Beyond The Cocktail Party - Making Social Media Work for You

Beyond The Cocktail PartyMaking Social Media Work For You
Erin Steinbruegge
August 2010

Some Background information…
Partner and Lead Marketing Strategist at The Loud Few.
Consultant and Instructor at Buzzhound Learning Labs.
How You Can Reach Me:
erin@theloudfew.com
@steinburglar
linkedin.com/in/erinsteinbruegge
facebook.com/erin.steinbruegge

5 Lessons From “The Best Guitar Player in the World”
5 ways to ensure a social media #fail:
Self Promote
Attack others
Share “too much information”
Be insincere
Steal the mic

Today’s Goals
Recognize Your Social Media Personality
Dispel Some Social Media Myths
Build a Content Strategy
Best Practices, Tips and Tricks
Actionable Plan - Next Steps

Your Social Media Personality
Let’s find out how you scored on the quiz…

“Social Media Butterfly” 8-12 pts
Congratulations, you’re the life of the party!
You listen and engageyour customers
You use multiple channels to connect
Watch Out For:
A social media time drain – Make sure your social media engagement is meaningful for your business.

“That Annoying Guy”6-7 pts
Sorry, but we’ve had enough of your awesomeness.
You use social media to self promote – period.
You rarely listen to other conversations (unless they are about you).
The Remedy
Start listening. Add value to the conversation. Build real relationships.

“The Wallflower”4-5 pts
You’re coming across as shy or even creepy.
You came to the party, but you haven’t said a word.
You may be too afraid of saying the wrong thing.
The Remedy
Stop over-thinking and criticizing yourself
It’s okay to start small – Start by making a few friends.

“The No-Show”2-3 pts
Glad you could make it today. 
You haven’t even shown up to the party.
You probably have lots of excuses.
The Remedy
Stop making excuses! The conversations are taking place around you whether you are there or not.

The Fail Whale0-1 pts

Social Media: Facts vs Rumors

Social Media Facts vs Rumors
Blogs Are Dead.

An estimated 43% of
companies will
use blogs by
2012.

Social media is only for “fun” products and businesses.

How “fun” is a blender?

And how much fun do you have filing taxes?

Social Media Marketing is “a new thing”, businesses using it now are early movers.

2010 Study: 72% of Senior Marketing Executives say their business has a social media strategy NOW.

Social Media isn’t measurable.

Can you measure Social Media ROI?
Dell attributes over $3M in sales from a single Twitter account.
Website analytics programs make it easy to track conversions from social media.

Examples of other factors businesses are measuring:
Brand Awareness – Retweets, brand mentions, “likes”
Customer Service – Reduced response times, less complaints
Loyalty – Subscriptions and comments on blogs, follows and “likes”

But can you measure the value of a relationship?

Content Strategy

Content Strategy – What is it?
It’s Your Master Plan for:
Delivering key messaging
Engaging your target audience
Demonstrating expertise
Improving search results (BONUS)

Types of Content
Examples of You Can Produce:
Blog posts
Photo albums
Videos
Whitepapers
Presentations
Press releases
Articles
FAQ’s
Events
Webinars
Podcasts
Products

7 Steps to Building Your Content Strategy
Define your social media goals & objectives
Define your target audience(s)
Make a list of topics that interest them
Make a list of the places where they are active
Make a list of the types of content you can produce
Make a list of content “hooks” or “angles”
Make an editorial calendar and get busy!

Some Popular Format “Hooks”
Instructional videos
Top 10 lists
Tutorials
Humor
Contrast / Controversy
Case Studies
Promotions – Contests, coupons, “free”

Editorial Calendar
An editorial calendar is your schedule for delivering targeted content to your followers.
You can download a free editorial calendar here:
http://www.theloudfew.com/editorial-calendar.xls

Editorial Calendar

Some Delicious Tips and Tricks

Blogs - Tips
Blogs require regular feeding, new content should be published weekly
Write brief, catchy titles
Add visual appeal with photos and videos
Use time scheduling to manage your time
Cross-promote your social media accounts on your blog

Blog Example

Tips for Facebook
Create a Facebookpage for your business, don’t use your personal account.
Get a vanity url as soon as you have 25 fans or “likes”
Customize your Facebook tabs with interactive content
Share photos and tag your friends to extend your reach

Facebook Example:

Tips for Twitter
Don’t use Twitter to manage your Twitter
Tweet with a purpose (your audience)
Promote others – Retweet generously
Use a combo of “evergreen” and timely tweets
Use scheduling to optimize your time

Tips for Twitter – Use tools

Twitter Example@OC_Monica

Tips for LinkedIn
Complete your profile – to 100%
Get a vanity url for your name
Grow your network weekly – LinkedIn makes it easy.
Join Groups and join the conversation
Be an Expert – Utilize LinkedIn “Answers”

Linkedin Example

Next Steps …
Secure your brand name – vanity urls
Follow the 7 steps to building a content strategy
Build your editorial calendar
Begin strategically following your target audience
Join the conversation, be real and remember, being social should be FUN!

Free Stuff
Download this presentation: http://www.slideshare.net/theloudfew
Download a free editorial calendar:http://www.theloudfew.com/editorial-calendar.xls
Signup for our interactive marketing newsletter or subscribe to our blog:http://www.theloudfew.com

Q&A Discussion

Credits
“The Greatest Guitar Player in the World” – Steve Buscemi, 1998, The Wedding Singer. Written by Tim Herlihy and directed by Frank Coraci.
“Will it Blend?” – BlendTec
H&R Block – Various social media appearances. @HRBlock
A Delightful Day Event Planning
Royal Landmarks Event Planning – Facebook Page
@OC_Monica – Twitter Account
US Companies Using Blogs for Marketing Purposes, eMarket, Aug 2010
Social Media Usage, Attitudes and Measurability: What Do Marketers Think?KingFishMedia, Hub Spot and Junta42, 2009.
Direct2Dell Blog, @DellOutlet Surpasses $2M on Twitter, June 2009

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Beyond The Cocktail Party - Making Social Media Work for You

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