New uses for old tools 4 18-13
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New uses for old tools 4 18-13

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New uses for "old" social media tools - presented to Columbus AMA #DigiSig in April 2013

New uses for "old" social media tools - presented to Columbus AMA #DigiSig in April 2013

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  • Do you remember when timeline came out? Just over a year ago.New user timeline rolling out now Have you seen the Facebook search?New newsfeed?
  • Sometimes in Graph Search a page shows up that isn’t yours – could be a Community page, place. You can take steps to take ownership of it. Search is still changing.
  • Mobile view on the left, notice you don’t see Fan Giveaways App we created. That’s why it’s important to have a unique URL to your app if you want to drive traffic to itCan see on right we drive users to woobox.com URL
  • Geo-targeting posts, for free, is an optionSchedule your posts in advance
  • It’s important to note that just because you post something, it doesn’t mean your fans will be seeing it. Maybe they haven’t subscribed to you. Maybe they’re not online at that time. Maybe they have a past history of ignoring your posts and not interacting with them, so FB assumes they wont care about this post and doesn’t show it. As you can see, few fans actually see your post on their newsfeed.Make sure you’re creating compelling, creative and interactive and engaging content. You want fans to interact with, comment, like your posts – the more likely you’ll then appear in their newsfeed. That’s why #1 importance is content. We have clients ask us all the time to spend time and money on refreshing the cover image, new apps, and so on – these are all great, and we use them specifically around campaigns, but if someone isnt visiting your page, they’re not going to see them Creating compelling content is what’s going to get fans to our page.SO if a few fans are visiting your page, how can you make posts stand out?
  • Pinned- more time-sensitive
  • Consider posting milestones in addition to ongoing posts.Company founded, significant anniversary, new legislation, new product launch, new brand rebranded
  • To make sure your audience sees your post, create a FB advertising campaign Within Facebook advertising, there are four main things you can promote: a Page, an App or Event or an External Website. 1. Advertising a Page: Through Facebook, you can create an ad that promotes your brand’s page, such as http://www.facebook.com/HockingHillsOhio. Within this advertising option, you can select an ad to either get more Page Likes, promote a specific Page Post, or select “Advanced Options” to create/configure advanced creative and pricing options, such as CPM (cost per 1000 impressions or pay per impression) or CPC (cost per click or pay per click). From what we understand now about your interests in and themes to advertise, we would recommend using this option – Advertising a Page (the HHTA Page) and selecting “Advanced Options.” 2. Advertising an App or an Event: You can also create an ad that draws users to a specific Facebook App or Event you’ve created. Within this advertising option, you can create an ad to get more App users or Event attendance, increase Engagement (shares plus users) or create an advanced ad that lets you configure advanced creative and pricing options, such as CPM or CPC. 3. Advertising an External Website: Some Facebook Ads are created to direct users to a website outside of Facebook, such as 1800hocking.com or the newly created explorehockinghills.com. FACEBOOK ADS, SPONSORED STORIES AND PROMOTED POSTS With Facebook Ads, an advertiser creates a message to share and chooses who they want to reach. Ads can appear in the right column of pages throughout Facebook. Ads may also appear on the side of the page when viewing apps, pages, photos, groups, the home page or someone’s timeline. General Facebook Ad: Sponsored stories are paid advertisements that appear as messages from your friends about them engaging with Pages, apps or events. These are targeted to Facebook users within the audience you’ve identified who are not already connected with your page, but whose friends interact with your page (via likes, comments, postings, etc.) Sponsored Story: Promoted posts appear directly on a potential fan’s News Feed and show up higher on the page. They are labeled, “Sponsored.” Promoted posts do not appear on the right hand column of Facebook. If someone has hidden posts by your Page, they may not see your promoted post in News Feed. Promoted posts are measured by (and purchased by) impressions (CPM). Promoted Post: appear directly on a potential fan’s News Feed and show up higher on the page. They are labeled, “Sponsored.” Promoted posts do not appear on the right hand column of Facebook. If someone has hidden posts by your Page, they may not see your promoted post in News Feed. Promoted posts are measured by (and purchased by) impressions (CPM). TARGETING YOUR AUDIENCE Facebook advertising allows you to target your message to a very specific niche audience based on their demographic info, friends or other Facebook connections, family status, interests and more. Determining a detailed target audience for your advertisement as opposed to a broad group of Facebook users will ultimately generate a more qualified “like” to your page. Once you select your ad’s target audience, Facebook will provide an estimated audience size to indicate the total number of people your ad will have the opportunity to reach depending on your budget. Below is an example of what Facebook may show you after you’ve selected a target audience:
  • Profile image must be 180x180 but shows up as 160x160
  • Can sort to view most popular types of posts by Reach (# of people who see your post), Engaged Users (who click on a post), Talking About This (Number who created a story from your post) and Virality (percentage who created a story from your post)

New uses for old tools 4 18-13 New uses for old tools 4 18-13 Presentation Transcript

  • New Uses forOld ToolsAMA #DigiSigApril 18, 2013
  • Social Media Trend #12Engagement may be queen, butcontent is still king. Nothingboosts search like social content.
  • Social Media Trend #23
  • Social Media Trend #34
  • Twitter
  • Is Twitter old?Just celebrated its 7th birthday!Now has 500 million dailytweets and 200 million activeusers
  • Unique/unusual/untapped usesHashtag streams on-screen at eventsTwitter landing pages/microsites (via Twylah). before @ to reach allTwitter partiesCrowdsourcing
  • Using HashtagsUseful in organizing and trendingUse Hashtag.org to find and track relevant tagsTo search hashtags, go to your navigation bar andenter it into the search field. Results will populatebelowSearches can be saved by clicking on the gearRecommended uses for hashtags:Find people/companies with similar interestsCreate conversations around a brand or eventCreate structured online events (Twitter Chats)Monitor topics of interest (i.e., eating local,conferences, etc.)Discover new sources and informationQuickly assess sentiment
  • Using ListsWhat is a Twitter List?Hand-selected group of Twitter users with acommon interestCreate your own lists or subscribe to listscreated by othersViewing a list will show you a stream of tweetsfrom only the users on that listBenefits of using Lists:Easily segment followersIndustry expertsMedia outlets/reportersMonitor competitorsFollow or participate in events in real time
  • Strategic Following to Grow FollowersWays to find new followers:Find handles via Twitter SearchUse Twitter’s recommendationsSee who is following/not followingyouFriendorfollowUse Twitter handle directoriesTwellowWeFollow
  • Twitter ContestsPrizes may be offered for tweeting a particular update, for following aparticular user or for posting updates with a specific hashtagA few rules to live by:Discourage the creation of multiple accountsDiscourage the same tweet repeatedlyAsk users to include an @reply to you in their update so you cansee all the entriesEncourage the use of topics relevant to the contestFull Twitter rules: https://support.twitter.com/articles/68877-guidelines-for-contests-on-twitter
  • Facebook
  • Is Facebook old?• Facebook will be 10 inFebruary 2014• Facebook stays “young” byalways changing!Timeline: March 2012New user timeline: nowGraph search: soonRolling newsfeed: now
  • Unique/unusual/untapped usesInterest ListsCover image + profile pic integrationGraph searchSchedule/target postsHighlight/pin postsReplace websiteBlog (via Notes)
  • Do More with Timeline
  • Graph searchNew “smart” search delivers results based on Likes, connections, etc.
  • Remember Mobile UsersApps you create do not show up on mobile – mustsend users to a unique URL
  • Schedule/Target PostsStatus updates can be preloaded,targeted
  • Content, Content, Content
  • Make Posts Stand OutHighlighted posts (Starred): Becomes widescreenhorizontal photos work bestPinned posts (Ribbon):displayed at top of page for 7 days
  • Maximize MilestonesMilestones take up more real estate on page, typically a significant event in yourcompany/organization’s history, opportunity to tell your back story
  • Facebook AdvertisingYou can promote: Page, App, Event, External WebsiteCan target ad audience based on demographics, friends, interests, moreTypes of advertising:Facebook Ads: appear on right side of your screenSponsored Stories: appear in news feed as messages from your friendsabout them engaging with Pages, apps or eventsPromoted Posts: appear high up in news feed, labeled “Sponsored”
  • Photos, Photos, Photos!Photos and video are the lifebloodof FacebookAs Guy Kawasaki says, “Facebookis a pictures economy”“Often I just put a picture of oursunset or property, and it gets mea few hundred Likes and 30-50comments. A few times I’ve spenthours creating a huge post, and itdoesn’t get nearly the same levelsof feedback as that beach picturegets. Sometimes the easy routegets the best results.”
  • Photo Sizing Cheat SheetImage SizeCover Photo 851x351 pxProfile Image 160x160 px ( but must upload 180x180)Apps 111x74 pxFeatured Post/Milestone 843x403 pxUploaded Photos 2048x2048 pxUploaded Timeline Photo Thumbnail 403x403 pxVideo Preview Thumbnail 403x226 px
  • Learn From Facebook Insights
  • Pinterest
  • Is Pinterest old?Already 3 years oldAlmost 50 million users (some ofthem rabid!)A top 30 site in the US
  • Unique/unusual/untapped usesSecret/private boardsShowcase campaign resultsUse instead of websiteUse for recruitingTell a story
  • Google+
  • Is Google+ old?• Google+ is the baby here –will be 2 in June 2013• 343 million users (27%considered active)• 2nd largest social platformbehind Facebook
  • Unique/unusual/untapped usesBlogging platformLive online events via Google+ Hangouts (even monetized, a la Glamour)Find Hangouts to join or watch (Gphangouts.com)Use hashtag streams for thought leadershipBookmarking (simply create a Circle, don’t invite anyone and save linksthere)
  • Virtual Photo Walkshttp://www.virtualphotowalks.org/http://www.virtualphotowalks.org
  • YouTube
  • Is YouTube old?• YouTube is 8 years old• 800 million+ monthly uniquevisitors• 2nd largest search engine inthe world• 4 billion hours of videoviewed each month
  • Unique/unusual/untapped usesSEO your videos (text and onscreen)Create playlistsInteract with others’ content if you don’t have new videosResearch video trends going back to 2008 via Google Trends
  • Instagram
  • Is Instagram old?• Instagram will be 3 inOctober 2013• 100 million monthly activeusers• 40 million photos per day• 8,500 likes per second• 1,000 comments per second
  • Unique/unusual/untapped usesInfluencer outreachInclude some photos with calls to action (drive to website)Show behind the scenes action (events, manufacturing, etc)Use followers/customers as modelsPrint Instagram photos via Snapstagram
  • Parting thoughts
  • When to PostThere is no perfect time to postTest different times of day, night andweekendConsider your audienceJan. 2013 article analyzed interaction byindustry:http://www.entrepreneur.com/blog/225419#
  • Facebook:Schedule updates via Facebook1 to 4 p.m. result in the highest average clickthroughsPeak time of the week: Wednesday at 3 p.m.Less clicks on the weekendsTraffic peaks mid-week, 1 to 3 p.m.;fades after 7 p.m.Twitter:Schedule tweets via HootsuiteTweets posted early in the week in theafternoon have highest click throughs(1-3 p.m. Monday through Thursday)Less clicks at night and weekendsPeak traffic times are 9 a.m. through 3p.m., Monday through ThursdayWhen to Post Guide from Bit.ly
  • Create a Content CalendarCan include Facebook, Twitter, LinkedIn, Google+, blog, etc.Looks different based on client (Excel, Word)Use as a guide; be able to adapt accordingly – may not want to pre-loadUse Facebook insights and URL shortener analytics to determinewhich type of content is most appealingThink beyond text to killer visualsKeep character count in mind – less can be more!Leverage other communication properties – align messaging and themeswith advertising, digital, and so on
  • Questions?Let’s connect!@LaraK @FahlgrenMortine