Harnessing the Power of Social Media

Mindie Burgoyne

SNOW HILL BUSINESSESFebruary 3, 2014

What is Advertising?

How is Social Media Different?

Advertising = Talking to the Masses

Social Media = Engaging the Masses

Goal Get people talking

Markets have become Conversations

"These conversations are going to occur whether you like it or not, O.K.? Well, do you want to be part of that or not? My argument is you absolutely do. You can learn from that. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation."

The G.A.F. Principle

• Know Your Core Customer• Give Them MORE Than What They Want• Make it FREE or a bargain• MAKE IT EASY

Where are the Conversations?

• Groups• Blog Posts• Newsfeeds

• Forums• News

What’s the Difference?

NETWORKING SOCIALIZING

What are the benefits of Networking?

Networking?

1. New Contacts2. Learning3. New Vendors4. Ideas for marketing, product

development, pricing5. Possible Customers / Clients6. Possible Referrals7. Learn what’s new in the industry

Profile

MessageUpdate

sJob Sch.Groups

Connect

LinkedIn is a Networking Platform

5 Biggest Mistakes on LinkedIn Profile

• No Profile Picture

• No Headline

• Incomplete Information

• “Website”

• No Contact Information

LinkedIn Groups

• Searchable by term / location

• Narrow down fields

• Make new contacts

• Learn about a niche

• Develop Expert Credibility

LinkedIn Success

• 4 of last 5 hires. LinkedIn is primary tool for talent search

• Outreach through LinkedIn led to generation of conversation Technology job inquiry discussions about the incubator, innovation, entrepreneurship - who's doing what in these fields.  

• 325 Connections – ALL ED Related  

• Over 500 Connections – Mostly ED

• Newsletter is huge success• Newsletter Creates Conversations

10 Tips for Using LinkedIn

• Perfect Your Profile

• Use the Status Feed (posts / comments)

• Post Daily – Read the Feed

• Search Connections for target networks.

• Find Conversations in Groups

• Find Answers in Groups

• Make Connections through Groups

• Send a welcome inmail

• Reach out to every new contact

• Recommend & Endorse Others

Profile

MessageUpdate

s

Driver to Content

Connect

Use Twitter for …

• What’s Hot in your Niche?• Finding Conversations• Finding Niche Connections• Getting the word out• Find the hottest news

Top Twitter Mistakes

• Tweeter not results oriented• Weak profile - no picture• No weblink to Twitter Profile• Being a link – bank• Posting uninteresting crap• Posting same post multiple

times

Twitter Tips

• Deck out Profile (web address)• Use a pic of your face• Develop conversations• Answer & Appreciate• Use Hashtags• Don’t push same tweet over &

over• Use 3rd party software (social

oomph, buffer, hootsuite)

• 3 Billion videos viewed daily

• 70% YT traffic is outside US

• 800 million Users monthly

• 2nd largest search engine

• Keep under 3 minutes

• Use the Description Fields

• Create a Channel

• Tie to a link – a product or back to your website.

You Tube Tips

• Demographic – 18 to 54 years

• 17 million users link to other platforms

• More videos uploaded in a month than 3 US Networks in 60 years

• 48 hours of video are uploaded every minute = 8 linear years of content daily

FACEBOOK The Granddaddy of all Social Media

• Robust Platform• Ease of Use• Portable• FREE• 1 Billion Users

Friends

PhotosVideo

GroupsNotes

Pages

Timeline

TickerApps

Network

INFO

Status

Comment

Facebook Pages

• A Page Serves the fans

• Meant to engage not preach

• Community involvement

• Niche focused

• Dependent on Engagement

• Boost Posts *****

• Think Like a PublisherLet’s take a Look!

11 Success Tips for Facebook Pages

• Post interesting content – What the fans want to read.• Post Content likely to be shared or commented on.• 1 Picture – with Headline and content is best for engaging• Don’t be afraid of controversy• Be personal, be interested, be grateful• Create a Facebook Page Ad for your Website• Highlight others – share others content• Use the Scheduler• Boost some posts• Have a contest• Answer comments

FACEBOOK MISTAKES

• Pushing Marketing Copy• Uninteresting Content• Not engaging – one way poster• Too many or too few posts• Dozens of pictures at once• Selfies please…. • Politics, Religion, Controversy

News

FeedComments

Pages

Shape Conversation

Content lives here

WEBSITE

Blog ---> Newspaper

Throw-away Content

Website is static

What’s the Conversation Today?

Every Conversation is a tentacle to draw into the main site

Blogging is Constant

BLOGS

Blogs – the Ultimate Conversation

TIME SAVERS

• Use Smart Phone as much as possible• Let everyone in your company use social media• Use a consolidator like Buffer or Social Oomph• Pick two platforms and stick with them. Use others little.• Move away from email.• Use Analytics – Statcounter, Google Analytics• Learn to use an image editor - Pixlr, PicMonkey• Spend 15 minutes in the morning – 15 minutes in the

evening.• The weekends are typically not big traffic times.

How doyouharnessthe power?

Engage

Fill The Hole

Contact Me!Mindie Burgoyne

5775 Charles Cannon RoadMarion Station, MD 21838

301.648.2010mindie@travelhag.com

WEBSITESwww.travelhag.com

www.WritingtheVision.comwww.thinplacestour.com

www.ChesapeakeGhostWalks.com

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