The Science of Social Branding

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The science portion of the dual presentation: The Art & Science of Social Brand Building at #SearchFest 2016.

Published in: Social Media

The Science of Social Branding

  1. 1. The Science of Social Jennifer Sable Lopez Sr. Director of Community & Audience Moz @jennita
  2. 2. @jennita #SearchFest
  3. 3. $$$$$ @jennita #SearchFest
  4. 4. @jennita #SearchFest
  5. 5. @jennita #SearchFest
  6. 6. @jennita #SearchFest NO
  7. 7. @jennita #SearchFest
  8. 8. @jennita #SearchFest I’M DONE WITH YOU
  9. 9. @jennita #SearchFest Try the Quartz version
  10. 10. Try the Quartz version @jennita #SearchFest
  11. 11. @jennita #SearchFest
  12. 12. @jennita #SearchFest
  13. 13. Quartz has more links, too
  14. 14. When you publish a piece of content
  15. 15. Social Media is key to gaining momentum…
  16. 16. Social traffic after post launch: Feb 2015 Social Media is key to gaining momentum…
  17. 17. Social à Engagement à Links à Traffic February 2016
  18. 18. Social à Engagement à Links à Traffic 2016 Organic traffic 2016 Social traffic
  19. 19. Put your best Social foot forward
  20. 20. @jennita #SearchFest
  21. 21. Awesome, here. @jennita #SearchFest
  22. 22. Awesome, there. @jennita #SearchFest
  23. 23. Awesome, everywhere. @jennita #SearchFest
  24. 24. Make your content do the work at least some of it
  25. 25. Start with Open Graph
  26. 26. OpenGraph code http://ogp.me @jennita #SearchFest
  27. 27. Plugins & things @jennita #SearchFest
  28. 28. Modify your own
  29. 29. Modify for your audience <title> tag No images in post
  30. 30. Modify for your audience Open graph title Open graph image @jennita #SearchFest
  31. 31. Modify for your audience @jennita #SearchFest
  32. 32. Facebook caches OG info @jennita #SearchFest
  33. 33. @jennita #SearchFest Facebook debugger re-caches
  34. 34. Facebook debugger re-caches New image for 2015 New title & description
  35. 35. @jennita #SearchFest Fix other people’s content J Nice image! Hmm but what’s this?
  36. 36. @jennita #SearchFest Run it through FB debugger Same image Hooray! Title & description
  37. 37. LinkedIn pulls from OG
  38. 38. LinkedIn pulls from OG
  39. 39. Enhance with Twitter cards
  40. 40. Regular text tweet @jennita #SearchFest
  41. 41. Summary card (default) Better! @jennita
  42. 42. Summary card large image The winningest! @jennita
  43. 43. Summary card large image Cyrus approved! @jennita
  44. 44. Twitter card code <!-- Twitter card data -->! <meta name="twitter:card" content="summary">! ! <meta name="twitter:site" content="@twitterhandle">! ! <meta name="twitter:creator" content="@AuthorTwitter”> ! ! <meta name="twitter:title" content=”Title specific to Twitter – short works great!">! ! <meta name="twitter:description" content=”Remember this is being shared on Twitter, make it enticing to the FB user.">! ! <meta name="twitter:image" content=”image URL for the image you want to display”>!
  45. 45. Twitter Card Validator https://dev.twitter.com/docs/cards/validation/validator!
  46. 46. Add your site @jennita #SearchFest
  47. 47. Twitter card analytics
  48. 48. Social markup isn’t just code, it’s a creative delivery of the brand
  49. 49. Make it a part of the marketing process
  50. 50. @jennita #SearchFest
  51. 51. @jennita #SearchFest
  52. 52. @jennita #SearchFest
  53. 53. @jennita #SearchFest Email header
  54. 54. @jennita #SearchFest Blog header
  55. 55. @jennita #SearchFest Social assets
  56. 56. @jennita #SearchFest
  57. 57. @jennita #SearchFest
  58. 58. Don’t leave your social branding to chance
  59. 59. The science is as important as the art
  60. 60. Take your tech to the next level
  61. 61. Show off pics better @jennita
  62. 62. Find the best time to post @jennita #SearchFest
  63. 63. Find the best time to post @jennita #SearchFest
  64. 64. When do you get most clicks?
  65. 65. What gets the most clicks? @jennita
  66. 66. What gets the most clicks? @jennita #SearchFest
  67. 67. What type of content works best? @jennita #SearchFest
  68. 68. Measure engagement @jennita #SearchFest
  69. 69. Combining the art & science of social will help your brand soar
  70. 70. Jennifer Sable Lopez Sr. Director of Community & Audience Moz @jennita Thank You!
  71. 71. Tools Mentioned Ø  Bitly Ø  Buffer Ø  FollowerWonk Ø  IFTTT Ø  SproutSocial Ø  TrueSocialMetrics
  72. 72. Resources Ø  Measure Social – http://moz.com/blog/social-engagement-metrics-that-matter Ø  Social Meta Data Templates – http://moz.com/blog/meta-data-templates-123 Ø  IFTTT Recipes for Marketers – http://www.seerinteractive.com/blog/ifttt-recipes-for-marketers Ø  Open Graph – http://ogp.me/ Ø  Twitter Cards – https://dev.twitter.com/cards/overview

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