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

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.

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

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

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

Anvil Media, Inc. Clients

What is SoMe?

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.

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

Social Media Marketing Statistics

Fun Facts
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

Social Media Marketing Statistics
Worldwide unique visitors (June, 2009). Source: comScore
Google Sites: 844 million
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

Source: Universal McCann
World Wide Activities

Social Media Saturation
Source: Universal McCann

Engaging an International Audience
#1: Know the predominant platform & use it.

#2: Speak their language – literally.

#3: Tailor content based on local language & culture.
Clean & Clear on China’s social media powerhouse
QQ.com

Benefits of Social Media
Added Benefits
SEO
ORM
Insights into demographics
Reach initiators
Reach influencers

Where Marketers are Putting Budget

Insights Into Demographics
Choose demographic data based on Facebook and YouTube stats

Insights Into Demographics
Based on demographics data chosen, display advertising recommendations

Insights Into Keywords
Facebook Lexicon

BETA

Retrevo Case Studyw/ Robb Lewis

Lurking & Listening

Lurking and Listening
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

Social Listening Tools
Comprehensive:
Real-Time Alerts :
Influencer ID:
Basic Monitoring:
Tracking:
Sentiment:

Employee Engagement Guidelines
Corporate representatives
Those already active
Everyone encouraged
Sample Guidelines: Intel and IBM
Graph Source: Hutch Carpenter

Employee Engagement: Organizing

Stick to your area of expertise and provide unique, individual perspectives on what's going on at Intel and in the world.
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

Be transparent
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
Bonus Guidelines
Be timely
Be relevant
Be informative
Be entertaining

Twitter

Twitter Overview
Micro blog
140 characters
Mainstream early 2009
Fewer users
High profile abandonment
River, not a lake

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.

Profile Configuration & Optimization
Choose handle/user name
Register other variations
Use multiple to humanize
Logo or photo
ClickableNow background
Optimize bio
Include location and link
Promote for inbound links
Use keywords in Tweet

Content Strategy
What is being said and by whom?
What kind of resources do you have?
What questions can you answer?
What else are people talking about: WhatTheTrend and BingTweets
Use Twitter Advanced Search
Go for the RT or retweet
Balance responses and tweets
Link blog to Twitter

Syndication & Promotion
Syndicate on blog, site, Facebook
Twitter Badge
Promote across all marketing
Add to Twitter directories
Sponsored Tweets
Find friends, make friends
Twitpic, Yfrog & Twitvid
Retweet button
Contests
Coupons

Twitter Analytics
Followers, Retweets, Hashtags
Ow.ly, bit.ly, and BackTweets
Tweetmeme
Custom profile in Google Analytics
Twitalyzer integration with Google Analytics
Omniture’sSiteCatalyst Twitter Plugin

Twitalyzer – What is your influence?

Twitter Tools & Resources
Mobile Apps for on the go
Clients: TweetDeck, Seesmic, Twhirl, TweetR, HootSuite
Search: Twitter Search, TweetScan, Twitterverse
Conversations: Quotably
Aggregation: FriendFeed
Tagging: Hashtag.org
Location: TwitterLocal
Services: CoTweet, TweetLater, Twapps.com, Twitterapps
List of Who to follow

Facebook

Facebook Overview
Personal, Pages, Groups
Personal Portal
Pictures, Video
Recent increase in Boomers
Lake, not a river

Page Configuration & Optimization
Customize via FBML
Set landing page on Facebook
Set landing page off Facebook
Wildfire and Involver
Add all relevant business info

Page Content
Videos & pictures
Events
Discussions & Questions
Reviews
Polls
Contests & giveaways
Coupons
Newsletters
PDF’s & whitepapers
Offline content
Blog and Twitter Syndication
Shoplet from Alvenda

Facebook SEO
Keywords in User Name
Address, City, State, Zip for local
Use “raw link” – don’t attach link
Keywords in photos, event descriptions and discussion forum

Active participation and updating – news feeds
Promote page with an ad
Badge and link from website, signature file, other SoMe profiles
Send gift functionality
Offline promotion
Promote other pages through Favorites

Facebook Advertising
Location
Gender
Age
Education
Relationship status
Workplaces
Keywords

Facebook Analytics
What to track?
Likes
Wall Posts
Comments
Fans & unsubscribed fans
Page views

Tools & Resources
Facebook Connect
Facebook Apps
Blog.facebook.com
Twitter.com/facebook
Insidefacebook.com
Mashable

LinkedIn Overview
Personal & Company Profiles
Groups & Q/A
Build biz via networking

Keywords in User Name
Bio, link to web site
Promote for inbound links
Free apps to enhance profile

Company Profile
New beta feature
Services and statistics
Employees should connect

Content Strategy
Electronic resume
Status updates for freshness
New connections
Recommendations for dimension
Utilize applications

Join a group
Start a group
Request an introduction
Q& A
Advertise

Groups
Monitor activity
Post jobs and news
Manage members

LinkedIn Analytics

Others

YouTube
What: Video sharing site
SoMe: awareness, engagement
SEO: file names, titles, descriptions, tags, Universal Search
Promotion: advertising on site & videos
Metrics: views, ratings, subscribers, comments
Tools: YouTube Insights, TubeMogul

Flickr (Picasa too)
What: Photo sharing site
SoMe: awareness
SEO: file names, titles, descriptions, tags
Metrics: comments, favorites, views
Tools: Flickr Pro Account

Delicious (StumbleUpon too)
What: Social bookmarking tool
See latest trends on what people are reading via tags
Let others see your tags via public profile
SoMe: awareness
SEO: keyword research, citation
Metrics: # people saved, # notes made, types tags & notes
Tools: subscribe to RSS feed for brand and keyword tags

Digg (Reddit too)
What: Social news voting site
See latest trends on what people are reading via Diggs
SoMe: find your influencers, awareness
SEO: citation, do have nofollow tag
Metrics: # diggs, profile views, comments, friends, links
Tools: subscribe to RSS feed for brand and keyword tags

PC World & Macworld Case Studyw/ Alexa Wriggins

Oregon State UniversityCase Study

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

Case Study: Oregon State University
Success:
Coverage from Mashable
EduStyle award
Increase in admissions
Increase in fans, followers, subscribers

Tracking

Social Media Tracking
Google Analytics & WebTrends w/ Radian6
Yahoo Pipes
Tealium
Trendrr
Clicks with Bit.ly or Ow.ly

Custom Filter in Google Analytics

Q&A
Hallie Janssen
Anvil Media, Inc.
hallie@anvilmediainc.com
twitter.com/hallie_janssen
www.anvilmediainc.com

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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. — Presentation Transcript