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Social Media Marketing 101
An Overview of the Basics
Stephen Foutes
Missouri Division of Tourism
Oct. 23, 2015
The Evolution of Marketing
Caveman’s Full-Color Ad for Horse Sale
Why Did Caveman Advertise?
To Sell Horses
The Question Is
What Do You Want
to Accomplish?
Social is Still “New”
2003* 2004 2005 2006 2010 2011
Types of Social Campaigns
• Brand Awareness
• In-Store Sales
• Build Following
• Engagement
• Drive Online Sales
• Promote an App
The Quick Tips
The Growth of Facebook
2005 – 5 million users
2007 – 50 million users
2009 – 350 million users
2011 – 845 million users
2013 – 1.23 billion users
2015 – 1.49 billion users
Other Social Outlets
• Pinterest – 100 million users
• Twitter – 316 million users
• Instagram – 400 million users*
• YouTube – 1 billion users**
*(Facebook owns Instagram)
**(One-third of all internet users)
When It Comes to Social Media …
http://wersm.com/facebook-is-the-most-effective-advertising-platform/
• Story on results from a
survey on e-marketer.com
• Ad execs rank FB as best
performing social network
• FB lauded for its “ad
targeting effectiveness”
Social Media is About Relationships
You Have to Get Followers
• You’ve built
it, but they
aren’t coming
• There are ways
to build a huge
following on
Social Media
Get Elected President
Pay For It!
VisitMO Today: Followers top 260k
VisitMO: Just Three Years Ago
Facebook Tools Make it Happen
Be Authentic and Transparent
• If you sell widgets, post
info about widgets
• Don’t try to be
something you’re not
• If you goof up, own it
(but maybe consult with
a PR pro on the best
way to do so)
Engage Your Community
• Post garnered
2,436 likes
• Had 153
comments
• Resulted in 633
shares
• Directed people
to our blog site
• Reached more
than 193,000
Show Your Fans Some Love
• If someone is talking
about your business on
social media – in a
positive way –
acknowledge them!
• ENGAGEMENT
MATTERS!
Use Photos and Videos
• According to Social Media Examiner’s 2015
Social Media Marketing Industry Report, 71% of
marketers use visual assets in their social media
marketing. The report also found that 73% of
marketers plan to use more images in 2015.
-- ViralTag.com
• Facebook’s video platform has placed
emphasis on importance of video content
Timing is Everything
• Get to know
your audience
• When are
they most likely
to connect
• What kinds of
content do they
want/expect
Microsoft
Keep Your Posts Short and Simple
Promote Your Accounts
Your Strategy Guides the Effort
• Best Practices Matter
• Rich Content
• Photos
• Attach Key Information
• Respect Length
• Active Calls to Action
• Editorial Calendar
• Themes
• Photos
• Timing the Material
• Events
• Ongoing Objectives
• Breaking News
• Photos
Don’t Forget Mobility
• 64% of American adults now own a smartphone of some
kind, up from 35% in the spring of 2011. Smartphone
ownership is especially high among younger Americans, as well
as those with relatively high income and education levels. (Pew
Research)
Social Marketing: The Recap
• Social Media is about Relationships
• Be authentic and transparent
• Engage your community
• Show your fans some love with unique content
• Use photos and videos
• Know the right time to post for your audience
• Keep posts simple and short
• And don't forget to promote your accounts
A Final Thought: Ambassadors