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New Uses for
Old Tools
AMA #DigiSig
April 18, 2013
Social Media Trend #1
2
Engagement may be queen, but
content is still king. Nothing
boosts search like social content.
Social Media Trend #2
3
Social Media Trend #3
4
Twitter
Is Twitter old?
Just celebrated its 7th birthday!
Now has 500 million daily
tweets and 200 million active
users
Unique/unusual/untapped uses
Hashtag streams on-screen at events
Twitter landing pages/microsites (via Twylah)
. before @ to reach all
Twitter parties
Crowdsourcing
Using Hashtags
Useful in organizing and trending
Use Hashtag.org to find and track relevant tags
To search hashtags, go to your navigation bar and
enter it into the search field. Results will populate
below
Searches can be saved by clicking on the gear
Recommended uses for hashtags:
Find people/companies with similar interests
Create conversations around a brand or event
Create structured online events (Twitter Chats)
Monitor topics of interest (i.e., eating local,
conferences, etc.)
Discover new sources and information
Quickly assess sentiment
Using Lists
What is a Twitter List?
Hand-selected group of Twitter users with a
common interest
Create your own lists or subscribe to lists
created by others
Viewing a list will show you a stream of tweets
from only the users on that list
Benefits of using Lists:
Easily segment followers
Industry experts
Media outlets/reporters
Monitor competitors
Follow or participate in events in real time
Strategic Following to Grow Followers
Ways to find new followers:
Find handles via Twitter Search
Use Twitter’s recommendations
See who is following/not following
you
Friendorfollow
Use Twitter handle directories
Twellow
WeFollow
Twitter Contests
Prizes may be offered for tweeting a particular update, for following a
particular user or for posting updates with a specific hashtag
A few rules to live by:
Discourage the creation of multiple accounts
Discourage the same tweet repeatedly
Ask users to include an @reply to you in their update so you can
see all the entries
Encourage the use of topics relevant to the contest
Full Twitter rules: https://support.twitter.com/articles/68877-
guidelines-for-contests-on-twitter
Facebook
Is Facebook old?
• Facebook will be 10 in
February 2014
• Facebook stays “young” by
always changing!
Timeline: March 2012
New user timeline: now
Graph search: soon
Rolling newsfeed: now
Unique/unusual/untapped uses
Interest Lists
Cover image + profile pic integration
Graph search
Schedule/target posts
Highlight/pin posts
Replace website
Blog (via Notes)
Do More with Timeline
Graph search
New “smart” search delivers results based on Likes, connections, etc.
Remember Mobile Users
Apps you create do not show up on mobile – must
send users to a unique URL
Schedule/Target Posts
Status updates can be preloaded,
targeted
Content, Content, Content
Make Posts Stand Out
Highlighted posts (Starred): Becomes widescreen
horizontal photos work best
Pinned posts (Ribbon):
displayed at top of page for 7 days
Maximize Milestones
Milestones take up more real estate on page, typically a significant event in your
company/organization’s history, opportunity to tell your back story
Facebook Advertising
You can promote: Page, App, Event, External Website
Can target ad audience based on demographics, friends, interests, more
Types of advertising:
Facebook Ads: appear on right side of your screen
Sponsored Stories: appear in news feed as messages from your friends
about them engaging with Pages, apps or events
Promoted Posts: appear high up in news feed, labeled “Sponsored”
Photos, Photos, Photos!
Photos and video are the lifeblood
of Facebook
As Guy Kawasaki says, “Facebook
is a pictures economy”
“Often I just put a picture of our
sunset or property, and it gets me
a few hundred Likes and 30-50
comments. A few times I’ve spent
hours creating a huge post, and it
doesn’t get nearly the same levels
of feedback as that beach picture
gets. Sometimes the easy route
gets the best results.”
Photo Sizing Cheat Sheet
Image Size
Cover Photo 851x351 px
Profile Image 160x160 px ( but must upload 180x180)
Apps 111x74 px
Featured Post/Milestone 843x403 px
Uploaded Photos 2048x2048 px
Uploaded Timeline Photo Thumbnail 403x403 px
Video Preview Thumbnail 403x226 px
Learn From Facebook Insights
Pinterest
Is Pinterest old?
Already 3 years old
Almost 50 million users (some of
them rabid!)
A top 30 site in the US
Unique/unusual/untapped uses
Secret/private boards
Showcase campaign results
Use instead of website
Use for recruiting
Tell a story
New uses for old tools 4 18-13
New uses for old tools 4 18-13
Google+
Is Google+ old?
• Google+ is the baby here –
will be 2 in June 2013
• 343 million users (27%
considered active)
• 2nd largest social platform
behind Facebook
Unique/unusual/untapped uses
Blogging platform
Live online events via Google+ Hangouts (even monetized, a la Glamour)
Find Hangouts to join or watch (Gphangouts.com)
Use hashtag streams for thought leadership
Bookmarking (simply create a Circle, don’t invite anyone and save links
there)
New uses for old tools 4 18-13
Virtual Photo Walks
http://www.virtualphotowalks.org
/
http://www.virtualphotowalks.org
YouTube
Is YouTube old?
• YouTube is 8 years old
• 800 million+ monthly unique
visitors
• 2nd largest search engine in
the world
• 4 billion hours of video
viewed each month
Unique/unusual/untapped uses
SEO your videos (text and onscreen)
Create playlists
Interact with others’ content if you don’t have new videos
Research video trends going back to 2008 via Google Trends
New uses for old tools 4 18-13
Instagram
Is Instagram old?
• Instagram will be 3 in
October 2013
• 100 million monthly active
users
• 40 million photos per day
• 8,500 likes per second
• 1,000 comments per second
Unique/unusual/untapped uses
Influencer outreach
Include some photos with calls to action (drive to website)
Show behind the scenes action (events, manufacturing, etc)
Use followers/customers as models
Print Instagram photos via Snapstagram
Parting thoughts
New uses for old tools 4 18-13
When to Post
There is no perfect time to post
Test different times of day, night and
weekend
Consider your audience
Jan. 2013 article analyzed interaction by
industry:
http://www.entrepreneur.com/blog/22
5419#
Facebook:
Schedule updates via Facebook
1 to 4 p.m. result in the highest average click
throughs
Peak time of the week: Wednesday at 3 p.m.
Less clicks on the weekends
Traffic peaks mid-week, 1 to 3 p.m.;
fades after 7 p.m.
Twitter:
Schedule tweets via Hootsuite
Tweets posted early in the week in the
afternoon have highest click throughs
(1-3 p.m. Monday through Thursday)
Less clicks at night and weekends
Peak traffic times are 9 a.m. through 3
p.m., Monday through Thursday
When to Post Guide from Bit.ly
Create a Content Calendar
Can include Facebook, Twitter, LinkedIn, Google+, blog, etc.
Looks different based on client (Excel, Word)
Use as a guide; be able to adapt accordingly – may not want to pre-load
Use Facebook insights and URL shortener analytics to determine
which type of content is most appealing
Think beyond text to killer visuals
Keep character count in mind – less can be more!
Leverage other communication properties – align messaging and themes
with advertising, digital, and so on
Questions?
Let’s connect!
@LaraK @FahlgrenMortine

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New uses for old tools 4 18-13

  • 1. New Uses for Old Tools AMA #DigiSig April 18, 2013
  • 2. Social Media Trend #1 2 Engagement may be queen, but content is still king. Nothing boosts search like social content.
  • 6. Is Twitter old? Just celebrated its 7th birthday! Now has 500 million daily tweets and 200 million active users
  • 7. Unique/unusual/untapped uses Hashtag streams on-screen at events Twitter landing pages/microsites (via Twylah) . before @ to reach all Twitter parties Crowdsourcing
  • 8. Using Hashtags Useful in organizing and trending Use Hashtag.org to find and track relevant tags To search hashtags, go to your navigation bar and enter it into the search field. Results will populate below Searches can be saved by clicking on the gear Recommended uses for hashtags: Find people/companies with similar interests Create conversations around a brand or event Create structured online events (Twitter Chats) Monitor topics of interest (i.e., eating local, conferences, etc.) Discover new sources and information Quickly assess sentiment
  • 9. Using Lists What is a Twitter List? Hand-selected group of Twitter users with a common interest Create your own lists or subscribe to lists created by others Viewing a list will show you a stream of tweets from only the users on that list Benefits of using Lists: Easily segment followers Industry experts Media outlets/reporters Monitor competitors Follow or participate in events in real time
  • 10. Strategic Following to Grow Followers Ways to find new followers: Find handles via Twitter Search Use Twitter’s recommendations See who is following/not following you Friendorfollow Use Twitter handle directories Twellow WeFollow
  • 11. Twitter Contests Prizes may be offered for tweeting a particular update, for following a particular user or for posting updates with a specific hashtag A few rules to live by: Discourage the creation of multiple accounts Discourage the same tweet repeatedly Ask users to include an @reply to you in their update so you can see all the entries Encourage the use of topics relevant to the contest Full Twitter rules: https://support.twitter.com/articles/68877- guidelines-for-contests-on-twitter
  • 13. Is Facebook old? • Facebook will be 10 in February 2014 • Facebook stays “young” by always changing! Timeline: March 2012 New user timeline: now Graph search: soon Rolling newsfeed: now
  • 14. Unique/unusual/untapped uses Interest Lists Cover image + profile pic integration Graph search Schedule/target posts Highlight/pin posts Replace website Blog (via Notes)
  • 15. Do More with Timeline
  • 16. Graph search New “smart” search delivers results based on Likes, connections, etc.
  • 17. Remember Mobile Users Apps you create do not show up on mobile – must send users to a unique URL
  • 18. Schedule/Target Posts Status updates can be preloaded, targeted
  • 20. Make Posts Stand Out Highlighted posts (Starred): Becomes widescreen horizontal photos work best Pinned posts (Ribbon): displayed at top of page for 7 days
  • 21. Maximize Milestones Milestones take up more real estate on page, typically a significant event in your company/organization’s history, opportunity to tell your back story
  • 22. Facebook Advertising You can promote: Page, App, Event, External Website Can target ad audience based on demographics, friends, interests, more Types of advertising: Facebook Ads: appear on right side of your screen Sponsored Stories: appear in news feed as messages from your friends about them engaging with Pages, apps or events Promoted Posts: appear high up in news feed, labeled “Sponsored”
  • 23. Photos, Photos, Photos! Photos and video are the lifeblood of Facebook As Guy Kawasaki says, “Facebook is a pictures economy” “Often I just put a picture of our sunset or property, and it gets me a few hundred Likes and 30-50 comments. A few times I’ve spent hours creating a huge post, and it doesn’t get nearly the same levels of feedback as that beach picture gets. Sometimes the easy route gets the best results.”
  • 24. Photo Sizing Cheat Sheet Image Size Cover Photo 851x351 px Profile Image 160x160 px ( but must upload 180x180) Apps 111x74 px Featured Post/Milestone 843x403 px Uploaded Photos 2048x2048 px Uploaded Timeline Photo Thumbnail 403x403 px Video Preview Thumbnail 403x226 px
  • 27. Is Pinterest old? Already 3 years old Almost 50 million users (some of them rabid!) A top 30 site in the US
  • 28. Unique/unusual/untapped uses Secret/private boards Showcase campaign results Use instead of website Use for recruiting Tell a story
  • 32. Is Google+ old? • Google+ is the baby here – will be 2 in June 2013 • 343 million users (27% considered active) • 2nd largest social platform behind Facebook
  • 33. Unique/unusual/untapped uses Blogging platform Live online events via Google+ Hangouts (even monetized, a la Glamour) Find Hangouts to join or watch (Gphangouts.com) Use hashtag streams for thought leadership Bookmarking (simply create a Circle, don’t invite anyone and save links there)
  • 37. Is YouTube old? • YouTube is 8 years old • 800 million+ monthly unique visitors • 2nd largest search engine in the world • 4 billion hours of video viewed each month
  • 38. Unique/unusual/untapped uses SEO your videos (text and onscreen) Create playlists Interact with others’ content if you don’t have new videos Research video trends going back to 2008 via Google Trends
  • 41. Is Instagram old? • Instagram will be 3 in October 2013 • 100 million monthly active users • 40 million photos per day • 8,500 likes per second • 1,000 comments per second
  • 42. Unique/unusual/untapped uses Influencer outreach Include some photos with calls to action (drive to website) Show behind the scenes action (events, manufacturing, etc) Use followers/customers as models Print Instagram photos via Snapstagram
  • 45. When to Post There is no perfect time to post Test different times of day, night and weekend Consider your audience Jan. 2013 article analyzed interaction by industry: http://www.entrepreneur.com/blog/22 5419#
  • 46. Facebook: Schedule updates via Facebook 1 to 4 p.m. result in the highest average click throughs Peak time of the week: Wednesday at 3 p.m. Less clicks on the weekends Traffic peaks mid-week, 1 to 3 p.m.; fades after 7 p.m. Twitter: Schedule tweets via Hootsuite Tweets posted early in the week in the afternoon have highest click throughs (1-3 p.m. Monday through Thursday) Less clicks at night and weekends Peak traffic times are 9 a.m. through 3 p.m., Monday through Thursday When to Post Guide from Bit.ly
  • 47. Create a Content Calendar Can include Facebook, Twitter, LinkedIn, Google+, blog, etc. Looks different based on client (Excel, Word) Use as a guide; be able to adapt accordingly – may not want to pre-load Use Facebook insights and URL shortener analytics to determine which type of content is most appealing Think beyond text to killer visuals Keep character count in mind – less can be more! Leverage other communication properties – align messaging and themes with advertising, digital, and so on

Notes de l'éditeur

  1. Do you remember when timeline came out? Just over a year ago.New user timeline rolling out now Have you seen the Facebook search?New newsfeed?
  2. Sometimes in Graph Search a page shows up that isn’t yours – could be a Community page, place. You can take steps to take ownership of it. Search is still changing.
  3. Mobile view on the left, notice you don’t see Fan Giveaways App we created. That’s why it’s important to have a unique URL to your app if you want to drive traffic to itCan see on right we drive users to woobox.com URL
  4. Geo-targeting posts, for free, is an optionSchedule your posts in advance
  5. It’s important to note that just because you post something, it doesn’t mean your fans will be seeing it. Maybe they haven’t subscribed to you. Maybe they’re not online at that time. Maybe they have a past history of ignoring your posts and not interacting with them, so FB assumes they wont care about this post and doesn’t show it. As you can see, few fans actually see your post on their newsfeed.Make sure you’re creating compelling, creative and interactive and engaging content. You want fans to interact with, comment, like your posts – the more likely you’ll then appear in their newsfeed. That’s why #1 importance is content. We have clients ask us all the time to spend time and money on refreshing the cover image, new apps, and so on – these are all great, and we use them specifically around campaigns, but if someone isnt visiting your page, they’re not going to see them Creating compelling content is what’s going to get fans to our page.SO if a few fans are visiting your page, how can you make posts stand out?
  6. Pinned- more time-sensitive
  7. Consider posting milestones in addition to ongoing posts.Company founded, significant anniversary, new legislation, new product launch, new brand rebranded
  8. To make sure your audience sees your post, create a FB advertising campaign Within Facebook advertising, there are four main things you can promote: a Page, an App or Event or an External Website. 1. Advertising a Page: Through Facebook, you can create an ad that promotes your brand’s page, such as http://www.facebook.com/HockingHillsOhio. Within this advertising option, you can select an ad to either get more Page Likes, promote a specific Page Post, or select “Advanced Options” to create/configure advanced creative and pricing options, such as CPM (cost per 1000 impressions or pay per impression) or CPC (cost per click or pay per click). From what we understand now about your interests in and themes to advertise, we would recommend using this option – Advertising a Page (the HHTA Page) and selecting “Advanced Options.” 2. Advertising an App or an Event: You can also create an ad that draws users to a specific Facebook App or Event you’ve created. Within this advertising option, you can create an ad to get more App users or Event attendance, increase Engagement (shares plus users) or create an advanced ad that lets you configure advanced creative and pricing options, such as CPM or CPC. 3. Advertising an External Website: Some Facebook Ads are created to direct users to a website outside of Facebook, such as 1800hocking.com or the newly created explorehockinghills.com. FACEBOOK ADS, SPONSORED STORIES AND PROMOTED POSTS With Facebook Ads, an advertiser creates a message to share and chooses who they want to reach. Ads can appear in the right column of pages throughout Facebook. Ads may also appear on the side of the page when viewing apps, pages, photos, groups, the home page or someone’s timeline. General Facebook Ad: Sponsored stories are paid advertisements that appear as messages from your friends about them engaging with Pages, apps or events. These are targeted to Facebook users within the audience you’ve identified who are not already connected with your page, but whose friends interact with your page (via likes, comments, postings, etc.) Sponsored Story: Promoted posts appear directly on a potential fan’s News Feed and show up higher on the page. They are labeled, “Sponsored.” Promoted posts do not appear on the right hand column of Facebook. If someone has hidden posts by your Page, they may not see your promoted post in News Feed. Promoted posts are measured by (and purchased by) impressions (CPM). Promoted Post: appear directly on a potential fan’s News Feed and show up higher on the page. They are labeled, “Sponsored.” Promoted posts do not appear on the right hand column of Facebook. If someone has hidden posts by your Page, they may not see your promoted post in News Feed. Promoted posts are measured by (and purchased by) impressions (CPM). TARGETING YOUR AUDIENCE Facebook advertising allows you to target your message to a very specific niche audience based on their demographic info, friends or other Facebook connections, family status, interests and more. Determining a detailed target audience for your advertisement as opposed to a broad group of Facebook users will ultimately generate a more qualified “like” to your page. Once you select your ad’s target audience, Facebook will provide an estimated audience size to indicate the total number of people your ad will have the opportunity to reach depending on your budget. Below is an example of what Facebook may show you after you’ve selected a target audience:
  9. Profile image must be 180x180 but shows up as 160x160
  10. Can sort to view most popular types of posts by Reach (# of people who see your post), Engaged Users (who click on a post), Talking About This (Number who created a story from your post) and Virality (percentage who created a story from your post)