Blue Zoo Creative Social Media Strategy Seminar, March 2014
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Blue Zoo Creative Social Media Strategy Seminar, March 2014



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 ...

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.



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  • Full Name Full Name Comment goes here.
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  • No, it was at the Fayetteville Library. I don't think I could go through 120 slides in 10 minutes at BNI :)
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  • Nice presentation. did you use this at BNI?
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  • Very true. I remember when we didn't recommend it for all our clients -- like PPC, it was something some organizations would benefit from and some didn't need. Times certainly change.
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  • Thanks! I gave a similar seminar last year and had to rewrite half of it. Funny how social media changes so much so fast.
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  • Nice!
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    Blue Zoo Creative Social Media Strategy Seminar, March 2014 Blue Zoo Creative Social Media Strategy Seminar, March 2014 Presentation Transcript

    • 3/13/2014
    • 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
    • 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
    • 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 their jobs as a result of information provided by a weak tie or friends-of-friends.
    • 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.
    • 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
    • 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.
    • 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.
    • 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.
    • 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
    • Listen 17  Google your name, industry, competitors, and products  Search Facebook and  Dedicated software
    • Listen 18  What are your customers saying about you?  Is it good or bad?  Is there anyone already passionate about your brand or industry?
    • 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 initiative (banner/search ads) more interactive.
    • 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 help make marketing and product development decisions.
    • 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.
    • Strategy 24  What change do you want your customers to make?  Carry messages to others  Engage more with your organization.
    • 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 influencers, who already have a following that is talking about you  Share of conversation
    • 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)
    • 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!”
    • Reacting to Measurements 29 • Generate awareness among customers and other community members. • Increase employee awareness.
    • 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
    • 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
    • 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 are discussing your organization 33
    • 34
    • 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:
    • 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   Tumblr  Yahoo  StumbleUpon  Google/YouTube  Yelp 39
    • Overlapping Followers 40 Facebook Twitter LinkedIn Google+
    • Complete Profiles Fully 41
    • 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 picture  Talk about your personal life…a little 43
    • 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
    • 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
    • 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 YouTube  Imperfections makes it real as well  Lots of video services but start with YouTube 47
    • 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
    • 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
    • Connecting With Others  Use Twitter search to find as many people as possible talking about your topic, and communicate with them.  Use to find more blogs that are relevant to your subject. 50
    • 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
    • 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:
    • 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-type of post (images have the highest weight)  Time Decay-decreases as content ages 60 ∑ Affinity X Weight X Time Decay
    • Facebook-EdgeRank  EdgeRank determines where your posts show up in the Facebook News Feed  61
    • 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
    • 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 applications like TweetDeck 66
    • 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 Wall Street Journal, Forbes and Business Week readers 72
    • 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 77
    • LinkedIn Targeted Updates  Send to specific segments based on:  Company Size  Industry  Function  Seniority  Geography 78
    • 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 Authorship  Use circles to segment messages 83
    • 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  Share only to those circles that you want 85
    • 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 with SEO 88
    • 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
    • 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 repin other members’ content  User vs. pinboard followers 95
    • 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
    • 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 eBook covers  Happy customers or the effects of your work 98
    • 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 longer need to know HTML, CGI, etc. to make a dynamic website. 101
    • 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  Contact Manager  Job Board  Portfolio 103
    • 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 smartphone owners ages 18–44 say they can’t recall the last time their smartphone wasn’t next to them 107
    • Mobile Actions  Make sure your home base is visible on mobile  Simplify design  Check on multiple devices  Avoid Flash 108
    • 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, or SocialOomph to schedule posts 113 Source:
    • Managing the Conversation Participating  Syndicate to multiple services  Link accounts  Buffer  Path  WordPress plugins 114
    • 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
    • 3/13/2014