The document outlines effective social media strategies for driving traffic, managing reputation, and building brand recognition through engaging content and authentic interaction. It emphasizes the importance of listening, monitoring, and respectful communication while providing tools and best practices for using various social media platforms. Key points include creating a social media policy, focusing on relationship-building rather than direct sales, and tracking engagement and metrics.

3.  Drives Traffic – engaging content encourages linking
 Reputation Management – a great listening tool
 Brand Recognition
 Blended Results – your content on other sites gets ranked,
other content types appear in Search Engine Results

4.  You must be willing and able to engage
 Requires constant attention and interaction
 Honest / Authentic message
 Conversation not Conversion
 Interacting not Advertising

5.  Don’t Spam
 Be Respectful & Friendly
 It’s OK to be a “Real” Person
 Provide Quality Content – The purpose of these sites
is to share relevant content.
 You’re there to establish a relationship, not just to
make a sales pitch.
 Social Media Policy – many companies are
implementing these now.
 Use your “What if my mother saw this?” filter

6. Listen
Monitor/
Measure Plan
Use
Engage
Tools
Grow
Network

7. Useful Research Sites and Tools
 WhosTalkin.com
 SocialMention.com
 Technorati.com
 blogsearch.google.com
 BoardReader.com
 search.Twitter.com

8.  Find Your Market
 Find Your Voice
 Define Goals

9.  Find Your Market What are they saying about:
 Your brand
 Services in general
 The industry
 Your competition
 Their problems, complaints
 Their hopes, dreams, what makes them happy
 Find Your Voice
 Define Goals

10.  Find Your Market
 Find Your Voice
 Humor
 Controversy
 Information
 Educational
 Define Goals

11.  Find Your Market
 Find Your Voice
 Define Goals
 Improve reputation
 Increase visits/traffic
 Increase leads
 Generate awareness
 Build relationships
 Build trust
 Focus groups
 Combat negative comments
 Customer service

12.  Focus on goals
 Who and How Often: Schedule
 Join Conversation First, Then Convert Them

13.  Who?
 One or more people?
 Who will it come from?
 Who will be the admin?
 Use internal resources
 How often?
 Set a schedule and stick to it
 What is natural?
 93% of marketers use social
media, 58% 6 hours or more
 Twitter Tools
 Sendible.com
 HootSuite.com
 Facebook Tools
 Socialoomph.com
 sendible.com

14.  Features
 Know the basic commands (hashtag, retweet, like, etc.)
 Create custom apps
 Hide time wasting apps
 Know how to login, post updates, act as PAGE
 Best Practices
 Don't spam
 Create social media policy (rules and ethics)
 Don't retweet too much
 Remember to use keywords
 Create content that is useful
 Share useful links
 Establish a relationship, don't just give the sales pitch

15. Which Social Media Sites are right for my business?
 Facebook
 Twitter
 LinkedIn
 Pinterest
 Flickr
 YouTube
 StumbleUpon
 Delicious
 Yahoo! Answers
 Digg
 Niche Sites
 Start your own social network – Ning.com

16.  Create keyword rich and interesting profiles so you
appear in more searches
 Use what you learned from listening/monitoring
 Use your brand and/or keywords as your username
 Create custom backgrounds and avatars
 Setup tracking on all accounts, where possible, and
track initiatives

17.  HootSuite
 TweetDeck
 Phone Apps
 TweetDeck
 QR Code Scanners
 Network Specific
(Facebook, Twitter, LinkedIn)

18. General Tips
 Share with existing friends
 Reciprocal befriending
 Send email invite
 Be interesting
 Deliver value
 Follow industry leaders
 Link to your profiles from site
 Add “Like” button
http://developers.facebook.com

19.  Product/service announcements
 Sell – share coupon codes/links
 Talk around the brand
 Cutting edge news
 Contests
 Customer service
 Listen and respond
 Periodic tips
 Seasonal tips/info

20.  Setup Google Alerts to
show mentions of brand
http://www.google.com/alerts
 Most social media sites
have a metrics tool
 bit.ly
 Google Analytics

21.  Don’t focus on proving direct ROI
 Benefits are often secondary or tertiary
 Focus on interaction, value of content, not numbers
 Focus on Branding
 Measure actions and engagement, not just size of
network
 Track your time/costs

22.  Baseline Data
 How many fans, followers, bookmarks, etc.
 Referrers
 Number of meaningful comments/interactions
 Subscribers & Interactions
 Interaction – are users engaging in a conversation?
 Twitter: retweets, answering questions, driving traffic to site,
increasing followers?
 Facebook: likes, comments, wall posts, mentions?
 YouTube: views, comments, embeds?
 Conversions – are your leads increasing?
 Search engine traffic – increasing, adding to the long tail?
 Retention rates, Repeat business

24. Create a presence
 Personal Profile
 No Commercial Activity
 Facebook Group
 For a quick discussion, or
attracting quick attention
 Main benefit: you can direct
message your members
 Not indexed by search engines
 Facebook Page
 For long term relationships
 Multiple admins allowed
 Indexed by search engines
 http://www.facebook.com/pages/create.php

25.  Add Applications:
Facebook.com/apps
 Vanity URL:
Facebook.com/username (need 25 likes)
 Export updates to Twitter:
Facebook.com/twitter
 Import Blog:
Social RSS

26.  Be searchable – consider setting profile to public
 Control who sees what with Friend Groups and
Custom Privacy Settings
Account > Privacy Settings > Customize Settings
 Connect with industry leaders/influencers
 Join groups in your market/network
 Follow limits - 5000 friends, unlimited fans

27.  Link/Logo on site
 Link/Logo in email signature (digital), print materials
(traditional)
 Send Email Request
 Act as page, interact on other pages
 “Like” other pages/content, as company

28. How to leverage Facebook:
 Brand awareness
 Lead generation
 Introduce a product or campaign
 Improve reputation
 Collect data/content
 Keep an ongoing dialogue

29. How to do it, and Drive more traffic:
 Run promotions
 Create polls
 If a user interacts with your page, it shows up on
their “wall” = free advertising
 Create events that users can RSVP to
 Best times for business use:
Tuesday & Wednesday (yours may vary, so test)

30. ● Online Resume
● Online Networking Opportunity
● Lead Generation Tool
● Recruiting Tool
● Builds Valuable Connections with Others in
Related Fields (Doctors, Attorneys, Real
Estate…)

31. ● Over 150 million members
● As of December 31, 2011 (the end of the fourth
quarter), professionals are signing up to join
LinkedIn at a rate that is faster than two new
members per second.
● Executives from all Fortune 500 companies are
members
● Over 2 million companies have LinkedIn Company
Pages

32. Pros
 Great Content
 Free Research Tool
 Recommendations = Credibility
 Global Reach
Cons
 Spam Requests for Connections
 Paid Subscription $19.95/mo and up
 Email Overload
 Too Much Privacy = Invisibility or Mistaken Identity

33. ● Online resume
● Goal is to be 100% complete
● Use keywords
 Position
 Industry
 Updates
 Websites
 Twitter Account

34.  Add Company Profile:
linkedin.com/companies
 Get recommendations
 Customize your links to draw
interest
 Can share updates on Twitter
and vice versa
 Custom URL
 Add applications

36.  Professional
 Current
 Good Quality
 Company Logo is for Company page
 Personal Brand

37.  Reply to status updates
 View profile stats
 Privacy settings

38.  Control who sees your activity
 Control what others see when you’ve viewed
their profile (can make this anonymous)
 Select who can see your connections
 Control type of email, frequency and who can
send invitations

39.  Follow Company
 Connect personal profile to company as current
employer.
 Add LinkedIn Company Follow Button:
developer.linkedin.com/follow-company

40. Contacts > Add Connections
 Add Connections:
 Import email list
 Invite people you know to join
 Colleagues
 Classmates
 People you may know
 People you just met

41.  Get as many connections as possible
 Search companies and connect to employees
 Find industry leaders
 Get business card = request connection
 Make it personal
 Reply when accepting a connection
 Include your LinkedIn URL:
 Email signature
 Business card
 Web site
 Facebook profile
 Print materials and other traditional media

42.  “Add To Network”
 “Get Introduced”
 Pro – More Personal
 Con – Can Take Time if all parties aren’t frequent users
 Con – Limited to 5 Introductions with Free Version

43.  Credibility
 Digital version of a traditional
referral
 Make recommendations
Profile > Recommendations > Sent
Recommendations
 Request recommendations
Profile > Recommendations > Request
Recommendations

44.  Career/job postings
 Start discussions
 Status updates show in email messages
 events.linkedin.com
 Join groups and contribute to Q&A

45.  Groups
 Answers
 Events
 Advanced Search
 Applications

46.  Groups > Groups Directory
 My Groups
 Following
 Groups You May Like
 Groups Directory
 Create a Group

47.  Get information
 Network
 Learn about market and their needs
 Avoid constant self promotion
 Offer solutions to fix problems

48.  Discussions
 Reply
 Ask
 Send detailed email privately
 Members
 Promotions
 Jobs
 Search

49.  Meet a need
 Share articles
 Share links to your site content
 Notify of upcoming events

50.  Use keywords in group name/description
 Add your company website to the group
 Add your blog
 Send a weekly message

51. More > Answers or Linkedin.com/answers
 Similar to the Q&A in groups, but not limited to
the group
 Search answers
 Ask questions (ask 10 per month)
 Answer questions

52.  Personal response
 Be helpful and resourceful
 Leave an open invitation

53.  More > Events
 RSVP shows up on home profile
 Send invitation to relevant contacts

54.  Generate leads
 Search keywords, groups, industries, etc.

55. More > Get More Applications…
 Share presentations
 Share reading list
 Post blog
 Events
 Company buzz (track mentions)

56.  10 – 30 minutes/day
 Create a habit (21habit.com)
 Control Email Notifications
 Start on “Home” page
 View updates
 Statistics
 Review Groups
 Daily or Weekly Email or Groups Tab
 Contribute
 Check Inbox
 Email notifications or on site
 Send email blast
 Connect with people you just met
 Post status update

57. LinkedIn Learning Center:
http://learn.linkedin.com/

58.  Choose username
 Create an avatar
 Custom background
 Use keywords in your
description so other users
can find / follow you

59. Monitor your reputation, keywords, industry
 Go to search.twitter.com
 Type in a keyword

60.  Use various tools to find Twitter users to follow
 twellow.com
 Twitter search “Who to Follow”
 Follow well known Twitter users
 Twitter lists
 Follow people that engage and influence
 Who do the industry leaders follow or RT or mention
frequently?
 Block “Adult” accounts that follow you – they can damage
credibility
 Follow back those that follow you
 Don’t auto follow everyone back
 If you follow too many people, it can be too noisy
 Follow who your network is following
 Find local users: Cincinnati Twitter List/Database

61.  Twitter Commands
 #hashtags
 @replies
 RT’s (Retweets)
 Use your account
 Who’s retweeting your content?
 Who’s mentioned you?
 Trending topics – what’s hot?
 Add Retweet Button to your blog / other content
http://tweetmeme.com/about/retweet_button

62.  Leave space at end for
retweets
 Hashtags
 #Followfriday
 Virtually attend an event
 Use of hashtags makes you
look like a fluent tweeter
 Block spammers, or report to
@spam on Twitter
 Retweet feature shows you
who Retweeted

63.  Product testing
 Create an online persona
 Be entertaining
 Respond within 24 hours
 Post links to your content
 People love lists
 Use trending keywords
 Contests, prizes are often shared
 Allow users to share
 Launch a help center

64.  Personal Page
 Builds personal brand
 Establish authority
 Business Page
 Click “Create a Google + Page” in right
sidebar
 Click Settings link to customize page
settings

65.  Send invitations
 Create circles
 Stream > Notifications
 Who’s added you to their circles. Add
back if relevant.

66.  Establish your personal brand and
your business as an authority
 Authority = strong ranking signal for
Google
 “What’s Hot” – adjust how much shows
up in your stream
 View Ripples to learn about influencers

67.  Use social media to listen and learn from
network, about market, about competition
 Authentic message
 Constant attention
 Be engaging
 Evolve

68. Allison Kulage
(513) 402-2735
allison@bareknucklestrategy.com
BareKnuckleStrategy.com
BareKnuckleStrategy.com/blog
facebook.com/BareKnuckleStrategy
Twitter @BareKnuckleMktg
linkedin.com/in/allisonkulage