Under the auspices of my day-job, i shared some handy tips in webinar – promoted by a bank – designed to help small businesses learn to quickly adapt social media tools and web best practices into their marketing, operations and business development plans. It’s devoid of wild stories from foreign lands but my hair is perfect ;-) and i do some Q&A.
Please share with your pals who are trying to prioritize their marketing activities and keep their biz rolling.
NOTE: Video Removed by the Bank, leaving here for notes etc.
And, at the risk of being a sell-out, here are my notes from the gig. Here’s a resource guide too.
Tutorial with Dave Olson, Community Director, HootSuite
In 15 minutes, learn how to:
- Build an effective social media marketing campaign
- Respond to what is being said about your brand and business
- Set up an online page and maintain your online presence
- Use social media to drive traffic to your website and engage prospects
- Distribute your targeted messages using multiple online channels
- Advertise online on a small budget – get the top result spot on search engines
10 Tips to Tune your Online Social Strategy
Aim: Provide practical, tactical tips they can use right away to grow business using social media/web tools.
- Social listening – set up persistent real-time search for brand mentions in Twitter – even geo-locate your searches i.e. mentions of “accountant” or “tax” or “bookkeeping” ONLY in Halifax)
- Twitter conversations – be prepared to reply appropriately (draft messages, set policy, know tone and limits, build a team)
- Twitter community – become an expert by building lists of industry influencers, your teams, your brands etc.
- Facebook precense – set up a page to provide: resources; unique calls to action; and conversation – stay active, don’t feed the trolls
- Tracking results – see which channels deliver traffic to web site and which convert into customers with social stats and integrated Google Analytics
- News Alerts – get updates emailed when you brand is mentioned via Google news alerts and social mention – mitigate misinformation, outreach to prospects/media/partners
- Search Engine Optimization – you need: quality inbound links; tuned copywriting; clean code + sitemap
- Google Ads and Search – Organic (free but unpredictable) vs Adwords (paid and semi-unpredictable) – budget and balance is key
- Defining Strategy – decide where you needs are: do you need customers? do you need to provide more customer service channels? do you need to build brand awareness? build a toolkit for your needs looking 6 months out
- Understanding Social media ROI – the pay off is across channels including customer support, lead generation and mitigating PR conundrums
Building A Posse:
Customers are part of your culture. By inviting them to participate in your campaigns and community, you can speed progress, gain candid market insight, and have some fun. In this seminar, Dave will share tips about wrangling your passionate users to help with specific tasks for mutual benefit. Tips and tactics will include: understanding motivations, providing rewards, and organizing disappearing task teams while avoiding “cat herding” and conflicts.
Crowd Sourcing Notes
Who ya got
Types of vols
Different Incentives: links, accolades, swag, perks, bevvies, Title, recos, freebies
- Rockstars (brand)
- Gardeners (detail)
- Interns (career)
Providing Constraints (media, support, comments)
Demand through scarcity
Keepin the Course
Objective is the objective
Disappearing task forces (send on a quest)
Specific goal (do this many is this time)
Specific ask (your role is…)
Trackable / Leaderboard
Get the interns to supervise the vols (Reports for accountability)
“Inspiration is key to participation – they *want* to feel part of your culture”
Amplifying Success to make more
Keep it public (flickr, not FB)
gather assets (photo, comments)
log and listen (yellow belt)
have a “badge” or “kit” or … membership
Taking what you get (and making it great)
finding superusers (listen and learn)
make feel part of something bigger and important
finding interns – sources (motivations) how to treat (title, real jobs, promise, high standard)
take them along for the ride (events, roadies)
Recommendations and taking their trust/time seriously
Other crowdsourcing-minded stuff:
What to release
Substantial and ready to rock
Iterate rapidly, bundle around features and themes
Code names (useful)
Know your Coverers
Make Lists (Twitter and Email) – divvy it up, invite personally
Kindness, not condescension
Understand their beat
Respect time (make it easy)
Same (3) talking points > into different forms
Quote from customers (CEO sparingly)
Lead with “why this matters”
Tune your vocab and tense (active not passive)
Images to support theme (illustrative)
Line up Dominoes &/or House of Cards
Constant – Media kit tune up blog.hootsuite.com/media
Thursday – Internal memo: master plan to share with squad
Monday 1PM PW Local Press release with assets
Monday 1PM Media preview email: short with embargo deets, interview, assets (infographic!)
Monday 4PM Key client preview email (optional)
Tuesday 5AM Blog post (canonical ~ everything points here)
5:20AM General email
5:30AM Wire release
9AM Linkedin groups
9:15 AM Forums, Q &As
Prepare for pushback (haters & carpetbaggers) with comment copy
Remember Yellow Belt? Log it all with tags
Thursday – News Round-up with “mini-release” push (trackbacks too)
Geo Marketing: Simple Steps to Go There | TalentZoo.com
By Dave Olson, April 12, 2011
Social media is a key marketing tool for any business hoping to expand their customer base and increase brand awareness. For small businesses in particular, learning how to master this medium is essential in order to make the most of your time and resources.
As social media becomes increasingly mobile, the importance of geo-search and geo-location will continue to grow. Potential customers with geo-capable phones are quick to search out venues nearby. Tap into an interested audience and make sure they find you!
Start With Search
The ability to filter search results by proximity is truly one of the most valuable features of geo-location technologies. Let’s look at an example of how narrowing in on nearby messages can benefit you.
Imagine you’re a dentist in Seattle offering a new teeth-whitening service and you want to find an interested audience. There’s no use reaching out to someone who wants teeth whitening in Toronto if you’re on the West coast, and your time is too valuable to spend searching endless tweets and messages in hopes of finding someone nearby. So how do you narrow down the content?
Using HootSuite, it’s easy to search for terms like “dentist” and set the geo-location filter to an appropriate distance. Soon you’ll discover all messages (using this term) that are tagged in your area.
Be sure to try out different search terms. Use your business name and different industry-related words to paint a picture of the conversation around you. Save the search as a stream in HootSuite to effectively monitor and engage in the discussions within your community.
Get to Know the Locals
Once you’ve seen relevant messages from potential customers in your area, it’s simple to reach out and offer advice, promotions or just say “hello.” The real-time nature of geo-located tweets is perfect for making a good impression by answering questions or contributing to the conversation as it’s happening.
Geo is especially useful if you have promotions on. So someone looking for a dentist will be pleased to learn that you might also be offering a 2-for-1 cleaning package to new customers. You can also offer special perks to people playing geo-location games like Foursquare or Gowalla.
And be sure to append your own messages with your geo-location so potential customers can find you too.
Where to Find Geo
More and more businesses are becoming geo-aware. In order to expand, keep an eye out for anyone mentioning your brand, tagging your location, and reviewing your services so you can reach out to others who want to evangelize your business.
Here are just some of the popular options where you’ll find your friends and neighbors hanging out:
- Twitter Locations allows you to add neighborhood or venue data to your Tweets using Twitter’s native geo. This is helpful to those searching for businesses in the area.
- Foursquare is a fast-growing location-based game in which friends follow one another and check in to venues. Businesses can reward players for checking in with incentives and promotions.
- Facebook Places updates your Facebook Wall, your News Feed, and the Place Page; plus there’s a “here now” option so you can see who else is at the same venue, too.
- Gowalla allows you to share highlights from your day-to-day life with pictures, status updates, and more.
- Yelp is a geo-aware consumer-review tool where customers can write recommendations for their favorite venues, and search for everything from hairdressers to grocery stores.
- And Whrrl is another game that goes beyond checking in to incorporate photos, status updates and will track check-in patterns to reveal new hot spots that users might enjoy.
Remember, check-ins are highly visible, so friends and followers will see when someone has checked in at your location. Encourage your customers and clients to check in when they stop by.
Geo on the Go
Get to know geo while you’re on the go. As a consumer yourself, start engaging with the different geo-technologies available to learn how it all works, and see how others reach out and engage with you. This insider insight will help you to make the most out of geo for your growing business.
Mitigate pr conundrums
Understand market position
How to listen
Aggregate with robots & dashboards
Live rss & know power
Misspellings & synonyms
Also sentiment (another time)
Socialmention Google YouTube, vimeo, blip etc
Feed into netvibes
Track terms, tags & lists in hootsuite
Geo (next time)
What do with it
Log it Share it Feed it
Tweet it Fb maybe
Create funnels of access News roundups
Recipe Log > feed > tweet > backup
Make for future
Know the Makers
Media list invite
Dossier of interests
Reward with affection
Tell their story
Reflect on yourself
Sometimes speaking for the day-job and spieling for the personal self cross over a wee bit despite my efforts to separate. For Social Media Unplugged, i was ending the day for a sold-out theatre of keeners who’d digested a massive variety of information from ROI to NPOs.
As such, i laid down a mix of practical social media campaign tips contextualized through my pro activities as well as some historical discourse to articulate the importance of storytelling, earnest participation and driving the bus. Included fanzines, CB radios, telegrams, hockey, king tut and more.
When used strategically, social media tools are a powerful asset for bringing attention to your campaign, event for initiative – But you must first create a sustainable plan and choose the right tools which allow you to quickly spread messages, spark conversations and track results.
Experienced community marketer Dave Olson will share practical tactics gathered from years of grassroots promotion in diverse industries, including tips for real-time monitoring plus implementing emerging mobile and geo-location technologies into your plan.
Note: was front-paged at Slideshare.net in the “How-to & DIY” section.
Word of the People
Last, but certainly not least was Dave Olson, Community Director of HootSuite (@daveohoots). By the time he got on stage the conference was running late and we were all on our 9th hour but his humour and ability to engage the audience brought us all back of life, it was awesome. He enlightened us with the lessons he learned from building a HootSuite community of over 1 million users, these lessons were…
1. Begin with listening
2. Participation is Everything – track and monitor everything and be everywhere – where ever people are talking about or asking questions about what you are doing, be there, always and measure everything.
3. Community Manager as a Party House? Keep people on course, guide them where you want them to go, and be the driver of an exciting bus.
4. It’s all about the story – the tools may have changed but people will still engage in an interesting story.
5. Interestingness – you have to have it.
6. Go Where the people are – go talk to the people, hang out with them on their terms, play their game.
7. Speak their language.
8. Build a posse.
9. Close the loop – bring them back to the main group, back to the community.
10. Let robots do the work.
The best was clearly saved for last. […] The bulk of Dave’s presentation was about creating a sustainable plan for your engagement strategy. He also touched on the various listening and monitoring tools that businesses can use. He encouraged businesses to listen, participate, and to “go where the people are”. Also, businesses should measure everything – number of retweets, mentions, etc.
Though I by no means wish to discount the presentations by the other presenters, the last presenter of the day was Dave Olson (@daveohoots), Community Director of Hootsuite, and he managed to re charge a crowd that I received quite a lot of information already.
And closing us off was Dave Olson who talked about his social media tips which included making sure you’re listening as opposed to just writing/sharing, being an active participant, keeping things interesting, the importance of using hashtags, writing/speaking in your target audience’s language, building a posse, letting the robots do the work (ie. RSS), and measuring everything.
- Social media concept is not new — CB radios could be compared to Chat Roulette, scrapbooks to Tumblr, telegrams to Twitter, etc.
- Listen — set up your dashboard to monitor all conversations about your company, learn what people are saying and how they are talking about your company and use their language to communicate with them
- Participate — reach out to critics, respond, monitor all mentions
- Ensure your story is compelling and interesting and give people the tools to share your story
- Go to where the people are and invite them to you, don’t just broadcast randomly
- Close the loop — when people create content about you, share it!
- MEASURE EVERYTHING!
Social Media Marketing Unplugged – LINNEA CARMEN’S THOUGHTS AND DISCOVERIES
New connections are made everyday, and these connections are facilitated so easily with all of the tools provided on the internet. In my eyes, the most useful tool to organize all of these valuable connections is Hootsuite, which was praised about by the beloved speaker, Dave Olson. (Gotta love the owl!)
Props to Jamil Rhajiak for snaps in tough light
KetanJogia Jan 31, 1:46am via Web @daveohoots Thanks Dave for your awsome talk on Saturday. You were definitely inspirational.
KatieRaeH Jan 30, 11:21pm via HootSuite @DaveHoots great presentation at #smunplugged You should be a comedian, seriously! Too funny!
jason_baker Jan 30, 9:34am via HootSuite @KashifPasta @nenshi In otherwards, don’t just grow a community. Foster it! As @daveohoots says, become the bus driver!
DianneChow Jan 29, 11:34pm via HootSuite Working on @sm_unplugged notes. I remember all the jokes but none of the facts. Elijah (Suzuki) & Dave Olson #Hootsuite pee-in-pants funny!
JessGrey Jan 29, 6:47pm via TweetDeck Best storyteller of the day was @daveohoots, but definitely learned a bit from everyone. #smunplugged
KrystalGabriel Jan 29, 5:49pm via Twitter for iPhone #smunplugged build a posse, close the loop, multiple touch points is key! @daveohoots
JillBenedict Jan 29, 5:41pm via Twitter for iPhone @DaveHoots provides metaphor of the day – community manager is like a bus driver #smunplugged
Leading up to the event, James from Hello Vancity shot a impromptu video interview with me sharing thoughts about social media, Vancouver and storytelling.
Social Media Kung-Fu
Part 1: Starting your Story
Most tech companies start with 2 peeps (tech + biz)
Gotta fill in til you add 3rd leg to tripod (marketing/community/etc)
Don’t wait to start marketing til you have a product – build culture and posse
Cheap and cheerful – avoid ads and trade shows, yes to speaking and media
⃤ Decide who you are – name, description, NOT mission statement – what your company and product names? Are they easy to say and spell? If not, refresh.
⃤ What’s your vocab? Establish your voice and words
⃤ 3 words description (later you’ll do 25 words and 100 words)
⃤ Listen to your (growing) audience use the words they use (Like HootSuite for bands…)
⃤ Document it all (not fancy) if it’s not on the internet, didn’t happen – rock the blog, flickr, youtube, twitter – photo ops! get in front of camera
⃤ Build a posse (Twitter lists and small tasks acknowledged with thanks)
⃤ Make friends with media (build email list too, get to know their specific interests) offer to give quote comments for almost anything (CBC)
⃤ Media Kit – make it easy to cover your story! includes:
- brand conventions (spellings, nomenclature)
- wordmark, logos, screenshots
- media contact (you not an agency)
- exec headshots & bio
- links to releases (more about media announcements in future session)
⃤ Make an auto-magic media feed to amplify coverage
Social BM > RSS. HS > Twitter etc. e.g. @hootwatch @endlessgoodness @truenorthmedia