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Op-tuh-muh-zey-shuhnTalking social for business & personal brands                                                1
Topics of Note•   LinkedIN•   Twitter•   Google•   Facebook•   Connecting the Dots                          2
LinkedIN           3
Topics of Note• Thought Leadership• Insights• Specialization                       4
“The Networking that matters is helpingpeople achieve their goals, so that overtime, they’ll do the same for you- Seth God...
Continued Growth & Expansion                               6
Thought Leadership• Importance of Groups  – Creating & Participating  – Research & Learning• Events  – Participating  – Pr...
Thought Leadership• Company status updates                           8
Answers          9
Group Insights                 10
Specialization | Veterans                            11
Specialization | Alumni                          12
Specialization | Skills & Expertise                                      13
Twitter          14
Topics of Note• Twitter + iOS• Stories                  15
iOS      16
Stories          17
Google         18
Topics of Note• Changing Face of Search• Google+ for Business                            19
Panda 2.X Insights•   Creating valuable content•   Consolidating approximate duplication•   Getting rid of exact duplicati...
Social + Search                  21
Social + Search                  22
Google+ for Business• Creating, Sharing   – Pages, Hangouts, Circles• Promote   – The +1 Button, G+ Icon, Social Plug-ins,...
The +1 Button• G+ Business Page is your “home” for all +1’s• Connect with your consumers• Connect across Google Touchpoint...
Wild Wild West is Open• Step 1. Reserve your brand page url• Verification issues from jumpstreet   – Snippet of code: “Ver...
Features• Circles provide the ability to segment users• Remove unwanted tabs   – No videos? OK, remove the tab• Lock posts...
Adwords Social Extension• Connect the Google+ Business Page to Adwords Ads                                                ...
Direct Connect• Connecting Google+ Pages to Google Search  – Dedicated result vs. the index                               ...
Direct ConnectA page’s eligibility for Google+ Direct Connect isdetermined algorithmically, based on certain signals weuse...
Direct Connect                 30
The Design of Google+• Gmail is live• Expanding to YouTube  – Eventually                         31
Facebook           32
Topics of Note•   New Advertising Opportunities•   Expansion of Open Graph•   New Metrics•   New User Features•   EdgeRank...
The Social Platform• Still big, orca big   – Global: 800+ million users,   – US: 150+ million users, 15% growth over last ...
Advertising              35
Expanded Premium Ads• Turning post activity into interactive ads                                               36
EdgeRank           37
Social Optimization• EdgeRank is the algorithm powering what displays in  your newsfeed, think search optimization• Logic ...
GraphRank• GraphRank is designed to help users find apps that  have been successful with their friends   – The more their ...
So What?• If you create an App or Brand Page and nobody  interacts with it, was it ever created?   – EdgeRank and GraphRan...
Social Graph               41
Deeper Social Integration                            42
Personalizing Social Interaction• Verbs, Verbs + Nouns   – Watching, Reading, Listening,     Trying On, Flying, Cooking• B...
Metrics          44
Friend Activity w/Brands                           45
People Talking About This• User-initiated activity related  to a Page   – Wall     posts, “Liking”, Commenting, S     hari...
User Features                47
User Features | Newsfeed + Ticker                                    Ticker             Newsfeed                          ...
Timeline           49
Timeline           50
Subscribe• Creating the ability to have public Facebook  Posts, separate from private conversations                       ...
Mobile         52
Mobile• Native Apps   – iOS, Android• Mobile Web-Based Apps   – HTML 5• Use of Facebook credits in Mobile   – In-App, In-G...
</Firehose>              54
Inventory & Approach      Title                        Description                Links                                   ...
Aggregators• Option to get info out to all outlets   – http://manageflitter.com/plus   – +Rob McGee• Consider brand voice/...
Bringing it all Together1. Your website has never been more important   – Let social enhance the experience2. Ensure all d...
Bringing it all Together4. Content is still king   – Shift from Impressions/Reach to Action/Engagement   – People rarely r...
Be Social            59
Branding Forward Projectwww.BrandingForwardProject.com                                 60
Jason Loehr        SVP, Strategy & Development        jloehr@madpow.net        (502) 509-4653        @jloehr        http:/...
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Social Optimization for Small/Medium Business

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Presentation to the Louisville Digital Association on optimizing your social presence, targeting small/medium business.

Published in: Technology, News & Politics
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Social Optimization for Small/Medium Business

  1. 1. Op-tuh-muh-zey-shuhnTalking social for business & personal brands 1
  2. 2. Topics of Note• LinkedIN• Twitter• Google• Facebook• Connecting the Dots 2
  3. 3. LinkedIN 3
  4. 4. Topics of Note• Thought Leadership• Insights• Specialization 4
  5. 5. “The Networking that matters is helpingpeople achieve their goals, so that overtime, they’ll do the same for you- Seth Godin 5
  6. 6. Continued Growth & Expansion 6
  7. 7. Thought Leadership• Importance of Groups – Creating & Participating – Research & Learning• Events – Participating – Promoting 7
  8. 8. Thought Leadership• Company status updates 8
  9. 9. Answers 9
  10. 10. Group Insights 10
  11. 11. Specialization | Veterans 11
  12. 12. Specialization | Alumni 12
  13. 13. Specialization | Skills & Expertise 13
  14. 14. Twitter 14
  15. 15. Topics of Note• Twitter + iOS• Stories 15
  16. 16. iOS 16
  17. 17. Stories 17
  18. 18. Google 18
  19. 19. Topics of Note• Changing Face of Search• Google+ for Business 19
  20. 20. Panda 2.X Insights• Creating valuable content• Consolidating approximate duplication• Getting rid of exact duplication• Improving usability – Ensuring valuable & engaging UX – Providing easy and useful navigation – Not obscuring content with an vast amount of ads• Working on engagement – Building a site that people want to stay on, link to, return to, share, and otherwise show happiness towards 20
  21. 21. Social + Search 21
  22. 22. Social + Search 22
  23. 23. Google+ for Business• Creating, Sharing – Pages, Hangouts, Circles• Promote – The +1 Button, G+ Icon, Social Plug-ins, Direct Connect• Measurement – Search, Analytics, Ripples 23
  24. 24. The +1 Button• G+ Business Page is your “home” for all +1’s• Connect with your consumers• Connect across Google Touchpoints – Search – Display Ads – Video – Mobile – G+ Pages & Sites 24
  25. 25. Wild Wild West is Open• Step 1. Reserve your brand page url• Verification issues from jumpstreet – Snippet of code: “Verified Name” – Brand-jacking has occurred 25
  26. 26. Features• Circles provide the ability to segment users• Remove unwanted tabs – No videos? OK, remove the tab• Lock posts• Hide follower counts – Helpful as your building a fan base• Add links to About page 26
  27. 27. Adwords Social Extension• Connect the Google+ Business Page to Adwords Ads 27
  28. 28. Direct Connect• Connecting Google+ Pages to Google Search – Dedicated result vs. the index 28
  29. 29. Direct ConnectA page’s eligibility for Google+ Direct Connect isdetermined algorithmically, based on certain signals weuse to help understand your page’s relevancy andpopularity. In addition to this analysis, we look for a linkbetween your Google+ page and your website.To help Google associate this content, be sure to connectyour Google+ page and your website using the Google+badge, or by adding a snippet of code to your site, inaddition to adding your website link to your page. 29
  30. 30. Direct Connect 30
  31. 31. The Design of Google+• Gmail is live• Expanding to YouTube – Eventually 31
  32. 32. Facebook 32
  33. 33. Topics of Note• New Advertising Opportunities• Expansion of Open Graph• New Metrics• New User Features• EdgeRank• Mobile 33
  34. 34. The Social Platform• Still big, orca big – Global: 800+ million users, – US: 150+ million users, 15% growth over last 12 mos. – The 50% Factor• fCommerce strategies continue to emerge• Continue to work with security & privacy – Consumer trust remains an issue – FBML Apps will stop working on 1/1/2012 34
  35. 35. Advertising 35
  36. 36. Expanded Premium Ads• Turning post activity into interactive ads 36
  37. 37. EdgeRank 37
  38. 38. Social Optimization• EdgeRank is the algorithm powering what displays in your newsfeed, think search optimization• Logic is based on objects and edges – Object = Post itself, e.g. text, links, photos – Edge = Action taken on an object, e.g. like, comment, share• Edge score is determined by multiple factors – Affinity between Edge creator and owner of Newsfeed – Weight for Edge type, e.g. links/photos higher than text – Time is the decay factor for how long ago Edge was created 38
  39. 39. GraphRank• GraphRank is designed to help users find apps that have been successful with their friends – The more their friends value an app, the more prominently that app will display in their News Feed• Subset of EdgeRank applied to Apps Only – EdgeRank is for Fan Page Owners – Graphrank is for App Developers• Similar calculation to EdgeRank – Affinity, Weight, Time – Interactions which are similar to Edges 39
  40. 40. So What?• If you create an App or Brand Page and nobody interacts with it, was it ever created? – EdgeRank and GraphRank are the PageRank of social• Consider all the objects when it comes to activity – Don’t post one photo, post three 40
  41. 41. Social Graph 41
  42. 42. Deeper Social Integration 42
  43. 43. Personalizing Social Interaction• Verbs, Verbs + Nouns – Watching, Reading, Listening, Trying On, Flying, Cooking• Branded applications personalizing social actions – Jason ran – Jason ran 3 miles with Nike+ 43
  44. 44. Metrics 44
  45. 45. Friend Activity w/Brands 45
  46. 46. People Talking About This• User-initiated activity related to a Page – Wall posts, “Liking”, Commenting, S haring a Post, Answering a Question, Mentioning a Page, Check-ins• Importance of “comment- worthy” content• Activity only, not sentiment 46
  47. 47. User Features 47
  48. 48. User Features | Newsfeed + Ticker Ticker Newsfeed 48
  49. 49. Timeline 49
  50. 50. Timeline 50
  51. 51. Subscribe• Creating the ability to have public Facebook Posts, separate from private conversations 51
  52. 52. Mobile 52
  53. 53. Mobile• Native Apps – iOS, Android• Mobile Web-Based Apps – HTML 5• Use of Facebook credits in Mobile – In-App, In-Game purchases• Locations Tab 53
  54. 54. </Firehose> 54
  55. 55. Inventory & Approach Title Description Links 55
  56. 56. Aggregators• Option to get info out to all outlets – http://manageflitter.com/plus – +Rob McGee• Consider brand voice/tone matching outlet 56
  57. 57. Bringing it all Together1. Your website has never been more important – Let social enhance the experience2. Ensure all dots are connected… – “Not which outlets we use… How well we use them all” – Establish the ecosystem, be proactive in the approach to each channel and how it relates to others (lead vs. support)3. Continue to test – How YOUR users are engaging with you vs. trends – FB Tabs vs. Landing Pages, Ad formats, creative 57
  58. 58. Bringing it all Together4. Content is still king – Shift from Impressions/Reach to Action/Engagement – People rarely revisit fan pages on FB5. Clearly defined Calls-to-Action6. Value is critical – Especially before you get to value-add7. Remember your social fundamentals – Be genuine, Be remarkable, Be yourself… 58
  59. 59. Be Social 59
  60. 60. Branding Forward Projectwww.BrandingForwardProject.com 60
  61. 61. Jason Loehr SVP, Strategy & Development jloehr@madpow.net (502) 509-4653 @jloehr http://bit.ly/ldasocialoptimization 61

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