Now this is where the rubber hits the road for me. The value of my community. This is another issue of blurring the lines that I have had. More and more now people I have never met, had a conversation with and often times we have no one in common are connecting with me. Until recently I have taken a very hard line. If we haven’t met then you are not a connection. For me my success is in the quality of my network. In order to reach out to someone’s second connection they have to be willing to vouch for me. If they don’t know me how can they vouch for me and then what value is there in connecting with me. But I hear it more and more from people – they connect with anyone,. Quantity over quality. I am struggling with that one.
The key to any successful twitter strategy is building it around a quality community. It doesn’t matter what you say if you are not talking with the right people. Follow your industry peers and leaders, prospects, clients, news reporters(click) Here are a few tools you can use to help build out that community.
Tweetgrader comes from Hubspot. A great tool to find top people in your area or by industry. You can also get a tweetgrader score of your twitter performance.
Okay so we have created our account, our campaigns, our ad groups and our ads – no how do we get to the top?? Again for google it is all about relevance. Google has applied relevance to its sponsored listings as well. Now adword campaigns have a quality score. Your quality score is based on how well the ad is written, how relevant and specific the landing page is and how many negative words have been employed. For example if you are a pump manufacturer and your pumps go in manufacturing facilities you want to be found for rotary displacement pumps or centrifugal pumps but you don’t want to be found for well pumps or fuel pumps to for you negative words would be fuel and well.
First issue is you have to build it out from a personal page. Many blogs suggest you utilize a company wide email like marketing@etc so multimple have access. So basically suggesting you create a dummy account. Which flies in the face of what Google wants, yet they are forcing you into the decision.So anyway from the right hand column of your Google+ personal page you will find the button to create a Google+ Business Pages
First step is to determine what you are . . . Which category best describes you . . I like what Google did with this, it worksLocal Business or Place . . . . Hotels Restaurants, places, stores, servicesProduct or Brand . . . You are an OEM selling your product brandCompany, Institution or OrganizationArts & EntertainmentOtherGILLIAN- I WOULD LIKE THE DEFINITIONS TO TRANSITION IN ON A CLICK
The advantage of building the business page off of your personal page is you can more quickly build community. As a business page you can only follow or circle other business pages or people who have followed you first.
As you start to build your community give consideration to your circles. How do you want to group and organize our clients, prospects, peers and competitors. This tool is a very powerful tool that you can utilize to test marketing messages, share content, monitor competitors and keep a pulse on the market place
So we repurpose the content everywhere we can. Each weekly webinar nets us 4 places to use our content.The live webinar eventYoutTube VideoSlideshare uploadBlog content (okay not every week, but often)
What are they?Do you have to “register” your hashtag?Can you just make them up?Tools for monitoring:Hashtag.orgTwitterfall.comMonitter.comGreat how-to hashtag article at http://mashable.com/2009/05/17/twitter-hashtags/Why use them? (CLICK)Hashtags are a great way to aggregate conversations.Usinghashtags helps to track and monitor who’s sharing your info and who’s jumping in to the conversation.Helps to build community; people may follow others based on their hashtag interests.When to use them? (CLICK)Be creative:EventsContestsNews
#6 Push Messages (click) A push message is… (quick examples)(click) #7 Pull Messages are … (quick example)Establish relationships and conversationsQuality of content should engage RT’s – give a little love get a little love(Click) A good ratio would be…PUSH 10% Engage 90%
Everyone like to be included, thought of and noticed!
The stronger your first connections are the more value there is in your ability to reach out to their connections through Linkedin inMail. A very powerful tool if used judiciously.
*Last week we discussed / debated the importance of community*I talked about my focus on building a community of quality*This week we will discuss how to establish Social Media ROI*What is ROI? In social media it is harder to define and difficult to put a real revenue number on it.
*Social Media is the most difficult to measure of all the marketing tools.*Supports and builds on the subtleties*You can measure engagement & influence*But understanding the value ties back to quality of community*In preparing for our conversation today. I did review and test 8 free tools online. *SocialMention, Whostalkin, Klout, Howsociable, backtype, trandistic, thinkup, and tinker.com. Will review the four highlighted here as the ones I found most relevant.Klout is my favorite
BacktypeRecently acquired by TwitterNot accepting new accounts sign upsWill allow you to run an analysis of your twitter handleWill be going away but it’s available now, it’s free and it gives you and idea of how things are going . . . for now.Of the four this is my least favorite but worth the few minutes it will take you to run it.
*Here is an overview of my Backtype score*strictly twitter derived. *shows the sites I most frequently share*who influences me*who they believe I influence. *Most shared sites – site-seeker, CONNSTEP and blue heron landscape blogs in the top 10
SocialMention is very interesting. *real-time results- seems completely twitter oriented*scores above can change minute by minute*My strength was at 28%, 15 minutes later it was 33%. *This is a very interesting tool and can help you to get an understanding of the value of your conversation.STRENGTH:*likelihood your brand is being discussed in social media. “what is your brand - is your twitter handle your name or company name*Are people likely to discuss your brand without being prompted – are you top of mind*my brand is Katiehoke (which is a huge brand no-no) *they are saying that there is a 28% chance that my brand will be discussed. *This seems low to me and people are not likely to discuss me unless prompted by something*What I take from this for me is people are engaged with me when I engage with themPASSION: *when you are passionate about something you discuss it, without prompting*Is your content and conversation sooo engaging that you are creating passionSENTIMENT:*analyzes tweets based on the use of yes or no or positive and negative words in the tweet*got me thinking about subtleties of my conversationREACH:*Unique users who mention your brand*indicates how and who you are engaging*This number could be low if you haven’t built a quality community*Too much self promotion, not enough engagement?*Eye-opener for me
*First time visiting the site*Clean, engaging to the eye*overall I really liked it
*More robust measures across all social platforms*You can click on the icon and shows you the mentions of your brand*If you have multiple “brands” or personas you can monitor each of those. *This is all you can get for free, 3 levels of paid service. Basic is at $20.00/month and allows you to monitor 3 “brands”*Paid service allows you to track, compare and receive status updates
*Klout is my favoriteI have bias - I been using Klout for a few years now includes most social platformsI have Linkedin, facebook, foursquare and twitter linked to my Klout score
Klout breaks it down into understandable formats and really helps you to see if you are engaging, influencing and reaching your audience.
My 10 topics I appear to be influential about I was both pleased and disappointed*I probably spend a little too much time being social. But then again it is a social platform Connecticut is number 1 B2B and number 2social media as number 3 not sharing my thoughts and views on SEO, ROI, effective web strategies. While we do a ton of work in Social Media, our core business is Web Strategy for growth. need to start bringing that back in the conversation. What is great about this is. Now I will re focus some of my conversation and see if it I start to become influential about the SEO conversation again.
Why is this relevant? *helps you to understand your conversation and the impact it has. *If you are seen as an influencer of your peers then you are probably sharing relevant conversation. *Here are people I influence. But they also influence me. *comfortable that I am sharing content of value and quality relevant to my peers.
Ties back to our first slide - Just because people follow you doesn’t mean they listen to you. *understand your true reach. *Modification of content and outreach to your audience can change this dynamic. *But how can you modify your strategy if you don’t know how it is working?
*seem a bit hypocritical to last weeks comments on how silly badges areIcons all illustrate very important points on your effectiveness. If no one retweets you, then they aren’t seeing value. *If you don’t make it on to a few lists, you aren’t worth following, *Is it just your BFF retweeting you or do many people retweet you? *value, engagement.
Effective Internet Marketing needs to fully embrace all platforms to gain position on the search engine results page. Search and social are no longer separate conversations, you cannot do one with out the other. We have now evolved to “Social Search”
We worked with Seneca Data to launch their Cheetah Deals brand about a year ago. Prior to 11/1/2011 no one had heard of a “Cheetah Deals”. We launched an aggressive social campaign and SEO strategy. Early in the launch driving sales through position in search. But as the Social campaign started to gain traction we started to see an evolution in conversions.
Now searches for brand convert higher than searches for product. It is a combined effort of social and search that drive results.
Questions?Let’s continue the conversation …I wrote a more in depth comparative blog discussing FB v Plus and it’s posted on our site. Leave a comment on my blog for an extra entry in the Amazon gift card drawing at the end of the month…
So speaking of staying on top of search and social trends and their impact on business – Why not join us every Thursday at 10 am. Reserve your spot by registering at site-seeker.com…
Copy of the power point is available at slideshare.net/siteseekerinc
Contact me with any questions or comments:Kathy HokunsonVice President Sales & Marketing860email@example.comLinkedin.com/in/kathyhokunsonSite-Seeker.com
Social media presentation for ISM-CT
presents Social Media and Business Community, Platforms, Engagement & Measurement presented by Kathy Hokunson
Who we are . . .• Search and Social Marketing Firm founded in 2003 – Web design & Development, Search Marketing, Social Media, PPC, ROI• 26 employees in Central New York, Connecticut, Virginia & North Carolina• Work predominantly with B2B and manufacturing but also growing in our B2C clientele Site-Seeker, Inc. 2011
4 Keys to Success . . .Your Linkedin Profile • Create your account • Build your online profile - Completely • Summarize your expertise • Build your community • Request Recommendations • Give Recommendations • Integrate blog • Upload presentations • Join and engage in relevant groups
Here’s the impact . . .• Since we launched Jolt & Bolt on June 16, 2011 our content has been seen, heard, watched or viewed 37,721 times. – Slideshare.net 36,599 – YouTube 571 – Blog Comments 24 – Webinar 531 Site-Seeker, Inc. 2011
Effective Engagement = Consistency Engage regularly Monitor and & consistently respond Utilize tools to Establish help maintain Xcommunity consistency CONSISTENCY Site-Seeker, Inc. 2011
Twitter - Direct Messages (DM) Do’s Thanks for follow, with personalized message Quick private conversations offline Don’ts Automated messages to new followers selling them Automated messages asking new followers to “LIKE” your Facebook page ANY automated message, period. Site-Seeker, Inc. 2011
Twitter - ReTweets (RT)• Great way to connect with people you want to engage with.• Don’t just RT. Add value to the conversation. Site-Seeker, Inc. 2011
socialmention.comStrength is the likelihoodthat your brand is being Sentiment is the rationdiscussed in social media. of mentions that are generally positive to thoseA very simple calculation is that are generally negative.used: phrase mentionswithin the last 24 hoursdivided by total possiblementions. Passion is a measure of Reach is a measure of the likelihood that the range of influence. It is individuals talking about the number of unique your brand will do so authors referencing your repeatedly. brand divided by the total number of mentions.