SOCIAL MEDIA: THE INS, OUTS AND HOW-TO'S TO POSITION YOUR
ORGANIZATION IABC South Carolina Professional Development Workshop
/ June 5, 2012
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Inbound v. Outbound Marketing Full infographic:
http://www.pamorama.net/2012/03/31/inbound-marketing-vs-outbound-marketing-infographic/
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Inbound v. Outbound Marketing 200 million Americans have
registered their phone numbers on the "Do Not Call" list 86% of
people skip TV advertisements 44% of direct mail is never
opened
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Inbound v. Outbound Marketing Inbound Marketing Benefits Costs
62% less per lead than traditional outbound marketing Generate more
revenue
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Inbound Marketing/Social Media Tools
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Blogging: Just Do It Advantages Increases SEO Keep target
audiences informed/latest information Allows for interaction and
two-way conversations Comments, blog roll Platforms Wordpress,
Blogger, Tumblr Small businesses that blog get 55% more website
visitors.
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Blogging: Who to Watch Best Western: You Must Be Trippin'
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Blogging: Who to Watch HomeGoods: OpenHouse
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Blogging: Who to Watch Feeding America Blog
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Micro-blogging: AKA Twitter
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Twitter: What It Looks Like
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Twitter Terms Tweet 140 characters max! Re-tweet
Friend/follower Following Hashtag (#) i.e. #smallbiz #IABCSC
#socialmedia @ - for mentioning or replying
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Twitter: Getting Started Picking a username Maximum of 15
characters Adding a photo and bio 10x more likely to be followed
after adding a photo 8x more likely to be followed after adding a
bio Finding folks to follow Be followed
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Twitter: Best Practices Choose a unique, spam-free handle
Optimize SEO with links Use keywords in bio Create your own
keywords Use no more than 3 hashtags per tweet Reply when
appropriate Using @ vs.@
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Twitter: Who's Doing It Best? Kodak @KodakCB Southwest Airlines
@SouthwestAir Zappos @Zappos Home Depot @HomeDepot American
RedCross @RedCross
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Facebook
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Facebook: What It Looks Like
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Facebook Terms News feed Status Like Comment Friend/friend
request Timeline
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Facebook: Getting Started
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Facebook: Best Practices Optimize cover photo and profile
picture Organize apps Use the "Highlight" feature Add milestones
Publish and highlight visual content
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Facebook: Who's Doing It Best? Using the Highlight feature;
pinning to the top Starbucks Identifying milestones Livestrong
Cover photo Fanta Red Bull Susan G. Komen for the cure
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LinkedIn
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LinkedIn: What It Looks Like
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LinkedIn Lexicon Connections Invitations (to connect) Groups
Company profiles
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LinkedIn: Getting Started & Best Practices Personal pages
Complete profile (100%) Customize your URL Add custom websites Use
keywords in your headline Link to your Twitter account Make your
profile visible Join groups Company pages Find your page and verify
information Assign admins Post status updates Add a link to your
blog Start a group
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New Trends
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Pinterest
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Pinterest: What It Looks Like
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Pinterest Phrases Pin Pinner Pinboard Repin
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Pinterest: Best Practices Avoid self-promotion Post interesting
visual content Engage with others like or comment on pins Use
hashtags (#)
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Pinterest: Who's Doing It Best Mashable Infographics Chobani
yogurt General Electric (GE) Badass Machines #GEInspiredMe
campaign
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YouTube
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YouTube: Best Practices Diversify content Games, not
contests
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YouTube: Whos Doing It Best Nike GoPro Helmet camera POV videos
University of Phoenix Online Student testimonials Home Depot How-to
videos
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QR Codes
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Social Media Management Tools TweetDeck Manages Twitter,
Facebook, MySpace, LinkedIn, Foursquare and Google Buzz Best for
managing 4-5 accounts Hootsuite Supports Twitter, LinkedIn,
Foursquare, MySpace and WordPress Better stats available for $
CoTweet Assigns responsibilities for follow-ups/replies Supports
Twitter and Facebook
