SOCIAL MEDIA MARKETING BEST
PRACTICES FOR ENTREPRENEURS

By: Jennifer L. Maclachlan
PID Analyzers, LLC
#NERM2013 #newhaven...
DOES THIS SOUND FAMILIAR TO ANYONE?
This presentation will highlight the mainstream social
media platforms used commonly in the business
marketing world such ...
SOCIAL MEDIA MARKETING
REQUIRES A PLAN JUST LIKE
“TRADITIONAL” MARKETING
 It is critical to have a social strategy
 As a...
CRAFTING YOUR SOCIAL MARKETING STRATEGY
1. Choose the social media platform that you are the most comfortable with
2. Deve...
LET’S TALK ABOUT ENTREPRENEURS & PERSONAL
BRANDING
For example:

The PID Brand.
FATHERDAUGHTER TEAM
FINDS GOOD
CHEMISTRY
Feature article published April
18, 2013 in our hometown paper:
The Barnstable Pa...
This is my father and
business partner, Jack
Driscoll. You might know
him as @pidguy.
If you’re Linked-In with him
or Face...
PIDGUY: The man, the
avatar and the innovation: the
commercialization of the
photoionization detector in
1973
How I Got My Job
“Everyone has a story. We asked readers to tell us how they found their current jobs. We have posted thei...
@pidgirl

YOUR TWITTER PROFILE SETS UP THE EXPECTATION FOR
FOLLOWERS OF WHAT YOU WILL BE TWEETING ABOUT

Jennifer Maclachl...
@pidguy

BASED ON HIS TWITTER PROFILE: @PIDGUY WILL TWEET ABOUT PIDS, #NESACS
RELATED TOPICS, INSTRUMENT DEVELOPMENT, NANO...
HERE’S AN EXAMPLE OF A POST OF MINE ON
PIDGIRL.TUMBLR.COM

“If you saw me at
#ACSPhilly, I probably
looked like this unles...
Although I blog a lot about our Cape Cod Science Café on The Analyzer Source, my blog, I have a
capecodsciencecafe.tumblr....
GUESS WHO ALSO HAS A TUMBLR. THAT’S RIGHT, IT’S PIDGUY.
pidguy.tumblr.com

Again, it’s easy to use and accessible for post...
BE PATIENT. AND CONSISTENT. IT TAKES AWHILE TO BUILD YOUR FOLLOWING.

This screen capture was
generated for use in my Soci...
This slide is also from my 2011 SERMACS presentation. The 10,000 Facebook “hits” are what
would today be referred to as “o...
HERE’S OUR COMPANY FACEBOOK PAGE. 14,977 LIKES AND COUNTING

We use our tagline on the page name so people know what we “d...
FACEBOOK.COM/PIDANALYZERS

Self-promotion:
Our
participation at
#ACSNOLA

Our
community
chemistryoutreach
efforts

Our fri...
November 2008 E-Newsletter

Current E-Newsletter
SURVEY SHOWS SMALL BUSINESS OWNERS THINK LINKED-IN & TWITTER OFFER VALUE TO THEIR
BUSINESS
I am currently serving my second year on the Constant
Contact Small Biz Council

In addition to serving on their Small Biz...
I HAVE A YOU TUBE BUT WE HAVE ONLY POSTED TRAINING VIDEOS TO DATE. VIDEO IS A GOAL OF OURS
IN 2014.
Google+: I like it for super fast sharing. You don’t even
have to say anything thoughtful about what you are
sharing.
Alth...
Here’s a tweet about how @pidgirl uses #Pinterest tweeted during the Role and Value of Social
Networking in Advancing the ...
CONCLUDING ADVICE FOR THE ENTREPRENEURIAL SOCIAL MEDIA NOVICE

 Find a social media mentor on each platform you are inter...
Join me in Honolulu in December 2015 for PACIFICHEM where I am organizing
together with my team of organizers: Antony Will...
Social media marketing best practices
Social media marketing best practices
Social media marketing best practices
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Social media marketing best practices

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By Jennifer L. Maclachlan of PID Analyzers, LLC presented at the Northeast Regional Meeting of the American Chemical Society #NERM2013 on the Small Chemical Businesses track on October 24, 2013 in New Haven. This presentation highlights the mainstream social media platforms used commonly in the business marketing world such as Facebook, Twitter, Linked-In and blogging focusing on personal branding social media best practices for the chemical entrepreneur. Emerging social media marketing tools such as Pinterest and Instagram will also be addresed.

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Social media marketing best practices

  1. 1. SOCIAL MEDIA MARKETING BEST PRACTICES FOR ENTREPRENEURS By: Jennifer L. Maclachlan PID Analyzers, LLC #NERM2013 #newhavenct October 24, 2013 Small Chemical Businesses Track
  2. 2. DOES THIS SOUND FAMILIAR TO ANYONE?
  3. 3. This presentation will highlight the mainstream social media platforms used commonly in the business marketing world such as Facebook, Twitter, LinkedIn and blogging focusing on personal branding social media best practices for the chemical entrepreneur. Emerging social media marketing tools such as Pinterest and Instagram will also be addressed.
  4. 4. SOCIAL MEDIA MARKETING REQUIRES A PLAN JUST LIKE “TRADITIONAL” MARKETING  It is critical to have a social strategy  As an Entrepreneur, YOU are your brand  You need to develop your personal brand Once you have developed your brand represent it consistently across the social media platforms Maintaining professionalism across all social media platforms
  5. 5. CRAFTING YOUR SOCIAL MARKETING STRATEGY 1. Choose the social media platform that you are the most comfortable with 2. Develop your brand and stay consistent across the board 3. Set up admins-Note that in order for the “voice” of the business to “sound” consistent it is a better practice to have a primary admin and a secondary to post time-sensitive information 4. Make a list for yourself and your admin(s) of what IS and what IS NOT acceptable to post 5. Use short cuts like posting to several networks at once from one console-the one that you are the most comfortable working in 6. Set goals for frequency 7. While social media is an effective marketing & personal branding tool, it is NOT just about self-promotion. It’s about sharing information that has value to others.
  6. 6. LET’S TALK ABOUT ENTREPRENEURS & PERSONAL BRANDING For example: The PID Brand.
  7. 7. FATHERDAUGHTER TEAM FINDS GOOD CHEMISTRY Feature article published April 18, 2013 in our hometown paper: The Barnstable Patriot We’re The PID Brand: @pidguy & @pidgirl
  8. 8. This is my father and business partner, Jack Driscoll. You might know him as @pidguy. If you’re Linked-In with him or Facebook friends with him, you’d know him as John Jack Driscoll Photo credit: M.Z. Hoffman We all know that no one who knows him Photo by M.Z. Hoffman really calls him “John”
  9. 9. PIDGUY: The man, the avatar and the innovation: the commercialization of the photoionization detector in 1973
  10. 10. How I Got My Job “Everyone has a story. We asked readers to tell us how they found their current jobs. We have posted their stories and photos below, in an effort to reveal helpful jobsearch strategies or provide encouragement for those struggling to find work”. –By Linda Wang HTTP://CEN.ACS.ORG/HOW-IGOT-MY-JOB.HTML#DRISCOLL
  11. 11. @pidgirl YOUR TWITTER PROFILE SETS UP THE EXPECTATION FOR FOLLOWERS OF WHAT YOU WILL BE TWEETING ABOUT Jennifer Maclachlan @pidgirl PID Analyzers is masterminded by a father/daughter team, specializing in analytical instrumentation. Enjoy running, yoga, chemistry outreach & community events
  12. 12. @pidguy BASED ON HIS TWITTER PROFILE: @PIDGUY WILL TWEET ABOUT PIDS, #NESACS RELATED TOPICS, INSTRUMENT DEVELOPMENT, NANOTECHNOLOGY AND STEM PROGRAMS @pidguy is an example of someone who has a presence on Twitter but doesn’t use Twitter to initiate the tweets from Our posts from the facbook.com/pidanalyzers page auto-populate to Twitter AND to Jack’s Linked-In This allows @pidguy to tweet from a comfortable social media platform: either Facebook OR Linked-In, while building a presence on all three platforms This is a critical step in crafting your social strategy: being comfortable with your social platform
  13. 13. HERE’S AN EXAMPLE OF A POST OF MINE ON PIDGIRL.TUMBLR.COM “If you saw me at #ACSPhilly, I probably looked like this unless you saw me plugged into a wall, sitting on the floor and live tweeting from an event”
  14. 14. Although I blog a lot about our Cape Cod Science Café on The Analyzer Source, my blog, I have a capecodsciencecafe.tumblr.com blog which details each café we’ve had since 2011 Tumblr is a simple and portable-can post from mobile devices & easily liveblog from it For entrepreneurs with limited time, this is an ideal starter blog platform Happy National Chemistry Week-by the way
  15. 15. GUESS WHO ALSO HAS A TUMBLR. THAT’S RIGHT, IT’S PIDGUY. pidguy.tumblr.com Again, it’s easy to use and accessible for posting from mobile devices. Ideal for entrepreneurs.
  16. 16. BE PATIENT. AND CONSISTENT. IT TAKES AWHILE TO BUILD YOUR FOLLOWING. This screen capture was generated for use in my Social Media in Science presentation at SERMACS, Richmond, VA November 2011
  17. 17. This slide is also from my 2011 SERMACS presentation. The 10,000 Facebook “hits” are what would today be referred to as “organic” as in “not paid”.
  18. 18. HERE’S OUR COMPANY FACEBOOK PAGE. 14,977 LIKES AND COUNTING We use our tagline on the page name so people know what we “do” facebook.com/pidanalyzers
  19. 19. FACEBOOK.COM/PIDANALYZERS Self-promotion: Our participation at #ACSNOLA Our community chemistryoutreach efforts Our friend winning an award at #ACSNOLA Participating in #realtimechem Sharing lab experiences on Twitter
  20. 20. November 2008 E-Newsletter Current E-Newsletter
  21. 21. SURVEY SHOWS SMALL BUSINESS OWNERS THINK LINKED-IN & TWITTER OFFER VALUE TO THEIR BUSINESS
  22. 22. I am currently serving my second year on the Constant Contact Small Biz Council In addition to serving on their Small Biz Council, I have participated in Market Research studies one-on-one at Constant Contact Headquarters in Waltham, MA
  23. 23. I HAVE A YOU TUBE BUT WE HAVE ONLY POSTED TRAINING VIDEOS TO DATE. VIDEO IS A GOAL OF OURS IN 2014.
  24. 24. Google+: I like it for super fast sharing. You don’t even have to say anything thoughtful about what you are sharing. Although you should if you can because it will make the post more searchable #SEO This was bare-minimum effort on my part but I got the #NERM2013 in there at least. This was a direct share and an example of promoting interesting stuff other people are doing.
  25. 25. Here’s a tweet about how @pidgirl uses #Pinterest tweeted during the Role and Value of Social Networking in Advancing the Chemical Sciences on the CINF track at #ACSindy
  26. 26. CONCLUDING ADVICE FOR THE ENTREPRENEURIAL SOCIAL MEDIA NOVICE  Find a social media mentor on each platform you are interested in developing-this should be someone in a similar industry  Watch for free or low cost workshops and or classes in your area on social media. Constant Contact does these as well as independent professionals  Read about social media! Social Media Examiner is a great resource  Sierra Tierra Marketing is another great resource-I went to her Pinterest class  Follow my Social Media board on Pinterest http://www.pinterest.com/pidgirl/social-media/
  27. 27. Join me in Honolulu in December 2015 for PACIFICHEM where I am organizing together with my team of organizers: Antony Williams | Kazuhiro Hayashi | David Martinsen | Brenna Arlyce Brown The Evolving Nature of Scholarly Communication: Connecting Scholars with Each Other and with Society (#173)

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