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Ramona Cruz Peters
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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!
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!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Introduction!
Who am I?!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Introduction!
Who am I?!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Introduction!
Who am I?!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Introduction!
Whoʼs in the audience?!
Image source: hellobloggerz.com
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
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)!
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!
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
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Which social networks are right for me?!
• 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”
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Which social networks are right for me?!
• 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
• 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
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
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!
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!
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!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
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
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
Facebook: Building your Network!
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
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
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
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
Twitter: Building your Network!
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 #
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
Pinterest: Creating Pinboards!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
Pinterest: Following Others!
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”
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
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
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
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
LinkedIn: Adding Connections!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
LinkedIn: Groups!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
YouTube!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Major Social Networks!
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
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Contacts!• Email!
• 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 !
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!
8402 Cross Park Drive Austin, TX • 512-697-8600 • 800-373-2081 • austinrecovery.org!
Questions?!
???