Download pdf - UCSC Silicon Valley - Social Media 101 (Self-Study Slides)

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Advanced Social Media Marke0ng Natascha Thomson Self-‐Study Slides

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Source: Our Digital Coach.


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59% of Twi8er users have visited B2B tech brand sites,

compared to 40% for the average Internet popula0on.

Source: Compete and Twi@er

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Twi@er OpBmizaBon

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n Twi@er Account n Memorable user name n Bio n Profile & background pictures n URL n LocaBon

n Know your Hashtags Advanced: n Use Mobile App n Sign up for Bit.ly’s n  Install Bufferapp.com n Hootsuite et al


Example: EMC Guidelines for Twi@er Accounts

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Source: Twi@er 101 for EMC Corp


Twi@er AbbreviaBon DicBonary

•  MT = Modified tweet. •  RT = Retweet. •  DM = Direct message (accounts have to follow each other). •  CC = Carbon-‐copy. Works the same way as email. •  IMHO = In my humble opinion. •  LOL = Laugh out Loud; ROFL = Roll On The Floor Laughing. •  TY = Thank you. •  ^NT = IniBals added to a Tweet to indicate a personal addiBon

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What Makes a Good Tweet?

3 Tips for a Good Tweet 1.  Listen before you Tweet 2.  Add your own insights vs. just (re)tweet 3.  Be a personality not a company (P2P) 3 Tips to Increase your Following 1.  Follow influencers & other interesting people 2.  Tweet during relevant events using the hashtag 3.  Include influencers or other relevant handles in your Tweets (even ask

for RTs)


How to Judge “A Good Tweet”

Metrics: Reach – Followers - Influence – Engagement

Qualitative •  It’s audience appropriate •  Good content = not a product pitch •  Leaves room for Retweeting •  Influences (your audience) •  Is a well-defined piece in your overall social media

strategy •  Is Retweeted by your influencers (not just friends)

Quantitative •  Tweet is Retweeted and/or commented on •  Creates a high amount of impressions; premise:

influencers have many followers •  Click-throughs to promoted content, e.g. via Bit.ly’s •  Growth in number of followers •  Increase in Klout score


TacBcs

•  #Hashtags, Trends •  TweetChats •  Contests •  Promoted Accounts •  Promoted Tweets •  Twi@er Cards


Or: h@ps://[email protected]

FAQ


LinkedIn Tips

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Op0mize Your Profile §  Professional picture §  Complete profile §  Upload/link to content §  RecommendaBons §  Build good connecBons


List your Btle/experience in a meaningful way.

Many people will form their first impression of you from reading your LinkedIn profile. Example Profile:


Provide a brief overview of your skills & accomplishments.

The way you write the summary tells people a lot about how you view &

present yourself.


Ask past & present clients and colleagues for recommendaBons.

Write recommendaBons for others.


Post status updates to demonstrate your thought leadership & experBse.

Ideally daily.


Join Relevant LI Groups : Answer & Ask QuesBons

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LinkedIn SegmentaBon

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LinkedIn TacBcs

§  Status Updates (Profile/Company Page) §  Company Page §  Join/Engage in/ Run a Group § Write LI Blog §  AdverBsing §  Leverage Ad tool for segmentaBon §  Comment

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Tips •  Requires a content strategy that focuses on pictures, stories,

videos etc. •  Challenge is to turn “Likes” into more •  Overall more popular for B2C vs. B2B •  Constant changes •  You have to pay to reach your fans •  Brands say it works well if you pay

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FB MarkeBng & Ads

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Blog

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Cross-‐market your blog via: §  Twi@er, LinkedIn, G+, FB, Pinterest etc. §  Email §  Newsle@ers §  Syndica0on

§  Add a call to ac0on to each blog, e.g. “download this white paper”; “URL to another blog on the topic”, “Register here”, “Subscribe”.

§  Blog regularly §  Use the right keywords in the right places/SEO §  Create good links back to your blog:

§  Comment on other people’s blogs §  Link to other blogs in your blog (own or external) §  Include your blog URL in your email signature & social profiles

Related: 21 TacBcs to increase blog traffic


Blog Content: •  Blog about your area

of experBse & passion.

•  Tell a story – don’t pitch products.

•  Fill informaBon gaps for your audience.

•  Engage through downloads, of videos & other relevant content.


•  Google AdWords Keywords Tool

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Google Plus

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h@p://www.slideshare.net/NataschaThomson/pinterest-‐is-‐your-‐business-‐ready


Source: MarkeBngXLerator LinkedIn blog.


MarkeBngXLerator.com Natascha Thomson

[email protected]

@NaThomson

+1 (925) 519-‐8111

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