Facebook gets a Facelift! And so does Twitter and LinkedIn... Learn what the latest changes are from the 'big 3 of social media', why these changes have been made, and whether they are good for your business. We also discuss advertising on Facebook, LinkedIn and Twitter, and why you might want to consider it. #socialmediaadvertising #facebookads #twitterads #linkedinads May TechComm Meeting for @gstccc @CWSChamber and @OFallonChamber by @changescape

1. Social Media Updates and
Advertising
Presented by:
Ken Tucker

2. • It’s “free”
• It’s easy
• Over 1.23 Billion Users (945M Mobile)
• Immediate / Frequent Tangible Results
• “Built In” measures - # Likes, Comments,
Shares
• Everybody else is doing it
Facebook

3. Facebook – Fan Page Vs Personal
• Unlimited Friend Count (no 5000 limit)
• SEO – Fan pages public and indexed –
– So is some of it’s content
• Tabs (apps) and Contests
• Advertising and Promoted Posts
• Check-ins and Location Services
• Brand Tagging (by Fans and other Fan Pages)

4. • Facebook is just about drama… me and my
friends don’t care about drama. That’s why
we don’t use Facebook
» SCC Student in my Social Media Class
» His fellow students agreed!!!
• Fan Pages and Advertising are key to being seen
Facebook – Is it the right place to be?

5. Updated Page Timeline Design
• Right Column now displays page posts (consistency)
• Left Column has info about your business
• Easier Access to Admin Tools
• Pages to Watch (similar pages to yours)
• Slight change in placement of cover photo
• Who Moved My Apps???

6. Old
Layout
New
Layout

7. New Layout – Left Hand Column

8. Why Did Facebook Do This?
• People rarely visit a Facebook Page after they Like it
• Photos are usually seen in the Followers news feed
• Most people only see Facebook Apps in the news
feed
• Given the above and the fact that between the
competition now in the news feed and Facebook’s
algorithms, the reality is that most businesses need
to consider advertising on Facebook to be seen.

9. According to March 2014 research published on eMarketer, photos
accounted for 75% of content posted by Facebook pages worldwide.
Source: Social Media Examiner – Published May 13, 2014. Social Photos Generate More Engagement: New Research
Photos, Photos, Photos

10. Facebook App - Contest

11. Facebook / Email Integration
• Provide Something of Value to get Email Sign-ups
• Webinar, ebook, cheat sheet, free consult, coupon/discount
• Drive to a lead capture (landing) page
• Custom app on Facebook Page or landing page on website
• Facebook Ads to drive traffic and get leads
Concept from Amy Porterfield

12. Facebook Ads and Promotions
• Facebook Ads Targeting
• Demographic
• Geographic
• Psychographic
• Promotions
• Contests
• Sweepstakes
• Coupons
• Quizzes
• ...
• Can now do contests in the
Timeline (no 3rd party app
needed)
Facebook Ads and Sponsored Stories Guide

13. Facebook Ads
• More targeting options
• Specific Ad Locations
• Facebook Page Post Ads in Newsfeed Only
• Can select desktop, mobile, or both
• Shows in Newsfeed
• Right side ads are ignored
• Create a Custom Audience
• From email list
• Segment
• Free Stock photos to use from
Shutterstock (for Ads)
https://www.facebook.com/business/products/ads

14. Some of the options (use one, a combination, or all):
• Geography
• Language
• Age
• Gender
• Workplace
• College
Facebook Advertising Targeting Options
• Interests (including job titles)
• Categories
• Your own email lists
• Relationship status
• Education level
• College major
• School

15. Facebook Power Editor
Must use Google Chrome Browser - https://www.facebook.com/ads/manage/powereditor

16. Facebook Power Editor

17. Facebook - Offers

18. http://www.jonloomer.com/2014/02/10/
facebook-call-to-action-buttons/
For Ads or Organic Posts (Power Editor)
Facebook Call-to-Action Buttons

19. Twitter Advertising

20. Promoted Account or Promoted Tweets

21. Promoted Account, Tweets, or Lead Generation

22. Categories for Promoted Account

23. Example: A user tweets about enjoying the latest album from their favorite band. That band is playing a
concert at a local venue.
That venue could now run a geotargeted campaign using keywords for that band with a Tweet containing
a link to buy the tickets. That way, the user who tweeted about the new album may soon see that Promoted
Tweet in their timeline letting them know tickets are for sale in their area.
Enter the keywords you want to target, choose whether you want to use phrase match or unordered keyword
match, and specify your other targeting options such as geographic location, device and gender.
Keywords for Promoted Tweets

24. https://support.twitter.com/groups/58-advertising
Keywords for Promoted Tweets (cont.)

25. Lead Generation Cards

26. Grow Your Twitter Followers

27. Give your profile a makeover: Choose a custom header image,
pin a Tweet to the top, and show off your best stuff.
“The design includes a lot of new features — including
highlighting popular tweets, pinned tweets, a larger
background image, and a more prominent media gallery”
http://thenextweb.com/twitter/2014/04/22/twitters-new-facebook-like-profile-pages-now-available-users/
New Twitter Profile Layout

28. Here’s what’s new about the web profile:
• Best Tweets: Tweets that have received more engagement will
appear slightly larger, so your best content is easy to find.
• Pinned Tweet: Pin one of your Tweets to the top of your page,
so it’s easy for your followers to see what you’re all about.
• Filtered Tweets: Now you can choose which timeline to view
when checking out other profiles. Select from these options:
Tweets, Tweets with photos/videos, or Tweets and replies.
New Twitter Profile Layout
https://blog.twitter.com/2014/your-new-web-profile-is-here

29. New Twitter Layout

30. Old Twitter Layout

31. SHARE PHOTOS FAST
Snap. Tweet. Done.
ADD PHOTO FILTERS
Share it how you see it.
Twitter Mobile App - Photos
https://about.twitter.com/products/photo-sharing

32. SHARE MULTIPLE PHOTOS
When one just isn’t enough.
TAG YOUR FRIENDS
All together now.
Twitter Mobile App - Photos
https://about.twitter.com/products/photo-sharing

33. SHARE PHOTOS PRIVATELY
Just between you and me...
CROP PHOTOS
Show what you want.
Twitter Mobile App - Photos
https://about.twitter.com/products/photo-sharing

34. LinkedIn
Presented by:
Ken Tucker
Spring 2014

35. New Feature: Summary Section

36. LinkedIn Company Pages Changes
http://marketing.linkedin.com/company-pages/
• Removed Company Recommendations
• Removed Products and Services Pages
• Now need to use Showcase Pages
https://help.linkedin.com/app/answers/detail/a_id/44865/ft/eng
• Company Updates
https://help.linkedin.com/app/answers/detail/a_id/8262/ft/eng

37. Companies can get more visibility for their products and services by using
Showcase Pages and Company Updates as an alternative for sharing content:
• Showcase Pages allow you to extend your Company Page presence by
creating a dedicated page for prominent products and services. A
Showcase Page should be used for building long-term relationships with
members who want to follow specific aspects of your business, and not
for short-term marketing campaigns.
• Company Updates are key to building relationships with your page
followers. When your followers engage with your updates, it spreads
your message to their networks and provides you even greater reach.
Updates can be seen by your followers not just on your Company Page,
but also on their newsfeed (across all devices including mobile).
https://help.linkedin.com/app/answers/detail/a_id/47952/
Company Pages Products & Services Page - No Longer Supported

38. Status Update Option for Company Page Post
Edit Company
Page Options
LinkedIn Company Pages (cont)

39. LinkedIn Company Pages (cont)
LinkedIn Banner Image Size is 646 x 220 Pixels
Linked In Company Page Guide (pdf)

40. LinkedIn Company Page Update

41. LinkedIn Ads
• 4 out of 5 LinkedIn Members Drive Business
Decisions*
• Ads Display on High Target Pages – Homepage,
Profile Page and Groups
• LinkedIn Ads Give You Precise Targeting
• Drive High Quality Leads
• Great for Targeting those Golden Geese Referral
Sources
• B2B Businesses to Target Customer Personas
Source: HubSpot and LinkedIn Joint Presentation Aug 2012
http://www.linkedin.com/advertising

42. LinkedIn Ads - Create

43. LinkedIn Ads - Targeting

44. LinkedIn Ads - Options

45. LinkedIn Ads – Sponsored Updates

46. LinkedIn Company Page Update

47. Please Subscribe to the
Marketing and Small Business Blog at
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Thank You!
Presented by:
Ken Tucker
Spring 2014
ken@changescapeweb.com
www.changescapeweb.com
www.changescapeweb.com/blog
www.twitter.com/changescape
www.facebook.com/changescape
www.gplus.to/changescape
www.linkedin.com/in/kentuckerweb
www.gplus.to/kentucker
636-947-6200

48. What We Do
• Create Websites and Social Media Profiles
• Search Engine Optimization (SEO)
• Create Content for Clients (including Blogs)
• Online and Social Media Marketing
• Social Media and SEO Coaching
• Design and Execute Online Campaigns
• Online Reputation Management
• Provide Strategy, Management, Coaching,
Training, Virtual Assistance