How to Be a

Social Media Butterfly

Colleen G. McCauley

Earth to Business Marketing

Michelle Callipari-Amarelo

MSC Business Solutions

WIBusiness: Make Your Business Happen

German Canadian Club, London, Ontario

March 6, 2015

Connect, Engage, Manage

and Grow Your Social Network

What is Social Media?

Connect

Personal vs Professional

Public vs Private

Engage

Learn the Lingo

Content Marketing

Curation vs Creation

Know Your Audience!

Internet Trolls

Manage

Strategy - Campaigns

Organic vs Paid

Time Management

Digital Sharecropping

Grow

Community

Your Assets

Examples, tips, and etiquette to use social media for marketing and networking. 2

Someone who is VERY social and easygoing;

can be either a male or a female.

Usually these people don’t belong to a particular

group, but rather jump from one group to

another. They are somewhat accepted in all of

them, but don’t really have any deep friendship

connections in any of them.

Social Butterfly

3

What is Social Media?

SOCIAL

an informal social gathering,

especially one organized by

the members of a particular

club or group.

MEDIA the means of communication

that reach or influence people

widely (radio, TV, newspaper,

magazine)

Websites and applications that enable users to create and

share content or to participate in social networking. (formerly Web 2.0)

SOCIAL MEDIA

4

Social Media Landscape Source:

http://www.fredcavazza.net/files/Q2-

08/SocialMediaLandscape.jpg

5

Publish blogs (Typepad, Blogger), wikis (Wikipedia, Wikia, Wetpaint) and

citizen journalism portals (Digg, Newsvine)

Share videos (YouTube), pictures (FlickR), music (Last.fm, iLike), links

(del.icio.us, Ma.gnolia), slideshows (Slideshare), products reviews

(Crowdstorm, Stylehive) or products feedbacks (Feedback 2.0,

GetSatisfaction)

Social Network (Facebook, MySpace, Bebo, Hi5, Orkut…), niche (LinkedIn,

Boompa…) and tools for creating (Ning)

Micro-blog Twitter, Pownce, Jaiku, Plurk, Adocu & alike (tweetpeek, twitxr)

Social

Aggregation

tools like lifestream (FriendFeed, Socializr, Socialthing!, lifestrea.ms,

Profilactic)

Livecast Hosting Justin.tv, BlogTV, Yahoo! Live, Ustream. Mobile equivalent (Qik,

Flixwagon, Kyte, LiveCastr)

Virtual worlds (Second Life, Entropia Universe, There), 3D chats (Habbo, IMVU)

and teens dedicated virtual universes (Stardoll, Club Penguin)

Social gaming (ImInLikeWithYou, Doof…), casual gaming portals (Pogo, Cafe,

Kongregate…) and social networks enabeled games (Three Rings,

SGN)

MMO Neopets, Gaia Online, Kart Rider, Drift City, Maple Story. MMORPG

(World of Warcraft, Age of Conan)

http://www.fredcavazza.net/files/Q2-08/SocialMediaLandscape.jpg 6

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CONNECT

© buzzpro

BE SOCIAL

We’re here because we

want to talk, to laugh, to

learn and to make

connections.

Use the social cues

you’ve learned from a

lifetime of real-life

socializing.

Be polite, perhaps pay a compliment, or tell this person something they would find interesting.

Focus on positive connections

Listen, respond thoughtfully, and ask questions or make statements

Seek or enjoy the companionship of others; friendly; sociable; gregarious

YOUR GOAL is to be part of the mix by talking with people (or

doing some sweet dance moves that will get people talking). 9

It’s not WHAT you know,

it’s WHO you know.

SELLING

~ Colleen G. McCauley

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Personal vs Professional

Private vs Public

You are your brand!

What you post will impact how

others see you

MANY people do business via

social media.

Respectfully share your

positions on certain topics and

beliefs without appearing

confrontational and exclusive

Keep personal offline if want

to get something out of social

networks.

Anyone can see it eventually

Having 2 personal accounts

is against some terms of

service.

People do business with

people so be personal!

Too Professional = lower interaction 12

Your Words Matter

13

ENGAGE

© Suvonni

The Small Business Social Media Cheat Sheet

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Content Marketing

is the marketing and business process for

creating and distributing relevant and

valuable content to attract, acquire, and

engage a clearly defined and understood

target audience – with the objective of driving

profitable customer action.

~ Content Marketing Institute

Be Visual & Human; Inform & Entertain 16

Witty anecdote, Quotes, memes, videos, infographics, tutorial-style images, and presentations (size to platform)

Content Marketing

Create Your Own Pose a question

Story of your business,

product/services, etc.

Your Personal Story!

Curate from Others

Share something interesting

you’ve read or seen (source)

Crowdsourcing - user

submitted i.e. contest for

images

Be Visual & Human; Inform & Entertain 17

WHAT does YOUR audience like?

Less Words, More Images

SHARE something interesting, beautiful, funny, thought-provoking, fashionable, etc. 18

INVOLVE listen to your audience, live the social web, understand it,

this cannot be faked

CREATE make new, relevant content for communities of interest

DISCUSS no conversation around it then may as well not exist

PROMOTE actively, respectfully, promote the content with the networks

MEASURE monitor, iteratively develop and respond or be damned!

KNOW YOUR AUDIENCE!

NOT A HANDS OFF ACTIVITY! When hired out, ensure things are done in your style.

http://www.conversationagent.com/2008/11/involve-create-disuss-promote-measure---the-social-media-campaign.html 21

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Feb 19, 2015

*Mobile Views change

#business #women #event

TODAYS HASHTAG

#WIBusiness #SocialMedia #IWD

#WiBbutterfly

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Don’t Feed Internet Trolls!

Use Humour Tactfully (light)

Counter Fiction with Fact

Don’t Join the Trolls (i.e. poke fun at them)

Troll-Free Community

1. Actively monitor

2. Set Boundaries

3. Be Nice/Kind

http://www.socialmediaexaminer.com/socialmediatrolls/ 24

MANAGE

© socialmediamarketinggirl

Have a Strategy. Make a Plan!

MEME example

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Platform Features Blurring

multi-purpose service

feature-creep

Duplicate campaigns

across social networks

Image size

http://adage.com/article/digitalnext/major-social-networks-losing-creative-potential/245722/ 27

Organic vs Paid

http://www.viralgains.com/2014/09/drive-conversions-social-media-networks/

ROI Cost Effective Example

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WHEN is your audience online?

• Manual VS Automation

• Real-time

• Notifications

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Platform # Scheduled Posts

LinkedIn 1-2 per day 2-5 per week

Twitter 6-10 per day 5 minimum per week

Facebook 1-2 per day 3-10 per week

Google+ 4-6 per day (including community

posts)

3-10 per week

Slideshare 1 per week

Pinterest 1-2 unique pins per week (first-

party content)

5-10 per week

Instagram 1-2 per day

Best Practices?

http://www.salesengine.com/sales/10-tactics-for-evolved-social-selling-mastery/

BLOGGING *1 per day 3 per week

http://blogs.constantcontact.com/social-media-posting-schedule/

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GROW

© Gadget Ninja

Build Your Community

http://moz.com/blog/a-visual-tour-through-the-basics-of-social-media-marketing

Who to connect?

What purpose?

The Tipping Point is that

magic moment when idea,

trend, or social behaviour

crosses a threshold, tips,

and spreads like wildfire.

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Hashtag search

Google Alerts

Klout & Kred

LinkedIn Pulse

Twitter #Discover

Information Databases Magazine, Newspaper, Encyclopedia and Academic

Journal Articles

ETC…

Find & Get Ideas for Content

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Anyone can create and

share free content, but it

effectively belongs to

platform. We do the work,

they reap the profit. Like

Feudalism - the landlord

has all the control.

~Nicholas Carr

Digital Sharecropping

© Innogage

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Spend Time and Energy Creating

for and on YOUR ASSETS

“Visiting a company’s website is the

number one way fans prefer to stay in

touch with the brands they love, outranking

Facebook all the way down at number five.”

~ Forrester Research

1. Well-designed website

2. Opt-In Email List

3. Reputation for value

http://www.bandt.com.au/marketing/unpaid-social-

media-marketing-myth

http://www.copyblogger.com/digital-sharecropping/ 36

Want Your Own

Social Media Butterfly Image?

EMAIL

Headshot (straight)

Id social media apps for business/personal

2 colours (RGB format) represent your business

Colleen G. McCauley info@earthtobusinessmarketing.com

Use as a profile image, &/OR

post with a social media tip/question 37

YOUR GOAL

Create content that leads to

conversation, which builds a

relationship that translates into

a return on investment!

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Social Media

Butterflies

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