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AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
AAF Central Texas - Building a Solid Foundation in the Social Web
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AAF Central Texas - Building a Solid Foundation in the Social Web

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Author and developer Deltina Hay presents on how to build a solid foundation in the Social Web at the American Advertising Federation-Central Texas Summer Seminar. From an overview of the tools, to …

Author and developer Deltina Hay presents on how to build a solid foundation in the Social Web at the American Advertising Federation-Central Texas Summer Seminar. From an overview of the tools, to choosing the tools, to optimizing/integrating the tools, to creating a strategy and plan, Deltina covers a lot of ground in this presentation...

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  • 1. Building a solid foundation in the Social Web... A seminar for AAF – Central Texas Copyright 2010, Deltina Hay
  • 2. With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbWebSolutions.com... Author of A Survival Guide to Social Media and Web 2.0 Optimization (found or requested anywhere books are sold) [email_address] @deltina
  • 3. What we will cover... <ul><li>What is social media (The Social Web)
  • 4. Why you should care...
  • 5. How to use the Social Web
  • 6. Creating a social media strategy and plan
  • 7. Integrating and optimizing the tools
  • 8. Integrating your Social Web presence
  • 9. Developing Guidelines and Policies </li></ul>
  • 10. What is the Social Web (Social Media)? <ul><li>Online tools and Websites that allow people to: </li><ul><li>Share
  • 11. Interact
  • 12. Collaborate </li></ul><li>Built using similar technologies, so are easily integrated
  • 13. Most of the tools are open source and free </li></ul><ul><li>More than just blogging, Facebook, and Twitter... </li></ul>
  • 14. What is the Social Web? <ul><li>Blogs
  • 15. Social Networking (Facebook, LinkedIn)
  • 16. Micro-blogging (Twitter)
  • 17. Geo-Tracking (FourSquare/Gowalla)
  • 18. Media Sharing Communities (Flickr/YouTube/Slideshare/Scribd)
  • 19. Social Bookmarking & Crowd-Sourcing (delicious, digg)
  • 20. Social Media News Releases and Newsrooms
  • 21. Social calendars and event sites (upcoming, eventbrite)
  • 22. Social Pages (Netvibes, Squidoo, Hubpages)
  • 23. Hybrid Sites (Tumblr, FriendFeed, Posterous) </li></ul>
  • 24. Why the Social Web? <ul><li>In the last 7 years, Internet usage has increased 70% PER YEAR.
  • 25. Spending for digital advertising this year will be more than $25 billion and surpass print advertising spending
  • 26. Lenovo has experienced a 20% reduction in activity to their call center since they launched their community website for customers
  • 27. Blendtec quintupled sales with its “Will it Blend” series on YouTube
  • 28. Naked Pizza set a one-day sales record using social media: 68% of their sales came via twitter and 85% of their new customers
  • 29. Software company Genius.com reports 24% of social media leads convert to sales opportunities </li></ul>
  • 30. Why the Social Web? - more stats <ul><li>Dell has already made over $7 million in sales via Twitter
  • 31. 37% of Generation Y heard about the Ford Fiesta via social media BEFORE its launch in the US and currently 25% of Ford’s marketing budget is spent on digital/social media
  • 32. 71% of companies plan to increase investments in social media by an average of 40%
  • 33. A recent Wetpaint/Altimeter Group study found companies that widely engage in social media surpass their peers in both revenue and profit
  • 34. (From: http://www.deminghill.com/blog/corporate-social-media/why-executives-hate-social-media/ . Sources for Statistics: meyersreport.com lenovosocial.com George Wright Blendtec Mashable.com econsultancy.com businessweek.com) </li></ul>
  • 35. Why the Social Web? <ul><li>Internet users have new expectations </li><ul><li>Transparency, Authenticity, and Interactivity
  • 36. The tools may change, but expectations will not </li></ul><li>Need an entire (Social) Web presence to succeed
  • 37. Driving traffic through SEO is not enough, need to increase your reach... </li></ul>
  • 38. How to use Social Media... <ul><li>Listening </li><ul><li>Lenovo has experienced a 20% reduction in activity to their call center since they launched their community website for customers </li></ul><li>Engaging </li><ul><li>Blendtec quintupled sales with its “Will it Blend” series on YouTube </li></ul><li>Building Relationships </li><ul><li>37% of Generation Y heard about the Ford Fiesta via social media before its launch in the U.S. </li></ul><li>Being Authentic </li><ul><li>Dell has already made over $7 million in sales via Twitter </li></ul></ul>
  • 39. How NOT to use Social Media... <ul><li>Blasting
  • 40. Spamming
  • 41. Having one-sided conversations
  • 42. Being Inauthentic
  • 43. Misrepresenting yourself
  • 44. Trying to be too clever...
  • 45. Think beyond the present campaign – once you have the following, how will you engage them and make them long-term advocates?
  • 46. It starts with a solid foundation... </li></ul>
  • 47. Building a Solid Foundation in the Social Web The Social Media Strategy <ul><li>Start with a SWOT analysis: evaluate Strengths, Weaknesses, Opportunities, and Threats
  • 48. Define your overall target audience
  • 49. Define your goals, and establish baselines
  • 50. Outline your objectives
  • 51. Create and implement a Social Media Plan
  • 52. Develop procedures and guidelines </li></ul>
  • 53. Building a Solid Foundation in the Social Web The Social Media Plan <ul><li>Identify the tools that fit your strategy
  • 54. Define target audience, objectives, and tactics for each tool
  • 55. Gather and prepare existing content
  • 56. Implement and Optimize the tools
  • 57. Integrate the tools
  • 58. Include optimizing and integrating existing Website
  • 59. Establish a plan for evaluating what is working and measuring success
  • 60. Include phases </li></ul>
  • 61. A Realistic Beginning (or Phase 1) Strategy <ul><li>Blog
  • 62. Facebook presence
  • 63. LinkedIn profile
  • 64. Twitter account
  • 65. Flickr account
  • 66. YouTube account </li></ul>
  • 67. Preparing Your Content <ul>Key Terms! Key Terms! Key Terms! <li>Use Google Keyword Tool to research good key terms (AKA keywords/tags)
  • 68. Use them in: </li><ul><li>Blogs: </li><ul><li>In post body, within titles, as categories and tags </li></ul><li>Social networking: </li><ul><li>In profiles, postings, and status upgrades </li></ul><li>Images and Video Clips: </li><ul><li>In file names, descriptions, and tags </li></ul></ul></ul>
  • 69. Preparing Your Content <ul><li>Prepare & Gather (using key terms): </li><ul><li>Short and long Bios
  • 70. Short and long descriptions of organization
  • 71. Images and video clips with tags, descriptions, and file names
  • 72. Other existing content: static Website content, white papers, brochures, previous ads, etc. </li></ul></ul>
  • 73. Implementing and Optimizing Tools: Blogs <ul><li>What is a Blog? </li><ul><li>Chronological and categorized list of entries
  • 74. A blog is an RSS feed </li></ul><li>What is an RSS feed? </li><ul><li>RSS=Really Simple Syndication
  • 75. A “simple” way to subscribe to information
  • 76. New entries are “fed” to subscribers automatically
  • 77. Think of it as a steady stream or flow of information... </li></ul></ul>
  • 78. Implementing and Optimizing Tools: Blogs <ul><li>Options for starting a blog: </li><ul><li>Host it yourself (WordPress.org)
  • 79. Free or near-free options: </li><ul><li>WordPress.com
  • 80. Typepad.com
  • 81. Blogger.com </li></ul></ul></ul>
  • 82. Implementing and Optimizing Tools: Blogs <ul><li>Optimizing your blog: </li><ul><li>Remember your key terms </li><ul><li>In titles, in body, as tags
  • 83. Use Synonyms, naturally </li></ul><li>Add your blog to FeedBurner.com
  • 84. Use a good search engine optimization plugin
  • 85. Add to many blog directories like Technorati
  • 86. Make it easy for others to subscribe and share... </li></ul></ul>
  • 87. Blog Subscription Options
  • 88. AddtoAny Service... subscription options
  • 89. AddtoAny Service... sharing options
  • 90. Subscribing to a Blog via Email
  • 91. Subscribing to a Blog via Feed Readers
  • 92. Make it easy to share every post...
  • 93. Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn) <ul><li>Represent yourself authentically
  • 94. Follow submission guidelines
  • 95. Complete profiles completely
  • 96. Join or start groups
  • 97. Use key terms in your profiles and posts
  • 98. Use applications to enhance your presence
  • 99. Know the difference between a Facebook Profile and a Facebook Page... </li></ul>
  • 100. A Facebook Page is for Your Business or Organization
  • 101. A Facebook Profile is for You
  • 102. An Optimized Profile (LinkedIn)
  • 103. An Optimized Profile (LinkedIn)
  • 104. An Optimized Profile (LinkedIn)
  • 105. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>As a blogging tool: used for posting short posts or updates
  • 106. As a social network: used to interact in real-time
  • 107. Organizations and individuals gain “followers”
  • 108. Great for promoting products, services, and events </li></ul>
  • 109. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>Optimize your profile by using key terms in your description
  • 110. Optimize Tweets by preceding key terms with hashtags, and using direct URLs when possible (not shortened, so your website is listed)
  • 111. Retweet influential people only when relevant
  • 112. Start Twitter lists that include key terms, and make them public
  • 113. Add your account to Twitter Search and other Twitter directories
  • 114. Create a custom background that includes branding. Twitbacks.com is a good option. </li></ul>
  • 115. Twitter Profile with branded background
  • 116. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>Twitter prides itself on being simple, but you can enhance functionality with external tools... </li><ul><li>Hootsuite is a tool that helps integrate your other accounts with Twitter, post-date your Tweets, and more...
  • 117. Tweetmeme is a way to find interesting Tweets and retweet them on the spot
  • 118. TwitterSearch can help you find people to follow based on search terms
  • 119. TwitterFeed is another way to link your blog posts with Twitter and other accounts
  • 120. Klout is a tool for measuring your effectiveness/influence
  • 121. Twittercounter can help you see your growth over time as well as find new followers </li></ul></ul>
  • 122. Implementing and Optimizing Tools: Media Communities (Flickr and YouTube) <ul><li>Share images on Flickr & Video on YouTube
  • 123. Use key terms in: </li><ul><li>Files names
  • 124. Descriptions
  • 125. Tags
  • 126. Meta information
  • 127. Landing pages </li></ul><li>Create playlists on YouTube even if you don't have video of your own </li></ul>
  • 128. Dalton Publishing's Flickr Account
  • 129. Yahoo! Search on “bookpeople”
  • 130. Dalton Publishing's YouTube Playlists
  • 131. Integrating Your Social Web Presence <ul><li>Social Web is an integrated system
  • 132. Make your tools work together using: </li><ul><li>RSS feeds
  • 133. Widgets & Badges
  • 134. Applications & Plugins </li></ul><li>Integrate accounts using streamlining tools such as: </li><ul><li>Ping.fm
  • 135. HootSuite </li></ul></ul>
  • 136. Integrating with RSS Feeds
  • 137. Integrated Facebook Profile
  • 138. Integrating with Widgets & Badges
  • 139. Integrating with Applications
  • 140. Integrating with Plugins
  • 141. Creating an Integration Plan Want to create a plan that will streamline the following tasks: 1. Distributing our RSS feed 2. Updating our short status updates (including Twitter) 3. Distributing our images 4. Distributing our video clips The goal is to try and only enter content one time and in one place...so we create a map for each...
  • 142. A Realistic Beginning Strategy <ul><li>Blog
  • 143. Facebook presence
  • 144. LinkedIn profile
  • 145. Twitter account
  • 146. Flickr account
  • 147. YouTube account </li></ul>
  • 148. Integration Map Distributing Blog/RSS feed:
  • 149. Integration Map Updating status updates and Twitter posts (this should be done IN ADDITION TO regular entries to each site):
  • 150. Integration Map Distributing Images:
  • 151. Integration Map Distributing Video:
  • 152. Evaluate What is Working <ul><li>Phase out tools that are not working
  • 153. Integrate & optimize new tools carefully
  • 154. Keep abreast of new features in existing tools
  • 155. Only you know what is working best for your organization...
  • 156. Base success on original goals and baselines </li></ul>
  • 157. Measuring Success <ul><li>Use internal metrics features like: </li><ul><ul><li>Facebook Insights
  • 158. WordPress Stats </li></ul></ul><li>Some free tools include: </li><ul><ul><li>HootSuite
  • 159. Google Analytics
  • 160. FeedBurner </li></ul></ul><li>Some services include: </li><ul><ul><li>PostRank
  • 161. Radian 6
  • 162. JittterJam </li></ul></ul></ul>
  • 163. Social Media Policies and Guidelines <ul><li>Part of your overall strategy should be company-wide or client-by-client social media guidelines and policies.
  • 164. In addition to the usual “dos and don'ts,” include guidelines for interacting properly on the Web, and proper “Netiquette”
  • 165. Offer lessons in digital ethics, social media engagement, and reflective listening
  • 166. Clearly define delegations and responsibilities
  • 167. Include any regulatory guidelines relevant to your company or client's use of social media or advertising in general
  • 168. Include privacy and security guidelines </li></ul>
  • 169. While building your own foundation, don't lose track of the foundation the Social Web was built on... <ul><li>Sharing
  • 170. Interacting
  • 171. Collaborating
  • 172. (in a Transparent and Authentic way) </li></ul>
  • 173. To attend Webinars hosted by author Deltina Hay visit: http://www.socialmediapower.com/webinars Please check out our new service: http://plumbwebsolutions.com You can find out more about Deltina and about her availability for speaking engagements at: http://www.deltina.com
  • 174.  

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