sce social media training
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(ROSEMEAD) Friday, Aug. 12, 2011TRANSCRIPT
@ericschwartzman
Social Media Training Southern California Edison
Eric Schwartzman, Consultant
Aug. 12, 2011
@ericschwartzman
Social Media Training at SCE
o Social Media for Serious Business o Introduc@on to Listening o Advanced Facebook for Business o Advanced TwiGer for Business o Advanced LinkedIn Strategies o Wrap Up and Follow Up Resources
I’ll Display Follow Up Resource Links Here 2
@ericschwartzman
Is Social Media a Fad?
hEp://youtu.be/3SuNx0UrnEo 3
@ericschwartzman
AdopOon of B2B Social Media
93% of all B2B marketers are engaged in some form of social media marke@ng.
Social Media Channel AdopOon by B2B Marketers
Linkedin 72%
Facebook 71%
TwiGer 67%
YouTube 48%
Blogging 44%
Online Communi@es 22%
Source: Emerging Trends in B-‐to-‐B Social Media Marke@ng: Insights From the Field 4
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Social Media for Serious Business
• 73 blogs
• 17 bloggers
• 600% jump in leads
• Top quality
Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director
Case Study: hGp://ontherecordpodcast.com/emerson 5
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Why B2B, B2G and B2C Social MarkeOng is Different
Get this INFOGRAPHIC: hGp://www.flickr.com/photos/ericschwartzman/4514443625/ 6
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Brochures
Phone
Paid
Blogs
Earned
Social Networks
Benefits of Social Media
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Print Collateral
Phone
Paid
Blogs
Earned
Social Networks
Benefits of Social Media
Digital Breadcrumbs: Discoverable and Shareable
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ProducOvity Gains of Social Media
Case Study: hGp://ontherecordpodcast.com/chaGer 9
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How Filters Change the MarkeOng Game
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Step 1: Listening for OpportuniOes
RESOURCE: www.google.com/reader 11
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Step 2: Build Embassies
HOW TO: Generate Leads on SlideShare: hGp://ontherecordpodcast.com/slideshare 12
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Step 3: Socialize the Homeland
Homeland
Integrate a blog into the corporate site
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TwiEer
Step 3: Homeland/Embassy Strategy
Homeland Embassy Embassy
Embassy Embassy
Search
Linkedin SlideShare
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Homeland / Embassy Strategy
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Control vs. Credibility
Contextual AdverOsing
Press Conference Video
Top post nearly three months old
Popular Social Networks
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Step 3: Integrate Social Media into Work Flows
New Business Presenta@on, Speech or Event
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Step 3: Integrate Social Media into Work Flows
New Business Presenta@on, Speech or Event
MP3 Podcast
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Step 3: Integrate Social Media into Work Flows
New Business Presenta@on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
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@ericschwartzman
Step 3: Integrate Social Media into Work Flows
New Business Presenta@on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
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@ericschwartzman
Step 3: Integrate Social Media into Work Flows
New Business Presenta@on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
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@ericschwartzman
Step 3: Integrate Social Media into Work Flows
New Business Presenta@on, Speech or Event
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
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Step 4: Measure the Results
HOW TO: Google Analy@cs Overview -‐ www.ontherecordpodcast.com/analy@cs 23
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Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par@cipa@on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke@ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social MarkeOng AcOvaOon
AcOvity Tool
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@ericschwartzman
Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par@cipa@on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke@ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social MarkeOng AcOvaOon
AcOvity Tool
25
@ericschwartzman
Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par@cipa@on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke@ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social MarkeOng AcOvaOon
AcOvity Tool
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@ericschwartzman
Step 1 • Social Media Monitoring • Social Media Mapping
Step 2 • Social Media Par@cipa@on • Social Media Engagement
Step 3 • Social Media Management • Social Media Marke@ng
Step 4 • Measure and Evaluate the Results
Steps 1-‐4: Framework for Social MarkeOng AcOvaOon
AcOvity Tool
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PSNH Case Study: Process Detail
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Process Overview
Organiza@onal Communica@ons
Online Newsroom TwiGer YouTube & Flickr
News Media Customers Customer Service
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Media is Filtered for Us
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We Edit Social Media Ourselves
“It’s not informa6on overload, it’s filter failure.”
Clay Shirky, author, Here Comes Everybody
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Keyword Filtering Basics
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Researching ConversaOons
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EXERCISE: Google Related Searches
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EXERCISE: Google Insights
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Tracking Regional Interests
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ValidaOng Regional Interests with Search
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Different Keywords for Different Channels
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Discovering Keywords with Wordles
RESOURCE: www.wordle.net
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Open Tag -‐ < > Close Tag -‐ </ >
Monitoring with RSS
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Live Demo: Using Google Reader
RESOURCE: www.google.com/reader 41
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Demo: Social Media Monitoring Dashboard
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Demo: Search a Keyword in Google News
Locate the RSS Icon at the BoEom of the Google News Search Results
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Demo: Add the RSS Feed URL to Google Reader
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Live Demo: Add RSS feed to Google Reader
Clicking “Add a subscripOon” buEon opens field to insert URL of RSS Feed
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Demo: Add RSS feed to Google Reader
Google News Feed Loaded in Google Reader
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Demo: Monitor Blogs with RSS
Back to Google News more Blogs
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Demo: Convert Blog Search Results to RSS
Click the RSS opOon to subscribe to these search results in Google Reader
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Demo: Convert Blog Search Results to RSS
Copy the URL of the web page on which the RSS feed is displayed
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Demo: Enter RSS feed in Google Reader
Paste the Blog Search Results URL into the “Add a subscripOon” pop-‐up field
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Demo: News and Blog RSS Feeds in Google Reader
Google Blog Feed Loaded in Google Reader
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Demo: Subscribe to a Wikipedia ArOcle
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Demo: Wikipedia RSS feed in Google Reader
Edits to the Wikipedia arOcle appear in real Ome
Edits by Anonymous Users
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Demo: Monitoring Online Forums in Google Reader
Show Tools link in Menu Bar Opens RSS OpOon
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Demo: Monitoring Online Forums in Google Reader
Forums RSS Feed Loaded in Google Reader
Click “Manage subscripOons” link to put feeds into folders
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Demo: Managing SubscripOons in Google Reader
Select “Add to folder” “Cheonan”
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Demo: Managing SubscripOons in Google Reader
Select “Add to folder” “New folder”
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Demo: Cheonan Folder Added to Google Reader
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Demo: Sharing from Reader to Facebook & TwiEer
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Demo: Sharing from Reader to Facebook & TwiEer
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Email NoOficaOons
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The Big Opportunity: Real Time Analysis
hGp://www.youtube.com/watch?v=InrOvEE2v38 62
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Case Study: Social Media Dashboard Findings
Cairo Speech “Obama” Peak “Freedom” Peak
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SEO 101
+ =
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Just Eat It. Please?
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72 Market Street, Venice Beach, CA
CLOSED
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Don’t Get Her Mad
If you make kick ass chili, I’ll eat it.
But I won’t.
No chance!
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Where’s the Recipe?
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Let’s Get Serious
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Who’s Angus?
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This is a Test
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Social Networking
Image by: Luc Legay
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Social Networking is Global
Source: TNS Digital Life Study, Oct. 10, 2010 73
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Searching Open Status Updates
RESOURCE: hEp://www.youropenbook.org 74
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Business Case for Corporate Facebook UOlizaOon
Source: Facebook Presenta@on “Working Together to Build Social News” 75
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Facebook MarkeOng OpOons
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Facebook Pages
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Facebook Pages
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Facebook Page MarkeOng Resources
@ericschwartzman
Causes are more Engaging than Pitches
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Most Liked Posts Include these Words
Source: Strategies for Effec@ve Facebook Wall Posts 81
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Most Commented Posts Include these Words
Source: Strategies for Effec@ve Facebook Wall Posts 82
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Avoid PromoOonal Keywords
Source: Strategies for Effec@ve Facebook Wall Posts 83
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Facebook “Like” BuEons
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Facebook Case Study: Greenpeace AEacks Nestle
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Facebook Case Study: Greenpeace AEacks Nestle
@ericschwartzman
Facebook Case Study: Deepwater Horizon
Dealing with High-‐Levels of Feedback
@ericschwartzman
Deepwater Horizon Online Crisis Comms Briefing
PODCAST: hEp://ontherecordpodcast.com/oil-‐spill
@ericschwartzman
Facebook MarkeOng Master Guide
Click on any of the above to download the Podcast 89
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Intro to Micro Blogging
Source: Current TV
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TwiEer Empowers Individuals
TwitPic of Missing Girl
Trending Topic Selected
ReTweet Volume Over Time
Trending Topics Daily
Trending Keywords
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Here’s Proof
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“ 's smallness allowed more posts to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the conversa@on moved faster and very onen went further on TwiGer than it did on standard blogs,"
TwiEer is Really Easy
Excerpted from TwiGerville by Shel Israel 93
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TwiEer is Real Time Search
finds what’s already happened
finds what’s happening now
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Secure Tweet Sejngs
Safer Transmission
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TwiEer is Public Record
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TwiEer Demo
@ericschwartzman
Popular TwiEer Apps: Bit.ly Link Shortener
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Measuring Inbounds Visits from TwiEer
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HOW TO: Search TwiEer
Geography
RESOURCE: hGp://www.search.twiGer.com
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Official TwiEer Account
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Fake TwiEer Account
@ericschwartzman
News Coverage
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Gauging Influence
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Social Networking: Linkedin
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Social Networking: Linkedin Groups
@ericschwartzman
How to Sync your TwiEer and Linkedin Accounts
@ericschwartzman
Linkedin Signal
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Linkedin Groups
@ericschwartzman
What’s Next? Mobile, Mobile, Mobile
HOW TO: Op@mize for Mobile Search: ontherecordpodcast.com/mobile 110
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Facebook Connect/Open Graph
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Facebook Connect/ Open Graph
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Facebook Connect / Open Graph
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The Challenge: Overcoming Digital Illiteracy
Social Media Training: hGp://www.socialmediabootcamp.com 114
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Download the Decks
hGp://www.ericschwartzman.com/pr/schwartzman/training-‐course-‐[email protected] 115
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Put You Commute to Work
RESOURCE: hEp://ontherecordpodcast.com
@ericschwartzman
Follow Up Resource: Social MarkeOng Book
Eric Schwartzman
DOWNLOAD THE DECK
Available: Amazon :: Barnes & Noble Borders :: iPad :: Kindle
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K.I.T.
(310) 463-‐4026 Phone
my-‐calendar Calendar
eric[at]ericschwartzman[dot]com Email
ericschwartzman.com Website
ontherecordpodcast.com Podcast
spinfluencer.com Blog
@ericschwartzman TwiGer
facebook.com/ericschwartzman Facebook
linkedin.com/in/schwartzman Linkedin
youtube.com/spinfluencer YouTube
slideshare.net/ericschwartzman Slideshare
Copyright applies to this document – some rights reserved. This work is licensed under a Creative Commons. Attribution-non commercial-share alike 3.0 license. http://creativecommons.org/licenses/by-nc-sa/3.0
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