Defining social success through the lens of corporate use at Nxtbook Media, the psychology of social sharing, and individual users' success. - May 2014 Event

1. Defining Social Media Success
#nbmsocial
Speakers:
Michael Biggerstaff
Joy Beachy
Lisa McDonald
Angela Bauman

2. Social Media Survey
• Who is currently involved?
– Personal level
– Company level
• Do you engage at work?

3. Top 5 Most Popular Social Media
Sites –per eBizMBA May 2014
• #1 Facebook 900MM unique monthly visitors.
• #2 Twitter 310MM unique monthly visitors.
• #3 LinkedIn 250MM unique monthly visitors.
• #4 Pinterest 150MM unique monthly visitors.
• #5 Google plus+ 120MM unique monthly
visitors.

4. What I engage in.
• Facebook
www.facebook.com/michael.biggerstaff
• Twitter – @mbigg
• Blogs – http://www.nxtbookmedia.com/blog/
• Linkedin –
www.linkedin.com/in/michaelbiggerstaff6

5. Social Media – my view
• I realize the power of it.
• Different companies and markets use in
different ways.
• Crucial to be engaged, if you want to be
engaged.
• Great opportunity to find employees or job
seekers to find jobs.
• Great opportunity to connect with people.

6. Social Media – The Downside
• Errors can be really magnified.
• People can forget about their personal
exposure.
• Can spread false or incorrect info – FAST
• Can lead to stress and offline relationship
problems.
• Can lead to job insecurity or difficulty finding a
job.

7. Stopping or Controlling
Personal Social Media Use
• Never
• Really think you can stop it?
• Why would you?
• Why we don’t.
I think it is a terrible idea.

8. Being Friends on Facebook
• Absolutely
• I don’t judge anything.
• Makes the organization tighter, closer as a
group.
• Many people know what is going on with each
other.

9. Social Media Do’s
• Don’t treat it as a Broadcast Medium. It’s about the
conversation.
• Engage in all aspects of the chosen medium, if you
are “in” you should be “In”.
• If someone engages with you, be engaged back.
• Know your data. What is working and what isn’t?
• Use your components to support each other.

10. Help me welcome,
Joy Beachy, Marketing Maestro

11. Strategy
Know WHY you are posting
Know WHO is your target audience
Know WHAT you are posting

12. Let’s Dig In

13. Know WHO is your audience

14. Know WHY you post
Nxtbook Media’s focus: Do you want to drive leads
or reinforce the brand?
But some other good reasons include:
Reaching early stage prospects or prospects deciding
if they like you
Keeping in contact with prospects during a long lead
cycle

15. Know WHAT you post
Types of post-able content is limited only by
your imagination.
But…

16. If tactics are not tied to a
goal, they are not successful.
(Even if they are “engaging.”)

17. Tactics
•Discounts
•Giveaways
•Product Info
•Tips/Advice
•Coupons
•Event Invites
•Feedback Forums
•Company Info
•Industry Info

18. Tactics
•Discounts
•Giveaways
•Product Info
•Tips/Advice
•Coupons
•Event Invites
•Feedback Forums
•Company Info
•Industry Info

19. Tying Tactics to Short-Term Goals
Create a guerrilla marketing campaign that lasts 2
months to generate registrants for an upcoming
Lunch-N-Learn, using Facebook, Twitter and the
Blog to promote

20. Tying Tactics to Long-Term Goals
To demonstrate thought-leadership by
promoting long-form content to social
channels

21. Platforms
Refer to your audience to know which
platform to target

22. Does that mean email is out?

23. Blog

24. Facebook
Our identity is wrapped up in our culture
– Our posts focus on strategic services, building
relationships, and brand reinforcement

25. Facebook

26. Twitter
• It’s a popular place to share links
• It’s easy to RT others and be RT’ed
• @mentions and tools like Tweetdeck make it
easy to keep track of who’s talking about you

27. Twitter

28. LinkedIn

29. One of our best resources:

30. Why do readers share content?
• Customer Insight Group - Survey
• Published in The New York Times
• MORE...MORE...MORE
• Trend of anonymity and privacy
• Focus on Engagement

31. To Bring VALUE and To ENTERTAIN

32. To Share and to DEFINE Ourselves

33. To GROW and NOURISH Relationships

34. To GROW and NOURISH Relationships

35. SELF Fulfillment

36. To get the word out about CAUSES OR
BRANDS

37. HOW TO:
Appeal to readers motivation to connect with others

38. HOW TO:
Embrace a sense of URGENCY

39. HOW TO: Keep it SIMPLE

41. Beneful
Brand recognition

42. Creating the buzz

43. Identifying my key networks

44. Facebook & Twitter

45. Instagram, Pinterest & LinkedIn

46. Managing the new Dog Park Page

47. Thank you for coming!
Have a question? Just ask!
Michael Biggerstaff, mbigg@nxtbookmedia.com
Joy Beachy, jbeachy@nxtbookmedia.com
Lisa McDonald, lmcdonald@nxtbookmedia.com
Angela Bauman, abauman@nxtbookmedia.com
866-268-1219
www.nxtbookmedia.com