Social Media Boot Camp:
Facebook, Twitter, Pinterest, and Video

Amy Neumann
Director SEO/SEM/SMO
Northeast Ohio Media Gro...
Social Media Boot Camp
• What is the current social media landscape?
• Why does social media matter for businesses?
• Who,...
What is the Current Social Media Landscape?
“Social Media”

Humans tend to universally like certain things:
to be entertained, to learn, to save time, to
save money, ...
[Make People Feel Like They Do Watching This.]

https://www.youtube.com/watch?v=RP4abiHdQpc
Highlights -201 3 Social Media Users
•
•
•
•
•

Facebook: 1.15 BILLION (750 mm mobile)
YouTube: 1 Billion+
Twitter: 550 mi...
Visibility at All Times
• We “Share This”

• We talk about what we like (or don’t like)
Social Media Landscape Right Now
• Social media is the new “Word of Mouth”
• Things are discovered, reviewed, shared and
r...
People
• What do they see?
• Is your expertise
showing? Social
Media helps make
sure it is.

You and Your Company
Social Media Increases “Serendipity”
“If you want more luck, take
more chances.
Be more active.
Show up more often.” ~
Bri...
Conversational and Other-Focused
• Remember the “social” piece – the
more interactive, the more results

• Keep the conver...
10 Questions to Ask: Social Media Strategy
1. What’s our main goal behind social media?
2. Who should set up, maintain our...
It’s Art + Science
Facebook:
It’s Personal, and It’s Business
• Entertainment focus
• Photos increase
engagement by 84%
• Appeal broadly to
h...
Skittles:
Uses FB to connect with consumers in a goofy/quirky way—build customer relationships by
appearing non-corporate,...
Who Uses Facebook?
A Bit about Twitter
(Twitter also owns Vine)

https://business.twitter.com/success-stories
Twitter: @Claire’s Definition of “Tweet”
http://www.businessinsider.com/best-brands-to-follow-on-twitter-2013-9#
Who Uses Twitter?
It’s Easy to Start

http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
Twitter: Proactively Find Clients
[ https://twitter.com/search-advanced]
Pinterest

“Pinterest is a tool for collecting and organizing” and for
learning, tutorials, infographics, DIY, product
use...
http://webuildbuzz.com/buzz/everything-you-need-to-know-about-pinterest/
YouTube (Owned by Google):
Get Product Demos, Testimonials, Tutorials, and
Usage Ideas in Front of Buyers

http://www.jeff...
Blendtec
A champion in video marketing with a great YouTube channel where they house all
their "will it blend" videos and ...
LinkedIn: Brilliant for Networking
• Find buyers at target companies
• Be discoverable
• Keep your profile updated:
– Prof...
Instagram: Younger Demo,
Owned by Facebook
Google Plus
• Jump in now!
– 500 million people have joined
– Marketing is now focusing on G+ for 2013 and
beyond
– Increa...
Metrics and Measuring
• Use a platform like Hootsuite (or Radian6,
Vocus, Vitrue, Sysomos, ArgyleSocial, etc.)
to monitor ...
Recommended Resources
•
•
•
•
•
•
•
•
•
•
•
•
•
•

http://www.socialmediaexaminer.com
http://socialmediatoday.com/
http://...
Summary
• A majority of Americans now use Social Media
• SM can proactively create a new stream of clients, and
enhance cu...
Questions?
This presentation can be downloaded at http://slideshare.net/amyneumann
Amy Neumann
Director SEO/SEM/SMO

•

•

•

•

aneumann@cleveland.com
216.999.5746

Passionate fan of all things tech and m...
About Northeast Ohio Media Group

The Northeast Ohio Media Group is a
digitally-focused media company that
launched in Aug...
About Advance Publications and
Advance Digital
Founded in 1922 and currently #52 on the
Forbes list of America’s Largest P...
Social Media Bootcamp
Social Media Bootcamp
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Social Media Bootcamp

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This was originally presented by Amy Neumann at the 2013 COSE Small Business Convention.

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  • T
  • Love this!
  • Pinterest just added paid advertising! http://mashable.com/2013/10/09/pinterest-promoted-pins-live/
  • Might be good to note that your YouTube Channel and Google+ Page are connected (and your gmail account….they kind of force you to have google+!)
  • http://www.socialmediaexaminer.com/ http://socialmediatoday.com/ http://www.reelseo.com/ are my favorites to keep up with social media news This is a great cheat sheet for social media photo sizing: http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-dimensions-cheat-sheet-2013/
  • Social Media Bootcamp

    1. 1. Social Media Boot Camp: Facebook, Twitter, Pinterest, and Video Amy Neumann Director SEO/SEM/SMO Northeast Ohio Media Group aneumann@cleveland.com October 25, 2013
    2. 2. Social Media Boot Camp • What is the current social media landscape? • Why does social media matter for businesses? • Who, what, when, where, why and how: – Facebook – Twitter – Pinterest – YouTube – Other Sites and Resources
    3. 3. What is the Current Social Media Landscape?
    4. 4. “Social Media” Humans tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow. How does your strategy fit into the humanness of marketing?
    5. 5. [Make People Feel Like They Do Watching This.] https://www.youtube.com/watch?v=RP4abiHdQpc
    6. 6. Highlights -201 3 Social Media Users • • • • • Facebook: 1.15 BILLION (750 mm mobile) YouTube: 1 Billion+ Twitter: 550 million + Google Plus: 500 million + LinkedIn: 238 million + • Rising *Visual* Stars: Instagram ( 150 mm; owned by Facebook), Pinterest (70 mm) • 5.98 BILLION mobile devices globally http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/ http://www.mediabistro.com/alltwitter/45-social-media-stats_b49582
    7. 7. Visibility at All Times • We “Share This” • We talk about what we like (or don’t like)
    8. 8. Social Media Landscape Right Now • Social media is the new “Word of Mouth” • Things are discovered, reviewed, shared and recommended in real time • Credibility is developed by being visible as an expert • Familiarity and trust are created through ongoing interaction, in many places, many ways • Customer service is greatly enhanced by the ability to immediately interact and connect • Brands are expected to be on social media, and to present unique, exclusive content
    9. 9. People • What do they see? • Is your expertise showing? Social Media helps make sure it is. You and Your Company
    10. 10. Social Media Increases “Serendipity” “If you want more luck, take more chances. Be more active. Show up more often.” ~ Brian Tracy (good summary of Social Media)
    11. 11. Conversational and Other-Focused • Remember the “social” piece – the more interactive, the more results • Keep the conversation 80-90% about THEM and only 10-20% about your company • Sharing content that is helpful and useful to people who might buy your product will drive connections
    12. 12. 10 Questions to Ask: Social Media Strategy 1. What’s our main goal behind social media? 2. Who should set up, maintain our social media? 3. Should we be on all the big social media platforms? 4. Which social media is best for my type of business? (B2B? B2C?) 5. How often should we do updates? 6. What type of content should we post on each network? 7. Should we use social media for customer service? 8. How can we convert social media followers into customers? 9. How can we measure effectiveness/success? 10. What are the biggest mistakes to avoid? Adapted from http://www.entrepreneur.com/article/228324
    13. 13. It’s Art + Science
    14. 14. Facebook: It’s Personal, and It’s Business • Entertainment focus • Photos increase engagement by 84% • Appeal broadly to human interests • Contests and promotions do well* • Updates do not need to be about your company • Show your personality *Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, et c. are good options for running contests – FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php
    15. 15. Skittles: Uses FB to connect with consumers in a goofy/quirky way—build customer relationships by appearing non-corporate, meeting customers on a fun level. https://www.facebook.com/skittles
    16. 16. Who Uses Facebook?
    17. 17. A Bit about Twitter (Twitter also owns Vine) https://business.twitter.com/success-stories
    18. 18. Twitter: @Claire’s Definition of “Tweet”
    19. 19. http://www.businessinsider.com/best-brands-to-follow-on-twitter-2013-9#
    20. 20. Who Uses Twitter?
    21. 21. It’s Easy to Start http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
    22. 22. Twitter: Proactively Find Clients [ https://twitter.com/search-advanced]
    23. 23. Pinterest “Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/
    24. 24. http://webuildbuzz.com/buzz/everything-you-need-to-know-about-pinterest/
    25. 25. YouTube (Owned by Google): Get Product Demos, Testimonials, Tutorials, and Usage Ideas in Front of Buyers http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/
    26. 26. Blendtec A champion in video marketing with a great YouTube channel where they house all their "will it blend" videos and ask for requests for more things to blend. http://www.youtube.com/user/Blendtec
    27. 27. LinkedIn: Brilliant for Networking • Find buyers at target companies • Be discoverable • Keep your profile updated: – Professional photo – Current title and company – Succinct Summary including keywords – Complete history allows for faster networking – Add causes and volunteer work – Join relevant Groups and interact
    28. 28. Instagram: Younger Demo, Owned by Facebook
    29. 29. Google Plus • Jump in now! – 500 million people have joined – Marketing is now focusing on G+ for 2013 and beyond – Increasingly important from a local, social signal, and (SEO) search perspective . – G+ already affects SEO – especially locally – in a major way • Claim both your Google Plus and Google Plus Local (Google Places) Page to be Verified • http://www.google.com/+/business/get-started.html
    30. 30. Metrics and Measuring • Use a platform like Hootsuite (or Radian6, Vocus, Vitrue, Sysomos, ArgyleSocial, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened links • Shorten URLs (web addresses) with a link shortener (Hootsuite’s is built it, or try bit.ly or similar) – these track opens on links so you can determine which articles perform best • Monitor keywords like business name, products, and #hashtags in your industry
    31. 31. Recommended Resources • • • • • • • • • • • • • • http://www.socialmediaexaminer.com http://socialmediatoday.com/ http://mashable.com http://techcrunch.com http://www.reelseo.com/ http://www.socialbrite.org/sharing-center/tutorials/ http://mashable.com/guidebook/twitter/ http://help.linkedin.com/app/answers/detail/a_id/530 http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm http://support.google.com/plus/?hl=en https://business.twitter.com/success-stories https://www.facebook.com/business/success http://business.pinterest.com/success-stories/ http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizesdimensions-cheat-sheet-2013/ https://business.twitter.com/success-stories
    32. 32. Summary • A majority of Americans now use Social Media • SM can proactively create a new stream of clients, and enhance customer service for existing clients • Top SM sites to grow and maintain a client base are: – Twitter – Facebook (B2C) – LinkedIn (B2B) – YouTube – Google Plus – Pinterest – Instagram
    33. 33. Questions? This presentation can be downloaded at http://slideshare.net/amyneumann
    34. 34. Amy Neumann Director SEO/SEM/SMO • • • • aneumann@cleveland.com 216.999.5746 Passionate fan of all things tech and media for 19+ years with companies like Yahoo! and AT&T. Currently delighted to be at Northeast Ohio Media Group (NEOMG) doing everything Search & Social Often seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011 Let’s connect! Just Google me ;)
    35. 35. About Northeast Ohio Media Group The Northeast Ohio Media Group is a digitally-focused media company that launched in August 2013. We operate cleveland.com and the Sun News and are responsible for all multimedia ad sales and marketing for The Plain Dealer, Sun News and cleveland.com. We also provide content to The Plain Dealer, cleveland.com and the Sun News. Together we are the #1 source of news and information in Northeast Ohio, serving over 1.3 million readers in print and online. We deliver your audience wherever they are! 37
    36. 36. About Advance Publications and Advance Digital Founded in 1922 and currently #52 on the Forbes list of America’s Largest Private Companies, Advance Publications is a communications company whose leading media properties include more than 25 local newspapers, websites, mobile sites and apps; Conde Nast publications, websites, mobile sites and apps; Parade Publications, Fairchild Publications and American City Business Journals. In addition to reaching more than 18.9 million consumers every month, Advanced Digital is an authorized reseller and representative of Google, Yahoo! and Bing, and was recently recognized as the 2013 Microsoft Digital Marketing Partner of the Year. 38
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