1.
BEST STRATEGIES FOR CREATING YOUR ONLINE PRESENCE
LINKEDIN, PINTEREST, AND INSTAGRAM
SAN FRANCISCO, CA
6/4/15
presented by Robin Frank

2.
Yours Truly
Social Media
I work with
companies large and
small to help them
build and tune-up
an engaging online
presence.
I’m known as a
dynamic speaker
and speak regularly
at national
conferences,
companies, and
events.
Personal Branding
I help individuals in
many fields create
powerful personal
brands.
My personal branding
strategy is featured in
the recent book
“Digital Marketing”
written by Larry Weber
and endorsed by Reid
Hoffman (Chairman,
Founder/LinkedIn) and
John Donahoe
(CEO/eBay).
Reboot Camp
Innovative program to
help Moms confidently
re-enter the workforce
after a break.
Six inspiring and
pragmatic sessions
cover topics from
networking and
interview skills to social
media and personal
branding, plus two
hours of one-on-one
coaching.
Mom
Twin 8 Yr old boys
Live in Mill Valley

3.
Today’s Workshop
• A great online presence
• LinkedIn
• Pinterest
• Instagram

4.
Where Does Your Audience Hang Out?
• Consolidate you social strategy
▫ Each platform has its goals and
messages
▫ Your brand is consistent between
platforms
▫ All platforms work together to
establish strong relationships with
your audiences/communities
▫ Inspire loyalty and get people to
tune in

5.
MED: Minimum Effective Dose (Tim Ferris)
• Maintain a regular social media presence without getting
sidetracked or overwhelmed
• Varies – find your recipe and stick to it
▫ Daily - posts on 1-3 platforms + interact with
audiences/blogs/influencers you want to build relationships with.
Pins/Instagram can be 10-20. Piggyback on current events
▫ Weekly – status update on what you are working on and/or blog
post
▫ Monthly – blog post, video, listening - look for missed
opportunities and re-evaluate hashtags
• Monitor -1-2 metrics
▫ Size of your networks, shares of your content or info, referrals,
views

6.
Let’s Dive In!

7.
LinkedIn is Networking Nirvana

8.
LinkedIn is a Major Traffic Driver

9.
Just How Important is Your LinkedIn Profile?

10.
It’s a No-Brainer
• Update your profile
▫ Keeps you top of mind with your friends and connections
▫ Particularly if you post updates as well
10

11.
Customize Your Profile URL
• While on your LinkedIn profile page, your URL has some strange
characters and looks funny - this is not the URL you want to share
• Click the Edit icon next to the URL link under your profile photo
• First come/first serve
• Use it below your email signature, blog, business card, etc.

12.
Use a Good Image
• Your photo sends a strong
message of who you are
• Use a head shot with a clean
background, a smile and a clear
view of your eyes
• Best photo is a smiling face and a
little bit of your shoulders
• Make sure it isn’t blurry, or
grainy

13.
Not this

14.
But This!

15.
Optimize Your Headline
• Most people only look at your picture and headline
• Craft a compelling headline, even if you are not employed

16.
Your Headline = Search Keywords
• You have 120 characters to play with – maximize it
▫ Keywords used by ideal clients to search for what you offer
 Look at others in your industry
 Use Google Adwords Keyword Planner
 3 keywords that represent your job history and ideal job
▫ Use "Show examples”

17.
Skills/expertise
• Others endorse you for skills - and it shows up below your work
experience on your profile
• You can add, remove,and reorganize skills

18.
Your LinkedIn Summary
• Similar to an Objective on a resume
• NEVER be dry and dull
▫ It’s a first impression
▫ Project some personality
• Reflect your professional brand
▫ Why you got into your industry
▫ What you love about it/why you do what you do!
▫ What kind of professional you are
• Beware of buzzwords
▫ Banish the beige word speak

19.
Beef Up Your Summary Section
• Contact info first (or easy
to find)
• Use first tense - I was….
• 3-5 paragraphs - bullets in
the middle
• Walk through your work
passions, key skills, unique
qualifications, and
industries

20.
Business Operations I Strategic Planning I
Digital Marketing I HR Program Management

21.
recommendations
• 10x increase of your ranking
• Add a personal message when
you ask for a recommendation
• Be strategic - your recos should
emphasize different talents and
aspects of your skills
• You can choose to hide/display
any recommendation
Recommendations

22.
Be Strategic About Recommendations
• Look at jobs you want - map your skills to those required by the job and strategize
• Which of your managers can speak to each skill?
• Ask each person to discuss three skills - and provide those
• Ask them to include: How long they’ve worked with you, background on how they
know you, description of the three skills you asked them to discuss, and at least
one specific success example
• Offer to write it for their review
• Find people similar to you and look for recommendations you find compelling

23.
Get Noticed By Your Network
• Update your status
• Like, comment and share
your connections’ status
updates
• Make a change in your
profile (add a new skill)
• Write a recommendation
• Get recommended (ask)
• Endorse someone’s skills
• Join a group
• Follow new company
• Follow new thought
leader
• Make a new connection

24.
PINTEREST

25.
Make Your Website Pinterest Friendly
• One-click follow or repin
options - widget
• Add buttons to your
images on WordPress,
Tumblr, Blogger and Wix.
You can even add the
widget to your iOS and
Android apps.
• Add Pin it to all of your
images
• Keep track of which
images are pinned most—
it’s a good gauge of which
ones are most attractive
to your audience

26.
Brands that adopt the Pin It button
See Greater Image Distribution
• Three months after Allrecipes added the Pin It button, more
than 50,000 recipes were shared to Pinterest - and continues to
rise
• This is purely earned media—a critical driver of brand awareness

27.
Write Pre-populated Pin
Descriptions
• Make it seamless - provide a
relevant description so the user
doesn’t have to
• If there is no text/uninspiring text
- the user does one of two things
• Pins the image with the lame
description (which hurts the
chances of repins and
subsequent click-through
traffic)
• Writes their own description
(which may not include a brand
or product mention)
• Great copy combined with great
images not only increases repins,
but also click-throughs to your site

28.
Watch What Pinners Do
• How are users talking about
your product? Which
keywords are they using?
How do those fit with your
brand, product or content?
• These insights can help you
make more educated
marketing decisions and
drive engagement on your
website
• For instance, let’s say one
of your products is
frequently described using
the term “gift” - then start
using “gift” in your content
and pin descriptions

29.
Creating Boards
• Titles
• Use keywords in your title - since Pinterest has fantastic
search capabilities
• Category
• Make sure that you select a category for each board to help
people find them and for Pinterest to recommend your board
as well
• Description
• Use keywords in your description and keep in mind that
people can tweet your pins - so keep it short, interesting, and
relevant
• Images
• Create vertical images to maximize real estate
• 735 pixels by 1102 pixels

30.
Quick Tips for Pinterest
• Approach Pinterest Like a Search Engine
• Pinterest is replacing Google as a search engine for a lot of people
• Strategically name your image files and choose text for your board and pin
descriptions to attract those ideal customers
• Interact with those who are repinning, favoriting and commenting on your content
• Keep an eye on your notifications and reach out
• Use Secret Boards to save pins for later or save ideas

31.
How to Pin a Graphic
• Add your custom Pinterest image with your
branding and website on it
• Add 100 – 200 words of text to describe your pin
using relevant keywords
• Add a link to your blog article or home page in
the description
• Edit the pin to add the link in the source

32.
Pinterest Marketing
• Build relevant links back to your website or blog
• Use links in two places - the description and the
source for the pin
• Embed pins on your blog
• Great way to get more repins
• You can create an embed code on the Pinterest
site.
• Share your pins and boards on other social media
channels
• See what pins are popular and re-share them on
other Pinterest boards or on social networks
• Tweet your pins and share them on your other
social networks where they are relevant
• Use a “Pinterest for business” account for analytics
• Have a pinnable image on every post that you
publish
• Create a bigger image of 735 x 1102 to pin, then
share the pin with the blog link

33.
Build Authority on Your Topic
• Curate boards with great
relevant content
• Build interest with a tips board
• Joan Stewart, of the Publicity
Hound blog, built a beautiful,
rich board called 50 Tips for
Free Publicity
• She created a series of
coordinating pins with the
same branding and shared
her knowledge of publicity
• How could you do that?

34.
Create Collaborative Boards
• Join collaborative boards
• Can help you reach a new
group of pinners and have
your pins be seen by more
people
• Be careful which boards you
join because all the pins will
show on your Pinterest
presence as well
• You can only select the
cover photo if you are the
owner of the group board

35.
Look at the Big Guys
• http://smallbiztrends.com/2014/11/brand-strategies-on-pinterest.html
35
http://smallbiztrends.com/2014/11/brand-strategies-on-pinterest.html

36.
Show Pins to Newsletter Readers
• Include a few of your best
Pinterest pins in your weekly
newsletter or your regular
email
• Include a screenshot of your
Pinterest Pin(s) in your
newsletter
• Place a clickable link on the
image that links to the
Pinterest Pin that takes
them to that pin on your
board - and they can browse
from there
• Use “pin this” as a CTA

37.
Find Popular Group Boards
• Using Pinterest group boards is an excellent way to reach more people to get repins,
followers and traffic
• There is no search feature on Pinterest for this
• Use PinGroupies and search with the repins option as the more repins the board gets
the more engaging it is
• You can also search for a board with a specific title or description

38.
Promote Your Presence
• Tweet about Pinterest 2-3
times a week
• Post on Facebook once a week
to once every two weeks
• Send an email mentioning
Pinterest and feature a
Pinterest profile widget at
least once a month
• Add a (free) Pinterest app to
your Facebook account
• Optimize your website with a
profile widget, ‘follow us’
buttons, and ‘pin it’ buttons
on your images

39.
Drive Traffic With Blog Boards
• A blog board is a place for your
followers to find all your blog
posts
• Followers also automatically see
any new blogs you pin on their
homepage
• Make sure you name your board
using relevant keywords, so it’s
easy for followers to find in
search engine results
• After you publish a blog post on
your site, pin it onto your board
• Make sure to include a brief
summary of the article, a
relevant high-quality image and
a link back to the blog post itself

40.
Track Pins from Competitor
Domains
• Probably desirable pinners of your
content too
• Pinalerts lets you set alerts for when
items are pinned from any domain –
like your competitors’ websites
• In the following example there are 2
items pinned from Jeff Bullas’s
website and they’re pinned to 2
boards
• Now you can check out the number
of pins, boards and followers each
pinner has
• If they’re pinning relevant content
from one or more of your
competitors and they’re reasonably
active with a good following, start
following them - you have a good
chance they will follow you back and
start to pin your content

41.
Let Others Bookmark Your Content
• Publish a blog post, then pin
an image from the article to
a board
• Copy the url of the pin
• Use that same image for a
post on your Google+ page
• In your Google+ post,
include both a link to the
blog post for those who
have the time to read the
article then and there, and
a ‘Pin it for later’ link back
to the pin in your Google+
post. I’ve found that this
works best if included at
the bottom of the Google+
post.

42.
Pinterest Analytics
• To gain access to your
Pinterest account’s
analytics, verify your
website and then from
the Settings menu
• Toggle data between
any time interval of
your choosing from the
calendar or quickly sort
through to activity from
yesterday, 7 days or 14
days
• Look at top pin
impressions, repins,
and clicks

43.
Top Pins
• Pins Created From
Your Website’s
Content
• This lets you know
the daily average
number of pins from
your website
• Helps you determine
interest and
engagement of your
website content

44.
Percentage Change
• Pay attention to a rise or
fall in pins generated from
your website
• Look for the correlation to
visual content added to your
site, and look for similar
content in the future to
encourage more pins
• If you’ve seen a fall in pins
- the reverse is true
• Give newly added content
two weeks to begin to gain
traction on Pinterest before
reviewing your analytics

45.
Repins From Your Website
• Keep an eye on the Repin metric and compare it to the Pin metric to
understand how your visuals are resonating
• The number of repins helps you understand whether your visual
content is resonating with pinners who originally pinned your content
• Repins give your content the chance to be seen by users not following
you who could potentially share your content or follow your boards

46.
Pin to Repin Metric
• Comparing the Pin metric to the
Repin metric can be extremely
helpful in determining whether
the visual content on your
website is not only of interest to
your existing customers and
website visitors, but to new
broader audiences that may not
have heard of your business and
offering
• The indicator of success is getting
those images repinned onto more
boards to grow your audience
with new followers and potential
customers.
46

47.
Reach
• The daily average number of
people who saw your pins on
Pinterest
• Get a better understanding of the
true influence of your recent pins
and repins
• It’s more valuable, in terms of
getting more exposure, if someone
who’s pinning or repinning your
content has 400,000 followers as
opposed to 40.
• How large an audience your
content reached for both branding
purposes and as a comparison to
how much traffic your content did
or didn’t drive to your website

48.
INSTAGRAM
THE GRAM

49.
Instagram is Now More Gender
Balanced
• Instagram has edged out Facebook and Twitter
in terms of prestige among young users
• Growth has made it less female-centric - in the
US men now account for about half of
Instagram's users
• Instagram has over 200 million users, just
behind Twitter, with younger users driving
uptake
• The app has reached the youth tipping-point -
more than half of American 12- to 24-year-olds
said they had an account on Instagram in early
2014...

50.
How to Create an Instagram Bio
That Draws in Followers
• Name
• Your name and username are the only fields that Instagram considers in search queries
• So if there’s a keyword or niche that you want to be able to be searched for, including
this in your name will increase your chances of being found
• Tell Them What You Do
• Explain what makes you unique, what you can do for them, and what you share on
Instagram
• Make It Interesting
• Instagram is about having fun- and your bio should reflect that fun side of your
personality
• Use humor, make people laugh, know your audience
• Draw people in and make them want to follow you - this is your sales pitch
• Use Keywords
• Keywords aren’t used on Instagram in the same way that they are on other sites
• Hashtags work well and are easily searched on Instagram - but hashtags in your bio
aren’t clickable and won’t show up in search results
• Use keywords that target your audience and niche to help users better understand who
you are and what you have to offer

51.
More on Your ‘Gram Bio
• Customize It
• Your Instagram bio shouldn’t be exactly the same as your
Facebook, Twitter, LinkedIn, or Google+ profile bios
• Your Instagram bio can have some similarities and keep
the branding content that you use on other sites, but it
shouldn’t be a direct replica
• Craft a customized bio that represents your brand and
personality but that fits within the Instagram format and
culture
• Space It Out
• Instagram allows you to space out your bio vertically- this
will space out your content and make it more legible

52.
7 Ways to Generate Traffic
1.Use the link in your bio to send Instagram followers to the most ideal location. This can be a blog page,
a home page, a product page, or a lead/landing page. To accurately track clicks, I also recommend you
use a custom link (from bit.ly or other services). You need to direct people to this link in your bio in order
to really drive traffic – use calls-to-action in your post captions inviting people to click on the link in your
bio
2.Use appealing images. They should show your products in an “atmosphere” not just as stand alone items.
Use a variety of images (behind the scenes, tips and advice, promotions and discounts, celebrations, etc.)
3.Use creative videos. Show the real side of your business - use how-to videos, answer frequently asked
questions, offer greetings, show celebrations, or use blooper reels even
4.Use hashtags to generate exposure and get more engagement. Find hashtags relevant to your business
or industry. Don’t use too many – I recommend 5-10 per post, and mix in a variety of popular hashtags as
well as less popular hashtags
5.Exclusive content. Share images and videos that followers can only see on Instagram. Offer Instagram
exclusive promotions and discounts.
6.Be active and engaging. Like and comment on a lot of other people’s posts. Share content regularly to
show your commitment to your audience. When people respond to or comment on your posts, make sure
you are engaging with and responding to them. Make sure to @mention them so they see your response.
To increase engagement, ask questions and invite conversation through your image captions. Follow
people - if you have thousands of followers but only follow 10 people, you don’t look very social.
7.Have a strategy! Just like every other social media site, if you don’t have a strategy on Instagram, you
won’t successfully drive traffic, nor will you see much success. You need to know who your audience is,
why they’re on Instagram, and why you’re on Instagram. Then figure out what you want to post and when
you’re going to post. Use analytics (more on that later)

53.
5 Ways to Improve Your Instagram
Marketing

54.
Add a Link to Your Instagram
Profile
• The only place where you can put a
clickable link on Instagram is in your profile,
below your bio description
• If you’re going to see any success with
Instagram, you must use this link effectively
• The most important thing to link to is your
website URL - but could be your blog page,
your product page, a custom landing page, a
lead generation page too
• Want people to go to a specific product
page for two weeks and then change it to a
new product page after that? Just change
the link. If you’re running a contest and
want people to opt in or register on your
website, make this page the link in your
Instagram profile. Then change it back to
your default page when the contest is over.

55.
Track Traffic From Instagram
• Google Analytics won’t recognize mobile
traffic that comes from Instagram. It has
to do with the process of having to select
a browser when navigating away from
Instagram. Therefore, when someone
clicks on the link in your Instagram bio,
Google Analytics records the traffic as
direct, not a referral from Instagram.
• This can cause confusion when you check
analytics
• The best fix is to use a trackable link in
your Instagram profile. Instead of listing
the full URL, get a Bit.ly or goo.gl link
that allows you to track clicks. Use a
trackable link for each of your Instagram
URLs - so you know how much traffic
each link is driving to your website

56.
Showcase Products and Services
• Tell your business story through images
and videos
• Put your products and services in context
so your audience connects with them
• An image of a new necklace on a
counter doesn’t convey the same
feeling as a photo of someone wearing
that same necklace with a
coordinated, styled outfit
• Take it a step further: put that person
in an environment, such as at a party,
with family, in a park or all of the
above
• Michael Kors does an excellent job of
showcasing their products in a familiar
environment with someone wearing them

57.
Share UGC/Non-Product Photos
• If customers post photos with
your products, share them as
user-generated content (UGC)
• A reposting app will allow you
to give the original user credit,
while showing your audience
how others enjoy your product
• Photo Repost, Repost,
Iconosquare

58.
If You Don’t Sell a Product/Service
• Companies that don’t have
tangible products to sell can
still use Instagram to
showcase their services
• Take photos and videos of
key employees, customer
interactions or other related
actions such as navigating
your website.
58

59.
Before/After Photos
• If you travel for work, visit
different branches of your
company or even interact with
people around town, and take
photos of real-life encounters
to showcase who you are
• Ask questions of the locals to
increase engagement too.

60.
Use Text Overlays on Images
• Another way to add pizzazz to
your Instagram photos is to put a
text overlay on your image - you
can use this to share tips,
promote a sale or brand a pic
• Use a desktop tool like Photoshop
or PowerPoint or a website like
Canva or PicMonkey to create
text overlays on your images
• Use the text overlay to list the
price or options for a product,
advertise a sale or limited-time
offer or promote an event

61.
Use Clear Calls to Action in Post
Captions
• Use the post caption to enhance your post and
convey a clear message to your audience
• Make sure your CTA sure it’s clear and of value
to your followers - the simpler the action, the
better the results
• No matter how many subsequent comments are
added, the original caption will always remain
complete and visible beneath the post
• While you’re allowed up to 2,200 characters in
your Instagram caption, 200 to 300 characters is
usually ideal
• If you want people to visit your website, ask
them to “Click on the link in the bio” or write
some other message requesting they navigate to
your profile to access the direct link
• If you want people to call, email or visit your
store, make that request clear in the message.
• Also, engage your audience with incentives in
your post caption call to action. For example,
Nordstrom did a “Like it to lower the price”
campaign. For every 10,000 likes they’d lower
the price 10%, up to 30% off.

62.
Add Hashtags
• Relevant hashtags on your Instagram posts will help
increase your reach, engagement and overall
visibility
• Add hashtags that are related to your business, your
post and your target audience. (Avoid popular
hashtags or completely unrelated descriptions in an
attempt to get on a popular search; these will not
help your brand.)
• Try to use 10 to 15 hashtags per post - you can use
up to 30 hashtags per post, but there’s rarely a
situation where that many are needed.
• Mix highly popular hashtags (those with hundreds of
thousands or more images), moderately popular
hashtags (those with thousands of images), less
popular (those with fewer than 1,000 images) and
your own custom hashtags
• When you incorporate your own custom hashtags,
you create a virtual gallery of all of your content -
when someone searches that hashtag, they’ll find all
of your Instagram posts

63.
Share an Instagram Photo to
Another Site After Uploading
• You probably know that you can share your Instagram post
to Facebook or Twitter at the same you upload it to
Instagram
• You can also go back and share an Instagram post after
you’ve already uploaded it.
• Find the Instagram post in your gallery that you want to
share. Click on the three-dot button at the bottom of the
post and select “Share”. The photo and caption will appear
as how it will be shared. The original Instagram caption is
listed. If you want to edit the caption to say something else,
you can edit it here.
• Choose the account to share the post to and proceed with
the sharing process

64.
Instagram Analytics
• Iconosquare
• Free platform to use and the only setup required is connecting your Instagram account
• Your analytics are updated daily so that you can easily keep track of your information
• You can even set up email notifications to receive an alert every time your Instagram
analytics are updated.

65.
Analytics on Iconosquare
• You can see how many followers you have, how many people you are following,
and the total number of likes and comments you’ve received
• You can see a graph of how your community is growing broken down into three
categories: Followers You Don’t Follow Back, Reciprocal relationships, and
Followings Who Don’t Follow You Back
• Ideally, you want to have a lot of reciprocal relationships and you want to
minimize the number who don’t follow you back. We all have plenty of people
(celebrities, businesses, etc) who we follow and who don’t follow us back. But
if your goal is to foster relationships and build a community on Instagram, you
want to connect with people who have an interest in you as well.
• You can see all the people in a category - this is an easy way to go through and
manage your connections, whether to follow someone new or to unfollow
someone
• You can also see your week’s newest followers and your lost followers
• At the bottom of the page you can see the people you follow who you are most
active with and how many of your “likes” given were to those you follow or not

66.
Optimize Your Posts
• To determine how your posts are performing or how you can improve them, click on the “Optimization” tab on
the left menu.
• Here you can see when your audience is most actively engaging with your posts, the average lifespan of your
posts, and what hashtags you’re actively using compared with the most popular hashtags on Instagram.
• Use the Best Times To Post graph Your posts times and frequency are represented by black circles outside the
graph. Your audience’s engagement is represented by grey circles inside the graph. The larger the circle, the
more frequently that time is active
66

67.
Post Engagement
• Click on the “Engagement” tab on the left menu to see your monthly
levels of engagement.
• You can see how many total likes your posts receive every month
and the average number of likes you receive per post
• You can also see you most liked photos of all time
• You can see how many total comments your posts receive every
month and the average number of comments you receive per post.
• You can see your most commented posts ever
• If you want to boost your level of engagement with comments try
different methods: including CTAs on the image itself, asking
questions in your post caption, polling your audience for answers,
and other methods
• To see your most engaged followers every month, look at the “Rolling
Month Analysis” to find the list of your 10 most engaged followers
67

68.
Expert Help
• Branding
• Social Media
• Online Marketing
• Promotions
• Content Strategy
• Websites/ Optimization
• Speaking
• Reboot/Return to Work
robeenf@gmail.com
robeenf.com
GoRebootCamp.com
415 717 7906