Winning With Social: How to Build Your Brand and Generate Leads Using LinkedIn, Twitter, Facebook and More

Winning With Social

Ginger
Kidd

Senior
Marke+ng
Manager

Salesforce
UK

@gingerkidd_sf
uk.linkedin.com/in/gingerkidd
Leeds Business Week
September 23, 2013

@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Agenda

•  Why
Social?

•  Se-ng
up
a
Social
Media
Strategy

•  Se-ng
up
Your
Social
Proﬁles

•  Twi<er

•  LinkedIn

•  Facebook

•  Google+

•  How
to
use
Social
for
Success

•  Building
RelaHonships

•  GeneraHng
Leads

•  Building
Your
Brand

•  Q
&
A

Why
use
Social?

u Build
RelaHonships
with
Customers,

Prospects,
and
Industry
Peers

u Generate
More
Business

u Build
Your
Brand

The
World
is
going
Social

u Your
customers
and
employees
are
using
social

u Your
future
customers
and
employees
are
using
social

u Your
compeHtors
are
using
social

……….And
they’re
talking
about
you,
your
company,
your

industry,
the
latest
news

Social Media Strategy

The
Basics

•  Social
Media
need
not
be

complicated

•  Set
a
Social
Media
Strategy
and/or

Policy

•  Communicate
it
eﬀecHvely

Three pillars of Social…
Grow Fans &
Followers
Advertising, quality content,
promotions & contests to
increase your audience.
Fully integrate with campaigns,
events, email marketing, inbound
marketing etc.
Engage with your
community
Respond to queries, share
relevant content, capture
interest and create leads.
Track conversations and
industry topics, identify
influencers.
Crisis management.
Educate / Nurture your
audience
Build out the Content Calendar.
Drive traffic to website and other
lead-gen tools.
Extend reach of existing
campaigns and assets.

Salesforce Social Strategy
Likes into Leads
Generate core leads from
social with dedicated
campaigns backed up with
advertising. Innovative
Facebook apps. Double down
on LinkedIn.
Events
Improve show rates with
dedicated social media
engagement plan. Onsite
Social Media Command
Centre.
Campaign Integration
Align closely with campaigns
team to ensure a consistent
voice in the region. SMB
campaign to drive traffic/leads
to SMB Centre.
Press & Analysts
Systematically track top
influencers & develop an
engagement strategy. Regular
reporting via Marketing Cloud
Socialising Social
Activate the UK army to extend
our social reach. Tap into the
networks of our most social
employees. Provide coaching
and encouragement to non
social-savvy.
Build the Community
Be more proactive in building
our UK community. Extend the
global MVP program.
Influencer engagement.
SocialSuccess Mic-Ups

Salesforce
Social
Media
Policy

Rules
for
pos=ng
online

•  Don’t
share
company
or
ﬁnancial
informaHon

•  Be
honest
and
transparent

•  Be
respecVul

•  Don’t
make
forward
looking
statements

•  Don’t
register
channels
without
prior
consent

Tips
for
pos=ng
online

•  ConversaHons
are
a
two
way
street

•  Know
your
audience

•  Be
interesHng

•  Remember
that
quality
ma<ers

•  Think
before
you
post

Salesforce
Social
Media
Policy

•  Don’t
share
company
or
ﬁnancial
secrets

You
cannot
discuss
any
material
informaHon
that
is
not
already
in
the
public
domain.

Including
the
following:

•  Revenue
•  Growth by product line, vertical, or
region
•  Expense management or hiring
•  Analyst commentary about the
company
•  Share price
•  Industry rumours
•  Potential or pending acquisitions
or investments
•  Deals in the pipeline
•  Unannounced customers
•  Pricing
•  Future product release dates
•  Security and performance
•  Executive leadership

Iden=ﬁca=on

•  Be completely transparent about
who you are and your
professional role.
•  Never pretend to be someone
you're not.

Social
Media
E=queBe

ü  Be professional polite.
ü  Avoid potentially controversial or divisive topics.
ü  Don't use language that people might find offensive.
ü  Don't discuss anything you wouldn't talk about at a business dinner.
ü  Don’t bad mouth brands – they could be your next customer.
ü  Don't talk negatively about competitors – they could be your next
employer.
ü  Know when to disengage. Don't feed the trolls.
ü  Don't post photos that portray you in an unprofessional light.

Keep in Mind
ü  80/20 Rule - For every 2 pieces of promo type of content you have,
share 8 pieces that are of a helpful nature.
ü  Understand the way people use each social network, and the
etiquette for each network, before you begin using it for business.
ü  Share information that is useful to your community, and they will
accept a little bit of your own promotional messages.
ü  Never say anything online you wouldn't say to someone's face, or
you wouldn't want to see on the front page of the newspaper
attributed to you.

Your Social Profiles

Your
proﬁle
is
your
Total
Online
Presence

•  Facebook

•  LinkedIn

•  Twier

•  YouTube

•  Google+

•  Slideshare

•  Pinterest

•  Flickr

•  Own
Community

(Blog
etc)

How
many
accounts
should
I
have?

Personal
accounts
vs.
Business
accounts
vs.
Hybrid

•  Network
dependent

•  Personal
choice

•  Company
Brand

You
should
have
a
professional
presence
on

LinkedIn

Twier
as
a
minimum

Follow
and
connect
with
brands
on
Facebook,
even

if
you
don’t
want
to
share
company
content

Don’t
forget
about
Google+

Setting up Your Profiles

u A ‘must’ for business
u Fastest growing network
u Quick engagement

What
the….?!?!

Basic
TwiBer
Proﬁle
is
all
you
need

You
are
not
an
Egg!

Who is this guy?
He looks funny!?!

Use
your
own
name
for
your
Twier
ID.

Do
not
use
some
combinaHon
with
your
company

name

Use
your
full
name
as
the
descripHon.

Fill
out
your
bio
with
a
combinaHon
of

professional
and
personal
informaHon
to
give

people
a
sense
of
who
you
are.

Say that you
work for @salesforce.

Include
a
link
to
your
blog
or
LinkedIn
proﬁle,
so

people
can
learn
more
about
you.

Include
a
locaHon
on
your
proﬁle.

Use
a
professional
looking
photo

that
shows
your
face
well
enough
so
that

people
can
recognize
you.

How
can
I
Personalise TwiBer
?

@Olivier_lacroix
ü  Personalise your Background
ü  UserName with your name
included
ü  Good photo of your head
ü  Link to your website/Blog
ü  Custom URL
ü  Use hashtag (#something)
ü  Use @mention (@someone)
ü  Include something personal
Remember: Twitter is a network of real PEOPLE

1.  Deﬁne
your
Goal

2.  Deﬁne
the
type of
user
profile you
want
to
target

3.  GeneraHng
value for
these
contacts

4.  Engage with
your
contacts.
Create
Trust

5.  Use
this
trusted
connecHon
to
drive your business
Using Twitter for Business

Make
Sure
You
Know
The
Basics

•  #
hashtags

•  @menHons

•  Direct
Messages
(DMs)

•  RTs
vs
Retweets

•  Lists

•  Bit.lys

How
to
get
more
followers
on
TwiBer

ü  Follow
other
users

•  Colleagues
/
customers
/
prospects
/
partners
/
conference
aendees

ü  Respond
to
quesHons

comments

ü  Seach
by
#hashtags
to
follow
topics,
events,
news

ü  Use
#hashtags
to
be
part
of
that
conversaHon

ü  Share
valuable
content

ü  Add
your
own
commentary
–
don’t
just
be
a
re-‐tweet-‐
machine

ü  Follow
the
80/20
rule
(only
2
promoHonal
posts
per
10
posts)

1.  Synchronize
your
Twier
and
LinkedIn
account

2.  Be
Succinct
-‐
140
characters
means
less
verbiage

3.  Be
Timely
-‐
Twier
happens
in
Real
Time

4.  Be
Relevant
–
Post
/
Comment
around
your
themes

4 Tips for Twitter
@Olivier_lacroix

u A ‘must’ for business
u Excellent search and
targeted marketing
options
u ‘Non threatening’ due to
business focus

Use
the
same
professional
looking
photo
on

LinkedIn
that
you
used
on
Twier.

Get
your
proﬁle
as
close
to
100%
complete
as

possible.
Use
relevant
keywords
in
your

headline.
This
helps
people
ﬁnd
you.

Headline

Create
a
custom
URL
for
your
LinkedIn
proﬁle

by
going
to
“Edit”
your
Public
Proﬁle

under
your
se-ngs.

Custom URL

Write
a
keyword-‐based
about
who
you
are,
what
you

do,
and
why
someone
would
want
to
connect
with

you.

Light
up
your
proﬁle
with
your
voice.

Your
summary
should
be
more
than
just
your
CV.

Summary

Add
relevant
skills
to
your
proﬁle.

Skills

Describe
your
current
posiHon
with
a
keyword-‐
based
descripHon
of
the
company
and
what

you
do.

Current

1.  Synchronize
your
Twier
and
LinkedIn
account

2.  Connect

•  Build
your
network
conHnuously

•  Add
only
people
you
know
or
have
worked
with

3.  Be
Responsive
-‐

Get
mobile
app
and
check
InMail
daily

4.  Engage
–
Post
/
Comment
around
your
themes

5.  LinkedIn
Premium
–
if
you
want
to
use
to
do
business

Tips for LinkedIn
@Olivier_lacroix

u Very large network
u Moving towards paid
advertising model
u Builds social profile quickly

Consider
using
the
same
professional
looking

photo
on
Facebook,
especially
if
you
will
be

using
it
for
business.
At
the
very
least,
use
a

professional
avatar.

Add
your
current
posiHon
and
other

informaHon
on
the
About
page
so
it
shows
on

your
proﬁle
page.

About

Current
Describe
your
current
posiHon
with
a
keyword-‐
based
descripHon
of
the
company
and
what

you
do.

Write
a
general
descripHon
of
yourself
and
provide
a

link
to
any
relevant
websites

About You

1.  Decide
if
you’re
using
proﬁle
for
work
vs.
personal
or
both

2.  Have
a
company
presence

•  Build
your
corporate
page

•  Consider
promoHng
your
page
via
ads

3.  Connect
to
TwiBer
and
LinkedIn

•  Post
once,
share
on
all
channels

4.  Use
analy=cs

•  To
monitor
page
traﬃc

•  To
idenHfy
who’s
engaging
with
you
brand

Tips for Facebook
@Olivier_lacroix

u Don’t Forget about Google+
u More people than you think
u Drives SEM results

Follow
the
same
principles:

Professional
photo,

current
posiHon,
locaHon,
summary
of
informaHon.

Tips for Social

Top
Tips
for
Building
Rela=onships

ü  Follow
Key
Inﬂuencers

Peers
in
your
industry

ü  Have
steady
and
consistent
content

ü  Add
some
personality
to
it!

•  Photos

•  Personal
touch

ü  Track
the
insights
you’ve
gathered…
AND
USE
THEM!

•  Conversation Starters
•  Targeted Campaigns Messaging
•  Build Loyalty Advocacy
•  Build Future References

Top
Tips
for
Genera=ng
Leads
via
Social

ü  Keep
your
proﬁles
consistent
and
up
to

date

ü  Have
a
goal
in
mind
–
plan
your
strategy

around
it

ü  LinkedIn
is
sHll
King
for
business!

Connec=ons
–
News
–
Proﬁle
Views
–
InMail

Integrate
Social
Media
into
Campaigns
to
drive
more
leads

ü  Graphics to show daily click throughs to the landing
page from Twitter, LinkedIn and Facebook.
ü  Twitter is most popular route and spikes
can clearly be seen when a new Twitter
post goes out.

Example:
Social
Media
Placements

•  Salesforce
messages
have
been
promoted
on
Facebook,
Twier
and
LinkedIn

•  Dates
for
the
posts
coincide
with
the
dates
that
the
emails
are
sent
out
to
generate
wider

awareness

Innovation
Campaign
-‐
campaign
elements:
W/C

08/04/2013
W/C

15/04/2013
W/C

22/04/2013
W/C

29/04/2013
W/C

06/05/2013
W/C

13/05/2013
Social
Media:
Facebook/Linked
in
#1
10th
Facebook/Linked
in
#2 24th
Facebook/Linked
in
#3 8th
Tweets
for
Email
#1
(x4) 10th 15th/18th 22nd
Tweets
for
Email
#2
(x6) 24th/26th 30/2/3 6th
Tweets
for
Email
#3
(x3) 8th/9th 13th
#1 Impact
#2 Inform
#3 Engage

Why
build
your
Brand?

ü  Within
your
organisa=on

•  Increase
your
visibility

•  DiﬀerenHate
yourself
from
your
peers

ü  Increase
credibility
in
your
customers

•  Live

Breathe
your
company
message

•  Viewed
as
“trusted
advisor”
rather
than
just
selling

ü  Externally

•  Generate
brand
awareness
and
reach

•  Build
Industry
ConnecHons

•  Open
New
Career
OpportuniHes
/
Recruitment

Don’t have the Time…
ü  Get Mobile
•  LinkedIn, Twitter, Instagram
ü  Use Twitter Tools
ü  Use existing Resources
•  Blogs and Informational sites
•  Other company’s Twitter Pages
•  Leverage your Peers Colleagues
ü  Link all your accounts
•  Post once, post everywhere
ü  Plan it into your day!
•  You only need 15 mins to have an impact

Don’t have the Time…
ü  Get Mobile
•  LinkedIn, Twitter, Instagram
ü  Use Twitter Tools
ü  Use existing Resources for content
•  Blogs and Informational sites
•  Other company’s Twitter Pages
•  Leverage your Peers Colleagues
ü  Link all your accounts
•  Post once, post everywhere
ü  Plan it into your day!
•  You only need 15 mins to have an impact

Ques=ons?

Ginger
Kidd

Senior
Marke+ng
Manager

Salesforce
UK

@gingerkidd_sf
uk.linkedin.com/in/gingerkidd

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