linkedin and facebook for your brand

LinkedIn and Facebook

Marketing your business withsocial media

What do you want from social media?

• More likes?• More sales?• More referrals?• Building a larger network?• Finding people to become sales reps?

Psychology of Social Media

Why do we use it?Brand’s voice

Keeping content interesting

Why do people use social media?

• Boost of self-esteem– Getting likes / validation from friends– “Photoshopped version” of self

• Satisfy need for connectedness and self-promotion– Ability to stay in contact with lots of friends in far

away places• Maintain offline relationships / weak ties– Job leads, emotion support, missed stories

Why do businesses use social media?

• Marketing• Networking• Maintaining customer relations• Creating brand advocates• Modern day word-of-mouth• Establish a reputation for your brand• Online presentation affects buyers decisions• Customer service

Combining the WhysPeople Businesses

Boosting self-esteem and self-image

Marketing, promoting, reputation

Connecting with friends Networking, brand advocates, word of mouth

Maintaining relationships for an outcome

Maintaining customer relations for a sale

Challenge is to sound human.

Your Brand’s Voice

• Where do they live? Work? Play? Hang out online?

• What language(s) do they speak?• How old are they?• Customers? Potential customers? Businesses?• What services are they most interested in?• What might they call these services/search

for?

Who is your audience?

Your Brand’s Voice

• What makes it unique?• What problems does it solve?• What are the selling points?– High quality / 100% guarantee– Locally produced – Custom made to order

What is your product / service?

Your Brand’s Voice

• If you are your brand, let that personality shine through

• Create “Brand Bible”• Remain consistent online, offline and across

social media channels• Be prepared to evolve with your market and

audience

Stay true to you

Keeping It InterestingFind content your audience wants without focusing on the sale.

• Follow other thought leaders and repost what they post“Good artists borrow, great artists steal.” –

Picasso• Set-up Google Alerts• Pictures and video!• Your blog• Your experiences

Follow the70 – 20 – 10 Rule

70% of content is…

Industry related or generally relevant

• Topical• Curate news items• Shareable• “Newsjacking”

20% of content is…Engaging with fans and being social with

personality• Call to action: like, comment, read, share, click…• Visual• Expressive/personal• Target-specific• “Fill in the blank” posts

10% of content is…

Promoting your brand, making the sale

• Offers, discounts• Visual• Target-specific• All about you

Keep it interesting by asking yourself:• Who is my reader and will they like it?• Does the title make me want to click and read?• Have I used keywords, tags, @ mentions, links

appropriately?• Did I give a direction to like, post, share, click?• Is this post timely? • Am I using the right network(s)?• Should I repeat the post?• Is everything spelt right?• Do I owe some credit when reposting?

Facebook

Facts about how it worksBuilt-in ToolsAdvertising

How it works

• Pages operate differently than profiles – make use of both

• Facebook is a publicly traded company – they gotta make the moolah somehow!

• Not every friend or fan sees everything you post• Facebook selects for you – Graph Search• They want you to pay to be seen

But we’re going to beat the system!

How it works

• YouTube• Pinterest• Twitter

Only about 5% of our audience sees our posts.

Your Defense• Getting the right people to like your page –

not just friends!• Posting ECO – engaging content often• Respond to comments and likes• @ mention / tag whenever you can• 70-20-10 rule – be a friend to have friends• Page like pages• Profile in groups

• Built-in tools

Built-In Tools

Built-In Tools

Built-In Tools

Built-In Tools

Built-In Tools

Built-In Tools

Built-In Tools

Advertising

Advertising – Things to remember

• You have complete control over budget and targeting

• People like to stay within Facebook• People like stuff their friends like• Try it out and then try again• Likes are leads• Engagement is beating the Edge Ranking sorting

LinkedIn

Who’s using itProfile and Company Pages

ContentNetworking and Brand Promotion

Who’s on LinkedIn?• 277 million users worldwide w/ 2 new users

per second• 40% check LinkedIn daily• 200 countries and territories and 20 different

languages• 3 million company pages w/ 1.2 million

products and services listed• 2.1 million groups w/ 8,000 more a week• 200 conversations per minute

Network Profile• Complete all the

info using keywords

• Connect with other professionals, comment, endorse skills

• Follow competitor’s pages

Public Profile

Customize your profile link with your name: http://www.linkedin.com/in/ashleyringger

Open Publishing

Your Day

Find Alumni

Groups

LinkedIn Networking Strategy• Make an impression – a good one!• Use relevant keywords• Be visual with videos and pictures• Update and comment effectively• New features: Open publishing & Your Day

Company Page

Company Page

Company Page

Brand Promotion• Keep page updated with company news• Share general updates via profile• SEO and keywords• Links in email signature• “Follow” link on website• Apps to enhance experience• Paid ads and upgrades

Tools

TradableBitsHootsuite

BitlyBlogging & scheduling

Dlvr.it

Key Takeaways

Have a plan.Know how to measure success.Create a business personality.Speak your clients’ language.

Be active and engaging.Create and contribute.

Socialize.