The FIVE Biggest Social Media Mistakes

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From the type of content you share to the frequency of your posts, they'll do a deep dive into the things most businesses do wrong when it comes to their social media effort, and give you suggestions …

From the type of content you share to the frequency of your posts, they'll do a deep dive into the things most businesses do wrong when it comes to their social media effort, and give you suggestions to avoid making those mistakes. Plus they'll look at companies doing it the right way and identify the tips and tricks you can use so that your company’s social media presence becomes a shining example of what to do.

For questions or details email lvickrey@clearedgemarketing.com or call 312.731.3149.

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  • 1. The FIVE Biggest Social Media Mistakes And How to Avoid Them Presented by: Leslie Vickrey, CEO and Founder Michelle Krier, VP Marketing and Digital Serviceswww.clearedgemarketing.com
  • 2. Q&A on Twitter • We want to hear from you... • Send us your questions or comments via Twitter, and we‘ll address them during this session as time permits, or afterwards  Include the following hashtag #SmallBizWeek  Your tweet will show up in our conversation, and be open for the public to view—we look forward to replying to your messages from there  Also, follow us at: - @CrainsChicago - @lvickrey - @michellekrier - @clearedgemktg - @ITABuzz@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 2
  • 3. ITA Affinity Partner • ClearEdge helps ITA members stand out from the crowd and win new opportunities. Through the following services, we help ITA members improve lead generation, expand brand reach, build name recognition and enhance relationships:  Branding & Messaging  Digital/Interactive/Social Media  Public Relations  Campaigns  Sales Collateral  Event Support@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 3
  • 4. Agenda • Five Biggest Mistakes • Honorable Mentions • Case Studies in Social Media  TrunkClub  EmPowerHR • Discussion Thank you to our case study participants! • Final Questions Trunk Club: Joe Jarvis @TrunkClub EmPowerHR: Pat Cerone @EmPowerHRpro@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 4
  • 5. 5 Biggest Mistakes 1. Not knowing your social targets 2. Implementing a scattered strategy 3. Sharing without listening 4. Putting the wrong person in charge 5. Making poor content choices@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 5
  • 6. Mistake #1Not Knowing YourSocial TARGETS ? 6
  • 7. Who‟s Your Target? • Have You Defined Your Social Media Audience by Site?  Customers/clients – Where are they active online?  Key media – Where are they active online?  Job seekers – Where are they active online?  Employees – Where are they active online? • Conduct Market Research: What You Need to Know  Are your key audiences on social media?  Where are they?  How do they interact with brands in the social media space?  What kind of content do they respond to?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 7
  • 8. Follow the POST Methodology People. What kind of clients and prospects do you have? Where do they spend time online? Objectives. What are your goals for using social media? Gain insights? Activate raving fans? Brand awareness? Strategy. How do you want to change your relationship with your community over time? What do you hope to get out of these relationships? Technologies. What applications should you use to reach your audience? Source: Forrester Research@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 8
  • 9. Social MediaDemographics: Age Source: Pingdom.com Blog@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 9
  • 10. Social MediaDemographics: Gender Source: Pingdom.com Blog@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 10
  • 11. ITA Survey Results Q: Which social sites does your business use most? 1 2 3@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 11
  • 12. Targeting Questions Do you know your targets‘ social media habits?Are you able to analyze the social media activity of your targets? 12
  • 13. Mistake #2Implementing aScattered STRATEGY 13
  • 14. Why You Need Social Media Strategy • Need to be able to measure progress, success and ROI  With no plan, there is nothing to measure • Need to allocate RESOURCES  Who can contribute? • Need to know who‘s RESPONSIBLE  Leadership and accountability are vital to any marketing or technology project • Need to establish SOCIAL MEDIA OBJECTIVES for all business groups  Marketing – branding  Sales – leads  HR – candidates  R&D – product/service insight@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 14
  • 15. What Your Strategy Must Define WHY the business is engaging social media? WHAT the business wants social media to accomplish? HOW each of those goals will be achieved.@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 15
  • 16. Conduct Research: Lead Generation Example • Facebook is the most important social media lead generation tool for B2C MARKETERS  77% acquired a customer through Facebook  60% acquired a customer through company blogs • LinkedIn is the most important social media lead generation tool for B2B MARKETERS  65% acquired a customer through the professional network  60% acquired a customer through company blogs  43%Facebook  40% Twitter — Data Source: Hubspot, February 2012 16
  • 17. ITA Survey Results Q: What is the main reason your business uses social media?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 17
  • 18. ITA Survey Results Q: What‘s next on your social media agenda?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 18
  • 19. ITA Survey Results Q: Does your company have a social media policy?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 19
  • 20. Social Media Strategy Questions Does your company have a social media strategy?Does your company have a social media policy? What are the biggest challenges in developing social media strategies and policies? 20
  • 21. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah… Blah…blah..blah… Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah….Mistake #3 Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah….Sharing without LISTENING Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. 21 Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah…. Blah…blah..blah….
  • 22. Sharing without Listening • Too much focus here • Not enough focus here@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 22
  • 23. Sharing without Listening • Social media is about connecting…  With clients/customers  With prospects “63% of B2B marketers are either vaguely aware or not  With media aware what is being said about their companies online”  With partners Source: Penton Marketing Services„ 2011 B-to-B Marketing Needs Survey  With employees • If you‘re not listening, you are losing…  Fans  Opportunities to improve and get ahead of the competition - Suggestions from customers, insights into product/service trends  Business leads@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 23
  • 24. What to Remember The four key benefits of social media for users: 1 2 Community Communication 3 4 Collaboration Collective Intelligence Source: Steve Nicholls, ―Rethink ‗Social‘ for Your Supply Chain," Supply & Demand Chain Executive@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 24
  • 25. Critical Listening Tips • Check regularly for comments and tweets Is anyone I have a listening? great idea… • Respond! • Follow the conversations…wherever they go  Competitor sites  Blogs  Industry groups and publications Very cool…. I don‟t like…. “51% of best-in-class companies use website social sharing tools, compared to 36% of average firms while 49% use keyword- based social media monitoring, compared with 39% of their more average peers. “ —Aberdeen Group 2012 Study: "B2B Social Meeting Marketing: Are We There Yet”@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 25
  • 26. Listening Tools@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 26
  • 27. Social Listening Questions Does your business struggle to listen via social media?Have you gained business insights from customers/clients on social media? What keeps you from listening? 27
  • 28. Mistake #4Putting the WRONG Person in Charge 28
  • 29. Is Your Social Media Specialist Right? • Questions You Need to Ask  How well does he/she know the company and its products/services?  How seasoned is he/she on the job and in the industry?  How well connected is he/she across your organization and customer/client /partner base?  What‘s his/her social media background?  What‘s his/her digital marketing background?  Has he/she been trained?  What qualifies him/her for the role? Remember: Social media is user friendly but not easy!@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 29
  • 30. What Knowledge Should a Social Media Champion Have?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 30
  • 31. What Traits Should a Social Media Champion Have? • Love spending time online  Extremely comfortable with social media as a private user and a business user • Excellent communication skills  Writer  Editor • Good at making connections  Able to communicate and engage people of different backgrounds  Able to engage audiences and identify what is important to them@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 31
  • 32. Social Media Manager Questions Do you have a social media manager?Do you think you have the right person on the job? What skills or traits are hardest to find in a social media manager? 32
  • 33. ITA Survey Results Q: What has been your biggest social media win?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 33
  • 34. ITA Survey Results Q: What are your biggest social media challenges?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 34
  • 35. Mistake #5Making Poor ContentChoices
  • 36. ITA Survey Results Q: What type of content does your company post on social media?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 36
  • 37. ITA Survey Results Q: How often do you update your MOST utilized social site?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 37
  • 38. ITA Survey Results Q: How often do you update your SECOND MOST utilized social site?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 38
  • 39. Common Content Issues • NOT ENOUGH content  Content is not fresh enough to keep people coming back - “92% of blog users who posted multiple times a day acquired a customer through their blog. That figure falls to 66% for those who blogged monthly and 43% for those who posted less than monthly.” (Source: Hubspot: Online Marketing Opportunity Report) • Not USEFUL OR INTERESTING to visitors  Content that is only about the business and its happenings will bore visitors  Content must speak to their interests  Content must inform or entertain@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 39
  • 40. Common Content Issues • Lack of ORIGINALITY  Too much taken from other sources without providing original content  Linking away sends visitors…away • CARELESSNESS  Private message goes public  Insensitive or offensive content distributed@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 40
  • 41. Unfortunate Examples Chrysler Qantas ―I find it ironic that Detroit is known as the Company launches a ―win a Dream Luxury flight‖ #motorcity and yet no one here knows how to Twitter contest one day after strikes ground its f**king drive‖s engaging social media? fleet and thousands of customers flights have been canceled. engaging social media? Kenneth Cole “Millions are in uproar in #Cairo. Rumor is they heard our new spring collection is now available online at http://bit.ly/KCairo - KC‖ social media? Source: “Top 12 Social Media Blunders of 2011,” Inc.com 41
  • 42. Ways to Improve Content • EXPAND who is contributing and define their audiences  SMEs  Executives  PR/communication staff • POST HIGH-VALUE content consistently  Use a schedule/content calendar • VARY content  Video, blogs, graphics, photos, articles, events, links, podcasts, etc.@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 42 •
  • 43. Ways to Improve Content • Have a GATEKEEPER  Nothing should go out unvetted • TRACK responses  Leverage data to understand what content gets good response • Focus on SEO  Use SEO best practices to improve how prospects find you online@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 43
  • 44. Social Media Content Questions Who produces the majority of your social media content?What kind of content do your visitors respond to best? What content do you enjoy most on social media? 44
  • 45. Recap: 5 Biggest Mistakes 1. Not knowing your social targets 2. Implementing a scattered strategy 3. Sharing without listening 4. Putting the wrong person in charge 5. Making poor content choices@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 45
  • 46. Social Media Mistake Honorable Mentions They didn’t make our top five, but here are a few more mistakes to watch out for: • Being unclear or confusing your audience: Google April Fools product launch  Google made a big blunder with this when they released Gmail on April Fools Day • Telling customers or clients they are wrong: Apple  Steve Jobs rudely responded to users who found a legitimate, if small, iPhone glitch • Failing to respond with grace: Ryan Air vs. Red Cross  Ryan Air mocked a user who noticed an online hiccup  Red Cross leveraged an accidental tweet from its staff to create an innovative blood for beer blood drive • Restricting social communications – Walmart  Walmart suffered powerful social media backlash after deciding to restrict what users could say on its social media sites@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 46
  • 47. ITA Social Media Case StudyTrunk Club
  • 48. Trunk Club – Joe Jarvis @TrunkClub • Who they are: A mens clothing service where a personal stylist handpicks a trunk of high-end clothes and ships it to you for free. Discussion: Find TrunkClub on: • Social media management • Business goals for social media • Biggest challenge • Recent trends • Advice@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 48
  • 49. ITA Social Media Case StudyEmPower HR
  • 50. EmPowerHR – Pat Cerone @EmPowerHRpro • Who they are: An HR company that offers expertise and value to small and mid-sized businesses, in both the Chicagoland area and throughout the country. Discussion: Find EmPowerHR on: • Social media management • Business goals for social media • Biggest challenge • Recent trends • Advice@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 50
  • 51. It‟s Your Turn… Questions? Comments?@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 51
  • 52. Resources • Forrester‟s Social Technographic Profile: http://empowered.forrester.com/tool_consumer.html • List of Monitoring Tools: http://smallbiztrends.com/2012/09/20-free-social-media-monitoring-tools.html • Social Media tools:  Twittercounter.com  Twiangulate.com  Rapportiv.com  Commun.it  Nutshell.com  HootSuite.com  SproutSocial.com • ―Rethink „Social‟ for Your Supply Chain," Supply & Demand Chain Executive, Steve Nicholls: http://www.sdcexec.com/article/10757022/rethink-social-for-your-supply-chain • "B2B Social Meeting Marketing: Are We There Yet,‖ Aberdeen Group 2012 Study: http://www.aberdeen.com/Aberdeen- Library/7635/RA-social-media-marketing.aspx • Pingdom Report: Social Network Demographics in 2012: http://royal.pingdom.com/2012/08/21/report-social-network- demographics-in-2012/ • Hubspot: Online Marketing Opportunity Report: http://www.hubspot.com/online-marketing-opportunity-by-industry • Top 12 Social Media Blunders of 2011, Inc.com http://www.inc.com/ss/caitlin-berens/top-12-social-media-blunders-2011#1@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 52
  • 53. Connect With Us Anytime Leslie Vickrey, CEO and Michelle Krier, VP Marketing Founder and Digital Services Tel: 312.731.3149 Tel: 414.617.3103 E-mail: lvickrey@clearedgemarketing.com E-mail: mkrier@clearedgemarketing.com Twitter: @lvickrey Twitter: @michellekrier LinkedIn: www.linkedin.com/in/leslievickrey LinkedIn: www.linkedin.com/in/michellekrier www.twitter.com/clearedgemktg www.twitter.com/clearedgemktg@lvickrey @michellekrier @CrainsChicago @ITABuzz #SmallBizWeek 53