Social media ado

2
 Why Use it?
 We’ll cover
• Facebook
• Twitter
• LinkedIn
• YouTube
• Pinterest
• Google+
• Instagram
• Blogs
Social Media

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It’s the new SEO
 Social Media Optimization (SMO) is the new SEO, or
rather two halves of a whole.
 SMO is the distribution of social objects (videos, blog
posts, tweets, Facebook updates) so that they’re
optimized to rise to the top of any related search
query, where and when it is performed.
 Social media is included in Google’s algorithm for
search engine results: Facebook and Google+ key
 SEO + SMO = Amplified findability in the traditional
and social web.

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It’s Huge
 Facebook: 1.15 billion active users
 Twitter: 500 million active users
 LinkedIn: 238 million users
 YouTube: 1 billion users (4 billion views per day!)
 Pinterest: 70 million users
 Google+: 300 million monthly users
 Instagram: 100 million users, 4 billion photos
 Blogs: 66 million blogs, 346 million people readers
each day

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It’s Growing
 U.S. adults who use social media sites has risen from 8%
to 72% since 2005. That’s an 800% increase. (Pew Research Center)
 Roughly 81% of SMBs are using social media, according to
a LinkedIn study released Feb 2014, and of those that use
social, 94% do so for marketing purposes.

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It’s Real-Time
 Reveal the human side of a company, give it personality
 Provide useful information that people won’t get
elsewhere (or at least not as quickly)
 Respond to comments, complaints, requests real-time
 Have a platform for announcing news, promotions, events
 Generate new business leads

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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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Engage and grow your following
 Write interesting and relevant posts will encourage
followers to engage with your posts
 Liking, commenting and sharing are important
 Facebook uses the level of engagement to determine how
many people see your posts
 Reveal the human side of your organization, give it
personality
 Provide useful information that people won’t get elsewhere
(or at least not as quickly)
 Respond to comments, complaints, requests real-time
 Have a platform for announcing news, promotions, events

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 Like complimentary businesses, clients, prospective
clients
 Hold contests/sweepstakes/giveaways/refer-a-friend
 Upload and invite your email list
 Invite your friends
 Run Facebook Ads

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 Build community and it will grow organically
 Join relevant Facebook groups
 Contact the group owners and ask if they’ll cross promote
 Post on other relevant, related FB pages

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Facebook - Getting Started
http://www.facebook.com/pages/create.php

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Twitter
 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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Twitter
 An informational tool – provides information to others
 A conversational 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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Twitter - Definitions
 Tweet - When you hit send on your 140 characters on twitter it’s called a tweet or tweeting
 Handle – your Twitter name @GibbonsDigital – balance short with descriptive.
 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 often an invite to engage with a follower.
 Retweet – this is a tactic 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 entire base of
followers might not find interesting.
 Hashtag – this is a way people categorize tweets so that others might use the same tag and
effectively create a way for people to view related tweets – it will something like #marketing –
more on this in search.

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Twitter - Getting Started
 www.twitter.com
 Set-up profile
 Add branding (logo, custom page)
 Search for relevant people, follow them
 Start tweeting
 Retweet, tweet about products, tweet relevant news
articles

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 Listen!
 Set up simple searches that allow you to hear mentions of
your company
 Twitter is a real-time opportunity to listen in on the
conversations of 200 million users
 Serve as a resource
 Provide information that helps your target audience in a
quick, easy-to-use format

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 Use your own style when engaging with others
 Provide guidelines for anyone tweeting on behalf of the
company but don’t underestimate the value of having a
“real person” online.
 Share the human side of your company and stories about
the people doing the tweeting for the business
 Seek opportunities to provide photos from events in the
community where you or your employees are doing
charitable work or even creative promotional efforts that
are fun or engaging

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 Ask relevant questions on Twitter and consumers are
happy to share opinions
 People like being asked to provide input on topics of
interest
 Thinking of offering a new product or service? Ask for
input beforehand
 Take advantage of the online community to gain feedback
and generate new ideas that will result connect with the
audience served by your business.

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 Follow people – they might follow you back
 Add Twitter link to your website homepage
 Include Twitter 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 opportunities with a
broader network of professionals.
 http://www.youtube.com/watch?v=ZVlUwwgOfKw

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Engaging on LinkedIn – Status Updates
 Share links to interesting articles, websites or video you have
found that some individuals in your network might appreciate.
Try to use words that grab the readers and encourage them to
click the link.
 Pose a question that could lead to solving a problem you have,
like: "Anyone know about…?"
 Conduct an informal poll relating to a topic that is of interest
to you, such as: "What interest rates are you seeing for lines of
credit in the current environment?"
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Engaging on LinkedIn – Status Updates
 Mention a person or a situation that might be helpful to some
of your connections, like: "I just met with John Jones from ABC
Company and found out ….”
 Talk about an event you are attending or have attended to
encourage involvement and/or questions about what you
learned there.
 Use the "Like" feature when you see a helpful update from
one of your connections. Doing this shares that update with
your entire network. This is a great way to give the writer of
the helpful update exposure to your network that he/she
wouldn't normally have.
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Groups
 Quickly discover the most popular discussions in your professional
groups.
 Have an active part in determining the top discussions by liking and
commenting.
 Follow the most influential people in your groups by checking the
Top Influencers board or clicking their profile image to see all their
group activity.
 See both member-generated discussions and news in one setting.
 Easily browse previews of the last three comments in a discussion.
 Find interesting 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
starting a discussion or posting a link in the share box.
 Sharing consistently is a good way to quickly identify 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.
 After sharing, check out the newest discussions in the slide show below,
and cast your vote by liking or commenting.
 Under each discussion you’ll see the last 3 members who have
commented, click on the headline to see all comments.

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Company Pages
 Central hub where millions of LinkedIn members can go to
keep in the loop on company news, products and services,
business opportunities, and job openings.
 Also perfect place to start conversation with your customers,
prospective clients, job seekers, post company updates.
 Post industry articles 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.
 Analytics pages to see activity on the page.
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YouTube
 YouTube is a video sharing website on which users can
upload and share videos

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Engaging with YouTube
 Powerful, on-demand communication channel
 Market your business to millions of people at virtually no
cost
 Build more personal relationships with your current client
base
 Inform, Educate, Entertain
 Good content, plan ahead, don’t blatantly market, keep it
short
 Curate existing videos if you don’t have your own

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Engaging with YouTube
 Setup a branded channel using your colors and logo
 Allows users to subscribe to your content and the option to
search just your uploaded content
 Engage With the YouTube Community
 Check out other videos, favorite appropriate videos and
make suitable YouTube “friends.”
 Use tags and categories to identify your videos
 Promote your videos elsewhere (blog, FB, etc.)
 Run contests, giveaways, have calls to action
 Keep your channel current

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YouTube - Getting 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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http://youtu.be/7zCYG-rHcxc

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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 interesting and beautiful – e.g., pictures,
quotes, recipes, etc.
 Centered around the social discovery of
objects (as opposed to friends and family)
 Content is organized in “Boards” and organized in
categories.
 Each piece of content is called a “Pin”

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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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Pinners don’t just shop, they spend
 The average social shopper (that is, a shopper who
discovers an item on the platform and clicks off site to
buy it) spends an average of $60 to $80 when coming
from Facebook
 The average social shopper spends more like $140 to
$180 when coming from Pinterest

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Engaging on Pinterest
 Build your brand out, share interesting and relevant
content, create engagement
 Add products with prices to drive awareness
 Service businesses can create postings with infographics
that contains useful information or a graphic with a quote
 Post videos (hosted on YouTube)
 Add links to your pins’ descriptions giving your business
the benefit of your links carrying over with your pins
when users re-pin them
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Engaging with Pinterest
 Run competitions where the winner is the user who pins
the best pictures or has the Pinterest board with the best
collection of pins.
 Run offers - Pin images of offers, giveaways, discounts
from your website and detail your offer in the description,
or you can create images exclusively for Pinterest where
everything about the offer is written on the image.

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Engaging with Pinterest
 So make sure you add at least one or more shareable
image to every page of your website so your readers get
to choose their favorite image to pin.
 Find the most shared images on Pinterest and get to
know who’s sharing them. You need to do this regularly to
improve your own Pinterest marketing strategy.

84
What is it?
 Google+ is a social networking that is owned and
operated by Google Inc.
 Like Facebook – personal profiles and business pages

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Why use it?
 No one loves Google more than Google. And, let’s be
honest, you want Google to love your business and the
content you produce too. If that’s not reason enough, I
don’t know what is.
 Increase your visibility and reach by offering great content
on Google Plus that people will like and want to share
 This will help with search engine optimization (SEO)

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Google+ Terms
 Profile: This is the landing page that shows your profile
picture, information you’ve provided, and the content
you’ve posted to Google Plus
 Page: Google Plus Page is created by a business or a brand.
 +1 button – Functioning like a Facebook “Like” button, the
+1 button allows users to indicate they appreciated your
content
 Circles:When getting started, you can organize those
you’re connected to in different circles. This allows you to
tailor your company’s posts to specific people who are
interested in that topic.

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Engaging with Google+
 Share lots of photos
 Think about your business – what images, charts, slides can
you share to ignite conversations
 Share fresh content, interact with fans, etc.
 Promote your Google+ page on your blog and website
 When you post a message, photo or link, ask your
subscribes to share the content with their Circles

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Google+ Page – Getting started
 https://plus.google.com/pages to create your page
 Customize your Page
 Promote your page - share some updates
 Make connections, grow your circles

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What is Instagram?
 Instagram is an online photo-sharing, video-sharing
and social networking service that enables its users to
take and share pictures and videos.
 Photos can be manipulated using different filters
 Photos can be automatically shared to other social
networks.
 People can “like” your photos and comment on them
 You can follow people and they can follow you

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Instagram is also one of the fastest growing networks on
the web, with a 500% growth in the last year.

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Instagram Stats
 150 million monthly active users
 55 million photos posted each day
 8,500 likes per second
 1,000 comments made per second
 Over 16 billion photos have been uploaded

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How to Use Instagram
 Instagram has millions of users. It has become the perfect
opportunity for brands to get quick messages and photos
to their target audiences
 Pictures provide your audience a better vision of your
company
 Really popular platform to use it for photo contests.
 Reward your followers for looking at your pictures and
reading the descriptions
 Use Instagram to take pictures of your customer/clients
and show what the experience with your brand is like

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Engaging with Instagram
 Share interesting, relevant and engaging images
 Showcase your products
 Create videos
 Use Webstagram to find trending/popular hashtags and
users
 Use appropriate hashtags
 Perform hashtag searches to find new users to follow
 Comment/like others’ photos
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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

112
Blog Content
 Answer industry questions
 Comment on industry news
 Provide how-to based content
 Encourage readers to comment
 Post consistently – 3 to 5 times per week

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Engage and grow with a Blog
 Pose Engaging Questions - At the end of a post, pose a brain-
stimulating question.
 Get readers to offer tips - It could be a problem that you’re
facing, or something your customer is facing. Make it a
contest; publicly credit the reader with the best tips on your
blog so that everyone can see.
 Start With An Engaging Opener – Your opening should engage
the reader from the word go, something that’ll ignite their
curiosity, motivate their thought process and get them
engaged. Make your opener funny, insightful, witty and
outrageous if need be.


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Engage and grow with a Blog
 Make The Content Graphically Vivid - Paint a picture with
your words, and draw people into the scene you’re
painting.
 Write in your speaking voice, as though you’re chatting
with friends.
 Provide A Conclusion – sum up the essence of your article
in a short conclusion. Your conclusion should ideally tie
up your points together and provide a short glimpse of
what the article is all about.

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Blogs – Getting Started
 Install blogging software such as Wordpress
 Design – use Theme or designer for custom look
 Configure content categories
 Develop library of content
 Post on a scheduled basis – minimum 1 time per week

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Getting Started
 Map out your strategy
 Define your business goals and objectives for social media
 Increase sales, brand awareness, engagement, drive traffic
to your website, create a community on your page
 Identify your competition and what distinguishes you
from your competition
 Define target audiences and key messages
 Define categories/topics for social media updates

120
Getting Started
 Create your plan – align with off-line marketing calendar
 Identify the most important keywords for your business.
Use these consistently in all posts, tweets, updates.
 Set-up your profiles and pages and start posting
 Ensure you have a consistent design/branding across all
platforms
 Measure and adjust – traffic, comments, leads, etc.

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Social Media Plan
 Listen to what’s already out there:
 Set-up Google Alerts for all your keywords, your
competitors, your own company name, your personal
name, etc.
 Use Social Mention to search social media for mentions of
your organization / competition
 Use Google Search and Google Blog Search to find bloggers
and other content creators in your space
 Use Muck Rack to find journalists

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Social Media Plan
 Create your Content Calendar For Posting
 Define 5-6 content categories
 Set-up a 3-month calendar
 Add your key offline events and any milestones, holidays,
etc.,
 Align with your marketing calendar
 Content should be a mix of original content/images, news
updates and curated content/images

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Social Media Plan
 Set-up Google Analytics to monitor web traffic
 Measure and adjust – traffic, comments, leads, etc.
 Set-up and use a dashboard (Hootsuite, etc.) to manage
your social media updates

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Demographics - Facebook
 86% of Facebook users are age 25 and older
 81% have some college education or bachelors/graduate
degree
 58% earn $50,000 or more

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Demographics - Twitter
 81% of people on Twitter are age 25 and older
degree
 47% earn $50,000 or more

128
Demographics - LinkedIn
 96% of people on LinkedIn are age 25 and older
degree
 71% earn $50,000 or more

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Thank You!
Bridget Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
fb.com/gibbonsdigital

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