2013 social madness best practices

StarmarkBrandingAdvertisingInteractivePRDirectMobileSocialAnalytics

#SOCIAL MADNESS:Social Media Best Practices

sponsored by

1

STARMARK.COM© COPYRIGHT • ALL RIGHTS RESERVED

@starmarkintl#socialmadness

2


Our Backbone:

Company Founded on Integrated Marketing

Interactive, Social & Public Relations

Return On Investment Focused

Top-10 Diversity Owned Company in Florida

Nationwide Recruitment

Recognized Top South Florida CEO

Includes:

Fort Lauderdale (Headquarters)

San Juan, PR

Orlando, FL

Starmark

Peggy NordeenCEO

3


The Landscape

4

© COPYRIGHT • ALL RIGHTS RESERVED

Owned, Earned & Paid Media Models: Defined

Owned Earned Paid

Collateral & Direct Response

Web, Mobile & Tablet Site

Blog & Video Content

Social Media Channels

Email/SMS & Lists

Location Marketing

Custom Apps

Intellectual Property

Public Relations

Word-of-Mouth

Speaking Engagements

Awards, Recognition

Search Engine Optimization

Social Distribution

Customer Support

Buzz/Viral/Mass Opinion

Print Advertising

Advertising Networks

Paid Search

Affiliate

Co-Op & Advertorials

Sponsorships

Specials & Coupons

Outdoor & Trade Shows

Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive ModelingUI/UX Testing • Optimization • Progressive Refinement

Intelligence

5


Social Media: Understanding “Your Social Graph”

6


Determining Your “Social Graph”

TBD SOCIAL

GOOGLE+

YOUTUBE

FACEBOOK

TWITTER

TBD SOCIAL BLOGWEBSITE EMAIL

7


Social Media Channels Defined

8


Here at your “home-base” you will:

• Speak in the voice of your brand.

• Harness your thought leadership.

• Give the deepest content surrounding your positions, knowledge and advice.

• Create this as a “one-stop-shop” for all your social channels.

• Give the ability to subscribe to your email list, blog, newsletters and additional channels.

Your Website & Blog

9


• Remains currently the largest social community

Rules of the social road:

• Listen the most; “LIKE” often; replay with frequency; react only if challenged appropriately; respect all communities.

• The new Facebook news feed is all about rich photography...so be sure to build an appropriate image library for your brand.

• Speak with a positive, approachable tone and manner.

• Facebook also contains a myriad of opportunities such as groups, polls, apps and widgets that allow you to further create and extend your social engagement.

• Use timeline’s robust “Pin to top” and photo features to make an unforgettable visual experience.

• Make sure to integrate your Pinterest account..it’s a great opportunity to recruit new followers.

A Facebook “Page” Provides Analytics

10


• Following competitors within your space can provide time-sensitive insight.

• Following industry leaders can provide insight.

• Retweet content from the leaders that you feel merit redistribution.

• Tweeting with embedded links (showing resource) and #hashtags for search-ability is the best combination to make your content shareable - AKA: “retweetable”

• Easy way to show perceived activity and engagement within your space.

Twitter Channels

11


• Incredibly powerful social channel for networking within your industry.

• Creating and participating actively in “Groups” (not selling) can quickly move your perceived social credibility up.

• Make sure that your Company Page is clean and well defined, employees have consistent photography and corporate “brand speak”.

• Use the “Answers” tab as well to help (not sell) people/businesses within your given expertise and this will create instant brand loyalty.

LinkedIn Provides Analytics

12


• Google+ started as a Facebook haters cult; users wishing Facebook wasn’t what it continues to be instantly culminated here for conversation. This is important to note as you HAVE to message them with different conversational tone and content.

• The rules are the same as other large social channels - follow proper social etiquette.

• Follow your competitors and like-minded associates within the space; “+1” (give kudos) to articles that you think merit your interests; create and communicate smart and inspired content.

• The conversations tend to lean toward a higher educated, technologically savvy and an affluent demographic.

A Google+ Page

13


• Slideshare is a key component in creating “thought leadership” within your space.

• Slideshare is ONE location where PowerPoint presentations, PDF, Keynote and other documentation can be posted for review, embedding and social sharing.

• Creating a grouping of materials within your field of expertise on this channel can skyrocket your credibility and give you materials to link and embed across your social channels.

Slideshare.Net (not counted for Social Madness)

14


• Photographic stills and video are essential to convey your brand.

• Visually documenting your travels, products and events is as important to the fabric of your brand as the story is.

• Having photos that can be distributed and embedded into your content brings higher search engine ranking and key-word association.

• Photos give your user base an “insiders look” at your company and your culture.

Flickr and/or a Social Photo/Video Channel (not counted for Social Madness)

Provides Analytics

15


• Location-based tools allow retailers and points of interest to create a digital landmarks that can be found with GPS-enabled smartphones.

• Make sure that you “own” your company and its locations within these applications.

• This technology allows businesses to adjust the users “consideration set” by presenting deals, offers and messaging within the same proximity space as other competitors.

• For more great information see our presentation here: http://www.slideshare.net/starmarkintl/20-locationbased-sites-you-should-claim-your-venue

Foursquare and/or Location-Based Social Channels (not counted for Social Madness)

Provides Analytics

16


Alternate Social Channels

17


#SocialMadness - Strategies

18


FOLLOWERS

FANS

FRIENDS

#SocialMadness: Strategies

ENGAGE

Introductions& networking

INCENTIVIZE

Contests, coupons & deals

RECRUIT

Ask for support

DISTRIBUTE

Extend your efforts across

channels

COMMUNICATE

Questions, feedback, surveys

& chit-chat

ADVOCATE

Keep community informed & empowered

19


How much and how often should you communicate, externally to people to simply be social and involved in conversation?

• Your blog: 1-2 posts per week

• Twitter: 6-8 tweets per day

• Facebook brand page: post 3-6 short posts per day

• Youtube channel: Check once a day for comments; “LIKE” 1 video per day; “Add to” 1 video to a channel within your channel (typically something from your industry) once a week.

• Google+ brand page: 3-6 short posts per day

• Linkedin: Answer 1-3 questions on LinkedIn per week

• In addition to the suggested, be sure to “LIKE” others’ comments and participate in as many conversations as your schedule will permit.

#SocialMadness: Frequency within your social channels

20


#SocialMadness - Best Practices

21


Social Engagement with your Audience

• Listen!• Start question threads

• Do not judge; simply be a part of the community and intervene only if absolutely necessary

• Evolve! Make sure that your content isn't stuck at a dead end

• Bring in outside authors, bloggers and spotlights

• Be topical

• Have fun

22


• Hashtagging:

Example: “I just picked up some great shoes! #nike”

• Linking/Sourcing:

Example: “I just picked up some great shoes! #nike - http://nikeid.nike.com/nikeid/”

• @Handles:

Example: “I just picked up some great shoes! #nike - http://nikeid.nike.com/nikeid/ @Nike”

Dissecting the perfect “Tweet”

23


• Increase your social activity exponentially during the event

• Remember to recruit participation through alternate channels

• Treat all your social channels like a different friend in a unique space...but be consistent.

• Be enthusiastic, creative, enticing and infectious in your winning messaging!

• Create physical signage and inform your staff to think “Social Madness” throughout the event

• Create "in real life" (IRL) networking functions and follow up with social outreach

• Leverage promoted posts on Facebook...they are allowed.

• Know and live by the rules!

Your “Lucky 7” Takeaways for Social Madness

24


See http://www.slideshare.net/starmarkintl for more education!

Stay Engaged!

Register for eTips & Free Webinars at eTips.starmark.com

Today is the last day to register for Social Media Madness!

25


Thank You.

Diego NaranjoVP, Strategy & Planningemail: [email protected]: @miamiadguy

26

2013 social madness best practices

Technology

social credibility

rights reserved slideshare

rights reserved google

social road

social madness14

social graph6

rights reserveddetermining

rights reservedowned