SOCIAL MEDIA Using Facebook & Instagram to Grow Your Business A CREATIVE CAMPAIGN AGENCY
THE STATE OF SOCIAL MEDIA
SNAPSHOT AUDIENCE ACTIVITY HISTORY 1,440,000,000 936 Million 2004 Monthly Active Users Daily Active Users Facebook Launched 94% 4 Billion Videos 2010 Monthly Active Brands Viewed Each Day Promoted Content Launched 300,000,000 70 Million 2010 Monthly Active Users Daily Active Users Instagram Launched 79% 2.5 Billion Videos 2013 Monthly Active Brands Viewed Each Day Instagram Ads Launched Reference: Simply Measured, The State of Social Marketing 2015
KEY FACTS + Video has become central component of Facebook strategy + Acts as an extension of many brands website + Drives 25% of all social referral traffic + 75% of top brands publish once a week + Ideal posting is established through experience and testing + Posts with @mentions get 37% better engagement + 86% of brand posts include hashtags + Posts that tag a location = 50% higher engagement Reference: Simply Measured, The State of Social Marketing 2015
BUDGETING MARKETING + 10% of Total Company Revenue DIGITAL MARKETING + 20% of Total Marketing Budget MARKETING DIGITAL BUDGETING EXAMPLE Rev = $500,000 Budget 5% = 25,000 Round Down = $2,000 / mo. DIGITAL BUDGET $400 / mo. SOCIAL MEDIA + 9.9% of digital marketing budget + 22.4% of budget in the next 5 years (126% increase) Social Email Content Paid SOCIAL BUDGET Today: $40 / mo. 5 Years: $90 / mo. Search Sources: Gartner and CMOSurvey.com
HOW TO BE SUCCESSFUL? STRATEGY + PLANNING TIE DIRECTION TO BUSINESS GOALS DEDICATED STAFF (1-3 PEOPLE) Instragram = 1 individual Facebook = Many Admins
SOCIAL MEDIA + GYMNASTICS
COMMUNICATION INSTAGRAM FACEBOOK WEBSITE (Age 13 +) Gymnasts + Parents influencers (Age 18 +) Parents, Friends DECISION-MAKERS (Age = All) Call to Action profitability
A problem comes when the social team is not a priority within the organization. Social media is a really important channel in today s Marcomm world - when you de-prioritize it, that s the core issue. KIPP BODENAR VP OF MARKETING, HUBSPOT
STEP 1 ESTABLISH AN ACCOUNT
SET-UP + Facebook.com + Instagram - Instagram.com + Download App on Phone
SET-UP TIPS + Be consistent + Pick a name that reflects your business + Select a profile picture, use your logo as much as possible (make sure it is sized appropriately) + Prepare a databank of great images and video to tell your story
STEP 2 ESTABLISH YOUR STRATEGY
WHAT IS YOUR GOAL? INCREASE AWARENESS SHIFT PERCEPTION REACH A NEW AUDIENCE ACTION ITEM Establish 3 Goals that will INCREASE PROFITABILITY
STEP 3 DEVELOP CONTENT
CONTENT: THINGS TO DO + Follow your competition & industry leaders - learn from them + Industry News/Influencers: USA Gymnastics, Gymnastike, Inside Gymnastics, The Couch Gymnast, Triple Twist, Gymnastics Coaching, Swing Big + Establish a calendar + Focus on YOUR culture - storytell, keep content light and smart + Video - include as much as possible, use smart phone, shoot horizontally + Link back to the website as much as possible + Establish Hashtags (Max 3 per post) #YourCompanyName #ArtisticGymnastics #USAGstateChamps
CALENDAR: FINAL SCHEDULE BRAINSTORM Monday* Promote a service Tuesday Industry News MONDAY + Results Monday (highlights from weekend meets) TUESDAY + Testimonial Tuesday (get permission) + Twisting/Tumbling Tuesday + Trending Tuesday (Industry News/ Repost) + Teaching Tuesday WEDNESDAY + Wacky Wednesday + Workout Wednesday / Feature Rip of the Week + Inspirational Quote THURSDAY + Company Culture (birthdays, new hires, meet the coaches) + Throwback Thursday FRIDAY + Fun Friday + Promote a Product/Event (Open Gym, Parents Night Out) SATURDAY + Celebration Saturday - Photos of Birthday Parties in Gym Wednesday Workout Wednesday (Video) Thursday* Company Culture Friday Fun Day! Saturday Celebration Saturday Sunday Off PROMOTION: RUN A CONTEST ONCE A MONTH *BUDGET FOR AD DOLLARS
STEP 4 ENGAGE YOUR CUSTOMER
GAIN A FOLLOWING INTERNAL EFFORTS 1. Sales Collateral: Add Social Icons 2. Website: add social buttons 3. Signage: Gym Doors / Locker Rooms
GAIN A FOLLOWING CHALK IT UP! Connect with us on Facebook and Instagram practice perfect tm plumpracticewear.com 4. Postcards: distribute throughout gym and at parties. (VistaPrint.com) 5. Engage your team - they will supply selfies! 6. Eblast/invite + include social buttons
ADVERTISING Three Ways to Advertise on FACEBOOK 1. Promote Page 2. Run Ad 3. Boost Content 1 2 3
ADVERTISING 1 1. Promote Page Used to Increase Likes
ADVERTISING 2 2. Run Ad to Promote Event/Service Drive Traffic to Your Web Site
ADVERTISING 2
ADVERTISING 2
ADVERTISING 2
ADVERTISING 3 3. Boosting Content Used to Reach a Current or New Audience
STEP 5 ANALYZE ADJUST
INSIGHTS
INSIGHTS OUTCOMES Email Blast Video of Winners Instagram 3 Posts / 4,181 Likes Facebook 5 Posts / Reached 17,462 410 Post Clicks / 556 Likes Budget Spent $55 Facebook Ads Total Sales From Promo $10,121
FINAL TIPS
FINAL TIPS MANAGEMENT + Utilize your front-office staff to manage your social media. If not, contact the closest high school or college/university to and hire an intern at a lower hourly rate. RESPONSE TIMES + Reply to comments promptly and retag (@PersonsName) in your comments. SHORTEN YOUR URLS + Direct traffic back to your website as much as possible. When URLs are long use Bitly.com EXAMPLE: Before: http://plumpracticewear.com/ collections/new-plums/ PRIVACY/LEGALITY + Have a release form developed as part of the registration process. + Avoid using first and last names in a post if the gymnasts are under 18. + Ask before reposting photos of children. (Direct Messaging) PHOTOGRAPHY: STOCK VS. CUSTOM + Quality images can be purchased with unlimited usage rights via istock.com for reasonable prices. Do not swipe images and use them without paying for usage rights. + If photo is supplied by a parent/outside resource, give them credit. After: http://bit.ly/1lwjfma
RECAP 1. ESTABLISH AN ACCOUNT 2. SET YOUR STRATEGY 3. DEVELOP CONTENT 4. ENGAGE YOUR CUSTOMER 5. ANALYZE ADJUST LEARN MORE & HAVE FUN! facebook.com/business https://business.instagram.com
QUESTIONS
THANK YOU CONNECT WITH US Debra Rizzi Rizco Partner/President Debra@RizcoDesign.com RizcoDesign @RizcoDesign