Social Media Boot Camp:
Facebook, Twitter, Pinterest, and Video
Amy NeumannDirector SEO/SEM/SMONortheast Ohio Media Groupaneumann@cleveland.comOctober 25, 2013
Social Media Boot CampWhat is the current social media landscape?Why does social media matter for businesses?Who, what, when, where, why and how:
FacebookTwitterPinterestYouTubeOther Sites and Resources
What is the Current Social Media Landscape?
Social MediaSocial media = people.
Being where people are, when they are, how they prefer, with the information they want. On a phone...a computer...a tablet...at work, at home, anywhere.
Humans tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow. How does your strategy fit into the humanness of marketing?
[Make People Feel Like They Do Watching This.] https://www.youtube.com/watch?v=RP4abiHdQpc
Highlights -201 3 Social Media UsersFacebook: 1.15 BILLION (750 mm mobile)YouTube: 1 Billion+Twitter: 550 million +Google Plus: 500 million +LinkedIn: 238 million +Rising *Visual* Stars: Instagram ( 150 mm;
owned by Facebook), Pinterest (70 mm)5.98 BILLION mobile devices globally
Visibility at All Times We Share This
We talk about what we like (or dont like)
Social Media Landscape Right NowSocial media is the new Word of MouthThings are discovered, reviewed, shared and recommended in real timeCredibility is developed by being visible as an expertFamiliarity and trust are created through ongoing interaction, in many places, many waysCustomer service is greatly enhanced by the ability to immediately interact and connectBrands are expected to be on social media, and to present unique, exclusive content
People You and Your Company What do they see?
Is your expertise showing? Social Media helps make sure it is.
Social Media Increases SerendipityIf you want more luck, take more chances. Be more active. Show up more often. ~ Brian Tracy (good summary of Social Media)
Conversational and Other-FocusedRemember the social piece the more interactive, the more results
Try to keep the conversation 80-90% about THEM and only 10-20% about your company
Sharing content that is helpful and useful to people who might buy your product will drive connections
10 Questions to Ask: Social Media StrategyWhats our main goal behind social media?Who should set up, maintain our social media?Should we be on all the big social media platforms?Which social media is best for my type of business? (B2B? B2C?)How often should we do updates?What type of content should we post on each network?Should we use social media for customer service?How can we convert social media followers into customers?How can we measure effectiveness/success?What are the biggest mistakes to avoid?
Adapted from http://www.entrepreneur.com/article/228324
Its Art + Science
Facebook: Its Personal, and Its BusinessEntertainment focusPhotos increase engagement by 84%Appeal broadly to human interests Contests and promotions do well*Updates do not need to be about your companyShow your personality
*Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are good options for running contests FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php
Skittles: Uses FB to connect with consumers in a goofy/quirky waybuild customer relationships by appearing non-corporate, meeting customers on a fun level. https://www.facebook.com/skittles
Who Uses Facebook? (% of all online)
*NEOMG Facebook post examples
NEOMG Facebook post examples*
A Bit about Twitter(Twitter also owns Vine)https://business.twitter.com/success-stories
Twitter: @Claires Definition of Tweet
Who Uses Twitter? (% of all online)
Its Easy to Starthttp://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
Twitter: Proactively Find Clients[ https://twitter.com/search-advanced]
Pinterest Pinterest is a tool for collecting and organizing and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/
Pinterest just added paid advertising! http://mashable.com/2013/10/09/pinterest-promoted-pins-live/*
YouTube (Owned by Google): Get Product Demos, Testimonials, Tutorials, and Usage Ideas in Front of Buyershttp://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/
Blendtec A champion in video marketing with a great YouTube channel where they house all their "will it blend" videos and ask for requests for more things to blend. http://www.youtube.com/user/Blendtec
LinkedIn: Brilliant for NetworkingFind buyers at target companiesBe discoverable
Keep your profile updated:
Professional photoCurrent title and companySuccinct Summary including keywordsComplete history allows for faster networkingAdd causes and volunteer workJoin relevant Groups and interact
Instagram: Younger Demo, Owned by Facebook
Google PlusJump in now!500 million people have joinedMarketing is now focusing on G+ for 2013 and beyondIncreasingly important from a local, social signal, and (SEO) search perspective .G+ already affects SEO especially locally in a major wayClaim both your Google Plus and Google Plus Local (Google Places) Page to be Verified http://www.google.com/+/business/get-started.html
Might be good to note that your YouTube Channel and Google+ Page are connected (and your gmail account.they kind of force you to have google+!)*
Metrics and MeasuringUse a platform like Hootsuite (or Radian6, Vocus, Vitrue, Sysomos, ArgyleSocial, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened linksShorten URLs (web addresses) with a link shortener (Hootsuites is built it, or try bit.ly or similar) these track opens on links so you can determine which articles perform bestMonitor keywords like business name, products, and #hashtags in your industry
Recommended Resourceshttp://www.socialmediaexaminer.com http://socialmediatoday.com/http://mashable.comhttp://techcrunch.com http://www.reelseo.com/ http://www.socialbrite.org/sharing-center/tutorials/http://mashable.com/guidebook/twitter/http://help.linkedin.com/app/answers/detail/a_id/530http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htmhttp://support.google.com/plus/?hl=en https://business.twitter.com/success-stories https://www.facebook.com/business/successhttp://business.pinterest.com/success-stories/http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/ https://business.twitter.com/success-stories
http://www.socialmediaexaminer.com/ http://socialmediatoday.com/ http://www.reelseo.com/ are my favorites to keep up with social media news This is a great cheat sheet for social media photo sizing: http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/*
SummaryA majority of Americans now use Social MediaSM can proactively create a new stream of clients, and enhance customer service for existing clientsTop SM sites to grow and maintain a client base are:TwitterFacebook (B2C)LinkedIn (B2B)YouTubeGoogle PlusPinterestInstagram
Questions?This presentation can be downloaded at http://slideshare.net/amyneumann
Amy Neumann firstname.lastname@example.orgDirector SEO/SEM/SMO 216.999.5746Passionate fan of all things tech and media for 19+ years with companies like Yahoo! and AT&T. Currently delighted to be at Northeast Ohio Media Group (NEOMG) doing everything Search & SocialOften seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publicationsOriginally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011 Lets connect! Just Google me ;)
About Northeast Ohio Media GroupThe Northeast Ohio Media Group is a digitally-focused media company that launched in August 2013. We operate cleveland.com and the Sun News and are responsible for all multimedia ad sales and marketing for The Plain Dealer, Sun News and cleveland.com. We also provide content to The Plain Dealer, cleveland.com and the Sun News. Together we are the #1 source of news and information in Northeast Ohio, serving over 1.3 million readers in print and online.
We deliver your audience wherever they are!
About Advance Publications and Advance Digital *
Founded in 1922 and currently #52 on the Forbes list of Americas Largest Private Companies, Advance Publications is a communications company whose leading media properties include more than 25 local newspapers, websites, mobile sites and apps; Conde Nast publications, websites, mobile sites and apps; Parade Publications, Fairchild Publications and American City Business Journals.
In addition to reaching more than 18.9 million consumers every month, Advanced Digital is an authorized reseller and representative of Google, Yahoo! and Bing, and was recently recognized as the 2013 Microsoft Digital Marketing Partner of the Year.
*Pinterest just added paid advertising! http://mashable.com/2013/10/09/pinterest-promoted-pins-live/*
*Might be good to note that your YouTube Channel and Google+ Page are connected (and your gmail account.they kind of force you to have google+!)*http://www.socialmediaexaminer.com/ http://socialmediatoday.com/ http://www.reelseo.com/ are my favorites to keep up with social media news This is a great cheat sheet for social media photo sizing: http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/*