Trademarks, Executive Staff) #1 BRAND/REPUTATION MANAGEMENT CUSTOMER SERVICE Industry (Product/Service) Keywords (Generic Product/Service Names) #2 CUSTOMER ACQUISITION Topical Keywords (Related to but not specific to a cause/service/product) #3 CONTENT TOPICS CAMPAIGNS & HASHTAGS Customer/Lifestyle Keywords (Result of product/service or words which describe the consumer) #4 CONTENT CURATION/ PARTNERSHIPS
Respond Quickly! • Be caring & personal • Be consistent with remedy • Move the conversation to the right channel (Consider a dedicated support account)
harassing others? Monitor only Avoid flame wars. Monitor site for relevant comments. Aggressive Is the site dedicated to harassing others? Owned Asset Was it posted on an asset you manage/own? New Comment: Positive? No Spam check Is the post overly self- promotional or irrelevant? No No Actionable issue Does the post detail unresolved client issue? No Yes Yes No Yes Spammer Respond to post your terms and then remove Assess Based on circumstances, influence & prominence should you respond? No Notify Legal Respond carefully Yes No Notify Support Respond that you have escalated their concern Yes Correct the Facts Provide factual information in comments section Yes Advocate Give positive feedback rewarding them for support Yes
information readers are interested in (via Convince & Convert): • If you’re providing an answer to an important question, ask the question in the headline. “Which is the most fragrant flower lei?” • If you’re sharing important news that will affect a number of people, start sharing it in the headline. “Over 40 Million Target Credit Card Accounts Compromised: How to Protect Yourself.” • If you want readers to be interested in your product, show them benefits they’ll like, not features you like. “New Gas Additive Saves up to 3 mpg, $200 per Year.” • If you want people to care about your topic, give them something to care about. “27 Elvis impersonators Save Christmas for This Tiny Nebraska Town.”
or data in a visual way. Its name sums it up — info + graphic. • Infographics are perfect for communicating almost any idea or concept. Data, research, statistics, and findings work especially well. • They are a powerful way to get your information out there in an explosively visual format. Content Type: Infographic
a graphic designer in your professional network, tap him or her to make an infographic for you. Some graphic artists specialize in infographics. If you have it in your budget, you can use a service like Visual.ly. Infographics typically start at $1,000. • Infographics used to go viral just by virtue of being an infographic. That doesn’t work anymore. Everyone is making infographics. Today, you have to make it really good to make it shareable. Content Type: Infographic
in creating quality content • Be consistent with frequency and topics • Learn from what is working • Less is more - Quality over Quantity • Don’t hard sell • Stay focused
with featured image + share to personal 2. Tweet x2+ link w/hashtag, favorite & retweet from personal account. @mention interested 3. Post URL to Google+ 4. Post to LinkedIn (Wall or Group) 5. Pin to Pinterest if good featured image
you answer: • Is your community growing and at what rate? • Who in your community is engaged and who do you need to approach differently? • What online activities and strategies are working?
◦ Facebook ▪ Curate & schedule 3 posts appropriate ◦ Schedule content on L8TR • Vendor Tip (Don’t forget Twitter/Google+/Instagram) consider highlighting vendor/product theme. Ideas could include: ◦ Interesting facts on cutting meat ◦ Best times to buy{ XYZ} • Publish Blog Post (FOUND IN SECTION 3) (500+ words weekly, try and create one 1200+ words once a month) ◦ Post WordPress link Twitter/Facebook/Google+ with featured image ◦ Convert to Infographic, Slideshare, Gallery, Poll as appropriate ◦ Load content into SurroundsMe for your advocates to share • Curate authoritative content to Facebook/Twitter/Google+
▪ Follow 10 people/brands with authority in relevant hashtags. ▪ Twitter: Favorite one Tweet (or RT if appropriate) for each new user followed ▪ Twitter: Add user to a list as appropriate ▪ Instagram: Like 2-3 images of each user, leave 1 comment for each user ▪ Google+: Add to circle, +1 relevant post, bonus: leave comment on users post ▪ Pinterest: Follow a board, repin an item to your board ▪ Klout: Give +K to the User ◦ Keyword Search ▪ Find relevant blog posts for your industry ▪ Reshare appropriate content ◦ Geo Search ▪ Foursquare/Swarm: Find users checking in at store locations & Heart their checkin ▪ Instagram: Find users checking in at location & Heart + Comment + Repost Image (as appropriate) • Career Highlight ◦ Spotlight Current Employee ◦ Showcase specific job. Link to website
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