Expert Advice on Maximizing Social Media

Expert Advice on Maximizing Social Media

Monday, October 22nd 3:00 p.m. – 4:15 p.m.

Orlando N

Trainer:

Don Schindler, Managing Director, Print, Web & Multimedia,

University Communications, University of Notre Dame

Don Schindler

• 13 years in digital marketing

• donschindler.com• d

on.schindler@nd.edu• @donschindler

They do two things.So do you have a social media strategy?

Why I’m here

Social Media Strategy

• Goals• Governance• Education• Execution• Measurement• Adjustments

G.G.E.E.M.A.

Goals

• What?– Promote low cost

housing

• How?– Serve as the Expert

Resource to all audiences looking for information on low cost housing in my state.

Governance

• Policy• Decision Tree• Monitoring

Social Media Policy

• Encourage rather than discourage.• Give them education on proper use.• Give them some place safe to chat about

a problem.• Make sure they know they are responsible

for both themselves and the brand.• Personal and professional are mixed but

don’t say anything you wouldn’t want to see in the newspaper.

http://www.web-strategist.com/blog/2008/12/31/diagram-how-the-air-force-response-to-blogs/

Monitoring

Education

• Get everyone educated on using social media for business

Education

trust.edelman.com

Education

trust.edelman.com

Execution

Hub and Spoke

http://www.slideshare.net/jeremiah_owyang/dreamforce-2012-prioritizing-for-scale-by-jeremiah-owyang

Measurement

Oliver Blanchard’s Basics of Social Media ROI

ROI

• THE CURRENCY FOR SOCIAL MEDIA IS ACTION!

• Track engagement via emails, discussions (facebook, twitter, linkedin), comments, website visits and try to tie them directly to revenue.

• ROI = Money not Mentions

Measurement

• What?– Promote low cost

housing

• How?– Serve as the Expert

Resource to all audiences looking for information on low cost housing in my state.

• Measured By– The engagements

on Facebook, Twitter, Linkedin, comments on blogs (2500)

– The people we help (250)

– The loans we close (25)

Adjustments

http://www.flickr.com/photos/dok1/3954393160/sizes/o/in/photostream/

Alright, enough strategy – let’s talk tactics

They are looking for help.

Be the Expert Resource they are searching for and socially

asking for through technology.

Search vs. Social

Being Found

SearchSocial

http://smallbiztrends.com/2012/09/small-business-traffic-from-social-media.html

Be Found Everywhere

My websi

te

Search Engine

Facebook

Linkedin

Twitter

Google+

Peer to Peer

Communities

Trusted Related

Websites

The Secret to Social Media

Talk about others – highlight them, encourage them, be there for them

and they will be there for you.

http://steve-lovelace.com/5-things-i-hate-about-facebook/

1,000,000,000 of us.

Facebook secrets

• Bias against new pages• What to add to facebook status update -

– Links are favored over updates.– Photo and Videos trump links.

• Get people to comment or engage.• 16% of Page Info is all that gets seen and that’s

dropping.• Post 2-5 times a day.• Best times to post are 8 pm – 12 am.• If you are going to post, be ready to respond.

http://www.thedailybeast.com/articles/2010/10/18/the-facebook-news-feed-how-it-works-the-10-biggest-secrets.html

9/20/12 Update

http://edgerankchecker.com/blog/2012/10/facebook-decreases-pages-reach/

No-no’s in Facebook

https://www.facebook.com/help/262981810477512/

No coupons or promotions No contact info

No reference to “Like” or “Share” No “calls to action”

Promoted Posts

Facebook Ads

Accidentally Clicked

http://www.marketingcharts.com/wp/wp-content/uploads/2012/10/SterneAgee-Facebook-User-Accidental-Ad-Clicks-Oct2012.png

Facebook Studio

Linkedin

LINKEDIN MAPS CONNECTIONS

Linkedin Power

• More connections you have the better• Your online resume and portfolio• Your company should have a page• Recommendations• Questions & Answers• Groups• Connected to Twitter and Facebook

Linkedin secret – open up your profile

Twitter

PROS

• Power of instant conversations• Spreading the word quickly• Professional Development – learn from experts• You can collect users with bots (Tweetadder)• You can follow and possibly speak with people

that wouldn’t normally be in your circle of influence

• You don’t have to worry about stalking or sneaking up on people because they are posting in the public sphere.

CONS

• Lots and lots of noise• Lots and lots of spam• Lots and lots of robot collection• Interface is not friendly• Relationships are fleeting• Twitter gets a lot more attention because

of its open API vs. actually having people use it (500 mil accounts – 340 million daily tweets)

How to set up Twitter

• Better to use a name than a logo• Always be searching to help• Post, share, help and retweet others

(golden rule)• Use an application to control twitter• Always be classifying people• Build relationships to turn to advocates• If things go bad, get it offline.

When should you jump into the next big thing?

When it becomes mainstream – until then you are only touching a small

audience of early adopters.

Speaking the language

Geolocation Search

Klout Measurement

Maximizing Social Media

1. Get your ducks in a row (policy, monitoring).

2. Educate employees to engage at all levels. Protect them.

3. Build an army of advocates that get what you do.

4. Test, test, test – don’t punish over failure – learn from it.

5. ABH – Always Be Helping.

If you get an expert

• What kind of success have you had?• Who are those clients? Can I talk with

them?• How do you measure success?• How often do you engage? What times are

you available?• Have you failed before and what did you

learn?• Which platforms do you use?

They do two things.Now for your questions…

• 13 years in digital marketing

• donschindler.com• d

on.schindler@nd.edu• @donschindler