Managing Online Relationships

transcript

Heidi Miller, Social Media Consultant, www.heidi-miller.com@heidimiller

http://profile.to/heidimiller

Online RelationshipsBest Practices forBuilding & Managing Online Relationships

Wednesday, December 22, 2010

Goals, not tools

@heidimiller #huzzah

Focus your

strategy

Focus your

strategy

• Who is your target audience?

• What is your marketing goal(s)?

• How will you measure success?

Relationship Strategy

• Whom do you want to reach?

• Why?

• What do you want them to do?

• How can you help them?

• How will you know when you’ve succeeded?

• What are your current marketing goals?

Where are your key

influencers?• LinkedIn• Facebook• Twitter• Flickr• MySpace• Amazon reviews• iTunes• Forums

Where are your key

influencers?• LinkedIn• Facebook• Twitter• Flickr• MySpace• Amazon reviews• iTunes• Forums

Who are you

trying to engage?

% Growth of adults updating Twitter status

@heidimiller #tcc10

Average age of SNS users by site

Know your

super-power

Why should anyone interact with your brand?

• We help people who spend/enjoy/love _________ and who need ________

• Who are facing ______________

• After interacting with us will enjoy _________________

• Who are facing ______________

• While enabling ______________

• Who are facing ______________

• While enabling ______________

• Compared to _______________

Know before you Tweet... monitor

Set up Google alertwww.google.com/alert

Your name Your brand Your product or service Competitor’s names Issues Keywords

1. Enter search term

1. Enter search term 2. Choose Everything

3. Enter email & create@heidimiller #huzzah

Build online reputation

Be personalBe generousBe relevant

Building Presence

• Blogs/podcasts

Building Presence

• Blogs/podcastsPost thoughtfully on a regular basis on relevant topics

Building Presence

Comment on relevant blogs

Building Presence

Call in podcast comments

Building Presence

• Facebook

Building Presence

• FacebookLike

Building Presence

• FacebookLike

Comment

Building Presence

• FacebookLike

Comment

Join Facebook events

Building Presence

• FacebookLike

Comment

Share Facebook events

Building Presence

• FacebookLike

Comment

Invite more people to Facebook events

Building Presence

• FacebookLike

Comment

Tag friends in photos

Building Presence

• FacebookLike

Comment

• Twitter

Building Presence

• FacebookLike

Comment

• TwitterReTweet relevant, useful content

Building Presence

• FacebookLike

Comment

Reply promptly

Building Presence

• FacebookLike

Comment

Reply promptly

Twitter events with hashtag

Building Presence

• FacebookLike

Comment

Reply promptly

Participate in Follow Friday

Building Presence

• FacebookLike

Comment

Reply promptly

Participate in Follow Friday

• Comment on LinkedIn group posts

Building Presence

Expose yourself

Act like a person...

a brand

Express personality

Be personable...

without being

too personal

• Strategize your superpower keywords and topics

• Focus 75% of your original content on those topics

• Keep a clear content focus

• Keep a clear brand identity

Keep a topical focus

• Strategize your superpower keywords and topics

• Focus 75% of your original content on those topics

• Keep a clear content focus

• Keep a clear brand identity

Setting up your Facebook profile/Page

Profile Basics

• Use logo for Facebook Page

• Use consistent, friendly, professional profile photo everywhere else

• Person’s face

• No kids or pets

• Create consistent one-line brand statement

• Create consistent one-paragraph statement

• Representatives should disclose company relationships

• Use www.knowem.com to save name across SNS

• Capture your brand or as close as you can get to it

Page do’s

• Wall settings

• Info information

• Photos

• Videos

• Events

Page do’s

• Wall settings

• Photos

• Videos

• Events

Set brand + others as Wall default

Always let others post to your Wall

Page do’s

• Wall settings

• Photos

• Videos

• Events

Page do’s

• Wall settings

• Photos

• Videos

• Events

Say which humans are posting and

listening

Say which humans are posting and

listening

Link back to site(s)Give mission

statementGive product info

Page do’s

• Wall settings

• Photos

• Videos

• Events

Page do’s

• Wall settings

• Photos

• Videos

• Events

Your photos

Let others post photos, especially

from events

Page do’s

• Wall settings

• Photos

• Videos

• Events

Page do’s

• Wall settings

• Photos

• Videos

• Events

General rule: keep videos fun and

under two minutes

General rule: keep videos fun and

under two minutes

Tip: www.Animoto.comcreates free, animated videos

from your photos

Setting up your Twitter profile

Profile do’s

Handle: Descriptive, shortest version of

your brand

Profile do’s

your brand

List brand name

Profile do’s

your brand

List brand name

List email so friends can find you via

Profile do’s

Link to brand

website

Profile do’s

Bio: list benefit statment with keywords. If

Twittering for a brand, say so.

Link to brand

website

Profile do’s

Link to brand

website

Profile do’s

Link to brand

website

Profile do’s

Link to brand

website

Twitter engagement best practices

What to Tweet?links to interesting stuff

based on topical interests

@heidimiller

What to Tweet?links to interesting stuff

@heidimiller

Link shorteners

http://is.gd.com

http://tinyurl.com

http://adjix.com

http://bit.ly (has tracking)

http://snurl.com

@heidimiller

What to Tweet?links to videos

@heidimiller

What to Tweet?links to videos

@heidimiller

What to Tweet?links to your posts

General rule: promote others’ content 8x as often as your own

@heidimiller

What to Tweet?links to your posts

@heidimiller

What to Tweet?questions

@heidimiller

What to Tweet?questions

@heidimiller

What to Tweet?where you’re going

@heidimiller

What to Tweet?where you’re going

@heidimiller

What to Tweet?breaking news

@heidimiller

What to Tweet?breaking news

@heidimiller

What to Tweet?

customer service updates

@heidimiller

What to Tweet?

customer service updates

@heidimiller

What to Tweet?links to funny stuff

@heidimiller

What to Tweet?links to funny stuff

Answer the questions

@heidimillerWednesday, December 22, 2010

• What are you reading?

• What are you commenting on?

• What are you blogging?

• What are you furious about?

• What are you excited to see?

• What do you need right now?

• What are you wondering about?@heidimiller

@heidimiller

• What would you like to ask?

• What are you participating in?

• Who are you with?

• What are you talking about?

• What are you laughing about?

• What are you rolling your eyes over?

@heidimiller

Which is more relevant?

eating oatmeal fighting off zombies

@heidimiller

Which is more relevant?

@heidimiller

Twitter conventions

#sxsw#macworldexpo

#blogher10#chic2geek#smbsea#bcs10

Keyword or term that describes an item (metadata)

@heidimiller

Hashtags

#sxsw#macworldexpo

@heidimiller

Hashtags

#sxsw#macworldexpo

@heidimiller

Hashtags

#sxsw#macworldexpo

@heidimiller

Hashtags

@heidimiller

Mentions

@heidimiller

Mentions

@heidimiller

Mentions

@heidimiller

The Power of the ReTweet

• Read the linked article

• Give credit to original poster

• Add a hashtag

• Add a commentary

• Shorten if necessary

Rules of the ReTweet

• Read the linked article

• Give credit to original poster

• Add a hashtag

• Add a commentary

• Shorten if necessary

Rules of the ReTweet

H/T = Hat tip (thanks/credit)

CC = mention to specific followers

via @follower = credit to original poster (after a RT)

#FF = Follow Friday, a convention in which Twitterers list suggestions of cool people to follow on Fridays

@heidimiller

Conventions

@heidimiller

Conventions

@heidimiller

Conventions

@heidimiller

Conventions

@heidimiller

Conventions

• www.cotweet.com➡ Set up cotags➡ Schedule Tweets➡ Assign Tweets to team members➡ Take and share notes on Twitter users

• www.hootsuite.com➡ Set up cotags➡ Schedule Tweets➡ Schedule Facebook updates➡ Get link stats

Shared Posting Tools

• Be generous and gracious. Check your ego at the door.

• Stay on topic. Post content related to your stated, keyword interests and expertise.

• Don’t be That Guy: no blatant self-promotion. Help others first and most.

• Set guidelines and trust employees to be personable without being too personal.

Tips for relationship building

• Be omnipresent: take advantage of cross-posting automation.

• Be a nerd: track and measure everything.

• Be patient: allow yourself to make mistakes.

• Be generous with comments, praise, likes, opinions, responses and reTweets.

Heidi Miller, Social Media Consultant, www.heidi-miller.com@heidimiller

http://profile.to/heidimiller

Social CRM:Building & Managing Online Relationships

Managing Online Relationships

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