This document provides an overview of social media marketing. It discusses the top social media platforms (Facebook, LinkedIn, Twitter, Pinterest, Instagram, Google+), why businesses should use each one, and tips for setting up and engaging on each channel. It also covers how to create initial social media content, monitor conversations, and address both positive and negative feedback. The goal is to help businesses get started with social media marketing and use it to engage customers, drive traffic, and grow their business.

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SOCIAL MEDIA MARKETING MADE SIMPLE

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Liz Olimpio
Principal
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email:lolimpio@lizbesocial.com
Facebook: LizBeSocial.com/
twitter: @LizBESocial
linkedin: elizabetholimpio/
pinterest: LizBESocial/
instagram: LIZBESOCIAL
google+:LizBESocial
Mallory Stanton
Content Strategist

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agenda
• why use social media?
• Email & Social how they work together.
• what’s right for my business?
• what do I do next?
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Facebook LinkedIn InstagramTwitter Pinterest
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why use social media?
Google+

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38%
Source: Litmus, “Email Client
Market Share,” April 2012

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social media is the new word-of-mouth
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social media marketing
leads to…
• new customers
• repeat business
• referrals

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Social Campaign Examples
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Email & Social the perfect couple

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social media endorsements = ROI
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Source: Hubspot, January 2012
likelihood of purchase
when referred by social media
more likely if
referred
71%

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© dennis nations 2011
concerns? you’re not alone…
social media looks really
interesting, but…
I’ll never have millions of customers…
using new marketing tools
sound great, but…
I will never write thought leadership articles….
reading what’s being said
sounds useful, but…
I’ll never have a dedicated staff to do it right…
I hear about new tools and
networks everyday, but…
I just don’t have the time to stay current…
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what you do have is powerful…
loyal, happy customers
an excellent customer
experience
interesting and important
things to say!
© dennis nations 2011
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your contacts want to keep in
touch, but on their terms
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add social icons to email
campaigns to define your
audience’s preferred channels
discover preferred channels
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Use email analytics to help determine
what social profile to start with.
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Use Google Analytics – Social Referrals
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Facebook LinkedIn InstagramTwitter Pinterest
what’s right for my business?
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Google+

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1,000,100,000
active users
522,000,000
daily users
why create a
business page?
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Source: Facebook

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tips for your
business page
 post relevant content:
comments, photos, videos
 use your page to help answer
fan questions
 have fun!
 make settings public so
customers and prospects can
find you
 add an email signup form right
on your Facebook page
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Tips for your business
page
• Post fun, engaging content including photos & videos to stay
top of mind – relevant – why should I remember you?
• Keep your posts fairly short
• Custom tabs/apps are your calls to action
• Insights help you learn what your fans like
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• Create a Custom URL
• Your Cover should talk: Your Cover image should express who
you are as a business and your Page visitors should understand
what your business is about at a glance.

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Social Campaign Examples
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anatomy of a Facebook page
1. cover photo
2. profile photo
3. about
4. apps/tabs
5. timeline
6. posts
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post + video = 100% more engagement
GOT PICS?
post + picture = 120% more engagement
post + photo album = 180% more engagement
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Source: Facebook, “Best Practices for your Page and media
strategy” (March 2012)
38%

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how can Facebook help your business?
 drive traffic to
your website
 customer
service
 engagement
 reviews/word
of mouth
 turn fans into
customers

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Black Tie Cookies
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Most Facebook users
“Like” pages to:
• Receive discounts or promotions
• Stay informed
• Be entertained
• Interact and connect
• Learn something
• Show support
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288,000,000
active users
88%
follow at least one brand
should I be using
Twitter?
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Source: Global Web Index (February 2013)
Source: TechCrunch (October 2012)

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tips for
using Twitter
 share links to interesting
content & ask for feedback
 tweet a survey or poll
 send direct messages (DMs)
 retweet content from people
you are following
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how can Twitter help your business?
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 promote your
products/services/events
 share news coverage
 customer service
 build relationships through
retweeting and promoting
others

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83%
of B-2-B marketers are using LinkedIn
33% | 52%
Nonprofits and Associations
using LinkedIn
should I be using
LinkedIn?
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Source: Content Marketing Institute (October 2012)
Source: Nonprofit Social Network Survey Report

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tips for
using LinkedIn
 manage your professional contacts and
relationships
 find individuals you know in a
professional capacity
 promote your products and services
 participate in discussions; recruit
attendees to your events
 invite people to join your mailing list
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LinkedIn Profile
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Insert Keywords in Headline
Connect to me
for more tips!

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Give Prospects a Reason to
Connect With You
• Add a professional picture to profile
• Include keywords in summary
• End summary with a call to action
• Personalize your connections
• Follow-up with connections
• Stay connected and share relevant content
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LinkedIn Summary
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how can LinkedIn help your business?
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 inform about what you do
 share your expertise
 promote your
products/services
 build relationships

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Stay Connected
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10,400,000
active users
21%
of users purchased something they saw on Pinterest
should I be using
Pinterest?
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Source: Customer Magnetism (May 2012)
Source: PriceGrabber (April 2012)

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tips for
using Pinterest
 create a Pinterest business page
 pin your content & link to your website
 pin others’ content
 share interesting images related to your
business
 ask people to share your pins
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how can Pinterest help your business?
 engagement
 customer research
 drive users to your
website
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who’s doing it right?
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100 million
monthly active users
40 million
images are uploaded every day
should I be using
Instagram?
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Source: Instagram
Source: WebHostingBuzz (March 2013)

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tips for
using Instagram
 tell your story visually
 photo types: beautiful imagery or
humor
 watch your frequency
 account name should be the same
as your Twitter handle
 use hashtags
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how can Instagram help your business?
 engagement
 customer
service
 promotion
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Instagram
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who’s doing it right?
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343 million
monthly active users
5 billion times
is how often the Google +1 button
is used per day
should I be using
Google+?
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Source: GlobalWebIndex (February 2013)
Source: PRDaily.com,

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tips for
using Google+
 share your posts publicly
 organize your followers
with circles
 share strategically
 try a hangout
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how can Google+ help your business?
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 SEO value
 visual showcase
 multimedia
 talk directly with
customers

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what do I do next?

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look professional
 complete your
business profile
 brand your presence
 add starter content
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starter content
 information, tips, and practical advice
 questions asked by your customers
 links to:
− archived newsletters; event home and
registration pages
− polls and surveys
− blogs (yours and others’); websites (yours,
and others in your area of expertise)
− thought-provoking discussions that inspires
dialogue
− relevant videos, photos, podcasts
− interesting content that you find
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content reuse: Manchester Animal Shelter
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 focus on the content:
share knowledge so
people care
 trade useful
information for
attention
 inspire trust by filtering
the noise
social media “do”: be the expert
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social media “don’ts”
what NOT to include in your
Facebook, Twitter, and
LinkedIn Updates.
 don’t pitch.
 don’t overtly self-promote.
 don’t offer incentives to get
reviews or sharing.
 don’t stray from your areas of
business into: personal
information, politics, sports,
religion, etc.
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address and encourage “positivity”
 positive comments are an
opportunity – spread the
message
 respond…say “thank you”!
 answer questions
 share comments through
other marketing channels
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turn negativity around…
 always reach out to
the customer.
 let your network know
that you are
addressing the issue.
 always seek to satisfy
and delight, not
defend.
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what should I monitor?
categories,
topics,
keywords
similar
companies
your
brand
experts +
influencers
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Hootsuite
tools to manage + monitor
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NutshellMail
tools to manage + monitor
reply from
your inbox
track your
insights
read fan
comments
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Google Alerts
tools to manage + monitor
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next steps…
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2 Hour hands-on training classes with a step-by step guide.
Social Media and Email Marketing Training
Constant Contact Facebook campaign tool
Trial Social Campaigns
Facebook, LinkedIn, Twitter, Google+, Instagram, Pinterest…
Connect with us on:

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Upcoming Events
Getting Started with Email Marketing
Taunton Business Expo
Thursday October 10th from 3:30 PM to 4:30 PM
Holiday Inn Taunton
Register: LizBESocial.com/Events