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How to Increase Your Social Media Presence

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Guidelines for Increasing Your Social Media Presence

Guidelines for Increasing Your Social Media Presence

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  • 1. © 2011 SAP AG. All rights reserved. 1How to IncreaseYour Social Media PresenceNatascha ThomsonMarch 2012
  • 2. © 2011 SAP AG. All rights reserved. 2AgendaIntroduction: Know Why1. What Makes a Good Tweet?2. Starting a Blog Platforms Widgets/Integrations Content3. Publicizing a Blog• Cross-social media promotion• Specific sites
  • 3. © 2011 SAP AG. All rights reserved. 3Why are you on social media?
  • 4. © 2011 SAP AG. All rights reserved. 4What 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 (evenask for RTs) It’s not a science and the rule of thumb is: use common sense!
  • 5. © 2011 SAP AG. All rights reserved. 5What 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
  • 6. © 2011 SAP AG. All rights reserved. 6Crowd-sourced: “What makes a good Tweet?”1. “Make it catchy and engage the audience by asking questions2. Simple language, easy to read3. Use hashtags in context, don’t just add them at the end4. Don’t use marketing but conversational language5. Think first what is relevant for you audience before (re) tweeting6. Add your own comment to a RT (modify the original tweet), as itadds more value than simple re-tweeting.”~ Dorothea Sieber, Social Media Manager for HANA, SAP1) “Retweetable without modifying the tweets. So there should be atleast 10 chars available for the RT@twitterhandle2) Using the industry/known hashtags. Don’t create your own variationof hashtag. Do some research on the existing hashtag that peopleuse and include that in your tweet to increase visibility.3) Add twitter handles of others when u refer to them. Don’t justsimply state the name. Research if they have a twitter handle.4) Good tweets might fail to pick up traction if tweeted at the wrongtime. Scheduled them at the right time when your followers aremost active on Twitter”~ Palm Norchoovech, Social Media Manager for SCN, SAP@D_Sieber@PalmNorch
  • 7. © 2011 SAP AG. All rights reserved. 7Crowd-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 tweetis 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 showup looking like a “?” etc.~ Margot Heiligman, Solution Management Director, SAP1) “Find the powerful balance between art and science. Work in apithy grabber. Mashable and Guy Kawasaki both have greatexamples of pithy grabber tweets.2) For example, from this morning on @mashable: Delta Wants Youto Shop Amazon While Flying - http://on.mash.to/wYFZHr3) They don’t necessarily leverage hashtags to their full potential, butthe content piques your interest and gets you to click-through formore.”~ Caroline Kohout, Social Media Marketing Strategist, SAP@mheiligman
  • 8. © 2011 SAP AG. All rights reserved. 8“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 #SAPcustomer is planning at #SAPForum - spr.ly/6015RCrF The Importance of Delivering Consistent Customer Experienceshttp://t.co/CUlXnjSB @1to1media #sapcrm Delta Wants You to Shop Amazon While Flying - http://on.mash.to/wYFZHr
  • 9. © 2011 SAP AG. All rights reserved. 9How to Start a Blog
  • 10. © 2011 SAP AG. All rights reserved. 10Blog 101: OptionsSAP BlogsSAP Community Networkblogs.sap.comnews-sap.comForbes.comSAP.infoBlog 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 bloggingRelated: Blogger vs. Wordpress for SEO; Wordpress.com vs. WP.org
  • 11. © 2011 SAP AG. All rights reserved. 11Getting 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
  • 12. © 2011 SAP AG. All rights reserved. 12Steps 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!
  • 13. © 2011 SAP AG. All rights reserved. 13Title & Sub-titleEmail SubscribePictureTweet StreamCommentsSide Bar Widgets
  • 14. © 2011 SAP AG. All rights reserved. 14Detailed Screens on Blog Set up
  • 15. © 2011 SAP AG. All rights reserved. 15Settings – “General”
  • 16. © 2011 SAP AG. All rights reserved. 16Appearance – “Widgets” (Sidebar add-ons)
  • 17. © 2011 SAP AG. All rights reserved. 17Wordpress.com: Social Sharing Buttons
  • 18. © 2011 SAP AG. All rights reserved. 18Wordpress.org (self-hosted): Social Sharing
  • 19. © 2011 SAP AG. All rights reserved. 19Blog Optimization
  • 20. © 2011 SAP AG. All rights reserved. 20Optimized PageRelated: https://adwords.google.comFor the keyword phrase:“Chocolate Donuts”
  • 21. © 2011 SAP AG. All rights reserved. 21Blog Blueprint
  • 22. © 2011 SAP AG. All rights reserved. 22Good Content is the Best Recipe
  • 23. © 2011 SAP AG. All rights reserved. 23Blog 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.comRelated: The perfectly optimized page
  • 24. © 2011 SAP AG. All rights reserved. 24SlideshareThe 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
  • 25. © 2011 SAP AG. All rights reserved. 25Example:First levelSecond level Third level
  • 26. © 2011 SAP AG. All rights reserved. 26Publicizing a Blog
  • 27. © 2011 SAP AG. All rights reserved. 27Twitter has 500 million+ registered accounts.Facebook has over 850 million active users.Google+ has 100 million.LinkedIn has over 130 million.
  • 28. © 2011 SAP AG. All rights reserved. 28Blog 102: PromotionTo 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
  • 29. © 2011 SAP AG. All rights reserved. 29This Shareaholic’s report used findings from more than 200,000 publishers& 260 million monthly unique visitors.
  • 30. © 2011 SAP AG. All rights reserved. 30Stumbleupon•“We help you easily discover new andinteresting stuff on the Web. Tell us what youlike, and we’ll introduce you to amazing webpages, videos, photos and more that youwouldn’t have found on your own.•As you Stumble through great web pages, tellus whether you Like or Dislike ourrecommendations so we can show you moreof what’s best for you. We’ll show you webpages based on that feedback as well as whatsimilar Stumblers and the people you followhave Liked or Disliked”.•Related: How to increase StumbleUpon TrafficHow does it work?• Set up your profile (list your blog)• Drag the SU button to your browser so you canget content suggestions (see IE mentioned inthe sub-text; it’s an actual install)• Use the “up & down thumb” buttons to vote onweb sites (like on TiVo)• To begin receiving traffic to your blog fromStumbleUpon you must have at least one ofyour webpages submitted. In StumbleUpon,browse to your website, and select the “thumbsup” button to add the current page toStumbleUpon.• Next, you will be asked to add some more tags& detail. Then submit. Done.• Like most social sites, engagement helps youget more traffic; so start voting.• You need to add value to get value back
  • 31. © 2011 SAP AG. All rights reserved. 31Adding a site to StumbleUpon/Voting
  • 32. © 2011 SAP AG. All rights reserved. 32Be Consistent Across Social Media Channels
  • 33. © 2011 SAP AG. All rights reserved. 33http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
  • 34. © 2011 SAP AG. All rights reserved. 34ConfidentialWhat Now?3 Steps You can Take in 30 Minutes
  • 35. © 2011 SAP AG. All rights reserved. 35SAP Key Social Media Resources• Social Media Training Resource Center• Social Media Group on Jive• SAP Social Media Guidelines & Social Media Channels
  • 36. © 2011 SAP AG. All rights reserved. 36ConfidentialMonitorHere is a short list of tools to get you started (use Google to findmore): Google your own name or set up Google Alerts Search for your name on Socialmention.com (in addition to alist of search results, you get stats on sentiment, top keywords,top users and hashtags) Put your Twitter handle into TweetReach.com and get metricson your reach/impressions, retweets, mentions, top followers etc. Klout.com provides your influencer score. Take this with a grainof salt as it’s not a perfect science. It covers Twitter, FB andLinkedIn. Twitalyzer is a similar tool for Twitter only. Mr. Unfollowr tells you who has recently unfollowed you onTwitter (PS: There is also Mr. Tweet, to find out who you shouldbe following).
  • 37. @nathomson YouTubelinkedin.com/in/nataschathomson quora.com/Natascha-ThomsonMarketingXLerator.com Blog SAPMentorsSCN Blog mxlerator@gmail.comslideshare.net/NataschaThomson VimeoGoogle+ Flickr