Social Media Marketing Sink or Swim?

Tips to consider before you jump in, if you're treading water in the deep end, or even if

you're comfortably doing laps.

Presenter Erika L. Forsythewww.linkedin.com/in/erikaforsythe

REMEMBER THIS

TRIVIASocial Media Marketing

Question 1

What % of Americans use Facebook during work every day?

A. 55%B. 29%C. 90%D. 15%

Answer 1

B. 29%

Source:

Question 2Facebook posts with a photo generate how much more engagement than text

alone?

A. 55%B. 95%C. 120%D. 80%

Answer 2

C. 120%

Question 3

What is the best time of day to post on Instagram?

A. During the workdayB. After 9:00 PMC. On the weekendD. All of the above

Answer 3

D. All of the Above Source:

http://searchenginewatch.com/article/2297158/How-123-Fortune-500s-Use-Instagram-Marketing-3-Tips-for-Success

http://www.clickz.com/clickz/news/2297417/how-fortune-500-companies-are-using-instagram-to-build-their-brands

http://mashable.com/2013/09/30/fortune-500-instagram/?utm_cid=mash-prod-email-topstories&utm_emailalert=daily&utm_source=newsletter&utm_medium=email&utm_campaign=daily

Question 4

What percentage of social media users are more likely to purchase from a business

they are connected with?

A. 55%B. 58%C. 71%D. 95%

Answer 4

C. 71%

Source:

The Small Business Guide To Social Media Mastery [INFOGRAPHIC]

http://socialmediatoday.com/1603731/small-business-guide-social-media-mastery

Posted by:

Tammy Kahn Fennell

Question 5

Which Social Network has the highest % of regular use by small businesses?

Google+ YouTube PinterestTwitter LinkedIn

Facebook Instagram FlickrVine Reddit Orkut Tumblr

Foursquare Vimeo Yelp

Answer 5

LinkedIn 30%Facebook 22%Twitter 14%YouTube 13%Google+ 7%Pinterest 3%

Source:The Small Business Guide To Social Media Mastery [INFOGRAPHIC]

http://socialmediatoday.com/1603731/small-business-guide-social-media-mastery

Posted by:

Tammy Kahn Fennell

Objectives?

Have an on-line presence.

So, you want to use

social media tools to

market your product or

service to your audience?

Place Photo Here,

Otherwise Delete Box

Place Photo Here,

Otherwise Delete Box

Target

Audience

Demographics

Gender?

Age?

Income?

Education?

Industry?

Purchase habits?

Place Photo Here,

Otherwise Delete Box

Place Photo Here,

Otherwise Delete Box

17

18

PLATFORM SELECTIONWhat social media tools would benefit my organization the most?

What tools will connect me to my audience?

But first, where IS my audience?

20

PLATFORM SELECTION BASED ON DEMOGRAPHICS

Who uses which social media sites the most?

Social Media Demographics

22

35 – 54No Kids/6 Figures

65% maleCollege Educated

Business Connect

67% 18 – 2946% growth

45 – 54

Women more

active

18 – 29

UrbanEducation level varies

46% users log in

daily

Social Media Demographics

23

54% Female

67% < 3548% College

67% No Kids

Less Parents

72% FemaleGrad Educated

18-50

CaucasianRural

70% MaleSingle

Well EducatedTechies

Social Media Demographics

24

100 hours of video

uploaded every

minute

58% Internet users

48% of Senior

Citizens on the web

43% of mobile

owners age 18-

29 are on itLarge African American

Population

25

PLATFORM SELECTION BASED ON TIME RESOURCES

Time, Content & Expertise

Resources: Time

27

28

29

PLATFORM SELECTION BASED ON CONTENT AVAILABILITY

Time, Content & Expertise

Different PlatformsDifferent Audiences

Different Content

31

Resources: Content

32

PLATFORM SELECTION BASED ON EXPERTISE

Time, Content & Expertise

Resources: Expertise

Lead Strategist

Community Manager

ContentManager

Analyst

34

Map

to Goals

Develop

Content

Publish &

Converse

Measure

Results

Recap

35

What are your goals? Who are you trying to reach?

What platform might be best??What resources

do you have?

(time, content, expertise)

BUILDING YOUR COMMUNITYSubtitle Here

Do NOT Use Social Media

as a Billboard

Build Relationships

10 – 20 % Rule

AudienceA.K.A. Your

Community

Build Relationships

Attract

Engage

Influence

READY TO BUILD RELATIONSHIPS WITH MY COMMUNITY!

WHAT EXACTLY SHOULD I POST?

Content Ideas

41

Engage your Audience with Easy Conversation

Engage Your Audience with Visuals

Social Media Clinic - Erika L. Forsythe, Presenter 42

Use a Call to Action

43

Similar posts,

within the same

month, both

with pictures,

similar number

of impressions.

Instructions

brought 4 x as

many Likes.

Treat Your Fans Like VIPs

44

Keep Content TimelyOreo Super Bowl Tweet Example

45

Oreo tweet during Super Bowl

blackout retweeted over

15,000 times that night alone.

Make Posts Personalized

46

BECOME PERCEIVED AS AN EXPERT

How Real Businesses Use These Tips to SHARE

Become a Field Expert

The Prospecting Expert: A Consultant - www.theprospectingexpert.com

Kelly Lester

www.easylunchboxes.com

AudienceA.K.A. Your

Community

Loyal

Customers/

Clients/

Alumni

Converse

With

You

Converse

With Each Other

Brand Advocate

Recommends You

Clinic

Community Discussion

• What social media channels are you using?• What are your social media marketing

goals, audience (or community) demographics, resources for time, content & expertise?

• What type of content is working and generating engagement? Not working?

• What keeps you from jumping in or overwhelms you or is difficult to manage?

• What specific challenges have you run into?

TAKE HOME MESSAGE

Erika L. Forsythe

elf@elfsocialmedia.com

References

Greenspoint [Demographic Cartoon]. 2013. Greenspoint.org

Retrieved March 3, 2014 from:

http://www.greenspoint.org/Demographics.shtml

Bard, Myrna. [The Social Web Photo]. 2012. www.igenii.com/

Retrieved March 3, 2014 from:

http://www.igenii.com/blog/Social%20Media/social-media/

Nica, Andreea. [Social Media Bandwagon Photo]. 2013.

http://socialmediastrategiessummit.com/Retrieved March 3, 2014

from: http://socialmediastrategiessummit.com/blog/3-tips-social-

media-for-social-enterprises/

References

Ohrt, Darryl. [The Yammer Billboard Photo]. 2011.

http://www.brandflakesforbreakfast.com/ Retrieved March 3,

2014 from:

http://www.brandflakesforbreakfast.com/2011/01/using-old-

media-to-bash-old-media.html

The Wishpond Blog (January 8, 2014). “Social Media Marketing: Which platform is right for your business?” business2community.com. Retrieved March 7, 2014 from http://www.business2community.com/social-media/social-media-marketing-platform-right-business-0735411#!yS5Ms/

Silverman, Matt (February 20, 2014). “5 YouTube Facts that will surprise you.” mashable.com. Retrieved March 7, 2014 from http://mashable.com/2014/02/20/youtube-5-facts/

References

Schmoyer, Tim. February 14, 2013 “Debunking YouTube

Demographics Myths” reelseo.com. Retrieved March 7, 2014 from

http://www.reelseo.com/youtube-demographics-tip/l

The Wishpond Blog (January 8, 2014). “Social Media Marketing: Which platform is right for your business?” business2community.com. Retrieved March 7, 2014 from http://www.business2community.com/social-media/social-media-marketing-platform-right-business-0735411#!yS5Ms/

Silverman, Matt (February 20, 2014). “5 YouTube Facts that will surprise you.” mashable.com. Retrieved March 7, 2014 from http://mashable.com/2014/02/20/youtube-5-facts/

References

• Willis, G. (October 8, 2013). “How small business can boost success through social media.” [Video file]. Fox Business. The Willis Report. Retrieved November 14, 2013, from http://video.foxbusiness.com/v/2730842578001/how-small-business-can-boost-success-through-social-media/

Dennis. [Expert Cartoon]. 2012. Actlikeaman.org. Retrieved from http://www.actlikeaman.org/master/expert/

Mershon, P. (January 18, 2012). “9 Small Business Social Media Success Stories.” Socialmediaexaminer.com. Retrieved November 14, 2013 from http://www.socialmediaexaminer.com/9-small-business-social-media-success-stories/

Noff, A. (February 1, 2010). “Building a presence from scratch on the Social Web.” Socialmedia.biz. Retrieved November 14, 2013 from http://socialmedia.biz/2010/02/01/hp-israels-psg-group-gains-momentum-in-the-social-media-world/

References

• Hart, G. “Stop Selling & Start Succeeding.” Sales Du Jour. Retrieved November 14, 2013, from http://www.salesdujour.com/selling/stop-selling-and-start-succeeding/

Lucy. (July 19, 2013). :6 ways to build community around sharing platforms.” UnstashRetrieved November 14, 2013, from http://blog.unstash.com/6-ways-to-build-community-around-your-sharing-platform/

Anthony, S. “A Day in the Life of Sifu Anthony (or any Small

Business Owner).”

Retrieved November 14, 2013,

from flowingzen.com/8729/a-day-in-the-life-of-sifu-anthony

How often should you post on your Facebook pages?

Jan Rezab

http://www.socialbakers.com/blog/147-how-often-should-you-

post-on-your-facebook-pages

How to Create a Social Media Strategy

Rachel Strella

http://socialmediatoday.com/rachel-strella/679466/how-create-

social-media-strategy

References

60

Secret Social Marketing Tips: Best Post Frequency

SocialBakers

http://www.socialbakers.com/blog/882-secret-social-marketing-

tips-best-post-frequency

How to Get Employees to Embrace Social Media

Stephanie Shkolnik

http://www.socialmediaexaminer.com/develop-your-internal-

social-media-structure/

References

61

Social Media Network Demographics: Where Should Your

B2B Start?

Sam Lowe

http://smallbusiness.yahoo.com/advisor/social-media-network-

demographics-where-b2b-start-174410029.html

Social Media Overload

a.s.a.p.r. Integrated Marketing

April 2012 Newsletter

References

62

How to Determine Which Social Media Network Fits Your

Business

Jayson DeMers

http://www.audiencebloom.com/2013/05/how-to-

determine-which-social-media-network-fits-your-

business/

References

63

Social Media Clinic - Erika L. Forsythe, Presenter 64

References

• Solution Partner Spotlight: Safe & Effective Social Media Messaging− Cary Lee− http://blog.hootsuite.com/effective-social-

messaging/

• How Social Media Messaging Builds Your Brand− Wildfire, a division of Google | 323 Fairchild Drive,

Mountain View, CA 94043 | 888.274.0929 | www.wildfireapp.com | wildfire@google.co

− http://www.usric.org/uploads/1/8/4/1/18419537/building_a_brand_via_social_media.pdf

Social Media Clinic - Erika L. Forsythe, Presenter 65

References

• That Oreo Tweet Was Cool, But is Real Time Marketing Worth the Hype?− Alex Kantrowitz− http://www.forbes.com/sites/alexkantrowitz/2013/

02/06/that-oreo-tweet-was-cool-but-is-real-time-marketing-worth-the-hype/

• Why Microsoft Cannot Kill Used Games on the Next Xbox− Paul Tassi− http://www.forbes.com/sites/insertcoin/2013/02/0

7/why-microsoft-cannot-kill-used-games-on-the-next-xbox/

Social Media Clinic - Erika L. Forsythe, Presenter 66

References

• The Timing of Contextual Relevance on Social Media− Matthew Peneycad− http://socialmediatoday.com/rgbsocial/1568476/ti

ming-contextual-relevance-social-media

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