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



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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    Beyond Facebook Part 1 - Optimization Summit Beyond Facebook Part 1 - Optimization Summit Presentation Transcript

    • 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
      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
    • What Should We Be Tweeting?
      Contests and Community Involvement
      From @CowBoom
    • What Should We Be Tweeting?
      Company News
      If a news entity, like New York Times, it links to their news posts.
      From @JetBlue
    • What Should We Be Tweeting?
      Customer Service and Rapport Building
    • 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!”
    • Interacting With Twitter
      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
      Services to “watch” a Twitter Chat using a hashtag
      TweetGrid (
    • 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 (
      Who Do You Follow?
    • Who Do You Follow?
      Who are your contacts following?
      Look at their Following list in Twitter
      Mr. Tweet
      Who Should I Follow
    • Who Do You Follow?
      Local Community
      Twellow (Twitter Directory)
      Nearby Tweets (Find Local Twitter-ers)
      TwitterLocal (Desktop App for Local Tweets)
    • 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)
    • 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
    • Managing Your Following List
      Friend Or Follow
      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.
    • Twitter Tools
      Manages multiple accounts
      Posting to multiple accounts
      Manages multiple accounts
      Posting to multiple accounts
      Negative: Notification does not show the actual Tweet
    • Mobile Apps
      SMS Text Messaging
      Standard Twitter feature
      Tweetie (for iPhone)
      OpenBeak (Formerly TwitterBerry for Blackberry)
    • Group Tweeting
      Important solution when multiple people are dealing with one Twitter account
    • Distribution Of Your Tweets
      On Your Website
      Pulling in your Tweets
      Twitter Badges (
    • 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 (
    • 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
    • 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
    • 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
    • Pulling Content Into Twitter
      TwitterFeed (
      Have a notice for each new blog posted on Twitter.
    • Pulling Content Into Twitter
      Yahoo Pipes (
      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 (
      Possibly unreliable
      TweetScan (
      Google Alerts (
    • Reputation Management
      The State Farm Example
    • Reputation Management
      The Times Square Apartments Example
    • 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
    • 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
      Creating your professional brand
    • 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
    • Networking
    • 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
    • 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:
      Company Size
      Engage with Polls
      Ads can be targeted based on response for paid accounts
    • 5 things to avoid online
    • 5 things to avoid online
      Don’t leave negative feedback
      Never lie
      Don’t be a spammer
      Don’t gossip
      Avoid overselling yourself