Scope of Social Media

Created for Causeway Work Group presentation, Ottawa / Ontario / Canada

1. Using Social Media for Business

2. Social Media Has 4 Purposes Creating Brand Awareness Grow your audience Pay for ads to get extra exposure Share photos to increase location and product awareness Allowing people to reference you Staying In Touch With Customers and Build Loyalty Provide consistent content Share your passion and history Post success stories Show what makes you unique from your competition Use your own voice Be honest and make connections Increasing Search Results The more places you are online, the more places people can find you Build Sales Convert fans and followers to paying customers

3. SUCCESS ON SOCIAL MEDIA It’s all in the content Post Frequently Post Consistently (with volume and regularity) Post relevant information for your audience Post things that get your audience excited (social media should be fun!) Start with a plan, and you’ll always have something to post!

4. April 7 - 13 Chance Pet Appreciation Winston Kids Camp 2009 Cat in Tree Horse Clinic RAIN Networking SAMPLE CONTENT PLAN

5. EXAMINATION OF PLATFORMS

6. Blog

7. YOUR BLOG ON YOUR WEBSITE This should be the most important site you maintain and update regularly. Your blog should be hosted on your website (one of the tabs) and regular updates ensure better SEO results Your blog posts should contain content interesting to your audience combined with your top keywords Remember: “Don’t build on rented land ”

8. PULL PEOPLE BACK TO YOUR SITE Your blog should always be your home base, with other social media outlets acting as feeders to drive traffic back to your site Social media marketing and search engine marketing go hand in hand – social media efforts strengthen your SEO efforts (rankings and traffic) and vice-versa. Put effort in both for successful digital marketing

9. BLOG EXAMPLE: MARRIOTT

10. Newsletters

11. Your Monthly Newsletter Your newsletter sign-up form is the only way for you to get information on your followers (you do not get this information on Facebook, Twitter, etc.) Entice users to sign up with exclusive and valuable content You can use a free tool, such as Mailchim p or Mad Mimi Make sure you use a responsive template and graphics that reflect your branding Make sure you follow Canada Anti-Spam Laws Must have permission to email (use a paper or electronic sign-up form) Have an easy “unsubscribe button) Must share physical address Include business updates, sales and promotions, recent blog recaps, and other content your audience enjoys

12. NEWSLETTER EXAMPLE: PANERA

13. FACEBOOK 1.23 billion monthly active users Create a company page with all of your important information Share multimedia content (text, images, videos) People regular search for businesses on Facebook, since that is where they are and pages are more user-intuitive than individual websites Your posts should attempt to pull people back to your website

14. FACEBOOK: CONTENT TIPS Types of Posts “ Snackable ” – easy to interact with such as questions people want to autocomplete) Exciting (positive) current trends ( i.e.Olympics ) “Sneak Peek” – Behind the Business “Sharable” Inspirational Humorous Relatable (usually an idea or experience expressed with humor) Emotional (make them FEEL something – love, loyalty, hopes and dreams, etc ) Exciting “Blog Post” – Take a screenshot of your blog, upload the picture, then put a link in the description Potential Content Original Content (Blogs, Videos, Instagam Photos, Promotion, Newsletter Sign-up) Curated Content Articles (tips, trends, interesting or important information) Videos Images Infographics Pins ALL FACEBOOK POSTS SHOULD BE AN UPLOADED IMAGE WITH DESCRIPTION! Use Picmonkey.com to create designs or edit images Use your logo and/or website on every design you create Turn a quote into an image try memegenerator.net to create funny images Remember that people like/comment/share 3x as often when ASKED

15. FACEBOOK EXAMPLE: BURT’S BEES

16. TWITTER 232 million active monthly users Follow people you want to get to know Share text, photos, links in 140 characters or less, reply and retweet other users Customize profile pic, banner, and background. Use SEO in summary. Handle should be easy for your customers to remember. You can Favorite (star) Tweets that you want to come back to later (for curation) Create Lists Top 10 Influencers Competition OSEBers , Competition Content Rule of 3: 1/3 Promotion 1/3 Curated Content 1/3 Networking (Retweets, Replies, Tweeting @ someone directly) Use bitly.com to shorten links Join Trending Hashtags Use tagboard.com to search for hashtags and create tweets for relevant ones

17. @ vs # The @ symbol denotes a person, or business (a twitter account that can tweet and reply) The # symbol is a category If you tweet to @ HewettRipley you are tweeting TO ME If you tweet # HewettRipley you are tweeting ABOUT ME (I will not receive a notification) If you tweet #Hewett #Ripley you are tweeting to each category

18. TWITTER EXAMPLE: KIM GARST

19. LINKED IN Top business social networking platform 300 million registered users Connect with others on a professional level LinkedIn is often one of the top search results for your name Establish your professional page with credentials, set up a business page, publish articles or share links Join groups and engage in conversation with others

20. LINKEDIN PROFILE EXAMPLE: GRETCHEN RUBIN

21. LINKEDIN PAGE EXAMPLE: TESLA MOTORS

22. LINKEDIN GROUP EXAMPLE: BAND OF ENTREPRENEURS

23. INSTAGRAM You can view Instagram accounts on the desktop, but you can only post on a tablet or smartphone with the app 300 million active monthly users You can post images or videos with captions and hashtags

24. INSTAGRAM EXAMPLE: STARBUCKS

25. PINTEREST Pinterest is the 3 rd most popular social networking site (after Facebook and Twitter) You can add content from online websites, re-pin from within the site, or upload content Create boards for different topics Showcase your brand, or compile entertaining and informative content for your audience

26. PINTEREST EXAMPLE: MARTHA STEWART LIVING

27. PINTEREST BOARD EXAMPLE: CUPCAKES

28. GOOGLE+ 540 million active monthly (counting YouTubers ) Integrate social media with search engines Share multimedia content Add people to circles Affects your search result rankings based on other people’s recommendations of your posts.

29. GOOGLE+ EXAMPLE: ANDROID

30. YOU TUBE 1 billion active users each month 4 billion views per day Considered the top search engine providing quality content to people who are trying to learn more about what you do Create viral buzz or increase customer loyalty

31. YOUTUBE EXAMPLE: KRAFT RECIPES

32. WHICH SHOULD I USE? Percentage of Marketers who use each Platform: 94% of marketers use Facebook 83 % of marketers use Twitter 71% of marketers use LinkedIn 57% of marketers use YouTube 55% of m arketers use Blogging 54% of marketers use Google+ 47% of marketers use Pinterest 28% of marketers use Instagram 17% of marketers use Review Sites 13% of marketers use Forums 12% of marketers use Geo-Location Sites 11% of marketers use Social Bookmarking 9% of marketers use short-form video 6% of marketers use podcasting 1% of marketers use Snapchat Start with a blog and a Facebook page, and add more platforms once you master the first two. Reference: http ://www.socialmediaexaminer.com/report2014/

33. THANK YOU! Questions or Comments? Contact me! [email protected] www.hewettripley.com