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Beyond Facebook Part 1 - Optimization Summit


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Part 1 of Beyond Facebook covering Twitter and LinkedIn for the Optimization Summit (

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Beyond Facebook Part 1 - Optimization Summit

  1. 1. Beyond Facebook: Marketing on Other Social Networks<br />Session Leaders: Mark Juleen, Charity Hisle, & Brent Williams<br />
  2. 2. What do you want to take away?<br />
  3. 3. Topics We Will Cover<br />What to Tweet<br />Participating in the “Conversation”<br />Building your network<br />How to manage your Tweets<br />Distribution to and from Twitter<br />
  4. 4. Twitter – Getting Started<br />First, set up an account<br />Fill out your account information<br />People want to know who you are before the follow you!<br />Go “under the radar” and tweet to nobody<br />Few people will follow you back if you haven’t tweeted yet<br />Start following people<br />
  5. 5. Who Will Be Tweeting?<br />Individual Accounts Without Company Name<br />Example: @TamelaCoval<br />Individual Accounts Branded With Company Name<br />Example: @CarrieatRoscoe<br />Company Branded Accounts<br />Example: @TrainingFactor<br />
  6. 6. Who Are We Trying To Reach?<br />Identify who are your target audiences:<br />Existing Customers<br />Sales Prospects<br />Business Network<br />Shareholders<br />The Local Community<br />Remember that your Tweets will be public, so even if you choose one audience over another, they can still see your Tweets!<br />
  7. 7. What Should We Be Tweeting?<br />Product Rollouts and Special Deals<br /> From @Starbucks<br />
  8. 8. What Should We Be Tweeting?<br />Contests and Community Involvement<br /> From @CowBoom<br />
  9. 9. What Should We Be Tweeting?<br />Company News<br />If a news entity, like New York Times, it links to their news posts.<br /> From @JetBlue<br />
  10. 10. What Should We Be Tweeting?<br />Customer Service and Rapport Building<br />
  11. 11. What Should We Be Tweeting?<br />Get Creative!<br />The Flatulent Office Chair<br /><br />Albion’s Oven<br /><br />Automatic Pool Tweets?<br />“The pool just hit 80 degrees! Stop stressing and get out here!”<br />
  12. 12. Interacting With Twitter<br />@Username<br /> (reply)<br />RT @Username<br />(“Retweet”= Forward)<br />
  13. 13. Interacting With Twitter<br />Direct Messages (“DMs”)<br />Private messages sent directly to a user<br />Hashtags (#)<br />Hashtags are a way to categorize Tweets<br />#SuperBowl<br />#AptChat<br />Services to “watch” a Twitter Chat using a hashtag<br />TweetGrid (<br />
  14. 14. Twitter Etiquette<br />Watch what you Tweet about<br />You will be heard! Remember that you are speaking in a room full of other people<br />Nobody wants to hear how good your egg salad sandwich was<br />
  15. 15. Twitter Etiquette<br />Twitter Spam<br />Following thousands of people hoping they will follow you back.<br />Replying to people for the same reason.<br />
  16. 16. First, strategize! Look back at your “audiences” and let that guide you in how to find people to follow.<br />Find existing customers and contacts<br />Use the Invite By Email feature and enter their email addresses in the system. If they are already on Twitter, you will instantly “follow” them. If not, it will send them an invitation to join Twitter. <br />Make sure this is reasonable to do with your network.<br />Try FB140 to find your Facebook contacts (<br />Who Do You Follow?<br />
  17. 17. Who Do You Follow?<br />Who are your contacts following?<br />Look at their Following list in Twitter<br />Mr. Tweet<br /><br />Twubble<br /><br />Who Should I Follow<br /><br />
  18. 18. Who Do You Follow?<br />Local Community<br />Twellow (Twitter Directory)<br /><br />Nearby Tweets (Find Local Twitter-ers)<br /><br />TwitterLocal (Desktop App for Local Tweets)<br /><br />
  19. 19. Who Do You Follow?<br />Twitter Search<br /><br />Containing Certain Keywords<br />From or To a Specific Person<br />Location-Based Search<br />Mentions of your product type or even competitor<br />Using Your Twitter Management Tool For Keyword Searches (i.e., TweetDeck or Seesmic)<br />
  20. 20. How To Get Followers<br />Follow-Backs<br />Directed to your Twitter page from other locations<br />You Facebook Fan Page or other social media accounts<br />Your website<br />On all communications and collateral<br />Referrals and recommendations (i.e., “Follow Friday”)<br />Create quality content that people RT or Reply to<br />
  21. 21. Managing Your Following List<br />Friend Or Follow<br /><br />Are you following somebody and they aren’t following you back? That could hurt your ratio!<br />
  22. 22. Twitter Lists<br />Allows you to organize different types of Twitter users.<br />If you have a policy of auto-following users, your following list may too big to manage. Lists allow you to keep track a smaller segment of that list.<br />@JasonFalls<br />
  23. 23. Twitter Tools<br />TweetDeck<br />Manages multiple accounts<br />Posting to multiple accounts<br />Seesmic<br />Manages multiple accounts<br />Posting to multiple accounts<br />Acquired<br />Negative: Notification does not show the actual Tweet<br />
  24. 24. Mobile Apps<br />SMS Text Messaging<br />Standard Twitter feature<br />Tweetie (for iPhone)<br />(<br />OpenBeak (Formerly TwitterBerry for Blackberry)<br />(<br />
  25. 25. Group Tweeting<br />Important solution when multiple people are dealing with one Twitter account<br />HootSuite<br /><br />TweetFunnel<br /><br />CoTweet<br /><br />
  26. 26. Distribution Of Your Tweets<br />On Your Website<br />Pulling in your Tweets<br />Twitter Badges (<br />
  27. 27. Distribution Of Your Tweets<br />On Your Website<br />BackType & Custom Solutions<br />Used to bring in Tweets about a specific page on your website.<br />Mark Juleen response to Mike Brewer blog (<br />
  28. 28. Distribution Of Your Tweets<br />On Your Website<br />Streaming Tweets using a hashtag or keyword<br />Streaming Tweets showing any Tweet with the #AptChat, “mfinsiders”, or #mfi keywords<br />
  29. 29. Distribution Of Your Tweets<br />On Your Website<br />Twitter Sharing Options<br />Twitter Share Icon (<br />Allows readers to share a link to your content to their network<br />General Twitter Icon<br />Your website should have an icon directing back to Twitter to increase visibility and awareness of your Twitter account<br />
  30. 30. Distribution Of Your Tweets<br />To Facebook Fan Page<br />There are multiple ways to stream information from one source to the next<br />Use ( to pull Tweets and send them to a Fan Page<br />Use the Facebook App “RSS Graffiti”, which pulls in RSS feeds. Each Twitter account has an RSS feed which you can use for this purpose.<br />Use Facebook “Notes” to publish your Tweets<br />Easiest, but least visually appealing<br />
  31. 31. Pulling Content Into Twitter<br />TwitterFeed (<br />Have a notice for each new blog posted on Twitter.<br />
  32. 32. Pulling Content Into Twitter<br />Yahoo Pipes (<br />RSS Super-tool<br />Combine RSS feeds<br />Modify titles of RSS feeds<br />Modify descriptions<br />Sort and filter posts<br />
  33. 33. Automatic Twitter Functions & Tools<br />Be careful with tools that automate certain tasks, as it might be against the Twitter TOS<br />Auto Follow and Remove<br />Timed Tweets<br />Mass Direct Messages<br />Auto Replies based on keyword<br />
  34. 34. Reputation Management<br />These systems can give you email alerts when a keyword has been used. Set this as your company name (and derivatives) and see what people are saying about you!<br />TweetBeep (<br />Possibly unreliable<br />TweetScan (<br />$15/year<br />Google Alerts (<br />
  35. 35. Reputation Management<br />The State Farm Example<br />
  36. 36. Reputation Management<br />The Times Square Apartments Example<br />
  37. 37.
  38. 38. Topics We Will Cover<br />What is LinkedIn?<br />Who uses LinkedIn?<br />Creating your professional brand<br />Building your network<br />Writing recommendations and introducing colleagues<br />LinkedIn Groups<br />LinkedIn Answers<br />Advertising and Polling on LinkedIn<br />LinkedIn Tools<br />5 things to avoid online<br />
  39. 39. LinkedIn’s Mission:<br />To connect the world’s professionals to make them more productive and successful.<br />
  40. 40. What is LinkedIn?<br />
  41. 41. What is LinkedIn?<br />“Tools like LinkedIn and Twitter are of rapidly increasing importance. But that is all they are – tools. If you don’t have the mindset to build relationships, then you’re not ready for the tools.”<br />- Keith Ferrazzi, author of “Never Eat Alone”<br />
  42. 42. What is LinkedIn?<br /><ul><li>Your professional brand
  43. 43. Your online resume
  44. 44. Your online business card
  45. 45. Your social Rolodex</li></li></ul><li>LinkedIn Users<br />
  46. 46. Over 60 million professionals<br />Over 200 countries<br />Over 170 industries<br />Execs from every Fortune 500 company<br />2003 = 1 million new accounts = 477 days<br />2009 = 1 million new accounts = 12 days<br />Who uses LinkedIn?<br />
  47. 47. Branding<br />
  48. 48. Use a photo that’s professional and recognizable<br />Keep connections public so others can see how they are connected to you<br />Create a vanity URL to increase SEO<br />List specialties you’d like to associate with your brand<br />Add links to your website and blog, and sync your Twitter account so your network will have unique insight into you<br />Creating your professional brand<br />
  49. 49. Creating your professional brand<br />Fill out your account information<br />Complete your online resume, be as thorough as possible<br />List non-jobs, like chairing a conference or leading a panel to show color and breadth<br />Don’t include:<br />Contact information you’re not comfortable sharing<br />Half-truths or exaggerations<br />Politics or religion<br />Keep your profile updated regularly<br />
  50. 50. Networking<br />
  51. 51. Building your network<br />Make connections<br />LinkedIn displays 3 degrees of separation, to expand your potential network<br />Connect with those you’ve worked with in the past<br />Connect with vendors and customers<br />Only invite those to connect with you that you know and trust<br />Import connections from various web mail accounts<br />Find contacts by advanced people search<br />HINT: It’s polite to archive requests rather than rejecting<br />
  52. 52. Recommendations & Introductions<br />
  53. 53. Writing recommendations and introducing colleagues<br />A broad range of endorsements demonstrates you can be trusted<br />Recommend those that you’ve had good experiences with<br />Introduce colleagues after you gain an understanding of their intentions<br />Always explain why you need an introduction<br />
  54. 54. Groups<br />
  55. 55. LinkedIn Groups<br />Easy to create<br />Moderation tools<br />Distribution capabilities<br />Email messaging<br />
  56. 56. Answers<br />
  57. 57. LinkedIn Answers<br />1,000+ questions posted weekly<br />3,000+ answers submitted weekly<br />70+ categories available for sponsorship<br />
  58. 58. Advertising and Polling<br />
  59. 59. Advertising and Polling on LinkedIn<br />Target audiences with ads distributed by:<br />Profession<br />Seniority<br />Industry<br />Company Size<br />Geography<br />Activity<br />Engage with Polls<br />Easy<br />Ads can be targeted based on response for paid accounts<br />
  60. 60. 5 things to avoid online<br />
  61. 61. 5 things to avoid online<br />Don’t leave negative feedback<br />Never lie<br />Don’t be a spammer<br />Don’t gossip<br />Avoid overselling yourself<br />