Irvine, Orange County, California, USA
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@ginidietrich @NealSchaffer My pleasure Gini! Thanks for the invitation!
1 month, 1 week ago on Join Neal Schaffer for a Special Author Q&A Today
Thanks everyone - I hope I was able to answer all of your questions. If I didn't feel free to get back to me - you can find me almost anywhere in social with the username "nealschaffer" . Make it a great day!
@belllindsay @NealSchaffer My pleasure - it's been fun! Disclaimer: I've been multi-tasking watching the Netherlands vs Australia World Cup match, so I probably could have typed a little bit faster ;-)
@aimeelwest @NealSchaffer Tully's Hawaiian Blend with 1 Truvia and 2 Mini-Moos ;-) Yourself?
@LauraPetrolino @belllindsay @Eleanor Pierce What the ?!?!?!?
@LauraPetrolino Concentrate on the content/message/engagement, not the hashtags ;-)
@LauraPetrolino 1) Make sure that your visuals are sized/optimized for mobile devices. 2) Make sure that you have a mobile-optimized website. I think these two simple things can go a long way in making sure that your mobile/social approach will be consistent with the desktop. Beyond that would be in creating apps that truly serve your mobile audience - read Youtility by Jay Baer for some great examples of brands doing that.
@belllindsay I talk in the last chapter of Maximize You Social about sticking to the "Here and Now" of social media. So few companies have maximized the potential of the "older" platforms that I would not steer them towards thinking about the future and experimenting with every new platform - unless you are 1 of the 1% of companies that are truly pioneers in social.
@LauraPetrolino My advice for Reddit would be to read all of the blog posts here: http://maximizesocialbusiness.com/author/jesse-aaron/
I personally haven't invested much time in Reddit, but I do know it can be valuable. I was recently invited to something akin to a Twitter chat on Reddit and look forward to it. Until then, there's not much I can share. I will say, though, that part of a strategy is about deciding what NOT to do - it really is impossible to be on every platform, and it simply might not make sense, right? That's why my strategies will rarely cover every platform - after all, how many companies have truly maximized their potential of using Facebook, Twitter, LinkedIn, Google Plus, Instagram, Pinterest - and YouTube?!?!?!?
@Eleanor Pierce Yes - I use StumbleUpon as well, and it is a great traffic generator, although the value of that traffic is questionable. I use it in two ways: I thumb up everything I share to pay it forward to the community as well as use Paid Discovery for strategic blog posts similar to giving some posts a "boost" in Facebook. That combination means I don't need to spend a lot of time but am able to generate a certain amount of constant traffic from StumbleUpon.
@LauraPetrolino LOL! Well, the photo networks of Instagram and SnapChat wouldn't be fun because there wouldn't be much to take a picture of, right? That leaves LinkedIn, Twitter, Facebook, G+ and Pinterest. I don't think I'd be doing much business on the deserted island and thus would leave out LinkedIn and G+ (both of which I tend to use more professionally). That leaves Facebook, Twitter and Pinterest ... and this is where it gets harder. EVERYONE is on Facebook, the news breaks on Twitter and Twitter is also a repository of a lot of content shared on Pinterest and Instagram, so I wouldn't need Pinterest. Between Facebook and Twitter ... well, I might just pick Twitter because it would allow me access to all of the information I need that might be limited on Facebook. Plus, I know enough cool people on Twitter that it would allow me to remain social enough ;-) But for many other people, I could see them picking Facebook over Twitter. I've just been super-active on Twitter for 5 years now and love the community and the content it stands for (even though it can get spammy). Phew - that was a deep question!
@Eleanor Pierce I wrote about this in Maximize Your Social, but I begin my social media strategy consulting sessions by asking the department who hired me to bring all internal stakeholders to our first meeting and ensure we can be as inclusive of them as possible with the strategy. It requires companies to break down silos and have an open conversation internally about how your social presence can help meet many internal objectives spread across multiple departments. This is when your social media strategy is transformed from a pure marketing/communications vehicle to a true social business strategy. After initial meetings, some companies create separate social media divisions or a center of excellence or an internal task force, but the objective of finding out how to work together to make social work for the entire company is key. I cover this in the book and include an interview with Dell about their experiences here.
@LauraPetrolino There are many case studies I use in Maximize Your Social as well as in that #smmw14 presentation. There are some classic ones like Blendtec that are still relevant today. @TheSalesLion obviously has a great story, and I think Hubspot does as well. I like the case studies of the underdogs, the consumer brands that aren't as well known or B2B brands who clearly used social as a strategic platform. Sorry I can't be any more specific because there are so many!
@LauraPetrolino @NealSchaffer @TacoBell @RitzCarlton @MaerskLines @BarneysBeanery @Hubspot @Intel I plan to do it again soon ... stay tuned!
Thanks for your patience - I'm working through all of your questions one at a time while enjoying my morning java ;-)
@LauraPetrolino As for individuals, being active in social for a few years its been interesting to see the relevant popularity of some rise while others have been forgotten. As far as those that have risen, I'd say they have two things in common: They consistently create great content and they are genuinely nice and engaging people. Some of these would include @JayBaer , @IanCleary (of @RazorSocial ), and @TheSalesLion .
@LauraPetrolino I actually covered this when I presented at #smmw14 (for those of you who attended), but I actually used big data to prove that there were certain scientific truths about effective social media marketing and proved them through showcasing a few companies in a few industries. Some of the companies I highlighted were @TacoBell , @RitzCarlton , @MaerskLines , @BarneysBeanery , @Hubspot and @Intel .
@belllindsay 1) Have measurable objectives 2) Decide on the right metrics that will help them measure ROI 3) Have the right tools to help them with measurement. No shortcuts here!
@LauraPetrolino To start a brand ambassador program, it comes down to understanding who your brand ambassadors, where are they in social, how they use social, and what relationship they want with you! Many choose the wrong people or don't start with the ... drumroll ... strategy creation! I would almost, after finding those that are already promoting your brand in social, reach out to them and begin a conversation with them. Listen to their praise and criticism of your product. Ask them what you can be doing better. Sometimes just the act of doing this will reap enough dividends that you don't necessarily need to be giving away a lot of freebies. It just comes down to having a sincerely _human_ approach to brand ambassadors that I see few companies having.
@LauraPetrolino Each one was different in terms of my objectives for writing them as well as where I was in my career vis a vis a social media consultant.
My first one, Windmill Networking: Understanding, Leveraging & Maximizing LinkedIn was the funnest book to write because the book for me was a networking tool and thus everything was organic and free-flowing (which is probably why the book is a little on the long side!).
My second book, Maximizing LinkedIn for Sales and Social Media Marketing, was really about establishing myself as a social media for business author and sharing my perspective on LinkedIn from a professional who has a career in B2B sales and marketing. So, in that book which I wrote in 2011, I was already talking about B2B social media marketing on LinkedIn, and although I didn't use the terms, I did bring up the concepts of social selling and employee advocacy back then in the book.
My most recent book, Maximize Your Social, has to be my favorite because it's my newest book, and we are always trying to improve our work, right? This one was really a brain dump of how I create social media strategies for my clients, so it was my favorite for the reason that I was trying to share everything I knew as a professional to get to the next stage in my career as well as the fact that I brought many of my friends who blog on Maximize Social Business into the book as well.
Sorry for the long answer. Hopefully you can see that I'm a pretty passionate person ;-)
@Eleanor Pierce Two things about business blogging that I cover in the book.
1) Your blogging objectives need to be aligned with your social media strategy objectives. If you are building community you want to invite in your fans to blog. If it's about employee advocacy, you'll want to invite your employees in. If neither, you can imagine how blogging for thought leadership versus lead acquisition will fundamentally be different. So start with the objectives.
2) Once you determine your objectives, you need a way to filter out your content to make it digestible and easy for you to maintain a consistent blogging schedule. To do this I introduce the concept of content buckets to organize your content ideas. If you can pick four main categories of content around products, customer problems, markets, et. al., you now have a way of blogging on one of four categories a week, ensuring that you'll never need to question why you're blogging or what you need to blog about!
KEEP THOSE QUESTIONS COMING! WE STILL HAVE 45 MINUTES LEFT!!!
@Eleanor Pierce My book was written a year ago, but at that time I was already talking about how Paid Social is one of the most under-utilized yet effective methods of social media marketing. The problem with social media is that it relies on people to create content and engage. Paid Social allows your organization to truly scale. At a minimum, in the book, I recommend companies to consider using Paid Social to ensure they reach monthly or quarterly goals for whatever objective (reach, click-throughs, etc.) they have.
@belllindsay Many are doing social because everyone else is doing or it or they feel the need to do it because it is becoming mainstream. I have clients that have a few employees doing their social, but with all of the money being spent, they really don't know if they are spending too little or too much! That's because they never tied a business objective to social. I think another issue is that many executives still don't really understand social deeply enough. I wrote my book to address both of these issues!
@LauraPetrolino The biggest mistake I think is that most people/companies really don't have a strategic approach to social. Perhaps they are doing the same things they did a year or two ago despite the fact that social has changed, or perhaps they never aligned their social objectives with business objectives and thus are just spinning their wheels without maximizing the true potential of social ROI.
@Eleanor Pierce Hi Eleanor! I'm a little different in that social media literally is my business. And, to be honest with you, like other social media consultants will tell you, I never find enough time to implement everything I do.
I cover my planning and strategy on a roughly daily and weekly basis - probably not spending more than a few minutes a day or a half-hour a week. I do deeper dives into planning and strategy on a monthly basis probably spending an hour.
For me, my strategy and planning efforts primarily come down to decisions regarding content creation and platforms. Hope this makes sense!
@LauraPetrolino Definitely a professional, resourceful, utilitarian focus. VERY different than what you would do on Facebook. So, for B2B companies this is a natural, for B2C companies it definitely takes some tweaking!
KEEP THE QUESTIONS COMING!!!
@belllindsay @NealSchaffer @ClayMorgan @LauraPetrolino LOL!
@belllindsay @ClayMorgan @LauraPetrolino I prefer a data-driven approach to social and try not to get personal or emotional about any particular network. If the data proves its value, we have to be on the platform for our clients and ourselves, right?
@ClayMorgan @LauraPetrolino Yes, Clay, unfortunately LinkedIn has to compete with other social networks - and also have to satisfy shareholders, right?
@LauraPetrolino I think LinkedIn keeps getting better and better! Certainly they are trying to compete with the other social networks for mindshare, but its core function of being a professional's phone book of sorts still makes it the greatest gift for sales professionals and recruiters. As for marketers, LinkedIn is getting more and more eyeballs and many companies are having success with Company Pages, Groups, and Ads, so I wouldn't take my foot off the gas pedal vis a vis LinkedIn strategy ;-)
@LauraPetrolino Greetings from Southern California!
@aimeelwest Hi Aimee!
@belllindsay Thanks for having me! Why social media? I started using social media as a tool back in early February of 2008 and really haven't looked back. My career before social media was in sales and marketing, so I've always enjoyed interacting with people and making new friends. Isn't that what social media is all about? ;-)
Looking forward to all of your questions!
@annelizhannan We'll make it happen next time Anneliz!
4 months, 2 weeks ago on 3 Takeaways from Neal Schaffer’s Maximize Your Social
Thank you so much for your kind words and sharing my event with your world. Most of all, thanks for coming out - it was great to have finally met you IRL!
@annelizhannan Missed 'ya Anneliz!
Hey RJ - Thank you so much! I'm honored by the inclusion! Glad to see that you chose some of my favorites as well: @2morrowknight @MarshaCollier @terrinakamura @arkarthick and @brasonja !
7 months, 2 weeks ago on 12 Days of Twitter – Who to Follow in 2014 > Day 1
Honored that you included Maximize Social Business - as well as many of my favorite social media blogs ;-) Thank you @nickkellet !
1 year ago on What Can a Content Audit of 22 Top Blogs Teach You?
Honored to be included Hannah! Thank you!
1 year, 6 months ago on 95 People to Follow On Twitter 2013
@ginidietrich @elissapr No worries Gini! I know you're VERY busy! Yes, LinkedI is by far the easiest network to introduce - and be accepted by - business owners and executives!
2 years, 2 months ago on LinkedIn: Don’t Overlook The Social Media Underdog
@rdopping You're very welcome! Good luck with it!
2 years, 3 months ago on LinkedIn: Don’t Overlook The Social Media Underdog
@DiFrancescoLyd Glad to hear - you're my LinkedIn role model!
@HowieSPM Thanks Howie, and totally agree with you on "Active User" compared to "Number of Accounts" - especially in the case of Google Plus!!!
LinkedIn definitely can become a connection hub for leads, but it also depends on what type of business you are in and where your target demographic hangs out in social media. I get leads from various networks as well, but if you need a platform to prospect on, LinkedIn is clearly your best choice.
@TheJackB Glad to hear Jack! While others think LinkedIn is a waste of time, go out there and make some more money off being there!!!
@AmyMccTobin Thanks Amy - and couldn't agree with you more! Don't automate ANY cross-posting in social media for that matter!
@KristaKotrla Amen Krista!