A nice refresher on how to user simple tactics to achieve organizational readiness in social, plus a few quick stats on successful Facebook wall posts.

1. Organizational Readiness:
Social Media Tactics for Success
Presented by Deanna Ferrari of MARC USA!
October 13, 2011
© MARC USA, 2011 — All Rights Reserved

2. A brand is now defined as the sum of all conversations
taking place around it, and it’s happening regardless of
whether or not we participate in the dialogue. – Radian6
© MARC USA, 2011 — All Rights Reserved

3. TODAY’S AGENDA
§ About Deanna & MARC USA
§ Social Guidebook Overview: Setup For Success
§ Questions/comments
Twi$er
Hashtag:
#orgsocialready
© MARC USA, 2011 — All Rights Reserved

4. ABOUT ME
© MARC USA, 2011 — All Rights Reserved

5. ABOUT MARC
© MARC USA, 2011 — All Rights Reserved

6. SOCIAL GUIDEBOOK: "
TACTICS FOR SUCCESS!
§ Listen & Learn
§ Setup
§ Plan
§ Engage & Respond
§ Analyze
© MARC USA, 2011 — All Rights Reserved

7. LISTEN & LEARN
§ Set up searches (search.twitter.com/socialmention.com)
§ Monitor what people are saying
§ Determine what channels these people are using
§ Understand what they’re saying
© MARC USA, 2011 — All Rights Reserved

8. SETUP
FACEBOOK
§ Types of pages – do you need more than one?
§ Page and tab settings
§ “Liking”/linking to other pages
TWITTER
§ Followers – who to follow/follow back
§ Using Twitter lists
§ DM vs. @reply
§ Favorite tweets
BOTH
§ Know terms and policies to comply with social network
legal conditions
© MARC USA, 2011 — All Rights Reserved

9. PLAN
§ Determine the overall strategy & objective of your pages
§ Set goals (Numbers? Engagement? Reach?)
§ Set up a social team – but get the entire organization on
board
§ Determine what you’ll say
§ Determine how often you’ll say it
§ Say it in a consistent brand voice
§ Negative conversation: proactive crisis plan
§ What happens if my page(s) gets hacked?
© MARC USA, 2011 — All Rights Reserved

10. ENGAGE & RESPOND
§ Maintain a consistent schedule of proactive posts using an
editorial calendar – but know social changes in an instant
§ Tag/link/use hashtags when possible to extend reach
§ Optimize each post
§ Include giveaways or exclusive content that only social
followers get – give them a reason to follow you
§ Promotion! Promotion! Promotion!
§ Respond – “like,” retweet, comment, answer and ask
questions
© MARC USA, 2011 — All Rights Reserved

11. ANALYZE
§ Remember that goal you set? Did you meet it?
§ Benchmark pages weekly, monthly and/or quarterly to
track growth and overall engagement
§ Use free and paid tools
§ Hootsuite
§ Tweetdeck
§ Radian6
§ Buddy Media
§ Social Mention
§ Tweet Reach
§ Twitter Counter
§ Tweet Stats
§ Determine what’s working, what needs to be improved.
Measure, learn, optimize and continue
© MARC USA, 2011 — All Rights Reserved

12. FAST FACTS FOR SOCIAL SUCCESS: FACEBOOK
§ Posts with 80 characters or less in length have 27% higher
engagement rates
§ Shortened URLs are actually less effective than full length
URLs (3 times less engagement)
§ Brands that post outside of typical business hours had a
20% higher engagement rate
§ Posts that end with a question have a 15% higher
engagement rate. Top words: Where? When? Would?
Should?
§ Top words to make your fans take action: Like, take,
submit, watch, click, visit
Source: Buddy Media White Paper: Facebook's EdgeRank: How to Make Sure You're in the News Feed
© MARC USA, 2011 — All Rights Reserved

13. Thank you!
Questions?
Email: dferrari@marcusa.com
Twitter – Deanna: @dferrari
Twitter – MARC: @marcusawezog
Facebook – MARC: Facebook.com/marcusawezog
© MARC USA, 2011 — All Rights Reserved