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Organizational Considerations Before Launching in Social

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  • 1. Organizational Readiness: Social Media Tactics for Success Presented by Deanna Ferrari of MARC USA! October 13, 2011© MARC USA, 2011 — All Rights Reserved
  • 2. A brand is now defined as the sum of all conversations taking place around it, and it’s happening regardless of whether or not we participate in the dialogue. – Radian6© MARC USA, 2011 — All Rights Reserved
  • 3. TODAY’S AGENDA §  About Deanna & MARC USA §  Social Guidebook Overview: Setup For Success §  Questions/comments Twi$er  Hashtag:   #orgsocialready  © MARC USA, 2011 — All Rights Reserved
  • 4. ABOUT ME© MARC USA, 2011 — All Rights Reserved
  • 5. ABOUT MARC© MARC USA, 2011 — All Rights Reserved
  • 6. SOCIAL GUIDEBOOK: " TACTICS FOR SUCCESS! §  Listen & Learn §  Setup §  Plan §  Engage & Respond §  Analyze © MARC USA, 2011 — All Rights Reserved
  • 7. LISTEN & LEARN §  Set up searches (search.twitter.com/socialmention.com) §  Monitor what people are saying §  Determine what channels these people are using §  Understand what they’re saying© MARC USA, 2011 — All Rights Reserved
  • 8. SETUP FACEBOOK §  Types of pages – do you need more than one? §  Page and tab settings §  “Liking”/linking to other pages TWITTER §  Followers – who to follow/follow back §  Using Twitter lists §  DM vs. @reply §  Favorite tweets BOTH §  Know terms and policies to comply with social network legal conditions© MARC USA, 2011 — All Rights Reserved
  • 9. PLAN §  Determine the overall strategy & objective of your pages §  Set goals (Numbers? Engagement? Reach?) §  Set up a social team – but get the entire organization on board §  Determine what you’ll say §  Determine how often you’ll say it §  Say it in a consistent brand voice §  Negative conversation: proactive crisis plan §  What happens if my page(s) gets hacked?© MARC USA, 2011 — All Rights Reserved
  • 10. ENGAGE & RESPOND §  Maintain a consistent schedule of proactive posts using an editorial calendar – but know social changes in an instant §  Tag/link/use hashtags when possible to extend reach §  Optimize each post §  Include giveaways or exclusive content that only social followers get – give them a reason to follow you §  Promotion! Promotion! Promotion! §  Respond – “like,” retweet, comment, answer and ask questions© MARC USA, 2011 — All Rights Reserved
  • 11. ANALYZE §  Remember that goal you set? Did you meet it? §  Benchmark pages weekly, monthly and/or quarterly to track growth and overall engagement §  Use free and paid tools §  Hootsuite §  Tweetdeck §  Radian6 §  Buddy Media §  Social Mention §  Tweet Reach §  Twitter Counter §  Tweet Stats §  Determine what’s working, what needs to be improved. Measure, learn, optimize and continue © MARC USA, 2011 — All Rights Reserved
  • 12. FAST FACTS FOR SOCIAL SUCCESS: FACEBOOK §  Posts with 80 characters or less in length have 27% higher engagement rates §  Shortened URLs are actually less effective than full length URLs (3 times less engagement) §  Brands that post outside of typical business hours had a 20% higher engagement rate §  Posts that end with a question have a 15% higher engagement rate. Top words: Where? When? Would? Should? §  Top words to make your fans take action: Like, take, submit, watch, click, visit Source: Buddy Media White Paper: Facebooks EdgeRank: How to Make Sure Youre in the News Feed © MARC USA, 2011 — All Rights Reserved
  • 13. Thank you! Questions? Email: dferrari@marcusa.com Twitter – Deanna: @dferrari Twitter – MARC: @marcusawezog Facebook – MARC: Facebook.com/marcusawezog© MARC USA, 2011 — All Rights Reserved

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