Overview of social media for businesses and start-ups, including social media strategy, major networks, trends, and tools. Where do you get started as a small business.

1. Social Media Luncheon

2. welcome
message
page
02
Hi there! I’m an Marketing and Social Media Consultant that brings a
creative and results oriented approach. During my time with
hospitality industry innovators, G.R.E.A.T. Grille Group and Levy
Restaurants, I collaborated with some of the world’s top brands,
Harley Davidson Disney, NFL teams & Hall of Fame Athletes.
Adam Bianco - Marketing & Social Media Consultant
@adam_bianco
@adam_bianco
@ohiostfootball
@sportsfoodie
/adambianco

3. welcome
message
page
03
Hi there! I am passionate about innovation, growth, and creating
engagement. I represent WSI Digital Digital Marketing. We help
businesses get more – traffic, leads, sales, happy customers, and
brand advocates.
Today, we have an agenda full of helpful insights and tools for you
today. We want to create a remarkable session for and with you.
Elaine Mikesell, Principal – WSI Digital Marketing
@mikeselldigital /elainemikesell Mikesell Digital

4. general
introduction
page
04
INTRODUCTION
● Weber Grill information
● Favorite social account
● Raise your hand if..
● Promote feedback

5. content
review
page
05
01
Social Media Strategy
Value, content, results
03
2016 Trends
Advertising, Influencers, Customer Service
02
Major Networks
FB, Twitter, LinkedIn, Instagram, Others
04
Tools
Key Objectives
Introduction
Wrap-up

6. general
introduction
page
06
Social Media Strategy

7. Why Social Media is Important
“Being on social media
means your brand will
be relevant in 5 years”
Jason Peterson
CMO, Havas Worldwide
● Engage consumers in a variety of
ways
● People expect news to find them,
not the other way around
● Show leadership and expertise in
your industry
● 87% of people use a “second
screen” while watching TV
● Brand Awareness → advertising
page
07

8. Strategy Fundamentals
● Business Goals: all strategies should tie back
○ i.e. brand awareness, drive more traffic to website, increase customer
loyalty, selling a product, engage customers, hire employees, etc.
● Networks: which networks make sense for you
business?
● Content: what are you going to post?
● Frequency: how often should you post?
● Engagement: how you interact with your audience?
● Measuring Success: what KPIs are you looking for?
● Tools: how are you going to post & engage?
● People: who is actually going to do it all? page
08

9. B2B
the others
B2C
page
09
Strategy Fundamentals: Networks

10. Strategy Fundamentals: Content
page
010

11. page
011
LEGO’S ‘Fill The Gap’ campaign proved that doing &
architecture need not be left to the professionals only

12. page
012
Uber shows us how to successfully capitalize on a global
movie blockbuster #GameOfThrones #RideOfThrones

13. page
013
THE CONTENT WEB

14. Strategy Fundamentals:
Engagement
1
2
Reactive Engagement: users interacting
with your brand on social media through
mentions, retweets, etc.
Proactive Engagement: your brand
interacting with users, seeking out those
conversations that you should be involved
in
page
014

15. Strategy Fundamentals: KPIs
How do you measure success on Social Media?
Reach: how many unique people saw the post
Impression: # of times your post was seen
Engagement: # of times people “engaged” with the post
i.e. likes, comments, shares, retweets, etc.
CTR (click-through-rate): # or % of clicks your link
received
Conversions: # or % of visits to your website and take a
specific action
Followers: # of people that follow your account
page
015

16. Strategy Fundamentals: Takeaways
Business Goals Strategy
Content
Engage KPIs Business Goals
page
016

17. “Realize that the social media success equation
isn’t big moves on the chessboard, it is little
moves made every day that eventually add up to a
major shift.”
-Jay Baer
page
017

18. What’s right for
your business?
page
018
Major Networks

19. TWEAK YOUR MESSAGE FOR EACH SOCIAL MEDIA
PLATFORM
Twitter: I’m eating a donut
Facebook: I like donuts
Foursquare: This is where I eat donuts
Instagram: Here is a vintage photo of a donut
YouTube: Here I am eating a donut
LinkedIn: My skills include donut eating
Pintrest: Here’s donut recipe
Spotify: Now listening to “Donuts”
Google+: I am a Google employee who eats donuts
page
019

20. ACTIVE USERS BY SOCIAL NETWORK
BASED ON ACCOUNT THAT LOGGED IN AT LEAST ONCE IN THE FIRST 30 DAYS OF 2016, IN
MILLIONS
93% of respondents indicated using Facebook for social media marketing (2015 Social Media
Marketing Industry Report by socialMedia Examiner. Small businesses plan to expand Facebook
activities in 2016. Instagram is the fastest growing network.
page
020

21. SOCIAL MEDIA ADOPTION BY AGE GROUPS (2014)
18 – 29 YO
65+ YO
55+ is the fastest growing segment
page
021

22. SOCIAL NETWORKS REVIEW
page
022

23. 01
Facebook -- The most used network by consumers and businesses - It is
all about ENGAGEMENT
1.59 Billion Users
Bigger than the largest country on the planet
Average person spends 20 mins/day
Make the World More Open and Connected

24. page
024
Coca-Cola MORE THAN 100,000,000 FANS ON
ITS FACEBOOK PAGE

25. page
025
CHOOSE YOUR BRANDED COVER PHOTO
CAREFULLY

26. OPTIMIZE YOUR FACEBOOK PAGE INFO--
DETAILS MATTER

27. page
027
Create enticing calls to action
Dare to be
different!
POST ENGAGING CONTENT - VARIETY OF
IMAGES, VIDEO, COPY
Short-form video can be
a powerful attraction tool

28. Facebook
Engagement
page
028
FOCUS ON CREATING A COMMUNITY
Make it all about your audience, foster their
connection and and don’t forget to have fun
Run a Contest

29. Facebook
Engagement
page
029
USE THE POWER OF, SOCIAL PROOF
…
• Make sure your top fans get to tell
their stories
• People trust their friends opinions
and what they buy
• Make it easier for your fans to spread
the words to your friends
• Make it easy for them to converse
with each other
• Use Data to entice new community
members to like you (calls to action)
Let Your Customer Speak For
You!

30. page
030
PROMOTE YOUR PAGE, EVERYWHERE
Promote your Facebook Page on your website (homepage, plus
header or footer), your e-mail signature, marketing e-mail footers,
business cards, and all other digital marketing materials.
Make it as easy as possible for your audience to get to or like your
Facebook Page with one click

31. Post 2 times per day at the most on facebook
2x per day is the level before likes & comments begin to drop off dramatically.
Use your Facebook Insights and check out which days ( and times of day) your audience is
active on Facebook
STAY ACTIVE--HOW OFTEN SHOULD YOU
POST?
page
031

32. Facebook is one of the most
powerful ad platforms on the planet
Objectives Include:
● Site visits & web conversion
● Video views
● Event RSVPs
● Offers
● Page “Likes”
● and more
Audiences:
● Website visitors & FB “Likes”
● LookaLike Audiences
● Customized Lists
● Very detailed targeting
Test and Experiment!
PAY TO PLAY--USE FACEBOOK ADVERTISING
page
032

33. WHAT’S NEW/UPCOMING
page
033
● Reactions
● More ads like Facebook Canvas!
● More Videos!
● Live Broadcasting
● Carousel Images & Slideshows
● Increase messaging for Business
Pages
● And much, much more

34. ● Content:
○ create a community, engage your followers and post a variety of content
● Ads Network:
○ Facebook is a powerful ads tool to reach your target customers
● Keep It Clean:
○ keep branding consistent and have page be informational and entertaining
page
034
KEY TAKEAWAYS

35. 02
Twitter-- The Real-time Information Network
320 Million Users
DISCOVER WHAT’S HAPPENING IN THE WORLD
RIGHT NOW!

36. page
036
WHY SHOULD YOU CARE ABOUT TWITTER?
34% of marketers have generated leads through Twitter

37. page
037
1. @Username
2. Profile Photo or Logo
3. Link to Bio or Website
4. Branded Cover Image
5. States what content will be
shared
6. Official Business Account
7. Strong images
BUILD A STRONG BUSINESS TWITTER PROFILE

38. page
038
TWITTER BUILDING BLOCKS
Take a Tweet from someone you value and Tweet it to your
own followers. Can use the button or Quote Tweet
Retweet
A nice way to build relationships with you followers and engage
in conversations
Reply
140 characters or less.--text, photos, links, videos. Keep tweets
to 20 characters below 140 to allow for retweets and comments
Tweet
Great way to acknowledge ir show appreciation for a tweet.
Can also be used a bookmark to easily find a tweet you like
Like
Starts with #. It helps you organize conversations and makes it
easy to find content related to a topic.
Hashtag
Union Meteris Blog: Twiitter best practices and tips
Https://unionmetrics.com/blog/2015/12/brands-twitter-everything-need-know-right/

39. page
039
1. SHARE
Share photos and behind the scene info,
or give glimpse of developing projects.
People want information.
8. ESTABLISH A VOICE
Twitter users tend to prefer a direct, genuine, and
likable voice. But, think about your brand as you
tweet. How do you want your business to appear
to the community?
7. CHAMPION YOUR STAKEHOLDERS
Retweet and reply publicly to great tweets posted by
followers and customers
6. DEMONSTRATE LEADERSHIP
Share and reference articles about the bigger
picture as it relates to your business
5. REWARD
Tweet update about special offers,
discounts, and time-sensitive deals
4. RESPOND IN REALTIME
Respond to compliments and feedback in real time
3. ASK
Ask questions of your followers to glean insights and
show you are listening
2. LISTEN
Regularly monitor comments about your
company, brand, and products. Know your
target audience
BUILD YOUR FOLLOWING, REPUTATION, AND
CUSTOMERS WITH TWITTER

40. 01
Twitter engagement for
brands is 17% higher on
weekend 05
66% of user generated
tweets that mention brands
come from mobile users
02
Tweets with image links
get 2X the engagement
rate of those without 06
Amplifiers are 122% are
more likely to send direct
messages
03
Tweets with less than
100 characters get 17%
more engagement 07
Tweets have 12X higher
chance of being retweeted if
you ask for it and 23X higher
if you spell out “Retweet”
04
Tweets with hashtags get 2X
more engagement
HELPFUL TWITTER STATISTICS
08
Tweets that include links are
86% more likely t be
retweeted
page
040
Source: CashSherpa.com

41. Tweet up to 3 times per day
Engagement decreases slightly after 3 teets
A Business can post up to 14 times per day
STAY ACTIVE-- HOW OFTEN SHOULD YOU
POST?
page
041

42. EXPERIMENT WITH TWITTER ADVERTISING
Setting up a Followers campaign with Twitter Ads is an
easy way to accelerate your follower growth. Use Quick
Promote for your best Tweets
BUILD AN AUDIENCE
Use the Website Card ad format to preview an image,
related context and a clear call to action on your timeline.
Use conversion tracking to measure actions that happen off
Twitter.
GROW WEBSITE TRAFFIC & SALES
Use Tweet engagements campaigns to promote your
Tweets. Increase engagement with your Tweets. People
can retweet them, reply, and more
PROMOTE YOUR BRAND
MEASURE YOUR CAMPAIGNS AND RESULTS - TWITTER ANALYTICS page
042

43. page
043
Domino Pizza’s “TWEET TO ORDER” CAMPAIGN
SAW A 30% INCREASE IN SALES IN JUST 1
WEEK

44. WHAT’S NEW/UPCOMING
page
044
● More integration with Periscope
● Major algorithm changes
● Go beyond 140 characters
● Don’t be suprised by other major
changes

45. KEY TAKEAWAYS
● Be Brief & Unique:
○ have a unique voice, engage your audience and be brief - you only have
140 characters
● One-on-One/Real-Time:
○ Twitter is best for one-on-one, real time interaction with your customers,
users, influencers, etc.
● It’s Changing:
○ Twitter will go through some majors changes in the next few months
page
045

46. 03LinkedIn: The World’s Largest Professional Network & Rolodex
CREATE YOUR OWN BILLBOARDD
RAISE YOUR CREDIBILITY
7 Million Executives are on LI
page
046

47. DEVELOP YOUR STRATEGY TO LEVERAGE
LINKEDIN AS A PROFESSIONAL AND FOR YOUR
BUSINESS
1
2
Professional Profile: Use LinkedIn to
show off your career success, rewards,
professional experience; build and
engage with your professional network,
and demonstrate thought leadership
Business Page: Leverage LinkedIn to
grow your business reach online, use it to
showcase product or fuel product research,
maximize search visibility, attract top talent,
through leadership, generate leads
page
047

48. page
048
HOW TO OPTIMIZE YOUR LINKEDIN
PROFILE
Professional Profile Photo
14X
A profile picture results in 14X more views
.
Engaging Headline
Headline is “power”
DON’T display your job title
What problems you solve?
Search Engine Optimize
Personalize your Profile URL
Don’t just accept URL LI gives you
Use Your Name
Make Contact Info Accessible
How do you want them to contact you?
Make it easy for them to connect – different mediums
Mobile Friendly
Visitor-focused Summary
40 words or more summary, more likely to
show up in future employer searches
Bring it to life with visuals; Show work samples
Write & Get Recommendations
Place just below Summary
Client recommendations vital & 360 degree useful too
Do a good job and ask for it
Join Groups and Participate
5X
Your profile is 5X more likely to be viewed if
you join and are active in groups
Can join up to 50. Join at least 10
Humanize the experience
13X
Including skills could get you 13 X profile views
Take time to personalize - Personalize your
invitations
MAKE EVERY EFFORT TO HAVE A COMPLETE PROFILE

49. Facebook
Engagement
page
049
LEVERAGE LINKEDIN UPDATES: BE ACTIVE &
VISIBLE
Publish variety of content to
engage, inform, build credibility,
and be noticed
● Post a blog, an article, or event
announcement
● Keep links under 70 characters
● Keep link descriptions under 250
characters
● Post a mixture of links, images,
and videos - remember the more
visual the content, the more likely
people to engage with it
● Notice people so that they notice
you
87% of users trust LinkedIn as source of information that affects decision
making - share remarkable content and get noticed

50. page
050
LINKEDIN NETWORKING TIPS
01
Build your connections
to 500+
You can request introduction to someone
you’re not connected to.
05
Who Viewed Your Profile
Check out who's viewed your LinkedIn
profile
02
Check Network Updates
Check this and acknowledge key events
You can sort by Top Updates or Recent
Updates
06
Export Connections
LinkedIn enables you to easily export your
connections.
Click Connections. Export LinkedIn
Connections under Advanced Settings
03
Be Identifiable
Allow others to see who you are if you view
their profile.
In Privacy Settings ; select what others can
see when you’ve viewed their profile. Your
name and Headline (recommended)
07
Leverage Advanced Search
Rich Experience
To find out if you're connected to anyone who works
at a specific company. Type the company name in
the company field in Advanced Search, then follow
steps
04
Share LI Updates on Twitter
When posting an update to LinkedIn that you'd like
your Twitter followers to see as well, you can easily
syndicate that update to Twitter
You can also tag or @mention other users and
companies in status updates
08
Consider LI Sales Navigator
Save, track, and engage with up to 3,000 leads
Get notifications and alerts in leads
90-day view of who’s looking at your profile
Great e-guide for executives:
https://business.linkedin.com/content/dam/business/marketing-solutions/global/en_US/campaigns/pdfs/ExecPlaybook-v04.07.pdf

51. B2B COMPANIES GIVE LINKEDIN THE MAJORITY OF
THEIR ATTENTION
B2B users are looking for marketing people. Executives and buyers who rely on LinkedIn for connections.
page
051

52. Build relationships through
your LinkedIn Business
Page
● Establish Your Presence: distinguished
design and search optimization
● Attract Followers & Talent: encourage your
employees to build a link to the page; add a
follow link on your website, promote your other
social networks
● Engage Followers: create at least weekly
updates, be helpful, link to great content,
create contests
● Create Leads: Create service or product
offers or educational material
● Amplify Through the Network: likes,
comments, shares matter, ask customers for
reviews, consider SEO -first 150 characters
Cultivate Thriving
Relationships With
Your Followers
page
052

53. EXPERIMENT WITH LINKEDIN ADVERTISING
You can have several types of LinkedIn ads:
● Sponsored Updates appear in LinkedIn users’ feeds. They
serve to attract new followers to your Company or Showcase
Page and serve to drive engagement with company-specific
content.
● Sponsored Inmail reach your target audience with tailored
content right to their inbox
● Display Ads to promote brand awareness and keep you top
of mind
● Lead Accelerators build highly targeted leads to your
business
● Text Ads appear on the right hand side of your LinkedIn
feed. They are typically used to promote products and
services.
LinkedIn ads can help you achieve a very precise reach:
● LI offers a very precise targeting options
● Linked profiles offer up-to-date professional information
page
053

54. Make an update or post 1 time per day on LinkedIn
20 posts per month (1X per weekday) allows you to reach 60 percent of your audience
STAY ACTIVE--HOW OFTEN SHOULD YOU POST?
page
054

55. Facebook
Engagement
page
055
KEY TAKEAWAYS
● Be Thoughtful
○ it’s the place to build credibility and thought-leadership as an individual
● Personal vs. Business:
○ There are different strategies for both personal and businesses and also
ways you can cross promote the two. Optimize both profiles
● Don’t Overlook it:
○ LinkedIn is a powerful social network for B2B businesses and connecting
with individuals

56. 04
Instagram Instagram’s user base is growing far faster than social network usage in general
Instagram usage is particularly strong among millennials. This year, there will be 48.2 million millennial
Instagram users in the US. By 2019, nearly two-thirds of all millennial smartphone users will use Instagram
page
056

57. Facebook
Engagement
page
057
…
WHY IT’S IMPORTANT
Instagram user growth since 2013

58. Facebook
Engagement
page
058
…
Instagram engagement rates are higher than both
Twitter & Facebook
WHY IT’S IMPORTANT

59. Facebook
Engagement
page
059
…
THE FUNDAMENTALS
Advanced Features
● Link(s): you can only have
one so use it wisely
● Title: people can search it
so how else can you use it?
● Direct Message: you can
send messages to users
and brands

60. Facebook
Engagement
page
060
…
TOP BRANDS
45,600,000
38,400,000
34,500,000
30,100,000
27,600,000
26,000,000

61. 2
Engagement: liking, commenting and
following
Hashtags: use up to 30 hashtags | 3-5 in
caption then the rest in first comment
HOW TO GROW YOUR FOLLOWING
3 Tag Photos: with influencers, publications,
etc that will help spread your message
page
061
1

62. Post 2 times per day on Instagram
Major brands post an average of 2 times per day to Instagram. There's no drop-off in
engagement for posting more, provided you can keep up the rate of posting
page
062
STAY ACTIVE--HOW OFTEN SHOULD YOU POST?

63. Facebook
Engagement
page
063
…
WHAT’S NEW / UPCOMING
● More Ads! Instagram recently rolled
out its Ads platform for the masses
● Change Accounts: you can now
easily switch in between accounts
● Scheduling: will soon be possible.
Schedulegr.am can do it now
● Photo Sizes: no longer a square
● Link(s): you’ll soon be able to put
clickable links in your caption
● True Collages: showcase more
than just a picture in carousel format

64. page
064
Snapchat
Pinterest Periscope
● Over 200 million users
● HUGE for millennials & Gen Z
● Quick and Fun. . Great for
sharing fun, quirky, “real-time”
media
● Over 100 million users
● 81% female demographic
● Promoted Pins and Buyable Pins
are now available
● Launched in 2015, owned by
Twitter
● Over 10 million users
● Helped usher in Live Broadcasting
● Over 1 billion users
● Billions of views every single day
● Avg minutes watched are up 40%
YOY
THE “OTHER” NETWORKS

65. page
065
SOCIAL MEDIA
TRENDS

66. ● Video!
● Live Broadcasting
● Influencers
● Mobile-First
● Advertising
page
066
Social Media Trends

67. Social Media Trends: Video
Average daily time spent on Digital Video Content among US
adults
page
067

68. Social Media Trends: Video
Sees over 8 billion video views…. Per day
30 seconds 15 seconds
6 seconds10 seconds
Takeaway: if it isn’t already, add video to your marketing and
social media strategy.
page
068

69. Social Media Trends: Live
Live video is fueling the video fire
• 10 million accounts
• 2 million daily active users
• People are streaming 40 years worth of live video
every day
• Facebook has started their own live video
• Impact on Sports & GoPro Integration
• Compilation features: Snapchat, Twitter Moments
• Twitter Integration
Takeaway: experiment with new platforms as well as
video & live video
page
069

70. Social Media Trends: Influencers
PewDiePie
• Why influencers are
important
• How to identify them
• Social Media All-Stars
• Loyal Customers
• Let them be authentic
Takeaway: make a list of influencers in
your space that you can connect with via
social media or for a larger partnership
EvanTubeHD
page
070

71. page
071
70% OF MARKETERS PLAN TO
INCREASE THEIR BUDGETS IN
SOCIAL MEDIA IN 2016

72. Social Media Trends: Advertising
• Social media advertising
increased 33.5% to $23.6 billion
in 2015
• Shop Now and Buy options on
Facebook
• Buyable Pins on Pinterest
• Twitter algorithm change to
drive revenue
Takeaway: social media isn’t “free” anymore. It’s now a business
like anything else. Each marketing budget should have a section
for social media advertisements
page
072

73. SOCIAL MEDIA TOOLS
page
073

74. page
074
SOCIAL MEDIA
MANAGEMENT
SYNTHIO
AGORAPULSE
HOOTSUITE
MANAGEFLITTER
LASTPASS
CONTENT MARKETING
LIKEABLE LOCAL
BEDGAR
BUZZSUMO
REVIVE OLD
POSTS
VISUAL SOCIAL MEDIA
GOOGLE PHOTOS
ABBSON LIVE
DITTO
POSTCREATOR
TAILWIND
PABLO
BLAB
ENGAGEMENT
MARKETING
AHAAMPLIFIERS
CISION SOCIAL
EDITION
TINT
MISSINGLETTR
FEEDLY
ZOPIN
TRELLO
SOCIAL MEDIA
ANALYTICS
BRANDWATCH
SIMPLYMEASURED
TALKWALKER
TWEETREACH.COM
INFLUENECER
MARKETING
CRYTICS
LITTLEBIRD
KLOUT
TRAACKR
EMPLOYEE
ADVOCACY
GAGGLEAMP
POSTBEYOND
SOCIALCHRUA
SOCXO
SOCIAL MEDIA TOOLS ARE CONSTANTLY
EVOLVING

75. page
075
✔
✔
These tools and dashboards provide a one-stop platform for all of your social media needs, from monitoring and posting to analytics and in some cases compliance
https://www.g2crowd.com/categories/social-media-mgmt#before-you-buy
SOCIAL MEDIA MANAGEMENT SOFTWARE TOP
LIST

76. Social Media
Management
Hootsuite,
TweetDesk, Buffer or
SproutSocial
All-in-one management of social media networks --
Organization, listing, monitoring
Content
Management
Likeable Local Content sharing, turbo posting and exposure,
efficiency through automation. Great industry-specific
content ideas for social media
Website Analytics Google Analytics Best to track visitors and conversion; Social media
report
URL Sharing Bitly URL shortener and engagement tracking
Security LastPass Allows you top password security across all networks.
You never have to remember passwords again
Content Creation edcor e-book and document sharing service
Email Marketing MailChimp or
Constant Contact
email and list building, prospects and customer
communications
SOCIAL MEDIA STARTER KIT FOR SMALL
BUSINESS
WHAT TOOLS DO YOU NEED TO GET STARTED?
page
076

77. KEY TAKEAWAYS
● Build a Social Media strategy and plan that ties back into your
business goals
● Be consistent and be active. Produce content that adds value to
your audience
● Engage and build relationships - Dale Carnegie style
● You don’t have to be everywhere - highlight a few select networks to
start. Quality over quantity
● It’s always changing - keep it fresh, experiment, evolve
Social Media is a business - ads are becoming essential
Leverage tools to simplify and build efficiency
page
077

78. OPEN QUESTIONS
page
078
WANT TO CONNECT?
ELAINE MIKESELL, PHD
Elaine.mikesell@wsimikeselldigital.com
614-352-6322
ADAM BIANCO
adam@adambianco.com
614-578-7121
@mikeselldigital
/elainemikesell
Mikesell Digital
@adam_bianco
@ohiostfootball
@sportsfoodie
/adambianco