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A very informative and resource laden presentation that shows social media managers and worker bees many of the keys to successful content and community management.
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Twitter!For Businesses Marcus Nelson Director of Social Media
@marcusnelson #smss
O hai.
Marcus Nelson Director of Social Media
@marcusnelson #smss
Today’s Agenda
Twitter is big
The basics
Tool talk
Marketing your services
Establish contacts
Best use cases
Why do people share content?
Build your following
Q&A
@marcusnelson #smss
Twitter is big
@marcusnelson #smss
User growth 2007-2010
@marcusnelson #smss
Tweets per month
@marcusnelson #smss
The basics
@marcusnelson #smss
Social Media Team
Social Media Strategist • Responsible for the overall program, including
ROI
Community Manager • Customer facing role trusted by customers
Product Marketing, Comms • Produce content and
messaging
PM, Development, QA • Builds and maintains social
apps, website, and CRM system integration
Web Analytic, SEM, SEO • Assist with listening platforms,
advertising, and search
Source: http://altimetergroup.com
@marcusnelson #smss
Organizational models
Organic Centralized Hub-and-Spoke Multiple Hubs
Source: http://altimetergroup.com
@marcusnelson #smss
Social Media Policy Provides Clear Rules
What’s In Bounds What’s Out of Bounds Who to Escalate Things To
http://salesforce.com/socialmediapolicy
What’s In Bounds What’s Out of Bounds Who to Escalate Things To
@marcusnelson #smss
Training Employees
Support
Products
Sales
Marketing
Strategy, Policy, Best Practices
@marcusnelson #smss
Definition of terms
Tweet = a message of 140 characters or less
Retweet = the reposting of a tweet, passing it along
@username = how you address or reference someone
#hashtag = used to track topics or conversations
/via or /by = source or author of content referenced
OH = overheard #ff = follow friday
@marcusnelson #smss
Crafting the tweet — content post
[title of article] http://link.com /via @source #hashtag
Pro tip: leave around 20 characters for others to leave a comment in retweet
@marcusnelson #smss
Crafting the tweet — retweeted post
RT @username: [title of article] http://link.com /via @source #hashtag « [insert comment]
Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!)
@marcusnelson #smss
Crafting the tweet — sending a message
@username [body of message] #hashtag
Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all,
start message with a word or a ‘.’
@marcusnelson #smss
Crafting the tweet — sending a direct message
D username [body of message]
Pro tip: You cannot direct (private) message someone who is not following you. Remember also, “@” not required.
D audiencemember It’s a private message silly. You can’t see this yet.
@marcusnelson #smss
Social media audit
Support Products Sales Marketing
Where Are Your Strengths?"
Where Can You Improve?"
Source: http://altimetergroup.com
@marcusnelson #smss
Tool talk
@marcusnelson #smss
Engagement
@marcusnelson #smss
Tools to Manage Your Channels
Schedule Posts Moderate Conversations
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Measurement
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Other tools
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@marcusnelson #smss
7,500
10,000
5,000
2,500
Views Per Day 7,500+
Videos have been very successful
@marcusnelson #smss
7,500 video views a day =
a) average video view is 3 minutes b) average hyper-efficient rep pitches 8 hours a day, no breaks Assumptions
Hyper-efficient Reps 46
It’s like automating a sales team
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Social media dashboard
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Marketing your services
@marcusnelson #smss
Add value
Do your homework – what does your audience enjoy?
Create content that caters to those interests: – Content can be blog posts, videos, infographics, contests – Make it captivating, instructive, humorous, or inspirational
Experiment, find your voice -- measure results
Search relevant keywords or competitor terms – Ask permission before engaging people – Don’t assume your interruption is welcome
@marcusnelson #smss
of all tweets sent were invitations for product information, or responses from peers or brand representatives.
source: http://live.psu.edu/story/41446
@marcusnelson #smss
visited a site after learning about a product
via social media.
source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter
@marcusnelson #smss
of twitter users introduced to a brand were compelled to search for additional information.
source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter
@marcusnelson #smss
Establish contacts
@marcusnelson #smss
Finding people like you
Use Twitter’s suggested users
Follow popular/relevant #hashtags
Who do your friends follow?
Linkedin lists twitter handles
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Best use cases
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Develop and promote your brand
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Customer Support
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Provoke thought / humor
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Be known as a thought leader
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Help with access to information
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Engage followers with a question
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Why do people share content?
@marcusnelson #smss
motivations for sharing
reinforces shared views & deepens social bonds.
need to proselytize or create a desire to connect.
emotional, positive, interesting, anger-inducing, or sad stories are more likely to be shared.
calm themselves or reduce uncertainty.
to bolster their own sense of self.
source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
@marcusnelson #smss
broadcasting is self-focused
self-presentation motives, identity signaling, or affiliation goals play a stronger role in shaping what people share with larger audiences.
source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
@marcusnelson #smss
Build your following
@marcusnelson #smss
Have steady and consistent content
Content doesn’t have to be directly about your product – Become a resource for information about your respective space – Don’t be afraid to go “off brand”
– Content should appeal your follower’s humor, emotion, or intellect. If not, they won’t RT no matter how much you post
Set up searches for content to RT or learn from
Schedule tweets for optimal engagement/exposure
@marcusnelson #smss
Example - grasshopper
Grasshopper.com launches videos that speak directly to entrepreneurs – connects with the geek crowd who socialize videos to 2 million viewers.
534,125 views 1,101,526 views
@marcusnelson #smss
Example - salesforce
@marcusnelson #smss
Example - kissmetrics
@marcusnelson #smss
Example — kissmetrics blog
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Example — kissmetrics infographic
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Example — kissmetrics infographic
@marcusnelson #smss
Example — kissmetrics infographic
@marcusnelson #smss
Example — kissmetrics infographic
@marcusnelson #smss
Example — kissmetrics infographic
@marcusnelson #smss
Be a person, not a machine
Follow back everyone who follows you
Engage your audience
Ask questions or opinions
RT your followers and/or reply as often as possible
DON’T send auto-direct messages
Be kind, stay positive and say #thankyou… a lot!
@marcusnelson #smss
Q & A
@marcusnelson #smss
@marcusnelson #thankyou
