Social Media Panel Discussion
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The document discusses social media strategies and best practices for several panelists: Jerry Brown from BusinessVoice, Otto Mehrgut from Profit On Hold, Justin Ginsberg from Telephoneonhold.com, and Simon Faure-Field from Equal Strategy. It provides their social media profiles and discusses objectives for social media use, definitions of successful social media engagement, tips for choosing social media experts, emphasizing people over technology, common social media mistakes, and approaches for using and measuring social media.
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Social Media Panel Discussion
- 3. Panel Jerry Brown - BusinessVoice LinkedIn.com/in/jerrybrownatbusinessvoice (500+ connections) Twitter: @businessvoice (750 followers) Otto Mehrgut - Profit On Hold Facebook.com/ottomehrgut (449 friends) LinkedIn.com/pub/otto-mehrgut/1/80/a87 (338 connections) Justin Ginsberg - Telephoneonhold.com Facebook.com/justinginsberg (352 friends) LinkedIn.com/in/justinginsberg (222 connections) Simon Faure-Field - Equal Strategy Facebook.com/faurefield (759 friends) LinkedIn.com/in/simonff (500+ connections)
- 4. What are your Objectives?
- 5. What are your Objectives? Spread word of mouth
- 6. What are your Objectives? Spread word of mouth Create brand awareness
- 7. What are your Objectives? Spread word of mouth Create brand awareness Notify followers of news
- 8. Six Definitions of Successful SM Engagement
- 9. Six Definitions of Successful SM Engagement Financial
- 10. Six Definitions of Successful SM Engagement Financial Emotional
- 11. Six Definitions of Successful SM Engagement Financial Emotional Literal
- 12. Six Definitions of Successful SM Engagement Financial Measurable Emotional Literal
- 13. Six Definitions of Successful SM Engagement Financial Measurable Emotional Repeatable Literal
- 14. Six Definitions of Successful SM Engagement Financial Measurable Emotional Repeatable Literal Enjoyable
- 15. It’s Not What You Say About Yourself!
- 16. It’s Not What You Say About Yourself! People Listen to other people. It’s that simple
- 17. It’s Not What You Say About Yourself! People Listen to other people. It’s that simple They listen to friends
- 18. It’s Not What You Say About Yourself! People Listen to other people. It’s that simple They listen to friends They listen to family
- 19. It’s Not What You Say About Yourself! People Listen to other people. It’s that simple They listen to friends They listen to family They listen to people who talk about their experience with your brand!
- 20. Create “real” connections with “real” people
- 21. Who to choose?
- 23. Twitter as a Support Tool
- 24. Twitter as a Support Tool 17.8 million are “strongly influenced” in their purchase decisions by opinions in social media (up 19% from 2010) *
- 25. Twitter as a Support Tool 17.8 million are “strongly influenced” in their purchase decisions by opinions in social media (up 19% from 2010) * 1.15.1 million refer to social media before making purchase decisions (up 29% from 2010) - *AGBeat - June 2011
- 26. Twitter as a Support Tool 17.8 million are “strongly influenced” in their purchase decisions by opinions in social media (up 19% from 2010) * 1.15.1 million refer to social media before making purchase decisions (up 29% from 2010) - *AGBeat - June 2011 You should be on Twitter!
- 27. Twitter as a Support Tool 17.8 million are “strongly influenced” in their purchase decisions by opinions in social media (up 19% from 2010) * 1.15.1 million refer to social media before making purchase decisions (up 29% from 2010) - *AGBeat - June 2011 You should be on Twitter! Use @companyHELP or @companySUPPORT
- 28. Twitter as a Support Tool 17.8 million are “strongly influenced” in their purchase decisions by opinions in social media (up 19% from 2010) * 1.15.1 million refer to social media before making purchase decisions (up 29% from 2010) - *AGBeat - June 2011 You should be on Twitter! Use @companyHELP or @companySUPPORT Point them towards YOURNAME.support@COMPANY.com, TWITTER.support@COMPANY.com to keep them out of the typical support queue.
- 31. Social Media Experts 1.Make sure they create and deliver a strategy, not just tactics.
- 32. Social Media Experts 1.Make sure they create and deliver a strategy, not just tactics. 2.Check references.
- 33. Social Media Experts 1.Make sure they create and deliver a strategy, not just tactics. 2.Check references. 3.Does what they claim sound reasonable?
- 34. Social Media Experts 1.Make sure they create and deliver a strategy, not just tactics. 2.Check references. 3.Does what they claim sound reasonable? 4.Run away from specific promises.
- 35. Social Media Experts 1.Make sure they create and deliver a strategy, not just tactics. 2.Check references. 3.Does what they claim sound reasonable? 4.Run away from specific promises. 5.Focus on the conversation, engagement, and long-term relationships.
- 36. What’s Your People Strategy?
- 37. What’s Your People Strategy? “We still have one and only one thing that matters, and it's people. All of these media are conduits, they are tools that human beings use to waste time or communicate or calculate or engage or learn. Behind each of the tools is a person. Do you have a story to tell that person? An engagement or a benefit to offer them? Figure out the people part and the technology gets a whole lot simpler.” Seth Godin - 04/26/2012
- 38. 3 Biggest Social Media Mistakes(according to Irv)
- 39. 3 Biggest Social Media Mistakes (according to Irv) Social is not magic Don’t fixate on “going viral”
- 40. 3 Biggest Social Media Mistakes (according to Irv) Social is not magic Don’t fixate on “going viral” No Measurement “Choose a mechanism by which to measure”
- 41. 3 Biggest Social Media Mistakes (according to Irv) Social is not magic Don’t fixate on “going viral” No Measurement “Choose a mechanism by which to measure” Only Measuring Online activity
- 42. Panel Questions Approach
- 43. Panel Questions Approach How are you currently using social media to “promote” your business?
- 44. Panel Questions Approach How are you currently using social media to “promote” your business? What does “promote” mean to you? (i.e. sales, awareness, customer service, etc.)
- 45. Panel Questions Approach How are you currently using social media to “promote” your business? What does “promote” mean to you? (i.e. sales, awareness, customer service, etc.) Is it working? How are you measuring effectiveness?
- 46. Panel Questions Approach How are you currently using social media to “promote” your business? What does “promote” mean to you? (i.e. sales, awareness, customer service, etc.) Is it working? How are you measuring effectiveness? What Metrics? (Likes, Followers, Web Traffic, RT’s)
- 47. Panel Questions Approach How are you currently using social media to “promote” your business? What does “promote” mean to you? (i.e. sales, awareness, customer service, etc.) Is it working? How are you measuring effectiveness? What Metrics? (Likes, Followers, Web Traffic, RT’s) What tools to track?
- 48. Panel Questions Use
- 49. Panel Questions Use What is the cost of your social media use? (time/money)
- 50. Panel Questions Use What is the cost of your social media use? (time/money) Did you have to sell the idea of social media to get someone started?
- 51. Panel Questions Use What is the cost of your social media use? (time/money) Did you have to sell the idea of social media to get someone started? How did you go about that?
- 52. Panel Questions Future Channel Growth
- 53. Panel Questions Future Channel Growth How do you discover which channels your audience is using?
- 54. Panel Questions Future Channel Growth How do you discover which channels your audience is using? How do you see your complete media mix, including social, evolving over the coming months?
Editor's Notes
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- Be realistic about your goals. \nWhen you run a radio or TV ad, do you expect someone to hear it once, and buy your product or service? \nSocial media is not so much an advertising form, as it is a relationship form. \n
- Be realistic about your goals. \nWhen you run a radio or TV ad, do you expect someone to hear it once, and buy your product or service? \nSocial media is not so much an advertising form, as it is a relationship form. \n
- Be realistic about your goals. \nWhen you run a radio or TV ad, do you expect someone to hear it once, and buy your product or service? \nSocial media is not so much an advertising form, as it is a relationship form. \n
- So if you are focusing on just the money side of it, you’re missing out on other key benefits of Social Media\n
- So if you are focusing on just the money side of it, you’re missing out on other key benefits of Social Media\n
- So if you are focusing on just the money side of it, you’re missing out on other key benefits of Social Media\n
- So if you are focusing on just the money side of it, you’re missing out on other key benefits of Social Media\n
- So if you are focusing on just the money side of it, you’re missing out on other key benefits of Social Media\n
- So if you are focusing on just the money side of it, you’re missing out on other key benefits of Social Media\n
- People today are almost immune to message that are being sent out by businesses, particularly on SM. THey skip it, block it, ignore it, report it, and whatever else they can do to get the brand out of their face...EVEN IF THEY WERE THE ONES WHO LIKED THE PAGE IN THE FIRST PLACE!\n\nAt this point, they'll get good, bad, or lukewarm feedback. Whenever they get good feedback, it's time to apply social media to the equation. "I'm glad you liked it! If you're on Facebook and you have your smartphone with you, I can offer you a free slice of apple pie if you'll let your Facebook friends know you're here."\nWho can say no to that? Well, a lot of people will say no, actually, normally because they're full, they're not on Facebook, or they don't want to tell people that they just ate barbeque... but some won't. Some will love the idea. Some will pull out their smartphones immediately. It's bold. It's aggressive. It's risky. It's also extremely rewarding when done right.\nSo how can we use this in our industry?\n\nThe next time someone gives you a compliment, ask them to post it on Facebook!\nDo you have a testimonials form on your website? Setup the Confirmation page to enable people to easily post their comment to Facebook, Twitter, or LinkedIN. They just left you a comment, allow them to post it!\n\n
- People today are almost immune to message that are being sent out by businesses, particularly on SM. THey skip it, block it, ignore it, report it, and whatever else they can do to get the brand out of their face...EVEN IF THEY WERE THE ONES WHO LIKED THE PAGE IN THE FIRST PLACE!\n\nAt this point, they'll get good, bad, or lukewarm feedback. Whenever they get good feedback, it's time to apply social media to the equation. "I'm glad you liked it! If you're on Facebook and you have your smartphone with you, I can offer you a free slice of apple pie if you'll let your Facebook friends know you're here."\nWho can say no to that? Well, a lot of people will say no, actually, normally because they're full, they're not on Facebook, or they don't want to tell people that they just ate barbeque... but some won't. Some will love the idea. Some will pull out their smartphones immediately. It's bold. It's aggressive. It's risky. It's also extremely rewarding when done right.\nSo how can we use this in our industry?\n\nThe next time someone gives you a compliment, ask them to post it on Facebook!\nDo you have a testimonials form on your website? Setup the Confirmation page to enable people to easily post their comment to Facebook, Twitter, or LinkedIN. They just left you a comment, allow them to post it!\n\n
- People today are almost immune to message that are being sent out by businesses, particularly on SM. THey skip it, block it, ignore it, report it, and whatever else they can do to get the brand out of their face...EVEN IF THEY WERE THE ONES WHO LIKED THE PAGE IN THE FIRST PLACE!\n\nAt this point, they'll get good, bad, or lukewarm feedback. Whenever they get good feedback, it's time to apply social media to the equation. "I'm glad you liked it! If you're on Facebook and you have your smartphone with you, I can offer you a free slice of apple pie if you'll let your Facebook friends know you're here."\nWho can say no to that? Well, a lot of people will say no, actually, normally because they're full, they're not on Facebook, or they don't want to tell people that they just ate barbeque... but some won't. Some will love the idea. Some will pull out their smartphones immediately. It's bold. It's aggressive. It's risky. It's also extremely rewarding when done right.\nSo how can we use this in our industry?\n\nThe next time someone gives you a compliment, ask them to post it on Facebook!\nDo you have a testimonials form on your website? Setup the Confirmation page to enable people to easily post their comment to Facebook, Twitter, or LinkedIN. They just left you a comment, allow them to post it!\n\n
- People today are almost immune to message that are being sent out by businesses, particularly on SM. THey skip it, block it, ignore it, report it, and whatever else they can do to get the brand out of their face...EVEN IF THEY WERE THE ONES WHO LIKED THE PAGE IN THE FIRST PLACE!\n\nAt this point, they'll get good, bad, or lukewarm feedback. Whenever they get good feedback, it's time to apply social media to the equation. "I'm glad you liked it! If you're on Facebook and you have your smartphone with you, I can offer you a free slice of apple pie if you'll let your Facebook friends know you're here."\nWho can say no to that? Well, a lot of people will say no, actually, normally because they're full, they're not on Facebook, or they don't want to tell people that they just ate barbeque... but some won't. Some will love the idea. Some will pull out their smartphones immediately. It's bold. It's aggressive. It's risky. It's also extremely rewarding when done right.\nSo how can we use this in our industry?\n\nThe next time someone gives you a compliment, ask them to post it on Facebook!\nDo you have a testimonials form on your website? Setup the Confirmation page to enable people to easily post their comment to Facebook, Twitter, or LinkedIN. They just left you a comment, allow them to post it!\n\n
- With the new Timeline design, you have an option to add a large “cover image” at the top to depict something of interest to you. You can get as creative as you wish with a unique photo or graphic, and you can change it up as often as you wish.  The dimensions are 851 pixels by 315 pixels.\nThe new wall layout with its two columns can take a bit of getting used to. One tip to better view your wall activity is to highlight certain posts as “double wide” by clicking the star icon. This works great for photo and video posts.\nYou can decide to adjust the privacy settings on a post-by-post basis. To do so, just click the audience selector icon and choose the level of visibility you wish for that post. \nMy recommendation is to use your profile for a mix of both personal connecting and professional networking. \nRegardless of how you choose to use your profile, you’ll want to double-check all your Privacy Settings.\n\n
- “How do I know what is public and what is just between me and the person to whom I’m talking on Facebook?”  The short answer is simple: the only communication that is private between you and another person is one-on-one email. Otherwise, all your own wall posts, posts on friends’ walls, comments, likes, photos, videos, and links you share are visible to friends, friends of friends, a custom audience, or public (everyone), depending on your privacy settings.\n
- And enable people to Subscribe to your posts. They see only your Public posts, and they don’t have to be a follower. \n
- This is different than a Profile. In fact, Facebook requires you to use a Page for an entity now. \nProfiles are for people. Pages are for businesses. \n
- Be a real person, and you will attract real followers. Don’t just go for sheer numbers of followers or subscribers\n\n\n
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- In a study of 3,128 HubSpot B2B customers, LinkedIn generated the highest visitor-to-lead conversion rate at 2.60%, four times higher than Twitter (.67%) and seven times better than Facebook (.39%).\n\nThe methodology was a data dump of all of HubSpot customers' social media traffic and leads collected through the HubSpot system in 2011. From there, data was segmented to look at B2B companies that had generated visits and leads from social media. Companies that generated less than two leads in the year were excluded from the sample.\n\n\n
- Anyone using Twitter to ask a support question to @companyHELP or @companySUPPORT is asking the question because they want a prompt reply. The customer will contact you with their preferred form of communication. If they send you a tweet, start the conversation on Twitter. You can always carry it over to email or phone later.\n\nDirect Message (DM)\n\nAnd don't have them email support@COMPANY.com. Have them email YOURNAME.support@COMPANY.com (or TWITTER.support@COMPANY.com). The conversation needs to be fluid. If they wind up in your support queue, a different person grab the ticket before you do. If that happens, the customer will grow even more frustrated by having to explain the same damn thing over. There are great ways to handle that.\n
- Anyone using Twitter to ask a support question to @companyHELP or @companySUPPORT is asking the question because they want a prompt reply. The customer will contact you with their preferred form of communication. If they send you a tweet, start the conversation on Twitter. You can always carry it over to email or phone later.\n\nDirect Message (DM)\n\nAnd don't have them email support@COMPANY.com. Have them email YOURNAME.support@COMPANY.com (or TWITTER.support@COMPANY.com). The conversation needs to be fluid. If they wind up in your support queue, a different person grab the ticket before you do. If that happens, the customer will grow even more frustrated by having to explain the same damn thing over. There are great ways to handle that.\n
- Anyone using Twitter to ask a support question to @companyHELP or @companySUPPORT is asking the question because they want a prompt reply. The customer will contact you with their preferred form of communication. If they send you a tweet, start the conversation on Twitter. You can always carry it over to email or phone later.\n\nDirect Message (DM)\n\nAnd don't have them email support@COMPANY.com. Have them email YOURNAME.support@COMPANY.com (or TWITTER.support@COMPANY.com). The conversation needs to be fluid. If they wind up in your support queue, a different person grab the ticket before you do. If that happens, the customer will grow even more frustrated by having to explain the same damn thing over. There are great ways to handle that.\n
- Anyone using Twitter to ask a support question to @companyHELP or @companySUPPORT is asking the question because they want a prompt reply. The customer will contact you with their preferred form of communication. If they send you a tweet, start the conversation on Twitter. You can always carry it over to email or phone later.\n\nDirect Message (DM)\n\nAnd don't have them email support@COMPANY.com. Have them email YOURNAME.support@COMPANY.com (or TWITTER.support@COMPANY.com). The conversation needs to be fluid. If they wind up in your support queue, a different person grab the ticket before you do. If that happens, the customer will grow even more frustrated by having to explain the same damn thing over. There are great ways to handle that.\n
- Anyone using Twitter to ask a support question to @companyHELP or @companySUPPORT is asking the question because they want a prompt reply. The customer will contact you with their preferred form of communication. If they send you a tweet, start the conversation on Twitter. You can always carry it over to email or phone later.\n\nDirect Message (DM)\n\nAnd don't have them email support@COMPANY.com. Have them email YOURNAME.support@COMPANY.com (or TWITTER.support@COMPANY.com). The conversation needs to be fluid. If they wind up in your support queue, a different person grab the ticket before you do. If that happens, the customer will grow even more frustrated by having to explain the same damn thing over. There are great ways to handle that.\n
- Social media without a plan is worthless. You need to determine what your business goals are, how social tools fit into those, how content fits into that and who will do what. There also needs to be legit measurement against actual business goals, not just a laundry list of “likes” and “retweets.” If your potential vendor glazes over when you ask about those, run away.\nDid they actually accomplish anything of value for others? Not just what their web site claims, but real accomplishments that map to what you’re hoping to do as well. Can’t find those? Run away.\nAnyone claiming to have more years of experience with a platform than it has actually existed would be a example of a suspect vendor.\n“We’ll get you page one on Google, guaranteed!” would be an example. Another would be “get thousands of Twitter followers right away!” These things are theoretically possible, but without strategy and patience it will either be fleeting, damaging to your brand, or both.\nThese are the hallmarks of all the best social media campaigns. A legit social media strategist will embrace these ideas. Scammers, not so much.\n\n\n\n\n\n
- Social media without a plan is worthless. You need to determine what your business goals are, how social tools fit into those, how content fits into that and who will do what. There also needs to be legit measurement against actual business goals, not just a laundry list of “likes” and “retweets.” If your potential vendor glazes over when you ask about those, run away.\nDid they actually accomplish anything of value for others? Not just what their web site claims, but real accomplishments that map to what you’re hoping to do as well. Can’t find those? Run away.\nAnyone claiming to have more years of experience with a platform than it has actually existed would be a example of a suspect vendor.\n“We’ll get you page one on Google, guaranteed!” would be an example. Another would be “get thousands of Twitter followers right away!” These things are theoretically possible, but without strategy and patience it will either be fleeting, damaging to your brand, or both.\nThese are the hallmarks of all the best social media campaigns. A legit social media strategist will embrace these ideas. Scammers, not so much.\n\n\n\n\n\n
- Social media without a plan is worthless. You need to determine what your business goals are, how social tools fit into those, how content fits into that and who will do what. There also needs to be legit measurement against actual business goals, not just a laundry list of “likes” and “retweets.” If your potential vendor glazes over when you ask about those, run away.\nDid they actually accomplish anything of value for others? Not just what their web site claims, but real accomplishments that map to what you’re hoping to do as well. Can’t find those? Run away.\nAnyone claiming to have more years of experience with a platform than it has actually existed would be a example of a suspect vendor.\n“We’ll get you page one on Google, guaranteed!” would be an example. Another would be “get thousands of Twitter followers right away!” These things are theoretically possible, but without strategy and patience it will either be fleeting, damaging to your brand, or both.\nThese are the hallmarks of all the best social media campaigns. A legit social media strategist will embrace these ideas. Scammers, not so much.\n\n\n\n\n\n
- Social media without a plan is worthless. You need to determine what your business goals are, how social tools fit into those, how content fits into that and who will do what. There also needs to be legit measurement against actual business goals, not just a laundry list of “likes” and “retweets.” If your potential vendor glazes over when you ask about those, run away.\nDid they actually accomplish anything of value for others? Not just what their web site claims, but real accomplishments that map to what you’re hoping to do as well. Can’t find those? Run away.\nAnyone claiming to have more years of experience with a platform than it has actually existed would be a example of a suspect vendor.\n“We’ll get you page one on Google, guaranteed!” would be an example. Another would be “get thousands of Twitter followers right away!” These things are theoretically possible, but without strategy and patience it will either be fleeting, damaging to your brand, or both.\nThese are the hallmarks of all the best social media campaigns. A legit social media strategist will embrace these ideas. Scammers, not so much.\n\n\n\n\n\n
- Social media without a plan is worthless. You need to determine what your business goals are, how social tools fit into those, how content fits into that and who will do what. There also needs to be legit measurement against actual business goals, not just a laundry list of “likes” and “retweets.” If your potential vendor glazes over when you ask about those, run away.\nDid they actually accomplish anything of value for others? Not just what their web site claims, but real accomplishments that map to what you’re hoping to do as well. Can’t find those? Run away.\nAnyone claiming to have more years of experience with a platform than it has actually existed would be a example of a suspect vendor.\n“We’ll get you page one on Google, guaranteed!” would be an example. Another would be “get thousands of Twitter followers right away!” These things are theoretically possible, but without strategy and patience it will either be fleeting, damaging to your brand, or both.\nThese are the hallmarks of all the best social media campaigns. A legit social media strategist will embrace these ideas. Scammers, not so much.\n\n\n\n\n\n
- Social media without a plan is worthless. You need to determine what your business goals are, how social tools fit into those, how content fits into that and who will do what. There also needs to be legit measurement against actual business goals, not just a laundry list of “likes” and “retweets.” If your potential vendor glazes over when you ask about those, run away.\nDid they actually accomplish anything of value for others? Not just what their web site claims, but real accomplishments that map to what you’re hoping to do as well. Can’t find those? Run away.\nAnyone claiming to have more years of experience with a platform than it has actually existed would be a example of a suspect vendor.\n“We’ll get you page one on Google, guaranteed!” would be an example. Another would be “get thousands of Twitter followers right away!” These things are theoretically possible, but without strategy and patience it will either be fleeting, damaging to your brand, or both.\nThese are the hallmarks of all the best social media campaigns. A legit social media strategist will embrace these ideas. Scammers, not so much.\n\n\n\n\n\n
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