This document provides an overview of a social media marketing training for local businesses. The training covers why social media is important for small businesses, how to use it to benefit a business community, and examples of how one county is successfully using social media. It then reviews major social media platforms, best practices for beginners, and tips for experienced users. Breakout groups discuss beginner tips and intermediate/advanced strategies and questions. The training aims to help businesses effectively use social media for marketing.

1. Social Media Marketing
Training
For YOUR Business and YOUR Area’s
Business Community
March 13, 2013

2. GOOD MORNING!
Anne Marie Angel

3. • Social Media in 2013
– Why is it important for small business marketing?
– How to use it to benefit your area’s business community
– How Duplin County Tourism is doing it right!
• Social Media Platforms – an Overview
• 15 minutes for Refreshments
• Your Social Media Learning Needs
• Break Out Groups
– Best Practices & Tips for Beginners
– Strategy & Tactics for Experienced Folks
.

4. Why is Social Media important for businesses?
It has become a way of life –
not a trend or fad.

5. Why is Social Media important for businesses?
FREEDOM
SMART
PHONE
A CAR

6. Social Media is #1 Channel – PEOPLE are the new media
• On-line reviews – a powerful way
that people influence purchase
decisions (social engagement.)
• Good content - will encourage
people to “like” your page and
engage with your business.
• Good content – becomes
“personal” and is worth sharing
with friends.
• Good content – can lead to
comments and forming
“community” – on your page!
• Your FANS look for at your page for
special offers – what’s in it for
them.
KEY GOAL: Recommendations and
positive engagement on your page!

7. Duplin County’s Expanded Brand Identity
Old logo New logo
“Uncork. Unwind. Unplug.”
• Promote the entire area and it’s attractions and hospitality,
including being known for its great wineries.
• Promote the area – rest & relaxation and enjoyment: all of
the attractions, B&B’s, museums, restaurants
• Highlight Special Events & Festivals
• Promote overall visitation – GREAT for business partners.
HOSPITALITY SPECIALISTS

8. Branded Promotional Campaign:
“Beyond the Vine.”
Fall ‘12: Campaign - Part 1
Spring ‘13: Campaign – Part 2
Proprietary & Confidential

9. Duplin County – sweepstakes promotion on Facebook
Consistent
Facebook
Cover and
Profile
Photo.
Facebook
Trivia
Contest

10. Consistent
Branding –
Promoted
across platforms
Proprietary & Confidential

11. Engaging Fans & Advertising your Page

12. Engage your FANS with
Good Content & Posts
Wallace Chamber shared Duplin
Winery’s Photo
River Landing promotes Tennis
Clinic and tags RDUTennis, LLC

13. Get NEW Fans with Facebook
Advertising
Tourism & Visitation – related
GREAT WAY to promote your small
business on-line - to get more FANS

14. And now I’m going to turn it over to Angel….
Social Media Platforms
in 2013

15. Users Time on Social
Media Sites
Source: Read, Write, Web November 2012

16. Top Social Media Platforms for Small Businesses
Facebook Pinterest
Instagram Twitter (depending on
audience)
Google+ Local, Yelp, etc. YouTube
Google + (2013)
FourSquare (venues)
LinkedIn (2013) Email and Special
Promotions

17. Facebook
• 140.3 Billion users worldwide
• 44% all Internet users on Facebook
• 60 million FB users on Mobile **
• Average age of user 23
• Recent jump in use of FB with Baby Boomers
• Top 5 Countries:
– USA, Brazil, India, Indonesia and Mexico
• Facebook Ads – Facebook’s Ultimate Goal
– www.Facebook.com/ads
• Advanced Targeting Posts coming soon to Admins
– Gender, Relationship Status, Education, etc
Source: Facebook Press Nov 2012

18. Pinterest
• 10.4 million users
• 80% of audience is female
• Average age: 25 to 34
• 12 million unique visitors mo.
• Average time on Pinterest?
• 1 Hour 17 minutes
• Over 80% of data are Repins
– 15% are from Brand Boards
– 85% are from other
• Challenge: Not want Brand to “stalk” audience
• Tip: Share and Repin
Source: Huffington Post and Wishpond Jan 2013

19. Instagram
• 100 Million Users – Jan 2013
• 40 million Photos Per Day
• 8500 Likes Per Second
• 1000 Comments Per Second
• Average age 18 to 24
• Instagram is owned by Facebook
• Images easily shared to Facebook Fan Page
• Challenge: only share pictures from mobile device
• No admin function (yet)
• Instagram.com/sitename for marketing (can’t edit)
• Use of hashtags #uncorkduplin #visitduplincounty
Source: CNET December 2012 and Instagram.com

20. Twitter
• 500 million users
• 340 million “Tweets” per day
• Average age 18 to 29
• Almost 0.05% of Twitter population
attracts 50% of users
• Female users – post updates
• Male users – post news
• Most active on Twitter? Business
• 71% Tweet produce no reaction
• Active posting with hashtags in 140 characters or less
Pew Internet, Social Media ADD and Mashable Nov 2012

21. Google+ (Local) –
• Google.com/Places is now Google+ Local
Google Places
• Make sure you have profile set up get
RECOMMENDATIONS
• Google+ is Google’s version of Facebook
• Jan 2013 – has 230 Million users (more Twitter)
• Challenging to use BUT get good Google Results when use it
• Uses + sign to “tag” friends and followers
• Google.com/Communities
• Google.com Local connected Zagat ratings
• Google owns Youtube :o)
MarketingLand January 2013

22. YouTube
• YouTube is owned by Google
• Easy to switch between Google
and Youtube
• 4 billion daily views
• An hour of video is uploaded every second
• Have “subscribers” notified they upload new video
• Largest group of subscribers are music professionals (Rihanna,
One Direction, Justin Bieber)
• YouTube videos do show up on Google searches sometimes
• Promote specific events
SocialBakers – Nov 2012

23. LinkedIn
• 200 million members worldwide
• World’s largest professional
networking site
• 200 countries
• 87% trust LI as a source information
• Using 6 degrees of separation
• Increase connections
• Released company pages (2012)
• Average income $105k
• Premium Account – more exposure
• Endorsements (1 click) and Recommendations

24. Social Media Marketing in 2013
• Many platforms – the right ones for your needs is important.

25. Top Social Media Trends 2013
• Mobile – 60% access online media via mobile and iPad
• Content is King (SEO is not about loading keywords anymore)
• Google+
– Google Communities
– Consider Time and Effort – may be a good solution
• Pictures, Pictures, Pictures
• Instagram – over 100 million users
• Facebook and Google compete for search
– Facebook Graph Search (beta)
– Google Organic Search
• LinkedIn (for higher level positions)

26. Email Marketing and
Special Promotions
• People respond to email marketing that is engaging
• Don’t want to send too often (maybe 1 or 2x a month)
• Include call to action (maybe coupon)
• Use images
• NOTE: name your images well because many are viewing
email marketing on phone and images may not download
quickly
• Include links back to your website
• Good for specific events or contests
• Mailchimp, Constant Contact are very popular

27. Time for Refreshments!
Group 1: Top 10 Social Media Tips – Anne Marie
Group 2: Intermediate & Advanced
General Questions - Angel

28. Best Practices & Tips for Newbies

29. Consistent Branding
• Consistent use of images across all platforms
• Visual Branding/Taglines - consistent to website
• Call to Action - the same on each platform (i.e. phone,
contact form, etc.)
• Example: Duplin County “ Beyond the Vine”

30. Images & Photos on Social Media
A Picture is Worth 1000 Words
• Instagram - VERY popular
• Use your own images if possible
• Use copyright free sources (give credit
as needed)
• Fotolia.com
• Istockphoto.com
• Create Memes and other fun images

31. Good Social Media Posts
GREAT
image
Call to
Action

32. Good Social Media Posts
• Tag (using @ symbol)
• Use less than 80 characters
Call to action:
“Click here”
“Please share”
“Join us”

33. Good Social Media Posts
Ask a Question
Including Website in
Post
Branded
Photography
Website on
Image

34. Best Day & Time to Post

35. Hashtags – What are they?
#uncorkduplin
# #visitduplincounty
#DuplinWinery
#supportlocal

36. Mobile – Why is it important?
**Ten Top Social Media Trends in 2013 –
from Edelman Digital

37. QR Codes – What are they?
Trackability
www.qrstuff.com

38. Sharing Posts & Content
Sharing is Caring
• Implied Endorsement
Accomplishments
Awards
New Director
• Tip: Have a “Priority
Business Partner” List
• Tip: Keep a calendar of
area events close by to
reference

39. Engage. Engage. Engage
• “Thank you”, “Awesome”, Emoticons, etc.
• Check your Fan Page at least 2 to 3 times per day for comments,
spam, discussions, etc.
Emoticon
Where to find emoticons?

40. Sanity for Email Notifications
You will receive LOTS of
Notifications
• Likes a post
• Comments on a post
• Tags you in a post
• Invites you to a Group
• Comments in a Group
• Adds a picture of your business
• When everyone comments on a picture

41. Social Media – Time Management
Social media CAN be a huge time
waster or a great tool.
• Social Media Posts – set a time to do this
• Have pre-scheduled posts on Facebook
• Do “live engagement” posts
• Share some of your partners' posts on your
page.
• Use a timer and get OFF Facebook after x
minutes.
• Do business on business time / personal on
personal (STAY on business page -
notifications)

42. Social Media – Time Management
How to pre-schedule a post
2
1
3 4

43. Social Media Reporting
Facebook.com/Insights
• What is working?
• What is not working?
• What could be better?
• See most popular post
• See highest level
engagement
• What did they respond to?
Image
Quote
Comment
Fill in the blank
• Review weekly/monthly

44. THANK YOU!
Many ways to work with Front Row Communications:
• Personal One-on-One Social Media Training
• Monthly Check In & Coaching Services
• Social Media Strategy & Analytics Support Services
• Day to Day Management of Social Media Platforms