Corporate Social Media Strategy


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In this workshop, we explored 3 facets of corporate social media strategy: (1) using social media for online reputation management, (2) social media for SEO, and (3) enterprise level social media API integration, such as using Facebook Connect.

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  • SEO & Social Media Roadmap for Online Publishers newspapers, bloggers, etc
  • Want people to see your content Returns users Monetize that content – short-term and/or long-term
  • It ’ s interactive It ’ s not just a top-down medium It ’ s also a bottom-up one And a peer-to-peer one … It doesn ’ t just let brand talk to consumers It also let ’ s consumers talk to brands And other consumers …
  • 30 different things that can show up in a blended result We’ll focus on the ones available to us Can’t all afford/need a website Blogs are cheaper alternatives, but not all of us are writers Social Media is for everybody
  • Now blogging is something that should have its own workshop – or maybe several. But I’m going to quickly discuss: - Why they’re such a powerful Social Medium - And the kind of content they’re good for in a professional setting
  • Blogs are cheaper alternatives, but not all of us are writers Social Media is for everybody Big 3 is not necessarily their size, but their IMPORTANCE
  • Audience: right social news site Content Strategy: reconciling branded content
  • Single Login for FCF Personal User Data
  • Corporate Social Media Strategy

    1. 1. Corporate Social Media Strategy Agence Ometz Jan. 26, 2011
    2. 2. Who Am I? <ul><ul><li>Agency Hack @nvi </li></ul></ul><ul><ul><li>Staff Editor @revenews </li></ul></ul><ul><ul><li>Netizen @gypsybandito </li></ul></ul><ul><ul><li>> 5 Years Experience </li></ul></ul>
    3. 3. Social Media Uses <ul><ul><li>Branding </li></ul></ul><ul><ul><li>Visibility </li></ul></ul><ul><ul><li>CRM </li></ul></ul><ul><ul><li>Social “Notworking” </li></ul></ul>
    4. 4. Social Media Difference <ul><li>Multi-Medium </li></ul><ul><li>Two Way Medium </li></ul>
    5. 5. The Multi-Medium <ul><ul><li>Text </li></ul></ul><ul><ul><li>Images </li></ul></ul><ul><ul><li>Video </li></ul></ul><ul><ul><li>Audio </li></ul></ul>
    6. 6. Two-Way Medium
    7. 7. Two-Way Medium <ul><ul><li>Brands talk to Consumers </li></ul></ul><ul><ul><li>Consumers talk to Brands </li></ul></ul><ul><ul><li>Consumer talk to Consumers </li></ul></ul>
    8. 8. Word of Mouth Before
    9. 9. Word of Mouth Now
    10. 10. Social Strategies <ul><ul><li>Social for ORM </li></ul></ul><ul><ul><li>Social for SEO / Syndication </li></ul></ul><ul><ul><li>Social Presence </li></ul></ul><ul><ul><li>Social Integration </li></ul></ul>
    11. 11. &quot;Your brand is not what you say it is. It's what Google says it is.&quot; -- Chris Anderson Editor, Wired Magazine Author, The Long Tail
    12. 12. ORM - Search Results
    13. 13. ORM - Opportunity <ul><ul><li>Be Found </li></ul></ul><ul><ul><li>Control What’s Found </li></ul></ul><ul><ul><li>Legitimacy / Credibility / Authority </li></ul></ul><ul><ul><li>Own the First Page </li></ul></ul>
    14. 14. ORM - Seriously <ul><li>73% don’t go past first page </li></ul><ul><li>71% don’t go past first 5 results </li></ul><ul><li>10% go to 3rd result </li></ul><ul><li>4.5% go to 5th result </li></ul>
    15. 15. ORM - Blended Search <ul><ul><li>Websites / Blogs </li></ul></ul><ul><ul><li>Social Media Profiles </li></ul></ul><ul><ul><li>Images / Video </li></ul></ul><ul><ul><li>News </li></ul></ul>
    16. 16. ORM - Blogging: SEO <ul><ul><li>Updated Content ( comments ) </li></ul></ul><ul><ul><li>Structured Content </li></ul></ul><ul><ul><li>RSS Feed </li></ul></ul><ul><ul><li>Interlinking </li></ul></ul>
    17. 17. ORM - Blogging: Ideas <ul><ul><li>Industry Observations </li></ul></ul><ul><ul><li>Tutorials / How To’s </li></ul></ul><ul><ul><li>Company News </li></ul></ul><ul><ul><li>Something More… </li></ul></ul>
    18. 18. ORM - Social Profiles <ul><li>The Big 3 Accounts </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><li>Secondary / Alternative Accounts </li></ul><ul><ul><li>YouTube, Vimeo, Flickr, etc… </li></ul></ul>
    19. 19. ORM - Image Ideas <ul><ul><li>Logos </li></ul></ul><ul><ul><li>Staff </li></ul></ul><ul><ul><li>Products </li></ul></ul><ul><ul><li>Events </li></ul></ul>
    20. 20. ORM - Video Ideas <ul><ul><li>Product Demos </li></ul></ul><ul><ul><li>Expert Interviews </li></ul></ul><ul><ul><li>Commercials </li></ul></ul><ul><ul><li>Professional Vlog </li></ul></ul>
    21. 21. ORM - News Options <ul><ul><li>Coverage </li></ul></ul><ul><ul><li>Press Releases </li></ul></ul><ul><ul><li>Newswires </li></ul></ul>
    22. 22. Social SEO - Promotion <ul><ul><li>Social News Sites </li></ul></ul><ul><ul><ul><li>Digg, StumbleUpon </li></ul></ul></ul><ul><ul><ul><li>Reddit, Propeller, Mixx, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Content Strategy </li></ul></ul><ul><ul><ul><li>Target Audience </li></ul></ul></ul><ul><ul><ul><li>Custom Content </li></ul></ul></ul>
    23. 23. Case Study: Sherweb <ul><ul><li>Hosting Company </li></ul></ul><ul><ul><li>Facebook Etiquette Blog Post </li></ul></ul><ul><ul><li>> 20,000 Uniques in 48 hours </li></ul></ul><ul><ul><li>> 58,000 Uniques over 1 Month </li></ul></ul><ul><ul><li>PageRank 3 </li></ul></ul>
    24. 24. Social SEO - Widgets <ul><ul><li>Off-Site Syndication </li></ul></ul><ul><ul><li>Referrals </li></ul></ul><ul><ul><li>Brand Awareness </li></ul></ul><ul><ul><li>Backlinks </li></ul></ul>
    25. 25. Case Study: Club Med <ul><ul><li>Embeddable Widget </li></ul></ul><ul><ul><li>4 Styles / 9 Content Categories </li></ul></ul><ul><ul><li>Install for Chance to Win Vacation </li></ul></ul><ul><ul><li>> 50 Blogs Installed Widget </li></ul></ul>
    26. 26. Social Presence <ul><ul><li>Facebook </li></ul></ul><ul><ul><li>& </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul>
    27. 27. Facebook <ul><ul><li>A place where people connect </li></ul></ul><ul><ul><li>A personal environment </li></ul></ul><ul><ul><li>Personal / Professional Collide </li></ul></ul><ul><ul><li>Limited Privacy </li></ul></ul>
    28. 28. Facebook <ul><ul><li>A place where people connect </li></ul></ul><ul><ul><li>A personal environment </li></ul></ul><ul><ul><li>Personal / Professional Collide </li></ul></ul><ul><ul><li>Limited Privacy </li></ul></ul>
    29. 29. Facebook <ul><ul><li>Profile ( Personal ) </li></ul></ul><ul><ul><li>Privacy ( Settings & Lists ) </li></ul></ul><ul><ul><li>Pages ( Fans & Likes ) </li></ul></ul><ul><ul><li>Facebook Connect </li></ul></ul>
    30. 30. Facebook To-Do’s <ul><ul><li>Share </li></ul></ul><ul><ul><ul><li>Status, Like, Upload, Tag </li></ul></ul></ul><ul><ul><li>Interact </li></ul></ul><ul><ul><ul><li>Wall, Messaging, Chat, Groups k </li></ul></ul></ul><ul><ul><li>Reconnect </li></ul></ul><ul><ul><ul><li>Network, Events, Reminders </li></ul></ul></ul>
    31. 31. LinkedIn <ul><ul><li>Where professional network </li></ul></ul><ul><ul><li>A professional environment </li></ul></ul><ul><ul><li>Controlled Privacy </li></ul></ul>
    32. 32. LinkedIn <ul><ul><li>Personal Profiles </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Company Profiles </li></ul></ul><ul><ul><li>Job Posts </li></ul></ul>
    33. 33. LinkedIn To-Do’s <ul><ul><li>Personal Branding </li></ul></ul><ul><ul><ul><li>Pic / Bio / Expertise </li></ul></ul></ul><ul><ul><li>Network </li></ul></ul><ul><ul><ul><li>Connect / Recommend </li></ul></ul></ul><ul><ul><ul><li>Introductions </li></ul></ul></ul><ul><ul><ul><li>Job Marketing </li></ul></ul></ul>
    34. 34. LinkedIn Profile
    35. 35. LinkedIn Profile <ul><ul><li>Bio ( keywords ) </li></ul></ul><ul><ul><li>Resume ( keywords ) </li></ul></ul><ul><ul><li>Recommendations </li></ul></ul><ul><ul><li>100% Complete </li></ul></ul>
    36. 36. LinkedIn Groups
    37. 37. LinkedIn Groups <ul><ul><li>Discussions </li></ul></ul><ul><ul><li>Member Networking </li></ul></ul><ul><ul><li>Jobs Opps & Promo </li></ul></ul>
    38. 38. Company Profiles <ul><ul><li>Description ( keywords ) </li></ul></ul><ul><ul><li>Services ( keywords ) </li></ul></ul><ul><ul><li>Employee Profiles </li></ul></ul><ul><ul><li>Analytics </li></ul></ul>
    39. 39. Company Profile
    40. 40. Company Services
    41. 41. Profile Analytics
    42. 42. Profile Analytics
    43. 43. Profile Analytics
    44. 44. Twitter <ul><ul><li>A place to share & discuss </li></ul></ul><ul><ul><li>A casual environment </li></ul></ul><ul><ul><li>Real Time </li></ul></ul><ul><ul><ul><li>Status, Like, Upload, Tag </li></ul></ul></ul><ul><ul><li>Complete Privacy </li></ul></ul><ul><ul><li>Complete Privacy </li></ul></ul>
    45. 45. Twitter Profile <ul><ul><li>Name </li></ul></ul><ul><ul><li>Bio / Pic </li></ul></ul><ul><ul><li>Username / URL </li></ul></ul><ul><ul><li>Advanced </li></ul></ul><ul><ul><ul><li>Design, Clients, Lists, WeFollow </li></ul></ul></ul>
    46. 46. Twitter To-Do’s <ul><ul><li>Listen </li></ul></ul><ul><ul><ul><li>Follow, Follow Back, Lists </li></ul></ul></ul><ul><ul><li>Share </li></ul></ul><ul><ul><ul><li>Tweets, Retweets </li></ul></ul></ul><ul><ul><li>Discuss </li></ul></ul><ul><ul><ul><li>@replies, #hashtags, DMs </li></ul></ul></ul>
    47. 47. The Tweet
    48. 48. The @Reply
    49. 49. The Retweet (RT)
    50. 50. The #Hashtag
    51. 51. Social Integration <ul><ul><li>Network Syndication </li></ul></ul><ul><ul><ul><li>One-Click Sharing </li></ul></ul></ul><ul><ul><li>Engagement / Conversion </li></ul></ul><ul><ul><ul><li>Single Login </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>User Data </li></ul></ul>
    52. 52. Network Syndication
    53. 53. User Data Facebook Twitter LinkedIn Google Yahoo! Name X X X X X Email X X X Nickname X X X Photo X X X X X Profile URL X X X X X Birthday X X X Gender X X Locaiton X X X X X Social Graph X X X X X More X X X X
    54. 54. Facebook Connect
    55. 55. Facebook Connect <ul><ul><li>Registration & Login </li></ul></ul><ul><ul><ul><li>Access Real User Data </li></ul></ul></ul><ul><ul><li>User Experience </li></ul></ul><ul><ul><ul><li>Like Button, Share This, etc… </li></ul></ul></ul><ul><ul><ul><li>k </li></ul></ul></ul><ul><ul><li>Open Graph </li></ul></ul>
    56. 56. Facebook Connect
    57. 57. Facebook Connect <ul><ul><li>Lollapalooza: 99% morePage Views </li></ul></ul><ul><ul><li>Gawker: 45% increase in registrations week over week </li></ul></ul><ul><ul><li>Joost: 30% more videos,15% more comments, and 38% more friend invites. </li></ul></ul><ul><ul><li>-- Source: Facebook </li></ul></ul>
    58. 58. Questions? <ul><li>CT Moore </li></ul><ul><li>[email_address] </li></ul><ul><li> </li></ul><ul><li>@gypsybandito </li></ul>