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Social Media Marketing
SOCIAL MEDIA
What is Social Media?
Social Media TODAY
Leveraging Social Media for Business
Common Social Media Platforms
Setting up Effective Business Profiles
✓
✓
✓
✓
✓
Social Media Advertising✓
WHAT IS SOCIAL MEDIA?
Social Media
Websites and applications that enable users
to create and share content or to participate in
social networking
Social Media for Business
Using social channels to connect
and engage with your target audience
in order to grow relationships
MAJOR SOCIAL MEDIA PLATFORMS
Facebook LinkedInTwitter
TOP 500 SITES IN CANADA
TOP 500 SITES ON THE WEB
COMMON SOCIAL MEDIA PLATFORMS
FACEBOOK
What is FACEBOOK?
FACEBOOK TODAY
Leveraging FACEBOOK for Business
Setting up Effective FACEBOOK

Business Profiles
✓
✓
✓
✓
FACEBOOK What is FACEBOOK?✓
WHAT IS FACEBOOK?
• It is an online social networking service
• gives people the power to share and express themselves
• ability to connect with “friends” and “businesses”
THE REACH
!
1.55 billion global
active users monthly
!
59% of Canadian adults
!
87% of Saskatchewan
!
Accessing 9 x week
2015 Statistics
DEMOGRAPHICS
BUSINESS?
• trust factor - social presence on a trusted site
• potential to connect with billions of people
• generate brand awareness
WHY USE FACEBOOK FOR
BUSINESS?
• customer engagement and two-way communications
• accessible and personal brand
• customer-to-customer communications
WHY USE FACEBOOK FOR
BUSINESS?
• potential of viral marketing
• encourage creation of user generated content
• improve SEO
• listen to customers, get feedback
WHY USE FACEBOOK FOR
BUSINESS?
• communicate promotions
• customer retention
• drive traffic to website
• extend reach
WHY USE FACEBOOK FOR
SOCIAL MEDIA
FACEBOOK
Setting up Effective FACEBOOK

Business Profiles✓
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
https://www.facebook.com/pages/create/
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• bricks and mortar store
• customers can physically visit you
• extra page options (operating hours,
• parking options, “check-in”)
• drop down of categories defines

information boxes provided
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• doesn’t need foot traffic
• more than one location
• manually set up “check-in”
• e-commerce business selling online 

through own website
• drop down of categories
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• products are sold online through

multiple websites / resellers
• Apple, Coca Cola, Adidas
• drop down of categories
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• promotion of you
• for artists / bands / coaches / chef /

writers / etc
• drop down of categories
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• promotion of your book / TV show /

movie / radio / magazine
• drop down of categories
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• no drop down of categories
• not-for-profit and charity organizations

can often make pages under Company

Organization or Institution > Non-Profit

Organization
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• Keywords
• Claim your name
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• 180px X 180px image
• business logo
• picture of self
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• add to your favourites for
easy access
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• verifying duplicate pages
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• add characteristics of your
target audience
• location
• interest based
• gender
• age
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• Cover Photo
• 851 px X 315 px
• less than 100 KB
SETTING UP EFFECTIVE BUSINESS PROFILES
FACEBOOK
• add descriptions and
keywords to all photos
(cover and profile - too!)
Photo Descriptions
SOCIAL MEDIA
FACEBOOK
Leveraging FACEBOOK for Business✓
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• promote product
• highlight a specific
marketing message
Cover Image
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• create CTA
• records clicks
• can also link to an app
Call To Actions
FACEBOOK
• status
• link
• photo
• video
• event
• milestone
• today
• yesterday
• draft
Create Post
• doing/feeling
• location
• date/time
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• link with no link preview
Text Post
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• image pulled from linked
website
• ability to add / hide
additional images
Link Post
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• image, title, and description
pulled from blog article on
site
• ability to add / hide
additional images
Link Post
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• pulls title from Vimeo/
YouTube
Link Post
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• add individual photos
• albums of photos
• photo carousel
Photo / Video Post
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• create a special offer
• get event registrations
• add milestones
Offer / Event / Milestone
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• title
• description
• expiration date
• image
• start date
• claim limit
Offer
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• add description
• keywords
• photo
• start/end date
Event
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• Highlight key moments on
your timeline
• title
• location
• date
• story
• photo
Milestone
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• description
• title
• category
• call to action
• video captions
• tag people in video
• update privacy
• featured
Upload Video Directly
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• description
• title
• category
• call to action
• video captions
• uploaded directly to FB tend
to do better
• tag people in video
• update privacy
Video Gallery
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• add Facebook like buttons
to website
• add Facebook share
buttons to website / blog
• email signature
• newsletters
• business cards
Promote!
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• Invite friends through
Facebook
• add email list to invite
contacts (max 5000*)
Invite!
LEVERAGING FACEBOOK FOR BUSINESS
FACEBOOK
• special offers, promotions,
coupons, sweepstakes
• surveys, quizzes, polls
• shopping
• special events
• positive feedback
Top Reasons people Like Brands
LEVERAGING FACEBOOK FOR BUSINESS
SOCIAL MEDIA
FACEBOOK
Ads✓
BUSINESS?
• drive online sales
• website traffic
• increase local sales
• promote your app
• raise brand awareness
WHY USE FACEBOOK ADS FOR
BUSINESS?
• be relevant - showing ads to the right people at the
right time
• super actionable - sending people to your website or
app to drive sales or email signups
• be naturally social - showing that your friends also
like this page
WHY USE FACEBOOK ADS FOR
• special offers, promotions,
coupons, sweepstakes
• surveys, quizzes, polls
• shopping
• special events
• positive feedback
BUSINESS
FACEBOOK ADS FOR
BUSINESS
FACEBOOK ADS FOR
BUSINESS
FACEBOOK ADS FOR
• text
• headline
• image
• CTA
• phone number
• audience location, age,
gender
• budget
• duration
• payment
Promote Local Business
• connect with more people in
your local area
BUSINESS
FACEBOOK ADS FOR
BUSINESS
FACEBOOK ADS FOR
• ad creative
• audience
• budget and duration
• mobile and desktop preview
• payment
Boost Website
• get people you care about
to visit your website
BUSINESS
FACEBOOK ADS FOR
BUSINESS
FACEBOOK ADS FOR
• audience
• budget
• desktop and mobile preview
• payment
• estimated people reached
Boost Post
• boost post to reach more
people
BUSINESS
FACEBOOK ADS FOR
BUSINESS
FACEBOOK ADS FOR
SOCIAL MEDIA
FACEBOOK
Analytics✓
FACEBOOK
ADS ANALYTICS
!
• Top Tweet: Tweet that received the highest number of impressions
• Top media Tweet: Tweet with photo, video, or Vine that received the
highest number of impressions
• Top Card Tweet: Tweet with a Twitter Card that received the highest
number of impressions; this can include other people’s Tweets
• Top mention: Tweet that mentioned your @handle and received the
highest number of impressions; this can include other people’s
Tweets
• Top follower: Account with the highest follower count that followed
you in a given month
FACEBOOK
ANALYTICS
Insights
FACEBOOK
ANALYTICS
SOCIAL MEDIA
TWITTER
What is TWITTER?
TWITTER TODAY
Leveraging TWITTER for Business
Setting up Effective TWITTER

Business Profiles
✓
✓
✓
✓
SOCIAL MEDIA
TWITTER
What is TWITTER?✓
• microblogging social media site
• broadcast up to 140 character “tweets” to engage in conversation
• add photos, images, videos, and links
WHAT IS TWITTER?
SOCIAL MEDIA
TWITTER
TWITTER TODAY✓
THE REACH
!
341 million global
active users monthly
!
!
25% of Canadian adults
5x a week
2015 Statistics
DEMOGRAPHICS
BUSINESS?
• SEO
• popularity
• impact on PR
• customer retention
• sales and profit
WHY USE TWITTER FOR
• influence and interact
• customer service
• reach new customers
• increase awareness
BUSINESS?
WHY USE TWITTER FOR
• capture leads
• drive traffic to landing page
• social leverage
BUSINESS?
WHY USE TWITTER FOR
SOCIAL MEDIA
TWITTER
Setting up Effective TWITTER

Business Profiles✓
TWITTER
SETTING UP EFFECTIVE BUSINESS PROFILES
TWITTER
• keywords
• business name
SETTING UP EFFECTIVE BUSINESS PROFILES
TWITTER
SETTING UP EFFECTIVE BUSINESS PROFILES
TWITTER
• 400px X 400px image
• business logo
• picture of self
SETTING UP EFFECTIVE BUSINESS PROFILES
TWITTER
• header photo: 1500 px X
500px
• bio: 160 characters
• location: enter location
• website: enter url
• theme colour: can change
colour of feed
SETTING UP EFFECTIVE BUSINESS PROFILES
TWITTER
• customize background
image and/or colour
SETTING UP EFFECTIVE BUSINESS PROFILES
SOCIAL MEDIA
TWITTER
Leveraging TWITTER for Business✓
TWITTER
• promote product
• highlight a specific
marketing message
LEVERAGING TWITTER FOR BUSINESS
Header Photo
TWITTER
• description
• media
• poll
• gifs
• periscope
LEVERAGING TWITTER FOR BUSINESS
Types of tweets
TWITTER
• stream live video
• mobile app
• owned by Twitter
• live transmissions appear in
Twitter newsfeed
• events, happenings
LEVERAGING TWITTER FOR BUSINESS
Periscope
TWITTER
• Create a poll with choices
LEVERAGING TWITTER FOR BUSINESS
Create Poll tweet
TWITTER
• image 435px X 375px
• video 435px X 244px
• links
LEVERAGING TWITTER FOR BUSINESS
Create Media tweet
Tweets with images get 2x
engagement as those without
TWITTER
• add Twitter follow buttons to
website
• add Twitter share to website
/ blog
• email signature
• newsletters
• business cards
• contests
LEVERAGING TWITTER FOR BUSINESS
Integration / Promotion
TWITTER
• invite friends
• search address book for
friends
LEVERAGING TWITTER FOR BUSINESS
Invite
TWITTER
Click to tweet
• pre-populated tweets
• easy to retweet
Twitter Chat
• participate
• connecting and learning
• host
LEVERAGING TWITTER FOR BUSINESS
Engage
TWITTER
• live Twitter event around a
topic at a set time
• uses single hashtag
• participate
• connect and learn
• host your own!
LEVERAGING TWITTER FOR BUSINESS
Twitter Chat
TWITTER
• lead generation, website
traffic, for app, image, or
video
• user can easily share
information with you from
within a tweet
• capture user name and
email address
LEVERAGING TWITTER FOR BUSINESS
Twitter Cards
TWITTER
LEVERAGING TWITTER FOR BUSINESS
TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
Monitoring
TWITTER
• free
• follow several streams in
real time
• keyword searches,
mentions, direct messages
• scheduled posting
• access multiple accounts
from one interface
• mute users or hashtags
LEVERAGING TWITTER FOR BUSINESS
TweetDeck
TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
TWITTER
• a word or phrase preceded
by pound sign (#)
• identify messages on a
particular topic
• link search results
• expand reach
• effective and popular
• hashtagify.me
• RiteTag.com
LEVERAGING TWITTER FOR BUSINESS
Hashtags
TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
TWITTER
• monitor mentions
• direct messages
• searches
• twitter lists
• competitors
• TweetDeck
LEVERAGING TWITTER FOR BUSINESS
SOCIAL MEDIA
TWITTER
Ads✓
BUSINESS?
• Grow base of relevant followers
• Increase website traffic and conversions
• Increase app downloads and engagements
• Find high quality leads
• Increase engagements on twitter (likes and retweets)
• Raise awareness and build excitement with video
content
WHY USE TWITTER ADS FOR
BUSINESS
TWITTER ADS FOR
• content (event/ sale!)
• image / video to increase
engagement
• define audience
• review results
Promoted Tweets
BUSINESS
TWITTER ADS FOR
• interest targeting
• call to action
• tailor message
• appears in who to follow
and within home page feed
Promoted Accounts
BUSINESS
TWITTER ADS FOR
• time/context/event sensitive
trends promoted by
advertising partners
• boost brand conversion
• drive impact
• long term impact
• build positive buzz
Promoted Trends
BUSINESS
TWITTER ADS FOR
SOCIAL MEDIA
TWITTER
Analytics✓
• Impressions - how many times your ads have been seen by
Twitter users.
• Results - actions that are tied to your objectives. For
example, if your goal is website visits, the results tracked
will be link clicks.
• Your engagement rate - number of impressions for your
ads divided by the number of results.
• Your cost per resulT - how much you’re paying, on average,
for each relevant action people are taking from your ads.
TWITTER
ADS ANALYTICS
TWITTER
ADS ANALYTICS
!
• Tweets: Number of times you Tweeted
• Tweet impressions: Number of times users are served your Tweet
in timeline, search results, or from your profile
• Profile visits: Number of times users visited your profile page
• Mentions: Number of times your @username was mentioned in
Tweets
• New followers: Number of new followers you gained
• Tweets linking to you: Number of times your Twitter Card(s) was
Tweeted by you and/or other people
Account Summary Metrics
TWITTER
ANALYTICS
!
• Top Tweet: Tweet that received the highest number of impressions
• Top media Tweet: Tweet with photo, video, or Vine that received the
highest number of impressions
• Top Card Tweet: Tweet with a Twitter Card that received the highest
number of impressions; this can include other people’s Tweets
• Top mention: Tweet that mentioned your @handle and received the
highest number of impressions; this can include other people’s
Tweets
• Top follower: Account with the highest follower count that followed
you in a given month
TWITTER
ANALYTICS
Monthly Highlights
TWITTER
ANALYTICS
SOCIAL MEDIA
LINKEDIN
What is LINKEDIN?
LINKEDIN TODAY
Leveraging LINKEDIN for Business
Setting up Effective LINKEDIN

Business Profiles
✓
✓
✓
✓
SOCIAL MEDIA
LINKEDIN
What is LINKEDIN?✓
WHAT IS LINKEDIN?
• professional networking site
• communicate with prospects and customers
• platform to exchange user generated information
• to promote two way relationships
SOCIAL MEDIA
LINKEDIN
LINKEDIN TODAY✓
THE REACH
!
396 million global
active users monthly
!
!
30% of Canadian adults
2x a week
2015 Statistics
DEMOGRAPHICS
LINKEDIN
• increase brand awareness
• gain leads for business
• increase sales
• encourage online sales
• obtain testimonials and
recommendations
WHY USE LINKEDIN FOR BUSINESS
LINKEDIN
• develop thought leadership
• gain referrals
• undertake market research
• recruit new employees
WHY USE LINKEDIN FOR BUSINESS
SOCIAL MEDIA
LINKEDIN
Setting up Effective LINKEDIN

Business Profiles✓
• need a personal page to set
up company page
• https://www.linkedin.com/
company/add/show
• will not work with
@gmail.com domain
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
• enhance profesional brand
• grow network
• promote and grow business
• Who’s viewed my profile
• Full Profile Viewing
• Premium search filters
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
• get noticed by potential
employers
• connect with hiring
managers and recruiters
• Premium insights
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
• find candidates faster
• contact passive candidates
• manage relationships
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
• focus on right prospects
• get lead recommendations
• informed insights
• build trusted relationships
• account and contact import
• advanced search
• real time sales updates
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Premium Accounts
• company description
• banner 646 px X 220 px
• profile image 300 px X 300
px
• description
• link to website
• industry
• business address
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Overview
• set up additional people as
admins to manage company
page
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Admins
• how you add value
• who you specialize in
helping
• results you’ve achieved
• how customers can get in
touch
• use keywords
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Company Description
• extension of company page
• highlight main products,
initiative, brand
• share specific content with
targeted audience
• large hero image
• two column layout
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
Showcase Pages
SETTING UP EFFECTIVE BUSINESS PROFILES
LINKEDIN
SOCIAL MEDIA
LINKEDIN
Leveraging LINKEDIN for Business✓
• post updates to drive
engagement
• ability to attach a file
• share with all audience or
targeted audience
• include CTA’s & images
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Posts
• pin posts to appear at the
top of your news feed
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Pinned Posts
• like
• comment
• respond to comments
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Posts
• Generate custom follow
button to link to your
company page
• drive engagement from
website
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Follow Company
• drive job applications
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Post Jobs
• direct email marketing
• reach prospects directly and
credibly
• email without email address
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Send InMail
• showcase expertise and
skills
• create your own group
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Groups
• publish posts
• develop authority
• news app tailored to you
• easy to use
• customizable
• engaging
• join the conversation
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
Pulse
• publish posts
• develop authority
LINKEDIN
LEVERAGING LINKEDIN FOR BUSINESS
SOCIAL MEDIA
LINKEDIN
Ads✓
BUSINESS?
• acquire new customers
• less intrusive advertising ./ native advertising
• precise targeting
• generate leads
• extend reach
• raise brand awareness
• promote deeper relationships
WHY USE LINKEDIN ADS FOR
BUSINESS
LINKEDIN ADS FOR
• Attract new followers to
your Company or Showcase
Page
• Drives engagement with
company-specific content
• Appears on mobile devices,
tablet and desktop
• existing or new content
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
Sponsored Updates
BUSINESS
LINKEDIN ADS FOR
• Highly targeted, easy to
create
• Great for budget-conscious
campaigns
• Appears on the top and in
the right rail of many
LinkedIn.com pages
• PPC
Text Ads
BUSINESS
LINKEDIN ADS FOR
Text Ads
BUSINESS
LINKEDIN ADS FOR
Text Ads
BUSINESS
LINKEDIN ADS FOR
Text Ads
BUSINESS
LINKEDIN ADS FOR
Text Ads
BUSINESS
LINKEDIN ADS FOR
Text Ads
BUSINESS
LINKEDIN ADS FOR
• automatically sends mail
when recipient is online
• personalized messages
• doesn’t require knowledge
of email address
Sponsored InMail
BUSINESS
LINKEDIN ADS FOR
• reach audience on and off
LinkedIn
• target the right people
• measure impact of ads
Display Advertising
BUSINESS
LINKEDIN ADS FOR
• nurture prospects
• sequence ads and content
based on prospects
• capture leads
• AB test ads, messaging
• measure performance
• right message at the right
time
Lead Accelerator
BUSINESS
LINKEDIN ADS FOR
SOCIAL MEDIA
LINKEDIN
Analytics✓
LINKEDIN
ADS ANALYTICS
• Updates: A table showing the most recent updates
• Reach: A graph showing the trend on the number of times your
updates were seen both organically and through paid campaigns
on a daily basis. Use the dropdown on the left side of the page to
change the date range.
• Engagement: A graph displaying the number of times members
clicked, liked, commented on, and shared your content in both
organic and sponsored campaigns. You can adjust the date range
with the dropdown on the left.
Updates / Reach / Engagement
LINKEDIN
ANALYTICS
LINKEDIN
ANALYTICS
• Type: total, organic, and acquired members following your page
• Follower Demographics: A breakdown of who's following your
company using 5 types of demographic data. Use the dropdown
menu on the right to see seniority, industry, job function, company
size, and more.
• Follower Trends: Showing how your number of followers has
changed over time. Use the dropdown on the right to select
preferred date ranges.
• How You Compare: Your number of followers compared to other
companies.
Followers
LINKEDIN
ANALYTICS
LINKEDIN
ANALYTICS
• Page views: A graph showing how many times your Company Page was viewed.
If you have a Career Page, you'll see page views for this too. You can adjust the
date range with the drop-down menu.
• Career Page clicks: If you have a Career Page, this graph shows you how many
times viewers clicked various elements of your Career Page. You can adjust the
date range with the dropdown above.
• Unique visitors: A graph showing how many LinkedIn members visited your
page. This is similar to page views, but removes duplicate visits to a single page
such as when a member refreshes your Company Page or navigates away from
it, but returns later. You can adjust the date range with the drop-down menu.
• Visitor demographics: This is a graph showing a breakdown of who's visiting
your Company Page using 5 types of demographic data: Seniority, Industry,
Function, Company Size.
Visitors
LINKEDIN
ANALYTICS
LINKEDIN
ANALYTICS
Any Questions?
(306) 664.2932
info@2webdesign.com
http://www.2webdesign.com/blog/develop_a_social_media_strategy
@2WebDesign
2webdesign-com
2webdesign

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Advanced Social Media for Business

  • 2. SOCIAL MEDIA What is Social Media? Social Media TODAY Leveraging Social Media for Business Common Social Media Platforms Setting up Effective Business Profiles ✓ ✓ ✓ ✓ ✓ Social Media Advertising✓
  • 3. WHAT IS SOCIAL MEDIA? Social Media Websites and applications that enable users to create and share content or to participate in social networking Social Media for Business Using social channels to connect and engage with your target audience in order to grow relationships
  • 4. MAJOR SOCIAL MEDIA PLATFORMS Facebook LinkedInTwitter
  • 5. TOP 500 SITES IN CANADA
  • 6. TOP 500 SITES ON THE WEB
  • 8. FACEBOOK What is FACEBOOK? FACEBOOK TODAY Leveraging FACEBOOK for Business Setting up Effective FACEBOOK
 Business Profiles ✓ ✓ ✓ ✓
  • 9. FACEBOOK What is FACEBOOK?✓
  • 10. WHAT IS FACEBOOK? • It is an online social networking service • gives people the power to share and express themselves • ability to connect with “friends” and “businesses”
  • 11. THE REACH ! 1.55 billion global active users monthly ! 59% of Canadian adults ! 87% of Saskatchewan ! Accessing 9 x week 2015 Statistics
  • 13. BUSINESS? • trust factor - social presence on a trusted site • potential to connect with billions of people • generate brand awareness WHY USE FACEBOOK FOR
  • 14. BUSINESS? • customer engagement and two-way communications • accessible and personal brand • customer-to-customer communications WHY USE FACEBOOK FOR
  • 15. BUSINESS? • potential of viral marketing • encourage creation of user generated content • improve SEO • listen to customers, get feedback WHY USE FACEBOOK FOR
  • 16. BUSINESS? • communicate promotions • customer retention • drive traffic to website • extend reach WHY USE FACEBOOK FOR
  • 17. SOCIAL MEDIA FACEBOOK Setting up Effective FACEBOOK
 Business Profiles✓
  • 18. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK https://www.facebook.com/pages/create/
  • 19. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK
  • 20. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • bricks and mortar store • customers can physically visit you • extra page options (operating hours, • parking options, “check-in”) • drop down of categories defines
 information boxes provided
  • 21. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • doesn’t need foot traffic • more than one location • manually set up “check-in” • e-commerce business selling online 
 through own website • drop down of categories
  • 22. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • products are sold online through
 multiple websites / resellers • Apple, Coca Cola, Adidas • drop down of categories
  • 23. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • promotion of you • for artists / bands / coaches / chef /
 writers / etc • drop down of categories
  • 24. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • promotion of your book / TV show /
 movie / radio / magazine • drop down of categories
  • 25. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • no drop down of categories • not-for-profit and charity organizations
 can often make pages under Company
 Organization or Institution > Non-Profit
 Organization
  • 26. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • Keywords • Claim your name
  • 27. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • 180px X 180px image • business logo • picture of self
  • 28. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • add to your favourites for easy access
  • 29. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • verifying duplicate pages
  • 30. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • add characteristics of your target audience • location • interest based • gender • age
  • 31. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • Cover Photo • 851 px X 315 px • less than 100 KB
  • 32. SETTING UP EFFECTIVE BUSINESS PROFILES FACEBOOK • add descriptions and keywords to all photos (cover and profile - too!) Photo Descriptions
  • 34. LEVERAGING FACEBOOK FOR BUSINESS FACEBOOK • promote product • highlight a specific marketing message Cover Image
  • 35. LEVERAGING FACEBOOK FOR BUSINESS FACEBOOK • create CTA • records clicks • can also link to an app Call To Actions
  • 36. FACEBOOK • status • link • photo • video • event • milestone • today • yesterday • draft Create Post • doing/feeling • location • date/time LEVERAGING FACEBOOK FOR BUSINESS
  • 37. FACEBOOK • link with no link preview Text Post LEVERAGING FACEBOOK FOR BUSINESS
  • 38. FACEBOOK • image pulled from linked website • ability to add / hide additional images Link Post LEVERAGING FACEBOOK FOR BUSINESS
  • 39. FACEBOOK • image, title, and description pulled from blog article on site • ability to add / hide additional images Link Post LEVERAGING FACEBOOK FOR BUSINESS
  • 40. FACEBOOK • pulls title from Vimeo/ YouTube Link Post LEVERAGING FACEBOOK FOR BUSINESS
  • 41. FACEBOOK • add individual photos • albums of photos • photo carousel Photo / Video Post LEVERAGING FACEBOOK FOR BUSINESS
  • 42. FACEBOOK • create a special offer • get event registrations • add milestones Offer / Event / Milestone LEVERAGING FACEBOOK FOR BUSINESS
  • 43. FACEBOOK • title • description • expiration date • image • start date • claim limit Offer LEVERAGING FACEBOOK FOR BUSINESS
  • 44. FACEBOOK • add description • keywords • photo • start/end date Event LEVERAGING FACEBOOK FOR BUSINESS
  • 45. FACEBOOK • Highlight key moments on your timeline • title • location • date • story • photo Milestone LEVERAGING FACEBOOK FOR BUSINESS
  • 46. FACEBOOK • description • title • category • call to action • video captions • tag people in video • update privacy • featured Upload Video Directly LEVERAGING FACEBOOK FOR BUSINESS
  • 47. FACEBOOK • description • title • category • call to action • video captions • uploaded directly to FB tend to do better • tag people in video • update privacy Video Gallery LEVERAGING FACEBOOK FOR BUSINESS
  • 48. FACEBOOK • add Facebook like buttons to website • add Facebook share buttons to website / blog • email signature • newsletters • business cards Promote! LEVERAGING FACEBOOK FOR BUSINESS
  • 49. FACEBOOK • Invite friends through Facebook • add email list to invite contacts (max 5000*) Invite! LEVERAGING FACEBOOK FOR BUSINESS
  • 50. FACEBOOK • special offers, promotions, coupons, sweepstakes • surveys, quizzes, polls • shopping • special events • positive feedback Top Reasons people Like Brands LEVERAGING FACEBOOK FOR BUSINESS
  • 52. BUSINESS? • drive online sales • website traffic • increase local sales • promote your app • raise brand awareness WHY USE FACEBOOK ADS FOR
  • 53. BUSINESS? • be relevant - showing ads to the right people at the right time • super actionable - sending people to your website or app to drive sales or email signups • be naturally social - showing that your friends also like this page WHY USE FACEBOOK ADS FOR
  • 54. • special offers, promotions, coupons, sweepstakes • surveys, quizzes, polls • shopping • special events • positive feedback BUSINESS FACEBOOK ADS FOR
  • 57. • text • headline • image • CTA • phone number • audience location, age, gender • budget • duration • payment Promote Local Business • connect with more people in your local area BUSINESS FACEBOOK ADS FOR
  • 59. • ad creative • audience • budget and duration • mobile and desktop preview • payment Boost Website • get people you care about to visit your website BUSINESS FACEBOOK ADS FOR
  • 61. • audience • budget • desktop and mobile preview • payment • estimated people reached Boost Post • boost post to reach more people BUSINESS FACEBOOK ADS FOR
  • 65. ! • Top Tweet: Tweet that received the highest number of impressions • Top media Tweet: Tweet with photo, video, or Vine that received the highest number of impressions • Top Card Tweet: Tweet with a Twitter Card that received the highest number of impressions; this can include other people’s Tweets • Top mention: Tweet that mentioned your @handle and received the highest number of impressions; this can include other people’s Tweets • Top follower: Account with the highest follower count that followed you in a given month FACEBOOK ANALYTICS Insights
  • 67. SOCIAL MEDIA TWITTER What is TWITTER? TWITTER TODAY Leveraging TWITTER for Business Setting up Effective TWITTER
 Business Profiles ✓ ✓ ✓ ✓
  • 69. • microblogging social media site • broadcast up to 140 character “tweets” to engage in conversation • add photos, images, videos, and links WHAT IS TWITTER?
  • 71. THE REACH ! 341 million global active users monthly ! ! 25% of Canadian adults 5x a week 2015 Statistics
  • 73. BUSINESS? • SEO • popularity • impact on PR • customer retention • sales and profit WHY USE TWITTER FOR
  • 74. • influence and interact • customer service • reach new customers • increase awareness BUSINESS? WHY USE TWITTER FOR
  • 75. • capture leads • drive traffic to landing page • social leverage BUSINESS? WHY USE TWITTER FOR
  • 76. SOCIAL MEDIA TWITTER Setting up Effective TWITTER
 Business Profiles✓
  • 77. TWITTER SETTING UP EFFECTIVE BUSINESS PROFILES
  • 78. TWITTER • keywords • business name SETTING UP EFFECTIVE BUSINESS PROFILES
  • 79. TWITTER SETTING UP EFFECTIVE BUSINESS PROFILES
  • 80. TWITTER • 400px X 400px image • business logo • picture of self SETTING UP EFFECTIVE BUSINESS PROFILES
  • 81. TWITTER • header photo: 1500 px X 500px • bio: 160 characters • location: enter location • website: enter url • theme colour: can change colour of feed SETTING UP EFFECTIVE BUSINESS PROFILES
  • 82. TWITTER • customize background image and/or colour SETTING UP EFFECTIVE BUSINESS PROFILES
  • 84. TWITTER • promote product • highlight a specific marketing message LEVERAGING TWITTER FOR BUSINESS Header Photo
  • 85. TWITTER • description • media • poll • gifs • periscope LEVERAGING TWITTER FOR BUSINESS Types of tweets
  • 86. TWITTER • stream live video • mobile app • owned by Twitter • live transmissions appear in Twitter newsfeed • events, happenings LEVERAGING TWITTER FOR BUSINESS Periscope
  • 87. TWITTER • Create a poll with choices LEVERAGING TWITTER FOR BUSINESS Create Poll tweet
  • 88. TWITTER • image 435px X 375px • video 435px X 244px • links LEVERAGING TWITTER FOR BUSINESS Create Media tweet Tweets with images get 2x engagement as those without
  • 89. TWITTER • add Twitter follow buttons to website • add Twitter share to website / blog • email signature • newsletters • business cards • contests LEVERAGING TWITTER FOR BUSINESS Integration / Promotion
  • 90. TWITTER • invite friends • search address book for friends LEVERAGING TWITTER FOR BUSINESS Invite
  • 91. TWITTER Click to tweet • pre-populated tweets • easy to retweet Twitter Chat • participate • connecting and learning • host LEVERAGING TWITTER FOR BUSINESS Engage
  • 92. TWITTER • live Twitter event around a topic at a set time • uses single hashtag • participate • connect and learn • host your own! LEVERAGING TWITTER FOR BUSINESS Twitter Chat
  • 93. TWITTER • lead generation, website traffic, for app, image, or video • user can easily share information with you from within a tweet • capture user name and email address LEVERAGING TWITTER FOR BUSINESS Twitter Cards
  • 95. TWITTER • monitor mentions • direct messages • searches • twitter lists • competitors • TweetDeck LEVERAGING TWITTER FOR BUSINESS Monitoring
  • 96. TWITTER • free • follow several streams in real time • keyword searches, mentions, direct messages • scheduled posting • access multiple accounts from one interface • mute users or hashtags LEVERAGING TWITTER FOR BUSINESS TweetDeck
  • 97. TWITTER • monitor mentions • direct messages • searches • twitter lists • competitors • TweetDeck LEVERAGING TWITTER FOR BUSINESS
  • 98. TWITTER • a word or phrase preceded by pound sign (#) • identify messages on a particular topic • link search results • expand reach • effective and popular • hashtagify.me • RiteTag.com LEVERAGING TWITTER FOR BUSINESS Hashtags
  • 99. TWITTER • monitor mentions • direct messages • searches • twitter lists • competitors • TweetDeck LEVERAGING TWITTER FOR BUSINESS
  • 100. TWITTER • monitor mentions • direct messages • searches • twitter lists • competitors • TweetDeck LEVERAGING TWITTER FOR BUSINESS
  • 101. TWITTER • monitor mentions • direct messages • searches • twitter lists • competitors • TweetDeck LEVERAGING TWITTER FOR BUSINESS
  • 103. BUSINESS? • Grow base of relevant followers • Increase website traffic and conversions • Increase app downloads and engagements • Find high quality leads • Increase engagements on twitter (likes and retweets) • Raise awareness and build excitement with video content WHY USE TWITTER ADS FOR
  • 105. • content (event/ sale!) • image / video to increase engagement • define audience • review results Promoted Tweets BUSINESS TWITTER ADS FOR
  • 106. • interest targeting • call to action • tailor message • appears in who to follow and within home page feed Promoted Accounts BUSINESS TWITTER ADS FOR
  • 107. • time/context/event sensitive trends promoted by advertising partners • boost brand conversion • drive impact • long term impact • build positive buzz Promoted Trends BUSINESS TWITTER ADS FOR
  • 109. • Impressions - how many times your ads have been seen by Twitter users. • Results - actions that are tied to your objectives. For example, if your goal is website visits, the results tracked will be link clicks. • Your engagement rate - number of impressions for your ads divided by the number of results. • Your cost per resulT - how much you’re paying, on average, for each relevant action people are taking from your ads. TWITTER ADS ANALYTICS
  • 111. ! • Tweets: Number of times you Tweeted • Tweet impressions: Number of times users are served your Tweet in timeline, search results, or from your profile • Profile visits: Number of times users visited your profile page • Mentions: Number of times your @username was mentioned in Tweets • New followers: Number of new followers you gained • Tweets linking to you: Number of times your Twitter Card(s) was Tweeted by you and/or other people Account Summary Metrics TWITTER ANALYTICS
  • 112. ! • Top Tweet: Tweet that received the highest number of impressions • Top media Tweet: Tweet with photo, video, or Vine that received the highest number of impressions • Top Card Tweet: Tweet with a Twitter Card that received the highest number of impressions; this can include other people’s Tweets • Top mention: Tweet that mentioned your @handle and received the highest number of impressions; this can include other people’s Tweets • Top follower: Account with the highest follower count that followed you in a given month TWITTER ANALYTICS Monthly Highlights
  • 114. SOCIAL MEDIA LINKEDIN What is LINKEDIN? LINKEDIN TODAY Leveraging LINKEDIN for Business Setting up Effective LINKEDIN
 Business Profiles ✓ ✓ ✓ ✓
  • 116. WHAT IS LINKEDIN? • professional networking site • communicate with prospects and customers • platform to exchange user generated information • to promote two way relationships
  • 118. THE REACH ! 396 million global active users monthly ! ! 30% of Canadian adults 2x a week 2015 Statistics
  • 120. LINKEDIN • increase brand awareness • gain leads for business • increase sales • encourage online sales • obtain testimonials and recommendations WHY USE LINKEDIN FOR BUSINESS
  • 121. LINKEDIN • develop thought leadership • gain referrals • undertake market research • recruit new employees WHY USE LINKEDIN FOR BUSINESS
  • 122. SOCIAL MEDIA LINKEDIN Setting up Effective LINKEDIN
 Business Profiles✓
  • 123. • need a personal page to set up company page • https://www.linkedin.com/ company/add/show • will not work with @gmail.com domain SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN
  • 124. • enhance profesional brand • grow network • promote and grow business • Who’s viewed my profile • Full Profile Viewing • Premium search filters SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Premium Accounts
  • 125. • get noticed by potential employers • connect with hiring managers and recruiters • Premium insights SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Premium Accounts
  • 126. • find candidates faster • contact passive candidates • manage relationships SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Premium Accounts
  • 127. • focus on right prospects • get lead recommendations • informed insights • build trusted relationships • account and contact import • advanced search • real time sales updates SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Premium Accounts
  • 128. • company description • banner 646 px X 220 px • profile image 300 px X 300 px • description • link to website • industry • business address SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Overview
  • 129. • set up additional people as admins to manage company page SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Admins
  • 130. • how you add value • who you specialize in helping • results you’ve achieved • how customers can get in touch • use keywords SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Company Description
  • 131. • extension of company page • highlight main products, initiative, brand • share specific content with targeted audience • large hero image • two column layout SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN Showcase Pages
  • 132. SETTING UP EFFECTIVE BUSINESS PROFILES LINKEDIN
  • 134. • post updates to drive engagement • ability to attach a file • share with all audience or targeted audience • include CTA’s & images LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Posts
  • 135. • pin posts to appear at the top of your news feed LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Pinned Posts
  • 136. • like • comment • respond to comments LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Posts
  • 137. • Generate custom follow button to link to your company page • drive engagement from website LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Follow Company
  • 138. • drive job applications LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Post Jobs
  • 139. • direct email marketing • reach prospects directly and credibly • email without email address LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Send InMail
  • 140. • showcase expertise and skills • create your own group LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Groups
  • 141. • publish posts • develop authority • news app tailored to you • easy to use • customizable • engaging • join the conversation LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS Pulse
  • 142. • publish posts • develop authority LINKEDIN LEVERAGING LINKEDIN FOR BUSINESS
  • 144. BUSINESS? • acquire new customers • less intrusive advertising ./ native advertising • precise targeting • generate leads • extend reach • raise brand awareness • promote deeper relationships WHY USE LINKEDIN ADS FOR
  • 146. • Attract new followers to your Company or Showcase Page • Drives engagement with company-specific content • Appears on mobile devices, tablet and desktop • existing or new content Sponsored Updates BUSINESS LINKEDIN ADS FOR
  • 154. • Highly targeted, easy to create • Great for budget-conscious campaigns • Appears on the top and in the right rail of many LinkedIn.com pages • PPC Text Ads BUSINESS LINKEDIN ADS FOR
  • 160. • automatically sends mail when recipient is online • personalized messages • doesn’t require knowledge of email address Sponsored InMail BUSINESS LINKEDIN ADS FOR
  • 161. • reach audience on and off LinkedIn • target the right people • measure impact of ads Display Advertising BUSINESS LINKEDIN ADS FOR
  • 162. • nurture prospects • sequence ads and content based on prospects • capture leads • AB test ads, messaging • measure performance • right message at the right time Lead Accelerator BUSINESS LINKEDIN ADS FOR
  • 165. • Updates: A table showing the most recent updates • Reach: A graph showing the trend on the number of times your updates were seen both organically and through paid campaigns on a daily basis. Use the dropdown on the left side of the page to change the date range. • Engagement: A graph displaying the number of times members clicked, liked, commented on, and shared your content in both organic and sponsored campaigns. You can adjust the date range with the dropdown on the left. Updates / Reach / Engagement LINKEDIN ANALYTICS
  • 167. • Type: total, organic, and acquired members following your page • Follower Demographics: A breakdown of who's following your company using 5 types of demographic data. Use the dropdown menu on the right to see seniority, industry, job function, company size, and more. • Follower Trends: Showing how your number of followers has changed over time. Use the dropdown on the right to select preferred date ranges. • How You Compare: Your number of followers compared to other companies. Followers LINKEDIN ANALYTICS
  • 169. • Page views: A graph showing how many times your Company Page was viewed. If you have a Career Page, you'll see page views for this too. You can adjust the date range with the drop-down menu. • Career Page clicks: If you have a Career Page, this graph shows you how many times viewers clicked various elements of your Career Page. You can adjust the date range with the dropdown above. • Unique visitors: A graph showing how many LinkedIn members visited your page. This is similar to page views, but removes duplicate visits to a single page such as when a member refreshes your Company Page or navigates away from it, but returns later. You can adjust the date range with the drop-down menu. • Visitor demographics: This is a graph showing a breakdown of who's visiting your Company Page using 5 types of demographic data: Seniority, Industry, Function, Company Size. Visitors LINKEDIN ANALYTICS