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Inbound E-marketing:Conversations & SharingMary Ann Davis| [email protected] Community College | 2016
Build Relationships
Expert Influencers
&Brand Advocates
+Conversations & Sharing
You want to build relationships by engaging in conversations and sharing value worthy content.
+Building Relationships: Research
Before conversing with people, find out who they are & tailor conversations around them.
+Connecting with Influencers
Identify the experts – search, follow links to find original publishers & view who your competitors follow
Follow them & engage with their content Nurture the relationships
+Nurturing Brand Advocates
Consistently publish valuable shareworthy content
Engage in useful conversations Be authentic Listen & strive to meet their expectations
+Conversations & Content
Valuable
Content
Engaging with Audience Content
ROI
+Conversation & Content
Don’tPublish content then disappear.
DoActively engage to deepen your relationships with your audience & their relationships with your business.
+Conversation Tactics
Attempt to start a conversation Move the conversation in a specific direction
+Steps for Jumpstarting the Dialogue
1. Identify where your audience is online2. Monitor their conversations3. Engage by offering a solution or help4. After building relationship, serve them your
long-form and/or short-form content
+Checklist: Conversing & Sharing Content
Follow audience social media accounts & comment on their posts
Share their short-form content in your social networks
Write blog posts with backlinks to their long-form & short-form content
Provide further insight with links – to your & others’ content
Use keywords/hashtags for visibility
+Conversing & Sharing: Best Practices
Comments should read the way you speak Conversations should be engaging and
interactive Show personality - be authentic Practice consistency – statements & points of
view need to be consistent Expect to mention/tag your audience & share
their content
+Conversing & Sharing:Monitoring Tools Google Alerts - www.google.com/alerts Google Advanced Search -
www.google.com/advanced_search HootSuite – www.hootsuite.com IceRocket - http://www.icerocket.com Mention - https://web.mention.com SocialMention – http://www.socialmention.com Twazzup – www.twazzup.com TweetDeck – www.tweetdeck.com
+Handling Critical Conversations
Flight Fight Flood
The Three F’s
+Handling Critical Conversations
Ignore negative comments from sources who have a very small audience or reputation for constant complaining.
Flight
+Handling Critical Conversations
Respond professionally massaging & nudging conversation in the direction you want them to go.
Responding allows you to state the facts & could lead to valuable dialog
Offer help in solving problems & fixing complaints Move personally specific conversations to private
channels
Fight
+Handling Critical Conversations
Burry negative conversations in search engines by flooding the online space with your amazing, shareworthy content.
Flood
+Where to Converse & Share?
Blogs: Yours & Others Forums
Social Bookmarking Sites
Social Media
+Other Blogs: Best Practices
Write useful comments Stay with the conversation Use an avatar – upload a profile photo; it will
make you seem more human
+Writing Useful Comments
Write concise comments with substance Add details about what you agree or disagree
about the post Link to content that supports your point of
view – don’t necessarily link to your site; only one link per comment
Match the tone and substance with your audience & venue
+Staying in the Conversation
Subscribe to Comments
Subscribe to RSS Feed
+Your Blog: Comment Set-up
Enable a comments field Set up comment moderation – to help ensure
user value & limit SPAM Make it easy to subscribe to comments
+Your Blog: Tips for Getting Comments
Ask questions Get controversial – play devil’s advocate Plant seeds – start the discussion by
commenting with a pseudonym or asking friend & family to comment, but do so sparingly
Respond – acknowledge people & make them feel valued
+Your Blog: Comment Policy
Implement to avoid ugly heated comments & SPAM
Have it reviewed by an attorney/legal adviser
+SPAM Comments Characteristics
Filled with links Misuse of keywords Don’t add value Symbols & text you can’t understand Excessively complimentary
+Social Media: Where to Converse?
Business Pages & Profiles
IndividualProfiles
Groups & Communities
+Social Media: Creative Tips
Private messages – leads to deeper conversations Livestream videos – increases the number of
peoplewho experience & engage in your event
LinkedIn recommendations – good for established relationships with influencers & brand advocates
Twitter chats – generates real-time conversations about a specific subject; requires hashtags
+Twitter: Chat Tools
Schedule & Manage RSVPs Eventbrite – www.eventbrite.com TicketLeap – www.ticketleap.com
Managing Chats TweetChat – www.tweetchat.com
Following Chats TweetDeck – www.tweetdeck.com Twazzup - www.twazzup.com
+Social Bookmarking: Features
Bookmarks short and long-form content Allows people to share & add comments to your
shared links – as this happens relationships form
+Social Bookmarking: Best Practices
Connect with users similar to your audience Frequently comment on user links View user profiles & website link(s) – to identify
how to further connect with users
+Social Bookmarking: Tools
StumbleUpon – www.stumbleupon.com Digg – www.digg.com Delicious – www.dilicious.com Reddit – www.reddit.com Newsvine – www.newsvine.com
+Forums: Features
Gathering place for people to discuss a specific topic
Members publish posts – asking questions or responding to other posts
Can be public or private
+Forums: Tips for Creating Your Account
Set your profile to public Upload a profile photo Enable email notifications Create a signature – make it a CTA link that’s
forum specific
+Forums:Tips for Participating
Review the forum rules Become familiar with the discussions – what are
members talking about; what do they like & dislike
View active member & moderator profiles Then, join the conversation
Mary Ann DavisDigital Marketer & Strategist
Specializing in developing strategic marketing plans using an effective mix of multi-channel approaches
that grow business development.
about.me/[email protected]
