Everybody knows that they have to be on social media and have been hearing that for years. You're already on the big three of social media (Facebook, LinkedIn and Twitter), but what else is there to do? This seminar will cover the following topics to answer that question:
* Designing your social strategy
* Changes in social networks that have changed the way users interact with their services (for example, Facebook's Timeline)
* Other services you need to be on (YouTube, Google+ and Pinterest)
* Mobile social media
* Tips and tactics to get the most out of your time
2. Who we are – Collin Condray
17 years experience in
web development
Retail data analysis for
multi-billion dollar
companies (3M and
Tyson)
Social media marketing
Agency experience with
Collective Bias and
Saatchi X
3. Who we are – Eric Huber
25 years as a graphic
designer for both small
businesses and Fortune
500 companies
Marketing, advertising,
and graphic design for
small businesses
Award winning designer
Instructor for the New
Design School
8. Social Media Strategy Steps
1. Listen-What are your
goals?
2. People-What are your
customers ready for?
3. Objectives-What are
your goals?
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9. Social Media Strategy Steps
4. Strategy-What change do
you want your customers
to make?
5. Technology- What social
media tools should you
use?
6. Measure-More than just
the number of new
followers
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10. Organizing for Social Media
Home Base –central place
you want to interact with
people.
Outposts –where you have a
presence and participate and
promote yourself.
Passports – where you have
profile and are listening but
direct people to your
Outposts and Home Base
Source: http://www.chrisbrogan.com/a-simple-presence-framework/ 10
12. Ideally Use Self Hosted Website
Full control over look and
interaction
Select a content
management system (CMS)
that includes a blog
Major social network could
also be a candidate
depending on your audience
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13. Outposts Guide to Home Base
LinkedIn is the office
Facebook is the home
Twitter is Happy Hour
Google+ Is….?
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14. Passports for Listening
and Participation
WordPress.com
Tumblr
Yahoo
StumbleUpon
Google/Alerts/YouTube
Yelp
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15. Complete Profiles Fully
Make sure your target
keywords are in your
profile
Link back to one place,
your “home base” that
has all the detail about
you
Be real
Use a picture
Talk about your
personal life…a little
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16. Make It Easy To Share
Include a Facebook Connect
link, Call-to-Action buttons,
Share Functions, or a button
that invites people to do
business with you in a
prominent place on your
blog.
Certain plugins can create all
of these in one place.
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18. Don’t Over Post
The more posts per day,
the less engagement –
when a brand posts twice a
day, those posts only
receive 57% of the likes
and 78% of the comments
per post.
Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/
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19. Don’t Know What To Say?
Find something
interesting, link to it on
your site and comment on
it. It could be as simple as
adding “This is a great
article because ____.”
Ask people in the industry
what they’d like to know
and create content around
that.
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20. Weapons of Choice –
Text and Photos
Easiest to do
Search engines like text.
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21. Weapons of Choice - Video
The technology is in in your
hands: many cell phones do
HD level video that looks
good on YouTube
Imperfections makes it real
as well
Lots of video services but
start with YouTube
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22. Weapons of Choice - Audio
Twit.tv
Founded by Leo Laporte,
radio/TV host.
Started off with one show,
grew to many.
Various ways to have remote
participants.
Video added later.
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23. Make Connections
Exploit Strength of Weak
Ties
Tell everyone what you’re
building
Don’t be afraid to introduce
yourself to strangers
---- Strong Ties
---- Weak Ties
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30. Facebook-EdgeRank
Affinity – relationship with
object (is this person a
friend or did they just Like ∑ Affinity X
something)
Weight X
Weight-type of post (images
have the highest weight)
Time Decay
Time Decay-decreases as
content ages
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32. Twitter
API change
More restrictive to
non-Twitter developers
Move more interaction
to their site or to their
applications like
TweetDeck
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33. Twitter
Promoted Accounts
Build followers
Look for people with similar
interests and recommends
you in the “Who to Follow”
section
As little as $0.30 per follower
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34. Twitter
Promoted Tweets
Like more
traditional online
ads
Generated from your
existing Tweets
Pay Per Click model
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39. Google+ Pages
Feeds into Search, Maps,
and all other Google
properties
Link with your Home Base
Use circles to segment
messages
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40. Google+
+1 Google’s version of a
Facebook Like
Websites using Google’s +1
button get 3.5X the Google+
visits.
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41. Google+ Internal Tools
Private Sharing-limited to
those in your organization
Google Hangout now with
Google Docs
Share only to those circles
that you want
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42. YouTube
Go short or go long
Lots of options for uploading
Doesn’t necessarily have to
be of the top quality
Take advantage of the size of
the community there
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48. How It Works
Pin in the unit
Organized by Pinboards
Websites can get in on the act
using a Pin button
Members can repin other
members’ content
User vs. pinboard followers
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49. Why It’s Important
Driving traffic
Especially to visual products
Social sharing
Can post to Facebook and
Twitter when pinning an
item
Best for visual subjects such
as physical products
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50. Pinboards for Non-Visual Subjects
Your culture
Featured photos from blog
articles
Infographics and data
Book and eBook covers
Happy customers or the effects
of your work
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51. Mobile Social Media
The Facts
Half of cellphones are smart
phones
91% of mobile internet
access is for social activities,
versus just 79% on desktops
Over 1/3 of Facebook's users
access Facebook Mobile;
50% of Twitter's users use
Twitter Mobile.
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52. Social Media on Mobile
Social, local, and mobile
(“SoLoMo”)
Check in to receive a reward
Social sharing after the
check in
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53. Reasons for Higher Mobile Social
Media Engagement
60% of people say their
smartphone is always with
them
Immediate
Action
Intimate
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54. Mobile Actions
Make sure your home base is
visible on mobile
Encourage sharing
Feed the habit of visiting
your properties on mobile
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