Mastering social media in 44 minutes or less v3
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social media overview of LinkedIn, Wikipedia, Twitter and how to create a social web presence at zero cost
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Mastering social media in 44 minutes or less v3
- 1. Mastering social media in 44 minutes or less Your mileage may vary jeff.medaugh@gmail.com @jeff_medaugh
- 2. obviously you have a web site right?
- 3. a typical startup landing page
- 5. now we need to find you
- 6. branding yourself on Google means knowing about Google weirdness
- 7. what website ranks higher than all others on Google search?
- 8. LinkedIn ranks highest over all social networks and web builder sites
- 9. Google ranks blogs in this order:
- 10. In video: outranks
- 11. Flickr is the only photo site Google cares about
- 12. now let’s talk about you
- 13. You have a Wiki entry, right?
- 14. Your Wiki page is humble There is no marketing on Wikipedia
- 15. you can promote on
- 17. IP example
- 18. Is Facebook important? Facebook is weird, you have to “like” a company to complain about them
- 19. if your target market uses these sites, you should be there also Trending toward social / mobile apps and less web access
- 20. Net/net – Use LinkedIn robustly, also use Facebook especially if you are doing B2C solutions. Use Wordpress for blogs and Vimeo but since blogs and videos can be linked, it’s less important.
- 21. Legal Issues You can be liable by accident
- 22. Typical Legal Issues • Defamation • Intellectual Property • Trade Secrets • Rights of Publicity • Publication of Private Facts • Intrusion into Seclusion https://www.eff.org/
- 23. most common problems: oversharing customer info, leaking trade secrets, the comments field
- 24. monitor spam, flame wars and trolling on all your forums constantly
- 26. You need a video channel Even if you have a face for radio
- 27. What I learned from
- 30. lessons learned: high production costs delivered 63 views links were buried, tags were wrong, speaker was not attractive
- 31. same subject, different format, 2680 views, no cost
- 33. New Rules for Video • Less than 3 minutes (hit song, not concept album) • Check sound quality, composition and lighting but strive for authenticity • Create a YouTube or Vimeo channel – Product Features and Demos – Customer Testimonials – Interviews with thought leaders (i.e. you) – Turn off comments! (Or monitor hourly)
- 34. techniques for looking bigger and smarter
- 35. The Marketing Content Ladder SOURCE: http://convinceandconvert.com
- 36. Reuse and Expand: • You post something on a forum and get positive feedback • The forum post becomes a blog entry with a bit more detail • The blog entry becomes a white paper or longer form article or video • The white paper becomes collateral • Rinse/repeat in slightly different formats
- 37. you post similar content but in different formats
- 38. because you don’t control how people get there
- 39. Web Wrapup • Cover the basics – Wiki, LinkedIn, Facebook • Be aware of legal issues • Use SHORT videos, strive for authenticity • Be a friendly expert, post to forums, be a voice in your community • Use Marketing Content Ladder and feedback loops from posts/comments
- 40. monitoring and measuring additional links at the end of this deck but strive for quality first
- 41. Twitter: The Final Frontier
- 42. interestingness
- 43. your twitter persona is your personal brand
- 44. be useful and promote as little as possible
- 45. get others to promote you instead via RT (retweet)
- 46. avoid auto-DM except for events or customer support
- 49. example: persona
- 50. example: boring
- 53. final example: boring celebrities Yet together they have 22 million followers
- 54. so there.
- 55. Last word on Twitter Use #hashtags Try to co-op hash tags that relate to your company and use them consistently
- 56. Who is the one person who should never tweet?
- 57. Wrap Up • Your mileage may vary, be patient • Be consistent, strive for quality • Pimp occasionally but get others to pimp for you and RT them • Use all channels, you never know who is watching • Don’t be boring
- 58. Web Resources: • Writing content for search engines: – Check Google autocomplete – Keywords: freekeywords.wordtracker.com – Google Tools: google.com/trends adwords.google.com/select/KeywordToolExtern al – seokeywordanalysis.com/seotools – vretoolbar.com/keywords
- 59. Tweet Resources: • Tweet 2 to 4 times a day at max – Use Buffer or TweetLater to queue up tweets and release them during the day • Tweet between 8 am and 7 pm • If it could be a press release, don’t bother
- 60. Resources: measuring/monitoring – Twitter Tools • Facebook Grader • Twitter Grader • Topsy • Tweet Effect • Tweet Stats • What the Trend • Tagal.us (dictionary of hashtags)
- 61. Questions? jeff.medaugh@gmail.com @jeff_medaugh
Hinweis der Redaktion
- Hi all, my name is Jeff Medaugh and I have a few slides on how to use social media and web resources to give your startup an edge over all the other startups out there. Most of this is based on experience but I have some data and some examples to back up the key points. I will post these slides as well so you don’t have to copy down the URLs for some of the resources. And when I say social media, I’m not just talking about Twitter, I am including more traditional websites like Google, Facebook and LinkedIn. And I will show you some techniques to use as much of the internet as possible to get your company out there and to make you look a lot bigger than you really are.
- We’ll start with the basics, I’m sure the first thing you did was put up a website. You do have a website, right?
- Here is an example of a typical landing page. This is a company in the UK run by some friends of mine. They have an amazing product but you wouldn’t know it from the web page. If you can read this, what do you think they are selling? What they have is a tool that automatically documents java code as you write it. This eliminates the need for technical writers or having a developer spend time documenting code after it is written. They also have some software that tracks changes in the code and updates the documentation. So they have an amazing product but they probably need to spend more time on their web presence.
- Here’s a better example. This is Cipherpoint (they are a IP member) and it’s pretty clear what they do, they offer encryption for Microsoft Sharepoint. There are some nice design features here like a lot of white space and buttons to take action. From the main page you can select demo, contact and trial. I think both companies have excellent solutions, this one is just presented better. But this is not a presentation on web design.
- The main purpose of web and social media is to get your company discovered. How do we find you on the interwebs?
- Branding yourself in the internet means you have to know a little bit about how Google sees you and how Google ranks web pages. Most of the Google algorithms for search are top secret and I suspect that many of the rules are political rather than empirical. Remember, we are trying to get you on the first or second page of a Google search because only 20% of users go past page two.
- Do you know which of the most popular websites is number one, or most likely to appear on page one of Google. Any guesses?
- LinkedIn should always come up on page one of Google. Therefore your first web presence probably should be on LinkedIn. And everyone involved with the new company should have a robust LinkedIn presence. You want complete profiles of the company and you want complete profiles of everyone working there. More on this later.
- For blogs, Google ranks the blog sites in this order. I don’t know why. Like I said earlier Google is more political than empirical.
- This is also true for the video sites, although this is less of an issue with videos since you can link to them from your web pages or other social sites. YouTube ranks surprisingly low on Google, it’s about tenth in the pecking order of Google searches.
- You probably won’t do as much with photos, but Flickr is about all Google cares about for photos. Otherwise you will likely be on page three or four of a search. You can test this out yourself.
- But let’s start with the basics. We’ll start with the web resources and then we will move on to social media. We’ll do Twitter last.
- Don’t forgot to create and update a wiki page. This is usually considered the most “neutral” web presence but many people will check to see if you have a wiki page to see if you are legitimate. If you can link to some technology wiki pages (mobile payments, cloud security, whatever it is that you do) that gives you some credibility and also helps to put your company in context. You are also defined somewhat by your competitors, but don’t link to them on your Wiki page.
- So your Wiki page is the most humble statement about your company with no promotion or exaggeration. This is an example from Cloudera which is one of the hottest silicon valley startups. Cloudera does “big data” which is the analysis of unstructured information in large amounts. Companies using this technology are looking for patterns – so you will see this used by insurance companies, retail chains and casinos for example. So you have a hot company in a hot technology and yet the wiki entry is very modest.
- So we know that your LinkedIn page will come up on page one of a Google search. You can mix in some marketing on your LinkedIn page. In fact, your LinkedIn page should be similar to your own web page but in the LinkedIn format. Looking at this page, you can see tabs for overview, careers, products, etc. You also see company updates (which implies that things are happening) and on the right you have followers and connections. So your LinkedIn page should look like this.
- And here is Cloudera’s proper home page, this is a screenshot, the main frame is dynamic and cycles through some links and videos. You can compare the content and format in Wikipedia, LinkedIn and your own web. But you should have all three.
- Here is Cipherpoint’s LinkedIn page. They don’t have the products or insights tabs but otherwise it’s a good LinkedIn page and they have some followers. The text is kind of modest, more like a Wiki page but it’s clear what they do.
- Now I want to ask you about facebook. I have worked mostly in the B2B space and I don’t have a lot of experience selling directly to consumers. Does anyone here do a consumer product? Like a mobile app? From a marketing point of view, Facebook is hard to measure. It doesn’t lend itself to traditional programs, that’s why General Motors, for example is dropping their Facebook presence. What do you think? Is Facebook important?
- If you are selling to consumers, these community sites are popping up like crazy. Pinterest has the highest growth since Facebook. And you have similar sites popping up every week. If you know your demographic is using one of these you probably should be on it. There is a trend in this market toward less and less web access and more mobile apps usage. It will be interesting to see how this evolves…
- So in addition to your own web site, make sure you are using LinkedIn and Facebook, although Facebook can deliver mixed results (you have to “like” a product on Facebook before you can complain about, for example). Blog results go in this order on Google – Wordpress, Tumblr, Blogger.
- Before we leave the web, be aware that anything you create is subject to traditional laws regarding defamation, slander, etc. I know that you are not planning to build a website based on character assassination but keep in mind that this applies to comments also. So keep a close eye on comments and community forum posts if you are managing a community
- Here are some typical legal issues with posting on the web. Obviously this applies to everything including videos and tweets. It’s unlikely that anyone would do this on purpose, but you have to manage your sites and contents. Examples would be posting information about a beta customer without their permission or allowing a flame war to occur in a community forum. A great resource for all of this is the Electronic Frontier Foundation, their website is posted here. You can also learn about Creative Commons Licensing and follow all the developments on net neutrality. So you should bookmark this if you haven’t already.
- Most people do not get into trouble on legal issues on purpose. The most common problems are oversharing customer info (maybe you have a beta customer and you say more about them than they are comfortable with). You might have an employee make a blog post on a topic without knowing that it involves trade secrets. And any comments that get out of control can be an issue. Just be aware that the web doesn’t protect you from liability issues.
- So if you have forums, keep the conversation going but be ready to clean up any spam, flame wars or trolling. Make sure you remember where all your forums are.
- We’ll assume that you have a web site, you are not in jail and you have a decent presence on LinkedIn and Facebook. Facebook if you are doing something with consumers. So now we want to turn up the marketing volume a bit and go Hollywood. So you need a Vimeo or YouTube channel.
- In my last job at HP, we spent a lot of time and money developing a video channel to showcase our HP and Microsoft solutions. I learned many expensive lessons from this program which I will share with you now.
- I am going to use personal experience here to prove a point. This is what I learned from YouTube. I learned (looking at the comments and views) that we gained nothing by having high production values. We also learned that most of the videos were way too long. Viewers would simply bail out after a minute or two, and you will find a lot of research that verifies this. I find myself getting bored quickly with some of these and these are my own products!
- So we had a channel on YouTube called “Coffee Coaching”. These were short videos on HP and Microsoft solutions. This was aimed at channel partners primarily but they were public so we assumed customers would see them also. There is a ‘Coffee Coaching’ channel on YouTube, there is a Facebook group and a LinkedIn group, all pointed to the same content. This was a very expensive program.
- Here is where I learned I had a face for radio. I wrote scripts for other speakers and I did a few of these myself. You can see we hired models, we had background music. I am standing in a studio and reading off a teleprompter. I am talking about the Business Decision Appliance which was one of my products. You can see graphics and some animation. It cost us $14,000 to do a day of these. We did about 20 of these in a day. Let me stop this and put your out of your misery.
- So we learned that spending a lot of money did not translate to a lot of views. Once the video was finished it was not tagged correctly, it was buried in a site with 300 other videos and the speaker was not very attractive.
- So let me show you an alternative. This is the same topic, a different speaker, filmed with a FLIP video camera for free. We filmed this in an office on the Microsoft campus.
- You saw my video with the bullet points and supermodels. This is Dana, one of the developers, doing an unboxing of one of our appliances. This is filmed with a Flip camera, no script and no lighting. It’s a little long, but we learned that authenticity is a very big deal in videos. This is kind of the anti-marketing version of my video. So I would contend that you can do short little videos like this one and gain a lot of credibility. He also tagged this one with terms like “business intelligence” and posted it on a couple of BI blogs. So this video was actually promoted, the other one was just buried in a YouTube channel that no one watches.
- So here are my rules for doing videos. Make it short. Make sure the sound is good and the lighting is good but beyond that strive for an authentic experience. You want a low-key friendly expert on the screen. They know you are a startup, let them get to know the personalities behind the company. With permission, try to get some customers or experts to promote your product –it’s always better coming from someone else. And be sure you either turn off YouTube comments or stand by for random insults and swearing, which you will have to clean up continuously. I would probably turn off comments and just link from the main web pages.
- So we’ll finish up the web portion with some techniques to make you look bigger and smarter.
- Once you have the usual sites covered, there are some tricks you can use to recycle and reuse content. There is a concept called a marketing content ladder, which just means you repurpose and reuse popular or useful content. You can go to this link for more details and examples.
- Let’s say you are an expert in something (hopefully relating to your startup) and you post a hint or shortcut that generates some positive feedback. Since you have a little feedback that this is useful information you then do a blog post with some more details. The comments get better, so you keep going with different formats and more details, so each topic appears four times or more in different formats and on different sites. This could end up being a podcast, a video, slideshare or an article for print media. Whenever you do tradeshow presentations, interviews, etc, think of ways to reuse that content as much as possible because people will be coming at it from many different directions.
- The idea is that when something gets positive feedback, you repost that somewhere else in a slightly different format.
- Because you never know where people are going to see it and where it might end up. And it helps to have slightly different formats. Some people like videos, some people read white papers, you never know. You can go to the website I mentioned earlier to see some examples.
- So to summarize, you can read the list here. Just remember the weirdness of Google and the order in which Google displays results. You need to be on page one. Watch the comments, don’t overshare customer information. Use videos and try to be a voice in your domain of expertise. The Marketing Content Ladder lets you reuse content that gets good feedback.
- We won’t have time to cover this in today’s topic (maybe we can do this in another session) but there are a handful of free monitoring tools that you can use to track visitors, trackbacks and the like. You can set up RSS feeds, Google Alerts and use LinkedIn Answers. I have some links at the end of the deck that have more details. If you were running a proper marketing ecosystem you would start with baseline info, compare communications channels and the like. But in general, you want to attract quality, not quantity. So if your LinkedIn, Facebook and Twitter followers are all C-level executives, industry analysts and venture capitalists, you are probably on the right track.
- Finally we come to Twitter, which is probably what everyone has been waiting for. Twitter is relatively simple so most of my notes on Twitter have to do with style and substance rather than how to send a tweet. There is a little bit of data on how to attract followers that can be summarized in a single word.
- This may or may not be a real word. This is a word that I first saw on Flickr (full disclosure I was a beta user) when we first started tagging photos. Caterina Fake, I think, came up with this tag that other users would apply to photos they liked. But I think we should use it as a measure of Tweets. So you are aiming for interestingness first, and the rest will follow.
- I think the hard part about Twitter is that if you are the CEO of a startup, you want to project an image or persona of an entrepreneur, but you don’t want to lose you soul either. So although you don’t want to post spring break 1999 photos, you don’t want to be a soulless business man either. So you should be yourself but maybe in the PG-13 version. Just as you are branding your company, you also need to brand yourself. And everyone on the team should have some kind of personal brand also. And one person should not tweet at all.
- As on the web, your Twitter persona should be something like a helpful expert. You should post interesting information (perhaps a link to your blog or other content). You should retweet things that are interesting to you but give props to the original poster. You can promote events like tradeshows, webinars and conferences you are attending. But you need to be careful doing a product pitch as a tweet. Promoting your product often comes across as dull. So as a rule of thumb, if what you are saying could be a press release it is probably not an interesting tweet.
- In my experience, there is nothing more valuable than a customer testimonial from someone who loves your product. They can say things you can’t say. And often customers find different benefits than you imagined when you built it. So the most powerful thing you can get is a customer tweet that you can retweet (with their permission). This is also true for analysts, other experts or anyone who is looking at your product and knows what it is and what the significance is.
- In general, you don’t want to direct message your followers but most people are okay with reminders for events or verification from customer support. In general, I don’t like generic twitter handles but if it’s from ACME_Events or ACME_Support I think most follower are fine with it. I want to show some examples of good and bad tweets on the next couple of pages. I will show you some people I follow on Twitter and I will point out some things I like and don’t like about these. Not all of these are strictly business.
- This is Maria Popova and her twitter handle is brainpicker which is also the name of her blog. She has a knack for finding really interesting content. She also has a very short and witty writing style. She rarely uses all 140 characters. So you use her as an example of style and interestingness.
- This is friend of mine from Belgium who is an expert on cloud computing. He’s not witty or charming but he thinks about cloud computing 24 hours a day. You can see he has a typo in the first tweet, he speaks four languages so this happens sometimes. He had a blog called “CloudSource” and he uses this hashtag when he references his blog. So you don’t have to be witty and charming, Christian is the definition of a friendly expert. So try to be yourself as best you can, strive for authenticity.
- This is Aaron Levie, he is the CEO of Box.net which is a startup in silicon valley which is worth about 1 billion dollars. I think he is 28 years old now. His tweets are all about the experience of running a startup. He’s funny and opinionated. His personality really comes through and he has a ton of followers. No hashtags, just a few links, but a big personality.
- Here is what not to do. I think this violates every rule. This is the Dell Outlet blasting out Tweets announcing a 15% discount. Information like this is perhaps somewhat useful but it becomes monotonous.
- This is Kate Leggett, a industry analyst from Forrester. She posts info on webinars and events and she uses links and hashtags in nearly every post. So don’t forget the hashtags. She also gives props to other twitter users.
- This is my twitter feed from last week. I mostly post about business and startups but I also have a life. So I like science and bike racing and I mix in some non-work related stuff now and then. I post the business related tweets both to LinkedIn and Twitter. So the startup tweet about Sqrrl appeared on both LinkedIn and Twitter but the bike race tweet was just on Twitter. So if you just see me on LinkedIn it’s all business.
- And our final example, this is Kanye West. I was looking through his tweets and it looks like every single tweet is promoting a concert, an album or some kind of Kanye West merchandise. He has one re-tweet, some girl wearing his designer boots. Celebrities will promote your product via twitter for a small fee. I think Kim Kardashian will retweet for about $7000. Paris Hilton will retweet for about $3000. You will instantly get 20,000 to 30,000 followers. I’m not sure what happens after that.
- So you can either do everything I just said or you can hire Kim Kardashian and get 20,000 followers. The choice is up to you, I just wanted to show you the hard way to master social media.
- To summarize, be interesting, don’t pimp too much and try to get others to promote your company so that you can retweet them. You can tweet from LinkedIn to grow your base, since the same comments go to your LinkedIn connections and your twitter followers.
- Who is the one person in your company who should never tweet?
- This is my take on social media as of September 2012. Things change. It will take time to get twitter followers, be patient. Use the marketing ladder technique to re-use popular content.
- We didn’t have time to cover writing for search engines but you can use these links to find keywords that relate to your company. Start with Google autocomplete and see what comes up. You will want to know the best keywords to describe your products and services.
- Here are a couple of notes on twitter. Develop a persona, don’t spam, tweet during business hours and don’t be boring. You can use tools like Buffer and TweetLater to spread out your tweets. And my rule of thumb is that if it looks like a press release, don’t tweet it.
- We don’t have time to talk about a full blown digital marketing campaign but here are some tools for measuring and monitoring twitter topics. Again strive for quality over quantity. Remember to do the basics, set up your personal brand as a friendly expert, use video channels and tweet useful information with links and hashtags and you’ll be better than 90% of the people out there.
- So that’s it for me. I can stay as long as you like or you can reach me using this info. Send me an invitation on LinkedIn and I will accept. Any questions or comments? Was this information useful? Did we miss anything?