Created for the Consortium for Entrepreneurial Education Learn the 4 Steps to Social Media Success Learn from examples from Twitter, Facebook, Linkedin, Pinterest and Blogs Learn from case study about how Microsoft used Pinterest to launch a new product Additional resouces included: Social Media Planning Guide, Create your social media guidelines forms, blog content ideas and more.

1. Your Social Media Guide
Toby Bloomberg - @tobydiva
CMG, Director of Social Media Integration
2012
Modern Marketing On A Budget

2. 4 Steps To Social Media Success

3. 4 Steps To Social Media Success
1. Customers

4. 4 Steps To Social Media Success
2. Content

5. 4 Steps To Social Media Success
3. Care

6. 4 Steps To Social Media Success
4. Communicate

7. People like to do business with people they like.
“People-based relationships and performance will continue to be
the most important formula for success.” Lorraine Tribe, Quest Personnel

8. Source: Forrester Research
Then

9. Source: Forrester Research
Now

11. Social Media/Networks: -Facebook
Content
 Sharing work
 Research
Share
Conversation

12.  Educate
 Emotional Connection
 Entertain
Relevant

13. Teacher
PTA

14. Social Media/Network: Twitter
Content
 Professional
opportunity
Share
Conversation

15. Twitter: Principal

16. Twitter: During Class
Students can ask questions as you teach
Students can answer each other’s questions when they
arise
Classrooms can collaborate by giving each other advice
on different topics: test prep advice, grammar tips, etc…
Students can summarize larger pieces of text in 140
characters or less
Classrooms can share rules for specific subjects
Students can ask questions/answer questions from
students in other rooms, schools, states, etc…
Students can use it as a publicly written Think Aloud
Teachers can invite community members and parents to
view a window into your classroom during a specific time
From twitter4teachers
Thinking Aloud

17. Social Media/Networks: LinkedIn
Content
 Member
question
Share
Conversation

19. What’s A Blog?
An online journal which produces fame
without wealth for pajama-clad scribes,
known as bloggers, who write so well
they don’t need editors and survive by
eating ramen noodles and Tang
powder from a spoon. Heard if from Scrappleface
blog

20. Social Media/Networks: Blog
Content
 Thought
leadership
through
social networking
crowd sourcing
Share
Conversation

21. Blog: Classroom Teacher + Students

22. Blogs: Principals & School BusDrivers

23. Social Media/Networks: Pinterest
Content: Pins
Share
Conversation

25. Bio Boards
Benefits
• Personal branding
•Thought leadership
• Subject matter expert
• Look behind the resume
• Highlight what’s
important

26. Pinterest Case
Microsoft Product Launch Contest
“Since we had such great artists that designed amazing art on our
mice, Pinterest proved to be a great vehicle to promote this initiative.”
BJ O’Hare, Microsoft

27. Pinterest Contest: Product Design Launch
Microsoft – Case Study
Why Pinterest
• New mouse designs expressive and appeal to people
looking for ways to personalize their everyday life.
• Use Microsoft designer mouse pins to “decorate” boards
Goals
• Generate awareness of the new colors and artist designs
through engagement with an audience
• Increase followers of Microsoft boards
• Generate repins
Awareness
•Microsoft social networks: Facebook, Twitter,
blogs, TechTuesday tweet chat (#winchat/@windows)

28. Pinterest Contest: Product Design Launch
Microsoft – Case Study
Engagement Tactic
• Added new images every few are
fresh pins for people to use
Research Analysis
• Designs vs color images
pinned
• Rerepinning the contest pin
• Pin & board descriptors
• Group of images vs single
item images
• Product images vs lifestyle
images.
From Diva Marketing Interview with BJO’Hare
http://bit.ly/1rXcHGZ

29. Before You Begin To Pin
1. How can you leverage and integrate social visual
communications to support your brand story?
• Goals
• Brand values
• Brand promise
5. What is Success?
• What are your metrics?
6. How will you manage social visual challenges?
• What to pin e.g. images & sites
• What not to pin e.g. images & sites
• Watermarks
• Key words
7. How will you create awareness?

30. Return On Social Media
Define success – based on goals and objectives
• ROI/revenue
• ROO/return on objectives
• ROE/return on engagement
• Such as:
 Reinforce branding
 Improve customer service/product support
 Lead generation/new business opportunities
 Loyalty marketing
 Customer feedback
 Search engine rankings
 Sharing internal knowledge
 Executive leadership
 Increased awareness
 Media attention
 Learnings

31.  Objectives
 Goals
 Identify target audience
 Who
 Where are they online?
 What are they doing?
 How do they want to engage with the (people of) brand
 Determine tactics
 Listen to digital conversations
 How will social media tactics integrate into current and future
initiatives?
 Determine metrics for success
 Quantitative: Web analytics, followers, friends, likes, shares,
 Go Behind The Numbers
 New Value: longevity of digital, halo effect of influencers,
 Determine awareness program
Social Media Planning Guide
1:00p

32. Social Media
Platform
Who will you friend,
follow, connect, etc.*
Personal Sharing
Scale of 1-5
Blog
Facebook
Twitter
Podcast
Video
Google+
LinkedIn
Pinterest
*Colleagues, clients, friends, vendors, media, etc.
** Scale of 1-5 where 1 means no personal sharing, 5 means a lot.
Getting Started: On Your Terms

33. Top 11 Blog Post Ideas
1. Instructional - How to do
2. Informational – Passing along information
3. Top List – a la David Letterman’s
4. Profiles – Highlight employees
5. Interviews – Customers, parents, students
6. Inspirational - Success stories
7. Book Reviews
8. Survey/ polls
9. Resources
10. Video - Incorporate videos into a text

34. 4 Steps To Social Media Success
1. Customers 2. Content
3. Care 4. Communicate

35. Without leaps of imagination or
dreaming, we lose the excitement of
possibilities.
Gloria Steinem

36. Join The Conversation With Me!
www.Divamarketingblog.com
@tobydiva
http://www.pinterest.com/tobydiva/my-bio-a-little-beyond
http://about.me/tobybloomberg
www.linkedin.com/in/tobybloomberg/
Social Media GPS .. a free eBook
A Guide To Social Media 1 Tweet At A Time
http://www.box.net/shared/0n18eeycl4
Reach out if I can help with your social media strategy