Social Media 101 Engaging & connecting with customers
August 8, 2012
Agenda
• Overview top social media outlets
• What are some of the tools & tricks?
• How do you measure success?
• Practical application (30 min. optional)
It’s about Engaging People
Having Conversations
Leveraging Word of Mouth
Capitalizing on Testimonials
Studies show online conversations are good predictors— • box office revenues • electoral outcomes • What your customers think!
Having a Presence and SEO
List and link your
business:
• Google maps
• Bing
• Manta
• Yahoo
• City Search
• Yellow Pages
• Yelp
Company Name vs. Individual Post
• Multiple profiles means more work
• Family and friends want different content than business colleagues
– Individuals can use Facebook lists or Google+ circles
– Facebook company pages have more features
– Linkedin groups, unless you are big, aren’t very strong
• Facebook company page has more features
Be intentional with your access and purpose
The Big Four Facebook Twitter YouTube Linkedin
B2C B2C and B2B B2C B2B
800 M+ users 108 M US/465 M worldwide
490 M+ est. 161 M professionals men (63%) women (37%)
• Lots of power users and less interaction than Twitter. Most seek people they know.
• Easy to extend beyond friends-open to people they don’t know
• Largest viewership of any video site
• Excellent for networking and warming leads
• Most seek people they are acquainted with
• Focuses on personal sharing
• Biz page: 1-to-1 messaging, pin a top status, cover photo, very discount oriented
• Can mass email • Users are more trusting
and more social • More political
• More about connecting to contacts and brands than friends
• Becoming more entertainment & sports focused
• Most racially diverse mainstream outlet
• 2nd largest search engine next to Google-SEO
• Link to website very visible
• Good video repository and can embed videos
• Enables you to position self as an expert
• Online resume • Link to website very
visible • 3 out of 4 there for
business purpose • Reporters use to
validate expertise
405-700 min per month 21 min. per month 15-25 min. a day • 8 min per visit (17 min mo. )
18-44 yr. olds (50% log in every day)
26-54 yr. olds (log in 1 or twice a month)
44+ yrs. Old (most have $100K household income)
Ethical Tips and Tricks
• Provide full disclosure
• Link to your business website or create a page on your website for
listing your relationships
• Cite your business identity in your profile
• Make a hash tag notation #spon (sponsored), #paid (paid), #rep
(represent), and #samp (sample)
• State you are sharing your personal opinion
• Tag a Video, Audio blog, or Podcast (rolling credits and caveats)
• Do not pay for, or run contests to promote recommendations/reviews
Etiquette Tips and Tricks • Always acknowledge when someone mentions
you, either with a direct message, like, or reply
• Respond to input quickly
• Promote yourself only 20% of the time
• Refrain from yelling--using all caps bold, underlining, and use exclamation marks sparingly (besides it makes it hard to read on a phone)
• Don’t tag nonusers or send email invitations to nonusers without their consent
• Educate, inform or increase awareness-don’t use direct mail language or mislead people
• Automated twitter accounts and purchasing followers or friends never leads to good business
• Always give credit to sources
• Counter negative comments in a respectful, yet direct manner
• Seldom repeat material unless you reframe it
• Remember please and thank you!
It’s a work party! Don’t be a bore.
Engagement Tips and Tricks
• Be concise
• Be visual
• Join Linkedin groups
• Like, recommend, share
• Use surveys and polls—share results too!
• Ask pertinent questions
• Promote your social media channels
• Reply and/or thank others for good information
• Participate in the Linkedin question and answer forums
Off-line or real life rules apply!
• Thank those that compliment but don’t retweet every recommendation
• Directly engage others using the + or @ symbol
• It’s all about liking this and hating that—learn from it!
Time Management Tips and Tricks
• Create a content/editorial calendar
and plan quarterly-focusing on one
topic per month
• Schedule posts for the week(s) but
check in periodically (think about
scheduling time to monitor)
• Use a Smartphone app to check in
when you are killing time
There’s an app for that
Content Management Tips and Tricks
• Share images
• Shorten links using bit.ly
• Provide links only some of the time
• Share personal interests
• Collect evergreen material
• Encourage others to send you material
• Recycle website information
• Quote people
• Share stats and data
• Use industry trade news or corporate/parent affiliations as a news source
• Retweet (Twitter) or share other people’s content
• Check out your competition and see what they are doing, and be open to competitors
• InternetSlang.com, is a reliable source for acronyms.
Be authentic-share the real you
Measurement Tips and Tricks
• Have fun, experiment
• Measure weekly/monthly
• Use a free tool to generate reports
• Only measure actionable data and use it
The Klout Jury is Still Out
Average score = 20
1. How many people you influence
2. How much you influence them
3. The influence of your network
What should you measure?
--Fans/Followers
--Shares
--Retweets
--Impressions
--Click-through rate
--Bounce rate
--Page view length
--Return visits
--Calls
--Leads
--Sales
Managing and Measurement Tools
PAID FREE
HootSuite: team access, schedule and monitor
many channels, integrated with more analytics,
more robust report feature
TweetDeck: schedule and monitor tweets
(Twitter) only
Hubspot: measurement and listening - a rare
combo; prettiest reports; good for doing research.
HootSuite: schedule and monitor many channels,
integrated with analytics
CustomScoop: Scans YouTube, Facebook and
Twitter, plus online news resources; intuitive for
research; automatically emails
reports/PDF’s/excel docs/etc.
Buffer: Finds the best times to schedule your
tweets and Facebook posts; allows multiple bit.ly
accounts.
Actionly: measure everything including page
views, clicks, revenue, retweets, etc. and set up
campaigns; publish from multiple networks and
accounts; track conversations; analyzes
sentiment and create custom reports
Crowdbooster: Freemium model; analyzes
account to show when users most engage with
tweets and suggests scheduled time based on the
algorithm; multiple bit.ly accounts as well but only
with paid program
Crowdbooster: Freemium model; analyzes and
shows when users most engaged and suggests
scheduled time; multiple bit.ly accounts
Dynamic Tweets: very basic, easy tool that
schedules tweets (Twitter), and search through
old tweets
Let’s Network!