Getting customers to your business starts with an online presence that lures them into your brick and mortar. Learn how to set breadcrumbs online using Social Media Optimization (SMO) tactics.

1. Noland Hoshino, High Five Media
Seanette Corkill, Frontdoor Back

2. 4 local case studies
Aevum Images
Loowit Brewing
Lucky Loans
Beige Blond

3. strategy
structure
&

4. marketing
branding
vs

5. persona
perception
vs

6. digital shopper’s journey
Plant
Seed
ResearchSearch Decide Go!

7. most people’s
first interaction
with your
business will be
on social media

8. There are 2 search
engines you have to
optimize for:
• The search function within each social
network
• Google search

9. search
Loowit Brewing

10. search phrases & key words
• What 3 things do you want people to
know about your business?
• KEYWORDS: What 3 keywords define
your business?
• SEARCH PHRASES: What search
phrase would you use to find your
business?

12. Soolve.com

13. identify #hashtags
Hashtags are a way to categorize content

14. tagboard

16. facebook bios
If you want your page to come up in Google search for a
keyword, that keyword needs to be in your page’s name
and “About Us.” To come up in Facebook search, that
keyword needs to be in your page’s subcategory.

18. twitter bios
If you want your Twitter profile to come up in Google search for a
keyword, that keyword needs to be in your profile name or username.
Google uses the meta description of your latest tweet.

20. instagram bios
Instagram profiles, Google uses the profile name, username and bio
in search results. Profiles with a specific keyword in the name rank
best in search on Google and in the Instagram app.

22. linkedin bios
If you want your company page to come up in Google or LinkedIn
search for a keyword, that keyword needs to be in your company
page name. For personal account, keywords should be in your
description header.

24. breathe

25. social media posting strategy
Amazing
Content
Perfect
Timing
Ideal
Frequency
Source: Blog.bufferapp.com

26. create
content farming
currate
collaborate

27. create key messages
Create 3 key messages that you want
your audience to know. Use the
keywords for increased search engine
optimization. Stick to them.
Message #1

28. create content calendar
Month Title/Description Type of Content Social Platform
#
http://bit.ly/BcauseContentCalendar
Target Audience Keywords Due Date Publish Date

29. facebook content calendar
#

30. social media posting strategy
Amazing
Content
Perfect
Timing
Ideal
Frequency
Source: Blog.bufferapp.com

31. ideal frequency
Facebook Instagram Twitter Pinterest
3 x per week 3 x per week 5 x per week 5 x per day
10 x per week 10 x per week None 10 x per day
Minimum
Maximum

32. perfect timing
Your peak times
FACEBOOK:
Peak times for sharing your
contents on Facebook is during
the day when you wake up,
when you’re doing dinner and
before going to bed.

34. perfect timing
Your peak times
INSTAGRAM:
Instagram is good for sharing
appealing images and best
suitable for getting more traffic
from images to your blog posts
or web pages. The ideal time to
post is at 5 p.m. EST on
Wednesdays

36. perfect timing
Your peak times
TWITTER:
Peak time is Mondays –
Thursdays between 9 am to 3
pm. Worst time to tweet is
everyday after 8 pm and Fridays
after 3 pm.

38. facebook content schedule
#
• Inspirational Quotes
• Photos showing off products and services
• Photos giving fans a glimpse behind-the-scenes
• Guides & whitepapers
• Cover photos summarizing products & services
• Sharing news about business partners
• Posts about legislation that affects the industry
• Highlight your latest projects
• Pictures of events
• Announce employees who are also Facebook fans
• Post about universal events
• Run a survey about your industry
• Announce partnerships
• Share infographics
• Use photos to convey industry statistics
• Post research and ask fans about it
• Humorous pictures
• Show off new products for feedback
• Share customer testimonials
• Let fans know what clients are doing
• Announce events
• Post helpful news articles & tips
• Share your email newsletters
• Offer a trial demo to fans
What to
post?
Date Time Type of Content Title/Description
http://bit.ly/BcauseContentCalendar
Circle your social prime time: 5AM 6AM 7AM 8AM 9AM 10AM 11AM 12PM 1PM 2PM 3PM 4PM 5PM 6PM 7PM 8PM 9PM 10PM

39. breathe

40. daily tasks
 Respond to inbound social messages (Hootsuite)
 Monitor #hashtags and keyword(s) conversations (Hootsuite)
 Monitor competition (Hootsuite)
 Create messages and load your social editorial calendar
 Facebook post
 Twitter post
 Instagram post
 Schedule posts on social media platforms
 Acknowledge post comments (Hootsuite)
 Facebook – Reply to comment, LIKE comment
 Twitter – @ Reply to tweet, favorite tweet, or retweet
 Instagram – @ reply comment

41. weekly tasks
 Engage with thought leaders (Hootsuite)
 Engage with business industry (Hootsuite)
 Review social media analytics
 Collect content for following week’s posts
 Look for social media influencers in your niche
 Create lists / Add to list of your favorite businesses on social media
 Follow industry leaders and businesses

42. monthly tasks
 Update your social media platform cover/header
 Audit, review and adjust digital marketing strategy
 Assess key performance indicators
 Collaborate with other businesses
 Gauge your capacity and needs

43. breathe

48. corporations are
not people.

49. personal facebook acct

50. facebook page

51. Follow me?
https://www.facebook.com/Beigeblond-
103193830319/timeline/
https://www.facebook.com/lucky.l.shop?fref=ts
https://instagram.com/makkasanman/
https://www.facebook.com/Lucky-Loan-Pawn-
Shop-139785091243/timeline/

52. Yes! I will follow you
https://twitter.com/LoowitBrewing
https://www.facebook.com/loowitbrewing
https://instagram.com/loowitbrewing

53. set triggers

56. SMO (social media
optimization)
Use a number of social media outlets and
communities to generate publicity to increase
awareness of a product, brand or event

57. SMO tips
• Create shareable content
• Make sharing easy
• Reward engagement
• Make your content unique, engaging
and different
• Engage with influencers

58. do SMO today, SMO
tomorrow, and SMO
the next day
- Noland Hoshino

59. breathe