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  • Social Media Strategy should always be growing.
    Expanse of Social Media Site involvement
    Extensive connections across SM sites and your website
    Conversations about you and your brand across social environments
    The problem isn't how do we get it to grow; but how can we grow in the right direction.
    It’s a marathon not a sprint
    The Process that companies are viewed by people through Social Media
    Presence - How large or a Presence do you have in Social Media?
    Trusted Resource -Do people trust you as a quality resource?
    Authority - Will people share what you have to say with others?
    Relationship - How often do you wow your followers with a personal connection?
  • Presence
    Evaluate your current presence
    Do you have a website?
    What Social Media sites are you currently on?
    How frequently are you involved with those sites?
    What features on those sites do you use the most?
    What features do you use infrequently?
    Are there sites you think you should be involved in but aren't? Or don't know how?
  • Trusted Resource
    Develop an information sharing strategy
    What information do you offer?
    How often will you share information?
    General tips
    Make producing quality content your highest priority.
    90/10 rule
    What information do you share?
    Is it timely, relevant?
    Is it worth a person's time?
  • Authority
    Do they share you?
    Do you get Retweeted on Twitter?
    Do people suggest your Facebook page to friends?
    Does someone write a blog article about you or an event that you put on?
  • Relationship
    Reach out to people.
    Engage
    Do more than just connect your blog feed to Social sites
    Don't work more in any one medium than another
    Interact
    When appropriate respond and ask questions of people.
    If it get personal or into detail take the conversation to personal communication
    DM on twitter
    Email
    Phone
    Listen
    Check your sites often and especially throughout the day.
    Leaving things unchecked could be disastrous
  • Facebook
    56% - Women
    44% - Men

    Twitter
    55% - Women
    45% - Men

    LinkedIn
    45% - Women
    55% - Men

    MySpace
    51% - Women
    49% - Men
  • Social Media Growth Rates
    Pew Research
    18-29 – 13%
    30-49 – 27%
    50-64 – 88%
    65+ – 100%
  • A website or part of a website.
    They're known for being incredibly flexible
    Time relevant information is able to be shared in an easy scalable format
    Makes it easy to update your website
    Many people get a website, but don't update it or update it frequently.
    If you don't update people don't want to visit frequently
    We'll talk later about how this effect search engines
    Blogs are an excellent way to keep your website up to date simply and fresh for readers
    You can easily share information
    This makes it easier for you to let people read your sites through email, or a blog reader
    It also makes it easier to sign your blog up to different services
    Put your posts as notes on Facebook
    Auto-publish them to Twitter
  • There are several parts to a blog
    Pages
    Posts
    Plug-ins
  • Why blog?
    Blogging creates authenticity
    It shows your business in a new light
    It helps your customers better understand your business
    It can also show how to better use your products
    Blogging can create better search opportunities.
  • Started at Harvard in 2004
    Put the college experience on the Internet
    Primarily geared towards college students
    It was 18 months after it opened that it opened to everyone

    EdgeRank
    Is the algorithm that Facebook uses to float information to the top of your screen
  • Facebook Main Page
  • Facebook Profile Page
    Profiles
    Everyone gets one profile
    If you happen to get more than one profile and Facebook finds out about it they will drop both of them.
    Private in nature
    You must share a connection between two parties
  • New Facebook Groups
    Are designed to be connections between several individuals around a topic or common connection.
    These have been completely revamped recently
    New group chat
    Email notification
    Email Posting
    Documents
    Many features disappear after 250 group members
  • Friendship Page
    Shows you the connection links between two individuals
  • Facebook Community Pages
    These are intended to be hubs to see communication.
    You can suggest a Wikipedia page
    You can suggest an official Facebook page
  • Facebook Pages are the main technique used for businesses
    Post regularly on the wall
    Whole point is to ignite conversations
    Connect your blog to the page so new posts show up as a link
    I would not recommend connecting your twitter to the page
    Its possible, but I wouldn’t
    If you post frequently people will not want to read your posts on Facebook, and might "unlike"
    Your posts might not float to the top as well
    Spend time on your profile picture
    Consider using all the space for your profile picture
    And Make sure that you have something to crop to for your square picture
    Custom
    Have a custom tabs as the first page makes a new visitor your page 50% more likely to click the "Like" button
    Having something that asks a person to click the "Like" button also adds an additional 25% likelihood of clicking the "Like" button.
    Engage in conversations
    Make sure to check back in on your Facebook page for comments at least daily.
  • Strategy
    Develop a Facebook page
    Consider adding a custom tab (Ryan will talk about this soon)
    Develop a posting strategy
    What types of things will you post here?
    How often will you post?
    Engage on a very regular basis
    "Like" community pages so that you will see when some talks about your business across Facebook
    Suggest a Wikipedia article for your community pages
    Suggest your Official Facebook page for your community page
  • History
    Developed in 2002 opened to the public in 2003 as a professional social network.
    It has 80,000,000 members
    Half are in the US
    How the site works
    It is probably the most true social networking site on the web
    It allows you to see how people are connected to you.
    It will even allow you to pay an extra fee to see more levels of connections
    The idea being that people could share their networks online.
    So if you needed a lawyer and I knew one you could search for a local lawyer and see the one's I know.
    It took what we do everyday in business and put it online.
  • LinkedIn Profile
    Every individual who signs up receives a profile page and is encouraged to fill it out.
    Profile pages looks like a resume
    Allows you to connect a blog, twitter account to the page.
  • Company Profiles
    Each company has the ability to create a maintain a company profile.
    People can Follow your company on LinkedIn and get specific updates
    As a measure of standing you want people to follow your company profile on LinkedIn
    It will notify them with news about you company.
    Product and service release s and such.
    The first person the make the profile is the executer of the company profile.
    They must add you for you to make edits to the page.
    Possible to get around this, but it is a lengthy process.
    You can show open jobs
    You can now show Products and Services
  • LinkedIn Groups
    Thousands of groups exist on LinkedIn
    With just about as many topics.
    You could easily join one and follow the topics and conversations through email or any other way you wish.
    These are great ways to develop relationships among people in your field.
    You will have competitors in there, but if you are focused on the soft sell and are building relationships you'll fare much better.
    If a group doesn't exist in your field or you would like to create a group on a more specific topic you can do that as well.
    This is nice because you can once per week you have the ability to send out a message to all the people in the group.
    Again soft sells only people will flee very fast if they smell an agenda
    You could showcase some topics that are going on to increase participation
    You could invite people to an event that you'll be attending that's related to the group topic
  • LinkedIn Answers
    People have the ability to ask questions on LinkedIn - it's really a great place to find answer from professionals.
    Users who ask questions can select the best answers.
    The user whose answer is selected gets listed as having 1 Best answered question
    This is a great way to improve your professional and business's reputation.
  • Strategy
    Develop a Facebook page
    Consider adding a custom tab (Ryan will talk about this soon)
    Develop a posting strategy
    What types of things will you post here?
    How often will you post?
    Engage on a very regular basis
    "Like" community pages so that you will see when some talks about your business across Facebook
    Suggest a Wikipedia article for your community pages
    Suggest your Official Facebook page for your community page
  • History
    Developed in 2002 opened to the public in 2003 as a professional social network.
    It has 80,000,000 members
    Half are in the US
    How the site works
    It is probably the most true social networking site on the web
    It allows you to see how people are connected to you.
    It will even allow you to pay an extra fee to see more levels of connections
    The idea being that people could share their networks online.
    So if you needed a lawyer and I knew one you could search for a local lawyer and see the one's I know.
    It took what we do everyday in business and put it online.
  • ach post is unique and its own page and therefore can be indexed by search engines.
    Long-tail Keywords
    Long-Tail Keywords
    They aren't long keywords or key phrases, but when you look at a graph of your search hits from most searched for terms to least searched for terms the smaller ones you'll find a Long-Tail in the graph.
    If you develop a strategy to attack keywords that people are looking for you can become an authority on greater search terms
    If a post gets two search hits per month and you have a 1000 blog posts you now have 2,000 extra hits per month.
    Eventually the pages that get a few hits in total bring in more traffic than your main couple of pages
    Consistent addition of content
    Websites are not brochures or posters
    Many sites sit and don't change
    Search engines will rank you lower if you site stays stagnate for long periods of time
    A blogging strategy allows your site to stay fresh and current
  • Consistent writing can create consistent readers
    Many consistent readers can create a community.
    Consistent readers count you as an authority.
    Consistent readers will share your content.
    Engage with commenters
    Be ready to answer questions
    Respond to negative comments appropriately
    Don't be afraid to add to a conversation that's happening
  • Develop a blogging strategy
    Who will post?
    How often will you post?
    Who is in charge of editing?
  • Design a blog
    Keep it similar to your current webpage
    Put in on your webpage
    i.e. www.example.com/blog
    This is better for SEO
    Stay consistent
    Develop a plan for vacations and holidays
    Get a head by a couple of weeks
  • Early 1960s from National Science Foundation / Military Research

    1991 – World Wide Web project made the internet we know today a reality
    Web 1.0 – Online Brochures
    Static Simple websites
    Blinking Text

    Web 2.0 – coined phrase in 1999 User-Centered Content
    Backend Integration
    Content Syndication

    Web 3.0 – Lots of different ideas, but the one that seems most plausible is to layer the web across physical space
  • Layar
  • Geo-Location services simply share your location on the internet.
    FourSquare
    Allows you to share your location with friends
  • Strategy
    Usually when you claim your business you'll be able to add things like your webpage, twitter, blog account
    Great for SEO if you have links going back to your site.
    Some will even let you put your logo on it.
    Offer specials
    It might just give you a competitive edge
  • Early 1960s from National Science Foundation / Military Research

    1991 – World Wide Web project made the internet we know today a reality
    Web 1.0 – Online Brochures
    Static Simple websites
    Blinking Text

    Web 2.0 – coined phrase in 1999 User-Centered Content
    Backend Integration
    Content Syndication

    Web 3.0 – Lots of different ideas, but the one that seems most plausible is to layer the web across physical space
  • Strategy
    Develop a Facebook page
    Consider adding a custom tab (Ryan will talk about this soon)
    Develop a posting strategy
    What types of things will you post here?
    How often will you post?
    Engage on a very regular basis
    "Like" community pages so that you will see when some talks about your business across Facebook
    Suggest a Wikipedia article for your community pages
    Suggest your Official Facebook page for your community page
  • Strategy
    Develop a Facebook page
    Consider adding a custom tab (Ryan will talk about this soon)
    Develop a posting strategy
    What types of things will you post here?
    How often will you post?
    Engage on a very regular basis
    "Like" community pages so that you will see when some talks about your business across Facebook
    Suggest a Wikipedia article for your community pages
    Suggest your Official Facebook page for your community page
  • Design a blog
    Keep it similar to your current webpage
    Put in on your webpage
    i.e. www.example.com/blog
    This is better for SEO
    Stay consistent
    Develop a plan for vacations and holidays
    Get a head by a couple of weeks
  • Strategy
    Usually when you claim your business you'll be able to add things like your webpage, twitter, blog account
    Great for SEO if you have links going back to your site.
    Some will even let you put your logo on it.
    Offer specials
    It might just give you a competitive edge
  • 110910 demographics

    1. 1. Basic Social Media Strategy Organize Your Tools What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    2. 2. EVER EXPANDING Social Media Strategy
    3. 3. Presence
    4. 4. Trusted Resource
    5. 5. Authority
    6. 6. Relationship
    7. 7. Social Demographics Where Should You Spend Your Time? What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    8. 8. WHO IS USING SOCIAL MEDIA? Social Demographics
    9. 9. bygender
    10. 10. byage
    11. 11. byage 0 - 17 18 - 34 35 - 49 50+
    12. 12. TWITTER Social Demographics
    13. 13. 1.8 Million new accounts per day
    14. 14. Lady Gaga has the most followers with 7,021,633
    15. 15. 24% of Twitter users have 0 followers
    16. 16. 19% have at least 10 followers
    17. 17. 36% of Twitter followers have more following them than they follow
    18. 18. 97% of Twitter users have less than 100 followers
    19. 19. 81% of Twitter users are following less than 100 people
    20. 20. 41% of Twitter users haven't tweeted since they opened their account
    21. 21. FACEBOOK Social Demographics
    22. 22. 500 Million Users World-Wide
    23. 23. Approximately 150,000,000 US Users
    24. 24. 2nd Most visited website in the world
    25. 25. HAS 130 FRIENDS Average User:
    26. 26. SPENDS 46 MINUTES PER DAY ON FACEBOOK Average User:
    27. 27. CONNECTED TO 80 COMMUNITY PAGES, EVENTS AND GROUPS Average User:
    28. 28. CREATES 90 PIECES OF CONTENT EACH MONTH Average User:
    29. 29. YOUTUBE Social Demographics
    30. 30. 2,000,000,000 VIDEOS PER DAY WATCHED
    31. 31. 52% OF PEOPLE SHARE A VIDEO DAILY
    32. 32. EVERY 00:01:00 = 24:00:00 OF VIDEO UPLOADED
    33. 33. LINKEDIN Social Demographics
    34. 34. 80,000,000 MEMBERS
    35. 35. 40,000,000 MEMBERS OUTSIDE U.S.
    36. 36. NEW MEMBER EVERY 00:00:01
    37. 37. EXECUTIVES FROM ALL FORTUNE 500 COMPANIES ARE MEMBERS
    38. 38. AVERAGE INCOME FOR USERS IS $104,000 PER YEAR
    39. 39. Blogging I What is a Blog and How Does it Work? What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    40. 40. BASICS Blogging
    41. 41. Why Blog? Creates Authenticity Better SEO
    42. 42. Facebook Techniques How to Utilize Facebook for Business What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    43. 43. OVERVIEW Facebook Techniques
    44. 44. Facebook Strategy Develop a Facebook Page for your business Develop a Posting Strategy Engage on a Regular basis “Like” Community Pages
    45. 45. LinkedIn Techniques How to Utilize LinkedIn for Business What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    46. 46. OVERVIEW LinkedIn Techniques
    47. 47. LINKEDIN GROUPS LinkedIn Techniques
    48. 48. ANSWER QUESTIONS IN YOUR AREA OF EXPERTISE LinkedIn Answers
    49. 49. LinkedIn Strategy Create and Maintain a Company Profile Participate in a Group Answer Questions
    50. 50. Blogging II Why Blogging is a Great Idea for Every Business What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    51. 51. SEARCH ENGINE OPTIMIZATION Blogging II
    52. 52. Each Post Becomes its Own Page
    53. 53. COMMUNITY BUILDING Blogging II
    54. 54. STRATEGY Blogging II
    55. 55. Blogging Strategy Who Will Post? Design a Blog Stay Consistent
    56. 56. Geosocial A Glimpse of Web 3.0 What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    57. 57. BRIEF HISTORY OF THE INTERNET Geosocial
    58. 58. Geo-Location • Foursquare – Earn points and badges – Check-in style – Share location on twitter/Facebook • Gowalla – Earn points and badges – Check-in style – Share media on twitter/Facebook • Facebook Places – Check-in Style – Share location on Foursquare/Gowalla • Google Latitude – Tracking Style – Shows position of your GPS device on a map.
    59. 59. Getting Ahead of the Game
    60. 60. Geosocial Strategy Add Your Business To These Services Get Involved
    61. 61. Basic Social Media Strategy Leaving This Room What’sinitforyou? Pinnacle Joel Wolfgang @joel_wolfgang Social Media Consultant November 9, 2010
    62. 62. REVIEW Basic Social Media Strategy
    63. 63. Facebook Strategy Develop a Facebook Page for your business Develop a Posting Strategy Engage on a Regular basis “Like” Community Pages
    64. 64. LinkedIn Strategy Create and Maintain a Company Profile Participate in a Group Answer Questions
    65. 65. Blogging Strategy Who Will Post? Design a Blog Stay Consistent
    66. 66. Geosocial Strategy Add Your Business To These Services Get Involved
    67. 67. Basic Strategy Presence Trusted Resource Authority Relationships

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