This document summarizes a presentation on using social media successfully. It discusses setting up social media profiles and strategies on platforms like Twitter, LinkedIn, Facebook and Google+. It emphasizes building relationships, generating leads and building your brand through social engagement. Guidelines are provided on social media policies, etiquette and using different networks like setting up a professional LinkedIn profile and basic Twitter profile.
Swan(sea) Song – personal research during my six years at Swansea ... and bey...
Winning With Social: How to Build Your Brand and Generate Leads Using LinkedIn, Twitter, Facebook and More
1. Winning With Social
Ginger
Kidd
Senior
Marke+ng
Manager
Salesforce
UK
@gingerkidd_sf
uk.linkedin.com/in/gingerkidd
Leeds Business Week
September 23, 2013
2. @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
4. @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
7. @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.
8. @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
9. @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
10. @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
12. @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.
13. @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.
16. @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
Twier
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+
27. @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
28. @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
30. @gingerkidd_sf uk.linkedin.com/in/gingerkidd
How
to
get
more
followers
on
TwiBer
ü Follow
other
users
• Colleagues
/
customers
/
prospects
/
partners
/
conference
aendees
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)
31. @gingerkidd_sf uk.linkedin.com/in/gingerkidd
1. Synchronize
your
Twier
and
LinkedIn
account
2. Be
Succinct
-‐
140
characters
means
less
verbiage
3. Be
Timely
-‐
Twier
happens
in
Real
Time
4. Be
Relevant
–
Post
/
Comment
around
your
themes
4 Tips for Twitter
@Olivier_lacroix
36. @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
39. @gingerkidd_sf uk.linkedin.com/in/gingerkidd
1. Synchronize
your
Twier
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
45. @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
50. @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
51. @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
52. @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.
53. @gingerkidd_sf uk.linkedin.com/in/gingerkidd
Example:
Social
Media
Placements
• Salesforce
messages
have
been
promoted
on
Facebook,
Twier
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
08/04/2013
W/C
15/04/2013
W/C
22/04/2013
W/C
29/04/2013
W/C
06/05/2013
W/C
13/05/2013
Social
Media:
Facebook/Linked
in
#1
10th
Facebook/Linked
in
#2 24th
Facebook/Linked
in
#3 8th
Tweets
for
Email
#1
(x4) 10th 15th/18th 22nd
Tweets
for
Email
#2
(x6) 24th/26th 30/2/3 6th
Tweets
for
Email
#3
(x3) 8th/9th 13th
#1 Impact
#2 Inform
#3 Engage
54. @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
55. @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
56. @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