2010 AiMA social media SIG luncheon

Best Practices in the Big 3:
Facebook, LinkedIn and Twitter

Linked-in Best Practices
David Tuttle

75M+ members
USA: 52%
CAN: 4%
BRZ:2%
EU: 22%
IND: 8%
AUS: 2%
+3M / month, 1 new member / second
Audience

Top 5 U.S. Metro Regions
1. Greater New York City Area
2. Greater Los Angeles Area
3. San Francisco Bay Area
4. Washington D.C. Metro Area
5. Greater Chicago Area
Top 5 Non-U.S. Metro Regions
1. Amsterdam Area, Netherlands
2. London, United Kingdom
3. Brussels Area, Belgium
4. Copenhagen, Denmark
5. Paris Area, France
4
Top 10 Industries
1. Information Technology & Services
2. Computer Software
3. Financial Services
4. Telecommunications
5. Marketing & Advertising
6. Banking
7. Accounting
8. Real Estate
9. Education Management
10. Hospital & Health Care
Audience

5
Your featured recruiters
Company culture videoJob postings targeted to
viewer for relevance
Your message dynamically
adapts to the viewer (Gold only)

Ads
Maximize impressions by
reaching the right audience
Reach your ideal audience
with precision
Your ads stand out on
LinkedIn pages

• Objective:
Case Study: Dell Recruitment
Insights
 Understand software developer opinions of Dell as
an employer
 Measure change in opinions after the LinkedIn
campaign

Survey Results Influenced Ultra-Targeted Advertising Campaign
We are hiring
We have open positions in
Research, Sales, Finance
Dell Company Page
Recruiters at Dell
Dell Alumni, Get Connected by Joining Dell
Dell Employee Spotlight
Watch Now
Your Workday
at Dell
SURVEY
Ad Units
Company page Featured question

LinkedIn Partner Message from Dell
Join Our Team!
We have open positions in
Research and Sales
RECRUITERTALENT DIRECT
Advertising was Followed With Direct Sourcing

Results:
 Awareness of hiring increased +100%
 Willingness to consider jobs increased
+50%
“The end goal wasn’t to hire people but to change
minds regarding Dell as an employer of choice with
software developers; but we received much more”
–Dell Senior Talent Acquisition Manager
Aware Dell’s hiring software engineers
+100%
Likelihood to consider a job at Dell
+50%

Facebook Best Practices
Chad Estes

Why is Facebook
important to my
brand/company?

Facebook Statistics
Facebook has more than 550 million
users - 50% of its active users log in
every day.
If Facebook was a country, it
would be the 3rd most populous
country.
More than 1 billion pieces of
content are shared each
month.
Statistics, Facebook, Oct. 2010
Facebook adds 1.2 million users
every day.

Engagement Statistics
The average Facebook user:
- spends 55 minutes per day on Facebook
- creates 90 pieces of content a month
Click-through rates for wall content on
brands’ Facebook pages are as high as
6.49%, as compared to 0.10% for online
display ads.Facebook’s Click-Through Rates Flourish.. for Wall Posts, Ad Age, Aug. 2009;
“Measuring the Effectiveness of Online Advertising: Lessons Learned”, comScore, Sept. 2010
The average Facebooker is a fan of 10 page,
the bulk of which are in media/entertainment
properties, causes or charities, and
fashion/luxury goods.
“Facebook and Brands” Survey, DDB, Oct. 2010

Evolution of Content
Publishing
Consumption

Marketing Goldmine
Thoughts
Location
Targeting

Brand Statistics
Two thirds of comScore’s U.S. Top 100 websites have
integrated with Facebook.
Half of comScore’s Global Top 100 websites have
integrated.
1.75 million “fan” pages have been created to date.

Key Facebook Components
Personal Profile Public Profile (fan
page)
friend friend fan page

Events
Groups
Apps

Places Open Graph Objects

Page Strategy
1. Identify Objectives
2. Create Strategy
3. Build Page
4. Build Fans
5. Engage Fans

Facebook Ads
Targeting Growth
Engagemen
t
Ads

Internal Commitment
Serious Business

Importance of News Feed
Wall Posts have 110x the reach of
pages
psst - that’s over 10,000% more!

Where do I find more
resources?

Facebook & Industry Blogs
On Facebook
Industry Blogs
http://facebook.com/facebookpages
http://blog.facebook.com

Additional Resources
Pretty much anybody

Twitter Best Practices
Bianca Buckridee

Brand Listening
…participate in a way
that is relevant and
Builds your Brand
Understand
it first
then…

Strategy
What are you going to use for???
•Customer Support
•Product Promotion/Sales
•Reputation Management
•Sharing information
• Conversation Discovery
• Conversation Aggregation
IDENTIFY
• Criteria for participation
• Criteria for escalation
EVALUATE
• Response Framework
• SSLA
RESPOND

Defining Objectives
Example: @askSunTrust Service Channel
• Build relationships with relevant audiences
• Provide a low-barrier channel for clients to interact
• Engage dissatisfied clients and help alter negative perceptions
• Create a “human” voice for the brand
We need…
…to be where our consumers are.
…listen, learn and interact with them.
…then we need to engage them.

Business Uses/Basics for Social Media Virgins
At
SunTrust,
we use
social
media to:
Meet
consumers
where they
are
Humanize
the brand
Build
appreciation
Extend
our reach
Interact
Build
affinity &
loyalty
Your brand isn't what you
say it is –
it's what people tell their
friends it is.
It isn’t what they say to you.
It’s what they say about you.
Word of mouth
is powerful

SunTrust Client Service Channel Examples
Identify Issues Compliments Share Information /
Ask Questions

Business Basics for Social Media Virgins
• Social Media will not
save you, it’s just a
piece of the pie.
• The power of Twitter
lies in your sharing,
not your selling.
• Learn the art of
conversation.
• Take time in building
your social presence.
“What's worst: my
competitors knowing
my plan or my
employees not knowing
the plan?”

2010 AiMA social media SIG luncheon

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