Social Media Marketing for the Metal Arts Industry

Copyright © 2013 Search Engine Academy
Northwest
1

What social
media
marketing is
and how it can
help grow your
business
What you will learn
Northwest
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Understand the Major Social Media Platforms
What you will learn
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What is Social Media
Marketing?

What Is Social Media Marketing?
From Wikipedia:
• Social media marketing refers to the
process of gaining website traffic or
attention through social media
sites.[1][2]
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What Is Social Media Marketing?
From Wikipedia:
Social media marketing
programs usually center on
efforts to create content that
attracts attention and
encourages readers to share it
with their social networks.
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Why Do Social Media Marketing?
• Elevate your business as an industry
expert
• Generate traffic
• Create
conversations
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Why Engage in Social Media?
Social media enables you to:
• Share your expertise and
knowledge
• Tap into the wisdom of
your consumers
• Enables customers to help
customers
• Engages prospects through
customer evangelism
Copyright © 2013 Search Engine Academy Northwest 8
http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm

Why You Should NOT Do Social Media
• Generate sales
• Generate a list of prospects
• Generate phone calls or contact inquiries
• Measure ROI
– David Meerman Scott’s ―rant‖ on ROI:
http://www.ribeeziemedia.com/wp-
content/uploads/2010/01/DMScott_Interview4.mp3
• You want to create a ―viral‖ campaign
– It probably won’t work

Types of Social Media Sites
Social “bookmarking” sites such as:
These sites have their own communities and
governments‖ and basically run themselves.

Identity-based sites are based on who you
are and the type of business you’re in and
are based on connecting with networks of
friends, associates and contacts you know.
11Copyright © 2013 Search Engine Academy Northwest

Your own personal Blog is an identity-
based social media site if you open up
comments.
Message boards, forums, and
newsgroups (such as Yahoo! Groups and
Google Groups – think about how long
newsgroups have been around)

5. Micro-Blogging sites, such as:

5. Pinning Sites, such as:
6. Video Sites, such as:

Social Media Marketing
Some common ways of sharing:
1. Authoritative information
2. Entertainment
3. Humor
4. Controversy
(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing

Authoritative
Information
16
http://www.youtube.com/watch?v=zlJLEdNXGZo

Entertainment
17

Humor
18

Humor
19
People on Twitter will click through to
the pages you place in your tweet if they
find what you say interesting or
intriguing.

Controversy
20
http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/

4. Deliver what you promise:
Don’t try to fake people out – you’ll be buried
very quickly
5. Don’t expect an ROI:
It’s nearly impossible to tie social media back to
sales or other dollar measurements
Rules About

Be committed: Research and solicit a
relevant audience.
Design a plan: Schedule start dates,
goals—and benchmark the plan’s progress.
Tips for Social Media Marketing
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Plan a “friending” strategy:
• Publish a badge—or an icon—that allows
customers to share your website on their
LinkedIn, Facebook and Twitter pages.
• Place links to your social media
pages in your email signature.

Have a “crisis” communication plan:
Be prepared for negative comments and
know in advance how you will respond.
Monitor with:
Google Alerts and
socialmention.com
http://www.google.com/alerts
http://socialmention.com/

Be proactive:
Monitor daily and produce daily updates if
possible that give followers a unique
insight of your business. Encourage
interactivity and discussion.

Personalize:
Social media pages should not be overtly
commercial. Consider consumers’ interests
and provide entertainment value to keep
them coming back.

Integrate all marketing efforts:
Publish all messages to every marketing
vehicle (social media, newsletters, Web
sites, public relations and advertising) and
be certain they are consistent.

Integrate all marketing efforts:
Create external links to post on social
media pages that direct the fan to your
published press, advertisements,
commercials, etc.
Source: Howard Schaffer Media Marketing

Share your News:
https://www.youtube.com/watch?v=TCZBXa4EntI

Share your News:
Greg Madden – Portland Public Restrooms
http://www.opb.org/news/article/sales-are-slow-portland-loo-still-seen-success/

Make sure you show up in the
review sites also. This helps build
your online visibility.

Social Media Optimization (SMO)
• Social Media Optimization is defined by
Wikipedia as the way to optimize Web
sites/pages so they’re more easily
connected to social media sites.

Copyright © 2013 Search Engine Academy Northwest
35

36

Widgets and Badges

Links to Widgets and Badges
FaceBook
http://www.facebook.com/badges/
Twitter
http://twitter.com/goodies/widgets
LinkedIn
http://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges
Pinterest
http://pinterest.com/about/goodies/

Maximizing a Business Page
Go to: http://www.facebook.com/pages/create.php
to create a page

Click the
“Edit
Button”
to edit
your
page

Set up email notifications so you can be
super responsive to fans of your page

Set up your mobile device to respond quickly

App
available
on iPhones
and
Androids,
but not on
Windows
Phones

Set
permissions
for your
page.
DO NOT
publish page
until ready.

47

Ways to market a business on FaceBook
•Create a Cause
•Develop a Group
•Post Videos, Photos and Links
•Design a quiz
•Post your Events
•Create a Business Page
•Run a Facebook Ad

Companies Pages
Metal Fabrication Companies in
Oregon and Washington using LinkedIn

Companies Page

Companies Page
http://www.linkedin.com/company/add/show

Companies Page
Follow your
competition
to keep track
of what they
are doing.

Companies Pages
Features:
• Tell your company’s story
• Highlight your products and services
• Engage with followers
• Share career opportunities
• Drive word of mouth at scale

Considered for business networking
•Great place to find and post jobs
•Develop business
•Promote projects and opportunities
•Keep track of your competition
•Publicize Events

Ways to market your business
•Start a Group
•Join Groups
•Create a Company Page
•Post your Events
•Answer Questions
•Ask for recommendations
•Post updates
•Run an Ad

About Twitter
What is it?
Twitter is a service for friends, family, and
co–workers to communicate and stay
connected through the exchange of quick,
frequent messages.

About Twitter
What is it?
People write short updates, often called
"tweets" of 140 characters or fewer.
These messages are posted to your profile
or your blog, sent to your followers, and
are searchable on Twitter search.
http://help.twitter.com/entries/13920-frequently-asked-questions

About Twitter
The Lingo
Follow
Following someone simply means receiving their Twitter
updates.
Unfollow
If you no longer wish to view someone’s tweets in your
timeline, you can unfollow them.
@Replies
An @reply is a public message sent from one person to
another, distinguished from normal updates by the
@username prefix. If a message begins with @username,
we collect it as a reply. Reply publicly to any update on
Twitter by using the @username format.

About Twitter
The Lingo
DM – Direct Message
Direct messages are private messages sent from one
Twitter person to another. You can only send a direct
message to a person who follows you.
RT – Retweet
RT is short for retweet, and indicates a re-posting of
someone else's tweet. This isn't an official Twitter
command or feature, but people add RT somewhere in a
tweet to indicate that part of their tweet includes
something they're re-posting from another person's tweet,
sometimes with a comment of their own.

About Twitter
The Lingo
Hashtag - #
Because Twitter provided no easy way to group tweets or
add extra data, the Twitter community came up with their
own way: hashtags. A hashtag is similar to other web
tags- it helps add tweets to a category. Hashtags have the
'hash' or 'pound' symbol (#) preceding the tag, like so:
#traffic, #followfriday, #hashtag. Hashtags can occur
anywhere in the tweet: some people just add a # before a
word they're using.
Lists
Curated groups of other Twitter users. Used to tie specific
individuals into a group on your Twitter account. Displayed
on the right side menu of your homepage. 63Copyright © 2013 Search Engine Academy Northwest

About Twitter
The Lingo
Avatar
The personal image uploaded to your Twitter profile in the
Settings tab of your account.
Favorite
To favorite a Tweet means to mark it as one of your
favorites by clicking the yellow star next to the message.
Reply
A Tweet posted in reply to another user's message, usually
posted by clicking the "reply" button next to their Tweet in
your timeline. Always begins with @username.

About Twitter
The Lingo
For a Glossary of Terms go to:
http://help.twitter.com/entries/166337-the-twitter-glossary

About Twitter
You get 140 characters for
sharing your thoughts
66

Search Results
Some metal fabricator
jobs are placed on Twitter
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Twitter Tools
TweetMeme - Search and retweet the hottest stories on Twitter.
Twitvid - Easily share videos on Twitter.
Twitalyzer – Serious analytics for social relationships.
WeFollow - Twitter directory and search. Find Twitter followers.
Klout - “The standard for influence”
TweetDeck – Brings more flexibility and insight to power users.
HootSuite - Dashboard for teams using Twitter, Facebook, LinkedIn.
TrueTwit – Validation service. Stop wasting time with spammers.
http://dailytekk.com/2012/03/19/the-top-100-twitter-tools-of-2012-categorized/

•Considered a micro-blogging network
•Great place to research trends
•Wonderful for sharing ideas
•Excellent for getting the word out about what
you do
•Great way to drive traffic to a website or blog
http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/

•Ways to market a business on Twitter
•Be sure to follow the 80/20 rule when
tweeting.
•Craft an appropriate Twitter Policy, and
encourage your employees to sign up for
accounts on Twitter.

•Ways to market a business on Twitter
•As the owner of your business, register your
@companyname and use it for all your
tweets.
•Use Twitter Search to find and respond to
tweets about your products or your brand.
•Ask for feedback on your products and then
follow up with the responses you get.

What is Pinterest?
Pinterest is a tool for collecting and organizing
things you love and want to promote.

People find
images of
items they
like and
create boards
such as this
one.
You pin
pictures to
the board and
people repin
the images
they like.
How does Pinterest work?

What us YouTube?
YouTube is a video-
sharing website, created in
February 2005, on which users
can upload, view and share
videos.[4] YouTube displays a
wide variety of user-
generated video content,
including movieclips, TV clips,
and music videos, as well as
amateur content such as video
blogging, short original videos,
and educational videos.

How does YouTube work?
1. Record a Video
2. Upload video to
YouTube
3. People find the
video
a. Subscribe
b. Like
c. Comment
http://www.youtube.com/watch?v=Z0FzFcVWKu4

Social Media Takeaways
•Integrate your efforts to reduce time
spent on Social Media
•Have a plan and follow it
•Make sure to add the LinkedIn, FaceBook
and Twitter Widgets to your Website, blog
and even your email signature.

Social Media Takeaways
•Limit your self promotion
•Give generously to your community
•and Have Fun!

Thank You!

Contact Information
Colleen Wright
info@seotrainingnw.com
www.seotrainingnw.com

Social Media Marketing for the Metal Arts Industry

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