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An Introduction to
              Social Media


Your Host
Kyle James
Inbound Marketing Gentleman
@kylejames
kyle-james.com
Social Media Comes Last
• You fail in social media if you don’t do
  everything else right first.
• SEO
• Site architecture
• Valuable content/Blogging
• How to know if your ready?
  Rule of Thumb: If you aren’t doing email
  marketing right you aren’t ready for social
  media
Inbound
                      Be
                                                Marketing
                     Social

                                                 Success
                Blogging
              Web Voter
                                                Pyramid
              Link Grader
            Content Creation



   Call to Actions         Page Grader
   Landing Pages         Keyword Grader



   SubDomain                  Site Layout
  URL Structure            Site Architecture
Analytics Installed       Lead Tracking Setup
Failing on Digg
Dead Profile
My Digg Profile
10 Commandments of Social Media
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
1. Build Great Content
• Social bookmarking was designed to share
  good content not spam or market
• Always ask yourself
  “Is this content that others would appreciate?”
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
2. Build Great Relationships
• Social media = building relationships
• Relations come first, marketing comes second
• What is successful in offline relationships
  translates to online relationships
• Make friends – understand your friends needs
• NETWORK!
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
Social Media Workshop HubSpot May 2009
3. Commit the Time
• Like inbound marketing in general
  “Social Media is NOT a sprint, it’s a marathon”
• Relationships take time to build
• Approach social media as a learning
  experience; not a time drain
• Dedicate a little time every day
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
4. Review Before You Submit
• Build relationship comes first
• Establish your profile
• Build credibility and trust on a network
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
5. Give Back in the Spirit of the Golden Rule
• Don’t expect people to help you without you
  helping them.
• Give, give, give… then ask… politely
• Submit others content to build relationships
• Rule of Thumb: if you have 100 friends on a
  network be prepared to vote for 100 stories
  before you should expect 100 votes in return
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
Is this going to add value
  and are people really
       going to care?
6. Think Hard Before
        Submitting your Own Content
• Controversial rule
• Ideally you shouldn’t have to submit your own
  content
• Never should you submit everything
• Don’t spam
• Focus more on networking
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
7. Don’t Submit Everything
• Against 6th rule: If you don’t think it’s worthy to
  submit why would anyone else?
• Don’t spam
• Rule of Thumb: In most situations only top
  10-20% is actually submission worthy
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
8. Set Yourself Up for Success
• On page optimization
• Social bookmarking options
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
9. Don’t Forget to Convert Your Traffic
•   Social media drives the traffic
•   Make visitors sticky!
•   Subscribe options?
•   Keep it relevant
10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
10. Promise Instant Value
10. Promise Instant Value
• Creative titles are critical
  Why is someone going to click?
• Create instant value
• Cause user curiosity
• Cover a subject of buzz
• Relevance is critical
• Get them interested quickly
A Social Media Strategy
Build relationships


Brand authority & expertise


Links & traffic
Build Relationship
1. Find the thought leaders in your niche
2. Build relationships with them
3. Leave comments on their blog and over
   time contribute more and more
4. Continue the conversations in your own
   blog posts
Build Authority
1. Produce value adding content
2. Establish yourself
3. Share others content
4. Read, read, read
5. Share, share, share
6. You are the authority in your niche so
   prove it
7. “Read, Think, Do, Share”
Links & Traffic
•   Social bookmarking provides links
•   Blogging provides links
•   Links = traffic
•   Links = better search results = traffic
An Introduction to
What Is It
• Facebook is the worlds largest Social Network
  after recently passing MySpace
• Facebook is the 5th most trafficked site in the
  world
• Facebook is a top 20 search engine
• Facebook is the largest picture sharing site
• Facebook is the largest social bookmarking
  site
• FACEBOOK IS HUGE!
What It’s Good For
• Simply based the numbers, part of your
  audience is on Facebook
• Staying Connected with
  family, friends, coworkers, clients, and
  potential clients
• Being Transparent and Open
  Rule of Thumb: Facebook is a requirement
  to say that you understand the Internet and
  what it means to be social
Business Goals
• Build Relationships with clients and potential clients

• Establish a presence for your business on Facebook
  through a Company Page and groups

• Leverage viral features to strengthen brand awareness

• Generate traffic, links, and sales leads through viral
  features

• Potentially buy targeted ads to prospects by an
  extensive set of demographic and psychographic
  information not available anywhere else
Things You Can Do On Facebook
•   Build a profile
•   Pictures/video
•   Join a group
•   Fan a page (business, school, etc)
•   Install an application
•   Email
•   Waste LOTS of time
•   Rule of Thumb: It’s extremely easy to see if
    someone is engaged in Facebook or simply
    watching
Facebook Homepage
Building Your Profile
Facebook Pictures
Importance of Pictures
• A picture is worth a thousand words
• Picture tell stories
• Rule of Thumb: It’s ok for pictures to be fun,
  but always be conscious that they are putting
  out a positive vibe. If it’s controversial or
  negative, consider the consequences.
Tagged in Pictures
Facebook Inbox
Writing on Walls
Setting Privacy on Profile
Reasons for Profile Settings
• Allow work contacts to see different content
  than friends
• Post personal information that you want to
  share with a select and small group
• Invite a specific “friend list” to an event
Importing to Facebook
Facebook Applications
Personal Profile – What Not To Do




Profiles are for people, not companies.
Now Go Find Friends
•   Friends from other networks
•   Co-workers
•   Family
•   Look at your friends’ friends
•   “People you may know” too
Go Create a Facebook Profile
Facebook Groups
Go Join Facebook Groups
Facebook Pages
Facebook Groups
Create a Business Page




 http://www.facebook.com/pages/create.php
Note: You must be logged in to create a Page.
Build Your Business Page
Publish Your Page
Become a “Fan”
Tip #1: Create an Engaging Page

                       •   Events
                       •   Videos
                       •   Discussions
                       •   Photos
                       •   Blog
                           Articles
Tip #2: Leverage the Viral Nature of
      Facebook – News Feed
                     • News Feed shows
                       updates on your and
                       your friends’ activity
                     • First thing you see
                       when you log in
                     • Your updates show on
                       your profile “Wall”
                     • Allow users to engage
                       with you – each
                       activity is shared with
                       their network
Tip #3: Draw on Your Network
Tip #4: Optimize for Search
                     • Public Search
• Facebook Search
                       • Check your settings
 • Based on # Fans
Tip #5: Advertise on Facebook




   http://www.facebook.com/advertising/
Note: You must be logged in to create an ad
Friends, Fans, Activity
Go Create a Business Page
or
Industry Group
Introduction
What is LinkedIn?
• Over 38 million members in over 200 countries*
• Executives from all Fortune 500 companies are
  on LinkedIn*
• Professional networking
• Rule of Thumb: LinkedIn is your 21st century
  resume. Make sure that you keep it updated and
  accurate.



* http://press.linkedin.com/about
Professional Resume Online
•   Digital business card
•   Keep it updated
•   Levels of connections
•   Joining group associations
•   Staying connecting with business associates
LinkedIn Business Goals
• Increase your visibility and brand awareness

• Establish your personal brand and provide inbound links to your
  site

• Make professional connections with valuable business
  partners, clients, and potential clients

• Generate traffic, links, and sales leads naturally through viral
  features

• Establish your presence as a thought leader in your industry

• Join professional groups

• Creating and administering a professional group
Set Up Your Profile
• Build a robust profile including:

  • Current and past work
    experience, education, certifications, professional
    and personal interests

  • Join groups and associations based on your
    industry, education, interests and hobbies

  • Set your contact settings
LinkedIn Profile
Edit Your Public Profile Settings
• LinkedIn profiles receive fairly high PageRank

  • Create a “Full View” or “Limited View” of your profile

• Set a custom public profile URL using your name
  http://www.linkedin.com/in/elliemirman

• Enable your websites to be shown on your public
  profile

  • Use your favorite keywords as anchor text
Ranking in Google
• LinkedIn Profiles also hold a lot of search
  engine authority
• For me it’s above Facebook or Twitter profiles
Social Media Workshop HubSpot May 2009
Create a LinkedIn Profile
Social Media Workshop HubSpot May 2009
Social Media Workshop HubSpot May 2009
Connect with Others
• Who should you add to your network?
  •   Colleagues
  •   Co-workers and previous co-workers
  •   Customers
  •   Industry contacts
  •   Bloggers in your product area


• Find existing contacts

• Help contacts find you
Social Media Workshop HubSpot May 2009
Power of the Network
• Connections of connections of connections
Power of the Network
Network with Individuals
Answer Questions
• Answer a question and your connections will
  see it in their Network Updates feed

• Gain expertise points with “best answers”

• Subscribe to your HubFeed for social media
  monitoring

• Engage in group discussion forums
LinkedIn Answers
Social Media Workshop HubSpot May 2009
Answer Best Practices
• good information
• short / easy to skim tips
• link back to blog articles if it makes sense
Find an Answer a Question
Get Recommendations
• Ask for referrals
• Get listed in the Service Providers directory
  • Graphic Designers, Consultants, Recruiters, Real
    Estate Agents, Doctors, General
    Contractors, Travel Agents, etc.
  • Score points and show up higher in the search
    results
Social Media Workshop HubSpot May 2009
Social Media Workshop HubSpot May 2009
Ask or Give a Recommendation
Company Pages
Company Pages
• Rankings in Search Results
Adding a Company
• If your company is not listed
Create or Edit your Company Page
How to Create a Group
Create a Group
• Create a clear title and description using a
  high volume favorite keyword

• Create a “cool” logo

• Host a dedicated LinkedIn group page on
  your website
            www.promarketers.com
• Make sure to create a cool logo to
fit the size

• Group name is important

• Link to a page or website created
for the group that isn’t selling

• Make sure to display the group in
Group Directory
Social Media Workshop HubSpot May 2009
Promote Your Group
• Who wants to join a group with no members?

• Invite co-workers to join and discuss

• Invite key customers and contacts

• Publish in email newsletter

• Invite industry experts

• Integrate LinkedIn into your marketing
Pro Marketers on LinkedIn
Social Media Workshop HubSpot May 2009
Send an Announcement
Write Your Message
Social Media Workshop HubSpot May 2009
Email & Featured Discussion
Import News Feeds/Blog
Social Media Workshop HubSpot May 2009
Create a Niche Group
Introduction to
What is Twitter?
•   “Instant Messaging on Crack”
•   Micro-blogging platform
•   140 character updates
•   Designed to be extremely simple
•   Like Status Updates on Facebook
•   Roughly 6 million users on Twitter
Twitter Feed
• Constantly updating page
What is Twitter Good For?
• Communicating and relationship building
• Share information quickly with others
• Thought leadership and authority building
• Media, PR, Marketers, Tech are a large percent
  of Twitter users. Knowing this is very valuable.
• Rule of Thumb: As Facebook is a requirement
  to say that you understand the Internet, Twitter
  says you are cutting edge.
Twitter Business Goals
• Engage your senior executives in social media

• Build Relationships with potential clients, PR
  relationships with media and bloggers

• Monitor your company/brand on Twitter

• Promote blog articles, webinars, interesting news
  and more

• Announce specials, deals, or sales

• Live update on events or conferences
Starting Twitter
• Setup a personal profile
Starting Twitter
• Setup business profile
• Setup product profile
• Setup top executive personal profiles
Protect Against Squatters
Create a Twitter Profile
Put a Bio in Your Profile
Identify Yourself in Your Bio
Put a Link in Your Profile
Twitter Backgrounds
Finish Updating Profile
How to Post on Twitter




              Step One
              1. Login to your Twitter
                   account
              2. “Tweet” whatever you
              want to talk about and share.
Post Your First Tweet
URL Shorteners
Because every single character is vitally
  important
• http://bit.ly
• http://tinyurl.com
• http://is.gd
A Reply or the @ Symbol
• Responding to someone else
Direct Messages
• Start a message with “DM”
Send A Reply (@)
Direct Message (DM)
Link To A Webpage (Use a URL Shortner)
Hash Tags #
• Follow topics and events (#IMS08)
  •   Inbound Marketing Summit
  •   IMS 2008
  •   IMS08
  •   IMS2008
• Find people talking about similar topics
What are ReTweets or RT
How to Tweets?

• RT @username: Original Tweet (Via @username)
Retweet a Post
How to Search Twitter

• Search using box
• Follow discussion about
  your company and
  brand
• Look at trending topics
Twitter Clients

•   TweetDeck
•   Twhirl
•   Mobile Phone Apps
•   Twitpic
TweetDeck
Twitter Grader
• Twitter.grader.com
Don’t Create Noise… Create Value
It’s a Discussion, Not a Broadcast
Go Make Friends!
•   Use Twitter Grader
•   Look for your tech savy friends
•   Favorite bloggers
•   Look at your friends friends
•   Search twitter for your business
•   Use Twitter
Let Twitter Help
Follow to Get Followers
Don’t be a Spammer
Follow Top Twitter Users




      twitter.grader.com/topusers
See Who Thought-Leaders Follow




          twitter.com/dmscott
Follow People Who Follow You
Follow People of Interest on Twitter
How to Succeed With Twitter


   Track &            Build Your
   Analyze             Network




               Engage
              With Your
             Community
Engage Senior Executive
Business Account
Twitter for PR
        Need to urgently speak with a business that is very
        actively leveraging social media strategies; for ZDNet

   I spoke about our use of social media for biz on 2 panels -
   http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9

                               408 555-1234?



   I will call you right now




Elapsed Time:
 50 Minutes
Who’s Talking About Your Keywords?




       search.twitter.com/search?q=lead+generation
Communicate With Customers
Follow Your Brand in Conversations
Use Favorites to Save Highlights




       twitter.com/HubSpot/favorites
Save Testimonials




http://twitter.com/Scobleizer/statuses/774666561
Twitter Drives Traffic
Twitter Feed
Your Blog, Flickr or Any Feed




  •   Allows you to automatically update your Twitter
      stream with content you’ve published elsewhere
Why Do I Want to Get ReTweeted?

    • Followers
    • Buzz
    • Traffic
ReTweets = Link Sharing
Follower Count




•   A measure of your raw distribution power
Follow to Get Followers
Using Twitter for Events
Announcements
Impact on Our Sales Funnel
           600                              35

                                            30
           500

                                            25
           400
                                            20
Visitors




                                                 Leads
                                                         HubSpot.com
           300
                                                         Referrals From
                                            15
                                                         Twitter
           200
                                            10           Leads From Twitter

           100                              5

            0                               0




           New source of visitors & leads

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Social Media Workshop HubSpot May 2009

  • 1. An Introduction to Social Media Your Host Kyle James Inbound Marketing Gentleman @kylejames kyle-james.com
  • 2. Social Media Comes Last • You fail in social media if you don’t do everything else right first. • SEO • Site architecture • Valuable content/Blogging • How to know if your ready? Rule of Thumb: If you aren’t doing email marketing right you aren’t ready for social media
  • 3. Inbound Be Marketing Social Success Blogging Web Voter Pyramid Link Grader Content Creation Call to Actions Page Grader Landing Pages Keyword Grader SubDomain Site Layout URL Structure Site Architecture Analytics Installed Lead Tracking Setup
  • 7. 10 Commandments of Social Media
  • 8. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 9. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 10. 1. Build Great Content • Social bookmarking was designed to share good content not spam or market • Always ask yourself “Is this content that others would appreciate?”
  • 11. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 12. 2. Build Great Relationships • Social media = building relationships • Relations come first, marketing comes second • What is successful in offline relationships translates to online relationships • Make friends – understand your friends needs • NETWORK!
  • 13. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 15. 3. Commit the Time • Like inbound marketing in general “Social Media is NOT a sprint, it’s a marathon” • Relationships take time to build • Approach social media as a learning experience; not a time drain • Dedicate a little time every day
  • 16. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 17. 4. Review Before You Submit • Build relationship comes first • Establish your profile • Build credibility and trust on a network
  • 18. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 19. 5. Give Back in the Spirit of the Golden Rule • Don’t expect people to help you without you helping them. • Give, give, give… then ask… politely • Submit others content to build relationships • Rule of Thumb: if you have 100 friends on a network be prepared to vote for 100 stories before you should expect 100 votes in return
  • 20. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 21. Is this going to add value and are people really going to care?
  • 22. 6. Think Hard Before Submitting your Own Content • Controversial rule • Ideally you shouldn’t have to submit your own content • Never should you submit everything • Don’t spam • Focus more on networking
  • 23. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 24. 7. Don’t Submit Everything • Against 6th rule: If you don’t think it’s worthy to submit why would anyone else? • Don’t spam • Rule of Thumb: In most situations only top 10-20% is actually submission worthy
  • 25. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 26. 8. Set Yourself Up for Success • On page optimization • Social bookmarking options
  • 27. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 28. 9. Don’t Forget to Convert Your Traffic • Social media drives the traffic • Make visitors sticky! • Subscribe options? • Keep it relevant
  • 29. 10 Commandments of Social Media 1. Build great content 2. Build great relationships 3. Commit the time 4. Review before you submit 5. Give back in the spirit of the golden rule 6. Think hard before submitting your own content 7. Don’t submit everything 8. Set yourself up for success with easy-to-submit content 9. Don’t forget to convert your traffic 10. Promise instant value
  • 31. 10. Promise Instant Value • Creative titles are critical Why is someone going to click? • Create instant value • Cause user curiosity • Cover a subject of buzz • Relevance is critical • Get them interested quickly
  • 32. A Social Media Strategy
  • 33. Build relationships Brand authority & expertise Links & traffic
  • 34. Build Relationship 1. Find the thought leaders in your niche 2. Build relationships with them 3. Leave comments on their blog and over time contribute more and more 4. Continue the conversations in your own blog posts
  • 35. Build Authority 1. Produce value adding content 2. Establish yourself 3. Share others content 4. Read, read, read 5. Share, share, share 6. You are the authority in your niche so prove it 7. “Read, Think, Do, Share”
  • 36. Links & Traffic • Social bookmarking provides links • Blogging provides links • Links = traffic • Links = better search results = traffic
  • 38. What Is It • Facebook is the worlds largest Social Network after recently passing MySpace • Facebook is the 5th most trafficked site in the world • Facebook is a top 20 search engine • Facebook is the largest picture sharing site • Facebook is the largest social bookmarking site • FACEBOOK IS HUGE!
  • 39. What It’s Good For • Simply based the numbers, part of your audience is on Facebook • Staying Connected with family, friends, coworkers, clients, and potential clients • Being Transparent and Open Rule of Thumb: Facebook is a requirement to say that you understand the Internet and what it means to be social
  • 40. Business Goals • Build Relationships with clients and potential clients • Establish a presence for your business on Facebook through a Company Page and groups • Leverage viral features to strengthen brand awareness • Generate traffic, links, and sales leads through viral features • Potentially buy targeted ads to prospects by an extensive set of demographic and psychographic information not available anywhere else
  • 41. Things You Can Do On Facebook • Build a profile • Pictures/video • Join a group • Fan a page (business, school, etc) • Install an application • Email • Waste LOTS of time • Rule of Thumb: It’s extremely easy to see if someone is engaged in Facebook or simply watching
  • 45. Importance of Pictures • A picture is worth a thousand words • Picture tell stories • Rule of Thumb: It’s ok for pictures to be fun, but always be conscious that they are putting out a positive vibe. If it’s controversial or negative, consider the consequences.
  • 50. Reasons for Profile Settings • Allow work contacts to see different content than friends • Post personal information that you want to share with a select and small group • Invite a specific “friend list” to an event
  • 53. Personal Profile – What Not To Do Profiles are for people, not companies.
  • 54. Now Go Find Friends • Friends from other networks • Co-workers • Family • Look at your friends’ friends • “People you may know” too
  • 55. Go Create a Facebook Profile
  • 60. Create a Business Page http://www.facebook.com/pages/create.php Note: You must be logged in to create a Page.
  • 64. Tip #1: Create an Engaging Page • Events • Videos • Discussions • Photos • Blog Articles
  • 65. Tip #2: Leverage the Viral Nature of Facebook – News Feed • News Feed shows updates on your and your friends’ activity • First thing you see when you log in • Your updates show on your profile “Wall” • Allow users to engage with you – each activity is shared with their network
  • 66. Tip #3: Draw on Your Network
  • 67. Tip #4: Optimize for Search • Public Search • Facebook Search • Check your settings • Based on # Fans
  • 68. Tip #5: Advertise on Facebook http://www.facebook.com/advertising/ Note: You must be logged in to create an ad
  • 70. Go Create a Business Page or Industry Group
  • 72. What is LinkedIn? • Over 38 million members in over 200 countries* • Executives from all Fortune 500 companies are on LinkedIn* • Professional networking • Rule of Thumb: LinkedIn is your 21st century resume. Make sure that you keep it updated and accurate. * http://press.linkedin.com/about
  • 73. Professional Resume Online • Digital business card • Keep it updated • Levels of connections • Joining group associations • Staying connecting with business associates
  • 74. LinkedIn Business Goals • Increase your visibility and brand awareness • Establish your personal brand and provide inbound links to your site • Make professional connections with valuable business partners, clients, and potential clients • Generate traffic, links, and sales leads naturally through viral features • Establish your presence as a thought leader in your industry • Join professional groups • Creating and administering a professional group
  • 75. Set Up Your Profile • Build a robust profile including: • Current and past work experience, education, certifications, professional and personal interests • Join groups and associations based on your industry, education, interests and hobbies • Set your contact settings
  • 77. Edit Your Public Profile Settings • LinkedIn profiles receive fairly high PageRank • Create a “Full View” or “Limited View” of your profile • Set a custom public profile URL using your name http://www.linkedin.com/in/elliemirman • Enable your websites to be shown on your public profile • Use your favorite keywords as anchor text
  • 78. Ranking in Google • LinkedIn Profiles also hold a lot of search engine authority • For me it’s above Facebook or Twitter profiles
  • 80. Create a LinkedIn Profile
  • 83. Connect with Others • Who should you add to your network? • Colleagues • Co-workers and previous co-workers • Customers • Industry contacts • Bloggers in your product area • Find existing contacts • Help contacts find you
  • 85. Power of the Network • Connections of connections of connections
  • 86. Power of the Network
  • 88. Answer Questions • Answer a question and your connections will see it in their Network Updates feed • Gain expertise points with “best answers” • Subscribe to your HubFeed for social media monitoring • Engage in group discussion forums
  • 91. Answer Best Practices • good information • short / easy to skim tips • link back to blog articles if it makes sense
  • 92. Find an Answer a Question
  • 93. Get Recommendations • Ask for referrals • Get listed in the Service Providers directory • Graphic Designers, Consultants, Recruiters, Real Estate Agents, Doctors, General Contractors, Travel Agents, etc. • Score points and show up higher in the search results
  • 96. Ask or Give a Recommendation
  • 98. Company Pages • Rankings in Search Results
  • 99. Adding a Company • If your company is not listed
  • 100. Create or Edit your Company Page
  • 101. How to Create a Group
  • 102. Create a Group • Create a clear title and description using a high volume favorite keyword • Create a “cool” logo • Host a dedicated LinkedIn group page on your website www.promarketers.com
  • 103. • Make sure to create a cool logo to fit the size • Group name is important • Link to a page or website created for the group that isn’t selling • Make sure to display the group in Group Directory
  • 105. Promote Your Group • Who wants to join a group with no members? • Invite co-workers to join and discuss • Invite key customers and contacts • Publish in email newsletter • Invite industry experts • Integrate LinkedIn into your marketing
  • 106. Pro Marketers on LinkedIn
  • 111. Email & Featured Discussion
  • 114. Create a Niche Group
  • 116. What is Twitter? • “Instant Messaging on Crack” • Micro-blogging platform • 140 character updates • Designed to be extremely simple • Like Status Updates on Facebook • Roughly 6 million users on Twitter
  • 117. Twitter Feed • Constantly updating page
  • 118. What is Twitter Good For? • Communicating and relationship building • Share information quickly with others • Thought leadership and authority building • Media, PR, Marketers, Tech are a large percent of Twitter users. Knowing this is very valuable. • Rule of Thumb: As Facebook is a requirement to say that you understand the Internet, Twitter says you are cutting edge.
  • 119. Twitter Business Goals • Engage your senior executives in social media • Build Relationships with potential clients, PR relationships with media and bloggers • Monitor your company/brand on Twitter • Promote blog articles, webinars, interesting news and more • Announce specials, deals, or sales • Live update on events or conferences
  • 120. Starting Twitter • Setup a personal profile
  • 121. Starting Twitter • Setup business profile • Setup product profile • Setup top executive personal profiles
  • 123. Create a Twitter Profile
  • 124. Put a Bio in Your Profile
  • 125. Identify Yourself in Your Bio
  • 126. Put a Link in Your Profile
  • 129. How to Post on Twitter Step One 1. Login to your Twitter account 2. “Tweet” whatever you want to talk about and share.
  • 130. Post Your First Tweet
  • 131. URL Shorteners Because every single character is vitally important • http://bit.ly • http://tinyurl.com • http://is.gd
  • 132. A Reply or the @ Symbol • Responding to someone else
  • 133. Direct Messages • Start a message with “DM”
  • 134. Send A Reply (@) Direct Message (DM) Link To A Webpage (Use a URL Shortner)
  • 135. Hash Tags # • Follow topics and events (#IMS08) • Inbound Marketing Summit • IMS 2008 • IMS08 • IMS2008 • Find people talking about similar topics
  • 137. How to Tweets? • RT @username: Original Tweet (Via @username)
  • 139. How to Search Twitter • Search using box • Follow discussion about your company and brand • Look at trending topics
  • 140. Twitter Clients • TweetDeck • Twhirl • Mobile Phone Apps • Twitpic
  • 143. Don’t Create Noise… Create Value
  • 144. It’s a Discussion, Not a Broadcast
  • 145. Go Make Friends! • Use Twitter Grader • Look for your tech savy friends • Favorite bloggers • Look at your friends friends • Search twitter for your business • Use Twitter
  • 147. Follow to Get Followers
  • 148. Don’t be a Spammer
  • 149. Follow Top Twitter Users twitter.grader.com/topusers
  • 150. See Who Thought-Leaders Follow twitter.com/dmscott
  • 151. Follow People Who Follow You
  • 152. Follow People of Interest on Twitter
  • 153. How to Succeed With Twitter Track & Build Your Analyze Network Engage With Your Community
  • 156. Twitter for PR Need to urgently speak with a business that is very actively leveraging social media strategies; for ZDNet I spoke about our use of social media for biz on 2 panels - http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9 408 555-1234? I will call you right now Elapsed Time: 50 Minutes
  • 157. Who’s Talking About Your Keywords? search.twitter.com/search?q=lead+generation
  • 159. Follow Your Brand in Conversations
  • 160. Use Favorites to Save Highlights twitter.com/HubSpot/favorites
  • 163. Twitter Feed Your Blog, Flickr or Any Feed • Allows you to automatically update your Twitter stream with content you’ve published elsewhere
  • 164. Why Do I Want to Get ReTweeted? • Followers • Buzz • Traffic
  • 165. ReTweets = Link Sharing
  • 166. Follower Count • A measure of your raw distribution power
  • 167. Follow to Get Followers
  • 168. Using Twitter for Events
  • 170. Impact on Our Sales Funnel 600 35 30 500 25 400 20 Visitors Leads HubSpot.com 300 Referrals From 15 Twitter 200 10 Leads From Twitter 100 5 0 0 New source of visitors & leads