social media: find your voice in social media by chris abraham

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Social Media: Find Your Voice In Social Media Is your voice being heard through social media? Join a great and interactive discussion on the signs that your social media shout is actually getting lost in the crowd. Learn how to whisper and still be heard. The session will be led by Chris Abraham. Chris Abraham is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response. March 7, 2014, Washington, D.C. for Developing 21st Century Essentials: Impact Student Success by Chris Abraham

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Is your voice being heard through social media? Join a great and interactive discussion on the signs that your social media shout is actually getting lost in the crowd. Learn how to whisper and still be heard. The session will be led by Chris Abraham. Chris Abraham is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response.

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Page 1: Social Media: Find Your Voice In Social Media by Chris Abraham

Social Media: Find Your Voice In Social Media

Is your voice being heard through social media? Join a great and interactive discussion on the signs that your social media shout is actually getting lost in the crowd. Learn how to whisper and still be heard. The session will be led by Chris Abraham. Chris Abraham is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing and digital PR with a focus on blogger outreach, blogger engagement and Internet crisis response.

March 7, 2014, Washington, D.C.

for Developing 21st Century Essentials: Impact Student Success by Chris Abraham

Page 2: Social Media: Find Your Voice In Social Media by Chris Abraham

About

Chris Abraham is a leading expert in digital: online reputation management (ORM), Internet privacy, social media marketing, and digital PR with a focus on blogger outreach, blogger engagement, and Internet crisis response.

March 7, 2014, Washington, D.C.

Page 3: Social Media: Find Your Voice In Social Media by Chris Abraham

Contact

Chris Abraham, Principal [email protected] +1 202-352-5051@chrisabraham

twitter.com/chrisabrahamfacebook.com/chrisabraham

linkedin.com/in/chrisabrahamgoogle.com/+chrisabraham

March 7, 2014, Washington, D.C.

Page 4: Social Media: Find Your Voice In Social Media by Chris Abraham

Outline1. Overview2. Headquarters3. Homesteading4. Discovery5. Listening6. Content7. Outreach8. Ambassadors9. Engaging10. Activate11. Persistence12. Growth13. Reporting

March 7, 2014, Washington, D.C.

Page 5: Social Media: Find Your Voice In Social Media by Chris Abraham

Overview• Social media profiles are the embassies and consulates of

your brand “nation”– You need to be everywhere your clients and prospects are– You can open as many embassies as you want but be very clear

• Pretty sites with good information and optimized for search are not good enough anymore– Google now demands social media success as indicator of first-page

worthiness

• Photo tip: “F8 and be there”– If you’re not where stuff is happening, you’ll never get the photo

March 7, 2014, Washington, D.C.

Page 6: Social Media: Find Your Voice In Social Media by Chris Abraham

HQ

• All social media roads lead to “Home”• Your embassies and consulates are only as good as your

nation– All marketing, direct or social, needs to be funneled to your

stores, schools, or sites• Sort out your own brand identity first– “Physician, heal thyself”

• Enable social media on every page of your site– Make every piece of content shareable– Promote your social media properties on every page of your

site

March 7, 2014, Washington, D.C.

Page 7: Social Media: Find Your Voice In Social Media by Chris Abraham

Homesteading

• You don’t own social media properties– Consider them to be “ephemeral art”– Only use social media properties for:• Triage• Activation• Engagement• Support

• You (probably) don’t want to start your own– Message board if product is really “technical”

March 7, 2014, Washington, D.C.

Page 8: Social Media: Find Your Voice In Social Media by Chris Abraham

Discovery

• Olly olly oxen free!– First you go to them, then they’ll come to you

• Influencer- and topic- discovery tools– GroupHigh www.grouphigh.com– Little Bird www.getlittlebird.com– InkyBee www.inkybee.com– Google www.google.com

• Rule 34: “If it exists, there’s porn of it” (sorry)– If it exists, there’s blog of it (seriously, anything)

March 7, 2014, Washington, D.C.

Page 9: Social Media: Find Your Voice In Social Media by Chris Abraham

Listening

• Before you engage, listen– Before you join a conversation at a soiree, be sure to catch

up on the topic, energy, emotion, tone– Sometimes, not engaging is best– Monitoring is excellent market research

• Creeping your competitors is listening too– What are your competitors doing on social?

• Why reinvent the wheel?

– How can you learn from their success? Failure?– Poaching their customers is fair game, right?

• All is fair in love, war, business, education, and schooling!

March 7, 2014, Washington, D.C.

Page 10: Social Media: Find Your Voice In Social Media by Chris Abraham

Content

• Bees– The Internet is insatiable and the market is flat– Bees only care about color, shape, smell,

iridescence– Bees will land on anything “shiny” – but will

they stay?

• Flowers– Create content on your own site, property, or

blog

• Petals– If you can’t produce content (video, audio, text,

graphic) then hire a pro March 7, 2014, Washington, D.C.

Page 11: Social Media: Find Your Voice In Social Media by Chris Abraham

Content (Cont)

• Pollen– Social media sharing is like stamen covered with pollen that

sticks to visiting bees only to be distributed to the fertile carpels of other flowers

• Pollination– Don’t make assumptions as to how a visitor – the

bee – will engage with your flower – sites & social media profiles• The child choosing the box over the toy

• Cross-pollination– Aggregation-, submission-, and guest-blogs– Getting content included in Google News, etc

• Or, get aggregated on a site that’s on Google News, etc.

March 7, 2014, Washington, D.C.

Page 12: Social Media: Find Your Voice In Social Media by Chris Abraham

Outreach

• Advertising– Twitter and Facebook offer powerful tools

• Paying money to build followers & Likes• Paying money to build lists and drive activation

• Social media outreach– Search social media using industry keywords

• Very easy to engage people who are natural

• Blogger outreach– A-list outreach: hundreds over time– Long-tail outreach: one big blast

• Buying Likes, fans, and friends, subscribers March 7, 2014, Washington, D.C.

Page 13: Social Media: Find Your Voice In Social Media by Chris Abraham

Ambassadors

• Influencers are the new sales team– Earned Influencers• Rule 34• Seriously, if you target right, you can get help free**!

– ** Free is never, ever, free – but earned, authentic, and enthusiastic ambassadors instead of “paid actors”

– Paid Influencers• This is a reality

– The fees differ and you’ll have to balance who they are, what they can offer, their influence and popularity, your budget, and what they’re willing to do for you.

March 7, 2014, Washington, D.C.

Page 14: Social Media: Find Your Voice In Social Media by Chris Abraham

Engaging

• “Who are you and what do you want?”– Be who you are – no stealth messaging required– Don’t arrive from a place of shame or interruption

• Tip: every single authentic Like & follower is a human being, with hopes, dreams, wants, fears, and passions!– Seriously, no joke – every single one of them!

• Gifting– Give influencers what they want and not what you want to

give them• Doesn’t have to be a thing, can be access, information, networking,

exclusive news, etc.• “What’s in it for me?”

– “One man's trash is another man's treasure” March 7, 2014, Washington, D.C.

Page 15: Social Media: Find Your Voice In Social Media by Chris Abraham

Activate

• After all this flirting, make a move!– What do you want?• Donations? Buzz? Followers? Attention? Buzz?

– What do you want them to do?• Sign a petition, make a call? Follow your profile?

– How do you reward them?• Contests? Recognition? Raffle? Bragging rights?

– How do you define success?• Growing your list? Increasing your influence?

March 7, 2014, Washington, D.C.

Page 16: Social Media: Find Your Voice In Social Media by Chris Abraham

Persistence

• The biggest mistake digital marketers make is to stop well short of being annoying– If you’re not getting a little pushback, you’re not yet pushing

hard enough– “Fortune favors the bold”

• Cases-in-point:– Obama direct email campaign

• Again, and again, and again… and $690 million

– Long-tail blogger outreach• Pitching thee times• 1st: 20%; 2nd: 60%; 3rd: 20%

– Any more resulted in blowback

March 7, 2014, Washington, D.C.

Page 17: Social Media: Find Your Voice In Social Media by Chris Abraham

Growth

• Churn happens in social media membership– The moment you hit a number through

prospecting new members, you’ll start losing them

– “If you're not growing, you're dying”—Anthony Robbins

• The Law of Large Numbers is the digital marketer’s friend– Theories of “large numbers” or “right

followers”• You should aim at both: the best & the most

March 7, 2014, Washington, D.C.

Page 18: Social Media: Find Your Voice In Social Media by Chris Abraham

Reporting• The proof is in the pudding• What metrics define success for you?

– Volume?– Mentions?– Sales?– Conversions?– Donations?– Followers?

• There are plenty of tools:– Sysomos (MAP & Heartbeat) www.sysomos.com– SDL SM2 www.sdlsm2.com– Lithium Social Web www.lithium.com– Spredfast www.spredfast.com

March 7, 2014, Washington, D.C.

Page 19: Social Media: Find Your Voice In Social Media by Chris Abraham

Any Questions?

March 7, 2014, Washington, D.C.

Chris Abraham, Principal [email protected] +1 202-352-5051@chrisabraham

twitter.com/chrisabrahamfacebook.com/chrisabraham

linkedin.com/in/chrisabrahamgoogle.com/+chrisabraham