Social media the ins outs and how to s to position your organization
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Social Media: The Ins, outs and how-to's to position your organization. IABC South Carolina – Professional Development Workshop / June 5, 2012. Inbound v. Outbound Marketing. Full infographic : http://www.pamorama.net/2012/03/31/inbound-marketing-vs-outbound-marketing-infographic/.

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Social Media: The Ins, outs and how-to's to position your organization

IABC South Carolina –

Professional Development Workshop / June 5, 2012


Inbound v. Outbound Marketing

Full infographic: http://www.pamorama.net/2012/03/31/inbound-marketing-vs-outbound-marketing-infographic/


Inbound v. Outbound Marketing

  • 200 million Americans have registered their phone numbers on the "Do Not Call" list

  • 86% of people skip TV advertisements

  • 44% of direct mail is never opened


Inbound v. Outbound Marketing

  • Inbound Marketing Benefits

    • Costs 62% less per lead than traditional outbound marketing

    • Generate more revenue


Inbound Marketing/Social Media Tools


Blogging: Just Do It

  • Advantages

    • Increases SEO

    • Keep target audiences informed/latest information

    • Allows for interaction and two-way conversations

      • Comments, blog roll

  • Platforms

    • Wordpress, Blogger, Tumblr

Small businesses that blog get 55% more website visitors.


Blogging: Who to Watch

  • Best Western: You Must Be Trippin'


Blogging: Who to Watch

  • HomeGoods:

    OpenHouse


Blogging: Who to Watch

  • Feeding America Blog


Micro-blogging: AKA Twitter


Twitter: What It Looks Like


Twitter Terms

  • Tweet – 140 characters max!

  • Re-tweet

  • Friend/follower

  • Following

  • Hashtag (#)

    • i.e. #smallbiz #IABCSC #socialmedia

  • @ - for mentioning or replying


Twitter: Getting Started

  • Picking a username

    • Maximum of 15 characters

  • Adding a photo and bio

    • 10x more likely to be followed after adding a photo

    • 8x more likely to be followed after adding a bio

  • Finding folks to follow

  • Be followed


Twitter: Best Practices

  • Choose a unique, spam-free handle

  • Optimize SEO with links

  • Use keywords in bio

  • Create your own keywords

  • Use no more than 3 hashtags per tweet

  • Reply when appropriate

    • Using @ vs .@


Twitter: Who's Doing It Best?

  • Kodak @KodakCB

  • Southwest Airlines @SouthwestAir

  • Zappos @Zappos

  • Home Depot @HomeDepot

  • American RedCross @RedCross


Facebook


Facebook: What It Looks Like


Facebook: What It Looks Like


Facebook: What It Looks Like


Facebook Terms

  • News feed

  • Status

  • Like

  • Comment

  • Friend/friend request

  • Timeline


Facebook: Getting Started


Facebook: Best Practices

  • Optimize cover photo and profile picture

  • Organize apps

  • Use the "Highlight" feature

  • Add milestones

  • Publish and highlight visual content


Facebook: Who's Doing It Best?

  • Using the Highlight feature; pinning to the top

    • Starbucks

  • Identifying milestones

    • Livestrong

  • Cover photo

    • Fanta

    • Red Bull

  • Susan G. Komen for the cure


LinkedIn


LinkedIn: What It Looks Like


LinkedIn: What It Looks Like


LinkedIn Lexicon

  • Connections

  • Invitations (to connect)

  • Groups

  • Company profiles


LinkedIn: Getting Started & Best Practices

  • Personal pages

    • Complete profile (100%)

    • Customize your URL

    • Add custom websites

    • Use keywords in your headline

    • Link to your Twitter account

    • Make your profile visible

    • Join groups

  • Company pages

    • Find your page and verify information

    • Assign admins

    • Post status updates

    • Add a link to your blog

    • Start a group


New Trends


Pinterest


Pinterest: What It Looks Like


Pinterest Phrases

  • Pin

  • Pinner

  • Pinboard

  • Repin


Pinterest: Best Practices

  • Avoid self-promotion

  • Post interesting visual content

  • Engage with others – like or comment on pins

  • Use hashtags (#)


Pinterest: Who's Doing It Best

  • Mashable – Infographics

  • Chobani yogurt

  • General Electric (GE)

    • Badass Machines

    • #GEInspiredMe campaign


YouTube


YouTube: Best Practices

  • Diversify content

  • Games, not contests


YouTube: Who’s Doing It Best

  • Nike

  • GoPro

    • Helmet camera POV videos

  • University of Phoenix Online

    • Student testimonials

  • Home Depot

    • How-to videos


QR Codes


Social Media Management Tools

  • TweetDeck

    • Manages Twitter, Facebook, MySpace, LinkedIn, Foursquare and Google Buzz

    • Best for managing 4-5 accounts

  • Hootsuite

    • Supports Twitter, LinkedIn, Foursquare, MySpace and WordPress

    • Better stats available for $

  • CoTweet

    • Assigns responsibilities for follow-ups/replies

    • Supports Twitter and Facebook


Analytics

  • Facebook Insights

  • Twitter search

  • Bitly

  • LinkedIn premium accounts

  • SocialMention

  • Google Analytics


Additional Resources

  • Mashable

  • HubSpot

    • Inbound Marketing University

  • Social Media Examiner


Questions?


Contact Me

  • Lauren Todd

  • 864/324.6342

  • [email protected]


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