LinkedIn and Facebook
Marketing your business withsocial media
What do you want from social media?
• More likes?• More sales?• More referrals?• Building a larger network?• Finding people to become sales reps?
Psychology of Social Media
Why do we use it?Brand’s voice
Keeping content interesting
Why do people use social media?
• Boost of self-esteem– Getting likes / validation from friends– “Photoshopped version” of self
• Satisfy need for connectedness and self-promotion– Ability to stay in contact with lots of friends in far
away places• Maintain offline relationships / weak ties– Job leads, emotion support, missed stories
Why do businesses use social media?
• Marketing• Networking• Maintaining customer relations• Creating brand advocates• Modern day word-of-mouth• Establish a reputation for your brand• Online presentation affects buyers decisions• Customer service
Combining the WhysPeople Businesses
Boosting self-esteem and self-image
Marketing, promoting, reputation
Connecting with friends Networking, brand advocates, word of mouth
Maintaining relationships for an outcome
Maintaining customer relations for a sale
Challenge is to sound human.
Your Brand’s Voice
• Where do they live? Work? Play? Hang out online?
• What language(s) do they speak?• How old are they?• Customers? Potential customers? Businesses?• What services are they most interested in?• What might they call these services/search
for?
Who is your audience?
Your Brand’s Voice
• What makes it unique?• What problems does it solve?• What are the selling points?– High quality / 100% guarantee– Locally produced – Custom made to order
What is your product / service?
Your Brand’s Voice
• If you are your brand, let that personality shine through
• Create “Brand Bible”• Remain consistent online, offline and across
social media channels• Be prepared to evolve with your market and
audience
Stay true to you
Keeping It InterestingFind content your audience wants without focusing on the sale.
• Follow other thought leaders and repost what they post“Good artists borrow, great artists steal.” –
Picasso• Set-up Google Alerts• Pictures and video!• Your blog• Your experiences
Follow the70 – 20 – 10 Rule
70% of content is…
Industry related or generally relevant
• Topical• Curate news items• Shareable• “Newsjacking”
20% of content is…Engaging with fans and being social with
personality• Call to action: like, comment, read, share, click…• Visual• Expressive/personal• Target-specific• “Fill in the blank” posts
10% of content is…
Promoting your brand, making the sale
• Offers, discounts• Visual• Target-specific• All about you
Keep it interesting by asking yourself:• Who is my reader and will they like it?• Does the title make me want to click and read?• Have I used keywords, tags, @ mentions, links
appropriately?• Did I give a direction to like, post, share, click?• Is this post timely? • Am I using the right network(s)?• Should I repeat the post?• Is everything spelt right?• Do I owe some credit when reposting?
Facts about how it worksBuilt-in ToolsAdvertising
How it works
• Pages operate differently than profiles – make use of both
• Facebook is a publicly traded company – they gotta make the moolah somehow!
• Not every friend or fan sees everything you post• Facebook selects for you – Graph Search• They want you to pay to be seen
But we’re going to beat the system!
How it works
• YouTube• Pinterest• Twitter
Only about 5% of our audience sees our posts.
Your Defense• Getting the right people to like your page –
not just friends!• Posting ECO – engaging content often• Respond to comments and likes• @ mention / tag whenever you can• 70-20-10 rule – be a friend to have friends• Page like pages• Profile in groups
• Built-in tools
Built-In Tools
Built-In Tools
Built-In Tools
Built-In Tools
Built-In Tools
Built-In Tools
Built-In Tools
Advertising
Advertising – Things to remember
• You have complete control over budget and targeting
• People like to stay within Facebook• People like stuff their friends like• Try it out and then try again• Likes are leads• Engagement is beating the Edge Ranking sorting
Who’s using itProfile and Company Pages
ContentNetworking and Brand Promotion
Who’s on LinkedIn?• 277 million users worldwide w/ 2 new users
per second• 40% check LinkedIn daily• 200 countries and territories and 20 different
languages• 3 million company pages w/ 1.2 million
products and services listed• 2.1 million groups w/ 8,000 more a week• 200 conversations per minute
Network Profile• Complete all the
info using keywords
• Connect with other professionals, comment, endorse skills
• Follow competitor’s pages
Public Profile
Customize your profile link with your name: http://www.linkedin.com/in/ashleyringger
Open Publishing
Your Day
Find Alumni
Groups
LinkedIn Networking Strategy• Make an impression – a good one!• Use relevant keywords• Be visual with videos and pictures• Update and comment effectively• New features: Open publishing & Your Day
Company Page
Company Page
Company Page
Brand Promotion• Keep page updated with company news• Share general updates via profile• SEO and keywords• Links in email signature• “Follow” link on website• Apps to enhance experience• Paid ads and upgrades
Tools
TradableBitsHootsuite
BitlyBlogging & scheduling
Dlvr.it
Key Takeaways
Have a plan.Know how to measure success.Create a business personality.Speak your clients’ language.
Be active and engaging.Create and contribute.
Socialize.
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