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Once you start typing in the forum text box you should get an emoticon button between the formatting and post comment button. You can earn additional emotes by crafting game badges, by purchasing them via the Community Market, or through trading.
Image: http://imgur.com/8nnsqKS
Are you in the Steam client or a web browser?
Do you own any emoticons? Even though the clients chat feature has some "stock emoticons" for every user to use, I just now realzied that clicking the happy face below my forum text box brings up the emoticons I own, and not the stock ones.
You get one from crafting a badge, or you could go to the market and buy one. There are really cheap emoticons there. About .03 dollars.
Collect them by crafting game badges, trade for them, or but them in the Community Market. Most typically cost only a few cents.
Here is some information (lettuce know if you have more questions):
Steam Trading Cards FAQ
http://steamcommunity.com/sharedfiles/filedetails/?id=145245037