1. 1

2. 2
— Social
Media
— Search
Engine
Op4miza4on
Topics

3. 3
— Why
Use
it?
— Social
Media
Plan
— We’ll
cover
• Facebook
• TwiFer
• LinkedIn
• Pinterest
• Blogs
• YouTube
Social
Media

4. 4
Why use it?

5. 5
It’s
the
new
SEO
— Social
Media
Op4miza4on
(SMO)
is
the
new
SEO,
or
rather
two
halves
of
a
whole.
— SMO
is
the
distribu4on
of
social
objects
(videos,
blog
posts,
tweets,
Facebook
updates)
so
that
they’re
op4mized
to
rise
to
the
top
of
any
related
search
query,
where
and
when
it
is
performed.
— We
will
cover
op4miza4on
–
page
4tles,
descrip4ons
and
tags.
— SEO
+
SMO
=
Amplified
findability
in
the
tradi4onal
and
social
web.

6. 6
It’s
Huge
— Facebook:
1.11
billion
ac4ve
users
— TwiFer:
500
million
ac4ve
users
— LinkedIn:
200
million
users
— Pinterest:
48.7
million
users
— YouTube:
7.5
million
monthly
users
— Instagram:
100
million
users,
4
billion
photos
— Blogs:
346,000,000
people
read
blogs
every
day

7. 7
It’s
Effec4ve

8. 8
It’s
Growing
— Social
media
adop4on
among
U.S.
small
businesses
doubled
in
the
past
year
from
12%
to
24%
— 61%
of
small
business
owners
use
social
media
to
iden4fy
and
aFract
new
customers.
— 75%
surveyed
have
a
company
page
on
a
social
networking
site.
— 45%
expect
social
media
to
be
profitable
in
the
next
12
months.
According
to
survey
conducted
by
University
of
Maryland's
Smith
School
of
Business
with
Network
Solu>ons

9. 9
It’s
Real-­‐Time
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informa4on
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-­‐4me
— Have
a
plagorm
for
announcing
news,
promo4ons,
events
— Generate
new
business
leads

10. 10
Gehng
Started
-­‐
Social
Media
Plan
— Define
the
goals
for
social
media
— increasing
sales,
brand
awareness
/
engagement
or
simply
more
people
who
“like”
or
“follow”
your
business
— Create
your
plan
–
align
with
marke4ng
calendar
— Iden4fy
the
most
important
keywords
for
your
business.
Use
these
consistently
in
all
posts,
tweets,
updates.
— Set-­‐up
your
profiles
and
pages
and
start
pos4ng
— Ensure
you
have
a
consistent
design/branding
across
all
plagorms
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.

11. 11
Social
Media
Plan
— Listen
to
what’s
already
out
there:
— Set-­‐up
Google
Alerts
for
all
your
keywords,
your
compe4tors,
your
own
company
name,
your
personal
name,
etc.
— Use
Social
Men4on
to
search
social
media
for
men4ons
of
your
organiza4on
/
compe44on
— Use
Google
Search
and
Google
Blog
Search
to
find
bloggers
and
other
content
creators
in
your
space
— Use
Muck
Rack
to
find
journalists

12. 12
Social
Media
Plan
— Create
your
Content
Calendar
For
Pos4ng
— Define
5-­‐6
content
categories
— Set-­‐up
a
3-­‐month
calendar
— Add
your
key
offline
events
and
any
milestones,
holidays,
etc.,
— Align
with
your
marke4ng
calendar
— Content
should
be
a
mix
of
original
content/images,
news
updates
and
curated
content/images

13. 13

14. 14
Social
Media
Plan
— Set-­‐up
your
profiles
and
pages
and
start
pos4ng
— Ensure
you
have
a
consistent
design/branding
across
all
plagorms
— Set-­‐up
Google
Analy4cs
to
monitor
web
traffic
— Measure
and
adjust
–
traffic,
comments,
leads,
etc.
— Set-­‐up
and
use
a
dashboard
(Hootsuite,
etc.)
to
manage
your
social
media
updates

15. 15
Why
Use
Facebook
— Increase
visibility
— Connect
with
customers
— Increase
engagement
— Promote
your
brand
— Create
a
community
— Promote
and
manage
events
— Give
back
to
loyal
customers
through
special
offers
and
discounts

16. 16
Engage
and
grow
your
following
— Write
interes4ng
and
relevant
posts
will
encourage
followers
to
engage
with
your
posts
— Liking,
commen4ng
and
sharing
are
important
— Facebook
uses
the
level
of
engagement
to
determine
how
many
people
see
your
posts
— Reveal
the
human
side
of
a
company,
give
it
personality
— Provide
useful
informa4on
that
people
won’t
get
elsewhere
(or
at
least
not
as
quickly)
— Respond
to
comments,
complaints,
requests
real-­‐4me
— Have
a
plagorm
for
announcing
news,
promo4ons,
events

17. 17

18. 18
Engage
and
grow
your
following
— Hold
contests/sweepstakes/giveaways/refer-­‐a-­‐friend
— Upload
and
invite
your
email
list
— Invite
your
friends
— Run
Facebook
Ads

19. 19
Engage
and
grow
your
following
— Build
community
and
it
will
grow
organically
— Join
relevant
Facebook
groups
— Contact
the
group
owners
and
ask
if
they’ll
cross
promote
— Post
on
other
relevant,
related
FB
pages

20. 20
Facebook
-­‐
Gehng
Started
http://www.facebook.com/pages/create.php

21. 21
Facebook
-­‐
Gehng
Started

22. 22

23. 23

24. 24

25. 25

26. 26

27. 27
TwiFer
— Microblogging
site
that
enables
users
to
send
and
read
other
users’
updates
(known
as
tweets)
— Text
based
posts
— 160
characters
total
— 20
for
username,
140
for
message
text
— Updates
appear
on
the
user’s
profile
page
and
are
delivered
to
other
users
who
have
signed
up
to
receive
them
(followers)

28. 28
TwiFer
— An
informa4onal
tool
–
provides
informa4on
to
others
— A
conversa4onal
tool
–
respond
to
other
people’s
tweets
and
engage
in
dialogue
— Great
way
to
network
and
communicate
with
new
and
old
contacts
— You
choose
the
message,
not
the
recipient

29. 29
TwiFer
-­‐
Defini4ons
— Tweet
-­‐
When
you
hit
send
on
your
140
characters
on
twiFer
it’s
called
a
tweet
or
twee4ng
—
Handle
–
your
TwiFer
name
@GibbonsDigital
–
balance
short
with
descrip4ve.
— Follow
–
this
is
simply
the
act
of
adding
someone
to
your
list
of
people
you
are
following
–
this
makes
their
tweets
show
up
on
your
homepage.
— Replies
–
this
is
what
it
is
called
when
someone
writes
a
tweet
directly
at
your
handle
-­‐
@GibbonsDigital
cool
post
today
blah
blah
–
this
is
oren
an
invite
to
engage
with
a
follower.
— Retweet
–
this
is
a
tac4c
of
republishing
someone
else’s
tweet
–
the
original
tweet
along
with
author
stays
in
tact,
but
you
are
basically
showing
someone’s
tweet
to
your
followers
–
many
people
find
this
a
great
way
to
add
content
and
acknowledge
good
stuff
from
the
folks
they
follow
— DM
–
this
is
a
message
that
is
sent
directly
to
another
user.
They
must
be
following
you
for
you
to
DM
them,
but
this
is
a
very
useful
tool
for
private
messages
and
generally
a
good
choice
when
you
start
going
back
and
forth
with
someone
on
something
your
en4re
base
of
followers
might
not
find
interes4ng.
— Hashtag
–
this
is
a
way
people
categorize
tweets
so
that
others
might
use
the
same
tag
and
effec4vely
create
a
way
for
people
to
view
related
tweets
–
it
will
something
like
#marke4ng
–
more
on
this
in
search.

30. 30
Anatomy
of
a
Tweet

31. 31
TwiFer
-­‐
Gehng
Started
— www.twiFer.com
— Set-­‐up
profile
— Add
branding
(logo,
custom
page)
— Search
for
relevant
people,
follow
them
— Start
twee4ng
— Tweet
7
–
10
4mes
per
day
for
maximum
visibility
— Retweet,
tweet
about
products,
tweet
relevant
news
ar4cles

32. 32
Engage
and
grow
your
following
— Listen!
— Set
up
simple
searches
that
allow
you
to
hear
men4ons
of
your
company
— TwiFer
is
a
real-­‐4me
opportunity
to
listen
in
on
the
conversa4ons
of
200
million
users
— Serve
as
a
resource
— Provide
informa4on
that
helps
your
target
audience
in
a
quick,
easy-­‐to-­‐use
format

33. 33
Engage
and
grow
your
following
— Use
your
own
style
when
engaging
with
others
— Provide
guidelines
for
anyone
twee4ng
on
behalf
of
the
company
but
don’t
underes4mate
the
value
of
having
a
“real
person”
online.
— Share
the
human
side
of
your
company
and
stories
about
the
people
doing
the
twee4ng
for
the
business
— Seek
opportuni4es
to
provide
photos
from
events
in
the
community
where
you
or
your
employees
are
doing
charitable
work
or
even
crea4ve
promo4onal
efforts
that
are
fun
or
engaging

34. 34
— Ask
relevant
ques4ons
on
TwiFer
and
consumers
are
happy
to
share
opinions
— People
like
being
asked
to
provide
input
on
topics
of
interest
— Thinking
of
offering
a
new
product
or
service?
Ask
for
input
beforehand
— Take
advantage
of
the
online
community
to
gain
feedback
and
generate
new
ideas
that
will
result
connect
with
the
audience
served
by
your
business.
Engage
and
grow
your
following

35. 35
Engage
and
grow
your
following
— Follow
people
–
they
might
follow
you
back
— Add
TwiFer
link
to
your
website
homepage
— Include
TwiFer
icon
on
ALL
materials
that
reach
your
target
market

36. 36

37. 37

38. 38

39. 39

40. 40
LinkedIn
— The
world’s
largest
professional
network
with
over
175
million
registered
members
and
growing
rapidly.
— Connects
you
to
your
trusted
contacts
and
helps
you
exchange
knowledge,
ideas,
and
opportuni4es
with
a
broader
network
of
professionals.
— hFp://www.youtube.com/watch?v=ZVlUwwgOfKw

41. 41

42. 42
42

43. 43

44. 44
Engaging
on
LinkedIn
–
Status
Updates
— Share
links
to
interes4ng
ar4cles,
websites
or
video
you
have
found
that
some
individuals
in
your
network
might
appreciate.
Try
to
use
words
that
grab
the
readers
and
encourage
them
to
click
the
link.
— Pose
a
ques4on
that
could
lead
to
solving
a
problem
you
have,
like:
"Anyone
know
about…?"
— Conduct
an
informal
poll
rela4ng
to
a
topic
that
is
of
interest
to
you,
such
as:
"What
interest
rates
are
you
seeing
for
lines
of
credit
in
the
current
environment?"
44

45. 45
Engaging
on
LinkedIn
–
Status
Updates
— Men4on
a
person
or
a
situa4on
that
might
be
helpful
to
some
of
your
connec4ons,
like:
"I
just
met
with
John
Jones
from
ABC
Company
and
found
out
….”
— Talk
about
an
event
you
are
aFending
or
have
aFended
to
encourage
involvement
and/or
ques4ons
about
what
you
learned
there.
— Use
the
"Like"
feature
when
you
see
a
helpful
update
from
one
of
your
connec4ons.
Doing
this
shares
that
update
with
your
en4re
network.
This
is
a
great
way
to
give
the
writer
of
the
helpful
update
exposure
to
your
network
that
he/she
wouldn't
normally
have.
45

46. 46

47. 47
Groups
— Quickly
discover
the
most
popular
discussions
in
your
professional
groups.
— Have
an
ac4ve
part
in
determining
the
top
discussions
by
liking
and
commen4ng.
— Follow
the
most
influen4al
people
in
your
groups
by
checking
the
Top
Influencers
board
or
clicking
their
profile
image
to
see
all
their
group
ac4vity.
— See
both
member-­‐generated
discussions
and
news
in
one
sehng.
— Easily
browse
previews
of
the
last
three
comments
in
a
discussion.
— Find
interes4ng
discussions
by
seeing
who
liked
a
discussion
and
how
many
people
commented.
47

48. 48
Groups
— Click
on
Groups
Directory,
search
for
your
industry
or
a
career
keyword,
and
find
a
group
that
fits
your
interest.
— Once
you’ve
been
accepted
to
the
group
you
can
share
relevant
content
by
star4ng
a
discussion
or
pos4ng
a
link
in
the
share
box.
— Sharing
consistently
is
a
good
way
to
quickly
iden4fy
yourself
as
an
expert
in
your
field
or
industry.
— Click
on
your
photo
to
see
your
updates
as
well
as
what’s
changed
in
the
discussions
you’ve
started,
joined
or
followed.
— Good
way
to
keep
track
of
discussions
most
important
to
you
and
your
career.
— Arer
sharing,
check
out
the
newest
discussions
in
the
slide
show
below,
and
cast
your
vote
by
liking
or
commen4ng.
— Under
each
discussion
you’ll
see
the
last
3
members
who
have
commented,
click
on
the
headline
to
see
all
comments.

49. 49
Company
Pages
— Central
hub
where
millions
of
LinkedIn
members
can
go
to
keep
in
the
loop
on
company
news,
products
and
services,
business
opportuni4es,
and
job
openings.
— Also
perfect
place
to
start
conversa4on
with
your
customers,
prospec4ve
clients,
job
seekers,
post
company
updates.
— Post
industry
ar4cles
and
fun
facts.
— These
updates
appear
on
your
company
page
and
also
the
pages
of
your
followers.
— Have
followers
Like
your
post
so
it
goes
viral.
— Analy4cs
pages
to
see
ac4vity
on
the
page.
49

50. 50

51. 51
51

52. 52
What
is
it?
— Pinterest
is
a
“virtual
pinboard”
that
lets
people
share
anything
and
any
topic
on
the
web
that
they
find
interes4ng
and
beau4ful
–
e.g.,
pictures,
quotes,
recipes,
etc.
— Conceptually
similar
to
social
bookmarking
sites.
— Content
is
organized
in
“Boards”
and
organized
in
categories.
— Each
piece
of
content
is
called
a
“Pin”

53. 53
53
Examples
of
Pins

54. 54
Pinterest
is
one
of
the
largest
social
media
networks
on
the
web.
The
network
saw
+4377%
growth
between
May
2011
and
May
2012.

55. 55
55
55Mashable, 2012

56. 56
Engaging
on
Pinterest
— Build
your
brand
out,
share
interes4ng
and
relevant
content,
create
engagement
— Add
products
with
prices
to
drive
awareness
— Service
businesses
can
create
pos4ngs
with
infographics
that
contains
useful
informa4on
or
a
graphic
with
a
quote
— Post
videos
(hosted
on
YouTube)
— Add
links
to
your
pins’
descrip4ons
giving
your
business
the
benefit
of
your
links
carrying
over
with
your
pins
when
users
re-­‐pin
them
56

57. 57
Engaging
with
Pinterest
— Run
compe44ons
where
the
winner
is
the
user
who
pins
the
best
pictures
or
has
the
Pinterest
board
with
the
best
collec4on
of
pins.
— Run
offers
-­‐
Pin
images
of
offers,
giveaways,
discounts
from
your
website
and
detail
your
offer
in
the
descrip4on,
or
you
can
create
images
exclusively
for
Pinterest
where
everything
about
the
offer
is
wriFen
on
the
image.

58. 58
Engaging
with
Pinterest
— So
make
sure
you
add
at
one
or
more
shareable
image
to
every
page
of
your
website
so
your
readers
get
to
choose
their
favorite
image
to
pin.
— Find
the
most
shared
images
on
Pinterest
and
get
to
know
who’s
sharing
them.
You
need
to
do
this
regularly
to
improve
your
own
Pinterest
marke4ng
strategy.

59. 59
Engaging
with
Pinterest
— Run
compe44ons
where
the
winner
is
the
user
who
pins
the
best
pictures
or
has
the
Pinterest
board
with
the
best
collec4on
of
pins.
— Run
offers
-­‐
Pin
images
of
offers,
giveaways,
discounts
from
your
website
and
detail
your
offer
in
the
descrip4on,
or
you
can
create
images
exclusively
for
Pinterest
where
everything
about
the
offer
is
wriFen
on
the
image.

60. 60
60
Gehng
Started
60

61. 61
61
Add
Pinterest
Icon
to
your
website
61
hFp://pinterest.com/about/goodies/

62. 62
62

63. 63
Strategies
for
Pinning
— Build
your
brand
out,
share
interes4ng
and
relevant
content,
create
engagement
— Add
products
with
prices
to
drive
awareness
— Service
businesses
can
create
pos4ngs
with
infographics
that
contains
useful
informa4on
or
a
graphic
with
a
quote
— Post
videos
(hosted
on
YouTube)
— Add
links
to
your
pins’
descrip4ons
giving
your
business
the
benefit
of
your
links
carrying
over
with
your
pins
when
users
re-­‐pin
them
63

64. 64
64

65. 65
65
hFp://woobox.com/pinterest
65

66. 66
‹#› 66

67. 67
Blogs
— Blog
=
‘web
log’
— An
online
diary
or
journal
— Anybody
can
be
a
content
generator
and
an
expert
in
their
field
— Can
be
setup
within
minutes
online
using
WordPress

68. 68
Blog
Content
— Answer
industry
ques4ons
— Comment
on
industry
news
— Provide
how-­‐to
based
content
— Encourage
readers
to
comment
— Post
consistently
–
3
to
5
4mes
per
week

69. 69
Engaging
Customers
with
a
Blog
— Answer
industry
ques4ons
— Comment
on
industry
news
— Provide
how-­‐to
based
content
— Encourage
readers
to
comment
— Post
consistently
–
3
to
5
4mes
per
week

70. 70
Engage
and
grow
with
a
Blog
— Pose
Engaging
Ques4ons
-­‐
At
the
end
of
a
post,
pose
a
brain-­‐
s4mula4ng
ques4on.
—
Get
readers
to
offer
4ps
-­‐
It
could
be
a
problem
that
you’re
facing,
or
something
your
customer
is
facing.
Make
it
a
contest;
publicly
credit
the
reader
with
the
best
4ps
on
your
blog
so
that
everyone
can
see.
— Start
With
An
Engaging
Opener
–
Your
opening
should
engage
the
reader
from
the
word
go,
something
that’ll
ignite
their
curiosity,
mo4vate
their
thought
process
and
get
them
engaged.
Make
your
opener
funny,
insighgul,
wiFy
and
outrageous
if
need
be.
—

71. 71
Engage
and
grow
with
a
Blog
— Make
The
Content
Graphically
Vivid
-­‐
Paint
a
picture
with
your
words,
and
draw
people
into
the
scene
you’re
pain4ng.
— Write
in
your
speaking
voice,
as
though
you’re
chahng
with
friends.
— Provide
A
Conclusion
–
sum
up
the
essence
of
your
ar4cle
in
a
short
conclusion.
Your
conclusion
should
ideally
4e
up
your
points
together
and
provide
a
short
glimpse
of
what
the
ar4cle
is
all
about.

72. 72
Blogs
–
Gehng
Started
— Install
WordPress
— Design
–
use
Theme
or
designer
for
custom
look
— Configure
content
categories
— Develop
library
of
content
— Post
on
a
scheduled
basis
–
3
to
5
4mes
per
week

73. 73
73

74. 74

75. 75

76. 76

77. 77

78. 78
YouTube
— YouTube
is
a
video
sharing
website
on
which
users
can
upload
and
share
videos

79. 79
Engaging
with
YouTube
— Powerful,
on-­‐demand
communica4on
channel
— Market
your
business
to
millions
of
people
at
virtually
no
cost
— Build
more
personal
rela4onships
with
your
current
client
base
— Inform,
Educate,
Entertain
— Good
content,
plan
ahead,
don’t
blatantly
market,
keep
it
short
— Curate
exis4ng
videos
if
you
don’t
have
your
own

80. 80
Engaging
with
YouTube
— Setup
a
branded
channel
using
your
colors
and
logo
— Allows
users
to
subscribe
to
your
content
and
the
op4on
to
search
just
your
uploaded
content
— Engage
With
the
YouTube
Community
— Check
out
other
videos,
favorite
appropriate
videos
and
make
suitable
YouTube
“friends.”
— Use
tags
and
categories
to
iden4fy
your
videos
— Promote
your
videos
elsewhere
(blog,
FB,
etc.)
— Run
contests,
giveaways,
have
calls
to
ac4on
— Keep
your
channel
current

81. 81
YouTube
-­‐
Gehng
Started
— www.youtube.com
— Set-­‐up
account,
link
to
Google
account
— Customize
your
channel
(logo,
colors,
etc.)
— Post
your
own
videos
–
short,
1-­‐2
minutes
only
— Subscribe
to
other
channels
— Share
videos

82. 82

83. 83

84. 84

85. 85

86. 86
YouTube
-­‐
Examples
— hFp://www.youtube.com/watch?
v=_PHnRIn74Ag&feature=player_embedded
— hFp://www.youtube.com/watch?v=eTog_wApYMc
— hFp://www.youtube.com/watch?v=u9prcUCHlqM

87. 87
Demographics
-­‐
Facebook
— 86%
of
Facebook
users
are
age
25
and
older
— 81%
have
some
college
educa4on
or
bachelors/graduate
degree
— 58%
earn
$50,000
or
more
87

88. 88
Demographics
-­‐
TwiFer
— 81%
of
people
on
TwiFer
are
age
25
and
older
— 83%
have
some
college
educa4on
or
bachelors/graduate
degree
— 47%
earn
$50,000
or
more
88

89. 89
Demographics
-­‐
LinkedIn
— 96%
of
people
on
LinkedIn
are
age
25
and
older
— 87%
have
some
college
educa4on
or
bachelors/graduate
degree
— 71%
earn
$50,000
or
more
89

90. 90
Search
Engine
Op4miza4on

91. 91

92. 92

93. 93
Gehng
Started
— Understand
your
keywords
— Claim/set-­‐up
your
Google
business
lis4ng
— Op4mize
your
website
— Measure
and
adjust

94. 94

95. 95

96. 96
Google’s
Keyword
tool
h?ps://adwords.google.com/o/KeywordTool

97. 97

98. 98

99. 99

100. 100

101. 101
Step
2:
Google
Business
Lis4ng
www.google.com/local/add/

102. 102

103. 103

104. 104

105. 105

106. 106
Step
3:
Op4mize
Your
Website
— Title
Tag
— Body
Content

107. 107
Title
Tags

108. 108

109. 109

110. 110

111. 111
Body
Content

112. 112

113. 113
Step
4:
Measure

114. 114

115. 115

116. 116

117. 117
Thank
You!
Bridget
Gibbons
bridget@gibbonsdigital.com
Gibbonsdigital.com
@gibbonsdigital
‚.com/gibbonsdigital