1. Social Media 101:
What You Need To Know To Stay
In The Game
Michelle Smalls
Booz Allen Hamilton
and
Tanesha Boldin
PNC Bank

2. Description & Objectives
Description. Marketing through social media platforms, such as Facebook and
blogs, can be quick and powerful. Social media present unique marketing
opportunities and methods of success.
Objectives. At the end of this session, participants will be able to:
1. Launch a blog
2. Set up and manage Facebook, Twitter, and LinkedIn pages
3. Build a social media dashboard to spot engagement opportunities
4. Leverage analytical tools (Google Analytics)

3. Agenda
• The Business Case for Social Media
• Your Social Media Marketing Strategy
• Joining the Conversation
• Blogs, Podcasts and Vlogs: Building Your Blog
• Popular Social Media Marketing Sites
• Getting to Know Facebook
• Getting to Know Twitter
• Getting Know LinkedIn
• Managing Your Cybersocial Campaign: Creating a Social Media Dashboard
• Measuring Your Results & Building on Your Success
• Personal Stories

4. The Business Case for Social Media
• Making Your Social Debut
• The Benefits of Social Media
• Casting a wide net to catch your
target market
• Branding
• Building relationships
• Improving business processes
• Improving search engine rankings
• Selling when opportunity arises
• Saving money on advertising
• Understanding the Cons of Social Media

5. Your Social Media Marketing Strategy
• Establishing Goals
• Setting Quantifiable Objectives
• Identifying Your Target Markets
• Estimating Costs
• Valuing Social Media ROI (return on investment)

6. Joining the Conversation
• Lurking and Listening
• Listening actively
• Hearing an opportunity and taking it
• Minding Your Social P’s & Q’s
• Sticking to business
• Selling them softly with your song
• Engaging Your Audience
• Keeping it short and sweet
• Finding your voice
• Staying Engaged
• Asking questions
• ….and asking questions
• Being helpful
• Finding content
• Handling critics

7. Building Your Blog
http://blog.k9cuisine.com/

8. Building Your Blog
• Setting Up Your “Blogger” Blog
• Create a Google account
• Name your blog
• Choose a starter template
• Customize how your blog looks
• Start posting!
• Discovering the Fine Art of Blogging
• Doing your homework
• Creating a post
• Adding keywords and tags
• Making posts public, private, or sticky
• Keeping posts timely
• Handling comments and spam and other delights
• Creating meaningful categories
• Using trackbacks

9. Building Your Blog
http://www.blogger.com

10. Building Your Blog
http://www.blogger.com

11. Building Your Blog
http://www.blogger.com

12. Building Your Blog
http://www.blogger.com

13. Building Your Blog
http://www.blogger.com

14. Building Your Blog
http://www.blogger.com

15. Building Your Blog
http://www.blogger.com
http://www.youtube.com/watch?v=rA4s3wN_vK8

16. Popular Social Media Marketing Sites
• Facebook – www.facebook.com
• Twitter – www.twitter.com
• LinkedIn – www.linkedin.com
• Ning – www.ning.com
• MySpace – www.myspace.com
• Flickr – www.flickr.com
• Delicious – http://delicious.com/

17. Getting to Know Facebook
http://www.facebook.com/pages/Women-of-Color-in-Technology-STEM-Conference/80358122469?sk=wall&filter=2

18. Getting to Know Facebook
http://www.army.mil/

19. Getting to Know Facebook
http://www.facebook.com/pages/create.php

20. Getting To Know Facebook
http://www.facebook.com/
http://www.facebook.com/pages/create.php

21. Getting To Know Twitter
http://twitter.com/#!/WOCTechnology

22. Getting To Know Twitter
http://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-
using-twitter
 What's Twitter Anyway? How is it Useful?
 How to Start Using Twitter: reading Tweets and discovering new information
whenever you check in on your Twitter timeline is where you’ll find the most value on
Twitter.
 1. DISCOVER SOURCES: find and follow others
 Tip: One great way to find more interesting accounts is see who those you know
or admire are following.
 2. CHECK IT OFTEN: pay attention to what’s happening
 3. TAKE IT WITH YOU: connect your mobile
 Tip: Using Twitter via SMS allows you to pick and choose which updates you want
from those you follow, so you can get mobile updates from the accounts that
matter most to your life on-the-go.

23. Getting To Know Twitter
http://support.twitter.com/groups/31-twitter-basics/topics/104-welcome-to-twitter-support/articles/215585-twitter-101-how-should-i-get-started-
using-twitter
How to Start Tweeting:
 1. BUILD A VOICE: retweet, reply, react
 Tip: If you're a new user, others are more likely to find your messages if they are
retweets or replies.
 2. MENTION: include others in your content
 Tip: Can’t think of anything to write? Don’t worry! Like I said, the real magic lies
in locating and reading content on Twitter.
 3. GET FANCY: explore advanced features
 Tip: The best way to gain followers on Twitter is to regularly engage and
contribute in a meaningful way.

24. Getting To Know Twitter
https://business.twitter.com/

25. Getting to Know Twitter
http://twitter.com/
https://business.twitter.com/

26. Getting To Know LinkedIn
http://www.linkedin.com/groups/Women-Color-in-STEM-Conference-4087716

27. Getting To Know LinkedIn
http://www.linkedin.com/static?key=what_is_linkedin&trk=hb_what

28. Getting To Know LinkedIn
http://www.linkedin.com/

29. Creating a Social Media Dashboard
http://www.socialbrite.org/2010/11/09/top-10-social-media-dashboard-tools/
Sample of Social Media Dashboard Tools
Threadsy: Unify your email, social networks
CoTweet: Advanced features for Enterprise users
Myweboo: Organize your information streams
Seesmic: Free, clean & credible
Hootsuite: Integrate all your platforms Netvibes: Share your widgets with the world
Spredfast: For teams of social marketers TweetDeck: Connect with your contacts
MediaFunnel: Collaborative, permission-based system Brizzly: Simplify your updating

30. Creating a Social Media Dashboard
http://www.threadsy.com/

31. Creating a Social Media Dashboard
http://my.yahoo.com/

32. Creating a Social Media Dashboard
http://my.yahoo.com/

33. Creating a Social Media Dashboard
Brand Monitoring and Analysis
1. What do consumers like/dislike about my brand? What is the impact of these
opinions?
2. Who are the opinion makers and what do you know about them? Who are the key
influencers for your brand? How do you change their perceptions/ opinions to positively
impact the brand? Where to seed conversations/ participate in these conversations?
3. What are the viral marketing opportunities?
4. Which product features are appreciated? Which features are not appreciated?
5. Which are the pain points that consumers are facing? Which are the often repeated
product problems? Who and Which posts are complaining about your products or
services, company, and staff
6. Which blogs/ websites you need to actively listen to protect your brand reputation?
7. What are the key drivers of value in your product space? What are interesting
suggestions on product development?
8. What are the needs and motivations of your audience?
Source: http://www.nettscience.com/brand-monitoring-and-analysis.html
(nettscience)

34. Creating a Social Media Dashboard
Competition Monitoring and Analysis
1. What are the opinions and perceptions of the audience about your brand vis a vis
your competition? What are they saying about your competitors?
2. What is the share of conversation for your brand against competition?
3. Who are the competitors and what story is most talked about? Who are your
unknown competitors? Who is your biggest competitor in terms of share of voice?
4. Who are the key influencers for your competitor? How do you influence their
opinions to positively impact your brand?
5. Which product features of your competition are appreciated? Which features are not
appreciated? Can you leverage this to your advantage?
Source: http://www.nettscience.com/brand-monitoring-and-analysis.html
(nettscience)

35. Metrics: Google Analytics
http://www.google.com/analytics/

36. Metrics: Google Analytics
http://www.google.com/analytics/

37. Metrics: Google Analytics
http://www.google.com/analytics/

38. Measuring Your Results & Building on Your Success
• Delving into the Data
• Comparing Metrics from Different Marketing Techniques
• Tallying the Bottom Line
• Making Decisions by the Numbers
• Multiplying Your Impact
• Staying Ahead of the Curve

39. Personal Stories & Book Review “Get Bold: Using Social
Media to Create a Type of Social Business” By Sandy Carter
• The AGENDA for Social Business Success
• Align Organizational Goals and Culture
• Gain Social Trust
• Engage Through Experiences
• (Social) Network Your Business Processes
• Design for Reputation and Risk Management
• Analyze Your Data
• Technology as a Competitive Ingredient
• Draw Up Your Agenda

40. References & Contact Information
References
• “Get Bold: Using Social Media to Create a Type of Social Business” By Sandy
Carter
• “Social Media Marketing: All-In-One For Dummies” by Jan Zimmerman and
Doug Sahlin
Contact Information
• Michelle Smalls, Associate, Booz Allen Hamilton, smalls_michelle@bah.com
• Tanesha Boldin, VP and Maryland Market Manager, PNC Bank,
boldin2k@gmail.com