1.Social Media ToolboxMay 31, 2012 ADDP Technology DayJulia Campbell, J Campbell SocialMarketingwww.jcsocialmarketing.comjulia@jcsocialmarketing.com

2. What is Social Media? Any online technology or practice that people use to share (content, opinions, insights, experiences, perspectives and media). REAL interactions in REAL time. 3. Is social media just a fad? Facebook had 845 million monthly active users at the end of December 2011 and 483 million daily active users on average. Twitter now has around half a billion registered profiles, with over 100 million in the USA alone. Collectively, Twitter users now send 175 million tweets every day. 4. Is social media just a fad? As of February 9, 2012, LinkedIn operates the worlds largest professional online network with more than 150 million members in over 200 countries and territories. In January 2012 Pinterest had 11.7 million unique U.S. visitors, making it the fastest site ever to break through the 10 million unique visitor mark. YouTube: 60 hours of video are uploaded every minute, or one hour of video is uploaded to YouTube every second. Over 4 billion videos are viewed on YouTube per day. Over 800 million unique users visit YouTube each month 5. 4 Things You Need To Know This is not a cure for your own ambivalence about marketing your business. Your Social Media Manager/Marketer cannot operate in a silo. If you do not have a website or your website is awful, social media will not be effective. You get out what you put in time, resources. 6. Approach social media like a cocktail party Mingle and chat. Laugh and listen toamazing stories. Dont be a wallflower. Do not be the guy withthe lampshade on hishead. Do not oversell orcome on too strong! Each party (network)has its own etiquetteand rules. 7. Facebook 101 The place where people go to connect/reconnect with friends and family. People come to Facebook to make personal connections and to have fun. Strategy Help customers feel more connected to your business; show them who you are as individuals; help them connect to each other. Share behind the scenes photos and videos, ask questions, share compelling statistics and success stories. Easy, light, fun. Include media with all posts links, photos, videos. 8. Facebook 101 9. Twitter 101 A space where people share the content that excites them, in short 140 character bursts. Micro-blogging The link reigns supreme! Strategy Dont get too personal; share the best content you can find; drive traffic to your website. Get people to ReTweet your content; follow key influencers and ask them to spread your message. ReTweet, Thank create good Twitter karma. Statistics, quotes, links. Be creative! 10. Twitter 101VOCABULARY:HashtagMentionDirect Message (DM)ReTweet 11. LinkedIn 101 A professional network where people go to build networks and connect to resources. Strategy Unlike Facebook, people actually want to talk about work and work issues on LinkedIn. Longer, wordier responses, more professional tone. Look for potential employees and customers, share professional networking events, join Groups and ask questions and start discussions. Thought leadership in your industry. 12. LinkedIn 101 13. Pinterest 101 Third largest social network, fastest growing. Very popular with women. The ability to create your own lifestyle magazine on the Internet via bulletin boards (pin boards). 11.7 million unique U.S. visitors in January 2012, making it the fastest site ever to break through the 10 million unique visitor mark. Strategy Compelling images! Great for retail, art, fashion, jewelry, architecture, travel visual mediums. 14. Pinterest 101 15. YouTube 101 Video-sharing website where users can upload, view and share videos. Strategy Create a branded channel, upload videos! Videos should be quick, simple, engaging and professional. 16. Google+ 101 17. Google+ 101 18. But what comes first? 19. Social Media Planning Create a social media plan. Using social media means long term commitment. You will not get results in one day. What is your capacity? Staff time, etc.? You get out what you put in (like everything else). 20. Social Media Planning What do you do? 140 characters, clear & concise, short & sweet. Set a goal. What has to happen so that you can say its working? Sales Brand awareness Brand reputation Customer loyalty Put a number on it. What gets measured gets done! Hard to measure brand reputation but try to quantify what you can. 21. Social Media Planning Who is your audience? Select the target group that is most likely to be persuaded by your message. Who are the people that have the most to gain by what you do? The general public is NOT a target market. Which market is most likely to engage in social media? What channels are they using? What are they doing there? 1-9-90 rule (1% of people participate actively, 9% comment and interact occasionally and 90% are lurkers) 22. Social Media Planning Do they know who you are? Where should you start? Start with Fans/Brand Advocates Recruit them to spread the word andbring others over to their way of thinking. Might initially be a small group. Turn what you do into a simple message. (Thinktagline.) Why do people buy from you? Why do people participate withyou? More than just the unique selling proposition should beemotional and meaningful 23. Social Media Planning Get set up Square avatar Compelling images purchase some, you will need them! Search Engine Optimization SEO SEO visibility key word research Google Trends - http://www.google.com/trends/ Google Key word Tool Type in any word, phrase or website name. Google gives alist of keyword ideas plus data showing how often words aresearched and their ad bid competition. 24. Social Media Planning Plan your content. Make a schedule/Content Calendar 3 blog posts per week One video Update your status every day Build time in for interaction answering comments and feedback 25. Ideas for generating content Industry blogs, Events, anniversanewsletters,ries, celebrationswebsites, birthdays Google Alerts & Email newsletterNew York Tie currentTimes alertsevents to yourcause/issue Competitors Read everything Success Stories and follow Inspirational everyone!quotes Figure out whats Reached a goalworking forothers and adapt Want input on it!an issue 26. Social Media Planning Writing style Dont use big words and jargon. Relax, act normally. People like personality. Put some passion into it. Be excited but dont hype. 27. Social Media Planning Promote your social media networks! If you build it, they will come. (Well, no) Use all communication channels, including: Add the social media buttons to the main page of yourwebsite (ideally visible on all pages, easy to find, makesure links work!) Email newsletter template (social media buttons) Brochures, Annual Report, any and all printed materials 28. Social Media Planning Promote your social media networks! If you build it, they will come. (Well, no) Use all communication channels, including: Add the social media buttons to the main page of yourwebsite (ideally visible on all pages, easy to find, makesure links work!) Email newsletter template(social media buttons) Brochures, Annual Report,any and all printed materials 29. Social Media Planning Your Welcome to our email newsletter! email(Add a sentence Connect with us on Facebook!) Your store front, cash register, lobby, waiting room,anywhere you have a captive audience Build your connections. Ask the staff, interns, customers to connect with and be sending people to the Facebook page, Twitter account and LinkedIn Company Page. 30. Julias Social Media Philosophy Social media is a TOOL it is not a silver bullet. In other words, you stillneed a good productor service to get peopleto care.) Integrate it with anoverall marketingcampaign, just as youwould other tools(direct mail, newsletter,website, ads, customerservice). 31. Julias Social Media PhilosophyNot all social media channelsare right for you.Pick and choose.Do a few well than manypoorly.QUALITY over QUANTITY one quality Facebook postper day (or every few days)is worth more than 100posts that are perceived asspammy. 32. To learn more: www.socialmediaexaminer.com www.hubspot.com www.johnhaydon.com www.jcsocialmarketing.com 33. Questions, comments, feedback? Email: julia@jcsocialmarketing.com Website: www.jcsocialmarketing.com Cell: 978-578-1328 Twitter: @skullsflying Facebook:www.facebook.com/jcsocialmarketing