In this series you will learn the essentials of social media marketing and online marketing for small businesses and entrepreneurs. With billions of social media users, learning how to design and use the right social media channels for your business is crucial. But you need to approach your social media and online marketing activities strategically to get real results. So, in this series we’ll share proven social media tips and strategies you can use to reach your business’s goals. By the end of the series you will choose a platform to go “all-in”. Have a plan of action and tools you need for success. Who Should Attend: • Small Business Owners • Start Ups • Those just getting started with Social Media • Those interested in understanding how social media works Class One: Introduction to Online Marketing & Social Media: In this class you will learn what online marketing is, an introduction to social media channels, how to evaluate what’s right for your business, and what you’ll need to get started. Worksheet available for download at: http://bloggerithm.com/blog/intro-online-marketing-social-media-scheduling-slides-viewing/

1. Basics of
Online Marketing &
Social Media Scheduling
Taught By Molly O’Kane
bloggerithm.com/blog

2. You Have a Great
Product or Service
https://www.flickr.com/photos/johnjensen/

3. BUT
it doesn’t seem like
any one can find it
https://www.flickr.com/photos/vestman/

4. LET ALONE SHARE IT
OR CLICK THRU!
https://www.flickr.com/photos/ryanr/

5. WHY ????| Does the Internet think I’m a
LOSER?

6. NO!

7. YOU’RE
JUST
MISSING
SOME
PIECES
https://www.flickr.com/photos/andreanna/

8. TODAY WE
ARE GOING
TO TAKE
YOU FROM

9. TO
FEELING
GREAT

10. What is the hardest part
about online marketing &
social media?

11. Why are you
excited about this
class?
https://www.flickr.com/photos/jdhancock/

12. My Promise to You
1. Social Media & Online Marketing
2. Loads of ideas to try out
3. There are tools to make your life easier!
In about 3 hours you’re going to learn:

14. Meet Molly
Social Media & Marketing Consultant
for San Francisco Small Business
Development Center
With over a decade of starting new programs
from scratch, speaking, and most
importantly, real-life, in-the-trenches
business experience.
I started helping small business owners over
three years ago deal with the sometimes
overwhelming marketing, advertising & social
media aspects of starting a new business.

16. WhatisOnline
Marketing?
Online marketing is any effort to
spread the word about your
company that uses the internet to
reach people.
-Neil Patel

17. 7 Types of Online Marketing
SEO (Search Engine Optimization)
SEM (Search Engine Marketing)
Content Marketing
Social Media Marketing
Paid Per Click Advertising
Affiliate Marketing
Email Marketing

18. Why Should I Care about Online Marketing?

19. 82
92
97 97
77
84
92
95
65
74
83 83
27
43
60
66
0
10
20
30
40
50
60
70
80
90
100
2005 2010 2015 2016
Internet Use by Age Over Time
18-29 30-49 50-64 65 or older
Every year
more
adults
are using
Internet
Pew Research July 2016
Best Ideas all in One Place
www.Bloggerithm.com/blog

21. 12
78
90
8
53
77
5
33
51
2
11
35
0
10
20
30
40
50
60
70
80
90
100
2005 2010 2015
Young Adults Still Are the Most Likely to Use Social Media
18-29 30-49 50-64 65 or older
Every year
more
adults
are using
Social
Media
Pew research July 2016 Best Ideas all in One Place
www.Bloggerithm.com/blog

22. POWERFUL ONLINE MARKETING ON
SMALL BUDGET Social media & Online advantages:
•Free (sometimes)
•Branding tool
•Builds consumer loyalty, community
•Listen to your customers
Social media disadvantage:
•Return on relationship takes time (3-6
months)

23. Close your eyes
and think of your
best customer

24. WHERE?
Who?
Who are you trying to reach?
The more specific the easy it
will be
What?
What are they searching for?
What words do they use on
google & What signals buying
intent?
Where?
Where are they hanging out?
Where are they doing research
prior to purchase?
WHO?
WHAT?
SALES HAPPEN & MONEY IS MADE WHEN..
Best Ideas all in One Place
www.Bloggerithm.com/blog

25. Age Who?
Get out those worksheets!

26. 25
34.5
53
37 34
15
23
45
31.5
25 25 28
72
31
1516.5
11 12
27
8
30
129.5
6
10
17
3
21
2
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Twitter Pinterest YouTube Linkedin Snapchat
% Users by Age in 2016
18-29 30-49 50-64 65+
www.globalmediainsight.com/blog/social-media-users-infographic
www.statista.com/statistics/326452/snapchat-age-group-usa

27. Gender Who?
Get out those worksheets!

28. 48 51
45
29
62
54
30
52 49 55 71 38 46 70
Facebook Instagram Twitter Pinterest YouTube Linkedin Snap Chat
Users: Male/ Female
Male Female
www.globalmediainsight.com/blog/social-media-users-infographic
www.statista.com/statistics/326452/snapchat-age-group-usa

29. Location: Who?
Get out those worksheets!

30. ?
25
MORE DEMOGRAPHICS: WHO,?
GET OUT THOSE
WORKSHEETS!
• Life Events i.e. marriage, baby
• Work
• Income
• Family & Relationships
• Education
• Political
• Ethnic
Best Ideas all in One Place
www.Bloggerithm.com/blog

31. WHAT?
GET OUT THOSE
WORKSHEETS!
• What words are they using to search for
your product?
• How do they talk about your product?
• Are there any signals that let you know they
are ready to buy or are shopping for what
your business does?
• What are they buying the product for?
Best Ideas all in One Place
www.Bloggerithm.com/blog

32. Break Time – 10
minutes

33. # Hashtag
What is a Hashtag?
A tool that allows
others to find
your content,
based on topics.
Free Ideas & How to for Business Growth
www.bloggerithm.com

34. For example:
(Brand Keyword Hashtags)
#mybrandname #mensfashion
#mensaccessories #mensgoods
#fashion #mensstyle #instafashion
#menswear
More on: Hashtag (activity) Hash Tags:
5- 10 popular tags
that describe my
brand and product
offering overall.

35. For example:
(Product Category Keyword Hashtags)
#bugatchisocks #happysocks
#corgisocks #socks #sockswag
#socksoftheday #sockgame
#sockswagg #socksofinstagram
#happysockday #sockwars #funsocks
#happysockday
More on: Hashtag (activity)
Hash Tags:
15-20 popular
hashtags for each
category of products.

36. For example:
(Location Specific Keyword
Hashtags)
#Toronto #TorontoFashion
#TorontoFashionBloggers
More on: Hashtag (activity)
Hash Tags:
3-5 Location
Hashtags

37. For example:
• (Brand Keyword Hashtags) #mybrandname #mensfashion
#mensaccessories #mensgoods #fashion #mensstyle
#instafashion #menswear
• (Product Category Keyword Hashtags) #bugatchisocks
#happysocks #corgisocks #socks #sockswag
#socksoftheday #sockgame #sockswagg
#socksofinstagram #happysockday #sockwars #funsocks
#happysockday
• (Location Specific Keyword Hashtags) #Toronto
#TorontoFashion #TorontoFashionBloggers
More on: Hashtag (activity) Hash Tags:
15-20 popular hashtags
for each category of
products.
5- 10 popular tags that
describe my brand and
product offering
overall.
3 location tags

38. TOOLS: HASHTAG
RESEARCH
• Hashtagify is a hashtag search
engine with data about
hashtags. $9.99/mo.
• RiteTag notifies you when new
hashtags emerge for your
topic. $49/yr.
• Google Trends

39. Google Trends

40. Hashtagify.me See How it Works

41. http://www.hashatit.com
Search engine for
HASHTAGS (#) on
your favorite
social media
websites like
Facebook, Twitter,
Instagram and
Pinterest.

42. WHERE
WHERE?
GET OUT THOSE
WORKSHEETS!
• Where do they hang out? Online, In person
• What are they interested in?
• Where do they do their research before
making a purchase?
Internet, Email, Ask a friend, Social Media,
Blogs, Yelp, Google, Meet up groups, Yahoo
groups, NextDoor
Best Ideas all in One Place
www.Bloggerithm.com/blog

43. 79
32 31 29
24
0
10
20
30
40
50
60
70
80
90
100
Facebook Instagram Pinterest Linkedin Twitter
79% of Adults are on Facebook
% of Adult Internet Users
Pew research July 2016

44. WHO + WHERE + WHAT
WORKSHEET
SALES +HAPPY BUSINESS
OWNER
13
Best Ideas all in One Place
www.Bloggerithm.com/blog

45. Break Time –
10 minutes

46. ASSETS NEEDED FOR ANY
MARKETING & SOCIAL
PLATFORM
• Images & or Videos
• Copy
• Bios
• Business Information
• #Hashtags & Keywords
to Focus on

47. ASSETS NEEDED:
PHOTOS
Types:
• Product
• Life Style
• Casual
• Banners
• Ads
• Cover Photos
• Blog Image

48. TOOL REVIEW:
CELL PHONE
Content with relevant
images gets 94% more
views than content without
relevant images.
So get out those cell
phones.

49. TOOL REVIEW: STOCK
PHOTOS
• Unsplash Free (do whatever you want)
high-resolution photos.
• Death to Stock Photos Free
monthly photos for all your creative
needs. For commercial use, your blog
posts, social accounts and mockups.
• Flickr Creative Commons "Creative
Commons is a non-profit that offers an
alternative to full copyright.“

50. Tool Review: Canva

51. 52
ASSETS NEEDED: VIDEO
Videos work when:
• Authentic
• Entertaining
• Evoke Emotion
• Personal/Relatable
• Useful
• Educational

52. 52
TOOLS: VIDEO DO IT YOURSELF
• Filmora is an all-in-one home video editing
production software that has powerful
functionality and a fully stacked
• PowToon – Create animated videos and
presentations with PowToon to add a
commercial quality experience to your
original content.

53. 52
TOOLS: VIDEO HIRE
• Upworks- Find freelancers and
freelance jobs
• Fiverr is the world's largest
marketplace for digital services. Get
logo design, marketing services,
whiteboards and more, starting from
only $5.

54. ASSETS NEEDED: WHAT
TO CREATE COPY ASSET
IDEASSome Examples:
• EBooks
• Podcasts
• Guides
• Landing pages
• Blogs
• White Papers
• Infographic
• Case Studies
• Surveys
• Tutorials
• Blog Article
• Posts-Social

55. • Feedly –has become the best
option for RSS having grown to
7 million users in recent
months. Add your favorite
blogs and websites to start
filling up your feed with
content

56. •Buzzosumo –Analyze what
content performs best for
any topic or competitor
Including questions

57. Photos Other Recommended Tools
• Quora – The popular social network is a platform for question and answer
discussions. Identify trends from consistently asked questions to inform your
content creation efforts
• Twitter – Search trending topics on Twitter to see what is popular worldwide or in a
specific region to gain insights on what content to develop. Also search hashtags
that are relevant to your expertise and industry to research what subjects of our
interest to your existing audience and potential audiences.
• Reddit – Discover what’s trending worldwide on Reddit for content inspiration on a
variety of topics from across the web. Observing which headlines are more effective
on Reddit can bring insights to the subject of your next article, infographic, video or
other type of content.
• Google +

58. How it works

59. Break Time –
10 minutes

60. One way to ensure the content you share on social is balanced with a mix of
megaphone and conversation is to use a social media sharing plan.
• 80/20 Rule- 80% Content Should reflect Customer Lifestyle & Interests, 20% Should
Reflect you & your Company
• 4-1-1 – 4 pieces of content from others, 1 re-share, 1 self-serving post
• 5-3-2 – 5 pieces of content from others, 3 from you, 2 personal updates
• Golden Ratio – 60% others’ content, 30% your content, 10% promotional
• Rule of Thirds – 1/3 posts about you, 1/3 curated content, 1/3 conversations
Social Media Sharing Plan
Free Ideas & How to for Business Growth @bloggerithm.com

61. SOCIAL MEDIA
SHARING PLAN
80/20 Rule- 80% Content
Should reflect Customer
Lifestyle & Interests, 20%
Should Reflect you & your
Company
Free Ideas & How to for Business Growth @bloggerithm.com

62. SOCIAL MEDIA
SHARING PLAN
Rule of Thirds – 1/3 posts
about you, 1/3 curated content,
1/3 conversations
Free Ideas & How to for Business Growth @bloggerithm.com

63. What are your goals ?
• To reach more people?
• To engage with existing customers?
• To bring more revenue?
Identify Social Media Goals
https://blog.hootsuite.com/social-media-templates/

64. Tips to help you set
social media goals
based on your
objective:
• Branding: If your objective is anything brand related such as
improving brand consistency or reaching a new demographic,
then your goals may revolve around:
Content
Outreach
Followers
“Grow my Facebook audience by 25 followers a week, and my
Twitter followers by 35 a week for the next quarter.”
“Increase total engagement (replies, Retweets and likes) by 25% in
six months”

65. Tips to help you set
social media goals
based on your objective:
• Customer service: When you’re aiming to use social media
as a customer service platform and to communicate with
clients, set goals with these elements in mind:
Response rate
Engagement
Support tickets
“Decrease your average customer service response time to
under 60 minutes”

66. Tips to help you set
social media goals
based on your objective:
• Lead generation: A lot of businesses use social
media as a way to generate new leads. Setting
goals involving these metrics can help you create
better goals:
Web traffic
ROI
Interactions
• “Increase my email sign ups by 25% over 3
months.”

67. S
SPECIFIC
Who, What,
Where, When,
Why, Which
Define the goal as
much as possible with
no ambiguous
language.
WHO is involved,
WHAT do I want to
accomplish,
WHERE will it be
done,
WHY am I doing this
(reasons, purpose),
WHICH constraints /
requirements do I
have?
M RA T
MEASURABLE
From and To
Can you track the
progress and measure
the outcome?
How much, how
many, how will I
know when my goal
is accomplished?
ATTAINABLE
How
Is the goal reasonable
enough to be
accomplished? How
so?
Make sure the goal
is not out of reach or
below standard
performance.
RELEVANT
Worthwhile
Is the goal worthwhile
and will it meet your
needs?
Is each goal
consistent with other
goals you have
established and fits
with your immediate
and long term
plans?
TIMELY
When
Your objective should
include a time limit. "I
will complete this step
by month/day/year."
It will establish a
sense of urgency
and prompt you to
have better time
management.
Your turn to write some goals

68. Who would like to share
their social media goal?
• Volunteers?

69. Turn
Goals into
Milestones
21
Milestone 1
Milestone 2
Milestone 3
•Creating milestones is great for
morale and also to make sure
you’re progressing on schedule.
Goal
Completion

71. BRAINSTORM TYPES OF
CONTENT CREATE & SHARE
• Themes
• Topics
• Lifestyle
• Images
• Videos
• Posts
• Blogs
• Promotions
• Tutorials
Tumblr

72. Planning Tasks
to get to the goals
24
A goal without a plan is just a wish.

73. Now that we have a plan, Lets talk about time
saving and organization tools

74. 2017
D
Starting
with Creating a Calendar

76. • If you already have a
Google account, then
Google Calendar is a
natural first choice for
building out your
content calendar.
• you can easily use its
features to organize
your social posts for
the next month.
Scheduling Organization Tools: Google Calendar

77. Start with two
columns:
• One for post
ideas
• One for
scheduled
posts
Scheduling Organization Tools: Trello

78. • Create a Content Calendar
• Manage a Creative Asset
Library
• Organize Influencer
Correspondence
• Build Your Resource Library
• Plan a Social Media Strategy
• https://blog.evernote.com/blog/2016/05/02/how-to-power-social-
media-productivity-with-evernote/
Scheduling Organization Tools: Evernote

80. A platform that lets
you
• managing
multiple
networks,
• schedule content,
and
• engage with their
audience
• —all in one
place.
Scheduling Organization Tools: Hootsuite

81. Scheduling Organization Tools: Buffer
A platform that
lets you
•Schedule,
•publish and
•analyze all
your posts in
one place

82. •For Pinterest
•Schedule Pins,
•Discover Content,
Monitor Pinterest,
and Measure Results.
•All in One Platform.
Scheduling Organization Tools: Tailwind

83. •For
Instagram
Schedule &
manage your
Instagram
posts
Scheduling Organization Tools: Later

84. • Google Analytics: Google Analytics makes it easy to
track your traffic from social media, create campaigns
and figure out your ROI. It’s also helpful for tracking
metrics for social media sites that don’t give you a great
amount of data like Snapchat or Instagram.
• Individual social media platforms: Certain platforms
like Facebook, Twitter and Pinterest will give you further
insight and metrics that will be helpful depending on
your goals.
Tracking Social Media Success (ROI)

85. 0
25
50
75
100
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2007 2008 2009 2010 Untitled
1
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Google Analytics: Google Analytics makes it easy to track your traffic from social media, create
campaigns and figure out your ROI. It’s also helpful for tracking metrics for social media sites
that don’t give you a great amount of data like Snapchat or Instagram.
Individual social media platforms: Certain platforms like Facebook, Twitter and Pinterest will
give you further insight and metrics that will be helpful depending on your goals.
TRACKING SOCIAL MEDIA SUCCESS (ROI)
Tumblr.
63

86. What Did We Learn Today
• What is online marketing
• Why we need to market online
• Assets we need for social media
• How to set social media goals
• Tools To Save Time

88. If you loved the class, I would love to hear about how
you will use what you learned
Before you leave write a review
@Bloggerithm on Facebook