Young Women Social Entrepreneurs – Los Angeles

SOCIAL MEDIA 101

ABOUT ME

• 7 years online marketing experience• My work in a nutshell:

– Goal Oriented– Measurable– Efficient

• Director of Monetization & Analytics, Perfect Market

SOCIAL ME

@charleneiniguez

charleneiniguez

charlene@perfectmarket.com

SOCIAL EVERYBODY

@charleneiniguez

• Facebook: YWSELosAngeles

• Twitter: @YWSE_LA

• Today’s training hashtag #YWSELA

OUTLINE

• Why is social media important• The Social Media ROI Cycle• The Social Media Sites

– Facebook– Twitter– The Others (Linked In, Google Plus, Stumble

Upon)• Tools to make your life easier• Questions

SOCIAL MEDIA MARKETING

• Using social media sites to further business goals

@charleneiniguez

twitter fb google+

• Gaining traffic or attention through social media sites

WHY SOCIAL MEDIA MARKETING?

@charleneiniguez

• feeds into the discovery of new content such as

news stories

• can help build links that in turn support SEO

 efforts

• people perform searches at social media sites to

find social media content

WHY SOCIAL MEDIA MARKETING?

@charleneiniguez

Users

• Facebook: 750 Million (Jul)

• Twitter: 100 Million “active” users (Sep)

• Google+: 40 Million (Oct)

THE SOCIAL MEDIA ROI CYCLE

1

2

3

Stage 1: Launch

Stage 2: Management

Stage 3: Optimization

Via Jamie Turner@60SecondTweets

@charleneiniguez

STAGE 1: LAUNCH

Launching the Big 3

•Approach: Executional

•Focus: Short-Term

•Objective: To have a Social Media Presence

•Results: Negligible

1

2

3

@charleneiniguez

1

2

3

STAGE 2: MANAGEMENT

•Approach: Tactical

•Focus: Mid-Term

•Objective: Customer Engagement

•Results: Increased Traffic

Big plus More

Creative

Quant.

Qual.

New initiatives

@charleneiniguez

•Approach: Strategic

•Focus: Long-Term

•Objective: Social Media ROI

•Results: Revenue Growth

1

2

3

New initiatives

Big 3 plus More

Creative

Quant.

Qual.

Conversion/ Optimization

ROI

STAGE 3: OPTIMIZATION

FACEBOOKFacebook Groups vs. Fan Pages• Pages

– are visible to unregistered people and are thus indexed (reputation management)

– better for a long-term relationships with your fans, readers or customers

• Groups – allow to send out “bulk invite” (you can easily invite all

your friends to join the group while with pages you will be forced to drop some invites manually)

– better for viral marketing, meaning that any group member can also send bulk invites to the friends of his

– better for hosting a (quick) active discussion and attracting quick attention.

@charleneiniguez

FACEBOOK: PAGE VS. GROUP

FACEBOOK: BEST PRACTICES

• Establish goals– # of fans – # of users– # of likes

• Tracking– Facebook insights– Google analytics

• http://www.socialmediaexaminer.com/how-to-add-google-analytics-to-your-facebook-fan-page/

• http://www.socialmediaexaminer.com/how-to-track-tweets-facebook-likes-and-more-with-google-analytics/

• http://www.google.com/support/analytics/bin/answer.py?answer=55578

– URL shorteners (https://bitly.com/ )

@charleneiniguez

FACEBOOK: BEST PRACTICES

• Welcome Pages

@charleneiniguez

FACEBOOK: BEST PRACTICES

• Splash Product Page – GAP• Interactive – Coke• Contest – Farmers Insurance• Lead Capture – American Express

@charleneiniguez

FACEBOOK: ON-SITE

• Facebook login to your site• Like button

– When a Ticketmaster user posts a specific event they are attending, or may want to attend, to Facebook, it generates $5.30 of direct ticket sales

– American Eagle added the Like button next to every product on their site and found Facebook referred visitors spent an average of 57% more money than non-Facebook referred visitors

@charleneiniguez

FACEBOOK:TIPS

• Ask questions on your Facebook fan page (“Would?” gets the most engagement)

• Post games and triviaInteract with fans• Use wall “sapplets” — coupons, polls & other out-

of-the-ordinary posts• Use relevant photos• Relate to current events• Incorporate videos• Post time-sensitive content• Post links• Be explicit in posts

@charleneiniguez

TWITTER SLANG

• RT• via• @reply• Hashtag• DM• Twitter search• Live tweeting• Let’s tweet!

@charleneiniguez

TWITTER

• Twitter helps SEO

@charleneiniguez

TWITTER: KEEP GOALS IN MIND

• Do you want to build your profile and perceived expertise in a niche or industry?

• Do you want to drive traffic to your blogs?• Do you want to use it to network with others in

your niche?• Is it a branding exercise?• Do you want to show your readers a more

personal side of yourself?• Is it more of a social exercise?

@charleneiniguez

TWITTER: MOST RETWEETABLE WORDS

@charleneiniguez

TWITTER

• Follow industry specialists and get them to notice you, connect w/ others in your niche– Health experts on twitter http://

www.lpn-to-rn.net/blog/2009/top-100-health-experts-on-twitter/

• Don’t be a self-centered twitterer. Give and take.• Use a tweet scheduling tool such as hootsuite• Think: Headline, Body, URL just like a google

listing

@charleneiniguez

OTHERS

• Linked-In• Google+• StumbleUpon

@charleneiniguez

MY TOOLSET

• Hootsuite• Klout• bit.ly• Google Analytics• Facebook Insights