Social Media Fundamentals
Dec 07, 2014
Social Media Fundamentals
About Me
Victor Manuel Ramirez has worked as a digital marketing consultant with various startups and small businesses in the New York City area for over 5 years.
Since attending Penn State for business management and administration, he has coordinated campaigns with brands such as Citadel Broadcasting, ADIDAS, Vitamin Water, Red Bull, Clear Channel, and Diageo.
His specialties include SEO, mobile accessibility, social media strategy, and brand development. In his free time, Victor studies web development and sings in a Misfits cover band.
Social Media Marketing
“The process of gaining website traffic or attention through social media sites.”
Why Not?
● I don’t have the time● I don’t know what to do, so I do nothing.● Social media is not right for me.● I’m in a small niche and am known to all the
people who need to know me● I don’t see how social media can help me do
my job● There are too many options (LinkedIn,
Facebook, Twitter, Blogs, Pinterest, Google+, etc.)
Marketing: Old VS New
Targeted Interruption to Convince
Engagement & Dialogue for
Preference & Loyalty
Ideas First, Tools Change
What’s Your Pitch?
The elevator pitch is dead - be able to describe your business in 140 characters or less
What’s Your Goal?
AuthorityAwareness
ReachEngagementInfluence
MonitoringSalesLoyalty
What’s Your Relationship?
NoneAware of you, but never actedActed onceRepeat actions/enthusiastsAdvocates
Forrester Social Technographics Ladder
What’s Your Thing?
Volvo = SafetyApple = Innovation
Disney = MagicYou = ???
Note: This is a high level goal. You might need an ad agency to help you out.
How Are You Human?
Social media is about people, not logos
How Will You Measure?
Determine social media metrics (KPIs) before you get started
Measured Goal - Awareness
Web traffic
Web traffic referrals
Search volume trends
Followers, fans, friends
Social mentions
Share of voice
Measured Goal - Sales
Web traffic
Time spent on site
Bounce rate
Repeat visits
Content acceptance rate
Social connectivity within sales funnel
Measured Goal - Loyalty
Time spent on site
Repeat visits
Followers, fans, friends
Repeat social mentions
Share of voice
Recommendations and reviews
Customer service metrics
Social connectivity among purchasers
Does It Work?
Are you making or saving more money than you did before you got involved?
Research
1. Look at your competitors on Google and social search
2. Is a particular social channel worth it?
3. How do they present themselves?
Facebook Research
1. How active is your competitor on Facebook?
2. Are their users engaged?
3. What type of content are they posting and how often?
4. What can you duplicate and what gaps can you fill?
Twitter Research
1. Who is your competitor following and who follows them?
2. Search twitter for their handle. Are they engaged?
3. What type of content are they posting and how often?
4. What can you duplicate and what gaps can you fill?
Other Research
1. Community
2. Engagement
3. Content
4. Actions
Post Types
Customer ServiceSeasonal ContentCustomer RecognitionBrand IdentityPeak Behind the CurtainBrand Specific ContestsPromotions
Post Types
ContestQuoteFactKey Point + ArticlePhotoAnswer QuestionsLISTS, FTW!
Formula s
Witty > DescriptiveLink Bait
Fill the Gap
Tweet Structure
1.Headline or phrase2. Link3. Hashtag4. No more than 120 characters
Find Your Ron Swanson
MOAR Tools
HootSuite - Management
Sprout Social - Management
Mention - Listening
Compfight - Images
Google Analytics - Measurement
WooBox - Contests & More
OfferPop - Contests & More
Brands to Emulate
Twitter:
Zappos, Dunkin Donuts, Chipotle
Facebook:
Red Bull, Skittles, Zappos
Tumblr:
Jimmy Fallon, Roberta’s Pizza, Parks & Rec
Vine:
Brandsonvine.com
Mistakes
1. Timing doesn’t matter
2. Hiding from customers
3. Shares matter, not traffic
4. People read content during the same peak times they share it
5. Focusing on all social channels
6. Sharing your content once7. Slow and steady wins the race
Don’t Be STOOPID
Don’t Be RLY STOOPID
Closing
Review me on 3rd Ward's Yelp!
Look for future courses!
Connect with me @isvictorious