Post on 18-Jul-2015
Essential Social MediaFor Business
Doug Allen
dougallen@allensconsulting.com
Agenda
• What’s the point?
• Which Social Media Environments are essential?
• Social Media Monitoring Tools
• Another Way to Think About Social Media
• Prioritizing Your Social Media Effort
• Social Media Policies
What’s the Point?
• Generating interest in your products and services
• Improving/spreading your brand
• Advertising
• SEO
• Customer Support
• Selling!
Getting to know each other
Which Social Media Environments are essential?
• Google+
• YouTube
Why Not…
• Vine
• SnapChat
• Flickr
• Foursquare
• Yelp
• Tumblr
• Spotify
Keep an Eye on
• www.weheartit.com
• www.days.am
• www.medium.com
FACEBOOK• AVERAGE USER HAS AROUND 140 FRIENDS AND LOGS IN 5X
DAILY
• NO OTHER SOCIAL NETWORK COMES CLOSE TO GETTING YOU
EYEBALLS
• IN SOME CASES, IT’S MORE IMPORTANT THAN YOUR WEBSITE
• YOUR COMPETITORS ARE THERE
• HELP WITH SEO
• FACEBOOK ADS
• GREAT ANALYTICS
• NOT A PROFILE (FOR PEOPLE), IT’S A PAGE (FOR BUSINESSES)
• ONE MILLION WEB PAGES ARE ACCESSED USING THE “LOGIN
WITH FACEBOOK” FEATURE
WWW.FACEBOOK.COM/PAGES/CREATE
GETTING STARTED
• BRAND SLOGAN
• DESCRIPTION OF THE PRODUCT, COMPANY,
ORGANIZATION OR CAUSE
• COOL COVER PHOTO (WIDE)
• SOME SQUARE PROFILE PHOTOS (LOGO OR BUILDING OR
PRODUCT OR HUMAN)
• CONTENT FOR POSTING
THE OTHER CHEEKS OF FACEBOOK
• ADVERTISING
• INDUSTRY-LEADING AD TARGETING
• A NEW AD NETWORK THAT SELLS ADS ON OTHER PLATFORMS
AND APPS
• COMMUNITIES
• GROUPS facebook.com/about/groups
There are now over 600 million registered
users with 285 million monthly active users
• Twitter is SOCIAL, not PROMOTIONAL
• Apply a continuous improvement process to track,
study and improve your tweets
• Check that URL’s destination and think twice about
tweeting if it’s not mobile-formatted
• Study the competitor’s Tweets
TWITTER TIPS
TWITTER TIPS
• Encourage customer tweeting for events, products
and services
• Participate in a Twitter Chat
• 30-50% more of your tweets should have pictures
• You probably should not have anything doing
automated tweets
THINK OF YOUR AUDIENCE
• When someone tells you how often to tweet
• And answer questions they have (whether they
ask you or someone else)
• When you create your Twitter profile page and
avatar
• When you’ve been drinking and are deciding
whether or not to tweet
• And see who they’re following – any competitors?
• Would they appreciate a “thank you” when they
tweet about you?
• When using hashtags
• And think if they need one more tweet or retweet
about some over-shared news
• When composing a tweet
• When thinking you HAVE to use all 140 characters
THINK OF YOUR AUDIENCE
26th Annual PAHCOM Conference
26th Annual PAHCOM Conference
www.hootsuite.com
26th Annual PAHCOM Conference
HOOTSUITE VS. TWEETDECK
HOOTSUITE
• Free and $10pm Pro
• Brower-based
• Harder to learn
• Pro: upload bulk tweets in
advance
• Fast browser perform
• Regulars + FB Brand
pages and others
• Multiple Account support
TWEETDECK
• Free Only
• Browser and apps
• Easier to learn
• Schedule tweets in
advance
• Adobe Air on Desktop
• For Twitter
management
• Single account support
DON’T JUST TWEET
•Advertising on Twitter
• Follow Stripe – their technology that will allow
“in-tweet purchasing”
• Twitter Cards – incorporate page content into
tweets
• Twitter Analytics
https://dev.twitter.com/cards
Add meta tags to your page
The respected, business-oriented social network
Company Pages and Employee Pages
Analytics and Page Insights
LinkedIn Advertising
The WHOLE of your Company through the SUM of LinkedIn parts
Offer LinkedIn training for employees How to create/improve your profile
Who should you connect with?
Participation in groups
Provide guidelines to employees for their profiles
Encourage transparency (open privacy controls)
Create a great company page Use GRAPHICS – they’ll stand out
Participate in and Create some Groups
Publish Articles regularly Great place to send blog posts
www.linkedin.com/company/add/show
The best organized photo gallery in social media
Feedback on your pictures (“likes” and re-pins)
People can follow your “boards”
Your pics on their board can drive viewers to your board
Bias toward home, arts, style and food
Can drive referral traffic to your website
Vertical pictures work best
Tastemakers set trends
Your images in other media can be pinned to a board
2014 IKEA Catalog
The Big Game
Valentine’s Day
Color of the Year!
IKEA Fan Faves
Living Rooms
Bedrooms
Bathrooms and Kitchens
Dining and Eating
Children
Hallway and Storage
Home Workspaces
Small Space Living
Accessories Matter
Special Collections
Stockholm
Smart Solutions
DIY with IKEA
Weddings
IKEA in the Media
Swedish Roots
People and Planet
St. Patrick’s Day
Easter
Mother’s Day, Father’s Day
Outdoor
Red, White and Blue
Back to College
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business.pinterest.com
Added PIN-IT button to their site
In 3 months: 50,000 recipies “pinned”
139 million Pinterest “impressions”
Reached out to the AllRecipies AllStars
Taught them about Pinterest
Encourage this influential group to pin
More traffic to the website
• Follow HSN on Pinterest
• Create a board on your
account
• Pin 2 from HSN’s St. Jude
board
• Pin 8 holiday images
• Tag pins with #HSN and
#stjude
• Submit
GOOGLE+
It’s not Facebook for Google
Google+ is from the same company that owns… YouTube, AdWords and Google Search
Circles allow you to target messages to however you want to define your audience New customers, premium customers, partners, supporters, etc.
Hangouts offer easy-to-use video calling or broadcasting
WHO CARES ABOUT GOOGLE+
1 billion with Google+ enabled accounts
359 million monthly active users
Google+ is growing at 33% per annum.
The 45 to 54 year old bracket increased its usage on Google+ by 56% since 2012
Predominantly Male (63%)
Primarily US
A Tech-savvy audience
https://plus.google.com/pages/create
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GOOGLE+ TIPSGet your content out there This is not an experiment, its real
Full profile, description of your business, pictures, etc.
Categorize your circles Categories of customers Influencers
Long-time vs. new
Partners
Stake-holders
Participate in communities
Put a +1 button on your website
YouTube
Channels for your business
Training videos
Product “how to” and tutorials
Customer Testimonials
Employee Testimonials
Product introductions
Consider a “spokesmodel” for your channel
YouTube Ads
Or just create your ad…
Or just create your ad…
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business.instagram.com/blog/
26th Annual PAHCOM Conference
LET’S TALK ABOUT SOMEONE
…behind their back
"Please know that despite the fact that wedding couples
love Hudson and our inn, your friends and families may
not. If you have booked the inn for a wedding or other
type of event ... and given us a deposit of any kind ...
there will be a $500 fine that will be deducted from your
deposit for every negative review ... placed on any
Internet site by anyone in your party."
Putting it all together
CUSTOMER SERVICE
• 15% of companies say 25%+ of customer service inquiries are initiated over social channels (35% say less than 5% do).
• 27% say it takes them less than an hour to respond to questions/issues on social channels.
• 4% say their company has been integrating “social” into customer support for more than 4 years.
• 52% say Facebook is the most effective social channel for customer service.
• Twitter follows at 25%, then LinkedIn at 8%.
• Owned communities are most effective for 7%.
• HootSuite use among respondents tripled year-over-year and is on the way to becoming the most cited monitoring tool.
SMM TOOLS (FREE!)
•Social Mention
•How Sociable
•Topsy
•CircleCount
•Knowem
topsy.com/analytics
smo.knowem.com
Another Way to Think
About social media
Attributes
• Persistence
• Shareability
• Likability
• Mobile consumable
• Requires attention or focus
• Speed of consumption
• Notification vs. presentation
• Half-life and expiration dates
• Request, invite or follow
• Galleries and collections
Write
• About your industry
• Comment everywhere
• About your company
• About someone• You, an employee or a customer
• Recipes, formulas, processes and how to’s
• Short and sweet and tweet
• Long and thoughtful and include pictures and video
• Your website blog
• Other blogs and forums
• Post to Facebook
• Post to LinkedIn
• Post to Google+
• Tweet the link
• Content for the newsletter
Stories
Announcements
Important information
Photograph
• Your customers
• Customer problems, frustrations
• Customer solutions
• Your products
• Screenshots
• Your employees
• Your partners
• Drawings, Charts and InfoGraphs
• Post to Facebook
• Tweet them
• Instagram them
• Put them on your Pinterest Board
• Content for the newsletter
Video Record
• Your customers
• Customer problems, frustrations
• Customer solutions
• Your products
• Training and how to
• Your employees
• Your partners
• Animations
• Slideshows from photos
• Post to YouTube
• Post to Facebook
• Post to Google+
• Tweet it
• Best 15s to Instagram
• Best 6s to Vine
Audio Record
• Training and how to
• Industry thoughts and trends
• Company updates
• Your website RSS feed
• iTunes
• SoundCloud
Stuff you need to be good at…
• Writing compelling headlines (so people will click)
• Amazing Photography
• Picking photographs that support the story
• Videography
• Video Ads• Facebook recently joined YouTube in supporting video
ads
• Composing content (ads too!) for Mobile screens
…speaking of mobile e-mail
• 450-600 pixels wide
• 24pt headers and 14-16pt body text
• Don’t write so much – nobody has time
• Use buttons instead of links
• Add white space
• Subject: 60 characters or less
• Create and TEST
Where Do You Find Content?
• Ask your suppliers and other partners for stories, images and information. Let them know you’re going to share with your social media audience.
• Once a month publish a customer story
• Once a month publish an employee story
• Your Industry has interesting things going on
• Talk to your customers• There are frustrating things in their life that your
products or services make better.
Product for Children
• Raising a Gifted Child
• Great trips with kids
• Food/eating with children
• Exercise for kids/Sports for kids
• Green living children
• Kids and money
• Health care/healthy living with kids
• Playtime activities
Great trips with kids10 best cities for family vacations
Teach your kids about the state they live in
Doing Disney the Right Way
Exercise for
kids/Sports for kidsDaily physical recommendations for children
How much exercise do they need?
Fitness my boost kid’s brainpower
Helping your child prevent dehydration
Strengthening Children’s Bones – what
counts?
Kids and moneyHow young is too young to
learn about money?
Using an allowance as an
effective teaching tool
Can you teach children about
investing?
The Big Rules
• It absolutely has to be of interest to the intended audience
• You have to completely authentic
• There are no formulas for frequency of posting
• Create three templates for images • Vertical – Pinterst
• Square – Instagram
• Horizontal – Facebook, Twitter, others
• Try to get the same “handle” everywhere
Prioritizing Your Efforts
With Social Media
Create a Business Facebook Page Informative Profile about your business
Post articles with words and pictures about your business, industry trends, customer stories, new products
Promote your page to get some fans
Create a Twitter Account Encourage tweeting about your business, products and services
Monitor what people are saying about you and RESPOND
Create a Blog on Your Website Tweet and post your articles that have lots of great pictures and
are relevant, compelling information for your audience.
https://www.facebook.com/help/morelikes
Facebook Monitor with Page Insights and see what’s relevant
Consider Advertising on Facebook
Twitter Think carefully about your audience and then begin tweeting
words and pictures (see above).
Create a Google+ account Create a good profile and upload some content
Create CIRCLES for customers
Begin to share some specific content with CIRCLES and make some public
Create a LinkedIn Policy for employees Training session on LinkedIn Policies
Facebook Create an offer
Twitter Twitter CARDS for your website
Host a Twitter Chat
Twitter Analytics
Create a Business Pinterest Account Have an internal contest to get pictures and find photogs
Promote with “follow us” on the website and through other social media
Create a YouTube Channel Hire professional videographers for specific projects
Create “how to” and promotional videos
Get Customer (and Employee) Testimonials
Social Media Monitoring Tools Consider paid SMM Services
Google Analytics to track ads back to Website goals
Create an Instagram photo contest around an event User Instagram at your charity function
Run Ads on Instagram
Start placing video on all social media that accepts it
YouTube YouTube Advertising
Create multiple channels for different content
Implement “Rich Pins” in Pinterest
Create a Podcast series
http://www.dell.com/learn/us/en/uscorp1/corp-comm/dell-social-media
Questions?