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The Future is Social: What's Your Strategy?

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  • 1. Kim Pittaway www. kimpittaway .com Twitter: @kimpittaway Thursday, January 26, 2012 The future is social: What’s your strategy? 1:00-2:00
  • 2. What we’ll cover
    • 2 case studies
    • 2 new social media platforms
    • 5 essential steps
    • 8 key questions
    • 1 mega-question
    • And a bunch o’ resources
  • 3. case studies
  • 4. “ I don’t think I got it” Patrick Walsh & Outdoor Canada
  • 5.  
  • 6.
    • Joined in fall 2009
    • Didn’t “get it”
    • Wasn’t until fall 2010 that he ramped up his efforts
  • 7. “ I treat it like a game. And I want to win.”
  • 8. What does winning look like?
    • 1,000+ followers
    • The RIGHT followers
    • A network of connections
  • 9. “ I look at it as a link in the chain to move people to the magazine and the website”
  • 10. What did he do?
    • Build a following by following
  • 11. What did he do?
    • Build a following by following
      • Target influencers
  • 12. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
  • 13. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
      • Mine their lists and followers
  • 14. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
      • Mine their lists and followers
      • Flattery works: RT intelligently
  • 15. What did he do?
    • Build a following by following
      • Target influencers
      • Search for enthusiasts
      • Mine their lists and followers
      • Flattery works: RT intelligently
      • M and DM to ask smart questions, point them to key resources
  • 16. What did he do?
    • Create connections by creating content
  • 17. What did he do?
    • Create connections by creating content
      • 30 best fishing spots in magazine
  • 18. What did he do?
    • Create connections by creating content
      • 30 best fishing spots in magazine
      • Blog post listing locations--but pushing back to mag for details
  • 19. “ The blog post was my excuse to bug people”
  • 20.  
  • 21. What did he do?
    • Tweet to be RTed--all to drive web traffic
  • 22. What did he do?
    • Tweet to be RTed--all to drive web traffic
      • Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow
  • 23. What did he do?
    • Tweet to be RTed--all to drive web traffic
      • Twitter messages to key provincial tourism and conservation groups pointing them to the content. Why? To get them to RT--& follow
      • Links get RTed more often than comments
  • 24. What did he do?
    • Created long-term “narrative” arc
      • #signsoftheapocolypse2011
      • #signsofhope2011
    • Created unexpected event-based tweets
      • Fishing&Hunting Oscar tweets
      • Fishing&Hunting Juno tweets
  • 25. Don’t forget to have fun
  • 26. And the results?
    • 2 years in: Almost 2500 followers
    • Twitter is in Top 10 referrers of traffic to Outdoor Canada site, ranking with Bing search, Yahoo search, Facebook and OC newsletter
  • 27. Why do it?
    • Establishes presence in wider (in Canada and beyond) fishing & hunting community
    • Engages with users (note from Emma Woolley, online content director at OC: esp. great for web editors who may not be fully immersed in the magazine’s world)
    • Customer service
  • 28. “ Right now, I’m the only editorial person at OC on Twitter, but I’m encouraging the others to get on. It’s still at the encouragement rather than the enforcement stage.”
  • 29. “ It’s all about visibility” Lisa Murphy and Canadian House & Home
  • 30.  
  • 31. What does visibility look like?
    • 11,000+ Facebook fans
    • Twitter:
    • Both almost doubled since last year
  • 32. But that’s not all
  • 33. How did they do it?
    • Building a following by following
  • 34. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
  • 35. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
    • Be seen as experts with answers
  • 36. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
    • Be seen as experts with answers
      • Key word searches for décor, decorating, paint & other design keywords
  • 37. How did they do it?
    • Building a following by following
      • RT strategically: influential people in their category
    • Be seen as experts with answers
      • Key word searches for décor, decorating, paint & other design keywords
      • Spontaneously provide expert advice when someone poses a question or has a problem
  • 38. How did they do it?
    • Don’t get mad, get smart
  • 39. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
  • 40. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
      • Use Google Alerts to notify
  • 41. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
      • Use Google Alerts to notify
      • Ask for link and credit
  • 42. How did they do it?
    • Don’t get mad, get smart
      • Bloggers who link to CH&H material or lift their images
      • Use Google Alerts to notify
      • Ask for link and credit
      • Do an online gallery of, say, Design Sponge’s favourite CH&H rooms--piggyback on blogger traffic
  • 43. How did they do it?
    • Monitor your competitors
  • 44. How did they do it?
    • Monitor your competitors
    • Monitor your impact
  • 45. How did they do it?
    • Monitor your competitors
    • Monitor your impact
      • Facebook has 1/3 the followers but drives more referral traffic than Twitter
  • 46. How did they do it?
    • Monitor your competitors
    • Monitor your impact
      • Facebook has 1/3 the followers but drives more referral traffic than Twitter
      • Twitter provides connections to key influencers
  • 47. How did they do it?
    • Monitor your competitors
    • Monitor your impact
      • Facebook has 1/3 the followers but drives more referral traffic than Twitter
      • Twitter provides connections to key influencers
      • Pinterest has tapped a visually-driven female-heavy audience that is well aligned with H&H’s brand
  • 48. And the result is…
    • Aside from search engines, Facebook, contest sites, Twitter and Pinterest are top traffic referral sources for houseandhome.com and maisonetdemeure.com
    • Staffed with one dedicated social media staffer, with rest of web team contributing
  • 49. Promotion, promotion, promotion Plus special contests and offers specific to Facebook and Twitter
  • 50. “ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
  • 51. Case study bonus round
    • This Magazine Groupon offer: 260 new subs. But only 17 renewals (6%)--well below usual 35% 1st renewal average for them
  • 52. 2 new social media platforms
  • 53. My favourite acronym: YAFSMN
    • How do you know what the next hot social media network will be?
  • 54. My favourite acronym: YAFSMN
    • How do you know what the next hot social media network will be?
    • You don’t. Many are hyped. Few are chosen…
  • 55. But…
    • Watching the buzz on Mashable.com, Techcrunch.com, Thenextweb.com, Readwriteweb.com and others will help you spot the likely bets.
    • Two of them are…
  • 56. Pinterest and Google+
  • 57. Pinterest
  • 58. Pinterest
    • A “virtual pinboard”: Lets users organize and share images from the web, browse pinboards of others, follow others and “be inspired.”
    • Mission: “to connect everyone in the world through the ‘things’ they find interesting. We think that a favorite book, toy, or recipe can reveal a common link between two people. With millions of new pins added every week, Pinterest is connecting people all over the world based on shared tastes and interests.”
  • 59. How big is it?
    • Launched in 2010; still “Invite only” mode; recently got $37 million in funding
    • In the top 10 websites in the category of social networking and forums (Experian Hitwise)
    • 59% of users women aged 25-44
    • In Oct, surpassed 421 million pageviews
    • 3 million users
    • Simple, intuitive, user-friendly. Kind of cracky.
  • 60. How are magazines using it?
    • Create an account and start pinning
    • Followers find you and “repin” your stuff
  • 61. Who’s on it?
  • 62. Why be on it?
    • Real Simple got more traffic from Pinterest in October than any other social media source
    • For House&Home, traffic referrals from Pinterest now almost rival Twitter
  • 63. Why be on it?
    • Another place to connect with fans and industry professionals (depending on niche). Chance to thank & praise.
    • Another place to promote subs & contests
    • A place to discover new inspiration
    • Monitor competition
  • 64. Google+
  • 65. Google+
    • A social network operated by Google
    • Launched June 28, 2011
    • Built around “circles”
    • Hangouts--group video chat of up to 10 users
    • According to the title of NYT’s bestselling author Chris Brogan’s new book, it’s a game changer: Google+ for Business: How Google’s Social Network Changes Everything
  • 66. Google+
    • Why a game-changer?
      • Influences search: Google+ posts set “public” rank well in Google search results (Wow. Really? I wonder why…)
      • Backed by Google which is pushing it to change the way we share info online
      • They’re integrating it heavily with other Google products
      • For brands, deeper interactions than Twitter, better prospecting to find community members than Facebook because more open
      • Brogan suggests strong focus on key brand employees as “personal brands” ie Scott Monty at Ford, Jennifer Cisney at Kodak
  • 67. How are brands using it?
    • Create an account and start posting
    • Michael Dell spends time in Hangouts with real customers
    • TV stations and others have used Hangouts for on-air interviews
    • Targeting specific content to specific Circles of users
  • 68. Who’s on it?
  • 69. Why be on it?
    • Total US visits in Dec: 49 million+, up 55% from Nov
    • Analysts say site is at 62 million+ members, with 25% of those signing on in Dec 2011 alone. Some predict will hit 400 million members by end of 2012.
    • Appears to tip male in users. Also seems to tip young adult (but based on early numbers)
    • Excellent resource: Mashable.com’s “Google+:The Complete Guide”
  • 70. Why be on it?
    • Boost search
    • Connect with users
    • Target specific content to specific types of users
    • Engage directly through Hangouts
    • Monitor competition
  • 71. 5 essential steps
  • 72. 1. Listen
    • Where are your readers already congregating?
  • 73. 1. Listen
    • * Use free tools to set up searches to see what people are saying about you and the topics important to you:
      • Monitter.com
      • Tweetbeep.com
      • Google Alerts
      • Keyword searches on Twitter
  • 74. 2. Connect
    • Who are you trying to reach?
  • 75. 2. Connect
    • Who are you trying to reach?
    • Is there a platform that aligns particularly well with your audience?
  • 76. 2. Connect
    • Who are you trying to reach?
    • Is there a platform that aligns particularly well with your audience?
    • Who on your chosen platform is already reaching those folks?
  • 77. 2. Connect
    • Who are you trying to reach?
    • Is there a platform that aligns particularly well with your audience?
    • Who on your chosen platform is already reaching those folks?
    • Connect with key influencers
  • 78. 2. Connect
    • Who are you trying to reach?
    • Is there a platform that aligns particularly well with your audience?
    • Who on your chosen platform is already reaching those folks?
    • Connect with key influencers
      • Patrick and Lisa’s strategies
  • 79. 2. Connect
    • Connect with interested users
  • 80. 2. Connect
    • Connect with interested users
      • Keyword searches
      • Followers of followers
      • Competitors
  • 81. 2. Connect
    • Connect with interested users
      • Keyword searches
      • Followers of followers
      • Competitors
    • Understand the community culture
  • 82. 2. Connect
    • Connect with interested users
      • Keyword searches
      • Followers of followers
      • Competitors
    • Understand the community culture
    • If you’re not on it, you don’t get it
  • 83. 3. Share
    • Share real insight, real information
  • 84. 3. Share
    • Share real insight, real information
    • Be real: human personality is essential
  • 85. 3. Share
    • Share real insight, real information
    • Be real: human personality is essential
      • Establish internal guidelines for tone & voice
  • 86. 3. Share
    • Share real insight, real information
    • Be real: human personality is essential
      • Establish internal guidelines for tone & voice
    • Everyone wants to be an insider: Share behind the scenes stuff, advance info, sneak peeks
  • 87. 3. Share
    • Tolerate positive & negative comments
  • 88. 4. Ask
    • People like to be asked for advice
  • 89. 4. Ask
    • People like to be asked for advice
    • Test covers, test content, get story ideas, story content
  • 90. 5. Respond
    • Respond to specific requests & complaints
  • 91. 5. Respond
    • Respond to specific requests & complaints
      • Have guidelines in place for who responds to what
  • 92. 5. Respond
    • Respond to specific requests & complaints
      • Have guidelines in place for who responds to what
    • Spontaneously respond: Help out a stranger and turn them into a friend
  • 93. 8 key questions
  • 94. 1. What should you post?
    • Be informative.
  • 95. 1. What should you post?
    • Create online traditions
      • Shared traditions foster community
      • Outdoor Canada’s Oscar & Juno tweets; signs of the apocolypse/hope
  • 96. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
  • 97. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
  • 98. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
  • 99. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
      • Don’t snark or flame. Ever.
  • 100. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
      • Don’t snark or flame. Ever.
    • Have a crisis plan
  • 101. 2. How should you interact?
    • It’s a 2-way conversation, not a 1-way broadcast
      • Solicit input, respond to questions & complaints
      • Don’t be afraid to take it offline
    • It’s public, not private
      • Don’t snark or flame. Ever .
    • Have a crisis plan
      • Who watches?
      • Who is informed?
      • Who responds?
  • 102. 2. How should you interact?
    • Conversation yes, but…
    Source: danzarrella.com, Jan 11, 2012, sample size 100K tweets selected randomly
  • 103. 3. What is most likely to get shared?
  • 104. 3. What is most likely to get shared?
    • Emotion = distribution
  • 105. 3. What is most likely to get shared?
    • Emotion = distribution
      • Wow! Cool! Positive emotion drives RT more than straight information sharing
  • 106. 3. What is most likely to get shared?
    • Emotion = distribution
      • Wow! Cool! Positive emotion drives RT more than straight information sharing
      • And I can prove it…
  • 107. 3. What is most likely to be shared?
    • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
  • 108. 3. What is most likely to be shared?
    • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6.6 times, 2.6 for neg, 2.2 for neutral
    • Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement
  • 109. 3. What is most likely to be shared?
    • Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets Rted avg 6.6 times, 2.6 for neg, 2.2 for neutral
    • Facebook internal data: Major news sites--provocative or passionate stories generated 2-3 times more engagement
    • Study of NYT most emailed: Stories that inspired awe were more likely to be shared
  • 110. 3. What is most likely to be shared?
    • Links get RT’ed more than comments or replies
    Source: danzarrella.com, Jan 11, 2012, sample size 100K tweets selected randomly
  • 111. 4. When should you share?
    • Time of day matters.
    Source: http://blog.kissmetrics.com/science-of-social-timing-1/
  • 112. 4. When should you share?
    • Time of day matters.
    Source: http://blog.kissmetrics.com/science-of-social-timing-1/
  • 113. 5. Why do people quit you?
  • 114. 5. Why do people quit you?
    • Other studies have shown that more than 90% of quitters do so because of too frequent, irrelevant or boring communications
    • Consumers are more cautious about liking brands on Facebook because of being swamped by self-serving promo (ExactTarget study)
  • 115. 6. How can you manage this?
    • Use the right tools
      • Hootsuite, Tweetdeck, Seesmic & others
  • 116. 6. How can you manage this?
    • Monitor and manage staff time
      • Routines help
      • Be realistic
      • Target your engaged employees
  • 117. 6. How can you manage this?
    • Stay on top of the rules of engagement
      • Mashable.com
      • TechCrunch.com
      • ReadWriteWeb.com
      • TheNextWeb.com
  • 118. 7. What social media should you focus on?
    • Facebook: Smaller numbers, tougher to grow, more organic
      • But more engaged
  • 119. 7. What social media should you focus on?
    • Facebook: Smaller numbers, tougher to grow, more organic
      • But more engaged
    • Twitter: Bigger numbers, quicker to grow
      • But good for familiarizing
  • 120. 7. What social media should you focus on?
    • Facebook: Smaller numbers, tougher to grow, more organic
      • But more engaged
    • Twitter: Bigger numbers, quicker to grow
      • But good for familiarizing
    • Pinterest: Comparatively small but growing
      • Especially good for visually driven brands with female-heavy readership/user base
  • 121. 7. What social media should you focus on?
    • Facebook: Smaller numbers, tougher to grow, more organic
      • But more engaged
    • Twitter: Bigger numbers, quicker to grow
      • But good for familiarizing
    • Pinterest: Comparatively small but growing
      • Especially good for visually driven brands with female-heavy readership/user base
    • Google+: Google’s baby. Oh, and search
      • Could it be 2012’s big story?
  • 122. 7. What social media should you focus on?
    • Postling: Average link on Twitter got 117 clicks, while average link to Facebook got 250 clicks
  • 123. 7. What social media should you focus on?
    • Facebook is your inner circle, most committed
    • Twitter is your wider circle, less committed but still important
  • 124. 8. What about the others?
    • Remember YAFSMN?
    • But do keep an eye out for social media opportunities that could be distinctively useful or engaging for your audience
      • Challenge: barrier of getting them to join
      • Opportunity: break new ground, do something cool
  • 125. 1 mega-question
  • 126. What is the ROI?
    • Only 12% of companies surveyed feel their orgs use SM effectively (Harvard Business Review Analytic Services study)
  • 127. What is the ROI?
  • 128. Small tangent…
  • 129. You need to be in the 13% who are “very effective” measurers
  • 130. What’s the R in your ROI?
  • 131. What’s the I in your ROI?
  • 132. You can’t track what you haven’t measured
  • 133. You can’t track what you haven’t measured
    • Establish your baseline metrics
  • 134. You can’t track what you haven’t measured
    • Establish your baseline metrics
    • Track and chart your key investments and actions by date
  • 135. You can’t track what you haven’t measured
    • Establish your baseline metrics
    • Track and chart your key investments and actions by date
    • Overlay your investments and actions on your metrics
  • 136. You can’t track what you haven’t measured
    • Establish your baseline metrics
    • Track and chart your key investments and actions by date
    • Overlay your investments and actions on your metrics
    • Look for relationships
  • 137. And a bunch o’ resources
  • 138. Find…
    • This presentation at www.slideshare.net/KimPittaway
    • The links (and other articles) at www.delicious.com/kimpittaway/AMA
    • Me on Twitter @kimpittaway
    • Me on LinkedIn at www.linkedin.com/in/kimpittaway
    • My website at www.kimpittaway.com
  • 139. Questions?