SOCIAL MEDIA 101: HOW TO REACH YOUR TARGET AUDIENCE Sara Dunn - PowerPoint PPT Presentation

SOCIAL MEDIA 101: HOW TO REACH YOUR TARGET AUDIENCE Sara Dunn 11Web.com sara@11web.com 269-425-1145 These slides and resources available at 11web.com/rsaseminar

2 Agenda Learn about you Let’s talk targets Choosing the right platform • Facebook • Twitter • LinkedIn • Instagram • Snapchat (!?) Content that works • Timing • Content

3 Y ou

4 Let’s Talk Targets • Who do you sell to? • Describe your potential customers • Choose 1-2 targets

5 Choosing the right platform • Good news. You don’t need to be active on all of them.

6 CHOOSING THE RIGHT PLATFORM Should your organization focus on Facebook, Twitter, LinkedIn, Instagram, Snapchat…?

7 Facebook • This is the site to use to reach people over 45. • More than half (56%) of internet users ages 65 and older use Facebook. • Highly engaged: 70% of users say they use Facebook daily • Especially if your target is: Over 30 consumer

8 T witter • Particularly popular among those under 50 and the college-educated. • Number of male users has increased a good deal more than the number of female users • Great place for PR and community: Connect with journalists, news sources, non-profits, businesses • If your target is: An educated male customer under 50.

9 LinkedIn • 50% of internet users with college educations use LinkedIn • The only platform where those ages 30-64 are more likely to be users than those ages 18-29. • 44% of internet users who make more than $75,000 per year are on LinkedIn. More than any other platform other than Facebook. • If your target is: College educated, especially B2B targets

10 Instagram • Skews young: 53% of internet users ages 18-29 use Instagram. • Growing fast with women 30-45. • If your target is: Young adults from 18-29 or women ages 30-45 (especially if sell a physical product or visual experience)

11 Snapchat • On any given day, Snapchat reaches 41% of all 18 to 34 year-olds in the United States. • If your target is: Under 25 years old

12 CONTENT THAT WORKS Timing and Post Content Explained

13 Timing • Think about when your target customer is on their favorite platform • Facebook : all day long, but especially in the morning, during lunch, late afternoon, late evening. Also on weekends! • LinkedIn : during working hours. 7:30-8:30am, noon, 4:00-6:00. • Instagram : on mobile all day.

14 Content that works • Visual content! Images, video • On Twitter, Facebook, and LinkedIn, the best posts use brief but compelling language • On Instagram, captions can be slightly longer. • 30% promotional, 70% helpful • Twitter, Facebook, LinkedIn: Share links to great articles

15 Stretch goal: Try live video • New product launch • Events: Company picnic, conference, race ( Tough Mudder streams live from their races), classes (Fit in 30 streams their Ripped studio class), welcome message at your Fundraiser, pep rally • Introduce a new employee • Share quick tips and offer Q&A • Host interviews

16 QUESTIONS? Time to ask them! (or email sara@11web.com) *These slides and resources available at 11web.com/rsaseminar