collin@bluezoocreative.com
Twitter.com/ccondray
3/13/2014
Who we are – Collin Condray
 17 years experience in
web development
 Retail data analysis for
multi-billion dollar
compa...
Who we are – Eric Huber
 25 years as a graphic
designer for both small
businesses and Fortune
500 companies
 Marketing, ...
This presentation might
already be obsolete!
5
Not everything in this
presentation will apply to you!
Please Ask Questions!
7
8
Strength of Weak Ties
9
 Based on a 1973 paper by
sociologist Mark
Granovetter.
 Significant percentage of
people get th...
Strength of Weak Ties
10
 150 member is typically
the most strong ties that
can be maintained.
 The size of the tribe.
C...
Strength of Weak Ties
11
 Now with social networks,
you can maintain
“supernets” that have
more than 150 weak ties,
which...
Strength of Weak Ties
12
 There is some evidence
that sharing information
on social media networks:
 Makes you more like...
Strength of Weak Ties
13
 There is some evidence that
sharing information on
social media networks :
 Builds "social cap...
Strength of Weak Ties
14
 There is some evidence that
sharing information on
social media networks :
 Increases influenc...
Strength of Weak Ties
15
 There is some evidence that
sharing information on
social media networks :
 Makes one more att...
16
Listen
17
 Google your name, industry,
competitors, and products
 Search Facebook and
Twitter.com
 Dedicated software
Listen
18
 What are your customers
saying about you?
 Is it good or bad?
 Is there anyone already
passionate about your...
People
19
 What are your customers
ready for?
 Make sure your target
audience is ready for what
you throw at them.
Objectives
20
 What are your goals?
 Talking/broadcasting –
spread your message.
 Make an existing digital
marketing in...
Objectives
 What are your goals?
 Establishing credibility
21
Objectives
22
 What are your goals?
 Listening – better
understand your customers.
 Get insights from your
customers to...
Objectives
23
 What are your goals?
 Supporting – help your
customers support each
other.
 Effective for companies that...
Strategy
24
 What change do you want
your customers to make?
 Carry messages to others
 Engage more with your
organizat...
Technology
25
 What social media tools
should you use or build?
Measure – Soft Metrics
26
 Number of followers on
social media networks
 Number of posts, comments,
Tweets, etc.
 Key i...
Measure
27
 What are they saying?
 Are they saying good or bad
things about you? Are the good
comments increasing?
 Whe...
What Can You Do With The
Measurements?
28
 Customer service
 Correct misinformation
 Find out what the
community has an...
Reacting to Measurements
29
• Generate awareness among
customers and other
community members.
• Increase employee
awarenes...
Measure – Hard
Metric Comparisons
 Pay Per Click (PPC) =
 Cost Per Click (CPC)
 Cost Per 1000 Impressions
(CPM)
 Get c...
Measure – Hard Metrics
 Google Analytics can help
measure web goals
 Need to create custom web
addresses to share to tra...
Google Analytics
Social Reporting Tool
 Drop off rates tell
you where you
losing your visitors
32
Google Analytics
Social Reporting Tool
 How does social media
affect goals
 Which networks drive
traffic
 Where people ...
34
Organizing for Social Media
 Home Base –central place
you want to interact with
people.
 Outposts –where you have a
pres...
Pick Your Home Base
36
Ideally Use Self Hosted Website
 Full control
 Include a blog
37
Set Up Outposts
 LinkedIn is the office
 Facebook is the home
 Twitter is Happy Hour
 Google+ Is….?
38
Set Up Passports
 WordPress.com
 Tumblr
 Yahoo
 StumbleUpon
 Google/YouTube
 Yelp
39
Overlapping Followers
40
Facebook
Twitter
LinkedIn
Google+
Complete Profiles Fully
41
http://unbounce.com/social-media/create-click-worthy-social-media-profiles/
Complete Profiles Fully
 Make sure your target
keywords are in your
profile
 Avoid Buzzwords
42
Complete Profiles Fully
 Link back to one place,
your “home base” that
has all the detail about
you
 Be real
 Use a pic...
Make It Easy To Share
 Include a Facebook Connect
link, Call-to-Action buttons,
Share Functions, or a button
that invites...
Post Consistently
 Post at least weekly, daily is
preferred.
 Ask people in the industry
what they’d like to know and
cr...
Weapons of Choice –
Text and Photos
 Easiest to do
 Search engines like text.
46
Weapons of Choice - Video
 The technology is in in your
hands: many cell phones do
HD level video that looks
good on YouT...
Don’t Know What To Say?
 Find something
interesting, link to it on
your site and comment on
it. It could be as simple as
...
Connecting With People You
Already Know
 Start with
 Friends
 Family
 Current customers
 Industry leaders
 Potential...
Connecting With Others
 Use Twitter search to find as
many people as possible
talking about your topic, and
communicate w...
Make Connections
 Tell everyone what you’re
building
 Exploit Strength of Weak
Ties
 Crowdsource questions
about your n...
Posts per day
 The more Facebook posts
per day, the less
engagement – when a
brand posts twice a day,
those posts only re...
53
54
Becoming More Mobile Oriented
 Paper
 WhatsApp
55
Tagging From Brand Pages
56
Direct Replies to Reviews
57
More Video Being Watched
58
Trending
59
Facebook EdgeRank
 Affinity – relationship with
object (is this person a
friend or did they just Like
something)
 Weight...
Facebook-EdgeRank
 EdgeRank determines where
your posts show up in the
Facebook News Feed
 edgerankchecker.com
61
Things To Do
 Regular posting
 Use media (photos, videos)
 Encourage engagement by
asking questions or for
feedback
 A...
Local Marketing
Northwest Arkansas
 240,000 people within 25
miles of Fayetteville, AR on
Facebook
63
64
New Profile Page
65
Twitter
 API change
 More restrictive to
non-Twitter developers
 Move more interaction
to their site or to their
applic...
Promoted Accounts
In Mobile Timeline
67
Tailored Audiences
68
Other Unique Features
 Personal vs. Business
 Most Tweets are visible
 Simpler service, more
flexible
69
Make Posts Stand Out
 Add symbols
 120-130 characters
 Include photo to get more
retweets and leads
70
71
Why LinkedIn?
 Average household income
of LinkedIn users is over
$88,000 per year.
 Higher than the average
income for ...
LinkedIn Company Pages
 Large image at the top of
the corporate LinkedIn
page
73
Showcase Pages
74
LinkedIn Company Pages
 Share status updates and job
opportunities
75
LinkedIn Company Pages
 Showcase products, services
and career opportunities
76
LinkedIn Groups
 Raise awareness
 Generate interest for your
products
 Show expertise
 Monitor your industry or
region...
LinkedIn Targeted Updates
 Send to specific segments
based on:
 Company Size
 Industry
 Function
 Seniority
 Geograp...
Make Posts Stand Out
 Use links and photos for
maximum interaction
79
80
81
Search Engine Market Share
Google
All Other
82
Google+ Pages
 Feeds into Search, Maps,
and all other Google
properties
 Link with your Home Base
by setting up Google
A...
Google+
 +1 Google’s version of a
Facebook Like
 Websites using Google’s +1
button get 3.5X the Google+
visits.
84
Google+ Internal Tools
 Private Sharing-limited to
those in your organization
 Google Hangout now with
Google Docs
 Sha...
Make Posts Stand Out
 Include animated GIFs
 Use somewhat longer posts,
2-3 sentences
 Include formatting in the
text
86
87
YouTube
 Create your own branded
channel
 Participate with everyone
who has a Google account
 Google property helps wit...
YouTube
 Lots of options for uploading
 Doesn’t necessarily have to
be of the top quality
 Take advantage of the size o...
YouTube Examples
90
91
Pinterest
92
High Percentage of Women on
Pinterest
137%
2%
Women
Men
93
High Percentage of Women on
Pinterest
80%
20%
Women
Men
94
How It Works
 Pin in the unit
 Organized by Pinboards
 Websites can get in on the
act using a Pin button
 Members can ...
Why It’s Important
 Driving traffic
 Especially to visual products
 Social sharing
 Can post to Facebook and
Twitter w...
Pinterest Business Pages
 Conversion from personal
page option
 Analytics
97
Pinboards for Non-Visual Subjects
 Your culture
 Featured photos from blog
articles
 Infographics and data
 Book and e...
Make Posts Stand Out
 Rich pins with more data
(article, product, recipe,
etc.)
 Animated GIFs
 Tall images
99
What is WordPress?
 Content Management
System
 Used to create, manage,
store, and deploy content on
Web pages
 No longe...
Common Features of Blogs
 Posts
 RSS Feeds
 Comments
102
What WordPress is not?
 Not just a blog
 Some features
 Independent social network
like Facebook
 eCommerce
 Forums
...
Why We Use WordPress?
 Easy to use
 Flexible
 Open Source
 Lots of developers and
designers
104
How to post to WordPress
 Native Interface
 App
 LiveWriter
 Email
105
Mobile Social Media
The Facts
 Over half the population has
a smart phone.
 60% of social use is on
mobile.
 5% of smar...
Mobile Actions
 Make sure your home base is
visible on mobile
 Simplify design
 Check on multiple devices
 Avoid Flash...
Adaptive vs. Mobile
 Adaptive  Mobile
109
Mobile Actions
 Do the same for your social
media as well.
110
Mobile Actions
 Encourage sharing
 Feed the habit of visiting
your properties on mobile
111
Time
 About 64% of marketers are
spending between 1 to 10
hours a week on social
media
 Use tools like Hootsuite,
Buffer...
Managing the Conversation
Participating
 Syndicate to multiple
services
 Link accounts
 Buffer
 Path
 WordPress plugi...
Monitoring
115
 Radian6  SocialSprout
Feedly
116
 LinkedIn Today  Flipboard
Feedly Monitoring
 Google Alerts
 Twitter Search
 Search for your
company’s name, your
products, and
competitors
117
Pocket
 Instapaper  iOS Reader
118
Tweriod + Buffer
119
collin@bluezoocreative.com
Twitter.com/ccondray
3/13/2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014
Blue Zoo Creative Social Media Strategy Seminar, March 2014
Upcoming SlideShare
Loading in...5
×

Blue Zoo Creative Social Media Strategy Seminar, March 2014

333

Published on

You know you need to be on social media, or maybe you’re already on the big three, but you have questions. How do I pick the best channels? How do I integrate my social? What are the most effective strategies?

This seminar will answer your questions and help you integrate your social media. You’ll learn simple tactics, tools and tips to decide and implement a better social media strategy.

Here are some of the topics we’ll cover:

-Designing your social strategy
-Changes in social networks that have changed the way users interact with their services
-Other services you need to be on such as YouTube and Google+
-Mobile social media issues

The presentation was held at the Fayetteville Public Libarary on 3/13/2014.

Published in: Marketing
5 Comments
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total Views
333
On Slideshare
0
From Embeds
0
Number of Embeds
2
Actions
Shares
0
Downloads
12
Comments
5
Likes
0
Embeds 0
No embeds

No notes for slide

Blue Zoo Creative Social Media Strategy Seminar, March 2014

  1. 1. collin@bluezoocreative.com Twitter.com/ccondray 3/13/2014
  2. 2. Who we are – Collin Condray  17 years experience in web development  Retail data analysis for multi-billion dollar companies (3M and Tyson)  Social media marketing  Agency experience with Collective Bias and Saatchi X
  3. 3. Who we are – Eric Huber  25 years as a graphic designer for both small businesses and Fortune 500 companies  Marketing, advertising, and graphic design for small businesses  Award winning designer  Instructor for the New Design School
  4. 4. This presentation might already be obsolete!
  5. 5. 5
  6. 6. Not everything in this presentation will apply to you!
  7. 7. Please Ask Questions! 7
  8. 8. 8
  9. 9. Strength of Weak Ties 9  Based on a 1973 paper by sociologist Mark Granovetter.  Significant percentage of people get their jobs as a result of information provided by a weak tie or friends-of-friends.
  10. 10. Strength of Weak Ties 10  150 member is typically the most strong ties that can be maintained.  The size of the tribe. Consistent across times and cultures.  The average number of Facebook friends is about 150.
  11. 11. Strength of Weak Ties 11  Now with social networks, you can maintain “supernets” that have more than 150 weak ties, which you can trust more than mass media like TV or newspapers.  Weak ties are now visible
  12. 12. Strength of Weak Ties 12  There is some evidence that sharing information on social media networks:  Makes you more likely to be liked in social interactions.
  13. 13. Strength of Weak Ties 13  There is some evidence that sharing information on social media networks :  Builds "social capital" - a sociological measure of the value of beneficial relationships. Social capital is linked to increased well- being and self-esteem.
  14. 14. Strength of Weak Ties 14  There is some evidence that sharing information on social media networks :  Increases influence. In a color picking experiment, the people who could see the choices of more participants (in other words, were better connected) persuaded the group to pick their color: even when they had to persuade the vast majority to give up their financial incentive.
  15. 15. Strength of Weak Ties 15  There is some evidence that sharing information on social media networks :  Makes one more attractive: people with about 300 friends were rated as the most appealing, any more than that and their social attractiveness began to drop off.
  16. 16. 16
  17. 17. Listen 17  Google your name, industry, competitors, and products  Search Facebook and Twitter.com  Dedicated software
  18. 18. Listen 18  What are your customers saying about you?  Is it good or bad?  Is there anyone already passionate about your brand or industry?
  19. 19. People 19  What are your customers ready for?  Make sure your target audience is ready for what you throw at them.
  20. 20. Objectives 20  What are your goals?  Talking/broadcasting – spread your message.  Make an existing digital marketing initiative (banner/search ads) more interactive.
  21. 21. Objectives  What are your goals?  Establishing credibility 21
  22. 22. Objectives 22  What are your goals?  Listening – better understand your customers.  Get insights from your customers to help make marketing and product development decisions.
  23. 23. Objectives 23  What are your goals?  Supporting – help your customers support each other.  Effective for companies that have high support costs or to connect with cohesive groups that already exist.
  24. 24. Strategy 24  What change do you want your customers to make?  Carry messages to others  Engage more with your organization.
  25. 25. Technology 25  What social media tools should you use or build?
  26. 26. Measure – Soft Metrics 26  Number of followers on social media networks  Number of posts, comments, Tweets, etc.  Key influencers, who already have a following that is talking about you  Share of conversation
  27. 27. Measure 27  What are they saying?  Are they saying good or bad things about you? Are the good comments increasing?  Where is the conversation occurring? (blogs, news sites, forums, social media sites)
  28. 28. What Can You Do With The Measurements? 28  Customer service  Correct misinformation  Find out what the community has an interest in but what is not currently being discussed online. “Geez, one bad employee can really ruin your day!”
  29. 29. Reacting to Measurements 29 • Generate awareness among customers and other community members. • Increase employee awareness.
  30. 30. Measure – Hard Metric Comparisons  Pay Per Click (PPC) =  Cost Per Click (CPC)  Cost Per 1000 Impressions (CPM)  Get comparison rates from Google or Facebook ads
  31. 31. Measure – Hard Metrics  Google Analytics can help measure web goals  Need to create custom web addresses to share to track in detail.  Easy to do with eCommerce but harder to do with services. 31
  32. 32. Google Analytics Social Reporting Tool  Drop off rates tell you where you losing your visitors 32
  33. 33. Google Analytics Social Reporting Tool  How does social media affect goals  Which networks drive traffic  Where people are discussing your organization 33
  34. 34. 34
  35. 35. Organizing for Social Media  Home Base –central place you want to interact with people.  Outposts –where you have a presence and participate and promote yourself.  Passports – where you have profile and are listening but direct people to your Outposts and Home Base 35 Source: http://www.chrisbrogan.com/a-simple-presence-framework/
  36. 36. Pick Your Home Base 36
  37. 37. Ideally Use Self Hosted Website  Full control  Include a blog 37
  38. 38. Set Up Outposts  LinkedIn is the office  Facebook is the home  Twitter is Happy Hour  Google+ Is….? 38
  39. 39. Set Up Passports  WordPress.com  Tumblr  Yahoo  StumbleUpon  Google/YouTube  Yelp 39
  40. 40. Overlapping Followers 40 Facebook Twitter LinkedIn Google+
  41. 41. Complete Profiles Fully 41 http://unbounce.com/social-media/create-click-worthy-social-media-profiles/
  42. 42. Complete Profiles Fully  Make sure your target keywords are in your profile  Avoid Buzzwords 42
  43. 43. Complete Profiles Fully  Link back to one place, your “home base” that has all the detail about you  Be real  Use a picture  Talk about your personal life…a little 43
  44. 44. Make It Easy To Share  Include a Facebook Connect link, Call-to-Action buttons, Share Functions, or a button that invites people to do business with you in a prominent place on your blog.  Certain plugins can create all of these in one place. 44
  45. 45. Post Consistently  Post at least weekly, daily is preferred.  Ask people in the industry what they’d like to know and create content around that. 45
  46. 46. Weapons of Choice – Text and Photos  Easiest to do  Search engines like text. 46
  47. 47. Weapons of Choice - Video  The technology is in in your hands: many cell phones do HD level video that looks good on YouTube  Imperfections makes it real as well  Lots of video services but start with YouTube 47
  48. 48. Don’t Know What To Say?  Find something interesting, link to it on your site and comment on it. It could be as simple as adding “This is a great article because ____.” 48
  49. 49. Connecting With People You Already Know  Start with  Friends  Family  Current customers  Industry leaders  Potential customers  Don’t use Facebook’s email all page 49
  50. 50. Connecting With Others  Use Twitter search to find as many people as possible talking about your topic, and communicate with them.  Use Blogsearch.Google.com to find more blogs that are relevant to your subject. 50
  51. 51. Make Connections  Tell everyone what you’re building  Exploit Strength of Weak Ties  Crowdsource questions about your niche  Don’t be afraid to introduce yourself to strangers 51 ---- Strong Ties ---- Weak Ties
  52. 52. Posts per day  The more Facebook posts per day, the less engagement – when a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post. 52 Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/
  53. 53. 53
  54. 54. 54
  55. 55. Becoming More Mobile Oriented  Paper  WhatsApp 55
  56. 56. Tagging From Brand Pages 56
  57. 57. Direct Replies to Reviews 57
  58. 58. More Video Being Watched 58
  59. 59. Trending 59
  60. 60. Facebook EdgeRank  Affinity – relationship with object (is this person a friend or did they just Like something)  Weight-type of post (images have the highest weight)  Time Decay-decreases as content ages 60 ∑ Affinity X Weight X Time Decay
  61. 61. Facebook-EdgeRank  EdgeRank determines where your posts show up in the Facebook News Feed  edgerankchecker.com 61
  62. 62. Things To Do  Regular posting  Use media (photos, videos)  Encourage engagement by asking questions or for feedback  Avoid user complaints and accusations of spam  Generate high quality content 62 ∑ Affinity X Weight X Time Decay
  63. 63. Local Marketing Northwest Arkansas  240,000 people within 25 miles of Fayetteville, AR on Facebook 63
  64. 64. 64
  65. 65. New Profile Page 65
  66. 66. Twitter  API change  More restrictive to non-Twitter developers  Move more interaction to their site or to their applications like TweetDeck 66
  67. 67. Promoted Accounts In Mobile Timeline 67
  68. 68. Tailored Audiences 68
  69. 69. Other Unique Features  Personal vs. Business  Most Tweets are visible  Simpler service, more flexible 69
  70. 70. Make Posts Stand Out  Add symbols  120-130 characters  Include photo to get more retweets and leads 70
  71. 71. 71
  72. 72. Why LinkedIn?  Average household income of LinkedIn users is over $88,000 per year.  Higher than the average income for Wall Street Journal, Forbes and Business Week readers 72
  73. 73. LinkedIn Company Pages  Large image at the top of the corporate LinkedIn page 73
  74. 74. Showcase Pages 74
  75. 75. LinkedIn Company Pages  Share status updates and job opportunities 75
  76. 76. LinkedIn Company Pages  Showcase products, services and career opportunities 76
  77. 77. LinkedIn Groups  Raise awareness  Generate interest for your products  Show expertise  Monitor your industry or region 77
  78. 78. LinkedIn Targeted Updates  Send to specific segments based on:  Company Size  Industry  Function  Seniority  Geography 78
  79. 79. Make Posts Stand Out  Use links and photos for maximum interaction 79
  80. 80. 80
  81. 81. 81
  82. 82. Search Engine Market Share Google All Other 82
  83. 83. Google+ Pages  Feeds into Search, Maps, and all other Google properties  Link with your Home Base by setting up Google Authorship  Use circles to segment messages 83
  84. 84. Google+  +1 Google’s version of a Facebook Like  Websites using Google’s +1 button get 3.5X the Google+ visits. 84
  85. 85. Google+ Internal Tools  Private Sharing-limited to those in your organization  Google Hangout now with Google Docs  Share only to those circles that you want 85
  86. 86. Make Posts Stand Out  Include animated GIFs  Use somewhat longer posts, 2-3 sentences  Include formatting in the text 86
  87. 87. 87
  88. 88. YouTube  Create your own branded channel  Participate with everyone who has a Google account  Google property helps with SEO 88
  89. 89. YouTube  Lots of options for uploading  Doesn’t necessarily have to be of the top quality  Take advantage of the size of the community there 89
  90. 90. YouTube Examples 90
  91. 91. 91
  92. 92. Pinterest 92
  93. 93. High Percentage of Women on Pinterest 137% 2% Women Men 93
  94. 94. High Percentage of Women on Pinterest 80% 20% Women Men 94
  95. 95. How It Works  Pin in the unit  Organized by Pinboards  Websites can get in on the act using a Pin button  Members can repin other members’ content  User vs. pinboard followers 95
  96. 96. Why It’s Important  Driving traffic  Especially to visual products  Social sharing  Can post to Facebook and Twitter when pinning an item  Best for visual subjects such as physical products 96
  97. 97. Pinterest Business Pages  Conversion from personal page option  Analytics 97
  98. 98. Pinboards for Non-Visual Subjects  Your culture  Featured photos from blog articles  Infographics and data  Book and eBook covers  Happy customers or the effects of your work 98
  99. 99. Make Posts Stand Out  Rich pins with more data (article, product, recipe, etc.)  Animated GIFs  Tall images 99
  100. 100. What is WordPress?  Content Management System  Used to create, manage, store, and deploy content on Web pages  No longer need to know HTML, CGI, etc. to make a dynamic website. 101
  101. 101. Common Features of Blogs  Posts  RSS Feeds  Comments 102
  102. 102. What WordPress is not?  Not just a blog  Some features  Independent social network like Facebook  eCommerce  Forums  Contact Manager  Job Board  Portfolio 103
  103. 103. Why We Use WordPress?  Easy to use  Flexible  Open Source  Lots of developers and designers 104
  104. 104. How to post to WordPress  Native Interface  App  LiveWriter  Email 105
  105. 105. Mobile Social Media The Facts  Over half the population has a smart phone.  60% of social use is on mobile.  5% of smartphone owners ages 18–44 say they can’t recall the last time their smartphone wasn’t next to them 107
  106. 106. Mobile Actions  Make sure your home base is visible on mobile  Simplify design  Check on multiple devices  Avoid Flash 108
  107. 107. Adaptive vs. Mobile  Adaptive  Mobile 109
  108. 108. Mobile Actions  Do the same for your social media as well. 110
  109. 109. Mobile Actions  Encourage sharing  Feed the habit of visiting your properties on mobile 111
  110. 110. Time  About 64% of marketers are spending between 1 to 10 hours a week on social media  Use tools like Hootsuite, Buffer, or SocialOomph to schedule posts 113 Source: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
  111. 111. Managing the Conversation Participating  Syndicate to multiple services  Link accounts  Buffer  Path  WordPress plugins 114
  112. 112. Monitoring 115  Radian6  SocialSprout
  113. 113. Feedly 116  LinkedIn Today  Flipboard
  114. 114. Feedly Monitoring  Google Alerts  Twitter Search  Search for your company’s name, your products, and competitors 117
  115. 115. Pocket  Instapaper  iOS Reader 118
  116. 116. Tweriod + Buffer 119
  117. 117. collin@bluezoocreative.com Twitter.com/ccondray 3/13/2014
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×