Wendy Soucie www.wendysoucie.com presented on Using FaceBook and Twitter to market bike tours and connect with riders before, during and after the ride.
5. NCP Model
• Build a strong social NETWORK +
• CONTRIBUTE content valued by the
network+
• PARTICIPATE in your network and social
ecosystem+
• Be Genuine, Trustworthy
• Grow your social capital
Socialmedia-academy.com
6. Social Media Policy
Create at least 2 policies
– Employee boundaries and limits
– Operational - based on job role
Start with your email policy
Social Media Policy List:
http://www.socialmedia-
academy.com/index.php/resources/s
ocial-media-guide-lines/
http://www.itbusinessedge.com/cm/docs/DOC-1257
Analysis of Social Media Policies: Lessons and Best Practices Chris Boudreaux
http://socialmedia.policytool.net/
http://disclosurepolicy.org/
7. Use employees as
ambassadors
Provide guidance
Support your employees
State your company
boundaries
Provide the right info, to
the right people , at the right
time
Provide hyperlinks in all
policies to all relevant
documents and contacts.
Social Media Policy
8. Should we pay attention to Facebook
versus search?
Source: Omniture Likes Facebook Guide
13. Specific Business Goals
• Build your email list
• Drive traffic to your blog/Website
• Sell more product/services
• Increase event registrations
• Get media contacts & attention
• Connect with partners
• Improve customer service
15. Strategic Approach to Facebook
• Branded Page – color, logo, image
– Do they know they are in the right place
• Content and Context
– Where, what, when, who, how
• Promotion
– Timing, frequency, amplify message, share
• Engagement
– Try different things and track
• Conversion
– Call to action, REPEAT, make it visible
17. Tip #1 – Facebook Page
• Fans need to like you otherwise nothing
happens!
• Fans don’t need to be friends of a profile
– unlimited fans
• You can send updates to all connections
• Acceptable to promote, advertise, inform
via page – 80/20 rule
18. How to Set Up a Page
• Have 2 admin
• Setup a schedule of posting
• Add FB page to your email signature
• Use social address books like Xeesm.com to
make it easy to find
• FB badge on blog and “like” button on posts
• Incorporate other media for the page - videos,
blog posts, discussions, photos, notes, events.
20. Other tips on pages
• Name your page after 25 fans
• http://facebook.com/username
• Think Brand when you create the name
• Users can join your page via SMS
Text: like yourusername to 32665 (FBOOK)
Like wendysoucieconsulting to 32665
21. How to Promote a Business Page
• Answer questions your audience wants answers
to.
• Contribute on a regular daily basis to be in the
news feed.
• Promote to your existing network and opt-in
list.
• Make your Page publicly searchable - settings.
• Use Facebook Ads for an extra push to collect
fans.
24. Tip #3 Events
• Setup events from your business page
• Upload photos and videos of past events
• Post relevant links
• Invite past attendees to similar events
• Encourage “Invite your friend Links”
• Ask for the “share”
• Integrate with event directories locally
27. Groups
• Must be a member to view
• Internal to FaceBook
• Search engines will not find
• May want to create both
28. Facebook Groups vs Pages
FB Groups FB Page
Community Represents brand or entity
Email members to inbox Update shows up on home page and
inbox
Shows up on profile as text link Shows up on fans profile w/image
and text link
Groups indexed and 1 page
searchable
Page tabs are indexed and searchable
– fans search listing
Group joining shows in news feed Fan joining is distributed in news feed
Admins listed in group Admins are behind the scenes
29. Measuring and Analyzing
1. Reach: Total # fans, group members, and/or friends.
2. Engagement: Level of engagement and # of
conversations with potential and current customers
and fans.
3. Impact on Sales Funnel: # number of visitors from
Facebook to your website that convert into leads
and customers. Add Google Analytics to website.
33. Strategy Follow Create Engage
Event Coverage Those interested or
attending event,
media, community
Event information,
updates, behind the
scenes
Setup Tweetups,
hashtag, talk to
attendees ask &
answer questions
Product Promotion &
Sales
Current and potential
customers, those
interested in similar
products
Links to online
promos, insider info
on upcoming sales/
discount codes
Check replies and
DMs answer
questions , provide
info when needed.
Issue advocacy Those interested in
your cause, industry
leaders, news
Added values: health
tips, disaster alerts,
fundraising info
Know your followers,
thank them for
support, get them
involved
Building Community Those interested in
the broader subject
Share news, advocacy
groups, share tools,
tips and events
Use polls, questions,
encourage sharing
videos, pictures.
Source: Ogilvy
39. Profile
• Picture
– Use your picture
– Brand your profile with your name
– Build a separate profile for the business
• Links – link to more info and recognize they
come from Twitter
• Bio – complete all available characters
• Messaging – think about branding and
consistency
43. 10 Twitter dos
1. Do remember that your content should be 1/3 technical or how-to
tips, 1/3 personal and 1/3 emotional (quotes & jokes).
2. Answer questions (even if they aren’t directly related to your
company).
3. Ask general questions (about what people like, what they want, what
they dream about)
4. Do help people when they have a problem or are looking for
information.
5. Do retweet ideas/thoughts/links that you find interesting. Think
business, civic, non profit
6. Do track and measure what is happening with your links (www.bit.ly )
7. Do start small.
8. Do find daily interesting information about what you do.
9. Do develop a list of tips to share on a daily basis.
10. Do bring Value to your community.
44. Measurement
• Follower numbers
• Follower engagement
• Measurable links
– Clickthroughs
– Conversations
– Context
• Retweets
– Reposting your links
– Others pointing towards what you do
46. • Cross pollinate your
media
– Blogs
– Podcasts
– Videos
– Photos
– Presentations
– Ebooks
– News releases
– PDFs
– Slideshows
– Event Directory
listings
What to Publish and Share
47. – Emails > blog posts
– Forum posts > blog posts
– Blog posts > presentations
– Presentations > blogs
– Event video > blog post
– Interview clients > blog
– Company info > public
reports
– Company info >
presentations
Make Use of Existing Material