An intro to social media usage for small businesses.

1. How to Use Social Media
Oregon Association of Nurseries
January 12th, 2011
Presented by:
Anna Hutson
Formic Media, Inc.
www.formicmedia.com| anna@formicmedia.com

2. Formic Background
Launched in 2008 to service small business & partners
Incubated by Anvil Media, enterprise SEM agency
Provide SEM, social & website development services
7 employees
35+ clients
Strategic partnerships (Microsoft RTG program)
Focus on education (monthly Seminar Series)

3. Formic Clients

4. Agenda
 Social Media Benefits
 How To Use Social Media
 Meet the Properties
 Facebook
 Twitter
 LinkedIn
 YouTube
 Flickr
 Creating Efficiencies
 Tracking Your Efforts

5. Benefits of Social Media

6. Benefits of Social Media Marketing
 Gain industry and constituent insights
 Provide affordable customer service
 Create or extend brand awareness
 Build community & thought leadership
 Generate measurable top line revenue

7. Benefits of Social Media Marketing

8. Benefits of Social Media Marketing

9. Social Media Marketing Growth

10. How To Use Social Media

11. Social Media: Categories
 Networking
 Blogs
 Reviews
 Media Sharing
 Bookmarking
 Expert Communities
 News
 Wiki
 Microblogging

12. Know Your Goals
 What are you after?
 Sales/leads
 Branding awareness
 Customer service
 Buzz
 Thought leadership

13. Set Expectations
 Avoid wasting time & resources
 Identify key people within organization who will
be in charge.
 Take ownership of your social media
presence AND success
 Observe & listen to how brand is perceived
 Capture new opportunities

14. Give Your Customers What They Want
 Timely news updates
 Deals & Coupons
 Special contests & promotions
 Demos, tutorials & how-to’s
 Testimonials & case studies
 Expert content

15. Promotional Strategies
 Include in collateral
 Business cards
 In-store/office signage
 Advertising (print, broadcast, outdoor)
 Incorporate links online
 Website/blog
 Other social media profiles
 Email newsletters
 Email signature file

16. How to Use Social Media

17. How to Respond Using Social Media

18. Meet the Properties

19. Facebook
 Sign-up for a ‘Fan’ Page
 Fill out business ‘Information’ tab
 Add other social media profiles
 Use keywords
 Include products, services, etc.
 Find & claim ‘Place’ Page
 These will eventually merge

26. Twitter
 Sign-up for Twitter Profile
 Make profile public
 Claim a branded username
 Fill out business ‘Information’ section
 Add other social media profiles
 Use keywords
 Create a custom, branded background
 Find influencers
 #oan

30. LinkedIn
 Sign-up for LinkedIn Personal Profile
 Create a Company Page
 Link personal profile to company page
 Fill out business ‘Information’ sections
 Add Twitter profile
 Add blog
 Add services
 Use keywords
 Connect with industry professionals

34. YouTube & Flickr
 Create a YouTube Channel
 Add Facebook and Twitter icons at the beginning
and end of each video
 Embed videos on your site
 Create custom YouTube background
 Create Flickr Account
 Use keywords in video/photo titles and
descriptions to help searchability for SEO
 Add Facebook tab

39. Creating Efficiencies

40. 3rd Party Tools: HootSuite/TweetDeck
 Spread the Word
 Track & Analyze
 Collaborate with a Team
 Monitor Mentions
 Schedule in Advance
 Customize Feeds, Networks, etc.

41. 3rd Party Tools: HootSuite/TweetDeck
Multiple Profiles
Twitter Search
Customized Feeds
Navigational Menu
Type your 140
Tweet & Send

42. 3rd Party Tools: HootSuite/TweetDeck

43. 3rd Party Tools: HootSuite/TweetDeck
Spread the Word
 Post your message to multiple profiles
simultaneously!
Set access
permissions and
send posts to
multiple social
networks in one
click.

44. 3rd Party Tools: HootSuite/TweetDeck
Track & Analyze
 View stats on re-tweets, clicks on links, popular
posts, etc.

45. 3rd Party Tools: HootSuite/TweetDeck
Track & Analyze
 Pull in Google Analytics data to monitor site
traffic from social media campaigns & other
mediums.

46. 3rd Party Tools: HootSuite/TweetDeck
Collaborate with a Team
 Add team members to your account and assign
tasks.

47. 3rd Party Tools: HootSuite/TweetDeck
Monitor Mentions
 Monitor profile mentions, re-tweets & keywords.

48. 3rd Party Tools: HootSuite/TweetDeck
Schedule in Advance
 Out of the office? Schedule tweets in advance to
post to multiple profiles.

49. 3rd Party Tools: HootSuite/TweetDeck
Customize Feeds, Networks, etc.
 Choose what streams to monitor & what profiles
to post to.

50. Automation: Twitter & Facebook
Automate Blog Posts on Twitter
 Add your RSS feed URL to have new posts
automatically update on Twitter.

51. Automation: Twitter & Facebook
Networked Blogs on Facebook
 Automate blog posts on Facebook. On Your Page’s Wall

52. Tracking Your Efforts

53. Monitoring & Measurement
Tools
 Google Alerts
 HootSuite, TweetDeck, Twitalyzer, Bit.ly, Ow.ly
 Facebook Insights
 LinkedIn Analytics
 YouTube Insights

54. Tracking Your Efforts
Track efforts using a combination of tools
 Google Analytics
 Referral traffic
 Utilize utm tracking strings
http://www.examplesite.com/?utm_source=twitter&utm_medium
=social%2Bmedia&utm_campaign=product-promo
 HootSuite (or bit.ly)
 Clicks on links you have tweeted
 See most popular tweets
 Facebook Insights
 Fan interactions (likes, comments)
 Demographics

55. Tracking Your Efforts
Choose the right key performance indicators
(KPIs)
 Focus on engagement metrics first
 Revenue-related metrics should come second
Interactions
Conversions
Daily Active Users
Conversion Rate
Fans/Followers
Revenue
Comments
Return on Investment
@Replies

56. Resources
 www.formicmedia.com
 www.formicmedia.wordpress.com
 www.tweetdeck.com
 www.hootsuite.com
 www.tweetstas.com
 www.twitalyzer.com
 www.google.com/alerts
 http://www.seomoz.org/
 http://searchengineland.com/
 http://www.searchenginejournal.com/

57. Questions & Answers
Contact:
Anna Hutson
www.formicmedia.com
503-517-9059 x123| anna@formicmedia.com