Presenting at the #SBW2017 - Build It With #FairfaxEDA. Will go in depth over Linkedin, Facebook, Twitter and freelance sites such as Thumbtack. How to minimize or eliminate marketing cost by leveraging social media, which in turn will increase your bottom line. Briefly, go over other Social Media Platforms. How to maintain a good social media presence as a small business owner.

1. Growing Your Small Business
Using Personal Branding & Social Media as Tools
Presented to:

2. Hello!
I am Rachel A. Adler
Rachel A. Adler is a Business Development Manager
at Fairfax County Economic Development Authority
will be our featured speaker.
She will go in depth over Linkedin, Facebook,
Twitter and freelance sites such as Thumbtack.
How to minimize or eliminate marketing cost by
leveraging social media, which in turn will increase
your bottom line. She will also briefly go over other
Social Media Platforms.
You can find me at:
@RachelA_Adler

3. “
Don't post anything online that you
wouldn't want published on the first
page of the New York Times.

4. Online adults aged 18-34 are
most likely follow a brand
via social networking (95%).
Think about your audience and see where they are most likely to follow your
brand. (Source: MarketingSherpa)

5. Social media advertising budgets
have doubled worldwide over the past
2 years—going from $16 billion U.S. in
2014 to $31 billion in 2016
But despite this growing investment in social advertising, 46 percent of B2B marketers say they’re
unsure whether their channels have generated any revenue for their business.

6. 150 Million People use
Pinterest Every Month
A jump of 50 percent in 12 months indicates something happening on the platform that all
companies—small businesses and behemoth brands alike—can pay attention to
$35 BILLION
Social media ad spending is likely to exceed $35 billion in 2017, representing
16% of all digital ad spending globally.
$750,000 per day
Snapchat’s Sponsored Selfie Filters, which could cost up to $750,000 per day,
are forecasted to reach 16 million viewers daily

7. Why We Use Social Networks
◎Communication
◎Building relationships
◎Reputation management
◎Customer service
◎Information
◎Entertainment

8. Not All Social Networks are Equal

9. “
◎Reid Hoffman, Linkedin co-founder, Author of The
Start-Up of You
You need to think and act
like you’re running a start-
up: your career.

10. How Are You Perceived?
◎Online Reputation
○When is the last time you Googled
yourself?
○What do search results say about
you?
◎Professional Relationships
○What do your colleagues &
managers say about you?
◎Personal Relationships
◎What do your friends and family
say about you?
**Audiences tend to trust people
more than corporations**

11. Creating a Personal Brand
What are Your Goals?
◎Gain awareness (be visible)
◎Build trust (be consistent)
◎Earn loyalty (be valuable)
3 Steps:
◎Discover who you are
○Your USPs (Unique Selling Points)
○Your passions
○Your skills
◎Create your identity
○Consistency is key
◎Make it visible

12. Facebook
◎Create a Facebook Fan Page (Public
Figure if you are your brand)
◎And Contact information to CTA (Call to
Action)
◎Add Social Media Accounts as Fan page
tabs
◎Create an Instagram & Facebook – if you
have a product.
◎If you are using Facebook – use
Facebook For Business: Facebook
Business gives you the latest news,
advertising tips, best practices and case
studies for using Facebook to meet your
business goals.
https://www.facebook.com/business

13. HOW TO CREATE A FACEBOOK BUSINESS PAGE
◎Step 1: Choose a Classification.
○To begin, navigate
to https://www.facebook.com/pages/cr
eate.php. This page will showcase six
different classifications to choose from:
◉Local Business or Place
◉Company, Organization, or Institution
◉Brand or Product
◉Artist, Band, or Public Figure
◉Entertainment
◎Step 2: Complete Basic Information.
○Finish “About” Section
○Upload Profile Picture
○Add Favorites
○Reach more people.

14. HOW TO CREATE A FACEBOOK BUSINESS PAGE
◎Step 3: Understand the Admin Panel
○In the top navigation, you'll see an
option for "Settings." Click that. Along the
left side, a vertical navigation bar with
different sections should appear. We'll
focus on three core ones now:
◉Page Info: This is where you can add
additional details about your business.
This section will also unveil different fields
based on the classification you chose in
Step 1.
Notifications: This section allows you to customize when and how you'd like
to receive Page alerts. Set a frequency that fits your social media marketing
schedule.
Page Roles: Whether or not you'll be the main manager of the Page,
there may be others at your organization who need access to your
Facebook Page. Here, you can invite other colleagues to make changes
to your Pages. Some common use cases here include:
A public relations manager who needs to respond to any delicate questions.
A support representative who can assist those asking technical questions.
A designer tasked with uploading new photo creative to the Page.
◎Step 3: Populate Page with Content
○Plain text status
○Photo with caption
○Link with caption
○Video with caption
○Event page
○Location check-in

15. HOW TO CREATE A FACEBOOK BUSINESS PAGE
◎Step 5: Measure Your Growth
◎Facebook has embedded in
some decently helpful metrics for
us to take advantage of. Simply
click the "Insights" option in the
top navigation to see the
following:
○Overview: This tab shows a 7-day snapshot of your metrics
such as Page Likes, post reach, and overall engagement.
○Likes: This tab shows your overall fan growth and losses. If
you're employing paid efforts, you'll be able to see the
breakdown of paid versus organic growth.
○Reach: This tab highlights the raw number of people your
Page is reaching every day. If you notice spikes on a specific
day, try cross-checking what you posted that day to see if you
can replicate that reach.
○Visits: This tab indicates where on Facebook your viewers are
coming from. You can see the difference in visits on Facebook
Timelines, your information tab, reviews, and others.

16. A Quick Note About Facebook
◎Companies use Pages, so can individuals
◎Think you’re private? Think again.
○Manage privacy settings
○Be comfortable with what you post
Read more: Being Professionally Personable on Facebook (Harvard
Business Review)

17. What is
Instagram?
Free smartphone app used to
capture and share the world’s
moments
Fast, beautiful & fun way to share
your life with friends through a
series of pictures and videos

18. Why Use Instagram?
 Consumer change
Consumer behavior and shift towards visual content
80% of the brain is dedicated to visual processing
 Content is King
Instagram allows you to create and publish content easily
Source content
Get influencers and locals (including photographers) to help build your
content bank by introducing your own #hashtag
Republish content (and give credit) to your content creators (when they use
your # or give you approval)
 Highly engaged community

19. Taking
People
With You
Instagram is great for
showing a moment or a
snapshot
Great Instagram accounts
take their followers with
them…
 On the road
 Behind the scenes
 Sneak peaks into
new products or
events
Think Instagram is just for
younger consumer
audiences? These B2B
brands can make you think
again.

20. Who’s on Instagram?
TV SHOWS ON-AIR PERSONALITIES BLOGGERS LOCAL BUSINESSES

21. Using Instagram
 Newsfeed  just like Facebook where you’ll find
images from the instagrammers you follow
 Explore  find instagrammers and topics using
#hashtags
 Take a pic or video, upload an existing image
or video file
 Your notifications  See who’s followed, liked
or commented on your pics
 Your profile  See your bio, followers, who
you’re following, your pics & pics you’re tagged in

22. Hashtag = Content Distribution
 Use ones relevant to your destination (research in
www.iconosquare.com )
 Add popular hashtags to relevant images to grow audience &
engagement
#qotd
#instagood
#photooftheday
 Add a unique hashtag to source content and build a community
 Communicate your hashtag in your profile
 #CalmYourFarm  too many hashtags or ones that don’t make
sense will be ignored (especially in the 1st comment)

23. Instagram
Extras
 Repost
 Snapseed
 PicStitch/PicFrame
 Hyperlapse
 TimeHop
 Top hashtags &
users

24. Twitter – Personal &
Brands

25. Twitter Shorthand
 RT – Retweet
 MT – Modified Tweet
 # - Hashtag
 @ - Tweet directed to specific user
 .@ - Tweet directed to specific user that your followers
can see

26. Build Your Profile
160 CHARACTERS
BIO WITH USE # AND @
PROFESSIONAL PICTURE
HANDLE THAT MAKES SENSE
BRANDED HEADER PHOTO

27. Build Your Profile
◎Header photo (1500 x 500 px)
◎Profile photo (400 x 400 px)
◎Name
◎Bio (max 160 characters)
◎Location
◎Website
◎Theme color
◎Birthday

28. Who to Follow

29. Create/Subscribe to Lists
◎Lists are curated groups of Twitter users – create your own
or subscribe to ones created by others
◎Useful for reading tweets, not tweeting to a specific group

30. How to Tweet
◎140 character limit
(includes text & spaces)
○Twitter counts the
characters for you
○If you have more to say
Quote a tweet / Retweet
○Try abbreviations to fit limit
○Links & images take up no
characters
◎Retweeting lets you repost
to your followers or comment

31. What & When to Tweet
 What?
Look at trending topics
Mix of professional & personal
Source attribution
 When?
Depends on your audience and geographic
location
Live tweet events or TV shows
Participate in Twitter chats
Schedule it!

32. Share a Variety of Content
Read more: How to Balance Your Personal and
Professional Brand on Social Media

33. What is a Hashtag?
 Word or phrase beginning with a # symbol with no spaces or
punctuation: #tbt #dcjobs #GRAMMYs #entrepreneur
 Hashtags group conversations about topics making them easier to
find, follow, and join
 Extend your own brand and distribute your content to certain
interests and groups

34. Crafting the Perfect Tweet
◎Use hashtags & links together
◎Don’t hashtag overload (2 = ideal)
◎Tweet longer (120+ characters work best)
◎Clear Call to Action (CTA)
◎Urgency
◎Tweet frequently (1-5 times per day)
◎Use pictures (2x engagement)
Read more: 10 Tips for Crafting the Perfect Tweet

35. Anatomy of a Perfect Tweet

36. Twitter Tools
 Publishers
Tweetdeck
Hootsuite
Buffer
Sprout Social
IFTTT (if this then that) – triggered actions, not just for Twitter
 Analytics
Twitter Analytics
SocialBro
Twitonomy
 Content Discovery
Klout – curates articles based on your interests, allows you to schedule
and improves your social influence
Nuzzel – discover what your friends are reading

37. Branding
Yourself
on
LinkedIn

38. Complete Your Profile
 Professional photo
 Descriptive headline
 Experience, education,
certifications
Organizations, volunteer
work
 Publications (articles,
videos, photography)

39. LinkedIn Profile Checklist
◎Photo: Professional, high quality
◎Headline: Tell people what you’re
excited about now & what you want to do
in the future.
◎Vanity URL: Make yourself easy to find.
◎Summary: A few short paragraphs of
what motivates you, what you’re skilled at,
and what’s next.
◎Experience: Jobs you held and
accomplishments at each. Include photos,
write ups, or videos.
◎Recommendations: Ask managers,
peers, or co-workers to write a
recommendation. This gives authority to
your strengths and skills.
◎Education: List all of your
educational experiences, including
summer programs.
○Courses can show skills & interests
you’re most excited about
◎Volunteer Experience & Causes
◎Skills & Expertise: Add 5+ skills you
want to be endorsed for.
◎Honors & Awards: Don’t be shy to
brag about your accomplishments.
◎Projects: Showcase digital
campaigns or projects.
◎Interests: Add anything else about
yourself; helps with search!
◎Organize sections

40. LinkedIn Publishing
 Way for members to contribute
professional insight
 Long-form content becomes
part of your profile
 Searchable on and off LinkedIn
 Added to Pulse section (if
content is relevant)
For more information on how to
get started please see
SlideShare.
40

41. Make Connections & Find News
 Join groups based on your…
Area
Industry
Interests
 Start and join discussions
 Use Pulse to find news
Comment
Share with your network

42. Automate Everything – But be HUMAN
You have better things to do than
execute the same repetitive tasks
over and over again. When it
comes to social media marketing,
automation is everything. Here’s a
short list of some of the tasks you
can automate now and no longer
waste your time on:
◎Following people back when they
follow you
◎Retweeting interesting messages
on Twitter
◎Mentioning other users in your
messages
◎Responding to direct messages
◎Automating posts from another
expert’s website
◎Posting to LinkedIn ,Twitter,
or Facebook from another network

43. Build
Your
Digital
Portfolio

44. About.me
◎Personal homepage
◎Summary
◎Location
◎Job history
◎Education
◎Interests
◎Link to social profiles

45. BrandYourself.com
◎Mission: help people take back
control of their own lives online
◎Look better in Google results
◎Digital resume
◎Social stream
◎Links to additional projects

46. Why You Need to Build a Website
◎A website isn’t static; it’s
dynamic
◎Having a website makes you
more findable
◎Not many people have one –
having a website can help you
stand out.
◎You gain some new skills
◎Top Free Personal Website
Builders:
○Self-Made/Self-Hosted
○Tumblr
○Flavors.me
○Weebly
○Wix
○Re.vu
○Enthuse.me
○Designedyou.com

47. Personal Blogs

48. Guest Blogging
◎Blogging is one of the best ways
to build your visibility, credibility,
and brand message online.
◎Recruiters and hiring decision
makers routinely search the
blogosphere when they're vetting
candidates.
◎Do some research before diving
in:
○Look for blogs relevant to your
expertise and/or industry.
○Find out which blogs the recruiters
and hiring decision makers you want
to attract are visiting.
◎Some ideas to find the right
blogs:
○Consult with your professional
network.
○Do a Google search of relevant
key words for your industry/field
and your areas of expertise.
○Use the LinkedIn Groups search
feature to connect with relevant
professional networks.
○Look at the blogrolls

49. #HugYourHaters
How-to respond

50. Canva.com
Canva makes graphic design
amazingly simple for everyone.
Ready to get creative?
Everyone is designer.
1. Know Your Key Messages
2. Keep It Simple
3. Be Consistent
4. Use Purposeful Hierarchy
5. Consider Text Formatting

51. Recruiting: Know Your Audience
 Job seekers and recruiters use the same platforms but
to a different degree
0
20
40
60
80
100
Job Seekers
Recruiters

52. Recruiting: Where to Post Openings
 Company-owned channels
LinkedIn Company Page – Careers tab
Facebook Page
Twitter
Google+
Personal networks
Share with your personal social network
of friends and family
 Use hashtags – broad & niche
#jobsearch
#hiring
#ITjobs
#jobopening
#consulting
#dcjobs

53. Recruiting: Finding & Vetting Candidates
 LinkedIn Recruiter
Powerful search capabilities
Contact candidates through InMail
Track & manage talent to hire now or in the future
 Twitter Searches & Chats
Participate in chats (ongoing or create your own)
Follow hashtags used by job seekers
#hireme
#needajob
#resume
#unemployed
#MBA
#jobhunt
 Facebook Directory
Search pages, groups, users

54. Apps to Find People –
Freelancers
◎PeoplePerHour: PeoplePerHour is a freelance site
for all skills related to web projects, including software
engineers, digital designers, SEO specialists and
marketers. The site features a tool called WorkStream,
which simplifies the business side of your work by
organizing payment, communication and
management, all in one place. You can browse jobs,
get notifications for new openings to your inbox and
send up to 15 proposals for work for free before
signing up for the premium plan.
◎SimplyHired: SimplyHired offers the largest variety
of freelance jobs of any site on this list. From
construction to concierge work, the site boasts a
bounty of opportunities for anyone seeking extra
work, and it helps freelancers find jobs in over 24
countries. It also isn’t limited to English-language
work, offering 12 different languages in which you can
find jobs.
◎Freelance Writing Gigs: Freelance Writing Gigs is a
job board that is updated daily with fresh freelance
writing and blogging jobs. The offerings vary from
technical writing positions to writing about recipes,
photography and healthcare, making it a great site for
writers interested in testing their hand at different
types of professional writing.
◎LinkedIn Profinder: With over 420 million members
in over 200 countries, LinkedIn is indisputably the go-
to place for learning about all things job-related.
Recently, LinkedIn decided to begin its foray into the
freelance economy by quietly launching LinkedIn
Profinder, which is helping freelance professionals find
their next job. Because of its enormous amount of user
data, LinkedIn is able to quickly connect freelancers
with strong leads based on their keyword searches and
companies followed. Profinder is a great option for
expert professionals in countless fields
◎ Toptal: Toptal is a freelance network of elite
software engineers and digital designers from over 100
countries around the world. The company’s screening
process weeds out all but the top 3 percent of talent in
multiple categories, which means that once accepted,
you’ll join an exclusive community of experts. Toptal
lets you decide if you want to work hourly, part-time or
full time, and you set your own rates so you’ll never be
stuck in a bidding war. What’s perhaps best for
freelancers is that Toptal also screens clients -- and
works with top companies like AirBnB, IDEO and JP
Morgan -- so you’ll always have a steady supply of
interesting projects and clients who appreciate the
value of your work.

55. Apps to Find People - Freelancers
◎Upwork: In 2014, two leading freelance networks,
Elance and oDesk, merged to form Upwork, which is
now the largest network for freelancers by a long shot.
With more than 10 million registered users,
four million clients, and three million jobs posted
every year, Upwork has something to offer for
everyone from writers and architects to legal aides and
photographers. You can sign up for short- or long-term
projects, and elect to work by the hour or be paid per-
project. The site features an easy-to-use chat feature,
a time-tracker and a payment protection plan to make
communication and collaboration with your client a
breeze.
◎99 Designs: 99 Designs is a freelance job site with a
twist. As its name suggests, the platform is exclusively
for designers, and every job comes members in the
form of a contest. Rather than browse through a
catalog of portfolios and résumés, clients are
prompted to crowdsource their projects, setting a
budget and giving instructions, then letting designers
submit work based on the project brief. At the end of a
week, the client chooses the best design, and that
designer gets paid. This is a great site for designers
looking to really test their talents and shake up their
workflow.
◎Thumbtack: Thumbtack is an online service that
matches customers with local professionals.
Currently, Thumbtack lists 1,100 types of services in
categories such as home, wellness, events, and
lessons
◎Freelancer: Hire freelance programmers, web
developers, designers, writers, data entry & more at
a fraction of the cost on the World's Largest
Outsourcing Marketplace.
◎Guru: Guru.com is a freelance marketplace. It
allows companies to find freelance workers for
commissioned work.
◎Shapr: Shapr is a networking app that brings you
a personalized daily dose of inspiring people to
meet.
◎PeerHu$tle: Hire local freelancers and find local
freelance jobs. Find local freelancers for all kinds of
jobs, within minutes.
◎Fiverr : is the world's largest freelance services
marketplace for lean entrepreneurs to focus on
growth & create a successful business at affordable
costs.

56. Are you a Freelancer?
◎From time management to billing to collaboration, these are the
tools you need to succeed as a freelancer.
○Tools for the toolbox:
◉30 Essential Tools and Web Apps for Freelancers
◉21 must-have tools and apps for freelance designers
◉3 Top Apps For Freelance Marketers And Solopreneurs

57. Digital Brand Scorecard
◎Strategically Aligned
◎Believable/Instill Trust
◎Sounds Like a Person not a
brand (This is for personal branding)
◎Distinctive & Visual
(Remember Canva.com is your best
friend)
◎Engaged & Responsive
#HugYourHaters
◎ Assessable to be shared
◎ Transparent
◎ Consistent Frequency
◎ Audience Growth in followers &
conversations
◎ Integrated across platforms
◉Regularly assess your digital presence. Rate each component
(1-5). Add them & divide by 10 for your score.

58. Align Social Media With Business Goals
◎ Be intentional
◎ Be distinctive
◎ Add value, not noise
◎ Apply best practices
◎ Be visible & visual
◎ Have a consistent voice
◎ Be time, energy &
resource efficient
◎ Monitor, measure, refine
◎Identity
◎Visibility
◎Credibility

59. Final Thoughts
◎Personal branding is a way to:
○Establish credibility
○Grow your network
○Attract opportunities
◎Before you post, ask yourself...
○Is it valuable?
○Does it fit with my personal brand?
○Did I include source attribution?
○Did I add relevant hashtags?

60. Your Homework
◎Create or update your LinkedIn
profile
○Goal: connect with 30+ people by end of
month
○Post or share an update at least
once/week
○Leave and request a recommendation
from colleague/manager
◎If Twitter is right for you…
○Create/update your branded profile
○Have a conversation
○Share news/relevant posts to your
audience