At the Digital Media Dinners you will learn hands on, tactical tips on how to implement and incorporate social media into your marketing strategy immediately. You will walk away with implementable knowledge on how to get started, strategies for building a strong community for your brand, no matter how big or small, and ultimately how to convert your community into evangelists for your business. This first event will focus on the two most popular networks, Facebook and Twitter. Social Media Strategist and Consultant Melodie Tao will give an educational presentation on how to get started on these networks. This will be followed by a panel discussion with prominent business owners and marketing executives successfully using social media for their business or organization. The panelists will provide insight on how their business/organization is excelling through social media. The event will then conclude with audience Q&A.

1. Digital Media Dinners:
Facebook & Twitter for Business
Tuesday Nov. 9th, 2010
Jasmine Seafood Restaurant, San Diego, CA

2. Professional:
•My company: Marketing Melodie
 Social Media Strategist, Speaker & Educator
• Marketing Instructor
 Platt College San Diego
Background:
•Interactive marketing : Radio, outdoor, events,
promotions
•Online agency experience
•Featured speaker at National & International
marketing and online conferences/events
Expertise:
•Community Building
•Brand Development
Location:
•San Diego, California
About Melodie Tao
If tweeting about the event
My Twitter handle is:
@MyMelodie
Event Hashtag
#DMDinner1

3. Getting Started in Social Media

4. Social Media Monitoring
Social Media monitoring is the first step in creating an effective Social
Media Strategy.
It’s important to LISTEN and LEARN about your consumers needs and
concerns before diving into social media:
• Educates you on what questions and concerns your consumers have
about your business
• Provides you with knowledge to lead conversations
• Allows you to locate and reach out to bloggers and industry leaders who
are creating buzz around your industry
• Empowers you with information to customize content that is engaging,
compelling and educational for your audience.

5. Social Media Strategy
Social Media is a long term engagement. This ensures an ongoing strategy with campaigns
and promotions working toward the overall marketing goals. A solid strategy is the foundation
for success. After listening to your audience there are still things to consider when creating
your Social Media Strategy:
• Consistently post useful tips
• Be an industry leader status by writing relevant articles and blogs
• Ask your community questions that prompt replies and encourage user generated content
• Create buzz through strategic promotions
• Overall strategy- With the continued changing landscape in social media your strategy must
constantly be reviewed and modified to meet the needs of the consumer

6. Social Media Design & Setup
Your Social Media design will strengthen your brand
recognition around the web. It’s important that your
business is branding itself consistently throughout all
networks.
• Design elements are consistent with the look and feel of your
website
• Design elements drive traffic back to your original website/blog
to increase conversion
• Design elements encourage and prompt user generated
content and participation
• Cross promotion of your other networks, blogs, websites, etc

7. Social Media Promotions
Social Media promotions will create buzz and provide value to your consumers.
The following are social media promotional ideas:
• Contests that give away cash/gift card prizes
• Contests that request consumers to submit photos and videos on a specific topic
regarding your business (user generated content)
• A charity campaign that results in your company donating money by users participating.
allowing the winner to donate money to their charity of chose
• Blogger outreach by rewarding bloggers for their contribution

8. Facebook

9. When reaching out to consumers through Facebook your interaction should be
personal. Think about how individuals you’re targeting will benefit from using your
products or service.
To run a Facebook business page, you must have a personal account.
Examples on how to personalize your Facebook interaction:
• Photos of employees in casual office settings or facilities
• Photos of employees and customers interacting.
• Trade show photos
• Photos of employees working on community service projects
• Company executives speaking, accepting awards, etc
• Favorites of resellers or channel partners
• Articles about industry news
• Status updates with tips
Facebook Page for Business

10. Default Tabs
Application TabsFBML Tabs
Facebook Page Tabs
Facebook is one of the most flexible networks for customization. Although it does not
accept all codes, a maximum of 6 tabs can be viewed and many customized
• Recommended all 6 be visible and optimized to serve your audience
• Application tabs allow 3rd party programs such as YouTube
• FBML tabs (Facebook Markup Language)- Developed and designed to match your
audience’s needs
• To change your page’s tabs add FBML application to your page. Then, go to your page
manager, find the FBML tab and click ‘edit’. Within the box that opens, you will be able to
change the tab name and add code

11. Facebook Page Welcome
• Have a landing/ welcome page for
new visitors to see and experience
first. Set this up in your admin page
• People who are already fans of
your page, will see the “wall” first
when they enter the page
• The welcome page is an
informational page for new visitors
that should provide an incentive for
joining

12. Your custom Facebook page should be
designed to educate your audience on
important matters about your industry,
and build relationships that lead to
your Facebook audience to convert to
customers
• Review, define, and improve content
organization of the tab structure.
•Review, define, and improve content
layout of the various page types under
each tab.
•Branding of Fan Page assets (images,
placement, multimedia) that appeal to the
intended target audience.
•Editorial review, widget creation and/or
refinement of content used throughout the
Page.
Facebook Page Customization
Cisco
incorporates
videos into their
Facebook Page

13. Customization (Example)
• International Delight
understands that drinking
coffee is an expensive habit
• They understand many
consumers want to save money
• They customized their page to
provide an interactive calculator
to show your savings
• Savings is something that fans
want and appreciate

14. • Your profile photo for your page
can be as large as 200 x 600
pixels.
• A larger picture offers more
visibility. You can include a logo or
promotional banner
• Preview ideas to decide what’s
best for your goals
• Important to have your name
displayed in the thumbnail (200px
by 200px) because this icon is
your brand image on Facebook
comments and posts.
Facebook Page Profile Photo

15. Facebook Privacy Settings
• Create lists
• Sort new friends as you add them
• Customize who can view your wall post
• Account > Privacy Settings > Search
• Account > Privacy Settings > Applications and Websites > What
your friends can share about you

16. Twitter

17. • In what subject matter do you want to be an expert?
• What type of resource are you?
 Customer service?
 News?
 Industry specific?
• How do you plan to measure success?
 Set a standard for success indicators and be specific: Coupon code, traffic
on website
 Twitter specific promotions
 Analytics through URL shorteners
 Track #hashtags
• Create your tweet schedule
 Plan ahead for a tactical approach
Establish Your Goals

18. • Follow established people in your industry to gain insight on how
others are utilizing Twitter for their business
 User Directories
 Twellow.com
 Wefollow.com
• Follow people creating buzz and tweeting about your area of
expertise
 Use Twitter Search
 Set up Search alerts on Hootsuite, etc
Follow Strategy

19. • Listen to the conversations
 Reply to people with insights/questions about your subject
matter with valuable information
 ReTweet from other subject matter experts
• Tactics
 Use keywords in your replies so they come up in searches
 Ask open ended questions that prompt replies
 Create interactive promotions
Interaction Strategy

20. Case Study 1: @theedatingcoach
Subject Matter Expert: Dating
Professional Dating Coach working with people on how to enhance
their dating techniques and maximize their dating opportunities
•Success indicators:
 Number of people who hire DeAnna as their dating coach
through Twitter
Number of people who contact DeAnna for media opportunities
through Twitter
•Here’s how DeAnna uses Twitter…

21. Case Study 1: @theedatingcoach
Subject Matter Expert: Dating
Interactive
Promotion
Useful Tips
Question that
prompts
replies

22. Twitter Background & Profile
Twitter is a great platform to syndicate all of your content including new blogs,
activity on Facebook, promotions, etc.
• Allows you to provide real time information about your industry
• Builds trust and authority with constant stream of relevant information.
• Setting up your profile properly is important so you will be found by those searching for
your industry
• A custom Twitter background is important to strengthen the credibility of your brand and
cross promote your other networks.

23. Twitter Page Customization
Your custom Twitter page will be designed so it connects your
followers to all of your other networks.
• Sizing: Always best to design for the largest resolution monitor people
will be using. 2560x1600 the largest, at least 1920x1200 will work
• Set up bio so it’s keyword focused
• Brand the background to include logo website, blog and social media
information to cross promote your other networks/blogs/website
• Create customized Twitter lists with Twitter accounts that are relevant
for your followers to follow ie: Employee lists, partner list, resource list
• Souplantation has a great example of a design that promotes that blog,
website and Facebook, with images that relate to their restaurant

24. Twitter Page Example
Image has logo
and connects to
other networks

25. melodie@marketingmelodie.com
http://www.marketingmelodie.com
Twitter.com/MyMelodie
Linkedin.com/in/MarketingMelodie
Facebook.com/MarketingMelodie
Slideshare.net/MarketingMelodie
Thank You
If tweeting about the event
My Twitter handle is:
@MyMelodie
Event Hashtag
#DMDinner1