The FIVE Biggest Social Media Mistakes

The FIVE Biggest Social Media Mistakes
And How to Avoid Them

Presented by:
Leslie Vickrey, CEO and Founder
Michelle Krier, VP Marketing and Digital Services

www.clearedgemarketing.com

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ITA Affinity Partner

• ClearEdge helps ITA members stand out from the crowd and win new opportunities. Through the following
services, we help ITA members improve lead generation, expand brand reach, build name recognition and
enhance relationships:

 Branding & Messaging
 Digital/Interactive/Social Media
 Public Relations
 Campaigns
 Sales Collateral
 Event Support


Agenda

• Five Biggest Mistakes
• Honorable Mentions
• Case Studies in Social Media
 TrunkClub
 EmPowerHR
• Discussion
Thank you to our case study participants!
• Final Questions
Trunk Club: Joe Jarvis
@TrunkClub

EmPowerHR: Pat Cerone
@EmPowerHRpro


5 Biggest Mistakes

1. Not knowing your social targets
2. Implementing a scattered strategy
3. Sharing without listening
4. Putting the wrong person in charge
5. Making poor content choices


Mistake #1

Not Knowing Your
Social TARGETS

?

6

Who‟s Your Target?

• Have You Defined Your Social Media Audience by Site?
 Customers/clients – Where are they active online?
 Key media – Where are they active online?
 Job seekers – Where are they active online?
 Employees – Where are they active online?

• Conduct Market Research: What You Need to Know
 Are your key audiences on social media?
 Where are they?
 How do they interact with brands in the social media space?
 What kind of content do they respond to?


Follow the POST Methodology

People. What kind of clients and prospects do you
have? Where do they spend time online?

Objectives. What are your goals for using social
media? Gain insights? Activate raving fans? Brand
awareness?

Strategy. How do you want to change your
relationship with your community over time? What do
you hope to get out of these relationships?

Technologies. What applications should you use to
reach your audience?

Source: Forrester Research


Social Media
Demographics: Age

Source: Pingdom.com Blog


Social Media
Demographics: Gender

Source: Pingdom.com Blog


ITA Survey Results

Q: Which social sites does your business use most?

1 2 3


Targeting Questions

Do you know your targets‘ social media habits?

Are you able to analyze the social media activity of your targets?

12

Mistake #2
Implementing a
Scattered STRATEGY

13

Why You Need Social Media Strategy

• Need to be able to measure progress, success and ROI
 With no plan, there is nothing to measure

• Need to allocate RESOURCES
 Who can contribute?

• Need to know who‘s RESPONSIBLE
 Leadership and accountability are vital to any marketing or technology project

• Need to establish SOCIAL MEDIA OBJECTIVES for all business groups
 Marketing – branding
 Sales – leads
 HR – candidates
 R&D – product/service insight


What Your Strategy Must Define

WHY the business is engaging
social media?
WHAT the business wants
social media to accomplish?
HOW each of those goals will
be achieved.


Conduct Research: Lead Generation Example

• Facebook is the most important social media lead generation tool for B2C MARKETERS
 77% acquired a customer through Facebook
 60% acquired a customer through company blogs

• LinkedIn is the most important social media lead generation tool for B2B MARKETERS
 65% acquired a customer through the professional network
 60% acquired a customer through company blogs
 43%Facebook
 40% Twitter

— Data Source: Hubspot, February 2012

16

ITA Survey Results

Q: What is the main
reason your
business uses
social media?


ITA Survey Results

Q: What‘s next on your social media agenda?


ITA Survey Results

Q: Does your company have a social media policy?


Social Media Strategy Questions

Does your company have a social media strategy?

Does your company have a social media policy?

What are the biggest challenges in developing social media strategies and policies?

20

Blah…blah..blah…. Blah…blah..blah….
Blah…blah..blah… Blah…blah..blah…
Mistake #3 Blah…blah..blah….
Blah…blah..blah….
Sharing without LISTENING Blah…blah..blah…. Blah…blah..blah….
21 Blah…blah..blah…. Blah…blah..blah….

Sharing without Listening

• Too much focus here

• Not enough focus here


Sharing without Listening

• Social media is about connecting…
 With clients/customers
 With prospects “63% of B2B marketers are either vaguely aware or not
 With media aware what is being said about their companies online”
 With partners Source: Penton Marketing Services„ 2011 B-to-B Marketing Needs Survey
 With employees

• If you‘re not listening, you are losing…
 Fans
 Opportunities to improve and get ahead of the competition
- Suggestions from customers, insights into product/service trends
 Business leads


What to Remember

The four key benefits of social media for users:

1 2

Community Communication

3 4

Collaboration Collective
Intelligence
Source: Steve Nicholls, ―Rethink ‗Social‘ for Your Supply Chain," Supply & Demand Chain Executive


Critical Listening Tips

• Check regularly for comments and tweets Is anyone I have a
listening? great idea…
• Respond!
• Follow the conversations…wherever they go
 Competitor sites
 Blogs
 Industry groups and publications
Very cool….
I don‟t
like….
“51% of best-in-class companies use website social sharing
tools, compared to 36% of average firms while 49% use keyword-
based social media monitoring, compared with 39% of their more
average peers. “

—Aberdeen Group 2012 Study: "B2B Social Meeting Marketing:
Are We There Yet”


Listening Tools


Social Listening Questions

Does your business struggle to listen via social media?

Have you gained business insights from customers/clients on social media?

What keeps you from listening?

27

Mistake #4

Putting the WRONG Person in Charge

28

Is Your Social Media Specialist Right?

• Questions You Need to Ask
 How well does he/she know the company and its products/services?
 How seasoned is he/she on the job and in the industry?
 How well connected is he/she across your organization and customer/client /partner base?
 What‘s his/her social media background?
 What‘s his/her digital marketing background?
 Has he/she been trained?
 What qualifies him/her for the role?

Remember: Social media is user friendly but not easy!


What Knowledge Should a Social Media Champion Have?


What Traits Should a Social Media Champion Have?

• Love spending time online
 Extremely comfortable with social media as a private user and a business user

• Excellent communication skills
 Writer
 Editor

• Good at making connections
 Able to communicate and engage people of different backgrounds
 Able to engage audiences and identify what is important to them


Social Media Manager Questions

Do you have a social media manager?

Do you think you have the right person on the job?

What skills or traits are hardest to find in a social media manager?

32

ITA Survey Results

Q: What has been
your biggest social
media win?


ITA Survey Results

Q: What are your
biggest social
media challenges?


Mistake #5
Making Poor Content
Choices

ITA Survey Results

Q: What type of
content does your
company post on
social media?


ITA Survey Results

Q: How often do you update your MOST utilized social site?


ITA Survey Results

Q: How often do you update your SECOND MOST utilized social site?


Common Content Issues

• NOT ENOUGH content
 Content is not fresh enough to keep people coming back
- “92% of blog users who posted multiple times a day acquired a customer through their blog. That figure falls
to 66% for those who blogged monthly and 43% for those who posted less than monthly.”
(Source: Hubspot: Online Marketing Opportunity Report)

• Not USEFUL OR INTERESTING to visitors
 Content that is only about the business and its happenings will bore visitors
 Content must speak to their interests
 Content must inform or entertain


Common Content Issues

• Lack of ORIGINALITY
 Too much taken from other sources without providing original content
 Linking away sends visitors…away

• CARELESSNESS
 Private message goes public
 Insensitive or offensive content distributed


Unfortunate Examples

Chrysler Qantas
―I find it ironic that Detroit is known as the Company launches a ―win a Dream Luxury flight‖
#motorcity and yet no one here knows how to Twitter contest one day after strikes ground its
f**king drive‖s engaging social media? fleet and thousands of customers flights have
been canceled. engaging social media?

Kenneth Cole
“Millions are in uproar in #Cairo. Rumor is they heard our new
spring collection is now available online at http://bit.ly/KCairo -
KC‖ social media?

Source: “Top 12 Social Media Blunders of 2011,” Inc.com

41

Ways to Improve Content

• EXPAND who is contributing and define their audiences
 SMEs
 Executives
 PR/communication staff

• POST HIGH-VALUE content consistently
 Use a schedule/content calendar

• VARY content
 Video, blogs, graphics, photos, articles, events, links, podcasts, etc.

•

Ways to Improve Content

• Have a GATEKEEPER
 Nothing should go out unvetted

• TRACK responses
 Leverage data to understand what content gets good response

• Focus on SEO
 Use SEO best practices to improve how prospects find you online


Social Media Content Questions

Who produces the majority of your social media content?

What kind of content do your visitors respond to best?

What content do you enjoy most on social media?

44

Recap: 5 Biggest Mistakes

1. Not knowing your social targets
2. Implementing a scattered strategy
3. Sharing without listening
4. Putting the wrong person in charge
5. Making poor content choices


Social Media Mistake Honorable Mentions

They didn’t make our top five,
but here are a few more mistakes to watch out for:

• Being unclear or confusing your audience: Google April Fools product launch
 Google made a big blunder with this when they released Gmail on April Fools Day
• Telling customers or clients they are wrong: Apple
 Steve Jobs rudely responded to users who found a legitimate, if small, iPhone glitch
• Failing to respond with grace: Ryan Air vs. Red Cross
 Ryan Air mocked a user who noticed an online hiccup
 Red Cross leveraged an accidental tweet from its staff to create an innovative blood for beer blood drive
• Restricting social communications – Walmart
 Walmart suffered powerful social media backlash after deciding to restrict what users could say on its
social media sites


ITA Social Media Case Study

Trunk Club

Trunk Club – Joe Jarvis @TrunkClub

• Who they are: A men's clothing service where a personal stylist handpicks a trunk of high-end clothes and
ships it to you for free.

Discussion: Find TrunkClub on:
• Social media management
• Business goals for social media
• Biggest challenge
• Recent trends
• Advice


ITA Social Media Case Study

EmPower HR

EmPowerHR – Pat Cerone @EmPowerHRpro

• Who they are: An HR company that offers expertise and value to small and mid-sized businesses, in both the
Chicagoland area and throughout the country.

Discussion: Find EmPowerHR on:
• Social media management
• Business goals for social media
• Biggest challenge
• Recent trends
• Advice


It‟s Your Turn…
Questions? Comments?


Resources

• Forrester‟s Social Technographic Profile: http://empowered.forrester.com/tool_consumer.html
• List of Monitoring Tools: http://smallbiztrends.com/2012/09/20-free-social-media-monitoring-tools.html
• Social Media tools:
 Twittercounter.com
 Twiangulate.com
 Rapportiv.com
 Commun.it
 Nutshell.com
 HootSuite.com
 SproutSocial.com
• ―Rethink „Social‟ for Your Supply Chain," Supply & Demand Chain Executive, Steve Nicholls:
http://www.sdcexec.com/article/10757022/rethink-social-for-your-supply-chain
• "B2B Social Meeting Marketing: Are We There Yet,‖ Aberdeen Group 2012 Study: http://www.aberdeen.com/Aberdeen-
Library/7635/RA-social-media-marketing.aspx
• Pingdom Report: Social Network Demographics in 2012: http://royal.pingdom.com/2012/08/21/report-social-network-
demographics-in-2012/
• Hubspot: Online Marketing Opportunity Report: http://www.hubspot.com/online-marketing-opportunity-by-industry
• Top 12 Social Media Blunders of 2011, Inc.com http://www.inc.com/ss/caitlin-berens/top-12-social-media-blunders-2011#1


Connect With Us Anytime

Leslie Vickrey, CEO and Michelle Krier, VP Marketing
Founder and Digital Services
Tel: 312.731.3149 Tel: 414.617.3103
E-mail: lvickrey@clearedgemarketing.com E-mail: mkrier@clearedgemarketing.com
Twitter: @lvickrey Twitter: @michellekrier
LinkedIn: www.linkedin.com/in/leslievickrey LinkedIn: www.linkedin.com/in/michellekrier
www.twitter.com/clearedgemktg www.twitter.com/clearedgemktg


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