Date post: | 01-Sep-2014 |
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BEYOND FACEBOOK: MARKETING ON OTHER SOCIAL NETWORKSSession Leaders: Mark Juleen, Charity Hisle, & Brent Williams
What do you want to take away?
Topics We Will Cover What to Tweet Participating in the “Conversation” Building your network How to manage your Tweets Distribution to and from Twitter
Twitter – Getting Started First, set up an account Fill out your account information
People want to know who you are before the follow you!
Go “under the radar” and tweet to nobody Few people will follow you back if you
haven’t tweeted yet Start following people
Who Will Be Tweeting? Individual Accounts Without Company
Name Example: @TamelaCoval
Individual Accounts Branded With Company Name Example: @CarrieatRoscoe
Company Branded Accounts Example: @TrainingFactor
Who Are We Trying To Reach? Identify who are your target audiences:
Existing Customers Sales Prospects Business Network Shareholders The Local Community
Remember that your Tweets will be public, so even if you choose one audience over another, they can still see your Tweets!
What Should We Be Tweeting? Product Rollouts and Special Deals
From @Starbucks
What Should We Be Tweeting? Contests and Community Involvement
From @CowBoom
What Should We Be Tweeting? Company News
If a news entity, like New York Times, it links to their news posts.
From @JetBlue
What Should We Be Tweeting? Customer Service and Rapport Building
What Should We Be Tweeting? Get Creative!
The Flatulent Office Chair http://twitter.com/OfficeChair/
Albion’s Oven http://www.twitter.com/AlbionsOven/
Automatic Pool Tweets? “The pool just hit 80 degrees! Stop stressing
and get out here!”
Interacting With Twitter @Username
(reply)
RT @Username(“Retweet”= Forward)
Interacting With Twitter Direct Messages (“DMs”)
Private messages sent directly to a user
Hashtags (#) Hashtags are a way to categorize Tweets
#SuperBowl #AptChat
Services to “watch” a Twitter Chat using a hashtag TweetGrid (http://tweetgrid.com)
Twitter Etiquette Watch what you Tweet about
You will be heard! Remember that you are speaking in a room full of other people
Nobody wants to hear how good your egg salad sandwich was
Twitter Etiquette Twitter Spam
Following thousands of people hoping they will follow you back.
Replying to people for the same reason.
First, strategize! Look back at your “audiences” and let that guide you in how to find people to follow.
Find existing customers and contacts Use the Invite By Email feature and enter their email
addresses in the system. If they are already on Twitter, you will instantly “follow” them. If not, it will send them an invitation to join Twitter. Make sure this is reasonable to do with your network.
Try FB140 to find your Facebook contacts (http://www.twables.com/fb140)
Who Do You Follow?
Who Do You Follow? Who are your contacts following?
Look at their Following list in Twitter
Mr. Tweet http://mrtweet.net/
Twubble http://www.crazybob.org/twubble/
Who Should I Follow http://www.whoshouldifollow.com/
Who Do You Follow? Local Community
Twellow (Twitter Directory) http://www.twellow.com
Nearby Tweets (Find Local Twitter-ers) http://www.nearbytweets.com
TwitterLocal (Desktop App for Local Tweets) http://www.twitterlocal.net
Who Do You Follow? Twitter Search
http://search.twitter.com Containing Certain Keywords From or To a Specific Person Location-Based Search Mentions of your product type or even
competitor
Using Your Twitter Management Tool For Keyword Searches (i.e., TweetDeck or Seesmic)
How To Get Followers Follow-Backs Directed to your Twitter page from other
locations You Facebook Fan Page or other social media
accounts Your website On all communications and collateral
Referrals and recommendations (i.e., “Follow Friday”)
Create quality content that people RT or Reply to
Managing Your Following List Friend Or Follow
http://friendorfollow.com/ Are you following somebody and they
aren’t following you back? That could hurt your ratio!
Twitter Lists Allows you to organize different types of
Twitter users. If you have a policy of auto-following
users, your following list may too big to manage. Lists allow you to keep track a smaller segment of that list.
@JasonFalls
Twitter Tools TweetDeck
Manages multiple accounts Posting to multiple accounts
Seesmic Manages multiple accounts Posting to multiple accounts Acquired Ping.fm Negative: Notification does not show the
actual Tweet
Mobile Apps SMS Text Messaging
Standard Twitter feature
Tweetie (for iPhone)(http://www.atebits.com/software/tweetie)
OpenBeak (Formerly TwitterBerry for Blackberry)
(http://www.orangatame.com/products/openbeak/)
Group Tweeting Important solution when multiple people
are dealing with one Twitter account HootSuite
http://hootsuite.com/
TweetFunnel http://www.tweetfunnel.com/
CoTweet http://cotweet.com/
Distribution Of Your Tweets On Your Website
Pulling in your Tweets Twitter Badges (http://twitter.com/badges)
Distribution Of Your Tweets On Your Website
BackType & Custom Solutions Used to bring in Tweets about a specific page on
your website.
Mark Juleen response to Mike Brewer blog (http://mbrewergroup.com)
Distribution Of Your Tweets On Your Website
Streaming Tweets using a hashtag or keyword
Streaming Tweets showing any Tweet with the #AptChat, “mfinsiders”, or #mfi keywords
Distribution Of Your Tweets On Your Website
Twitter Sharing Options Twitter Share Icon
(http://www.tweetmeme.com) Allows readers to share a link to your content to
their network
General Twitter Icon Your website should have an icon directing back to
Twitter to increase visibility and awareness of your Twitter account
Distribution Of Your Tweets To Facebook Fan Page
There are multiple ways to stream information from one source to the next Use Ping.fm (http://www.ping.fm) to pull Tweets
and send them to a Fan Page Use the Facebook App “RSS Graffiti”, which
pulls in RSS feeds. Each Twitter account has an RSS feed which you can use for this purpose.
Use Facebook “Notes” to publish your Tweets Easiest, but least visually appealing
Pulling Content Into Twitter TwitterFeed
(http://www.twitterfeed.com) Have a notice for each new blog posted on
Twitter.
Pulling Content Into Twitter Yahoo Pipes (http://pipes.yahoo.com)
RSS Super-tool Combine RSS feeds Modify titles of RSS feeds Modify descriptions Sort and filter posts
Automatic Twitter Functions & Tools Be careful with tools that automate
certain tasks, as it might be against the Twitter TOS Auto Follow and Remove Timed Tweets Mass Direct Messages Auto Replies based on keyword
Reputation Management These systems can give you email alerts when
a keyword has been used. Set this as your company name (and derivatives) and see what people are saying about you! TweetBeep (http://www.tweetbeep.com/)
Possibly unreliable
TweetScan (http://www.tweetscan.com/) $15/year
Google Alerts (http://www.google.com/alerts)
Reputation Management The State Farm Example
Topics We Will Cover What is LinkedIn? Who uses LinkedIn? Creating your professional brand Building your network Writing recommendations and introducing
colleagues LinkedIn Groups LinkedIn Answers Advertising and Polling on LinkedIn LinkedIn Tools 5 things to avoid online
LinkedIn’s Mission:
To connect the world’s professionals to make them more productive and successful.
What is LinkedIn?
What is LinkedIn?
“Tools like LinkedIn and Twitter are of rapidly increasing importance. But that is all they are – tools. If you don’t have the mindset to build relationships, then you’re not ready for the tools.”
- Keith Ferrazzi, author of “Never Eat Alone”
What is LinkedIn? Your professional brand Your online resume Your online business card Your social Rolodex
LinkedIn Users
Over 60 million professionals Over 200 countries Over 170 industries Execs from every Fortune 500 company
2003 = 1 million new accounts = 477 days
2009 = 1 million new accounts = 12 days
Who uses LinkedIn?
Branding
Use a photo that’s professional and recognizable
Keep connections public so others can see how they are connected to you
Create a vanity URL to increase SEO List specialties you’d like to associate with
your brand Add links to your website and blog, and sync
your Twitter account so your network will have unique insight into you
Creating your professional brand
Creating your professional brand Fill out your account information
Complete your online resume, be as thorough as possible
List non-jobs, like chairing a conference or leading a panel to show color and breadth
Don’t include: Contact information you’re not comfortable
sharing Half-truths or exaggerations Politics or religion
Keep your profile updated regularly
Networking
Building your network Make connections
LinkedIn displays 3 degrees of separation, to expand your potential network
Connect with those you’ve worked with in the past Connect with vendors and customers Only invite those to connect with you that you
know and trust Import connections from various web mail
accounts Find contacts by advanced people search HINT: It’s polite to archive requests rather than
rejecting
Recommendations & Introductions
Writing recommendations and introducing colleagues
A broad range of endorsements demonstrates you can be trusted
Recommend those that you’ve had good experiences with
Introduce colleagues after you gain an understanding of their intentions
Always explain why you need an introduction
Groups
LinkedIn Groups Easy to create Moderation tools Distribution capabilities Email messaging
Answers
LinkedIn Answers 1,000+ questions posted weekly 3,000+ answers submitted weekly 70+ categories available for sponsorship
Advertising and Polling
Advertising and Polling on LinkedIn
Target audiences with ads distributed by: Profession Seniority Industry Company Size Geography Activity
Engage with Polls Easy Ads can be targeted based on response for
paid accounts
5 things to avoid online
5 things to avoid online Don’t leave negative feedback Never lie Don’t be a spammer Don’t gossip Avoid overselling yourself