1. Social Media Marketing Strategy:
Building Your Brand
Alex Lawrence, Weber State University
Twitter: @_AlexLawrence (underscore before my name)
LinkedIn: /AlexOnLinkedIn
Facebook: /AlexLawrence
Blog: StartupFlavor.com
Instagram: /AlexLawrence

2. Street Cred
 73,000+ Twitter Followers (Verified Account)
 5,000+ Facebook & 10,000+ Subscribers (public account)
 50,000+ Blog Readers/Subscribers (fairly inactive)
 3,000+ LinkedIn Connections
 5,000+ FourSquare Check Ins
 1,000+ mobile apps downloaded
 Average 1,300+ clicks per link and 100K+ views per post
 Weekly KSL Tech Correspondent – Tuesdays at 12:35pm

3. 50M Users Put In Perspective
0 5 10 15
Facebook
iPod
Internet
Radio
Years

4. Twitter Stats
 1B registered users (7 years old)
 Adding 500,000 per day
 255 million active users per month
 100 million active user per day
 150 million tweets per day
 1 billion tweets per week
 Largest VC raise in history = $800M

5. Facebook Stats
 1.28 Billion active users
 757 million log on once per day
 Average user has 130 friends
 750 million active mobile users per month (54% increase
from 2013)
 70% of Facebook users are outside of the United States

6. Instagram Stats
 7 million users & 150 million photos uploaded in first 9
months
 Took Flickr 2 years to get to 100 million photos
 Only on iOS during this time
 4 employees for the first year+
 Acquired by Facebook for $1B, now considered a steal!
 Just crossed 100 million monthly active users

7. Mobile Market Stats
 Average teen sends 1500 texts per month
 76% of all phone subscribers use texting
 Over 500,000 iPhone apps, 37% are free
 1.08 Billion have smartphones worldwide now
 Mobile usage should takeover desktop by end of 2014
 ½ of all searches are done on a mobile device
 Americans spend 2.7 HOURS per day socializing on mobile
 Twice the amount of time they spend eating!

8. 27% of Time Spent Online = Social
 Twitter, Facebook and Instagram:
 Most active users are women age 35 - 54
 27% of all users check status and post updates 10+ times per
day
 40% of all users post updates while driving
 30% of all users update networks while on dates
 64% of all users post updates while at work

9. Advertising $ Follow Eyeballs
1995 2013
Global Internet Ad
Revenue
$55MM $125B
Ad Revenue Per User $9 $100+
Global Internet Users 6MM 2.4B

10. SO WHAT DO I DO?
 Be yourself
 The billboard test
 Customers talk to each other online – a lot
 It’s not a commercial!
 Real photos, custom backgrounds, detailed info
 Research the networks, commit to two
 Don’t give the keys to you/your brand to someone else

11. An Example Of What To Do
 The Red Dress – Brick and Mortar Clothing Boutique
 Opened a retail store that did okay, then a second (which failed)
 Moved online and focused on social networks (FB, Pinterest, IG)
 $63K to $7M in sales since 2010. Online is 93% of business.
 Married, pregnant with kids, husband in law school during all of this
 Not a commercial: inspiring quotes, images of her with
children, personal home décor
 Hand-written thank you notes, surprise free orders
 Hard work, research, daily effort and creativity = GROWTH

12. Activity Equals Influence
 Either in or out
 Customers recognize insincerity
 Listen and Engage
 Time – no quick fix, no quick results
 SEO value from social  Rankings  Clicks  Customers
 Encourage employees to be social, don’t block it!

13. Suggestions and Tools
 Use analytics to find best times and what content is
responded to (buffer is simple and cheap)
 **Connect other networks (Twitter to LinkedIn, etc.)
 Be sure to reply to people where they replied to you
 Use a mobile application to share “live” updates
 Setup keyword searches and join conversations
 Photos work really well

14. Suggestions and Tools
 Tweetdeck
 NutshellMail – keeps you in your email box
 Google+ (Google the search engine likes it)
 Stumbleupon.com – great for content discovery
 Mobile apps for Facebook, Twitter, Instagram and Buffer

15. Open Q & A
 Let’s Talk About You
 What networks?
 How often should you post?
 How do you find and curate content?
 Photos work, of what? Where?
 One entry point connected to multiple exit points (buffer)
 Consistency is key
 Authenticity is also key
 Other questions or comments

16. Takeaways
 Social media is not a toy for kids
 It is not a fad
 If you aren’t actively engaged now, you are behind
 Employers, partners, investors and customers are there
 The great equalizer – small business can compete with
large
 You will likely need to understand social and be good at
it in order to survive

17. THANKS!
 Contact Info
 Twitter: @_AlexLawrence (underscore before my name)
 Email: alexanderlawrence@weber.edu