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Everybody knows that they have to be on social media and have been hearing that for years. You're already on the big three of social media (Facebook, LinkedIn and Twitter), but what else is there to do? This seminar will cover the following topics to answer that question: * Designing your social strategy * Changes in social networks that have changed the way users interact with their services (for example, Facebook's Timeline) * Other services you need to be on (YouTube, Google+ and Pinterest) * Mobile social media * Tips and tactics to get the most out of your time
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BlueZooCreative.com
collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012
Who we are – Collin Condray 17 years experience in
web development
Retail data analysis for multi-billion dollar companies (3M and Tyson)
Social media marketing
Agency experience with Collective Bias and Saatchi X
Who we are – Eric Huber 25 years as a graphic
designer for both small businesses and Fortune 500 companies
Marketing, advertising, and graphic design for small businesses
Award winning designer
Instructor for the New Design School
Our Team
4
Please Ask Questions!
5
This presentation might
already be obsolete!
7
Social Media Strategy Steps 1. Listen-What are your
goals?
2. People-What are your customers ready for?
3. Objectives-What are your goals?
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Social Media Strategy Steps 4. Strategy-What change do
you want your customers to make?
5. Technology- What social media tools should you use?
6. Measure-More than just the number of new followers
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Organizing for Social Media Home Base –central place
you want to interact with people.
Outposts –where you have a presence and participate and promote yourself.
Passports – where you have profile and are listening but direct people to your Outposts and Home Base
10 Source: http://www.chrisbrogan.com/a-simple-presence-framework/
Pick Your Home Base
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Ideally Use Self Hosted Website Full control over look and
interaction
Select a content management system (CMS) that includes a blog
Major social network could also be a candidate depending on your audience
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Outposts Guide to Home Base LinkedIn is the office
Facebook is the home
Twitter is Happy Hour
Google+ Is….?
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Passports for Listening and Participation
WordPress.com
Tumblr
Yahoo
StumbleUpon
Google/Alerts/YouTube
Yelp
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Complete Profiles Fully Make sure your target
keywords are in your profile
Link back to one place, your “home base” that has all the detail about you
Be real Use a picture
Talk about your personal life…a little
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Make It Easy To Share Include a Facebook Connect
link, Call-to-Action buttons, Share Functions, or a button that invites people to do business with you in a prominent place on your blog.
Certain plugins can create all of these in one place.
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Post Consistently Post at least weekly, daily is
preferred.
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Don’t Over Post The more posts per day,
the less engagement – when a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post.
18 Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/
Don’t Know What To Say? Find something
interesting, link to it on your site and comment on it. It could be as simple as adding “This is a great article because ____.”
Ask people in the industry what they’d like to know and create content around that.
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Weapons of Choice – Text and Photos
Easiest to do
Search engines like text.
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Weapons of Choice - Video The technology is in in your
hands: many cell phones do HD level video that looks good on YouTube
Imperfections makes it real as well
Lots of video services but start with YouTube
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Weapons of Choice - Audio Twit.tv
Founded by Leo Laporte, radio/TV host.
Started off with one show, grew to many.
Various ways to have remote participants.
Video added later.
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Make Connections Exploit Strength of Weak
Ties
Tell everyone what you’re building
Don’t be afraid to introduce yourself to strangers
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---- Strong Ties
---- Weak Ties
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Facebook Page - Images New Images
Sizes
Cover Photos (815x315)
Show off your brand here
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Facebook Page - Images Profile Image (180x180)
Use the same image across social media networks to ensure brand identity
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Facebook Pages Pinned Posts
Stays at the top for a week
Rotate this often
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Facebook Pages Highlighted Posts
Expands post across both columns
Draws extra attention to a single post
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Facebook-EdgeRank EdgeRank determines where
your posts show up in the Facebook News Feed
Listed under Top Stories option
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Facebook-EdgeRank Affinity – relationship with
object (is this person a friend or did they just Like something)
Weight-type of post (images have the highest weight)
Time Decay-decreases as content ages
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∑ Affinity X
Weight X
Time Decay
Twitter New Twitter profiles
Header photos similar to Facebook profile
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Twitter API change
More restrictive to non-Twitter developers
Move more interaction to their site or to their applications like TweetDeck
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Twitter Promoted Accounts
Build followers
Look for people with similar interests and recommends you in the “Who to Follow” section
As little as $0.30 per follower
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Twitter Promoted Tweets
Like more traditional online ads
Generated from your existing Tweets
Pay Per Click model
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LinkedIn Company Pages Large image at the top of
the corporate LinkedIn page
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LinkedIn Company Pages Share status updates and job
opportunities
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LinkedIn Targeted Updates Send to specific segments
based on:
Company Size
Industry
Function
Seniority
Geography
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Google+ Pages
Feeds into Search, Maps, and all other Google properties
Link with your Home Base
Use circles to segment messages
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Google+ +1 Google’s version of a
Facebook Like
Websites using Google’s +1 button get 3.5X the Google+ visits.
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Google+ Internal Tools Private Sharing-limited to
those in your organization
Google Hangout now with Google Docs
Share only to those circles that you want
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YouTube Go short or go long
Lots of options for uploading
Doesn’t necessarily have to be of the top quality
Take advantage of the size of the community there
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YouTube Examples
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Pinterest has grown quickly
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High Percentage of Women on Pinterest
104%
-24%
Women
Men
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High Percentage of Women on Pinterest
80%
20%
Women
Men
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How It Works Pin in the unit
Organized by Pinboards
Websites can get in on the act using a Pin button
Members can repin other members’ content
User vs. pinboard followers
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Why It’s Important Driving traffic
Especially to visual products
Social sharing
Can post to Facebook and Twitter when pinning an item
Best for visual subjects such as physical products
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Pinboards for Non-Visual Subjects Your culture
Featured photos from blog articles
Infographics and data
Book and eBook covers
Happy customers or the effects of your work
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Mobile Social Media The Facts
Half of cellphones are smart phones
91% of mobile internet access is for social activities, versus just 79% on desktops
Over 1/3 of Facebook's users access Facebook Mobile; 50% of Twitter's users use Twitter Mobile.
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Social Media on Mobile Social, local, and mobile
(“SoLoMo”)
Check in to receive a reward
Social sharing after the check in
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Reasons for Higher Mobile Social Media Engagement
60% of people say their smartphone is always with them
Immediate
Action
Intimate
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Mobile Actions Make sure your home base is
visible on mobile
Encourage sharing
Feed the habit of visiting your properties on mobile
54
BlueZooCreative.com
collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012
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