Building a Solid Social Media Foundation


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As presented to the St. Louis Publishers Association by The Social Media Survival Guide author Deltina Hay, this 2-plus hour presentation is a complete blueprint to planning, implementing, optimizing, integrating, and measuring a solid foundation in the Social Web.

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Building a Solid Social Media Foundation

  1. 1. Building a solidBuilding a solid (and manageable)(and manageable) foundation in thefoundation in the Social Web...Social Web... A seminar forA seminar for St. Louis Publishers AssociationSt. Louis Publishers Association Copyright 2010, Deltina Hay
  2. 2. With Deltina Hay of Dalton Publishing, Social Media Power, and PLUMB Web Solutions Author of: A Survival Guide to Social Media and Web 2.0 Optimization The Social Media Survival Guide (new title, second edition) Video Tutorial Series: Professor, Drury University Graduate level social media certificate course, online Go to Four-week and Eight-week sessions,
  3. 3. What we will cover... What is social media (The Social Web) How to use the Social Web Creating a social media analysis, strategy, and plan Implementing and optimizing the tools Optimizing your Website Integrating your Social Web presence Measuring your success Developing Guidelines and Policies
  4. 4. What is the Social Web (Social Media)? Online tools and Websites that allow people to: Share Interact Collaborate Built using similar technologies, so are easily integrated Most of the tools are open source and free More than just blogging, Facebook, and Twitter...
  5. 5. What is the Social Web? Blogs Social Networking (Facebook, LinkedIn) Micro-blogging (Twitter) Geo-Tracking (FourSquare/Gowalla) Media Sharing Communities (Flickr/YouTube/Slideshare/Scribd) Social Bookmarking & Crowd-Sourcing (delicious, digg) Social Media News Releases and Newsrooms Social calendars and event sites (upcoming, eventbrite) Social Pages (Netvibes, Squidoo, Hubpages) Hybrid Sites (Tumblr, FriendFeed, Posterous)
  6. 6. Why the Social Web? Internet users have new expectations Transparency, Authenticity, and Interactivity The tools may change, but expectations will not Need an entire (Social) Web presence to succeed Driving traffic through SEO is not enough, need to increase your reach...
  7. 7. How to use Social Media... Listening Lenovo has experienced a 20% reduction in activity to their call center since they launched their community website for customers Engaging Blendtec quintupled sales with its “Will it Blend” series on YouTube Building Relationships 37% of Generation Y heard about the Ford Fiesta via social media before its launch in the U.S. Being Authentic Dell has already made over $7 million in sales via Twitter
  8. 8. How NOT to use Social Media... Blasting Spamming Having one-sided conversations Being Inauthentic Misrepresenting yourself You want to think beyond the present campaign – once you have the following, how will you engage them and make them long-term advocates? It starts with a solid foundation...
  9. 9. Building a Solid Foundation in the Social Web The Social Media Analysis Define your overall target audience Define your online goals Inventory your resources Analyze existing Website Analyze existing social media efforts
  10. 10. Building a Solid Foundation in the Social Web The Social Media Strategy Create a strategy for existing Website Create a strategy for improving existing tools Create a general strategy of best-fit tools Complete a strategy to use for metrics, analytics, and an established baseline
  11. 11. Building a Solid Foundation in the Social Web The Social Media Plan Identify the tools that fit your strategy Define target audience, objectives, and tactics for each tool Gather and prepare existing content Implement and Optimize the tools Establish an integration plan Establish a plan for evaluating what is working and measuring success
  12. 12. Building a Solid Foundation in the Social Web The Social Media Plan Establish phases that include adding new tools and phasing out ones that are not yielding results Include optimizing and integrating existing Website Include integrating existing platforms like Amazon
  13. 13. A Realistic Beginning (or Phase 1) Plan New Tools Blog Facebook presence (profile and page) LinkedIn profile (if applicable) Twitter account Flickr account YouTube account SlideShare or Scribd account Established Tools Optimize exsisting Website Integrate Amazon Author Central page
  14. 14. Preparing Your Content Key Terms! Key Terms! Key Terms! Use Google Keyword Tool to research good key terms (AKA keywords/tags) Use them in: Blogs: In post body, within titles, as categories and tags Social networking and other social accounts: In profiles, postings, and status upgrades Images, Video Clips, and Documents: In file names, descriptions, and tags
  15. 15. Preparing Your Content Prepare, Gather, and Edit (using key terms): Short and long Bios Short and long descriptions of company and book Images and video clips with tags, descriptions, and file names Book excerpts, trailers, reviews, etc. Other existing content: static Website content, white papers, brochures, previous ads, etc.
  16. 16. Implementing and Optimizing Tools: Blogs What is a Blog? Chronological and categorized list of entries A blog is an RSS feed What is an RSS feed? RSS=Really Simple Syndication A “simple” way to subscribe to information New entries are “fed” to subscribers automatically Think of it as a steady stream or flow of information...
  17. 17. Implementing and Optimizing Tools: Blogs Options for starting a blog: Host it yourself (free from Free or near-free options:
  18. 18. Implementing and Optimizing Tools: Blogs Optimizing your blog: Remember your key terms In titles, in body, as tags Use Synonyms, naturally Add your blog to Use a good search engine optimization plugin Add to many blog directories like Technorati Make it easy for others to subscribe to your feed...
  19. 19. Blog Subscription Options Visitors can subscribe via email (using FeedBurner), and with any number of feed readers (using button)
  20. 20. AddtoAny Service... subscription options
  21. 21. Subscribing to a Blog via Email (what it looks like in an email)
  22. 22. Subscribing to a Blog via Feed Readers
  23. 23. Make it easy to share every post...(via Facebook, Twitter, and many other places using a plugin like
  24. 24. Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn) Represent yourself authentically Follow submission guidelines Fill out profiles completely Use key terms in your profiles and posts Know the difference between a Facebook Profile and a Facebook Page...
  25. 25. A Facebook Page is for Your Business or You as an Author/Writer...
  26. 26. A Facebook Profile is for You
  27. 27. Facebook Pages: Can set one up for you or for the publishing house...or both
  28. 28. Facebook Pages: Use key terms in name and descriptions...and check out all the options to the left...
  29. 29. Facebook Pages: Use long profile image to help with branding...
  30. 30. An Optimized Profile (LinkedIn) (take advantage of all space)
  31. 31. An Optimized Profile (LinkedIn) (you, as an author, should be experience)
  32. 32. Why it helps to keep tabs on new LinkedIn's new sections...
  33. 33. Why it helps to keep tabs on new features...LinkedIn's new sections includes a section for publications...
  34. 34. Adding a Publication to LinkedIn (does not need to be a book, can be any type of doc)
  35. 35. Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn) Additional Tactics Join or start groups Facebook just revamped their groups – now more like mini-networks LinkedIn groups are invaluable Make your page “sticky” by offering give-aways and polls they can only access on the page Keep conversations current Use applications to enhance your page or profile
  36. 36. Facebook Applications: Use to customize your page, example: ShopTab – a way to sell products right from your Facebook page...
  37. 37. An Optimized Profile (LinkedIn) (applications and groups)
  38. 38. Implementing and Optimizing Tools: Micro-Blogging (Twitter) As a blogging tool: used for posting short posts or updates As a social network: used to interact in real-time This makes it a hybrid between blogging and social networking Organizations and individuals gain “followers” Especially nice for promoting products, sales, services, and events
  39. 39. Implementing and Optimizing Tools: Micro-Blogging (Twitter) Optimize your profile by using key terms in your description Optimize Tweets by preceding key terms with hashtags, and using direct URLs when possible (not shortened, so your website is listed) Retweet influential people only when relevant Start Twitter lists that include key terms, and make them public Add your account to Twitter Search and other Twitter directories Create a custom background that includes branding...
  40. 40. Twitter Profile with branded background (
  41. 41. Profile/Timeline on New Twitter Platform (not a lot of room for branding...)
  42. 42. Twitter: Hashtags (from Twitter's help section)
  43. 43. Twitter: Images and Video Twitter is designed for text, so it does not store images or video. So, you need to use media sharing sites in order to feature images and video. Some Twitter-friendly choices are: For images: For Video:
  44. 44. Posting Images to Twitter: twitpic
  45. 45. Posting Video to Twitter: Using YouTube (new Twitter platform allows you to view video on the spot)
  46. 46. Leveraging Twitter Lists Twitter lists allow users to organize people into lists Lists are generally collections of followees that have something in common One might make a list of friends, colleagues, potential leads, etc. You do not need to be following someone to add them to a list Lists can be public or private, but the limit is 20 You can also see which lists you have been added to – it can be very useful to see how people tend to classify you You can also use them strategically by adding influencers to your lists (give them good descriptions, though)
  47. 47. Using Twitter Lists
  48. 48. Leveraging Twitter Lists (see how others are listing you...)
  49. 49. Leveraging Twitter Lists (are you on lists that are consistent with your goals?)
  50. 50. Implementing and Optimizing Tools: Micro-Blogging (Twitter) - Additional Tactics Twitter prides itself on being simple, but you can enhance functionality with external tools... Hootsuite is a tool that helps integrate your other accounts with Twitter, post-date your Tweets, and more... Tweetmeme is a way to find interesting Tweets and retweet them on the spot TwitterSearch can help you find people to follow based on search terms Klout is a tool for measuring your effectiveness/influence Twittercounter can help you see your growth over time as well as find new followers Search for more tools on Google using “twitter tools” or “twitter resources”
  51. 51. Implementing and Optimizing Tools: Media Communities (Flickr and YouTube) Share images on Flickr & Video on YouTube Use key terms in: File names Descriptions Tags Create playlists on YouTube even if you don't have video of your own Like all social sites, fill out your profiles completely
  52. 52. Flickr home page is called a photostream – notice the very long file names with many key terms above each are organized into sets seen on the right...
  53. 53. Uploading Flickr Images – go to help/tools in Flickr and use the Uploadr if you have many images – also note the link to Flickr badge on the right...
  54. 54. Using a WordPress plugin, can create image galleries from Flickr Sets – so only the Flickr set needs to be updated...
  55. 55. YouTube Home Page: Called a “Channel” is composed of playlists, which are collections of videos...
  56. 56. YouTube channels are easily customized...can control modules, colors, and more...
  57. 57. YouTube Playlists can be made up of your uploaded videos or videos you have favorited...
  58. 58. You can then use YouTube playlists to create galleries...
  59. 59. Embedding YouTube videos – every video on YouTube has “share” and “embed” embed, copy the generated code...
  60. 60. Embedding YouTube videos...then paste the code where you want it on your site or blog...
  61. 61. Embedding YouTube videos – here is the resulting embedded video...
  62. 62. Implementing and Optimizing Tools: Media Communities (Scribd & Slideshare) Sites where people can share, comment on, and review documents You can get a lot of exposure for your books using the right strategy and key terms The most popular include Scribd, DocStoc, and Slideshare Let's look at Scribd...
  63. 63. Scribd home page – people can subscribe to your docs or interact...
  64. 64. Scribd...viewing options...can view as a “book” or as a slideshow, share in the Social Web, and get embed code...
  65. 65. Scribd...upload have a lot of “rights” sure to use key terms...
  66. 66. Using Scribd for ARC excerpts – include a cover sheet for potential reviewers...
  67. 67. Using Scribd for ARC excerpts – include the copyright page, a representative chapter, and the TOC...
  68. 68. Using Scribd for ARC excerpts – include author bio and a final page with book specs and instructions for requesting the entire ARC
  69. 69. Using Scribd for book excerpts/teasers – include the copyright page, an entire chapter, and the TOC
  70. 70. Include a “buy page” as the first and last pages - embed clickable links to buy book within the document...
  71. 71. Slideshare is better for presentations – fill out profile completely using key terms...
  72. 72. Slideshare presentations allow embedded YouTube video...consider a “Pro” account to generate leads...
  73. 73. Optimizing Your Existing Website Questions to ask: Can the site be shared easily? Does your site have badges so visitors can find you on the Social Web? Is the site integrated with your Social Web presence? Embed videos and presentations Flickr badges Twitter Feed Facebook page widget Can visitors interact with the site via a blog or other source?
  74. 74. Use or buttons to make your site easy to share...
  75. 75. AddtoAny Service... sharing options
  76. 76. Adding badges to your Website Twitter example...(go to
  77. 77. Adding badges to your Website...Twitter example...copy code and paste on your site...
  78. 78. Adding widgets to your Website...Twitter example – customize, copy code, and paste code on site...
  79. 79. Integrating Your Social Web Presence Social Web is an integrated system Most tools are built using similar technologies Make your tools work together using: RSS feeds Widgets & Badges Applications & Plugins Integrate accounts using streamlining tools such as: HootSuite
  80. 80. Integrating Your Social Web Presence Items most commonly integrated: Blogs/RSS Feeds Images/Videos Events Slideshows/Documents Short status updates
  81. 81. Integrating With RSS Feeds: Adding a blog feed to an Amazon Author Central page
  82. 82. Integrating With RSS Feeds: How to find your RSS feeds (more at
  83. 83. Integrating with Widgets & Badges (two YouTube galleries, a Flickr badge, upcoming events, and FriendFeed widget)
  84. 84. Integrating with Applications: LinkedIn Applications Page
  85. 85. Integrating with Applications (Importing 2 blogs and Slideshare presentations into LinkedIn using the BlogLink and SlideShare applications)
  86. 86. Integrating with Plugins (Flickr galleries on WordPress Website Also note the many badges to the right)
  87. 87. Integrating Your Social Web Presence: Social Integration tools There are a number of tools available to help integrate and manage social accounts. Integration tools make it easy for users to update many accounts at once. Caveat: You want to supplement your updates to accounts like Twitter and Facebook with these tools, not replace them. You should keep these accounts dynamic with regular, unique entries.
  88. 88. Integration Tools: tool for making updates to many of your social accounts at once.
  89. 89. Integration Tools: built-in features, you can post to any combination of your accounts...even create custom groups...
  90. 90. Integration Tools: HootSuite...HootSuite is another tool that can assist in making updates to multiple accounts. HootSuite also let's you import RSS feeds, manage Twitter lists, and more
  91. 91. Integration Tools: HootSuite...HootSuite is also a good tool to use for collaborative efforts, and has nice stat tools, too
  92. 92. Creating a Social Media Integration Plan The first step to integration is having a plan. If you just start feeding sites into each other without a plan, you can end up with duplicated content or run into dead ends. We will look at a simple plan...
  93. 93. Creating a Social Media Integration Plan Given any typical Social Web strategy, there are some general areas that can be integrated or streamlined. We will use these general areas to break our plan into tasks: Distributing blogs or RSS feeds Updating social networking status updates and Twitter posts Distributing Images and Video
  94. 94. Creating an Integration Plan For this scenario, imagine we have the following tools in place: Blog Facebook profile Facebook page LinkedIn profile Twitter account Flickr account YouTube account
  95. 95. 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 enter content only one time and in one place, So we create a map for each task (or element) that can be streamlined - rather than for each tool...
  96. 96. Integration Map Distributing Blog/RSS feed:
  97. 97. Integration Map Updating status updates and Twitter posts (this should be done IN ADDITION TO regular entries to each site):
  98. 98. Integration Map Distributing Images:
  99. 99. Integration Map Distributing Video:
  100. 100. Creating an Integration Plan Testing your integration plan: Warn your readers and followers that you are testing a new plan Apologize ahead of time for duplicate entries Test all aspects of your plan by posting test entries, a few times over a period of a couple days (some aspects can take a while to propagate)
  101. 101. Periodically Evaluate What is Working Phase out tools that are not working Integrate & optimize new tools carefully Keep abreast of new features in existing tools Only you know what is working best for your organization... Base success on original goals and baselines
  102. 102. Measuring Success Know your goals Have a baseline Establish a plan for measuring success Don't get overwhelmed by all the “advice” out there – find a couple reliable sources and stick with them... Mashable ReadWriteWeb Slow and methodical is your best approach That, and optimizing as you go...
  103. 103. Measuring Success Know WHAT to measure... Here is a great article listing 100 ways you can measure social media: Not all things on the list will apply to your plan, just pick the ones that do...
  104. 104. Measuring Success: Internal Tools You can start measuring from within many of the tools you already have in place: Facebook Insights WordPress Stats FeedBurner HootSuite
  105. 105. Measuring Success: Internal Tools Facebook Insights
  106. 106. Measuring Success: Internal Tools Facebook Insights
  107. 107. Measuring Success: Internal Tools Blog stats using WordPress and FeedBurner
  108. 108. Measuring Success: Internal Tools Twitter stats using HootSuite
  109. 109. Measuring Success: External Tools Free Tools: Klout ShareThis LiveStream (Beta) Google (still one of the best ways to measure any type of analytics)
  110. 110. Measuring Success: External Tools There are a lot of social metrics and analytics services now, here are a few that have good reps so far from marketing and PR professionals: PostRank Radian 6 JittterJam
  111. 111. Social Media Policies and Guidelines Part of your overall strategy should be company-wide or client-by- client social media guidelines and policies. In addition to the usual “dos and don'ts,” include guidelines for interacting properly on the Web, and proper “Netiquette” Offer lessons in digital ethics, social media engagement, and reflective listening Clearly define delegations and responsibilities Include any regulatory guidelines relevant to your company or client's use of social media or advertising in general Include privacy and security guidelines – don't share anything you would not want published in a newspaper...
  112. 112. While building your own foundation, don't lose track of the foundation the Social Web was built upon... Sharing Interacting Collaborating (in a Transparent and Authentic way)
  113. 113. By Deltina Hay of Dalton Publishing, Social Media Power, and PLUMB Web Solutions Author of: A Survival Guide to Social Media and Web 2.0 Optimization The Social Media Survival Guide (new title, second edition) Video Tutorial Series: Professor, Drury University Graduate level social media certificate course, online Go to Four-week and Eight-week sessions...,