Social CRM: Managing online relationships

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Half-day boot camp for social media management: engaging in online relationships, choosing Facebook personal profile vs page, Twitter profile and conventions

Half-day boot camp for social media management: engaging in online relationships, choosing Facebook personal profile vs page, Twitter profile and conventions

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  • 1. Social CRM: Best Practices for Building & Managing Online Relationships Heidi Miller, Social Media Consultant, www.heidi-miller.com @heidimiller http://profile.to/heidimillerWednesday, April 13, 2011 1
  • 2. Goals, not tools @heidimiller #huzzahWednesday, April 13, 2011 2
  • 3. Focus your strategy @heidimiller #huzzahWednesday, April 13, 2011 3
  • 4. Focus your strategy • Who is your target audience? • What is your marketing goal(s)? • How will you measure success? @heidimiller #huzzahWednesday, April 13, 2011 3
  • 5. Relationship Strategy • Whom do you want to reach? • Why? • What do you want them to do? • How can you help them? • How will you know when you’ve succeeded? • What are your current marketing goals? @heidimiller #huzzahWednesday, April 13, 2011 4
  • 6. Where are your key influencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzahWednesday, April 13, 2011 5
  • 7. Where are your key influencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzahWednesday, April 13, 2011 5
  • 8. Who are you trying to engage? @heidimiller #huzzahWednesday, April 13, 2011 6
  • 9. % Growth of adults updating Twitter status @heidimiller #huzzahWednesday, April 13, 2011 7
  • 10. Average Facebook User Profile @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 11. Average Facebook User Profile ✦ Has 130 friends on the site @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 12. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 13. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 14. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 15. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 16. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 17. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 18. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 19. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day ✦ More than 30 billion pieces of content are shared each day @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 20. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day ✦ More than 30 billion pieces of content are shared each day ✦ Users that access Facebook on mobile devices are twice as active as non-mobile users @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 21. Average Facebook User Profile ✦ Has 130 friends on the site ✦ Sends 8 friend requests per month ✦ Spends an average 15:33 on Facebook per month ✦ Visits the site 40x per month ✦ Spends 23 minutes on each visit ✦ Is connected to 80 community pages, groups and events ✦ Creates 90 pieces of content each month ✦ 200 million people access Facebook via a mobile device each day ✦ More than 30 billion pieces of content are shared each day ✦ Users that access Facebook on mobile devices are twice as active as non-mobile users ✦ Facebook generates a staggering 770 billion page views per month @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  • 22. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  • 23. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  • 24. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  • 25. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  • 26. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  • 27. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  • 28. Know your super- power @heidimiller #huzzahWednesday, April 13, 2011 10
  • 29. Why should anyone interact with your brand? @heidimiller #huzzahWednesday, April 13, 2011 11
  • 30. Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ @heidimiller #huzzahWednesday, April 13, 2011 11
  • 31. Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ @heidimiller #huzzahWednesday, April 13, 2011 11
  • 32. Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • After interacting with us will enjoy _________________ @heidimiller #huzzahWednesday, April 13, 2011 11
  • 33. Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • After interacting with us will enjoy _________________ • While enabling ______________ @heidimiller #huzzahWednesday, April 13, 2011 11
  • 34. Why should anyone interact with your brand? • We help people who spend/enjoy/love _________ and who need ________ • Who are facing ______________ • After interacting with us will enjoy _________________ • While enabling ______________ • Compared to _______________ @heidimiller #huzzahWednesday, April 13, 2011 11
  • 35. Know before you Tweet... monitor @heidimiller #huzzahWednesday, April 13, 2011 12
  • 36. Set up Google alert www.google.com/alert Your name Your brand Your product or service Competitor’s names Issues Keywords @heidimiller #huzzahWednesday, April 13, 2011 13
  • 37. 1. Enter search term @heidimiller #huzzahWednesday, April 13, 2011 14
  • 38. 1. Enter search term 2. Choose Everything @heidimiller #huzzahWednesday, April 13, 2011 14
  • 39. 1. Enter search term 2. Choose Everything @heidimiller #huzzah 3. Enter email & createWednesday, April 13, 2011 14
  • 40. Build online reputation @heidimiller #huzzahWednesday, April 13, 2011 15
  • 41. @heidimiller #huzzahWednesday, April 13, 2011 16
  • 42. Be personalBe generousBe relevant @heidimiller #huzzahWednesday, April 13, 2011 16
  • 43. Building Presence @heidimiller #huzzahWednesday, April 13, 2011 17
  • 44. Building Presence • Blogs/podcasts Post thoughtfully on a regular basis on relevant topics Comment on relevant blogs Call in podcast comments • Facebook Like Comment Join Facebook events Share Facebook events Invite more people to Facebook events Tag friends in photos • Twitter ReTweet relevant, useful content Reply promptly Twitter events with hashtag Participate in Follow Friday @heidimiller #huzzah • Comment on LinkedIn group postsWednesday, April 13, 2011 17
  • 45. Expose yourself @heidimiller #huzzahWednesday, April 13, 2011 18
  • 46. @heidimiller #huzzahWednesday, April 13, 2011 19
  • 47. Act like a person... not a brand @heidimiller #huzzahWednesday, April 13, 2011 19
  • 48. @heidimiller #huzzahWednesday, April 13, 2011 20
  • 49. @heidimiller #huzzahWednesday, April 13, 2011 20
  • 50. @heidimiller #huzzahWednesday, April 13, 2011 20
  • 51. @heidimiller #huzzahWednesday, April 13, 2011 20
  • 52. Express personality @heidimiller #huzzahWednesday, April 13, 2011 21
  • 53. @heidimiller #huzzahWednesday, April 13, 2011 22
  • 54. @heidimiller #huzzahWednesday, April 13, 2011 22
  • 55. @heidimiller #huzzahWednesday, April 13, 2011 23
  • 56. Be personable... without being too personal @heidimiller #huzzahWednesday, April 13, 2011 23
  • 57. Keep a topical focus • Strategize your superpower keywords and topics • Focus 75% of your original content on those topics • Keep a clear content focus • Keep a clear brand identity @heidimiller @heidimiller #huzzah #huzzahWednesday, April 13, 2011 24
  • 58. Setting up your Facebook profile/Page @heidimiller #huzzahWednesday, April 13, 2011 25
  • 59. Page or Person? Page Benefits Page Drawbacks • Name as brand entity • Friends can’t friend you • Multiple admins • Friends can’t invite you to events • Access to analytics • Lack of desire to friend a brand • Can message over 5,000 fans • Updates go to a separate inbox • Can message all fans simultaneously • Unique ID with 25+ fans @heidimiller #huzzahWednesday, April 13, 2011 26
  • 60. Profile Basics • Use logo for Facebook Page • Use consistent, friendly, professional profile photo everywhere else • Person’s face • No kids or pets • Create consistent one-line brand statement • Create consistent one-paragraph statement • Representatives should disclose company relationships • Use www.knowem.com to save name across SNS • Capture your brand or as close as you can get to it @heidimiller #huzzahWednesday, April 13, 2011 27
  • 61. Profile do’s • Basic info • Profile photo • Relationships • Likes and interests • Education and work • Contact info @heidimiller #huzzahWednesday, April 13, 2011 28
  • 62. Profile do’s • Basic info • Profile photo • Relationships • Likes and interests • Education and work • Contact info • Look like you • Convey your brand image @heidimiller • Convey a human being #huzzahWednesday, April 13, 2011 29
  • 63. Profile do’s • Basic info • Profile photo • Relationships • Likes and interests • Education and work • Contact info • Consider relatives’ privacy wishes @heidimiller #huzzahWednesday, April 13, 2011 30
  • 64. Profile do’s • Basic info • Profile photo • Relationships • Likes and interests • Education and work • Contact info @heidimiller #huzzahWednesday, April 13, 2011 31
  • 65. Profile do’s • Basic info • Profile photo Add personal and professional activities • Relationships and interests • Likes and interests • Education and work Music, books and movies show your personality • Contact info @heidimiller #huzzahWednesday, April 13, 2011 31
  • 66. Basic info • Hometown • Location • Birthday • Gender • Bio: tell a story @heidimiller #huzzahWednesday, April 13, 2011 32
  • 67. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzahWednesday, April 13, 2011 33
  • 68. @heidimiller #huzzahWednesday, April 13, 2011 34
  • 69. Set brand + others as Wall default @heidimiller #huzzahWednesday, April 13, 2011 34
  • 70. @heidimiller #huzzahWednesday, April 13, 2011 35
  • 71. Always let others post to your Wall @heidimiller #huzzahWednesday, April 13, 2011 35
  • 72. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzahWednesday, April 13, 2011 36
  • 73. @heidimiller #huzzahWednesday, April 13, 2011 37
  • 74. Say which humans are posting and listening @heidimiller #huzzahWednesday, April 13, 2011 37
  • 75. Link back to site(s) Give mission statement Give product info Say which humans are posting and listening @heidimiller #huzzahWednesday, April 13, 2011 37
  • 76. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 77. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 78. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 79. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 80. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 81. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 82. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 83. @heidimiller #huzzahWednesday, April 13, 2011 38
  • 84. Page Notifications @heidimiller #huzzahWednesday, April 13, 2011 39
  • 85. Access to Analytics @heidimiller #huzzahWednesday, April 13, 2011 40
  • 86. Access to Analytics @heidimiller #huzzahWednesday, April 13, 2011 40
  • 87. Access to Analytics @heidimiller #huzzahWednesday, April 13, 2011 40
  • 88. Setting up your Twitter profile @heidimiller #huzzahWednesday, April 13, 2011 41
  • 89. Profile do’s @heidimiller #huzzahWednesday, April 13, 2011 42
  • 90. Profile do’s Handle: Descriptive, shortest version of your brand @heidimiller #huzzahWednesday, April 13, 2011 42
  • 91. Profile do’s List brand name Handle: Descriptive, shortest version of your brand @heidimiller #huzzahWednesday, April 13, 2011 42
  • 92. Profile do’s List brand name Handle: Descriptive, shortest version of your brand List email so friends can find you via email @heidimiller #huzzahWednesday, April 13, 2011 42
  • 93. Profile do’s @heidimiller #huzzahWednesday, April 13, 2011 43
  • 94. Profile do’s Link to brand website @heidimiller #huzzahWednesday, April 13, 2011 43
  • 95. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzahWednesday, April 13, 2011 43
  • 96. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzahWednesday, April 13, 2011 43
  • 97. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzahWednesday, April 13, 2011 43
  • 98. Profile do’s Link to brand website Bio: list benefit statment with keywords. If Twittering for a brand, say so. @heidimiller #huzzahWednesday, April 13, 2011 43
  • 99. Twitter engagement best practices @heidimiller #huzzahWednesday, April 13, 2011 44
  • 100. Answer the questions @heidimiller #huzzahWednesday, April 13, 2011 45
  • 101. Answer the questions • What are you reading? • What are you commenting on? • What are you blogging? • What are you furious about? • What are you excited to see? • What do you need right now? @heidimiller • What are you wondering about? #huzzahWednesday, April 13, 2011 45
  • 102. Answer the questions @heidimiller #huzzahWednesday, April 13, 2011 46
  • 103. Answer the questions • What would you like to ask? • What are you participating in? • Who are you with? • What are you talking about? • What are you laughing about? • What are you rolling your eyes over? @heidimiller #huzzahWednesday, April 13, 2011 46
  • 104. Which is more relevant? @heidimiller #huzzahWednesday, April 13, 2011 47
  • 105. Which is more relevant? eating oatmeal fighting off zombies @heidimiller #huzzahWednesday, April 13, 2011 47
  • 106. Twitter conventions @heidimiller #huzzahWednesday, April 13, 2011 48
  • 107. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  • 108. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  • 109. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  • 110. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  • 111. Mentions @heidimiller #huzzahWednesday, April 13, 2011 50
  • 112. Mentions @heidimiller #huzzahWednesday, April 13, 2011 50
  • 113. Mentions @heidimiller #huzzahWednesday, April 13, 2011 50
  • 114. The Power of the ReTweet @heidimiller #huzzahWednesday, April 13, 2011 51
  • 115. Rules of the ReTweet • Read the linked article • Give credit to original poster • Add a hashtag • Add a commentary • Shorten if necessary @heidimiller #huzzahWednesday, April 13, 2011 52
  • 116. Rules of the ReTweet • Read the linked article • Give credit to original poster • Add a hashtag • Add a commentary • Shorten if necessary @heidimiller #huzzahWednesday, April 13, 2011 52
  • 117. Conventions H/T = Hat tip (thanks/credit) CC = mention to specific followers via @follower = credit to original poster (after a RT) #FF = Follow Friday, a convention in which Twitterers @heidimiller list suggestions of cool people to follow on Fridays #huzzahWednesday, April 13, 2011 53
  • 118. Conventions H/T = Hat tip (thanks/credit) CC = mention to specific followers via @follower = credit to original poster (after a RT) #FF = Follow Friday, a convention in which Twitterers @heidimiller list suggestions of cool people to follow on Fridays #huzzahWednesday, April 13, 2011 53
  • 119. Conventions H/T = Hat tip (thanks/credit) CC = mention to specific followers via @follower = credit to original poster (after a RT) #FF = Follow Friday, a convention in which Twitterers @heidimiller list suggestions of cool people to follow on Fridays #huzzahWednesday, April 13, 2011 53
  • 120. Conventions H/T = Hat tip (thanks/credit) CC = mention to specific followers via @follower = credit to original poster (after a RT) #FF = Follow Friday, a convention in which Twitterers @heidimiller list suggestions of cool people to follow on Fridays #huzzahWednesday, April 13, 2011 53
  • 121. Shared Posting Tools •➡ www.cotweet.com Set up cotags ➡ Schedule Tweets ➡ Assign Tweets to team members ➡ Take and share notes on Twitter users •➡ www.hootsuite.com Set up cotags ➡ Schedule Tweets ➡ Schedule Facebook updates ➡ Get link stats @heidimiller #huzzahWednesday, April 13, 2011 54
  • 122. Tips for relationship building • Be generous and gracious. Check your ego at the door. • Stay on topic. Post content related to your stated, keyword interests and expertise. • Don’t be That Guy: no blatant self-promotion. Help others first and most. • Set guidelines and trust employees to be personable without being too personal. • Be omnipresent: take advantage of cross- posting automation. • Be a nerd: track and measure everything. • Be patient: allow yourself to make mistakes. • Be generous with comments, praise, likes, opinions, responses and reTweets. @heidimiller #huzzahWednesday, April 13, 2011 55
  • 123. Social CRM: Best Practices for Building & Managing Online Relationships Heidi Miller, Social Media Strategist, www.heidi-miller.com @heidimiller http://profile.to/heidimillerWednesday, April 13, 2011 56