Shusmc session 3

#SHUSMC SESSION 3Facebook, Pinterest and InstagramMarch 29, 2014

Danielle Mirliss, ED.D.

FACEBOOKThe Social Media Giant

History of Facebook• Founded in February 2004• Reached first million users

in December 2004• Total number of monthly

active users 1.3 Billion• Went public on May 18,

2013• Share price $38. Currently

close to $60

Facebook Basics

• Your Profile – accessing and updating• Status updates/links/photos• Reading your newsfeed• Managing your feed and friends• Security

Pages vs GroupsPages Groups

Privacy Page information and posts are public and generally available to everyone on Facebook.

In addition to an open setting, more privacy settings are available for groups.

Audience Anyone can like a Page to connect with it and get News Feed updates. There is no limit to how many people can like a Page.

Group members must be approved or added by other members. When a group reaches a certain size, some features are limited.

Communication Page admins can share posts from their Page. Page posts can appear in the News Feeds of people who like the Page. Page admins can also create customized apps for their Page and check Page Insights to track the Page’s growth and activity.

Members receive notifications by default when any member posts in the group. Group members can participate collaborative activities.

Create a Page • Create a page while logged into your profile• Do not select Local Business or Place unless you have a

physical storefront that your customers come to.• Choose a category – these are not critical; important for

local businesses so they show up in the graph search• Name your page (70 character limit) – having key words

in the title is a good thing. You can change the page name up until 200 likes

• Add profile pic – 180x180 pixels• Add basic information – this is indexed in Google, so you

will want to make sure it is very descriptive and keyword-rich

Drive Traffic to Your Page• Cross promote with businesses with similar demographics• Use images and share original content• Post about your business occasionally on your personal

profile – tag “@” rather than share to make it easy for people to go right to the page

• Link your personal page to your profile page• Participate in other pages where your audience is

engaged and comment, thoughtfully, as your page

#Hashtags• Way to bring conversations about public events, people,

and topics to the forefront• Every hashtag has its own unique URL• Search by typing hashtag into the search bar or

facebook.com/hashtag /xxx• You can compose posts directly from the hashtag feed

and search results• Start using strategic hashtags in your public Facebook

posts (profile and page)• Think about your industry and target market, and the

types of hashtags you use on other social networks• Capitalize the #FirstLetterI nEachWord of your hashtag

to make it more readable

Business Cards and Email Signatures

• Create a QR code for your business card (1 billion mobile users)• Add Facebook to your email signature (Wisestamp)

Run a Contest• You must run a contest through a Facebook app• Some apps make people like your page first• Use apps to build a mailing list – email is still the most

effective way to market

SweepstakesPhoto ContestsVideo ContestsWord ContestsChallenge Contest

Email List• Use a Simple Sing-Up Form• Include a URL on your other social media channels

Ads• Facebook is reducing the organic reach of pages• Paid promotion will be a future reality• Boosted Posts• Choose an engaging image – add text • Split test your efforts• Watch Your Results

Facebook Like Box• Log into Wordpress.com• Navigate to the dashboard• Select Appearance>Widgets>Facebook Like Box• Drag Facebook Like Box from the left column to a column

on the right

PINTERESTVisual Collections

Why Diversify Social Networks?• Facebook is still popular but not always the platform of

choice• Continues to be favorite but 42% of online adults use two or more

social media networks • Constantly changes the rules of engagement or the content layout

– frustrating for marketers

Best bet is to diversify your content marketing strategy and engage with customers not just on Facebook but also on every other channel where they hang out.

Women• Women spend more time on Social Media – but not on

Facebook • Increasing the amount of time they spend on social media,

especially on platforms other than Facebook. • 48% they increased the amount of time spent on Pinterest and

blogs, while 67% said the same about Instagram. Only 30% said they’re spending more time on Facebook.

• Have a dual personal-commercial interest in social media• best way to interact with women is to humanize your brand and create a

social presence they’re willing to connect with (especially on a platform like Pinterest, which is more trustworthy to women).

Pinterest• A visual platform that offers a user experience the other

platforms do not.• Getting started by adding relevant boards

• short-list a handful of themes and kickstart boards aligned with some or all of them

• pin images that are visually attractive and aligned with the board theme

• don’t aim to sell, aim to inspire your users.

Pinterest for Business• Drive referral traffic to your blog using Pinterest share

button• Build relationships with influencers; locate online

influencers who already have the attention of your target audience. • Start by following them and repinning the content you like. • Go ahead and like their pins and make thoughtful comments.

• Convert Pinterest Personal Page to a Business Page; business pages provide helpful information via the added analytics features

• Verify your website - http://business.pinterest.com/verify/

Boards• Create boards that are reflective of your business • Similar to how you share content on other social

networking platforms, strike a balance on Pinterest.• Curate boards that share information of interest to your target

audience and boards that are about your business.

Example: http://www.pinterest.com/constantcontact/

Explore Rich Pins• Article pins include the headline, author, story description

and link• Product pins include real-time pricing, availability and

where to buy• Recipe pins include ingredients, cooking times and

serving info• Movie pins include ratings, cast members and reviews• Place pins include an address, phone number and map• http://business.pinterest.com/rich-pins/

Engage and Inspire• Follow other businesses• Greet commenters • Invite Others to a Group Board

• While others can contribute to the board, as the creator, you will be the only person able to change the board’s title and description.

• You can also remove pinners and any inappropriate pins from the board.

• Justify with the Facts (Use Infographics)• Keep Pins Inspiring – can use the new place pin features

Leverage Web Site Images• Certain industries may be more image-friendly than

others, but you probably have more images at your disposal for Pinterest boards than you think.

• Similar to a content inventory, take note of all of your brand’s image assets (i.e., graphics from white papers, web pages, charts, photos taken of your staff, corporate events).

Volkswagen USA is a good example of a business that has created a visual archive. Their board, VW Through the Years, uses old photos of their cars to visually demonstrate brand history.

Additional Notes• Name Images Strategically; naming your images with

keywords and hyphens (versus underscores) so search engines are sure to recognize the image name.

• Heed Image Dimensions as You Pin• Skinny pins are the most clicked-on image sizes. They drive traffic

because they require you to click on them so you can see the full size to read them

• Optimize Pinterest for SEO• Use Different Types of Content (YouTube, SlideShare and

SoundCloud)• Vary Board Position with the Seasons (see Etsy)

INSTAGRAMThe Social Life of Images

Instagram• Fastest rising social media channel for brands in 2013• Effective platform for branding and marketing your

products and growing your community• Powerful tool for collecting customer-created content you

can reuse to your advantage• Crowd source photos – customers see photos of other

regular people using a product, they are more likely to buy because they gain trust in seeing others use the products they are about to buy

User Engagement Rates• Instagram has incredibly high user engagement rates,

especially when compared with Facebook• More than half (57%) of Instagram users use the app on a

daily basis (63% for Facebook) while 35% do so multiple times a day (40% for Facebook).

• Users on Instagram are even interacting with brands that do not have an official Instagram presence • e.g., Chanel has in inactive official Instagram account but has more

than 6.6 million images that have been branded with the #Chanel hashtag

How to Use• Experience Instagram as a user, not just as a marketer• Choose photos that bring out the “feel and lifestyle” of

your brand.• Launch a campaign or photo contest to get your audience

excited about sharing brand-relevant photos, which you can curate and display on your website or Facebook page.• Get Involved – share photos on other social networks as well• Give it Time• Spread the Word – pick a winner each day to be highlighted on

Facebook page (then drive traffic to web site). At the end of the contest write a story and features a grand prize photo on web site.

Hashtags• Since you’ll be aggregating photos through hashtags,

choose hashtags that are unique, simple and relevant to your brand.

• Avoid blending too many words into one hashtag (Instagram users love simplicity).• Must have posts set to public• After you tag your post with a hashtag, you'll be able to tap on the

hashtag to see a page that shows all photos and videos people have uploaded with that hashtag

• Numbers are allowed in hashtags. However, special characters, such as $ or %, won't work.

• You can only tag your own posts, not other people's photos/videos.• You can use up to 30 tags on a post. If you include more than 30

tags on a single photo/video, your comment won't post.

Additional Notes• Add captions that lend humor, wit and context to your

photos.• Link photos to your product pages to encourage

consumers to go directly to your store and make a purchase.

• Reward your followers for viewing and sharing your pictures with a discount or a promotional code.

http://nitrogr.am/blog/sell-products-instagram/

Conclusion

Plan an integrated campaign because all of these social channels feed off of each other. If a potential customer sees your campaign on Facebook, Pinterest and Instagram, they will remember it, therefore making it more effective. Just make sure your content is entertaining, shareworthy and not disruptive.