Presented to the Fort Worth Initiative on 07.25.2012

1. Fort Worth Initiative
It’s All
Social Social Media
It’s All About Media
July 25, 2012
About
Social
Media @giovanni
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2. Thank You! Fort Worth Initiative
@giovanni
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3. About @giovanni Fort Worth Initiative
On one hand Giovanni is a recovering Microsoft .NET
programmer turned internet journeyman who develops online
audience growth & engagement strategies for clients in music,
media, missions, faith, film, tv, tech & causes.
On the other hand he is a professional photographer and
filmmaker who focuses on the same topics. Giovanni produces
content for GeekBeat.TV and serves as a faculty member at
Five2Media, xTrain, and Adobe TV.
And, if you’re not careful you might catch him or his work on
Troubadour, TX, a syndicated TV series airing in over 40 million
households in 140 U.S. markets each week.
@giovanni
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4. Fort Worth Initiative
Starting With The End In Mind
@giovanni
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5. Fort Worth Initiative
What are we dealing with here?
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6. Fort Worth Initiative
Do you have a plan?
@giovanni
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7. Fort Worth Initiative
Do you have a plan?
@giovanni
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8. Fort Worth Initiative
Do you have a plan?
@giovanni
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9. Fort Worth Initiative
Do you have a plan?
•Give it legs - Give ‘em something to talk about
•Lead them to a destination or a point of conversion
•What’s a Point of Conversion?
•Provide a way to engage
•Stay engaged
•Provide the means and the incentive to share
@giovanni
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10. Fort Worth Initiative
Do you have a plan?
Word of Mouth
Webinars
Direct Links
Referring Links
Podcasting Research
Forums
Comment Marketing
Online Video
Social Networks
Email
INBOUND MARKETING Media Coverage
White Papers
Q&A Sites
Bulletin Boards
Blogs
Social Bookmarking
PR Infographics
SEO
News Photo Sharing
Direct Access Traffic
@giovanni
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11. Fort Worth Initiative
Do you have a plan?
@giovanni
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12. Fort Worth Initiative
Do you have a plan?
•Differentiate
•Be Relevant
•Have a Budget
•Define Your ROI & Your ROE
•MAKE A PLAN - GOALS ARE GOOD
@giovanni
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13. Fort Worth Initiative
Do you have a plan?
•Define target audience
•Determine goals and objectives
•Develop and implement tactics to achieve goals
•Monitoring, measuring, & reporting
•Wash, rinse, & repeat
@giovanni
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14. Fort Worth Initiative
What *really* drives traffic?
@giovanni
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15. Fort Worth Initiative
How Will They Find Your Event?
1% YouTube
Facebook 3% 3%
4% Flickr
Twitter 3%
Last.fm
LinkedIn
All Others
9% Vimeo
Others
25%
68%
84%
@giovanni
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16. Fort Worth Initiative
Tools Of The Trade
Email
Facebook
Flickr
Foursquare
Google+
Tumblr
Twitter
Wordpress
YouTube
@giovanni
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17. Fort Worth Initiative
Meetups
Build Your Public Seminars
Speaking
Email List!
Tradeshows
Website Email In-Store Training
Experiences
Forms &
Advertising
Touch Delivery Client
Drivers
Documents
Points Services
Industry
Newsletters Promotions Groups On-Site
Support
Team
Blog
Press Social
Releases Networks
Comments
@giovanni
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18. Fort Worth Initiative
Tools Of The Trade
Facebook Insight
Google Analytics
Grader
HARO
HootSuite
Klout
Map My Followers
PeerIndex
YouTube Insight
@giovanni
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19. Fort Worth Initiative
Tools Of The Trade
Facebook Insight
Google Analytics
Grader
HARO
HootSuite
Klout
Map My Followers
PeerIndex
YouTube Insight
@giovanni
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20. Fort Worth Initiative
Tools Of The Trade
Facebook Insight
Google Analytics
Grader
HARO
HootSuite
Klout
Map My Followers
PeerIndex
YouTube Insight
@giovanni
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21. Section 1 Fort Worth Initiative
SEO 101: The Very Basics
@giovanni
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22. Fort Worth Initiative
click thrus | humans
keywords & phrases | humans
back links | search engines
anchor text | search engines
@giovanni
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23. Keywords Fort Worth Initiative
How
Google
Works
(Simplified)
@giovanni
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24. Keyword Research Fort Worth Initiative
https://adwords.google.com/select/KeywordToolExternal
@giovanni
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25. Keyword Research Fort Worth Initiative
@giovanni
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26. Keyword Research Fort Worth Initiative
@giovanni
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27. Using Your Keywords Fort Worth Initiative
How To Write For The Web
Write for people, not machines
Focus your message
Use the language of your audience
Use - but don’t overuse - anchor text links
Add a photo & add your key phrase at the beginnin
photo caption
@giovanni
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28. Using Your Keywords Fort Worth Initiative
The Secret Formula
Title Tag
Title of Article
H1 Tags
300 - 500 Words Per Page
3% - 5% Keyword Density
Keyword-Rich links to your page/article
@giovanni
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29. Section 2 Fort Worth Initiative
Facebook & Google+
@giovanni
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30. Social Currency Fort Worth Initiative
PR & Social Media Deal In The Same Currency
PR >WOM > Marketing > Advertising
Social Media > SEO > Email Marketing > PPC
@giovanni
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31. Social Currency Fort Worth Initiative
PR & Social Media Deal In The Same Currency
social capital = reputation = access to resources/
access to more connections = reciprocity (favors
added up) = public accomplishments = increased
levels of trust = reputation = more social capital:
wash, rinse, repeat
@giovanni
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32. Fort Worth Initiative
What Did Facebook Do Right?
@giovanni
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33. Fort Worth Initiative
What Did Facebook NOT Do Right?
@giovanni
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34. Fort Worth Initiative
So what? What are you going to do about it?
@giovanni
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35. Fort Worth Initiative
So what? What are you going to do about it?
@giovanni
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36. Fort Worth Initiative
And the crowd went wild.
@giovanni
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37. Fort Worth Initiative
Google+ Launches Public Beta 6/2011
@giovanni
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38. Fort Worth Initiative
Google+ Invites Start Pouring In
@giovanni
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39. Fort Worth Initiative
16 days
@giovanni
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40. Fort Worth Initiative
120 days
53 Million +
@giovanni
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41. Fort Worth Initiative
And then lots of them left.
@giovanni
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42. Fort Worth Initiative
one
@giovanni
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43. Audience Size Fort Worth Initiative
April, 2012
Facebook 901 Million
Google+ 240 Million
Twitter 210 Million
@giovanni
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44. Networks Compared Fort Worth Initiative
Facebook Friends Lists - Closed
@giovanni
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45. Networks Compared Fort Worth Initiative
Facebook Friends Lists - Cannot Be Optimized
@giovanni
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46. Networks Compared Fort Worth Initiative
Twitter Lists Are A Vote For People
@giovanni
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47. Networks Compared Fort Worth Initiative
Google+ Circles
@giovanni
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48. Networks Compared Fort Worth Initiative
Circles are a vote for people
Google is looking at influence.
@giovanni
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49. Networks Compared Fort Worth Initiative
Circles are a vote for people
Google is looking at authority.
@giovanni
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50. Networks Compared Fort Worth Initiative
Circles are a vote for people
Google is looking at connections.
@giovanni
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51. Networks Compared Fort Worth Initiative
Circles are a vote for people
Google is looking at memes.
@giovanni
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52. Networks Compared Fort Worth Initiative
Circles are a vote for people
Google is looking at threads.
@giovanni
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53. Networks Compared Fort Worth Initiative
Circles are a vote for people
Google is looking at __________.
@giovanni
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54. Social Media Optimization Fort Worth Initiative
Optimizing Your Google+ Profile Page
@giovanni
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55. Social Media Optimization Fort Worth Initiative
Introduction/About You and Your Gallery
@giovanni
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56. Social Media Optimization Fort Worth Initiative
Occupation/Employment
@giovanni
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57. Social Media Optimization Fort Worth Initiative
Location, Location, Location!
@giovanni
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58. Social Media Optimization Fort Worth Initiative
Get Seen!
@giovanni
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59. Social Media Optimization Fort Worth Initiative
Optimization
Let’s talk about SEO for Facebook.
@giovanni
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60. Social Media Optimization Fort Worth Initiative
Optimization
That was quick.
@giovanni
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61. Social Media Optimization Fort Worth Initiative
Optimization
...but seriously.
@giovanni
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62. Top Ten Why’s For Events Fort Worth Initiative
The Top 10 “Why’s” for
Meeting Planners
@giovanni
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63. Top Ten Why’s For Events Fort Worth Initiative
Networking opportunities
and educational content.
@giovanni
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64. Top Ten Why’s For Events Fort Worth Initiative
Enabling, participating, and
encouraging that engagement.
@giovanni
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65. Top Ten Why’s For Events Fort Worth Initiative
Driving attendance
@giovanni
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66. Top Ten Why’s For Events Fort Worth Initiative
Mobilize registered attendees to
reach out to their social networks
to invite their friends/colleagues
@giovanni
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67. Top Ten Why’s For Events Fort Worth Initiative
Target the ideal attendees based on
their interests
@giovanni
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68. Top Ten Why’s For Events Fort Worth Initiative
Allow attendees to
communicate and
collaborate before and after
the event
@giovanni
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69. Top Ten Why’s For Events Fort Worth Initiative
Speakers will be better prepared to
tailor their message to the audience
@giovanni
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70. Top Ten Why’s For Events Fort Worth Initiative
Mobile applications = feeding frenzy
@giovanni
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71. Top Ten Why’s For Events Fort Worth Initiative
Reviewers, evangelists, or
critics of events
@giovanni
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72. Top Ten Why’s For Events Fort Worth Initiative
Shape the reputation of your events
and your organization
@giovanni
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73. Social Media Optimization Fort Worth Initiative
Building Engagement
@giovanni
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74. Social Media Optimization Fort Worth Initiative
Communication Strategy
@giovanni
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75. Social Media Optimization Fort Worth Initiative
Communication Strategy
@giovanni
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76. Integrating Facebook Fort Worth Initiative
Get Your Brand!
@giovanni
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77. Integrating Facebook Fort Worth Initiative
Pages NOT Profiles
@giovanni
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78. Integrating Facebook Fort Worth Initiative
Promote Your Page Offline
@giovanni
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79. Integrating Facebook Fort Worth Initiative
Facebook Ads
“Why do you “Like” brands on Facebook?
• Brand Invitation or Ad - 75%
•Friend Inviting - 59%
•Personal Research - 49%
@giovanni
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80. Integrating Facebook Fort Worth Initiative
Facebook Ads
Design > Text & Image
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81. Integrating Facebook Fort Worth Initiative
Facebook Ads
Targeting
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82. Integrating Facebook Fort Worth Initiative
Facebook Ads
Set Daily Budget & Pricing
@giovanni
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83. Integrating Facebook Fort Worth Initiative
Facebook Ads
Review & Pay
@giovanni
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84. Section 3 Fort Worth Initiative
Twitter
@giovanni
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85. Section 3 Fort Worth Initiative
Best Practices For Twitter
Use a photo of yourself that’s
interesting
Follow people that YOU think are
interesting, not just b/c everyone
else is following them.
Mix in SOME personal information
Don’t SPAM - Bring value
Use twitter search to find others
Join the conversation! use the @ sign before another person’s name to
get their attention
Most importantly - create and build relationships
@giovanni
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86. Section 3 Fort Worth Initiative
Best Practices For Twitter
Establish twitter accounts for
specific demographics
Grow your twitter follower list
first
Populate twitter streams with
relevant content using Twitter
Feed or Ping.fm
Use innovative ways to get them
to follow and friend you on
facebook
Sweepstakes are terrific
@giovanni
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87. Section 3 Fort Worth Initiative
Twitter For Events
@giovanni
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88. Section 3 Fort Worth Initiative
What Is Twitter Good For?
@giovanni
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89. Section 3 Fort Worth Initiative
Applications
@giovanni
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90. Section 3 Fort Worth Initiative
Applications
@giovanni
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91. Section 4 Fort Worth Initiative
YouTube & Flickr
@giovanni
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92. Section 4 Fort Worth Initiative
Photos/Video
My Weapons Of Choice
@giovanni
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93. Section 4 Fort Worth Initiative
Equipment
Canon 5D
Canon 7D
Canon T2i (T3i)
Canon G12
GoPro HD
iPhone
@giovanni
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94. Section 4 Fort Worth Initiative
Before
@giovanni
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95. Section 4 Fort Worth Initiative
Before
Passion: “I have never had a job I was not passionate
about.” - Kurt Podeszwa (Camp For All), SchipulCon in
the speaker room.
If you are not passionate about what you’re doing, stop.
I’m serious.
Just stop.
@giovanni
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96. Section 4 Fort Worth Initiative
Before
Build Relationships
@giovanni
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97. Section 4 Fort Worth Initiative
We need to reset our expectations
Anyone who says social media is free doesn’t know
squat about running an effective social media campaign.
@giovanni
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98. Section 4 Fort Worth Initiative
We need to reset our expectations
FOR EXAMPLE: Building a portfolio (translated: work,
write, create, or shoot for free sometimes.)
But, DO NOT establish the value for your product/services at
$0.00. NEVER be available for anyone for free when THEY
request your time. NEVER.
@giovanni
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99. Section 4 Fort Worth Initiative
We need to reset our expectations
Easy enough (kind of) if you are doing this for your
own brand. But if you have employees or a vendor
doing this for you, it just stopped being “free”.
@giovanni
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100. Section 4 Fort Worth Initiative
Photography as a Social Tool
@giovanni
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101. Section 4 Fort Worth Initiative
Photos on Google+
@giovanni
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102. Section 4 Fort Worth Initiative
Photos on Facebook
@giovanni
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103. Section 4 Fort Worth Initiative
Photos on Pinterest
@giovanni
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104. Section 4 Fort Worth Initiative
Photos on Instagram
@giovanni
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105. Section 4 Fort Worth Initiative
iPhoto Metadata
@giovanni
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106. Section 4 Fort Worth Initiative
Aperture Metadata
@giovanni
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107. Section 4 Fort Worth Initiative
What the user sees on Google+
@giovanni
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108. Section 4 Fort Worth Initiative
What the user sees on Facebook
@giovanni
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109. Video SEO Fort Worth Initiative
How About Video?
@giovanni
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110. Video SEO Fort Worth Initiative
How About Video?
@giovanni
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111. Video SEO Fort Worth Initiative
How About Video?
@giovanni
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112. Video SEO Fort Worth Initiative
How About Video?
Video SEO Ranking Factors
-Title
-Description
-Tags
-Views
-Ratings
-Playlist Additions
-Inbound Links
-Relevance of content
-Flagging/Favorites
-Shares/Embeds
-Onsite Links
-Comments
-Age of VIdeo
-Channel Views
-Subscribers
@giovanni
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113. Almost Over Fort Worth Initiative
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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114. Almost Over Fort Worth Initiative
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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115. Almost Over Fort Worth Initiative
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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116. Almost Over Fort Worth Initiative
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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117. Almost Over Fort Worth Initiative
Put Your Money Where Your Mouth Is
This is where I have to prove that stuff works.
@giovanni
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118. Almost Over Fort Worth Initiative
Put Your Money Where Your Mouth Is
But can you repeat it?
@giovanni
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119. Almost Over Fort Worth Initiative
Put Your Money Where Your Mouth Is
But can you repeat it?
@giovanni
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120. Questions? Fort Worth Initiative
Thank You
Questions?
@giovanni
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121. Upcoming Talks Fort Worth Initiative
08.14 Integrating Social Media with Email Marketing (Gravity
Center) Plano, TX
08.15 YouTube Basics for Business (ROSMB) Dallas, TX
08.25 Social Media as the Photographer’s Game-Changer
(PhotoAct 2012) Santa Barbara, CA
09.07 DFW Social Media Summit (DallasDrupal.org) Garland, TX
09.11 YouTube and Online Video Basics for Tech Start-ups (Gravity
Center) Plano, TX
09.19 Facebook Advertising Basics for a Stellar Holiday Sales
Season (ROSMB) Dallas, TX
more dates at http://LiveLoudTX.tumblr.com @giovanni
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122. Thank You Fort Worth Initiative
Download this presentation!
http://LiveLoudTexas.com/preso
Giovanni Gallucci
giovanni@LiveLoudTexas.com
469.682.6978
http://LiveLoudTexas.com
google+: http://LiveLoudTexas.com/plus
facebook: http://www.facebook.com/LiveLoudTexas
linkedin: http://linkedin.com/in/LiveLoudTX
tumblr: http://LiveLoudTX.tumblr.com
twitter: http://twitter.com/giovanni
youtube: http://youtube.com/LiveLoudTX
@giovanni
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