Social media is all the rage in marketing especially as we evolve from advertising to engagement marketing. But how can you use it more effectively? How can you make sure that you are engaging your audience best (and not scaring them off)? Find out the answers to those questions and more in this exciting presentation that was delivered to a packed house at the 2013 FTM&A conference in London, UK. Check out a recording of the presentation from the London event as well as a slide-by-slide walkthrough here: http://blog.limelight.com/2013/02/the-3-habits-of-highly-successful-social-media/

1. The 3 Habits of Highly Successful
Social Media
(and how they make your digital presence awesome)

2. Before We Can Talk About Social Media…

3. What’s A Digital Presence & Why Do I Care?

4. How You Engage With Customers Through
Online and Digital Channels
Your Website
Facebook®
Email
Mobile Apps
Twitter®
Newsletters

5. And It’s Content About Your Business You
Don’t Publish

6. Your Digital Presence Affects Your Brand
And…

7. It Can Affect Your Bottom Line!

8. Your Digital Presence Is How You
Communicate Your Story.

9. Why Is Social Media So Important To Your
Digital Presence?

10. It May Seem Confusing But It’s Not Rocket
Science

11. In Fact, It’s Pretty Simple

12. Really compelling content
+
Engaging with users through it
=
An Awesome Digital Presence

13. And What’s The Best Way To Engage?

14. But Wait!

15. So What’s The Secret To Great Engagement?
 Habit #1: Keep It In Context
 Habit #2: Use Data to Drive Decisions
 Habit #3: Be Your Audience

16. Habit #1: Keep It In Context

17. The Trap Of Consistency

18. Context Is About Targeting

19. Context In the Digital World

20. These Two Things Are Not the Same

21. And They Are Definitely Different From This

22. Facebook Is Not Twitter Is Not LinkedIn
 Different methods
 Facebook accepts long posts, inline images, and video
 Twitter is like Instant Messaging (but with a lot of people at the
same time)
 LinkedIn’s audience are business professionals
 How to keep content in context
 Remember the audience of the social network. To whom are you
communicating? What do they want to read or see?
 Fit the format.
 Make the content relevant. If you are just re-posting stuff from
your website with links, you are treating social media like just
another channel…

23. Tying Product Into Audience

24. Habit #2: Use Data To Make
Decisions

25. Measuring Social Effectiveness
Infinigraph

26. Social Media Dashboards
SocialBro SproutSocial

27. Pick Your Tool

28. Critical Metrics
# of likes
Length of
conversation
Level of
engagement
with content
by time
Performance
of Key
Influencers

29. Habit #3: Be Your Audience

30. Doing It Right: Coca-Cola
 On average, at least 1
interaction per post
 Interaction is conversational
connecting the brand with the
audience (multiple likes on the
brand comments)

31. Not So Doing It Right: British Airways
 On average, less than 1
comment per 5 or six posts
 Comments are customer-
service in nature, adding
nothing to the conversation
(not interactive)

32. You Can’t Engage If You Are Observing

33. Get Plugged In!

34. Doing It Wrong on Twitter: Coca-Cola
 Notice the distinct lack of
references to anyone
 Coca-Cola is just using Twitter
to distribute messages
 No interaction…anywhere…
(no RTs, no mentions, etc.)

35. Doing It Right On Twitter: McDonald’s
 Lots of RTs and mentions
 Conversations with lots of
different users
 Direct responses:
 “Glad you liked them! RT…”

36. Bonus Habit!

37. Habit #4: Engage Specifically

38. Find Your Influencers

39. And Get Them To Speak For You

40. A Final Note…

41. Social Has To Be Part Of Your “Digital DNA”

42. And Remember Who That Story Is About

43. Not “I”. Not “We”. But “You”.
 “Our company allows you to…”
 “Next, I’m going to… ”
 “We need to be able to… ”
 “What if I could show you… ”
 “What you’ll be able to do
is…”
 “Next, you’ll be able to… ”
 “You need to be able to… ”
 “What if you could… ”
 “What you can do is… “

44. Thank You