Social Media continues to be a rising tactic for engaging the right prospects (with “Klout”) and generating buzz for your brand, products and services. Smart use involves much more than simple robo-posting of links back to content. Here, you’re after authentic conversations — people don’t buy from content, they buy from other people and that’s exactly what Webdirexion Social Media campaigns are all about. Go for an “emotional handshake” — people like to do business with people they feel they can trust.
In preparing for our PAII Webinar on Online Marketing Recommendations for Websites (Sept. 30th — register online, it’s free), we took a closer look at some Hotels & Inns we had reviewed recently to look for the strengths in their social media strategies.
Below, I’ll outline some things we know are strong for both the Balch Hotel and the Edenwild Inn with regards to their presence in the social venues. First, let’s look at the Balch Hotel:
The Balch Hotel covers a range of social sites including those above (Google+, Twitter, and Facebook) with a smart strategy to emphasize different advantages of staying with them
Are you closing your social media connection loops?
How can you engage strong Klout leaders in social media, then close the engagement loop? Let’s take a look. This post begins with a focus on a great engagement tip using HootSuite — the pro social media dashboard, scheduling and swiss knife tool. Then we’ll look at a SlideShare presentation (still another content engagement tactic you should explore) and with a takeaway on content strategy. The beauty of the sequence is that using social media, one connection led to another and this post closes that loop.
Let’s start with a Hootsuite tip (disclosure, Webdirexion is a pro solution partner with Hootsuite and both Julie Hume and myself are certified in Social Media Marketing by Hootsuite University). In a nutshell, this tip focuses on finding and engaging Klout leaders. You read it right — “Klout” is the name of a ratings service that looks a key performance indicators in social media and assigns you a score. The higher the score, the more Klout you have… see Webdirexion’s Klout score here.
The Klout Technique in Hootsuite
In the screenshot below, using Hootsuite, you can see that I have first filtered in the “stream” of twitter users that have mentioned our company (@Webdirexion) using the Klout filter set for at least 40-45 strength. This reveals at least one possible Klout leader for engagement:
3-steps for engaging with Klout leaders as a social media marketing tactic.
My reply, which links back to this post, shows in the Hootsuite stream with the original message.
After I review a Klout leaders profile, I check number of followers (Vinay has 4400+ followers that may see my reply to him) and further qualify the the contact. Then I actually read the post and follow the link in it. I need to do each of these things to qualify the contact (ie. a possible client or a colleague?) and make an intelligent reply. No robo-replies here — being “social” means you actually talk to one another with authentic dialog.
Following the link in Mr. Koshy’s original post led me to the slideshare presentation included below — and gave me the right inspiration for a reply. Note that in the reply, I did three key things:
I linked back to this article which mentions the dialog
I put some text before @vpkoshy because if I did not, only vpkoshy would see the reply (credit to our Julie Hume for the tip on that tactic)
I used a hashtag to extend visibility for the reply
The Content Strategy Concept (from a Slideshare presentation)
Note how the Content Pillars support each of the objectives above.
On slide 28 shown at right, in a presentation recommended by our Klout Leader friend from Australia, the author (Christel Quek) gives a diagram of three “content pillars” supporting the audience, brand objective and user motivations. What a concise way to picture your “content marketing” work to be done.
There are also a number of great tips for social media marketing in that presentation, including:
Using hashtags as a call to action
Let your brand personality shine in social media
Remember to use social media to “listen to understand”
Focus on how your products or services touch people’s lives
Make your user the hero
Recognize your champions — influencers
I then left a comment at the slideshare. Thousands of people will see the tweet. Mr. Koshy will see that Webdirexion replied directly and followed up and respected his tweet. Ms. Quek will find out that a Koshy tweet led to a blog post with her slideshare embedded (below). Who knows, maybe Vinay Koshy and Christel Quek will learn about and help be influencers for Webdirexion. It’s a social circle — see how that works?
Here’s the slideshare on winning at content strategy:
Hootsuite: Social Insights with Adam Pisoni Co-founder – Yammer
At the center of this post’s tactical tools is Hootsuite, so we’ll end with a short video of thoughts related to using the platform.
How does a company respond fast enough to their customers that are themselves, communicating, sharing and learning at faster and faster speeds due to technology? Adam Pisoni of Yammer has some thoughts in the following video. Yammer is a private social network that helps employees collaborate across departments, locations, and business apps. Note that you can add Yammer and dozens of other networks and apps into your convenient Hootsuite pro dashboard.
When it comes to managing Content Marketing and a breakdown of all the related objectives, there’s either a WordPress plugin or a core feature of WordPress itself that has you covered. We’ll take a look at a new Strategic Map of Content Marketing Technologies from Robert Rose at the Content Marketing Institute (CMI) and see how WordPress is a good play for these needs in this post.
In their book, Managing Content Marketing, co-Authors Robert Rose and Joe Pulizzi detailed a “Content Marketing Process” that worked in a cycle from Create and Manage, to Optimize, Aggregate and Curate, to Converse and Listen, to Measure and Learn. Repeat. Now, Robert (who kindly granted me permission to reproduce and add the WordPress elements — thanks Robert), has reworked the diagram based on some new thinking about strategies and tactics after listening to various constituencies. It looks like this:
The current map, copyright 2013 Robert Rose, shows some additional “disruptive solutions” listed in the overlap areas in the square area.
As social media marketing merges with SEO and the tools evolve, the Webdirexion team has some ongoing tips and social strategies to help you stay on the top of your game.
This week there are three Social Media Marketing tips from our team outlined here with the video below. And remember to join us on the last thursdays of June, July and August for one hour Social Strategies Sessions with experts — you can ask them questions, and win prizes.
This week’s Social Media Marketing Tips:
Julie Hume – Hashtags to search and get visibility: Use Hashtags to help you find tweets, posts, and influencers in a particular industry, and also use them in your own tweets to extend visibility. Julie mentioned Symplur, which focuses on Healthcare Industry connection tactics (Webdirexion has a focus in Healthcare and Medical Industries). Julie focuses on Twitter marketing for Webdirexion:
Above is Symplur.com — a site dedicated to boosting connections within Healthcare social media.
Danette Sheppard-Vaughn – SaaS Tool for FaceBook Marketing: Danette put us on to a good new FaceBook tracking service (more…)
What’s in the cards for modern user interfaces? The new Google+ uses cards — surfable squares of content — to boost focus and interaction and we’re trying out two new plugin interfaces for WordPress sites at Webdirexion to foster engagement. Let’s look at how these new interface engagement strategies work.
Have you noticed the move to presenting content in a square, card-like format? You probably have if you spend much time on a mobile device, and the meme is making its way back to the desktop. Have a look at the responsive new user interface for Google+, just out this week. We’ve seen a lot of these hyperactive squares in layouts on mobile devices of late, and there’s a distinctly 2000-teens feel to it. Now G+ is taking it to (more…)
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