Presentation was created for small and medium businesses as an introduction to Social Media. A variety of Social Media streams were presented -- including Facebook, LinkedIn, Pinterest, YouTube, etc. A brief introduction to blogging was also presented. Additionally, a discussion of how businesses can manage social media in just two hours per week was included. Please contact us at www.tincansunlimited.com for additional information.

1. Social Media for Business

2. About Tin Cans Unlimited
Marketing Solutions for a World Without Strings™
• We are a full service marketing agency – print,
broadcast, web, PR, social media, e-commerce

3. Socialnomics - Erik Qualman

4. Overview
• Social Media Defined
• The Social Media Channel
• Social Media Properties
• Integrated Social Media Stream
• Social Media Strategies to Support Business
• Question and Answer Session

5. Social Media Defined

6. SOCIAL MEDIA IS MARKETING
• The purpose of marketing is:
• Communicate, demonstrate and invite
• Communicate your value proposition
• Demonstrate that you can deliver
• Invite people to engage further

7. Social Media Defined
• Community
– It’s all about relationships
• Dialogue
– It’s a two-way conversation

8. Social Media Defined
• Parallels between Social Media &
Community Associations
– Thoughtful Participation
– Leadership
– Communication
– More

9. Social Media Defined
• Voluntary
– Your audience is not captive
– You are not intruding, you have been invited
– You can be disinvited so…
– Be a good guest

10. Social Media Defined
• Value
– No value, no audience
– Why do you invite certain people to a party?
• Humor?
• They are interesting?
• Well informed?
– Who do you NOT?

11. Social Media Defined
• Both a visual and verbal media
– Link to web content – mostly text
– Photos & Albums
• Pinterest and Facebook
– Memes
– Videos

12. Social Media Defined
• Social media’s power is in its viral nature
– People voluntarily sharing your message
– Double-edged sword
• People will complain sooner than compliment
• You can lose big on social media
– Opportunity to show customer service!

13. Social Media Defined
• A marathon, not a sprint
– Social media will pay off, but it takes time
• A garden, not a factory
– Great social media cannot be manufactured

14. Social Media Defined
• An enormous waste of time?
• It can be – but not to you
• You have to be where your customers are
• People like to buy from people they like
• Support your total marketing strategy

15. Social Media Defined
Questions?

16. The Social Media Channel

17. The Social Media Channel
• In marketing, a channel is any venue
you use to communicate your value
message
• Social media is a marketing channel

18. The Social Media Channel
•Email, blog, Facebook…are properties
•Support a community of common
interests
•Promote interaction with audience
•Drive users to your website

19. The Social Media Channel
•Audiences can be wildly different
•Age, rate of participation, loyalty
•Your mileage may vary

20. The Social Media Channel
•Communicate value messages to
interested audience
•Give users tools to advocate on your
behalf
•Promote Top of Mind Awareness

21. The Importance of TOMA
• Good Top of Mind Awareness means you
are first when customer comes to a point
of need
• Social media helps you participate all
along the sales cycle
• Bad TOMA has the opposite effect

22. The Importance of TOMA

23. What do I put in our
Social Media Stream?

24. The Valuable Message
• Links to content of interest to your
audience
– Industry blogs
– Memes
– Video
• Links to content you have created
– Your blogs, memes and videos

25. The Valuable Message - Links
Where to get Links
• Search alerts – can be turned into an
RSS
• RSS feeds from favorite blogs
• YouTube
• Share, retweet, pin it

26. The Valuable Message
Repetition = Engagement = Retention
• Only a percentage of your audience will
see your message on any given channel
• Start early
• Post often
• Not just OK to repeat – it is necessary

27. RSS=Real Simple Syndication
Picture = Good
for Facebook

28. RSS=Real Simple Syndication
• Feedly Pro to keep up with relevant
content
• HootSuite Pro to schedule posts
=+

29. YouTube Share
Click “Share”
Copy/Paste to
Share

30. Blogging – Your Message
Use a good blogging platform
• Blogging helps with search engine
ranking
• Gets your message out
• Allows people to share your message

31. Blogging – Your Message
• Most content management systems
have a blog component
• Use Blogger, Typepad or
Wordpress.org if you must
• Much better to have on your
domain/site
• You can drive and control conversions

32. Blogging – Your Message
• Testimonials
• Situation, action, result stories
• Your expert opinion on an industry
issue, change, innovation, etc.
• Events

33. Blogging – Your Message
Event
Informational
Post

34. Blogging – Your Message
Posted in
Timeline
Note Image

35. Blogging – Your Message
• Brainstorm stories
• 3-500 words – MAX
• Use lots of keywords
• Short, stubby sentences
• Good grammar

36. Blogging – Your Message
• Do not review your own work
• Hire a writer
• Reuse for other marketing efforts

37. Blogging – Your Message
• Ideal to have blog comments use
Facebook
• Is your website mobile friendly?
• Traffic from phones and tablets
exploding

38. Photos
• Perfect to show off your events &
projects
• Show people having fun at
an event
• Upload to Facebook, Pinterest, blog
galleries
• Link to from Twitter, Linked In

39. Memes
• Photos that contain a message
• Usually something humorous or
clever

40. Memes

41. Memes
Branded

42. Memes
Timing level = Epic

43. Photos & Memes
• Make someone responsible on the job
site for photos
• Make your own memes using meme
generator or Pixlr.com

44. Video
• A great way to “show, not tell”
• Audio quality more important than
video quality
• Keep it short, simple
• Slideshow with good audio will work
fine

45. Video
>12,000
Views in 2
years
How much to have 12,000 voluntarily
see your message?

46. Video
• Postage for 12,000 Homes
EDDM (.16c/home) - $5520.00
• Trade Show? Booth, staff, display…
• Works while you sleep
• Worth professional effort

47. Video
• YouTube for videos you want shared
• Vimeo allows for more control over
access

48. Social Media Properties

49. Social Media Properties
Facebook
• Single largest social media network
• Personal and business pages
• Targeted advertising available

50. Facebook Page Components
Custom URL
Cover
Profile Image
“Like” Button
Invite Friends

51. Facebook Page Components
Image
Post
Comment

52. Facebook Page Components
On the
Timeline
Image
Comments
appear
under posts

53. COMMENTS!?
• You can prevent people from
commenting on your page
• You cannot keep people from
commenting on their own timeline
• Do Not Panic
• We will discuss comments in greater
detail

54. Social Media Properties
Facebook Advertising
• CAI Heartland Trade Show
• 22,000 audience members in service
area with related keywords
• Reached 10,000+
• 410 clicks to Website
• Online registrations

55. Social Media Properties
Twitter
• Microblogging - 140 Characters
• Make announcements
• Engage “thought leaders”
• Younger moving to Twitter

56. Twitter Components
Twitter
Handle
Custom
Background
Profile Picture
Following/
Followers

57. Twitter Components
Twitter Handle
Tweet
Profile Picture
Hashtag
Shortened
Link

58. Hashtag Grouping

59. Social Media Properties
Twitter
• Not a high performing channel for
this audience
• Worth doing if done at the same time
as other channels using a tool like
Hootsuite

60. Social Media Properties
YouTube
• Post short, meaningful videos
• Can be embedded into website,
posted to Facebook and tweeted

61. YouTube Channel Components
Channel Name
Profile Image
Videos
Title &
Description

62. YouTube Channel Components
Description
URL
Keywords
Category

63. Social Media Properties
> 420
Views Since
April 2013
More people have seen the video than
attended the original seminars

64. Social Media Properties
Expert Videos
• Business partners deliver a short
video on a topic of interest to
community managers
• Content is not a commercial for
business partner…
• …but business partner is seen as
expert

65. Social Media Properties
Website/Blog
• The hub for all marketing efforts
• Library of content for social media
streams
• Where “conversions” take place

66. Conversions
Conversions are when a web user does
what you want them to.

67. Website/Blog Components
Header
Navigation
Title
Article
Illustration
Comments
Email Sign-Up

68. Website/Blog Components
Event
Registration
Pay Online

69. Social Media Properties
Email Newsletters
• Extends reach of social media efforts
• Easy to monitor results
• For audiences that skew older

70. Social Media Properties
Email Newsletters
• Excellent conversions
• Drive traffic to website & social
media properties
• Our email campaigns run at an
average 28% open rate

71. Social Media Properties
Email Newsletters – Open Rate
• 28% Open = 62% Not Open
• “I didn’t receive your email” =
“I missed it”
• REPEAT YOURSELF!

72. Email Newsletter Components
Social Links
Header
Article
Opt Out
Forward to a
Friend
Link back to
Website
Illustration

73. Social Media Properties
Linked In
• Professional networking
• Send messages to business
colleagues
• Find talent

74. Social Media Properties
LinkedIn
• Business and professional pages
• Maintain your personal, professional
brand

75. LinkedIn - Personal
Profile Image
Contact Info
Posts
Background

76. LinkedIn - Personal
Recommendations
To get recommendations, give recommendations

77. Social Media Properties
LinkedIn - Personal
• Every time I log in, I click a bunch of
endorsements
• I write recommendations regularly
• Update your Linked In feed regularly

78. Social Media Properties
LinkedIn - Business
• Very similar to personal profile
• Can add products and services
• Should be thorough

79. Social Media Properties
LinkedIn - Business
• Lends legitimacy to your enterprise
• A great way to find talent

80. LinkedIn - Business
Logo
Photo
Posts
About Your
Company

81. LinkedIn - Business
Products and
Services
Image
Description
Recommend

82. Social Media Properties
Pinterest
• Photo & video sharing site
• Overwhelmingly female users
• A great way to drive traffic to your
site – if your site has nice pictures

83. Pinterest
Add a pin here
Click on image

84. Pinterest
Photo added from
Website
Image links to
source web page
Adds your web
address
Comments

85. Social Media Properties
Pinterest
• Your web site needs to support robust
images for maximum benefit

86. Social Media Properties
Google Places
• Maintaining requires a Google Plus
Account
• Requires getting a call or postcard to
begin managing

87. Social Media Properties
Google Places
• Be thoughtful about how you claim it
– cannot change the master email
used for a Places entry

88. Social Media Properties
Google Places
• Post photos
• Hours of operation
• Map
• Reviews

89. Social Media Properties
Google Places
• Phone
• Web Address
• Info shows up on Google Maps –
including mobile version

90. Google Places
Map
Profile Image
Photos
Reviews

91. Social Media Properties
Private Community Sites
• Excellent for forging a tight
community
• More control over content, features,
membership

92. Social Media Properties
Private Community Sites
• Can function as both a web page and
social network
• Good for groups with a
critical mass

93. Private Community Sites
Combination website
and Social Media
Platform
Members
Video
Conversations
Members Only

94. Social Media Integration

95. Social Media Integration
• Social media should be part of all your
marketing efforts
• Ask “How can this be augmented with
social media?”

96. Social Media Integration
• Include links to social media
properties in print
• Collect email addresses – ask for
business cards & scan them
• Email sign-up is a conversion! Set
goals and quotas

97. Social Media Integration
• Always include web address
• Create a landing page for promotions
to track effectiveness
– YourDomain.com/promo
– Monitor traffic
– Use “UTM” codes or equivalent

98. Social Media Integration
• Mention web address in radio spots –
make web-only offers
• Feature web address prominently in
TV/cable spots
• Consider broadcast-only version of
your domain

99. Social Media Integration
CAI 2014 Trade Show
• Ran ad in direct mail magazine
• Spike in traffic on publication dates
• Coordinated with Facebook ad
campaign
• Huge upswing in attendance!

100. Social Media Best Practices

101. Social Media Best Practices
• Social media should be part of all your
marketing efforts
• Consistency is key

102. Social Media Best Practices
• Should be “owned” by someone
• Use a social media management tool
like Hootsuite

103. Social Media Best Practices
• Can be supported by multiple
administrators
• Must be monitored for customer
service opportunities

104. Social Media Best Practices
• Set goals, create and follow a strategy
• LinkedIn requires an email from a
domain for a business page

105. Social Media Best Practices
• Google Places requires a Google Plus
account
• Use social@yourdomain.com for setting
up social media properties

106. COMMENTS!!
• A soft answer turns away anger
• Be painfully polite – let the complainer
be the jerk

107. COMMENTS!!
The Solution to Pollution is Dilution

108. Social Media In 2 Hours Per Week

109. Social Media In 2 Hours Per Week
• Review RSS Feeds
• Use Hootsuite to schedule a week’s
worth of social media posts
• Twitter, LinkedIn sent the same post
and time

110. Social Media In 2 Hours Per Week
• Monthly, brainstorm blog post stories
• SAR Stories
• Inspiration is everywhere – just be
patient

111. Social Media In 2 Hours Per Week
• Blog every other week
• College essay model
– Thesis
– Support
– Conclusion
• Add gallery posts (for Pinterest)

112. Social Media In 2 Hours Per Week
• Newsletter every other week
• Email subscribers get first look at
upcoming blogs – about 2 weeks
• Spend about 45 minutes administering
email newsletter

113. Social Media In 2 Hours Per Week
• Post albums to Facebook & Blog
• Link photos to Pinterest from
Website
• Make memes from interesting shots

114. Social Media In 2 Hours Per Week
• Web video is the killer app
• Set aside two days every quarter to
shoot and edit
• Consider professional help with
scripting & shooting

115. Conclusions
• Social media is not a fad – Enormous
potential
• Your firm is very likely already part of
the social media sphere – who controls
your message?
• Done well, social media can provide
great benefit over the long haul

116. Contact Tin Cans Unlimited
www.tincansunlimited.com
info@tincansunlimited.com
(717) 454-4004