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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.

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

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