Best practices for managing online relationships, including overall strategy and specific best practices for engaging via Facebook profiles and Pages and on Twitter. Originally presented at Wappow's Search and Social Revelations, Dec. 21, 2010
Insurers' journeys to build a mastery in the IoT usage
Managing Online Relationships
1. Online Relationships
Best Practices
for
Building &
Managing
Online
Relationships
Heidi Miller, Social Media Consultant, www.heidi-miller.com
@heidimiller
http://profile.to/heidimiller
Wednesday, December 22, 2010
2. Goals, not tools
@heidimiller
#huzzah
Wednesday, December 22, 2010
3. Focus
your
strategy
@heidimiller
#huzzah
Wednesday, December 22, 2010
4. Focus
your
strategy
• Who is your target audience?
• What is your marketing goal(s)?
• How will you measure success?
@heidimiller
#huzzah
Wednesday, December 22, 2010
5. Relationship Strategy
• Whom do you want to reach?
• Why?
• What do you want them to do?
• How can you help them?
• How will you know when
you’ve succeeded?
• What are your current
marketing goals?
@heidimiller
#huzzah
Wednesday, December 22, 2010
6. Where are
your key
influencers?
• LinkedIn
• Facebook
• Twitter
• Flickr
• MySpace
• Amazon reviews
• iTunes
• Forums
@heidimiller
#huzzah
Wednesday, December 22, 2010
7. Where are
your key
influencers?
• LinkedIn
• Facebook
• Twitter
• Flickr
• MySpace
• Amazon reviews
• iTunes
• Forums
@heidimiller
#huzzah
Wednesday, December 22, 2010
8. Who are
you
trying to
engage?
@heidimiller
#huzzah
Wednesday, December 22, 2010
9. % Growth of
adults updating
Twitter status
@heidimiller
#tcc10
Wednesday, December 22, 2010
10. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, December 22, 2010
11. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, December 22, 2010
12. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, December 22, 2010
13. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, December 22, 2010
14. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, December 22, 2010
15. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, December 22, 2010
16. Know
your
super-
power
@heidimiller
#huzzah
Wednesday, December 22, 2010
17. Why should anyone interact
with your brand?
@heidimiller
#huzzah
Wednesday, December 22, 2010
18. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
@heidimiller
#huzzah
Wednesday, December 22, 2010
19. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
@heidimiller
#huzzah
Wednesday, December 22, 2010
20. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• After interacting with us will enjoy
_________________
@heidimiller
#huzzah
Wednesday, December 22, 2010
21. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• After interacting with us will enjoy
_________________
• While enabling ______________
@heidimiller
#huzzah
Wednesday, December 22, 2010
22. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• After interacting with us will enjoy
_________________
• While enabling ______________
• Compared to _______________
@heidimiller
#huzzah
Wednesday, December 22, 2010
23. Know before you
Tweet... monitor
@heidimiller
#huzzah
Wednesday, December 22, 2010
24. Set up Google alert
www.google.com/alert
Your name
Your brand
Your product or service
Competitor’s names
Issues
Keywords
@heidimiller
#huzzah
Wednesday, December 22, 2010
25. 1. Enter search term
@heidimiller
#huzzah
Wednesday, December 22, 2010
26. 1. Enter search term 2. Choose Everything
@heidimiller
#huzzah
Wednesday, December 22, 2010
27. 1. Enter search term 2. Choose Everything
@heidimiller
#huzzah
3. Enter email & create
Wednesday, December 22, 2010
28. Build
online reputation
@heidimiller
#huzzah
Wednesday, December 22, 2010
32. Building Presence
• Blogs/podcasts
@heidimiller
#huzzah
Wednesday, December 22, 2010
33. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
@heidimiller
#huzzah
Wednesday, December 22, 2010
34. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
@heidimiller
#huzzah
Wednesday, December 22, 2010
35. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
@heidimiller
#huzzah
Wednesday, December 22, 2010
36. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
@heidimiller
#huzzah
Wednesday, December 22, 2010
37. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
@heidimiller
#huzzah
Wednesday, December 22, 2010
38. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
@heidimiller
#huzzah
Wednesday, December 22, 2010
39. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
@heidimiller
#huzzah
Wednesday, December 22, 2010
40. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
@heidimiller
#huzzah
Wednesday, December 22, 2010
41. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
@heidimiller
#huzzah
Wednesday, December 22, 2010
42. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
@heidimiller
#huzzah
Wednesday, December 22, 2010
43. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
@heidimiller
#huzzah
Wednesday, December 22, 2010
44. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
@heidimiller
#huzzah
Wednesday, December 22, 2010
45. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
@heidimiller
#huzzah
Wednesday, December 22, 2010
46. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
@heidimiller
#huzzah
Wednesday, December 22, 2010
47. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
@heidimiller
#huzzah
Wednesday, December 22, 2010
48. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
•
@heidimiller
#huzzah
Comment on LinkedIn group posts
Wednesday, December 22, 2010
49. Expose yourself
@heidimiller
#huzzah
Wednesday, December 22, 2010
50. @heidimiller
#huzzah
Wednesday, December 22, 2010
51. Act like a person...
not
a
brand
@heidimiller
#huzzah
Wednesday, December 22, 2010
59. @heidimiller
#huzzah
Wednesday, December 22, 2010
60. Be personable...
without being
too personal
@heidimiller
#huzzah
Wednesday, December 22, 2010
61. • Strategize your superpower
keywords and topics
• Focus 75% of your original
content on those topics
• Keep a clear content focus
• Keep a clear brand identity
@heidimiller
#huzzah
Wednesday, December 22, 2010
62. Keep a topical focus
• Strategize your superpower
keywords and topics
• Focus 75% of your original
content on those topics
• Keep a clear content focus
• Keep a clear brand identity
@heidimiller
#huzzah
Wednesday, December 22, 2010
63. Setting up your Facebook
profile/Page
@heidimiller
#huzzah
Wednesday, December 22, 2010
64. Profile Basics
• Use logo for Facebook Page
• Use consistent, friendly, professional profile photo everywhere else
• Person’s face
• No kids or pets
• Create consistent one-line brand statement
• Create consistent one-paragraph statement
• Representatives should disclose company relationships
• Use www.knowem.com to save name across SNS
• Capture your brand or as close as you can get to it
@heidimiller
#huzzah
Wednesday, December 22, 2010
65. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah
Wednesday, December 22, 2010
66. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah
Wednesday, December 22, 2010
84. General rule: keep
videos fun and
under two minutes
Wednesday, December 22, 2010
85. Tip: www.Animoto.com
creates free, animated videos
from your photos
General rule: keep
videos fun and
under two minutes
Wednesday, December 22, 2010
86. Setting up your Twitter
profile
@heidimiller
#huzzah
Wednesday, December 22, 2010
88. Profile do’s
Handle: Descriptive,
shortest version of
your brand
@heidimiller
#huzzah
Wednesday, December 22, 2010
89. Profile do’s
List brand name
Handle: Descriptive,
shortest version of
your brand
@heidimiller
#huzzah
Wednesday, December 22, 2010
90. Profile do’s
List brand name
Handle: Descriptive,
shortest version of
your brand List email so friends
can find you via
email
@heidimiller
#huzzah
Wednesday, December 22, 2010
92. Profile do’s
Link to
brand
website
@heidimiller
#huzzah
Wednesday, December 22, 2010
93. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, December 22, 2010
94. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, December 22, 2010
95. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, December 22, 2010
96. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, December 22, 2010
97. Twitter engagement
best practices
@heidimiller
#huzzah
Wednesday, December 22, 2010
98. What to Tweet?
links to interesting stuff
based on topical interests
@heidimiller
Wednesday, December 22, 2010
99. What to Tweet?
links to interesting stuff
based on topical interests
@heidimiller
Wednesday, December 22, 2010
100. Link shorteners
http://is.gd.com
http://tinyurl.com
http://adjix.com
http://bit.ly (has tracking)
http://snurl.com
@heidimiller
Wednesday, December 22, 2010
101. What to Tweet?
links to videos
based on topical interests
@heidimiller
Wednesday, December 22, 2010
102. What to Tweet?
links to videos
based on topical interests
@heidimiller
Wednesday, December 22, 2010
103. What to Tweet?
links to your posts
based on topical interests
@heidimiller
Wednesday, December 22, 2010
104. What to Tweet?
links to your posts
based on topical interests
General rule: promote others’ content 8x
as often as your own
@heidimiller
Wednesday, December 22, 2010
105. What to Tweet?
questions
based on topical interests
@heidimiller
Wednesday, December 22, 2010
106. What to Tweet?
questions
based on topical interests
@heidimiller
Wednesday, December 22, 2010
107. What to Tweet?
where you’re going
based on topical interests
@heidimiller
Wednesday, December 22, 2010
108. What to Tweet?
where you’re going
based on topical interests
@heidimiller
Wednesday, December 22, 2010
109. What to Tweet?
breaking news
based on topical interests
@heidimiller
Wednesday, December 22, 2010
110. What to Tweet?
breaking news
based on topical interests
@heidimiller
Wednesday, December 22, 2010
111. What to Tweet?
customer service updates
@heidimiller
Wednesday, December 22, 2010
112. What to Tweet?
customer service updates
@heidimiller
Wednesday, December 22, 2010
113. What to Tweet?
links to funny stuff
based on topical interests
@heidimiller
Wednesday, December 22, 2010
114. What to Tweet?
links to funny stuff
based on topical interests
@heidimiller
Wednesday, December 22, 2010
116. Answer the questions
• What are you reading?
• What are you commenting on?
• What are you blogging?
• What are you furious about?
• What are you excited to see?
• What do you need right now?
@heidimiller
• What are you wondering about?
Wednesday, December 22, 2010
118. Answer the questions
• What would you like to ask?
• What are you participating in?
• Who are you with?
• What are you talking about?
• What are you laughing about?
• What are you rolling your eyes over?
@heidimiller
Wednesday, December 22, 2010
119. Which is more relevant?
@heidimiller
Wednesday, December 22, 2010
120. Which is more relevant?
eating oatmeal fighting off zombies
@heidimiller
Wednesday, December 22, 2010
122. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
Wednesday, December 22, 2010
123. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
Wednesday, December 22, 2010
124. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
Wednesday, December 22, 2010
125. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
Wednesday, December 22, 2010
129. The Power of the
ReTweet
@heidimiller
Wednesday, December 22, 2010
130. Rules of the ReTweet
• Read the linked article
• Give credit to original
poster
• Add a hashtag
• Add a commentary
• Shorten if necessary
Wednesday, December 22, 2010
131. Rules of the ReTweet
• Read the linked article
• Give credit to original
poster
• Add a hashtag
• Add a commentary
• Shorten if necessary
Wednesday, December 22, 2010
132. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
list suggestions of cool people to follow on Fridays
@heidimiller
Wednesday, December 22, 2010
133. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
list suggestions of cool people to follow on Fridays
@heidimiller
Wednesday, December 22, 2010
134. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
list suggestions of cool people to follow on Fridays
@heidimiller
Wednesday, December 22, 2010
135. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
list suggestions of cool people to follow on Fridays
@heidimiller
Wednesday, December 22, 2010
136. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
list suggestions of cool people to follow on Fridays
@heidimiller
Wednesday, December 22, 2010
137. Shared Posting Tools
•➡
www.cotweet.com
Set up cotags
➡ Schedule Tweets
➡ Assign Tweets to team members
➡ Take and share notes on Twitter users
•➡
www.hootsuite.com
Set up cotags
➡ Schedule Tweets
➡ Schedule Facebook updates
➡ Get link stats
Wednesday, December 22, 2010
138. Tips for relationship building
• Be generous and gracious. Check your ego at the door.
• Stay on topic. Post content related to your stated, keyword interests and
expertise.
• Don’t be That Guy: no blatant self-promotion. Help others first and most.
• Set guidelines and trust employees to be personable without being too
personal.
• Be omnipresent: take advantage of cross-
posting automation.
• Be a nerd: track and measure everything.
• Be patient: allow yourself to make mistakes.
• Be generous with comments, praise, likes,
opinions, responses and reTweets.
Wednesday, December 22, 2010
139. Social CRM:
Building &
Managing
Online
Relationships
Heidi Miller, Social Media Consultant, www.heidi-miller.com
@heidimiller
http://profile.to/heidimiller
Wednesday, December 22, 2010