The document provides an overview of a social media marketing course presented by Stephanie Jacques Kleine. It discusses the rise and popularity of social media tools like LinkedIn, MySpace, Facebook, YouTube and Twitter. It addresses common fears about social media and provides examples of how companies are using social media successfully. The document focuses on using Twitter for business purposes, providing tips on setting up a Twitter profile and engaging with others on the platform.

1. Social Media Marketing KSC Continuing Education 10/14/09 and 10/21/09 6-9pm Stephanie Jacques Kleine www.stephaniejacques.com

2. Stephanie Jacques Kleine www.stephaniejacques.com My mission: To build, energize and support community partnerships

3. Introductions Name Favorite hobby Reason for being here tonight What you do for work

4. ?

5. Where do the majority of your customers come from?

6. Overview Define Social Media Who’s using it and is it “working”? A look at most popular S.M. tools (sites) Worksheet 12 month marketing plan

7. List social media websites and tools

8. Your List

9. What is Social Media User generated content (online) Accessible by mobile device and desktop computers Information sharing and discussion Searchable and Rankable in search engines Linkable User friendly Mostly free

10. Something for everyone Music Photos Videos Journal writing Discussion Technical help Audio

11. When did this all begin? LinkedIn and MySpace, 2003 Facebook (Harvard), Flickr 2004 Youtube, Facebook (high school), 2005 Facebook (corporate, then everyone), Twitter, 2006…. Everything continued to evolve and experienced the most growth since 2008

12. Fears and Myths Too new, just a fad Misunderstood, leadership doesn’t get it Overwhelming, too many options Fear of transparency, loss of control Distraction, interferes with work No policy yet for it’s use in our workplace Not a fit for our company Not ready for new strategy Don’t see the ROI

13. A new perspective Communicating is not a fad, tools now make it easier and quicker President gets it, to employ social media is to trust the people will speak their truths so you can listen Include S.M. into your marketing strategy Can’t measure human interaction and conversation in numeric quantities Time to speak and listen is not time wasted when strategically implemented

14. Who’s not afraid? 35%+ fortune 100 companies on Social Media GE, Ford, Intel, Dell (Twitter users!) Also Wells Fargo, Starbucks, H&R Block, etc.

15. Why is this so “catchy?” Technology, communication driven Economical changes The need for collaborating and uniting The new tools allow the people to have a voice Businesses using new business models to adapt to using the web Over 76% Americans have computers Obama used it in his campaign to reach Gen Y

16. What practical uses have people found for social media? Legos (Mindstorm team) Newspapers, Radio stations (news spreading) Non-profits (United Way Greater Twin Cities) Sprout and PBS (public kids TV station) Ski resorts (Granite Gorge) Emergency crews (PSNH, Red Cross) Advocacy groups (PETA) Customer service departments (Dell)

17. Can you compare it to paper ads? Two sided, enables reader to have a voice and to portray multiple perspectives Allows reader to qualify the information source and choose without coercion Web presence is an expectation now, like being in the yellowpages

18. How do you measure ROI? Increase in bottom line? More traffic arriving through your website? Dominating the online market for your niche? More return clients? More long term relations with clients? Ability to differentiate yourself through your web presence? Connect with next generation consumer? Challenging status quo and keeping up with change?

19. How does it really work? Culture Links Connectivity Branding A marketing tool for the marketing plan Who’s responsible for this marketing implementation Finding time Using new resources

20. Social media culture Openness and responsiveness Learning, listening, info sharing Transparency Adding personality Connectivity Relationship building Virality Vulnerability Energizing and empowering consumers Engage key influencers Create and drive “buzz”

21. Levels of Engagement

22. Different Categories Social Networks Blogs Micro blogs Vlog Reviews/Ratings Forums/Communities Others

23. Worksheet Overview Twitter Youtube Facebook Interactive Websites 12 Month Social Media Marketing Plan (establishing reasonable goals)

24. The Interactive Website Demos: Goals: To keep readers coming back, to allow them to subscribe for more, to get their input, to provide freebies, to keep them on your site or within your web presence Become the news source for your niche market Give readers the tools and make it easy and rewarding for them to spread the word about you.

25. What is TWITTER? Microblog 140 characters or less Accessible by mobile device or desktop A social network A means for communicating to many people at once Free and available to anyone

26. Why use TWITTER? Broadcast quick news announcements to many people at once. Assisting the spread of printed news through feeds To get help, opinion, advice, insight from many- quickly. To meet new people and drive traffic to your profiles online, to your website, to your blog To be involved in real time conversations and discussions To become accessible to a wider pool of potential consumers For planning

27. Video on Twitter http://vimeo.com/1466612

28. How do people use TWITTER? Set up profile when first registering Add photo, choose background Select a handle with keywords to help lead people to you or to help identify what you’re about Post regularly but don’t be obnoxious Respond to people’s posts Ask questions and answer questions Don’t be afraid to make mistakes

29. Is TWITTER safe? If you have a website, a white pages or yellow pages listing, or operate your business in public this is very similar Think about the varied audience you could be reaching and post accordingly. Block followers who you don’t feel comfortable with. Don’t post that you are someplace alone or that you are leaving your home for vacation. Don’t include your home address. Don’t post names of people who don’t want to be or shouldn’t be bothered by the general public. Don’t post negative things about people or businesses, they will find out and you could get in trouble. Don’t complain.

30. TWITTER Topics Create your own micro-press releases, share history Share your vision/mission Reveal industry insights Recognize employees, clients or vendors (etc.) Profile customer successes, use headline in Tweet and link to a blog story, video or website Ask questions of the future, survey, look for feedback Make arrangements or plans with people in real time

31. TWITTER Tips Find people you know (use a tool to find friends on other networks like AOL, Yahoo, Gmail, etc.) Find local people (do Twitter Search/Advanced Search Option or use TwellowHood or Localtweeps) Get a desktop (or mobile for iphone) client, (use Tweetdeck or Seesmic Get help and additional ideas from a Twitter application directory (Twitdom) Check out websites or Google Twitter questions (Mashable is a good resource for anything Twitter)

32. Live Practice Twitter Video: http://vimeo.com/1466612 Set up profile on Twitter Find each other on Twitter and invite each other and send a tweet to each other Send a direct message to someone Retweet a tweet Use a hash tag (#keene)in a tweet (or find one search.twitter.com) Find a news item to share on Twitter and send it Insert a URL link in a Tweet and sent it

33. To do this week Complete your Twitter profile, add photo and customize it Practice finding people, following people, and tweeting Include hash tag #Keene or create your own Tell people on Facebook you’re using Twitter Find news on Mashable or other news sources to send to Twitter Set up Facebook page if you haven’t already Read Wordpress, Blogger, Typepad blogs to see which you like best, make a comment on one

34. Contacts Stephanie’s Cell: 209-4151 www.stephaniejacques.com http://stephaniejacques.activerain.com www.twitter.com/keenenhrealtor

35. Class 2 Check-in Questions, experiences, observations Review Additional tips, advanced Twitter Search Engine Optimization Domain names Youtube Blogging Facebook

36. “ The Trophy Kids Grow up: How the Millenial Generation is Shaking up the Workplace” By Ron Alsop, Harvard Business Review, Nov. 08 “ Trophy kids”: behavior shaped by rewards Achievement oriented- standardized tests era Grew up on the computer Are open and more transparent online Demand and generally accept feedback, Give their “followers” what they want (use feedback) Are more environmentally and socially aware

37. Just wait until I grow up… I’m already hardwired for Web 3.0!

38. TWITTER Tips Find people you know (use a tool to find friends on other networks like AOL, Yahoo, Gmail, etc.) Find local people (do Twitter Search/Advanced Search Option or use TwellowHood or Localtweeps) Get a desktop (or mobile for iphone) client, (use Tweetdeck or Seesmic Get help and additional ideas from a Twitter application directory (Twitdom) Check out websites or Google Twitter questions (Mashable is a good resource for anything Twitter)

39. How do people use TWITTER? Set up profile when first registering Add photo, choose background Select a handle with keywords to help lead people to you or to help identify what you’re about Post regularly but don’t be obnoxious Respond to people’s posts Ask questions and answer questions Don’t be afraid to make mistakes

40. Live Practice Twitter Video: http://vimeo.com/1466612 Set up profile on Twitter Find each other on Twitter and invite each other and send a tweet to each other Send a direct message to someone Retweet a tweet Use a hash tag (#keene)in a tweet (or find one search.twitter.com) Find a news item to share on Twitter and send it Insert a URL link in a Tweet and sent it

41. What’s all this jargon? d keenenhrealtor – direct message to this user, public will not see it #keene – hashtag forms groups @keenenhrealtor – Replies to a Twitterer. They and their followers are able to see it RT @keenenhrealtor : congrats to my 1 st x buyers on this am’s closing! Yay (congrats)

42. Additional tips Search for like-minded people to follow and comment on their tweet (either reply, “RT”, “@”, or direct “d”) Make Twitter an added place you are available to be reached at, check it twice daily at least Post 2-5 times daily and “try it out” for a few weeks Follow people with lots of followers Look within you followers’ followers to find more like minded people (this is like prospecting in public)

43. What is Social Media User generated content (online) Accessible by mobile device and desktop computers Information sharing and discussion Searchable and Rankable in search engines Linkable User friendly Mostly free

44. Social Media is just the online version of what we do everyday! Social Network Sites= cocktail parties Ratings/Reviews= referrals Blogs/ Vlogs/ Microblogs= story telling Podcasts= Record and replay trainings Wikis= encyclopedia, Googling for information Communities/Forums= clubs, groups, associations Interactive Websites= video games or “surfing the net”

45. Connectivity is key! Buyer chose me because my profile indicated we were of the same age Met a buyer at a 4 year old birthday party (building community through commonalities) Buyer chose me because we both attended Antioch University (shared common culture ) Received a referral from a Boston agent because of an online real estate community we both participate in My niche market is Gen X & Y

46. Developing new relationships Identify stakeholders , establish goals for each of them (consider new hires, volunteers, funders, clients and their networks) Become aware of keywords used in searches related to our industry (Google Adwords) Find out who they influence and who/what influences them? Communicate with them in ways they are comfortable with, build relations Reward them (info, feedback, referrals, acknowledgement)

47. Youtube, SEO Video http://www.youtube.com/watch?v=jq4rUcmALhY&feature=related

48. Social media Don’t sell, use meaningful stories Be aware of your assumptions, biases Connect through content, personality, humor Present yourself regularly and be open Consider your diverse audience at all times Offer 90% of the information to help you drive more traffic Subscribe to content you like, they will reciprocate Let your personality speak! Link, link, link!

49. What’s a Blog? Blog is short for Web Log (Vlog is short for Video Log) Reverse chronological journal-style article published online Enriched with engaging content, strategically placed and selected keywords, photos and videos Organized with tags and metatags

50. Why is it social media? Searchable Rank-able (digg, technorati, del.ic.ious) Share-able (RSS, post to Social Network sites) Allows for commentary and discussion Accessible to the internet engaged world

51. Statistics

52. Who engages in the blogosphere? Creators of content Offering advice, knowledge sharing, informing Seeking advice or input of others Organizing data Sharing stories Enlisting the help of others bloggers to present their idea through linking Seeking attention from like-minded people

53. The 4 E’s Educate, Entertain, Engage and Enrich the lives of your readers

54. Deciding what to write about Something you are passionate about Something you get asked about often Something new about your industry or product Story about someone’s experience/success Collection of information and resources Multimedia expression of your keypoints

55. Who engages in the blogosphere? Readers: Looking for information, help, enrichment Looking for support Needing help making informed decisions Needing validation or to verify credibility Voicing their opinions Looking to engage the author and others Seeking interaction from like minded people Looking for other people’s experiences/reviews

56. Objective Attract potential buyers and convert them into paying customers ( focus today is on attracting them ) Know your consumer Select the right language to reach them Offer informative bits of your knowledge Study your traffic results carefully **90% of knowledge can be shared, it’s the 10% that can’t be shared that you use to leverage (how to’s)

57. Offer a multimedia experience Tips: Consider using a YouTube video to convey a message Start a blog and link to your site to create a face to your organization or brand Participate in a forum, create a profile that links to your site or blog Create news regularly on your site Add a widget to give functionality to your site

58. Parts of a Blog Title Body Tags Profile

59. Creating a Title Phrase Incorporate top keywords 80% of traffic could arrive from you top keywords Know your top 10, but have available your top 200 Don’t be misleading, make it relevant to content

60. Finding the keywords www.wordtracker.com – tool to help find similar keywords, find where the real money terms lie. Also helps quantify niche markets. *Use it to identify approximately 200 keywords and short phrases http://50.lycos.com (tracks top 50 keywords) http://www.mostpopularkeywords.com (top 10) http://google.com/trends (daily tracking) http://www.freekeywords.wordtracker.com http://buzz.yahoo.com (hourly tracking) Sex, money, work at home, Google…

61. Keyword Tips Longtail Keywords : Use to dominate a particular market using a more descriptive phrase: i.e., Chocolate - Keep to 2-3 words ( chocolate gifts, corporate chocolate gifts ) - Also consider related keywords ( gourmet chocolate, luxury foods, fudge, truffles )

62. www.wordpress.com Pros Built in trackback system Better comment system than blogger.com Lots of themes/widgets Tracks stats for you Cons Can’t add 3 rd party tracking script No ads allowed $9.97 w/existing domain name, $14.97 to register domain name (per year)

63. www.blogger.com Owned by Google, unproven rumors that this increases search engine ranking Pros Design templates easy to use/modify Ads/affiliate banners permitted Use own domain name for free Cons Limited # of plug-ins/widgets allowed Must use email address for contact form Customizing can be confusing for a beginner

64. Facebook / LinkedIn / MySpace Social Network Sites Share information about yourself Become connected or are invited to connect based on this information Learn about industries, people, and events Ask questions Help others Find people Trendy Virality Addictability

65. Using Facebook.com Maintain a profile, connect and interact with each other Invite through “friending” Use applications to manage event invitation, create fundraising campaigns, promote your events or band.

66. Other Resources: Snaptweet – snap mobile photo, upload to flickr.com, post it to twitter stream through snaptweet Pingtwitter – ping twitter account from your blog so it auto updates when you post a blog Tweetdeck – split main feed (all tweets) into groups or topics/columns allowing broader overview of tweets (a Tweetfeed too) Mashable – everything twitter, very informative www.Search.twitter.com – search for people or topics using key words www.hashtag.org – find/form groups using “ #keyword ”

67. Strategy Build your web presence Add links and keyword rich content Maintain 3-5 profiles for different audiences Be personable and not “in your face” Monitor what is being written about you, your organization and your industry Include a social network and visit it frequently Provide reviews, especially to local sources if local is your target market