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blog<br />www.social3i.com ||  Seattle Washington<br />School of Visual Concepts<br />Social Media Strategies and Programs...
Agenda<br />9:15		Section 1: Social Media 201 Overview<br /><ul><li>Going past Facebook Walls, Twitter and YouTube
Questions we get asked a lot</li></ul>10:15	Break<br />10:30 	Case Study: RealNetworks - Reality TV, Streaming Video and t...
How RealNetworks has embraced social media as a means to connect with a highly engaged audience.
RealityNation.com
Overview of the Challenges and Opportunities RealNetworks is finding while working with Social Media </li></ul>11:15 	Sect...
Facebook iFrames,
Contests
Facebook/LinkedIn Advertising</li></li></ul><li>WordPress<br />Why Blog?<br />Benefits<br />Best Practices<br />Themes<br ...
WordPress Benefits<br />- Content Management System (Blog + Website)- Community Support- Open Source (Plugins)<br />- Them...
Best Practices<br />Choose Wisely.  Both Themes and Plugins		- Limit Amount of Plugins<br />		- Use Reputable Companies / ...
WordPress Themes<br />Automatic (Company that owns WordPress)<br />ThemeForest.net(Catalog of Themes)WooThemes(Quality Dev...
Useful Plugins<br />Akismet (Spam)All-in-One SEO (Search Engine Optimization)Google XML Sitemaps (SEO)WP Super Cache (Spee...
Facebook<br />Best Practices<br />Posting Strategies <br />EdgeRank<br />Contests & Promotions<br />Tabs (iFrames) <br />A...
Short and Sweet<br />Posts 80 Characters or less in length have 27% Higher engagement rates.<br />Engagement Rates are 3X ...
Post Timing<br />Brands that post outside of business hours have 20% Higher engagement rates.<br />
Day of Week Posting<br />The most effective engagement rates for days of the week varies highly on vertical and industry. ...
Action Keywords<br />Keep It Simple. Fans Follow instructions well.<br />
Promotional Keywords<br />Softer is Better. Fans Follow instructions well.<br />
Interrogative Keywords<br />Don’t Ask Why. Ask Where, When, Would and Should.<br />?<br />Posts that end with a question h...
Facebook EdgeRank<br />Affinity  - How often you interact on Facebook with that particular user<br />Time - How old the pu...
Contests & Promotions<br />
Contests & Promotions<br />Sweepstakes<br />Coupons<br />User Generated Contests (Crowdsourcing)<br />Product Giveaways<br...
Contests & Promotions<br />Prizes<br /><ul><li>Keep the Prize tied to the Contest
Keep it Interesting & Worth their Time
Multiple Winners</li></ul>Viral Myth<br /><ul><li>Status Updates & Interaction Needed
Offline Marketing Integration
Facebook Ads. #1 source. Sent to Contest Page</li></li></ul><li>Contests & Promotions<br />
Contests & Promotions<br />
Contests & Promotions<br />Hosted Contests (Dream Wedding – User Generated) <br />
Contests & Promotions<br />Donations or Payments with Status (Awareness)<br />
Social Advertising – Facebook <br />Choose your audience by location, age and interests.<br />Choose to pay only when peop...
Social Advertising – Twitter <br />“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when...
Social Commerce<br />Social Advertising – LinkedIn <br />Target by Geography, Company, Job Title, Groups, Gender, Age and ...
B2B vs. B2C Usage<br />
Building Ads – Image Optimization Tips<br />Fill Space (Horizontal 110 x 80)<br />Faces (Up-close of faces do well if rele...
Building Ads – Title & Copy Optimization Tips<br />Try One Line<br />Ask Questions & Elicit Reactions (Humor) <br />Short ...
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Part 3 - Social Media Strategies 201 at Seattle's School of Visual Concepts

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Part 3 of the workshop on Social Media, delivered by Social3i to the School of Visual Concepts in May 2011. Topics in this section include social advertising, social commerce, contests and promotions.

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Transcript of "Part 3 - Social Media Strategies 201 at Seattle's School of Visual Concepts"

  1. 1. blog<br />www.social3i.com || Seattle Washington<br />School of Visual Concepts<br />Social Media Strategies and Programs for Marketers - 201 Level<br />Section 3<br />May 18, 2011<br />Andy Boyer & the Social3i Team<br />
  2. 2. Agenda<br />9:15 Section 1: Social Media 201 Overview<br /><ul><li>Going past Facebook Walls, Twitter and YouTube
  3. 3. Questions we get asked a lot</li></ul>10:15 Break<br />10:30 Case Study: RealNetworks - Reality TV, Streaming Video and the Real-Time Web<br /><ul><li>What RealNetworks is doing in the hot online video space right now
  4. 4. How RealNetworks has embraced social media as a means to connect with a highly engaged audience.
  5. 5. RealityNation.com
  6. 6. Overview of the Challenges and Opportunities RealNetworks is finding while working with Social Media </li></ul>11:15 Section 2: How to Use Social Media Analytics and Measurement Tools - Xavier Jimenez <br />12:15 Lunch<br />12:45 Section 3: Advanced Channel Tactics and Execution<br /><ul><li>Advanced Wordpress setup
  7. 7. Facebook iFrames,
  8. 8. Contests
  9. 9. Facebook/LinkedIn Advertising</li></li></ul><li>WordPress<br />Why Blog?<br />Benefits<br />Best Practices<br />Themes<br />Plugins<br />
  10. 10.
  11. 11.
  12. 12.
  13. 13.
  14. 14. WordPress Benefits<br />- Content Management System (Blog + Website)- Community Support- Open Source (Plugins)<br />- Themes<br />
  15. 15. Best Practices<br />Choose Wisely. Both Themes and Plugins - Limit Amount of Plugins<br /> - Use Reputable Companies / Developers<br />Posting Strategies - Develop Voice or Voices (Multiple Authors) - Consistency with Voice and Timing - Write for the Web (bullets, images, video)<br />
  16. 16. WordPress Themes<br />Automatic (Company that owns WordPress)<br />ThemeForest.net(Catalog of Themes)WooThemes(Quality Developer)<br />
  17. 17. Useful Plugins<br />Akismet (Spam)All-in-One SEO (Search Engine Optimization)Google XML Sitemaps (SEO)WP Super Cache (Speed)Disqus (Social Commenting)Google Analytics for WordPress <br />(Track Stats on Authors, Categories, Post Types, etc)<br />
  18. 18. Facebook<br />Best Practices<br />Posting Strategies <br />EdgeRank<br />Contests & Promotions<br />Tabs (iFrames) <br />Applications<br />
  19. 19. Short and Sweet<br />Posts 80 Characters or less in length have 27% Higher engagement rates.<br />Engagement Rates are 3X Higher for Brands that used a full URL<br />
  20. 20. Post Timing<br />Brands that post outside of business hours have 20% Higher engagement rates.<br />
  21. 21. Day of Week Posting<br />The most effective engagement rates for days of the week varies highly on vertical and industry. TEST… TEST… TEST<br />Takeaway  - People are on Facebook when they are not working, or don’t want to be working.<br />
  22. 22. Action Keywords<br />Keep It Simple. Fans Follow instructions well.<br />
  23. 23. Promotional Keywords<br />Softer is Better. Fans Follow instructions well.<br />
  24. 24. Interrogative Keywords<br />Don’t Ask Why. Ask Where, When, Would and Should.<br />?<br />Posts that end with a question have a 15% higher engagement rate.<br />
  25. 25. Facebook EdgeRank<br />Affinity  - How often you interact on Facebook with that particular user<br />Time - How old the published post is, and how the time elapsed between interactions<br />Weight - Past interactions on that particular type of content. Each type is weighted differently.<br />
  26. 26. Contests & Promotions<br />
  27. 27. Contests & Promotions<br />Sweepstakes<br />Coupons<br />User Generated Contests (Crowdsourcing)<br />Product Giveaways<br />Trivia & Quizzes<br />
  28. 28. Contests & Promotions<br />Prizes<br /><ul><li>Keep the Prize tied to the Contest
  29. 29. Keep it Interesting & Worth their Time
  30. 30. Multiple Winners</li></ul>Viral Myth<br /><ul><li>Status Updates & Interaction Needed
  31. 31. Offline Marketing Integration
  32. 32. Facebook Ads. #1 source. Sent to Contest Page</li></li></ul><li>Contests & Promotions<br />
  33. 33. Contests & Promotions<br />
  34. 34. Contests & Promotions<br />Hosted Contests (Dream Wedding – User Generated) <br />
  35. 35. Contests & Promotions<br />Donations or Payments with Status (Awareness)<br />
  36. 36. Social Advertising – Facebook <br />Choose your audience by location, age and interests.<br />Choose to pay only when people click (CPC) or see your ad (CPM).<br />Connect with more than 500 million potential customers.<br />Promote your  Facebook Page or website.<br />
  37. 37. Social Advertising – Twitter <br />“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free.<br />Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”<br />
  38. 38. Social Commerce<br />Social Advertising – LinkedIn <br />Target by Geography, Company, Job Title, Groups, Gender, Age and more.<br />
  39. 39. B2B vs. B2C Usage<br />
  40. 40. Building Ads – Image Optimization Tips<br />Fill Space (Horizontal 110 x 80)<br />Faces (Up-close of faces do well if relevant)<br />Relevancy <br />Branding (Add branding to image, free)<br />Clarity<br />Zoom / Scale<br />Transparent or White Background<br />Contrast with FB Colors (Stand Out)<br />
  41. 41. Building Ads – Title & Copy Optimization Tips<br />Try One Line<br />Ask Questions & Elicit Reactions (Humor) <br />Short can be better<br />Clear with Offering & Why they should care<br />Reason to Click (Coupons, Offers, Giveaways)<br />- #1 People Become Fans is Access to Promotions<br />Personalization in Ad Copy (Geo, Likes & Interests)<br />Tell them to “like” your brand<br />Call to Action<br />Sound like a Human not a Large Corporation<br />
  42. 42. A / B Testing<br /><ul><li>Define Measurement & Goals (Clicks, Fans, Signup, Sales)
  43. 43. Choose a Control (Starting Ad)
  44. 44. Create Test Ads. Change 1 variable (image, headline, etc)
  45. 45. Test Targeting Features
  46. 46. Statistical Significance (100+ clicks vs. 3)
  47. 47. Run Simultaneously
  48. 48. Don’t Assume FB suggested bid is correct
  49. 49. Cost of Ads (Time of Year, Targeting Depth, etc)
  50. 50. Optimize & Repeat!</li></li></ul><li>Social Commerce<br />Facebook Credits<br />“Facebook supports real-world transactions connecting well over 500 million users to the consumption of pretty much anything.”<br />“Facebook credits currently cost $5.00 for 50 credits, and so forth, and can now even be purchased at 7-Eleven, over 20,000 CoinStar machines, Wal-Mart, Best Buy, to name a few.”<br />
  51. 51. Social Commerce<br /><ul><li>Up to 25% of a shopper’s online time is spent on Facebook
  52. 52. 28% of all purchasing in last 6 months influenced by Social Media
  53. 53. The Value of Facebook Fans:
  54. 54. 41% more likely to recommend a brand
  55. 55. 28% more likely to continue using them
  56. 56. Worth on average $136.38 in yearly sales
  57. 57. Spends $71.84 more per year than non Facebook Fans
  58. 58. Nearly 40% of users Fan a brand on Facebook for deals, AND THEN
  59. 59. They are 60% more likely to recommend the brand to friends </li></li></ul><li>Facebook Plugins for your web site<br />http://developers.facebook.com/docs/plugins/<br />
  60. 60. Facebook Plugins for your web site<br />
  61. 61. iFrames & Applications<br />Facebook.com/Developers<br />
  62. 62. iFrames & Applications<br />Facebook.com/Developers<br /><ul><li> Your Design - Own Stylesheets
  63. 63. Dynamic Programming Languages (PHP, Database Pulls, etc)
  64. 64. Analytics - Google Analytics, Website Optimizer
  65. 65. Conversions - Testing, Tracking, Optimizing
  66. 66. eCommerce, Products, Contests - Purchase directly within iFrames</li></li></ul><li>iFrames & Applications<br />Example [Simple] Uses<br />Newsletters / Email CaptureLead Generation FormsProduct PagesLanding & Conversion Pages<br />Contests, Sweepstakes<br />Walled Applications<br />Media Creatives<br />
  67. 67. Thank You<br />Social Commerce Sources: <br />Social Media Today, Wildfire Interactive, Mashable, Ecwid, Forbes, Gartner , Strutta.<br />
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