Using Social Media (Tips and best practices)
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Best practice tips on social media. This presentation covers social media principles, different social media channels, and offers ideas on how brands can drive focus. This presentation was made at the Timber Frame Guild in Burlington VT, 2013.
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Using Social Media (Tips and best practices)
- 2. TODAY’S AGENDA 2 Social Media Fundamentals Key Social Media Channels Case Studies Driving Focus for Timber Framers Interaction
- 3. Backyard Birding: Lure, Engage, Retain Why do Cardinals kiss? Do birds that bees ever get stung? How do you attract Orioles?
- 4. Five Key Principles to Drive Social Engagement 4
- 5. 5 Things You Should Be Doing 1. Finding compatible consumers 2. Effective on-boarding, or getting to know them better 3. Turning them into brand ambassadors 4. Driving ROI: Revenue up, costs down 5. Getting your own team on board 5
- 6. 6
- 7. 7 Reasons to Start Social Networking 1. You have to reduce costs 2. You have to learn to listen 3. You have to focus on customer service 4. You have to establish credibility 5. You have to spread the word 6. You have to drive revenue 7. You need it to be complete 7
- 8. Social Landscape •Facebook – largest social platform, allows plugins from other social sites •Twitter – microsite, used to publish snippets of information •LinkedIn – BtoB networking site •YouTube – video sharing •Google – search, communities •Blogger/Wordpress – full on publishing site •Pintrest – photo sharing and collaboration site, DIY •Zynga – online social gaming •Gaia – casual MMO, forum based •Goodreads – book reviewing community •TripIt – travel, event sharing •Yelp – review site 8
- 9. 1. Understand EdgeRank – edgerankchecker.com 2. Include photos and videos. 3. Don‟t post links via 3rd party. 4. Change your cover image regularly. 5. “Pin to top” feature will stay for 7 days-rotate older content 6. Optimize your App thumbnails – woobox.com 7. Keep up with insights. 8. Check your notifications – hyperalerts.no 9
- 10. 3 Connections 1.„Like‟ button 2.„Vote & Share‟ 3.Comment box Affinity goes up when a user likes or comments Weight rankings (in order): new FB features, videos, pictures, links, & text. The more recent a post, the more valuable it is. Wednesday at 3:00pm is consistently the busiest period. 1st 2nd 3rd 10
- 12. 1. Consider a micro-blog 2. Customer care and awareness 3. Easy, free distribution 4. Little buy-in required from consumers 5. Your community will share your message 6. Search allows you to connect to your community 7. Easy to cross-reference the in-depth tools 8. Public collaborations and conversations 12
- 13. Tips for Following • To find people import your contact databases, and follow those that your followers are following. Also be sure to follow competitors. • Do a search for experts in your field who are tweeting – wefollow.com • Follow back all relevant people and companies following you • Spend some time conducting searches and hashtags relevant to your business • Create lists to easily segment people you are following 13
- 15. 1. Customer care and lead generation 2. Best B2B platform 3. Grow your network– LinkedIn Ads 4. Create public and private groups 5. Use polls for opinions and feedback 6. Find new hires 7. Stay connected 8. Build online referrals and recommendations 15
- 16. LinkedIn + SEO • Include a professional headshot • Include keywords in job position title • Link to company blog under “Websites” • Add Twitter handle • Claim unique URL and then drop it into email signatures • Write a summary in the first person • Include keywords and add a bit of your own personality • Under “Specialties”, include a line list all skills one on top of the other to make your profile easy to read • Make sure to add plenty of skills in the “Skills” section • Move recommendations closer to the top 16
- 17. 17 YouTube Overview • Big opportunity for people to find you • Showcase stories, quick clips, promote an event or services • Stream from your computer or use a small flip camera • Post videos as often as possible • Try: Vimeo, YouTube (look up LuminateMarketing.com)
- 18. 18 YouTube-B2C
- 19. 19 YouTube-B2B • Optimize the title & description • Use 5-7 relevant keywords as tags • Popularity is important in how your video will rank in search results • Use YouTube analytics to see how many links and embeds a video has accumulated • Ratings & comments indicate higher quality & interesting content
- 20. 20
- 21. 21 Google+ Overview • Circles = segmentation • Sparks = blog posts, videos and other content curated to users specific interests • Hangouts = video conferencing • The main advantage is the ability to integrate other Google tools (like sharing docs) during a hangout conference meeting
- 22. Google+ moves up to second place in social networks Source: Article by ZD Net on Jan 26, 2013 • Google+ has grown in terms of active usage by 27% to 343m users to become the number 2 social platform. • Google+ has slowly been climbing its way toward becoming a global network. 22
- 23. 23 Google+-B2C • Amazon promotes their online specials and new releases. • Individuals can comment and leave feedback on products.
- 24. 24 Google+-B2B • Use Circles to segment customers, leads and other individuals that you do business with. • Use Sparks to find trending content on the Web. • Announce new projects • Live Q&A • Provide information to hard to reach individuals within your company.
- 25. 25 Podcast Overview • Provide an effective communication tool • Build a relationship with your customers • Gives you the opportunity to promote value-added incentives • Easy to use • Increase in traffic • Respond to consumer feedback
- 27. 27 Podcasts-B2B • Reach a new audience • Highlight your authority • Increase your advertising opportunities • Try to offer podcasts on a consistent basis Human Resources
- 28. 28 Flickr Overview • Free image and video hosting website • Offers web services and an online community Images are organized using Tags, allowing searchers to find images related to specific topics • If one of your images is found, you can drive them back to your website • A good way to get free traffic to your site
- 29. 29 Flickr-C2B • Customer testimonial posted to Flickr that demonstrates the effectiveness of the product. • This post generated other consumer comments and feedback.
- 30. 30 Flickr-B2B • Link an image to your website to improve the page rank • Create product images for effective online shopping • Post diagrams, executive headshots, and office photos • Tag your photos with keywords • Post images to a blog • Share your profile
- 31. 31 Pinterest Overview 1. What does my target audience want to see? 2. How can I get them to engage with my photos? 3. What will get them talking about my company? • The act of „pinning‟ involves patterns and themes • Appeals to emotions and creates imitiacy • Get followed, SEO is important • Pinterest/Instagram #hashtags
- 32. 32 Pinterest-B2C • Engage with individuals whose interests you share • Build your brand awareness • Measure engagement of your pins by the „likes‟ and „re-pins‟
- 33. 33 Pinterest-B2B • Thought leadership • Generate traffic to blog • Pin your current creative campaigns • Show off company culture • Incorporate a „pin-it‟ button so others can share your content
- 34. 34 Tumblr Overview • Multi-media micro-blogging platform • Posts are short, but not limited in length • Posts often feature images, audio, and video • Combines concise messages with creativity • Users can follow blogs they like and reply & like posts from other users
- 35. 35 Tumblr-B2C • Updates on the status of the Twitter service • Ability to tweet issues from the Tumblr blog • The number of tweets shows the effectiveness of this Tumblr blog
- 36. 1154 LILL Studio
- 37. 37 Tumblr-B2B • Its free and customizable • It can be measured with Google Analytics • Incorporate hash tags for tweeting
- 38. 38 Foursquare Overview • Takes advantage of the 3 biggest digital marketing trends: • Social media • Mobile technology • Location based services • Engage by changing your specials often • Leave tips, insights, and information about your business
- 39. 39 Foursquare-B2C • Create Foursquare specials in the merchant platform • Specials can target new customers (with a newbie special) or existing customers (with a loyalty special) http://4squareoffers.com/
- 40. 40 Foursquare-B2B • Data such as daily movements, likes, dislikes, and behavioral trends can be followed • Location becomes important when you are involved in client meetings, conferences/workshops, or trade shows • List your booth/section as a Foursquare location at an event. • Be sure to provide an incentive for their check-in!
- 41. Yelp Overview • One of the most widely used and respected online search and review services. • Yelp is a blend of customer service, product development, and marketing. • Yelp provides valuable data and allows you to connect with your customers and potential customers. 41
- 42. Yelp – for businesses • Fill out your profile completely • Ask for reviews • Try to prevent good reviews from being filtered out • Respond to reviews • Try running a Yelp deal 42
- 43. Yelp – for consumers • Yelp places more marketing power into consumer‟s hands in the form of online opinions, reviews, and complaints. • In this day and age, this means that your customers may have more influence than your marketing department! 43
- 45. Preferred Communication Email = Personal Mobile = Urgent Social = Public 45
- 46. 1. Use It To Find The Right People • Give a reason to join your list • Offer something compelling • Keep the sign up simple 46
- 47. 2. Assurance Goes a Long Way • Test to establish winning content along multiple channels. • Include a social plugin on your email sign up page to friends that have liked. 47
- 48. 3. Strip Out The Rhetoric 48
- 49. 4. Track Opens, Views, & the Dialogue Social Email 49
- 50. 5. Leverage Your Brand Ambassadors • Find your brand ambassadors on your social sites. • Prioritize further by segmenting those that have shared your content. • Leverage social feedback into email campaigns or on your site. 50
- 51. Social Media Absolutes • Offer a reason to follow • Use lots of pictures, video, podcasts… • Become a facilitator… • Respect privacy • No need to be cute, be sincere, consistent, & sustain • How to really get (re)started? 51
- 52. 52 Social Measurement 1. Engagement 2. Reduction in cost 3. Attributable revenue The three-fold impact of social media.
- 53. The Best Companies Using Social Media (according to 650+ social media practitioners): 53
- 54. 54
- 55. 5 Action Items for Mobile 1. Identify and target your mobile audience 2. Focus on subject lines and preview text 3. Practice your content 4. Design for mobile 5. Use mobile landing pages
- 56. Five things to consider for your channels 1. Messaging- Is the channel reliable and can keep your customers engaged… 2. Content- Is the content relevant to what the customer wants… 3. Customers- Where do they hang out… 4. Focus… 5. Be conversational…
Editor's Notes
- Have something that makes an individual want to become a fan of your page. Focus on good content and encouragement. Once they become a Fan, try and engage. There is now a built-in notification function that allows the Admins to see who ‘likes’ and ‘comments’.Remember, they are the ones who have the power to increase your visibility.
- There are so many different types of social media sites out there. And they all center around different things.
- Understand EdgeRank –formula that determines the visibility of your content, Facebook pre-determines who sees what in the News Feed, on average 16% of your fans see the content you’ve posted. Sponsor your edgerankchecker.com or crowdbooster.com2. Include Photos & Videos-Try to keep your Facebook updates under 160 characters, posting photos gives you maximum visibility 3.Don’t post links via 3rd party apps-for example, Ford uses Publisher to post photos, but it doesn’t include a share button and share count. You want to post as manually as possible. 4.Change your cover image regularly-with Timeline you caninclude, contact info, calls to action, or big arrows directing you to ‘like’. 5.“Pin to top” feature-on a Fan page-will stay there for 7 days max, this way you can rotate older content / whisper code6. Optimize your App thumbnails-all tabs have unique URLS / Photos is always going to stay in place / Don’t show your ‘likes’ in the top 3 -Woobox.com (make a tab a redirect link)7. Keep up with Insights-need to measure what is doing well and what isn’t / Engagement rate-(public stat you can configure) # of people talking about a page divided by total number of fans The average engagement rate for a page is 2% In Facebook Insights: Look at Engaged Users, click on the number in Insights and it will show you what content was engaging and clicked on 8. Check your notifications-Hyper Alertswww.hyperalerts.noget alerted when ANYONE has commented on your wall. You don’t have to be the Admin of a fan page to be alerted (can keep up with competitor pages and what is being posted)
- Source: http://mashable.com/2010/10/28/facebook-activity-study
- Change your cover image regularly-with Timeline you caninclude, contact info, calls to action, or big arrows directing you to ‘like’. The example shown is from the Jimmy John Facebook page. They change their cover image regularly, sometimes even twice in the same week. Their cover image design is consistent which makes it easy for them to create new content and change regularly. These cover images also generate likes and comments. Jimmy John Facebook page: https://www.facebook.com/jimmyjohns
- • Find people to follow by importing your contact databases using tools that Twitter provides. Then, broaden this action by following those that your followers are following– where relevant. Be sure to also follow people that your competitors are following.• Do a search for experts in the field who are tweeting. You can find people to follow on sites like Wefollow.com or Twibes.com.• If possible, try to make sure to follow back relevant people and companies that are following you. You don’t want to upset prospects, customers or partners by not following them!• Twitter provides easy search functionality so that you can find people that are talking about your company and your industry. Spend some time trying out different searches and hashtags that are relevant to your business. Onceyou find the people who are contributing most to the conversation, start following them.• Read the tweets of those you follow and search for tweets on keywords relevant to your product or service. Twitter client applications such as TweetDeck, Hootsuite, and Seesmic are useful for organizing your Twitter feeds, managing multiple microblogging accounts, and post or scheduling posts from multiple users.• Create lists. By creating a list you can easily segment people who you are following. As an example you can create a list for hot prospects, customers, and one for competitors.Source: Marketo_Tips for the social marketer cheat sheet_Twitter.pdf
- SOURCE: http://superior-ind.com/blog/5-reasons-superior-benefits-from-linkedin
- LinkedIn is fantastic for SEO and having properly optimized pages, bothcompany and employee can boost SEO and organic visibility. Encourageemployees to optimize their pages by using the following quick tips:Source: Marketo_Tips for the social marketer cheat sheet_LinkedIn.pdf
- Google+’s growth has come at the expense of smaller social networks.Looking ahead, it appears that the global networks, led by Facebook, Google+, Twitter and YouTube, will all continue to grow at the expense of the local social networks.Source:http://www.zdnet.com/google-moves-up-to-second-place-in-social-networks-7000010372/
- Fill out your profile: Yelp values businesses that have filled out their profiles to the greatest extent possible. Take advantage of this easy-to-achieve ranking factor and fill out as many of the business information fields as you can, including your company's hours of operation, website address, pictures and more.Ask for reviews: It's against Yelp's terms of service to pay reviewers or to engage in review trading scams. So there’s no harm in asking customers with asking customers to take a few minutes to leave their thoughts. Try to prevent good reviews from being filtered out: Perhaps the biggest complaint about Yelp's service is that positive reviews left by actual customers are often hidden behind the company's review filter which happens because Yelp's algorithmic filter tries to prevent review scams by weeding out comments from people who haven't filled out their personal profiles completely and who have left only a single review on the site. If you see good reviews being filtered out of your company's Yelp profile, reach out to the customers and let them know that their comments aren't being seen. You can encourage them to fill out their profiles more completely, review other businesses they know and add you as a personal friend.Respond to reviews: responding to reviews can help boost the odds that you'll get a high ranking in the site's internal search results. When responding, avoid using stock responses that make you look insincereRun a Yelp deal: to drum up business and improve visibility of your company’s listing, consider running a deal. Yelp Deals function like Groupon or Living Social deals. You can offer a discount that Yelp users claim through the site (for example, a $20 gift certificate for $10). Yelp then promotes your profile to a wider audience in an effort to generate revenue via deal purchases, resulting in greater visibility for your company.Source: http://www.entrepreneur.com/article/225570?hootPostID=6cf642edcd9ae786ab3708ccbd05b178
- Source: http://www.nodiamonds.com/yelp-how-b2b-marketing-is-changing.html
- I am sharing these companies for social inspiration.Visit their social channels and see what you could incorporate into your own social strategy. Source: http://usefulsocialmedia.com/newyork/usm-2012-highlights.pdf / (Page 14 of 39)
- Make each action item on it’s own slide From The New Inbox presentation