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Beth Wingate, aka AppMaven, CF APMP Fellow. Managing Director at Lohfeld Consulting Group, Beth has 25 years’ proposal development, management, training, and corporate communications experience. She managed proposal development (pre‐RFP through post‐submission) for Lockheed Martin, MSD, and Learning Tree International, managing proposal centers and training and mentoring proposal and business development staff in industry best practices. She manages all social media, branding, content strategy, and marketing operations for Lohfeld Consulting Group.
Beth served as APMP’s 2014 Past CEO, 2013 CEO, and 2012 COO as well as 2010–2011 APMP Director of Education, 2008‐2009 APMP‐NCA President, and APMP’s 2008 Chapter Chair of the Year. An avid technologist, she has spent her career finding ways to use technology to enhance her teams’ business processes and customer deliverables. She regularly presents at APMP International and regional conferences and writes for APMP publications. Beth develops and teaches proposal development classes through Lohfeld Consulting Group and Deltek.
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• Agenda for today – discuss• Purposes of social media as it related to your business activities• Major Platforms I suggest you concentrate on – LinkedIn, Facebook, Twitter
• Why you need to set up a blog• Content development• Suggestions for creating effective titles that get your posts read, a few basics regarding mechanics, frequency and timing of posts, and commenting on posts and responding to comments on your posts
• How to use the available social media analytics to refine your interactions and content creation strategy
• Advice on using social media securely• Various tools that will help your social media efforts
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• Additional reading – books and articles that I’ve found very useful
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Business purposes for social media:• Company
• Share content• Information ‐ What occurred?• Analysis ‐ What does it mean?• Assistance ‐ How to do something
• Establish thought leadership in a niche area• Educate your customers and followers• Interact with communities related to your company’s core strengths
• Promote website, blog, product, service • Personal
• Enhance your personal brand creation, e.g., AppMaven,
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Many social platforms available • Today we’re going to concentrate on the major ones that I suggest using to further your company’s growth and thought leadership goals and your own professional development goals
• (LinkedIn, Facebook, and Twitter.)
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Profiles ‐ main content about you for LinkedIn, Twitter, Facebook.For each of these you need:• Screen name (what you’re calling yourself, e.g., Beth Wingate or AppMaven• Avatar ‐ picture
• Use same headshot for all social media/business purposes• Cover image (big picture that shows who you are/interests)
• Surf through the platforms to see examples (good/bad) of what catches your eye
• Needs to promote "who you are or your company's brand/image" • Summary (biography/experience/education)• Key words about you/tagline• URL ‐ use your name/company name to create "vanity URLs" for LinkedIn,
Twitter, and Facebook, e.g., • Linkedin: http://www.LinkedIn.com/in/BethWingate • Twitter: @Beth_Wingate • Facebook: http://www.facebook.com/LohfeldConsulting• Makes it easier to promote your "pages"• Google instructions for how to do this for each platform• Keep them short
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LinkedIn is a Business‐oriented social networking service where you • Create profiles • Create "connections" to other professionals• Obtain introductions to the connections of connections (termed second‐
degree connections) and connections of second‐degree connections (termed third‐degree connections)
• Users can find jobs, people, and business opportunities recommended by someone in one's contact network.
• Employers can list jobs and search for potential candidates.• Job seekers can review the profile of hiring managers and discover which of
their existing contacts can introduce them.• Users can post their own photos and view photos of others to aid in
identification.• Users can follow different companies and groups can receive notifications
about their activities.• Users can "like" and "congratulate" each other's updates and new
employments.• Users can see who has visited their profile page• Use endorsements to build relationships (see list of related articles in
reading list later in presentation)
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Company page example
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Personal page – this shows you what the “edit your profile” view looks like
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LinkedIn ‐ Some additional thoughts:• Write personal connection requests versus clicking button to send "canned" request – get better response and appear more professional
• Focus on business‐related niches• Leadership• Government contracting• Professional association topics, events
• Participate in Groups that relate to your professional interests• Publish both short‐form and long‐form posts• Really work on adding as much as you can to your profile ‐business‐related videos, webinars, publications, articles, presentations, photos, etc. you've done to your profile
• Update your profile often with new content and updated info
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on yourself – this makes your profile update appear in others’ feeds and keeps you top of mind
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Facebook is a social networking service for:• Individuals• Groups• Companies
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Your Facebook personal profile:• Where you add friends, family, and business contacts• Communicate on a personal level• Share photos, videos, and updates• Everyone who joins Facebook gets a Profile• You can only ever have one Profile under your name
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My personal profile:• You’ll see that I use the same name, avatar (photo), and the globe photo from our Lohfeld website for continuity across all social media platforms
• You do need a Facebook Profile in order to create a Facebook Page, or you can convert your existing Profile to a Page.
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Facebook “page” versus “profile” is a business account that represents a company or organization
• A Facebook page allows businesses to promote specials and contests to followers who have engaged with their page by “liking” it.
• Having a Page also allows businesses to use Facebook advertisements.
• There is no limit to the number of Pages you can manage.• No page gives perception that your company is out of touch
• Having no page can create the perception that your business is out of touch with technology and social media users.
• It can raise questions about the progression of your business as a whole and significantly reduce customer
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trust.• Allows company to build a following quickly
• Facebook pages, unlike Facebook profiles, allow small businesses to quickly build a following without any limitations.
• Profiles force you to send a friend request before you can make connection, which can be problematic as people are hesitant to hit ‘accept’ if they don’t already know you.
• Pages, on the other hand, only require a “like” to start that relationship with a prospect or client.
• Pages allow company to track and measure results• Being able to track and measure results is another reason why you should use a Facebook Page for business.
• Facebook Insights allow you to track the positive impact and results of your social media efforts.
• Think of your Page as a microsite that you can use for commercial purposes and to directly engage with customers.
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Here’s the Lohfeld Consulting Group LinkedIn Company Page
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Additional Facebook thoughts:• Participate in/set up groups related to your interests and
stated goals for social networking• APMP (professional associations), NCMA, scientific associations, and groups
• Educational (alumni)• Special interests (sports, fitness, hobbies, literature)• Never post anything you wouldn’t want to see on the front page of the paper
• Never post anything you couldn’t explain to your mom or child
• Keep it “positive” and constructive• Post & comment regularly
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Twitter is a social media service:• Used by friends, family, and colleagues to communicate via short, frequent
messages • Tweets can contain photos, videos, links and up to 140 characters of text• Tweets are posted to your profile, sent to your followers, and are
searchable• Followers
• "Following" means you subscribe to someone's Twitter updates• When someone you follow posts a new message, it will appear
on your Twitter home page• How to follow others
• Search for people by name or @username• Import friends from other networks• Follow people Facebook suggests
• How to get followers• Invite friends via email• Put your Twitter “handle” on your business cards, other social
media profiles, presentations, and blog posts• Company account• Personal account
• Pick a short “handle” • Don’t want to use up a lot of your 140 characters with your
“handle”18
This is my personal page
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Additional thoughts:• Join "lists"
• A list is a curated group of Twitter users. • You can create your own lists or subscribe to lists created by others (see Additional Reading for an article on ways to find/subscribe to lists)
• Viewing a list timeline will show you a stream of Tweets from only the users on that list.
• Note: Lists are used for reading Tweets only. • You cannot send or direct a Tweet to members of a list, for only those list members to see.
• Participate in Twitter “Chats” ‐ public conversation on Twitter based around a unique hashtag
• Add graphics/photos to all tweets to generate interest• Repeat your tweets ‐ Guy Kawasaki recommends tweeting each tweet 4 times
• Retweet tweets that you think your followers would find useful/interesting
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Here are some thoughts on setting up your profile on the various social media sites:• Optimize for scanning – make it easy to see who you are/what you’re “about” quickly
• Update existing bios wherever they appear, including consistent info across all platforms and adding social media handles
• Include social media handles in email signatures and blog posts• Make your profile – including photos, screen names, images, summaries, and keywords ‐ consistent across all platforms
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• Wikipedia has a nice definition of a blog: A blog is a discussion or informational site published on the web consisting of discrete entries ("posts") typically displayed in reverse chronological order (the most recent post appears first).
• Developing a company blog is a great technique for promoting thought leadership on topics of interest to your customers
• Highlight what your company does that you want people to know more about
• Promote individual employee posts• Promote “company” posts• Example: "Lohfeld Insights blog“
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On our Lohfeld Insights blog we have:• Posts written by our staff• Presentations that we have given at various conferences• Articles we write for other publications• Links to Radio interviews we’ve done• Recaps and links to webinars that our team has done along with additional related blog posts and Q&A discussions
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Here are examples of some of categories we include on our site –you can click the topic and see the related posts
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Additional thoughts on blogging:• Use LinkedIn Publisher (Influencer) long‐form posts/blogs – to really generate traffic to your profile and company page
• Use social media to promote blogs/long‐form LinkedIn posts (write once, post many!)
• Promote all blog posts on LinkedIn, Twitter, and Facebook• Add links to your social media accounts (personal and company) on all your blog posts and vice versa
• Add social plugins to your blog and website• Allows people to share/like without going to LinkedIn/Twitter/Facebook to find your posts
• Don't make people work to "share/like" your posts• Commenting
• Unless you have time to moderate comments on your
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company/personal blog, turn off this feature (eliminates spam postings, trolls, unrelated/incorrect responses)
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Content development thoughts:• A “created” post is one where you develop original content versus a
“curated” post where you are putting together a collection of work that others have created and writing commentary about that work
• Include a "graphic" in every post• Picture• Graphic• Video
• Linking to original posts within Facebook automatically brings in the associated photo from original post
• Get a subscription to a stock photo service• iStockPhoto, BigStock, Fotolia• Search Wikimedia Commons or Creative Commons for images you
can use freely with correct attribution• Don't violate copyrights• Be sure to purchase your graphics or use pubic domain pictures with
correct attributions/permissions• Total views increase 40‐94% (depending on whose study you read!) when
including graphics versus not including graphics
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Content development continued:• Only 1 in 20 posts should be "promotional“ – pushing something you’re selling or advertising
• You're building thought leadership/community, not "advertising"
• 3 or 4 posts of "curated" content to 1 post of "created" content is a good rule of thumb
• Find good content in the areas you want to promote your thought leadership, summarize the content, include links to the original content, and then post
• Put links to all sources• Acknowledge how you found content when you "repost" it ‐Guy Kawasaki calls this a "hat tip"
• Post length (keep it short)• 2‐3 sentences for curated content posts• 500‐1,000 words for original content• Use lists, bullets, and graphics to break up paragraphs of text – nobody wants to read page after page of dense text
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• Create titles that make people want to read the post (click graphic to go to blog post example)
• "How to..."• "Quick guide"
• Google “Twelveskip blog titles” for 100 ideas broken out by category ‐http://www.twelveskip.com/guide/blogging/1247/blog‐post‐title‐templates‐that‐work
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Post titles continued• Use catchy adjective words• Use numbers• Use popular search terms ‐ "How to..." "What is..."• Keep it short and focused• Never mislead – never make someone think they’re going to read about something and then switch topics on them – destroys trust!
• Don't limit yourself• Keep the title under 65‐70 characters (anything beyond that gets cut off in Google search results)
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• Hashtags (#) help people find interests by topic• #govcon• #socialmedia• #cybersecurity• #environmentalscience• #engineering
• Only add 1‐2 to each post – you look like an amateur otherwise & it takes up all of your content space
• Hashtags used by Twitter, Facebook, Google+, Tumblr, Instagram• Mentions (@ on Twitter or Facebook) refer to specific people or companies
• @Beth_Wingate• @Lohfeld
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Frequency and timing of posts• When should you post? Days/times?• Guy Kawasaki recommends 3‐20 "good" posts per day
• Add together Facebook, Twitter, LinkedIn posts (1+1+1=3) –there are your “3” for the day
• Consider repeating tweets several times throughout the day to increase # of views, likes, retweets
• Automated system or tool helps with this• Quality versus quantity
• If your posts are "bad" even 1‐2 per day is too much and you’ll lose followers
• Use your gathered "analytics" to determine for your followers• Best time of day/best day of week to share for each
mechanism (Twitter, Facebook, LinkedIn)• Timing of posts
• Right before/after top of the hour (people check social media between meetings) ‐Guy Kawasaki and Jay Baer, author of Youtility
• Monday‐Thursday• I tend to avoid Fridays so that posts don't "get lost" and have
time to build momentum/be reposted during the work week
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Write once, post many:• Post everything you write on LinkedIn, Twitter, Facebook, and your blog
• Look for ways to "automate" the multi‐posting process, e.g., tools
• Google "connect X with X," e.g., "connect Facebook with Twitter" to find methods/apps/plugins
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• Commenting (LinkedIn, Facebook, Twitter)• People are going to react to and comment on your posts –that’s what you’re aiming to do – start a conversation
• "Don't take it personally“ when someone reacts and comments negatively ‐Guy Kawasaki
• Respond to positive and negative comments• This helps promote engagement/reputation• Don't engage in a "negative spiral“• Always stay positive
• What would your grandma/child think about your response?
• Remember that everyone sees your responses unless you communicate with someone "privately“ on the platform
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• Be sure you understand the “negative” comment ‐ get clarification if necessary (may not be a "critical" comment ‐may actually be a question or request for clarification)
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• Many tools/services/techniques to help monitor comments and mentions
• Hootsuite• Buffer• Sprout Social• MyPad+• LinkedIn• Twitter• Facebook
• Web‐based and mobile apps• Be sure to use them
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General Thoughts:• For all posts ‐ determine desired reader action for post
• Click?• Use picture, short text, "click to read more"
• Comment?• Use picture, short text, ask a Why? or How? question/ask for opinion/advice
• Like? Share?• Use photos and questions with a like, share, yes, no voting style response (Jim Edwards)
• You need to have a "plan" for why/where you're doing social media
• Generate leads for your mailing list?• Generate interest/good will with clients• Establish "thought leadership"• Increase sales?
• Need to be able to gauge your actions/results – so you need a plan to measure against
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General Thoughts continued:• How to get followers
• Share good/useful/interesting content and people will follow you to get more good content
• Don't ask people to follow you ‐ looks desperate or naive• Key test per Guy Kawasaki ‐ do people share your posts• Set up system to reshare colleagues' posts• Be a good Social Media Citizen
• Reshare "good" content, build community, play nicely• Check "help" function within each social media platform to get more info about best uses/how to use/available functions
• Google “how to x” for each platform – lots of terrific articles, blogs, vendors out there sharing information
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Analytics• Once you are comfortable doing "social media", begin "optimizing" your work by reviewing/working with analytics and seeing characteristics of your "best" social shares
• Various tools and collected information available for each platform ‐ explore!
• Explore ‐ see which content gets best results and then create/curate similar content
• # of impressions per post• # engaged (clicking) per post• # shares• # replies• #follows• #favorites
• Tools to review analytics• Tweriod (Twitter)• SocialBro (Twitter)• LikeAlyzer (Facebook)• Post Planner (Facebook)
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Security• Carefully check security settings for each application and lock them down as tightly as you can – be careful about those you allow to see your personal content posts – especially on Facebook
• Don't sharemore than you're comfortable putting on the front page of the newspaper – once something’s out there, you really can’t get rid of it even if you hit “delete”
• Set robust passwords and change them periodically• Don't provide too much personal info ‐ home address, phone, birthday
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Additional tools that can make life easier for you and automate some of your work:• Hootsuite social media scheduler and monitor (Facebook, LinkedIn, Twitter, Google+, Instagram, Youtube)
• Act‐On (Twitter, Facebook)• Buffer (Facebook, LinkedIn, Twitter)• Sprout Social (Facebook, Twitter, LinkedIn, Google+, Instagram)
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Additional tools continued:• MyPad+ (iOS)• WordPress (PC/Mac, iOS, Android, web‐based)• TweetDeck (Twitter)• Friends+Me (Facebook, Twitter, LinkedIn, Tumblr)• Twitter platform (iOS, Android, web‐based)• LinkedIn (iOS, Android, web‐based)• Facebook (iOS, Android, web‐based)
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Books I suggest studying:• The Art of Social Media by Guy Kawasaki and Peg Fitzpatrick Content (highly recommended)
• Marketing ‐ Think Like a Publisher ‐ How to use content to market online ad in social media by Rebecca Lieb
• Content Rules ‐ How to Create Killer Blogs, Podcasts, Videos, ebooks, Webinars (and More) that Engage Customers and Ignite Your Business by Ann Handley and C.C. Chapman
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Additional reading continued:• 27 Facebook marketing mistakes businesses make and how to fix them by Jim Edwards (disclosure – he’s my brother – good inexpensive books with tested tips if you want to get heavily into Facebook marketing)
• The Social Customer ‐ How brands can use social CRM to acquire, monetize, and retain fans, friends, and followers by Adam Metz
• Social Media for business! by Martin Brossman and AnoraMcGaha
• Social Marketing Superstars ‐ Social Media Mystery to Mastery in 30 Days by Cydney O'Sullivan
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Great articles that will help you compose effective blog post titles as well as great explanations about using LinkedIn endorsements and publishing as well as Twitter lists to further your social media goals and interactions• 100+ blog post title templates that grab attention (Twelveskip)• Everything you need to know about LinkedIn endorsements (Forbes)• LinkedIn Tips: 5 ways to manage endorsements (InformationWeek)• LinkedIn Endorsements: Do's and don'ts (InformationWeek)• Why getting LinkedIn endorsements doesn't mean you're special (Jeff Chatterton)
• How to use the LinkedIn publishing platform (Hootsuite)
• A Beginner's Guide to Publishing on LinkedIn Pulse (Hubspot)
• How to Use LinkedIn Publisher to Get More Visibility (Social Media Examiner)
• 3 Genius ways to find Twitter lists in your niche industry (Post Planner)
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What do you do next/how to proceed:• Pick platform to concentrate on – LinkedIn, Facebook, Twitter (I suggest developing your LinkedIn profile first and starting to engage in the various groups and discussions)
• Develop your profile as completely as possible – become an “all star”• Look at groups/lists of interest and determine which correspond to your interests
• Begin interacting – read posts, comment constructively on them, and start writing your own
• Start developing your thought leadership niche – determine your niche, see what types of content are being developed – what’s out there now – and then start writing blog posts either on a company blog or as long‐form LinkedIn posts that can be copied to a company blog once that’s set up or into a newsletter
• Expand to additional platforms (Twitter and Facebook) once you get everything set up and working on LinkedIn
• Review your metrics/learn characteristics of your best social shares• Which posts are getting the most interest? What do people seem to “like”? How much are you interacting in a “meaningful” way? Optimize your work using analytics
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• # impressions• # engaged• # shares• # replies• # follows• # favorites• Tools• Tweriod (Twitter)• SocialBro (Twitter)• LikeAlyzer (Facebook)• Post Planner (Facebook)• Etc.
• REMEMBER: social media takes time – commit to “participating” a certain amount of time each day or week – this isn’t something you can do only periodically and expect to make an impact
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Any questions?
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