The Science of Social Branding

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Jennifer Lopez

The science portion of the dual presentation: The Art & Science of Social Brand Building at #SearchFest 2016.

Médias sociaux

The Science of Social
Jennifer Sable Lopez
Sr. Director of Community & Audience
Moz
@jennita

@jennita #SearchFest
Try the Quartz version

Try the Quartz version
@jennita #SearchFest

Social Media is key to
gaining momentum…

Social trafﬁc after
post launch:
Feb 2015
Social Media is key to
gaining momentum…

Social à Engagement
à Links à Trafﬁc
February 2016

Social à Engagement
à Links à Trafﬁc
2016 Organic trafﬁc
2016 Social trafﬁc

Awesome, everywhere.
@jennita #SearchFest

Make your content do
the work
at least some of it

OpenGraph code
http://ogp.me
@jennita #SearchFest

Modify for your audience
<title> tag
No images in
post

Modify for your audience
Open graph title
Open graph image
@jennita #SearchFest

Modify for your audience
@jennita #SearchFest

Facebook caches OG info
@jennita #SearchFest

@jennita #SearchFest
Facebook debugger re-caches

Facebook debugger re-caches
New image for
2015
New title &
description

@jennita #SearchFest
Fix other people’s content J
Nice image!
Hmm but what’s
this?

@jennita #SearchFest
Run it through FB debugger
Same image
Hooray! Title &
description

Summary card large image
The
winningest!
@jennita

Summary card large image
Cyrus
approved!
@jennita

Twitter card code
<!-- Twitter card data -->!
<meta name="twitter:card" content="summary">!
!
<meta name="twitter:site" content="@twitterhandle">!
!
<meta name="twitter:creator" content="@AuthorTwitter”> !
!
<meta name="twitter:title" content=”Title specific to
Twitter – short works great!">!
!
<meta name="twitter:description" content=”Remember this is
being shared on Twitter, make it enticing to the FB user.">!
!
<meta name="twitter:image" content=”image URL for the image
you want to display”>!

Twitter Card Validator
https://dev.twitter.com/docs/cards/validation/validator!

Don’t leave your social
branding to chance

Find the best time to post
@jennita #SearchFest

What gets the most clicks?
@jennita #SearchFest

What type of content works best?
@jennita #SearchFest

Jennifer Sable Lopez
Sr. Director of Community & Audience
Moz
@jennita
Thank You!

Tools Mentioned
Ø  Bitly
Ø  Buffer
Ø  FollowerWonk
Ø  IFTTT
Ø  SproutSocial
Ø  TrueSocialMetrics

Resources
Ø  Measure Social –
http://moz.com/blog/social-engagement-metrics-that-matter
Ø  Social Meta Data Templates –
http://moz.com/blog/meta-data-templates-123
Ø  IFTTT Recipes for Marketers –
http://www.seerinteractive.com/blog/ifttt-recipes-for-marketers
Ø  Open Graph –
http://ogp.me/
Ø  Twitter Cards –
https://dev.twitter.com/cards/overview

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The Science of Social Branding

1. The Science of Social Jennifer Sable Lopez Sr. Director of Community & Audience Moz @jennita

2. @jennita #SearchFest

3. $$$$$ @jennita #SearchFest

4. @jennita #SearchFest

5. @jennita #SearchFest

6. @jennita #SearchFest NO

7. @jennita #SearchFest

8. @jennita #SearchFest I’M DONE WITH YOU

9. @jennita #SearchFest Try the Quartz version

10. Try the Quartz version @jennita #SearchFest

11. @jennita #SearchFest

12. @jennita #SearchFest

13. Quartz has more links, too

14. When you publish a piece of content

15. Social Media is key to gaining momentum…

16. Social trafﬁc after post launch: Feb 2015 Social Media is key to gaining momentum…

17. Social à Engagement à Links à Trafﬁc February 2016

18. Social à Engagement à Links à Traffic 2016 Organic traffic 2016 Social traffic

19. Put your best Social foot forward

20. @jennita #SearchFest

21. Awesome, here. @jennita #SearchFest

22. Awesome, there. @jennita #SearchFest

23. Awesome, everywhere. @jennita #SearchFest

24. Make your content do the work at least some of it

25. Start with Open Graph

26. OpenGraph code http://ogp.me @jennita #SearchFest

27. Plugins & things @jennita #SearchFest

28. Modify your own

29. Modify for your audience <title> tag No images in post

30. Modify for your audience Open graph title Open graph image @jennita #SearchFest

31. Modify for your audience @jennita #SearchFest

32. Facebook caches OG info @jennita #SearchFest

33. @jennita #SearchFest Facebook debugger re-caches

34. Facebook debugger re-caches New image for 2015 New title & description

35. @jennita #SearchFest Fix other people’s content J Nice image! Hmm but what’s this?

36. @jennita #SearchFest Run it through FB debugger Same image Hooray! Title & description

37. LinkedIn pulls from OG

38. LinkedIn pulls from OG

39. Enhance with Twitter cards

40. Regular text tweet @jennita #SearchFest

41. Summary card (default) Better! @jennita

42. Summary card large image The winningest! @jennita

43. Summary card large image Cyrus approved! @jennita

44. Twitter card code ! <meta name="twitter:card" content="summary">! ! <meta name="twitter:site" content="@twitterhandle">! ! <meta name="twitter:creator" content="@AuthorTwitter”> ! ! <meta name="twitter:title" content=”Title specific to Twitter – short works great!">! ! <meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">! ! <meta name="twitter:image" content=”image URL for the image you want to display”>!

45. Twitter Card Validator https://dev.twitter.com/docs/cards/validation/validator!

46. Add your site @jennita #SearchFest

47. Twitter card analytics

48. Social markup isn’t just code, it’s a creative delivery of the brand

49. Make it a part of the marketing process

50.

51. @jennita #SearchFest

52. @jennita #SearchFest

53. @jennita #SearchFest

54. @jennita #SearchFest Email header

55. @jennita #SearchFest Blog header

56. @jennita #SearchFest Social assets

57. @jennita #SearchFest

58. @jennita #SearchFest

59. Don’t leave your social branding to chance

60. The science is as important as the art

61. Take your tech to the next level

62. Show off pics better @jennita

63. Find the best time to post @jennita #SearchFest

64. Find the best time to post @jennita #SearchFest

65. When do you get most clicks?

66. What gets the most clicks? @jennita

67. What gets the most clicks? @jennita #SearchFest

68. What type of content works best? @jennita #SearchFest

69. Measure engagement @jennita #SearchFest

70. Combining the art & science of social will help your brand soar

71. Jennifer Sable Lopez Sr. Director of Community & Audience Moz @jennita Thank You!

72. Tools Mentioned Ø  Bitly Ø  Buffer Ø  FollowerWonk Ø  IFTTT Ø  SproutSocial Ø  TrueSocialMetrics

73. Resources Ø  Measure Social – http://moz.com/blog/social-engagement-metrics-that-matter Ø  Social Meta Data Templates – http://moz.com/blog/meta-data-templates-123 Ø  IFTTT Recipes for Marketers – http://www.seerinteractive.com/blog/ifttt-recipes-for-marketers Ø  Open Graph – http://ogp.me/ Ø  Twitter Cards – https://dev.twitter.com/cards/overview

The Science of Social Branding

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