TATHK social media bootcamp: March 17-18, 2015

Engaging Your Customers in Unconventional Wayswww.tuvel.com | 301.545.0843

S O C I A L M E D I A B O O T C A M P

March 17 – 18, 2015Chicago & Toronto

12

O V E R V I E W: What is Social Media?

The term Social Media refers to the use of web-based and mobile technologies to share information and turn

communication into an interactive dialogue. Social media engages rather than broadcasts.

12

O V E R V I E W: Different Types & Uses

Social media isn’t just Twitter, Facebook and LinkedIn!

• Internet forums • Instant Messaging (IM)• Texting• E-mail discussion lists • Location-based services • Blogs • Online communities • Microblogging • Wikis • Podcasts • Photo & video sharing • Social bookmarking

O V E R V I E W: Value of Social Media

“Prospects are coming to the company much later. They’re doing research before they ever contact the company. For social media, if you can help that process and make sure that your prospects have the right information, you’re much better off.”

- Jeffrey Cohen Social Strategist at Radian6 and Co-Author of “The B2B Social Media Book”

O V E R V I E W: Social Media Growth

Social Media Platform Usage Among B2B Marketers

Source: 2015 B2B Content Marketing Benchmarks, Budgets and Trends for 2015

Facebook | 890 million daily active users | Avg. User Spends 21 min. Per DayTwitter | 270+ million active users | Avg. User Follows 5+ Businesses

LinkedIn | 28% of Adult Internet Users & 23% of Entire Adult PopulationGoogle + | 500+ million users | 48% of Fortune Global 100 Companies

O V E R V I E W: Social Media Integration

• Integrate with other parts of the marketing mix, i.e. telemarketing, print ads, email marketing, tradeshows.

• Take the conversation offline! Utilize Twitter and LinkedIn for events & F2F (face-to-face) networking.

• Promote content through social networking platforms (Twitter, LinkedIn, Facebook).

• Integrate social networking technology with customer relationship tools & marketing platforms whenever possible (i.e. Salesforce).

• Explore partnerships.

O V E R V I E W: Measurements for Success

Qualitative•Sentiment•Awareness•Engagement•Relationships built•Passion•Strength

Quantitative•Profiles: Number of fans and followers, reach•Website: Website and landing page traffic•Influencer Outreach: Outreach response rate, posting rate and sightings•Ad Program: Clicks and impressions

O V E R V I E W: Issues

• It’s hard to control a conversation.

• People may say bad things about your company.

• Simmering (industry) issues may rise to the surface.

• It takes time to build a relationship!

• You can’t take it back - the world’s archived.

• Finding the right balance between marketing and engagement.

O V E R V I E W: Examples

Hong Kong Tourism Promotion350,000 Fans

O V E R V I E W: Examples

China Chat Weekly Twitter Chat Series507,000+ Impressions

O V E R V I E W: Examples

China Chat Weekly Twitter Chat Series

O V E R V I E W: Examples

Online Influencer Outreach

O V E R V I E W: Examples

Online Influencer Outreach

O V E R V I E W: Social Media Examples

Onsite Support

O V E R V I E W: Useful Tools

15

Social Media Tools

Hootsuite

Tweetdeck

ThriveG

oogle Reader +

Google A

lerts

SocialM

ention

Profile B

uilder

Twellow,

Wefollow, KloutLinkedIn

GroupsListserv Directory

Pre

ssitt

, P

itchE

ngin

eW

ordp

ress

, B

logg

er

Google

Docs

DocS

toc

Yam

mer

Scribd

Skype Mobile, Google

Talk

Twitter

LinkedIn

Skype

Vyew

SurveyM

onkey

Google

Moderator

Paper.liWikisStorify

Magnify (video)Li

nked

In A

dsS

tum

blin

g F

or

Goo

d (S

tum

bleu

pon)

Fac

eboo

k A

ds

QR Codes

RSS

Listening & Research

Listening & ResearchContent CreationContent Creation

CommunicationCommunicationContent Curation &

SharingContent Curation &

Sharing

O V E R V I E W: Case Studies

General Electric

General Electric's main feed has just over 125,000 followers and focuses on technology and innovation rather than just pushing out sales messages, turning what could easily be a dull, corporate social media page into something genuinely interesting.

Also, the social team does a great job of responding to other users and recently rewarded people who complimented the brand's new Agent Smith advert by sending them a Matrix-style photo of their avatar.

O V E R V I E W: Case Studies

General Electric

On national inventors’ day last February it invited users to tweet their invention ideas using the #IWantToInvent hashtag then had a team of designers standing by to create blueprint sketches of the tweeted inventions in real time.

It produced more than 70 images in under seven hours.

The campaign was supported with promoted tweets in timelines and search targeted to users interested in science and technology. According to Twitter, #IWantToInvent took a month to plan and increased brand conversations over 4x the daily average. 

O V E R V I E W: Case Studies

Gartner

@Gartner_inc is the leading global provider of independent and objective technology related search and advice.

A look at recent Tweets shows promotion of free Gartner webinars, management tips, jobs at Gartner, links to helpful non-Gartner blog posts and much more! Tweets like this build loyalty by giving managers and industry professionals a reason to keep coming back.

O V E R V I E W: Social Media Best Practices

• It's all about building relationships.

• It's not one thing you do, it's everything you do!

• Don't Astroturf.

• Don't mistake what is valuable to your members with what is valuable to your association.

• Don't be inconsistent with your message.

• Don’t broadcast, do engage.

• Don't assign social media efforts to interns.

• Don’t make the mistake of thinking that members only play in your sandbox.

• Offer value and relevance.

O V E R V I E W: Social Media Reporting

Dashboard: overview of current campaign activity including schedules, metrics, results and sightings.

P R O F I L E S: How They Work

P R O F I L E S: How They Work

P R O F I L E S: How They Work

P R O F I L E S: How They Work

P R O F I L E S: Types Of Content

Twitter: Retweets, pointers to stories, registration page and other TATHK social networks

LinkedIn: News focused items, ask questions to elicit response and engagement

Facebook: Promotions, point to other TATHK social networks

Focus on TATHK focus areas and local success stories.

P R O F I L E S: Where To Find Content

• LinkedIn discussion groups

• Google Alerts

• Industry newsletters

• Blogs (TATHK focus areas)

• Similar Facebook pages (Discover Hong Kong)

P R O F I L E S: Storytelling Examples

P R O F I L E S: Contacts

Types of people to engage:

• Individuals with a following• Local groups we meet with• Bloggers• Web forum moderators• Newsletter publishers• Business podcasters• Other gatekeepers

P R O F I L E S: How to Approach Contacts

send private email messageto non-LinkedIn address, askhow we can help theirefforts

direct message, retweet, mention individual in tweet

share influencer outreach program - email owner custom communication (partner to provide)

THANK YOU!Mitch [email protected](mobile) 301.524.1587(office) 301.545.0843@TuvelComms