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Social Media: Creating an Effective Digital Strategy
1.
2.
3. Drives Traffic – engaging content encourages linking
Reputation Management – a great listening tool
Brand Recognition
Blended Results – your content on other sites gets ranked,
other content types appear in Search Engine Results
4. You must be willing and able to engage
Requires constant attention and interaction
Honest / Authentic message
Conversation not Conversion
Interacting not Advertising
5. Don’t Spam
Be Respectful & Friendly
It’s OK to be a “Real” Person
Provide Quality Content – The purpose of these sites
is to share relevant content.
You’re there to establish a relationship, not just to
make a sales pitch.
Social Media Policy – many companies are
implementing these now.
Use your “What if my mother saw this?” filter
7. Useful Research Sites and Tools
WhosTalkin.com
SocialMention.com
Technorati.com
blogsearch.google.com
BoardReader.com
search.Twitter.com
8. Find Your Market
Find Your Voice
Define Goals
9. Find Your Market What are they saying about:
Your brand
Services in general
The industry
Your competition
Their problems, complaints
Their hopes, dreams, what makes them happy
Find Your Voice
Define Goals
10. Find Your Market
Find Your Voice
Humor
Controversy
Information
Educational
Define Goals
11. Find Your Market
Find Your Voice
Define Goals
Improve reputation
Increase visits/traffic
Increase leads
Generate awareness
Build relationships
Build trust
Focus groups
Combat negative comments
Customer service
12. Focus on goals
Who and How Often: Schedule
Join Conversation First, Then Convert Them
13. Who?
One or more people?
Who will it come from?
Who will be the admin?
Use internal resources
How often?
Set a schedule and stick to it
What is natural?
93% of marketers use social
media, 58% 6 hours or more
Twitter Tools
Sendible.com
HootSuite.com
Facebook Tools
Socialoomph.com
sendible.com
14. Features
Know the basic commands (hashtag, retweet, like, etc.)
Create custom apps
Hide time wasting apps
Know how to login, post updates, act as PAGE
Best Practices
Don't spam
Create social media policy (rules and ethics)
Don't retweet too much
Remember to use keywords
Create content that is useful
Share useful links
Establish a relationship, don't just give the sales pitch
15. Which Social Media Sites are right for my business?
Facebook
Twitter
LinkedIn
Pinterest
Flickr
YouTube
StumbleUpon
Delicious
Yahoo! Answers
Digg
Niche Sites
Start your own social network – Ning.com
16. Create keyword rich and interesting profiles so you
appear in more searches
Use what you learned from listening/monitoring
Use your brand and/or keywords as your username
Create custom backgrounds and avatars
Setup tracking on all accounts, where possible, and
track initiatives
17. HootSuite
TweetDeck
Phone Apps
TweetDeck
QR Code Scanners
Network Specific
(Facebook, Twitter, LinkedIn)
18. General Tips
Share with existing friends
Reciprocal befriending
Send email invite
Be interesting
Deliver value
Follow industry leaders
Link to your profiles from site
Add “Like” button
http://developers.facebook.com
19. Product/service announcements
Sell – share coupon codes/links
Talk around the brand
Cutting edge news
Contests
Customer service
Listen and respond
Periodic tips
Seasonal tips/info
20. Setup Google Alerts to
show mentions of brand
http://www.google.com/alerts
Most social media sites
have a metrics tool
bit.ly
Google Analytics
21. Don’t focus on proving direct ROI
Benefits are often secondary or tertiary
Focus on interaction, value of content, not numbers
Focus on Branding
Measure actions and engagement, not just size of
network
Track your time/costs
22. Baseline Data
How many fans, followers, bookmarks, etc.
Referrers
Number of meaningful comments/interactions
Subscribers & Interactions
Interaction – are users engaging in a conversation?
Twitter: retweets, answering questions, driving traffic to site,
increasing followers?
Facebook: likes, comments, wall posts, mentions?
YouTube: views, comments, embeds?
Conversions – are your leads increasing?
Search engine traffic – increasing, adding to the long tail?
Retention rates, Repeat business
23.
24. Create a presence
Personal Profile
No Commercial Activity
Facebook Group
For a quick discussion, or
attracting quick attention
Main benefit: you can direct
message your members
Not indexed by search engines
Facebook Page
For long term relationships
Multiple admins allowed
Indexed by search engines
http://www.facebook.com/pages/create.php
26. Be searchable – consider setting profile to public
Control who sees what with Friend Groups and
Custom Privacy Settings
Account > Privacy Settings > Customize Settings
Connect with industry leaders/influencers
Join groups in your market/network
Follow limits - 5000 friends, unlimited fans
27. Link/Logo on site
Link/Logo in email signature (digital), print materials
(traditional)
Send Email Request
Act as page, interact on other pages
“Like” other pages/content, as company
28. How to leverage Facebook:
Brand awareness
Lead generation
Introduce a product or campaign
Improve reputation
Collect data/content
Keep an ongoing dialogue
29. How to do it, and Drive more traffic:
Run promotions
Create polls
If a user interacts with your page, it shows up on
their “wall” = free advertising
Create events that users can RSVP to
Best times for business use:
Tuesday & Wednesday (yours may vary, so test)
30. ● Online Resume
● Online Networking Opportunity
● Lead Generation Tool
● Recruiting Tool
● Builds Valuable Connections with Others in
Related Fields (Doctors, Attorneys, Real
Estate…)
31. ● Over 150 million members
● As of December 31, 2011 (the end of the fourth
quarter), professionals are signing up to join
LinkedIn at a rate that is faster than two new
members per second.
● Executives from all Fortune 500 companies are
members
● Over 2 million companies have LinkedIn Company
Pages
32. Pros
Great Content
Free Research Tool
Recommendations = Credibility
Global Reach
Cons
Spam Requests for Connections
Paid Subscription $19.95/mo and up
Email Overload
Too Much Privacy = Invisibility or Mistaken Identity
33. ● Online resume
● Goal is to be 100% complete
● Use keywords
Position
Industry
Updates
Websites
Twitter Account
34. Add Company Profile:
linkedin.com/companies
Get recommendations
Customize your links to draw
interest
Can share updates on Twitter
and vice versa
Custom URL
Add applications
37. Reply to status updates
View profile stats
Privacy settings
38. Control who sees your activity
Control what others see when you’ve viewed
their profile (can make this anonymous)
Select who can see your connections
Control type of email, frequency and who can
send invitations
39. Follow Company
Connect personal profile to company as current
employer.
Add LinkedIn Company Follow Button:
developer.linkedin.com/follow-company
40. Contacts > Add Connections
Add Connections:
Import email list
Invite people you know to join
Colleagues
Classmates
People you may know
People you just met
41. Get as many connections as possible
Search companies and connect to employees
Find industry leaders
Get business card = request connection
Make it personal
Reply when accepting a connection
Include your LinkedIn URL:
Email signature
Business card
Web site
Facebook profile
Print materials and other traditional media
42. “Add To Network”
“Get Introduced”
Pro – More Personal
Con – Can Take Time if all parties aren’t frequent users
Con – Limited to 5 Introductions with Free Version
43. Credibility
Digital version of a traditional
referral
Make recommendations
Profile > Recommendations > Sent
Recommendations
Request recommendations
Profile > Recommendations > Request
Recommendations
44. Career/job postings
Start discussions
Status updates show in email messages
events.linkedin.com
Join groups and contribute to Q&A
46. Groups > Groups Directory
My Groups
Following
Groups You May Like
Groups Directory
Create a Group
47. Get information
Network
Learn about market and their needs
Avoid constant self promotion
Offer solutions to fix problems
48. Discussions
Reply
Ask
Send detailed email privately
Members
Promotions
Jobs
Search
49. Meet a need
Share articles
Share links to your site content
Notify of upcoming events
50. Use keywords in group name/description
Add your company website to the group
Add your blog
Send a weekly message
51. More > Answers or Linkedin.com/answers
Similar to the Q&A in groups, but not limited to
the group
Search answers
Ask questions (ask 10 per month)
Answer questions
55. More > Get More Applications…
Share presentations
Share reading list
Post blog
Events
Company buzz (track mentions)
56. 10 – 30 minutes/day
Create a habit (21habit.com)
Control Email Notifications
Start on “Home” page
View updates
Statistics
Review Groups
Daily or Weekly Email or Groups Tab
Contribute
Check Inbox
Email notifications or on site
Send email blast
Connect with people you just met
Post status update
60. Use various tools to find Twitter users to follow
twellow.com
Twitter search “Who to Follow”
Follow well known Twitter users
Twitter lists
Follow people that engage and influence
Who do the industry leaders follow or RT or mention
frequently?
Block “Adult” accounts that follow you – they can damage
credibility
Follow back those that follow you
Don’t auto follow everyone back
If you follow too many people, it can be too noisy
Follow who your network is following
Find local users: Cincinnati Twitter List/Database
61. Twitter Commands
#hashtags
@replies
RT’s (Retweets)
Use your account
Who’s retweeting your content?
Who’s mentioned you?
Trending topics – what’s hot?
Add Retweet Button to your blog / other content
http://tweetmeme.com/about/retweet_button
62. Leave space at end for
retweets
Hashtags
#Followfriday
Virtually attend an event
Use of hashtags makes you
look like a fluent tweeter
Block spammers, or report to
@spam on Twitter
Retweet feature shows you
who Retweeted
63. Product testing
Create an online persona
Be entertaining
Respond within 24 hours
Post links to your content
People love lists
Use trending keywords
Contests, prizes are often shared
Allow users to share
Launch a help center
64. Personal Page
Builds personal brand
Establish authority
Business Page
Click “Create a Google + Page” in right
sidebar
Click Settings link to customize page
settings
65. Send invitations
Create circles
Stream > Notifications
Who’s added you to their circles. Add
back if relevant.
66. Establish your personal brand and
your business as an authority
Authority = strong ranking signal for
Google
“What’s Hot” – adjust how much shows
up in your stream
View Ripples to learn about influencers
67. Use social media to listen and learn from
network, about market, about competition
Authentic message
Constant attention
Be engaging
Evolve