This presentation was made to attendees of the “Make Your Business Happen” event of Women in Business (WIB) on March 6th at the German Canadian Club London in London, Ontario to celebrate International Women’s Day 2015. It includes information about how attendees could connect, engage, manage, and grow an audience on social media, and thus, morph into a social media butterfly. Examples, tips and etiquette were explained to help women entrepreneurs and professionals understand how to use social media as a marketing tool and for networking.

1. How to Be a
Social Media Butterfly
Colleen G. McCauley
Earth to Business Marketing
Michelle Callipari-Amarelo
MSC Business Solutions
WIBusiness: Make Your Business Happen
German Canadian Club, London, Ontario
March 6, 2015

2. Connect, Engage, Manage
and Grow Your Social Network
 What is Social Media?
 Connect
 Personal vs Professional
 Public vs Private
 Engage
 Learn the Lingo
 Content Marketing
 Curation vs Creation
 Know Your Audience!
 Internet Trolls
 Manage
 Strategy - Campaigns
 Organic vs Paid
 Time Management
 Digital Sharecropping
 Grow
 Community
 Your Assets
Examples, tips, and etiquette to use social media for marketing and networking.
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3.  Someone who is VERY social and easygoing;
can be either a male or a female.
 Usually these people don’t belong to a particular
group, but rather jump from one group to
another. They are somewhat accepted in all of
them, but don’t really have any deep friendship
connections in any of them.
Social Butterfly
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4. What is Social Media?
SOCIAL
 an informal social gathering,
especially one organized by
the members of a particular
club or group.
MEDIA
 the means of communication
that reach or influence people
widely (radio, TV, newspaper,
magazine)
Websites and applications that enable users to create and
share content or to participate in social networking. (formerly Web 2.0)
SOCIAL MEDIA
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5. Social Media Landscape
Source:
http://www.fredcavazza.net/files/Q2-
08/SocialMediaLandscape.jpg
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6. Publish blogs (Typepad, Blogger), wikis (Wikipedia, Wikia, Wetpaint) and
citizen journalism portals (Digg, Newsvine)
Share videos (YouTube), pictures (FlickR), music (Last.fm, iLike), links
(del.icio.us, Ma.gnolia), slideshows (Slideshare), products reviews
(Crowdstorm, Stylehive) or products feedbacks (Feedback 2.0,
GetSatisfaction)
Social Network (Facebook, MySpace, Bebo, Hi5, Orkut…), niche (LinkedIn,
Boompa…) and tools for creating (Ning)
Micro-blog Twitter, Pownce, Jaiku, Plurk, Adocu & alike (tweetpeek, twitxr)
Social
Aggregation
tools like lifestream (FriendFeed, Socializr, Socialthing!, lifestrea.ms,
Profilactic)
Livecast Hosting Justin.tv, BlogTV, Yahoo! Live, Ustream. Mobile equivalent (Qik,
Flixwagon, Kyte, LiveCastr)
Virtual worlds (Second Life, Entropia Universe, There), 3D chats (Habbo, IMVU)
and teens dedicated virtual universes (Stardoll, Club Penguin)
Social gaming (ImInLikeWithYou, Doof…), casual gaming portals (Pogo, Cafe,
Kongregate…) and social networks enabeled games (Three Rings,
SGN)
MMO Neopets, Gaia Online, Kart Rider, Drift City, Maple Story. MMORPG
(World of Warcraft, Age of Conan)
http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg 6

7. 7

8. CONNECT
© buzzpro

9. BE SOCIAL
 We’re here because we
want to talk, to laugh, to
learn and to make
connections.
 Use the social cues
you’ve learned from a
lifetime of real-life
socializing.
 Be polite, perhaps pay a
compliment, or tell this
person something they
would find interesting.
 Focus on positive
connections
 Listen, respond
thoughtfully, and ask
questions or make
statements
Seek or enjoy the companionship of others; friendly; sociable; gregarious
YOUR GOAL is to be part of the mix by talking with people (or
doing some sweet dance moves that will get people talking). 9

10. It’s not WHAT you know,
it’s WHO you know.
SELLING
~ Colleen G. McCauley
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11. 11

12. Personal vs Professional
Private vs Public
 You are your brand!
 What you post will impact how
others see you
 MANY people do business via
social media.
 Respectfully share your
positions on certain topics and
beliefs without appearing
confrontational and exclusive
 Keep personal offline if want
to get something out of social
networks.
 Anyone can see it eventually
 Having 2 personal accounts
is against some terms of
service.
 People do business with
people so be personal!
Too Professional = lower interaction 12

13. Your Words Matter
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14. ENGAGE
© Suvonni

15. The Small Business Social Media Cheat Sheet
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16. Content Marketing
is the marketing and business process for
creating and distributing relevant and
valuable content to attract, acquire, and
engage a clearly defined and understood
target audience – with the objective of driving
profitable customer action.
~ Content Marketing Institute
Be Visual & Human; Inform & Entertain 16

17.  Witty anecdote, Quotes, memes, videos, infographics,
tutorial-style images, and presentations (size to platform)
Content Marketing
Create Your Own
 Pose a question
 Story of your business,
product/services, etc.
 Your Personal Story!
Curate from Others
 Share something interesting
you’ve read or seen (source)
 Crowdsourcing - user
submitted i.e. contest for
images
Be Visual & Human; Inform & Entertain 17

18. WHAT does YOUR audience like?
Less Words, More Images
SHARE something interesting, beautiful, funny, thought-provoking, fashionable, etc. 18

19. INVOLVE listen to your audience, live the social web, understand it,
this cannot be faked
CREATE make new, relevant content for communities of interest
DISCUSS no conversation around it then may as well not exist
PROMOTE actively, respectfully, promote the content with the networks
MEASURE monitor, iteratively develop and respond or be damned!
KNOW YOUR AUDIENCE!
NOT A HANDS OFF ACTIVITY!
When hired out, ensure things are done in your style.
http://www.conversationagent.com/2008/11/involve-create-disuss-promote-measure---the-social-media-campaign.html
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20. 22

21. Feb 19, 2015
*Mobile Views change
#business #women #event
TODAYS HASHTAG
#WIBusiness #SocialMedia #IWD
#WiBbutterfly
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22. Don’t Feed Internet Trolls!
 Use Humour Tactfully (light)
 Counter Fiction with Fact
 Don’t Join the Trolls (i.e.
poke fun at them)
Troll-Free Community
1. Actively monitor
2. Set Boundaries
3. Be Nice/Kind
http://www.socialmediaexaminer.com/socialmediatrolls/ 24

23. MANAGE
© socialmediamarketinggirl

24. Have a Strategy. Make a Plan!
MEME example
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25. Platform Features Blurring
 multi-purpose service
 feature-creep
 Duplicate campaigns
across social networks
 Image size
http://adage.com/article/digitalnext/major-social-networks-losing-creative-potential/245722/ 27

26. Organic vs Paid
http://www.viralgains.com/2014/09/drive-conversions-social-media-networks/
ROI Cost Effective Example
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27. WHEN is your audience online?
• Manual VS Automation
• Real-time
• Notifications
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28. Platform # Scheduled Posts
LinkedIn 1-2 per day 2-5 per week
Twitter 6-10 per day 5 minimum per week
Facebook 1-2 per day 3-10 per week
Google+ 4-6 per day (including community
posts)
3-10 per week
Slideshare 1 per week
Pinterest 1-2 unique pins per week (first-
party content)
5-10 per week
Instagram 1-2 per day
Best Practices?
http://www.salesengine.com/sales/10-tactics-for-evolved-social-selling-mastery/
BLOGGING *1 per day 3 per week
http://blogs.constantcontact.com/social-media-posting-schedule/
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29. GROW
© Gadget Ninja

30. Build Your Community
http://moz.com/blog/a-visual-tour-through-the-basics-of-social-media-marketing
Who to connect?
What purpose?
The Tipping Point is that
magic moment when idea,
trend, or social behaviour
crosses a threshold, tips,
and spreads like wildfire.
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31.  Hashtag search
 Google Alerts
 Klout & Kred
 LinkedIn Pulse
 Twitter #Discover
 Information Databases
 Magazine, Newspaper, Encyclopedia and Academic
Journal Articles
 ETC…
Find & Get Ideas for Content
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32. Anyone can create and
share free content, but it
effectively belongs to
platform. We do the work,
they reap the profit. Like
Feudalism - the landlord
has all the control.
~Nicholas Carr
Digital Sharecropping
© Innogage
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33. Spend Time and Energy Creating
for and on YOUR ASSETS
“Visiting a company’s website is the
number one way fans prefer to stay in
touch with the brands they love, outranking
Facebook all the way down at number five.”
~ Forrester Research
1. Well-designed website
2. Opt-In Email List
3. Reputation for value
http://www.bandt.com.au/marketing/unpaid-social-
media-marketing-myth
http://www.copyblogger.com/digital-sharecropping/ 36

34. Want Your Own
Social Media Butterfly Image?
EMAIL
 Headshot (straight)
 Id social media apps for
business/personal
 2 colours (RGB format)
represent your business
Colleen G. McCauley
info@earthtobusinessmarketing.com
Use as a profile image, &/OR
post with a social media tip/question
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35. YOUR GOAL
Create content that leads to
conversation, which builds a
relationship that translates into
a return on investment!
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36. Social Media
Butterflies
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