10/8/10




          Aware, No   Single    Repeat/
Nothing                                      Advocates
           Acti...
10/8/10




500 Billion+ Social Conversations
About Companies Took Place in
2009.




                                    ...
10/8/10




CLOSER TO HOME




Respondent Age
30%
                     18-24
25%
                     25-34
20%           ...
10/8/10




ND & MN Social media spectators
                                                                       100%
  ...
10/8/10




ND & MN Social media creators
                                                                    100%
       ...
10/8/10




 THE NEW INFLUENCERS




The New Influencers
More Than 80% of the Brand Conversations
 Are Created by 16% of th...
10/8/10




     The New Influencers
•  Age = 32-38 (younger than average)
•  Income = $89-$98k (higher than average)
•  Fa...
10/8/10




STRATEGY




                8
10/8/10




            Strategic Planning


          1.  Where is the home base?
          1.  What type of program is t...
10/8/10




    10
10/8/10




    11
10/8/10




    12
10/8/10




    13
10/8/10




Real-life




 WHAT HASN’T WORKED?




                           14
10/8/10




Belkin: Paying for positive reviews.




Honda – Caught Faking It




                                        ...
10/8/10




http://www.youtube.com/watch?v=5YGc4zOqozo or search “United Breaks Guitars”




               Aware, No     ...
10/8/10




WHAT’S AROUND THE
CORNER?




Custom apps and design




                             17
10/8/10




                Consumers go
                mobile.
                 25 Million iPhones
                 Sold...
10/8/10




Social Graph Portability




SM Data Mining
•  WHO – Demographics, location
•  WHAT – Interests, lifestyles, b...
10/8/10




 QR Codes – The New URL




 Augmented Reality




http://www.plugintothesmartgrid.com then click “Augmented R...
10/8/10




THANK YOU.




                 21
10/8/10




THE IMPORTANCE OF
BLOGGING




                        22
10/8/10




Reasons For Blogging
•    SEO (Traffic Driving)
•    Acquisition/Leads
•    Thought Leadership
•    Market/Prom...
10/8/10




WHAT MAKES A GOOD BLOG?




                  Anatomy of a
                  good blog
                  Keywo...
10/8/10




WRITING A BLOG




                 Blogging is
                 publishing




                              ...
10/8/10




Vary content like a magazine
•    Mix trends, how-to and case studies
•    Mix feature length and short
•    M...
10/8/10




Search term selection




               Good search terms




Keyword Selection
Keyword                  Comp...
10/8/10




 You are your headline
 •    120 characters or less
 •    Challenge wisdom
 •    Numbers/lists
 •    Unexpecte...
10/8/10




Tagging




It All Adds Up To Visibility




                                   29
10/8/10




Search best practice reporting




Track success with URL
shorteners




                                     ...
10/8/10




Measurement
What does success look like?
•  Readers
•  Time Spent
•  Inbound Links
•  Comments




 COMMENTING...
10/8/10




                        •  Be fast
                        •  Stay on topic
                        •  Add to ...
10/8/10




THANK YOU.




                 33
10/8/10




THE IMPORTANCE OF
FACEBOOK




                        34
10/8/10




#1 in Total Visits




#2 in Unique Visits




#1 in Time Spent




                          35
10/8/10




        Social Networks Visited
 80%
 70%
                                  Facebook
 60%
 50%                ...
10/8/10




    37
10/8/10




   WHY USE FACEBOOK?




            Strategic Planning


          1.  What type of program is this?
        ...
10/8/10




Ways to use Facebook
•    Customer service
•    Gain customer insight
•    Community of loyalists
•    Enable ...
10/8/10




80/20 rule




                 40
10/8/10




                                          •  Fall fashion
                                                    ...
10/8/10




Custom design




                    42
10/8/10




    43
10/8/10




    44
10/8/10




Community




                45
10/8/10




  ANALYTICS & MEASUREMENT




Metrics
      Awareness               Sales                 Loyalty
•  Web Traffi...
10/8/10




    47
10/8/10




    48
10/8/10




 CONTESTS & PROMOTIONS




Tips for contests
•  Make participation
   easy
•  Have a prize to match
   the eff...
10/8/10




Tips for contests
•  Remember: it’s not viral
   until it is
•  Promote offline and online




Technically you ...
10/8/10




But you can…
  –  Invite fans to interact and then reward them for doing
     so
  –  Use a 3rd party applicat...
10/8/10




Update your status…
•    Strategy first
•    Make it about your fans, not your brand
•    Plan, but be flexible
...
10/8/10




THANK YOU.




                 53
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2010 St. Cloud KNOW Event

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A pdf of the PowerPoint that Libby Hall presented at the 2010 St. Cloud KNOW event held October 7, 2010.

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2010 St. Cloud KNOW Event

  1. 1. 10/8/10 Aware, No Single Repeat/ Nothing Advocates Action Action Enthusiasts 1
  2. 2. 10/8/10 500 Billion+ Social Conversations About Companies Took Place in 2009. 2
  3. 3. 10/8/10 CLOSER TO HOME Respondent Age 30% 18-24 25% 25-34 20% 35-44 15% 45-54 55-64 10% 65-74 5% Over 75 0% AGGREGATE 3
  4. 4. 10/8/10 ND & MN Social media spectators 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65-74 Over 75 Social media spectators 100% Watched a video 90% 80% Viewed pictures 70% Read a blog 60% 50% Read ratings or reviews 40% Read a message board 30% Viewed a document 20% 10% Watched/listened to a podcast 0% Subscribed to an RSS feed AGGREGATE (n = 1,542) 4
  5. 5. 10/8/10 ND & MN Social media creators 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 18-24 25-34 35-44 45-54 55-64 65-74 Over 75 Social media creation 80% Uploaded photos 70% Bookmarked a page/site 60% Uploaded a video 50% Contributed to a message board 40% 30% Commented on a blog 20% Posted ratings/reviews 10% Wrote a blog 0% Created a podcast AGGREGATE (n = 1,542) 5
  6. 6. 10/8/10 THE NEW INFLUENCERS The New Influencers More Than 80% of the Brand Conversations Are Created by 16% of the Online Population These 16% are the Mass Influencers 6
  7. 7. 10/8/10 The New Influencers •  Age = 32-38 (younger than average) •  Income = $89-$98k (higher than average) •  Facebook (62% of brand conversations) •  Ratings/Reviews Sites (32% of conversations) •  Mobile Web (50% usage among influentials) Sorting through all the noise. Uses For Monitoring • Share of Voice (competitive) • Share of Voice (platform) • SM Subject Identification • Category Sentiment • Brand Advocate Identification • Thought Leader Identification • Reputation Management • Crisis Identification • Brand Sentiment 7
  8. 8. 10/8/10 STRATEGY 8
  9. 9. 10/8/10 Strategic Planning 1.  Where is the home base? 1.  What type of program is this? 2.  What is the current support the 2.  What outposts will relationship home base? with the audience? 3.  How does yourcontent will be 3.  What types of audience use added regularly? social media? Tactical Measure Planning 4.  How is the audience going to be 4.  What’s your one thing? activated and not just collected? 5.  How will you be human? 6.  How are you goingmake members 5.  What ways can we to use social the star? media? 6.  Whatwill we make fans aware of the 7.  How does success look like? 8.  Who isbase? home responsible for what? Execution WHAT’S WORKED? 9
  10. 10. 10/8/10 10
  11. 11. 10/8/10 11
  12. 12. 10/8/10 12
  13. 13. 10/8/10 13
  14. 14. 10/8/10 Real-life WHAT HASN’T WORKED? 14
  15. 15. 10/8/10 Belkin: Paying for positive reviews. Honda – Caught Faking It 15
  16. 16. 10/8/10 http://www.youtube.com/watch?v=5YGc4zOqozo or search “United Breaks Guitars” Aware, No Single Repeat/ Nothing Advocates Action Action Enthusiasts 16
  17. 17. 10/8/10 WHAT’S AROUND THE CORNER? Custom apps and design 17
  18. 18. 10/8/10 Consumers go mobile. 25 Million iPhones Sold in 2009 But keep in mind… • Blackberry 65% • iPhone 25% • Android 18% Location Based Services 18
  19. 19. 10/8/10 Social Graph Portability SM Data Mining •  WHO – Demographics, location •  WHAT – Interests, lifestyles, brand affinities •  WHERE – Online hangouts •  WITH WHOM – Friends and associates •  WEIGHT – Online influence 19
  20. 20. 10/8/10 QR Codes – The New URL Augmented Reality http://www.plugintothesmartgrid.com then click “Augmented Reality” in the menu 20
  21. 21. 10/8/10 THANK YOU. 21
  22. 22. 10/8/10 THE IMPORTANCE OF BLOGGING 22
  23. 23. 10/8/10 Reasons For Blogging •  SEO (Traffic Driving) •  Acquisition/Leads •  Thought Leadership •  Market/Promote Something •  Stay Active/Up To Date •  Humanize/Improve Client Relations 23
  24. 24. 10/8/10 WHAT MAKES A GOOD BLOG? Anatomy of a good blog Keyword Rich Title Short Title (URL) Humanizing Photo Descriptive Tagline Obvious Search Connectivity Clear Navigation Credibility Boosters Omni-present bio Images Lots of space Subheads 24
  25. 25. 10/8/10 WRITING A BLOG Blogging is publishing 25
  26. 26. 10/8/10 Vary content like a magazine •  Mix trends, how-to and case studies •  Mix feature length and short •  Mix timely with timeless •  Mix text with video •  Mix positive with negative •  Mix personal with professional •  Find a signature Find Your Signature 26
  27. 27. 10/8/10 Search term selection Good search terms Keyword Selection Keyword Competition Volume College 1,160,000,000 55,600,000 College in Minnesota 94,500,000 60,500 Minnesota Community 928,000 18,100 Colleges 27
  28. 28. 10/8/10 You are your headline •  120 characters or less •  Challenge wisdom •  Numbers/lists •  Unexpected action words •  Keywords Formatting and Writing •  Repeat key words in the body (4x6 times) •  Use H1/H2 Tags •  Include a photo •  Start with a question •  End with a question •  Leave post unfinished •  Take positions •  Answer comments 28
  29. 29. 10/8/10 Tagging It All Adds Up To Visibility 29
  30. 30. 10/8/10 Search best practice reporting Track success with URL shorteners 30
  31. 31. 10/8/10 Measurement What does success look like? •  Readers •  Time Spent •  Inbound Links •  Comments COMMENTING 31
  32. 32. 10/8/10 •  Be fast •  Stay on topic •  Add to the conversation •  Links? Are you ready to blog? •  What do you want to do? •  Who is your audience…specifically? •  What is your blog about? •  Do you have 20 headlines? •  What similar blogs exist? •  How frequently can you commit? •  What does success look like? 32
  33. 33. 10/8/10 THANK YOU. 33
  34. 34. 10/8/10 THE IMPORTANCE OF FACEBOOK 34
  35. 35. 10/8/10 #1 in Total Visits #2 in Unique Visits #1 in Time Spent 35
  36. 36. 10/8/10 Social Networks Visited 80% 70% Facebook 60% 50% LinkedIn 40% Twitter 30% Special Interest 20% Community 10% MySpace 0% AGGREGATE Closer to home 46% of Minnesotans are on Facebook 36
  37. 37. 10/8/10 37
  38. 38. 10/8/10 WHY USE FACEBOOK? Strategic Planning 1.  What type of program is this? 2.  What is the current relationship with the audience? 3.  How does your audience use social media? Tactical Measure Planning 4.  What’s your one thing? 5.  How will you be human? 6.  How are you going to use social media? 7.  What does success look like? 8.  Who is responsible for what? Execution 38
  39. 39. 10/8/10 Ways to use Facebook •  Customer service •  Gain customer insight •  Community of loyalists •  Enable advocates to share your brand •  Thought leadership WHAT MAKES A GOOD FACEBOOK PAGE? 39
  40. 40. 10/8/10 80/20 rule 40
  41. 41. 10/8/10 •  Fall fashion –  Photos/outfits with pieces from retailers –  Photos of mall shoppers with cute outfits •  Behind the scenes/inside info –  New store arrivals –  Behind-the-scenes of commercials •  Sales and coupons –  Retailer coupons –  Mall events like sidewalk sale •  Mall card giveaways –  Weekly reminders to enter –  Post weekly winner Post Post behind-the- Winner Commercial Reminder behind-the- scenes announced starts airing to enter scenes album video Reminder Winner Reminder about announced to enter sidewalk sale Poll Winner question: Post Reminder Sidewalk announced what’s your sidewalk to enter sale fave store? sale coupon Sidewalk Post photo Post poll album Post fall sale results and Reminder fashion Winner coupon to enter collage announced Post “street Winner Reminder fashion” announced to enter video Red = Promotion Blue = offline events Green = other content 41
  42. 42. 10/8/10 Custom design 42
  43. 43. 10/8/10 43
  44. 44. 10/8/10 44
  45. 45. 10/8/10 Community 45
  46. 46. 10/8/10 ANALYTICS & MEASUREMENT Metrics Awareness Sales Loyalty •  Web Traffic •  Web Traffic •  Time Spent on Site •  Followers, Fans, •  Time Spent on Site •  Repeat Visits Friends •  Content acceptance •  Content Acceptance •  Social Mentions rate Rate •  Followers, Fans, •  Interactions Friends •  Repeat Social •  Social Mentions Mentions •  Recommendations and Reviews 46
  47. 47. 10/8/10 47
  48. 48. 10/8/10 48
  49. 49. 10/8/10 CONTESTS & PROMOTIONS Tips for contests •  Make participation easy •  Have a prize to match the effort 49
  50. 50. 10/8/10 Tips for contests •  Remember: it’s not viral until it is •  Promote offline and online Technically you can’t… –  You may not administer any promotion through Facebook, except that you may administer a promotion through the Facebook Platform with our prior written approval –  In the rules of the promotion, or otherwise, you will not condition entry to the promotion upon taking any action on Facebook, for example, updating a status, posting on a profile or Page, or uploading a photo.  You may, however, condition entry to the promotion upon becoming a fan of a Page. –  Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages. 50
  51. 51. 10/8/10 But you can… –  Invite fans to interact and then reward them for doing so –  Use a 3rd party application such as Wildfire or Contest Machine –  Use Twitter, your blog, your website, etc to host a contest and promote it on Facebook 51
  52. 52. 10/8/10 Update your status… •  Strategy first •  Make it about your fans, not your brand •  Plan, but be flexible •  Measure, adjust, repeat Josh Lysne Libby Hall @jlysne @libbyjuju josh.lysne@flintinteractive.com libby.hall@flintinteractive.com 52
  53. 53. 10/8/10 THANK YOU. 53

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