The Power of Social MediaThe Power of Social Media

September 20, 2011

Maple Hill Farm

…What is social mediaFacebookEdgeRankFacebook advertisingTwitterYouTubeLinkedInManagement of Social MediaQuestions

Today’s Presentation Today’s Presentation

What is Social Media?What is Social Media?“Forms of electronic communication (as websites

for social networking and microblogging) through which users create online communities to share information, ideas, personal messages, and other content (videos).”

Word of mouth…magnified!

A powerful SEO tool.

Can you name the most visited website?

How about the #2 Search engine?

Why we’re all here…Why we’re all here…

http://www.youtube.com/watch?feature=player_embedded&v=3SuNx0UrnEo

FacebookFacebook

Why Facebook?

How many people in the room use Facebook?

It’s just not good enough to have a website anymore.

Facebook is great for live interaction and engagement with your customers.

The near future and the blurred line between your website and Facebook.

Where should you send people? Website vs. Facebook. One way vs. two way.

750 million

Facebook Strategies Facebook Strategies You will “Like”You will “Like”

Key strategies –

1. Participate (be active)2. Use content to serve, then sell3. Connect with influencers4. Empower your customers

Profile with Top NewsProfile with Top News

Most Recent News Most Recent News

The Impact of Facebook The Impact of Facebook EdgeRankEdgeRank

98% of users are greeted with “Top News” when signing on to Facebook

This is determined by Facebook’s EdgeRank algorithm:

3 3 Factors that impact Factors that impact EdgeRankEdgeRank

1. Affinity: How often do you interact with the post creator? How many friends do you have in common with the post creator?

2. Weight: How many people have interacted with the post? What type of interactions? What kind of interactions? What kind of content is included in the posts (photo, link, video)?

3. Relevancy: How timely is the post? Does the post contain content targeted at your interests or activities?

How to use Facebook as PR and How to use Facebook as PR and marketing toolmarketing tool

1. Ask questions2. Post trivia3. Interact with fan engagement4. Incorporate relevant photos 5. Relate to current events6. Incorporate video7. Content for time-sensitive

campaigns8. Include links

Best Ways, Days, and Times to Best Ways, Days, and Times to PostPost

Posts that contain less than 80 characters have a 27% higher rate of engagement.

Posts that contain the full-length URL have a 300% higher level of engagement.

The best times to post are: early morning, after work, and late at night.

The best days to post are: Mondays, Thursdays, Fridays, and Sundays.

The The Don’ts Don’ts when using when using FacebookFacebookDon’t:

1. Don’t be overly promotional. Respect the space.

2. Don’t jump into a promotion without first looking at the market objective and baseline.

3. Don’t ignore what the likers are saying and don’t ignore the types of content that they engage most with.

Facebook advertisingFacebook advertising

Facebook Advertising…Facebook Advertising…why? why? Biggest benefit: targeting.

You can target by location (Country, state, or

city).

You can target by demographics.

Age, sex, relationship, languages.

You can target by Likes and Interests.

You can target by Education and Work.

Finally: you can target friends of friends (of

friends).

Examples of targeting: Maine Office of

Tourism

1. More about sharing and timeliness.2. Twitter is about “Peripheral

Connections” that are in sync with you.

3. Twitter is consists of many mobile users

4. Twitter marketing is about Secondary Exposure.

5. Twitter Marketing rests upon the platform of “First Effectual Impressions”

6. Search feature called hash tags (#insurance)

200 million

FactsFacts

Twitter is used by just 8% of Americans (compared to 51% for Facebook).

Brand Interactions Occur Predominately on Facebook

Among the 25% of respondents that have followed a company in social media, 80% have done so via Facebook. Just 6% have done so on Twitter.

80/20 rule – 80% of content should be resourceful or helpful. 20% should be about your company.

Tips for Tips for

1. Share your knowledge2. Customize your channel 3. Use keywords4. Add your URL to the description 5. Plan your “Marketing Funnel”6. Create playlists7. It is social media (interact)8. Use multiple calls to action9. Promote your video

2 billion views per day

Are you ?Are you ?

LinkedIn.com is a business-oriented social networking site.

Connect with previous co-workers, get recommendations, etc.

Great place to build your professional network.

Good place to start for beginners because it doesn’t need as much maintenance.

Highest level of professional content of all social media sites.

Post and update your resume.

100 million

PAGE VIEW

1 million users sign up per month since 2009.

Are you ?Are you ?

PAGE VIEW

Google Plus Google Plus

Known as the “Facebook Killer”. Allows users to “like” stories or content.Easy to share content with circles of

friends, co-workers, or targeted people.Google Plus is not available for

businesses (yet).Hangouts let you video chat with friends

or co-workers.Launched in 2011. Google+ is invite only

right now.

32 Million

Start a Blog Start a Blog

It’s Free. Wordpress is the most popular blog

siteShare your knowledge.Discuss industry headlines and issuesPromote your business or personal

interests.Contribute daily, weekly or monthly.A resource for customers other than

your website.

152 Million Blogs

Start a Blog Start a Blog

152 Million Blogs (17.5 Million on Wordpress)

It’s Free. WordpressShare your knowledgeDiscuss industry headlines and issuesPromote your business or personal

interestsContribute daily, weekly or monthlyA resource for customers other than

your website.

Social media management Social media management Managing engagement requires a

structured team approach.Community Manager role is one of

the fast growing roles in digital media.Community Manager must:

◦ Be authentic◦ Listen◦ Build relationships◦ Be an expert of your product/company◦ Engage both online and off

Social Media Policies in Social Media Policies in PlacePlace

Social policy: Bridge PR, customer service, and human relations. Identify stakeholders, determine your objectives and

benchmark best practices. Moderate comments, post relevant messaging, and mix

up posts with news, updates, awareness, recruiting volunteers and fun things.

Employee guidelines: Establish that employees are personally responsible for

content, use disclaimer language and substantiate claims, respect laws and stick to their area of expertise.

Don’t be misleading, provide confidential info, reference clients without approval, pick fights or comment on legal matters.

What are others saying about What are others saying about you?you?

Google AlertsSocialmention.comNutShellMail.comTwilerts

◦Don’t need a Twitter account.◦Delivered to your Inbox.◦Observation only.

TweetDeck◦What are people saying about your

community?◦Opportunity for you to respond.

Responding to Social Responding to Social MediaMediaFacebook posts receive 50 percent of

their “likes” in the first 80 minutes.80 percent occur in the first 7 hours.95 percent within 22 hours.New “Send” feature unveiled yesterday.

In addition to clicking “like” many pages can create a “send” feature, making it easier to share content. Ex: Deals, promotions, gossip.

Measuring Social MediaMeasuring Social Media

Start with baselines.Create goals.Use Google Analytics to track Facebook

referrals.Resources:

- Meltwater Buzz

- Radian 6

- New widgets are coming out regularly

- Facebook Insights

- Socialmedia.org

Key Takeaways Key Takeaways

Social media is not a trend. Be strategic in posting, know

your audience.Find the right social media site

for you.Find the right staff for your social

media.Engagement, ask questions, get

feedback.

Questions?Questions? NOW LATER

Greg GlynnAccount Executive

Nancy Marshall Communications

gglynn@marshallpr.com

Get connected…Get connected…Find us on FacebookNancy Marshall Communications

Twitter: NMCMaine

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