social media for inventors society of south florida (issf)
DESCRIPTION
I was invited to speak at one of the Inventors Society of South Florida, ISSF, monthly meetings about Social Media. We also discussed why it is important to have optimized profiles in the mainstream social platforms, and looked at some of the specifics for getting set up. This presentation also touches on the importance of listening to what users have to say about you, your products and services, your competitors, etc. and how you can leverage those findings to help guide strategy for your social efforts.TRANSCRIPT
Social Media Standard Operating Procedures
Meet Your Presenter
April Nelson President, Digital Compass
Social Media Strategist Since 2001
Agenda
• Listening
• Profile Optimization
• Building an Audience
• Management Tools
• How to Tell What’s Working
Social Media Process
Listen
Educate
Listen
Inform
Listen
Engage
What am I Listening For?
• Mentions of your Company name
• Mentions of your brand(s)
• Executives’ names
• City name
• Business partners
• Product themed keywords
Setting up a Google Alert
• Enter a search query that you would like to monitor
• Choose result type
• Preview the results
Preview Your Google Alert
TweetDeck
• An app that brings flexibility and insights of Twitter users
• By Twitter, for Twitter
TweetDeck
Add Streams in TweetDeck
• Search Tweets or Users
– Filter content so you only see what you want to see
– Identify users to follow and interact with
Social Mention
• Allows you to track (and measure) who is talking about your staff, your organization, or any topic related to your industry.
• Social Mention pulls data from over 100 social media platforms to give you the most accurate, real-time information landscape in real-time.
Social Mention
• Sentiment
• Top Keywords
• Top Users
• Top #Hashtags
• Mentions by Source
Social Mention
Social Media Alphabet
Profile Optimization
Control more real estate in search results
Facebook - Basic Information
• Founded Date
• Physical Address
• Long Description
• Social Media Guidelines / Disclaimers for Compliance
• Mission Statement
• Awards
• Products
• Phone Number
• Email Address
SEO* for Your Facebook Page
• User Name
• About
• Mission
• Company Description
• Email address
• Address
• Phone Number
*SEO = Search Engine Optimization
LOCAL SEARCH
How Your Page is Indexed
• Title = Your Page Name
• Description = Page Name + About section of your Page
SEO Title
Meta Description
LinkedIn Company Page
Creating a LinkedIn Company Page
• Company Type
• Company Size
• Add your website URL
• Select an Industry
• Operating Status
• Year Founded
Creating a LinkedIn Company Page
• Upload your main cover image / banner
– PNG, JPEG, or GIF; max size 2 MB
– Must be 646 x 220 pixels or larger
– Note: You can crop your image once it's uploaded
• Upload your logo
– PNG, JPEG, or GIF; max size 2 MB
– Note: Image will be resized to fit 100x60 pixels
Creating a LinkedIn Company Page
• Add your Company Description
– What makes you unique?
– 1-2 paragraphs
– Google search results shows previews of your Page text
– Incorporate keywords
• Click Publish to save your changes
Add Your Products & Services
• Build out Products & Services Page
– Allows you to showcase everything you do / offer
– Marketers that build out this section tend to have twice as many followers
Products & Services Example
LinkedIn Personal Profile
• PERSONAL PROFILE OPTIMIZATION RECOMMENDATIONS • Maintain a current profile • Make it robust / complete • Utilize anchor text and link to deep pages on the main website • Use LinkedIn status updates
– Keep your network aware of key speaking engagements or meetings you’re attending
– Weigh in on the latest news relevant to your specialty
• Recommend colleagues • Ask for recommendations where it makes sense (you worked
together on a case, speech, article, presentation, etc.) • Keep an active reading list – an easy way to keep your profile active • Join professional groups for business owners / specialists in your
field
• MUST-DO TO MAXIMIZE SEO AND USABILITY
• Ensure your Twitter Name is representative of your Company / Brand / Product
• Use strategic keywords toward the beginning of your bio.
• Your Twitter bio information is key as Twitter search engines use keywords in your bio in search results when people are looking for similar users to follow.
YouTube
• MUST-DO TO MAXIMIZE SEO AND USABILITY • Optimize Titles
– Make them provocative so users will want to click through to view
– Incorporate important keywords at the beginning of the title and branding at the end of the Title
• Optimize Descriptions – Incorporate a call to action where it makes sense – Incorporate links to the main website where appropriate (SEO /
link building value and also helps users find related and additional info)
• Add keyword-specific tags to help give your videos the best chance of showing up within YouTube internal search
Other Platforms to Consider
• SlideShare
• Quora
• Vimeo
There’s an App
For That
Apps
OVER 550,000 Apps for Pages on Faebook
Source: appdata.com
Apps
Default v. Custom
Default Apps
• Photos
• Events
• Notes
• Video
Custom Apps
• Over 550,000
• They are turned off by default to keep things clean and organized
• Allow extensible features to be added into your page
Default Apps
Default App: Notes
• Notes is a quick and easy way to populate content on your Page
• No fancy design or styling – straight text with ability to upload images
• Each Note is index-able in search results – additional opportunities to be found!
Applications for Apps
• Cross-promote other Social channels
• RSS feed
• Email Capture (Newsletter Sign Up, Contact From, Make an Appointment, etc.)
• Polls & Surveys
• Contests & Promotions
• iFrames – pull in content from your website
– Add a block of html
Popular Apps
• Cross-promote other Social channels – Pinterest, Twitter, YouTube, SlideShare
• RSS feed – RSS Feed Reader, Social RSS
• Email Capture – Constant Contact, Mail Chimp, Aweber, ContactMe,
Extended Info
• Polls & Surveys – Survey Monkey
• Contests & Promotions – Wildfire
• iFrames – Static HTML: iframes
Static HTML: iframe tabs
• Add content / image for non-fans
Talking to Customers
Responding to Comments – Best Practices
• Respond in a timely manner, within 24 hours • Always be polite and empathetic, and try to direct
negative comments or dissatisfied customers offline as quickly as possible
• Be helpful by pointing users to the requested information on your website
• When possible, follow back up with the commenter when additional / new information is available
• Be positive when someone points out a mistake; thank them for letting you know
• Don’t delete comments; with the exception of comments that violate your social media policy
Positive / Neutral Comments
Does the comment violate social media policy?
NO
Can you add value by saying thank you or providing additional info?
NO Let it stand; no
response necessary.
Comment back, based on the
present situation.
YES
YES
Document and delete the comment.
Negative Comments
Does the comment
violate social media policy?
NO
Does the criticism /
attack / comment have
merit?
NO Let it stand; no
response necessary.
Does the comment
include incorrect info?
YES YES
Document and delete the comment.
NO
Is the comment stemming from a
negative experience with
your organization?
YES YES
Respond with the correct /
factual info and site your sources
if needed.
Admit your mistake(s) and
remedy the situation if possible.
NO
Can you add value by saying thank you or providing additional info?
NO Let it stand; no
response necessary.
Comment back, based on
the present situation.
YES
Building an Audience
Cross-Promoting
Offline
• Flyers & brochures
• Direct mail, postcards, etc.
• Letterhead
• Business cards
• Use QR Codes
• Use your Vanity URL
• Update Your Email Signature Block
• Include icons and Like buttons in your Email template
• Notify Your Email List
– About your New Page & what to expect
– About any incentives for Liking the Page
– About contests or promotions happening on the Page
Website
Increase Page Likes
• Like Box
• Incorporate Prominent Social Media Icons – Globally, in the header or
footer
– On interior pages, using text links
• Dedicated Page – Connect With Us
– We’re Social
Increase Content Shares
• Like button
• Social Bookmarking & Sharing Plug-ins – Sharing the reference of your
content with other websites
– AddThis
– ShareThis
Incentives
• Insider info - EXCLUSIVITY
• Tie Likes to a cause or initiative
– Donate a certain amount of money to a designated charity for every new “Like”
• Free Item
• Coupon, Promo Code, Money Savings
Invite Friends to Your Page
Tell Them What to Expect
• Be the first to hear about special events
• Easy access to your online banking
• Stay updated on community events
• Exclusive promotions and contests for our Fans
4 Steps to Business Success on Facebook
Connect With People
Facebook Ads
• Exposure to Fans’ Friends
• No ad copy – based on interaction - liking or sharing a picture or post, etc.
• Ideal for building Page Likes
Sponsored Stories
• Increase exposure to your Fan base and/or
• Target entire user audience or filter by demo
• Ideal for building engagement & promoting events
Page Post Ads
• Increase exposure to your Fan base
• No ad copy
• Ideal for making sure you’re getting your message out to your audience
Promoted Posts
• Target entire user audience
• Ad copy consists of Title, Description, and Image
• Drive traffic to your Page or main website
Marketplace Ads
News Feed & Side Bar
News Feed & Side Bar
News Feed
Sidebar
Engage Your Audience
• Post QUALITY content regularly
• Have conversations on your Page
– Be sure to respond to comments and private messages
– Address specific users; tag them in your response by typing @ before their name
• Follow other Pages & interact with them!
• Promote your Posts
Give Them Something to Talk About
Influence Friends of Fans
Best Post Length
Best Day to Post
• 86% are published between Monday and Friday, with engagement peaking on Thursday and Friday
• Test and find your best day!
Source: Buddymedia: Strategies for effective Facebook wall posts
Best Time to Post
• 60% of are published between 10 am- 4 pm
• Number of published posts steadily decreases after 4 pm
Source: Buddymedia: Strategies for effective Facebook wall posts
Best Frequency to Post
Source: Buddymedia: Strategies for effective Facebook wall posts
Best Type of Post
• Ask Questions using the Facebook Questions App
• Use Fill in the _______ Posts
• Give exclusive info
• Post a picture and ask people to come up with the best caption
• Consumer offer-related keywords
For Facebook, PHOTOS are King
Post Type
Photo on Timeline
Management Tools
• Date & Time
• Theme / Category
• Keywords
• Social Content
• Call to Action (CTA)
• Resource Link
Conversational Calendar
Content Calendar
• Date & Time
• Theme / Category
• Keywords
• Social Content
• Call to Action (CTA)
• Resource Link
Monitoring & Management Tools
FREE TOOLS
• Google Alerts
• Social Mention
• TweetDeck
PAID TOOLS
• Hootsuite
• Sprout Social
• Hubspot
• Vocus
MONITORING TOOLS MANAGEMENT TOOLS
Hootsuite
• Save your time and your sanity
• Improve productivity by managing all of your social networks within HootSuite.
• Listen, engage and measure all from one simple interface.
• Free version lets you manage up to 5 profiles
Publishing from Hootsuite
Attach image or file
Schedule
Add location
Post content here
Link shortener
Track Clicks on Your Links
Bulk Message Uploader
• Easy to use
• Now only available with paid version, $9.99
Measurement
Key Performance Indicators (KPI)
• Page Likes & Followers
• Unique Visitors
• Time on Site
• Shared Content / Visitor engagement with the website
• Inbound Phone Calls
• Contact Us form requests
• Request for quote
• Mobile banking registration
• Sign up to receive paperless statements
Tools & Reports
• Platform Specific Tools
– Facebook Page Insights
– LinkedIn Company Page Insights
– YouTube Insights
– Pinterest Analytics
• Google Analytics
• Link Shortener Analytics
Page Insights: Overview
1. Each tab displays different info
2. Overview of total Likes & Reach
3. Engagement & Reach
4. Post-specific details
LinkedIn Company Page Insights
1. Page Views
2. Page Visitor Demographics
3. Unique Visitor Details
4. Product & Service Page Clicks
5. Career Page Clicks
Google Analytics Reports
• Where Social Traffic is reported
– Social Reports
– Referral Traffic
– Coded Links
Social > Conversions
Tagging Your Links
• Overview of what can be captured
– Source
– Medium
– Term
– Content
– Campaign
www.anyurl.com?utm_source=facebook&utm_medium=wall post&utm_term=refer+a+friend&utm_campaign=Business+Checking
Tagging Your Links
• Overview of what can be captured
– Source = Facebook
– Medium = wall post
– Term = refer a friend
– Content =
– Campaign = Business Checking
www.anyurl.com?utm_source=facebook&utm_medium=wall post&utm_term=refer+a+friend&utm_campaign=Business+Checking
URL Shorteners
• Gained popularity because of Twitter’s 140 character length limitation
• Clean up long URLs before they are displayed within Facebook posts, LinkedIn posts, emails, etc.
• Users from an organization can share the same account so info is aggregated in one place
See How Users Are Finding Your Link
• QR Code can be generated
• Total clicks on link over time
• Source of clicks on the link
• Location of clicks on the link
Google URL Shortener
Questions?
Thank you!