The Advanced Social Media Marketing presentation covers advanced social media tactics and strategies for online marketers and small business owners. Learn how social advertising and platforms like Pinterest, Tumblr and more can help elevate your business online.

1. Social Media (advanced) – Part 2
Presenter: Alex Peerenboom & Jason Donaldson
Date: March 14th, 2012
Location: Formic Media

2. Social Media Advanced – Part 2
• Launched in 2008 to service small business &
partners
• Specializes in search, social and website
development
• 100% of Account Team Google AdWords, Microsoft
adCenter & Google Analytics Certified
• 7 employees & 45+ clients
• Strategic partnerships (SEMA, AlphaGraphics, etc.)
• Focus on education via monthly Seminar Series
March 14th, 2012 Formic Media Seminars: Social Media

3. Social Media Advanced – Part 2
Agenda:
• Intro to Social
• Facebook
• YouTube
• Twitter
• Google+
• LinkedIn
• Smaller Players
March 14th, 2012 Formic Media Seminars: Social Media

4. Social Media Advanced – Part 2
Benefits of Social Media:
• Build a brand community (optimize for
visibility)
• Online Reputation Management (ORM)
• Gain industry and constituent insights
• Engage with your community
• Build community & thought leadership
• Brand advocates
• Provide affordable customer service
March 14th, 2012 Formic Media Seminars: Social Media

5. Social Media Advanced – Part 2
Growth of Social Media:
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6. Social Media Advanced – Part 2
Growth of Social Media:
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7. Social Media Advanced – Part 2
Growth of Social Media:
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8. Social Media Advanced – Part 2
Growth of Social Media:
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9. Social Media Advanced – Part 2
Social Media Trends:
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10. Social Media Advanced – Part 2
Social Media Trends:
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11. Social Media Advanced – Part 2
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12. Social Media Advanced – Part 2
Facebook:
• Brand awareness/SEO
• Monitor what people are saying about your
brand online
• Proactively prevent customer issues
• Provide an outlet for customers to reach you
• Own up to your mistakes (if any)
March 14th, 2012 Formic Media Seminars: Social Media

13. Social Media Advanced – Part 2
Facebook:
• Timely news updates
• Deals & Coupons
• Special contests & promotions
• Testimonials & case studies
• Expert content
March 14th, 2012 Formic Media Seminars: Social Media

14. Social Media Advanced – Part 2
Facebook Best Practices:
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15. Social Media Advanced – Part 2
Facebook Best Practices:
• Sign-up for a ‘Fan’ Page
• Fill out business ‘Information’ tab
• Add other social media profiles
• Use keywords
• Include products, services, etc.
• Find & claim ‘Place’ Page
• Once claimed, business owner can merge
pages
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16. Social Media Advanced – Part 2
Advanced Facebook Information and Tactics:
• Latest Updates
• Facebook Algorithms
• Facebook Advertising
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17. Social Media Advanced – Part 2
Facebook – Latest Updates:
• Timeline now rolling out to all Pages
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18. Social Media Advanced – Part 2
Facebook – Latest Updates:
• Timeline now rolling out to all Pages
• The ideal cover image size is 851 x 315 pixels
• Cover Photos cannot include:
• Price or purchase information, such as discounts and
download offers
• Contact information such as a website address,
email, mailing address, or information that should
go in your Pages “about” section
• References to Facebook features or actions, such as
“Like” or “Share” or an arrow pointing from the
cover photo to any of these features
• Calls to action, such as “Get it now” or “Tell your
friends”
• The space is not meant for promotions, coupons, or
advertisements
March 14th, 2012 Formic Media Seminars: Social Media

19. Social Media Advanced – Part 2
Facebook – Latest Updates:
• Timeline now rolling out to all Pages
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20. Social Media Advanced – Part 2
Facebook – Latest Updates:
• You can no longer direct users to custom landing
pages.
• All clicks to the Page, be it new users, fans, or
ad traffic will land on the timeline page.
• The only flexible option is to have a
default post on your timeline appear with
ad clicks.
• Real-time insights (analytics) coming to pages
soon.
• See how your posts perform right now!
March 14th, 2012 Formic Media Seminars: Social Media

21. Social Media Advanced – Part 2
Facebook Algorithms:
• EdgeRank
• EdgeRank is the algorithm that determines
which items populate your news feed.
• With the massive amount of data that could
populate your news feed, Facebook wants to
provide what it thinks you’re most likely to
want to see.
March 14th, 2012 Formic Media Seminars: Social Media

22. Social Media Advanced – Part 2
Facebook Algorithms:
• EdgeRank Components
• Affinity:
The relationship between the user and the page or
friend that created an item.
• Weight:
Affected by the type of story, for instance, whether it is
a photo upload or a comment on another person’s
status. Facebook tends to value rich media content and
often when it introduces something new like Questions,
it temporarily weights activity from that feature
higher.
• Time:
How recent was latest interaction.
March 14th, 2012 Formic Media Seminars: Social Media

23. Social Media Advanced – Part 2
Facebook Algorithms:
• Graph Rank
• A new algorithm Facebook is using to
determine how Open Graph application
activity will be distributed through News
Feed, Ticker and Timeline.
• Seeks to show users highly relevant
application stories based on the other
connections they’ve made on Facebook.
March 14th, 2012 Formic Media Seminars: Social Media

24. Social Media Advanced – Part 2
Facebook Advertising:
• Inexpensive way to build fan base
• Create highly targeted campaigns
• Reach your EXACT target audience where
they already are
• Don’t need additional web presence
• Users can be directed to Fan Page
(recommended) or your webpage
• The Snowball Effect that isn’t present with
traditional digital advertising
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25. Social Media Advanced – Part 2
Facebook Advertising:
http://www.facebook.com/advertising/
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26. Social Media Advanced – Part 2
Facebook Advertising:
Step One: Design Your Ad
http://www.facebook.com/ads/create/
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27. Social Media Advanced – Part 2
Facebook Advertising:
Step One: Design Your Ad
Destination
• Pages
• Applications
• Events
• Places
http://www.facebook.com/ads/create/
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28. Social Media Advanced – Part 2
Facebook Advertising:
Step One: Design Your Ad
Ad Types
• Sponsored Stories
“Get more distribution for the News Feed stories published about
your Page, Place or App. Always includes either a story about the
viewer's friends or a story about your Facebook Page posts.”
• Facebook Ads
“Promote a Facebook Page, Event, App, other destination on
Facebook, or your own website. You can specify a custom
message and call-to-action. Relevant actions from the viewer's
friends will automatically be shown to build word-of-mouth
awareness.”
http://www.facebook.com/ads/create/
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29. Social Media Advanced – Part 2
Facebook Advertising:
Step One: Design Your Ad
URL
• Destination URL
“Specify the web page that users should be sent to when they
click on your Facebook ad. Make sure your ad and the target
page are related. Ideally, the Destination URL should allow
users to take action on what caught their interest in your ad.”
http://www.facebook.com/ads/create/
March 14th, 2012 Formic Media Seminars: Social Media

30. Social Media Advanced – Part 2
Facebook Advertising:
Step One: Design Your Ad
Ad Creative
• Title
• If advertising a Page the ad title will always be the
name of that page
• Body
• 135 characters maximum (currently reducing this to
90 characters)
• Include a call to action
• Image
• 110 pixels wide x 80 pixels tall
• Should have an aspect ratio of 4:3 or 16:9
• Uploads must be less than 5 kilobytes
http://www.facebook.com/ads/create/
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31. Social Media Advanced – Part 2
Facebook Advertising:
Step Two: Targeting
http://www.facebook.com/ads/create/
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32. Social Media Advanced – Part 2
Facebook Advertising:
Step Two: Targeting
http://www.facebook.com/ads/create/
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33. Social Media Advanced – Part 2
Facebook Advertising:
Step Two: Targeting
http://www.facebook.com/ads/create/
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34. Social Media Advanced – Part 2
Facebook Advertising:
Step Two: Targeting
http://www.facebook.com/ads/create/
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35. Social Media Advanced – Part 2
Facebook Advertising:
Step Three: Campaigns, Pricing and Scheduling
Budget Options:
• Per day bidding or lifetime limits
http://www.facebook.com/ads/create/
March 14th, 2012 Formic Media Seminars: Social Media

36. Social Media Advanced – Part 2
Facebook Advertising:
Step Three: Campaigns, Pricing and Scheduling
http://www.facebook.com/ads/create/
March 14th, 2012 Formic Media Seminars: Social Media

37. Social Media Advanced – Part 2
YouTube:
• One of the best social media sites to build your
brand.
• Video Blogs
• Tutorials
• If you’re actively making videos monetization is
an easy way to make some extra cash.
• Often difficult to generate traffic to your website
from your videos or YouTube Channel.
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38. Social Media Advanced – Part 2
YouTube Video Best Practices:
Keep it concise
• 2 minute maximum (for most content – less
if at all possible)
• Increase production value
• Adding small things like title screens give
the videos a more polished look
• Optimize as you would any other online
content
• Titles
• Descriptions
• Tags
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39. Social Media Advanced – Part 2
YouTube Analytics:
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40. Social Media Advanced – Part 2
YouTube Analytics:
Main Navigation
• Earnings
• Automatically linked with AdSense once
monetization is set up
• Views Reports
• Most valuable data located here
• Engagement Reports
• Show how individuals are interacting with the
Channel and videos
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41. Social Media Advanced – Part 2
YouTube Analytics:
Views Reports
• Views Section
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42. Social Media Advanced – Part 2
YouTube Analytics:
Views Reports
• Demographics Section
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YouTube Analytics:
Views Reports
• Playback
Locations
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44. Social Media Advanced – Part 2
YouTube Analytics:
Views Reports
• Traffic Sources
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45. Social Media Advanced – Part 2
YouTube Analytics:
Views Reports
• Audience Retention
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46. Social Media Advanced – Part 2
YouTube Analytics:
Individual Videos
• Same overview analytics on a micro level for
each video.
• Access to audience retention metrics.
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47. Social Media Advanced – Part 2
YouTube Analytics:
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48. Social Media The Basics – Part 1
Twitter:
• Brand awareness
• Monitor what people are saying about your
brand online
• Listen to your market
• Another outlet for customers to reach you
• Bring customer issues from public to private
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49. Social Media The Basics – Part 1
Twitter:
• Timely news updates
• Expert content
• Promoting followers and their content (RTs)
• Engage entire communities
• Customer service
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50. Social Media The Basics – Part 1
Twitter Best Practices:
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51. Social Media The Basics – Part 1
Twitter Chats:
#JournChat
#SmallBizChat
#SeoChat
#BlogChat
#B2BChat
#CareerChat
#BrandChat #InnoChat
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52. Social Media The Basics – Part 1
Twitter Chats:
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53. Social Media The Basics – Part 1
Google+:
• Search Plus Your World (SEO)
• Stay ahead of competitors
• Ability to segment customers
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54. Social Media The Basics – Part 1
Google+:
• Timely news updates
• Expert content
• Video engagement
• Provide tailored content to Circles
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55. Social Media The Basics – Part 1
Google+ Best Practices:
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56. Social Media The Basics – Part 1
Google+ & Rel=Author Tag
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57. Social Media The Basics – Part 1
Google+ & Rel=Author Tag
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58. Social Media The Basics – Part 1
Google+ & Rel=Publisher Tag
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59. Social Media The Basics – Part 1
LinkedIn:
• B2B Connections
• Employees and companies
• More than 2 million companies have pages
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60. Social Media The Basics – Part 1
LinkedIn:
• Company updates
• Expert content
• Events
• Questions and answers
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61. Social Media The Basics – Part 1
LinkedIn
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62. Social Media The Basics – Part 1
LinkedIn
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63. Social Media The Basics – Part 1
LinkedIn
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64. Social Media The Basics – Part 1
LinkedIn
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65. Social Media The Basics – Part 1
LinkedIn Advertising
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66. Social Media The Basics – Part 1
LinkedIn Advertising
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67. Social Media The Basics – Part 1
LinkedIn Advertising
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68. Social Media The Basics – Part 1
LinkedIn Advertising
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69. Social Media The Basics – Part 1
Other Players
• Images
• Local
•Q&A
• Custom
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70. Social Media The Basics – Part 1
Images – Pinterest:
• Fastest Growing Site Ever
• 97% of Users are Female
• Delivers more referral traffic than Twitter and
Google+
• Most popular categories include fashion, food,
and home design
• Great for images and video
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71. Social Media The Basics – Part 1
Pinterest:
• Promote values & lifestyle, not just products
• Include prices
• Use hashtags
• Connect with Twitter for businesses
• Run contests
• Promote your site with Pin It button
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72. Social Media The Basics – Part 1
Pinterest:
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73. Social Media The Basics – Part 1
Pinterest:
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74. Social Media The Basics – Part 1
Pinterest:
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75. Social Media The Basics – Part 1
Local – Yelp:
• Not Just Local Directory
• Very Engaged Users – Yelp Elite
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76. Social Media The Basics – Part 1
Yelp:
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77. Social Media The Basics – Part 1
Yelp:
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78. Social Media The Basics – Part 1
Local – Foursquare:
• Users “check-in” to local business and events
• Earn badges for more check-ins
• Discover new places around them
• Find and use deals
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79. Social Media The Basics – Part 1
Foursquare:
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80. Social Media The Basics – Part 1
Q & A – Quora:
• Find information by asking questions
• Demonstrate expertise by answering questions
• Share information with topic boards
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81. Social Media The Basics – Part 1
Quora:
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82. Social Media The Basics – Part 1
Quora:
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83. Social Media The Basics – Part 1
Custom – Ning:
• Your own look and feel
• Engage with your community uniquely
• Social integration
• Generate revenue
• SEO friendly with analytics
• Mobile friendly
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84. Social Media The Basics – Part 1
Ning:
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85. Social Media The Basics – Part 1
Thank you!
Contact John McPhee for more information
johnm@formicmedia.com
503.517.9059 x122
March 14th, 2012 Formic Media Seminars: Social Media