Social Media Bootcamp for CEOs
Westin – San Diego
Jan. 19, 2011
500 million people on Facebook alone. 62% of people using social media are between 25 and 54 years old. 71% are employed, median age is 33, 47% married.
Point of using social media for business is to build relationships with large groups of people. A two-way conversation with your target audience. Leverage technology. Customers listening to each other and tuning out marketing messages. There is always a conversation going on about your industry. At least use social media to protect your brand.
“Turn strangers to friends. Friends to customers. Customers to evangelists.”
In using social media, don’t:
- Tell friends about bad food
- Beg people to buy from you
- Carry on a monologue. Instead, build relationships
- It is not just setting up environments and not doing anything with them
Large, Fortune 500 companies: 65% use Twitter, 54% use Facebook. On average, they post 27 Tweets and 4 FB posts per week. They post 10 videos and 7 blogs per month.
How to use social media to the best advantage
Develop your strategy first.
Goals, objectives, target audience, conversion activities (what you want people to do), budget, and resources.
Cost per lead
Cost per acquisition
Make changes for improvement
Create new objectives
Manage by exception i.e. Why?
If You Regularly
Blog, podcast, tweet, video
Write reviews, post replies
Update your profile
Watch videos, read blogs
None of the above
You need to be a creator and a critic. Figure out and engage with people already having a conversation about your industry.
How to make informed decisions and “Lead with value.”:
- Use archived knowledge such as spec sheets, technical data. Write blog articles using that knowledge.
- Use real-time knowledge to influence buyers’ decisions
- Use humor (check out Old Spice videos on YouTube)
- Use products
Don’t be a narcissist.
There is a time commitment – resources and manpower needed
Ask questions and for opinions. Stay relevant
Focus on your niche.
Educate – train customers to buy. Use key words and phrases on your website.
Tactics in a nutshell – short overview
- Listening: to identify who you want to build relationships with
- Build community – grow social media environment i.e. friends and followers
- Broadcast – post stuff. Drive people to your content
- Content – if people want to share
Tactics – long version
- Key phrase research, include misspellings.
- Google Alerts. Set up on Google so they will alert you when people use your key phrases, etc.
- Twitter – search bar, hash tags (# in front of key word or phrase)
- SocialMention.com – it will search through media environments, real time.
- Industry sites and blogs. For example, websites listed in industry mags.
- Use “Follow” buttons on website
- Email-blast customers and prospects, under guise of customer service.
- Tweet, blog, post. People will follow you.
- Leverage search engine optimization (SEO) and search engine marketing (SEM)
- Begin engaging with target audience
- Link social sites together to push content across multiple channels. Can use: One tfor Twitter – I can’t read my own writing but available on Twitter home page. Also Ping.fm and Hootsuite. Only need to type a message once. One click of a button will post to many sites.
“For every nine non-commercial broadcasts, you earn the right to one promotional one.”
- Define tone/voice. Do you want to be humorous, serious, just facts, personal, etc.? Have the company voice.
- Leverage content across media types using videos, blogs, etc.
- Make your content more than valuable: Make it remarkable (people will remark about it).
- Content ideas:
- Success stories/case studies
- Product comparisons
- Top 10 lists
- Write something controversial i.e. maybe write an opposite opinion in a blog.
Convert – to get leads, etc.:
- Enable people to request a catalog.
- Offer free consulting – do a service for someone, help solve a problem
- Promotional products – to get contact information
- Offer an online webinar/workshop
To maximize conversions:
- Enable people to know what’s in it for them.
- How to take the next step. Be very clear and specific about this. If you’re not mailing anything, don’t ask for a mailing address. People don’t like this.
- Send follow-up thank you by email
- Invite people to follow you on other sites.
- Use Dashboard software
- Aggregate view
- Real time
- Analytical data
- Use Google Analysis (free)
Social Media Cornerstones
- Be human. Let your personality shine through. (Check zappos.com CEO Tony)
- Tweet 3-7 times per week at a minimum. For example, Dell Computers tweets coupons.
- Always personally reply to new followers
- Build a professional-looking profile
Facebook – 500 million people:
- Set up a company page
- Post 3 or more times a week – each business day
- Add “Like” feature to page
- Add video from YouTube
- More business oriented than Facebook or Twitter. Google loves LinkedIn
- Update personal status 3 – 5 times per week
- Create company profile with key words in mind
- Connect your blog to your personal profile and company profile
- Start a group tailored to your target audience with lots of links
- This should be the central command post for all your content.
- Blogs never go away – they last forever and can be found.
- You can aggregate other things like Twitter, FB, etc. Optimize with key phrases and words.
- Should have a professional appearance
- Post a blog at least 4 times per month and/or once a week.
- Post the blog headline on FB, Twitter, LinkedIn to let people know it’s there
- Post a related video on YouTube
- Link to sign-up for email newsletter
- Link to embedded video
- Social environment links (buttons) should be at the top in plain sight for easy use
YouTube (This is the main thing right now):
- Post one new video a month.
- Not the place for amateur hour. Should be professional, TV-quality video
- Keep it short and optimize. People have short attention spans. Approximately 1-3 minutes
- Post videos on Facebook, LinkedIn, etc.
- Videos are 53 more times likely to get on the first page of search engines
- YouTube is the second most favorite with search engines. 2.6 billion visitors per day.
Read “Business Week”, July 15, 2010 article about social media.
Social Media Professionals:
Annual Average Salary
Social Media Strategist