OAN How To Use Social Media

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An intro to social media usage for small businesses.


  • How to Use Social Media Oregon Association of Nurseries

    January 12th, 2011

    Presented by:

    Anna Hutson

    Formic Media, Inc.

    www.formicmedia.com| anna@formicmedia.com

  • Formic Background

    Launched in 2008 to service small business & partners

    Incubated by Anvil Media, enterprise SEM agency

    Provide SEM, social & website development services

    7 employees

    35+ clients

    Strategic partnerships (Microsoft RTG program)

    Focus on education (monthly Seminar Series)

  • Formic Clients

  • Agenda

    Social Media Benefits How To Use Social MediaMeet the Properties Facebook Twitter LinkedIn YouTube Flickr

    Creating Efficiencies Tracking Your Efforts

  • Benefits of Social Media

  • Benefits of Social Media Marketing

    Gain industry and constituent insights Provide affordable customer service Create or extend brand awareness Build community & thought leadership Generate measurable top line revenue

  • Benefits of Social Media Marketing

  • Benefits of Social Media Marketing

  • Social Media Marketing Growth

  • How To Use Social Media

  • Social Media: Categories




    Media Sharing


    Expert Communities




  • Know Your Goals

    What are you after? Sales/leads

    Branding awareness

    Customer service


    Thought leadership

  • Set Expectations

    Avoid wasting time & resources Identify key people within organization who will

    be in charge.

    Take ownership of your social media presence AND success Observe & listen to how brand is perceived

    Capture new opportunities

  • Give Your Customers What They Want

    Timely news updates

    Deals & Coupons

    Special contests & promotions

    Demos, tutorials & how-tos

    Testimonials & case studies

    Expert content

  • Promotional Strategies

    Include in collateral Business cards

    In-store/office signage

    Advertising (print, broadcast, outdoor)

    Incorporate links online Website/blog

    Other social media profiles

    Email newsletters

    Email signature file

  • How to Use Social Media

  • How to Respond Using Social Media

  • Meet the Properties

  • Facebook

    Sign-up for a Fan Page

    Fill out business Information tab

    Add other social media profiles

    Use keywords

    Include products, services, etc.

    Find & claim Place Page

    These will eventually merge

  • Twitter

    Sign-up for Twitter Profile

    Make profile public

    Claim a branded username

    Fill out business Information section

    Add other social media profiles

    Use keywords

    Create a custom, branded background

    Find influencers


  • LinkedIn

    Sign-up for LinkedIn Personal Profile

    Create a Company Page

    Link personal profile to company page

    Fill out business Information sections

    Add Twitter profile

    Add blog

    Add services

    Use keywords

    Connect with industry professionals

  • YouTube & Flickr

    Create a YouTube Channel

    Add Facebook and Twitter icons at the beginning and end of each video

    Embed videos on your site

    Create custom YouTube background

    Create Flickr Account

    Use keywords in video/photo titles and descriptions to help searchability for SEO

    Add Facebook tab

  • Creating Efficiencies

  • 3rd Party Tools: HootSuite/TweetDeck

    Spread the Word Track & Analyze Collaborate with a TeamMonitor Mentions Schedule in Advance Customize Feeds, Networks, etc.

  • 3rd Party Tools: HootSuite/TweetDeck

    Multiple Profiles

    Twitter Search

    Navigational Menu

    Customized Feeds

    Type your 140 Tweet & Send

  • 3rd Party Tools: HootSuite/TweetDeck

  • 3rd Party Tools: HootSuite/TweetDeck

    Spread the Word Post your message to multiple profiles simultaneously!

    Set access permissions and

    send posts to multiple social

    networks in one click.

  • 3rd Party Tools: HootSuite/TweetDeck

    Track & Analyze View stats on re-tweets, clicks on links, popular posts, etc.

  • 3rd Party Tools: HootSuite/TweetDeck

    Track & Analyze Pull in Google Analytics data to monitor site traffic from social media campaigns & other mediums.

  • 3rd Party Tools: HootSuite/TweetDeck

    Collaborate with a Team Add team members to your account and assign tasks.

  • 3rd Party Tools: HootSuite/TweetDeck

    Monitor MentionsMonitor profile mentions, re-tweets & keywords.

  • 3rd Party Tools: HootSuite/TweetDeck

    Schedule in Advance Out of the office? Schedule tweets in advance to post to multiple profiles.

  • 3rd Party Tools: HootSuite/TweetDeck

    Customize Feeds, Networks, etc. Choose what streams to monitor & what profiles to post to.

  • Automation: Twitter & Facebook

    Automate Blog Posts on Twitter Add your RSS feed URL to have new posts automatically update on Twitter.

  • Automation: Twitter & Facebook

    Networked Blogs on Facebook Automate blog posts on Facebook. On Your Pages Wall

  • Tracking Your Efforts

  • Monitoring & Measurement


    Google Alerts

    HootSuite, TweetDeck, Twitalyzer, Bit.ly, Ow.ly

    Facebook Insights

    LinkedIn Analytics

    YouTube Insights

  • Tracking Your Efforts

    Track efforts using a combination of tools Google Analytics Referral traffic Utilize utm tracking strings

    HootSuite (or bit.ly) Clicks on links you have tweeted See most popular tweets

    Facebook Insights Fan interactions (likes, comments) Demographics



  • Tracking Your Efforts

    Choose the right key performance indicators (KPIs) Focus on engagement metrics first Revenue-related metrics should come second


    Conversion Rate


    Return on Investment


    Daily Active Users




  • Resources

    www.formicmedia.com www.formicmedia.wordpress.com www.tweetdeck.com www.hootsuite.com www.tweetstas.com www.twitalyzer.com www.google.com/alerts http://www.seomoz.org/ http://searchengineland.com/ http://www.searchenginejournal.com/

  • Questions & Answers


    Anna Hutson


    503-517-9059 x123| anna@formicmedia.com