Social Media 101: Facebook, LinkedIn, Twitter

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Some simple social media marketing tricks on Facebook, LinkedIn and Twitter

Some simple social media marketing tricks on Facebook, LinkedIn and Twitter

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  • 1. Social Media 101 Facebook, LinkedIn and Twitter Scott K. Wilder
  • 2. Introductions
    • Scott K. Wilder – SVP – Social Media Architect, Edelman Digital
      • Currently SVP/Social Media Architect at Edelman – Digital. Founded and managed Intuit’s Small Business Online Community and Social Programs. Before Intuit, Scott was the VP of Marketing and Product Development at Kbtoys / eToys, the founder and director of Borders.com, and held senior positions at Apple, AOL, and American Express. Scott is also a founding Board member of the Word of Mouth Marketing Association. He received graduate degrees from New York University, The Johns Hopkins University and Georgetown University
  • 3. Overview
    • What we will cover:
    This will be a good webinar if….you’ve gained insight into how to optimize your presence on the Big 3 Social Networks
  • 4. A Three Ring Circus
  • 5. Why should you care?
    • You are your own media company
  • 6. The obvious – but the Big 3 dominate
  • 7. Lets take a look at Facebook
  • 8. Facebook – Starting out So much here The Wall Updates Activities
  • 9. Facebook – The obvious and the not so obvious
    • More than 400 million active users
    • 50% of our active users log on to Facebook in any given day
    • More than 35 million users update their status each day
    • More than 60 million status updates posted each day
    • More than 3 billion photos uploaded to the site each month
    • More than 5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
    • More than 3.5 million events created each month
    • More than 3 million active Pages on Facebook
    Source: Facebook
  • 10. Facebook
    • Average User Figures
    • Average user has 130 friends on the site
    • Average user sends 8 friend requests per month
    • Average user spends more than 55 minutes per day on Facebook
    • Average user clicks the Like button on 9 pieces of content each month
    • Average user writes 25 comments on
    Source: Facebook
  • 11. Facebook: Content Matters
    • Your URL -- Name of page: www.facebook.com/scottwilder
      • Can't be changed
      • N eed to have a 100 fans
      • Impact of other URLs
    • Profile Info can impact search results
      • Fill out all information
      • Photos should have captions, events with descriptions.. maybe even discussion forum, important cause all pages are indexable (also important to get users to comment and like your content
      • Use ‘info’ tab for keywords – help with Google too.
      • Photos should have captions, events with descriptions.. maybe even discussion forum, important cause all pages are indexable (also important to get users to comment and like your content)
  • 12. Facebook: Fan Page vs. Group Page debate
      • Source: http://www.allfacebook.com
  • 13. Facebook: Fan Page
    • Plan out your approach – and the intention of keeping some items locked in and some evolving
    • Choose a name for your Fan Page and don’t change it
    • FB will disable generic names (Kleenex)
    • Leverage the ‘About’ text box – with key words / phrases
    • Photos should have captions, events with descriptions – “text is key”
    • Discussion forums create ‘Search engine juice’ cause all pages are indexable (also important to get users to comment and like your content)
    • Google Juice and Facebook Frappe:
      • Link from your home page to your FB page (reputation management -- links like Google) - Inbound links important
      • Profile Page searched by Google.
      • Make sure as much content is open/available to everyone
      • Set Privacy settings to Public (at least double check)
  • 14. Facebook – Successful Marketing Tactics
  • 15. Lets take a look at Twitter
  • 16. Twitter
    • Growth:
      • November 1, 2008: 1 million Tweets
      • November 1, 2009: 5 million Tweets
      • March 4, 2010: 10 million Tweets
      • Check out the Gigatweet.com counter
  • 17. Twitter - What’s the Business Strategy?
    • Twitter is a huge community but the format is quite limited.
    • Companies engage with Twitter in a number of different ways:
      • Evangelistic Engagement
      • Customer Support
      • Brand Management
      • Crisis Management
      • Marketing
    • As will all social networks, search is a secondary mechanism after network building – but your goals will impact how you choose to optimize for search.
  • 18. Twitter
    • Real-Time Publisher
    • Items that could negatively impact your placement on Search Results page
      • Repeatedly posting duplicate or near-duplicate content (links or tweets)
      • Abusing trending topics or hashtags (topic words with a # sign)
      • Sending automated tweets or replies
      • Using bots or applications to post similar messages based on keywords
      • Posting similar messages over multiple accounts
      • Aggressively following and un-following people
    • Some challenges:
      • Finding your Tweet from the past
  • 19. Twitter – Need to Tweet!
    • Goal: Optimizing Your Search Presence
    • Getting your results to the top: Retweet
    • Search is very primitive – creating a recency ordered list with NO relevancy ranking at all
    • Popular Hashtags can get swamped from a search perspective
  • 20. Twitter - Strategy
    • Goal: Optimizing Your Search Presence: Marketing
    • Strategy
      • Go after the mid-tail. Results on secondary terms can often persist for quite some time.
      • The core words for SEO may be totally inappropriate since they are too popular and will be quickly swamped.
      • Test timing carefully – since recency is key.
  • 21. Twitter - Strategy
    • Goal: Optimizing Your Search Presence: Marketing
    • Strategy
      • You can’t own the long tail with your marketing or evangelical teams – but your product teams might be able to…
      • These tweets can last for quite a long time.
  • 22. Lets now take a look at LinkedIn
  • 23. Why use LinkedIn
    • Known as the social network for business
      • Remember few other companies have had success in this area
    • Build your reputation and your brand’s reputation
    • Build your network
    • Great learning platform (via Groups, Answers, etc.)
    • Create Google Juice for SEO
  • 24. LinkedIn - What’s the Business Strategy?
    • LinkedIn is professional networking site – one of it’s main functions is personal job search. This makes it a double-edged sword for businesses.
    • Because LinkedIn is a professional network – participants are generally comfortable getting and distributing business information – it doesn’t have the “content conflicts” that Facebook may.
    • Likely Business Strategy:
      • Optimize access to your public-facing people
      • Optimize job-seeking capabilities
      • Use Groups for professional marketing
  • 25. The Power of ‘Groups’
  • 26. LinkedIn – Power of Groups
  • 27. Building Influence via Answers
  • 28. Keeping Track Of Your Network
  • 29. LinkedIn: Leveraging Search
    • Types of Search
      • People Search
      • Jobs Search
      • News Search
      • Forum Search
      • Group Search
      • Company Search
      • Reference Search
      • Address book Search
      • Answers Search
  • 30. LinkedIn - Search
    • Goal: Optimize Access to your Public Facing people
    • Basics:
      • People Search on LinkedIn is the default option and almost certainly dominates all search on the system
      • Search is keyword based and faceted. It searches all entered fields. Advanced options allow for numerous facets.
  • 31. LinkedIn - Social Advantage
    • Goal: Optimize Access to your Public Facing people
    • Social Advantage
      • LinkedIn suggestions are based on your existing network – so people and companies are surfaced first if you are closely connected.
  • 32. LinkedIn - Strategy
    • Goal: Optimize Access to your Public Facing people
    • Strategy
      • Create a standard for all public-facing sales/marketing/communications employees. Make sure that key fields are filled out (company, website, company info, industry) in a standard fashion and that strategic keywords are used in basic profiles.
      • Make sure your company profile is accurate and has appropriate keywords.
      • Make sure that employees join key groups.
      • Encourage broad networks for the appropriate people.
  • 33. LinkedIn - Basic Facts
    • Goal: Optimize Job-Seeking Capabilities
    • Basics:
      • Linked-In Job Search is keyword based.
      • Listing are posted for 30 days and are not sorted (by default) by listing.
  • 34. LinkedIn - Advantage
    • Goal: Optimize Job Seeking
    • Social Advantage
      • Nearly all LinkedIn Members are open to job postings. You can use your employee networks to get qualified eyeballs on your postings.
  • 35. LinkedIn - Strategy
    • Goal: Optimize Job-Seeking
    • Strategy
      • Keyword Stuff your posts. The search algorithm is basic and rewards heavy density of keywords. Notice that very few listings are shown and since date isn’t the key sort a keyword dense listing will pull many more eyeballs.
      • By default, LinkedIn populates the search with the searchers zip code (assuming they are logged-in). Make sure your job listing is targeted to the area from which you expect the best pull.
      • Make sure you have a corporate image uploaded – it really adds visual snap to the listing.
  • 36. LinkedIn - Basic Facts
    • Goal: Using Groups for Marketing
    • Basics:
      • User Groups are Keyword matched but not sorted by keyword relevance or user group communications.
      • The default sort is by Group Size.
  • 37. LinkedIn - Social Advantage
    • Goal: Using Groups for Marketing
    • Social Advantage
      • Most group sign-ups are social based – so search is definitely a fall-back tool.
  • 38. LinkedIn - Strategy
    • Goal: Using Groups for Marketing
    • Strategy
      • Target secondary core words if there are already large groups in your field.
      • Since this is a “rich-get-richer” search system, aggressive recruitment is definitely rewarded.
  • 39. LinkedIn – External Search
    • External search engines such as Google love LinkedIn (note: Facebook and Twitter are quickly getting the love!)
    • Keyword strategy important:
      • S earch will be done in all profile text including summaries, job descriptions, school names, job titles, 
      • Fill in all fields
      • Consider carefully job titles, descriptions, etc.
    • Links into your page / links externally
  • 40. Influence on Google
  • 41. Summary:
    • Fish where the fish swim – the Big 3 becoming increasingly important
    • Consider the Big 3 as part of your lead generation strategy (and direct sales in some cases)
    • Remember – Google, Bing, etc. are starting to integrate these into their search results
    • Remember—Neither of these platforms do a great job in helping you find old content/posts
    • Plan on Facebook being a walled in experience – where it might not be necessary to visit other sites
  • 42. It’s an overused cartoon now, but it still applies…
  • 43. Thank You.. Questions?
    • Scott K. Wilder
      • [email_address]
      • [email_address]
      • Send me suggestions for future webinar topics