Hannah Paramore - the second half of the 3rd year class at STS Marketing College in Dahlonega, GA.

2. the moment of critical mass

4. from relative obscurity to
epidemic...
which is good.

5. ideas, products, messages
and behaviors spread like
viruses.

6. 3 Rule of Epidemics

8. 1. The Law of the Few

9. 1. The Law of the Few
2. The Stickiness Factor

10. 1. The Law of the Few
2. The Stickiness Factor
3. The Power of Context

11. 1. The Law of the Few

12. 1967 - Six Degrees of
Separation study

13. 160 students in Nebraska
were given a letter with
instructions to get it to a
stockbroker in Boston

14. None of the students knew
the stockbroker

15. Took an average of
6 contacts

16. 3 people were the final link
for 50% of the students

17. The Law of the Few...
the success of any kind of social
epidemic is heavily dependent on
the involvement of people with a
particular and rare set of social gifts

19. 1. Connectors

20. 1. Connectors
2. Mavens

21. 1. Connectors
2. Mavens
3. Salespeople

22. Connectors are...

24. People with a special knack for
bringing the world together.

25. People with a special knack for
bringing the world together.
They link us up with the world

26. extraordinary knack

27. making friends &
acquaintances

28. they have large networks

29. they are successful because
of their ability to span many
different worlds.

30. intrinsic to their personality
is the combination of...

32. curiosity

33. curiosity
self-confidence

34. curiosity
self-confidence
sociability

35. curiosity
self-confidence
sociability
energy

36. Chuck is a Connector

37. Mavens are...

39. information specialists

40. information specialists
people we rely on to connect us with
new information

41. information specialists
people we rely on to connect us with
new information
collect knowledge and know how to
share it

42. Judy Randall is a Maven

43. Salesmen are...

45. persuaders

46. persuaders
charismatic people we all want
to agree with.

47. Bill Hardman is a Salesman

48. hundreds = thousands

50. it’s not about the people
following you

52. it’s about the people who are
following the people who are
following you

53. some are more important than
others because they are...

55. Connectors, Mavens and
Salespeople

56. not all communities are
created equal

57. FACEBOOK
twitter

59. 1. Facebook is bigger (800 vs 100)

60. 1. Facebook is bigger (800 vs 100)
2. Facebook is more comprehensive

63. 1. Claim your page

64. 1. Claim your page
2. Keep it up to date

65. 1. Claim your page
2. Keep it up to date
3. Wait and see

66. other communities...

68. Your Toolset:

69. Your Toolset:
Facebook

70. Your Toolset:
Facebook
Twitter

71. Your Toolset:
Facebook
Twitter
Youtube

72. Your Toolset:
Facebook
Twitter
Youtube
Flickr

73. Your Toolset:
Facebook
Twitter
Youtube
Flickr
Google+ (test)

74. more followers

75. lack of patience or time

76. sweepstakes

77. Brief Aside: If your business is
in trouble, social is not your
quick fix.

78. long-term engagement strategy

79. big differences btwn traditional
and digital

80. broadcast and display have
some similarities

81. paid search, email and social
are rewarded based on
response

82. Google - places search ads
higher if you get more clicks

83. ESPs deliver your emails better
if your open rate is higher

84. Facebook prioritizes your
posts if you get more
engagement

85. quality is important

86. How do you find and build a
relationship with influencers?

87. it’s tough on Facebook

88. brands and people can’t
message each other

89. it’s all about the wall

90. basic rules for winning on the
web in general and social in
particular are...

92. 1. create good content

93. 1. create good content
2. encourage engagement

94. 1. create good content
2. encourage engagement
3. be consistent

95. 1. create good content
2. encourage engagement
3. be consistent
4. measure

96. what does ‘engagement’ mean?

97. Liking your Page
Posting on your Wall
Liking, commenting on or sharing a post, photo, video etc that
you put on your Page
@ mentioning your Page in a post they make
Tagging your Page in a photo
Liking or sharing a check-in deal
Checking in at a Place

98. If you know a company’s
mission, you can figure out
how to work with them.

99. Google’s mission:
To organize the world

100. you can’t trick ‘em for long.
black hat SEO will lose.

101. Facebook’s mission:
To make the world a more
open and connected place.

102. Facebook’s wants to keep
people on their site
communicating with each other

103. All along, they’re learning
about you

104. Farmville?
Surveys?

105. Facebook values engagement
- so that’s what they measure

106. 2 Facebook Measurements to
Watch

107. 1. Talking About This:
number of people interacting
on your page

108. Talking about This
It shows you the number of unique people who have created a ‘story’ about your
Page in the last 7 days. The ‘story’ might include people:
Liking your Page
Posting on your Wall
Liking, commenting on or sharing a post, photo, video etc that you put on
your Page
Answering a question you asked using the ‘question’ feature
RSVPing to an event
@ mentioning your Page in a post they make
Tagging your Page in a photo
Liking or sharing a check-in deal
Checking in at a Place

109. Talking about This
The Point: The more people talking about your business, the more
people you’ll be able to reach on Facebook. You’ll see now why it’s so
important to get people interacting and engaging with your content.
You might also be interested to know that top brands are currently
getting 0.7% engagement (on average) on this new metric.

110. Top brands are getting
.7% engagement in the
“Talking About This” metric
Starbucks on 1/12/12: 0.7%
Tennessee Tourism on 1/12/12: 0.7%

111. 2. Weekly Total Reach:
and it’s calculated like this...

113. For the last 500 posts:

114. For the last 500 posts:
1. Reach - # of people who saw the posts

115. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users

116. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users
3. # of people Talking about this

117. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users
3. # of people Talking about this
4. Virality (talking about this / reach)

119. Facebook doesn’t care if the
engagement is positive or
negative

120. Currently no automated way
to rank sentiment

121. Facebook wants to help you
out by filtering your
posts...based on overall
engagement

122. so if nobody is engaging with
your content
your content gets shown less
overall

123. that’s the new Edgerank
scoring system and here’s a
real life story...

125. A Real EdgeRank Story
• April: 1,411 likes
• Paramore takes over social
• May: 2,058 likes
• EdgeRank Score goes public: 24
• June: 3,183 likes
• EdgeRank Score increases to 29
• SplashGround Sweeps starts
• July 4,171 likes:
• EdgeRank Score decreases back to 24
• SplashGroundSweeps Ends
• August 4,310 likes:
• EdgeRank Scores settles at 21

126. A Real EdgeRank Story
WHY? July:

127. A Real EdgeRank Story
WHY? August

128. 3 things Facebook thinks are
important...

130. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4 hours old*

131. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4 hours old*
*constantly changing stat.

132. 3 quick Facebook Tips

133. 1. Use a personal tone

134. 2. Always use a call to action
(tell me what you think)
(like this update if you X)

135. 3. Post during peak hours
7-9 am
5-7 pm
11 pm - 1 am

136. It’s interesting what makes
people respond...

137. Ask

138. Ask
• Follow-up

139. Have some Holiday
Spirit

140. Pretty pictures work
• Everyone loves a pretty
picture ...

141. Mavens are
good
• Develop a loyal fan base and
they will help you manage the
on-going conversations on
your wall...

142. Love
• A reply tweet from a follower
after we replied to their
original tweet letting them
know we missed them as
much as they missed
Wildwoods.
• The Point: A personal touch
through a message from a
brand is appreciated and
builds loyalty.

143. Oops

144. Oops
FAIL!

145. Targeting Influencers on
Twitter

149. 38 mentions x 3,071 followers =
116,698 impressions

152. 2. The Power of Context

153. Relevant, interesting content
is the thing.

154. But delivery vehicles change
everything.

155. There are now more
smartphones in use than
feature phones

156. in 2014 more than 50% of
web traffic will come from
smartphones

157. Is THIS your personal
computer?

158. Or is this?

159. It’s the one you take with
you everywhere.

160. 3 main differences between
these two devices

161. 1. Screen size

164. 2. Navigation/Input
method

167. 3. Context

170. 2 schools of thought

171. 1. Mobile should be light-
weight and focused.

172. 2. Mobile should have
everything - because it’s
many people’s only
computer

175. Google’s new algorithm:
Social more important than
links

176. Social bookmarking

177. If it’s mentioned in social it’s
more likely to be authentic
and valuable

178. Engagement is more
important than links

179. www.paramore.is