Use your existing email lists, direct mail and personal contacts to promote your Page and begin building your fan base. Ask your contacts to like your Facebook Page to stay connected to your business for updates. Leverage your existing marketing Add a Facebook logo with a call to action on your in-store signs, newsletters, emails, fliers, menus and business cards. Install social plug-ins which are buttons you can place on your website to encourage interactions and Page likes
Encourage visitors to like your Page by working with a developer to create a special landing page tab. Partner with other brands or local organizations to create co-promotions and encourage viral sharing with incentives. When you mention a person or organization you are connected to in a post on Facebook, type the @ symbol, begin typing the name, and then choose them from the dropdown menu. Your post will automatically post to their Wall. Install a Like box on your homepage and a link on your newsletters and emails to drive people to your Facebook Page. When people check-in at your business, the post will appear in their friends’ News Feeds and provide additional exposure for your business. Facebook Ads are the best way to build awareness of your Page and drive new fans. Sponsored Stories harness the power of recommendations, and they’re a great way to spread your content further. Stories are served to friends of those who have liked your Page or your content. Facebook offers tools to help you analyze what’s happening on your Facebook Page so you can monitor key metrics, get insights about who visits your Page and what they do on it, and develop a plan to get more fans and increase interactions. Download the Facebook Insights Guide for an in-depth look at how to use the free tools available to you on Facebook.
Social Media Marketing & SEO Basics
Social Media & SEO Basics
Introduction• Face Forward Media is a full-service Internet marketing firm, specializing in Search Engine Marketing & Optimization, Web Development, and Sales & Conversion Consulting.
Social Media Overview• Why is social media important? – Connect with and engage target audience – Build company credibility & personality – Company updates, news, reviews, experiences – Maximize online presence
Presentation Overview• Today, we will cover: – Twitter • How to utilize Twitter with best practices – LinkedIn • How to use LinkedIn to build a network – Blogging • Why blogs are effective for SEO – Facebook • How to promote activity and client connections – Google+ • Search Engine meets Social Media
Twitter Overview• Twitter is a micro-blogging site that allows users to broadcast content in the form of “Tweets”.• Originally designed for text-messaging platforms, “Tweets” are public messages consisting of 140 characters or less.• Collectively, your “Tweets” form a timeline, which other Twitter users can “Follow” to stay up to date with your content.• Twitter allows businesses to quickly and easily share valuable information in a real-time setting.• Businesses should also utilize Twitter to build an online personality through sharing engaging content that initiates conversation.
Twitter• The significance of Twitter… – 9th most popular website in the world – 106 million active users – 200 million Tweets per day – 460,000 new Twitter accounts created everyday – 25% of users follow a brand • 67% of brand followers will purchase that specific brand – Dell reported $3M+ in revenue in 2007 due to Twitter
Twitter• How to use Twitter – How to set up an account • Visit www.twitter.com • Under “New to Twitter?” enter name, email, and password • Confirm your email address • Complete your profile by adding your bio, location, and picture under “Settings” • Be sure to add www.ecolink.com to your profile! • Begin posting tweets!
Twitter• Tweet Features – #hash tags • #’s are inserted into Tweets before relevant keywords to emphasize them for Twitter Search For example, “The Best Industrial #Degreasers And #Solvents." – @mentions and @replies • Place an @ before any username on Twitter to target other users For example, “@EcolinkInc – Industrial #Degreasers and #Solvents" – ReTweets • Use the RT button located below Tweets to quickly share another user’s Tweet with your followers
Twitter• Best Practices – Share relevant up-to-date information about your business. – Initiate conversation by using your Tweets to ask questions, or directing comments to other users. – Reference your website’s content and blog posts in your Tweets, and provide links to relevant pages. – Relate current events to your business. This is an excellent way to generate discussion. – Use the “Search” function to find other users and tweets similar to your business, and engage with them to build a network. – Develop “Tweet Variety”: don’t only post links or @ replies, and do not post too many similar types of tweets consecutively. – Use your voice and be unique. Don’t duplicate content!
LinkedIn Overview• LinkedIn is a Social Media site designed for professionals.• For individuals, LinkedIn serves as an online resume displaying professional experience and other related career information, as well as a hub for managing and expanding your professional network.• For companies, LinkedIn is a valuable resource for the following: – Establishing credibility by information contained in online profile – Displaying the company’s employees and network – Allowing others to follow your company’s developments and offerings – Resourcing experts in your field, and developing a professional network – Utilizing the internal Job Posting feature for hiring professionals in your industry
LinkedIn• Significance – Statistics • Largest professional network on the Internet • 120 million members in over 200 countries – Roughly 56% of users are outside of USA • 2 billion searches on LinkedIn in 2010 • Most represented industries are hi-tech, finance, and manufacturing • Able to view users visiting your company profile, who is following your page, the industry, careers, promotions, etc.
LinkedIn• Basic LinkedIn Features – Manage your contacts and connections – Create or join Groups – Search for, or post Jobs – Follow company pages – Share news with your contacts
LinkedIn• How to use LinkedIn – Set up an account – Basic vs. Premium – Adding Contacts – Joining Groups – Company Pages
LinkedInWith a Basic Account…•Build & maintain a large professional network•Find & reconnect with colleagues and classmates•Request/provide recommendations•Create professional presence on web•Search for/view Profiles of other users•Receive unlimited InMails•View 100 results per search•Get weekly alerts/updates on up to 3 searches
Premium Accounts for Businesses Premium Accounts for Businesses
LinkedInAdd Contacts and Make Connections•Use your Email list to find connections on LinkedIn•Browse colleagues’ networks to find more connections•Maintain connections with your classmates•“People You May Know” suggests users based on yourexisting network and credentials.
LinkedInJoin Groups•Use the groups directory – Enter Specific Keywords; i.e. degreasers, Solvents, industrial chemicals – Browse categories: Alumni, Corporate, Conference, Networking, Nonprofit, Professional, Other – Use “Groups You May Like” to consider suggestions•Create a Group – For networking with contacts who have similar interests – Post company updates, promotions, job listings, articles, etc.
LinkedInCompany Pages•Provide information on products andservices, job opportunities, andcompany culture•Can be followed by any LinkedInmember, similar to “Fans” on Facebook•Company Pages are searchable byLocation, Job Opportunities, Industry,Company Size, Number of Followers,Fortune, etc.
LinkedInNews•LinkedIn Today – Integrated with Twitter and StumbleUpon – Latest updates, news, information, headlines from multiple industries – Sources include CNN, New York Times, Bloomberg, NPR, Wall Street Journal, Mashable, Entrepreneur, BBC, AllThingsD.com, Business Week, CNBC, Forbes, and many more•Save and share articles with contacts, group members,and company followers
LinkedInApplications•Enrich company or personal profile•Share and collaborate within your network: – Events • Find conferences, local meet-ups, seminars your contacts are attending – Blog Link • Connect a company or personal blog to a LinkedIn profile – Tweets • Twitter account integration with LinkedIn
SEO Overview• Search Engine Optimization is important to… – Ensure visibility of your website, products, and services. – Drive targeted traffic to informative content – Convert browsers into buyers Blogs play an integral role in Search Optimization
Blogging and SEO• Significance – Blogging is an excellent way to add engaging content to your site, regularly. – Search engines tend to favor sites that are periodically updated with valuable content. – Blog posts can “inter-link” related content throughout your site, guiding the reader as well as the search engines
Blogging and SEO• Statistics – Statistics • Websites with blogs attract 55% more visitors • …have 97% more inbound links, which search engines use to determine your site’s importance • …and have 434% more indexed pages, which means more web “real estate”, leading to better chances of being “found” in the search engines
Blogging and SEO• Basic Blog Optimization – Ideally, a single post should be 400-600 words. – Write concisely, and focus on a single topic. Posts can cover multiple topics when necessary. – Develop a regular posting schedule.
Blogging and SEO• How to optimize your blogs – Create Keyword-rich Content – Identify and incorporate key words and phrases that will help people find your post in search engines. – Use Keywords, and related keywords in your post titles, URLs, tags, category, and content • Focus on themes or niche topics, covering a wide range of information across many posts. • DO: Use links in your blog to direct the reader to related information contained throughout your site • DO NOT: Over-use linking. Ideally, each post should contain 2-3 links: one directed to your home page, and another to a page within your site.
Blogging and SEO• Best Practices Checklist – Post regularly – Approximately 400-600 words – Specific, relevant, targeted topics; one topic per post – Compelling content; engage readers – Use keywords, key phrases – Avoid duplicating content – Clean formatting: use relevant images & concise language
Facebook Overview• Founded February 4, 2004 by Mark Zuckerberg• Free social networking with friends, family, and coworkers• Personalized news feeds, profile pages, applications• Share photos, events, videos, groups, pages, messages• 800+ million active users
Facebook OverviewSignificance of Facebook•Enormous global reach – 70% of the Facebook user baseresides outside the USA•Most visited social networking site on the Internet•72% of the U.S. web audience is on Facebook•48% of young Americans get their daily news throughFacebook•200 million people access Facebook via mobile deviceeveryday, and are twice as active as non-mobile users•Facebook generates 770 billion page views per month
FacebookFacebook Business Pages• Create a page for a company, local business, brand, or product• Reach out to customers in a more personal way to build relationships and create opportunities• Post company or product updates, share company information, promote special deals or events
FacebookMaximizing Your Facebook Page3.Start the conversation4.Expand your fan base5.Analyze and optimize
FacebookStart the Conversation• Know your business; create a unique voice, bring your brand story to life in a compelling, authentic, and personal way• Know your customers; who are they? How will they connect with your company? What content is important and engaging?• Know your goals; define the relationship you want with your customers, prioritize your goals to help develop a strategy
FacebookBest Practices for Posting• Find the right rhythm for posting; know when and how often your customers what to hear from you• Set aside 5-10 minutes each day to monitor your page and post updates• Be conversational, personal, and authentic.• Share videos, photos, links, and other information about your business, your community, and your customers
FacebookStart the Conversation• Share news and exclusive content• Encourage fan participation with clear calls-to-action• Reward fans with special discounts and promotions• Handle negative feedback honestly and openly• Develop a conversational calendar; post content when engagement is highest• Start building connections using email lists, personal contacts, and coworkers• Leverage your existing marketing strategy by adding the Facebook logo
FacebookExpand Your Fan Base• Encourage visitors to like your Page• Partner with other brands or local organizations• Expand the reach of your posts• Use social plug-ins on your website• Encourage physical check-ins at your business• Promote with ads and Sponsored StoriesAnalyze and Optimize using the free Facebook Insights tool
Google+ Overview“Real-life sharing, rethought for the web.”• Makes connecting on the web more like connecting in the real world• Create specific “Circles” of contacts with whom you will share certain information• Play games, video or group chat, create “Hangouts” with circles• “+1” and share articles, photos, videos, and information• Customize your profile and company page
Google+ OverviewSignificance of Google+• 90+ million users• One of the fastest growing social network sites• Posts, shared information will be archived in search index for years to come• Increase your chances for being found on Google SERPs
Google+Features• +1 button• Profiles & Pages• Circles & Streams• Games, Chat, and Hangout• Photos & Videos• Search• Account Settings and Privacy• G+ for Mobile
Google+Features• +1 button – Publicly recommend pages across the web – Share with certain Circles – Improve Google Search experience – Similar to “Like” or “Share” on Facebook• Profiles & Pages – Represent yourself and your company on Google products across the web – Photos, videos, Bio, contact information, links to other sites
Google+Features• Circles & Streams – Organize everyone according to real-life social connections • i.e., Family, Friends, Coworkers, Clients, Colleagues, etc. – You will have the option to share specific information with certain circles – Define which Circles will appear in your Stream to customize your feed • Similar to Facebook’s “News Feed” – Limit visibility of certain posts
Google+Features• Games, Chat, and Hangout – Start conversations and interact with friends surfing the web – Use live video chat – Coordinate plans, work on projects, set meetings• Photos & Videos – Upload photos and videos to your profile, tag people in your circles – Appear in Posts on your stream and on streams of people in your circles
Google+Features• Search – Results in Google+ search are delivered from: • Google+ posts - including both public posts and posts shared with you • People – results from people’s suggestions • Sparks – Trending content found elsewhere on the Web• Account Settings and Privacy – Adjust notification settings, visibility limitations, and sharing options• G+ for Mobile – Available on Droid, iPhones, and Blackberry – Share locations, instantly upload photos, get updates, check into a place
Conclusion- Use Social Media and Blogging to compliment each other.- Create unique content on each platform, and inter-link.- Do not duplicate content.- Always link social media profiles back to your company website.- Use keywords related to your business that people would use to find your products and services.- Post Blogs regularly, maintaining a schedule is beneficial for SEO.