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Expert Advice on Maximizing Social Media
Don Schindler, Managing Director of Print, Web & Multimedia at the University of Notre Dame, gave a presentation on maximizing social media. He discussed having a social media strategy with goals, governance, education, execution, measurement, and adjustments. He covered specific tactics for Facebook, LinkedIn, and Twitter, including best practices, common mistakes to avoid, and tools to use. The key message was that the focus should be on helping others through social media to build advocates and spread your message.
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Expert Advice on Maximizing Social Media
- 1. Expert Advice on Maximizing Social Media Monday, October 22nd 3:00 p.m. – 4:15 p.m. Orlando N Trainer: Don Schindler, Managing Director, Print, Web & Multimedia, University Communications, University of Notre Dame
- 2. • 13 yearsin digital marketing • donschindler.com • don.schindler@nd.edu • @donschindler Don Schindler
- 3. They do twothings. So do you have a social media strategy?
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- 5. Social Media Strategy • Goals • Governance • Education • Execution G.G.E.E.M. • • Measurement Adjustments A.
- 6. Goals • What? • How? – Serve as the Expert – Promote low cost Resource to all housing audiences looking for information on low cost housing in my state.
- 7. Governance • Policy • DecisionTree • Monitoring
- 8. Social Media Policy • Encourage rather than discourage. • Give them education on proper use. • Give them some place safe to chat about a problem. • Make sure they know they are responsible for both themselves and the brand. • Personal and professional are mixed but don’t say anything you wouldn’t want to see in the newspaper.
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- 11. Education • Geteveryone educated on using social media for business
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- 13. Education trust.edelman.com
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- 15. Hub and Spoke http://www.slideshare.net/jeremiah_owyang/dreamforce-2012-prioritizing-for-scale-by-jeremiah-owyang
- 16. Measurement Oliver Blanchard’sBasics of Social Media ROI
- 17. ROI • THE CURRENCYFOR SOCIAL MEDIA IS ACTION! • Track engagement via emails, discussions (facebook, twitter, linkedin), comments, website visits and try to tie them directly to revenue. • ROI = Money not Mentions
- 18. Measurement • What? • Measured By – Promote low cost – The engagements housing on Facebook, Twitter, Linkedin, • How? comments on blogs (2500) – Serve as the Expert – The people we Resource to all help (250) audiences looking for information on low cost – The loans we housing in my state. close (25)
- 19. Adjustments http://www.flickr.com/photos/dok1/3954393160/sizes/o/in/photostream/
- 20. Alright, enough strategy –let’s talk tactics
- 21. They are lookingfor help. Be the Expert Resource they are searching for and socially asking for through technology.
- 22. Search vs. Social Being Found Search Social http://smallbiztrends.com/2012/09/small-business-traffic-from-social-media.html
- 23. Be Found Everywhere Twitter Linkedin Google+ Peer to Peer Facebook Communities Search My Trusted Related Engine website Websites
- 24. The Secret toSocial Media Talk about others – highlight them, encourage them, be there for them and they will be there for you.
- 25. 1,000,000,000 of us. http://steve-lovelace.com/5-things-i-hate-about-facebook/
- 26. Facebook secrets •Bias against new pages • What to add to facebook status update - – Links are favored over updates. – Photo and Videos trump links. • Get people to comment or engage. • 16% of Page Info is all that gets seen and that’s dropping. • Post 2-5 times a day. • Best times to post are 8 pm – 12 am. • If you are going to post, be ready to respond. http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
- 27. 9/20/12 Update http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/
- 29. No-no’s in Facebook No coupons or promotions No contact info No reference to “Like” or “Share” No “calls to action” https://www.facebook.com/help/262981810477512/
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- 32. Accidentally Clicked http://www.marketingcharts.com/wp/wp-content/uploads/2012/10/SterneAgee-Facebook-User-Accidental-Ad-Clicks-Oct2012.png
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- 36. Linkedin Power • More connections you have the better • Your online resume and portfolio • Your company should have a page • Recommendations • Questions & Answers • Groups • Connected to Twitter and Facebook
- 37. Linkedin secret – open upyour profile
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- 42. PROS • Power ofinstant conversations • Spreading the word quickly • Professional Development – learn from experts • You can collect users with bots (Tweetadder) • You can follow and possibly speak with people that wouldn’t normally be in your circle of influence • You don’t have to worry about stalking or sneaking up on people because they are posting in the public sphere.
- 43. CONS • Lots and lots of noise • Lots and lots of spam • Lots and lots of robot collection • Interface is not friendly • Relationships are fleeting • Twitter gets a lot more attention because of its open API vs. actually having people use it (500 mil accounts – 340 million daily tweets)
- 44. How to setup Twitter • Better to use a name than a logo • Always be searching to help • Post, share, help and retweet others (golden rule) • Use an application to control twitter • Always be classifying people • Build relationships to turn to advocates • If things go bad, get it offline.
- 47. When should youjump into the next big thing? When it becomes mainstream – until then you are only touching a small audience of early adopters.
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- 52. Maximizing Social Media 1. Get your ducks in a row (policy, monitoring). 2. Educate employees to engage at all levels. Protect them. 3. Build an army of advocates that get what you do. 4. Test, test, test – don’t punish over failure – learn from it. 5. ABH – Always Be Helping.
- 53. If you getan expert • What kind of success have you had? • Who are those clients? Can I talk with them? • How do you measure success? • How often do you engage? What times are you available? • Have you failed before and what did you learn? • Which platforms do you use?
- 54. They do twothings. Now for your questions… • 13 years in digital marketing • donschindler.com • don.schindler@nd.edu • @donschindler