2012
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� Defini*on of Social Media � Why Use it? � Social Media Plan � We’ll cover
• Facebook • TwiCer • LinkedIn • Pinterest • Blogs • YouTube
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Topics
Defini*on � Social media is primarily web and mobile-‐based tools for sharing and discussing informa*on among human beings.
� We’ll cover Facebook, TwiCer, LinkedIn, Pinterest, Blogs and YouTube.
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Why use it?
It’s the new SEO � Social Media Op*miza*on (SMO) is the new SEO, or rather two halves of a whole.
� SMO is the distribu*on of social objects (videos, blog posts, tweets, Facebook updates) so that they’re op*mized to rise to the top of any related search query, where and when it is performed.
� We will cover op*miza*on – page *tles, descrip*ons and tags.
� SEO + SMO = Amplified findability in the tradi*onal and social web.
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It’s Huge � Facebook: 1,000,000,000 ac*ve users � TwiCer: 175,000,000 ac*ve users � LinkedIn: 150,000,000 registered users � Pinterest: 8,000,000 ac*ve users � Blogs: 346,000,000 people read blogs every day � YouTube: 800,000,000 unique visitors last month
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It’s Effec*ve
It’s Growing � Social media adop*on among U.S. small businesses doubled in the past year from 12% to 24% � 61% of small business owners use social media to iden*fy and aCract new customers.
� 75% surveyed have a company page on a social networking site.
� 45% expect social media to be profitable in the next 12 months.
According to survey conducted by University of Maryland's Smith School of Business with Network Solu>ons
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It’s Real-‐Time � Reveal the human side of a company, give it personality � Provide useful informa*on that people won’t get elsewhere (or at least not as quickly)
� Respond to comments, complaints, requests real-‐*me � Have a plagorm for announcing news, promo*ons, events
� Generate new business leads
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What’s the ROI? � Tapping into the latest research, Imbue Marke*ng has taken a closer look at the value of social following
� Results published March, 2012
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Gehng Started -‐ Social Media Plan � Define the goals for social media
� increasing sales, brand awareness / engagement or simply more people who “like” or “follow” your business
� Create your plan – align with marke*ng calendar � Iden*fy the most important keywords for your business. Use these consistently in all posts, tweets, updates.
� Set-‐up your profiles and pages and start pos*ng � Ensure you have a consistent design/branding across all plagorms
� Measure and adjust – traffic, comments, leads, etc.
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Facebook � Founded in 2004, but since 2006 open to anyone over age 13 with an email address
� Originally for personal connec*ons, but now brands in the game too
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Why Use Facebook � Increase visibility � Connect with customers � Increase engagement � Promote your brand � Create a community � Promote and manage events � Give back to loyal customers through special offers and discounts
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How to build up your fan base? � Hold contests/sweepstakes/giveaways/refer-‐a-‐friend � Put a link to your Facebook page on your website � Include Facebook link on all materials that reach target market (business card, emails, flyers, etc.)
� Leverage your email list � Build community/engagement and it will grow organically � Join relevant groups � Run Facebook Ads
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Facebook -‐ Gehng Started
Facebook -‐ Gehng Started
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TwiCer � Microblogging site that enables users to send and read other users’ updates (known as tweets)
� Text based posts � 160 characters total � 20 for username, 140 for message text
� Updates appear on the user’s profile page and are delivered to other users who have signed up to receive them (followers)
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TwiCer � An informa*onal tool – provides informa*on to others � A conversa*onal tool – respond to other people’s tweets and engage in dialogue
� Great way to network and communicate with new and old contacts
� You choose the message, not the recipient
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TwiCer -‐ Defini*ons � Tweet -‐ When you hit send on your 140 characters on twiCer it’s called a tweet or twee*ng � Handle – your TwiCer name @GibbonsDigital – balance short with descrip*ve. � Follow – this is simply the act of adding someone to your list of people you are following – this
makes their tweets show up on your homepage. � Replies – this is what it is called when someone writes a tweet directly at your handle -‐
@GibbonsDigital cool post today blah blah – this is oqen an invite to engage with a follower. � Retweet – this is a tac*c of republishing someone else’s tweet – the original tweet along with
author stays in tact, but you are basically showing someone’s tweet to your followers – many people find this a great way to add content and acknowledge good stuff from the folks they follow
� DM – this is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages and generally a good choice when you start going back and forth with someone on something your en*re base of followers might not find interes*ng.
� Hashtag – this is a way people categorize tweets so that others might use the same tag and effec*vely create a way for people to view related tweets – it will something like #marke*ng – more on this in search.
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Anatomy of a Tweet
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TwiCer -‐ Gehng Started � www.twiCer.com � Set-‐up profile � Add branding (logo, custom page) � Search for relevant people, follow them � Start twee*ng � Tweet 7 – 10 *mes per day for maximum visibility
� Retweet, tweet about products, tweet relevant news ar*cles
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How to build up number of followers � Tools that will automa*cally follow TwiCer users -‐ Tweetspinner, TwiCer Adder. Most people you follow will follow you back.
� Add TwiCer link to your website homepage � Include TwiCer icon on ALL materials that reach your target market
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LinkedIn � The world’s largest professional network with over 175 million registered members and growing rapidly.
� Connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportuni*es with a broader network of professionals.
� hCp://www.youtube.com/watch?v=ZVlUwwgOfKw
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Groups � Quickly discover the most popular discussions in your professional groups.
� Have an ac*ve part in determining the top discussions by liking and commen*ng.
� Follow the most influen*al people in your groups by checking the Top Influencers board or clicking their profile image to see all their group ac*vity.
� See both member-‐generated discussions and news in one sehng. � Easily browse previews of the last three comments in a discussion. � Find interes*ng discussions by seeing who liked a discussion and how many people commented.
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Groups � Click on Groups Directory, search for your industry or a career keyword,
and find a group that fits your interest. � Once you’ve been accepted to the group you can share relevant content by
star*ng a discussion or pos*ng a link in the share box. � Sharing consistently is a good way to quickly iden*fy yourself as an expert
in your field or industry. � Click on your photo to see your updates as well as what’s changed in the
discussions you’ve started, joined or followed. � Good way to keep track of discussions most important to you and your
career. � Aqer sharing, check out the newest discussions in the slide show below,
and cast your vote by liking or commen*ng. � Under each discussion you’ll see the last 3 members who have
commented, click on the headline to see all comments.
Company Pages � Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuni*es, and job openings.
� Also perfect place to start conversa*on with your customers, prospec*ve clients, job seekers, post company updates.
� Post industry ar*cles and fun facts. � These updates appear on your company page and also the pages of your followers.
� Have followers Like your post so it goes viral. � Analy*cs pages to see ac*vity on the page.
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What is it? � Pinterest is a “virtual pinboard” that lets people share anything and any topic on the web that they find interes*ng and beau*ful – e.g., pictures, quotes, recipes, etc.
� Conceptually similar to social bookmarking sites. � Content is organized in “Boards” and organized in categories.
� Each piece of content is called a “Pin”
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Examples of Pins
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Pinterest is one of the largest social media networks on the web. The network saw +4377% growth between May 2011 and May 2012.
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53 Mashable, 2012
Gehng Started
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Add Pinterest Icon to your website
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hCp://pinterest.com/about/goodies/
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Strategies for Pinning � Build your brand out, share interes*ng and relevant content, create engagement
� Add products with prices to drive awareness � Service businesses can create pos*ngs with infographics that contains useful informa*on or a graphic with a quote
� Post videos (hosted on YouTube) � Add links to your pins’ descrip*ons giving your business the benefit of your links carrying over with your pins when users re-‐pin them
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hCp://woobox.com/pinterest 59
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Blogs � Blog = ‘web log’ � An online diary or journal � Anybody can be a content generator and an expert in their field
� Can be setup within minutes online using WordPress
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Blog Content � Answer industry ques*ons � Comment on industry news � Provide how-‐to based content � Encourage readers to comment � Post consistently – 3 to 5 *mes per week
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Blogs – Gehng Started � Install WordPress � Design – use Theme or designer for custom look � Configure content categories � Develop library of content � Post on a scheduled basis – 3 to 5 *mes per week
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YouTube � YouTube is a video sharing website on which users can upload and share videos
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Why use YouTube � Powerful, on-‐demand communica*on channel � Market your business to millions of people at virtually no cost
� Build more personal rela*onships with your current client base
� Inform, Educate, Entertain � Good content, plan ahead, don’t blatantly market, keep it short
� Curate exis*ng videos if you don’t have your own
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YouTube -‐ Gehng Started � www.youtube.com � Set-‐up account, link to Google account � Customize your channel (logo, colors, etc.) � Post your own videos – short, 1-‐2 minutes only � Subscribe to other channels � Share videos
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YouTube -‐ Examples � hCp://www.youtube.com/watch?v=_PHnRIn74Ag&feature=player_embedded
� hCp://www.youtube.com/watch?v=eTog_wApYMc � hCp://www.youtube.com/watch?v=u9prcUCHlqM
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Demographics
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Demographics -‐ Facebook � 86% of Facebook users are age 25 and older � 81% have some college educa*on or bachelors/graduate degree
� 58% earn $50,000 or more
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Demographics -‐ TwiCer � 81% of people on TwiCer are age 25 and older � 83% have some college educa*on or bachelors/graduate degree
� 47% earn $50,000 or more
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Demographics -‐ LinkedIn � 96% of people on LinkedIn are age 25 and older � 87% have some college educa*on or bachelors/graduate degree
� 71% earn $50,000 or more
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Thank You! Bridget Gibbons
[email protected] Gibbonsdigital.com @gibbonsdigital
}.com/gibbonsdigital
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