Beyond The Cocktail Party - Making Social Media Work for You


Published on

Erin Steinbruegge from the Loud Few presents to the St. Louis Chapter of ISES on going beyond the cocktail party and how make social media work for your business. Full details:

Published in: Business
1 Like
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide
  • Make sure everyone filled out the quiz. Note that presentation will be available at our slideshare account tomorrow.
  • Watch out for time drain
  • Start listening, add value to the conversation. Remember, it’s not about you.
  • Stop over thinking things. Social media is new and rapidly evolving – no one is an expert. It’s okay to make mistakes.
  • These days people don’t call customer support lines when they are unhappy – They post their complaint on Twitter and Facebook. Likewise, when they are happy, they share their experience with friends. You may be holding out because you’re worried about the vulnerability of social media, but you’re at greater risk by not participating.
  • It’s okay! The good news is you can only get better, and we’ll discuss some tips today that will help you get off to a great start.
  • Seriously, how exciting is a blender??? Let’s take a look at one of the most successful viral marketing campaigns to date.
  • Blendtec “Will it Blend” – They’ve blended everything from iPads to World Cup Vuvuzelas (complete list on Wikipedia). They have millions of views on Youtube and Tom Dickson, Blentec Founder claims it has had a direct impact on sales.
  • Okay, how fun are taxes? HR is another notable case study of a company with a less than glamorous product/service that has done extremely well in social media. They use Twitter as a means of finding and engaging new customers, and serving existing customers. Also very active on Facebook and Youtube.
  • Measuring ROI with social media is possible – Dell attributes over $3M in sales to a single analytics account. Facebook and other platforms are working to make analytics more accessible to business owners. Website analytics makes it possible to track sales generated through these channels.
  • Let’s not forget the power of a relationship - A relationship equates to opportunity, so it is difficult to measure the TOTAL value of social media. Think about the reason you go to a networking opportunity like this event today – Because it creates opportunity for you – But you couldn’t assign a dollar value to every person in this room.
  • Your content strategy defines what type of information you will deliver to your target audiences and the schedule for which you will deliver it.
  • Your content strategy defines what type of information you will deliver to your target audiences and the schedule for which you will deliver it.
  • Get creative with these angles, or feel free to come up with your own. Brevity is a good thing online, so try to deliver information in small, highly focused segments.
  • Write catchy titles and keep them brief
  • Good user experience - Good design, clean, simple navigation, easy to get to main website
  • Nice use of photos and commentary with photos, facebook integration for sharing “likes”, gain credibility through awards/acheivements
  • Facebook Pages are created for businesses and Facebook continues to add new business-friendly features such as Facebook Places, etc. Tabs can be customized to include interactive content such as forms, coupons accessible to fans etc.
  • Over 4k fans or “likes”. Active wall, good about following up with every user’s comments.
  • Good use of photography in themed albums
  • Customized their tabs with some interactive content, but didn’t rename the tab with something relevant such as “Vote Now” so it still says “Boxes”
  • Don’t use twitter to manage your twitterUse a combo of evergreen and “now” tweets
  • Allows me to post to multiple social networks – Facebook, Twitter and Linked in. Allows me to organize streams to better manage my time – can watch friends list, or industry experts list, and I can manage all my “mentions” so I know how to respond.
  • Detailed profile, authentic picture, having conversations with her audience (not a 1 way street), using hashtags
  • 100% means adding a photo and getting recommendations for most people. Join professional and special interest groups to expand your network and join conversations. Answers is a great way for you to demonstrate your expertise.
  • Using a tool to post to twitter and Linked in with timely status updates. Lots of recommendations builds credibility. Note the “Answers” link location.
  • Beyond The Cocktail Party - Making Social Media Work for You

    1. 1. Beyond The Cocktail PartyMaking Social Media Work For You<br />Erin Steinbruegge<br />August 2010<br />
    2. 2. Some Background information…<br /><ul><li>Partner and Lead Marketing Strategist at The Loud Few.
    3. 3. Consultant and Instructor at Buzzhound Learning Labs.</li></ul>How You Can Reach Me:<br /><br />@steinburglar<br /><br /><br />
    4. 4. 5 Lessons From “The Best Guitar Player in the World”<br />5 ways to ensure a social media #fail:<br /><ul><li>Self Promote
    5. 5. Attack others
    6. 6. Share “too much information”
    7. 7. Be insincere
    8. 8. Steal the mic</li></li></ul><li>Today’s Goals<br /><ul><li>Recognize Your Social Media Personality
    9. 9. Dispel Some Social Media Myths
    10. 10. Build a Content Strategy
    11. 11. Best Practices, Tips and Tricks
    12. 12. Actionable Plan - Next Steps</li></li></ul><li>Your Social Media Personality<br />Let’s find out how you scored on the quiz…<br />
    13. 13. “Social Media Butterfly” 8-12 pts<br />Congratulations, you’re the life of the party!<br /><ul><li>You listen and engageyour customers
    14. 14. You use multiple channels to connect</li></ul>Watch Out For:<br /><ul><li>A social media time drain – Make sure your social media engagement is meaningful for your business.</li></li></ul><li>“That Annoying Guy”6-7 pts<br />Sorry, but we’ve had enough of your awesomeness.<br /><ul><li>You use social media to self promote – period.
    15. 15. You rarely listen to other conversations (unless they are about you).</li></ul>The Remedy<br /><ul><li>Start listening. Add value to the conversation. Build real relationships. </li></li></ul><li>“The Wallflower”4-5 pts<br />You’re coming across as shy or even creepy.<br /><ul><li>You came to the party, but you haven’t said a word.
    16. 16. You may be too afraid of saying the wrong thing.</li></ul>The Remedy<br /><ul><li>Stop over-thinking and criticizing yourself
    17. 17. It’s okay to start small – Start by making a few friends.</li></li></ul><li>“The No-Show”2-3 pts<br />Glad you could make it today. <br /><ul><li>You haven’t even shown up to the party.
    18. 18. You probably have lots of excuses.</li></ul>The Remedy<br /><ul><li>Stop making excuses! The conversations are taking place around you whether you are there or not.</li></li></ul><li>The Fail Whale0-1 pts<br />
    19. 19. Social Media: Facts vs Rumors<br />
    20. 20. Social Media Facts vs Rumors<br />Blogs Are Dead.<br />
    21. 21. Social Media Facts vs Rumors<br />An estimated 43% of<br />companies will<br />use blogs by<br />2012.<br />
    22. 22. Social Media Facts vs Rumors<br />Social media is only for “fun” products and businesses.<br />
    23. 23. Social Media Facts vs Rumors<br />How “fun” is a blender?<br />
    24. 24. Social Media Facts vs Rumors<br />
    25. 25. Social Media Facts vs Rumors<br />And how much fun do you have filing taxes?<br />
    26. 26. Social Media Facts vs Rumors<br />Social Media Marketing is “a new thing”, businesses using it now are early movers.<br />
    27. 27. Social Media Facts vs Rumors<br />2010 Study: 72% of Senior Marketing Executives say their business has a social media strategy NOW.<br />
    28. 28. Social Media Facts vs Rumors<br />Social Media isn’t measurable.<br />
    29. 29. Social Media Facts vs Rumors<br />Can you measure Social Media ROI?<br /><ul><li>Dell attributes over $3M in sales from a single Twitter account.
    30. 30. Website analytics programs make it easy to track conversions from social media.</li></li></ul><li>Social Media Facts vs Rumors<br />Examples of other factors businesses are measuring:<br /><ul><li>Brand Awareness – Retweets, brand mentions, “likes”
    31. 31. Customer Service – Reduced response times, less complaints
    32. 32. Loyalty – Subscriptions and comments on blogs, follows and “likes”</li></li></ul><li>Social Media Facts vs Rumors<br /><ul><li>But can you measure the value of a relationship?</li></li></ul><li>Content Strategy<br />
    33. 33. Content Strategy – What is it?<br />It’s Your Master Plan for:<br /><ul><li>Delivering key messaging
    34. 34. Engaging your target audience
    35. 35. Demonstrating expertise
    36. 36. Improving search results (BONUS)</li></li></ul><li>Types of Content<br />Examples of You Can Produce:<br /><ul><li>Blog posts
    37. 37. Photo albums
    38. 38. Videos
    39. 39. Whitepapers
    40. 40. Presentations
    41. 41. Press releases
    42. 42. Articles
    43. 43. FAQ’s
    44. 44. Events
    45. 45. Webinars
    46. 46. Podcasts
    47. 47. Products</li></li></ul><li>7 Steps to Building Your Content Strategy<br />Define your social media goals & objectives<br />Define your target audience(s)<br />Make a list of topics that interest them<br />Make a list of the places where they are active<br />Make a list of the types of content you can produce<br />Make a list of content “hooks” or “angles”<br />Make an editorial calendar and get busy!<br />
    48. 48. Some Popular Format “Hooks”<br /><ul><li>Instructional videos
    49. 49. Top 10 lists
    50. 50. Tutorials
    51. 51. Humor
    52. 52. Contrast / Controversy
    53. 53. Case Studies
    54. 54. Promotions – Contests, coupons, “free”</li></li></ul><li>Editorial Calendar<br /><ul><li>An editorial calendar is your schedule for delivering targeted content to your followers.
    55. 55. You can download a free editorial calendar here: </li></ul> <br />
    56. 56. Editorial Calendar<br />
    57. 57. Some Delicious Tips and Tricks<br />
    58. 58. Blogs - Tips<br /><ul><li>Blogs require regular feeding, new content should be published weekly
    59. 59. Write brief, catchy titles
    60. 60. Add visual appeal with photos and videos
    61. 61. Use time scheduling to manage your time
    62. 62. Cross-promote your social media accounts on your blog</li></li></ul><li>Blog Example<br />
    63. 63. Blog Example<br />
    64. 64. Tips for Facebook<br /><ul><li>Create a Facebookpage for your business, don’t use your personal account.
    65. 65. Get a vanity url as soon as you have 25 fans or “likes”
    66. 66. Customize your Facebook tabs with interactive content
    67. 67. Share photos and tag your friends to extend your reach</li></li></ul><li>Facebook Example:<br />
    68. 68. Facebook Example:<br />
    69. 69. Facebook Example:<br />
    70. 70. Tips for Twitter<br /><ul><li>Don’t use Twitter to manage your Twitter
    71. 71. Tweet with a purpose (your audience)
    72. 72. Promote others – Retweet generously
    73. 73. Use a combo of “evergreen” and timely tweets
    74. 74. Use scheduling to optimize your time</li></li></ul><li>Tips for Twitter – Use tools<br />
    75. 75. Twitter Example@OC_Monica<br />
    76. 76. Tips for LinkedIn<br /><ul><li>Complete your profile – to 100%
    77. 77. Get a vanity url for your name
    78. 78. Grow your network weekly – LinkedIn makes it easy.
    79. 79. Join Groups and join the conversation
    80. 80. Be an Expert – Utilize LinkedIn “Answers”</li></li></ul><li>Linkedin Example<br />
    81. 81. Next Steps …<br />Secure your brand name – vanity urls<br />Follow the 7 steps to building a content strategy<br />Build your editorial calendar<br />Begin strategically following your target audience<br />Join the conversation, be real and remember, being social should be FUN! <br />
    82. 82. Free Stuff<br /><ul><li>Download this presentation:
    83. 83. Download a free editorial calendar:
    84. 84. Signup for our interactive marketing newsletter or subscribe to our blog:</li></li></ul><li>Q&A Discussion<br />
    85. 85. Credits<br /><ul><li>“The Greatest Guitar Player in the World” – Steve Buscemi, 1998, The Wedding Singer. Written by Tim Herlihy and directed by Frank Coraci.
    86. 86. “Will it Blend?” – BlendTec
    87. 87. H&R Block – Various social media appearances. @HRBlock
    88. 88. A Delightful Day Event Planning
    89. 89. Royal Landmarks Event Planning – Facebook Page
    90. 90. @OC_Monica – Twitter Account
    91. 91. US Companies Using Blogs for Marketing Purposes, eMarket, Aug 2010
    92. 92. Social Media Usage, Attitudes and Measurability: What Do Marketers Think?KingFishMedia, Hub Spot and Junta42, 2009.
    93. 93. Direct2Dell Blog, @DellOutlet Surpasses $2M on Twitter, June 2009</li>