Lee Odden CEO, TopRank Marke2ng

Michael Stelzner CEO, Social Media Examiner

Are you ready? As a preview to Social Media Marke3ng World, TopRank Marke3ng and Social Media Examiner have partnered to bring you this surf-themed collec3on of awesome social media 2ps from #SMMW14 speakers.

From top social brands like IBM, LinkedIn and Whole Foods to social media industry thought leaders Mari Smith, Jay Baer, and Mark Schaefer, youll nd a mix of prac3cal insights and advice to guide you towards the perfect social media wave.

Want more? Then make sure youre registered for Social Media Marke2ng World 2014 - hKp://socialmediaexaminer.com/smmworld/

@Mike_Stelzner and @LeeOdden

In addi2on to a great group of industry thought leaders, thank you to the following social media savvy brands for contribu2ng

their 2ps for this eBook.

Mark Schaefer Michael Stelzner Connie Bensen Cli RavenscraV Viveka von Rosen J Jantsch Jay Baer Amy Portereld MaK Gen3le Mari Smith Michelle Lapierre Brian Clark Charles Kautz

Jus3n Levy Neal Schaer Brian Carter Dan Gingiss Tom Mar3n Jason Miller Jill Rowley Cynthia Sanchez Lee Odden Tim Washer Azure Collier Joe Pulizzi

Laura FiKon Todd Wheatland Gini Dietrich Michael Aaron Bepko Michael Delgado Andrew Grill Maria Poveromo Marcus Sheridan Lewis Bertolucci Becky Carroll Dennis Yu Andrea Vahl Mar3n Jones

Get More Information

socialmediaexaminer.com/smmworld/

Click to Register

There is something very simple, something very

fundamental, that will set a chosen few apart: Are you human?

@MarkWSchaefer #SMMW14

#SMMW14

Where Is Social Media Going?

Mark Schaefer Execu3ve Director

Schaefer Marke2ng Solu2ons @markwschaefer

businessesgrow.com Topic: Industry Trends Track: Social Strategy Presenta2on at #SMMW14 The Future of Social Media: What Businesses Need to Know

We can debate the pressures on pla`orms, distribu3on of content, and the resources needed to keep up with the latest technology, but I think there is something very simple, something very fundamental, that will set a chosen few apart: Are you human? Isn't that the essence of how this online world started, why we love social media, and what people expect if you are going to build trust and loyalty? And yet, this is gebng increasingly lost in a world preoccupied with trac, search rankings and automated marke3ng soVware. Can you make a real connec3on that will stand out in an increasingly noisy world? That is a key to business success in the future, as it always has been in the past.

#SMMW14

Customize Tweets to Share:

Michael Stelzner CEO & Founder

Social Media Examiner @mike_stelzner

socialmediaexaminer.com

Topic: Industry Research Track: Keynote

Presenta2on at #SMMW14 Social Media Marke3ng in 2014: What the Newest Research Reveals

Do you want to encourage your customers to get the word out on TwiKer once they've made a purchase? Use a custom tweet! Here's how: All you need to do is use a service like ClickToTweet.com. Paste your Tweet text and link into ClickToTweet to create a URL that you can embed on a page aVer a purchase. Doing so will encourage others to click and share with their friends. For example, we have a page that says "Tweet your excitement! Click here to tweet that you are aKending SMMW14" The end result is a Tweet that goes into your customer's TwiKer stream promo3ng whatever they just purchased.

#SMMW14

Optimize LinkedIn for Lead Gen: LinkedIn can be more eec3ve than TwiKer and Facebook for B2B lead gen with these 3ps: Relevant and 3mely content. Leverage LinkedIn's demographic segmenta3on features to develop content for various audiences and deliver it on 3me for maximum sharing. Engage frequently and directly. Post and respond to comments. This will help build your company's inuence and the targeted communica3on fosters trust and loyalty. Post company updates and news. People enjoy reading new informa3on about their favorite brands. Post frequent status updates to keep your customers up-to-date on events and oers. Great examples to learn from include: Dell, Salesforce, Hubspot, and Zipcar.

Connie Bensen Global Social Strategy & Governance

Dell @cbensen dell.com

Topic: Big Brand LinkedIn Marke3ng Track: Social Tac3cs

Presenta2on at #SMMW14 How Brands Are Bene3ng from LinkedIn

#SMMW14

Podcasts: Greatest Investment

Cli RavenscraV Podcast Producer

PodcastAnswerMan @gspn

PodcastAnswerMan.com

Topic: Podcas3ng Track: Content Marke3ng

Presenta2on at #SMMW14 Six Reasons Why Podcas3ng Is The Best Investment For Building Your Pla`orm

Crea3ng an audio podcast is the single greatest investment that you can make to take your online marke3ng to the next level. There are so many benets to an audio podcast that no other online pla`orm comes close. One of my favorites is that there is No Screen-Time Required. Over 97 million people drive to work alone every day and over 47 million own a gym membership. What this means is that people can be 100% focused on every single word you speak in your audio podcast and s3ll be 100% focused on driving, jogging, walking the dog, etc. Give it a try. Start by subscribing to Mike Stelzners Social Media Marke3ng podcast and have a listen on your next commute or walk.

#SMMW14

You Wont Sell Stuff on LinkedIn:

Viveka von Rosen Founder

Linked Into Business @LinkedInExpert

linkedintobusiness.com Topic: LinkedIn Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Find Prospects on LinkedIn: Advances Strategies

The key to successful selling on LinkedIn is moving from people knowing you to liking and trus3ng you. Make sure your prole accurately

represents you and your brand. Establish connec3ons with your target

market. Share useful content through the use of

updates, group discussions and messages.

Do this and stay top of mind with your connec3ons and before you know it, your prospects will be coming to you!

#SMMW14

Re-Live Your Best Waves :

John Jantsch Author, Speaker, Founder Duct Tape Marke2ng

@ducKape ducKapemarke3ng.com

Topic: Integrated Social Track: Social Strategy

Presenta2on at #SMMW14 How Businesses Are Integra3ng Inbound and Outbound Marke3ng and Sales to Win Customers for Life

Give your best content a new wave to ride. Most people amplify their most recent content in social channels. But dont forget to go back and re-promote your best posts from the past. Social media exposure is short lived. Give new life to old posts.

Smart companies realize that social media is about

people, not logos. @JayBaer #SMMW14

#SMMW14

Tap Collective Social Power:

Jay Baer Speaker, Consultant, Author

Convince & Convert @jaybaer

convinceandconvert.com Topic: Employee Marke3ng Track: Social Strategy Presenta2on at #SMMW14 How to Turn Your Employees Into Your Best Social Media Advocates

Smart companies realize that social media is about people, not logos. Collec3vely, your employees have far more social connec3ons than your company is ever likely to accrue. So, the path to broadening your organiza3on's reach and engagement in social media should start inside your own walls, by surveying your team to determine where and how they are already ac3ve in social media.

#SMMW14

Its All About the List:

Amy Portereld Consultant

Amy Portereld @amyportereld

amyportereld.com

Topic: Facebook Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Grow Your Email List With Facebook: 7 Easy to Implement Strategies

The energy of your business is directly 3ed to your email list. Facebook ads are one of the most powerful lead genera3ng pla`orms for small businesses today. Specically, "Page Post ads" that drive trac to a free, valuable giveaway (such as a free video training, eBook, or cheat sheet) are extremely eec3ve. These ads are inexpensive, highly-targeted and can be completely automated. It may take a liKle trial and error, but once you nd that sweet spot where your ads are consistently producing results, you'll be hooked!

#SMMW14

Learn & Manage Brand Voice

MaZ Gen2le Global Director, Social Media

Century 21 @MaKGen3le

thesocialguyblog.com

Topic: Big Brand Strategy Track: Social Strategy Presenta2on at #SMMW14 Social Strategy for Big Business

How do you learn the voice of a brand and how do you manage it? It starts by understanding the culture, history, mission and vision of the company. It is the people who make up the brands voice from the mailroom to the boardroom. To do it well, it requires commitment, 3me and the ability to listen. Todays consumer demands authen3city, you cant fake it. Understanding your audience is key to managing the brand voice. If you understand your audience, then you will understand what your message means to your audience on each social network where you engage. Use a social media management pla`orm to op3mize your eorts and empower everyone in the organiza3on to use it.

#SMMW14

Amp Up Facebook Organic Reach:

Mari Smith Social Media Consultant,

Speaker, Trainer @marismith

marismith.com Topic: Facebook Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 Protable Facebook Marke3ng: A Step-by-Step Guide To Turning Fans Into Paying Customers

Consider increasing the frequency of your Facebook Page posts to boost your organic reach. If you typically post 2x a day, try doubling that to 4x. Make sure your posts are top QUALITY, relevant and 3mely. Include periodic invita3ons to sign up for oers, but craV the wording in a warm, personal way that your audience can connect with. Plus, engage at every opportunity. Great examples to study include: Richard Branson, Dr. Wayne W. Dyer, KLM, and Sprint.

#SMMW14

Speak Customer:

Michelle Lapierre Senior Director, Customer Experience & Social Media

MarrioZ Rewards marrioK.com

Topic: Social Care Track: Community Management Presenta2on at #SMMW14 Social Care: How Social Media Marke3ng and Customer Service Form a Winning Team

If youre really, truly into customer engagement, stop sounding like a s3nkin sales brochure. Customers could care less about how YOU see your features & benets (they wont believe you anyway) so why not drop that silly talk and speak with them honestly. Youre trying to be pals, and pals never say Hey pal, let me tell you about my new enhanced feature!. At least my pals dont say that

#SMMW14

Building An Audience:

Brian Clark Founder & CEO

Copyblogger Media @brianclark

copyblogger.com Topic: Blogging Track: Content Marke3ng Presenta2on at #SMMW14 How to Build a Mul3-Author Blog for More Visibility and Sales

Building an audience is like surng youre riding the waves of aKen3on to get you where you want to go. When adding other writers, ask yourself is this persons voice going to help me ride bigger waves, or am I heading for a wipeout?

A beginners mindset goes a long way to bring an

audience, vibrantly, somewhere they cant go.

@CharlieKautz #SMMW14

#SMMW14

Kid Smart In Real-Time:

Charles Kautz Global Marke3ng / Special Projects

TaylorMade-adidas Golf @CharlieKautz hackgolf.org

Topic: Real-Time Engagement Track: Social Strategy Presenta2on at #SMMW14 Real-3me Marke3ng: How Big Brands Engage Fans in the Moment

If your job is to provide social coverage for an event in real 3me, say, a new or exclusive environment, experience or sebng, approach it like a kid at an amusement park. A beginners mindset goes an incredibly long way in trying to bring an audience, vibrantly, somewhere they cant go. Check your assump3ons at the door for whats interes3ng; let your ve senses guide you.

#SMMW14

Guide Your Social Foundation:

Jus2n Levy Director, Social Marke3ng

Citrix @jus3nlevy

jus3nrlevy.com Topic: Social Media Guidelines Track: Social Strategy Presenta2on at #SMMW14 How to Deploy Social Media Guidelines Across the Enterprise

Dont forget about social media guidelines. These guidelines provide the founda3on for your employees as they engage through social media channels. They shouldnt be too long or hard to understand. There are a number of great examples, including from respected brands such as Coca-Cola and Intel, that you can use as the basis for developing your guidelines. If you represent a global company, considera3on will need to be provided for how these guidelines are received in various regions.

#SMMW14

Social Selling With LinkedIn:

Neal Schaer Author, Founder

Maximize Social Business @NealSchaer

maximizeyoursocial.com

Topic: Social Strategy Track: Social Strategy Presenta2on at #SMMW14 9 Ways to Stand Out From Your Compe3tors Using Social Media

LinkedIn, more than any other pla`orm, is most eec3ve when your en3re company is behind your eorts. Don't just stop at marke3ng your Company Page: Get your salespeople involved with using LinkedIn for Social Selling. Get your employees involved as part of an Employee Advocacy program. Don't forget the targeted status update opportuni3es you have for Paid Social on LinkedIn too!

#SMMW14

Home Run Social Media:

Brian Carter CEO

The Carter Group @BrianCarter

briancarteryeah.com

Topic: Customer Loyalty Track: Social Strategy Presenta2on at #SMMW14 How to Increase Customer AKen3on, Sales & Loyalty: The Perpetual Promo3on Machine

Successful social media requires a cohesive digital marke3ng approach. Digital marke3ng channels are all dierent and each have strengths and weaknesses. They work together like players on a baseball team. You don't always need your catcher to hit home runs. But you can't win if all your players are catchers. Make sure you have all the pieces you need to win with your social media and digital marke3ng.

#SMMW14

Winning @ Social Service:

Dan Gingiss Director, Digital Customer Experience & Social Media Discover Financial Services

@dgingiss discovernancial.com

Topic: Social Care Track: Community Management

Presenta2on at #SMMW14 Social Care: How Social Media Marke3ng and Customer Service Form a Winning Team

Doing customer service well in social media is a breeze if: a) You already have a superior product or

service

b) You already have outstanding customer service.

But if you are missing either one of those or both, you need to address those weaknesses before even aKemp3ng social service.

#SMMW14

Go To The Wave With Content:

Tom Mar2n Author, Founder Converse Digital @TomMar3n

conversedigital.com Topic: Social Selling Track: Social Strategy Presenta2on at #SMMW14 How To Painlessly Prospect For Customers with Social Media

Using content to painlessly prospect for sales leads is a lot like surng. You goKa go to the wave. Whether that means nding the best surng beaches or paddling out to the best waves the waves dont come to you, you go to the waves. So instead of focusing all of your content marke3ng eorts on winning surfers hearts and clicks via Page One of Google, use social pla`orms like TwiKer to locate your prospects favorite beaches and then show up there oVen to say Hey Dude.

Organic is good. Paid is better.

@JasonMillerCA #SMMW14

#SMMW14

Organic Is Good. Paid is Better:

Jason Miller Senior Manager, Content

Marke3ng, Marke3ng Solu3ons LinkedIn

@JasonMillerCA rocknrollcocktail.com

Topic: LinkedIn Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 7 Tac3cs for Integra3ng LinkedIn into Your Marke3ng Strategy

We all want to believe that organic posts on social networks are all we need to spark engagement. But your promo3onal strategy must include paid placements as well. Relying only on organic strategies to drive results is analogous to hanging out with the same high school group your en3re life. To grow, you have to expand beyond your immediately-familiar community and break through to those coveted second-degree connec3ons.

#SMMW14

Optimize Your Reputation:

Jill Rowley Social Selling &

Social Business Evangelist Oracle Eloqua @jill_rowley

linkedin.com/in/jillrowley

Topic: Big Brand LinkedIn Marke3ng Track: Social tac3cs

Presenta2on at #SMMW14 How Brands Are Benebng From LinkedIn

2014 is the year of #ProfessionalBranding and the #SocialEmployee. Its 3me to move from using LinkedIn as a resume to using LinkedIn for your online reputa3on. If youre in Sales, op3mize your prole for the Buyer versus the Recruiter. Eliminate the #QuotaCrusher #ExpertNego3ator language. Include rich content (videos, infographics, podcasts, eBooks, blog posts) that inform your buyer and helps establish your subject maKer exper3se. Always be connec3ng & cura3ng quality content!

#SMMW14

Social Pictures That Engage:

Cynthia Sanchez Founder, Strategist Oh So Pinteres2ng @OSPinteres3ng

ohsopinteres3ng.com

Topic: Pinterest Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Grow a Loyal Pinterest Following

Weve all heard that a picture is worth 1,000 words and in social media pictures play an even bigger role. Keep in mind that pictures are open to interpreta3on by the viewer. Before using an image on social media and even on your blog, ask yourself does this image communicate my message well and can it easily be misinterpreted? A simple text overlay might be all that is needed to help clarify your message and help you to engage your audience.

#SMMW14

Influence Is Action:

Lee Odden Author, CEO

TopRank Online Marke2ng @LeeOdden

toprankmarke3ng.com Topic: Inuencer Marke3ng Track: Social Strategy Presenta2on at #SMMW14 How Content Plus an Inuencer Network Can Grow Your Business

Growing a network of high prole contacts with inated social media counts isnt worth much unless those connec3ons can inspire ac3on. Even then, that ac3on can be ee3ng. Appealing to an inuencers ego will make them your friend for a day. But helping a talented person become an inuencer makes them a friend for life. Go beyond borrow to build tac3cs with inuencers and work to help others develop their visibility and industry authority. Make connec3ons and create value in a way that helps both famous and emerging experts become inspired to help you.

#SMMW14

Connect Through Video:

Tim Washer Senior Marke3ng Manager,

Social Media Cisco

@3mwasher 3mwasher.com

Presenta2on at #SMMW14 Track Leader

Produce a mini-documentary about your industry on a shoestring budget. Heres how: Recruit an author, blogger, or museum curator to tell a few tales about the pioneers moments of inspira3on, and failure, that birthed inven3on. A local college can provide a narra3ng professor, a crew of lm students and equipment, and a library of archival footage/images. A half-day shoot can yield a series of short videos. Find a giVed editor who can add b-roll, images and music to create an emo3onal connec3on with your audience.

#SMMW14

Pin Your Way to Being Helpful:

Azure Collier Social Media Educa3on Developer

Constant Contact @AzureCollier azurecollier.com

Topic: Pinterest Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How Brands Use Pinterest to Gain Loyal Customers

You dont have to be a retail business to make the most of Pinterest for your business. All you need is helpful content that oers solu3ons to your audiences problems. By pinning content from your blog, digital assets from your website (like guides and whitepapers), as well as quality informa3on from across the web, you can use Pinterest to establish you and your brand as an expert in your eld.

Find your sweet spot - the intersection between what

you know as a company and what your customers need

to know. @JoePulizzi #SMMW14

#SMMW14

Find Your Purpose:

Joe Pulizzi Author, CEO

Content Marke2ng Ins2tute @joepulizzi

contentmarke3ngins3tute.com Topic: Content Marke3ng Track: Content Marke3ng Presenta2on at #SMMW14 5 Content Marke3ng Prac3ces that Most Businesses Ignore, but Shouldnt

Dude...for true success in social media, nd your higher purpose. First, ask "why" you are using the channel, whether it be Facebook, TwiKer or SlideShare. Second, nd your sweet spot - the intersec3on between what you know as a company and what your prospects and customers need to know. Once you nd your purpose, this becomes 100% of the content you create and share with social media tools. It will, over 3me, posi3on you as the leading informa3onal resource over that par3cular area. You will be a true helper and make real impact in your customers' lives and jobs. Hang Loose!

#SMMW14

Be On A Mission:

Laura FiZon Inbound Marke3ng Evangelist

HubSpot @pistachio

hubspot.com/pistachio

Topic: TwiKer Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 TwiKer Marke3ng: What the Worlds Most Eec3ve Businesses Are Doing

Forget more followers, use TwiKer to get more business! To consistently aKract valuable prospects start with a simple ""mission"" for your TwiKer account: @Username is where ____________ (describe your best prospects) know they will always get ___________ (what's in it for them to follow your account?). This should be very simple - something compelling your parents could repeat at a dinner party if they were sibng next to a good prospect for you.

#SMMW14

Dont Rush on Slideshare:

Todd Wheatland Global Head of Marke3ng

KellyOCG @toddwheatland 3ltmarket.com

Topic: SlideShare Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How to Use SlideShare for Business: The Success Formula

On your SlideShare lead forms, don't ask someone if they want more informa3on, or a salesperson to call them. They're already enjoying your great content go soV-sell and oer them the chance to be the rst to receive your latest updates. Youll s3ll receive the lead, and people will be less hesitant to give up their email address since there's a communicated benet involved.

#SMMW14

Community: It's Personal:

Gini Dietrich Author, CEO

Arment Dietrich @twiKer

spinsucks.com

Topic: Community Building Track: Community Management Presenta2on at #SMMW14 Building an Online Community: A Hard Look at the Good, the Bad, and the Ugly

"Go build a community isnt as easy as it sounds, but it sure is worth every liKle bit of elbow grease you put into it. You are building rela3onships with human beings so a personal touch goes a very long way. Think about things such as handwriKen thank you notes, personalized videos, a featured blog post, or a personal introduc3on to someone in your network. By making people feel special, youll have loyal advocates.

#SMMW14

Passion With Pinterest:

Michael Aaron Bepko Global Community Manager

Whole Foods Market @bepkoboy

wholefoodsmarket.com Topic: Pinterest Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How Brands Use Pinterest to Gain Loyal Customers

Are you paying aKen3on to Pinterest? The poten3al for cul3va3ng community around topics that are relevant to your brand are endless. Not to men3on, compelling storytelling through imagery and photos allows for a deep connec3on around passion points and provides tremendous insight into which types of content resonate best with your audience. My sugges3on? Explore, experiment, observe and react You'll be amazed at how this social pla`orm can help you op3mize content eec3veness, both online and o.

#SMMW14

Community - People & Content:

Michael Delgado Social Media Community Manager

Experian North America @mikedelgado mikedelgado.org

Topic: Big Brand Community Building Track: Community Management

Presenta2on at #SMMW14 How to Develop Real Communi3es: Its Not Just About Facebook

If you want to build community, stop pitching your products and start promo3ng your people. Community managers need to share thumb-worthy content - this means it's likeable and worth thumbing through on a mobile device.

#SMMW14

The Art Of The E-Tap:

Andrew Grill Global Partner, Social Business

IBM @AndrewGrill londoncalling.co

Topic: Big Brand TwiKer Track: Social Tac3cs Presenta2on at #SMMW14 How Big Brands Create Engaging TwiKer Conversa3ons

Before you meet someone new, do your research using TwiKer and LinkedIn. At the same 3me give them a simple e-tap on the shoulder to show them that youve done your homework before you meet. This simple ac3on may be all it takes to put your name and company ahead of your compe3tors.

If perception is everything, then measurement defines

your social programs value. @MariaPovermo #SMMW14

#SMMW14

Measure What's Actionable:

Maria Poveromo Senior Director, AR, PR

and Social Media Adobe

@MariaPoveromo adobe.com

Topic: Social Media Management Track: Social Strategy Presenta2on at #SMMW14 How Brands Organize Their Social Media Marke3ng Eorts: Lessons from the Pros

Measure, measure, measure. If percep3on is everything, then measurement denes your social programs value. Social Media delivers more value than just ROI. How do you dene the value of a rela3onship? And yet social media also helps drive leads and revenue, buzz and awareness, it reduces call center volume, supports recrui3ng and can research and development innova3on. Start with your business objec3ves, dene how social media can help you reach those objec3ves, then measure those social programs relentlessly. Measure what moves the needle for your business and avoid data overload. Iden3fy a few main KPIs and focus. Use suppor3ng metrics for insights to inform your strategy.

#SMMW14

5 Things Customers Care About:

Marcus Sheridan President

The Sales Lion @TheSalesLion thesaleslion.com

Topic: Blogging Track: Content Marke3ng Presenta2on at #SMMW14 How to Grow Your Sales With Blogging

In every industry (It doesn't maKer what you sell), there are 5 subjects that move the needle, as they are the 5 subjects consumers are most concerned with. They are:

Cost/Price ques3ons Problems/Issues ques3ons Vs/Comparison ques3ons Review-based ques3ons Best of ques3ons

When consumers research, these are the 5 subjects they care about, yet most companies are afraid to address them. The moral: Don't be afraid to address topics that consumer truly care about as eventually they'll move the needle more than any other content you could produce.

#SMMW14

Social ROI That Moves the Needle:

Lewis Bertolucci Head of Social Media

Humana Digital @Lewis502

limewedge.net

Topic: Social Measurement Track: Social Strategy Presenta2on at #SMMW14 Brands Pull Back the Curtain on Measuring Social Media ROI

Social media measurement con3nues to evolve from basic social metrics to social data. Passing social data and tagging these engaged social users in your CRM allows you to isolate this group and iden3fy what truly moves the needle. Understanding how shared content inuenced that users path to purchase is cri3cal. Solu3ons like TRKS.IT enable brands to do just that, while ensuring that social remains relevant within the integrated marke3ng mix.

#SMMW14

Scale Social Service:

Becky Carroll Director of Social Media and Customer Impact Consul3ng PriceWaterhouseCooper

@bcarroll7 customersrock.net

Topic: Social Care Track: Social Strategy Presenta2on at #SMMW14 Social Care: How Social Media Marke3ng and Customer Service Form a Winning Team

One of the most challenging parts of social customer service is handling the volume of queries. Iden3fy, recognize, and enable your most ac3vely contribu3ng fans and advocates to help address long-tail content crea3on and answer other customers' ques3ons. This is one of the best ways to scale social customer service eorts.

#SMMW14

Social Force Multiplier:

Dennis Yu CTO

BlitzMetrics @dennisyu

blitzmetrics.com Topic: Facebook Adver3sing Track: Social Tac3cs Presenta2on at #SMMW14 Advanced Facebook Adver3sing: How to Maximize Your Impact

Social media marke3ng, email marke3ng, and website retarge3ng are all the same thing. You're following around users who have visited you, regardless of whether the tracking mechanism is a pixel, email address or Facebook user id. Consider mul3plying upon your strengths by gebng your email subscribers to be fans, your fans to to visit your site, your web visitors to be fans, your web visitors to be email subscribers and so forth. Try Facebook Website Custom Audiences and Google Remarke3ng and you'll be on your way.

#SMMW14

The New Facebook Marketing:

Andrea Vahl Social Media Coach

Andrea Vahl @AndreaVahl andreavahl.com

Topic: Big Brand Facebook Track: Community Management Presenta2on at #SMMW14 How Successful Facebook Communi3es Thrive: Advice From the Pros

For marketers looking to adjust to Facebook's new algorithm changes and decreased organic reach, a shiV in mindset is needed. Think of Facebook as a subscrip3on-based marke3ng service vs. a free pla`orm. Facebook ads on an ongoing basis are inevitable. Divide your monthly Facebook ad spend between boos3ng posts for increased reach and ads to drive trac directly to your website. Spend a small amount on increasing your fan base as well. None of this ad spend needs to break the bank. Work on eec3ve ads so that you spend as liKle as possible for the biggest bang.

#SMMW14

The Real Value of LinkedIn:

Mar2n Jones Senior Marke3ng Manager

Cox Communica2ons @Mar3nJonesaz

coxblue.com/author/mar3njonesaz/

Topic: Big Brand LinkedIn Marke3ng Track: Social Tac3cs Presenta2on at #SMMW14 How Brands Are Benebng From LinkedIn

No single social pla`orm will dene your personal brand and clarify the unique value that you bring to an organiza3on or project as well as LinkedIn. Use your personal prole page to tell your story, and do so in a way that is clear, concise and engaging. LinkedIn is a powerful pla`orm for establishing your personal brand, but only if you take the 3me to learn it, op3mize it and use it.

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A BIG THANKS goes to all the #SMMW14 speakers who par2cipated in this eBook and to the team at TopRank Marke2ng for pugng it together.