@eric3000

How ToRock

Social MediaEngagement

Your

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@eric3000

Where You Can Find Today’s Slides

http://www.bit.ly/emetelka

@eric3000

☐ Name

☐ What you’re working on

☐ Goals for today

Introductions

@eric3000

I'm Eric Metelka, Manager Manager at G2 Crowd. I am a former

management consultant, Columbia Business School MBA, and

the former Marketing Manager at BestVendor.

@eric3000

@eric3000

• How to optimize your content for each platform

• How often you should be posting new content

• How to you engage influencers• How do you bootstrap promotion of your

content

Goals for Today

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☐ Introduction – 15 mins

☐ Platforms – 45 mins

☐ Influencer Engagement – 20 mins

☐ Conclusion/Questions – 10 mins

✔

What We’re Going to Cover

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Platforms

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• Helpful• Useful• Timely• Informative• Relevant• Practical• Actionable• Generous

• Credible• Brief• Entertaining• Fun• Occasionally funny

Posts and tweets should have as many of these attributes as possible

Social Media Communication Guidelines

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“Make it simple. Make it memorable. Make it inviting to look at. Make it fun

to read.”

Social Media Communication Guidelines

– Gary Vaynerchuk

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@eric3000Go Where Your Customers Are

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@eric3000@eric3000

@eric3000@eric3000

@eric3000@eric3000

@eric3000Why Does Oreo’s Post Perform Well?

@eric3000Why Does Twix’s Post Perform Well?

@eric3000

@eric3000

Post for Click-Through

A headline that makes people want to know more

Post for Sharing

A headline with a complete informative thought

Duality of Posting Goals

@eric3000Is WWE’s Post Optimized for Sharing or Click-through?

@eric3000

The Most Retweeted Tweet of All Time

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Riding a Trend to Build Audience

@eric3000Capture Leads with Lead Generation Cards

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How To Set Up Lead Generation

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How to Participate in Tweetchats

• Find a twitter chat to participate in– http://tweetchat.com/

• Set up monitoring for the hashtag

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Tweetchat Do’s & Don’ts

• DO introduce yourself– You may even warn followers you’re about to chat

• DO use the hashtag on your tweets• DON’T use the hashtag of you go off-topic• DO retweet if you like another person’s comments• DO reach out to individual users, but keep it on-

topic • DON’T use the chat to promote your own

product/service• DO act genuinely and help others

@eric3000

@eric3000

• Rich content (like Facebook)• A chronological stream (like

Twitter)• …with exceptions

@eric3000Sample Google+ Stream

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Google+ Auto-Generates Hashtags

@eric3000Largest pictures of any social network

Pictures Up To 2048 Pixels

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Influencers Organized – Google+ Shared Circles

www.bit.ly/gpluscircles

@eric3000How Was NASA Able to Grow Its Following on Google+?

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@eric3000

Reach a network of professionalsSet Up Your Company Profile & Post Updates

@eric3000Can Ask Followers to Recommend Products

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Groups Have Attractive Audiences

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Be An Influencer – Ask Helpful Questions

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@eric3000

Pinterest is a visual pinboard that allows consumers to discover and share pictures, called pins about products and services that they love and desire, centered on interests, lifestyles and planning.

What Is Pinterest?

@eric3000Pinterest Was Built to Curate

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What Uses Hashtags

@eric3000Group Boards Grow Visibility

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“Content is king, but context is God”

– Gary Vaynerchuk

@eric3000

Multi-Platform

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Blog

Multi-Platform Example: Kate Spade

@eric3000Embrace Each Platform with Native Content

@eric3000Keep Design Consistent

@eric3000Keep Design Consistent

@eric3000Don’t Just Share Your Own Stuff

@eric3000

“It’s important to use the platform where you have the most data to drive traffic to the new one”

Leverage Your Communities

– Gary Vaynerchuk

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Influencer Engagement

@eric3000

• Identify who you want to outreach to– See social media strategy

Make a stalking strategy

@eric3000

• Identify who you want to outreach to– See social media strategy

• Figure out your “ask”– Guest blog? Feedback? Referral?

Make a stalking strategy

@eric3000

• Identify who you want to outreach to– See social media strategy

• Figure out your “ask”– Guest blog? Feedback? Referral?

• Find them EVERYWHERE– Use tools like Rapportive or Nimble to find all

social accounts

Make a stalking strategy

@eric3000

• Identify who you want to outreach to– See social media strategy

• Figure out your “ask”– Guest blog? Feedback? Referral?

• Find them EVERYWHERE– Use tools like Rapportive or Nimble to find all

social accounts

• Engage!

Make a stalking strategy

@eric3000

Promote Them

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Send Bait

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1. Validate – Compliment genuinely

2. State – Show you understand them

3. React – Ask a question

Validate, State, React

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Validate, State, React

@eric3000How Would You Engage?

@eric3000Why Didn’t This Work?

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Conclusion

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Knowing the Right Formula for Each Platform Will Increase Engagement

@eric3000

Bootstrap Your Distribution with Chats and Groups

@eric3000

Validate, State, React

@eric3000

Don’t Just Share Your Own Stuff

@eric3000

“Success is social media boils down to three things: understanding the nuances of your platform, using a distinct voice,

and driving your business goals”

– Gary Vaynerchuk

@eric3000

Questions?

@eric3000

Kissmetrics Blog -http://blog.kissmetrics.com/ SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Slideshare - http://www.slideshare.net/ Jab, Jab, Jab, Right Hook – Gary Vaynerchuk

Social Media Reading List

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Email: e.metelka@gmail.com

Twitter: @eric3000

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