Post on 28-Nov-2014
description
Social Media Basics for Startups
Agenda
• Definition• Popular Channels• Communication and Etiquette• Questions
What is Social Media?• The online tools and technologies
used to create dialogue and foster the transfer of information.
• Any connected technology or practice which people use to share opinions, thoughts, content, ideas experiences, perspectives and media.
Social media levels the playing field. It has never been easier to be in touch with your customers or target market than it is today.
Who is using social media?• Facebook and YouTube combined
account for over 1.7B estimated unique monthly visitors.
• Of the top 10 most visited domains on the web, 8 of them are social.
• Americans spend an average of 37 minutes daily on social media, a higher time-spend than any other major internet activity, including email.
What is the value of Social Media?
• Interactions increase in the reach of our endeavors.
• Friends of friends• Increases our credibility and qualifies
our trustworthiness. • People ask experts and expect
responses • Gives our content more shareability
and amplifies our signal. • Interaction is immediate and
reliable
Build an audience and you build trust
• 72% of consumers trust online reviews as much as personal recommendations.
• 78% of consumers say that the posts made by companies on social media influence their purchases.
What do the channels mean?
What’s in a bio?• According to The New York Times, the
Twitter bio is a “postmodern art form” • Identify what makes you unique• Be consistent with your formatting• Spelling and grammar• Explain why you’re important and why
someone should follow you• No call-to-action
BrandingAvatar
• Use your real photo or logo• 400x400 with a max of 700kb
Cover Image• Should speak to your band• Doesn’t need to be extravagant
Background• Stay within your branding• Tile or create a custom page
• Listen to your customers• Use tools to discover and follow potential
customers and conversations• https://twitter.com/search-advanced• http://followerwonk.com/• http://hashtagify.me/• http://topsy.com/• http://www.socialmention.com/
Engage in the conversation• Always respond to @ mentions• Say “thank you”• Some users will respond, others may retweet or
favorite your post to show their own audience.• Twitter is based on exchange
Set up alerts or use social media software• Google Alerts• Hootsuite, Sproutsocial, etc.
Twitter• @ replies: Appear in your feed and the person you’ve
mentioned• Direct Messages: Private messages between two accounts who
are following each other• RT: “Retweet” reposting a tweet from another user and
mentioning them for credit• MT: A modified retweet, still mentioning the original user but
changing the original content• HT: “Hat Tip” giving credit to another user for a contribution or
realization• #FF: Follow Friday, endorsement of another user and
suggesting people follow them
Types of accounts on Facebook• Facebook Page: Pages are for
organizations, public figures, businesses, and brands to connect with people in an official, public manner.
• Profile/User Account: A Facebook profile is intended to represent an individual person to connect with their friends and share information about their interests.
FacebookFacebook BrandingSecure a vanity URL
Facebook Wall• Central location for recent information
posted by your brand. • Up-to-date content timeline• Highlight and showcase your most
important posts
CommunicationThere are 3 ways to communicate on Facebook:
• Posting• Replies or “@” Replies• Private Messages
Communication
All actions that you take while using Facebook as your Page will appear on Facebook as coming from your Page.
Communication
Communication“@” Replies
CommunicationPrivate Messages
Linkedin• Over 259 Million active users• Average of 2 new Linkedin Users every
second• 40% of Linkedin users check in daily• 8,000 new groups are created weekly• Mashable has the most engaged
company following
Linkedin• You must have a personal LinkedIn profile set up with your
true first and last name.• Your profile strength must be listed as Intermediate or All
Star.• You must have several connections on your profile.• You're a current company employee and your position is
listed in the Experience section on your profile.• You have a company email address (e.g.
john@companyname.com) added and confirmed on your LinkedIn account.
• Your company's email domain is unique to the company.• A domain cannot be used more than once to create a
Company Page.
Linkedin• Fill Out All Information• Search engine keywords and phrases
are important for Linkedin Search• Cover image size: 646 x 220 pixels• Standard logo size: 100 x 60 pixels• Employees are your best ambassadors• Add Linkedin buttons to your
homepage
Linkedin• Use best practices:
• 16-25 Words foster the most engagement• Question marks lower engagement up to 45%• Exclamation points raise interactions, sometimes
as much as 27%• Target your posts appropriately
• Industry and/or location• Leverage “Showcase Pages” for your key
services and solutions
YouTube• More than 1 billion unique users visit
YouTube each month• The most viewed video, PSY's
"Gangnam Style," has over 600M views• Average YouTube Visitor visitor spends
15 minutes on the site• According to Nielsen, YouTube reaches
more US adults ages 18-34 than any cable network
YouTube• Remember that YouTube and Google+
are now linked• Your Google+ avatar will be your
YouTube avatar as well
YouTube• Build Channel art from the middle out
YouTube• When possible, embed your YouTube
content on your homepage
YouTube• YouTube content remains effective from
much longer than other channels• Be consistent and reliable in your content
delivery• The best-performing brands publish high
volumes of content on a regular schedule• Focus on a broad range of content• YouTube is the 2nd largest search engine
Instagram• 150 Million Monthly Active Users• 16 Billion Photos Shared in total• 1.2 Billion Likes and 55 Million Photos
shared every day• The most followed branded account is
National Geographic @natgeo, with over 3.7 Million followers, adding close to 300k each month
Instagram• Understand your audience• Be consistent and be aesthetically
pleasing• Engage, comment and follow back• Leverage hashtags• Post Regularly and share elsewhere
when appropriate• Tag, tag, tag
Instagram• Aim for 37 “interactions” per 1K
followers• Mayfair averages 23.044 interactions• Inkwell averages 16.407 interactions• Showcase the people and the
excitement behind your brand
EtiquetteHow to reply to:• Comments vs. Questions• Opinions and Criticisms• Insults
EtiquetteComments vs. Questions
• The core tenant of social media is replying to the questions people ask.
• Not all comments are questions, nor do they need a response.
• If a post contains a question, reach out and offer your help or find someone who can help.
EtiquetteOpinions and Criticisms
• People are entitled to their opinions and criticisms
• Is this an opinion or criticism or an insult?
• Identify opinions and criticisms and respond appropriately
Etiquette
Insults• What goes in life, goes in Social Media.• If someone insults or mocks you, don’t
start an argument: just ignore them.• Insults may be “hidden” from the wall.
Voice• You are a representative of the
company across all social networks.• If you wouldn’t say it to your investors,
don’t say it online.• Check, double check and triple check
where you are posting.• Be yourself, be personal and be
courteous.
Questions and Recap
How to Maximize Your Impact on Social Media
How do you pursue success?Identify your audience• Metrics on keywords, profiles and
competitors • Discover where these conversations
are taking place• Leverage toolsets and competitors’
channels
How do you pursue success?Prioritize Your Social Networks
• Choose one or two networks to prioritize based on your research
• Create a Facebook and Twitter account
• Great content is always king
How do you pursue success?Create Value for Your Followers• Teaser videos, downloadable PDFs
and other digital content can be shared before launch
• Anticipate questions and craft beautiful responses
• Cater to early adopters
Best Practice
“Convey the Industry’s message, not your business’.” -Branden Hampton
Overall Best Practices• Review and optimize every quarter• Evaluate competitors channels
• Learn from both their failures and successes
• Delete URLs where possible to be clean and concise
• Highlight your strongest and most important updates
Overall Best PracticesEditorial Calendar• Focuses your messaging across all
channels• Leverage tools like Google Apps that
are collaborative and accessible
Overall Best Practices
Above all else: Ask for advice!
Overall Best PracticesFacebookObjectives• Provide relevant and accessible
company updates• Learn what content your audience most
cares about
Overall Best PracticesFacebook• Be aware of changing guidelines• Add an address so users can check in• Complete all descriptions for
Facebook’s Graph Search• Leverage Facebook’s post targeting to
reach dedicated audiences
Overall Best PracticesFacebook• Be personal, posts that are conversational or
clever perform 120% above average engagement
• Prompts for conversation or a question receive 70% above average engagement
Overall Best PracticesFacebook• Photos receive +50% likes than non-photo
posts.• Links with thumbnails received +65% likes &
+50% comments
Overall Best Practices
Overall Best PracticesFacebook• All ads exists within Campaigns
Overall Best Practices
Overall Best Practices
Overall Best Practices
Overall Best Practices
Overall Best PracticesFacebook• Photos receive +50% likes than non-photo
posts.• Links with thumbnails received +65% likes &
+50% comments
Overall Best PracticesTwitter@ Mentions: only the sender, the person mentioned and anyone who follows them both will see it.
Overall Best PracticesTwitter• Schedule your updates or use a
service like Buffer App• Posts just before or just after the hour
do best• Shorten URLs and use hashtags only
when speaking to a specific audience or conversation
Overall Best PracticesTwitter• Track the impact of your tweets
• http://www.twitalyzer.com/• http://tweetreach.com/• http://klout.com/home
Overall Best PracticesTwitter• Use a URL tracking app like bit.ly to
measure clicks• Leverage Google Analytics tags
Overall Best PracticesTwitter• Follow or Favorite posts from those
sharing your content• Timely Responses to customer
feedback are key• Listen more and talk less
Overall Best PracticesYouTube• Youtube is a tool, not a destination• Tell your story and tell it well• Be the face of your brand
Overall Best PracticesYouTube• Build in annotations and links at key
points in the video
Questions and Recap