Learn how to master unique content and engagement strategies on Facebook, Twitter, LinkedIn and Google+ from this workshop that I lead at Bring Dialog on August 26, 2014 in Stromstad, Sweden.
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Bring Dialog 2014: How to Master Unique Content and Engagement Strategies on Facebook, Twitter, LinkedIn and Google+
1. @EllyDeutch
#dk14
SOCIAL CHANNELS DON'T ALWAYS PLAY BY THE SAME
RULES
How to Master Unique Content and Engagement Strategies
on Facebook, Twitter, LinkedIn and Google+
@EllyDeutch #dk14
5. AGENDA
• Introductions
• Defining Social Media
• Social Media Channels breakdown
• Creating unique content and
engagement strategies
• Mastering social media marketing
7. @EllyDeutch
#dk14
Social Media is defined as a group of
Internet-based applications that build on
the ideological and technological
foundations of Web 2.0, and that allow
the creation and exchange of user-
generated content.
… but what does that really mean?
12. @EllyDeutch
#dk14
- #1 social networking site on the web
- More than 1.32 BILLION users
- Instant and direct connection with consumers
- Photos and videos are most shareable content
- Ease of engagement and user generated content
- Variety of content options
- Innovative and on the forefront of digital tech
WHY DO MARKETERS USE IT
15. @EllyDeutch
#dk14
QUESTIONS TO ASK YOURSELF
- How many fans does your Facebook Page or Wikipedia page
have?
- What would incentivize YOU as a consumer to “Like” a page or
follow a page for updates?
- What demographics are you trying to connect with online?
- How will you go about reaching and engaging new fans?
- How tech-savvy is your audience?
- How often do you plan to interact with your fans?
- How can you build effective content that reaches your target
audience?
17. @EllyDeutch
#dk14
- 271 monthly million users & 500 million tweets per day
- 78% of Twitter active users are on mobile
- Real-time news feed from around the globe
- Connection to resources you’ve never had access to
before
- Transparency and authenticity
- Instant customer service
WHY DO MARKETERS USE IT
20. @EllyDeutch
#dk14
- What is the key difference for your company to use Twitter vs.
Facebook?
- Is there a different demographic you will be reaching on Twitter?
- How will you successfully engage in conversations on Twitter in 140
characters or less?
- How will you use Twitter as a Customer Service Tool for your
company?
- What is the best way to manage conversations happening around
your brand? Your industry? Your competitors?
- What types of photos or Vines will you be posting?
QUESTIONS TO ASK YOURSELF
22. @EllyDeutch
#dk14
- World’s largest professional networking site
- 313 million members in 200+ countries and territories
- Network includes multitude of Fortune 500 companies
and 94 of the Fortune 100 companies for corporate
talent solutions
- More than 3 million Company Pages
- More than 2.1 LinkedIn Groups worldwide
WHY DO MARKETERS USE IT
26. @EllyDeutch
#dk14
- Where does your business fit into the LinkedIn landscape?
- How will you vs. your business grow using LinkedIn?
- Who is your target demographic that you are trying to reach
from a business perspective?
- What will be the most effective content theme you will use?
- How will you educate your employees and fans to use
LinkedIn properly?
QUESTIONS TO ASK YOURSELF
28. @EllyDeutch
#dk14
- 540 monthly million active users on Google+
- Optimize SEO rankings in #1 search engine
- Professional branded page like LinkedIn
- Control your content with Circles
- Opportunity to connect with broader fan base
- Google apps integration
- Google+ Hangouts/video chats
- Notifications via Google
WHY DO MARKETERS USE IT
29. @EllyDeutch
#dk14
- Updates like Facebook
- Photos
- Videos
- Calendars/Events
- Circles
- Hangouts (video chats)
- Communities (group pages)
WHY DO MARKETERS USE IT
31. @EllyDeutch
#dk14
- Does Google+ make sense for your brand?
- How will Google+ help you reach a different community
than all other social media channels?
- How will you use Google’s technologies to your
advantage?
- How will you integrate your social media marketing on
Google+ into your SEO strategy?
QUESTIONS TO ASK YOURSELF
33. @EllyDeutch
#dk14
- Understand your VALUE for
each social network
- Identify conversations
already happening around
your brand and integrate into
your current marketing
strategy
- Engage in conversation and
establish your social stature
to become an influencer in
the social space
IT’S AS EASY AS 1, 2, 3 (well sort of)
34. @EllyDeutch
#dk14
VOICE
LANGUAGE
PURPOSE
What is your social voice?
Classy Excited
Fun-loving
Sassy Relatable
Easy-goingWhat type of language do you want to use to build
your voice persona?
Authentic Understanding Demanding
Action-oriented Family-friendly Realistic
What is the purpose of your voice and messages you
are
sending to your customers?
Reward Entertain
Provide sustenance
Connect Amuse
Environment
3 STEPS TO START CREATING CONTENT
36. @EllyDeutch
#dk14
IDENTIFY YOUR #1 METRIC
What is the #1 purpose for growing your presence
online?
- Traffic
- Leads/Sales
- Reach
- Buzz (Mentions)
- Customer Happiness
40. @EllyDeutch
#dk14
DEVELOPING YOUR STRATEGY
- Develop you social voice/persona and stay consistent
- Create “Rules of the Road” guidelines to tell fans what will be allowed on each
channel
- Build out planned content a week/month in advance to prepare for upcoming
promotions, events, and activities
- Engage target audience in relevant conversations
- Build momentum by posting at least 3-5 times per week (8-10x’s per day on
Twitter)
- Use follow-up posts to rejoin the conversation
- Create a dialogue with a variety of content including open-ended questions,
photos, videos, fill in the blanks, contests, polls, etc.
- Monitor and scan social channels every 1-2 hours to respond in timely manner
- Response time is critical, so your company will need protocols for monitoring
your pages in place before a crisis hits
41. @EllyDeutch
#dk14
- Start by writing what your company is about in 140 characters
- Think about available resources and material
- Break down content by topics and content themes
- Promote company features, goals & mission in your social voice
- Keep it positive, relevant and fresh
- Write posts that would capture your eye as a consumer
- Get creative, especially with your partners and/or sponsors
- Position your company as an industry thought leader and influencer
- Test the waters and rinse, repeat
START CREATING YOUR CONTENT
43. @EllyDeutch
#dk14
- Create meaningful messages and relevant updates that you AND your
consumers would want to read (otherwise it’s just noise)
- Monitor keywords and hashtags daily to engage new fans and add new
followers
- Participate in relevant Twitter chats, blog/forum comments, Google+ Hangouts
- Identify and interact with influencers, partners, consumers, and potential
consumers
- Promote and reward brand advocates and other loyal customers
- Analyze progress and implement key learnings from previous interactions
- Be professional, respectful and tolerant with consumers
- Create a execution plan (post frequency, and best optimal time/days)
- Create standard or expected response protocols
CREATING YOUR ENGAGEMENT STRATEGY
46. @EllyDeutch
#dk14
1. No sex, drugs & rock-n-roll…or religion or politics. Ever.
2. Remember that nothing is ever “deleted.”
3. Avoid breaking news stories, unless 100% brand
relevant.
4. Speak as the brand, not as yourself.
5. Tell the truth. Always.
6. Own your mistakes.
7. You’re only as good as the company you keep.
8. Be worth following.
SOCIAL MEDIA GOLDEN RULES
48. @EllyDeutch
#dk14
- Be social, don’t just be online
- Set up a customized content and engagement
strategy for each channel
- Engage, interact and be transparent with fans
and followers
- Evangelize your brand
- Have fun!
KEY TAKEWAYS
Social Media is essential to your everyday communication.
Everything you do, eat, breathe and play with
touches social media.
You have a strategic execution plan and purpose for all other marketing and PR materials.
So why not represent your brand well while using social media?
The web emerged in the 90s with the AOL boom, but it wasn’t until the 2000s that Web 2.0 and open source forums started.
it does not refer to an update to any technical specification, but rather to cumulative changes in the ways software developers and end-users use the Web.
Background: started in 2003/2004 as “online baby book” for Harvard and Ivy League schools
1 billion users today
___ Mobile Users
Innovator: first social network to connect
Benefits of Facebook:
Critical Mass = 1 billion users
Connecting on a personal level (family/friends)
Facebook insights
Ease of engagement (i.e. “like” or “share”)
Weaknesses: following topics/issues, environment (some people just keep FB personal), privacy, segmenting your life
Founded in 2004
Pages rolled out in Nov 2007
Background: started in 2007
What are you doing today?
250 million users
Innovator: expressing yourself in 140 characters or less
Benefits of using Twitter:
Following interests
Brevity
Weaknesses:
Brevity
Overconsumption
Analytics
Research study that people only pay attention to first 140 characters
Background: professional networking site to connect business professionals
Founded: 2003
Innovator: allows professionals to connect with other colleagues, coworkers, future jobs and share resumes
The site officially launched on May 5, 2003. At the end of the first month in operation, LinkedIn had a total of 4,500 members in the network.
As of September 30, 2012 (the end of the third quarter), professionals are signing up to join LinkedIn at a rate of approximately two new members per second.
98M+ EMEA
75M+ Europe
56M+ Asia and the Pacific
11M+ Southeast Asia
5M+
DACH 12M+
MENA 44M+
LATAM
Background: Launched in 2011
Many social networking tries from Google (buzz, places, etc.)
Innovator: Google is #1. Changes SEO rankings with power
Content content content
FIRST
Become a believer in social media yourself
Understand the landscape and language
Seek out influencers or “experts” you can learn from
SECOND
Identify conversations already happening about your brand online
Integrate social media into your daily routine
THIRD
You won’t know who is out there until you connect with them
Engage in conversation
Don’t just add to the noise, deliver meaning to your posts
Break it down
Show value in each
Find out what works for your brand
Rinse, Repeat, Record
Your customers are your company, so it’s imperative to listen and learn from their feedback.
Look for what people are currently saying about your brand online
Keep an open mind and take everything into consideration
Decide which networks generate the most conversations and serve a purpose for your brand
Identify key influencers
Analyze customer feedback and track sentiment over time
- Assess, and plan on best ways to engage
Engage in the conversations already happening online
Express your points of view and have your social persona be heard
Listen to your fans and provide feedback with a timely response
Interact with new customers and give them your appreciation
Develop content with open-ended questions
Make your fans, customers, and online influencers feel special and unique
Encourage fans to share their experiences
Establish metrics that are aligned with your goals and objectives
Research what analytics platform would be best to help you achieve your goals OR develop a dashboard to track these metrics over time
Analyze, evaluate and implement key learnings into evolving social media strategy