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Social Media 101
July, 2011
Contents
*What is social media?
*The big 5
*The great 8
*The fine 9
*The wider social sphere
*SEO
*Tools to enable
*Measuring influence
*Campaign case studies
*AI focus
What is social media?
July, 2011
Buzz word bingo
What is social media?
Engagement
Social graphSemantic
web
Wiki
Widgets
Meme
Mash ups
Web 2.0UGC
Crowdsourcing
Buzz
Blog
Microblog
Social Search
SEO
Blogrolltaggin
g
July, 2011
What is social media?
The big picture
* Two way communication channel
* All about conversations
* Power to the consumer!
* Free flowing information
* ‘Content is king’ earned media
paid media
owned
media
July, 2011
What is social media?
The business case
* Business insight
* Sales leads
* Brand awareness
* Viral distribution
* Driving consumer action
* SEO
* Website traffic...
The Big
July, 2011
The big 5
* Fully fledged social
network
* 600 million users
* 41% log in every
day
* 30% log in via a
mobile
* 40% follow a brand
July, 2011
The big 5
* Profiles, pages and
groups
* Ads
* Custom tabs and
apps
* Social plugins
* Places and deals
* Edgerank – affinity,
media weight and
time decay
* Facebook insights
July, 2011
The big 5
* Not a social
network, but a
pub ...
* 175 million
registered
accounts ...
* Only 12 million
follow more than 64
users
* 25% follow a brand
* 52% update their
status every day
July, 2011
The big 5
* 140 characters
* @mentions
* Retweets
* Direct messages
* Hashtags
* Geotagging
* Trending topics – the
holy grail
July, 2011
The big 5
* The definitive
professional
network
* Over 100 million
members ...
* 5 million in the UK
* Two billion ‘people
searches’ in 2010
July, 2011
The big 5
* Connections
* Company pages
* Group pages
* Answers
* Jobs
July, 2011
The big 5
* Video hosting
platform
* Owned by Google
* 35 hours of footage
uploaded every
minute
* Tagged content -
important for SEO
* Second behind
Google and ahead
of Yahoo and Bing
July, 2011
The big 5
* The home of viral
content ...
* Greenpeace –
unfriend coal
* Dove –
self esteem fund
* Elf yourself –
produced as a traffic
driver by OfficeMax
* Virals rarely happen
by accident
July, 2011
The big 5
* Image hosting
platform
* Used by amateurs
and professionals
* Hosts over 4 billion
images
The Great
July, 2011
The great 8
Microblogs
* Allow users to post short,
timely snippets of information
* Lend themselves better to
sharing rich content
* Also know as ‘lifestreaming’
* Case study: iamsibob
July, 2011
The great 8
Blogs
* Web-logs
* Can be about anything
* Different hosting platforms
* Can be hosted onsite or offsite
* Important for SEO since
Google’s Panda update
* Case study – Search metrics
July, 2011
The great 8
Microsites
* Smaller, sector specific social
networks
* Useful for aggregating content
* Exist to engage rather than
inform, creating an experience
for the user
* Case study: Marshalls
The fine
July, 2011
The fine 9
Social Bookmarks
* An online collection of web
resources
* Very important for SEO and
generating backlinks and traffic
* Case study: Del.ici.ous
The wider social sphere
July, 2011
The wider social sphere
Mashups
* Combine resources that already exist on
the web to create a content rich website
* Case study – trendsmap
* Case Study - Portwiture
July, 2011
The wider social web
Crowdsourcing
* Using an existing community (online or
offline) to help you achieve an objective
or make a business decision
* Case study – The Guardian
* Lego – design by me
* Question sites – Quora and Yahoo
answers
July, 2011
The wider social web
Wikis
* A website that harvests user
information, and is collectively
moderated by other users
* The most famous Wiki
* Become a contributor and submit an
article
* Case study - wikihow
July, 2011
The wider social web
Forums and boards
* Sites set up around a niche or sector
specific discussion topic
* Can be very ‘cliquey’
* Case study – ferretts
* Transparency is essential
July, 2011
The wider social web
VRGs
* Could be the future of online product
testing and R&D
* Set up around an idea, location, event,
product or website that could be entirely
fictional
* Case study - noteslate
SEO
July, 2011
SEO
Search Engine Optimisation
* “The act of making your stuff look good
to Google”
* All about content, increasingly about
relevance
* A dark art ...
July, 2011
SEO
Search Engine Optimisation
* Keywords
on your site and for content linking to
your site
* Metatagging
assigning relevance to content that's
readable by servers
* Site structure
for spiders
* Link architecture
both internally and externally
July, 2011
SEO
White hat tactics
* Good internal linking
from one page to another, follow the
‘three click rule’
* Link sharing
reciprocal links between you and other
relevant websites
* Guest writing content
* Getting the right keyword balance –
Google’s keyword tool
* Submitting a sitemap to search engines
July, 2011
SEO
Grey hat tactics
* Duplicate content
Legitimate if through affiliates, but risky
if you get downgraded
* Paid links
Legitimate if used for advertising , but
beware of link farms
* Cloaking
Behind a members only section, or
through robots.txt
July, 2011
SEO
Black hat tactics
* Keyword stuffing
should be aiming for between 5 – 10%
of text, as a very general rule
* Hidden text
Search engines can spot this a mile off
* Redirects and doorway pages
Designed to focus on a specific phrase
or keyword
* Interlinking
creating multiple sites that
independently link together – can still be
done ‘correctly’
Tools to enable
July, 2011
Tools to enable
* Twellow
* Friend or follow
* Tagdef
Search
* Technorati
* Icerocket
* Google blogs
* Blog catalog
* Wikio
Monitor
* Social mention
* Google alerts
* Sentiment Metrics
Measuring influence
July, 2011
Measuring influence
Blogs & Bloggers
* Authority
* Connections
* Technorati Authority & rank –
linking behaviour,
categorization and site data
July, 2011
Measuring influence
Twitterers
* Follower: following ratio
* Frequency of tweets
* Verified accounts
* Peerindex
* Klout score
July, 2011
Measuring influence
Websites
* Pagerank
* Unique users - computers,
not people
* Backlinks
* Social bookmarks
* Google cache
July, 2011
Measuring influence
Tools
* Quarkbase
* My DN stats
* Woorank
Campaign case studies
July, 2011
Campaign case studies
Coca Cola
* Rewarding fans – fan downloads
* Anchored on a theme – happiness
* Welcome page –
features original page creators
July, 2011
Campaign case studies
Garden World
* Facebook game around creating your own
digital garden
* Users have to water, cross breed, and
tend to their garden – encouraging regular
re-visits and log-ins.
July, 2011
Campaign case studies
DHL - social memories
* A data aggregation Facebook app that
displays users’ information as a ‘this is
your life’ style book
* The campaign offered an easy way for
users to share personalised content
* As a result, the app went viral, receiving
15,000 connections in one month
July, 2011
Campaign case studies
HSBC’s Business network
* An internal social network that pulls
together informative and relevant
blog content aimed squarely at
entrepreneurs from 148 bloggers
* UGC formed a large part of the
campaign
* The whole network was focussed on
content, rather than products
July, 2011
Campaign case studies
Blendtec – ‘will it blend?’
* A B2C campaign that achieved a
B2B objective
* Opened the doors for the sales team
to approach large suppliers who had
seen the ‘will it blend’ campaign
* Recognised as leaders in viral
distribution
* 134 Million YouTube views
* 700% increase in sales to large
suppliers
July, 2011
AI focus
July, 2011
Social media glossary
Tagging – adding keywords to content that make it more understandable to search engines
Blogs – online ‘web logs’ that offer comment, opinion or news on a particular niche subject
Microblogs – blogs that focus on smaller snippets of information or content
UGC – User Generated Content
Wiki - a website that allows its users and moderators to edit its content and design
Widgets - small applications that sit offline, but show data sourced online
Crowdsourcing - using an online community to help achieve tasks or make decisions
Social Graph – the term used to describe someone's network of online connections
Open Source – software and code that is distributed freely across the web under creative commons licensing
Mash ups – using freely available open source data
on the web to create a tool or resource
Meme – ideas and content online that are imitated, rather than reproduced or shared
Social Search – the act of using social media to enhance SEO
SEO – Search Engine Optimisation
Blogroll – a list of blogs that a blogger finds interesting and links to
Web 3.0 – the next stage of the web, also known as the semantic web
Buzz – a collective of people talking about something online
Folksonomy – the act of allowing web users to classify content organically by assigning tags. A cross between crowdsourcing and tagging
RSS – Really Simple Syndication pulls all of a websites updates into a live feed that goes directly to the user in real time
Geotagging – assigning tags to content based on their geographic location
