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Kim Pittaway www. kimpittaway .com Twitter: @kimpittaway Thursday, January 26, 2012  The future is social: What’s your str...
What we’ll cover <ul><li>2 case studies </li></ul><ul><li>2 new social media platforms </li></ul><ul><li>5 essential steps...
case studies
“ I don’t think I got it” Patrick Walsh & Outdoor Canada
 
<ul><li>Joined in fall 2009 </li></ul><ul><li>Didn’t “get it” </li></ul><ul><li>Wasn’t until fall 2010 that he ramped up h...
“ I treat it like a game. And I want to win.”
What does winning look like? <ul><li>1,000+ followers </li></ul><ul><li>The RIGHT followers </li></ul><ul><li>A network of...
“ I look at it as a link in the chain to move people to the magazine and the website”
What did he do? <ul><li>Build a following by following </li></ul>
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul>
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Build a following by following </li></ul><ul><ul><li>Target influencers </li></ul></ul><ul><ul><li...
What did he do? <ul><li>Create connections by creating content </li></ul>
What did he do? <ul><li>Create connections by creating content </li></ul><ul><ul><li>30 best fishing spots in magazine </l...
What did he do? <ul><li>Create connections by creating content </li></ul><ul><ul><li>30 best fishing spots in magazine </l...
“ The blog post was my excuse to bug people”
 
What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul>
What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul><ul><ul><li>Twitter messages to key provincia...
What did he do? <ul><li>Tweet to be RTed--all to drive web traffic </li></ul><ul><ul><li>Twitter messages to key provincia...
What did he do? <ul><li>Created long-term “narrative” arc </li></ul><ul><ul><li>#signsoftheapocolypse2011 </li></ul></ul><...
Don’t forget to have fun
And the results? <ul><li>2 years in: Almost 2500 followers </li></ul><ul><li>Twitter is in Top 10 referrers of traffic to ...
Why do it? <ul><li>Establishes presence in wider (in Canada and beyond) fishing & hunting community </li></ul><ul><li>Enga...
“ 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 e...
“ It’s all about visibility” Lisa Murphy and  Canadian House & Home
 
What does visibility look like? <ul><li>11,000+ Facebook fans </li></ul><ul><li>Twitter: </li></ul><ul><li>Both almost dou...
But that’s not all
How did they do it? <ul><li>Building a following by following </li></ul>
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Building a following by following </li></ul><ul><ul><li>RT strategically: influential people i...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul>
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Don’t get mad, get smart </li></ul><ul><ul><li>Bloggers who link to CH&H material or lift thei...
How did they do it? <ul><li>Monitor your competitors </li></ul>
How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul>
How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul><ul><ul><li>Facebook ...
How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul><ul><ul><li>Facebook ...
How did they do it? <ul><li>Monitor your competitors </li></ul><ul><li>Monitor your impact </li></ul><ul><ul><li>Facebook ...
And the result is… <ul><li>Aside from search engines, Facebook, contest sites, Twitter and Pinterest are top traffic refer...
Promotion, promotion, promotion Plus special contests and offers specific to  Facebook and Twitter
“ When we do our next site redesign, we’ll boost the visibility of Twitter and Facebook on our homepage.”
Case study bonus round <ul><li>This Magazine Groupon offer: 260 new subs. But only 17 renewals (6%)--well below usual 35% ...
2 new social media platforms
My favourite acronym: YAFSMN <ul><li>How do you know what the next hot social media network will be? </li></ul>
My favourite acronym: YAFSMN <ul><li>How do you know what the next hot social media network will be? </li></ul><ul><li>You...
But… <ul><li>Watching the buzz on Mashable.com, Techcrunch.com, Thenextweb.com, Readwriteweb.com and others will help you ...
Pinterest and Google+
Pinterest
Pinterest <ul><li>A “virtual pinboard”: Lets users organize and share images from the web, browse pinboards of others, fol...
How big is it? <ul><li>Launched in 2010; still “Invite only” mode; recently got $37 million in funding </li></ul><ul><li>I...
How are magazines using it? <ul><li>Create an account and start pinning </li></ul><ul><li>Followers find you and “repin” y...
Who’s on it?
Why be on it? <ul><li>Real Simple got more traffic from Pinterest in October than any other social media source </li></ul>...
Why be on it? <ul><li>Another place to connect with fans and industry professionals (depending on niche). Chance to thank ...
Google+
Google+ <ul><li>A social network operated by Google </li></ul><ul><li>Launched June 28, 2011 </li></ul><ul><li>Built aroun...
Google+ <ul><li>Why a game-changer? </li></ul><ul><ul><li>Influences search: Google+ posts set “public” rank well in Googl...
How are brands using it? <ul><li>Create an account and start posting </li></ul><ul><li>Michael Dell spends time in Hangout...
Who’s on it?
Why be on it? <ul><li>Total US visits in Dec: 49 million+, up 55% from Nov </li></ul><ul><li>Analysts say site is at 62 mi...
Why be on it? <ul><li>Boost search </li></ul><ul><li>Connect with users </li></ul><ul><li>Target specific content to speci...
5 essential steps
1. Listen <ul><li>Where are your readers already congregating? </li></ul>
1. Listen <ul><li>* Use free tools to set up searches to see what people are saying about you and the topics important to ...
2. Connect <ul><li>Who are you trying to reach? </li></ul>
2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Is there a platform that aligns particularly well with y...
2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Is there a platform that aligns particularly well with y...
2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Is there a platform that aligns particularly well with y...
2. Connect <ul><li>Who are you trying to reach? </li></ul><ul><li>Is there a platform that aligns particularly well with y...
2. Connect <ul><li>Connect with interested users </li></ul>
2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Keyword searches </li></ul></ul><ul><ul><li>Followe...
2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Keyword searches </li></ul></ul><ul><ul><li>Followe...
2. Connect <ul><li>Connect with interested users </li></ul><ul><ul><li>Keyword searches </li></ul></ul><ul><ul><li>Followe...
3. Share <ul><li>Share real insight, real information </li></ul>
3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul>
3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul>...
3. Share <ul><li>Share real insight, real information </li></ul><ul><li>Be real: human personality is essential </li></ul>...
3. Share <ul><li>Tolerate positive & negative comments </li></ul>
4. Ask <ul><li>People like to be asked for advice </li></ul>
4. Ask <ul><li>People like to be asked for advice </li></ul><ul><li>Test covers, test content, get story ideas, story cont...
5. Respond <ul><li>Respond to specific requests & complaints </li></ul>
5. Respond <ul><li>Respond to specific requests & complaints </li></ul><ul><ul><li>Have guidelines in place for who respon...
5. Respond <ul><li>Respond to specific requests & complaints </li></ul><ul><ul><li>Have guidelines in place for who respon...
8 key questions
1. What should you post? <ul><li>Be informative.  </li></ul>
1. What should you post? <ul><li>Create online traditions </li></ul><ul><ul><li>Shared traditions foster community </li></...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul>
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>It’s a 2-way conversation, not a 1-way broadcast </li></ul><ul><ul><li>Solicit input, ...
2. How should you interact? <ul><li>Conversation yes, but… </li></ul>Source: danzarrella.com, Jan 11, 2012, sample size 10...
3. What is most likely to get shared?
3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul>
3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul><ul><ul><li>Wow! Cool! Positive emotion dri...
3. What is most likely to get shared? <ul><li>Emotion = distribution </li></ul><ul><ul><li>Wow! Cool! Positive emotion dri...
3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6....
3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets RTed avg 6....
3. What is most likely to be shared? <ul><li>Anatoliy Gruzd @ Dal: 46,000 tweets during VanOc. Positive tweets Rted avg 6....
3. What is most likely to be shared? <ul><li>Links get RT’ed more than comments or replies </li></ul>Source: danzarrella.c...
4. When should you share? <ul><li>Time of day matters. </li></ul>Source: http://blog.kissmetrics.com/science-of-social-tim...
4. When should you share? <ul><li>Time of day matters. </li></ul>Source: http://blog.kissmetrics.com/science-of-social-tim...
5. Why do people quit you?
5. Why do people quit you? <ul><li>Other studies have shown that more than 90% of quitters do so because of too frequent, ...
6. How can you manage this? <ul><li>Use the right tools </li></ul><ul><ul><li>Hootsuite, Tweetdeck, Seesmic & others </li>...
6. How can you manage this? <ul><li>Monitor and manage staff time </li></ul><ul><ul><li>Routines help </li></ul></ul><ul><...
6. How can you manage this? <ul><li>Stay on top of the rules of engagement </li></ul><ul><ul><li>Mashable.com </li></ul></...
7. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><...
7. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><...
7. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><...
7. What social media should you focus on? <ul><li>Facebook: Smaller numbers, tougher to grow, more organic </li></ul><ul><...
7. What social media should you focus on? <ul><li>Postling: Average link on Twitter got 117 clicks, while average link to ...
7. What social media should you focus on? <ul><li>Facebook is your inner circle, most committed  </li></ul><ul><li>Twitter...
8. What about the others? <ul><li>Remember YAFSMN? </li></ul><ul><li>But do keep an eye out for social media opportunities...
1 mega-question
What is the ROI? <ul><li>Only 12% of companies surveyed feel their orgs use SM effectively   (Harvard Business Review Anal...
What is the ROI?
Small tangent…
You need to be in the 13% who are “very effective” measurers
What’s the R in your ROI?
What’s the I in your ROI?
You can’t track what you haven’t measured
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul>
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your k...
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your k...
You can’t track what you haven’t measured <ul><li>Establish your baseline metrics </li></ul><ul><li>Track and chart your k...
And a bunch o’ resources
Find… <ul><li>This presentation at  www.slideshare.net/KimPittaway </li></ul><ul><li>The links (and other articles) at  ww...
Questions?
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The Future is Social: What's Your Strategy?

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Transcript of "The Future is Social: What's Your Strategy?"

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