3. HELLO!
My name is TJ.
I love the Web.
I help people use the Web to connect with their
audience.
I’d like to share some things I know with you.
4. BY THE END OF THIS SESSION
1 Welcome to The Social Web
2 Social media optimization (SMO)
3 A practical approach to SMO strategy
4 Case studies
5 Key takeaways
6. WHERE WE ARE TODAY
• Streamlined designs, simplicity rules
• More intelligent use of multimedia
• E-commerce (for real!)
• Crazy money
• Buzzwords
• Web 2.0, user-generated content, widgets, SEO, etc.
• Silly names
• Flickr, Twitter, Bebo, Yammer, Snipd, Snapily, etc.
8. WHAT’S ALL THIS?
• Blogs
• Social networks
• Social bookmarking
• News/content sharing
• Wikis
• Microblogging
• Image & video sharing
• Many, many more…
…collectively, we call this social media
12. Corporate site
Corporate site
Corporate site
Corporate site
Hate site
Wikipedia entry
3rd party reseller site
3rd party reseller site
Corporate site
Hate site
15. SOCIAL MEDIA CHANGES
Retail
• Amazon has thousands of product ratings and reviews,
unlimited shelf space
Distribution
• Last.fm lets people listen to music for free,
recommends songs based on preferences
Product innovation
• Starbucks listens to feedback from fans and
incorporates suggestions into its business
16. SOCIAL MEDIA CHANGES
Travel
• People trust what strangers have to say about a
destination or a hotel on TripAdvisor
News
• People vote for news they think is most relevant on
Digg
Technical support
• Experts help out each other solve problems on
numerous forums
19. REALITY CHECK
1. Conversations are happening outside your
realm of control
2. People are discussing, complaining,
spreading false information about your
brand
3. No amount of advertising is going to change
the way things are
20. SOCIAL MEDIA OPTIMIZATION
What is it?
• Connecting your web presence with the Social Web
• Using the Social Web to evolve your business
Why is it important?
• Millions of people are creating content for the Social
Web
• Your competitors might already be there
• Your customers have been there for a long time
• If you aren’t there yet, you ought to be
21. SOCIAL MEDIA OPTIMIZATION
How can it help you?
• Manage public relations
• Improve customer service
• Build loyalty
• Collaborate
• Improved networking
• Thought leadership
• Acquire customers
Where do you start?
• By listening in and joining the conversation
23. GETTING STARTED WITH SMO
Know the 3 goals
• Visibility – How easy it is for people to find your
brand online
• Engagement – How relevant and connected your
brand is
• Trust – How trustworthy your brand is in delivering
its value proposition
Do it the right way
• People, Objectives, Strategy, Technology (POST)
24.
25. VISIBILITY
You’re visible if
• Your brand or product/service appears on Google
Top 10 for the right keywords
• People are talking about you on Twitter Search
POST
• People – Anyone who’s looking for something you
may have
• Objectives – Appear for the right keywords
• Strategy – Be as visible (high) as possible
• Technologies – Search engines
26.
27.
28. ENGAGEMENT
Engagement means
• Creating discussion
• Looking for opportunities to add value
• Responding to complaints
• Lots more!
POST
• People – Your target audience
• Objectives – See above
• Strategy – Give interesting/valuable content
• Technologies – Blogs, forums, video, social networks
29.
30.
31. 6,000,000
views in the first week
20 percent increase
in blender sales
videos (people
77 suggest new
things to blend)
32. TRUST
Out of every 100 people
• 94 don’t believe companies tell the truth in their ads
• 76 trust recommendations from friends
• 50 trust online reviews from strangers
POST
• People – Your customers + the people they know
• Objectives – Create positive word of mouth
• Strategy – Listen + deliver a great experience
• Technologies – Ratings & reviews, microblogs,
feedback platforms
33.
34.
35.
36.
37.
38. WHAT TO DO NOW
Know your audience
• Customers, partners, competitors, B2C, B2B, etc.
Objective and Strategy
• Definite measureable goals + ways to achieve them
Technology
• Google Analytics
• Google Alerts
• Blog – WordPress, Blogger, Posterous, Tumblr, etc.
• Social networks – Facebook Page, Twitter (only if for
brand protection)
40. SOCIAL MEDIA KPIS
1. Alerts (register and response rates / by channel / 20. Print page
CTR / post click activity) 21. Ratings
2. Bookmarks (onsite, offsite) 22. Registered users (new / total / active / dormant /
3. Comments churn)
4. Downloads 23. Report spam / abuse
5. Email subscriptions 24. Reviews
6. Fans (become a fan of something / someone) 25. Settings
7. Favourites (add an item to favourites) 26. Social media sharing / participation (activity on key
8. Feedback (via the site) social media sites, e.g. Facebook, Twitter, Digg, etc)
9. Followers (follow something / someone) 27. Tagging (user-generated metadata)
10. Forward to a friend 28. Testimonials
11. Groups (create / join / total number of groups / group 29. Time spent on key pages
activity) 30. Time spent on site (by source / by entry page)
12. Install widget (on a blog page, Facebook, etc) 31. Total contributors (and % active contributors)
13. Invite / Refer (a friend) 32. Uploads (add an item, e.g. articles, links, images,
14. Key page activity (post-activity) videos)
15. Love / Like this (a simpler form of rating something) 33. Views (videos, ads, rich images)
16. Messaging (onsite) 34. Widgets (number of new widgets users / embedded
17. Personalisation (pages, display, theme) widgets)
18. Posts 35. Wishlists (save an item to wishlist)
19. Profile (e.g. update avatar, bio, links, email,
customisation, etc)
41. KEY TAKEAWAYS
1. Website does not equal web presence
2. SMO goals: Visibility, Engagement Trust
3. Do it the right way: POST
4. Appear for what people are looking for
(relevant keywords)
5. Give away valuable / interesting content
6. Listen and deliver a great experience
43. Comments, questions, feedback, or want a
copy of this presentation to impress your boss?
tj.tee@integricity.com
twitter.com/tjtee
facebook.com/tjtee
