Social media can be used effectively for marketing. Facebook allows brands to engage communities through customized pages and targeted ads. Twitter is a public communication channel that follows "cocktail party" etiquette. LinkedIn is a professional networking site to expand connections and position yourself as an expert through your profile, recommendations, and group participation. Measuring engagement on each platform helps optimize the strategy.

1. Social Media Marketing

2. FSC Interactive

3. Andy Kutcher

4. What is Social Media?

5. But, What is Social Media?
Social Media is any
online or mobile
network that allows
people to
congregate, share and
communicate. It’s a
party….
online

7. Why Should I Use Social Media

9. Facebook: Social Networking Site that allows for open communication between
people and brands.
800+ Million Active Users
46% of Facebook users are 25-44 years old
81% of Facebook users have some level of higher education
Twitter: A Social Networking and Microblogging site that allows for open, public
communication in 140 characters or less.
Over 200 Million Users
57% of Twitter users are 25-44 years old
37% of Twitter users have a Bachelors Degree, at least
YouTube: A video sharing website, owned by Google. The second largest
search engine on the web.
Over 3 Billion Videos Viewed Daily
Average age of YouTube is 27 with 20% being 35+
78% of YouTube users have some level of higher education

10. LinkedIn: A Social Networking site for business professionals.
More than 120 Million Members
Average age of LinkedIn is 25-54
LinkedIn is used by 69 of the Fortune 100 Companies
Yelp: A Social Networking site that allows customers to leave reviews of any
business
61% of people rely on user reviews for product information or research
before a buying decision is made
41 Million Monthly Visitors
Google Places: Allows you to claim your business profile on Google, people can
review your business
97% of consumers search for local businesses online

11. 78% of companies said
they use Facebook,
Twitter, and other
sites to conduct
research, improve
customer service,
push marketing and
PR initiatives, and
ultimately boost sales.
(credit: http://news.cnet.com/8301-1009_3-20016517-83.html)

12. Let’s Get Started!
How to Develop your Social Media
Strategy

13. What are your Goals?

14. What are your Goals?
• Specific I want to increase traffic to my
• Measurable website by 10%
• Realistic
We want a monthly average of
70 interactions on Facebook
I want 20 new Followers on
Twitter every Month

16. Who is your Audience?
• Age, Race, Gender
• How do they talk to you
• How do they talk to each other
• What is the best way to reach them

18. What (and who) are your Resources?
• In-house vs. Outsourced
• Team Size
• Available Time
• Accountability

20. What Channels should you use?

21. The Four “C’s” of Social Media
No matter what platforms you
choose, these four things will keep
your strategy moving in the right
direction

22. Content
Community
Consistency
Customization

23. Content
We know the digital era requires more content,
not less. And it requires content edited and
packaged in ways that help user access and allow
for advertising placement.
– Tom Curley, CEO of The Associated Press

24. What to Post
• News About Your Business
• Blog Posts and Press Releases
• Upcoming Events
• Promotions
• Photos
• Information About Your Business
• Quotes
• …Just About Anything!

25. “Be yourself. Above all, let who you are, what you
are, what you believe, shine through every sentence you
write, every piece you finish.”
- John Jakes, author

26. Consistency

28. Create a Schedule
(and stick to it!)

29. Customization
You forgot the
first rule of mass
media, Elliot!
GIVE THE PEOPLE
WHAT THEY
WANT!
- James
Bond, Tomorrow
Never Dies

30. Community
com·mu·ni·ty
ɪ
/kəˈmyunti/ noun, plural -ties.
a social, religious, occupational, or other group
sharing common characteristics or interests and
perceived or perceiving itself as distinct in some
respect from the larger society within which it
exists

31. Anyone you
interact
with, even if
only one
time, is a
part of your
community
http://www.coolinfographics.com/blog/2010/10/14/map-
of-online-communities-2.html

32. What Else Should I Do?
Good Question!

33. It’s Ok to
Eavesdrop!

34. Google Alerts

35. Social Mention

36. Open Book

37. www.search.twitter.com
“search term” near:zipcode

38. TweetBeep

39. Topsy

40. Let’s Talk Specifics
Facebook
Twitter
LinkedIn
Yelp
Google Places

41. The ‘book

42. Facebook
tops
Google
for
weekly
traffic in
the US.

43. Using Facebook as a Brand
Engaging on Facebook as a Page
Customizing Your Page
Growing your Community through Targeted Ads
Measuring Success with Insights

44. Being Your Brand on Facebook

48. Engage With Things You Like

49. Share Your Favorite Content

51. Customize Your Page

52. Page Settings

53. Cross Promote Your Partners

54. Facebook Deals

55. Customized Tab

56. Reach Your Audience Through Ads

57. Facebook Ads

60. For Example…
In Louisiana, who like: In Louisiana, who are:
- N.O. Saints: 258,360 - Married: 531,200
- Cooking: 78,520 - Engaged: 50,400
- Shopping: 149,040 - Single: 272,880
- Travel: 75,780 - College Graduates: 423,760

61. Real Life Examples
Situation: Need to Drive Traffic to the New Orleans
Saints Pre-Season Games.
Primary Target: Men in Louisiana
Secondary Target Demographics: Like New Orleans
Saints and Football. Are 21+
Situation: Wedding Shop in New Orleans that
specializes in high-end, handmade wedding dresses
Primary Target: Women in New Orleans, LA
Secondary Target Demographics: Engaged, 25+ and
College Graduates.

62. Measuring Success with Insights

67. There are
more
people on
Twitter than
the
population
of Sweden,
Israel,
Switzerland
or Norway

68. Using Twitter as a Brand
Speaking the Language
Why Twitter Matters
Using Twitter Lists
Measuring Success on Twitter

69. Cocktail Party
Rules of Engagement

70. Cocktail Party
Rules of Engagement
– Don’t talk all about yourself
– Find the people who interest you
– Try to add value to the conversation
– Follow up with your new friends

71. Speaking the language
RT @fscnola hosting a
#socialmedia101 training session
this morning!

72. Twitter Translator

73. Replies
@ denotes a tweet sent to another Twitter user.
@TiffanyStarnes see you
in the park tonight!

74. Retweet
Retweets are similar to
forwarding a message in
e-mail. They help grow
communities and makes
people feel good.
RT @andyknola: Help
raise money for Tsunami
Relief:
http://bit.ly/awsjah0

75. Direct Message
DM is a private message that you can only send
to those who follow you.
D Adeletiblier Here’s my
e-mail address
andy@fscinteractive.com

76. Hashtag
# makes a term into a keyword that is
searchable, also used to imply sarcasm or humor
@tiffanystarnes is speaking in tongues at
#socialsummit
@nolamaven @AmieSaint @glamourstar this
makes me weep for America.
#mariahcareybabynames

77. Why Twitter Matters

78. Twitter Can be Used For…
• PR
• Crisis Communication
• Customer Feedback
• Achieving Goals
• Customer Relations
• Recruitment
• Sales
• Driving Traffic

79. Manage
(on your computer)

80. Manage
(on the go)

81. Beauty in Brevity

82. Measuring Success on Twitter

83. Success = ____________?
“A leader has to be positive about all things that happen
to his team. Look at nothing in the past as failure.”
- Coach Mike Krzyzewski

84. Bit.ly

85. Who.Unfollowed.Me

86. TweetStats

87. Measuring Success on Twitter
ReTweetist- Allows you to discover trends, popular topics and popular people by
tracking Retweets (RTs) across Twitter.
http://retweetist.com/
Twitalyzer- Twitter's most popular measurement solution for business and personal
users, focusing on influence, impact and engagement.
http://www.twitalyzer.com
BackTweets- Get a comprehensive understanding of how your content is shared on
Twitter, including tweet graphs, reach & impressions stats, influencer lists and more!
http://backtweets.com/
TwitterCounter – Allows you to review your friends and follower growth by week,
month or 3-month intervals. You can also compare your growth to competitors.
http://twittercounter.com
OneForty – All of the latest and greatest online and social media tools.
http://oneforty.com/category/Analytics

89. What is Linked In?
Who Do You Know?
Who Do THEY Know?
Who Are You Trying to Reach?
How Do You Expand Your Network?
How Do You Set Yourself Apart?

90. Using LinkedIn as a Professional
Your Profile
Getting Connected
Own YOUR Brand
Your Company Page

91. Your Profile

92. First, Let’s Talk About ME.
COMPLETE your Profile…
- Add Your Picture
- Include ALL job history
- Ask For and Make
Recommendations
- Optimize EVERYTHING
- Job Titles
- Updates
- Summary

93. Getting Connected

94. Who Do You Know?

95. Who Do They Know?
- Always personalize requests!
- Include an introduction and why
you would like to connect
- Forward your profile to people
you don’t know but would like to
meet and WHY you are contacting
them….BE HONEST

96. Expand Your Network
Join Groups & Organizations
– Some are open and others require invitation
– Seek Professional Organizations
– Seek with Potential Customers

97. Updates Keep you Updated

98. Owning YOUR Brand

99. Position Yourself as a Pro
Questions and Answers
- Search open questions
- Offer your expert opinion
- Don’t know the answer, share it with
someone who might

100. Get Recommendations
Recommendations
- Give to receive….
recommend former
coworkers, employers and
employees
- Ask them to reciprocate
- Not so glowing, you can
hide it

101. Your Company Page

102. Companies can have a Presence,
Too!

103. Brand Overview, Recruitment and
Services

104. Linking it all Together

105. Share Whatchya Got

106. Print Materials

107. Email Signature

108. Website (above the fold!)

109. TV Ads

110. Media Buys

111. Anywhere Relevant

112. Andy Kutcher
E-mail: andy@fscinteractive.com
LinkedIn: www.linkedin.com/in/andykutcher
Twitter: www.twitter.com/andyknola
Facebook: www.facebook.com/andy.kutcher

113. FSC Interactive
1943 Sophie Wright Place
New Orleans, LA 70130
(504) 894-8011
E-mail:
training@fscinteractive.com
Facebook:
www.facebook.com/fscinteractive
Twitter:
www.twitter.com/fscnola
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