The document outlines Eric Metelka's presentation on using social media for business. The presentation covers targeting audiences by finding relevant communities, measuring social media authority, developing a brand voice, optimizing posts for different platforms, and measuring social media return on investment through engagement and share of voice metrics. The goal is to help businesses use social media to effectively engage audiences and measure the impact on their business.

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How Your
Startup Can
Use Social
Media for REAL
RESULTS!
@eric3000!

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Where You Can Find Today’s
Slides!
http://www.bit.ly/emetelka!

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Introductions!
☐
Name!
☐
What you’re working on!
☐
Goals for today!
!
!

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I'm Eric Metelka, Community Manager at G2
Crowd. I am a former management consultant
and the former digital marketing manager at
BestVendor.!
@eric3000!

5. @eric3000
My Goals for Today!
Ø You are able to target communities of
your audience online!
Ø You can optimize your posts for each
platform you share on – helping you cut
through the noise!
Ø You understand how to measure social
ROI!

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What I’m Going to Cover!
☐
Introduction – 10 mins!
☐
Strategy – 20 mins!
☐
Engagement – 30 mins!
☐
Measurement – 20 mins!
☐
Conclusion/Questions - 10 mins!
!
✔

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Strategy!

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Audience Targeting!

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Where Is My Audience?!
• Form hypotheses of possible targets -
personas!
• Find a micro-community of the target and
engage with them!

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Who Follows Your Competitors!

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Sort by Authority!

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How to Measure Authority!
• Number of followers!
• Number of retweets!
• Klout score!
• Kred score!

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Double-Sort by Retweets of Others!

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Engaging
Listening
Crea-ng
Sharing
Curator
The
brand
surfaces
and
shares
the
most
interes2ng
content
shared
by
its
audience
who
appreciates
the
chance
to
reach
a
large
audience
Tastemaker
The
brand
creates
engaging
content
that
dictates
trends
to
its
fans
and
a
broader
audience
Conversa-onalist
The
brand
is
great
at
conversing
with
its
audience
which
is
looking
for
two-­‐
way
communica2on
and
customer
service
Explorer
The
brand
is
experimen2ng
with
ways
to
interact
with
its
audience
by
seeing
what
content
creates
engagement
Social Media Brand Personality Matrix!

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The Importance of Having a Voice!

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Engagement!

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Social Media Communication
Guidelines!
• Helpful!
• Useful!
• Timely!
• Informative!
• Relevant!
• Practical!
• Actionable!
• Generous!
• Credible!
• Brief!
• Entertaining!
• Fun!
• Occasionally funny!
Posts
and
tweets
should
have
as
many
of
these
a2ributes
as
possible

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@eric3000!

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@eric3000!

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@eric3000!

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Posting Goals!
Post
for
Click-­‐
Through
A
headline
that
makes
people
want
to
know
more
Post
for
Sharing
A
headline
with
a
complete
informa2ve
thought

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Google+!
• Rich content (like Facebook)…!
• BUT in chronological order (like twitter)!
• Algorithm promotes posts with high
engagement!
• 2048 px pictures are beautiful to share!
• Auto-generates hashtags!
• Easy to share in communities!

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Example: Kate Spade!
• Facebook!
• Twitter!
• Tumblr!
• Pinterest!
• Blog!
LIFESTYLE BRAND!

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Embrace Each Platform!

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Keep Design Consistent!

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Keep Design Consistent!

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Don’t Just Share Your Own Stuff!

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Measurement!

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Customer
Sa2sfac2on
Social
Content
Mobility
Social Media Metrics!
Engagement
Number
of
followers
Ra2o
of
posts
to
comments
Total
content
reach
Customer
sa2sfac2on
scores
Content
Tone
Customer
sen2ment
Share
of
voice
Shares
and
retweets
Ra2ng
of
sites
featuring
shared
assets
Number
of
links
CTR
on
shared
content
Organic
men2ons,
replies,
and
retweets
Week
over
Week
growth
in
followers
Number
of
visits
via
social
referral
Share
of
Conversa2on
Klout
score
of
fans/
followers

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Audience!

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Traffic!

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Engagement!

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Revenue!

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How Much of the Conversation Are
You Getting?!
Share of Voice = Your Mentions / (Total
Mentions for Competitive Companies)!

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Tools

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Conclusion!

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Target and Add Value to Micro-
Communities of Potential Users!

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Know and Understand Your Brand
Voice!

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Pictures, Questions, and Unique
Content Engages Users!

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Don’t Just Share Your Own Stuff!

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Social Media Impact = Share of
Voice!

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Questions?!

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Digital Marketing Reading List!
Ø Kissmetrics Blog -http://blog.kissmetrics.com/!
Ø Andrew Chen – http://andrewchen.co!
Ø Rand Fishkin – http://moz.com/rand!
Ø SEOMoz blog – http://SEOmoz.org/blog!
Ø Inbound – http://inbound.org!
Ø Slideshare - http://www.slideshare.net/!

53. @eric3000
Email: e.metelka@gmail.com!
Twitter: @eric3000!
LinkedIn: /in/emetelka!
Facebook: /e.metelka!
!
Download Slides:
www.slideshare.net/emetelka/!
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