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Linda Coles LinkedIn Influencer and author ofStart with Hello Marketing with Social Media 10 Easy Steps to Success for Business Marketing with Social Media Marketing with Social Media Social10 Easy Steps to Success Media for Business 10 Easy Steps to Success for Business Linda Coles Linda Coles First published in 2015 by John Wiley & Sons Australia Ltd 42 McDougall St, Milton Qld 4064 Office also in Melbourne Typeset in 11.3/14pt ITC Berkeley Oldstyle Std First edition published under the title Learn Marketing with Social Media in 7 Days in 2011 © Blue Banana 20 Ltd 2015 The moral rights of the author have been asserted National Library of Australia Cataloguing-in-Publication data: Author: Coles, Linda, author. Title: Marketing with Social Media: 10 easy steps to success for business / Linda Coles. ISBN: 9780730315124 (pbk) 9780730315131 (ebook) Notes: Includes index. Subjects: Social media. Internet marketing. Dewey Number: 658.872 All rights reserved. Except as permitted under the Australian Copyright Act 1968 (for example, a fair dealing for the purposes of study, research, criticism or review), no part of this book may be reproduced, stored in a retrieval system, communicated or transmitted in any form or by any means without prior written permission. All inquiries should be made to the publisher at the address above. Cover design and illustration by Wiley Printed in Singapore by C.O.S. Printers Pte Ltd 10 9 8 7 6 5 4 3 2 1 Disclaimer The material in this publication is of the nature of general comment only, and does not represent professional advice. It is not intended to provide specific guidance for particular circumstances and it should not be relied on as the basis for any decision to take action or not take action on any matter which it covers. Readers should obtain professional advice where appropriate, before making any such decision. To the maximum extent permitted by law, the author and publisher disclaim all responsibility and liability to any person, arising directly or indirectly from any person taking or not taking action based on the information in this publication. Get a wriggle on! This book is dedicated to the nicest man in the world, Paul, who happens to be my best friend too. The threat of no birthday present or card if I didn’t get a wriggle on was the push I needed to get the original book finished. It just shows what you can achieve if you suddenly become accountable to someone! Thank you, my friend. Contents About the author ix Acknowledgements xi Introduction xiii Opening story xv 1 What is social media? Policy, plan and profitability 1 2 Facebook basics and content ideas 29 3 LinkedIn basics and networking using LinkedIn 53 4 Twitter basics and using Twitter for your business 81 5 Online etiquette and preserving your reputation 107 6 YouTube explained 127 7 Google+ and why it’s important for SEO 145 8 Pinterest and pinning the best images 155 9 Vine and Instagram basics to create great video 163 10 Making your website work and promoting your social media efforts 171 vii Marketing with Social Media Wrap 193 Appendix A: Daisy’s social media plan 195 Appendix B: Glossary 199 Index 203 viii About the author Who am I? Hello! I’m Linda Coles, an international speaker and author with short spiky hair. I run a small company called Blue Banana and mainly work from my home office in New Zealand. Paul is the love of my life, Stella and Monkey are my two cats and Daisy is my goat. My background is mainly in retail management working for some of the UK’s biggest retailers, but life in the slower lane beckoned and so Paul and I moved to pastures green south of Auckland. The slower life never really happened, and I continue to work with some really great brands helping them to build relationships with their customers online. I speak a great deal and write about building relationships, an important part of being successful in business, and I wrote the books Learn Marketing with Social Media in 7 Days in 2011 and Start with Hello in 2013. I also write regularly as one of only 500 LinkedIn Influencers, along with Richard Branson, Barack Obama and Arianna Huffington, which sounds very grand and I am very honoured to have been asked. ix Marketing with Social Media I hated English lessons at school, and never became interested in writing until about five years ago, when I started blogging and working with social media. I wrote my first book to share my knowledge with thousands of others in order to make it simpler for them to understand. Had I known at my very first job of delivering milk early on weekend mornings I would become a writer, I would have paid more attention at school. Now, I write content for others, so they can pretend they are writing to their client bases, when really it’s me. The team at Wiley is affectionately known in my house as ‘Team Wiley’, simply a pleasure to work with, and again, people who stretch my mind like an elastic band, sometimes to popping point! The whole editing process is my favourite part, our final chance to make the book as good as it possibly can be, otherwise there is no point in writing it. Connect with me on: Twitter: @bluebanana20 Facebook: www.facebook.com/bluebanana20 LinkedIn: www.linkedin.com/in/bluebanana20 YouTube: www.youtube.com/bluebanana20 Website: www.lindacoles.com, www.bluebanana20.com Google+: https://plus.google.com/+LindaColes Pinterest: www.pinterest.com/lindacoles x Acknowledgements Writing a book is great fun and hard work and so I would like to give thanks to all of those people who contributed their stories and opinions to this book. I am continually inspired by the writing of the other LinkedIn Influencers to give informative content as well as to make people think about how they can do a great job with the tools at hand. Once you realise how simple something is, the fear goes, and I know that if you are feeling as if social media is another language, you will be pleasantly surprised. Enjoy. xi Introduction It’s not what you know, It’s not who you know, It’s who knows you … Anonymous Social media might have some scary connotations for you, but it really need not be like that. If you act online as you do in the flesh, and don’t try to be something you are not, it’s really very easy. Who should read this book? Marketing with social media is something that all brands, both big and small, should now be adding into their marketing mix to make sure they are communicating in the same places that their prospects and customers are hanging out. You may think that marketing with social media does not concern you, but you would be wrong. If your customers expect you to use the relevant sites and you don’t have a presence there, they may just look elsewhere, at your competition. xiii Marketing with Social Media In this book, we will be working through Facebook, LinkedIn, Twitter, YouTube, Google+, Pinterest, Instagram and Vine. One of the most common questions I am asked is, ‘How long is this going to take me?’ My answer to that is simple: when you have your LinkedIn, Twitter and Facebook pages all up and running, you have a plan and you have read this book, you need to spend around 30 minutes per day when you first start out. That’s just 30 minutes per day on marketing your business and communicating with your prospects and clients. What will I learn? By the end of 10 chapters not only will you have a greater understanding of Facebook, LinkedIn, Twitter, YouTube and the others, but you will know more about getting your website to work for you, how to behave online and how to promote your efforts. You will also have created a simple social media plan and a content plan to keep you on track. Also in the book, you will find heaps of easy-to-understand ‘how to’s’ as well as stories about how other companies both large and small are using social media and getting results. Once you have read the book and completed the activities, you will be well on your way to creating your very own successful social media presence. Enjoy! Then make it happen. xiv Opening story On a very wet and rainy Friday morning in June, one of those torrential downpour types of days, the traffic on the motorway was at a standstill: we were going nowhere. I had been on the motorway for nearly two hours on what should have been a 60-minute journey, and it was obvious I was going to be late for my appointment. I made the call to my first appointment and postponed it for another day, then got off the motorway. As I now had a little time to spare before my next appointment, I grabbed a coffee and picked up a Business Today magazine from the bookshop. On the front cover was the country manager for Microsoft New Zealand, Kevin Ackhurst, and I knew I had to act. I had had an idea a couple of weeks previously, but had not done anything about it; now there he was looking at me from the magazine rack — it was an omen, surely. I wondered if he was on LinkedIn and could I contact him through there? Of course he was — most businesspeople are.

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