@eric3000
How Your
Startup Can
Use Social
Media for REAL
RESULTS!
@eric3000!
@eric3000
Where You Can Find Today’s
Slides!
http://www.bit.ly/emetelka!
@eric3000
Introductions!
☐	
 Name!
	
 
☐	
 What you’re working on!
	
 
☐	
 Goals for today!
!
!
@eric3000
I'm Eric Metelka, Community Manager at G2
Crowd. I am a former management consultant
and the former digital mark...
@eric3000
My Goals for Today!
Ø  You are able to target communities of
your audience online!
Ø  You can optimize your po...
@eric3000
What I’m Going to Cover!
☐	
 Introduction – 10 mins!
☐	
 Strategy – 20 mins!
☐	
 Engagement – 30 mins!
☐	
 Measu...
@eric3000
Strategy!
@eric3000
Audience Targeting!
@eric3000
Where Is My Audience?!
•  Form hypotheses of possible targets -
personas!
•  Find a micro-community of the targe...
@eric3000
Who Follows Your Competitors!
@eric3000
Sort by Authority!
@eric3000
How to Measure Authority!
•  Number of followers!
•  Number of retweets!
•  Klout score!
•  Kred score!
@eric3000
Double-Sort by Retweets of Others!
@eric3000
Engaging	
  
Listening	
  
Crea-ng	
  Sharing	
  
Curator	
  
The	
  brand	
  surfaces	
  and	
  shares	
  the	
...
@eric3000
The Importance of Having a Voice!
@eric3000
Engagement!
@eric3000
Social Media Communication
Guidelines!
•  Helpful!
•  Useful!
•  Timely!
•  Informative!
•  Relevant!
•  Practic...
@eric3000
@eric3000
@eric3000!
@eric3000
@eric3000!
@eric3000
@eric3000!
@eric3000
@eric3000
@eric3000
Posting Goals!
Post	
  for	
  Click-­‐
Through	
  
A	
  headline	
  that	
  makes	
  
people	
  want	
  to	
  kn...
@eric3000
@eric3000
@eric3000
Google+!
•  Rich content (like Facebook)…!
•  BUT in chronological order (like twitter)!
•  Algorithm promotes p...
@eric3000
@eric3000
Example: Kate Spade!
•  Facebook!
•  Twitter!
•  Tumblr!
•  Pinterest!
•  Blog!
LIFESTYLE BRAND!
@eric3000
Embrace Each Platform!
@eric3000
Keep Design Consistent!
@eric3000
Keep Design Consistent!
@eric3000
Don’t Just Share Your Own Stuff!
@eric3000
Measurement!
@eric3000
Customer	
  
Sa2sfac2on	
  
Social	
  Content	
  
Mobility	
  
Social Media Metrics!
Engagement	
  
Number	
  of...
@eric3000
Audience!
@eric3000
Traffic!
@eric3000
@eric3000
Engagement!
@eric3000
Revenue!
@eric3000
How Much of the Conversation Are
You Getting?!
Share of Voice = Your Mentions / (Total
Mentions for Competitive ...
@eric3000
@eric3000
@eric3000
Tools
@eric3000
Conclusion!
@eric3000
Target and Add Value to Micro-
Communities of Potential Users!
@eric3000
Know and Understand Your Brand
Voice!
@eric3000
Pictures, Questions, and Unique
Content Engages Users!
@eric3000
Don’t Just Share Your Own Stuff!
@eric3000
Social Media Impact = Share of
Voice!
@eric3000
Questions?!
@eric3000
Digital Marketing Reading List!
Ø Kissmetrics Blog -http://blog.kissmetrics.com/!
Ø Andrew Chen – http://andre...
@eric3000
Email: e.metelka@gmail.com!
Twitter: @eric3000!
LinkedIn: /in/emetelka!
Facebook: /e.metelka!
!
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How Your Startup Can Use Social Media for REAL RESULTS

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How Your Startup Can Use Social Media for REAL RESULTS

  1. 1. @eric3000 How Your Startup Can Use Social Media for REAL RESULTS! @eric3000!
  2. 2. @eric3000 Where You Can Find Today’s Slides! http://www.bit.ly/emetelka!
  3. 3. @eric3000 Introductions! ☐ Name! ☐ What you’re working on! ☐ Goals for today! ! !
  4. 4. @eric3000 I'm Eric Metelka, Community Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.! @eric3000!
  5. 5. @eric3000 My Goals for Today! Ø  You are able to target communities of your audience online! Ø  You can optimize your posts for each platform you share on – helping you cut through the noise! Ø  You understand how to measure social ROI!
  6. 6. @eric3000 What I’m Going to Cover! ☐ Introduction – 10 mins! ☐ Strategy – 20 mins! ☐ Engagement – 30 mins! ☐ Measurement – 20 mins! ☐ Conclusion/Questions - 10 mins! ! ✔
  7. 7. @eric3000 Strategy!
  8. 8. @eric3000 Audience Targeting!
  9. 9. @eric3000 Where Is My Audience?! •  Form hypotheses of possible targets - personas! •  Find a micro-community of the target and engage with them!
  10. 10. @eric3000 Who Follows Your Competitors!
  11. 11. @eric3000 Sort by Authority!
  12. 12. @eric3000 How to Measure Authority! •  Number of followers! •  Number of retweets! •  Klout score! •  Kred score!
  13. 13. @eric3000 Double-Sort by Retweets of Others!
  14. 14. @eric3000 Engaging   Listening   Crea-ng  Sharing   Curator   The  brand  surfaces  and  shares  the   most  interes2ng  content  shared  by   its  audience  who  appreciates  the   chance  to  reach  a  large  audience     Tastemaker   The  brand  creates  engaging  content   that  dictates  trends  to  its  fans  and  a   broader  audience   Conversa-onalist   The  brand  is  great  at  conversing  with   its  audience  which  is  looking  for  two-­‐ way  communica2on  and  customer   service   Explorer   The  brand  is  experimen2ng  with   ways  to  interact  with  its  audience  by   seeing  what  content  creates   engagement     Social Media Brand Personality Matrix!
  15. 15. @eric3000 The Importance of Having a Voice!
  16. 16. @eric3000 Engagement!
  17. 17. @eric3000 Social Media Communication Guidelines! •  Helpful! •  Useful! •  Timely! •  Informative! •  Relevant! •  Practical! •  Actionable! •  Generous! •  Credible! •  Brief! •  Entertaining! •  Fun! •  Occasionally funny! Posts  and  tweets  should  have  as  many  of  these  a2ributes  as   possible  
  18. 18. @eric3000
  19. 19. @eric3000 @eric3000!
  20. 20. @eric3000 @eric3000!
  21. 21. @eric3000 @eric3000!
  22. 22. @eric3000
  23. 23. @eric3000
  24. 24. @eric3000 Posting Goals! Post  for  Click-­‐ Through   A  headline  that  makes   people  want  to  know  more   Post  for  Sharing   A  headline  with  a  complete   informa2ve  thought  
  25. 25. @eric3000
  26. 26. @eric3000
  27. 27. @eric3000 Google+! •  Rich content (like Facebook)…! •  BUT in chronological order (like twitter)! •  Algorithm promotes posts with high engagement! •  2048 px pictures are beautiful to share! •  Auto-generates hashtags! •  Easy to share in communities!
  28. 28. @eric3000
  29. 29. @eric3000 Example: Kate Spade! •  Facebook! •  Twitter! •  Tumblr! •  Pinterest! •  Blog! LIFESTYLE BRAND!
  30. 30. @eric3000 Embrace Each Platform!
  31. 31. @eric3000 Keep Design Consistent!
  32. 32. @eric3000 Keep Design Consistent!
  33. 33. @eric3000 Don’t Just Share Your Own Stuff!
  34. 34. @eric3000 Measurement!
  35. 35. @eric3000 Customer   Sa2sfac2on   Social  Content   Mobility   Social Media Metrics! Engagement   Number  of   followers   Ra2o  of  posts  to   comments   Total  content  reach   Customer   sa2sfac2on  scores   Content  Tone   Customer   sen2ment   Share  of  voice   Shares  and   retweets   Ra2ng  of  sites  featuring   shared  assets   Number  of  links   CTR  on  shared   content   Organic  men2ons,   replies,  and  retweets   Week  over  Week   growth  in  followers   Number  of  visits  via   social  referral   Share  of   Conversa2on   Klout  score  of  fans/ followers  
  36. 36. @eric3000 Audience!
  37. 37. @eric3000 Traffic!
  38. 38. @eric3000
  39. 39. @eric3000 Engagement!
  40. 40. @eric3000 Revenue!
  41. 41. @eric3000 How Much of the Conversation Are You Getting?! Share of Voice = Your Mentions / (Total Mentions for Competitive Companies)!
  42. 42. @eric3000
  43. 43. @eric3000
  44. 44. @eric3000 Tools
  45. 45. @eric3000 Conclusion!
  46. 46. @eric3000 Target and Add Value to Micro- Communities of Potential Users!
  47. 47. @eric3000 Know and Understand Your Brand Voice!
  48. 48. @eric3000 Pictures, Questions, and Unique Content Engages Users!
  49. 49. @eric3000 Don’t Just Share Your Own Stuff!
  50. 50. @eric3000 Social Media Impact = Share of Voice!
  51. 51. @eric3000 Questions?!
  52. 52. @eric3000 Digital Marketing Reading List! Ø Kissmetrics Blog -http://blog.kissmetrics.com/! Ø Andrew Chen – http://andrewchen.co! Ø Rand Fishkin – http://moz.com/rand! Ø SEOMoz blog – http://SEOmoz.org/blog! Ø Inbound – http://inbound.org! Ø Slideshare - http://www.slideshare.net/!
  53. 53. @eric3000 Email: e.metelka@gmail.com! Twitter: @eric3000! LinkedIn: /in/emetelka! Facebook: /e.metelka! ! Download Slides: www.slideshare.net/emetelka/! Sign up for

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