the 3 habits of highly successful social media
DESCRIPTION
Social media is all the rage in marketing especially as we evolve from advertising to engagement marketing. But how can you use it more effectively? How can you make sure that you are engaging your audience best (and not scaring them off)? Find out the answers to those questions and more in this exciting presentation that was delivered to a packed house at the 2013 FTM&A conference in London, UK. Check out a recording of the presentation from the London event as well as a slide-by-slide walkthrough here: http://blog.limelight.com/2013/02/the-3-habits-of-highly-successful-social-media/TRANSCRIPT
The 3 Habits of Highly Successful Social Media
(and how they make your digital presence awesome)
Before We Can Talk About Social Media…
What’s A Digital Presence & Why Do I Care?
How You Engage With Customers Through Online and Digital Channels
Your Website
Facebook®Email
Mobile Apps
Twitter®
Newsletters
And It’s Content About Your Business You Don’t Publish
Your Digital Presence Affects Your Brand And…
It Can Affect Your Bottom Line!
Your Digital Presence Is How You Communicate Your Story.
Why Is Social Media So Important To Your Digital Presence?
It May Seem Confusing But It’s Not Rocket Science
In Fact, It’s Pretty Simple
Really compelling content
+
Engaging with users through it
=
An Awesome Digital Presence
And What’s The Best Way To Engage?
But Wait!
So What’s The Secret To Great Engagement?
Habit #1: Keep It In Context Habit #2: Use Data to Drive Decisions Habit #3: Be Your Audience
Habit #1: Keep It In Context
The Trap Of Consistency
Context Is About Targeting
Context In the Digital World
These Two Things Are Not the Same
And They Are Definitely Different From This
Facebook Is Not Twitter Is Not LinkedIn
Different methods Facebook accepts long posts, inline images, and video Twitter is like Instant Messaging (but with a lot of people at the
same time) LinkedIn’s audience are business professionals
How to keep content in context Remember the audience of the social network. To whom are you
communicating? What do they want to read or see? Fit the format. Make the content relevant. If you are just re-posting stuff from
your website with links, you are treating social media like just another channel…
Tying Product Into Audience
Habit #2: Use Data To Make Decisions
Measuring Social Effectiveness
Infinigraph
Social Media Dashboards
SocialBro SproutSocial
Pick Your Tool
Critical Metrics
# of likesLength of conversation
Level of engagement with content by time
Performance of Key Influencers
Habit #3: Be Your Audience
Doing It Right: Coca-Cola
On average, at least 1 interaction per post
Interaction is conversational connecting the brand with the audience (multiple likes on the brand comments)
Not So Doing It Right: British Airways
On average, less than 1 comment per 5 or six posts
Comments are customer-service in nature, adding nothing to the conversation (not interactive)
You Can’t Engage If You Are Observing
Get Plugged In!
Doing It Wrong on Twitter: Coca-Cola
Notice the distinct lack of references to anyone
Coca-Cola is just using Twitter to distribute messages
No interaction…anywhere… (no RTs, no mentions, etc.)
Doing It Right On Twitter: McDonald’s
Lots of RTs and mentions Conversations with lots of
different users Direct responses:
“Glad you liked them! RT…”
Bonus Habit!
Habit #4: Engage Specifically
Find Your Influencers
And Get Them To Speak For You
A Final Note…
Social Has To Be Part Of Your “Digital DNA”
And Remember Who That Story Is About
Not “I”. Not “We”. But “You”.
“Our company allows you to…”
“Next, I’m going to… ” “We need to be able to… ” “What if I could show you… ”
“What you’ll be able to do is…”
“Next, you’ll be able to… ” “You need to be able to… ” “What if you could… ” “What you can do is… “
Thank You