Presentation gives business owners insights into how to start using social media, where they should be on the social sphere and introduces them to the Circular Model of SoMe for Social Communication - Share, optimize, Manage, engage.

1. Gina Luttrell
@ginaluttrell
www.ginaluttrellphd.com
Using Social Media to Promote
Your Business

2. Who am I?
 Gina
Luttrell, Ph.D., @ginaluttrell, www.ginaluttrellphd.com
 Professor of Public Relations and Social Media at
Eastern Michigan University
 15 years as a PR practitioner
 Began teaching in 2007
 My career has spanned large corporations to Non-profits
 Consult, research, present & conduct workshops to keep
active and current in PR & SoMe
 PRSA-Detroit Member
 PRSSA Faculty Advisor, Eleanor Wright Chapter
 Upcoming book on Social Media and PR

3. Overview
 What is Social Media & Why is it Important?
 Conversation Channels
 Blogging
 Microblogging
 Social Networking Sites
 Photo sharing
 Video
 Analytics & Monitoring
 Tips
 Thank You & Questions

4. What is Social Media?
 Varied definitions
 Social media refers to the means of interactions among
people in which they create, share, and exchange information
and ideas in virtual communities and networks.
 Social media consists of various user-driven (inbound
marketing) channels
(e.g., Facebook, Twitter, blogs, YouTube). These channels
represent a stark difference from the advertiser-driven
(outbound marketing) push model. As the principal owner of
the customer relationship in the firm, typically, the marketing
department is responsible for managing these social media
channels. Although some may argue that the customer
relationship is “everyone’s” responsibility in the firm, the
overarching responsibility rests with the marketing department
as the champion for the customer. Cheryl Burgess – Blue
Focus Marketing
 Social media is digital content and interaction that is created
by and between people. Sam Decker – Mass Relevance
 Here is a link to 30 variations on a definition…
http://bit.ly/18xeWZZ

5. What is Social Media?
 Human Network
 Think of social media as an invitation to
someone’s house
 It’s personal, private, and you NEED TO BE
INVITED!
 SM is the epitome of two-way communication
 Communicators have never before been able to
connect with consumers on such personal levels

6. Why should you care?

7. SoMe is NOT MKTG
 In marketing we sell
 In SoMe we look to build relationships
 That’s why PR and SoMe go hand in hand
 PR should lead SoMe strategies
 When companies try to apply marketing or
advertising principles to SoMe they fail
 Not there to promote your products – I
know…hard concept

8. Features of SoMe
 Sharing: allows you to send content to your social
networks in batches.
 Profiles: allow you to position your expertise and
qualifications to the social networks. The
keywords in your profile(s) are vitally important.
They have a strong impact on your search
results.
 Pages: allow you to create specific content based
on interest. This helps when you want to build
targeted campaigns.
 Groups: allow you to engage with your current &
potential clients based on their areas of interest.

9. Features of SoMe
 Search: allows you to find and rank specific
keywords. Keywords are indexed by the search
engines.
 Messages: allows you to privately engage with
specific prospects.
 Events: allow you to promote events and see
attendees to create follow up strategies.
 Voting/crowdsourcing: allows you to take the
pulse of your marketplace.
 Applications: a wide variety exist to customize
any aspect of your social strategy.
 Source Consumer Solutions, NY

10. Get on the “Cluetrain”
 The Cluetrain Manifest summarized ideals
and basis of all interaction via social media
 Be authentic to stakeholders: talk like people,
eliminate buzz words and overly technical terms;
 Have fun and laugh; and above all
 Listen
 H U M A N Network
 People on the other side of your computer, brand,
website, podcast, video, blog, microblog, photosharing
site…

11. How SoMe Works
 The Circular Model of SoMe for Social
Communication promotes listening
 S: Share
 Connect with users through sharing sites
 O: Optimize
 Listen & learn from conversations
 M: Monitor
 Tweetdeck, Hootsuite – allow you to see conversations in real-time
 E: Engage
 So do it… talk with customers!

12. Conversation Prism

13. Where to Begin?
 Social Media Audit
 Where are your customers? That’s where you need
to be!

14. Tactics
 The following section are the tactics you will take
to create the social media plan.
 You may or may not use all of the following social
media tools in your plan.
 Remember, not all SM tools are right for every
organization. You need to decide which ones are
right for your organization.
 This will depend on resources – meaning
staff, money, and ability.

15. Blogging

16. Blogging
 Pick the right tool
 I like Wordpress
 Pick the right URL
 www.ginaluttrellphd.com
 Write about subject matter that you know about
 Join the conversation
 Follow other bloggers, influencers in your field
 Create an editorial calendar
 Blog 2-3 times per week
 Commitment
 Don’t sell your products, talk around them

17. Blogging
 Attribute sources – from other articles and photos
 If someone comments, comment back!
 Check your facts, don’t just repost.
 Create social media policy – MUST HAVE!
 http://ginaluttrellphd.com/social-media-policies/
 Blog and for employees
 Tells both how to act on SM
 Short, more informal writing. 250-600 words
 Promote via Twitter
 Hashtags & bilty URLs

18. Blogging
 How many hours will be spent on blogging
 Break this down either by daily/weekly/monthly
 Include how many blogs will be written either daily/weekly/monthly
 Remember a good rule of thumb is one blog daily, three weekly
 Try to create an editorial calendar for your blog
 Short term objectives:
 Increase recognition
 Insert actions to be taken here (Example: X number of posts)
 Blog publication schedule
 Add RSS button
 Increase engagement
 Insert actions to be taken here (Example: Encourage comments, forum pages, etc)
 Key Metrics:
 Number of posts
 Audience growth‐ unique and returns
 Conversation rate
 Conversions
 Subscribers
 Inbound links
 Technorati, Alltop, and other directory listings
 SEO Improvements

19. Microblogging

20. Microblogging
 Twitter most popular
 Choose the right @ name
 Follow key players in your industry
 140 characters – when sending tweets make sure
your are only 55 characters. Want ppl to RT
 RT – retweet
 # - hashtags – group conversations
 @ginaluttrell
 DM – direct message
 URL shorteners – bitly (my fav)
 Analytics- see how many ppl clicked on your link

21. Microblogging
 Microblogging (Twitter)X hours daily/weekly/monthly
 Include which tools will be used to help with this activity
 Hootsuite, Tweetdeck
 Short term objectives:
 Compile list of company Twitter users
 Promote company blog post through corporate account
 Communicate support issues from social media to support team, ensure
follow‐up
 Build reputation
 Promote other social networking activities/sites through Twitter
 Key Metrics:
 How many Friends/Followers
 Velocity‐ avg. of first‐ and second‐order followers attracted per day since
the account was established. (Could suggest using Twitreach.com to
monitor this.)
 Social Capital‐ influence of twitter followers
 Centralization‐ how much influence (reach) is invested in a small number
of followers
 Pages ranking on key terms from microblogging sites

22. Social
Networking Sites

23. Social Networking Sites
 LinkedIn
 Business minded people
 Resume
 Connections/referrals
 Executive level search
 Link company blog
 Professional headshot
 Join groups
 Min 5, be active in at least 1
 Get recommendations
 Answer questions – become an expert

24. Social Networking Sites
 Facebook
 Choose good vanity URL, can’t be changed
 Blurred lines btw personal & professional
 Post 2-3 times per week
 Use photos
 For analytics, utilize FB insight tools

25. Social Networking Sites
 Facebook fan page
 Insert strategy here
 Items like create a group, encourage interaction, create
content
 Also, participate in others groups. List possible FB
groups.
 LinkedIn
 Insert strategy here
 Items like create a group, encourage interaction, create
content
 Also, participate in Q&A, other groups, etc
 Key Metrics:
 Referrals from social networks
 Building Friends on Social Networks

26. Video

27. Video
 Youtube – largest video sharing site
 When setting up account try to use professional
name
 Three categories: educate, inform or entertain
 Videos should be somewhat professional and
somewhat lax
 Participate in the community
 Analytics
 Vimeo
 Can be closed and password protected

28. Video
 Online VideoX hours daily/weekly/monthly
 Short term objectives:
 Update videos on social video sites and link to core
site
 Youtube
 Create video series for Youtube
 Create Youtube channel
 Vimeo
 Facebook
 Key Metrics:
 Referrals from social video sites
 Views of videos on social sites
 Pages ranking on key terms from Youtube

29. Photosharing

30. Photo Sharing
 Pinterest
 Instagram
 Flickr
 When setting up account try to use professional
name
 Engage customers
 Have them post photos
 Run contests
 Show your product or service to potential customers
 Increase traffic to your website, Facebook page,
blog or Twitter account

31. Photo Sharing
 Photo sharing hours daily/weekly/monthly
 Short term objectives:
 Encourage employees to share any interesting and marketing relevant photos from
social marketing or sales events
 Take pictures of any relevant marketing events
 Utilize photo sharing sites to share images with links back to blog and core site
 Flickr
 Pinterest Boards
 http://mashable.com/2012/02/27/pinterest-
marketing/?utm_source=feedburner&utm_medium=feed&utm_campaign=Feed%3A+Masha
ble+%28Mashable%29&utm_content=Google+Reader
 http://mashable.com/2012/02/25/pinterest-user-demographics/
 http://pinterest.com/kendraramirez/companies-using-pinterest/
 Facebook Photo Gallery
 Our blog
 Key Metrics:
 Referrals from photo sharing sites
 Views of photos on social sites
 Pages ranking on key terms from photo sharing sites

32. Analytics

33. Monitoring & Analytics
 www.googleanalytics.com
 www.googlealerts.com
 50 analytics tools: http://bit.ly/18xpkRy
 Create your own analytics tool
 Provided you with a start within each slide

34. Tips
The Circular Model of SoMe for
Social Communication
Be real, be you
Don’t sell
Don’t abuse the “invitation” to
the party

35. Thank You!
 Questions?
 www.ginaluttrellphd.com
 @ginaluttrell