May 19, 2009Robin Frank @robeen @greenrobeen

Coffee Twalk: 4Integrated Social Media -

Putting it all Together

Today

• Overview - general tips and thoughts• Elements

– Social Bookmarking: Digg, Delicious, StumbleUpon

– Twitter -– Facebook - How to use Fan Pages and

Advertising.– Linkedin - How to optimize profile and groups.

• Buttons for email signatures, web pages, and blogs - drive people to your social media sites.

General Tips/Thoughts

Social Networking More Popular than Email

• Turning Point– 66% of internet users have used social

networks, but only 65% have used email. (Nielsen Online 2009)

• 57% of US adults have a profile on a social net site.

Social Networking at it’s Finest Nov 2008

A Few Thoughts

• Social Media is a Toolset not a Checklist• As they say..

– It’s not what you know, it’s who you know• Control spectrum

– Blog-Facebook-Twitter• Automate as much as possible

– Increase exposure not workload• You don’t need to respond to everything

– Blog, tweet, wall post, etc.– Make people feel loved and listened to in a larger

way without it being a direct one-to-one dialogue

Combo: Quant and Qual Metrics• Quant:

– Standard metrics - traditional - uniques, impressions, page views, clicks, etc.

• Qual:– What are people saying, how are they responding

and how much they saying to you.– Replies on Twitter, wall posts on Facebook,

messages via email and other platforms.• Social Media Metrics

– number of followers, fans, members.– i.e., What are you doing that leads to more likes on

FB, more wall posts on FB, more RT on Twitter, more FF on Twitter. See what that means for measuring your success.

Return on Engagement• Is your social media personality working?

– Track incoming traffic from links– Number of people subscribed to RSS feeds– Number of people in social media groups, fan

pages, etc– Trackbacks or linkbacks to posts– Retweets– Conversation tracking tools like Twitter Search,

Scoutlabs, Trackur, etc.– Comments on blog posts – Increased sales and general inquiries

Tips: Integrating Soc Media into your online strategy

• Blog– Utilize RSS tools to subscribe to multiple posts and

automatically update FB and LI profiles with your blog posts.

• Extend your brand: increase exposure and reach– Priority is to deliver qualified traffic to your multiple

areas of your website, generate exposure for your brand, leverage yourself.

• Join and lead the conversations.– You can’t personally talk to everyone but you can

use these tools to simulate 1on1 conversations.• Increase your SEO rankings by using keywords in soc

media, building presence online.

Simplify Your Social Media Routine• Use simple tools

– Twitter Desktop: Tweetdeck, Seismic, etc.– Twitter Apps: Tbuzz (article), Twitpic, Snaptweet

(Flickr), YouTube “Share to Twitter”– Link/automate updates - Twitter, Linkedin, Facebook– Digsby - email, IM, soc nets – Ping.fm - T, FB, LI, blog– Mobile apps

• Focus on sending high impact messages• Figure out which social media give you the most

value. • Let go of the need to read everything. Learn to scan.• Form close relationships with people who give you

the most value, not everyone.

Do’s and Don’ts of Sharing

• Be transparent, authentic, and human• Have a consistent avatar and bio across social

platforms• Don’t be a social schizo

– Keep the same personality across networks– Short list what you WILL talk about

• Leave a legacy– What you share today becomes part of your brand

tomorrow

• Social climbing not the best approach - don’t JUST follow the popular peeps

• Your brand is not one-size-fits-all– How do people experience what you are selling– Be available to your public - to interact

Critical Comments

• See it as an opportunity to connect with new people and make a positive impression.

• The checklist:– Reply quickly– Be respectful– Show you hear what they are saying– Be thankful you can respond/defend

yourself– Invite further feedback

Toolbars and Social Bookmarking

Delicious - Bookmarking

Digg - Social Content Sharing Bring New Site Visitors

As a content developer you have 2 chances to impress - the headline and the content, users generally more negative (SU gives just website), more diversity in algorithm, users don’t spend a lot of time surfing - read or post and are gone.

Way more addictive/interactive, provides traffic that is more consistent, more likely to click links and will return more often,

broader and more diverse audience.

StumbleUpon - Community Surfing Bring New Site Visitors

The Big Three

Every Word Online = Opportunity for Branding and Promotion

• Twitter/Facebook - the cocktail conversation/dinner party– Intersection between social and professional lives– Valuable business tools AND stay in touch– Keep it professional but a bit more playful

• Facebook– Better for maintaining relationships with friends and

family.• Twitter

– Better for creating new relationships - then move them to LI or FB.

• Linkedin - the business meeting– Interactive resume and rolodex– Keep it professional

Twitter: Deep Dive

REI - Updates and Promos

Sephora - Brand Personality

TJ Maxx - Conversations

Twitter Stats

• Projected to have 100m users by Feb 2010

• Unique visitors: – Feb 08: 475K

– Feb 09: 7million (Nielsen online)

• 3m and 42% of audience is 35-49 (Feb 09)

• Will be monetized this year - expect search and/or ads.

Twitter - Build Audience

• Build Followers/Audience– Email list– Special interest: Top 300 moms on twitter, PowerMoms, communities– Directories - list, follow key users

» Wefollow, Twellow, Twitority– Use keywords in your tweets

» to get picked up by people who are interested in your topic. – Other apps:

» TwitterHawk - connect with consumers by location and keyword» TwitterLocal - find active voices by location

Twitter - Content Strategy

• Promotions• New Arrivals• Customer Service• Conversations• Concerts• Daily Tip Series• Contests/Community: Link with YouTube and Flickr• Polls: ask people that really resonate with your brand why they like your service• Does it have WOM quality - remarkable enough to be repeated to friends?

Twitter for (Local) Businesses• Track your sales, promotions, coupons• Twitter is not Facebook

– Real-time communication (if they don’t check for an hour might miss your deal)

– Re-cycle tweets

• Create a conversation– Don’t blast promotions non-stop, intersperse them

with news, stories, industry, fun

• Sell last-minute inventory– Pump up business during lulls, discount last-minute

unsold goods

Managing Groups on Twitter

Look for Special Groups and Communities that Span Social Nets

Adweek: Power Moms• Highly influential demographic: control 85% spending

• 60 percent of moms feel that marketers are ignoring their needs

Twitter Moms

R.A.M.B.O. Alerts• “Reach A Mom Blogger Online” = 15,500 = $99• Newswire style alerts allow advertisers, marketers, publishers and journalists to reach

out to our community in a spam-free way, offering up opportunities to mom bloggers

Walmart.com - Eleven Moms

• Listen and learn first - made friends, heard from critics, interacted• Many communities exist that focus on saving money which is core to our brand promise. We felt we could best participate in the conversation by helping to foster the growth of people and forums in this

space.• How do we support and build upon existing money saving communities?

Made contacts in Twitter, leveraging Facebook profiles, viewing related YouTube videos• Reached out to eleven Mom bloggers to participate in building a connected money saving community.• Continued to grow the community by launching a YouTube brand channel with the sole focus of saving money - partnered with Flip to put cameras in the hands of moms so they could create content.

Eleven Moms Community

General Walmart on Twitter

What Not to Do

Facebook vs. Linkedin

Depends on Your Target

• Small and microbusinesses– See how many potential customers are on

each site• B2B/Technology field - Linkedin• Small businesses that serve consumers -

Facebook• If you are on FB, get on Twitter

– Link the accounts– Zero increase in workload, double the

exposure.

Facebook• More than 200 million active users• More than 100 million users log on to Facebook at least once each day• More than two-thirds of Facebook users are outside of college• The fastest growing demographic is those 35 years old and older• The 6th most trafficked site in the US• Over 1800 apps have been built on the platform• Users spend an average of 20 minutes on the site daily.

Facebook has grown from 100m to 200m users in less than 8 months.

If it were a country, it would be bigger than Brazil

*Mashable.com

Facebook Fan Pages

Successful Fan Pages

• Push traffic there from website and other avenues.

• Create a resource• Contests/Polls that include participation• Post special promos, new arrivals, event

– Remember it is not JUST about selling.

• Track it all.

Dell Does it Right

Essential Facebook Apps for Brands

Notes

Blog RSS Feed Reader

Twitter App

Static FBML

• Customizable box with FBML and HTML

• Free reign to add: interactive/clickable links, anchor text, video, whatever you want.

Extended Info

• Name the box anything you want

• Use HTML to customize content

Video and Flash

Something Unique

Widgets

Facebook Ads

Facebook• Ads - target by age, gender, location and more

– Very cost effective for the amount of targeting– High level of accuracy - esp interests– For now is demographics and interests. Will move to mining posts for even more precise targeting– Create ad users will click AND engage with

Facebook - Targeting Platform

LinkedinGroups

Linkedin

• Q1 09 most successful• 36 million users in over 200 countries

– a new user joining every second.

– 46% mgmt or exec/VP and above.

• Path to profitability– Upgraded Accounts: Business, Business Plus and

Pro Accounts - features including lists of who has searched for you and your company.

– Hiring services

– Advertising comparable to the Wall Street Journal Demographic.

Linkedin Groups• Similar to Facebook pages• Search for relevant groups based on keywords

– professional interest, alumni, professional, etc.– Invitation and approval: can pre-approve

• Admins can email the entire group– Reach members even if they don’t login to Linkedin

• Learn, contribute, build relationships and credibility– Answer questions that relate to your expertise– Ask questions and start discussions to find out what

prospects care about and to become more visible– Link blog posts to your group on LI– Import RSS to news area, can do multiple feeds

Linkedin Profiles• Buff up your account• Upgrade your account - send inmails• Join groups

– Post to discussions - get yourself known• Event listings• Drive traffic

– Links to blogs, websites, articles, books, etc• Update your status - engage your network - goes to

email• Connect - paid, intro, or outside Linkedin• Job posting and job search• Send out a monthly “tip sheet” in your area just for

your contacts.

Linkedin Advertising

Signatures

Hyplet

Wisestamp.com

Widgetbox

Mashable.com

Thank you!

Robin Frank

@robeen@greenrobeen

Robeenf@gmail.com

Time-saving apps

• Tbuzz - reading an article on Twitter tweet it.

• Links• Desktops

FriendFeed

• Extremely popular– Submit your social net accounts and it will

stream them into one feed that people can subscribe to or that you can push out to Facebook and other networks.

– Create your own FriendFeed widget, which you can embed on social networks, your blog or website.

– People will get a better sense of everything you ﾕ re doing using FriendFeed and it will save you time from re-creating the same content.

• Twitter, Blogs, LinkedIn, Facebook Top Growing Social Media Marketing

• How twitter will change blogs in 09

Groundswell Award Winners

Mattel• Mattel's The Playground Community by Communispace• A private community of 500 moms• Paid off when Mattel had a series of product recalls of popular toy brands in Fall 2007. • Group as a sounding board for advice on how to handle this crisis. Result: despite recalls, Q4 2007 sales up 6%.

Young & Free Alberta by Common Wealth Credit Union

• Campaign to generate more young customers

• Contest to find a young spokesperson - then used a blog, YouTube, and Facebook to connect with others

• Result: 2 million impressions, 2,300 new accounts, and $4 million Canadian in new deposits.

Hershey’s Bliss House Party• A campaign to introduce a new line of little chocolates.

• Pitch: sign up for a party, get bags of the chocolates, share the product, do a party blog or upload photos or videos.

• Result: They energized 10,000 parties, reached 129,000 people, and say their campaign was seen by 7 million people.

Nerd Network by National Instruments• Highly active community of 110,000 people who use National Instruments’ LabView software.

• Community members answer 46% of all support questions. Forum also includes areas to generate new product ideas, a champions program for LabView experts, and even an area for mentoring high school students.

MyStarbucksIdea.com• Thousands and thousands of participants.

• 75,000 ideas suggested. Some of the suggestions have changed the way the Starbucks company does business – including new products and service ideas already implemented by Starbucks.

Intuit• Transformed the way it does business based on social technologies. Intuit puts social deeply into every one of its products. • Quickbooks forum - gets 3 million page views a year. 90% of visitors get their questions answered. • TurboTax live community - which is built right into the front screen of TurboTax – the product connects you with the community on the home screen. This cut support costs for

TurboTax by 40%. TurboTax has assembled a panel of 17,000 people into its “Inner Circle” – internal product teams often run product ideas by this panel and get instant feedback. • “Just Start” contest for Entrepreneurs - who could submit videos and compete for startup money for their ventures. They received 2,500 contest entries and through this program

distributed 300,000 sample CDs for the QuickBooks product to qualified prospects.

TurboTax Inner Circle

Borderless Workplace - Accenture• With thousands of consultants

• 100,000 of its 180,000 employees use its "People" Facebook-like app, 60,000 every month. The application logged 3,450 questions from these staffers and 4,157 responses in the last quarter.

• There are 577 pages in its knowledge-sharing wiki. • Over 100 clients using the company's extranet pages to keep up on projects and status.

Brooklyn Museum• ArtShare Facebook App - 2,000 people identified and shared the bits of art in the museum that they liked best.

• Click Exhibition - community curated exhibit – 3K people chose art pieces to display, based on a total of 400K votes.

• Museum Posse - the collection online, community tags with identifying terms, see art similar to ones you like, specific topics.