Social media marketing for businesses

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Social media strategy and tactics for small and medium sized businesses. Social media marketing: Facebook, Twitter, LinkedIn, Pinterest, Blogging.

Social media strategy and tactics for small and medium sized businesses. Social media marketing: Facebook, Twitter, LinkedIn, Pinterest, Blogging.

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  • 1. 1  
  • 2. 2   — Why  Use  it?   — We’ll  cover   •  Facebook   •  Twi9er   •  LinkedIn   •  Pinterest   •  Google+   •  Blogs   Social  Media  
  • 3. 3   Why use it?
  • 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   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   — Instagram:  100  million  users,  4  billion  photos   — Blogs:  66  million  blogs,  346  million  people  readers   each  day  
  • 6. 6   It’s  EffecJve  
  • 7. 7   It’s  Growing     —  U.S.  adults  who  use  social  media  sites  has  risen  from  8%   to  72%  since  2005.  That’s  an  800%  increase.    (Pew  Research  Center)   —  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   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  plaform  for  announcing  news,  promoJons,   events   —  Generate  new  business  leads  
  • 9. 9   Gegng  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   Gegng  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   plaforms   —  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   compeJtors,  your  own  company  name,  your  personal   name,  etc.   —  Use  Social  MenJon  to  search  social  media  for  menJons  of   your  organizaJon  /  compeJJon   —  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  PosJng   —  Define  5-­‐6  content  categories   —  Set-­‐up  a  3-­‐month  calendar   —  Add  your  key  offline  events  and  any  milestones,  holidays,   etc.,     —  Align  with  your  markeJng  calendar   —  Content  should  be  a  mix  of  original  content/images,  news   updates  and  curated  content/images  
  • 13. 13  
  • 14. 14   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  
  • 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  interesJng  and  relevant  posts  will  encourage   followers  to  engage  with  your  posts   —  Liking,  commenJng  and  sharing  are  important     —  Facebook  uses  the  level  of  engagement  to  determine  how   many  people  see  your  posts   —  Reveal  the  human  side  of  your  organizaJon,  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  plaform  for  announcing  news,  promoJons,  events  
  • 17. 17  
  • 18. 18   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  
  • 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  -­‐  Gegng  Started   http://www.facebook.com/pages/create.php
  • 21. 21   Facebook  -­‐  Gegng  Started  
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  • 29. 29   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)  
  • 30. 30   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  
  • 31. 31   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  oqen  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.  
  • 32. 32   Anatomy  of  a  Tweet  
  • 33. 33   Twi9er  -­‐  Gegng  Started   —  www.twi9er.com   —  Set-­‐up  profile   —  Add  branding  (logo,  custom  page)   —  Search  for  relevant  people,  follow  them   —  Start  tweeJng   —  Retweet,  tweet  about  products,  tweet  relevant  news   arJcles  
  • 34. 34   Engage  and  grow  your  following   —  Listen!     —  Set  up  simple  searches  that  allow  you  to  hear  menJons  of   your  company   —  Twi9er  is  a  real-­‐Jme  opportunity  to  listen  in  on  the   conversaJons  of  200  million  users   —  Serve  as  a  resource   —  Provide  informaJon  that  helps  your  target  audience  in  a   quick,  easy-­‐to-­‐use  format  
  • 35. 35   Engage  and  grow  your  following   —  Use  your  own  style  when  engaging  with  others   —  Provide  guidelines  for  anyone  tweeJng  on  behalf  of  the   company  but  don’t  underesJmate  the  value  of  having  a   “real  person”  online.     —  Share  the  human  side  of  your  company  and  stories  about   the  people  doing  the  tweeJng  for  the  business   —  Seek  opportuniJes  to  provide  photos  from  events  in  the   community  where  you  or  your  employees  are  doing   charitable  work  or  even  creaJve  promoJonal  efforts  that   are  fun  or  engaging  
  • 36. 36   —  Ask  relevant  quesJons  on  Twi9er  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  
  • 37. 37   Engage  and  grow  your  following   —  Follow  people  –  they  might  follow  you  back   —  Add  Twi9er  link  to  your  website  homepage   —  Include  Twi9er  icon  on  ALL  materials  that  reach  your   target  market  
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  • 43. 43   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.   —  h9p://www.youtube.com/watch?v=ZVlUwwgOfKw  
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  • 49. 49   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?"   49
  • 50. 50   Engaging  on  LinkedIn  –  Status  Updates   —  MenJon  a  person  or  a  situaJon  that  might  be  helpful  to  some   of  your  connecJons,  like:  "I  just  met  with  John  Jones  from  ABC   Company  and  found  out  ….”   —  Talk  about  an  event  you  are  a9ending  or  have  a9ended  to   encourage  involvement  and/or  quesJons  about  what  you   learned  there.   —  Use  the  "Like"  feature  when  you  see  a  helpful  update  from   one  of  your  connecJons.  Doing  this  shares  that  update  with   your  enJre  network.  This  is  a  great  way  to  give  the  writer  of   the  helpful  update  exposure  to  your  network  that  he/she   wouldn't  normally  have.   50
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  • 52. 52   Groups   —  Quickly  discover  the  most  popular  discussions  in  your  professional   groups.   —  Have  an  acJve  part  in  determining  the  top  discussions  by  liking  and   commenJng.   —  Follow  the  most  influenJal  people  in  your  groups  by  checking  the   Top  Influencers  board  or  clicking  their  profile  image  to  see  all  their   group  acJvity.   —  See  both  member-­‐generated  discussions  and  news  in  one  segng.   —  Easily  browse  previews  of  the  last  three  comments  in  a  discussion.   —  Find  interesJng  discussions  by  seeing  who  liked  a  discussion  and   how  many  people  commented.   52
  • 53. 53   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   starJng  a  discussion  or  posJng  a  link  in  the  share  box.   —  Sharing  consistently  is  a  good  way  to  quickly  idenJfy  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  commenJng.   —  Under  each  discussion  you’ll  see  the  last  3  members  who  have   commented,  click  on  the  headline  to  see  all  comments.  
  • 54. 54   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.   54
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  • 62. 62   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”  
  • 63. 63  63   Examples  of  Pins  
  • 64. 64   Pinterest  is  one  of  the  largest  social  media  networks  on   the  web.  The  network  saw  +4377%  growth  between  May   2011  and  May  2012.  
  • 65. 65  65   Mashable, 2013
  • 66. 66   Pinners  don’t  just  shop,  they  spend   —  The  average  social  shopper  (that  is,  a  shopper  who   discovers  an  item  on  the  plaform  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    
  • 67. 67   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   67
  • 68. 68   Engaging  with  Pinterest   —  Run  compeJJons  where  the  winner  is  the  user  who  pins   the  best  pictures  or  has  the  Pinterest  board  with  the  best   collecJon  of  pins.   —  Run  offers  -­‐  Pin  images  of  offers,  giveaways,  discounts   from  your  website  and  detail  your  offer  in  the   descripJon,  or  you  can  create  images  exclusively  for   Pinterest  where  everything  about  the  offer  is  wri9en  on   the  image.    
  • 69. 69   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.  
  • 70. 70  70   Gegng  Started   70
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  • 78. 78   What  is  it?   —  Google+  is  a  social  networking  that  is  owned  and   operated  by  Google  Inc.     —  Like  Facebook  –  personal  profiles  and  business  pages  
  • 79. 79   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)  
  • 80. 80   Google+  Terms   —  Profile:  This  is  the  landing  page  that  shows  your  profile   picture,  informaJon  you’ve  provided,  and  the  content   you’ve  posted  to  Google  Plus   —  Page:  Google  Plus  Page  is  created  by  a  business  or  a  brand.   —  +1  bu.on  –  FuncJoning  like  a  Facebook  “Like”  bu9on,  the   +1  bu9on  allows  users  to  indicate  they  appreciated  your   content   —  Circles:  When  gegng  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.    
  • 81. 81   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  
  • 82. 82   Google+  Page  –  Gegng  started   —  h9ps://plus.google.com/pages  to  create  your  page   —  Customize  your  Page   —  Promote  your  page  -­‐  share  some  updates   —  Make  connecJons,  grow  your  circles  
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  • 86. 86   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  
  • 87. 87   Blog  Content   —  Answer  industry  quesJons   —  Comment  on  industry  news   —  Provide  how-­‐to  based  content   —  Encourage  readers  to  comment   —  Post  consistently  –  3  to  5  Jmes  per  week  
  • 88. 88   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  
  • 89. 89   Engage  and  grow  with  a  Blog   —  Pose  Engaging  QuesJons  -­‐  At  the  end  of  a  post,  pose  a  brain-­‐ sJmulaJng  quesJon.     —   Get  readers  to  offer  Jps  -­‐  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  Jps  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,  moJvate  their  thought  process  and  get  them   engaged.  Make  your  opener  funny,  insighful,  wi9y  and   outrageous  if  need  be.   —     
  • 90. 90   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   painJng.   —  Write  in  your  speaking  voice,  as  though  you’re  chagng   with  friends.     —  Provide  A  Conclusion  –  sum  up  the  essence  of  your  arJcle   in  a  short  conclusion.  Your  conclusion  should  ideally  Je   up  your  points  together  and  provide  a  short  glimpse  of   what  the  arJcle  is  all  about.  
  • 91. 91   Blogs  –  Gegng  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  Jmes  per  week  
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  • 97. 97   Demographics  -­‐  Facebook   —  86%  of  Facebook  users  are  age  25  and  older   —  81%  have  some  college  educaJon  or  bachelors/graduate   degree   —  58%  earn  $50,000  or  more  
  • 98. 98   Demographics  -­‐  Twi9er   —  81%  of  people  on  Twi9er  are  age  25  and  older   —  83%  have  some  college  educaJon  or  bachelors/graduate     degree   —  47%  earn  $50,000  or  more  
  • 99. 99   Demographics  -­‐  LinkedIn   —  96%  of  people  on  LinkedIn  are  age  25  and  older   —  87%  have  some  college  educaJon  or  bachelors/graduate     degree   —  71%  earn  $50,000  or  more  
  • 100. 100   Thank  You!   Bridget  Gibbons   bridget@gibbonsdigital.com   Gibbonsdigital.com   @gibbonsdigital   •.com/gibbonsdigital