Social Media Marketing

Presented by: Gary Winchester

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Review• Introduction• What is Social Media Marketing?• What impact can it have on my business?• Social Networking Overview• Social Networking Resources Overview

Social Media Marketing

Key terms…

• To follow somebody is to subscribe to their messages

• A tweet is an individual message• A DM or direct message is a private message on

Twitter• RT or retweet is to repost a valuable message from

somebody else on Twitter and give them credit• Trending topics are the most-discussed terms on

Twitter at any given moment

…and some special lingo

• @username is a public message to or about an individual on Twitter

• A hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topic

• Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically

Step 1: Research

• If you want to spend time listening first, you don’t need an account to search at search.twitter.com • Try searching for your company and a few key topics in your field

• Listening can help you get a sense of how you want to engage on Twitter

Step 2: Profile

• Choose a username, can be changed at any point without effecting your tweets

• Complete your entire profile– Give a brief description of who your

company, use searchable keywords– Add a link to your website or blog

• Update settings• Use a custom background

Step 3:Search & Follow Relevant Accounts

Step 4: Post tweets

• People like tips, links to interesting stories and blogposts (they don’t have to be about your company), exclusive deals and a good sense of humor.

• People like the human touch and will appreciate posts with your thoughts and experiences more than you think

• They also like it when you say hi, respond to their questions, comments, praise, complaints and jokes

Best practices• Build relationships on Twitter

• Listen for comments about you• Respond to comments and queries• Ask questions• Post links to things people would find

interesting• Retweet messages you would like to share• Use a friendly, casual tone• Don’t spam people

Best practices• Leverage the real-time nature of Twitter

• Ask questions, float ideas, solicit feedback – and expect fast feedback most of the time

• If you’ve launched a product, new store or new campaign, search Twitter for comments

• Respond to customer service issues quickly• Engage in discussion on a tricky public

issue your company is dealing with

www.facebook.com

Key Definitions• Facebook Page: Pages are for organizations,

businesses, celebrities, and bands to broadcast great information to fans in an official, public manner.

• Administrator: A page administrator controls the content and settings of a Page.

• Applications: A set of Facebook or third-party developed applications that can be added to a profile or page to increase engagement and enhance content.

• News Feed: Top News aggregates the most interesting content that your friends are posting, while the Most Recent filter shows you all the actions your friends are making in real-time.

Key Definitions• Wall: The Wall is a central location for

recent information posted by you and about you. It’s where you keep your up-to-date content, and where Fans can contribute.

• Publisher: The Publisher lets you share content on Facebook and is located at the top of both your home page and on your profile.

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Tips & Best Practices1. Be Personal, Not Promotional

• People become fans because they want to connect to the true members.

• Use a first person vs. third person to show fans you are active on the page and encourage them to post feedback and comments.

Tips & Best Practices2. Create content worth sharing

• Sharing behind-the-scenes updates and content gives fans a feeling of exclusivity by being connected to their favorites on Facebook.

• Photos, Video and other content can go viral quickly as they attract more “like” and “comment” interactions, which then spread to friends of fans, attracting new fans.

Tips & Best Practices3. Join the Conversation

• Facebook is a culture of conversations - a great opportunity to get immediate feedback on new things.

• Ask fans a question in your status update, instead of only posting statements about your activities .

• Show you’re listening by making a comment among the other fan posts.

Grow Your Connections• Promote the Username for your page

everywhere• Add a Like Box to your website so

visitors can instantly connect to your Page without leaving your site.

• Run Facebook Ads targeted to fans of similar pages to convert them as fans.

Why use LinkedIn?• Manage information that’s publicly available about you as

professional • Find potential clients, service providers, and subject experts

who come recommended• Create and collaborate on projects, gather data, share files and

solve problems • Gain new insights from discussions with likeminded

professionals in private group settings • Discover inside connections that can help you close deals

Maximize Benefits• Get the most from your professional network by:

1. Re-connecting• Find past and present colleagues and classmates quickly.

2. Power your Career• Discover inside connections when you’re looking for a job

or new business opportunity

3. Get Answers• Your network is full of industry experts willing to share

advice. Have a question? Just ask.

Tips & Best Practices1. Find who you know.

• Start with your existing contacts by letting LinkedIn scan your email address book

2. Personalize your URL• Change your LinkedIn profile URL from the default

set of numbers to your name.

Tips & Best Practices3. Email marketing

• Include your LinkedIn URL in your email signature.

4. Add a picture to your profile5. Ask to connect

Tips & Best Practices6. The more you give, the more you get

• Fill out as much of your profile as you can. 7. Use keywords that people will likely be

using in their searches• Build up a list of those keywords and search

phrases and use them throughout your profile.

Tips & Best Practices8. Don’t hide

• All your search engine optimization will go to waste if you hide your profile.

9. Link to your profile• If you have a Web site or a blog or a Twitter

account or other social media profiles, link to your LinkedIn profile from them.

Why use YouTube• Upload recordings of presentations you’ve given, to demonstrate authority and

public speaking skills.• Create short videos of valuable tips of interest to your clients and prospects to

show off your expertise.• Conduct an interview with an expert.• Engage with the YouTube community by leaving comments and uploading video

responses to videos on topics related to your business or industry.• Post customer video testimonials to add to your credibility.• Put together a creative video explaining your product or service.

Types of Blogs• Tour Guide

• Gives a glimpse into the company.• The Recommender

• Commonly known as "link blogs"• The Maven

• Highlight an individual's expertise in a particular area

• The Customer Advocate• Engage directly with the customer

• The Do-er• Concentrates on a particular area of

expertise within a particular organization• The CEO Blog

• An organization's leader to connect and communicate directly with the market

Types of Blogs• The Tour Guide

– Takes readers on an inside tour of the company

– Does not give away inside trade secrets but gives the inside view

• Works best in production companies

• The Recommender– Links readers to other

sites containing certain information

– Acts as a central station for their readers

• Works best when establishing yourself as an industry expert

Types of Blogs• The Maven

– This allows an individual within an organization to show their expertise

– Makes the individual popular as well as the company

• Works best in select industries within small to large organizations

• The Customer Advocate– This engages with

customers– Encourages customers and

readers to leave comments on products or service

– Takes an experience and puts another face to it

• Works best in small business

Types of Blogs• The Do-er

– The worker bee connecting to other worker bees

– Allows readers to see into a company from the perspective of an employee

• Works best in large companies

• The CEO Blog– Allows the CEO to connect

to customers– CEO learns from employees

and customers what works and does not work

• Works best with service providers and large companies

What we do… • Coaching• Once we establish your accounts we will coach

you on the following:• Content to post, frequency of posting, up to date

best practices, build a custom strategies and create programs to increase sales.

• Pricing is based on per hour of coaching or built into a yearly plan.

• Consulting• Once we establish your accounts we will create and post the content for you.

We do all the work for you. All we require from you is a meeting once or twice a month to go over content, give reports and get feedback.

• Pricing is based on per hour, per social media account or yearly plan

Questions