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

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Social CRM: Managing online relationships

  1. 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. 2. Goals, not tools @heidimiller #huzzahWednesday, April 13, 2011 2
  3. 3. Focus your strategy @heidimiller #huzzahWednesday, April 13, 2011 3
  4. 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. 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. 6. Where are your key influencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzahWednesday, April 13, 2011 5
  7. 7. Where are your key influencers? • LinkedIn • Facebook • Twitter • Flickr • MySpace • Amazon reviews • iTunes • Forums @heidimiller #huzzahWednesday, April 13, 2011 5
  8. 8. Who are you trying to engage? @heidimiller #huzzahWednesday, April 13, 2011 6
  9. 9. % Growth of adults updating Twitter status @heidimiller #huzzahWednesday, April 13, 2011 7
  10. 10. Average Facebook User Profile @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  11. 11. Average Facebook User Profile ✦ Has 130 friends on the site @heidimiller Source: http://smmcats.com/facebook-demographics/ #huzzahWednesday, April 13, 2011 8
  12. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 22. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  23. 23. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  24. 24. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  25. 25. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  26. 26. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  27. 27. Average age of SNS users by site @heidimiller #huzzahWednesday, April 13, 2011 9
  28. 28. Know your super- power @heidimiller #huzzahWednesday, April 13, 2011 10
  29. 29. Why should anyone interact with your brand? @heidimiller #huzzahWednesday, April 13, 2011 11
  30. 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. 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. 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. 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. 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. 35. Know before you Tweet... monitor @heidimiller #huzzahWednesday, April 13, 2011 12
  36. 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. 37. 1. Enter search term @heidimiller #huzzahWednesday, April 13, 2011 14
  38. 38. 1. Enter search term 2. Choose Everything @heidimiller #huzzahWednesday, April 13, 2011 14
  39. 39. 1. Enter search term 2. Choose Everything @heidimiller #huzzah 3. Enter email & createWednesday, April 13, 2011 14
  40. 40. Build online reputation @heidimiller #huzzahWednesday, April 13, 2011 15
  41. 41. @heidimiller #huzzahWednesday, April 13, 2011 16
  42. 42. Be personalBe generousBe relevant @heidimiller #huzzahWednesday, April 13, 2011 16
  43. 43. Building Presence @heidimiller #huzzahWednesday, April 13, 2011 17
  44. 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. 45. Expose yourself @heidimiller #huzzahWednesday, April 13, 2011 18
  46. 46. @heidimiller #huzzahWednesday, April 13, 2011 19
  47. 47. Act like a person... not a brand @heidimiller #huzzahWednesday, April 13, 2011 19
  48. 48. @heidimiller #huzzahWednesday, April 13, 2011 20
  49. 49. @heidimiller #huzzahWednesday, April 13, 2011 20
  50. 50. @heidimiller #huzzahWednesday, April 13, 2011 20
  51. 51. @heidimiller #huzzahWednesday, April 13, 2011 20
  52. 52. Express personality @heidimiller #huzzahWednesday, April 13, 2011 21
  53. 53. @heidimiller #huzzahWednesday, April 13, 2011 22
  54. 54. @heidimiller #huzzahWednesday, April 13, 2011 22
  55. 55. @heidimiller #huzzahWednesday, April 13, 2011 23
  56. 56. Be personable... without being too personal @heidimiller #huzzahWednesday, April 13, 2011 23
  57. 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. 58. Setting up your Facebook profile/Page @heidimiller #huzzahWednesday, April 13, 2011 25
  59. 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. 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. 61. Profile do’s • Basic info • Profile photo • Relationships • Likes and interests • Education and work • Contact info @heidimiller #huzzahWednesday, April 13, 2011 28
  62. 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. 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. 64. Profile do’s • Basic info • Profile photo • Relationships • Likes and interests • Education and work • Contact info @heidimiller #huzzahWednesday, April 13, 2011 31
  65. 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. 66. Basic info • Hometown • Location • Birthday • Gender • Bio: tell a story @heidimiller #huzzahWednesday, April 13, 2011 32
  67. 67. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzahWednesday, April 13, 2011 33
  68. 68. @heidimiller #huzzahWednesday, April 13, 2011 34
  69. 69. Set brand + others as Wall default @heidimiller #huzzahWednesday, April 13, 2011 34
  70. 70. @heidimiller #huzzahWednesday, April 13, 2011 35
  71. 71. Always let others post to your Wall @heidimiller #huzzahWednesday, April 13, 2011 35
  72. 72. Page do’s • Wall settings • Info information • Photos • Videos • Events @heidimiller #huzzahWednesday, April 13, 2011 36
  73. 73. @heidimiller #huzzahWednesday, April 13, 2011 37
  74. 74. Say which humans are posting and listening @heidimiller #huzzahWednesday, April 13, 2011 37
  75. 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. 76. @heidimiller #huzzahWednesday, April 13, 2011 38
  77. 77. @heidimiller #huzzahWednesday, April 13, 2011 38
  78. 78. @heidimiller #huzzahWednesday, April 13, 2011 38
  79. 79. @heidimiller #huzzahWednesday, April 13, 2011 38
  80. 80. @heidimiller #huzzahWednesday, April 13, 2011 38
  81. 81. @heidimiller #huzzahWednesday, April 13, 2011 38
  82. 82. @heidimiller #huzzahWednesday, April 13, 2011 38
  83. 83. @heidimiller #huzzahWednesday, April 13, 2011 38
  84. 84. Page Notifications @heidimiller #huzzahWednesday, April 13, 2011 39
  85. 85. Access to Analytics @heidimiller #huzzahWednesday, April 13, 2011 40
  86. 86. Access to Analytics @heidimiller #huzzahWednesday, April 13, 2011 40
  87. 87. Access to Analytics @heidimiller #huzzahWednesday, April 13, 2011 40
  88. 88. Setting up your Twitter profile @heidimiller #huzzahWednesday, April 13, 2011 41
  89. 89. Profile do’s @heidimiller #huzzahWednesday, April 13, 2011 42
  90. 90. Profile do’s Handle: Descriptive, shortest version of your brand @heidimiller #huzzahWednesday, April 13, 2011 42
  91. 91. Profile do’s List brand name Handle: Descriptive, shortest version of your brand @heidimiller #huzzahWednesday, April 13, 2011 42
  92. 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. 93. Profile do’s @heidimiller #huzzahWednesday, April 13, 2011 43
  94. 94. Profile do’s Link to brand website @heidimiller #huzzahWednesday, April 13, 2011 43
  95. 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. 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. 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. 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. 99. Twitter engagement best practices @heidimiller #huzzahWednesday, April 13, 2011 44
  100. 100. Answer the questions @heidimiller #huzzahWednesday, April 13, 2011 45
  101. 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. 102. Answer the questions @heidimiller #huzzahWednesday, April 13, 2011 46
  103. 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. 104. Which is more relevant? @heidimiller #huzzahWednesday, April 13, 2011 47
  105. 105. Which is more relevant? eating oatmeal fighting off zombies @heidimiller #huzzahWednesday, April 13, 2011 47
  106. 106. Twitter conventions @heidimiller #huzzahWednesday, April 13, 2011 48
  107. 107. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  108. 108. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  109. 109. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  110. 110. Hashtags #sxsw Keyword or #macworldexpo #blogher10 term that #chic2geek #smbsea describes an #bcs10 item (metadata) @heidimiller #huzzahWednesday, April 13, 2011 49
  111. 111. Mentions @heidimiller #huzzahWednesday, April 13, 2011 50
  112. 112. Mentions @heidimiller #huzzahWednesday, April 13, 2011 50
  113. 113. Mentions @heidimiller #huzzahWednesday, April 13, 2011 50
  114. 114. The Power of the ReTweet @heidimiller #huzzahWednesday, April 13, 2011 51
  115. 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. 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. 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. 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. 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. 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. 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. 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. 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

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