2. Big Questions
Will social media make my business
money?
What platforms should I be using?
How do I know when it’s working?
3. Marketing Using Social Media
Directories & Reviews
Content Marketing
Pinterest
Twitter
Facebook
4. Big Questions
Will social media make my business
money?
What platforms should I be using?
How do I know when it’s working?
5. Will social media make me
money?
Yes and no.
Intangiblevs. direct $ return
Platforms and tools are free, but cost is TIME
You might need to spend $ on ads
Depends on platform and your goals
6. What platforms should I use?
Research
What are your customers & competition using
Branding
What makes sense for your brand
Comfort
What platforms are you comfortable using
Time
Some platforms require more time for a bigger return
Ask
When in doubt, ask an expert!
7. How do I know it’s working?
Growth in audience
Will be slow, but should be steady
If you plateau, try something new
Growth in customers
Shouldhelp build regulars
Eventually lead to increase in sales
Note: Loyal customers become brand
ambassadors
9. Directories
Google Places
URL: google.com/places
Usually near top of search results
Requires Gmail account
Patch Places
URL:castrovalley.patch.com
Good local resource
Covers Castro Valley & San Lorenzo
Other locations in CA
10. Reviews – Yelp!
[biz.yelp.com/claiming]
PROS CONS
Update basic info Not all reviews are
(hours, cost, phone) accurate
Keep track of & Pressure to spend $
respond to reviews Hidden/missing
Post offers/deals reviews?
Visitor statistics
11. Yelp! best practices
DOs DON’Ts
Track reviews Sabotage your
Even without an competition
account Falsify or pay for
Respond good reviews
constructively to Scare off customers
negative reviews who give bad
reviews
13. Content Marketing
Providing information related to your brand
Tools& tips, behind the scenes, explanations, etc.
Should be included in all social media & on
website
Gives VALUE – a reason to follow/interact/share
Blogging
Blogger – best for text-based blogs
Requires Google account
Tumblr– best for photo-heavy blogs
Wordpress – good for all types of blogs
15. Pinterest
Virtual pin board
Very trendy
Focus on images, not text
Ideal for driving traffic to your website
Word of warning: concerns about copyright
Case studies:
Whole Foods
Real Simple
The Beauty Department
17. Twitter
Real time, microblogging, 140 characters at a
time
Optimized for mobile phones
Help drive traffic to your website
Least formal platform
Use of slang, interaction, voice
Word of warning: fickle audience
Case studies:
NBA (@NBA)
JetBlue Airways (@JetBlue)
19. Scheduling Tools
Why schedule?
Optimize for time & day
Increases efficiency & time management
Tools provide analytics (data)
How do I know what to post?
Editorial calendar will help you stay focused
Scheduling Tools (free! Facebook & Twitter!)
Hootsuite
Tweetdeck
21. Facebook
Just launched “Timeline” for brands
You can include company milestones
Most universally used & diverse of all
platforms
Great for photos, video, links, text
Word of warning: slow to grow at first
Case studies:
Coca-Cola & Starbucks
Dove
Target
22. Facebook Insights
Page posts
Shows you past posts
Sort by different categories to optimize day, time,
content
People Talking About
The number of unique users who have interacted
with your page (comments, likes, shares)
Reach
The number of unique users who have seen any
of your page’s content (News Feed, ads, friend
posts)