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Expert Advice on   Maximizing Social Media                 Monday, October 22nd                 3:00 p.m. – 4:15 p.m.     ...
• 13 years in digital                  marketing                • donschindler.com                • don.schindler@nd.edu  ...
They do two things.   So do you have a social   media strategy?
Why I’m here
Social Media Strategy •   Goals •   Governance •   Education •   Execution     G.G.E.E.M. • •     Measurement     Adjustme...
Goals • What?                • How?                          – Serve as the Expert   – Promote low cost       Resource to ...
Governance• Policy• Decision Tree• Monitoring
Social Media Policy • Encourage rather than discourage. • Give them education on proper use. • Give them some place safe t...
http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/
Monitoring
Education • Get everyone   educated on using   social media for   business
Education trust.edelman.com
Education       trust.edelman.com
Execution
Hub and Spoke                http://www.slideshare.net/jeremiah_owyang/dreamforce-2012-prioritizing-for-scale-by-jeremiah-...
Measurement Oliver Blanchard’s Basics of Social Media ROI
ROI• THE CURRENCY FOR SOCIAL MEDIA IS  ACTION!• Track engagement via emails, discussions  (facebook, twitter, linkedin), c...
Measurement• What?                   • Measured By  – Promote low cost        – The engagements    housing                ...
Adjustments              http://www.flickr.com/photos/dok1/3954393160/sizes/o/in/photostream/
Alright, enough strategy– let’s talk tactics
They are looking for help.Be the Expert Resource they aresearching for and socially asking    for through technology.
Search vs. Social                                                                         Being Found                     ...
Be Found Everywhere                           Twitter               Linkedin              Google+                         ...
The Secret to Social MediaTalk about others – highlight them,encourage them, be there for them  and they will be there for...
1,000,000,000 of us.   http://steve-lovelace.com/5-things-i-hate-about-facebook/
Facebook secrets • Bias against new pages • What to add to facebook status update -   – Links are favored over updates.   ...
9/20/12 Update   http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/
No-no’s in Facebook  No coupons or promotions           No contact info No reference to “Like” or “Share”   No “calls to a...
Promoted Posts
Facebook Ads
Accidentally Clicked       http://www.marketingcharts.com/wp/wp-content/uploads/2012/10/SterneAgee-Facebook-User-Accidenta...
Facebook Studio
Linkedin
LINKEDIN MAPS CONNECTIONS
Linkedin Power •   More connections you have the better •   Your online resume and portfolio •   Your company should have ...
Linkedinsecret – openup your profile
Twitter
PROS• Power of instant conversations• Spreading the word quickly• Professional Development – learn from  experts• You can ...
CONS•   Lots and lots of noise•   Lots and lots of spam•   Lots and lots of robot collection•   Interface is not friendly•...
How to set up Twitter • Better to use a name than a logo • Always be searching to help • Post, share, help and retweet oth...
When should you jump into the next           big thing?  When it becomes mainstream – until then you are only touching a s...
Speaking the language
Geolocation Search
Klout Measurement
Maximizing Social Media 1. Get your ducks in a row    (policy, monitoring). 2. Educate employees to engage at all    level...
If you get an expert • What kind of success have you had? • Who are those clients? Can I talk with   them? • How do you me...
They do two things. Now for your questions…                      • 13 years in digital                        marketing   ...
Expert Advice on Maximizing Social Media
Expert Advice on Maximizing Social Media
Expert Advice on Maximizing Social Media
Expert Advice on Maximizing Social Media
Expert Advice on Maximizing Social Media
Expert Advice on Maximizing Social Media
Expert Advice on Maximizing Social Media
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Expert Advice on Maximizing Social Media

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Transcript of "Expert Advice on Maximizing Social Media "

  1. 1. Expert Advice on Maximizing Social Media Monday, October 22nd 3:00 p.m. – 4:15 p.m. Orlando NTrainer: Don Schindler, Managing Director, Print, Web & Multimedia, University Communications, University of Notre Dame
  2. 2. • 13 years in digital marketing • donschindler.com • don.schindler@nd.edu • @donschindlerDon Schindler
  3. 3. They do two things. So do you have a social media strategy?
  4. 4. Why I’m here
  5. 5. Social Media Strategy • Goals • Governance • Education • Execution G.G.E.E.M. • • Measurement Adjustments A.
  6. 6. Goals • What? • How? – Serve as the Expert – Promote low cost Resource to all housing audiences looking for information on low cost housing in my state.
  7. 7. Governance• Policy• Decision Tree• Monitoring
  8. 8. Social Media Policy • Encourage rather than discourage. • Give them education on proper use. • Give them some place safe to chat about a problem. • Make sure they know they are responsible for both themselves and the brand. • Personal and professional are mixed but don’t say anything you wouldn’t want to see in the newspaper.
  9. 9. http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/
  10. 10. Monitoring
  11. 11. Education • Get everyone educated on using social media for business
  12. 12. Education trust.edelman.com
  13. 13. Education trust.edelman.com
  14. 14. Execution
  15. 15. Hub and Spoke http://www.slideshare.net/jeremiah_owyang/dreamforce-2012-prioritizing-for-scale-by-jeremiah-owyang
  16. 16. Measurement Oliver Blanchard’s Basics of Social Media ROI
  17. 17. ROI• THE CURRENCY FOR SOCIAL MEDIA IS ACTION!• Track engagement via emails, discussions (facebook, twitter, linkedin), comments, website visits and try to tie them directly to revenue.• ROI = Money not Mentions
  18. 18. Measurement• What? • Measured By – Promote low cost – The engagements housing on Facebook, Twitter, Linkedin,• How? comments on blogs (2500) – Serve as the Expert – The people we Resource to all help (250) audiences looking for information on low cost – The loans we housing in my state. close (25)
  19. 19. Adjustments http://www.flickr.com/photos/dok1/3954393160/sizes/o/in/photostream/
  20. 20. Alright, enough strategy– let’s talk tactics
  21. 21. They are looking for help.Be the Expert Resource they aresearching for and socially asking for through technology.
  22. 22. Search vs. Social Being Found Search Socialhttp://smallbiztrends.com/2012/09/small-business-traffic-from-social-media.html
  23. 23. Be Found Everywhere Twitter Linkedin Google+ Peer to Peer Facebook Communities Search My Trusted Related Engine website Websites
  24. 24. The Secret to Social MediaTalk about others – highlight them,encourage them, be there for them and they will be there for you.
  25. 25. 1,000,000,000 of us. http://steve-lovelace.com/5-things-i-hate-about-facebook/
  26. 26. Facebook secrets • Bias against new pages • What to add to facebook status update - – Links are favored over updates. – Photo and Videos trump links. • Get people to comment or engage. • 16% of Page Info is all that gets seen and that’s dropping. • Post 2-5 times a day. • Best times to post are 8 pm – 12 am. • If you are going to post, be ready to respond. http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
  27. 27. 9/20/12 Update http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/
  28. 28. No-no’s in Facebook No coupons or promotions No contact info No reference to “Like” or “Share” No “calls to action” https://www.facebook.com/help/262981810477512/
  29. 29. Promoted Posts
  30. 30. Facebook Ads
  31. 31. Accidentally Clicked http://www.marketingcharts.com/wp/wp-content/uploads/2012/10/SterneAgee-Facebook-User-Accidental-Ad-Clicks-Oct2012.png
  32. 32. Facebook Studio
  33. 33. Linkedin
  34. 34. LINKEDIN MAPS CONNECTIONS
  35. 35. Linkedin Power • More connections you have the better • Your online resume and portfolio • Your company should have a page • Recommendations • Questions & Answers • Groups • Connected to Twitter and Facebook
  36. 36. Linkedinsecret – openup your profile
  37. 37. Twitter
  38. 38. PROS• Power of instant conversations• Spreading the word quickly• Professional Development – learn from experts• You can collect users with bots (Tweetadder)• You can follow and possibly speak with people that wouldn’t normally be in your circle of influence• You don’t have to worry about stalking or sneaking up on people because they are posting in the public sphere.
  39. 39. CONS• Lots and lots of noise• Lots and lots of spam• Lots and lots of robot collection• Interface is not friendly• Relationships are fleeting• Twitter gets a lot more attention because of its open API vs. actually having people use it (500 mil accounts – 340 million daily tweets)
  40. 40. How to set up Twitter • Better to use a name than a logo • Always be searching to help • Post, share, help and retweet others (golden rule) • Use an application to control twitter • Always be classifying people • Build relationships to turn to advocates • If things go bad, get it offline.
  41. 41. When should you jump into the next big thing? When it becomes mainstream – until then you are only touching a small audience of early adopters.
  42. 42. Speaking the language
  43. 43. Geolocation Search
  44. 44. Klout Measurement
  45. 45. Maximizing Social Media 1. Get your ducks in a row (policy, monitoring). 2. Educate employees to engage at all levels. Protect them. 3. Build an army of advocates that get what you do. 4. Test, test, test – don’t punish over failure – learn from it. 5. ABH – Always Be Helping.
  46. 46. If you get an expert • What kind of success have you had? • Who are those clients? Can I talk with them? • How do you measure success? • How often do you engage? What times are you available? • Have you failed before and what did you learn? • Which platforms do you use?
  47. 47. They do two things. Now for your questions… • 13 years in digital marketing • donschindler.com • don.schindler@nd.edu • @donschindler
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