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Similar a Social Media for Inventors Society of South Florida (ISSF)(20)


Social Media for Inventors Society of South Florida (ISSF)

  1. Social Media Standard Operating Procedures
  2. Meet Your Presenter April Nelson President, Digital Compass Social Media Strategist Since 2001
  3. Agenda • Listening • Profile Optimization • Building an Audience • Management Tools • How to Tell What’s Working
  4. Social Media Process Listen Educate Listen Inform Listen Engage
  5. What am I Listening For? • Mentions of your Company name • Mentions of your brand(s) • Executives’ names • City name • Business partners • Product themed keywords
  6. Setting up a Google Alert • Enter a search query that you would like to monitor • Choose result type • Preview the results
  7. Preview Your Google Alert
  8. TweetDeck • An app that brings flexibility and insights of Twitter users • By Twitter, for Twitter
  9. TweetDeck
  10. Add Streams in TweetDeck • Search Tweets or Users – Filter content so you only see what you want to see – Identify users to follow and interact with
  11. Social Mention • Allows you to track (and measure) who is talking about your staff, your organization, or any topic related to your industry. • Social Mention pulls data from over 100 social media platforms to give you the most accurate, real-time information landscape in real-time.
  12. Social Mention • Sentiment • Top Keywords • Top Users • Top #Hashtags • Mentions by Source
  13. Social Mention
  14. Social Media Alphabet
  15. Profile Optimization
  16. Control more real estate in search results
  17. Facebook - Basic Information • Founded Date • Physical Address • Long Description • Social Media Guidelines / Disclaimers for Compliance • Mission Statement • Awards • Products • Phone Number • Email Address
  18. SEO* for Your Facebook Page • User Name • About • Mission • Company Description • Email address • Address • Phone Number *SEO = Search Engine Optimization LOCAL SEARCH
  19. How Your Page is Indexed • Title = Your Page Name • Description = Page Name + About section of your Page SEO Title Meta Description
  20. LinkedIn Company Page
  21. Creating a LinkedIn Company Page • Company Type • Company Size • Add your website URL • Select an Industry • Operating Status • Year Founded
  22. Creating a LinkedIn Company Page • Upload your main cover image / banner – PNG, JPEG, or GIF; max size 2 MB – Must be 646 x 220 pixels or larger – Note: You can crop your image once it's uploaded • Upload your logo – PNG, JPEG, or GIF; max size 2 MB – Note: Image will be resized to fit 100x60 pixels
  23. Creating a LinkedIn Company Page • Add your Company Description – What makes you unique? – 1-2 paragraphs – Google search results shows previews of your Page text – Incorporate keywords • Click Publish to save your changes
  24. Add Your Products & Services • Build out Products & Services Page – Allows you to showcase everything you do / offer – Marketers that build out this section tend to have twice as many followers
  25. Products & Services Example
  26. LinkedIn Personal Profile • PERSONAL PROFILE OPTIMIZATION RECOMMENDATIONS • Maintain a current profile • Make it robust / complete • Utilize anchor text and link to deep pages on the main website • Use LinkedIn status updates – Keep your network aware of key speaking engagements or meetings you’re attending – Weigh in on the latest news relevant to your specialty • Recommend colleagues • Ask for recommendations where it makes sense (you worked together on a case, speech, article, presentation, etc.) • Keep an active reading list – an easy way to keep your profile active • Join professional groups for business owners / specialists in your field
  27. Twitter • MUST-DO TO MAXIMIZE SEO AND USABILITY • Ensure your Twitter Name is representative of your Company / Brand / Product • Use strategic keywords toward the beginning of your bio. • Your Twitter bio information is key as Twitter search engines use keywords in your bio in search results when people are looking for similar users to follow.
  28. YouTube • MUST-DO TO MAXIMIZE SEO AND USABILITY • Optimize Titles – Make them provocative so users will want to click through to view – Incorporate important keywords at the beginning of the title and branding at the end of the Title • Optimize Descriptions – Incorporate a call to action where it makes sense – Incorporate links to the main website where appropriate (SEO / link building value and also helps users find related and additional info) • Add keyword-specific tags to help give your videos the best chance of showing up within YouTube internal search
  29. Other Platforms to Consider • SlideShare • Quora • Vimeo • Pinterest
  30. There’s an App For That Apps
  31. OVER 550,000 Apps for Pages on Faebook Source:
  32. Apps
  33. Default v. Custom Default Apps • Photos • Events • Notes • Video Custom Apps • Over 550,000 • They are turned off by default to keep things clean and organized • Allow extensible features to be added into your page
  34. Default Apps
  35. Default App: Notes • Notes is a quick and easy way to populate content on your Page • No fancy design or styling – straight text with ability to upload images • Each Note is index-able in search results – additional opportunities to be found!
  36. Applications for Apps • Cross-promote other Social channels • RSS feed • Email Capture (Newsletter Sign Up, Contact From, Make an Appointment, etc.) • Polls & Surveys • Contests & Promotions • iFrames – pull in content from your website – Add a block of html
  37. Popular Apps • Cross-promote other Social channels – Pinterest, Twitter, YouTube, SlideShare • RSS feed – RSS Feed Reader, Social RSS • Email Capture – Constant Contact, Mail Chimp, Aweber, ContactMe, Extended Info • Polls & Surveys – Survey Monkey • Contests & Promotions – Wildfire • iFrames – Static HTML: iframes
  38. Static HTML: iframe tabs • Add content / image for non-fans
  39. Talking to Customers
  40. Responding to Comments – Best Practices • Respond in a timely manner, within 24 hours • Always be polite and empathetic, and try to direct negative comments or dissatisfied customers offline as quickly as possible • Be helpful by pointing users to the requested information on your website • When possible, follow back up with the commenter when additional / new information is available • Be positive when someone points out a mistake; thank them for letting you know • Don’t delete comments; with the exception of comments that violate your social media policy
  41. Positive / Neutral Comments Does the comment violate social media policy? NO Can you add value by saying thank you or providing additional info? NO Let it stand; no response necessary. Comment back, based on the present situation. YESYES Document and delete the comment.
  42. Negative Comments Does the comment violate social media policy? NO Does the criticism / attack / comment have merit? NO Let it stand; no response necessary. Does the comment include incorrect info? YESYES Document and delete the comment. NO Is the comment stemming from a negative experience with your organization? YES YES Respond with the correct / factual info and site your sources if needed. Admit your mistake(s) and remedy the situation if possible. NO Can you add value by saying thank you or providing additional info? NO Let it stand; no response necessary. Comment back, based on the present situation. YES
  43. Building an Audience
  44. Cross-Promoting
  45. Offline • Flyers & brochures • Direct mail, postcards, etc. • Letterhead • Business cards • Use QR Codes • Use your Vanity URL
  46. Email • Update Your Email Signature Block • Include icons and Like buttons in your Email template • Notify Your Email List – About your New Page & what to expect – About any incentives for Liking the Page – About contests or promotions happening on the Page
  47. Website Increase Page Likes • Like Box • Incorporate Prominent Social Media Icons – Globally, in the header or footer – On interior pages, using text links • Dedicated Page – Connect With Us – We’re Social Increase Content Shares • Like button • Social Bookmarking & Sharing Plug-ins – Sharing the reference of your content with other websites – AddThis – ShareThis
  48. Incentives • Insider info - EXCLUSIVITY • Tie Likes to a cause or initiative – Donate a certain amount of money to a designated charity for every new “Like” • Free Item • Coupon, Promo Code, Money Savings
  49. Invite Friends to Your Page
  50. Tell Them What to Expect • Be the first to hear about special events • Easy access to your online banking • Stay updated on community events • Exclusive promotions and contests for our Fans
  51. 4 Steps to Business Success on Facebook
  52. Connect With People
  53. Facebook Ads •Exposure to Fans’ Friends •No ad copy – based on interaction - liking or sharing a picture or post, etc. • Ideal for building Page Likes Sponsored Stories •Increase exposure to your Fan base and/or •Target entire user audience or filter by demo •Ideal for building engagement & promoting events Page Post Ads •Increase exposure to your Fan base •No ad copy •Ideal for making sure you’re getting your message out to your audience Promoted Posts •Target entire user audience •Ad copy consists of Title, Description, and Image •Drive traffic to your Page or main website Marketplace Ads News Feed & Side Bar News Feed & Side Bar News Feed Sidebar
  54. Engage Your Audience • Post QUALITY content regularly • Have conversations on your Page – Be sure to respond to comments and private messages – Address specific users; tag them in your response by typing @ before their name • Follow other Pages & interact with them! • Promote your Posts
  55. Give Them Something to Talk About
  56. Influence Friends of Fans
  57. Best Post Length
  58. Best Day to Post • 86% are published between Monday and Friday, with engagement peaking on Thursday and Friday • Test and find your best day! Source: Buddymedia: Strategies for effective Facebook wall posts
  59. Best Time to Post • 60% of are published between 10 am- 4 pm • Number of published posts steadily decreases after 4 pm Source: Buddymedia: Strategies for effective Facebook wall posts
  60. Best Frequency to Post Source: Buddymedia: Strategies for effective Facebook wall posts
  61. Best Type of Post • Ask Questions using the Facebook Questions App • Use Fill in the _______ Posts • Give exclusive info • Post a picture and ask people to come up with the best caption • Consumer offer-related keywords
  62. For Facebook, PHOTOS are King
  63. Post Type
  64. Photo on Timeline
  65. Management Tools • Date & Time • Theme / Category • Keywords • Social Content • Call to Action (CTA) • Resource Link
  66. Conversational Calendar
  67. Content Calendar • Date & Time • Theme / Category • Keywords • Social Content • Call to Action (CTA) • Resource Link
  68. Monitoring & Management Tools FREE TOOLS • Google Alerts • Social Mention • TweetDeck PAID TOOLS • Hootsuite • Sprout Social • Hubspot • Vocus MONITORING TOOLS MANAGEMENT TOOLS
  69. Hootsuite • Save your time and your sanity • Improve productivity by managing all of your social networks within HootSuite. • Listen, engage and measure all from one simple interface. • Free version lets you manage up to 5 profiles
  70. Publishing from Hootsuite Attach image or file Schedule Add location Post content here Link shortener
  71. Track Clicks on Your Links
  72. Bulk Message Uploader • Easy to use • Now only available with paid version, $9.99
  73. Measurement
  74. Key Performance Indicators (KPI) • Page Likes & Followers • Unique Visitors • Time on Site • Shared Content / Visitor engagement with the website • Inbound Phone Calls • Contact Us form requests • Request for quote • Mobile banking registration • Sign up to receive paperless statements
  75. Tools & Reports • Platform Specific Tools – Facebook Page Insights – LinkedIn Company Page Insights – YouTube Insights – Pinterest Analytics • Google Analytics • Link Shortener Analytics
  76. Page Insights: Overview 1. Each tab displays different info 2. Overview of total Likes & Reach 3. Engagement & Reach 4. Post-specific details
  77. LinkedIn Company Page Insights 1. Page Views 2. Page Visitor Demographics 3. Unique Visitor Details 4. Product & Service Page Clicks 5. Career Page Clicks
  78. Google Analytics Reports • Where Social Traffic is reported – Social Reports – Referral Traffic – Coded Links
  79. Social > Conversions
  80. Tagging Your Links • Overview of what can be captured – Source – Medium – Term – Content – Campaign post&utm_term=refer+a+friend&utm_campaign=Business+Checking
  81. Tagging Your Links • Overview of what can be captured – Source = Facebook – Medium = wall post – Term = refer a friend – Content = – Campaign = Business Checking post&utm_term=refer+a+friend&utm_campaign=Business+Checking
  82. URL Shorteners • Gained popularity because of Twitter’s 140 character length limitation • Clean up long URLs before they are displayed within Facebook posts, LinkedIn posts, emails, etc. • Users from an organization can share the same account so info is aggregated in one place
  83. See How Users Are Finding Your Link • QR Code can be generated • Total clicks on link over time • Source of clicks on the link • Location of clicks on the link
  84. Google URL Shortener
  85. Questions?
  86. Thank you!