Social Media: Making Connections and Making Them Work

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Five umbrella rules for building successful a successful social media strategy for your brand, including knowing when to automate, minimizing self-promotion and learning how to tell a better story.

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Social Media: Making Connections and Making Them Work

  1. 1. Social Media: Making Connections & Making them Work #DCBKK October 20, 2013 Jodi Ettenberg Author, Speaker & Soup Eater www.jodiettenberg.com @legalnomads
  2. 2. Social Media: Making Connections & Making Them Work
  3. 3. Social Media: Making Connections & Making Them Work Today: Reframe your relationship with social media.
  4. 4. Social Media: Making Connections & Making Them Work Today: Provide practical advice on automating some aspects of social media -and when automation should be shelved for more human interaction.
  5. 5. Social Media: Making Connections & Making Them Work Today: How best to optimize your brand’s core message for repeatability using storytelling.
  6. 6. Social Media: Making Connections & Making Them Work
  7. 7. Social Media: Making Connections and Making Them Work When used strategically, social streams are the best bridges we have to link a growing community to our businesses.
  8. 8. Social Media: Making Connections & Making Them Work There is a difference between outward-facing social relationships, and inward-facing social relationships. VS
  9. 9. Social Media: Making Connections and Making Them Work
  10. 10. Social Media: Making Connections and Making Them Work
  11. 11. broad principles to increase engagement, community loyalty, & improve your relationship to social media.
  12. 12. Social Media: Making Connections & Making Them Work 1. Always provide value through social streams (& value your users).
  13. 13. Social Media: Making Connections and Making Them Work "The bottom line is that your Page strategy should still stay the same: produce high quality content and optimize for engagement and reach. You can do this by focusing on these tips when creating your Page posts: ● Make your posts timely and relevant ● Build credibility and trust with your audience ● Ask yourself, “Would people share this with their friends or recommend it to others?” - Facebook for Business, August 24, 2013
  14. 14. Social Media: Making Connections & Making Them Work Ask meaningful questions instead of like-baiting.
  15. 15. Social Media: Making Connections and Making them Work Curate links to learn from, educate and inspire.
  16. 16. Social Media: Making Connections & Making Them Work 2. Don’t conflate noise with community. (That is: no douchetaggery allowed.)
  17. 17. Social Media: Making Connections & Making Them Work
  18. 18. Social Media: Making Connections & Making Them Work Twitter’s take: “Hashtags are most powerful when you use them judiciously. Including more than two in a Tweet is probably overkill.” - Best Practices for Hashtags, Twitter (https://dev.twitter.com/media/hashtags)
  19. 19. Social Media: Making Connections & Making Them Work Facebook’s foray into hashtags: “Quality, not hashtags, is what our News Feed algorithms look for so that Pages can increase their reach." - CNET, “Facebook hashtags said to have zero viral impact”, September 4, 2013
  20. 20. Social Media: Making Connections & Making Them Work 3. Minimize selfpromotion. (That is: no douchebaggery allowed.)
  21. 21. Social Media: Making Connections & Making Them Work We trust people more when they show us they are great, not tell us they are great. - Wired for Story, by Lisa Cron
  22. 22. Social Media: Making Connections & Making Them Work Work on creating goodwill, then using it sparingly.
  23. 23. Social Media: Making Connections & Making Them Work "In short, the secret of promotion in the age of social media isn't to promote yourself. It's to promote others.” - Tim O’Reilly, “The Truth about Social Media Marketing.”
  24. 24. Social Media: Making Connections & Making Them Work
  25. 25. Social Media: Making Connections & Making Them Work
  26. 26. Social Media: Making Connections & Making Them Work 4. Know when to automate.
  27. 27. Social Media: Making Connections & Making Them Work Yes No Tweetdeck / Buffer - scheduling. Leaving anchor text and titles unchanged when retweeting. News.me / Twitter curation tools Cross-posting to several (* requires that you do not follow different media without back on Twitter). changing context, tone. Social Bro, Tweriod: good for time to tweet. Using “new” RTs in lieu of old style or “via”. Bitly - link analytics. Reposting your own work with same anchor text as earlier.
  28. 28. Social Media: Making Connections & Making Them Work
  29. 29. Social Media: Making Connections & Making Them Work
  30. 30. Social Media: Making Connections & Making Them Work
  31. 31. Social Media: Making Connections & Making Them Work Endless recipes to automate contentmapping. Examples: ● Save articles to Pocket → Buffer →Google Spreadsheet. ● Fave article on Pocket → Evernote
  32. 32. Social Media: Making Connections & Making Them Work 5. Distill your messaging into a story, and tell that story on social media.
  33. 33. Social Media: Making Connections & Making Them Work "The brain, it seems, does not make much of a distinction between reading about an experience and encountering it in real life." - New York Times, March 17, 2012, “Your Brain on Fiction”
  34. 34. Social Media: Making Connections & Making Them Work Create an emotional connection between your product and the people you want to buy it. The human mind wanders and ignores messaging by nature; stories bring it back.
  35. 35. Social Media: Making Connections & Making Them Work
  36. 36. Social Media: Making Connections & Making Them Work
  37. 37. Social Media: Making Connections & Making Them Work “Putting a story in the marketplace is not the end, it’s the beginning. Consumers want a role. They want to be advocates for the brands and products they choose.” - “The 10 Commandments of Content”, FastCoCreate, Sept 30, 2013
  38. 38. Social Media: Making Connections & Making Them Work
  39. 39. Social Media: Making Connections & Making Them Work 1. Always provide value & value your users to create community. 2. Don’t conflate noise with community. 3. Minimize self-promotion. 4. Don’t over-automate your feeds. 5. Use storytelling to create an emotional connection with your communities.
  40. 40. Or, taken together: Don’t be a douche online.
  41. 41. Jodi Ettenberg Author, Speaker & Soup Eater www.jodiettenberg.com Contact: Jodi@legalnomads. com @legalnomads

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