how to increase your social media presence
TRANSCRIPT
© 2011 SAP AG. All rights reserved. 1
How to Increase
Your Social Media Presence Natascha Thomson
March 2012
© 2011 SAP AG. All rights reserved. 2
Agenda
Introduction: Know Why
1. What Makes a Good Tweet?
2. Starting a Blog
Platforms
Widgets/Integrations
Content
3. Publicizing a Blog
• Cross-social media promotion
• Specific sites
© 2011 SAP AG. All rights reserved. 3
Why are you on social media?
© 2011 SAP AG. All rights reserved. 4
What Makes a Good Tweet?
Listening vs. the Marketing Megaphone
Top 3 Tips for a Good Tweet
1. Listen before you Tweet
2. Add your own insights vs. just (re)tweeting
3. Be a personality not a company (P2P)
Top 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)
It’s not a science and the rule of thumb is: use common sense!
© 2011 SAP AG. All rights reserved. 5
What Makes a Good Tweet?
It’s actually quite complex…
Increase: Reach – Following - Influence – Engagement
Qualitative
It’s audience appropriate (what & when)
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 your colleagues & friends)
Quantitative
Tweet is Retweeted and/or commented on
Creates a high amount of impressions (reach); premise: influencers have many followers
Click-throughs to promoted content, e.g. via Bit.ly’s
Growth in number of followers
Increases your Klout score
Related
Klout, Twittalyzer, TweetReach
© 2011 SAP AG. All rights reserved. 6
Crowd-sourced: “What makes a good Tweet?”
1. “Make it catchy and engage the audience by asking questions
2. Simple language, easy to read
3. Use hashtags in context, don’t just add them at the end
4. Don’t use marketing but conversational language
5. Think first what is relevant for you audience before (re) tweeting
6. Add your own comment to a RT (modify the original tweet), as it
adds more value than simple re-tweeting.”
~ Dorothea Sieber, Social Media Manager for HANA, SAP
1) “Retweetable without modifying the tweets. So there should be at
least 10 chars available for the RT@twitterhandle
2) Using the industry/known hashtags. Don’t create your own variation
of hashtag. Do some research on the existing hashtag that people
use and include that in your tweet to increase visibility.
3) Add twitter handles of others when u refer to them. Don’t just
simply state the name. Research if they have a twitter handle.
4) Good tweets might fail to pick up traction if tweeted at the wrong
time. Scheduled them at the right time when your followers are
most active on Twitter”
~ Palm Norchoovech, Social Media Manager for SCN, SAP
@D_Sieber
@PalmNorch
© 2011 SAP AG. All rights reserved. 7
Crowd-sourced: “What makes a good Tweet?”
1. “Not too many hashtags – 1 or two.
2. Timing – 5-6 per day, not rapid fire of 3 or 4 tweets one after another
(space them out – unless it’s an #SAPChat)
3. Don’t use twitter as a PR channel. Think about how what you tweet
is of value – don’t mention SAP just to mention it.
4. Bit.ly or other shortener – Link at the end.
5. Message first, Link second, hash third.
6. Test punctuation, because on some tweet dashboards a “&” will show
up looking like a “?” etc.
~ Margot Heiligman, Solution Management Director, SAP
1) “Find the powerful balance between art and science. Work in a
pithy grabber. Mashable and Guy Kawasaki both have great
examples of pithy grabber tweets.
2) For example, from this morning on @mashable: Delta Wants You
to Shop Amazon While Flying - http://on.mash.to/wYFZHr
3) They don’t necessarily leverage hashtags to their full potential, but
the content piques your interest and gets you to click-through for
more.”
~ Caroline Kohout, Social Media Marketing Strategist, SAP
@mheiligman
© 2011 SAP AG. All rights reserved. 8
“Good Tweet” Examples
Mark your calendar: #SAP Inside Track is coming back to Vancouver!
#SITVAN http://spr.ly/6018RCp0 #mobility
How Will #Mobile #Tech Change The World By 2016? See how one #SAP
customer is planning at #SAPForum - spr.ly/6015RCrF
The Importance of Delivering Consistent Customer Experiences
http://t.co/CUlXnjSB @1to1media #sapcrm
Delta Wants You to Shop Amazon While Flying - http://on.mash.to/wYFZHr
© 2011 SAP AG. All rights reserved. 9
How to Start a Blog
© 2011 SAP AG. All rights reserved. 10
Blog 101: Options
SAP Blogs SAP Community Network
blogs.sap.com
news-sap.com
Forbes.com
SAP.info
Blog Hosting Sites**
Wordpress.com (free)
Wordpress.org (free, self-hosted) – max. impact
Blogger (owned by Google but SEO is lower than WP)
** Wordpress better for biz, Blogger for recreational blogging
Related: Blogger vs. Wordpress for SEO; Wordpress.com vs. WP.org
© 2011 SAP AG. All rights reserved. 11
Getting Started:
Register for a free blog site at Wordpress.com
Pick a name. Your URL will be “name.wordpress.com”
You can upgrade blog to “name.com” URL later (if available)
Pick a template (under “Appearance”) with the right elements
Pick your widgets (under “Appearance”)
Your Twitter feed
FB, LI & Twitter sharing buttons
Picture
Email Subscribe button
(you automatically get statistics; no widget needed)
Complete the “About” page (your business card)
Related: Blogging Trends for 2012
© 2011 SAP AG. All rights reserved. 12
Steps for completing set up:
Title & Sub-title of Blog Website – “Settings” – “General”
Public Profile – “Users” – “My Profile”
Your Picture - “Appearance” – “Widget” – “Gravatar”
Also add links to other sites, e.g. LinkedIn
Share Buttons – “Settings” – “Sharing” (On a self-hosted WP.org blog:
“Settings” – “Sociable”)
Tools - Webmaster Tools Verification (?) (to get statistics)
Write your first post (“Posts” – “add new”)
Title, body text
Only display first part of a blog: above blog post click “Insert More”
Add a YT video – simply post the URL in the blog on it’s own line
Complete Excerpt
Add Tags
Display (to test what it will look like)
Publish!
© 2011 SAP AG. All rights reserved. 13
Title & Sub-title
Email Subscribe
Picture
Tweet Stream
Comments
Side Bar Widgets
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Detailed Screens on Blog Set up
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Settings – “General”
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Appearance – “Widgets” (Sidebar add-ons)
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Wordpress.com: Social Sharing Buttons
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Wordpress.org (self-hosted): Social Sharing
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Blog Optimization
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Optimized Page
Related: https://adwords.google.com
For the keyword phrase:
“Chocolate Donuts”
© 2011 SAP AG. All rights reserved. 21
Blog Blueprint
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Good Content is the Best Recipe
© 2011 SAP AG. All rights reserved. 23
Blog 101: Content
The right content will attract the right audience
Tell a story
Be a personality = you
Be creative (videos, podcasts, pictures etc.)
Demonstrate your expertise
Don’t pitch products
Listen: What is the tone of the blogging site?
Create a clear and simple title
Use key words (for SEO) in title & body
Create an editorial calendar (and pipeline)
Link to your own & other blogs in your copy
Use Google Ad Words for SEO:
https://adwords.google.com
Related: The perfectly optimized page
© 2011 SAP AG. All rights reserved. 24
Slideshare
The World's Largest Community for Sharing Presentations
•Set up a private or company account (there are 8 options)
•Upload presentations, documents (make sure to add descriptions & tags)
•Share privately or publicly
•Link to content on Slideshare from your blog – “play it” inside the blog post
•Example: Social Media Day at SAP: The Presentations
Option to log in with your Facebook account
Set up your profile with meaningful information (your public profile is your business cards)
– Provide links to your blog, FB, Twitter accounts (will also show your Tweet stream)
– Picture & description of your “purpose”
– Manage notifications
Follow other people or favorite their content (as you look at their uploads)
If you upgrade to PRO you can upload videos, capture leads, get analytics & branding
How to embed a SlideShare presentation into your Wordpress.com blog:
– In Slideshare, the easiest way is to grab the embed code and paste it into the HTML view of your blog
© 2011 SAP AG. All rights reserved. 25
Example:
First level
Second level
Third level
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Publicizing a Blog
© 2011 SAP AG. All rights reserved. 27
Twitter has 500 million+ registered accounts.
Facebook has over 850 million active users.
Google+ has 100 million.
LinkedIn has over 130 million.
© 2011 SAP AG. All rights reserved. 28
Blog 102: Promotion
To gain readers & optimize SEO •Share your blog via social media
•Blog regularly & frequently
•Use the right keywords in the blog title, body, tags, description
•Create LinkLove (inbound links create SEO):
•Syndicate your blog
•Ask people to link back to your blog
•Comment on other people’s blogs (often asks for URL)
•Link to yours’ & others’ blogs in your blog
•Include your blog URL in your email signature & social profiles
• Add a call to action (at the bottom) to increase engagement
•Related: 21 Tactics to increase blog traffic
© 2011 SAP AG. All rights reserved. 29
This Shareaholic’s report used findings from more than 200,000 publishers
& 260 million monthly unique visitors.
© 2011 SAP AG. All rights reserved. 30
Stumbleupon
•“We help you easily discover new and
interesting stuff on the Web. Tell us what you
like, and we’ll introduce you to amazing web
pages, videos, photos and more that you
wouldn’t have found on your own.
•As you Stumble through great web pages, tell
us whether you Like or Dislike our
recommendations so we can show you more
of what’s best for you. We’ll show you web
pages based on that feedback as well as what
similar Stumblers and the people you follow
have Liked or Disliked”.
•Related: How to increase StumbleUpon Traffic
How does it work?
• Set up your profile (list your blog)
• Drag the SU button to your browser so you can
get content suggestions (see IE mentioned in
the sub-text; it’s an actual install)
• Use the “up & down thumb” buttons to vote on
web sites (like on TiVo)
• To begin receiving traffic to your blog from
StumbleUpon you must have at least one of
your webpages submitted. In StumbleUpon,
browse to your website, and select the “thumbs
up” button to add the current page to
StumbleUpon.
• Next, you will be asked to add some more tags
& detail. Then submit. Done.
• Like most social sites, engagement helps you
get more traffic; so start voting.
• You need to add value to get value back
© 2011 SAP AG. All rights reserved. 31
Adding a site to StumbleUpon/Voting
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Be Consistent Across Social Media Channels
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http://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic-2012
© 2011 SAP AG. All rights reserved. 34 Confidential
What Now? 3 Steps You can Take in 30 Minutes
© 2011 SAP AG. All rights reserved. 35
SAP Key Social Media Resources
• Social Media Training Resource Center
• Social Media Group on Jive
• SAP Social Media Guidelines & Social Media Channels
© 2011 SAP AG. All rights reserved. 36 Confidential
Monitor
Here is a short list of tools to get you started (use Google to find more): Google your own name or set up Google Alerts Search for your name on Socialmention.com (in addition to a list of search results, you get stats on sentiment, top keywords, top users and hashtags) Put your Twitter handle into TweetReach.com and get metrics on your reach/impressions, retweets, mentions, top followers etc. Klout.com provides your influencer score. Take this with a grain of salt as it’s not a perfect science. It covers Twitter, FB and LinkedIn. Twitalyzer is a similar tool for Twitter only. Mr. Unfollowr tells you who has recently unfollowed you on Twitter (PS: There is also Mr. Tweet, to find out who you should be following).
@nathomson YouTube
linkedin.com/in/nataschathomson quora.com/Natascha-Thomson
MarketingXLerator.com Blog SAPMentors
SCN Blog [email protected]
slideshare.net/NataschaThomson Vimeo
Google+ Flickr