Embed Size (px)
DESCRIPTION
Citation preview
Seth Goldstein
President/Creative DirectorGoldstein Media LLC
Building A Conversation Using Social Media
Goldstein Media LLC(215) 352-5216
[email protected]@goldsteinmedia
© 2011 Copyright All Rights Reserved
Seth Goldstein Email: [email protected]
Google+: SethGoldstein.meTwitter: @sethgoldstein
Facebook: sethmgoldsteinYoutube: goldsteinmedia/A2SMOfficial
A way to connect people together via the Internet who have similar interests and want to share their thoughts and ideas
A way to stay connected With family With friends With brands and companies
What Is Social Media?
Humans are very social animals Humans connect to thoughts and
ideas that they agree with Brands on Social Media need to tap
into this sentiment Brands need to provide value to
their customers not only in their products but in the information they give.
Brand Loyalty on Social Media
Let’s Talk About Brands and Social Media
Brands on Social Media need to focus on a few different things What message are they trying to convey
to their fans What are their goals for being on Social
Media Customer Service Brand Knowledge and Reach Promotional Transactional
Giving The Right Information
Where are your customers hanging out online?
Just like traditional media you need to put your message in the right place… in front of the right people.
A message is only worthwhile if the people it is meant to reach are seeing it
If You Build It They MIGHT
Come
There might be more than one Social Network that works for your brand.
So Which Social Network?
The FIRST social network You own your content and control
the experience Should blend nicely with your site
Similar style, navigation and navigation to your main site is important
Hosting your own blog on your server allows for more ease of use and flexibility
Can and should be connected to other social networks
Long form content starts here Best way to convey your message Put content here and link back to it
from the other networks
The Blog
More than 750 MILLION users. Families connect with each other, share
photos, send messages and keep in touch
Friends stay in touch with old classmates, work friends, travel companions and other people they have met in their travels
Business owners network with one another
Businesses can use pages to connect with customers A great way to build brand recognition A great way to interact with both
potential and current customers
200 Million Users Short form messages 140 characters
maximum Great way for people to share links and
breaking news Quick text message like way to keep up
with friends and share ideas Great for corporate news, events,
promotions, deals Amazing for customer service and client
relations Comcast via @comcastcares has turned around
its once horrid customer service reputation by utilizing Twitter
A more technical audience
120 Million Users Used for business networking Great for finding talent and looking for
jobs Completely business-centric Often treated as an online resume Basic Useful Features
Groups offer more specific/targeted ways to discuss issues and topics
Many organizations have groups that allow for a targeted discussion about the organization and associated ideas Topic driven groups allow for a more broad
discussion Answers allows people to ask questions and
share their knowledge by answering questions Great for building reputation as a thought
leader Company Profiles allow corporate entities to
share updates and company news
More than 50 Million Users (in less than half a year)
The new kid on the block Google’s 3nd attempt to get social
Google Buzz and Twitter clone was plagued from the start Slated to be shut down
YouTube (to be discussed later) is a huge success, but an acquisition by Google
Innovative features Circles all for an easy click and drag approach to
organizing who your connected to and how you share Hangouts allow up to 10 people to video chat in
realtime This alone has revolutionized how people interact
The Stream is not original but the ability for threaded conversations allows for easier and longer conversations about each post
Hashtags and Search both allow for easy searching on topics
Large Amount of 3rd Party Browser Plugins allow for the tweaking of the system for each individual user’s needs
Better Privacy Controls allow users to know how public or private their interactions are
Business profiles are being rolled out Real names are required
Google+
490 Million Users Second largest search engine after
Google (its parent company Video sharing Branding ideas:
Great place to do promotional videos for products, services, company
Tutorials/How-To Videos are very popular Interviews with important figures in your
company Creative videos (Viral) that will cause
people to want to share them across the Web
Different types of style work differently on YouTube Not all successful videos on YouTube are
professional an polished The video style should be determined by
the message being conveyed
YouTube
Digging DeeperSome Tips On Each Network
Keep all your long form content here
Connect your blog feed to your other accounts Via Twitterfeed connect your Blogs RSS to
Facebook and Twitter for quick and easy syndication
Post your YouTube videos here with descriptions on the substance of each video
Install a comment management system to control and moderate comments Disqus or Intense Debate are two great
services
Install the various Social Media widgets on your sidebar for quick interaction with your audience on the other platforms
Digging DeeperThe Blog
Facebook Keep your personal profile and your
corporate page separate Come up with a editorial schedule for
posting on the corporate page Be sure to respond to any interaction on
the page Design a custom welcome page with a
clear call-to-action (newsletter signup, “Liking” the page, etc.)
Put up a relevant logo Connect your blog feed to your Facebook
stream Link to your YouTube videos Engage!
Digging DeeperFacebook
Follow industry leaders Follow people who you know Run searches on terms related to your business Use 3rd party apps to help with engagement
Hootsuite Cotweet Tweetdeck Seesmic
Design a custom background for your Twitter page that points your audience to your other profiles/pages on Social Media and the Web
Build a custom URL shortener to allow for better link tracking and brand recognition This can be used across mediums
Come up with an editorial schedule to make sure you tweek on a regular basis
Be cognizant of not being to “salesy” Be genuine, contribute to the converstation It’s not about the sale, it’s about the
relationship
Digging DeeperTwitter
Be sure to post your blog articles here
Remember to be professional and only post items that are relevant to your business or topics that are business related
Setup a group on a relevant topic your business is involved in Be sure to assign someone to moderate
and engage the community
Answer question in the Q&A section
Find colleagues, business associates and industry leaders Technically they should be someone you
know in some way Though there are reasons to link to
people that you might not have been connected to before
Setup a corporate profile and engage people that are relevant to your brand
Digging DeeperLinkedin
The network is still new Find people with similar
interests Join Hangouts that are on
topics that are relevant to your interests or those of your company
Avoid being “salesy” and opt for being more of a brand ambassador and contribute to the converstation
Keep your profile about you, not your company. Use your real name Highlight how you interact with your
company and brand (Your role) Be cautiously personal
Share some personal feelings, ideas, events
Be sure to keep them appropriate and not to revealing
Digging DeeperGoogle+
Let’s look at some different styles of YouTube Videos
The Vaynerchuk The Brogan The Suit The Candid The Viral
Digging DeeperYouTube Video
Styles
YouTube Video Styles
(The Vaynerchuk)
YouTube Video Styles
(The Brogan)
YouTube Video Styles
(The Suit)
YouTube Video Styles
(The Candid)
YouTube Video Styles
(The Viral)
To get the most out of Social Media you need to engage
It is not always about the sale It is about the relationship Customer Services lends itself well
to Social Media Sharing information and ideas will
grow your network Branding your Social Media
outposts is VERY important Set goals and stick to them
Recap
Scan to add Seth to your phonebook
