ATD New Mexico Chapter March 5, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social.

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 info@watermelonweb.cominfo@watermelonweb.com 505-344-4230

 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

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

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

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

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

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

For More Information Presentation & Handouts available at Presentation & Handouts available at http://www.watermelonweb.com/resources  Watermelon Mountain Web Marketing  505-344-4230  info@watermelonweb.com © 2015 Watermelon Mountain Web Marketing 37 Next Presentation Local Online Marketing for SCORE Saturday, March 28, 2015 9:00 AM -- 12:00 PM http://bit.ly/LocalMktgWorkshop http://bit.ly/SCOREworkshopSignup

ATD New Mexico Chapter March 5, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social.

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ATD New Mexico Chapter March 5, 2015 Albuquerque, NM © 2015 Watermelon Mountain Web Marketing 1 Jan Zimmerman, Author Web Marketing for Dummies Social.

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