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Beyond Facebook Part 1 - Optimization Summit
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Beyond Facebook Part 1 - Optimization Summit


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Part 1 of Beyond Facebook covering Twitter and LinkedIn for the Optimization Summit (

Part 1 of Beyond Facebook covering Twitter and LinkedIn for the Optimization Summit (

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  • 1. Beyond Facebook: Marketing on Other Social Networks
    Session Leaders: Mark Juleen, Charity Hisle, & Brent Williams
  • 2. What do you want to take away?
  • 3. Topics We Will Cover
    What to Tweet
    Participating in the “Conversation”
    Building your network
    How to manage your Tweets
    Distribution to and from Twitter
  • 4. Twitter – Getting Started
    First, set up an account
    Fill out your account information
    People want to know who you are before the follow you!
    Go “under the radar” and tweet to nobody
    Few people will follow you back if you haven’t tweeted yet
    Start following people
  • 5. Who Will Be Tweeting?
    Individual Accounts Without Company Name
    Example: @TamelaCoval
    Individual Accounts Branded With Company Name
    Example: @CarrieatRoscoe
    Company Branded Accounts
    Example: @TrainingFactor
  • 6. Who Are We Trying To Reach?
    Identify who are your target audiences:
    Existing Customers
    Sales Prospects
    Business Network
    The Local Community
    Remember that your Tweets will be public, so even if you choose one audience over another, they can still see your Tweets!
  • 7. What Should We Be Tweeting?
    Product Rollouts and Special Deals
    From @Starbucks
  • 8. What Should We Be Tweeting?
    Contests and Community Involvement
    From @CowBoom
  • 9. What Should We Be Tweeting?
    Company News
    If a news entity, like New York Times, it links to their news posts.
    From @JetBlue
  • 10. What Should We Be Tweeting?
    Customer Service and Rapport Building
  • 11. What Should We Be Tweeting?
    Get Creative!
    The Flatulent Office Chair
    Albion’s Oven
    Automatic Pool Tweets?
    “The pool just hit 80 degrees! Stop stressing and get out here!”
  • 12. Interacting With Twitter
    RT @Username
    (“Retweet”= Forward)
  • 13. Interacting With Twitter
    Direct Messages (“DMs”)
    Private messages sent directly to a user
    Hashtags (#)
    Hashtags are a way to categorize Tweets
    Services to “watch” a Twitter Chat using a hashtag
    TweetGrid (
  • 14. Twitter Etiquette
    Watch what you Tweet about
    You will be heard! Remember that you are speaking in a room full of other people
    Nobody wants to hear how good your egg salad sandwich was
  • 15. Twitter Etiquette
    Twitter Spam
    Following thousands of people hoping they will follow you back.
    Replying to people for the same reason.
  • 16. First, strategize! Look back at your “audiences” and let that guide you in how to find people to follow.
    Find existing customers and contacts
    Use the Invite By Email feature and enter their email addresses in the system. If they are already on Twitter, you will instantly “follow” them. If not, it will send them an invitation to join Twitter.
    Make sure this is reasonable to do with your network.
    Try FB140 to find your Facebook contacts (
    Who Do You Follow?
  • 17. Who Do You Follow?
    Who are your contacts following?
    Look at their Following list in Twitter
    Mr. Tweet
    Who Should I Follow
  • 18. Who Do You Follow?
    Local Community
    Twellow (Twitter Directory)
    Nearby Tweets (Find Local Twitter-ers)
    TwitterLocal (Desktop App for Local Tweets)
  • 19. Who Do You Follow?
    Twitter Search
    Containing Certain Keywords
    From or To a Specific Person
    Location-Based Search
    Mentions of your product type or even competitor
    Using Your Twitter Management Tool For Keyword Searches (i.e., TweetDeck or Seesmic)
  • 20. How To Get Followers
    Directed to your Twitter page from other locations
    You Facebook Fan Page or other social media accounts
    Your website
    On all communications and collateral
    Referrals and recommendations (i.e., “Follow Friday”)
    Create quality content that people RT or Reply to
  • 21. Managing Your Following List
    Friend Or Follow
    Are you following somebody and they aren’t following you back? That could hurt your ratio!
  • 22. Twitter Lists
    Allows you to organize different types of Twitter users.
    If you have a policy of auto-following users, your following list may too big to manage. Lists allow you to keep track a smaller segment of that list.
  • 23. Twitter Tools
    Manages multiple accounts
    Posting to multiple accounts
    Manages multiple accounts
    Posting to multiple accounts
    Negative: Notification does not show the actual Tweet
  • 24. Mobile Apps
    SMS Text Messaging
    Standard Twitter feature
    Tweetie (for iPhone)
    OpenBeak (Formerly TwitterBerry for Blackberry)
  • 25. Group Tweeting
    Important solution when multiple people are dealing with one Twitter account
  • 26. Distribution Of Your Tweets
    On Your Website
    Pulling in your Tweets
    Twitter Badges (
  • 27. Distribution Of Your Tweets
    On Your Website
    BackType & Custom Solutions
    Used to bring in Tweets about a specific page on your website.
    Mark Juleen response to Mike Brewer blog (
  • 28. Distribution Of Your Tweets
    On Your Website
    Streaming Tweets using a hashtag or keyword
    Streaming Tweets showing any Tweet with the #AptChat, “mfinsiders”, or #mfi keywords
  • 29. Distribution Of Your Tweets
    On Your Website
    Twitter Sharing Options
    Twitter Share Icon (
    Allows readers to share a link to your content to their network
    General Twitter Icon
    Your website should have an icon directing back to Twitter to increase visibility and awareness of your Twitter account
  • 30. Distribution Of Your Tweets
    To Facebook Fan Page
    There are multiple ways to stream information from one source to the next
    Use ( to pull Tweets and send them to a Fan Page
    Use the Facebook App “RSS Graffiti”, which pulls in RSS feeds. Each Twitter account has an RSS feed which you can use for this purpose.
    Use Facebook “Notes” to publish your Tweets
    Easiest, but least visually appealing
  • 31. Pulling Content Into Twitter
    TwitterFeed (
    Have a notice for each new blog posted on Twitter.
  • 32. Pulling Content Into Twitter
    Yahoo Pipes (
    RSS Super-tool
    Combine RSS feeds
    Modify titles of RSS feeds
    Modify descriptions
    Sort and filter posts
  • 33. Automatic Twitter Functions & Tools
    Be careful with tools that automate certain tasks, as it might be against the Twitter TOS
    Auto Follow and Remove
    Timed Tweets
    Mass Direct Messages
    Auto Replies based on keyword
  • 34. Reputation Management
    These systems can give you email alerts when a keyword has been used. Set this as your company name (and derivatives) and see what people are saying about you!
    TweetBeep (
    Possibly unreliable
    TweetScan (
    Google Alerts (
  • 35. Reputation Management
    The State Farm Example
  • 36. Reputation Management
    The Times Square Apartments Example
  • 37.
  • 38. Topics We Will Cover
    What is LinkedIn?
    Who uses LinkedIn?
    Creating your professional brand
    Building your network
    Writing recommendations and introducing colleagues
    LinkedIn Groups
    LinkedIn Answers
    Advertising and Polling on LinkedIn
    LinkedIn Tools
    5 things to avoid online
  • 39. LinkedIn’s Mission:
    To connect the world’s professionals to make them more productive and successful.
  • 40. What is LinkedIn?
  • 41. What is LinkedIn?
    “Tools like LinkedIn and Twitter are of rapidly increasing importance. But that is all they are – tools. If you don’t have the mindset to build relationships, then you’re not ready for the tools.”
    - Keith Ferrazzi, author of “Never Eat Alone”
  • 42. What is LinkedIn?
    • Your professional brand
    • 43. Your online resume
    • 44. Your online business card
    • 45. Your social Rolodex
  • LinkedIn Users
  • 46. Over 60 million professionals
    Over 200 countries
    Over 170 industries
    Execs from every Fortune 500 company
    2003 = 1 million new accounts = 477 days
    2009 = 1 million new accounts = 12 days
    Who uses LinkedIn?
  • 47. Branding
  • 48. Use a photo that’s professional and recognizable
    Keep connections public so others can see how they are connected to you
    Create a vanity URL to increase SEO
    List specialties you’d like to associate with your brand
    Add links to your website and blog, and sync your Twitter account so your network will have unique insight into you
    Creating your professional brand
  • 49. Creating your professional brand
    Fill out your account information
    Complete your online resume, be as thorough as possible
    List non-jobs, like chairing a conference or leading a panel to show color and breadth
    Don’t include:
    Contact information you’re not comfortable sharing
    Half-truths or exaggerations
    Politics or religion
    Keep your profile updated regularly
  • 50. Networking
  • 51. Building your network
    Make connections
    LinkedIn displays 3 degrees of separation, to expand your potential network
    Connect with those you’ve worked with in the past
    Connect with vendors and customers
    Only invite those to connect with you that you know and trust
    Import connections from various web mail accounts
    Find contacts by advanced people search
    HINT: It’s polite to archive requests rather than rejecting
  • 52. Recommendations & Introductions
  • 53. Writing recommendations and introducing colleagues
    A broad range of endorsements demonstrates you can be trusted
    Recommend those that you’ve had good experiences with
    Introduce colleagues after you gain an understanding of their intentions
    Always explain why you need an introduction
  • 54. Groups
  • 55. LinkedIn Groups
    Easy to create
    Moderation tools
    Distribution capabilities
    Email messaging
  • 56. Answers
  • 57. LinkedIn Answers
    1,000+ questions posted weekly
    3,000+ answers submitted weekly
    70+ categories available for sponsorship
  • 58. Advertising and Polling
  • 59. Advertising and Polling on LinkedIn
    Target audiences with ads distributed by:
    Company Size
    Engage with Polls
    Ads can be targeted based on response for paid accounts
  • 60. 5 things to avoid online
  • 61. 5 things to avoid online
    Don’t leave negative feedback
    Never lie
    Don’t be a spammer
    Don’t gossip
    Avoid overselling yourself