Shannon Kinney, Dream Local

shannon@dreamlocal.com

Camden, Maine

July 2012

Latest Trends in Social Media

What to expect today:

- General tips and tricks

- What you should be doing,

measuring

- Tactics for Facebook,Twitter,

LinkedIn, Foursquare

- Q&A

From traditional media and

marketing tactics,

to new media

navigating this transition

is critical for your business

Social media has changed

our lives

our language

our behavior

our shopping habits…

our businesses

Why social matters

People are relying more heavily on

interactive online media for their

information via….

http://www.youtube.com/watch?v=DZ0fpMpyXJ0

Facebook now has more than

901 million ACTIVE

users

Questions get answered.Recommendations are made.

Conversations happen.Are you there?

Are you REALLY there?

Social Media Marketing

Win at social media

• Professionally designed page

• Thoughtful content strategy that incorporates

the personal touch, sales and marketing, and

outbound marketing strategy

• Listen and respond, stimulate conversation

• Utilize the new feature of outbound

commenting as your page

• WOW your fans!

Content is king

• One of the largest determining factors in how

well your site performs on search is the quality,

relevancy, amount of and freshness of your

content – and keywords!!

• Carefully consider your site content and how it

incorporates words people will search for you by

• Can you / should you blog? Try BDN Maine

Marketplace

Content is king

• Can you establish yourself as an expert and/or

resource?

• Blog suggestions:

• Top 10 FAQ about your business

• Overcome objections

• Consider – what do people type in to search engines

that you can answer?

• PLAN!

• Why a content plan is important

• What’s in a content plan?

• Your voice

• Important brand messages

• What will be posted where, when

• Standards for your content mix (marketing and

promotion, conversation, listening) – balance is

CRITICAL

• Promotions / strategies for fan base growth

Developing your content plan

Utilizing social media to drive traffic

to your web site:

How do they relate?

What content goes where?

What address do I promote?

How do I increase traffic to my site?

Facebook• Do I need to use it? If you

are able to, you should. If

you’re responsible for

marketing your business,

absolutely.

• Does my business need to

be there now? Yes. There

are no ifs, ands, or buts.

Regardless of your business,

you need to be represented

here. We can help!

• Top benefit: You stay top of

mind with people as they

browse – you’re part of the

conversation

Facebook: Statistics

• More than 50% of active users log in each day

• People spend over 700 billion minutes per month on Facebook

• 2.7 billion posts are “liked” or commented on each day

• 250 million photos are shared each day

• 1 million business page “likes” are happening each day – and that is shared with all of their friends

Source: Facebook

19 19

Facebook: What you should do

Post tips

• Know your audience

• Timing is important

• Clarity

• Mix it up and create balance

• Encourage conversation

• Encourage sharing / tagging

• LISTEN! Respond!

• Utilize photos and videos regularly

Pull in blogs or feeds

- Apps to use: RSS Graffiti, Dlvr.it, NetworkedBlogs

Facebook Voice

Outbound Marketing

• “Tagging”

• Posts

• Comments

• “Likes”, Featured Likes

• Grow your audience, business outreach

Fan Base Growth: Promote your page

• On your web site https://developers.facebook.com/docs/reference/plugins/like

-box/

• Email signatures

• Signs in location, on vehicles

• Stationary

• All marketing – when in doubt of what to

promote, promote Facebook

Fan Base Growth

• Turn buyers into fans at time of purchase

• In store – promote on receipts or verbally

• Online – add Facebook like box to thank you/conf

page

• Incentives – add a reward to incent

people to like page

• Facebook ads

• Word of mouth contests

Facebook Ads

• Powerful targeting

• Like search marketing but different

• Search = keywords, demand fulfillment

• Facebook = interests, demand generation

Facebook Ads

• Target your Fan’s Friends

Facebook Contests

• Define goals and details

• Get legal – use an app

• Prepare, promote and converse

• Fangate, use existing lists, shareable, content

submissions

• Encourage viral sharing (voting, getting likes)

• Manage and analyze

• Begin the REAL work – engage!

Twitter

• Do I need to use it? It is

powerful but not for

everyone

• Does my business need

to be there now?

Depends on your

business. If you create

and write a lot of

content, Twitter is a

fantastic tool. It works

extremely well for

searching, listening and

communicating quickly

with your customers

Twitter: What you should do

LinkedIn

• Do I need to use it? If you

would benefit from

sharing your background,

establishing your

expertise, and showing

who you are connected

to professionally, yes.

• Does my business need

to be there now? It’s

much more important for

companies interested in

hiring, and/or conducting

b2b business, but can be

a very powerful tool for

establishing expertise as

well

LinkedIn: What you should do

• Over 41% of LinkedIn users have generated

business from it

• 70% of Americans use it for job searches

• 85% of US Companies use it for recruiting

How can you use LinkedIn?

In the business world…

• Quality more important than quantity

• Start with your existing network

• Export them from your Outlook or CRM system

• Leverage free email account address books (yahoo!

Gmail, hotmail)

Building your networks

LinkedIn’s Guide to Small Business

Success Series

http://smb.linkedincreatives.com/

Foursquare• Do I need to use it? If you

enjoy showing businesses

that you frequent them, and

if you’re just a wee bit

competitive, it is a fun tool to

use. Great for deals or

visiting new areas

• Does my business need to be

there now? If your business

is retail, hospitality-oriented,

a restaurant or bar, we highly

recommend leveraging

Foursquare. It is a powerful

tool to offer deals, recognize

your best customers, and

monitor what customers are

saying about you on the

Web.

Foursquare: What you should do

Pinterest

Pinterest: What you should do

Google+ (G+)

• Do I need to use it? If you

enjoy Facebook for the

social aspect, or Twitter

for the opportunity to see

the news and content you

should be reading, you’ll

enjoy G+

• Does my business need to

be there now? We

recommend businesses to

strongly consider it

because it dramatically

increases search engine

rankings, but can

repurpose content

Google+ : What you should do

YouTube: 2nd largest search engine

Professionally designed page

YouTube: What you should do

One of the most common

questions:

HOW do I find the time?

Tools you can use

• Sprout Social

• Postling

• Hootsuite

• There are MANY others available - visit

hubspot.com and search “99 tools to generate

leads with social media”

Business Intelligence You Need

What you should monitor and how

• How are people finding your web site and

how? (Google Analytics)

• What demographics are you reaching on

social media (Facebook insights, social media

monitoring tools)

• How is your audience trending? (Fan base

counts)

• What members of my audience are

influencers and how should I target them? (social media analysis)

What you should monitor and how

• How engaged is your audience? (social

media monitoring, response times, time of day,

content type)

• How can you drive leads? (combination of

tools and measure conversion rates of content)

• How well do you show up on search

engines? And how to fix it? (Reputation

Management)

• When is my brand mentioned online? (Reputation

Management)

What you should monitor and how

• When is my brand mentioned online &

how do I respond? (Reputation Management)

• What is my share of voice amongst

competitors for key phrases? (Reputation

Management)

• What keywords should I optimize for? (Keyword analysis with predictive trends)

• Should I buy PPC advertising, and if so, what

business is it driving?

What you should monitor and how

• How is all of this effort changing my

business? Is my PLAN working? (Clear and

reasonable goals, then measure performance to

plan)

Best way to learn how to master

social media sites?

USE THEM

Watch peers

or bring in some help

Biggest tip for today:

Have a clear content plan

So what?

What does this mean to small –

medium businesses?

The rules of marketing have

changed.

We help you play the game by

the new rules.

AND, save you time.

Need help?

let us do it for you

while you run

your business!

shannon@dreamlocal.com

www.facebook.com/dreamlocal