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

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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

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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


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

Offer


FACEBOOK

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

Event


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

https://www.facebook.com/ads/manager/account/campaigns/?act=103917619722169&pid=p3

!• 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

https://www.linkedin.com/company/2webdesign-com/analytics?trk=top_nav_analytics

SOCIAL MEDIATWITTER

What is TWITTER?

TWITTER TODAY

Leveraging TWITTER for Business

Setting up Effective TWITTERBusiness Profiles

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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



https://tweetdeck.twitter.com/#

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

http://hashtagify.me

http://RiteTag.com

TWITTER



http://hashtagify.me/hashtag/webdesign

TWITTER



https://ritetag.com/audit/

TWITTER



https://ritetag.com/audit/

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

TWITTERADS ANALYTICS

https://ads.twitter.com/accounts/18ce53uv5eq/campaigns_dashboard

!• 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

https://analytics.twitter.com/user/2WebDesign/home

SOCIAL MEDIALINKEDIN

What is LINKEDIN?

LINKEDIN TODAY

Leveraging LINKEDIN for Business

Setting up Effective LINKEDINBusiness Profiles

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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

LINKEDIN

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

recommendations

WHY USE LINKEDIN FOR BUSINESS

LINKEDIN

• 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


LINKEDIN

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

http://gmail.com

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


LINKEDIN

Premium Accounts

• get noticed by potential employers

• connect with hiring managers and recruiters

• Premium insights


LINKEDIN

Premium Accounts

• find candidates faster • contact passive candidates • manage relationships


LINKEDIN

Premium Accounts

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


LINKEDIN

Premium Accounts

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

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


LINKEDIN

Overview

• set up additional people as admins to manage company page


LINKEDIN

Admins

• how you add value • who you specialize in

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

touch • use keywords


LINKEDIN

Company Description

• extension of company page • highlight main products,

initiative, brand • share specific content with

targeted audience • large hero image • two column layout


LINKEDIN

Showcase Pages


LINKEDIN


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

Posts

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


Pinned Posts

• like • comment • respond to comments


Posts

• 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


Pulse

• 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


Sponsored Updates


Sponsored Updates


Sponsored Updates


Sponsored Updates


Sponsored Updates


Sponsored Updates


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


Text Ads


Text Ads


Text Ads


Text Ads


Text Ads


• automatically sends mail when recipient is online

• personalized messages • doesn’t require knowledge

of email address

Sponsored InMail


• reach audience on and off LinkedIn

• target the right people • measure impact of ads

Display Advertising


• nurture prospects • sequence ads and content

based on prospects • capture leads • AB test ads, messaging • measure performance • right message at the right

time

Lead Accelerator



Analytics✓

LINKEDINADS ANALYTICS

https://www.linkedin.com/ad/accounts/502528436

• Updates: A table showing the most recent updates • Reach: A graph showing the trend on the number of times your

updates were seen both organically and through paid campaigns on a daily basis. Use the dropdown on the left side of the page to change the date range.

• Engagement: A graph displaying the number of times members clicked, liked, commented on, and shared your content in both organic and sponsored campaigns. You can adjust the date range with the dropdown on the left.

Updates / Reach / Engagement

LINKEDINANALYTICS

LINKEDINANALYTICS


• Type: total, organic, and acquired members following your page • Follower Demographics: A breakdown of who's following your

company using 5 types of demographic data. Use the dropdown menu on the right to see seniority, industry, job function, company size, and more.

• Follower Trends: Showing how your number of followers has changed over time. Use the dropdown on the right to select preferred date ranges.

• How You Compare: Your number of followers compared to other companies.

Followers

LINKEDINANALYTICS

LINKEDINANALYTICS


• Page views: A graph showing how many times your Company Page was viewed. If you have a Career Page, you'll see page views for this too. You can adjust the date range with the drop-down menu.

• Career Page clicks: If you have a Career Page, this graph shows you how many times viewers clicked various elements of your Career Page. You can adjust the date range with the dropdown above.

• Unique visitors: A graph showing how many LinkedIn members visited your page. This is similar to page views, but removes duplicate visits to a single page such as when a member refreshes your Company Page or navigates away from it, but returns later. You can adjust the date range with the drop-down menu.

• Visitor demographics: This is a graph showing a breakdown of who's visiting your Company Page using 5 types of demographic data: Seniority, Industry, Function, Company Size.

Visitors

LINKEDINANALYTICS

LINKEDINANALYTICS


Any Questions?

(306) 664.2932 [email protected]

http://www.2webdesign.com/blog/develop_a_social_media_strategy

@2WebDesign

2webdesign-com

2webdesign

mailto:[email protected]

http://www.2webdesign.com/blog/develop_a_social_media_strategy