2. 2 Social Media Search Engine Op4miza4on Topics
3. 3 Why Use it? Social Media Plan We’ll cover • Facebook • TwiFer • LinkedIn • Pinterest • Blogs • YouTube Social Media
4. 4 Why use it?
5. 5 It’s the new SEO Social Media Op4miza4on (SMO) is the new SEO, or rather two halves of a whole. SMO is the distribu4on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op4mized to rise to the top of any related search query, where and when it is performed. We will cover op4miza4on – page 4tles, descrip4ons and tags. SEO + SMO = Ampliﬁed ﬁndability in the tradi4onal and social web.
6. 6 It’s Huge Facebook: 1.11 billion ac4ve users TwiFer: 500 million ac4ve users LinkedIn: 200 million users Pinterest: 48.7 million users YouTube: 7.5 million monthly users Instagram: 100 million users, 4 billion photos Blogs: 346,000,000 people read blogs every day
7. 7 It’s Eﬀec4ve
8. 8 It’s Growing Social media adop4on among U.S. small businesses doubled in the past year from 12% to 24% 61% of small business owners use social media to iden4fy and aFract new customers. 75% surveyed have a company page on a social networking site. 45% expect social media to be proﬁtable in the next 12 months. According to survey conducted by University of Marylands Smith School of Business with Network Solu>ons
9. 9 It’s Real-‐Time Reveal the human side of a company, give it personality Provide useful informa4on that people won’t get elsewhere (or at least not as quickly) Respond to comments, complaints, requests real-‐4me Have a plagorm for announcing news, promo4ons, events Generate new business leads
10. 10 Gehng Started -‐ Social Media Plan Deﬁne the goals for social media increasing sales, brand awareness / engagement or simply more people who “like” or “follow” your business Create your plan – align with marke4ng calendar Iden4fy the most important keywords for your business. Use these consistently in all posts, tweets, updates. Set-‐up your proﬁles and pages and start pos4ng Ensure you have a consistent design/branding across all plagorms Measure and adjust – traﬃc, comments, leads, etc.
11. 11 Social Media Plan Listen to what’s already out there: Set-‐up Google Alerts for all your keywords, your compe4tors, your own company name, your personal name, etc. Use Social Men4on to search social media for men4ons of your organiza4on / compe44on Use Google Search and Google Blog Search to ﬁnd bloggers and other content creators in your space Use Muck Rack to ﬁnd journalists
12. 12 Social Media Plan Create your Content Calendar For Pos4ng Deﬁne 5-‐6 content categories Set-‐up a 3-‐month calendar Add your key oﬄine events and any milestones, holidays, etc., Align with your marke4ng calendar Content should be a mix of original content/images, news updates and curated content/images
14. 14 Social Media Plan Set-‐up your proﬁles and pages and start pos4ng Ensure you have a consistent design/branding across all plagorms Set-‐up Google Analy4cs to monitor web traﬃc Measure and adjust – traﬃc, comments, leads, etc. Set-‐up and use a dashboard (Hootsuite, etc.) to manage your social media updates
15. 15 Why Use Facebook Increase visibility Connect with customers Increase engagement Promote your brand Create a community Promote and manage events Give back to loyal customers through special oﬀers and discounts
16. 16 Engage and grow your following Write interes4ng and relevant posts will encourage followers to engage with your posts Liking, commen4ng and sharing are important Facebook uses the level of engagement to determine how many people see your posts Reveal the human side of a company, give it personality Provide useful informa4on that people won’t get elsewhere (or at least not as quickly) Respond to comments, complaints, requests real-‐4me Have a plagorm for announcing news, promo4ons, events
18. 18 Engage and grow your following Hold contests/sweepstakes/giveaways/refer-‐a-‐friend Upload and invite your email list Invite your friends Run Facebook Ads
19. 19 Engage and grow your following Build community and it will grow organically Join relevant Facebook groups Contact the group owners and ask if they’ll cross promote Post on other relevant, related FB pages
20. 20 Facebook -‐ Gehng Started http://www.facebook.com/pages/create.php
21. 21 Facebook -‐ Gehng Started
27. 27 TwiFer Microblogging site that enables users to send and read other users’ updates (known as tweets) Text based posts 160 characters total 20 for username, 140 for message text Updates appear on the user’s proﬁle page and are delivered to other users who have signed up to receive them (followers)
28. 28 TwiFer An informa4onal tool – provides informa4on to others A conversa4onal tool – respond to other people’s tweets and engage in dialogue Great way to network and communicate with new and old contacts You choose the message, not the recipient
29. 29 TwiFer -‐ Deﬁni4ons Tweet -‐ When you hit send on your 140 characters on twiFer it’s called a tweet or twee4ng Handle – your TwiFer name @GibbonsDigital – balance short with descrip4ve. Follow – this is simply the act of adding someone to your list of people you are following – this makes their tweets show up on your homepage. Replies – this is what it is called when someone writes a tweet directly at your handle -‐ @GibbonsDigital cool post today blah blah – this is oren an invite to engage with a follower. Retweet – this is a tac4c of republishing someone else’s tweet – the original tweet along with author stays in tact, but you are basically showing someone’s tweet to your followers – many people ﬁnd this a great way to add content and acknowledge good stuﬀ from the folks they follow DM – this is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages and generally a good choice when you start going back and forth with someone on something your en4re base of followers might not ﬁnd interes4ng. Hashtag – this is a way people categorize tweets so that others might use the same tag and eﬀec4vely create a way for people to view related tweets – it will something like #marke4ng – more on this in search.
30. 30 Anatomy of a Tweet
31. 31 TwiFer -‐ Gehng Started www.twiFer.com Set-‐up proﬁle Add branding (logo, custom page) Search for relevant people, follow them Start twee4ng Tweet 7 – 10 4mes per day for maximum visibility Retweet, tweet about products, tweet relevant news ar4cles
32. 32 Engage and grow your following Listen! Set up simple searches that allow you to hear men4ons of your company TwiFer is a real-‐4me opportunity to listen in on the conversa4ons of 200 million users Serve as a resource Provide informa4on that helps your target audience in a quick, easy-‐to-‐use format
33. 33 Engage and grow your following Use your own style when engaging with others Provide guidelines for anyone twee4ng on behalf of the company but don’t underes4mate the value of having a “real person” online. Share the human side of your company and stories about the people doing the twee4ng for the business Seek opportuni4es to provide photos from events in the community where you or your employees are doing charitable work or even crea4ve promo4onal eﬀorts that are fun or engaging
34. 34 Ask relevant ques4ons on TwiFer and consumers are happy to share opinions People like being asked to provide input on topics of interest Thinking of oﬀering a new product or service? Ask for input beforehand Take advantage of the online community to gain feedback and generate new ideas that will result connect with the audience served by your business. Engage and grow your following
35. 35 Engage and grow your following Follow people – they might follow you back Add TwiFer link to your website homepage Include TwiFer icon on ALL materials that reach your target market
40. 40 LinkedIn The world’s largest professional network with over 175 million registered members and growing rapidly. Connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportuni4es with a broader network of professionals. hFp://www.youtube.com/watch?v=ZVlUwwgOfKw
42. 42 42
44. 44 Engaging on LinkedIn – Status Updates Share links to interes4ng ar4cles, websites or video you have found that some individuals in your network might appreciate. Try to use words that grab the readers and encourage them to click the link. Pose a ques4on that could lead to solving a problem you have, like: "Anyone know about…?" Conduct an informal poll rela4ng to a topic that is of interest to you, such as: "What interest rates are you seeing for lines of credit in the current environment?" 44
45. 45 Engaging on LinkedIn – Status Updates Men4on a person or a situa4on that might be helpful to some of your connec4ons, like: "I just met with John Jones from ABC Company and found out ….” Talk about an event you are aFending or have aFended to encourage involvement and/or ques4ons about what you learned there. Use the "Like" feature when you see a helpful update from one of your connec4ons. Doing this shares that update with your en4re network. This is a great way to give the writer of the helpful update exposure to your network that he/she wouldnt normally have. 45
47. 47 Groups Quickly discover the most popular discussions in your professional groups. Have an ac4ve part in determining the top discussions by liking and commen4ng. Follow the most inﬂuen4al people in your groups by checking the Top Inﬂuencers board or clicking their proﬁle image to see all their group ac4vity. See both member-‐generated discussions and news in one sehng. Easily browse previews of the last three comments in a discussion. Find interes4ng discussions by seeing who liked a discussion and how many people commented. 47
48. 48 Groups Click on Groups Directory, search for your industry or a career keyword, and ﬁnd a group that ﬁts your interest. Once you’ve been accepted to the group you can share relevant content by star4ng a discussion or pos4ng a link in the share box. Sharing consistently is a good way to quickly iden4fy yourself as an expert in your ﬁeld or industry. Click on your photo to see your updates as well as what’s changed in the discussions you’ve started, joined or followed. Good way to keep track of discussions most important to you and your career. Arer sharing, check out the newest discussions in the slide show below, and cast your vote by liking or commen4ng. Under each discussion you’ll see the last 3 members who have commented, click on the headline to see all comments.
49. 49 Company Pages Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuni4es, and job openings. Also perfect place to start conversa4on with your customers, prospec4ve clients, job seekers, post company updates. Post industry ar4cles and fun facts. These updates appear on your company page and also the pages of your followers. Have followers Like your post so it goes viral. Analy4cs pages to see ac4vity on the page. 49
51. 51 51
52. 52 What is it? Pinterest is a “virtual pinboard” that lets people share anything and any topic on the web that they ﬁnd interes4ng and beau4ful – e.g., pictures, quotes, recipes, etc. Conceptually similar to social bookmarking sites. Content is organized in “Boards” and organized in categories. Each piece of content is called a “Pin”
53. 53 53 Examples of Pins
54. 54 Pinterest is one of the largest social media networks on the web. The network saw +4377% growth between May 2011 and May 2012.
55. 55 55 55Mashable, 2012
56. 56 Engaging on Pinterest Build your brand out, share interes4ng and relevant content, create engagement Add products with prices to drive awareness Service businesses can create pos4ngs with infographics that contains useful informa4on or a graphic with a quote Post videos (hosted on YouTube) Add links to your pins’ descrip4ons giving your business the beneﬁt of your links carrying over with your pins when users re-‐pin them 56
57. 57 Engaging with Pinterest Run compe44ons where the winner is the user who pins the best pictures or has the Pinterest board with the best collec4on of pins. Run oﬀers -‐ Pin images of oﬀers, giveaways, discounts from your website and detail your oﬀer in the descrip4on, or you can create images exclusively for Pinterest where everything about the oﬀer is wriFen on the image.
58. 58 Engaging with Pinterest So make sure you add at one or more shareable image to every page of your website so your readers get to choose their favorite image to pin. Find the most shared images on Pinterest and get to know who’s sharing them. You need to do this regularly to improve your own Pinterest marke4ng strategy.
59. 59 Engaging with Pinterest Run compe44ons where the winner is the user who pins the best pictures or has the Pinterest board with the best collec4on of pins. Run oﬀers -‐ Pin images of oﬀers, giveaways, discounts from your website and detail your oﬀer in the descrip4on, or you can create images exclusively for Pinterest where everything about the oﬀer is wriFen on the image.
60. 60 60 Gehng Started 60
61. 61 61 Add Pinterest Icon to your website 61hFp://pinterest.com/about/goodies/
62. 62 62
63. 63 Strategies for Pinning Build your brand out, share interes4ng and relevant content, create engagement Add products with prices to drive awareness Service businesses can create pos4ngs with infographics that contains useful informa4on or a graphic with a quote Post videos (hosted on YouTube) Add links to your pins’ descrip4ons giving your business the beneﬁt of your links carrying over with your pins when users re-‐pin them 63
64. 64 64
65. 65 65 hFp://woobox.com/pinterest 65
66. 66 ‹#› 66
67. 67 Blogs Blog = ‘web log’ An online diary or journal Anybody can be a content generator and an expert in their ﬁeld Can be setup within minutes online using WordPress
68. 68 Blog Content Answer industry ques4ons Comment on industry news Provide how-‐to based content Encourage readers to comment Post consistently – 3 to 5 4mes per week
69. 69 Engaging Customers with a Blog Answer industry ques4ons Comment on industry news Provide how-‐to based content Encourage readers to comment Post consistently – 3 to 5 4mes per week
70. 70 Engage and grow with a Blog Pose Engaging Ques4ons -‐ At the end of a post, pose a brain-‐s4mula4ng ques4on. Get readers to oﬀer 4ps -‐ It could be a problem that you’re facing, or something your customer is facing. Make it a contest; publicly credit the reader with the best 4ps on your blog so that everyone can see. Start With An Engaging Opener – Your opening should engage the reader from the word go, something that’ll ignite their curiosity, mo4vate their thought process and get them engaged. Make your opener funny, insighgul, wiFy and outrageous if need be.
71. 71 Engage and grow with a Blog Make The Content Graphically Vivid -‐ Paint a picture with your words, and draw people into the scene you’re pain4ng. Write in your speaking voice, as though you’re chahng with friends. Provide A Conclusion – sum up the essence of your ar4cle in a short conclusion. Your conclusion should ideally 4e up your points together and provide a short glimpse of what the ar4cle is all about.
72. 72 Blogs – Gehng Started Install WordPress Design – use Theme or designer for custom look Conﬁgure content categories Develop library of content Post on a scheduled basis – 3 to 5 4mes per week
73. 73 73
78. 78 YouTube YouTube is a video sharing website on which users can upload and share videos
79. 79 Engaging with YouTube Powerful, on-‐demand communica4on channel Market your business to millions of people at virtually no cost Build more personal rela4onships with your current client base Inform, Educate, Entertain Good content, plan ahead, don’t blatantly market, keep it short Curate exis4ng videos if you don’t have your own
80. 80 Engaging with YouTube Setup a branded channel using your colors and logo Allows users to subscribe to your content and the op4on to search just your uploaded content Engage With the YouTube Community Check out other videos, favorite appropriate videos and make suitable YouTube “friends.” Use tags and categories to iden4fy your videos Promote your videos elsewhere (blog, FB, etc.) Run contests, giveaways, have calls to ac4on Keep your channel current
81. 81 YouTube -‐ Gehng Started www.youtube.com Set-‐up account, link to Google account Customize your channel (logo, colors, etc.) Post your own videos – short, 1-‐2 minutes only Subscribe to other channels Share videos