2013 Social Madness Best Practices

Starmark
Branding
Advertising
Interactive
PR
Direct
Mobile
Social
Analytics
#SOCIAL MADNESS:
Social Media Best Practices
sponsored by
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STARMARK.COM
© COPYRIGHT • ALL RIGHTS RESERVED
@starmarkintl
#socialmadness
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STARMARK.COM
Our Backbone:
Company Founded on Integrated Marketing
Interactive, Social & Public Relations
Return On Investment Focused
Top-10 Diversity Owned Company in Florida
Nationwide Recruitment
Recognized Top South Florida CEO
Includes:
Fort Lauderdale (Headquarters)
San Juan, PR
Orlando, FL
Starmark
Peggy Nordeen
CEO
3

STARMARK.COM
The Landscape
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Owned, Earned & Paid Media Models: Defined
Owned Earned Paid
Collateral & Direct Response
Web, Mobile & Tablet Site
Blog & Video Content
Social Media Channels
Email/SMS & Lists
Location Marketing
Custom Apps
Intellectual Property
Public Relations
Word-of-Mouth
Speaking Engagements
Awards, Recognition
Search Engine Optimization
Social Distribution
Customer Support
Buzz/Viral/Mass Opinion
Print Advertising
Advertising Networks
Paid Search
Afﬁliate
Co-Op & Advertorials
Sponsorships
Specials & Coupons
Outdoor & Trade Shows
Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling
UI/UX Testing • Optimization • Progressive Reﬁnement
Intelligence
5

STARMARK.COM
Social Media: Understanding “Your Social Graph”
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Determining Your “Social Graph”
TBD SOCIAL
GOOGLE+
YOUTUBE
FACEBOOK
TWITTER
TBD SOCIAL BLOGWEBSITE EMAIL
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STARMARK.COM
Social Media Channels Defined
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STARMARK.COM
Here at your “home-base” you will:
• Speak in the voice of your brand.
• Harness your thought leadership.
• Give the deepest content surrounding your positions, knowledge and advice.
• Create this as a “one-stop-shop” for all your social channels.
• Give the ability to subscribe to your email list, blog, newsletters and additional
channels.
Your Website & Blog
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STARMARK.COM
• Remains currently the largest social community
Rules of the social road:
• Listen the most; “LIKE” often; replay with frequency; react only if challenged
appropriately; respect all communities.
• The new Facebook news feed is all about rich photography...so be sure to
build an appropriate image library for your brand.
• Speak with a positive, approachable tone and manner.
• Facebook also contains a myriad of opportunities such as groups, polls,
apps and widgets that allow you to further create and extend your social
engagement.
• Use timeline’s robust “Pin to top” and photo features to make an
unforgettable visual experience.
• Make sure to integrate your Pinterest account..it’s a great opportunity to
recruit new followers.
A Facebook “Page” Provides Analytics
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STARMARK.COM
• Following competitors within your space can provide time-sensitive insight.
• Following industry leaders can provide insight.
• Retweet content from the leaders that you feel merit redistribution.
• Tweeting with embedded links (showing resource) and #hashtags for search-
ability is the best combination to make your content shareable - AKA:
“retweetable”
• Easy way to show perceived activity and engagement within your space.
Twitter Channels
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STARMARK.COM
• Incredibly powerful social channel for networking within your industry.
• Creating and participating actively in “Groups” (not selling) can quickly move
your perceived social credibility up.
• Make sure that your Company Page is clean and well defined, employees
have consistent photography and corporate “brand speak”.
• Use the “Answers” tab as well to help (not sell) people/businesses within your
given expertise and this will create instant brand loyalty.
LinkedIn Provides Analytics
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STARMARK.COM
• Google+ started as a Facebook haters cult; users wishing Facebook
wasn’t what it continues to be instantly culminated here for conversation.
This is important to note as you HAVE to message them with different
conversational tone and content.
• The rules are the same as other large social channels - follow proper
social etiquette.
• Follow your competitors and like-minded associates within the space;
“+1” (give kudos) to articles that you think merit your interests; create
and communicate smart and inspired content.
• The conversations tend to lean toward a higher educated,
technologically savvy and an affluent demographic.
A Google+ Page
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STARMARK.COM
• Slideshare is a key component in creating “thought leadership” within your
space.
• Slideshare is ONE location where PowerPoint presentations, PDF, Keynote
and other documentation can be posted for review, embedding and social
sharing.
• Creating a grouping of materials within your field of expertise on this
channel can skyrocket your credibility and give you materials to link and
embed across your social channels.
Slideshare.Net (not counted for Social Madness)
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STARMARK.COM
• Photographic stills and video are essential to convey your brand.
• Visually documenting your travels, products and events is as important to
the fabric of your brand as the story is.
• Having photos that can be distributed and embedded into your content brings
higher search engine ranking and key-word association.
• Photos give your user base an “insiders look” at your company and your
culture.
Flickr and/or a Social Photo/Video Channel (not counted for Social Madness)
Provides Analytics
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STARMARK.COM
• Location-based tools allow retailers and points of interest to create a digital
landmarks that can be found with GPS-enabled smartphones.
• Make sure that you “own” your company and its locations within these
applications.
• This technology allows businesses to adjust the users “consideration set” by
presenting deals, offers and messaging within the same proximity space as
other competitors.
• For more great information see our presentation here:
http://www.slideshare.net/starmarkintl/20-locationbased-sites-you-should-
claim-your-venue
Foursquare and/or Location-Based Social Channels
(not counted for Social Madness)
Provides Analytics
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Alternate Social Channels
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STARMARK.COM
#SocialMadness - Strategies
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FOLLOWERS
FANS
FRIENDS
#SocialMadness: Strategies
ENGAGE
Introductions
& networking
INCENTIVIZE
Contests,
coupons & deals
RECRUIT
Ask for support
DISTRIBUTE
Extend your
efforts across
channels
COMMUNICATE
Questions,
feedback, surveys
& chit-chat
ADVOCATE
Keep community
informed &
empowered
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STARMARK.COM
How much and how often should you communicate, externally to people to simply be social and
involved in conversation?
• Your blog: 1-2 posts per week
• Twitter: 6-8 tweets per day
• Facebook brand page: post 3-6 short posts per day
• Youtube channel: Check once a day for comments; “LIKE” 1 video per day; “Add to” 1 video
to a channel within your channel (typically something from your industry) once a week.
• Google+ brand page: 3-6 short posts per day
• Linkedin: Answer 1-3 questions on LinkedIn per week
• In addition to the suggested, be sure to “LIKE” others’ comments and participate in as
many conversations as your schedule will permit.
#SocialMadness: Frequency within your social channels
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STARMARK.COM
#SocialMadness - Best Practices
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Social Engagement with your Audience
• Listen!
• Start question threads
• Do not judge; simply be a part of the community and intervene only if absolutely necessary
• Evolve! Make sure that your content isn't stuck at a dead end
• Bring in outside authors, bloggers and spotlights
• Be topical
• Have fun
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STARMARK.COM
• Hashtagging:
Example:
“I just picked up some great shoes! #nike”
• Linking/Sourcing:
Example:
“I just picked up some great shoes! #nike - http://nikeid.nike.com/nikeid/”
• @Handles:
Example:
“I just picked up some great shoes! #nike - http://nikeid.nike.com/nikeid/ @Nike”
Dissecting the perfect “Tweet”
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STARMARK.COM
• Increase your social activity exponentially during the event
• Remember to recruit participation through alternate channels
• Treat all your social channels like a different friend in a unique space...but be consistent.
• Be enthusiastic, creative, enticing and infectious in your winning messaging!
• Create physical signage and inform your staff to think “Social Madness” throughout the event
• Create "in real life" (IRL) networking functions and follow up with social outreach
• Leverage promoted posts on Facebook...they are allowed.
• Know and live by the rules!
Your “Lucky 7” Takeaways for Social Madness
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See http://www.slideshare.net/starmarkintl for more education!
Stay Engaged!
Register for eTips & Free Webinars at eTips.starmark.com
Today is the last day to register for Social Media Madness!
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Thank You.
Diego Naranjo
VP, Strategy & Planning
email: dnaranjo@starmark.com
twitter: @miamiadguy
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2013 Social Madness Best Practices

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