#SocialMadness - Social Media Best Practices

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#SOCIAL MADNESS:Social Media Best Practices

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Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive ModelingUI/UX Testing • Optimization • Progressive Refinement

Intelligence


Social Media: Understanding “Your Social Graph”


Creating The “F3”

3rd.

2nd.

3rd.

2nd.

3rd.

2nd.

FRIENDS FOLLOWERSFANS


Determining Your “Social Graph”

TBD SOCIAL

GOOGLE+

YOUTUBE

FACEBOOK

TWITTER

TBD SOCIAL BLOGWEBSITE EMAIL


Social Media Channels Defined


Here at your home-base you will:

• Speak in the voice of your brand.

• Harness your thought leadership.

• Give the deepest content surrounding your positions, knowledge and advice.

• Create this as a “one-stop-shop” for your F3 to find all your social channels.

• Give your F3 the ability to subscribe to your email, blog, newsletters and additional channels.

Your Website & Blog


• Remains currently the largest social community

Rules of the social road:

• Listen the most; “LIKE” often; replay with frequency; react only if challenged appropriately; respect all communities.

• Speak with a positive, approachable tone and manner.

• Facebook also contains a myriad of sub genres such as groups, apps and widgets that allow you to further create and extend your social engagement.

• Facebook has implemented a “timeline” ubiquitously across personal profile and business pages. It’s important to note that anyone will be able to see, and review, any post (that you’ve assigned to be public) at anytime.

• Use timeline’s robust Highlight, “Pin to top” and photo features to make an unforgettable visual experience.

• For more great timeline information, see our presentation here: http://www.slideshare.net/starmarkintl/smi-etipsfbtimeline

A Facebook “Page” Provides Analytics

http://www.slideshare.net/starmarkintl/smi-etipsfbtimeline

http://www.slideshare.net/starmarkintl/smi-etipsfbtimeline


• Following competitors within your space can provide time-sensitive insight.

• Following industry leaders can provide insight.

• Retweet content from the leaders that you feel merit redistribution.

• Tweeting with embedded links (showing resource) and #hashtags for search-ability is the best combination to make your content shareable - AKA: “retweetable”

• Easy way to show perceived activity and engagement within your space.

Twitter Channels


• YouTube is the second largest search engine to google.

• First way people will find your search terms as they’re often indexed with less frequency on videos.

• Give your search a competitive edge to be found with higher prioritized ranking.

• Fill the description with rich keywords and links (back to your website) that you’d want to be searched and found by.

• Please note: it’s good to document any speaking or live engagements that your brand might have as reference and a way to call participants back into your content.

A YouTube and/or Social Video Channel Provides Analytics


• Incredibly powerful social channel for networking within your industry.

• Creating and participating actively in “Groups” (not selling) can quickly move your perceived social credibility up.

• Make sure that your Company Page is clean and well defined, employees have consistent photography and corporate “brand speak”.

• Use the “Answers” tab as well to help (not sell) people/businesses within your given expertise and this will create instant brand loyalty.

LinkedIn Provides Analytics


• Google+ started as a Facebook haters cult; users wishing Facebook wasn’t what it continues to be instantly culminated here for conversation. This is important to note as you HAVE to message them with different conversational tone and content.

• The rules are the same as other large social channels - follow proper social etiquette.

• Follow your competitors and like-minded associates within the space; “+1” (give kudos) to articles that you think merit your interests; create and communicate smart and inspired content.

• The conversations tend to lean toward a higher educated, technologically savvy and an affluent demographic.

A Google+ Page


• Slideshare is a key component in creating “thought leadership” within your space.

• Slideshare is ONE location where PowerPoint presentations, PDF, Keynote and other documentation can be posted for review, embedding and social sharing.

• Creating a grouping of materials within your field of expertise on this channel can skyrocket your credibility and give you materials to link and embed across your social channels.

Slideshare.Net


• Photographic stills and video are essential to convey your brand.

• Visually documenting your travels, products and events is as important to the fabric of your brand as the story is.

• Having photos that can be distributed and embedded into your content brings higher search engine ranking and key-word association.

• Photos give your user base an “insiders look” at your company and your culture.

Flickr and/or a Social Photo/Video Channel Provides Analytics


• Location-based tools allow retailers and points of interest to create a digital landmarks that can be found with GPS-enabled smartphones.

• Make sure that you “own” your company and its locations within these applications.

• This technology allows businesses to adjust the users “consideration set” by presenting deals, offers and messaging within the same proximity space as other competitors.

• For more great information see our presentation here: http://www.slideshare.net/starmarkintl/20-locationbased-sites-you-should-claim-your-venue

Foursquare and/or Location-Based Social Channels Provides Analytics

http://www.slideshare.net/starmarkintl/20-locationbased-sites-you-should-claim-your-venue







Alternate Social Channels


#SocialMadness - Strategies


FOLLOWERS

FANS

FRIENDS

#SocialMadness: Strategies

ENGAGE

Introductions& networking

INCENTIVIZE

Contests, coupons & deals

RECRUIT

Ask for support

DISTRIBUTE

Extend your efforts across

channels

COMMUNICATE

Questions, feedback, surveys

& chit-chat

ADVOCATE

Keep community informed & empowered


How much and how often should you communicate, externally to people to simply be social and involved in conversation?

• Your blog: 1-2 posts per week

• Twitter: 6-8 tweets per day

• Facebook brand page: post 3-6 short posts per day

• Youtube channel: Check once a day for comments; “LIKE” 1 video per day; “Add to” 1 video to a channel within your channel (typically something from your industry) once a week.

• Google+ brand page: 3-6 short posts per day

• Linkedin: Answer 1-3 questions on LinkedIn per week

• In addition to the suggested, be sure to “LIKE” others’ comments and participate in as many conversations as your schedule will permit.

#SocialMadness: Frequency within your social channels


HootSuite / TweetDeck:• These tools are referred to as a social media dashboards. The tool allows you to import all

of your social channels into one usable area where you can control your messaging. This is a must-have tool!

Buffer.com:• Buffer is a tool that allows you to connect your social channels to it, then the application

randomly distributes the messaging over a specific time period. This prevents too many posts from being distributed all at once, AKA: “mass distribution”

SocialBro.com:• SocialBro is an analysis tool that allows you to see when the best times to tweet from your

account are and what your audience is interested in.

BottleNose.com:• Bottlenose is a newer application that allows you to see and map trending topics within

twitter.

#SocialMadness: Tools For Winning


#SocialMadness - Best Practices


Social Engagement with your Audience

•Listen!• Start question threads

• Do not judge; simply be a part of the community and intervene only if absolutely necessary

• Evolve! Make sure that your content isn't stuck at a dead end

• Bring in outside authors, bloggers and spotlights

• Be topical

• Have fun


• Hashtagging: Using a “#” before words on twitter assign them to be searchable and applicable to that post. Example: “I just picked up some great shoes! #nike”

• Linking/Sourcing: Using the link to a post or a tweet to support it can add to its validity and specifications. Example: “I just picked up some great shoes! #nike - http://nikeid.nike.com/nikeid/”

• @Handles: Assigning an @handle* in a tweet (this is the name of a person or brand on twitter) can show them that you put them in context to the post. Example: “I just picked up some great shoes! #nike - http://nikeid.nike.com/nikeid/ @Nike”

• Keywords: When you blog or post, you want to also try to use words that you assume people will want to search. Then ideally, they’ll find your content by those words and connect with your content via a search call

*@handles are quickly becoming a way to connect users to other applications as well such as Instagram

Dissecting the perfect “Tweet”

http://nikeid.nike.com/nikeid/







• Search top trending twitter, news & industry topics and add into tweets & posts

• Ask to help your followers with free advice; respond to comments quickly

• If you receive negative communications, listen, respond & resolve

• Maximize your message times to meet your client’s attention

• Maintain consistency with your brand message

Your guide to social etiquette


• Don't make it personal; don’t get drawn into conflict or overreact

• Be open to constructive criticism and be thankful for the insight

• Treat all your social channels like a different friends in a unique space

• Maintain connections to your competitor’s channels – you might learn more than you think

• Network "in real life" (IRL) and follow up with social outreach

• Create opportunity for conversation with trending questions and surveys!

Your guide to social etiquette cont.


Takeaways:• Increase your social activity exponentially during the event

• Remember to recruit participation through alternate channels

• Be enthusiastic, creative, enticing and infectious in your winning messaging!

• Create physical signage and inform your staff to think “Social Madness” throughout the event

• Use any email and or SMS lists to inform your F3 during the event!


Thank You.

Justice MitchellVP, Interactive & Social Creative Director

email: [email protected]: @justicemitchell

mailto:[email protected]

mailto:[email protected]


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#SocialMadness - Social Media Best Practices