Sandor Panton - Expo Jamaica Social Media Workshop Presentation

Social Media 101… taking your brand’s marketing

to the next level throughSOCIAL MEDIA

SANDOR PANTON | SANDORPANTON.COM | JMA/JEA EXPO WORKSHOP 2013

About Me - Sandor Panton Using the Internet for business/commercial reasons since 1997 1997 – website design, 1998 – Top5Jamaica.Com, 2001 – Internet

Marketing, 2008 – Social Media Marketing Blog – www.SandorPanton.Com Twitter - @Top5Jamaica


Topics What hashtag will you be using for this workshop? Intro – Facebook, Twitter, Instagram, Pinterest, LinkedIn, Google+ Jamaica’s Internet and social media landscape Why Social Media Marketing? Guidelines for brands/companies on Social Media Generating leads through Social Media Stats / Measurement Personality, tone, handling criticism/complaints Closing


Introducing – Social Media Networks


Social Media Intro What is social media?

Sharing/exchanging information/ideas in virtual communities/networks Are you using it? How is it useful to you? How have brands/companies been using it?

Customer service, branding, promotions, marketing, public relations, research, lead generation

The BIG 7 in this hemisphere


Intro - FacebookLead Gen?2008 survey of New York prostitutes. 83% of them were using Facebook for lead generation. Chart below shows the sources of their clients


Fun Stuff- 350 million+ Facebook users suffer from ‘Facebook addiction Syndrome’- Average Facebook user has 130 friends- 18% of consumers follow a brand on Facebook to complain about a product or service. 56% follow a brand to learn more about their products/services- 49% of Facebook’s 2012/13 ad revenues came from mobile ads- It’s the 3rd most visited website in Jamaica (after Google & YouTube)

Intro – Twitter & Instagram


More Twitter- It Twitter was a country, it would be the 3rd largest in the world- It’s the 9th most-visited website in Jamaica

Teens leaving Facebook For

Instagram!

Intro – Pinterest, LinkedIn, Google+


Sign up then forget it?

- 67% of Google+ users are male- ‘Student’ is the #1 occupation of Google+ users- 69% of Pinterest users are female- LinkedIn is the largest social media site dedicated solely to professional networking- Jamaicans do not use LinkedIn the way Americans do- Foursquare? Restaurants, stores, bars, villas, etc., pay attention

Jamaica’s Internet & Social Media Landscape




Most popular media platforms in JamaicaSOURCE:Ebusinesssocial.com infographic



Who’s using the Internet in JamaicaSOURCE:Ebusinesssocial.com infographic



Where are the Internet users in Jamaica located?SOURCE:Ebusinesssocial.com infographic



What are Jamaica’s Internet users actually doing when they go online?SOURCE:Ebusinesssocial.com infographic



Top 10 sites in Jamaica



SOURCE:Facebook’s Ad Control Panel

April 2

010

Septem

ber 2

010

June

2011

Janu

ary 20

12

July

2013

Novem

ber 2

013

-

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

250,000

380,000

622,000

684,000 720,000 740,000

Number of Facebook Users in Jamaica

Number of Facebook Users in Jamaica

32,000 Jamaican Instagram userswho are on Facebook as well

82,000 Jamaican Twitter users are also on Facebook



Top Brands on Facebook in JamaicaAs at November 12, 2013. Source – socialbakers.com

Why Social Media Marketing?


Why Social Media Marketing? Your target audience is already active in the space

You saw the statistics and charts presented earlier; ignore at your own peril

How else will you target Generations ‘Y’ and ‘Z’?There’s an entire new generation in Jamaica that watches less local television, is listening to less radio, and not reading the newspapers as much as previous generations. This generation is more exposed to the Internet on a daily basis than they are to any other traditional media forms.

Less expensive than traditional marketingWant to get the word out on a low budget? Social media marketing is where it’s at! Small businesses need inexpensive solutions to compete with brands with the bigger budgets. Social media marketing is one of these solutions.

Tracking & TargetingMatch advertising dollars back to an actual action; track actual engagement and interaction with the brand; target specific persons

More direct & personal than other mediaReal-time interaction with clients/customersBuild relationships in real-time

It’s effective!It reaches out and pulls prospects in


Guidelines for brands on Social Media


Guidelines for brands on Social Media Determine a strategy and establish a presence

Your actual and potential customers/clients are already there waiting on you

Set goals and be patientHundreds of thousands of persons won’t be clamouring to ‘like’ your page overnightConsumers won’t respond in the same manner to every brand/product

Strive to be ‘top of mind’They’re seeing your updates, they’re seeing the messages, they’ll call when they need you

Understand what makes your target market ‘tick’Need to be able to engage and interact with them such that you actually establish a relationship with them

Be consistentYou’re either going to do it properly, or not at all

Listen & respondYour brand is at stake; respond to queries, complaints, feedback in a timely manner. Be fair and honest with these responses

Be human; you can’t automate everythingConsumers can see/sense/smell ‘fake’ from a mile away; respect the space and their intelligence

Be creative and add value for your audienceYour social media updates should provide enlightenment, entertainment or an uplifting exchange

Be tactful and mindful of your brand as you take advantage of current positive trends/happenings


Generating leads through Social Media


Generating Leads through Social Media Facebook ads

Target by age, gender, interests, marital status, type of education and more


Generating Leads through Social Media Facebook Contests

- Fans enter for a chance to win- Must submit certain required information


Generating Leads through Social Media Posts with a call-to-action

- Don’t be afraid to include you company’s website link, phone number etc. with a promotional/sales post- Persons who follow/like your brand/company don’t want to be overwhelmed by sales pitches, but they do expect some

Include other digital marketing techniques in your social media mix- e.g. Facebook tab with a form for persons to sign up for your mailing list- Tweeting link and/or QR Code for persons to sign up for your mailing list- Instagram post of your mailing list QR Code


Generating Leads through Social Media Twitter Search!

Potential clients/customers are on there every day saying exactly what they need. Are you listening? Can you respond?http://search.twitter.com and https://twitter.com/search-advanced ... Or set up a TweetDeck column


http://search.twitter.com/

https://twitter.com/search-advanced

https://twitter.com/search-advanced

Stats / Measurement


Facebook Insights facebook.com/pagename?sk=page_insights


Twitter & More Socialbakers.com followerwonk.com twittercounter.com More commercial tools - radian6, sprout social


Personality, tone, handling criticism/complaints


Personality, tone, handling criticism/complaints

Critical that your brand have a consistent personality/toneIt should match the brand’s offline personality

Never delete negative commentsIt will only escalate the matter; respond quickly and fairly and try to take it offline or to private messages

Feel free to delete offensive/derogatory/racist comments/postsOr posts/comments from someone who is obviously looking to make trouble (e.g. a disgruntled former employee)

Keep calmNever get ‘personal’, never get emotional

Try to document with screenshotsJust to have proof/evidence trail just in case the poster deleted the original item

Don’t just listen for direct comments/complaintsUse Google Alerts and Twitter search alert columns in Tweetdeck to ‘listen’ in real-time for mentions of the brand (intercept before it gets out of hand)

Respond to everythingWhether you’re answering, liking, retweeting, deleting, banning etc., respond to every (good/bad) comment/post

Be quick to apologizeSometimes, that’s all they seek


Closing

Personalities - influencers, brand advocates, troublemakers and more

How to grow your likes, followers etc.


Thank YouI hope you found this useful

Visit my blog athttp://sandorpanton.com(presentation will be available for download there on November 14)

Follow me on Twitter at@top5jamaica


http://sandorpanton.com/

http://sandorpanton.com/

http://twitter.com/top5jamaica

Sandor Panton - Expo Jamaica Social Media Workshop Presentation

Marketing

Transcript of Sandor Panton - Expo Jamaica Social Media Workshop Presentation