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Part I:
Social Media 101
AJ Gerritson
Founding Partner
     617.986.0224
     aj@451marketing.com
     linkedin.com/in/ajgerritson
     @ajgerritson

www.451Marketing.com
Agenda
• Defining Social Media
• Review of Major Tools and Goals
   • Twitter
   • Facebook
   • LinkedIn
   • Blog
• Social Media Best Practices
• Q&A
What is Social Media?
Communication is Changing
of people say that they trust
peer recommendations
…what has changed is where they get
their recommendations
                             (Qualmann, Socialnomics, 2010)
of marketers use social media for business
                                 (Qualmann, Socialnomics, 2010)
Why Should Our
Brand Use Social
    Media?
Demonstrate Value – Users See You
as Reliable, Responsive, Intelligent
Increase Sales, Loyalty and
Awareness
Gauge Your Audience:
The New, Digital Focus Group
Today We’ll Cover Four Major Tools
Social Tools Explained…
              I’m eating a #doughnut

              I ‘like’ doughnuts and doughnut-
              eating groups

              I have doughnut-eating skills and
              expertise

              These are my opinions and expertise
              on doughnuts



                 …Using Doughnuts
(I’m eating a #doughnut)
January 15, 2009
> 200 Million                       Accounts


91%        of active users
polled follow a brand
                                7.8 million brand
                                  recommendations
                                       each month

     39%         of companies
     have acquired new
     customers using Twitter
Goals for Using Twitter:
 1. Engage Current Fans & Increase Awareness

 2. Increase Traffic to Website

 3. Customer Service

 4. Marketing/Competitive Research
Anatomy of a Tweet
 Handle                               Credit the Source
                       Content

    @451Heat
Check out our latest blog post by @maxesilver
"Not -So-Quiet Riot: Why Boston’s #RubyRiot
Was a Success" http://ow.ly/4Zn3D

     Link                            #Hashtag



                 ≤ 140 Characters
What is a #Hashtag?
    Twitter users use the # symbol,
  called a hashtag, to mark keywords
          or topics in a tweet.
Hashtags help to categorize the content
   and context of Twitter messages.
Trending Topics
(Often comprised of #hashtags)
Twitter Interactions
             Question




   @Reply




                 Retweet With Context




   Content
Opportunity to Extend Your Brand
Proven Ways to Get
         More Followers
1. Show who you are – a complete bio

2. Stop talking about yourself – don’t be that guy
   at the cocktail party

3. Identify yourself authoritatively

4. Avoid negativity - like sadness, aggression,
   negative emotions and feelings, and morbid
   comments

                                       (Dan Zarella, HubSpot)
Who Should You Follow?
 • People you want to engage with:
   • Customers
   • Potential customers


 • People in your industry:
   • Competitors
   • Partners
   • Industry influencers
(I ‘like’ doughnuts and doughnut-eating groups)
Over 800 Million                                             Users
       (if it were a country, it would be the 3rd most populated)


51%
of Facebook fans more
likely to buy from a
                                    41%
company they                        of companies using Facebook
                                    have acquired new customers
                                    from it



        40%
        of users 35 years
        or older
Goals for Using Facebook:
 1. Branding and Loyalty

 2. Increase Fans & Awareness

 3. Sales (sometimes)

 4. Customer Service
Anatomy of a FB Post
Author      Content




                                  Link




  Picture



                ≤ 250Characters
Opportunity to Extend Your Brand
(I have doughnut-eating skills and expertise)
Over 131 Million                            Members
           (a new member joins every second)




                                    >880,000 groups

              43 years old/
   $107,000 annual income                      Women
                                                42%
                              Men
                              58%
Goals for Using LinkedIn:
 1. Network with Potential Clients

 2. Build Profile and Network in Your Industry

 3. Showcase Brand, Products, Thought Leaders
Optimize Profile
Engage in Community




       AJ Gerritson
Leverage Groups
Set Alerts
(These are my opinions and expertise on doughnuts)
Companies With a



57%
have acquired a customer
through their blog
                             55%
                             more web traffic


                70%
                more leads
Goals for Using a Blog:
 1. Increase Brand Awareness

 2. Increase Traffic to Website, Online Visibility

 3. Establish Brand/Corporate Figures as Thought
    Leaders

 4. Show Personality
Central place for content creation, establishing
    voice, and positioning thought leaders
Opportunity to Extend Your Brand
Leverage Thought Leaders
Social Media Best Practice
Listen
WHAT are people saying about
 your brand or product/services?


WHERE are people discussing
     your brand or products/services?


WHO is discussing your brand
online?
Also Listen For…
Industry
       Competitors
News
     #TrendingTopics
Establish Your Voice
Depending on your brand, your voice
can take on different tone…
  Conversational/Casual   News Source/Formal
Show Brand Personality
Ask
Respond
Reward
Champion Your Stakeholders
Use Your Tools
Questions?
– Founded in 2004

– Based in Boston

– 30 Communications Professionals

– Partners Nicholas Lowe,
  AJ Gerritson, and Tom Lee

– Named a 2011
AJ Gerritson
Founding Partner
     617.986.0224
     aj@451marketing.com
     linkedin.com/in/ajgerritson
     @ajgerritson

www.451Marketing.com
Part II:
Developing a Social Media Strategy
      Thursday, March 22nd

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