organizational readiness: social media tactics for success
DESCRIPTION
A nice refresher on how to user simple tactics to achieve organizational readiness in social, plus a few quick stats on successful Facebook wall posts.TRANSCRIPT
© MARC USA, 2011 — All Rights Reserved
Organizational Readiness: Social Media Tactics for Success
Presented by Deanna Ferrari of MARC USA!
October 13, 2011
© MARC USA, 2011 — All Rights Reserved
“A brand is now defined as the sum of all conversations taking place around it, and it’s happening regardless of whether or not we participate in the dialogue.” – Radian6
© MARC USA, 2011 — All Rights Reserved
TODAY’S AGENDA
§ About Deanna & MARC USA § Social Guidebook Overview: Setup For Success § Questions/comments
Twi$er Hashtag: #orgsocialready
© MARC USA, 2011 — All Rights Reserved
ABOUT ME
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ABOUT MARC
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§ Listen & Learn
§ Setup
§ Plan
§ Engage & Respond
§ Analyze
SOCIAL GUIDEBOOK: "TACTICS FOR SUCCESS!
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LISTEN & LEARN
§ Set up searches (search.twitter.com/socialmention.com) § Monitor what people are saying § Determine what channels these people are using § Understand what they’re saying
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FACEBOOK § Types of pages – do you need more than one? § Page and tab settings § “Liking”/linking to other pages TWITTER § Followers – who to follow/follow back § Using Twitter lists § DM vs. @reply § Favorite tweets BOTH § Know terms and policies to comply with social network
legal conditions
SETUP
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§ Determine the overall strategy & objective of your pages § Set goals (Numbers? Engagement? Reach?) § Set up a social team – but get the entire organization on
board § Determine what you’ll say § Determine how often you’ll say it § Say it in a consistent brand voice § Negative conversation: proactive crisis plan § What happens if my page(s) gets hacked?
PLAN
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§ Maintain a consistent schedule of proactive posts using an editorial calendar – but know social changes in an instant
§ Tag/link/use hashtags when possible to extend reach § Optimize each post § Include giveaways or exclusive content that only social
followers get – give them a reason to follow you § Promotion! Promotion! Promotion! § Respond – “like,” retweet, comment, answer and ask
questions
ENGAGE & RESPOND
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§ Remember that goal you set? Did you meet it? § Benchmark pages weekly, monthly and/or quarterly to
track growth and overall engagement § Use free and paid tools
§ Hootsuite § Tweetdeck § Radian6 § Buddy Media § Social Mention § Tweet Reach § Twitter Counter § Tweet Stats
§ Determine what’s working, what needs to be improved. Measure, learn, optimize and continue
ANALYZE
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§ Posts with 80 characters or less in length have 27% higher engagement rates
§ Shortened URLs are actually less effective than full length URLs (3 times less engagement)
§ Brands that post outside of typical business hours had a 20% higher engagement rate
§ Posts that end with a question have a 15% higher engagement rate. Top words: Where? When? Would? Should?
§ Top words to make your fans take action: Like, take, submit, watch, click, visit
Source: Buddy Media White Paper: Facebook's EdgeRank: How to Make Sure You're in the News Feed
FAST FACTS FOR SOCIAL SUCCESS: FACEBOOK
© MARC USA, 2011 — All Rights Reserved
Thank you! Questions?
Email: [email protected] Twitter – Deanna: @dferrari
Twitter – MARC: @marcusawezog Facebook – MARC: Facebook.com/marcusawezog