An overview of how to use social media for sales and marketing. Includes social media trends and statistics for 2013. Tips for using Twitter, Facebook, LinkedIn, Google Plus, YouTube, Pinterest, and Quora to develop relationships and sales leads. Presented by Amy Neumann, Director SEO/ SEM/ SMO at cleveland.com for Sales and Marketing Executives of Cleveland, February 2013.

1. Social Media for
Sales and Marketing
Amy Neumann
Director SEO/SEM/SMO
Cleveland.com
February 12, 2013

2. Amy Neumann aneumann@cleveland.com
Director SEO/SEM/SMO 216.999.5746
 Passionate fan of all things tech and media for 18+ years
with companies like Yahoo! and AT&T. Currently delighted
to be at Cleveland.com 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 ;)

3. Social Media for Sales and Marketing
 What is the current social media landscape?
 Why does social media matter for sales and marketing?
 Who, what, when, where, why and how:
 Twitter
 Facebook
 LinkedIn
 YouTube
 Pinterest
 Other sites and resources

4. What is the current social media landscape?

5. 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

6. Highlights -2013 Social Media Users
 Facebook: 1.06 BILLION + users (680 mm mobile)
 YouTube: 800 million +
 Twitter: 550 million +
 Google Plus: 340 million +
 LinkedIn: 200 million +
 Rising *Visual* Stars: Instagram ( 90 mm, now owned by
Facebook), Pinterest (40 mm)
 5.98 BILLION mobile devices globally
http://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-media/

7. Social Media Trends 2013:
Mobile, Visual
http://www.ehulool.com/wp-content/uploads/2012/12/Social-Growth-infographic4.png

8. Word of Mouth – Global & 24 x7

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

10. People You and Your Company
 What do they see?
 Is your expertise showing? [Hopefully!]

11. Positive Interaction Brand “Awareness”

12. ~ 89% of Americans are Online

13. Social Media is Becoming a Key Element of
Search, and Growing – Some Search Stats
 92% of online adults use search engines to find
information – 256 million people
 59% do so on a typical day – 164 million
 All ages are included:
 18-29 = 96% 30-49 = 91% 50-64 = 91% 65+ = 87%
Pew Research Center, 5/11 . 88.7 % of the ~ 315 million people in the United Sates in 2013 are online: 279 million.

14. “Social Media”
Social media = people. It’s about 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.
So how does your strategy fit into the
humanness of marketing?

15. Conversational and Other-Focused
 Remember the “social” piece – the
more interactive, the more results
 Try to keep the conversation 80-90%
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

16. It’s Art + Science

17. 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)

18. Jump In! The Water’s Fine…
 Who, what, when, where, why and how:
 Twitter
 Facebook
 LinkedIn
 YouTube
 Google Plus
 Pinterest
 Other sites and resources

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

20. Twitter

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

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

23. Not Just Your Neighborhood
Proactively find people
anywhere in the world
who are talking about
your product or service

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

25. Facebook: Friends, Family, Other

26. Facebook
 It’s Facebook! 1 Billion+
680 million are checking FB on mobile devices.
Facebook posts with PHOTOS get 84% more
interaction. [That’s why FB bought Instagram for $1 B]

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

28. Facebook: It’s Personal
 Entertainment focus
 Photos increase
engagement by 84%
 Appeal broadly to human
interests
 Contests and promotions
do well

29. 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

30. A Huge Network of Professionals

31. Who Uses LinkedIn? (% of all online)

32. YouTube
 Also owned by Google
 800 million people
 Mobile is driving visual communication like video
 Quality is less important than content – it’s a medium where
people are used to seeing “less than network” quality
 Stories are relatable ways to connect
 Helps with SEO

33. Google Plus
 Jump in now!
 500 million people have joined
 Marketing is now focusing on G+ for 2013 and
beyond
 Still less mainstream for now – and it DOES
MATTER from a local, social media, and (SEO)
search perspective
 Google has all the time (and money) in the world
to make Google + a hot item.
 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

34. Pinterest: A Virtual, Visual Pinboard
 Ideal for retail; 80% women

35. Bonus Round: Quora
 Q & A platform – “Google for what’s
inside people’s minds and not on the
internet”
 Perfect for professional services,
consultants, experts
 “Blogging” platform with a built-in
audience
 Can provide insights into authors
(potential buyers)
 Highlight expertise

36. Metrics and Measuring
 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

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
 LinkedIn
 YouTube
 Google Plus
 Pinterest

38. Questions?

39. Recommended Resources
 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

40. Amy Neumann aneumann@cleveland.com
216.999.5746
 Amy Neumann is a tech fanatic with a penchant for social good, who has been fascinated
with all things internet and marketing since 1994. She’s Director of SEO/SEM/SMO for
Cleveland.com and is loving being back home in Northeast Ohio after nearly 16 years in
Los Angeles. With almost two decades’ experience in digital media, technology,
marketing, advertising, and public relations, she focuses on how technology can solve
challenges for businesses and nonprofits of all sizes. Amy has experience at companies
like Yahoo and AT&T, as well as her own marketing company Good Plus Tech.
Amy also speaks nationally on topics related to social media and online marketing at
events like Dell’s Social Innovation Conference, ASU’s Sustainability Conference, and the
Midwest Social Media Summit. She is widely published online, including as a contributor
to Forbes, an author of PR News’ Crisis Management Guidebook, a columnist for
Huffington Post, and for two of her own blogs, Good Plus Tech and Charity Ideas Blog.
 Thank You!