Fostering Online     CommunitiesCarmine Media | Blogging | Social Media | Web Marketing
Background• R+L Carriers  – Full time Social Media manager• Carmine Media  – Consulting, speaking, training  – Business In...
TodayCarmine Media | Blogging | Social Media | Web Marketing
Why Social?                   57%Of people talk more online than they do in                real life.        *Alex Trimpe ...
Getting Started•   Preparation•   Significant resources•   Transformation into social business•   Training and support•   ...
Facebook• More than 800 million active users• 12 billion likes and comments monthly• Average user is connected to 80  comm...
Twitter• More than 200 million registered  accounts• 300,000 signing up per day• 55 million tweets per day• 600 million se...
Blogging•   Multiple blogging platforms•   Easy and free setup•   Customizable•   Comment and spam control•   Connect to T...
Why Create Content?• Creators represent the elite group who’s  content is consumed and shared.• Creators audience is growi...
InteractivityCarmine Media | Blogging | Social Media | Web Marketing
Define your Goals•   Ongoing dialog with stakeholders•   Listening/learning about stakeholders•   Increase conversions•   ...
Define your Audience•   Who is your audience?•   Where are they?•   What do they like?•   What adds value to their lives?•...
Set up a Content Strategy•   Topics via keywords•   Photos•   Video•   Trusted feeds    – OPC      Carmine Media | Bloggin...
Build your Foundation• Set up Facebook page – optimize and  brand• Set up Facebook tabs – consider a  fangate (reveal tab)...
Twitter• Profile picture – should be simple and  easy to see• Background – 60 pixels• Bio – 160 characters• Link to websit...
Listening―Every good conversation starts with good listening‖   Carmine Media | Blogging | Social Media | Web Marketing
Set up Listening Tools•   Twitter searches•   Google Alerts•   SocialMention.com•   RSS feeds    – NetVibes    – Google Re...
Twitter Searches• Branded keywords• Unbranded keywords• Industry terms    Carmine Media | Blogging | Social Media | Web Ma...
Comment Policies• Include a social media page on your  website• Add a policy to your Facebook page• Examples:  – R+L Carri...
Who should Moderate your         Site?Carmine Media | Blogging | Social Media | Web Marketing
Engage your Tweeps•   Create content worth RTing•   Respond quickly to mentions•   Ask questions•   Link to Facebook and b...
Twitter Chats• Hashtags• #FBLT• #RLBowl    Carmine Media | Blogging | Social Media | Web Marketing
Engage your Facebook          Community•   Create content worth sharing•   Use photos and videos of events•   Use FB quest...
But what if I make a      mistake……???Carmine Media | Blogging | Social Media | Web Marketing
Dealing with MistakesThree Common Mistakes• Wrong Pipe• Poor Judgment• TMI   Carmine Media | Blogging | Social Media | Web...
Poor Judgment• Kenneth Cole    Carmine Media | Blogging | Social Media | Web Marketing
TMI• Tweet by Ketchum executive visiting  FedEx – a client    Carmine Media | Blogging | Social Media | Web Marketing
What if a fan postssomething I don’t like….? Carmine Media | Blogging | Social Media | Web Marketing
Embrace the Chaos• Complaints• Praise• Customer Service    Carmine Media | Blogging | Social Media | Web Marketing
Dealing with Negative Posts•   Be aware of them!•   Is the comment true?•   Be honest!•   Thank them for commenting•   Del...
Dealing with Negative Posts• Let your community respond• Brand ambassadors
Removing Posts• Facebook  – Ask user to repost  – Committee review  – Err on the side of caution  – Hide them• Twitter  – ...
SEO•   Google Analytics•   Unbranded Keywords•   No Follow tags•   Tagged URLs in Social Media posts      Carmine Media | ...
Measure and Track•   Google Analytics•   Facebook insights•   PageLever (paid service)•   KIout•   Crowdbooster      Carmi...
Social ProofCarmine Media | Blogging | Social Media | Web Marketing
How to use Social Proof• Display number of followers only if there  are many• Post your ―most popular‖ items or content  r...
The Future•   All content socialized•   Transformation into social•   Social hooks•   Sharable content•   Provide a social...
Social Media for Marketing• Average corporate account is less than  three years old• Stages of social media               ...
Don’t Give Up•   Regular posts•   Relationships take time•   How long is the buying cycle?•   Measure small successes     ...
References• Online reference of Social media policies:  http://socialmediagovernance.com/policies.php• SocialMedia.org Dis...
Questions? Connect with me!Twitter: @suereynoldsWeb: Carminemedia.comFacebook: /carminemediaLinkedIn: suesreynolds    Carm...
Fostering Online Communities by Sue Reynolds
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Fostering Online Communities by Sue Reynolds

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Social Media Marketing seminar given at the Ohio Turfgrass Association conference in Columbus, Ohio

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Fostering Online Communities by Sue Reynolds

  1. 1. Fostering Online CommunitiesCarmine Media | Blogging | Social Media | Web Marketing
  2. 2. Background• R+L Carriers – Full time Social Media manager• Carmine Media – Consulting, speaking, training – Business Insider Magazine writer – Business2Community contributor – Small Biz websites and web marketing
  3. 3. TodayCarmine Media | Blogging | Social Media | Web Marketing
  4. 4. Why Social? 57%Of people talk more online than they do in real life. *Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
  5. 5. Getting Started• Preparation• Significant resources• Transformation into social business• Training and support• Don’t be the fail whale Carmine Media | Blogging | Social Media | Web Marketing
  6. 6. Facebook• More than 800 million active users• 12 billion likes and comments monthly• Average user is connected to 80 community pages, groups and events• Bigger than the entire internet in 2004.• More comments and likes on FB than searches on Google Carmine Media | Blogging | Social Media | Web Marketing
  7. 7. Twitter• More than 200 million registered accounts• 300,000 signing up per day• 55 million tweets per day• 600 million searches per day• Busiest from 9-5 M-F• iOs 5 integration Carmine Media | Blogging | Social Media | Web Marketing
  8. 8. Blogging• Multiple blogging platforms• Easy and free setup• Customizable• Comment and spam control• Connect to Twitter and Facebook• Custom URL Carmine Media | Blogging | Social Media | Web Marketing
  9. 9. Why Create Content?• Creators represent the elite group who’s content is consumed and shared.• Creators audience is growing: – 68% in the ―Spectator‖ group – fastest increase – 19% in the ―Collector‖ category – 33% commenting their way to ―Critics.‖ Carmine Media | Blogging | Social Media | Web Marketing
  10. 10. InteractivityCarmine Media | Blogging | Social Media | Web Marketing
  11. 11. Define your Goals• Ongoing dialog with stakeholders• Listening/learning about stakeholders• Increase conversions• Providing customer support• Enabling peer to peer support – Dell customer support forum• Collaborating (Crowdsourcing) *Survey by Social Media Examiner revealed these top social media goals for 2011
  12. 12. Define your Audience• Who is your audience?• Where are they?• What do they like?• What adds value to their lives?• Impulse shoppers or intent to purchase? Carmine Media | Blogging | Social Media | Web Marketing
  13. 13. Set up a Content Strategy• Topics via keywords• Photos• Video• Trusted feeds – OPC Carmine Media | Blogging | Social Media | Web Marketing
  14. 14. Build your Foundation• Set up Facebook page – optimize and brand• Set up Facebook tabs – consider a fangate (reveal tab) – Mini website with iFrames• Decide on call to action for tabs – Collect emails – Offer discount Carmine Media | Blogging | Social Media | Web Marketing
  15. 15. Twitter• Profile picture – should be simple and easy to see• Background – 60 pixels• Bio – 160 characters• Link to website Carmine Media | Blogging | Social Media | Web Marketing
  16. 16. Listening―Every good conversation starts with good listening‖ Carmine Media | Blogging | Social Media | Web Marketing
  17. 17. Set up Listening Tools• Twitter searches• Google Alerts• SocialMention.com• RSS feeds – NetVibes – Google Reader• Google analytics Carmine Media | Blogging | Social Media | Web Marketing
  18. 18. Twitter Searches• Branded keywords• Unbranded keywords• Industry terms Carmine Media | Blogging | Social Media | Web Marketing
  19. 19. Comment Policies• Include a social media page on your website• Add a policy to your Facebook page• Examples: – R+L Carriers – U.S. Army – Ford Carmine Media | Blogging | Social Media | Web Marketing
  20. 20. Who should Moderate your Site?Carmine Media | Blogging | Social Media | Web Marketing
  21. 21. Engage your Tweeps• Create content worth RTing• Respond quickly to mentions• Ask questions• Link to Facebook and blog posts• Post photos and videos – photo of the day Carmine Media | Blogging | Social Media | Web Marketing
  22. 22. Twitter Chats• Hashtags• #FBLT• #RLBowl Carmine Media | Blogging | Social Media | Web Marketing
  23. 23. Engage your Facebook Community• Create content worth sharing• Use photos and videos of events• Use FB questions for polls• Use events• Respond to comments• Tag other agencies or fans• Add a like box to your website Carmine Media | Blogging | Social Media | Web Marketing
  24. 24. But what if I make a mistake……???Carmine Media | Blogging | Social Media | Web Marketing
  25. 25. Dealing with MistakesThree Common Mistakes• Wrong Pipe• Poor Judgment• TMI Carmine Media | Blogging | Social Media | Web Marketing
  26. 26. Poor Judgment• Kenneth Cole Carmine Media | Blogging | Social Media | Web Marketing
  27. 27. TMI• Tweet by Ketchum executive visiting FedEx – a client Carmine Media | Blogging | Social Media | Web Marketing
  28. 28. What if a fan postssomething I don’t like….? Carmine Media | Blogging | Social Media | Web Marketing
  29. 29. Embrace the Chaos• Complaints• Praise• Customer Service Carmine Media | Blogging | Social Media | Web Marketing
  30. 30. Dealing with Negative Posts• Be aware of them!• Is the comment true?• Be honest!• Thank them for commenting• Delete only if necessary and stated in policy Carmine Media | Blogging | Social Media | Web Marketing
  31. 31. Dealing with Negative Posts• Let your community respond• Brand ambassadors
  32. 32. Removing Posts• Facebook – Ask user to repost – Committee review – Err on the side of caution – Hide them• Twitter – Remember only your own tweets can be deleted – Best not to address unless necessary Carmine Media | Blogging | Social Media | Web Marketing
  33. 33. SEO• Google Analytics• Unbranded Keywords• No Follow tags• Tagged URLs in Social Media posts Carmine Media | Blogging | Social Media | Web Marketing
  34. 34. Measure and Track• Google Analytics• Facebook insights• PageLever (paid service)• KIout• Crowdbooster Carmine Media | Blogging | Social Media | Web Marketing
  35. 35. Social ProofCarmine Media | Blogging | Social Media | Web Marketing
  36. 36. How to use Social Proof• Display number of followers only if there are many• Post your ―most popular‖ items or content regularly• Use percentages - ―over 75% prefer…‖• 1,000,000 served- Ray Kroc used in 1955 Carmine Media | Blogging | Social Media | Web Marketing
  37. 37. The Future• All content socialized• Transformation into social• Social hooks• Sharable content• Provide a social outlet – No dead ends Carmine Media | Blogging | Social Media | Web Marketing
  38. 38. Social Media for Marketing• Average corporate account is less than three years old• Stages of social media Source: Altimeter Group (August 2011)
  39. 39. Don’t Give Up• Regular posts• Relationships take time• How long is the buying cycle?• Measure small successes Carmine Media | Blogging | Social Media | Web Marketing
  40. 40. References• Online reference of Social media policies: http://socialmediagovernance.com/policies.php• SocialMedia.org Dislosure toolkit: http://www.socialmedia.org/disclosure/• Brian Solis: http://www.briansolis.com/2010/11/the-three- cs-of-social-networking-consumption-curation-creation/ Carmine Media | Blogging | Social Media | Web Marketing
  41. 41. Questions? Connect with me!Twitter: @suereynoldsWeb: Carminemedia.comFacebook: /carminemediaLinkedIn: suesreynolds Carmine Media | Blogging | Social Media | Web Marketing

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