Digital East 2011 - LinkedIn & Twitter Marketing Strategy


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Social media strategist Rachael King's presentation at Digital East 2011 (#DEast11) on advanced LinkedIn and Twitter marketing strategies for brands and companies.

This goes beyond "how to use a hashtag" - it delves into some serious strategy, and teaches you how to stand out from the crowd.

Twitter: @rachaelgk

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Digital East 2011 - LinkedIn & Twitter Marketing Strategy

  1. 1. advertising | social media | brand intel | shenanigans<br />
  2. 2. Who Are You?<br />Rachael King<br />Social Media and Digital Marketing Manager at iostudio<br />President of Social Media Club – DC Chapter (@SMCDC)<br />Gen Y Blogger; Twitter @rachaelgk<br />Currently teaching the 54 states and territories of the National Guard to use social media as a marketing and recruitment tool<br />Hand-picked as one of MTV’s top 20 contestants to be the first Twitter Jockey (MTV TJ)<br />Worked with the Nature Conservancy to turn Cyber Monday into Green Gift Monday, a nationally acclaimed campaign picked up by Mashable<br />Speaker on social media marketing, blogging strategy, and personal branding<br />
  3. 3. iostudio…<br />…the biggest little agency no one’s ever heard of.<br />(cue “Secret Agent Man” music)<br /><ul><li>Advertising agency with digital, branding and design teams
  4. 4. Offices in Washington, DC & Nashville, TN (HQ)
  5. 5. Agency in-house resources:
  6. 6. Brand campaign development
  7. 7. Online advertising
  8. 8. Website development
  9. 9. Social media management
  10. 10. Photography and video production
  11. 11. Custom publications
  12. 12. Contact/call center - (chats, comments, calls and emails)</li></li></ul><li>Tweeting FTW!<br />My Twitter Handle: @rachaelgk<br />Hashtag: <br />#DEast11<br />
  13. 13. { LinkedIn Marketing }<br />It’s MySpace with ties.<br />
  14. 14. Just like LinkedIn for a person shouldn’t be a copy of your resume, LinkedIn for a business shouldn’t be a copy of your website. Show the human side of your company – this is still a social site, albeit a professional one!<br />
  15. 15. LinkedIn Marketing<br />Why?<br /><ul><li>Great niche alternative to the cluster of Facebook and Twitter
  16. 16. More professional
  17. 17. People expect to be contacted out of (less the the blue (less spammy – if done right)
  18. 18. Good way to showcase cool campaigns/projects you’ve done in a professional AND social capacity
  19. 19. Not right for everyone – choose your platforms carefully
  20. 20. Download the Company Profile Guide from</li></li></ul><li>Building It<br /><ul><li>High quality picture/logo
  21. 21. Consistent branding
  22. 22. PROOFREAD!!!
  23. 23. Claim all your employees
  24. 24. Flesh it out (all three sections)
  25. 25. Get input from different people and departments
  26. 26. Consistent language and voice with your website and other social media sites (but don’t copy and paste)
  27. 27. You are painting the picture of “what it’s like [to work] here”</li></li></ul><li>The Four Sections<br />Overview<br />This is the hub of your company page and everyone’s first impression of your brand on LinkedIn. It should be a rich snapshot of your company – logo and mission, broad overview of services provided, your network, and status updates. <br />
  28. 28. The Four Sections<br />Products & Services<br />This is where you have the opportunity to showcase the value you can provide to clients, glowing recommendations, and fantastic campaigns or projects you’ve worked on. <br />This is also where you’ll engage with prospective clients/customers, which is a big advantage over a traditional press kit or website – since LinkedIn is a social network, it inspires people to ask questions and start a conversation about what they see.<br />
  29. 29. The Four Sections<br />Careers<br />People can actually APPLY via LinkedIn now, so you should definitely be putting all job listings on your page. <br /><ul><li>Tell your corporate story
  30. 30. Describe company culture, mission and values
  31. 31. Outline potential career paths
  32. 32. List awards, statistics or milestones
  33. 33. Provide detailed information on locations</li></li></ul><li>The Four Sections<br />Analytics<br />These are what I like to call “super cool”. People who aren’t admins of your page can see all sorts of demographics about the employees who work there.<br />Admins of a page will <br />seebreakdown <br />analytics similar to <br />those of Facebook.<br />
  34. 34. Outreach: Personalize It!!<br />Both on the personal and business level, LinkedIn is a superb outreach tool.<br /><ul><li>Upgrade account to send InMail
  35. 35. Personalize every bit of outreach (NO </li></ul> form emails or friend requests!)<br /><ul><li>Find great groups, and comment on and create discussions
  36. 36. Establish your company as an industry leader
  37. 37. Get in touch with potential business partners, organizations, or hires
  38. 38. Be transparent, but not desperate
  39. 39. Be sure to offer value
  40. 40. Drink a lot of coffee</li></li></ul><li>Optimize It: Keywords Are Our Friends<br />Sure, we know we should be using SEO and keywords in everything we do online – especially to increase inbound marketing. But HOW?<br />Google AdWord’sKeyword Tool<br />US Dept. of Labor’s Occupational Outlook Handbook<br />Search related companies and “borrow”<br />Your website copy<br />Use your brain<br />Narrow down to your top 10. Weave strategically throughout your profile (don’t sound repetitive, but make sure to get them into multiple sections)<br />
  41. 41. Grow It<br />Who cares if you build it if no one’s there so see it?<br />Embed a button on your website and add a tab to your Facebook page (How To)<br />List your company LinkedIn URL on all outbound marketing and communications <br />Add it to business cards and email signatures<br />Direct potential hires to your LinkedIn page for more information<br />Cross-promote with your other social media sites, via email campaign, or advertise on LinkedIn (target, just like Facebook)<br />
  42. 42. Getting Fancy<br />What will set you apart from the rest?<br />Creative, attention-grabbing copy<br />Post consistent (and quality) content<br />Integrate your tweets (#li) -<br />Customize your website links (use “other”, then name it)<br />Downloadable PDF of press kit, company services, etc. (Either with a link, or use<br />Be active in relevant/popular industry groups (or create one)!<br />Get some bangin’ testimonials on there<br />
  43. 43. { Twitter Marketing }<br />
  44. 44. Twitter is not a place for the boring. Another stale, vanilla company sending out links to their latest work won’t make any noise. The best marketing strategy you can employ on the Tweet?<br />BE INTERESTING.<br />
  45. 45. Okay, Fine… But HOW to Be Interesting? <br /><ul><li>Don’t share anything without adding value to it
  46. 46. Posting often isn’t enough – you can’t just make noise. Offer insight, opinions, humor
  47. 47. Keep it media rich. If content is king, pictures + video are the crown
  48. 48. Show the person (people) behind the tweets, a la Andre of PEPCO
  49. 49. Build a tribe, like LivingSocial
  50. 50. Don’t just answer questions – </li></ul> inspire conversation. (This <br /> should be more than a <br /> customer service tool)<br /><ul><li>Throw events and find other ways to take the online, offline. Nothing a computer can do takes the place of face-to-face connections</li></li></ul><li>Building a Kickass Community<br /><ul><li>Be HUMAN. Have a personality – a big one! (Why? Read this.)
  51. 51. Choose your Community Manager carefully, and take their advice seriously
  52. 52. Relinquish control, or you’ll kill any chances to capitalize on real-time events
  53. 53. 80/20 rule
  54. 54. Branch out
  55. 55. Be in tune with the web (memes, etc.)
  56. 56. Keep it local
  57. 57. Build QUALITY followers, not quantity
  58. 58. Follow back (real people, not spammers)</li></li></ul><li>Seriously Effective Strategies<br /><ul><li>Throw spaghetti at the wall, see what sticks!
  59. 59. Try crazy things. Lots of them – you never know what will hit home with people
  60. 60. Get the big guy (CEO, Founder, etc.) on there
  61. 61. Announce specials, promotions, discounts
  62. 62. Live tweet events for more exposure and to establish yourself in the industry/community
  63. 63. Have a brand presence in industry Twitter chats
  64. 64. Monitor conversation about your brand and look for opportunities, a la Morton’s
  65. 65. KISS, with everything you do. Simpler = easier to share</li></li></ul><li>Silly Strategies<br /><ul><li>Buy a promoted tweet</li></ul>Just kidding! If you’re willing to blow $200,000 on a single tweet, I can’t help you.<br />
  66. 66. Contests: Doing It Right Vs. Wrong<br />Cons<br /><ul><li>Picking winners
  67. 67. Tracking (set up ahead of time)
  68. 68. Prizes – don’t give away an iPad!
  69. 69. They can be spamilicious, which annoys people (give incentive for creativity as well as sharing)</li></ul>Pros<br /><ul><li>Ability to go viral
  70. 70. Increase brand awareness
  71. 71. Spin-offs to create ROI
  72. 72. No limitations
  73. 73. Increase Follower count</li></li></ul><li>Damage Control<br />How do you handle it when something goes wrong?<br /><ul><li>24/7 surveillance, if not full community management (immediate awareness is your first line of defense)
  74. 74. Never capitalize on tragedy or disasters (it’s always “too soon”)
  75. 75. Can it be controlled or taken offline?
  76. 76. A quick, and genuineapology (none of this Reed Hastings crap)
  77. 77. Let your audience see you make it right
  78. 78. These days, HOW you handle the crisis is more important than the crisis itself – and can even end up being a win. (Red Cross)</li></li></ul><li>Great Tools You’re Probably Already Using<br /><ul><li>Tweetdeck/Hootsuite/Seesmic (duh)
  79. 79. CoTweet or Hootsuite Pro if multiple admins
  80. 80. (tracking links)
  81. 81. Advanced Twitter search
  82. 82. Formulists (organizing followers by demographics/keywords, and finding new people to follow)</li></ul>And now, on to the ones you might not be…<br />
  83. 83. Buffer - Free<br />You enter your tweets, it <br />automatically schedules them <br />during your peak response times <br />(coming soon for Facebook pages <br />as well). [link]<br />
  84. 84. TwentyFeet – Free and Paid Versions<br />An aggregate dashboard of all your social media sites and analytics. One of the best for freeware. [link]<br />
  85. 85. SnapBird – Free<br />A way to search for certain words <br />or hashtags tweets older than 10 <br />days. Doesn’t always work <br />perfectly, but it’s free, and it’s <br />saved me more than once when<br />I needed to find a particular tweet<br />but couldn’t for the life of me <br />remember who sent it. [link]<br />
  86. 86. twtrland – Free<br />This generates an analysis of your Twitter profile. It wouldn’t be worth noting, except that it breaks down your tweets by type, which is pretty cool to see (and important if you’re a business trying to hit a certain ratio). [link]<br />
  87. 87. CrowdBooster – Free and Paid Versions<br />An engagement dashboard with some serious (and seriously fun) analytics built in, including your most influential followers, and the times of day that are best for you to tweet (you can schedule tweets from the dashboard as well). [link]<br />
  88. 88. Awe.Sm – Paid<br />Paid, but it’s cheap, and very powerful. I’m a huge fan of this tool for small businesses, entrepreneurs – anyone who doesn’t want to shell out for the mega-tools. [link]<br />
  89. 89. Hashtag Tracking<br />RowFeeder<br />Generally accepted as the best. One term and 500 posts a month are free; plans go up from there. [link]<br />HashTracking<br />Fairly impressive reporting for freeware. Goes back 1k tweets. [link]<br />3. TweetReach<br />The free version only goes back 50 tweets, but you can get a full report for $20. The visuals it creates are pretty cool. [link]<br />
  90. 90. And Twitter Analytics, Finally!!<br />
  91. 91. Getting Fancy<br />What will set you apart from the rest?<br />Creative, attention-grabbing bio<br />Post consistent (and quality) content<br />Promote others’ work – and mean it<br />Make an (awesome) custom Twitter background<br />Tracking that gives you advanced insight to adjust your strategy<br />Create a kickass Twitter chat and have a solid brand presence at other popular chats<br />Have a big, fat personality<br />
  92. 92. Questions?<br />Rachael King<br />Email:<br />Twitter: @rachaelgk<br />LinkedIn: /in/rachaelgking<br />Website:<br />Personal site:<br />