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Silverback Social Presented by Chris Dessi during Social Week Gives Back in association with The Pivot Conference

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The City of New York, The Tomorrow Project, Silverback Social and Vanguarde Consulting Group proudly welcome small business owners to a series of 5 half-day seminars focused on educating small …

The City of New York, The Tomorrow Project, Silverback Social and Vanguarde Consulting Group proudly welcome small business owners to a series of 5 half-day seminars focused on educating small businesses on the fundamentals of social marketing success. These hands-on seminars gave small businesses the tools to get up and running effectively in social marketing and to promote the value of social marketing for small businesses as a whole.

This presentation was given by Chris Dessi, CEO of Silverback Social on each of the five days. Please feel free to download and share this content. All I ask is that you use Silverback Social and Chris Dessi as the source.

All images and statistics are sourced in the presentation, and include a white paper from Buddy Media and statistics provided by FactBrowser.com. Images were provided by Shutterstock.com. Details were shared via a TED Talk give by Clay Shirky and imagery created by Bill Cheswick.

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  • Introduction – you will learn 3 things about social media – 3 things about facebook and 3 things about twitter
  • Four events in the past 500 yrs can be considered revolutionary – 1. Printing press ONE TO MANY2. Telegraph, telephone – ONE TO ONE3.recorded media photos, sound, movies – 4.radio and television SBill Cheswick and Steven North at AT&T Labs ResearchGROUPS AND CONVERSATIONS AT THE SAME TIME - INTERNET BECOMES THE MODE OF ALL OTHER MEDIA
  • Four events in the past 500 yrs can be considered revolutionary – 1. Printing press 2. Telegraph, telephone3.recorded media photos, sound, movies 4.radio and televisionBill Cheswick and Steven North at AT&T Labs ResearchGROUPS AND CONVERSATIONS AT THE SAME TIME - INTERNET BECOMES THE MODE OF ALL OTHER MEDIA
  • Four events in the past 500 yrs can be considered revolutionary – 1. Printing press 2. Telegraph, telephone3.recorded media photos, sound, movies 4.radio and televisionBill Cheswick and Steven North at AT&T Labs ResearchGROUPS AND CONVERSATIONS AT THE SAME TIME - INTERNET BECOMES THE MODE OF ALL OTHER MEDIA
  • YOU HAVE TO GO WHERE YOUR CUSTOMERS ARE!!! MARKET to and THROUGH your happy customer! FLIP THE FUNNEL
  • United Breaks Guitars
  • Alexis Ohanian: Mr. Splashy Pants:Reddit – Social News Website – Greenpiece – Humpback Whales – Japanese Gov – Tracking chip – Thoughtful names –79% of the votes, next highest 3% - entire marketing campaign around it. Japanese Gov called off the whaling. LEVEL PLAYING FIELD COSTS NOTHING BE GENUINE- It’s ok to lose control
  • TEXTURE
  • Called the biggestredesign in Facebook’s history, Timeline adds a customizable cover photo and presents a summary of a brand’s history from 1800 onwards, using an algorithm to highlight events that are deemed most significant. Timeline gives brands greater control of their profile and allows them to tell a well-orchestrated story.
  • Call to action Bliss New Norm
  • Bradns that posted outside of business hours had 20% higher engagement rates (Source Buddy Media)_
  • Different dates for different industries…
  • Behind the scenes
  • ONLY USE THE HASH TAG TWICE
  • WHAT IMAGE??
  • WHEN IMAGE?
  • Position yourself as a resource – users will come back to you for information – WHOLE FOODS
  • WHY IMAGE?
  • IDEAS CONCEPTS EMOTION
  • QUOTE FROM BOOK _ LET IT SWELL BEHIND YOU.

Transcript

  • 1. • Presented by,• Chris Dessi
  • 2. 1. EVERYTHING HAS CHANGED2. EVOLVE OR DIE3. STOP PUSHING, START LISTENING
  • 3. EVERYTHING HAS CHANGED
  • 4. 6
  • 5. 7
  • 6. 8
  • 7. Less than 20% of small & medium- sized businesswebsites have a linkto a Facebook page & fewer have links to Twitter and LinkedIn – BIAL/KELSEY
  • 8. Evolve or Die
  • 9. It’s notall aboutyou, bro. 14
  • 10. 57% want to Globally,receive a 46% of thosediscount or with onlinepromotion access use– Mashable social media to help make purchase decisions - Nielson
  • 11. STOP PUSHING START LISTENING 16
  • 12. 12.2 MILLION VIEWS
  • 13. 1. EVERYTHING HAS CHANGED2. EVOLVE OR DIE3. STOP PUSHING, START LISTENING
  • 14. 53% of social 87% of Facebook media users like a brand on marketers don’t Facebook – LAB42 measure their success – Awareness NetworksThe Average age ofFacebook users is Facebook now40.5 years of age - has 1 billionPINGDOM users who are “actively” spending time with the site – Mark Zuckerberg
  • 15. Holy shit .
  • 16. COVERIMAGE
  • 17. TIMELINE
  • 18. TACTICS
  • 19. OutsideBusinessHours
  • 20. Don’t overlookthe weekend
  • 21. Posts that end in a question have 15% higher engagement – Buddy Media
  • 22. WhereWhen Should Would How Who What
  • 23. Event Winner LikeTake Submit Offer Post Comment Tell Us
  • 24. The Twitteraverage generatesage of 200 MillionTwitter User tweets &is 37.3 1.6 Billionyears of searchage – PINGDOM queries per day -YESMAIL
  • 25. Holy shit … again .
  • 26. Tweets containing less than 100characters receive 17% higherengagement than longer Tweets(Source: Buddy Media)
  • 27. Tweets with one or two hashtagsreceive 21% higher engagement thanthose with three or more hashtags
  • 28. Twitter nowhas morethan 500Maccounts,with 141.8Min the US- SEMIOCAST
  • 29. S-p-e-l-l it out Add images Add Links<100 characters
  • 30. 8am- 7pm Short Should I Use? 1-5 Tweets per Day
  • 31. “You can’t stop the waves, butyou can learn to surf.” JonKabat-Zinn
  • 32. Accomplish the great taskby a series of small acts. - Tao DeChing
  • 33. AMBIENT AWARENESS
  • 34. AMBIENT AWARENESS
  • 35. Thank You! Chris Dessi CEOchrisdessi@silverbacksocial.com @cdessi
  • 36. Sources• Buddy Media – White Paper• Shutterstock