Social Media Marketing PREPARED FOR ACOM-5302: KNOWLEDGE MANAGEMENT Kelly Podzemny Digital Media Coordinator February 4, 2015

MY BACKGROUND 2004 A.A.S. Graphic Design 2010 B.A.A.S. Marketing In progress M.A. Strategic Communication

MY BACKGROUND Social Media Coordinator for United Supermarkets Currently Social Media & Marketing for TTU Worldwide eLearning

SOCIAL MEDIA FOR BUSINESS More than “playing on Facebook all day”

SOCIAL MEDIA FOR BUSINESS Have an Objective  To drive/increase sales?  To educate the public about a cause?  Provide customer service?  Communicate vital information quickly?

SOCIAL MEDIA FOR BUSINESS Identify Your Audience  Who do you want to reach? Location Age Industry Etc…  Who will ACTUALLY follow you?

SOCIAL MEDIA FOR BUSINESS How will your company sound on social media?  Brand Persona Professional? Fun and silly? Helpful?  Storytelling What will you tell followers about your company? How will you tell them?

SOCIAL MEDIA FOR BUSINESS Chose the platforms you’ll use.  Which are most appropriate for your organization?  How many do you have time to manage and maintain?  It’s better to do one or two really well than do several halfway.

SOCIAL MEDIA FOR BUSINESS Content Strategy  How often will you post?  Who will create the content you post?  Stay relevant, but don’t just talk about yourself.  “Jab, Jab, Jab, Right Hook”

SOCIAL MEDIA FOR BUSINESS Worldwide eLearning’s Content Strategy  2 posts per week based on personal interactions  2 posts per week of other people’s content (but still relevant)  2 posts per week directly promoting Worldwide eLearning  Other posts as appropriate.

SOCIAL MEDIA FOR BUSINESS Watch other organizations  Rivals & Competitors Monitor for opportunities and threats What are they doing content-wise that works? What are they doing that doesn’t work?  Partner Organizations & Media Sources of “Other People’s Content” Places where there might be stories about you If you share their stuff, they might share your stuff

SOCIAL MEDIA FOR BUSINESS Crisis Management  Product Recalls  Service Outages  Emergencies and Accidents  Public Relations Issues

SOCIAL MEDIA FOR BUSINESS

SOCIAL MEDIA STATS Measure and monitor performance

SOCIAL MEDIA STATS Goals & Key Performance Indicators (KPIs)  Facebook Page Likes  Facebook “People Talking About This”  Facebook Reach (a.k.a. impressions)  Facebook Engagement  Twitter Followers  Twitter Engagement  Click-Thru Rates

SOCIAL MEDIA STATS Facebook Insights  Monitor KPIs Overall Page Individual Posts  Fan Demographics Location Age Gender  When Fans Are Online

SOCIAL MEDIA STATS Twitter Analytics  Monitor KPIs Overall Feed Individual Tweets  Where your fans live  Who else they follow

SOCIAL MEDIA ADVERTISING Paying for reach and page views

SOCIAL MEDIA ADVERTISING Facebook Ads: The most robust targeting. Ever.  Objectives Get more page likes Boost your post’s reach Send people to your website  Targeting Location Age Gender Relationship Status Education (Level, School, and Major) Other pages you like On and on and on…..

SOCIAL MEDIA ADVERTISING Facebook Retargeting Ads Primary ad point to main eLearning page. Custom audience pixels hidden on program pages target programs ads to visitors later on.

SOCIAL MEDIA ADVERTISING Twitter Ads  Not as many options, but still effective  Objectives Get more followers Boost your tweet’s reach Send people to your website  Targeting Location Gender Behavior Who else they follow Retargeting pixels available

SOCIAL MEDIA MARKETING Kelly Podzemny Presentation available for download at bit.ly/acom5302