Download - SVSU Non-Profit Course
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Social Media Marketing for Non-Profits
SPEAKER: Jeff DeHavenSocial Media Impressionist at F.P. Horak
Je! Dehaven
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a division of:
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Who am I?
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Who am I?
• Social media impressionist at F.P. Horak
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Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
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Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
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Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
• Love Starbucks, Verizon & Apple
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Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
• Love Starbucks, Verizon & Apple
• Personally benefitted from social
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Who am I?
• Social media impressionist at F.P. Horak
• 28-year-old Saginaw resident
• Been head deep in social for over 10 years
• Love Starbucks, Verizon & Apple
• Personally benefitted from social
• LG’s 32nd fastest east coast texter 2010
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What is social media?
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What is social media?
• Word of mouth (online)
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What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
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What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
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What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
• 93% of marketers use Facebook for business
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What is social media?
• Word of mouth (online)
• 90% of consumers trust peer recommendations
• Only 14% trust advertisements
• 93% of marketers use Facebook for business
• Changing the way we share life
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How did social evolve?
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
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How did social evolve?
• Ask Jeeves (1996 - first search engine)
• AIM (1997 - instant online communication tool)
• MySpace (2003 - major social network)
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Fill in required fields
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Skip for now
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People you know
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Add employer
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Confirm email
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Your direct login
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About & more
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Newsfeed
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Let’s go live
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Mobile
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Connect Via Mobile
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Connect Via Mobile
• Use all 5 Facebook Apps
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Connect Via Mobile
• Use all 5 Facebook Apps
• Have to get your team involved
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Connect Via Mobile
• Use all 5 Facebook Apps
• Have to get your team involved
• Encourage customers post “recommendations”
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Connect Via Mobile
• Use all 5 Facebook Apps
• Have to get your team involved
• Encourage customers post “recommendations”
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Mobile
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Mobile
• Posting
• Sharing photos
• Like, comment, and share post
• Scheduling
• Filter & settings
• Email photos
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Let’s go live
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Guidelines
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Guidelines
• Timelines are for individual, non-commercial use
• Timelines must be held under an individual name
• Pages will and have been completely removed by Facebook
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Page Policy?
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Page Policy?
• This is your companies/organizations space
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Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
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Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
• How customer service will be handled
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Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
• How customer service will be handled
• Vulgar or derogatory content
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Page Policy?
• This is your companies/organizations space
• Announce what’s is and is not acceptable
• How customer service will be handled
• Vulgar or derogatory content
• Copyright or secret materials/information
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Page Policy
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Page Policy
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Page Policy
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Why Facebook?
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Why Facebook?• Provides the most options for
customization
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Why Facebook?• Provides the most options for
customization
• Visually impactful cover photo
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Why Facebook?• Provides the most options for
customization
• Visually impactful cover photo
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Why Facebook?
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Why Facebook?• Professional tabs for most important info
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Why Facebook?• Professional tabs for most important info
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Why Facebook?• Professional tabs for most important info
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Why Facebook?
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Why Facebook?
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Why Facebook?
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Why Facebook?
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Why Facebook?
• Front and center contact information
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Why Facebook?
• Front and center contact information
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Do For My Business?
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• Educate your customers
Do For My Business?
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• Educate your customers
• Reward loyal customers
Do For My Business?
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• Educate your customers
• Reward loyal customers
• Set yourself apart from your competition
Do For My Business?
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• Educate your customers
• Reward loyal customers
• Set yourself apart from your competition
Do For My Business?
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Why Facebook?
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Why Facebook?
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• Lower cost than all other traditional marketing
Why Facebook?
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• Lower cost than all other traditional marketing
• Fans request to connect with you
Why Facebook?
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• Lower cost than all other traditional marketing
• Fans request to connect with you
• Most effective communication tool with a strategy
Why Facebook?
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• Lower cost than all other traditional marketing
• Fans request to connect with you
• Most effective communication tool with a strategy
• Generation switch as preferred information source
Why Facebook?
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Facebook Dos
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Facebook Dos
•Be active
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Facebook Dos
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Facebook Dos
•Listen
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Facebook Dos
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Facebook Dos
•Be Personal
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Facebook Dos
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Facebook Dos
•Make Connections
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Facebook Dos
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Facebook Dos
•Engage Your Audience
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Facebook Dos
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Facebook Dos
•Use Visuals & Videos
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Facebook Don’ts
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Facebook Don’ts
•Sale, Sale, Sale
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Facebook Don’ts
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Facebook Don’ts
•Spam/Over-post
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Facebook Don’ts
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Facebook Don’ts
•Bother Audience With Apps/Games
Friday, July 26, 13
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Facebook Don’ts
Friday, July 26, 13
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Facebook Don’ts
•Post Irrelevant Content
Friday, July 26, 13
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Tell a story
Friday, July 26, 13
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Tell a story
• Visual experience
Friday, July 26, 13
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Tell a story
• Visual experience
• Capture your audience
Friday, July 26, 13
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Tell a story
• Visual experience
• Capture your audience
Friday, July 26, 13
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Plan ahead
Friday, July 26, 13
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Plan ahead
• Content calendar
Friday, July 26, 13
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Plan ahead
• Content calendar
• Look at major holidays
Friday, July 26, 13
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Plan ahead
• Content calendar
• Look at major holidays
• Participate with national _______ day, week and month
Friday, July 26, 13
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Eye Tracking
Friday, July 26, 13
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Eye Tracking
Friday, July 26, 13
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Investment
Friday, July 26, 13
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Investment
• Money
Friday, July 26, 13
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Investment
• Money
• Assets
Friday, July 26, 13
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Investment
• Money
• Assets
• Time
Friday, July 26, 13
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Investment
• Money
• Assets
• Time
Friday, July 26, 13
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Be Smart
Friday, July 26, 13
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Be Smart
• Instagram, Tumblr, Pinterest for photos
Friday, July 26, 13
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Be Smart
• Instagram, Tumblr, Pinterest for photos
• Vine for videos
Friday, July 26, 13
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Be Smart
• Instagram, Tumblr, Pinterest for photos
• Vine for videos
• Foursquare for coupons/loyalty program
Friday, July 26, 13
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Let’s go live
Friday, July 26, 13
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Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
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Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
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Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
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Most important• Passionate content creator(s)
• Fun “Brand-On” page monitor(s)
Friday, July 26, 13
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Passionate content creator(s)
Friday, July 26, 13
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Passionate content creator(s)
Friday, July 26, 13
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Passionate content creator(s)
Friday, July 26, 13
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Passionate content creator(s)
Friday, July 26, 13
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Fun “brand-on” page monitor(s)
Friday, July 26, 13
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Fun “brand-on” page monitor(s)
Friday, July 26, 13
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Fun “brand-on” page monitor(s)
Friday, July 26, 13
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Fun “brand-on” page monitor(s)
Friday, July 26, 13
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Fun“brand-on” page monitor(s)
Friday, July 26, 13
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Fun“brand-on” page monitor(s)
Friday, July 26, 13
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Fun“brand-on” page monitor(s)
Friday, July 26, 13
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Fun“brand-on” page monitor(s)
Friday, July 26, 13
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Customer Service
Friday, July 26, 13
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Customer Service
Friday, July 26, 13
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Customer Service
Friday, July 26, 13
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Customer Service
Friday, July 26, 13
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Rich Content
Friday, July 26, 13
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Rich Content• Show heritage and legacy
Friday, July 26, 13
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Rich Content• Show heritage and legacy
• Compliment text with great photos
Friday, July 26, 13
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Rich Content• Show heritage and legacy
• Compliment text with great photos
Friday, July 26, 13
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MUST use feature
Friday, July 26, 13
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MUST use feature
• Facebook Offer
Friday, July 26, 13
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MUST use feature
• Facebook Offer
• Online coupon
Friday, July 26, 13
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MUST use feature
• Facebook Offer
• Online coupon
• Generate exposure
Friday, July 26, 13
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MUST use feature
• Facebook Offer
• Online coupon
• Generate exposure
• Small cost to publish
Friday, July 26, 13
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MUST use feature
• Facebook Offer
• Online coupon
• Generate exposure
• Small cost to publish
Friday, July 26, 13
![Page 147: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/147.jpg)
Interact with fans
Friday, July 26, 13
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Interact with fans
Friday, July 26, 13
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Interact with fans
Friday, July 26, 13
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Interact with fans
• Give to get
Friday, July 26, 13
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Stay on top of it
Friday, July 26, 13
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Stay on top of it
Friday, July 26, 13
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Stay on top of it • “Ship My Pants” Video
Friday, July 26, 13
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Stay on top of it • “Ship My Pants” Video
• Lost opportunity
Friday, July 26, 13
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Stay on top of it • “Ship My Pants” Video
• Lost opportunity
• Easter art until May 1st
Friday, July 26, 13
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Stay on top of it • “Ship My Pants” Video
• Lost opportunity
• Easter art until May 1st
Friday, July 26, 13
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Visual post
Friday, July 26, 13
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Visual post
• Sized improperly
Friday, July 26, 13
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Visual post
• Sized improperly
• Failed opportunity
Friday, July 26, 13
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Visual post
• Sized improperly
• Failed opportunity
Friday, July 26, 13
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Reporting
Friday, July 26, 13
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Reporting• Know what content to deliver
Friday, July 26, 13
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Reporting• Know what content to deliver
• Relevant content
Friday, July 26, 13
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Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
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Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
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Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
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Reporting• Know what content to deliver
• Relevant content
• Measure effectiveness of campaigns
Friday, July 26, 13
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Let’s go live
Friday, July 26, 13
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Do for my business?
Friday, July 26, 13
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Do for my business?
Friday, July 26, 13
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Do for my business?
• Drive more foot traffic
Friday, July 26, 13
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Do for my business?
• Drive more foot traffic
• 662 shares
Friday, July 26, 13
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Do for my business?
• Drive more foot traffic
• 662 shares
• 79 likes
Friday, July 26, 13
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Do for my business?
• Drive more foot traffic
• 662 shares
• 79 likes
• 88 NEW fans
Friday, July 26, 13
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Do for my business?
• Drive more foot traffic
• 662 shares
• 79 likes
• 88 NEW fans
• 59,532 impressions
Friday, July 26, 13
![Page 176: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/176.jpg)
Do for my business?
Friday, July 26, 13
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Do for my business?• Drive awareness/customer acquisition
Friday, July 26, 13
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Do for my business?• Drive awareness/customer acquisition
• 649 comments
Friday, July 26, 13
![Page 179: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/179.jpg)
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
Friday, July 26, 13
![Page 180: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/180.jpg)
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
Friday, July 26, 13
![Page 181: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/181.jpg)
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
• 4,303 shares
Friday, July 26, 13
![Page 182: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/182.jpg)
Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
• 4,303 shares
• 282,866 impressions
Friday, July 26, 13
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Do for my business?• Drive awareness/customer acquisition
• 649 comments
• 1,048 post likes
• 1,486 NEW fans
• 4,303 shares
• 282,866 impressions
Friday, July 26, 13
![Page 184: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/184.jpg)
Campaigns/contest
Friday, July 26, 13
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• Create simple impactful campaigns
Campaigns/contest
Friday, July 26, 13
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• Create simple impactful campaigns
• 737 NEW fans
Campaigns/contest
Friday, July 26, 13
![Page 187: SVSU Non-Profit Course](https://reader037.vdocument.in/reader037/viewer/2022103013/54422005b1af9f130d8b456b/html5/thumbnails/187.jpg)
• Create simple impactful campaigns
• 737 NEW fans
• Awareness
Campaigns/contest
Friday, July 26, 13
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• Create simple impactful campaigns
• 737 NEW fans
• Awareness
Campaigns/contest
Friday, July 26, 13
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Resources
Friday, July 26, 13
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• Mashable.com
Resources
Friday, July 26, 13
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• Mashable.com
• Allfacebook.com
Resources
Friday, July 26, 13
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• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
Resources
Friday, July 26, 13
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• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
• Social Media Club Great Lakes Bay
Resources
Friday, July 26, 13
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• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
• Social Media Club Great Lakes Bay
• AAF Great Lakes Bay/Flint
Resources
Friday, July 26, 13
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• Mashable.com
• Allfacebook.com
• Socialmediaexaminer.com
• Social Media Club Great Lakes Bay
• AAF Great Lakes Bay/Flint
• Social Media Association of Michigan
Resources
Friday, July 26, 13
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Friday, July 26, 13
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Benefits
Friday, July 26, 13
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Benefits
• Set up for social success
Friday, July 26, 13
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Benefits
• Set up for social success
• Be where people are
Friday, July 26, 13
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Benefits
• Set up for social success
• Be where people are
• Social is human relationships
Friday, July 26, 13
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Benefits
• Set up for social success
• Be where people are
• Social is human relationships
• Equal weight among communication tools
Friday, July 26, 13
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Benefits
• Set up for social success
• Be where people are
• Social is human relationships
• Equal weight among communication tools
• Big focus on customer retention
Friday, July 26, 13
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Benefits
• Set up for social success
• Be where people are
• Social is human relationships
• Equal weight among communication tools
• Big focus on customer retention
• By 2020, 50% of work force will be millennials
Friday, July 26, 13
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Fact
Friday, July 26, 13
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Fact
• 78% of salespeople are using social media to out sell their peers
Friday, July 26, 13
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3 main approaches to social media
Friday, July 26, 13
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3 main approaches to social media
• Branding on your own
Friday, July 26, 13
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3 main approaches to social media
• Branding on your own
• Within your current organization
Friday, July 26, 13
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3 main approaches to social media
• Branding on your own
• Within your current organization
• Across your industry
Friday, July 26, 13
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Fact
Friday, July 26, 13
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Fact
• 80% of Twitter users are from mobile
Friday, July 26, 13
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Myth
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Myth
• No just for celebs
Friday, July 26, 13
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Myth
• No just for celebs
• Don’t care what I had for lunch
Friday, July 26, 13
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Myth
• No just for celebs
• Don’t care what I had for lunch
• It takes too long
Friday, July 26, 13
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Myth
• No just for celebs
• Don’t care what I had for lunch
• It takes too long
Friday, July 26, 13
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Terms
Friday, July 26, 13
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Terms
• Handle is profile
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Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
Friday, July 26, 13
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Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
• RT (Retweet) is forwarding along
Friday, July 26, 13
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Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
• RT (Retweet) is forwarding along
• DM (Direct Message) inbox
Friday, July 26, 13
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Terms
• Handle is profile
• Hashtag is like a subject line - shows in search
• RT (Retweet) is forwarding along
• DM (Direct Message) inbox
• @Mention only way to tag others
Friday, July 26, 13
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Fact
Friday, July 26, 13
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Fact
• Twitter is a super highway when your on you get what you get (not possible to see all)
Friday, July 26, 13
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Resources
Friday, July 26, 13
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Resources
• Twitter.com/search
Friday, July 26, 13
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Resources
• Twitter.com/search
• Filter
Friday, July 26, 13
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Resources
• Twitter.com/search
• Filter
• Use discover on app
Friday, July 26, 13
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Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
Friday, July 26, 13
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Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
• http://bit.ly/12UulEZ who to follow
Friday, July 26, 13
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Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
• http://bit.ly/12UulEZ who to follow
• Alltwitter.com
Friday, July 26, 13
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Resources
• Twitter.com/search
• Filter
• Use discover on app
• Flitter app to see unfollowers
• http://bit.ly/12UulEZ who to follow
• Alltwitter.com
Friday, July 26, 13
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Fact
Friday, July 26, 13
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Fact
• Way to get to someone you have no other way to reach
Friday, July 26, 13
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Tips
Friday, July 26, 13
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Tips
• Follow back
Friday, July 26, 13
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Tips
• Follow back
• Replying back
Friday, July 26, 13
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Tips
• Follow back
• Replying back
• Retweet
Friday, July 26, 13
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Tips
• Follow back
• Replying back
• Retweet
• Include photos
Friday, July 26, 13
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Tips
• Follow back
• Replying back
• Retweet
• Include photos
• Make it part of your routine
Friday, July 26, 13
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Tips
• Follow back
• Replying back
• Retweet
• Include photos
• Make it part of your routine
Friday, July 26, 13
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Friday, July 26, 13
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Tips
Friday, July 26, 13
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Tips
• Be visible on Linkedin
Friday, July 26, 13
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Tips
• Be visible on Linkedin
• App lets you buy pass prospects without email address
Friday, July 26, 13
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Tips
• Be visible on Linkedin
• App lets you buy pass prospects without email address
• Create content for visibility
Friday, July 26, 13
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Tips
• Be visible on Linkedin
• App lets you buy pass prospects without email address
• Create content for visibility
• Get involved in groups
Friday, July 26, 13
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How it’s used
Friday, July 26, 13
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How it’s used
• 90% view
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How it’s used
• 90% view
• 8% shuffle
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How it’s used
• 90% view
• 8% shuffle
• 2% create
Friday, July 26, 13
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How it’s used
• 90% view
• 8% shuffle
• 2% create
Friday, July 26, 13
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Social video
Friday, July 26, 13
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Social video
• YouTube
Friday, July 26, 13
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Social video
• YouTube
• Vimeo
Friday, July 26, 13
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Social video
• YouTube
• Vimeo
• UStream
Friday, July 26, 13
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Social video
• YouTube
• Vimeo
• UStream
Friday, July 26, 13
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Social video
• YouTube
• Vimeo
• UStream
Friday, July 26, 13
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Benefits
Friday, July 26, 13
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Benefits• Helps you be found
Friday, July 26, 13
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Benefits• Helps you be found
• Skype now has split screen
Friday, July 26, 13
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Benefits• Helps you be found
• Skype now has split screen
• Google Hangouts
Friday, July 26, 13
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Benefits• Helps you be found
• Skype now has split screen
• Google Hangouts
Friday, July 26, 13
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Best practices
Friday, July 26, 13
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Best practices
• Basic camera is fine
Friday, July 26, 13
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Best practices
• Basic camera is fine
• Lighting & sound most important
Friday, July 26, 13
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Best practices
• Basic camera is fine
• Lighting & sound most important
• Social networking requires more than a Facebook profile
Friday, July 26, 13
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Best practices
• Basic camera is fine
• Lighting & sound most important
• Social networking requires more than a Facebook profile
• Pick up an effort today
Friday, July 26, 13
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Best practices
• Basic camera is fine
• Lighting & sound most important
• Social networking requires more than a Facebook profile
• Pick up an effort today
• Lots of small steps = success
Friday, July 26, 13
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Q&A
Friday, July 26, 13
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Thank you
• Jeff DeHaven
• 989.430.3009
• fphorak.com
• facebook.com/fphorakco
• facebook.com/jeffdehaven
Friday, July 26, 13