social media strategy and tactics

August 27, 2014

Welcome to the Social Media Social!

Digital Plus#trendingtopics

$88.5M *And counting

Amount raised by the

#ALSIcebucketChallenge

Why is social media so powerful?

The Social Network Effect

Unique monthly visits to TripAdvisor

http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html

>260M

Unique monthly visits to TripAdvisor

http://www.tripadvisor.com/PressCenter-c4-Fact_Sheet.html

>260M

I

Of 18-34 year olds consult social media when making travel plans

http://www.statista.com/statistics/305150/travelers-using-social-media-for-travel-planning-

by-age-us/

44%

Of travelers check reviews of attractions on TripAdvisor before

visiting

http://etc-digital.org/digital-trends/social-networking-and-ugc/travellers-and-social-media/

44%

Of web traffic comes from 8 social referral sites

More than double than the year before!

http://thenextweb.com/socialmedia/2014/07/21/facebooks-referral-traffic-share-grew-10-q2-2014-pinterest-fell-19-twitter-slipped-9/

31%

Of all online adults are Facebook users.

http://mashable.com/2014/08/08/study-snapchat-college/

71%

http://www.pewinternet.org/2013/12/30/social-media-update-2013/The amount more that users

engage with a brand’s photo on Instagram vs.

Facebook.

60x

http://mashable.com/2014/04/29/instagram-marketers-friend/

http://www.pewinternet.org/2013/12/30/social-media-update-2013/Average organic reach of

brand pages

6%

http://social.ogilvy.com/facebook-zero-considering-life-after-the-demise-of-organic-reach/

*And declining

http://www.pewinternet.org/2013/12/30/social-media-update-2013/

http://www.pewinternet.org/2013/12/30/social-media-update-2013/

Fastest growing demographic on Twitter.

http://www.jeffbullas.com/2013/05/06/21-awesome-social-media-facts-figures-and-statistics-for-2013/

55-64

Of college students report posting on Snapchat once

a day

http://mashable.com/2014/08/08/study-snapchat-college/

70%

Of all web traffic comes from mobile devices and

apps.

http://money.cnn.com/2014/02/28/technology/mobile/mobile-apps-internet/

>50%

Know Your Audience[ target your message ]

WHO? Customers, friends, fans, people with affinity

People 45+ make up 46% of Facebook users. Over 1 billion users | 2nd most visited site behind Google.

http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png

WHO? Acquaintances mixed in, along with prospects, press, and influencers

28% African American & 14% of Hispanic vs. 12% White.560 million users | 29% of users are 18-29 age group.

http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png

WHO? Professionals, educated adults, recruiters, and businesses (major donors!)

50% Male & 50% Female.240 million users | 79% are over 35 years old.

http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png

WHO? Your mom, sister, girlfriend, wife, daughter, crafters, DIY-ers, and foodies.

70 million users that 68% are women.50% of users have kids.

http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png

WHO? Young, techie men + early adopters.

400+ million users dominated by men (71%).About 50% of Google+ users are 24 or younger.

http://www.mediabistro.com/alltwitter/files/2014/01/social-media-networks.png

YOU’VE GOT A SOCIAL MEDIA STRATEGY, RIGHT?

* From Charlene Li and Josh Bernoff's book Groundswell: Winning in a

World Transformed by Social Technologies

P = People: Who?

O = Objectives: Goals?

S = Strategies: Outcomes?

T = Technologies: Tools?

The P.O.S.T. method*

WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES

WE NEED TO INCREASE VISITORS IN 2014 BY 200% BY IMPROVING ENGAGEMENT IN OUR SOCIAL COMMUNITIES?

Make a Buzzworthy VideoMake a Buzzworthy Video

Build Real Relationships with Social CommunicationBuild Real Relationships with Social Communication

Inject humor into your brandInject humor into your brand

Know Your Audience[ target your message ]

Connect with the Top Tweeters in Your AreaConnect with the Top Tweeters in Your Area

Start, Join, & Organize Conversations with HashtagsStart, Join, & Organize Conversations with Hashtags

Start or Join a Twitter ChatStart or Join a Twitter Chat

Organize a TweetupOrganize a Tweetup

Engage the Blogging CommunityEngage the Blogging Community

Launch a Like CampaignLaunch a Like Campaign

Integrate TripAdvisor with Facebook and Your Website

Integrate TripAdvisor with Facebook and Your Website

Create a Flickr Group to Support Your Mission

Create a Flickr Group to Support Your Mission

TACTIC

Track Referrals from Social SitesTrack Referrals from Social Sites

TACTIC

Measure New Visitors from Social ChannelsMeasure New Visitors from Social Channels

Show and tell time!What’s worked for you?Show and tell time!What’s worked for you?

Thank You!@melmatho