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Social Media Marketing Strategy: Building Your Brand
Alex Lawrence, Weber State University
Twitter: @_AlexLawrence (underscore before my name)
LinkedIn: /AlexOnLinkedIn
Facebook: /AlexLawrence
Blog: StartupFlavor.com
Instagram: /AlexLawrence
Street Cred
73,000+ Twitter Followers (Verified Account)
5,000+ Facebook & 10,000+ Subscribers (public account)
50,000+ Blog Readers/Subscribers (fairly inactive)
3,000+ LinkedIn Connections
5,000+ FourSquare Check Ins
1,000+ mobile apps downloaded
Average 1,300+ clicks per link and 100K+ views per post
Weekly KSL Tech Correspondent – Tuesdays at 12:35pm
50M Users Put In Perspective
iPod
Internet
Radio
0 2 4 6 8 10 12 14
Years
Twitter Stats
1B registered users (7 years old)
Adding 500,000 per day
255 million active users per month
100 million active user per day
150 million tweets per day
1 billion tweets per week
Largest VC raise in history = $800M
Facebook Stats
1.28 Billion active users
757 million log on once per day
Average user has 130 friends
750 million active mobile users per month (54% increase from 2013)
70% of Facebook users are outside of the United States
Instagram Stats
7 million users & 150 million photos uploaded in first 9 months
Took Flickr 2 years to get to 100 million photos
Only on iOS during this time
4 employees for the first year+
Acquired by Facebook for $1B, now considered a steal!
Just crossed 100 million monthly active users
Mobile Market Stats
Average teen sends 1500 texts per month
76% of all phone subscribers use texting
Over 500,000 iPhone apps, 37% are free
1.08 Billion have smartphones worldwide now
Mobile usage should takeover desktop by end of 2014
½ of all searches are done on a mobile device
Americans spend 2.7 HOURS per day socializing on mobile
Twice the amount of time they spend eating!
27% of Time Spent Online = Social
Twitter, Facebook and Instagram: Most active users are women age 35 - 54
27% of all users check status and post updates 10+ times per day
40% of all users post updates while driving
30% of all users update networks while on dates
64% of all users post updates while at work
Advertising $ Follow Eyeballs
1995 2013
Global Internet Ad Revenue
$55MM $125B
Ad Revenue Per User $9 $100+
Global Internet Users
6MM 2.4B
SO WHAT DO I DO?
Be yourself
The billboard test
Customers talk to each other online – a lot
It’s not a commercial!
Real photos, custom backgrounds, detailed info
Research the networks, commit to two
Don’t give the keys to you/your brand to someone else
An Example Of What To Do
The Red Dress – Brick and Mortar Clothing Boutique
Opened a retail store that did okay, then a second (which failed)
Moved online and focused on social networks (FB, Pinterest, IG)
$63K to $7M in sales since 2010. Online is 93% of business.
Married, pregnant with kids, husband in law school during all of this
Not a commercial: inspiring quotes, images of her with children, personal home décor
Hand-written thank you notes, surprise free orders
Hard work, research, daily effort and creativity = GROWTH
Activity Equals Influence
Either in or out
Customers recognize insincerity
Listen and Engage
Time – no quick fix, no quick results
SEO value from social Rankings Clicks Customers
Encourage employees to be social, don’t block it!
Suggestions and Tools
Use analytics to find best times and what content is responded to (buffer is simple and cheap)
**Connect other networks (Twitter to LinkedIn, etc.)
Be sure to reply to people where they replied to you
Use a mobile application to share “live” updates
Setup keyword searches and join conversations
Photos work really well
Suggestions and Tools
Tweetdeck
NutshellMail – keeps you in your email box
Google+ (Google the search engine likes it)
Stumbleupon.com – great for content discovery
Mobile apps for Facebook, Twitter, Instagram and Buffer
Open Q & A
Let’s Talk About You What networks? How often should you post? How do you find and curate content? Photos work, of what? Where? One entry point connected to multiple exit points (buffer) Consistency is key Authenticity is also key Other questions or comments
Takeaways
Social media is not a toy for kids
It is not a fad
If you aren’t actively engaged now, you are behind
Employers, partners, investors and customers are there
The great equalizer – small business can compete with large
You will likely need to understand social and be good at it in order to survive
