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1	
  
2	
  
— Why	
  Use	
  it?	
  
— We’ll	
  cover	
  
•  Facebook	
  
•  Twi9er	
  
•  LinkedIn	
  
•  Pinterest	
  
•  Goo...
3	
  
Why use it?
4	
  
It’s	
  the	
  new	
  SEO	
  
— Social	
  Media	
  OpJmizaJon	
  (SMO)	
  is	
  the	
  new	
  SEO,	
  or	
  
rather...
5	
  
It’s	
  Huge	
  
— Facebook:	
  1.15	
  billion	
  acJve	
  users	
  	
  
— Twi9er:	
  500	
  million	
  acJve	
  ...
6	
  
It’s	
  EffecJve	
  
7	
  
It’s	
  Growing	
  	
  
—  According	
  to	
  the	
  Pew	
  Research	
  Center:	
  
—  U.S.	
  adults	
  who	
  us...
8	
  
It’s	
  Real-­‐Time	
  
—  Reveal	
  the	
  human	
  side	
  of	
  a	
  company,	
  give	
  it	
  personality	
  
—...
9	
  
Geing	
  Started	
  
—  Map	
  out	
  your	
  strategy	
  	
  
—  Define	
  your	
  business	
  goals	
  and	
  obj...
10	
  
Geing	
  Started	
  
—  Create	
  your	
  plan	
  –	
  align	
  with	
  off-­‐line	
  markeJng	
  calendar	
  
—  ...
11	
  
Social	
  Media	
  Plan	
  
—  Set-­‐up	
  Google	
  AnalyJcs	
  to	
  monitor	
  web	
  traffic	
  
—  Measure	
  ...
12	
  
Why	
  Use	
  Facebook	
  
—  Increase	
  visibility	
  
—  Connect	
  with	
  customers	
  	
  
—  Increase	
  ...
13	
  
14	
  
Engage	
  and	
  grow	
  your	
  following	
  
—  Like	
  complimentary	
  businesses,	
  clients,	
  prospecJve	
...
15	
  
16	
  
17	
  
18	
  
19	
  
20	
  
Twi9er	
  
—  Microblogging	
  site	
  that	
  enables	
  users	
  to	
  send	
  and	
  read	
  
other	
  users’	
...
21	
  
Twi9er	
  
—  An	
  informaJonal	
  tool	
  –	
  provides	
  informaJon	
  to	
  others	
  
—  A	
  conversaJonal...
22	
  
Twi9er	
  -­‐	
  DefiniJons	
  
—  Tweet	
  -­‐	
  When	
  you	
  hit	
  send	
  on	
  your	
  140	
  characters	
 ...
23	
  
Anatomy	
  of	
  a	
  Tweet	
  
24	
  
25	
  
26	
  
27	
  
LinkedIn	
  
—  The	
  world’s	
  largest	
  professional	
  network	
  with	
  over	
  175	
  
million	
  registe...
28	
  
28
29	
  
Engaging	
  on	
  LinkedIn	
  –	
  Status	
  Updates	
  
—  Share	
  links	
  to	
  interesJng	
  arJcles,	
  webs...
30	
  
Company	
  Pages	
  
—  Central	
  hub	
  where	
  millions	
  of	
  LinkedIn	
  members	
  can	
  go	
  to	
  
ke...
31	
  
32	
  
33	
  
34	
  
34
35	
  
36	
  
37	
  
38	
  
What	
  is	
  it?	
  
— Pinterest	
  is	
  a	
  “virtual	
  pinboard”	
  that	
  lets	
  people	
  
share	
  anyth...
39	
  39	
  
Examples	
  of	
  Pins	
  
40	
  
Pinterest	
  is	
  one	
  of	
  the	
  largest	
  social	
  media	
  networks	
  on	
  
the	
  web.	
  The	
  netwo...
41	
  41	
   Mashable, 2013
42	
  
Pinners	
  don’t	
  just	
  shop,	
  they	
  spend	
  
—  The	
  average	
  social	
  shopper	
  (that	
  is,	
  a...
43	
  
Engaging	
  on	
  Pinterest	
  
—  Build	
  your	
  brand	
  out,	
  share	
  interesJng	
  and	
  relevant	
  
co...
44	
  
Engaging	
  with	
  Pinterest	
  
—  So	
  make	
  sure	
  you	
  add	
  at	
  least	
  one	
  or	
  more	
  share...
45	
  
46	
  
47	
  
48	
  
48
49	
  
50	
  
51	
  
What	
  is	
  it?	
  
—  Google+	
  is	
  a	
  social	
  networking	
  that	
  is	
  owned	
  and	
  
operated	
  ...
52	
  
Why	
  use	
  it?	
  
—  No	
  one	
  loves	
  Google	
  more	
  than	
  Google.	
  And,	
  let’s	
  be	
  
honest...
53	
  
Engaging	
  with	
  Google+	
  
—  Share	
  lots	
  of	
  photos	
  
—  Think	
  about	
  your	
  business	
  –	
...
54	
  
55	
  
56	
  
57	
  
Blogs	
  
—  Blog	
  =	
  ‘web	
  log’	
  
—  An	
  online	
  diary	
  or	
  journal	
  
—  Anybody	
  can	
  be...
58	
  
Engaging	
  Customers	
  with	
  a	
  Blog	
  
—  Answer	
  industry	
  quesJons	
  
—  Comment	
  on	
  industry...
59	
  
60	
  
61	
  
62	
  
Thank	
  You!	
  
Slideshare.net/gibbonsdigital	
  
Bridget	
  Gibbons	
  
bridget@gibbonsdigital.com	
  
Gibbonsdi...
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Social Media Best Practices for Hudson Valley Bank 2014

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Social Media Best Practices for Hudson Valley Bank 2014

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Transcript of "Social Media Best Practices for Hudson Valley Bank 2014"

  1. 1. 1  
  2. 2. 2   — Why  Use  it?   — We’ll  cover   •  Facebook   •  Twi9er   •  LinkedIn   •  Pinterest   •  Google+   •  Blogs   Social  Media  
  3. 3. 3   Why use it?
  4. 4. 4   It’s  the  new  SEO   — Social  Media  OpJmizaJon  (SMO)  is  the  new  SEO,  or   rather  two  halves  of  a  whole.   — SMO  is  the  distribuJon  of  social  objects  (videos,  blog   posts,  tweets,  Facebook  updates)  so  that  they’re   opJmized  to  rise  to  the  top  of  any  related  search   query,  where  and  when  it  is  performed.     — Social  media  is  included  in  Google’s  algorithm  for   search  engine  results:  Facebook  and  Google+  key   — SEO  +  SMO  =  Amplified  findability  in  the  tradiJonal   and  social  web.    
  5. 5. 5   It’s  Huge   — Facebook:  1.15  billion  acJve  users     — Twi9er:  500  million  acJve  users   — LinkedIn:    238  million  users   — YouTube:  1  billion  users  (4  billion  views  per  day!)   — Pinterest:    70  million  users   — Google+:  300  million  monthly  users   — Blogs:  66  million  blogs,  346  million  people  readers   each  day  
  6. 6. 6   It’s  EffecJve  
  7. 7. 7   It’s  Growing     —  According  to  the  Pew  Research  Center:   —  U.S.  adults  who  use  social  media  sites  has  risen  from  8%  to   72%  since  2005.  That’s  an  800%  increase.       —  Six  out  of  ten  internet  users  ages  50-­‐64  are  social   networking  site  users,  as  are  43%  of  those  ages  65  and   older.   —  Roughly  81%  of  SMBs  are  using  social  media,  according  to   a  LinkedIn  study  released  Feb  2014,  and  of  those  that  use   social,  94%  do  so  for  markeJng  purposes.    
  8. 8. 8   It’s  Real-­‐Time   —  Reveal  the  human  side  of  a  company,  give  it  personality   —  Provide  useful  informaJon  that  people  won’t  get   elsewhere  (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐Jme   —  Have  a  plahorm  for  announcing  news,  promoJons,   events   —  Generate  new  business  leads  
  9. 9. 9   Geing  Started   —  Map  out  your  strategy     —  Define  your  business  goals  and  objecJves  for  social  media   —  Increase  sales,  brand  awareness,  engagement,  drive  traffic   to  your  website,  create  a  community  on  your  page   —  IdenJfy  your  compeJJon  and  what  disJnguishes  you   from  your  compeJJon   —  Define  target  audiences  and  key  messages     —  Define  categories/topics  for  social  media  updates  
  10. 10. 10   Geing  Started   —  Create  your  plan  –  align  with  off-­‐line  markeJng  calendar   —  IdenJfy  the  most  important  keywords  for  your  business.     Use  these  consistently  in  all  posts,  tweets,  updates.       —  Set-­‐up  your  profiles  and  pages  and  start  posJng   —  Ensure  you  have  a  consistent  design/branding  across  all   plahorms   —  Measure  and  adjust  –  traffic,  comments,  leads,  etc.  
  11. 11. 11   Social  Media  Plan   —  Set-­‐up  Google  AnalyJcs  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  
  12. 12. 12   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  
  13. 13. 13  
  14. 14. 14   Engage  and  grow  your  following   —  Like  complimentary  businesses,  clients,  prospecJve   clients     —  Hold  contests/sweepstakes/giveaways/refer-­‐a-­‐friend   —  Upload  and  invite  your  email  list   —  Invite  your  friends   —  Run  Facebook  Ads  
  15. 15. 15  
  16. 16. 16  
  17. 17. 17  
  18. 18. 18  
  19. 19. 19  
  20. 20. 20   Twi9er   —  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)  
  21. 21. 21   Twi9er   —  An  informaJonal  tool  –  provides  informaJon  to  others   —  A  conversaJonal  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  
  22. 22. 22   Twi9er  -­‐  DefiniJons   —  Tweet  -­‐  When  you  hit  send  on  your  140  characters  on  twi9er  it’s  called  a  tweet  or  tweeJng   —   Handle  –  your  Twi9er  name  @GibbonsDigital  –  balance  short  with  descripJve.       —  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  ooen  an  invite  to  engage  with  a  follower.     —  Retweet  –  this  is  a  tacJc  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  enJre  base  of   followers  might  not  find  interesJng.     —  Hashtag  –  this  is  a  way  people  categorize  tweets  so  that  others  might  use  the  same  tag  and   effecJvely  create  a  way  for  people  to  view  related  tweets  –  it  will  something  like  #markeJng  –   more  on  this  in  search.  
  23. 23. 23   Anatomy  of  a  Tweet  
  24. 24. 24  
  25. 25. 25  
  26. 26. 26  
  27. 27. 27   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  opportuniJes  with  a   broader  network  of  professionals.  
  28. 28. 28   28
  29. 29. 29   Engaging  on  LinkedIn  –  Status  Updates   —  Share  links  to  interesJng  arJcles,  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  quesJon  that  could  lead  to  solving  a  problem  you  have,   like:  "Anyone  know  about…?"     —  Conduct  an  informal  poll  relaJng  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?"   29
  30. 30. 30   Company  Pages   —  Central  hub  where  millions  of  LinkedIn  members  can  go  to   keep  in  the  loop  on  company  news,  products  and  services,   business  opportuniJes,  and  job  openings.   —  Also  perfect  place  to  start  conversaJon  with  your  customers,   prospecJve  clients,  job  seekers,  post  company  updates.   —  Post  industry  arJcles  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.   —  AnalyJcs  pages  to  see  acJvity  on  the  page.   30
  31. 31. 31  
  32. 32. 32  
  33. 33. 33  
  34. 34. 34   34
  35. 35. 35  
  36. 36. 36  
  37. 37. 37  
  38. 38. 38   What  is  it?   — Pinterest  is  a  “virtual  pinboard”  that  lets  people   share  anything  and  any  topic  on  the  web  that   they  find  interesJng  and  beauJful  –  e.g.,  pictures,   quotes,  recipes,  etc.     — Centered  around  the  social  discovery  of   objects  (as  opposed  to  friends  and  family)   — Content  is  organized  in  “Boards”  and  organized  in   categories.     — Each  piece  of  content  is  called  a  “Pin”  
  39. 39. 39  39   Examples  of  Pins  
  40. 40. 40   Pinterest  is  one  of  the  largest  social  media  networks  on   the  web.  The  network  saw  +4377%  growth  between  May   2011  and  May  2012.  
  41. 41. 41  41   Mashable, 2013
  42. 42. 42   Pinners  don’t  just  shop,  they  spend   —  The  average  social  shopper  (that  is,  a  shopper  who   discovers  an  item  on  the  plahorm  and  clicks  off  site  to   buy  it)  spends  an  average  of  $60  to  $80  when  coming   from  Facebook     —  The  average  social  shopper  spends  more  like  $140  to   $180  when  coming  from  Pinterest    
  43. 43. 43   Engaging  on  Pinterest   —  Build  your  brand  out,  share  interesJng  and  relevant   content,  create  engagement   —  Add  products  with  prices  to  drive  awareness     —  Service  businesses  can  create  posJngs  with  infographics   that  contains  useful  informaJon  or  a  graphic  with  a  quote   —  Post  videos  (hosted  on  YouTube)   —  Add  links  to  your  pins’  descripJons  giving  your  business   the  benefit  of  your  links  carrying  over  with  your  pins   when  users  re-­‐pin  them   43
  44. 44. 44   Engaging  with  Pinterest   —  So  make  sure  you  add  at  least  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  markeJng  strategy.  
  45. 45. 45  
  46. 46. 46  
  47. 47. 47  
  48. 48. 48   48
  49. 49. 49  
  50. 50. 50  
  51. 51. 51   What  is  it?   —  Google+  is  a  social  networking  that  is  owned  and   operated  by  Google  Inc.     —  Like  Facebook  –  personal  profiles  and  business  pages  
  52. 52. 52   Why  use  it?   —  No  one  loves  Google  more  than  Google.  And,  let’s  be   honest,  you  want  Google  to  love  your  business  and  the   content  you  produce  too.  If  that’s  not  reason  enough,  I   don’t  know  what  is.   —  Increase  your  visibility  and  reach  by  offering  great   content  on  Google  Plus  that  people  will  like  and  want  to   share   —  This  will  help  with  search  engine  opJmizaJon  (SEO)  
  53. 53. 53   Engaging  with  Google+   —  Share  lots  of  photos   —  Think  about  your  business  –  what  images,  charts,  slides  can   you  share  to  ignite  conversaJons   —  Share  fresh  content,  interact  with  fans,  etc.   —  Promote  your  Google+  page  on  your  blog  and  website   —  When  you  post  a  message,  photo  or  link,  ask  your   subscribes  to  share  the  content  with  their  Circles  
  54. 54. 54  
  55. 55. 55  
  56. 56. 56  
  57. 57. 57   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  
  58. 58. 58   Engaging  Customers  with  a  Blog   —  Answer  industry  quesJons   —  Comment  on  industry  news   —  Provide  how-­‐to  based  content   —  Encourage  readers  to  comment   —  Post  consistently  –  3  to  5  Jmes  per  week  
  59. 59. 59  
  60. 60. 60  
  61. 61. 61  
  62. 62. 62   Thank  You!   Slideshare.net/gibbonsdigital   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   x.com/gibbonsdigital  
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