SMITH Advertising, a full service marketing and advertising agency presents an integrated strategic look at how to incorporate social media into your business. Covering a wide range of topics like how to optimize your Website, SEO fundamentals, on-line consumer reviews and how to utilize social media platforms. A must see for marketers and business owners!

2. Welcome and thanks for coming!

3. Agenda Retail Sales & the Internet Your Website, How Search Works and On-line Strategy Google, Search Engines and Keyword Research On-line Reviews and Consumer Purchase Decisions Social Media Fundamentals The Right Platform For Your Brand Social Media as an Acquisition Tool How Social Media Complements Your Marketing Strategy Facebook and LinkedIn Application Strategies Including what to post how to post Social Media Lessons from Stand Up Comedians  Reputation Management Closing & Questions

4. Welcome to Web 2.0 “In the early days of the web, we used it as a tool… Today, we aren't just using the Internet as a tool… ...we are becoming a part of it.”

5. “By 2014, 53% of total retail sales (online and offline) will be affected by the Web, as consumers increasingly use the Internet to research products before purchasing.” (Forrester, March 2010) According to the US Census Bureau, the U.S. retail and food services sales as of March 2011 was $389 billion 53% of $389 billion? $206 billion will be affected by the Web

7. How your business ranks in search

8. On-line reviews (reputation management)

10. About Your Website Let’sbegin with your Website and how search works

11. About Your Website When is the last time you visited your Website? If it’s been a long time and you don’t have a reason to go back to it, it’s likely that other people won’t have a reason either! Creating fresh, relevant, engaging content on your Website that serves your guests and customers is paramount – and search engines will reward you for it. How does that work? How does fresh content help you to score in search?

12. SEO – Google Love Google relies on having the most fresh, relevant, up-to-date search because that is what makes Google profitable! “Google Sites led the U.S. search market in February 2011 with 65.4 percent market share” “The U.S. search-ad market generated $12.4 billion last year, up 16 percent from 2009, according to EMarketer Inc. in New York.” (Bloomberg: Google, Microsoft Added Internet-Search Market Share in December, Jan 13, 2011)

13. How to Speak Google

15. Hub Spot offers a great tool called websitegrader.com with a 30-day free trial– this is an awesome way to see what you need to do to up your ranking for SEO.

16. Add custom Social Media icons to the top of all your pages with a clear call to action – what do consumers/guests get by “liking” you or “following” you… ?

18. Google Adwords provides us with free tools that we can use to figure out which keywords are going to best to use for search.

19. What is Google AdWords?

20. Google AdWords is a service that lets you create and run ads for your business on Google and their advertising network -- no matter what your budget, you'll only pay when people click your ads.

23. It all begins with research!

24. Sign up for a Gmail account, then sign up for Google AdWords.

25. Just because you think people are searching for a particular word or set of words with your business, doesn’t mean that’s true.

26. Keyword research builds the foundation for everything you create and should be integrated into your communications & marketing strategy. This includes your Website & social media which are intrinsically linked.

28. Keyword Research

29. Keyword Research

30. Next, let’s talk about the power of on-line reviews and on-line discussion about your brand

31. How Social Media Plays into Consumer Buying Decision

34. Have you claimed your Google Places page for business?

35. Are you actively seeking out positive reviews from satisfied customers & guests?

36. How often are you responding to comments that have been posted?

38. Now, onto social media

40. Social Media is a two-way conversation with your customer, providing you with valuable insight and information that proactively drives results

41. Social Media allows people to connect with your business, and enables you to network with them to promote and expand your message and brand footprint

43. Social Media is Powerful! While social media definitely has a fun side that keeps us all interacting, it’s also been used for many good causes this past year. Tsunami in Japan: Many victims were able to update their loved ones who couldn’t contact them. Warnings were posted about when tsunamis could be expected to hit and relief funds were raised through Twitter and Facebook to help those affected. Protests in Tunisia and Egypt: Social media played a major role in the organization of the protests and fueled the revolutions. It also kept people around the world informed of events when the government shut down the internet and phone lines.

44. Social Media and the “Real World”

46. One of the biggest mistakes that brands can make in approaching the Web is to think that the simple act of creating an online presence—whether through a blog, a Facebook profile, or a fancy Web site—will in itself bring new business.

48. Social Media isn’t a silver bullet, get rich quick solution – it requires time and consistency.

50. How Social Media Complements Your Current Marketing Plan Think of social media marketing as a tangent to your current marketing strategy. It can help make your marketing budget work harder. Overlapping social media with mainstream marketing efforts can help to achieve more “bang for your buck.”

51. True Integration – Toy Story 3 Overview: Disney/Pixar was getting set to release Toy Story 3 in June of 2010. Goal: Integrated outreach to targeted demographics that don’t traditionally see animated feature films to increase sales. Strategy: Marketing plan included television & print ads with a heavy social media plan TV & print largely targeted families and younger children Using Facebook, college students could sign up for special 65 min. screening of the film on campuses throughout the US – the screening had a cliff hanger which whetted viewers appetites for the final release Using YouTube and movie blogs, generation X viewers were targeted with “Groovin’ with Ken” and “Lots-o’Huggin’ Bear “vintage” YouTube commercials that went viral Results: Toy Story 3 was a huge hit with critics, and with fans grossing over $1 billion dollars worldwide, making it the most successful animated film of all time. To date, the main Lotso clip has been viewed more than 1 million times on YouTube These ads immediately opened up a wave of press and blog coverage that extended far beyond the typical movie news cycle. The ads worked because it gave viewers a look into the the alternate reality of an animated film — while also acting as a genuinely cool Internet video.

52. Integration American Express "tweet stories" commerical

53. Integration Are you familiar with foursquare? Foursquare is a location-based mobile platform that makes cities easier to use and more interesting to explore. By “checking in” via a smartphone app or SMS, users share their location with friends while collecting points and virtual badges. Merchants and brands leverage the foursquare platform by utilizing a wide set of tools to obtain, engage, and retain customers and audiences. foursquare by the numbers (last updated April, 2011) Users: Over 10 million worldwide Check-ins per day: Over 3 million, with over 600 million check-ins total Businesses: Over 400,000 using the Merchant Platform (more information at foursquare.com/business)

54. Integration Starwood Points and FourSquare In May, Starwood Hotels teamed up with Foursquare for its Starwood Preferred Guest loyalty program. Once a guest links his SPG and Foursquare accounts, he can earn 250 Starpoints when he checks in to a Starwood hotel with a confirmed reservation. Guests love it because 250 SPG points can help earn a free night that usually costs around 3,000 points. Rewards have the same value all over the world and everything is taken care of on the back end, so there’s no staff training necessary. Through July 31st, mobile checkin enters a user into a contest for a resort getaway, including five free resort nights and airfare. Since Starpoints already have such a high perceived value to guests, the potential to earn more points and to win a vacation means people are happy to go through the steps of linking their Foursquare and SPG accounts. Success Metrics Since the campaign’s launch in May, SPG has “given away” nearly 10 million points. Lesson Your loyal customers are probably excited about earning loyalty points with your brand. Consider using Foursquare to offer more loyalty points — the business doesn’t lose any actual money, but they do gain an excited consumer who will likely come back again and again.

55. Social Media is Powerful! How powerful can it be for your business?

56. Social Media as an Acquisition Tool Generate exposure In a 2011 study of 3342 marketers, 88% reported increased exposure as a result of social media marketing Improved search rankings (Google, Bing, Yahoo!) 62% indicated a rise in search engine rankings Generate qualified leads 48% of small business owners saw improved sales as a direct result of their social media efforts Increase traffic to your website 72% of those surveyed saw increased traffic as a result of social media *2011 Social Media Marketing Industry Report, ©2011 Social Media Examiner

57. Facebook How do you start to generate exposure, improve your search rankings, generate leads and improve traffic to your site? Let’s talk about Facebook first. We’ll start with some fundamentals then we’ll get into some more complex things.

58. Application For most companies that are B2C, having a presence on Facebook is huge opportunity. Basically anything you can do on a website you can now do on Facebook Take a few minutes and go look at some major Fortune 500 brands and what they are using Facebook for… some of my favorites? Audi, TripAdvisor, Coca – Cola. You can customize your Facebook pages – just Google for “custom Facebook pages” tool check out Involver and Pagemodo. Remember its about adding value and serving your guests and future customers.

59. How to Create a Fan Page

61. Application The IBM Institute for Business Value, “From Social Media to Social CRM What Customers Want,” completed in 2011 surveyed more than 1,000 consumers worldwide to understand who is using social media, what sites they frequent and what drives them to engage with companies. “When asked what they do when they interact with businesses or brands via social media, consumers list “getting discounts or coupons” and “purchasing products and services” as the top two activities, respectively. They rank “reading reviews and product rankings” third, which is also often part of the purchasing process as customers research product information before deciding to transact.”

62. Custom Pages

63. Custom Pages

65. Let your current customers know you are on the various social media sites via point of sale/purchase.

66. Incentivize guests and customers to join right away via their mobile device and show you/your staff the confirmation for some kind of instant reward!

67. Text “FBOOK” with the words “fan smithadv” – you’ll get a confirmation message.

69. Your Facebook fan page (as well as Twitter and any other social sites you’re active on), should be clearly displayed.

70. Put your Facebook fan page link (and the logo) on your business cards, letterhead, brochures, print newsletters, magazine ads, products, etc..

72. The best ways to engage your audience are by asking questions in your updates.

73. Post relevant content that the audience will comment on and share.

74. We recommend a mix of your own thoughts, breaking news, useful tips, tools, resources and links from other sites in your industry and related industries, stay on topic, stay focused.

75. Add your own comments as needed to get the ball rolling. Come back and reply often to your fans’ comments – Facebook currently doesn’t have threaded commenting, so we suggest addressing specific fans in your comments as @name.

76. Multi-media (e.g. photos and video) elicit the most commenting .

77. Some Social Media Lessons From Comedians Like marketers, comedians spend their days carefully crafting messages for maximum impact. They tell stories. They build analogies of great length to make a point. They gauge reactions from their audience and adjust if needed. Engage Your Hecklers Hecklers make stand-up comedy a full contact sport. Detouring out of rehearsed material and into a conversation with a heckler is in a comic’s blood, and it should so too be part of how you use social media. Marketing Takeaway: A remarkable social media strategy is steered by someone who can go “off-script” to respond to unsatisfied customers or brand detractors. Doing so on the open and transparent forums will go miles to repair relationships, as well as increase the confidence of onlookers. .

78. Some Social Media Lessons From Comedians Use Props Who remembers Gallagher? He was a standup in the late 80’s and early 90’s who made a name for himself by smashing watermelons with sledgehammers on stage (talk about remarkable!). His use of props and fondness for liquid explosions added a dimension to his jokes, persona and performances that other comics didn’t have. Marketing Takeaway: Apply that principle to your social media strategy by including videos, pictures, surveys, and other types of dynamic content. Linking to website content is great, but text is one-dimensional and can get boring for folks following your brand on places like Facebook and Twitter. Videos and imagery of you doing what you do, will enrich and deepen their understanding of who you are. .

79. Some Social Media Lessons From Comedians Know Why They Laugh George Carlin was a philosopher for the damned. Bill Cosby satirized the nuclear family. Sam Kinnison shocked audiences with screaming serenades to ex-girlfriends. They knew what chords they struck with their audiences, and wrote and performed material with those chords in mind. Marketing Takeaway: You should likewise always keep a hand on your audiences pulse. Be cognizant of what they like – doing so will help you avoid posting content that gets crickets, as they say. Measure interactions and traffic from social media as often as you can, and use that data to inform what you share next– use analytics tools like Facebook insights and Google Analytics. .

80. Facebook Ads Facebook offers local advertisers a way to tap into their audience through micro-ad placements. These ads are sold on a CPC (cost-per-click) basis and can either send clickers to an advertiser’s webpage or to an advertiser’s Facebook fan page. The space is based on an auction system, where price will fluctuate. When people click on your ad, they will be sent directly to your Facebook fan page. The goal is to increase the number of fans, creating a pool of consumers who can be stimulated by future social media-driven offerings. .

81. Facebook Ads Target Facebook Ads to Facebook users in state during summer months. 1.5 M people in Florida Change strategy to target Northeast/Midwest during fall/winter months. .

82. Why use it? No matter what business you are in ~ its about building relationships with people. People do business with people. People do business with people they like. Let me share a few fun facts that I learned  .

84. When was the last time you google’d your name?

85. LinkedIn has more than 100 million registered users, spanning more than 200 countries and territories worldwide.The site has 21.4 million monthly unique U.S. visitors and 47.6 million globally

86. 6 degrees of “kevin bacon”

87. You can’t tell everyone everything about you the first time you meet

88. Proactively manage the info out there on you!

89. Personal and company pages .

91. Invite and link in with people that you would like to get to know better– personalize the invitation!

92. Seek out recommendations of recent clients and good past customers (“raving fans”).

93. The best way to get recommendations is to give more recommendations.

94. Actively update your status from a business perspective. What are you currently working on?

95. Comment on updates posted by others. This is a key activity. Don’t worry about what to post about yourself—instead comment on your connections’ posts and accomplishments.

96. GIVE FIRST!!!

97. Be responsive. .

98. Linked In If you want to start a group, here are some tips (from Barak HirschowitzDirector, HOSPITALIO Inc. | Hospitality Recruitment) He owns/manages many of the hospitality industry's top social network groups including Luxury Hoteliers on LinkedIn with 27,000 members. He also has over 7000 1st level connections! Start by inviting every contact you know to join the group, LinkedIn ranks groups by size for keywords. The bigger the group, the more likely you will get found. Choose keywords in your group description that are relevant to your group's purpose. LinkedIn uses these keywords to rank your site. You can search groups by keywords to see how you rank. Moderate your group, there is nothing worse than spammers trashing your group reputation. Market the group on your website. Invite members of other groups of a similar nature to join yours. .

99. Reputation Management Do not put anything online that you wouldn’t want displayed on a billboard on Interstate 75! Sign up for Google “Alerts” – its free. Monitor for your business name, your name www.google.com/alerts Make sure your business is listed in as many directories as possible – www.ubl.org is a great help! A great free tool is www.getlisted.org Consider signing up for reputation monitoring software (if you want recommendations, email me! ) .

101. Keyword research sets you up across all on-line platforms including your website, search, social media

102. Your loyal guests and future customers are a huge resource can affect future guests and customers decision to purchase, reward – recognize and incentivize them to share their positive messages

103. Integration is key to your brand’s success

104. Choose what platforms are going to be the most relevant for your target market and create engaging, relevant, fresh content that serves first. Giveaways, sweepstakes, coupons and offers go a long way..

105. Finally… Thank you for the gift of your presence and time today! We would love to stay connected with you  If you loved this presentation… here’s what we would request: The biggest complement would be a referral to someone you know that might like to utilize our services, maybe that’s you. If not, that’s okay too! The second biggest complement would be a recommendation on LinkedIn Marni Blythe Director of Social Media Marketing Mobile: 646-413-4872 Email: mblythe@smithadv.com Linked In: www.linkedin.com/in/marniblythe .