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Op-tuh-muh-zey-shuhnTalking social for business & personal brands

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Topics of Note

• LinkedIN• Twitter• Google• Facebook• Connecting the Dots

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LinkedIN

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Topics of Note

• Thought Leadership• Insights• Specialization

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“The Networking that matters is helping people achieve their goals, so that over time, they’ll do the same for you- Seth Godin

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Continued Growth & Expansion

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Thought Leadership

• Importance of Groups– Creating & Participating– Research & Learning

• Events– Participating– Promoting

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Thought Leadership

• Company status updates

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Answers

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Group Insights

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Specialization | Veterans

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Specialization | Alumni

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Specialization | Skills & Expertise

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Twitter

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Topics of Note

• Twitter + iOS• Stories

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iOS

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Stories

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Google

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Topics of Note

• Changing Face of Search• Google+ for Business

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Panda 2.X Insights

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• Creating valuable content• Consolidating approximate duplication • Getting rid of exact duplication• Improving usability– Ensuring valuable & engaging UX– Providing easy and useful navigation– Not obscuring content with an vast amount of ads

• Working on engagement– Building a site that people want to stay on, link to, return

to, share, and otherwise show happiness towards

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Social + Search

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Social + Search

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Google+ for Business

• Creating, Sharing– Pages, Hangouts, Circles

• Promote– The +1 Button, G+ Icon, Social Plug-ins, Direct Connect

• Measurement– Search, Analytics, Ripples

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The +1 Button

• G+ Business Page is your “home” for all +1’s

• Connect with your consumers

• Connect across Google Touchpoints– Search– Display Ads– Video– Mobile– G+ Pages & Sites

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Wild Wild West is Open

• Step 1. Reserve your brand page url• Verification issues from jumpstreet– Snippet of code: “Verified Name”– Brand-jacking has occurred

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Features

• Circles provide the ability to segment users• Remove unwanted tabs– No videos? OK, remove the tab

• Lock posts• Hide follower counts– Helpful as your building a fan base

• Add links to About page

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Adwords Social Extension

• Connect the Google+ Business Page to Adwords Ads

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Direct Connect

• Connecting Google+ Pages to Google Search– Dedicated result vs. the index

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Direct Connect

A page’s eligibility for Google+ Direct Connect is determined algorithmically, based on certain signals we use to help understand your page’s relevancy and popularity. In addition to this analysis, we look for a link between your Google+ page and your website.

To help Google associate this content, be sure to connect your Google+ page and your website using the Google+ badge, or by adding a snippet of code to your site, in addition to adding your website link to your page.

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Direct Connect

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The Design of Google+

• Gmail is live• Expanding to YouTube– Eventually

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Facebook

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Topics of Note

• New Advertising Opportunities• Expansion of Open Graph• New Metrics• New User Features• EdgeRank• Mobile

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The Social Platform

• Still big, orca big– Global: 800+ million users, – US: 150+ million users, 15% growth over last 12 mos.– The 50% Factor

• fCommerce strategies continue to emerge

• Continue to work with security & privacy– Consumer trust remains an issue– FBML Apps will stop working on 1/1/2012

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Advertising

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Expanded Premium Ads

• Turning post activity into interactive ads

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EdgeRank

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Social Optimization

• EdgeRank is the algorithm powering what displays in your newsfeed, think search optimization

• Logic is based on objects and edges– Object = Post itself, e.g. text, links, photos– Edge = Action taken on an object, e.g. like, comment, share

• Edge score is determined by multiple factors– Affinity between Edge creator and owner of Newsfeed– Weight for Edge type, e.g. links/photos higher than text– Time is the decay factor for how long ago Edge was

created

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GraphRank

• GraphRank is designed to help users find apps that have been successful with their friends– The more their friends value an app, the more prominently

that app will display in their News Feed

• Subset of EdgeRank applied to Apps Only– EdgeRank is for Fan Page Owners– Graphrank is for App Developers

• Similar calculation to EdgeRank– Affinity, Weight, Time– Interactions which are similar to Edges

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So What?

• If you create an App or Brand Page and nobody interacts with it, was it ever created?– EdgeRank and GraphRank are the PageRank of social

• Consider all the objects when it comes to activity– Don’t post one photo, post three

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Social Graph

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Deeper Social Integration

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Personalizing Social Interaction

• Verbs, Verbs + Nouns– Watching, Reading, Listening,

Trying On, Flying, Cooking

• Branded applications personalizing social actions – Jason ran– Jason ran 3 miles with Nike+

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Metrics

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Friend Activity w/Brands

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People Talking About This

• User-initiated activity related to a Page– Wall posts, “Liking”,

Commenting, Sharing a Post, Answering a Question, Mentioning a Page, Check-ins

• Importance of “comment-worthy” content

• Activity only, not sentiment

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User Features

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User Features | Newsfeed + Ticker

Ticker

Newsfeed

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Timeline

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Timeline

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Subscribe

• Creating the ability to have public Facebook Posts, separate from private conversations

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Mobile

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Mobile

• Native Apps– iOS, Android

• Mobile Web-Based Apps– HTML 5

• Use of Facebook credits in Mobile– In-App, In-Game purchases

• Locations Tab

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Inventory & Approach

Title Description

Links

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Aggregators

• Option to get info out to all outlets– http://manageflitter.com/plus– +Rob McGee

• Consider brand voice/tone matching outlet

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Bringing it all Together

1. Your website has never been more important– Let social enhance the experience

2. Ensure all dots are connected…– “Not which outlets we use… How well we use them all”– Establish the ecosystem, be proactive in the approach to

each channel and how it relates to others (lead vs. support)

3. Continue to test– How YOUR users are engaging with you vs. trends– FB Tabs vs. Landing Pages, Ad formats, creative

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Bringing it all Together

4. Content is still king– Shift from Impressions/Reach to Action/Engagement– People rarely revisit fan pages on FB

5. Clearly defined Calls-to-Action

6. Value is critical– Especially before you get to value-add

7. Remember your social fundamentals– Be genuine, Be remarkable, Be yourself…

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Be Social

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Branding Forward Project

www.BrandingForwardProject.com

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Jason LoehrSVP, Strategy & Development

jloehr@madpow.net(502) 509-4653@jloehr

http://bit.ly/ldasocialoptimization