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Advanced Internet-
                Social Media Marketing




Amanda O’Brien
Hall Internet Marketing
Social Media Breakfast Maine
Who I am

 Amanda O’Brien
 VP of Marketing, Hall Internet Marketing
 www.hallme.com
 @hall_web

 Organizer, Social Media Breakfast Maine
 www.socialmediabreakfastmaine.com
 #smbme

 Blogger at large
 Guiding Stars, PROXI, SocialMediaB2B,
 amandapants, Hall, SMBME etc.

 amanda@hallme.com
 @amanda_pants
Who you are
What we will talk about

            •   What is Social Media?
            •   What does it have to do with business?
            •   Where should you be?
            •   How has this changed business?
            •   What should you be doing?
            •   How do you measure success?
            •   Questions!
Conversations happening online




       What is Social Media?

                             Word of Mouth Marketing with a new twist.




                                         Photo credit: http://www.flickr.com/photos/earlg/163755542/
Why did this happen to me?




    X9,000 Laptop                  X9,000 Laptop
    $499.00                        $499.00
    Seller: cumputerforu           Seller: iluvcomputers
                                   99% positive feedback
                                   Read 213 reviews of iluvcomputers
    Features: It is a laptop and
    it goes wicked fast. You       Features: It is a laptop and
    can type on it and draw on     it goes wicked fast. You
    it and email your friends.     can type on it and draw on
    You can use Facebook           it and email your friends.
    and listen to your illegally   You can use Facebook
    downloaded music too.          and listen to your illegally
                                   downloaded music too.
                      Buy Now
                                                         Buy Now
Why did this
                                happen to me?




Photo credit: http://www.flickr.com/photos/captainfancypants/2855551551/
What does this have to do MY with business?



  This is where your                                    Free powerful marketing
customers are spending                                  tool you can manage in-
      their time                                                 house
                             Referrals mean more
                             than advertisements
1 out of every 6 minutes                                   Tailored specific
online is participating in                                messages, for your
                             Establish trust and that
 social networking sites                                    demographic
                              your are an expert in
                                 your industry
 Americans use social                                     Empathy and caring
  media more than                                          mean more than
 anything else online                                      strategy and $$
Most popular Social media sites

Site       Monthly Visitors        Who are these people?
Facebook   750,000,000             Everyone


Twitter    200,000,000             News sharers, mobile
                                   users

LinkedIn   100,000,000             Business folks and job
                                   seekers

MySpace    80,500,000              Young, music lovers


Google+    32,000,000              Early adopters



                          Article: http://www.ebizmba.com/articles/social-networking-websites
How has this changed your prospects and
                 customers?
Discovery, research and investigation
Looking to establish trust online
Consumers have more control
Consumers have higher expectations
Two way conversations – wary of one way messaging
Choose the right tools for you

What will fit into your day?
What features do you want?
What seems to be working?
What are your customers using?
Always tie in with your website/email




                                        Photo credit: http://www.flickr.com/photos/freefoto/3436970425/
Tie social media goals to organizational goals


                                                  • More website traffic
                                                     • More donations
                                                • More online donations
                                                    • More volunteers
                                                • More media coverage




                          Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
Things you can measure

•   Traffic data
•   Fan/follower data
•   Interaction data
•   Content performance




       Photo credit: http://www.flickr.com/photos/427/2110349532/
Traffic Data
Fan/Follower Data
Interaction data
Content Performance
Tools



        Photo credit: http://www.flickr.com/photos/judy-van-der-velden/4481986596/
Advanced Internet and Social Media Marketing
Photo credit: http://www.flickr.com/photos/will-lion/2595051813/
Facebook is great:
Everyone is there and knows how to use it
                           Very sharable
                                  Events
            Dedicated organization pages
Facebook advanced options:

Create a landing tab for fans and non fans
Update content by region
Use Facebook Analytics to measure engagement
Use as your organization
Facebook advertising
HyperAlerts




                                         Photo credit: http://www.flickr.com/photos/halversonmtn/3378042012/
Advanced Internet and Social Media Marketing
“Twitter’s a stream. Dip in when you can. Get what you need. Close it and reenter life.”
                            Chris Brogan of chrisbrogan.com




                                     Photo credit: http://www.flickr.com/photos/makelessnoise/240072417/sizes/l/in/photostream/
Twitter is great:
Users are mobile
Great for meeting people
Follow by content not network
Very searchable




                                Photo credit: http://www.flickr.com/photos/myeye/2181264107/
Twitter for Good
Twitter4good.com
@ClaireD

Target
Write
Engage
Explore            http://youtu.be/nP9FyY9BFM8
Tracking




                    http://slidesha.re/soc-med-biz
Twitter advanced options:
        Use a URL Shortner – Bit.ly
                   Schedule tweets
                  Use hashtags (#)
          Participate in Tweetchats
   Use tools – Tweetchat, Hootsuite
     Use Twitter search (advanced)




Photo credit: http://www.flickr.com/photos/slayer23/2508790690/
Photo credit: http://www.flickr.com/photos/99zeros/474752493/
LinkedIn is great:
      A professional social network
             Connect with your VIPs
   Stay in touch when people move
               Participate in Groups




Photo credit: http://www.flickr.com/photos/lostprophet/3773408594/
LinkedIn Advanced
          Optimize your profile
              LinkedIn Answers
Participate in groups with links
               Add applications
A video is worth 1,000,000 words
2nd most popular search engine
Youtube.com/nonprofits
Use video annotations
Interview people close to your organization
Embed on your site and other networks




                                              Photo credit: http://www.flickr.com/photos/chelzd/5374376912/
What else?
Advanced Internet and Social Media Marketing
Which tools to use

•   Check with top donators
•   Volunteers
•   Friends
•   Staff




     What is going to help you
       achieve your goals?
How much time should it take?
You get out what you put in
Track your time
Try one post and one reactions a day
Add more as you get more comfortable
Should you have multiple accounts or pages?
Content
Hardest thing | Editorial Calendar | Mix it up | Say the same thing but different



                                                Photo credit: http://www.flickr.com/photos/kamiller/2210486321/
What content do you already have?
What staff and time do you have?
What existing campaigns can you tie social media into?
Bring it up at staff meetings




                                         Photo credit: http://www.flickr.com/photos/jarodcarruthers/3933636337/
Protecting your
organization,
staff,
volunteers and more




                      Photo credit: http://www.flickr.com/photos/dushyk/5008372956/
Social Media policy




Photo credit: http://www.telegraph.co.uk/news/picturegalleries/worldnews/5213346/The-bullfights-of-Feria-de-Abril-in-Seville-Spain.html
Talk about what could happen first and work backwards




                                           Photo credit: http://www.flickr.com/photos/mag3737/2684872622/
Biggest rules of the road

•   Add value
•   Be consistent – not just once a year
•   Integrate with all your events and marketing
•   Partner up and promote your network




                                                   Photo credit: http://www.flickr.com/photos/matthigh/1831381353/
Recruit more volunteers
Share photos | Encourage sharing | Ask for testimonials | Praise




                                   Photo credit: http://www.flickr.com/photos/vastateparksstaff/5330626403/
Get more donations
Donate online option | Do a little research | Reward and acknowledge gifts
Resources
• 501 Mission place
• Marc Pitman
• Beth Kanter


                      Photo credit: http://www.flickr.com/photos/bowena/2632507358/
We did it!
Thank you!

  Amanda O’Brien
  VP of Marketing, Hall Internet Marketing
  www.hallme.com
  @hall_web

  Organizer, Social Media Breakfast Maine
  www.socialmediabreakfastmaine.com
  #smbme

  amanda@hallme.com
  @amanda_pants

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Advanced Internet and Social Media Marketing

  • 1. Advanced Internet- Social Media Marketing Amanda O’Brien Hall Internet Marketing Social Media Breakfast Maine
  • 2. Who I am Amanda O’Brien VP of Marketing, Hall Internet Marketing www.hallme.com @hall_web Organizer, Social Media Breakfast Maine www.socialmediabreakfastmaine.com #smbme Blogger at large Guiding Stars, PROXI, SocialMediaB2B, amandapants, Hall, SMBME etc. amanda@hallme.com @amanda_pants
  • 4. What we will talk about • What is Social Media? • What does it have to do with business? • Where should you be? • How has this changed business? • What should you be doing? • How do you measure success? • Questions!
  • 5. Conversations happening online What is Social Media? Word of Mouth Marketing with a new twist. Photo credit: http://www.flickr.com/photos/earlg/163755542/
  • 6. Why did this happen to me? X9,000 Laptop X9,000 Laptop $499.00 $499.00 Seller: cumputerforu Seller: iluvcomputers 99% positive feedback Read 213 reviews of iluvcomputers Features: It is a laptop and it goes wicked fast. You Features: It is a laptop and can type on it and draw on it goes wicked fast. You it and email your friends. can type on it and draw on You can use Facebook it and email your friends. and listen to your illegally You can use Facebook downloaded music too. and listen to your illegally downloaded music too. Buy Now Buy Now
  • 7. Why did this happen to me? Photo credit: http://www.flickr.com/photos/captainfancypants/2855551551/
  • 8. What does this have to do MY with business? This is where your Free powerful marketing customers are spending tool you can manage in- their time house Referrals mean more than advertisements 1 out of every 6 minutes Tailored specific online is participating in messages, for your Establish trust and that social networking sites demographic your are an expert in your industry Americans use social Empathy and caring media more than mean more than anything else online strategy and $$
  • 9. Most popular Social media sites Site Monthly Visitors Who are these people? Facebook 750,000,000 Everyone Twitter 200,000,000 News sharers, mobile users LinkedIn 100,000,000 Business folks and job seekers MySpace 80,500,000 Young, music lovers Google+ 32,000,000 Early adopters Article: http://www.ebizmba.com/articles/social-networking-websites
  • 10. How has this changed your prospects and customers? Discovery, research and investigation Looking to establish trust online Consumers have more control Consumers have higher expectations Two way conversations – wary of one way messaging
  • 11. Choose the right tools for you What will fit into your day? What features do you want? What seems to be working? What are your customers using? Always tie in with your website/email Photo credit: http://www.flickr.com/photos/freefoto/3436970425/
  • 12. Tie social media goals to organizational goals • More website traffic • More donations • More online donations • More volunteers • More media coverage Photo credit: http://www.flickr.com/photos/topastrodfogna/5561693020/
  • 13. Things you can measure • Traffic data • Fan/follower data • Interaction data • Content performance Photo credit: http://www.flickr.com/photos/427/2110349532/
  • 18. Tools Photo credit: http://www.flickr.com/photos/judy-van-der-velden/4481986596/
  • 21. Facebook is great: Everyone is there and knows how to use it Very sharable Events Dedicated organization pages
  • 22. Facebook advanced options: Create a landing tab for fans and non fans Update content by region Use Facebook Analytics to measure engagement Use as your organization Facebook advertising HyperAlerts Photo credit: http://www.flickr.com/photos/halversonmtn/3378042012/
  • 24. “Twitter’s a stream. Dip in when you can. Get what you need. Close it and reenter life.” Chris Brogan of chrisbrogan.com Photo credit: http://www.flickr.com/photos/makelessnoise/240072417/sizes/l/in/photostream/
  • 25. Twitter is great: Users are mobile Great for meeting people Follow by content not network Very searchable Photo credit: http://www.flickr.com/photos/myeye/2181264107/
  • 26. Twitter for Good Twitter4good.com @ClaireD Target Write Engage Explore http://youtu.be/nP9FyY9BFM8 Tracking http://slidesha.re/soc-med-biz
  • 27. Twitter advanced options: Use a URL Shortner – Bit.ly Schedule tweets Use hashtags (#) Participate in Tweetchats Use tools – Tweetchat, Hootsuite Use Twitter search (advanced) Photo credit: http://www.flickr.com/photos/slayer23/2508790690/
  • 29. LinkedIn is great: A professional social network Connect with your VIPs Stay in touch when people move Participate in Groups Photo credit: http://www.flickr.com/photos/lostprophet/3773408594/
  • 30. LinkedIn Advanced Optimize your profile LinkedIn Answers Participate in groups with links Add applications
  • 31. A video is worth 1,000,000 words 2nd most popular search engine Youtube.com/nonprofits Use video annotations Interview people close to your organization Embed on your site and other networks Photo credit: http://www.flickr.com/photos/chelzd/5374376912/
  • 34. Which tools to use • Check with top donators • Volunteers • Friends • Staff What is going to help you achieve your goals?
  • 35. How much time should it take? You get out what you put in Track your time Try one post and one reactions a day Add more as you get more comfortable
  • 36. Should you have multiple accounts or pages?
  • 37. Content Hardest thing | Editorial Calendar | Mix it up | Say the same thing but different Photo credit: http://www.flickr.com/photos/kamiller/2210486321/
  • 38. What content do you already have? What staff and time do you have? What existing campaigns can you tie social media into? Bring it up at staff meetings Photo credit: http://www.flickr.com/photos/jarodcarruthers/3933636337/
  • 39. Protecting your organization, staff, volunteers and more Photo credit: http://www.flickr.com/photos/dushyk/5008372956/
  • 40. Social Media policy Photo credit: http://www.telegraph.co.uk/news/picturegalleries/worldnews/5213346/The-bullfights-of-Feria-de-Abril-in-Seville-Spain.html
  • 41. Talk about what could happen first and work backwards Photo credit: http://www.flickr.com/photos/mag3737/2684872622/
  • 42. Biggest rules of the road • Add value • Be consistent – not just once a year • Integrate with all your events and marketing • Partner up and promote your network Photo credit: http://www.flickr.com/photos/matthigh/1831381353/
  • 43. Recruit more volunteers Share photos | Encourage sharing | Ask for testimonials | Praise Photo credit: http://www.flickr.com/photos/vastateparksstaff/5330626403/
  • 44. Get more donations Donate online option | Do a little research | Reward and acknowledge gifts
  • 45. Resources • 501 Mission place • Marc Pitman • Beth Kanter Photo credit: http://www.flickr.com/photos/bowena/2632507358/
  • 46. We did it! Thank you! Amanda O’Brien VP of Marketing, Hall Internet Marketing www.hallme.com @hall_web Organizer, Social Media Breakfast Maine www.socialmediabreakfastmaine.com #smbme amanda@hallme.com @amanda_pants