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Latest Trends in Social Media

   Shannon Kinney, Dream Local
    shannon@dreamlocal.com
         Camden, Maine
            July 2012
What to expect today:

- General tips and tricks
- What you should be doing,
measuring
- Tactics for Facebook,Twitter,
LinkedIn, Foursquare
- Q&A
From traditional media and
    marketing tactics,
      to new media

 navigating this transition
is critical for your business
Social media has changed
         our lives
       our language
       our behavior
  our shopping habits…

     our businesses
Why social matters
People are relying more heavily on
 interactive online media for their
         information via….
http://www.youtube.com/watch?v=DZ0fpMpyXJ0
Facebook now has more than

901 million ACTIVE
          users
Questions get answered.
Recommendations are made.
   Conversations happen.
      Are you there?

  Are you REALLY there?
Social Media Marketing
Win at social media
• Professionally designed page
• Thoughtful content strategy that incorporates
  the personal touch, sales and marketing, and
  outbound marketing strategy
• Listen and respond, stimulate conversation
• Utilize the new feature of outbound
  commenting as your page
• WOW your fans!
Content is king
• One of the largest determining factors in how
  well your site performs on search is the quality,
  relevancy, amount of and freshness of your
  content – and keywords!!
• Carefully consider your site content and how it
  incorporates words people will search for you by
• Can you / should you blog? Try BDN Maine
  Marketplace
Content is king
• Can you establish yourself as an expert and/or
  resource?
• Blog suggestions:
  • Top 10 FAQ about your business
  • Overcome objections
  • Consider – what do people type in to search engines
    that you can answer?
• PLAN!
Developing your content plan
• Why a content plan is important
• What’s in a content plan?
  • Your voice
  • Important brand messages
  • What will be posted where, when
  • Standards for your content mix (marketing and
    promotion, conversation, listening) – balance is
    CRITICAL
  • Promotions / strategies for fan base growth
Utilizing social media to drive traffic
           to your web site:

      How do they relate?
   What content goes where?
  What address do I promote?
How do I increase traffic to my site?
Facebook
• Do I need to use it? If you
  are able to, you should. If
  you’re responsible for
  marketing your business,
  absolutely.
• Does my business need to
  be there now? Yes. There
  are no ifs, ands, or buts.
  Regardless of your business,
  you need to be represented
  here. We can help!
• Top benefit: You stay top of
  mind with people as they
  browse – you’re part of the
  conversation
Facebook: Statistics
   • More than 50% of active users log in each
     day
   • People spend over 700 billion minutes per
     month on Facebook
   • 2.7 billion posts are “liked” or commented
     on each day
   • 250 million photos are shared each day
   • 1 million business page “likes” are
     happening each day – and that is shared
     with all of their friends
Source: Facebook
19   19
Facebook: What you should do
Post tips
•   Know your audience
•   Timing is important
•   Clarity
•   Mix it up and create balance
•   Encourage conversation
•   Encourage sharing / tagging
•   LISTEN! Respond!
•   Utilize photos and videos regularly
Pull in blogs or feeds




- Apps to use: RSS Graffiti, Dlvr.it, NetworkedBlogs
Facebook Voice
Outbound Marketing
•   “Tagging”
•   Posts
•   Comments
•   “Likes”, Featured Likes
•   Grow your audience, business outreach
Fan Base Growth: Promote your page
 • On your web site
     https://developers.facebook.com/docs/reference/plugins/like
     -box/

 •   Email signatures
 •   Signs in location, on vehicles
 •   Stationary
 •   All marketing – when in doubt of what to
     promote, promote Facebook
Fan Base Growth
• Turn buyers into fans at time of purchase
  • In store – promote on receipts or verbally
  • Online – add Facebook like box to thank you/conf
    page
• Incentives – add a reward to incent
  people to like page
• Facebook ads
• Word of mouth contests
Facebook Ads
• Powerful targeting
• Like search marketing but different
  • Search = keywords, demand fulfillment
  • Facebook = interests, demand generation
Facebook Ads
• Target your Fan’s Friends
Facebook Contests
• Define goals and details
• Get legal – use an app
• Prepare, promote and converse
  • Fangate, use existing lists, shareable, content
    submissions
  • Encourage viral sharing (voting, getting likes)
• Manage and analyze
• Begin the REAL work – engage!
Twitter
• Do I need to use it? It is
  powerful but not for
  everyone
• Does my business need
  to be there now?
  Depends on your
  business. If you create
  and write a lot of
  content, Twitter is a
  fantastic tool. It works
  extremely well for
  searching, listening and
  communicating quickly
  with your customers
Twitter: What you should do
LinkedIn
• Do I need to use it? If you
  would benefit from
  sharing your background,
  establishing your
  expertise, and showing
  who you are connected
  to professionally, yes.
• Does my business need
  to be there now? It’s
  much more important for
  companies interested in
  hiring, and/or conducting
  b2b business, but can be
  a very powerful tool for
  establishing expertise as
  well
LinkedIn: What you should do
In the business world…
• Over 41% of LinkedIn users have generated
business from it
• 70% of Americans use it for job searches
• 85% of US Companies use it for recruiting



      How can you use LinkedIn?
Building your networks
• Quality more important than quantity
• Start with your existing network
• Export them from your Outlook or CRM system
• Leverage free email account address books (yahoo!
Gmail, hotmail)
LinkedIn’s Guide to Small Business
                Success Series




http://smb.linkedincreatives.com/
Foursquare
•   Do I need to use it? If you
    enjoy showing businesses
    that you frequent them, and
    if you’re just a wee bit
    competitive, it is a fun tool to
    use. Great for deals or
    visiting new areas
•   Does my business need to be
    there now? If your business
    is retail, hospitality-oriented,
    a restaurant or bar, we highly
    recommend leveraging
    Foursquare. It is a powerful
    tool to offer deals, recognize
    your best customers, and
    monitor what customers are
    saying about you on the
    Web.
Foursquare: What you should do
Pinterest
Pinterest: What you should do
Google+ (G+)
• Do I need to use it? If you
  enjoy Facebook for the
  social aspect, or Twitter
  for the opportunity to see
  the news and content you
  should be reading, you’ll
  enjoy G+
• Does my business need to
  be there now? We
  recommend businesses to
  strongly consider it
  because it dramatically
  increases search engine
  rankings, but can
  repurpose content
Google+ : What you should do
YouTube: 2nd largest search engine




Professionally designed page
YouTube: What you should do
One of the most common
       questions:

HOW do I find the time?
Tools you can use
•   Sprout Social
•   Postling
•   Hootsuite
•   There are MANY others available - visit
    hubspot.com and search “99 tools to generate
    leads with social media”
Business Intelligence You Need
What you should monitor and how
• How are people finding your web site and
  how? (Google Analytics)
• What demographics are you reaching on
  social media (Facebook insights, social media
 monitoring tools)
• How is your audience trending? (Fan base
 counts)
• What members of my audience are
  influencers and how should I target them?
 (social media analysis)
What you should monitor and how
• How engaged is your audience? (social
  media monitoring, response times, time of day,
  content type)
• How can you drive leads? (combination of
  tools and measure conversion rates of content)
• How well do you show up on search
  engines? And how to fix it? (Reputation
  Management)
• When is my brand mentioned online? (Reputation
  Management)
What you should monitor and how
• When is my brand mentioned online &
  how do I respond? (Reputation Management)
• What is my share of voice amongst
  competitors for key phrases? (Reputation
  Management)
• What keywords should I optimize for?
  (Keyword analysis with predictive trends)
• Should I buy PPC advertising, and if so, what
  business is it driving?
What you should monitor and how


• How is all of this effort changing my
  business? Is my PLAN working? (Clear and
 reasonable goals, then measure performance to
 plan)
Best way to learn how to master
      social media sites?

           USE THEM
         Watch peers
     or bring in some help
Biggest tip for today:
Have a clear content plan
So what?
What does this mean to small –
    medium businesses?
The rules of marketing have
         changed.
We help you play the game by
       the new rules.
    AND, save you time.
Need help?
            let us do it for you
               while you run
              your business!
 shannon@dreamlocal.com
www.facebook.com/dreamlocal

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Dream Local Digital: latest trends in social media

  • 1. Latest Trends in Social Media Shannon Kinney, Dream Local shannon@dreamlocal.com Camden, Maine July 2012
  • 2. What to expect today: - General tips and tricks - What you should be doing, measuring - Tactics for Facebook,Twitter, LinkedIn, Foursquare - Q&A
  • 3. From traditional media and marketing tactics, to new media navigating this transition is critical for your business
  • 4. Social media has changed our lives our language our behavior our shopping habits… our businesses
  • 6. People are relying more heavily on interactive online media for their information via….
  • 8. Facebook now has more than 901 million ACTIVE users
  • 9. Questions get answered. Recommendations are made. Conversations happen. Are you there? Are you REALLY there?
  • 11. Win at social media • Professionally designed page • Thoughtful content strategy that incorporates the personal touch, sales and marketing, and outbound marketing strategy • Listen and respond, stimulate conversation • Utilize the new feature of outbound commenting as your page • WOW your fans!
  • 12. Content is king • One of the largest determining factors in how well your site performs on search is the quality, relevancy, amount of and freshness of your content – and keywords!! • Carefully consider your site content and how it incorporates words people will search for you by • Can you / should you blog? Try BDN Maine Marketplace
  • 13. Content is king • Can you establish yourself as an expert and/or resource? • Blog suggestions: • Top 10 FAQ about your business • Overcome objections • Consider – what do people type in to search engines that you can answer? • PLAN!
  • 14. Developing your content plan • Why a content plan is important • What’s in a content plan? • Your voice • Important brand messages • What will be posted where, when • Standards for your content mix (marketing and promotion, conversation, listening) – balance is CRITICAL • Promotions / strategies for fan base growth
  • 15. Utilizing social media to drive traffic to your web site: How do they relate? What content goes where? What address do I promote? How do I increase traffic to my site?
  • 16. Facebook • Do I need to use it? If you are able to, you should. If you’re responsible for marketing your business, absolutely. • Does my business need to be there now? Yes. There are no ifs, ands, or buts. Regardless of your business, you need to be represented here. We can help! • Top benefit: You stay top of mind with people as they browse – you’re part of the conversation
  • 17. Facebook: Statistics • More than 50% of active users log in each day • People spend over 700 billion minutes per month on Facebook • 2.7 billion posts are “liked” or commented on each day • 250 million photos are shared each day • 1 million business page “likes” are happening each day – and that is shared with all of their friends Source: Facebook
  • 18.
  • 19. 19 19
  • 20. Facebook: What you should do
  • 21. Post tips • Know your audience • Timing is important • Clarity • Mix it up and create balance • Encourage conversation • Encourage sharing / tagging • LISTEN! Respond! • Utilize photos and videos regularly
  • 22. Pull in blogs or feeds - Apps to use: RSS Graffiti, Dlvr.it, NetworkedBlogs
  • 24. Outbound Marketing • “Tagging” • Posts • Comments • “Likes”, Featured Likes • Grow your audience, business outreach
  • 25. Fan Base Growth: Promote your page • On your web site https://developers.facebook.com/docs/reference/plugins/like -box/ • Email signatures • Signs in location, on vehicles • Stationary • All marketing – when in doubt of what to promote, promote Facebook
  • 26. Fan Base Growth • Turn buyers into fans at time of purchase • In store – promote on receipts or verbally • Online – add Facebook like box to thank you/conf page • Incentives – add a reward to incent people to like page • Facebook ads • Word of mouth contests
  • 27. Facebook Ads • Powerful targeting • Like search marketing but different • Search = keywords, demand fulfillment • Facebook = interests, demand generation
  • 28. Facebook Ads • Target your Fan’s Friends
  • 29. Facebook Contests • Define goals and details • Get legal – use an app • Prepare, promote and converse • Fangate, use existing lists, shareable, content submissions • Encourage viral sharing (voting, getting likes) • Manage and analyze • Begin the REAL work – engage!
  • 30. Twitter • Do I need to use it? It is powerful but not for everyone • Does my business need to be there now? Depends on your business. If you create and write a lot of content, Twitter is a fantastic tool. It works extremely well for searching, listening and communicating quickly with your customers
  • 31. Twitter: What you should do
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  • 34. LinkedIn • Do I need to use it? If you would benefit from sharing your background, establishing your expertise, and showing who you are connected to professionally, yes. • Does my business need to be there now? It’s much more important for companies interested in hiring, and/or conducting b2b business, but can be a very powerful tool for establishing expertise as well
  • 35. LinkedIn: What you should do
  • 36. In the business world… • Over 41% of LinkedIn users have generated business from it • 70% of Americans use it for job searches • 85% of US Companies use it for recruiting How can you use LinkedIn?
  • 37. Building your networks • Quality more important than quantity • Start with your existing network • Export them from your Outlook or CRM system • Leverage free email account address books (yahoo! Gmail, hotmail)
  • 38. LinkedIn’s Guide to Small Business Success Series http://smb.linkedincreatives.com/
  • 39. Foursquare • Do I need to use it? If you enjoy showing businesses that you frequent them, and if you’re just a wee bit competitive, it is a fun tool to use. Great for deals or visiting new areas • Does my business need to be there now? If your business is retail, hospitality-oriented, a restaurant or bar, we highly recommend leveraging Foursquare. It is a powerful tool to offer deals, recognize your best customers, and monitor what customers are saying about you on the Web.
  • 40. Foursquare: What you should do
  • 42. Pinterest: What you should do
  • 43. Google+ (G+) • Do I need to use it? If you enjoy Facebook for the social aspect, or Twitter for the opportunity to see the news and content you should be reading, you’ll enjoy G+ • Does my business need to be there now? We recommend businesses to strongly consider it because it dramatically increases search engine rankings, but can repurpose content
  • 44. Google+ : What you should do
  • 45. YouTube: 2nd largest search engine Professionally designed page
  • 46. YouTube: What you should do
  • 47. One of the most common questions: HOW do I find the time?
  • 48. Tools you can use • Sprout Social • Postling • Hootsuite • There are MANY others available - visit hubspot.com and search “99 tools to generate leads with social media”
  • 50. What you should monitor and how • How are people finding your web site and how? (Google Analytics) • What demographics are you reaching on social media (Facebook insights, social media monitoring tools) • How is your audience trending? (Fan base counts) • What members of my audience are influencers and how should I target them? (social media analysis)
  • 51. What you should monitor and how • How engaged is your audience? (social media monitoring, response times, time of day, content type) • How can you drive leads? (combination of tools and measure conversion rates of content) • How well do you show up on search engines? And how to fix it? (Reputation Management) • When is my brand mentioned online? (Reputation Management)
  • 52. What you should monitor and how • When is my brand mentioned online & how do I respond? (Reputation Management) • What is my share of voice amongst competitors for key phrases? (Reputation Management) • What keywords should I optimize for? (Keyword analysis with predictive trends) • Should I buy PPC advertising, and if so, what business is it driving?
  • 53.
  • 54. What you should monitor and how • How is all of this effort changing my business? Is my PLAN working? (Clear and reasonable goals, then measure performance to plan)
  • 55. Best way to learn how to master social media sites? USE THEM Watch peers or bring in some help
  • 56. Biggest tip for today: Have a clear content plan
  • 57. So what? What does this mean to small – medium businesses?
  • 58. The rules of marketing have changed.
  • 59. We help you play the game by the new rules. AND, save you time.
  • 60. Need help? let us do it for you while you run your business! shannon@dreamlocal.com www.facebook.com/dreamlocal