April 2013 Social Media Seminar


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You know you need to be on social media, or maybe you’re already on the big three, but you have questions. How do I pick the best channels? How do I integrate my social? What are the most effective strategies?

This seminar will answer your questions and help you integrate your social media. You’ll learn simple tactics, tools and tips to decide and implement a better social media strategy.

Here are some of the topics we’ll cover:

-Designing your social strategy
-Changes in social networks that have changed the way users interact with their services
-Other services you need to be on such as YouTube and Google+
-Mobile social media issues

The presentation was held at the Reynolds Center at the University of Arkansas in Fayetteville from 4 PM to 7 PM on Tuesday, April 23.

Published in: Business
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April 2013 Social Media Seminar

  1. 1. collin@bluezoocreative.comTwitter.com/ccondray4/23/2013
  2. 2. Who we are – Collin Condray 17 years experience inweb development Retail data analysis formulti-billion dollarcompanies (3M andTyson) Social media marketing Agency experience withCollective Bias andSaatchi X
  3. 3. Who we are – Eric Huber 25 years as a graphicdesigner for both smallbusinesses and Fortune500 companies Marketing, advertising,and graphic design forsmall businesses Award winning designer Instructor for the NewDesign School
  4. 4. 4
  5. 5. This presentation mightalready be obsolete!
  6. 6. 6
  7. 7. Not everything in thispresentation will apply toyou!
  8. 8. Blue Zoo Creative mightnot do some of this.
  9. 9. Please Ask Questions!9
  10. 10. 10
  11. 11. Strength of Weak Ties11 Based on a 1973 paper bysociologist MarkGranovetter. Significant percentage ofpeople get their jobs as aresult of informationprovided by a weak tie orfriends-of-friends.
  12. 12. Strength of Weak Ties12 150 member is typicallythe most strong ties thatcan be maintained. The size of the tribe.Consistent across timesand cultures. The average number ofFacebook friends is about150.
  13. 13. Strength of Weak Ties13 Now with social networks,you can maintain“supernets” that havemore than 150 weak ties,which you can trust morethan mass media like TVor newspapers. Weak ties are now visible
  14. 14. Strength of Weak Ties14 There is some evidencethat sharing informationon social media networks: Makes you more likely tobe liked in socialinteractions.
  15. 15. Strength of Weak Ties15 There is some evidence thatsharing information onsocial media networks : Builds "social capital" - asociological measure of thevalue of beneficialrelationships. Social capitalis linked to increased well-being and self-esteem.
  16. 16. Strength of Weak Ties16 There is some evidence thatsharing information onsocial media networks : Increases influence. In acolor picking experiment, thepeople who could see thechoices of more participants(in other words, were betterconnected) persuaded thegroup to pick their color:even when they had topersuade the vast majority togive up their financialincentive.
  17. 17. Strength of Weak Ties17 There is some evidence thatsharing information onsocial media networks : Makes one more attractive:people with about 300friends were rated as themost appealing, any morethan that and their socialattractiveness began to dropoff.
  18. 18. 18
  19. 19. Listen19 Google your name, industry,competitors, and products Search Facebook andTwitter.com Dedicated software
  20. 20. Listen20 What are your customerssaying about you? Is it good or bad? Is there anyone alreadypassionate about yourbrand or industry?
  21. 21. People21 What are your customersready for? Make sure your targetaudience is ready for whatyou throw at them.
  22. 22. Objectives22 What are your goals? Talking/broadcasting –spread your message. Make an existing digitalmarketing initiative(banner/search ads) moreinteractive.
  23. 23. Objectives What are your goals? Establishing credibility23
  24. 24. Objectives24 What are your goals? Listening – betterunderstand your customers. Get insights from yourcustomers to help makemarketing and productdevelopment decisions.
  25. 25. Objectives25 What are your goals? Supporting – help yourcustomers support eachother. Effective for companies thathave high support costs or toconnect with cohesivegroups that already exist.
  26. 26. Strategy26 What change do you wantyour customers to make? Carry messages to others Engage more with yourorganization.
  27. 27. Technology27 What social media toolsshould you use or build?
  28. 28. Measure – Soft Metrics28 Number of followers onsocial media networks Number of posts, comments,Tweets, etc. Key influencers, who alreadyhave a following that istalking about you Share of conversation
  29. 29. Measure29 What are they saying? Are they saying good or badthings about you? Are the goodcomments increasing? Where is the conversationoccurring? (blogs, news sites,forums, social media sites)
  30. 30. What Can You Do With TheMeasurements?30 Customer service Correct misinformation Find out what thecommunity has an interestin but what is not currentlybeing discussed online.“Geez, one bad employee can reallyruin your day!”
  31. 31. Reacting to Measurements31• Generate awareness amongcustomers and othercommunity members.• Increase employeeawareness.
  32. 32. Measure – HardMetric Comparisons Pay Per Click (PPC) = Cost Per Click (CPC) Cost Per 1000 Impressions(CPM) Get comparison rates fromGoogle or Facebook ads
  33. 33. Measure – Hard Metrics Google Analytics can helpmeasure web goals Need to create custom webaddresses to share to track indetail. Easy to do with eCommercebut harder to do withservices.33
  34. 34. Google AnalyticsSocial Reporting Tool Drop off rates tellyou where youlosing your visitors34
  35. 35. Google AnalyticsSocial Reporting Tool How does social mediaaffect goals Which networks drivetraffic Where people arediscussing yourorganization35
  36. 36. 36
  37. 37. Organizing for Social Media Home Base –central placeyou want to interact withpeople. Outposts –where you have apresence and participate andpromote yourself. Passports – where you haveprofile and are listening butdirect people to yourOutposts and Home Base37Source: http://www.chrisbrogan.com/a-simple-presence-framework/
  38. 38. Pick Your Home Base38
  39. 39. Ideally Use Self Hosted Website Full control Include a blog39
  40. 40. Set Up Outposts LinkedIn is the office Facebook is the home Twitter is Happy Hour Google+ Is….?40
  41. 41. Set Up Passports WordPress.com Tumblr Yahoo StumbleUpon Google/YouTube Yelp41
  42. 42. Overlapping Followers42FacebookTwitterLinkedInGoogle+
  43. 43. Complete Profiles Fully Make sure your targetkeywords are in yourprofile Link back to one place,your “home base” thathas all the detail aboutyou Be real Use a picture Talk about yourpersonal life…a little43
  44. 44. Make It Easy To Share Include a Facebook Connectlink, Call-to-Action buttons,Share Functions, or a buttonthat invites people to dobusiness with you in aprominent place on yourblog. Certain plugins can create allof these in one place.44
  45. 45. Post Consistently Post at least weekly, daily ispreferred. Ask people in the industrywhat they’d like to know andcreate content around that.45
  46. 46. Weapons of Choice –Text and Photos Easiest to do Search engines like text.46
  47. 47. Weapons of Choice - Video The technology is in in yourhands: many cell phones doHD level video that looksgood on YouTube Imperfections makes it realas well Lots of video services butstart with YouTube47
  48. 48. Weapons of Choice - Audio Twit.tv Founded by Leo Laporte,radio/TV host. Started off with one show,grew to many. Various ways to have remoteparticipants. Video added later.48
  49. 49. Don’t Know What To Say? Find somethinginteresting, link to it onyour site and comment onit. It could be as simple asadding “This is a greatarticle because ____.”49
  50. 50. Connecting With Others Start with Friends Family Current customers Industry leaders Potential customers Don’t use Facebook’s emailall page50
  51. 51. Connecting With Others Use Twitter search to find asmany people as possibletalking about your topic, andcommunicate with them. Use Blogsearch.Google.comto find more blogs that arerelevant to your subject.51
  52. 52. Make Connections Tell everyone what you’rebuilding Exploit Strength of WeakTies Crowdsource questionsabout your niche Don’t be afraid to introduceyourself to strangers52---- Strong Ties---- Weak Ties
  53. 53. Posts per day The more posts per day,the less engagement –when a brand posts twice aday, those posts onlyreceive 57% of the likesand 78% of the commentsper post.53Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/
  54. 54. 54
  55. 55. 55
  56. 56. 56
  57. 57. Facebook Page – Cover Photo Cover photo cannotinclude more than20% text Initial restrictionsremoved No calls to action No websites oraddresses Can tell someone toLike your page rightin the cover photo.57
  58. 58. Facebook Page Admin Types58
  59. 59. Pinned Posts Stays at the top for a week Rotate this often59
  60. 60. Highlighted Posts Expands post across bothcolumns Draws extra attention to asingle post60
  61. 61. Facebook-EdgeRank EdgeRank determines whereyour posts show up in theFacebook News Feed Listed under Top Storiesoption edgerankchecker.com61
  62. 62. Facebook-EdgeRank Affinity – relationship withobject (is this person afriend or did they just Likesomething) Weight-type of post (imageshave the highest weight) Time Decay-decreases ascontent ages Works better if you use thenative Facebook interface62∑ Affinity XWeight XTime Decay
  63. 63. Sponsored Posts Promote any post you sharefrom your News Feed, profileor Page, including statusupdates, photos, videos,questions and offers. Any post you promote willappear higher in News Feedto help more people see it. Helps get around EdgeRanklimitations63
  64. 64. Facebook Contests Goal Facebook Guidelines Prizes Administration64
  65. 65. Local MarketingNorthwest Arkansas 268,000 people within 25miles of Fayetteville, AR onFacebook65
  66. 66. 66
  67. 67. Twitter New Twitter profiles Header photossimilar to Facebookprofile67
  68. 68. Twitter API change More restrictive tonon-Twitter developers Move more interactionto their site or to theirapplications likeTweetDeck68
  69. 69. Promoted Accounts Build followers Look for people with similarinterests and recommendsyou in the “Who to Follow”section As little as $0.30 per follower69
  70. 70. Promoted Tweets Like moretraditional onlineads Generated from yourexisting Tweets Pay Per Click model70
  71. 71. Unique Features Personal vs. Business All Tweets are visible Simpler service, moreflexible71
  72. 72. 72
  73. 73. Why LinkedIn? Average household incomeof LinkedIn users is over$88,000 per year. Higher than the averageincome for Wall StreetJournal, Forbes and BusinessWeek readers73
  74. 74. LinkedIn Company Pages Large image at the top ofthe corporate LinkedInpage74
  75. 75. LinkedIn Company Pages Share status updates and jobopportunities75
  76. 76. LinkedIn Company Pages Showcase products, servicesand career opportunities76
  77. 77. LinkedIn Groups Raise awareness Generate interest for yourproducts Show expertise Monitor your industry orregion77
  78. 78. LinkedIn Targeted Updates Send to specific segmentsbased on: Company Size Industry Function Seniority Geography78
  79. 79. 79
  80. 80. 80
  81. 81. Search Engine Market ShareGoogleAll Other81
  82. 82. Google+ Pages Feeds into Search, Maps,and all other Googleproperties Link with your Home Baseby setting up GoogleAuthorship Use circles to segmentmessages82
  83. 83. Google+ +1 Google’s version of aFacebook Like Websites using Google’s +1button get 3.5X the Google+visits.83
  84. 84. Google+ Internal Tools Private Sharing-limited tothose in your organization Google Hangout now withGoogle Docs Share only to those circlesthat you want84
  85. 85. 85
  86. 86. YouTube Create your own brandedchannel Participate with everyonewho has a Google account Google property helps withSEO86
  87. 87. YouTube Go short or go long Lots of options for uploading Doesn’t necessarily have tobe of the top quality Take advantage of the size ofthe community there87
  88. 88. YouTube Examples88
  89. 89. 89
  90. 90. Pinterest90
  91. 91. High Percentage of Women onPinterest137%-24%WomenMen91
  92. 92. High Percentage of Women onPinterest80%20%WomenMen92
  93. 93. How It Works Pin in the unit Organized by Pinboards Websites can get in on theact using a Pin button Members can repin othermembers’ content User vs. pinboard followers93
  94. 94. Why It’s Important Driving traffic Especially to visual products Social sharing Can post to Facebook andTwitter when pinning anitem Best for visual subjects suchas physical products94
  95. 95. Pinboards for Non-Visual Subjects Your culture Featured photos from blogarticles Infographics and data Book and eBook covers Happy customers or theeffects of your work95
  96. 96. What is WordPress? Content ManagementSystem Used to create, manage,store, and deploy content onWeb pages No longer need to knowHTML, CGI, etc. to make adynamic website.97
  97. 97. Common Features of Blogs Posts RSS Feeds Comments98
  98. 98. What WordPress is not? Not just a blog Some features Independent social networklike Facebook eCommerce Forums Contact Manager Job Board Portfolio99
  99. 99. Why We Use WordPress? Easy to use Flexible Open Source Lots of developers anddesigners100
  100. 100. How to post to WordPress Native Interface App LiveWriter Email101
  101. 101. Mobile Social MediaThe Facts Half of cellphones are smartphones 91% of mobile internetaccess is for social activities,versus just 79% on desktops Over 1/3 of Facebooks usersaccess Facebook Mobile;50% of Twitters users useTwitter Mobile.103
  102. 102. Social Media on Mobile Social, local, and mobile(“SoLoMo”) Check in to receive a reward Social sharing after thecheck in104
  103. 103. Reasons for Higher Mobile SocialMedia Engagement 60% of people say theirsmartphone is always withthem Immediate Action Intimate105
  104. 104. Mobile Actions Make sure your home base isvisible on mobile Simplify design Check on multiple devices Avoid Flash106
  105. 105. Adaptive vs. Mobile Adaptive  Mobile107
  106. 106. Mobile Actions Do the same for your socialmedia as well.108
  107. 107. Mobile Actions Encourage sharing Feed the habit of visitingyour properties on mobile109
  108. 108. Time About 64% of marketers arespending between 1 to 10hours a week on socialmedia Use tools like Hootsuite,Buffer, or SocialOomph toschedule posts111Source: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
  109. 109. Managing the ConversationParticipating Syndicate to multipleservices Link accounts Buffer Path WordPress plugins112
  110. 110. Monitoring113 Hootsuite  Google Alerts
  111. 111. Feedly115 LinkedIn Today  Flipboard
  112. 112. Feedly Monitoring Google Alerts Twitter Search Search for yourcompany’s name, yourproducts, andcompetitors116
  113. 113. Pocket Instapaper  iOS Reader117
  114. 114. Tweriod + Buffer118
  115. 115. collin@bluezoocreative.comTwitter.com/ccondray4/23/2012