De Paul Presentation Oct2010Presentation Transcript
Getting the Most Out of Social Media DePaul University 10/14/2010
Agenda 10/14/2010 2
Online Marketing Trends 10/14/2010 3
Stats from The Pew Internet Project Nearly half of Americans age 12 and older have a profile on at least one social networking site. 86% of Americans 18-29 use social networks, and the number is growing for Americans 30-49 (61%), 50-64 (47%), and 65+ (26%). Social Media users expected to reach 127 million by end of this year. 10/14/2010 4 http://pewinternet.org/Reports/2010/Online-Product-Research.aspx
Social Media and Education 10/14/2010 5
Facebook 10/14/2010 6 Texas A&M University and Louisiana State University have each garnered more than 2 million “Likes”.
Goal: OSU wanted to: Engage prospective students in conversation to raise awareness, encourage prospective students to request info. and apply for admission, and take advantage of the current economy that is conducive to increased enrollment. Process: Indirectly target prospective students on Facebook by directly targeting current students - Engaging existing students and create a space where students are showing their enthusiasm and love for the university. Results: Total fan count increased 554%, total interactions (wall posts, comments and likes) increased by over 2000%, page views increased 405%, and photo views increased by 448%. Oregon State University Case Study 10/14/2010 7 http://www.anvilmediainc.com/osu-social-media-facebook-fan-page-case-study.htm
Goal: The USC Summer Film Program’s online marketing goals included increasing online visibility and enrollment. Process: Marcel Media implemented an online marketing campaign involving SEO and Paid Search, and Social Media including frequent updates, encouraging user interaction and repeat visitors, and building a community that effectively promoted the brand. Results (Nov 2007 to Jan 2008): Search Results: Total Visits = 51.2% increase. Organic Traffic = 64.8% increase. High Quality Referrals from Social Media Marketing: Facebook: 92 - Myspace: 22 University of Southern California Film School 10/14/2010 8
YouTube 10/14/2010 9 In the YouTube EDU category, Stanford University and MIT each have more than 50,000 subscribers.
Twitter 10/14/2010 10 Harvard University and Stanford University each have between 18,000 – 21,000 followers.
Facebook Trends 10/14/2010 11
Page Browser is simply a collection of Facebook Pages, highlighted through Page photos, that users can sift through to discover and quickly “Like” Pages of interest. Facebook: Page Browser 10/14/2010 12 http://blog.facebook.com/blog.php?post=429987037130
The Facebook Like button,launched in April at f8, Facebook’s developer conference, is now present on roughly 2 million sites around the web, from sports sites to news organizations and more. Facebook: Like Button 13 10/14/2010 http://mashable.com/2010/09/24/facebook-page-browser/
Facebook Markup Language (FBML) 10/14/2010 14
Adding Google Analytics to Facebook 15 10/14/2010
YouTube Trends 10/14/2010 16
YouTubeannounced that it has increased its upload limit from 10 minutes to 15 for non-partners. On the YouTube blog, the video-sharing site explains that it’s been beefing up its copyright protection tools of late, i.e. the Content ID system (which lets copyright holders have more control over their content). Therefore, it’s less likely that users can, say, upload large chunks of movies and TV shows without permission. Note: Facebook allows lengths of up to 20 minutes YouTube: Longer Videos http://mashable.com/2010/07/29/youtube-15-minutes/ 10/14/2010 17
Vimeo Trends 10/14/2010 18
Vimeoconcentrates on original, user generated content. You won't find movie trailers, music videos, sports clips and blooper videos. Vimeois highly popular in the artistic community, it offers widescreen video streams. Vimeo As of March 2010,Vimeo has over 3 million members and an average of more than 16,000 new videos uploaded daily. http://mashable.com/2010/07/29/youtube-15-minutes/ 10/14/2010 19
Vimeo: Education/University Community 10/14/2010 20
Begin with a powerful, creative message You don’t need an expensive crew – use a hand-held recorder. 2. Include branding/logo in your video 3. Create keyword-rich file, detailed tags, titles, and descriptions to identify video topic 4. Create an optimized, branded YouTube channel in a relevant category – Upload on Vimeo as well 5. Track your results Use tools such as: YouTube Insights (user metrics) and TubeMogul (distribution and analytics). 5 Tips for Successful Online Video 10/14/2010 21
Twitter Trends 10/14/2010 22
With its new interface, the Twitter homepage is now a more logical place to advertise than it was before. An analytics dashboard: Rolling out starting in Q4, the dashboard will help Twitter users understand how tweets spread and who is spreading them. Twitter: New Interface 10/14/2010 23
Include Keywords If you tweet a link, read everything in it before you submit. Find the important keywordsand then write a tweet consisting of those alone. Addressing Key People Put a “cc:” at the end of the tweet with your preferred key people mentioned after it. Brand Your Tweets When branding a tweet, you simply make sure that what you tweet also has a hashtag branding on it- 2-3 hashtagsmax. Tips for Successful Tweets 24 10/14/2010
Integrating Social Media Channels 10/14/2010 25
Performance on social platforms should not solely revolve around one negative comment or how many posts are executed. You have to consider the entire social landscape.
Establish your social strategy, including goals and objectives up-front.
All Social Media campaigns must be tracked in order to obtain the most accurate data available for the client.
Populate performance data at the end of every other week
Statistics should also be compared from month-to-month (e.g., “subscriptions are up from 90 last month to 100 this month and eventually year over year”)
Create a data-driven strategy 26 10/14/2010
Feedback (via the site)
Followers (follow something / someone)
Groups (create / join / total number of groups / group activity)
Like this (a simpler form of rating something)
Profile (update profile image,bio, links, etc)
Report spam / abuse
Time spent on key pages
Time spent on site (by source / by entry page)
Total contributors (and % active contributors)
Views (videos, ads, rich images)
Key Performance Indicators 10/14/2010 27
Know your target audience Some users may think that moderation will censor their comments. If the topics related to your company or industry are particularly controversial, this is an important consideration to plan for. Check moderation settings Every social network is different. Make sure to check how much control you can have over what users post or exactly what they’re allowed to post. Post your usage policy Tell your users the purpose of the page, profile or group. For example: “This page is meant to provide product and information updates for the XYZ Company. Any posts that deter from this topic will be removed.” Best Practices for Social Interaction 10/14/2010 28
Tactics 10/14/2010 29
Creating “Superfans” or “Evangelists” 30 10/14/2010 Online Marketing Connect – Beth’s Blog: The Ladder of Love: Growing Facebook Fans
Get people to click “like”!
Post content that inspired conversation
Generate interest and maintain it
Drive interaction and engagement
Increasing Likes on Facebook 31 10/14/2010
Encourage retweetsand share their value – What’s the point of retweeting?
Post links to your twitter profile on other social sites
Use hash tags (#)
Increasing Followers on Twitter 32 10/14/2010
Free social tools that monitor efficiency 10/14/2010 33
HootSuiteis a website and online brand management service, which publishes to websites such as Facebook, Twitter, LinkedIn, Foursquare, MySpace, and WordPress. It is also a Twitter client.
Collaborate with teams
HootSuite 34 10/14/2010
TweetDeck 35 TweetDeck is a free, personal real-time browser, connecting you with your contacts across Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz and more.
Social Mention 36 Social Mention is a free social media search and analysis platform that aggregates user generated content. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc. 10/14/2010
Ping.fm 37 Ping.fmis a free social networking and micro-blogging web service that enables users to post to multiple social networks simultaneously.
Take advantage of Social Media growth and innovations:
Updated Facebook Pages
Adding Google Analytics to Facebook
YouTube Video Length
Twitter’s New Interface
Utilize tools to solidify your overall messaging and always track your efforts! Summary 38 10/14/2010
Kelly Cutler 312.280.1974 email@example.com Patrick Gut 312.255.8044 firstname.lastname@example.org 10/14/2010 39