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Social Media Marketing 101 - Kinnelon Library Presentation


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This social media marketing presentation is the first in a series developed for the Kinnelon NJ library to place social media marketing into perspective. It's particularly relevant for those wanting to use the tools of social media to promote themselves and/or their businesses and raise their professional profile online. With more and more customers and companies beginning online when they search for resources, it matters to be found online.

The first session puts social media into context. Subsequent sessions will examine specific social networking platforms and address audience questions.

For more information about the series, see

Published in: Technology, Business
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Social Media Marketing 101 - Kinnelon Library Presentation

  1. 1. Social Media Presentation Series Part I: Overview Kinnelon Public Library Christine B. Whittemore 7/6/11
  2. 2. From Here… 2006 2008 2009+
  3. 3. Social Media Overview <ul><li>What is social media? </li></ul><ul><li>What does it matter? </li></ul><ul><li>The tools available </li></ul><ul><li>Social Media code of conduct </li></ul>
  4. 4. What is Social Media?
  5. 5. John Jantsch/Duct Tape Marketing
  6. 6. What is Social Media? Markets are conversations.
  7. 7. Digital Social Tools and Platforms Easy to use Mostly free Enable sharing Means to an end Facilitate conversation, build trust with people Using… Simple Marketing Now LLC – July 2011
  8. 8. Social is about <ul><li>Being Human ! </li></ul><ul><li>(People trust other people) </li></ul>
  9. 9. Social Tools For Conversation
  10. 10. Why does Social Media matter?
  11. 11. Social Media Revolution
  12. 12. The Marketplace
  13. 13. We live in a Digital World <ul><li>70 to 90% of people start the purchase process at a search window </li></ul><ul><li>97% of local customers use online media to research businesses in their community** </li></ul>**BIA/Kelsey research Simple Marketing Now LLC – March 2011
  14. 15. That is also Social. http:// =lFZ0z5Fm-Ng Simple Marketing Now LLC – Copyright © 2010 Simple Marketing Now LLC – May 2011
  15. 16. Search and Social
  16. 17. Digital Visibility is Critical! <ul><li>The paradox of existence </li></ul><ul><ul><li>If you have a physical presence, but can’t be found online, do you exist? </li></ul></ul><ul><li>Your laptop </li></ul><ul><ul><li>Your gateway to the world </li></ul></ul><ul><ul><li>Your passport to existence! </li></ul></ul>
  17. 18. (Keep an Eye on Mobile) Create Your Own QR Code http:// /
  18. 19. The Breakup The Breakup
  19. 20. Change in Business Landscape <ul><li>Consumer access to information </li></ul><ul><ul><li>Lack of trust </li></ul></ul><ul><ul><ul><li>Open vs. closed organizations </li></ul></ul></ul><ul><ul><li>Era of frugality  simplify </li></ul></ul><ul><ul><li>Community </li></ul></ul><ul><ul><ul><li>Look at what the community has created re: healthcare: </li></ul></ul></ul><ul><ul><ul><ul><li>http:// / </li></ul></ul></ul></ul><ul><ul><ul><ul><li>http:// / </li></ul></ul></ul></ul><ul><ul><ul><ul><li> </li></ul></ul></ul></ul><ul><ul><ul><ul><li>http:// ? </li></ul></ul></ul></ul>
  20. 21. Many Tools Available To research To connect To differentiate
  21. 22. Research <ul><li>Google and other search engines </li></ul><ul><ul><li>Blogs/Alltop </li></ul></ul><ul><ul><li>Twitter search/Bing </li></ul></ul><ul><li>YouTube </li></ul><ul><li>Slideshare </li></ul><ul><li>LinkedIn – Follow feature </li></ul><ul><li>Photos: Flickr </li></ul><ul><li>Facebook Fan Pages </li></ul><ul><li>Delicious for bookmarks </li></ul><ul><li>Twitter for trending articles and links </li></ul>Did you know? Journalists find story leads on Twitter. Hospitals use Social Media, too.
  22. 23. Connect <ul><li>Build networks </li></ul><ul><ul><li>Focus on quality and relevance </li></ul></ul><ul><li>Explore their connections </li></ul><ul><ul><li>Facebook, Twitter followers, Twitter lists, Blogrolls </li></ul></ul><ul><li>Read, comment, interact </li></ul><ul><ul><li>Note rules of engagement </li></ul></ul><ul><ul><li>Tweetups, meetups, Tweet Chats </li></ul></ul>
  23. 24. Differentiate <ul><li>Via Blogs, Facebook, Twitter, LinkedIn </li></ul><ul><ul><li>Identify issues affecting potential employers or customers </li></ul></ul><ul><ul><li>Develop solutions as a result of conversation </li></ul></ul>
  24. 25. Start “ Listening ” <ul><li>Find search terms of interest </li></ul><ul><li>Start with broad terms </li></ul><ul><ul><li>Refine them as you obtain more information </li></ul></ul><ul><ul><li>Enter them into a search engine </li></ul></ul><ul><ul><ul><li>Google blog search </li></ul></ul></ul><ul><ul><ul><li>Blog pulse - </li></ul></ul></ul><ul><ul><ul><li>Twitter search </li></ul></ul></ul>
  25. 26. Listening Means <ul><li>Reading and absorbing how people interact </li></ul><ul><ul><li>Blogposts </li></ul></ul><ul><ul><li>Comments </li></ul></ul><ul><ul><li>Tweets </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><li>Hearing what others say about you, brand, company, industry, relevant terms… </li></ul>
  26. 27. Set Up Google Alerts <ul><li>Go to www. google .com / alerts </li></ul><ul><ul><li>Your name </li></ul></ul><ul><ul><li>Your website </li></ul></ul><ul><ul><li>Brand names </li></ul></ul><ul><ul><li>Company names </li></ul></ul><ul><ul><li>Keywords & phrases </li></ul></ul><ul><ul><li>Key competitors </li></ul></ul>
  27. 28. Social Tools
  28. 29. Conversation Prism – Brian Solis
  29. 30. Do You Follow Blogs?
  30. 31. What is a Blog? <ul><li>Web-log: </li></ul><ul><ul><li>An online journal with frequent articles on related subjects </li></ul></ul><ul><ul><ul><li>Most recent post first </li></ul></ul></ul><ul><ul><ul><li>Searchable </li></ul></ul></ul><ul><ul><ul><li>Comments </li></ul></ul></ul><ul><ul><li>A self-publishing platform </li></ul></ul>
  31. 32. Blogs: Thought Leadership Regular Updates [4x/wk]: Content related to my expertise & business
  32. 34. Blog: Printing Press/Cafe <ul><li>Over 181 million blogs </li></ul><ul><ul><li>34% of bloggers post opinions about products, brands </li></ul></ul><ul><ul><li>72% of bloggers share expertise </li></ul></ul><ul><ul><li>1 in 5 bloggers updates his/her blog daily </li></ul></ul><ul><ul><li>Corporate blogging: 14% of blogs </li></ul></ul><ul><li>60% of bloggers are 18-44 years </li></ul><ul><ul><li>50%+ of bloggers are married and/or parents </li></ul></ul><ul><ul><li>50%+ of bloggers have more than one blog </li></ul></ul>
  33. 35. Blog Content is Timeless <ul><li>Tell your story in customer relevant terms </li></ul><ul><ul><li>Create meaning and value </li></ul></ul><ul><ul><li>Be human </li></ul></ul><ul><ul><li>Reach out to others in your space </li></ul></ul><ul><ul><li>Influence, thought leadership </li></ul></ul><ul><ul><li>Conversation </li></ul></ul><ul><ul><li>Available 24/7 </li></ul></ul><ul><li>Drive readers deeper into your website’s content </li></ul>
  34. 36. Explore Google Blog Search
  35. 37. Explore AllTop <ul><li>Visit </li></ul><ul><ul><li>An aggregator of all the top news, blogs, etc. </li></ul></ul>
  36. 38. Explore Technorati <ul><li>Technorati - http:// </li></ul><ul><ul><li>Tracks blogs around the world </li></ul></ul><ul><ul><li>Associates “authority” based on links from other blogs with authority </li></ul></ul><ul><ul><ul><li>The higher the number, the greater the authority </li></ul></ul></ul><ul><ul><li>Credibility comes from authority </li></ul></ul>
  37. 39. Are You on LinkedIn?
  38. 40. LinkedIn: Professional
  39. 42. What about Twitter?
  40. 43. What Is Twitter? <ul><li>Micro-blogging platform </li></ul><ul><ul><li>140 characters or less </li></ul></ul><ul><ul><li> </li></ul></ul><ul><li>Source of quick breaking observations & interactions </li></ul><ul><ul><li>Brands </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Conferences </li></ul></ul>
  41. 44. Twitter: Professional, Affinity About building relationships, discovery, sharing links related to my areas of interest: #RetailEXP #PracticalMktr
  42. 45. Twitter: Affinity Social <ul><li>~ 110 million users </li></ul><ul><li>Search engine searchable </li></ul><ul><ul><li>600+ million searches happen every day </li></ul></ul><ul><li>80% of Twitter users use mobile devices </li></ul><ul><li>54% of bloggers post content or tweet on a daily basis  </li></ul><ul><ul><li>Over 50 million tweets in 2010  </li></ul></ul>
  43. 46. What about Facebook?
  44. 47. Facebook: Casual Social <ul><li>Over 500 million users! </li></ul><ul><ul><li>~ world’s 3rd largest country </li></ul></ul><ul><ul><li>100+ million active users access through mobile devices </li></ul></ul><ul><li>Average user spends ~55 minutes/day </li></ul><ul><ul><li>Connects to 80 community pages, groups, events, creates 90 pieces of content each month </li></ul></ul><ul><li>2/3 of comScore’s U.S. Top 100 websites use it </li></ul><ul><li>Consider a Fan Page for your business </li></ul><ul><ul><li>Google Searchable </li></ul></ul>
  45. 48. Facebook: Casual Regular updates & Interaction Minimal selling: Focus on relationship building, photos with people Take it to your website: Fan boxes, Like buttons…
  46. 49. Facebook Recommendations <ul><li>Invite ‘friends’ to join your Fan page </li></ul><ul><li>Claim your ‘vanity’ URL at 25 members </li></ul><ul><ul><li>http:// /username/ </li></ul></ul><ul><li>Interact with your fans </li></ul><ul><ul><li>Thank You! </li></ul></ul><ul><ul><li>Respond </li></ul></ul><ul><ul><li>Ask questions </li></ul></ul><ul><ul><li>Share photos, videos </li></ul></ul>
  47. 50. Do You Watch YouTube?
  48. 51. YouTube <ul><li>No.3 search site after Google, Facebook </li></ul><ul><ul><li>13+ million hours uploaded during 2010 </li></ul></ul><ul><ul><li>35 hours uploaded every minute </li></ul></ul><ul><li>Broad demographic: 18-54 years old </li></ul><ul><li>Pay attention to KEYWORDS! </li></ul>
  49. 53. YouTube Recommendations <ul><li>Use all allowed space for titles, descriptions, tags </li></ul><ul><ul><li>Titles should be about 100 characters. </li></ul></ul><ul><ul><li>Descriptions can include up to 5,000 characters, tags can be 120 characters. </li></ul></ul><ul><li>From this YouTube blog  post , </li></ul><ul><ul><li>&quot; The more words you include in your description, the higher your chances of being discovered by searchers, which means the larger your audience can grow, and the more potential revenue you can earn .&quot; </li></ul></ul>
  50. 54. Social Media Code of Conduct (and observations)
  51. 55. Bigger isn’t always better <ul><li>Focus on QUALITY </li></ul><ul><li>Get to know your fans, followers, subscribers </li></ul><ul><ul><li>Interact </li></ul></ul><ul><ul><ul><li>Ask questions </li></ul></ul></ul><ul><ul><ul><li>Say thank you </li></ul></ul></ul><ul><ul><li>Acknowledge in real-time </li></ul></ul><ul><li>Add value to build meaningful relationships </li></ul>
  52. 56. It Will Take Time … <ul><li>Especially at beginning </li></ul><ul><li>Start small ~ 15 min/day </li></ul><ul><ul><li>Use Outlook reminders </li></ul></ul><ul><ul><li>Google Calendar </li></ul></ul>
  53. 57. Success in Social Media : Simple Marketing Now LLC – March 2011
  54. 58. Rules for Social Networking <ul><li>Offer value </li></ul><ul><li>No hard sell </li></ul><ul><li>Be active consistently </li></ul><ul><li>Mind your manners </li></ul><ul><li>Be genuine </li></ul><ul><li>Don’t spam </li></ul><ul><li>Remember: it’s your reputation </li></ul><ul><li>Think long term </li></ul>
  55. 59. Code of Conduct <ul><li>Authenticity matters </li></ul><ul><ul><li>Don’t pretend to be someone you aren’t </li></ul></ul><ul><li>Transparency is key </li></ul><ul><ul><li>When in doubt, disclose </li></ul></ul><ul><li>Be willing to enter into conversation & be there for the long haul </li></ul><ul><ul><li>Online reputation building </li></ul></ul><ul><ul><li>Like being invited into someone’s home </li></ul></ul>
  56. 60. Start Participating… <ul><li>Comment on blogs </li></ul><ul><li>Interact on Twitter </li></ul><ul><li>Answer LinkedIn questions </li></ul><ul><ul><li>Join groups and participate </li></ul></ul><ul><li>Beware of code of conduct </li></ul><ul><ul><li>Offer value </li></ul></ul><ul><ul><li>Think of others first & don’t spam! </li></ul></ul><ul><ul><li>When in doubt, observe before rushing in </li></ul></ul>
  57. 61. Last Thoughts <ul><li>The world is becoming digital and social </li></ul><ul><li>Get started now! </li></ul><ul><ul><li>Manage your time </li></ul></ul><ul><ul><li>Have a goal in mind </li></ul></ul><ul><ul><li>Quality matters over quantity </li></ul></ul><ul><ul><li>Have fun! </li></ul></ul>
  58. 62. Learn Together <ul><li>Connect with one another </li></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Facebook Fan Pages </li></ul></ul><ul><ul><li>Comment on blogs </li></ul></ul><ul><li>Offer recommendations based on your interactions </li></ul><ul><ul><li>LinkedIn </li></ul></ul>
  59. 63. To Learn More… <ul><li>Christine B. Whittemore </li></ul><ul><li>Chief Simplifier - Simple Marketing Now LLC </li></ul><ul><ul><li>[email_address] </li></ul></ul><ul><ul><li>Tel: 973-283-2424 </li></ul></ul><ul><ul><li>@cbwhittemore </li></ul></ul><ul><ul><li>Facebook: Simple Marketing Now </li></ul></ul><ul><li>The Smoke Rise & Kinnelon Blog </li></ul><ul><ul><li> / </li></ul></ul>
  60. 64. Download :
  61. 65. Next Week: LinkedIn & Blogging <ul><li>Assignment </li></ul><ul><ul><li>Create a LinkedIn profile or review existing </li></ul></ul><ul><ul><li>Find 3 to 5 blogs you like </li></ul></ul><ul><ul><ul><li>If you blog, tell us about it. </li></ul></ul></ul><ul><li>Bring your laptop to follow along </li></ul>
  62. 66. Will You Assess This Seminar? <ul><li>Was this valuable? </li></ul><ul><ul><li>What did you like most? </li></ul></ul><ul><li>Would you recommend it to a friend? </li></ul><ul><ul><li>What would you say? </li></ul></ul><ul><li>What is most important idea you learned? </li></ul><ul><ul><li>What will you put into action immediately? </li></ul></ul><ul><li>What do you want to know more about? </li></ul><ul><ul><li>Your email address for more information. </li></ul></ul>
  63. 68. Thank You!