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A How-To Guide to Social MediaAugust 10, 2009<br />Hallie Janssen<br />Vice President<br />503.595.6050x221<br />hallie@an...
Agenda<br />1:00-1:15pm: Introductions and Expectations<br />1:15-1:45pm: Overview of Social Media<br />1:45-2:00pm: How t...
About Instructor<br />Optimized first site in 1998<br />Technology and consumer background<br />Lead agency and in-house t...
About Anvil Media, Inc.<br />Search engine marketing agency<br />Specialize in SEO, PPC & SMM<br />Founded in 2000<br />13...
Anvil Media, Inc. Clients<br />
What is SoMe?<br />
What is Social Media?<br />Definitions:<br />Social = relating to humans and society<br />	i.e. consumers<br />Media = med...
Social Media: Categories<br />Forums: Google Groups<br />Networking: LinkedIn, Facebook<br />Blogs: WordPress, Typepad<br ...
Social Media Marketing Statistics<br />
Social Media Marketing Statistics<br />
Social Media Marketing Statistics<br />
Social Media Marketing Statistics<br />
Fun Facts <br /><ul><li>13 hours of video uploaded on YouTube per min
412 years to view all videos on YouTube
100,000,000 videos viewed on YouTube per day
13,000, 000 articles on Wikipedia
3.6 billion photos on Flickr
3 million Tweets per day
If Facebook were a country – 5th largest</li></li></ul><li>Social Media Marketing Statistics<br />Worldwide unique visitor...
Microsoft Sites: 691 million
Yahoo! Sites: 581 million
Facebook: 340 million
Wikimedia Foundation sites: 303 million
AOL: 280 million
eBay: 233 million
CBS Interactive: 186 million
Amazon: 183 million</li></li></ul><li>Source: Universal McCann<br />World Wide Activities<br />
Social Media Saturation<br />Source: Universal McCann<br />
Engaging an International Audience<br />#1: Know the predominant platform & use it.<br />
Engaging an International Audience<br />#2: Speak their language – literally.<br />
Engaging an International Audience<br />#3: Tailor content based on local language & culture.<br />Clean & Clear on China’...
Benefits of Social Media<br />Added Benefits<br /><ul><li>SEO
ORM
Insights into demographics
Reach initiators
Reach influencers</li></li></ul><li>Where Marketers are Putting Budget<br />
Insights Into Demographics<br />Choose demographic data based on Facebook and YouTube stats<br />
Insights Into Demographics<br />Based on demographics data chosen, display advertising recommendations<br />
Insights Into Keywords<br />Facebook Lexicon<br />
Insights Into Keywords<br />BETA<br />
Insights Into Keywords<br />
Retrevo Case Studyw/ Robb Lewis<br />
Lurking & Listening<br />
Lurking and Listening<br /><ul><li>Brand monitoring: brand, products, key execs
Buzz monitoring: overall noise
Define insights: topic and tone
Define audience: key influencers, demographics
Competitive recon: topic and tone
Industry recon: overall noise</li></li></ul><li>Social Listening Tools<br />Comprehensive:<br />Real-Time Alerts    :<br /...
SM2<br />
Employee Engagement Guidelines<br /><ul><li>Corporate representatives
Those already active
Everyone encouraged
Sample Guidelines: Intel and IBM</li></ul>Graph Source: Hutch Carpenter<br />
Employee Engagement: Organizing<br />
Employee Engagement Guidelines<br /><ul><li>Stick to your area of expertise and provide unique, individual perspectives on...
Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.
Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.
Respect proprietary information and content, and confidentiality.
When disagreeing with others' opinions, keep it appropriate and polite.
Know and follow the Intel Code of ConductFiletype/Size: PDF 596KB and the Intel Privacy Policy</li></li></ul><li>Employee ...
Be judicious
Write what you know
Perception is reality
It’s a conversation
Add value
It’s a responsibility
Create some excitement
Be a leader
Acknowledge mistakes
Pause and then send</li></ul>Bonus Guidelines<br /><ul><li>Be timely
Be relevant
Be informative
Be entertaining</li></li></ul><li>Twitter<br />
Twitter Overview<br /><ul><li>Micro blog
140 characters
Mainstream early 2009
Fewer users
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OMI afternoon workshop at SES 2009 with Hallie Janssen of Anvil Media Inc.

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OMI afternoon workshop at SES 2009 with Hallie Janssen of Anvil Media Inc.

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  • According to Erik Qualman at SearchEngineWatch, his observations of social media use in countries where Facebook is NOT currently the predominant platform, it is quickly moving up in the ranks and becoming more favored. http://searchenginewatch.com/3634522
  • If social media users are frequently talking about your brand or news relevant to your brand in another language, invest resources or enlist the help of an employee who also speaks that language. Following these conversations, regardless of their language, and engaging non-english speakers can give your brand instant credibility with a vast international audience.
  • Google Ad Planner – choosing demographics (should match info from Facebook and YouTube)
  • Google Ad Planner – choosing demographics (should match info from Facebook and YouTube)
  • http://www.web-strategist.com/blog/2009/07/15/three-ways-companies-let-employees-participate-in-the-soical-web/http://bhc3.wordpress.com/2008/12/15/early-companies-deputizing-their-employees-as-brand-managers/
  • http://www.intel.com/sites/sitewide/en_US/social-media.htmhttp://www.ibm.com/blogs/zz/en/guidelines.html
  • http://www.intel.com/sites/sitewide/en_US/social-media.htmhttp://www.ibm.com/blogs/zz/en/guidelines.html
  • Maggiano’s restaurant case study: $100 to gain 2,000 followers
  • http://www.clickz.com/3634090 – Land Rover used hashtags to track campaign metricshttp://omnituretwitteranalytics.com/
  • http://twitterapps.wordpress.com/http://twitter.com/downloadshttp://mashable.com/2009/06/14/twitter-trends-3/
  • http://mashable.com/2009/07/21/facebook-connect-new/
  • http://www.radian6.com/cms/index.php?mact=News,cntnt01,detail,0&cntnt01articleid=117&cntnt01origid=15&cntnt01returnid=37
  • Analytics in general
  • Analytics in general
  • Analytics in general
  • Transcript of "OMI afternoon workshop at SES 2009 with Hallie Janssen of Anvil Media Inc."

    1. 1. A How-To Guide to Social MediaAugust 10, 2009<br />Hallie Janssen<br />Vice President<br />503.595.6050x221<br />hallie@anvilmediainc.com<br />Twitter: @hallie_janssen<br />Anvil Media, Inc. <br />
    2. 2. Agenda<br />1:00-1:15pm: Introductions and Expectations<br />1:15-1:45pm: Overview of Social Media<br />1:45-2:00pm: How to Lurk and Listen<br />2:00-2:30pm: Retrevo Case Study<br />2:30-2:45pm: Twitter<br />2:45-3:00pm: Facebook<br />3:00-3:15pm: LinkedIn<br />3:15-3:30pm: YouTube, Flickr, Digg, delicious, & more<br />3:30-4:00pm: PC World & Macworld Case Study<br />4:00-4:15pm: Oregon State University Case Study<br />4:15-4:30pm: Tracking and Analytics<br />
    3. 3. About Instructor<br />Optimized first site in 1998<br />Technology and consumer background<br />Lead agency and in-house teams<br />Teach courses at Portland State University<br />Lead social media and search engine trainings<br />SEMpdx board member<br />
    4. 4. About Anvil Media, Inc.<br />Search engine marketing agency<br />Specialize in SEO, PPC & SMM<br />Founded in 2000<br />13 employees<br />40 clients<br />PBJ 10th Fastest Growing Company 2007<br />PBJ 10th Most Philanthropic Company 2007<br />
    5. 5. Anvil Media, Inc. Clients<br />
    6. 6. What is SoMe?<br />
    7. 7. What is Social Media?<br />Definitions:<br />Social = relating to humans and society<br /> i.e. consumers<br />Media = medium used to store and deliver information or data<br /> i.e. Wordpress, Twitter, Facebook, Flickr, YouTube, etc <br />Social Media = Internet-based tools for sharing and discussing information among human beings.<br />
    8. 8. Social Media: Categories<br />Forums: Google Groups<br />Networking: LinkedIn, Facebook<br />Blogs: WordPress, Typepad<br />RSS: Bloglines, Newsgator<br />Media Sharing: Flickr, YouTube<br />Bookmarking: Delicious<br />Expert Communities: Yahoo! Answers<br />Wiki: Wikipedia, AboutUs<br />Microblogging: Twitter<br />
    9. 9. Social Media Marketing Statistics<br />
    10. 10. Social Media Marketing Statistics<br />
    11. 11. Social Media Marketing Statistics<br />
    12. 12. Social Media Marketing Statistics<br />
    13. 13. Fun Facts <br /><ul><li>13 hours of video uploaded on YouTube per min
    14. 14. 412 years to view all videos on YouTube
    15. 15. 100,000,000 videos viewed on YouTube per day
    16. 16. 13,000, 000 articles on Wikipedia
    17. 17. 3.6 billion photos on Flickr
    18. 18. 3 million Tweets per day
    19. 19. If Facebook were a country – 5th largest</li></li></ul><li>Social Media Marketing Statistics<br />Worldwide unique visitors (June, 2009).  Source: comScore<br /><ul><li>Google Sites: 844 million
    20. 20. Microsoft Sites: 691 million
    21. 21. Yahoo! Sites: 581 million
    22. 22. Facebook: 340 million
    23. 23. Wikimedia Foundation sites: 303 million
    24. 24. AOL: 280 million
    25. 25. eBay: 233 million
    26. 26. CBS Interactive: 186 million
    27. 27. Amazon: 183 million</li></li></ul><li>Source: Universal McCann<br />World Wide Activities<br />
    28. 28. Social Media Saturation<br />Source: Universal McCann<br />
    29. 29. Engaging an International Audience<br />#1: Know the predominant platform & use it.<br />
    30. 30. Engaging an International Audience<br />#2: Speak their language – literally.<br />
    31. 31. Engaging an International Audience<br />#3: Tailor content based on local language & culture.<br />Clean & Clear on China’s social media powerhouse<br />QQ.com<br />
    32. 32. Benefits of Social Media<br />Added Benefits<br /><ul><li>SEO
    33. 33. ORM
    34. 34. Insights into demographics
    35. 35. Reach initiators
    36. 36. Reach influencers</li></li></ul><li>Where Marketers are Putting Budget<br />
    37. 37. Insights Into Demographics<br />Choose demographic data based on Facebook and YouTube stats<br />
    38. 38. Insights Into Demographics<br />Based on demographics data chosen, display advertising recommendations<br />
    39. 39. Insights Into Keywords<br />Facebook Lexicon<br />
    40. 40. Insights Into Keywords<br />BETA<br />
    41. 41. Insights Into Keywords<br />
    42. 42. Retrevo Case Studyw/ Robb Lewis<br />
    43. 43. Lurking & Listening<br />
    44. 44. Lurking and Listening<br /><ul><li>Brand monitoring: brand, products, key execs
    45. 45. Buzz monitoring: overall noise
    46. 46. Define insights: topic and tone
    47. 47. Define audience: key influencers, demographics
    48. 48. Competitive recon: topic and tone
    49. 49. Industry recon: overall noise</li></li></ul><li>Social Listening Tools<br />Comprehensive:<br />Real-Time Alerts :<br />Influencer ID: <br />Basic Monitoring:<br />Tracking: <br />Sentiment: <br />
    50. 50. SM2<br />
    51. 51. Employee Engagement Guidelines<br /><ul><li>Corporate representatives
    52. 52. Those already active
    53. 53. Everyone encouraged
    54. 54. Sample Guidelines: Intel and IBM</li></ul>Graph Source: Hutch Carpenter<br />
    55. 55. Employee Engagement: Organizing<br />
    56. 56. Employee Engagement Guidelines<br /><ul><li>Stick to your area of expertise and provide unique, individual perspectives on what's going on at Intel and in the world.
    57. 57. Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.
    58. 58. Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.
    59. 59. Respect proprietary information and content, and confidentiality.
    60. 60. When disagreeing with others' opinions, keep it appropriate and polite.
    61. 61. Know and follow the Intel Code of ConductFiletype/Size: PDF 596KB and the Intel Privacy Policy</li></li></ul><li>Employee Engagement Guidelines<br /><ul><li>Be transparent
    62. 62. Be judicious
    63. 63. Write what you know
    64. 64. Perception is reality
    65. 65. It’s a conversation
    66. 66. Add value
    67. 67. It’s a responsibility
    68. 68. Create some excitement
    69. 69. Be a leader
    70. 70. Acknowledge mistakes
    71. 71. Pause and then send</li></ul>Bonus Guidelines<br /><ul><li>Be timely
    72. 72. Be relevant
    73. 73. Be informative
    74. 74. Be entertaining</li></li></ul><li>Twitter<br />
    75. 75. Twitter Overview<br /><ul><li>Micro blog
    76. 76. 140 characters
    77. 77. Mainstream early 2009
    78. 78. Fewer users
    79. 79. High profile abandonment
    80. 80. River, not a lake</li></li></ul><li>Twitter 101<br />Replies: “@” used when you want to respond to someone else’s Tweet.<br />Direct Message: “DM” private message seen only by the person you specify<br />Hashtags: Used to group topics & easily find conversation threads using Twitter Search<br />Retweet: “RT” sharing someone else’s tweet with your own followers<br />URL Shortners: Due to character limits, shrink lengthy URL’s using bit.ly or another service.<br />
    81. 81. Profile Configuration & Optimization<br /><ul><li>Choose handle/user name
    82. 82. Register other variations
    83. 83. Use multiple to humanize
    84. 84. Logo or photo
    85. 85. ClickableNow background
    86. 86. Optimize bio
    87. 87. Include location and link
    88. 88. Promote for inbound links
    89. 89. Use keywords in Tweet</li></li></ul><li>Content Strategy<br /><ul><li>What is being said and by whom?
    90. 90. What kind of resources do you have?
    91. 91. What questions can you answer?
    92. 92. What else are people talking about: WhatTheTrend and BingTweets
    93. 93. Use Twitter Advanced Search
    94. 94. Go for the RT or retweet
    95. 95. Balance responses and tweets
    96. 96. Link blog to Twitter</li></li></ul><li>Syndication & Promotion<br /><ul><li>Syndicate on blog, site, Facebook
    97. 97. Twitter Badge
    98. 98. Promote across all marketing
    99. 99. Add to Twitter directories
    100. 100. Sponsored Tweets
    101. 101. Find friends, make friends
    102. 102. Twitpic, Yfrog & Twitvid
    103. 103. Retweet button
    104. 104. Contests
    105. 105. Coupons</li></li></ul><li>Twitter Analytics<br /><ul><li>Followers, Retweets, Hashtags
    106. 106. Ow.ly, bit.ly, and BackTweets
    107. 107. Tweetmeme
    108. 108. Custom profile in Google Analytics
    109. 109. Twitalyzer integration with Google Analytics
    110. 110. Omniture’sSiteCatalyst Twitter Plugin</li></li></ul><li>Twitalyzer – What is your influence?<br />
    111. 111. Twitalyzer – What is your influence?<br />
    112. 112. Twitter Tools & Resources<br /><ul><li>Mobile Apps for on the go
    113. 113. Clients: TweetDeck, Seesmic, Twhirl, TweetR, HootSuite
    114. 114. Search: Twitter Search, TweetScan, Twitterverse
    115. 115. Conversations: Quotably
    116. 116. Aggregation: FriendFeed
    117. 117. Tagging: Hashtag.org
    118. 118. Location: TwitterLocal
    119. 119. Services: CoTweet, TweetLater, Twapps.com, Twitterapps
    120. 120. List of Who to follow</li></li></ul><li>Facebook <br />
    121. 121. Facebook Overview<br /><ul><li>Personal, Pages, Groups
    122. 122. Personal Portal
    123. 123. Pictures, Video
    124. 124. Recent increase in Boomers
    125. 125. Lake, not a river</li></li></ul><li>Page Configuration & Optimization<br /><ul><li>Customize via FBML
    126. 126. Set landing page on Facebook
    127. 127. Set landing page off Facebook
    128. 128. Wildfire and Involver
    129. 129. Add all relevant business info</li></li></ul><li>Page Content<br /><ul><li>Videos & pictures
    130. 130. Events
    131. 131. Discussions & Questions
    132. 132. Reviews
    133. 133. Polls
    134. 134. Contests & giveaways
    135. 135. Coupons
    136. 136. Newsletters
    137. 137. PDF’s & whitepapers
    138. 138. Offline content
    139. 139. Blog and Twitter Syndication
    140. 140. Shoplet from Alvenda</li></li></ul><li>Facebook SEO<br /><ul><li>Keywords in User Name
    141. 141. Address, City, State, Zip for local
    142. 142. Use “raw link” – don’t attach link
    143. 143. Keywords in photos, event descriptions and discussion forum</li></li></ul><li>Syndication & Promotion<br /><ul><li>Active participation and updating – news feeds
    144. 144. Promote page with an ad
    145. 145. Badge and link from website, signature file, other SoMe profiles
    146. 146. Send gift functionality
    147. 147. Offline promotion
    148. 148. Promote other pages through Favorites</li></li></ul><li>Facebook Advertising<br /><ul><li>Location
    149. 149. Gender
    150. 150. Age
    151. 151. Education
    152. 152. Relationship status
    153. 153. Workplaces
    154. 154. Keywords</li></li></ul><li>Facebook Analytics<br />What to track?<br /><ul><li>Likes
    155. 155. Wall Posts
    156. 156. Comments
    157. 157. Fans & unsubscribed fans
    158. 158. Page views</li></li></ul><li>Tools & Resources<br /><ul><li>Facebook Connect
    159. 159. Facebook Apps
    160. 160. Blog.facebook.com
    161. 161. Twitter.com/facebook
    162. 162. Insidefacebook.com
    163. 163. Mashable</li></li></ul><li>LinkedIn<br />
    164. 164. LinkedIn Overview<br /><ul><li>Personal & Company Profiles
    165. 165. Groups & Q/A
    166. 166. Build biz via networking</li></li></ul><li>Profile Configuration & Optimization<br /><ul><li>Keywords in User Name
    167. 167. Bio, link to web site
    168. 168. Promote for inbound links
    169. 169. Free apps to enhance profile</li></li></ul><li>Profile Configuration & Optimization<br />Company Profile<br /><ul><li>New beta feature
    170. 170. Services and statistics
    171. 171. Employees should connect</li></li></ul><li>Content Strategy<br /><ul><li>Electronic resume
    172. 172. Status updates for freshness
    173. 173. New connections
    174. 174. Recommendations for dimension
    175. 175. Utilize applications</li></li></ul><li>Syndication & Promotion<br />Syndication & Promotion<br /><ul><li>Join a group
    176. 176. Start a group
    177. 177. Request an introduction
    178. 178. Q& A
    179. 179. Advertise</li></li></ul><li>Groups<br /><ul><li>Monitor activity
    180. 180. Post jobs and news
    181. 181. Manage members</li></li></ul><li>LinkedIn Analytics<br />
    182. 182. Others<br />
    183. 183. YouTube<br /><ul><li>What: Video sharing site
    184. 184. SoMe: awareness, engagement
    185. 185. SEO: file names, titles, descriptions, tags, Universal Search
    186. 186. Promotion: advertising on site & videos
    187. 187. Metrics: views, ratings, subscribers, comments
    188. 188. Tools: YouTube Insights, TubeMogul</li></li></ul><li>Flickr (Picasa too)<br /><ul><li>What: Photo sharing site
    189. 189. SoMe: awareness
    190. 190. SEO: file names, titles, descriptions, tags
    191. 191. Metrics: comments, favorites, views
    192. 192. Tools: Flickr Pro Account</li></li></ul><li>Delicious (StumbleUpon too)<br /><ul><li>What: Social bookmarking tool
    193. 193. See latest trends on what people are reading via tags
    194. 194. Let others see your tags via public profile
    195. 195. SoMe: awareness
    196. 196. SEO: keyword research, citation
    197. 197. Metrics: # people saved, # notes made, types tags & notes
    198. 198. Tools: subscribe to RSS feed for brand and keyword tags</li></li></ul><li>Digg (Reddit too)<br /><ul><li>What: Social news voting site
    199. 199. See latest trends on what people are reading via Diggs
    200. 200. SoMe: find your influencers, awareness
    201. 201. SEO: citation, do have nofollow tag
    202. 202. Metrics: # diggs, profile views, comments, friends, links
    203. 203. Tools: subscribe to RSS feed for brand and keyword tags</li></li></ul><li>PC World & Macworld Case Studyw/ Alexa Wriggins<br />
    204. 204. Oregon State UniversityCase Study<br />
    205. 205.
    206. 206. Case Study: Oregon State University<br />Objective:<br />Increase engagement & awareness in creative way<br />Find a low cost way to reach audience<br />Strategy:<br />Engage in all social media forms<br />Test concept before announcing <br />Use crowd sourcing techniques to test<br />Find passionate & affordable talent to manage content<br />Learnings Along the Way:<br />Don’t need an expert on the front lines<br />Already had Facebook presence, had to create second page<br />Already had LinkedIn group, more successful<br />
    207. 207. Case Study: Oregon State University<br />Success:<br />Coverage from Mashable<br />EduStyle award<br />Increase in admissions<br />Increase in fans, followers, subscribers<br />
    208. 208. Tracking <br />
    209. 209. Social Media Tracking<br /><ul><li>Google Analytics & WebTrends w/ Radian6
    210. 210. Yahoo Pipes
    211. 211. Tealium
    212. 212. Trendrr
    213. 213. Clicks with Bit.ly or Ow.ly</li></li></ul><li>Custom Filter in Google Analytics<br />
    214. 214. Custom Filter in Google Analytics<br />
    215. 215. Custom Filter in Google Analytics<br />
    216. 216. Q&A<br />Hallie Janssen<br />Anvil Media, Inc.<br />hallie@anvilmediainc.com<br />twitter.com/hallie_janssen<br />www.anvilmediainc.com<br />
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