advanced social media - aam philadelphia
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Advanced
Social Media
AAM Philadelphia
April 12, 2012
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About Me About My Company
Hashtag: #AAMKT @Jessicalevin
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Strategy
Goals
Growth
Engagement
Rela=onships
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Strategy
Objec=ves
Awareness
Listening
Serving
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What Do You Want to Discuss Today?
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Just the Facts
• B2B Marketers allocate approximately 26% of their budgets to content marketing
• The biggest challenge facing content marketers (36%) today: Producing Engaging Content
• 51% of content marketers plan to increase their budgets over the next 12 months
• Source: Marketo
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Just the Facts
The most popular content marketing tactics used by businesses today include: • Social Media (79%) • Article posting (78%) • In-person events (67%) • eNewsletters (61%) • Case Studies (55%)
Source: Marketo
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Content + Engagement =
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B2B or is it really P2P?
People Do Business with People!
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• Do you have a Social Media Policy or Plan?
• How many staff do you have available for your SM team (IT department, marketing pros, general admin, etc.)?
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Uses of Social Media
• Marketing/Branding (personal and corporate)
• Customer Service – Monitor, Listen, Respond
• Community Building – Learning, Listening, Sharing
• Relationship Building • Entertainment
Tip: Avoid social media fa=gue starts with
knowing WHY you are using it.
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A"ributes Facebook Twi"er YouTube LinkedIn Google+ Blog
Professional Only
x
People you know
x x x
New connec=ons
x x x
Event-‐centric x x x
Time consuming
x
Formal x x x x x
Informal x x
Marke=ng x x x x
Educa=on x x x x x x
High Engagement
x x x
Listening x x x x x
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A Social Leader.
Go to the people. Learn from them. Live with them. Start with what they know. Build with what they have. When the best leader’s job is done, when the task is accomplished, the
people will say we have done it ourselves. -Lao Tzu
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It starts offline.
• Measure BUSINESS Metrics First – Phone calls – Meetings – Proposals – Increased attendance – New Sponsors – Money Saved – New Clients
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And THEN we look at the online…
• Objective v. Subjective = Numbers v. Conversation
• Objective KPI – Interactions/Conversation
• Retweets, Shares, Hashtag Usage, Mentions – ID Community Leaders – Positive Comments/Feedback – Likes/Followers (note we put this last!)
• Reporting
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Monitoring
• Google Alerts • Yahoo Alerts (Yes, really) • Social Mention • Radian 6 • Vocus
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Tools – Metrics
• Google Analytics • Twitter Reporting
– HootSuite – Bit.ly (or other URL shortener) – Tweetdeck
• Blog Comments • YouTube Hits/Subscribers • Facebook Insights
– Likes/Reach/Comment
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Reporting Tips
• Share a content piece that generated a lot of hits.
• Report on lead captures or conversions. • Give a summary of the most popular
discussions on a topic • Ask leadership to participate! Make your
community something the whole company is invested in, and working together to make succeed.
-“Social Media Today”
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Strategy
Planning
Access
Strategy
• What do you want to accomplish? Goals and Objec=ves?
Evalua=on
• Based on your goals and resources which channel(s) are best for your organiza=on?
Planning
• How are you going to accomplish your goals? Scheduling, etc.
Implementa=on • Just Do it!
Measure • What’s working? What’s not?
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Content Marketing Checklist
Factor Things to Consider
Goal A\rac=ng new a\endees? Keep ‘em coming back?
Time Available How much =me does the channel take per day/week/month?
Audience Where does your market get it’s content?
Time Sensi=vity How quickly does you message need to get out?
Technical Is programming involved? Will training be needed?
Budget Do you have money to outsource wri=ng, etc.?
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Mommy, Where Does
Content Come From?
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Who Provides Fuel for Thought?
• Attendees • Vendors • Staff • Speakers • Competitors (Coopetition) • Industry • Government • Random
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Content Sources
• Twitter, Facebook, LinkedIn, Google+ • Magazines • Newspapers • Blogs • Suggestion Tools (Zite, Feedly,
Stumbleupon) • Conversations • TV/Radio
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Management Tools
• Hootsuite • Wildfire App • Roost • Buffer
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Social Media Checklist
• Are you following clients/prospects/COIs • Are you starting conversations? • Are you finding out their interests? • Do they feel welcome connecting with
you? • Are you sharing VALUABLE content? • Are you human?
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Human Behavior
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Times Change.
What the Heck is Timeline?
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Like pages of interest to your audience.
Visit the history of your organization or event.
When were you founded? Celebrating an anniversary?
Timeline makes the past accessible!
Display custom tabs for better engagement!
Pin a post to the top of the page for better visibility.
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YOUR Story: Cover Picture
• 851 × 315 pixels • Different for Profile Picture
• Change/Rotate (Before, During and After) • No Promotion/Contact Info
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Three Ways to Connect
Feature Personal Profile Business Page Group
Timeline Yes Yes No
Connec=on Friend Closed)
Like (Open)
Invite (Open or Closed)
Events Yes Yes Yes
Updates Owner Admin Member
Write on Wall Full control Full Control Full Control
Apps Games, ac=vity Drive custom tabs
No
Docs No No Yes
Photos Tagging Yes Yes Yes
Chat Yes No Yes
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Customization
• Wildfireapp.com • Shortstack.com • Pagemodo.com • Involver.com
Example of Visit Salt Lake City using ShortStack to create a customized contest.
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Targeted Messaging
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Facebook Ads
Promote Your Page With Facebook Ads
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Live Stream
Even Facebook uses Livestream to bring their
event to remote attendees!
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Coming Soon: Facebook Offers
Soon you will be able to give discounts via Facebook Offers
Offer will be sent to email addresses connected to Facebook account.
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EdgeRank and Engagement
“How does News Feed determine which content is most interesting?
The News Feed algorithm uses several factors, including: how many friends are commenting on a certain piece of
content, who posted the content, and what type of content it is (e.g. photo, video, or status update). ���
���If you feel you are missing stories you'd like to see or
seeing stories in your News Feed that you don't want to see, use the different News Feed controls to adjust your settings and give us feedback about your preferences.”
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Google+
• 100 million users • Search heavy • Personal and Business Pages • News and content • NEW
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Google+
What’s New?
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Blog
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“The Speaker Who Won’t Leave”
Jessica L. Levin, MBA, CMP President and Chief Connector Seven Degrees Communica=ons
@jessicalevin www.linkedin.com/in/jessicalevin
www.facebook.com/SevenDegreesCommunica=ons Gplus.to/7Degrees
jlevin@sevendegreescommunica=ons.com 908-‐912-‐4418