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Winning With Social
Ginger Kidd Senior Marke+ng Manager Salesforce UK
@gingerkidd_sf
uk.linkedin.com/in/gingerkidd
Leeds Business Week September 23, 2013
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Agenda
• Why Social?
• Se-ng up a Social Media Strategy
• Se-ng up Your Social Profiles • Twi<er • LinkedIn • Facebook • Google+
• How to use Social for Success • Building RelaHonships • GeneraHng Leads • Building Your Brand
• Q & A
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Why use Social?
u Build RelaHonships with Customers, Prospects, and Industry Peers
u Generate More Business
u Build Your Brand
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
The World is going Social
u Your customers and employees are using social
u Your future customers and employees are using social
u Your compeHtors are using social
……….And they’re talking about you, your company, your industry, the latest news
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Social Media Strategy
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
The Basics
• Social Media need not be complicated
• Set a Social Media Strategy and/or Policy
• Communicate it effecHvely
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Three pillars of Social…
Grow Fans & Followers
Advertising, quality content, promotions & contests to increase your audience. Fully integrate with campaigns, events, email marketing, inbound marketing etc.
Engage with your community
Respond to queries, share relevant content, capture interest and create leads. Track conversations and industry topics, identify influencers. Crisis management.
Educate / Nurture your audience
Build out the Content Calendar. Drive traffic to website and other lead-gen tools. Extend reach of existing campaigns and assets.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Salesforce Social Strategy
Likes into Leads
Generate core leads from social with dedicated
campaigns backed up with advertising. Innovative
Facebook apps. Double down on LinkedIn.
Events
Improve show rates with dedicated social media
engagement plan. Onsite Social Media Command
Centre.
Campaign Integration
Align closely with campaigns team to ensure a consistent
voice in the region. SMB campaign to drive traffic/leads
to SMB Centre.
Press & Analysts
Systematically track top influencers & develop an
engagement strategy. Regular reporting via Marketing Cloud
Socialising Social
Activate the UK army to extend our social reach. Tap into the networks of our most social
employees. Provide coaching and encouragement to non
social-savvy.
Build the Community
Be more proactive in building our UK community. Extend the
global MVP program. Influencer engagement. SocialSuccess Mic-Ups
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Salesforce Social Media Policy
Rules for pos=ng online • Don’t share company or financial informaHon • Be honest and transparent • Be respecVul • Don’t make forward looking statements • Don’t register channels without prior consent
Tips for pos=ng online • ConversaHons are a two way street • Know your audience • Be interesHng • Remember that quality ma<ers • Think before you post
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Salesforce Social Media Policy
• ���Don’t share company or financial secrets You cannot discuss any material informaHon that is not already in the public domain. Including the following:
• Revenue • Growth by product line, vertical, or
region • Expense management or hiring • Analyst commentary about the
company • Share price • Industry rumours
• Potential or pending acquisitions or investments
• Deals in the pipeline • Unannounced customers • Pricing • Future product release dates • Security and performance • Executive leadership
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Iden=fica=on
• Be completely transparent about who you are and your professional role.
• Never pretend to be someone you're not.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Social Media E=queBe
ü Be professional & polite. ü Avoid potentially controversial or divisive topics. ü Don't use language that people might find offensive. ü Don't discuss anything you wouldn't talk about at a business dinner. ü Don’t bad mouth brands – they could be your next customer. ü Don't talk negatively about competitors – they could be your next
employer. ü Know when to disengage. Don't feed the trolls. ü Don't post photos that portray you in an unprofessional light.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Keep in Mind
ü 80/20 Rule - For every 2 pieces of promo type of content you have, share 8 pieces that are of a helpful nature.
ü Understand the way people use each social network, and the etiquette for each network, before you begin using it for business.
ü Share information that is useful to your community, and they will accept a little bit of your own promotional messages.
ü Never say anything online you wouldn't say to someone's face, or you wouldn't want to see on the front page of the newspaper attributed to you.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Your Social Profiles
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Your profile is your Total Online Presence
• Facebook • LinkedIn • Twi<er • YouTube • Google+ • Slideshare • Pinterest • Flickr • Own Community
(Blog etc)
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
How many accounts should I have?
Personal accounts vs. Business accounts vs. Hybrid • Network dependent • Personal choice • Company Brand
You should have a professional presence on LinkedIn & Twi<er as a minimum Follow and connect with brands on Facebook, even if you don’t want to share company content Don’t forget about Google+
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Setting up Your Profiles
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
u A ‘must’ for business
u Fastest growing network
u Quick engagement
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
What the….?!?!
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Basic TwiBer Profile is all you need
You are not an Egg!
Who is this guy? He looks funny!?!
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Use your own name for your Twi<er ID. Do not use some combinaHon with your company
name
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Use your full name as the descripHon.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Fill out your bio with a combinaHon of professional and personal informaHon to give people a sense of who you are. Say that you
work for @salesforce.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Include a link to your blog or LinkedIn profile, so people can learn more about you.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Include a locaHon on your profile.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Use a professional looking photo that shows your face well enough so that
people can recognize you.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
How can I Personalise TwiBer ?
@Olivier_lacroix
ü Personalise your Background
ü UserName with your name
included
ü Good photo of your head
ü Link to your website/Blog
ü Custom URL
ü Use hashtag (#something)
ü Use @mention (@someone)
ü Include something personal
Remember: Twitter is a network of real PEOPLE
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
1. Define your Goal
2. Define the type of user profile you want to target
3. GeneraHng value for these contacts
4. Engage with your contacts. Create Trust
5. Use this trusted connecHon to drive your business
Using Twitter for Business
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Make Sure You Know The Basics
• # hashtags • @menHons
• Direct Messages (DMs)
• RTs vs Retweets • Lists • Bit.lys
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
How to get more followers on TwiBer
ü Follow other users • Colleagues / customers / prospects / partners / conference a<endees
ü Respond to quesHons & comments
ü Seach by #hashtags to follow topics, events, news ü Use #hashtags to be part of that conversaHon ü Share valuable content ü Add your own commentary – don’t just be a re-‐tweet-‐
machine ü Follow the 80/20 rule (only 2 promoHonal posts per 10 posts)
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
1. Synchronize your Twi<er and LinkedIn account
2. Be Succinct -‐ 140 characters means less verbiage
3. Be Timely -‐ Twi<er happens in Real Time
4. Be Relevant – Post / Comment around your themes
4 Tips for Twitter
@Olivier_lacroix
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
u A ‘must’ for business
u Excellent search and
targeted marketing
options
u ‘Non threatening’ due to
business focus
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Use the same professional looking photo on LinkedIn that you used on Twi<er.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Get your profile as close to 100% complete as possible. Use relevant keywords in your headline. This helps people find you.
Headline
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Create a custom URL for your LinkedIn profile by going to “Edit” your Public Profile
under your se-ngs.
Custom URL
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Write a keyword-‐based about who you are, what you do, and why someone would want to connect with
you. Light up your profile with your voice.
Your summary should be more than just your CV.
Summary
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Add relevant skills to your profile.
Skills
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Describe your current posiHon with a keyword-‐based descripHon of the company and what
you do.
Current
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
1. Synchronize your Twi<er and LinkedIn account 2. Connect
• Build your network conHnuously
• Add only people you know or have worked with
3. Be Responsive -‐ Get mobile app and check InMail daily
4. Engage – Post / Comment around your themes
5. LinkedIn Premium – if you want to use to do business
Tips for LinkedIn
@Olivier_lacroix
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
u Very large network
u Moving towards paid
advertising model
u Builds social profile quickly
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Consider using the same professional looking photo on Facebook, especially if you will be using it for business. At the very least, use a
professional avatar.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Add your current posiHon and other informaHon on the About page so it shows on
your profile page.
About
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Current
Describe your current posiHon with a keyword-‐based descripHon of the company and what
you do.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Write a general descripHon of yourself and provide a link to any relevant websites
About You
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
1. Decide if you’re using profile for work vs. personal or both 2. Have a company presence
• Build your corporate page
• Consider promoHng your page via ads
3. Connect to TwiBer and LinkedIn • Post once, share on all channels
4. Use analy=cs • To monitor page traffic
• To idenHfy who’s engaging with you brand
Tips for Facebook
@Olivier_lacroix
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
u Don’t Forget about Google+
u More people than you think
u Drives SEM results
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Follow the same principles: Professional photo, current posiHon, locaHon, summary of informaHon.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Tips for Social
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Why use Social?
u Build RelaHonships with Customers, Prospects, and Industry Peers
u Generate More Business
u Build Your Brand
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Top Tips for Building Rela=onships
ü Follow Key Influencers & Peers in your industry ü Have steady and consistent content ü Add some personality to it!
• Photos • Personal touch
ü Track the insights you’ve gathered… AND USE THEM!
• Conversation Starters • Targeted Campaigns & Messaging • Build Loyalty & Advocacy • Build Future References
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Top Tips for Genera=ng Leads via Social
ü Keep your profiles consistent and up to date
ü Have a goal in mind – plan your strategy around it
ü LinkedIn is sHll King for business! Connec=ons – News – Profile Views – InMail
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Integrate Social Media into Campaigns to drive more leads
ü Graphics to show daily click throughs to the landing page from Twitter, LinkedIn and Facebook.
ü Twitter is most popular route and spikes
can clearly be seen when a new Twitter post goes out.
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Example: Social Media Placements
• Salesforce messages have been promoted on Facebook, Twi<er and LinkedIn
• Dates for the posts coincide with the dates that the emails are sent out to generate wider awareness
Innovation Campaign -‐ campaign elements:W/C
08/04/2013W/C
15/04/2013W/C
22/04/2013W/C
29/04/2013W/C
06/05/2013W/C
13/05/2013Social Media:Facebook/Linked in #1 10thFacebook/Linked in #2 24thFacebook/Linked in #3 8thTweets for Email #1 (x4) 10th 15th/18th 22ndTweets for Email #2 (x6) 24th/26th 30/2/3 6thTweets for Email #3 (x3) 8th/9th 13th
#1 Impact
#2 Inform
#3 Engage
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Why build your Brand?
ü Within your organisa=on • Increase your visibility • DifferenHate yourself from your peers
ü Increase credibility in your customers • Live & Breathe your company message • Viewed as “trusted advisor” rather than just selling
ü Externally • Generate brand awareness and reach • Build Industry ConnecHons • Open New Career OpportuniHes / Recruitment
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Don’t have the Time…
ü Get Mobile • LinkedIn, Twitter, Instagram
ü Use Twitter Tools
ü Use existing Resources • Blogs and Informational sites
• Other company’s Twitter Pages
• Leverage your Peers & Colleagues
ü Link all your accounts • Post once, post everywhere
ü Plan it into your day! • You only need 15 mins to have an impact
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Don’t have the Time…
ü Get Mobile • LinkedIn, Twitter, Instagram
ü Use Twitter Tools
ü Use existing Resources for content • Blogs and Informational sites
• Other company’s Twitter Pages
• Leverage your Peers & Colleagues
ü Link all your accounts • Post once, post everywhere
ü Plan it into your day! • You only need 15 mins to have an impact
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
Ques=ons?
Ginger Kidd Senior Marke+ng Manager Salesforce UK
@gingerkidd_sf
uk.linkedin.com/in/gingerkidd
@gingerkidd_sf uk.linkedin.com/in/gingerkidd
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