Advanced Social Media - AAM Philadelphia


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    Dear Jessica,

    I wrote you earlier but you did not respond to my mail. Like I wrote you earlier, I am Attorney Matiko Timbo, a lawyer by profession, based in Lome - Togo. In my first mail I mentioned to you about a late client of mine (a native of your country) who died with his wife and only child in an accident On the 21st of April, 2005, without any disclosed relative. I need your urgent assistance claiming the sum of U.S. $ 12,500,000.00 million belonging to my late client, which is deposited in a bank Togo. He was my client and a major supplier contractor for big oil companies.
    I am contacting you due to the similarity of your surname with my late client. Therefore, I am calling your attention because that the bank asked me to bring his closest kin.
    Indicate your interest by writing back directly to my e-mail: ( for more details.


    Barrister Matiko Timbo (ESQ.)
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Advanced Social Media - AAM Philadelphia

  1. 1. AdvancedSocial MediaAAM PhiladelphiaApril 12, 2012
  2. 2. About MyAbout Me Company Hashtag:    #AAMKT   @Jessicalevin  
  3. 3. Strategy Engagement   Growth   Rela=onships   Goals  
  4. 4. Strategy Listening     Awareness   Serving   Objec=ves  
  5. 5. What Do You Want to Discuss Today?
  6. 6. Just the Facts•  B2B Marketers allocate approximately 26% of their budgets to content marketing•  The biggest challenge facing content marketers (36%) today: Producing Engaging Content•  51% of content marketers plan to increase their budgets over the next 12 months•  Source: Marketo
  7. 7. Just the FactsThe most popular content marketingtactics used by businesses today include: •  Social Media (79%)•  Article posting (78%)•  In-person events (67%)•  eNewsletters (61%)•  Case Studies (55%)Source: Marketo
  8. 8. Content + Engagement =
  9. 9. B2B or is it really P2P?People Do Business with People!
  10. 10. •  Do you have a Social Media Policy or Plan?•  How many staff do you have available for your SM team (IT department, marketing pros, general admin, etc.)?
  11. 11. Uses of Social Media•  Marketing/Branding (personal and corporate)•  Customer Service –  Monitor, Listen, Respond•  Community Building Tip:    Avoid  social  media   fa=gue  starts  with   –  Learning, Listening, Sharing knowing  WHY  you  are   using  it.  •  Relationship Building•  Entertainment
  12. 12. A"ributes   Facebook   Twi"er   YouTube   LinkedIn   Google+   Blog  Professional   x  Only  People  you   x   x   x  know  New   x   x   x  connec=ons  Event-­‐centric   x   x   x  Time   x  consuming  Formal   x   x   x   x   x  Informal   x   x  Marke=ng   x   x   x   x  Educa=on   x   x   x   x   x   x  High   x   x   x  Engagement  Listening   x   x   x   x   x  
  13. 13. A Social Leader.Go to the people. Learn from them. Live with them. Start with what they know. Build with what they have. When the best leader’s job is done, when the task is accomplished, the people will say we have done it ourselves. -Lao Tzu
  14. 14. It starts offline.•  Measure BUSINESS Metrics First –  Phone calls –  Meetings –  Proposals –  Increased attendance –  New Sponsors –  Money Saved –  New Clients
  15. 15. And THEN we look at the online…•  Objective v. Subjective = Numbers v. Conversation•  Objective KPI –  Interactions/Conversation •  Retweets, Shares, Hashtag Usage, Mentions –  ID Community Leaders –  Positive Comments/Feedback –  Likes/Followers (note we put this last!)•  Reporting
  16. 16. Monitoring•  Google Alerts•  Yahoo Alerts (Yes, really)•  Social Mention•  Radian 6•  Vocus
  17. 17. Tools – Metrics•  Google Analytics•  Twitter Reporting –  HootSuite – (or other URL shortener) –  Tweetdeck•  Blog Comments•  YouTube Hits/Subscribers•  Facebook Insights –  Likes/Reach/Comment
  18. 18. Reporting Tips•  Share a content piece that generated a lot of hits.•  Report on lead captures or conversions.•  Give a summary of the most popular discussions on a topic•  Ask leadership to participate! Make your community something the whole company is invested in, and working together to make succeed. -“Social Media Today”
  19. 19. •  What  do  you  want  to  accomplish?  Goals  and   Strategy   Objec=ves?   Strategy •  Based  on  your  goals  and  resources  which  channel(s)   Evalua=on   are  best  for  your  organiza=on?   Planning •  How  are  you  going  to  accomplish  your  goals?   Planning   Scheduling,  etc.   Access Implementa=on   •  Just  Do  it!   Measure   •  What’s  working?  What’s  not?  
  20. 20. Content Marketing ChecklistFactor   Things  to  Consider  Goal   Arac=ng  new  aendees?  Keep  ‘em  coming  back?  Time  Available   How  much  =me  does  the  channel  take  per  day/week/month?  Audience   Where  does  your  market  get  it’s  content?  Time  Sensi=vity     How  quickly  does  you  message  need  to  get  out?  Technical     Is  programming  involved?  Will  training  be  needed?  Budget   Do  you  have  money  to  outsource  wri=ng,  etc.?  
  21. 21. Mommy,Where DoesContent Come From?
  22. 22. Who Provides Fuel for Thought?•  Attendees•  Vendors•  Staff•  Speakers•  Competitors (Coopetition)•  Industry•  Government•  Random
  23. 23. Content Sources•  Twitter, Facebook, LinkedIn, Google+•  Magazines•  Newspapers•  Blogs•  Suggestion Tools (Zite, Feedly, Stumbleupon)•  Conversations•  TV/Radio
  24. 24. Management Tools•  Hootsuite•  Wildfire App•  Roost•  Buffer
  25. 25. Social Media Checklist•  Are you following clients/prospects/COIs•  Are you starting conversations?•  Are you finding out their interests?•  Do they feel welcome connecting with you?•  Are you sharing VALUABLE content?•  Are you human?
  26. 26. Human Behavior
  27. 27. Times Change. What the Heck is Timeline?
  28. 28. Visit the history of your organization or event. When were you founded? Celebrating an anniversary? Timeline makes the past accessible! Display custom tabs for better engagement! Pin a post to the top of the pagefor better visibility. Like pages of interest to your audience.
  29. 29. YOUR Story: Cover Picture•  851 × 315 pixels•  Different for Profile Picture•  Change/Rotate (Before, During and After)•  No Promotion/Contact Info
  30. 30. Three Ways to Connect Feature   Personal  Profile   Business  Page   Group   Timeline   Yes   Yes   No   Connec=on   Friend     Like   Invite   Closed)   (Open)   (Open  or  Closed)   Events   Yes   Yes   Yes   Updates   Owner   Admin   Member   Write  on  Wall   Full  control   Full  Control   Full  Control   Apps   Games,  ac=vity   Drive  custom   No   tabs   Docs   No   No   Yes   Photos  Tagging   Yes   Yes   Yes   Chat   Yes   No   Yes  
  31. 31. Customization••••  Involver.comExample of Visit Salt Lake City using ShortStack to create a customized contest.
  32. 32. Targeted Messaging
  33. 33. Facebook Ads Promote Your Page With Facebook Ads
  34. 34. Live Stream Even Facebook uses Livestream to bring their event to remote attendees!
  35. 35. Coming Soon: Facebook OffersSoon you will be able to givediscounts via Facebook Offers Offer will be sent to email addresses connected to Facebook account.
  36. 36. EdgeRank and Engagement “How does News Feed determine which content is most interesting? The News Feed algorithm uses several factors, including:how many friends are commenting on a certain piece of content, who posted the content, and what type of content it is (e.g. photo, video, or status update). If you feel you are missing stories youd like to see orseeing stories in your News Feed that you dont want tosee, use the different News Feed controls to adjust your settings and give us feedback about your preferences.”
  37. 37. Google+•  100 million users•  Search heavy•  Personal and Business Pages•  News and content•  NEW
  38. 38. Google+ What’s New?
  39. 39. LinkedIn
  40. 40. Twitter
  41. 41. Blog
  42. 42. “The Speaker Who Won’t Leave” Jessica  L.  Levin,  MBA,  CMP   President  and  Chief  Connector   Seven  Degrees  Communica=ons   @jessicalevin   908-­‐912-­‐4418