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If you are like most marketers, you are tired of hearing about “social media.” Listening to people go on and on about Facebook, Twitter and LinkedIn, but never putting their importance into perspective. Has anyone ever shown you specific good and bad examples of execution? Explained how what could work brilliantly in one medium can fail miserably in another? What should you do yourself and what might be best left to the pro’s; how to connect your activities without a cookie cutter approach and more.
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The Do's and Don'ts of Social Media Integration
Jeff Sauer
Three Deep Marketing
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Agenda
• Who uses social media?• Why use social media?• Do’s and don’ts for social media• Platform specific recommendations
– LinkedIn– Twitter– Facebook
• Questions?
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Who Uses Social Media?
133,623,529 unique visitors/month
PEOPLE!
23,573,178 unique visitors/month
Visits data from March 2010 study by Web Trends: http://webtrends.about.com/b/2010/03/15/the-top-10-most-popular-social-networks.htm
15,475,890 unique visitors/month
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Why Use Social Media?
• Increase awareness• Reputation management • Customer service• Learn about your customers• Customer feedback• Improve customer satisfaction• Client engagement• Targeted marketing• Relationship building
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Do’s and Don’ts for
Social Media
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Why Social Media?
• Who should use it?
There is a reason for just about everyone to use social media
• What is the value?
Connecting people and businesses• When will it go away?
Most signs point to elements of social media staying popular for years to come
Social Media
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The DO’s of Social Media
Engage in Social Networks
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The DO’s of Social Media
Integrate Social Media with Traditional Media
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The DON’Ts of Social Media
B2CPrimarily Business to Consumer
B2B Primarily Business to Business
B2C & B2B
Don’t take a “one size fits all” approach
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The DON’Ts of Social Media
?Don’t let the choices overwhelm you
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The DON’Ts of Social Media
Don’t forget to measure results
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LinkedIn and Social Media
• Who should use it?
Every professional needs to be using LinkedIn for personal career growth. Can also be used to increase company awareness
• What is the value?
Stay connected with professional contacts. Generate opportunities to expand career and generate new business
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The DO’s of LinkedIn
Instant credibility
Ask for recommendations and gain as many contacts as possible. Multiple recommendations = instant credibility!
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The DO’s of LinkedIn
Presentations Sales Collateral
Take advantage of all functionality provided by LinkedIn to make your profile more engaging and stand out from others
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The DO’s of LinkedIn
Update your status with professionally related information(TIP: Link Your Twitter Account to make this easier)
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The DO’s of LinkedIn
Join groups relevant to your industry and interests
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The DONT’s of LinkedIn
Don’t update your LinkedIn Status with non-professional messages
Don’t double post the same information
LinkedIn User
LinkedIn User
LinkedIn User
LinkedIn User
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The DONT’s of LinkedIn
Don’t make all of your updates at once
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The DONT’s of LinkedIn
Don’t allow your inbox to be cluttered with updates
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Twitter and Social Media
• Who should use it?Those looking for a friction-free and concise communication channel
• What is the value?Real-time communication, easy to pass on information to others and makes people more accessible
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The DO’s of Twitter
Find efficient ways to “Tweet” and share what you know
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Join niche topic conversations
The DO’s of Twitter
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The DO’s of Twitter
Take advantage of the ease of conversation
Which one is the billionaire?
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Don’t limit to just one community
The DON’Ts of Twitter
Contribute to many communities for maximum coverage.
In this example, our message goes to:
• Interactive Marketing Association
• Local Social Media Coffee Group
• Well Known Marketing Group
• Charitable Organization
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Don’t be shy in meeting new people
The DON’Ts of Twitter
Industry peer met at a meeting for twitter users in the area
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Facebook and Social Media
• Who Should Use It?
Brands looking to engage with consumers consistently with a goal of 1:1 Communication
• What’s the value?
With over 500 Million registered users, it is one of the most visited properties on the web
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The DO’s of Facebook
Create a page on Facebook for just about anything
Pages for:
• Companies• Community• Professional Organization• Networking• Hobbies• Other Niches
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The DO’s of Facebook
Integrate Facebook into your Website with Fan Boxes and “Like” Buttons
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The DO’s of Facebook
Update your Facebook status regularlyDon’t update more than 2x per day
Don’t update less than once a week
Update as needed for special occasions and time sensitive information
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The DO’s of Facebook
Create engaging messages that encourage interactions with Facebook fan page
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The DON’Ts of Facebook
Post the same offer/status all of the time
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The DON’Ts of Facebook
Don’t neglect to update your page
When you don’t update your page, your fans start to forget about you
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The DON’Ts of Facebook
Don’t over-share
Company Page on Facebook
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More Best Practices for
Social Media
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The DO’s of Social Media
• Update consistently, but not too often• Start with people you know in real life• Share useful information with your network• Embrace new mediums (like mobile)• Make yourself aware of privacy rights• Take private conversations offline
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The DON’Ts of Social Media
• Don’t overdo it• Don’t waste time with irrelevance• Don’t update all at once• Don’t flood your followers with things they
don’t care about• Don’t make private thoughts public• Don’t abuse it• Don’t wait until everything is perfect
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