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Using Social Media to
Impact Your Brand
agenda
Intro: About Hive & Susan   Transformation
Social Media is Confusing   Avoiding Rip-Off
What Works (& Doesn’t)      Tips and Tactics
introduction: about hive marketing
corporate history| current clients| digital atlanta
about
   I spent 10+ years coming up with
    creative marketing strategies for
    opening hotels like The Westin Arlington
    Gateway & W Atlanta Downtown.
   In May 2009, I started Hive Marketing
    to help hotels and restaurants with
    social media. Hive has grown to include
    all kinds of businesses.
   Current clients include Richfield
    Hospitality, FranNet of Georgia,
    Highgate Hotels, Dolce Hotels & Resorts,
    and Crawford & Co.
   I’m also the co-organizer of Digital
    Atlanta, a week-long series of events
    celebrating Atlanta’s digital community.
social media is confusing
facebook| twitter| youtube | linkedin
There are a lot
       of tools.
“Social media is not about Facebook or MySpace
or Flickr or Twitter or blogs or YouTube. It’s about
having a strategy for making your company or
organization more like a person and less like a
machine. It’s about humanization.”

                                         Jay Baer
                           www.convinceandconvert.com
social media is:                  social media isn’t:

   a conversation                   a sales pitch
   a good way to raise your         a guaranteed book deal
    internet profile                  or appearance on Conan
   a way for potential clients      a get-rich-quick scheme; a
    to find and get to know           panacea; or an excuse to
    your business                     stop selling
   a marathon                       a sprint
   a targeted community of          a giant audience of any
    the right people                  people who’ll listen
why you should care
   1 in every 11 people on Earth is on Facebook.
   More than 2.5 million websites have Facebook
    integration.
   13% of internet users are on Twitter; many more
    people “lurk” than talk.
   News of Bin Laden’s death broke on Twitter at
    10:25pm; Obama announced it at 11:35pm.
what works and doesn’t work
be real. really.
12
                                     be real

     Authenticity and transparency are the
     name of the game. The “royal we” is off-
     putting, but so is a conservative company
     that tries to be too hip. Be who you are
     in social media, and tell the truth.
There is a
disconnect when
your Twitter
handle includes
the word “cares”
and you have
protected your
account.
A tweeter for the
American Red Cross
accidentally sent a
personal tweet from the
wrong account. They
quickly admitted the
mistake and moved on,
which resulted in Dogfish
Head starting a Twitter
fundraising drive for
them.
15
                            cocktail party

     Treat your social media accounts like a
     cocktail party – heavy on listening and
     making conversation; light on the sales
     pitches.
Corning only
allows its own
posts on
Facebook.
There’s no point
in being there if
you don’t want to
hear from
customers.
Coca-Cola’s Facebook page is
all about the fans.
18
                        complaints

Face complaints head on. Respond to
everything quickly, and don’t be
defensive! Your response is a commercial
for the next customer.
After a negative tweet
about Price Chopper,
the grocer called the
tweeter’s boss to
complain!
Nestle to Facebook fan: “Thanks for
the lesson in manners.”
When his customer
tweeted about her
pizza being delivered
an hour late, Domino’s
franchisee Ramon
DeLeon made a video
to apologize and sent
free pizzas to the
local Social Media
Club to generate some
positive buzz on
Twitter.
22
                behind the curtain

Show off your team. Use photos and
videos (even informal ones) to humanize
your company. Give your fans the inside
scoop.
24
                                 slow burn
     Because social media takes place online,
     people think it can be measured like
     PPC ads. You should look at it more like
     playing golf or going out to dinner – an
     investment in relationships.
how to measure roi

One size does not fit all. Your success
should be determined by your objectives.
Social media is infinitely measurable, as
long as you are strategic and know what
you want to achieve.
If your objective is:                 Measure success by:

   Deepening your relationship with          Counting the number of referrals
    existing customers….                       you get from fans and followers.
   Spreading the word to as many             Tracking your fan and follower
    people as possible….                       counts.
   Improving your search results….           Benchmarking and tracking how
                                               you rank over time.
   Establishing authority in a
    particular field….                        Counting how often you appear in
                                               queries.
   Driving revenue to a particular time
                                              Counting how much incremental
    period or product line….
                                               revenue you make.
[Facebook Insights]
[Twitter Metrics]
[YouTube Insight]
[LinkedIn]
don’t get ripped off
32
                                    one size
     Again, one size does not fit all.
     If your consultant doesn’t ask you what
     your goals are, or doesn’t insist on a
     method of measurement, you should
     be worried.
33
                         quality/quantity
     Quality is more important than quantity.
     You are much better off with a smaller
     number of people who actually care about
     what you have to say than a large number
     of fans who don’t care.
34
                                   phase out
     A social media consultant should be
     willing to turn everything over to an in-
     house person. You should have access
     to pages, passwords, and other
     information without a fight.
35
                                      paying
     Social media is free to use. You are
     paying for creativity and expertise, so
     make sure that you are selecting a
     provider who brings that to the table.
social media transformation
ShelfGenie | Barry Falcon
Facebook       These 5 pictures
                     can be used
                     more effectively
                     to visually
Using the full       describe your
available size       brand.
(200px X
600px) of your
profile picture is
smart.
Facebook
Great and
varied
pictures!

            Before and
            after video
            would be a
            great addition.
Facebook
Very thorough
and complete
info page.
                Text-heavy.
                May want to
                shorten and
                refer readers
                to website.
Facebook
Corporate
should like all
Zees’ pages
and vice
versa.            Most recent
                  post is from
                  March.
Twitter


                Following 1
                person,
                followed by
                63.
Background is
hard to read.
Most people
use a Twitter
client.
Twitter


Listen and
share more       Follow people
than you talk.   in related
                 space: Real
                 Simple,
                 Unclutter, etc.
Website
                            Free Tips Newsletter includes
                            perfect social media content.




Before & After shots make
 great Facebook content.
Website




          Add social media icons to your
          home page and contact page.
tips and tactics
A Note on Google+
   Google+ is about tying social to search to improve
    search results based on your social graph.
   Businesses will get special features. These roll out in
    two weeks.
   So far, I love the Hangout feature and Circles, but I
    think it’s hard to figure out how to add people.
   If you need an invite, email me!
Tips for Facebook
   Don’t use a personal profile or a group for your
    business; use a page.
   Link Facebook to Twitter (and maybe LinkedIn) to save
    time on posts.
   “Like” complimentary businesses and professionals.
   Use Facebook ads for granular targeting.
   Don’t always post the same things on personal and
    business pages.
Tips for Twitter
   Leave room to be retweeted: 120 instead of 140.
   Use TweetDeck or Seismic to manage multiple
    accounts.
   Use HootSuite, SocialOomph, or Vitrue Publisher to
    automate some posts.
   Don’t use an automated message for new followers.
   Use a link shortener like bit.ly.
Tips for LinkedIn
   Don’t link Twitter to LinkedIn. Use #in.
   Set up an RSS feed of your LinkedIn contacts to stay up
    to date.
   Join groups to access more people. Search is biased by
    connection, so the more you have, the more people you
    can see in search.
   Check your profile often. This is the 1st place your
    customers and vendors go to check up on you.
Tips for Everything Else
   Use Google Reader to collect RSS feeds of all the
    blogs you like.
   Set up a Google News Alert for your name, your
    company, and your customers.
   Make a social media calendar.
   Disable most email notifications.
   Find secondary sources of content (like IFA Smartbrief).
thank you.



404.964.5765

                     susan.barry@hive-marketing.com
© 2011 hive marketing | all rights reserved

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Using social media to impact your brand.seff

  • 1. Using Social Media to Impact Your Brand
  • 2. agenda Intro: About Hive & Susan Transformation Social Media is Confusing Avoiding Rip-Off What Works (& Doesn’t) Tips and Tactics
  • 3. introduction: about hive marketing corporate history| current clients| digital atlanta
  • 4. about  I spent 10+ years coming up with creative marketing strategies for opening hotels like The Westin Arlington Gateway & W Atlanta Downtown.  In May 2009, I started Hive Marketing to help hotels and restaurants with social media. Hive has grown to include all kinds of businesses.
  • 5. Current clients include Richfield Hospitality, FranNet of Georgia, Highgate Hotels, Dolce Hotels & Resorts, and Crawford & Co.  I’m also the co-organizer of Digital Atlanta, a week-long series of events celebrating Atlanta’s digital community.
  • 6. social media is confusing facebook| twitter| youtube | linkedin
  • 7. There are a lot of tools.
  • 8. “Social media is not about Facebook or MySpace or Flickr or Twitter or blogs or YouTube. It’s about having a strategy for making your company or organization more like a person and less like a machine. It’s about humanization.” Jay Baer www.convinceandconvert.com
  • 9. social media is: social media isn’t:  a conversation  a sales pitch  a good way to raise your  a guaranteed book deal internet profile or appearance on Conan  a way for potential clients  a get-rich-quick scheme; a to find and get to know panacea; or an excuse to your business stop selling  a marathon  a sprint  a targeted community of  a giant audience of any the right people people who’ll listen
  • 10. why you should care  1 in every 11 people on Earth is on Facebook.  More than 2.5 million websites have Facebook integration.  13% of internet users are on Twitter; many more people “lurk” than talk.  News of Bin Laden’s death broke on Twitter at 10:25pm; Obama announced it at 11:35pm.
  • 11. what works and doesn’t work be real. really.
  • 12. 12 be real Authenticity and transparency are the name of the game. The “royal we” is off- putting, but so is a conservative company that tries to be too hip. Be who you are in social media, and tell the truth.
  • 13. There is a disconnect when your Twitter handle includes the word “cares” and you have protected your account.
  • 14. A tweeter for the American Red Cross accidentally sent a personal tweet from the wrong account. They quickly admitted the mistake and moved on, which resulted in Dogfish Head starting a Twitter fundraising drive for them.
  • 15. 15 cocktail party Treat your social media accounts like a cocktail party – heavy on listening and making conversation; light on the sales pitches.
  • 16. Corning only allows its own posts on Facebook. There’s no point in being there if you don’t want to hear from customers.
  • 17. Coca-Cola’s Facebook page is all about the fans.
  • 18. 18 complaints Face complaints head on. Respond to everything quickly, and don’t be defensive! Your response is a commercial for the next customer.
  • 19. After a negative tweet about Price Chopper, the grocer called the tweeter’s boss to complain!
  • 20. Nestle to Facebook fan: “Thanks for the lesson in manners.”
  • 21. When his customer tweeted about her pizza being delivered an hour late, Domino’s franchisee Ramon DeLeon made a video to apologize and sent free pizzas to the local Social Media Club to generate some positive buzz on Twitter.
  • 22. 22 behind the curtain Show off your team. Use photos and videos (even informal ones) to humanize your company. Give your fans the inside scoop.
  • 23.
  • 24. 24 slow burn Because social media takes place online, people think it can be measured like PPC ads. You should look at it more like playing golf or going out to dinner – an investment in relationships.
  • 25. how to measure roi One size does not fit all. Your success should be determined by your objectives. Social media is infinitely measurable, as long as you are strategic and know what you want to achieve.
  • 26. If your objective is: Measure success by:  Deepening your relationship with  Counting the number of referrals existing customers…. you get from fans and followers.  Spreading the word to as many  Tracking your fan and follower people as possible…. counts.  Improving your search results….  Benchmarking and tracking how you rank over time.  Establishing authority in a particular field….  Counting how often you appear in queries.  Driving revenue to a particular time  Counting how much incremental period or product line…. revenue you make.
  • 32. 32 one size Again, one size does not fit all. If your consultant doesn’t ask you what your goals are, or doesn’t insist on a method of measurement, you should be worried.
  • 33. 33 quality/quantity Quality is more important than quantity. You are much better off with a smaller number of people who actually care about what you have to say than a large number of fans who don’t care.
  • 34. 34 phase out A social media consultant should be willing to turn everything over to an in- house person. You should have access to pages, passwords, and other information without a fight.
  • 35. 35 paying Social media is free to use. You are paying for creativity and expertise, so make sure that you are selecting a provider who brings that to the table.
  • 37. Facebook These 5 pictures can be used more effectively to visually Using the full describe your available size brand. (200px X 600px) of your profile picture is smart.
  • 38. Facebook Great and varied pictures! Before and after video would be a great addition.
  • 39. Facebook Very thorough and complete info page. Text-heavy. May want to shorten and refer readers to website.
  • 40. Facebook Corporate should like all Zees’ pages and vice versa. Most recent post is from March.
  • 41. Twitter Following 1 person, followed by 63. Background is hard to read. Most people use a Twitter client.
  • 42. Twitter Listen and share more Follow people than you talk. in related space: Real Simple, Unclutter, etc.
  • 43. Website Free Tips Newsletter includes perfect social media content. Before & After shots make great Facebook content.
  • 44. Website Add social media icons to your home page and contact page.
  • 46. A Note on Google+  Google+ is about tying social to search to improve search results based on your social graph.  Businesses will get special features. These roll out in two weeks.  So far, I love the Hangout feature and Circles, but I think it’s hard to figure out how to add people.  If you need an invite, email me!
  • 47. Tips for Facebook  Don’t use a personal profile or a group for your business; use a page.  Link Facebook to Twitter (and maybe LinkedIn) to save time on posts.  “Like” complimentary businesses and professionals.  Use Facebook ads for granular targeting.  Don’t always post the same things on personal and business pages.
  • 48. Tips for Twitter  Leave room to be retweeted: 120 instead of 140.  Use TweetDeck or Seismic to manage multiple accounts.  Use HootSuite, SocialOomph, or Vitrue Publisher to automate some posts.  Don’t use an automated message for new followers.  Use a link shortener like bit.ly.
  • 49. Tips for LinkedIn  Don’t link Twitter to LinkedIn. Use #in.  Set up an RSS feed of your LinkedIn contacts to stay up to date.  Join groups to access more people. Search is biased by connection, so the more you have, the more people you can see in search.  Check your profile often. This is the 1st place your customers and vendors go to check up on you.
  • 50. Tips for Everything Else  Use Google Reader to collect RSS feeds of all the blogs you like.  Set up a Google News Alert for your name, your company, and your customers.  Make a social media calendar.  Disable most email notifications.  Find secondary sources of content (like IFA Smartbrief).
  • 51. thank you. 404.964.5765 susan.barry@hive-marketing.com © 2011 hive marketing | all rights reserved