The document outlines the role of social media in marketing, emphasizing that it is a tool for increasing brand visibility and engaging with audiences across various platforms. It advises setting clear goals, understanding the target audience, and maintaining an editorial schedule for posting content. It also provides tips for success, such as experimenting with content types, running competitions, and using paid ads to enhance visibility.

1. e-CBD Workshop:
Social Media
2014
Luke Garfield
Internet Marketing Manager
October 2013

2. What is social media?
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A buzz word?
A magic remedy to fix all your marketing ills?
Another marketing channel that you should use
to make your brand and it’s products and
services more visible.
A tool.
Success can look easy at first glance.

3. Social Networks (the buzzword ones)
Facebook - General: Photos, Videos, Apps.
Twitter - Micro blogging, conversational
Instagram – Photo sharing
YouTube – Video Sharing
Google+ - General: Photos, Videos
LinkedIn – Business & Professional Networking
Pinterest – Online Pinboard – image based
Tumblr – Microblogging platform
Myspace – A social media memory ...

4. Which Network Should I Use?
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What networks do you use on a personal basis?
Use a network on a personal level, participate
in the medium, check out what others are doing
and adapt it for your own use.
Work out the network you feel you can reach
your audience on.

5. Set Goals
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Some goals might include:
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Make your brand more visible
Attract new clients/customers
Provide customer support and Q & A
Drive more sales online and offline
Encourage fans to leave testimonials and reviews of
products/services
Think about concrete things you can measure
Be realistic
Be specific e.g. 200 new likes in 1 month
Write it down

6. Who Is Your Audience?
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Male, Female or Both
Age, Location
Interests
How do they think/feel about certain things?
Can your business join the conversation about
these things making you relevant to them?

7. Get Purposeful. Get Educated
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Make a posting/tweeting etc. editorial
schedule.
Set aside time for social media activities.
Set aside some time to read about social media
marketing (see handout and references).
See what others are doing
Experiment and measure the success
Have a one-on-one social media marketing
session with e-CBD

8. Social Media And Conversions
2013 State Of Inbound Marketing Annual Report – www.hubspot.net

9. Social Networks & Customers
2013 State Of Inbound Marketing Annual Report – www.hubspot.net

10. No One Wants To Know About My Business ...

13. Competitions
Get a double whammy with your social by
creating competitions which not only get you
more visible on social but also:
build your email database
create more content for your website (helping
your SEO)
other
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Warning: think out your competition before
getting started ...

14. Do they work?

15. Measuring Success

16. Measuring Success

17. Measuring Success

18. Social Media Tips
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Post regularly enough but not too much (could
you be any more ambiguous?)
Post about “other things” not always making
the sell - experiment with the ratio of sell
and “other”.
When you do the sell keep with the tone of the
medium.
Post/tweet to highlight special dates - tie it in
uniquely with your business.
Get cheesy - it might actually work.

19. ● Get Visual - smart phones make it easy - but
spend a little time learning how to take nice
photos.
● Make a video - smart phones make it easy but spend a little time learning how to
make a decent DIY video.
● Run competitions.
● Ask people to check-in.
● Use Facebook ads to promote important
posts and have a “Like Ad” running to build
likes ($5 per day)
Watch Others, Educate Yourself, Experiment & Get Your Hands Dirty

20. Social Media Is Only One Part Of The
Puzzle
2013 State Of Inbound Marketing Annual Report – www.hubspot.net

21. Fine