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Social Media: People First, "Rules" Second (#MozCon 2016)

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You can follow all the “rules” about perfect post length, perfect time to post, perfect image size, and everything else and still not see any financial impact from social media. Dana doesn't think social media should always revolve around community building and group hugs. When you show the right people what they want to see, when they want to see it, you'll start attributing revenue increases to social media efforts.

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Social Media: People First, "Rules" Second (#MozCon 2016)

  1. 1. K i c k P o i n t @ d a n a d i t o m a s o S o c i a l M e d i a : P e o p l e F i r s t , " R u l e s " S e c o n d
  2. 2. #mozcon @danaditomaso
  3. 3. #mozcon @danaditomaso
  4. 4. #mozcon @danaditomaso
  5. 5. #mozcon @danaditomaso#mozcon @danaditomaso I can’t wait to engage with my favourite brand on Facebook!
  6. 6. #mozcon @danaditomaso
  7. 7. #mozcon @danaditomaso#mozcon @danaditomaso What works for your market?
  8. 8. #mozcon @danaditomaso
  9. 9. #mozcon @danaditomaso#mozcon @danaditomaso Start with the market in mind.
  10. 10. #mozcon @danaditomaso Even our words are wrong.
  11. 11. #mozcon @danaditomaso Audience?
  12. 12. #mozcon @danaditomaso Impressions?
  13. 13. #mozcon @danaditomaso Reach?
  14. 14. #mozcon @danaditomaso Pay attention to the signal, not the noise.
  15. 15. #mozcon @danaditomaso#mozcon @danaditomaso What happened to social media?
  16. 16. #mozcon @danaditomaso
  17. 17. #mozcon @danaditomaso
  18. 18. #mozcon @danaditomaso#mozcon @danaditomaso Vertical video sucks.
  19. 19. #mozcon @danaditomaso#mozcon @danaditomaso (On YouTube)
  20. 20. #mozcon @danaditomaso#mozcon @danaditomaso We’re all turning digital.
  21. 21. #mozcon @danaditomaso
  22. 22. #mozcon @danaditomaso#mozcon @danaditomaso Let’s go beyond personas and audience research.
  23. 23. #mozcon @danaditomaso#mozcon @danaditomaso Use attention research.
  24. 24. #mozcon @danaditomaso
  25. 25. #mozcon @danaditomaso
  26. 26. #mozcon @danaditomaso#mozcon @danaditomaso What makes good SMUX?
  27. 27. #mozcon @danaditomaso
  28. 28. #mozcon @danaditomaso#mozcon @danaditomaso Start from a SMUX-first perspective.
  29. 29. #mozcon @danaditomaso#mozcon @danaditomaso Psychographics
  30. 30. #mozcon @danaditomaso
  31. 31. #mozcon @danaditomaso#mozcon @danaditomaso Pick up the phone!
  32. 32. #mozcon @danaditomaso Ask unusual questions.
  33. 33. #mozcon @danaditomaso
  34. 34. #mozcon @danaditomaso#mozcon @danaditomaso Analytics
  35. 35. #mozcon @danaditomaso Separate strategic metrics from tactical metrics.
  36. 36. #mozcon @danaditomaso
  37. 37. #mozcon @danaditomaso
  38. 38. #mozcon @danaditomaso How much of your site traffic is via social media?
  39. 39. #mozcon @danaditomaso#mozcon @danaditomaso Analytics tools are part of the problem.
  40. 40. #mozcon @danaditomaso
  41. 41. #mozcon @danaditomaso#mozcon @danaditomaso Platform
  42. 42. #mozcon @danaditomaso
  43. 43. #mozcon @danaditomaso Does your Facebook page suck?
  44. 44. #mozcon @danaditomaso#mozcon @danaditomaso Message
  45. 45. #mozcon @danaditomaso Use your brand voice.
  46. 46. #mozcon @danaditomaso Use your keyword research!
  47. 47. #mozcon @danaditomaso MozCon Speakers = 1190 posts
  48. 48. #mozcon @danaditomaso 29 “SEO” posts
  49. 49. #mozcon @danaditomaso 23 “search” posts
  50. 50. #mozcon @danaditomaso 9 “social” posts
  51. 51. #mozcon @danaditomaso 45 “content” posts
  52. 52. #mozcon @danaditomaso Are you inclusive?
  53. 53. #mozcon @danaditomaso#mozcon @danaditomaso Intent
  54. 54. #mozcon @danaditomaso
  55. 55. #mozcon @danaditomaso Ask yourself why.
  56. 56. #mozcon @danaditomaso Consider all your interactions.
  57. 57. #mozcon @danaditomaso Is your intent even possible?
  58. 58. #mozcon @danaditomaso#mozcon @danaditomaso Play
  59. 59. #mozcon @danaditomaso 20 seconds is a long time.
  60. 60. #mozcon @danaditomaso#mozcon @danaditomaso Everyone wants to play.
  61. 61. #mozcon @danaditomaso Play is more than creepy taco faces.
  62. 62. #mozcon @danaditomaso
  63. 63. #mozcon @danaditomaso
  64. 64. #mozcon @danaditomaso Challenge 1: Community Engagement
  65. 65. #mozcon @danaditomaso Challenge 2: Charity Engagement
  66. 66. #mozcon @danaditomaso Challenge 3: Showing Support
  67. 67. #mozcon @danaditomaso#mozcon @danaditomaso People first, rules second.
  68. 68. #mozcon @danaditomaso
  69. 69. #mozcon @danaditomaso#mozcon @danaditomaso Let’s break some rules.
  70. 70. D A N A D I T O M A S O K i c k P o i n t @ d a n a d i t o m a s o

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