#strongertogetherSM @MuskokaJen @Audreyvp

Jen Morgan Anderson @muskokajenAudrey van Petegem @audreyvp

November 26th, 2015

The Good, The Bad & The Ugly: Social Media

#strongertogetherSM @MuskokaJen @Audreyvp

#strongertogetherSM @MuskokaJen @Audreyvp

Social Media Platforms

#strongertogetherSM @MuskokaJen @Audreyvp

Social Media Platforms - 2008

● 110 Social media platforms in 2008 in 22 different use categories

● In 2015 we have now almost 30 different uses and an average of 10 per uses

● With almost half of the original ones obsolete

#strongertogetherSM @MuskokaJen @Audreyvp

Top Social Media Platforms

Let’s

not forg

et ab

out

blogging!

#strongertogetherSM @MuskokaJen @Audreyvp

Social Media Explained

#strongertogetherSM @MuskokaJen @Audreyvp

Platform Stats

● 1.4 billion monthly active users● 66% of men online and 77% of women online● Age:

○ 18 - 29 = 87%○ 30 - 49 = 73%○ 50 - 64 = 63%○ 65+ = 56%

● Region (U.S.):○ suburban = 72%○ urban = 71%○ rural = 69%

FACEBOOK: KEY STATS

htt

p:/

/sp

rou

tso

cial

.co

m/i

nsi

ghts

/new

-so

cial

-med

ia-d

emo

grap

hic

s/

#strongertogetherSM @MuskokaJen @Audreyvp

● Education:○ college degree = 74%○ some college = 71%○ high school = 70%

● Income:○ > $75,000 = 72% ○ $50,000 - $74,999 = 74%○ $30,000 – $49,999 = 69%○ < $30,000 = 77%

FACEBOOK: KEY STATS (CONT.)

#strongertogetherSM @MuskokaJen @Audreyvp

TWITTER: KEY STATS

● 304 million monthly active users● 24% of men and 21% of women● Age:

○ 18 - 29 = 37%○ 30 - 49 = 25%○ 50 - 64 = 12%○ 65+ = 10%

● Region (U.S.):○ urban = 25%○ suburban = 23%○ rural = 17%

#strongertogetherSM @MuskokaJen @Audreyvp

TWITTER: KEY STATS, CONT.

● Education:○ college degree = 30%○ some college = 24%○ high school = 16%

● Income:○ > $75,000 = 27%○ $50,000 - $74,999 = 27%○ $30,000 – $49,999 = 21%○ < $30,000 = 20%

#strongertogetherSM @MuskokaJen @Audreyvp

INSTAGRAM: KEY STATS

● 300 million monthly active users● 22% of men and 29% of women● Age:

○ 18 - 29 = 53%○ 30 - 49 = 25%○ 50 - 64 = 11%○ 65+ = 6%

● Region (U.S.):○ urban = 28%○ suburban = 26%○ rural = 19%

#strongertogetherSM @MuskokaJen @Audreyvp

INSTAGRAM: KEY STATS (CONT.)

● Education:○ college degree = 24%○ some college = 31%○ high school = 23%

● Income:○ > $75,000 = 26%○ $50,000 - $74,999 = 26%○ $30,000 – $49,999 = 23%○ < $30,000 = 28%

#strongertogetherSM @MuskokaJen @Audreyvp

PINTEREST: KEY STATS

● 50 million monthly active users● 13% of men and 42% of women● Age:

○ 18 - 29 = 34%○ 30 - 49 = 28%○ 50 - 64 = 27%○ 65+ = 17%

● Region (U.S.):○ urban = 25%○ suburban = 29%○ rural = 30%

#strongertogetherSM @MuskokaJen @Audreyvp

PINTEREST: KEY STATS (CONT.)

● Education:○ college degree = 32%○ some college = 30%○ high school = 22%

● Income:○ > $75,000 = 34%○ $50,000 - $74,999 = 30%○ $30,000 – $49,999 = 28%○ < $30,000 = 22%

#strongertogetherSM @MuskokaJen @Audreyvp

LINKEDIN: KEY STATS

● 347 million members● 28% of men and 27% of women● Age:

○ 18 - 29 = 23%○ 30 - 49 = 31%○ 50 - 64 = 30%○ 65+ = 21%

● Region (U.S.):○ urban = 32%○ suburban = 29%○ rural = 14%

#strongertogetherSM @MuskokaJen @Audreyvp

● Education:○ college degree = 50%○ some college = 22%○ high school = 12%

● Income:○ > $75,000 = 44%○ $50,000 - $74,999 = 31%○ $30,000 – $49,999 = 21%○ < $30,000 = 15%

LINKEDIN: KEY STATS

#strongertogetherSM @MuskokaJen @Audreyvp

#strongertogetherSM @MuskokaJen @Audreyvp

#strongertogetherSM @MuskokaJen @Audreyvp

Branding● Be consistent! Each channel should have the same look, feel, voice, images, and

font. This will strengthen your brand and helps with recognition.

● The name needs to be the same across all platforms. Avoid being @winedrinker on one channel and then using @winelover or @wino on another.

● What is your voice? Is it official? Humorous? Helpful? Light? - Be consistent and authentic to your brand

#strongertogetherSM @MuskokaJen @Audreyvp

Branding

Before...

#strongertogetherSM @MuskokaJen @Audreyvp

…….After

#strongertogetherSM @MuskokaJen @Audreyvp

#strongertogetherSM @MuskokaJen @Audreyvp

Social Media Strategy - Think Virtual Party!1. Don’t just talk about yourself. I like to use the 30-30-30-10 rule.

2. Be a good listener. Read, like and comment on other people's posts.

3. If someone asks you a question, answer them!

4. Nobody wants to listen to someone negative.

5. Be yourself!

6. Have fun! Who goes to a party to not have fun? The same mindset needs to go for social media as well. Nothing is more rewarding than when you post something you find interesting and people comment, like and share it!

#strongertogetherSM @MuskokaJen @Audreyvp

Social Media Goals1. Sell a product

Facebook, website, Pinterest, Instagram2. Create awareness

Google Business, Facebook, Twitter, Instagram, YouTube3. Allow people to review your services

Yelp, Foursquare/Swarm, Facebook, Twitter, YouTube, LinkedIn, Tripadvisor4. Create a community

Facebook, Twitter, Instagram, Google+5. Help people find you

Google Business, Yelp, Foursquare/Swarm, Twitter, LinkedIn, Tripadvisor

#strongertogetherSM @MuskokaJen @Audreyvp

FacebookPlatform to show a more personal side as well as professional side to your business. Secondary goal is networking.

● Share 1 piece of related news or info (preferably with image or video). This can also be a image quote you made.

● Post a new article or just a repost of an old article.● Like, write comment on and/or share a post of a relevant business page.● Respond & give thanks to comments received.

#strongertogetherSM @MuskokaJen @Audreyvp

Facebook● Paid vs Organic● Boost Post or Promote Page? ● Call to Action (adds a call or send message button to the top of your page)● Connect all platforms to Facebook Business page by using Woobox

For further information on enhancing your Facebook page read this!

https://www.linkedin.com/pulse/facebook-business-page-6-points-make-your-success-audrey-van-petegem?trk=prof-post

#strongertogetherSM @MuskokaJen @Audreyvp

TwitterTo share posts, easiest way to get followers. Can put into lists for easy organizing. Twitter is invaluable for conferences using #, networking and solidarity.● Re-post an interesting post/listing ● Post a least one pin from pinterest (if using)● Post something about yourself

(shows you are real) ● Chat (reply or comment) with 1 person● Give thanks to testimonial and sharing● Follow 1 new business/person ● Follow back relevant new businesses

#strongertogetherSM @MuskokaJen @Audreyvp

Why Hashtags? ● to follow a topic/trend/event● for humor (#saidnooneever)● when at an event to follow the convos

(#StrongertogetherSM)● branding (#Gateway2Muskoka)● searchability ● it is the clear word/phrase in the

consistent buzz on the internet

#strongertogetherSM @MuskokaJen @Audreyvp

Use hashtags on: Twitter • Google+ •

Instagram • Tumblr • Youtube

No hashtags on: Facebook • Pinterest

#strongertogetherSM @MuskokaJen @Audreyvp

InstagramSmartphone-based app that allows you to share images and videos. Can add vintage filters and effects. Easily links to Facebook, Twitter, Swarm (Foursquare) and Flickr.

● Share images/videos of your products, workspace, people, etc.● Follow, like and comment on other user’s posts● Respond & give thanks to comments received; use @username to mention

people● Send to Facebook and Twitter when appropriate● Can be used to sell products - great for artists & craftspeople

#strongertogetherSM @MuskokaJen @Audreyvp

PinterestA visual platform to drive traffic to your site. A great resource in getting story ideas and content to post on social media platforms.

● Post one new pin w/ commentary, tweet pin and share on Facebook● Like or Re-pin & comment on 2 pins. ● Follow back relevant new pinners/businesses.● Through Hootsuite post scheduled pin on Facebook and Google+● Since there are no dates on this platform you can pin as much as you want

at a time!

#strongertogetherSM @MuskokaJen @Audreyvp

LinkedInFocus on being a professional and an expert in your field. Gives the ability to network within your field.

● Join and post in relevant groups - this is a way to connect with other professionals within your field

● Ask for past clients/customers to write a testimonial● Don’t have a blog? Use theirs!● Post updates ● Share relevant articles to show you have your finger on the pulse in your

specialty

#strongertogetherSM @MuskokaJen @Audreyvp

Google My BusinessGoogle has recently made it easier to access pages, search tools and maps in one place: the My Business dashboard.

● Enter your location (can be hidden), contact info, hours, service area, etc. ● Create a page with images, info about your business, etc.

#strongertogetherSM @MuskokaJen @Audreyvp

#strongertogetherSM @MuskokaJen @Audreyvp

MetricsLooking at your metrics can help you refine your strategies by figuring out what types of posts resonate most with your audience.

Facebook Twitter

#strongertogetherSM @MuskokaJen @Audreyvp

Social Media Dashboards● Manage multiple accounts from one unified dashboard● Schedule posts in advance● Analytics for all your accounts● Examples:

○ Hootsuite

○ Buffer

○ Sprout Social (paid)

#strongertogetherSM @MuskokaJen @Audreyvp

WebsitesCommon CMS (Content Management Systems):

● Wordpress (.com is free but limited; .org is free but requires own hosting account)

● Weebly (free*; $8/month U.S. for basic premium)

● Wix (free*; $10/month U.S. for basic premium)

● Squarespace ($8/month U.S. for basic year subscription)

● Adobe Business Catalyst ($11/month U.S. for basic year subscription)

#strongertogetherSM @MuskokaJen @Audreyvp

Blogging - How-tos

● Always add an image● Post can be as short a 50 words with an image● Generally speaking post should be between 200 and 500 words● Write from your heart - something that you are passionate about● We love lists! (ie. 5 Reasons Why We Love Lists)● Make it current/seasonal/relevant (with links)● Have a takeaway or call to action● Think keywords (SEO)● Keep it Simple!

#strongertogetherSM @MuskokaJen @Audreyvp

What is SEO? Simply put…...

#strongertogetherSM @MuskokaJen @Audreyvp

Blog/SEO● Having an active blog on your site is good for SEO - Google likes fresh content● An opportunity to link to other sites and vice versa - more outbound & inbound

links● Posts can be shared on social media and entice people to click through to your

website, especially if the content is interesting or valuable to the reader● Tagging increases SEO● Post to Google + for google searches

#strongertogetherSM @MuskokaJen @Audreyvp

YouTube/SEO● A simple and easy way to embed videos on your website - don’t have to worry

about video files taking up server space● Can be easily shared to other social media platforms● 2nd largest search engine on the www - 3 billion searches per month● Included in Google results for both Web and Video searches● Can get a “vanity URL” if you have 500+ subscribers, your channel is at least 30

days old and you have uploaded a channel icon and channel art (e.g. https://www.youtube.com/user/strongertogethermuskoka vs. https://www.youtube.com/channel/UC7-azCHxG2PiBHXJNLvsyYg

#strongertogetherSM @MuskokaJen @Audreyvp

Email MarketingMailchimp

● Send great-looking newsletters, manage your contact list and get amazing analytics (who opened it, who clicked on the links, what operating system they were using, etc.)

● RSS-to-Email campaigns - have your blog posts automatically sent to your followers

● Comply with anti-spam regulations

#strongertogetherSM @MuskokaJen @Audreyvp

Forms & SurveysWufoo

● Create questionnaires, forms, surveys, etc. ● Generate reports based on results● Free, but limited # of forms, questions per form, and submissions

Typeform

● Really nice looking! ● Free, unlimited form, questions and submissions; paid account needed for fancy

questions, payments, etc.

Others: Google Forms, Survey Monkey, KwikSurveys

#strongertogetherSM @MuskokaJen @Audreyvp

Google Docs/Dropbox

#strongertogetherSM @MuskokaJen @Audreyvp

Content Generation● Borrow content and ideas (but tell people where you got it)

○ “Best of” blog post lists○ Create a feedly.com account of blogs that relate to your business

● Get a little help from your friends● Outsource to your audience● Talk about your successes and failures● Check out what’s trending: google.com/trends● Create habits that make sharing easy

■ ie. New Music Tuesdays or Friday Reads #TBT #TGIF ● List.ly● Video sharing - Youtube, Vimeo, Instagram

#strongertogetherSM @MuskokaJen @Audreyvp

Content Generation (Cont.)

● Pixlr – online photo editor● Canva – design posters, social media graphics, etc.

#strongertogetherSM @MuskokaJen @Audreyvp

Resources Free Stock Photosmorguefile.com

stocksnap.io

Historical public domain images

Wikimedia Commons

Royalty Free Music http://www.gettyimages.ca/music

Bensound (free)

#strongertogetherSM @MuskokaJen @Audreyvp

Resources (Cont.)For making picture quotes:PicMonkey

Canva

Content GeneratorGoogle Alerts - email notification

Bloglovin, Feedly, Pocket

OtherGoogle Fonts – hundreds of fonts, free for personal and commercial use; can be embedded in websites

#strongertogetherSM @MuskokaJen @Audreyvp

Social Media Meme