Creating Content and Engagement for Facebook, Linkedin and Twitter (by W2O Group & SBA)
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This webinar is brought to you by the U.S. Small Business Administration (SBA) and the W20 Group. The focus is an introduction to creating content and engaging on social networks Like Facebook, LinkedIn and Twitter for small businesses. Aaron Strout | @aaronstrout was the moderator of the webinar. Jim Storer | @jimstorer, a small business owner and Greg Matthews | @chimoose (also of W2O Group), were the panelists.
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Creating Content and Engagement for Facebook, Linkedin and Twitter (by W2O Group & SBA)
- 1. #SBASocial Creating Content and Engagement for Facebook, Linkedin and Twitter Aaron Strout & Greg Matthews (W2O Group) & Jim Storer (Community Roundtable) May 2013
- 2. #SBASocial • Aaron Strout, Managing Director, W2O Group • Blog: http://blog.wcgworld.com • Twitter: @aaronstrout Today’s Speakers • Greg Matthews, head of MDigitalLife • Blog: http://blog.wcgworld.com • Twitter: @chimoose • Jim Storer, Principal, Community Roundtable • Blog: http://www.communityroundtable.com/blog/ • Twitter: @jimstorer
- 3. #SBASocial • We ARE recording this webinar. You will receive an e-mail with a link to the webinar in the next 48 hours. • Feel free to ask questions via the “Questions” module in the GoTo panel on the right of your screen. • If you want to follow along on the back- channel via Twitter, the hashtag is #SBASocial. Housekeeping Special thank you to Justin Levy of Citrix for providing today’s GoTo Webinar platform – gotomeeting.com
- 4. #SBASocial It’s Easy to Become Distracted or Lost in Speed of Change
- 5. #SBASocial What Social Media Is and Isn’t
- 6. #SBASocial A Tectonic Shift Has Occurred Where, how and when conversations happen • Language: Customers speak online in their first language (there are 10 languages that reach 88% of people online, worldwide) • Location: Facebook, Twitter, forums, other social places online. Different locations for different purposes. • Time of Day: Lower volume during day, high volume in evenings The new prime time is 9pm to 1am in your time zone
- 7. #SBASocial All Age Groups Are Using Social Media SOURCE: Pew Research Center’s Internet & American Life Project surveys 2005-2012
- 8. #SBASocial Understanding the Ten Areas of Online Influence Influence Areas Trend Relevance Audio Favorite of sales force, customers on the go Podcasts of all types, plus audio tracks of video segments are an undefined area of online, yet have growing utility Blogs >200MM; trend is to have multiple blogs, multiple languages We should know the top influencers by topic who drive relevant share of voice. The numbers of influencers are small, precision is key. Data / Slides 80MM uniques at SlideShare A great location to share all public presentations. Forums The engine of conversations online; often patient driven Knowing who is driving conversation in forums is key. We should treat high volume moderators with the same respect as we do with journalists. Images Is all content tagged to impact natural search? Companies often forget to tag all content in the 10 languages that reach 90% of the online population. Micro Blogging An effective way to alert influencers, help propel news cycles A great opportunity to build a network of influencers who want to share your news in real time. Twitter is a prime example. Search Yes, Google is #1, but YouTube is #2 We need to know the influencers on the first screen for our brand and key topics. We also need to understand where people are taken when they search. Social Networks The communities that are often our “first place” to go online Our day often starts and ends with Facebook or MySpace or Orkut or other depending where we live. Video Consumption habits are starting to favor video vs. copy There are over 50 video sites to analyze, which sometimes house ratings and reviews of our products. Wikis Free online peer edited online encyclopedia Nearly every topic has a Wikipedia entry, which means it could be the first information a consumer finds about any topic they are seeking information about.
- 10. #SBASocial Facebook (social network) • 1 billion+ users • Over 60% log in daily • Average user has 130 friends • Average user spends 55 minutes per day on site • More than 70 languages • >80% of users outside USA • Other social networks • Google+ • LinkedIn • Path Source: Facebook -http://newsroom.fb.com/Key-Facts (December, 2012)
- 11. #SBASocial Twitter (micro blog) • Twitter o Over 200 million users worldwide o 20% of U.S. adult internet users are on Twitter o Fastest growing social network in 2012 • A “tweet” o A message up to 140 characters long o Can include a link to other websites or images Source: Media Bistro http://www.mediabistro.com/alltwitter/twitter-growth_b36955 (February 2013)
- 12. #SBASocial • 200 million users in 200 countries • 74 million users in U.S. • 2 new signups/second • More than 2.7 million companies have LinkedIn Company Pages. • LinkedIn members are sharing insights and knowledge in more than 1.5 million LinkedIn Group LinkedIn (Business Social Network) Source: http://press.linkedin.com/about (December 2012)
- 13. #SBASocial And Now for the Good Stuff 13
- 14. #SBASocial 1. Developing an Ecosystem Strategy 2. Building a Thriving Community 3. A Small Business Case Study Building Community with Facebook, Twitter & LinkedIn
- 15. #SBASocial Image by @BillJohnston (Autodesk) Developing an Ecosystem Strategy
- 16. #SBASocial How Do You Build a Thriving Community?
- 17. #SBASocial Have a Clear Goal
- 23. #SBASocial A Small Business Case Study
- 24. #SBASocial Working in a small business, my time is very fragmented by many tasks.
- 25. #SBASocial Awareness Is a Major Goal as a Small Business Goals 1. Awareness • Value creation • Content distribution 2. Engagement • Conversation • Advocacy 3. Leads • Exposure • Development • Opt-in Access Metrics 1. Lurking • Website Uniques • Twitter RTs 2. Engaged • Twitter Followers/RTs • Blog Subscribers • Blog Comments 3. Pro-active • Fill out form • Conversations
- 26. #SBASocial Strategy: Using Twitter to Spread Thought Leadership & Create Value Thought Leadership 1. Community Maturity Model 2. Blog Posts 3. Podcasts Value Creation 1. Consolidating & curating information/content 2. Partnering broadly to introduce audience to trusted resources 3. Promoting people, events, & resources
- 27. #SBASocial Positive Results – Especially in Building Awareness
- 28. #SBASocial Important Things You Can’t Predict
- 29. #SBASocial Online activation A tactical guide
- 30. #SBASocial The online activation model Read Connect Share Create
- 31. #SBASocial Read • Stay in tune with the topics your customers care about – and filter out the rest • Ensure that you can access all the relevant news – in 15 minutes a day or less.
- 32. #SBASocial Read • Stay in tune with the topics your customers care about – and filter out the rest • Ensure that you can access all the relevant news – in 15 minutes a day or less.
- 33. #SBASocial Read • You can collect feeds from outlets … • But also from Google News searches
- 34. #SBASocial Read • You can collect feeds from outlets … • But also from Google News searches
- 35. #SBASocial Connect • As you see the channels your customers like to use, connect with them there. • It’s probably not all of these places … but facebook and twitter are good bets to start • Others can be added in over time as you build proficiency
- 36. #SBASocial Share • As you learn what kinds of content your customers are interested in through reading and connecting … • Start sharing it with them (Feedly and Flipboard make this really easy to do directly from your reading list) • Gradually mix in your own content
- 37. #SBASocial Create • Start to share your own content … in whatever form makes the most sense for your customers
- 38. #SBASocial Getting Started • Read and update news feeds – add and delete feeds depending on interests • Scan twitter feed for interesting content • Search for relevant hashtags on twitter Read • Import contacts to Twitter/ LinkedIn • Follow people who use hashtags that interest you • Scan relevant lists, linkedin groups or facebook pages to find relevant people to follow Connect • Retweet content from an account you follow • Post a link to interesting article on LinkedIn • Share a customer’s Instragram photo on your facebook page (w permission) Share • Tweet commentary about interesting article from reading list • Create blog posts, videos, images or tweets about your brand AND your communityCreate
- 39. #SBASocial The “21 Day Plan”
- 40. #SBASocial THANK YOU! • Aaron Strout, Managing Director, W2O Group • Blog: http://blog.wcgworld.com • Twitter: @aaronstrout • Greg Matthews, head of MDigitalLife • Blog: http://blog.wcgworld.com • Twitter: @chimoose • Jim Storer, Principal, Community Roundtable • Blog: http://www.communityroundtable.com/blog/ • Twitter: @jimstorer
Editor's Notes
- Lots of shiny objects… Key is to think about whether these tools help people communicate in ways that add value, or if they are just a distraction.
- It is not a bunch of tools – it is the way people communicate today. Like a telephone line.
- Important to approach this methodically and choose the channels that make the most sense for what you’re trying to achieve.
- Go to the flipchart and explain what a hashtag is. A way for people to filter conversation on Twitter to the specific topic they’re interested in. Spend time on this – I usually open up Tweetdeck and show them how it works with a column for a hashtag like #hcsm. Leave them with a few hashtags to follow like #hcsm and #hcsmeu (health care social media – EU) May be able to show them a hashtag.
- Rules codify the culture you would like to promote and set the expectations for behavior. Useful to document things you want to encourage as well as things that are not acceptable.
- Have regularly scheduled events – cadence is important. Cadence sets the expectation and models behavior for members – if you want people coming back daily, you need to have something valuable going on every day.
- Be Multi-modal: Text, images, video; Asynchronous, Synchronous
- Identify the individuals in your community who are most enthusiastic and supportive. Give them tools, special access, and air time because they pull in others, rally the troops, and give your community a sense of soul.
- Most problems/issues don’t go away however, also really important have the judgment to understand which issues and how to respond to them.