Beyond Facebook Part 1 - Optimization Summit

Beyond Facebook: Marketing on Other Social Networks
Session Leaders: Mark Juleen, Charity Hisle, & Brent Williams

What do you want to take away?

Topics We Will Cover
What to Tweet
Participating in the “Conversation”
Building your network
How to manage your Tweets
Distribution to and from Twitter

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

Who Will Be Tweeting?
Individual Accounts Without Company Name
Example: @TamelaCoval
Individual Accounts Branded With Company Name
Example: @CarrieatRoscoe
Company Branded Accounts
Example: @TrainingFactor

Who Are We Trying To Reach?
Identify who are your target audiences:
Existing Customers
Sales Prospects
Business Network
Shareholders
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!

What Should We Be Tweeting?
Product Rollouts and Special Deals
From @Starbucks

Contests and Community Involvement
From @CowBoom

Company News
If a news entity, like New York Times, it links to their news posts.
From @JetBlue

Customer Service and Rapport Building

Get Creative!
The Flatulent Office Chair
http://twitter.com/OfficeChair/
Albion’s Oven
http://www.twitter.com/AlbionsOven/
Automatic Pool Tweets?
“The pool just hit 80 degrees! Stop stressing and get out here!”

Interacting With Twitter
@Username
(reply)
RT @Username
(“Retweet”= Forward)

Interacting With Twitter
Direct Messages (“DMs”)
Private messages sent directly to a user
Hashtags (#)
Hashtags are a way to categorize Tweets
#SuperBowl
#AptChat
Services to “watch” a Twitter Chat using a hashtag
TweetGrid (http://tweetgrid.com)

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

Twitter Etiquette
Twitter Spam
Following thousands of people hoping they will follow you back.
Replying to people for the same reason.

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 (http://www.twables.com/fb140)
Who Do You Follow?

Who Do You Follow?
Who are your contacts following?
Look at their Following list in Twitter
Mr. Tweet
http://mrtweet.net/
Twubble
http://www.crazybob.org/twubble/
Who Should I Follow
http://www.whoshouldifollow.com/

Who Do You Follow?
Local Community
Twellow (Twitter Directory)
http://www.twellow.com
Nearby Tweets (Find Local Twitter-ers)
http://www.nearbytweets.com
TwitterLocal (Desktop App for Local Tweets)
http://www.twitterlocal.net

Who Do You Follow?
Twitter Search
http://search.twitter.com
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)

How To Get Followers
Follow-Backs
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

Managing Your Following List
Friend Or Follow
http://friendorfollow.com/
Are you following somebody and they aren’t following you back? That could hurt your ratio!

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.
@JasonFalls

Twitter Tools
TweetDeck
Manages multiple accounts
Posting to multiple accounts
Seesmic
Manages multiple accounts
Posting to multiple accounts
Acquired Ping.fm
Negative: Notification does not show the actual Tweet

Mobile Apps
SMS Text Messaging
Standard Twitter feature
Tweetie (for iPhone)
(http://www.atebits.com/software/tweetie)
OpenBeak (Formerly TwitterBerry for Blackberry)
(http://www.orangatame.com/products/openbeak/)

Group Tweeting
Important solution when multiple people are dealing with one Twitter account
HootSuite
http://hootsuite.com/
TweetFunnel
http://www.tweetfunnel.com/
CoTweet
http://cotweet.com/

Distribution Of Your Tweets
On Your Website
Pulling in your Tweets
Twitter Badges (http://twitter.com/badges)

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 (http://mbrewergroup.com)

On Your Website
Streaming Tweets using a hashtag or keyword
Streaming Tweets showing any Tweet with the #AptChat, “mfinsiders”, or #mfi keywords

On Your Website
Twitter Sharing Options
Twitter Share Icon (http://www.tweetmeme.com)
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

To Facebook Fan Page
There are multiple ways to stream information from one source to the next
Use Ping.fm (http://www.ping.fm) 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

Pulling Content Into Twitter
TwitterFeed (http://www.twitterfeed.com)
Have a notice for each new blog posted on Twitter.

Pulling Content Into Twitter
Yahoo Pipes (http://pipes.yahoo.com)
RSS Super-tool
Combine RSS feeds
Modify titles of RSS feeds
Modify descriptions
Sort and filter posts

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

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 (http://www.tweetbeep.com/)
Possibly unreliable
TweetScan (http://www.tweetscan.com/)
$15/year
Google Alerts (http://www.google.com/alerts)

The State Farm Example

The Times Square Apartments Example

Topics We Will Cover
What is LinkedIn?
Who uses LinkedIn?
Creating your professional brand
Writing recommendations and introducing colleagues
LinkedIn Groups
LinkedIn Answers
Advertising and Polling on LinkedIn
LinkedIn Tools
5 things to avoid online

LinkedIn’s Mission:
To connect the world’s professionals to make them more productive and successful.

What is LinkedIn?

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”

What is LinkedIn?
Your professional brand
Your online resume
Your online business card
Your social Rolodex

LinkedIn Users

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?

Branding

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

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

Networking

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

Recommendations & Introductions

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

Groups

LinkedIn Groups
Easy to create
Moderation tools
Distribution capabilities
Email messaging

Answers

LinkedIn Answers
1,000+ questions posted weekly
3,000+ answers submitted weekly
70+ categories available for sponsorship

Advertising and Polling

Advertising and Polling on LinkedIn
Target audiences with ads distributed by:
Profession
Seniority
Industry
Company Size
Geography
Activity
Engage with Polls
Easy
Ads can be targeted based on response for paid accounts

Don’t leave negative feedback
Never lie
Don’t be a spammer
Don’t gossip
Avoid overselling yourself

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Beyond Facebook Part 1 - Optimization Summit

by Mark Juleen

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