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Social Media Hot ListInstagram, Pinterest, Google+

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Senior Account SpecialistSocial Relations@kelPR+Kelly Malone

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Not another social

network!

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The Hot List

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Strengths at a Glance

• SEO love• Customer

feedback• Thought

leadership• Lead gen• 54% male,

25-54

• Culture boost• Storytelling• Social

extensions• 57% female,

25-34

• Referral traffic• Sales• Increased

visibility• Social

extensions• 61% female,

25-34

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Instagram: Your world in pictures

7Source: Go-Globe.com

- Why it’s hot- Easy, fun, scanable- Behind-the-scenes look- Connection to celebs

- Why it’s good for business- Storytelling by showing- Brand ambassadors- Brand awareness- eCommerce?

- Who does it right?- CNN- Burberry- Sharpie

Overview

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How?

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New: Web Profiles

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Small Biz in Action

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Innovative Uses

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Insta-Cash

- Chirpify allows you to list and sell items, fundraise and collect payments in-stream via Instagram (or Twitter)

- 5% per transaction - Free to buy or donate, but

must have Chirpify account

- Taco Bell, Green Day, VH1 Save the Music

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Instagram Best Practices

- Comment and like other businesses’ photos

- Make it exclusive, beautiful, personal

- Snap behind-the-scenes shots of staff/products being made

- Host a contest- Research the competition

- Searchinstagram.com- Statigram.com

- Go live from events/trade shows- Use geo-location tag

- Curate fans’ work- Create a hashtag- Go easy on the hashtags- No “please follow” messages- Integrate with other popular social

networks

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Measurement

- Nitrogram - Curated photo

galleries to embed on Web/Facebook

- Analytics (free for one username)

- Statigram- Contest hosting (paid)- Search- Embed on Facebook- RSS feed to site- Analytics

- SimplyMeasured- Analytics (paid)

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Pinterest: Your world organized

by photos and videos

16Source: Go-Globe.com

- Why it’s hot- Fun, easy, scanable- Personal statement- Helpful

- Why it’s good for business- Web traffic- Brand awareness- Customer feedback

- Who’s doing it right?- Whole Foods- Etsy- The Weather Channel

Overview

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Shopping Inspiration

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Small Biz in Action

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Innovative Uses

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Pinning Contests

- Sweepstakes- Best Pinboard- Most Repins/Votes- Pin to Give

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Make it Easy

“Buyers coming from Pinterest are spending 10% more than those from other networks.” - Shopify

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First, ask yourself and your employees…

- Do we have enough photography on our site already? - Do we have the bandwidth to create new content?

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Pinning Best Practices

- Start by sharing images that aren’t your products; create a need for your product

- Note: don’t pin images you don’t own- Pin products in action and glamour shots- Use links and keywords in descriptions- Add a price tag to your pins- Upload video via YouTube or Vimeo- Offer exclusive content/contests- CTA pin description gets 80% increase in

engagement- Tutorial/guide/DIY/recipe pins see 42% higher

click-through rate- Pins related to trending topics see an average

of 94% increase in click-throughs- Best times to post are (per Reachli):

- 2-4 p.m. - 8 p.m.-1 a.m.- Saturdays and Wednesdays

Source: Skreened.com

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Measuring your Pinfluence

For your pins:- Reachli (formerly Pinerly): measure

clicks and reach- Pinpuff: measure your virality - Pinfluencer: track most influential

pinners, most engaged users and see how you stack up against the competition (paid)

For future pins:- PinReach and Repinly: research

habits and trending topics for top pinners and see most popular pins

Source: Reachli

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Google+: Findability and

credibility

26Source: Go-Globe.com

Overview

- Why it’s hot- Interact with celebrities/

influencers- Hangout with friends, celebs- Get exclusive content- Separate business/professional

- Why it’s good for business- SEO- Find influencers- Thought leadership- Team collaboration- Audience segmentation- Expanded content distribution

- Who’s doing it right?- H&M- Cadbury- Pure Michigan

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Circle Power

- Google+ is built on circles - Two lists are better than one…

- Segment, segment, segment- Push the specific content to

very specific audiences (or circles)

- If you want everyone to see a post, choose Public

- Cool practice: Cadbury asks its fans which Circles they want to be in

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Hangouts

- 10 total people- On Air: live and

recorded- Press conference- Panel discussion- Address FAQs- Product launch- Live product

demonstration/testing- Trade shows- Training/education

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Small Biz in Action

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Innovative Uses

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Find your Influencers

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Best Practices for Google+

- Link to original content- Identify/call out users with +username- Use photos and videos- Host Hangouts

- Post to company blog, website, social networks

- Post upcoming Hangouts to GPhangouts.com

- Generate questions before beginning- Participate in industry Hangouts- +1 info and comment on influencer pages- Ask for customer feedback- Use Google docs for internal collaboration- Use circles wisely—segment - Review your Ripples

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Measurement

- No formal dashboard- Monitor Ripples- Measure +1s, shares- Integrate +1 button

into website and add Google Analytics

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Questions?Kelly Malone

about.me/kellymalone+Kelly Malone

@kelPR

Fahlgren MortineFahlgrenMortine.com +Fahlgren Mortine @Fahlgren Mortine