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SOCIAL MEDIA BOOTCAMP
IN THE BEGINNING
IN THE BEGINNING        • Publicize URL
IN THE BEGINNING        • Publicize URL        • Listed in directories
IN THE BEGINNING        • Publicize URL        • Listed in directories        • Write SEO content
IN THE BEGINNING        •   Publicize URL        •   Listed in directories        •   Write SEO content        •   Paid se...
IN THE BEGINNING        • Publicize URL        • Listed in directories        • Write SEO content        • Paid search res...
ENTER: BLOGS
BLOGS  • Could replace main    site, or supplement
BLOGS  • Could replace main    site, or supplement  • Site marketing    techniques still apply
BLOGS  • Could replace main    site, or supplement  • Site marketing    techniques still apply  • *Improved reach via    R...
BLOGS  • Could replace main    site, or supplement  • Site marketing    techniques still apply  • *Improved reach via    R...
BLOGS  • Could replace main    site, or supplement  • Site marketing    techniques still apply  • *Improved reach via    R...
ENTER: SOCIAL MEDIA
MEET JONAH PERETTI   ON CHARLIE ROSE APRIL 19, 2012
C0-FOUNDER of HUFFPO
FOUNDER OF BUZZFEED
EVOLUTION OF ONLINE         BEHAVIORPORTAL ERA
EVOLUTION OF ONLINE         BEHAVIORPORTAL ERA             SEARCH ERA
EVOLUTION OF ONLINE         BEHAVIORPORTAL ERA                SOCIAL ERA             SEARCH ERA
SOCIAL ERA     • Social has become the       new starting point
SOCIAL ERA     • Social has become the       new starting point     • Shift from Google world       view where everything ...
SOCIAL ERA     • Social has become the       new starting point     • Shift from Google world       view where everything ...
HUFFPO: SEARCH, SEO
BUZZFEED: LOL, WTF
UPWORTHY!
THE BIG TWO
SOCIAL MEDIA      • Everyone is on equal        footing, comment 2        comment
SOCIAL MEDIA      • Everyone is on equal        footing, comment 2        comment      • Become member of a        community
SOCIAL MEDIA      • Everyone is on equal        footing, comment 2        comment      • Become member of a        communi...
SOCIAL MEDIA      • Everyone is on equal        footing, comment 2        comment      • Become member of a        communi...
TWITTER   • Microblog (140     Characters)     links, hashtags, etc.
TWITTER   • Microblog (140     Characters)     links, hashtags, etc.   • Simple & Public
TWITTER   • Microblog (140     Characters)     links, hashtags, etc.   • Simple & Public   • Broadcast from one-to-     many
TWITTER   • Microblog (140     Characters)     links, hashtags, etc.   • Simple & Public   • Broadcast from one-to-     ma...
YOUR PROFILE
TWITTER PROFILE
TWITTER PROFILE
TWEETING
TWEETS• One rule to follow which is difficult to break  with 140 character limit
TWEETS• One rule to follow which is difficult to break  with 140 character limit• Keep it simple!
SAMPLE TWEETS   CONTENT TWEET:
SAMPLE TWEETS   TARGETED TWEET:
WHEN, HOW MUCH?
WHEN TO TWEET?   STUDY BY: DAN ZARELLA
TWEET HOW OFTEN?
WHAT DAY OF THE WEEK?
WHAT TIME OF THE DAY?
TAKEAWAYS• Best time to tweet Noon – 6 PM
TAKEAWAYS• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4
TAKEAWAYS• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4• Best day to tweet midweek and weekends
WHO TO FOLLOW
FOLLOWING    • ID your target audience
FOLLOWING    • ID your target audience       – Rarefied, elite         strata, especially journos         and policy maker...
FOLLOWING    • ID your target audience       – Rarefied, elite         strata, especially journos         and policy maker...
FOLLOWING    • ID your target audience       – Rarefied, elite         strata, especially journos         and policy maker...
FOLLOWING    • How many ppl you can      follow depends on how      many followers you have    • 2,000 is the limit, unles...
FOLLOWING JOURNOS
FOLLOWING JOURNOS
FOLLOWING JOURNOS
FOLLOWING JOURNOS
FOLLOWING JOURNOS• List building: you can only have up to 20 Lists
FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold
FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold  – Targeted twee...
FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold  – Targeted twee...
FACEBOOK IS KING
FACEBOOK IS KING        • Varied content          (links, videos, images, u          pdates)
FACEBOOK IS KING        • Varied content          (links, videos, images, u          pdates)        • Distinct Pages for b...
FACEBOOK IS KING        • Varied content          (links, videos, images, u          pdates)        • Distinct Pages for b...
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
PAGE BUILDING TIPS• Make your banner image compelling (shots of people  – faces in particular – are better). Try changing ...
PAGE BUILDING TIPS• Make your banner image compelling (shots of people  – faces in particular – are better). Try changing ...
PAGE BUILDING TIPS• Make your banner image compelling (shots of people  – faces in particular – are better). Try changing ...
PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter  feed, etc. Default tabs include Likes, M...
PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter  feed, etc. Default tabs include Likes, M...
PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter  feed, etc. Default tabs include Likes, M...
POSTING TIPS
HOW NOT TO POST
HOW NOT TO POST
HOW NOT TO POST
HOW NOT TO POST
HOW NOT TO POST
HOW TO POST BETTER
HOW TO POST BETTER
HOW TO POST BETTER
HOW TO POST BETTER
WHEN, HOW MUCH?
WHAT DAY TO POST?    STUDY BY: DAN ZARELLA
WHAT TIME TO POST?     STUDY BY: DAN ZARELLA
HOW MANY POSTS PER      DAY?     STUDY BY: DAN ZARELLA
TAKEAWAYS• Best day to post? Saturday
TAKEAWAYS• Best day to post? Saturday• Best time to post? Noon to 7
TAKEAWAYS• Best day to post? Saturday• Best time to post? Noon to 7• Posts per day? 1
SOMETHING TO KEEP IN       MIND      STUDY BY: DAN ZARELLA
QUESTIONS?
CHEF: Social Media Bootcamp
CHEF: Social Media Bootcamp
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CHEF: Social Media Bootcamp

  1. 1. SOCIAL MEDIA BOOTCAMP
  2. 2. IN THE BEGINNING
  3. 3. IN THE BEGINNING • Publicize URL
  4. 4. IN THE BEGINNING • Publicize URL • Listed in directories
  5. 5. IN THE BEGINNING • Publicize URL • Listed in directories • Write SEO content
  6. 6. IN THE BEGINNING • Publicize URL • Listed in directories • Write SEO content • Paid search results on search engines
  7. 7. IN THE BEGINNING • Publicize URL • Listed in directories • Write SEO content • Paid search results on search engines • Banner ads
  8. 8. ENTER: BLOGS
  9. 9. BLOGS • Could replace main site, or supplement
  10. 10. BLOGS • Could replace main site, or supplement • Site marketing techniques still apply
  11. 11. BLOGS • Could replace main site, or supplement • Site marketing techniques still apply • *Improved reach via RSS feeds
  12. 12. BLOGS • Could replace main site, or supplement • Site marketing techniques still apply • *Improved reach via RSS feeds • *More interaction via comments
  13. 13. BLOGS • Could replace main site, or supplement • Site marketing techniques still apply • *Improved reach via RSS feeds • *More interaction via comments • *Authenticity of voice, author identity
  14. 14. ENTER: SOCIAL MEDIA
  15. 15. MEET JONAH PERETTI ON CHARLIE ROSE APRIL 19, 2012
  16. 16. C0-FOUNDER of HUFFPO
  17. 17. FOUNDER OF BUZZFEED
  18. 18. EVOLUTION OF ONLINE BEHAVIORPORTAL ERA
  19. 19. EVOLUTION OF ONLINE BEHAVIORPORTAL ERA SEARCH ERA
  20. 20. EVOLUTION OF ONLINE BEHAVIORPORTAL ERA SOCIAL ERA SEARCH ERA
  21. 21. SOCIAL ERA • Social has become the new starting point
  22. 22. SOCIAL ERA • Social has become the new starting point • Shift from Google world view where everything is about Keywords and Info, dependent on SEARCH
  23. 23. SOCIAL ERA • Social has become the new starting point • Shift from Google world view where everything is about Keywords and Info, dependent on SEARCH • Shift to Facebook worldview, about emotion, human interaction, sharing.
  24. 24. HUFFPO: SEARCH, SEO
  25. 25. BUZZFEED: LOL, WTF
  26. 26. UPWORTHY!
  27. 27. THE BIG TWO
  28. 28. SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment
  29. 29. SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment • Become member of a community
  30. 30. SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment • Become member of a community • *Creating a funnel (up to 25% traffic and growing)
  31. 31. SOCIAL MEDIA • Everyone is on equal footing, comment 2 comment • Become member of a community • *Creating a funnel (up to 25% traffic and growing) • *Possibility for content to go Viral
  32. 32. TWITTER • Microblog (140 Characters) links, hashtags, etc.
  33. 33. TWITTER • Microblog (140 Characters) links, hashtags, etc. • Simple & Public
  34. 34. TWITTER • Microblog (140 Characters) links, hashtags, etc. • Simple & Public • Broadcast from one-to- many
  35. 35. TWITTER • Microblog (140 Characters) links, hashtags, etc. • Simple & Public • Broadcast from one-to- many • Viral Potential (ReTweet)
  36. 36. YOUR PROFILE
  37. 37. TWITTER PROFILE
  38. 38. TWITTER PROFILE
  39. 39. TWEETING
  40. 40. TWEETS• One rule to follow which is difficult to break with 140 character limit
  41. 41. TWEETS• One rule to follow which is difficult to break with 140 character limit• Keep it simple!
  42. 42. SAMPLE TWEETS CONTENT TWEET:
  43. 43. SAMPLE TWEETS TARGETED TWEET:
  44. 44. WHEN, HOW MUCH?
  45. 45. WHEN TO TWEET? STUDY BY: DAN ZARELLA
  46. 46. TWEET HOW OFTEN?
  47. 47. WHAT DAY OF THE WEEK?
  48. 48. WHAT TIME OF THE DAY?
  49. 49. TAKEAWAYS• Best time to tweet Noon – 6 PM
  50. 50. TAKEAWAYS• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4
  51. 51. TAKEAWAYS• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4• Best day to tweet midweek and weekends
  52. 52. WHO TO FOLLOW
  53. 53. FOLLOWING • ID your target audience
  54. 54. FOLLOWING • ID your target audience – Rarefied, elite strata, especially journos and policy maker staff
  55. 55. FOLLOWING • ID your target audience – Rarefied, elite strata, especially journos and policy maker staff – LESSON: PEOPLE ON TWITTER CHECK THEIR TWITTER MORE FREQUENTLY THAN EMAIL
  56. 56. FOLLOWING • ID your target audience – Rarefied, elite strata, especially journos and policy maker staff • LESSON: PEOPLE ON TWITTER CHECK THEIR TWITTER MORE FREQUENTLY THAN EMAIL • Start Following!
  57. 57. FOLLOWING • How many ppl you can follow depends on how many followers you have • 2,000 is the limit, unless you have a good following • Technically unable to follow more than 1,000 a day • Key is not to be spammy
  58. 58. FOLLOWING JOURNOS
  59. 59. FOLLOWING JOURNOS
  60. 60. FOLLOWING JOURNOS
  61. 61. FOLLOWING JOURNOS
  62. 62. FOLLOWING JOURNOS• List building: you can only have up to 20 Lists
  63. 63. FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold
  64. 64. FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold – Targeted tweeting as above
  65. 65. FOLLOWING JOURNOS• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold – Targeted tweeting as above – Direct Messaging. You can check your Twitter account for recent followers. If a journalist followed you back, which happens often, you can DM them immediately. Again, journos are much more responsive on Twitter than email.
  66. 66. FACEBOOK IS KING
  67. 67. FACEBOOK IS KING • Varied content (links, videos, images, u pdates)
  68. 68. FACEBOOK IS KING • Varied content (links, videos, images, u pdates) • Distinct Pages for biz or orgs
  69. 69. FACEBOOK IS KING • Varied content (links, videos, images, u pdates) • Distinct Pages for biz or orgs • EVERYONE YOU KNOW IS THERE
  70. 70. FACEBOOK PAGE
  71. 71. FACEBOOK PAGE
  72. 72. FACEBOOK PAGE
  73. 73. FACEBOOK PAGE
  74. 74. FACEBOOK PAGE
  75. 75. FACEBOOK PAGE
  76. 76. FACEBOOK PAGE
  77. 77. PAGE BUILDING TIPS• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.
  78. 78. PAGE BUILDING TIPS• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.• Profile photo is the extension of your brand and should stay the same. This will be the image that appears in your followers’ timelines next to your posts.
  79. 79. PAGE BUILDING TIPS• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.• Profile photo is the extension of your brand and should stay the same. This will be the image that appears in your followers’ timelines next to your posts.• Include as many links as possible to your site in your About Us section.
  80. 80. PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.
  81. 81. PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.• Building out your timeline doesn’t have to be limited to organizational milestones, these can be other historical events that are relevant to your work. (e.g. Citizens United ruling).
  82. 82. PAGE BUILDING TIPS cont.• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.• Building out your timeline doesn’t have to be limited to organizational milestones, these can be other historical events that are relevant to your work. (e.g. Citizens United ruling).• Add other pages, allies to your Page Favorites.
  83. 83. POSTING TIPS
  84. 84. HOW NOT TO POST
  85. 85. HOW NOT TO POST
  86. 86. HOW NOT TO POST
  87. 87. HOW NOT TO POST
  88. 88. HOW NOT TO POST
  89. 89. HOW TO POST BETTER
  90. 90. HOW TO POST BETTER
  91. 91. HOW TO POST BETTER
  92. 92. HOW TO POST BETTER
  93. 93. WHEN, HOW MUCH?
  94. 94. WHAT DAY TO POST? STUDY BY: DAN ZARELLA
  95. 95. WHAT TIME TO POST? STUDY BY: DAN ZARELLA
  96. 96. HOW MANY POSTS PER DAY? STUDY BY: DAN ZARELLA
  97. 97. TAKEAWAYS• Best day to post? Saturday
  98. 98. TAKEAWAYS• Best day to post? Saturday• Best time to post? Noon to 7
  99. 99. TAKEAWAYS• Best day to post? Saturday• Best time to post? Noon to 7• Posts per day? 1
  100. 100. SOMETHING TO KEEP IN MIND STUDY BY: DAN ZARELLA
  101. 101. QUESTIONS?

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