managing online relationships

Heidi Miller, Social Media Consultant, www.heidi-miller.com@heidimiller

http://profile.to/heidimiller

Online RelationshipsBest Practices forBuilding & Managing Online Relationships

Wednesday, December 22, 2010

http://www.heidi-miller.com




Goals, not tools

@heidimiller #huzzah


Focus your

strategy



Focus your

strategy


• Who is your target audience?

• What is your marketing goal(s)?

• How will you measure success?


Relationship Strategy

• Whom do you want to reach?

• Why?

• What do you want them to do?

• How can you help them?

• How will you know when you’ve succeeded?

• What are your current marketing goals?



Where are your key

influencers?• LinkedIn• Facebook• Twitter• Flickr• MySpace• Amazon reviews• iTunes• Forums



Who are you

trying to engage?



% Growth of adults updating Twitter status

@heidimiller #tcc10


Average age of SNS users by site



Know your

super-power



Why should anyone interact with your brand?



• We help people who spend/enjoy/love _________ and who need ________





• Who are facing ______________





• Who are facing ______________

• After interacting with us will enjoy _________________





• Who are facing ______________


• While enabling ______________





• Who are facing ______________


• While enabling ______________

• Compared to _______________




Know before you Tweet... monitor



Set up Google alertwww.google.com/alert

Your name Your brand Your product or service Competitor’s names Issues Keywords



http://www.google.com/alert

http://www.google.com/alert

1. Enter search term



1. Enter search term 2. Choose Everything



1. Enter search term 2. Choose Everything

3. Enter email & create@heidimiller #huzzah


Build online reputation




Be personalBe generousBe relevant


Building Presence



• Blogs/podcasts

Building Presence



• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics

Building Presence




Comment on relevant blogs

Building Presence





Call in podcast comments

Building Presence






• Facebook

Building Presence






• FacebookLike

Building Presence






• FacebookLike

Comment

Building Presence






• FacebookLike

Comment

Join Facebook events

Building Presence






• FacebookLike

Comment


Share Facebook events

Building Presence






• FacebookLike

Comment



Invite more people to Facebook events

Building Presence






• FacebookLike

Comment




Tag friends in photos

Building Presence






• FacebookLike

Comment





• Twitter

Building Presence






• FacebookLike

Comment





• TwitterReTweet relevant, useful content

Building Presence






• FacebookLike

Comment






Reply promptly

Building Presence






• FacebookLike

Comment






Reply promptly

Twitter events with hashtag

Building Presence






• FacebookLike

Comment






Reply promptly


Participate in Follow Friday

Building Presence






• FacebookLike

Comment






Reply promptly


Participate in Follow Friday

• Comment on LinkedIn group posts

Building Presence



Expose yourself



Act like a person...

not


a brand


Express personality



Be personable...

without being


too personal



• Strategize your superpower keywords and topics

• Focus 75% of your original content on those topics

• Keep a clear content focus

• Keep a clear brand identity


Keep a topical focus


• Strategize your superpower keywords and topics

• Focus 75% of your original content on those topics

• Keep a clear content focus

• Keep a clear brand identity


Setting up your Facebook profile/Page



Profile Basics

• Use logo for Facebook Page

• Use consistent, friendly, professional profile photo everywhere else

• Person’s face

• No kids or pets

• Create consistent one-line brand statement

• Create consistent one-paragraph statement

• Representatives should disclose company relationships

• Use www.knowem.com to save name across SNS

• Capture your brand or as close as you can get to it



http://www.knowem.com

http://www.knowem.com

Page do’s

• Wall settings

• Info information

• Photos

• Videos

• Events



Set brand + others as Wall default


Always let others post to your Wall


Page do’s

• Wall settings


• Photos

• Videos

• Events



Say which humans are posting and

listening


Say which humans are posting and

listening

Link back to site(s)Give mission

statementGive product info


Page do’s

• Wall settings


• Photos

• Videos

• Events



Your photos


Your photos

Let others post photos, especially

from events


Page do’s

• Wall settings


• Photos

• Videos

• Events



General rule: keep videos fun and

under two minutes


General rule: keep videos fun and

under two minutes

Tip: www.Animoto.comcreates free, animated videos

from your photos


http://www.Animoto.com

http://www.Animoto.com

Setting up your Twitter profile



Profile do’s



Profile do’s

Handle: Descriptive, shortest version of

your brand



Profile do’s


your brand

List brand name



Profile do’s


your brand

List brand name


List email so friends can find you via

email


Profile do’s



Profile do’s

Link to brand

website



Profile do’s

Bio: list benefit statment with keywords. If

Twittering for a brand, say so.

Link to brand

website



Twitter engagement best practices



What to Tweet?links to interesting stuff

based on topical interests

@heidimiller


Link shorteners

http://is.gd.com

http://tinyurl.com

http://adjix.com

http://bit.ly (has tracking)

http://snurl.com

@heidimiller


http://is.gd.com

http://is.gd.com

http://tinyurl.com

http://tinyurl.com

http://adjix.com

http://adjix.com

http://bit.ly

http://bit.ly

http://snurl.com

http://snurl.com

@heidimiller

What to Tweet?links to videos



@heidimiller

What to Tweet?links to your posts



General rule: promote others’ content 8x as often as your own

@heidimiller

What to Tweet?links to your posts



@heidimiller

What to Tweet?questions



@heidimiller

What to Tweet?where you’re going



@heidimiller

What to Tweet?breaking news



@heidimiller

What to Tweet?

customer service updates


@heidimiller

What to Tweet?links to funny stuff



Answer the questions

@heidimillerWednesday, December 22, 2010


• What are you reading?

• What are you commenting on?

• What are you blogging?

• What are you furious about?

• What are you excited to see?

• What do you need right now?

• What are you wondering about?@heidimiller


@heidimiller



• What would you like to ask?

• What are you participating in?

• Who are you with?

• What are you talking about?

• What are you laughing about?

• What are you rolling your eyes over?

@heidimiller



@heidimiller

Which is more relevant?


eating oatmeal fighting off zombies

@heidimiller

Which is more relevant?


@heidimiller

Twitter conventions


#sxsw#macworldexpo

#blogher10#chic2geek#smbsea#bcs10

Keyword or term that describes an item (metadata)

@heidimiller

Hashtags


@heidimiller

Mentions


@heidimiller

The Power of the ReTweet


• Read the linked article

• Give credit to original poster

• Add a hashtag

• Add a commentary

• Shorten if necessary

Rules of the ReTweet


H/T = Hat tip (thanks/credit)

CC = mention to specific followers

via @follower = credit to original poster (after a RT)

#FF = Follow Friday, a convention in which Twitterers list suggestions of cool people to follow on Fridays

@heidimiller

Conventions


• www.cotweet.com➡ Set up cotags➡ Schedule Tweets➡ Assign Tweets to team members➡ Take and share notes on Twitter users

• www.hootsuite.com➡ Set up cotags➡ Schedule Tweets➡ Schedule Facebook updates➡ Get link stats

Shared Posting Tools


http://www.cotweet.com

http://www.cotweet.com

http://www.hootsuite.com

http://www.hootsuite.com

• Be generous and gracious. Check your ego at the door.

• Stay on topic. Post content related to your stated, keyword interests and expertise.

• Don’t be That Guy: no blatant self-promotion. Help others first and most.

• Set guidelines and trust employees to be personable without being too personal.

Tips for relationship building

• Be omnipresent: take advantage of cross-posting automation.

• Be a nerd: track and measure everything.

• Be patient: allow yourself to make mistakes.

• Be generous with comments, praise, likes, opinions, responses and reTweets.


Heidi Miller, Social Media Consultant, www.heidi-miller.com@heidimiller


Social CRM:Building & Managing Online Relationships






managing online relationships

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