The Fundamentals
of Digital Marketing
Social Media for Boosting Business
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated
companies. All other marks contained herein are the property of their respective owners.
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Welcome!
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© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Meet your presenters
Tina Stock | YP | Executive Director, Marketing
tinastock.com
@tinadstock.
About YPSM
• YP is North America’s largest local search, media and
advertising company
• Our mission is to help local businesses and communities grow
• We generate 40 billion annual impressions on the YPSM Local Ad
Network and have 3,000 marketing consultants helping over 570,000
businesses get, and keep customers
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Meet your presenters
Janet Fouts :: CEO Tatu Digital Media
janetfouts.com
@jfouts
About Janet
• Established Tatu in 1996 for online community
• Wide range of businesses worldwide
• Social media management, advertising
• 4 books on Social Media
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
What is Social Media?
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Get Your Ducks in a Row
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Choose Your Networks
• What kind of communication do
you prefer?
• What networks are your
customers on?
• What are your resources?
• Who’s going to do the work?
• Track everything!
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Your Goals
• Brand Visibility
• Lead Gen
• Customer Support
• Market Research
• Competitive Awareness
• Professional Development
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Facebook
• Engagement is key
• Only 2% of page posts in newsfeed
• Ad rates $0.50 and $1.25 CPE
• Fake fans degrade you and your
page
• Get them engaged
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Facebook
• Share content that matters
to fans
• Curate from external
sources to build affinity
• Learn from what works and
what doesn’t
• Do more of what works
• Promote to stay in the
newsfeeds
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Off Facebook
• Add a Like button wherever you can
• Offer incentives to follow you
• Use traditional marketing
• Make sure content aligns with the
draw
• Be a resource to come back to
• Offer deals and discounts
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Facebook Graph Search
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Twitter
• Great traffic driver
• Short bursts
• Look for opportunities to engage
• Create lists
• Talk to people not at them
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Twitter (Always Be Listening)
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Twitter (Always Be Listening)
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Twitter
•
Use Hashtags
•
Twitter chats
•
Search for people with
problems you can solve
•
5-20 posts per day
•
Schedule posts that
listen and respond
•
Auto direct messages?
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
YouTube
• #2 search engine world-wide
• 1/3 of all online activity is watching
video
• 75% of users visit the website after
watching a video
• 90% of users say viewing a product
video is helpful
**data via DigitalSherpa, Insivia
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Youtube
• Customize your channel
• Keep it simple and casual
• Update consistently
• Respond to comments
• Keyword rich descriptions
• Testimonials
• Haul videos and contests
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Youtube Promos
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
LinkedIn
• Set up a company page
• Add jobs to get more views
• Use Showcase pages for
products
• Share information useful
industry wide
• Get recommendations
• Encourage staff to link and
share
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Putting Together the Pieces
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Efficiency
• Schedule your time
• When are you most effective online?
• When is your network online?
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Tools- HootSuite
• Scheduling and management
• Listening and brand monitoring
• Scheduling
• Manage multiple accts
• Delegate
• Save searches
• Lists
• RSS feed input
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Tools- Buffer
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Tools- SocialBro
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Tools- SproutSocial
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
Questions!
Ask Me Anything
janet@janetfouts.com
@jfouts
JanetFouts.com
TatuDigital.com
408.216.7423
© 2015 YP LLC. All rights reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP LLC and/or YP affiliated companies. All other marks contained herein are
the property of their respective owners.
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Email Marketing Messages
Best Practices
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the Intellectual
property of Property.
their respective
owners.
© 2014 YP
All rights
reserved. YP, the YP logo and all other YP marks contained herein are trademarks of YP Intellectual Property and/or YP Holdings LLC affiliated companies.
All other marks contained herein are the property of their respective owners.
