Beyond the basics - using social media to become discoverable. Increase your chances of being desirable by improving your "fundability"on the social web. Understand how a socially-enabled business functions differently than one who is not… and why social media isn't just a thing you do, anymore. Social tools inform how your business moves, runs, responds, and shares internally as well as externally. #SMTULSA, #socialmedia #Marketing #prtips #smbiz

1. The Power of Discovery
Adventures in using social media to change your
business and move your audience
Tweeting This? #SMTulsa #Discover
@Mandy_Vavrinak

2. What Do We Want?

3. What We Think We Are After
48.7%
47.3%
47%
31.6%
27.1%
23.3%
19.5%
18.1%
17.1%
12.8%
11.6%
11.4%
7.6%
5.2%
0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0%
Activity/engagement with profile (comments/Facebook's new " Talking About This"
metric)
Web traffic
Increase in followers/"likes"/fans/group members
Reach
Sharing
Conversion to leads
Conversion to sales
Sentiment
Share of active members/followers/fans vs. inactive
Time spent on site
Satisfaction
Share of conversation vs. competitors
Number of evangelists/brand ambassadors
Klout
Share of respondents

4. What Really Matters

5. Socially Enabled, Socially Engaged
 New realities, new approaches
 Move at the speed of social
 Use feedback, respond, review, share
 Recognize speed can be is messy
 Do it anyway

6. How Do We Recommend?

7. Beyond the Social Nets
 Review sites
- TripAdvisor
- Yelp
- Google Reviews
- Facebook
- Amazon
 Specialty communities
 Collaborative sites

8. Nearly 90% Read Reviews

9. More and More Important Locally

10. So, To Get Kissed…

11. Enable Your People,
Elevate Your Business
Hire smart
Have guidelines
Share your story internally
Use tools to increase your business speed
Build a culture of responsiveness

12. Transfer Knowledge

13. What Do I Use?
 Dropbox
 Basecamp
 Evernote
 Pinterest
 Text / Messaging

14. How Does It Work Together?

15. Put it Together
 Think, breathe, act in concert with others
 Content that makes sense, SEO
optimized and made to be shareable
 Just presence on Facebook, Twitter, LI
are not enough anymore
 Use the info, use the data, but be human

16. Social networks: multi-platform visitors in the United States 2014
Unique multi-platform visitors to selected social networks in the United
States as of February 2014 (in millions)
Source: comScore; ID 294439
Note: United States; February 2014; 18 years and older
0 20 40 60 80 100 120 140 160 180 200
Facebook
Twitter
Instagram
LinkedIn
Pinterest
Tumblr
Vine*
Snapchat
Unique visitors in millions
Multi-platform Desktop only Mobile only
Further information regarding this statistic can be found on page 8.

17. So…. Being Discoverable
 Be active
 Be present
 Move at the
speed of social
 Original content
 Paid works

18. Questions?
Twitter @Mandy_Vavrinak Facebook: it’s obvious, right?
http://mandyvavrinak.com LinkedIn: Yep, same name
Email me: mvavrinak@mac.com