Social Media Marketing

Social Media Marketing

Your Hot Web Marketing Tool

Bob Miller Pittsburgh Native Background: SEO & Social Media Marketing E-mail: [email protected] Phone: 412-567-3934 What I do now:

◦ Social Media Marketing Consultant ◦ Local Google/Bing/Yahoo! Listings Consultant◦ Website Search Engine Optimization◦ Website/FB Page Creation & Enhancement

About the Instructor

Social Media sites can build a company's customer base, expand networking opportunities and increase traffic to its website. Don't miss out on the free marketing opportunities that social media websites like

Facebook.com LinkedIn.com Twitter.com Plaxo.com

Bonus Material (time permitting)

Course Description

We’ll only scratch the surface

More Research @ Home◦ Learn with Google / Bing / Yahoo!◦ Be careful of information found◦ Buy a book? (‘Dummies’ Books are great)

You need to have a plan of ACTION

Class Information

Casual Environment

Questions Encouraged (raise hand)

Scheduled break every 45-ish minutes

Take breaks as needed (no hand raising)

Relax, Have Fun, & Learn!

Class Structure

Your Name Your 30 second Elevator ‘Pitch’ Why you decided to take this class What you intend to do with the info:

◦ What Social Media will you use?◦ What will you market?◦ When will you start?

What About You?

Social media are media for social

interaction, using highly accessible and

scalable communication techniques. Social

media is the use of web-based and mobile

technologies to turn communication into

interactive dialogue - Wikipedia

Social Media – What is It?

Sometimes referred to as “Web 2.0”

Quite broad – many medias involved

Utilized for Socializing & Business

Powerful (see: Egypt, Libya, etc.)

Overtaking e-mail as form of

communication

Social Media - Introduction

Facebook.comTwitter.comLinkedIn.comYouTube.comPlaxo.comBlogsYelp.comAnd The List Goes On & On…

Social Media - Examples

Facebook.com

LinkedIn.com

Twitter.com

YouTube.com

Social Media Sites – ‘Biggies’

750+ Million Active Users (last 30 days) 50% of Active Users Login Each Day Average User Has 130 Friends Most Trafficked Website in 2010+ 50%+ users are beyond college age Fastest Growing Demographic: 35yrs.+ Segment Greatest % Growth: Female 55-60 1 Profile / Multiple Pages Personal | Friends & Pages | Fans http://www.facebook.com/help/

Facebook.com

http://www.facebook.com/help/

120+ Million Active Users Business Professionals Business Pages 1 Million New Users Every 12 Days Formal Process to ‘connect’ Control over profile 1 Profile per person Professional Endeavors Job Hunting http://press.linkedin.com/about

LinkedIn.com

http://press.linkedin.com/about

100+ Million Active Users Microblogging (140 characters) Primarily for Link Sharing Anyone Can ‘Follow’ You (2500 Limit) Third Party Picture Sharing Svcs (yfrog.com) Third Party Link Shortening Tools (bit.ly) Third Party Interfaces (Tweetdeck) http://business.twitter.com/

Twitter.com

http://business.twitter.com/

3 Billion Videos Viewed Per Day 48 minutes of Video Uploaded Each Minute 70% Of Traffic External To USA Great Way to Manipulate Google 200 Million Users Visit Each Day Make Videos: www.youtube.com/create Owned By Google Videos on *Everything* You *Need* To be Using YouTube!

YouTube.com

1) Start At The Top: Twitter and Facebook

◦ Social networking has become so popular and

profitable that the digital landscape is now littered with

upstart social networks promising to be the “next big

thing” in social media. But until they live up to such

hype, develop your presence where the masses

are: Twitter and Facebook. Concentrate your initial

efforts on established, trusted platforms that will still

exist by the time you get the hang of them.

7 Steps To Leverage Social Media

2) Give Social Media Equal Billing

◦ One of biggest social media mistakes a small business owner

can make is to separate the physical business from its digital

presence. In reality, social media should share equal billing

with your company. Do you have a logo? Be sure to revise it to

include the small print of your Twitter handle. Even a simple

Facebook icon would be adequate to inform customers of your

online presence. Once your social media footing is secure,

shout it from the rooftops and draw customers into your social

media circle.


3) Invite Customers to Participate

◦ “Businesses used to have a small suggestion box near the door

that mostly housed dust bunnies and an occasional piece of

gum,” said Charles Nelson, President of Sprinkles Cupcakes.

“Rarely would someone get back to you. But people can now

make a post from an iPhone or a BlackBerry while they’re sitting

in your restaurant.” While the overwhelming majority of social

media is used for direct marketing purposes, small business

owners who creatively invite patrons to share their experiences

and offer feedback via Twitter and Facebook gain real-time

customer insights the value of which cannot readily be measured.


4) Use Social Media for Research

◦ Not only are the likes of Twitter and Facebook remarkably

effective promotional vehicles, they serve as vastly underrated

research tools. Many of the world’s largest companies now

employ scores of individuals whose sole responsibility is to troll

the social media space to gather consumer information, read

customer feedback, and explore what the competition is doing

with social media. Any small business owner who uses social

media exclusively for promotion is missing a tremendous

opportunity to gain valuable consumer and marketing insight.


5) Develop Your “Tweet Cred”

◦ Urban slang defines “street cred” as commanding a level of

respect that results from substantial experience or knowledge. In

the world of social media, “tweet cred” is the amount of expertise

you convey via Twitter communications with customers and

members of your online community. For this reason, it’s important

that you don’t dedicate every Facebook post and tweet exclusively

to your business or the latest deal you’re offering. Instead,

frequently share useful information about your industry or the

community in which your business is located. As your credibility

grows, so too will the stature and recognition of your business.


6) Use It or Lose It

◦ Despite vast misconceptions to the contrary, social media does not

automate your marketing efforts. In fact, social media requires

substantial elbow grease to run properly. Simply having a Facebook

page or a Twitter account is of incredibly limited value. In the digital

age, that which isn’t fresh isn’t useful. To be effective, social media

must be used frequently, but not overbearingly. A small number of

thoughtful or pertinent tweets each day is more than sufficient for

the social media newbie. As your audience and the functions served

by your social media grow, so too will your level of engagement and

commitment to social networking.


7) Be Consistent as You Become Competent

◦ Let your use of social media represent a daily work in

progress. Both a commitment and a craft, contemporary

social media requires a consistent investment of time and

energy. Over time, as you cultivate your social media

presence with relevant and topical information, you’ll grow

exponentially more competent in social networking. Soon

after, your knowledge and level of comfort can be used to

advance your social media efforts and, ultimately, make

them more sophisticated.


Go Home, rest for a bit (not too long)

You DO NOT need to know everything

Activate Social Media Accounts / Services

Start Using Them (Ready, FIRE!, Aim)

Study What Others Are Doing

Let Your Customers Know About You!

Questions?

Time to get started!

Blog/Website Software – Wordpress (FREE)

Blog / Website Hosting ($)

Third Party Social Media Software (FREE)

◦ TweetDeck

◦ Seesmic

Third Party Social Media Services (FREE)

◦ URL Shortening: Bit.ly

◦ Image Storage/Sharing: Twitpic.com

Google is your BFF (FREE)

Bonus Material

Technology

Social Media Marketing