Danielle Leitch presents Social Media Bootcamp to ACEC Sr Exec Class, Fall 2012 in Boca Raton, FL.

1. SOCIAL MEDIA
BOOTCAMP
ACEC Sr. Exec Institute Class
Presented: October 13, 2012
Boca Raton, Florida

2. Danielle Leitch
Exec Vice President
MoreVisibility
dleitch@MoreVisibility.com
www.MoreVisibility.com

3. Social Is?
• NOW, Real-time
• Publicity, Branding, Awareness & PR
• Lead Generation / Raise Interest
• Informational and Educational
• Client Engagement and Communication
• Everywhere & Everyone
– Desktop, Tablet, Mobile/Smartphone
– All demographics; B-to-B and B-to-C
- Regional, local or national / global
• Content of all Types
– Video, Image, News, Blog, Text, Widget

5. ONE BILLION USERS
CHINA
CHINA
CHINA

6. Search Landscape

7. Google 2 Years Ago…
7

8. Google 2011
8

9. Present Day…
+1 in Search Results

10. Social Media, SEO &
Multimedia
 Can rank independent of website content;
Can link to website content to help it rank.
 New and noteworthy … status updates:
Twitter, Facebook, LinkedIn, etc.
 Be where your audience is.
 Create relationships directly with
customers and prospects.
 Broaden your overall content saturation.
 Don’t sacrifice quality for quantity.

11. Social Media Best Practices
• Post frequently
• Be responsive
• Mention others, share content
• Post links to news / research
• Incorporate photos and videos
• Develop content calendar, strategy and daily
management plan
• Have a plan in place for crisis management
• Determine what success will look like
• Monitor and track
11

12. Considerations
• Incredibly dynamic environment
• Intense publicity and user engagement
• Must enter with a sound strategy
• Incorporate customization and branding
• Engagement, participation, listening,
monitoring & tracking all required

14. Relevant Social Media Channels
• LinkedIn
• SlideShare
• YouTube
• Google+
• Twitter
• Facebook
• Pinterest

15. LINKEDIN

16. LinkedIn Benefits
• Manage your professional information
• Be introduced to potential partners/clients
• Create, collaborate on projects
• Gain insights from like-minded professionals
• Discover new connections / add to network
• LEARN, ENGAGE and GET CONNECTED

17. Creating Your Profile
MoreVisibility 2010
www.MoreVisibility.com

18. Account Settings - Privacy

19. Applications

20. Applications: SlideShare
(Another Social Network)

21. ~ SLIDESHARE ~
• Upload presentations publicly or privately
• Embed on blogs, websites, company intranets
• Share on Twitter, Facebook, LinkedIn
• Leadshare: generate business leads with your
presentations, documents, pdfs, videos
• Embed YouTube videos into presentations
• Use SlideShare PRO for premium features like
branded channels, analytics, ad free pages etc

22. Groups

23. Ask and Answer Questions
23

24. Research/Network Events

25. Paid Search-Social Media

26. LinkedIn
Targeting:
Target By
Demographics

27. COMPANY PAGES

28. YOU TUBE

29. Videos Are Watched
• 48 hours of video are uploaded every minute,
(nearly 8 years of content uploaded every day)
• Over 3 billion videos are viewed a day
• 150 years of YouTube video are watched every
day on Facebook and every minute more than
500 tweets contain YouTube links
• 100 million people take a social action on
YouTube (likes, shares, comments, etc) every
week
29

31. GOOGLE +

32. All About Google+
• Google’s social media platform / Facebook’s competition
• Promotes “Real-Life Sharing” on the web.
• Features include Circles, Hangouts, Games and Search.
• A personal Google account/ profile is required to set-
up a Google+ page for a business.
• Referred to as G+, Google+ and Google Plus

33. Not to be confused with
“+1”
Google’s +1 Button
• “Liking” a search result / website
• Displayed when users are signed in
to a Google profile or account
• Visible on Paid (SEM) & Organic
(SEO) results
• Factored into algorithm ??

35. Manage Page

36. Page Administrator (s)

37. TWITTER

38. SAY IT IN 140 or LESS

40. Opportunities
• Leverage hashtags (#) in your tweets to
reach wider audience on specific subjects
or categories related to tweet
• Coordinate or participate in Twitterchats to
engage the community; more visibility
• Advertising options include:
Promoted Accounts or Promoted Tweets

41. Hootsuite Scheduling

42. FACEBOOK

43. Largest social media channel available
No website needed
Fully customizable to your audience
Integrates all other channels and forms of social
media in one location
Online reporting and unique URL available for all
business pages (Need minimum of 25 “likes”)

45. Facebook Insights
• Review individual post
impressions and
feedback
• Fan growth and
demographics
• Tab Views
• External referrers to
page
• Monthly active users
• The ability to export
data from the
dashboard using the
'Export' button
MoreVisibility 2012 45
www.MoreVisibility.com

46. PINTEREST

47. Uses of the Channel
• Share with your audience pictures and
images of interest to your organization by
“pinning” them to your company board
• Make comments and allow people’s
feedback.

48. VISUAL, VISUAL, VISUAL

49. Tracking
Progress & Success

50. Ideas for Measurement
• Web Analytics
– Referring traffic to your website from channels
• Direct from your content and account
• By way of others sharing /posting content
• Channel Stats
– Followers, Subscribers, Likes to page/channel account
– Engagement with company within channel
– Content Sharing and commenting
• In-platform analytics data
– Facebook Insights
– LinkedIn Insights
– Twitter

51. Social Channel Referring Visits

52. Social Engagement

53. SUMMARY
• Develop a strategy that is sound to your
business and reasonable to maintain
• Create content that’s of interest and unique
• Establish a content calendar and brand
guidelines/messaging for use within SM
• Interact with the community, offer value
• Leverage the community – great resources
• Track and measure response/engagement