On October 23rd, 2014, we updated our
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What to avoid when setting your organization’s social policies.
Good and bad ways to use Klout and other composite metrics
…and oh so much more.
“Dante’s seventh circle of hell was reserved for errant social media marketers.” Tristan Handy Argyle Dir Operations
I’m so busy engaging! Sin #1: Reacting
Jeremiah Owyang, The Altimeter Group Two Career Paths of the Corporate Social Strategist
Tools-focused social media marketing enables bad habits. Have a purpose! Build a strategy! Make a plan! flickr.com/anavrin Repent by Crafting a Strategy
Sin #1: Reacting Sin #2: Tempting Fate 7 Deadly Social Media Marketing Sins
Your Brand Failing to plan is planning to fail. Sin #2: Tempting Fate
Jeremiah Owyang, The Altimeter Group If you experience a crisis, the odds are you won’t be prepared. Sin #2: Tempting Fate
Repent by Preparing Right-size a social media marketing policy to your business. Basic Plan
Triage plan, including paths of escalation
Ongoing training, education
Includes best practices
Addresses privacy, confidentiality, copyright
Serves multiple business purposes
Integrates org. culture into policy
Sin #1: Reacting Sin #2: Tempting Fate Sin #3: Over-curating 7 Deadly Social Media Marketing Sins
Which of the following describes a curation process? Building the Picasso Exhibit at the Reina Sofia Making sweet mix tapes for your Junior High crush Sharing interesting, relevant content on Twitter RetweetingMashable Curating is less effective than you think. Sin #3: Over-Curating
Sample breakdown Let’s take a look at aggregate Argyle client data… If you’re not asking for the sale, you’re not moving the needle. Sin #3: Over-Curating
Repent by Finding the Balance
Sin #1: Reacting Sin #2: Tempting Fate Sin #3: Over-curating Sin #4: Flying blind 7 Deadly Social Media Marketing Sins
Sin #4: Flying Blind In God we trust. All others must bring data. There is no “data” confirming that Deming actually said this. W. Edwards Deming
We’re in the I Love Lucy era of social media marketing – a golden age of unaccountability. FarhadManjoo – Fast Company Sin #4: Flying Blind
Social Media Marketing = Marketing Marketing = Driven By Outcomes If A=B & B=C, then A=C. If you’re not mapping social to existing KPIs, then you’re flying blind. Repent by Mapping Social to Business Outcomes
Sin #1: Reacting Sin #2: Tempting Fate Sin #3: Over-curating Sin #4: Flying blind Sin #5: Abusing fuzzy metrics 7 Deadly Social Media Marketing Sins
Sin #5: Abusing Fuzzy Metrics Your best time to tweet is…. You got X,XXX clicks… You influence… Your best day to tweet is…. You’re influenced by… You got X,XXX retweets… Don’t be lazy.
83% of social media marketers will believe any graph that goes up and to the right, up from 79% last month! Eric Boggs, Argyle Social Sin #5: Abusing Fuzzy Metrics
Just because you can measure something doesn’t mean it has any ties to the metrics that matter for your organization. Tom Webster, Edison Research http://brandsavant.com Repent by Starting from the Bottom
Sin #1: Reacting Sin #2: Tempting Fate Sin #3: Over-curating Sin #4: Flying blind Sin #5: Abusing fuzzy metrics Sin #6: Going solo 7 Deadly Social Media Marketing Sins
Sin #6: Going solo flickr/.com/zeeble No social media marketer should be an island.
Asking who should do social media is like asking who should have a phone on their desk. Over-used (but true!), unattributed, composite social media quote. Sin #6: Going Solo
Your team is your organization’s secret sauce. Repent by Rallying the Troops
Sin #1: Reacting Sin #2: Tempting Fate Sin #3: Over-curating Sin #4: Flying blind Sin #5: Abusing fuzzy metrics Sin #6: Going solo Sin #7: Hiding behind your brand 7 Deadly Social Media Marketing Sins
(This page was intentionally left blank) Sin #7: Hiding Behind Your Brand
Sin #7: Hiding Behind Your Brand
No matter what business you are in, people are the key. People are your employees, your customers, your prospects, your fans, and your critics. Some guy Repent by Being Real
I’ll drop the Macho Elbow on all the marketers that don’t follow DJ’s advice. Oh yeah! Bonus Sin #8: Dis’ing the Macho Man
Sin #1: Reacting Sin #2: Tempting Fate Sin #3: Over-Curating Sin #4: Flying Blind Sin #5: Abusing Fuzzy Metrics Sin #6: Going Solo Sin #7: Hiding Behind Your Brand Sin #8: Oh Yeah! Recap
The Science of Timing What you’ll learn:
The effects of timing on clicks and interactions
How B2B and B2C timings differ
How time zones alter the equation
…and so much more.
Jay Baer, Convince and Convert Eric Boggs, Argyle Social October 27, 2011 Register: ar.gy/timing Next Webinar
Send questions via webinar chat or #7sins Look for a recording via email soon Leaving now? Give us feedback at: ar.gy/7sinsfeedback DJ Waldow CEO, Waldow Social @djwaldow waldowsocial.com Eric Boggs CEO, Argyle Social @ericboggs argylesocial.com Q&A