Success in social media relies on providing a great user experience (use-ability), killer content (like-ability), convenient sharing options (share-ability), and search engine optimization best practices (find-ability).

1. The “Ability” to Achieve Social Media Success
Use-ability
Like-ability
Share-ability @KurtKrejny
Director of Online Marketing
Find-ability
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Success!
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2. Make Audience Participation Easy
USE-ABILITY
Social Channels
Tablet Apps Social Apps
Your Website
Smartphone Apps Offline Media
In-Person
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3. Make Audience Participation Easy
• Provide a great user experience or people will leave
USE-ABILITY
• Poor usability weakens social media efforts
• Cater to all segments of your audience
• Timing: frequency, regularity, scheduling, responding
• Is there a person behind the message?
• Proper brand representation
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4. Make Audience Participation Easy
• Follow usability best practices with social icons & sharing widgets
USE-ABILITY
• Placement, consistency, conventions, accessibility, user testing
• People opt-in to your social media, so make participation easy!
• Open social profiles in a new browser window
• Keep people on your site when using sharing widgets
• Increase interaction using Facebook & Twitter logins
• Find out what social channels matter to your audience
• Research, ask them directly, follow key influencers
• Know the limitations of each social channel
• Be careful not to diminish your brand and message
• First impressions are important on social channels too
• LinkedIn Company page, Facebook page, Twitter bio,
YouTube channel, Google+
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6. Create Timely and Compelling Content
• Solve problems with great content, design and tools
LIKE-ABILITY
• Entertain and engage, encourage discussion and participation
• Editorial calendar / seasonality / pre-scheduled posts
• Leverage trends
• Ask your audience what they want
• Don’t post at inconvenient times
• Recognize and reciprocate (share content from others)
• Support brand evangelists
• Avoid being overly promotional
• Weave in off-topic posts
• Reward and incentivize
• Contests, Polls, Promo codes
• Recycle great content
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8. Provide Tools to Spread Your Message
• Determine what should be sharable
SHARE-ABILITY
• Blog posts, landing pages, images, video
• Choose the right sharing options/channels
• Be mindful of option overload
• Pre-populated message to increase visibility
• URL shorteners to maximize your message
• Images/Video draw attention & are easy to digest
• Video overlays or calls to action
• FeedBurner sharing options
• Integration with mobile sites and smartphone apps
• Text sharing options within content
• Promote hash tags in content
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10. High Visibility Gets Traffic
• Your audience is looking for you on the social channels
FIND-ABILITY
• Don’t be over run by unofficial social accounts
• Optimize for your brand name
• Complete all profile details
• Build links to your profiles
• Rank in the search engines
• Proactive reputation management
• Cross-link profiles
• Standardized hash tags
• Double check your profile restrictions
• Thumbnails and profile pictures
• Promote profiles in print media, email, video, storefront
• QR codes for quick access
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12. Measure, Analyze, Adjust
• Website Analytics
SUCCESS
• Referral Traffic, Social Interactions, Conversions, Multi-channel Funnel
• Conversions
• Coupons redeemed, Call tracking
• Determine the value of a social visitor
• Does your CRM system incorporate social?
• Social Channel Insights
• Facebook, YouTube, LinkedIn
• Fans / Followers
• Likes / Shares / Re-tweets
• Influencer Reach (Klout)
• Sentiment Analysis
• Search Engine Results Pages
• Inbound Links
• Reduced Customer Service Emails / Calls
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13. Questions?
www.FathomDelivers.com
Online Marketing with Results that Matter
Kurt Krejny
@KurtKrejny
Director of Online Marketing
Live Tweet Your Favorite Tips
#NEOWUD11 via @FathomOnline