1.
Social Media Toolbox
May 31, 2012
ADDP Technology Day
Julia Campbell, J Campbell Social
Marketing
www.jcsocialmarketing.com
julia@jcsocialmarketing.com

2.
What is “Social Media”?
 Any online technology or practice that people use to
share
(content, opinions, insights, experiences, perspectives
and media).
 REAL interactions in REAL time.

3.
Is social media just a fad?
 Facebook had 845 million monthly active users at the
end of December 2011 and 483 million daily active
users on average.
 Twitter now has around half a billion registered
profiles, with over 100 million in the USA alone.
 Collectively, Twitter users now send 175 million tweets
every day.

4.
Is social media just a fad?
 As of February 9, 2012, LinkedIn operates the world’s
largest professional online network with more than 150
million members in over 200 countries and territories.
 In January 2012 Pinterest had 11.7 million unique U.S.
visitors, making it the fastest site ever to break through
the 10 million unique visitor mark.
 YouTube: 60 hours of video are uploaded every minute,
or one hour of video is uploaded to YouTube every
second.
 Over 4 billion videos are viewed on YouTube per day.
 Over 800 million unique users visit YouTube each
month

5.
4 Things You Need To Know
 This is not a cure for your
own ambivalence about
marketing your business.
 Your Social Media
Manager/Marketer
cannot operate in a silo.
 If you do not have a
website or your website is
awful, social media will
not be effective.
 You get out what you put
in – time, resources.

6.
Approach social media like a cocktail party
 Mingle and chat.
 Laugh and listen to
amazing stories.
 Don’t be a wallflower.
 Do not be the guy with
the lampshade on his
head.
 Do not oversell or
come on too strong!
 Each “party” (network)
has it’s own etiquette
and rules.

7.
Facebook 101
 The place where people go to connect/reconnect with
friends and family.
 People come to Facebook to make personal
connections and to have fun.
 Strategy – Help customers feel more connected to your
business; show them who you are as individuals; help
them connect to each other.
 Share “behind the scenes” photos and videos, ask
questions, share compelling statistics and success
stories.
 Easy, light, fun. Include media with all posts –
links, photos, videos.

8.
Facebook 101

9.
Twitter 101
 A space where people share the content that excites
them, in short 140 character bursts. “Micro-blogging”
 The link reigns supreme!
 Strategy – Don’t get too personal; share the best content
you can find; drive traffic to your website.
 Get people to “ReTweet” your content; follow “key
influencers” and ask them to spread your message.
 ReTweet, Thank – create good Twitter karma.
 Statistics, quotes, links. Be creative!

10.
Twitter 101
VOCABULARY:
Hashtag
Mention
Direct Message (DM)
ReTweet

11.
LinkedIn 101
 A professional network where people go to build
networks and connect to resources.
 Strategy – Unlike Facebook, people actually want to talk
about work and work issues on LinkedIn.
 Longer, wordier responses, more professional tone.
 Look for potential employees and customers, share
professional networking events, join Groups and ask
questions and start discussions.
 Thought leadership in your industry.

12.
LinkedIn 101

13.
Pinterest 101
 Third largest social network, fastest growing.
 Very popular with women.
 The “ability to create your own lifestyle magazine on the
Internet” via bulletin boards (pin boards).
 11.7 million unique U.S. visitors in January 2012, making
it the fastest site ever to break through the 10 million
unique visitor mark.
 Strategy – Compelling images! Great for
retail, art, fashion, jewelry, architecture, travel – visual
mediums.

14.
Pinterest 101

15.
YouTube 101
 Video-sharing website
where users can upload,
view and share videos.
 Strategy – Create a
branded channel,
upload videos!
 Videos should be quick,
simple, engaging and
professional.

16.
Google+ 101

17.
Google+ 101

18.
But what comes first?

19.
Social Media Planning
 Create a social media plan.
 Using social media means long term commitment.
 You will not get results in one day.
 What is your capacity? Staff time, etc.?
 You get out what you put in (like everything else).

20.
Social Media Planning
 What do you do?
 140 characters, clear & concise, short & sweet.
 Set a goal.
 What has to happen so that you can say “it’s working”?
 Sales
 Brand awareness
 Brand reputation
 Customer loyalty
 Put a number on it.
 What gets measured gets done!
 Hard to measure “brand reputation” – but try to quantify what
you can.

21.
Social Media Planning
 Who is your audience?
 Select the target group that is most
likely to be persuaded by your
message.
 Who are the people that have the
most to gain by what you do?
 The “general public” is NOT a
target market.
 Which market is most likely to
engage in social media?
 What channels are they using?
 What are they doing there?
 1-9-90 rule (1% of people
participate actively, 9% comment
and interact occasionally and 90%
are lurkers)

22.
Social Media Planning
 Do they know who you are?
 Where should you start?
 Start with Fans/Brand Advocates
 Recruit them to spread the word and
bring others over to their way of thinking.
 Might initially be a small group.
 Turn what you do into a simple message. (Think
tagline.)
 Why do people buy from you? Why do people participate with
you?
 More than just the “unique selling proposition” – should be
emotional and meaningful

23.
Social Media Planning
 Get set up
 Square avatar
 Compelling images – purchase some, you will need them!
 Search Engine Optimization – SEO
 SEO visibility – key word research
 Google Trends - http://www.google.com/trends/
 Google Key word Tool
 Type in any word, phrase or website name. Google gives a
list of keyword ideas plus data showing how often words are
searched and their ad bid competition.

24.
Social Media Planning
 Plan your content.
 Make a schedule/Content
Calendar
 3 blog posts per week
 One video
 Update your status every day
 Build time in for interaction –
answering comments and
feedback

25.
Ideas for generating content
• Industry blogs, • Events, anniversa
newsletters, ries, celebrations
websites , birthdays
• Google Alerts & • Email newsletter
New York • Tie current
Times alerts events to your
cause/issue
• Competitors
• Read everything
• Success Stories and follow
• Inspirational everyone!
quotes • Figure out what’s
• Reached a goal working for
others and adapt
• Want input on it!
an issue

26.
Social Media Planning
 Writing style
 Don’t use big words and jargon.
 Relax, act normally.
 People like personality.
 Put some passion into it.
 Be excited but don’t hype.

27.
Social Media Planning
 Promote your social media networks!
 If you build it, they will come. (Well, no…)
 Use all communication channels, including:
 Add the social media buttons to the main page of your
website (ideally visible on all pages, easy to find, make
sure links work!)
 Email newsletter template (social media buttons)
 Brochures, Annual Report, any and all printed materials

28.
Social Media Planning
 Promote your social media networks!
 If you build it, they will come. (Well, no…)
 Use all communication channels, including:
 Add the social media buttons to the main page of your
website (ideally visible on all pages, easy to find, make
sure links work!)
 Email newsletter template
(social media buttons)
 Brochures, Annual Report,
any and all printed materials

29.
Social Media Planning
 Your “Welcome to our email newsletter!” email
(Add a sentence – Connect with us on Facebook!)
 Your store front, cash register, lobby, waiting room,
anywhere you have a captive audience
 Build your connections. Ask the staff, interns,
customers to connect with and be sending people
to the Facebook page, Twitter account and
LinkedIn Company Page.

30.
Julia’s Social Media Philosophy
Social media is a TOOL
– it is not a silver bullet.
In other words, you still
need a good product
or service to get people
to care.)
Integrate it with an
overall marketing
campaign, just as you
would other tools
(direct mail, newsletter,
website, ads, customer
service).

31.
Julia’s Social Media Philosophy
Not all social media channels
are right for you.
Pick and choose.
Do a few well than many
poorly.
QUALITY over QUANTITY –
one quality Facebook post
per day (or every few days)
is worth more than 100
posts that are perceived as
spammy.

32.
To learn more:
 www.socialmediaexaminer.com
 www.hubspot.com
 www.johnhaydon.com
 www.jcsocialmarketing.com

33.
Questions, comments, feedback?
 Email: julia@jcsocialmarketing.com
 Website: www.jcsocialmarketing.com
 Cell: 978-578-1328
 Twitter: @skullsflying
 Facebook:
www.facebook.com/
jcsocialmarketing