2. Why should I care about Social Media?
• Valuable relationship building platform
• Helps to level the playing field
• Helps you see what others are saying about
your competitors
• Search engine optimization
• It’s where your customers are
• Social media isn’t going away anytime soon
3. There are too many to count …
• According to Wikipedia there are 201 social
networking sites
• What to concentrate on:
• Facebook • Pinterest
• Twitter • LinkedIn
• Google+ • Blogging
• Flickr • Now appearing
• Foursquare • Instagram
• YouTube • Tumblr
• Reddit
4. Building a Following …
• If you post it they will come…
• Remember it takes time
– Facebook: 216 followers in February 2009, today
5,627
– Twitter: 178 in April of 2009, today 2.092
– Google+: 15 in January 2012 , today 71
– LinkedIn: 652 in January 2012, today 820
• Consistency is Key
5. Facebook
• The most recognizable of social media networks
• Global audience of almost 900,000,000
• 57% of Facebook users are female (43% male)
• 46% of Facebook users are over the age of 45
• 47% of Facebook users report making between
$50,000 – $99,000 annually (33% between $25,000
– $49,999)
6. Facebook Page vs. Profile
• Your business wants a page, not a profile
• How do you tell the difference?
– Pages have likes
– Profiles have friends
• A page is public, a profile is not
– Allows more people to access your brand
• What do I do if I have a profile and not a page?
7. Facebook Timelines
• All pages and profiles are now timelines.
• Reduces the number of people that can see
your posts.
– Bad because less people see your posts
– Good because you can post more and not fear
losing your following
• More graphic – make sure you have a cover
photo that is interesting
• Use the cover photos a means of marketing
8. Facebook Tagging
• Tag when you can using the @ symbol and
selecting from the drop down.
• Must be a follower of the page that you are
tagging.
• Makes the post appear on their page
• The page you tag gets notified that they
were tagged.
9. Facebook More Than Just Posts
• Photos – be sure to tag when appropriate
• Events
• Timeline Events
• Sticky Posts
10. Facebook What do I post?
• You need to find what works for your audience
– Questions – ask for comments
– Call to Action
– Upcoming events
– Photos
– Randomness …
• Posting a movie extra opportunity generated
181 shares. If the average person has 130
friends, that’s a total reach of 23,530 plus
5,600 followers.
12. Twitter
• Popular on the coasts but gaining speed in the Midwest
• 225,000,000 active users
• 33% of Twitter users are over the age of 45
• 46% of Facebook users are over the age of 45
• 54% of Twitter users use Twitter on their mobile devices
• 140 characters – you can have more but they have to click to view
• 34% of marketers have generated leads using Twitter and 20%
have closed deals
• Follow to get followed
13. Twitter Hashtags
• #Twitter – anything can be a hash tag
• Create a hashtag for your company and
market it – consistency is key
• You’ll see national TV shows have special
Twitter episodes with live tweets using
hashtags
• Use your own hashtag
14. Twitter Tagging
• @TwitterCallSign (@GrowNebraska,
@NeStateFair)
• Tag whenever you can. That business of
person will be notified that they were tagged.
• Don’t be afraid to tag the big companies, as
long as it is in a positive way. Maybe they’ll
retweet and share the love.
15. Twitter Retweeting
• Retweet things you find interesting or deal
with your industry
• Business or person will be notified they were
retweeted
• A great way to get new followers
• Make it a morning ritual
16. Twitter What do I post?
• Remember, you only have 140 characters
– Photos
– Upcoming Events
– Specials and Promotions
– Links – be sure to use a link shortener (we’ll get
to that later)
– Articles/News
18. Google+
• New just this year
• Google Maps and Google+ pages are now
combined
• 170,000,000 active users
• 90,000,000 unique visitors
• Google+ users are 71% male – different audience
than Facebook and Twitter
• Websites using the +1 button generate 3.5x the
Google+ visits than sites without the button.
• A lot like Facebook
19. Google+ Search Engine Optimization
• Google stopped indexing Facebook pages
for … you guessed it … Google+ pages
• Even if you don’t have followers it is valuable
just for search engine optimization
• Google will reward you for posting often and
being an early adopter
20. Google+ What Kind of Page?
• Local Business or Place (maps)
• Product or Brand
• Company, Institution or Organization
• Arts, Entertainment or Sports
• Other
• Google with help you create the page that’s
right for you.
21. Google+ What’s a Circle?
• You can group your followers or your friends
• You can push posts to only be seen by
certain groups of people
• Gives you more control over who you’re
marketing to
22. Google+ Tagging and Posting
• Tag just like you do on Facebook. Must be a
follower of the page that you are posting.
• The business or person will be notified that
you tagged them.
• Don’t be afraid to tag big companies. Maybe
they’ll share your post.
• Not like Facebook where it will appear on
their page.
24. Flickr
• Hosts over 5,000,000,000 images
• 51,000,000 members
• 80,000,000 unique visitors
• Search engines love it
• Owned by Yahoo! so it can help you in other
search engines than Google – though
Google loves it too
25. Flickr Tags & Descriptions
• Adding tags to your images is important.
• People will search Flickr for things they are looking
for – tags and descriptions is the only way they can
find what they want
• Change your image titles – instead of IMG04319
make it “State Capitol – Lincoln, NE”
• Create links in your descriptions to direct people to
your web site
• You can now tag people and map your photo as well
26. Flickr What do I post?
• Product Photos
• Event Photos
• Staff Photos
• Fun Photos
• Store Front/Retail Store Photos
28. Foursquare
• Check-in based site
• 2,000,000 check-ins a week – 2,000 per
minute
• 2,000,000,000 check-ins total
• Over 20,000,000 users
• Doubled users from 2011-2012
• 60% of users are mail
• 41% are between 25-34
29. Foursquare Is it for me?
• Most check-ins of a certain place become the
“Mayor”
• People compete to become the Mayor
• Meant for businesses who have a physical location.
• Adding your home office probably not going to help
you.
• They’ll send a postcard to verify your address
30. Foursquare Give Incentives
• Swarm Special Like, "If 30 people check in at once,
get 25 cent wings"
• Friends Special Like, "Check in with 3 friends and
get a free dessert"
• Flash Special Like, "The first 10 people that check in
after 8pm get 25% off their order"
• Newbie Special Like, "Get a free cupcake on your
first check-in"
• Check-in Special Like, "Get a free appetizer when
you check in"
31. Foursquare Give Incentives
• Loyalty Special Like, "Get a free cookie
every 3rd check-in"
• Mayor Special Like, "Mayor gets 20% off
their entire bill”
• You can set how the special gets unlocked
and what the offer is
32. Foursquare Status Updates
• Recently added status updates to options.
Works much like a Facebook update.
• Use updates to drive people to your location
for special events.
• Make sure you connect your Facebook,
Twitter and web site to your listing.
34. YouTube
• Over 800,000,000 visits per month
• 4,000,000,000 hours of video are watched each month
• 72 hours of video are uploaded every minute
• 70% of traffic is international
• In 2011, YouTube had more than 1 trillion views or
around 140 views for every person on Earth
• 500 years of YouTube video are watched every day on
Facebook, and over 700 YouTube videos are shared
on Twitter each minute
35. YouTube Really? Videos?
• Don’t worry, I hate seeing myself on camera too.
• Don’t just have to be people talking.
• Be inventive.
• Viral Videos – the funnier or more clever, the
better.
• Don’t be scared – just try it!
36. YouTube The “Techie” Stuff
• High Definition video cameras are now the size
of a cell phone and cost under $150.
• If you’re going to do a lot of videos, invest in a
tripod.
• Every computer comes with some sort of editing
software – MovieMaker on Windows, iMovie on
Mac
• Keep your video 2 minutes or less
37. YouTube Search Engine Optimization
• YouTube is owned by Google
• Make sure you have a descriptive title. Default is
the name of your file – be sure to change it.
• Add a short description with keywords that will
help people find your videos.
• Share your videos on your other social media
sites.
39. Pinterest
• Virtual Pinboard
• Third most popular social network in US in terms of traffic
• 80% of pins are re-ins
• 80% of users are female, 30% 25-34 years old
• The top interests on Pinterest in the U.S. include crafts, gifts,
hobbies/leisure, interior design, and fashion
designers/collections.
• 11,000,000 unique monthly visitors
• Pinterest referrals spend 70% more than visitors referred from
non-social channels, including search, according to industry
reports.
40. Pinterest What do I pin?
• Make sure the image has a purpose
• Photos need to be “pretty” or “interesting”
• Uniqueness is key
• Pin products and refer people back to buy
them from your web site.
• Add a $ amount in the description it
automatically is put in their “shop” category
41. Pinterest Indexing
• This is another way to have your business
indexed by the search engines
• You are limited on the number of characters,
so be sure to keep keywords in mind
• Pinterest is changing the way web designers
design sites
42. Pinterest Pinning 101
• Create a Pinboard and place it in a general
category
• Add pins by uploading or linking from a web
site
• Make sure the photos are good size
• You can pin photos from other people’s
boards, then sharing it with my followers
44. LinkedIn
• 147,000,000 users
• 57% of users are male
• 10% of users are entrepreneurs
• 49% of LinkedIn users have a household
income over $100k
• 2,300,000,000 pageview/month
• Educated base
45. LinkedIn Who do I connect with?
• Unless you have personally worked with someone, do
not connect with them on LinkedIn
• Business card stalkers
• Great way to network
• Many companies will look at your LinkedIn profile
before brining you in for an interview
• Creates credibility
• If you don’t have a profile, get one
46. LinkedIn Groups
• Groups are not for every type of business
• Works well for membership organizations or
groups of people that have a common interest
• Eventually a LinkedIn Group can run itself
• Gives you an opportunity to directly reach
followers every 10 days through e-mail
48. Blogging
• Over 164,000,000 blogs
• 27% of bloggers are full-time bloggers
• 67% of bloggers are male
• 41% of readers hit the blog through search
engines, 28% from social media and 20% from
referring sites
• Technorati, Wordpress, and Blogger are free
options
49. Blogging What do I blog about?
• Upcoming events
• New products or services
• Industry knowledge
• Personal thoughts – but don’t get too personal
• Use lots of keywords – great for search engine
optimization
• Create lots of links
• Blog at least twice a week
52. Honorable Mentions
• Instagram: Retro photos uploaded from
iPhone or Android
• Tumblr: Post text, photos, quotes, links, music,
and videos from your browser, phone,
desktop, email or wherever you happen to
be.16,238,862,336 monthly page views.
• Reddit: 39,747,323 last month. A type of
online community where users vote on
content.
53. Marketing Your Social Media
• Post your icons on EVERYTHING
– Business Cards
– Product Labels
– Web Site
– Letterhead
– Car
– T-shirts
– & More …
– If they don’t know you have it, they won’t follow you
54. Let’s Go Through An Example
I’m launching a new size spice to my line of products.
55. Facebook/Google+
• Post: Our JB’s Fatboy All Purpose Rub was so popular we now
have it in 32 oz sizes! Visit our web site for a special this week
only – normally $20, this week it is only $15. Hurry, offer ends
soon! http://www.jbsfatboy.com
• Timeline Cover Photo: Change out to the spice with promotion
information promoting that it is “NEW”
• Post: Our 32 oz All Purpose Rub is a hit. What other spices would
you like to see in larger sizes?
• Photo: Images of your new labels, boxes of product ready to ship
out, first case, etc.
56. Twitter
• Post: @JBsFatBoy All Purpose Rub is now available
in a 32 oz. size. This week only, save $5 on your
online purchase. http://ow.ly/d8B7l #jbsfatboy
• Post: What @JBsFatBoy #barbeque seasoning would
you like to see in a larger size? #jbsfatboy
57. Flickr/Pinterest
• Photos of everything!
– New packaging
– First shipment
– Label ideas/bottle ideas
– Use your imagination
Foursquare
• Come to our store and receive $5 your $20 32 oz. All
Purpose Rub after check in
58. YouTube
• Promotional video
LinkedIn
• Post new information as a status update on
your profile
• Add a post to your group page promoting the
new product
59. How do I manage this??
HootSuite
• Free social media management tool up to 5 networks
• Preschedule all of your social media
60. Contact Information
Erin Malzer
GROW Nebraska
erin@grownebraska.org
(402)742-3121
www.GrowNebraska.org
Follow us on Facebook, Twitter, Google+,
Pinterest, LinkedIn, YouTube, Foursquare,
Flickr and follow us on GrowBlog.org
