Social Media Marketing National Interscholastic Cycling Association
2011 06 11_presentation_nic_apowerpoint
May 13, 2015
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Social Media MarketingNational Interscholastic Cycling Association
THe Media
Traditional
•Audience Development: Radio Waves, direct mail, television, etc. •Engagement editorial content, advertising strategies and promotions•Revenue Source: Advertising sales
The Media
Social
Audience Development: Facebook, Twitter, Foursquare Engagement: Editorial Content & Promotions Revenue Source: Brand Sales
SOcial Media Audience Development
The Argument Against “Groups” for Organizations
Best for friends, Family & Classrooms
Facebook is still in development
Cannot transfer Group Members to Fans
No Ads, Apps, etc.
Less Control
No Measurement
SOcial Media Audience Development
SOcial Media Audience Development
SOcial Media Audience Development
SOcial Media Audience Development
Facebook Objects
SOcial Media Audience Development
SOcial Media Audience Development
Best ROI
PPC
Sponsored Stories
Test, Test Test
Artwork
Target: Friends, Fans and other
Facebook Page Fans (Bicycling Magazine)
Who are Your Fans?
Advocates
Looking for deal
Influentials
HOw to Talk to your Fans
1.Be Genuine
2.Provide Sharable Information
3.Arm your Advocates
4.Ask Questions
BE REAL:
Profile Image
Show ownership
Show humility BE DEMOCRATIC:
Allow users to post on page
Don’t delete comments or posts from fans
SOcial Media Engagement
SOcial Media Engagement
EdgeRank
SOcial Media Engagement
TerminologyEdge: (Comment, “Like”, create, “tag,” viewing of photos, page, link).
Affinity: relationship* between “engager” and news feed owner. *how much and how the two interact, how many mutual friends,
Weight: Comments are weighted more than “Likes”
Time Decay: Old “edges” get removed from news feed.
SOcial Media Engagement
50% of Facebook users check only “Top News”
Develop a “Content Bank”
Develop a “Conversation Calendar”
Run Facebook promotions
Target your messages
How Do you Not drop off the face of the Facebook News feed?
SOcial Media Engagement
Content Bank
Photos/Videos
News Updates
Athlete Profile Stories
Gear Reviews
Training Plans
Promotions
Outside Content
Polls
Partner Messages
Trainer Q & A
SOcial Media Engagement
Conversation Calendar
SOcial Media Engagement
Facebook Promotions
SOcial Media Engagement
Target Messages
Segmentation
Events
Objects
SOcial Media Revenue
Marketing
Added value for Sponsors
Brand Development
Volunteer Organization
Randoms
Use 80 characters or less
Rule of 50/50, 50% Promotional, 50% editorial
Post before 9am or after 6pm (M-F)
Post Saturday & Sunday in the am.
NICA Twitter What you may not know
•Twitter is best for B2B•Most Twitter users never post, but are listening - post photos, videos and news for the listeners•80% of your posts should be responses - make sure you engage with potential sponsors. Reply to their posts, retweet their posts. •Use those 20% to be a resource - Videos, news article links
Two Experiences, One Reality
http://youtu.be/4AN4_N5N52U
http://youtu.be/7jT0JT3N47g
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