1. August 29, 2013 Introduction to Social Media Social Media as a Marketing Tool for Your Business

2. page1 Agenda Why Social Media? Common Platforms –YouTube\Google+ –Pinterest –LinkedIn –Facebook –Twitter Creating Your Profile Monitoring Performance Introduction to Social Media Advertisement 2

3. page1 Why Social Media? Stats in Canada – 75 per cent of Canadians have a Facebook account – 35 per cent have an active YouTube account (more people use it without an account) – 20 per cent are on LinkedIn – 20 per cent are on Twitter – 19 per cent are on Google + (growing fast since Google forces users to have an account) 3

4. page1 What This Means for Your Company  64 per cent use their accounts to connect and stay up to date with businesses  Half trust the company’s social media account more than they trust its website  30+ per cent seek dialogue with companies via social media, not just deals  People are not afraid to speak out, both critically and approvingly of companies 4

5. page1 What This Means for Your Company  Brand “Personality“  Give your company a voice  Be a part of the conversation  Align your social efforts with your company goals and messaging  Remain consistent in your communications 5

6. page1 The Conversation: What You’re Missing  Questions, complaints, suggestions, and incorrect perceptions are unmanaged  Or worse, managed by competition or the ill-informed  Communicate with your audience, not to it  Listen to what people are saying and engage on a personal level 6

7. page1 Common Platforms Google+ Pinterest LinkedIn Twitter Facebook 7

8. page1 Common Platforms  Hundreds of social networks  Hundreds more will come  Tools vs. Behaviour  Experiment but maintain consistent messaging and transparent communication 8

9. page1 Google+/ YouTube 9

10. page1 Google+/ YouTube  Google is the most popular site on the Internet  Google owns YouTube  You probably already have a Google+ account 10

11. page1 Google+/ YouTube  Visually pleasing  More and better features  Very little effort  Reach a larger, different audience 11

12. page1 Google+/ YouTube  Having a complete Google+ account provides ease of access to accurate information about your business  Maps/Office Hours/Services and Products etc. 12

13. page1 Google+/ YouTube  Hashtags  Tagging brands/people  Utilize trending topics  Beautiful, full-sized images 13

14. page1 Google+/ YouTube  Share videos  Great if you’re creative and have a strong budget  Connect videos similar to hashtags  Monitor likes, dislikes and comments 14

15. page1 Pinterest 15

16. page1 Pinterest  High quality images, organized in an attractive way to tell your story  Pins are pictures organized in boards (themes) 16

17. page1 Pinterest 17

18. page1 Pinterest  Virtual storefront  Display products  Share the atmosphere  “Wellbeing” 18

19. page1 Pinterest  Only 70 million users world-wide  BUT more sales than other social networks combined  7 per cent of all internet sales  Higher average - $80-$180/sale 19

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21. page1 LinkedIn 21

22. page1 LinkedIn  Facebook for Professionals  Show off your credentials  Connect with industry professionals, not just high school friends.  Shows credibility to the consumer 22

23. page1 Twitter 23

24. page1 Twitter  Microblogging  140 characters, including spaces  #HashTags  Less easy to navigate, but very rewarding 24

25. page1 Twitter  A hashtag is a keyword that connects messages  Anyone can search/see a hashtag, not just your followers 25 “Pairing an organic diet with the appropriate supplements will optimize health and prolong life” VS. “Pairing an #organic diet with the appropriate #supplements will optimize #health and prolong life”#organic#supplements#health

26. page1 Twitter  The potential to connect is enormous  Hashtags connect you to people who didn’t even know they were looking for you! 26

27. page1 Twitter  Value the people you follow 27

28. page1 Twitter  Follow accounts relevant to your company/industry  Health publications, journalists, practitioners, etc.  Also, companies similar to yours, including competition 28

29. page1 Twitter  The latest news, updated by the second  Be up-to-date and in-the-know in only minutes  Share your opinion  Find content for your other social channels 29

30. page1 Twitter  Under 100 characters  Shortened link  https://bitly.com/ https://bitly.com/  #’s  Call to Action  CHFA’s numbers have doubled in one year 30

31. page1 Creating a Twitter Page 31 https://twitter.com/

32. page1 Creating a Twitter Page  https://twitter.com/ https://twitter.com/ 32

33. page1 Creating a Twitter Page 33

34. page1 Facebook 34

35. page1 Facebook  Most popular  1.15 Billion users worldwide  The easiest to use  Spread your message to your audience 35

36. page1 Facebook  Engage by sharing images  Short, interesting text  2-3 sentences  Include a related link  Ideally, something related to your company/product 36

37. page1 Facebook 37

38. page1 Facebook 38 Organic vs. Paid Likes Budget $$$’s/year for important events Big sale New location Community involvement Article in local paper Etc.

39. page1 Facebook  The key to Facebook engagement is to continue engaging  Monitor and interact  Comment back, ‘Like’ others’ comments, answer questions or ask new ones, etc.  Be personal but professional 39

40. page1 Facebook  The ‘perfect post’ 40

41. page1 Creating a Facebook Page 41https://www.facebook.com/pages/create

42. page1 Creating a Facebook Page  Once you’ve created the basic page, you can edit and add much more information 42

43. page1 Creating a Facebook Page  Important info to edit: Store hours, contact, Long description 43 Do you involve your store in the community? How?

44. page1 Facebook Insights  How is your Facebook page performing?  What should you post and when?  Who is your audience?  What is their behaviour?  Must have more than 30 Likes 44

45. page1 Facebook Insights – Weekly Overview 45

46. page1 Facebook Insights – Types of Posts 46

47. page1 Facebook Insights – When to Post 47

48. page1 Facebook Insights  Can be much more detailed, explore Insights fully  Valuable, consistent information  Will help ease you into Social Media Marketing 48

49. page1 Social Media Marketing  Reasonable, modest resources – Tangible, measurable results  Target very a specific audience of your choice 49

50. page1 Social Media Marketing  Facebook Ad vs. Promoted Post, overview  Ads push your content to an audience of your choosing  Potentially millions of people  Generally $1 = 1 Like  Promoted posts are much cheaper and push your content to your fans and their friends 50

51. page1 Social Media Marketing  Stories show your fans’ engagement with you to their friends, prompting them to Like or Follow you as well 51

52. page1 Social Media Marketing  Promoted posts are very cheap  Good for a larger audience (several hundred at least)  Could reach much more than the estimated audience 52

53. page1 Social Media Marketing  Facebook Ads - https://www.facebook.com/ads/create/https://www.facebook.com/ads/create/ 53

54. page1 Social Media Marketing  Facebook Ad is great for getting you more Likes  Facebook Promoted Posts are great for engaging the people who already Like your page (and, potentially, their friends) 54

55. page1 Social Media Summary  Use the Social Media Networks you feel work best for your company  Get to know them, be patient  A few minutes daily is all it takes! 55

56. August 29, 2013 Introduction to Social Media Alex Karanikolov Communications Coordinator akaranikolov@chfa.ca Saneeka Tembe Membership Support Associate stembe@chfa.ca Michelle Book Director, Communications mbook@chfa.ca