Managing Online Relationships

Online Relationships
Best Practices
for
Building &
Managing
Online
Relationships

Heidi Miller, Social Media Consultant, www.heidi-miller.com
@heidimiller
http://proﬁle.to/heidimiller

Wednesday, December 22, 2010

Goals, not tools

@heidimiller
#huzzah

Focus
your
strategy

@heidimiller
#huzzah

Focus
your
strategy
• Who is your target audience?

• What is your marketing goal(s)?

• How will you measure success?
@heidimiller
#huzzah

Relationship Strategy
• Whom do you want to reach?

• Why?

• What do you want them to do?

• How can you help them?

• How will you know when
you’ve succeeded?

• What are your current
marketing goals?

@heidimiller
#huzzah

Where are
your key
inﬂuencers?
• LinkedIn
• Facebook
• Twitter
• Flickr
• MySpace
• Amazon reviews
• iTunes
• Forums
@heidimiller
#huzzah

Who are
you
trying to
engage?

@heidimiller
#huzzah

% Growth of
adults updating
Twitter status

@heidimiller
#tcc10

Average age of
SNS users by site

@heidimiller
#huzzah

Know
your
super-
power

@heidimiller
#huzzah

Why should anyone interact
with your brand?

@heidimiller
#huzzah

with your brand?
• We help people who spend/enjoy/love _________
and who need ________

@heidimiller
#huzzah

with your brand?

• Who are facing ______________

@heidimiller
#huzzah

with your brand?

• Who are facing ______________

• After interacting with us will enjoy
_________________

@heidimiller
#huzzah

with your brand?

• Who are facing ______________

_________________

• While enabling ______________

@heidimiller
#huzzah

with your brand?

• Who are facing ______________

_________________

• While enabling ______________

• Compared to _______________

@heidimiller
#huzzah

Know before you
Tweet... monitor

@heidimiller
#huzzah

Set up Google alert
www.google.com/alert

Your name
Your brand
Your product or service
Competitor’s names
Issues
Keywords

@heidimiller
#huzzah

1. Enter search term

@heidimiller
#huzzah

1. Enter search term 2. Choose Everything

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#huzzah

1. Enter search term 2. Choose Everything

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3. Enter email & create

Build
online reputation

@heidimiller
#huzzah

@heidimiller
#huzzah

Be personal
Be generous
Be relevant

@heidimiller
#huzzah

Building Presence

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts
Post thoughtfully on a regular basis on relevant topics

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts
Comment on relevant blogs

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts
Call in podcast comments

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment
Join Facebook events

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment
Share Facebook events

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment
Invite more people to Facebook events

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment
Tag friends in photos

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment

• Twitter

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment

• Twitter
ReTweet relevant, useful content

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment

• Twitter
Reply promptly

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment

• Twitter
Reply promptly
Twitter events with hashtag

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment

• Twitter
Reply promptly
Participate in Follow Friday

@heidimiller
#huzzah

Building Presence
• Blogs/podcasts

• Facebook
Like
Comment

• Twitter
Reply promptly
Participate in Follow Friday

•
@heidimiller
#huzzah
Comment on LinkedIn group posts

Expose yourself

@heidimiller
#huzzah

Act like a person...

not
a
brand

@heidimiller
#huzzah

Express
personality

@heidimiller
#huzzah

Be personable...

without being

too personal

@heidimiller
#huzzah

• Strategize your superpower
keywords and topics
• Focus 75% of your original
content on those topics
• Keep a clear content focus
• Keep a clear brand identity

@heidimiller
#huzzah

Keep a topical focus

• Strategize your superpower
keywords and topics
• Focus 75% of your original
content on those topics
• Keep a clear content focus
• Keep a clear brand identity

@heidimiller
#huzzah

Setting up your Facebook
proﬁle/Page

@heidimiller
#huzzah

Proﬁle Basics

• Use logo for Facebook Page
• Use consistent, friendly, professional proﬁle photo everywhere else
• Person’s face
• No kids or pets

• Create consistent one-line brand statement
• Create consistent one-paragraph statement
• Representatives should disclose company relationships
• Use www.knowem.com to save name across SNS
• Capture your brand or as close as you can get to it

@heidimiller
#huzzah

Page do’s

• Wall settings
• Info information
• Photos
• Videos
• Events

@heidimiller
#huzzah

Set brand + others
as Wall default


Always let others
post to your Wall


Say which humans
are posting and
listening


Link back to site(s)
Give mission
statement
Give product info

Say which humans
are posting and
listening


Your photos


Your photos

Let others post
photos, especially
from events


General rule: keep
videos fun and
under two minutes


Tip: www.Animoto.com
creates free, animated videos
from your photos

General rule: keep
videos fun and
under two minutes


Setting up your Twitter
proﬁle

@heidimiller
#huzzah

Proﬁle do’s

@heidimiller
#huzzah

Proﬁle do’s

Handle: Descriptive,
shortest version of
your brand

@heidimiller
#huzzah

Proﬁle do’s

List brand name

shortest version of
your brand

@heidimiller
#huzzah

Proﬁle do’s

List brand name

shortest version of
your brand List email so friends
can ﬁnd you via
email

@heidimiller
#huzzah

Proﬁle do’s

Link to
brand
website

@heidimiller
#huzzah

Proﬁle do’s

Link to
brand
website
Bio: list beneﬁt statment
with keywords. If
Twittering for a brand, say
so.

@heidimiller
#huzzah

Twitter engagement
best practices

@heidimiller
#huzzah

What to Tweet?
links to interesting stuff
based on topical interests

@heidimiller

Link shorteners

http://is.gd.com
http://tinyurl.com
http://adjix.com
http://bit.ly (has tracking)
http://snurl.com

@heidimiller

What to Tweet?
links to videos

@heidimiller

What to Tweet?
links to your posts

@heidimiller

What to Tweet?
links to your posts

General rule: promote others’ content 8x
as often as your own
@heidimiller

What to Tweet?
questions

@heidimiller

What to Tweet?
where you’re going

@heidimiller

What to Tweet?
breaking news

@heidimiller

What to Tweet?
customer service updates

@heidimiller

What to Tweet?
links to funny stuff

@heidimiller

Answer the questions

@heidimiller


• What are you reading?
• What are you commenting on?
• What are you blogging?
• What are you furious about?
• What are you excited to see?
• What do you need right now?
@heidimiller
• What are you wondering about?


• What would you like to ask?
• What are you participating in?
• Who are you with?
• What are you talking about?
• What are you laughing about?
• What are you rolling your eyes over?
@heidimiller

Which is more relevant?

@heidimiller

Which is more relevant?
eating oatmeal ﬁghting off zombies

@heidimiller

Twitter conventions

@heidimiller

Hashtags
#sxsw Keyword or
#macworldexpo
#blogher10 term that
#chic2geek
#smbsea describes an
#bcs10 item (metadata)

@heidimiller

Mentions

@heidimiller

The Power of the
ReTweet

@heidimiller

Rules of the ReTweet

• Read the linked article
• Give credit to original
poster
• Add a hashtag
• Add a commentary
• Shorten if necessary


Conventions

H/T = Hat tip (thanks/credit)
CC = mention to speciﬁc followers
via @follower = credit to original poster (after a RT)
#FF = Follow Friday, a convention in which Twitterers
list suggestions of cool people to follow on Fridays
@heidimiller

Shared Posting Tools

•➡
www.cotweet.com
Set up cotags
➡ Schedule Tweets
➡ Assign Tweets to team members
➡ Take and share notes on Twitter users

•➡
www.hootsuite.com
Set up cotags
➡ Schedule Tweets
➡ Schedule Facebook updates
➡ Get link stats


Tips for relationship building
• Be generous and gracious. Check your ego at the door.

• Stay on topic. Post content related to your stated, keyword interests and
expertise.

• Don’t be That Guy: no blatant self-promotion. Help others ﬁrst and most.

• Set guidelines and trust employees to be personable without being too
personal.

• Be omnipresent: take advantage of cross-
posting automation.

• Be a nerd: track and measure everything.

• Be patient: allow yourself to make mistakes.

• Be generous with comments, praise, likes,
opinions, responses and reTweets.


Social CRM:
Building &
Managing
Online
Relationships

Heidi Miller, Social Media Consultant, www.heidi-miller.com
@heidimiller
http://proﬁle.to/heidimiller


Managing Online Relationships

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