Advanced Social Media for Business

Social Media Marketing

SOCIAL MEDIA

What is Social Media?

Social Media TODAY

Leveraging Social Media for Business

Common Social Media Platforms

Setting up Effective Business Profiles

Social Media Advertising✓

WHAT IS SOCIAL MEDIA?

Social Media

Websites and applications that enable users to create and share content or to participate in

social networking

Social Media for Business

Using social channels to connect and engage with your target audience

in order to grow relationships

MAJOR SOCIAL MEDIA PLATFORMS

Facebook LinkedIn Twitter

TOP 500 SITES IN CANADA

TOP 500 SITES ON THE WEB

COMMON SOCIAL MEDIA PLATFORMS

FACEBOOK

What is FACEBOOK?

FACEBOOK TODAY

Leveraging FACEBOOK for Business

Setting up Effective FACEBOOK Business Profiles

FACEBOOK What is FACEBOOK?✓

WHAT IS FACEBOOK?

• It is an online social networking service • gives people the power to share and express themselves • ability to connect with “friends” and “businesses”

THE REACH

!1.55 billion global

active users monthly !

59% of Canadian adults !

87% of Saskatchewan !

Accessing 9 x week

2015 Statistics

DEMOGRAPHICS

BUSINESS?

• trust factor - social presence on a trusted site • potential to connect with billions of people • generate brand awareness

WHY USE FACEBOOK FOR

BUSINESS?

• customer engagement and two-way communications • accessible and personal brand • customer-to-customer communications

BUSINESS?

• potential of viral marketing • encourage creation of user generated content • improve SEO • listen to customers, get feedback

BUSINESS?

• communicate promotions • customer retention • drive traffic to website • extend reach

SOCIAL MEDIAFACEBOOK

Setting up Effective FACEBOOK Business Profiles✓

SETTING UP EFFECTIVE BUSINESS PROFILES

FACEBOOK

https://www.facebook.com/pages/create/

FACEBOOK

• bricks and mortar store • customers can physically visit you • extra page options (operating hours, • parking options, “check-in”) • drop down of categories defines

information boxes provided

FACEBOOK

• doesn’t need foot traffic • more than one location • manually set up “check-in” • e-commerce business selling online

through own website • drop down of categories

FACEBOOK

• products are sold online throughmultiple websites / resellers

• Apple, Coca Cola, Adidas • drop down of categories

FACEBOOK

• promotion of you • for artists / bands / coaches / chef /

writers / etc • drop down of categories

FACEBOOK

• promotion of your book / TV show /movie / radio / magazine

• drop down of categories

FACEBOOK

• no drop down of categories • not-for-profit and charity organizations

can often make pages under CompanyOrganization or Institution > Non-ProfitOrganization

FACEBOOK

• Keywords • Claim your name

FACEBOOK

• 180px X 180px image • business logo • picture of self

FACEBOOK

• add to your favourites for easy access

FACEBOOK

• verifying duplicate pages

FACEBOOK

• add characteristics of your target audience

• location • interest based • gender • age

FACEBOOK

• Cover Photo • 851 px X 315 px • less than 100 KB

FACEBOOK

• add descriptions and keywords to all photos (cover and profile - too!)

Photo Descriptions

Leveraging FACEBOOK for Business✓

LEVERAGING FACEBOOK FOR BUSINESS

FACEBOOK

• promote product • highlight a specific

marketing message

Cover Image

FACEBOOK

• create CTA • records clicks • can also link to an app

Call To Actions

FACEBOOK

• status • link • photo • video • event • milestone • today • yesterday • draft

Create Post

• doing/feeling • location • date/time

FACEBOOK

• link with no link preview

Text Post

FACEBOOK

• image pulled from linked website

• ability to add / hide additional images

Link Post

FACEBOOK

• image, title, and description pulled from blog article on site

• ability to add / hide additional images

Link Post

FACEBOOK

• pulls title from Vimeo/ YouTube

Link Post

FACEBOOK

• add individual photos • albums of photos • photo carousel

Photo / Video Post

FACEBOOK

• create a special offer • get event registrations • add milestones

Offer / Event / Milestone

FACEBOOK

• title • description • expiration date • image • start date • claim limit

FACEBOOK

• add description • keywords • photo • start/end date

FACEBOOK

• Highlight key moments on your timeline

• title • location • date • story • photo

Milestone

FACEBOOK

• description • title • category • call to action • video captions • tag people in video • update privacy • featured

Upload Video Directly

FACEBOOK

• description • title • category • call to action • video captions • uploaded directly to FB tend

to do better • tag people in video • update privacy

Video Gallery

FACEBOOK

• add Facebook like buttons to website

• add Facebook share buttons to website / blog

• email signature • newsletters • business cards

Promote!

FACEBOOK

• Invite friends through Facebook

• add email list to invite contacts (max 5000*)

Invite!

FACEBOOK

• special offers, promotions, coupons, sweepstakes

• surveys, quizzes, polls • shopping • special events • positive feedback

Top Reasons people Like Brands

Ads✓

BUSINESS?

• drive online sales • website traffic • increase local sales • promote your app • raise brand awareness

WHY USE FACEBOOK ADS FOR

BUSINESS?

• be relevant - showing ads to the right people at the right time

• super actionable - sending people to your website or app to drive sales or email signups

• be naturally social - showing that your friends also like this page

WHY USE FACEBOOK ADS FOR

• special offers, promotions, coupons, sweepstakes

• surveys, quizzes, polls • shopping • special events • positive feedback

BUSINESSFACEBOOK ADS FOR

• text • headline • image • CTA • phone number • audience location, age,

gender • budget • duration • payment

Promote Local Business

• connect with more people in your local area

• ad creative • audience • budget and duration • mobile and desktop preview • payment

Boost Website

• get people you care about to visit your website

• audience • budget • desktop and mobile preview • payment • estimated people reached

Boost Post

• boost post to reach more people

Analytics✓

FACEBOOKADS ANALYTICS

!• Top Tweet: Tweet that received the highest number of impressions • Top media Tweet: Tweet with photo, video, or Vine that received the

highest number of impressions • Top Card Tweet: Tweet with a Twitter Card that received the highest

number of impressions; this can include other people’s Tweets • Top mention: Tweet that mentioned your @handle and received the

highest number of impressions; this can include other people’s Tweets

• Top follower: Account with the highest follower count that followed you in a given month

FACEBOOKANALYTICS

Insights

FACEBOOKANALYTICS

SOCIAL MEDIATWITTER

What is TWITTER?

TWITTER TODAY

Leveraging TWITTER for Business

Setting up Effective TWITTERBusiness Profiles

SOCIAL MEDIATWITTER

What is TWITTER?✓

• microblogging social media site • broadcast up to 140 character “tweets” to engage in conversation • add photos, images, videos, and links

WHAT IS TWITTER?

SOCIAL MEDIATWITTER

TWITTER TODAY✓

THE REACH

!341 million global

active users monthly !!

25% of Canadian adults 5x a week

2015 Statistics

DEMOGRAPHICS

BUSINESS?

• SEO • popularity • impact on PR • customer retention • sales and profit

WHY USE TWITTER FOR

• influence and interact • customer service • reach new customers • increase awareness

BUSINESS?WHY USE TWITTER FOR

• capture leads • drive traffic to landing page • social leverage

BUSINESS?WHY USE TWITTER FOR

SOCIAL MEDIATWITTER

Setting up Effective TWITTERBusiness Profiles✓

TWITTERSETTING UP EFFECTIVE BUSINESS PROFILES

TWITTER

• keywords • business name

TWITTERSETTING UP EFFECTIVE BUSINESS PROFILES

TWITTER

• 400px X 400px image • business logo • picture of self

TWITTER

• header photo: 1500 px X 500px

• bio: 160 characters • location: enter location • website: enter url • theme colour: can change

colour of feed

TWITTER

• customize background image and/or colour

SOCIAL MEDIATWITTER

Leveraging TWITTER for Business✓

TWITTER

• promote product • highlight a specific

marketing message

LEVERAGING TWITTER FOR BUSINESS

Header Photo

TWITTER

• description • media • poll • gifs • periscope

Types of tweets

TWITTER

• stream live video • mobile app • owned by Twitter • live transmissions appear in

Twitter newsfeed • events, happenings

Periscope

TWITTER

• Create a poll with choices

Create Poll tweet

TWITTER

• image 435px X 375px • video 435px X 244px • links

Create Media tweet

Tweets with images get 2x engagement as those without

TWITTER

• add Twitter follow buttons to website

• add Twitter share to website / blog

• email signature • newsletters • business cards • contests

Integration / Promotion

TWITTER

• invite friends • search address book for

friends

Invite

TWITTER

Click to tweet • pre-populated tweets • easy to retweet Twitter Chat • participate • connecting and learning • host

Engage

TWITTER

• live Twitter event around a topic at a set time

• uses single hashtag • participate • connect and learn • host your own!

Twitter Chat

TWITTER

• lead generation, website traffic, for app, image, or video

• user can easily share information with you from within a tweet

• capture user name and email address

Twitter Cards

TWITTERLEVERAGING TWITTER FOR BUSINESS

TWITTER

• monitor mentions • direct messages • searches • twitter lists • competitors • TweetDeck

Monitoring

TWITTER

• free • follow several streams in

real time • keyword searches,

mentions, direct messages • scheduled posting • access multiple accounts

from one interface • mute users or hashtags

TweetDeck

TWITTER

• a word or phrase preceded by pound sign (#)

• identify messages on a particular topic

• link search results • expand reach • effective and popular • hashtagify.me • RiteTag.com

Hashtags

TWITTER

SOCIAL MEDIATWITTER

Ads✓

BUSINESS?

• Grow base of relevant followers • Increase website traffic and conversions • Increase app downloads and engagements • Find high quality leads • Increase engagements on twitter (likes and retweets) • Raise awareness and build excitement with video

content

WHY USE TWITTER ADS FOR

BUSINESSTWITTER ADS FOR

• content (event/ sale!) • image / video to increase

engagement • define audience • review results

Promoted Tweets

• interest targeting • call to action • tailor message • appears in who to follow

and within home page feed

Promoted Accounts

• time/context/event sensitive trends promoted by advertising partners

• boost brand conversion • drive impact • long term impact • build positive buzz

Promoted Trends

SOCIAL MEDIATWITTER

Analytics✓

• Impressions - how many times your ads have been seen by Twitter users.

• Results - actions that are tied to your objectives. For example, if your goal is website visits, the results tracked will be link clicks.

• Your engagement rate - number of impressions for your ads divided by the number of results.

• Your cost per resulT - how much you’re paying, on average, for each relevant action people are taking from your ads.

TWITTERADS ANALYTICS

!• Tweets: Number of times you Tweeted • Tweet impressions: Number of times users are served your Tweet

in timeline, search results, or from your profile • Profile visits: Number of times users visited your profile page • Mentions: Number of times your @username was mentioned in

Tweets • New followers: Number of new followers you gained • Tweets linking to you: Number of times your Twitter Card(s) was

Tweeted by you and/or other people

Account Summary Metrics

TWITTERANALYTICS

!• Top Tweet: Tweet that received the highest number of impressions • Top media Tweet: Tweet with photo, video, or Vine that received the

highest number of impressions • Top Card Tweet: Tweet with a Twitter Card that received the highest

number of impressions; this can include other people’s Tweets • Top mention: Tweet that mentioned your @handle and received the

highest number of impressions; this can include other people’s Tweets

• Top follower: Account with the highest follower count that followed you in a given month

TWITTERANALYTICS

Monthly Highlights

TWITTERANALYTICS

SOCIAL MEDIALINKEDIN

What is LINKEDIN?

LINKEDIN TODAY

Leveraging LINKEDIN for Business

Setting up Effective LINKEDINBusiness Profiles

What is LINKEDIN?✓

WHAT IS LINKEDIN?

• professional networking site • communicate with prospects and customers • platform to exchange user generated information • to promote two way relationships

LINKEDIN TODAY✓

THE REACH

!396 million global

active users monthly !!

30% of Canadian adults 2x a week

2015 Statistics

DEMOGRAPHICS

• increase brand awareness • gain leads for business • increase sales • encourage online sales • obtain testimonials and

recommendations

WHY USE LINKEDIN FOR BUSINESS

• develop thought leadership • gain referrals • undertake market research • recruit new employees

WHY USE LINKEDIN FOR BUSINESS

Setting up Effective LINKEDINBusiness Profiles✓

• need a personal page to set up company page

• https://www.linkedin.com/company/add/show

• will not work with @gmail.com domain

• enhance profesional brand • grow network • promote and grow business • Who’s viewed my profile • Full Profile Viewing • Premium search filters

Premium Accounts

• get noticed by potential employers

• connect with hiring managers and recruiters

• Premium insights

Premium Accounts

• find candidates faster • contact passive candidates • manage relationships

Premium Accounts

• focus on right prospects • get lead recommendations • informed insights • build trusted relationships • account and contact import • advanced search • real time sales updates

Premium Accounts

• company description • banner 646 px X 220 px • profile image 300 px X 300

px • description • link to website • industry • business address

Overview

• set up additional people as admins to manage company page

Admins

• how you add value • who you specialize in

helping • results you’ve achieved • how customers can get in

touch • use keywords

Company Description

• extension of company page • highlight main products,

initiative, brand • share specific content with

targeted audience • large hero image • two column layout

Showcase Pages

Leveraging LINKEDIN for Business✓

• post updates to drive engagement

• ability to attach a file • share with all audience or

targeted audience • include CTA’s & images

LINKEDINLEVERAGING LINKEDIN FOR BUSINESS

• pin posts to appear at the top of your news feed

Pinned Posts

• like • comment • respond to comments

• Generate custom follow button to link to your company page

• drive engagement from website

Follow Company

• drive job applications

Post Jobs

• direct email marketing • reach prospects directly and

credibly • email without email address

Send InMail

• showcase expertise and skills

• create your own group

Groups

• publish posts • develop authority • news app tailored to you • easy to use • customizable • engaging • join the conversation

• publish posts • develop authority

Ads✓

BUSINESS?

• acquire new customers • less intrusive advertising ./ native advertising • precise targeting • generate leads • extend reach • raise brand awareness • promote deeper relationships

WHY USE LINKEDIN ADS FOR

BUSINESSLINKEDIN ADS FOR

• Attract new followers to your Company or Showcase Page

• Drives engagement with company-specific content

• Appears on mobile devices, tablet and desktop

• existing or new content

Sponsored Updates

• Highly targeted, easy to create

• Great for budget-conscious campaigns

• Appears on the top and in the right rail of many LinkedIn.com pages

• PPC

Text Ads

• automatically sends mail when recipient is online

• personalized messages • doesn’t require knowledge

of email address

Advanced Social Media for Business

Social Media

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