Topics	      — Why	  Social	  Media	  Ma.ers	      — Planning	      — Op6mizing	      — Engaging	  and	  growing	     ...
Why	  Social	  Media	  Ma.ers	      —  Social	  Media	  Op6miza6on	  (SMO)	  is	  the	  new	  SEO,	  or	          rather	...
It’s	  Huge	      —  Facebook:	  1,000,000,000	  ac6ve	  users	           —  53%	  of	  US	  popula6on	  is	  on	  FB*	 ...
It’s	  Effec6ve	   5
It’s	  Growing	  	      —  Social	  media	  adop6on	  among	  U.S.	  small	  businesses	        doubled	  in	  the	  past...
Gebng	  Started	  -­‐	  Social	  Media	  Plan	      —  Define	  the	  business	  goals	  for	  social	  media	           —...
Social	  Media	  Plan	      —  Listen	  to	  what’s	  already	  out	  there:	           —  Set-­‐up	  Google	  Alerts	  ...
Social	  Media	  Plan	      —  Create	  your	  Content	  Calendar	  For	  Pos6ng	           —  Define	  5-­‐6	  content	 ...
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Social	  Media	  Planning	   —  Set-­‐up	  your	  profiles	  and	  pages	        —  Ensure	  you	  have	  a	  consistent	...
Why	  Use	  Facebook	   —  Increase	  visibility	   —  Connect	  with	  customers	  	   —  Increase	  engagement	   — ...
Engage	  and	  grow	  your	  following	   —  Write	  interes6ng	  and	  relevant	  posts	  will	  encourage	       follow...
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Engage	  and	  grow	  your	  following	   —  Hold	  contests/sweepstakes/giveaways/refer-­‐a-­‐friend	   —  Give	  back	...
Contests	  16
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Facebook	  Offers	  ‹#›                     19
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Engage	  and	  grow	  your	  following	   —  Build	  community	  and	  it	  will	  grow	  organically	        —  Join	  ...
Op6mizing	  Facebook	   —  Op6mize	  your	  Company’s	  Page	   —  Op6mize	  your	  Posts	   —  Op6mize	  your	  Images...
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Twi.er	   —  An	  informa6onal	  tool	  –	  provides	  informa6on	  to	  others	   —  A	  conversa6onal	  tool	  –	  res...
Twi.er	  -­‐	  Defini6ons	   —  Tweet	  -­‐	  When	  you	  hit	  send	  on	  your	  140	  characters	  on	  twi.er	  it’s	...
Anatomy	  of	  a	  Tweet	  34
Engage	  and	  grow	  your	  following	   —  Listen!	  	        —  Set	  up	  simple	  searches	  that	  allow	  you	  t...
Engage	  and	  grow	  your	  following	   —  Listen!	  	        —  Set	  up	  simple	  searches	  that	  allow	  you	  t...
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Engage	  and	  grow	  your	  following	   —  Use	  your	  own	  style	  when	  engaging	  with	  others	        —  Provi...
Engage	  and	  grow	  your	  following	   —  Ask	  relevant	  ques6ons	  on	  Twi.er	  and	  consumers	  are	       happy...
Engage	  and	  grow	  your	  following	   —  Tools	  that	  will	  automa6cally	  follow	  Twi.er	  users	  -­‐	  Twi.er	...
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Twi.er	  Op6miza6on	   —  Op6mize	  your	  profile	   —  Op6mize	  your	  tweets	  43
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Connect	  Facebook	  and	  Twi.er	        Facebook.com/twi.er                        	  ‹#›                               ...
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LinkedIn	  —  The	  world’s	  largest	  professional	  network	  with	  over	  175	      million	  registered	  members	 ...
Profiles	  —  First	  step	  in	  controlling	  your	  professional	  iden6fy	  online.	  —  Authorita6ve	  source	  on	 ...
Engaging	  on	  LinkedIn	  –	  Status	  Updates	    —  Share	  links	  to	  interes6ng	  ar6cles,	  websites	  or	  video...
Engaging	  on	  LinkedIn	  –	  Status	  Updates	    —  Men6on	  a	  person	  or	  a	  situa6on	  that	  might	  be	  help...
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Engaging	  on	  LinkedIn	  -­‐	  Groups	  —  Quickly	  discover	  the	  most	  popular	  discussions	  in	  your	  profes...
Engaging	  on	  LinkedIn	  -­‐	  Groups	  —  Click	  on	  Groups	  Directory,	  search	  for	  your	  industry	  or	  a	 ...
Engaging	  on	  LinkedIn	  –	  Company	  Pages	    —  Central	  hub	  where	  millions	  of	  LinkedIn	  members	  can	  ...
Op6mizing	  LinkedIn	   —  Op6mize	  your	  profile	   —  Op6mize	  your	  status	  updates	   —  Op6mize	  what	  you	 ...
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What	  is	  Pinterest?	   —  Pinterest	  is	  a	  “virtual	  pinboard”	  that	  lets	       businesses	  share	  images	 ...
Examples	  of	  Pins	  73
Pinterest	  is	  one	  of	  the	  largest	  social	  media	  networks	  on	  the	  web.	  The	  network	  saw	  +4377%	  g...
Mashable, 2012   75
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Engaging	  on	  Pinterest	  —  Build	  your	  brand	  out,	  share	  interes6ng	  and	  relevant	      content,	  create	...
Engaging	  with	  Pinterest	   —  Run	  compe66ons	  where	  the	  winner	  is	  the	  user	  who	  pins	       the	  bes...
Engaging	  with	  Pinterest	   —  So	  make	  sure	  you	  add	  at	  one	  or	  more	  shareable	  image	  to	       eve...
Pinterest	   —  Op6mize	  your	  Profile	   —  Op6mize	  your	  Pins	   —  Op6mize	  your	  website	  for	  pinning	  80
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h.p://woobox.com/pinterest	                               87
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Google	  +	   —  Google+	  offers	  features	  like	  that	  of	  Facebook	   —  Allows	  businesses	  to	  set	  up	  pa...
Google+	  Page	  –	  Gebng	  started	   —  h.ps://plus.google.com/pages	  to	  create	  your	  page	   —  Follow	  the	 ...
Google+	  -­‐	  Gebng	  started	   —  Circles	  -­‐	  When	  gebng	  started,	  you	  can	  organize	  those	       you’r...
Engaging	  with	  Google+	   —  Share	  lots	  of	  photos	        —  Think	  about	  your	  business	  –	  what	  image...
Google+	   —  Op6mize	  your	  Profile	   —  Op6mize	  your	  Posts	  93
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Blogs	   —  Blog	  =	  ‘web	  log’	   —  An	  online	  diary	  or	  journal	   —  Anybody	  can	  be	  a	  content	  ge...
Blogs	   —  Install	  WordPress	   —  Design	  –	  use	  Theme	  or	  designer	  for	  custom	  look	   —  Configure	  c...
Engaging	  Customers	  with	  a	  Blog	   —  Answer	  industry	  ques6ons	   —  Comment	  on	  industry	  news	   —  Pr...
Engage	  and	  grow	  with	  a	  Blog	   —  Pose	  Engaging	  Ques6ons	  -­‐	  At	  the	  end	  of	  a	  post,	  pose	  a...
Engage	  and	  grow	  with	  a	  Blog	   —  Make	  The	  Content	  Graphically	  Vivid	  -­‐	  Paint	  a	  picture	  with...
Blogs	   —  Op6mize	  your	  Blog	   —  Op6mize	  your	  Posts	  –	  content,	  images,	  videos,	  etc.	   —  Distribu...
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YouTube	   —  YouTube	  is	  a	  video	  sharing	  website	  on	  which	  users	  can	        upload	  and	  share	  vide...
YouTube	  -­‐	  Gebng	  Started	   —  www.youtube.com	   —  Set-­‐up	  account,	  link	  to	  Google	  account	   —  Cu...
Engaging	  with	  YouTube	   —  Powerful,	  on-­‐demand	  communica6on	  channel	   —  Market	  your	  business	  to	  m...
Engaging	  with	  YouTube	   —  Setup	  a	  branded	  channel	  using	  your	  colors	  and	  logo	        —  Allows	  u...
YouTube	   —  Op6mize	  your	  Channel	   —  Op6mize	  your	  Videos	  114
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YouTube	  -­‐	  Examples	   —  h.p://www.youtube.com/watch?     v=_PHnRIn74Ag&feature=player_embedded	   —  h.p://www.yo...
Tools	   —  Google	  Analy6cs	   —  Facebook	  Insights	   —  Hootsuite	   —  Google	  Alerts	   —  Blog	  Search,	  ...
Google	  Analy6cs	  124
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Facebook	  Insights	  ‹#›                        131
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HootSuite	  ‹#›             135
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Google	  Alerts	  ‹#›                    142
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Blog	  Search	  ‹#›                  145
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Google	  Reader	  ‹#›                    149
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Demographics	  151
Demographics	  -­‐	  Facebook	  —  86%	  of	  Facebook	  users	  are	  age	  25	  and	  older	  —  81%	  have	  some	  c...
Demographics	  -­‐	  Twi.er	  —  81%	  of	  people	  on	  Twi.er	  are	  age	  25	  and	  older	  —  83%	  have	  some	 ...
Demographics	  -­‐	  LinkedIn	  —  96%	  of	  people	  on	  LinkedIn	  are	  age	  25	  and	  older	  —  87%	  have	  so...
Thank	  You!	                Bridget	  Gibbons                               	          bridget@gibbonsdigital.com        ...
Social media managment advanced techniques
Social media managment advanced techniques
Social media managment advanced techniques
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Social media managment advanced techniques

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Social media managment advanced techniques

  1. 1. Topics   — Why  Social  Media  Ma.ers   — Planning   — Op6mizing   — Engaging  and  growing   — Leveraging   — Managing   — Measuring  2
  2. 2. Why  Social  Media  Ma.ers   —  Social  Media  Op6miza6on  (SMO)  is  the  new  SEO,  or   rather  two  halves  of  a  whole.   —  SMO  is  the  distribu6on  of  social  objects  (videos,  blog   posts,  tweets,  Facebook  updates)  so  that  they’re   op6mized  to  rise  to  the  top  of  any  related  search   query,  where  and  when  it  is  performed.     —  Google  uses  SM  content  to  determine  your  page  rank   —  SEO  +  SMO  =  Amplified  findability  in  the  tradi6onal   and  social  web.    3
  3. 3. It’s  Huge   —  Facebook:  1,000,000,000  ac6ve  users   —  53%  of  US  popula6on  is  on  FB*     —  Twi.er:  175,000,000  ac6ve  users   —  LinkedIn:    150,000,000  registered  users   —  Pinterest:    26,000,000  unique  visitors  last  month   —  Blogs:  346,000,000  people  read  blogs  every  day   —  YouTube:  160,000,000  unique  visitors  last  month   *  According  to  SocialBaker.com  4
  4. 4. It’s  Effec6ve   5
  5. 5. It’s  Growing     —  Social  media  adop6on  among  U.S.  small  businesses   doubled  in  the  past  year  from  12%  to  24%   —  61%  of  small  business  owners  use  social  media  to  iden6fy   and  a.ract  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  6
  6. 6. Gebng  Started  -­‐  Social  Media  Plan   —  Define  the  business  goals  for  social  media   —  increasing  sales,  brand  awareness  /  engagement  or  simply   more  people  who  “like”  or  “follow”  your  business   —  Do  research  and  make  sure  you  understand  your  target   market(s)   —  Know  your  compe6tors   —  Iden6fy  your  top  10  –  15  keywords   —  Take  6me  to  determine  your  voice  –  humorous,   instruc6ve,  etc.  7
  7. 7. Social  Media  Plan   —  Listen  to  what’s  already  out  there:   —  Set-­‐up  Google  Alerts  for  all  your  keywords,  your   compe6tors,  your  own  company  name,  your  personal   name,  etc.   —  Use  Social  Men6on  to  search  social  media  for  men6ons  of   your  organiza6on  /  compe66on   —  Use  Google  Search  and  Google  Blog  Search  to  find  bloggers   and  other  content  creators  in  your  space   —  Use  Muck  Rack  to  find  journalists  8
  8. 8. Social  Media  Plan   —  Create  your  Content  Calendar  For  Pos6ng   —  Define  5-­‐6  content  categories   —  Set-­‐up  a  3-­‐month  calendar   —  Add  your  key  offline  events  and  any  milestones,  holidays,   etc.,     —  Align  with  your  tradi6onal  marke6ng  calendar   —  Content  should  be  a  mix  of  original  content/images,  news   updates  and  curated  content/images  9
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  10. 10. Social  Media  Planning   —  Set-­‐up  your  profiles  and  pages   —  Ensure  you  have  a  consistent  design/branding  across  all   plamorms   —  Op6mize  profiles  with  keywords   —  Set-­‐up  Google  Analy6cs  to  monitor  web  traffic   —  Set-­‐up  and  use  tools:   —  Hootsuite  to  manage  your  social  media  updates   —  Onlywire  for  content  distribu6on   —  Gather  info   —  Google  Alerts,  subscribe  to  blogs,  muck  rack   —  Measure  and  adjust  –  traffic,  comments,  leads,  etc.  11
  11. 11. Why  Use  Facebook   —  Increase  visibility   —  Connect  with  customers     —  Increase  engagement   —  Promote  your  brand   —  Create  a  community  12
  12. 12. Engage  and  grow  your  following   —  Write  interes6ng  and  relevant  posts  will  encourage   followers  to  engage  with  your  posts   —  Liking,  commen6ng  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  informa6on  that  people  won’t  get   elsewhere  (or  at  least  not  as  quickly)   —  Respond  to  comments,  complaints,  requests  real-­‐6me   —  Have  a  plamorm  for  announcing  news,  promo6ons,   events  13
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  14. 14. Engage  and  grow  your  following   —  Hold  contests/sweepstakes/giveaways/refer-­‐a-­‐friend   —  Give  back  to  loyal  customers  through  special  offers  and   discounts   —  Promote  and  manage  events   —  Upload  and  invite  your  email  list   —  Invite  your  friends   —  Run  Facebook  Ads  15
  15. 15. Contests  16
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  18. 18. Facebook  Offers  ‹#› 19
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  20. 20. 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  21
  21. 21. Op6mizing  Facebook   —  Op6mize  your  Company’s  Page   —  Op6mize  your  Posts   —  Op6mize  your  Images  22
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  30. 30. 31
  31. 31. Twi.er   —  An  informa6onal  tool  –  provides  informa6on  to  others   —  A  conversa6onal  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  32
  32. 32. Twi.er  -­‐  Defini6ons   —  Tweet  -­‐  When  you  hit  send  on  your  140  characters  on  twi.er  it’s  called  a  tweet  or  twee6ng   —   Handle  –  your  Twi.er  name  @GibbonsDigital  –  balance  short  with  descrip6ve.       —  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  oqen  an  invite  to  engage  with  a  follower.     —  Retweet  –  this  is  a  tac6c  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  en6re  base  of   followers  might  not  find  interes6ng.     —  Hashtag  –  this  is  a  way  people  categorize  tweets  so  that  others  might  use  the  same  tag  and   effec6vely  create  a  way  for  people  to  view  related  tweets  –  it  will  something  like  #marke6ng  –   more  on  this  in  search.  33
  33. 33. Anatomy  of  a  Tweet  34
  34. 34. Engage  and  grow  your  following   —  Listen!     —  Set  up  simple  searches  that  allow  you  to  hear  men6ons  of   your  company   —  Twi.er  is  a  real-­‐6me  opportunity  to  listen  in  on  the   conversa6ons  of  200  million  users   —  Serve  as  a  resource   —  Provide  informa6on  that  helps  your  target  audience  in  a   quick,  easy-­‐to-­‐use  format  35
  35. 35. Engage  and  grow  your  following   —  Listen!     —  Set  up  simple  searches  that  allow  you  to  hear  men6ons  of   your  company   —  Twi.er  is  a  real-­‐6me  opportunity  to  listen  in  on  the   conversa6ons  of  200  million  users   —  Serve  as  a  resource   —  Provide  informa6on  that  helps  your  target  audience  in  a   quick,  easy-­‐to-­‐use  format  36
  36. 36. 37
  37. 37. 38
  38. 38. Engage  and  grow  your  following   —  Use  your  own  style  when  engaging  with  others   —  Provide  guidelines  for  anyone  twee6ng  on  behalf  of  the   company  but  don’t  underes6mate  the  value  of  having  a   “real  person”  online.     —  Share  the  human  side  of  your  company  and  stories  about   the  people  doing  the  twee6ng  for  the  business   —  Seek  opportuni6es  to  provide  photos  from  events  in  the   community  where  you  or  your  employees  are  doing   charitable  work  or  even  crea6ve  promo6onal  efforts  that   are  fun  or  engaging  39
  39. 39. Engage  and  grow  your  following   —  Ask  relevant  ques6ons  on  Twi.er  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.  40
  40. 40. Engage  and  grow  your  following   —  Tools  that  will  automa6cally  follow  Twi.er  users  -­‐  Twi.er   Adder.    Most  people  you  follow  will  follow  you  back.   —  Add  Twi.er  link  to  your  website  homepage   —  Include  Twi.er  icon  on  ALL  materials  that  reach  your   target  market  41
  41. 41. 42
  42. 42. Twi.er  Op6miza6on   —  Op6mize  your  profile   —  Op6mize  your  tweets  43
  43. 43. 44
  44. 44. ‹#› 45
  45. 45. ‹#› 46
  46. 46. ‹#› 47
  47. 47. Connect  Facebook  and  Twi.er   Facebook.com/twi.er  ‹#› 48
  48. 48. 49
  49. 49. 50
  50. 50. 51
  51. 51. 52
  52. 52. 53
  53. 53. 54
  54. 54. 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  opportuni6es  with  a   broader  network  of  professionals.  —  h.p://www.youtube.com/watch?v=ZVlUwwgOfKw  
  55. 55. Profiles  —  First  step  in  controlling  your  professional  iden6fy  online.  —  Authorita6ve  source  on  your  career.   —  Represents  your  career  accomplishments  and  opens  the   door  to  new  opportuni6es.  —  Communicates  your  professional  brand.  —  Enables  people  to  connect  and  reconnect  with  you.  —  100%  complete  profile  contains  an  execu6ve  summary,   your  skill  set,  educa6on,  3  recent  posi6ons  and  3   recommenda6ons.   57
  56. 56. Engaging  on  LinkedIn  –  Status  Updates   —  Share  links  to  interes6ng  ar6cles,  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  ques6on  that  could  lead  to  solving  a  problem  you  have,   like:  "Anyone  know  about…?"     —  Conduct  an  informal  poll  rela6ng  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?"   58
  57. 57. Engaging  on  LinkedIn  –  Status  Updates   —  Men6on  a  person  or  a  situa6on  that  might  be  helpful  to  some   of  your  connec6ons,  like:  "I  just  met  with  John  Jones  from  ABC   Company  and  found  out  ….”   —  Talk  about  an  event  you  are  a.ending  or  have  a.ended  to   encourage  involvement  and/or  ques6ons  about  what  you   learned  there.   —  Use  the  "Like"  feature  when  you  see  a  helpful  update  from   one  of  your  connec6ons.  Doing  this  shares  that  update  with   your  en6re  network.  This  is  a  great  way  to  give  the  writer  of   the  helpful  update  exposure  to  your  network  that  he/she   wouldnt  normally  have.   59
  58. 58. 60
  59. 59. Engaging  on  LinkedIn  -­‐  Groups  —  Quickly  discover  the  most  popular  discussions  in  your  professional   groups.  —  Have  an  ac6ve  part  in  determining  the  top  discussions  by  liking  and   commen6ng.  —  Follow  the  most  influen6al  people  in  your  groups  by  checking  the   Top  Influencers  board  or  clicking  their  profile  image  to  see  all  their   group  ac6vity.  —  See  both  member-­‐generated  discussions  and  news  in  one  sebng.  —  Easily  browse  previews  of  the  last  three  comments  in  a  discussion.  —  Find  interes6ng  discussions  by  seeing  who  liked  a  discussion  and   how  many  people  commented.   62
  60. 60. Engaging  on  LinkedIn  -­‐  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   star6ng  a  discussion  or  pos6ng  a  link  in  the  share  box.  —  Sharing  consistently  is  a  good  way  to  quickly  iden6fy  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.  —  Aqer  sharing,  check  out  the  newest  discussions  in  the  slide  show  below,   and  cast  your  vote  by  liking  or  commen6ng.  —  Under  each  discussion  you’ll  see  the  last  3  members  who  have   commented,  click  on  the  headline  to  see  all  comments.  
  61. 61. Engaging  on  LinkedIn  –  Company  Pages   —  Central  hub  where  millions  of  LinkedIn  members  can  go  to   keep  in  the  loop  on  company  news,  products  and  services,   business  opportuni6es,  and  job  openings.   —  Also  perfect  place  to  start  conversa6on  with  your  customers,   prospec6ve  clients,  job  seekers,  post  company  updates.   —  Post  industry  ar6cles  and  fun  facts.   —  These  updates  appear  on    your  company  page  and  also  the   pages  of  your  followers.   —  Analy6cs  pages  to  see  ac6vity  on  the  page.   64
  62. 62. Op6mizing  LinkedIn   —  Op6mize  your  profile   —  Op6mize  your  status  updates   —  Op6mize  what  you  post  in  any  group   —  Op6mize  your  company  page  65
  63. 63. 66
  64. 64. 67
  65. 65. 68
  66. 66. ‹#› 69
  67. 67. ‹#› 70
  68. 68. ‹#› 71
  69. 69. What  is  Pinterest?   —  Pinterest  is  a  “virtual  pinboard”  that  lets   businesses  share  images  and  content  that  are   relevant  to  their  customers   —  Conceptually  similar  to  social  bookmarking  sites.   —  Content  is  organized  in  “Boards”  and  organized  in   categories.     —  Each  piece  of  content  is  called  a  “Pin”  72
  70. 70. Examples  of  Pins  73
  71. 71. Pinterest  is  one  of  the  largest  social  media  networks  on  the  web.  The  network  saw  +4377%  growth  between  May  2011  and  May  2012.  74
  72. 72. Mashable, 2012 75
  73. 73. 76
  74. 74. Engaging  on  Pinterest  —  Build  your  brand  out,  share  interes6ng  and  relevant   content,  create  engagement  —  Add  products  with  prices  to  drive  awareness    —  Service  businesses  can  create  pos6ngs  with  infographics   that  contains  useful  informa6on  or  a  graphic  with  a  quote  —  Post  videos  (hosted  on  YouTube)  —  Add  links  to  your  pins’  descrip6ons  giving  your  business   the  benefit  of  your  links  carrying  over  with  your  pins   when  users  re-­‐pin  them   77
  75. 75. Engaging  with  Pinterest   —  Run  compe66ons  where  the  winner  is  the  user  who  pins   the  best  pictures  or  has  the  Pinterest  board  with  the  best   collec6on  of  pins.   —  Run  offers  -­‐  Pin  images  of  offers,  giveaways,  discounts   from  your  website  and  detail  your  offer  in  the   descrip6on,  or  you  can  create  images  exclusively  for   Pinterest  where  everything  about  the  offer  is  wri.en  on   the  image.    78
  76. 76. 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  marke6ng  strategy.  79
  77. 77. Pinterest   —  Op6mize  your  Profile   —  Op6mize  your  Pins   —  Op6mize  your  website  for  pinning  80
  78. 78. 81
  79. 79. 82
  80. 80. ‹#› 83
  81. 81. 84
  82. 82. ‹#› 85
  83. 83. ‹#› 86
  84. 84. h.p://woobox.com/pinterest   87
  85. 85. ‹#› 88
  86. 86. Google  +   —  Google+  offers  features  like  that  of  Facebook   —  Allows  businesses  to  set  up  pages,  and  develop   rela6onships  with  prospects  and  clients   —  Individuals  can  add  brands  to  specific  Google+  Circles,   share  a  Google+  page  with  their  network,  intereact  with   the  content  posted,  click  the  +1  (endorse)  company   updates,  etc.   —  Hangouts  feature  enables  companies  to  engage  with  fans,   prospects,  customers  through  video  conference  calls.  ‹#› 89
  87. 87. Google+  Page  –  Gebng  started   —  h.ps://plus.google.com/pages  to  create  your  page   —  Follow  the  wizard  and  choose  the  most  appropriate   op6on  to  classify  your  business   —  Customize  your  page’s  profile   —  Promote  your  page  –  first  complete  the  profile,  share   some  updates   —  Op6mize  your  page  90
  88. 88. Google+  -­‐  Gebng  started   —  Circles  -­‐  When  gebng  started,  you  can  organize  those   you’re  connected  to  in  different  circles.    This  allows  you   to  tailor  your  company’s  posts  to  specific  people  who  are   interested  in  that  topic.  Now  your  page  looks  rela6ve  to  a   user  who  enjoys  nature,  as  well  as  another  user  who   enjoys  technology.  91
  89. 89. Engaging  with  Google+   —  Share  lots  of  photos   —  Think  about  your  business  –  what  images,  charts,  slides  can   you  share  to  ignite  conversa6ons   —  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  92
  90. 90. Google+   —  Op6mize  your  Profile   —  Op6mize  your  Posts  93
  91. 91. 94
  92. 92. ‹#› 95
  93. 93. 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  96
  94. 94. Blogs   —  Install  WordPress   —  Design  –  use  Theme  or  designer  for  custom  look   —  Configure  content  categories   —  Develop  library  of  content   —  Post  on  a  scheduled  basis  –  2  6mes  per  week  97
  95. 95. Engaging  Customers  with  a  Blog   —  Answer  industry  ques6ons   —  Comment  on  industry  news   —  Provide  how-­‐to  based  content   —  Encourage  readers  to  comment   —  Post  consistently  –  3  to  5  6mes  per  week  98
  96. 96. Engage  and  grow  with  a  Blog   —  Pose  Engaging  Ques6ons  -­‐  At  the  end  of  a  post,  pose  a  brain-­‐ s6mula6ng  ques6on.     —   Get  readers  to  offer  6ps  -­‐  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  6ps  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,  mo6vate  their  thought  process  and  get  them   engaged.  Make  your  opener  funny,  insighmul,  poky,  wi.y  and   outrageous  if  need  be.   —     99
  97. 97. 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   pain6ng.   —  Write  in  your  speaking  voice,  as  though  you’re  chabng   with  friends.     —  Provide  A  Conclusion  –  sum  up  the  essence  of  your  ar6cle   in  a  short  conclusion.  Your  conclusion  should  ideally  6e   up  your  points  together  and  provide  a  short  glimpse  of   what  the  ar6cle  is  all  about.  100
  98. 98. Blogs   —  Op6mize  your  Blog   —  Op6mize  your  Posts  –  content,  images,  videos,  etc.   —  Distribute  Posts  with  link  back  to  website  101
  99. 99. 102
  100. 100. ‹#› 103
  101. 101. ‹#› 104
  102. 102. 105
  103. 103. 106
  104. 104. 107
  105. 105. 108
  106. 106. 109
  107. 107. YouTube   —  YouTube  is  a  video  sharing  website  on  which  users  can   upload  and  share  videos  110
  108. 108. YouTube  -­‐  Gebng  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  111
  109. 109. Engaging  with  YouTube   —  Powerful,  on-­‐demand  communica6on  channel   —  Market  your  business  to  millions  of  people  at  virtually  no   cost   —  Build  more  personal  rela6onships  with  your  current  client   base   —  Inform,  Educate,  Entertain   —  Good  content,  plan  ahead,  don’t  blatantly  market,  keep  it   short   —  Curate  exis6ng  videos  if  you  don’t  have  your  own  112
  110. 110. Engaging  with  YouTube   —  Setup  a  branded  channel  using  your  colors  and  logo   —  Allows  users  to  subscribe  to  your  content  and  the  op6on  to   search  just  your  uploaded  content   —  Engage  With  the  YouTube  Community   —  Check  out  other  videos,  favorite  appropriate  videos  and   make  suitable  YouTube  “friends.”   —  Promote  your  videos  elsewhere  (blog,  FB,  etc.)   —  Run  contests,  giveaways,  have  calls  to  ac6on   —  Keep  your  channel  current  113
  111. 111. YouTube   —  Op6mize  your  Channel   —  Op6mize  your  Videos  114
  112. 112. 115
  113. 113. ‹#› 116
  114. 114. ‹#› 117
  115. 115. 118
  116. 116. 119
  117. 117. 120
  118. 118. 121
  119. 119. YouTube  -­‐  Examples   —  h.p://www.youtube.com/watch? v=_PHnRIn74Ag&feature=player_embedded   —  h.p://www.youtube.com/watch?v=eTog_wApYMc   —  h.p://www.youtube.com/watch?v=u9prcUCHlqM  122
  120. 120. Tools   —  Google  Analy6cs   —  Facebook  Insights   —  Hootsuite   —  Google  Alerts   —  Blog  Search,  All  Top,  Technora6   —  RSS  Reader  123
  121. 121. Google  Analy6cs  124
  122. 122. 125
  123. 123. ‹#› 126
  124. 124. ‹#› 127
  125. 125. ‹#› 128
  126. 126. ‹#› 129
  127. 127. ‹#› 130
  128. 128. Facebook  Insights  ‹#› 131
  129. 129. ‹#› 132
  130. 130. ‹#› 133
  131. 131. ‹#› 134
  132. 132. HootSuite  ‹#› 135
  133. 133. ‹#› 136
  134. 134. ‹#› 137
  135. 135. ‹#› 138
  136. 136. ‹#› 139
  137. 137. ‹#› 140
  138. 138. ‹#› 141
  139. 139. Google  Alerts  ‹#› 142
  140. 140. ‹#› 143
  141. 141. ‹#› 144
  142. 142. Blog  Search  ‹#› 145
  143. 143. ‹#› 146
  144. 144. ‹#› 147
  145. 145. ‹#› 148
  146. 146. Google  Reader  ‹#› 149
  147. 147. ‹#› 150
  148. 148. Demographics  151
  149. 149. Demographics  -­‐  Facebook  —  86%  of  Facebook  users  are  age  25  and  older  —  81%  have  some  college  educa6on  or  bachelors/graduate   degree  —  58%  earn  $50,000  or  more   152
  150. 150. Demographics  -­‐  Twi.er  —  81%  of  people  on  Twi.er  are  age  25  and  older  —  83%  have  some  college  educa6on  or  bachelors/graduate     degree  —  47%  earn  $50,000  or  more   153
  151. 151. Demographics  -­‐  LinkedIn  —  96%  of  people  on  LinkedIn  are  age  25  and  older  —  87%  have  some  college  educa6on  or  bachelors/graduate     degree  —  71%  earn  $50,000  or  more   154
  152. 152. Thank  You!   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   „.com/gibbonsdigital  155
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