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  • e.g. celebrities and fansCustomer serviceHOW COOL IS THAT?
  • 4 Tenets of effective social media marketing
  • What if I don’t know what my brand voice is? Look to your existing contentWhat are my personal values? What values do I want my blog/brand to have? These will translate into your social media channels. Creating a site tagline is a great way to articulate those brand values. For instance: sometimes I turn down sponsors or product review because I don’t feel the items or the companies represent my values. Here are some questions you need to answer first before you put anything else out onto social media:What do I want to say?Who is my demographic? Who am I trying to reach or connect with?You want to have your own niche. Having a blog with 1000 different topics is like trying to boil the ocean, it cannot be done. Blog readers have a million options, and you want to make sure that you have the most targeted content and approachto set yourself apart from the rest. Find out who you are and what your blog isFind out who you want to talk toAnd then use social media to convert those connections into readers and brand champions.You are your own brand, even if you don’t think you have one or even know what it is. Everything that happens on your web accounts has to be a reflection of  the true you. Define your blog, your audience ahead of time. You need to have everything else in place first before you start to leverage social mediato drive traffic and readership.
  • Make sure you are 100% behind everything you send out- You are your own brand, even if you don’t think you have one or even know what it is. Everything that happens on your web accounts has to be a reflection of  the true you. Sometimes I don’t accept sponsors because the content is too awful and spammy even though I could use the extra 200 dollars. I don’t put ads in the middle of my site because I want my readers to enjoy what I write uninhibited without the pressure to click or buy. I also try not to be *too* controversial on twitter/facebook so as not to alienate others, but I also try to incite enough controversy in my titles to drive readership. It’s a fine line, but as long as you keep checking your gut, you will do fine.
  • From Entrepreneur magazine. Your brand voice may be uber informative and impersonal, but social media is different. Social media cocktail party: your voice after one beer. It needs to be a bit more fluid and fun in order to keep people interested and engaged. After all, you only have 140 characters. At cocktail parties, yes you talk about work but you also ask questions, tell funny stories, and really try to get to know who you’re talking to. Keep it loose. You want people to invest their time and emotions into your blog. Figure out which channels are going to be the best fit for your brand voice/demographic. Perhaps your site is really informative and educational and less personal in approach, you may want to leverage your connections on linkedin to drive people to your site. Don’t try all the channels. My recommendation is to start with 2-3 and see which ones you get the most engagement from and then expand and adjust as needed. LinkedIn is for those seeking business –type relationships and knowledge. Twitter is for fun, short chats.Facebook is for your uber fans. Since facebook has the option for more content you want to make sure you are creating fun “facebook members” only content for your VIPs.
  • Before you post up anything on social media, ask yourself “If someone else posted this and I read it, would I care?” If not, don’t post it. If it makes you yawn just thinking about it-don’t post it. The most successful twitter personalities out there are the ones who not only tweet valuable information, but also snarky thoughts or random observations, or ask their following questions.Are they more fascinating than you? No, of course not, but they are tweeting new thoughts, feelings and ideas. New=exciting.
  • Everything having to do with networking your brand on social media has to come from a place of genuine helpfulness. You have to really believe that what you’re writing might help someone, you have to tweet because you genuinely desire to connect with others. People can smell a phony or someone who is only out for the “sale” from a mile away. People want to connect with those they feel are a) genuinely entertaining or b) genuinely helpful: kudos to you if you can be both. Don’t be afraid to email, tweet, or Facebook other bloggers for help as well. It’s all about building and growing your network and social media is a great informal way to approach someone in a no-pressure setting. Help those who are newer than you, as I’m sure there are a number of people who helped you get to where you are.
  • Only follow those you find interesting and valuable--It can be tempting when you are building readership to go out and click on every name under the sun to follow. Don’t do this! And don’t follow someone who did this to you! All this does is create a faux circle of friends who aren’t retweeting you, reading your blog, or interacting with you. You want a network that supports you, better it be small than 500 followers who “liked” you and never looked back.I follow all bloggers in my genre, but I only retweet articles that I find particularly insightful, well written, and fresh. It may happen less frequently than I like, but it’s a genuine interaction.That is how seriously I take it. Every article I tweet out is like my brand stamp of approval. Take yourself seriously and others will too.
  • Rule of reciprocityTweeting arrangements
  • Talk about Melinda EmersonI get LOTS of questions about this: what is the appropriate twitter ratio? FYI: It is 4:1, for every one time you plug your site on twitter, you need to re-tweet 4 other posts.I’m not talking total tweets per day, but if you are harping a business, trying to get users to click or answer a question- you need to keep it to these minimums. You want to offer up posts that are creating value in other’s lives. Feel free to tweet about what you had for breakfast all you like, but beware that if someone sees your tweets one after another on their feed, they are probably going to unfollow you. I stop posting my stuff around 6:30 at night, and in the evenings take time to have conversations with others. 1x per day on Facebook. The other times should be used to ask questions, or post something you did not write, that you feel would be helpful for your readers.She also recommends “tweeting” about your blog posts 4-6x on the first day, and 3-4 on the second day if there isn’t any fresh content available.
  • If we use our “Sweet Re-tweet” ratio, you need to be tweeting stuff 25-30 times a day. When you are on a consistent posting schedule, taking the time to write posts and network with other bloggers, this is when you should start to automate your social media.
  • Back in the early days I would just sit down, think of something to write and post it. Now that things have picked up and I am working full-time this just isn’t plausible. I now do an “editorial calendar” one month out, where I write in on the days I normally post (Monday, Wednesday, Friday) the title or topic I am going to blog about. It provides a great guideline for me, and it keeps me from scrambling for a post at the last minute. Don’t worry-there are tweet schedulers who can help you automate this. Hootsuite it my provider of choice, although you have to pay a bit more to get the sexy analytics. Many adore Hoot Suite or Tweet Deck. I used to use social oomph because it was free and has a very easy to use interface.  A content calendar also helps you set up the posts in wordpress, schedule them out and you’ll have the link in advance, so you can schedule your tweets around when you’re available instead of worrying about pushing out the content in time.
  • One thing I think is horrible are those automated direct messages people send: “Hey thanks for following me, and check out my facebook, and feed..blah blah blah”. It feels very generic and impersonal. Same with the blanket emails bloggers send after you comment. Those make me never want to visit your site again, because you seem like such a faker! You might be a really huge site and too busy to personally thank each reader, but I’d rather get no email at all than a spam equivalent in my inbox. Thank me by peeking at my site, or passing it along if you like it. Automate- but don’t hate. Social media is not a crock pot, you can’t set it and forget it. Even if you automate your tweets you need to be checking in daily to see if someone asked you a question, talked to you, retweeted you. You can’t automate a cocktail party. You’ll still have to invest some time in developing those relationships.
  • Keep follower to following rations importantTweepi I found other bloggers.
  •  Thank everyone. Thank them for mentioning you, for sharing, for retweeting, so following. Especially if you participate in giveaways, this will go a long way to grabbing their attention, and keeping them as readers. It also keeps you from looking like a robot. I always thank those who have re-tweeted me, and welcome those who followed me. If you are a true marketer at heart, you can also think of it this way: those who would just blindly follow back have a second chance to look at your site and engage, simply because I you tweeted them!
  • Blogging takes consistency, as does social media. Consistency is the cousin of patience. Blogging and social media is a “long” strategy, to put it in investment terms. You have to be patient. It takes between 12-18 months to see any kind of real traffic to your blog, especially if you are only utilizing social media as your primary marketing platform. Long breaks in between your posts can turn off your readers. That means they’ll stop checking regularly and your stats will go down, which can affect your income down the road. Tweeting everyone takes time, but I promise the personal connection and the benefits will be well worth it. I feel like I have an entire network of actual friends on Twitter and it has done wonders for my mood and self esteem.

Transcript

  • 1. SOCIAL MEDIA FOR REAL PEOPLE (NOT ROBOTS) Lauren Bowling L Bee and the Money Tree
  • 2. WHY SOCIAL MEDIA?  Content doesn’t sell itself. If you write something you will have to engage in marketing tactics and social media to bring others to it.  Social media has been proven to strengthen relationships. Particularly those that happen offline.  Social media also presents opportunities not previously possible.  It is human’s primal urge to connect, and social media makes it easier than ever.
  • 3. LET’S TALK! Brand Voice  Authentic Helpfulness  How to Generate Interest  The “Three Virtues” of social media: Gratitude, Patience and Dedication 
  • 4. THE IMPORTANCE OF BRAND VOICE Photo Credit: Pulp-and-Fiber.com  Your blog and your social media channels need to have one voice.  What is your brand voice?
  • 5. L BEE TIP: MAKE SURE YOU STAND BEHIND YOUR WORDS  Even if it’s just 140 characters, make sure you are behind everything you put out on the internet.
  • 6. THE ONE COCKTAIL RULE  Social media is the online cocktail party.  Your voice……after one drink.  Keep it loose. Photo Credit: Shutterstock.com
  • 7. DO I CARE?  Are you going to sit up? Or are you going to yawn?
  • 8. AUTHENTIC HELPFULNESS  Everything has to come from a place of genuine helpfulness.  People can smell a phony from a mile away.  Don’t be afraid to ask for help, but don’t withhold your help from someone who is asking.
  • 9. TO FOLLOW OR NOT FOLLOW?  Don’t follow anyone who isn’t a friend, in your genre, or someone whom you find interesting.  Feel free to share any article in any genre you feel has value or shares something important that you believe in.
  • 10. RETWEETING • It is important to retweet for networking sake and for your brand voice, but it is also a great way to build connections. • Get on someone’s radar by retweeting their work. If they are savvy on twitter they will thank you, and that is your “in” for the conversation. • Compliments work too. • It is the “law of reciprocity”, and while although not inherently selfless, it still works and can be helpful for everyone involved.
  • 11. THE SWEET RE-TWEET  The most effective twitter ratio is 4:1  What about new content on my site? 3-4 times each day for new content. 2-3 on days in between.  Even if you have no new content: Facebook 1x each day or every other day, Tweet at least twice each day.  Figure out what works best for you.
  • 12. AUTOMATING SOCIAL MEDIA
  • 13. GET A CALENDAR!  Having an editorial calendar can help you when you’re scheduling tweets.  Popular tweet schedulers: Hootsuite  SocialOomph  TweetAdder  TweetDeck 
  • 14. SOCIAL MEDIA IS NOT A CROCK POT  You can’t set it and forget it!
  • 15. HOW TO GENERATE INTEREST ON TWITTER All about the words you use!  Tips  Simple  How To  Giveaway  Top ten lists  Using the word “retweet”  Alerting readers to new content  Also don’t forget to add social media buttons to your site or invite people to follow your social media channels at the top/bottom of every post. Calls to action have been proven to work!
  • 16. FAVORITE TOOLS • Tweettails-Calculate statistics from tweets, favorite words, most mentioned users etc. • Tweriod-Gives you the best times to tweet. • Tweepi-Manage your followers. • Just Unfollow-Self explanatory.
  • 17. GRATITUDE Similar to genuine helpfulness, but different.  Don’t be phony about your thanks.  Best practice: Just thank everyone. 
  • 18. PATIENCE/DEDICATION  Consistency is the cousin of patience.  Those who are patient reap the rewards: professionally, emotionally, financially.
  • 19. Thank you so much for having me, and thank you for coming to today’s presentation! L Bee and the Money Tree URL: www.lbeeandthemoneytree.com Email: lauren@lbeeandthemoneytree.com Tweet: @lbeemoneytree
  • 20. REFERENCES http://socialmouths.com/blog/2010/09/20/10-tips-todrive-twitter-traffic-to-your-blog/  http://www.vocus.com/blog/social-media-tips-frommelinda-emersons-webinar/  http://danzarrella.com/the-20-words-and-phrasesthat-will-get-you-the-most-retweets.html#  http://lbeeandthemoneytree.com/social-media-tips/ 