Facebook, Twitter, Pinterest, LinkedIn, Instagram, the list goes on and on. Social media is moving away from a “new” media and moving into “traditional” media because it is a marketing staple for every brand. How often should businesses post and engage with followers? What is the most effective platform to use for a social media campaign? Is Facebook really going out of style? This presentation has useful tips and tricks to help you step up your game.
Ride the Storm: Navigating Through Unstable Periods / Katerina Rudko (Belka G...
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
1. Let’s Get Social!
How Effectively Using Social Media
in the Workplace Helps Your
Brand and Bottom Line
2014 Lancaster Chamber of Commerce Business Expo
2. 1. About Web Talent Marketing
2. Social Media in the Workplace
3. Social Media Platforms
4. Content Counts!
5. Moving Forward
4. • Founded in 2008
• 20 employees
• Served as speakers at a variety of
national conferences
• Our thoughts have been featured
in numerous publications
• Staff members certified in Google
AdWords, Google Advanced
Display, Google Analytics, Bing
Ads, Hubspot, Conversion Rate
Optimization and MORE.
• Web Talent is a Google Adwords
Certified Partner
Awards & Certifications
7. • Important for media
relations
• Growing popularity and role
in purchasing decisions
• Used by brands and
employees on a professional
and personal level
8. • More than half of U.S. population will use social networks at least monthly this year
• Social media sites are most likely to be used to promote brands and products according
to U.S. buyers
• Facebook is the top social commerce site worldwide, but other networks have come
into play as well
• Smartphone users check Facebook 14 times a day on
average
Sources: eMarketer and NBC News
9. • Public Relations
• Customer Service
• Client Retention
• Loyalty Building
• Collaboration
• Networking
• Thought Leadership
• Crisis Management
• Recruitment
10. • Boundaries in the workplace
-Pros and Cons of allowing employees to be active on social
media
• What should be posted?
• Examples?
11. • What are your goals on social media?
– Sell Products?
– Promote Content?
– Accrue Likes and Followers?
– Dialogue with Your Audience?
12. • What SHOULD your goals be on social media?
– It’s about building relationships, not pushing
products/services.
– Gain mind share and increase brand loyalty
– Brand advocacy leads to referrals
15. • There is no “one size fits all” platform; It’s important
to choose what is right for you and your audience.
• Play to your business’s strengths
16. Network Recommended Businesses
Facebook Everyone, as long as there is interesting
and relevant content
Twitter Marketing, new tech, consumer brands
Google+ EVERYONE but primarily Marketing, Sales,
Business Professionals
LinkedIn B2B, Manufacturing, Technology, Finance
Pinterest Household products, clothing retailers,
food (grocery & restaurants), beauty &
health
YouTube Service providers, consumer products
Instagram Retailers, artists, food & beauty
17. • 829 Million Daily Actives
• 654 Million Mobile Daily Actives
• 1.32 Billion Monthly Actives
• Remains the preferred social network for teens ages 12-17
according to a recent Forrester study
18. • Clicks to website – Create ads to encourage people to visit
your website
• Page post engagement – Create ads that boost your posts and
increase likes, comments and shares
• Event responses – Create ads to promote your event
• Offer claims – Create ads to promote offers you created
20. • Operates world’s largest professional
network on Internet
• Used as a recruitment tool for jobseekers
• More than two new members per second
• Students/recent college graduates are fastest growing
demographic
• Build thought leadership
21. • Sponsored Content and Company Updates
– Sponsor existing or new content to reach a wider audience
• Media Advertising
– Reach a targeted audience with ads featuring text, images or video
Media Advertising Example: Image Ads Content Advertising Example:
Sponsored Post
22. • The ‘Real Time’ network providing
consumers up to the minute news.
• 78% of Twitter users active on mobile
• 271 million monthly active users
• Primary ‘second screen’ network where real-time
conversations about TV & events takes place
23. Ellen’s Oscars selfie was the most
retweeted message of all time according
to The Guardian
24.
25. • Promoted Account
– The ads are featured in Twitter search results and within the Who To
Follow section
• Promoted Tweets
– Promoted Tweets appear directly in the timeline among non-paid
tweets
• Promoted Trends
– Promoted trends are featured next to the users timeline on
Twitter.com among the organic Twitter trends
26.
27. • 540 million active users
• Essential for SEO
• Used to build brands
• A must for bloggers
28. • 2nd Largest search engine in the world
• More than one billion unique users
each month
• 100 hours of video uploaded every
minute
• Testimonials, product reviews, how-to guides and tours
29.
30. • YouTube Search
– Ads will appear upon searches
• YouTube Videos
– Ads will appear before/within videos
Ad Before a Video
31. • Bookmarks for Content
• Over 70 Million Users
• 30+ Billion Pins
• Drives More Referral Traffic than Twitter and Reddit
Combined
• Pinterest for Business
32. • Promoted Pins for Brands: Appear in category and search
results on Pinterest.com and mobile apps.
33. • Mobile App Only
• 200 Million Monthly Actives
• Over 20 Billion Photos Shared
• 1.6 Billion Daily Likes
• 60 Million Photos Per Day on Average
35. • 16 active social media networks
• More are being developed each day
Source: thesocialmediahat.com
36. • Content (what kind of content, voice of the brand)
• Schedule (time of day, day of the week)
• Management (monitoring comments,
interaction with customers)
37. • Set Goals
– Business goal alignment
– Manageable & measureable
• Create a Content Strategy
– Answer: how, when, what
– Information + Promotions + News + Images/Video
• Geographic Location
• Measure
38. • Pick the channels that fit your demographic
• Write original content
• Do not post in offensive language
– Remember: ALL CAPS are offensive
• Who should be in charge of content vs. who is in charge of
content
39. Network Posting Frequency
Facebook 4-7/week
Twitter Multiple times a day (spaced in between
or in a related series)
Google+ 3-5/week
LinkedIn 2-4/week
Pinterest 2-3 times per week, a couple pins at a
time
YouTube As needed, weekly or bi-weekly
Instagram 1-2 times per day
40. • What happens when your ‘hot’ network turns ‘cold’?
• Reevaluate and prioritize goals
41. • Monitoring accounts
• Responding to
comments/inquiries
• Using social media for customer
service
47. • How do you create and post engaging content?
– Give people what they want
– Find new, creative ways of communicating in terms that your target
audience will enjoy
– Avoid trying to ‘game’ the system
64. • HootSuite
• Facebook Analytics
• Twitter Analytics
• Pinterest Analytics
• Iconosquare
• YouTube Analytics
• Social Reports in Google Analytics
65. You can’t have one without
the other…
Content fuels social media,
social media shares your content
Social helps define your company’s voice
Conversations on social media provides ideas
for new, insightful content
73. • Social media matters!
• Set goals and create a strategy
• Post interesting content and interact with followers
• Remain up-to-date on industry trends and changes
• Represent your brand in the best possible manner
• Measure the results of your efforts and make changes
accordingly
76. Services:
Web Design & Development
Search Engine Optimization
Paid Search Management
Conversion Rate Optimization
Email Marketing
Reputation Management
Call or email to schedule a Free Consultation!
www.WebTalentMarketing.com | 800-405-2947
77. Our raffle winner will receive
3 months of complimentary social media consultation
erica@webtalentmarketing.com
emily@webtalentmarketing.com
Notas del editor
JE Notes: Define regularly…. Is this once per day, multiple times per day. I would through in the stat about how often people check their FB (multiple times per day).
JE Notes: 3rd bullet point. This could be the opportunity to say that other networks are looking to change this (Buying directly from Instagram, Pinterest, Amazon’s direct purchasing from Twitter using specific hashtag, etc.) This should be expanded a bit.
Include a picture here!! I would include a picture of a tween on social. Use 123rf account or give image credit on presentation.
Add picture… people love to see images
JE Notes: You do not need to use cont. I would time these to come in one at a time.
This is perfect…. I wouldn’t include any text on this slide. But you can speak to the nuances of each network.
JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
JE Notes: you should lead with this slide. Everyone knows FB and they are the biggest.
JE Notes: you should lead with this slide. Everyone knows FB and they are the biggest.
JE Notes: you should lead with this slide. Everyone knows FB and they are the biggest.
JE Notes: I would talk about Linkedin’s obvious trend towards recruitment.
JE Notes: I would really drive home the fact this is the top ‘second screen’ network (first screen is your TV and second screen is either your phone, tablet or laptop while you are watching TV. I would use examples of TV shows that show real-time tweets, reactions, and thoughts from their viewers through unique hashtag.
JE Notes: I would really drive home the fact this is the top ‘second screen’ network (first screen is your TV and second screen is either your phone, tablet or laptop while you are watching TV. I would use examples of TV shows that show real-time tweets, reactions, and thoughts from their viewers through unique hashtag.
JE Notes: I would really drive home the fact this is the top ‘second screen’ network (first screen is your TV and second screen is either your phone, tablet or laptop while you are watching TV. I would use examples of TV shows that show real-time tweets, reactions, and thoughts from their viewers through unique hashtag.
JE Notes: I wouldn’t include anymore words on this slide. Visual only slide, Promoted account, trends and tweets
JE Notes: This slide looks naked. It needs something… either picture, or something else.
JE Notes: I would DEFINITELY show some big brands doing big things on YouTube. GoPro and Red Bull are the two poster children
JE Notes: I would DEFINITELY show some big brands doing big things on YouTube. GoPro and Red Bull are the two poster children
JE Notes: you need to visualize this with images
JE: I would include a slide that has ‘additional networks’ and just mention there are ??? Number of active social networks nad more added each day. It is important to understand where your audience is spending their time. I would include the Ello logo, Snapchat, Jelly, etc.
JE: I would include a slide that has ‘additional networks’ and just mention there are ??? Number of active social networks nad more added each day. It is important to understand where your audience is spending their time. I would include the Ello logo, Snapchat, Jelly, etc.
JE: I would include a slide that has ‘additional networks’ and just mention there are ??? Number of active social networks nad more added each day. It is important to understand where your audience is spending their time. I would include the Ello logo, Snapchat, Jelly, etc.
JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
JE Notes: I would FLOOD this slide and at least one more slide with more of these. People need to know this and it will add humor to your presentation. Which is great!!
JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
JE Notes: It is more important to select the network that works for your audience…. Not necessarily your needs. You need to spend time where your audience is. You should spend some time on this comment. Provide examples of brands that get it right. Zappos using Twitter as the real time customer service platform. Red Bull with their heavy play in Instagram/YouTube, pick a strong makeup brand and their use of Pinterest. You need to use examples.
JE Notes: I would FLOOD this slide and at least one more slide with more of these. People need to know this and it will add humor to your presentation. Which is great!!