Enhancing Social Media for Business • Value of social media • Getting connected with the ‘Big 3’ • Branding, blogging, internet marketing, SEO • Content strategies • Questions • and possibly...A few extras...

2. Connect • Converse • Collaborate
Enhancing Social Media for Business
• Value of social media
• Getting connected with the ‘Big 3’
• Branding, blogging,
internet marketing, SEO
• Content strategies
• Questions
• and possibly...A few extras...

3. Definition of Internet Marketing
Internet marketing is the process of marketing goods
or services through the Internet - both for those whose
income is derived solely from the Internet - and for those
who have a brick and mortar location but choose to
advertise on the Web. (source: About.com)
Social Media is just
one component
of Internet
Marketing as are
Websites, blogs,
vlogs, emails,
e-newsletters, etc.

4. Definition of Social Media
The umbrella term for the many tools
that allow people to socialize on the
Web, such as social networking sites,
blogs, wikis, etc.
(source: Principles of Internet Marketing, Jason Miletsky
Course Technology 2010)
Now that Google and Bing are displaying real-
time Twitter and Facebook search results, it’s
critical for businesses to have a presence on
social media.

5. Social Media - It’s not Twitter or Facebook
It’s the power of the network.

6. Big Game Advertisers Tap social media to Extend Buy
Early peaks of spots were launched prior to the big game,
voting was done throughout and large numbers of
hits continue to spike today.

7. Not all social networks are the same...
“LinkedIn is for people you know.
Facebook for people you used to know.
Twitter for people you want to know.” – Author Unknown

8. Linked
The World’s Biggest Professional Network.
Over 101 million users worldwide...
and growing fast.

9. • The social network to be when
you are seeking employment
• Great source for finding leads
resources
• Connecting with professionals
from small businesses to fortune
500 companies

10. 41.1% Female, 58.9% Male
18-24 = 20.9%
25-34 = 35.8%
35-54 = 36.3%
+54 = 6.9%
credits: Amodiovalerio Verde

11. How To Get The Most Out
Of LinkedIn with your Profile
LinkedIn offers a professional profile for a fee.
A free LinkedIn profile will suit most small businessess.
100% Complete Profile
Important because it is the main way of showing up in
search results.
You need at least 3 recommendations to have a 100%
complete profile!

12. Share Your Basic Info
For the right people to find you make
sure you get your basic info right so
people can find you.
Executive Summary
This is where most people start when
they review your profile. Be creative,
use keywords and include your most
important service or products.

13. Add Education and
Previous Job Experience
Connect with people that you know
from work, school/college.
Viewers of your profile, customers, vendors,
lenders will check your education.
• Assists in completing the profile entirely
• Highlight all your experience and connect
with co-workers.
Use a Spellchecker: First impressions count!
Go to http://www.google.com/toolbar/ff/index.html

14. Use Recommendations Effectively
• Customize
messages
• To get
recommendations,
start by
giving them

15. Send Personalized
Connection Requests
Send an invite from the
contacts profile page
and click on “Add to
your network”.
Be careful about
reaching out to people
you do not know.

16. Change it Up
Drag and drop parts of your profile
around.
Importance
Of Sharing
Linkedin offers
real time sharing
similar to Twitter.
Add high quality
content of interest
to your network
and groups.

17. Introduce Your Company on LinkedIn
You can’t set up a profile page as a
company page in LinkedIn. Set up a
company page with these steps.
1. Go to the “Companies” menu on LinkedIn
Connect
with 85 2. From company, select “Add Company”
million
business
members

18. 2. Enter basic information, a description,
industry, number of employees.....

19. 3. Follow the wizard – add your logo,
locations, blog feed, products and
services
LinkedIN then
pulls in data
from the site.
• median
age,
• top schools
and other
companies
you are
connected
with.

20. Customize Your Page
1. Introduce your staff
2. Add service, products with graphics,
video, blog or vlog feeds
3. Get Recommendations and Display on
your Page
4. Follow Us on
LinkedIn Button

21. 5. You can now feed blog posts
and tweets automatically to the
overview page.
6. The analytics on the business page
tracks:
• your page views
• who has visited
• what industries are interested
in your company
• companies who have been
looking at your page.
Has your competition stopped in?

22. 6. Get Client Recommendations without
them having to go to LinkedIN
Just add a “Recommend” button to
your website and it populates back to
your LinkedIn business page!
7. Groups are an integral part of LinkedIn-
• great places to network
• find followers
• meet industry experts.
Recommend
Us! New features for groups to help cut down
on spam

23. (http://www.linkedin.com/publishers)
8. LinkedIn Share Button
The same as a ‘Share button’ on
Facebook. The exception is that it
updates all your LinkedIn network
connections.

24. Time to Fly over to Twitter.
As Chris Brogan says Twitter allows us to interact with
people around the world in three different ways:
1) Send a short message to a bunch of people publicly
2) Send a short message to a specific person publicly
3) Send a short message to a specific person privately

25. Join the conversation!
55+ = 9%
• 175 million registered users
45 to 54 = 17%
• 95M tweets are written per day 35 to 44= 27%
• 52% Female, 48% Male 26 to 34 = 30%
• 8% Of Americans Use Twitter 18 to 25 = 13%
13 to 17 = 4%

26. Using Twitter for Business
TWITTER - News as
it’s happening, -
the real magic
of Twitter is the
continual flow of
real-time news that
matters to you.
(see also paper.il)

27. Twitter is a micro-bloggin service.
• You can post updates with 140 characters or less.
• Get in the practice of using less than 100
Bit.ly - use characters so your entry can be retweeted
to shorten
website • The links within those 100 characters post
links - and lead you to a lot of interesting content.
you can
• Messages from others you follow will show
track the up in a readable stream on your homepage
hits to it. timeline. Click links in others’ Tweets to view:
websites, photos and videos they
have posted.

28. Twitter can be used for
Marketing •PR • Customer Service
• Develop and Promote Your Brand
• Track and Analyze Your Campaigns
• Interact with your customers
• Promote blog entries, e-news links, webinars...
• Introduce upcoming events, sales,
create interest during event
• Track what people are saying

29. Set up your profile
• Add your company website
• Add links for Facebook, LinkedIn profile, blog...
• Create succinct bio with energy &
what you do
• List your location.
• Choose whether you want your tweets
private of not.
Be transparent - don’t tweet things you don’t
want people to see!

30. Add your Profile pic or Avatar:
For a company page use your company logo.
Customize your page,
If you keep the default page layout others
may assume you are a spammer
• Custom or Twitter backgrounds available.
• Choose theme that is relevant, with colors
that work with your brand

31. Start Tweeting!
Add a few tweets before you start worrying
about getting followers.
• demonstrates your style and content
Build A Voice: retweet, reply, react,
others are more likely to find your messages
if they are retweets or replies)

32. Tweet What?
Be careful! 1. Retweet (RT) another post, mention
don’t post someone other people follow, reply to
duplicate, someone elses post:
or near
duplicate, To mention a person add the @ symbol before
updates their username (such as @connectgraphics
or links - love this info! will be directed to me and I can
retweet! reply publicly)
2. Projects you are working on
3. Who you will be meeting with that day

33. 4. An event or place you are going to
(share a link if applicable)
5. An observation such as how great this
Keep in social media introduction was ;-)
mind buzz
words that
6. Tweet about what you’re doing,
attract:
thinking or feeling
• free,
• how to,
7. Something you have read or watched:
• tip,
Post a link to an interesting video, blog
• RETWEET, post or news article, etc.
etc.

34. 8. Promote your content: Post a link to your
company website where you have tips
or blog entries, etc.
9. Link someone else’s content: Promote
a blog article as a helpful resource
someone else has written
Places to find content:
stufftotweet.com
popurl.com

35. Basic Tweeter Vocabulary
Popular Terms / Practices:
Twitter Handle,
To Follow, #Hashtags - community-driven convention
Follow Back, • adds context and metadata
Hashtag#, like inline tags on Flickr
Retweet (RT), • create a hashtag simply by prefixing a
Tweet Stream, word with a hash symbol: #hashtag.
etc.
• hashtags.org provides real-time tracking
of Twitter hashtags.
Opt-in by following @hashtags

36. Twemes also offer real-time tracking

37. Building Followers
1. Start by finding and following other
interesting Twitter accounts.
• Businesses you love
• tweeters your friends follow
2. Advertise your Twitter user name on all
collateral such as email signature, your FB
and LinkedIN profiles, etc.
3. You can choose to build your numbers by
following everyone or base who you follow
on whether is it relevant to your goals.

38. 4. Try to add to conversations with “Tweeters”
who have a large number of followers
and ride their wave.
5. nother way to build followers quicker is to
A
get listed in WeFollow (WeFollow.com).
6. et listed in directories that get lots of traffic
G
• Twellow (Twellow.com)- Twitter Yellow Pages
• Twitdir.com. - Get listed in multiple categories
• Search Google to find more directories.

39. 7. Go to the ‘Who to Follow” tab at the top
of your Twitter page.
• Search by handle, subject, etc.
• Import your Address
book
• Also there are
suggestions in the
right panel of
your page.

40. 8. Follow people back who follow you &
search their follow list.
9. Interact - retweet, ask and reply, discuss,
Socialize- do not just promote your
company!
10. #FollowFriday (#ff) very popular feature -
all day Friday people suggest others to
follow. (Also #MarketerMonday (#MM))
11. Connect and engage regularly, send
quality content and share ideas.
12. Mention and thank people

41. It’s not just about the numbers.
If you provide valuable
content people will come
that are interested.
Better to have one person
engaged than a 1000 who
don’t care.

42. Additional Ideas and Resources
• Tools like HootSuite and TweetDeck, etc. -
manage more than one persona or network.

43. • Post your Twitter handle as a link when
commenting on blogs and articles.
• Share your tweets with Facebook
One way is to go to your Twitter profile -
Connections. Another option is to use a
widget.

44. • With Twitterfeed.com, and other tools
you can set up a schedule for your tweets.
• Explore advanced
Features: lists, direct
messages, and favorites.
• Find tips and instructions
on Twitter -Go to Help

45. Connect your Twitter account to your blog,
Facebook and Website with widgets, links, etc.
How to Add
a Twitter
Widget To
Your Website
• Go to ‘Business’ in your side panel.
• Access Resources and Widgets
• Add a variety of widgets & logos to your
social networks, website or blog.

46. • Select Widgets
• Select My Website
• Select the widget you want to display.
Choose: Profile, Search or Faves Widget

47. • Add the standardized
social media buttons to
your blog and website
• Add Tweetmemes/Share
Buttons to your blogs, article etc.
• Use the Twitter App, TwitPic, etc. on
your Mobile Devices include photos,
videos, etc.
• Remember Bit.ly - to shorten URLS-
and track the hits to it.

48. Connecting to Third-Party
Applications
Twitter is now protecting users
privacy by going though OAuth
to link up your Twitter account.
(good for security no passwords,
etc. need to be shared.)

49. Twitter Tactics to help
Expand Your Influence
• Be an active user
• Remember to use Hashtags
• Conduct a contest
• Don’t Spam, Be honest and transparent
• Create a list of useful tweets
• Use Twitterfeed or similar services

50. • Join a Twitter chat -#specific topic at a
set time.
• Broadcast live events - like seminars you
attend…
• Create a #hashtag to promote events-
encourage attendees to share it (before,
during and after event)
• Reciprocate by following back

51. Follow Twitter Conventions
Hashtag Search Engine with Statistics:
http://wthashtag.com/Main_Page
How to use a Hashtag by Mashable:
http://mashable.com/2009/05/17/twitter-hashtags/

52. Twitter’s down... Let’s Check Facebook
More than 500 million active users

53. Where all your customers
hang out.
• 50% of active users log on to
US Stats cont.:
Facebook daily
3 to 12 = 4%
• Average user has 130 friends
13 to17= 22%
• People spend over 700 billion minutes
18 to 34 =42%
per month on Facebook
35 to 49 = 20%
Source- Facebook - 2-4-2011
50+ = 12%
and growing About 70% of Facebook users are outside
Source:Quantcast the United States
Updated May 2010
• Delayed - Next: Feb 2011
http://www.quantcast. US Stats: 55.5% Female, 44.5% Male
com/facebook.com

54. Facebook Mobile Stats: APPS
• There are more than 200 million active
users currently accessing Facebook
through their mobile devices.
• People that use Facebook on their
mobile devices are twice as active on
Facebook
Women-Connect Facebook than non-mobile users.
commented on
your status
• There are more than 200 mobile
operators in 60 countries working
to deploy and promote Facebook
mobile products
Source- Facebook - 2-4-2011

55. Facebook is #1 for Networking
Whether you are choosing to connect
with family, friends, discovering old school
buddies, neighbors, business associates.
Since everyone is here, your businesses
needs to be here.
Let’s dive in and focus on Facebook
Business Pages.

56. Differences between a business
page and a group page
It comes down to what purpose the page serves.
• Member based organization - group page may work
well. The biggest benefit of the group page is that you
can send announcements to the whole group.
• Businesses selling a product or service- best served by
a Facebook Page.
There is no cut off to the amount of people who like
it, you can install third party apps, add widgets and
feeds from your page to your website and other
online sources.

57. Be where your customer is.
Biggest benefit for both pages of course
American is the ability to stay connected to your
members contacts. As all social networks Facebook
average 421 is built on relationships.
minutes on
Facebook
Going Viral -
per month
By getting customers to like your page
(2-2011source:
Mashable.com) all your posts will be entered into their
newsfeed for all of their friends to see. It is
like a personal recommendation.

58. Face it we need to set up pages.
Business Pages and Group
Pages look the same and
are very similar to set up.
We will cover specifically
a business page.

59. How To Build A Successful
Facebook Fan Page
1. Login to Facebook
- You must have a
personal profile.
2. Go to the Advertising
Section click Pages.
Or go to: http://www.
facebook.com/pages/
create.php. Click
‘Create a Page
3. Choose your page -
are you a business,
brand, cause,
celebrity, etc.

60. 4. Name Your Page
•Agree to page terms
5. Design your page
• Add your logo &
branding elements
• Hold off on inviting friends
until after you have
added content.
• Add applicable pictures
• Make your page dynamic
by adding applications like
FBML.

61. Facebook Mark-up Language (FBML)
6. With dynamic
Facebook pages you
can customize
the tabs
• Build a mini website. Add
videos, products, etc.
• Add a custom
designed landing page
and encourage liking
the page.
7. Link your website, blog,
social media profiles,
etc.

62. 8. Add a button on your website to
promote your Page. Place code in
your website.
9. Edit your page - choose ‘edit page’
on ight. Include location, and
r
information.
10. Maintain your page - post new
information regularly. Specials, trends,
updates, information your customers
will appreciate it. Have fun!

63. 11. Once you have 25 members
who like your page you can get
a vanity URL. Such as facebook.
com/connectiongraphics.
12. To increase likes, be creative,
offer free reports, e-books, polls,
contests , etc. to make people
visit your page. Have people
like the page before they can
access the giveaway.

64. When friending people set up Lists in
Facebook to target your messages.
• Go to your profile
• Go to Account
• Create a list
• Choose the list to add the
new friend when you accept
or send a new friend request.
More than 20 million people connect every day with pages.
Make sure they are connecting with you!

65. What not to do on Facebook:
1. Don’t Have two Profiles:
Personal and Professional.
If Facebook catches you they will shut you
down. Be yourself and be transparent with
your friends and business contacts. Use the
lists feature and other privacy settings in FB.
2. Creating a Profile for Your Business
Instead of a Page
Profiles are meant for people, pages are
meant for business. There are added
benefits with a business page, auto likes,
analytics, etc.

66. What not to do on Facebook 2:
3. Turning Off Wall Posts for Your Business Page
The point of Facebook is to interact with
It is the viral, your community! I want to know the
interaction business wants to hear what I have to
that makes say-and on their turf.
Facebook
such a 4. Not Updating Your Business Page
powerful
If you update your business page with
tool for interesting content, your users are more
business. likely to engage with your page, these
interactions show to their friends…

67. What not to do on Facebook 3:
5. Not Being on Facebook
Your Even if you think Facebook is a fad and
will be gone in a few years, it is still huge
Customers now, don’t miss riding the wave. With
Are on over 500 million active users Facebook
has captivated your target market.
Right Now
One of the fastest growing
demographics are users over 55.
The majority of Facebook
users right now are older
than college age.

68. Social Media
Strategy
A social media campaign
can be successful if it is well
planned and well executed.

69. Who is Responsible For All of This?
Company Social Media Manager:
A person trained to share corporate message,
ethics, brand claim and campaign objectives.
This person should be transparent in all
communications and consistent in style in
each network. All interaction should come
naturally to reach and interact with your
audience.
Consider outsourcing options carefully

70. The dedicated person is responsible for:
• Posting messages, news, images or videos
on social media and corporate website
• Replying to the users
• Starting discussions
• Participating in the community
• Writing and maintaining a corporate blog
• Tracking mentions and reviews

71. The Main Tasks of a
Social Media Campaign:
1. Account Setup (check)
2. Developing & Managing Community
This is the most important part of the
campaign. Repeat all tasks previously
mentioned for company Social Media
Manager; post, update, track, respond...
3. Moderating - Ensures fair play within your
social media places.

72. 4. Monitoring - What are people saying
about you or your brand?
Google Alerts, Facebook Search,
Tweetdeck shows where you have been
mentioned, etc.
Use Topsy.com search engine in order to
trace what people say about your website
on Twitter
5. Tracking -Various tools available to do
so (Google Analytics, Tweetmeme,
Tweetstats, etc.) to measure campaign
effectiveness.
One of the most common things to monitor
is traffic and the conversion rates.

73. Content Strategies
Generate new content, update frequently
• Use Social Networks as ‘outposts’ for
broadcasting marketing message
( YouTube, Slideshare, Scribd)
• Tools like HootSuite and TweetDeck,
Smartphone Apps,
• Direct blog posts to LinkedIN, etc.
• Calls to action

74. Content Strategies 2
• Get involved with Groups
• Posting and answering questions
- Good ways to build friend base
• Secure contact emails for personal
contact, email blasts, direct mail
promos, etc.

75. Campaign Case study
Example: A hotel ran a campaign utilizing
all of the big three, plus blogs, YouTube,
emails, website, etc.
The Two Main Objectives
1. Increase the brand awareness and build
an e-mail database for Email campaigns.
2. Increase the online bookings, the Twitter
followers, the Facebook fans and the
views of the videos on YouTube.

76. The results of the campaign
• The website visits were increased by 187%
• The visits on the booking engine were
increased by 227%
• The Facebook fans were increased
by 150%
• The Twitter followers were increased
by 80%

77. The results of the campaign cont.
• The views of the videos on YouTube were
increased by 100%
• A big Email Database was created since
lots of people subscribed to the hotel’s
newsletter
• Additionally the traffic on the website of
the hotel and the bookings remained
high for a long period after the end of
the contest.

78. Launching a contest or giveaway:
Contests engage your community.
• Determine your goals -building new product
awareness? increase traffic? Fans?
• Review the rules of the media you are using
(Twitter, LinkedIn)
• Provide Information
Customize a tab in Facebook and post info.
about the contest and official rules.

79. Launching a contest or giveaway 2:
• Make sure all your social media channels
are in place.
• Make sure you are active, regularly
posting content, video, etc.
Produce campaign materials
(text, messages, email announcements,
graphics, web pages, flyers, etc.)
Promote through all channels you set up
The big 3, email, blog, ads if budget allows

80. Contest Case study
Summer Flavors Contest
Main Objective:
Drive fans to the company’s Facebook
page and stores.
VIRAL Post Contest Rules to a tab of the
ACTION: corporate Facebook page
Entrants
shared and Requirements was to post creative
encouraged comments of 50 words or less
their friends to about 3 signature ice cream flavors
vote for them.

81. Contest Results
• Nearly 4,000 people entered the
contest.
• ncreases sales of 3 flavors from
I
previous year.
• 3,000 shares resulted in more than
It is important 1,800 people voted. (with use of an
to check application by Wildfire Interactive.)
each sites
contest and • Winners were posted on the
sweepstakes company page and were
rules prior to awarded a trip.
launch!

82. Offer Case Study - eGifts
Friends can send their Facebook
friends an eGift, from your Facebook
fan page.
The eGift shows up in the recipient’s
News Feed on Facebook, so all friends
can see it. (Viral Effect again)
Add-on apps
run the eGift Like a gift certificate, recipients can
feature. redeem the gift by showing a printout
Think of all the of the email that is sent or show the
code on their mobile phones.
possibilities!
eGift Social, created by First Data Corporation

83. Leveraging Content and your Fan/Friends base
1. Do your homework
Learn more about your customers and their
preferences. Conduct surveys, ask questions
2. Innovate
Fan Pages need to stand out from the millions of
others. Use a combination of Twitter, Facebook and
YouTube for campaigns.
3. Reward fans with Offers and Promotions
Motivate people to act, launch offers and
promotions.

84. Leveraging Content and your Fan/Friends base
4. Maintain Transparency - Everything that you
do is viewed by your followers.
5. Begin to Sell Using Social Media - Facebook
pages can be online stores. If fans can make
a transaction from your Facebook page
without clicking elsewhere you can close a
sale quick.
Remember to make it fun and interactive, have
fun and good luck!

85. Questions?

86. Extras
paper.il -organizes links shared on Twitter into a newspaper-style format.
RSS Feeds - like getting pizza delivery (get RSS logo and get TwitterFeed logo)
Klout Scores
Branding
Wiki
Internet Marketing
How to Use QR Codes
JumpScan
Flickr
Slide share
Twello
Truetwil
http://www.mytweetspace.com/
Digg, Delicious....