What will be the focus of 2014 in social media? How can you leverage images and video? What do audience demographics look like on different social media plaforms, and what do people want to see on each one? Learn the latest statistics, trends, best practices, and content strategy for Facebook, Twitter, Pinterest, YouTube, LinkedIn, Google Plus, Instagram, and more.

1. Social Media 2014
Engaging and Building Relationships
with Facebook, Twitter, Pinterest, and
Video
Amy Neumann
Director SEO/SEM/SMO
Advance Digital / Northeast Ohio Media Group
aneumann@cleveland.com
December 19, 2013

2. Social Media Boot Camp
• What is the current social media landscape?
• Why does social media matter for businesses?
• Who, what, when, where, why and how:
– Facebook
– Twitter
– Pinterest
– YouTube
– Other Sites and Resources

3. What is the Current Social Media Landscape?

4. [Make People Feel Like They Do Watching This.]
https://www.youtube.com/watch?v=RP4abiHdQpc

5. “Social Media”
Social media = people.
Being where people are, when they are,
how they prefer, with the information they
want. On a phone...a computer...a tablet...at
work, at home, anywhere.
Humans tend to universally like certain things:
to be entertained, to learn, to save time, to
save money, to be ahead of the curve, to
feel inspired, to help others, to share, to
grow.
How does your strategy fit into the humanness of marketing?

6. Highlights -201 3 Social Media Users
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Facebook: 1.15 BILLION (750 mm mobile)
YouTube: 1 Billion+
Twitter: 550 million +
Google Plus: 500 million +
LinkedIn: 238 million +
• Rising *Visual* Stars: Instagram ( 150 mm;
owned by Facebook), Pinterest (70 mm)
• 5.98 BILLION mobile devices globally
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/
http://www.mediabistro.com/alltwitter/45-social-media-stats_b49582

7. Visibility at All Times
• We “Share This”
• We talk about what we like (or don’t like)

8. Social Media Landscape Right Now
• Social media is the new “Word of Mouth”
• Things are discovered, reviewed, shared and
recommended in real time
• Credibility is developed by being visible as an expert
• Familiarity and trust are created through ongoing
interaction, in many places, many ways
• Customer service is greatly enhanced by the ability to
immediately interact and connect
• Brands are expected to be on social media, and to
present unique, exclusive content

9. People
You and Your Company
• What do they see?
• Is your expertise showing?
• Social Media helps make sure it is.

10. Social Media Increases “Serendipity”
“If you want more luck, take
more chances.
Be more active.
Show up more often.” ~
Brian Tracy
(good summary of Social Media)

11. Conversational and Other-Focused
• Remember the “social” piece – the
more interactive, the more results
• Try to keep the conversation 8090% about THEM and only 10-20%
about your company
• Sharing content that is helpful and
useful to people who might buy
your product will drive connections

12. 10 Questions to Ask: Social Media Strategy
1.
2.
3.
4.
What’s our main goal behind social media?
Who should set up, maintain our social media?
Should we be on all the big social media platforms?
Which social media is best for my type of business? (B2B?
B2C?)
5. How often should we do updates?
6. What type of content should we post on each network?
7. Should we use social media for customer service?
8. How can we convert social media followers into customers?
9. How can we measure effectiveness/success?
10. What are the biggest mistakes to avoid?
Adapted from http://www.entrepreneur.com/article/228324

13. It’s Art + Science

14. Facebook:
It’s Personal, and It’s Business
• Entertainment focus
• Photos increase
engagement by 84%
• Appeal broadly to
human interests
• Contests and
promotions do well*
• Updates do not need to
be about your company
• Show your personality
*Third-party services like Offerpop, Woobox,
Shoutlet, Wildfire, etc. are good options for
running contests – FB has specific promotion
and contest rules:
https://www.facebook.com/page_guidelines.php

15. Skittles:
Uses FB to connect with consumers in a goofy/quirky way—build customer relationships by appearing noncorporate, meeting customers on a fun level. https://www.facebook.com/skittles

16. Who Uses Facebook? (% of all online)

17. NEOMG Facebook post examples
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18. NEOMG Facebook post examples
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19. A Bit about Twitter
(Twitter also owns Vine)
https://business.twitter.com/success-stories

20. Twitter: @Claire’s Definition of “Tweet”

21. http://www.businessinsider.com/best-brands-to-follow-on-twitter-2013-9#

22. Who Uses Twitter? (% of all online)

23. It’s Easy to Start
http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/

24. Twitter: Proactively Find Clients
[ https://twitter.com/search-advanced]

25. Pinterest
“Pinterest is a tool for collecting and organizing” and for learning, tutorials,
infographics, DIY, product uses, inspiration, humor, and more.
http://business.pinterest.com/

26. http://webuildbuzz.com/buzz/everything-you-need-to-know-about-pinterest/

29. YouTube (Owned by Google):
Get Product Demos, Testimonials, Tutorials, and Usage Ideas
in Front of Buyers
http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/

31. Blendtec
A champion in video marketing with a great YouTube channel where they house all their "will it
blend" videos and ask for requests for more things to blend.
http://www.youtube.com/user/Blendtec

32. LinkedIn: Brilliant for Networking
• Find buyers at target companies
• Be discoverable
• Keep your profile updated:
– Professional photo
– Current title and company
– Succinct Summary including
keywords
– Complete history allows for faster
networking
– Add causes and volunteer work
– Join relevant Groups and interact

33. Instagram: Younger Demo,
Owned by Facebook

34. Google Plus
•
Jump in now!
– 500 million people have joined
– Marketing is now focusing on G+ for 2013 and
beyond
– Increasingly important from a local, social signal,
and (SEO) search perspective .
– G+ already affects SEO – especially locally – in a
major way
• Claim both your Google Plus and Google Plus
Local (Google Places) Page to be Verified
• http://www.google.com/+/business/get-started.html

35. Metrics and Measuring
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Use a platform like Hootsuite (or Radian6,
Vocus, Vitrue, Sysomos, ArgyleSocial, etc.)
to monitor mentions, schedule some
posts/tweets/updates, and track results
from shortened links
Shorten URLs (web addresses) with a link
shortener (Hootsuite’s is built it, or try bit.ly
or similar) – these track opens on links so
you can determine which articles perform
best
Monitor keywords like business name,
products, and #hashtags in your industry

36. Recommended Resources
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http://www.socialmediaexaminer.com
http://socialmediatoday.com/
http://mashable.com
http://techcrunch.com
http://www.reelseo.com/
http://www.socialbrite.org/sharing-center/tutorials/
http://mashable.com/guidebook/twitter/
http://help.linkedin.com/app/answers/detail/a_id/530
http://computer.howstuffworks.com/internet/tips/how-to-use-facebook.htm
http://support.google.com/plus/?hl=en
https://business.twitter.com/successstories
https://www.facebook.com/business/success
http://business.pinterest.com/success-stories/
http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizesdimensions-cheat-sheet-2013/
https://business.twitter.com/success-stories

37. Summary
• A majority of Americans now use Social Media
• SM can proactively create a new stream of clients, and
enhance customer service for existing clients
• Top SM sites to grow and maintain a client base are:
– Twitter
– Facebook (B2C)
– LinkedIn (B2B)
– YouTube
– Google Plus
– Pinterest
– Instagram

38. Questions?
This presentation can be downloaded at http://slideshare.net/amyneumann

39. Amy Neumann
Director SEO/SEM/SMO
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aneumann@cleveland.com
216.999.5746
Passionate fan of all things tech and media for 19+ years
with companies like Yahoo! and AT&T. Currently delighted
to be at Northeast Ohio Media Group (NEOMG) doing
everything Search & Social
Often seen writing about topics involving social media,
search, social good, mobile, developing technology, and
similar including for Forbes, the Huffington Post, two
personal blogs (Good Plus Tech and Charity Ideas Blog)
and numerous other websites and printed publications
Originally hails from Northeast Ohio with a brief stop (16
years) in Los Angeles before returning to the Cleveland
area mid-2011
Let’s connect! Just Google me ;)

40. About Advance Publications and
Advance Digital
Founded in 1922 and currently #52 on the
Forbes list of America’s Largest Private
Companies, Advance Publications is a
communications company whose leading
media properties include more than 25 local
newspapers, websites, mobile sites and apps;
Conde Nast publications, websites, mobile
sites and apps; Parade Publications, Fairchild
Publications and American City Business
Journals.
In addition to reaching more than 18.9 million
consumers every month, Advanced Digital is an
authorized reseller and representative of
Google, Yahoo! and Bing, and was recently
recognized as the 2013 Microsoft Digital
Marketing Partner of the Year.
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