Learn about the 4 social media networks your business must be using and the 3 strategies to ensure success. Presented by Matthew Iscoe, MALM of Hamptons Creative Group at the NFCC Early Bird Marketing Breakfast on 6/2/11.

1. Presented by
Hamptons Creative Group

2. Hamptons Creative Group
 Linda A.B. Miller
 CEO
 Matthew Iscoe, MALM
 Mission Controller & Project Manager
11 Main Street
Southampton, NY 11968
success@hamptonscreative.com
www.hamptonscreative.com

7. Social Media
Myths, Rumors, & Misconceptions
 It’s a meaningless fad
 Businesses are exempt
 It’s about controlling employees’ bad behavior

8. Social Media Reality
 Here to stay
 Involvement is mandatory
 Utilize staff for growth
IT MATTERS

9. What We’ll Discuss Today
 The 4Major Social Media Networks
 Why should you be on it?
 What does it do?
 Who uses it?
 How does it work?
 3 Techniques for Success

10. Social Media Overview
 Social Media is part of “Web 2.0”
 Web 2.0 is about sharing & collaborating in groups
 Original WWW was about searching & broadcasting
 Web 2.0 focus is on connecting & engaging
 Professional/General Social Networks
 Microblogging
 Multimedia Networks
 (Blogs, Bookmarking, Rating, Audio/Video Casting)
 The key is the term “Networking”

11. Networking
 We Know what Networking is
 We know it leads to Success
 Social Media = Networking
 It’s just a new platform
 “Social” means it can involve customers and non-
stakeholders
 “Media” means it’s conducted using technology

12. The 4 Social Media Technologies
 LinkedIn
 Professional
 YouTube
 Video
 Twitter
 Micro
 Facebook
 Ubiquitous

13. LinkedIn – The Numbers
 101 million+ users
 70% of the World’s Largest Businesses have a Profile
 Just went public
 Most Important B2B Social Media Tool
 Average user:
 41 years of age
 Higher income than average user of other social media
 More likely to be a business decision maker
 Most likely to review products and give advice
 Highly Credible Word of Mouth

14. LinkedIn – What is It?
 Professional Networking site
 No games
 No embarrassing photos
 No drama
 For individuals, LinkedIn creates:
 An online work history/resume
 A list of professional connections
 References
 A way to connect with businesses & brands
 (And the people behind them)

15. LinkedIn – What is It? (2)
 For businesses and brands,
LinkedIn creates:
 A way to find & prequalify
employees
 A way to share knowledge
 A way to gather and feature
testimonials
 A platform to feature products
and services
 A way to highlight the people in
your business

16. LinkedIn – Company Profile
 There are 4 parts to a Company LinkedIn Profile:
 Overview Tab
 Snapshot of the company
 Products and Services Tab
 Product/service recommendations
 Showcase of best stuff you have to offer (or promotions!)
 Analytics Tab
 Learn more about the people who follow your company
 Careers Tab
 Post jobs, interact with job seekers

17. LinkedIn - Tabs

18. LinkedIn Overview Tab
Admin Privileges
Company Introduction
Company Specialties
Web 2.0 Integration
Additional Info
Location, etc.

19. LinkedIn Profile Best Practices
 Be descriptive and compelling
 “We sell shoes”
 “We offer top-brand casual, formal, and athletic
footwear for men at exceptional prices”
 Be honest and accurate
 “We’re the best fishing charter boat on the planet”
 “We serve 2,000 charter fishermen every summer”
 Be thorough
 Main Street vs. 123 Main Street, This Town, 12345
 Pick Admins wisely!
 Not everyone in the company needs access

20. LinkedIn Product/Service Tab
Default Page
 Product/Service Name – 100 characters max
 Image – 120 x 80 pixels
 Description – 2000 characters max
 Features (8 bullets; 100 characters)
 Who to Contact
 YouTube Video
 URL to more info
 Publish & Repeat!

21. LinkedIn - Segments
 You can create 4 specific segments
 Show products based upon filtered criteria
 Job Function, Industry, Seniority, or Geography
 NY City Residents are shown a weekend promotional rate
 East Ender’s get a Monday – Thursday deal
 Remember: filtering means limiting
 Most successful product/service feature a banner image
 May need a Pro to design/format
 You can ask for Recommendations!
 Target those who know the product/business

22. LinkedIn – Creating Segments
Segmenting Products/Services
Select Default and Segmented
Audiences
Logo - 2 sizes: 100 x 60 & 50 x 50
Overview Product/Service Information
Descriptive Image Banners - 640 x 220
5 Products or Services
Featured YouTube Video & Offers

23. LinkedIn - Integrating
 Get LinkedIn Followers Directly
from your Website
 http://developer.linkedin.com
 Plugins  Company Profile
 Choose display mode/behavior
 Show/hide connections
 Get Code & Give it to your web
designer

24. LinkedIn – Last Notes
 Use URLs in and out of LinkedIn
 Delete old promotions, products/services
 Keep prices accurate
 Switch it up and keep it fresh (i.e. seasonal)
 You can have a Pro admin outside of your company
 Encourage follows

25. YouTube – The Numbers
 User demographic is very dispersed between 18-55
 Nearly 5 million people connect with other social sites
 Over 50% of videos have ratings and/or comments
 10s of millions of websites embed the YouTube player
 Millions of channels are subscribed to each day
 30% of all users are in the U.S.
 2-3 Billion Views Each Day!

26. YouTube – What is It
 Site to Discover, Watch, and Share original videos
 Connection & Distribution platform
 A means for organizations, businesses, media groups,
individuals, causes, and groups to engage via video
 Purchased by Google
 Google Loves to Tinker and Muddle

27. YouTube - Success
 Sign Up with a new account and Google account (link)
 Make a throw away account so it can be shared
 Create videos (off line)
 May need a Pro for editing, etc.
 Record on Cell phone, digital camera, etc.
 Use images or slides to create a montage
 Don’t infringe on protected material!
 Brand all of your videos
 Start each one with your logo
 End each one with your contact info

28. YouTube – Making it Personal
 Create your own Channel
 “The Home” of all your YouTube content
 Uploads, Favorites, and Playlists
Editing Tabs
Custom
Background/Colors
Featured Video
Your Uploads/Playlists
Your Friends & Followers
Your Company Profile

29. YouTube – Making it Personal
 Personalize it with your branding elements
 Use the Editing Tabs
 Settings
 Colors
 Modules
 Lists

30. YouTube - Colors
Preset, Edit, New
Custom Background Image

31. YouTube - Settings
 Enter the Title of your YouTube Channel
 Business Name Always Works Best
 Select your Channel Type
 YouTuber or Guru (Unless you qualify otherwise)
 Make Visible and Let Others Find Me: YES
 Tags: Use keywords similar to your website
 Remember, these are not for a specific video

32. YouTube – Modules & Playlists
 Select only the Modules you wish to display publicly
 Good to have: Comments, Subscribers, Event Dates
 Select these Settings (business best practice)
 Content: My Uploaded Videos
 Featured layout: Player View
 (Individuals can change their view to grid; this is a default)
 Featured content set: My Uploaded Videos*
 *Unless you have lots of playlists
 Featured video: Most Recent OR Create a Custom Video
 Turn on “Autoplay featured video”

33. YouTube – How to Communicate
 Use the Post Bulletin feature to Broadcast a Message
 Good for: telling subscribers about a video you’re
working on or including a link to a new video
 Keep your message short
 Include a URL
 Include the link to the video (if you have a video)
 Bulletin will be posted to your subscribers' and friends'
homepages, and your channel page

34. YouTube – Sharing Videos (social)
 Share your YouTube videos automatically
 YouTube  Account  Sharing
 Customize activities to share
 Connect accounts
 Click Save Changes!
 This is why you need a
Google account

35. YouTube – Sharing Videos (website)
 Automatically post videos to your website
 Saves having your web designer embed new code
 Embed a strip of YouTube videos on your on your web
page and let your users watch the video channels you've
selected without leaving your site
 http://code.google.com
 More Tools
 AJAX Search Wizard
 Video Bar
 Customize it!

36. YouTube – Get Videos
 Why make only your own Videos?
 Where YouTube truly connects you with customers
 Originally designed for traditional media
 http://code.google.com
 YouTube Direct
 Allows you to easily solicit user generated content from
your site visitors, moderate the submissions, and display
them on your website
 You need your web designer to embed the code
 But you call the shots with the Moderation Console

37. YouTube – Get Videos 2

38. Twitter – The Numbers
 1 Billion Tweets (Messages) sent each week
 Whole group of users (perhaps 50%) don’t send Tweets
 Just read other people’s Tweets
 13% of U.S. online users actively use Twitter
 25%+ of users do so for Customer Support
 18% of users 18-29 years old, 14% of users 30-49
 300 million users globally – 460,000 added each day
 Banned in China
 China has it’s own service

39. Twitter – What Is It?
 A Microblogging site OR an Information Network
 Read, Write, & Share messages (tweets) in 140 characters
 Businesses can:
 Share information (promotions, etc.)
 Get consumer insights
 Build customer relationships
 Monitor Competitors
 Find partners & experts

40. Twitter – The Lingo
You have to know the terms!
 Name: Your Twitter user name (i.e. HamptonsCG)
 Tweet: The 140 characters you send Retweet: Resent tweet
 Mention: “@” -- @HamptonsCG
 Call a user out
 Direct message (DM): Private tweet
 “DM @HamptonsCG This stuff is crazy!”
 Hashtag: “#” Your Tweet’s “theme”
 “This stuff is awesome! #socialmedia”
 URL Shortner: A tool to shrink URLs to fewer characters

41. Twitter – Create Your Profile
 Settings  Profile
Logo
Business Name
Include URL &
Important stuff first

42. Twitter – Create Your Page
 Settings  Design
 Change background
 Change colors
 Don’t use Themes
 Use your Branding
 Click Save Changes

43. Twitter – Get Followers
 Use the “Who to Follow” Feature
 Follow important people
 Follow the people that person follows
 Follow People who follow you
 Use a Following service (paid)

44. Twitter – Now What?
Enter your Tweets
Monitor Followers,
Mentions, etc.

45. Twitter – Success Factors
 Share info about you & Discounts/Offers (rewards)
 Share articles and links (resources)
 Listen – find out what people say about your
brand/industry/location
 Ask & Respond
 Respond to feedback – quickly!
 Be Human! Sound Human!

46. Twitter – Website Integration
 Have your Tweets appear on your Website
 http://business.twitter.com
 Resources & Widgets  Widgets  My Website
 Profile Widget – Displays your recent Tweets
 Customize
 Give code to your web
designer

47. Facebook – The Numbers
 There are 650 million people on Facebook
 30% are in the U.S.
 75% of U.S. Internet users visit Facebook each month
 Nearly 40% are older than 35 years of age
 250 million+ people use Facebook on a mobile device
 Users: 60% of Major Business & 44% of Small Business
 Nearly 3 million websites integrate with Facebook
 There are 16 million+ Facebook fan/brand pages
 The 2nd most popular one? YouTube!

48. Facebook – What is it?
 A way for people to communicate
 A utility to share
 Events
 Messages
 Images/Videos
 Social Connections
 An “internal social search” engine
 The fastest, most advanced networking device ever

49. Facebook Success for Business
 Build a
Fan/Brand/
Business Page
 Fill in your
business info
 Customize

50. Facebook - Fan Page “real estate”

51. Facebook - The Perfect Page
 Focused & Integrated in all areas:
 Page Picture & Thumbnail
 Navigation Links (formerly known as Tabs)
 Custom Links
 About
 Favorites
 Photostrip
 Wall
 Featured Owner

52. Facebook - Page Picture
 This is your Logo or Branding Image
 180w x 540h pixels - Max
 Always use full width
 Customize height
 Remember your Navigation Links will get
smushed!
 Profile Thumbnail (50 x 50 only)
 “Change Picture”  “Edit Thumbnail”

53. Facebook - Photostrip
 Can’t control the order of images
 Therefore:
 Make them simple
 Make sure they’re branded
 Make sure they’re fun (or themed)

54. Facebook - Navigation Links (Tabs)
 Wall and Info are Permanent
 Others can be reordered, deleted, hidden, or replaced
 Don’t have Links with no information on the other end
 Example: “Discussions”
 Don’t let important links get buried under “More”
 Do have customized Links to suit your business
 Welcome Page (default landing), Offers, Custom
 May need a Pro to do this
 Search for Free Apps (Click “edit” under Navigation)

55. Custom Welcome Page
Custom
Navigation

56. Facebook - Featured Likes/Owners
 5 OTHER Brand Pages are always displayed
 Only pages you like (as YOUR page)
 You can select which 5 to display
 Edit Info  Featured  Edit/Add Featured Likes
 Choose Wisely!
 You can Feature Page Owners (admins)
 Useful if people know You more than the
Brand
 Will open up a link directly to your profile
 Edit Info  Featured  Edit/Add Feature Page Owners

57. @ connection (@Matt Miller)
Facebook - Wall
Impressions & Feedback
People who “Like”
Likes Hidden
Comments

58. Facebook – Website Integration
 http://developers.facebook.com
 “Add Facebook to My Site”
 Core Concepts  Social Plugins
 Let you see what others have liked, commented on or
shared on sites across the web
 May need a Pro to help customize
 Will need to work with your web designer
 Like Button OR Like Box are must haves

59. Pause

60. Jeopardy!
YouTube Twitter Facebook
100 100 100
200 200 200
300 300 300

62. YouTube - 100
Name the search
engine goliath that
owns YouTube,
making it a great
tool to attract
customers.

63. YouTube - 200
Which of the following YouTube
tools makes it easy to integrate
video on you website?
A. Video Bar
B. Oxygen Bar
C. Hyperlink Bar

64. YouTube - 300
Name just one way
to improve
viewership on
YouTube.

65. Twitter - 100
A message sent on
Twitter is called a:
A. Twerp
B. Tweet
C. Tickle

66. Twitter - 200
True or False:
Twitter’s 140 character
limit means you can’t
share links to other
websites.

67. Twitter - 300
What’s just one way
Twitter can help grow
your business?

68. Facebook - 100
It’s a good idea to do which of the following
on Facebook:
A. Use ONLY your personal account for
business
B. Just ignore negative comments
C. Use the standard navigation links
D. None of these are a good idea!

69. Facebook - 200
What’s one way to attract
customers to your
Facebook Page?

70. Facebook - 300
Name the second largest
brand page on Facebook.
(Hint: it’s one of the 4
networks we talked about
today!)

71. 3 Social Media Success Techniques
 Speak as a “person” and not a company
 “The new office is now located at 123 Main Street.”
 “Come visit our convenient new office space – 123 Main.”
 Listen and Respond
 Fan: “I love XYZ deli.”
 XYZ: “We’re glad to hear it! Tell your friends.”
 XYZ: “We’re glad to hear it! What’s your favorite
sandwich?”
 Follow the Trident Rule
 Content, Company, Conversion

72. Common Mistakes
 Getting Way Off Topic
 Not Responding
 Negative or Critical Comments
 Only Self Promoting

73. Do This Now
 Start Using Social Media to Network
 Pick One Technology and use it Today
 Improve the ones you have
 Work at it for 3 weeks
 Join us on our Client Webinar later this month

74. It’s Takes More Than Social Media