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Social Optimization for Small/Medium Business

Social Optimization for Small/Medium Business



Presentation to the Louisville Digital Association on optimizing your social presence, targeting small/medium business.

Presentation to the Louisville Digital Association on optimizing your social presence, targeting small/medium business.



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    Social Optimization for Small/Medium Business Social Optimization for Small/Medium Business Presentation Transcript

    • Op-tuh-muh-zey-shuhnTalking social for business & personal brands 1
    • Topics of Note• LinkedIN• Twitter• Google• Facebook• Connecting the Dots 2
    • LinkedIN 3
    • Topics of Note• Thought Leadership• Insights• Specialization 4
    • “The Networking that matters is helpingpeople achieve their goals, so that overtime, they’ll do the same for you- Seth Godin 5
    • Continued Growth & Expansion 6
    • Thought Leadership• Importance of Groups – Creating & Participating – Research & Learning• Events – Participating – Promoting 7
    • Thought Leadership• Company status updates 8
    • Answers 9
    • Group Insights 10
    • Specialization | Veterans 11
    • Specialization | Alumni 12
    • Specialization | Skills & Expertise 13
    • Twitter 14
    • Topics of Note• Twitter + iOS• Stories 15
    • iOS 16
    • Stories 17
    • Google 18
    • Topics of Note• Changing Face of Search• Google+ for Business 19
    • Panda 2.X Insights• Creating valuable content• Consolidating approximate duplication• Getting rid of exact duplication• Improving usability – Ensuring valuable & engaging UX – Providing easy and useful navigation – Not obscuring content with an vast amount of ads• Working on engagement – Building a site that people want to stay on, link to, return to, share, and otherwise show happiness towards 20
    • Social + Search 21
    • Social + Search 22
    • Google+ for Business• Creating, Sharing – Pages, Hangouts, Circles• Promote – The +1 Button, G+ Icon, Social Plug-ins, Direct Connect• Measurement – Search, Analytics, Ripples 23
    • The +1 Button• G+ Business Page is your “home” for all +1’s• Connect with your consumers• Connect across Google Touchpoints – Search – Display Ads – Video – Mobile – G+ Pages & Sites 24
    • Wild Wild West is Open• Step 1. Reserve your brand page url• Verification issues from jumpstreet – Snippet of code: “Verified Name” – Brand-jacking has occurred 25
    • Features• Circles provide the ability to segment users• Remove unwanted tabs – No videos? OK, remove the tab• Lock posts• Hide follower counts – Helpful as your building a fan base• Add links to About page 26
    • Adwords Social Extension• Connect the Google+ Business Page to Adwords Ads 27
    • Direct Connect• Connecting Google+ Pages to Google Search – Dedicated result vs. the index 28
    • Direct ConnectA page’s eligibility for Google+ Direct Connect isdetermined algorithmically, based on certain signals weuse to help understand your page’s relevancy andpopularity. In addition to this analysis, we look for a linkbetween your Google+ page and your website.To help Google associate this content, be sure to connectyour Google+ page and your website using the Google+badge, or by adding a snippet of code to your site, inaddition to adding your website link to your page. 29
    • Direct Connect 30
    • The Design of Google+• Gmail is live• Expanding to YouTube – Eventually 31
    • Facebook 32
    • Topics of Note• New Advertising Opportunities• Expansion of Open Graph• New Metrics• New User Features• EdgeRank• Mobile 33
    • The Social Platform• Still big, orca big – Global: 800+ million users, – US: 150+ million users, 15% growth over last 12 mos. – The 50% Factor• fCommerce strategies continue to emerge• Continue to work with security & privacy – Consumer trust remains an issue – FBML Apps will stop working on 1/1/2012 34
    • Advertising 35
    • Expanded Premium Ads• Turning post activity into interactive ads 36
    • EdgeRank 37
    • Social Optimization• EdgeRank is the algorithm powering what displays in your newsfeed, think search optimization• Logic is based on objects and edges – Object = Post itself, e.g. text, links, photos – Edge = Action taken on an object, e.g. like, comment, share• Edge score is determined by multiple factors – Affinity between Edge creator and owner of Newsfeed – Weight for Edge type, e.g. links/photos higher than text – Time is the decay factor for how long ago Edge was created 38
    • GraphRank• GraphRank is designed to help users find apps that have been successful with their friends – The more their friends value an app, the more prominently that app will display in their News Feed• Subset of EdgeRank applied to Apps Only – EdgeRank is for Fan Page Owners – Graphrank is for App Developers• Similar calculation to EdgeRank – Affinity, Weight, Time – Interactions which are similar to Edges 39
    • So What?• If you create an App or Brand Page and nobody interacts with it, was it ever created? – EdgeRank and GraphRank are the PageRank of social• Consider all the objects when it comes to activity – Don’t post one photo, post three 40
    • Social Graph 41
    • Deeper Social Integration 42
    • Personalizing Social Interaction• Verbs, Verbs + Nouns – Watching, Reading, Listening, Trying On, Flying, Cooking• Branded applications personalizing social actions – Jason ran – Jason ran 3 miles with Nike+ 43
    • Metrics 44
    • Friend Activity w/Brands 45
    • People Talking About This• User-initiated activity related to a Page – Wall posts, “Liking”, Commenting, S haring a Post, Answering a Question, Mentioning a Page, Check-ins• Importance of “comment- worthy” content• Activity only, not sentiment 46
    • User Features 47
    • User Features | Newsfeed + Ticker Ticker Newsfeed 48
    • Timeline 49
    • Timeline 50
    • Subscribe• Creating the ability to have public Facebook Posts, separate from private conversations 51
    • Mobile 52
    • Mobile• Native Apps – iOS, Android• Mobile Web-Based Apps – HTML 5• Use of Facebook credits in Mobile – In-App, In-Game purchases• Locations Tab 53
    • </Firehose> 54
    • Inventory & Approach Title Description Links 55
    • Aggregators• Option to get info out to all outlets – http://manageflitter.com/plus – +Rob McGee• Consider brand voice/tone matching outlet 56
    • Bringing it all Together1. Your website has never been more important – Let social enhance the experience2. Ensure all dots are connected… – “Not which outlets we use… How well we use them all” – Establish the ecosystem, be proactive in the approach to each channel and how it relates to others (lead vs. support)3. Continue to test – How YOUR users are engaging with you vs. trends – FB Tabs vs. Landing Pages, Ad formats, creative 57
    • Bringing it all Together4. Content is still king – Shift from Impressions/Reach to Action/Engagement – People rarely revisit fan pages on FB5. Clearly defined Calls-to-Action6. Value is critical – Especially before you get to value-add7. Remember your social fundamentals – Be genuine, Be remarkable, Be yourself… 58
    • Be Social 59
    • Branding Forward Projectwww.BrandingForwardProject.com 60
    • Jason Loehr SVP, Strategy & Development jloehr@madpow.net (502) 509-4653 @jloehr http://bit.ly/ldasocialoptimization 61