This document outlines a seminar on social media strategy, implementation, and tracking. It begins with social media statistics that show people's widespread online activities. It then discusses developing a social media strategy by identifying business goals and desired audiences. It also covers choosing social media platforms and creating a daily posting schedule. The document provides tips on using hashtags and examples of both effective and ineffective social media campaigns. It emphasizes measuring social media by tracking engagement metrics that relate to business goals. The key takesaways are developing valuable content for audiences, giving them a reason to share content, and understanding which social platforms are most effective through analytics.

1. DIGITAL MARKETING 101: SOCIAL MEDIA Strategy, Implementation &
Tracking

2. AGENDA
 By the Numbers
 The Call to Action
 Social Strategy
 Social Implementation
 Social Measurement
 Next Steps
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3. BY THE NUMBERS
Did you know that every day on the internet:
There are 4.75 billion pieces of content shared
There are 1.8 billion photos uploaded
There are 700 million Snapchats
There are 500 million tweets
“Every hour, enough information is
consumed by internet traffic to fill 7
million DVDs. And four years from now,
it’ll be four times larger than that.”
- Times Magazine
Of all internet users, worldwide:
67% are on Facebook
62% are on YouTube
17% are on Twitter

4. SO WHAT DOES THAT MEAN TO YOU?
Your prospects, shareholders, clients and competition are online
If you aren’t there, you’re missing the mark

5. SOCIAL STRATEGY Planning, Vision & Direction

6. GOALS OF SOCIAL MEDIA PARTICIPATION
I. Online to offline relationship building
 Platforms change all the time
 Your following is fleeting
 If you don’t capture their info before they leave a platform, it’s gone for good
II. Real-time data capture
 Clients and Prospects
 Competition
III. Having great ideas and concepts that tie into your brand
IV. Knowing how to convey your information in each platform, properly
 You cannot be all things to all people in all places
 Jack of all trades, master of none
V. Harness the power of word of mouth
 You control 100% of your content offline

7. CREATION OF SOCIAL MEDIA STRATEGY
Business Objective
 What are you trying to achieve as an organization?
 How can social media help you with that?
 Does this tie in with your brand and overall business purpose?
Desired audience
 What do they care about?
 What are they reading, liking and sharing?
Identify content to share
 Use the 4-1-1 rule of content
 Created and/or repurposed (you’ve most likely already create some information internally)
Decide on platforms & frequency of use
 Test, review, grow

8. STRATEGY CHALLENGES & SOLUTIONS
3 of the biggest challenges [Items that you should tackle]
1. Limited time
2. Networks are likely going to change
3. Not completely positive on how to measure it
Solutions
1. Identify the amount of time you have to tackle it
2. Maximize your time and reach by utilizing tools [see handout]
3. Decide on the content that you want to put out
4. Break up which portion of the content will be used on each platform
5. Find tools that you are comfortable using to track progress

9. SOCIAL IMPLEMENTATION Where, what & when to
participate

10. PLATFORMS AT A GLANCE
Facebook [use ad platform to see if your target market is there]
 Most broad and wide spread platform
Twitter
 Similar appeal to Facebook; however, it is short and focuses on quick trendy response
Instagram
 Fastest growing platform today
 Falls into the ideal form of learning [visual]
LinkedIn
 Looking for B2B or Staffing needs
Vine
 Creativity and brevity reigns supreme. Be useful, be creative, be brief
Snapchat
 77% of college students use Snapchat
 Appeal is in the fact that the information has to be timely, as it deletes after viewing

11. THE DAILY CHALLENGE
#1 Question to consider before you post
Is this content or information going to add value to your followers and users?
a. If so, your content will be used, shared and your reputation will grow
Remember that people will engage with and ultimately buy from those they
KNOW – LIKE - RESPECT

12. HASHTAGS – WHO NEEDS THEM?
Hashtags represent a few things for your post
1. A way to catalog your content
2. A way to brand your messaging
3. A way to drive traffic to your site and/or campaign
#SelfControl
• 3 tags of less, per post [any more is spammy]
#Relate
• Don’t hijack a hashtag
• If you are going to use a current one, be relevant
#GetSpecific
• Use #baconforpresident, instead of #bacon
• More specific # will yield specific results for you
#CallToAction
• Hashtags only work with a call to action
• Tell followers what to do [contest, campaign, etc.]
#SearchTermSavvy
• Think past your brand with your hashtags
• Example: a gym uses #sweatingtogether
• Potentially linked to other post that don’t align with
your image
#DoubleCheck
• Continue to check if your # can be misconstrued at all
#KnowYourDarkSide
• Don’t use #s that can blow up in your face
#Readability
• Keep it short, memorable and easy to spell
The Rules of Hashtags

13. THE GOOD, THE BAD, THE UGLY
The Wedding Story [Good] Audi’s R8 Campaign [Good]

14. THE GOOD, THE BAD, THE UGLY
Seattle Seahawks [Bad] DiGiorno Pizza’s Campaign [Bad]

15. THE GOOD, THE BAD, THE UGLY
McDStories Campaign [Ugly] NYPD Campaign [Ugly]

16. SOCIAL MEASUREMENT What to track, how to track and
why

17. 3 MEASUREMENT TIPS
1. Good measurement starts with accurate data
• Conversations that generate leads
• Brand mentions (good and bad)
• Potential customers
• Competitive and market insight
2. Measure what matters, not what’s easy
• Define what engagement means to you and track it
• All measures of engagement should tie into your company goals or brand objectives
3. Marketers must integrate social media into all stages of the sales funnel
• Top of Funnel Impact [views, likes, follows or subscriptions]
• Metric helps to establish brand recognition
• Middle of Funnel Impact [visits, page views, shares, retweets, comments and inbound links
• Metric indicates a person is interested in your brand
• Bottom of Funnel Impact [form completions, sale, register for ecampaign]
• Metric indicates the potential transition to a promoter of your brand

18. KEYS TO REMEMBER Take aways and actionable steps

19. 1. Understand how social ties back to your
business goals
2. Make sure to connect to your current customers
on social
a. You can ask what platforms they are on and
have them add you
b. Create a contest or campaign to encourage
they connect with you
3. Create content that adds value to your audience
a. If it’s not valuable to them, it’s useless
b. Remember that it’s NOT about you -
initially
4. Give them a reason to share and advocate on your behalf
This is accomplished in 1 of 3 ways
i. Relevance: make it so compelling and timely that it will
be shared
a. Give Miley Cyrus/BLVD Hotel & Spa example with My Friend’s Place
& the 2014 VMAs
ii. Value-drive: it would add immediate value, as in a
coupon code
a. A good offer, interesting and worth of sharing [“Dirty Dozen”
organic fruit example]
b. 20% off for the month for in store people that are correct
iii. Ask: increases the sharing probability by about 20%
a. If you have rapport with your audience, they will respond
b. This ONLY works if you are giving around 90% of the time and
only asking about 10 %
5. Understand, through reporting, what social media
platforms your should be on & why
a. Look at your engagement numbers
b. Know what it means
c. Make adjustments when necessary
6. Create an internal social media policy
a. Employees are an extension of the brand
b. Employees are ambassadors of a business
c. The policy needs to align with the business
social media goals
d. Allow people flexibility within
Top 6 Things to do to have Social Media success

20. DIGITAL MARKETING 101: SOCIAL MEDIA
Colin Diaz
Santa Fe Springs Chamber
562.944.1616 ext. 107
diaz@sfschamber.com
For your social post at events
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#SFSSeminars
#DigitalMarketing101