Half-day boot camp for social media management: engaging in online relationships, choosing Facebook personal profile vs page, Twitter profile and conventions

1. Social CRM:
Best Practices
for
Building &
Managing
Online
Relationships
Heidi Miller, Social Media Consultant, www.heidi-miller.com
@heidimiller
http://profile.to/heidimiller
Wednesday, April 13, 2011 1

2. Goals, not tools
@heidimiller
#huzzah
Wednesday, April 13, 2011 2

3. Focus
your
strategy
@heidimiller
#huzzah
Wednesday, April 13, 2011 3

4. Focus
your
strategy
• Who is your target audience?
• What is your marketing goal(s)?
• How will you measure success?
@heidimiller
#huzzah
Wednesday, April 13, 2011 3

5. Relationship Strategy
• Whom do you want to reach?
• Why?
• What do you want them to do?
• How can you help them?
• How will you know when
you’ve succeeded?
• What are your current
marketing goals?
@heidimiller
#huzzah
Wednesday, April 13, 2011 4

6. Where are
your key
influencers?
• LinkedIn
• Facebook
• Twitter
• Flickr
• MySpace
• Amazon reviews
• iTunes
• Forums
@heidimiller
#huzzah
Wednesday, April 13, 2011 5

7. Where are
your key
influencers?
• LinkedIn
• Facebook
• Twitter
• Flickr
• MySpace
• Amazon reviews
• iTunes
• Forums
@heidimiller
#huzzah
Wednesday, April 13, 2011 5

8. Who are
you
trying to
engage?
@heidimiller
#huzzah
Wednesday, April 13, 2011 6

9. % Growth of
adults updating
Twitter status
@heidimiller
#huzzah
Wednesday, April 13, 2011 7

10. Average Facebook User Profile
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

11. Average Facebook User Profile
✦ Has 130 friends on the site
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

12. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

13. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

14. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

15. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
✦ Spends 23 minutes on each visit
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

16. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
✦ Spends 23 minutes on each visit
✦ Is connected to 80 community pages, groups and
events
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

17. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
✦ Spends 23 minutes on each visit
✦ Is connected to 80 community pages, groups and
events
✦ Creates 90 pieces of content each month
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

18. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
✦ Spends 23 minutes on each visit
✦ Is connected to 80 community pages, groups and
events
✦ Creates 90 pieces of content each month
✦ 200 million people access Facebook via a mobile device each
day
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

19. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
✦ Spends 23 minutes on each visit
✦ Is connected to 80 community pages, groups and
events
✦ Creates 90 pieces of content each month
✦ 200 million people access Facebook via a mobile device each
day
✦ More than 30 billion pieces of content are shared each day
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

20. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
✦ Spends 23 minutes on each visit
✦ Is connected to 80 community pages, groups and
events
✦ Creates 90 pieces of content each month
✦ 200 million people access Facebook via a mobile device each
day
✦ More than 30 billion pieces of content are shared each day
✦ Users that access Facebook on mobile devices are
twice as active as non-mobile users
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

21. Average Facebook User Profile
✦ Has 130 friends on the site
✦ Sends 8 friend requests per month
✦ Spends an average 15:33 on Facebook per month
✦ Visits the site 40x per month
✦ Spends 23 minutes on each visit
✦ Is connected to 80 community pages, groups and
events
✦ Creates 90 pieces of content each month
✦ 200 million people access Facebook via a mobile device each
day
✦ More than 30 billion pieces of content are shared each day
✦ Users that access Facebook on mobile devices are
twice as active as non-mobile users
✦ Facebook generates a staggering 770 billion page views per
month
@heidimiller Source: http://smmcats.com/facebook-demographics/
#huzzah
Wednesday, April 13, 2011 8

22. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, April 13, 2011 9

23. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, April 13, 2011 9

24. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, April 13, 2011 9

25. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, April 13, 2011 9

26. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, April 13, 2011 9

27. Average age of
SNS users by site
@heidimiller
#huzzah
Wednesday, April 13, 2011 9

28. Know
your
super-
power
@heidimiller
#huzzah
Wednesday, April 13, 2011 10

29. Why should anyone interact
with your brand?
@heidimiller
#huzzah
Wednesday, April 13, 2011 11

30. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
@heidimiller
#huzzah
Wednesday, April 13, 2011 11

31. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
@heidimiller
#huzzah
Wednesday, April 13, 2011 11

32. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• After interacting with us will enjoy
_________________
@heidimiller
#huzzah
Wednesday, April 13, 2011 11

33. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• After interacting with us will enjoy
_________________
• While enabling ______________
@heidimiller
#huzzah
Wednesday, April 13, 2011 11

34. Why should anyone interact
with your brand?
• We help people who spend/enjoy/love _________
and who need ________
• Who are facing ______________
• After interacting with us will enjoy
_________________
• While enabling ______________
• Compared to _______________
@heidimiller
#huzzah
Wednesday, April 13, 2011 11

35. Know before you
Tweet... monitor
@heidimiller
#huzzah
Wednesday, April 13, 2011 12

36. Set up Google alert
www.google.com/alert
Your name
Your brand
Your product or service
Competitor’s names
Issues
Keywords
@heidimiller
#huzzah
Wednesday, April 13, 2011 13

37. 1. Enter search term
@heidimiller
#huzzah
Wednesday, April 13, 2011 14

38. 1. Enter search term 2. Choose Everything
@heidimiller
#huzzah
Wednesday, April 13, 2011 14

39. 1. Enter search term 2. Choose Everything
@heidimiller
#huzzah
3. Enter email & create
Wednesday, April 13, 2011 14

40. Build
online reputation
@heidimiller
#huzzah
Wednesday, April 13, 2011 15

41. @heidimiller
#huzzah
Wednesday, April 13, 2011 16

42. Be personal
Be generous
Be relevant
@heidimiller
#huzzah
Wednesday, April 13, 2011 16

43. Building Presence
@heidimiller
#huzzah
Wednesday, April 13, 2011 17

44. Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics
Comment on relevant blogs
Call in podcast comments
• Facebook
Like
Comment
Join Facebook events
Share Facebook events
Invite more people to Facebook events
Tag friends in photos
• Twitter
ReTweet relevant, useful content
Reply promptly
Twitter events with hashtag
Participate in Follow Friday
@heidimiller
#huzzah
• Comment on LinkedIn group posts
Wednesday, April 13, 2011 17

45. Expose yourself
@heidimiller
#huzzah
Wednesday, April 13, 2011 18

46. @heidimiller
#huzzah
Wednesday, April 13, 2011 19

47. Act like a person...
not
a
brand
@heidimiller
#huzzah
Wednesday, April 13, 2011 19

48. @heidimiller
#huzzah
Wednesday, April 13, 2011 20

49. @heidimiller
#huzzah
Wednesday, April 13, 2011 20

50. @heidimiller
#huzzah
Wednesday, April 13, 2011 20

51. @heidimiller
#huzzah
Wednesday, April 13, 2011 20

52. Express
personality
@heidimiller
#huzzah
Wednesday, April 13, 2011 21

53. @heidimiller
#huzzah
Wednesday, April 13, 2011 22

54. @heidimiller
#huzzah
Wednesday, April 13, 2011 22

55. @heidimiller
#huzzah
Wednesday, April 13, 2011 23

56. Be personable...
without being
too personal
@heidimiller
#huzzah
Wednesday, April 13, 2011 23

57. Keep a topical focus
• Strategize your superpower
keywords and topics
• Focus 75% of your original
content on those topics
• Keep a clear content focus
• Keep a clear brand identity
@heidimiller
@heidimiller
#huzzah #huzzah
Wednesday, April 13, 2011 24

58. Setting up your Facebook
profile/Page
@heidimiller
#huzzah
Wednesday, April 13, 2011 25

59. Page or Person?
Page Benefits Page Drawbacks
• Name as brand entity • Friends can’t friend you
• Multiple admins • Friends can’t invite you to events
• Access to analytics • Lack of desire to friend a brand
• Can message over 5,000 fans • Updates go to a separate inbox
• Can message all fans simultaneously
• Unique ID with 25+ fans
@heidimiller
#huzzah
Wednesday, April 13, 2011 26

60. Profile Basics
• Use logo for Facebook Page
• Use consistent, friendly, professional profile photo everywhere else
• Person’s face
• No kids or pets
• Create consistent one-line brand statement
• Create consistent one-paragraph statement
• Representatives should disclose company relationships
• Use www.knowem.com to save name across SNS
• Capture your brand or as close as you can get to it
@heidimiller
#huzzah
Wednesday, April 13, 2011 27

61. Profile do’s
• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info
@heidimiller
#huzzah
Wednesday, April 13, 2011 28

62. Profile do’s
• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info • Look like you
• Convey your brand image
@heidimiller • Convey a human being
#huzzah
Wednesday, April 13, 2011 29

63. Profile do’s
• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info
• Consider relatives’ privacy
wishes
@heidimiller
#huzzah
Wednesday, April 13, 2011 30

64. Profile do’s
• Basic info
• Profile photo
• Relationships
• Likes and interests
• Education and work
• Contact info
@heidimiller
#huzzah
Wednesday, April 13, 2011 31

65. Profile do’s
• Basic info
• Profile photo
Add personal and
professional activities
• Relationships
and interests
• Likes and interests
• Education and work
Music, books and
movies show your
personality
• Contact info
@heidimiller
#huzzah
Wednesday, April 13, 2011 31

66. Basic info
• Hometown
• Location
• Birthday
• Gender
• Bio: tell a story
@heidimiller
#huzzah
Wednesday, April 13, 2011 32

67. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah
Wednesday, April 13, 2011 33

68. @heidimiller
#huzzah
Wednesday, April 13, 2011 34

69. Set brand + others
as Wall default
@heidimiller
#huzzah
Wednesday, April 13, 2011 34

70. @heidimiller
#huzzah
Wednesday, April 13, 2011 35

71. Always let others
post to your Wall
@heidimiller
#huzzah
Wednesday, April 13, 2011 35

72. Page do’s
• Wall settings
• Info information
• Photos
• Videos
• Events
@heidimiller
#huzzah
Wednesday, April 13, 2011 36

73. @heidimiller
#huzzah
Wednesday, April 13, 2011 37

74. Say which humans
are posting and
listening
@heidimiller
#huzzah
Wednesday, April 13, 2011 37

75. Link back to site(s)
Give mission
statement
Give product info
Say which humans
are posting and
listening
@heidimiller
#huzzah
Wednesday, April 13, 2011 37

76. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

77. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

78. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

79. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

80. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

81. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

82. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

83. @heidimiller
#huzzah
Wednesday, April 13, 2011 38

84. Page Notifications
@heidimiller
#huzzah
Wednesday, April 13, 2011 39

85. Access to Analytics
@heidimiller
#huzzah
Wednesday, April 13, 2011 40

86. Access to Analytics
@heidimiller
#huzzah
Wednesday, April 13, 2011 40

87. Access to Analytics
@heidimiller
#huzzah
Wednesday, April 13, 2011 40

88. Setting up your Twitter
profile
@heidimiller
#huzzah
Wednesday, April 13, 2011 41

89. Profile do’s
@heidimiller
#huzzah
Wednesday, April 13, 2011 42

90. Profile do’s
Handle: Descriptive,
shortest version of
your brand
@heidimiller
#huzzah
Wednesday, April 13, 2011 42

91. Profile do’s
List brand name
Handle: Descriptive,
shortest version of
your brand
@heidimiller
#huzzah
Wednesday, April 13, 2011 42

92. Profile do’s
List brand name
Handle: Descriptive,
shortest version of
your brand List email so friends
can find you via
email
@heidimiller
#huzzah
Wednesday, April 13, 2011 42

93. Profile do’s
@heidimiller
#huzzah
Wednesday, April 13, 2011 43

94. Profile do’s
Link to
brand
website
@heidimiller
#huzzah
Wednesday, April 13, 2011 43

95. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, April 13, 2011 43

96. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, April 13, 2011 43

97. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, April 13, 2011 43

98. Profile do’s
Link to
brand
website
Bio: list benefit statment
with keywords. If
Twittering for a brand, say
so.
@heidimiller
#huzzah
Wednesday, April 13, 2011 43

99. Twitter engagement
best practices
@heidimiller
#huzzah
Wednesday, April 13, 2011 44

100. Answer the questions
@heidimiller
#huzzah
Wednesday, April 13, 2011 45

101. Answer the questions
• What are you reading?
• What are you commenting on?
• What are you blogging?
• What are you furious about?
• What are you excited to see?
• What do you need right now?
@heidimiller
• What are you wondering about?
#huzzah
Wednesday, April 13, 2011 45

102. Answer the questions
@heidimiller
#huzzah
Wednesday, April 13, 2011 46

103. Answer the questions
• What would you like to ask?
• What are you participating in?
• Who are you with?
• What are you talking about?
• What are you laughing about?
• What are you rolling your eyes over?
@heidimiller
#huzzah
Wednesday, April 13, 2011 46

104. Which is more relevant?
@heidimiller
#huzzah
Wednesday, April 13, 2011 47

105. Which is more relevant?
eating oatmeal fighting off zombies
@heidimiller
#huzzah
Wednesday, April 13, 2011 47

106. Twitter conventions
@heidimiller
#huzzah
Wednesday, April 13, 2011 48

107. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
#huzzah
Wednesday, April 13, 2011 49

108. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
#huzzah
Wednesday, April 13, 2011 49

109. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
#huzzah
Wednesday, April 13, 2011 49

110. Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)
@heidimiller
#huzzah
Wednesday, April 13, 2011 49

111. Mentions
@heidimiller
#huzzah
Wednesday, April 13, 2011 50

112. Mentions
@heidimiller
#huzzah
Wednesday, April 13, 2011 50

113. Mentions
@heidimiller
#huzzah
Wednesday, April 13, 2011 50

114. The Power of the
ReTweet
@heidimiller
#huzzah
Wednesday, April 13, 2011 51

115. Rules of the ReTweet
• Read the linked article
• Give credit to original
poster
• Add a hashtag
• Add a commentary
• Shorten if necessary
@heidimiller
#huzzah
Wednesday, April 13, 2011 52

116. Rules of the ReTweet
• Read the linked article
• Give credit to original
poster
• Add a hashtag
• Add a commentary
• Shorten if necessary
@heidimiller
#huzzah
Wednesday, April 13, 2011 52

117. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
@heidimiller list suggestions of cool people to follow on Fridays
#huzzah
Wednesday, April 13, 2011 53

118. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
@heidimiller list suggestions of cool people to follow on Fridays
#huzzah
Wednesday, April 13, 2011 53

119. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
@heidimiller list suggestions of cool people to follow on Fridays
#huzzah
Wednesday, April 13, 2011 53

120. Conventions
H/T = Hat tip (thanks/credit)
CC = mention to specific followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
@heidimiller list suggestions of cool people to follow on Fridays
#huzzah
Wednesday, April 13, 2011 53

121. Shared Posting Tools
•➡
www.cotweet.com
Set up cotags
➡ Schedule Tweets
➡ Assign Tweets to team members
➡ Take and share notes on Twitter users
•➡
www.hootsuite.com
Set up cotags
➡ Schedule Tweets
➡ Schedule Facebook updates
➡ Get link stats
@heidimiller
#huzzah
Wednesday, April 13, 2011 54

122. Tips for relationship building
• Be generous and gracious. Check your ego at the door.
• Stay on topic. Post content related to your stated, keyword interests and
expertise.
• Don’t be That Guy: no blatant self-promotion. Help others first and most.
• Set guidelines and trust employees to be personable without being too
personal.
• Be omnipresent: take advantage of cross-
posting automation.
• Be a nerd: track and measure everything.
• Be patient: allow yourself to make mistakes.
• Be generous with comments, praise, likes,
opinions, responses and reTweets.
@heidimiller
#huzzah
Wednesday, April 13, 2011 55

123. Social CRM:
Best Practices
for
Building &
Managing
Online
Relationships
Heidi Miller, Social Media Strategist, www.heidi-miller.com
@heidimiller
http://profile.to/heidimiller
Wednesday, April 13, 2011 56