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#1NLab14: Reintegrations

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Vinu Krishnaswamy, Associate Architect for One North Interactive, gives his take on the best ways to utilize social media in today's realm of digital marketing.

From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1th7nz2.

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#1NLab14: Reintegrations

  1. 1. REINTEGRATIONS Social Media
  2. 2. Vinu Krishnaswamy @vinuchandar
  3. 3. Social Media
  4. 4. Social Media and Website
  5. 5. Social Media and Website
  6. 6. Social Media What to Push? When to Push? What Platforms?
  7. 7. Integrate Website with Social Media • Websites and Social are a huge part of your online brand. • Think about how to better integrate social media into your website – To increase engagement – To bring attention to deserving content that is not getting traffic – Most importantly, to ensure content is presented on social as YOU want it to look!
  8. 8. HOW EASY IS IT TO SHARE ON YOUR WEBSITE?
  9. 9. Integrate Social Into Your Website Do you make it easy to share your content?
  10. 10. HOW DO SOCIAL PLATFORMS HANDLE YOUR CONTENT?
  11. 11. Without Open Graph Tags
  12. 12. Open Graph Tags: Improve Sharing • Open Graph Tags are a set of HTML Meta Tags that Facebook/Twitter/ LinkedIn will use to show cards when sharing content. • Gives marketers a degree of control over how information travels from your website to social sites • Fixes common problems: – Missing thumbnail – Totally different picture than you expected – Copy/content is not how you would like it to appear
  13. 13. With Open Graph Tags Content owner selects the image that is displayed Content owner creates headline and description.
  14. 14. With Open Graph Tags
  15. 15. Open Graph Tags: You Control • Content Type • Site Name • URL • Image • Title • Description
  16. 16. Open Graph Tags • Facebook/LinkedIn follow OG Tags • Twitter adds some extra attributes to support different types of cards, including Gallery and Video.
  17. 17. Examples
  18. 18. Debug Debug using • https://developers.facebook.com/tools/debug • https://cards-dev.twitter.com/validator
  19. 19. • Google+, but WHY? – Play nice. It is the golden goose that lays SEO (albeit, small ones) eggs. – Make sure you take ownership – Research co-relates Search ranking with Google+ shares – Also follows Open Graph Tags Google+
  20. 20. Implementation: Medium Complexity What we do? What is your strategy? – Have it implemented across the site – Start applying tags on pages that are shared the most
  21. 21. ARE YOUR SHARES REACHING YOUR USERS?
  22. 22. Facebook Insights https://www.facebook.com/insights
  23. 23. Facebook Insights • The number of people your post reached • The number of people who clicked your post • The number of people who liked, commented on or shared your post • Paid or boosted results Your immediate network and their friends’ aggregated data is also available
  24. 24. Twitter Analytics https://analytics.twitter.com/
  25. 25. Twitter Analytics
  26. 26. LinkedIn Analytics
  27. 27. Google+ Ripples
  28. 28. HOW DO SEARCH ENGINES FIGURE INTO ALL OF THIS?
  29. 29. Social & Search • Google and Bing are giving more importance to social media. • Google gives importance to Social Reputation and Number of Social Shares in SEO. Reputation matters more than Shares. – Example: New York Times sharing/posting content versus an individual • Bing results automatically show Twitter messages related to your search and displays a person’s twitter profile if you are searching for them. • Search Engines pick up content sooner than if it is not shared
  30. 30. More Google+ • Publisher Tags: Make sure you use them to give your company/firm added boost • Authorship Tags: These aren’t supported anymore • Google Maps: Make sure you connect with it
  31. 31. PERSONALIZATION
  32. 32. Login with Social Media • Removes barrier to register • Gives you access to profile information to follow-up
  33. 33. RECAP
  34. 34. Recap • Make sharing easier • Control what is shared using Open Graph Tags • Do not ignore Google+

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