social media bootcamp
TRANSCRIPT
Social Media Boot Camp:
Facebook, Twitter, Pinterest, and Video
Amy NeumannDirector SEO/SEM/SMONortheast Ohio Media [email protected] 25, 2013
Social Media Boot Camp
• What is the current social media landscape?
• Why does social media matter for businesses?
• Who, what, when, where, why and how:
– Facebook– Twitter– Pinterest– YouTube– Other Sites and Resources
What is the Current Social Media Landscape?
SOCIAL MEDIA = PEOPLEWhere they are…
When they’re listening…
How they prefer to interact…
With the information they want…
On a phone, tablet, computer,at work, at home,
ANYWHERE!
“Social Media”
Humans tend to universally like certain things: to be entertained, to learn, to save time, to save money, to be ahead of the curve, to feel inspired, to help others, to share, to grow.
How does your strategy fit into the humanness of marketing?
[Make People Feel Like They Do Watching This.]
https://www.youtube.com/watch?v=RP4abiHdQpc
Highlights -201 3 Social Media Users
• Facebook: 1.15 BILLION (750 mm mobile)
• YouTube: 1 Billion+• Twitter: 550 million +• Google Plus: 500 million +• LinkedIn: 238 million +• Rising *Visual* Stars: Instagram ( 150
mm; owned by Facebook), Pinterest (70 mm)• 5.98 BILLION mobile devices globallyhttp://expandedramblings.com/index.php/resource-how-many-people-use-the-top-social-me
dia/http://www.mediabistro.com/alltwitter/45-social-media-stats_b49582
Visibility at All Times • We “Share This”
• We talk about what we like (or don’t like)
Social Media Landscape Right Now
• Social media is the new “Word of Mouth”• Things are discovered, reviewed, shared
and recommended in real time• Credibility is developed by being visible
as an expert• Familiarity and trust are created
through ongoing interaction, in many places, many ways
• Customer service is greatly enhanced by the ability to immediately interact and connect
• Brands are expected to be on social media, and to present unique, exclusive content
People
• What do they see?
• Is your expertise showing? Social Media helps make sure it is.
• Is your expertise showing? Social Media helps make sure it is.
You and Your Company
Social Media Increases “Serendipity”
“If you want more luck, take more
chances. Be more active. Show up more
often.” ~ Brian Tracy (good summary of Social
Media)
Conversational and Other-Focused
• Remember the “social” piece – the more interactive, the more results
• Keep the conversation 80-90% about THEM and only 10-20% about your company
• Sharing content that is helpful and useful to people who might buy your product will drive connections
10 Questions to Ask: Social Media Strategy1. What’s our main goal behind social media?2. Who should set up, maintain our social media?3. Should we be on all the big social media platforms?4. Which social media is best for my type of business? (B2B? B2C?)5. How often should we do updates?6. What type of content should we post on each network?7. Should we use social media for customer service?8. How can we convert social media followers into customers?9. How can we measure effectiveness/success?10. What are the biggest mistakes to avoid?
Adapted from http://www.entrepreneur.com/article/228324
It’s Art + Science
Facebook: It’s Personal, and It’s Business• Entertainment
focus• Photos increase
engagement by 84%
• Appeal broadly to human interests
• Contests and promotions do well*
• Updates do not need to be about your company
• Show your personality
*Third-party services like Offerpop, Woobox, Shoutlet, Wildfire, etc. are good options for running contests – FB has specific promotion and contest rules: https://www.facebook.com/page_guidelines.php
Skittles: Uses FB to connect with consumers in a goofy/quirky way—build customer relationships by
appearing non-corporate, meeting customers on a fun level. https://www.facebook.com/skittles
Who Uses Facebook?
A Bit about Twitter(Twitter also owns Vine)
https://business.twitter.com/success-stories
Twitter: @Claire’s Definition of “Tweet”
http://www.businessinsider.com/best-brands-to-follow-on-twitter-2013-9#
Who Uses Twitter?
It’s Easy to Start
http://goodplustech.com/2010/11/03/how-to-set-up-twitter-in-3-minutes/
Twitter: Proactively Find Clients
[ https://twitter.com/search-advanced]
“Pinterest is a tool for collecting and organizing” and for learning, tutorials, infographics, DIY, product uses, inspiration, humor, and more. http://business.pinterest.com/
http://webuildbuzz.com/buzz/everything-you-need-to-know-about-pinterest/
YouTube (Owned by Google): Get Product Demos, Testimonials, Tutorials,
and Usage Ideas in Front of Buyers
http://www.jeffbullas.com/2012/05/23/35-mind-numbing-youtube-facts-figures-and-statistics-infographic/
Blendtec A champion in video marketing with a great YouTube channel where they house all
their "will it blend" videos and ask for requests for more things to blend. http://www.youtube.com/user/Blendtec
LinkedIn: Brilliant for Networking
• Find buyers at target companies
• Be discoverable
• Keep your profile updated:
– Professional photo– Current title and company– Succinct Summary including
keywords– Complete history allows for
faster networking– Add causes and volunteer
work– Join relevant Groups and
interact
Instagram: Younger Demo, Owned by Facebook
Google Plus
• Jump in now!– 500 million people have joined– Marketing is now focusing on G+ for
2013 and beyond– Increasingly important from a local,
social signal, and (SEO) search perspective .
– G+ already affects SEO – especially locally – in a major way
• Claim both your Google Plus and Google Plus Local (Google Places) Page to be Verified
• http://www.google.com/+/business/get-started.html
Metrics and Measuring• Use a platform like Hootsuite (or
Radian6, Vocus, Vitrue, Sysomos, ArgyleSocial, etc.) to monitor mentions, schedule some posts/tweets/updates, and track results from shortened links
• Shorten URLs (web addresses) with a link shortener (Hootsuite’s is built it, or try bit.ly or similar) – these track opens on links so you can determine which articles perform best
• Monitor keywords like business name, products, and #hashtags in your industry
Recommended Resources• http://www.socialmediaexaminer.com • http://socialmediatoday.com/• http://mashable.com• http://techcrunch.com • http://www.reelseo.com/ • http://www.socialbrite.org/sharing-center/tutorials/• http://mashable.com/guidebook/twitter/• http://help.linkedin.com/app/answers/detail/a_id/530• http://computer.howstuffworks.com/internet/tips/how-to-use-faceb
ook.htm• http://support.google.com/plus/?hl=en
https://business.twitter.com/success-stories • https://www.facebook.com/business/success• http://business.pinterest.com/success-stories/• http://tactfulsocialmedia.wordpress.com/2013/05/01/social-media-avatar-sizes-di
mensions-cheat-sheet-2013/
• https://business.twitter.com/success-stories
Summary• A majority of Americans now use Social Media• SM can proactively create a new stream of
clients, and enhance customer service for existing clients
• Top SM sites to grow and maintain a client base are:– Twitter– Facebook (B2C)– LinkedIn (B2B)– YouTube– Google Plus– Pinterest– Instagram
Questions?This presentation can be downloaded at
http://slideshare.net/amyneumann
Amy Neumann [email protected]
Director SEO/SEM/SMO 216.999.5746
• Passionate fan of all things tech and media for 19+ years with companies like Yahoo! and AT&T. Currently delighted to be at Northeast Ohio Media Group (NEOMG) doing everything Search & Social
• Often seen writing about topics involving social media, search, social good, mobile, developing technology, and similar including for Forbes, the Huffington Post, two personal blogs (Good Plus Tech and Charity Ideas Blog) and numerous other websites and printed publications
• Originally hails from Northeast Ohio with a brief stop (16 years) in Los Angeles before returning to the Cleveland area mid-2011
• Let’s connect! Just Google me ;)
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About Northeast Ohio Media Group
The Northeast Ohio Media Group is a digitally-focused media company that launched in August 2013. We operate
cleveland.com and the Sun News and are responsible for all multimedia ad sales and marketing for The Plain Dealer, Sun News
and cleveland.com. We also provide content to The Plain Dealer,
cleveland.com and the Sun News.
Together we are the #1 source of news and information in Northeast Ohio, serving over 1.3 million readers in print and online.
We deliver your audience wherever they are!
About Advance Publications and Advance Digital
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Founded in 1922 and currently #52 on the Forbes list of America’s Largest Private Companies, Advance Publications is a communications company whose leading media properties include more than 25 local newspapers, websites, mobile sites and apps; Conde Nast publications, websites, mobile sites and apps; Parade Publications, Fairchild Publications and American City Business Journals.
In addition to reaching more than 18.9 million consumers every month, Advanced Digital is an authorized reseller and representative of Google, Yahoo! and Bing, and was recently recognized as the 2013 Microsoft Digital Marketing Partner of the Year.