The document provides guidance on developing a social media marketing strategy. It discusses focusing efforts on key platforms like Facebook, Twitter, LinkedIn, YouTube, Instagram and Pinterest. For each platform, it outlines objectives, target audiences, engagement strategies, and tips for creating and sharing content. The overall message is that businesses can employ different social media sites to create awareness, increase sales, build expertise and drive other marketing goals.

1. Dana Albano
708/926-5877
dana.albanomarketing@gmail.com
albanomarketing.com

3. The overwhelming majority (94%)
of businesses indicated
they were employing
social media for
marketing purposes
2012 Social Media Marketing Industry Report
SocialMediaExaminer.com

5.  Where do you focus your efforts?
 Facebook, Twitter, LinkedIn, YouTube, Instagram, Pinterest
 What is your Strategy?
 Objectives: Create Awareness, Increase Sales, Introduce a
Product/Service, Increase Followers, Be an Expert
 When will you start?
 Immediately
 How will you begin?
 Research-Listen, Monitor and Respond
 Google Alerts, Delicious, Social Mention, Blogs, RSS
 Why use certain platforms?

6.  Facebook Still on Top

7.  Mass consumer adoption
 Average American spending 37 minutes per
day
 46% web users look to social media when
making purchases
 Americans spend more time on Facebook
than any other website (Nielsen)
 Online adults now use two or more social
media sites
 Small businesses see big results
 61% of small businesses are landing new
customers through social media activities
(CrowdSPRING)
 70% of small businesses using social media
see increased traffic and more than 60%
improve search rankings
Marketing in a Digital World, Zoomerang

8. Hubspot.com

9.  1.06 Billion active users
 15%of the worlds
population
 If Facebook were a
country it would be the
third most populated in
the world
 93% of U.S. internet
users are on Facebook
(Hubspot)
 More than half online
Adults 65 and older use
Facebook

10.  Dominates how internet users interact with friends, brands,
images, videos, searches and more
 Top photo sharing site in the world
 offers users the option to upload video, blog posts and links to other
content
 Connect with fans on a personal level
 Call-to-action feature help Pages
drive business objectives

11.  Posting Frequency
 At least 4 to 5 times a week if not more
 Experiment with posting at different times of the day,
including outside business hours
 Don’t forget the weekends
 Content
 Post a mix of your own content (short tips + links to your longer
blog posts)+ OPC (other people’s content that you curate from
a variety of sources)
 Post directly on your Page and also share posts from other
relevant Pages.
 Include @ tags of related Pages in your posts. This may help
create more visibility in the news feed of the fans who have
liked the tagged pages
 Mix up the post types: status updates, links, photos, videos,
offers, events, milestones and cover image changes.
Only 6 percent of your
fans are seeing your
content in their news
feed. The other 94
percent are not.

12.  Make it relevant to your audience
 Does not ALL have to relate to your product
 Make it interesting and fun
 Drop the sales pitch
 Relate current events to your product or service
 Add photos and videos
 An image post is more than four times more likely to be shared
 Create promotions/contests
 Vote for your favorite
 Photo option. Add caption best one wins
 Encourge Shares
 Shares bring in new fans
 90% of people trust recommendations from their peers

14.  Millennials the biggest users
 Ages 18-29, followed by 32-49
 More casual environment
 Easy to interact with customers on a one on one basis
 200 million active users
 Tweet an average of 340 million tweets per day
 Twitter is adding nearly 500,000 new users per day (Jeff Bullas)
 Only 1 in 10 Americans are using Twitter

15.  Faster and more instantaneous, to-the-point
 Users express preference for a brand or company
by “following” the brand
 Allows companies to monitor and post thoughts
 Allows customers to talk to the brand or company
 Customer Service: Companies can address
customer concerns on the spot and in front of an
audience

16.  Customize your page design and include location and
information about your business
 Refresh your profile photos to feature latest logos and products
 Search for related topics (search.twitter.com)
 Link to content relevant to your audience
 Promote and Tweet related information
 Interact with others, be responsive and listen
 Get to know #hashtags
 Connect with other local businesses
 Don’t be too professional or promote

18.  1 billion people are using YouTube
 100 hours of video is uploaded to YouTube
per minute
 Over 6 billion hours of content watched each
month
 Reaches more adults aged 18-34 than any
cable network
 73% of small businesses are using YouTube

19.  YouTube audience has more fun, engagement and
interaction while on YouTube
 More activity, gets more views and can go viral
 YouTube is highly intuitive
 Displays relevant and related content based on views
 Create channels with organized playlists of videos
 Can be embedded anywhere on the net
 Businesses can leverage YouTube to tell visual
stories about your industry knowledge and
expand the reach of your content

20.  Upload relevant videos on a regular basis
 Optimize your content by writing good
descriptions, titles and tags
 Link back to your website
 Brand your channel and videos

21. Techterms.com

22.  LinkedIn has more than double in size
(OVER 150 Million Members)
 Executives from ALL Fortune 500
Companies are registered on LinkedIn
 45% of LinkedIn’s members are
considered the major decision makers for
their companies
 LinkedIn is the most powerful business
networking engine in the world

23.  Show off your professional accomplishments and
link them to others
 Keep in touch with past and current colleagues,
which can be useful in today's ever-changing work
environment
 Connect with new people when looking for
potential business partners
 Leverage linked In to become an industry leader
and expert

24.  Have a complete profile
 Optimize your profile. Provide the keywords pertaining to your
profession
 Make sure you have a good headshot. NOT downing a shot at a bar
 Know the top five strengths for which you want to be recognized and
use them in your profile
 Get and give recommendations and endorsements
 Join groups related to…. expertise, industry, alumni, passions,
social causes, and other aspects of your identity
 Being in a group gives you permission to reach out
 Create a group you can lead and create discussions about your
industry
 Share relevant content with followers
 Show your expertise by answering common questions on the
Answers page

26.  300 million monthly active users
 18-29 with half of those using the site daily
 What teens approve...parents follow
 1.6 billion likes per day
 Over 150 million photographs shared
 Instagram is the fastest growing of the top social networks
 50x more engagement than on Twitter

27.  The most successful social networks of all
time.
 Value for marketers isn’t in networking; it’s in
storytelling
 Instagram engagement among
the top brands has grown by 350%

28.  Likes on Instagram are like Facebook Likes or
Twitter Favorites
 Signals image has resonated with your followers
 Users can also share comments
 Comments appear under the photo
 Hashtag mentions
 Secondary type of engagement
 An “engagement” with a hashtag happens anytime an
Instagram user mentions a hashtag

29.  To get inspired, follow other brands that are similar to yours
 Look at brands that are different
 Communities related to pretty much any industry
 Photographs can be used as-is, or modified to enhance other
content and emphasize your message
 Keywords are the way people will find you
 Adding new keywords to existing photos will get new visits and likes
 Hashtags, Hashtags, Hashtags ####
 More hashtags an Instagram photo has, the more likes it gets
 Adding a funny captions
 Tap into a pre-existing memes
 “Grumpy Cat meme” or “Willy Wonka meme”

30.  Selfies = Engagement
 Conduct contests using the power of selfies!!
 Fitness Expert- shows fitness selfies, clips of her
workouts and mouth-watering pictures of her
meals.
 Frequently share customer photo testimonials
 Pictures show real results of real customers

35.  70 million users
 Unique visitors to Pinterest.com increased by
155% just in one month
 80% of Pinterest users are women
 Popular among younger users 16-34 but
gaining interest with 50 and older

36.  Can browse through the items other users have
pinned
 ‘Like,” “Repin” or “Comment” on them.
 Not just limited to pinning images
 Videos can be pinned too
 Create a pinboard of interesting videos your business
can produce with relevant images
 Great for B2B
 For selling a product or service in an industry that
most likely is visual
 Show company culture
 Strong visuals from blog articles

37.  Browse through the items other users have pinned
 ‘like,” “repin” or “comment” on them
 Hold a contest that asks users to create a pinboard on
their own account
 Demonstrate what they love about your brand, products,
or services
 Pinterest supports the usage of hashtags.
 Users can use hashtags to tag their pins and make their
content more search-friendly

38.  Etsy creates pinboards that really take to heart
what its brand stands for. They show you how you
can make your own products and how to puttheir
products to work in your daily life, which again,
emphasizes the lifestyle philosophy that Pinterest
promotes.

39.  Oreck has taken its industrial cleaning product and
made you forget that a vacuum cleaner brand is
behind the pinboards you’re looking at