How to Increase Your Social Media Presence (Social Media 102)

AgendaIntroduction: Know Why1. What Makes a Good Tweet?2. Starting a Blog  Platforms  Widgets/Integrations  Content3. Publicizing a Blog • Cross-social media promotion • Specific sites© 2011 SAP AG. All rights reserved. 2

What Makes a Good Tweet?Listening vs. the Marketing MegaphoneTop 3 Tips for a Good Tweet1. Listen before you Tweet2. Add your own insights vs. just (re)tweeting3. Be a personality not a company (P2P)Top 3 Tips to increase your following1. Follow influencers & other interesting people2. Tweet during relevant events using the hashtag3. Include influencers or other relevant handles in your Tweets (even ask for RTs) It’s not a science and the rule of thumb is: use common sense!© 2011 SAP AG. All rights reserved. 4

What Makes a Good Tweet?It’s actually quite complex…Increase: Reach – Following - Influence – EngagementQualitative It’s audience appropriate (what & when) Good content = not a product pitch Leaves room for Retweeting Influences (your audience) Is a well-defined piece in your overall social media strategy Is Retweeted by your influencers (not just your colleagues & friends)Quantitative Tweet is Retweeted and/or commented on Creates a high amount of impressions (reach); premise: influencers have many followers Click-throughs to promoted content, e.g. via Bit.ly’s Growth in number of followers Increases your Klout scoreRelated Klout, Twittalyzer, TweetReach© 2011 SAP AG. All rights reserved. 5

Crowd-sourced: “What makes a good Tweet?” 1. “Make it catchy and engage the audience by asking questions 2. Simple language, easy to read 3. Use hashtags in context, don’t just add them at the end 4. Don’t use marketing but conversational language 5. Think first what is relevant for you audience before (re) tweeting 6. Add your own comment to a RT (modify the original tweet), as it adds more value than simple re-tweeting.” @D_Sieber ~ Dorothea Sieber, Social Media Manager for HANA, SAP 1) “Retweetable without modifying the tweets. So there should be at least 10 chars available for the RT@twitterhandle 2) Using the industry/known hashtags. Don’t create your own variation of hashtag. Do some research on the existing hashtag that people use and include that in your tweet to increase visibility. 3) Add twitter handles of others when u refer to them. Don’t just simply state the name. Research if they have a twitter handle. 4) Good tweets might fail to pick up traction if tweeted at the wrong @PalmNorch time. Scheduled them at the right time when your followers are most active on Twitter” ~ Palm Norchoovech, Social Media Manager for SCN, SAP© 2011 SAP AG. All rights reserved. 6

Crowd-sourced: “What makes a good Tweet?” 1. “Not too many hashtags – 1 or two. 2. Timing – 5-6 per day, not rapid fire of 3 or 4 tweets one after another (space them out – unless it’s an #SAPChat) 3. Don’t use twitter as a PR channel. Think about how what you tweet is of value – don’t mention SAP just to mention it. 4. Bit.ly or other shortener – Link at the end. 5. Message first, Link second, hash third. 6. Test punctuation, because on some tweet dashboards a “&” will show up looking like a “?” etc. @mheiligman ~ Margot Heiligman, Solution Management Director, SAP 1) “Find the powerful balance between art and science. Work in a pithy grabber. Mashable and Guy Kawasaki both have great examples of pithy grabber tweets. 2) For example, from this morning on @mashable: Delta Wants You to Shop Amazon While Flying - http://on.mash.to/wYFZHr 3) They don’t necessarily leverage hashtags to their full potential, but the content piques your interest and gets you to click-through for more.” ~ Caroline Kohout, Social Media Marketing Strategist, SAP© 2011 SAP AG. All rights reserved. 7

“Good Tweet” Examples  Mark your calendar: #SAP Inside Track is coming back to Vancouver! #SITVAN http://spr.ly/6018RCp0 #mobility  How Will #Mobile #Tech Change The World By 2016? See how one #SAP customer is planning at #SAPForum - spr.ly/6015RCrF  The Importance of Delivering Consistent Customer Experiences http://t.co/CUlXnjSB @1to1media #sapcrm  Delta Wants You to Shop Amazon While Flying - http://on.mash.to/wYFZHr© 2011 SAP AG. All rights reserved. 8

Blog 101: Options SAP Blogs SAP Community Network blogs.sap.com news-sap.com Forbes.com SAP.info Blog Hosting Sites**  Wordpress.com (free)  Wordpress.org (free, self-hosted) – max. impact  Blogger (owned by Google but SEO is lower than WP) ** Wordpress better for biz, Blogger for recreational blogging Related: Blogger vs. Wordpress for SEO; Wordpress.com vs. WP.org© 2011 SAP AG. All rights reserved. 10

Getting Started:  Register for a free blog site at Wordpress.com  Pick a name. Your URL will be “name.wordpress.com”  You can upgrade blog to “name.com” URL later (if available)  Pick a template (under “Appearance”) with the right elements  Pick your widgets (under “Appearance”)  Your Twitter feed  FB, LI & Twitter sharing buttons  Picture  Email Subscribe button  (you automatically get statistics; no widget needed)  Complete the “About” page (your business card) Related: Blogging Trends for 2012© 2011 SAP AG. All rights reserved. 11

Steps for completing set up:  Title & Sub-title of Blog Website – “Settings” – “General”  Public Profile – “Users” – “My Profile”  Your Picture - “Appearance” – “Widget” – “Gravatar”  Also add links to other sites, e.g. LinkedIn  Share Buttons – “Settings” – “Sharing” (On a self-hosted WP.org blog: “Settings” – “Sociable”)  Tools - Webmaster Tools Verification (?) (to get statistics)  Write your first post (“Posts” – “add new”)  Title, body text  Only display first part of a blog: above blog post click “Insert More”  Add a YT video – simply post the URL in the blog on it’s own line  Complete Excerpt  Add Tags  Display (to test what it will look like)  Publish!© 2011 SAP AG. All rights reserved. 12

Blog 101: Content  The right content will attract the right audience  Tell a story  Be a personality = you  Be creative (videos, podcasts, pictures etc.)  Demonstrate your expertise  Don’t pitch products  Listen: What is the tone of the blogging site?  Create a clear and simple title  Use key words (for SEO) in title & body  Create an editorial calendar (and pipeline)  Link to your own & other blogs in your copy  Use Google Ad Words for SEO: https://adwords.google.com Related: The perfectly optimized page© 2011 SAP AG. All rights reserved. 23

SlideshareThe Worlds Largest Community for Sharing Presentations•Set up a private or company account (there are 8 options)•Upload presentations, documents (make sure to add descriptions & tags)•Share privately or publicly•Link to content on Slideshare from your blog – “play it” inside the blog post •Example: Social Media Day at SAP: The Presentations  Option to log in with your Facebook account  Set up your profile with meaningful information (your public profile is your business cards) – Provide links to your blog, FB, Twitter accounts (will also show your Tweet stream) – Picture & description of your “purpose” – Manage notifications  Follow other people or favorite their content (as you look at their uploads)  If you upgrade to PRO you can upload videos, capture leads, get analytics & branding  How to embed a SlideShare presentation into your Wordpress.com blog: – In Slideshare, the easiest way is to grab the embed code and paste it into the HTML view of your blog© 2011 SAP AG. All rights reserved. 24

Blog 102: Promotion To gain readers & optimize SEO •Share your blog via social media • Twitter • Facebook • LinkedIn •Blog regularly & frequently •Use the right keywords in the blog title, body, tags, description •Create LinkLove (inbound links create SEO): •Syndicate your blog •Ask people to link back to your blog •Comment on other people’s blogs (often asks for URL) •Link to yours’ & others’ blogs in your blog •Include your blog URL in your email signature & social profiles • Add a call to action (at the bottom) to increase engagement •Related: 21 Tactics to increase blog traffic© 2011 SAP AG. All rights reserved. 28

Stumbleupon How does it work? • Set up your profile (list your blog)•“We help you easily discover new andinteresting stuff on the Web. Tell us what you • Drag the SU button to your browser so you canlike, and we’ll introduce you to amazing web get content suggestions (see IE mentioned inpages, videos, photos and more that you the sub-text; it’s an actual install)wouldn’t have found on your own. • Use the “up & down thumb” buttons to vote on•As you Stumble through great web pages, tell web sites (like on TiVo)us whether you Like or Dislike our • To begin receiving traffic to your blog fromrecommendations so we can show you more StumbleUpon you must have at least one ofof what’s best for you. We’ll show you web your webpages submitted. In StumbleUpon,pages based on that feedback as well as what browse to your website, and select the “thumbssimilar Stumblers and the people you follow up” button to add the current page tohave Liked or Disliked”. StumbleUpon. • Next, you will be asked to add some more tags & detail. Then submit. Done. • Like most social sites, engagement helps you get more traffic; so start voting.•Related: How to increase StumbleUpon Traffic • You need to add value to get value back© 2011 SAP AG. All rights reserved. 30

Monitor Here is a short list of tools to get you started (use Google to find more):  Google your own name or set up Google Alerts  Search for your name on Socialmention.com (in addition to a list of search results, you get stats on sentiment, top keywords, top users and hashtags)  Put your Twitter handle into TweetReach.com and get metrics on your reach/impressions, retweets, mentions, top followers etc.  Klout.com provides your influencer score. Take this with a grain of salt as it’s not a perfect science. It covers Twitter, FB and LinkedIn. Twitalyzer is a similar tool for Twitter only.  Mr. Unfollowr tells you who has recently unfollowed you on Twitter (PS: There is also Mr. Tweet, to find out who you should be following).© 2011 SAP AG. All rights reserved. Confidential 36

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How to Increase Your Social Media Presence (Social Media 102)

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How to Increase Your Social Media Presence (Social Media 102) Presentation Transcript