Social Media Marketing 101 An Overview of the Basicsextension.missouri.edu/dent/documents/Community Development/Soci… · Social Media Marketing 101 An Overview of the Basics Stephen

Social Media Marketing 101

An Overview of the Basics

Stephen Foutes

Missouri Division of Tourism

Oct. 23, 2015

The Evolution of Marketing

Caveman’s Full-Color Ad for Horse Sale

Why Did Caveman Advertise?

To Sell Horses

The Question Is

What Do You Want

to Accomplish?

Social is Still “New”

2003* 2004 2005 2006 2010 2011

Types of Social Campaigns

• Brand Awareness

• In-Store Sales

• Build Following

• Engagement

• Drive Online Sales

• Promote an App

The Quick Tips

The Growth of Facebook

2005 – 5 million users

2007 – 50 million users

2009 – 350 million users

2011 – 845 million users

2013 – 1.23 billion users

2015 – 1.49 billion users

Other Social Outlets

• Pinterest – 100 million users

• Twitter – 316 million users

• Instagram – 400 million users*

• YouTube – 1 billion users**

*(Facebook owns Instagram)

**(One-third of all internet users)

When It Comes to Social Media …

http://wersm.com/facebook-is-the-most-effective-advertising-platform/

• Story on results from a

survey on e-marketer.com

• Ad execs rank FB as best

performing social network

• FB lauded for its “ad

targeting effectiveness”

Social Media is About Relationships

You Have to Get Followers

• You’ve built

it, but they

aren’t coming

• There are ways

to build a huge

following on

Social Media

Get Elected President

Pay For It!

VisitMO Today: Followers top 260k

VisitMO: Just Three Years Ago

Facebook Tools Make it Happen

Be Authentic and Transparent

• If you sell widgets, post

info about widgets

• Don’t try to be

something you’re not

• If you goof up, own it

(but maybe consult with

a PR pro on the best

way to do so)

Engage Your Community

• Post garnered

2,436 likes

• Had 153

comments

• Resulted in 633

shares

• Directed people

to our blog site

• Reached more

than 193,000

Show Your Fans Some Love

• If someone is talking

about your business on

social media – in a

positive way –

acknowledge them!

• ENGAGEMENT

MATTERS!

Use Photos and Videos

• According to Social Media Examiner’s 2015

Social Media Marketing Industry Report, 71% of

marketers use visual assets in their social media

marketing. The report also found that 73% of

marketers plan to use more images in 2015.

-- ViralTag.com

• Facebook’s video platform has placed

emphasis on importance of video content

Timing is Everything

• Get to know

your audience

• When are

they most likely

to connect

• What kinds of

content do they

want/expect

Microsoft

Keep Your Posts Short and Simple

Promote Your Accounts

Your Strategy Guides the Effort

• Best Practices Matter

• Rich Content

• Photos

• Attach Key Information

• Respect Length

• Active Calls to Action

• Editorial Calendar

• Themes

• Photos

• Timing the Material

• Events

• Ongoing Objectives

• Breaking News

• Photos

Don’t Forget Mobility

• 64% of American adults now own a smartphone of some

kind, up from 35% in the spring of 2011. Smartphone

ownership is especially high among younger Americans, as well

as those with relatively high income and education levels. (Pew

Research)

Social Marketing: The Recap

• Social Media is about Relationships

• Be authentic and transparent

• Engage your community

• Show your fans some love with unique content

• Use photos and videos

• Know the right time to post for your audience

• Keep posts simple and short

• And don't forget to promote your accounts

A Final Thought: Ambassadors

THANK YOU!

[email protected]