Social Media Near Misses and Outright Failures - Trine University
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The document summarizes key points from a presentation by Kevin Mullett on social media for businesses. Mullett discusses topics like prioritizing marketing efforts based on goals and resources, measuring social media success, owning your online brand presence, using video to differentiate from competitors, and emphasizing humanization and encouragement in social media messages. He leaves the audience with the message to own your brand and control your online reputation.
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Social Media Near Misses and Outright Failures - Trine University
- 1. Social Media for Business: Trine University Social Media Near Misses and Outright Failures // Kevin Mullett kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett just google “kevin mullett” director of product development
- 2. // blue pill or red pill? "You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes." -Morpheus Quote and picture from “The Matrix © 1999 Warner Bros. Pictures @kmullett // #SMTrine
- 3. // new as perception or reality? increased adoption or proliferation does not mean new. the tools and nomenclature are new but "social media“, websites, and blogging is not. @kmullett // #SMTrine
- 4. // getting on the same page with “social” now fortified with google+ @kmullett // #SMTrine
- 5. // verifying claims? expecting too much? there is a lot of misinformation, speculation, opinion and hype being spread. worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI. @kmullett // #SMTrine
- 6. // it’s visibility and all about the benjamins • you have to be where your ideal demographic can see you (do you know who that is?) • in front of competition if necessary • obey the rules or have your sign removed • tell a better story photo by David Evers: http://flic.kr/p/5XwMZC @kmullett // #SMTrine
- 7. // winning requires knowledge & strategy • what are the rules • how can i optimize within the rules • which races can i win while staying within my budget/resources • am i dedicated to the winning strategy (no trying it out) • how much is winning worth @kmullett // #SMTrine
- 8. // who wins the intent to action war? • tv • dm (direct mail) • radio • newspaper • print (brochures/ads) • email marketing • social • SEO • search marketing • tradeshows • sponsorships (nascar etc.) • yellow pages (not shown) @kmullett // #SMTrine
- 9. // prioritize your marketing efforts no marketing media channel has 100% eyeballs or is 100% effective. prioritize based on goals, resources, and business objectives. @kmullett // #SMTrine
- 10. // does social media work? • opportunity • Visibility (2 audiences) • traffic • top of mind • likeability • expertise @kmullett // #SMTrine
- 11. // social is now in SERPs how will it change social participation? how will it change where we click on a SERP page? (flickr, friendfeed, gmail, facebook, buzz, reader, google social connections) @kmullett // #SMTrine
- 12. // why don’t they “like” us? are we clear with our message? • is design or action most important? • what is our call to action? • what is in it for them? @kmullett // #SMTrine
- 13. // they almost had it right… ugly but descriptive • i know who they are • what they want me to do is clear • i’ll be rewarded @kmullett // #SMTrine
- 14. // have you told anyone? success is in the details • make signage • educate EVERYONE @kmullett // #SMTrine
- 15. // social media at my physical location? which of these two will grow their facebook page? @kmullett // #SMTrine
- 16. // connecting the dots with social media? do these printed pieces promote social channels? what is the social strategy? @kmullett // #SMTrine
- 17. // make it easy for those who want too… LBS listings • name, address, phone should normally match (these are called citations, exceptions for campaigns/tracking) @kmullett // #SMTrine
- 18. // there is no “trying” in social media social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task. @kmullett // #AllianceOH
- 19. // rethink what you are paying for all things being equal, what is the roi? @kmullett // #SMTrine
- 20. // what is google +1 google +1 blurring the social/SEO line • will be used as “A” signal for google search to fight web spam • visible in search results and ads • on sites ala “like” button @kmullett // #SMTrine
- 21. // what is google+ google+ google+ is a social network (June 28 th, 2011) • business accounts not allowed yet (Ford and others as test clients) • public google+ posts show up in search results • opened to the public (September 20th, 2011) google.com/plus @kmullett // #SMTrine
- 22. // social media isn’t about tools social media is about expanding your IRL contacts and potentially developing more or enhanced F2F connections, regardless of which tool is used. @kmullett // #BIN2011 #ORM
- 23. // online reputation management own your brand • clog the SERPs • push competition off • proactive not reactive • sentiment aware • alerts/lists are crucial @kmullett // #SMTrine
- 24. // easy social media brand check grab your brand • mass id check with namechk.com @kmullett // #SMTrine
- 25. // but…my privacy! • formerly found on street corners • who did we do business with 30 years ago? • distribution does not equal visibility @kmullett // #SMTrine
- 26. // do you really value privacy? • many will trade it for a pittance • the offer dictates @kmullett // #SMTrine
- 27. // be proactive and positive treat online reputation management as a positive ongoing activity rather than a defensive situation. @kmullett // #BIN2011 #ORM
- 28. // social media, do you own it? • Ars Technica (suggested copyright infringement?) • Jonathan Rivera’s page with 47’000 fans (vanity url) • are you relying on free services? @kmullett // #SMTrine
- 29. // own your online presence it’s not really free free services come and go! own a domain! $10/ year (do it) @kmullett // #SMTrine
- 30. // let people decide for themselves… • bring folks back again • sharing happens here @kmullett // #AllianceOH
- 31. // go where the bots are article awareness, social visibility and distributing RSS tell potential visitors and the search engines you have new content @kmullett // #SMTrine
- 32. // a click is not a blood oath or promise facebook events • no formal signup • no info gathering • no commitment • not for everyone • lost traffic & SEO @kmullett // #AllianceOH
- 33. // promote your properties if possible • embed signup capability via services like eventbrite @kmullett // #AllianceOH
- 34. // costly, embarrassing, & job threatening • test before deployment • forget about which platforms/apps you prefer @kmullett // #SMTrine
- 35. // measuring the right things is this the right kind of measurement? @kmullett // #SMTrine
- 36. // social analytics & measurement am i popular and important yet? @kmullett // #SMTrine
- 37. // amplification? clues? trends? measuring brand visibility, engagement, reach, connections, and yes ROI. (twitter announces analytics Sept. 13th 2011) @kmullett // #SMTrine
- 38. // know what winning looks like more visible in search? @kmullett // #SMTrine
- 39. // it’s as measurable or more so… if talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts. @kmullett // #SMTrine
- 40. // get comfortable in front of a camera video is playing an increasing role! • differentiate from your competition • easy and inexpensive • increased visibility @kmullett // #SMTrine
- 41. // remember to H.E.L.P. HELP = Humanize message, Encourage conversation, Listen first, Promote Less. @kmullett // #NCSM
- 42. Trine University, thanks for having me i leave you with this @kmullett // #SMTrine
- 43. Social Media for Business: Trine University Social Media Near Misses and Outright Failures // Kevin Mullett kevinmullett.com twitter.com/kmullett facebook.com/kevinmullett linkedin.com/in/kevinmullett just google “kevin mullett” director of product development
- 44. // what is google +1 google +1 • will be used as “A” signal for google search to fight web spam • visible in search results and ads • on sites ala “like” button @kmullett // #SMTrine
- 45. // what’s in it for you? • cookies • letters • gift cards • long drives • naysayers • and much more @kmullett // #SMTrine
- 46. // own your brand &/or identity control? • clog the SERPs • push competition or bad info down • be proactive not reactive #4 on page 6 #7 on page 4 @kmullett // #BIN2011 #ORM
- 47. // who’s in control of your reputation? what will they find? 100’s more? stopping/or disabling isn’t the same as removing @kmullett // #SMTrine
- 48. // connections matter; let’s connect
Editor's Notes
- // Social Media for Business: Trine University, Social Media Near Misses and Outright Failures: Presented by Kevin Mullett, Director of Product Development for Cirrus ABS. October 14th, 2011.You can find Kevin: http://www.kevinmullett.com (blog), http://twitter.com/kmullett (twitter), http://www.facebook.com/kevinmullett (facebook), and on LinkedIn at http://www.linkedin.com/in/kevinmullett
- Social Media // "You take the blue pill – the story ends, you wake up in your bed and believe whatever you want to believe. You take the red pill – you stay in Wonderland and I show you how deep the rabbit-hole goes." –Morpheus Quote and picture from “The Matrix © 1999 Warner Bros. Pictures
- Social Media // Increased adoption or proliferation does not mean new. The tools and nomenclature are new but "social media“, websites, and blogging is not.
- The “Social Three” // You are here to find out how to add social media into your event marketing mix, but let’s start by actually talking about what I call the “social three”. Why? Because people use these terms interchangeably, when they are not in fact interchangeable. If you think about it we could just remove the “social” moniker off all of these and we would have good old fashion traditional media, networking, and marketing methods. Today we will discuss various aspects of the social sphere and social media optimization. Now the information I present today, much like search engine optimization information, will have a limited shelf life. A scant 7 years ago Facebook was created in a dorm room and now has more users than the population of the United States. A year ago many of you had no idea what Twitter was, now it has gone mainstream and is in countless TV commercials. I could waste the entirety of this seminar just talking about the rise and fall of various social services, percentage of market share, types of people who use each, etc. Instead I am going to breeze by some of those items at a high level, so I can spend more time giving you social marketing tips that will help your business.» social media which represents the tools we use for building followers, friendships, & contacts. Tools like twitter, facebook, linkedin, youtube, friendfeed, Buzz, foursquare, ning, to name only a fraction of the available services. Each have strengths and weaknesses and each need to be evaluated so we can put our time into the ones that will reap the largest ROI. I have both online and offline media tools represented because they are all just visibility tools.» social networking is the day to day interaction we have with contacts built using the various social media tools/services, in other words the “social” part. It is no different then when you attend a party, that you might otherwise pass on, in order to touch base with clients or potential clients. Now some might also toss in social networks, but let’s not make things confusing. Each tool has the potential to reach a percentage of your ideal market segment, group, individuals, or demographic. This is also to extend and optimize your circle of influence.» social marketing is the subtle, or not so subtle, use of one or more online tool to promote your business to the network you have established. Again no different than reminding those people you meet at parties, “hey I build killer websites, you should have me do one for you”. Over simplified? Maybe, but the real reason we’re here is to learn how to put this all into motion. We want to avoid the Me Monster. (me monster by Brian Regan)
- There is a lot of misinformation, speculation, opinion and hype being spread. worse is the expectation that social media should be free, effortless, and easy, yet produce greater ROI.
- It’s visibility and all about the benjamins: as with most forms of advertising you have to be where your ideal demographic can see you, which sometimes means you must be in front of competitors if necessary, but you must obey the rules or have your sign removed. If they see both signs, you need to tell a better story.photo by David Evers: http://flic.kr/p/5XwMZC
- Winning requires knowledge: To win against your competitors in the search optimization game requires some knowledge, unless your competition isn’t trying. It’s easy to win if there is no competition. To win requires an understanding of the rules so you don’t get disqualified. You can be the best driver, but if you are stuck in the back of the pack you will not have a chance to show it. Optimization is part of the race regardless if you have the knowledge or not. Of course you need to decide early on how much winning is worth and what your budget is to go after it. And like most things if you don’t have a strategy, well, we all know how that goes.At this very race a competitor was disqualified for getting a bit too creative with the rules. This is analogous to black hat search optimization techniques.
- Social Media // Right now, you need to be going where the traffic is or more pointently, where you can be visible. And while being visible is great, if efforts are put into areas where there is no intent for action it will be wasted time, money, and effort. Keep in mind too, that this is not a singular action. Social media campaigns are just another part of a NetCentered marketing approach. We will talk more about that later.Just who or what do we want to be visible too? The obvious answer is people who would like to use our product or service. The not so obvious answer is search engines. We want to make sure we are out where they are actively crawling.
- Do you know a business that everyone seems to like? Do they treat their business as a 9-5 job or do they seem to be involved with the community?
- Does social media work? That depends on what our strategy has identified as a win.What we really want to know is how to use social media as a means of; winning new business, enhancing customer service, providing offers and notifications, press releases and general promotion, manage our brand and reputation, awareness of our industry, promoting our knowledge experts, and keeping tabs on the competition. opportunityvisibilitycontacttop of mindexpertise
- It is time for brands who have been waffling to pull their heads out of the sand and participate in social. People struggling to comprehend keep harping about ROI without considering other value social media brings to the table. All else being equal, who do you think people will click on if they see a friends “recommendation”?How might this change who we select on a SERP page?Google enhanced social search on 02/17/2010. Connected via sources include, flickr, friendfeed, gmail, facebook, buzz, reader, google, more? Sometimes it is unclear why it picks the service because I will be connected to the person in more than one place.More on Google Social connections: http://www.google.com/s2/u/0/search/social
- Why don’t they “like” us // Are you being clear with your message? Do you have a message? Most of the time businesses worry to hide the action behind the aesthetics. Make sure you tell them what is in it for them and what to do.
- Social Media // So is this business winning at social media?I know what they want me to do.Instructions and identity are clear.I know I will be rewarded, even if not specific.The failure was a training breakdown. When trying to redeem the check-in offer the staff was not aware of it.
- Social Media // Success is in the details. make your signage clear educate EVERYONE
- Social Media // Which of these two will grow their facebook page?
- Social Media // Do these printed pieces promote social channels? What is the social strategy?Most make nothing more than feeble attempts. Literally amounting to nothing more than after thoughts. The AAF makes no attempt at all.
- social media // Go claim your business on location based services like Foursquare, Gowalla, Google Places, etc, and make sure the name address, and phone number matches.This won’t hurt to do even if your not looking for only local business.
- Social media works best when you are a willing participant, see value, & treat it like a lifestyle, instead of a task.
- Social Media // Rethink what you are paying for with any marketing method. All things being equal, what is the roi?
- Social Media: Google +1 hits the scene.Will be used as “A” signal for google search to fight web spamvisible in search results and adson sites ala “like” buttonAnnouncement:http://www.google.com/+1/button/http://www.wired.com/epicenter/2011/08/google-studying-re-ranking-search-results-using-1-button-data-but-its-touchy/ info about use as signal
- Social Media // Google +1 hits the scene, sort of. June 28th, 2011. business accounts not allowed yet (Ford and others as test clients) public google+ posts show up in search results opened to the public (September 20th, 2011)google.com/plus
- Social media is about expanding your IRL contacts and potentially developing more or enhanced F2F connections, regardless of which tool is used.
- What about online reputation monitoring? Caught being reactive instead of proactive! Not a good position to be in because it can take time to correct depending on when you catch it. Own your brand spots and push competitors off or down. setting up alerts is crucial to being aware of what is happening with your brand even if that brand is you.socialmention (sentiment, rss, csv), google alerts (email & rss), topsy (email & rss), samepoint (sentiment & rss), tweetdeck (twitter search), tweetalarm (email), tweetbeep (email), kurrently (rss), etc Other paid solutions: Lithium (ScoutLabs), radian6, sysomos, netbase, trackur, AuthorityLabs, etc
- Easy social media brand check: Use a service like namechk.com to go grab your brands social id’s. I think it is wise for both branding reasons, and for online marketing presence to grab them. If you have an intern, this would be a great task to set them out on. Which ones are important? Which ones don’t you want a competitor or squatter to have? While the backlink value for many is not high, the fact that search engines are constantly crawling these networks is worth noting. This is especially important while the crawl rate on your website is low.Posting links to some of these networks, like ning.com or mybloglog.com where the search engines already spend a significant amount of time, can lead to pages being indexed in under an hour and subsequently lead to radical improvement in new pages being indexed on your site.
- One of the common objections to participating in social networks for business use is privacy and mixing business with pleasure. In reality our information has been publically available for decades, albeit in a different format. It used to be on almost every street corner dangling at the ready for any stranger who took the time to peruse it.We used to do business with people we knew. They knew our kids, what we drove, our views, and sometimes when we where on vacation. A percentage of the market desires a move back to relationships with who we do business with.
- Social Media // Do you really value your privacy? At what cost? What does it take to get you to share and how much?
- Treat online reputation management as a positive ongoing activity rather than a defensive situation. Why do most want to always treat this as a negative? This is positive message buildingand is part of normal business activities. Are you providing good service.
- Social Media Optimization // What if one morning your shop was chained closed, sealed off, and you had no idea who to call to resolve the problem? ArsTechnica is just one of the latest stories where Facebook has shut down their page with no obvious way to reinstate it. http://arstechnica.com/business/news/2011/04/facebook-shoots-first-ignores-questions-later-account-lock-out-attack-works.ars?comments=1#comments-barhttp://techsavvyagent.com/video/facebook-shuts-down-page-with-47000-fans/
- // Own your online presence because free servicesoften cost you a lot of money in the long run. Free services come and go and in reality you have very little control over them. Own a domain! $10/ year (do it)
- Social Media // We want to get people back to your site after the event if possible so that if they want to share slides, pictures and other information it is happening on the channel you want to promote.Recent study shows up to seven times the mentions as a result of sharing buttons. http://www.emarketer.com/Article.aspx?R=1008586Read more about the Facebook Open Graph protocol. (http://developers.facebook.com/docs/opengraph)Get the twitter button > http://twitter.com/about/resources/tweetbuttonUse http://www.addthis.com/Usehttp://sharethis.com/
- We need visibility: Here is an idea. Go where the bots are. Now lets shoot for some social visibility. This concepts takes content you post via your website, twitter, facebook, linkedin, delicious and posts it on other services where others are spending time and where the search engines are crawling. Each unique URL on each service is a page that Google could choose to serve up in a SERP (Search Engine Results Page).
- Social Media // Facebook events are easy and cheap, but you sacrifice real thoughtful signups, info gathering, and at times a commitment to come. What about people who are not on Facebook?
- Social Media// Embed event signups on your website. embed signup capability via services like eventbrite
- Social Media // costly, embarrassing, job threatening test before deployment Forget about which platforms/apps you prefer
- Measuring the right things matters. The trap many fall into is trying to hard for friends, fans, and followers due to pride or greed. They have mistaken followers as accurate measures of value. Since followers can easily be bought or faked, they cannot be accurately used for valuation. Instead we must build organic followers with intent to interact with us.
- Looking at bogus social media analytics and measurement. We also must consider carefully how much weight we put on the types of people we engage with. These are great people to engage with, but they are likely to fill our pride tank before filling the coffers of our companies.
- Social Media // We need to look to other criteria to judge the success or failure of our efforts. Things like reach, engagement, attention capture, connectivity, interactions and more. We can use tools like Klout, TweetStats, Twitter Analyzer, Facebook Insights, TweetReach, and there are now ways to hook up Google Analytics to your Facebook fan page now as well. I could go on for a solid half hour or more on the various tools and methods for measurement. The point I want to drive home is to make sure we are measuring the right things.What are good metrics for social media success? To name just a few: influence, traffic, reputation and brand management, visibility, engagement, competitive intelligence garnered, and of course revenue. Let’s not forget revenue!
- We need to know what winning looks like. This would be a great time to input keywords you have selected based on validation efforts earlier into a tool like Rank Checker, a Firefox add-on, to establish a baseline for both your site, and that of your competitors. It is FAR from perfect but you can watch trends!When checking rankings use: IE = “InPrivate Browsing”, Firefox =“start private browsing “ , Chrome =“incognito”, Opera = “new private tab”, to avoid personalized results.You will also want to express the need for everyone in the company to be committed to monitoring contacts, calls, and lead sources for clues on what is working so you can do it again.http://tools.seobook.com/firefox/rank-checker
- If talking to me about defining ROI of social media you best be prepared with examples from your other marketing efforts.
- Social Media // get comfortable in front of a camera because video is playing an ever increasing role.differentiate from your competitioneasy and inexpensiveincreased visibility
- HELP = Humanize message, Encourage conversation, Listen first, Promote Less.
- Don’t forget to keep it fun!
- Social Media for Business: Trine University, Social Media Near Misses and Outright Failures: Presented by Kevin Mullett, Director of Product Development for Cirrus ABS. October 14th, 2011.http://www.kevinmullett.com (blog), http://twitter.com/kmullett (twitter), http://www.facebook.com/kevinmullett (facebook), and on LinkedIn at http://www.linkedin.com/in/kevinmulletthttp://www.cirrusabs.com, http://www.twitter.com/cirrusabs, http://www.facebook.com/cirrusabs, http://www.youtube.com/user/cirrusabs, http://www.linkedin.com/compaines/cirrus-abs, by email: info@cirrusabs.com or by phone: 1.877.817.4442.
- SEO for Visibility, Action & Conversion: Google +1 hits the scene.Will be used as “A” signal for google search to fight web spamvisible in search results and adson sites ala “like” buttonAnnouncement:http://www.google.com/+1/button/http://www.wired.com/epicenter/2011/08/google-studying-re-ranking-search-results-using-1-button-data-but-its-touchy/ info about use as signal
- What is in it for you to participate in social media? cookies letters gift cards long drives naysayers and much more
- While I really wouldn’t call this controlling the SERPs, you are setting yourself up to have something to work with should something happen. More things indexed that can be pushed.
- Who’s in control of your online reputation and visibility? What will potential employers find?What do you think I could find right now? Stopping use isn’t the same as removing nor isdisabling an account.
- // Social Media for Business: Trine University, Social Media Near Misses and Outright Failures:. Presented by Kevin Mullett, Director of Product Development for Cirrus ABS. You can find Kevin: http://www.kevinmullett.com (blog), http://twitter.com/kmullett (twitter), http://www.facebook.com/kevinmullett (facebook), and on LinkedIn at http://www.linkedin.com/in/kevinmullett