2. A Strategic Look at the Social Landscape
Evaluating the Business Value
Best practices for Businesses (non-network specific)
Up Close & Personal with the Networks
In depth with the photo-based networks: Pinterest & Instagram
Overview of Facebook | Google+ | Blogging | LinkedIn
Making It Work for You
Which Networks Should You Be In?
Developing a Social Media Strategy & Editorial Calendar
Five day plan for working your social networks
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.

3. Social media provides us with three direct opportunities…
Credibility &
Exposure
C&E
N
Active Networking &
Relationship Building
R
Research, Intel & Insights
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Which do you find
yourself spending more
time doing?
Which would give you a
greater return on your
investment of time?

4. RECOGNIZING THE OPPORTUNITIES
Opportunities & Objectives
The
There is also a very Opportunity to
important additional
Expand your presence
benefit you get from Search Engines
In the
social media…
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.

5. How do We Build Credibility?
•
•
•
•
The professionalism of your Profiles and branding (Have you cleaned house lately?)
Your contributions to online conversations (as well as other pages, groups, etc.)
The content you share (which includes your work)
Ratings, Reviews, Endorsements & Recommendations from your clients and
strategic partners, colleagues and the business community
• People sharing, re-posting, liking and commenting on your content
• Other ideas?
How (and where) do we Get Exposure?
• Status and Profile updates
• Having your content shared/re-posted by others
• Comments on others’ conversations and through
your contacts’ profiles
• Being ‘found’ in searches
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
It’s easy to get overly focused
on the exposure …
Don’t confuse exposure
for networking… 

6. Don’t be this guy:
Overexposure can be
worse than NO exposure.
Timing is everything!
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.

7. How do your updates impact others?
How can timing your exposure benefit you?
3 Examples of activities where timing is key:
• Posting when your TARGET MARKET is most active
• Requesting Reviews/Ratings & Recommendations
• Multiple updates/Housekeeping
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.

8. Being smart about planning your Exposure is important.
Equally important is your
active use of the tools to connect with others
What are the traits of the best networkers offline?
Most of the same common sense courtesies translate to
the social networks
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Speaking of Common Sense
Guiding Your Efforts…

9. Social Media is…
Using Technology
for This
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Not for
This

10. Smart Strategy: Yes or No?
Tools exist that can help you push the same status update to all of
your social networks
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.
Just a little creativity goes a
Long way…

11. What
relevant,
quick hit
information
can you
share?
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.

12. Almost all companies’ social media etiquette
mistakes stem from an incorrect
understanding of why people use social media
Why do YOU use social networks?
Why do you follow – or UNFOLLOW – companies on social networks?
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.

13. Don’t be this guy!
Getting More From LinkedIN: Maximize
Your Networking in 15 Minutes Per Day
It’s not all about YOU,
It’s all about US…

14.  Always phrase a post so that it solicits the opinions and
contributions of your fans/followers
 Tag people and companies when you can. This is good form and
also gains you added exposure
 Always respond to comments
 Do not delete negative posts
 Avoid commenting on politics, religion and other subjects that people feel
strongly about
 Don’t only post your own material – utilize great resources
provided by others and give them the credit for it
 Use #hashtags, but keep it relevant and don’t over-do it
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.

15. Let’s Get Up Close
and Personal with
the Networks

16. Pinterest is a network built around sharing engaging visual content. Users share
content from the web, by “pinning” them on to a series of virtual PinBoards.
“Pinners” can create, share, collect and repost information in image or video format.
Since launching 3 years ago, Pinterest
has surpassed 70 million members and
is the largest driver of referral traffic on
the web.
Offers opportunities for both B2C and
B2B companies
A relaxed activity of leisurely
entertainment, exploration
Wondering Why
You Should
Care?

17. Pinterest’s Impact
Pinterest is more effective at driving new traffic compared to
other social media sites – even Facebook! (source: Hubspot)

18. Pinterest is great for reaching
2 important audiences:
81% of U.S. women online trust
Pinterest as a source for
information and advice
How do the other networks
compare?
Facebook – 67%
Twitter – 73%
(Source: SocialMouths)
Mobile visitors account for
55% of Pinterest's audience
Mobile-only visitors
represent 35% of Pinterest's
audience
(Source: Business Insider)
But does it drive sales?

19. Pinterest’s Impact
Pinterest users
spend more than 2x
as much as
Facebook users.
The average order
value when a user
follows through on
a purchase from a
product seen on
Pinterest is $179.36
(Source: Fast Company)

20. Getting Started…
(1) Make sure your account is a ‘business’ Pinterest account. You can convert an existing
(individual) account or create a new one. To do so, go to :
business.pinterest.com
(2) Make sure your website, blog and their images are ‘pinnable’.
• Make sure your IMG title/alt tag includes your keywords, since that is what is
pulled as the pin description when someone pins from the web
• For blog posts, always include an image, and be sure to include the title of the
post or a teaser overlaid on the image
(3) Pinterest is a VISUAL medium; make sure your images are beautiful,
captivating, colorful!
(4) Encourage pinning on your website
Add 'Pin It' button to every image.
For ‘Pin It’ buttons, Rich pin information and other tools
(plus complete documentation) visit:
developer.pinterest.com

21. Create Boards Thoughtfully
…and name them appropriately!
• Target Market(s)
• Your Products/Services
(photobooks? Categories of shoots?)
• The Industry and Industry Trends
• Your Company, Culture & People
BOARD OPTIMIZATION TIP:
Whatever you title your board will
be used as part of your Pinterest
URL; use keywords in your title and
description

22. Board Ideas for your
Business’ Pinterest Account
Don’t just self-promote. Showcase the
Lifestyle behind your brand and share the
Sizzle of your industry!
•
•
•
•
•
•
•
•
Examples of your product or service in
use (creative products featuring your
photography – books, prints, special
frames. etc.)
Showcase your clients
Spotlight your work/portfolio
Tutorials and how-to videos
Boards for each key team member or
role (inspiration? Favorites?)
Seasonal or holiday boards that relate
to your target markets.
Relevant Industry infographics, trends
statistics, ebooks, reference guides,
etc.
A Board for your blog posts

23. 4 Ideas for Creating
INTERESTING Pinnable Content
Create infographics
Share info about the industry,
trends, statistics, etc. Things you
can illustrate visually.
What are 3 things you could create an
infographic around?
Checklists
Educate your audience!
• 10 tips for dressing for your
shoot, 5 things that impact
how you look in photos
• Checklist of things to bring to
your shoot
•
What FAQs do you regularly get about
what you do?
Tutorials
These get some of the highest number
of click-throughs. Teach people. Be sure
to keep this VISUAL, even if you only
use 3 photos to show steps.
What could you demonstrate with a tutorial?
Videos
Go to YouTube and if you have the 'Pin It'
Bookmarklet you can pin directly from the
page. Video content provides one of the
highest forms of engagement on
Pinterest. *Especially great for coaches
and personal brands.
Just in case you need a little help…

24. Content Creation & Mgt Tools
Infogr.am - create infographics
Has pre-made templates and you can plug in data points,
images or video.
PicMonkey.com - allows you to pimp your photos, put
images in and put text across that, has banners you can put on,
etc. Is free but also offers a monthly subscription if you want
extras.
Screenflow - record videos for Mac. (Camtasia for PC ).
Allows you to record your screen and/or you. If you don't like
being in front of the camera, this will capture what you're
doing.
[A Few Management Tools]
PinGraphy.com - A Pinterest Management Tool that
allows you to schedule and bulk load your pins.
Pinstamatic.com – Allows you to add additional types of
content to Pinterest
Pinalyzer.com suggests pins and people to follow and
analyzes your influence on Pinterest.
Your Boards Are All About You…
But there’s More Involved…

25. Actively Participate – Be Present!
• Follow
• Like
• Pin
• Repin
• Comment
… REPEAT!

26. Housekeeping: Caption Essentials
When Pinning for your company - be sure to include a CAPTION.
(1) Include a Call to Action
Increases engagement by 80%.
'Click here to see the full post: www.atlanticwebworks.com/blog'.
(2) Feature Keywords in your captions.
People use the search box in pinterest and use of keywords
makes sure they find your pins and boards. Use keywords in your
board titles, the 'about' section and captions.
(3) Include Your URL!
Just type the URL in the image description area for your pin and
they'll automatically be hyperlinked.
(4) Include Prices Where Relevant
Type the dollar sign and then the numeric value for your
caption. It will automatically be indexed on the 'gifts' category
on Pinterest. The only way to get your products or pins into that
area is by putting the dollar sign and amount into it.

27. Community Boards….
Community boards provide exponentially more exposure
You invite people to be contributors, so you have a
degree of control
WHO DOES IT MAKE SENSE TO INVITE?
You may want to include an invitation on your board
description: "If you would like to be invited to contribute
to this board, email us at X@X.com”
You also want to JOIN OTHER PEOPLE’s BOARDS and PIN
TO THEM! (this is additional exposure for you!)

28. Let’s take
a quick
break…

29. Inro…
A free mobile photo-sharing app owned by
Facebook
Instagram requires no typing. You just snap a
photo or 15 second video and post in
seconds.
Of those who have a profile, 61% have used it
in the past 24 hours, an adoption level only
surpassed by Facebook (at 84%).*
*Statistic courtesy of The Social Habit
Launched October 6, 2010
150M active accounts
16B photos shared
1.2 B likes daily
You can embed images from others’ accounts
Your captions and hashtags capture the “what?”
and your Photo Map answers the “where?”

30. Take people with
you!
(this is in-the-moment posting, not
scheduled or back-posted content)

31. Get ‘em Involved:
Provide An Insider’s Peek
•
Doing a photo shoot? Filming a commercial?
Constructing models? Snap some pics so your
followers get a ‘backstage pass’ to the action!
(Furniture Market, Manufacturing lines, etc.)
•
What’s the least known aspect of what you do?
•
Give exclusive previews of new venues or
products soon to be unveiled, or virtual tours of
new offices/studios, production facilities that will
be opening soon

32. Creatively Spotlight Your Services and
Those Who Use Them
•
Spotlight customers ‘caught in the act’ of being shot
or preparing for a shoot
•
Post Zoomed in/Odd Angle shots of one of your
locations or a prop and challenge followers to
identify what it is
•
Shoot products that go WITH (or complement)
specific products of yours and challenge followers to
recommend which of your products goes best with
them
•
Fun client meeting shots
•
Invite customers to share (and tag) their favorite
uses of your photography, or their favorite photo(s)

33. Get ‘em Involved:
The Professional’s Perspective
•
Show off some of the equipment and supplies that play a
role in the services you provide
• Fitness trainer? Favorite workout equipment
• Photographer? Show your most prized camera lens
• Mechanic? Share a pic of sophisticated diagnostic
equipment
•
Show how your protography is made… are there interesting
processes? Visually rich steps? Show progress photos in a
multi-part series or a collage of select stages.
•
Have something big coming up? A media interview? A
kickoff party? A new studio opening? Business Anniversary?
Share shots of the preparation.
• Makeup being done before an interview
• Promo items or party festivities being arranged
• Peeks at new office décor, moving in, etc.

34. Showcase what your
products/services can do
Create before and after pics that allow a quick visual
comparison (ex. Previously-used headshots, corporate
shots, product shots along with the new and improved
replacement)
Show pics of alternate uses for your services
Invite your customers to post (and tag) pics of creative
uses for your photography and post these to your
account with credit to the customer
Does your service create an actual impact that can be
demonstrated photographically?

35. Introduce Your Team – Share Your
Culture
•
Feature fun shots of staff and staff that are
behind the scenes
•
Share pics of internal events – staff birthdays, new
babies, celebrations, etc.
•
Does your company participate in charity events
or support nonprofits? Do you have a staff
volunteer day? Share the pics!
•
Does your company allow pets in the workplace?
Share their pics, too!

36. Events & Trade Shows
Mercedes-Benz Photowall at International Motor Show (IAA) in Frankfurt
Mercedes-Benz constructed a showspace composed
entirely of Instagram images: 7 million pixels across
nearly 13,000 square feet.
Photoblogger shoot out – Mercedes Benz hosted four
photobloggers for one of their events, and each
blogger uploaded 1 pic per hour using a designated
hashtag. The Instagram community could vote (with
likes) on the images over the next 24 hours.

37. Creative Promotions & Tie-Ins
PayPal invited guest
Instagrammers to share
what freedom means to
them through a single
photo and caption for
their 5-day ‘FREEDOM’
photo series. (July 4th)
Heineken’s Crack the US
Open contest stitched
together more than 200
photos to create a mosaic
panorama of tennis fans
seated in the stands. Then
they posted a clue and
codeword to their
account, prompting
people to search for a
particular fan to win
tickets. (US Open)

38. FB is the most revealing
platform:
Don’t forget…
comments posted on your Business page are
always perceived as your BRAND speaking,
not the individual who posted
• People are less guarded
• No restriction on post
length
• People are more
expressive of their
personal opinions
• More ways to share
information, images,
video, comments, etc.

39. • Don’t post photos without the permission
of the people pictured
• Don’t post more than once per day
(but do post at least 3-5 times per week)
• Unless you’re Dick’s Last Resort, don’t be snarky
• Groups are a great way to enhance your page, but don’t browbeat people via
email, wall post or (private) message if they aren’t interested.
• Don’t create ‘fake’ accounts so that you can comment on your own posts.
• Don’t run fake contests and giveaways
• If you’re filling in your timeline history (backward populating), be sure to turn
off your status update broadcast

40. Keep it short: 300-400 words, no more than
750 words, max!
Always acknowledge comments on your posts.
Don’t comment on other people’s blog posts
using your company name – use your own
name (“Jane Smith” not “Allied Agents LLC”)
Don’t use content from another blog without
attribution.
Don’t send a pitch to a blogger requesting a link
exchange even though your site has no
relevancy to the blogger’s content.

41. Be HUMAN.
Even Pros have
Snafus; why not
show some of
Them?
It’s all in how
you handle it.
Example used is from one of our
Favorite professional photographers’ blogs,
Brian Dorsey Studios.
Visit his blog at:
http://blog.briandorseystudios.com/

42. Even Pros get
PHOTOBOMBED!
And we all love to
chuckle over them…
Show your sense of
HUMOR.
Example used is from one of our
Favorite professional photographers’ blogs,
Brian Dorsey Studios.
Visit his blog at:
http://blog.briandorseystudios.com/

43. You have two entities
here:
Your personal profile
Your business profile
Both should be
fully fleshed out.

44. Your Company Page (business
profile) should include:
• Full description/overview
• Entry for each of your
services
• Header/Featured image for
the main profile page and an
image to represent each
product/service
• RECOMMENDATIONS for
each service

46. •
Google+ is the social layer for ALL things Google, it is not just a
social network
•
A thriving Photography Community has established itself on the
network
•
It also offers a great tool: Google+ Hangouts (Free video
conferencing with up to 10 people from anywhere in the world)
•
The mobile experience is gorgeous and fluid
•
All public content is indexed for Google search
•
Being active on Google+ increases your chance of improving your
standing in search results

47. Assembling the Team
Will you handle your social media in-house or Outsource?
Do not discount personality and
social etiquette!
•How many staff will
you use, and how
much time can they
dedicate to social
media each week?
Each day? Hour?
Response time
•Do you have
marketing-savvy
staff with experience
in each of the
networks you’ll use?
•
Factor in training
Time/Staff
Availability
Expertise
and
Capabilities
Budget
Management
•Does the time
savings of
outsourcing justify
doing so?
•Does your budget
cover hiring staff?
• Monitoring,
Analytics, Reporting,
Content Cultivation
Factor in SaaS and the cost of your tools
and needed training
How will you stay current?
(Social Media is constantly changing)

48. There are plenty of resources available!
FREE
• Workshops, seminars/webinars and conferences
• Books
• Blogs and online resources (Social Media Examiner, Socialtimes.com)
• Forums
• SaaS-sponsored tools and resources (Hubspot, Radian6, etc.)
PAID TRAINING RESOURCES
• Customized Social Media Plan Development
• One-on-One personalized training & coaching
• Workshops, seminars and conferences
• Certification Courses
Social Media cannot happen in a vacuum…

49. Evaluate In-House Resources, Define Roles
Whether you manage your own social media or not, you’ll still need to get
participation and buy-in from your team.
Content
Creator
Content
Contributor
CLO
(Chief ‘Like’
Officer)
Photo/Video
Source
Quality
Control &
Review
Subject
Matter
Expert(s)
Once the team is nailed down, you’ll need
to document the details…

50. Essential Documentation
Social Media Policy
Editorial Calendar
Positioning Statement
Weekly/Monthly Reporting
Social Network Credentials Log
Protocol for how to respond online:
• Negative comments
• Inappropriate language or posts
• Positive comments
• Requests for service/information
Let’s take a closer look at the first three…

51. Elements of a Social Media Policy
Communicate the company’s purpose for using social media
Emphasize the importance of taking responsibility for what you write,
and using good judgement
Detail what ‘being authentic’ means with regard to posts – using your
Name, company name, etc.
Respecting copyrights and fair use
Protection of confidential and proprietary information
Detail which job titles/positions can use social media during company
time, and in what circumstances/toward what purpose
http://socialmedia.policytool.net/

52. Editorial Calendar
Identifies themes/topics for the week and month
Gives an at-a-glance overview of the topics, events, initiatives and promotions
that will be posted on each of the networks for the month
Assigns key posts (such as
Blog posts) to team members
or guest bloggers along with
date each will be
posted

53. Questions?
The Photographer’s Field Guide to Social Media: Strategies for Building Business & Exposure
Copyright 2014, Adrienne Cregar Jandler. All Rights Reserved.