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Social Media for the Workplace            Day 2            BREANNA WESTON   DIGITAL NATIVES: TECHNOLOGY COACH   BREANNA@DI...
Social Media Optimization       BEST PRACTICES
Planning Have goals and objectives Use metrics Commit time and resources Know your audience
Content is King Fresh, unique, authentic – how? How much content? Don’t spam Content calendar Follow etiquette rules ...
Content Ideas   Exclusive discounts & promotions   Product tutorials & demonstrations   Customer and employee interview...
Participation and Feedback Allow comments Listen It is about the conversation not sales Acknowledge and respond to fee...
Why do people “like” businesses? http://socialmediachimps.com/wp-  content/uploads/2012/03/why-people-follow-  brands-soc...
Negative Feedback Ignore It Respond to It Bury It
Written Rules of Social Media Marketing Copyright, Fair Use and Creative Commons Trademarks Libel Laws Governing Revie...
Unwritten Rules Don’t overpromote Don’t spam Ply nice Acknowledge Other People Be personable Be honest
Social Media Analytics
Why? Have you achieved your SMART objectives? End of the year reports? What works? How can we use this for the future?
Social Media Analytics Level 1: Reach Level 2: Engagement Level 3: Advocacy Level 4: ROIhttp://www.openforum.com/artic...
Analytics Provided by Tools Facebook Insights/search public posts Youtube Video Manager Twitter Search
Free Third Party Tools Google Alerts Simply Measured SEOmoz Google Analytics Addictomatic Klout
Account Management Tools HootSuite TweetDeck
Return On Investment (ROI)A performance measure used to evaluate the efficiency of an investment or tocompare the efficien...
ROI Example Facebook marketing campaign to sell your books.  You post a coupon for $1 off of your $11 book. Your  employe...
Qualitative Tone Themes Twittermood
Search Engine Optimization
SEO Search engine optimization (SEO) is the  process of improving the visibility of a website or a  web page in a search ...
Google’s Search Engine            Optimization Starter Guide Create unique and accurate page titles Make use of the desc...
SEO Search Engine Reputation Management Keyword Research   AdWords Create Content Using Keywords SEO Penalizations ...
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Social Media for the Workplace Day 2

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Transcript of "Social Media for the Workplace Day 2"

  1. 1. Social Media for the Workplace Day 2 BREANNA WESTON DIGITAL NATIVES: TECHNOLOGY COACH BREANNA@DITIALNATIVESCOACH.COM 503.567.8402
  2. 2. Social Media Optimization BEST PRACTICES
  3. 3. Planning Have goals and objectives Use metrics Commit time and resources Know your audience
  4. 4. Content is King Fresh, unique, authentic – how? How much content? Don’t spam Content calendar Follow etiquette rules for the tool Shareable and linkability
  5. 5. Content Ideas Exclusive discounts & promotions Product tutorials & demonstrations Customer and employee interviews Behind-the-scenes look Industry news Responses to customer questions Questions & polls for market research Reviews Lists Discussion of industry event, news, trend, etc. Personal insight or opinion Thank yous Guest blog posts
  6. 6. Participation and Feedback Allow comments Listen It is about the conversation not sales Acknowledge and respond to feedback, especially negative feedback. Apologize even if it is not your fault.
  7. 7. Why do people “like” businesses? http://socialmediachimps.com/wp- content/uploads/2012/03/why-people-follow- brands-social-media-infographic.jpg http://www.dr4ward.com/.a/6a00e54fd9f0598833 0163036219b1970d-pi
  8. 8. Negative Feedback Ignore It Respond to It Bury It
  9. 9. Written Rules of Social Media Marketing Copyright, Fair Use and Creative Commons Trademarks Libel Laws Governing Reviews and Endorsements Site Policies Guidelines for Employees’ Social Media Participation  IBM  American Red Cross
  10. 10. Unwritten Rules Don’t overpromote Don’t spam Ply nice Acknowledge Other People Be personable Be honest
  11. 11. Social Media Analytics
  12. 12. Why? Have you achieved your SMART objectives? End of the year reports? What works? How can we use this for the future?
  13. 13. Social Media Analytics Level 1: Reach Level 2: Engagement Level 3: Advocacy Level 4: ROIhttp://www.openforum.com/articles/does-your-business-understand-social-media-analytics 90/9/1 Rulehttp://en.wikipedia.org/wiki/1%25_rule_%28Internet_culture%29
  14. 14. Analytics Provided by Tools Facebook Insights/search public posts Youtube Video Manager Twitter Search
  15. 15. Free Third Party Tools Google Alerts Simply Measured SEOmoz Google Analytics Addictomatic Klout
  16. 16. Account Management Tools HootSuite TweetDeck
  17. 17. Return On Investment (ROI)A performance measure used to evaluate the efficiency of an investment or tocompare the efficiency of a number of different investments. To calculate ROI,the benefit (return) of an investment is divided by the cost of the investment;the result is expressed as a percentage or a ratio.The return on investment formula:(Gain from Investment – Cost of Investment)/(Cost of Investment)In the above formula "gains from investment", refers to the proceeds obtainedfrom selling the investment of interest. Return on investment is a verypopular metric because of its versatility and simplicity. That is, ifan investment does not have a positive ROI, or if there are other opportunitieswith a higher ROI, then the investment should be not be undertaken.http://www.investopedia.com/terms/r/returnoninvestment.asp/#axzz20HsjN7nC
  18. 18. ROI Example Facebook marketing campaign to sell your books. You post a coupon for $1 off of your $11 book. Your employee spends 10 hours on this campaign for a total cost $200. You sell 50 books for a total of $500. (500-200)/200= 1.5 = 150%
  19. 19. Qualitative Tone Themes Twittermood
  20. 20. Search Engine Optimization
  21. 21. SEO Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engines "natural," or un-paid ("organic" or "algorithmic"), search results. For blogs and websites
  22. 22. Google’s Search Engine Optimization Starter Guide Create unique and accurate page titles Make use of the description “meta” tag Improve the structure of your URLs Make your site easier to navigate Offer quality content and services Write better anchor text Notify Google of mobile sites Promote your website in the right ways Make use of free webmaster tools
  23. 23. SEO Search Engine Reputation Management Keyword Research  AdWords Create Content Using Keywords SEO Penalizations Build Relationships
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