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Social Media for StartupsA Primer
Presented at NWEN
Andy Boyer / Alonso ChehadeJan 29, 2013
Download: http://bit.ly/NWEN2013_0129
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About Andy Boyer / Social3i
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About Alonso Chehade
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Today’s Discussion
Intros and getting to know each other
Getting Started With Social• Passive • Active
Inspirational Ideas
Building a Strategy or Framework
2 Case studies – Relaborate and Pillar Properties
Channel Tactics – 3 stars and 5 tips from Alonso
Q+A All through the preso.
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Where You Can Find Social3i
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Who We’ve Worked With
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What we do for fun
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Your Startup Personal Branding and Networking Through Social MediaWhy is it important?How can I get started?
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Why Social Media is Important for Your Personal Brand
Network and Engage with Customers and Partners Deepen Relationships Own your Brand
Sharing of news and information from partners and customers
Collect real insight and understanding of partner needs and wishes
Determine what Google finds
Proactively work to become someone thought leaders want to engage with
Identification of trendsetters and thought leaders
Conversations with the right people in the right places about product ideas and deficiencies
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.
“Worldwide, 86% of companies have a presence on Facebook and Twitter….
“…Meanwhile just over half use YouTube and LinkedIn and only slightly more than a third
have a presence on Pinterest and/or Google+”
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.
Using social media boosts website traffic:
- Companies gain a 185% lift in Web traffic after achieving 1,000 Facebook likes
- Businesses with 51 to 100 Twitter followers generate 106% more traffic than those with 25 or fewer followers.”
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What Do Customers Want?
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“Social media users are willing to pay a 21% premium for brands that deliver great
service through social media”
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.
“Facebook grew 18% in 2012 and accounted for more than half of all social content.”
“There are one billion posts per day made on Facebook. The average user spends nearly 7 hours per month on the social networking site, and one out of every five pageviews on the Internet is on…Facebook.”
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The Day that News Changed
• 3:26 pm photo was posted to Janis Krum’s (@jkrums) twitter profile
• New York Times broke the news at 3:48 pm and didn’t post to the front page until 4:00 pm
Page 15
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The moment that defined Twitter for the mainstream
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Why Do We Need to Understand Social Media
Industry Shift in Marketing Spend
• 46% Decline in Tradeshow spending• 44% of Direct Mail never opened• 90% of marketers now use social networks in their marketing efforts. • Social media and blogs reach 80% of all U.S. Internet users. 91% of experienced social marketers see improved
website traffic due to social media and 79% are generating more quality leads.
B2B Users and Customers Shifting to Social Vehicles
• US Internet users spend 3x more time on social networks than email, and 6x more than on portals• 61% of U.S. Marketers use Social Media for Lead Gen• 63% of companies who are using social media say it has INCREASED EFFECTIVENESS of other marketing efforts• LinkedIn drives the most leads to B2B sites, according to Leadforce Source: HubSpot
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A Complete Social Media Process
Listen • Use Social Media Monitoring tools to track the conversations around a brand and the industry as a whole. Identify key industry influencers and brand advocates.
Plan • Establish 30-60 day editorial calendars to drive conversations and lead consumers through a planned story arc. Then we develop syndication strategies to get the content maximum exposure.
Develop • Write short and long form content in multiple channels that engages customers and encourages sharing.
Review • Analyze key metrics such as Virality, Engagement and Reach to determine the success of our messaging strategies.
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Passive Social MediaHow do I get started?
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Logo Spotting
Facebook Twitter YouTube LinkedIn Wordpress
Blogger Wikipedia Foursquare Tumblr Flickr
Pinterest Instagram Angry BirdsMySpace Farmville
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Check Yourself
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Listening via Google Alerts
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LinkedIn -
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Quora Conversations Quora users ask industry
specific questions. Business
professionals have the
opportunity to step in and
answer inquiries to
serve as “the voice” of their
industry.
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Email Tools (Rapportive)
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Using Twitter Tools to Listen (Followerwonk)
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More Twitter Tools
Hootsuite (Alonso will cover)
Tweet Deck
TwitCleaner
Twilert
100 more
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An Active Social Media PlanPutting The Pieces Together
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Inspiration to Get Your Mind Going
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No Social Plan = Disaster Waiting to Happen…
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Social media has become a defacto customer service channel
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Involve Your Community in Decision Making
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Involve Your Community in Decision Making
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Use Channels to Communicate to your base
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Using Social Channels to Show What You Do
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Choose a channel that maps you your audience
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Meme Jumping
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Don’t forget the little things
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Use email to enforce / enhance social channels
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Follow (and copy) leaders
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Why Should I blog? It’s Hard.
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Help others help you
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Building the Plan: The Philosophies
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What’s your story?
You have more to talk about than you realize• Conferences• Product Releases• Speaking Engagements• Promotions / Hires• Partner News• Customer Success
Stories
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Be Realistic
So many channels, so little time.
Where to focus your time and efforts?
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Set Your Goals
Maximizing an ad campaign by extending the content to channels not covered by paid media
Crowdsourcing information to improve programs and services
Searching for external opportunities to service customer related issues,
Product / Service
Development
Customer Support
Outbound PR / Advertising
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Setting Your Expectations
Ignore
Interest
Interact
Integrate
Influence
Develop marketing and business plans without benefit of any data or insights generated on the social web about you or competitors
Basic benchmarking, auditing and listening to conversation about your brand, customers & products
Enagaging with fans, followers, press, analysts and critics
Melding social into your overall marketing program
The Long Term Goal: Giving customers a say in developing, supporting and evangelizing your brand
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Understand Your Audience
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Identify Key Customers
Brand Broad Message
Potential Customers
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Identify Key Customers
BrandNarrow, TargetedMessage
Potential Customers
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Building the Plan: The Tactics
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Building Channels Step 1:Set up a dedicated email address
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Step 2: Why are we here?
• Who are we reaching?• What do we want them to do?• Which parts of the company can we involve?• How much trust have we earned so far?• What do these people like to do?• What tools do we have at our disposal?• How much time do we have to dedicate to this effort?• What kind of budget do we have to work with?• What does our existing marketing calendar look like?
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Step 3: Get a consistent name
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Step 4: Have the right free tracking tools
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Step 5: Determine your effort level
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Step 6: Set up an Editorial CalendarEditorial Calendar
Date Offline
EventSales Calls Aggregated
Content on Web Site
Blog Facebook (In addition to
general discussion)
Twitter (In addition to replies and discussion)
YouTube Foursquare
Sun 7/10 Mon 7/11 Tues 7/12 Wed 7/13 Thurs 7/14 Fri 7/15 Sat 7/16 Sun 7/17 Mon 7/18 Tues 7/19 Wed 7/20 Thurs 7/21 Fri 7/22 Sat 7/23 Sun 7/24 Mon 7/25 Tues 7/26 Wed 7/27 Thurs 7/28
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Step 7: Find your audience
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Also: Build in some lead gen
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Building the Plan: The Relaborate Story
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Building the Plan: The Pillar Properties Story
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Diving Deep into ChannelsAlonso Chehade
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Top 5 Social Media Sites
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Channel Overviews 3 Stats & 5 Tips
Facebook Twitter
LinkedIn YouTube
Google+
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Over 1 billion active users
Source: Facebook Inc.
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62% of B2C companies acquired new customers from it.Source: HubSpot’s Marketing Fact vs. Marketing Fantasy eBook
41% of B2B companies acquired new customers from it.Source: HubSpot’s Marketing Fact vs. Marketing Fantasy eBook
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Profiles Vs. Pages
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Types of Interactions
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post once every two days
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keep updates brief
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ask questions
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Tell your friends
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Over 200 million active users
Source: Wikipedia
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39% of B2B companies acquired new customers from it.Source: HubSpot’s Marketing Fact vs. Marketing Fantasy eBook
67% of users more likely to buy/recommend a brand they follow.
Source: Survey by Chadwick Martin Bailey
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Types of Interactions
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Tweet often but with breaks
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is a link economy
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160 million active users
Source: wikipedia
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Profiles Vs. Company Pages
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Tell your company’s
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Share job openings
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Highlight your products & services
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Types of Interactions
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LinkedIn Groups
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YOUTUBE
Over 800 millionunique visitors/month
Source: wikipedia
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YOUTUBE
Types of Interactions
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GOOGLE+
235 million active users
Source: Wikipedia
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GOOGLE+
Profile Vs Pages
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TOOLS
Handy tools
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HootSuite
Monitor, Schedule, Collaborate
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Rapportive
Always be connecting
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followerwonk
Smart Twitter Search
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Google Alerts
Decent keyword mention alerts
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TOPSY
URL social search
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TweetReach.com
Tweet Analytics past 8 days
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THANK YOU
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Social3i Consulting3135 Elliott Ave Suite 225Seattle, WA 98121+1 206 852 8567
[email protected]@social3i.comwww.social3i.com
insight | ideation | influencesocial3i
