#SocialMadness - Social Media Best Practices

#SOCIAL MADNESS:
Social Media Best Practices

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Owned, Earned & Paid Media Models: Defined

Owned Earned Paid

Collateral & Direct Response Public Relations Print Advertising

Web, Mobile & Tablet Site Word-of-Mouth Advertising Networks

Blog & Video Content Speaking Engagements Paid Search

Social Media Channels Awards, Recognition Afﬁliate

Email/SMS & Lists Search Engine Optimization Co-Op & Advertorials

Location Marketing Social Distribution Sponsorships

Custom Apps Customer Support Specials & Coupons

Intellectual Property Buzz/Viral/Mass Opinion Outdoor & Trade Shows

Intelligence

Campaign Measurement • Social Reporting • Reputation Management • Segmentation & Predictive Modeling
UI/UX Testing • Optimization • Progressive Reﬁnement


Social Media: Understanding “Your Social Graph”

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Creating The “F3”

3rd. 3rd. 3rd.
2nd. 2nd. 2nd.

FRIENDS FANS FOLLOWERS

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Determining Your “Social Graph”

FACEBOOK GOOGLE+

TBD SOCIAL WEBSITE EMAIL BLOG TBD SOCIAL

TWITTER YOUTUBE


Social Media Channels Defined

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Your Website & Blog
Here at your home-base you will:

• Speak in the voice of your brand.

• Harness your thought leadership.

• Give the deepest content surrounding your positions, knowledge and advice.

• Create this as a “one-stop-shop” for your F3 to find all your social channels.

• Give your F3 the ability to subscribe to your email, blog, newsletters and
additional channels.

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A Facebook “Page” Provides Analytics

• Remains currently the largest social community

Rules of the social road:

• Listen the most; “LIKE” often; replay with frequency; react only if challenged
appropriately; respect all communities.

• Speak with a positive, approachable tone and manner.

• Facebook also contains a myriad of sub genres such as groups, apps and
widgets that allow you to further create and extend your social engagement.

• Facebook has implemented a “timeline” ubiquitously across personal profile
and business pages. It’s important to note that anyone will be able to see, and
review, any post (that you’ve assigned to be public) at anytime.

• Use timeline’s robust Highlight, “Pin to top” and photo features to make an
unforgettable visual experience.

• For more great timeline information, see our presentation here:
http://www.slideshare.net/starmarkintl/smi-etipsfbtimeline

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Twitter Channels
• Following competitors within your space can provide time-sensitive insight.

• Following industry leaders can provide insight.

• Retweet content from the leaders that you feel merit redistribution.

• Tweeting with embedded links (showing resource) and #hashtags for search-
ability is the best combination to make your content shareable - AKA:
“retweetable”

• Easy way to show perceived activity and engagement within your space.

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A YouTube and/or Social Video Channel Provides Analytics

• YouTube is the second largest search engine to google.

• First way people will find your search terms as they’re often indexed with less
frequency on videos.

• Give your search a competitive edge to be found with higher prioritized
ranking.

• Fill the description with rich keywords and links (back to your website)
that you’d want to be searched and found by.

• Please note: it’s good to document any speaking or live engagements that
your brand might have as reference and a way to call participants back into
your content.

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LinkedIn Provides Analytics

• Incredibly powerful social channel for networking within your industry.

• Creating and participating actively in “Groups” (not selling) can quickly move
your perceived social credibility up.

• Make sure that your Company Page is clean and well defined, employees
have consistent photography and corporate “brand speak”.

• Use the “Answers” tab as well to help (not sell) people/businesses within your
given expertise and this will create instant brand loyalty.

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A Google+ Page
• Google+ started as a Facebook haters cult; users wishing Facebook
wasn’t what it continues to be instantly culminated here for conversation.
This is important to note as you HAVE to message them with different
conversational tone and content.

• The rules are the same as other large social channels - follow proper
social etiquette.

• Follow your competitors and like-minded associates within the space;
“+1” (give kudos) to articles that you think merit your interests; create
and communicate smart and inspired content.

• The conversations tend to lean toward a higher educated,
technologically savvy and an affluent demographic.

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Slideshare.Net
• Slideshare is a key component in creating “thought leadership” within your
space.

• Slideshare is ONE location where PowerPoint presentations, PDF, Keynote
and other documentation can be posted for review, embedding and social
sharing.

• Creating a grouping of materials within your field of expertise on this
channel can skyrocket your credibility and give you materials to link and
embed across your social channels.

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Flickr and/or a Social Photo/Video Channel Provides Analytics

• Photographic stills and video are essential to convey your brand.

• Visually documenting your travels, products and events is as important to
the fabric of your brand as the story is.

• Having photos that can be distributed and embedded into your content brings
higher search engine ranking and key-word association.

• Photos give your user base an “insiders look” at your company and your
culture.

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Foursquare and/or Location-Based Social Channels Provides Analytics

• Location-based tools allow retailers and points of interest to create a digital
landmarks that can be found with GPS-enabled smartphones.

• Make sure that you “own” your company and its locations within these
applications.

• This technology allows businesses to adjust the users “consideration set” by
presenting deals, offers and messaging within the same proximity space as
other competitors.

• For more great information see our presentation here:
http://www.slideshare.net/starmarkintl/20-locationbased-sites-you-should-
claim-your-venue

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Alternate Social Channels


#SocialMadness - Strategies

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#SocialMadness: Strategies
FOLLOWERS

FANS

FRIENDS

ENGAGE INCENTIVIZE RECRUIT DISTRIBUTE COMMUNICATE ADVOCATE

Introductions Contests, Ask for support Extend your Questions, Keep community
& networking coupons & deals efforts across feedback, surveys informed &
channels & chit-chat empowered


#SocialMadness: Frequency within your social channels
How much and how often should you communicate, externally to people to simply be social and
involved in conversation?

• Your blog: 1-2 posts per week

• Twitter: 6-8 tweets per day

• Facebook brand page: post 3-6 short posts per day

• Youtube channel: Check once a day for comments; “LIKE” 1 video per day; “Add to” 1 video
to a channel within your channel (typically something from your industry) once a week.

• Google+ brand page: 3-6 short posts per day

• Linkedin: Answer 1-3 questions on LinkedIn per week

• In addition to the suggested, be sure to “LIKE” others’ comments and participate in as
many conversations as your schedule will permit.

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#SocialMadness: Tools For Winning
HootSuite / TweetDeck:
• These tools are referred to as a social media dashboards. The tool allows you to import all
of your social channels into one usable area where you can control your messaging. This is
a must-have tool!
Buffer.com:
• Buffer is a tool that allows you to connect your social channels to it, then the application
randomly distributes the messaging over a specific time period. This prevents too many
posts from being distributed all at once, AKA: “mass distribution”
SocialBro.com:
• SocialBro is an analysis tool that allows you to see when the best times to tweet from your
account are and what your audience is interested in.
BottleNose.com:
• Bottlenose is a newer application that allows you to see and map trending topics within
twitter.

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#SocialMadness - Best Practices

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Social Engagement with your Audience

• Listen!
• Start question threads
• Do not judge; simply be a part of the community and intervene only if absolutely necessary
• Evolve! Make sure that your content isn't stuck at a dead end
• Bring in outside authors, bloggers and spotlights
• Be topical
• Have fun


Dissecting the perfect “Tweet”
• Hashtagging: Using a “#” before words on twitter assign them to be searchable and
applicable to that post. Example: “I just picked up some great shoes! #nike”

• Linking/Sourcing: Using the link to a post or a tweet to support it can add to its validity and
specifications. Example: “I just picked up some great shoes! #nike - http://
nikeid.nike.com/nikeid/”

• @Handles: Assigning an @handle* in a tweet (this is the name of a person or brand on
twitter) can show them that you put them in context to the post. Example: “I just picked up
some great shoes! #nike - http://nikeid.nike.com/nikeid/ @Nike”

• Keywords: When you blog or post, you want to also try to use words that you assume people
will want to search. Then ideally, they’ll find your content by those words and connect with
your content via a search call

*@handles are quickly becoming a way to connect users to other applications as well such as
Instagram

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Your guide to social etiquette
• Search top trending twitter, news & industry topics and add into tweets & posts
• Ask to help your followers with free advice; respond to comments quickly
• If you receive negative communications, listen, respond & resolve
• Maximize your message times to meet your client’s attention
• Maintain consistency with your brand message

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Your guide to social etiquette cont.
• Don't make it personal; don’t get drawn into conflict or overreact
• Be open to constructive criticism and be thankful for the insight
• Treat all your social channels like a different friends in a unique space
• Maintain connections to your competitor’s channels – you might learn more than you think
• Network "in real life" (IRL) and follow up with social outreach
• Create opportunity for conversation with trending questions and surveys!

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Takeaways:
• Increase your social activity exponentially during the event

• Remember to recruit participation through alternate channels

• Be enthusiastic, creative, enticing and infectious in your winning messaging!

• Create physical signage and inform your staff to think “Social Madness” throughout the event

• Use any email and or SMS lists to inform your F3 during the event!

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Thank You.

Justice Mitchell
VP, Interactive & Social Creative Director

email: jmitchell@starmark.com
twitter: @justicemitchell


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#SocialMadness - Social Media Best Practices

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