Created for Causeway Work Group presentation, Ottawa / Ontario / Canada

1. Using Social Media for Business

2. Social Media Has 4 Purposes
1. Creating Brand Awareness
• Grow your audience
• Pay for ads to get extra exposure
• Share photos to increase location and product awareness
• Allowing people to reference you
2. Staying In Touch With Customers and Build Loyalty
• Provide consistent content
• Share your passion and history
• Post success stories
• Show what makes you unique from your competition
• Use your own voice
• Be honest and make connections
3. Increasing Search Results
• The more places you are online, the more places people can find you
4. Build Sales
• Convert fans and followers to paying customers

3. SUCCESS ON SOCIAL MEDIA
• It’s all in the content
– Post Frequently
– Post Consistently (with volume and regularity)
– Post relevant information for your audience
– Post things that get your audience excited (social
media should be fun!)
• Start with a plan, and you’ll always have
something to post!

4. April 7 - 13
Chance Pet
Appreciat
ion
Winsto
n
Kids
Camp
2009
Cat in
Tree
Horse
Clinic
RAIN
Networki
ng
SAMPLE CONTENT PLAN

5. EXAMINATION OF PLATFORMS

6. Blog

7. YOUR BLOG ON YOUR WEBSITE
• This should be the most important site you
maintain and update regularly.
• Your blog should be hosted on your website
(one of the tabs) and regular updates
ensure better SEO results
• Your blog posts should contain content
interesting to your audience combined with
your top keywords
• Remember: “Don’t build on rented land”

8. PULL PEOPLE BACK TO YOUR SITE
Website
(blog)
Facebook
Twitter
LinkedIn
Pinterest
Instagram
YouTube
Your blog should always be your
home base, with other social
media outlets acting as feeders to
drive traffic back to your site
Social media marketing and
search engine marketing go hand
in hand – social media efforts
strengthen your SEO efforts
(rankings and traffic) and vice-
versa.
Put effort in both for successful
digital marketing

9. BLOGEXAMPLE:
MARRIOTT

10. Newsletters

11. Your Monthly Newsletter
– Your newsletter sign-up form is the only way for you to get
information on your followers (you do not get this
information on Facebook, Twitter, etc.)
– Entice users to sign up with exclusive and valuable content
– You can use a free tool, such as Mailchimp or Mad Mimi
– Make sure you use a responsive template and graphics that
reflect your branding
– Make sure you follow Canada Anti-Spam Laws
• Must have permission to email (use a paper or electronic sign-up
form)
• Have an easy “unsubscribe button)
• Must share physical address
– Include business updates, sales and promotions, recent blog
recaps, and other content your audience enjoys

12. NEWSLETTEREXAMPLE:
PANERA

14. FACEBOOK
• 1.23 billion monthly active users
• Create a company page with all of your
important information
• Share multimedia content (text, images, videos)
• People regular search for businesses on
Facebook, since that is where they are and pages
are more user-intuitive than individual websites
• Your posts should attempt to pull people back to
your website

15. FACEBOOK: CONTENT TIPS
• Types of Posts
– “Snackable” – easy to interact with
• such as questions people want to autocomplete)
• Exciting (positive) current trends (i.e.Olympics)
– “Sneak Peek” – Behind the Business
– “Sharable”
• Inspirational
• Humorous
• Relatable (usually an idea or experience expressed with humor)
• Emotional (make them FEEL something – love, loyalty, hopes and dreams, etc)
• Exciting
– “Blog Post” – Take a screenshot of your blog, upload the picture, then put a link in the description
• Potential Content
– Original Content (Blogs, Videos, Instagam Photos, Promotion, Newsletter Sign-up)
– Curated Content
• Articles (tips, trends, interesting or important information)
• Videos
• Images
• Infographics
• Pins
• ALL FACEBOOK POSTS SHOULD BE AN UPLOADED IMAGE WITH DESCRIPTION!
– Use Picmonkey.com to create designs or edit images
– Use your logo and/or website on every design you create
– Turn a quote into an image
– try memegenerator.net to create funny images
– Remember that people like/comment/share 3x as often when ASKED

16. FACEBOOKEXAMPLE:
BURT’SBEES

18. TWITTER
• 232 million active monthly users
• Follow people you want to get to know
• Share text, photos, links in 140 characters or less, reply and retweet other users
• Customize profile pic, banner, and background. Use SEO in summary. Handle should be
easy for your customers to remember.
• You can Favorite (star) Tweets that you want to come back to later (for curation)
• Create Lists
– Top 10 Influencers
– Competition
– OSEBers, Competition
• Content Rule of 3:
– 1/3 Promotion
– 1/3 Curated Content
– 1/3 Networking (Retweets, Replies, Tweeting @ someone directly)
• Use bitly.com to shorten links
• Join Trending Hashtags
• Use tagboard.com to search for hashtags and create tweets for relevant ones

19. @ vs #
• The @ symbol denotes a person, or business
(a twitter account that can tweet and reply)
• The # symbol is a category
• If you tweet to @HewettRipley you are
tweeting TO ME
• If you tweet #HewettRipley you are tweeting
ABOUT ME (I will not receive a notification)
• If you tweet #Hewett #Ripley you are tweeting
to each category

20. TWITTEREXAMPLE:
KIMGARST

22. LINKED IN
• Top business social networking platform
• 300 million registered users
• Connect with others on a professional level
• LinkedIn is often one of the top search results for
your name
• Establish your professional page with credentials,
set up a business page, publish articles or share
links
• Join groups and engage in conversation with
others

23. LINKEDINPROFILEEXAMPLE:
GRETCHENRUBIN

27. LINKEDINPAGEEXAMPLE:
TESLAMOTORS

28. LINKEDINGROUPEXAMPLE:
BANDOFENTREPRENEURS

30. INSTAGRAM
• You can view Instagram accounts on the
desktop, but you can only post on a tablet
or smartphone with the app
• 300 million active monthly users
• You can post images or videos with
captions and hashtags

31. INSTAGRAMEXAMPLE:
STARBUCKS

33. PINTEREST
• Pinterest is the 3rd most popular social
networking site (after Facebook and Twitter)
• You can add content from online websites, re-
pin from within the site, or upload content
• Create boards for different topics
• Showcase your brand, or compile entertaining
and informative content for your audience

34. PINTERESTEXAMPLE:
MARTHASTEWARTLIVING

35. PINTERESTBOARDEXAMPLE:
CUPCAKES

37. GOOGLE+
• 540 million active monthly (counting YouTubers)
• Integrate social media with search engines
• Share multimedia content
• Add people to circles
• Affects your search result rankings based on
other people’s recommendations of your posts.

38. GOOGLE+EXAMPLE:
ANDROID

40. YOU TUBE
• 1 billion active users each month
• 4 billion views per day
• Considered the top search engine
• providing quality content to people who are
trying to learn more about what you do
• Create viral buzz or increase customer loyalty

41. YOUTUBEEXAMPLE:
KRAFTRECIPES

42. WHICH SHOULD I USE?
Percentage of Marketers who use each Platform:
• 94% of marketers use Facebook
• 83% of marketers use Twitter
• 71% of marketers use LinkedIn
• 57% of marketers use YouTube
• 55% of marketers use Blogging
• 54% of marketers use Google+
• 47% of marketers use Pinterest
• 28% of marketers use Instagram
• 17% of marketers use Review Sites
• 13% of marketers use Forums
• 12% of marketers use Geo-Location Sites
• 11% of marketers use Social Bookmarking
• 9% of marketers use short-form video
• 6% of marketers use podcasting
• 1% of marketers use Snapchat
Start with a blog and a Facebook page, and add
more platforms once you master the first two.
Reference: http://www.socialmediaexaminer.com/report2014/

43. THANK YOU!
• Questions or Comments? Contact me!
Jessica@hewettripley.com
www.hewettripley.com