www.imillerpr.com

Social Media For BusinessOctober 29, 2014

Presented by: Ilissa Miller, CEO, iMiller Public Relations www.imillerpr.com

Social Media 101OVERVIEW What social sites should your company consider and why? use and how?

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1. Twitter• Why/What is it good for?:

• Company Pages• Group Discussions• Individual Pages• Press Releases• Company news• Partner/customer/vendor news • Industry articles and trends

2. LinkedIn• Why/What is it good for?

• Press Releases• Articles• Blogs• General News / Trends• Engagement with Peers, Prospects, Business Partners• Relationship building

Social Media 101OVERVIEW Continued

What social sites should your company consider and why? use and how?

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3. Facebook• Why/What is it good for?:

• Relationships• Company Pages• Events• Group Participation

4. YouTube & SlideShare• Why/What is it good for?:

• Videos• Presentations• Monitoring Trends

Social Media 101TAKE INVENTORY

•What social sites does your company use and how?•Who is the point person? •How does your company manage social media?•Where are there opportunities to grow or improve your presence?

EXAMPLES:

• Twitter: Increase followers, increase post frequency, diversify the type of posts (industry news, company news etc.), Increase engagement (retweets/reply etc.)

• Linkedin: Increase frequency of updates, increase followers, engage in conversations

• Facebook: Revive activity (could be postings similar to LI), increase ‘likes’, join events, groups and conversations

• YouTube / SlideShare: add presentations, videos, track leads

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Social Media 101WHERE ARE YOUR STRENGTHS? AND WEAKNESSES?

How would you rate your company’s use of social media?•How is it Managed (centrally? Adhoc?)•Who sets the agenda?Set goals – what do you want to achieve?•Improve customer engagement•Increase customer experience•Increase thought leadership•Identify new trends and opportunities•Understand your competition

• Operational EfficiencyHow are you going to measure success?• Increase number of followers• Quantify followers to target quality• Drive traffic to the website• Increase social media mentions • Share conversations• Influence the market

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Maximizing Twitter for Business

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Twitter Activity

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Tools: TweetDeck View

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COLUMN 4 - Followers

This will give you visibility into new followers

TweetDeck Recommendations cont’d

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COLUMN 1 – User: @YOUR COMPANY

This column will show all of Your Company’s activity within Twitter

COLUMN 2 - @Mentions

This column will show all mentions of @YOUR COMPANY (anytime someone tags @YOUR COMPANY in a post, it will show here). This will give you visibility into those who are talking about Your Company

COLUMN 3 - Search “YOUR COMPANY”

This column will show you all mentions of Your Company when the mention does not include the @tag.

TweetDeck Recommendations cont’d

Analyst/Media:

This list would include a target list of Media/Analyst. This will be useful in identifying opportunities to engage and establish a relationship with media/analysts.

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COLUMN 5 – COLUMN 6 - COLUMN 7 -

COLUMN 5/6/7 – Lists

‘Friends of Your Company’:

This list would be inclusive of those who you are willing to promote/share/engage with in support of that relationship. Including but limited to:

o Customerso Partnerso Vendorso Employees

Competitors:

This list would include all of Your Company’s competitors and would be used for monitoring purposes only.

Additional columns for consideration:

Search:•Search for near ‘city’ to identify people in your target markets•Use ? To search for tweets with questions•Use “key words” to search for an exact phrase (must use quotes)•Use OR to find tweets that have any of the words in your query (examples: network or Hosting or dark fiber or Ireland or colocation)•Search for Hashtags (the #symbol) to track keywords / events

Lists:•Prospects•Thought Leaders•Influencers•Associations

TweetDeck Recommendations cont’d

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Twitter Best Practices• Limit use to no more than 2 #hashtags per Tweet• Use #’s only on Tweets relevant to the topic• Location of # can be anywhere in the Tweet• Recommended limit 120 Characters, leaving room for RT• Note: Links will always take up 22 characters• Be aware of the time of day and day of week when you post

For Press Releases & Media AlertsPress Release/Media Alert | Title (include #s and @s as necessary) LINK

For BlogsBlog | Title (include #s and @s as necessary) LINK

Articles on Other SitesIn The News | Title (include #s and @s as necessary) LINK

EventsWhen is the event, where is the event, include #hashtag of the event, Email to schedule

meetings or name of event, description of service, email to schedule meeting (include # and @) – shout out to sponsors, attendees, supporters, speakers, etc.

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Recommended Twitter Tools

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FollowerWonk: www.followerwonk.com

•Search Twitter bios/profiles for keywords, location etc.•Analyze your followers•Analyze your competitors (see who they are following, who is following them)•Follower activity: Determine most active hours for followers to identify when you should be scheduling posts.

Twitonomy: www.twitonomy.com

•Visibility into who is following you that you are not following back•Profile Analysis: Top influencers, top tweets•Identify users most retweeted/replied to/mentioned etc.

LinkedIn For Business

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LinkedIn - BusinessMost Important: Ensure your company profile is complete / updated

Here’s what you should always include:•About your company•Specialties (products, services)•Website•Industry•Type of Company (public/private)•HQ Location•Company Size•Year Founded

Additional Items:•Enhance with Images•Use URL’s / Links to refer people•Leverage and consider sponsor updates / boosting posts, etc. •Turn-on Analytics – identify links and posts that attract impressions, clicks, interactions

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LinkedIn - Business• Bolster your profile with information such as articles, blogs – be sure to

keep content regularly updated and current • Prepare a weekly or monthly social media editorial calendar• Include event calendar, company announcements, product launches

etc.

• Ensure your employees are linked to your company profile• Communicate with employees via email/chatter

• Coordinate groups and subsequent participation across the company• Identify key target areas of influence

• Identify key target prospect related groups• Identify hot topics of discussion• Leverage Linkedin Pulse:

https://www.linkedin.com/today/channels?trk=tod3-top-nav-filter• Identify geographically relevant areas

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LinkedIn - Personal• Ensure your personal profile(s) are complete

• Professional Photo• Detailed view of past jobs (present tense verbs and description for current role,

past tense for all others)• Focus on relevant roles in the last 10-15 years of your career (If it spans that long)

• Limit personal information as it relates to your profession (don’t over do it) • Promote your LinkedIn profile• Import contacts to LinkedIn and connect (build your network)• Engage with connections via LinkedIn Groups

• Search for relevant groups• See what groups your key customers are in• Search for groups your competitors are in

• Get Recommendations• Bolster your expertise

• Integrate your Blog Feed into LinkedIn• RSS Feeds via the BlogLink application in your profile

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Facebook For Business

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Facebook - BusinessCreate or update an existing company profile page!

Key Sections:•About•Mission•Company Overview•Description•Awards•Products•Website

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How to Interact with your page:•Invite people to LIKE - Encourage Likes (news items get pushed to newsfeeds)•Add relevant news and information (see your content calendar / similar to LinkedIn posts•Add photos, videos•Interact with people on the page – start conversations•Boost key news items (image-based)•Ensure you have an image / photo•Set your settings right!

YouTube / SlideShare For Business

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YouTubeCreate or Update your YouTube page

•About your company•Update logo / header image •Add new videos •Add social media

SlideShareCreate or Update your SlideShare page

•About Your Company•Update logo / header image •Add new presentations (PDF)•Track leads / responses / downloads•Review weekly stats and track growth and reach

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SOURCE: http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media-infograph#1

Reporting/Tracking Social Media For Business

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MeasurementEstablish a baseline

Page LikesAs of TODAY

Page LikesAs of November 2014

Page LikesAs of December 2014

No. of FollowersAs of TODAY

No. of FollowersAs of November 2014

No. of FollowersAs of December 2014

FollowersAs of TODAY

FollowingAs of TODAY

FollowersAs of Nov

2014

FollowingAs of Nov

2014

FollowersAs of December

2014

FollowingAs of December

2014

xxxxx xxxx

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Social Media 301• Look backward – then forward

• What challenges do you have / expect?• How do you measure the results? Are you able to?• How do you manage and grow your social presence?• How do you monitor activities across the board?• Review past data to identify trends, how far have you come? How far do you

want to go?• Does your company use Social Media and are there ways to improve the flow of

communications?• Are you conversing on discussion / groups boards in a relevant way?• What are your next set of goals?

• Increase presence• Increase frequency of content publication• Integrate social into other marketing activities and objectives• More robust social monitoring• Better integration between social marketing and the rest of the organization• Mobile social media presence?

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What does a Social Media EditCal Look Like?OutlineMonday – Set the stage for the week. Promotions, teasers, polls, retweet relevant news

Tuesday – Look for trends / hot news items, product / location specific tweets, retweet partners

Wednesday – General Retweet / Update Tweets about what is happening at the company

Thursday– Trendy Thursday – share tweets about key trends happening in the industry from earlier in the week

Friday– ‘Follow Friday’ Thank new followers Example- Thanks for following @xyz, be sure to like us on FB too! <link>

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Workflow

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Actions You Can Do Today!

Create ListsCreate segmented lists in Twitter: customers, analysts, media, prospects, competitors etc. and identify their twitter names

Hashtags / Keywords

Identify hashtags / keywords for approved usage and create consistency across your communications

LinkedIn GroupsIdentify target groups (Associations, Conferences, Keywords, Areas of Interest, Products, Services, etc.)

Best Practices Create best practices guide for employees

Editorial Calendar Create social media outline for week/month

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SOURCE: http://www.fastcompany.com/3036184/how-to-be-a-success-at-everything/the-best-and-worst-times-to-post-on-social-media-infograph#1

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