The document discusses trends in social media and provides tips for businesses to navigate changing platforms. It covers trends on Facebook like increased video length on YouTube and a new interface on Twitter. The presentation emphasizes establishing goals, mapping out a posting schedule, using analytics to track performance, and integrating across channels. It also provides examples of free social media monitoring tools like HootSuite and SocialMention to help optimize efficiency.

1. Remaining Agile Amidst Seismic
Shifts in the Social Media
Landscape
Kelly Cutler
CEO
Marcel Media

2. Social Outlets – Unlimited Opportunities
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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.
Source: http://pewinternet.org/Reports/2010/Online-Product-Research.aspx
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4. The Challenge with Social Media
The challenge with rapid social adoption lies in creating
consistency with overall engagement and marketing strategies.
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5. Let’s take a look at current trends with social outlets and tips
for how to navigate them.
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6. Agenda
• Facebook Trends & Tactics
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• YouTube Trends & Tactics
2
• Twitter Trends & Tactics
3
• Integrating Social Channels
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5
• Useful Tools
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7. Facebook Trends & Tactics
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8. Facebook: Page Browser
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.
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9. Tactics
Does your page give the info that your market is searching for
• Make sure it does.
Will users recognize your photo/image thumbnail?
Add content to your page that users can actually like!
Add Google Analytics to your page.
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10. Facebook: Like Button
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.
Source:
http://mashable.c
/2010/09/24/faceb
k-page-browser/
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11. Facebook Markup Language (FBML)
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12. Increasing Likes on Facebook
• Provide incentives
• Post content that inspired conversation
• Generate interest and maintain it
• Drive interaction and engagement
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13. Adding Google Analytics to Facebook
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14. YouTube Trends & Tactics
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15. YouTube: Longer Videos
YouTube announced 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
Source: http://mashable.com/2010/07/29/youtube-15-minutes/
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16. 5 Tips for Successful Online Video
1. 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
5. Track your results
Use tools such as: YouTube Insights (user metrics) and TubeMogul
(distribution and analytics).
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17. Twitter Trends
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18. Twitter: New Interface
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.
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19. Tips for Successful Tweets
Include Keywords
If you tweet a link, read everything in it before you submit. Find the
important keywords and 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 hashtags max.
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20. Increasing Followers on Twitter
• Encourage retweets and share their value – What’s the point of
retweeting?
• Post links to your twitter profile on other social sites
• Use hash tags (#)
• Tweet photos
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21. Tools to Monitor Twitter
Tweetbeep
• Tracks conversations which mention your company
Thummit
• Provides an analysis based on Twitter conversations
Tweetmeme
• Tracks and analyzes popular links on Twitter
TwitterFriends
• Tracks your interactions
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22. Integration Social Channels
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23. Create a data-driven strategy
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”)
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24. Mapping it out – Create a Posting Schedule
• Create a Social Media posting schedule that will allow you to plan
& monitor your social media activities throughout the year.
• Enter your monthly social media activities by channel (Networks,
Blogs, etc.)
• Review & print a summary of all activities in the "Social Media
Activities Summary" tab (this will populate automatically)
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25. KPIs for Social Media
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26. Key Performance Indicators
• Comments
• 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)
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27. Tips for moderation and interaction
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28. Best Practices
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.”
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29. Free social tools that monitor efficiency
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30. HootSuite
HootSuite is 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.
• Spread messages
• Monitor conversations
• Collaborate with teams
• Track results
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31. TweetDeck
TweetDeck is a free,
personal real-time
browser, connecting
you with your contacts
across Twitter,
Facebook, MySpace,
LinkedIn, Foursquare,
Google Buzz and more.
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32. Social Mention
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.
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33. Ping.fm
Ping.fm is a free social
networking and micro-blogging
web service that enables users
to post to multiple social
networks simultaneously.
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34. Key Takeaways
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35. Summary
Take advantage of Social Media growth and innovations:
•Updated Facebook Pages
•Facebook “Likes”
•Adding Google Analytics to Facebook
•YouTube Video Length
•Twitter’s New Interface
Utilize tools to solidify your overall messaging and always track
your efforts!
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36. Speaker Contact Info
Kelly Cutler Speaker Photo
• kelly@marcelmedia.com
• 312.280.1974
• Linkedin.com/kellycutler
Thank You!
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