Social Media Workshop - LinkedIn Twitter Facebook Google+


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Social Media Workshop for B2B - Google Campus Tel Aviv, Israel - Social Media Workshop for business users in B2B, B2C, and non-profit organizations. Learn what to do and what not to do from the owner of Israel's leading International Online Marketing agency, a 15 year veteran, consulting to hi-tech and start-up companies worldwide. Topics include: Facebook, Facebook marketing, Google plus, Google+, Linkedin, Linkedin for brand, Linkedin groups, Linkedin marketing, Linkedin sales, Linkedin to drive, audiences to events, Linkedin to drive audiences to events, paid social media, social media, social media advertising, social media strategy, Twitter, Twitter, Twitter marketing

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  • social media, social media workshop, social media strategy, social media one year later, linkedin, linkedin to drive audiences to events, twitter, google+, google plus, google, facebook, facebook marketing, linkedin for brand, linkedin sales, twitter, linkedin to drive audiences to events, twitter marketing, linkedin marketing, smm, smm camp
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  • Social Media Workshop - LinkedIn Twitter Facebook Google+

    1. 1. Before we start there’s this And we’re giving away FREE Stuff, but you have to sign up first and for mobile
    2. 2. Social Media Workshop for B2B A master class on Social Media in the B2B space, what works, what doesnt, and how to do it yourself. Feb 28, 2013 AgencyFour Presented by: George Giles | Founder & Senior Partner Company / LinkedIn On Twitter use #socialTLVor @agencyfour to ask questions
    3. 3. Social Media is a Powerful Real time InteractiveMarketing Tool
    4. 4. Social Media SECRETS
    5. 5. 1. Hard Work2. Understandingyour audience3. Strategy4. Execution5. Tracking
    6. 6. LinkedIn Top Social Tool for Business More than 8 in 10 companies listed on the 2012 Inc. 500(81% of them) use LinkedIn*- Up from 73% in 2012Facebook has declined to 67%- Down from 74% in 2011Does that mean you have to use LinkedIn or other sites?No, each business has unique goals and customers thatrequire the right tools and strategySource: University of Massachusetts Dartmouth
    7. 7. The Rise and Fall of Social Media in BusinessSource: University of Massachusetts Dartmouth
    8. 8. The Rise and Fall of Social Media in BusinessBlogging 44% publish a blog (up 37%)- Software, advertising/marketing, and media companieswere the most likely to blog- Government services organizations were least likelyYouTube use fell to 30% (down from 45%)Pinterest use at 18% (not tracked in 2011)Source: University of Massachusetts Dartmouth
    9. 9. Real Value of Social Media to Inc. 500 companiesHow central is social marketing to business growth:- 27% say social tools have been very necessary- 35% somewhat necessary- 24% somewhat Unnecessary- 15% very UnnecessaryKeep in mind we don’t know their:- Strategies- Audience- Work effort- Goals or TrackingSource: University of Massachusetts Dartmouth
    10. 10. ROI (Return on Investment) of Social MediaOnly one-third (34%) of the 2012 Inc. 500 report having theability to determine financial return on social mediainvestments.Among that third, 19% say social media has helped themcut recruiting costs.Keep in mind we don’t know if or how they are trackingSource: University of Massachusetts Dartmouth
    11. 11. Does your business NEED a social media presence? APPLE doesn’t But we’re not Apple – few companies are
    12. 12. Why should we use social media in B2B? Power + Reach The goal is not follows & likes It is about leads and sales• Social media = another chance to reach a user• We don’t need to own, pay, or build the social mediainfrastructure in order to participate• React quickly to questions or opportunities• Low barrier to entry• Supports branding• Establishes expertise• Drives in-bound traffic• Targeting by demographic & geographic profile
    13. 13. Social media VS Other Marketing Tools• Direct Mail, Telemarketing, or Email Marketing: We need to own, rent, or have a list• Paid Advertising We have to pay to promote our business to the audience Once we stop paying the traffic stops• Event Marketing We have to physically attend to participate and usually with a significant investment of time, money, and staff• Search Engine Optimization (SEO) SEO takes time to implement & see results
    14. 14. Social media networks• What social media networks are you familiar with?
    15. 15. Social media networks43 Things English, baby! hi5 My Opera StumbleUponAcademia.eduAdvogatoaNobii Epernicus eToro Hospitality Club Hotlist Myspace Netlog Tagged Talkbiznow Taltopia 199 top sitesAsianAvenueaSmallWorldAthlinks Experience Project Exploroo Facebook Hub Culture Hyves Ibibo Nexopia NGO Post Ning Taringa! TeachStreet TermWiki (Feb 2013) Faceparty Odnoklassniki The SphereBebo Indaba Music Open Diary TravBuddy.comBIGADDA Fetlife IRC-Galleria Orkut TravellerspointBiip.noBlackPlanet FilmAffinity Filmow Itsmy OUTeverywhere PatientsLikeMe Reported Network FledgeWing Flixster Flickr iWiW Jaiku Jiepang Partyflock Pingsta Pinterest Tuenti Twitter Tylted 5,017,628,477Busuu Kaixin001 Plaxo VkontakteBuzznet Fotki Kiwibox Playfire Vampirefreaks.comCafeMom Fotolog Lafango ViadeoCare2 Foursquare LAGbook Plurk VirbCaringBridge Friendica LaiBhaari Qapacity Friends Reunited Quechup WakoopaCloob Friendster LibraryThing Qzone WattpadCouchSurfing Frühstückstreff Lifeknot Raptr WAYNCozyCot Fubar LinkedIn Ravelry Fuelmyblog LinkExpats Renren WellwerCrunchyroll FullCircle Listography WeOurFamilyCyworld Gaia Online LiveJournal Ryze Wepolls.comDailyBooth GamerDNA Livemocha ScienceStage Wer-kennt-wenDailyStrength Makeoutclub ShareTheMusic weReaddelicious MEETin Shelfari Wiser.orgdeviantART Meetup (website) Sina Weibo WooxieDiaspora* Meettheboss Skoob WriteAPrisoner.comDisaboom GetGlue MillatFacebook Skyrock XangaDol2day Gogoyoko mixi SocialVibe XINGDontStayIn Goodreads MocoSpace Goodwizz MOG SoundCloud Yammerdouban Google+ Spaces Yelp, GovLoop Mubi Stickam Zoo.grElftown MyHeritage StudiVZ ZooppaElixio Habbo MyLife Students Circle Network
    16. 16. Top Social Media NetworksWhat are the top social networks with over
    17. 17. Top Social Media Networks 100+ million usersFacebook 1+ billion United StatesTencent QQ 784+ million ChinaQzone 597+ million ChinaSina Weibo 503+ million ChinaGoogle+ 500+ million United StatesTwitter 500+ million United StatesWeChat 300+ million ChinaVK 190+ million RussiaLinkedIn 200+ million United StatesRenren 160+ million ChinaOdnoklassniki 148+ million RussiaWindows Live 100+ million United StatesPinterest * 48.7 million United States *Pinterest was ranked as the third most popular social media network in the United States by visitor traffic (Facebook, Twitter, Pinterest) Source: Hitwise
    18. 18. Top B2B Social Media Networks Dedicated professional networking site 200 million registered users Founded May 2003 Focus: Business Micro blogging site for B2C and B2B Over 500 million active users Founded March 2006 Focus: Everything Social networking service for B2C and B2B Over 1 billion active users Founded February 2004 Focus: Heavily consumer focused Social networking service for B2C and B2B Over 500 million active users Founded June 2011 Focus: Everything
    19. 19. Social Media ConversationsThere are two types of conversations:• One way conversation• Two way conversation
    20. 20. One Way ConversationsYour audience isn’t listening or is listening but not respondingYour audience is talking but you’re not listening or responding
    21. 21. One Way Conversations 2012You are not talking to your audience
    22. 22. One way Conversations 2013You are not talking to your audience That is ALL her posts
    23. 23. Two way ConversationsYou and your audience participate ina back and forth conversation
    24. 24. The POWER of ListeningOnce you join a social network there isan idea that “if you build it they willcome”. Unfortunately that doesn’twork for all business’.Look for mentions about your business,questions in your realm of expertise,and related news that you can offer aunique insight to. Monitor your socialchannels for conversations toparticipate in and for conversationsaimed at you.Act fast or risk losing the opportunity.
    25. 25. Types of content to Post• Interviews• Lists• Resource Centers• Polls and Surveys• Revisions/Updates• Reviews• Comparisons• Rants(Carefully worded and thought out rants)• News• Case Studies• Tell a Story• Predictions• Stupid & Funny• Contests• Pricing• Guest Posts
    26. 26. Strategy1. Drive sales2. Drive lead generation3. Establish expertise4. Expand your network5. Promote live events6. Support existing customers7. Find new promotional opportunities
    27. 27. Introduction to LinkedIn*200+ million registered users•47.6% of users use LinkedIn 0-2 hours per week• 26% use it from 3 to 4 hours a week• 12.2 % use it for 5-6 hours per week(that is nearly 1,400 minutes per month)• 76.9% of users say LinkedIn helped them research people and companies• 68.8% said that it helped reconnect with past business associates• 49.7% said it was good for building new network relationships with individualswho may influence potential customers* Research data from
    28. 28. WHY should we use LinkedIn for Business?By building up a personal brand the account will:- Establish trust from skills & recommendations- Establish expertise- Be found more in searches- Get more invites to connect- Find more opportunities- Be exposed to a largernetwork to promote to, hire from, and work with
    29. 29. How to use LinkedIn for Business?Define a company expert- Skip the paid LinkedIn account- Complete the basics (profile, add, join relevant groups)- Add Skills then get people to endorse you with keywords- Get recommendations
    30. 30. How to use LinkedIn for Business?Get skills endorsedSend an email to your followers“Greetings, valued LinkedIn connection -A quick, one-click favor to ask of you. Can you endorse just one of my skills on my LinkedInprofile? The links below for your convenience.Why would you do this? Simple - Ill be reciprocating a skill endorsement on your profile aswell. We both benefit in terms of better visibility and credibility on this great resource weuse.Visit me @ for your support,George “
    31. 31. How to use LinkedIn for Business?- Answer questions in groups- Ask questions in groups- Use your LinkedIn URL inyour email signature- Set up saved keyword searchesfor your groups to get an email alert- Research competitors and their LinkedIn activity
    32. 32. How to use LinkedIn for Business?Grow Your NetworkThe easiest people to add are Human Resourcesand Headhunters. They also tend to have thelargest networks.Then add open networkers (LIONS) who will addyou back.CAUTION: Once you add someone they can see youremail address and email you. Use a disposable emailaccount (Gmail) to deal with any spam.
    33. 33. How to use LinkedIn for Business?CompetitorsIf you want to know what your competitors are up to onLinkedIn, add them as a connection.CAUTION: Once connected you can see their activity, theirconnections, their groups and vice versa. It’s best toconnect to them with someone’s account from yourcompany that isn’t very active on LinkedIn, thus protectingyour activity and connections.
    34. 34. How to use LinkedIn for Business?Set up a Company Page- Add products/services- Add a YouTube video and sales contact- Add links back to your site- Post updates- Set up your own LinkedIn group related to your targetaudience
    35. 35. LinkedIn GroupsWhat can we do with LinkedIn Groups?LinkedIn groups are organized by topics, professions, regions,interests, etc.You can use LinkedIn Groups to/for:- Lead generation- Promote your business/service- Promote press release, events, white papers, articles,webinars, news, products, websites, newsletters, surveys, andmore and more and more- Establish yourself as a topic expert- Network- Find leads/jobs/partnerships- Find employees and consultants
    36. 36. LinkedIn GroupsWhat can we do with LinkedIn Groups?You can write someone that you share a LinkedIn Group witheven if they aren’t a 1st, 2nd, or 3rd connection.Go to the group, Members, Scroll through the list, then you’llsee “Send Message” to the right of their name. Messages caninclude email and website address’.
    37. 37. LinkedIn GroupsWhat can we do with LinkedIn Groups?Adding connections from LinkedIn Groups is very easy becauseyou don’t need to have their email address.To improve your changes of gettingaccepted as a connection:-Complete your profile-Write a relevant invite message- Personalize the invite messagewith something other then thegeneric message
    38. 38. LinkedIn GroupsWhat can we do with LinkedIn Groups?Set up your own LinkedIn groups around a topic or profession.People will join the group over time.Benefits:- Lead generation- Networking- Promote your business / serviceTo successfully build your group up; participate regularly, addcontent that has value, engage with questions, don’t sell, don’tspam, control who joins and what they post, add users asconnections, and promote through your own expertise andtopic knowledge.
    39. 39. Paid LinkedIn Accounts:Inmails, saved profiles, more in-depth searchfunctions, profile analytics for people whoviewed your account and the keywords theyused to find you.
    40. 40. Tracking:Tracking campaigns and posts on LinkedIn is a challenge, especially when it crossesover to the LinkedIn mobile app. Here are two free ways to track:One of the most basic methods of tracking any links that you post is by usingshortened URLS. You can customize the link for each group you post to by using aquery string ?=group1 at the end of the URL, like so Then add that to a URL shortening servicelike to get the short URL.Do make sure that you test these URLs before you use them to ensure they arecompatible with your system!The second method is to use landing pages, conversion pages, sign-up pages, alongwith Google Analytics. The specific page will only be used for the campaign so youknow where the traffic came from. From analytics you can see the incoming landingpages, number of conversion, along with referral traffic sources, geography, time onsite, bounces, etc.
    41. 41. Use Twitter to:• Post news relevant to your company• Post special offers or discounts to drive sales• Post events to provide real time updates• Post questions or ideas to get immediate feedback• Follow important industry figures influencers/media• Tweet about things that interest you, and have fun with it! Your customers might appreciate getting to know you as a real person, not just a brand.
    42. 42. Twitter Tips:• SEE what other businesses are doing on Twitter• USE Twitter search engines for keyword searches around brands, products and topic of interest• FOLLOW Twitterers with similar interests to establish a brand presence within the conversation• START a conversation• DEDICATE time to Twitter. Having more than one employee on Twitter will ensure an ongoing company presence. Spread your messages out over the day, don’t bunch them up.• ASK questions and get feedback from your followers
    43. 43. Twitter Tips:• Retweet content from clients and news which keeps the account active and will gather followers• Use #hash tags to start topic groups• Talk directly to people (conversation)• Dont discuss sensitive information• Link to outside content• Live tweet from events• Avoid using ALL CAPS• Don’t SPAM• Check frequently• Have a STRONG password• Post pictures and videos
    44. 44. When to use Twitter for business:Do you post on the weekend?ORIs this you on the weekend?
    45. 45. When to use Twitter:Twitter engagement rates for brands (B2B & B2Cmixed) are 17% higher* on Saturday and Sundaycompared to weekdays.On average, only 19% of the brands’ tweets werepublished on the weekend. If a brand spaced itstweets out evenly throughout the week, then28.6% should occur on the weekends.Look at your website analytics to see how muchtraffic you get on the weekends, it will be anindicator for when you should be on social media.*Source: Buddy Media | June 2012
    46. 46. When to use Twitter:Tweets published during “busy hours” (8 a.m. and 7 p.m ) performed bestwith 30% higher engagement rates than those that occurred after-hours.Twitter posts on “non-busy hours” get 24% lower engagement.Keep in mind the time zone of your audience to post on their time.If you have to post bad news schedule it to post on Saturday in themiddle of the night (2am ). That way the least amount of people will seeit.*Source: Buddy Media | June 2012
    47. 47. Twitter Best Practices:- Keep Tweets to less than 100 characters- They get a 17% higher engagement rate than longer tweets- Tweets with links have an 86% higher retweet rate than Tweets sanslinks- Make sure the link works before you post it. In 92% of cases, BuddyMedia determined it was because they didn’t insert a space before thelink We also find people add a period . after the linkCheck out this great link Be part of the conversation, but respond quickly and think about yourreply carefully, even a negative Tweet about your company could havebenefit- Don’t always follow the rules, see what your audience needs and adapt*Source: Buddy Media | June 2012
    48. 48. Twitter Best Practices:- Tweets with hashtags get 2x the engagement of those without, only24% of tweets during the time of the study used them- Using 1 or 2 hashtags is fine, but if you add a 3rd, you’ll see an average17% drop-off in engagement- Posts with images have double the engagement of those without eventhough users can’t see them until they click on them. We’ve foundimages with human faces get more engagement then other types ofpictures.- If you ask followers to “RT,” you’ll get a 12X higher retweet rate than ifyou don’t- If you spell out the word “retweet” that figure jumps to 23X- Search for mentions of your company, brand, products*Source: Buddy Media | June 2012
    49. 49. Twitter Strategies: Content- Provide good content & users will share it- Use webinars and whitepapers to educate and PULL traffic- Always push/pull people back to your site- Respond to questions quickly- Celebrate your users (praise loyal fans and thank them)- Follow quality people- Get a good mix of business and personal (60/40)Goal- To be the expert- Branding- Lead Generation- Quality Traffic
    50. 50. 2012 vs. 2013 activity for Adam Sandler on Twitter (it’s the same)
    51. 51. What not to do 1. McDonalds Promoted Trend Goes WrongJanuary 2012, McDonalds ran a paid promoted trend using the hash tag#mcdstoriesUsers posted their horror stories. McDonald’s had no recourse.McDonalds later admitted that "#mcdstories did not go as planned.“What can we learn = Think your campaign through!
    52. 52. What not to do2. Bad Timing = InsensitiveAmerican Rifleman posted this tweet during a shooting spree at a movie theater inColorado.What can we learn = Check to see what’s going on online and apologize whennecessary.
    53. 53. What not to do3. Mixing up public and private accountsKitchen Aid’s social media staff mixed up their Twitter accounts andposted from the company’s account insteadObamas gma even knew it was going 2 b bad!She died 3 days b4 he became president.#nbcpoliticsWhat can we learn = Check to see where you’re posting from and/or don’t postsomething offensive.
    54. 54. What not to do 4. Working with the wrong peopleMacy’s partnership with Donald Trump was put to the social media test whenDonald offered to pay $5 million for President Obama’s college records and passportinformation. Macy’s Facebook and Twitter pages were bombarded with anti-trumpprotests. Macy’s gave in and broke ties with Donald.What can we learn = Be cautious of who you align your business with.
    55. 55. What not to do 5. Using an easy passwordThis month alone the following companies had their passwords compromised andsomeone else had control of their accounts.What can we learn = Use a really hard password, make sure only the right peoplehave it, change it on a schedule, don’t click on any suspicious links in messages.
    56. 56. The Negative1: Respond quickly and professionally the first you hear ofsomething negativeWhen it comes to social media, silence is often louder thanwords.2: Be GenuineIf your customer thinks the brand wronged them in some waytake care of the problem, respond immediately, look into it,and follow-up. If there is responsibility that needs to beaccepted then OWN it and let your customers know. On socialmedia it’s just not one customer that is listening, it could be theentire world.
    57. 57. The Negative3: Embrace criticism and run with itListen, ask, listen again, ACT … then do it all over again. THATis how you turn criticism into the chance for ongoingrelationships and a better relationship with your audience4: If it’s someone elses negativeit’s an opportunityOreo used the Super Bowl blackoutto bid on the keyword and promotethemselves with humorYOU CAN STILL DUNK IN THE DARK
    58. 58. Set up a FacebookCompany Page• Complete your profile• Share relevant content from blogs, news, etc• Upload pics and videos to tag and send• Assume anything posted can be seen by everyone• Dont put anything up there you wouldnt be comfortable with• Add ALL of your Social Media links to your profile so people can find you• Be fun and interesting
    59. 59. Facebook: Private Groups- Private groups are notsearchable through Facebook- People must friend the adminand then be approved to join- Discussions are closed andnot indexed or shop in resultsBenefits- Customer group discussions- Online focus groups- Engage a targeted vertical- VIP group
    60. 60. Facebook: Best Practices- Facebook uses “pay to play” to reach 100% of your followers- We typically see a reach of 10-15% of likes seeing the message- Don’t post from third party systems, as Facebook will purposelyreduce your exposure potential- Post through Facebook whenever possible- Post with images, human faces perform better- Don’t always follow the rules, see what your audience needs andadapt- Search for mentions of your company, brand, products- Post during your target audiences business hours
    61. 61. Google+- 500 million users*- Active users are mostly male and tech first adopters(engineers, programmers, IT)RJ Metrics reports*:- 30% of users who make a public post once never do so again- Average post on Google+ has less than one reply, reshare and +1- There’s a 15% chance that a user will not post publicly again even afterposting publicly five times.- Average time between posts is 12 days for active users.- The average number of public posts per active users declines steadilymonth after month.*Source: Google(200 million as of June 2012)**Source: RJ Metrics
    62. 62. Google+RJ Metrics reports*:In contrast, a report found that:52% of Facebook users and 33% of Twitter users engagewith the platform dailyScore found** that Google+ users spent an average of 3.3 minutes on the site inJanuary vs. 7.5 hours for Facebook.Does this mean it should be ignored?No. If your target audience is male early adopters then it has value. Treat it likeFacebook, since most people use it for non-professional purposes.It also has value for SEO since Google includes Google+ results in it’s results at afar higher rate then it should organically.*Source: Pew Internet & American Life Project**Source: Score
    63. 63. Social AdvertisingFacebook, LinkedIn, and Twitter all have ad options:Facebook:Targeted banner ads, sponsored storiesCosts start at a pennyPromoted PostsLinkedIn:Targeted ads & video adsMinimum $10 a dayTwitter:Promoted Tweets targets a specific tweet with keywordsPromoted AccountPromoted Trends ($200k a day)Enhanced Profile PagesStill early in the rollout – USA onlyMinimum spend $5k for business accountsSmall business accounts need to be pre-approved by American Express
    64. 64. Social Media ToolsManagement: HootSuiteIt’s a social media dashboard for social media management,scheduling, and tracking. It’s a SaaS application so you havenothing to download and available from anywhere withinternet access and a browser.It allows you to post message, schedule posts, and manageall your social messages from one interface.
    65. 65. Social Media ToolsTracking: GetSqueezeTracking social media links is problematic. A good solution isshortened trackable URLs. We use GetSqueeze and havefound our missing clicks that Google Analytics doesn’t tell usabout. Anyone who attended the workshop will get a freeGetSqueeze account.
    66. 66. Social Media ToolsFliptopSocial research tool. It allows you to upload a list of emailaddress’ or Twitter @names and it produces a list of all theassociated social media accounts and some additionalinformation with about a 60% success rate.You only get charged for the successful user completionsUS$0.10 a match.
    67. 67. Social Media ToolsFliptop:It gives you more ways to reach your audience.
    68. 68. Social Media ToolsAutomated Twitter ToolWe use an automated tool forspecific Twitter keywordsearches.Based on a set of keywords itbuilds a list of everyone whoused those keywords in aTweet.This is a free tool developedby @mhawksey
    69. 69. Social Media ToolsUses for Automated Twitter SearchGreat for events when you want to mine the data forpossible attendees’ to message them to drive them to yourbooth.Generate a leads list around a topic OR to generate listsaround people who mention your brand, products, services.Combine those names with Fliptop and you can gather therest of their social media information.
    70. 70. Social Media ToolsSocial Search: Topsy.comTopsy is a social network search engine. It searches throughthe social networks and provides results. Right now it indexesTwitter and Google+. Lots of filters and options allow you tomake detailed searches and create email alerts for eachsearch.
    71. 71. Mobile DevicesWith higher and higher use of mobile devices we run intotracking problems. Shortened URLS are necessary to trackposts efficiently on mobile. For B2C we’ve seen increase ofup to 40-50% of visitors on mobile, and they are buying onmobile. B2B we see from 15-25% on average. Most popularmobile devices are iPads followed by iPhones. iPads providea near full viewing experience like a laptop or desktop.
    72. 72. Take Away• Set up your LinkedIn, Facebook, Twitter, and Google+ pages• Commit 20-30 minutes a day to it - AND HAVE PATIENCE• Add me on LinkedIn: and recommend this workshop if you liked it! I will add you back.George Gilesgeorge@agencyfour.comTwitter @agencyfourCompany http://agencyfour.comLinkedIn