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A pdf of the PowerPoint that Libby Hall presented at the 2010 St. Cloud KNOW event held October 7, 2010.
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Nothing Aware, No
Action Single Action
Repeat/ Enthusiasts Advocates
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500 Billion+ Social Conversations About Companies Took Place in 2009.
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CLOSER TO HOME
Respondent Age
0%
5%
10%
15%
20%
25%
30%
AGGREGATE
18-24
25-34
35-44
45-54
55-64
65-74
Over 75
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ND & MN Social media spectators
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Over 75 65-74 55-64 45-54 35-44 25-34 18-24
Social media spectators
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
AGGREGATE
Watched a video
Viewed pictures
Read a blog
Read ratings or reviews
Read a message board
Viewed a document
Watched/listened to a podcast
Subscribed to an RSS feed
(n = 1,542)
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ND & MN Social media creators
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Over 75 65-74 55-64 45-54 35-44 25-34 18-24
Social media creation
0%
10%
20%
30%
40%
50%
60%
70%
80%
AGGREGATE
Uploaded photos
Bookmarked a page/site
Uploaded a video
Contributed to a message board
Commented on a blog
Posted ratings/reviews
Wrote a blog
Created a podcast
(n = 1,542)
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THE NEW INFLUENCERS
The New Influencers
More Than 80% of the Brand Conversations Are Created by 16% of the Online Population
These 16% are the Mass Influencers
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The New Influencers
• Age = 32-38 (younger than average) • Income = $89-$98k (higher than average) • Facebook (62% of brand conversations) • Ratings/Reviews Sites (32% of
conversations) • Mobile Web (50% usage among influentials)
Sorting through all the noise. Uses For Monitoring • Share of Voice (competitive) • Share of Voice (platform) • SM Subject Identification • Category Sentiment • Brand Advocate Identification • Thought Leader Identification • Reputation Management • Crisis Identification • Brand Sentiment
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STRATEGY
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Measure
Execution
Strategic Planning
Tactical Planning
1. What type of program is this? 2. What is the current relationship
with the audience? 3. How does your audience use
social media? 4. What’s your one thing? 5. How will you be human? 6. How are you going to use social
media? 7. What does success look like? 8. Who is responsible for what?
1. Where is the home base? 2. What outposts will support the
home base? 3. What types of content will be
added regularly? 4. How is the audience going to be
activated and not just collected? 5. What ways can we make members
the star? 6. How will we make fans aware of the
home base?
WHAT’S WORKED?
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Real-life
WHAT HASN’T WORKED?
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Belkin: Paying for positive reviews.
Honda – Caught Faking It
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http://www.youtube.com/watch?v=5YGc4zOqozo or search “United Breaks Guitars”
Nothing Aware, No
Action Single Action
Repeat/ Enthusiasts Advocates
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WHAT’S AROUND THE CORNER?
Custom apps and design
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Consumers go mobile. 25 Million iPhones Sold in 2009
But keep in mind… • Blackberry 65% • iPhone 25% • Android 18%
Location Based Services
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Social Graph Portability
SM Data Mining • WHO – Demographics, location • WHAT – Interests, lifestyles, brand
affinities • WHERE – Online hangouts • WITH WHOM – Friends and associates • WEIGHT – Online influence
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QR Codes – The New URL
Augmented Reality
http://www.plugintothesmartgrid.com then click “Augmented Reality” in the menu
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THANK YOU.
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THE IMPORTANCE OF BLOGGING
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Reasons For Blogging
• SEO (Traffic Driving)
• Acquisition/Leads • Thought Leadership • Market/Promote Something • Stay Active/Up To Date • Humanize/Improve Client Relations
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WHAT MAKES A GOOD BLOG?
Descriptive Tagline
Keyword Rich Title Short Title (URL) Humanizing Photo
Obvious Search Connectivity Clear Navigation Credibility Boosters Omni-present bio Images Lots of space Subheads
Anatomy of a good blog
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WRITING A BLOG
Blogging is publishing
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Vary content like a magazine • Mix trends, how-to and case studies • Mix feature length and short • Mix timely with timeless • Mix text with video • Mix positive with negative • Mix personal with professional • Find a signature
Find Your Signature
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Search term selection
Good search terms
Keyword Selection
Keyword College College in Minnesota Minnesota Community
Colleges
Competition 1,160,000,000 94,500,000 928,000
Volume 55,600,000 60,500 18,100
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You are your headline
• 120 characters or less • Challenge wisdom • Numbers/lists • Unexpected action words • Keywords
Formatting and Writing • Repeat key words in the
body (4x6 times) • Use H1/H2 Tags • Include a photo • Start with a question • End with a question • Leave post unfinished • Take positions • Answer comments
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Tagging
It All Adds Up To Visibility
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Search best practice reporting
Track success with URL shorteners
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Measurement
What does success look like? • Readers • Time Spent • Inbound Links • Comments
COMMENTING
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• Be fast • Stay on topic • Add to the
conversation • Links?
Are you ready to blog?
• What do you want to do? • Who is your audience…specifically? • What is your blog about? • Do you have 20 headlines? • What similar blogs exist? • How frequently can you commit? • What does success look like?
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THANK YOU.
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THE IMPORTANCE OF FACEBOOK
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#1 in Total Visits
#2 in Unique Visits
#1 in Time Spent
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0%
10%
20%
30%
40%
50%
60%
70%
80%
AGGREGATE
Social Networks Visited
Special Interest Community MySpace
Closer to home
46% of Minnesotans
are on Facebook
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WHY USE FACEBOOK?
Measure
Execution
Strategic Planning
Tactical Planning
1. What type of program is this? 2. What is the current relationship
with the audience? 3. How does your audience use
social media? 4. What’s your one thing? 5. How will you be human? 6. How are you going to use social
media? 7. What does success look like? 8. Who is responsible for what?
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Ways to use Facebook
• Customer service • Gain customer insight • Community of loyalists • Enable advocates to share your brand • Thought leadership
WHAT MAKES A GOOD FACEBOOK PAGE?
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80/20 rule
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• Fall fashion – Photos/outfits with pieces from
retailers – Photos of mall shoppers with cute
outfits
• Behind the scenes/inside info – New store arrivals – Behind-the-scenes of commercials
• Sales and coupons – Retailer coupons – Mall events like sidewalk sale
• Mall card giveaways – Weekly reminders to enter – Post weekly winner
Winner announced
Winner announced
Winner announced
Winner announced
Winner announced
Reminder to enter
Reminder to enter
Reminder to enter
Reminder to enter
Reminder to enter
Post behind-the-scenes album
Commercial starts airing
Post behind-the-scenes video
Red = Promotion Blue = offline events Green = other content
Sidewalk sale
Sidewalk sale
Reminder about sidewalk sale
Post photo album
Poll question: what’s your fave store?
Post poll results and coupon
Post sidewalk sale coupon
Post fall fashion collage
Post “street fashion” video
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Custom design
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Community
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ANALYTICS & MEASUREMENT
Metrics Awareness
• Web Traffic
• Followers, Fans, Friends
• Social Mentions
Sales • Web Traffic
• Time Spent on Site
• Content acceptance rate
• Followers, Fans, Friends
• Social Mentions
Loyalty • Time Spent on Site
• Repeat Visits
• Content Acceptance Rate
• Interactions
• Repeat Social Mentions
• Recommendations and Reviews
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CONTESTS & PROMOTIONS
Tips for contests
• Make participation easy
• Have a prize to match the effort
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Tips for contests
• Remember: it’s not viral until it is
• Promote offline and online
Technically you can’t… – You may not administer any promotion through Facebook, except that you
may administer a promotion through the Facebook Platform with our prior written approval
– In the rules of the promotion, or otherwise, you will not condition entry to the promotion upon taking any action on Facebook, for example, updating a status, posting on a profile or Page, or uploading a photo. You may, however, condition entry to the promotion upon becoming a fan of a Page.
– Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.
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But you can… – Invite fans to interact and then reward them for doing
so – Use a 3rd party application such as Wildfire or Contest
Machine – Use Twitter, your blog, your website, etc to host a
contest and promote it on Facebook
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Update your status…
• Strategy first • Make it about your fans, not your brand • Plan, but be flexible • Measure, adjust, repeat
Josh Lysne @jlysne [email protected]
Libby Hall @libbyjuju
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THANK YOU.
