#inbound13
SOCIAL DOMINATION:
HOW TO CONQUER
‘THE BIG 3’ SOCIAL
MEDIA NETWORKS
inbound marketer.
community activist.
tech enthusiast.
cookie lover.
harry potter addict.
@anum
ANUM
HUSSAIN
1  Form a Strong Alliance
2  Perfect Your Machinery
3  Improve Your Communication
DOMINATION PLAN
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 ...
#inbound13
THINK OF YOUR
SOCIAL MEDIA
STRATEGY THE
SAME WAY.
It’s not about ...
Facebook versus LinkedIn
It’s not about ...
Facebook versus LinkedIn
It’s not about ...
LinkedIn versus Twitter
Facebook versus LinkedIn
It’s not about ...
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.
#inbound13
YOU SHOULD BE
OPTIMIZING EVERY
SOCIAL POST FOR
SIMILAR SUCCESS.
FACEBOOK
Status Link Photo
Video Event Check-In
Posting Options on Facebook
1,500
possible stories are filtered
through per day on an avg
Facebook user’s News Feed.
Lars Backstrom, Facebook Engineer...
1,500
possible stories are filtered
through per day on an avg
Facebook user’s News Feed.
Lars Backstrom, Facebook Engineer...
So how do you ensure
your content is
included in that 20%?
Best Practice 1: Remove Links From Copy
53%more Likes than the average
post.
Source: HubSpot
Photos on Facebook Pages
receive
104%more comments than the
average post.
Source: HubSpot
Photos on Facebook Pages
receive
Best Practice 2: Employ Photos Over Links
Best Practice 3: Optimal Image Upload Size
Timeline Image Preview:
403 x 403 px
Shared Link
Preview:
156 x 116 px
Shared V...
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
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
cut off.
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.
LINKEDIN
Status Link Photo
Video Link
Posting Options on LinkedIn
Three
million companies have
LinkedIn Company Pages.
Source: LinkedIn
Three
million companies have
LinkedIn Company Pages.
Source: LinkedIn
87% of users trust
LinkedIn as a
source of info that...
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 Tod...
277%more effective for lead gen
than Facebook and Twitter.
Source: HubSpot
LinkedIn is
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 rel...
TWITTER
Status Link Photo
Video
Posting Options on Twitter
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 se...
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 2
Source: Dan Zarrella
Best Practice 14: Keep Tweets Short
1 2
This RT
required the
removal of my
keyword
#INBOUND13
Source: Dan Zarrella
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 y...
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 “re...
21%higher engagement than those
with three or more hashtags.
Source: Salesforce
Tweets with one or two hashtags
receive
Best Practice 17: Use Hashtags Judiciously
Including more than two in a tweet is
probably overkill, and you only need to
t...
Best Practice 18: Don’t Force Trending Hashtags
17% of the top 1,000 search terms on
Twitter “churn over” on an hourly bas...
Best Practice 19: Incorporate Visual Content
Source: Simply Measured
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
*
SMALL SAMPLE
SIZE
Even the
data
supports it!
Source: Simply Measured
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
*
LINKS ARE
ABOUT 20
CHARACTERS
Highest number of clicks appear between 1 p.m....
Bonus Best Practice: Use Social Inbox
*
LINKS ARE
ABOUT 20
CHARACTERS
Color-coded lifecycle stage: immediately know whethe...
3 IMPROVE YOUR
COMMUNICATION
Communication improved with portable radios.
Walkie Talkie
development during the second
world war finally allowed for one-to-
one communication.
#inbound13
DON’T JUST
BROADCAST YOUR
SOCIAL MESSAGE,
ENGAGE IN
CONVERSATION.
This is not social media monitoring.
Social media
monitoring is about
building relationships, not
about sitting back and
watching the news feed.
#inbound13
SCALE
CONVERSATIONS
WITH A MONITORING
ROUTINE.
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 ...
" 10 minutes: Scan Facebook wall for comments
" 1 minute: Check Facebook messages
" 15 minutes: Check for Twitter chatter ...
" 10 minutes: Scan Facebook wall for comments
" 1 minute: Check Facebook messages
" 15 minutes: Check for Twitter chatter ...
" 10 minutes: Scan Facebook wall for comments
" 1 minute: Check Facebook messages
" 15 minutes: Check for Twitter chatter ...
" 10 minutes: Scan Facebook wall for comments
" 1 minute: Check Facebook messages
" 15 minutes: Check for Twitter chatter ...
" 10 minutes: Scan Facebook wall for comments
" 1 minute: Check Facebook messages
" 15 minutes: Check for Twitter chatter ...
#inbound13
... NOW WHAT
DO YOU DO
WITH ALL THIS
INFORMATION?
Don’t throw it all away.
#inbound13
Put these social media
best practices to use.
Click here to download
our free social media
scheduling template:...
Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01
Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01
Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01
Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01
Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01
Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01
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Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01

  1. 1. #inbound13 SOCIAL DOMINATION: HOW TO CONQUER ‘THE BIG 3’ SOCIAL MEDIA NETWORKS
  2. 2. inbound marketer. community activist. tech enthusiast. cookie lover. harry potter addict. @anum ANUM HUSSAIN
  3. 3. 1  Form a Strong Alliance 2  Perfect Your Machinery 3  Improve Your Communication DOMINATION PLAN
  4. 4. 1 FORM AN ALLIANCE
  5. 5. Let’s think back to the BIG 3 of WWII ...
  6. 6. The Big 3 of WWII understood that world domination would only be possible by putting aside their differences, and working as a team.
  7. 7. #inbound13 THINK OF YOUR SOCIAL MEDIA STRATEGY THE SAME WAY.
  8. 8. It’s not about ...
  9. 9. Facebook versus LinkedIn It’s not about ...
  10. 10. Facebook versus LinkedIn It’s not about ... LinkedIn versus Twitter
  11. 11. Facebook versus LinkedIn It’s not about ... LinkedIn versus Twitter Twitter versus Facebook
  12. 12. It’s about creating an alliance between the three greatest social levers you can pull.
  13. 13. 2 PERFECT YOUR MACHINERY
  14. 14. Let’s think about WWII tech development.
  15. 15. Aircraft advancements during WWII played a huge role in optimizing battle strategy for success.
  16. 16. #inbound13 YOU SHOULD BE OPTIMIZING EVERY SOCIAL POST FOR SIMILAR SUCCESS.
  17. 17. FACEBOOK
  18. 18. Status Link Photo Video Event Check-In Posting Options on Facebook
  19. 19. 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed. Lars Backstrom, Facebook Engineering Manager
  20. 20. 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed. Lars Backstrom, Facebook Engineering Manager Only 20% of them actually make a user feed.
  21. 21. So how do you ensure your content is included in that 20%?
  22. 22. Best Practice 1: Remove Links From Copy
  23. 23. 53%more Likes than the average post. Source: HubSpot Photos on Facebook Pages receive
  24. 24. 104%more comments than the average post. Source: HubSpot Photos on Facebook Pages receive
  25. 25. Best Practice 2: Employ Photos Over Links
  26. 26. 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
  27. 27. Best Practice 4: Reposition Timeline Photos
  28. 28. Best Practice 4: Reposition Timeline Photos
  29. 29. Best Practice 4: Reposition Timeline Photos
  30. 30. Best Practice 5: Highlight Horizontal Photos
  31. 31. Best Practice 5: Highlight Horizontal Photos
  32. 32. Best Practice 5: Highlight Horizontal Photos
  33. 33. Best Practice 6: Post to Timeline Before Album
  34. 34. Best Practice 6: Post to Timeline Before Album
  35. 35. Best Practice 6: Post to Timeline Before Album No post engagement.
  36. 36. Best Practice 6: Post to Timeline Before Album No post engagement.
  37. 37. Best Practice 6: Post to Timeline Before Album No post engagement. High post engagement.
  38. 38. Best Practice 7: Link Titles < 100 Characters
  39. 39. Best Practice 7: Link Titles < 100 Characters Main title cutoff.
  40. 40. Best Practice 7: Link Titles < 100 Characters Main title cut off. Main title under 100 characters.
  41. 41. Best Practice 8: Keep Post Copy Succinct
  42. 42. Best Practice 8: Keep Post Copy Succinct Shorter posts receive greater response score.
  43. 43. LINKEDIN
  44. 44. Status Link Photo Video Link Posting Options on LinkedIn
  45. 45. Three million companies have LinkedIn Company Pages. Source: LinkedIn
  46. 46. Three million companies have LinkedIn Company Pages. Source: LinkedIn 87% of users trust LinkedIn as a source of info that affects decision making.
  47. 47. So how do you ensure your content is among the trusted sources?
  48. 48. Best Practice 9: Include Shortened Link in Copy Posting directly to LinkedIn STRIPS your UTM tracking code.
  49. 49. Better Yet, Use a Third Party App (Like HubSpot)
  50. 50. Better Yet, Use a Third Party App (Like HubSpot) HubSpot automatically tracks all your social media posts.
  51. 51. Best Practice 10: Rally Around One Post
  52. 52. 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.
  53. 53. 277%more effective for lead gen than Facebook and Twitter. Source: HubSpot LinkedIn is
  54. 54. Best Practice 11: Share More Marketing Offers
  55. 55. 53%of LinkedIn users join 10 or more groups. Source: Power Formula
  56. 56. Best Practice 12: Engage in Groups Source: Power Formula Infographic
  57. 57. Best Practice 13: Use LinkedIn Announcements
  58. 58. Best Practice 13: Use LinkedIn Announcements Yellow bars indicate leads generated on day of LinkedIn announcement
  59. 59. 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.
  60. 60. TWITTER
  61. 61. Status Link Photo Video Posting Options on Twitter
  62. 62. 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter
  63. 63. 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.
  64. 64. So how do you ensure your content is seen among all that noise?
  65. 65. Best Practice 14: Keep Tweets Short 1 Source: Dan Zarrella
  66. 66. Best Practice 14: Keep Tweets Short 1 2 Source: Dan Zarrella
  67. 67. Best Practice 14: Keep Tweets Short 1 2 This RT required the removal of my keyword #INBOUND13 Source: Dan Zarrella
  68. 68. Best Practice 15: Include Twitter Handles
  69. 69. Best Practice 15: Include Twitter Handles Including a user or brand’s handle will increase the chances that they will RT you.
  70. 70. Best Practice 16: Know Reply VS Mentions
  71. 71. Best Practice 16: Know Reply VS Mentions
  72. 72. Best Practice 16: Know Reply VS Mentions Anyone who follows both the person being tweeted at AND the tweeter can see a “reply” tweet.
  73. 73. 21%higher engagement than those with three or more hashtags. Source: Salesforce Tweets with one or two hashtags receive
  74. 74. 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
  75. 75. 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
  76. 76. Best Practice 19: Incorporate Visual Content Source: Simply Measured
  77. 77. Best Practice 20: Direct Upload Photos to Twitter
  78. 78. Best Practice 20: Direct Upload Photos to Twitter
  79. 79. Best Practice 20: Direct Upload Photos to Twitter Instagram photos don’t appear on Twitter.
  80. 80. Best Practice 20: Direct Upload Photos to Twitter * SMALL SAMPLE SIZE Even the data supports it! Source: Simply Measured
  81. 81. Best Practice 21: Place Links in Middle of Tweet Source: Dan Zarrella
  82. 82. Best Practice 21: Place Links in Middle of Tweet For example ... Source: Dan Zarrella
  83. 83. Best Practice 22: Include Links in Profile Bio
  84. 84. Best Practice 23: Use Shortened Links
  85. 85. Best Practice 23: Use Shortened Links Links can be around 20 characters before they get cropped with an ellipses.
  86. 86. Best Practice 24: Optimize Posting Schedule * LINKS ARE ABOUT 20 CHARACTERS Highest number of clicks appear between 1 p.m. and 3 p.m. from Monday to Thursday. The best time to get retweets is from 4 p.m. to 5 p.m. on Fridays. Source: Dan Zarrella
  87. 87. Bonus Best Practice: Use Social Inbox * LINKS ARE ABOUT 20 CHARACTERS Color-coded lifecycle stage: immediately know whether someone is a prospect, lead or customer. 1 View your contact’s follower and following count to see how influential they are. 2 Reply, re-tweet, favorite, share, or email them—all within HubSpot. 3 View a record of the entire conversation, both what you and the contact has said. 4 View the contact’s sales rep to see if sales has already interacted with them. 5 Easily click through to view full contact info, including a history of all interactions with the lead. 6
  88. 88. 3 IMPROVE YOUR COMMUNICATION
  89. 89. Communication improved with portable radios.
  90. 90. Walkie Talkie development during the second world war finally allowed for one-to- one communication.
  91. 91. #inbound13 DON’T JUST BROADCAST YOUR SOCIAL MESSAGE, ENGAGE IN CONVERSATION.
  92. 92. This is not social media monitoring.
  93. 93. Social media monitoring is about building relationships, not about sitting back and watching the news feed.
  94. 94. #inbound13 SCALE CONVERSATIONS WITH A MONITORING ROUTINE.
  95. 95. Set Up Google Alerts
  96. 96. Set Up Google Alerts Google Alerts can notify you when a social media discussion needs your attention.
  97. 97. Monitor in 45 Minutes a Day
  98. 98. " 10 minutes: Scan Facebook wall for comments Monitor in 45 Minutes a Day
  99. 99. " 10 minutes: Scan Facebook wall for comments " 1 minute: Check Facebook messages Monitor in 45 Minutes a Day
  100. 100. " 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
  101. 101. " 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
  102. 102. " 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: Update LinkedIn Company Page Monitor in 45 Minutes a Day
  103. 103. " 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: Update LinkedIn Company Page " 5 minutes: Find and flag industry-related LinkedIn Today articles Monitor in 45 Minutes a Day
  104. 104. " 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: Update 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
  105. 105. " 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: Update 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 Adjust times according to size of social reach – just be sure to scale the whole schedule, not one part.
  106. 106. #inbound13 ... NOW WHAT DO YOU DO WITH ALL THIS INFORMATION?
  107. 107. Don’t throw it all away.
  108. 108. #inbound13 Put these social media best practices to use. Click here to download our free social media scheduling template: http://bit.ly/SMScheduleTemplate
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