What should I say? How do I build an audience? How do I connect with key influencers? Does my organization need a social media policy? How do I measure the effectiveness of my social media efforts?

1. +
Social Media
Answering 5 Key Questions
March 27, 2014
Twitter: @topfloortech
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2. +Agenda
Introductions of Speakers
About Top Floor Technologies
Overview of Social Media
Answering 5 Key Questions
Twitter: @topfloortech

3. + Presenters:
Twitter: @topfloortech
Denny Yunk
Director of Marketing
@dennyyunk
Cal Fidler
Content Marketing Specialist
@Cal_Fidler

4. + Top Floor Technologies
Twitter: @topfloortech
Marketing
Strategy
We create strategic marketing plans to help
our clients accomplish their business goals.
Branding &
Positioning
We help companies define and
communicate what makes them unique.
Web Design &
Development
We create attractive, user-friendly websites
that generate leads.
Search
Marketing
We drive traffic to our clients' websites by
getting them top rankings in search engine
results.
Content
Marketing
We help clients create interesting, valuable
content that attracts new customers and
engages existing customers.

5. + Why Go Social?

6. + Why Go Social?

7. +
Source of leads for B2B websites:
Email
11%
Organic
search
27%
Other
3%Social
5%
Referral
13%
Direct URL
32%
Paid
search
9%
Source: AMR International
Why Go Social?

8. +
Source: quicksprout.com
Why Go Social?

9. + Social Media Goals
Twitter: @topfloortech
Why are you investing in social media?
What do you hope to get out of it?

10. + Social Media Goals
 Brand awareness
 Brand affinity
 Lead generation
 Customer retention
 Recruiting
 Customer service
 Reputation management
 Prospecting
 Social proof (referrals)
 News-gathering
 Competitive intel
Twitter: @topfloortech
Why are you investing in social media?
What do you hope to get out of it?

11. +Answering the 5 Key Questions
What should I say?
How do I build an audience?
How do I connect with key influencers?
Does my organization need a social media policy?
How do I measure the effectiveness of my social media efforts?

12. Question 1:
What should I say?

13. + Question 1: What Should I Say?
 Develop audience personas
 Understand why each persona is following you
Twitter: @topfloortech
Remember, it’s about your audience, not about you.
33% 24%
37%
44%
6% 6%
18% 23%
5% 4%
0%
20%
40%
60%
80%
100%
Facebook Twitter
Service, support, or product
news
Interesting or Entertaining
content
Friends are fans of the brand
Special offers/deals
Current Customer
Source: http://mashable.com/2011/06/29/why-people-follow-brands/

14. + Question 1: What Should I Say?
Brief
Timely
Funny
Informative
Surprising
Twitter: @topfloortech
Be at least one of these things:
Inspiring
Helpful
Generous
Encouraging
Ask yourself, “what’s in it for my for my audience?”

15. + Question 1: What Should I Say?
Facebook
 Job seekers are a key audience.
 Current employees are also
important.
 Great for giving an “insider’s view”
into your company.
 Funny, casual content goes best
here.
Twitter
 Engage with influencers.
 Share your expertise.
 Interact one-on-one.
Twitter: @topfloortech
Understand the differences between different networks.
LinkedIn
 Strictly business.
 Participate in group discussions.
 Be a source for news.
Google Plus
 Contrarians and thought leaders.
 Focus on keywords and driving
content to landing pages.
Pinterest
 Primarily B2C.
 Images are a must.

16. + Question 1: What Should I Say?
 Identify the need of your audience that you can satisfy with
content.
 Use current events that are relevant to your customers’ business.
 Incorporate keywords for which you want to rank highly.
 Use Google Analytics to see what search terms are bringing
people to your website.
 Use Twitter, Facebook, and Google Trends to see what people
are talking about.
 Answer FAQ’s.
 Give an insider’s perspective into your business.
Twitter: @topfloortech
Choosing topics

17. + Question 1: What Should I Say?
River Pools & Spas
In 2009:
 #5 in Virginia market
 $4 million annual sales
 $250,000 marketing
budget
In 2011:
 #1 in North America
 $5 million annual sales
 $40,000 marketing
budget
Twitter: @topfloortech
Answering FAQs – a case study
Source: “Epic Content Marketing”, Joe Pulizzi

18. + Question 1: What Should I Say?
Twitter: @topfloortech
Sway app

19. + Question 1: What Should I Say?
Twitter: @topfloortech
Google, Twitter, and Facebook trends

20. + Question 1: What Should I Say?
HubSpot Topic Generator
www.hubspot.com/blog-topic-generator

21. + Question 1: What Should I Say?
Twitter: @topfloortech
Follow the “Social Media 4-1-1” rule

22. Question 2:
How do I build an
audience ?

23. +Question 2: How Do I Build an Audience?
Quality over Quantity
 Focus on building a community of engaged followers.
Twitter: @topfloortech

24. +
Create a Community of Insiders
People like to be in the know of what is going on in your business
Question 2: How Do I Build an Audience?

25. +
Add Social Media Icons
 Add them to your website
 In your emails and newsletters
Question 2: How Do I Build an Audience?

26. +
Respond to Everyone
 Whether the comments are negative or positive, you need to respond accordingly.
Question 2: How Do I Build an Audience?

27. +
Content is Key
 Post content that is strong, conversational, and evokes interest to build engagement.
 Be relevant and timely.
Cadbury Eggs: 250,000 people actively involved in the
campaign with a bonus of 40,000 new fans gained.
http://www.postano.com/blog/12-best-social-media-campaigns-of-2012#sthash.QtwlKzam.dpuf
Question 2: How Do I Build an Audience?

28. Question 3:
How do I connect with
key influencers?

29. + Question 3: How do I connect with key influencers?
1.Find them
2.Follow them
3.Interact with them
Twitter: @topfloortech

30. + Question 3: How do I connect with key influencers?
Twitter: @topfloortech
Step 1: Find them
Your industry’s
influencers
Your customers’
influencers
Your customers’
customers’
influencers

31. + Question 3: How do I connect with key influencers?
1. Trade media
2. Your customers
3. Your suppliers
4. Your competitors
Twitter: @topfloortech
Step 1: Find them

32. + Question 3: How do I connect with key influencers?
 Tools for finding influencers:
 Topsy.com
 Followerwonk.com
 getlittlebird.com
 Klout.com
Twitter: @topfloortech
Step 1: Find them

33. + Question 3: How do I connect with key influencers?
 Start with 10-20 per market segment or topic
 Create lists in Twitter, Facebook, and Google+.
 Lists are not available in LinkedIn.
 Use RSS readers like Feedly to follow blogs.
 Periodically evaluate and “prune”
Twitter: @topfloortech
Step 2: Monitor them

34. + Question 3: How do I connect with key influencers?
 Pick 5-10 influencers
 Promote their content
 Like
 Share
 Retweet
 +1
 Comment on their posts
 Create content for them
Twitter: @topfloortech
Step 3: Engage with them

35. + Question 3: How do I connect with key influencers?
Find
The usual suspects:
•Industry media
•Customers
•Suppliers
•Competitors
Use these services:
•Topsy.com
•Followerwonk.com
•Getlittlebird.com
•Klout.com
Monitor
Start with 10-20 Influencers per
industry.
Use list functionality in
Facebook, Twitter, Google+.
Follow blogs with Feedly.
Periodically prune your lists.
Interact
Choose 5-10 to interact with
and build a relationship.
Promote their content.
Comment on their content.
Create content for them .

36. Question 4:
Does my company need a
social media policy?

37. + Question 4:
Does my company need a social media policy?
 Define “Social Media”
 Have a Social Voice
 Know Your Audience
 Use Good Judgment
 Follow the Law
 Protect Internal and
Confidential Material
 Create a Balance
 Fit Within your Organization
 Focus on what Employees
can do on Social Media
 Create Clear Sets of
Expectations Twitter: @topfloortech
http://socialmediagovernance.com/policies.php

38. +
Question 4:
Does My Company need a Social Media
Policy?
Taco Bell Employee Posts Photo

39. Question 5:
How do I measure the
effectiveness of my social
media efforts?

40. +
Question 5:
How do I measure the effectiveness of my
social media efforts?
Conversion
How Many People Took Action Because of your Message?
Purchased a
Product
Registration for
Events
Signed up for your
newsletter
Online Lead
Generation
Filled out RFQ or RFP
on website
Referred your
Business
Engagement
How Many People Interacted with your Message?
Clicks on Links within
Posts
Retweets, Mentions, DM
on Twitter
Shares on Facebook &
LinkedIn
Comments on Posts
Ratings on YouTube
Video
Reach
How Many People Did You Impact with your Message?
Connections on LinkedIn Followers on Twitter Likes on Facebook Views on Youtube +1s on Google+
Twitter: @topfloortech

41. +
Reach
Connections on LinkedIn
Followers on Twitter
Likes on Facebook
Views on Youtube
+1s on Google+
Question 5:
How do I measure the effectiveness of my
social media efforts?

42. +
Engagement
Clicks on Links within Posts
Retweets, Mentions, DM on Twitter
Shares on Facebook & LinkedIn
Comments on Posts
Ratings on YouTube Video
www.simplymeasured.com
Question 5:
How do I measure the effectiveness of my
social media efforts?

43. +
Conversion
Purchased a Product
Registration for Events
Signed up for your newsletter
Online Lead Generation
Filled out RFQ or RFP on website
Referred your Business
Question 5:
How do I measure the effectiveness of my
social media efforts?

44. Suggested Social Media Analytical Tools
• Simplymeasured.com
• Google Analytics
• Platform Analytics
• Hootsuite or Social Sprout

45. +Q & A
Twitter: @topfloortech