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As presented at CloudExpo 2013 in Santa Clara. It represents my opinions alone - not those of my employer. This presentation is given by someone who went from being a social media zero to creating a strong value-creating presence - and learned a lot of lessons along the way. There are lots of ways to create a social media "empire" - this presentation describes one of them. It's based on my own personal journey. Through research, trial and error, I’ve built my own little Social Media Empire. • I’ve got around 32000 followers on Twitter. • About 30,000 people read my articles and blog posts every month. • Out of 500+ million worldwide Twitter users, I’m ranked in the top 30,000. • My last 50 tweets reached well over a half million people. • On a monthly basis, I reach some 30 million eyeballs just on twitter alone. This Social Media following is a valuable asset. My goal for this presentation is to help you build your version of this asset.
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All opinions expressed are my own vs. those of my employer.
• Key guiding principles
• Key lessons learned
• Most important tactics and strategies
• At least “one way of getting from here to there”
• Enough knowledge so that you can figure out the rest
• Some general rambling (creating
context)
• Top “words of wisdom”, “must dos”
and “how tos”
• “Tools of the Trade”
• Putting it all together: real-life case
study
Why Bother?
• Reaches a lot of people
• Affordable price point
• Offers something of value to people
• Is delivered to a targeted audience
• “Next Steps” are usually very apparent
• If at first you don’t succeed, hit them with more junk mail
• Get funding for your startup
• Raise money for your charity
• Increase inbound leads by 10%
• Get a new/better job
• Get consulting gigs
• Convert people to your religion
• Become semi-famous in some niche area
• Meet interesting people
• Sell a lot of Girl Scout cookies
• Feed your ego
• World domination
• Build a following
• As a group
• As “individuals” via Personae
• Know your audience
• Find SuperHeros
• Find “Masters”
• Create your own Persona
that “speaks to” your target
audience
Example: Two Week Campaign: • Desired behavior: Drive Traffic to a Webinar
Registration Page• Purpose: create leads for Sales Reps
Impressions Conversion Rates
• You want LOTS of impressions. It all starts with impressions.
• You want highest possible conversion rates:– From Timeline to “read”
– From “read “ to “actioned”
• And “Plan B” isn’t a bad idea. “In the absence of Quality, try substituting Quantity”
– Do plenty of tweets
– Have lots of opportunities for conversions.
Impressions are primarily a
function of two things:
– How many followers you have
– “Message Amplification”
Also… things like “timing” have an
impact.
• If you have deep pockets, you
can “buy” impressions.
Starts with knowing who your target audience is
It continues indefinitely
• You’ve defined your Audience
• You’ve internalized the “Target Persona”
• You’ve created your “Social Media Persona”
• Now: Start expressing yourself (i.e. time to start tweeting)
• Timely
• Relevant
• Interesting
• Engaging & personal
• Valuable / useful
• Entertaining
• Original
• And….one more thing
“Why would someone want to
follow me??”
You need to reach far beyond your
existing base of followers:
• Attach your messages to popular
topics with well-researched #Hashtags
“flea on the dog” approach
• Get other people to spread the word
for you - Re-tweets
P.S. Tweets should never be 140 characters
(Unless you are famous already)
YOU NEED MORE
“Nudge, Flatter & Cajole” tactics not
only work, they are an absolute
necessity
Net New Followers =
# New Followers – # unfollowers
• Expect to lose followers
• Track/baseline it
• WHO you lose is more important
than how many you lose
• “Broken Record”
– Know your audience
– Create compelling content
– Create enough compelling content
– Become a “real & likeable person” to them
• Engage
• Reach out
• Stay “fresh”
• “Broken Record”
• Good writing is important
• Be interesting, catchy, have a hook
• Easy to read / easy on the eyes
• Every “actionable” tweet: WIIFT? Clearly expressed value/benefit
• Clearly described “next step” action
• Don’t confuse your audience. Simplicity.
• If there is no conversion option, your “conversion rate” is zero. Most tweets should have a conversion event.
I have just laid out a set of principles and a course of action which
theoretically works.
Probably none of you could actually make it work.
You need an “unfair advantage”
Most people are transcribing books by hand, you need a printing press.
Three things needed to scale and
maintain your empire:
– Tools
– Automation
– People
• Current Events/News
• Content Discovery & Curation
• Tweet Construction
• Audience Engagement
• Twitter Clients
• Audience and Influence Measurement
• Account Dashboard
• Deadwood Pruning
• URL & Effectiveness Tracking
• Google News
• VentureBeat
• Mashable
• TechCrunch
TextMechanic.com
HashTagify.me
Commun.it KloutChrome Plug-in
• Twitter.com
• iPhone/Android
Bit.ly
Twitonomy
• Tweet Scheduling & Automation
• Following and “other custom”
Automation
• Propagation Automation
• Keyboard Automation
Dirty Secret of Social Media
TweetAdder
Python
Scripts
using
Libraries
Zapier IFTT
StrokesPlus
• Other people in your company
• Fiver
• Freelancer.com
• Empire Avenue
• Craigslist
Two week campaign for Webinar Registrants
Two kinds of activities:
• The stuff you do all the time forever
• Things specific to the campaign
“Most Days”:
• Acquiring new followers
• Keeping existing followers “happy”
• Pruning following list
• Ongoing creation of interesting tweets
• Ongoing engagement with influential
followers/friends
• Determine goal: 500 prospects visit webinar registration page
• Estimate number of Tweets required: 15-25
• Create custom bit.ly URL for tracking
• Create 4 template tweets with 5 variations on each = 20 tweets
• Load into TweetAdder, run 2 a day for 10 business days
• Monitor/measure the results, tweak as necessary
