Social Media for Inventors Society of South Florida (ISSF)

Social Media Standard Operating Procedures

Meet Your Presenter

April Nelson President, Digital Compass

Social Media Strategist Since 2001

Agenda

• Listening

• Profile Optimization

• Building an Audience

• Management Tools

• How to Tell What’s Working

Social Media Process

Listen

Educate

Listen

Inform

Listen

Engage

What am I Listening For?

• Mentions of your Company name

• Mentions of your brand(s)

• Executives’ names

• City name

• Business partners

• Product themed keywords

Setting up a Google Alert

• Enter a search query that you would like to monitor

• Choose result type

• Preview the results

Preview Your Google Alert

TweetDeck

• An app that brings flexibility and insights of Twitter users

• By Twitter, for Twitter

TweetDeck

Add Streams in TweetDeck

• Search Tweets or Users

– Filter content so you only see what you want to see

– Identify users to follow and interact with

Social Mention

• Allows you to track (and measure) who is talking about your staff, your organization, or any topic related to your industry.

• Social Mention pulls data from over 100 social media platforms to give you the most accurate, real-time information landscape in real-time.

Social Mention

• Sentiment

• Top Keywords

• Top Users

• Top #Hashtags

• Mentions by Source

Social Mention

Social Media Alphabet

Profile Optimization

Control more real estate in search results

Facebook - Basic Information

• Founded Date

• Physical Address

• Long Description

• Social Media Guidelines / Disclaimers for Compliance

• Mission Statement

• Awards

• Products

• Phone Number

• Email Address

SEO* for Your Facebook Page

• User Name

• About

• Mission

• Company Description

• Email address

• Address

• Phone Number

*SEO = Search Engine Optimization

LOCAL SEARCH

How Your Page is Indexed

• Title = Your Page Name

• Description = Page Name + About section of your Page

SEO Title

Meta Description

LinkedIn Company Page

Creating a LinkedIn Company Page

• Company Type

• Company Size

• Add your website URL

• Select an Industry

• Operating Status

• Year Founded


• Upload your main cover image / banner

– PNG, JPEG, or GIF; max size 2 MB

– Must be 646 x 220 pixels or larger

– Note: You can crop your image once it's uploaded

• Upload your logo

– PNG, JPEG, or GIF; max size 2 MB

– Note: Image will be resized to fit 100x60 pixels


• Add your Company Description

– What makes you unique?

– 1-2 paragraphs

– Google search results shows previews of your Page text

– Incorporate keywords

• Click Publish to save your changes

Add Your Products & Services

• Build out Products & Services Page

– Allows you to showcase everything you do / offer

– Marketers that build out this section tend to have twice as many followers

Products & Services Example

LinkedIn Personal Profile

• PERSONAL PROFILE OPTIMIZATION RECOMMENDATIONS • Maintain a current profile • Make it robust / complete • Utilize anchor text and link to deep pages on the main website • Use LinkedIn status updates

– Keep your network aware of key speaking engagements or meetings you’re attending

– Weigh in on the latest news relevant to your specialty

• Recommend colleagues • Ask for recommendations where it makes sense (you worked

together on a case, speech, article, presentation, etc.) • Keep an active reading list – an easy way to keep your profile active • Join professional groups for business owners / specialists in your

field

Twitter

• MUST-DO TO MAXIMIZE SEO AND USABILITY

• Ensure your Twitter Name is representative of your Company / Brand / Product

• Use strategic keywords toward the beginning of your bio.

• Your Twitter bio information is key as Twitter search engines use keywords in your bio in search results when people are looking for similar users to follow.

YouTube

• MUST-DO TO MAXIMIZE SEO AND USABILITY • Optimize Titles

– Make them provocative so users will want to click through to view

– Incorporate important keywords at the beginning of the title and branding at the end of the Title

• Optimize Descriptions – Incorporate a call to action where it makes sense – Incorporate links to the main website where appropriate (SEO /

link building value and also helps users find related and additional info)

• Add keyword-specific tags to help give your videos the best chance of showing up within YouTube internal search

Other Platforms to Consider

• SlideShare

• Quora

• Vimeo

• Pinterest

There’s an App

For That

Apps

OVER 550,000 Apps for Pages on Faebook

Source: appdata.com

Default v. Custom

Default Apps

• Photos

• Events

• Notes

• Video

Custom Apps

• Over 550,000

• They are turned off by default to keep things clean and organized

• Allow extensible features to be added into your page

Default Apps

Default App: Notes

• Notes is a quick and easy way to populate content on your Page

• No fancy design or styling – straight text with ability to upload images

• Each Note is index-able in search results – additional opportunities to be found!

Applications for Apps

• Cross-promote other Social channels

• RSS feed

• Email Capture (Newsletter Sign Up, Contact From, Make an Appointment, etc.)

• Polls & Surveys

• Contests & Promotions

• iFrames – pull in content from your website

– Add a block of html

Popular Apps

• Cross-promote other Social channels – Pinterest, Twitter, YouTube, SlideShare

• RSS feed – RSS Feed Reader, Social RSS

• Email Capture – Constant Contact, Mail Chimp, Aweber, ContactMe,

Extended Info

• Polls & Surveys – Survey Monkey

• Contests & Promotions – Wildfire

• iFrames – Static HTML: iframes

Static HTML: iframe tabs

• Add content / image for non-fans

Talking to Customers

Responding to Comments – Best Practices

• Respond in a timely manner, within 24 hours • Always be polite and empathetic, and try to direct

negative comments or dissatisfied customers offline as quickly as possible

• Be helpful by pointing users to the requested information on your website

• When possible, follow back up with the commenter when additional / new information is available

• Be positive when someone points out a mistake; thank them for letting you know

• Don’t delete comments; with the exception of comments that violate your social media policy

Positive / Neutral Comments

Does the comment violate social media policy?

NO

Can you add value by saying thank you or providing additional info?

NO Let it stand; no

response necessary.

Comment back, based on the

present situation.

YES

YES

Document and delete the comment.

Negative Comments

Does the comment

violate social media policy?

NO

Does the criticism /

attack / comment have

merit?

NO Let it stand; no

response necessary.

Does the comment

include incorrect info?

YES YES

Document and delete the comment.

NO

Is the comment stemming from a

negative experience with

your organization?

YES YES

Respond with the correct /

factual info and site your sources

if needed.

Admit your mistake(s) and

remedy the situation if possible.

NO

Can you add value by saying thank you or providing additional info?

NO Let it stand; no

response necessary.

Comment back, based on

the present situation.

YES

Building an Audience

Cross-Promoting

Offline

• Flyers & brochures

• Direct mail, postcards, etc.

• Letterhead

• Business cards

• Use QR Codes

• Use your Vanity URL

Email

• Update Your Email Signature Block

• Include icons and Like buttons in your Email template

• Notify Your Email List

– About your New Page & what to expect

– About any incentives for Liking the Page

– About contests or promotions happening on the Page

Website

Increase Page Likes

• Like Box

• Incorporate Prominent Social Media Icons – Globally, in the header or

footer

– On interior pages, using text links

• Dedicated Page – Connect With Us

– We’re Social

Increase Content Shares

• Like button

• Social Bookmarking & Sharing Plug-ins – Sharing the reference of your

content with other websites

– AddThis

– ShareThis

Incentives

• Insider info - EXCLUSIVITY

• Tie Likes to a cause or initiative

– Donate a certain amount of money to a designated charity for every new “Like”

• Free Item

• Coupon, Promo Code, Money Savings

Invite Friends to Your Page

Tell Them What to Expect

• Be the first to hear about special events

• Easy access to your online banking

• Stay updated on community events

• Exclusive promotions and contests for our Fans

4 Steps to Business Success on Facebook

Connect With People

Facebook Ads

• Exposure to Fans’ Friends

• No ad copy – based on interaction - liking or sharing a picture or post, etc.

• Ideal for building Page Likes

Sponsored Stories

• Increase exposure to your Fan base and/or

• Target entire user audience or filter by demo

• Ideal for building engagement & promoting events

Page Post Ads

• Increase exposure to your Fan base

• No ad copy

• Ideal for making sure you’re getting your message out to your audience

Promoted Posts

• Target entire user audience

• Ad copy consists of Title, Description, and Image

• Drive traffic to your Page or main website

Marketplace Ads

News Feed & Side Bar

News Feed & Side Bar

News Feed

Sidebar

Engage Your Audience

• Post QUALITY content regularly

• Have conversations on your Page

– Be sure to respond to comments and private messages

– Address specific users; tag them in your response by typing @ before their name

• Follow other Pages & interact with them!

• Promote your Posts

Give Them Something to Talk About

Influence Friends of Fans

Best Post Length

Best Day to Post

• 86% are published between Monday and Friday, with engagement peaking on Thursday and Friday

• Test and find your best day!

Source: Buddymedia: Strategies for effective Facebook wall posts

Best Time to Post

• 60% of are published between 10 am- 4 pm

• Number of published posts steadily decreases after 4 pm


Best Frequency to Post


Best Type of Post

• Ask Questions using the Facebook Questions App

• Use Fill in the _______ Posts

• Give exclusive info

• Post a picture and ask people to come up with the best caption

• Consumer offer-related keywords

For Facebook, PHOTOS are King

Post Type

Photo on Timeline

Management Tools

• Date & Time

• Theme / Category

• Keywords

• Social Content

• Call to Action (CTA)

• Resource Link

Conversational Calendar

Content Calendar

• Date & Time

• Theme / Category

• Keywords

• Social Content

• Call to Action (CTA)

• Resource Link

Monitoring & Management Tools

FREE TOOLS

• Google Alerts

• Social Mention

• TweetDeck

PAID TOOLS

• Hootsuite

• Sprout Social

• Hubspot

• Vocus

MONITORING TOOLS MANAGEMENT TOOLS

Hootsuite

• Save your time and your sanity

• Improve productivity by managing all of your social networks within HootSuite.

• Listen, engage and measure all from one simple interface.

• Free version lets you manage up to 5 profiles

Publishing from Hootsuite

Attach image or file

Schedule

Add location

Post content here

Link shortener

Track Clicks on Your Links

Bulk Message Uploader

• Easy to use

• Now only available with paid version, $9.99

Measurement

Key Performance Indicators (KPI)

• Page Likes & Followers

• Unique Visitors

• Time on Site

• Shared Content / Visitor engagement with the website

• Inbound Phone Calls

• Contact Us form requests

• Request for quote

• Mobile banking registration

• Sign up to receive paperless statements

Tools & Reports

• Platform Specific Tools

– Facebook Page Insights

– LinkedIn Company Page Insights

– YouTube Insights

– Pinterest Analytics

• Google Analytics

• Link Shortener Analytics

Page Insights: Overview

1. Each tab displays different info

2. Overview of total Likes & Reach

3. Engagement & Reach

4. Post-specific details

LinkedIn Company Page Insights

1. Page Views

2. Page Visitor Demographics

3. Unique Visitor Details

4. Product & Service Page Clicks

5. Career Page Clicks

Google Analytics Reports

• Where Social Traffic is reported

– Social Reports

– Referral Traffic

– Coded Links

Social > Conversions

Tagging Your Links

• Overview of what can be captured

– Source

– Medium

– Term

– Content

– Campaign

www.anyurl.com?utm_source=facebook&utm_medium=wall post&utm_term=refer+a+friend&utm_campaign=Business+Checking

Tagging Your Links

• Overview of what can be captured

– Source = Facebook

– Medium = wall post

– Term = refer a friend

– Content =

– Campaign = Business Checking

www.anyurl.com?utm_source=facebook&utm_medium=wall post&utm_term=refer+a+friend&utm_campaign=Business+Checking

URL Shorteners

• Gained popularity because of Twitter’s 140 character length limitation

• Clean up long URLs before they are displayed within Facebook posts, LinkedIn posts, emails, etc.

• Users from an organization can share the same account so info is aggregated in one place

See How Users Are Finding Your Link

• QR Code can be generated

• Total clicks on link over time

• Source of clicks on the link

• Location of clicks on the link

Google URL Shortener

Questions?

Thank you!

Social Media for Inventors Society of South Florida (ISSF)

Business

Transcript of Social Media for Inventors Society of South Florida (ISSF)