This document provides an overview of social media and best practices for using major social media platforms. It discusses defining social media and reviewing tools like Twitter, Facebook, LinkedIn and blogs. The goals and anatomy of each tool is explained. It also covers listening strategies, establishing voice and brand personality, engaging audiences and championing stakeholders. Best practices include listening, establishing voice, showing personality, engaging audiences and using available tools. The presentation was given by AJ Gerritson of 451 Marketing, based in Boston.
14. Social Tools Explained…
I’m eating a #doughnut
I ‘like’ doughnuts and doughnut-
eating groups
I have doughnut-eating skills and
expertise
These are my opinions and expertise
on doughnuts
…Using Doughnuts
19. > 200 Million Accounts
91% of active users
polled follow a brand
7.8 million brand
recommendations
each month
39% of companies
have acquired new
customers using Twitter
20. Goals for Using Twitter:
1. Engage Current Fans & Increase Awareness
2. Increase Traffic to Website
3. Customer Service
4. Marketing/Competitive Research
21. Anatomy of a Tweet
Handle Credit the Source
Content
@451Heat
Check out our latest blog post by @maxesilver
"Not -So-Quiet Riot: Why Boston’s #RubyRiot
Was a Success" http://ow.ly/4Zn3D
Link #Hashtag
≤ 140 Characters
22. What is a #Hashtag?
Twitter users use the # symbol,
called a hashtag, to mark keywords
or topics in a tweet.
Hashtags help to categorize the content
and context of Twitter messages.
26. Proven Ways to Get
More Followers
1. Show who you are – a complete bio
2. Stop talking about yourself – don’t be that guy
at the cocktail party
3. Identify yourself authoritatively
4. Avoid negativity - like sadness, aggression,
negative emotions and feelings, and morbid
comments
(Dan Zarella, HubSpot)
27. Who Should You Follow?
• People you want to engage with:
• Customers
• Potential customers
• People in your industry:
• Competitors
• Partners
• Industry influencers
29. Over 800 Million Users
(if it were a country, it would be the 3rd most populated)
51%
of Facebook fans more
likely to buy from a
41%
company they of companies using Facebook
have acquired new customers
from it
40%
of users 35 years
or older
30. Goals for Using Facebook:
1. Branding and Loyalty
2. Increase Fans & Awareness
3. Sales (sometimes)
4. Customer Service
31. Anatomy of a FB Post
Author Content
Link
Picture
≤ 250Characters
34. Over 131 Million Members
(a new member joins every second)
>880,000 groups
43 years old/
$107,000 annual income Women
42%
Men
58%
35. Goals for Using LinkedIn:
1. Network with Potential Clients
2. Build Profile and Network in Your Industry
3. Showcase Brand, Products, Thought Leaders
41. Companies With a
57%
have acquired a customer
through their blog
55%
more web traffic
70%
more leads
42. Goals for Using a Blog:
1. Increase Brand Awareness
2. Increase Traffic to Website, Online Visibility
3. Establish Brand/Corporate Figures as Thought
Leaders
4. Show Personality
43. Central place for content creation, establishing
voice, and positioning thought leaders
48. WHAT are people saying about
your brand or product/services?
WHERE are people discussing
your brand or products/services?
WHO is discussing your brand
online?