Presenting Your Company's Expertise Through Social Media

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How to get started with social media (listening, defining audience and voice, time and resources, execution, measurement)

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Presenting Your Company's Expertise Through Social Media

  1. 1. Presenting YourCompany’s Expertise throughSocial Media #WFLTNI Social Media Thoughts 2012 1
  2. 2. Topics we will discussduring the seminar include:•Top social media mistakes beginners make•How to get started with social media (listening,defining audience and voice, time and resources,execution, measurement)•Building brand advocates and participating in yourbrand community•Using social media to drive website traffic•Measuring KPIs, tools to track success Steve Thomas, President The Net Impact 2
  3. 3. Social media is full of promise but also has risks. 3
  4. 4. Who is The Net Impact? • Twenty years Market Experience • Exceptional Technical Staff & Application Design Skills • Award Winning Design Expertise • Internet Marketing and Social Media Expertise • Efforts strongly based upon analytics 4
  5. 5. Top social media mistakes beginners make 5
  6. 6. “Have the kid do it.” Top social media mistakes beginners make 6
  7. 7. “Have the agency do it.” Top social media mistakes beginners make 7
  8. 8. “It’s just like talking.”Top social media mistakesbeginners make 8
  9. 9. “We don’t need a social media policy.” Top social media mistakes beginners makeWhy have one?• Advises employees thatthere really is no “private”• Sets forth yourexpectations regardingbusiness use and “off-time” personal use 9
  10. 10. “We will never know the results.”Top social media mistakesbeginners make 10
  11. 11. How to get started 11
  12. 12. “Begin by listening.” How to get startedHow?• Set up listening postson Linked In, Twitter andGoogle Alerts. RSSfeeds• Use online tools tofilter, report and examine 12
  13. 13. “Set real goals.” How to get started Image: Carricane Larmore Dec 2010Conversions: Share Contact Us Demo Quick Quote 13
  14. 14. “Define who you want in your community (ies).” How to get started 14
  15. 15. “Determine your voice, how to say it.”How to get started 15
  16. 16. How to get started “Determine voice(s).”VOICE Industry Expert Interesting Projects Project ExpertTOPIC Trade shows Architecturally unique PMEXAMPLES Trends Clever use of space Tools of trade Case studies How to Best Practices Industry News Ask the expert Case studies Government / Finance Ask the expertASSET Linked In Linked In Linked InEXAMPLES PR / News Facebook Blog Blog Flickr Facebook Newsletter You Tube Flickr Email Twitter You Tube You Tube Pinterest Twitter Facebook PR Forum Flickr PR 16
  17. 17. “Plan your real estate.”How to get started 17
  18. 18. “Plan your real estate.” How to get Articles started Blog PR Videos Twitter You Tube WWW. Directories Images Affiliates Flickr Facebook Local Linked In PPC 18
  19. 19. Social Media as Planned DistributionProperly Optimized, Fresh Content, User Generated Content, Quality Links, Real Time Results pinned comments Newsletter Pinterest comments You Tube Other bloggers comments Blog Website Facebook Digg, Reddit, Stumble.. { Translations comments Email Like/Share Campaign Linked In Twitter retweets comments 19
  20. 20. “Have a budget.”How to get started 20
  21. 21. “Have a budget.”How to get started Study by Distributed Marketing Blog 7/25/2011 21
  22. 22. Building brand advocates and participating in your brand community 22
  23. 23. Building brand “Begin by listening.” advocates and participating in your brand communityWhat to focus on?• Researching and monitoring• Keeping in touch with industryadvances• Marketing brand or leads• Hiring 23
  24. 24. Building brand advocates andparticipating in your brand community“Begin by listening.” 24
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  27. 27. 27
  28. 28. Culture – Brand – Leadership – Informational – Helpful Advice 28
  29. 29. 29
  30. 30. 30
  31. 31. Measuring, KPIs and Tools to Track Success 31
  32. 32. Measuring, KPIs and Google Analyticstools to track success Owley Facebook Insight Socialmention HootSuite Social Bro Gremln Sysomos Etc…… 32
  33. 33. Measuring, KPIsand tools to track success Organic PPC Facebook LinkedIn Twitter Blog YouTube 33
  34. 34. Measuring, KPIs andtools to track success 34
  35. 35. Measuring, KPIs and tools to track successFacebook Insights (Free Tool):Measuring Impressions and Interaction 35
  36. 36. Measuring, KPIs andtools to track success Socialmention (Free tool) 36
  37. 37. Measuring, KPIsand tools to track HootSuite (Free Tool): success Monitoring interaction 37
  38. 38. Measuring, KPIs and tools to track successHootSuite (Paid version for multiple admin accounts)Scheduling Social Media Messages 38
  39. 39. Measuring, KPIs and tools to track successHootSuite (Paid version for multiple admin accounts)Posting from Multiple Accounts 39
  40. 40. Measuring, KPIs and tools to track successSocial Bro (Free tool)Best Time to Tweet 40
  41. 41. Measuring, KPIs and tools to track successSocial Bro (Free tool)Follower Categorizations 41
  42. 42. Marketwire’s Sysomos Heartbeat (Paid Tool):Measuring MentionsMeasuring, KPIs and tools to track success 42
  43. 43. Sysomos HEARTBEATby MarketwireMeasuring, KPIs and tools to track success 43
  44. 44. Sysomos HEARTBEATby MarketwireMeasuring, KPIs and tools to track success 44
  45. 45. Marketwire’s Sysomos Heartbeat (Paid Tool):Understanding Keywords & ConversationsMeasuring, KPIs and tools to track success 45
  46. 46.  A Chance to Listen as You are Being Discussed A Chance to Address the Positive & Negative Influence Conversations Measuring, KPIs Allow Your Customers to Evangelize and tools to track success 46
  47. 47. Measuring, KPIs and tools to track success 47
  48. 48. Summary•Listen first.•Set real goals.•Define your audience.•Define your voice.•Plan your real estate.•Build a team to…•Tell your stories.•Have a budget.•Measure, test, roll out.•Repeat. @thenetimpact @TNIMAN•Make it fun! Steve.thomas@thenetimpact.com 48

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