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Social media marketing

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This is a presentation given to the Emerson College (Boston, Mass.) Publications Class on Nov. 20, 2013.

This is a presentation given to the Emerson College (Boston, Mass.) Publications Class on Nov. 20, 2013.

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  • 1. Social Media Marketing by Annie Lynsen of Small Act (Let the hilarity ensue.) Wednesday, November 20, 13
  • 2. What are we going to cover? Wednesday, November 20, 13
  • 3. What are we going to cover? Overview of social media Wednesday, November 20, 13
  • 4. What are we going to cover? Overview of social media Platforms Wednesday, November 20, 13
  • 5. What are we going to cover? Overview of social media Platforms Strategy Wednesday, November 20, 13
  • 6. What are we going to cover? Overview of social media Platforms Strategy Brand presence vs. campaigns Wednesday, November 20, 13
  • 7. What are we going to cover? Overview of social media Platforms Strategy Brand presence vs. campaigns Etiquette Wednesday, November 20, 13
  • 8. What are we going to cover? Overview of social media Platforms Strategy Brand presence vs. campaigns Etiquette Measurement Wednesday, November 20, 13
  • 9. What are we going to cover? Overview of social media Platforms Strategy Brand presence vs. campaigns Etiquette Measurement And (nonprofit) case studies Wednesday, November 20, 13
  • 10. Key takeaways Wednesday, November 20, 13
  • 11. Key takeaways Nobody can afford to ignore social media. Wednesday, November 20, 13
  • 12. Key takeaways Nobody can afford to ignore social media. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Wednesday, November 20, 13
  • 13. Key takeaways Nobody can afford to ignore social media. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for each organization. Wednesday, November 20, 13
  • 14. Key takeaways Nobody can afford to ignore social media. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for each organization. Listen, be nice, and measure everything. Wednesday, November 20, 13
  • 15. Socialnomics video http:/ /smallact.com/blog/ socialnomics-2013-video Wednesday, November 20, 13
  • 16. It’s not a communication change. It’s a cultural revolution. Wednesday, November 20, 13
  • 17. It’s not a communication change. It’s a cultural revolution. Wednesday, November 20, 13
  • 18. It’s not a communication change. It’s a cultural revolution. Wednesday, November 20, 13
  • 19. It’s not a communication change. It’s a cultural revolution. Wednesday, November 20, 13
  • 20. It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Wednesday, November 20, 13
  • 21. It’s not a communication change. It’s a cultural revolution. Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Wednesday, November 20, 13
  • 22. It’s not a communication change. It’s a cultural revolution. Facebook users have uploaded 250 BILLION photos since launch Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Wednesday, November 20, 13
  • 23. It’s not a communication change. It’s a cultural revolution. Facebook users have uploaded 250 BILLION photos since launch Total # of Facebook users: 1.15 BILLION # who check it daily: 699 MILLION Wednesday, November 20, 13
  • 24. Traditional media vs. Social media Wednesday, November 20, 13
  • 25. Traditional media vs. Social media Wednesday, November 20, 13
  • 26. Traditional media vs. Social media Wednesday, November 20, 13
  • 27. Traditional media vs. Social media Wednesday, November 20, 13
  • 28. In what ways are nonprofits using social media? Wednesday, November 20, 13
  • 29. In what ways are nonprofits using social media? Brand awareness Wednesday, November 20, 13
  • 30. In what ways are nonprofits using social media? Brand awareness Customer ser vice channel Wednesday, November 20, 13
  • 31. In what ways are nonprofits using social media? Brand awareness Customer ser vice channel Word-of-mouth campaigns Wednesday, November 20, 13
  • 32. In what ways are nonprofits using social media? Brand awareness Customer ser vice channel Word-of-mouth campaigns Building relationships with their donors/members Wednesday, November 20, 13
  • 33. How can social media be used (effectively) in marketing? Wednesday, November 20, 13
  • 34. How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness Wednesday, November 20, 13
  • 35. How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness “Humanize” the brand/give the brand personality Wednesday, November 20, 13
  • 36. How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness “Humanize” the brand/give the brand personality Offer better, on-the-spot customer service/responses to questions Wednesday, November 20, 13
  • 37. How can social media be used (effectively) in marketing? Get around advertising fatigue & ineffectiveness “Humanize” the brand/give the brand personality Offer better, on-the-spot customer service/responses to questions Find donors/members where they spend the most time Wednesday, November 20, 13
  • 38. But...does it get results? Wednesday, November 20, 13
  • 39. But...does it get results? No. Wednesday, November 20, 13
  • 40. But...does it get results? No. Wednesday, November 20, 13
  • 41. But...does it get results? Wednesday, November 20, 13
  • 42. But...does it get results? Maybe. Wednesday, November 20, 13
  • 43. But...does it get results? Maybe. Wednesday, November 20, 13
  • 44. But...does it get results? Wednesday, November 20, 13
  • 45. But...does it get results? Yes! Wednesday, November 20, 13
  • 46. But...does it get results? Yes! Wednesday, November 20, 13
  • 47. But...does it get results? Yes! Wednesday, November 20, 13
  • 48. But...does it get results? Yes! Wednesday, November 20, 13
  • 49. But...does it get results? Yes! Wednesday, November 20, 13
  • 50. What about nonprofits? HELPING HANDS: A local affiliate of the Oregon Food Bank sponsored a Thanksgiving fun run, Give N’ Gobble. The race director hired Bonfire Social Media to create a search optimized blog, Twitter and Facebook pages. The blog served as a platform for race news, interviews, photos and easy race registration. Donations increased by almost 50% versus the previous year; runners increased by over 25%; volunteers increased 2X; web traffic increased 76%; pages indexed by search engines increased by 150%. Wednesday, November 20, 13
  • 51. Platforms Where can you do stuff? Wednesday, November 20, 13
  • 52. Twitter Wednesday, November 20, 13
  • 53. What is Twitter? Wednesday, November 20, 13
  • 54. What is Twitter? Twitter is a website which lets you send and read messages called t weets. Wednesday, November 20, 13
  • 55. What is Twitter? Twitter is a website which lets you send and read messages called t weets. Tweets are text-based posts of up to 140 characters. Wednesday, November 20, 13
  • 56. What is Twitter? Twitter is a website which lets you send and read messages called t weets. Tweets are text-based posts of up to 140 characters. Users “follow,” or subscribe, to various people’s t weets so they can read their updates. Wednesday, November 20, 13
  • 57. http:/ /xkcd.com/1083/ Wednesday, November 20, 13
  • 58. Why bother? Wednesday, November 20, 13
  • 59. Why bother? Twitter has plenty of time for your organization. Wednesday, November 20, 13
  • 60. Why bother? Twitter has plenty of time for your organization. Twitter provides unique opportunities to connect with A-listers that other social net works don’t. Wednesday, November 20, 13
  • 61. Why bother? Twitter has plenty of time for your organization. Twitter provides unique opportunities to connect with A-listers that other social net works don’t. Wednesday, November 20, 13
  • 62. Why bother? Twitter has plenty of time for your organization. Twitter provides unique opportunities to connect with A-listers that other social net works don’t. Wednesday, November 20, 13
  • 63. Why bother? Twitter has plenty of time for your organization. Twitter provides unique opportunities to connect with A-listers that other social net works don’t. Do you want to create an account when times are good, or when a crisis hits? Wednesday, November 20, 13
  • 64. General Twitter strategy: Relationship cultivation Wednesday, November 20, 13
  • 65. General Twitter strategy: Relationship cultivation Relationships ➡ inspiration ➡ expanding your net work. Wednesday, November 20, 13
  • 66. General Twitter strategy: Relationship cultivation Relationships ➡ inspiration ➡ expanding your net work. Provide value to the masses, but speak to individuals as individuals when you can. Wednesday, November 20, 13
  • 67. General Twitter strategy: Relationship cultivation Relationships ➡ inspiration ➡ expanding your net work. Provide value to the masses, but speak to individuals as individuals when you can. Bottom line: More supporters, more money. Wednesday, November 20, 13
  • 68. Wednesday, November 20, 13
  • 69. What is Facebook? Wednesday, November 20, 13
  • 70. What is Facebook? Facebook is the world's most popular social net working website. Wednesday, November 20, 13
  • 71. What is Facebook? Facebook is the world's most popular social net working website. Users share “status updates,” pictures, videos, links, etc. Wednesday, November 20, 13
  • 72. What is Facebook? Facebook is the world's most popular social net working website. Users share “status updates,” pictures, videos, links, etc. The updates of your friends (and brands you follow) appear in your “News Feed.” Wednesday, November 20, 13
  • 73. http:/ /www.shoeboxblog.com/?p=1776 Wednesday, November 20, 13
  • 74. Why bother? Wednesday, November 20, 13
  • 75. Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). Wednesday, November 20, 13
  • 76. Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests. Wednesday, November 20, 13
  • 77. Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests. Can drive tons of traffic to your website. Wednesday, November 20, 13
  • 78. Why bother? Huge, highly-engaged audience (1.15 billion, 699 million check daily). User-friendly, inexpensive advertising you can target very specifically based on people’s demographics AND interests. Can drive tons of traffic to your website. Fun fact: 46% of millionaires are on Facebook, vs. 19% on LinkedIn Wednesday, November 20, 13
  • 79. General Facebook strategy: Daily, share-able posts Wednesday, November 20, 13
  • 80. General Facebook strategy: Daily, share-able posts Post a few times a week. Wednesday, November 20, 13
  • 81. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Wednesday, November 20, 13
  • 82. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Wednesday, November 20, 13
  • 83. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Wednesday, November 20, 13
  • 84. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Wednesday, November 20, 13
  • 85. General Facebook strategy: Daily, share-able posts Post a few times a week. Share links your audience will find useful. Use photos a LOT. Wednesday, November 20, 13
  • 86. Wednesday, November 20, 13
  • 87. http:/ /xkcd.com/918/ Wednesday, November 20, 13
  • 88. What is Google+? Wednesday, November 20, 13
  • 89. What is Google+? Combines best of Facebook (friending, news feed, multimedia sharing), with Tumblr & Twitter (one-sided sharing) and all the goodness of Google. Wednesday, November 20, 13
  • 90. Why bother? Wednesday, November 20, 13
  • 91. Why bother? SEO, SEO, SEO. Wednesday, November 20, 13
  • 92. Why bother? SEO, SEO, SEO. Integrates with all other Google products. Wednesday, November 20, 13
  • 93. Why bother? SEO, SEO, SEO. Integrates with all other Google products. Great way to reach tech-elite audience. Wednesday, November 20, 13
  • 94. Why bother? SEO, SEO, SEO. Integrates with all other Google products. Great way to reach tech-elite audience. Hangouts & Helpouts have interesting opportunities for connecting with stakeholders/clients. Wednesday, November 20, 13
  • 95. General Google+ strategy: Focus on SEO & experiment Wednesday, November 20, 13
  • 96. General Google+ strategy: Focus on SEO & experiment Add a +1 button to your blog/website. Wednesday, November 20, 13
  • 97. General Google+ strategy: Focus on SEO & experiment Add a +1 button to your blog/website. Post your latest blog posts on Google+ and participate in communities to drive traffic. Wednesday, November 20, 13
  • 98. General Google+ strategy: Focus on SEO & experiment Add a +1 button to your blog/website. Post your latest blog posts on Google+ and participate in communities to drive traffic. Experiment with Hangouts & Helpouts as a way to reach customers/members. Wednesday, November 20, 13
  • 99. Wednesday, November 20, 13
  • 100. What is LinkedIn? Wednesday, November 20, 13
  • 101. What is LinkedIn? LinkedIn is a professionally-driven social net work where you can share your resume and hopefully find a job. Wednesday, November 20, 13
  • 102. What is LinkedIn? LinkedIn is a professionally-driven social net work where you can share your resume and hopefully find a job. LinkedIn also features groups related to various professional interests, for net working purposes. Wednesday, November 20, 13
  • 103. And this is where I’d put a funny LinkedIn comic If I could find one! Wednesday, November 20, 13
  • 104. Why bother? Wednesday, November 20, 13
  • 105. Why bother? Brand engagement with LinkedIn is generally limited to ads and groups. You can do some status updates as a business but...these features aren’t welldeveloped. Wednesday, November 20, 13
  • 106. Why bother? Brand engagement with LinkedIn is generally limited to ads and groups. You can do some status updates as a business but...these features aren’t welldeveloped. BUT...LinkedIn has a different audience than other social net works, and is great if you want to reach folks who don’t spend a lot of time on Facebook, Twitter, etc. Wednesday, November 20, 13
  • 107. Also... Wednesday, November 20, 13
  • 108. Features to pay attention to Wednesday, November 20, 13
  • 109. Features to pay attention to Wednesday, November 20, 13
  • 110. Features to pay attention to Source: http:/ /blog.hubspot.com/blog/tabid/6307 /bid/31889/13-Brands-Using-LinkedIn-CompanyPage-Features-the-Right-Way.aspx Wednesday, November 20, 13
  • 111. Features to pay attention to “Showcase Pages work like less-robust Company Pages, giving major corporations likeMicrosoft the ability to create pages for niche divisions or business units, such as Microsoft Office or Xbox. Showcase Pages will be followable, meaning Microsoft can share Xbox content with LinkedIn users who have shown interest in the product, rather than every user who simply follows Microsoft.” Source: http:/ /mashable.com/2013/11/19/linkedin-showcase-pages/ Wednesday, November 20, 13
  • 112. General LinkedIn strategy: Groups, ads Wednesday, November 20, 13
  • 113. General LinkedIn strategy: Groups, ads Start a group related to your company (if large) and/or interest area. Keep the conversation going. Wednesday, November 20, 13
  • 114. General LinkedIn strategy: Groups, ads Start a group related to your company (if large) and/or interest area. Keep the conversation going. Try ads targeted at the sorts of folks you want to attract to your business. Wednesday, November 20, 13
  • 115. General LinkedIn strategy: Groups, ads Start a group related to your company (if large) and/or interest area. Keep the conversation going. Try ads targeted at the sorts of folks you want to attract to your business. Fill out your company page completely and keep it up-to-date regarding your products & ser vices. Wednesday, November 20, 13
  • 116. Wednesday, November 20, 13
  • 117. What is YouTube? Wednesday, November 20, 13
  • 118. What is YouTube? YouTube is Google’s video sharing site. Wednesday, November 20, 13
  • 119. http:/ /xkcd.com/920/ Wednesday, November 20, 13
  • 120. Why bother? Wednesday, November 20, 13
  • 121. Why bother? While creating videos can be tricky and more time-consuming than other social net works, videos give your company a unique opportunity to tell its story in a more tangible way. Wednesday, November 20, 13
  • 122. General YouTube strategy: Short, compelling, entertaining content Wednesday, November 20, 13
  • 123. General YouTube strategy: Short, compelling, entertaining content Optimum video time is 3 minutes or less. Shorter is better. Wednesday, November 20, 13
  • 124. General YouTube strategy: Short, compelling, entertaining content Optimum video time is 3 minutes or less. Shorter is better. Create content people want to watch. People do not want to watch commercials (unless they are very entertaining). Wednesday, November 20, 13
  • 125. General YouTube strategy: Short, compelling, entertaining content Optimum video time is 3 minutes or less. Shorter is better. Create content people want to watch. People do not want to watch commercials (unless they are very entertaining). Make it entertaining, moving, heartwrenching - whatever it takes to tell your story and get people to watch. Wednesday, November 20, 13
  • 126. Photo/short video sharing sites Wednesday, November 20, 13
  • 127. What are they? Wednesday, November 20, 13
  • 128. What are they? Instagram, Hipstamatic, Vine, Flickr, etc. Wednesday, November 20, 13
  • 129. What are they? Instagram, Hipstamatic, Vine, Flickr, etc. Allow users to share photos (and sometimes short videos) with friends and/or the world at large. Some offer the ability to add fun effects to your photos as well. Wednesday, November 20, 13
  • 130. http:/ /www.explosm.net/comics/2829/ Wednesday, November 20, 13
  • 131. Why bother? Wednesday, November 20, 13
  • 132. Why bother? Great chance to showcase “visual” brands (like restaurants, pet stores, etc.). Wednesday, November 20, 13
  • 133. Why bother? Great chance to showcase “visual” brands (like restaurants, pet stores, etc.). Short videos are HUGE. Vine & Instagram let you show videos easily viewable on mobile devices without wifi. Wednesday, November 20, 13
  • 134. Why bother? Great chance to showcase “visual” brands (like restaurants, pet stores, etc.). Short videos are HUGE. Vine & Instagram let you show videos easily viewable on mobile devices without wifi. Create real-time albums for events and allow others to contribute. Wednesday, November 20, 13
  • 135. General photo-sharing strategy: Target your audiences Wednesday, November 20, 13
  • 136. General photo-sharing strategy: Target your audiences Show your brand’s visual side Wednesday, November 20, 13
  • 137. General photo-sharing strategy: Target your audiences Show your brand’s visual side Experiment with short videos Wednesday, November 20, 13
  • 138. General photo-sharing strategy: Target your audiences Show your brand’s visual side Experiment with short videos Consider contests/real-time group photo sharing Wednesday, November 20, 13
  • 139. General photo-sharing strategy: Target your audiences Show your brand’s visual side Experiment with short videos Consider contests/real-time group photo sharing Engage in subcommunities Wednesday, November 20, 13
  • 140. Wednesday, November 20, 13
  • 141. What is it? Wednesday, November 20, 13
  • 142. What is it? Pinterest is a visually-driven site where people share pictures of things they like. Wednesday, November 20, 13
  • 143. What is it? Pinterest is a visually-driven site where people share pictures of things they like. They create “boards” (categories) of “pins” (items/photos/etc.). Wednesday, November 20, 13
  • 144. What is it? Pinterest is a visually-driven site where people share pictures of things they like. They create “boards” (categories) of “pins” (items/photos/etc.). People can search for keywords, hashtags, or browse categories like “Food and Drink,” “Men’s Fashion,” “Geek,” “Tattoos,” “Weddings,” etc. to find things to add to their boards, or upload their own pictures. Wednesday, November 20, 13
  • 145. https:/ /www.pinterest.com/pin/ 13721973834480302/ Wednesday, November 20, 13
  • 146. Why bother? Wednesday, November 20, 13
  • 147. Why bother? It’s really popular. By some measures, it’s the third most-popular social net work. Wednesday, November 20, 13
  • 148. Why bother? It’s really popular. By some measures, it’s the third most-popular social net work. It’s a way to reach people who may not spend a ton of time on other social net works. Wednesday, November 20, 13
  • 149. Why bother? It’s really popular. By some measures, it’s the third most-popular social net work. It’s a way to reach people who may not spend a ton of time on other social net works. It’s a net work driven by the ideas of inspiration and specific interests. Wednesday, November 20, 13
  • 150. Why bother? It’s really popular. By some measures, it’s the third most-popular social net work. It’s a way to reach people who may not spend a ton of time on other social net works. It’s a net work driven by the ideas of inspiration and specific interests. It’s a new (ideal) place to tell your story. Wednesday, November 20, 13
  • 151. Why bother? It’s really popular. By some measures, it’s the third most-popular social net work. It’s a way to reach people who may not spend a ton of time on other social net works. It’s a net work driven by the ideas of inspiration and specific interests. It’s a new (ideal) place to tell your story. Wednesday, November 20, 13
  • 152. Wednesday, November 20, 13
  • 153. General Pinterest strategy: Pretty, share-able content Wednesday, November 20, 13
  • 154. General Pinterest strategy: Pretty, share-able content Think pretty! Wednesday, November 20, 13
  • 155. General Pinterest strategy: Pretty, share-able content Think pretty! Think shareable! 80% of all pins are repins. Wednesday, November 20, 13
  • 156. General Pinterest strategy: Pretty, share-able content Think pretty! Think shareable! 80% of all pins are repins. Be very specific in board creation, i.e. “Breakfast recipes.” Wednesday, November 20, 13
  • 157. General Pinterest strategy: Pretty, share-able content Think pretty! Think shareable! 80% of all pins are repins. Be very specific in board creation, i.e. “Breakfast recipes.” Use hashtags. Wednesday, November 20, 13
  • 158. Other places to consider sharing Wednesday, November 20, 13
  • 159. Other places to consider sharing Foursquare Wednesday, November 20, 13
  • 160. Other places to consider sharing Foursquare Reddit Wednesday, November 20, 13
  • 161. Other places to consider sharing Foursquare Reddit Vimeo Wednesday, November 20, 13
  • 162. Strategy Gettin’ it done Wednesday, November 20, 13
  • 163. Questions to ask before you do anything Wednesday, November 20, 13
  • 164. Questions to ask before you do anything What do we want to get out of this? Wednesday, November 20, 13
  • 165. Questions to ask before you do anything What do we want to get out of this? Who is our audience (and which net works do they use)? Wednesday, November 20, 13
  • 166. Questions to ask before you do anything What do we want to get out of this? Who is our audience (and which net works do they use)? What stories resonate for our audience? Wednesday, November 20, 13
  • 167. Questions to ask before you do anything What do we want to get out of this? Who is our audience (and which net works do they use)? What stories resonate for our audience? What/who do we need in place to start? Wednesday, November 20, 13
  • 168. How do you get started building a brand presence? Wednesday, November 20, 13
  • 169. How do you get started building a brand presence? Listen Wednesday, November 20, 13
  • 170. How do you get started building a brand presence? Listen Engage Wednesday, November 20, 13
  • 171. How do you get started building a brand presence? Listen Engage Test Wednesday, November 20, 13
  • 172. How do you get started building a brand presence? Listen Engage Test Wash, rinse, repeat Wednesday, November 20, 13
  • 173. Brand- building vs. campaigns Wednesday, November 20, 13
  • 174. Brand- building vs. campaigns Brand-building Wednesday, November 20, 13
  • 175. Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Wednesday, November 20, 13
  • 176. Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Wednesday, November 20, 13
  • 177. Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Wednesday, November 20, 13
  • 178. Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Campaigns Wednesday, November 20, 13
  • 179. Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Campaigns Mostly short-term gains, possible long-term gains Wednesday, November 20, 13
  • 180. Brand- building vs. campaigns Brand-building Fewer short-term but more long-term gains Establishes a “voice” Builds trust Campaigns Mostly short-term gains, possible long-term gains Quick acquisition of followers & buzz Wednesday, November 20, 13
  • 181. Think of it like “The Rocky Horror Picture Show” Wednesday, November 20, 13
  • 182. Think of it like “The Rocky Horror Picture Show” Audience participation is key. Wednesday, November 20, 13
  • 183. Think of it like “The Rocky Horror Picture Show” Antici...pation works. Wednesday, November 20, 13
  • 184. Think of it like “The Rocky Horror Picture Show” Show your favorite obsession: Strive to be a thought leader. Wednesday, November 20, 13
  • 185. Think of it like “The Rocky Horror Picture Show” “Don’t dream it, be it!” Take risks! Wednesday, November 20, 13
  • 186. Good brands (examples) Wednesday, November 20, 13
  • 187. Good brands (examples) Wednesday, November 20, 13
  • 188. Good brands (examples) Wednesday, November 20, 13
  • 189. Good brands (examples) Wednesday, November 20, 13
  • 190. Wednesday, November 20, 13
  • 191. Wednesday, November 20, 13
  • 192. Wednesday, November 20, 13
  • 193. Wednesday, November 20, 13
  • 194. Wednesday, November 20, 13
  • 195. Wednesday, November 20, 13
  • 196. Wednesday, November 20, 13
  • 197. Good brands (examples) Wednesday, November 20, 13
  • 198. Wednesday, November 20, 13
  • 199. Wednesday, November 20, 13
  • 200. Wednesday, November 20, 13
  • 201. Wednesday, November 20, 13
  • 202. Wednesday, November 20, 13
  • 203. Wednesday, November 20, 13
  • 204. Wednesday, November 20, 13
  • 205. Wednesday, November 20, 13
  • 206. Wednesday, November 20, 13
  • 207. Etiquette Wednesday, November 20, 13
  • 208. Etiquette Humanize your profile Wednesday, November 20, 13
  • 209. Etiquette Humanize your profile Be personal Wednesday, November 20, 13
  • 210. Etiquette Humanize your profile Be personal Contribute Wednesday, November 20, 13
  • 211. Etiquette Humanize your profile Be personal Contribute Content is king! Wednesday, November 20, 13
  • 212. Etiquette Humanize your profile Be personal Contribute Content is king! Rarely ask others for promotion Wednesday, November 20, 13
  • 213. Etiquette Humanize your profile Be personal Contribute Content is king! Rarely ask others for promotion Do promote other’s content (12:1 rule) Wednesday, November 20, 13
  • 214. Etiquette Humanize your profile Be personal Contribute Content is king! Rarely ask others for promotion Do promote other’s content (12:1 rule) Keep it relevant Wednesday, November 20, 13
  • 215. Measurement Wednesday, November 20, 13
  • 216. Measurement Start tracking, right from the start: Wednesday, November 20, 13
  • 217. Measurement Start tracking, right from the start: URL clicks (bit.ly) Wednesday, November 20, 13
  • 218. Measurement Start tracking, right from the start: URL clicks (bit.ly) Interactions (ret weets, comments, @’s, “likes”) Wednesday, November 20, 13
  • 219. Measurement Start tracking, right from the start: URL clicks (bit.ly) Interactions (ret weets, comments, @’s, “likes”) Followers Wednesday, November 20, 13
  • 220. Measurement Wednesday, November 20, 13
  • 221. Measurement Analyze: Wednesday, November 20, 13
  • 222. Measurement Analyze: What content are people responding to? Wednesday, November 20, 13
  • 223. Measurement Analyze: What content are people responding to? What times/days am I getting the most traction? Wednesday, November 20, 13
  • 224. Measurement Analyze: What content are people responding to? What times/days am I getting the most traction? What conventions seem to get attention? (length of message, type of message, platforms, etc.) Wednesday, November 20, 13
  • 225. Measurement Wednesday, November 20, 13
  • 226. Measurement Then: Wednesday, November 20, 13
  • 227. Measurement Then: Replicate your success Wednesday, November 20, 13
  • 228. Measurement Then: Replicate your success Avoid repeating failures Wednesday, November 20, 13
  • 229. Measurement Then: Replicate your success Avoid repeating failures Continue experimenting Wednesday, November 20, 13
  • 230. Measurement Wednesday, November 20, 13
  • 231. Measurement Which tools to use? Wednesday, November 20, 13
  • 232. Measurement Which tools to use? Composing/tracking tools (Hootsuite) Wednesday, November 20, 13
  • 233. Measurement Which tools to use? Composing/tracking tools (Hootsuite) Listening tools (Tweetdeck) Wednesday, November 20, 13
  • 234. Measurement Which tools to use? Composing/tracking tools (Hootsuite) Listening tools (Tweetdeck) Audience sentiment tools (Radian6) Wednesday, November 20, 13
  • 235. Measurement Which tools to use? Composing/tracking tools (Hootsuite) Listening tools (Tweetdeck) Audience sentiment tools (Radian6) Campaign-specific tools (and number of Facebook campaign/contest addons) Wednesday, November 20, 13
  • 236. A bit about personal branding Wednesday, November 20, 13
  • 237. A bit about personal branding Wednesday, November 20, 13
  • 238. A bit about personal branding Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing. Wednesday, November 20, 13
  • 239. A bit about personal branding Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing. Share career/project accomplishments. Wednesday, November 20, 13
  • 240. A bit about personal branding Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing. Share career/project accomplishments. Ask questions and reach out to people you want to connect with professionally. Wednesday, November 20, 13
  • 241. A bit about personal branding Balance: Be real, but be professional. Share personal things you wouldn’t mind your future boss seeing. Share career/project accomplishments. Ask questions and reach out to people you want to connect with professionally. Live-t weet from relevant conferences. Wednesday, November 20, 13
  • 242. A bit about personal branding Check out this blog post: http:/ / www.socialnomics.net/2013/11/19/ being-authentic-and-geeking-out-onsocial-media/ Wednesday, November 20, 13
  • 243. Wrap up: Key takeaways Wednesday, November 20, 13
  • 244. Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Wednesday, November 20, 13
  • 245. Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Wednesday, November 20, 13
  • 246. Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for you. Wednesday, November 20, 13
  • 247. Wrap up: Key takeaways You can’t afford to ignore social media in your marketing efforts. Social media rocks, but it’s not a silver bullet. Like any other marketing effort, you have to use it well to be effective. Each net work has its own strengths and strategies, and they may not all be right for you. Listen, be nice, and measure everything. Wednesday, November 20, 13
  • 248. Question time & thanks! Wednesday, November 20, 13 Find me online: annie@smallact.com smallact.com/blog gplus.to/smallact gplus.to/alynsen @smallact @thinklynsen

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