Social Media Crash Course


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There are dozens of social media tools available to communicators, but just a handful are emerging as the most effective means to reach constituents and influence markets. This seminar is a hands-on, intensive look at three top options: blogs, social networks and microblogs like Twitter. Participants gain insight into how they can optimize the use of these tools to achieve different business objectives.

Published in: Business, Technology, Design

Social Media Crash Course

  1. 1. Social Media Crash Course Paul Gillin IABC World Conference June 10, 2009
  2. 2. Agenda <ul><li>Definitions and concepts </li></ul><ul><li>The new media world </li></ul><ul><li>Factors driving change </li></ul><ul><li>Types of social media </li></ul><ul><li>Matching platform to need </li></ul><ul><li>Blog structure and elements </li></ul><ul><li>Culture of social media </li></ul><ul><li>Building awareness and traffic </li></ul><ul><li>Tracking performance </li></ul><ul><li>Social network concepts </li></ul><ul><li>Types of social networks </li></ul><ul><li>Assessing relevance to your objectives </li></ul><ul><li>Spotlight on Facebook </li></ul><ul><li>Spotlight on Twitter </li></ul>
  3. 3. What’s Changed <ul><li>Cheap technology </li></ul><ul><li>Fast networks </li></ul><ul><li>Google </li></ul><ul><li>“ The Long Tail” </li></ul>Source: Pew Research It’s now cheaper to keep information than it is to throw it away. It’s also easier to publish information than ever before. This is an explosive new combination.
  4. 4. Traditional communications
  5. 5. New reality
  6. 6. Influence Inversion Courtesy Digitas
  7. 7. What is Web 2.0? <ul><li>According to Wired magazine: </li></ul><ul><li>Participation </li></ul><ul><li>Openness </li></ul><ul><li>Conversation </li></ul><ul><li>Community </li></ul><ul><li>Connectedness </li></ul>
  8. 8. The Many Arms of Social Media From Robert Scoble Courtesy RightNow Technologies
  9. 9. Tools at Your Disposal <ul><li>Discussion forums – tactical and impersonal </li></ul><ul><li>Blogs – The online equivalent to publications </li></ul><ul><li>Microblogs – Short, fast and frequent </li></ul><ul><li>Podcasts – Add depth, lose interactivity </li></ul><ul><li>Social networks – Listening posts </li></ul><ul><li>Social bookmarking sites – Drive awareness </li></ul><ul><li>Online video – Flexible but complex </li></ul><ul><li>Search engines – Your traffic engine </li></ul>
  10. 10. Conversations Go Mainstream
  11. 11. Start By Listening Use these tools to mine online conversations and identify prospective customers and communities that are receptive to your message
  12. 12. Business Blogging
  13. 13. What is a blog? <ul><li>“ A user-generated website where entries are made in journal style and displayed in a reverse chronological order.” – </li></ul><ul><li>“ A personal online journal that is frequently updated and intended for general public consumption” – </li></ul><ul><li>“ A way to display information” – P Gillin </li></ul>
  14. 14. Why so popular? <ul><li>Cheap and easy to create and update </li></ul><ul><li>Have distinct personal voice </li></ul><ul><li>Can quickly build traffic through reciprocal links </li></ul><ul><li>Excellent search engine performance </li></ul><ul><li>Modest revenue opportunity </li></ul><ul><li>Simple way to keep notes </li></ul>
  15. 15. What are blogs good for? <ul><li>Timely, frequently updated information </li></ul><ul><li>Multiple media types </li></ul><ul><li>Single voice </li></ul><ul><li>Fixed display </li></ul><ul><li>Flexible organization </li></ul><ul><li>Search engine performance </li></ul>
  16. 16. Speed Advantage
  17. 17. What are they bad for? <ul><li>Random access </li></ul><ul><li>Design flexibility </li></ul><ul><li>Sectional organization </li></ul><ul><li>Multiple voices </li></ul><ul><li>Navigation-intensive sites </li></ul>
  18. 18. International flavor Source: Technorati, April, 2007
  19. 19. Title/Subtitle √ d Headline Subheads Fixed pages RSS feed Search Keywor ds
  20. 20. The 7 types of business blogs <ul><li>CEO blog </li></ul>
  21. 21. The 7 types of business blogs <ul><li>Executive </li></ul><ul><li>blogs </li></ul>
  22. 22. The 7 types of business blogs <ul><li>Group </li></ul><ul><li>blog </li></ul>
  23. 23. The 7 types of business blogs <ul><li>Employee </li></ul><ul><li>blogs </li></ul>
  24. 24. The 7 types of business blogs <ul><li>Advocacy </li></ul><ul><li>blog </li></ul>
  25. 25. The 7 types of business blogs <ul><li>Promotional </li></ul><ul><li>blog </li></ul>
  26. 26. The 7 types of business blogs <ul><li>Advice </li></ul><ul><li>blog </li></ul>
  27. 27. Grass-roots promotion
  28. 28. Blogging success factors <ul><li>A clear, preferably narrow focus </li></ul><ul><li>Frequent updates </li></ul><ul><li>Mix of short, long, light, heavy content </li></ul><ul><li>Aggressive links to other bloggers </li></ul><ul><li>Comments and trackbacks </li></ul><ul><li>Mixed media </li></ul><ul><li>Educate and discover </li></ul><ul><li>Personality </li></ul><ul><li>Prompt for comments </li></ul>
  29. 29. Topic selection <ul><li>Read mainstream media and other bloggers and comment upon them </li></ul><ul><li>Frame events in a new context that reflects your analysis </li></ul><ul><li>Be offbeat and original </li></ul><ul><li>Packaging works: top 10 lists, predictions, best & worst, quick hits </li></ul>
  30. 30. Maximizing Visibility
  31. 31. 25% of SEO is On-Page Visible Source: Hubspot <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text </li></ul><ul><ul><li>Bold </li></ul></ul>
  32. 32. 25% of SEO is On-Page Invisible <ul><li>Description </li></ul>Keywords Alt Images Source: Hubspot
  33. 33. 75% of SEO is Word-of-Mouth
  34. 34. Tricks of the trade <ul><li>Encourage and respond to comments </li></ul><ul><li>Comment elsewhere </li></ul><ul><li>Play reporter </li></ul><ul><li>Serialize </li></ul><ul><li>Use themes </li></ul><ul><li>Give stuff away </li></ul><ul><li>Complement with photos, podcasts & video </li></ul>
  35. 35. Traffic strategies <ul><li>Link internally </li></ul><ul><li>Use consistent domains </li></ul><ul><li>Ask for “link love” </li></ul><ul><li>Promote outbound links </li></ul><ul><li>File a site map </li></ul><ul><li>Register on bookmarking sites </li></ul>
  36. 36. Tracking success <ul><li>Traffic – unique visitors vs. page views </li></ul><ul><li>Technorati rankings </li></ul><ul><li>RSS subscriptions </li></ul><ul><li>Google linkto: and allinanchor: </li></ul><ul><li> and Technorati tags </li></ul><ul><li>Trackbacks </li></ul>
  37. 37. Just One Guy Technorati rank: 714 Technorati fans: 146 Google Indexed pages: 3,760 Alex ranking: Top .17% Inbound links: 10,542 bookmarks: 2,068 New York Times citations: 136 Computerworld citations: 193 InformationWeek citations: 72 Newsletter subscribers: 130,000
  38. 39. Growing Scope
  39. 40. Social Networks
  40. 41. How We Share Influence PRE MEDIA AGE MASS MEDIA AGE SOCIAL MEDIA AGE Consult a professional Readers letters Phone in; TV / Radio Talk to shop worker Personal blog Social network page Widgets Photo sharing site Chat rooms Message boards Video sharing site Comments on blogs Comments on websites Viral emails Wish lists Ratings on retail sites Reviews on retail sites Auction websites Social Bookmarking Chat room Price comparison sites Social shopping sites Talk face to face Consult a professional Readers Letters Phone in; TV / Radio Talk to shop worker Phone call Talk face to face Phone call SMS Email Instant Messenger Talk face to face Talk to shop worker Consumer influence channels Source: Universal McCann Erickson
  41. 42. Essential Elements Profile Friends Groups
  42. 43. New Kids On The Block
  43. 44. Just For Consumers? Think Again Oil & Gas Pros Manufacturing Engineers Farmers Engineers Physicians
  44. 45. <ul><li>Niche markets are: </li></ul><ul><li>Knowledgeable </li></ul><ul><li>Engaged </li></ul><ul><li>Responsive </li></ul><ul><li>Helpful </li></ul><ul><li>Spenders </li></ul>
  45. 46. New Concepts <ul><li>Friend </li></ul><ul><li>Friend in Common </li></ul><ul><li>Follower </li></ul><ul><li>Profile </li></ul><ul><li>Group </li></ul><ul><li>News Feed </li></ul><ul><li>Poke </li></ul><ul><li>Wall </li></ul><ul><li>Connection </li></ul><ul><li>Answer </li></ul><ul><li>App </li></ul><ul><li>Hash tag </li></ul>
  46. 47. Facebook Essentials About Me About Others Interests
  47. 48. Cultivate Community
  48. 49. LinkedIn is All Business Profiles are essential Efficient contact management Recommendations cement relationships
  49. 50. Unique Features Advice is social capital Company research Six degrees of connection
  50. 51. Twitter Appeal
  51. 52. Immediacy & Personality The Office on Twitter Dell Outlet on Twitter
  52. 53. Twitter Essentials Discovery Shared dialogue Conversational efficiency
  53. 54. The New Newspaper?
  54. 55. Put Communities to Work Needs Definition Product Architecture Iterative Development Field Testing Viral Marketing Peer Support Product lifecycle
  55. 56. Engagement Tactics <ul><li>Invite them into the club </li></ul><ul><li>Offer links or small promotions </li></ul><ul><li>Use discounts, giveaways, contests, free trials </li></ul><ul><li>Never edit or censor what they say </li></ul><ul><li>Consider affiliate programs </li></ul>
  56. 57. Conversation Enablers Reinforce Brand Bypass Gatekeepers Create Brand Ambassadors Educate Customers
  57. 58. Community as Content By contributing to the body of knowledge, members gain insights they couldn’t learn from experts alone Personal finance Travel planning Local services Language education Travel planning How-to video
  58. 59. Success Takes Time <ul><li>Daily visits 3X to 4X week 14 average </li></ul><ul><li>Consider spinoffs </li></ul>53+ <ul><li>Make top 10 results for targeted queries </li></ul><ul><li>Traffic becomes self-sustaining </li></ul>40-52 <ul><li>Gain search traction </li></ul><ul><li>Generate inbound links </li></ul>14-39 <ul><li>Build awareness </li></ul><ul><li>Show steady growth </li></ul>1-13 Goal Week
  59. 60. Thank you! Paul Gillin 508-202-9807 [email_address] Now available from Quill Driver Books Read more and order at (And coming in fall, 2008: Secrets of Social Media Marketing…)