The document provides tips on using various social media platforms like Facebook, Twitter, Instagram and blogs to reach customers, including establishing an online presence, engaging audiences with relevant content, using hashtags and paid advertising appropriately for each channel, and tracking metrics to determine high performing posts and refine social media strategy. It also touches on emerging platforms like Snapchat, Musical.ly and audio-based apps and emphasizes measuring engagement and content that answers customer questions.

1. How to Reach Your
Customers Through
Social Media

2. Welcome!
• Zach Thomas
• Program Coordinator at SCORR Marketing
• Social Media Consultant:
• Complete Weddings + Events
• Kearney Combat Sports Fitness
• Nick’s on the Bricks (KNOB)
• Previously: Yamaha Corporation of America
• #YamahaGOTW
• #YamahaPASIC

3. Agenda
• Personal Philosophy
• Blogs
• Facebook
• Twitter
• Instagram
•Tracking / Tools
• Other Platforms To Watch
• Takeaways
•Contact

4. Website
Twitter
FacebookInstagram
Blog Twitter

5. My Personal SMM Philosophy/Rules
• Your account’s primary purpose is not for sales.
• They are to nurture and find leads!
• Your business accounts are not your personal accounts.
• You do not (should not) need to be on every single
platform.
• Don’t focus on Page likes, focus on content engagement.

6. Blogs

7. Blogs:
Why have an updated blog?
◦ Having a current blog establishes:
◦ Thought leadership in your industry
◦ On average 97% more clicks to your website1
◦ On average 67% more leads compared to non-blogging sites2
What do I write about?
◦ Answer common questions in your industry
◦ Length:
◦ Don’t worry about it, worry about conveying your message effectively.
Where do I blog?
◦ Basic – Tumblr.com / LinkedIn.com
◦ Intermediate – Squarespace.com / Posthaven.com
◦ Advanced – Ghost.org / Wordpress.com

8. Facebook

9. Facebook is your home base:
If you don’t have a website
• Blog posts
• Contact info
• Reviews
• Direct Messages
• Groups
• Paid Ads
• Establishing a customer persona

10. Benefits of Paid Advertising
• 95.8% - Facebook provides the most
Return on Investment (ROI)
• 1.39 Billion active users per month
• Can be as little as $5 a day
• Most used CTA?
• Shop Now

11. Benefits of Paid Advertising
• 95.8% - Facebook provides the most
Return on Investment (ROI)
• 1.39 Billion active users per month
• Can be as little as $5 a day
• Most used CTA?
• Shop Now

12. Getting to know your customer
• Use Facebook’s extensive targeting options to obtain an interested
audience for your ads.
• The Question…
• “Pages liked by people who like _______”
• “Groups”
• “Music”

16. Twitter

17. The Best Way to Know Your Customer
• Twitter Advanced Search (AKA The Holy Grail)
• Search keywords to find potential leads
• Follow influencers
• Location Based!
• Engage in conversations

18. https://twitter.com/search-advanced

19. Hashtags #
• NO MORE IRRELAVENT HASHTAGS!!!
• #s are used to categorize content to a larger audience.
• Use hashtags to place your content where it logically fits

20. Hashtag Research
Start building a list of common – uncommon #s in your industry
Ask yourself:
◦ What hashtags are influencers in my industry using?
◦ What hashtags are trending? Can I make this fit my brand?
◦ Do I need a branded hashtag?

21. Instagram

22. Hyper Stylized, Hashtag Heavy, and
Content Driven
Crisp, artist imagery that represents your brand’s identity
◦ Glamour shots
◦ Scenery
◦ Lighting
◦ Audio (for video, currently 60 sec.)
Up to 30 Hashtags, no character limit
◦ Use this available space to place your content in as many categories as deemed appropriate.
◦ Use influencers from both Twitter and Instagram to develop this list
Recently updated algorithm
◦ Boosts content from creators most engaged with by user
◦ Same as Facebook

24. Tracking and Tools

25. What Worked?
Track – Likes, Comments, Shares, Retweets, Clicks, EVERYTHING
1. Place every post in an Excel spread sheet.
2. After 24 - 48 hours, record where the post sits.
3. Add up all sharing metrics / Total number of Followers = Engagement
Rate
◦ Average engagement rate of .08%
4. Find out what posts have the highest engagement rate and keep on that
editorial path.

26. Tools
Bit.ly - a URL shortener that tracks each time that link is clicked.
Use for all Blog posts, On Facebook/Twitter/Instagram Profile
Hashtag Researching Tools
Hashtagify.me Lists popularity and other hashtags
associated with the supplied hashtag.
RiteTag Lists popularity of Hashtag and possible
viewers.
Keyhole Tracks usage of Hashtags in real time
TagsForLikes – Mobile App Supplies popular Hashtags for specific
categories.

27. Social Media Monitoring Tools
Hootsuite Schedule posts in advance, create
streams for #s, lists, accounts. – For
almost all platforms
Tweetdeck Schedule posts in advance, create
streams for #s, lists, accounts. – For
Twitter
Photo Editing
SnapSeed Full photo editing - Filters, color
correction, formatting
Hyperlapse Speeds up video – great for “set up”
videos
Repost Repost other users Instagram photos to
use on your own page.
Boomerang Make quick GIFs for Instagram
InShot Instagram Photo Formatting
Instagrid Used to make large scale grid pictures.

28. Other Platforms

29. Snapchat
• “Hottest” platform for Business engagement
• Sposored GeoFilters
• Low Production Cost
• Recent Age-Up of user base
• Highest open rate of 90%
• 2nd in 2015 was email at 29% 3

30. Musical.ly
• Lip Syncing App
• Most popular influencers have 7+ Million followers
• Music Stars are using for user generated contests

31. Peach / After School / Anchor
Peach – Messaging App that integrates:
◦ Seamless Web Browsing
◦ GIFS
◦ Drawings
◦ Pictures
After School
◦ Individualized chat rooms for Middle/High Schools
Anchor
◦ Branded as Audio led Twitter

32. Takeaways
Blog
◦ Use to drive traffic to your Website/Facebook
◦ Write about topics that interest you and your potential customers
Facebook
◦ Optimize to be your home base
◦ Paid Advertising has a massive ROI
Twitter
◦ Use to find out more information about:
◦ Leads
◦ Influencers
◦ Hashtags

33. Takeaways
Instagram
◦ No character limit
◦ Use those hashtags!
Tracking/Tools
◦ Use Bit.ly codes to track clicks
◦ Place everything in an Excel document
◦ Start using a social media monitoring tool
◦ Hootsuite / TweetDeck

34. Let’s Continue the Conversation!
www.Linkedin.com/in/zachjthomas
www.zachjthomas.com