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Let’s Get Social! 
How Effectively Using Social Media 
in the Workplace Helps Your 
Brand and Bottom Line 
2014 Lancaster ...
1. About Web Talent Marketing 
2. Social Media in the Workplace 
3. Social Media Platforms 
4. Content Counts! 
5. Moving ...
About Web Talent 
Marketing
• Founded in 2008 
• 20 employees 
• Served as speakers at a variety of 
national conferences 
• Our thoughts have been fe...
Erica Brandt – Online PR Specialist 
Emily Long – Online PR Specialist
Social Media 
in the 
Workplace
• Important for media 
relations 
• Growing popularity and role 
in purchasing decisions 
• Used by brands and 
employees ...
• More than half of U.S. population will use social networks at least monthly this year 
• Social media sites are most lik...
• Public Relations 
• Customer Service 
• Client Retention 
• Loyalty Building 
• Collaboration 
• Networking 
• Thought L...
• Boundaries in the workplace 
-Pros and Cons of allowing employees to be active on social 
media 
• What should be posted...
• What are your goals on social media? 
– Sell Products? 
– Promote Content? 
– Accrue Likes and Followers? 
– Dialogue wi...
• What SHOULD your goals be on social media? 
– It’s about building relationships, not pushing 
products/services. 
– Gain...
Platforms
• There is no “one size fits all” platform; It’s important 
to choose what is right for you and your audience. 
• Play to ...
Network Recommended Businesses 
Facebook Everyone, as long as there is interesting 
and relevant content 
Twitter Marketin...
• 829 Million Daily Actives 
• 654 Million Mobile Daily Actives 
• 1.32 Billion Monthly Actives 
• Remains the preferred s...
• Clicks to website – Create ads to encourage people to visit 
your website 
• Page post engagement – Create ads that boos...
Newsfeed Ad Example Right-Side Ad Example
• Operates world’s largest professional 
network on Internet 
• Used as a recruitment tool for jobseekers 
• More than two...
• Sponsored Content and Company Updates 
– Sponsor existing or new content to reach a wider audience 
• Media Advertising ...
• The ‘Real Time’ network providing 
consumers up to the minute news. 
• 78% of Twitter users active on mobile 
• 271 mill...
Ellen’s Oscars selfie was the most 
retweeted message of all time according 
to The Guardian
• Promoted Account 
– The ads are featured in Twitter search results and within the Who To 
Follow section 
• Promoted Twe...
• 540 million active users 
• Essential for SEO 
• Used to build brands 
• A must for bloggers
• 2nd Largest search engine in the world 
• More than one billion unique users 
each month 
• 100 hours of video uploaded ...
• YouTube Search 
– Ads will appear upon searches 
• YouTube Videos 
– Ads will appear before/within videos 
Ad Before a V...
• Bookmarks for Content 
• Over 70 Million Users 
• 30+ Billion Pins 
• Drives More Referral Traffic than Twitter and Redd...
• Promoted Pins for Brands: Appear in category and search 
results on Pinterest.com and mobile apps.
• Mobile App Only 
• 200 Million Monthly Actives 
• Over 20 Billion Photos Shared 
• 1.6 Billion Daily Likes 
• 60 Million...
• Sponsored Photos and Videos
• 16 active social media networks 
• More are being developed each day 
Source: thesocialmediahat.com
• Content (what kind of content, voice of the brand) 
• Schedule (time of day, day of the week) 
• Management (monitoring ...
• Set Goals 
– Business goal alignment 
– Manageable & measureable 
• Create a Content Strategy 
– Answer: how, when, what...
• Pick the channels that fit your demographic 
• Write original content 
• Do not post in offensive language 
– Remember: ...
Network Posting Frequency 
Facebook 4-7/week 
Twitter Multiple times a day (spaced in between 
or in a related series) 
Go...
• What happens when your ‘hot’ network turns ‘cold’? 
• Reevaluate and prioritize goals
• Monitoring accounts 
• Responding to 
comments/inquiries 
• Using social media for customer 
service
• Using Social Media 
for Customer Service
• Handling a Twitter Crisis
• Brand Blunders
Content Counts!
• How do you create and post engaging content? 
– Give people what they want 
– Find new, creative ways of communicating i...
• Facebook Content
• YouTube Content
• Instagram 
Content 
(aoki boutique)
• Instagram 
Content 
(GE)
• Custom Pinterest Board Images 
Birchbox
• Boards can be organized by color, occasion, season, garment/product, meal, etc. 
The Knot
• Twitter Cards
• LinkedIn Content
• Google+ Content
• Google+ Content
• Sometimes things go viral
• HootSuite 
• Facebook Analytics 
• Twitter Analytics 
• Pinterest Analytics 
• Iconosquare 
• YouTube Analytics 
• Socia...
You can’t have one without 
the other… 
Content fuels social media, 
social media shares your content 
Social helps define...
Moving Forward
• Social media is rented property 
• Main goal is to get audience to your website and build your 
brand
Remember this?
• Social media defines life 
and friendship 
• 81% of Millennials are on 
Facebook
• News consumption 
through social media 
• Changes to networks 
occurring every day
• Connecting with customers 
• Build a brand and interacting with the media 
• Importance in public relations
• Reaching journalists 
with Twitter
• Social media matters! 
• Set goals and create a strategy 
• Post interesting content and interact with followers 
• Rema...
Questions? 
Let’s Chat! 
Twitter: /webtalentmktg @webtalentmktg 
LinkedIn: /company/web-talent-marketing 
Facebook: /webta...
2014 Lancaster Chamber of Commerce Business Expo
Services: 
Web Design & Development 
Search Engine Optimization 
Paid Search Management 
Conversion Rate Optimization 
Ema...
Our raffle winner will receive 
3 months of complimentary social media consultation 
erica@webtalentmarketing.com 
emily@w...
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line
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Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line

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Facebook, Twitter, Pinterest, LinkedIn, Instagram, the list goes on and on. Social media is moving away from a “new” media and moving into “traditional” media because it is a marketing staple for every brand. How often should businesses post and engage with followers? What is the most effective platform to use for a social media campaign? Is Facebook really going out of style? This presentation has useful tips and tricks to help you step up your game.

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Let's Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line

  1. 1. Let’s Get Social! How Effectively Using Social Media in the Workplace Helps Your Brand and Bottom Line 2014 Lancaster Chamber of Commerce Business Expo
  2. 2. 1. About Web Talent Marketing 2. Social Media in the Workplace 3. Social Media Platforms 4. Content Counts! 5. Moving Forward
  3. 3. About Web Talent Marketing
  4. 4. • Founded in 2008 • 20 employees • Served as speakers at a variety of national conferences • Our thoughts have been featured in numerous publications • Staff members certified in Google AdWords, Google Advanced Display, Google Analytics, Bing Ads, Hubspot, Conversion Rate Optimization and MORE. • Web Talent is a Google Adwords Certified Partner Awards & Certifications
  5. 5. Erica Brandt – Online PR Specialist Emily Long – Online PR Specialist
  6. 6. Social Media in the Workplace
  7. 7. • Important for media relations • Growing popularity and role in purchasing decisions • Used by brands and employees on a professional and personal level
  8. 8. • More than half of U.S. population will use social networks at least monthly this year • Social media sites are most likely to be used to promote brands and products according to U.S. buyers • Facebook is the top social commerce site worldwide, but other networks have come into play as well • Smartphone users check Facebook 14 times a day on average Sources: eMarketer and NBC News
  9. 9. • Public Relations • Customer Service • Client Retention • Loyalty Building • Collaboration • Networking • Thought Leadership • Crisis Management • Recruitment
  10. 10. • Boundaries in the workplace -Pros and Cons of allowing employees to be active on social media • What should be posted? • Examples?
  11. 11. • What are your goals on social media? – Sell Products? – Promote Content? – Accrue Likes and Followers? – Dialogue with Your Audience?
  12. 12. • What SHOULD your goals be on social media? – It’s about building relationships, not pushing products/services. – Gain mind share and increase brand loyalty – Brand advocacy leads to referrals
  13. 13. Platforms
  14. 14. • There is no “one size fits all” platform; It’s important to choose what is right for you and your audience. • Play to your business’s strengths
  15. 15. Network Recommended Businesses Facebook Everyone, as long as there is interesting and relevant content Twitter Marketing, new tech, consumer brands Google+ EVERYONE but primarily Marketing, Sales, Business Professionals LinkedIn B2B, Manufacturing, Technology, Finance Pinterest Household products, clothing retailers, food (grocery & restaurants), beauty & health YouTube Service providers, consumer products Instagram Retailers, artists, food & beauty
  16. 16. • 829 Million Daily Actives • 654 Million Mobile Daily Actives • 1.32 Billion Monthly Actives • Remains the preferred social network for teens ages 12-17 according to a recent Forrester study
  17. 17. • Clicks to website – Create ads to encourage people to visit your website • Page post engagement – Create ads that boost your posts and increase likes, comments and shares • Event responses – Create ads to promote your event • Offer claims – Create ads to promote offers you created
  18. 18. Newsfeed Ad Example Right-Side Ad Example
  19. 19. • Operates world’s largest professional network on Internet • Used as a recruitment tool for jobseekers • More than two new members per second • Students/recent college graduates are fastest growing demographic • Build thought leadership
  20. 20. • Sponsored Content and Company Updates – Sponsor existing or new content to reach a wider audience • Media Advertising – Reach a targeted audience with ads featuring text, images or video Media Advertising Example: Image Ads Content Advertising Example: Sponsored Post
  21. 21. • The ‘Real Time’ network providing consumers up to the minute news. • 78% of Twitter users active on mobile • 271 million monthly active users • Primary ‘second screen’ network where real-time conversations about TV & events takes place
  22. 22. Ellen’s Oscars selfie was the most retweeted message of all time according to The Guardian
  23. 23. • Promoted Account – The ads are featured in Twitter search results and within the Who To Follow section • Promoted Tweets – Promoted Tweets appear directly in the timeline among non-paid tweets • Promoted Trends – Promoted trends are featured next to the users timeline on Twitter.com among the organic Twitter trends
  24. 24. • 540 million active users • Essential for SEO • Used to build brands • A must for bloggers
  25. 25. • 2nd Largest search engine in the world • More than one billion unique users each month • 100 hours of video uploaded every minute • Testimonials, product reviews, how-to guides and tours
  26. 26. • YouTube Search – Ads will appear upon searches • YouTube Videos – Ads will appear before/within videos Ad Before a Video
  27. 27. • Bookmarks for Content • Over 70 Million Users • 30+ Billion Pins • Drives More Referral Traffic than Twitter and Reddit Combined • Pinterest for Business
  28. 28. • Promoted Pins for Brands: Appear in category and search results on Pinterest.com and mobile apps.
  29. 29. • Mobile App Only • 200 Million Monthly Actives • Over 20 Billion Photos Shared • 1.6 Billion Daily Likes • 60 Million Photos Per Day on Average
  30. 30. • Sponsored Photos and Videos
  31. 31. • 16 active social media networks • More are being developed each day Source: thesocialmediahat.com
  32. 32. • Content (what kind of content, voice of the brand) • Schedule (time of day, day of the week) • Management (monitoring comments, interaction with customers)
  33. 33. • Set Goals – Business goal alignment – Manageable & measureable • Create a Content Strategy – Answer: how, when, what – Information + Promotions + News + Images/Video • Geographic Location • Measure
  34. 34. • Pick the channels that fit your demographic • Write original content • Do not post in offensive language – Remember: ALL CAPS are offensive • Who should be in charge of content vs. who is in charge of content
  35. 35. Network Posting Frequency Facebook 4-7/week Twitter Multiple times a day (spaced in between or in a related series) Google+ 3-5/week LinkedIn 2-4/week Pinterest 2-3 times per week, a couple pins at a time YouTube As needed, weekly or bi-weekly Instagram 1-2 times per day
  36. 36. • What happens when your ‘hot’ network turns ‘cold’? • Reevaluate and prioritize goals
  37. 37. • Monitoring accounts • Responding to comments/inquiries • Using social media for customer service
  38. 38. • Using Social Media for Customer Service
  39. 39. • Handling a Twitter Crisis
  40. 40. • Brand Blunders
  41. 41. Content Counts!
  42. 42. • How do you create and post engaging content? – Give people what they want – Find new, creative ways of communicating in terms that your target audience will enjoy – Avoid trying to ‘game’ the system
  43. 43. • Facebook Content
  44. 44. • YouTube Content
  45. 45. • Instagram Content (aoki boutique)
  46. 46. • Instagram Content (GE)
  47. 47. • Custom Pinterest Board Images Birchbox
  48. 48. • Boards can be organized by color, occasion, season, garment/product, meal, etc. The Knot
  49. 49. • Twitter Cards
  50. 50. • LinkedIn Content
  51. 51. • Google+ Content
  52. 52. • Google+ Content
  53. 53. • Sometimes things go viral
  54. 54. • HootSuite • Facebook Analytics • Twitter Analytics • Pinterest Analytics • Iconosquare • YouTube Analytics • Social Reports in Google Analytics
  55. 55. You can’t have one without the other… Content fuels social media, social media shares your content Social helps define your company’s voice Conversations on social media provides ideas for new, insightful content
  56. 56. Moving Forward
  57. 57. • Social media is rented property • Main goal is to get audience to your website and build your brand
  58. 58. Remember this?
  59. 59. • Social media defines life and friendship • 81% of Millennials are on Facebook
  60. 60. • News consumption through social media • Changes to networks occurring every day
  61. 61. • Connecting with customers • Build a brand and interacting with the media • Importance in public relations
  62. 62. • Reaching journalists with Twitter
  63. 63. • Social media matters! • Set goals and create a strategy • Post interesting content and interact with followers • Remain up-to-date on industry trends and changes • Represent your brand in the best possible manner • Measure the results of your efforts and make changes accordingly
  64. 64. Questions? Let’s Chat! Twitter: /webtalentmktg @webtalentmktg LinkedIn: /company/web-talent-marketing Facebook: /webtalentmarketing
  65. 65. 2014 Lancaster Chamber of Commerce Business Expo
  66. 66. Services: Web Design & Development Search Engine Optimization Paid Search Management Conversion Rate Optimization Email Marketing Reputation Management Call or email to schedule a Free Consultation! www.WebTalentMarketing.com | 800-405-2947
  67. 67. Our raffle winner will receive 3 months of complimentary social media consultation erica@webtalentmarketing.com emily@webtalentmarketing.com

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