As presented at CloudExpo 2013 in Santa Clara. It represents my opinions alone - not those of my employer.
This presentation is given by someone who went from being a social media zero to creating a strong value-creating presence - and learned a lot of lessons along the way.
There are lots of ways to create a social media "empire" - this presentation describes one of them. It's based on my own personal journey.
Through research, trial and error, I’ve built my own little Social Media Empire.
• I’ve got around 32000 followers on Twitter.
• About 30,000 people read my articles and blog posts every month.
• Out of 500+ million worldwide Twitter users, I’m ranked in the top 30,000.
• My last 50 tweets reached well over a half million people.
• On a monthly basis, I reach some 30 million eyeballs just on twitter alone.
This Social Media following is a valuable asset.
My goal for this presentation is to help you build your version of this asset.
6. •
•
•
•
•
Key guiding principles
Key lessons learned
Most important tactics and strategies
At least “one way of getting from here to there”
Enough knowledge so that you can figure out the rest
7. • Some general rambling (creating
context)
• Top “words of wisdom”, “must dos”
and “how tos”
• “Tools of the Trade”
• Putting it all together: real-life case
study
10. •
•
•
•
•
•
Reaches a lot of people
Affordable price point
Offers something of value to people
Is delivered to a targeted audience
“Next Steps” are usually very apparent
If at first you don’t succeed, hit them with more
junk mail
11.
12.
13.
14. •
•
•
•
•
•
•
•
•
•
•
•
Get funding for your startup
Raise money for your charity
Increase inbound leads by 10%
Get a new/better job
Get consulting gigs
Convert people to your religion
Become semi-famous in some niche
area
Meet interesting people
Sell a lot of Girl Scout cookies
Feed your ego
World domination
Build a following
19. • You want LOTS of impressions. It all starts
with impressions.
• You want highest possible conversion rates:
– From Timeline to “read”
– From “read “ to “actioned”
• And “Plan B” isn’t a bad idea.
“In the absence of Quality, try substituting
Quantity”
– Do plenty of tweets
– Have lots of opportunities for conversions.
20. Impressions are primarily a
function of two things:
– How many followers you have
– “Message Amplification”
Also… things like “timing” have an
impact.
• If you have deep pockets, you
can “buy” impressions.
21. Starts with knowing who your target audience is
It continues indefinitely
• You’ve defined your Audience
• You’ve internalized the “Target Persona”
• You’ve created your “Social Media
Persona”
• Now: Start expressing yourself (i.e. time
to start tweeting)
23. You need to reach far beyond your
existing base of followers:
• Attach your messages to popular
topics with well-researched #Hashtags
“flea on the dog” approach
• Get other people to spread the word
for you - Re-tweets
P.S. Tweets should never be 140 characters
24. (Unless you are famous already)
YOU NEED MORE
“Nudge, Flatter & Cajole” tactics not
only work, they are an absolute
necessity
25. Net New Followers =
# New Followers – # unfollowers
• Expect to lose followers
• Track/baseline it
• WHO you lose is more important
than how many you lose
26. • “Broken Record”
– Know your audience
– Create compelling content
– Create enough compelling content
– Become a “real & likeable person” to
them
• Engage
• Reach out
• Stay “fresh”
27. •
•
•
•
•
“Broken Record”
Good writing is important
Be interesting, catchy, have a hook
Easy to read / easy on the eyes
Every “actionable” tweet: WIIFT? Clearly
expressed value/benefit
• Clearly described “next step” action
• Don’t confuse your audience. Simplicity.
• If there is no conversion option, your
“conversion rate” is zero. Most tweets
should have a conversion event.
28. I have just laid out a set of principles
and a course of action which
theoretically works.
Probably none of you could actually
make it work.
You need an “unfair advantage”
Most people are transcribing books by
hand, you need a printing press.
29. Three things needed to scale and
maintain your empire:
– Tools
– Automation
– People
40. Dirty Secret of
Social Media
• Tweet Scheduling & Automation
• Following and “other custom”
Automation
• Propagation Automation
• Keyboard Automation
46. Two week campaign for Webinar Registrants
Two kinds of activities:
• The stuff you do all the time forever
• Things specific to the campaign
47. “Most Days”:
• Acquiring new followers
• Keeping existing followers “happy”
• Pruning following list
• Ongoing creation of interesting tweets
• Ongoing engagement with influential
followers/friends
48. • Determine goal: 500 prospects visit
webinar registration page
• Estimate number of Tweets required: 1525
• Create custom bit.ly URL for tracking
• Create 4 template tweets with 5 variations
on each = 20 tweets
• Load into TweetAdder, run 2 a day for 10
business days
• Monitor/measure the results, tweak as
necessary