1. Advanced
Social Media
AAM Philadelphia
April 12, 2012

2. About My
About Me
Company
Hashtag:
#AAMKT
@Jessicalevin

3. Strategy
Engagement
Growth
Rela=onships
Goals

4. Strategy
Listening
Awareness
Serving
Objec=ves

5. What Do You Want to
Discuss Today?

6. Just the Facts
• B2B Marketers allocate approximately
26% of their budgets to content marketing
• The biggest challenge facing content
marketers (36%) today: Producing
Engaging Content
• 51% of content marketers plan to increase
their budgets over the next 12 months
• Source: Marketo

7. Just the Facts
The most popular content marketing
tactics used by businesses today include:
• Social Media (79%)
• Article posting (78%)
• In-person events (67%)
• eNewsletters (61%)
• Case Studies (55%)
Source: Marketo

8. Content + Engagement =

9. B2B or is it really P2P?
People Do Business
with People!

10. • Do you have a Social Media Policy or
Plan?
• How many staff do you have available for
your SM team (IT department, marketing
pros, general admin, etc.)?

11. Uses of Social Media
• Marketing/Branding (personal and
corporate)
• Customer Service
– Monitor, Listen, Respond
• Community Building Tip:
Avoid
social
media
fa=gue
starts
with
– Learning, Listening, Sharing knowing
WHY
you
are
using
it.
• Relationship Building
• Entertainment

12. A"ributes
Facebook
Twi"er
YouTube
LinkedIn
Google+
Blog
Professional
x
Only
People
you
x
x
x
know
New
x
x
x
connec=ons
Event-­‐centric
x
x
x
Time
x
consuming
Formal
x
x
x
x
x
Informal
x
x
Marke=ng
x
x
x
x
Educa=on
x
x
x
x
x
x
High
x
x
x
Engagement
Listening
x
x
x
x
x

13. A Social Leader.
Go to the people. Learn from them. Live with
them. Start with what they know. Build with
what they have. When the best leader’s job
is done, when the task is accomplished, the
people will say we have done it ourselves.
-Lao Tzu

14. It starts offline.
• Measure BUSINESS Metrics First
– Phone calls
– Meetings
– Proposals
– Increased attendance
– New Sponsors
– Money Saved
– New Clients

15. And THEN we look at the online…
• Objective v. Subjective =
Numbers v. Conversation
• Objective KPI
– Interactions/Conversation
• Retweets, Shares, Hashtag Usage, Mentions
– ID Community Leaders
– Positive Comments/Feedback
– Likes/Followers (note we put this last!)
• Reporting

16. Monitoring
• Google Alerts
• Yahoo Alerts (Yes, really)
• Social Mention
• Radian 6
• Vocus

17. Tools – Metrics
• Google Analytics
• Twitter Reporting
– HootSuite
– Bit.ly (or other URL shortener)
– Tweetdeck
• Blog Comments
• YouTube Hits/Subscribers
• Facebook Insights
– Likes/Reach/Comment

18. Reporting Tips
• Share a content piece that generated a lot of
hits.
• Report on lead captures or conversions.
• Give a summary of the most popular
discussions on a topic
• Ask leadership to participate! Make your
community something the whole company is
invested in, and working together to make
succeed.
-“Social Media Today”

19. • What
do
you
want
to
accomplish?
Goals
and
Strategy
Objec=ves?
Strategy
• Based
on
your
goals
and
resources
which
channel(s)
Evalua=on
are
best
for
your
organiza=on?
Planning
• How
are
you
going
to
accomplish
your
goals?
Planning
Scheduling,
etc.
Access
Implementa=on
• Just
Do
it!
Measure
• What’s
working?
What’s
not?

20. Content Marketing Checklist
Factor
Things
to
Consider
Goal
Arac=ng
new
aendees?
Keep
‘em
coming
back?
Time
Available
How
much
=me
does
the
channel
take
per
day/week/month?
Audience
Where
does
your
market
get
it’s
content?
Time
Sensi=vity
How
quickly
does
you
message
need
to
get
out?
Technical
Is
programming
involved?
Will
training
be
needed?
Budget
Do
you
have
money
to
outsource
wri=ng,
etc.?

21. Mommy,
Where
Does
Content
Come
From?

22. Who Provides Fuel for Thought?
• Attendees
• Vendors
• Staff
• Speakers
• Competitors (Coopetition)
• Industry
• Government
• Random

23. Content Sources
• Twitter, Facebook, LinkedIn, Google+
• Magazines
• Newspapers
• Blogs
• Suggestion Tools (Zite, Feedly,
Stumbleupon)
• Conversations
• TV/Radio

24. Management Tools
• Hootsuite
• Wildfire App
• Roost
• Buffer

25. Social Media Checklist
• Are you following clients/prospects/COIs
• Are you starting conversations?
• Are you finding out their interests?
• Do they feel welcome connecting with
you?
• Are you sharing VALUABLE content?
• Are you human?

26. Human Behavior

27. Times Change.
What the Heck is
Timeline?

28. Visit the history of your
organization or event.
When were you founded?
Celebrating an anniversary?
Timeline makes the past
accessible!
Display custom tabs for better
engagement!
Pin a post to the top of the page
for better visibility.
Like pages of interest to your
audience.

29. YOUR Story: Cover Picture
• 851 × 315 pixels
• Different for Profile Picture
• Change/Rotate (Before, During and After)
• No Promotion/Contact Info

30. Three Ways to Connect
Feature
Personal
Profile
Business
Page
Group
Timeline
Yes
Yes
No
Connec=on
Friend
Like
Invite
Closed)
(Open)
(Open
or
Closed)
Events
Yes
Yes
Yes
Updates
Owner
Admin
Member
Write
on
Wall
Full
control
Full
Control
Full
Control
Apps
Games,
ac=vity
Drive
custom
No
tabs
Docs
No
No
Yes
Photos
Tagging
Yes
Yes
Yes
Chat
Yes
No
Yes

31. Customization
• Wildfireapp.com
• Shortstack.com
• Pagemodo.com
• Involver.com
Example of Visit Salt Lake City using ShortStack to
create a customized contest.

32. Targeted Messaging

33. Facebook Ads
Promote Your Page With Facebook Ads

34. Live Stream
Even Facebook
uses Livestream
to bring their
event to remote
attendees!

35. Coming Soon: Facebook Offers
Soon you will be able to give
discounts via Facebook Offers
Offer will be sent to email
addresses connected to Facebook
account.

36. EdgeRank and Engagement
“How does News Feed determine which
content is most interesting?
The News Feed algorithm uses several factors, including:
how many friends are commenting on a certain piece of
content, who posted the content, and what type of
content it is (e.g. photo, video, or status update).
If you feel you are missing stories you'd like to see or
seeing stories in your News Feed that you don't want to
see, use the different News Feed controls to adjust your
settings and give us feedback about your preferences.”

37. Google+
• 100 million users
• Search heavy
• Personal and Business Pages
• News and content
• NEW

38. Google+
What’s New?

39. LinkedIn

40. Twitter

41. Blog

42. “The Speaker Who Won’t Leave”
Jessica
L.
Levin,
MBA,
CMP
President
and
Chief
Connector
Seven
Degrees
Communica=ons
@jessicalevin
www.linkedin.com/in/jessicalevin
www.facebook.com/SevenDegreesCommunica=ons
Gplus.to/7Degrees
jlevin@sevendegreescommunica=ons.com
908-­‐912-­‐4418