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CHEF: Social Media Bootcamp
 

CHEF: Social Media Bootcamp

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  • Know your AudienceFacebook: The Grandaddy of them allTwitter: Elite strata users, ALL journalistsReddit: What we not so politely call a hive mind, self policedDigg: Lesser Reddit
  • This is Jonah Pere
  • FUNNEL: 25% of our traffic comes in from Twitter and Facebook. Facebook edges out Twitter
  • FUNNEL: 25% of our traffic comes in from Twitter and Facebook. Facebook edges out Twitter
  • FUNNEL: 25% of our traffic comes in from Twitter and Facebook. Facebook edges out Twitter
  • FUNNEL: 25% of our traffic comes in from Twitter and Facebook. Facebook edges out Twitter
  • Very important to keep consistent. Same with Twitter Handle
  • Most frequent types
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CHEF: Social Media Bootcamp CHEF: Social Media Bootcamp Presentation Transcript

  • SOCIAL MEDIA BOOTCAMP
  • IN THE BEGINNING
  • IN THE BEGINNING • Publicize URL
  • IN THE BEGINNING • Publicize URL • Listed in directories
  • IN THE BEGINNING • Publicize URL • Listed in directories • Write SEO content
  • IN THE BEGINNING • Publicize URL • Listed in directories • Write SEO content • Paid search results on search engines
  • IN THE BEGINNING • Publicize URL • Listed in directories • Write SEO content • Paid search results on search engines • Banner ads
  • ENTER: BLOGS
  • BLOGS • Could replace main site, or supplement
  • BLOGS • Could replace main site, or supplement • Site marketing techniques still apply
  • BLOGS • Could replace main site, or supplement • Site marketing techniques still apply • *Improved reach via RSS feeds
  • BLOGS • Could replace main site, or supplement • Site marketing techniques still apply • *Improved reach via RSS feeds • *More interaction via comments
  • BLOGS • Could replace main site, or supplement • Site marketing techniques still apply • *Improved reach via RSS feeds • *More interaction via comments • *Authenticity of voice, author identity
  • ENTER: SOCIAL MEDIA
  • MEET JONAH PERETTI ON CHARLIE ROSE APRIL 19, 2012
  • C0-FOUNDER of HUFFPO
  • FOUNDER OF BUZZFEED
  • EVOLUTION OF ONLINE BEHAVIORPORTAL ERA
  • EVOLUTION OF ONLINE BEHAVIORPORTAL ERA SEARCH ERA
  • EVOLUTION OF ONLINE BEHAVIORPORTAL ERA SOCIAL ERA SEARCH ERA
  • SOCIAL ERA • Social has become the new starting point
  • SOCIAL ERA • Social has become the new starting point • Shift from Google world view where everything is about Keywords and Info, dependent on SEARCH
  • SOCIAL ERA • Social has become the new starting point • Shift from Google world view where everything is about Keywords and Info, dependent on SEARCH • Shift to Facebook worldview, about emotion, human interaction, sharing.
  • HUFFPO: SEARCH, SEO
  • BUZZFEED: LOL, WTF
  • UPWORTHY!
  • THE BIG TWO
  • SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment
  • SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment • Become member of a community
  • SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment • Become member of a community • *Creating a funnel (up to 25% traffic and growing)
  • SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment • Become member of a community • *Creating a funnel (up to 25% traffic and growing) • *Possibility for content to go Viral
  • TWITTER • Microblog (140 Characters) links, hashtags, etc.
  • TWITTER • Microblog (140 Characters) links, hashtags, etc. • Simple & Public
  • TWITTER • Microblog (140 Characters) links, hashtags, etc. • Simple & Public • Broadcast from one-to- many
  • TWITTER • Microblog (140 Characters) links, hashtags, etc. • Simple & Public • Broadcast from one-to- many • Viral Potential (ReTweet)
  • YOUR PROFILE
  • TWITTER PROFILE
  • TWITTER PROFILE
  • TWEETING
  • TWEETS• One rule to follow which is difficult to break with 140 character limit
  • TWEETS• One rule to follow which is difficult to break with 140 character limit• Keep it simple!
  • SAMPLE TWEETS CONTENT TWEET:
  • SAMPLE TWEETS TARGETED TWEET:
  • WHEN, HOW MUCH?
  • WHEN TO TWEET? STUDY BY: DAN ZARELLA
  • TWEET HOW OFTEN?
  • WHAT DAY OF THE WEEK?
  • WHAT TIME OF THE DAY?
  • TAKEAWAYS• Best time to tweet Noon – 6 PM
  • TAKEAWAYS• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4
  • TAKEAWAYS• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4• Best day to tweet midweek and weekends
  • WHO TO FOLLOW
  • FOLLOWING • ID your target audience
  • FOLLOWING • ID your target audience – Rarefied, elite strata, especially journos and policy maker staff
  • FOLLOWING • ID your target audience – Rarefied, elite strata, especially journos and policy maker staff – LESSON: PEOPLE ON TWITTER CHECK THEIR TWITTER MORE FREQUENTLY THAN EMAIL
  • FOLLOWING • ID your target audience – Rarefied, elite strata, especially journos and policy maker staff • LESSON: PEOPLE ON TWITTER CHECK THEIR TWITTER MORE FREQUENTLY THAN EMAIL • Start Following!
  • FOLLOWING • How many ppl you can follow depends on how many followers you have • 2,000 is the limit, unless you have a good following • Technically unable to follow more than 1,000 a day • Key is not to be spammy
  • FOLLOWING JOURNOS
  • FOLLOWING JOURNOS
  • FOLLOWING JOURNOS
  • FOLLOWING JOURNOS
  • FOLLOWING JOURNOS• List building: you can only have up to 20 Lists
  • FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold
  • FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold – Targeted tweeting as above
  • FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold – Targeted tweeting as above – Direct Messaging. You can check your Twitter account for recent followers. If a journalist followed you back, which happens often, you can DM them immediately. Again, journos are much more responsive on Twitter than email.
  • FACEBOOK IS KING
  • FACEBOOK IS KING • Varied content (links, videos, images, u pdates)
  • FACEBOOK IS KING • Varied content (links, videos, images, u pdates) • Distinct Pages for biz or orgs
  • FACEBOOK IS KING • Varied content (links, videos, images, u pdates) • Distinct Pages for biz or orgs • EVERYONE YOU KNOW IS THERE
  • FACEBOOK PAGE
  • FACEBOOK PAGE
  • FACEBOOK PAGE
  • FACEBOOK PAGE
  • FACEBOOK PAGE
  • FACEBOOK PAGE
  • FACEBOOK PAGE
  • PAGE BUILDING TIPS• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.
  • PAGE BUILDING TIPS• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.• Profile photo is the extension of your brand and should stay the same. This will be the image that appears in your followers’ timelines next to your posts.
  • PAGE BUILDING TIPS• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.• Profile photo is the extension of your brand and should stay the same. This will be the image that appears in your followers’ timelines next to your posts.• Include as many links as possible to your site in your About Us section.
  • PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.
  • PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.• Building out your timeline doesn’t have to be limited to organizational milestones, these can be other historical events that are relevant to your work. (e.g. Citizens United ruling).
  • PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.• Building out your timeline doesn’t have to be limited to organizational milestones, these can be other historical events that are relevant to your work. (e.g. Citizens United ruling).• Add other pages, allies to your Page Favorites.
  • POSTING TIPS
  • HOW NOT TO POST
  • HOW NOT TO POST
  • HOW NOT TO POST
  • HOW NOT TO POST
  • HOW NOT TO POST
  • HOW TO POST BETTER
  • HOW TO POST BETTER
  • HOW TO POST BETTER
  • HOW TO POST BETTER
  • WHEN, HOW MUCH?
  • WHAT DAY TO POST? STUDY BY: DAN ZARELLA
  • WHAT TIME TO POST? STUDY BY: DAN ZARELLA
  • HOW MANY POSTS PER DAY? STUDY BY: DAN ZARELLA
  • TAKEAWAYS• Best day to post? Saturday
  • TAKEAWAYS• Best day to post? Saturday• Best time to post? Noon to 7
  • TAKEAWAYS• Best day to post? Saturday• Best time to post? Noon to 7• Posts per day? 1
  • SOMETHING TO KEEP IN MIND STUDY BY: DAN ZARELLA
  • QUESTIONS?