ucsc silicon valley - social media 101 (self-study slides)
DESCRIPTION
This is a set of slides for students of an Advanced Social Media Marketing course I taught at UCSC Silicon Valley. The slides contain content not covered in class as too basic for an advanced class (but requested by some students as refresher or to fill gaps). They are intended for self-study. The deck provides basic guidance on how to use Twitter, LinkedIn and other social channels, what marketing options exist and how B2C and B2B social differ.TRANSCRIPT
Cnfidential MarketingXLerator ! !
Advanced Social Media Marke0ng Natascha Thomson Self-‐Study Slides
Cnfidential MarketingXLerator 2
Source: Our Digital Coach.
Cnfidential MarketingXLerator 3
Cnfidential MarketingXLerator
59% of Twi8er users have visited B2B tech brand sites,
compared to 40% for the average Internet popula0on.
Source: Compete and Twi@er
4
Cnfidential MarketingXLerator
Twi@er OpBmizaBon
5
n Twi@er Account n Memorable user name n Bio n Profile & background pictures n URL n LocaBon
n Know your Hashtags Advanced: n Use Mobile App n Sign up for Bit.ly’s n Install Bufferapp.com n Hootsuite et al
Cnfidential MarketingXLerator
Example: EMC Guidelines for Twi@er Accounts
6
Source: Twi@er 101 for EMC Corp
Cnfidential MarketingXLerator
Twi@er AbbreviaBon DicBonary
• MT = Modified tweet. • RT = Retweet. • DM = Direct message (accounts have to follow each other). • CC = Carbon-‐copy. Works the same way as email. • IMHO = In my humble opinion. • LOL = Laugh out Loud; ROFL = Roll On The Floor Laughing. • TY = Thank you. • ^NT = IniBals added to a Tweet to indicate a personal addiBon
7
Cnfidential MarketingXLerator
What Makes a Good Tweet?
3 Tips for a Good Tweet 1. Listen before you Tweet 2. Add your own insights vs. just (re)tweet 3. Be a personality not a company (P2P) 3 Tips to Increase your Following 1. Follow influencers & other interesting people 2. Tweet during relevant events using the hashtag 3. Include influencers or other relevant handles in your Tweets (even ask
for RTs)
Cnfidential MarketingXLerator
How to Judge “A Good Tweet”
Metrics: Reach – Followers - Influence – Engagement
Qualitative • It’s audience appropriate • Good content = not a product pitch • Leaves room for Retweeting • Influences (your audience) • Is a well-defined piece in your overall social media
strategy • Is Retweeted by your influencers (not just friends)
Quantitative • Tweet is Retweeted and/or commented on • Creates a high amount of impressions; premise:
influencers have many followers • Click-throughs to promoted content, e.g. via Bit.ly’s • Growth in number of followers • Increase in Klout score
Cnfidential MarketingXLerator
TacBcs
• #Hashtags, Trends • TweetChats • Contests • Promoted Accounts • Promoted Tweets • Twi@er Cards
Cnfidential MarketingXLerator
LinkedIn Tips
12
Op0mize Your Profile § Professional picture § Complete profile § Upload/link to content § RecommendaBons § Build good connecBons
Cnfidential MarketingXLerator 13
List your Btle/experience in a meaningful way.
Many people will form their first impression of you from reading your LinkedIn profile. Example Profile:
Cnfidential MarketingXLerator 14
Provide a brief overview of your skills & accomplishments.
The way you write the summary tells people a lot about how you view &
present yourself.
Cnfidential MarketingXLerator 15
Ask past & present clients and colleagues for recommendaBons.
Write recommendaBons for others.
Cnfidential MarketingXLerator 16
Post status updates to demonstrate your thought leadership & experBse.
Ideally daily.
Cnfidential MarketingXLerator
Join Relevant LI Groups : Answer & Ask QuesBons
17
Cnfidential MarketingXLerator 18
Cnfidential MarketingXLerator 19
Cnfidential MarketingXLerator
LinkedIn SegmentaBon
20
Cnfidential MarketingXLerator 21
Cnfidential MarketingXLerator 22
Cnfidential MarketingXLerator
LinkedIn TacBcs
§ Status Updates (Profile/Company Page) § Company Page § Join/Engage in/ Run a Group § Write LI Blog § AdverBsing § Leverage Ad tool for segmentaBon § Comment
23
Cnfidential MarketingXLerator 24
Cnfidential MarketingXLerator
Tips • Requires a content strategy that focuses on pictures, stories,
videos etc. • Challenge is to turn “Likes” into more • Overall more popular for B2C vs. B2B • Constant changes • You have to pay to reach your fans • Brands say it works well if you pay
25
Cnfidential MarketingXLerator
FB MarkeBng & Ads
26
Cnfidential MarketingXLerator 27
1
2
34
Cnfidential MarketingXLerator
Blog
28
Cross-‐market your blog via: § Twi@er, LinkedIn, G+, FB, Pinterest etc. § Email § Newsle@ers § Syndica0on
§ Add a call to ac0on to each blog, e.g. “download this white paper”; “URL to another blog on the topic”, “Register here”, “Subscribe”.
§ Blog regularly § Use the right keywords in the right places/SEO § Create good links back to your blog:
§ Comment on other people’s blogs § Link to other blogs in your blog (own or external) § Include your blog URL in your email signature & social profiles
Related: 21 TacBcs to increase blog traffic
Cnfidential MarketingXLerator 29
Blog Content: • Blog about your area
of experBse & passion.
• Tell a story – don’t pitch products.
• Fill informaBon gaps for your audience.
• Engage through downloads, of videos & other relevant content.
Cnfidential MarketingXLerator
• Google AdWords Keywords Tool
30
Cnfidential MarketingXLerator
Google Plus
31
Cnfidential MarketingXLerator 32
Cnfidential MarketingXLerator 33
h@p://www.slideshare.net/NataschaThomson/pinterest-‐is-‐your-‐business-‐ready
Cnfidential MarketingXLerator
Source: MarkeBngXLerator LinkedIn blog.
Cnfidential MarketingXLerator
MarkeBngXLerator.com Natascha Thomson
@NaThomson
+1 (925) 519-‐8111
Copyright MarkeBngXLerator All Rights Reserved