Social Media Marketing Trivia 1. Which social media platform is considered the second

largest search engine? 2. Which social media platform is poised to bring in nearly

$1.5 billion in ad revenue in 2016?3. What is the third most popular social media platform

among millennials?4. Which platform recently announced it will soon allow users

to post updates up to 10,000 characters long?5. What percentage of online adults use LinkedIn?

What We're Watching • Mobile• "Live"• Sponsored Content• Video (Advertisements)

The Golden Rules of Social Media Marketing • Know thy audience• Quality trumps quantity• Listen first, talk second• This isn't 'set it and forget it'• Tailor the content to the platform

The Biggest Social Media Question of 2016

• What is the ROI on social media marketing?

Think Mobile First • In 2015, a higher volume of Google

searches was conducted from mobile devices than from desktops in 10 countries, including the U.S.

• 51% of the time U.S. adults spend with digital media each day is from a mobile device

• 1.39 billion of Facebook's 1.55 billion monthly active users access the platform from mobile devices

And the rise of mobile is impacting far more than social media...

• ExactTarget found 27% of consumers will leave a website if it is not mobile-optimized

Is Your Website Social-Friendly?Best practices to ensure your website is social- (and mobile-) friendly:• Responsive design

(scales to all devices)– Make sure your forms

are responsive, too!• Install share widgets on

your blog• Have links to your social

media pages prominently featured (typically in the header or footer) on your homepage

• Install social media feeds on your homepage to keep it looking fresh

Where Does Live Streaming Fit in Your Social Strategy? • Snapchat is the third most popular social app among

millennials– TechCrunch reports it gets more than 6 billion video

views each day• Periscope was named one of the top apps of 2015 and has

grown to more than 10 million registered users• Facebook launched "Live" a video streaming app for

celebrities in August 2015 and made it available to all users at the end of December

Let's Talk About Sponsored Content • eMarketer studies project...

– Facebook Advertising revenues will increase another 31.5% in 2016, following a 41.8% increase in 2015

– Twitter Advertising revenues will increase 45% in 2016– LinkedIn Advertising revenues will increase 20.5% in

2016– Instagram Advertising revenue will increase 149% in

2016, reaching $1.48 billion globally

Sponsored Content, ctd. Why is sponsored content/advertising on social networks growing so rapidly?• Ability to target audiences

– Targeting makes it very economical• Declining organic Facebook reach• Ability to measure results• SEO value• Opportunity to drive new audiences to landing pages and

associated premium content– Content generation is on the rise. As more companies

implement inbound/content marketing programs, they are looking for new avenues to cultivate new audiences as well as drive views, shares and downloads.

Sponsored Content, ctd. Sponsored content stems beyond Sponsored Stories on Facebook and Sponsored Tweets on Twitter.

Companies are also embracing sponsored content as part of their PR and content marketing strategies. And, consumers can't always tell the difference between the paid and the editorial. A 2015 study by Contently found 40% of readers can't identify which content is sponsored on online news and content sites.

When Does Sponsored Content Make Sense?• On Facebook, it can help grow your page audience and drive traffic

to your website/landing pages• On Twitter, it can help generate downloads for your content

marketing offers• On Facebook, Twitter and LinkedIn, it's a great way to get more

eyeballs on your most important news• On online news/content sites, when it can give you industry

exclusivity (for example, a sponsored expert column in a key online real estate publication)

• When you have news or thought leadership to share that is on the brink of clearing the editorial wall

• When you are trying to generate inbound links for your website– In some instances, you can link to your blog articles, landing

pages and premium content (whitepapers, e-books, toolkits, etc.) that are part of your inbound/content marketing program.

Sponsored Content in Action

Video Just Keeps Growing • Forrester Research estimates 1 minute of video

has the equivalent value of 1.8 million words• Video ads are projected to be the most popular

digital ad format by the end of 2016• Facebook averages 8 billion video views each day

– 75% of these views are on mobile devices

5 Types of Videos That Can Help Your Digital Marketing • Q&A with thought leaders• Behind-the-scenes footage• Event footage - from galas to conferences• Company profile• Man-on-the-street interviews

Where Is All of This Content Coming From? • Social media can be a beast - and a hungry one at that.

So, where does good social media content come from?• Credible third-party content (think media, trade

associations, research orgs, etc.)• Original content (unique things you're only sharing on

social)• Existing thought leadership assets (blog posts, bylined

articles, newsletter content, industry conference presentations, whitepapers, e-books, etc.)– Inbound marketing is a great complement to social

media marketing. It helps to feed the content beast and ties content generation and social media marketing together as the basis of a measurable lead generation program.

Common Threads The most effective social media marketing programs are part of integrated marketing strategies. They embrace trends and rely on tried and true best practices to generate measurable results (ROI).

Focus on...– Consistent messaging– On-brand visuals– Being audience-centric– Providing value– A consistent frequency

Case Study

Which Trends Should You Embrace? What are your business goals? How can marketing help?

When deciding which trends to embrace, start by asking the following questions:

1. Which communication channels are best suited to reaching my target audience?

2. How much budget can I allocate?3. What metrics will I use to

measure success?4. What fits best into my existing

marketing strategy?

THANK YOU!Stay Tuned: Co-Comm University will be back in session this

April. Details coming soon.