Best Practices in the Big 3:
Facebook, LinkedIn and Twitter
Linked-in Best Practices
David Tuttle
75M+ members
USA: 52%
CAN: 4%
BRZ:2%
EU: 22%
IND: 8%
AUS: 2%
+3M / month, 1 new member / second
Audience
Top 5 U.S. Metro Regions
1. Greater New York City Area
2. Greater Los Angeles Area
3. San Francisco Bay Area
4. Washington...
5
Your featured recruiters
Company culture videoJob postings targeted to
viewer for relevance
Your message dynamically
ada...
Ads
Maximize impressions by
reaching the right audience
Reach your ideal audience
with precision
Your ads stand out on
Lin...
• Objective:
Case Study: Dell Recruitment
Insights
 Understand software developer opinions of Dell as
an employer
 Measu...
Survey Results Influenced Ultra-Targeted Advertising Campaign
We are hiring
We have open positions in
Research, Sales, Fin...
LinkedIn Partner Message from Dell
Join Our Team!
We have open positions in
Research and Sales
RECRUITERTALENT DIRECT
Adve...
Results:
 Awareness of hiring increased +100%
 Willingness to consider jobs increased
+50%
“The end goal wasn’t to hire ...
Facebook Best Practices
Chad Estes
Why is Facebook
important to my
brand/company?
Facebook Statistics
Facebook has more than 550 million
users - 50% of its active users log in
every day.
If Facebook was a...
Engagement Statistics
The average Facebook user:
- spends 55 minutes per day on Facebook
- creates 90 pieces of content a ...
Why?
Connect and Share
Evolution of Content
Publishing
Consumption
Evolution of Content
Obligation to Consume
Marketing Goldmine
Thoughts
Location
Targeting
Brand Statistics
Two thirds of comScore’s U.S. Top 100 websites have
integrated with Facebook.
Half of comScore’s Global T...
How should I use
Facebook?
Key Facebook Components
Personal Profile Public Profile (fan
page)
friend friend fan page
Key Facebook Components
Events
Groups
Apps
Key Facebook Components
Places Open Graph Objects
Page Strategy
1. Identify Objectives
2. Create Strategy
3. Build Page
4. Build Fans
5. Engage Fans
Facebook Ads
Targeting Growth
Engagemen
t
Ads
Internal Commitment
Serious Business
Content Strategy
Importance of News Feed
Wall Posts have 110x the reach of
pages
psst - that’s over 10,000% more!
Where do I find more
resources?
Facebook & Industry Blogs
On Facebook
Industry Blogs
http://facebook.com/facebookpages
http://blog.facebook.com
Industry events
Additional Resources
Pretty much anybody
Twitter Best Practices
Bianca Buckridee
Brand Listening
…participate in a way
that is relevant and
Builds your Brand
Understand
it first
then…
Strategy
What are you going to use for???
•Customer Support
•Product Promotion/Sales
•Reputation Management
•Sharing infor...
Defining Objectives
Example: @askSunTrust Service Channel
• Build relationships with relevant audiences
• Provide a low-ba...
Business Uses/Basics for Social Media Virgins
At
SunTrust,
we use
social
media to:
Meet
consumers
where they
are
Humanize
...
SunTrust Client Service Channel Examples
Identify Issues Compliments Share Information /
Ask Questions
Business Basics for Social Media Virgins
• Social Media will not
save you, it’s just a
piece of the pie.
• The power of Tw...
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2010 AiMA social media SIG luncheon

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Atlanta Interactive Marketing Association | Social Media SIG | Inaugural event lunch-n-learn panel | Best Practices in the Big 3: Facebook, Twitter and LinkedIn | October 2010

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  • This is screen shot ONE of TWO (top portion of the Career Page)

    [[This is a generic company. Customizable screen shots and additional collateral featuring real Career Page customers will be sent out following the product launch]]

    Your key recruitment message
    Your featured recruiters
    Job postings targeted specifically to viewers based on his or her profile information
    Your culture video

    (For Gold customers, the customer can create up to five different versions of the page, customizing all of these modules to appeal to the viewer based on his or her profile information)
  • Your ads stand-out: get noticed in LinkedIn’s streamlined and elegant environment
    Reach with precision: your ads find the members that match your targeting criteria, allowing you to serve a very relevant message
    Maximize impressions: don’t spend money on advertising to professionals you don’t seek
  • 10
  • 2010 AiMA social media SIG luncheon

    1. 1. Best Practices in the Big 3: Facebook, LinkedIn and Twitter
    2. 2. Linked-in Best Practices David Tuttle
    3. 3. 75M+ members USA: 52% CAN: 4% BRZ:2% EU: 22% IND: 8% AUS: 2% +3M / month, 1 new member / second Audience
    4. 4. Top 5 U.S. Metro Regions 1. Greater New York City Area 2. Greater Los Angeles Area 3. San Francisco Bay Area 4. Washington D.C. Metro Area 5. Greater Chicago Area Top 5 Non-U.S. Metro Regions 1. Amsterdam Area, Netherlands 2. London, United Kingdom 3. Brussels Area, Belgium 4. Copenhagen, Denmark 5. Paris Area, France 4 Top 10 Industries 1. Information Technology & Services 2. Computer Software 3. Financial Services 4. Telecommunications 5. Marketing & Advertising 6. Banking 7. Accounting 8. Real Estate 9. Education Management 10. Hospital & Health Care Audience
    5. 5. 5 Your featured recruiters Company culture videoJob postings targeted to viewer for relevance Your message dynamically adapts to the viewer (Gold only)
    6. 6. Ads Maximize impressions by reaching the right audience Reach your ideal audience with precision Your ads stand out on LinkedIn pages
    7. 7. • Objective: Case Study: Dell Recruitment Insights  Understand software developer opinions of Dell as an employer  Measure change in opinions after the LinkedIn campaign
    8. 8. Survey Results Influenced Ultra-Targeted Advertising Campaign We are hiring We have open positions in Research, Sales, Finance Dell Company Page Recruiters at Dell Dell Alumni, Get Connected by Joining Dell Dell Employee Spotlight Watch Now Your Workday at Dell SURVEY Ad Units Company page Featured question
    9. 9. LinkedIn Partner Message from Dell Join Our Team! We have open positions in Research and Sales RECRUITERTALENT DIRECT Advertising was Followed With Direct Sourcing
    10. 10. Results:  Awareness of hiring increased +100%  Willingness to consider jobs increased +50% “The end goal wasn’t to hire people but to change minds regarding Dell as an employer of choice with software developers; but we received much more” –Dell Senior Talent Acquisition Manager Aware Dell’s hiring software engineers +100% Likelihood to consider a job at Dell +50%
    11. 11. Facebook Best Practices Chad Estes
    12. 12. Why is Facebook important to my brand/company?
    13. 13. Facebook Statistics Facebook has more than 550 million users - 50% of its active users log in every day. If Facebook was a country, it would be the 3rd most populous country. More than 1 billion pieces of content are shared each month. Statistics, Facebook, Oct. 2010 Facebook adds 1.2 million users every day.
    14. 14. Engagement Statistics The average Facebook user: - spends 55 minutes per day on Facebook - creates 90 pieces of content a month Statistics, Facebook, Oct. 2010 Click-through rates for wall content on brands’ Facebook pages are as high as 6.49%, as compared to 0.10% for online display ads.Facebook’s Click-Through Rates Flourish.. for Wall Posts, Ad Age, Aug. 2009; “Measuring the Effectiveness of Online Advertising: Lessons Learned”, comScore, Sept. 2010 The average Facebooker is a fan of 10 page, the bulk of which are in media/entertainment properties, causes or charities, and fashion/luxury goods. “Facebook and Brands” Survey, DDB, Oct. 2010
    15. 15. Why?
    16. 16. Connect and Share
    17. 17. Evolution of Content Publishing Consumption
    18. 18. Evolution of Content
    19. 19. Obligation to Consume
    20. 20. Marketing Goldmine Thoughts Location Targeting
    21. 21. Brand Statistics Two thirds of comScore’s U.S. Top 100 websites have integrated with Facebook. Half of comScore’s Global Top 100 websites have integrated. Statistics, Facebook, Oct. 2010 1.75 million “fan” pages have been created to date.
    22. 22. How should I use Facebook?
    23. 23. Key Facebook Components Personal Profile Public Profile (fan page) friend friend fan page
    24. 24. Key Facebook Components Events Groups Apps
    25. 25. Key Facebook Components Places Open Graph Objects
    26. 26. Page Strategy 1. Identify Objectives 2. Create Strategy 3. Build Page 4. Build Fans 5. Engage Fans
    27. 27. Facebook Ads Targeting Growth Engagemen t Ads
    28. 28. Internal Commitment Serious Business
    29. 29. Content Strategy
    30. 30. Importance of News Feed Wall Posts have 110x the reach of pages psst - that’s over 10,000% more!
    31. 31. Where do I find more resources?
    32. 32. Facebook & Industry Blogs On Facebook Industry Blogs http://facebook.com/facebookpages http://blog.facebook.com
    33. 33. Industry events
    34. 34. Additional Resources Pretty much anybody
    35. 35. Twitter Best Practices Bianca Buckridee
    36. 36. Brand Listening …participate in a way that is relevant and Builds your Brand Understand it first then…
    37. 37. Strategy What are you going to use for??? •Customer Support •Product Promotion/Sales •Reputation Management •Sharing information • Conversation Discovery • Conversation Aggregation IDENTIFY • Criteria for participation • Criteria for escalation EVALUATE • Response Framework • SSLA RESPOND
    38. 38. Defining Objectives Example: @askSunTrust Service Channel • Build relationships with relevant audiences • Provide a low-barrier channel for clients to interact • Engage dissatisfied clients and help alter negative perceptions • Create a “human” voice for the brand We need… …to be where our consumers are. …listen, learn and interact with them. …then we need to engage them.
    39. 39. Business Uses/Basics for Social Media Virgins At SunTrust, we use social media to: Meet consumers where they are Humanize the brand Build appreciation Extend our reach Interact Build affinity & loyalty Your brand isn't what you say it is – it's what people tell their friends it is. It isn’t what they say to you. It’s what they say about you. Word of mouth is powerful
    40. 40. SunTrust Client Service Channel Examples Identify Issues Compliments Share Information / Ask Questions
    41. 41. Business Basics for Social Media Virgins • Social Media will not save you, it’s just a piece of the pie. • The power of Twitter lies in your sharing, not your selling. • Learn the art of conversation. • Take time in building your social presence. “What's worst: my competitors knowing my plan or my employees not knowing the plan?”

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