Carmine Media | Blogging | Social Media | Web Marketing
Fostering Online Communities
Background• R+L Carriers
– Full time Social Media manager• Carmine Media
– Consulting, speaking, training– Business Insider Magazine writer– Business2Community contributor– Small Biz websites and web marketing
Today
Carmine Media | Blogging | Social Media | Web Marketing
Why Social?
57%Of people talk more online than they do in
real life.
*Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
Getting Started• Preparation• Significant resources• Transformation into social business• Training and support• Don’t be the fail whale
Carmine Media | Blogging | Social Media | Web Marketing
Carmine Media | Blogging | Social Media | Web Marketing
Facebook• More than 800 million active users • 12 billion likes and comments
monthly• Average user is connected to 80
community pages, groups and events • Bigger than the entire internet in
2004. • More comments and likes on FB than
searches on Google
Carmine Media | Blogging | Social Media | Web Marketing
Twitter• More than 200 million registered
accounts• 300,000 signing up per day• 55 million tweets per day• 600 million searches per day• Busiest from 9-5 M-F• iOs 5 integration
Carmine Media | Blogging | Social Media | Web Marketing
Blogging• Multiple blogging platforms• Easy and free setup• Customizable• Comment and spam control• Connect to Twitter and Facebook• Custom URL
Why Create Content?• Creators represent the elite group who’s
content is consumed and shared.• Creators audience is growing:
– 68% in the “Spectator” group – fastest increase
– 19% in the “Collector” category– 33% commenting their way to “Critics.”
Carmine Media | Blogging | Social Media | Web Marketing
Carmine Media | Blogging | Social Media | Web Marketing
Interactivity
*Survey by Social Media Examiner revealed these top social media goals for 2011
Define your Goals• Ongoing dialog with stakeholders• Listening/learning about stakeholders• Increase conversions• Providing customer support• Enabling peer to peer support
– Dell customer support forum• Collaborating (Crowdsourcing)
Carmine Media | Blogging | Social Media | Web Marketing
Define your Audience• Who is your audience?• Where are they?• What do they like?• What adds value to their lives?• Impulse shoppers or intent to purchase?
Carmine Media | Blogging | Social Media | Web Marketing
Set up a Content Strategy• Topics via keywords• Photos• Video• Trusted feeds
– OPC
Build your Foundation• Set up Facebook page – optimize and
brand• Set up Facebook tabs – consider a
fangate (reveal tab)– Mini website with iFrames
• Decide on call to action for tabs– Collect emails– Offer discount
Carmine Media | Blogging | Social Media | Web Marketing
Twitter• Profile picture – should be simple and
easy to see• Background – 60 pixels• Bio – 160 characters• Link to website
Carmine Media | Blogging | Social Media | Web Marketing
Carmine Media | Blogging | Social Media | Web Marketing
Listening
“Every good conversation starts with good listening”
Carmine Media | Blogging | Social Media | Web Marketing
Set up Listening Tools• Twitter searches• Google Alerts• SocialMention.com• RSS feeds
– NetVibes– Google Reader
• Google analytics
Carmine Media | Blogging | Social Media | Web Marketing
Twitter Searches• Branded keywords• Unbranded keywords• Industry terms
Carmine Media | Blogging | Social Media | Web Marketing
Comment Policies• Include a social media page on your
website• Add a policy to your Facebook page• Examples:
– R+L Carriers– U.S. Army– Ford
Carmine Media | Blogging | Social Media | Web Marketing
Who should Moderate your Site?
Carmine Media | Blogging | Social Media | Web Marketing
Engage your Tweeps• Create content worth RTing• Respond quickly to mentions• Ask questions• Link to Facebook and blog posts• Post photos and videos – photo of the day
Carmine Media | Blogging | Social Media | Web Marketing
Twitter Chats• Hashtags• #FBLT• #RLBowl
Carmine Media | Blogging | Social Media | Web Marketing
Engage your Facebook Community
• Create content worth sharing• Use photos and videos of events• Use FB questions for polls• Use events• Respond to comments• Tag other agencies or fans• Add a like box to your website
Carmine Media | Blogging | Social Media | Web Marketing
But what if I make a mistake……???
Carmine Media | Blogging | Social Media | Web Marketing
Dealing with MistakesThree Common Mistakes• Wrong Pipe• Poor Judgment• TMI
Carmine Media | Blogging | Social Media | Web Marketing
Poor Judgment• Kenneth Cole
Carmine Media | Blogging | Social Media | Web Marketing
TMI• Tweet by Ketchum executive visiting
FedEx – a client
Carmine Media | Blogging | Social Media | Web Marketing
What if a fan posts something I don’t like….?
Embrace the Chaos• Complaints• Praise• Customer Service
Carmine Media | Blogging | Social Media | Web Marketing
Carmine Media | Blogging | Social Media | Web Marketing
Dealing with Negative Posts• Be aware of them!• Is the comment true?• Be honest!• Thank them for commenting• Delete only if necessary and stated in
policy
Dealing with Negative Posts• Let your community respond• Brand ambassadors
Carmine Media | Blogging | Social Media | Web Marketing
Removing Posts• Facebook
– Ask user to repost– Committee review– Err on the side of caution– Hide them
• Twitter– Remember only your own tweets can be
deleted– Best not to address unless necessary
Carmine Media | Blogging | Social Media | Web Marketing
SEO• Google Analytics• Unbranded Keywords• No Follow tags• Tagged URLs in Social Media posts
Carmine Media | Blogging | Social Media | Web Marketing
Measure and Track• Google Analytics• Facebook insights• PageLever (paid service)• KIout• Crowdbooster
Social Proof
Carmine Media | Blogging | Social Media | Web Marketing
How to use Social Proof• Display number of followers only if there
are many• Post your “most popular” items or content
regularly• Use percentages - “over 75% prefer…”• 1,000,000 served- Ray Kroc used in 1955
Carmine Media | Blogging | Social Media | Web Marketing
The Future• All content socialized• Transformation into social• Social hooks• Sharable content• Provide a social outlet
– No dead ends
Carmine Media | Blogging | Social Media | Web Marketing
Social Media for Marketing• Average corporate account is less than
three years old• Stages of social media
Source: Altimeter Group (August 2011)
Carmine Media | Blogging | Social Media | Web Marketing
Don’t Give Up• Regular posts• Relationships take time• How long is the buying cycle?• Measure small successes
Carmine Media | Blogging | Social Media | Web Marketing
References• Online reference of Social media policies:
http://socialmediagovernance.com/policies.php • SocialMedia.org Dislosure toolkit:
http://www.socialmedia.org/disclosure/ • Brian Solis:
http://www.briansolis.com/2010/11/the-three-cs-of-social-networking-consumption-curation-creation/
Carmine Media | Blogging | Social Media | Web Marketing
Questions? Connect with me!Twitter: @suereynolds
Web: Carminemedia.com
Facebook: /carminemedia
LinkedIn: suesreynolds