Where is your profile - MATI workshop 2015

@shari_pw
Who Am I?
 Digital Marketing
Consultant – loves
getting hands on with
startups
 I love baking! It’s
therapy. I dislike
doing dishes and am
forever looking for
the perfect bag…

@shari_pw
5 Reasons
1.Business Opportunity
2.Brand Building
3.Marketing
4.Knowing your customer
5.Measurability

@shari_pw
Twitter, LinkedIn, Facebook,
Instagram, and Pinterest— each of
these social media platforms might
as well have different audiences
with different expectations.

@shari_pw
 Who are they?
 How old are they?
 What do they like?
 What don’t they like?
 What do they need – solve their problem
 Where do they spend their money?
 Where do they hang out (online and offline)?
People
My Name Is And I Am….

@shari_pw
What Does Your Business Need?
 Bring users into your website
/blog/listing
 Credibility - Visibility
 Build brand awareness on
the web
 Stay connected to your
audience
 Customer service
 Bottom line:
Increase your company sales

@shari_pw
Multi Channel
Rent and Own
Technology

@shari_pw
You are Not Required to Be on
Every Platform Out There!

@shari_pw
Where to “Profile”
 A personal website - Your Own Place on the Web
 LinkedIn - Your Experience and Endorsements
Online
 Instagram – Visualize your brand
 Pinterest – Drives targeted traffic to your
website
 Google+ - Conquering Search and Social at the
Same Time
 Twitter - Making Waves in 140 Characters or Less
 Facebook - Keep it family rated

@shari_pw
Own Your Real Estate
 Website: This is your most
important digital channel
and the place where your
online clients will learn
the most about you.
 Easy to understand
content needs to be
updated regularly with
the whole site mobile
optimized too, meaning it
can be viewed on any
device.

@shari_pw
Basics
 Website description – clear
 Landing pages should have one clear idea and a
call to action
 Testimonials – Media references
 Amazing images – Strong Copy!
 Important information above the fold
 Responsiveness
 SEO – titles, meta description, headings, image
alts

@shari_pw
Make it Easy
 Bulleted Lists
 Short Paragraphs
 Subheadings
 Numbers & symbols (see what I did there?)
 Bolded Words
 (Things in parenthesis, even unnecessary
things)
 Periods. In. Random. Places.

@shari_pw
Content Marketing
 Create a blog. Write about a specific area
 Don’t post about yourself but about what you
have learned
 Quality over Quantity
 Post regularly – pick a schedule
 Create guides, mini books – it pays off!
 Reuse your content on other platforms – blogs to
SlideShare or YouTube
 Create a mailing list for people who read your
blog

@shari_pw
“Social is how customers hear
about you,
search is how they find you,
and content is how they qualify
you.”

@shari_pw
Really – How?
RESEARCH LISTEN FOLLOW GO
 Research – which social media
platforms will work for you
(Facebook – LinkedIn – Twitter –
Pinterest- Website – Blog- App).
 Research, Listen and understand
(listen to what your target is
saying about your business,
understand who's talking about
you and who is not.
 Follow people of common
interests – start a discussion –
share content that your target
audience will find useful hit them
in the gut with emotion.
 Go!

@shari_pw
 53% of people on Twitter
recommend products in
their Tweets
 90% of people trust online
recommendations from
people they know
 Don’t make assumptions on
what the client wants
 Know your competition
 Scale
 MEASURE

@shari_pw
Research
 GREAT TOOLS
 Google Analytics
 Google Adwords Keyword planner
 Google alerts
 Social Mention
 Twtrland (Klear)

@shari_pw
Which Social Network Drives the Most
Traffic?

@shari_pw
Where is your Blog?
 B2C companies that blog generate 88% more
leads per month than those who do not!
(source: Hubspot)

@shari_pw
Twitter
 42% of companies have acquired a customer via Twitter”
 Twitter is not a technology, it’s a conversation and it’s happening with or without
you!
 Use your real estate – cover image, bio, short description, call to action, links,
custom background
 Include keywords in your bio (a word that reflects your business)
 160 Characters

@shari_pw
Facebook
 Who do you want to talk to?
 Who is your target market
 Where do they live
 How old are they
 Family status
 Hobbies
 Industry
 Financial status

@shari_pw
Facebook
 Get found!
 Connect and engage
 Create Engaging CONTENT
 Create a community
 Promote
 Customer service
 Be interactive, fun and helpful,
give tips, advice that are related
to your product or service
 Give! Perks – fans love perks!
 Industry News – keep everyone
updated about the niche
 Measure!

@shari_pw
Facebook - Prepare a budget
 Ads! It’s the way to go if you want
your FB Page to show up on the
news feed!
 Different types of ads:
 Likes
 Engagement
 Events and RSVP
 Landing pages

@shari_pw
Talk to People
 Join groups and communities
 Search for influencers
 Search Hashtags

@shari_pw
Google +
 It isn’t just another network – it’s Google!
 Communities
 Search Results
 In many industries (e.g. technology, traveling, business,
marketing), it’s definitely worth investing your time in
building up your Google Plus account.
 It is a valuable connection and reputation building
platform. Google Plus, like any other platform can bring
in valuable business relationships, citations, traffic,
brand exposure etc.

@shari_pw
Instagram
 Design Images to
Grab Attention
Lighting and filters
++++
 Tell a Story
 Add Relevant
Hashtags
 Use a Call to Action
https://instagram.com/p/39OA7ew0Ya/?taken-by=petitgateau1

@shari_pw
Let’s Build Your Profile
 Consistency is a key part of recognition and
success. Use your company’s traditional logo
or a variation of its design for each of your
social profile pictures to maintain online brand
recognition.
 Choose your fonts and colors carefully!

@shari_pw
IMAGES
Up to 90% of information transmitted to the brain is visual,
so it’s no surprise that people respond well to great design.
 Source: Social Media Examiner.

@shari_pw
Let’s Build Your Profile

@shari_pw
Where is your Branding Book?

@shari_pw
Use Canva.com
You can thank me later…. You’re
welcome!

@shari_pw
Writing a Profile
 Keywords
 While this could actually be folded into the previous point, its importance warrants one all of its
own. Keywords are the key to maximizing your bio through SEO, or search engine optimization.
Good keywords means more people will find your bio.
 Length
 Not all social media bios provide you with the same amount of space. As such, creating bios in
different lengths will ensure that you have each site covered effectively.
 Check…and Recheck!
 Nothing screams unprofessional more than a misspelled word or incorrect punctuation, in terms of
the business world. As a result, never post your bio until you have had the chance too look it over
and make sure there are no mistakes. As stated previously, given how many people are vying for the
same business, you really do only have that one shot to make a good first impression.
 A killer social media bio is an excellent way to get your foot in the door in today’s connected
business world. Have a suggestion on how to write an even better social media bio? Let us know in
the Comments section below!
 - See more at: http://growingsocialmedia.com/write-killer-bio-social-media-
profiles/#sthash.IN3DPUld.dpuf

@shari_pw
Take Away
Twitter
 Build Relationships
 Listen for comments about
you
 Respond to comments
 Ask questions
 Post links to things people
would find interesting
 ReTweet messages
 use it for Customer service
 Don’t Spam
Facebook
 Give it away!
 Don’t automate everything!
 Use images and video
 Check your insights often


@shari_pw
Blog
Objectives
• Increase brand awareness
• Increase thought leadership throughout your
industry
• Encourage comments and engagement
• Lead generation through blog subscription
• External linking
Action Items
√√ Choose managing editor to own the blog
√√ Choose a blogging platform
√√ Create an internal blog evangelist program to
get
employees to contribute
√√ Decide on a weekly cadence
√√ Recruit guest bloggers
√√ Add social sharing icons
√√ Add a Tweet This button
√√ Promote each blog on social channels
BLOG
Key Metrics
• X number of posts
• X number of bloggers
• X number of social shares
• Audience growth—unique and return visitors
• Conversions
• Subscriber growth
• Inbound links
• Directory listings for infographics
• SEO improvement

@shari_pw
Twitter
Objectives
• Brand awareness and engagement
• Lead generation or customer
acquisition
• Share a mix of relevant links, blog
posts, and engaging content
• Segment influencers and create lists
• Communicate issues from social media
to support team and
ensure follow-up
• Listen and respond to relevant
conversations
• Build reputation
Action Items
√√ Utilize promoted tweets and pinned
tweets
√√ Set up Twitter Lead Generation cards
Key Metrics
• Followers
• Mentions
• Retweets
• Number of lists
• Hashtag usage
• Influence of Twitter followers
• Lead generation or
customer acquisition
• Referring traffic
• Favorited tweets

@shari_pw
Google - Pinterest
GOOGLE+
Objectives
• Lead generation or customer acquisition
• Share a mix of relevant links, blog posts, and
engaging content
Action Items
√√ Optimize for SEO and set up Google
√√ Create and promote upcoming events
√√ Utilize Google+ hangouts
Key Metrics
• Google+ circle adds/follows
• Google+ mentions
• Google +1
PINTEREST
Objectives
• Lead generation or customer acquisition
• Share a mix of relevant imagery—both brand-
related and fun
Action Items
√√ Create boards leveraging both content and
company culture
√√ Follow other businesses, thought leaders,
customers, and partners
Key Metrics
• Pins
• Repins
• Followers
• Purchases from pin

@shari_pw
YOUTUBE, VIMEO, VINE, INSTAGRAM
VIDEO, LIVE STREAMING (MEERKAT)
Objectives
• Viral sharing
• Showcase company culture
• Post product videos and demos
• Create a video series to share
Action Items
√√ Determine ownership of video execution
√√ Choose a production agency
√√ Determine distribution channels
√√ Create social strategy for promotion
√√ Get customers, partners, and influencers involved in video creation
Key Metrics
• Views
• Shares
• Referral traffic
• Pages ranking on key terms from YouTube

@shari_pw
Let’s Review
 Start with Business
 Define your Business
 Set your goal
 Who are your customers
 Marketing and messaging
Social Media
 Find your Audience and Listen
 Who are your influencers
 Create a content strategy
 Implementation
 Measure and Improve

@shari_pw
Resources and Thanks
 http://distributedmarketing.org
 http://www.marveo.com
 http://blog.hubspot.com/
 http://pandodaily.com/2012/12/25/the-best-online-ads-of-2012-werent-ads/
 www.dove.com
 www.nike.com
 http://growingsocialmedia.com/

@shari_pw
You Can Find Me Here:
 www.Shar-i.com
 About.me/ShariWrightPilo
 Twitter: shari_pw
 Facebook/shariwrightpilo
 Pinterest: https://www.pinterest.com/shariwright/
 LinkedIn: il.linkedin.com/in/shariwrightpilo/
 Email: sharipilo@gmail.com

Where is your profile - MATI workshop 2015

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