Social Media Best Practices for Hudson Valley Bank 2014

1. 1

2. 2
— Why
Use
it?
— We’ll
cover
• Facebook
• Twi9er
• LinkedIn
• Pinterest
• Google+
• Blogs
Social
Media

3. 3
Why use it?

4. 4
It’s
the
new
SEO
— Social
Media
OpJmizaJon
(SMO)
is
the
new
SEO,
or
rather
two
halves
of
a
whole.
— SMO
is
the
distribuJon
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
opJmized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— Social
media
is
included
in
Google’s
algorithm
for
search
engine
results:
Facebook
and
Google+
key
— SEO
+
SMO
=
Amplified
findability
in
the
tradiJonal
and
social
web.

5. 5
It’s
Huge
— Facebook:
1.15
billion
acJve
users
— Twi9er:
500
million
acJve
users
— LinkedIn:
238
million
users
— YouTube:
1
billion
users
(4
billion
views
per
day!)
— Pinterest:
70
million
users
— Google+:
300
million
monthly
users
— Blogs:
66
million
blogs,
346
million
people
readers
each
day

6. 6
It’s
EffecJve

7. 7
It’s
Growing
— According
to
the
Pew
Research
Center:
— U.S.
adults
who
use
social
media
sites
has
risen
from
8%
to
72%
since
2005.
That’s
an
800%
increase.
— Six
out
of
ten
internet
users
ages
50-­‐64
are
social
networking
site
users,
as
are
43%
of
those
ages
65
and
older.
— Roughly
81%
of
SMBs
are
using
social
media,
according
to
a
LinkedIn
study
released
Feb
2014,
and
of
those
that
use
social,
94%
do
so
for
markeJng
purposes.

8. 8
It’s
Real-­‐Time
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informaJon
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-­‐Jme
— Have
a
plahorm
for
announcing
news,
promoJons,
events
— Generate
new
business
leads

9. 9
Geing
Started
— Map
out
your
strategy
— Define
your
business
goals
and
objecJves
for
social
media
— Increase
sales,
brand
awareness,
engagement,
drive
traffic
to
your
website,
create
a
community
on
your
page
— IdenJfy
your
compeJJon
and
what
disJnguishes
you
from
your
compeJJon
— Define
target
audiences
and
key
messages
— Define
categories/topics
for
social
media
updates

10. 10
Geing
Started
— Create
your
plan
–
align
with
off-­‐line
markeJng
calendar
— IdenJfy
the
most
important
keywords
for
your
business.
Use
these
consistently
in
all
posts,
tweets,
updates.
— Set-­‐up
your
profiles
and
pages
and
start
posJng
— Ensure
you
have
a
consistent
design/branding
across
all
plahorms
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.

11. 11
Social
Media
Plan
— Set-­‐up
Google
AnalyJcs
to
monitor
web
traffic
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
— Set-­‐up
and
use
a
dashboard
(Hootsuite,
etc.)
to
manage
your
social
media
updates

12. 12
Why
Use
Facebook
— Increase
visibility
— Connect
with
customers
— Increase
engagement
— Promote
your
brand
— Create
a
community
— Promote
and
manage
events
— Give
back
to
loyal
customers
through
special
offers
and
discounts

13. 13

14. 14
Engage
and
grow
your
following
— Like
complimentary
businesses,
clients,
prospecJve
clients
— Hold
contests/sweepstakes/giveaways/refer-­‐a-­‐friend
— Upload
and
invite
your
email
list
— Invite
your
friends
— Run
Facebook
Ads

15. 15

16. 16

17. 17

18. 18

19. 19

20. 20
Twi9er
— Microblogging
site
that
enables
users
to
send
and
read
other
users’
updates
(known
as
tweets)
— Text
based
posts
— 160
characters
total
— 20
for
username,
140
for
message
text
— Updates
appear
on
the
user’s
profile
page
and
are
delivered
to
other
users
who
have
signed
up
to
receive
them
(followers)

21. 21
Twi9er
— An
informaJonal
tool
–
provides
informaJon
to
others
— A
conversaJonal
tool
–
respond
to
other
people’s
tweets
and
engage
in
dialogue
— Great
way
to
network
and
communicate
with
new
and
old
contacts
— You
choose
the
message,
not
the
recipient

22. 22
Twi9er
-­‐
DefiniJons
— Tweet
-­‐
When
you
hit
send
on
your
140
characters
on
twi9er
it’s
called
a
tweet
or
tweeJng
—
Handle
–
your
Twi9er
name
@GibbonsDigital
–
balance
short
with
descripJve.
— Follow
–
this
is
simply
the
act
of
adding
someone
to
your
list
of
people
you
are
following
–
this
makes
their
tweets
show
up
on
your
homepage.
— Replies
–
this
is
what
it
is
called
when
someone
writes
a
tweet
directly
at
your
handle
-­‐
@GibbonsDigital
cool
post
today
blah
blah
–
this
is
ooen
an
invite
to
engage
with
a
follower.
— Retweet
–
this
is
a
tacJc
of
republishing
someone
else’s
tweet
–
the
original
tweet
along
with
author
stays
in
tact,
but
you
are
basically
showing
someone’s
tweet
to
your
followers
–
many
people
find
this
a
great
way
to
add
content
and
acknowledge
good
stuff
from
the
folks
they
follow
— DM
–
this
is
a
message
that
is
sent
directly
to
another
user.
They
must
be
following
you
for
you
to
DM
them,
but
this
is
a
very
useful
tool
for
private
messages
and
generally
a
good
choice
when
you
start
going
back
and
forth
with
someone
on
something
your
enJre
base
of
followers
might
not
find
interesJng.
— Hashtag
–
this
is
a
way
people
categorize
tweets
so
that
others
might
use
the
same
tag
and
effecJvely
create
a
way
for
people
to
view
related
tweets
–
it
will
something
like
#markeJng
–
more
on
this
in
search.

23. 23
Anatomy
of
a
Tweet

24. 24

25. 25

26. 26

27. 27
LinkedIn
— The
world’s
largest
professional
network
with
over
175
million
registered
members
and
growing
rapidly.
— Connects
you
to
your
trusted
contacts
and
helps
you
exchange
knowledge,
ideas,
and
opportuniJes
with
a
broader
network
of
professionals.

28. 28
28

29. 29
Engaging
on
LinkedIn
–
Status
Updates
— Share
links
to
interesJng
arJcles,
websites
or
video
you
have
found
that
some
individuals
in
your
network
might
appreciate.
Try
to
use
words
that
grab
the
readers
and
encourage
them
to
click
the
link.
— Pose
a
quesJon
that
could
lead
to
solving
a
problem
you
have,
like:
"Anyone
know
about…?"
— Conduct
an
informal
poll
relaJng
to
a
topic
that
is
of
interest
to
you,
such
as:
"What
interest
rates
are
you
seeing
for
lines
of
credit
in
the
current
environment?"
29

30. 30
Company
Pages
— Central
hub
where
millions
of
LinkedIn
members
can
go
to
keep
in
the
loop
on
company
news,
products
and
services,
business
opportuniJes,
and
job
openings.
— Also
perfect
place
to
start
conversaJon
with
your
customers,
prospecJve
clients,
job
seekers,
post
company
updates.
— Post
industry
arJcles
and
fun
facts.
— These
updates
appear
on
your
company
page
and
also
the
pages
of
your
followers.
— Have
followers
Like
your
post
so
it
goes
viral.
— AnalyJcs
pages
to
see
acJvity
on
the
page.
30

31. 31

32. 32

33. 33

34. 34
34

35. 35

36. 36

37. 37

38. 38
What
is
it?
— Pinterest
is
a
“virtual
pinboard”
that
lets
people
share
anything
and
any
topic
on
the
web
that
they
find
interesJng
and
beauJful
–
e.g.,
pictures,
quotes,
recipes,
etc.
— Centered
around
the
social
discovery
of
objects
(as
opposed
to
friends
and
family)
— Content
is
organized
in
“Boards”
and
organized
in
categories.
— Each
piece
of
content
is
called
a
“Pin”

39. 39
39
Examples
of
Pins

40. 40
Pinterest
is
one
of
the
largest
social
media
networks
on
the
web.
The
network
saw
+4377%
growth
between
May
2011
and
May
2012.

41. 41
41
Mashable, 2013

42. 42
Pinners
don’t
just
shop,
they
spend
— The
average
social
shopper
(that
is,
a
shopper
who
discovers
an
item
on
the
plahorm
and
clicks
off
site
to
buy
it)
spends
an
average
of
$60
to
$80
when
coming
from
Facebook
— The
average
social
shopper
spends
more
like
$140
to
$180
when
coming
from
Pinterest

43. 43
Engaging
on
Pinterest
— Build
your
brand
out,
share
interesJng
and
relevant
content,
create
engagement
— Add
products
with
prices
to
drive
awareness
— Service
businesses
can
create
posJngs
with
infographics
that
contains
useful
informaJon
or
a
graphic
with
a
quote
— Post
videos
(hosted
on
YouTube)
— Add
links
to
your
pins’
descripJons
giving
your
business
the
benefit
of
your
links
carrying
over
with
your
pins
when
users
re-­‐pin
them
43

44. 44
Engaging
with
Pinterest
— So
make
sure
you
add
at
least
one
or
more
shareable
image
to
every
page
of
your
website
so
your
readers
get
to
choose
their
favorite
image
to
pin.
— Find
the
most
shared
images
on
Pinterest
and
get
to
know
who’s
sharing
them.
You
need
to
do
this
regularly
to
improve
your
own
Pinterest
markeJng
strategy.

45. 45

46. 46

47. 47

48. 48
48

49. 49

50. 50

51. 51
What
is
it?
— Google+
is
a
social
networking
that
is
owned
and
operated
by
Google
Inc.
— Like
Facebook
–
personal
profiles
and
business
pages

52. 52
Why
use
it?
— No
one
loves
Google
more
than
Google.
And,
let’s
be
honest,
you
want
Google
to
love
your
business
and
the
content
you
produce
too.
If
that’s
not
reason
enough,
I
don’t
know
what
is.
— Increase
your
visibility
and
reach
by
offering
great
content
on
Google
Plus
that
people
will
like
and
want
to
share
— This
will
help
with
search
engine
opJmizaJon
(SEO)

53. 53
Engaging
with
Google+
— Share
lots
of
photos
— Think
about
your
business
–
what
images,
charts,
slides
can
you
share
to
ignite
conversaJons
— Share
fresh
content,
interact
with
fans,
etc.
— Promote
your
Google+
page
on
your
blog
and
website
— When
you
post
a
message,
photo
or
link,
ask
your
subscribes
to
share
the
content
with
their
Circles

54. 54

55. 55

56. 56

57. 57
Blogs
— Blog
=
‘web
log’
— An
online
diary
or
journal
— Anybody
can
be
a
content
generator
and
an
expert
in
their
field
— Can
be
setup
within
minutes
online
using
WordPress

58. 58
Engaging
Customers
with
a
Blog
— Answer
industry
quesJons
— Comment
on
industry
news
— Provide
how-­‐to
based
content
— Encourage
readers
to
comment
— Post
consistently
–
3
to
5
Jmes
per
week

59. 59

60. 60

61. 61

62. 62
Thank
You!
Slideshare.net/gibbonsdigital
Bridget
Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
x.com/gibbonsdigital