beyond the cocktail party - making social media work for you
Post on 18-Sep-2014
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Erin Steinbruegge from the Loud Few presents to the St. Louis Chapter of ISES on going beyond the cocktail party and how make social media work for your business. Full details: http://www.theloudfew.com/blog/beyond-the-cocktail-party-making-social-media-work-for-your-business/TRANSCRIPT
Beyond The Cocktail PartyMaking Social Media Work For You
Erin SteinbrueggeAugust 2010
Some Background information…
[email protected]@steinburglarlinkedin.com/in/erinsteinbrueggefacebook.com/erin.steinbruegge
How You Can Reach Me:
Partner and Lead Marketing Strategist at The Loud Few.
Consultant and Instructor at Buzzhound Learning Labs.
5 Lessons From “The Best Guitar Player in the World”
5 ways to ensure a social media #fail:
Self Promote
Attack others
Share “too much information”
Be insincere
Steal the mic
Today’s Goals
Recognize Your Social Media Personality
Dispel Some Social Media Myths
Build a Content Strategy
Best Practices, Tips and Tricks
Actionable Plan - Next Steps
Your Social Media Personality
Let’s find out how you scored on the quiz…
“Social Media Butterfly” 8-12 pts
Congratulations, you’re the life of the party!
You listen and engage your customers
You use multiple channels to connect
Watch Out For:
A social media time drain – Make sure your social
media engagement is meaningful for your business.
“That Annoying Guy”6-7 pts
Sorry, but we’ve had enough of your awesomeness.
You use social media to self promote – period.
You rarely listen to other conversations (unless they are
about you).
The Remedy
Start listening. Add value to the conversation. Build real
relationships.
“The Wallflower”4-5 pts
You’re coming across as shy or even creepy.
You came to the party, but you haven’t said a word.
You may be too afraid of saying the wrong thing.
The Remedy
Stop over-thinking and criticizing yourself
It’s okay to start small – Start by making a few friends.
“The No-Show”2-3 pts
Glad you could make it today. You haven’t even shown up to the party.
You probably have lots of excuses.
The Remedy
Stop making excuses! The conversations are taking
place around you whether you are there or not.
The Fail Whale0-1 pts
Social Media: Facts vs Rumors
Social Media Facts vs Rumors
Blogs Are Dead.
Social Media Facts vs Rumors
An estimated
43% of
companies will
use blogs by
2012.
Social Media Facts vs Rumors
Social media is only for “fun”
products and businesses.
Social Media Facts vs Rumors
How “fun” is a blender?
Social Media Facts vs Rumors
And how much fun do you have filing taxes?
Social Media Facts vs Rumors
Social Media Marketing is “a new thing”,
businesses using it now are early movers.
Social Media Facts vs Rumors
2010 Study: 72% of Senior Marketing Executives say
their business has a social media strategy NOW.
Social Media Facts vs Rumors
Social Media isn’t measurable.
Social Media Facts vs Rumors
Can you measure Social Media ROI?
Dell attributes over $3M in sales from a single Twitter
account.
Website analytics programs make it easy to track
conversions from social media.
Social Media Facts vs Rumors
Examples of other factors businesses are measuring:
Brand Awareness – Retweets, brand mentions, “likes”
Customer Service – Reduced response times, less
complaints
Loyalty – Subscriptions and comments on blogs, follows
and “likes”
Social Media Facts vs Rumors
But can you measure the value of a relationship?
Content Strategy
Content Strategy – What is it?
It’s Your Master Plan for:
Delivering key messaging
Engaging your target audience
Demonstrating expertise
Improving search results (BONUS)
Types of Content
Blog posts
Photo albums
Videos
Whitepapers
Presentations
Press releases
Articles
FAQ’s
Events
Webinars
Podcasts
Products
Examples of You Can Produce:
7 Steps to Building Your Content Strategy
1. Define your social media goals & objectives
2. Define your target audience(s)
3. Make a list of topics that interest them
4. Make a list of the places where they are active
5. Make a list of the types of content you can produce
6. Make a list of content “hooks” or “angles”
7. Make an editorial calendar and get busy!
Some Popular Format “Hooks”
Instructional videos
Top 10 lists
Tutorials
Humor
Contrast / Controversy
Case Studies
Promotions – Contests, coupons, “free”
Editorial Calendar
An editorial calendar is your schedule for delivering
targeted content to your followers.
You can download a free editorial calendar here:
http://www.theloudfew.com/editorial-calendar.xls
Editorial Calendar
Some Delicious Tips and Tricks
Blogs - Tips
Blogs require regular feeding, new content should be
published weekly
Write brief, catchy titles
Add visual appeal with photos and videos
Use time scheduling to manage your time
Cross-promote your social media accounts on your blog
Blog Example
Blog Example
Tips for Facebook
Create a Facebook page for your business, don’t use
your personal account.
Get a vanity url as soon as you have 25 fans or “likes”
Customize your Facebook tabs with interactive content
Share photos and tag your friends to extend your reach
Facebook Example:
Facebook Example:
Facebook Example:
Tips for Twitter
Don’t use Twitter to manage your Twitter
Tweet with a purpose (your audience)
Promote others – Retweet generously
Use a combo of “evergreen” and timely tweets
Use scheduling to optimize your time
Tips for Twitter – Use tools
Twitter Example@OC_Monica
Tips for LinkedIn
Complete your profile – to 100%
Get a vanity url for your name
Grow your network weekly – LinkedIn makes it easy.
Join Groups and join the conversation
Be an Expert – Utilize LinkedIn “Answers”
Linkedin Example
Next Steps …
1. Secure your brand name – vanity urls
2. Follow the 7 steps to building a content strategy
3. Build your editorial calendar
4. Begin strategically following your target audience
5. Join the conversation, be real and remember, being
social should be FUN!
Free Stuff
Download this presentation:
http://www.slideshare.net/theloudfew
Download a free editorial calendar:
http://www.theloudfew.com/editorial-calendar.xls
Signup for our interactive marketing newsletter or
subscribe to our blog:
http://www.theloudfew.com
Q&A Discussion
Credits
“The Greatest Guitar Player in the World” – Steve Buscemi, 1998, The Wedding
Singer. Written by Tim Herlihy and directed by Frank Coraci.
“Will it Blend?” – BlendTec
H&R Block – Various social media appearances. @HRBlock
A Delightful Day Event Planning
Royal Landmarks Event Planning – Facebook Page
@OC_Monica – Twitter Account
US Companies Using Blogs for Marketing Purposes, eMarket, Aug 2010
Social Media Usage, Attitudes and Measurability: What Do Marketers Think?
KingFishMedia, Hub Spot and Junta42, 2009.
Direct2Dell Blog, @DellOutlet Surpasses $2M on Twitter, June 2009