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Socialdomination howtoconquerthebig3socialmedianetworks-130828134218-phpapp01 Presentation Transcript

  • 1. #inbound13 SOCIAL DOMINATION: HOW TO CONQUER ‘THE BIG 3’ SOCIAL MEDIA NETWORKS
  • 2. inbound marketer. community activist. tech enthusiast. cookie lover. harry potter addict. @anum ANUM HUSSAIN
  • 3. 1  Form a Strong Alliance 2  Perfect Your Machinery 3  Improve Your Communication DOMINATION PLAN
  • 4. 1 FORM AN ALLIANCE
  • 5. Let’s think back to the BIG 3 of WWII ...
  • 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. #inbound13 THINK OF YOUR SOCIAL MEDIA STRATEGY THE SAME WAY.
  • 8. It’s not about ...
  • 9. Facebook versus LinkedIn It’s not about ...
  • 10. Facebook versus LinkedIn It’s not about ... LinkedIn versus Twitter
  • 11. Facebook versus LinkedIn It’s not about ... LinkedIn versus Twitter Twitter versus Facebook
  • 12. It’s about creating an alliance between the three greatest social levers you can pull.
  • 13. 2 PERFECT YOUR MACHINERY
  • 14. Let’s think about WWII tech development.
  • 15. Aircraft advancements during WWII played a huge role in optimizing battle strategy for success.
  • 16. #inbound13 YOU SHOULD BE OPTIMIZING EVERY SOCIAL POST FOR SIMILAR SUCCESS.
  • 17. FACEBOOK
  • 18. Status Link Photo Video Event Check-In Posting Options on Facebook
  • 19. 1,500 possible stories are filtered through per day on an avg Facebook user’s News Feed. Lars Backstrom, Facebook Engineering Manager
  • 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. So how do you ensure your content is included in that 20%?
  • 22. Best Practice 1: Remove Links From Copy
  • 23. 53%more Likes than the average post. Source: HubSpot Photos on Facebook Pages receive
  • 24. 104%more comments than the average post. Source: HubSpot Photos on Facebook Pages receive
  • 25. Best Practice 2: Employ Photos Over Links
  • 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. Best Practice 4: Reposition Timeline Photos
  • 28. Best Practice 4: Reposition Timeline Photos
  • 29. Best Practice 4: Reposition Timeline Photos
  • 30. Best Practice 5: Highlight Horizontal Photos
  • 31. Best Practice 5: Highlight Horizontal Photos
  • 32. Best Practice 5: Highlight Horizontal Photos
  • 33. Best Practice 6: Post to Timeline Before Album
  • 34. Best Practice 6: Post to Timeline Before Album
  • 35. Best Practice 6: Post to Timeline Before Album No post engagement.
  • 36. Best Practice 6: Post to Timeline Before Album No post engagement.
  • 37. Best Practice 6: Post to Timeline Before Album No post engagement. High post engagement.
  • 38. Best Practice 7: Link Titles < 100 Characters
  • 39. Best Practice 7: Link Titles < 100 Characters Main title cutoff.
  • 40. Best Practice 7: Link Titles < 100 Characters Main title cut off. Main title under 100 characters.
  • 41. Best Practice 8: Keep Post Copy Succinct
  • 42. Best Practice 8: Keep Post Copy Succinct Shorter posts receive greater response score.
  • 43. LINKEDIN
  • 44. Status Link Photo Video Link Posting Options on LinkedIn
  • 45. Three million companies have LinkedIn Company Pages. Source: LinkedIn
  • 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. So how do you ensure your content is among the trusted sources?
  • 48. Best Practice 9: Include Shortened Link in Copy Posting directly to LinkedIn STRIPS your UTM tracking code.
  • 49. Better Yet, Use a Third Party App (Like HubSpot)
  • 50. Better Yet, Use a Third Party App (Like HubSpot) HubSpot automatically tracks all your social media posts.
  • 51. Best Practice 10: Rally Around One Post
  • 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. 277%more effective for lead gen than Facebook and Twitter. Source: HubSpot LinkedIn is
  • 54. Best Practice 11: Share More Marketing Offers
  • 55. 53%of LinkedIn users join 10 or more groups. Source: Power Formula
  • 56. Best Practice 12: Engage in Groups Source: Power Formula Infographic
  • 57. Best Practice 13: Use LinkedIn Announcements
  • 58. Best Practice 13: Use LinkedIn Announcements Yellow bars indicate leads generated on day of LinkedIn announcement
  • 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. TWITTER
  • 61. Status Link Photo Video Posting Options on Twitter
  • 62. 3y, 2m, 1d is the time it took from the first tweet to the billionth tweet. Source: Twitter
  • 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. So how do you ensure your content is seen among all that noise?
  • 65. Best Practice 14: Keep Tweets Short 1 Source: Dan Zarrella
  • 66. Best Practice 14: Keep Tweets Short 1 2 Source: Dan Zarrella
  • 67. Best Practice 14: Keep Tweets Short 1 2 This RT required the removal of my keyword #INBOUND13 Source: Dan Zarrella
  • 68. Best Practice 15: Include Twitter Handles
  • 69. Best Practice 15: Include Twitter Handles Including a user or brand’s handle will increase the chances that they will RT you.
  • 70. Best Practice 16: Know Reply VS Mentions
  • 71. Best Practice 16: Know Reply VS Mentions
  • 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. 21%higher engagement than those with three or more hashtags. Source: Salesforce Tweets with one or two hashtags receive
  • 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. 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. Best Practice 19: Incorporate Visual Content Source: Simply Measured
  • 77. Best Practice 20: Direct Upload Photos to Twitter
  • 78. Best Practice 20: Direct Upload Photos to Twitter
  • 79. Best Practice 20: Direct Upload Photos to Twitter Instagram photos don’t appear on Twitter.
  • 80. Best Practice 20: Direct Upload Photos to Twitter * SMALL SAMPLE SIZE Even the data supports it! Source: Simply Measured
  • 81. Best Practice 21: Place Links in Middle of Tweet Source: Dan Zarrella
  • 82. Best Practice 21: Place Links in Middle of Tweet For example ... Source: Dan Zarrella
  • 83. Best Practice 22: Include Links in Profile Bio
  • 84. Best Practice 23: Use Shortened Links
  • 85. Best Practice 23: Use Shortened Links Links can be around 20 characters before they get cropped with an ellipses.
  • 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. 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. 3 IMPROVE YOUR COMMUNICATION
  • 89. Communication improved with portable radios.
  • 90. Walkie Talkie development during the second world war finally allowed for one-to- one communication.
  • 91. #inbound13 DON’T JUST BROADCAST YOUR SOCIAL MESSAGE, ENGAGE IN CONVERSATION.
  • 92. This is not social media monitoring.
  • 93. Social media monitoring is about building relationships, not about sitting back and watching the news feed.
  • 94. #inbound13 SCALE CONVERSATIONS WITH A MONITORING ROUTINE.
  • 95. Set Up Google Alerts
  • 96. Set Up Google Alerts Google Alerts can notify you when a social media discussion needs your attention.
  • 97. Monitor in 45 Minutes a Day
  • 98. " 10 minutes: Scan Facebook wall for comments Monitor in 45 Minutes a Day
  • 99. " 10 minutes: Scan Facebook wall for comments " 1 minute: Check Facebook messages Monitor in 45 Minutes a Day
  • 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. " 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. " 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. " 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. " 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. " 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. #inbound13 ... NOW WHAT DO YOU DO WITH ALL THIS INFORMATION?
  • 107. Don’t throw it all away.
  • 108. #inbound13 Put these social media best practices to use. Click here to download our free social media scheduling template: http://bit.ly/SMScheduleTemplate