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PCMA Social Media UR Doing it Wrong
This document discusses eight social media practices or mindsets that need to be improved or upgraded. It discusses: 1) focusing on future customers who are increasingly using social media, 2) shifting from broadcasting to helping through conversational marketing, 3) being more human and less automated, 4) ensuring posts are relevant, 5) paying attention to the right engagement metrics like comments rather than just likes, 6) having a clear social media presence or "hub and spoke" strategy across multiple platforms, 7) focusing efforts on a few selected platforms well rather than being spread too thin, and 8) establishing and enforcing good community guidelines to ensure social platforms remain safe and helpful.
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PCMA Social Media UR Doing it Wrong
- 2. 1. Understand whypeople join social networking sites.
- 3. 2. Discuss eightsocial media practices or mindsets that need a re-boot!
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- 9. Communities of… Action or Practice 9
- 10. 2. Discuss eightsocial media practices or mindsets that are in need of an upgrade.
- 11. #1 Our customers aren‘ton social media 11
- 12. How „bout your Future Customers? 12
- 13. 80% of Internetusers
- 14. Nielsen 2011 SocialMedia Report
- 15. Nearly 25%... time onblogs & social networks Nielsen 2011 Social Media Report
- 16. Nielsen 2011 SocialMedia Report
- 18. Brainstorm a listof why we hide/ hings un-follow/ignore person or brand 18
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- 21. New Attendee Attributes Shift From Push To Pull 21
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- 23. As technology evolves,we find ourselves communicating more digitally.
- 24. Practice Conversational Marketing • Listening • Helping • Serving • Sharing
- 25. Angela Mairs’ Twitter Engagement Formula 70% - Resource sharing 20% - Conversation and Co-creation 10% - Self promotion Schedule your tweets! 25
- 26. Poor follow example Don’t do this! 26
- 27. 3. Not being human
- 28. Social is somethingyou are, not something you do. Outsourced or non- empowered relationships don‟t work.
- 29. Don’t hide behindthe logo
- 30. Automation is NOT Being social!
- 31. 4. Ignored dueto lack of relevance
- 32. About pull strategies,opt-in two way conversations Image by Debra Askanase
- 33. Schedule Posts! UseHashtags! 33
- 34. Don‟t Post AcrossPlatforms! 34
- 35. Segment Followers forSharing 35
- 36. 5. Paying attentionto the wrong metrics
- 37. 95%+ of peoplethat “Like” you, don‟t! 37
- 38. Four Best Social Media Metrics Avinash Kaushik 38
- 39. 1. Conversation Rate # of comments or replies per post 39
- 40. 2. Amplification Rate Shares and Re-Tweets Tie Connection 40
- 41. 3. Applause Rate Likes, favorites +1’s
- 42. 4. Economic Value =Sum(Revenue + Cost Savings)
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- 44. Platform Strategy Pick 2or 3 and do them really well! 44
- 46. #7 – Poorhome-base strategy
- 47. SOCIAL OMNIPRESENCE –THE HUB & SPOKE MODEL • Promote blog • Optimize channel to content link back hub • Ask questions • Share videos on • Conversation and The Hub Outposts community • Website or blog • Optimized for search • Easy for users to consume , share and co-create • Sharing helpful information • Links to outposts • Optimize Google+ • Outpost links back to page with links to hub hub • Circle strategy for • Nurturing relevance relationships
- 48. What content ortools would encourage your to visit or return to conference website? 48
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- 53. Nielsen 2011 SocialMedia Report
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- 55. Must be asafe place! relationship before the pitch Relationship Before Pitch!
- 56. “When you sayit about yourself it’s bragging. When someone else says it about you its proof.” ~ Jeffrey Gitomer
Editor's Notes
- #5 CommunityRelationshipsNetworking (keeping in touch)SharingA sense of belonging
- #6 According to The Zen of Social Media Marketing authorWe join a social media site or community because it says something about us. It’s to showcase who we are.
- #7 We want to build and grow relationships. Develop Trust. Earn referrals.
- #8 Sense of belonging
- #9 Remember people join a social network because it is about establishing their identity, not to consume your marketing messages. You need to think about this as you develop your social media strategy.
- #10 Social media should be used as a way to draw people into your community. Community management and social media strategy should be in alignment.
- #13 Posting frequency, not relevant, too salesie, political, religious
- #22 Searchable (online and onsite)
- #25 New study – 71% of companies ignore complaints via twitterAnswer the social phone!
- #28 Hiding behind a brand, outsourcing.
- #34 But not on FB, LinkedIn
- #36 CVB’s and Hotels don’t send me your transient crap.
- #40 Did you grab attention? Did you initiate a discussion?
- #41 Did you cause people to want to share? Did you cause people to take an action?
- #42 Did you deliver delight?
- #43 Did your participation deliver economic value? Referrals?
- #46 Don’t abandon your platform or profile.
- #48 Content Marketing – White papers, research, case studies, blog posts, infographics.
- #53 Search Engine Optimization, Co-creation, Fresh Content