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Effective Affordable Compassionate Treatment 8402 Cross Park Drive Austin, TX 512-697-8600 800-373-2081 austinrecovery.org Using Social Media for Marketing and Engagement Presented by Ramona Cruz-Peters

Social media marketing and engagement

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Ramona Cruz Peters

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Page 1: Social media marketing and engagement

Effective!Affordable!Compassionate!Treatment!

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Using Social Media for Marketing and Engagement!Presented by Ramona Cruz-Peters!

Page 2: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Presentation Overview!

•  Introduction!•  Why should I/my organization be involved in social

media?!•  What time and skills are required?!•  Which are the right social networks for me/my

organization?!•  Realistic expectations!•  Doʼs and Donʼts!•  Intro to each of the major social networking sites!•  Helpful tools!•  Contacts!•  Q&A!

Page 3: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Introduction!

Who am I?!

Page 4: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Introduction!

Who am I?!

Page 5: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Introduction!

Who am I?!

Page 6: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Introduction!

Whoʼs in the audience?!

Image  source:  hellobloggerz.com  

Page 7: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Why should I be involved in social media?!

Image  source:  icrossing.com  

Page 8: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Why should I be involved in social media?!

•  80% of US social network users prefer to connect to brands through Facebook (source: HubSpot, 2012)!

•  56% of people are more likely to recommend a brand after becoming a fan on Facebook (source: Digital Buzz Blog)!

•  Social media advances your brand by building a relationship with consumers, nurturing your loyal fans, and differentiating your brand through an emotional connection. This all build trust. (source: Forrester Research, 2012)!

•  There has been a shift in business. Customers now demand more, feel entitled to voice feedback, and more importantly, expect change when feedback is given!

•  Social media presence adds to business and sales leads and increases traffic to your website. Businesses that have blogs generate 88% more leads per month and have 55% more web visits per month than those who donʼt (source: HubSpot, 2010)!

Page 9: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Time and Skills Required!•  Time to properly set-up profiles and build network!•  Time to post updates!

–  Facebook: daily!–  Twitter: daily!–  Pinterest: weekly!–  Blog: weekly!

•  People skills!–  Greet people positively!–  Listen!

•  Basic word processing/computer skills!

Page 10: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Which social networks are right for me?!

Image  source:  twentyproject.com  

Page 11: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Which social networks are right for me?!

Facebook  

•  1B  ac&ve  monthly  users  •  500M  sign-­‐in  daily  

•  The  dominant  force  in  social  media  •  Ideal  for  businesses  to  connect  with  

current  customers  •  Ability  to  post  and  share  photos,  videos,  

links,  status  updates,  and  more  •  65%  are  age  35+  •  60%  female  

•  Ability  to  have  a  “fan  page”  profile  type  which  includes  features  not  available  to  individual  users,  including  page  metrics  

Twi,er  

•  Real  &me  social  messaging  •  Connect  with  customers  with  news  and  

ideas  •  Can  post  photos,  links,  and  brief  updates  in  140  characters  or  less  quickly  

and  simply  •  55%  are  age  35+  •  60%  female  

•  Gives  you  the  ability  to  understand  your  fans/customers  by  following  them  

•  Majority  of  users  access  TwiQer  through  mobile  devices,  making  your  updates  to  

them  in  true  “real  &me”  

Page 12: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Which social networks are right for me?!

Pinterest  

•  Image-­‐based  •  3rd  most  popular  social  

network  in  the  US  •  83%  users  are  female  

ages  18-­‐34  •  Has  snagged  the  elusive  

female,  non-­‐technical  adopter  demographic  (source:  eReleases,  2012)  

•  One  of  the  fastest  growing  social  networks  

ever  •  Quickly  becoming  

essen&al  in  online  consumerism  

LinkedIn  

•  Adds  millions  of  new  users  each  month  

•  Ideal  for  making  business  to  business  

connec&ons  •  If  you  are  an  employer,  

essen&al  for  “owning”  your  employment  brand  •  Online  resume  •  79%  are  35+  

Google+  

•  400M  users  •  Owned  by  Google,  who  

has  proven  success  and  dominance  in  online  

space  •  Currently  63%  of  users  

are  men,  most  of  which  post  about  technology  

•  Integrated  with  Google  search,  Chrome  browser,  Google  Maps,  Google  Docs,  YouTube,  etc.  

•  Helps  with  Google  search  ranking  

Page 13: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Which social networks are right for me?!

YouTube  

•  800M  visitors  per  month  •  4B  videos  watched  everyday  

•  Owned  by  Google,  great  for  search  engine  placement  

•  Must  have  the  ability  to  create  original  video  content  (either  on  your  own,  or  through  video  produc&on)  and  upload  

to  YouTube  

Blogging  

•  An  online  “web  log”  of  entries,  ar&cles,  or  journalis&c  updates  to  chronicle  

events  or  share  informa&on  •  Can  be  candid  

•  People  can  “follow”  blogs  through  blog  readers  and  RSS  feeds  

•  By  the  end  of  2011,  NM  Incite,  a  Nielsen/McKinsey  company,  tracked  

over  181  million  blogs  around  the  world  •  Majority  of  bloggers  are  women  

•  About  half  of  bloggers  are  aged  18-­‐34  •  Bloggers  are  well-­‐educated:  7  out  of  10  

bloggers  have  gone  to  college,  a  majority  of  whom  are  graduates  

Page 14: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Realistic Expectations!

•  Developing a loyal following takes time and effort, you will not necessarily “go viral” and increase business overnight!

•  In addition to brand loyalty, efforts also result in increased brand awareness, which is often difficult to track!

Page 15: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Doʼs!•  DO post/share multimedia content (photos, videos and

links, not just text). !–  90% of information translated to the brain is visual, and

images are processed 60,000x faster than text!•  DO follow similar/competitor profiles!

–  How many fans/followers do they have?!–  How is their engagement?!–  What kind of content do they post?!

•  DO follow your own fans to try and understand them and what they want!

•  DO try and find a consistent “tone” for your messages!•  DO make sure your posts provide “5 seconds of fun”!•  DO engage back with your fans/followers by liking,

commenting, keeping the conversation going!

Page 16: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Donʼts!•  DONʼT oversell yourself!

–  The majority of your posts should provide value to your fans and followers!

–  No more than one in every four posts should be a sale of your product or service!

•  DONʼT fail to respond when someone asks you a question or comments on your posts!

•  DONʼT be repetitive. Try and keep your content fresh, relevant, and up-to-date!

•  DONʼT take extreme stances on topics that are not part of your business model, as you will risk turning off potential or current customers who may have different opinions, and will set yourself open to a public debate!

•  Be careful about using humor that could be misconstrued when expressed through text!

Page 17: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Page 18: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Facebook: Setting up your Profile!

“About”  info  

Profile  image  

Cover  photo  Apps  

Timeline  and  milestones  

Page 19: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Facebook: Building your Network!

Page 20: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Facebook: Sharing Content!

Schedule  post  

Type  a  status  update  or  share  a  link  

Upload  a  photo  or  video  

“Like”  a  post  

Comment  on  a  post  

Share  someone  else’s  post  on  your  profile  

Page 21: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Page 22: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Twitter: Setting up your Profile!Header  image  

Profile  image  

Bio  (160  characters)  

Username  

Page 23: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Twitter: Building your Network!

Page 24: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Twitter: Sharing Content!

Type  in  “tweet”    (140  characters    or  less)  

Share  a  photo  

Send  your  tweet  

Replying  to  a  tweet  automa&cally  includes  @username  in  your  tweet  

Re-­‐twee&ng  sends  someone  else’s  tweet  to  all  of  your  followers  verba&m  

“Hashtags”  are  a  way  to  add  a  searchable  and  trendable  feature  to  tweets  using  #  

Page 25: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Page 26: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Pinterest: Creating Pinboards!

Page 27: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Pinterest: Following Others!

Page 28: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Pinterest: Pinning/Repinning!

Hover  over  an  image,  then  click  repin  

Type  a  note  about  your  pin  

Choose  the  board  to  pin  it  to  

Click  “Pin  It”  

Page 29: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Page 30: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

LinkedIn: For your Business!Company  logo  

Header  image  

About  your  company  

Post  job  openings  

Highlight  services  

Page 31: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

LinkedIn: For You!

Organiza&ons  

Skills  &  Exper&se  Experience  

Page 32: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

LinkedIn: Adding Connections!

Page 33: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

LinkedIn: Groups!

Page 34: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Page 35: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

YouTube!

Page 36: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Page 37: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Major Social Networks!

Blogging!

•  Include  photos  and  images  as  olen  as  possible  •  Guest  blog  posts  for  cross-­‐promo&on  •  Helps  posi&on  you  as  an  expert  by  crea&ng  original,  searchable  content  

Page 38: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Contacts!•  Email!

–  [email protected] !

•  Facebook!–  Facebook.com/AustinRecovery!

•  Twitter!–  Twitter.com/AustinRecovery!–  Twitter.com/ramonaruby!

•  Pinterest!–  Pinterest.com/AustinRecovery!–  Pinterest.com/ramonaruby!

•  Blog!–  www.AustinRecovery.org/blog/!–  ramonaruby.blogspot.com !

Page 39: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Helpful Tools!

•  HootSuite!•  Smartphone ! or tablet apps!•  Scheduled posts!•  Links in email

marketing!•  Links on brochures!

Page 40: Social media marketing and engagement

8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!

Questions?!

???