Remaining Agile Amidst Seismic Shifts in the Social Media Landscape


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Our CEO Kelly Cutler spoke at SES and gave some great insight into measuring Social Media ROI. Check it out!

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Remaining Agile Amidst Seismic Shifts in the Social Media Landscape

  1. 1. Remaining Agile Amidst Seismic Shifts in the Social Media Landscape Kelly Cutler CEO Marcel Media
  2. 2. Social Outlets – Unlimited Opportunities 2
  3. 3. Stats from The Pew Internet Project • Nearly half of Americans age 12 and older have a profile on at least one social networking site. • 86% of Americans 18-29 use social networks, and the number is growing for Americans 30-49 (61%), 50-64 (47%), and 65+ (26%). • Social Media users expected to reach 127 million by end of this year. Source: 3
  4. 4. The Challenge with Social Media The challenge with rapid social adoption lies in creating consistency with overall engagement and marketing strategies. 4
  5. 5. Let’s take a look at current trends with social outlets and tips for how to navigate them. 5
  6. 6. Agenda • Facebook Trends & Tactics 1 • YouTube Trends & Tactics 2 • Twitter Trends & Tactics 3 • Integrating Social Channels 4 5 • Useful Tools 6
  7. 7. Facebook Trends & Tactics 7
  8. 8. Facebook: Page Browser Page Browser is simply a collection of Facebook Pages, highlighted through Page photos, that users can sift through to discover and quickly “Like” Pages of interest. 8
  9. 9. Tactics Does your page give the info that your market is searching for • Make sure it does. Will users recognize your photo/image thumbnail? Add content to your page that users can actually like! Add Google Analytics to your page. 9
  10. 10. Facebook: Like Button The Facebook Like button, launched in April at f8, Facebook’s developer conference, is now present on roughly 2 million sites around the web, from sports sites to news organizations and more. Source: http://mashable.c /2010/09/24/faceb k-page-browser/ 10
  11. 11. Facebook Markup Language (FBML) 11
  12. 12. Increasing Likes on Facebook • Provide incentives • Post content that inspired conversation • Generate interest and maintain it • Drive interaction and engagement 12
  13. 13. Adding Google Analytics to Facebook 13
  14. 14. YouTube Trends & Tactics 14
  15. 15. YouTube: Longer Videos YouTube announced that it has increased its upload limit from 10 minutes to 15 for non-partners. On the YouTube blog, the video-sharing site explains that it’s been beefing up its copyright protection tools of late, i.e. the Content ID system (which lets copyright holders have more control over their content). Therefore, it’s less likely that users can, say, upload large chunks of movies and TV shows without permission. Note: Facebook allows lengths of up to 20 minutes Source: 15
  16. 16. 5 Tips for Successful Online Video 1. Begin with a powerful, creative message You don’t need an expensive crew – use a hand-held recorder. 2. Include branding/logo in your video 3. Create keyword-rich file, detailed tags, titles, and descriptions to identify video topic 4. Create an optimized, branded YouTube channel in a relevant category 5. Track your results Use tools such as: YouTube Insights (user metrics) and TubeMogul (distribution and analytics). 16
  17. 17. Twitter Trends 17
  18. 18. Twitter: New Interface With its new interface, the Twitter homepage is now a more logical place to advertise than it was before. An analytics dashboard: Rolling out starting in Q4, the dashboard will help Twitter users understand how tweets spread and who is spreading them. 18
  19. 19. Tips for Successful Tweets Include Keywords If you tweet a link, read everything in it before you submit. Find the important keywords and then write a tweet consisting of those alone. Addressing Key People Put a “cc:” at the end of the tweet with your preferred key people mentioned after it. Brand Your Tweets When branding a tweet, you simply make sure that what you tweet also has a hashtag branding on it - 2-3 hashtags max. 19
  20. 20. Increasing Followers on Twitter • Encourage retweets and share their value – What’s the point of retweeting? • Post links to your twitter profile on other social sites • Use hash tags (#) • Tweet photos 20
  21. 21. Tools to Monitor Twitter Tweetbeep • Tracks conversations which mention your company Thummit • Provides an analysis based on Twitter conversations Tweetmeme • Tracks and analyzes popular links on Twitter TwitterFriends • Tracks your interactions 21
  22. 22. Integration Social Channels 22
  23. 23. Create a data-driven strategy Performance on social platforms should not solely revolve around one negative comment or how many posts are executed. You have to consider the entire social landscape. • Establish your social strategy, including goals and objectives up-front. • All Social Media campaigns must be tracked in order to obtain the most accurate data available for the client. • Populate performance data at the end of every other week • Statistics should also be compared from month-to-month (e.g., “subscriptions are up from 90 last month to 100 this month and eventually year over year”) 23
  24. 24. Mapping it out – Create a Posting Schedule • Create a Social Media posting schedule that will allow you to plan & monitor your social media activities throughout the year. • Enter your monthly social media activities by channel (Networks, Blogs, etc.) • Review & print a summary of all activities in the "Social Media Activities Summary" tab (this will populate automatically) 24
  25. 25. KPIs for Social Media 25
  26. 26. Key Performance Indicators • Comments • Feedback (via the site) • Followers (follow something / someone) • Groups (create / join / total number of groups / group activity) • Like this (a simpler form of rating something) • Profile (update profile image,bio, links, etc) • Report spam / abuse • Time spent on key pages • Time spent on site (by source / by entry page) • Total contributors (and % active contributors) • Views (videos, ads, rich images) 26
  27. 27. Tips for moderation and interaction 27
  28. 28. Best Practices Know your target audience Some users may think that moderation will censor their comments. If the topics related to your company or industry are particularly controversial, this is an important consideration to plan for. Check moderation settings Every social network is different. Make sure to check how much control you can have over what users post or exactly what they’re allowed to post. Post your usage policy Tell your users the purpose of the page, profile or group. For example: “This page is meant to provide product and information updates for the XYZ Company. Any posts that deter from this topic will be removed.” 28
  29. 29. Free social tools that monitor efficiency 29
  30. 30. HootSuite HootSuite is a website and online brand management service, which publishes to websites such as Facebook, Twitter, LinkedIn, Foursquare, MySpace, and WordPress. It is also a Twitter client. • Spread messages • Monitor conversations • Collaborate with teams • Track results 30
  31. 31. TweetDeck TweetDeck is a free, personal real-time browser, connecting you with your contacts across Twitter, Facebook, MySpace, LinkedIn, Foursquare, Google Buzz and more. 31
  32. 32. Social Mention Social Mention is a free social media search and analysis platform that aggregates user generated content. Social Mention monitors 100+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc. 32
  33. 33. is a free social networking and micro-blogging web service that enables users to post to multiple social networks simultaneously. 33
  34. 34. Key Takeaways 34
  35. 35. Summary Take advantage of Social Media growth and innovations: •Updated Facebook Pages •Facebook “Likes” •Adding Google Analytics to Facebook •YouTube Video Length •Twitter’s New Interface Utilize tools to solidify your overall messaging and always track your efforts! 35
  36. 36. Speaker Contact Info Kelly Cutler Speaker Photo • • 312.280.1974 • Thank You! 36