how your startup can use social media for real results
TRANSCRIPT
@eric3000
How Your Startup Can Use Social
Media for REAL RESULTS!
@eric3000!
@eric3000
Where You Can Find Today’s Slides!
http://www.bit.ly/emetelka!
@eric3000
Introductions!☐ Name!
☐ What you’re working on!
☐ Goals for today!!!
@eric3000
I'm Eric Metelka, Community Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.!
@eric3000!
@eric3000
My Goals for Today!Ø You are able to target communities of
your audience online!Ø You can optimize your posts for each
platform you share on – helping you cut through the noise!
Ø You understand how to measure social ROI!
@eric3000
What I’m Going to Cover!☐ Introduction – 10 mins!☐ Strategy – 20 mins!☐ Engagement – 30 mins!☐ Measurement – 20 mins!☐ Conclusion/Questions - 10 mins!!
✔
@eric3000
Strategy!
@eric3000
Audience Targeting!
@eric3000
Where Is My Audience?!• Form hypotheses of possible targets -
personas!• Find a micro-community of the target and
engage with them!
@eric3000
Who Follows Your Competitors!
@eric3000
Sort by Authority!
@eric3000
How to Measure Authority!• Number of followers!• Number of retweets!• Klout score!• Kred score!
@eric3000
Double-Sort by Retweets of Others!
@eric3000
Engaging
Listening
Crea-ng Sharing
Curator The brand surfaces and shares the most interes2ng content shared by its audience who appreciates the chance to reach a large audience
Tastemaker The brand creates engaging content that dictates trends to its fans and a
broader audience
Conversa-onalist The brand is great at conversing with its audience which is looking for two-‐way communica2on and customer
service
Explorer The brand is experimen2ng with
ways to interact with its audience by seeing what content creates
engagement
Social Media Brand Personality Matrix!
@eric3000
The Importance of Having a Voice!
@eric3000
Engagement!
@eric3000
Social Media Communication Guidelines!
• Helpful!• Useful!• Timely!• Informative!• Relevant!• Practical!• Actionable!• Generous!
• Credible!• Brief!• Entertaining!• Fun!• Occasionally funny!
Posts and tweets should have as many of these a2ributes as possible
@eric3000
@eric3000 @eric3000!
@eric3000 @eric3000!
@eric3000 @eric3000!
@eric3000
@eric3000
@eric3000
Posting Goals!Post for Click-‐
Through A headline that makes
people want to know more
Post for Sharing A headline with a complete
informa2ve thought
@eric3000
@eric3000
@eric3000
Google+!• Rich content (like Facebook)…!• BUT in chronological order (like twitter)!• Algorithm promotes posts with high
engagement!• 2048 px pictures are beautiful to share!• Auto-generates hashtags!• Easy to share in communities!
@eric3000
@eric3000
Example: Kate Spade!• Facebook!• Twitter!• Tumblr!• Pinterest!• Blog!
LIFESTYLE BRAND!
@eric3000
Embrace Each Platform!
@eric3000
Keep Design Consistent!
@eric3000
Keep Design Consistent!
@eric3000
Don’t Just Share Your Own Stuff!
@eric3000
Measurement!
@eric3000
Customer Sa2sfac2on
Social Content Mobility
Social Media Metrics!
Engagement
Number of followers
Ra2o of posts to comments
Total content reach
Customer sa2sfac2on scores
Content Tone
Customer sen2ment
Share of voice
Shares and retweets
Ra2ng of sites featuring shared assets
Number of links
CTR on shared content
Organic men2ons, replies, and retweets
Week over Week growth in followers
Number of visits via social referral
Share of Conversa2on
Klout score of fans/followers
@eric3000
Audience!
@eric3000
Traffic!
@eric3000
@eric3000
Engagement!
@eric3000
Revenue!
@eric3000
How Much of the Conversation Are You Getting?!
Share of Voice = Your Mentions / (Total Mentions for Competitive Companies)!
@eric3000
@eric3000
@eric3000
Tools
@eric3000
Conclusion!
@eric3000
Target and Add Value to Micro-Communities of Potential Users!
@eric3000
Know and Understand Your Brand Voice!
@eric3000
Pictures, Questions, and Unique Content Engages Users!
@eric3000
Don’t Just Share Your Own Stuff!
@eric3000
Social Media Impact = Share of Voice!
@eric3000
Questions?!
@eric3000
Digital Marketing Reading List!Ø Kissmetrics Blog -http://blog.kissmetrics.com/!Ø Andrew Chen – http://andrewchen.co!Ø Rand Fishkin – http://moz.com/rand!Ø SEOMoz blog – http://SEOmoz.org/blog!Ø Inbound – http://inbound.org!Ø Slideshare - http://www.slideshare.net/!
@eric3000
Email: [email protected]!Twitter: @eric3000!LinkedIn: /in/emetelka!Facebook: /e.metelka!!Download Slides: www.slideshare.net/emetelka/!
Sign up for