Sure your company may have a Twitter account and Facebook profile, but are you fully utilizing them to get new customers, support your PR efforts, and share your company culture? Derek Key of Schipul - The Web Marketing Company in Houston, Texas discusses social media marketing strategy and tactics to tell your brand's story and grow your community online. You'll walk away with an understanding of how to focus your social media strategy to get the most benefit for your brand, some tools and tricks you can start using right now to make your life easier when managing multiple accounts, and how to evaluate new tools (think Pinterest, Instagram, Google+ etc.) to see if they fit into your social media mix.

1. GROW YOUR COMMUNITY
BRAND ONLINE
-- Social Media Strategy --

2. about me
Derek Key
facebook.com/derekskey
(pictures of my dog and music I like)
twitter.com/derekskey
(sports talk)
flickr.com/derekskey
(photos!)
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3. ✓ Why Strategy Matters
✓ Listening
✓ Strategy and Tips
✓ Measurement
✓ New Tools
✓ Trends in 2013
what we’ll cover
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4. WHY IT MATTERS

5. why it matters
• Broader audience now on
Social Media
• Not just younger demo anymore -
Mom bloggers, CEO’s, etc

6. Facebook:
Twitter:
LinkedIn:
Instagram:
Flickr:
Pinterest:
why it matters
* Active Monthly Users, via expandedramblings.com
1 billion +
200 million
160 million
100 million
75 million
25 million

7. why it matters
Clutter in platforms and messaging requires strategy
and tools to use it right, for your audience.
People see more
than you think

8. why it matters
23% rated themselves as “newbies”
64% are intermediate
Only 13% of respondents describe SM efforts as “advanced”
* Via recent Ragan study on socialfresh.com
Survey: 2,714 Communicators, Marketers, PR Professionals
in corporate, non-profit, and government sectors:
-- That’s 87% non “experts” --

9. IMPACT ON MARKETING

10. impact on marketing
• Word of Mouth
• More Data Now Than Ever
• Hyper-Informed Customers
• More Than Posts... Marketing
• Reactive Needs (online PR)

11. impact on marketing
* Via theconversationmanager.com
90% of What People Say Is Positive
Customer Service and Satisfaction
10% still is not. What is your policy for replying?
Reach out, talk to people, be social.

12. impact on marketing

13. LISTENING

14. listening
• Social Media platforms are communities and
networks.
• Think of them like going to a networking event
or cocktail party and behave accordingly.
• Look for similar groups or people, what are
their interests?
• Some tools can help but best bet is to just
dive in.
Now you listen...

15. STRATEGY

16. strategy
If a tree falls in a forest and no one
is around to hear it...
does it go viral?

17. strategy
* Via theconversationmanager.com
Beyond total numbers: audience usage, platforms, etc
-- 70% of the world uses Social Media --
Most use 2 networks and have no interest in branching out.

18. strategy
* Via venturebeat.com

19. strategy
* Via venturebeat.com

20. strategy
* Via mediabistro.com
Users on Twitter are 5x more likely to share
online news than any other social network
Event Coverage -- Follow Conversations with #’s
Ex: Houston Hospice
Twitter (news, no story)
Facebook (story, emotion)
Where do tools like LinkedIn fit? What about Pinterest?
{ }

21. strategy
* Via forbes.com
Pinterest
The single most popular category
on Pinterest is Food & Drink
“
”

22. strategy
* Via forbes.com
Evokes emotion
College educated women 25-44
(adult women control 80% of US consumer purchases)
Drives referral traffic to sites
(More than Goole+/YouTube/LinkedIn combined)

23. strategy
Social Media is for sharing - what will you share?
Content about other is good also but can still go on
your site
4/5 Rule
Your Website As Your Home base

24. strategy
5 years | 788,000 fans | 10,000 daily clicks
* Via thenextweb.com

25. strategy
• Tell People How to Talk About You
• Links to share? Tweet this msg?
• Headlines you give your content?
Shaping Your Message

26. TIPS

27. tips
Keep It Visual
Real Time vs Quality
Ask Your Audience to Avoid Annoyance
Proactive vs Reactive
Have a Goal

28. MEASUREMENT

29. measurement
• Measure to gauge effectiveness and adjust.
• Facebook Insights and Google Analytics
are FREE
• Paid resources: Sprout Social, Buddy Media,
Radian 6, Vocus, Adobe Social

30. measurement
• Measure results but also your time invested
• It’s important to know what works for you
* Via socialfresh.com and socialmediaexaminer.com
65% of people do social media on top of their other work
Once in AM, once in PM most vs companies spending
much more (56% use SM 6+ hrs per week)

31. NEW TOOLS

32. new tools
• Pinterest, Instagram, Vine, Over
• Research companies to emulate
• Experiment
• Try it out then incorporate if it works

33. TRENDS FOR 2013

34. 2013 trends
• Photos!
- Editing, flickr’s new mobile app, new Facebook feed
• Mobile, Mobile, Mobile
- New Facebook feed has taken a “mobile first” approach to
make sure smartphones and tablets have same experience
• Tablets
- Similar to mobile
• Quick
ex - Vine, real time

35. 2013 trends
To learn more or sign up on waiting list: https://www.facebook.com/about/newsfeed

36. conclusion
• We can no longer just make a Facebook page or post “buy
our product” every day on Twitter
• Audience needs and behaviors are important as they relate
to your business goals
• Sounds crazy but it doesn’t take an expert and hopefully
today’s tips will help

37. about me
Thank You
facebook.com/derekskey
twitter.com/derekskey
flickr.com/derekskey
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dkey@schipul.com | 281.497.6567 ext 524