Transcript marketing in a social age

MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
WHO WE ARE
INTRODUCTION
Our Presenters
Jenna Rogers MARKETING
MANAGER
Brittney Holcomb
DIGITAL MARKETING MANAGER
Alex Vasilakos MARKETING
DIRECTOR
CHANNEL PARTNERS
THE FINANCE MARKETING GROUP
THE FINANCE MARKETING GROUP
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
FACEBOOK
FACEBOOK
What is Facebook
• Difference Between Personal & Business
Pages
• Develop Page Likes
1.15
billion
users
• Increase Network Outreach
• Targeted Ads For Business Development
• Integrate & Track Using Analytics
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
FACEBOOK
The Why
•
Builds Positive Brand Identity
• Connect to potential customers
• Increase trust
82% of buyers say they trust a company more when it’s CEO or senior leadership are active on FB. And yet
36% of executives day their CEO either doesn’t care or cares little about the company’s reputation on social
media (according to GroSocial)
• Increases SEO (search engine optimization)
•
•
• Drives Google to regard your website as more authoritative/important
• Increases traffic to your website
Delivers better customer service
• Allows real–time communication + engagement with customers
• See first hand what is being said about your business
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
FACEBOOK
Tactics you should do with Facebook to market your business
Here are 4 essential tactics for success:
• Use Facebook Real Estate Wisely
• Visual is Vital
• Breaking through Edgerank
• What is Edgerank: an algorithm developed by Facebook to help determine which posts are
displayed within the news feed, the algorithm is governed by three main variables:
1. Affinity or the relationship between two objects
2. Weight or the value of the interaction as determined by Facebook
3. Time decay or the recent of the object
• Raising affinity with fun, engaging, inspiring, highly shareable visuals.
• Tie content back to your offer/site
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
LINKEDIN
LINKEDIN
What is LinkedIn
• Social Network For Business Professionals
300
million
users
• Personal vs. Business Pages
• User Target Search
• Increase Outreach & Business Development
• Consumer Research
2 new users joining
every second!
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
• Custom Analytics System
LINKEDIN
The Why
•
Increased visibility for your brand
• Increases SEO
• Brings traffic back to your website
•
Company pages are interactive
• Add rich media content
• Product offerings
•
Network Through Groups
•
Create Instant Authority With Your Own Group
•
Recruit new talent
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
LINKEDIN
Tactics you should do with LinkedIn to market your business
Here are 3 essential tactics for success:
• Optimized business page and individual employee pages
• Search for conversations with LinkedIn Signal
• Engage with LinkedIn today, group, and your newsfeed
• It’s important to join relevant groups for engagement and to find lead opportunities
• LinkedIn Today is an aggregate of the top news around your connections and the companies you
follow.
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
TWITTER
TWITTER
What is Twitter
550
million
users
• Real Time Updates
• Tweets, Retweets, & Everything Between!
• Consumer Outreach
• Direct Communication Channel
215
million
monthly
active users
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
• Promoted Posts/Ads
• Integrate & Track Using Analytics
TWITTER
The Why
•
Connect with customers
• Customer feedback
• Find out what they like/dislike
• Network
•
Branding
• Refine your brand
• Marketing
• Market products/services to more people for free
•
News
• Twitter is the fastest outlet to spread news
• Share + learn updates about your company or industry
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
TWITTER
Tactics you should do with Twitter to market your business
Here are 3 essential tactics for success:
• Organic and Promoted Tweets
• A/B Test, measuring and optimize
• Keyword streams for listening
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
GOOGLE+
GOOGLE+
What is Google+
Over 1
billion
users
• Own & Ranked By Google
• Personal, Business, & Community Pages
• Google ‘My Business’
• Increase Local Search
359
million
monthly
active users
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
• Integrate & Track With Analytics
GOOGLE+
The Why
•
Highest ranking for SEO
• Google ranks it’s social media platform higher than others
• Every Google+ post or business page is like it’s own webpage
•
Activity level is irrelevant on Google+
•
Best option for social ads
•
Direct customer interaction
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
GOOGLE+
Tactics you should do with Google+ to market your business
Here are 4 essential tactics for success:
• Use a big bold cover photo and update it regularly
• Include keywords and relevant links to your about page
• Post often and optimize for best search results
• Build up your circles
• Hold regular Google hangouts and invite folks using the event invites
• Connect with other businesses
• Build your personal circles first
• Comment on and share other peoples content
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
YOUTUBE
YOUTUBE
What is YouTube
2nd largest
search
engine
Over 1
billion
monthly
active users
• Visual & Easily Digestible Content Has Higher
ROI
• Upload Video Content For Businesses, Such
As:
• Testimonials
• New Product/Service Highlights
• Infographic Videos
• How To’s & Tutorials
• Owned By Google
• Integrate & Track With Analytics
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
YOUTUBE
The Why
•
Creating original video content improves your SEO
• Video is shared regularly through social media and email
• Video on your website enhances the quality of your site and entices visitors to stay longer
•
Video is a powerful branding tool
• Video allows you to capture emotion and visual attributes that leave a lasting impression
• Video helps convey messages that can be lost through written information
•
Opportunity
• Video is a highly sharable format
• Video is easy and inexpensive to produce
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
YOUTUBE
Tactics you should do with YouTube to market your business
Here are 3 essential tactics for success:
• Optimize your channel
• YouTube is becoming its own search engine
• Optimize Individual Videos
• Encourage comments and subscribers
• We always forget that YouTube is no just a place to watch cat videos but it is a social network as
well. Commenting, liking, and subscribing to other relevant videos/channels is a great way to
generate engagement and traffic to your page.
MARKETING IN A SOCIAL AGE
THE WHAT, THE WHY AND THE HOW
THANK YOU