westchester pc user group social media presentation

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� Why Use it? � We’ll cover

•  Facebook •  Twi9er •  LinkedIn •  Pinterest •  Google+

Social Media

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Why use it?

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It’s the new SEO � Social Media OpImizaIon (SMO) is the new SEO, or rather two halves of a whole.

� SMO is the distribuIon of social objects (videos, blog posts, tweets, Facebook updates) so that they’re opImized to rise to the top of any related search query, where and when it is performed.

� Social media is included in Google’s algorithm for search engine results: Google+ key

� SEO + SMO = Amplified findability in the tradiIonal and social web.

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It’s Huge � Facebook: 1.15 billion acIve users � Twi9er: 500 million acIve users � LinkedIn: 238 million users � YouTube: 1 billion users (4 billion views per day!) � Pinterest: 70 million users � Google+: 300 million monthly users � Blogs: 66 million blogs, 346 million people readers each day

6 www.marketingtechblog.com

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It’s Growing � As of January 2014, 74% of all online adults use social networking sites.

�  For adults ages 18-‐29, 89% of them use social networking sites.

�  For adults ages 30-‐49, 82% of them do. �  For adults ages 50-‐64, 65% of them do �  For adults ages 65+, 49% of them use social networking sites.

(Pew Research Center)

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It’s Real-‐Time �  Reveal the human side of a company, give it personality �  Provide useful informaIon that people won’t get elsewhere (or at least not as quickly)

�  Respond to comments, complaints, requests real-‐Ime � Have a plaeorm for announcing news, promoIons, events

� Generate new business leads

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Gefng Started � Map out your strategy � Define your business goals and objecIves for social media

�  Increase sales, brand awareness, engagement, drive traffic to your website, create a community on your page

�  IdenIfy your compeIIon and what disInguishes you from your compeIIon

� Define target audiences and key messages � Define categories/topics for social media updates

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Gefng Started �  Create your plan – align with off-‐line markeIng calendar �  IdenIfy the most important keywords for your business. Use these consistently in all posts, tweets, updates.

�  Set-‐up your profiles and pages and start posIng �  Ensure you have a consistent design/branding across all plaeorms

� Measure and adjust – traffic, comments, leads, etc.

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Social Media Plan �  Listen to what’s already out there:

�  Set-‐up Google Alerts for all your keywords, your compeItors, your own company name, your personal name, etc.

�  Use Social MenIon to search social media for menIons of your organizaIon / compeIIon

�  Use Google Search and Google Blog Search to find bloggers and other content creators in your space

�  Use Muck Rack to find journalists

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Social Media Plan �  Create your Content Calendar For PosIng

�  Define 5-‐6 content categories �  Set-‐up a 3-‐month calendar �  Add your key offline events and any milestones, holidays, etc.,

�  Align with your markeIng calendar �  Content should be a mix of original content/images, news updates and curated content/images

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Social Media Plan �  Set-‐up Google AnalyIcs to monitor web traffic � Measure and adjust – traffic, comments, leads, etc. �  Set-‐up and use a dashboard (Hootsuite, etc.) to manage your social media updates

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Why Use Facebook �  Increase visibility �  Connect with customers �  Increase engagement �  Promote your brand �  Create a community �  Promote and manage events � Give back to loyal customers through special offers and discounts

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Engage and grow your following � Write interesIng and relevant posts will encourage followers to engage with your posts �  Liking, commenIng and sharing are important �  Facebook uses the level of engagement to determine how many people see your posts

�  Reveal the human side of your organizaIon, give it personality

�  Provide useful informaIon that people won’t get elsewhere (or at least not as quickly)

�  Respond to comments, complaints, requests real-‐Ime � Have a plaeorm for announcing news, promoIons, events

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Engage and grow your following � Hold contests/sweepstakes/giveaways � Upload and invite your email list �  Invite your friends �  Run Facebook Ads

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Facebook -‐ Gefng Started

http://www.facebook.com/pages/create.php

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Facebook -‐ Gefng Started

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Twi9er � Microblogging site that enables users to send and read other users’ updates (known as tweets)

�  Text based posts �  160 characters total �  20 for username, 140 for message text

� Updates appear on the user’s profile page and are delivered to other users who have signed up to receive them (followers)

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Twi9er � An informaIonal tool – provides informaIon to others � A conversaIonal tool – respond to other people’s tweets and engage in dialogue

� Great way to network and communicate with new and old contacts

�  You choose the message, not the recipient

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Twi9er -‐ DefiniIons �  Tweet -‐ When you hit send on your 140 characters on twi9er it’s called a tweet or tweeIng �  Handle – your Twi9er name @GibbonsDigital – balance short with descripIve. �  Follow – this is simply the act of adding someone to your list of people you are following – this

makes their tweets show up on your homepage. �  Replies – this is what it is called when someone writes a tweet directly at your handle -‐

@GibbonsDigital cool post today blah blah – this is open an invite to engage with a follower. �  Retweet – this is a tacIc of republishing someone else’s tweet – the original tweet along with

author stays in tact, but you are basically showing someone’s tweet to your followers – many people find this a great way to add content and acknowledge good stuff from the folks they follow

�  DM – this is a message that is sent directly to another user. They must be following you for you to DM them, but this is a very useful tool for private messages and generally a good choice when you start going back and forth with someone on something your enIre base of followers might not find interesIng.

�  Hashtag – this is a way people categorize tweets so that others might use the same tag and effecIvely create a way for people to view related tweets – it will something like #markeIng – more on this in search.

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Anatomy of a Tweet

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Twi9er -‐ Gefng Started � www.twi9er.com �  Set-‐up profile � Add branding (logo, custom page) �  Search for relevant people, follow them �  Start tweeIng �  Retweet, tweet about products, tweet relevant news arIcles

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� Ask relevant quesIons on Twi9er and consumers are happy to share opinions

�  People like being asked to provide input on topics of interest

�  Thinking of offering a new product or service? Ask for input beforehand

�  Take advantage of the online community to gain feedback and generate new ideas that will result connect with the audience served by your business.

Engage and grow your following

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Engage and grow your following �  Follow people – they might follow you back � Add Twi9er link to your website homepage �  Include Twi9er icon on ALL materials that reach your target market

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LinkedIn �  The world’s largest professional network with over 175 million registered members and growing rapidly.

�  Connects you to your trusted contacts and helps you exchange knowledge, ideas, and opportuniIes with a broader network of professionals.

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Engaging on LinkedIn – Status Updates

�  Share links to interesIng arIcles, websites or video you have found that some individuals in your network might appreciate. Try to use words that grab the readers and encourage them to click the link.

�  Pose a quesIon that could lead to solving a problem you have, like: "Anyone know about…?”

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Groups �  Quickly discover the most popular discussions in your professional groups.

�  Have an acIve part in determining the top discussions by liking and commenIng.

�  Follow the most influenIal people in your groups by checking the Top Influencers board or clicking their profile image to see all their group acIvity.

�  See both member-‐generated discussions and news in one sefng. �  Easily browse previews of the last three comments in a discussion. �  Find interesIng discussions by seeing who liked a discussion and how many people commented.

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Groups �  Click on Groups Directory, search for your industry or a career keyword,

and find a group that fits your interest. �  Once you’ve been accepted to the group you can share relevant content by

starIng a discussion or posIng a link in the share box. �  Sharing consistently is a good way to quickly idenIfy yourself as an expert

in your field or industry. �  Click on your photo to see your updates as well as what’s changed in the

discussions you’ve started, joined or followed. �  Good way to keep track of discussions most important to you and your

career. �  Aper sharing, check out the newest discussions in the slide show below,

and cast your vote by liking or commenIng. �  Under each discussion you’ll see the last 3 members who have

commented, click on the headline to see all comments.

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Company Pages �  Central hub where millions of LinkedIn members can go to keep in the loop on company news, products and services, business opportuniIes, and job openings.

�  Also perfect place to start conversaIon with your customers, prospecIve clients, job seekers, post company updates.

�  Post industry arIcles and fun facts. �  These updates appear on your company page and also the pages of your followers.

�  Have followers Like your post so it goes viral. �  AnalyIcs pages to see acIvity on the page.

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What is it? � Pinterest is a “virtual pinboard” that lets people share anything and any topic on the web that they find interesIng and beauIful – e.g., pictures, quotes, recipes, etc.

� Centered around the social discovery of objects (as opposed to friends and family)

� Content is organized in “Boards” and organized in categories.

� Each piece of content is called a “Pin”

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Examples of Pins

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Pinterest is one of the largest social media networks on the web. The network saw +4377% growth between May 2011 and May 2012.

58 58 Mashable, 2013

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Engaging on Pinterest �  Build your brand out, share interesIng and relevant content, create engagement

� Add products with prices to drive awareness �  Service businesses can create posIngs with infographics that contains useful informaIon or a graphic with a quote

�  Post videos (hosted on YouTube) � Add links to your pins’ descripIons giving your business the benefit of your links carrying over with your pins when users re-‐pin them

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Gefng Started

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What is it? � Google+ is a social networking that is owned and operated by Google Inc.

�  Like Facebook – personal profiles and business pages

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Why use it? � No one loves Google more than Google. And, let’s be honest, you want Google to love your business and the content you produce too. If that’s not reason enough, I don’t know what is.

�  Increase your visibility and reach by offering great content on Google Plus that people will like and want to share

�  This will help with search engine opImizaIon (SEO)

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Engaging with Google+ �  Share lots of photos

�  Think about your business – what images, charts, slides can you share to ignite conversaIons

�  Share fresh content, interact with fans, etc. �  Promote your Google+ page on your blog and website � When you post a message, photo or link, ask your subscribes to share the content with their Circles

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Google+ Page – Gefng started �  h9ps://plus.google.com/pages to create your page �  Customize your Page �  Promote your page -‐ share some updates � Make connecIons, grow your circles

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Demographics -‐ Facebook �  86% of Facebook users are age 25 and older �  81% have some college educaIon or bachelors/graduate degree

�  58% earn $50,000 or more

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Demographics -‐ Twi9er �  81% of people on Twi9er are age 25 and older �  83% have some college educaIon or bachelors/graduate degree

�  47% earn $50,000 or more

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Demographics -‐ LinkedIn �  96% of people on LinkedIn are age 25 and older �  87% have some college educaIon or bachelors/graduate degree

�  71% earn $50,000 or more

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Thank You! Bridget Gibbons

[email protected] Gibbonsdigital.com @gibbonsdigital

{.com/gibbonsdigital

westchester pc user group social media presentation

Marketing