Introduction toSocial Media For Business

July 18 2014

copy Heidi Anspaugh

2

Overview of Social Media

Part I

Social Media Quick Stats 93 of marketers use social

media for business ndash Fast Company

79 of businesses are using or planning to use social media ndash of these 58 are currently using it and 21 are preparing to launch initiatives ndash Harvard Business Review

The fastest growing demographic on Twitter is the 55ndash64 year age bracket - Buffer

189 million of Facebookrsquos users are mobile only amp 30 of Facebookrsquos ad revenue comes from mobile - Buffer

Social Channel Overview Social networking platforms

Facebook Google+ Professional networks LinkedIn

Micro-blogging Twitter

Photo amp Video Sharing YouTube Instagram Vine

Social bookmarkingcuration Pinterest Stumbleupon

Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source

Ex Super Bowl 2013 Blackout

Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook

= major brand recognition at minimal cost

Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook

Results Engaging photos integrated

across all social platforms helps grow

their fanbase

= Increased brand awareness and product sales

Brand Examples ndash The Goodbull Good visual

representation of brandrsquos message

o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

2

Overview of Social Media

Part I

Social Media Quick Stats 93 of marketers use social

media for business ndash Fast Company

79 of businesses are using or planning to use social media ndash of these 58 are currently using it and 21 are preparing to launch initiatives ndash Harvard Business Review

The fastest growing demographic on Twitter is the 55ndash64 year age bracket - Buffer

189 million of Facebookrsquos users are mobile only amp 30 of Facebookrsquos ad revenue comes from mobile - Buffer

Social Channel Overview Social networking platforms

Facebook Google+ Professional networks LinkedIn

Micro-blogging Twitter

Photo amp Video Sharing YouTube Instagram Vine

Social bookmarkingcuration Pinterest Stumbleupon

Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source

Ex Super Bowl 2013 Blackout

Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook

= major brand recognition at minimal cost

Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook

Results Engaging photos integrated

across all social platforms helps grow

their fanbase

= Increased brand awareness and product sales

Brand Examples ndash The Goodbull Good visual

representation of brandrsquos message

o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Social Media Quick Stats 93 of marketers use social

media for business ndash Fast Company

79 of businesses are using or planning to use social media ndash of these 58 are currently using it and 21 are preparing to launch initiatives ndash Harvard Business Review

The fastest growing demographic on Twitter is the 55ndash64 year age bracket - Buffer

189 million of Facebookrsquos users are mobile only amp 30 of Facebookrsquos ad revenue comes from mobile - Buffer

Social Channel Overview Social networking platforms

Facebook Google+ Professional networks LinkedIn

Micro-blogging Twitter

Photo amp Video Sharing YouTube Instagram Vine

Social bookmarkingcuration Pinterest Stumbleupon

Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source

Ex Super Bowl 2013 Blackout

Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook

= major brand recognition at minimal cost

Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook

Results Engaging photos integrated

across all social platforms helps grow

their fanbase

= Increased brand awareness and product sales

Brand Examples ndash The Goodbull Good visual

representation of brandrsquos message

o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Social Channel Overview Social networking platforms

Facebook Google+ Professional networks LinkedIn

Micro-blogging Twitter

Photo amp Video Sharing YouTube Instagram Vine

Social bookmarkingcuration Pinterest Stumbleupon

Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source

Ex Super Bowl 2013 Blackout

Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook

= major brand recognition at minimal cost

Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook

Results Engaging photos integrated

across all social platforms helps grow

their fanbase

= Increased brand awareness and product sales

Brand Examples ndash The Goodbull Good visual

representation of brandrsquos message

o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Brand Examples ndash The Good Timely amp Topicalo OreoStrategy Respond in real-time to events almost like a news source

Ex Super Bowl 2013 Blackout

Results 15778 Retweets 6514 Favorites on Twitter 5500 shares and 19000 likes on Facebook

= major brand recognition at minimal cost

Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook

Results Engaging photos integrated

across all social platforms helps grow

their fanbase

= Increased brand awareness and product sales

Brand Examples ndash The Goodbull Good visual

representation of brandrsquos message

o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Brand Examples ndash The Good Personal and engagingo Coconut BlissStrategy Post interesting photos on the homepage of their website showing people enjoying their products and cross-promote on Twitter and Facebook

Results Engaging photos integrated

across all social platforms helps grow

their fanbase

= Increased brand awareness and product sales

Brand Examples ndash The Goodbull Good visual

representation of brandrsquos message

o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Brand Examples ndash The Goodbull Good visual

representation of brandrsquos message

o Amnesty InternationalStrategy Inspire and engage people with calls to action for human rights campaigns Boards are well thought out and promote specific causes ie ldquoFair Traderdquo and keep the focus on inspiration ldquoInspiring Quotes and Peoplerdquo ldquoAmnesty Activists in ActionrdquoResult Images are highly shareable which encourages people to help spread their brand message

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Brand Examples ndash The Bad Out-of-touch with brand imageo JP MorganMistake Scheduling a live QampA Twitter chat without understanding what the current sentiment was toward their brand

Results From the first announcement of the planned QampA their corporate Twitter account was bombarded with negative derisive questions They ended up canceling the chat

Takeaway Always research and measure brand sentiment and know your customer climate before planning live public events

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Brand Examples ndash The Bad Rogue hashtagging

o HabitatUK

Mistake In an effort to get more views on their posts and show up in Twitter searches this furniture store posted the exact same tweet repeatedly but inserted different brand names as hashtags

Result They made

themselves look amateurish and spammy

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

10

Part II

Getting Started

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

Social Set-up Checklist

1 Determine Your Goals amp KPIs

2 Set Social Strategy

3 Select Channels amp Platforms

4 Channel Set-up

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

1 Determining Goals amp KPIsFigure out where yoursquore going before you figure out how to get there

Common goalso Increase brand exposureo Increase customer engagemento Expand reach (grow followers)o Get actionable customer feedbacko Create brand advocateso Boost online visibility

Setting KPIso Reach = Number of Fans amp Followerso Demographics amp Locationo Number of Active vs Inactive Followerso Likes amp Shareso Comments amp Mentionso Traffic Data

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

2 Set Social Strategy Your social strategy is the single most important part of your social

media marketing initiative It determines How you will reach your goals Who your audience is and how you will target them What your brand represents and why people should care

To-Do List

1 Social Media Audit

2 Demographics Research

3 Competitor Study

4 Content Buckets

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

3 Select Channels amp Platforms Stick to Basics

Most small businesses only need to be on 3 main channels to starto Facebook ndash 123 billion users 74 of marketers use it for lead gen and 52

of those have found a customer via their Facebook pageo Twitter ndash over 288 million active users 60 of users access it from mobileo LinkedIn ndash 238 million total users 15 mil groups and 81 of users belong

to at least one group Over 3 million LinkedIn Company pages

B2B vs B2CIf your goal is to connect with other businesses consider focusing more timeon LinkedIn Google+ and blogging

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

4 Channel Set-up

1 Determine preferred handle name amp stick with it

2 Make sure itrsquos available httpnamechkcom

3 Secure your brand name httpknowemcom

4 Create accounts on every platform

5 Create the appropriate size logos and headers

6 Make sure you have brand consistency across all channels

16

Part III

Content Curation amp Creation

Types of Content

Curated Material culled edited and shared

from other sources

Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience

Examples-Interesting industry articles fascinating facts quotes or shocking statistics

Original Content created in-house to

demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos

Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness

Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it

Organizing Content I Create a Social Media Editorial Content Calendar

Streamline your daily posting schedule by planning in advance

o What yoursquore going to post

o Frequency of posts

o Which channels yoursquoll post on daily weekly monthly

II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to

o Post on multiple platforms at the same time

o Create consistency

o Avoid rogue tweeting or posting or duplicate posts

o Prevent missed posts

20

Part IV

Measurement amp Reporting

Why Measure

Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social

Defines success

Determines next steps

Identifies barriers to success

Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth

Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests

Tools amp Resources For weekly social stats reporting

(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)

Basic analytic tools (free or low-cost)

o Hootsuite

o Sprout Social

o Twitter-specific Twitter Counter Twitter Ads Social Bro

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

Types of Content

Curated Material culled edited and shared

from other sources

Benefits-Prevents your social media presence from being overly brand-focused-Encourages discussion and exchange of ideas-Broadens your social audience

Examples-Interesting industry articles fascinating facts quotes or shocking statistics

Original Content created in-house to

demonstrate your brandrsquos voice POV or thought leadership This could include articles blogs whitepapers infographics videos

Benefits-Establishes your business as a resource for others in your industry-Highly shareable-Drives traffic to your site or social channels-Spreads brand awareness

Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it

Organizing Content I Create a Social Media Editorial Content Calendar

Streamline your daily posting schedule by planning in advance

o What yoursquore going to post

o Frequency of posts

o Which channels yoursquoll post on daily weekly monthly

II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to

o Post on multiple platforms at the same time

o Create consistency

o Avoid rogue tweeting or posting or duplicate posts

o Prevent missed posts

20

Part IV

Measurement amp Reporting

Why Measure

Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social

Defines success

Determines next steps

Identifies barriers to success

Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth

Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests

Tools amp Resources For weekly social stats reporting

(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)

Basic analytic tools (free or low-cost)

o Hootsuite

o Sprout Social

o Twitter-specific Twitter Counter Twitter Ads Social Bro

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

Original Content ExampleTourism Australia creates highly engaging images paired with fun facts about Australia and then shares them on their Google+ page As you can see from the number of Likes and Shares their fans love it

Organizing Content I Create a Social Media Editorial Content Calendar

Streamline your daily posting schedule by planning in advance

o What yoursquore going to post

o Frequency of posts

o Which channels yoursquoll post on daily weekly monthly

II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to

o Post on multiple platforms at the same time

o Create consistency

o Avoid rogue tweeting or posting or duplicate posts

o Prevent missed posts

20

Part IV

Measurement amp Reporting

Why Measure

Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social

Defines success

Determines next steps

Identifies barriers to success

Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth

Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests

Tools amp Resources For weekly social stats reporting

(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)

Basic analytic tools (free or low-cost)

o Hootsuite

o Sprout Social

o Twitter-specific Twitter Counter Twitter Ads Social Bro

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

Organizing Content I Create a Social Media Editorial Content Calendar

Streamline your daily posting schedule by planning in advance

o What yoursquore going to post

o Frequency of posts

o Which channels yoursquoll post on daily weekly monthly

II Use a Scheduling ToolMost businesses who post on a regular basis use some type of auto-scheduling tool like Hootsuite or Sprout Social These help to

o Post on multiple platforms at the same time

o Create consistency

o Avoid rogue tweeting or posting or duplicate posts

o Prevent missed posts

20

Part IV

Measurement amp Reporting

Why Measure

Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social

Defines success

Determines next steps

Identifies barriers to success

Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth

Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests

Tools amp Resources For weekly social stats reporting

(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)

Basic analytic tools (free or low-cost)

o Hootsuite

o Sprout Social

o Twitter-specific Twitter Counter Twitter Ads Social Bro

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

20

Part IV

Measurement amp Reporting

Why Measure

Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social

Defines success

Determines next steps

Identifies barriers to success

Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth

Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests

Tools amp Resources For weekly social stats reporting

(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)

Basic analytic tools (free or low-cost)

o Hootsuite

o Sprout Social

o Twitter-specific Twitter Counter Twitter Ads Social Bro

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

Why Measure

Examplesndash Level of engagement with postsndash Follower growthndash ROI lead generation from social

Defines success

Determines next steps

Identifies barriers to success

Examplesndash Negative sentimentndash Lack of quality engaging contentndash Slow or null follower growth

Examplesndash Revamp content strategyndash Implement more channelsndash Next-level social campaigns amp contests

Tools amp Resources For weekly social stats reporting

(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)

Basic analytic tools (free or low-cost)

o Hootsuite

o Sprout Social

o Twitter-specific Twitter Counter Twitter Ads Social Bro

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

Tools amp Resources For weekly social stats reporting

(Data can include follower growth audience demographics post reach organic vs paid post performance engagement impressions sentiment)

Basic analytic tools (free or low-cost)

o Hootsuite

o Sprout Social

o Twitter-specific Twitter Counter Twitter Ads Social Bro

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

Other Useful Tools amp Sites Time-saving apps and tools

Buffer (content curation) - httpsbufferappcom

Tchat (Twitter chat tool) ndash httpwwwtchatio

Disqus (blog comment mgt) ndashhttpswwwdisquscom

Bitly (link shortener) ndashhttpsbitlycom

Shutterstock (stock photos) ndash wwwshutterstockcom

Social mediacommunity blogs

bull wwwsocialmediaexaminercom

bull wwwsocialmediatodaycom

bull wwwmashablecomcategorysocial-media

bull wwwrazorsocialcomblog

bull wwwsimplymeasuredcomblog

bull wwwthecommunitymanagercom

bull wwwweb-strategistcomblog

bull httpslibraryhubspotcom

Get in Touch

Heidi Anspaugh

Marketing Creative amp Founder Cipher Collective

wwwciphercollectivecom

Email hanspaughgmailcom

LinkedIn httpwwwlinkedincominheidianspaugh

Twitter httptwittercom_anspaugh_

Thank You

• Introduction to Social Media For Business
• Overview of Social Media
• Social Media Quick Stats
• Social Channel Overview
• Brand Examples ndash The Good
• Brand Examples ndash The Good (2)
• Brand Examples ndash The Good (3)
• Brand Examples ndash The Bad
• Brand Examples ndash The Bad (2)
• Slide 10
• Social Set-up Checklist
• 1 Determining Goals amp KPIs
• 2 Set Social Strategy
• 3 Select Channels amp Platforms
• 4 Channel Set-up
• Slide 16
• Types of Content
• Original Content Example
• Organizing Content
• Slide 20
• Why Measure
• Tools amp Resources
• Other Useful Tools amp Sites
• Get in Touch
• Thank You