Presents What’s Your Social Media Strategy? Kim Pittaway
What we’ll cover <ul><li>4 case studies </li></ul><ul><li>5 essential steps </li></ul><ul><li>7 key questions </li></ul><u...
All in 90-ish minutes
<ul><li>GO! </li></ul>
case studies
“ I don’t think I got it” Patrick Walsh & Outdoor Canada
 
<ul><li>Joined in fall 2009 </li></ul><ul><li>Didn’t “get it” </li></ul><ul><li>Wasn’t until fall 2010 that he ramped up h...
“ I treat it like a game. And I want to win.”
What does winning look like? <ul><li>1,000+ followers </li></ul><ul><li>The RIGHT followers </li></ul><ul><li>A network of...
“ I look at it as a link in the chain to move people to the magazine and the website”
What did he do? <ul><li>Build a following by following </li></ul>
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul>
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Create connections by creating content </li></ul>
What did he do? <ul><li>Create connections by creating content </li></ul><ul><ul><li>30 best fishing spots in magazine </l...
What did he do? <ul><li>Create connections by creating content </li></ul><ul><ul><li>30 best fishing spots in magazine </l...
“ The blog post was my excuse to bug people”
 
What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul>
What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul><ul><ul><li>Twitter messages to key provincia...
What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul><ul><ul><li>Twitter messages to key provincia...
“ It’s early days, but we are measuring traffic”
Don’t forget to have fun
“ It’s all about exposure for the brand” Kat Tancock & Best Health
 
What does exposure look like?
How did they do it? <ul><li>Build a following by following </li></ul>
How did they do it? <ul><li>Build a following by following </li></ul><ul><ul><li>Keyword searches for yoga, running, kale,...
How did they do it? <ul><li>Build a following by following </li></ul><ul><ul><li>Keyword searches for yoga, running, kale,...
How did they do it? <ul><li>Keep it manageable </li></ul>
How did they do it? <ul><li>Keep it manageable </li></ul><ul><ul><li>Create routines/traditions </li></ul></ul><ul><ul><li...
How did they do it? <ul><li>Keep it manageable </li></ul><ul><ul><li>Create routines/traditions </li></ul></ul><ul><ul><li...
How did they do it? <ul><li>Trigger conversations </li></ul>
How did they do it? <ul><li>Trigger conversations </li></ul><ul><ul><li>Point to content, ask for input </li></ul></ul><ul...
How did they do it? <ul><li>Trigger conversations </li></ul><ul><ul><li>Point to content, ask for input </li></ul></ul><ul...
How did they do it? <ul><li>Target key bloggers--and give them an incentive to drive traffic to you </li></ul>
“ We wanted to reach out. And we wanted to do something positive to support health bloggers”
 
How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul>
How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourse...
How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourse...
How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourse...
How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourse...
How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourse...
“ Twitter and Facebook is our limit for now. There’s only so much time in a day.”
“ Twitter is bigger. Facebook is more engaged.”
“ It’s all about visibility” Lisa Murphy and  Canadian House & Home
 
What does visibility look like? <ul><li>5,600 Facebook fans </li></ul>
How did they do it? <ul><li>Building a following by following </li></ul>
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul>
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Monitor your competitors </li></ul>
How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul>
How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul><ul><ul><li>Facebook ...
How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul><ul><ul><li>Facebook ...
“ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
“ None of it is  the  answer: You just have to try stuff.” Lisa Whittington-Hill and  This Magazine
 
What does success look like? <ul><li>Converting followers into subscribers </li></ul>
How did they do it? <ul><li>Active Facebook and Twitter accounts </li></ul>
How did they do it? <ul><li>GroupOn: Regional coupon offers </li></ul><ul><li>BC Business had done a GroupOn offer </li></...
“ I had to ask myself: What could our cheapest price be?”
And then GroupOn pushed it lower
How did they do it? <ul><li>$13 offer (usu $20 is lowest). This Mag gets 1/2 </li></ul><ul><li>Wanted to push it out on Su...
 
“ I thought 50 to 100 subscriptions would be great”
How did they do it? <ul><li>286 new subscribers </li></ul>
How did they do it? <ul><li>286 new subscribers </li></ul><ul><li>Better results than their largest DM campaign </li></ul>
How did they do it? <ul><li>286 new subscribers </li></ul><ul><li>Better results than their largest DM campaign </li></ul>...
How did they do it? <ul><li>286 new subscribers </li></ul><ul><li>Better results than their largest DM campaign </li></ul>...
How did they do it? <ul><li>The challenges: </li></ul><ul><ul><li>People have to redeem coupon by phone </li></ul></ul><ul...
“ It will be interesting to see what happens as other couponers enter the market. Shop around.”
Case study bonus round <ul><li>Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours </li></ul>
Case study bonus round <ul><li>Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours </li></ul...
Case study bonus round <ul><li>Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours </li></ul...
Case study bonus round <ul><li>Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chef...
Case study bonus round <ul><li>Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chef...
Case study bonus round <ul><li>Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chef...
5 essential steps
1. Listen <ul><li>Where are your readers already congregating? </li></ul>
1. Listen <ul><li>* Use free tools to set up searches to see what people are saying about you and the topics important to ...
2. Connect <ul><li>Who are you trying to reach? </li></ul>
2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Who is already reaching those folks? </li></ul>
2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Who is already reaching those folks? </li></ul><ul><li>C...
2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Who is already reaching those folks? </li></ul><ul><li>C...
2. Connect <ul><li>Connect with interested users </li></ul>
2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Monitter.com keywords </li></ul></ul><ul><ul><li>Tw...
2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Monitter.com keywords </li></ul></ul><ul><ul><li>Tw...
2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Monitter.com keywords </li></ul></ul><ul><ul><li>Tw...
3. Share <ul><li>Share real insight, real information </li></ul>
3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul>
3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul>...
3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul>...
3. Share <ul><li>Tolerate positive & negative comments </li></ul>
4. Ask <ul><li>People like to be asked for advice </li></ul>
4. Ask <ul><li>People like to be asked for advice </li></ul><ul><li>Test covers, test content, get story ideas </li></ul>
5. Respond <ul><li>Respond to specific requests & complaints </li></ul>
5. Respond <ul><li>Respond to specific requests & complaints </li></ul><ul><ul><li>Have guidelines in place for who respon...
5. Respond <ul><li>Respond to specific requests & complaints </li></ul><ul><ul><li>Have guidelines in place for who respon...
7 key questions
1. What should you post? <ul><li>Be informative.  </li></ul>
1. What should you post? <ul><li>Create online traditions </li></ul><ul><ul><li>Shared traditions foster community </li></...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul>
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
3. What is most likely to get shared?
3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul>
3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul><ul><ul><li>Wow! Cool! Positive emotion dri...
3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul><ul><ul><li>Wow! Cool! Positive emotion dri...
3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6....
3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6....
3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets Rted avg 6....
4. Why do people quit you?
4. Why do people quit you? <ul><li>Other studies have shown that more than 90% of quitters do so because of too frequent, ...
5. How can you manage this? <ul><li>Use the right tools </li></ul><ul><ul><li>Hootsuite, Postling, Tweetdeck, Seesmic & ot...
5. How can you manage this? <ul><li>Use the right tools </li></ul><ul><ul><li>Hootsuite, Postling, Tweetdeck, Seesmic & ot...
5. How can you manage this? <ul><li>Use the right tools </li></ul><ul><ul><li>Hootsuite, Postling, Tweetdeck, Seesmic & ot...
6. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><...
6. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><...
6. What social media should you focus on? <ul><li>Postling: Average link on Twitter got 117 clicks, while average link to ...
6. What social media should you focus on? <ul><li>Facebook is your inner circle, most committed  </li></ul><ul><li>Twitter...
7. What about others?
7. What about the others?
7. What about others?
7. What about others?
7. What about others?
7. What about the others? <ul><li>YAFSMN </li></ul>
7. What about the others? <ul><li>YAFSMN </li></ul><ul><li>But do keep an eye out for social media opportunities that coul...
1 mega-question
What is the ROI? <ul><li>Only 12% of companies surveyed feel their orgs use SM effectively   (Harvard Business Review Anal...
What is the ROI? <ul><li>Only 12% of companies surveyed feel their orgs use SM effectively  (Harvard Business Review Analy...
What is the ROI? <ul><li>Only 12% of companies surveyed feel their orgs use SM effectively   (Harvard Business Review Anal...
You need to be in the 16% who measure
What’s the R in your ROI?
What’s the I in your ROI?
You can’t track what you haven’t measured
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul>
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your k...
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your k...
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your k...
And a bunch o’ resources
Find this presentation at  www.slideshare.net/KimPittaway
Find all of the links (plus lots of articles too) at www.delicious.com/kimpittaway/AMA
And don’t forget…
… to follow me on Twitter @kimpittaway
… connect with me on LinkedIn www.linkedin.com/in/kimpittaway
… and visit my website www.kimpittaway.com
Questions?
What's your social media strategy?
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What's your social media strategy?

  1. 1. Presents What’s Your Social Media Strategy? Kim Pittaway
  2. 2. What we’ll cover <ul><li>4 case studies </li></ul><ul><li>5 essential steps </li></ul><ul><li>7 key questions </li></ul><ul><li>1 mega-question </li></ul><ul><li>And a bunch o’ resources </li></ul>
  3. 3. All in 90-ish minutes
  4. 4. <ul><li>GO! </li></ul>
  5. 5. case studies
  6. 6. “ I don’t think I got it” Patrick Walsh & Outdoor Canada
  7. 8. <ul><li>Joined in fall 2009 </li></ul><ul><li>Didn’t “get it” </li></ul><ul><li>Wasn’t until fall 2010 that he ramped up his efforts </li></ul>
  8. 9. “ I treat it like a game. And I want to win.”
  9. 10. What does winning look like? <ul><li>1,000+ followers </li></ul><ul><li>The RIGHT followers </li></ul><ul><li>A network of connections </li></ul>
  10. 11. “ I look at it as a link in the chain to move people to the magazine and the website”
  11. 12. What did he do? <ul><li>Build a following by following </li></ul>
  12. 13. What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul>
  13. 14. What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li>Search for enthusiasts </li></ul></ul>
  14. 15. What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li>Search for enthusiasts </li></ul></ul><ul><ul><li>Mine their lists and followers </li></ul></ul>
  15. 16. What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li>Search for enthusiasts </li></ul></ul><ul><ul><li>Mine their lists and followers </li></ul></ul><ul><ul><li>Flattery works: RT intelligently </li></ul></ul>
  16. 17. What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li>Search for enthusiasts </li></ul></ul><ul><ul><li>Mine their lists and followers </li></ul></ul><ul><ul><li>Flattery works: RT intelligently </li></ul></ul><ul><ul><li>M and DM to ask smart questions, point them to key resources </li></ul></ul>
  17. 18. What did he do? <ul><li>Create connections by creating content </li></ul>
  18. 19. What did he do? <ul><li>Create connections by creating content </li></ul><ul><ul><li>30 best fishing spots in magazine </li></ul></ul>
  19. 20. What did he do? <ul><li>Create connections by creating content </li></ul><ul><ul><li>30 best fishing spots in magazine </li></ul></ul><ul><ul><li>Blog post listing locations--but pushing back to mag for details </li></ul></ul>
  20. 21. “ The blog post was my excuse to bug people”
  21. 23. What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul>
  22. 24. What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul><ul><ul><li>Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow </li></ul></ul>
  23. 25. What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul><ul><ul><li>Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow </li></ul></ul><ul><ul><li>Links get RTed more often than comments </li></ul></ul>
  24. 26. “ It’s early days, but we are measuring traffic”
  25. 27. Don’t forget to have fun
  26. 28. “ It’s all about exposure for the brand” Kat Tancock & Best Health
  27. 30. What does exposure look like?
  28. 31. How did they do it? <ul><li>Build a following by following </li></ul>
  29. 32. How did they do it? <ul><li>Build a following by following </li></ul><ul><ul><li>Keyword searches for yoga, running, kale, salads </li></ul></ul>
  30. 33. How did they do it? <ul><li>Build a following by following </li></ul><ul><ul><li>Keyword searches for yoga, running, kale, salads </li></ul></ul><ul><ul><li>Targeted key influencers </li></ul></ul>
  31. 34. How did they do it? <ul><li>Keep it manageable </li></ul>
  32. 35. How did they do it? <ul><li>Keep it manageable </li></ul><ul><ul><li>Create routines/traditions </li></ul></ul><ul><ul><li>Tip of the Day: links to web version of TOTD newsletter </li></ul></ul>
  33. 36. How did they do it? <ul><li>Keep it manageable </li></ul><ul><ul><li>Create routines/traditions </li></ul></ul><ul><ul><li>Tip of the Day: links to web version of TOTD newsletter </li></ul></ul><ul><ul><li>Tweet at least once a day at 9 am--anything else is bonus </li></ul></ul><ul><ul><li>Facebook updates no more than twice a day </li></ul></ul>
  34. 37. How did they do it? <ul><li>Trigger conversations </li></ul>
  35. 38. How did they do it? <ul><li>Trigger conversations </li></ul><ul><ul><li>Point to content, ask for input </li></ul></ul><ul><ul><ul><li>Salad recipes: What’s your favourite salad green? </li></ul></ul></ul><ul><ul><ul><li>Work-out songs: What work-out song keeps you motivated? </li></ul></ul></ul>
  36. 39. How did they do it? <ul><li>Trigger conversations </li></ul><ul><ul><li>Point to content, ask for input </li></ul></ul><ul><ul><ul><li>Salad recipes: What’s your favourite salad green? </li></ul></ul></ul><ul><ul><ul><li>Work-out songs: What work-out song keeps you motivated? </li></ul></ul></ul><ul><ul><li>Close the loop </li></ul></ul><ul><ul><ul><li>Feature content back in the magazine </li></ul></ul></ul>
  37. 40. How did they do it? <ul><li>Target key bloggers--and give them an incentive to drive traffic to you </li></ul>
  38. 41. “ We wanted to reach out. And we wanted to do something positive to support health bloggers”
  39. 43. How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul>
  40. 44. How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourself or others </li></ul>
  41. 45. How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourself or others </li></ul><ul><li>Editors selected finalists </li></ul>
  42. 46. How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourself or others </li></ul><ul><li>Editors selected finalists </li></ul><ul><li>Community votes on finalists </li></ul>
  43. 47. How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourself or others </li></ul><ul><li>Editors selected finalists </li></ul><ul><li>Community votes on finalists </li></ul><ul><li>Bloggers driving traffic back to site to vote </li></ul>
  44. 48. How did they do it? <ul><li>Editors collected list of bloggers they liked </li></ul><ul><li>Sent messages: Nominate yourself or others </li></ul><ul><li>Editors selected finalists </li></ul><ul><li>Community votes on finalists </li></ul><ul><li>Bloggers driving traffic back to site to vote </li></ul><ul><li>BH supporting with Twitter and FB </li></ul>
  45. 49. “ Twitter and Facebook is our limit for now. There’s only so much time in a day.”
  46. 50. “ Twitter is bigger. Facebook is more engaged.”
  47. 51. “ It’s all about visibility” Lisa Murphy and Canadian House & Home
  48. 53. What does visibility look like? <ul><li>5,600 Facebook fans </li></ul>
  49. 54. How did they do it? <ul><li>Building a following by following </li></ul>
  50. 55. How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people in their category </li></ul></ul>
  51. 56. How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people in their category </li></ul></ul><ul><li>Be seen as experts with answers </li></ul>
  52. 57. How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people in their category </li></ul></ul><ul><li>Be seen as experts with answers </li></ul><ul><ul><li>Key word searches for décor, decorating, paint & other design keywords </li></ul></ul>
  53. 58. How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people in their category </li></ul></ul><ul><li>Be seen as experts with answers </li></ul><ul><ul><li>Key word searches for décor, decorating, paint & other design keywords </li></ul></ul><ul><ul><li>Spontaneously provide expert advice when someone poses a question or has a problem </li></ul></ul>
  54. 59. How did they do it? <ul><li>Don’t get mad, get smart </li></ul>
  55. 60. How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift their images </li></ul></ul>
  56. 61. How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift their images </li></ul></ul><ul><ul><li>Use Google Alerts to notify </li></ul></ul>
  57. 62. How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift their images </li></ul></ul><ul><ul><li>Use Google Alerts to notify </li></ul></ul><ul><ul><li>Ask for link and credit </li></ul></ul>
  58. 63. How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift their images </li></ul></ul><ul><ul><li>Use Google Alerts to notify </li></ul></ul><ul><ul><li>Ask for link and credit </li></ul></ul><ul><ul><li>Do an online gallery of, say, Design Sponge’s favourite CH&H rooms--piggyback on blogger traffic </li></ul></ul>
  59. 64. How did they do it? <ul><li>Monitor your competitors </li></ul>
  60. 65. How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul>
  61. 66. How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul><ul><ul><li>Facebook has 1/3 the followers but drives more referral traffic than Twitter </li></ul></ul>
  62. 67. How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul><ul><ul><li>Facebook has 1/3 the followers but drives more referral traffic than Twitter </li></ul></ul><ul><ul><li>Twitter provides connections to key influencers </li></ul></ul>
  63. 68. “ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
  64. 69. “ None of it is the answer: You just have to try stuff.” Lisa Whittington-Hill and This Magazine
  65. 71. What does success look like? <ul><li>Converting followers into subscribers </li></ul>
  66. 72. How did they do it? <ul><li>Active Facebook and Twitter accounts </li></ul>
  67. 73. How did they do it? <ul><li>GroupOn: Regional coupon offers </li></ul><ul><li>BC Business had done a GroupOn offer </li></ul><ul><li>US regional mags and newspapers </li></ul>
  68. 74. “ I had to ask myself: What could our cheapest price be?”
  69. 75. And then GroupOn pushed it lower
  70. 76. How did they do it? <ul><li>$13 offer (usu $20 is lowest). This Mag gets 1/2 </li></ul><ul><li>Wanted to push it out on Sunday. Lisa pushed for weekday so office open </li></ul><ul><li>GroupOn writes your sales pitch: you have no control over tone </li></ul>
  71. 78. “ I thought 50 to 100 subscriptions would be great”
  72. 79. How did they do it? <ul><li>286 new subscribers </li></ul>
  73. 80. How did they do it? <ul><li>286 new subscribers </li></ul><ul><li>Better results than their largest DM campaign </li></ul>
  74. 81. How did they do it? <ul><li>286 new subscribers </li></ul><ul><li>Better results than their largest DM campaign </li></ul><ul><li>Key to success: Got their FB and Twitter followers to promote it </li></ul>
  75. 82. How did they do it? <ul><li>286 new subscribers </li></ul><ul><li>Better results than their largest DM campaign </li></ul><ul><li>Key to success: Got their FB and Twitter followers to promote it </li></ul><ul><li>People who purchased were familiar with the brand through FB and Twitter </li></ul>
  76. 83. How did they do it? <ul><li>The challenges: </li></ul><ul><ul><li>People have to redeem coupon by phone </li></ul></ul><ul><ul><li>No customer info </li></ul></ul><ul><ul><li>GroupOn hoarders </li></ul></ul><ul><ul><li>Coupon saturation? </li></ul></ul><ul><ul><li>Will they renew? </li></ul></ul><ul><ul><li>If they renew, will they do it at usual price or will they need to be cycled up? </li></ul></ul><ul><ul><li>You get paid in 3 installments </li></ul></ul>
  77. 84. “ It will be interesting to see what happens as other couponers enter the market. Shop around.”
  78. 85. Case study bonus round <ul><li>Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours </li></ul>
  79. 86. Case study bonus round <ul><li>Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours </li></ul><ul><li>Lapham’s Quarterly: Twitter and FB are two of website’s main traffic sources </li></ul>
  80. 87. Case study bonus round <ul><li>Seventeen: special sub deal to 64,000 Twitter followers. 170 new subs in 24 hours </li></ul><ul><li>Lapham’s Quarterly: Twitter and FB are two of website’s main traffic sources </li></ul><ul><li>Sunset magazine: Test marketing ideas by asking Facebook fans for feedback; provide insight back to advertisers </li></ul>
  81. 88. Case study bonus round <ul><li>Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips </li></ul>
  82. 89. Case study bonus round <ul><li>Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips </li></ul><ul><li>Lucky: Has created Foursquare page with tips for shopping destinations readers can access on their smartphones </li></ul>
  83. 90. Case study bonus round <ul><li>Food & Wine: hosts Twitter and FB chats so followers can speak to selected editors and chefs about recipes and dining tips </li></ul><ul><li>Lucky: Has created Foursquare page with tips for shopping destinations readers can access on their smartphones </li></ul><ul><li>Spin: Musical scavenger hunt using Foursquare during last year’s SXSW festival </li></ul>
  84. 91. 5 essential steps
  85. 92. 1. Listen <ul><li>Where are your readers already congregating? </li></ul>
  86. 93. 1. Listen <ul><li>* Use free tools to set up searches to see what people are saying about you and the topics important to you: </li></ul><ul><ul><li>Monitter.com </li></ul></ul><ul><ul><li>Tweetbeep.com </li></ul></ul><ul><ul><li>Google Alerts </li></ul></ul><ul><ul><li>Keyword searches on Twitter </li></ul></ul>
  87. 94. 2. Connect <ul><li>Who are you trying to reach? </li></ul>
  88. 95. 2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Who is already reaching those folks? </li></ul>
  89. 96. 2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Who is already reaching those folks? </li></ul><ul><li>Connect with key influencers </li></ul>
  90. 97. 2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Who is already reaching those folks? </li></ul><ul><li>Connect with key influencers </li></ul><ul><ul><li>Patrick, Kat and Lisa’s strategies </li></ul></ul><ul><ul><li>Look at Alltop.com and Klout scores in Twitter </li></ul></ul>
  91. 98. 2. Connect <ul><li>Connect with interested users </li></ul>
  92. 99. 2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Monitter.com keywords </li></ul></ul><ul><ul><li>Twitter keyword searches </li></ul></ul>
  93. 100. 2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Monitter.com keywords </li></ul></ul><ul><ul><li>Twitter keyword searches </li></ul></ul><ul><li>Understand the community culture </li></ul>
  94. 101. 2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Monitter.com keywords </li></ul></ul><ul><ul><li>Twitter keyword searches </li></ul></ul><ul><li>Understand the community culture </li></ul><ul><li>If you’re not on it, you don’t get it </li></ul>
  95. 102. 3. Share <ul><li>Share real insight, real information </li></ul>
  96. 103. 3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul>
  97. 104. 3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul><ul><ul><li>Establish internal guidelines for tone & voice </li></ul></ul>
  98. 105. 3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul><ul><ul><li>Establish internal guidelines for tone & voice </li></ul></ul><ul><li>Everyone wants to be an insider: Share behind the scenes stuff, advance info, sneak peeks </li></ul>
  99. 106. 3. Share <ul><li>Tolerate positive & negative comments </li></ul>
  100. 107. 4. Ask <ul><li>People like to be asked for advice </li></ul>
  101. 108. 4. Ask <ul><li>People like to be asked for advice </li></ul><ul><li>Test covers, test content, get story ideas </li></ul>
  102. 109. 5. Respond <ul><li>Respond to specific requests & complaints </li></ul>
  103. 110. 5. Respond <ul><li>Respond to specific requests & complaints </li></ul><ul><ul><li>Have guidelines in place for who responds to what </li></ul></ul>
  104. 111. 5. Respond <ul><li>Respond to specific requests & complaints </li></ul><ul><ul><li>Have guidelines in place for who responds to what </li></ul></ul><ul><li>Spontaneously respond: Help out a stranger and turn them into a friend </li></ul>
  105. 112. 7 key questions
  106. 113. 1. What should you post? <ul><li>Be informative. </li></ul>
  107. 114. 1. What should you post? <ul><li>Create online traditions </li></ul><ul><ul><li>Shared traditions foster community </li></ul></ul><ul><ul><li>Spacing on FB: Daily headlines, weekly watercolour sketches, Saturday round-ups of blog content from Spacing network </li></ul></ul><ul><ul><li>This Magazine: Tuesday Tracks </li></ul></ul><ul><ul><li>Playboy Magazine: Frisky Friday </li></ul></ul>
  108. 115. 2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul>
  109. 116. 2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, respond to questions & complaints </li></ul></ul><ul><ul><li>Don’t be afraid to take it offline </li></ul></ul>
  110. 117. 2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, respond to questions & complaints </li></ul></ul><ul><ul><li>Don’t be afraid to take it offline </li></ul></ul><ul><li>It’s public, not private </li></ul>
  111. 118. 2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, respond to questions & complaints </li></ul></ul><ul><ul><li>Don’t be afraid to take it offline </li></ul></ul><ul><li>It’s public, not private </li></ul><ul><ul><li>Don’t snark or flame. Ever. </li></ul></ul>
  112. 119. 2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, respond to questions & complaints </li></ul></ul><ul><ul><li>Don’t be afraid to take it offline </li></ul></ul><ul><li>It’s public, not private </li></ul><ul><ul><li>Don’t snark or flame. Ever. </li></ul></ul><ul><li>Have a crisis plan </li></ul>
  113. 120. 2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, respond to questions & complaints </li></ul></ul><ul><ul><li>Don’t be afraid to take it offline </li></ul></ul><ul><li>It’s public, not private </li></ul><ul><ul><li>Don’t snark or flame. Ever . </li></ul></ul><ul><li>Have a crisis plan </li></ul><ul><ul><li>Who watches? </li></ul></ul><ul><ul><li>Who is informed? </li></ul></ul><ul><ul><li>Who responds? </li></ul></ul>
  114. 121. 3. What is most likely to get shared?
  115. 122. 3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul>
  116. 123. 3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul><ul><ul><li>Wow! Cool! Positive emotion drives RT more than straight information sharing </li></ul></ul>
  117. 124. 3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul><ul><ul><li>Wow! Cool! Positive emotion drives RT more than straight information sharing </li></ul></ul><ul><ul><li>And I can prove it… </li></ul></ul>
  118. 125. 3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral </li></ul>
  119. 126. 3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral </li></ul><ul><li>Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement </li></ul>
  120. 127. 3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets Rted avg 6.6 times, 2.6 for neg, 2.2 for neutral </li></ul><ul><li>Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement </li></ul><ul><li>Study of NYT most emailed: Stories that inspired awe were more likely to be shared </li></ul>
  121. 128. 4. Why do people quit you?
  122. 129. 4. Why do people quit you? <ul><li>Other studies have shown that more than 90% of quitters do so because of too frequent, irrelevant or boring communications </li></ul><ul><li>71% of consumers are more cautious this year than last about “liking” a company on Facebook (ExactTarget study) </li></ul>
  123. 130. 5. How can you manage this? <ul><li>Use the right tools </li></ul><ul><ul><li>Hootsuite, Postling, Tweetdeck, Seesmic & others </li></ul></ul>
  124. 131. 5. How can you manage this? <ul><li>Use the right tools </li></ul><ul><ul><li>Hootsuite, Postling, Tweetdeck, Seesmic & others </li></ul></ul><ul><li>Monitor and manage staff time </li></ul><ul><ul><li>Routines help </li></ul></ul><ul><ul><li>Be realistic </li></ul></ul><ul><ul><li>Target your engaged employees </li></ul></ul>
  125. 132. 5. How can you manage this? <ul><li>Use the right tools </li></ul><ul><ul><li>Hootsuite, Postling, Tweetdeck, Seesmic & others </li></ul></ul><ul><li>Monitor and manage staff time </li></ul><ul><ul><li>Routines help </li></ul></ul><ul><ul><li>Be realistic </li></ul></ul><ul><ul><li>Target your engaged employees </li></ul></ul><ul><li>Stay on top of the rules of engagement </li></ul><ul><ul><li>Mashable.com </li></ul></ul><ul><ul><li>TechCrunch.com </li></ul></ul>
  126. 133. 6. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><ul><li>But more engaged </li></ul></ul>
  127. 134. 6. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><ul><li>But more engaged </li></ul></ul><ul><li>Twitter: Bigger numbers, quicker to grow </li></ul><ul><ul><li>But good for familiarizing </li></ul></ul>
  128. 135. 6. What social media should you focus on? <ul><li>Postling: Average link on Twitter got 117 clicks, while average link to Facebook got 250 clicks </li></ul>
  129. 136. 6. What social media should you focus on? <ul><li>Facebook is your inner circle, most committed </li></ul><ul><li>Twitter is your wider circle, less committed but still important </li></ul>
  130. 137. 7. What about others?
  131. 138. 7. What about the others?
  132. 139. 7. What about others?
  133. 140. 7. What about others?
  134. 141. 7. What about others?
  135. 142. 7. What about the others? <ul><li>YAFSMN </li></ul>
  136. 143. 7. What about the others? <ul><li>YAFSMN </li></ul><ul><li>But do keep an eye out for social media opportunities that could be distinctively useful or engaging for your audience </li></ul><ul><ul><li>Challenge: barrier of getting them to join </li></ul></ul><ul><ul><li>Opportunity: break new ground, do something cool </li></ul></ul>
  137. 144. 1 mega-question
  138. 145. What is the ROI? <ul><li>Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study) </li></ul>
  139. 146. What is the ROI? <ul><li>Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study) </li></ul><ul><li>84% of professionals in variety of industries say they do not measure ROI of Social Media programs (2009 Mzinga and Babson Executive Education study) </li></ul>
  140. 147. What is the ROI? <ul><li>Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study) </li></ul><ul><li>84% of professionals in variety of industries say they do not measure ROI of Social Media programs (2009 Mzinga and Babson Executive Education study) </li></ul><ul><li>53% of senior execs are unsure of the ROI on Twitter & 15% believe there is no ROI on Twitter, 10% say there’s no ROI on FB (2009 Bazaarvoice and the CMO Club study) </li></ul>
  141. 148. You need to be in the 16% who measure
  142. 149. What’s the R in your ROI?
  143. 150. What’s the I in your ROI?
  144. 151. You can’t track what you haven’t measured
  145. 152. You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul>
  146. 153. You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your key investments and actions by date </li></ul>
  147. 154. You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your key investments and actions by date </li></ul><ul><li>Overlay your investments and actions on your metrics </li></ul>
  148. 155. You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your key investments and actions by date </li></ul><ul><li>Overlay your investments and actions on your metrics </li></ul><ul><li>Look for relationships </li></ul>
  149. 156. And a bunch o’ resources
  150. 157. Find this presentation at www.slideshare.net/KimPittaway
  151. 158. Find all of the links (plus lots of articles too) at www.delicious.com/kimpittaway/AMA
  152. 159. And don’t forget…
  153. 160. … to follow me on Twitter @kimpittaway
  154. 161. … connect with me on LinkedIn www.linkedin.com/in/kimpittaway
  155. 162. … and visit my website www.kimpittaway.com
  156. 163. Questions?
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