What is the right way to engage your audience on different platforms? How often should you be posting new content? How does the Google+ algorithm work? With interactive case studies, we'll explore how your startup can maximize its exposure on each social media platform you post on. If you want to go deep on Facebook, twitter, LinkedIn, Google+, and Pinterest, this class is for you.

1. How To
Rock
Your
Social Media
Engagement
@eric3000
@eric3000

2. Where You Can Find Today’s Slides
http://www.bit.ly/emetelka
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3. Introductions
☐ Name
☐ What you’re working on
☐ Goals for today
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4. I'm Eric Metelka, Manager Manager at G2 Crowd. I am a
former management consultant, Columbia Business School
MBA, and the former Marketing Manager at BestVendor.
@eric3000
@eric3000

5. Goals for Today
• How to optimize your content for each
platform
• How often you should be posting new
content
• How to you engage influencers
• How do you bootstrap promotion of your
content
@eric3000

6. What We’re Going to Cover
✔
☐ Introduction – 15 mins
☐ Platforms – 45 mins
☐ Influencer Engagement – 20 mins
☐ Conclusion/Questions – 10 mins
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7. Platforms
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8. Social Media Communication Guidelines
Posts and tweets should have as many of these attributes as
possible
•
•
•
•
•
•
•
•
Helpful
Useful
Timely
Informative
Relevant
Practical
Actionable
Generous
•
•
•
•
•
Credible
Brief
Entertaining
Fun
Occasionally funny
@eric3000

9. Social Media Communication Guidelines
“Make it simple. Make it memorable.
Make it inviting to look at. Make it fun
to read.”
– Gary Vaynerchuk
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10. @eric3000

11. @eric3000
Go Where Your Customers Are

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Why Does Oreo’s Post Perform Well?

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Why Does Twix’s Post Perform Well?

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19. Duality of Posting Goals
Post for ClickThrough
Post for Sharing
A headline that makes
people want to know more
A headline with a complete
informative thought
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20. Is WWE’s Post Optimized for Sharing or Click-through?
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21. The Most Retweeted Tweet of All Time
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22. Riding a Trend to Build Audience
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23. @eric3000
Capture Leads with Lead Generation Cards

24. How To Set Up Lead Generation
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25. How to Participate in Tweetchats
• Find a twitter chat to participate in
– http://tweetchat.com/
• Set up monitoring for the hashtag
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26. Tweetchat Do’s & Don’ts
• DO introduce yourself
– You may even warn followers you’re about to chat
• DO use the hashtag on your tweets
• DON’T use the hashtag of you go off-topic
• DO retweet if you like another person’s
comments
• DO reach out to individual users, but keep it
on-topic
• DON’T use the chat to promote your own
product/service
• DO act genuinely and help others
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27. @eric3000

28. • Rich content (like Facebook)
• A chronological stream (like
Twitter)
• …with exceptions
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29. @eric3000
Sample Google+ Stream

30. Google+ Auto-Generates Hashtags
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31. Pictures Up To 2048 Pixels
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Largest pictures of any social network

32. Influencers Organized – Google+ Shared Circles
www.bit.ly/gpluscircles
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33. How Was NASA Able to@eric3000 Following on Google+?
Grow Its

34. @eric3000

35. Set Up Your Company Profile & Post Updates
Reach a network of professionals
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36. Can Ask Followers@eric3000
to Recommend Products

37. Groups Have Attractive Audiences
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38. Be An Influencer – Ask Helpful Questions
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39. @eric3000

40. What Is Pinterest?
Pinterest is a visual pinboard that allows
consumers to discover and share
pictures, called pins about products and
services that they love and desire, centered
on interests, lifestyles and planning.
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41. @eric3000
Pinterest Was Built to Curate

42. What Uses Hashtags
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43. @eric3000
Group Boards Grow Visibility

44. “Content is king, but context is God”
– Gary Vaynerchuk
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45. Multi-Platform
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46. Multi-Platform Example: Kate Spade
Blog
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47. @eric3000
Embrace Each Platform with Native Content

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Keep Design Consistent

49. @eric3000
Keep Design Consistent

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Don’t Just Share Your Own Stuff

51. Leverage Your Communities
“It’s important to use the platform where you
have the most data to drive traffic to the new
one”
– Gary Vaynerchuk
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52. Influencer Engagement
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53. Make a stalking strategy
• Identify who you want to outreach to
– See social media strategy
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54. Make a stalking strategy
• Identify who you want to outreach to
– See social media strategy
• Figure out your “ask”
– Guest blog? Feedback? Referral?
@eric3000

55. Make a stalking strategy
• Identify who you want to outreach to
– See social media strategy
• Figure out your “ask”
– Guest blog? Feedback? Referral?
• Find them EVERYWHERE
– Use tools like Rapportive or Nimble to find all
social accounts
@eric3000

56. Make a stalking strategy
• Identify who you want to outreach to
– See social media strategy
• Figure out your “ask”
– Guest blog? Feedback? Referral?
• Find them EVERYWHERE
– Use tools like Rapportive or Nimble to find all
social accounts
• Engage!
@eric3000

57. Promote Them
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58. Send Bait
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59. Validate, State, React
1. Validate – Compliment genuinely
2. State – Show you understand them
3. React – Ask a question
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60. Validate, State, React
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61. @eric3000
How Would You Engage?

62. @eric3000
Why Didn’t This Work?

63. Conclusion
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64. Knowing the Right Formula for
Each Platform Will Increase
Engagement
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65. Bootstrap Your Distribution with
Chats and Groups
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66. Validate, State, React
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67. Don’t Just Share Your Own Stuff
@eric3000

68. “Success is social media boils down to
three things: understanding the nuances
of your platform, using a distinct
voice, and driving your business goals”
– Gary Vaynerchuk
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69. Questions?
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70. Social Media Reading List
 Kissmetrics Blog -http://blog.kissmetrics.com/
 SEOMoz blog – http://SEOmoz.org/blog
 Inbound – http://inbound.org
 Slideshare - http://www.slideshare.net/
 Jab, Jab, Jab, Right Hook – Gary Vaynerchuk
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71. THANK YOU!
Email: e.metelka@gmail.com
Twitter: @eric3000
Sign up for my newsletter and receive a free
guide to creating social media campaigns:
www.bit.ly/fsmnews
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