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2010 aima social media sig luncheon

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AiMA Social Media SIG Fall 2010 lunch presentation -
Best Practices in the Big 3:
Twitter, Facebook and LinkedIn

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2010 aima social media sig luncheon

  1. 1. Best Practices in the Big 3: Facebook, LinkedIn and Twitter<br />
  2. 2. Linked-in Best Practices <br />David Tuttle<br />
  3. 3. Audience<br />75M+ members<br />+3M / month, 1 new member / second<br />EU: 22%<br />CAN: 4%<br />IND: 8%<br />USA: 52%<br />BRZ:2%<br />AUS: 2%<br />
  4. 4. Audience<br />Top 5 U.S. Metro Regions<br />Greater New York City Area<br />Greater Los Angeles Area<br />San Francisco Bay Area<br />Washington D.C. Metro Area<br />Greater Chicago Area<br />Top 5 Non-U.S. Metro Regions<br />Amsterdam Area, Netherlands<br />London, United Kingdom<br />Brussels Area, Belgium<br />Copenhagen, Denmark<br />Paris Area, France<br />Top 10 Industries<br />Information Technology & Services<br />Computer Software<br />Financial Services<br />Telecommunications<br />Marketing & Advertising<br />Banking <br />Accounting<br />Real Estate<br />Education Management<br />Hospital & Health Care<br />4<br />
  5. 5. Your message dynamicallyadapts to the viewer (Gold only)<br />Your featured recruiters<br />Company culture video<br />Job postings targeted to viewer for relevance<br />5<br />
  6. 6. Ads<br />Reach your ideal audience with precision<br />Your ads stand out on LinkedIn pages<br />Maximize impressions by reaching the right audience<br />
  7. 7. Case Study: Dell<br />Recruitment Insights<br />Objective:<br /><ul><li>Understand software developer opinions of Dell as an employer
  8. 8. Measure change in opinions after the LinkedIn campaign</li></li></ul><li>Dell Company Page<br />Dell Alumni, Get Connected by Joining Dell<br />Watch Now<br />Your Workday <br />at Dell<br />Recruiters at Dell<br />Dell Employee Spotlight<br />Survey Results Influenced Ultra-Targeted Advertising Campaign<br />SURVEY<br />Ad Units<br />We are hiring<br />We have open positions in Research, Sales, Finance<br />Company page<br />Featured question<br />
  9. 9. Advertising was Followed With Direct Sourcing<br />RECRUITER<br />TALENT DIRECT<br />LinkedIn Partner Message from Dell<br />Join Our Team!<br />We have open positions in Research and Sales<br />
  10. 10. Aware Dell’s hiring software engineers<br />+100%<br />Results:<br /><ul><li>Awareness of hiring increased +100%
  11. 11. Willingness to consider jobs increased +50%</li></ul>“The end goal wasn’t to hire people but to change minds regarding Dell as an employer of choice with software developers; but we received much more”<br />–Dell Senior Talent Acquisition Manager<br />Likelihood to consider a job at Dell<br />+50%<br />
  12. 12. Facebook Best Practices <br />Chad Estes<br />
  13. 13. Why is Facebook important to my brand/company?<br />
  14. 14. Facebook Statistics<br />Facebook has more than 550 million users - 50% of its active users log in every day.<br />If Facebook was a country, it would be the 3rd most populous country.<br />More than 1 billion pieces of content are shared each month. <br />Facebook adds 1.2 million users every day.<br />Statistics, Facebook, Oct. 2010<br />
  15. 15. Engagement Statistics<br />The average Facebook user:<br /><ul><li> spends 55 minutes per day on Facebook
  16. 16. creates 90 pieces of content a month</li></ul>Statistics, Facebook, Oct. 2010<br />Click-through rates for wall content on brands’ Facebook pages are as high as 6.49%, as compared to 0.10% for online display ads. <br />Facebook’s Click-Through Rates Flourish.. for Wall Posts, Ad Age, Aug. 2009; <br />“Measuring the Effectiveness of Online Advertising: Lessons Learned”, comScore, Sept. 2010<br />The average Facebooker is a fan of 10 page, the bulk of which are in media/entertainment properties, causes or charities, and fashion/luxury goods.<br />“Facebook and Brands” Survey, DDB, Oct. 2010<br />
  17. 17. Why?<br />
  18. 18. Connect and Share<br />
  19. 19. Evolution of Content<br />Publishing<br />Consumption<br />
  20. 20. Evolution of Content<br />
  21. 21. Obligation to Consume<br />Inbox Bad…<br />News Feed<br />Good…<br />
  22. 22. Marketing Goldmine<br />Thoughts<br />Location<br />Targeting<br />
  23. 23. Brand Statistics<br />Two thirds of comScore’s U.S. Top 100 websites have integrated with Facebook.<br />Half of comScore’s Global Top 100 websites have integrated. <br />1.75 million “fan” pages have been created to date.<br />Statistics, Facebook, Oct. 2010<br />
  24. 24. How should I use Facebook?<br />
  25. 25. Key Facebook Components<br />Personal Profile<br />Public Profile (fan page)<br />friend<br />friend<br />fan<br />page<br />
  26. 26. Key Facebook Components<br />Events<br />Groups<br />Apps<br />
  27. 27. Key Facebook Components<br />Places<br />Open Graph Objects<br />
  28. 28. Page Strategy<br />Identify Objectives<br />Create Strategy<br />Build Page<br />Build Fans<br />Engage Fans<br />
  29. 29. Facebook Ads<br />EngagementAds<br />Growth<br />Targeting<br />
  30. 30. Internal Commitment<br />Serious Business<br />
  31. 31. Content Strategy<br />
  32. 32. Importance of News Feed<br />Wall Posts have 110x the reach of pages<br />psst - that’s over 10,000% more!<br />
  33. 33. Where do I find more resources?<br />
  34. 34. Facebook & Industry Blogs<br />On Facebook<br />http://blog.facebook.com<br />http://facebook.com/facebookpages<br />Industry Blogs<br />
  35. 35. Industry events<br />
  36. 36. Additional Resources<br />Pretty much anybody<br />
  37. 37. Twitter Best Practices <br />Bianca Buckridee<br />
  38. 38. Brand Listening<br />Understand it first <br />then…<br />…participate in a way that is relevant and Builds your Brand<br />
  39. 39. Strategy<br />What are you going to use for???<br /><ul><li>Customer Support
  40. 40. Product Promotion/Sales
  41. 41. Reputation Management
  42. 42. Sharing information</li></li></ul><li>Defining Objectives<br />Example: @askSunTrust Service Channel <br /><ul><li>Build relationships with relevant audiences
  43. 43. Provide a low-barrier channel for clients to interact
  44. 44. Engage dissatisfied clients and help alter negative perceptions
  45. 45. Create a “human” voice for the brand</li></ul>We need…<br />…to be where our consumers are. <br />…listen, learn and interact with them.<br />…then we need to engage them.<br />
  46. 46. Business Uses/Basics for Social Media Virgins<br />Your brand isn't what you say it is – <br />it's what people tell their friends it is. <br />It isn’t what they say to you.<br />It’s what they say about you.<br />Word of mouth <br />is powerful<br />Meet consumers where they are<br />Humanize the brand<br />At SunTrust, we use social media to:<br />Interact<br />Build appreciation<br />Build affinity & loyalty<br />Extend our reach<br />
  47. 47. SunTrust Client Service Channel Examples<br />Identify Issues<br />Compliments<br />Share Information /<br />Ask Questions <br />
  48. 48. Business Basics for Social Media Virgins<br /><ul><li>Social Media will not save you, it’s just a piece of the pie.
  49. 49. The power of Twitter lies in your sharing, not your selling.
  50. 50. Learn the art of conversation.
  51. 51. Take time in building your social presence.</li></ul>“What's worst: my competitors knowing my plan or my employees not knowing the plan?”<br />

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