Utilizing ROP Content on Your Social Media Platforms

Transcription

1 Utilizing ROP Content on Your Social Media Platforms IMA Summit July 30,

2 Jamy Smith Group Publisher, Naylor, LLC Jamy leads the HR & Professional Services Publishing Division for Naylor, LLC. In this role he is responsible for all Online, Print, and TV Association Advertising Projects, Association Partnership Management, Sales and Marketing Strategy development, and overall division profitability. Jamy is based at the Naylor corporate office in Gainesville, FL. Kelly Donovan Team Leader, Online Marketing, Naylor, LLC Kelly establishes online marketing strategy including , SEO, search engine and social media marketing for all of Naylor's digital products. She also monitors and interprets Web traffic to assist sales team with promotion of online advertising opportunities. Kelly is based in Atlanta. July 30,

3 Using social media with ROP How do you currently use social media for business? What are your challenges with using social media? How can you use ROP to promote your organization or industry? How can you sustain interest in your social media pages with the help of ROP? July 30,

4 Why Use Social Media? Facebook has 618m daily active users. Average age on Facebook is up from 38 in 2010 to 41 in B connections between local businesses and users. 645 million weekly business Page views 13m comments weekly on business Pages Twitter has 200m active users 400m tweets sent per day Avg. Twitter user spends 170 minutes per month on site LinkedIn has 200 million users Avg. LinkedIn user spends 17 minutes per month on site 2.7m LinkedIn business pages 1.5 million groups LinkedIn recently acquired Pulse Source: ExpandedRamblings.com July 30,

5 Why Use Social Media? Facebook is the second most-visited site in North America 42% of companies have acquired a customer via Twitter LinkedIn is the 14 th most-visited site in the world and the 11 th most-visited site in the U.S. Sources: HubSpot and Alexa.com July 30,

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7 Digital edition archives July 30,

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9 Other Resources July 30,

10 The Big Picture How to effectively use social media for business: 1. Know Your Audience 2. Promote Your Social Media Presence 3. Continuously Use Social Media 4. Monitor Conversations About Your Brand and Competitors 5. Respond to Customer Questions and Feedback July 30,

11 Know Your Audience Who is your target market? Are they using social media? What is the general sentiment of comments about your company? What are the trending topics within your industry? Who are the major influencers? What do your customers need? July 30,

12 Facebook Using Facebook to build relationships: 1. Build a Facebook Page for your company if you don t already have one. 2. Link to in addition to your website(s). 3. Invite your colleagues and customers to like and engage with your Page. 4. Search for influencers and big companies within the industry. These could be people you have heard of offline, or people you have found through other social networks like Twitter or LinkedIn. July 30,

13 Encourage clients and colleagues to Like your page. Others read what you re about by clicking here. Posts by you appear here. Posts by others appear on the right Others can write recommendations about your products and services. July 30,

14 Set Up Your Profile: Twitter 1. Don t use numbers, if possible 2. Include keywords in your bio 3. Add a website 4. Set your profile picture to a headshot of you OR your company's logo. The default "egg" avatar screams, "I don't use Twitter" or "I don't know HOW to use Twitter. 5. Add a background photo, but make sure it s not so busy that you can t read your bio. July 30,

15 6. Search for hashtags ("#") people are using to unite conversations about similar topics. Hashtags are the pound sign added in front of any word or phrase. Hashtags are used: To signal that a tweet is about something in particular. #studyabroad To participate in Twitter conversations between more than two people. #assnchat To unite people tweeting at an event. #NAFA2013 To make jokes: Twitter July 30,

16 Twitter Build Your Reach and Search Engine Visibility: 1. Make sure your tweets are public. 2. Tweet in a way that others will want to retweet and interact with you. Do not tweet "Please RT." Good content earns retweets without asking. 3. Leave room in your tweets for others to retweet: at least 10 characters. July 30,

17 Twitter Searching for connections on Twitter: 1. Find clients by searching for them within Twitter or (often easier) going to their website and finding their link to their Twitter account (usually on their home page). 2. Within their profile, see who follows them by clicking on "Followers." See if any of those people are existing or potential customers. 3. See who they follow by clicking on "Following." These might be members, industry influencers, and vendors. 4. Search for influencers within the industry. Repeat steps 2 and 3 for these accounts. 5. Search for terms common to the industry in the upper search box. Twitter will show you tweets having to do with that term and people who have incorporated that term into their profiles and tweets. July 30,

18 Twitter More ideas for participating in online conversations: Follow customers Tweet new offerings and discounts Tweet IMA s digital publications (with permission) Respond with landing pages/website links Include #hashtags Retweet thought leaders tweets Ask questions: show curiosity Congratulate other industry leaders Tweet trending industry articles; add your own commentary Position your products as a solution to a problem July 30,

19 LinkedIn Much more professional than Facebook or Twitter Must register and curate pages as an individual Set up your profile the way you would set up your resume. July 30,

20 LinkedIn July 30,

21 LinkedIn Find group demographic info and activity under Group Statistics: July 30,

22 LinkedIn View the chart of comments and discussion trends to see what days saw a high level of activity. Then go back to the discussion page to see what topics generated that activity. July 30,

23 LinkedIn If you are already a group member, find group statistics under More: July 30,

24 Find your industry s LinkedIn Groups July 30,

25 LinkedIn Keep conversations going! Welcome new group members. Like others contributions and comments. July 30,

26 The Big Picture Kelly Donovan Online marketing specialist Naylor, LLC (800) ext Direct: (770) Find Naylor on Facebook, Twitter or LinkedIn Subscribe Today! Association Adviser enews How to effectively use social media for business: 1. Know Your Audience 2. Promote Your Social Media Presence 3. Continuously Use Social Media 4. Monitor Conversations About Your Brand and Competitors 5. Respond to Customer Questions and Feedback July 30,

27 Sources/Further Reading HubSpot's "How to Attract Customers With Twitter and Vine" ebook (Must fill out short form before downloading, but no $ cost.) This 61-page ebook may be longer than other resources but it's packed iwth tips about how to set up your profile, interact with others, and measure your social media efforts in ways that maximize your Twitter activity. 4 Ways to Use Storytelling for B2B Social Media: This post is especially relevant to sales using Twitter to gain advertisers. 7 Ways B2B Tech Companies Can Use Twitter For Lead Generation: Consider automating some of your tweets, so you appear active even when you don't have time to be active on Twitter. Automation also allows you to spread out a lot of great content you have collected at once instead of blowing up your followers' feeds. How to Join Conversations About Your Brand, by Jason Duty, Dell Corporation How to Boost Engagement on Your LinkedIn Company Page (How to update your LinkedIn status so others will pay attention.) 9 Ways to Become a Better Community Manager (This article focuses on managing a page, but the same principles apply if you are using Facebook individually for professional reasons.) Ten Reasons Businesses Should Be on LinkedIn Facebook Marketing: Twitter 101: Twellow: a people-finding service on Twitter: July 30,