This presentation provides useful information to small and mediium-sized businesses on how to use social media to market their products and services. we start with how to create a strategy and then how to get started setting up Facebook page, Twitter profile, Linkedin personal profile, LinkedIn Company page, Pinterest page and Pinterest boards for business, YouTube channel and a blog.

1. 2012

2. 2

3. Topics
— Defini*on
of
Social
Media
— Why
Use
it?
— Social
Media
Plan
— We’ll
cover
• Facebook
• TwiCer
• LinkedIn
• Pinterest
• Blogs
• YouTube
3

4. 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.
4

5. Why use it?
5

6. 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.
6

7. 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
7

8. It’s
Effec*ve
8

9. 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
9

10. 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
10

11. 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
11

12. 12

13. ‹#› 13

14. 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.
14

15. 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
15

16. 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
16

17. 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
17

18. Facebook
-­‐
Gehng
Started
18

19. Facebook
-­‐
Gehng
Started
19

20. 20

21. 21

22. 22

23. 23

24. 24

25. ‹#› 25

26. ‹#› 26

27. 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)
27

28. 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
28

29. 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.
29

30. Anatomy
of
a
Tweet
30

31. 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
31

32. 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
32

33. 33

34. 34

35. 35

36. 36

37. 37

38. 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

40. 40

41. 41

43. 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.
43

44. 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.

45. 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.
45

46. 46

47. 47

48. 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”
48

49. Examples
of
Pins
49

50. Pinterest
is
one
of
the
largest
social
media
networks
on
the
web.
The
network
saw
+4377%
growth
between
May
2011
and
May
2012.
50

51. TechCrunch, 2012
51

53. Mashable, 2012 53

54. Gehng
Started
54

55. Add
Pinterest
Icon
to
your
website
hCp://pinterest.com/about/goodies/
55

56. 56

57. 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
57

58. 58

59. hCp://woobox.com/pinterest
59

60. ‹#› 60

61. 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
61

62. 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
62

63. 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
63

64. 64

65. 65

66. 66

67. 67

68. 68

69. 69

70. YouTube
— YouTube
is
a
video
sharing
website
on
which
users
can
upload
and
share
videos
70

71. 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
71

72. 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
72

73. 73

74. 74

75. 75

76. 76

77. 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
77

78. Demographics
78

79. ‹#› 79

80. 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
80

81. ‹#› 81

82. 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
82

83. ‹#› 83

84. 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
84

85. Thank
You!
Bridget
Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
}.com/gibbonsdigital
85