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Social Media Checklist from SES Chicago '09

Dec 8, 2009 - 11:15 am 0 — by Barry Schwartz

Filed Under SES Chicago 2009

Below is live coverage of the Social Media Checklist from the SES Chicago 2009 (official SES Chicago Site) conference.

This coverage is provided by Barry Schwartz of RustyBrick.

We are using a live blogging tool to provide the real time coverage, please excuse any typos. You can also interact with us and while we are live blogging, so feel free to ask us questions as we blog. We will publish the archive below after the session is completed.

Social Media Checklist

(12/08/2009)

10:23

Barry Schwartz:

Starting in about 7 minutes...

Tuesday December 8, 2009 10:23 Barry Schwartz

10:24

Barry Schwartz:

Social Media Checklist
Before you build or expand your company's social media profile, do you really know what you are getting into? Setting up a Twitter account or Facebook profile or uploading a YouTube video is the easy part. What's next? This panel will examine practical issues you should consider when developing your brand's social strategy.

Moderator:
Anna Maria Virzi, Executive Editor, ClickZ
Speakers:
Sean Carton, Chief Strategy Officer, idfive
Jeanniey Mullen, Chief Marketing Officer, Zinio
Heidi Cohen, President, Riverside Marketing Strategies
Brian Boland, Manager, Performance Solutions, Facebook

Tuesday December 8, 2009 10:24 Barry Schwartz

10:28

andybeal:

Free Lego at the iCrossing #ses booth! Wait til I introduce him to the stormtrooper gang! ;-)

Tuesday December 8, 2009 10:28 andybeal

10:29

Barry Schwartz:

Starting in a few minutes...

Tuesday December 8, 2009 10:29 Barry Schwartz

10:30

angkubicek:

i heart the live blogging from #ses although it makes me wish i was there

Tuesday December 8, 2009 10:30 angkubicek

10:32

Barry Schwartz:

Here we go...

Tuesday December 8, 2009 10:32 Barry Schwartz

10:33

Barry Schwartz:

Anna Maria Virzi is moderating this panel.

Tuesday December 8, 2009 10:33 Barry Schwartz

10:35

Barry Schwartz:

What is Social Media? We know it is more than Twitter...

Tuesday December 8, 2009 10:35 Barry Schwartz

10:36

Barry Schwartz:

Brian from Facebook said, "A fundamental shift in the way that people use the Internet." It changes over time, but the fundamental point is that it is interactive.

Tuesday December 8, 2009 10:36 Barry Schwartz

10:37

Barry Schwartz:

Mod doesn't know how to use PowerPoint

Tuesday December 8, 2009 10:37 Barry Schwartz

10:37

Barry Schwartz:

Sean said social media is technology that helps facilitate conversation.

Tuesday December 8, 2009 10:37 Barry Schwartz

10:39

Barry Schwartz:

Heidi Cohen has many definitions...

Involves different levels of engagement, not just the people who put the content out there.
Ecomoasses wide variety of content formats, such as text, video, images, pdfs, audio, etc
Everyone is now connected in networks
Speed of content and movement of that content is faster
Conversation can happen in real time or old content rising up again
It can be on desktop, handheld, etc
It melds offline and online

Tuesday December 8, 2009 10:39 Barry Schwartz

10:40

Barry Schwartz:

Jeanniey said she hates going last.. Anything that is watercooler-worthy. Conversation has a chance of becoming succesfful in social media.

Tuesday December 8, 2009 10:40 Barry Schwartz

10:40

Barry Schwartz:

Mod apologized for PowerPoint slide handling...

Tuesday December 8, 2009 10:40 Barry Schwartz

10:43

Barry Schwartz:

8 Points Social Media Marketing Checklist

What is your overall marketing strategy
What are your marketing or business goals for your social media marketing?
What forms of social media wil you use and why?
How will you measure your social media marketing? What metrics are appropriate for your campaign and what do they tell you? How will you gather the info? What will you do with the data?
Are you currently listening to what is being said about your firm, brands and products?
What types of supporting marketing will you use to promote and extend the reach of your program?
What dedicated resources will you allocate to your social media programs, both financial and headcount?
Choose the right outlets

Tuesday December 8, 2009 10:43 Barry Schwartz

10:43

Barry Schwartz:

You don't need to jump in, first figure out your goals...

Tuesday December 8, 2009 10:43 Barry Schwartz

10:45

Barry Schwartz:

Measuring these goals within social media is important...

Tuesday December 8, 2009 10:45 Barry Schwartz

10:46

Barry Schwartz:

See the feedback on your brands, see what people are saying about you and your products.

Tuesday December 8, 2009 10:46 Barry Schwartz

10:47

Barry Schwartz:

Your social media campaign does not exist in the vacuum, you can't just post and pray it will come, you need to give it care and push it. Think about how do you integrate this.

Tuesday December 8, 2009 10:47 Barry Schwartz

10:49

jhoodbiz:

SES Chicago Social Media Checklist session. Decide what forms of social media will you use and why you will use them.

Tuesday December 8, 2009 10:49 jhoodbiz

10:49

Barry Schwartz:

You need dedicated people to manage this, and if you don't - it won't happen.

Tuesday December 8, 2009 10:49 Barry Schwartz

10:50

Barry Schwartz:

If you do not have dedication from people and money, it won't happen...

Tuesday December 8, 2009 10:50 Barry Schwartz

10:50

Barry Schwartz:

Not using names, cause I can't see who is saying what.... Sorry.

Tuesday December 8, 2009 10:50 Barry Schwartz

10:52

Barry Schwartz:

Brian said, "be relevant." If it is a Facebook update, Tweet or even an ad - it is about understanding how you are relevant in that context (conversation).

Tuesday December 8, 2009 10:52 Barry Schwartz

10:53

Barry Schwartz:

Understand the many ways you can engage with social media. These are from distribution points, similar to SEO, with Facebook pages, Twitter accounts, and blogs to paid ads or youtube ads, facebook ads.

Tuesday December 8, 2009 10:53 Barry Schwartz

10:53

Barry Schwartz:

Can you buy this? Brian said, yes you can.

Tuesday December 8, 2009 10:53 Barry Schwartz

10:53

Barry Schwartz:

You can use Facebook ads to drive response.

Tuesday December 8, 2009 10:53 Barry Schwartz

10:53

Barry Schwartz:

When ads have social context, you engage with them more, Brian said.

Tuesday December 8, 2009 10:53 Barry Schwartz

10:55

Barry Schwartz:

If you are trying to drive fans or get followers, it is important for you to define the value of each fan, each follower, each impression, each post and retweet. etc. We are good at measuring this on search, but now it is time for social media.

Tuesday December 8, 2009 10:55 Barry Schwartz

10:55

Barry Schwartz:

Because it is a conversation, you need to figure out how to continue that conversation.

Tuesday December 8, 2009 10:55 Barry Schwartz

10:56

purpletrout:

You can use Facebook ads to drive response. #SocialMedia #SES

Tuesday December 8, 2009 10:56 purpletrout

10:56

Barry Schwartz:

Sean starts off by saying "Don't panic! This isn't new."

Tuesday December 8, 2009 10:56 Barry Schwartz

10:57

Barry Schwartz:

We get too hung up on the specific technology, instead of what you want to use it for.

Tuesday December 8, 2009 10:57 Barry Schwartz

10:59

Barry Schwartz:

Someone just told her how to use the arrow keys to change slides. She said, "she is a Mac person." But the arrow key works on a Mac also. Still not working, there it goes.

Tuesday December 8, 2009 10:59 Barry Schwartz

11:00

Barry Schwartz:

The computer seems very lagged....

Tuesday December 8, 2009 11:00 Barry Schwartz

11:00

Barry Schwartz:

Sean then explains about 'dont be reckless.' Have a systimatic way at going into this. You need a strategy.

Tuesday December 8, 2009 11:00 Barry Schwartz

11:00

Barry Schwartz:

Sean adds, ask yourself, why social media, espesially when you have a limited budget.

Tuesday December 8, 2009 11:00 Barry Schwartz

11:02

Barry Schwartz:

You cannot participate in this stuff unless you are willing to let go a bit. Allowing comments in blog posts, Facebook people can comment on your pages, etc.

Tuesday December 8, 2009 11:02 Barry Schwartz

11:03

purpletrout:

Don’t be reckless (with social media)...you need a strategy - Sean Carton #socialmedia #SES

Tuesday December 8, 2009 11:03 purpletrout

11:04

Barry Schwartz:

Heidi is now up explaining that you need to look inside your organization for this.

Tuesday December 8, 2009 11:04 Barry Schwartz

11:04

Barry Schwartz:

When you go to social media, your audience is broadens to lots of new people outside of your customers, including gov't, competitors and others.

Tuesday December 8, 2009 11:04 Barry Schwartz

11:05

Barry Schwartz:

Fresh content is required and you need to be there continouly for this content, interact.... She said.

Tuesday December 8, 2009 11:05 Barry Schwartz

11:06

Barry Schwartz:

You need to give people a reason to come back.

Tuesday December 8, 2009 11:06 Barry Schwartz

11:07

Barry Schwartz:

Make sure to set parameters for your employees. YOu need internal policies to tell what people can or cannot say, how they should be identifying themselves and so on.

Tuesday December 8, 2009 11:07 Barry Schwartz

11:07

Barry Schwartz:

Jeanniey is next up...

Tuesday December 8, 2009 11:07 Barry Schwartz

11:08

Barry Schwartz:

There will be new tools and much more going on with this in the future. No social media best practices are written for these new tools.

Tuesday December 8, 2009 11:08 Barry Schwartz

11:09

Barry Schwartz:

She said, "apps are the new web." The average consumer has 6 web-enabled devices with access to 2 at any given time.

Tuesday December 8, 2009 11:09 Barry Schwartz

11:09

AnnaMariaVirzi:

#ses @empg: apps are the new web; the average consumer has 6 web enabled devices w/ access to 2 at any time

Tuesday December 8, 2009 11:09 AnnaMariaVirzi

11:10

jhoodbiz:

SES Chicago Social Media Checklist session. New tools - Apps are the new web. Acknowledge that the Web is no longer tied to a laptop.

Tuesday December 8, 2009 11:10 jhoodbiz

11:10

MissDeFacto:

I disagree. U don’t give up control of your brand by doing social media. The outside has always shaped your brand identity. #ses #seschi

Tuesday December 8, 2009 11:10 MissDeFacto

11:10

Barry Schwartz:

FYI, these are tweets from people in the audience now...

Tuesday December 8, 2009 11:10 Barry Schwartz

11:11

Do you have a dedicated person to manage your social media?
Yes - Employee

( 0% )

Yes, Myself

( 100% )

No

( 0% )

Not yet, but I will

( 0% )

Tuesday December 8, 2009 11:11

11:12

Barry Schwartz:

Measure the effectiveness: Use tools that will help integrated and measure the effectiveness of digital channels, including email, SMS, etc on a single platform.

Tuesday December 8, 2009 11:12 Barry Schwartz

11:13

Barry Schwartz:

Empower Consumers: Enable customers to choose what messages they receive and in what channels

Tuesday December 8, 2009 11:13 Barry Schwartz

11:15

Barry Schwartz:

She ends with "Yesterday's Gone", if you are following a best practice that dates back to 2008 or earlier, toss it away, it is now wrong... Things have changed.

Tuesday December 8, 2009 11:15 Barry Schwartz

11:16

Have Social Media Best Practices Changed from now to 2008?
Yes, it Changed

( 0% )

No, it is the Same

( 100% )

Tuesday December 8, 2009 11:16

11:17

JuliaRosien:

At the end of the day, how do you get and sustain engagement on social media. Is it always about buzz or does it go deeper #seschi

Tuesday December 8, 2009 11:17 JuliaRosien

11:18

Barry Schwartz:

They are now arguing about this point: "

MissDeFacto:

I disagree. U don’t give up control of your brand by doing social media. The outside has always shaped your brand identity. #ses #seschi"

Tuesday December 8, 2009 11:18 Barry Schwartz

11:22

Barry Schwartz:

Q&A Time btw... Session over in 20 mins..

Tuesday December 8, 2009 11:22 Barry Schwartz

11:23

Barry Schwartz:

Next up at http://www.SERoundtable.com/ at 1pm (central) include:

Real Time SEO: No More Yesterday's News covered by Barry Schwartz & Marty Weintraub
Landing Page Optimization: The 7 Deadly Sins covered by Brian Ussery

Tuesday December 8, 2009 11:23 Barry Schwartz

11:25

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