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Social Media StrategiesThe Landscape@shaunholloway | srholloway.com

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Why Do We Care?• Social Media Revolution Video

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Digital TransformationPrevious Era New EraTargets end-users Community of end-usersMonologue Communication Dialogue-based CommunicationAwareness Priority Engagement UpgradePush Strategy Pull StrategyProtected Communication Transparent CommunicationCreated by Organizations Co-created with end-usersBrand Management Focus Brand Stewardship Focus

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Emphasis on Promotion and PlaceThe Traditional Marketing MixProductAdvertisingDirect MarketingWeb MarketingSocial Media MarketingPersonal SellingPublic RelationsEmail MarketingPromotionPrice Place

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Definition of Social Media• There are a lot of definitions…really.• “Social media is an ever-growing and evolvingcollection of online tools and toys, platformsand applications that enable all of us tointeract with and share information.”~ Ann Handley

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- All areas connect to and support one another (2-way integration)- A strong core is needed to support interconnectednessCentral Websiteand CommunityVideoPhotosBlogsAudioSocialNetworksYouTubeVimeoVeohFlickrWebshotsPhotobucketPicasaSlideDailyMotionFacebookLinkedInForumsMicroblogsInterestGeneralUtterlyBlubrryInterestGeneralSitesCompanyIndividualInstitutionOrganicWeb & Social Media Marketing Basic ModelFeeds / Widgets BookmarkingEmail / PrintInterestGeneralBox IndicatesEXAMPLES of Tool andService Providers

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5 Second Memory Test• Look at the next slide for 5 secondsthen move forward• Write down as many lettersas you remember

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JFKN AS ANAT OUP SFBI

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Now do it again. Next slide.

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JFK NASA NATO UPS FBI

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Did you do better? Why?

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• Is your content cutting through the clutter?• Is your message recognizable at a glance?• Use familiar language and be brief• Monitor trends and current eventsLive Newsfeed Notice Test

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Find the “Sweet Spot”ChannelAudienceContentBe selectiveTake your timeSweetSpot

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- All areas connect to and support one another (2-way integration)- A strong core is needed to support interconnectednessCentral Websiteand CommunityVideoPhotosBlogsAudioSocialNetworksYouTubeVimeoVeohFlickrWebshotsPhotobucketPicasaSlideDailyMotionFacebookLinkedInForumsMicroblogsInterestGeneralUtterlyBlubrryInterestGeneralSitesCompanyIndividualInstitutionOrganicWeb & Social Media Marketing Basic ModelFeeds / Widgets BookmarkingEmail / PrintInterestGeneralBox IndicatesEXAMPLES of Tool andService Providers

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Social Media Landscape Grid – P1• Discuss ten social media tools• Identify how good each tool performs in eachof the four categories in terms ofTIME and/or MONEY– WORTH IT (green)– HELPFUL (yellow)– WASTE (red)

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Social Media Landscape Grid – P1Target AudienceCommunicationBrandAwarenessReferralTrafficSearch EngineOptimizationTwitterFacebookLinkedInYouTubeFlickrCredit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

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Social Media Landscape Grid – P1Target AudienceCommunicationBrandAwarenessReferralTrafficSearch EngineOptimizationRedditPinterestSlideshareGoogle+InstagramCredit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

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• Now, let’s compare answers• Discuss and compare to the following labelsand attributesSocial Media Landscape Grid – P2

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Social Media Landscape Grid – P2Target AudienceCommunicationBrandAwarenessReferralTrafficSearch EngineOptimizationTwitter There are a numberof tools to helptrack mentions andsentiment. Reach isbroad onceestablishedAllows opportunityto engage andspread news virally.Excellent forbranding and publicrelationsmanagementThe potential islarge, but over-promotion and toofrequent posts canturn off followers.Find a solid balanceAlthough tweets aregood for breakingnews, links providelittle to no value anddo not show up insearch resultsFacebook Great for engagingpeople, sharingoptions, andparticipation.Use the platform toorganically growfollowers and/orutilize ads to growthe follower base.Do not forget tokeep contentinterestingExcellent way toshare content fromthe website anddrive traffic. The useof share buttonscontinues toincrease cross-sharesLiking or sharingdoes not tend to bea long-term effecton search results.Data from this canhelp refine websitecontent to optimizeSEOCredit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

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Social Media Landscape Grid – P2Target AudienceCommunicationBrandAwarenessReferralTrafficSearch EngineOptimizationLinkedIn Engagement ispossible throughgroups, butmoderation isneeded to keepthem clean. Groupperformance andfrequency varyEffective forpersonal brandingas well as anorganization withbrand pagesMajority of userstend not to click-through; however,what traffic comestends to be fromrelevant readersfrom the targetaudienceMost LinkedIn pageswill rank in the topten; however,organizations have aharder time gettingthereYouTube Powerful channelfor quickly engagingthe audience andfeeding content tomany vehiclesExcellent tool once acatalog of video iscreated thatcollectivelyrepresents thebrand and relates tothe target audienceTraffic primarilygoes to the video,and links can beadded to thedescription;however, embeddedvideos into awebsite help bothwaysGreat for buildinglinks back to thewebsite andleveraging Google’svideo platform andtop search engineCredit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

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Social Media Landscape Grid – P2Target AudienceCommunicationBrandAwarenessReferralTrafficSearch EngineOptimizationFlickr Properly taggedphotosets andphotos helpcommunicateactivity andshowcase themessageParticipation ispossible but notlikely, butembedded photoslideshows helpsignificantlyEven with manyviews, the click-through rates to thewebsite remain lowWhile heavilyindexed by searchengines, properoptimization canrank well in searchresultsReddit When evaluating“sub-reddits,” thefeedback is valuable,but reach can varybased on relevanceThere is littlebrandingopportunity, as moststories are frommajor news sites.Images attribution islimitedIf Reddit likes thebrand, then traffic isgood. There isbalance on tryingtoo much and notenoughMake the front pageand many reputablesites will create linksto the websiteCredit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

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Social Media Landscape Grid – P2Target AudienceCommunicationBrandAwarenessReferralTrafficSearch EngineOptimizationPinterest Not a great platformfor engagingcustomers due tothe nature of thecollections andfunctionsFollowing andsharing pins canhelp spread thebrand’s impact andencourages othersto do the sameTraffic generation isbig, but only thewebsite needspinnable imagesPinterest’s“nofollow”attribution on itslinks eliminate thevalue of using this asan SEO tacticSlideshare Great fororganizations thatutilize slide decks.Embeddedpresentations intowebsite helpspromotionMany ways toleverage andincrease exposure.Strategically utilizethe Slideshare URLto encourage trafficVery similar toYouTube in thattraffic tends to staywithin the network.Embeddingslideshows andfeeds helpsLinked are nofollow,which provides noSEO benefit;however, SlideShareaccounts rank highlyfor brand names

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Social Media Landscape Grid – P2Target AudienceCommunicationBrandAwarenessReferralTrafficSearch EngineOptimizationGoogle+ Communication andengagementpossibilities aregreat, but userparticipation isrelatively lowMajority of brandsearches appear inGoogle searchresults and +1’s rankhighlyContent can beheavily shared andinfluence how thecontent ranks. Usingthe +1 button helpsReceiving +1’s onpages significantlyhelps page and siterankInstagram Little to nocommunicationexists within the sitefor engagementExcellent way toshow images ofofferings andpromote campaigns.API can push photosto sitesVery difficult. Onlythe creative and thesuper curious canaccomplishMost sharing ofimages arecontained withinrather than own siteCredit: Arrangement and content aided by Adobe’s CMO.com. Modified and enhanced by Shaun Holloway, srholloway.com

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Social Media StrategiesThe Landscape@shaunholloway | srholloway.comAP Olympics Video