Class 3

Digital Marketing Lunch and LearnThe How-To’s of Social Media

Drives Traffic

Earns Natural Links

Reputation Management

Customer Service Tool

Brand Recognition

Increases Visibility

Enhances Real Social Interactions

The Benefits of Social Networking

You must be willing and able to engageRequires constant attention and interactionHonest / Authentic messageConversation not ConversionInteracting not AdvertisingSocial networking is more effective when a

“real” connection is made off-line.

Are You Ready For the Challenge?

Listen

Plan

Use Tools

Grow Network

Engage

Monitor/Measure

Social Networking Process

Monitor the social networks to:Find Your Market

what are they saying?Find Your Voice

what is your persona?Define Your Goals

what do you want to accomplish?

Social Networking Process: Listen

Listen

Plan

Use Tools

Grow Network

Engage

Monitor/Measure

Find Your Market What are they saying about:Your brandProducts / Services in generalThe industryYour competitionTheir problems, complaintsTheir hopes, dreams, what makes them happy

Find Your VoiceDefine Goals

Social Networking Process: Listen

Find Your MarketFind Your Voice

HumorControversyInformationEducation

Define Goals

Social Networking Process: Listen

Find Your MarketFind Your VoiceDefine Goals

Improve reputationIncrease salesIncrease visits / trafficIncrease leadsGenerate awarenessBuild relationshipsBuild trustFocus groupsCombat negative commentsCustomer service

Social Networking Process: Listen

Useful Research Sites and ToolsWhosTalkin.comSocialMention.comTechnorati.comblogsearch.google.comKeotag.comBoardTracker.comBoardReader.com search.Twitter.comMonitter.com

Social Networking Process: Listen

setup RSS feeds (manage with Google reader)http://www.google.com/reader

Social Media Process: Listen

setup Google alerts http://www.google.com/alerts

Social Media Process: Listen

Focus on goalsWhat social networks should you

participate in?Who is responsible for posting

content?How often will you post content?Join Conversation First,

Then Convert Them

Social Networking Process: Plan

Listen

Plan

Use Tools

Grow Network

Engage

Monitor/Measure

Social Media SitesFacebookTwitterLinkedInPinterestYouTubeStumbleUponDeliciousDiggNiche Social SitesStart your own social network – Ning.com

Plan: Setup Accounts

Who?One or more people?Who will it come from?Who will be the admin(s)?Use internal resources

How often?Set a scheduleWhat is natural?Twitter

twuffer.comHootSuite.com

FacebookSocialoomph.comFacebook Scheduling feature

Plan: Assign A Schedule

FeaturesKnow the basic commands (hashtag, retweet, like, etc.)Create custom appsHide time wasting apps

Know how to login, post updates, act as PAGEBest Practices

Don't spamCreate social media policy (rules and ethics)Don't retweet too muchRemember to use keywordsCreate content that is usefulShare useful linksEstablish a relationship, don't just give the sales pitch

Plan: Be Prepared

HootSuiteTweetDeckPhone Apps

TweetDeckFoursquareQR Code ScannersNetwork Specific

(Facebook, Twitter, LinkedIn)

Tools

Listen

Plan

Use Tools

Grow Network

Engage

Monitor/Measure

General TipsShare with existing friendsReciprocal befriendingSend email inviteBe interestingDeliver valueFollow industry leadersLink to your profilesAdsAdd “Like” button

https://developers.facebook.com/docs/plugins/

Grow Your Network

Listen

Plan

Use Tools

Grow Network

Engage

Monitor/Measure

Product announcementsSell – share coupon codes/linksCutting edge newsContestsCustomer serviceListen and respondIndustry specific humorPeriodic tipsSeasonal tips/info

Create Engaging Content

Listen

Plan

Use Tools

Grow Network

Engage

Monitor/Measure

Setup RSS feeds to show mentions of brand

Setup Google AlertsMost social media sites

have a metrics toolbit.lyGoogle Analytics

Monitor and Measure

Listen

Plan

Use Tools

Grow Network

Engage

Monitor/Measure

Don’t focus on proving direct ROIBenefits are often secondary or tertiaryFocus on interaction, value of content, not numbersBranding – mentions of your brandMeasure actions, not just size of networkTrack your time/costs

Monitor and Measure

Baseline DataHow many fans, followers, bookmarks, etc. Search Engine rankingsReferrersNumber of meaningful comments/interactionsSubscribers & Interactions

Interaction – are users engaging in a conversation?Twitter: retweets, answering questions, driving traffic to site,

increasing followers?Facebook: likes, comments, wall posts, mentions?YouTube: views, comments, embeds?

Conversions – are your sales, leads, etc. increasing?Rankings – increasing, adding to the long tail?Retention rates, Repeat business

Monitor and Measure

Leveraging Your Social Networks

Create a presencePersonal Profile

No Commercial ActivityFacebook Group

For a quick discussion, orattracting quick attention

Main benefit: you can directmessage your members

Not indexed by search engines Facebook Page

For long term relationshipsMultiple admins allowed at different levels Indexed by search engineshttp://www.facebook.com/pages/create.php

Plan: Setup

Add Applications: Facebook.com/apps

Vanity URL: Facebook.com/username (need 25 likes)

Export updates to Twitter:Facebook.com/twitter

Import Blog: Social RSS

Plan: Setup

Be searchable – consider setting profile to publicControl who sees what with Friend Groups and

Custom Privacy SettingsAccount > Edit Friends > Create a ListAccount > Privacy Settings > Customize Settings

Connect with industry leaders/influencersJoin groups in your market/networkFollow limits - 5000 friends, unlimited fans

Plan: Grow Your Personal Network

Link/Logo on siteLink/Logo in email signature, print materialsSend Email RequestFacebook AdsAct as page, interact on other pages“Like” other pages/content, as company

Plan: Grow Your Business Network

What is EdgeRank?EdgeRank is the Facebook algorithmthat decides which stories appear in each user's news feed.

Why should I care?88% of fans will never return to your brand page. 95% of engagement happens in the news feed.

Plan: Create Engaging Content

Affinity = How connected you are – mutual friends,

frequent posting on each other’s wall, etc.

Weight = Certain content carries more weight.

(photos and videos > links, comments > likes)

Time Decay = As a story gets older, it loses points.

Plan: Create Engaging Content

The higher your EdgeRank, the higher your post on the News

Feed. So, how do get higher EdgeRank?

Post daily, at least

Gain “weight” – post videos, photos, comments, more

engaging content types

Get people talking – ask questions, be interesting, use apps

Run Facebook Ads – Great targeting options

Mobile – Almost half of Facebook users use a mobile device,

so make sure your content and apps are also mobile friendly.

Plan: Create Engaging Content

Choose usernameCreate an avatarCustom backgroundUse keywords in your

description so other users can find / follow you

Plan: Setup

Use various tools to find Twitter users to follow twellow.comTwitter suggests “Who to Follow”

Follow well known Twitter usersTwitter listsFollow people that engage and influenceWho do the industry leaders follow or RT or mention frequently?Block “Adult” accounts that follow you – they can damage

credibilityFollow back those that follow youDon’t auto follow everyone back If you follow too many people, it can be too noisyFollow who your network is followingFind local users: Cincinnati Twitter List/Database

Plan: Grow Your Network

Twitter Commands#hashtags@repliesRT’s (Retweets)

Use your accountWho’s retweeting your content?Who’s mentioned you?

Trending topics – what’s hot?Add Retweet Button to your blog / other content

http://tweetmeme.com/about/retweet_button

Plan: Create Engaging Content

Leave space at end for retweets

Hashtags#FollowfridayVirtually attend an eventUse of hashtags makes

you look like a fluent tweeterBlock spammers, or report to @spam on TwitterLook at @Connect > Mentions to see who’s

mentioned you, retweeted, etc.

Plan: Content

Product testingCreate an online personaBe entertainingRespond within 24 hoursPost links to your contentPeople love lists Use trending keywordsContests, prizes are often sharedAllow users to shareLaunch a help centerOrganize Twitter event

Plan: Create Engaging Content

Add Company Profile: linkedin.com/companies(click Add a Company)

Get recommendationsCustomize your links to draw

interestCan share updates on

Twitter and vice versaCustom URLAdd applications

Plan: Setup

Import contact listSend invitesConnect to everyone you knowBusiness cards at networking events?

Look them up or invite!Follow up with custom requestJoin groups and connectJoin Q&AEmail blastUse Plugins:

https://developer.linkedin.com/plugins

Plan: Grow Your Network

Career/job postingsStart discussionsStatus updates show in email messagesevents.linkedin.comJoin groups and contribute to Q&A

Plan: Create Engaging Content

Create Company Channel How to Rank Higher:

LikesViewsKeyword relevance

Channel SettingsAvatarBackgroundAboutLinks to other sites

Choose a good thumbnailAccurate Transcripts

Plan: Setup

Network within YouTube (comment, subscribe, send message)

Embed on FacebookAdd Annotations

Call to actionLink to your channel to gain subscribersPromote other videos

Add YouTube Channel link to email signature, print, website, etc.

Embed video in Email signatureEmbed video on site

Plan: Grow Network/Increase Views

Not for Advertisements. Don’t post commercials, unless viralGoogle uses voice recognition technology so make sure it’s clear Create relevant, unique, informative contentLess than 5 minutes is generally a good ruleLink to video from your site with keywords in the link text.Surrounding HTML should be descriptive and keyword rich.Keyword rich descriptions in video title, in the tags in YouTube, etc.Use the word “video” as a keyword in these tags as well. Brand your video.Enable sharing and allow people to embed your video on their sites

Plan: Create Good Content

Only one type of page (no business vs. personal)Pinned images link back to it’s original websiteOver 23 million usersMobile App and Website

What is Pinterest?

You’ll find these under Settings:Keyword rich description in your about sectionLink to your website Location (if you’re local)Publish activity to Facebook Timeline (personal

profile)Connect to Twitter

Plan: Setup Your Pinterest Page

About > Pin It Button http://pinterest.com/about/goodies/Browser buttonWebsite button

(follow entire account or pin individual images)

Mobile appsCreate Boards = Be social!

Pin your own contentPin other content

Comment on other boards and pinsCoordinate with your existing

digital strategy, align with your keywordsand name your boards accordingly

Include price in description

Plan: Setup

Content Ideas and Inspiration Product shots – demo, in use, creative

uses Infographics Photos of events Photos of your store front or location Photos of customers Create theme based boards Use hashtags to encourage Twitter

activity Look to Categories for inspiration Video Gifts

Plan: Engage

Allow others to contribute(they must follow you first)

Share PinsWho’s pinning your content

http://pinterest.com/source/domain.comAnalytics:http://www.pinreach.com

Plan: Tips

On SiteSocial bookmarkingShareThis

Off SiteBusiness CardsRadio, TV, TraditionalEventsQR CodesWindow Clings

Promote Social Content On and Off Site

Don’t SpamBe Respectful & FriendlyIt’s OK to be a “Real” PersonProvide Quality Content – The purpose of these

sites is to share relevant content.You’re there to establish a relationship, not to make

a sales pitch.Social Media Policy – many companies are

implementing these now.Use your “What if my mother saw this?” filter

Social Media Etiquette

Class 4: Advanced Digital Strategies, Metrics Analysis, and Open Q&A

Bring Your Questions! BareKnuckleStrategy.com/blog

facebook.com/BareKnuckleStrategy

www.linkedin.com/in/allisonkulage

Twitter @BareKnuckleMktgallison@BareKnuckleStrategy.com

See You Next Week!