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Utilizing ROP Content on Your
Social Media Platforms
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Kelly Donovan
Team Leader, Online Marketing, Naylor, LLC
Kelly establishes online marketing strategy including email, SEO, search engine and social media marketing for all of Naylor's digital products. She also monitors and interprets Web traffic to assist sales team with promotion of online advertising opportunities. Kelly is based in Atlanta.
Jamy Smith
Group Publisher, Naylor, LLC
Jamy leads the HR & Professional Services Publishing Division for Naylor, LLC. In this role he is responsible for all Online, Print, and TV Association Advertising Projects, Association Partnership Management, Sales and Marketing Strategy
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Using social media with ROP
• How do you currently use social media for
business?
• What are your challenges with using social
media?
• How can you use ROP to promote your
organization or industry?
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Why Use Social Media?
• Facebook has 618m daily active users.
– Average age on Facebook is up from 38 in 2010 to 41 in 2012. – 2B connections between local businesses and users.
– 645 million weekly business Page views – 13m comments weekly on business Pages
• Twitter has 200m active users
– 400m tweets sent per day
– Avg. Twitter user spends 170 minutes per month on site
• LinkedIn has 200 million users
– Avg. LinkedIn user spends 17 minutes per month on site – 2.7m LinkedIn business pages
– 1.5 million groups
– LinkedIn recently acquired Pulse
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Why Use Social Media?
• Facebook is the second most-visited site in
North America
• 42% of companies have acquired a customer via
• LinkedIn is the 14
thmost-visited site in the world
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The Big Picture
How to effectively use social media for business:
1. Know Your Audience
2. Promote Your Social Media Presence
3. Continuously Use Social Media
4. Monitor Conversations About Your Brand and
Competitors
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Know Your Audience
• Who is your target market?
• Are they using social media?
• What is the general sentiment of comments about your
company?
• What are the trending topics within your industry?
• Who are the major influencers?
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Using Facebook to build relationships:
1. Build a Facebook Page for your company if you don’t already have one.
2. Link to www.returnonperformance.com in addition to your website(s). 3. Invite your colleagues and customers to like and engage with your
Page.
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Posts by others appear on the right
Others can write
recommendations about your products and services. Others read what
you’re about by clicking here.
Encourage clients and colleagues to “Like” your page.
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Set Up Your Profile:
1. Don’t use numbers, if possible 2. Include keywords in your bio 3. Add a website
4. Set your profile picture to a headshot of you OR your company's logo.
– The default "egg" avatar
screams, "I don't use Twitter" or "I don't know HOW to use Twitter.”
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6. Search for hashtags ("#") people are using to unite conversations about similar topics.
Hashtags are the pound sign added in front of any word or phrase.
Hashtags are used:
To signal that a tweet is about something in particular. #studyabroad
To participate in Twitter conversations between more than two people. #assnchat
To unite people tweeting at an event. #NAFA2013
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Build Your Reach and Search Engine Visibility:
1. Make sure your tweets are public.
2. Tweet in a way that others will want to retweet
and interact with you.
– Do not tweet "Please RT." Good content earns
retweets without asking.
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Searching for connections on Twitter:
1. Find clients by searching for them within Twitter or (often easier) going to their website and finding their link to their Twitter account (usually on their home page).
2. Within their profile, see who follows them by clicking on "Followers." See if any of those people are existing or potential customers.
3. See who they follow by clicking on "Following." These might be members, industry influencers, and vendors.
4. Search for influencers within the industry. Repeat steps 2 and 3 for these accounts.
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More ideas for participating in online conversations: • Follow customers
• Tweet new offerings and discounts
• Tweet IMA’s digital publications (with permission) • Respond with landing pages/website links
• Include #hashtags
• Retweet thought leaders’ tweets • Ask questions: show curiosity
• Congratulate other industry leaders
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• Much more professional than Facebook or
• Must register and curate pages as an
individual
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View the chart of comments and
discussion trends to see what days saw a high level of activity.
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The Big Picture
How to effectively use social media for business:
1. Know Your Audience
2. Promote Your Social Media Presence
3. Continuously Use Social Media 4. Monitor Conversations About
Your Brand and Competitors 5. Respond to Customer
Questions and Feedback
Kelly Donovan
Online marketing specialist | Naylor, LLC
(800) 796-2638 ext. 2633 | Direct: (770) 576-2633
kdonovan@naylor.com | www.naylor.com
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Sources/Further Reading
HubSpot's "How to Attract Customers With Twitter and Vine" eBook (Must fill out short form before downloading, but no $ cost.)
http://cdn1.hubspot.com/hub/53/How_to_Attract_Customers_With_Twitter_And_Vine.pdf
This 61-page eBook may be longer than other resources but it's packed iwth tips about how to set up your profile, interact with others, and measure your social media efforts in ways that maximize your Twitter activity.
4 Ways to Use Storytelling for B2B Social Media: This post is especially relevant to sales using Twitter to gain advertisers.
http://socialmediab2b.com/2012/05/b2b-social-media-storytelling
7 Ways B2B Tech Companies Can Use Twitter For Lead Generation: Consider automating some of your tweets, so you appear active even when you don't have time to be active on Twitter. Automation also allows you to spread out a lot of great content you have collected at once instead of blowing up your followers' feeds.
http://copywritertoronto.com/7-ways-b2b-tech-companies-can-use-twitter-for-lead-generation/ How to Join Conversations About Your Brand, by Jason Duty, Dell Corporation
http://vimeo.com/45623242
How to Boost Engagement on Your LinkedIn Company Page (How to update your LinkedIn status so others will pay attention.)
http://www.socialmediaexaminer.com/how-to-boost-engagement-on-your-linkedin-company-page/ 9 Ways to Become a Better Community Manager
http://www.socialmediaexaminer.com/9-ways-to-become-a-better-facebook-community-manager/
(This article focuses on managing a page, but the same principles apply if you are using Facebook individually for professional reasons.)
Ten Reasons Businesses Should Be on LinkedIn
http://www.bizjournals.com/pittsburgh/print-edition/2012/08/24/reasons-business-should-be-on-linkedin.html?page=all
Facebook Marketing: https://www.facebook.com/marketing
