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BUSINESS
COMMUNICATIONS IN THE
     “LOL” AGE
    Dora Smith, Director Global Social Media, Siemens IA
       Chris Reimer, VP Social Media, Falk Harrison
About Us



.




               @DoraSmith || @RizzoTees
About you?
•Anyone using social media?
 •Facebook? Twitter? Foursquare?
 •A blog?
 •LinkedIn...
•Where do you work?
•Social media interest?


                                   @DoraSmith || @RizzoTees
Who’s Your Daddy?



       ?
            @DoraSmith || @RizzoTees
I meant “Big Brother”



•He's watching what you say and what others say about you
•Every person & business in this room needs Google
•To land in the top 20 search results
•Content and credibility are key
                                          @DoraSmith || @RizzoTees
What determines what's on
              top?



.




                     @DoraSmith || @RizzoTees
Content & Credibility

•Enterprise-generated content
•Media and influencer reactions
•Customer-generated content




                                 @DoraSmith || @RizzoTees
What you need to know to be at
    the tip of the iceberg
  An art and a science...


•Art (70% of your success on Google)
•Science (The other 30% - the part that feels like it’s under our
  control)



                                             @DoraSmith || @RizzoTees
The Science

•Truly excellent writing is required, but it’s not enough.
•The LOL age requires the use of best practices




                                            @DoraSmith || @RizzoTees
Timing
•STL tweets study
•Tweetpeat often?
•Beware the latest study....
•Blog early and/or weekends
•Tweet late in the day and week
•Tweetwhen.com

                                  @DoraSmith || @RizzoTees
Frequency

•Different rules for Twitter and Facebook
•Times are changing - you can tweet more than you used to
•10-50 times per day, unless....
•Don't crowd content


                                          @DoraSmith || @RizzoTees
Search / SEO

•Links, keywords, not written by a robot. You are writing for
  human beings
•YouTube has little to do with writing, but....
•What are the keywords your company is targeting? Ask.



                                           @DoraSmith || @RizzoTees
Bridging the
              micro to macro gap
•Blog is your hub - the most important
•Other communication channels can feed into your blog, where
  you can control the message.
•Visitors to your blog can also be sent to your social media
  channels.
•You can say things on Twitter or Facebook that you won’t blog
  about. That’s the power of multiple communication channels
                                            @DoraSmith || @RizzoTees
Do’s and Don’ts
•Think b4 u tweet
•Telstra's 3 Rs: representation, responsibility, respect
•Chrysler - tweet from the right account
•You are not two separate people - no need for two Facebook
  accounts
•Be nice everywhere; don't disparage competitors
•Don’t knee-jerk react to one dissenter
•Don’t delete content!
                                         @DoraSmith || @RizzoTees
A few fun examples
More shenanigans...
The Art

•70% of Google’s algorithm
•REPEAT: 70%
•Companies are still working to grasp this
•“We’ll lose control of our message” (hasn’t that train already left
  the station?)

•This is where media and influencer reactions and customer-
  generated content come from
                                             @DoraSmith || @RizzoTees
Voice

•Finding the right people
  • See Chrysler and Straits Times
  • “Grey hair”
•Either say LOL or don’t
•Be yourself


                                     @DoraSmith || @RizzoTees
Relevancy

•Twitter is not just about lunch. Facebook is not just about
  pictures of your children. These are excuses. To connect...
•If you’re not finding relevant content, you are at the wrong party.
•It's all what you make of it.



                                            @DoraSmith || @RizzoTees
Dialogue

•Yes, answer your customer’s questions. This is two-way
•A blog with no comments is not a blog. It’s a website
•“I don’t have time to moderate it” = “I don’t care what my
  customers think.”
•If you don’t have time for dialogue, consider not using the
  medium

                                            @DoraSmith || @RizzoTees
Personal - The Right Mix


•A proper mix - a diversified stream of content - the 80/20 rule
•This makes your sales & marketing content more digestible
•Why the 80?
 •trust, knowledge, getting to know someone - “shake hands
    before you ever meet”


                                           @DoraSmith || @RizzoTees
Less Is More

•More participants = more noise
•Spammers, and companies that don’t know what they’re doing
•Quality > Quantity
•Don’t talk until you have something relevant to say



                                        @DoraSmith || @RizzoTees
Ask Away




  ?        @DoraSmith || @RizzoTees
Find Us
Dora Smith
dora.smith@siemens.com
http:www.linked in.com/in/dorasmith
dorasmith.x.iabc.com, siemens.com/plm/blog
314.264.8480

Chris Reimer
creimer@falkharrison.com
http://www.linkedin.com/in/rizzotees
rizzotees.com/blog, blog.falkharrison.com
314.283.0458                                 @DoraSmith || @RizzoTees

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Art and Science of Social Media

  • 1. BUSINESS COMMUNICATIONS IN THE “LOL” AGE Dora Smith, Director Global Social Media, Siemens IA Chris Reimer, VP Social Media, Falk Harrison
  • 2. About Us . @DoraSmith || @RizzoTees
  • 3. About you? •Anyone using social media? •Facebook? Twitter? Foursquare? •A blog? •LinkedIn... •Where do you work? •Social media interest? @DoraSmith || @RizzoTees
  • 4. Who’s Your Daddy? ? @DoraSmith || @RizzoTees
  • 5. I meant “Big Brother” •He's watching what you say and what others say about you •Every person & business in this room needs Google •To land in the top 20 search results •Content and credibility are key @DoraSmith || @RizzoTees
  • 6. What determines what's on top? . @DoraSmith || @RizzoTees
  • 7. Content & Credibility •Enterprise-generated content •Media and influencer reactions •Customer-generated content @DoraSmith || @RizzoTees
  • 8. What you need to know to be at the tip of the iceberg An art and a science... •Art (70% of your success on Google) •Science (The other 30% - the part that feels like it’s under our control) @DoraSmith || @RizzoTees
  • 9. The Science •Truly excellent writing is required, but it’s not enough. •The LOL age requires the use of best practices @DoraSmith || @RizzoTees
  • 10. Timing •STL tweets study •Tweetpeat often? •Beware the latest study.... •Blog early and/or weekends •Tweet late in the day and week •Tweetwhen.com @DoraSmith || @RizzoTees
  • 11. Frequency •Different rules for Twitter and Facebook •Times are changing - you can tweet more than you used to •10-50 times per day, unless.... •Don't crowd content @DoraSmith || @RizzoTees
  • 12. Search / SEO •Links, keywords, not written by a robot. You are writing for human beings •YouTube has little to do with writing, but.... •What are the keywords your company is targeting? Ask. @DoraSmith || @RizzoTees
  • 13. Bridging the micro to macro gap •Blog is your hub - the most important •Other communication channels can feed into your blog, where you can control the message. •Visitors to your blog can also be sent to your social media channels. •You can say things on Twitter or Facebook that you won’t blog about. That’s the power of multiple communication channels @DoraSmith || @RizzoTees
  • 14. Do’s and Don’ts •Think b4 u tweet •Telstra's 3 Rs: representation, responsibility, respect •Chrysler - tweet from the right account •You are not two separate people - no need for two Facebook accounts •Be nice everywhere; don't disparage competitors •Don’t knee-jerk react to one dissenter •Don’t delete content! @DoraSmith || @RizzoTees
  • 15. A few fun examples
  • 17. The Art •70% of Google’s algorithm •REPEAT: 70% •Companies are still working to grasp this •“We’ll lose control of our message” (hasn’t that train already left the station?) •This is where media and influencer reactions and customer- generated content come from @DoraSmith || @RizzoTees
  • 18. Voice •Finding the right people • See Chrysler and Straits Times • “Grey hair” •Either say LOL or don’t •Be yourself @DoraSmith || @RizzoTees
  • 19. Relevancy •Twitter is not just about lunch. Facebook is not just about pictures of your children. These are excuses. To connect... •If you’re not finding relevant content, you are at the wrong party. •It's all what you make of it. @DoraSmith || @RizzoTees
  • 20. Dialogue •Yes, answer your customer’s questions. This is two-way •A blog with no comments is not a blog. It’s a website •“I don’t have time to moderate it” = “I don’t care what my customers think.” •If you don’t have time for dialogue, consider not using the medium @DoraSmith || @RizzoTees
  • 21. Personal - The Right Mix •A proper mix - a diversified stream of content - the 80/20 rule •This makes your sales & marketing content more digestible •Why the 80? •trust, knowledge, getting to know someone - “shake hands before you ever meet” @DoraSmith || @RizzoTees
  • 22. Less Is More •More participants = more noise •Spammers, and companies that don’t know what they’re doing •Quality > Quantity •Don’t talk until you have something relevant to say @DoraSmith || @RizzoTees
  • 23. Ask Away ? @DoraSmith || @RizzoTees
  • 24. Find Us Dora Smith dora.smith@siemens.com http:www.linked in.com/in/dorasmith dorasmith.x.iabc.com, siemens.com/plm/blog 314.264.8480 Chris Reimer creimer@falkharrison.com http://www.linkedin.com/in/rizzotees rizzotees.com/blog, blog.falkharrison.com 314.283.0458 @DoraSmith || @RizzoTees