Social Media Manager's Workshop

Social Media Manager’s Workshop by Eric Schwartzman

Las Vegas, Nevada April 29-30, 2015 Courtesy

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Copyright 2015 - All Rights Reserved Social Media Manager's Workshop - May 2015 www.complysocially.com

Salt Lake Olympics

Britney Spears

What I Did

Star Wars 30th Anniversary

Pussycat Dolls Academy Awards

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What I Do

@ericschwartzman

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Social Media Strategy

!  Selling the Value of Social Media

!  Content Marketing

!  Social Media Policies

!  Employee Ambassador Programs

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Selling the Value of Social Media

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Person-to-Person

Brochures

Paid

Search

Earned

Social Networks

!  Recorded and Stored

!  Discoverable through Search

!  Shareable through Social


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Case Study: http://www.ontherecordpodcast.com/chatter Courtesy

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Selling Social Media: Build a Coalition

•  Look for early adopters on Linkedin •  Evaluate their sophistication by checking group memberships and recommendations •  Search Google for influencers at your company using Twitter Courte

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Selling Social Media: Find Your Competitors

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Selling Social Media: Find Your Partners

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https://followerwonk.com/bio Courtesy

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Selling Social Media: Compare Social with Mainstream

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Selling Social Media: Compare Reach

https://siteanalytics.compete.com Courtesy

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Selling Social Media: Look for Impact on Reputation

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Selling Social Media: Respect Corporate Culture

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Content Marketing

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Best Practices: B2C

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Comment Policies

Source: Monsanto Blog Courtesy

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Sneeze Posts

Source: Monsanto Blog

20

http://ow.ly/Mg2Nc

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Best Practices: B2B 21

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Best Practices: Top Tactics

http://cdn2.hubspot.net/hub/53/file-1589882006-pdf/HubSpot-State-of-Inbound-2015.pdf Courtesy

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Best Practices: Top Tactics

http://contentmarketinginstitute.com/2015/01/research-driven-insights-content-marketing/ Courtesy

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Best Practices: B2C

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Best Practices: G2C

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Organizational Communications

Destination Website Twitter &

Linkedin YouTube &

SlideShare

•  News Media •  CGM

•  Activists •  Prospects •  Customers

Operational Framework for Social Media

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27 Social Media Policies

Dept.! Risk! Reward!HR" Existing policy

violations; policing"Goodwill with work force; recruiting"

IT" Information security; data loss"

Reduce network and desktop support requests"

Legal" Copyright, free speech, libel and audit trails"

Better corp. oversight; tighter controls"

Marketing" Aggravate brand fracture"

Enable market to self-educate"

Customer Service" Perceived productivity loss"

Reduce call center demand"

PR" Negligible" Unfiltered communications"

PA" Negligible" ID opposition points"IR" Selective disclosure" Better shareholder

communications"

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JUSTIFY��CONTROL

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Employee Ambassador Programs

Access - Chunked up content serves employees of different knowledge levels !

Supplemental Content!

Engaging – HD video with full motion graphics!

Modern Interface!

Mobile Access!Courtesy

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ASSESS KNOWLEDGE TRANSFER

Touch screen friendly accommodates the mobile workforce!

Auditable - Standard SCORM 1.2 or AICC tracking. Capable of triggering access.!Courtesy

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CERTIFY COMPLIANCE

Minimize Risk – Mandatory social media compliance training reduces risk and improves performance!

Ensures employees can use social media in a manner that is consistent with company values!

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Advocacy Training Programs

http://bit.ly/sm-compliance Courtesy

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User Experience

!  Impact on Reputation

!  Proximity

! Attribution

! Communications Framework

!  Engagement Methodology

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Impact on Reputation

1.  Bad in-Site Search

2.  PDF Files for Online Reading

3.  Not Changing the Color of Visited Links

4.  Write for the online. Not Print. Tricks:

•  Subheads

•  Bulleter lists

•  Highlighter words

•  Short paragraphs

•  General to specific

•  Simple language

5.  Low Search Engine Visibility

6.  Opening New Browser Windows

7.  Not Answering Users' Questions

http://www.nngroup.com/articles/top-10-mistakes-web-design/ Courtesy

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Proximity

"If we don't do that at Dell.com, it's going to be on CNET or somewhere," Michael Dell says. "I'd rather have that conversation in my living room than in somebody else's."

http://www.cnnmon.ie/dell-value-prop Courtesy

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Homeland Embassy

Embassy

Embassy

Embassy

176M

58M 79M 3M Monthly Unique Visitors

159M

Proximity: Homeland-Embassy Strategy

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Proximity: Links, Widgets and Embeds

Links

Widgets

Embeds Courtesy

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Embedding Embassies in the Homeland

Embassies

Homeland

YouTube Widget

Flickr Widget

Facebook Like Box

Twitter Widget

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Attribution – The Story and the Storyteller

The messenger is more important than message Courtesy

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Attribution – Winning Hearts and Minds

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Attribution: Doubt as a Strategy

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Trust in Sources

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Attribution

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Overcoming Trust Deficits via Social

Audiences: Deliver messages to proponents via internal channels, and opponents/prospects via external messengers."

Sources: Overcome bias by delivering message thru internal and external sources. "

Objective: Communicate your story effectively and efficiently via social media."

Your Message"

Your Social Media

Accounts"

Employee Ambassadors"

Proponents & Allies"

External Experts & Influencers"

Opponents & Prospects"

Low Trust

High Trust

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Overcoming Trust Deficits via Social

Audiences: Deliver messages to proponents via internal channels, and opponents/prospects via external messengers."

Sources: Overcome bias by delivering message thru internal and external sources. "

Objective: Communicate your story effectively and efficiently via social media."

Your Message"

Your Social Media

Accounts"

Employee Ambassadors"

Proponents & Allies"

External Experts & Influencers"

Opponents & Prospects"

Low Trust

High Trust

Training

Clumsy

Curation Tool

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Optimizing Workflows to Regions & Posts

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Optimizing Workflows: Content Library

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Case Study: US Embassy Cairo Hootsuite

•  60 seats allocated ~ 10 active

•  Using “assign” feature to route, solicit and deliver responses to consular questions

•  Conducting tweets chats on the platform. Popularity depends on the subject matter.

•  PAO uses iPhone to approve tweets remotely

• User drafts tweet in Hootsuite

Triggers Email Notification to PAO

• PAO edits, approves or rejects tweet in Hootsuite

Triggers Email Notification to User

• User releases at will or schedules tweet for upcoming release

Users can collaborate on

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Reverse Engineering Lists

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Twitter Lists

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Filtering Twitter Lists in Hootsuite

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Hootsuite User Demo

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EXTERNAL: Public Advocacy with Storify

Tweet from @wildlife_tech is attributed to the Storify user

Possible to tweet original message from @wildlife_tech

Second sharing option

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EXTERNAL: Public Advocacy with Tint Up

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Content Development Framework

Use Twitter List Members to invite attendees

Record MP3 at freeconferencecalling.com

If possible, stream live via Meerkat and/or Periscope

Feed to iTunes

Monitor inbounds to site & share 3rd-party coverage

HighTrust

Internal Distribution

To Proponents & Allies

External Distribution

LowTrust

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Search Engine Optimization

!  Strategy

! Citation Indexing

! Optimization

! Case Study

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SEO Strategy: Anticipating Arrivals

Photo by Juandazeng Courte

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SEO Strategy: Rank vs. Relevance

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Citation Indexing

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Case Study: Inbound Links

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Case Study: Guest Blogging for Link Rank

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site: http://www.opensiteexplorer.org


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Case Study: On-Page Optimization

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The anchor text or link label is the visible, clickable text. Like this hyperlink.

Anchor text is how Google determines relevance.

Poor hyperlink usage:

They have the widest selection of baseball gloves. To visit their store, click here.

A better way of linking would be:

They have the widest selection of Baseball Gloves online.

Off-Page Optimization: Anchor Text Links

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Basics: Off-Page SEO

Brower Page Titles -or- Title Tags

Meta Page Descriptions -or- Meta Descriptions

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Meta: Browser Page Titles & Meta Descriptions

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Common Errors: Length

Title is 150 characters with spaces. Should be 60 max.

Meta Description is 153 characters with spaces. Should be 160 max. Courte

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SEO Exercises

1.  Google Related Search

2.  Google Trends

3.  Google Keyword Tool

4.  Density Analyzer

5.  Tracking Inbounds with Open Site Explorer

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Case Study: On Page SEO

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What Works Best?

www.marketingsherpa.com

z"

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1.  Launch a Blog http://www.blogger.com

2.  Embed a Photo http://bit.ly/embed-photo

3.  Embed a Video http://bit.ly/embed-vid

4.  Embed a PowerPoint http://bit.ly/embed-deck

5.  Embed a Tweet Button http://bit.ly/tweet_badge

6.  Embed a Page Plugin http://bit.ly/page-plugin

Exercises

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Social Media Manager’s Workshop

DAY TWO AGENDA

1.  Monitoring

!  Netvibes

!  Radian6

2.  Crisis Prevention

!  Governance

!  Security

3.  In Practice

!  Audio

!  Video

!  Text

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Monitoring with Netvibes

1.  Dashboard Set-Up

2.  Adding and Customizing Widgets

3.  Adjusting Views, Tabs and Layout

4. Widget and Reader Views

5.  Content Curation

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Monitoring with Radian6

1.  Topic Profile Set-Up

2.  River of News and Analysis Widgets

3.  Conversation Cloud Widget

4.  Influencer Widget

5.  Insight Manager Filters

6.  Mobile App Courtesy

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Case Study: Boolean Corpus contains also contains does not contain

acidification #ocean LGBT antarctic treaty "climate change" god antarctica AND environment environment furniture antarctica AND "ice sheet" "global warming" arctic council ocean atmospheric AND ocean policy biodiversity AND ocean save environmental protection in antarctica freedom of navigation glaciers melting greenland AND "ice sheet" indigenous AND antarctica AND "sustainabale development" "indigenous people" AND arctic law of the sea maritime security mercury AND contaminated mercury AND contamination "ocean acidification" "ocean health" "our ocean" pollution AND ocean reef AND pollution "rising sea level" "sea ice" "sea level" AND "coastal communities" "sea level rise" thawing Courte

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Conversations by Topic (30-Day Sample)

TOP 5 ISSUES

1.  Climate Change 2.  Conservation & Water 3.  Wildlife Trafficking 4.  Oceans & Polar Affairs 5.  International Health & Biodefense

1

3

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Top 5 Issues by Media Type

International Health &

Biodefense

Wildlife Trafficking

Oceans & Polar Issues

Climate Change Conservation &

Water 1

3

2

4 5

ISSUES ON TWITTER

1.  Climate Change 2.  International Health &

Biodefense 3.  Oceans & Polar Affairs 4.  Wildlife Trafficking 5.  Conservation & Water

ISSUES ON FACEBOOK

1.  Wildlife Trafficking 2.  Oceans & Polar Affairs 3.  Conservation & Water 4.  Climate Change 5.  International Health &

Biodefense

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Methodology of Our Study

Sources: •  Blogs •  Facebook •  Forums •  Images •  Mainstream News •  MySpace •  Twitter •  Videos

Regions: Argentina Bolivia Brazil Chile Colombia Costa Rica Cuba Dominican Republic Ecuador El Salvador Guatemala Guyana Haiti Honduras Mexico Nicaragua Panama Paraguay Peru Saint Kitts Saint Martin Uruguay

Languages: English Portuguese Spanish

Period: Last 90 Days

Posts: 2,836

Contains Also Contains Does Not Contain

finanças das pmes angel investor Ebloa financiamento para empreendedores bridge loan Gaza financiamento para o empreendedorismo capital de giro Ukraine financiamento para startups capital de trabajo finanzas para las empresas pequeñas y medianas cuasicapital fondo de inversiones para una empresa pequeña dinero fondos para empezar empréstimo fondos para los empresarios financiamento fund entrepreneurs financiamiento funding for entrepreneurs inversion funding for start up investimento fundo de investimento para pequenas empresas investimento de capital fundo para empreendedores linea de crédito fundos para startups linha de crédito growth of small and medium enterprises loan pequena empresa participação societária pequeña empresa pitch pequena y média empresa préstamo pyme private placement small and medium enterprise development recursos financeiros small business investment fund recursos financieros small medium enterprise development seed funding SME finance series A round SME financing series A round sources for finance for sme series B round start up funds sustainability women entrepreneur sustainable

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By Media Type

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By Country

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By Media Type, by Country

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By Language

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Discussions about SME Finance in LAC by Topic: Last 90 Days

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Social Media Crisis Prevention

!  Governance

!  Disclosure

!  Privacy

!  Security

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NLRB

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FCRA

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CFAA

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ECPA

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CDA

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HIPAA

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CFAA

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FINRA

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FTC

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Lunch Room Poster

http://bit.ly/lunchroom-poster Courtesy

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Risk of Non-Compliance

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Cost of Non-Compliance

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Cost of Non-Compliance

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Secure Passwords •  At least 8-characters, with numbers, upper and lower

case and special characters.

•  First letter of each word from a saying, title or song, or a favorite line from a movie.

•  Change your password at the beginning of the week or during a period which you know you’ll be using it regularly.

•  Use different passwords for different accounts.

•  Consider an appliance like:

!  Account Logon (www.accountlogon.com)

!  LastPass (http://lastpass.com)

!  Roboform (www.roboform.com)

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Social Media Communications in Practice

!  Audio

!  Video

!  Text/Images

!  Sharing Best Practices

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Audio

!  Production

!  Post-Production

!  Releasing

!  Sharing

http://bit.ly/podcasting-resources Courtesy

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Podcasting – Resource Requirement

Audio Interview Podcast - Production Schedule

1.  Get guest 30 minutes

2.  Prep for interview 30 minutes

3.  Record Interview 60 minutes

4.  Edit Audio 30 minutes

5.  Text transcript 60 minutes

6.  Add Hyperlinks 15 minutes

7.  Source and embed art 30 minutes

8.  ID3 Tag MP3 15 minutes

9.  Upload to the Web 30 minutes

10.  Share on Social Media 60 minutes

Total 6:00 hours Courtesy

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Video

!  Production

!  Post Production

!  Releasing

!  Sharing

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Periscope App – Dept. of the Interior Demo

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Meerkat App – Ashton Kutcher

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Text

!  Production

!  Post Production

!  Publishing

!  Sharing

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Facebook – Setting & Layout Best Practice!Verified Account" Yes"Mobile Safe Account Name" No"Mobile Safe Cover Image" No"Historical Timeline" No"Pins Posts" No"Highlights Posts" No"Comment Policy" No"Visually Distinct Profile Picture" No"

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Facebook Commenting Policies

NASA’s Policy

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Case Study: WEF Facebook Timeline

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Facebook Covers

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Facebook Covers

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Facebook - Posts Best Practice!Hashtags"Profile & Page Tags"Geotags"Shares Images"Shares Links"Shares Video"Edits Meta Data"Asks Questions"Comment Spam"

Page Tag

Geotag

Edit Meta Data

Geotag

Page Tag

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Facebook Posts Page Tag

Ask for LIKES & COMMENTS

Geotag

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Facebook Posts

Geotagged posts may appear on the tagged Page’s wall

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Best Practices

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Twitter – Settings & Layout Best Practice!Verified Account" Yes"Mobile Safe Account Name" Yes"Mobile Safe Cover Image" Yes"Pins Posts" No"Visually Distinct Profile Picture" No"

Pinned to Top

Unbranded Pic

Unbranded ID

Informal, Unbranded Bio

Terms of Use

Subscriber oriented tweet Courte

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Twitter Covers

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Tweet Best Practices

User tag

Hashtag

Link

Image

Pinning

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User tag

Hashtag

Link

Needs image and geotag.

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Hashtag

Image tags

Needs link and geotag.

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Ask Questions

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Advanced Search

Hashtag

Geosearch

Keyword

https://twitter.com/search-advanced Courtesy

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Twitter at #cifshare14

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Clickability 129

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Clickability 130

Native Advertising

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Facebook Post: Best Practices Case Study

Status Update

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Sharing Links to Blog Posts

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Blog Headline

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Blog SEO

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Facebook Post Case Study

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Business Case for Social Media

Benefits of Using Social Media for Work

50%

26%25%MORE

PRODUCTIVITY1

MOREEMPLOYEE

ENGAGEMENT3

MORE PROFITABLE2

Baselinewithoutsocialmedia

BUSINESSCASE FOR

SOCIALMEDIA

SOURCES:1. McKinsey & Co, Unlocking value and productivity through social technologies - http://bit.ly/25-more-productivity

2. Capgemini/MIT, How Digital Leaders Outperform their Peers - http://bit.ly/26-more-profitable

3. Society for Industrial and Organizational Psychology - http://bit.ly/50-more-engagedSOCIALMEDIA

Average Legal Cost to Defend

DiscriminationClaim

$162K$250K

$310K $500K$575K

EmploymentRelated

Copyright Infringement

Libel Claim Data Security Breach Claim

SOURCES:Conflict Solutions Center - http://bit.ly/discriminationclaim I Employment Claim - http://bit.ly/employmentclaim

Wessels & Arsenalut LLC - http://bit.ly/copyright-claim I Legal Project - http://bit.ly/libelclaim

Net Diligence - http://bit.ly/dataclaim

Risks of Social Media

Video Prank at Domino’s Taints Brand

US Airways tweets vulgar image to customer, apologizes

Exec apologizes for Aids tweet after social media stormUS Fines and Penalties

$3.2M

$2.2M

$250K

$8K

$11K

$16K Sending Bulk Email Blasts AKA SpamTweeting for the Boss Without Disclosing Your Employee Status

Publishing an Image OnlineWithout Permission

Illicit Online Data Collection AKA scrapingSexual Harassment via Email in the WorkplaceFTC Fine for Buying Fake Social Media Endorsements

SOURCES:$8k Mistake All Bloggers Should Beware - http://bit.ly/8kmistake Bloggers Face $11k FTC Fines For Not Disclosing Paid Endorsements - http://bit.ly/11kmistakeCAN-SPAM Act: A Compliance Guide for Business - http://bit.ly/16kmistakeFTC Claims Endorsements by Affiliate Marketers Are Deceptive - http://bit.ly/250kmistakeFour female employees of Chevron sued the company for sexually harassing e-mail - http://bit.ly/2point2MmistakeFTC slaps Expert Global Solutions with $3.2M fine - http://bit.ly/3point2Mmistake

40

30

20

10

0NOV 2012 MAY 2014

Policies Don’t Prevent Misuse

SOURCES: 2012 Survey: Social Media in the Workplace - http://bit.ly/misuse2012

2014 Survey: Social Media in the Workplace - http://bit.ly/misuse2014

600%INCREASE

700%INCREASE

33%INCREASE

60%INCREASE

The

Impact of Social Media

on Sales

SALESWITHOUTSOCIALMEDIA

APRIL 15, 2009 DEC 22, 2013

MAY 29, 2014

AUG 14, 2014

APRIL 14, 2013

Employers that have taken disciplinary action against employees for social media misuse grew from 35% to 70%

Enteprise Social Media Compliance Training

80

70

60

50Employers with social media policies grew from 59% to 80%

http://bit.ly/SuW2Qd

Why Social Media Compliance Training, Assessment and Certification Should be Mandatory for all Employees

Redskins Take a Sack After Twitter Callout

After Robin Williams’s death, some media (and a PR firm) apologize for reactions

http://bit.ly/social-business-infographic Courtesy

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Thank You

Eric Schwartzman

+1 (310) 463-4026

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