How Your Startup Can Use Social Media for REAL RESULTS
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The document outlines Eric Metelka's presentation on using social media for business. The presentation covers targeting audiences by finding relevant communities, measuring social media authority, developing a brand voice, optimizing posts for different platforms, and measuring social media return on investment through engagement and share of voice metrics. The goal is to help businesses use social media to effectively engage audiences and measure the impact on their business.
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How Your Startup Can Use Social Media for REAL RESULTS
- 1. @eric3000 How Your Startup Can Use Social Media for REAL RESULTS! @eric3000!
- 2. @eric3000 Where You Can Find Today’s Slides! http://www.bit.ly/emetelka!
- 3. @eric3000 Introductions! ☐ Name! ☐ What you’re working on! ☐ Goals for today! ! !
- 4. @eric3000 I'm Eric Metelka, Community Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.! @eric3000!
- 5. @eric3000 My Goals for Today! Ø You are able to target communities of your audience online! Ø You can optimize your posts for each platform you share on – helping you cut through the noise! Ø You understand how to measure social ROI!
- 6. @eric3000 What I’m Going to Cover! ☐ Introduction – 10 mins! ☐ Strategy – 20 mins! ☐ Engagement – 30 mins! ☐ Measurement – 20 mins! ☐ Conclusion/Questions - 10 mins! ! ✔
- 9. @eric3000 Where Is My Audience?! • Form hypotheses of possible targets - personas! • Find a micro-community of the target and engage with them!
- 10. @eric3000 Who Follows Your Competitors!
- 12. @eric3000 How to Measure Authority! • Number of followers! • Number of retweets! • Klout score! • Kred score!
- 13. @eric3000 Double-Sort by Retweets of Others!
- 14. @eric3000 Engaging Listening Crea-ng Sharing Curator The brand surfaces and shares the most interes2ng content shared by its audience who appreciates the chance to reach a large audience Tastemaker The brand creates engaging content that dictates trends to its fans and a broader audience Conversa-onalist The brand is great at conversing with its audience which is looking for two-‐ way communica2on and customer service Explorer The brand is experimen2ng with ways to interact with its audience by seeing what content creates engagement Social Media Brand Personality Matrix!
- 15. @eric3000 The Importance of Having a Voice!
- 17. @eric3000 Social Media Communication Guidelines! • Helpful! • Useful! • Timely! • Informative! • Relevant! • Practical! • Actionable! • Generous! • Credible! • Brief! • Entertaining! • Fun! • Occasionally funny! Posts and tweets should have as many of these a2ributes as possible
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- 23. @eric3000
- 24. @eric3000 Posting Goals! Post for Click-‐ Through A headline that makes people want to know more Post for Sharing A headline with a complete informa2ve thought
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- 26. @eric3000
- 27. @eric3000 Google+! • Rich content (like Facebook)…! • BUT in chronological order (like twitter)! • Algorithm promotes posts with high engagement! • 2048 px pictures are beautiful to share! • Auto-generates hashtags! • Easy to share in communities!
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- 29. @eric3000 Example: Kate Spade! • Facebook! • Twitter! • Tumblr! • Pinterest! • Blog! LIFESTYLE BRAND!
- 33. @eric3000 Don’t Just Share Your Own Stuff!
- 35. @eric3000 Customer Sa2sfac2on Social Content Mobility Social Media Metrics! Engagement Number of followers Ra2o of posts to comments Total content reach Customer sa2sfac2on scores Content Tone Customer sen2ment Share of voice Shares and retweets Ra2ng of sites featuring shared assets Number of links CTR on shared content Organic men2ons, replies, and retweets Week over Week growth in followers Number of visits via social referral Share of Conversa2on Klout score of fans/ followers
- 38. @eric3000
- 41. @eric3000 How Much of the Conversation Are You Getting?! Share of Voice = Your Mentions / (Total Mentions for Competitive Companies)!
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- 43. @eric3000
- 44. @eric3000 Tools
- 46. @eric3000 Target and Add Value to Micro- Communities of Potential Users!
- 47. @eric3000 Know and Understand Your Brand Voice!
- 48. @eric3000 Pictures, Questions, and Unique Content Engages Users!
- 49. @eric3000 Don’t Just Share Your Own Stuff!
- 50. @eric3000 Social Media Impact = Share of Voice!
- 52. @eric3000 Digital Marketing Reading List! Ø Kissmetrics Blog -http://blog.kissmetrics.com/! Ø Andrew Chen – http://andrewchen.co! Ø Rand Fishkin – http://moz.com/rand! Ø SEOMoz blog – http://SEOmoz.org/blog! Ø Inbound – http://inbound.org! Ø Slideshare - http://www.slideshare.net/!
- 53. @eric3000 Email: e.metelka@gmail.com! Twitter: @eric3000! LinkedIn: /in/emetelka! Facebook: /e.metelka! ! Download Slides: www.slideshare.net/emetelka/! Sign up for