how to rock your social media engagement
DESCRIPTION
What is the right way to engage your audience on different platforms? How often should you be posting new content? How does the Google+ algorithm work? With interactive case studies, we'll explore how your startup can maximize its exposure on each social media platform you post on. If you want to go deep on Facebook, twitter, LinkedIn, Google+, and Pinterest, this class is for you.TRANSCRIPT
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@eric3000
How ToRock
Social MediaEngagement
Your
@eric3000
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@eric3000
Where You Can Find Today’s Slides
http://www.bit.ly/emetelka
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@eric3000
☐ Name
☐ What you’re working on
☐ Goals for today
Introductions
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@eric3000
I'm Eric Metelka, Manager Manager at G2 Crowd. I am a former
management consultant, Columbia Business School MBA, and
the former Marketing Manager at BestVendor.
@eric3000
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@eric3000
• How to optimize your content for each platform
• How often you should be posting new content
• How to you engage influencers• How do you bootstrap promotion of your
content
Goals for Today
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@eric3000
☐ Introduction – 15 mins
☐ Platforms – 45 mins
☐ Influencer Engagement – 20 mins
☐ Conclusion/Questions – 10 mins
✔
What We’re Going to Cover
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@eric3000
Platforms
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@eric3000
• Helpful• Useful• Timely• Informative• Relevant• Practical• Actionable• Generous
• Credible• Brief• Entertaining• Fun• Occasionally funny
Posts and tweets should have as many of these attributes as possible
Social Media Communication Guidelines
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@eric3000
“Make it simple. Make it memorable. Make it inviting to look at. Make it fun
to read.”
Social Media Communication Guidelines
– Gary Vaynerchuk
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@eric3000
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@eric3000Go Where Your Customers Are
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@eric3000
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@eric3000@eric3000
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@eric3000@eric3000
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@eric3000@eric3000
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@eric3000Why Does Oreo’s Post Perform Well?
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@eric3000Why Does Twix’s Post Perform Well?
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@eric3000
Post for Click-Through
A headline that makes people want to know more
Post for Sharing
A headline with a complete informative thought
Duality of Posting Goals
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@eric3000Is WWE’s Post Optimized for Sharing or Click-through?
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@eric3000
The Most Retweeted Tweet of All Time
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Riding a Trend to Build Audience
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@eric3000Capture Leads with Lead Generation Cards
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@eric3000
How To Set Up Lead Generation
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@eric3000
How to Participate in Tweetchats
• Find a twitter chat to participate in– http://tweetchat.com/
• Set up monitoring for the hashtag
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@eric3000
Tweetchat Do’s & Don’ts
• DO introduce yourself– You may even warn followers you’re about to chat
• DO use the hashtag on your tweets• DON’T use the hashtag of you go off-topic• DO retweet if you like another person’s comments• DO reach out to individual users, but keep it on-
topic • DON’T use the chat to promote your own
product/service• DO act genuinely and help others
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@eric3000
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@eric3000
• Rich content (like Facebook)• A chronological stream (like
Twitter)• …with exceptions
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@eric3000Sample Google+ Stream
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@eric3000
Google+ Auto-Generates Hashtags
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@eric3000Largest pictures of any social network
Pictures Up To 2048 Pixels
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@eric3000
Influencers Organized – Google+ Shared Circles
www.bit.ly/gpluscircles
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@eric3000How Was NASA Able to Grow Its Following on Google+?
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@eric3000
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@eric3000
Reach a network of professionalsSet Up Your Company Profile & Post Updates
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@eric3000Can Ask Followers to Recommend Products
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@eric3000
Groups Have Attractive Audiences
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@eric3000
Be An Influencer – Ask Helpful Questions
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@eric3000
Pinterest is a visual pinboard that allows consumers to discover and share pictures, called pins about products and services that they love and desire, centered on interests, lifestyles and planning.
What Is Pinterest?
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@eric3000Pinterest Was Built to Curate
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@eric3000
What Uses Hashtags
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@eric3000Group Boards Grow Visibility
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“Content is king, but context is God”
– Gary Vaynerchuk
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@eric3000
Multi-Platform
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@eric3000
Blog
Multi-Platform Example: Kate Spade
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@eric3000Embrace Each Platform with Native Content
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@eric3000Keep Design Consistent
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@eric3000Keep Design Consistent
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@eric3000Don’t Just Share Your Own Stuff
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@eric3000
“It’s important to use the platform where you have the most data to drive traffic to the new one”
Leverage Your Communities
– Gary Vaynerchuk
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@eric3000
Influencer Engagement
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• Identify who you want to outreach to– See social media strategy
Make a stalking strategy
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@eric3000
• Identify who you want to outreach to– See social media strategy
• Figure out your “ask”– Guest blog? Feedback? Referral?
Make a stalking strategy
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@eric3000
• Identify who you want to outreach to– See social media strategy
• Figure out your “ask”– Guest blog? Feedback? Referral?
• Find them EVERYWHERE– Use tools like Rapportive or Nimble to find all
social accounts
Make a stalking strategy
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@eric3000
• Identify who you want to outreach to– See social media strategy
• Figure out your “ask”– Guest blog? Feedback? Referral?
• Find them EVERYWHERE– Use tools like Rapportive or Nimble to find all
social accounts
• Engage!
Make a stalking strategy
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@eric3000
Promote Them
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@eric3000
Send Bait
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@eric3000
1. Validate – Compliment genuinely
2. State – Show you understand them
3. React – Ask a question
Validate, State, React
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Validate, State, React
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@eric3000How Would You Engage?
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@eric3000Why Didn’t This Work?
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@eric3000
Conclusion
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@eric3000
Knowing the Right Formula for Each Platform Will Increase Engagement
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@eric3000
Bootstrap Your Distribution with Chats and Groups
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@eric3000
Validate, State, React
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Don’t Just Share Your Own Stuff
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@eric3000
“Success is social media boils down to three things: understanding the nuances of your platform, using a distinct voice,
and driving your business goals”
– Gary Vaynerchuk
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@eric3000
Questions?
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@eric3000
Kissmetrics Blog -http://blog.kissmetrics.com/ SEOMoz blog – http://SEOmoz.org/blog Inbound – http://inbound.org Slideshare - http://www.slideshare.net/ Jab, Jab, Jab, Right Hook – Gary Vaynerchuk
Social Media Reading List
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@eric3000
Email: [email protected]
Twitter: @eric3000
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