This document discusses the rise of social media and provides guidance on developing an effective social media strategy. It notes that major platforms like Facebook, YouTube, and Twitter now have hundreds of millions of users. It then provides tips on how to use various social media platforms like Facebook, Twitter, LinkedIn, YouTube and Google+ to grow a business. It emphasizes the importance of creating fresh, engaging content and using analytics to track results. The document also stresses developing a content schedule and integrating social media with other marketing efforts.

1. Social Media Networking
… Where are we going?

2. Meet Your Presenter

3. WWDDD?
(What would Don Draper Do?)

4. Social Media: Fad? Fiction?
● Google and Yahoo vs. Facebook traffic - 3rd largest
● Facebook – the “country”; world’s 4th largest
● Over 133 million blogs, as indexed by Technorati
● 900,000 blog posts created every 24-hours
● YouTube - >75 billion videos; 375 million users
● Flickr now hosts more than 3.6 billion user images
● Twitter 3 years, 2 months and 1 day to hit 1 billion
Tweets; 1 billion in one week now (founder is @Jack)
● Google is re-designing social media networks
● Social sharing & networking is now a given

5. How Will You Use It?
● “Hi, My Name Is _________”
● How do you want to use social media and the internet?
● Are you an expert?
● Do you want to be seen as a trusted source of information?
● Are you looking to network with like-minded people, companies?
● Do you want to build a community?
● Do you want to involve your clients or customers as you grow?
● Do you want to automate the process of repurposing content?
● Do you want to reach new audiences?
● Are you looking to be a thought leader in your industry?
● Do you want simplify content for people?
● Do you want to easily hear literally everything that’s being said
online about you, your brand, products, or industry in real time?

6. Case Study: The Fitness Guru
Local Fitness Expert with a small online presence
● Landed a season as the resident trainer on MTV
● How to be available/accessible for new fans?
● Broadcasting content, news & information?
● Monitoring conversations
● Becoming a household name & internet personality
● Strategies on all major social media sites + rewarding
local clients for loyalty
● Increased growth of 200% in first 2 weeks – continued
boom!

7. Build a Base, Make a Plan

8. Build a Base, Make a Plan
● Website – your main area of online exposure
● Blog – adding fresh, relevant content; SEO
● RSS – repurpose, republish and create content
● Social Search – manage your reputation
● Social Bookmarking – tag content, generate traffic
● Social Networking – Facebook, LinkedIn, Google+
● Micro Sites – Twitter
● CONTENT is the foundation – social networking does
not work without your content and voice

9. Find a Platform & Grow
● The social media options... (seemingly endless)
● One channel may work better than others
● Integrate social media with offline initiatives
● Take it slow, build over time
● 5 Tips for Online Growth
#1 #2 #3 #4 #5
Integrate Amplify Repurpose Leads Learn

10. Breathe Deep & Repeat
A typical business used to have a website with a little
content, a contact page and images.
Today's businesses ...
● Generate daily/ weekly blogs and/or podcasts
● Upload and thoroughly describe images on Flickr.
● Create customer testimonial videos on YouTube
● Write articles and press releases
● Create and brand optimized profiles on Facebook,
LinkedIn, Twitter and industry-related sites
● Generate positive reviews on sites such as Yelp,
Google Maps, and Insider Pages

11. Social Media as the Employee
“But I work for an employer and they don't approve of
social media use in the workplace.”
Most business owners or places of employment are
open to the conversation.
Come armed with solutions, specific purposes and
explanations of how social media can benefit the
organization and its growth.
Show growth through analytics and interest being built
online.

12. Social Media as the Employer
You own your own business, work for several businesses
or are freelance worker...
You need social media! A free source of marketing,
sharing and allowing other people to provide reviews.
Build trust with your employees by allowing them to
own pieces of the branding or provide content.
Too busy for it all? Learn what you need and consult
with a social media marketing expert for creating and
managing your plans.

13. Where to Start?
Create a very simple website or blog; if you work for a
company, take the lead as a way to generate more web-
based traffic.
1.) Register a Domain (your www.mybiz.com) or add a
page to your site specific for the blog
2.) Create a very simple, clean site (or hire a designer);
choose easy to read fonts, start to develop a style
3.) Be a part of the community before you jump in by
targeting industry or peer sites & blogs

14. Where to Start
4.) Monitor a group of relevant blogs: Bloglines.com or
Google Reader to locate and subscribe to a dozen or so
relevant blogs
5.) Comment on a group of relevant blogs: Visit some of
your chosen blogs and add relevant comments; Engage
in the conversation going on inside these blogs
6.) Create your own blog and start posting content after
a few weeks of reading, monitoring and commenting
7.) Practice finding your voice and what you bring

15. Blogging Services
WordPress.org: free, open-source blogging tool that has
the most flexibility.
Blogger.com: Google's version; very good if you want to
find and connect with fellow bloggers
WordPress.com: a very easy to use version of Wordpress;
however it lacks flexibility and freedom to change things
TypePad.com: good if you need a lot of tech support
Tumblr.com: content sharing & ease of use with mixed
modalities; continuing to expand its services

16. Amplify Your Reach
Engage people on your blog by asking questions.
Be a guest blogger on another site; ask for guest
bloggers on your site.
Use social media outlets to share content and engage
more readers, more potential clients & customers.
Submit your articles to paid-for article sites.
Position you or your company as experts for a local
publication source (or national!).

17. Translating the Feel
Branding and Identity Across All Sites – Be Consistent
Messages will vary somewhat based on the intended
audience (examples)
● Facebook – more community; word of mouth
● Twitter – great for finding peers, connecting with
other businesses
● Your site or blog – very specific message and tone
you want to share
Find Brands with great presence! Example - Mrs. Meyers
Cleaning Products

18. Translating the Feel
A recent online ad for Mrs. Meyers, the cleaning brand, for example, said, “Clean should smell
better” and instructed users to “Hover to expand.” When a cursor is placed over the ad, it extends
downward to expose an area that, depending on what button is clicked, displays real-time
Facebook wall posts, Twitter users posting about Mrs. Meyers, or a video from the brand about
Thelma Meyer, for whom the brand is named.
Brands Now Direct Fans to Their Social Media, NY Times 08/2011

19. FACEBOOK

20. Facebook: Personal Profile
What: intended for individuals only; word of caution
Why: if you want to be on FB, you must have a profile
How: sign-up is simple; use the search to begin finding
people or organizations you'd like to follow

21. Facebook: Business Page
What: intended for business or if you exceed your
personal profile friend limit (Fan Page)
Why: a place to interact with clients, market & share
How: go to any other page on FB and click “create page”

22. Facebook: Business Page
Step 1: Choose a Classification – local business, public
figure, company/organization, entertainment, brand or
product, or social cause/community
Step 2: Complete the basic info – contact, URL, pictures
Step 3: Edit your business page information
Step 4: Share your page with friends & post updates
Step 5: Track your Insights
Create your page: facebook.com/pages/create.php

23. Facebook: Insights

24. Facebook: Make A Plan
● Post Fresh Content - 1-3x per day
● Unique take on your field that you have to offer
● “Like” & engage with other pages as your page
● Encourage friends & family to like; promote with
email signature blocks
● Analytics – be smart in your approach (Insights)
● Listen - Add Value - Respond - Do Good Things
● Give Kudos - Collaborate - Don’t Spam - Be Real!
● Advanced features: adding Welcome pages, custom
tabs and features to your FB Page

25. Facebook Tools
● Pagemodo - create a
welcome page
● Involver – up to 2 free
professional apps
● Woo Box – add custom
tabs (HTML code)
● Tabsite – integrates
with MailChimp

26. Facebook: Final Notes
● Be human – Facebook is about building community
● Play by Facebook's rules; if you use the account or
your profile incorrectly they will shut your site
down (facebook.com/brandpermissions/)
● Offer solutions, but reserve the entire answer for
offline conversations
● Add “like” buttons where you can around the web
● Facebook Ads & Sponsored stories: in brief
● Official Facebook Blog: https://blog.facebook.com/
● Un-Official Blog: http://www.allfacebook.com/

27. TWITTER

28. Twitter Conversations

29. Twitter Lexicon
Tweet: your message, in 140 characters or less
Followers: people who read your tweets
Handle: your name on Twitter (ex: @WELLinLA)
Hashtag: organize & monitor tweets; branding
Lists: How you organize and monitor Twitter
Follow Friday (#FF): a cordial way of sharing followers
Replies: Returning a message or joining a conversation
Retweet (RT): sharing a message with followers
Direct Message (DM): private exchange of tweets
“.@” Tweet: display your tweet to an accounts' followers

30. Twitter Search
Where to Find Twitter Search (it can
be a little hidden!)
https://twitter.com/#!/search-home

31. Twitter Plan
● Maximize your branding; use photos; include keywords
● Engage in conversations 1-2x/day to start
● Schedule tweets (my favorite!)
● Share your expertise and content that interests you
● What are you about and how are people going to
search for you; no fake anything
● Start with your peers/friends; expand slowly
● Post consistently - build and don't worry about the
number of followers - those come in time
● Build authentically; avoid the “get followers quickly”
approaches marketers advertise (you’ll pay later)
● Report Spammers! We want them to go away!

32. How To Manage Twitter & FB
SAY: “Social Media Dashboards are my BEST FRIEND!”
Co-Tweet (free version)
Hootsuite (analytics)
Tweetdeck (desktop)
More Tools:
● Time.ly, Buffer: schedules your tweets throughout the
day
● Social Mention: the Google of social media searching

33. LINKEDIN

34. LinkedIn
● If you’re a professional, you need to be on LinkedIn
● Connect, network and find businesses and people
● Collaborate, promote others and be promoted
● Publish, be the expert, answer questions
● Find a freelance gig, find a job
● Share events of interest; Twitter
Integration

35. LinkedIn Tools
Use LinkedIn as
your Professional
Networking tool; it
is a lead source for
new clients or
employees

36. YOUTUBE
&
VIMEO

37. YouTube & Vimeo
YouTube is the most popular online video site
Preference for professional use: Vimeo (a little story!)
Find out which site is best for your use – share your
videos across your site and social media platforms
Create a Profile and
tag all content you create
to allow search engines to
find your content
Comparison Guide (PDF)

38. GOOGLE+

39. Google Overview
Google: Search Engine +++
• Google - waaay more than
a simple search engine
• Use it to power your
business, power your site
• Six Tools you won’t want to
live without
• Play nice, get in good with
search engine rankings
• G+ & what it means for you

40. 6 Essential Google Tools
Google: Search Engine +++
Google Tools
• Analytics
• Keyword Tool
• AdWords
• Docs
• Alerts
• News, Reader

41. 6 Essential Google Tools
6 Essential Google Tools
1. Google Analytics is your friend!
• Tracking clicks
• Setting goals with Google
• Watching Trends, finding out what sticks
• Add your social media RSS to Analytics (overlay)
• If your web designer does not mention tracking
analytics, fire ‘em (seriously!)

42. 6 Essential Google Tools
6 Essential Google Tools
2. Google KeyWords: Create a solid keyword research
strategy & integrate into your SEO; Use this
without being enrolled in a PPC program.
• Attract website visitors; use these words when
writing content & posts
• Two easy ways to use: Enter keywords and the
Keyword Tool will return synonyms of those
keywords - OR - Enter a website and the Keyword
Tool will suggest keywords used within that
website.

43. 6 Essential Google Tools
6 Essential Google Tools
3. Google AdWords:
Pay-Per-Click (PPC)
ads; Create ads and
target specific
keywords; these paid
ads appear in results
• $ - Is this in your
budget?
• The rule of 75/25

44. 6 Essential Google Tools
6 Essential Google Tools
4. Google Docs - free online documents that can be
accessed from anywhere, shared with your team
and edited by invited collaborators.
• Buy expensive Microsoft? Nope! Word docs,
spreadsheets, presentations, draw & doodle, make
your forms
• Create, share, control access, collaborate
• Integrate with mail & calendar programs
• Push to publish - variety of formats for offline use
• Mobile access (!!!)

45. 6 Essential Google Tools
6 Essential Google Tools
5. Google Alerts- monitor news & reviews about you
& your business, key industry terms and
competition.
• Craft & create customized search terms
• Time-saver - let Google monitor for you
• Delivered to your inbox; frequency
• Select the medium of content (video, blogs, etc)
• Use to stay on top of content & industry news
• Create a folder of filter to save your inbox

46. 6 Essential Google Tools
6 Essential Google Tools
6. Google Reader & Google News - these tools
monitor news and content relevant to your
industry
• Generate content ideas from the results you see
• Take advantage of timeliness and piggyback on its
newsworthiness
• Know the trends and events that will boost your
place as an industry thought leader
• Again - Time-saver - let Google monitor the web
for you on your terms
• Follow other people’s subscriptions

47. Google Gets Personal+
Introducing (Google) “ ”

48. +
The “Plus” for You & Pages
Introducing (Google) “ ”

49. The Overview ”
Introducing (Google) “ +
• “If Facebook and Twitter had a baby, they’d call it
Google+.”
• Easier to use, understand privacy policy
• More intuitive sharing with circles
• A quick YouTube overview
• Integration with both FB & Twitter (playing nice!)
• Mashable's Google+ Cheat Sheet
• Hangouts… “like sitting on a friend’s porch”

50. Additional Tools & Sites
● StumbleUpon
● Slideshare
● Digg
● Delicious
● Mixx
● Flickr
● Ning
● Meet-Up
● EventBrite
● Square
● Your Smartphone!

51. THE
PLAN

52. Creating a Schedule
.
• Check Twitter and Facebook using
your social media dashboard
2-3X ●Check LinkedIn and respond to
Per Day messages (professional)
• Respond to comments on your site
or blog
●Keep things at a manageable level;
your real presence is more important

53. Creating a Schedule
.
● Build Twitter Lists & search
● Scan LinkedIn questions &
discussions from your network
● Send LinkedIn invitations to connect
Weekly with clients or peers
●Ask for LinkedIn recommendation
To-Do after a project is completed
● Add fresh content to Facebook
● Brainstorm ways to re-purpose
● Find in-person or online networking
opportunities (go outside your circle)
● Identify new social networking
influencers; build relationships

54. Creating a Schedule
.
Mondays: Schedule tweets through
for regular intervals.
Mondays, Wednesdays and Fridays:
Day-to- Join a hot trend conversation on
Day Twitter or Facebook; post new FB
To-Do Tuesdays and Thursdays: Write a
new blog post; Respond to blog
(sample) comments
Fridays: Check traffic at your blog or
website

55. (over!)

56. REALLY, The Last Words:
Thank You!
Website, Design & Social Media Consultation Available:
erin@wellinla.com or 424-652-1939