Marketing

Online Tools and Resources

Chris N.

West

#

#HashtagJimmy

• Build cohesiveness.

• Engage your audience.

• Create searchable feeds.

Use in:

• Blog titles

• Google+ posts

• Facebook and Twitter updates

• Image descriptions on Pinterest

and Instagram

• Vine videos

• Increase your information bandwidth

• Create custom pages w/incentives

• Connect to Twitter to cross-promote

• Create Social Media tabs: pinterest, twitter,

linkedin

• Talk casually w/other businesses; tag them!

• Set your Vanity URL for traditional

marketing

• Use Ads/Sponsored Stories to get message

out

• Develop a custom application

• “Like” industry-related businesses, vendors,

competition

Business Pages

SEO for Facebook

• Vanity URL

• About Section and Page

Name

• Keywords Inside Posts

Storytelling on Facebook

• EdgeRank

• Likes, Comments, Shares

• Think Engagement

• Depends on Current Followers

• Posting Videos

• What‘s your favorite __________

• Relate to Consumers and Products

• Write about a current events

Organic on Facebook

• Automating everything

• Only promoting your

services

• Buying Likes

• Over posting

FACEBOOK MANAGEMENT

FACEBOOK CONTENT

Organic on Facebook

Organic on Facebook

Ask questions that are easy to answer.

CASE STUDY

• Amazon

• Amazon uploads a new cover image on Facebook regularly.

• Results:

• Consistent engagement with each new cover image update

• Fresh updated feel on page

• Amazon updates their Facebook page with a fresh cover image every couple of months.

• Background:

• Amazon wanted to engage returning users to their Facebook page with content that would surprise and inspire them.

• Activity:

• The cover image is updated on a month to month basis, relating to an event or celebration such as Easter, May 4th and their own campaigns such as Handmade or #PrimePet.

• Outcomes:

• Amazon keeps their Facebook page looking fresh and also relevant for returning fans.

FACEBOOK GLOSSARY

• The number of people that see your ad over a specific period of time

• Estimated reach is the maximum number of people that may potentially see your ad

Reach

• Cost per Click

• Cost per 1000 Impressions

• CTR is “Click Through Rate”

CPC / CPM

• The single web pages that appear when a user clicks on your advert

Landing Pages

• Reduced impact of your ads over time.

• Remember Facebook likes fresh content!

Ad Fatigue

34% of marketers have generated leads with Twitter.

56% of customer tweets are ignored.

Made (ad rev)

$540 million

0.05% attracts 50% of the conversation.

8% of Americans use Twitter.

76% post status updates.

TWITTER ALGORITHM

VISUAL TWITTER

• A Twitter study into the most effective Twitter language found:

Photos average a 35% boost in retweets

Videos get a 28% boost

Quotes get a 19% boost in retweets

Including a number receives a 17% bump in retweets

Hashtags receive a 16% boost

TWITTER GIFs

SUBWAY

Short Bursts of

Information

News Distribution Dialogue

TwitterProduct

InformationProblem Solving

• Corporate Buy in. –Think about achievements

• Who will be posting for you?

• Budget

• Prepare

• What should you measure?

• Tweets, mentions , replies, referring traffic, links

• Followers per day

• Crisis Management

Twitter TipsTipsTwitter Team

400 Million Users61% Women; 29% Men

Users age 15–35Income under $15,000

• Top Brand: Nike

• Most Shared Brand: MTV

• Most Followed Brand: The Ellen

DeGeneres Show

83% of posts include

#Hashtags.

• Bio

• Like photos

• Themed accounts

• Engage comments

• Tag Followers

• GEO Tag photos

• Share a variety of content

• Timing Matters

• Hashtags are key

• Don’t forget Video

• Filters Help

• Engage With Competitors’

Followers

• Consider Curating User-

Generated Content

INSTAGRAM AD BEST PRACTICE

• Content must be right for

Instagram

• Unique images that jump out in

the busy newsfeed

• Include hashtags and

understand how your

customers use them

• Video content can play up to 60

seconds now

• Photo carousel posts and

slideshows are now supported

formats

CASE STUDY: GO PRO

• Go Pro

• Go Pro has a

huge

following and

uploads one

customer

image a day

• Results:

• Nearly 10m

followers

• Over 19m uses

of brand

hashtags

• Go Pro uses a branded hashtag, and cash

incentives to encourage product

endorsements from real life customers.

• Background:

• Go Pro wanted to showcase the versatility of

the camera, through the eyes of the

customer.

• Activity:

• Go Pro encourage submissions of photo and

video content. Users must tag images with

#GoPro

• They share the best one every day on

Instagram and credit their authors.

• Outcomes:

• Over 19 million photos submitted to

Instagram with the #GoPro hashtag, and

over 9 million followers.

INSTAGRAM MANAGEMENT

Later

• Upload, schedule and manage from mobile and desktop

• Manage multiple accounts, and team members

• Plan visual content calendar

• Search and repost

• From $19/m

Iconosquare

• View photos and engage with content

• Get key metrics about your account such as followers and unfollowers

• Find out best times to post, and best filters to use

• From $5/m

Schedugram

• Upload and schedule content from desktop

• Manage multiple accounts

• Bulk uploads available

• From $50/m