digital east 2011 - linkedin & twitter marketing strategy

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advertising | social media | brand intel | shenanigans

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Social media strategist Rachael King's presentation at Digital East 2011 (#DEast11) on advanced LinkedIn and Twitter marketing strategies for brands and companies. This goes beyond "how to use a hashtag" - it delves into some serious strategy, and teaches you how to stand out from the crowd. Twitter: @rachaelgk Site: http://rachaelgking.com Company: http://iostudio.com

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Page 1: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

advertising | social media | brand intel | shenanigans

Page 2: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Who Are You?

Currently teaching the 54 states and territories of the National Guard to use social media as a marketing and recruitment tool

Hand-picked as one of MTV’s top 20 contestants to be the first Twitter Jockey (MTV TJ)

Worked with the Nature Conservancy to turn Cyber Monday into Green Gift Monday, a nationally acclaimed campaign picked up by Mashable

Speaker on social media marketing, blogging strategy, and personal branding

Rachael King

Social Media and Digital Marketing Manager at iostudio

President of Social Media Club – DC Chapter (@SMCDC)

Gen Y Blogger; Twitter @rachaelgk

Page 3: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

iostudio…

…the biggest little agency no one’s ever heard of.

(cue “Secret Agent Man” music)

• Advertising agency with digital, branding and design teams

• Offices in Washington, DC & Nashville, TN (HQ)

• Agency in-house resources:

Brand campaign development Online advertising Website development Social media management Photography and video production Custom publications Contact/call center - (chats, comments, calls and

emails)

Page 4: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

My Twitter Handle: @rachaelgk

Hashtag: #DEast11

Tweeting FTW!

Page 5: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

{ LinkedIn Marketing }

It’s MySpace with ties.

Page 6: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Just like LinkedIn for a person shouldn’t be a copy of your resume, LinkedIn for

a business shouldn’t be a copy of your website. Show

the human side of your company – this is still a

social site, albeit a professional one!

Page 7: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

LinkedIn Marketing

Why?

• Great niche alternative to the cluster of Facebook and Twitter

• More professional

• People expect to be contacted out of (less the the blue (less spammy – if

done right)

• Good way to showcase cool campaigns/projects you’ve done in a professional AND social capacity

• Not right for everyone – choose your platforms carefully

• Download the Company Profile Guide from LinkedIn.com

Page 8: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Building It

• High quality picture/logo

• Consistent branding

• PROOFREAD!!!

• Claim all your employees

• Flesh it out (all three sections)

• Get input from different people and departments

• Consistent language and voice with your website and other social media sites (but don’t copy and paste)

• You are painting the picture of “what it’s like [to work] here”

Page 9: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

The Four Sections1. Overview

This is the hub of your company page and everyone’s first impression of your brand on LinkedIn. It should be a rich snapshot of your company – logo and mission, broad overview of services provided, your network, and status updates.

Page 10: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

The Four Sections

2. Products & Services

This is where you have the opportunity to showcase the value you can provide to clients, glowing recommendations, and fantastic campaigns or projects you’ve worked on.

This is also where you’ll engage with prospective clients/customers, which is a big advantage over a traditional press kit or website – since LinkedIn is a social network, it inspires people to ask questions and start a conversation about what they see.

Page 11: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

The Four Sections

3. Careers

People can actually APPLY via LinkedIn now, so you should definitely be putting all job listings on your page.

• Tell your corporate story• Describe company culture,

mission and values• Outline potential career

paths• List awards, statistics or

milestones• Provide detailed information

on locations

Page 12: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

The Four Sections

4. Analytics

These are what I like to call “super cool”. People who aren’t admins of your page can see all sorts of demographics about the employees who work there.

Admins of a page will see breakdown analytics similar to those of Facebook.

Page 13: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Outreach: Personalize It!!

Both on the personal and business level, LinkedIn is a superb outreach tool.

• Upgrade account to send InMail

• Personalize every bit of outreach (NO form emails or friend requests!)

• Find great groups, and comment on and create discussions

• Establish your company as an industry leader

• Get in touch with potential business partners, organizations, or hires

Be transparent, but not desperate Be sure to offer value Drink a lot of coffee

Page 14: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Optimize It: Keywords Are Our Friends

Sure, we know we should be using SEO and keywords in everything we do online – especially to increase inbound marketing. But HOW?

1. Google AdWord’s Keyword Tool

2. US Dept. of Labor’s Occupational Outlook Handbook

3. Search related companies and “borrow”

4. Your website copy

5. Use your brain

6. Narrow down to your top 10. Weave strategically throughout your profile (don’t sound repetitive, but make sure to get them into multiple sections)

Page 15: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Grow It

Who cares if you build it if no one’s there so see it?

1. Embed a button on your website and add a tab to your Facebook page (How To)

2. List your company LinkedIn URL on all outbound marketing and communications

3. Add it to business cards and email signatures

4. Direct potential hires to your LinkedIn page for more information

5. Cross-promote with your other social media sites, via email campaign, or advertise on LinkedIn (target, just like Facebook)

Page 16: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Getting Fancy

What will set you apart from the rest?

1. Creative, attention-grabbing copy

2. Post consistent (and quality) content

3. Integrate your tweets (#li) - http://learn.linkedin.com/twitter

4. Customize your website links (use “other”, then name it)

5. Downloadable PDF of press kit, company services, etc. (Either with a link, or use box.net)

6. Be active in relevant/popular industry groups (or create one)!

7. Get some bangin’ testimonials on there

Page 17: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

{ Twitter Marketing }

Page 18: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Twitter is not a place for the boring. Another stale, vanilla company sending out links to their latest work won’t make any noise. The best

marketing strategy you can employ on the Tweet?

BE INTERESTING.

Page 19: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Okay, Fine… But HOW to Be Interesting? • Don’t share anything without adding value to it

• Posting often isn’t enough – you can’t just make noise. Offer insight, opinions, humor

• Keep it media rich. If content is king, pictures + video are the crown

• Show the person (people) behind the tweets, a la Andre of PEPCO

• Build a tribe, like LivingSocial

• Don’t just answer questions – inspire conversation. (This

should be more than a customer service tool)

• Throw events and find other ways to take the online, offline. Nothing a computer can do takes the place of face-to-face connections

Page 20: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

• Be HUMAN. Have a personality – a big one! (Why? Read this.)

• Choose your Community Manager carefully, and take their advice seriously

• Relinquish control, or you’ll kill any chances to capitalize on real-time events

• 80/20 rule

• Branch out

• Be in tune with the web (memes, etc.)

• Keep it local

• Build QUALITY followers, not quantity

• Follow back (real people, not spammers)

Building a Kickass Community

Page 21: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Seriously Effective Strategies

• Throw spaghetti at the wall, see what sticks!

• Try crazy things. Lots of them – you never know what will hit home with people

• Get the big guy (CEO, Founder, etc.) on there

• Announce specials, promotions, discounts

• Live tweet events for more exposure and to establish yourself in the industry/community

• Have a brand presence in industry Twitter chats

• Monitor conversation about your brand and look for opportunities, a la Morton’s

• KISS, with everything you do. Simpler = easier to share

Page 22: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Silly Strategies

• Buy a promoted tweet

Just kidding! If you’re willing to blow $200,000 on a single tweet, I can’t help you.

Page 23: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Contests: Doing It Right Vs. Wrong

Pros

• Ability to go viral

• Increase brand awareness

• Spin-offs to create ROI

• No limitations

• Increase Follower count

Cons

• Picking winners

• Tracking (set up ahead of time)

• Prizes – don’t give away an iPad!

• They can be spamilicious, which annoys people (give incentive for creativity as well as sharing)

Page 24: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Damage Control

How do you handle it when something goes wrong?

• 24/7 surveillance, if not full community management (immediate awareness is your first line of defense)

• Never capitalize on tragedy or disasters (it’s always “too soon”)

• Can it be controlled or taken offline?

• A quick, and genuine apology (none of this Reed Hastings crap)

• Let your audience see you make it right

• These days, HOW you handle the crisis is more important

than the crisis itself – and can even end up being a win. (

Red Cross)

Page 25: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Great Tools You’re Probably Already Using

• Tweetdeck/Hootsuite/Seesmic (duh)

• CoTweet or Hootsuite Pro if multiple admins

• Bit.ly (tracking links)

• Advanced Twitter search

• Formulists (organizing followers by demographics/keywords, and finding new people to follow)

And now, on to the ones you might not be…

Page 26: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Buffer - Free

You enter your tweets, it automatically schedules them during your peak response times (coming soon for Facebook pages as well). [link]

Page 27: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

TwentyFeet – Free and Paid Versions

An aggregate dashboard of all your social media sites and analytics. One of the best for freeware. [link]

Page 28: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

SnapBird – Free

A way to search for certain words or hashtags tweets older than 10 days. Doesn’t always work perfectly, but it’s free, and it’s saved me more than once whenI needed to find a particular tweetbut couldn’t for the life of me remember who sent it. [link]

Page 29: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

twtrland – Free

This generates an analysis of your Twitter profile. It wouldn’t be worth noting, except that it breaks down your tweets by type, which is pretty cool to see (and important if you’re a business trying to hit a certain ratio). [link]

Page 30: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

CrowdBooster – Free and Paid Versions

An engagement dashboard with some serious (and seriously fun) analytics built in, including your most influential followers, and the times of day that are best for you to tweet (you can schedule tweets from the dashboard as well). [link]

Page 31: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Awe.Sm – Paid

Paid, but it’s cheap, and very powerful. I’m a huge fan of this tool for small businesses, entrepreneurs – anyone who doesn’t want to shell out for the mega-tools. [link]

Page 32: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Hashtag Tracking

1. RowFeeder

Generally accepted as the best. One term and 500 posts a month are free; plans go up from there. [link]

2. HashTracking

Fairly impressive reporting for freeware. Goes back 1k tweets. [link]

3. TweetReach

The free version only goes back 50 tweets, but you can get a full report for $20. The visuals it creates are pretty cool. [link]

Page 34: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Getting Fancy

What will set you apart from the rest?

1. Creative, attention-grabbing bio

2. Post consistent (and quality) content

3. Promote others’ work – and mean it

4. Make an (awesome) custom Twitter background

5. Tracking that gives you advanced insight to adjust your strategy

6. Create a kickass Twitter chat and have a solid brand presence at other popular chats

7. Have a big, fat personality

Page 35: Digital East 2011 - LinkedIn & Twitter Marketing Strategy

Rachael King

Email: [email protected]

Twitter: @rachaelgk

LinkedIn: /in/rachaelgking

Website: iostudio.com

Personal site: rachaelgking.com

Questions?