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Optimizing Your Online Presence: LinkedIn, Pinterest, and Instagram

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Optimizing Your Online Presence: LinkedIn, Pinterest, and Instagram

  1. 1. BEST STRATEGIES FOR CREATING YOUR ONLINE PRESENCE LINKEDIN, PINTEREST, AND INSTAGRAM SAN FRANCISCO, CA 6/4/15 presented by Robin Frank
  2. 2. Yours Truly Social Media I work with companies large and small to help them build and tune-up an engaging online presence. I’m known as a dynamic speaker and speak regularly at national conferences, companies, and events. Personal Branding I help individuals in many fields create powerful personal brands. My personal branding strategy is featured in the recent book “Digital Marketing” written by Larry Weber and endorsed by Reid Hoffman (Chairman, Founder/LinkedIn) and John Donahoe (CEO/eBay). Reboot Camp Innovative program to help Moms confidently re-enter the workforce after a break. Six inspiring and pragmatic sessions cover topics from networking and interview skills to social media and personal branding, plus two hours of one-on-one coaching. Mom Twin 8 Yr old boys Live in Mill Valley
  3. 3. Today’s Workshop • A great online presence • LinkedIn • Pinterest • Instagram
  4. 4. Where Does Your Audience Hang Out? • Consolidate you social strategy ▫ Each platform has its goals and messages ▫ Your brand is consistent between platforms ▫ All platforms work together to establish strong relationships with your audiences/communities ▫ Inspire loyalty and get people to tune in
  5. 5. MED: Minimum Effective Dose (Tim Ferris) • Maintain a regular social media presence without getting sidetracked or overwhelmed • Varies – find your recipe and stick to it ▫ Daily - posts on 1-3 platforms + interact with audiences/blogs/influencers you want to build relationships with. Pins/Instagram can be 10-20. Piggyback on current events ▫ Weekly – status update on what you are working on and/or blog post ▫ Monthly – blog post, video, listening - look for missed opportunities and re-evaluate hashtags • Monitor -1-2 metrics ▫ Size of your networks, shares of your content or info, referrals, views
  6. 6. Let’s Dive In!
  7. 7. LinkedIn is Networking Nirvana
  8. 8. LinkedIn is a Major Traffic Driver
  9. 9. Just How Important is Your LinkedIn Profile?
  10. 10. It’s a No-Brainer • Update your profile ▫ Keeps you top of mind with your friends and connections ▫ Particularly if you post updates as well 10
  11. 11. Customize Your Profile URL • While on your LinkedIn profile page, your URL has some strange characters and looks funny - this is not the URL you want to share • Click the Edit icon next to the URL link under your profile photo • First come/first serve • Use it below your email signature, blog, business card, etc.
  12. 12. Use a Good Image • Your photo sends a strong message of who you are • Use a head shot with a clean background, a smile and a clear view of your eyes • Best photo is a smiling face and a little bit of your shoulders • Make sure it isn’t blurry, or grainy
  13. 13. Not this
  14. 14. But This!
  15. 15. Optimize Your Headline • Most people only look at your picture and headline • Craft a compelling headline, even if you are not employed
  16. 16. Your Headline = Search Keywords • You have 120 characters to play with – maximize it ▫ Keywords used by ideal clients to search for what you offer  Look at others in your industry  Use Google Adwords Keyword Planner  3 keywords that represent your job history and ideal job ▫ Use "Show examples”
  17. 17. Skills/expertise • Others endorse you for skills - and it shows up below your work experience on your profile • You can add, remove,and reorganize skills
  18. 18. Your LinkedIn Summary • Similar to an Objective on a resume • NEVER be dry and dull ▫ It’s a first impression ▫ Project some personality • Reflect your professional brand ▫ Why you got into your industry ▫ What you love about it/why you do what you do! ▫ What kind of professional you are • Beware of buzzwords ▫ Banish the beige word speak
  19. 19. Beef Up Your Summary Section • Contact info first (or easy to find) • Use first tense - I was…. • 3-5 paragraphs - bullets in the middle • Walk through your work passions, key skills, unique qualifications, and industries
  20. 20. Business Operations I Strategic Planning I Digital Marketing I HR Program Management
  21. 21. recommendations • 10x increase of your ranking • Add a personal message when you ask for a recommendation • Be strategic - your recos should emphasize different talents and aspects of your skills • You can choose to hide/display any recommendation Recommendations
  22. 22. Be Strategic About Recommendations • Look at jobs you want - map your skills to those required by the job and strategize • Which of your managers can speak to each skill? • Ask each person to discuss three skills - and provide those • Ask them to include: How long they’ve worked with you, background on how they know you, description of the three skills you asked them to discuss, and at least one specific success example • Offer to write it for their review • Find people similar to you and look for recommendations you find compelling
  23. 23. Get Noticed By Your Network • Update your status • Like, comment and share your connections’ status updates • Make a change in your profile (add a new skill) • Write a recommendation • Get recommended (ask) • Endorse someone’s skills • Join a group • Follow new company • Follow new thought leader • Make a new connection
  24. 24. PINTEREST
  25. 25. Make Your Website Pinterest Friendly • One-click follow or repin options - widget • Add buttons to your images on WordPress, Tumblr, Blogger and Wix. You can even add the widget to your iOS and Android apps. • Add Pin it to all of your images • Keep track of which images are pinned most— it’s a good gauge of which ones are most attractive to your audience
  26. 26. Brands that adopt the Pin It button See Greater Image Distribution • Three months after Allrecipes added the Pin It button, more than 50,000 recipes were shared to Pinterest - and continues to rise • This is purely earned media—a critical driver of brand awareness
  27. 27. Write Pre-populated Pin Descriptions • Make it seamless - provide a relevant description so the user doesn’t have to • If there is no text/uninspiring text - the user does one of two things • Pins the image with the lame description (which hurts the chances of repins and subsequent click-through traffic) • Writes their own description (which may not include a brand or product mention) • Great copy combined with great images not only increases repins, but also click-throughs to your site
  28. 28. Watch What Pinners Do • How are users talking about your product? Which keywords are they using? How do those fit with your brand, product or content? • These insights can help you make more educated marketing decisions and drive engagement on your website • For instance, let’s say one of your products is frequently described using the term “gift” - then start using “gift” in your content and pin descriptions
  29. 29. Creating Boards • Titles • Use keywords in your title - since Pinterest has fantastic search capabilities • Category • Make sure that you select a category for each board to help people find them and for Pinterest to recommend your board as well • Description • Use keywords in your description and keep in mind that people can tweet your pins - so keep it short, interesting, and relevant • Images • Create vertical images to maximize real estate • 735 pixels by 1102 pixels
  30. 30. Quick Tips for Pinterest • Approach Pinterest Like a Search Engine • Pinterest is replacing Google as a search engine for a lot of people • Strategically name your image files and choose text for your board and pin descriptions to attract those ideal customers • Interact with those who are repinning, favoriting and commenting on your content • Keep an eye on your notifications and reach out • Use Secret Boards to save pins for later or save ideas
  31. 31. How to Pin a Graphic • Add your custom Pinterest image with your branding and website on it • Add 100 – 200 words of text to describe your pin using relevant keywords • Add a link to your blog article or home page in the description • Edit the pin to add the link in the source
  32. 32. Pinterest Marketing • Build relevant links back to your website or blog • Use links in two places - the description and the source for the pin • Embed pins on your blog • Great way to get more repins • You can create an embed code on the Pinterest site. • Share your pins and boards on other social media channels • See what pins are popular and re-share them on other Pinterest boards or on social networks • Tweet your pins and share them on your other social networks where they are relevant • Use a “Pinterest for business” account for analytics • Have a pinnable image on every post that you publish • Create a bigger image of 735 x 1102 to pin, then share the pin with the blog link
  33. 33. Build Authority on Your Topic • Curate boards with great relevant content • Build interest with a tips board • Joan Stewart, of the Publicity Hound blog, built a beautiful, rich board called 50 Tips for Free Publicity • She created a series of coordinating pins with the same branding and shared her knowledge of publicity • How could you do that?
  34. 34. Create Collaborative Boards • Join collaborative boards • Can help you reach a new group of pinners and have your pins be seen by more people • Be careful which boards you join because all the pins will show on your Pinterest presence as well • You can only select the cover photo if you are the owner of the group board
  35. 35. Look at the Big Guys • http://smallbiztrends.com/2014/11/brand-strategies-on-pinterest.html 35 http://smallbiztrends.com/2014/11/brand-strategies-on-pinterest.html
  36. 36. Show Pins to Newsletter Readers • Include a few of your best Pinterest pins in your weekly newsletter or your regular email • Include a screenshot of your Pinterest Pin(s) in your newsletter • Place a clickable link on the image that links to the Pinterest Pin that takes them to that pin on your board - and they can browse from there • Use “pin this” as a CTA
  37. 37. Find Popular Group Boards • Using Pinterest group boards is an excellent way to reach more people to get repins, followers and traffic • There is no search feature on Pinterest for this • Use PinGroupies and search with the repins option as the more repins the board gets the more engaging it is • You can also search for a board with a specific title or description
  38. 38. Promote Your Presence • Tweet about Pinterest 2-3 times a week • Post on Facebook once a week to once every two weeks • Send an email mentioning Pinterest and feature a Pinterest profile widget at least once a month • Add a (free) Pinterest app to your Facebook account • Optimize your website with a profile widget, ‘follow us’ buttons, and ‘pin it’ buttons on your images
  39. 39. Drive Traffic With Blog Boards • A blog board is a place for your followers to find all your blog posts • Followers also automatically see any new blogs you pin on their homepage • Make sure you name your board using relevant keywords, so it’s easy for followers to find in search engine results • After you publish a blog post on your site, pin it onto your board • Make sure to include a brief summary of the article, a relevant high-quality image and a link back to the blog post itself
  40. 40. Track Pins from Competitor Domains • Probably desirable pinners of your content too • Pinalerts lets you set alerts for when items are pinned from any domain – like your competitors’ websites • In the following example there are 2 items pinned from Jeff Bullas’s website and they’re pinned to 2 boards • Now you can check out the number of pins, boards and followers each pinner has • If they’re pinning relevant content from one or more of your competitors and they’re reasonably active with a good following, start following them - you have a good chance they will follow you back and start to pin your content
  41. 41. Let Others Bookmark Your Content • Publish a blog post, then pin an image from the article to a board • Copy the url of the pin • Use that same image for a post on your Google+ page • In your Google+ post, include both a link to the blog post for those who have the time to read the article then and there, and a ‘Pin it for later’ link back to the pin in your Google+ post. I’ve found that this works best if included at the bottom of the Google+ post.
  42. 42. Pinterest Analytics • To gain access to your Pinterest account’s analytics, verify your website and then from the Settings menu • Toggle data between any time interval of your choosing from the calendar or quickly sort through to activity from yesterday, 7 days or 14 days • Look at top pin impressions, repins, and clicks
  43. 43. Top Pins • Pins Created From Your Website’s Content • This lets you know the daily average number of pins from your website • Helps you determine interest and engagement of your website content
  44. 44. Percentage Change • Pay attention to a rise or fall in pins generated from your website • Look for the correlation to visual content added to your site, and look for similar content in the future to encourage more pins • If you’ve seen a fall in pins - the reverse is true • Give newly added content two weeks to begin to gain traction on Pinterest before reviewing your analytics
  45. 45. Repins From Your Website • Keep an eye on the Repin metric and compare it to the Pin metric to understand how your visuals are resonating • The number of repins helps you understand whether your visual content is resonating with pinners who originally pinned your content • Repins give your content the chance to be seen by users not following you who could potentially share your content or follow your boards
  46. 46. Pin to Repin Metric • Comparing the Pin metric to the Repin metric can be extremely helpful in determining whether the visual content on your website is not only of interest to your existing customers and website visitors, but to new broader audiences that may not have heard of your business and offering • The indicator of success is getting those images repinned onto more boards to grow your audience with new followers and potential customers. 46
  47. 47. Reach • The daily average number of people who saw your pins on Pinterest • Get a better understanding of the true influence of your recent pins and repins • It’s more valuable, in terms of getting more exposure, if someone who’s pinning or repinning your content has 400,000 followers as opposed to 40. • How large an audience your content reached for both branding purposes and as a comparison to how much traffic your content did or didn’t drive to your website
  48. 48. INSTAGRAM THE GRAM
  49. 49. Instagram is Now More Gender Balanced • Instagram has edged out Facebook and Twitter in terms of prestige among young users • Growth has made it less female-centric - in the US men now account for about half of Instagram's users • Instagram has over 200 million users, just behind Twitter, with younger users driving uptake • The app has reached the youth tipping-point - more than half of American 12- to 24-year-olds said they had an account on Instagram in early 2014...
  50. 50. How to Create an Instagram Bio That Draws in Followers • Name • Your name and username are the only fields that Instagram considers in search queries • So if there’s a keyword or niche that you want to be able to be searched for, including this in your name will increase your chances of being found • Tell Them What You Do • Explain what makes you unique, what you can do for them, and what you share on Instagram • Make It Interesting • Instagram is about having fun- and your bio should reflect that fun side of your personality • Use humor, make people laugh, know your audience • Draw people in and make them want to follow you - this is your sales pitch • Use Keywords • Keywords aren’t used on Instagram in the same way that they are on other sites • Hashtags work well and are easily searched on Instagram - but hashtags in your bio aren’t clickable and won’t show up in search results • Use keywords that target your audience and niche to help users better understand who you are and what you have to offer
  51. 51. More on Your ‘Gram Bio • Customize It • Your Instagram bio shouldn’t be exactly the same as your Facebook, Twitter, LinkedIn, or Google+ profile bios • Your Instagram bio can have some similarities and keep the branding content that you use on other sites, but it shouldn’t be a direct replica • Craft a customized bio that represents your brand and personality but that fits within the Instagram format and culture • Space It Out • Instagram allows you to space out your bio vertically- this will space out your content and make it more legible
  52. 52. 7 Ways to Generate Traffic 1.Use the link in your bio to send Instagram followers to the most ideal location. This can be a blog page, a home page, a product page, or a lead/landing page. To accurately track clicks, I also recommend you use a custom link (from bit.ly or other services). You need to direct people to this link in your bio in order to really drive traffic – use calls-to-action in your post captions inviting people to click on the link in your bio 2.Use appealing images. They should show your products in an “atmosphere” not just as stand alone items. Use a variety of images (behind the scenes, tips and advice, promotions and discounts, celebrations, etc.) 3.Use creative videos. Show the real side of your business - use how-to videos, answer frequently asked questions, offer greetings, show celebrations, or use blooper reels even 4.Use hashtags to generate exposure and get more engagement. Find hashtags relevant to your business or industry. Don’t use too many – I recommend 5-10 per post, and mix in a variety of popular hashtags as well as less popular hashtags 5.Exclusive content. Share images and videos that followers can only see on Instagram. Offer Instagram exclusive promotions and discounts. 6.Be active and engaging. Like and comment on a lot of other people’s posts. Share content regularly to show your commitment to your audience. When people respond to or comment on your posts, make sure you are engaging with and responding to them. Make sure to @mention them so they see your response. To increase engagement, ask questions and invite conversation through your image captions. Follow people - if you have thousands of followers but only follow 10 people, you don’t look very social. 7.Have a strategy! Just like every other social media site, if you don’t have a strategy on Instagram, you won’t successfully drive traffic, nor will you see much success. You need to know who your audience is, why they’re on Instagram, and why you’re on Instagram. Then figure out what you want to post and when you’re going to post. Use analytics (more on that later)
  53. 53. 5 Ways to Improve Your Instagram Marketing
  54. 54. Add a Link to Your Instagram Profile • The only place where you can put a clickable link on Instagram is in your profile, below your bio description • If you’re going to see any success with Instagram, you must use this link effectively • The most important thing to link to is your website URL - but could be your blog page, your product page, a custom landing page, a lead generation page too • Want people to go to a specific product page for two weeks and then change it to a new product page after that? Just change the link. If you’re running a contest and want people to opt in or register on your website, make this page the link in your Instagram profile. Then change it back to your default page when the contest is over.
  55. 55. Track Traffic From Instagram • Google Analytics won’t recognize mobile traffic that comes from Instagram. It has to do with the process of having to select a browser when navigating away from Instagram. Therefore, when someone clicks on the link in your Instagram bio, Google Analytics records the traffic as direct, not a referral from Instagram. • This can cause confusion when you check analytics • The best fix is to use a trackable link in your Instagram profile. Instead of listing the full URL, get a Bit.ly or goo.gl link that allows you to track clicks. Use a trackable link for each of your Instagram URLs - so you know how much traffic each link is driving to your website
  56. 56. Showcase Products and Services • Tell your business story through images and videos • Put your products and services in context so your audience connects with them • An image of a new necklace on a counter doesn’t convey the same feeling as a photo of someone wearing that same necklace with a coordinated, styled outfit • Take it a step further: put that person in an environment, such as at a party, with family, in a park or all of the above • Michael Kors does an excellent job of showcasing their products in a familiar environment with someone wearing them
  57. 57. Share UGC/Non-Product Photos • If customers post photos with your products, share them as user-generated content (UGC) • A reposting app will allow you to give the original user credit, while showing your audience how others enjoy your product • Photo Repost, Repost, Iconosquare
  58. 58. If You Don’t Sell a Product/Service • Companies that don’t have tangible products to sell can still use Instagram to showcase their services • Take photos and videos of key employees, customer interactions or other related actions such as navigating your website. 58
  59. 59. Before/After Photos • If you travel for work, visit different branches of your company or even interact with people around town, and take photos of real-life encounters to showcase who you are • Ask questions of the locals to increase engagement too.
  60. 60. Use Text Overlays on Images • Another way to add pizzazz to your Instagram photos is to put a text overlay on your image - you can use this to share tips, promote a sale or brand a pic • Use a desktop tool like Photoshop or PowerPoint or a website like Canva or PicMonkey to create text overlays on your images • Use the text overlay to list the price or options for a product, advertise a sale or limited-time offer or promote an event
  61. 61. Use Clear Calls to Action in Post Captions • Use the post caption to enhance your post and convey a clear message to your audience • Make sure your CTA sure it’s clear and of value to your followers - the simpler the action, the better the results • No matter how many subsequent comments are added, the original caption will always remain complete and visible beneath the post • While you’re allowed up to 2,200 characters in your Instagram caption, 200 to 300 characters is usually ideal • If you want people to visit your website, ask them to “Click on the link in the bio” or write some other message requesting they navigate to your profile to access the direct link • If you want people to call, email or visit your store, make that request clear in the message. • Also, engage your audience with incentives in your post caption call to action. For example, Nordstrom did a “Like it to lower the price” campaign. For every 10,000 likes they’d lower the price 10%, up to 30% off.
  62. 62. Add Hashtags • Relevant hashtags on your Instagram posts will help increase your reach, engagement and overall visibility • Add hashtags that are related to your business, your post and your target audience. (Avoid popular hashtags or completely unrelated descriptions in an attempt to get on a popular search; these will not help your brand.) • Try to use 10 to 15 hashtags per post - you can use up to 30 hashtags per post, but there’s rarely a situation where that many are needed. • Mix highly popular hashtags (those with hundreds of thousands or more images), moderately popular hashtags (those with thousands of images), less popular (those with fewer than 1,000 images) and your own custom hashtags • When you incorporate your own custom hashtags, you create a virtual gallery of all of your content - when someone searches that hashtag, they’ll find all of your Instagram posts
  63. 63. Share an Instagram Photo to Another Site After Uploading • You probably know that you can share your Instagram post to Facebook or Twitter at the same you upload it to Instagram • You can also go back and share an Instagram post after you’ve already uploaded it. • Find the Instagram post in your gallery that you want to share. Click on the three-dot button at the bottom of the post and select “Share”. The photo and caption will appear as how it will be shared. The original Instagram caption is listed. If you want to edit the caption to say something else, you can edit it here. • Choose the account to share the post to and proceed with the sharing process
  64. 64. Instagram Analytics • Iconosquare • Free platform to use and the only setup required is connecting your Instagram account • Your analytics are updated daily so that you can easily keep track of your information • You can even set up email notifications to receive an alert every time your Instagram analytics are updated.
  65. 65. Analytics on Iconosquare • You can see how many followers you have, how many people you are following, and the total number of likes and comments you’ve received • You can see a graph of how your community is growing broken down into three categories: Followers You Don’t Follow Back, Reciprocal relationships, and Followings Who Don’t Follow You Back • Ideally, you want to have a lot of reciprocal relationships and you want to minimize the number who don’t follow you back. We all have plenty of people (celebrities, businesses, etc) who we follow and who don’t follow us back. But if your goal is to foster relationships and build a community on Instagram, you want to connect with people who have an interest in you as well. • You can see all the people in a category - this is an easy way to go through and manage your connections, whether to follow someone new or to unfollow someone • You can also see your week’s newest followers and your lost followers • At the bottom of the page you can see the people you follow who you are most active with and how many of your “likes” given were to those you follow or not
  66. 66. Optimize Your Posts • To determine how your posts are performing or how you can improve them, click on the “Optimization” tab on the left menu. • Here you can see when your audience is most actively engaging with your posts, the average lifespan of your posts, and what hashtags you’re actively using compared with the most popular hashtags on Instagram. • Use the Best Times To Post graph Your posts times and frequency are represented by black circles outside the graph. Your audience’s engagement is represented by grey circles inside the graph. The larger the circle, the more frequently that time is active 66
  67. 67. Post Engagement • Click on the “Engagement” tab on the left menu to see your monthly levels of engagement. • You can see how many total likes your posts receive every month and the average number of likes you receive per post • You can also see you most liked photos of all time • You can see how many total comments your posts receive every month and the average number of comments you receive per post. • You can see your most commented posts ever • If you want to boost your level of engagement with comments try different methods: including CTAs on the image itself, asking questions in your post caption, polling your audience for answers, and other methods • To see your most engaged followers every month, look at the “Rolling Month Analysis” to find the list of your 10 most engaged followers 67
  68. 68. Expert Help • Branding • Social Media • Online Marketing • Promotions • Content Strategy • Websites/ Optimization • Speaking • Reboot/Return to Work robeenf@gmail.com robeenf.com GoRebootCamp.com 415 717 7906
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    Mar. 30, 2017
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