Understanding Social Media
Marketing

Giselle Aguiar, Social Media Strategist & Trainer

AZSocialMediaWiz.com | @AZSocialN...
Outbound vs. Inbound

© 2013 AZSocialMediaWiz.com

!2
Marketing Basics

✦ Target Market: Clearly define - pain points
✦ Research: Which networks are they on? Find industry expe...
Search Engine Rankings

© 2013 AZSocialMediaWiz.com
© 2013 AZSocialMediaWiz.com

!4
Panda & Penguin
✦ Google changed the game with the Panda update Feb. 2011
✦ Penguin came out April 2012 as a tweak to Pand...
It All Works Together

© 2013 AZSocialMediaWiz.com

!6

© 2013 AZSocialMediaWiz.com
Social Media Membership
✦ Facebook: 1.2+ billion
✦ Google+: 700+ million (350m active users)
✦ Twitter: 500+ million (215m...
Learning

© 2013 AZSocialMediaWiz.com

!8
The Major Networks

© 2013 AZSocialMediaWiz.com

!9
Which Network?
✦ Must have a presence in the major
ones
✦ Focus where the target market is
and
✦ The ones that’s bringing ...
Benefits of Social Media
✦ Establishes them as an expert in their field
✦ Increases brand visibility
✦ Exposure - The New ...
Why Social Media Marketing?
✦ People buy from whom they know & trust
✦ Build relationships - get to know the customers as ...
Buying Power

!13

© AZSocialMediaWiz.com | @AZSocialNetWiz
“New” Media Marketing

© 2013 AZSocialMediaWiz.com

!14
Blogging is Content Marketing
✦ What they know
✦ Trends/Industry News
✦ Interviews/Commentaries
✦ Success Stories
✦ Hypoth...
What to Blog About?
✦ Lists - 10 ways to….
✦ FAQs
✦ Repurpose Old Articles
✦ Informative/Useful Info
✦ Entertaining/Fun
✦ ...
How Often?

Source:
Hubspot

© 2013 AZSocialMediaWiz.com

!17

© 2013 AZSocialMediaWiz.com
Blog at Least 3x a Week
Monthly Page Views
1,691

1,087

402

Actual client* blogging
1x week
Started blogging 3x a week i...
Google+
✦ A social network run by Google
✦ Public posts & links get indexed
in Google search engine
instantly!
★ If your b...
Google+ Local

© 2013 AZSocialMediaWiz.com

!20

© 2013 AZSocialMediaWiz.com
Google+ Branding
Verified Local Business

Verified
Website

Hi-def Cover: 2120 x 1192 pixels
Square to round logo: 250 x 250...
YouTube
✦ 2nd largest search engine
✦ 1 billion users a month
✦ 6+ billion hours watched per month
✦ 100 hours of video up...
YouTube Channel

✦ Connects with your Google+ account - make sure it’s
the business page!
✦ Defaults - general description...
YouTube Channel Art

Not actual size! YouTube is the most difficult to set up.
Hire a graphic designer create it.2013 AZSoc...
Going Viral

✦ KISS - Keep It Short & Sweet
✦ Make it funny
✦ Tug at the heart strings
✦ Something very useful
© 2013 AZSo...
LinkedIn
✦ World’s largest professional network
✦ Your virtual roll-o-dex
✦ 200+ countries & 20 languages
✦ 2 new members ...
The Power Formula
✦ For each Unique Relationship in your first level
✦ You will have approx. 100 additional number 2’s
✦ a...
LinkedIn Groups
✦ Best place to
network!
✦ Search groups & find
your target market
✦ Private vs. Public
groups
✦ Daily vs....
LinkedIn Company Branding

✦ Upload a graphic 646 x 220 pixels
© 2013 AZSocialMediaWiz.com

!29

© 2013 AZSocialMediaWiz.c...
Facebook
851 x 315 pixels
180 x 180 pixels

© 2013 AZSocialMediaWiz.com

!30

© 2013 AZSocialMediaWiz.com
Facebook
✦ More B2C than B2B
✦ Business pages are separate from personal pages
✦ Fill out the “About” section completely w...
Facebook Insights

© 2013 AZSocialMediaWiz.com

!32

© 2013 AZSocialMediaWiz.com
Twitter
✦ News no longer breaks, it tweets!
✦ A real-time platform
✦ You grow a following by following people, tweeting,
r...
Twitter Branding

Header:

1252 × 626 px
Background:
1288 x 728 px

Note: Take into consideration the different sizes of
c...
Twitter Dos & Don’ts
✦ Thank folks for RTing, mentioning you & following
✦ Don’t share just your content
✦ Upload a pictur...
Pinterest
✦ A Virtual Pinboard
✦ All Visual - pin pictures & videos
✦ 2.5 million monthly page views
✦ 5 million pins per ...
Pinterest Branding

© 2013 AZSocialMediaWiz.com

!37

© 2013 AZSocialMediaWiz.com
#Hashtags
✦ A hashtag is the pound or number sign
(#) placed in front of a keyword or phrase
to make it clickable and sear...
Magic Numbers

✦ LinkedIn - 50 connections + complete profile = “All-Star”
✦ Facebook - 30 likes - Insights
✦ Twitter - 10...
Keep Feeding Them

© 2013 AZSocialMediaWiz.com

!40
10-4-1 Rule
✦ For every 15 posts...
★ 10 are other peoples’ content
shared with your followers
★ 4 are your original conte...
Sweat Equity = ROI

✦ Start implementing & building relationships: Engage!
✦ Blog 3x a week, tweet & post several times a ...
Free Tools
✦ Hootsuite.com - schedule posts to LinkedIn updates,
groups, & company pages as well as Google+
✦ TweetDeck.co...
It Takes Time!
✦ Don’t expect immediate results
✦ It’s a long-term commitment
✦ 6 months to 2 years to really build an onl...
Resources
✦ eMarketer.com
✦ Hubspot.com
✦ MarketingSherpa.com
✦ SocialMediaToday.com
✦ SocialMediaExaminer.com
✦ AZSocialM...
SCORE
✦ GreaterPhoenixSCORE.org - blog - we need content
✦ twitter.com/SCOREPhx
✦ facebook.com/SCOREphx
✦ plus.google.com/...
Steps to Social Media Marketing
1. Analysis
2. Define Your Target Market’s Persona
3. Research
4. Strategic Plan
5. Tactic...
AZ Social Media Wiz
AZSocialMediaWiz.com
@AZSocialNetWiz !
LinkedIn.com/giselleaguiar!
!

Free 30-minute Phone Consultatio...
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Understanding Social Media Marketig - Greater Phoenix SCORE

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This was presented by Giselle Aguiar, AZ Social Media Wiz to the SCORE mentors on 12/12/13 so they can better understand inbound, content and social media marketing so they can better advise the small business owners whom they mentor. It is an overview of all the social media networks, how to blog, how content marketing works together with social media and search engine optimization (SEO).

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Understanding Social Media Marketig - Greater Phoenix SCORE

  1. 1. Understanding Social Media Marketing Giselle Aguiar, Social Media Strategist & Trainer
 AZSocialMediaWiz.com | @AZSocialNetWiz © 2013 AZSocialMediaWiz.com 1 !1
  2. 2. Outbound vs. Inbound © 2013 AZSocialMediaWiz.com !2
  3. 3. Marketing Basics ✦ Target Market: Clearly define - pain points ✦ Research: Which networks are they on? Find industry experts & influencers; follow & share their content ✦ Create a Social Media Strategic & Tactical Plan ✦ Set-up a blog, social accounts & profiles with consistent branding, with SEO & interconnect all with website ✦ Learn how to properly use the tools - each network “drives” differently ✦ Add social to collateral material & email signature !3 © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
  4. 4. Search Engine Rankings © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com !4
  5. 5. Panda & Penguin ✦ Google changed the game with the Panda update Feb. 2011 ✦ Penguin came out April 2012 as a tweak to Panda ✦ The latest algorithm update: Hummingbird ✦ Lowers the rank of low-quality sites ★ Duplicate content ★ Keyword stuffing ★ Back links on irrelevant sites ✦ Giving the searcher exactly what they’re searching for ✦ Google wants fresh, relevant content written for the human reader in natural language ✦ Follow Google’s rules for search engine optimization (SEO) © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com !5
  6. 6. It All Works Together © 2013 AZSocialMediaWiz.com !6 © 2013 AZSocialMediaWiz.com
  7. 7. Social Media Membership ✦ Facebook: 1.2+ billion ✦ Google+: 700+ million (350m active users) ✦ Twitter: 500+ million (215m active users) ✦ LinkedIn: 259+ million ✦ Pinterest: 70+ million © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com !7
  8. 8. Learning © 2013 AZSocialMediaWiz.com !8
  9. 9. The Major Networks © 2013 AZSocialMediaWiz.com !9
  10. 10. Which Network? ✦ Must have a presence in the major ones ✦ Focus where the target market is and ✦ The ones that’s bringing traffic to the website © 2013 AZSocialMediaWiz.com !10
  11. 11. Benefits of Social Media ✦ Establishes them as an expert in their field ✦ Increases brand visibility ✦ Exposure - The New Word of Mouth ✦ Networking – sharing – social amplification ✦ Lead generation ✦ Aids in SEO & increases website traffic ✦ Reduces marketing costs ✦ Helps promote their fresh, relevant content © 2013 AZSocialMediaWiz.com !11
  12. 12. Why Social Media Marketing? ✦ People buy from whom they know & trust ✦ Build relationships - get to know the customers as they get to know the business ✦ Engage – 2-way communication ✦ Offer value ✦ Give them something ✦ Customer service © 2013 AZSocialMediaWiz.com !12
  13. 13. Buying Power !13 © AZSocialMediaWiz.com | @AZSocialNetWiz
  14. 14. “New” Media Marketing © 2013 AZSocialMediaWiz.com !14
  15. 15. Blogging is Content Marketing ✦ What they know ✦ Trends/Industry News ✦ Interviews/Commentaries ✦ Success Stories ✦ Hypothetical Situations ✦ “Don’t Let This Happen To You!” ✦ Reviews © 2013 AZSocialMediaWiz.com !15 © 2013 AZSocialMediaWiz.com
  16. 16. What to Blog About? ✦ Lists - 10 ways to…. ✦ FAQs ✦ Repurpose Old Articles ✦ Informative/Useful Info ✦ Entertaining/Fun ✦ Guest Blogger ✦ Videos ✦ 300 words ✦ Editorial Calendar !16 ✦ Always add a graphic © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
  17. 17. How Often? Source: Hubspot © 2013 AZSocialMediaWiz.com !17 © 2013 AZSocialMediaWiz.com
  18. 18. Blog at Least 3x a Week Monthly Page Views 1,691 1,087 402 Actual client* blogging 1x week Started blogging 3x a week in June *US-AfricaGateway.biz !18 © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
  19. 19. Google+ ✦ A social network run by Google ✦ Public posts & links get indexed in Google search engine instantly! ★ If your business has 100 followers with active engagement, your Google search engine results position can improve by 14 spots. ✦ You must have a personal account with your name to create a business page. ✦ Free video conferencing: Hangouts !19 ✦ Content authorship © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
  20. 20. Google+ Local © 2013 AZSocialMediaWiz.com !20 © 2013 AZSocialMediaWiz.com
  21. 21. Google+ Branding Verified Local Business Verified Website Hi-def Cover: 2120 x 1192 pixels Square to round logo: 250 x 250 pixels © 2013 AZSocialMediaWiz.com !21 © 2013 AZSocialMediaWiz.com
  22. 22. YouTube ✦ 2nd largest search engine ✦ 1 billion users a month ✦ 6+ billion hours watched per month ✦ 100 hours of video uploaded every minute ✦ YouTube reaches more US adults aged 18-34 than any cable network. (Nielsen) ✦ Owned by Google & YouTube comments will be fueled by Google+ © 2013 AZSocialMediaWiz.com !22 © 2013 AZSocialMediaWiz.com
  23. 23. YouTube Channel ✦ Connects with your Google+ account - make sure it’s the business page! ✦ Defaults - general description with keywords ✦ Links to website & social ✦ In-video branding & call-to-action ✦ Free-use background music ✦ Channel Art - Branding in hi-def !23 © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com
  24. 24. YouTube Channel Art Not actual size! YouTube is the most difficult to set up. Hire a graphic designer create it.2013 AZSocialMediaWiz.com © !24 © 2013 AZSocialMediaWiz.com
  25. 25. Going Viral ✦ KISS - Keep It Short & Sweet ✦ Make it funny ✦ Tug at the heart strings ✦ Something very useful © 2013 AZSocialMediaWiz.com !25 © 2013 AZSocialMediaWiz.com
  26. 26. LinkedIn ✦ World’s largest professional network ✦ Your virtual roll-o-dex ✦ 200+ countries & 20 languages ✦ 2 new members join every second ✦ 65% Male / 35% Female ✦ Over 75% are college educated ✦ Majority between ages 35 and 54 ✦ Avg. household income over $110,000 ✦ Over 3 million company pages © 2013 AZSocialMediaWiz.com !26 © 2013 AZSocialMediaWiz.com
  27. 27. The Power Formula ✦ For each Unique Relationship in your first level ✦ You will have approx. 100 additional number 2’s ✦ and 4,700 number 3’s Your Friends - #1s You s Your Friends’ Friends - #2s Your Friends’ Friends’ Friends #3s © 2013 AZSocialMediaWiz.com !27 © 2013 AZSocialMediaWiz.com
  28. 28. LinkedIn Groups ✦ Best place to network! ✦ Search groups & find your target market ✦ Private vs. Public groups ✦ Daily vs. Weekly digest emails ✦ Participate & get known © 2013 AZSocialMediaWiz.com !28 © 2013 AZSocialMediaWiz.com
  29. 29. LinkedIn Company Branding ✦ Upload a graphic 646 x 220 pixels © 2013 AZSocialMediaWiz.com !29 © 2013 AZSocialMediaWiz.com
  30. 30. Facebook 851 x 315 pixels 180 x 180 pixels © 2013 AZSocialMediaWiz.com !30 © 2013 AZSocialMediaWiz.com
  31. 31. Facebook ✦ More B2C than B2B ✦ Business pages are separate from personal pages ✦ Fill out the “About” section completely with relative keywords ✦ After 30 likes - check insights ✦ Don’t buy Facebook likes © 2013 AZSocialMediaWiz.com !31 © 2013 AZSocialMediaWiz.com
  32. 32. Facebook Insights © 2013 AZSocialMediaWiz.com !32 © 2013 AZSocialMediaWiz.com
  33. 33. Twitter ✦ News no longer breaks, it tweets! ✦ A real-time platform ✦ You grow a following by following people, tweeting, retweeting & sharing ✦ Goal is to get folks to RT (retweet) your tweets to their followers ✦ Customer service - monitor your brand & respond to questions © 2013 AZSocialMediaWiz.com !33 © 2013 AZSocialMediaWiz.com
  34. 34. Twitter Branding Header:
 1252 × 626 px Background: 1288 x 728 px Note: Take into consideration the different sizes of computer screens when designing your background. You can also upload a graphic that repeats. © 2013 AZSocialMediaWiz.com !34 © 2013 AZSocialMediaWiz.com
  35. 35. Twitter Dos & Don’ts ✦ Thank folks for RTing, mentioning you & following ✦ Don’t share just your content ✦ Upload a picture or logo ✦ Don’t tweet the same thing over & over ✦ Follow folks who are worthy ✦ Tweet several times a day ✦ Don’t buy Twitter followers © 2013 AZSocialMediaWiz.com !35 © 2013 AZSocialMediaWiz.com
  36. 36. Pinterest ✦ A Virtual Pinboard ✦ All Visual - pin pictures & videos ✦ 2.5 million monthly page views ✦ 5 million pins per day ✦ 500,000 business accounts ✦ Promoted pins - coming soon! ✦ Rich pins © 2013 AZSocialMediaWiz.com !36 © 2013 AZSocialMediaWiz.com
  37. 37. Pinterest Branding © 2013 AZSocialMediaWiz.com !37 © 2013 AZSocialMediaWiz.com
  38. 38. #Hashtags ✦ A hashtag is the pound or number sign (#) placed in front of a keyword or phrase to make it clickable and searchable. ✦ Hashtags only work with letters & numbers - no spaces between words ★ Yes: #socialmedia
 No: #social media ✦ Use them consistently in posts & tweets ✦ Use them to promote events: #Metrocenter40th © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com !38
  39. 39. Magic Numbers ✦ LinkedIn - 50 connections + complete profile = “All-Star” ✦ Facebook - 30 likes - Insights ✦ Twitter - 100 followers - get insights with SocialBro ✦ Google+ - 100 “active” followers - increased ranking © 2013 AZSocialMediaWiz.com !39
  40. 40. Keep Feeding Them © 2013 AZSocialMediaWiz.com !40
  41. 41. 10-4-1 Rule ✦ For every 15 posts... ★ 10 are other peoples’ content shared with your followers ★ 4 are your original content or tips ★ 1 is a direct sales post © 2013 AZSocialMediaWiz.com !41 © 2013 AZSocialMediaWiz.com
  42. 42. Sweat Equity = ROI ✦ Start implementing & building relationships: Engage! ✦ Blog 3x a week, tweet & post several times a day ✦ Send out a Newsletter at least once a month ✦ Monitor brand & measure traffic to the website. ✦ Re-analyze & adjust the efforts based on site statistics © 2013 AZSocialMediaWiz.com !42 © 2013 AZSocialMediaWiz.com
  43. 43. Free Tools ✦ Hootsuite.com - schedule posts to LinkedIn updates, groups, & company pages as well as Google+ ✦ TweetDeck.com - schedule posts to Twitter, monitor new followers and interactions ✦ SocialBro.com - monitor Twitter demographics, find the best time to tweet and what time zones your followers are in ✦ Feedly.com - RSS feed reader to curate content ✦ AddThis.com tool bar - makes it easy to share content ✦ Follow & share buttons for your website to make it easy for folks to follow you and share your content ✦ Bookmarking Sites: Digg, Reddit & StumbledUpon ✦ Google Keyword Tool © 2013 AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com !43
  44. 44. It Takes Time! ✦ Don’t expect immediate results ✦ It’s a long-term commitment ✦ 6 months to 2 years to really build an online reputation ✦ Be consistent ✦ To outsource or not to outsource ✦ Constantly changing © 2013 AZSocialMediaWiz.com !44 © 2013 AZSocialMediaWiz.com
  45. 45. Resources ✦ eMarketer.com ✦ Hubspot.com ✦ MarketingSherpa.com ✦ SocialMediaToday.com ✦ SocialMediaExaminer.com ✦ AZSocialMediaWiz.com © 2013 AZSocialMediaWiz.com !45
  46. 46. SCORE ✦ GreaterPhoenixSCORE.org - blog - we need content ✦ twitter.com/SCOREPhx ✦ facebook.com/SCOREphx ✦ plus.google.com/+ScorephoenixORG ✦ pinterest.com/phoenixscore/ ✦ www.linkedin.com/company/greater-phoenix-score ✦ www.linkedin.com/groups/Greater-Phoenix-Score-2564681 © 2013 AZSocialMediaWiz.com !46
  47. 47. Steps to Social Media Marketing 1. Analysis 2. Define Your Target Market’s Persona 3. Research 4. Strategic Plan 5. Tactical Plan 6. Set-up & Integration - Optimize for SEO 7. Learn How to Properly Use the Tools 8. Implementation 9. Create & Curate Content & Build a Following 10.Monitor & measure © 2013 AZSocialMediaWiz.com !47
  48. 48. AZ Social Media Wiz AZSocialMediaWiz.com @AZSocialNetWiz ! LinkedIn.com/giselleaguiar! ! Free 30-minute Phone Consultation & Analysis! giselle@AZSocialMediaWiz.com! 602-738-1700 © 2013 AZSocialMediaWiz.com !48

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