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Social Domination: How to Conquer 'The Big 3' Social Media Networks
 

Social Domination: How to Conquer 'The Big 3' Social Media Networks

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Learn how to dominate social media marketing with this actionable presentation adapted from HubSpot's #INBOUND13 conference.

Learn how to dominate social media marketing with this actionable presentation adapted from HubSpot's #INBOUND13 conference.

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    Social Domination: How to Conquer 'The Big 3' Social Media Networks Social Domination: How to Conquer 'The Big 3' Social Media Networks Presentation Transcript

    • SOCIAL DOMINATION: HOW TO CONQUER ‘THE BIG 3’ SOCIAL MEDIA NETWORKS #inbound2013
    • ANUM HUSSAIN @anum inbound marketer. community activist. tech enthusiast. cookie lover. harry potter addict.
    • DOMINATION PLAN 1  2  3  Form a Strong Alliance Perfect Your Machinery Improve Your Communication
    • 1 FORM AN ALLIANCE
    • Let’s think back to the BIG 3 of WWII ...
    • The Big 3 of WWII understood that world domination would only be possible by putting aside their differences, and working as a team.
    • THINK OF YOUR SOCIAL MEDIA STRATEGY THE SAME WAY. #inbound2013
    • It’s not about ...
    • It’s not about ... Facebook versus LinkedIn
    • It’s not about ... Facebook versus LinkedIn LinkedIn versus Twitter
    • It’s not about ... Facebook versus LinkedIn LinkedIn versus Twitter Twitter versus Facebook
    • It’s about creating an alliance between the three greatest social levers you can pull.
    • 2 PERFECT YOUR MACHINERY
    • Let’s think about WWII tech development.
    • Aircraft advancements during WWII played a huge role in optimizing battle strategy for success.
    • YOU SHOULD BE OPTIMIZING EVERY SOCIAL POST FOR SIMILAR SUCCESS. #inbound2013
    • FACEBOOK
    • Posting Options on Facebook Status Link Photo Video Event Check-In
    • 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed Lars Backstrom, Facebook Engineering Manager
    • 1,500 of nly 20% lly O ctua them a ser u make a feed. possible stories are filtered through per day on an avg Facebook user’s News Feed Lars Backstrom, Facebook Engineering Manager
    • So how do you ensure your content is included in that 20%?
    • Best Practice 1: Remove Links from Copy
    • Photos on Facebook Pages receive 53% more Likes than the average post. Source: HubSpot
    • Photos on Facebook Pages receive 104% more comments than the average post. Source: HubSpot
    • Best Practice 2: Employ Photos Over Links
    • Free Facebook Image Resource: Need help creating Facebook visuals? Download our 17 PowerPoint templates.
    • Best Practice 3: Optimal Image Upload Size Timeline Image Preview: 403 x 403 px Shared Link Preview: 156 x 116 px Shared Video Preview: 156 x 87 px
    • Best Practice 4: Reposition Timeline Photos
    • Best Practice 4: Reposition Timeline Photos
    • Best Practice 4: Reposition Timeline Photos
    • Best Practice 5: Highlight Horizontal Photos
    • Best Practice 5: Highlight Horizontal Photos
    • Best Practice 5: Highlight Horizontal Photos
    • Free Facebook Image Resource: Download a PowerPoint template already optimized for creating the perfect sized Facebook cover photo.
    • Best Practice 6: Post to Timeline Before Album
    • Best Practice 6: Post to Timeline Before Album
    • Best Practice 6: Post to Timeline Before Album No post engagement.
    • Best Practice 6: Post to Timeline Before Album No post engagement.
    • Best Practice 6: Post to Timeline Before Album No post engagement. High post engagement.
    • Best Practice 7: Link Titles < 100 Characters
    • Best Practice 7: Link Titles < 100 Characters Main title cutoff.
    • Best Practice 7: Link Titles < 100 Characters Main title cutoff. Main title under 100 characters.
    • Best Practice 8: Keep Post Copy Succinct
    • Best Practice 8: Keep Post Copy Succinct Shorter posts receive greater response score.
    • Free Facebook Resource: Learn exactly how Facebook’s News Feed algorithm surfaces content with our quick crash course.
    • LINKEDIN
    • Posting Options on LinkedIn Status Video Link Link Photo
    • Three million companies have LinkedIn Company Pages Source: LinkedIn
    • Three million companies have LinkedIn Company Pages Source: LinkedIn 87% of users trus t LinkedIn as a source of info tha t affects decision making.
    • So how do you ensure your content is among the trusted sources?
    • Best Practice 9: Include Shortened Link in Copy Posting directly to LinkedIn STRIPS your UTM tracking code.
    • Better Yet, Use a Third Party App (Like HubSpot)
    • Better Yet, Use a Third Party App (Like HubSpot) HubSpot automatically tracks all your social media posts.
    • Best Practice 10: Rally Around One Post
    • Best Practice 10: Rally Around One Post Focusing all attention on one post a week can lead to distribution in LinkedIn Today trends and targeted emails, which results in greater traffic boosts.
    • LinkedIn is 277% more effective for lead gen than Facebook and Twitter. Source: HubSpot
    • Best Practice 11: Share More Marketing Offers
    • 53% of LinkedIn users join 10 or more groups. Source: Power Formula
    • Best Practice 12: Engage in Groups Source: Power Formula Infographic
    • Best Practice 13: Use LinkedIn Announcements
    • Best Practice 13: Use LinkedIn Announcements Yellow bars indicate leads generated on day of LinkedIn announcement
    • Best Practice 13: Use LinkedIn Announcements Two ways to accomplish this: 1 Start your own LinkedIn Group. 2 Engage in relevant Groups and barter for one of their announcements.
    • Free LinkedIn Resource: Setup and optimize your LinkedIn presence with our strategy guide on LinkedIn Company Pages.
    • TWITTER
    • Posting Options on Twitter Status Video Link Photo
    • 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter
    • 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter It now only takes 1 week to send a billion tweets.
    • So how do you ensure your content is seen among all that noise?
    • Best Practice 14: Keep Tweets Short 1 Source: Dan Zarrella
    • Best Practice 14: Keep Tweets Short 1 Source: Dan Zarrella 2
    • Best Practice 14: Keep Tweets Short 1 Source: Dan Zarrella 2 This RT required the removal of my keyword #INBOUND13
    • Best Practice 15: Include Twitter Handles
    • Best Practice 15: Include Twitter Handles Including a user or brand’s handle will increase the chances that they will RT you.
    • Best Practice 16: Know Reply VS Mentions
    • Best Practice 16: Know Reply VS Mentions
    • Best Practice 16: Know Reply VS Mentions Anyone who follows both the person being tweeted at AND the tweeter can see a “reply” tweet.
    • Free Twitter Resource: Need some pre-written tweets to get started on your Twitter? Grab this five day Twitter kickstart kit.
    • Tweets with one or two hashtags receive 21% higher engagement than those with three or more hashtags. Source: Salesforce
    • Best Practice 17: Use Hashtags Judiciously Including more than two in a Tweet is probably overkill, and you only need to tag the most important word that represents the theme of your Tweet. Source: Twitter
    • Best Practice 18: Don’t Force Trending Hashtags 17% of the top 1,000 search terms on Twitter “churn over” on an hourly basis. Source: Twitter
    • Tweets with images result in a 55% increase in leads. Source: HubSpot
    • Best Practice 19: Incorporate Visual Content
    • Best Practice 20: Direct Upload Photos to Twitter
    • Best Practice 20: Direct Upload Photos to Twitter
    • Best Practice 20: Direct Upload Photos to Twitter Instagram photos don’t appear on Twitter.
    • Best Practice 20: Direct Upload Photos to Twitter Source: Simply Measured * Even the data SMALL SAMPLE supports it! SIZE
    • Free Twitter Resource: Create the perfect image for your Twitter cover photo with our pre-sized PowerPoint template.
    • Best Practice 21: Place Links in Middle of Tweet Source: Dan Zarrella
    • Best Practice 21: Place Links in Middle of Tweet For example ... Source: Dan Zarrella
    • Best Practice 22: Include Links in Profile Bio
    • Best Practice 23: Use Shortened Links
    • Best Practice 23: Use Shortened Links Links can be around 20 characters before they get cropped with an ellipses.
    • Best Practice 24: Optimize Posting Schedule Highest number of clicks appear between 1PM and 3PM from Monday to Thursday. The best time to get retweets is from 4PM to 5PM on Fridays. Source: Dan Zarrella * LINKS ARE ABOUT 20 CHARACTERS
    • Free Twitter Resource: Optimize your publishing schedule all once with this social media publishing template in Excel.
    • Bonus Best Practice: Use Social Inbox 1 Color-coded lifecycle stage: immediately know whether someone is a prospect, lead or customer. 2 View your contact’s follower and following count to see how influential they are. 3 Reply, re-tweet, favorite, share, or email them—all within HubSpot. 4 View a record of the entire conversation, both what you and the contact has said. 5 View the contact’s sales rep to see if sales has already had interaction with them. * contact LINKS ARE 6 Easily click through to view fullthe lead. info, including a history of all interactions with ABOUT 20 CHARACTERS
    • 3 IMPROVE YOUR COMMUNICATION
    • Communication improves with portable radios.
    • Walkie Talkie development during the second world war finally allowed for one-toone communication.
    • DON’T JUST BROADCAST YOUR SOCIAL MESSAGE, ENGAGE IN CONVERSATION. #inbound2013
    • This is not social media monitoring.
    • Social media monitoring is about building relationships, not about sitting back and watching the news feed.
    • Free Social Media Resource: Master social media conversations with our free guide on the social part of social media.
    • SCALE CONVERSATIONS WITH A MONITORING ROUTINE. #inbound2013
    • Set Up Google Alerts
    • Set Up Google Alerts Google Alerts can notify you when a social media discussion needs your attention.
    • Monitor in 45 Minutes a Day " 10 minutes: Scan Facebook wall for comments
    • Monitor in 45 Minutes a Day " " 10 minutes: Scan Facebook wall for comments 1 minute: Check Facebook messages
    • Monitor in 45 Minutes a Day " " " 10 minutes: Scan Facebook wall for comments 1 minute: Check Facebook messages 15 minutes: Check for Twitter chatter with your leads and customers
    • Monitor in 45 Minutes a Day " " " " 10 minutes: Scan Facebook wall for comments 1 minute: Check Facebook messages 15 minutes: Check for Twitter chatter with your leads and customers 2 minutes: Scan Google Alerts for important product mentions
    • Monitor in 45 Minutes a Day " " " " " 10 minutes: Scan Facebook wall for comments 1 minute: Check Facebook messages 15 minutes: Check for Twitter chatter with your leads and customers 2 minutes: Scan Google Alerts for important product mentions 2 minutes: LinkedIn Company Page
    • Monitor in 45 Minutes a Day " " " " " " 10 minutes: Scan Facebook wall for comments 1 minute: Check Facebook messages 15 minutes: Check for Twitter chatter with your leads and customers 2 minutes: Scan Google Alerts for important product mentions 2 minutes: LinkedIn Company Page 5 minutes: Find and flag industry-related LinkedIn Today articles
    • Monitor in 45 Minutes a Day " " " " " " " 10 minutes: Scan Facebook wall for comments 1 minute: Check Facebook messages 15 minutes: Check for Twitter chatter with your leads and customers 2 minutes: Scan Google Alerts for important product mentions 2 minutes: LinkedIn Company Page 5 minutes: Find and flag industry-related LinkedIn Today articles 10 minutes: Monitor and respond in LinkedIn Groups
    • Monitor in 45 Minutes a Day " " " " " " " 10 minutes: Scan Facebook wall for comments 1 minute: Check Facebook messages 15 minutes: Check for Twitter chatter with your leads and customers 2 minutes: Scan Google Alerts for important product mentions 2 minutes: LinkedIn Company Page 5 minutes: Find and flag industry-related LinkedIn Today articles 10 minutes: Monitor and respond in LinkedIn Groups Adjust times according to size of social reach – just be sure to scale the whole schedule, not one part.
    • ... NOW WHAT DO YOU DO WITH ALL THIS INFORMATION? #inbound2013
    • Don’t throw it all away.
    • Keep learning with these suggested resources: Facebook LinkedIn 1.  Image Template 2.  Cover Photo Template 3.  News Feed Crash Course 1.  Company Pages Guide 2.  Cover Photo Template Twitter 1.  2.  3.  4.  Kickstarter Kit Cover Photo Template Publishing Template Social Media Guide #inbound2013
    • THANK YOU J #inbound2013