Facebook, linked in, twitter oh my

FACEBOOK, LINKEDIN
& TWITTER, OH MY!
IAN MCGONNIGAL
SVP, CLIENT STRATEGY
& BRAND PERFORMANCE

HASHTAGS:
#SOCIALMEDIAOHMY
#EXHIBITOR2013
FOLLOW:
@IANMCGONNIGAL
@JACKMORTON

OUTLINE
WHY SOCIAL MEDIA?
THE BASICS
BLOGS
FACEBOOK
LINKEDIN
TWITTER
THE PLAN
MEASUREMENT
RESOURCES/TIME MANAGEMENT
BEST PRACTICES

2012 SOCIAL MEDIA
LANDSCAPE

“FRIENDSHIP ACTIONS BUILD ADVOCACY,
WHICH SPARKS CONVERSATIONS THAT LEAD
TO RECOMMENDATIONS THAT TURN INTO SALES
THAT ARE USUALLY HIGHER PROFIT AND LOWER
IN ACQUISITION COSTS.”

- DELOITTE

AVERAGE CONSUMER MENTIONS BRANDS 90 TIMES
PER WEEK IN CONVERSATIONS
REFERRALS BY LOYAL CUSTOMERS RESULT IN 37%
HIGHER RETENTION RATE
50% WEB SALES WILL OCCUR VIA SOCIAL MEDIA
BY 2015
- DELOITTE & MASHABLE

65% OF CONSUMERS HAVE
HAD AN ONLINE
EXPERIENCE THAT
CHANGED THEIR
PERCEPTION
OF A BRAND

97% CLAIMED THAT
EXPERIENCE INFLUENCED
THEIR PURCHASE

- RAZORFISH

AMONG THE TOP 100
BRANDS, THOSE USING
SOCIAL MEDIA, SAW
AN 18% LIFT IN
REVENUE

- ALTIMETER GROUP

SOCIAL MEDIA VALUE PROPOSITION

-‐HubSpot

SOCIAL MEDIA VALUE PROPOSITION

FIND CUSTOMERS

CUSTOMERS FIND YOU

DRIVES ENGAGEMENT

INCREASES SALES

IMPROVES LOYALTY

“WE’RE NOT IN THE BUSINESS OF
KEEPING THE MEDIA COMPANIES
ALIVE. WE’RE IN THE BUSINESS OF
CONNECTING WITH CONSUMERS.”

~Trevor Edwards, Nike

HOW MARKETERS USED SOCIAL MEDIA IN 2012

The Social Media Examiner

“DIGITAL IS THE CENTERPIECE OF A
BROADER CAMPAIGN. I THINK THAT’S
BECOME A REAL INTEGRAL PART OF
HOW WE USE THE WEB, MOVING
BEYOND JUST PROMOTING WEB
ADDRESSES IN TV SPOTS OR PRINT ADS
TO REALLY MAKING THEM A CRITICAL
PART OF THE STORYTELLING FOR THE
BRANDS”
~Rob Master, Unilever

SOCIAL MEDIA SPEND
OVER THE NEXT YEAR

OUTLINE

WHY SOCIAL MEDIA?
THE BASICS
BLOGS
FACEBOOK
LINKEDIN
TWITTER
THE PLAN
MEASUREMENT
BEST PRACTICES

SOCIAL MEDIA IS NOT AN ADVERTISING
PLATFORM.

IT'S AN ENGAGEMENT AND VALUE
DELIVERY PLATFORM.

SOCIAL MEDIA ENABLES US
TO ENGAGE OUR AUDIENCES
AND BUILD RELATIONSHIPS
WITH THEM, RATHER THAN
MARKET AT THEM.

YOU CANNOT CONTROL SOCIAL MEDIA

YOU SHOULD NOT IGNORE SOCIAL MEDIA

YOUR BRAND IS ON SOCIAL MEDIA WHETHER
YOU’RE PARTICIPATING OR NOT

WOULDN’T YOU RATHER KNOW AND SHAPE
WHAT’S BEING SAID?

SOCIAL MEDIA IS MOST EFFECTIVE WHEN
IT’S...

PERSONAL
TRANSPARENT
INCLUSIVE
HONEST
EMOTIONAL (FUNNY)
CONVERSATIONAL
ADDS VALUE TO THE
COMMUNITY
AUTHENTIC

PITFALLS OF SOCIAL MEDIA
POOR STRATEGIC PLANNING
NOT BASED ON OBJECTIVES
NO MEASUREMENT PLAN
INATTENTION TO CONTENT
PLANNING
FAILURE TO LISTEN
LACK OF ENGAGEMENT
POOR UNDERSTANDING
OF REACH AND INFLUENCE
UNDER-ESTIMATION
OF RESOURCES REQUIRED

IT’S NOT ABOUT
REACHING ALL THE
PEOPLE.

IT’S ABOUT REACHING
THE RIGHT PEOPLE.

A BLOG IS A TYPE
OF WEBSITE OR PART
OF A WEBSITE,
WITH REGULAR ENTRIES
OF COMMENTARY, DESCRIPTIONS
OF EVENTS, OR OTHER MATERIAL,
SUCH AS GRAPHICS OR VIDEO
- WIKIPEDIA.ORG

BLOGS HAVE BEEN AROUND SINCE THE 90‘S
TECHNORATI HAS INDEXED
133 MILLION SINCE 2002
77% OF ACTIVE INTERNET USERS READ BLOGS
(NOW 356 MILLION)
2 MILLION BLOG POSTS ARE WRITTEN EVERY DAY
TUMBLR HAS 90 MILLION USERS & 900% GROWTH

BLOGS HUMANIZE YOUR COMPANY
BY GIVING IT A VOICE
AND A PERSONALITY

BLOGS ALSO GIVE YOUR EVENT
A DIGITAL DESTINATION

Blogs give you an opportunity to participate in conversations ranging from communicating event
logistics, to exploring the depth and breadth of content as part of your experience.

BLOGS FOR EVENTS
1. IF YOU DON’T HAVE A BLOG, START ONE
2. ESTABLISH THE RIGHT TONE
3. START EARLY
4. KEEP GOING

BLOGS FOR EVENTS
5. KEEP CONTENT FRESH, VIBRANT & ALIVE
6. USE GUEST BLOGGERS TO GENERATE CONTENT
& INTEREST
7. BRING YOUR OWN AUDIENCE (BYOA)

BLOGS FOR EVENTS
8. ENCOURAGE READERSHIP & PARTICIPATION
9. IMPOSE A TIME LIMIT
10.PULL CONTENT FROM OTHER BLOGS

OUTLINE
WHY SOCIAL MEDIA?
THE BASICS
BLOGS
FACEBOOK
LINKEDIN
TWITTER
THE PLAN
MEASUREMENT
BEST PRACTICES
NEXT STEPS

FACEBOOK IS A
SOCIAL NETWORKING
WEBSITE.
- WIKIPEDIA.ORG

FACEBOOK WAS FOUNDED IN FEBRUARY 2004
THERE ARE OVER A BILLION ACTIVE USERS
ON FACEBOOK
172 MILLION DIFFERENT PEOPLE VISIT
FACEBOOK PER DAY
THE AVERAGE FACEBOOK USER HAS 229 FRIENDS
PEOPLE SPEND MORE THAN 4.7 BILLION MINUTES
ON FACEBOOK EACH DAY

FACEBOOK FOSTERS COMMUNITIES
AROUND YOUR BRAND
AND COMPANY

FACEBOOK FOR EVENTS
1. CREATE A PAGE FOR YOUR COMPANY, CAMPAIGN
OR EVENT
2. BUILD RELEVANT, COMPELLING CONTENT
(DON’T FORGET PHOTOS AND VIDEOS)

FACEBOOK FOR EVENTS
3. TAKE ADVANTAGE OF PLUGINS

• LIKE BUTTON: USERS SHARE PAGES FROM YOUR SITE BACK TO THEIR
PROFILES
• SEND BUTTON: USERS CAN SEND YOUR CONTENT TO THEIR FRIENDS
• FOLLOW BUTTON: PEOPLE CAN SUBSCRIBE TO OTHER USERS FROM
YOUR SITE
• ACTIVITY FEED: SHOWS USERS WHAT THEIR FRIENDS ARE DOING
ON YOUR SITE

FACEBOOK FOR EVENTS
3. TAKE ADVANTAGE OF PLUGINS

• RECOMMENDATION BOX: GIVES USERS PERSONALIZED SUGGESTIONS
FOR PAGES ON YOUR SITE
• LOGIN BUTTON: SHOWS PROFILE PICTURES OF USER’S FRIENDS WHO
HAVE ALREADY SIGNED UP FOR YOUR SITE
• REGISTRATION BUTTON: ALLOWS USERS TO SIGN UP FOR YOUR
WEBSITE WITH THEIR FACEBOOK ACCOUNT

FACEBOOK FOR EVENTS
4. LEVERAGE APPLICATIONS
• WELCOME TAB
• PROMOTIONS
• MARKETPLACE
• CONTESTS
• SOCIAL RSS
• FANAPPZ

FACEBOOK FOR EVENTS
5. LINK TO OTHER FACEBOOK PAGES & BLOGS
6. IDENTIFY, ATTRACT & BEFRIEND THE RIGHT AUDIENCE
(IT’S ALL ABOUT LIKING AND SHARING)
7. ENGAGE

FACEBOOK FOR EVENTS
8. LEVERAGE LOCATION SERVICES WHEN CREATING
EVENTS, SO THAT USERS ARE ABLE TO SEE YOUR
UPCOMING EVENT IN THEIR FEED (NEARBY EVENTS
FEATURE)
9. LEVERAGE PAGE LIKES TO SEND EVENT UPDATES
AND NOTIFICATIONS TO FANS

LINKEDIN IS A BUSINESS-
FOCUSED,
PROFESSIONAL SOCIAL
NETWORK

LINKEDIN WAS FOUNDED IN MAY, 2003
THERE ARE OVER 200 MILLION MEMBERS
22 MILLION DIFFERENT PEOPLE
VISIT LINKEDIN EACH DAY
200 COUNTRIES AROUND THE WORLD
170+ INDUSTRIES
GROWING BY 172K USERS PER DAY
(ABOUT 2 EVERY SECOND)

LINKEDIN IS DIFFERENT THINGS TO DIFFERENT PEOPLE

FIND FRIENDS & COLLEAGUES
AUTOMATIC ADDRESS BOOK
JOB SEARCH
NETWORKING
BUSINESS DEVELOPMENT
SERVICES DIRECTORY
TRUST NETWORK
SUPPLEMENTARY RESUME
NEWS SOURCE

Blogs give you an opportunity to participate in conversations ranging from communicating event
logistics, to exploring the depth and breadth of content as part of your experience.

LINKEDIN FOR EVENTS
1. ADD THE EVENT TO “EVENTS”
2. USE SLIDESHARE TO POST EVENT PRESENTATIONS
3. USE WORDPRESS TO PROMOTE EVENT BLOGS

LINKEDIN FOR EVENTS
4. USE COMPANY BUZZ TO PROMOTE THE EVENT
5. PURCHASE ADVERTISING TILES & BANNERS
6. USE GROUPS

LINKEDIN FOR EVENTS
7. USE ADVANCED SEARCH TO IDENTIFY ATTENDEES,
EXHIBITORS, ANALYSTS, PRESS, MEDIA, PARTNERS, ETC.
8. USE STATUS UPDATES TO BUILD EXCITEMENT
9. USE SHARING TO POST TO OTHER PLATFORMS

LINKEDIN FOR EVENTS
10.CREATE “LINKEDIN NETWORKING SESSIONS”

LINKEDIN FOR EVENTS
11.USE LINKEDIN GROUPS
TO CONNECT WITH PEOPLE
(IN YOUR INDUSTRY) WHO
MIGHT BE USEFUL
OR RELEVANT TO YOU
12.PROMOTE YOUR EVENT
WITHIN THESE GROUPS.
CONNECTING WITH
THE RIGHT PEOPLE ALSO
MEANS THE RIGHT
INFORMATION IS PASSED
ALONG.

LINKEDIN FOR EVENTS
13.USE NETWORK ENDORSEMENTS TO VALIDATE RELEVANT
EXPERIENCE IE. MARKETING, EVENTS, BRAND
EXPERIENCES (THIS WILL DRIVE TRAFFIC TO EVENT PAGE)
14.SIMILARLY, USE ENDORSEMENTS TO FIND EXPERIENCED
PARTNERS, VENDORS, ETC. FOR EVENTS

LINKEDIN FOR EVENTS
15.USE LINKEDIN TODAY TO SHARE RELEVANT ARTICLES AND
BUILD YOUR SOCIAL INFLUENCE

(BUILDING YOUR SOCIAL INFLUENCE MEANS BEING
VISIBLE AND VALUABLE. THIS WILL ALSO EXTEND
THE REACH OF YOUR EVENT.)

TWITTER IS A SOCIAL NETWORKING
AND MICROBLOGGING SERVICE
THAT ENABLES ITS USERS TO SEND
AND READ OTHER USERS’ MESSAGES
CALLED TWEETS.
- WIKIPEDIA.ORG

TWITTER STARTED IN JULY, 2006.
TWITTER HAS 200+ MILLION ACTIVE
USERS.
40 MILLION DIFFERENT PEOPLE VISIT
TWITTER EACH DAY.
37% OF USERS USE THEIR PHONE TO
TWEET.
PEOPLE SEND OUT 55 MILLION TWEETS
EVERY DAY.

TWITTER GIVES YOU AN OPPORTUNITY
TO PARTICIPATE IN CONVERSATIONS.

TWITTER FOR EVENTS

1. THINK IN TERMS OF COMMUNITY, NOT YOUR
BUSINESS
2. CARVE OUT A NICHE (ALIGNED TO YOUR
BUSINESS/INDUSTRY)

TWITTER FOR EVENTS

3. CREATE A ROBUST
PROFILE FOR YOUR BRAND, EVENT OR CAMPAIGN
4. DETERMINE WHO YOU WANT AS FOLLOWERS, &
WHO YOU WANT TO FOLLOW - THINK ECOSYSTEM
(USE SOCIAL SEARCH)

TWITTER FOR EVENTS

5. RECOGNIZE YOU ARE NOT
THE ONLY AUTHORITY
ON CONTENT
6. ENGAGE, INFORM
& RETWEET (EIR)
7. TWEET OFTEN
(BUT NOT TOO OFTEN)

TWITTER FOR EVENTS

8. FOLLOW THE 80 / 20 RULE
9. THINK LIKE A SEARCH ENGINE
10.CREATE & OWN A #HASHTAG, AND USE OTHER
RELEVANT #HASHTAGS IN YOUR TWEETS

TWITTER FOR EVENTS

11.TWEET PICTURES BEFORE, DURING AND AFTER
YOUR EVENT (TO CREATE BUZZ, DRIVE TRAFFIC
AND EXTEND REACH)
12.TWEET VIDEOS (AS THEY HAPPEN) TO SHARE
YOUR EVENT
13.USE VINE TO POST SHORT VIDEOS OF WHAT’S
HAPPENING AT YOUR EVENT

OPERATIONAL & EDITORIAL PLAN

Months - 6 - 3 - 1 Event + 1 + 3 + 6

Platforms

MEASUREMENT
THERE ARE ONLY TWO KINDS OF METRICS:

1. SUCCESS METRICS (KPIS):
“ARE YOU SUCCESSFUL OR NOT?”

2. DIAGNOSTIC METRICS:
“WHY?” OR “WHY NOT?”

THE ANSWERS WILL HELP YOU:
• REPLICATE SUCCESS
• FIX WHAT’S NOT WORKING

MEASUREMENT
PURCHASE
FUNNEL

Fans, Followers, Members, Subscribers, Visits,
Awareness
AWARENESS
Views, Bounce Rate

Shares, Comments, Semantics, Click-throughs,

THOUGHT LEADERSHIP
CONSIDERATION /
Consideration
PREFERENCE Retweets, Downloads

Lead Generation
NURTURING Leads, Opt-Ins, Click-throughs, Downloads

Conversion
CONVERSION Conversions

Posts, Shares, Comments, Semantics, Click-
Loyalty
LOYALTY
throughs, Retweets, Downloads
Posts, Shares, Comments, Semantics, Click-
Loyalty
ADVOCACY
throughs, Retweets, Downloads

RESOURCES AND TIME MANAGEMENT

Where and how What tools might There are so many
do I start? be helpful? possibilities. What should my
How do I make sure Where can I priorities be?
I don’t fall behind? get help?


WE ALL KNOW THAT MONITORING SOCIAL MEDIA
CAN SEEM LIKE A HUGE TIME COMMITMENT.

THAT’S BECAUSE IT IS.

BUT THERE ARE RULES TO FOLLOW (AND TOOLS TO USE)
THAT MAKE IT EASIER.

Creating
Monitoring & Research Creating Initiating Responding Measuring
40% 15% 15% 20% 10%

Engaged
Monitoring & Research Initiating Responding Measuring
50% 20% 20% 10%

Responsive
Monitoring & Research Responding Measuring
60% 20% 20%

Passive
Monitoring & Research Measuring
60% 20%

Radian6


RULES
1. ESTABLISH A GOAL: ARE YOU USING SOCIAL
MEDIA FOR RESEARCH, NETWORKING, SALES,
MARKETING? EACH GOAL MEANS A DIFFERENT
OUTPUT.
2. STRATEGIZE: CREATE A CALENDAR AND FOCUS
YOUR EFFORTS WHERE YOU WILL HAVE THE
LARGEST IMPACT.
3. USE TOOLS THAT HELP STREAMLINE TIME SPENT
ON SOCIAL MEDIA IE. RSS, PING.FM, HOOTSUITE,
ETC.

SOCIAL MEDIA BEST PRACTICES

POST REGULARLY: IT’S ABOUT SHARING FRESH
INFORMATION ON A DAILY BASIS.

DEDICATE A SPECIAL RESOURCE FOR POSTS: YOU NEED NEW
& CONSISTENT CONTENT.

BE HUMAN: DON’T JUST WRITE ABOUT YOUR COMPANY.
TALK ABOUT INDUSTRY NEWS, ASK QUESTIONS, RESPOND IN
A FUN AND FRIENDLY WAY. BE SOMEONE YOU WOULD
WANT TO TALK TO.


PAY ATTENTION: LEVERAGE PREFERENCE / SETTINGS TO
OPTIMIZE YOUR REACH
& SEARCH-ABILITY.

USER-GENERATED CONTENT: TRADITIONAL MARKETING IS A
DIFFERENT STRATEGY.

MAKE FRIENDS: INTERACT WITH OTHER RELEVANT USERS TO
GROW YOUR COMMUNITY.


UNDERSTAND TRENDS: MYSPACE - FACEBOOK - GOOGLE+ –
WHAT’S HOT TODAY IS NOT TOMORROW.

TRACK YOUR PROGRESS: MEASURE INTEREST & RESPONSES,
TWEAK MESSAGES ACCORDINGLY.

FIND A BALANCE: BE A THOUGHT-LEADER, BUT ALSO SHARE
INFORMATION FROM OTHERS.


COMMUNITY REFERRALS ARE KING: RELY ON COMMUNITY
VS. SELF-PROMOTION TO MAINTAIN CREDIBILITY.

DON’T STOP POSTING: CONTINUE
TO COMMUNICATE – ALL THE TIME.

CONVERSE: UNDERSTAND THE DIFFERENCE BETWEEN
BROADCAST (GIVING A SPEECH) VS. ENGAGEMENT
(HAVING A CONVERSATION). ENGAGE MORE.

“IT’S NOT ABOUT YOUR COMPANY OR EVENT,
IT’S ABOUT THE COMMUNITY.

IT’S IMPERATIVE YOU STOP THINKING ABOUT
USING SOCIAL MEDIA TO PROMOTE, AND START
TRYING TO UNDERSTAND HOW YOU CAN BECOME
AN INTEGRAL PART OF THE COMMUNITY.

CHANGING YOUR STATE OF MIND WILL HELP
ENSURE YOU ARE FOCUSED ON THE RIGHT THINGS
AND ENABLE LONG-TERM SUCCESS.”

- IAN MCGONNIGAL, JACK MORTON WORLDWIDE

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