hands-on social media 5: social networking
TRANSCRIPT
hands on socialsocial networks
aug 31/sep 1, 2009
Social network: online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. Most social network services are web based and provide a variety of ways for users to interact
Social networking services/sites (SNS): The main types of social networking services are those which contain category divisions (such as former school-year or classmates), means to connect with friends (usually with self-description pages) and a recommendation system linked to trust. Popular methods now combine many of these
Definitions
The “Right” Way
Transparency: be authentic
Democratic: let the community decide
Celebrity: your customers are the stars, not you
Prosperity: this is a commitment
Social Networking Etiquette
Do
• Be a real person• Share valuable
information• Listen to the community
and respond
Don't
• Speak like an advertisement
• Repeat your sales offer again and again and again…
• Act like a bullhorn
Facebook• Mission: Give people the power to share and make the world more open and connected.
• Stats:
• 70 million active US users (log in at least once a month)
• Over 50% visit daily
• Spend almost 5 hours per month
157% Growth y/y
Data Source: comScore Worldwide Media Metrix - pure social networking sites - blogging sites removed
World Wide: #1 social site
106% Growth y/yAnd in US
Facebook is for People
Creating Your Profile• Fill in basic information
• Use a good picture
• Write about your interests and tell people about yourself. Link to your other social profiles, your Web site, etc.
• Add in education and work information to help people find you
• Contact information – using a hometown, current town helps people find you. But be selective about getting more detailed than that for security purposes.
Connect and Share• Find friends, family and coworkers and send them a friend request
• Share information
• Updates about what you’re doing
• Pictures, video
• Interesting things you found
• Create events
• Relationship maintenance
• Comment on their updates, photos, etc
• Leave messages on their wall
• Tag them in pictures
• Use applications to manage and try out games
Rights and Privacy
• Click “Settings” in top right, select “Privacy Settings”
• Set your privacy settings for your profile information, search listings, activities and applications.
• Make certain pieces of information or activities visible to everyone, friends of friends, only friends or customize it and exclude/include particular people
• You can create friend lists and manage your settings that way.
• Example: create “Work Contacts,” “Friends,” “Industry Contacts,” and “Family.” Then you can set it so only Friends and Family can see pictures.
Facebook is for Brands to Connect to People
Profiles vs. Pages
Profile Page
• Is understood to be the brand or company
• Has fans• Can interact with people
the same as a person• Has additional information
especially for companies– Promotions– Weekly ads– Etc.
• Is understood to be an actual person
• Has friends• Some apps are only
available for profiles, most work on either
Groups vs. PagesGroups
• Cannot interact with all the elements of Facebook the way a profile can
• Facilitates communication between people with similar interests
• Tends to be consumer generated
Pages
• Can interact with all Facebook elements similar to a personal profile
• Facilitates communication between brand and fans
• Understood to be corporate owned
• Facebook encourages pages for brands
Creating a Page
If you already have an account
• Click “advertise” in the bottom footer.
• Select “create a page”– You can add additional
administrators from the “edit page” screen later.
If you do not have an account
• On Facebook.com click “Create a page for a Celebrity, Band or business.”
• It will have you create an account – you can make a corporate login to share with others.
• Do not ever click “Create Your Profile” at the top. This way you will only have the page under this login.
Creating a Page
• Make sure to select the type of business you have and be as exact as possible. The template you get for your information will be based on this!
• Fill out the information in the template provided.
• Use a logo that fits within the space well
• Create permissions for fans using settings:
• What they can post
• Who can access the page
• ADVANCED- Static FBML: Facebook’s version of HTML, lets you customize boxes, wall and tabs.
Integrating Apps• Social RSS
– Add a blog as a tab or box into your page
• SlideShare– Like YouTube for slides, great for B2B
• Promotions – Run ads, contests, weekly promotions
• Poll– Ask your users questions and get the results. Use for engagement and for research
• YouTube / Flickr – Synch your YouTube or Flickr accounts
• www.Facebook.com/Twitter – Facebook Twitter
• Twitter Facebook– Add all tweets as status updates
– Add some tweets as status updates
Browse all apps
• Write in the Publisher – the “what’s on your mind” box.
• Add links
• Share thoughts
• Share photos/videos
• Create events
• Write notes / import your blog.
• Anything that is shared through the publisher will show up in your fans’ homepage feed – free impressions.
• You can also click “update fans” to send a specific message to a special area of their inbox. Use sparingly to avoid “spamming” fans.
Creating a Message(content for your page)
• Ideas for types of things to share
• Ask their opinion
• Share content – funny, interesting, exclusive
• Offers
• Inside Look – behind the scenes
Creating a Message(what to say)
Promoting Your PageFor Free:• Get a badge or buttons to link to page from
your website• “Fan Box” –a window to Facebook from
your own site• Create great content that fans will see on
their homepage and share with their friends• Can create custom URL to promote in
print/traditional– Be sure to follow Facebook guidelines in how
you reference the site
• Suggest the page to your own friends– Select people and send them a message
suggesting they become a fan of your page
Promoting Your Page
Advertising:• Engagement Ads vs. Standard
Ads• Pricing: CPM, CPC• Targeting
– DemographicAge/Sex/Location
– College / Education / Workplace– Interest based (from profile and
status update keywords)• Premade “clusters”
– Birthday– Associations (if they use your app,
are in your group or a fan of your page)
More AdvertisingEngagement Ads: users can
engage with ads in the same way they interact with other content on Facebook, without leaving their home page. When a user takes an action within an Engagement ad, it sparks organic sharing through the home page to the user’s friends, giving advertisers viral impressions
Insights and Interactions• Use insights to track
interactions, types of interactions
• Demographic information• What content was most
popular.
Next Steps:• Continue the
conversation: respond to comments and questions
Facebook ResourcesFacebook Pages to follow:• www.Facebook.com/Marketing• www.Facebook.com/FacebookPages • www.Facebook.com/FacebookAds • www.Facebook.com/Facebook
Blogs:• www.InsideFacebook.com• www.AllFacebook.com
Q&A
• LinkedIn has over 45 million members in over 200 countries and territories around the world.
• A new member joins LinkedIn approximately every second, and about half of our members are outside the U.S.
• Executives from all Fortune 500 companies are LinkedIn members.
Property Avg Age % College Grad Average HHI
% Read Business
Magazines Last Month
LinkedIn 41 81% $107,965 29%
Forbes.com 48 64% $93,730 48%
WSJ.com 49 71% $101,574 43%
BusinessWeek.com 47 68% $95,781 53%
Several Times/Day for Work Purposes
Several Times/Day for Personal Use
LinkedIn 84% 44%
Facebook 28% 59%
MySpace 9% 31%
YouTube 53% 69%
Twitter 22% 22%
Percent of Audience Who Are Business Decision Makers
0
10
20
30
40
50
60
LinkedIn BusinessWeek WSJ Forbes CNNMoney
Using LinkedIn
Person
• Make connections with people– Create various opportunities
• Sell yourself
• Increase authority
• Use applications to import information into your profile
• Create and publish attendance at events
Business
• Create your business listing• Create groups for people to
interact• Use event application to
invite people to any events you have
• Use apps like Company Buzz
• Advertise• Job Listings
Creating an account
• Go to https://www.linkedin.com/ • Enter first name, last name, email and password• Fill in geographical information and where you
currently work. • If your company appears in the drop down list as
you type it’s name, select it.• Note that once you confirm your email your account is
25% complete, the goal is to fill in all the information for a 100% complete profile
Completing your ProfileProfile is like your online resume:
• Insert Title• Current and Past Experience:
• Be detailed and complete, similar to resume• Education• Web sites
• Use the “other” option to make these links keyword rich• Upload photo
• Make sure it’s recognizable
Free vs. Paid Account
• Free Version:– Unlimited
Introductions
– 5 Requests for Introductions
• $24.95/month:– Expanded LinkedIn
Network
– Reference Searches
– Reach over 40 million users
– Send InMails
(click image to view in browser)
Additional Paid Options• Many of the activities you do on LinkedIn can be
extended via a premium paid option• Event alerts can be sent to specific professionals• Polls can be sent to a group of professionals• Company profiles can be extended and customized
Advertising
Direct Ads
• Small text ad• Includes small link to your
profile• Pricing: CPC, CPM• Targeting
– Age, sex, location– Salary– Job Function– Industry– Seniority
LinkedIn Ads
• 4 placements• Targeting
– Age, sex, location– Salary– Job Function– Industry– Seniority
Advertising
LinkedIn Partner Messaging• A message sent to the inbox of a
targeted set of LinkedIn users
• Target by industry, job function, company size or geography
• Targeted users see a headline/teaser message on their homepage
Your message remains in user’s Inbox section until action is taken (user clicks or clears)
Only one Partner Message is sent to each user per 60 days
Quick Summary of Your Company:
• Basic Information• Make sure to optimize description and specialties for search
(use popular keywords to describe what you do)• Make sure to check mark the option to include news information
if you get positive press• Company Logo• Locations• Financials (if you want)• Company blog: highly recommend adding this if you have it• Related companies
Premium company profiles – if you do a LOT of recruiting, paid option
Edit your Business Page
Getting Introduced & Finding Connections
Connections: People You KnowIntroductions: People You Want to Meet
• People you don’t know and haven’t met but you know someone who knows them
• Write a message to them with reason why you want to “link in”
• Write additional message to your contact that knows them explaining why you want them to introduce you. If they agree the message will be forwarded from them to the connection you’re trying to make
• Find people you know based on:
– Email address books
– Schools you attended
– Companies you worked for
• When asking to “link in” to someone, identify how you know them (be specific!) and include a personal message
– If you don’t know them they might reject your request. If this happens you will find it harder to request links in the future
Two schools of thoughtLink with people you would accept a phone call from or would call back right away.
Link with people you’d meet at a networking event and take a business card from.
• Recommendation: subscribe to the latter. This is not your personal life, it’s your business life. The more connected you are, the better. The easier it is to easily connect to the next ‘degree of separation’.
Becoming an Authority Through LinkedIn Answers
Use the answers section to:
• Get answers to your questions
• Find people who are experts in certain fields
• Answer other people’s questions to build authority in topics in which you have expertise
• Show off what you know & build authority just by answering questions; but expect nothing in return
• Be careful not to come off as spam though. Your answers can be flagged
• Special advertising opportunity: can take 100% share of voice on an answers page.
Becoming an Authority Through Recommendations
Recommendations are like references:
• Ask for recommendations from people
• For specific positions
• Send custom message
• Send recommendations to others
• Spread the love
Creating, Joining and Participating in Groups
• Join groups in your industry to participate in discussions
• Create groups around your business or relevant topics• Add news items to groups• Join groups that are relevant to your target audience’s
business, then become active in discussion forums in a non-sales way. • For instance, if you own a restaurant, look for groups of
businesspeople clustered around your location(s). If you own a hotel, look for groups of meeting planners.
Events and Other Applications• Similar to Facebook, you can use applications to increase
functionality on LinkedIn.• Events: Create events and invite your network.• Wordpress: Bring in your blog posts and publish on your profile
• BlogLink: See blog posts from your network• SlideShare/Google Presentation: post your slides on LinkedIn• Huddle/Box: Productivity and document sharing spaces • CompanyBuzz: See what people say about your company on
Twitter• Polls: Ask your network a question. Can also pay to ask a
specific professional set.• Travel: See where your network is traveling to• Amazon.com: See what your network is reading
Applications for LinkedIN
Doing Research• Find people you’re meeting with or interviewing
– More interactive picture than a traditional resume– See who else knows them (see if they have
recommendations)• Find companies you’re interested in
– See who works there (Are you connected? Can you ask someone for an intro?)
– See what activity they have and a description of their business, be better prepared for whatever engagement you’re planning
Recruiting
• You can use LinkedIn for free recruiting as well as the paid options.
• Advanced People Search a competitor in the upper right corner. Can break it down to current or former employees. Can segment to specific department as well.
Hiring
• Match up what a prospect tells you with what is included in his/her LinkedIn profile.
• Better yet, in the People Search tool, use the advanced search option and enter the name of companies s/he worked for. You can specify a specific expertise (on right) if company is large. Look for overlapping employees and connect to ask them what s/he thought of your prospect.
Prospecting Clients
• Use LinkedIn to help you hone a list of prospects for your business.
• Look at “companies in your network” feature to help you see all the companies to whom you are personally connected.– Go to “jobs” section, then look on the right
side.
Partnering & Backgrounding
• You can check companies that you might be working with or about to partner with on a project really well for free on LinkedIn.
• Do an Advanced People Search, highlight Former Employees, highlight specific area and get a name. Call or e-mail – they are often receptive.
Q&A