-

helps-black-fathers-shatter-stereotypes-supportstoryid=52857831

Private Facebook group offers haven for single parents lowast httpabcnewsgocomGMAFamilyprivate-facebook-

group-offers-haven-single-parentsstoryid=52834189

How online communities are helping families

1) Create a business organization Page not a personal profile lowast First things first You need to create a business Page -- not a personal profile

-- to represent your Program Pages look similar to personal profiles but they include unique tools for businesses brands and organizations Your fans can lsquoLikersquo your Page to see updates from you in their News Feeds which is something they cant do for personal profiles

lowast Not only will this maximize Facebooks business potential for you but its actually against Facebooks Terms of Service to use a personal account to represent something other than that person like a business If youve already created a profile for your business youll want to convert it into a Business Page

lowast Setting up a page is simple Just follow the step-by-step setup instructions on Facebook

Top 10 Facebook Tips to get Started

3) Make sure you use your About section -- especially the preview lowast Your About section is one of the first places people will look when

they arrive on your Page A preview of it is located on the left-hand side of your Page beneath your profile picture and people can also navigate to the full section by clicking on the About tab at the top of your Page

lowast Be sure to optimize the preview section on the left side of your Page with brief yet descriptive copy to give visitors a sense of what your Page is about before they decide to lsquoLikersquo you This copy will get pulled from the Short Description you provide within your full About tab

lowast To edit your own About tab click on it hover over the section youd like to edit and click the pencil icon

Top 10 Facebook Tips

2) Add a unique cover photo lowast Facebooks page design lets you feature an 851 x 315 pixel cover photo at the top of your

Business Page You want your cover page to be unique lowast If you donrsquot have access to a graphic designer there are many websites that can help you

create banners I like wwwcanvacom

4) Earn the Very responsive to messages badge lowast If you respond quickly to most users who send you

messages on Facebook then you can earn what Facebook calls a Very responsive to messages badge Youll earn a Very responsive to messages badge which will appear below your Pages cover photo if you have a response rate of 90 and a response time of 15 minutes over the last seven days

lowast If youre responsive to messages but havent quite earned the badge Facebook will still show off how responsive you are to visitors

lowast If youre not very responsive to messages nothing will appear So while its not the end of the world if you dont respond having that badge lets users know your business is listening and cares about their needs

Top 10 Facebook Tips

5) Verify your page You can do this by going into settings under page verification This put the verify check mark next to your business name so folks know this is the actual site and not a fake Facebook page

Top 10 Facebook Tips

6) Prioritize quality over quantity lowast Two questions that come up a lot are How often should I

post to Facebook Will posting more frequently help me reach more people In short the answer is no At the end of the day how visible your posts are in peoples News Feeds comes down to the quality of your posts So dont overwhelm your lsquofansrsquo with content on Facebook and be selective about what youre publishing Spend more time crafting better Facebook posts and less time crafting a lot of Facebook posts Remember Its a marketers job to post content thats interesting entertaining helpful andor relevant to the audience This means picking relevant topics writing delightful copy and posting compelling images and videos

lowast Drive folks back to your website A lot of times people make the mistake of posting hyperlinks to other websites from news or other articles Try and make a point to drive folks back to your website whenever possible

Top 10 Facebook Tips

6) Prioritize quality over quantity lowast Two questions that come up a lot are How often should I

post to Facebook Will posting more frequently help me reach more people In short the answer is no At the end of the day how visible your posts are in peoples News Feeds comes down to the quality of your posts So dont overwhelm your lsquofansrsquo with content on Facebook and be selective about what youre publishing Spend more time crafting better Facebook posts and less time crafting a lot of Facebook posts Remember Its a marketers job to post content thats interesting entertaining helpful andor relevant to the audience This means picking relevant topics writing delightful copy and posting compelling images and videos

lowast Drive folks back to your website A lot of times people make the mistake of posting hyperlinks to other websites from news or other articles Try and make a point to drive folks back to your website whenever possible

Top 10 Facebook Tips

7) Post at the best times for your audience lowast Another common question Whenrsquos the best time to post to Facebook Unfortunately

theres no perfect answer -- different businesses may find different days and times work best for them Timing often depends on what your target audience uses Facebook for the region(s) youre targeting the content of your post (eg funny or serious) your goals (eg clicks versus shares) and so on

lowast That being said there is data out there on the best times to post on Facebook lowast The best time to post on Facebook is 300 pm on Wednesday Other optimal times

include 1200ndash100 pm on Saturdays and Sundays and 100ndash400 pm on Thursdays and Fridays

lowast Engagement rates are 18 higher on Thursdays and Fridays and weekdays from 100ndash400 pm tend to see the highest click through rates On Fridays Facebook use spikes by 10 Since people tend to be happier on Fridays post funny or upbeat content to match your audiences mood

lowast The worst times to post on Facebook are weekends before 800 am and after 800 pm

Think of this data as a general guideline

Top 10 Facebook Tips

8) Posting Tips lowast Remove links from your post copy When you

post an article from another website please remove the long URL

lowast You have the option to change the photo If you have a bank of photos you can brand certainly go that way instead

lowast Remember to post stories to drive folks back to your website whenever possible

lowast Use the Publishing tools to schedule your Posts This will save you time

Top 10 Facebook Tips

9) Add Facebook social media buttons to your website lowast Adding your Facebook button will help encourage visitors who

are on your website to also connect and interact with you on Facebook as well as spread your content and expand its reach

lowast The Facebook Follow Button lets you expand your Facebook reach by making it easy for your site visitors to Like your business Facebook Page with just one click It displays your pages number of Likes as well as faces of people who already like your page using social proof to amplify its effectiveness

Top 10 Facebook Tips

9) Add Facebook social media buttons to your website lowast Adding your Facebook button will help encourage visitors who

are on your website to also connect and interact with you on Facebook as well as spread your content and expand its reach

lowast The Facebook Follow Button lets you expand your Facebook reach by making it easy for your site visitors to Like your business Facebook Page with just one click It displays your pages number of Likes as well as faces of people who already like your page using social proof to amplify its effectiveness

Top 10 Facebook Tips

10) Facebooks Page Statistics lowast Facebook will tell you the number of clicks the button received

in the past seven days You can find this number by logging in going to your main Facebook Page and looking in the THIS WEEK column on the right-hand side

lowast Use Facebook Insights Facebook Insights is Facebooks internal analytics tool that helps you measure and analyze your Facebook presence The Insight button is on the top of your page This tool provides Facebook admins with analytics data about Page visits and engagement which can help you understand which content is and isnt engaging to your fans

httpswwwfacebookcomMassWIC

Top 10 Facebook Tips

Bonus Tip Add more than one Admin to your business account This lesson was learned after I was removed as the Admin It took over 3 weeks (and several notarized documentations later) to get back on our Facebook page Therefore adding at least 2 or 3 Admins will prevent you from getting locked out of your business page This is especially important if you only have one Admin What will do you if that person gets terminated or resigns without giving you the access to your page You may have trouble proving to Facebook that itrsquos your programrsquos business page lowast To add more Admins simply click on setting under page roles and

click to add another Admin Please note the new Adminrsquos email you enter needs to be attached to an active Facebook account

Top 10 Facebook Tips

lowast If you have the money to do Facebook ads or boost post I would recommend this

lowast MassWIC started advertising on Facebook in the past

year Results have increased our website presence followers has increased on all platforms and most importantly we saw an increase in caseload

To Boost or not to Boost

December Facebook Campaign

Locations US - Massachusetts Age - 18-34 Gender-Women Targeted Audience Behaviors gt Media gt Television lowast bullChildrens shows Behaviors gt Purchase behavior gt Buyer profiles lowast bullHealthy and fit Behaviors gt Purchase behavior gt Food and drink gt Cereal lowast bullChildrens cereals Behaviors gt Purchase behavior gt Food and drink gt Childrens food lowast bullBaby food and products lowast bullChildrens food lowast bullChildrens food and products Behaviors gt Purchase behavior gt Food and drink gt Fresh amp Healthy lowast bullFresh amp healthy

Behaviors gt Purchase behavior gt Kids products lowast bullBaby care lowast bullBaby toys lowast bullChildrens products Behaviors gt Purchase behavior gt Purchase types lowast bullChildrens apparel Demographics gt Generation lowast bullMillennials Demographics gt Home gt Household Composition lowast bullNew parents lowast bullWorking women lowast bullYoung amp hip

Target Audience

Demographics gt Parents gt All Parents lowast bull(0-12 months) New Parents lowast bull(01-02 Years) Parents with Toddlers lowast bull(03-05 Years) Parents with Preschoolers lowast bullExpectant parents lowast bullParents (All) Demographics gt Parents gt Moms lowast bullBig-city moms lowast bullCorporate moms lowast bullFit moms lowast bullGreen moms lowast bullMoms of preschool kids lowast bullNew Moms lowast bullSoccer moms lowast bullStay-at-home moms lowast bullTrendy moms

Demographics gt Relationship gt Relationship Status lowast bullComplicated lowast bullDivorced lowast bullIn a relationship lowast bullMarried lowast bullSeparated lowast bullSingle lowast bullUnspecified lowast bullWidowed Interests gt Additional Interests lowast bullBabies R Us lowast bullBaby food lowast bullBabyStealscom lowast bullBuy Buy Baby lowast bullChild lowast bullChild and Adult Care Food Program lowast bullChild care lowast bullChildbirth lowast bullCooking Healthy Food

Interests gt Additional Interests cont lowast bullNutritionist lowast bullOnline dating service lowast bullParent lowast bullParentingcom lowast bullPBS Kids lowast bullPowdered milk lowast bullPregnancy lowast bullPreschool lowast bullSuper Healthy Kids lowast bullSNAP lowast bullTarget Baby lowast bullTemporary Assistance for Needy Families lowast bullWIC

Interests gt Family and relationships lowast bullDating lowast bullFamily lowast bullFatherhood lowast bullMotherhood lowast bullParenting

Interests gt Fitness and wellness lowast bullNutrition Interests gt Food and drink gt Cooking lowast bullRecipes Interests gt Shopping and fashion gt Clothing lowast bullChildrens clothing

Target Audience

Glossary

Impressions - Number of times an ad was shown on someonersquos screen whether it was clicked or not one-person can count towards multiple impressions For example someone might see an ad posted in his or her news feed then a friend may share it later and they would see it again If the same person sees the same content two different times it equals two impressions Reach - Number of people ad was shown to 1 person = 1 unique reach Website Clicks - Number of times ad was clicked and user was led to website Cost Per Click - Actual price you pay for each click in a pay per click marketing campaign Frequency - Average number of times ad was shown to each person People Taking Action - The number of unique people who took an action such as liking your page For example if the same person likes and comments on a post they will be counted as 1 unique person

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

lowast If you have the money to do Facebook ads or boost post I would recommend this

lowast MassWIC started advertising on Facebook in the past

year Results have increased our website presence followers has increased on all platforms and most importantly we saw an increase in caseload

To Boost or not to Boost

December Facebook Campaign

Locations US - Massachusetts Age - 18-34 Gender-Women Targeted Audience Behaviors gt Media gt Television lowast bullChildrens shows Behaviors gt Purchase behavior gt Buyer profiles lowast bullHealthy and fit Behaviors gt Purchase behavior gt Food and drink gt Cereal lowast bullChildrens cereals Behaviors gt Purchase behavior gt Food and drink gt Childrens food lowast bullBaby food and products lowast bullChildrens food lowast bullChildrens food and products Behaviors gt Purchase behavior gt Food and drink gt Fresh amp Healthy lowast bullFresh amp healthy

Behaviors gt Purchase behavior gt Kids products lowast bullBaby care lowast bullBaby toys lowast bullChildrens products Behaviors gt Purchase behavior gt Purchase types lowast bullChildrens apparel Demographics gt Generation lowast bullMillennials Demographics gt Home gt Household Composition lowast bullNew parents lowast bullWorking women lowast bullYoung amp hip

Target Audience

Demographics gt Parents gt All Parents lowast bull(0-12 months) New Parents lowast bull(01-02 Years) Parents with Toddlers lowast bull(03-05 Years) Parents with Preschoolers lowast bullExpectant parents lowast bullParents (All) Demographics gt Parents gt Moms lowast bullBig-city moms lowast bullCorporate moms lowast bullFit moms lowast bullGreen moms lowast bullMoms of preschool kids lowast bullNew Moms lowast bullSoccer moms lowast bullStay-at-home moms lowast bullTrendy moms

Demographics gt Relationship gt Relationship Status lowast bullComplicated lowast bullDivorced lowast bullIn a relationship lowast bullMarried lowast bullSeparated lowast bullSingle lowast bullUnspecified lowast bullWidowed Interests gt Additional Interests lowast bullBabies R Us lowast bullBaby food lowast bullBabyStealscom lowast bullBuy Buy Baby lowast bullChild lowast bullChild and Adult Care Food Program lowast bullChild care lowast bullChildbirth lowast bullCooking Healthy Food

Interests gt Additional Interests cont lowast bullNutritionist lowast bullOnline dating service lowast bullParent lowast bullParentingcom lowast bullPBS Kids lowast bullPowdered milk lowast bullPregnancy lowast bullPreschool lowast bullSuper Healthy Kids lowast bullSNAP lowast bullTarget Baby lowast bullTemporary Assistance for Needy Families lowast bullWIC

Interests gt Family and relationships lowast bullDating lowast bullFamily lowast bullFatherhood lowast bullMotherhood lowast bullParenting

Interests gt Fitness and wellness lowast bullNutrition Interests gt Food and drink gt Cooking lowast bullRecipes Interests gt Shopping and fashion gt Clothing lowast bullChildrens clothing

Target Audience

Glossary

Impressions - Number of times an ad was shown on someonersquos screen whether it was clicked or not one-person can count towards multiple impressions For example someone might see an ad posted in his or her news feed then a friend may share it later and they would see it again If the same person sees the same content two different times it equals two impressions Reach - Number of people ad was shown to 1 person = 1 unique reach Website Clicks - Number of times ad was clicked and user was led to website Cost Per Click - Actual price you pay for each click in a pay per click marketing campaign Frequency - Average number of times ad was shown to each person People Taking Action - The number of unique people who took an action such as liking your page For example if the same person likes and comments on a post they will be counted as 1 unique person

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

December Facebook Campaign

Locations US - Massachusetts Age - 18-34 Gender-Women Targeted Audience Behaviors gt Media gt Television lowast bullChildrens shows Behaviors gt Purchase behavior gt Buyer profiles lowast bullHealthy and fit Behaviors gt Purchase behavior gt Food and drink gt Cereal lowast bullChildrens cereals Behaviors gt Purchase behavior gt Food and drink gt Childrens food lowast bullBaby food and products lowast bullChildrens food lowast bullChildrens food and products Behaviors gt Purchase behavior gt Food and drink gt Fresh amp Healthy lowast bullFresh amp healthy

Behaviors gt Purchase behavior gt Kids products lowast bullBaby care lowast bullBaby toys lowast bullChildrens products Behaviors gt Purchase behavior gt Purchase types lowast bullChildrens apparel Demographics gt Generation lowast bullMillennials Demographics gt Home gt Household Composition lowast bullNew parents lowast bullWorking women lowast bullYoung amp hip

Target Audience

Demographics gt Parents gt All Parents lowast bull(0-12 months) New Parents lowast bull(01-02 Years) Parents with Toddlers lowast bull(03-05 Years) Parents with Preschoolers lowast bullExpectant parents lowast bullParents (All) Demographics gt Parents gt Moms lowast bullBig-city moms lowast bullCorporate moms lowast bullFit moms lowast bullGreen moms lowast bullMoms of preschool kids lowast bullNew Moms lowast bullSoccer moms lowast bullStay-at-home moms lowast bullTrendy moms

Demographics gt Relationship gt Relationship Status lowast bullComplicated lowast bullDivorced lowast bullIn a relationship lowast bullMarried lowast bullSeparated lowast bullSingle lowast bullUnspecified lowast bullWidowed Interests gt Additional Interests lowast bullBabies R Us lowast bullBaby food lowast bullBabyStealscom lowast bullBuy Buy Baby lowast bullChild lowast bullChild and Adult Care Food Program lowast bullChild care lowast bullChildbirth lowast bullCooking Healthy Food

Interests gt Additional Interests cont lowast bullNutritionist lowast bullOnline dating service lowast bullParent lowast bullParentingcom lowast bullPBS Kids lowast bullPowdered milk lowast bullPregnancy lowast bullPreschool lowast bullSuper Healthy Kids lowast bullSNAP lowast bullTarget Baby lowast bullTemporary Assistance for Needy Families lowast bullWIC

Interests gt Family and relationships lowast bullDating lowast bullFamily lowast bullFatherhood lowast bullMotherhood lowast bullParenting

Interests gt Fitness and wellness lowast bullNutrition Interests gt Food and drink gt Cooking lowast bullRecipes Interests gt Shopping and fashion gt Clothing lowast bullChildrens clothing

Target Audience

Glossary

Impressions - Number of times an ad was shown on someonersquos screen whether it was clicked or not one-person can count towards multiple impressions For example someone might see an ad posted in his or her news feed then a friend may share it later and they would see it again If the same person sees the same content two different times it equals two impressions Reach - Number of people ad was shown to 1 person = 1 unique reach Website Clicks - Number of times ad was clicked and user was led to website Cost Per Click - Actual price you pay for each click in a pay per click marketing campaign Frequency - Average number of times ad was shown to each person People Taking Action - The number of unique people who took an action such as liking your page For example if the same person likes and comments on a post they will be counted as 1 unique person

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

Locations US - Massachusetts Age - 18-34 Gender-Women Targeted Audience Behaviors gt Media gt Television lowast bullChildrens shows Behaviors gt Purchase behavior gt Buyer profiles lowast bullHealthy and fit Behaviors gt Purchase behavior gt Food and drink gt Cereal lowast bullChildrens cereals Behaviors gt Purchase behavior gt Food and drink gt Childrens food lowast bullBaby food and products lowast bullChildrens food lowast bullChildrens food and products Behaviors gt Purchase behavior gt Food and drink gt Fresh amp Healthy lowast bullFresh amp healthy

Behaviors gt Purchase behavior gt Kids products lowast bullBaby care lowast bullBaby toys lowast bullChildrens products Behaviors gt Purchase behavior gt Purchase types lowast bullChildrens apparel Demographics gt Generation lowast bullMillennials Demographics gt Home gt Household Composition lowast bullNew parents lowast bullWorking women lowast bullYoung amp hip

Target Audience

Demographics gt Parents gt All Parents lowast bull(0-12 months) New Parents lowast bull(01-02 Years) Parents with Toddlers lowast bull(03-05 Years) Parents with Preschoolers lowast bullExpectant parents lowast bullParents (All) Demographics gt Parents gt Moms lowast bullBig-city moms lowast bullCorporate moms lowast bullFit moms lowast bullGreen moms lowast bullMoms of preschool kids lowast bullNew Moms lowast bullSoccer moms lowast bullStay-at-home moms lowast bullTrendy moms

Demographics gt Relationship gt Relationship Status lowast bullComplicated lowast bullDivorced lowast bullIn a relationship lowast bullMarried lowast bullSeparated lowast bullSingle lowast bullUnspecified lowast bullWidowed Interests gt Additional Interests lowast bullBabies R Us lowast bullBaby food lowast bullBabyStealscom lowast bullBuy Buy Baby lowast bullChild lowast bullChild and Adult Care Food Program lowast bullChild care lowast bullChildbirth lowast bullCooking Healthy Food

Interests gt Additional Interests cont lowast bullNutritionist lowast bullOnline dating service lowast bullParent lowast bullParentingcom lowast bullPBS Kids lowast bullPowdered milk lowast bullPregnancy lowast bullPreschool lowast bullSuper Healthy Kids lowast bullSNAP lowast bullTarget Baby lowast bullTemporary Assistance for Needy Families lowast bullWIC

Interests gt Family and relationships lowast bullDating lowast bullFamily lowast bullFatherhood lowast bullMotherhood lowast bullParenting

Interests gt Fitness and wellness lowast bullNutrition Interests gt Food and drink gt Cooking lowast bullRecipes Interests gt Shopping and fashion gt Clothing lowast bullChildrens clothing

Target Audience

Glossary

Impressions - Number of times an ad was shown on someonersquos screen whether it was clicked or not one-person can count towards multiple impressions For example someone might see an ad posted in his or her news feed then a friend may share it later and they would see it again If the same person sees the same content two different times it equals two impressions Reach - Number of people ad was shown to 1 person = 1 unique reach Website Clicks - Number of times ad was clicked and user was led to website Cost Per Click - Actual price you pay for each click in a pay per click marketing campaign Frequency - Average number of times ad was shown to each person People Taking Action - The number of unique people who took an action such as liking your page For example if the same person likes and comments on a post they will be counted as 1 unique person

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

Demographics gt Parents gt All Parents lowast bull(0-12 months) New Parents lowast bull(01-02 Years) Parents with Toddlers lowast bull(03-05 Years) Parents with Preschoolers lowast bullExpectant parents lowast bullParents (All) Demographics gt Parents gt Moms lowast bullBig-city moms lowast bullCorporate moms lowast bullFit moms lowast bullGreen moms lowast bullMoms of preschool kids lowast bullNew Moms lowast bullSoccer moms lowast bullStay-at-home moms lowast bullTrendy moms

Demographics gt Relationship gt Relationship Status lowast bullComplicated lowast bullDivorced lowast bullIn a relationship lowast bullMarried lowast bullSeparated lowast bullSingle lowast bullUnspecified lowast bullWidowed Interests gt Additional Interests lowast bullBabies R Us lowast bullBaby food lowast bullBabyStealscom lowast bullBuy Buy Baby lowast bullChild lowast bullChild and Adult Care Food Program lowast bullChild care lowast bullChildbirth lowast bullCooking Healthy Food

Interests gt Additional Interests cont lowast bullNutritionist lowast bullOnline dating service lowast bullParent lowast bullParentingcom lowast bullPBS Kids lowast bullPowdered milk lowast bullPregnancy lowast bullPreschool lowast bullSuper Healthy Kids lowast bullSNAP lowast bullTarget Baby lowast bullTemporary Assistance for Needy Families lowast bullWIC

Interests gt Family and relationships lowast bullDating lowast bullFamily lowast bullFatherhood lowast bullMotherhood lowast bullParenting

Interests gt Fitness and wellness lowast bullNutrition Interests gt Food and drink gt Cooking lowast bullRecipes Interests gt Shopping and fashion gt Clothing lowast bullChildrens clothing

Target Audience

Glossary

Impressions - Number of times an ad was shown on someonersquos screen whether it was clicked or not one-person can count towards multiple impressions For example someone might see an ad posted in his or her news feed then a friend may share it later and they would see it again If the same person sees the same content two different times it equals two impressions Reach - Number of people ad was shown to 1 person = 1 unique reach Website Clicks - Number of times ad was clicked and user was led to website Cost Per Click - Actual price you pay for each click in a pay per click marketing campaign Frequency - Average number of times ad was shown to each person People Taking Action - The number of unique people who took an action such as liking your page For example if the same person likes and comments on a post they will be counted as 1 unique person

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

Interests gt Additional Interests cont lowast bullNutritionist lowast bullOnline dating service lowast bullParent lowast bullParentingcom lowast bullPBS Kids lowast bullPowdered milk lowast bullPregnancy lowast bullPreschool lowast bullSuper Healthy Kids lowast bullSNAP lowast bullTarget Baby lowast bullTemporary Assistance for Needy Families lowast bullWIC

Interests gt Family and relationships lowast bullDating lowast bullFamily lowast bullFatherhood lowast bullMotherhood lowast bullParenting

Interests gt Fitness and wellness lowast bullNutrition Interests gt Food and drink gt Cooking lowast bullRecipes Interests gt Shopping and fashion gt Clothing lowast bullChildrens clothing

Target Audience

Glossary

Impressions - Number of times an ad was shown on someonersquos screen whether it was clicked or not one-person can count towards multiple impressions For example someone might see an ad posted in his or her news feed then a friend may share it later and they would see it again If the same person sees the same content two different times it equals two impressions Reach - Number of people ad was shown to 1 person = 1 unique reach Website Clicks - Number of times ad was clicked and user was led to website Cost Per Click - Actual price you pay for each click in a pay per click marketing campaign Frequency - Average number of times ad was shown to each person People Taking Action - The number of unique people who took an action such as liking your page For example if the same person likes and comments on a post they will be counted as 1 unique person

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

Glossary

Impressions - Number of times an ad was shown on someonersquos screen whether it was clicked or not one-person can count towards multiple impressions For example someone might see an ad posted in his or her news feed then a friend may share it later and they would see it again If the same person sees the same content two different times it equals two impressions Reach - Number of people ad was shown to 1 person = 1 unique reach Website Clicks - Number of times ad was clicked and user was led to website Cost Per Click - Actual price you pay for each click in a pay per click marketing campaign Frequency - Average number of times ad was shown to each person People Taking Action - The number of unique people who took an action such as liking your page For example if the same person likes and comments on a post they will be counted as 1 unique person

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

December Results

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

December Results

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

Key Highlights

lowast MassWIC website grew to over 16000 hits in the month of December ndash we only average about 5K

lowast Over 80 of the lsquoPeople Taking Actionrsquo either shared our ad or click through to our site for even more information about the Program

lowast Although caseload numbers didnrsquot increase in December the reach of the campaign and awareness about the Program has

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

lowast Twitter was almost called ldquoFriendstalkerrdquo However the co-founderrsquos thought it would be cast off as ldquotoo creepyrdquo

lowast Twitterrsquos iconic bird logo is named after a sports legend Turns out the birdrsquos name is Larry Named after Bostonrsquos Celtics basketball legend Larry Bird Biz Stone confirmed this fact after Celtics VP asked him about it His guess was a slam dunk

lowast Katy Perry boasts the most Twitter followers The pop star has almost 85 million followers Fellow pop sensation Justin Bieber comes in second (77 million followers) and Taylor Swift third (73 million) The most followed brand on Twitter is not Twitter Itrsquos YouTube (61 million followers)

lowast Ellen Degeneres sent the most retweeted tweet Actor Bradley Cooper actually snapped the viral pic at the 2014 Oscar awards show Itrsquos been retweeted nearly 34 million times

Fun Facts about Twitter

Demographics

lowast Total Number of Monthly Active Twitter Users 330 million

lowast Total Number of Tweets sent per Day 500 million

lowast Percentage of Twitter users on Mobile 80

lowast 37 of Twitter users are between ages of 18 and 29 25 users are 30-49 years old

Twitter

lowast A great advantage of Twitter for businesses is that its users have a higher tendency to follow brands there than they do on any other platform

lowast Users are on the site to keep up-to-date about whatrsquos going on which is why celebrities do so well In fact so many Twitter-ers are there to listen and learn

lowast Only 60 are actually actively posting

lowast Twitter is the best platform for breaking news stories (MassWIC used it doing the federal shut-down)

Twitter

Twitter Time

lowast MassWIC started using Twitter in 2012

lowast We use it to promote our services nutrition breastfeeding outreach events and changes to the Program (ie food updates new App etchellip)

lowast We currently have about 3000Twitter followers

How MassWIC uses Twitter

Follow us MassWIC

1 Assigned an accountant manager 2 Assign days of the week for different units to contribute

ideas tweets etchellip Mondays -breastfeeding Tuesday -blog Wednesday -

nutrition tips Thursdays - safety tips amp Fridays - physical activity

3 Twitter has Trivia Tuesday Throwback Thursday Follow Fridays

4 Create a spreadsheet for staff to add tweets too Start with at least a month worth

Twitter Tips

lowast Tweet often At least once per day lowast Too busy Use Hootsuite or another dashboard app to

load all your tweets for the week lowast Follow others with same interests (WIC USDA etc) lowast Add pictures and URLs - itrsquos more likely to get

retweets (shorten url wwwtinyurlcom) lowast Use hashtags ndash whateverrsquos trending

(ieOrpah2020 healthyeating breastfeeding etchellip)

More Tipshellip

1 Assigned an accountant manager 2 Assign days of the week for different units to contribute

ideas tweets etchellip Mondays -breastfeeding Tuesday -blog Wednesday -

nutrition tips Thursdays - safety tips amp Fridays - physical activity

3 Twitter has Trivia Tuesday Throwback Thursday Follow Fridays

4 Create a spreadsheet for staff to add tweets too Start with at least a month worth

Twitter Tips

lowast Tweet often At least once per day lowast Too busy Use Hootsuite or another dashboard app to

load all your tweets for the week lowast Follow others with same interests (WIC USDA etc) lowast Add pictures and URLs - itrsquos more likely to get

retweets (shorten url wwwtinyurlcom) lowast Use hashtags ndash whateverrsquos trending

(ieOrpah2020 healthyeating breastfeeding etchellip)

More Tipshellip

lowast Tweet often At least once per day lowast Too busy Use Hootsuite or another dashboard app to

load all your tweets for the week lowast Follow others with same interests (WIC USDA etc) lowast Add pictures and URLs - itrsquos more likely to get

retweets (shorten url wwwtinyurlcom) lowast Use hashtags ndash whateverrsquos trending

(ieOrpah2020 healthyeating breastfeeding etchellip)

More Tipshellip

Twitter Analytics 1 Impressions number of times a user saw your tweet

2 Engagements number of times a users engages with tweets (clicks

retweets hashtags links etchellip) 3 Engagement rate (number of engagements divided by impressions)

httpsadstwittercomuserMassWICtweets

Tweet Activity

karandimartinostatemaus

617-624-6121

Follow us MassWIC

Questions