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Social Media Smackdown!<br />Social MediaSmackdown!<br />Presentation by Joshua Lynsen, Social Media Manager at Chase Communications<br />Small Act Webinar, September 2011<br />

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About the Presentation<br />Your time is limited. You can’t do it all. So where do you concentrate your efforts?<br />Quick overview of the best strengths and worst weaknesses of Facebook, Twitter, YouTube, LinkedIn and Google Plus.<br />Help you decide your next moves and understand what to expect in each arena.<br />

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Special Bonus<br />An additional segment has been added regarding the marketing implications of Facebook’s recent changes.<br />We’ll briefly review changes to the newsfeed and Facebook ads, and discuss Ticker, Timeline and Open App Graphs.<br />

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Facebook: Major Plusses<br />+ World’s largest social network<br />+ Active, engaged users help spread message<br />+ Inexpensive, targetable advertising options<br />

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– Inactivity reflects poorly on brand<br />– Regular interface changes frustrate users<br />– Inscrutable news feed algorithm<br />Facebook: Major Minuses<br />

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Facebook: Smackdown Decision<br />Use it to get your message to the masses<br />Approach with clear plan, full commitment<br />Define your goals up front<br />Experiment with post timing, tone, structure<br />Don’t use it if you’ll be unresponsive to comments or uneven in approach<br />

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Twitter: Major Plusses<br />+ It’s the great equalizer<br />+ Character limits force message brevity<br />+ New promotional opportunities emerging<br />

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Twitter: Major Minuses<br />– Messages have very short shelf life<br />– Engagement opportunities are brief<br />– Truly “joining the conversation” is tough<br />

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Twitter: Smackdown Decision<br />Use it to influence the conversation<br />Listen first to understand audience, discussion<br />Offer meaningful contributions<br />A little monitoring can go a long way<br />Don’t use itto only repeat Facebook posts<br />

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YouTube: Major Plusses<br />+ World’s second largest search engine<br />+ Helps humanize your messaging<br />+ Content can be easily repurposed<br />

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YouTube: Major Minuses<br />– Content production can be time consuming<br />– Comments skew negative, should be tracked<br />– Ads are becoming more intrusive<br />

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YouTube: Smackdown Decision<br />Use itto show creativity in messaging<br />Plan videos carefully to show confidence<br />Complement other messaging with videos<br />Funny is impactful, but so is serious<br />Don’t use itfor your organization unless you’ve used it before; experiment elsewhere<br />

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LinkedIn: Major Plusses<br />+ Best opportunities to dialogue within industry<br />+ Conversations are more refined<br />+ Simultaneously boost reputation for self, org<br />

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LinkedIn: Major Minuses<br />– Not as good for organizations as individuals<br />– Limited dialogue opportunities outside groups<br />– Just 1/3 of U.S. users visit monthly (Compete)<br />

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LinkedIn: Smackdown Decision<br />Use it to boost your org “behind the scenes”<br />Know desired outcomes and who can provide<br />Establish yourself in their arenas<br />Greater “give and take” than on other sites<br />Don’t use itexpecting people to flock to you<br />

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Google Plus: Major Plusses<br />+ Hangouts are quickly becoming powerful<br />+ Circles allow for easier message targeting<br />+ Integration with other Google products<br />

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Google Plus: Major Minuses<br />– Not yet widely open to brands<br />– Traffic peaked in early July (Hitwise)<br />– Many people struggle to see value in joining<br />

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Google Plus: Smackdown Decision<br />Use itnow to prep for brand opportunities<br />Think about how to best use this “fresh start”<br />Debut with a bang to capture new eyes<br />Be consistent in voice, experimental in style<br />Don’t use itunless you’re going to take advantage of its unique offerings<br />

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Takeaway 1: Approach Each Site Differently<br />

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Takeaway 2: Goals & Audience Set Your Path<br />

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Takeaway 3: Experiment & Transfer Learnings<br />

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Special Bonus: Facebook Marketing Changes<br />Newsfeed: You can’t rely on your message being seen here now. You have to create more compelling content to draw Page visits.<br />Ticker: With so much activity happening here, the current presentation won’t be a great help to you. Don’t play to it; wait to see what’s developed to better utilize it.<br />

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Special Bonus: Facebook Marketing Changes<br />Timeline: It’s just for Profiles for now, but it’ll likely come to (or be an option for) Pages. This will help give added weight to senior orgs and yield many new apps.<br />Open Graph Apps: Lots of customization options here, including ability to integrate “Donated” and “Called Congress” verbiage.<br />

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Special Bonus: Facebook Marketing Changes<br />Facebook Ads: They’re becoming much more powerful, with ability to use Open Graph data to target people who “Donated” to a similar cause. Watch these developments closely.<br />Bottom Line: You can’t cheat any more and simply ping people with routine updates. Your brand must be as compelling as your friends.<br />

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Questions?<br />Smackdown © WWE, Inc. / Logos © respective owners / Takeaway images © stock.xchng<br />