Prof. Development Day Final


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  • IDA –650 member associations (North America, Europe, Asia and Africa) Downtown Associations in cities throughout the US
  • 14 Clean Team Crew 7 Safety Ambassadors
  • More affordable housing options amongst the condo development currently occurring Buildings with 8 stories or less Made possible by grants—Heinz Endowments, McCune Foundation and URA
  • 14 Clean Team Crew 7 Safety Ambassadors
  • 14 Clean Team Crew 7 Safety Ambassadors
  • 14 Clean Team Crew 7 Safety Ambassadors
  • 14 Clean Team Crew 7 Safety Ambassadors
  • Prof. Development Day Final

    1. 1. Facebook and Twitter: Yes—You CAN Do It! Professional Development Day Sept. 16, 2009 Brooke Fornalczyk Manager, e-Marketing and Promotions Pittsburgh Downtown Partnership
    2. 2. About Me <ul><li>Bachelors Degree in Communication from Clarion University </li></ul><ul><li>Manager, e-Marketing and Promotions with the Pittsburgh Downtown Partnership (PDP) – 2 years </li></ul><ul><li>Recently married; live in the North Hills with husband and “Rocky the House Cat” </li></ul><ul><li>Enjoy watching football, wineries, gardening, creating scrapbooks and my new love ─ social media! </li></ul>
    3. 3. About the PDP <ul><li>Non-profit, Downtown association (member of the International Downtown Association) </li></ul><ul><li>Formed in 1994; coalition of property owners, business leaders, retailers, civic organizations and residents </li></ul><ul><li>Staff of 9 </li></ul><ul><li>Centered around advocacy and public policy, marketing, clean and safe services, housing and economic development, transportation and parking </li></ul><ul><ul><li>Annual kick-off to the holiday season “Light Up Night” event, weekend holiday programming, Walk and Dine, Annual Meeting, Market Square summer programming </li></ul></ul><ul><li>Manage the Business Improvement District (BID) </li></ul>
    4. 4. Social Media: Are You Plugged In? <ul><li>Overview of how to create a Facebook page for your company & understanding the basics of using Twitter for your company </li></ul><ul><li>Level of knowledge? (Facebook & Twitter) </li></ul><ul><li>Presentation will be informal and conversational – Q&A throughout discussion; share your thoughts/ideas with the group </li></ul><ul><li>I’m not a social media “guru”; social media is constantly changing. I’m learning each day and am responsible for all the social media efforts at the PDP. </li></ul>
    5. 5. Facebook: Here’s the Scoop <ul><li>Social networking service that lets you connect with friends, family, co-workers, and others who share similar interests or common backgrounds. </li></ul><ul><ul><li>Marketers have the opportunity to use Facebook to expand their online footprint and engage with customers directly </li></ul></ul><ul><li>Began in 2004; more than 250 million users to date; largest demographic using Facebook; (18 – 24); baby boomers (40’s – 60’s) fastest growing Facebook demographic (Jan. 2009) </li></ul><ul><li>Free, quick and easy addition to your company’s traditional marketing/promotional efforts – another outlet to get the word out about your company or product; viral marketing </li></ul><ul><li>Why does Facebook work? </li></ul><ul><ul><li>Authenticity factor; stay true to your organization </li></ul></ul><ul><ul><li>Social experience – “real time” conversation </li></ul></ul><ul><ul><li>Measureable results (through online contests, etc.) </li></ul></ul><ul><ul><li>Conduit to creating awareness for you/your organization </li></ul></ul>
    6. 6. Creating a Facebook Page: First Steps <ul><li>Develop a strategy </li></ul><ul><ul><li>Determine your end goal </li></ul></ul><ul><ul><ul><li>More traffic to your Website? </li></ul></ul></ul><ul><ul><ul><li>Better attendance at events? </li></ul></ul></ul><ul><ul><ul><li>Awareness of your product? </li></ul></ul></ul><ul><ul><li>Factor in staff time; who will you appoint to spearhead your social media efforts? </li></ul></ul><ul><ul><li>Consider your audience; why would someone be interested in what you have to say? This is true with any social media tool, whether you are creating a company Blog, Twitter page, etc. </li></ul></ul><ul><ul><li>Don’t go full-throttle into creating a page until you’ve established the ground work </li></ul></ul>
    7. 7. Facebook: Choosing the Right Page <ul><li>Using Facebook: What type of page should you create? </li></ul><ul><ul><li>Profile page (individuals) </li></ul></ul><ul><ul><li>Fan page (business; optimized for mass communication – users can become a “fan” of your page without needing approval) </li></ul></ul><ul><ul><ul><li>Fan pages allow you to send updates to fans, suggest your page to your personal network of friends; posts from admin’s come from the company page as opposed to the actual person </li></ul></ul></ul><ul><ul><ul><li>Access to almost all applications (thousands) including “Insight” (free analytics tool for your company page) </li></ul></ul></ul><ul><ul><ul><li>Almost like having a mini version of your Website </li></ul></ul></ul><ul><ul><li>Group page (community of people with a common interest; all members of a group have the ability to post content, discussion threads, etc. </li></ul></ul><ul><ul><ul><li>When admins posts a message, it comes from admin’s personal profile </li></ul></ul></ul><ul><ul><ul><li>Limited use of applications & tabs; Venture Outdoors as example </li></ul></ul></ul>
    8. 8. PDP Company Fan Page
    9. 9. Venture Outdoors Group Page
    10. 10. Facebook: Creating a Company (Fan) Page <ul><li>Visit (need to be logged in to create a page) </li></ul><ul><li>You will walk through a simple wizard: choose category, name for page, create page – it’s that simple! </li></ul>
    11. 11. <ul><li>Fill out the page as you would a Profile - add information about your business; Website, short description, products, etc. </li></ul><ul><li>Add your logo as the photo for your page or a great photo that people can easily identify with your company. </li></ul><ul><li>Designate administrators of the page and make sure you become a fan of your own company’s page – your friends will see the post in their news feed and get them interested. </li></ul><ul><li>Become familiar with the various applications available to give your page some pizzazz. </li></ul><ul><li>When you’re ready to unleash the page – click publish to make your page public (make sure you check the permissions to make your page public so it’s searchable)! </li></ul>Facebook: Developing Your Page
    12. 12. Facebook: Be Creative & Authentic <ul><li>Your page is created—now the fun begins! </li></ul><ul><li>Start posting updates </li></ul><ul><ul><li>Be authentic and keep a common “voice.” The key to success is to have an engaging page. </li></ul></ul><ul><li>Vary your posts, include links and photos – be interactive & make it interesting. </li></ul><ul><li>Remember, if you build it—you need to feed it. Maintain the page with fresh content and your fan base will grow. </li></ul><ul><li>Page additions—remember to include: </li></ul><ul><ul><li>Photos, videos; add businesses (partners) to your “favorites” pages </li></ul></ul><ul><ul><li>Blog postings (using networked blogs application) </li></ul></ul><ul><ul><li>Other applications including Social RSS, Static FBML, (HTML application to personalize a page) and Twitter apps. </li></ul></ul><ul><ul><li>Remember: You need content before you start recruiting fans </li></ul></ul>
    13. 13. PDP Company Fan Page Create interesting landing “tabs” to spice up your page using the applications section in the bottom left corner of the page. Applications tab…have fun with this feature!
    14. 14. Facebook: Fan Page Analytics
    15. 15. <ul><li>Social RSS (link news/events from your Website) </li></ul><ul><li>Slideshare (share PowerPoint presentations) </li></ul><ul><li>Network Blogs (adding your company blog) </li></ul><ul><li>Selective Twitter Status </li></ul><ul><li>Static FBML (Facebook markup language - HTML) </li></ul><ul><li>Testimonials (fan feedback) </li></ul><ul><li>My LinkedIn Profile (adds your company LinkedIn profile to your page) </li></ul>Facebook: Business-worthy Tools
    16. 16. Facebook: Got Fans? <ul><li>Now it’s time to get people to become fans of your awesome page! </li></ul><ul><li>Leverage the viral nature of Facebook – the news feed; any time a fan engages with your page, that activity is posted to their news feed </li></ul><ul><li>Draw on your existing personal network, e-mail newsletter subscribers, blog readers, etc. (send updates/invites to your network) </li></ul><ul><li>Include a link to your page within your e-mail signature </li></ul><ul><li>Send out an e-blast, add the Facebook logo to your Website, Blog, etc. </li></ul><ul><li>Consider purchasing ads for an extra push (pay per click) /ads </li></ul><ul><li>Promote your page with a fun contest; photo hunt, trivia, etc. You can promote the contest through Twitter, your Blog, an e-blast, etc. If you can, provide an incentive. Good way to get fans and KEEP THEM INTERESTED ! </li></ul><ul><li>Don’t clog your fans news feeds and DON’T talk about you/your organization all the time; ask questions, talk about a great shop you discovered, ask fans what they like most about your product, etc. </li></ul>
    17. 17. Facebook: Questions?
    18. 18. Twitter: To Tweet or Not to Tweet <ul><li>What is Twitter and why are people/businesses flocking to it? </li></ul><ul><ul><li>Free social networking and micro-blogging service founded in 2006; broad distribution of communication using 140 characters called “Tweets” answering the question; “What are you doing?” (more discussion to follow) – think cocktail party; you don’t want to bore your guests </li></ul></ul><ul><ul><li>Can be accessed via http:// and through the application on many smart phones and third party applications – creating a page is quick, easy and FREE! </li></ul></ul><ul><ul><li>Broader, looser network where you can be connected with people you don’t know very well and exchange information in a way you can’t with e-mail (unlike Facebook, which is restricted to people who are “friends” with each other) </li></ul></ul><ul><ul><li>Quicker than mainstream media – it’s immediate (we distributed news from Mayor’s office via Twitter over an hour before it hit the local media) </li></ul></ul><ul><ul><li>Gain free publicity, grow your network & market your business </li></ul></ul><ul><ul><li>Share expertise to build credibility; help others with problems, link to helpful news articles, post original thoughts on your business, etc . </li></ul></ul>
    19. 19. Twitterverse: Terminology What Exactly is a Re-tweet and @reply??? <ul><li>Tweet; individual 140 character message sent via Twitter </li></ul><ul><li>,, URL shortening services to use when you need to fit a link in to your Tweet but don’t have enough room (darn 140 characters)! Some apps even include tracking and metrics. </li></ul><ul><li>Re-tweet (RT): resending a message that someone else sent; fast and effective way of disseminating information far beyond the initial list of followers </li></ul><ul><ul><li>Compliment to be re-tweeted; generates more followers for you/organization – 10 followers < 100 < 1,000 </li></ul></ul><ul><li>@ reply: @reply precedes messages sent from one person to another that are PUBLIC. Messages appear on Twitter updates as @username (person’s Twitter ID); to send a message to the PDP, use @DowntownPitt then type your message </li></ul><ul><ul><li>Remember: everyone who follows you can see the message you are sending using an @reply </li></ul></ul>
    20. 20. PDP Twitter Page
    21. 21. Twitterverse: Terminology Learn the Lingo & Tweet Like A Pro! <ul><li>Direct Message (DM): Use a DM when you wish to have a private conversation with a fellow Tweeter; use a “d” + a space + their Twitter name; to send a DM to @DowntownPitt = “d DowntownPitt this is private” </li></ul><ul><li>Hashtag (#): Used to bring order to Twitter users’ published (tweets) and make it easier to follow a topic of interest. Add the “#” to the front of an appropriate keyword as you write your Twitter update: (I love the city of #Pittsburgh). </li></ul><ul><ul><li>To follow a topic of interest, use & enter a specific term using the # or your own Twitter ID </li></ul></ul><ul><ul><li>Popular hashtag is #FollowFriday </li></ul></ul><ul><ul><ul><li>Tweet the names of Twitter users you'd like others to follow and tag it with #followfriday – nice compliment to receive! Give a brief reason why people should follow the Twitter users you mentioned. </li></ul></ul></ul><ul><li>Tweeple/Tweeps : Twitter + people </li></ul><ul><li>Tweetup : informal gathering of “tweeps” organized through Twitter </li></ul>
    22. 22. <ul><li>Create your free account at http:// . </li></ul><ul><li>Think of your company Twitter page the same as your company’s Facebook page; use your company’s logo and include a brief & interesting bio. </li></ul><ul><li>Before you start finding friends – post a few GOOD Tweets: </li></ul><ul><ul><li>Make yourself a resource instead of a bore; post an interesting link, photo, etc. BE ENGAGING </li></ul></ul><ul><ul><li>Have a personality; “followers” will be more compelled to follow someone with personality; let other tweeps know you are just starting out in the Twitterverse </li></ul></ul>Twitter: Create Your Dynamic Page
    23. 23. <ul><li>You have great things to say! Now it’s time to find friends and get followers to hear your good words! </li></ul><ul><ul><li>Search for people by name or user name using the Twitter search function </li></ul></ul><ul><ul><li>Invite friends via e-mail, Facebook, Blog, newsletters, etc. </li></ul></ul><ul><ul><li>If you Tweet on behalf of your company, DON’T follow just anyone; follow people/organizations relative to your company/job </li></ul></ul><ul><ul><li>Join an industry and topic groups related to your business ( ) </li></ul></ul><ul><ul><li>Participate in Twitter chats related to your business (#journchat) </li></ul></ul><ul><ul><li>Twitter sends an e-mail when someone new follows you – VERY COOL! Make sure you set your e-mail preferences to notify you when you have a new follower – link on your page’s sidebar will also indicate the # of followers you have. </li></ul></ul><ul><ul><li>When you follow someone - they receive a notification as well…if they want to learn more about your company, they’ll likely start following you as well! </li></ul></ul>Twitter: Follow the Leader
    24. 24. The Good, The Bad, and The Ugly <ul><li>Good: Replying to tweets, re-tweeting, sharing informative links & interesting photos, asking & answering questions, engaging followers in contests/giveaways (Chickdowntown & Coffee Groundz) </li></ul><ul><ul><li>Writing intriguing and conversational texts; capture your followers attention; take a photo of a cool event happening, a new shop, product (ex: Dozen opening) etc; use a catchy subject line </li></ul></ul><ul><ul><li>Promoting your blog, Facebook page, etc. via Twitter </li></ul></ul><ul><li>Bad: Not including a graphic on your Twitter page; making the text unreadable </li></ul><ul><ul><li>Carrying on long conversations between two users </li></ul></ul><ul><ul><li>Telling your followers you are listening to the radio – THEY DON’T CARE </li></ul></ul><ul><ul><li>Not sending updates but complaining about no followers </li></ul></ul><ul><ul><li>Save the “thanks for the RT” for direct messages </li></ul></ul><ul><li>Ugly: Sending confidential tweets! You are the VOICE of your company; always double check before sending a Tweet that could potentially get you fired </li></ul><ul><ul><li>Responding negatively to someone’s Tweet; be tactful or don’t respond at all </li></ul></ul><ul><ul><li>Promoting your Blog, Facebook, etc. via Twitter every chance you get </li></ul></ul>
    25. 25. Twitter: A Success Story CoffeeGroundz <ul><li>Before long, The Coffee Groundz became the local Cheers for the technorati. Enter Social Media — specifically Facebook and Twitter . From the beginning, we embraced the new technologies available to us to communicate with and better serve our customers. </li></ul><ul><li>We served the first ever Twitter order to go in 2008 . We have been covered by Twitter itself, as a featured case study of businesses that have used Twitter effectively . Not bad for a little coffee shop in Houston, TX! </li></ul>Takes orders via tweets; over 7,000 followers; hosted a ‘tweet-up” of over 100 people
    26. 26. Tweet-tastic : Chickdowntown Uses promotions & giveaways effectively
    27. 27. Twitter: Apps n’ at <ul><li>Twhirl - desktop client for the Twitter; instant messenger (personal choice) </li></ul><ul><li>Tweetdeck – personal browser, connects you with your contacts across Twitter, Facebook and more. </li></ul><ul><li>Hootsuite - manages all of your Twitter profiles through one client; analyze data </li></ul><ul><li>Twit Pic – share photos on Twitter </li></ul><ul><li>Tweetlater - schedule tweets, plan, set and forget </li></ul><ul><li>Twittergrader – user rankings on the Twitter scale; tracks engagement </li></ul><ul><li>Twitter Search – see what’s happening in real time (what’s happening in the world beyond your personal timeline) trending topics </li></ul><ul><li>Mr. Tweet – personal networking assistant; looks at your follower base & finds new people for you to connect with </li></ul>
    28. 28. Twitter-Facebook Integration: Is it Possible? <ul><li>Short answer – YES; Facebook – Twitter Integration </li></ul><ul><ul><li>Facebook recently introduced a Twitter application to link your Facebook business page to your company Twitter page – AWESOME! /twitter </li></ul></ul><ul><ul><li>Easy to use; share everything you publish from Facebook or pick and choose </li></ul></ul><ul><ul><li>Sometimes your Tweets won’t appear on your page for a few minutes </li></ul></ul><ul><ul><li>If you don’t have time to post information on two pages, this application is for you. If you wish to tailor your posts differently (longer post on Facebook, etc.), this application won’t work </li></ul></ul><ul><li>Twitter – Facebook Integration </li></ul><ul><ul><li>Download the “Tweetdeck” application to easily view your friend’s Facebook status updates/Twitter updates in one place (this application does not work with Facebook fan pages; only personal profiles). </li></ul></ul><ul><ul><li>Use a Facebook app called “selective twitter”, and Tweetdeck combined. All you have to do is add #fb at the end of your company tweet and it will go to your fan page. Some success with this approach but many times the selective twitter app isn’t functioning properly. </li></ul></ul>
    29. 29. Social Media: A Few Good Resources <ul><li>Mashable; the social media guide - http:// ; @mashable </li></ul><ul><li>theKbuzz ; word of mouth marketing firm; @kbuzz </li></ul><ul><li>Hubspot ; internet marketing software; free Webinars – http:// ; @hubspot </li></ul><ul><li> ; Facebook coach </li></ul><ul><li>Social Media Today ; http:// </li></ul><ul><li> Article -“The 12 most annoying types of Facebookers” </li></ul><ul><li>AMA Pittsburgh Chapter – </li></ul><ul><li>PRSA Pittsburgh Chapter – </li></ul><ul><li>Facebook Discussion Boards – </li></ul>
    30. 30. Social Media: What I’ve Learned So Far… <ul><li>Don’t get caught up in all the social media tools out there – find one medium that works for your organization; build it, maintain it and perfect it – move on to the next tool when you’re ready. </li></ul><ul><li>“ Embrace the now” - don’t test the waters – just dive right in! You’ll be surprised by how easy getting started really is and how fun it can be…and rewarding! </li></ul><ul><li>Take advantage of the FREE online Webinars; they are very helpful and convenient. </li></ul><ul><li>Survey your constituents; find out what they think of your social media campaign; how can it be improved, what do they like/dislike, etc. </li></ul><ul><li>Beware of the social media expert – YOU are the expert of your organization; keep up-to-date on current trends by following social media blogs and marketing/PR professionals. As long as you know your organization, understand the social media basics and follow new trends, you’re good to go! </li></ul>
    31. 31. Questions? Thank you for attending!  http:// http://