Social media marketing tips for Facebook, LinkedIn, Twitter, and Google+ provided by Bare Knuckle Marketing: http://www.bareknucklestrategy.com

3.  Drives Traffic – engaging content encourages linking
 Reputation Management – a great listening tool
 Brand Recognition
 Blended Results – your content on other sites gets ranked,
other content types appear in Search Engine Results

4.  You must be willing and able to engage
 Requires constant attention and interaction
 Honest / Authentic message
 Conversation not Conversion
 Interacting not Advertising

5.  Don’t Spam
 Be Respectful & Friendly
 It’s OK to be a “Real” Person
 Provide Quality Content – The purpose of these sites
is to share relevant content.
 You’re there to establish a relationship, not just to
make a sales pitch.
 Social Media Policy – many companies are
implementing these now.
 Use your “What if my mother saw this?” filter

6. Listen
Monitor/
Measure Plan
Use
Engage
Tools
Grow
Network

7. Useful Research Sites and Tools
 WhosTalkin.com
 SocialMention.com
 Technorati.com
 blogsearch.google.com
 BoardReader.com
 search.Twitter.com

8.  Find Your Market
 Find Your Voice
 Define Goals

9.  Find Your Market What are they saying about:
 Your brand
 Services in general
 The industry
 Your competition
 Their problems, complaints
 Their hopes, dreams, what makes them happy
 Find Your Voice
 Define Goals

10.  Find Your Market
 Find Your Voice
 Humor
 Controversy
 Information
 Educational
 Define Goals

11.  Find Your Market
 Find Your Voice
 Define Goals
 Improve reputation
 Increase visits/traffic
 Increase leads
 Generate awareness
 Build relationships
 Build trust
 Focus groups
 Combat negative comments
 Customer service

12.  Focus on goals
 Who and How Often: Schedule
 Join Conversation First, Then Convert Them

13.  Who?
 One or more people?
 Who will it come from?
 Who will be the admin?
 Use internal resources
 How often?
 Set a schedule and stick to it
 What is natural?
 93% of marketers use social
media, 58% 6 hours or more
 Twitter Tools
 Sendible.com
 HootSuite.com
 Facebook Tools
 Socialoomph.com
 sendible.com

14.  Features
 Know the basic commands (hashtag, retweet, like, etc.)
 Create custom apps
 Hide time wasting apps
 Know how to login, post updates, act as PAGE
 Best Practices
 Don't spam
 Create social media policy (rules and ethics)
 Don't retweet too much
 Remember to use keywords
 Create content that is useful
 Share useful links
 Establish a relationship, don't just give the sales pitch

15. Which Social Media Sites are right for my business?
 Facebook
 Twitter
 LinkedIn
 Pinterest
 Flickr
 YouTube
 StumbleUpon
 Delicious
 Yahoo! Answers
 Digg
 Niche Sites
 Start your own social network – Ning.com

16.  Create keyword rich and interesting profiles so you
appear in more searches
 Use what you learned from listening/monitoring
 Use your brand and/or keywords as your username
 Create custom backgrounds and avatars
 Setup tracking on all accounts, where possible, and
track initiatives

17.  HootSuite
 TweetDeck
 Phone Apps
 TweetDeck
 QR Code Scanners
 Network Specific
(Facebook, Twitter, LinkedIn)

18. General Tips
 Share with existing friends
 Reciprocal befriending
 Send email invite
 Be interesting
 Deliver value
 Follow industry leaders
 Link to your profiles from site
 Add “Like” button
http://developers.facebook.com

19.  Product/service announcements
 Sell – share coupon codes/links
 Talk around the brand
 Cutting edge news
 Contests
 Customer service
 Listen and respond
 Periodic tips
 Seasonal tips/info

20.  Setup Google Alerts to
show mentions of brand
http://www.google.com/alerts
 Most social media sites
have a metrics tool
 bit.ly
 Google Analytics

21.  Don’t focus on proving direct ROI
 Benefits are often secondary or tertiary
 Focus on interaction, value of content, not numbers
 Focus on Branding
 Measure actions and engagement, not just size of
network
 Track your time/costs

22.  Baseline Data
 How many fans, followers, bookmarks, etc.
 Referrers
 Number of meaningful comments/interactions
 Subscribers & Interactions
 Interaction – are users engaging in a conversation?
 Twitter: retweets, answering questions, driving traffic to site,
increasing followers?
 Facebook: likes, comments, wall posts, mentions?
 YouTube: views, comments, embeds?
 Conversions – are your leads increasing?
 Search engine traffic – increasing, adding to the long tail?
 Retention rates, Repeat business

24. Create a presence
 Personal Profile
 No Commercial Activity
 Facebook Group
 For a quick discussion, or
attracting quick attention
 Main benefit: you can direct
message your members
 Not indexed by search engines
 Facebook Page
 For long term relationships
 Multiple admins allowed
 Indexed by search engines
 http://www.facebook.com/pages/create.php

25.  Add Applications:
Facebook.com/apps
 Vanity URL:
Facebook.com/username (need 25 likes)
 Export updates to Twitter:
Facebook.com/twitter
 Import Blog:
Social RSS

26.  Be searchable – consider setting profile to public
 Control who sees what with Friend Groups and
Custom Privacy Settings
Account > Privacy Settings > Customize Settings
 Connect with industry leaders/influencers
 Join groups in your market/network
 Follow limits - 5000 friends, unlimited fans

27.  Link/Logo on site
 Link/Logo in email signature (digital), print materials
(traditional)
 Send Email Request
 Act as page, interact on other pages
 “Like” other pages/content, as company

28. How to leverage Facebook:
 Brand awareness
 Lead generation
 Introduce a product or campaign
 Improve reputation
 Collect data/content
 Keep an ongoing dialogue

29. How to do it, and Drive more traffic:
 Run promotions
 Create polls
 If a user interacts with your page, it shows up on
their “wall” = free advertising
 Create events that users can RSVP to
 Best times for business use:
Tuesday & Wednesday (yours may vary, so test)

30. ● Online Resume
● Online Networking Opportunity
● Lead Generation Tool
● Recruiting Tool
● Builds Valuable Connections with Others in
Related Fields (Doctors, Attorneys, Real
Estate…)

31. ● Over 150 million members
● As of December 31, 2011 (the end of the fourth
quarter), professionals are signing up to join
LinkedIn at a rate that is faster than two new
members per second.
● Executives from all Fortune 500 companies are
members
● Over 2 million companies have LinkedIn Company
Pages

32. Pros
 Great Content
 Free Research Tool
 Recommendations = Credibility
 Global Reach
Cons
 Spam Requests for Connections
 Paid Subscription $19.95/mo and up
 Email Overload
 Too Much Privacy = Invisibility or Mistaken Identity

33. ● Online resume
● Goal is to be 100% complete
● Use keywords
 Position
 Industry
 Updates
 Websites
 Twitter Account

34.  Add Company Profile:
linkedin.com/companies
 Get recommendations
 Customize your links to draw
interest
 Can share updates on Twitter
and vice versa
 Custom URL
 Add applications

36.  Professional
 Current
 Good Quality
 Company Logo is for Company page
 Personal Brand

37.  Reply to status updates
 View profile stats
 Privacy settings

38.  Control who sees your activity
 Control what others see when you’ve viewed
their profile (can make this anonymous)
 Select who can see your connections
 Control type of email, frequency and who can
send invitations

39.  Follow Company
 Connect personal profile to company as current
employer.
 Add LinkedIn Company Follow Button:
developer.linkedin.com/follow-company

40. Contacts > Add Connections
 Add Connections:
 Import email list
 Invite people you know to join
 Colleagues
 Classmates
 People you may know
 People you just met

41.  Get as many connections as possible
 Search companies and connect to employees
 Find industry leaders
 Get business card = request connection
 Make it personal
 Reply when accepting a connection
 Include your LinkedIn URL:
 Email signature
 Business card
 Web site
 Facebook profile
 Print materials and other traditional media

42.  “Add To Network”
 “Get Introduced”
 Pro – More Personal
 Con – Can Take Time if all parties aren’t frequent users
 Con – Limited to 5 Introductions with Free Version

43.  Credibility
 Digital version of a traditional
referral
 Make recommendations
Profile > Recommendations > Sent
Recommendations
 Request recommendations
Profile > Recommendations > Request
Recommendations

44.  Career/job postings
 Start discussions
 Status updates show in email messages
 events.linkedin.com
 Join groups and contribute to Q&A

45.  Groups
 Answers
 Events
 Advanced Search
 Applications

46.  Groups > Groups Directory
 My Groups
 Following
 Groups You May Like
 Groups Directory
 Create a Group

47.  Get information
 Network
 Learn about market and their needs
 Avoid constant self promotion
 Offer solutions to fix problems

48.  Discussions
 Reply
 Ask
 Send detailed email privately
 Members
 Promotions
 Jobs
 Search

49.  Meet a need
 Share articles
 Share links to your site content
 Notify of upcoming events

50.  Use keywords in group name/description
 Add your company website to the group
 Add your blog
 Send a weekly message

51. More > Answers or Linkedin.com/answers
 Similar to the Q&A in groups, but not limited to
the group
 Search answers
 Ask questions (ask 10 per month)
 Answer questions

52.  Personal response
 Be helpful and resourceful
 Leave an open invitation

53.  More > Events
 RSVP shows up on home profile
 Send invitation to relevant contacts

54.  Generate leads
 Search keywords, groups, industries, etc.

55. More > Get More Applications…
 Share presentations
 Share reading list
 Post blog
 Events
 Company buzz (track mentions)

56.  10 – 30 minutes/day
 Create a habit (21habit.com)
 Control Email Notifications
 Start on “Home” page
 View updates
 Statistics
 Review Groups
 Daily or Weekly Email or Groups Tab
 Contribute
 Check Inbox
 Email notifications or on site
 Send email blast
 Connect with people you just met
 Post status update

57. LinkedIn Learning Center:
http://learn.linkedin.com/

58.  Choose username
 Create an avatar
 Custom background
 Use keywords in your
description so other users
can find / follow you

59. Monitor your reputation, keywords, industry
 Go to search.twitter.com
 Type in a keyword

60.  Use various tools to find Twitter users to follow
 twellow.com
 Twitter search “Who to Follow”
 Follow well known Twitter users
 Twitter lists
 Follow people that engage and influence
 Who do the industry leaders follow or RT or mention
frequently?
 Block “Adult” accounts that follow you – they can damage
credibility
 Follow back those that follow you
 Don’t auto follow everyone back
 If you follow too many people, it can be too noisy
 Follow who your network is following
 Find local users: Cincinnati Twitter List/Database

61.  Twitter Commands
 #hashtags
 @replies
 RT’s (Retweets)
 Use your account
 Who’s retweeting your content?
 Who’s mentioned you?
 Trending topics – what’s hot?
 Add Retweet Button to your blog / other content
http://tweetmeme.com/about/retweet_button

62.  Leave space at end for
retweets
 Hashtags
 #Followfriday
 Virtually attend an event
 Use of hashtags makes you
look like a fluent tweeter
 Block spammers, or report to
@spam on Twitter
 Retweet feature shows you
who Retweeted

63.  Product testing
 Create an online persona
 Be entertaining
 Respond within 24 hours
 Post links to your content
 People love lists
 Use trending keywords
 Contests, prizes are often shared
 Allow users to share
 Launch a help center

64.  Personal Page
 Builds personal brand
 Establish authority
 Business Page
 Click “Create a Google + Page” in right
sidebar
 Click Settings link to customize page
settings

65.  Send invitations
 Create circles
 Stream > Notifications
 Who’s added you to their circles. Add
back if relevant.

66.  Establish your personal brand and
your business as an authority
 Authority = strong ranking signal for
Google
 “What’s Hot” – adjust how much shows
up in your stream
 View Ripples to learn about influencers

67.  Use social media to listen and learn from
network, about market, about competition
 Authentic message
 Constant attention
 Be engaging
 Evolve

68. Allison Kulage
(513) 402-2735
allison@bareknucklestrategy.com
BareKnuckleStrategy.com
BareKnuckleStrategy.com/blog
facebook.com/BareKnuckleStrategy
Twitter @BareKnuckleMktg
linkedin.com/in/allisonkulage