Social Media Fundamentals

About MeVictor Manuel Ramirez has worked as a digital marketing consultant with various startups and small businesses in the New York City area for over 5 years.Since attending Penn State for business management and administration, he has coordinated campaigns with brands such as Citadel Broadcasting, ADIDAS, Vitamin Water, Red Bull, Clear Channel, and Diageo.His specialties include SEO, mobile accessibility, social

media strategy, and brand development. In his free time, Victor studies web development and sings in a Misfits cover band.

Social Media Marketing

“The process of gaining website traffic or attention through social media sites.”

Why Not?

● I don’t have the time● I don’t know what to do, so I do nothing.● Social media is not right for me.● I’m in a small niche and am known to all the

people who need to know me● I don’t see how social media can help me do

my job● There are too many options (LinkedIn,

Facebook, Twitter, Blogs, Pinterest, Google+, etc.)

Marketing: Old VS New

Targeted Interruption to Convince

Engagement & Dialogue for

Preference & Loyalty

Ideas First, Tools Change

What’s Your Pitch?

The elevator pitch is dead - be able to describe your business in 140 characters or less

What’s Your Goal?

AuthorityAwareness

ReachEngagementInfluence

MonitoringSalesLoyalty

What’s Your Relationship?

NoneAware of you, but never actedActed onceRepeat actions/enthusiastsAdvocates

Forrester Social Technographics Ladder

What’s Your Thing?

Volvo = SafetyApple = Innovation

Disney = MagicYou = ???

Note: This is a high level goal. You might need an ad agency to help you out.

How Are You Human?

Social media is about people, not logos

How Will You Measure?

Determine social media metrics (KPIs) before you get started

Measured Goal - Awareness

Web trafficWeb traffic referralsSearch volume trendsFollowers, fans, friendsSocial mentionsShare of voice

Measured Goal - Sales

Web trafficTime spent on siteBounce rateRepeat visitsContent acceptance rateSocial connectivity within sales funnel

Measured Goal - Loyalty

Time spent on siteRepeat visitsFollowers, fans, friendsRepeat social mentionsShare of voiceRecommendations and reviewsCustomer service metricsSocial connectivity among purchasers

Does It Work?

Are you making or saving more money than you did before you got involved?

Research

1. Look at your competitors on Google and social search

2. Is a particular social channel worth it?

3. How do they present themselves?

Facebook Research

1. How active is your competitor on Facebook?

2. Are their users engaged?

3. What type of content are they posting and how often?

4. What can you duplicate and what gaps can you fill?

Twitter Research

1. Who is your competitor following and who follows them?

2. Search twitter for their handle. Are they engaged?

3. What type of content are they posting and how often?

4. What can you duplicate and what gaps can you fill?

Other Research

1. Community

2. Engagement

3. Content

4. Actions

Post Types

Customer ServiceSeasonal ContentCustomer RecognitionBrand IdentityPeak Behind the CurtainBrand Specific ContestsPromotions

Post Types

ContestQuoteFactKey Point + ArticlePhotoAnswer QuestionsLISTS, FTW!

Formula s

Witty > DescriptiveLink Bait

Fill the Gap

Tweet Structure

1.Headline or phrase2. Link3. Hashtag4. No more than 120 characters

Find Your Ron Swanson

MOAR Tools

HootSuite - ManagementSprout Social - ManagementMention - ListeningCompfight - ImagesGoogle Analytics - MeasurementWooBox - Contests & MoreOfferPop - Contests & More

Brands to Emulate

Twitter:Zappos, Dunkin Donuts, ChipotleFacebook:Red Bull, Skittles, ZapposTumblr:Jimmy Fallon, Roberta’s Pizza, Parks & RecVine:

Brandsonvine.com

Mistakes

1. Timing doesn’t matter2. Hiding from customers3. Shares matter, not traffic4. People read content during the same peak

times they share it5. Focusing on all social channels6. Sharing your content once7. Slow and steady wins the race

Don’t Be STOOPID

Don’t Be RLY STOOPID

Closing

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Look for future courses!

Connect with me @isvictorious