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Social media marketing overview for small business owners to learn more about Facebook, LinkedIn and Pinterest. Includes marketing strategy development tips, content sourcing and best practices.

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  • If you are going to put your brand online, you have to know who to share it with and who your audience is.
  • Find a voice for your brand and be that personality.Even without ads, you can plan to spend dedicated time and resources.Be consistent! How do your personal relationships function? SM is to refer people BACK to your site. Use that as a “base” for content and keep bringing them there. Makes Google happy too!
  • Imagine who will be your social media conversation partner – your ideal client.
  • Imagine who will be your social media conversation partner – your ideal client.
  • Imagine who will be your social media conversation partner – your ideal client.
  • Imagine who will be your social media conversation partner – your ideal client.
  • Why do we post?Network with others.Keep the conversation two-way.Give fans tools to become advocates.http://www.forbes.com/sites/deborahljacobs/2013/02/15/social-media-marketing-how-to-turn-satisfied-customers-into-brand-advocates/
  • Why do we post?Network with others.Keep the conversation two-way.Give fans tools to become advocates.http://www.forbes.com/sites/deborahljacobs/2013/02/15/social-media-marketing-how-to-turn-satisfied-customers-into-brand-advocates/
  • Defining what your audience wants takes planning, time and trial-and-error. I recommend having a basic plan so you can follow-up with what worked/didn’t. Don’t be afraid to go for it!- Great for content, networking, shows client you are connected.Content from all over about whatever topics you search for. It’s like an automatic, constant Google searchExcellent way to get traffic back to your site and increase SEOOthers: collect, curate, report on a conference you attended, share opinion, just start writing!http://www.jeffbullas.com/2013/02/13/why-you-should-steal-content/
  • Topical: already relevant news worth sharing that fits your market. Nice cuz it’s like double exposure. Curate: bring together resources your fans will find interesting. 1) you are generating and creating your content by borrowing from othersShareable: you want to give fans something they WANT to share. Oreo did this amazingly well in their “Daily Twist” campaign by incorporating topical content into images of their product (The Mars Rover Landing is shown below).http://www.jeffbullas.com/2013/01/04/a-powerful-two-step-system-to-increase-the-value-of-your-facebook-community/http://mashable.com/2012/08/30/improve-facebook-edgerank/
  • Visual: pictures really are worth 1,000 words in SM. Poll picture/design options. Ask them to caption a picture. Caption a picture 5.5XExpressive/personal: show your humanity and personality. Welcome new fans. Wish happy holidays. Things they experience, you experience with them.Target-specific: Look at Insights to see who your fans are and post to themFill in the blank gets 4X more comments than average. Also let’s you hear what people are saying. Get their feedback.http://www.jeffbullas.com/2013/01/08/how-to-improve-your-marketing-accuracy-with-facebook-hyper-targeting/http://mashable.com/2012/08/30/improve-facebook-edgerank/http://mashable.com/2012/09/28/marketers-facebook-wrong/http://www.jeffbullas.com/2013/01/04/a-powerful-two-step-system-to-increase-the-value-of-your-facebook-community/http://mashable.com/2012/08/30/improve-facebook-edgerank/
  • Offer: they share with friends, get more fans. When polled, FB users said offers was a top reason they follow a brand. Visual: show your products and in actionTarget-specific: Look at Insights to see who your fans are and post to themhttp://www.jeffbullas.com/2013/01/04/a-powerful-two-step-system-to-increase-the-value-of-your-facebook-community/http://mashable.com/2012/08/30/improve-facebook-edgerank/
  • http://heartifb.com/2012/12/14/blogging-tip-11-questions-to-ask-before-your-post-goes-live/A lot of the same goes for Twitter.
  • Be consistent! How do your personal relationships function? Don’t have time to cover all these in-depth tonight.BENEFITS are: awareness, trust, advocacy and a community. High-value customers. http://www.forbes.com/sites/deborahljacobs/2013/02/15/social-media-marketing-how-to-turn-satisfied-customers-into-brand-advocates/
  • Close accounts that are inactive. Have one account per network. Don’t blast your fans.
  • http://mashable.com/2012/09/28/marketers-facebook-wrong/
  • http://socialtimes.com/the-best-days-to-post-to-facebook-by-industry_b114380
  • Not generic website titlesLink to your profilePost updated with #
  • Impression is picture and 120 words about you. That is what has to sell you.http://www.jeffbullas.com/2013/03/13/four-smart-strategies-to-help-you-engage-with-more-of-the-right-people-on-linkedin/
  • B2B
  • http://www.entrepreneur.com/video/225973 More than just pictures. SM tool to help customer find you. mix of boards. Not just about your business.
  • http://www.entrepreneur.com/video/225973Be creative. What is inspiring MAY involve your brand, but not be sales pitchy. Post like a catalogue or products in action. Both!Add your personal interests if fitting to your brand
  • http://www.entrepreneur.com/video/225973 More than just pictures. SM tool to help customer find you. mix of boards. Not just about your business. http://www.jeffbullas.com/2012/12/03/10-strategic-ways-to-optimize-your-pinterest-page-infographic/
  • # of followers cuz most who follow contributors will end up following this board too!Do this after you are following a lot so you have people to invite.http://www.jeffbullas.com/2013/03/04/how-to-use-pinterests-group-boards-to-get-more-exposure-for-your-business/Users who follow your boards contributors will then automatically follow your board. Follower doesn’t equal contributor
  • http://www.jeffbullas.com/2013/03/18/how-can-your-business-benefit-from-pinterests-new-analytics-tool/What we learn: who is pinning my content? Which content is being pinned right now? What’s most popular?
  • Boticca online, worldwide jewelry traced sales, averages sales, conversions and engagement of 50,000 FB/Pin visitors. http://www.jeffbullas.com/2012/05/11/5-insights-on-facebook-vs-pinterest-in-driving-sales-infographic/
  • Facebook LinkedIn Pinterest

    1. 1. Facebook LinkedIn Pinterest Marketing your business on social media
    2. 2. Social Media Marketing Social meets Marketing How businesses benefit The reality of it
    3. 3. What is social media marketing?• Social media is interactions among people in which they create, share and exchange info and ideas in virtual communities and networks.• Marketing is the action or business of promoting and selling products or services.• Social media marketing is interacting with people by creating, sharing and exchanging info to promote your business.
    4. 4. Social media’s role for business• Marketing• Networking• Maintaining relationships• Creating brand advocates• Modern day word-of-mouth• Establish a reputation for your brand• Online presentation affects buyers decisions
    5. 5. Let’s be realistic• Social media marketing is social.• It’s not free.• This is a long-term investment of building trust with your audience.• Websites/blogs are still necessary!• You don’t need to be on every network.
    6. 6. Strategy Development Who is my audience? What is my product? Why should they buy it? How do I measure success?
    7. 7. Who is my social media audience?• Where do they live? Work? Play? Hang out online?• What language(s) do they speak?• How old are they?• Customers? Potential customers? Businesses?• What services are they most interested in?• What might they call these services/search for?
    8. 8. Who are my competitors?• Where are they present – online and in real life?• What language(s) do they communicate in?• How established are they?• Who do they target – consumers or businesses?• What services do they (not) offer?• How easy are they/their products to find by searching?
    9. 9. What is my product or service?• What makes it unique?• What problems does it solve?• What are the selling points? – High quality / 100% guarantee – Locally produced – Custom made to order
    10. 10. Why do they need me and my product?• Why do my customers need this product or service?• Why should they purchase this product or service from me?• Why is my product / service better than the others? Answer these questions for them in your marketing efforts.
    11. 11. How do I measure success?• How many more people visit my website?• How many products sold?• How many new clients have signed up? – For the service – For the newsletter – Have liked my page• How my social media engagement has changed: – Likes, shares, clicks, etc.
    12. 12. Best practices: Content Sourcing content Types of content to post General guidelines
    13. 13. Goal of postingWe want what we post (owned media) to be played forward and reposted by our audience (earned media) so that the amplification continues and ripples.
    14. 14. Goal of postingRipples move people to our website.
    15. 15. Sourcing content Find content your audience wants without focusing on the sale.• Follow other thought leaders and repost what they post “Good artists borrow, great artists steal.” – Picasso• Set-up Google Alerts Follow the• Pictures and video!• Your blog 70 – 20 – 10 Rule• Your experiences
    16. 16. 70% of content is…Industry related or generally relevant • Topical • Curate news items • Shareable • “Newsjacking”
    17. 17. 20% of content is…Engaging with fans and being social with personality • Call to action: like, comment, read, share, click… • Visual • Expressive/personal • Target-specific • “Fill in the blank” posts
    18. 18. 10% of content is…Promoting your brand, making the sale • Offers, discounts • Visual • Target-specific • All about you
    19. 19. Before you post…• Who is my reader and will they like it?• Does the title make me want to click and read?• Have I used keywords, tags, @ mentions, links appropriately?• Is this post timely?• Am I using the right network(s)?• Should I repeat the post?• Check the spelling and grammar• Give credit when reposting
    20. 20. Rules to follow1. Don’t sell too fast - relationships matter2. Give it time - ROI is gradual and you will need time to see the benefits3. Make sure your brand has an online voice and you stay true to your ID4. Social media marketing is not a single solution - customer service, product and other marketing matters too5. Have a plan, direction, goal, expected outcome, know what you are measuring
    21. 21. Being a good social media citizen1. Like/follow those who support your business2. Create original content3. Good, bad and ugly of comment control4. Follow policies and rules5. Don’t over do it
    22. 22. Posting on FacebookBest day: Weekends. Avoid mid-week. Best time of day: NightTime and target posts when possible. One to two posts a day means 19% higher engagement rates than posting three or more posts.Measure success by viewing Insights.
    23. 23. Best days to post on Facebook per industry M T W Th F S SuAdvertising/Consulting  Automotive   Clothing/Fashion  Consumer Packaged   GoodsEntertainment   Finance   Food/Beverage   General Retail Health/Beauty  Non Profits  Publishing Sports Technology  Telecommunications   Travel/Leisure   
    24. 24. LinkedIn Profile Network profile Public profile• Complete all the info • Customize your profile using keywords link with your name:• Connect with other http://www.linkedin.c professionals, comment, om/pub/ashley- recommend, endorse ringger/25/588/187 skills • Choose what you want• Customize website titles from network profile• Follow competitor’s to show pages
    25. 25. LinkedIn Networking Strategy• Make an impression – a good one!• Be an expert / thought leader• Use relevant keywords• Be visual with videos and pictures• Update and comment effectively in groups and with others
    26. 26. Low-cost marketing tips• Keep page updated with company news• Share general updates via profile• SEO and keywords• Links in email signature• “Follow” link on website• Apps to enhance experience• Paid ads and company page upgrades
    27. 27. Pinterest• Pinning is more than just pictures• Descriptions with hashtags• URL to original source – Your website!• Interesting content for your market Follow the 40 – 40 – 20 Rule
    28. 28. The Rule40% motivational/inspirational40% educational/informational 20% service/product
    29. 29. Optimizing Pinning• Start with secret boards• Have fun naming them• Search terms and branch out• Use keywords and hashtags• 20-25 boards with 8-10 pins each• Get followers and follow back, like, repin• Add Pinterest “follow” and “pin” to website• Start a group board
    30. 30. Group Boards• Organize ideas and bring people together• Boost your number of followers• More followers = more repins = more site traffic• Contributors create content for you• Engage and start a conversation• Group Boards offer: – Collaboration – Planning – Promotion – Networking – Authority
    31. 31. Latest news: Analytics1. Verify website2. Activate Pinterest’s new look3. Analytics option will appearMeasures: pins, repins,impressions and clicks foryour created content
    32. 32. Facebook vs. Pinterest Facebook PinterestTotal spent $85 $180Influence on sale 7% 10%New users 57% 86%Engagement NA 65% less than FBConversion rates NA 51% lower than FB Pinterest earns more money. Facebook earns more attention.
    33. 33. Key Takeaways Have a plan.Know how to measure success. Create a business personality. Speak your clients’ language. Be active and engaging. Create and contribute. Socialize.
    34. 34. Brain stormingCreating promotional hype