Social Media Infrastructure: Building a Foundation for Success


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Social Media Infrastructure: Building a Foundation for Success

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  • Can’t have set of wheels, engine, etc. without having a frame for the car.

    Your webs
  • - Listening? (via Twitter, blog comments, Facebook...)
    - It’s not just about throwing something out there...must have interaction
    - All comes back to the tools you’ve chosen to use...
  • - Spam-type Twitter accounts don’t work
  • - You can have great viral video, but if there’s no structure behind it, what good will it do?
  • - This is how these methods of social interaction play out in terms of customer service.
  • While it's popular and tempting to say that social media is poised to eliminate core business elements, such as marketing, public relations, or advertising, the truth is that the latest Web tools are simply infrastructure, to be used well.

    More traditional departments in business, and the third party vendors who provide their services, will need to adapt to a changing world, but they aren't going anywhere.
  • - Know your audience - make it memorable to them
  • visual of web hosting
  • - 3 example of filenames. Each using key words in them.
  • spaloofoo
  • - straw, wood, brick
    -Don’t be short-sighted
    - Easy to gain on google by recipricol linking or link buying, but google will eventually find out
    - Build your website with a solid SEO as it’s base
  • - Ants are social insects
    - They walk very slowly and they can only carry a very small piece at once
    - But they work every day, repeating the same motion over and over again, following the same path to their nest
  • Social Media Infrastructure: Building a Foundation for Success

    1. 1. Social Media Infrastructure Building a foundation for success Ryan Welch _ryanwelch Sunday, March 21, 2010
    2. 2. Foundations Website should be your foundation for online presence Integrating other mediums into what you’re doing on your website Twitter YouTube Videos Facebook Blog Points back to website - your “foundation” Determines “content” for social media outlets Your Website Sunday, March 21, 2010
    3. 3. Foundations Content is key (‘king’ as Caroline said) What are you selling? What are you offering people as a value add? Sunday, March 21, 2010
    4. 4. Social Media Marketplace The social media marketplace is now a conversation Are you listening? What are you hearing? From customers directly, keywords, online chatter Listen first - talk (sell) second Mistake: Using social media as a channel rather than conversation Your Organization/Business Conversation Clients Sunday, March 21, 2010
    5. 5. Social Media Marketplace Authenticity and transparency are very important Human element added to digital life People want to interact with real people Sunday, March 21, 2010
    6. 6. Social Media Marketplace Marketplace is now a relationship How committed are you? The value of participating online is the ability to build lasting, meaningful ties. Anything short is a brief "viral success" at best ... and at worst, lost opportunities to maintain and grow a loyal customer base. Sunday, March 21, 2010
    7. 7. Social Media Marketplace Before can take something “viral” - you need a Structure (your website) A plan and a pathway (hopefully many pathways) eMarketing MicroBlogs Social (Twitter) Networking Business RSS, News Website Networking Blogging, Wikipedia Forums Podcasts, Videos, Photos Sunday, March 21, 2010
    8. 8. Social Media Marketplace eMarketing MicroBlogs (Twitter) Selling Social Networking Conversation Client Connection RSS, News Business Networking Delivery Your Story Peer Connection Blogging, Forums Wikipedia Story Telling Information Visual Message Podcasts, Videos, Photos Customer Service Sunday, March 21, 2010
    9. 9. Social vs Traditional Media Traditional media is a one-way street - message only flows one way. Social media will NOT replace traditional media or core business elements Social media is just another way of doing those things (marketing, public relations, advertising, etc.) Mistake: Using traditional marketing tactics in social media Sunday, March 21, 2010
    10. 10. Social vs Traditional Media Social media is not the end-all. It’s simply part of the infrastructure which changes traditional marketing in a way never seen before New communication and promotional tools, to expand on your foundation... Sunday, March 21, 2010
    11. 11. Social Media and Your Site Sunday, March 21, 2010
    12. 12. Sunday, March 21, 2010
    13. 13. Sunday, March 21, 2010
    14. 14. Sunday, March 21, 2010
    15. 15. Website Basics Social Media on Your Site Consider the platform’s elements/standards Twitter: Bird, Facebook: F, LinkedIn: IN Take the time to design it Consider putting it front-and-center Use apps or plugins Remember where your content is showing up Sunday, March 21, 2010
    16. 16. Twitter Feed Sunday, March 21, 2010
    17. 17. Facebook Sunday, March 21, 2010
    18. 18. Social Media Connections Sunday, March 21, 2010
    19. 19. Social Media Connections Sunday, March 21, 2010
    20. 20. In contrast... Sunday, March 21, 2010
    21. 21. Foundation (Website) Basics You want to get start the structure... But How? Sunday, March 21, 2010
    22. 22. Website Basics Domain Name Spelling: If clients can’t spell it, less likely to remember it Buy misspellings Easy to say over phone, in conversation Not too long (max length: 63 char.) Utilize keywords A call to action? Make it memorable Sunday, March 21, 2010
    23. 23. Website Basics Domain Name Re-directs to Sunday, March 21, 2010
    24. 24. Website Basics Domain Name Buy domain name Extensions .com most popular .org if you’re a non-profit or group Sunday, March 21, 2010
    25. 25. Website Basics Web Hosting Basically “renting” space on a server to host your site’s files Your browser connects to Server machine Your machine server and requests a page running a web running a web server The server sends back the browser requested page Server Your Machine E-mail accounts with your domain name suffix Depending on hosting service, you’ll pay around $6-25 per month for basic hosting Sunday, March 21, 2010
    26. 26. Website Basics Photos & Graphics If you don’t have your own, use Sunday, March 21, 2010
    27. 27. Website Basics Information Design Navigation architecture of the site Needs to be completed before design phase Nothing more than basic outline, displayed visually Portland Site Map Global Nav Initiatives News & Events Get Involved About PLF Our Partners Publications Contact Desc. of Overview of List of upcoming Overview of Overview of what Overview/List of Overview of 2 Phone/email & page programs offered events getting involved PLF is about partners pubs they offer contact form Use of DB Sub-pages Program 1 Funding Agents of Change Blog Program 2 Volunteer sign up Impacting Lives E-Newsletter Program 3, etc Board & Staff Footer Provides contact information, direct links all of the above global nav and some sub links Sunday, March 21, 2010
    28. 28. Website Basics Information Design Information you provide will help define goals of the site Site map will help design the site from a structural and design point of view Lots of work up front, but will pay off in the long run Sunday, March 21, 2010
    29. 29. Website Basics Information Design Questions to consider: What is the purpose of your business? What are goals of the site? Short & Long-term? Who are the intended audience of your site? Describe typical viewer. Age group, sex, nationality, education, profession Sunday, March 21, 2010
    30. 30. Website Basics Information Design What other companies have similar businesses to yours? What do their sites look like? Functionality of the site: Forums, calendar, password protection, e- commerce, products, backend database, social media widgets Content Management Systems (CMS) Wordpress, Joomla, Drupal Sunday, March 21, 2010
    31. 31. Website Basics Information Design How will people find your site? Will they be repeat visitors? Advertising Google Facebook Search engines Existing customers Social media tools Sunday, March 21, 2010
    32. 32. Website Basics SEO vs SEM Search Engine Optimization (SEO) process of improving the volume traffic to a web site from search engines via un-paid search results As opposed to Search Engine Marketing (SEM) a form of Internet marketing that seeks to promote websites by increasing their visibility in search engine result pages (SERPs) through the use of paid placement. sources: SEM, SEO Sunday, March 21, 2010
    33. 33. Website Basics SEO vs SEM SEO SEM Paid Inclusion (SEM) Search Engine Result Natural (un-paid) Pages (SEM) results (SEO) 80% click on un-paid results Sunday, March 21, 2010
    34. 34. Website Basics Search Engine Optimization (SEO) SEO takes patience, but will yield results if done correctly SEO = The Tortoise SEM = The Hare Sunday, March 21, 2010
    35. 35. Website Basics Search Engines Overview of Search Engines “Spiders” or “bots” looking for links Build lists of words, notes and where they are located Builds index based on its own system of weighting LINKS are everything! Sunday, March 21, 2010
    36. 36. Website Basics Search Engines Web Spider/Bot Your Website HOME Football Scores Tennis Scoreboard Basketball College Field Professional Photography Yards Video Inches Scores Shoes Teams Basket Grass Media Stands Field Goal Fans Photos Builds list of words & notes where they were found Builds index based Encodes data to on own system of save space weighting Stores data for users to access Sunday, March 21, 2010
    37. 37. Website Basics Google Page Rank Google Page Rank is simply, a rough indication of the popularity of a Web page. A higher PageRank indicates a more popular page. PageRank is a link analysis algorithm used by the Google Internet search engine that assigns a numerical weighting to each element of a linked set of documents on the web with the purpose of "measuring" its relative importance within the set Source: Wiki Sunday, March 21, 2010
    38. 38. Setting up your site for SEO success Sunday, March 21, 2010
    39. 39. Website Basics Keywords Keywords are words that may be used by viewers searching for information Determine the keywords that best describe your site and use them in your content Sunday, March 21, 2010
    40. 40. Website Basics Long-Tail Keywords Long-tail keywords are those low-volume, obscure, infrequently searched-for keywords that turn up in your search query reports. “red Nike mens running shoes” is long-tail “shoes” is not 1-Word Phrases High Cost “shoes” & Competition 2-Word Phrases “mens shoes” More Descriptive Phrases “red Nike mens running shoes” Low Cost & Risk Low probability of High probability conversion of conversion Sunday, March 21, 2010
    41. 41. Website Basics Keywords: Longtail Queries with 4-8 keywords grew YOY 3% to 20% Benefits to Long-tail keywords: can provide significant search volume have less competition than generic keywords more specific, easier to tailor ads to searchers people searching with LT are further along in buying process lower CPCs, higher CTRs and higher conversion rates mean long-tail keywords can be extremely profitable Sunday, March 21, 2010
    42. 42. Website Basics Search Engine Principals Google: “google keyword tool” Google Keyword Research Tool Sunday, March 21, 2010
    43. 43. Sunday, March 21, 2010
    44. 44. Website Basics Site Setup: Filenames Use keywords in filenames: “contact-your-company- name.html” Mistake: Using typical filenames that don’t use keywords. contactus.html or aboutus.html Sunday, March 21, 2010
    45. 45. Website Basics Site Setup: Blog Permalinks NO YES affair-at-the-embassy-suites-in-portland-oregon Changing permalink settings in Wordpress (Lower left hand side of Dashboard) Sunday, March 21, 2010
    46. 46. Website Basics Site Setup: Blog Permalinks Post Title Post URL Sunday, March 21, 2010
    47. 47. Website Basics Site Setup: Blog Permalinks Post URL Post Title Sunday, March 21, 2010
    48. 48. Filenames Sunday, March 21, 2010
    49. 49. Website Basics Site Setup: Page Titles Sunday, March 21, 2010
    50. 50. Website Basics Site Setup: Page Titles Search-friendly (most weight put here) Put something there that is significant Whatever is at beginning of Page Title is most important Sunday, March 21, 2010
    51. 51. Website Basics Keyword Best Friends Home Page (content & keywords) Photography Same Day Edits Wedding Information Wedding Day Questions Wedding Videography Eugene, Oregon Weddings Oregon Weddings Oregon Wedding Photography Wedding Filmmaking Wedding Video Prices Destination Wedding Videos Cabo Wedding Videography Sunday, March 21, 2010
    52. 52. Website Basics Keyword Best Friends “Create Silo Pages” Destination Weddings Same Day Edits Page title, Page title, Content and Content and keywords very keywords very specific to specific to “same “destination day edits” weddings” Home Page Sunday, March 21, 2010
    53. 53. Website Basics Site Setup: Meta Keywords, Descriptions Meta Keywords, Descriptions Order is important - put them at the top, just below “Title” tag in the code Order: Title, Description, Keywords Sunday, March 21, 2010
    54. 54. Website Basics Site Setup: Heading Tags (H1, H2, etc.) Use keywords in your H1 tags Remember you’re writing for humans Use to highlight main subject of your page Use at top of page Don’t overuse H1 tags. Google looks down on too many <H1> tags on a page Sunday, March 21, 2010
    55. 55. Website Basics Site Setup: Body Text Use keywords in the first part of our body text Use as many keywords throughout the body text, but remember to “write for humans” not for the bots and spiders 3-4 keywords per paragraph Use keywords as links: NO “View” or “Watch Video” YES “Canon HF-10 Review Video” Sunday, March 21, 2010
    56. 56. Website Basics Site Setup: Search-Friendly Images Search-friendly Images Use the ALT tag to describe your image Name your images using keywords Instead of: “weddingphoto001.jpg” Use: “same-day-wedding-portland-oregon-01.jpg” Spiders can’t click, they can read Flash sites can’t be indexed Sunday, March 21, 2010
    57. 57. Website Basics Engagement Objects Engagement Object: an element or multimedia component that you can add to your website that is engaging and causes users to interact with your website. Videos Webcomics Photos RSS Feeds Podcasts/Audio Files Polls Macros Maps Graphs/Charts Live Streaming Sunday, March 21, 2010
    58. 58. Website Basics Engagement Objects 120 200 variables to rank sites "I think, that a year from now, we are going to be sitting here saying – ‘if you don’t have video, if you don’t have engagement objects on your website, you are just not going to rank.  It will make you last among equals if you don’t have it.” – Bruce Clay, Sunday, March 21, 2010
    59. 59. Website Basics Video SEO What is Video SEO? It’s an extension of SEO Creating quality, engaging and unique content Publishing content that can be easily indexed by search engines Describing that content in a way that follows best practices for SEO. Source: Sunday, March 21, 2010
    60. 60. Website Basics Video SEO Hosting vs Posting Should we host our videos on our own server or post them to video sharing sites? YES. Sunday, March 21, 2010
    61. 61. Website Basics Video SEO Basic Video SEO Tips (Posting) Consider submitting your videos to multiple video sharing sites (YouTube, Google Video, MSN Video, Vimeo, etc.) Titles are extremely important Put URL at beginning of description Use watermarks on your video Include web address at end of video Sunday, March 21, 2010
    62. 62. Website Basics Get Indexed Submit your site to be indexed: Google Yahoo MSN Sunday, March 21, 2010
    63. 63. Website Basics Metrics Keeping track of your visitors Google Analytics StatCounter Site Meter Web Trends Sunday, March 21, 2010
    64. 64. Sunday, March 21, 2010
    65. 65. Website Basics Wrap Up: SEO Principals The Third Pig Build your site as strong as the third pig’s house Don’t be short-sighted Build your site with solid SEO base Sunday, March 21, 2010
    66. 66. Website Basics Wrap Up: SEO Principals The Ant Factor SEO doesn’t offer instant results Must consistently do small, simple things Sunday, March 21, 2010
    67. 67. Website Basics Wrap Up: SEO Principals LISTEN! Learn from the Crowds Figure out what people want, what they’re looking for, and how they look for it. Use: Google Keyword Research Tool, Twitter search Sunday, March 21, 2010
    68. 68. Website Basics Questions for your web developer How will I manage the content on my site? Can you add widgets to my site? (i.e my Twitter feed/search, Google map, video widgets, etc.) Will people be able to easily share things on my site using ShareThis, AddThis, posting to Facebook, Twitter profiles. How will people interact on my site (add comments, post reviews, share products, ideas, etc.) Sunday, March 21, 2010
    69. 69. Ryan Welch ao green @_ryanwelch Sunday, March 21, 2010