This document provides tips for social media optimization for businesses. It discusses common myths about social media, such as that it is free and does not generate revenue. The document then provides best practices for social media, including developing a strategic plan, creating interesting and relevant content, and focusing efforts on the networks where customers are active. It also includes tips for specific networks like Facebook, Twitter, and LinkedIn. The overall message is that businesses should listen to customers and engage with them on social media to build their brand and drive results.

1. SOCIAL MEDIA OPTIMIZATION
FOR BUSINESS
February 26, 2013

2. W H AT A R E W E C O V E R I N G TO D AY
! Background
! 4 social media myths busted!
! Best practices in social media
! Business tips for Facebook, Twitter and LinkedIn
! Q & A
! Download presentation http://bit.ly/127l4sl
! Appreciate your comments J

3. A LITTLE ABOUT ME
! Digital marketing for 13 years
! Founder, StringCan Interactive
! Co-Founder, ShopTab
Connect with Me:
! linkedin.com/in/jayfeitlinger
! @JayFeitlinger

4. EXPERIENCE
AWESOME CLIENTS I’VE HELPED

5. source: YouTube http://bit.ly/13cju83

6. CUT
SMB
FOCUSED
S T R AT E G I C
THE
PROBLEM
SOLVERS
TWO MANY
OPTIONS
NOISE
WHICH ONE
IS RIGHT?

7. 4 SOCIAL
MEDIA
MYTHS
image source: http://joesterloriagroup.com

8. 1. SOCIAL MEDIA IS FREE
image source: www.freegreatpicture.com

9. 1 . S O C I A L M E D I A I S N OT F R E E
! Resources managing your community
! Researching tools to improve management
! Content development / management / calendar
! Social sentiment monitoring what people are saying
about your brand
! Analytics to determine performance
! If done right it could easily be 1+ full time job

10. 2 . D O E S N ’ T G E N E R AT E R E V E N U E
Enough talk
already!
Show Me The
Money
image source: www.howmanyarethere.org

11. 2 . D O E S G E N E R AT E R E V E N U E
! Grew 18% in revenues over the last 12 months,
compared to the least engaged companies who saw
decline of 6% in revenue during same period
source: http://slidesha.re/ZzEPap

12. 2 . D O E S G E N E R AT E R E V E N U E
! Increased brand awareness and over $6.5MM in ’09 sales
source: Dell http://dell.to/15LpHqT

13. 2 . D O E S G E N E R AT E R E V E N U E
F O R S M A L L E R B U S I N E S S TO O …
source: Social Media Examiner http://bit.ly/V34G7S

14. 3 . M Y C U S TO M E R S A R E N OT O N
SOCIAL MEDIA
image source: www.chitchatmedia.com.au

15. 3 . YO U R C U S TO M E R S A R E O N
SOCIAL MEDIA
! Social Networks now
reach 1.43 billion
users!
! 19.2% YOY increase
stat source: www.emarketer.com

16. 3 . YO U R C U S TO M E R S A R E O N
SOCIAL MEDIA
source: http://stateofthemedia.org

17. 3 . YO U R C U S TO M E R S A R E O N
SOCIAL MEDIA
source: http://socialhabit.com

18. 3 . YO U R C U S TO M E R S A R E O N
SOCIAL MEDIA EVEN IF B2B
source: LinkedIn http://bit.ly/Wa5HNc

19. 4. MY BUSINESS IS BORING
image source: www.revl.com

20. 4 . YO U R B U S I N E S S I S
N OT B O R I N G
image source: www.steelmasterusa.com

21. 4 . YO U R B U S I N E S S I S
N OT B O R I N G
image source: www.steelmasterusa.com

22. 4 . YO U R B U S I N E S S I S
N OT B O R I N G
image source: www.steelmasterusa.com

23. I T ’ S N OT A B O U T S O C I A L M E D I A
IT’S ABOUT…
! Showing you solve customer problems
! Prove you know more than your competitors
! That you actually care and are human
! It’s a great (and probably the best) channel to engage
with your customers.
! Listen! Learn! Engage!
! Let’s get started…

24. SOCIAL
MEDIA BEST
PRACTICES

25. DON’T DO THESE THINGS
! Hire a college intern to handle all your social media
! Focus on fan count – Instead quality vs. quantity
! Bug your family and friends to like all your posts
! Join every social network unless you do what I do J
check out http://bit.ly/WjZSHD

26. W H E R E TO S TA R T ?
! You need to
create a plan
! Align your
business
objectives with
your customer
image source: www.artfire.com

27. Q U E S T I O N S TO A S K F O R A P L A N
! What is your objective? Fans? Leads? Traffic?
! Where are your customers? What social platforms?
! What type of information (content) are they most
interested in?
! What are their objectives? What problem(s) do they have
that they want you to solve?
! How is your site generating traffic today from social?
! Who are your competitors?
! What are your competitors doing on social media?

28. LISTEN BEFORE ENGAGING
image source: lumpsandbumps.wordpress.com

29. M A I N TA I N C O N S I S T E N T B R A N D
! Ensure your brand image is identified clearly and consistently
across all media platforms.

30. CONTENT IS STILL KING
! Make sure to deliver
! Interesting,
! Relevant and
! Unique content
image source customized: www.pillowsonline.com.au

31. SHOULD BE INTERESTING
! Before you post, ask yourself: Is this something our
audience wants to interact with?
! Is it…
! Thought provoking?
! Fun?
! About cats?
image source: www.fark.com

32. S H O U L D B E R E L E VA N T
! Before you post, ask yourself: Is this in line with our
brand and audience?
! Is it?
! Related to our brand?
! Within our tone & voice?
! What our audience
expects or desires?
image source: www.reachingcampus.com

33. CONTENT SHOULD BE UNIQUE
! Before you post, ask yourself: Does this content help
your business stand out?
! Is it?
! Different?
! Helps our brand cut the noise?
! Not TOO far out there?
image source: www.stage2planning.com

34. A N YO N E C A N C R E AT E
INTERESTING CONTENT
image source: geezerhut.com

35. Over 9 million YouTube Views
image source: www.dollarshaveclub.com

36. SOCIAL
MEDIA TIPS

37. G E T C O N T E N T O N TO N E W S F E E D
image source: www.socialbizdiva.com

38. CLOSE THE LOOP

39. TA R G E T I N G YO U R A U D I E N C E
! Target the right audience

40. LANDING APP FOR JUST THE LIKE

41. L I K E YO U R C L I E N T S
image source: www.drawingtimenow.com

42. L I K E YO U R C L I E N T S

43. T U R N O N R E C O M M E N D AT I O N S

44. T U R N O N R E C O M M E N D AT I O N S
! On edit page, adding address and checking off “show this
map on the page.” turns on the recommendation widget

45. L E V E R A G E FA C E B O O K E V E N T S

46. C H E C K O U T FA C E B O O K I N S I G H T S
! Look at Facebook metrics to learn what works best and
build upon your success and improve where necessary

47. LEARN FROM TWITTER
source: https://business.twitter.com

48. L I S T E N A N D N E V E R S TO P
! http://search.twitter.com

49. GET MORE RETWEETS
Download Infographic
http://bit.ly/YL9YTo
source: www.danzarrella.com

50. CAREFUL WITH SCHEDULING &
N OT C O M E B A C K
! Key to Twitter success is
engagement

51. LEVERAGE LISTS
https://twitter.com/jayfeitlinger/local-first-arizona

52. # U S E H A S H TA G S S PA R I N G LY
source: tomfishburne.com

53. P I M P O U T YO U R P R O F I L E
! Complete your
profile
! Tag skills &
expertise
! Link to your
website
! Add Video / Slides

54. T H E N P I M P YO U R C O M PA N Y PA G E

55. PERSONALIZE REQUESTS
! Make standard connect requests more personal
! Follow up after you meet someone new but let them
know you are going to do that (e.g. via email).

56. R E C O M M E N D OT H E R S

57. J O I N TA R G E T E D G R O U P S

58. S U M M A R Y O F T H E M A I N TO P I C S
! You need a plan before you start running in the race
! Understand who your customer is and what they need
! Prioritize your energy on the social media networks
where your customers are already on
! Listen and then engage
! Create interesting, relevant and unique content
! Rinse & Repeat
! Focus on the networks that make sense for YOU!

59. “If you want to create change, start small and do
something remarkable.”
- Seth Godin
THANK
! Download presentation
YOU http://bit.ly/127l4sl
! Appreciate your comments J

60. C O N N E C T W I T H J AY
J AY F E I T L I N G E R
J AY @ S T R I N G I N T E R A C T I V E . C O M
602.740.6502
CONNECT WITH STRINGCAN
STRINGCANINTERACTIVE.COM
FA C E B O O K . C O M / S T R I N G C A N
TWITTER.COM/STRINGCANAGENCY