ATD New Mexico Chapter March 5, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social Media Marketing All-in-One for Dummies Facebook Marketing All-in-One for Dummies Watermelon Mountain Web Marketing

 When social media makes sense  An overview of social media channels & tools  Putting social media into context  Establishing goals for your social media activities  Which social media are best for which purposes  Identifying internal and external target markets and which social media they use © 2015 Watermelon Mountain Web Marketing 2 What We’ll Discuss

What Makes A Medium Social? It’s 2-Way!  Communications tool for listening  Starts conversations  Encourages people to pass it on  Finds ways to travel on its own  Invites comments and feedback  It’s a monolog - not a dialog - until someone responds! © 2015 Watermelon Mountain Web Marketing 3

What Does Social Dialog Really Mean? © 2015 Watermelon Mountain Web Marketing4 You have 2 ears and 1 mouth: Listen twice as much as you bark!

Where Social Media Fits Into a Business Operations Management & Hiring Marketing & Sales Accounting & Finance Planning Online Marketing Social Media © 2015 Watermelon Mountain Web Marketing 5 Training & HR Social Media Project Management Social Media

Social Media Channels Help You STAY TOP of MIND © 2015 Watermelon Mountain Web Marketing 6

7 Social Shmocial  Facebook  Twitter  LinkedIn  Video Sharing (YouTube, Vimeo, Vine)  Google+  Image Sharing Sites (Pinterest, Instagram, Snapchat )  Foursquare  Meet-Up  Private external and internal online communities  Other Social Media Tools Chiclets and social share buttons Alerts Snipping tools Hashtags

Popularity of Common Social Media © 2015 Watermelon Mountain Web Marketing 8

Facebook – The Big Kahuna © 2015 Watermelon Mountain Web Marketing 9 facebook.com

Twitter – Good for News © 2015 Watermelon Mountain Web Marketing 10 twitter.com

LinkedIn – Premier B2B Channel © 2015 Watermelon Mountain Web Marketing 11 linkedin.com

YouTube – Video Blitz © 2015 Watermelon Mountain Web Marketing 12 youtube.com

Google + Helps with SEO © 2015 Watermelon Mountain Web Marketing 13 plus.google.com 13

Pinterest – Online Scrapbook © 2015 Watermelon Mountain Web Marketing 14 pinterest.com

Instagram – Photo Blitz © 2015 Watermelon Mountain Web Marketing 15 Instagram.com

Foursquare – Geolocation business.foursquare.com © 2015 Watermelon Mountain Web Marketing 16

Meet-up - Real People, Real Time meetup.com © 2015 Watermelon Mountain Web Marketing 17

Ning – Social Network © 2015 Watermelon Mountain Web Marketing 18 ning.com

BuddyPress –WordPress Social Network © 2015 Watermelon Mountain Web Marketing 19 buddypress.org

Yammer – Internal Social Network © 2015 Watermelon Mountain Web Marketing 20 yammer.com

Social Chiclets & Share Buttons © 2015 Watermelon Mountain Web Marketing 21

Google Alerts © 2015 Watermelon Mountain Web Marketing 22

Social Mention © 2015 Watermelon Mountain Web Marketing 23

Snipping Tools © 2015 Watermelon Mountain Web Marketing 24

Using #Hashtags © 2015 Watermelon Mountain Web Marketing 25 Twitter: Search, brand, events, Twitter chat Instagram: Build a brand following, theme days Facebook & Pinterest: Hashtags don’t work well Google Plus: Helps Google understand content of posts

What an Online Marketing Mix Looks Like… SEO (natural search marketing) Social Media Blog Web site E-newsletter PPC Ads Press Releases Paid Banners © 2015 Watermelon Mountain Web Marketing 26

Goals for Social Media  Cast a wider net for leads  Branding  Become known for expertise or as an industry resource  Build relationships & customer loyalty  Improve customer service  Improve search engine ranking  Sell products or services  Build internal teams  Foster communications and relationships © 2015 Watermelon Mountain Web Marketing 27

Cons of Using Social Media  Hard to reach target markets to find qualified prospects  Hard to gain visibility, especially on major social media channels  Very time-consuming: respond 2X posts  Better as destination than as a source  Most are better for branding than sales B2C using social media aren’t there to buy, but to communicate with friends B2B make different use of social media  Still need a website or blog as online hub © 2015 Watermelon Mountain Web Marketing 28

Challenges for Social Media  Setting realistic expectations for results  Setting realistic estimates of work/cost involved  Staying focused  Planning your work; working your plan  Using metrics to modify your plan  Pay-to-Play pressures limit reach with free social media © 2015 Watermelon Mountain Web Marketing29

© 2015 Watermelon Mountain Web Marketing 30 Social Media Strategy Lead Generation Customer Loyalty Branding Sell Products Advertising Business Process SEO Facebook Twitter LinkedIn Pinterest Google + Instagram YouTube Meet-up

Exploring Target Markets Online  Find Competitors  Results from keyword search by social channel  Go to Google.com and search  Demographic Research  Quantcast.com  Alexa.com  Comscore.com © 2015 Watermelon Mountain Web Marketing 31

Planning a Social Media Campaign  It’s better to use 1-2 channels well than to use many poorly  Rule of thumb: 2 hours/week/channel  Take advantage of available resources and skills  Match channels to goals and audience  Establish baseline frequency and stick with it  Supplement with other online and offline marketing (e-newsletters, direct mail, events, press releases, etc.) © 2015 Watermelon Mountain Web Marketing 32

Best Times to Post on Social Media Networks © 2015 Watermelon Mountain Web Marketing 33

Take Advantage of Scheduling & Syndication Tools  Save time  Helps organize content  View communications from multiple channels in one place  Efficient reporting of results  Pre-schedule posts  Syndicate (distribute) to multiple channels at once © 2015 Watermelon Mountain Web Marketing 34

Hootsuite © 2015 Watermelon Mountain Web Marketing 35 hootsuite.com

Google Analytics © 2015 Watermelon Mountain Web Marketing 36 analytics.google.com

For More Information Presentation & Handouts available at Presentation & Handouts available at  Watermelon Mountain Web Marketing   © 2015 Watermelon Mountain Web Marketing 37 Next Presentation Local Online Marketing for SCORE Saturday, March 28, :00 AM -- 12:00 PM