oan how to use social media
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An intro to social media usage for small businesses.TRANSCRIPT
How to Use Social Media Oregon Association of Nurseries
January 12th, 2011
Presented by:
Anna Hutson
Formic Media, Inc.
www.formicmedia.com| [email protected]
Formic Background
Launched in 2008 to service small business & partners
Incubated by Anvil Media, enterprise SEM agency
Provide SEM, social & website development services
7 employees
35+ clients
Strategic partnerships (Microsoft RTG program)
Focus on education (monthly Seminar Series)
Formic Clients
Agenda
Social Media Benefits How To Use Social MediaMeet the Properties Facebook Twitter LinkedIn YouTube Flickr
Creating Efficiencies Tracking Your Efforts
Benefits of Social Media
Benefits of Social Media Marketing
Gain industry and constituent insights Provide affordable customer service Create or extend brand awareness Build community & thought leadership Generate measurable top line revenue
Benefits of Social Media Marketing
Benefits of Social Media Marketing
Social Media Marketing Growth
How To Use Social Media
Social Media: Categories
Networking
Blogs
Reviews
Media Sharing
Bookmarking
Expert Communities
News
Wiki
Microblogging
Know Your Goals
What are you after? Sales/leads
Branding awareness
Customer service
Buzz
Thought leadership
Set Expectations
Avoid wasting time & resources Identify key people within organization who will
be in charge.
Take ownership of your social media presence AND success Observe & listen to how brand is perceived
Capture new opportunities
Give Your Customers What They Want
Timely news updates
Deals & Coupons
Special contests & promotions
Demos, tutorials & how-to’s
Testimonials & case studies
Expert content
Promotional Strategies
Include in collateral Business cards
In-store/office signage
Advertising (print, broadcast, outdoor)
Incorporate links online Website/blog
Other social media profiles
Email newsletters
Email signature file
How to Use Social Media
How to Respond Using Social Media
Meet the Properties
Sign-up for a ‘Fan’ Page
Fill out business ‘Information’ tab
Add other social media profiles
Use keywords
Include products, services, etc.
Find & claim ‘Place’ Page
These will eventually merge
Sign-up for Twitter Profile
Make profile public
Claim a branded username
Fill out business ‘Information’ section
Add other social media profiles
Use keywords
Create a custom, branded background
Find influencers
#oan
Sign-up for LinkedIn Personal Profile
Create a Company Page
Link personal profile to company page
Fill out business ‘Information’ sections
Add Twitter profile
Add blog
Add services
Use keywords
Connect with industry professionals
YouTube & Flickr
Create a YouTube Channel
Add Facebook and Twitter icons at the beginning and end of each video
Embed videos on your site
Create custom YouTube background
Create Flickr Account
Use keywords in video/photo titles and descriptions to help searchability for SEO
Add Facebook tab
Creating Efficiencies
3rd Party Tools: HootSuite/TweetDeck
Spread the Word Track & Analyze Collaborate with a TeamMonitor Mentions Schedule in Advance Customize Feeds, Networks, etc.
3rd Party Tools: HootSuite/TweetDeck
Multiple Profiles
Twitter Search
Navigational Menu
Customized Feeds
Type your 140 Tweet & Send
3rd Party Tools: HootSuite/TweetDeck
3rd Party Tools: HootSuite/TweetDeck
Spread the Word Post your message to multiple profiles simultaneously!
Set access permissions and
send posts to multiple social
networks in one click.
3rd Party Tools: HootSuite/TweetDeck
Track & Analyze View stats on re-tweets, clicks on links, popular posts, etc.
3rd Party Tools: HootSuite/TweetDeck
Track & Analyze Pull in Google Analytics data to monitor site traffic from social media campaigns & other mediums.
3rd Party Tools: HootSuite/TweetDeck
Collaborate with a Team Add team members to your account and assign tasks.
3rd Party Tools: HootSuite/TweetDeck
Monitor MentionsMonitor profile mentions, re-tweets & keywords.
3rd Party Tools: HootSuite/TweetDeck
Schedule in Advance Out of the office? Schedule tweets in advance to post to multiple profiles.
3rd Party Tools: HootSuite/TweetDeck
Customize Feeds, Networks, etc. Choose what streams to monitor & what profiles to post to.
Automation: Twitter & Facebook
Automate Blog Posts on Twitter Add your RSS feed URL to have new posts automatically update on Twitter.
Automation: Twitter & Facebook
Networked Blogs on Facebook Automate blog posts on Facebook. On Your Page’s Wall
Tracking Your Efforts
Monitoring & Measurement
Tools
Google Alerts
HootSuite, TweetDeck, Twitalyzer, Bit.ly, Ow.ly
Facebook Insights
LinkedIn Analytics
YouTube Insights
Tracking Your Efforts
Track efforts using a combination of tools Google Analytics Referral traffic Utilize utm tracking strings
HootSuite (or bit.ly) Clicks on links you have tweeted See most popular tweets
Facebook Insights Fan interactions (likes, comments) Demographics
http://www.examplesite.com/?utm_source=twitter&utm_medium
=social%2Bmedia&utm_campaign=product-promo
Tracking Your Efforts
Choose the right key performance indicators (KPIs) Focus on engagement metrics first Revenue-related metrics should come second
Conversions
Conversion Rate
Revenue
Return on Investment
Interactions
Daily Active Users
Fans/Followers
Comments
@Replies
Resources
www.formicmedia.com www.formicmedia.wordpress.com www.tweetdeck.com www.hootsuite.com www.tweetstas.com www.twitalyzer.com www.google.com/alerts http://www.seomoz.org/ http://searchengineland.com/ http://www.searchenginejournal.com/
