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Social Media101

  1. 1. Young Women Social Entrepreneurs – Los Angeles<br />SOCIAL MEDIA 101<br />
  2. 2. ABOUT ME<br />7 years online marketing experience<br />My work in a nutshell:<br />Goal Oriented<br />Measurable<br />Efficient<br />Director of Monetization & Analytics, Perfect Market<br />
  3. 3. SOCIAL ME<br />@charleneiniguez<br />charleneiniguez<br /><br />
  4. 4. SOCIAL EVERYBODY<br />Facebook: YWSELosAngeles<br />Twitter: @YWSE_LA<br />Today’s training hashtag #YWSELA<br />@charleneiniguez<br />
  5. 5. OUTLINE<br />Why is social media important<br />The Social Media ROI Cycle<br />The Social Media Sites<br />Facebook<br />Twitter<br />The Others (Linked In, Google Plus, Stumble Upon)<br />Tools to make your life easier<br />Questions<br />
  6. 6. SOCIAL MEDIA MARKETING<br />Using social media sites to further business goals<br />Gaining traffic or attention through social media sites<br />@charleneiniguez<br />
  7. 7. WHY SOCIAL MEDIA MARKETING?<br />feeds into the discovery of new content such as news stories<br />can help build links that in turn support SEO efforts<br />people perform searches at social media sites to find social media content<br />@charleneiniguez<br />
  8. 8. WHY SOCIAL MEDIA MARKETING?<br />Users<br />Facebook: 750 Million (Jul)<br />Twitter: 100 Million “active” users(Sep)<br />Google+: 40 Million (Oct)<br />@charleneiniguez<br />
  9. 9. 1<br />2<br />3<br />The Social Media ROI Cycle<br />Stage 1: Launch<br />Stage 2: Management<br />Stage 3: Optimization<br />Via Jamie Turner<br />@60SecondTweets<br />@charleneiniguez<br />
  10. 10. Launching the Big 3<br />1<br />2<br />3<br />STAGE 1: LAUNCH<br /><ul><li>Approach: Executional
  11. 11. Focus: Short-Term
  12. 12. Objective: To have a Social Media Presence
  13. 13. Results: Negligible</li></ul>@charleneiniguez<br />
  14. 14. Qual.<br />Quant.<br />Big plus More<br />Creative<br />1<br />2<br />New initiatives<br />3<br />STAGE 2: MANAGEMENT<br /><ul><li>Approach: Tactical
  15. 15. Focus: Mid-Term
  16. 16. Objective: Customer Engagement
  17. 17. Results: Increased Traffic</li></ul>@charleneiniguez<br />Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer<br />
  18. 18. ROI<br />Big 3 plus More<br />Creative<br />Conversion/ Optimization<br />1<br />Quant.<br />Qual.<br />2<br />New initiatives<br />3<br />STAGE 3: OPTIMIZATION<br /><ul><li>Approach: Strategic
  19. 19. Focus: Long-Term
  20. 20. Objective: Social Media ROI
  21. 21. Results: Revenue Growth</li></ul>Source: Jamie Turner, co-author of How to Make Money with Social Media and Chief Content Office of BKV’s 60 Second Marketer<br />
  22. 22. FACEBOOK<br />Facebook Groups vs. Fan Pages<br />Pages <br />are visible to unregistered people and are thus indexed(reputation management)<br />better for a long-term relationships with your fans, readers or customers<br />Groups <br />allow to send out “bulk invite” (you can easily invite all your friends to join the group while with pages you will be forced to drop some invites manually)<br /> better for viral marketing, meaning that any group member can also send bulk invites to the friends of his<br />better for hosting a (quick) active discussion and attracting quick attention.<br />@charleneiniguez<br />
  23. 23. FACEBOOK: PAGE vs. GROUP<br />
  24. 24. FACEBOOK: Best PRACTICES<br />Establish goals<br /># of fans <br /># of users<br /># of likes<br />Tracking<br />Facebook insights<br />Google analytics<br /><br /><br /><br />URL shorteners ( )<br />@charleneiniguez<br />
  25. 25. Facebook: BEST PRACTICES<br />Welcome Pages<br />@charleneiniguez<br />
  26. 26. FACEBOOK: BEST PRACTICES<br />Splash Product Page – GAP<br />Interactive – Coke<br />Contest – Farmers Insurance<br />Lead Capture – American Express<br />@charleneiniguez<br />
  27. 27. FACEBOOK: ON-SITE<br />Facebook login to your site<br />Like button<br />When a Ticketmaster user posts a specific event they are attending, or may want to attend, to Facebook, it generates $5.30 of direct ticket sales<br />American Eagle added the Like button next to every product on their site and found Facebook referred visitors spent an average of 57% more money than non-Facebook referred visitors<br />@charleneiniguez<br />
  28. 28. FACEBOOK:TIPS<br />Ask questions on your Facebook fan page (“Would?” gets the most engagement)<br />Post games and triviaInteract with fans<br />Use wall “sapplets” — coupons, polls & other out-of-the-ordinary posts<br />Use relevant photos<br />Relate to current events<br />Incorporate videos<br />Post time-sensitive content<br />Post links<br />Be explicit in posts<br />@charleneiniguez<br />
  29. 29. TWITTER SLANG<br />RT<br />via<br />@reply<br />Hashtag<br />DM<br />Twitter search<br />Live tweeting<br />Let’s tweet!<br />@charleneiniguez<br />
  30. 30. TWITTER<br />Twitter helps SEO<br />@charleneiniguez<br />
  31. 31. TWITTER: KEEP GOALS IN MIND<br />Do you want to build your profile and perceived expertise in a niche or industry?<br />Do you want to drive traffic to your blogs?<br />Do you want to use it to network with others in your niche?<br />Is it a branding exercise?<br />Do you want to show your readers a more personal side of yourself?<br />Is it more of a social exercise?<br />@charleneiniguez<br />
  32. 32. TWITTER: MOST RETWEETABLE WORDS<br />@charleneiniguez<br />
  33. 33. TWITTER<br />Follow industry specialists and get them to notice you, connect w/ others in your niche<br />Health experts on twitter<br />Don’t be a self-centered twitterer. Give and take.<br />Use a tweet scheduling tool such as hootsuite<br />Think: Headline, Body, URL just like a google listing<br />@charleneiniguez<br />
  34. 34. OTHERS<br />Linked-In<br />Google+<br />StumbleUpon<br />@charleneiniguez<br />
  35. 35. MY TOOLSET<br />Hootsuite<br />Klout<br /><br />Google Analytics<br />Facebook Insights<br />

Notas del editor

  • Sheryl Sandberg – COO of FacebookInspiring Women in the tech field
  • Definition from Search Engine Land
  • Setting up, running and optimizing an effective social media campaign happens in three stages
  • 100% of the efforts are typically focused on launching the Big 3: LinkedIn, Facebook, Twitter (Some companies dive into the Big 3 Plus More which include blogs, SlideShare, e-newsletters, Flickr, etc.)
  • In Stage 2, approximately 60% of a company’s focus is on the Big 4 (or the Big 4 Plus More), 10% of the focus is on creative and offer development, 20% on quantitative metrics (traffic, inbound links, likes, etc.) and 10% on qualitative metrics (brand sentiment, surveys, polls, etc.).
  • Approximately 25% of the focus is on the Big 3 Plus More,10% on creative and offers, 10% on quantitative metrics, 10% on qualitative metrics, 25% on improving conversion and optimizing the campaign and 20% on tracking profits and ROI.