Hands-on Social Media 5: Social NetworkingPresentation Transcript
hands on social social networks aug 31/sep 1, 2009
Social network: online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact Social networking services/sites (SNS): The main types of social networking services are those which contain category divisions (such as former school-year or classmates), means to connect with friends (usually with self-description pages) and a recommendation system linked to trust. Popular methods now combine many of these Definitions
The “Right” Way Transparency: be authentic Democratic: let the community decide Celebrity: your customers are the stars, not you Prosperity: this is a commitment
Repeat your sales offer again and again and again…
Act like a bullhorn
Mission : Give people the power to share and make the world more open and connected.
70 million active US users (log in at least once a month)
Over 50% visit daily
Spend almost 5 hours per month
Facebook 157% Growth y/y Data Source: comScore Worldwide Media Metrix - pure social networking sites - blogging sites removed World Wide: #1 social site 106% Growth y/y And in US
Facebook is for People
Creating Your Profile
Fill in basic information
Use a good picture
Write about your interests and tell people about yourself. Link to your other social profiles, your Web site, etc.
Add in education and work information to help people find you
Contact information – using a hometown, current town helps people find you. But be selective about getting more detailed than that for security purposes.
Connect and Share
Find friends, family and coworkers and send them a friend request
Updates about what you’re doing
Interesting things you found
Comment on their updates, photos, etc
Leave messages on their wall
Tag them in pictures
Use applications to manage and try out games
Rights and Privacy
Click “Settings” in top right, select “Privacy Settings”
Set your privacy settings for your profile information, search listings, activities and applications.
Make certain pieces of information or activities visible to everyone, friends of friends, only friends or customize it and exclude/include particular people
You can create friend lists and manage your settings that way.
Example: create “Work Contacts,” “Friends,” “Industry Contacts,” and “Family.” Then you can set it so only Friends and Family can see pictures.
Facebook is for Brands to Connect to People
Profiles vs. Pages
Is understood to be the brand or company
Can interact with people the same as a person
Has additional information especially for companies
Is understood to be an actual person
Some apps are only available for profiles, most work on either
Groups vs. Pages
Cannot interact with all the elements of Facebook the way a profile can
Facilitates communication between people with similar interests
Tends to be consumer generated
Can interact with all Facebook elements similar to a personal profile
Facilitates communication between brand and fans
Understood to be corporate owned
Facebook encourages pages for brands
Creating a Page
If you already have an account
Click “advertise” in the bottom footer.
Select “create a page”
You can add additional administrators from the “edit page” screen later.
If you do not have an account
On Facebook.com click “Create a page for a Celebrity, Band or business.”
It will have you create an account – you can make a corporate login to share with others.
Do not ever click “Create Your Profile” at the top. This way you will only have the page under this login.
Creating a Page
Make sure to select the type of business you have and be as exact as possible. The template you get for your information will be based on this!
Fill out the information in the template provided.
Use a logo that fits within the space well
Create permissions for fans using settings:
What they can post
Who can access the page
ADVANCED- Static FBML: Facebook’s version of HTML, lets you customize boxes, wall and tabs.
Facebook Page Layout
Add a blog as a tab or box into your page
Like YouTube for slides, great for B2B
Run ads, contests, weekly promotions
Ask your users questions and get the results. Use for engagement and for research
YouTube / Flickr
Synch your YouTube or Flickr accounts
Add all tweets as status updates
Add some tweets as status updates
Browse all apps
Creating a Message (content for your page)
Write in the Publisher – the “what’s on your mind” box.
Write notes / import your blog.
Anything that is shared through the publisher will show up in your fans’ homepage feed – free impressions.
You can also click “update fans” to send a specific message to a special area of their inbox. Use sparingly to avoid “spamming” fans.
Creating a Message (what to say)
Ideas for types of things to share
Ask their opinion
Share content – funny, interesting, exclusive
Inside Look – behind the scenes
Promoting Your Page
Get a badge or buttons to link to page from your website
“ Fan Box” –a window to Facebook from your own site
Create great content that fans will see on their homepage and share with their friends
Can create custom URL to promote in print/traditional
Be sure to follow Facebook guidelines in how you reference the site
Suggest the page to your own friends
Select people and send them a message suggesting they become a fan of your page
Promoting Your Page
Engagement Ads vs. Standard Ads
Pricing: CPM, CPC
College / Education / Workplace
Interest based (from profile and status update keywords)
Associations (if they use your app, are in your group or a fan of your page)
Engagement Ads: users can engage with ads in the same way they interact with other content on Facebook, without leaving their home page. When a user takes an action within an Engagement ad, it sparks organic sharing through the home page to the user’s friends, giving advertisers viral impressions
Insights and Interactions
Use insights to track interactions, types of interactions
What content was most popular.
Continue the conversation: respond to comments and questions
Facebook Pages to follow:
LinkedIn has over 45 million members in over 200 countries and territories around the world.
A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.
Executives from all Fortune 500 companies are LinkedIn members.
Property Avg Age % College Grad Average HHI % Read Business Magazines Last Month LinkedIn 41 81% $107,965 29% Forbes.com 48 64% $93,730 48% WSJ.com 49 71% $101,574 43% BusinessWeek.com 47 68% $95,781 53%
LinkedIn Several Times/Day for Work Purposes Several Times/Day for Personal Use LinkedIn 84% 44% Facebook 28% 59% MySpace 9% 31% YouTube 53% 69% Twitter 22% 22%
Make connections with people
Create various opportunities
Use applications to import information into your profile
Create and publish attendance at events
Create your business listing
Create groups for people to interact
Use event application to invite people to any events you have
Use apps like Company Buzz
Creating an account
Go to https://www.linkedin.com/
Enter first name, last name, email and password
Fill in geographical information and where you currently work.
If your company appears in the drop down list as you type it’s name, select it.
Note that once you confirm your email your account is 25% complete, the goal is to fill in all the information for a 100% complete profile
Completing your Profile
Profile is like your online resume:
Current and Past Experience:
Be detailed and complete, similar to resume
Use the “other” option to make these links keyword rich
Make sure it’s recognizable
Free vs. Paid Account
5 Requests for Introductions
Expanded LinkedIn Network
Reach over 40 million users
(click image to view in browser)
Additional Paid Options
Many of the activities you do on LinkedIn can be extended via a premium paid option
Event alerts can be sent to specific professionals
Polls can be sent to a group of professionals
Company profiles can be extended and customized
Small text ad
Includes small link to your profile
Pricing: CPC, CPM
Age, sex, location
Age, sex, location
LinkedIn Partner Mess aging
A message sent to the inbox of a targeted set of LinkedIn users
Target by industry, job function, company size or geography
Targeted users see a headline/teaser message on their homepage
Your message remains in user’s Inbox section until action is taken (user clicks or clears)
Only one Partner Message is sent to each user per 60 days
Edit your Business Page
Quick Summary of Your Company:
Make sure to optimize description and specialties for search (use popular keywords to describe what you do)
Make sure to check mark the option to include news information if you get positive press
Financials (if you want)
Company blog: highly recommend adding this if you have it
Premium company profiles – if you do a LOT of recruiting, paid option
Getting Introduced & Finding Connections
Connections: People You Know
Introductions: People You Want to Meet
People you don’t know and haven’t met but you know someone who knows them
Write a message to them with reason why you want to “link in”
Write additional message to your contact that knows them explaining why you want them to introduce you. If they agree the message will be forwarded from them to the connection you’re trying to make
Find people you know based on:
Email address books
Schools you attended
Companies you worked for
When asking to “link in” to someone, identify how you know them (be specific!) and include a personal message
If you don’t know them they might reject your request. If this happens you will find it harder to request links in the future
Two schools of thought
Link with people you would accept a phone call from or would call back right away.
Link with people you’d meet at a networking event and take a business card from.
Recommendation: subscribe to the latter. This is not your personal life, it’s your business life. The more connected you are, the better. The easier it is to easily connect to the next ‘degree of separation’.
Becoming an Authority Through LinkedIn Answers
Use the answers section to:
Get answers to your questions
Find people who are experts in certain fields
Answer other people’s questions to build authority in topics in which you have expertise
Show off what you know & build authority just by answering questions; but expect nothing in return
Be careful not to come off as spam though. Your answers can be flagged
Special advertising opportunity: can take 100% share of voice on an answers page.
Becoming an Authority Through Recommendations
Recommendations are like references:
Ask for recommendations from people
For specific positions
Send custom message
Send recommendations to others
Spread the love
Creating, Joining and Participating in Groups
Join groups in your industry to participate in discussions
Create groups around your business or relevant topics
Add news items to groups
Join groups that are relevant to your target audience’s business, then become active in discussion forums in a non-sales way.
For instance, if you own a restaurant, look for groups of businesspeople clustered around your location(s). If you own a hotel, look for groups of meeting planners.
Events and Other Applications
Similar to Facebook, you can use applications to increase functionality on LinkedIn.
Events: Create events and invite your network.
Wordpress: Bring in your blog posts and publish on your profile
BlogLink: See blog posts from your network
SlideShare/Google Presentation: post your slides on LinkedIn
Huddle/Box: Productivity and document sharing spaces
CompanyBuzz: See what people say about your company on Twitter
Polls: Ask your network a question. Can also pay to ask a specific professional set.
Travel: See where your network is traveling to
Amazon.com: See what your network is reading
Applications for LinkedIN
Find people you’re meeting with or interviewing
More interactive picture than a traditional resume
See who else knows them (see if they have recommendations)
Find companies you’re interested in
See who works there (Are you connected? Can you ask someone for an intro?)
See what activity they have and a description of their business, be better prepared for whatever engagement you’re planning
You can use LinkedIn for free recruiting as well as the paid options.
Advanced People Search a competitor in the upper right corner. Can break it down to current or former employees. Can segment to specific department as well.
Match up what a prospect tells you with what is included in his/her LinkedIn profile.
Better yet, in the People Search tool, use the advanced search option and enter the name of companies s/he worked for. You can specify a specific expertise (on right) if company is large. Look for overlapping employees and connect to ask them what s/he thought of your prospect.
Use LinkedIn to help you hone a list of prospects for your business.
Look at “companies in your network” feature to help you see all the companies to whom you are personally connected.
Go to “jobs” section, then look on the right side.
Partnering & Backgrounding
You can check companies that you might be working with or about to partner with on a project really well for free on LinkedIn.
Do an Advanced People Search, highlight Former Employees, highlight specific area and get a name. Call or e-mail – they are often receptive.