3. What we can and can’t cover today
• We going to discuss where to start, what
platforms you should, and what kind of
information you should share on each
platform.
• We won’t have time to go into how to sign up
for accounts, how to post, etc.
#lern13 @suzannekart @klynchmorin
4. If you need help with how to sign up
for social media accounts, etc…
• All the platforms have tutorials and how-to
guides
• Try Google
• Try YouTube
#lern13 @suzannekart @klynchmorin
5. One more thing to remember…
• Most social media sites follow the same
format to register
#lern13 @suzannekart @klynchmorin
6. Lessons from Babcia
1. Never deny a hungry
person food.
2. Always rinse the meat
you get from the
butcher
3. Do the best you can
with the technology
you have
#lern13 @suzannekart @klynchmorin
8. How this applies to social media
• So maybe only Facebook makes sense to you
right now. Do that.
• Don’t try to do too much if you’re not ready.
• But don’t not do anything, because you’re
overwhelmed.
#lern13 @suzannekart @klynchmorin
9. The goal of social media
• Engage our key constituents in a two-way
conversation.
• Make them feel connected to our
organizations so they want to continued the
relationship.
#lern13 @suzannekart @klynchmorin
10. It also helps with Search Engine
Optimization (SEO)
• People online are confused. If they have a question
that we have the answer to, we want them to find us.
• All search engines use social media signals (how
current your content is, the frequency to which you get
linked to) in their ranking processes
• 78% of Internet users do product research online*
• 89% of Americans search the Internet before making a
purchase*
• When they search for eMarketing for lifelong learning, I
want them to find LERN.
#lern13 @suzannekart @klynchmorin
* Inbound 2012, Gary
Vaynerchuck
12. The first rule of social media marketing
• It’s the same as the first rule of marketing –
know your audience.
• Therefore, all the platforms I discuss today
may not be appropriate for your program,
depending on who is your audience.
#lern13 @suzannekart @klynchmorin
13. What platforms should we focus on?
• Top 3 most used social media sites are
Facebook, Twitter, and Pinterest*
• The sheer number of people who interact with
these sites make them a marketing force that
cannot be ignored.
• Two other networks that are a must are
LinkedIn and YouTube.
#lern13 @suzannekart @klynchmorin
*Direct Marketing News,
April 6, 2012
15. In fact my 85-year-old father in-law is
on Facebook
Except he
calls it “The
Facemail”
#lern13 @suzannekart @klynchmorin
16. Two ways to post to Facebook
• As an individual account
– People agree to be your “friend” and you share
information back and forth
• As a fan page
– You set up a page for your organization that
people can “like.”
– Those people will then receive updates from your
fan page when you post there, but you will not
see their information like a friend would.
#lern13 @suzannekart @klynchmorin
18. How to get people to “like” you
• Offer relevant content often
– Links
– Pictures
– Videos
– Information that is fun and interesting so that
when someone one comes to your page they
know you’re offering great content.
#lern13 @suzannekart @klynchmorin
20. Some fun things we shared this year to
promote the conference
• Memes!
– Those funny pictures we all love to “share” on
Facebook and other social media sites.
#lern13 @suzannekart @klynchmorin
27. Other ways to get people to “like” you
• Put a “like” button on your website
• Ask questions
• Use polls
• Publish in the early morning (stories published in the early
morning or just before bed have higher engagement)
• Let fans post to your page
• Comment on your fans post (even something as simple as
“Thanks for sharing” tells fans your paying attention to
them.)
• Create a contest
• Offer exclusive discounts
#lern13 @suzannekart @klynchmorin
28. Twitter
• Twitter is a form of micro blogging. People –
or programs – sign up and are able to follow
the posts of other users.
• Users post updates that are 140 characters
(Which comes to about 2-3 sentences).
#lern13 @suzannekart @klynchmorin
29. Twitter is a broadcast medium with a
reply function
• People can use Twitter just to update friends
about their day – or Twitter can be used to
send business, political or other information
to people who want to hear from you.
• You can’t just push your sales message,
because your followers will stop following you.
You can tweet sales messages, as long as you
tweet other information, too – information
that’s of interest to your followers.
#lern13 @suzannekart @klynchmorin
30. Here are some ideas for using Twitter:
• Articles
• Retweets
• Announcements
• Information about people involved in your
program
• Tweets about new blog posts
#lern13 @suzannekart @klynchmorin
32. Pinterest
• The hottest new social networking site is
Pinterest.
• It made big news earlier this year when it
increased its unique visitors by 155% in just
one month, from December 2011 to January
2012.
#lern13 @suzannekart @klynchmorin
34. What exactly is Pinterest?
• Pinterest is a new form of social networking,
too. It allows users to “pin” images or video to
boards that they set up.
• The boards have a common theme.
• It also allows users to comment on other
user’s pins and repost them.
#lern13 @suzannekart @klynchmorin
35. Who’s on Pinterest?
• Users are Pinterest are predominantly female
(68%) and the majority are age 54 and
younger (89%).
• The growth of Pinterest means that it’s going
to be a powerful force for marketers – if it’s
used correctly.
#lern13 @suzannekart @klynchmorin
36. Here are some tips for getting started
on the right track:
• Use strong visual content. Whatever you are
trying to promote needs to be linked through
an engaging visual that others will want to re-
pin and share with their connections.
#lern13 @suzannekart @klynchmorin
37. Infographics and charts get results.
• We’re seeing more and more social media
users share infographics in lieu of just data.
Pinterest is the perfect place to get out the
visual interpretations of your data.
#lern13 @suzannekart @klynchmorin
38. Promote your catalog
• Promote your catalog by sharing a screenshot
of the cover. Reusing the visual not only
creates a consistent message, it also reinforces
in the mind of your customers the images
associated with your program.
#lern13 @suzannekart @klynchmorin
39. Promote your blog posts
• Promote your blog posts. Every blog post you
create should have an eye-popping visual to
accompany it. You can post that visual to
Pinterest and it links back to your blog.
#lern13 @suzannekart @klynchmorin
40. Put a “Pin-it” button on your website
• Put a “Pin-It” button on your website. Most
websites already have buttons for social
media sites like Facebook, Twitter, and
LinkedIn – and now is the time to add one for
Pinterest.
#lern13 @suzannekart @klynchmorin
42. LinkedIn
• LinkedIn is a business-oriented social
networking site that is used by millions of
professionals.
• It’s not only a place to post a job or a resume,
but also to start discussions, join groups of
people who are interested in a specific topic,
and share information.
#lern13 @suzannekart @klynchmorin
43. Other ways you can use LinkedIn
• To promote your blog.
• To stream your Twitter feed.
• Update the status of your recent work.
• Research prospects – or even potential
employees.
• Share articles with your connections.
#lern13 @suzannekart @klynchmorin
44. Here’s what a LinkedIn news feed looks like
#lern13 @suzannekart @klynchmorin
46. YouTube
• More than 75% of American adults watch videos on
YouTube. According to the YouTube website, their
traffic is as follows:
– Over 800 million unique users visit YouTube each month
– Over 3 billion hours of video are watched each month on
YouTube
– 72 hours of video are uploaded to YouTube every minute
– 70% of YouTube traffic comes from outside the US
– YouTube is localized in 43 countries and across 60
languages
– In 2011, YouTube had more than 1 trillion views or around
140 views for every person on Earth
#lern13 @suzannekart @klynchmorin
47. A credible search engine
• YouTube is now also a credible search engine
where people are both searching for and
uploading content.
• As a marketing tool, it’s a great format to
highlight case studies as well as showing your
audience the kind of products and services
you’re offering.
#lern13 @suzannekart @klynchmorin
48. Content
• There are many types of content that can be
shared on YouTube including:
– Webinars
– Invitations to events (think movie trailers for your
event)
– Clips of your presenters and instructors
#lern13 @suzannekart @klynchmorin
50. It’s also where the kids are …
• Meet Isabela Kart
• She prefers YouTube to
TV
• She has taught herself
video production first
by watching YouTube
tutorials, then by
uploading her own
videos to her own
YouTube channel.
#lern13 @suzannekart @klynchmorin
52. The marketing implications of Isabela’s
YouTube usage
• People born into the information age use the
Internet to seek out information, to figure out
how to do things, and to interact.
• Isabela may be 11, but in 10 years she’ll be 21.
She’s already a lifelong learner, so if she’s not
in your target audience now (i.e. Kids College),
she will be in 10 years.
• And she’s very typical for a girl her age.
#lern13 @suzannekart @klynchmorin
53. One more thing to learn from Isabela
• As adults, we often fear sharing content
because we grew up in a world where:
– Using other people’s content was called
plagiarizing.
– We could be accused of cheating on term papers
for simply not citing a reference correctly.
– There was no Internet for us to publish our own
work on.
#lern13 @suzannekart @klynchmorin
54. One of the most frequent questions I
get on social media is will I get in
trouble for sharing content online.
• I’m going to allow Isabela to answer this one
#lern13 @suzannekart @klynchmorin
55. The lessons we learn from Isabela
• Credit the creator
of the content
• Link to the
original source
when you can
• Maroon 5 is the
best band ever.
#lern13 @suzannekart @klynchmorin
56. I also noticed there was a family
resemblance
#lern13 @suzannekart @klynchmorin
Look at those cheeks!
