BEYOND FACEBOOK: MARKETING ON OTHER SOCIAL NETWORKSSession Leaders: Mark Juleen, Charity Hisle, & Brent Williams

What do you want to take away?

Topics We Will Cover What to Tweet Participating in the “Conversation” Building your network How to manage your Tweets Distribution to and from Twitter

Twitter – Getting Started First, set up an account Fill out your account information

People want to know who you are before the follow you!

Go “under the radar” and tweet to nobody Few people will follow you back if you

haven’t tweeted yet Start following people

Who Will Be Tweeting? Individual Accounts Without Company

Name Example: @TamelaCoval

Individual Accounts Branded With Company Name Example: @CarrieatRoscoe

Company Branded Accounts Example: @TrainingFactor

Who Are We Trying To Reach? Identify who are your target audiences:

Existing Customers Sales Prospects Business Network Shareholders The Local Community

Remember that your Tweets will be public, so even if you choose one audience over another, they can still see your Tweets!

What Should We Be Tweeting? Product Rollouts and Special Deals

From @Starbucks

What Should We Be Tweeting? Contests and Community Involvement

From @CowBoom

What Should We Be Tweeting? Company News

If a news entity, like New York Times, it links to their news posts.

From @JetBlue

What Should We Be Tweeting? Customer Service and Rapport Building

What Should We Be Tweeting? Get Creative!

The Flatulent Office Chair http://twitter.com/OfficeChair/

Albion’s Oven http://www.twitter.com/AlbionsOven/

Automatic Pool Tweets? “The pool just hit 80 degrees! Stop stressing

and get out here!”

Interacting With Twitter @Username

(reply)

RT @Username(“Retweet”= Forward)

Interacting With Twitter Direct Messages (“DMs”)

Private messages sent directly to a user

Hashtags (#) Hashtags are a way to categorize Tweets

#SuperBowl #AptChat

Services to “watch” a Twitter Chat using a hashtag TweetGrid (http://tweetgrid.com)

Twitter Etiquette Watch what you Tweet about

You will be heard! Remember that you are speaking in a room full of other people

Nobody wants to hear how good your egg salad sandwich was

Twitter Etiquette Twitter Spam

Following thousands of people hoping they will follow you back.

Replying to people for the same reason.

First, strategize! Look back at your “audiences” and let that guide you in how to find people to follow.

Find existing customers and contacts 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. Make sure this is reasonable to do with your network.

Try FB140 to find your Facebook contacts (http://www.twables.com/fb140)

Who Do You Follow?

Who Do You Follow? Who are your contacts following?

Look at their Following list in Twitter

Mr. Tweet http://mrtweet.net/

Twubble http://www.crazybob.org/twubble/

Who Should I Follow http://www.whoshouldifollow.com/

Who Do You Follow? Local Community

Twellow (Twitter Directory) http://www.twellow.com

Nearby Tweets (Find Local Twitter-ers) http://www.nearbytweets.com

TwitterLocal (Desktop App for Local Tweets) http://www.twitterlocal.net

Who Do You Follow? Twitter Search

http://search.twitter.com Containing Certain Keywords From or To a Specific Person Location-Based Search Mentions of your product type or even

competitor

Using Your Twitter Management Tool For Keyword Searches (i.e., TweetDeck or Seesmic)

How To Get Followers Follow-Backs Directed to your Twitter page from other

locations You Facebook Fan Page or other social media

accounts Your website On all communications and collateral

Referrals and recommendations (i.e., “Follow Friday”)

Create quality content that people RT or Reply to

Managing Your Following List Friend Or Follow

http://friendorfollow.com/ Are you following somebody and they

aren’t following you back? That could hurt your ratio!

Twitter Lists Allows you to organize different types of

Twitter users. 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.

@JasonFalls

Twitter Tools TweetDeck

Manages multiple accounts Posting to multiple accounts

Seesmic Manages multiple accounts Posting to multiple accounts Acquired Ping.fm Negative: Notification does not show the

actual Tweet

Mobile Apps SMS Text Messaging

Standard Twitter feature

Tweetie (for iPhone)(http://www.atebits.com/software/tweetie)

OpenBeak (Formerly TwitterBerry for Blackberry)

(http://www.orangatame.com/products/openbeak/)

Group Tweeting Important solution when multiple people

are dealing with one Twitter account HootSuite

http://hootsuite.com/

TweetFunnel http://www.tweetfunnel.com/

CoTweet http://cotweet.com/

Distribution Of Your Tweets On Your Website

Pulling in your Tweets Twitter Badges (http://twitter.com/badges)

Distribution Of Your Tweets On Your Website

BackType & Custom Solutions Used to bring in Tweets about a specific page on

your website.

Mark Juleen response to Mike Brewer blog (http://mbrewergroup.com)

Distribution Of Your Tweets On Your Website

Streaming Tweets using a hashtag or keyword

Streaming Tweets showing any Tweet with the #AptChat, “mfinsiders”, or #mfi keywords

Distribution Of Your Tweets On Your Website

Twitter Sharing Options Twitter Share Icon

(http://www.tweetmeme.com) Allows readers to share a link to your content to

their network

General Twitter Icon Your website should have an icon directing back to

Twitter to increase visibility and awareness of your Twitter account

Distribution Of Your Tweets To Facebook Fan Page

There are multiple ways to stream information from one source to the next Use Ping.fm (http://www.ping.fm) to pull Tweets

and send them to a Fan Page 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.

Use Facebook “Notes” to publish your Tweets Easiest, but least visually appealing

Pulling Content Into Twitter TwitterFeed

(http://www.twitterfeed.com) Have a notice for each new blog posted on

Twitter.

Pulling Content Into Twitter Yahoo Pipes (http://pipes.yahoo.com)

RSS Super-tool Combine RSS feeds Modify titles of RSS feeds Modify descriptions Sort and filter posts

Automatic Twitter Functions & Tools Be careful with tools that automate

certain tasks, as it might be against the Twitter TOS Auto Follow and Remove Timed Tweets Mass Direct Messages Auto Replies based on keyword

Reputation Management 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! TweetBeep (http://www.tweetbeep.com/)

Possibly unreliable

TweetScan (http://www.tweetscan.com/) $15/year

Google Alerts (http://www.google.com/alerts)

Reputation Management The State Farm Example

Reputation Management The Times Square Apartments Example

Topics We Will Cover What is LinkedIn? Who uses LinkedIn? Creating your professional brand Building your network Writing recommendations and introducing

colleagues LinkedIn Groups LinkedIn Answers Advertising and Polling on LinkedIn LinkedIn Tools 5 things to avoid online

LinkedIn’s Mission:

To connect the world’s professionals to make them more productive and successful.

What is LinkedIn?

What is LinkedIn?

“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.”

- Keith Ferrazzi, author of “Never Eat Alone”

What is LinkedIn? Your professional brand Your online resume Your online business card Your social Rolodex

LinkedIn Users

Over 60 million professionals Over 200 countries Over 170 industries Execs from every Fortune 500 company

2003 = 1 million new accounts = 477 days

2009 = 1 million new accounts = 12 days

Who uses LinkedIn?

Branding

Use a photo that’s professional and recognizable

Keep connections public so others can see how they are connected to you

Create a vanity URL to increase SEO List specialties you’d like to associate with

your brand Add links to your website and blog, and sync

your Twitter account so your network will have unique insight into you

Creating your professional brand

Creating your professional brand Fill out your account information

Complete your online resume, be as thorough as possible

List non-jobs, like chairing a conference or leading a panel to show color and breadth

Don’t include: Contact information you’re not comfortable

sharing Half-truths or exaggerations Politics or religion

Keep your profile updated regularly

Networking

Building your network Make connections

LinkedIn displays 3 degrees of separation, to expand your potential network

Connect with those you’ve worked with in the past Connect with vendors and customers Only invite those to connect with you that you

know and trust Import connections from various web mail

accounts Find contacts by advanced people search HINT: It’s polite to archive requests rather than

rejecting

Recommendations & Introductions

Writing recommendations and introducing colleagues

A broad range of endorsements demonstrates you can be trusted

Recommend those that you’ve had good experiences with

Introduce colleagues after you gain an understanding of their intentions

Always explain why you need an introduction

Groups

LinkedIn Groups Easy to create Moderation tools Distribution capabilities Email messaging

Answers

LinkedIn Answers 1,000+ questions posted weekly 3,000+ answers submitted weekly 70+ categories available for sponsorship

Advertising and Polling

Advertising and Polling on LinkedIn

Target audiences with ads distributed by: Profession Seniority Industry Company Size Geography Activity

Engage with Polls Easy Ads can be targeted based on response for

paid accounts

5 things to avoid online

5 things to avoid online Don’t leave negative feedback Never lie Don’t be a spammer Don’t gossip Avoid overselling yourself