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About us

Social Media 101: Grow your social media presence Brittany Detamore and Meghan Wolf Social Business Managers ITSO Global Content Services. About us. Brittany Detamore IBM Social Business Manager in ITSO Global Content Services E-mail: bldetamo@us.ibm.com Twitter @brittscorner LinkedIn.

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About us

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  1. Social Media 101: Grow your social media presenceBrittany Detamore and Meghan WolfSocial Business ManagersITSO Global Content Services

  2. About us Brittany Detamore • IBM Social Business Manager in ITSO Global Content Services • E-mail: bldetamo@us.ibm.com • Twitter @brittscorner • LinkedIn Meghan Wolf • IBM Social Business Manager in ITSO Global Content Services • E-mail: mwolf@us.ibm.com • Twitter @meg624 • LinkedIn

  3. This week we will help you… • Get set-up on Twitter and complete your profile in compliance with IBM Social Computing Guidelines • Complete your IBM Connections profile and add a “service-management” tag • Get set up on IBM Forward Thinkers • Complete a bio for your blog posts • Brainstorm blog topics and participate in a writing workshop • Engage with other residents and the residency team on Twitter 3

  4. Agenda • Overview of Social Channels • Best Practices by Channel • LinkedIn • Facebook • Google+ • Twitter Workshop • Get set up on Twitter • Profile best practices • Tweeting best practices • Hashtags 101 • Tweeting about your blog • Service Management on Social Media

  5. Overview of Social Channels

  6. How does each channel relate to you and IBM? • Twitter: Best for sharing content (blog, white papers, announcements), analyst/customer relationship building, keyword and trend monitoring • LinkedIn: Best for business networking, industry news and discussions, finding prospects, sharing thought leadership • Facebook: Best for short format information, imagery, infographics, video, following businesses, posting polls and joining IT support groups • Google+: Best for short format information, imagery, video, infographics, animated gifs, Google Hangouts and big impact on SEO • YouTube: Best for video blogs, tutorials, interviews, and testimonials. Easy content to embed in blog posts and share on social channels • Blog: Best for sharing expertise and thought leadership in a longer format than most social media, tips and tutorials, best practices, etc. 6

  7. Twitter 101

  8. LinkedIn 101 8

  9. Facebook 101 9

  10. Google+ 101 10

  11. Best Practices by Channel

  12. LinkedIn 101 • LinkedIn is a business-oriented social network for professionals looking to connect with current or former colleagues and explore their extended networks. • You can connect with people in two ways on LinkedIn – through joining each others network or being a member of the same groups. (Premium members can also connect with people outside their network) • Your LinkedIn profile is typically one of the top results that shows up when you search for your name on Google. As a result, you want to make sure you’ve filled out your profile 100% and optimized it with good search terms. • If you have a common name or share a name with another active user (like Mark) you will need to maintain an active social presence to compete for page 1 of search results 13

  13. Best Practices: LinkedIn Profiles • Use a clear, professional photo • Optimize your headline using keywords & job titles that people would use to find you • Complete your summary with relevant keywords and a thorough description of your expertise • Include a brief description of each position you have held • Ask coworkers to write recommendations for you • Add keywords to your Skills & Expertise section • Include honors, awards, patents, published works, certifications • People can see which groups you’re a member of and which pages you follow so choose wisely Luigi’s profile is a great example! 14

  14. Best Practices: LinkedIn Engagement Group discussion post in news feed: • Personalize all requests to add people to your network • You should share all blog posts on LinkedIn and invite comments & questions • Join relevant groups (open and closed groups) to find new connections and engagement opportunities • Be careful of character limits: • Status Updates: 700 characters (250 characters show in news feed) • Use 140 character max if your LinkedIn updates also post to Twitter automatically • Group posts: 200 character title/headline. And unlimited body copy (first 200 characters appear in the news feed preview) • Group posts are not posted to your news feed but you can share them easily • Look for opportunities to provide expertise and solutions • Be transparent in your relationship to IBM and maintain a professional rapport in engagements Expanded: 15

  15. Best Practices: Facebook • People can engage with profiles, groups, fan pages and private messages • If you plan to discuss IBM business or engage with others about IBM products and services, you must be transparent about your role at IBM • Become a fan/follower of relevant IBMers and IBM pages • Use hashtags and tag relevant users and pages to expand the reach of your posts • Adjust the privacy settings on your account to ensure that other professionals can find you and your posts • Sales people can use graph search to find friends of friends who work in target markets/companies • While many U.S. users prefer to keep Facebook for friends, there is a large international business audience using the channel 17

  16. Best Practices: Google+ 19

  17. Best Practices: Google+ Profiles • Transparency is important – always identify your relationship to IBM • Add relevant IBM pages and IBMers to your circles as well as other targets • Organize accounts you follow into circles to help target your posts • Don’t forget to add a profile image, cover photo and complete your bio with relevant keywords and social links • Promote your G+ account in your email signature and other social accounts • Edit the notification settings on your account so you don’t get bombarded by email updates • You can complete your profile with similar information to LinkedIn to help promote your expertise and personal SEO 20

  18. Best Practices: Google+ Engagement • Treat your posts like mini blogs and add a keyword rich title to help with search ranking • Photos and videos increase engagement and visibility of posts • Hashtags work on G+ too, use hashtags to increase reach of your posts and find other members with similar interests • You can also mention other profiles by putting a + and then typing their name (Google+ will help with a dropdown list) • Similar to LinkedIn, you can join groups and follow brand pages • Listen and engage, don’t just push content • Don’t spam people. When posting content, don’t select “Also send email to (circle name).” • If you have a YouTube channel, you will need to deselect auto posting when you publish new videos. Never post on G+ without context • Google+ can also be used for video chats and developing teaser posts for content and events 21

  19. Twitter Workshop

  20. Register for an account Go to www.twitter.com Fill in your full name and email address Select a password Select a username that does not include IBM or product names – examples: @PVernegreen, @WarrenGill and @SampathK 23

  21. Best Practices: Twitter Profiles • Register with your personal email address • Do not include IBM or product names in your username • Add a profile image – no eggs! • Identify that you work at IBM – “__job title/focus___ at #IBM” • Craft a descriptive profile bio that encompasses both your personal interests and details, as well as your professional career information. • Add the disclaimer “Tweets are my own” or “Opinions are my own” • Use a background and header image to complete your profile • Do NOT create an IBM corporate or brand Twitter handle by country, unless approved for an authorized effort. Consult your WW Marketing focal and/or the IBM Corporate Social team (George Faulkner) before creating a corporate handle on Twitter 24

  22. Workshop Time-Out Register for a Twitter account and share your username with us! 25

  23. Twitter Best Practices: Twitter Terminology • Followers: People you are following you • Following: People you want to see tweets from • Tweet: Sending a public message to another user. 140 characters • Retweet (RT): Sharing/passing someone’s tweet to your followers • Modified tweet (MT): When you alter someone’s tweet before retweeting it • Reply: Tweeting back to another user. Example: @martinrtp thanks for having me. • Mention: Identifying a user in a tweet. Example: Nice to meet you @martinrtp • Hashtag: Grouping similar tweets together. Example: #Maximo, #analytics, #EndpointManager • Direct message (DM): A private message between Twitter users

  24. Understanding Your News Feed This means new tweets have been posted by your followers. Click it to reveal them Link to your page and account details (tweets, followers, following) 1 4 Accounts you may want to follow – shows mutual followers 2 Most recent tweets from accounts you follow. The newest tweets are at the top 5 Trending hashtags – these are worldwide hot topics 3 27

  25. Anatomy of a Tweet Tweet author’s Twitter username, linked to the users profile @Claranet is a mention of another username. They will be alerted of the mention and this links to their profile. Timestamp links to the Twitter hosted permalink page for the tweet 1 2 B A The users Twitter avatar (profile photo) 5 4 3 C Click expand to see if the tweet was retweeted, favorited and view replies Hashtags link to Twitter search results for that keyword Because of character limits, many people use link shorteners like Bit.ly Tweet actions: Reply, Retweet, and Favorite should always be available. “…More“ includes share via email, embed tweet and report tweet 28

  26. Understanding Twitter Search You can search by hashtag or keyword in the search bar 3 You can show all search results or filter by users, photos, videos or news content 1 By default, the search results will show “Top Tweets” or those with the most engagement or most influential twitter users. You can click “All” to show them in order of recency 4 You can also filter results to only show people you follow or those near you (You must have a geographic location in your profile for this to work) 2 Most recent tweets from accounts you follow. The newest tweets are at the top 5 29

  27. Workshop Time-Out Type #mobileres into Twitter search to see what we and other residents have said 30

  28. Best Practices: Tweeting Retweet: • Remember you are representing yourself and IBM – act professionally and do not pick fights • Do not share confidential information or too much content behind IBM registration walls • Shorter tweets perform better and are easier to retweet – stick to 120 characters or less • Use a link shortener like Bit.ly to save characters and track engagement • Don’t start a tweet with @username unless it is a reply – only that person will see the tweet Mention: Reply: 31

  29. Best Practices: Tweeting • Pictures & video increase engagement and reach considerably • You can tweet about the same content several times – just change how you say it • Use a dashboard like Hootsuite to save time and effort • Share timely info and be cognizant of time zones • Have fun with your tweets! Let your personality shine through—people are compelled not only by your content, but by helpful and friendly personalities. Interact, share information and forge relationships! 32

  30. Avoid these types of tweets 1 5 Too many hashtags Hashtag is too long Missed opportunity to use hashtags to improve reach Missed opportunity to use @mention and event hashtag Tweet is over 140 characters and gets cut off 2 3 4 33

  31. Grammar and spelling are important! 34

  32. Best Practices: Using hashtags • Use hashtags on important keywords – i.e. #APM, #SaaS – if you were going to Google information about the topic, which words would you use? Make those your hashtags • Look at the hashtags the IBM brand handles are using and be consistent (i.e. #WorkloadAutomation and #IBMeam) • Don’t use more than 2-3 hashtags per tweet • Don’t use numbers or symbols in your hashtags. Capitalization is irrelevant but helps with readability of some hashtags. • #DontUseLongHashtagsBecauseTheyAreVeryDifficultToRead 35

  33. Best Practices: Using hashtags • Always look for hashtags for conferences and events – i.e. #IBMPulse. Check on websites, their Twitter streams and marketing collateral • Find people to follow using hashtags – i.e. other people interested in service management, analysts, fellow conference attendees • Be careful with event hashtags – make sure you’re using the right event hashtag since acronyms are often used by multiple events with slight variations • Be careful with trending hashtags. Always look at the search results before using a hashtag because some may be confusing or controversial. 36

  34. Workshop Time-Out Post a tweet with #gtsres and share something you’ve learned so far today 37

  35. Best Practices: Growing your Twitter following • Follow relevant IBM handles, coworkers and external influencers • Thank people for following and retweeting you • Try to keep a balanced follower/following ratio • Don’t forget to add your handle to your email signature, blog bio and other channels • You gain followers by following people – use hashtags and keywords to find people to follow as well as the “Who to Follow” widget on your Twitter homepage 38

  36. Workshop Time-Out Think of two publications or websites where you read industry news. Search for them and follow them. 39

  37. Best Practices: Twitter lists • Lists will help you segment your followers and organize your monitoring and engagement • You can have a public or private list • You can subscribe to public lists created by other users • Lists do not appear in search results and it can be hard to find other people’s lists • List members will be alerted that you’ve added them to public lists (not private) 40

  38. Workshop Time-Out Visit @ThinkBluePR and subscribe to the “May 2014 Residency” list. Follow all of the list members too! 41

  39. Best Practices: Engagement • Tweets can be retweeted, replied to or favorited. • You should aim to drive conversations with each tweet. Ask questions, request feedback, ask for retweets and invite comments. • Don’t forget to engage with other people’s tweets! • Use tools like Hootsuite to monitor for keywords, trends and competitive insight. • Use direct messages to share private content such as contact information. 42

  40. Workshop Time-Out Retweet or reply to something that was tweeted with #gtsres 43

  41. Tweeting about blog posts

  42. Blog post support tweets Potential tweets: • Still discussing #server availability? Great new blog from @_dellek on @servicemgmt http://bit.ly/1kLWaEs • How do you approach challenges with #server availability? http://bit.ly/1kLWaEs Share your thoughts here or on my latest blog. #APM • How do heartbeats relate to server downtime? http://bit.ly/1kLWaEs via @servicemgmt 45

  43. Blog post support tweets Potential tweets: • New blog post: The rising complexities of public #transportation http://bit.ly/1dtNvRQ #Maximo • 70% of millenials use multiple modes of public #transportation. Learn how #Maximo keeps everything running http://bit.ly/1dtNvRQ • #Maximo can help inner-city #transit increase reliability & lower costs. Learn how: http://bit.ly/1dtNvRQ 46

  44. Workshop Time-Out Visit http://thoughtsoncloud.com/ and tweet about a blog post (hint: look in the bio for the author’s Twitter handle) 47

  45. Best Practices: Useful Tools • Use a link shortener like Bit.ly. This will make URLs 20 characters long and help you save characters. You can also monitor engagement with your links. • Join Hootsuite (it’s free) to manage your social accounts! You can view and post to Twitter, LinkedIn, Facebook and more all in one place to save time. Watch a tutorial here! 48

  46. Relevant Social Channels

  47. IBM Cloud channels to follow: • Twitter: • @IBMCloud • Facebook: • IBM Cloud • LinkedIn: • IBM Cloud Page • IBM Cloud Group • YouTube: • IBM Cloud • Google+ • IBM Cloud • Blog • Thoughts on Cloud 50

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