Social Media Strategies for Managers

Entre 528
Social Media for Managers

Session 2
April 6, 2013

Spring 2013 | Entre 528

Today’s Schedule
• Housekeeping / In the News
• 30-45 min: Slides
• Facebook Engagement
• Influencer Identification
• Content Marketing vs Social Media
• 30-45 min: Discussion – Assignments
• Break
• 45 min: Slides
• Personal Branding
• Building a Social Culture
• Social Tools
• 30 min Discussion – Projects in Motion
• What worked / what didn’t

Spring 2013 | Entre 528 2

Housekeeping


Your Assignments


In the News


SOME RISQUE THOUGHTS ON
SOCIAL MEDIA

Facebook Cover Image Rules
• No contact details – ie: no
website address, no phone
number, no email and so on.
• No pricing or purchase
information
• No “user interface element” –
ie: you can’t ask for, mention
or even use a graphic to point
to Like, Share or any other
Facebook feature.
• No calls to action – ie: ‘Get
yours now’
• Do not use an image you do
not own or have the rights to
use, that is false, deceptive or
misleading.

Spring 2013 | Entre 528 http://www.marketinggum.com/what-you-cannot-do-on-facebook-page-admins-read-these-rules/

Successful Facebook Marketing Relies On 3 Things:

• Interesting content
– Draft 7-10 ideas of interesting tidbits to share, ie
what are the top 10 questions people always ask
you about your product/service?
– What pictures do you have to illustrate some of
your points from the day before?
– Can you share screenshots for examples?
– What about pictures of your office or stock
photos.
– Ask questions to get people to do something

Spring 2013 | Entre 528 http://www.blogher.com/how-manage-your-facebook-marketing-30-minutes-day?


• Consistency
– Schedule posts using a tool like Hootsuite or
Facebook’s scheduling tool.
– Try out different times of day. Schedule some in
the morning, some in the afternoon and some at
night depending on your audience.
– Figure out how to post to your Facebook Page via
your smartphone.



• Engaged audience
– “Like” other Pages. They can be friend’s business
pages and people who could be possible
alliances.
– Start looking at social media marketing as a way to
connect with people and build on your in person
marketing efforts.
– Comment on and “like” their posts.
– Join Groups on Facebook.


Use Visuals


Generating Engagement

• Make it Personal
• Use Visuals
• Launch Contests (Using approved apps)
• Humor
• Spotlight Employees
• Respond
• Post at Optimal Times

Spring 2013 | Entre 528 http://www.slideshare.net/wire321/how-to-engage-fansonfacebook

Generating Engagement

• Post more than 1x per day
• Discuss Current Events
• Ask Questions
• Understand Audience
• Mix Up Content
• Invite People to Like Your Page
• Pin More Compelling Posts

Spring 2013 | Entre 528 http://www.slideshare.net/wire321/how-to-engage-fansonfacebook

Facebook Promotion Rules
You Cannot
• Run any sort of promotion,
competition, sweepstakes etc on your
Facebook page using Facebook’s
features and functionality
• Use any Facebook features or
functionality as part of the promotion
or participation other than liking your
page, checking in or connecting to
your app.
• Use Facebook features or
functionality as a
promotion’s registration or entry
mechanism
• Notify winners through Facebook
• You must include a disclaimer that
releases Facebook of any
responsibility

Spring 2013 | Entre 528 http://www.marketinggum.com/what-you-cannot-do-on-facebook-page-admins-read-these-rules/

Edgerank

• EdgeRank is the Facebook algorithm that decides which stories
appear in each user's newsfeed. The algorithm hides boring stories,
so if your story doesn't score well, no one will see it.
• Every action their friends take is a potential newsfeed story.
Facebook calls these actions "Edges."
• Facebook created an algorithm to predict how interesting each story
will be to each user. Facebook calls this algorithm "EdgeRank"
because it ranks the edges. Then they filter each user's newsfeed to
only show the top-ranked stories for that particular user.


Edgerank Factors
• Affinity
– Affinity Score means how "connected" a particular
user is to the Edge. For example, I'm friends with
my brother on Facebook. In addition, I write
frequently on his wall, and we have fifty mutual
friends. I have a very high affinity score with my
brother, so Facebook knows I'll probably want to
see his status updates.
• Edge Weight
• Time Decay

http://edgerank.net/

Edgerank Factors
• Affinity
• Edge Weight
– Each category of edges has a different default weight.
In plain English, this means that comments are worth
more than likes.
– By default, you are more likely to see a story in your
newsfeed about me commenting on a fan page than a
story about me liking a fan page.
– Facebook changes the edge weights to reflect which
type of stories they think user will find most engaging.
For example, photos and videos have a higher weight
than links.
• Time Decay


Edgerank Factors
• Affinity
• Edge Weight
• Time Decay
– As a story gets older, it loses points because it's "old news."
– EdgeRank is a running score--not a one-time score. When a
user logs into Facebook, their newsfeed is populated with
edges that have the highest score at that very moment in
time. Your status update will only hit the newsfeed if it has a
higher score--at that moment in time--than the other
possible newsfeed stories.
– Facebook is just multiplying the story by 1/x, where x is the
time since the action happened. This may be a linear decay
function, or it may be exponential--it's not clear.


Using Insights


Follower Wonk Demo


Results


Klout


Prollie


CONTENT MARKETING VS
SOCIAL MEDIA

How Conent Affects Your SEO Rankings


Successful Content Marketing Includes…

• Social Channels
• Blogs
• Email Newsletters
• Webinars
• Tutorial Videos
• Infographics
• E-books


Tools for Content Marketing - Platforms
• InnoBlogs
• Compendium
• DivvyHQ
• InboundWriter
• Kapost
• Contently
• Skyword
• Zerys
• Cadence9
• Relaborate
http://www.britopian.com/2013/04/01/8-platforms-that-will-help-you-feed-the-
Spring 2013 | Entre 528 content-marketing-engine/

Tools for Content Marketing

Social CRM Curation
• Sprinklr • Newscred
• Spredfast • Publish This
• Shoutlet • Percolate
• Expion • Curata
• Hootsuite Enterprise

http://www.britopian.com/2013/04/01/8-platforms-that-will-help-you-feed-the-
Spring 2013 | Entre 528 content-marketing-engine/

Best Example of Content Marketing


Discussion

• Pro’s and con’s of building a personal brand
• Name anyone you have heard of through
social media but you have never met


8 Keys to a Great Social Culture

• Organize for Success
• Enable and Guide
• Build an Infrastructure
• Communicate and Replicate
• Strategize and Measure
• Inspire and Lead
• Innovate and Partner
• Be Prepared

Spring 2013 | Entre 528 Sourced from Ekaterina Walter (Deck in Blackboard Folder)

Discussion / Brainstorming

• Why isn’t social media a purely marketing
function?
• What other parts of the org could benefit
from showing thought leadership, and
engaging with an audience


More Discussion

• Should Social Media come from an agency
who specializes in social media…

… or from the people who know
the brand best


• Free for all
• No one in charge
• “What was the password
to our YouTube Page?”


• Central group initiates
and represents
business units,
funneling social
strategy to one group


• Central group will help
to provide an equal
experience to other
business units


• Each business unit has
semi autonomy, with
an overarching tie
back to central group


• Each individual in the
organization is social
enabled, but in a
constant organized
pattern


Hootsuite


http://www.slideshare.net/HubSpot/7-steps-to-take-your-online-marketing-to-the-next-level

Mention.net


Simply Measured


Haiku Deck


Vizify


Facebook Ads

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