Last week, I shared basic enablement, intelligence, engagement and measurement practices. This week’s presentation focuses on some advanced practices in the areas of intelligence, engagement, advocacy and measurement. By no means is this list complete so please feel free to add your two cents in the Comment box below. The more we share, the more we can influence how companies and even industries are viewing and adopting social media. Collectively, we can shape its evolution. So please, share away!
And without further ado, here’s another chapter from my unwritten book in slide deck format: Read More »
For quite some time now, I’ve been thinking about writing a book. A book about social media. A book about what I’ve seen and learned. A book about things I would like to see. A book about strategy -- I love strategy. I’ve started writing it several times. But every time I sit down at my keyboard, doubts take over. “Why do I want to write a book? Why shouldn’t I just blog about it?” Oh, that four-letter word always wins out and the bolded text (“Chapter 1”) on my screen quickly becomes a blog title. So while I continue to contemplate whether or not to embark on this journey, I would like to leave you with a few pages from my unwritten book….in slide deck format. I had the pleasure of presenting yesterday on social media planning. The first presentation covered basic enablement, listening and intelligence, engagement and measurement. The second presentation highlighted advanced listening and intelligence, engagement, advocacy and measurement practices. Today, I’m sharing the first chapter. Hope you find it useful.
Have you ever felt like measuring social media was like a trying to crack a secret code? Sometimes it’s difficult to figure out what data is important to measure out of all the information we are receiving.
September 26th Let’s Chat! #Ciscosmt Twitter Chat
And as social media continues to become more of the way business is conducted, I’ve seen a shift in what experts are focusing on and recommending.
Join me and our special guest, Charlie Treadwell, Manager, Digital and Social Media Marketing at Cisco, for a #Ciscosmt Twitter chat on Thursday, September 26th from 9-10am PT. As part of our monthly “Let’s Chat! #Ciscosmt Series” chats, Charlie will share his listening, measurement, and monitoring expertise and we will:
Share measurement, listening, and monitoring best practices
Identify metrics to focus on
Explore examples showing social media measurement’s impact on business
Determine how to make sense of all of the data
Review ways to up-level measurement practices in a company
Let’s Chat! #Ciscosmt Series
Let’s make this a really interactive session. Bring your questions for Charlie and share your own insights and examples throughout the chat or even prior to the session. We’re looking forward to your interactions!
For those that might be new participating in aTwitterchat, here are some quick details:
What is a Twitter Chat? Twitter chats are scheduled gatherings of Twitter users to discuss a given topic, using a hashtag to keep track of conversation.
We want it to be an interactive chat, learning from each other. Join in the conversation with your insights and experiences using #Ciscosmt. And also interact with others, re-tweeting, exchanging ideas, and commenting on other points of view.
Questions will be labeled Q1, Q2, Q3. If you are responding to a question, please start your tweet with the corresponding answer number “A1”.
Getting eyes on your content can be rough. Social media giants like Twitter, Facebook, and LinkedIn offer an overwhelming number of content sharing solutions to their users. Whether you’re just dipping your toes into social media, or have been tweeting, blogging, and networking for years, these tips can help you reach out to your target audiencemore easily.
Let’s start with Facebook! Facebook’s page featureenables businesses to share pictures, videos, and news with people who have “liked” their page. The page feature allows the administrator of the page to view analytics such as the demographic, weekly views, and audience interaction. Have you had any success in the past using Facebook’s analytics? I’m interested to gather more examples!
One example I really like is from Threadless. The company uses their page to promote new products, inform customers about promotions, and respond to customer feedback. Here is an example of Facebook insights:
Facebook also offers“groups” for sharing content and collaborating. Members of a group can share contentto the group wall so every member can see it. You can also invite whole groups to events, and share documents. When you update a document, Facebook gives you the option to record what you have changed in the update. Group administrators may use privacy settings to restrict access to viewing or posting to a given group. Also, a secret group can’t be searched for and members must request permission to join.
Ways to Leverage a Group
Use as a company intranet.
Plan group events.
Communicate and share content with customers.
Here’s an example of leveraging a group:
Now let’s move onto Twitter. This channel isoften used for customer support, crowdsourcing, creating 2-way dialogues, building brand awareness, or public relations. To illustrate one of these communication types, let’s walk through this Nike example. Nike made a separate twitter account for customer service; customers tweet to this handle and Nike answers their questions. Making a twitter handle devoted to customer service provides a simple and effective solution for customer service.
Companies also leverage Twitter for B2B transactions on an ongoing basis. It’s really one of the best ways to use Twitter for business! A study showed that 11% of Twitter users who saw a tweet from a B2B tech brand visited their site and filled out a sign up form. Aurora Health Care in Milwaukee live tweeted pictures of a bi-lateral knee replacement to show off their new orthopedics technology. Aurora Health Care saw a 15% conversion from leads to sales after live tweeting the surgery.
And Twitter’s “list” feature allows a user to keep and share a set of other users and their tweets. Many businesses find that this allows them to track potential customers and clients for B2B transactions. For this type of business, the list feature has many advantages. Here’s a snapshot of a list:
Twitter List B2B Advantages
View specifics for your industry by putting followers in a list.
Target groups of industry experts with questions by tweeting at a list.
People that are interested in you can subscribe to your list and increase your audience.
Another great social media outlet for sharing content is LinkedIn. This channel allows you to share your insights with other members within your network, throughout LinkedIn, or even with select members.
LinkedIn is a powerful tool for networking and interacting with members of the site. With a few simple clicks you can communicate with business and people from all over the world. This makes a great B2B business tool By using the LinkedIn “groups” feature you can create your own groups or join other groups and collaborate. My favorite example of this is when a lawyer created a group on employment law issues for HR directors and managers. One year later the group had more then 1,000 members! Once the group was establish the law firm hosted two HR question times in their offices. The majority of attendees were not clients. The firm used this opportunity to build relationships with the attendees and eventually turn them into clients.
LinkedIn offers targeted status updates for business pages. You can choose to share a status update with the public, employee’s only, specific employees, or by industry, seniority, and geography. Targeting specific audiences can really help the way in which you share content.
Benefits of Sharing Content With Specific Audiences
Avoiding cluttering the feeds of uninterested users.
Targeting people who are knowledgeable about the content.
Testing content with friends and followers before releasing it to the public.
Choosing the right media and medium is critical. Sharing the right content with the right users can make your social media efforts much more effective. If you have a great example of content sharing via social media, let us know in the comments and share!
In our #ciscosmt Twitter chat yesterday, we talked about how to engage employees in social media. On a very high level, I presented the pillars of our program: identify, activate, recognize and measure. And previously, I blogged about a potential framework you can use for your own Social Ambassador program (that’s what we call our employee engagement program at Cisco).
At the end of the session, I offered 3 key takeaways for companies interested in starting or improving their employee engagement programs (these are all Twitter-friendly nuggets): Read More »