Building Online Buzz and Authority Using Social Media Recommendation Engines

Increase Brand & Online Awareness

Developing a cohesive and branded online
presence in the Web 2.0 world is a process that
takes time to develop and evolve – requiring a
long-term, comprehensive approach that
includes constant tweaking and fine-tuning for
continued improvement in order to stay abreast
and ahead of the myriad of changes that occur
all the time in the online marketing frontier.
Success lies in a deliberate and well-
orchestrated effort across a variety of channels
that in combination, serve as a megaphone to
get your message to your audience.
Confidential | Flutterby Media

Integrate Social Media Marketing
into your overall strategy…
To get your message out and heard above
the noise, the key is to create a Social
Media Platform (SMP) that works as a part
of your existing overall marketing strategy
to amplify your message, where your
audience is, when they are there.

Use a long-term multi-prong approach …

Drive traffic to your site by:
• Creating an SEO friendly website
• Creating responsive and/or
mobile optimized/friendly version
of site
• Publishing new and unique
content frequently on a variety of
channels, and keeping them
‘active’
• “Socializing” and connecting with
‘competitors’ and other relevant
entities in your space on Social
Media Channels
• Staying top of mind using a
newsletter and ‘being there’ when
your prospect is ready to do
business
– Takes 7 ‘touches’ on average
before a sale is made
• Consider PPC (Pay Per Click)
Advertising through Google and
perhaps on Facebook’s version of
PPC
Generate leads with a comprehensive strategy …

Let’s stay focused on …

Why Social Media?

Increase your reach and search results by publishing often, being interesting,
providing valuable information and doing it on as many channels as possible.
Social Media channels are sometimes referred to as “recommendation engines” or referral
networks” because people are more likely to use a service or product that one of their
friends/contacts suggested.
Create and publish “digestible” information … constantly … on
sites like YouTube, Pinterest, Google+, Twitter, Facebook Pages,
LinkedIn Company Pages, and Slideshare. All these channels
exist outside of ‘walled gardens’ and are therefore visible to
the search engines, making your content potentially part of
the search results when a user types in a query … increasing
the chances of getting someone into your network.
You’ll quickly get a leg up on the pack especially if your
competitors haven’t picked up on this increasingly important
component of organic (vs. paid) search placement.
Social Media: Word of Mouth for the Digital Age

How much is it worth for even a fraction of this time and getting to
enter into a two-way conversation with your audience?

What are some of the advantages of this approach?

Social media has benefits.
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Drive most engagement in comparison to email or website alone
Helps to increase affinity for your brand
Helps to create a sense of ‘community’ around your brand Gives
your ‘tribe’ a place to ‘follow you’ and gives them ‘access’
Makes it socially acceptable for your brand to be in that space and for your brand
to participate in the conversation that is already going on
Great way to provide customer service and be where your customers are – when
they are talking about your brand or your industry anyway because it gives you a
chance to answer questions from prospects and customers alike – position
yourself as authority and resource on your subject
Gives you valuable information about your brand right ‘from the horse’s mouth’
(i.e. the users of your product/brand/service), giving you a “fly on the wall
effect”
Helps tailor your message to the right format and the right places by ‘packaging’
the information in the appropriate sized bits and formats and then making it
available wherever your audience is looking for it
Since Facebook business pages, Twitter profiles, Google+ profiles, and LinkedIn
Company pages are visible to the search engines, if you are contributing to the
conversation and answering the questions users have, you effectively increase the
chances of your content showing up in organic search engine results, thereby
increasing the chances of getting in front of a bigger and wider audience than
traditional marketing channels.
Makes your company’s persona come alive
For the most part social media channels are ‘free’ to use for marketing purposes
– upgrades to paid versions are not that much more expensive
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“STAYING IN THE LOOP”
with your audience is
easy and possible
using a cohesive
Social Media
Platform that helps
you stay in front of
your customers and
also to get in front of
potential new
customers

Just the same ol’ tools…
Repurposed.
| FlutterbyMedia | Confidential |

10 things you didn’t know about the state of Social
Media in 2014 …
• Pinterest (21%) is now more popular than Twitter (18%)
among Internet users.
• Women are four times more likely to be Pinterest users
than men.
• Facebook is ageing. 45% of Internet users aged 65+ use
Facebook.
• Pinterest attracts older people. Twitter and Instagram are
still youth dominated networks, but 23% of Internet users
aged 50+ use Pinterest.
• Contrary to popular belief, most people aren’t using
multiple social networks. Over 50% of Internet users
either don’t use any social networks, or use just one (i.e.
Facebook).
• Facebook and Instagram users are the most engaged.
Around 60% of their users sign in every day (compared to
46% of Twitter users)
• Almost all social networkers use Facebook. In fact, over
80% of ‘other’ social network users also use Facebook.
• Instagrammers also use Twitter. There is a 50% crossover
between the networks.
• Pinterest and LinkedIn are stand-alone networks. There is
much less crossover usage with other networks (except
Facebook).
• Pinterest and LinkedIn users are wealthier than the other
networks with a high percentage earning over $75000 PA.
You can read the full report from Pew Internet here.

For your information and in case you’re interested…
EVEN MORE STATS…

Social Media channel use by age bracket 2005-2013

What are these channels for and how many active users do they have?

Generate a powerful social media buzz for your business
by using your channels effectively, as a cohesive platform...
Confidential|FlutterbyMedia
Why do I need all
these channels?
Twitter Facebook /
Google+
Blog / Link
Building
YouTube /
Vimeo / Metacafe
Website /
Slideshare/
Pinterest
CHANNEL
Share industry
related
information,
links to new
content in 120
characters or less (so it
can be RT)
-
Join in the
conversation, find
tweeples to follow,
retweet, #FF, follow
people back
Share
information in
a few engaging
sentences
-
Show the ‘human’
side of your
business,
comment/like
others posts, find
new fans
Share
anecdotal
information
(blog posts: 250-500
words, but for comment
posting as applicable- stay
succint and to the point)
-
Respond to &
moderate
comments,
comment on
other blogs for
interlinking
efforts
Share up to
1.5 min
videos:
how to’s,
day in the
life, & quick
tips
-
Respond to &
moderate
comments,
create video
responses,
accept friend
requests, find
new
subscribers
You are a
resource to
others –
GATHER all
content here
-
Add new content.
Daily QA of site verify
functionality is
optimal. Consistent
effort to improve UI.
-
When utilized
efficiently
and
cohesively,
your message
can reach an
exponentially
larger
audience
using the
power of
online
distribution
channels
without a
huge time
investment.

Want more leads? Want to find more customers?
Using Social Media, and especially posting highly visual content works ...

Your audience is already there, why not
take advantage and tell your brand story?

WHAT’S STOPPING YOU FROM
GETTING SOCIAL?
Businesses who are relentless in building a following on social media are in
fact creating their own publishing platforms, growing their marketing
channels and content distribution networks. It is a digital asset that grows
every year. Over time it can provide huge leverage and marketing
independence if done right.

To get your message out above all the noise
so you can get to work on building those relationships,
you need a PLATFORM that works cohesively as a unit
to communicate your message in a consistent and
branded fashion across a variety of social media channels.

Ok, now what?...
{the work commences on getting search engines and
bigger #’s of targeted people paying attention &
influencing your brand’s reputation by …}
How?
Create a solid Social Networking
Infrastructure, a.k.a. SMP =
Social Media Platform from
where you can consistently and
easily communicate your
message in an engaging format
by creating a place for a two-
way conversation.

Are people talking about you with AFFINITY?
Building an online community is not much different
than what we do to develop a new friendship in our daily lives …
it’s all about BUILDING RELATIONSHIPS. Think of it as a place for a TWO-WAY CONVERSATION TO TAKE PLACE
WITH YOUR AUDIENCE … WHERE SHARING HELPFUL AND RELEVANT INFORMATION POSITIONS YOU AS A RESOURCE
AND AUTHORITY ON YOUR AREA OF EXPERTISE. By doing this, you are in effect giving your audience what
they want: direct access to your brand/product/service/expertise.
A Social Media Platform (SMP)
sets the stage for a two-way
conversation which in turn,
INCREASES BRAND AND ONLINE
AWARENESS, allowing you to
leverage these social media
channels and their power as
‘recommendation engines.’

YOUR PLATFORM BECOMES A MEGAPHONE
TO GET YOUR MESSAGE OUT.
SOCIAL MEDIA CHANNELS YOU CAN INCLUDE IN YOUR ONLINE MARKETING PLATFORM:
•
•
•
•
•
•
•
•
•
•
•
•
Facebook Fan page
Facebook Business Profile {a.k.a. “Fan page”}
Flickr / Instagram
FourSquare Company Page
FourSquare Profile
Google+ Company Page
Google+ Profile LinkedIn
Profile
LinkedIn Company Page {Spotlight pages}
Pinterest business profile
Twitter Profile
YouTube channel | Vimeo | Metacafe
CONTENT SHARING CHANNELS/TOOLS/PLATFORMS
THAT SERVE AS REPOSITORIES FOR INFORMATION:
•
•
•
•
•
•
•
Email Marketing Newsletter (e.g. Constant Contact, Mail Chimp, Mad Mimi)
Slideshare Library (serves as content depository)
Pinterest | Mulu | Manteresting
Flickr Library
Instagram Library
Bloomfire (set up a training room) PitchEngine.com
(for media library: Press Releases)
Tools to use to share:
•
•
Bit.ly (URL shortener)
Hootsuite (to manage/schedule posts on various SM networks / don’t use for FB posting)
AT THE FOUNDATION OF IT ALL IS:
• Editorial Calendar & Content Production and Distribution Schedule to organize efforts around your message
– Good content production & distribution strategy/schedule to ensure constant flow of relevant, authentic content flowing out to your networkin a constant,
focused, and effective manner
• Search engine friendly/user friendly website built with Content Management System like Wordpress
– Easy hosting solution like BlueHost / GoDaddy
Good information from Google Alerts, Analytics & Webmaster Tools, & Klout Scores
BackLinks (comment posting)
Directory Listings: Google Places, Manta, Yellow/White Pages and other top directories
•
•
•

Position as an authority• Share ‘breaking’ news (stay on top with
Google Alerts and by subscribing to industry
leaders)
• Share helpful, relevant content often and
include opinion or comments (follow 80/20
rule – 80% others info and 20% yours)
• Participate in forums, discussions on
LinkedIn, anywhere the relevant
conversation is happening
Position as a resource
• Submit articles to industry or trade sources
• Post insightful blogs with take-aways
• Share relevant information on social media channels (80/20 rule)
• Post relevant content that answers users questions on all your channels
to keep search engines interested
• Create helpful downloadable reference guides and upload to content depository
By consistently sharing relevant
and helpful information on your
SMP, your brand becomes a
trusted resource and the go-to
for information about your topic

Consider putting these in place as part of your
overall marketing strategy ...
o A Branded & SEO-friendly website where you
have a repository for ALL your ‘stuff’ and that
serves as a hub for your ‘network’ where current
& potential customers can get information and
get in touch with you
o Is it Responsive Design (i.e. will it adjust to the browser
size the user is ‘entering’ from?)
o Seek out & Maintain Directory Listings: Get
yourself found by people. TIP: fill them out
completely and include as many links to your
network as possible.
o Get a Content Strategy in place (using an Editorial
Calendar & Content Production and Distribution
strategies that take full advantage of repurposing
content)
And a few more goodies to consider to add even more punch!
o Direct Marketing campaigns
o Podcasting for SEO & Building online reputation
o Video Marketing
o Email Marketing

How do you standoutin the crowd?
Flutterby Media helps businesses create comprehensive marketing solutions.
Helping businesses just like yours stand out from the crowd by providing customized
solutions that work for your budget and resources are our specialty.
What’s stopping you from
standing out from the crowd?

A unified, consistent, and branded presence on the world wide web helps
your business stand out in today’s tech-savvy, lighting fast world.

Barbara Gray
Head Geek in Charge
Flutterby Media
T: 561 654 1084
barbgray@flutterbysocialmedia.com
www.flutterbysocialmedia.com
Thank you for your time.
What questions may I answer for you?

Building Online Buzz and Authority Using Social Media Recommendation Engines

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