InstaTweet Your PinFace 2013.08.03

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Social Media Management 101 for Bloggers and Brands, as presented at Texas Style Council blogger conference August 3, 2013 in Austin, TX

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  • I’m Terri Koen. I’m a senior brand strategist at Sanders\Wingo, a creative agency in Austin. I’ve been in the industry for a decade now, and my job is to guide clients in how to communicate their brand to consumers through different channels. Social media obviously is a big one especially today. I also run a yoga blog at FindingDrishti.com, so I get a chance to play with the things I advise our clients on and test them on a very small scale in comparison.This class is intended for anyone who is new to starting a social media page for their blog or business or is struggling to really get a handle on it. I know sometimes social media feels really overwhelming, depending on your personal knowledge and use of certain platforms. And also, how you use social media personally isn’t the same as you would for a business.I want you all to leave the room feeling confident about managing social and have a strong sense of direction in how to approach it.
  • Most brands I work with are concerned about getting more Facebook Likes and Twitter Followers, as if a popularity contest will prove that they’re successful at social media. Even if you attract a bunch of followers, who’s going to stick around if you end up spamming their newsfeeds with stuff they don’t care about? When they come to your page, you need something there for them to look at and WANT to look at. What they really needed to do was get smart in how they APPROACH social first. “Going viral” doesn’t exist. What exactly does that mean? There’s no magic bullet campaign with guarantees that it’ll circulate the whole Internet. Viral is a lie.A lot of brands that are managed by older generations think they can put a kid right out of college to manage their entire social media because they assume he or she understands it way better than they do. The question here is, do you trust your intern or someone else with your brand? Do you trust someone who hasn’t been working with your brand and doesn’t have experience in your industry to be the voice of your brand?
  • The smart brands quickly learned you can BUY Likes and Followers through advertising. I’m not talking about Twitter dealers selling you a list of names – by the way, don’t trust anyone who tries to promise that. Instead, there are economical ways through Sponsored and Promoted posts to encourage and “buy” more Likes and Followers. Those posts that say your friend likes a brand and suggests you like it too actually work in getting more Likes. Running a giveaway is another “bought” way of getting new fans, where you ask people to Like for a chance to win and Share with their friends and ask them to Like you too.When you’re working to attract new fans, you still need something on the other end for them to experience. What keeps people interested is quality content, whether it’s helpful, educational, entertaining or makes them feel good. It needs to be relevant and worth their coming to Like your page.Brands get a lot of help with what they aren’t able to do themselves. No, not just the intern, but asking for help internally for collaborators and contributors and pulling externally for pieces they can’t do themselves. Really think about who needs to be on your team to help you build your brand in social media.
  • Facebook and Twitter are pretty much table stakes today. Everyone should be on these as they are expected by consumers. But beyond that (Instagram, Pinterest, YouTube and so on), do you really need to be on everything new that will be coming out?Don’t feel like you need to be in all of these places. Pick the ones that make the most sense for what you’re doing and for what fits best for your brand. Think about what you will really have a good grasp on, can come up with enough good content for and have the time, dedication and commitment. Once you figure out what you can really succeed at, then go deep in them. Even if you’re only using two platforms, that’s fine. Bonus tip: Go ahead and register an account with your company name with any platform you think you MAY want to use in the future to make sure no one else snags it up. Brands have run into trouble trying to “buy back” their brands as user names, which usually involves legal and lots of money.
  • For most bloggers and brands, you already have your voice. If you’re a blogger, it’s you. For some reason, people feel like they need to become very sales-y when they start posting on Facebook or Twitter to promote a new blog post or a product. It feels very out of place when you consider what the brand usually speaks like and sounds like. There’s some range to play within when it comes to voice. For example, how you post on your site may not be the exact same as on Twitter. Twitter is a very casual environment, where people go to ask questions and have a conversation. The important thing here is the voice needs to still come from the same place no matter where your brand goes.
  • Having a sound infrastructure in place is the difference between someone who’s just riffing and making things up along the way and a polished brand that really knows what they’re doing.In advertising, we always write a strategic brief for every project to ensure we’re working toward a goal and have a clear focus. What is it?What do you want to accomplish? What do you want to get out of it?Who are you trying to talk to? What do you want them to know? Why would they care? Put some process in place to think through each platform. Which account does what? What is the purpose of each platform? This gives more focus to what you’re doing.Sometimes you may want to use a vendor or application to help you manage your platforms better. For example, the format of twitter.com may not work well for you. Vendors like Hootsuite or a management dashboard like Spredfast may help you stay more organized or look at the analytics easier.A good support team will help you as you grow your social media. It may be just you right now, but later you might need help from contributors to come up with content. Make a trusted friend an administrator on your Facebook. Collaborate with other Pinners to share a common Pin board.
  • At SXSW this year, I sat in on a panel with social media managers from Neiman Marcus and Whole Foods, and each brand managed social in different ways. Neiman Marcus has a social team of only 3 people to manage all of their social media globally, meaning only 3 people had the keys and the final say for what would be posted online. Everything went through them for editing and approval. Even if the President of NM took a picture of something, expecting it to go up on social, they still had the final say to determine if it met their criteria for what they want to do strategically. The nice thing is they can also assign help throughout the organization. Since they can’t be at every fashion event, they can ask their buyers who are attending Paris Fashion Week to take pictures of behind the scenes, on the runway and at after-parties and then determine what fits what they’re doing in social.Whole Foods operates a little differently regionally. Each store might carry slightly different product based on where they are. So each region has its own Facebook page to tailor it to their local communities. They also found that they can be more specific and relevant with their content by creating specialty pages like one for the cheese shop or one for vegetarians who would be offended by postings during “Meat Week” (Meat Week may not actually exist).Bonus tip: Write down your passwords! Change them often. Protect yourself from hackers.
  • Editorial calendar = giant spreadsheet to organize what’s going on, what you’re doing for Facebook vs. Twitter vs. Instagram, etc. Start with what you know is coming up. For brands we work with, we’ll look at the marketing calendar and talk to them about upcoming launches and new products/promotions. Are there things happening at corporate? Charities?It gives you a quick view at any gaps in content. Maybe there’s a lot happening in August but September is looking a little slow. This also lets you schedule things that will be happening, just like you can schedule a blog post. By getting ahead of the game, you can then focus on being more creative and doing time intensive, important work. This doesn’t mean social media is a set-it-and-forget-it program, you still need to be actively monitoring your pages and engaging with your audience. Human responses in real-time show that someone’s actually behind the computer. Nothing’s more frustrating than a brand that never interacts with their consumers. However, the times that it happens, it makes a huge difference.Example: I was at an airport, trying to use Boingo’swifi service, and it crapped out on me. I got angry and Tweeted on my phone about how I was stuck at the airport in Terminal A and Boingo wasn’t working. Someone responded, asking which gate I was at and that they would check the router for me. They fixed it remotely for me! THIS IS THE POWER OF TWITTER!!!
  • Make sure you have a team, whether it’s an official paid team or your brother. Design, photography, coding, branding, logos, editing, whatever you need help with. Like with the Neiman Marcus example of tapping the internal organization, having those collaborators makes you feel less alone in the process. You have people to brainstorm with and help check your work. You won’t feel so overwhelmed at doing everything by yourself, but you still maintain control of your brand.
  • This is the not sexy part of social media. Looking at the back end is what will help you get better. Get familiar with the tools already built into Facebook, Twitter, Pinterest, YouTube, etc. Add Google Analytics to everything that you can. (By the way, Google Analytics is free!)Track traffic, clicks, shares, likes, comments. See where traffic is coming and going, how long people are staying. It’ll help you understand what content is or isn’t working with your social media audience so you can make adjustments along the way. It’ll also help you become more attractive to brands for advertising and build your media kit. This is the part where after you do the creative work, you can see how your work performed.
  • There’s no magic answer for social media, and if anyone tells you they’ve figured the whole thing out, they’re lying. No two audiences and brands are identical, so there’s no secret sauce that works universally. Social media is also relatively new, and there’s a big learning curve to finding what works specifically for your brand and audience. Don’t be afraid to try new things. Make mistakes, learn from them, make adjustments and try again. Keep going in that cycle so you can find your rhythm and figure out what’s working for you.
  • A big mistake that brands make is they spend a lot of time and effort building a great social media program, and there’s no mentions of it on the front page of your website. Social should be a no brainer and be prominent on everything that your brand communicates. Don’t make people guess what you’re on or what account name is being used for each platform. Be consistent to take out any guesswork.
  • I masked the brand name, but you can probably guess this is a large discount retailer. This is pretty typical of most brands. Very product focused and promotional feeling. Some user-generated content that’s being leveraged. The copy feels like it’s trying too hard and “sales-y” with the marketing announcer voice; people don’t come to Facebook to get another piece of advertising. It almost looks like an intern was asked to take a picture of mouthwash in their bathroom. For a brand that has 31 million Likes, they don’t look polished. Kudos to them for doing some in Spanish since a lot of their customer base are Hispanic at least! Without seeing the brand name and logo, this could almost be a small town mom and pop shop as there isn’t anything distinctive in their voice or their content to indicate who they are and what makes them unique. It doesn’t feel cohesive and that it’s coming from a big brand who knows what they’re doing.
  • Burt’s Bees is an example of a really polished brand. Consistent branding – look + feel, language, font, imagery, relevant themes, use of yellow. Distinctive voice. Regular posts, and not too pushy on product. By partnering with Wild for Bees, it gave them a whole new area of content to play with while staying consistent with their brand values. A brand that sells lotions and lip balm, it doesn’t feel out of place for them to talk about food when it’s tied back to the bee connection. This makes sense for Burt’s Bees, and everything came together.
  • Thanks for coming to my class. I’m always open to answering questions, so don’t hesitate to reach out using any of the above forms of communication. If you liked my presentation, please make me a social media friend – take your pick! I’m also happy to hear any feedback on my presentation skillz (sic) as I’ve submitted a panel about fostering relationships through the Internet as a SXSW panel for 2014. I hope you won’t mind when I start asking for votes for my panel through social!Oh, and if you want to talk about yoga, I can really geek out on that too.
  • InstaTweet Your PinFace 2013.08.03

    1. 1. Terri Koen | @findingdrishti | #txscSM101 InstaTweet Your PinFace Like a Brand Social Media 101 for Brands and Bloggers
    2. 2. Terri Koen | @findingdrishti | #txscSM101 Social media client FAQs •  How do we get more Facebook Likes and Twitter Followers? •  How do we make things go viral? •  So we should have the junior intern handle our social media for us, right?
    3. 3. Terri Koen | @findingdrishti | #txscSM101 What smart brands figured out •  You can BUY* Likes & Followers •  Quality content is the most important piece (but the trickiest) •  It’s better to ask for outside help than to navigate blind *Buy, meaning Sponsored & Promoted posts or giveaways that encourage Likes, NOT buying lists from list dealers
    4. 4. Terri Koen | @findingdrishti | #txscSM101 8 Tips for Managing Social Media Like a Boss
    5. 5. Terri Koen | @findingdrishti | #txscSM101 1. Figure out where your focus is.
 And GO DEEP."
    6. 6. Terri Koen | @findingdrishti | #txscSM101 2. Define your brand voice.
 Then, carry it truthfully across to social media."
    7. 7. Terri Koen | @findingdrishti | #txscSM101 3. Get organized.
 Put some infrastructure in place.
    8. 8. Terri Koen | @findingdrishti | #txscSM101 4. Get ahead.
 Pre-plan what you can.
    9. 9. Terri Koen | @findingdrishti | #txscSM101 5. Get outside help
 For what you’re not good at or don’t have time for.
    10. 10. Terri Koen | @findingdrishti | #txscSM101 6. Geek out on analytics.
 Be Nate Silver.
    11. 11. Terri Koen | @findingdrishti | #txscSM101 7. Test, learn, adapt, repeat.
 The social media nut has NOT been cracked.
    12. 12. Terri Koen | @findingdrishti | #txscSM101 8. Pimp the hell out of it.
 Make it prominent & easy to find.
    13. 13. Terri Koen | @findingdrishti | #txscSM101 What most brands look like
    14. 14. Terri Koen | @findingdrishti | #txscSM101 When social media is done well…
    15. 15. Terri Koen | @findingdrishti | #txscSM101 8 Tips for Managing Social Media Like a Boss 1.  Figure out where your focus is, and GO DEEP. 2.  Define your brand voice. Then, carry it truthfully across social media. 3.  Get organized. Put some infrastructure in place. 4.  Get ahead. Pre-plan what you can. 5.  Get outside help for what you’re not good at or don’t have time for. 6.  Geek out on analytics. Be Nate Silver. 7.  Test, learn, adapt, repeat. The social media nut has NOT been cracked. 8.  Pimp the hell out of it. Make it prominent & easy to find.
    16. 16. Terri Koen | @findingdrishti | #txscSM101 Thank you! Terri Koen Email: terri@findingdrishti.com Twitter/Instagram: @findingdrishti Facebook.com/FindingDrishti

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