Social media 101 and the impact of social search

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A discussion on the basics of Social Media and the larger realm of Digital Marketing and its impact in the coming evolution of social integration into traditional search results.

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Social media 101 and the impact of social search

  1. 1. Jason Dobrolecki SOCIAL MEDIA 101Tuesday, August 21, 12
  2. 2. SOCIAL MEDIA 101 FORGET THE TERM SOCIAL MEDIA It’s just communication that happens online.Tuesday, August 21, 12
  3. 3. DIGITAL STRATEGY 101Tuesday, August 21, 12
  4. 4. WHO’S IN THE ROOM? Who has a personal Facebook page? Active? Whose association or centers have Fan Pages? What are your thoughts on effectiveness or use cases? Who has a personal Twitter account? Whose association or centers have Twitter accounts? Whose association has a blog or other digital media?Tuesday, August 21, 12
  5. 5. WHY DIGITAL MEDIA? More and more people ignore one-way communication and broadcast marketing.Tuesday, August 21, 12
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  8. 8. DIGITAL MEDIA LANDSCAPE EXPLAINED IN BACONTuesday, August 21, 12
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  13. 13. W H AT ’ S T H E “ R I G H T ” WAY T O M A R K E T O N D I G I TA L M E D I A ? There is no “right” way, but there is most certainly a WRONG way. There’s a lot of experimenting going on in this evolving space. Digital space is about relationships treating people as people. Consumers want to know they are interacting with real people behind the brands and are callus to PR Speak and talking point.Tuesday, August 21, 12
  14. 14. THE BASIC STRATEGY 1. Define your voice 2. Develop content pipeline 3. Engage in conversation 4. Build social capital (share and link to others) 5. Be personal and authentic - users reward those brands who promote individual voices Starbucks (multiple twitter accounts with unique voices) Southwest Zappos @garyvee (twitter.com/garyvee)Tuesday, August 21, 12
  15. 15. FACEBOOK The Basics Online venue for friends to connect around commonalities (childhood, school, work, family, brands) It’s like a dinner party at your house. You have close friends, loose ties, and acquaintances, but everyone there you know at some level. The Pros The Cons ➡ Growing resentment of advertising (if ➡ Largest user base done “wrong”) ➡ Organic and Paid Ad means ➡ Large user base of people and ➡ Customizable Fan Pages (to an extent) businesses, thus lots of “noise” ➡ Raffles and Promotions can get good ➡ constant changing of news feed traffic algorithms causes difficulty in placing updates to Fans’ news feedsTuesday, August 21, 12
  16. 16. TWITTER The Basics Short, concise communication with varying degrees of user familiarity. It’s answering the preverbal question “What are you doing right now?” It’s like a business conference. You might know some people, but most of the crowd are complete strangers. You’re there to connect, network and learn from others. You get out of it what you put into it. The Pros The Cons ➡ Large user base, lots of “noise” ➡ Growing resentment to marketing (when ➡ Large user base done “wrong”) ➡ Data mine field (everything is public) ➡ Segment of user base feels “anonymous” ➡ Simple interface and thus can be unreliable and ➡ Can be utilized in creative ways, it’s still predictable. a growing platform ➡ Pliable user experience and expectations ➡ Prominent SPAM issueTuesday, August 21, 12
  17. 17. LINKEDIN The Basics Facebook for Business Professionals The Pros The Cons ➡ Single use for most users (job search ➡ Large and active user base and networking) ➡ Professional, business savvy user base ➡ User base hard to reach with mktg ➡ Highly educated ➡ Not conducive to promos or paid mktg ➡ Value affinity/alumni associations ➡ Opportunity in content driven mktgTuesday, August 21, 12
  18. 18. PINTEREST The Basics New kid on the block. This is a bookmarking service at its core. Users find content with visual references, save these visual cues to their “Pin Board” and share these Bookmarks and Pin Boards with friends on the site or other social media (facebook, twitter, etc) The Pros The Cons ➡ Growing user base ➡ Users spend a significant amount of ➡ Largely untested time using the web interface ➡ We don’t know what works/doesn’t ➡ Currently there is not a lot of noise. ➡ Highly visual, context requires click ➡ Opportunity to test new strategies and thru tactics while the landscape is limited ➡ Unknown sustainability ➡ Overwhelming demo are momsTuesday, August 21, 12
  19. 19. GOOGLE+ The Basics Today: Google’s entry into social media. Attempts to bring aspects of Facebook and Twitter into a single platform for a more complete and customizable experience. Future: Google+ is thought to become the “Hub” of Google’s experience. Google’s full portfolio of products (search, YouTube, Picasa, Docs, AdWords, Blogger, etc) will plug into Google+ as a central hub. The Pros The Cons ➡ Inactive user base (avg 3 minutes a ➡ Large (but largely inactive) user base month) ➡ Those who do use it are highly ➡ Many accounts are activated through committed and satisfied with platform gMail, YouTube, other portfolio ➡ Multimedia integration and leveraging products and aren’t even aware of of Google Portfolio of products (search, Google+ as a platform YouTube, Picasa, etc) ➡ Brand pages are in infancyTuesday, August 21, 12
  20. 20. It’s not about GOOGLE+ the “+” ci al The Basics Today: Google’s entry into social media. Attempts to bring aspects of Facebook and S o Twitter into a single platform for a more complete and customizable experience. h Future: Google+ is thought to become the “Hub” of Google’s experience. c Google’s full portfolio of products (search, YouTube, Picasa, Docs, a r AdWords, Blogger, etc) will plug into Google+ as a central hub. The Pros S e ➡ Large (but largely inactive) user base ➡ Those who do use it are highly ➡ month) The Cons ➡ Inactive user base (avg 3 minutes a Many accounts are activated through committed and satisfied with platform gMail, YouTube, other portfolio ➡ Multimedia integration and leveraging products and aren’t even aware of of Google Portfolio of products (search, Google+ as a platform YouTube, Picasa, etc) ➡ Brand pages are in infancyTuesday, August 21, 12
  21. 21. SOCIAL SEARCH GOOGLE AND GOOGLE+Tuesday, August 21, 12
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  23. 23. SOCIAL SEARCH BING AND FACEBOOKTuesday, August 21, 12
  24. 24. SOCIAL SEARCH BING AND FACEBOOKTuesday, August 21, 12
  25. 25. Jason Dobrolecki S O W H AT ? I H AV E A W E B S I T E . W H Y D O E S T H I S M AT T E R ?Tuesday, August 21, 12
  26. 26. Jason Dobrolecki P U S H S T R AT E G I E S A R E BECOMING LESS EFFECTIVE. WE MUST BE EASY TO FIND. BY ENCOURAGING C O N V E R S AT I O N A N D LEVERAGING THE COMING AGE OF SOCIAL SEARCH.Tuesday, August 21, 12
  27. 27. Jason Dobrolecki KEYS TO ORGANIC SEO IN THE SOCIAL SEARCH ERA Twitter Facebook Google+ Inbound Organic/ Links PPC Search Your Org Outbound Website Links Blog Technical Content/ (site structure) Multimedia Key WordsTuesday, August 21, 12
  28. 28. SOCIAL MEDIA SAFETY TIPTuesday, August 21, 12
  29. 29. Jason DobroleckiTuesday, August 21, 12
  30. 30. ADDITIONAL TOPICS COVERED DURING Q&A Groupon Offers Pilot offer at a single site in Houston Y resulted in nearly 200 sales. 70% redeemed their Groupon. Of that total, 60% became full paying, monthly members. Mobile Websites If you don’t have a mobile website version, or if you thinking of revamping, now is the time to leapfrog the technology. No longer is a mobile site the way forward. New technology is “Responsive Design” where the website layout adapts automatically to the size of the browser (desktop, 10” iPad, 7” Android Tablet, 4-5” Android phones and 3.5” iPhones). The layout, graphics and photos resize automatically to optimize screen real estate and the need to manage multiple sites is eliminated. This also addresses the pressure to develop “Apps” for iOS and Android (and soon to be Windows 8 phones). These responsive design sites, when designed and structured effectively, act as “Web Apps” that are Operating System independent and can be viewed on any device, eliminated the need to create and iPhone app, Android App, Blackberry App and Windows AppTuesday, August 21, 12
  31. 31. ADDITIONAL TOPICS COVERED DURING Q&A References Gary Vaynerchuck - “The Thank You Economy” Examples of Responsive Design sites http://2012.ampersandconf.com/ http://css-tricks.com/ http://2012.newadventuresconf.com/Tuesday, August 21, 12
  32. 32. Jason Dobrolecki facebook.com/Jason.Dobrolecki twitter.com/jdobrolecki linkedin.com/in/jasondobrolecki bit.ly/GoogleJasonDobrolecki jasond@ymcahouston.orgTuesday, August 21, 12

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