expert advice on maximizing social media
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Expert Advice on Maximizing Social Media
Monday, October 22nd 3:00 p.m. – 4:15 p.m.
Orlando N
Trainer:
Don Schindler, Managing Director, Print, Web & Multimedia,
University Communications, University of Notre Dame
Don Schindler
• 13 years in digital marketing
• donschindler.com• d
[email protected]• @donschindler
They do two things.So do you have a social media strategy?
Why I’m here
Social Media Strategy
• Goals• Governance• Education• Execution• Measurement• Adjustments
G.G.E.E.M.A.
Goals
• What?– Promote low cost
housing
• How?– Serve as the Expert
Resource to all audiences looking for information on low cost housing in my state.
Governance
• Policy• Decision Tree• Monitoring
Social Media Policy
• Encourage rather than discourage.• Give them education on proper use.• Give them some place safe to chat about
a problem.• Make sure they know they are responsible
for both themselves and the brand.• Personal and professional are mixed but
don’t say anything you wouldn’t want to see in the newspaper.
http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/
Monitoring
Education
• Get everyone educated on using social media for business
Education
trust.edelman.com
Education
trust.edelman.com
Execution
Hub and Spoke
http://www.slideshare.net/jeremiah_owyang/dreamforce-2012-prioritizing-for-scale-by-jeremiah-owyang
Measurement
Oliver Blanchard’s Basics of Social Media ROI
ROI
• THE CURRENCY FOR SOCIAL MEDIA IS ACTION!
• Track engagement via emails, discussions (facebook, twitter, linkedin), comments, website visits and try to tie them directly to revenue.
• ROI = Money not Mentions
Measurement
• What?– Promote low cost
housing
• How?– Serve as the Expert
Resource to all audiences looking for information on low cost housing in my state.
• Measured By– The engagements
on Facebook, Twitter, Linkedin, comments on blogs (2500)
– The people we help (250)
– The loans we close (25)
Adjustments
http://www.flickr.com/photos/dok1/3954393160/sizes/o/in/photostream/
Alright, enough strategy – let’s talk tactics
They are looking for help.
Be the Expert Resource they are searching for and socially
asking for through technology.
Search vs. Social
Being Found
SearchSocial
http://smallbiztrends.com/2012/09/small-business-traffic-from-social-media.html
Be Found Everywhere
My websi
te
Search Engine
Google+
Peer to Peer
Communities
Trusted Related
Websites
The Secret to Social Media
Talk about others – highlight them, encourage them, be there for them
and they will be there for you.
http://steve-lovelace.com/5-things-i-hate-about-facebook/
1,000,000,000 of us.
Facebook secrets
• Bias against new pages• What to add to facebook status update -
– Links are favored over updates.– Photo and Videos trump links.
• Get people to comment or engage.• 16% of Page Info is all that gets seen and that’s
dropping.• Post 2-5 times a day.• Best times to post are 8 pm – 12 am.• If you are going to post, be ready to respond.
http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html
9/20/12 Update
http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/
No-no’s in Facebook
https://www.facebook.com/help/262981810477512/
No coupons or promotions No contact info
No reference to “Like” or “Share” No “calls to action”
Promoted Posts
Facebook Ads
Accidentally Clicked
http://www.marketingcharts.com/wp/wp-content/uploads/2012/10/SterneAgee-Facebook-User-Accidental-Ad-Clicks-Oct2012.png
Facebook Studio
LINKEDIN MAPS CONNECTIONS
Linkedin Power
• More connections you have the better• Your online resume and portfolio• Your company should have a page• Recommendations• Questions & Answers• Groups• Connected to Twitter and Facebook
Linkedin secret – open up your profile
PROS
• Power of instant conversations• Spreading the word quickly• Professional Development – learn from experts• You can collect users with bots (Tweetadder)• You can follow and possibly speak with people
that wouldn’t normally be in your circle of influence
• You don’t have to worry about stalking or sneaking up on people because they are posting in the public sphere.
CONS
• Lots and lots of noise• Lots and lots of spam• Lots and lots of robot collection• Interface is not friendly• Relationships are fleeting• Twitter gets a lot more attention because
of its open API vs. actually having people use it (500 mil accounts – 340 million daily tweets)
How to set up Twitter
• Better to use a name than a logo• Always be searching to help• Post, share, help and retweet others
(golden rule)• Use an application to control twitter• Always be classifying people• Build relationships to turn to advocates• If things go bad, get it offline.
When should you jump into the next big thing?
When it becomes mainstream – until then you are only touching a small
audience of early adopters.
Speaking the language
Geolocation Search
Klout Measurement
Maximizing Social Media
1. Get your ducks in a row (policy, monitoring).
2. Educate employees to engage at all levels. Protect them.
3. Build an army of advocates that get what you do.
4. Test, test, test – don’t punish over failure – learn from it.
5. ABH – Always Be Helping.
If you get an expert
• What kind of success have you had?• Who are those clients? Can I talk with
them?• How do you measure success?• How often do you engage? What times are
you available?• Have you failed before and what did you
learn?• Which platforms do you use?
They do two things.Now for your questions…
• 13 years in digital marketing
• donschindler.com• d
[email protected]• @donschindler