OMI afternoon workshop at SES 2009 with Hallie Janssen of Anvil Media Inc

A How-To Guide to Social MediaAugust 10, 2009

Hallie Janssen

Vice President

503.595.6050x221

[email protected]

Twitter: @hallie_janssen

Anvil Media, Inc.

© 2009 Online Marketing Connect Institute

Agenda

1:00-1:15pm: Introductions and Expectations

1:15-1:45pm: Overview of Social Media

1:45-2:00pm: How to Lurk and Listen

2:00-2:30pm: Retrevo Case Study

2:30-2:45pm: Twitter

2:45-3:00pm: Facebook

3:00-3:15pm: LinkedIn

3:15-3:30pm: YouTube, Flickr, Digg, delicious, & more

3:30-4:00pm: PC World & Macworld Case Study

4:00-4:15pm: Oregon State University Case Study

4:15-4:30pm: Tracking and Analytics


About Instructor

Optimized first site in 1998

Technology and consumer background

Lead agency and in-house teams

Teach courses at Portland State University

Lead social media and search engine trainings

SEMpdx board member


About Anvil Media, Inc.

Search engine marketing agencySpecialize in SEO, PPC & SMMFounded in 200013 employees40 clientsPBJ 10th Fastest Growing Company 2007PBJ 10th Most Philanthropic Company 2007


Anvil Media, Inc. Clients

What is SoMe?


What is Social Media?

Definitions:

Social = relating to humans and society

i.e. consumers

Media = medium used to store and deliver information or data

i.e. Wordpress, Twitter, Facebook, Flickr, YouTube, etc

Social Media = Internet-based tools for sharing and discussing information among human beings.


Social Media: Categories

Forums: Google Groups

Networking: LinkedIn, Facebook

Blogs: WordPress, Typepad

RSS: Bloglines, Newsgator

Media Sharing: Flickr, YouTube

Bookmarking: Delicious

Expert Communities: Yahoo! Answers

Wiki: Wikipedia, AboutUs

Microblogging: Twitter

Social Media Marketing Statistics





Fun Facts

• 13 hours of video uploaded on YouTube per min• 412 years to view all videos on YouTube• 100,000,000 videos viewed on YouTube per day• 13,000, 000 articles on Wikipedia• 3.6 billion photos on Flickr• 3 million Tweets per day• If Facebook were a country – 5th largest


Worldwide unique visitors (June, 2009). Source: comScore• Google Sites: 844 million• Microsoft Sites: 691 million• Yahoo! Sites: 581 million• Facebook: 340 million• Wikimedia Foundation sites: 303 million• AOL: 280 million• eBay: 233 million• CBS Interactive: 186 million• Amazon: 183 million


Source: Universal McCann

World Wide Activities


Source: Universal McCann

Social Media Saturation


Engaging an International Audience

• #1: Know the predominant platform & use it.



• #2: Speak their language – literally.



• #3: Tailor content based on local language & culture.

Clean & Clear on China’s social media powerhouse

QQ.com


Benefits of Social Media

Added Benefits SEO ORM Insights into demographics Reach initiators Reach influencers


Where Marketers are Putting Budget


Insights Into Demographics

Choose demographic data based on Facebook and

YouTube stats


Insights Into Demographics

Based on demographics data chosen, display advertising

recommendations


Insights Into Keywords

Facebook Lexicon



BETA



Retrevo Case Studyw/ Robb Lewis

Lurking & Listening


Lurking and Listening

• Brand monitoring: brand, products, key execs• Buzz monitoring: overall noise• Define insights: topic and tone• Define audience: key influencers, demographics• Competitive recon: topic and tone• Industry recon: overall noise


Social Listening Tools

Comprehensive:

Real-Time Alerts :

Influencer ID:

Basic Monitoring:

Tracking:

Sentiment:


SM2


Employee Engagement Guidelines

• Corporate representatives• Those already active• Everyone encouraged• Sample Guidelines: Intel and IBM

Graph Source: Hutch Carpenter


Employee Engagement: Organizing



• Stick to your area of expertise and provide unique, individual perspectives on what's going on at Intel and in the world.

• Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.

• Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.

• Respect proprietary information and content, and confidentiality.• When disagreeing with others' opinions, keep it appropriate and polite.• Know and follow the Intel Code of ConductFiletype/Size: PDF 596KB and

the Intel Privacy Policy

http://www.intel.com/intel/finance/docs/code-of-conduct.pdf

http://www.intel.com/intel/finance/docs/code-of-conduct.pdf

http://www.intel.com/sites/sitewide/en_US/privacy/privacy.htm



• Be transparent• Be judicious• Write what you know• Perception is reality• It’s a conversation• Add value• It’s a responsibility• Create some excitement• Be a leader• Acknowledge mistakes• Pause and then send

Bonus GuidelinesBe timelyBe relevantBe informativeBe entertaining

Twitter


Twitter Overview Micro blog 140 characters Mainstream early 2009 Fewer users High profile abandonment River, not a lake


Twitter 101

• Replies: “@” used when you want to respond to someone else’s Tweet.

• Direct Message: “DM” private message seen only by the person you specify

• Hashtags: Used to group topics & easily find conversation threads using Twitter Search

• Retweet: “RT” sharing someone else’s tweet with your own followers

• URL Shortners: Due to character limits, shrink lengthy URL’s using bit.ly or another service.


Profile Configuration & Optimization

Choose handle/user name Register other variations Use multiple to humanize Logo or photo ClickableNow background Optimize bio Include location and link Promote for inbound links Use keywords in Tweet


Content Strategy

• What is being said and by whom?• What kind of resources do you have?• What questions can you answer?• What else are people talking about: WhatTheTrend and

BingTweets• Use Twitter Advanced Search• Go for the RT or retweet • Balance responses and tweets• Link blog to Twitter


Syndication & Promotion

• Syndicate on blog, site, Facebook• Twitter Badge• Promote across all marketing• Add to Twitter directories• Sponsored Tweets• Find friends, make friends• Twitpic, Yfrog & Twitvid• Retweet button• Contests• Coupons


Twitter Analytics

• Followers, Retweets, Hashtags• Ow.ly, bit.ly, and BackTweets• Tweetmeme• Custom profile in Google Analytics• Twitalyzer integration with Google Analytics• Omniture’s SiteCatalyst Twitter Plugin


Twitalyzer – What is your influence?


Twitalyzer – What is your influence?


Twitter Tools & Resources

• Mobile Apps for on the go• Clients: TweetDeck, Seesmic, Twhirl, TweetR, HootSuite• Search: Twitter Search, TweetScan, Twitterverse• Conversations: Quotably• Aggregation: FriendFeed• Tagging: Hashtag.org• Location: TwitterLocal• Services: CoTweet, TweetLater, Twapps.com, Twitterapps• List of Who to follow

http://mashable.com/category/megalist/

Facebook


Facebook Overview

Personal, Pages, Groups Personal Portal Pictures, Video Recent increase in Boomers Lake, not a river


Page Configuration & Optimization

Customize via FBML Set landing page on Facebook Set landing page off Facebook Wildfire and Involver Add all relevant business info


Page Content

• Videos & pictures• Events• Discussions & Questions• Reviews• Polls• Contests & giveaways• Coupons• Newsletters• PDF’s & whitepapers• Offline content• Blog and Twitter Syndication• Shoplet from Alvenda


Facebook SEO

Keywords in User Name Address, City, State, Zip for local Use “raw link” – don’t attach link Keywords in photos, event descriptions

and discussion forum



• Active participation and updating – news feeds• Promote page with an ad• Badge and link from website, signature file, other SoMe

profiles• Send gift functionality• Offline promotion• Promote other pages through Favorites


Facebook Advertising

Location Gender Age Education Relationship status Workplaces Keywords


Facebook Analytics

What to track? Likes Wall Posts Comments Fans & unsubscribed fans Page views


Tools & Resources

Facebook Connect Facebook Apps Blog.facebook.com Twitter.com/facebook Insidefacebook.com Mashable

LinkedIn


LinkedIn Overview

Personal & Company ProfilesGroups & Q/ABuild biz via networking



Keywords in User Name Bio, link to web site Promote for inbound links Free apps to enhance profile



Company Profile New beta feature Services and statistics Employees should connect


Content Strategy

Electronic resume Status updates for freshness New connections Recommendations for dimension Utilize applications



Syndication & Promotion Join a group Start a group Request an introduction Q& A Advertise

Groups Monitor activity Post jobs and news Manage members


LinkedIn Analytics

Others


YouTube

• What: Video sharing site• SoMe: awareness, engagement• SEO: file names, titles, descriptions, tags, Universal Search• Promotion: advertising on site & videos• Metrics: views, ratings, subscribers, comments• Tools: YouTube Insights, TubeMogul


Flickr (Picasa too)

• What: Photo sharing site• SoMe: awareness• SEO: file names, titles, descriptions, tags• Metrics: comments, favorites, views• Tools: Flickr Pro Account


Delicious (StumbleUpon too)

• What: Social bookmarking tool• See latest trends on what people are reading via tags• Let others see your tags via public profile• SoMe: awareness• SEO: keyword research, citation• Metrics: # people saved, # notes made, types tags & notes• Tools: subscribe to RSS feed for brand and keyword tags


Digg (Reddit too)

• What: Social news voting site• See latest trends on what people are reading via Diggs• SoMe: find your influencers, awareness• SEO: citation, do have nofollow tag• Metrics: # diggs, profile views, comments, friends, links• Tools: subscribe to RSS feed for brand and keyword tags

PC World & Macworld Case Study

w/ Alexa Wriggins

Oregon State UniversityCase Study

Case Study: Oregon State UniversityObjective:

Increase engagement & awareness in creative way

Find a low cost way to reach audience

Strategy:

Engage in all social media forms

Test concept before announcing

Use crowd sourcing techniques to test

Find passionate & affordable talent to manage content

Learnings Along the Way:

Don’t need an expert on the front lines

Already had Facebook presence, had to create second page

Already had LinkedIn group, more successful

Case Study: Oregon State University

Success:

Coverage from Mashable

EduStyle award

Increase in admissions

Increase in fans, followers, subscribers

Tracking


Social Media Tracking

• Google Analytics & WebTrends w/ Radian6• Yahoo Pipes• Tealium• Trendrr• Clicks with Bit.ly or Ow.ly


Custom Filter in Google Analytics





Q&A

Hallie Janssen

Anvil Media, Inc.

[email protected]

twitter.com/hallie_janssen

www.anvilmediainc.com