Understanding Social Media Marketig - Greater Phoenix SCORE

Understanding Social Media
Marketing

Giselle Aguiar, Social Media Strategist & Trainer 
AZSocialMediaWiz.com | @AZSocialNetWiz

© 2013 AZSocialMediaWiz.com
1

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Outbound vs. Inbound


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Marketing Basics

✦ Target Market: Clearly define - pain points
✦ Research: Which networks are they on? Find industry experts & influencers; follow
& share their content
✦ Create a Social Media Strategic & Tactical Plan
✦ Set-up a blog, social accounts & profiles with consistent branding, with SEO &
interconnect all with website
✦ Learn how to properly use the tools - each network “drives” differently
✦ Add social to collateral material & email signature
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Search Engine Rankings


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Panda & Penguin
✦ Google changed the game with the Panda update Feb. 2011
✦ Penguin came out April 2012 as a tweak to Panda
✦ The latest algorithm update: Hummingbird
✦ Lowers the rank of low-quality sites
★ Duplicate content
★ Keyword stuffing
★ Back links on irrelevant sites
✦ Giving the searcher exactly what they’re searching for
✦ Google wants fresh, relevant content written for the human
reader in natural language
✦ Follow Google’s rules for search engine optimization (SEO)

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It All Works Together


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Social Media Membership
✦ Facebook: 1.2+ billion
✦ Google+: 700+ million (350m active users)
✦ Twitter: 500+ million (215m active users)
✦ LinkedIn: 259+ million
✦ Pinterest: 70+ million


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Learning


!8

The Major Networks


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Which Network?
✦ Must have a presence in the major
ones
✦ Focus where the target market is
and
✦ The ones that’s bringing traffic to
the website


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Benefits of Social Media
✦ Establishes them as an expert in their field
✦ Increases brand visibility
✦ Exposure - The New Word of Mouth
✦ Networking – sharing – social amplification
✦ Lead generation
✦ Aids in SEO & increases website traffic
✦ Reduces marketing costs
✦ Helps promote their fresh, relevant content

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Why Social Media Marketing?
✦ People buy from whom they know & trust
✦ Build relationships - get to know the customers as they
get to know the business
✦ Engage – 2-way communication
✦ Offer value
✦ Give them something
✦ Customer service


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Buying Power

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© AZSocialMediaWiz.com | @AZSocialNetWiz

“New” Media Marketing


!14

Blogging is Content Marketing
✦ What they know
✦ Trends/Industry News
✦ Interviews/Commentaries
✦ Success Stories
✦ Hypothetical Situations
✦ “Don’t Let This Happen To You!”
✦ Reviews

!15


What to Blog About?
✦ Lists - 10 ways to….
✦ FAQs
✦ Repurpose Old Articles
✦ Informative/Useful Info
✦ Entertaining/Fun
✦ Guest Blogger
✦ Videos
✦ 300 words
✦ Editorial Calendar
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✦ Always add a graphic


How Often?

Source:
Hubspot


!17


Blog at Least 3x a Week
Monthly Page Views
1,691

1,087

402

Actual client* blogging
1x week
Started blogging 3x a week in June
*US-AfricaGateway.biz

!18


Google+
✦ A social network run by Google
✦ Public posts & links get indexed
in Google search engine
instantly!
★ If your business has 100
followers with active
engagement, your Google
search engine results
position can improve by 14
spots.
✦ You must have a personal account
with your name to create a
business page.
✦ Free video conferencing: Hangouts
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✦ Content authorship


Google+ Local


!20


Google+ Branding
Veriﬁed Local Business

Veriﬁed
Website

Hi-def Cover: 2120 x 1192 pixels
Square to round logo: 250 x 250 pixels

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YouTube
✦ 2nd largest search engine
✦ 1 billion users a month
✦ 6+ billion hours watched per month
✦ 100 hours of video uploaded every minute
✦ YouTube reaches more US adults aged 18-34 than
any cable network. (Nielsen)
✦ Owned by Google & YouTube comments will be fueled
by Google+

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YouTube Channel

✦ Connects with your Google+ account - make sure it’s
the business page!
✦ Defaults - general description with keywords
✦ Links to website & social
✦ In-video branding & call-to-action
✦ Free-use background music
✦ Channel Art - Branding in hi-def
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YouTube Channel Art

Not actual size! YouTube is the most difﬁcult to set up.
Hire a graphic designer create it.2013 AZSocialMediaWiz.com
©
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Going Viral

✦ KISS - Keep It Short & Sweet
✦ Make it funny
✦ Tug at the heart strings
✦ Something very useful

!25


LinkedIn
✦ World’s largest professional network
✦ Your virtual roll-o-dex
✦ 200+ countries & 20 languages
✦ 2 new members join every second
✦ 65% Male / 35% Female
✦ Over 75% are college educated
✦ Majority between ages 35 and 54
✦ Avg. household income over $110,000
✦ Over 3 million company pages

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The Power Formula
✦ For each Unique Relationship in your first level
✦ You will have approx. 100 additional number 2’s
✦ and 4,700 number 3’s
Your Friends - #1s

You
s

Your Friends’
Friends - #2s
Your Friends’ Friends’ Friends #3s

!27


LinkedIn Groups
✦ Best place to
network!
✦ Search groups & find
your target market
✦ Private vs. Public
groups
✦ Daily vs. Weekly
digest emails
✦ Participate & get
known

!28


LinkedIn Company Branding

✦ Upload a graphic 646 x 220 pixels

!29


Facebook
851 x 315 pixels
180 x 180 pixels


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Facebook
✦ More B2C than B2B
✦ Business pages are separate from personal pages
✦ Fill out the “About” section completely with relative
keywords
✦ After 30 likes - check insights
✦ Don’t buy Facebook likes


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Facebook Insights


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Twitter
✦ News no longer breaks, it tweets!
✦ A real-time platform
✦ You grow a following by following people, tweeting,
retweeting & sharing
✦ Goal is to get folks to RT (retweet) your tweets to their
followers
✦ Customer service - monitor your brand & respond to
questions

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Twitter Branding

Header: 
1252 × 626 px
Background:
1288 x 728 px

Note: Take into consideration the different sizes of
computer screens when designing your background.
You can also upload a graphic that repeats.


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Twitter Dos & Don’ts
✦ Thank folks for RTing, mentioning you & following
✦ Don’t share just your content
✦ Upload a picture or logo
✦ Don’t tweet the same thing over & over
✦ Follow folks who are worthy
✦ Tweet several times a day
✦ Don’t buy Twitter followers

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Pinterest
✦ A Virtual Pinboard
✦ All Visual - pin pictures & videos
✦ 2.5 million monthly page views
✦ 5 million pins per day
✦ 500,000 business accounts
✦ Promoted pins - coming soon!
✦ Rich pins

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Pinterest Branding


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#Hashtags
✦ A hashtag is the pound or number sign
(#) placed in front of a keyword or phrase
to make it clickable and searchable.
✦ Hashtags only work with letters &
numbers - no spaces between words
★ Yes: #socialmedia 
No: #social media
✦ Use them consistently in posts & tweets
✦ Use them to promote events:
#Metrocenter40th

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Magic Numbers

✦ LinkedIn - 50 connections + complete profile = “All-Star”
✦ Facebook - 30 likes - Insights
✦ Twitter - 100 followers - get insights with SocialBro
✦ Google+ - 100 “active” followers - increased ranking


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Keep Feeding Them


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10-4-1 Rule
✦ For every 15 posts...
★ 10 are other peoples’ content
shared with your followers
★ 4 are your original content or tips
★ 1 is a direct sales post


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Sweat Equity = ROI

✦ Start implementing & building relationships: Engage!
✦ Blog 3x a week, tweet & post several times a day
✦ Send out a Newsletter at least once a month
✦ Monitor brand & measure traffic to the website.
✦ Re-analyze & adjust the efforts based on site statistics

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Free Tools
✦ Hootsuite.com - schedule posts to LinkedIn updates,
groups, & company pages as well as Google+
✦ TweetDeck.com - schedule posts to Twitter, monitor
new followers and interactions
✦ SocialBro.com - monitor Twitter demographics, find
the best time to tweet and what time zones your
followers are in
✦ Feedly.com - RSS feed reader to curate content
✦ AddThis.com tool bar - makes it easy to share
content
✦ Follow & share buttons for your website to make it
easy for folks to follow you and share your content
✦ Bookmarking Sites: Digg, Reddit & StumbledUpon
✦ Google Keyword Tool


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It Takes Time!
✦ Don’t expect immediate results
✦ It’s a long-term commitment
✦ 6 months to 2 years to really build an online reputation
✦ Be consistent
✦ To outsource or not to outsource
✦ Constantly changing

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Resources
✦ eMarketer.com
✦ Hubspot.com
✦ MarketingSherpa.com
✦ SocialMediaToday.com
✦ SocialMediaExaminer.com
✦ AZSocialMediaWiz.com

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SCORE
✦ GreaterPhoenixSCORE.org - blog - we need content
✦ twitter.com/SCOREPhx
✦ facebook.com/SCOREphx
✦ plus.google.com/+ScorephoenixORG
✦ pinterest.com/phoenixscore/
✦ www.linkedin.com/company/greater-phoenix-score
✦ www.linkedin.com/groups/Greater-Phoenix-Score-2564681

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Steps to Social Media Marketing
1. Analysis
2. Define Your Target Market’s Persona
3. Research
4. Strategic Plan
5. Tactical Plan
6. Set-up & Integration - Optimize for SEO
7. Learn How to Properly Use the Tools
8. Implementation
9. Create & Curate Content & Build a Following
10.Monitor & measure


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AZ Social Media Wiz
AZSocialMediaWiz.com
@AZSocialNetWiz !
LinkedIn.com/giselleaguiar!
!

Free 30-minute Phone Consultation & Analysis!
giselle@AZSocialMediaWiz.com!
602-738-1700

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Understanding Social Media Marketig - Greater Phoenix SCORE

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