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In this presentation, we explore the different social media opportunities available to business. Specifically, we look at:- Blogging- Facebook Pages- Facebook Ads- Facebook Connect- Linkedin- and Twitter
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Social Media Strategy
Agence Ometz
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SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Agenda
• Overview & Opportunity
• Hub & Spoke Social Media
• Blogging
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Who Am I?
• Consultant @gypsybandito
• Video Host @watchmojo
• Former Agency Hack @nvi @shareresults
• Former Staff Editor @revenews
• Since 2005
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Uses & Applications
• Branding
• Visibility
• CRM
• Social “Notworking”
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Social Media Difference
Mutli-Medium
Two-Way Medium
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Multi-Medium
Text
Images
Audio
Video
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Two-Way Medium
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Two-Way Medium
• Brands Consumers
• Consumers Brands
• Consumers Consumers
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Word of Mouth Before
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Word of Mouth After
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SOCIAL MEDIA
Social Strategies
• ORM – Online Reputation Management
• SEO – Search Engine Optimization
• Lead Generation
• Customer Service / Relations
• Branding / Visibility
• Data Mining
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
“Your brand is not what you say it is, it’s what
Google says it is.”-- Chris Anderson
Editor, Wired MagazineAuthor, The Long Tail
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Blended Search Results
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Blended Search Opportunity
• Be Found
• Control What’s Found
• Legitimacy / Authority / Credibility
• Own the First Page
SOCIAL CONTENT STRATEGY
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SOCIAL MEDIA
Blended Search – Above the Fold
• 73% don’t go past 1st page
• 71% don’t go past first 5 results
• 10% go to 3rd result
• 4.5% go to 5th result
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SOCIAL MEDIA
Blended Search – Ingredients
• Blogs
• Social Media Profiles
• Images / Videos
• News
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SOCIAL MEDIA
Hub & Spoke Social Content STRATEGY
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Hub & Spoke Social Content STRATEGY
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Hub
• Company Blog
Spokes
BLOG INTEGRATION
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SOCIAL MEDIA
Goals
• Content Publishing Hub
o News, Announcements, etc.
• Support SEO Efforts
• Drives Traffic
• Increase User Engagement
• Provide Social Platform
BLOG INTEGRATION
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SOCIAL MEDIA
SEO Benefits
• Updated Content
o Posts, Comments, etc.
• Structured Content
o Categories, Tags, Users, RSS Feed, etc.
• Interlinking
BLOG INTEGRATION
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SOCIAL MEDIA
Blogging Ideas
• Industry Observations
• Tutorials / How To’s
• Company News
• Something More…o Personal Brando Contestso Videos / Podcasts
BLOG INTEGRATION
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SOCIAL MEDIA
Getting Started
• Wordpress Installed
• Comprehensive Social Features
• Facebook Connect Integration
• 5 x Pre-Launch Filler Posts
• 2 x Posts / Month Ongoing (min)
SOCIAL MEDIA CONTENT STRATEGY
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Goals
• Drive Traffic
• Raise Brand Awareness
• Position Your Brand as Social
• Foster User Engagement
• Support SEO
SOCIAL MEDIA CONTENT STRATEGY
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Requirements
• Blog (social platform)
• Custom Content
• Social Integrationo Like / Tweet Buttonso Social Widgets
Social Content Sites
• Reddit, StumbleUpon, Digg
• Mixx, Propeller, etc…
BUSINESS CASE: SHERWEB.COM
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SOCIAL MEDIA
• Facebook Etiquette Blog Post
• >20,000 Visits over 48 Hours
• >60,000 Visits over 1 Month
• 124 Comments
• PageRank 3
BLOGGER OUTREACH
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SOCIAL MEDIA
Goals
• Engage Influencers
• Evangelize Your Products/Services
• Create Buzz
• Build Backlinks (SEO)
• Drive Sales
BLOGGER OUTREACH
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Deliverables
• List of Targeted Industry Bloggers
• Targeted Email Template
• Feedback on Blogger Responses
• Blogger Backlinks
BUSINESS CASE: MICROSOFT CANADA
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SOCIAL MEDIA
• Make Web Not War 2010: o Open-Source / Interoperability Event
• Targets: o 250 Registrationso 80 Contestants
• Results: o 397 Registrationso 81 Contestants
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SOCIAL MEDIA
Overview
• A place where people connect…
• A personal environment…
• Personal / Professional Collide
• Facebook Ads
• Facebook Connect
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Roadmap
• Optimized Page
• Welcome Tab
• Integrated Shopping
• Run Ad Campaigns
• Sponsor Contests
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Basics
• Logo / Image
• Info & Description
• Branded URL
• Photos, Videos, Etc…
• Likes / Fans???
• Welcome Tab
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Welcome Tab
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Facebook Shopping
FACEBOOK PAGES
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Social Media Strategy for Ecommerce
Facebook Shopping
FACEBOOK ADS
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Goals
• Branding
• Increase Visibility
• Engage Targeted Users
• Facebook Fans (Facebook Insights)
• Generate Leads
FACEBOOK ADS
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Features
• Demographic Targeting
• Geo-Targeting
• Pay Per Click
• Set Daily Budget
• Ads, Surveys, and Sponsored Stories
FACEBOOK ADS
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Social Media Strategy for Ecommerce
Deliverables
• Facebook Campaign Set-Upo Traffic to Siteo Traffic to Fan Page
• Ongoing Optimization
• Targeted & Qualified Traffic
SOCIAL MEDIA CONTESTS
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Opportunity
• 50% of users like to enter an contests or
sweepstakes at least once/month.
• Businesses that offer contests have twice as many
social network fans.
– Forrester Research
SOCIAL MEDIA CONTESTS
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Social Media Strategy for Ecommerce
Goals
• Engage Consumers
• Promote Your Products
• Build Fans/Followers (generate “Likes”)
• Leverage Users’ Activity Feed
• Stimulate Demand for Products/Services
• Collect & Mine User-Data
SOCIAL MEDIA CONTESTS
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SOCIAL MEDIA
Deliverables (TBD)
• TBD-number of Fans / “Likes” (Branding)
• TBD-number of Wall Comments (Engagement)
• TBD-number Blog Comments (SEO)
• User List / Database (Open-Graph)
SOCIAL MEDIA CONTESTS
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SOCIAL MEDIA
Ideas & Options
• Facebook Contest (Likes & Fans)
• Blog Contest (Comments & Emails)
• Twitter Contest (Tweets & Retweets)
• Blogger Giveaways (Backlinks & PR)
BUSINESS CASE: BOUCLAIR
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SOCIAL MEDIA
• Targeted Canadian Users
• Traffic Fan Page
• Avg. CPC $0.51
• >2,000 new Fans
• >500 Email Addresses
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Facebook Connect
• Registration & Login
o Access Real User Data
• Choice of FB Features
o Like, Share, Comment, etc.
• Facebook Open-Graph
FACEBOOK OPEN GRAPH
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SOCIAL MEDIA
Facebook Twitter LinkedIn Google Yahoo!
Name X X X X X
Email X X X
Nickname X X X
Photo X X X X X
Profile URL X X X X X
Birthday X X X
Gender X X
Location X X X X X
Social Graph X X X X X
More X X X X
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SOCIAL MEDIA
Facebook Connect
• Lollapalooza
o 99% more Page Views
• Gawker
o 45% increase in registrations, week over week
• Joosto 30% more views, 15% more comments, 38%
more invites
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SOCIAL MEDIA
Overview
• Where professionals network…
• A professional environment…
• Controlled Privacy
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SOCIAL MEDIA
Features
• Personal Profiles
• Groups
• Company Profiles
• Job Posts
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SOCIAL MEDIA
To Do’s
• Personal Brandingo Pic, Bio, Expertise
• Network Personal Brandingo Connect / Recommendo Introductionso Job Marketing
LinkedIn Profile
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LinkedIn Profile
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To Do’s
• Bio (keywords)
• Resume (keywords)
• Recommendations
• 100% Complete
LinkedIn Groups
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LinkedIn Groups
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To Do’s
• Discussions
• Member Networking
• Job Opportunities & Promotion
LinkedIn Company Profiles
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LinkedIn Company Profiles - Services
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LinkedIn Company Profiles
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To Do’s
• Description (keywords)
• Services (keywords)
• Employee Profiles
• Analytics
LinkedIn Company Profiles - Analytics
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LinkedIn Company Profiles - Analytics
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LinkedIn Company Profiles - Analytics
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Overview
• A place to share & discuss…
• A casual environment…
• Real-Time Content
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To Do’s
• Listeno Follow, Follow Back, Lists
• Shareo Tweet, Retweet
• Dicsusso @replies, #hashtags, DMs
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The Tweet
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The@Reply
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The Retweet (RT)
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The Retweet (RT)
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The Retweet (RT)
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The #HashTag
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Deliverables
• Twitter Profile Set-Up
• Segmented Following Lists
• Community Outreach Strategyo Rules of Engagemento Building Followers
• Primary Gatekeeper
SOCIAL CONTENT STRATEGY
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QUESTIONS?
• SocialEd.org/blog
• @gypsybandito
