Social Media BootCamp

Welcome to

Social Media
Boot Camp
June 24, 2011

Social Media Boot Camp Agenda

• Overview and Introductions

• Social Media Bootcamp

• Workshop

• Questions & Answers

Top Floor Technologies

• Website Design &
Development
• Search Engine
Marketing
• Web Analytics &
Conversion
Improvement

Maximizing Online Marketing Results
for Hundreds of Businesses Since 1999

Getting the Most
From Today’s Workshop
Write down three key learning points
that you’ll begin putting into action
within the next two weeks. Then –
follow through!

Social Media Boot Camp

Presented By
Anthony Verre – Senior Search Marketing Specialist

Twitter: @topfloortech | @TonyVerre

The Line Up
• What is Social Media?
– The Tenets of Social Media

• Social Media Listening Strategy
– Online Rep Management (ORM)
– Customer Relationship Management (CRM)

• Key Points About Social Profiles
• Tools of the Social Tradecraft
• Social Media Attack Strategy

Twitter: @topfloortech | Hashtag: #TFTBootCamp

What is Social Media Marketing

In a nutshell, it’s marketing your brand, your products,
or your services through social media networks.
It’s building relationships with your customers online
and having that translate in sales (both online and
offline).


Communications in a Connected World
• Communications has changed from a monologue to a dialogue
– Consumers are increasingly controlling the dialogue about companies and
defining brands

• Marketers must reach consumers through social media since that is
where conversations about brands are taking place

• Consumers trust reviews more than corporate advertising
– 91% say consumer reviews are the #1 aid to buying decisions

• Social media facilitates word of mouth, which is the most powerful
advertising medium

9

Where to begin?


Tenants of Social Media


And A Viral We Go
1. create something newsworthy through
events/contests, videos, or blog posts that attract attention

2. the objective is to have this meme/message go viral

3. plenty of successful social campaigns have gathered steam
through a compelling message. It doesn’t have to be about
your products to induce conversions and sales


Enabling Your Consumers
1. build ways that enable fans of a brand or company to
promote or champion a message themselves in multiple
online venues.

2. make your website or the message as share-friendly as
possible: Facebook, Twitter, LinkedIn, StumbleUpon, etc.

• Giver users and consumers every possible chance to
share your message


It’s All About Conversations

1. when it really comes down to it, social media is based
around online conversations
2. social encourages user participation and dialogue.
Success means fully engaging and respecting users

3. social media is about getting people to care about what
you have to say. In any way, shape, or form.
• pander to their greed, charitable side,
emotional side, or the little kid in all of us
4. give someone a reason to invest in you, and they will


Influencing Consumers

• 67% of Twitter users who become followers of a brand are
more likely to buy that brand’s products
• 60% of Facebook users who become a fan of a brand are
more likely to recommend that brand to a friend
• 74% of consumers are influenced on buying decisions by
fellow socializers after soliciting input via social media

* Core Metrics: Comprehensive Measurement: The Key to Social Media Marketing Success


Social Listening Strategy

Using Twitter, LinkedIn, Facebook Effectively For Business


The Human Element: Listening First
1. if you don’t listen, how do you expect to
communicate?
2. how can you provide something
meaningful to the conversation if you
never heard what was asked for?
3. If you’re continually pushing a message
without listening, don’t expect people to
listen to you

What can listening do for you?


Online Reputation Management (ORM)?


What is ORM?
Is the act of monitoring, addressing, or rectifying undesirable/or
negative search engine results or mentions in online media.
• the objective: have people speak about your brand/company in
a positive sense by achieving and maintaining a positive online
sentiment.


The ORM Strategy. What is it?

1. using social media to
manage and monitor online
buzz and sentiment about
your company or product
set, by engaging people
positively.

2. pushing down negative (or
undesirable) mentions of
brand, products, or company
in the search engine results
pages


Sometimes, It Finds You
You could do everything right: be responsive, treat your
employees and customers well. It happens to the best of
companies.
• a customer, an employee, or an ex-employee feels they have
been wronged, mistreated, or is just wants payback.
• even after your best efforts to resolve it, they post negative
comments on blogs, forums, or they lodge a complaint online.
• fact or fiction, after months on the web, and possibly thousands
of eyes, the damage has been done.


A Bad Reputation, Human. To Combat it, Divine

Two fundamental concepts when dealing with search engine
reputation management: Monitor and Engage.
What Should You Be Monitoring?
•Your Brand(s)
•Your Product(s)
•Your Key Executive(s)
- Include Negative and Positive modifiers: “sucks” “scam”
“kudos” “great”


How Monitoring Might Have Helped
Real World Example:


How Monitoring Might Have Helped

SERP: Coco Key Reviews


Treating the Symptoms: Preventative
Protect your brand visibility on the web: optimize brand content
as a best practice
• optimize all of your digital communications (i.e.
newsletters, emails)
• press releases
• website
• human resource listings (job ads)
• investor relations
It doesn’t necessarily put the brand in control, but it’s a much
better situation than scrambling after the fact.


Engaging the Negative
Once a negative mention has been identified, here are a few basic
steps in dealing with it:
1. Research the situation
- is there merit behind these negative remarks?
2. Be ready to respond
- if the remarks need correction, respond with the
corrections and ask for those to be posted.
- if the remarks are true, attempt to work it out with
whomever
3. Above all: be honest, be transparent, and LISTEN


Tools To Help You Monitor

• Google Alerts
• SocialMention
• Trackur
• Google Blog Search


Customer Relationship Management (CRM)


Sting like a Bee.

A company must be able to provide quick,
effective CRM. It’s crucial in today’s market
place.
CRM, in the social age, combats negative
remarks about your company, products,
and service, while responding immediately
to a customer’s concerns and reverse the
situation.
Using social media as a CRM tool, can allow
you to earn the trust of the consumer
quickly.


How to Benefit from Social CRM and ORM
In order to benefit from social media,
you must become part of the
community.
Referrals/comments from customers
posted to various social platforms who
have used your product or service,
more often than not, influence a
potential customer’s decision to
purchase.
Social media is a referral program on
hyper-active-hyper-drive.


Coffee Break


Key Points About Profiles & The Social Graph


Key Things About Social Profiles
Followers and Following
Each Social Platform is unique, but there are constants between them:
who follows you and who you follow.

Not All Followers Are Created Equal
There isn’t a 1:1 with followers, and there isn’t a 1:1 with who you’re
following. Key Items to keep in mind with your profiles:
• Have a wide gap between followers and following
• Influence of a follower and following matters

Influence Effects Reach and Impact


Social Influencing Search Results
Google and Bing Are Using Social Profile Data
Beyond augmenting the SERPs with Twitter firehose data (Bing
with firehose Facebook data), your Google Profile also effects
the results.
Your Google Account is also being used to personalize your
results beyond search history, results clicked-on, and IP
address. They are also monitoring who is in your “social
circle”.


Social Influencing Search Results
Google Search Result Examples


Tools of the Social Tradecraft

Twitter: @tonyverre | Hashtag: #TFTBootCamp

Dashboard Central
HootSuite, Tweetdeck, Seesmic, and others allow for you survey and
monitor your Social Media Universe.


Bit.ly & Goo.gl
bit.ly and goo.gl allow users to shorten, share, and track links (URLs).
Reducing the URL length makes sharing easier.
Bit.ly and Goo.gl use 301 Redirects (Permanent Redirects) allowing trust
and relevance to flow through the shortened link. Giving the original
source the credit for the link.

*Bit.ly also allows users to create custom shortened links to make them
more memorable and clickable to users


Bit.ly Metrics
Bit.ly Metrics
Once you shorten your links
using bit.ly, it begins tracking
metrics on those links.
As you can see, this
information can give you an
idea of the how “viral” your
links are, and how far your
message/meme has spread.


Bit.ly Metrics for Individual Links
Bit.ly Metrics
This is the individual link view of
a specific link that you have
submitted.
• Individual Link Clicks
• Referring Sites
• Country Referrals
• QR Code for Link
TIP: adding a “+” to the bit.ly link URL
will display this page.


Create a Social Media Attack Strategy


It’s a Ballroom Blitz (Krieg)
Creating Your Internal Push Strategy
• the strategy you use to push your social message out into
the wilderness
Create a Social Blitzkrieg
• the aim of this strategy is to create “waves” (multi-prong
approach) of pushes throughout your communities by
using internal resources
• the advantage: makes everything a team effort. one
person doesn’t carry the load and/or the success or failure
of a campaign


Positioning Your Attack
Assessing Influence
After the team has been assembled, it’s time to assess their spheres
of influence. It’s a key element to this strategy; understanding who
has a strong influence over communities and who doesn’t.
Klout and PeerIndex.net
These tools will help you assess which of your chosen team members
has better, stronger, and longer reach of impact and influence.
Please remember these are not gospel, but a guide to help you
determine member positioning based on the available metrics


Positioning Your Attack
Sample Roster and Flights


The 1st Wave
The Parent Entity in the diagram above is a social media asset (i.e. company
blog, parent Twitter account, parent Facebook Fan Page, or LinkedIn Company
Page, etc.)
• when the parent entity publishes on the aforementioned platforms, it will have
it’s own natural push into the communities at large. Without an internal strategy
in place, this is where the meme dies: left to generate it’s own buzz and
movement.
• every company should/needs to encourage it’s employees to become satellite
proselytizers of the brand and the meme.
• individuals to create and manage a trustworthy reputation within their space
• relies heavily on the 2nd wave.


The 2nd Wave
The integral piece of the strategy.
- relies on the “individual” off-shoot from the parent to have a good reputation
within their respective community and following
- relies on meme-timing, so as not to seem “disingenuous” or “spammy”.
The second wave can last a couple a days, if need be. This is where the coordination
comes into play. Depending on how many individuals you have, you can set up
“mini-waves” at the 2nd Wave.
The objective at the second wave level is to penetrate as deeply as possible into the
3rd Wave (The Communities-At-Large)


The 3rd Wave
Controlling the meme at the 3rd wave is close to impossible, which is why it is
imperative in the first two waves that message be engineered but not feel contrived.
It’s walking a fine line of control and art.
The more strategy you can apply to social media efforts to ensure visibility, branding,
and interaction to elicit the desired reaction in a community/communities, the
better.


Proof is in the Pudding

• Visits increased over 264% | Unique Visits increased over 259%
• Total Website Bounce Rate decreased over 5%

* Campaign was engineered by myself and TFT colleagues over a 2-day Period

Measuring Social Success
• Attribute relative credit to social media investments for
influencing customer acquisition, persuasion, and conversion
•Understand the total impact that social media investments have
on the business from both direct traffic (click-through) and e-
Commerce perspectives
• Compare the click-through performance and conversion
performance of social networking websites against other
campaigns, such as syndicated video, blogs, and micro-sites


Questions & Answers
Thank You!

Next Top Floor Technologies Seminar

Website Usability Workshop
Friday, August 5th – 9 AM to Noon
Crowne Plaza – Wauwatosa

See flyer in your folder for more information and a discount code.


Social Media BootCamp

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