AAF Central Texas - Building a Solid Foundation in the Social Web


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Author and developer Deltina Hay presents on how to build a solid foundation in the Social Web at the American Advertising Federation-Central Texas Summer Seminar. From an overview of the tools, to choosing the tools, to optimizing/integrating the tools, to creating a strategy and plan, Deltina covers a lot of ground in this presentation...

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AAF Central Texas - Building a Solid Foundation in the Social Web

  1. 1. Building a solid foundation in the Social Web... A seminar for AAF – Central Texas Copyright 2010, Deltina Hay
  2. 2. With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbWebSolutions.com... Author of A Survival Guide to Social Media and Web 2.0 Optimization (found or requested anywhere books are sold) [email_address] @deltina
  3. 3. What we will cover... <ul><li>What is social media (The Social Web)
  4. 4. Why you should care...
  5. 5. How to use the Social Web
  6. 6. Creating a social media strategy and plan
  7. 7. Integrating and optimizing the tools
  8. 8. Integrating your Social Web presence
  9. 9. Developing Guidelines and Policies </li></ul>
  10. 10. What is the Social Web (Social Media)? <ul><li>Online tools and Websites that allow people to: </li><ul><li>Share
  11. 11. Interact
  12. 12. Collaborate </li></ul><li>Built using similar technologies, so are easily integrated
  13. 13. Most of the tools are open source and free </li></ul><ul><li>More than just blogging, Facebook, and Twitter... </li></ul>
  14. 14. What is the Social Web? <ul><li>Blogs
  15. 15. Social Networking (Facebook, LinkedIn)
  16. 16. Micro-blogging (Twitter)
  17. 17. Geo-Tracking (FourSquare/Gowalla)
  18. 18. Media Sharing Communities (Flickr/YouTube/Slideshare/Scribd)
  19. 19. Social Bookmarking & Crowd-Sourcing (delicious, digg)
  20. 20. Social Media News Releases and Newsrooms
  21. 21. Social calendars and event sites (upcoming, eventbrite)
  22. 22. Social Pages (Netvibes, Squidoo, Hubpages)
  23. 23. Hybrid Sites (Tumblr, FriendFeed, Posterous) </li></ul>
  24. 24. Why the Social Web? <ul><li>In the last 7 years, Internet usage has increased 70% PER YEAR.
  25. 25. Spending for digital advertising this year will be more than $25 billion and surpass print advertising spending
  26. 26. Lenovo has experienced a 20% reduction in activity to their call center since they launched their community website for customers
  27. 27. Blendtec quintupled sales with its “Will it Blend” series on YouTube
  28. 28. Naked Pizza set a one-day sales record using social media: 68% of their sales came via twitter and 85% of their new customers
  29. 29. Software company Genius.com reports 24% of social media leads convert to sales opportunities </li></ul>
  30. 30. Why the Social Web? - more stats <ul><li>Dell has already made over $7 million in sales via Twitter
  31. 31. 37% of Generation Y heard about the Ford Fiesta via social media BEFORE its launch in the US and currently 25% of Ford’s marketing budget is spent on digital/social media
  32. 32. 71% of companies plan to increase investments in social media by an average of 40%
  33. 33. A recent Wetpaint/Altimeter Group study found companies that widely engage in social media surpass their peers in both revenue and profit
  34. 34. (From: http://www.deminghill.com/blog/corporate-social-media/why-executives-hate-social-media/ . Sources for Statistics: meyersreport.com lenovosocial.com George Wright Blendtec Mashable.com econsultancy.com businessweek.com) </li></ul>
  35. 35. Why the Social Web? <ul><li>Internet users have new expectations </li><ul><li>Transparency, Authenticity, and Interactivity
  36. 36. The tools may change, but expectations will not </li></ul><li>Need an entire (Social) Web presence to succeed
  37. 37. Driving traffic through SEO is not enough, need to increase your reach... </li></ul>
  38. 38. How to use Social Media... <ul><li>Listening </li><ul><li>Lenovo has experienced a 20% reduction in activity to their call center since they launched their community website for customers </li></ul><li>Engaging </li><ul><li>Blendtec quintupled sales with its “Will it Blend” series on YouTube </li></ul><li>Building Relationships </li><ul><li>37% of Generation Y heard about the Ford Fiesta via social media before its launch in the U.S. </li></ul><li>Being Authentic </li><ul><li>Dell has already made over $7 million in sales via Twitter </li></ul></ul>
  39. 39. How NOT to use Social Media... <ul><li>Blasting
  40. 40. Spamming
  41. 41. Having one-sided conversations
  42. 42. Being Inauthentic
  43. 43. Misrepresenting yourself
  44. 44. Trying to be too clever...
  45. 45. Think beyond the present campaign – once you have the following, how will you engage them and make them long-term advocates?
  46. 46. It starts with a solid foundation... </li></ul>
  47. 47. Building a Solid Foundation in the Social Web The Social Media Strategy <ul><li>Start with a SWOT analysis: evaluate Strengths, Weaknesses, Opportunities, and Threats
  48. 48. Define your overall target audience
  49. 49. Define your goals, and establish baselines
  50. 50. Outline your objectives
  51. 51. Create and implement a Social Media Plan
  52. 52. Develop procedures and guidelines </li></ul>
  53. 53. Building a Solid Foundation in the Social Web The Social Media Plan <ul><li>Identify the tools that fit your strategy
  54. 54. Define target audience, objectives, and tactics for each tool
  55. 55. Gather and prepare existing content
  56. 56. Implement and Optimize the tools
  57. 57. Integrate the tools
  58. 58. Include optimizing and integrating existing Website
  59. 59. Establish a plan for evaluating what is working and measuring success
  60. 60. Include phases </li></ul>
  61. 61. A Realistic Beginning (or Phase 1) Strategy <ul><li>Blog
  62. 62. Facebook presence
  63. 63. LinkedIn profile
  64. 64. Twitter account
  65. 65. Flickr account
  66. 66. YouTube account </li></ul>
  67. 67. Preparing Your Content <ul>Key Terms! Key Terms! Key Terms! <li>Use Google Keyword Tool to research good key terms (AKA keywords/tags)
  68. 68. Use them in: </li><ul><li>Blogs: </li><ul><li>In post body, within titles, as categories and tags </li></ul><li>Social networking: </li><ul><li>In profiles, postings, and status upgrades </li></ul><li>Images and Video Clips: </li><ul><li>In file names, descriptions, and tags </li></ul></ul></ul>
  69. 69. Preparing Your Content <ul><li>Prepare & Gather (using key terms): </li><ul><li>Short and long Bios
  70. 70. Short and long descriptions of organization
  71. 71. Images and video clips with tags, descriptions, and file names
  72. 72. Other existing content: static Website content, white papers, brochures, previous ads, etc. </li></ul></ul>
  73. 73. Implementing and Optimizing Tools: Blogs <ul><li>What is a Blog? </li><ul><li>Chronological and categorized list of entries
  74. 74. A blog is an RSS feed </li></ul><li>What is an RSS feed? </li><ul><li>RSS=Really Simple Syndication
  75. 75. A “simple” way to subscribe to information
  76. 76. New entries are “fed” to subscribers automatically
  77. 77. Think of it as a steady stream or flow of information... </li></ul></ul>
  78. 78. Implementing and Optimizing Tools: Blogs <ul><li>Options for starting a blog: </li><ul><li>Host it yourself (WordPress.org)
  79. 79. Free or near-free options: </li><ul><li>WordPress.com
  80. 80. Typepad.com
  81. 81. Blogger.com </li></ul></ul></ul>
  82. 82. Implementing and Optimizing Tools: Blogs <ul><li>Optimizing your blog: </li><ul><li>Remember your key terms </li><ul><li>In titles, in body, as tags
  83. 83. Use Synonyms, naturally </li></ul><li>Add your blog to FeedBurner.com
  84. 84. Use a good search engine optimization plugin
  85. 85. Add to many blog directories like Technorati
  86. 86. Make it easy for others to subscribe and share... </li></ul></ul>
  87. 87. Blog Subscription Options
  88. 88. AddtoAny Service... subscription options
  89. 89. AddtoAny Service... sharing options
  90. 90. Subscribing to a Blog via Email
  91. 91. Subscribing to a Blog via Feed Readers
  92. 92. Make it easy to share every post...
  93. 93. Implementing and Optimizing Tools: Social Networking (Facebook, LinkedIn) <ul><li>Represent yourself authentically
  94. 94. Follow submission guidelines
  95. 95. Complete profiles completely
  96. 96. Join or start groups
  97. 97. Use key terms in your profiles and posts
  98. 98. Use applications to enhance your presence
  99. 99. Know the difference between a Facebook Profile and a Facebook Page... </li></ul>
  100. 100. A Facebook Page is for Your Business or Organization
  101. 101. A Facebook Profile is for You
  102. 102. An Optimized Profile (LinkedIn)
  103. 103. An Optimized Profile (LinkedIn)
  104. 104. An Optimized Profile (LinkedIn)
  105. 105. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>As a blogging tool: used for posting short posts or updates
  106. 106. As a social network: used to interact in real-time
  107. 107. Organizations and individuals gain “followers”
  108. 108. Great for promoting products, services, and events </li></ul>
  109. 109. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>Optimize your profile by using key terms in your description
  110. 110. Optimize Tweets by preceding key terms with hashtags, and using direct URLs when possible (not shortened, so your website is listed)
  111. 111. Retweet influential people only when relevant
  112. 112. Start Twitter lists that include key terms, and make them public
  113. 113. Add your account to Twitter Search and other Twitter directories
  114. 114. Create a custom background that includes branding. Twitbacks.com is a good option. </li></ul>
  115. 115. Twitter Profile with branded background
  116. 116. Implementing and Optimizing Tools: Micro-Blogging (Twitter) <ul><li>Twitter prides itself on being simple, but you can enhance functionality with external tools... </li><ul><li>Hootsuite is a tool that helps integrate your other accounts with Twitter, post-date your Tweets, and more...
  117. 117. Tweetmeme is a way to find interesting Tweets and retweet them on the spot
  118. 118. TwitterSearch can help you find people to follow based on search terms
  119. 119. TwitterFeed is another way to link your blog posts with Twitter and other accounts
  120. 120. Klout is a tool for measuring your effectiveness/influence
  121. 121. Twittercounter can help you see your growth over time as well as find new followers </li></ul></ul>
  122. 122. Implementing and Optimizing Tools: Media Communities (Flickr and YouTube) <ul><li>Share images on Flickr & Video on YouTube
  123. 123. Use key terms in: </li><ul><li>Files names
  124. 124. Descriptions
  125. 125. Tags
  126. 126. Meta information
  127. 127. Landing pages </li></ul><li>Create playlists on YouTube even if you don't have video of your own </li></ul>
  128. 128. Dalton Publishing's Flickr Account
  129. 129. Yahoo! Search on “bookpeople”
  130. 130. Dalton Publishing's YouTube Playlists
  131. 131. Integrating Your Social Web Presence <ul><li>Social Web is an integrated system
  132. 132. Make your tools work together using: </li><ul><li>RSS feeds
  133. 133. Widgets & Badges
  134. 134. Applications & Plugins </li></ul><li>Integrate accounts using streamlining tools such as: </li><ul><li>Ping.fm
  135. 135. HootSuite </li></ul></ul>
  136. 136. Integrating with RSS Feeds
  137. 137. Integrated Facebook Profile
  138. 138. Integrating with Widgets & Badges
  139. 139. Integrating with Applications
  140. 140. Integrating with Plugins
  141. 141. Creating an Integration Plan Want to create a plan that will streamline the following tasks: 1. Distributing our RSS feed 2. Updating our short status updates (including Twitter) 3. Distributing our images 4. Distributing our video clips The goal is to try and only enter content one time and in one place...so we create a map for each...
  142. 142. A Realistic Beginning Strategy <ul><li>Blog
  143. 143. Facebook presence
  144. 144. LinkedIn profile
  145. 145. Twitter account
  146. 146. Flickr account
  147. 147. YouTube account </li></ul>
  148. 148. Integration Map Distributing Blog/RSS feed:
  149. 149. Integration Map Updating status updates and Twitter posts (this should be done IN ADDITION TO regular entries to each site):
  150. 150. Integration Map Distributing Images:
  151. 151. Integration Map Distributing Video:
  152. 152. Evaluate What is Working <ul><li>Phase out tools that are not working
  153. 153. Integrate & optimize new tools carefully
  154. 154. Keep abreast of new features in existing tools
  155. 155. Only you know what is working best for your organization...
  156. 156. Base success on original goals and baselines </li></ul>
  157. 157. Measuring Success <ul><li>Use internal metrics features like: </li><ul><ul><li>Facebook Insights
  158. 158. WordPress Stats </li></ul></ul><li>Some free tools include: </li><ul><ul><li>HootSuite
  159. 159. Google Analytics
  160. 160. FeedBurner </li></ul></ul><li>Some services include: </li><ul><ul><li>PostRank
  161. 161. Radian 6
  162. 162. JittterJam </li></ul></ul></ul>
  163. 163. Social Media Policies and Guidelines <ul><li>Part of your overall strategy should be company-wide or client-by-client social media guidelines and policies.
  164. 164. In addition to the usual “dos and don'ts,” include guidelines for interacting properly on the Web, and proper “Netiquette”
  165. 165. Offer lessons in digital ethics, social media engagement, and reflective listening
  166. 166. Clearly define delegations and responsibilities
  167. 167. Include any regulatory guidelines relevant to your company or client's use of social media or advertising in general
  168. 168. Include privacy and security guidelines </li></ul>
  169. 169. While building your own foundation, don't lose track of the foundation the Social Web was built on... <ul><li>Sharing
  170. 170. Interacting
  171. 171. Collaborating
  172. 172. (in a Transparent and Authentic way) </li></ul>
  173. 173. To attend Webinars hosted by author Deltina Hay visit: http://www.socialmediapower.com/webinars Please check out our new service: http://plumbwebsolutions.com You can find out more about Deltina and about her availability for speaking engagements at: http://www.deltina.com