The Power of Social MediaThe Power of Social Media
September 20, 2011
Maple Hill Farm
…What is social mediaFacebookEdgeRankFacebook advertisingTwitterYouTubeLinkedInManagement of Social MediaQuestions
Today’s Presentation Today’s Presentation
What is Social Media?What is Social Media?“Forms of electronic communication (as websites
for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (videos).”
Word of mouth…magnified!
A powerful SEO tool.
Can you name the most visited website?
How about the #2 Search engine?
Why we’re all here…Why we’re all here…
http://www.youtube.com/watch?feature=player_embedded&v=3SuNx0UrnEo
FacebookFacebook
Why Facebook?
How many people in the room use Facebook?
It’s just not good enough to have a website anymore.
Facebook is great for live interaction and engagement with your customers.
The near future and the blurred line between your website and Facebook.
Where should you send people? Website vs. Facebook. One way vs. two way.
750 million
Facebook Strategies Facebook Strategies You will “Like”You will “Like”
Key strategies –
1. Participate (be active)2. Use content to serve, then sell3. Connect with influencers4. Empower your customers
Profile with Top NewsProfile with Top News
Most Recent News Most Recent News
The Impact of Facebook The Impact of Facebook EdgeRankEdgeRank
98% of users are greeted with “Top News” when signing on to Facebook
This is determined by Facebook’s EdgeRank algorithm:
3 3 Factors that impact Factors that impact EdgeRankEdgeRank
1. Affinity: How often do you interact with the post creator? How many friends do you have in common with the post creator?
2. Weight: How many people have interacted with the post? What type of interactions? What kind of interactions? What kind of content is included in the posts (photo, link, video)?
3. Relevancy: How timely is the post? Does the post contain content targeted at your interests or activities?
How to use Facebook as PR and How to use Facebook as PR and marketing toolmarketing tool
1. Ask questions2. Post trivia3. Interact with fan engagement4. Incorporate relevant photos 5. Relate to current events6. Incorporate video7. Content for time-sensitive
campaigns8. Include links
Best Ways, Days, and Times to Best Ways, Days, and Times to PostPost
Posts that contain less than 80 characters have a 27% higher rate of engagement.
Posts that contain the full-length URL have a 300% higher level of engagement.
The best times to post are: early morning, after work, and late at night.
The best days to post are: Mondays, Thursdays, Fridays, and Sundays.
The The Don’ts Don’ts when using when using FacebookFacebookDon’t:
1. Don’t be overly promotional. Respect the space.
2. Don’t jump into a promotion without first looking at the market objective and baseline.
3. Don’t ignore what the likers are saying and don’t ignore the types of content that they engage most with.
Facebook advertisingFacebook advertising
Facebook Advertising…Facebook Advertising…why? why? Biggest benefit: targeting.
You can target by location (Country, state, or
city).
You can target by demographics.
Age, sex, relationship, languages.
You can target by Likes and Interests.
You can target by Education and Work.
Finally: you can target friends of friends (of
friends).
Examples of targeting: Maine Office of
Tourism
1. More about sharing and timeliness.2. Twitter is about “Peripheral
Connections” that are in sync with you.
3. Twitter is consists of many mobile users
4. Twitter marketing is about Secondary Exposure.
5. Twitter Marketing rests upon the platform of “First Effectual Impressions”
6. Search feature called hash tags (#insurance)
200 million
FactsFacts
Twitter is used by just 8% of Americans (compared to 51% for Facebook).
Brand Interactions Occur Predominately on Facebook
Among the 25% of respondents that have followed a company in social media, 80% have done so via Facebook. Just 6% have done so on Twitter.
80/20 rule – 80% of content should be resourceful or helpful. 20% should be about your company.
Tips for Tips for
1. Share your knowledge2. Customize your channel 3. Use keywords4. Add your URL to the description 5. Plan your “Marketing Funnel”6. Create playlists7. It is social media (interact)8. Use multiple calls to action9. Promote your video
2 billion views per day
Are you ?Are you ?
LinkedIn.com is a business-oriented social networking site.
Connect with previous co-workers, get recommendations, etc.
Great place to build your professional network.
Good place to start for beginners because it doesn’t need as much maintenance.
Highest level of professional content of all social media sites.
Post and update your resume.
100 million
PAGE VIEW
1 million users sign up per month since 2009.
Are you ?Are you ?
PAGE VIEW
Google Plus Google Plus
Known as the “Facebook Killer”. Allows users to “like” stories or content.Easy to share content with circles of
friends, co-workers, or targeted people.Google Plus is not available for
businesses (yet).Hangouts let you video chat with friends
or co-workers.Launched in 2011. Google+ is invite only
right now.
32 Million
Start a Blog Start a Blog
It’s Free. Wordpress is the most popular blog
siteShare your knowledge.Discuss industry headlines and issuesPromote your business or personal
interests.Contribute daily, weekly or monthly.A resource for customers other than
your website.
152 Million Blogs
Start a Blog Start a Blog
152 Million Blogs (17.5 Million on Wordpress)
It’s Free. WordpressShare your knowledgeDiscuss industry headlines and issuesPromote your business or personal
interestsContribute daily, weekly or monthlyA resource for customers other than
your website.
Social media management Social media management Managing engagement requires a
structured team approach.Community Manager role is one of
the fast growing roles in digital media.Community Manager must:
◦ Be authentic◦ Listen◦ Build relationships◦ Be an expert of your product/company◦ Engage both online and off
Social Media Policies in Social Media Policies in PlacePlace
Social policy: Bridge PR, customer service, and human relations. Identify stakeholders, determine your objectives and
benchmark best practices. Moderate comments, post relevant messaging, and mix
up posts with news, updates, awareness, recruiting volunteers and fun things.
Employee guidelines: Establish that employees are personally responsible for
content, use disclaimer language and substantiate claims, respect laws and stick to their area of expertise.
Don’t be misleading, provide confidential info, reference clients without approval, pick fights or comment on legal matters.
What are others saying about What are others saying about you?you?
Google AlertsSocialmention.comNutShellMail.comTwilerts
◦Don’t need a Twitter account.◦Delivered to your Inbox.◦Observation only.
TweetDeck◦What are people saying about your
community?◦Opportunity for you to respond.
Responding to Social Responding to Social MediaMediaFacebook posts receive 50 percent of
their “likes” in the first 80 minutes.80 percent occur in the first 7 hours.95 percent within 22 hours.New “Send” feature unveiled yesterday.
In addition to clicking “like” many pages can create a “send” feature, making it easier to share content. Ex: Deals, promotions, gossip.
Measuring Social MediaMeasuring Social Media
Start with baselines.Create goals.Use Google Analytics to track Facebook
referrals.Resources:
- Meltwater Buzz
- Radian 6
- New widgets are coming out regularly
- Facebook Insights
- Socialmedia.org
Key Takeaways Key Takeaways
Social media is not a trend. Be strategic in posting, know
your audience.Find the right social media site
for you.Find the right staff for your social
media.Engagement, ask questions, get
feedback.
Questions?Questions? NOW LATER
Greg GlynnAccount Executive
Nancy Marshall Communications
Get connected…Get connected…Find us on FacebookNancy Marshall Communications
Twitter: NMCMaine
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