Author and developer Deltina Hay presents on how to build a solid foundation in the Social Web at the American Advertising Federation-Central Texas Summer Seminar. From an overview of the tools, to choosing the tools, to optimizing/integrating the tools, to creating a strategy and plan, Deltina covers a lot of ground in this presentation...

1. Building a solid foundation in the Social Web... A seminar for AAF – Central Texas Copyright 2010, Deltina Hay

2. With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbWebSolutions.com... Author of The Social Media Survival Guide (found or requested anywhere books are sold) [email_address] @deltina

4. Why you should care...

5. How to use the Social Web

6. Creating a social media strategy and plan

7. Integrating and optimizing the tools

8. Integrating your Social Web presence

9. Developing Guidelines and Policies

11. Interact

15. Social Networking (Facebook, LinkedIn)

16. Micro-blogging (Twitter)

17. Geo-Tracking (FourSquare/Gowalla)

18. Media Sharing Communities (Flickr/YouTube/Slideshare/Scribd)

19. Social Bookmarking & Crowd-Sourcing (delicious, digg)

20. Social Media News Releases and Newsrooms

21. Social calendars and event sites (upcoming, eventbrite)

22. Social Pages (Netvibes, Squidoo, Hubpages)

23. Hybrid Sites (Tumblr, FriendFeed, Posterous)

25. Spending for digital advertising this year will be more than $25 billion and surpass print advertising spending

26. Lenovo has experienced a 20% reduction in activity to their call center since they launched their community website for customers

27. Blendtec quintupled sales with its “Will it Blend” series on YouTube

28. Naked Pizza set a one-day sales record using social media: 68% of their sales came via twitter and 85% of their new customers

29. Software company Genius.com reports 24% of social media leads convert to sales opportunities

31. 37% of Generation Y heard about the Ford Fiesta via social media BEFORE its launch in the US and currently 25% of Ford’s marketing budget is spent on digital/social media

32. 71% of companies plan to increase investments in social media by an average of 40%

33. A recent Wetpaint/Altimeter Group study found companies that widely engage in social media surpass their peers in both revenue and profit

34. (From: http://www.deminghill.com/blog/corporate-social-media/why-executives-hate-social-media/ . Sources for Statistics: meyersreport.com lenovosocial.com George Wright Blendtec Mashable.com econsultancy.com businessweek.com)

37. Driving traffic through SEO is not enough, need to increase your reach...

40. Spamming

41. Having one-sided conversations

42. Being Inauthentic

43. Misrepresenting yourself

44. Trying to be too clever...

45. Think beyond the present campaign – once you have the following, how will you engage them and make them long-term advocates?

46. It starts with a solid foundation...

48. Define your overall target audience

49. Define your goals, and establish baselines

50. Outline your objectives

51. Create and implement a Social Media Plan

52. Develop procedures and guidelines

54. Define target audience, objectives, and tactics for each tool

55. Gather and prepare existing content

56. Implement and Optimize the tools

57. Integrate the tools

58. Include optimizing and integrating existing Website

59. Establish a plan for evaluating what is working and measuring success

60. Include phases

62. Facebook presence

63. LinkedIn profile

64. Twitter account

65. Flickr account

66. YouTube account

70. Short and long descriptions of organization

71. Images and video clips with tags, descriptions, and file names

72. Other existing content: static Website content, white papers, brochures, previous ads, etc.

75. A “simple” way to subscribe to information

76. New entries are “fed” to subscribers automatically

77. Think of it as a steady stream or flow of information...

80. Typepad.com

81. Blogger.com

84. Use a good search engine optimization plugin

85. Add to many blog directories like Technorati

86. Make it easy for others to subscribe and share...

87. Blog Subscription Options

88. AddtoAny Service... subscription options

89. AddtoAny Service... sharing options

90. Subscribing to a Blog via Email

91. Subscribing to a Blog via Feed Readers

92. Make it easy to share every post...

94. Follow submission guidelines

95. Complete profiles completely

96. Join or start groups

97. Use key terms in your profiles and posts

98. Use applications to enhance your presence

99. Know the difference between a Facebook Profile and a Facebook Page...

100. A Facebook Page is for Your Business or Organization

101. A Facebook Profile is for You

102. An Optimized Profile (LinkedIn)

103. An Optimized Profile (LinkedIn)

104. An Optimized Profile (LinkedIn)

106. As a social network: used to interact in real-time

107. Organizations and individuals gain “followers”

108. Great for promoting products, services, and events

110. Optimize Tweets by preceding key terms with hashtags, and using direct URLs when possible (not shortened, so your website is listed)

111. Retweet influential people only when relevant

112. Start Twitter lists that include key terms, and make them public

113. Add your account to Twitter Search and other Twitter directories

114. Create a custom background that includes branding. Twitbacks.com is a good option.

115. Twitter Profile with branded background

117. Tweetmeme is a way to find interesting Tweets and retweet them on the spot

118. TwitterSearch can help you find people to follow based on search terms

119. TwitterFeed is another way to link your blog posts with Twitter and other accounts

120. Klout is a tool for measuring your effectiveness/influence

121. Twittercounter can help you see your growth over time as well as find new followers

124. Descriptions

125. Tags

126. Meta information

128. Dalton Publishing's Flickr Account

129. Yahoo! Search on “bookpeople”

130. Dalton Publishing's YouTube Playlists

133. Widgets & Badges

135. HootSuite

136. Integrating with RSS Feeds

137. Integrated Facebook Profile

138. Integrating with Widgets & Badges

139. Integrating with Applications

140. Integrating with Plugins

141. Creating an Integration Plan Want to create a plan that will streamline the following tasks: 1. Distributing our RSS feed 2. Updating our short status updates (including Twitter) 3. Distributing our images 4. Distributing our video clips The goal is to try and only enter content one time and in one place...so we create a map for each...

143. Facebook presence

144. LinkedIn profile

145. Twitter account

146. Flickr account

147. YouTube account

148. Integration Map Distributing Blog/RSS feed:

149. Integration Map Updating status updates and Twitter posts (this should be done IN ADDITION TO regular entries to each site):

150. Integration Map Distributing Images:

151. Integration Map Distributing Video:

153. Integrate & optimize new tools carefully

154. Keep abreast of new features in existing tools

155. Only you know what is working best for your organization...

156. Base success on original goals and baselines

159. Google Analytics

161. Radian 6

162. JittterJam

164. In addition to the usual “dos and don'ts,” include guidelines for interacting properly on the Web, and proper “Netiquette”

165. Offer lessons in digital ethics, social media engagement, and reflective listening

166. Clearly define delegations and responsibilities

167. Include any regulatory guidelines relevant to your company or client's use of social media or advertising in general

168. Include privacy and security guidelines

170. Interacting

171. Collaborating

172. (in a Transparent and Authentic way)

173. To attend Webinars hosted by author Deltina Hay visit: http://www.socialmediapower.com/webinars Please check out our new service: http://plumbwebsolutions.com You can find out more about Deltina and about her availability for speaking engagements at: http://www.deltina.com