SCORE January 12, 2015 Albuquerque, NM Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web.
Download ReportTranscript SCORE January 12, 2015 Albuquerque, NM Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web.
SCORE January 12, 2015 Albuquerque, NM Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing [email protected] 505-344-4230 1 © 2015 Watermelon Mountain Web Marketing What You’ll Learn Today When social media makes sense for your clients Which social media are best for which purposes Developing a social media marketing plan for your clients How to establish goals and objectives for your clients’ social media activities How to identify your clients’ target markets and which social media they use Determining the return on investment for social media 2 © 2015 Watermelon Mountain Web Marketing What Makes A Medium Social? It’s 2-Way! Communications tool for listening Starts conversations Encourages people to pass it on Finds ways to travel on its own Invites comments and feedback It’s a monolog - not a dialog - until someone responds! 3 © 2015 Watermelon Mountain Web Marketing What Does Social Dialog Really Mean? You have 2 ears and 1 mouth: Listen twice as much as you bark! © 2015 Watermelon Mountain Web Marketing 4 Where Social Media Fits Into a Business Accounting & Finance Operations Planning Management & Hiring Social Media Online Marketing Marketing & Sales 5 © 2015 Watermelon Mountain Web Marketing Social Shmocial Facebook Twitter LinkedIn Video Sharing (YouTube, Vimeo, Vine) Blogs Image Sharing Sites (Pinterest, Instagram, Snapchat ) Other Social Media Sites & Tools geolocation & meet-up services online communities Chiclets, social sharing buttons, alerts © 2015 Watermelon Mountain Web Marketing 6 Popularity of Common Social Media © 2015 Watermelon Mountain Web Marketing 7 Social Media Channels Help Clients STAY TOP of MIND © 2015 Watermelon Mountain Web Marketing 8 Facebook – The Big Kahuna facebook.com 9 © 2015 Watermelon Mountain Web Marketing Twitter – Good for News twitter.com 10 © 2015 Watermelon Mountain Web Marketing LinkedIn – Premier B2B Channel linkedin.com © 2015 Watermelon Mountain Web Marketing 11 Pinterest – Online Scrapbook pinterest.com 12 © 2015 Watermelon Mountain Web Marketing Google + Helps with SEO plus.google.com © 2015 Watermelon Mountain Web Marketing 13 13 Instagram – Photo Blitz Instagram.com 14 © 2015 Watermelon Mountain Web Marketing youtube.com YouTube – Video Blitz 15 © 2015 Watermelon Mountain Web Marketing Meet-up - Real People, Real Time meetup.com © 2015 Watermelon Mountain Web Marketing 16 16 Social Media Strategy Lead Generation Customer Loyalty Branding Sell Products Advertising Business Process SEO Facebook Twitter LinkedIn Pinterest Google + Instagram YouTube Meet-up 17 © 2015 Watermelon Mountain Web Marketing Goals for Social Media Cast a wider net for leads Branding Become known for expertise or as an industry resource Build relationships & customer loyalty Improve customer service Improve search engine ranking Sell products or services Save some $ on advertising Mostly free (except for labor) 18 © 2015 Watermelon Mountain Web Marketing Cons of Using Social Media Hard to reach target markets to find qualified prospects Hard to gain visibility, especially on major social media channels Very time-consuming: respond 2X posts Better as destination than as a source Most are better for branding than sales B2C using social media aren’t there to buy, but to communicate with friends B2B make different use of social media Still need a website or blog as online hub 19 © 2015 Watermelon Mountain Web Marketing Challenges for Your Clients Setting realistic expectations for results Setting realistic estimates of work/cost involved Staying focused Planning their work; working their plan Using metrics to modify their plan Pay-to-Play pressures limiting reach with free social media © 2015 Watermelon Mountain Web Marketing 20 What an Online Marketing Mix Looks Like… PPC Ads SEO (natural search marketing) Paid Banners E-newsletter Web site Social Media Blog Press Releases 21 © 2015 Watermelon Mountain Web Marketing Planning a Social Media Campaign It’s better to use 1-2 channels well than to use many poorly Rule of thumb: 2 hours/week/channel Take advantage of clients’ resources and skills Match channels to clients’ goals and audience Establish baseline frequency and stick with it Supplement with other online and offline marketing (e-newsletters, direct mail, events, press releases, etc.) © 2015 Watermelon Mountain Web Marketing 22 22 Exploring Target Markets Online Find Competitors Results from keyword search Go to Google.com and search Demographic Research Quantcast.com Alexa.com Comscore.com 23 © 2015 Watermelon Mountain Web Marketing Take Advantage of Scheduling & Syndication Tools Save clients’ time Helps organize content View communications from multiple channels in one place Efficient reporting of results Pre-schedule posts Syndicate (distribute) to multiple channels at once 24 © 2015 Watermelon Mountain Web Marketing Hootsuite hootsuite.com © 2015 Watermelon Mountain Web Marketing 25 Use a Social Media Calendar Schedule social media time Use project management software if client is already using it Assign tasks in the calendar Use reminder tools Make social media time a repeat event © 2015 Watermelon Mountain Web Marketing 26 Yahoo! Calendar © 2015 Watermelon Mountain Web Marketing 27 Social Chiclets & Share Buttons © 2015 Watermelon Mountain Web Marketing 28 Snipping Tools © 2015 Watermelon Mountain Web Marketing 29 Google Alerts © 2015 Watermelon Mountain Web Marketing 30 Social Mention © 2015 Watermelon Mountain Web Marketing 31 Measuring Performance Monitor traffic on web, blogs, and some social media Track appearances Quality less important than Quantity How recently posts were made Frequency Conversion rate: what action did visitors perform? 32 © 2015 Watermelon Mountain Web Marketing Google Analytics google.com/analytics 33 © 2015 Watermelon Mountain Web Marketing Return on Investment: ROI Gain from investment - Cost of investment Usually expressed as % over time Social Media Fits Here 34 © 2015 Watermelon Mountain Web Marketing Another ROI Calculator www.frogloop.com/ca re2blog/2010/6/21/ social-network-roicalculatorupdate.html © 2015 Watermelon Mountain Web Marketing 35 For More Information Presentation & Handouts available at http://www.watermelonweb.com/resources Watermelon Mountain Web Marketing 505-344-4230 [email protected] © 2015 Watermelon Mountain Web Marketing 36