2. overview
✦ Why social media matters
✦ Social media 101 – the 5W’s of the Big 3
✦ Game planning your content strategy
✦ Social media best practices
✦ Individual goal work
3. takeaways
✦ Understanding Twitter, Facebook, LinkedIn and
others
✦ Why thought leadership matters
✦ The Do’s and Don’ts of online customer
engagement
✦ A general social media plan/content strategy
✦ List of social media tools to assist you
✦ Most importantly, understand that you must PLAN
before you POST
4. “Social media is that which allows anybody
to communicate with everybody.”
- Jim Sterne, author
Social Media Metrics
5. 53% of people on
Twitter recommend 43% of all online consumers are
social media fans or followers
companies or their
products in their
tweets
The average American internet
user watches 30 minutes of video
online per day
45 million people view SlideShare
presentations each month
6. why invest in social media?
(or why we are here today)
(or why we are here today)
✦ Social media is everywhere (and free*)
✦ Develop personal connections with customers
✦ Crisis management
✦ Thought leadership can position your expertise
✦ Brand awareness in a digital age
7. “Social is a part of the mix, not the solution.”
- Gartner
8. Breakin’ Ice: Who are you?
✦ name
✦ title
✦ company
✦ industry
✦ what do you want to learn today? (be
specific)
12. Facebook Factoids
✦ How many current users?
✦ 901 million-plus active users
✦ Outside the United States? (percentage)
✦ 70 percent
✦ The average user is connected to __ community
pages, groups and events
✦ 80
✦ People who use Facebook on their mobile device
are twice as active on FB as those on non-mobile
devices
✦ (Apple integrated Facebook into their latest iOS)
(Kefauver 2012)
13. Facebook Factoids (con’t)
✦ Three ways to be on Facebook
✦ Personal Facebook Profile (Timeline)
✦ Business Facebook (Page)
✦ Business Account Only*
✦ *Limitations include not being able to view users on
the site, add applications, not visible in search and
can’t be ‘friends’ with anyone
(Kefauver 2012)
14. Facebook Factoids (con’t)
✦ Advertising Options
✦ Facebook ad
✦ Appear on the right side of the user
profile / newsfeed
✦ “button style”
✦ Sponsored Stories
✦ “Mark likes SnagMob”
✦ Friends of friends (social proof)
15.
16. Facebook Factoids (con’t)
✦Promoted Posts
✦ Good for sales, customers events or you
simply want more people to see your posts
✦ Facebook Exchange
✦ Retargeting agencies ‘Drops a cookie’
every time a Facebook viewer visits a
website, then ads are targeted towards
them while on Facebook
17. Facebook Factoids (con’t)
The More You Know:
Facebook Graph Search (brand new)
✦Complete all your business profile
information
18. Twitter Trivia
✦ How many users?
✦ 200 million registered users
✦ How many active users?
✦ 100 million active users worldwide
✦ 2012: 340 million tweets a day
✦ Record $800 million venture capital
investment in 2011
✦ Apple integrated Twitter into iOS in 2011
(Kefauver 2012)
19. Twitter Trivia
✦How many ways can you be on Twitter?
✦ One
✦Twitter Advertising Options
✦ Promoted Tweets
✦ Promoted Trends
✦ Promoted Accounts
✦ Enhanced Profile Pages
20. LinkedIn Lowdown
✦ How many members?
✦ More than 200 million members in over 200
countries (More than 12 million are small
business professionals)
✦ As of September 2012, professionals are
signing up to join LinkedIn at a rate of two
members per second
✦ LinkedIn members performed nearly more
than 5.3 billion professionally-oriented
searches in 2012.
✦ More than 2.6 million companies have
LinkedIn Company pages.
22. LinkedIn Lowdown
✦Find a job
✦Hire a new employee
✦Research competitors
✦Find potential leads
✦Bypass the gatekeeper
✦Follow your industry
source: raines design
23. Pinterest points
✦ Fastest growing: 10 million users
✦ Pinboard social photo sharing based on
themes
✦ Great for picture-heavy content (recipes,
food, fashion, crafts)
24. Google Plus
✦ 400 million users (estimated)
✦ Adding 625,00 new users a day
26. What not to do (Keyinfluencer)
✦ Atlanta-based Ketchum VP arrives in
Memphis for a presentation on digital media
to 150-plus FedEx employees
27. on Twitter
“True confession but i'm in one of those towns
where I scratch my head and say "I would die if I
had to live here!”
–
keyinfluencer
28. What not to do
FedEx Responds:
“Many of my peers and I feel this is inappropriate. We do not
know the total millions of dollars FedEx Corporation pays
Ketchum annually for the valuable and important work your
company does for us around the globe. We are confident
however, it is enough to expect a greater level of respect and
awareness from someone in your position as a vice president
at a major global player in your industry. A hazard of social
networking is people will read what you write...
29. FedEx responds:
“True confession: many of my peers and I don't see
much relevance between your presentation this morning
and the work we do in Employee Communications.”
30. “A hazard of social networking is people will
read what you write.”
34. checklist
Have a clear sense of business purpose on your social media
platforms**
Educate your customer-facing employees on privacy and
community policies
This is a long-term commitment; be ready.
Who is responsible? Assign and have accountability
Create a content calendar with meaningful content**
Measure and report results
(source: altimetergroup.com)
35. game planning
✦ understand what to communicate
✦ content strategy
✦ thought leadership
✦ plan, plan, plan
✦ create compelling content
✦ engage your customer
36. game planning
✦ understand what to communicate
(exercise: who are you?)
✦ What do you do?
✦ What do you really do? (responsibilities)
✦ Your expertise / strengths
✦ personal/company brand?
37. game planning
✦ content strategy
✦ “The planning, development and management
of informational content”
✦ A.K.A. a marketing plan for all things social
media
39. game planning
thought leadership
✦ prepare your sources
✦ find information, trade journals, RSS feeds,
iPhone / iPad apps
✦ google alerts
✦ follow on twitter (wefollow)
40. game planning
✦ Plan, plan, plan
✦ editorial calendar
✦ pick your platforms
✦ be prepared & compile information (RSS
readers)
✦ Google Reader, FlipBoard, Read it Later,
Instapaper
✦ retain customer information
41. game planning
✦ create compelling content
✦ utilize your sources
✦ aggregated content
✦ remember it’s a conversation
✦ stay true to your goals and mission
✦ be interesting
42. game planning
✦ engage your audience
✦ trust your plan
✦ respond quickly
✦ ask questions
✦ be prepared for negativity
43. game planning
✦ engage your audience (con’t)
✦ Facebook contests
✦ seek out like-minded customers
✦ emphasis “liking” posts
✦ tag friends and hashtags (twitter)
61. Tools of the trade
“The more hashtags you’re using, the more
conversations you’re entering.”
62. Tools of the trade
rules to #hashtags
✦ Figure out what you want to use a hashtag for
✦ #Don’t #overdo #the #hashtagging
✦ #Makesureyourhashtagisshortandconcise
✦ Jump on other hashtags
✦ Integrate your hashtags into sentences
✦ Remember your hashtags are accessible to everyone
✦ Look beyond the obvious
63. Tools of the trade
Use available data to learn about your audience
Google Analytics
Facebook Dashboard
Recognizing this kind of turnout means that there is a real need for more information and education in this form of marketing.
each social network has their own audience and purpose. While they may compete for the same ad dollars, they can serve very different roles to help you grow your business. Explain what thought leadership is and why it matters Planning is critical to being an effective social media marketer
100s of social media, e-commerce and social networking sites are doing their best to catch our attention
We use social media. Facebook is all around us. We have the LinkedIn app on our phone. But what are we doing with it. That’s why we’re all here, right? “ Just because you own Microsoft Word doesn’t mean you know how to write.” Introductions: names, titles, companies (if specified) and what is something that you want to learn today. (i.e. I want to set up a LinkedIn profile)
If someone tells you they’re a social media expert, run the other way. It’s too dynamic; too ever changing for someone to lay claim to being a social media expert. You’re going to be able to utilize social media, but it’s going to require planning and patience.
100s of social media options are now available vying for our attention. Let’s review a few of the most important ones for business folks
LinkedIn is one of the most underutilized social media tools out there. The iPhone app is fantastic. I found a job through LinkedIn in 2009.
L
United Airlines had no social media strategy when this occurred and no way to protect themselves.
Ok, so know we’ve reviewed the social media platforms. We’ve seen how damaging poor social media communication can be and how powerful it can be if you’re not careful. So let’s talk a little bit about how we can use social media to our advantage, build customers and grow our business. Just like in any great relationship book (or marriage) to understand how to be a better communicator, we need to better understand ourselves and what we’re trying to communicate. LIke any good business or marketing plan, we need to boil down our purpose and goals before we make our first post.
Break into groups of two and introduce yourself - Take a few minutes to answer the following questions: Introduction, name, title, what you do, history, expertise and strengths in your industry. (use strengths that you will parlay into building connections for yourself. what is your personal/company brand? Did your partner get it right? Anything you would like to add or clarify.
There is a strategy involved with content and social media. Determining how to engage and have a conversation with your audience. How do we put one together? We’re going to do that today.
voice - authoritative? friendly, buddies, informative, antagonistic strengths - what strengths provide an advantage over your competition? can you simplify without being negative? audience - are you retaining customers? Upselling? Are you selling new customers? mission - Fill in this blank “I want to <blank> using <platform> (i.e. be a thought leader, steal my competitors customers, introduce a new product/service) end goal - grow business by X% ... have 300 twitter followers by June This all be about brand awareness, but we still need to have a purpose, a general idea
if there’s a takeaway from any of this workshop, it’s to understand the value of thought leadership. It’s the central component of every content strategy plan. How are you providing value for your audience? Here are a few things to keep in mind.
Now you have a group of sources you can pull from. It’s ok to share content.
Engagement is the point of contact you have with your customers.
Engagement is the point of contact you have with your customers.
Engagement is the point of contact you have with your customers.
Particularly Facebook and Twitter
Use hashtags, tags and events for customer engagement. Ask open ended questions to elicit responses.
If you’re a b-to-c business, you need to be on Yelp. Google your business. If you see one of these names near the top of the list, and you haven’t claimed your business, DO IT today. Get access so you can get it right the first time.
Think of your profile as a resume you’re about to give to a potential employer. It needs to be clean, well organized and have that ‘30-second elevator pitch feel’ Crisp, yet there’s more information if you need it. Be honest, professional and clever if necessary. Grammar is key
I really just loved this cover page. I have no idea what this guy does.
This is a small business portal. Standing out from the crowd.
Don’t be afraid to be creative. This is a real estate agent who’s marketing himself different than the other guys.
Mark is going to talk about a strategy he implemented with his last company.
You know who you are. It’s the guy who wants to be friends on Facebook for the sole reason to get the sale. Or one who brags about everything all the time. No one wants to see or hear a braggart. I know a guy in my newsfeed who I do business with where he generally makes four posts a year. He links to his company’s quarterly earnings on Facebook. A general rule of thumb is the 80-20 rule where you shouldn’t self-promote more than 20 percent of the time. Inappropriate language, complaining about anything is frowned upon - Post it if your kids can read it.
Ask good questions. People can be far more honest about your product or service through social media channels. Think of social media as a huge focus group.
Make everything sharable. Everything. If you start a blog, then make sure your fans can see it. You should always have Facebook and Twitter icons linking to your pages, every single time.
Facebook / Twitter / Blog should be dead simple to find: business cards, top of google searches, top of Facebook searches.
LinkedIn Groups will let you keep up with industry trends
LinkedIn Groups will let you keep up with industry trends
LinkedIn Groups will let you keep up with industry trends
