From the type of content you share to the frequency of your posts, they'll do a deep dive into the things most businesses do wrong when it comes to their social media effort, and give you suggestions to avoid making those mistakes. Plus they'll look at companies doing it the right way and identify the tips and tricks you can use so that your company’s social media presence becomes a shining example of what to do.
For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.
1. The FIVE Biggest Social Media Mistakes
And How to Avoid Them
Presented by:
Leslie Vickrey, CEO and Founder
Michelle Krier, VP Marketing and Digital Services
www.clearedgemarketing.com
2. Q&A on Twitter
• We want to hear from you...
• Send us your questions or comments via Twitter, and we‘ll address them during this session as time
permits, or afterwards
Include the following hashtag #SmallBizWeek
Your tweet will show up in our conversation, and be open for the public to view—we look forward to replying to
your messages from there
Also, follow us at:
- @CrainsChicago
- @lvickrey
- @michellekrier
- @clearedgemktg
- @ITABuzz
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 2
3. ITA Affinity Partner
• ClearEdge helps ITA members stand out from the crowd and win new opportunities. Through the following
services, we help ITA members improve lead generation, expand brand reach, build name recognition and
enhance relationships:
Branding & Messaging
Digital/Interactive/Social Media
Public Relations
Campaigns
Sales Collateral
Event Support
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 3
4. Agenda
• Five Biggest Mistakes
• Honorable Mentions
• Case Studies in Social Media
TrunkClub
EmPowerHR
• Discussion
Thank you to our case study participants!
• Final Questions
Trunk Club: Joe Jarvis
@TrunkClub
EmPowerHR: Pat Cerone
@EmPowerHRpro
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 4
5. 5 Biggest Mistakes
1. Not knowing your social targets
2. Implementing a scattered strategy
3. Sharing without listening
4. Putting the wrong person in charge
5. Making poor content choices
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 5
7. Who‟s Your Target?
• Have You Defined Your Social Media Audience by Site?
Customers/clients – Where are they active online?
Key media – Where are they active online?
Job seekers – Where are they active online?
Employees – Where are they active online?
• Conduct Market Research: What You Need to Know
Are your key audiences on social media?
Where are they?
How do they interact with brands in the social media space?
What kind of content do they respond to?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 7
8. Follow the POST Methodology
People. What kind of clients and prospects do you
have? Where do they spend time online?
Objectives. What are your goals for using social
media? Gain insights? Activate raving fans? Brand
awareness?
Strategy. How do you want to change your
relationship with your community over time? What do
you hope to get out of these relationships?
Technologies. What applications should you use to
reach your audience?
Source: Forrester Research
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 8
14. Why You Need Social Media Strategy
• Need to be able to measure progress, success and ROI
With no plan, there is nothing to measure
• Need to allocate RESOURCES
Who can contribute?
• Need to know who‘s RESPONSIBLE
Leadership and accountability are vital to any marketing or technology project
• Need to establish SOCIAL MEDIA OBJECTIVES for all business groups
Marketing – branding
Sales – leads
HR – candidates
R&D – product/service insight
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 14
15. What Your Strategy Must Define
WHY the business is engaging
social media?
WHAT the business wants
social media to accomplish?
HOW each of those goals will
be achieved.
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 15
16. Conduct Research: Lead Generation Example
• Facebook is the most important social media lead generation tool for B2C MARKETERS
77% acquired a customer through Facebook
60% acquired a customer through company blogs
• LinkedIn is the most important social media lead generation tool for B2B MARKETERS
65% acquired a customer through the professional network
60% acquired a customer through company blogs
43%Facebook
40% Twitter
— Data Source: Hubspot, February 2012
16
17. ITA Survey Results
Q: What is the main
reason your
business uses
social media?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 17
18. ITA Survey Results
Q: What‘s next on your social media agenda?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 18
19. ITA Survey Results
Q: Does your company have a social media policy?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 19
20. Social Media Strategy Questions
Does your company have a social media strategy?
Does your company have a social media policy?
What are the biggest challenges in developing social media strategies and policies?
20
22. Sharing without Listening
• Too much focus here
• Not enough focus here
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 22
23. Sharing without Listening
• Social media is about connecting…
With clients/customers
With prospects “63% of B2B marketers are either vaguely aware or not
With media aware what is being said about their companies online”
With partners Source: Penton Marketing Services„ 2011 B-to-B Marketing Needs Survey
With employees
• If you‘re not listening, you are losing…
Fans
Opportunities to improve and get ahead of the competition
- Suggestions from customers, insights into product/service trends
Business leads
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 23
24. What to Remember
The four key benefits of social media for users:
1 2
Community Communication
3 4
Collaboration Collective
Intelligence
Source: Steve Nicholls, ―Rethink ‗Social‘ for Your Supply Chain," Supply & Demand Chain Executive
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 24
25. Critical Listening Tips
• Check regularly for comments and tweets Is anyone I have a
listening? great idea…
• Respond!
• Follow the conversations…wherever they go
Competitor sites
Blogs
Industry groups and publications
Very cool….
I don‟t
like….
“51% of best-in-class companies use website social sharing
tools, compared to 36% of average firms while 49% use keyword-
based social media monitoring, compared with 39% of their more
average peers. “
—Aberdeen Group 2012 Study: "B2B Social Meeting Marketing:
Are We There Yet”
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 25
27. Social Listening Questions
Does your business struggle to listen via social media?
Have you gained business insights from customers/clients on social media?
What keeps you from listening?
27
29. Is Your Social Media Specialist Right?
• Questions You Need to Ask
How well does he/she know the company and its products/services?
How seasoned is he/she on the job and in the industry?
How well connected is he/she across your organization and customer/client /partner base?
What‘s his/her social media background?
What‘s his/her digital marketing background?
Has he/she been trained?
What qualifies him/her for the role?
Remember: Social media is user friendly but not easy!
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 29
30. What Knowledge Should a Social Media Champion Have?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 30
31. What Traits Should a Social Media Champion Have?
• Love spending time online
Extremely comfortable with social media as a private user and a business user
• Excellent communication skills
Writer
Editor
• Good at making connections
Able to communicate and engage people of different backgrounds
Able to engage audiences and identify what is important to them
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 31
32. Social Media Manager Questions
Do you have a social media manager?
Do you think you have the right person on the job?
What skills or traits are hardest to find in a social media manager?
32
33. ITA Survey Results
Q: What has been
your biggest social
media win?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 33
34. ITA Survey Results
Q: What are your
biggest social
media challenges?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 34
36. ITA Survey Results
Q: What type of
content does your
company post on
social media?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 36
37. ITA Survey Results
Q: How often do you update your MOST utilized social site?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 37
38. ITA Survey Results
Q: How often do you update your SECOND MOST utilized social site?
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 38
39. Common Content Issues
• NOT ENOUGH content
Content is not fresh enough to keep people coming back
- “92% of blog users who posted multiple times a day acquired a customer through their blog. That figure falls
to 66% for those who blogged monthly and 43% for those who posted less than monthly.”
(Source: Hubspot: Online Marketing Opportunity Report)
• Not USEFUL OR INTERESTING to visitors
Content that is only about the business and its happenings will bore visitors
Content must speak to their interests
Content must inform or entertain
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 39
40. Common Content Issues
• Lack of ORIGINALITY
Too much taken from other sources without providing original content
Linking away sends visitors…away
• CARELESSNESS
Private message goes public
Insensitive or offensive content distributed
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 40
41. Unfortunate Examples
Chrysler Qantas
―I find it ironic that Detroit is known as the Company launches a ―win a Dream Luxury flight‖
#motorcity and yet no one here knows how to Twitter contest one day after strikes ground its
f**king drive‖s engaging social media? fleet and thousands of customers flights have
been canceled. engaging social media?
Kenneth Cole
“Millions are in uproar in #Cairo. Rumor is they heard our new
spring collection is now available online at http://bit.ly/KCairo -
KC‖ social media?
Source: “Top 12 Social Media Blunders of 2011,” Inc.com
41
42. Ways to Improve Content
• EXPAND who is contributing and define their audiences
SMEs
Executives
PR/communication staff
• POST HIGH-VALUE content consistently
Use a schedule/content calendar
• VARY content
Video, blogs, graphics, photos, articles, events, links, podcasts, etc.
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 42
•
43. Ways to Improve Content
• Have a GATEKEEPER
Nothing should go out unvetted
• TRACK responses
Leverage data to understand what content gets good response
• Focus on SEO
Use SEO best practices to improve how prospects find you online
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 43
44. Social Media Content Questions
Who produces the majority of your social media content?
What kind of content do your visitors respond to best?
What content do you enjoy most on social media?
44
45. Recap: 5 Biggest Mistakes
1. Not knowing your social targets
2. Implementing a scattered strategy
3. Sharing without listening
4. Putting the wrong person in charge
5. Making poor content choices
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 45
46. Social Media Mistake Honorable Mentions
They didn’t make our top five,
but here are a few more mistakes to watch out for:
• Being unclear or confusing your audience: Google April Fools product launch
Google made a big blunder with this when they released Gmail on April Fools Day
• Telling customers or clients they are wrong: Apple
Steve Jobs rudely responded to users who found a legitimate, if small, iPhone glitch
• Failing to respond with grace: Ryan Air vs. Red Cross
Ryan Air mocked a user who noticed an online hiccup
Red Cross leveraged an accidental tweet from its staff to create an innovative blood for beer blood drive
• Restricting social communications – Walmart
Walmart suffered powerful social media backlash after deciding to restrict what users could say on its
social media sites
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 46
48. Trunk Club – Joe Jarvis @TrunkClub
• Who they are: A men's clothing service where a personal stylist handpicks a trunk of high-end clothes and
ships it to you for free.
Discussion: Find TrunkClub on:
• Social media management
• Business goals for social media
• Biggest challenge
• Recent trends
• Advice
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 48
50. EmPowerHR – Pat Cerone @EmPowerHRpro
• Who they are: An HR company that offers expertise and value to small and mid-sized businesses, in both the
Chicagoland area and throughout the country.
Discussion: Find EmPowerHR on:
• Social media management
• Business goals for social media
• Biggest challenge
• Recent trends
• Advice
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 50
52. Resources
• Forrester‟s Social Technographic Profile: http://empowered.forrester.com/tool_consumer.html
• List of Monitoring Tools: http://smallbiztrends.com/2012/09/20-free-social-media-monitoring-tools.html
• Social Media tools:
Twittercounter.com
Twiangulate.com
Rapportiv.com
Commun.it
Nutshell.com
HootSuite.com
SproutSocial.com
• ―Rethink „Social‟ for Your Supply Chain," Supply & Demand Chain Executive, Steve Nicholls:
http://www.sdcexec.com/article/10757022/rethink-social-for-your-supply-chain
• "B2B Social Meeting Marketing: Are We There Yet,‖ Aberdeen Group 2012 Study: http://www.aberdeen.com/Aberdeen-
Library/7635/RA-social-media-marketing.aspx
• Pingdom Report: Social Network Demographics in 2012: http://royal.pingdom.com/2012/08/21/report-social-network-
demographics-in-2012/
• Hubspot: Online Marketing Opportunity Report: http://www.hubspot.com/online-marketing-opportunity-by-industry
• Top 12 Social Media Blunders of 2011, Inc.com http://www.inc.com/ss/caitlin-berens/top-12-social-media-blunders-2011#1
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 52
53. Connect With Us Anytime
Leslie Vickrey, CEO and Michelle Krier, VP Marketing
Founder and Digital Services
Tel: 312.731.3149 Tel: 414.617.3103
E-mail: lvickrey@clearedgemarketing.com E-mail: mkrier@clearedgemarketing.com
Twitter: @lvickrey Twitter: @michellekrier
LinkedIn: www.linkedin.com/in/leslievickrey LinkedIn: www.linkedin.com/in/michellekrier
www.twitter.com/clearedgemktg www.twitter.com/clearedgemktg
@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 53