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
- Ex. SpringCM
- Facebook: Post engaging content and get in the right conversations.
- ABE=Always be experimenting
- Ex. Kay’s Designer
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:
- Ad Formats: create newsfeed ads
- Targeting: target people not cookies. Four types:
- Interest & demographic
- Custom audiences
- Website custom audiences (been to your website)
- Look-like audience
- Conversion tracking: link off site to a website
- 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)
- Consider images that are eye-catching.
- 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.
- 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:
- Better sound. The mic was terrible and most that engaged using the hashtag #WLW14 mentioned this.
- Better speakers. Aside from Zarella, Laraway was the only one who did not use notes.
- 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.”
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