Creating a Social Media Marketing Plan
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Creating a Social Media PlanFind out if Social Media is right for your organization
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Who is Colleen Wright?
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• Digital Marketing Instructor for Five Years through Search Engine Academy Northwest
• Online Marketer Since 1997
• Graduate of Portland State University
– Marketing
– Advertising Management
• Digital Marketing Consultant that has increased revenue for many businesses small and large over the years
• Business Advisor for the Small Business Development Center at PCC
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What’s on the Agenda Tonight…1.What is Social Media Marketing?
2.Why should businesses engage in Social Media?
3.Types of Social Media Sites
4.Creating a Social Media Plan
5.What to share on Social Media
6.Tips to help you with Social Media
7.Social Media Optimization
8.A Quick review of:
a. Linked In
b. Facebook
c. Twitter
9.Q&A
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What is Social Media Marketing?
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What Is Social Media Marketing?
From Wikipedia:
Social media marketing refers to the process of
gaining website traffic or attention through
social media sites.[1][2]
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What Is Social Media Marketing?
From Wikipedia:
Social media marketing programs
usually center on efforts to create
content that attracts attention and
encourages readers to share it with
their social networks.
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What Is Social Media Marketing?
From Wikipedia:
A corporate message spreads from user to user and presumably resonates because it appears to come from a trusted, third-party source, as opposed to the brand or company itself.
Hence, this form of marketing is driven by word-of-mouth, meaning it results in earned media rather than paid media.
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What Is Social Media Marketing?
From Wikipedia:
Social media has become a platform that is easily accessible to anyone with internet access.
Increased communication for organizations fosters brand awareness and often, improved customer service.
Additionally, social media serves as a relatively inexpensive platform for organizations to implement marketing campaigns.
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Why Do Social Media Marketing?
•Elevate your business as an industry expert
•Generate traffic
•Create conversations
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Stats on Social Media Marketing
Every MINUTE of every day:
•100,000 tweets are sent
•684,478 pieces of content are shared on Facebook
•2 million search queries are made on Google
•48 hours of video are uploaded to YouTube
•47,000 apps are downloaded from the App Store
•3,600 photos are shared on Instagram
•571 websites are created
•$272,000 is spent by consumers online (source: AllTwitter, http://thesocialskinny.com/216-social-media-and-internet-statistics-september-2012/)
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Stats on Facebook
• One billion monthly active users as of October 2012.
• Approximately 81% of our monthly active users are outside the U.S. and Canada.
• 552 million daily active users on average in June 2012.
• 600 million monthly active users who used Facebook mobile products in September 2012.
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http://newsroom.fb.com/content/default.aspx?NewsAreaId=22
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Twitter turned 6 in March 2012 and has: • 140 million active users
• 340 million tweets each day (up from 50mm in 2010)
• 6.9 million active mobile users
Source: http://www.globalpost.com/dispatch/news/regions/americas/united-states/120930/instagram-twitter-mobile-usershttp://business.twitter.com/en/basics/what-is-twitter/
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Stats on Twitter
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Stats on LinkedInABOUT
LINKEDINMEMBERS WORLDWIDE
164 MILLION*
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http://www.slideshare.net/amover/linkedin-demographics-statistics-jan-2012
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Stats on LinkedIn
MEMBERS DISTRIBUTION BY AREA
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Source: LinkedIn Ad PlatformData comes from the LinkedIn Estimated Target Audience
Estimated Target Audience is an approximation of total member registrations.
Compiled: January 2012
Compiled by:Amodiovalerio Verde
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Stats on Pinterest
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http://infographicjournal.com/pinterestingly-enough/
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Stats on Pinterest
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http://infographicjournal.com/pinterestingly-enough/
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• Over 800 million unique users visit each month
• Over 4 billion hours of video are watched each month on YouTube
• In 2011, YouTube had more than 1 trillion views or around 140 views for every person on Earth
• Traffic from mobile devices tripled in 2011
Stats on YouTube
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http://www.youtube.com/t/press_statistics
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• More than 20% of global YouTube views come from mobile devices
• 500 years of YouTube video are watched every day on Facebook, and over 700 YouTube videos are shared on Twitter each minute
• 100 million people take a social action on YouTube (likes, shares, comments, etc) every week
Stats on YouTube
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http://www.youtube.com/t/press_statistics
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Why Engage in Social Media?
Social media enables you to:• Share your expertise and
knowledge
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http://marketing.about.com/od/internetmarketingstrategy/a/b2bsocialmedia.htm
• Tap into the wisdom of your consumers
• Enables customers to help customers
• Engages prospects through customer evangelism
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Why You Should NOT Do Social Media• Generate sales
• Generate a list of prospects
• Generate phone calls or contact inquiries
• Measure ROI– David Meerman Scott’s “rant” on ROI:
http://www.ribeeziemedia.com/wp-content/uploads/2010/01/DMScott_Interview4.mp3
• You want to create a “viral” campaign– It probably won’t work
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Types of Social Media Sites
Social “bookmarking” sites such as:
These sites have their own communities and governments” and basically run themselves.
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Identity-based sites are based on who you are and the type of business you’re in and are based on connecting with networks of friends, associates and contacts you know.
Types of Social Media Sites
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Your own personal Blog is an identity-based social media site if you open up comments.
Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups – think about how long newsgroups have been around)
Types of Social Media Sites
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Micro-Blogging sites, such as:
Types of Social Media Sites
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5. Pinning Sites, such as:
6. Video Sites, such as:
Types of Social Media Sites
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Creating a Social Media Marketing Plan
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Creating a Social Media Plan
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If you enter into social media marketing without a plan,
You Will Fail.
Period.
http://outspokenmedia.com/social-media/social-media-planning/
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Creating a Social Media Plan
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Creating a Social Media Plan
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Understand your audience:
1. Who is your target market?2. What does your target market need?
(Describe their needs NOT what you offer)3. What are your customer’s pain points?
(List all of your customer’s pain points)4. What emotions are evoked by their big pain?5. What do you do? (How do you solve your customer’s
problems?)6. Who are your competitors?7. What differentiates your company from the competition?
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Once you have researched your audience and the competition, the next step is to:
Create your online brand!
then
Secure your online brand!
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Secure your online brand http://knowem.com/
Creating a Social Media Plan
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Determine how you will measure your success
Blog comments ?
Conversions ?
Links ?
Twitter talk ?
Better brand recognition ?
Creating a Social Media Plan
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Creating a Social Media Plan
Understand your customers;hang out where they hang out.
Are they on:
Why follow your customers?
You want to know what your customers want and place yourself ahead of the competition
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Rules RegardingSocial Media Marketing
1. Must be 100% free: No strings attached
2. Sales is NOT the goal:Consumers of content are not in “buy” mode
3. Make it easy to spread the word:You want others to disseminate your information free and freely
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Social Media Marketing
Some common ways of sharing:
Authoritative information
Entertainment
Humor
Controversy(Wikipedia)http://en.wikipedia.org/wiki/Social_media_marketing
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Social Media Marketing
Authoritative Information
http://www.youtube.com/watch?v=v5K5H7SM4cw
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Social Media Marketing
Entertainment
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Social Media Marketing
Humor
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Social Media Marketing
Controversy
http://agmetalminer.com/2011/08/01/why-steel-producers-need-pay-attention-downstream-imports/
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4. Deliver what you promise:Don’t try to fake people out – you’ll be buried very quickly
5. Don’t expect an ROI:It’s nearly impossible to tie social media back to sales or other dollar measurements
Rules RegardingSocial Media Marketing
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Be committed: Research and solicit a relevant
audience.
Design a plan: Schedule start dates, goals
and benchmark the plan’s progress.
Tips for Social Media Marketing
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Plan a “friending” strategy:
• Publish a badge—or an icon—that allows customers to share your website on their LinkedIn, Facebook and Twitter pages.
• Place links to your social media
pages in your email signature.
Tips for Social Media Marketing
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Have a “crisis” communication plan: Be prepared for negative comments and know in advance how you will respond.
Monitor with:
Google Alerts and socialmention.com
Tips for Social Media Marketing
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http://www.google.com/alertshttp://socialmention.com/
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Be proactive:
Monitor daily
and produce
daily updates
that give
followers a
unique insight
of your
business.
Tips for Social Media Marketing
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Be proactive:
Encourage
interactivity and
discussion.
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Tips for Social Media Marketing
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Personalize:
Social media
pages should
not be overtly
commercial.
Tips for Social Media Marketing
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Personalize:
Consider
consumers’
interests and
provide
entertainment
value to keep
them coming
back.
Tips for Social Media Marketing
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Integrate all marketing efforts: Publish all messages to every marketing vehicle:
1. Social Media2. Newsletters3. Web Sites4. Public Relations 5. Advertising
and be certain they are consistent.
Tips for Social Media Marketing
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Integrate all marketing efforts:
Create external links to post on social media
pages that direct the fan to your published
press, advertisements, commercials, etc.
Source: Howard Schaffer Media Marketing
Tips for Social Media Marketing
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Social
Media
Optimization
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Social Media Optimization (SMO)
• Social Media Optimization is defined
by Wikipedia as the way to optimize
Web sites/pages so they’re more
easily connected to social media
sites.
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Social Media Optimization (SMO)
“Rules to guide your thinking” in optimizing your site/page so it’s more easily connected to social media (SM) sites:
• Increase your linkability (write and share content to which people will want to link or share)
• Make tagging easy (include tags as well as links to the SM sites)see: http://en.wikipedia.org/wiki/Tag_(metadata) example:http://mashable.com/2010/05/10/organize-twitter-profile/
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Social Media Optimization (SMO)
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Social Media Optimization (SMO)
• Reward inbound links (link back to people who link to you)
• Help your content travel (include a bio, mention your content to others)
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Social Media Optimization (SMO)
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Social Media Optimization (SMO)
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Widgets and Badges
Social Media Optimization (SMO)
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Social Media Optimization (SMO) Widgets and Badges
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Links to Widgets and Badges
FaceBookhttp://www.facebook.com/badges/
Twitterhttp://twitter.com/goodies/widgets
LinkedInhttp://www.linkedin.com/profile?promoteProfile=&trk=mypro_badges
Pinterest http://pinterest.com/about/goodies/
Social Media Optimization (SMO)
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Working in
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Maximizing a Business PageGo to: http://www.facebook.com/pages/create.php
to create a page
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Maximizing a Business Page
Click the “Edit Button” to edit your page
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Maximizing a Business Page
Set up email notifications so you can be super responsive to fans of your page
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Maximizing a Business Page
Set up your mobile device to respond quickly
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Maximizing a Business Page
Add the Facebook App to your phone and iPad
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Maximizing a Business Page
Set permissions for your page.
DO NOT publish page until complete.
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Maximizing a Business Page
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Social Media Marketing
Ways to market a business on FaceBook
• Create a Cause• Develop a Group• Post Videos, Photos and Links• Design a quiz• Post your Events• Create a Business Page• Run a Facebook Ad• Promote a Post
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Working in
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Optimizing your Profile
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Click on “Profile”
Enhancing your LinkedIn Profile
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Click on the “Edit Profile” link
Enhancing your LinkedIn Profile
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Enhancing your LinkedIn Profile
The goal is to get your profile to 100% completeness
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Enhancing your LinkedIn ProfileClick on [edit] to add summary,
cannot use HTML when developing
summary
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Enhancing your LinkedIn Profile
Add as many skills as are
applicable so people can
find you appropriately in a search
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Enhancing your LinkedIn Profile
Add Sections is Located just above your Summary
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Enhancing your LinkedIn Profile
Click on the “Edit” link next your name and fill in the
information, then Click on the
“Save Changes” button
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Enhancing your LinkedIn Profile
Add your Websites by
clicking on [edit]
Choose “Other” in the drop down box so you can name
your websites using keywords to help people find what
you do.
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Manage and Request Recommendations
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Recommendations
Manage recommendations
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Recommendations
Get Recommended,
Click on the “Recommendation”
Link
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Recommendations
Get Recommended, Click on the “Ask
for a recommendation”
Link or…
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Recommendations
Get Recommended, Click on the “Request Recommendations” or “Ask to be endorsed”
Links
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Recommendations
Only ask for recommendations from people you are willing to recommend back.
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Recommendations
Choose Recipients
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Recommendations
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Companies Pages
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Companies Page
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Companies Page
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Companies Page
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Companies Page
Follow your competition to keep track of what they are doing.
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Companies Pages
Features:• Tell your company’s story
• Highlight your products and services
• Engage with followers
• Share career opportunities
• Drive word of mouth at scale
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Takeaways
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Social Media Marketing
Great for business networking
• Find jobs
• Develop business
• Promote projects and opportunities
• Keep track of your competition
• Publicize Events
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Social Media MarketingWays to market your business
• Start a Group
• Join Groups
• Create a Company Page
• Post your Events
• Answer Questions
• Ask for recommendations
• Post updates
• Run an Ad
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Working in
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About Twitter
What is it?
Twitter is a service for friends, family, and
co–workers to communicate and stay
connected through the exchange of quick,
frequent messages.
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About TwitterWhat is it?
People write short updates, often called
"tweets" of 140 characters or fewer.
These messages are posted to your profile
or your blog, sent to your followers, and
are searchable on Twitter search.
http://help.twitter.com/entries/13920-frequently-asked-questions
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About Twitter
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The LingoFollowFollowing someone simply means receiving their Twitter updates.
UnfollowIf you no longer wish to view someone’s tweets in your timeline, you can unfollow them.
@RepliesAn @reply is a public message sent from one person to another, distinguished from normal updates by the @username prefix. If a message begins with @username, we collect it as a reply. Reply publicly to any update on Twitter by using the @username format.
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About Twitter
The Lingo
DM – Direct MessageDirect messages are private messages sent from one Twitter person to another. You can only send a direct message to a person who follows you.
RT – RetweetRT is short for retweet, and indicates a re-posting of someone else's tweet. This isn't an official Twitter command or feature, but people add RT somewhere in a tweet to indicate that part of their tweet includes something they're re-posting from another person's tweet, sometimes with a comment of their own.
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About Twitter
The LingoHashtag - #Because Twitter provided no easy way to group tweets or add extra data, the Twitter community came up with their own way: hashtags. A hashtag is similar to other web tags- it helps add tweets to a category. Hashtags have the 'hash' or 'pound' symbol (#) preceding the tag, like so: #traffic, #followfriday, #hashtag. Hashtags can occur anywhere in the tweet: some people just add a # before a word they're using.
ListsCurated groups of other Twitter users. Used to tie specific individuals into a group on your Twitter account. Displayed on the right side menu of your homepage.
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About Twitter
The LingoAvatarThe personal image uploaded to your Twitter profile in the Settings tab of your account.
Favorite To favorite a Tweet means to mark it as one of your favorites by clicking the yellow star next to the message.
Reply A Tweet posted in reply to another user's message, usually posted by clicking the "reply" button next to their Tweet in your timeline. Always begins with @username.
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About Twitter
The Lingo
For a Glossary of Terms go to:
http://help.twitter.com/entries/166337-the-twitter-glossary
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About Twitter
Join or Sign in
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About Twitter
You get 140 characters for sharing your
thoughts
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About Twitter
Customizing Twitter
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About Twitter
Customizing your Twitter Account
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About Twitter
Think in terms of keywords under which you want
people to find you.
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About Twitter
Set up your mobile account
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About Twitter
You get 160 characters to
build your profile. Think
about how you want people to
find you.
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About Twitter
Choose a theme or customize your own…
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Twitter Tools
TweetMeme - Search and retweet the hottest stories on Twitter.
Twitvid - Easily share videos on Twitter.
Twitalyzer – Serious analytics for social relationships.
WeFollow - Twitter directory and search. Find Twitter followers.
Klout - “The standard for influence”
TweetDeck – Brings more flexibility and insight to power users.
HootSuite - Dashboard for teams using Twitter, Facebook, LinkedIn.
TrueTwit – Validation service. Stop wasting time with spammers.
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http://dailytekk.com/2012/03/19/the-top-100-twitter-tools-of-2012-categorized/
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Twitter Tools
http://twitter.polldaddy.com/
http://everycharactercounts.com/
http://lessfriends.com/
http://tweetstats.com
http://www.tweetworth.com/
http://twittersheep.com
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Twitter Tools
http://www.twhirl.org/
http://www.socialoomph.com/
http://untweeps.com/
http://www.youtube.com/watch?v=TY-e4zSuuJc
http://twitterautoposter.net/
http://www.twitterblaster.com/
http://virl.com/250/
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Take Away’s
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Social Media Marketing
• Considered a micro-blogging network
• Great place to research trends
• Wonderful for sharing ideas
• Excellent for getting the word out about what you do
• Great way to drive traffic to a website or blog
http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/
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Social Media Marketing
Ways to market a business on Twitter
• Be sure to follow the 80/20 rule when tweeting.
• Craft an appropriate Twitter Policy, and encourage your employees to sign up for accounts on Twitter.
http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/
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Social Media Marketing
Ways to market a business on Twitter
• As the owner of your business, register your @companyname and use it for all your tweets.
• Use Twitter Search to find and respond to tweets about your products or your brand.
• Ask for feedback on your products and then follow up with the responses you get
http://webcommunityforum.com/2008/09/21-ways-to-market-your-business-on-twitter/
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Final Words
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Social Media Takeaways
1. Integrate your efforts to reduce time spent on Social Media
2. Have a plan and follow it
3. Incorporate Widgets for LinkedIn, FaceBook and Twitter to your Website, blog and even your email signature.
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Social Media Takeaways
4. Limit your self promotion
5. Give generously to your community
6. and Have Fun!
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Contact Information
Colleen Wright
Trainingwww.seotrainingnw.com
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Thank you!
Get a copy of the presentation at:http://www.slideshare.net/sheenalena/presentations