World's Largest Webinar (#WLW14)

Dan Zarella at Hubspot hosted the World’s Largest Webinar on the “Secrets of Social Media Today.” Here are my notes from the presentations with live link examples:

Speakers: Dan Zarella, Russ Laraway, Scott Engelman, Jed Clevenger

Topic #1: How to Make Your Social Media Presence Awesome

  • Twitter: Create a Twitter profile that attracts more followers
    • Use bio to be descriptive & reflective of why you should follow
    • Include a URL
    • Make it easy to be found
    • Use photos to draw in people visually
    • 75% access people by mobile, so don’t disregard mobile
    • Ex. @Bonobos
  • Facebook: Build presence & make the right connections
    • Fill out complete and accurate info for a page
    • Great profile pictures
    • Use free tools: contact importer, friend invites
    • Test new types of content and explore page insights
    • Ex. SweetHaus
  • LinkedIn: Create a company page that is informative & engaging
    • Write a compelling business description
    • Use an eye-catching image
    • Ex. Huge

Topic #2: Getting the Most Out of Your Posts & Audience

  • Twitter: Get more engagements for your tweets
    • Give your followers what they want
    • 80% of content not focused on selling
    • Tweet about relevant industry topics
    • Use #Hashtags correctly – think of them like structured search.
    • Build communities around these.
  • LinkedIn: use snackable content, taking audiences mind into consideration
  • Facebook: Post engaging content and get in the right conversations.

Topic #3: Don’t Waste Money; Advertise Smartly

  • LinkedIn: use sponsored updates to amplify your message.
    • Get target content to an extended audience.
    • Get advertising to mobile, desktop and tablet audiences.
    • Ex. LinkedIn Talent Solutions
  • Facebook: use direct response advertising for amazing audience targeting.
    • Can reach whoever matters to you.
    • Four pillars of Facebook ad strategy:
      1. Ad Formats: create newsfeed ads
      2. Targeting: target people not cookies. Four types:
        1. Interest & demographic
        2. Custom audiences
        3. Website custom audiences (been to your website)
        4. Look-like audience
      3. Conversion tracking: link off site to a website
      4. Measurement: manage campaign costs and optimize
    • Ex. Little Passports
  • Twitter: Campaign copy should work for you.
    • Get more mileage out of your content.
    • Don’t distract with hashtags or mentions if you don’t need them.
    • Communicate a sense of urgency.
    • Deliver a compelling offer.
  • Facebook: be human – talk to people the way you would talk to them in person. Go to http://www.facebook.com/sts for help.
  • Twitter: Ad Performance Tips
    • On twitter it all comes down to relevancy – people connected to what they are interested in.
    • Ex. @BuzzStream
  • Facebook: Ad Performance Tips
    • Objective base create flow.
    • Power Editor is for scaling your ad creation.
    • Use targeting to make the ad relevant to the audience but not too narrow.
    • Use a clear call-to-action.
    • Refresh your ads every 2-4 weeks.
    • Ex. NatureBox
  • LinkedIn: Making the most of your ad dollars
    • Use your most engaging organic post rates (shoot for something above 1%).
    • Always monitor CTR.
    • Test different bids with various audiences.
    • Keep your ROI in mind with each campaign.
    • Ex. Mutual Mobile

Topic #4: Social Media-Wide Best Practices

  • Twitter: Ex. @Chegg
  • Facebook:Be authentic and use relevant images.
    • Don’t use too much “me”-content.
    • Ex. Facebook for Business (the irony here)
  • LinkedIn:
    • Consider images that are eye-catching.

Miscellaneous Questions

  • Should I post the same thing on all three accounts?
    • Different networks and deserve to be utilized individually.
  • Should I use “Follow Me” links on my website?
    • Use calls-to-action and spread your following around.

Final Thought

  • Always be testing – marketing without data is like driving with your eyes closed.

———————–

Overall the webinar was large, but also misleading. Unless you’re new to social media, none of the material mentioned was a “secret” of any kind. While the webinar was not a waste of time, three things could’ve been done to improve its quality:

  1. Better sound. The mic was terrible and most that engaged using the hashtag #WLW14 mentioned this.
  2. Better speakers. Aside from Zarella, Laraway was the only one who did not use notes.
  3. A More Accurate Title or More Promising Material. Based on the content of the hour long webinar, it should’ve been titled “An Overview of Social Media Today.”

By fully implementing social technologies, companies have an opportunity to raise the productivity of interaction workers—high-skill knowledge workers, including managers and professionals—by 20 to 25 percent.

-”The Social Economy,” McKinsey Global Institute

Productivity Through Social Media

So you’ve heard of big data, the internet of things (IoT) and other technological advances that are allowing businesses to know more than ever about their customers, but what does this mean for marketing as we know it? Well, if marketing is the effective promotion of a product, brand or service toward a profitable end, digital marketing, then, is a shift in the medium utilized to promote that product, brand or service. And if we combine the shift in medium and the shift in knowledge of our customers, then we’re in the midst of a much larger shift than you may realize. Thus, while we continue to grasp and leverage web-based innovations, social tools and mobile technology for marketing purposes, we cannot neglect the opportunity to maximize our marketing efforts through customer optimization. Funnel Envy’s infographic below  provides helpful insight on how we can do just that:

How to Generate Value from Digital Marketing
Source: How to Generate Value from Digital Marketing

Moto 360 WatchWe’ve been told that 2014 will be the year of wearable technology or the year of the Internet of Things (IoT). Regardless of whose Kool-Aid you’re drinking, there is no denying that digital is the oxygen of our day. McKinsey & Company’s recent report on digital disruption is important, therefore, to develop a winning digital strategy that will appropriately harness the latest online and mobile technology. McKinsey notes that we must first understand six digital shifts:

1. Device Shift

2. Communications Shift

3. Content Shift

4. Social Shift

5. Video Shift

6. Retail Shift

Understanding these shifts sets the backdrop for effective digital planning. For example, a failure to understand the role of mobile and tablets in personal computing will leave your plan shallow and deficient. So how do we formulate a winning plan? McKinsey offers 5 considerations:

  1. Stay close to users by investing in customer insight. Customer behavior is rapidly changing, demanding strong market intelligence and customer insight functions.
  2. Build a competitive edge with deep analytic skills. As segments get smaller and more distinct, the need to use data to optimize product development and marketing will only grow.
  3. Make business models more robust to reflect consumer diversity. Focus and breadth are both needed.
  4. Ensure investments are clearly aligned with consumer shifts. Executives need to clearly communicate the “what” and the “why” of strategy and operations and tie this to current opportunities.
  5. Reward superb execution skills. A potential downside of big data and analytics is that the analysis goes on too long and the market opportunity evaporates or is seized by a competitor.

Read the full article here.

Image: Moto 360 Watch with Android – Credit Motorola