Social Media Manager's Workshop

Social Media Manager’s Workshop
by Eric Schwartzman
Las Vegas, Nevada
April 29-30, 2015
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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
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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
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Selling Social Media: Find Your Competitors
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Selling Social Media: Find Your Partners
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Selling Social Media: Find Your Competitors
https://followerwonk.com/bio
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Selling Social Media: Compare Social with Mainstream
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Selling Social Media: Compare Reach
https://siteanalytics.compete.com
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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

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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

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Best Practices: Top Tactics
http://contentmarketinginstitute.com/2015/01/research-driven-insights-content-marketing/

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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!
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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.!
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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
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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/

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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
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HomelandEmbassy
Embassy
Embassy
Embassy
176M
58M79M 3M Monthly Unique Visitors
159M
Proximity: Homeland-Embassy Strategy
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Proximity: Links, Widgets and Embeds
Links

Widgets

Embeds

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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
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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
scheduling
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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
freeconferencecal
ling.com
If possible, stream live
via Meerkat and/or
Periscope
Feed to iTunes
Monitor inbounds to
site share 3rd-party
coverage
High
Trust
Internal Distribution
To Proponents Allies
External Distribution
Low
Trust
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Search Engine Optimization
!  Strategy
!  Citation Indexing
!  Optimization
!  Case Study
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SEO Strategy: Anticipating Arrivals
Photo by
Juandazeng
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SEO Strategy: Anticipating Arrivals
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SEO Strategy: Rank vs. Relevance
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Citation Indexing
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Case Study: Inbound Links
62
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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.
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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
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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
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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
2
4
5
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Top 5 Issues by Media Type
International
Health
Biodefense
Wildlife
Trafficking
Oceans Polar
Issues
Climate Change
Conservation
Water1
3
2
4 5
ISSUES ON TWITTER
2.  International Health
Biodefense
ISSUES ON FACEBOOK
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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FINRA
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FTC
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Lunch Room Poster
http://bit.ly/lunchroom-poster
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Risk 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
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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
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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 - 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
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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
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Twitter at #cifshare14
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Clickability 1
2
9
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Clickability 1
3
0
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
BenefitsofUsing
SocialMediaforWork
50%
26%25%
MORE
PRODUCTIVITY1
MORE
EMPLOYEE
ENGAGEMENT3
MORE
PROFITABLE2
Baseline
without
social
media
BUSINESS
CASE FOR
SOCIAL
MEDIA
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-engaged
SOCIAL
MEDIA
AverageLegalCostto Defend
Discrimination
Claim
$162K
$250K
$310K $500K
$575K
Employment
Related
Copyright
Infringement
LibelClaim DataSecurity
BreachClaim
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
RisksofSocialMedia
Video Prank at Domino’s
Taints Brand
US Airways tweets vulgar image
to customer, apologizes
Execapologizesfor
Aidstweetafter
socialmediastorm
USFinesandPenalties
$3.2M
$2.2M
$250K
$8K
$11K
$16K Sending Bulk
Email Blasts
AKA Spam
Tweeting for the Boss
Without Disclosing Your
Employee Status
Publishing an
Image Online
Without
Permission
Illicit Online
Data Collection
AKA scraping
Sexual Harassment
via Email in the
Workplace
FTC 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/11kmistake
CAN-SPAM Act: A Compliance Guide for Business - http://bit.ly/16kmistake
FTC Claims Endorsements by Affiliate Marketers Are Deceptive - http://bit.ly/250kmistake
Four female employees of Chevron sued the company for sexually harassing e-mail - http://bit.ly/2point2Mmistake
FTC slaps Expert Global Solutions with $3.2M fine - http://bit.ly/3point2Mmistake
40
30
20
10
0
NOV 2012 MAY 2014
PoliciesDon’tPreventMisuse
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
Impactof
SocialMedia
onSales
SALES
WITHOUT
SOCIAL
MEDIA
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
50
Employers with social media
policies grew from
59% to 80%
http://bit.ly/SuW2Qd
WhySocialMediaComplianceTraining,Assessmentand
CertificationShouldbeMandatoryforallEmployees
Redskins Take a Sack
After Twitter Callout
AfterRobinWilliams’sdeath,
somemedia(andaPRfirm)
apologizeforreactions
http://bit.ly/social-business-infographic
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Thank You
Eric Schwartzman
+1 (310) 463-4026
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