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Five Things to Change in Your Social Media Strategy
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Five Things to Change in Your Social Media Strategy

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Five Things to Change in Your Social Media Strategy Five Things to Change in Your Social Media Strategy Presentation Transcript

  • March Fathom Webinar
  • That’s Sooooo 2011 Facebook Changes, Again? I Should Measure What? Wait, there is an Old Retweet and a New Retweet? The New Rules of Working with Influencers Should I Really Spend Time on [insert trendy new social channel here]
  • Facebook Changes, Again?
  • Facebook in 2011 In early 2011 Facebook pages got a makeover which included tabs moving below the profile picture and the addition of banner photos. Admins were able to start using Facebook as a page to interact with other pages, like, comment, etc. Many pages were building custom tabs and default landing pages to run promotions, add branding, welcome visitors.
  • The Facebook World Today Facebook pages need to be more engaging than ever to gain followers and keep them active. If you want to reach your audience on Facebook, it will be necessary to use sponsored stories. Facebook launched timeline for business pages Increased privacy settings for users
  • Why the Change? As in the past, Facebook page design is following the look of personal profiles.  Timeline allows people and businesses to tell their story, brand their page and highlight what matters Edgerank  Algorithms that allow the News Feed to show you the top, relevant content. Facebook ads will start appearing in newsfeeds as sponsored stories, this will push organic content further down the page making advertising more necessary. Facebook also removed the ability to set a default landing page (tab) on Page Timelines, all visitors land on your timeline.
  • What you should do differently on Facebook Create your business page timeline  Cover Photo  Update tab navigation images  Update custom tabs to the wider 810 pixels  Review your timeline and decide what to feature  Add milestones Fans can now send direct, private messages to pages  Take conversation off the wall if necessary No default landing page but can still link directly to a custom tab Ads can be used to find and engage your target audience, drive traffic to a custom tab Post directly to Facebook.com as much as possible  Rank better than posts from 3rd party applications
  • I Should Measure What?
  • The World In 2011 Let’s track every activity from every channel and determine the success of our social media by the weight of the reporting I want 10,000 Likes! I want 3,000 Followers. I want a Following to Follower ration of pi. Time, effort and money spent on reporting the wrong numbers
  • The World Today• Awareness – Are clients, customers, and those who influence clients and customers talking about my brand?• Interest - Are they engaged with my brand, products and people?• Desire - Are social media programs getting customers and clients into my conversion process?• Action– Am I generating more sales, leads, voters, donors or members from social media communications?
  • Why the Change? ―We can track everything online!‖ – ―What’s the ROI of brushing your teeth?‖—‖No wait, we can track everything‖ We didn’t want more metrics, we wanted more meaningful metrics Technology and mindset are converging to allow us to be smarter about tracking
  • What You Should Do Differently Determine what metrics would make you ecstatic with your social media program Figure out how to track those metrics Don’t just work in a vacuum, look at benchmarking
  • Twitter – Less Bird, more….
  • The Twitterverse in 2011 In the past we were in Twitter metrics overload. Numerous websites provided metrics that measured every single aspect of the twitter experience  Influence, impact, engagement, signal, velocity, generosity, clout and reach 3rd party Twitter tools were preferred to Twitter.com because they offered more functionality and ease of use. Retweets were shared using the old format: RT @username …. Spam accounts were an increasing problem Scheduling tweets was effective and encouraged
  • Twitter Today Twitter launched a major update to their website at the end of 2011  The new design encouraged users to browse and discover more on the website  New interactions tab shows mentions, RTs, follows, list additions Twitter.com supports features that in the past were only provided by 3rd party tools  Retweets, URL shortener, Photo upload Hashtags have become part of the conversation Twitter for customer service Increased emphasis on what is happening now  Tweets per second records set  Super Bowl  Steve Jobs  Tebow
  • Why the change? People are becoming more familiar with Twitter language Twitter had to catch up to keep users on their site Focusing on right (not all) metrics, content, connections that matter Emphasis on keeping the conversation relevant and real
  • What you should do differently Don’t forget to use hashtags and usernames within your conversation Block and report spam Keep the conversation real time  Don’t share old news Don’t start a public mention with @ Use the Twitter retweet unless you want to add personalization or comment, make it easy for others to RT you Scheduling tweets is okay but be sure you know what is scheduled to avoid a Twitter #fail Monitor and respond to all questions and concerns
  • The New Rules of Working with Influencers
  • The World In 2011 There are 2,000,000 blogs talking about home insulation products. Let’s hire an army of PR interns to contact 100 of them with a pitch and an offer.
  • The World Today• Who are the most influential, important and vocal influencers? (Hint: you probably don’t know them.)• How can we develop a relationship between our plan and those influencers?• Transparency on the expectations and the reason• You can Tweet a pitch• Content is real currency, spend it!
  • Why the Change? Bloggers figured it out. They actually knew all along Even mediocre bloggers get too much email True hubs on social media have tremendous reach within their segments
  • What You Should Do Differently Put your efforts into building real and meaningful relationships with influencers and advocates Be transparent, then, be a little more transparent than that It’s not a one and done thing, maintain the relationships on an ongoing basis
  • 2012 Survival Tips
  • Take Your Time Take your time to explore and research new networks before jumping in Don’t force it on new networks Join for a reason  Does it make sense for your business?  Will it make sharing your information easier?  Is your audience using the network?  How will this new network affect your social media presence as a whole?
  • MySpace is Dead MySpace dead  Well maybe not dead but fallen and not for business Too much spam Top Social Networking Sites and Forums By US market share of visits (%), 2008-2011 Source: Experian Hitwise
  • Pinterest Pinterest is highly visual  Sites pinned must have an image or video Make sure you are citing the original source Be an expert Join for a reason  Tips  Ideas  Infographics  Sharing original content
  • Google+ Google+ does impact your SEO  Optimize your Google+ profile  Optimizing your Circles  Format your posts headlines  Create compelling content  Share compelling content  Optimize the +1 button  Confirm ownership of your site/account
  • Spend Time on Facebook People spend LOTS of time on Facebook, and so should you! People spend more time on Facebook than Yahoo, Google and Bing combined Get your brand in front of people where they are spending their time U.S. web users monthly minutes in billions 53.5 billion minutes per month spent on Facebook
  • Mobile Increase of social networking via smartphone devices In the U.S., 64 million smartphone users accessed social networking or blog destinations via their mobile device in December 2011  Increase of 77% from the previous year
  • Summary Build your Facebook Timeline Use Facebook Ads and sponsored stories to reach your audience Track metrics that matter to you Use Twitter language effectively to optimize your posts Build meaningful relationships with influencers and advocates On new social networks, join for a reason
  • Questions? @bbalderaz @dcrebekahwww.fathomdelivers.com Bill Balderaz Rebecca Roebuck President Social Media Manager Fathom Columbus Fathom Columbus