This document provides an overview of social media and how to use it effectively for business purposes. It discusses that social media is about people, not technology. It emphasizes listening first, then engaging to build long-term relationships through various types of content creation and sharing. When using social media like blogs, Twitter, viral campaigns or other channels, the key is to focus on relevant content for your target audience and to actively spread and monitor engagement. Measurement and ongoing analysis are also important aspects of an effective social media strategy.

1. Social Media 101
Lisa Myers
CEO, Verve Search
@LisaDMyers #EBAfeb

2. About Lisa Myers
• 12 years experience in Marketing, 7 in Search & Social
• Speaker at Search Conferences Worldwide (SES, SMX, A4U etc)
• Regular contributor to on and offline publications and author of several SEO Best
Practise Guides including eConsultancy and B2B Marketing
• Heavily involved in the global Search Community, founder of
SEO-chicks.com and co-founder of European search blog StateofSearch
Awards
• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO
Campaign” for her agency Verve Search
• Management Today “35 women under 35” list 2009
• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)
• “B2B Marketing Newcomer of the Year” (2007)

3. The Social Media Revolution
@LisaDMyers
http://www.youtube.com/watch?v=ZQzsQkMFgHE
#EBAfeb

4. 500 BILLION
minutes spent on facebook per month.

5. facebook
3rd
most populated country

6. >500 million active users
- of which 50% log on every day!
- over 60 million status updates every day

7. 75 million accounts
(of which15 million active)
65 million tweets per day

8. What is Social Media?

9. Is it ?

10. NO..

11. So, smartarse.....
what is it then?

12. It’sYOU!

13. It’s what WE DO...
with the technology like facebook, twitter....

14. Holding a hammer doesn’t
build a house…

15. “Social Media is like water. On its own,
water does some cool things, but when
combined with other compounds it enabled
the evolution of all forms of life.”
Mike Volpe, VP Marketing, HubSpot

16. Social Media has in fact been
around for thousands of years…

17. Jesus had 12 followers….
……………….Then 1 “unfollowed” him

18. So...how do you use
Social Media for business?

19. #1 Focus on People not Technology
#2 Listen
#3 Build Relationships
#4 Create Content
#5 Be Ready
#6 Measure & Analyse
The “Rules”
@LisaDMyers #EBAfeb

20. 1. Focus on People Not the Technology
Building social media strategies around what
motivates your audience is the key, not the
platform technology. No matter how impressive
the technology is.

21. 2. Listen first, then talk
Learn about your audience first. Add value,
don't just broadcast.

22. 3. Relationships Not Campaigns
Build long term relationships and conversations,
it's not just a "one time" campaign.

23. 4. Create All Kinds of Content
Create content that inspires and evokes
engagments.: a blogpost, a question, a picture,
it can take many forms..

24. 5. Be Ready
Be ready.You never know when the engagement
will turn into a social tide wave.

25. 6.Analyse
Measure & analyse the activity and how people
engage

26. Who’s your target audience?
Age, gender, location?

27. • Branding/Awareness
• Traffic generation
• Link generation
• Conversions
What isYour Objective?
ALL?
@LisaDMyers #EBAfeb

28. Social Media Elements
Social Media
Content
Outreach
Social
Networking Link baiting
Viral
Blogging
ORM and
Monitoring
Site Seeding

29. blogging{ your social home on the web }

30. Blogging – the opportunity
• Give your product/services a personable voice
• Develop a positive online reputation
• Expansion of content, reaching a wider audience
BUT
It’s not as easy as setting up and go...
@LisaDMyers #EBAfeb

31. Before you start
• What is going to be the main topics of the
blog (categories)
• Who is going to be blogging (source
appropriate bloggers)
• Who is going to be managing the blog?
@LisaDMyers #EBAfeb

33. Tips
• Find the right blogger(s)
• Use Wordpress (ideally hosted)
• Use social plugins to make it easier to
SPREAD the content
@LisaDMyers #EBAfeb

34. outreach{ getting your content out on the web }

35. Give something back
Have something to trade, why they should
publish your content..
- Content (must be relevant!)
- Discount/competition
- Breaking news
- Free “something”
@LisaDMyers #EBAsocialmedia

36. Give-aways & Competitions

37. Best Practise & White Papers

38. viral{ usually larger campaigns that appeal to
a broader audience }

39. Simples....just spend lots of money....

40. Doesn’t need to be a BIG
expensive campaign to be effective...

41. BUT
you need great creative/idea
+
solid execution

42. don’t
just sit and wait for it to be discovered

43. SPREAD the word...
this is when you should be using:

46. Infographics

47. PS:
When doing social marketing, particular
viral, don’t forget SEO, harness those
potential links!

48. social networking
{ where friends meet tweeps }

50. When you want to get to know your
neighbour, do you start by shouting?

51. Rules ofTwitter
• Listen!
• Don’t over think it, be personable.
• Share information, links.
• Use #hastags to organise and search
• Twitterlists are useful if you are following
hundreds.Also to discover new people.
@LisaDMyers #EBAsocialmedia

52. Use lists to organise the
people you follow.

54. Tweetdeck

55. example
{ using twitter to influence

59. MONITOR
your Social Media

60. Social Mention

61. Must Have Social Media Tools
www.tweetdeck.com
http://hootsuite.com/
www.socialmention.com
http://www.hashtags.org/
http://bufferapp.com/
http://klout.com/
http://tweetmeme.com

62. @LisaDMyers
Thank You!
Email: lisa@vervesearch.com
Web: www.vervesearch.com