fostering online communities by sue reynolds
DESCRIPTION
Social Media Marketing seminar given at the Ohio Turfgrass Association conference in Columbus, OhioTRANSCRIPT
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Carmine Media | Blogging | Social Media | Web Marketing
Fostering Online Communities
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Background• R+L Carriers
– Full time Social Media manager• Carmine Media
– Consulting, speaking, training– Business Insider Magazine writer– Business2Community contributor– Small Biz websites and web marketing
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Today
Carmine Media | Blogging | Social Media | Web Marketing
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Why Social?
57%Of people talk more online than they do in
real life.
*Alex Trimpe via Ogilvy — February 21, 2011, ThinkQuarterly, Google
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Getting Started• Preparation• Significant resources• Transformation into social business• Training and support• Don’t be the fail whale
Carmine Media | Blogging | Social Media | Web Marketing
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Carmine Media | Blogging | Social Media | Web Marketing
Facebook• More than 800 million active users • 12 billion likes and comments
monthly• Average user is connected to 80
community pages, groups and events • Bigger than the entire internet in
2004. • More comments and likes on FB than
searches on Google
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Carmine Media | Blogging | Social Media | Web Marketing
Twitter• More than 200 million registered
accounts• 300,000 signing up per day• 55 million tweets per day• 600 million searches per day• Busiest from 9-5 M-F• iOs 5 integration
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Carmine Media | Blogging | Social Media | Web Marketing
Blogging• Multiple blogging platforms• Easy and free setup• Customizable• Comment and spam control• Connect to Twitter and Facebook• Custom URL
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Why Create Content?• Creators represent the elite group who’s
content is consumed and shared.• Creators audience is growing:
– 68% in the “Spectator” group – fastest increase
– 19% in the “Collector” category– 33% commenting their way to “Critics.”
Carmine Media | Blogging | Social Media | Web Marketing
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Carmine Media | Blogging | Social Media | Web Marketing
Interactivity
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*Survey by Social Media Examiner revealed these top social media goals for 2011
Define your Goals• Ongoing dialog with stakeholders• Listening/learning about stakeholders• Increase conversions• Providing customer support• Enabling peer to peer support
– Dell customer support forum• Collaborating (Crowdsourcing)
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Carmine Media | Blogging | Social Media | Web Marketing
Define your Audience• Who is your audience?• Where are they?• What do they like?• What adds value to their lives?• Impulse shoppers or intent to purchase?
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Carmine Media | Blogging | Social Media | Web Marketing
Set up a Content Strategy• Topics via keywords• Photos• Video• Trusted feeds
– OPC
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Build your Foundation• Set up Facebook page – optimize and
brand• Set up Facebook tabs – consider a
fangate (reveal tab)– Mini website with iFrames
• Decide on call to action for tabs– Collect emails– Offer discount
Carmine Media | Blogging | Social Media | Web Marketing
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Twitter• Profile picture – should be simple and
easy to see• Background – 60 pixels• Bio – 160 characters• Link to website
Carmine Media | Blogging | Social Media | Web Marketing
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Carmine Media | Blogging | Social Media | Web Marketing
Listening
“Every good conversation starts with good listening”
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Carmine Media | Blogging | Social Media | Web Marketing
Set up Listening Tools• Twitter searches• Google Alerts• SocialMention.com• RSS feeds
– NetVibes– Google Reader
• Google analytics
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Carmine Media | Blogging | Social Media | Web Marketing
Twitter Searches• Branded keywords• Unbranded keywords• Industry terms
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Carmine Media | Blogging | Social Media | Web Marketing
Comment Policies• Include a social media page on your
website• Add a policy to your Facebook page• Examples:
– R+L Carriers– U.S. Army– Ford
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Carmine Media | Blogging | Social Media | Web Marketing
Who should Moderate your Site?
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Carmine Media | Blogging | Social Media | Web Marketing
Engage your Tweeps• Create content worth RTing• Respond quickly to mentions• Ask questions• Link to Facebook and blog posts• Post photos and videos – photo of the day
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Carmine Media | Blogging | Social Media | Web Marketing
Twitter Chats• Hashtags• #FBLT• #RLBowl
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Carmine Media | Blogging | Social Media | Web Marketing
Engage your Facebook Community
• Create content worth sharing• Use photos and videos of events• Use FB questions for polls• Use events• Respond to comments• Tag other agencies or fans• Add a like box to your website
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Carmine Media | Blogging | Social Media | Web Marketing
But what if I make a mistake……???
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Carmine Media | Blogging | Social Media | Web Marketing
Dealing with MistakesThree Common Mistakes• Wrong Pipe• Poor Judgment• TMI
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Carmine Media | Blogging | Social Media | Web Marketing
Poor Judgment• Kenneth Cole
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Carmine Media | Blogging | Social Media | Web Marketing
TMI• Tweet by Ketchum executive visiting
FedEx – a client
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Carmine Media | Blogging | Social Media | Web Marketing
What if a fan posts something I don’t like….?
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Embrace the Chaos• Complaints• Praise• Customer Service
Carmine Media | Blogging | Social Media | Web Marketing
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Carmine Media | Blogging | Social Media | Web Marketing
Dealing with Negative Posts• Be aware of them!• Is the comment true?• Be honest!• Thank them for commenting• Delete only if necessary and stated in
policy
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Dealing with Negative Posts• Let your community respond• Brand ambassadors
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Carmine Media | Blogging | Social Media | Web Marketing
Removing Posts• Facebook
– Ask user to repost– Committee review– Err on the side of caution– Hide them
• Twitter– Remember only your own tweets can be
deleted– Best not to address unless necessary
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Carmine Media | Blogging | Social Media | Web Marketing
SEO• Google Analytics• Unbranded Keywords• No Follow tags• Tagged URLs in Social Media posts
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Carmine Media | Blogging | Social Media | Web Marketing
Measure and Track• Google Analytics• Facebook insights• PageLever (paid service)• KIout• Crowdbooster
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Social Proof
Carmine Media | Blogging | Social Media | Web Marketing
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How to use Social Proof• Display number of followers only if there
are many• Post your “most popular” items or content
regularly• Use percentages - “over 75% prefer…”• 1,000,000 served- Ray Kroc used in 1955
Carmine Media | Blogging | Social Media | Web Marketing
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The Future• All content socialized• Transformation into social• Social hooks• Sharable content• Provide a social outlet
– No dead ends
Carmine Media | Blogging | Social Media | Web Marketing
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Social Media for Marketing• Average corporate account is less than
three years old• Stages of social media
Source: Altimeter Group (August 2011)
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Carmine Media | Blogging | Social Media | Web Marketing
Don’t Give Up• Regular posts• Relationships take time• How long is the buying cycle?• Measure small successes
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Carmine Media | Blogging | Social Media | Web Marketing
References• Online reference of Social media policies:
http://socialmediagovernance.com/policies.php • SocialMedia.org Dislosure toolkit:
http://www.socialmedia.org/disclosure/ • Brian Solis:
http://www.briansolis.com/2010/11/the-three-cs-of-social-networking-consumption-curation-creation/
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Carmine Media | Blogging | Social Media | Web Marketing
Questions? Connect with me!Twitter: @suereynolds
Web: Carminemedia.com
Facebook: /carminemedia
LinkedIn: suesreynolds