How Your Startup Can Use Social Media for REAL RESULTS

@eric3000

How Your Startup Can Use Social

Media for REAL RESULTS!

@eric3000!

@eric3000

Where You Can Find Today’s Slides!

http://www.bit.ly/emetelka!

@eric3000

Introductions!☐ Name!

☐ What you’re working on!

☐ Goals for today!!!

@eric3000

I'm Eric Metelka, Community Manager at G2 Crowd. I am a former management consultant and the former digital marketing manager at BestVendor.!

@eric3000!

@eric3000

My Goals for Today!Ø You are able to target communities of

your audience online!Ø You can optimize your posts for each

platform you share on – helping you cut through the noise!

Ø You understand how to measure social ROI!

@eric3000

What I’m Going to Cover!☐ Introduction – 10 mins!☐ Strategy – 20 mins!☐ Engagement – 30 mins!☐ Measurement – 20 mins!☐ Conclusion/Questions - 10 mins!!

✔

@eric3000

Strategy!

@eric3000

Audience Targeting!

@eric3000

Where Is My Audience?!•  Form hypotheses of possible targets -

personas!•  Find a micro-community of the target and

engage with them!

@eric3000

Who Follows Your Competitors!

@eric3000

Sort by Authority!

@eric3000

How to Measure Authority!•  Number of followers!•  Number of retweets!•  Klout score!•  Kred score!

@eric3000

Double-Sort by Retweets of Others!

@eric3000

Engaging  

Listening  

Crea-ng  Sharing  

Curator  The  brand  surfaces  and  shares  the  most  interes2ng  content  shared  by  its  audience  who  appreciates  the  chance  to  reach  a  large  audience  

Tastemaker  The  brand  creates  engaging  content  that  dictates  trends  to  its  fans  and  a  

broader  audience  

Conversa-onalist  The  brand  is  great  at  conversing  with  its  audience  which  is  looking  for  two-­‐way  communica2on  and  customer  

service  

Explorer  The  brand  is  experimen2ng  with  

ways  to  interact  with  its  audience  by  seeing  what  content  creates  

engagement    

Social Media Brand Personality Matrix!

@eric3000

The Importance of Having a Voice!

@eric3000

Engagement!

@eric3000

Social Media Communication Guidelines!

•  Helpful!•  Useful!•  Timely!•  Informative!•  Relevant!•  Practical!•  Actionable!•  Generous!

•  Credible!•  Brief!•  Entertaining!•  Fun!•  Occasionally funny!

Posts  and  tweets  should  have  as  many  of  these  a2ributes  as  possible  

@eric3000

@eric3000 @eric3000!

@eric3000 @eric3000!

@eric3000 @eric3000!

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@eric3000

Posting Goals!Post  for  Click-­‐

Through  A  headline  that  makes  

people  want  to  know  more  

Post  for  Sharing  A  headline  with  a  complete  

informa2ve  thought  

@eric3000

@eric3000

@eric3000

Google+!•  Rich content (like Facebook)…!•  BUT in chronological order (like twitter)!•  Algorithm promotes posts with high

engagement!•  2048 px pictures are beautiful to share!•  Auto-generates hashtags!•  Easy to share in communities!

@eric3000

@eric3000

Example: Kate Spade!•  Facebook!•  Twitter!•  Tumblr!•  Pinterest!•  Blog!

LIFESTYLE BRAND!

@eric3000

Embrace Each Platform!

@eric3000

Keep Design Consistent!

@eric3000

Keep Design Consistent!

@eric3000

Don’t Just Share Your Own Stuff!

@eric3000

Measurement!

@eric3000

Customer  Sa2sfac2on  

Social  Content  Mobility  

Social Media Metrics!

Engagement  

Number  of  followers  

Ra2o  of  posts  to  comments  

Total  content  reach  

Customer  sa2sfac2on  scores  

Content  Tone  

Customer  sen2ment  

Share  of  voice  

Shares  and  retweets  

Ra2ng  of  sites  featuring  shared  assets  

Number  of  links  

CTR  on  shared  content  

Organic  men2ons,  replies,  and  retweets  

Week  over  Week  growth  in  followers  

Number  of  visits  via  social  referral  

Share  of  Conversa2on  

Klout  score  of  fans/followers  

@eric3000

Audience!

@eric3000

Traffic!

@eric3000

@eric3000

Engagement!

@eric3000

Revenue!

@eric3000

How Much of the Conversation Are You Getting?!

Share of Voice = Your Mentions / (Total Mentions for Competitive Companies)!

@eric3000

@eric3000

@eric3000

Tools

@eric3000

Conclusion!

@eric3000

Target and Add Value to Micro-Communities of Potential Users!

@eric3000

Know and Understand Your Brand Voice!

@eric3000

Pictures, Questions, and Unique Content Engages Users!

@eric3000

Don’t Just Share Your Own Stuff!

@eric3000

Social Media Impact = Share of Voice!

@eric3000

Questions?!

@eric3000

Digital Marketing Reading List!Ø Kissmetrics Blog -http://blog.kissmetrics.com/!Ø Andrew Chen – http://andrewchen.co!Ø Rand Fishkin – http://moz.com/rand!Ø SEOMoz blog – http://SEOmoz.org/blog!Ø Inbound – http://inbound.org!Ø Slideshare - http://www.slideshare.net/!

@eric3000

Email: e.metelka@gmail.com!Twitter: @eric3000!LinkedIn: /in/emetelka!Facebook: /e.metelka!!Download Slides: www.slideshare.net/emetelka/!

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