! Social Media Marketing Playbook! ! !
Social Media! Table of Contents! ! Topics: I. Blogging Best Practices How to Set-up a Blog
II. Use of: @ and # Best Practices
VI. Pinterest Best Practices Pinterest for Business
VII. Google + Best Practices Google + for Business
III. Twitter Best Practices How to Optimize Twitter IV. Facebook Best Practices Facebook Marketing How to Set-up a Facebook Page V.
YouTube Best Practices
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How to Optimize YouTube
VII. LinkedIn Best Practices Optimize LinkedIn
Social Media Sites ! Facebook, Twitter, LinkedIn, Pinterest, YouTube, and Google + are among the most popular social networking sites.
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Age of Social Users Facebook 86% 18-29 73% 30-49 Tumblr 13% 18-29 Instagram 28% 18-29 Pinterest 19% 18-29 19% 30-39 Twitter 27% 18-29 4!
Social Media Impact • 83% of marketers indicate that social media is important to their business. • 74% of consumers stated relying on social media to make purchasing decisions. • 53% of people recommend companies and products on Twitter, and 83% of Pinterest users are women who pin and repin images that include the most popular categories, clothes, food, and crafts. • People are 64% more likely to purchase from a brand after following them on Twitter and 51% more likely to purchase from a brand after “Liking” them on Facebook. 5!
Benefits of Social Media • The ability to build an online community of loyal users. • It humanizes your brand. • Competitive businesses are using it. • It’s the next generation to Word-of-Mouth marketing. • It provides transparency within your brand. • It opens up conversation for users to engage with your brand.
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SEO Benefits of Social Media • Social media sites rank for targeted branded & nonbranded terms. • When blog content is posted to social media it gains exposure & stimulates organic linking. • Fresh content greatly benefits search. • Google counts social sharing when ranking your website. • Social media sites drive traffic
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Blogging!
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Blogging!
Blog supports the SEO strategy of your main site.
Blogs can be promoted through social media for exposure and organic linking.
Blog RSS feeds can be published to other sites.
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Press releases can link to blogs. Blogs can be used in newsletters.
Blogging!
Blogging Basics!
Determine the Purpose of Your Blog • Determine the goal for your blog. • Create a strategy for implementing and marketing your blog. Keep Your Demographic in Mind • Write on the topics your audience will enjoy. • Write in a voice that your audience will appreciate. • Engage your readers with relevant and current content. 10!
Blogging! Blogging Basics!
Comment on Hot Buttons in Your Industry • Commenting on the news is perhaps the BEST way to get FAST traffic to your blog. Don’t be Afraid to Have an Opinion • Put your opinion in your content, but be sure that your opinion is relevant to what your audience would want to hear.
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Blogging! Blogging Basics!
Write Like You Talk • Blogs can be informal • Make your points are clearly identified and easy to understand The Right Length • A blog should be no shorter than 300 words and no longer than 1,500 words
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Blogging! Blogging Basics!
Add Keywords • Keywords should be added in meta keyword area, title tags, in the URLs and throughout the text. Good H1s and H2s • Make sure your title is eye catching. • If you are writing a longer blog, make sure to title each individual section.
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Blogging! Blogging Basics!
Add Keywords • Keywords should be added in meta keyword area, title tags, in the URLs and throughout the text. Good H1s and H2s • Make sure your title is eye catching. • If you are writing a longer blog, make sure to title each individual section.
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Blogging! Blogging Basics!
Add Pictures or Video • Everyone likes to look at pictures or watch videos, so add a few. • Search engines rank pages with rich media like videos and images higher. Promote your Blog • Promote your blog in social media outlets like Twitter, Linkedin, Facebook, Pinterest, Google+, Technorati, and niche sites. • Create a press release and link back to the blog. • Comment on other industry related blogs
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Blogging! Blogging Basics!
Add Keywords • Keywords should be added in meta keyword area, title tags, in the URLs and throughout the text. Good H1s and H2s • Make sure your title is eye catching. • If you are writing a longer blog, make sure to title each individual section.
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Blogging ! Internal Links!
Internal links are links that go from one page on a domain to a different page on the same domain. They are commonly used in main navigation, content, etc. These type of links are useful for three reasons: 1. They allow users to navigate a website. 2. They help establish an information hierarchy for the given website. 3. They help spread link juice around websites.
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Blogging ! Internal Links!
• Diversify - Rotate in longer-tail keyword phrases that are related to the focus keyword • Use descriptive keywords • Place links towards the beginning of a post • Don’t link to the same page twice from a post. • 1 link for every 100 words (maximum) should be placed in each blog post. 18!
Blogging
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How To Optimize Blog Content !
• Create an editorial calendar based on the KW strategy • Create an internal linking strategy • Create a KWA for each post • Use H1s and H2s • Post blogs to social profiles
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Blogging ! Good Blog Post Example!
Catchy Title/H1: 37 SEO Updates You Should Know From 2012 Description: SEO Update - 2012 was an active year for Google's updates. Here are the 37 updates you should know about from 2012. Keywords: content=“seo updates, google seo updates,seo latest updates, new seo updates" /> Image Alt Attribute: Google Panda Update What Else? Keyword mentions Internal links Social Shares 20!
On-Site Social Media Optimization ! Watch Video on Comments Box: http://youtu.be/BrP9gsqsTF0 Facebook like box
Connect buttons
Share buttons
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Twitter Widget
Social wrap
On-Site Social Media Optimization ! A common tactic is to have blog posts update on the home page of a site. This increases visibility for blog posts and shows the user that there is interaction taking place on the site.
Showing Twitter and Facebook posts on a blog or website is also a common tactic. This brings exposure to the Twitter and Facebook accounts, making it more interactive.
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Use of # and @ in Social Media
Use of # and @ in Social Media !
At (@) The “at� symbol (@) will direct a comment to a specific person rather than into a broader conversation, or attach the post to a conversation.
Hash Tag (#) The pound sign (hash tag, #) turns any word or group of words that directly follow it into a searchable link. This allows you to organize content and track discussion topics based on those keywords. Broader social media conversations are organized via the hashtag, this feature allows you to enter your social media posting into that conversation. For example, #cleanoceans would enter your post about a water quality topic into a discussion on clean oceans. Helps people interested in niche topics find each other and find conversations about those niche topics.
How To Use: • No spaces • Use #CapitalLetters to differentiate between words. This will not alter search results from #capitalletters • No punctuation marks or special characters are supported • Numbers are supported • Create your own and use established hash tags There is not a preset directory of hash tags. It is possible to either use an existing hash tag or to simple create your own for others to latch on to.
Twitter !
Twitter Hash Tags (#) The symbol “#” is known as a hash tag. If a user places the number symbol within in a Tweet it makes the text following the number symbol searchable within Twitter. People do this to “trend” topics. Here is an example:
Twitter @Reply The “@” symbol is used in Twitter to respond to users. For example, a Twitter account is “katharnavas.” Other users in Twitter would respond to this person By putting @katharnavas as the first character in the Twitter tweet box.
Twitter ReTweets The ReTweet function is very important in Twitter. A ReTweet is when you take a Tweet someone else has posted and Tweet it to your followers.
Twitter! Connect Tab: List Mentions A mention occurs in Twitter when someone puts the “@� symbol in a post preceding your username.
Twitter! ! Ways to Advertise • Promoted Accounts • Promoted Tweets • Promoted Trends • Must spend 15k in 3 months or go through American express program https://ads.twitter.com/amex
Twitter!
Optimization!
Here we see a search for UCSD on Twitter. By Tweeting keywords you increase your chance to rank for that term in Twitter and in Google.
Facebook!
Facebook Personal Profiles! The personal profile is non-business related; however, it is necessary! to create a personal profile to manage a business page. ! ! Facebook Groups! A Facebook group is similar to a discussion forum. ! ! Facebook Pages! Pages are the main Facebook feature utilized by businesses. !
Facebook! 3 Ways to Get Facebook Likes 1. Earned Blogs Viral Marketing Contest 2. Owned Social Media Optimization On-site optimization Blogs Newsletters 3. Paid Facebook Ads Google PPC
Facebook Events Tab
An Events tab allows users to find current events that they could watch for, bringing followers to a physical location.
Map Tab
A Map tab allows followers to easily find your main location(s). This can be helpful when trying to bring new customers to a new location.
Facebook ! A cover photo should: • Be directly related to the brand • Be colorful and eye-catching • Tell a business story • Be relevant to the audience
Facebook!
Old Spice The About section should be optimized, include links to other social profiles, the website, blog, and contact information. It should be filled out completely with company history and information.
Facebook!
Starbucks
Using large and relevant images with posts to the Timeline, are more likely to draw in new followers. Post content should be interesting and unique.
Facebook!
Measurement!
These metrics allow you to get a better understanding of the data.
Facebook! Pin To Top Can be used to direct users to a promotion Draw attention to a photo Display a timely status update
Facebook! • Add a new banner image (851 x 315 pixels) • Add a new profile picture (180 x 180 pixels) • Fill out the About section • Highlight important posts • Highlight important Apps in the first 4 boxes • Secure customized URL • Check and monitor your posts and messages every day
YouTube!
Optimizing YouTube 1.
Video Titles: Should contain keywords associated with the video content and match a common theme
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Video Descriptions: Should be 100 - 500 words with keywords relevant to video subject matter. The descriptions should also include links to the website, blog, social profiles, and a date and description of where the video was taken.
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Video Size: It is recommended that all video files are no larger than 100mb and between 1 to 4 minutes in length.
Pinterest! An online pin board that will “bookmark� products, images, and sites.
Pinterest ! • Most popular categories include Food & Drink, DIY & Crafts, and Women’s Fashion. • Majority of users are women between the ages 25-54
1http://www.practicedock.com/index.cfm/PageID/7290
Pinterest ! “Pin” Adding an image to Pinterest “Repin” Sharing a Pin with your followers “Board” A group of Pins organized by a theme (i.e. Fashion, Recipes, Outdoor Activities) “Pin it Button” A button installed on your browser (grabs an image from a website and adds it to one of your Boards
Pinterest! • Pinterest allows you to Repin, Like, or Comment on images • When you Repin a piece of content you are simply choosing to save the content to one of your Pin Boards. Each time you Repin a content your followers will see it. • Similar to a Pin, when you Like a piece of content that content is saved in your Like section. • Comments simply show up under the post you have commented on and in your feed.
Pinterest! Connect with relevant users. Engage with other users as you would on any other social media site; comment on posts, cc users with @mentions, repin original content, or “like� pins when it’s not appropriate to repin. Use Pinterest for link-building outreach campaigns. Pinterest is a great addition to an SEO campaign because it allows you to link multiple pages by keywords, images, and descriptions.
Pinterest! Optimize your page to get found by other Pinterest users. Customize your Pinterest page by optimizing your “About” section with relevant keywords regarding your company and linking to your website. This includes catchy Board titles and descriptions. In addition, index your board into a relevant category Expand your brand-controlled search results. Make sure your Pinterest page is set to show up on SERPs by ensuring “Hide your Pinterest profile from search engines” is switched OFF in your account settings.
Pinterest for Business ! Focus on targeted, brand-friendly pins that will result in clickthrough traffic. Pin images that market to your target audience and encourage click-through traffic. Use Pinterest to curate useful content for your industry. In order to optimize your success with Pinterest, Repinning images from other sites helps to bring in new followers. Repinned images should be directly related to your brand’s industry.
Pinterest for Business ! Draws in new users with enticing images. Builds a strong relationship with your followers. Gives the brand a face to a name.
Visit business.pinterest.com for more information.
Pinterest for Business! ! All Recipes
Verify your website. Create inspiring boards. Make it personal. Link to useful pages. Check out your page source. (pinterest.com/source/ yourdomain.com)
Google + !
Google +! What is a +1? Google +1 is a new way to support a webpage online. You can +1 anything by clicking a +1 button. +1 buttons can be found on websites, in search listings and in Google + Pages and Profiles. By clicking +1 you share this post with your Google+ Circles. It will also give the webpage higher search rankings in Google search.
Google +
Gaining Plus 1’s!
Increasing your plus ones on Google + is important in drawing attention to your page and bringing people back to the website: 1. Search for people to “plus one” in your industry 2. When someone adds you to their circle, follow them back 3. Share interesting and relevant content 4. Make your profile public 5. Add the Google + badge to your website and blog 6. Share posts from other people 7. Take advantage of Google Hangouts
Google +
Google + for Business!
Google + is a great tool to further enhance and draw in traffic. Here are tips to keep in mind: • Connecting with groups and circles allows for your posts to reach a larger range of people • Promote your Google + page through your social media profiles • Connecting your website to your Google + page will add an icon to your site linking to your Google + page • Google may display your Google + page next to your website for certain searches if your website is connected to your Google + page • Fill out the “About” section and add links to additional social profiles
LinkedIn!
LinkedIn Allow employees to connect with companies. Describes the company’s services. Allows B2B connections and relationships to grow.
LinkedIn LinkedIn groups are very valuable. Allows for insights into related and prospective clients/ companies. When you post your content to them, you can potentially reach hundreds of new followers.