Leveraging technology


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An overview of Twitter, facebook brand pages timeline, YouTube, Pinterest and Linkedin. How to use them effectively to build your brand aTund how to use the analytics to measure your effectiveness and modify your strategy.

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  • Linkedin. Honestly I LOVE linkedin. This to me is one of the best business social tool out there. It is clean and concise. It is all about business and it allows me to build my authority, connect with prospects and clients and grow my market . . . PROFESSIONALLY. I do have friends that are business associates as well and we connect on Linkedin and some have connected with me on facebook. Some cross over is okay but a complete break down of the barriers just doesn’t work for me.
  • My avatar here is much different than my facebook avatar. It is the professional me – all dressed up and ready to go to work. This is where I show the world what type of professional I am. Why people hire me and work with me – not why they have me over to dinner.
  • Now this is where the rubber hits the road for me. The value of my community. This is another issue of blurring the lines that I have had. More and more now people I have never met, had a conversation with and often times we have no one in common are connecting with me. Until recently I have taken a very hard line. If we haven’t met then you are not a connection. For me my success is in the quality of my network. In order to reach out to someone’s second connection they have to be willing to vouch for me. If they don’t know me how can they vouch for me and then what value is there in connecting with me. But I hear it more and more from people – they connect with anyone,. Quantity over quality. I am struggling with that one.
  • The Cover is a great opportunity be really engaging and inviting with your Facebook fans. It offers you to use powerful imagery to tell your story and draw your community to you and your brand. Take advantage of it and change it frequently. BUT there are some rules to the road. Facebook will not allow you to use any type of ads, promotion or calls to action in your cover. And honestly, they are right. The cover should engage and draw your community in. If everyone started building HUGE ads as the cover I would never go to those pages.
  • There are some free and easy tools to create really great covers. These are 5 that we found in a Mashable article and wanted to share with you.PicScatterProfile Picture MakerFace it PagesCover CanvasCover JunctionA Facebook App called Timeline Covers
  • The key to any successful twitter strategy is building it around a quality community. It doesn’t matter what you say if you are not talking with the right people. Follow your industry peers and leaders, prospects, clients, news reporters(click) Here are a few tools you can use to help build out that community.
  • Tweetgrader comes from Hubspot. A great tool to find top people in your area or by industry. You can also get a tweetgrader score of your twitter performance.
  • What are they?Do you have to “register” your hashtag?Can you just make them up?Tools for monitoring:Hashtag.orgTwitterfall.comMonitter.comGreat how-to hashtag article at http://mashable.com/2009/05/17/twitter-hashtags/Why use them? (CLICK)Hashtags are a great way to aggregate conversations.Usinghashtags helps to track and monitor who’s sharing your info and who’s jumping in to the conversation.Helps to build community; people may follow others based on their hashtag interests.When to use them? (CLICK)Be creative:EventsContestsNews
  • YouTube has created a fantastic tool called the YouTube playbook. Much of todays content originated from the YouTube Playbook. It is an in-depth guide created by YouTube to fully understand the concepts of a successful YouTube strategy, content creation, engagement and analytics.
  • Becoming fluent in YouTube Analytics takes time and practice. There is not quick tutorial or magic bullet that will make you an expert. You will need to spend some time digging around and understanding what the numbers say. But as you become more comfortable with interpreting the data it will really help guide your content. What you talk about, how you talk about it and how frequently. Your audience – what engages them, what keeps them watcing, what gets them to subscribe or favorite a video and most importantly what keeps them coming back for more?
  • Start with large time frames and look for areas of interest or peaks and valleys. Then dig into those specific dates or videos to learn more.Compare changes for different metrics against each other to understand the relationships behind themDon’t stay focused on just your new videos. Look at the older videos to see how they did perform, how they are currently performing and for those with staying power why? What can you learn to apply moving forward
  • On your channel home page click on settings, then on the next page the analytics button appears In the nav under the YouTube logo
  • And when you look at the description and the tags, you can see why. Very basic and not done well to draw in those long tail high level queries.
  • I have to admit I LOVE Pinterest. I could spend days lost in the beautiful images and content that just flows through it. It reminds of in HS when I would pull pictures and articles from magazines on the latest fashion trends or skiing sticking them up on my wall or making a poster. It’s a very virtual version of that concept only better. Know you can view others with similar interests and tastes and learn even more from what they discover. If you haven’t joined Pinterest I encourage you to check it out, but be warned . . . It will draw you in and won’t let you out!
  • The process is similar to the other social platforms, you have profile, description, picture and you follow and/or are followed back.
  • The reason we are hearing so much about Pinterest right now is it is going viral, RIGHT NOW. It grew 1.2 million uses in 42 days, just 42 days. YIKES, that kicks the growth numbers of any other platform out there.
  • In order to build a business Pinterest profile you need to register through your business twitter account. Currently Pinterest does not recognize Facebook business pages.Build out your business profile the same way you would any of your social media business profiles
  • There are two ways to engage peopleThey can follow your boards which means they will be notified via the newsfeed when the board is updatedThey can follow you as a user and they will notified each time you pin something.
  • Similar to all of your social platforms, build engaging data. Think of your business and in terms of things that would visually engage users and prospects. Make sure your promote your Pinterest profile the same way you would any of your other social platforms. Especially around images add the pin it button.
  • Be creative how can you visually represent your business, what new things can you create that will help clients and prospects visually understand what you do.
  • All new social platforms the links start as follow links, meaning that Google follows the links a bit of theGoogle page rank transfers. Typically as the platform grows the turn the links to “no follow” links to prevent spamming of their site. While a “no follow” link doesn’t transfer page rank Google still pays attention to the link. Also, in the last 12 months Google has started to pay close attention to social signals. Right now the links out of Pinterest have huge value, but we are not sure how long that will last. Included in our references is a link to a search engine journal article and interview with Matt Cutts from Google.
  • Chobani has done a great job with it’s Pinterest profile page. The images are very engaging and intriguing and draw the attention of people who are more likely to buy ChobaniYougur. I know this because I am am one of those people.
  • GE is a great example of B2B effectively utilizing Pinterest for brand and engagement. If GE can do it, you can do it. Their success really supports that Pinterest is for all businesses.
  • *Last week we discussed / debated the importance of community*I talked about my focus on building a community of quality*This week we will discuss how to establish Social Media ROI*What is ROI? In social media it is harder to define and difficult to put a real revenue number on it.
  • *Social Media is the most difficult to measure of all the marketing tools.*Supports and builds on the subtleties*You can measure engagement & influence*But understanding the value ties back to quality of community*In preparing for our conversation today. I did review and test 8 free tools online. *SocialMention, Whostalkin, Klout, Howsociable, backtype, trandistic, thinkup, and tinker.com. Will review the four highlighted here as the ones I found most relevant.Klout is my favorite
  • *Klout is my favoriteI have bias - I been using Klout for a few years now includes most social platformsI have Linkedin, facebook, foursquare and twitter linked to my Klout score
  • Klout breaks it down into understandable formats and really helps you to see if you are engaging, influencing and reaching your audience.
  • My 10 topics I appear to be influential about I was both pleased and disappointed*I probably spend a little too much time being social. But then again it is a social platform Connecticut is number 1 B2B and number 2social media as number 3 not sharing my thoughts and views on SEO, ROI, effective web strategies. While we do a ton of work in Social Media, our core business is Web Strategy for growth. need to start bringing that back in the conversation. What is great about this is. Now I will re focus some of my conversation and see if it I start to become influential about the SEO conversation again.
  • Why is this relevant? *helps you to understand your conversation and the impact it has. *If you are seen as an influencer of your peers then you are probably sharing relevant conversation. *Here are people I influence. But they also influence me. *comfortable that I am sharing content of value and quality relevant to my peers.
  • Ties back to our first slide - Just because people follow you doesn’t mean they listen to you. *understand your true reach. *Modification of content and outreach to your audience can change this dynamic. *But how can you modify your strategy if you don’t know how it is working?
  • *seem a bit hypocritical to last weeks comments on how silly badges areIcons all illustrate very important points on your effectiveness. If no one retweets you, then they aren’t seeing value. *If you don’t make it on to a few lists, you aren’t worth following, *Is it just your BFF retweeting you or do many people retweet you? *value, engagement.
  • Questions?Let’s continue the conversation …I wrote a more in depth comparative blog discussing FB v Plus and it’s posted on our site. Leave a comment on my blog for an extra entry in the Amazon gift card drawing at the end of the month…
  • So speaking of staying on top of search and social trends and their impact on business – Why not join us every Thursday at 10 am. Reserve your spot by registering at site-seeker.com…
  • Leveraging technology

    1. 1. TechnologyTrends: Balancing the Speed of Business vs. the Return on YOUR Investment presented by Kathy Hokunsonpresents
    2. 2. • Professional Resume . . .
    3. 3. • Credibility
    4. 4. Connecting
    5. 5. Facebook Timeline for Brands • ALL Brand Pages were moved to timeline March 30, 2012 • Cover allows for engaging designs, depth to the brand • Timeline tells a great story about the company & the brand • Allows for great cross promotion of all social platforms • Can make the visit more personal, more engaging, more social Site-Seeker, Inc. 2012
    6. 6. Components of Timeline for Brand • Cover • About Section • Page Apps • Messages • Highlights Fee • Pinned Posts • Friend Activity • Compose • Admin Panel Site-Seeker, Inc. 2012
    7. 7. Cover• DO – Visually Stunning – Intriguing – Engaging• DON’T – Create ads for your cover – Display calls to action in your cover or promote Facebook features such as “like this page” – Display purchase or pricing information Site-Seeker, Inc. 2012
    8. 8. Cover Examples Site-Seeker, Inc. 2012
    9. 9. Cover Tools Site-Seeker, Inc. 2012
    10. 10. Community Site-Seeker, Inc. 2011
    11. 11. Community Site-Seeker, Inc. 2011
    12. 12. Community Site-Seeker, Inc. 2011
    13. 13. Community Site-Seeker, Inc. 2011
    14. 14. Community Site-Seeker, Inc. 2011
    15. 15. Community Site-Seeker, Inc. 2011
    16. 16. Hash Tags (#) #bbsmc #joltbolt Site-Seeker, Inc. 2011
    17. 17. YouTube Playbook Download it here: http://bit.ly/uY74KF Site-Seeker, Inc. 2011
    18. 18. YouTube AnalyticsAccording to The new analytics will help you better understand . . . • Your content • Your audience • Your programming Site-Seeker, Inc. 2011
    19. 19. YouTube AnalyticsGetting started:• Macro to Micro• Compare Metrics• New videos and Older videos Site-Seeker, Inc. 2011
    20. 20. Where To Find Analytics Site-Seeker, Inc. 2011
    21. 21. What’s Being Reported • Views Reports – Views – Demographics – Playback Locations – Traffic Sources – Audience Retention • Engagement Reports – Subscribers – Likes and Dislikes – Favorites – Comments – Sharing Site-Seeker, Inc. 2011
    22. 22. Tagging & Optimizing Content Site-Seeker, Inc. 2011
    23. 23. Pinterest: Pinterest is a Virtual Pinboard. Pinterest lets you organize and share all the beautiful things you find on the web. People use pinboards to plan their weddings, decorate their homes, and organize their favorite recipes. Best of all, you can browse pinboards created by other people. Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests. Site-Seeker, Inc. 2012
    24. 24. What does it look like? Site-Seeker, Inc. 2012
    25. 25. So how hot is it? From January 1, 2012 to February 11, 2012 the daily user count went from 810,000 to 2,000,000 . . . WOW! Site-Seeker, Inc. 2012
    26. 26. Creating a Business Profile• Register with your Twitter account not your business Facebook account• Username = Company Name• Avatar = Logo• Description = Corporate Identity• Links = Social Media Platforms & Website – *Make sure you check “off” the visibility button for “Hide your profile from search” Site-Seeker, Inc. 2012
    27. 27. FollowingTwo ways to be followed1. Following a board2. Following a user Site-Seeker, Inc. 2012
    28. 28. Promote Pinterest • Promote your Pinterest profile • Create boards to engage users • Engage with others pins Site-Seeker, Inc. 2012
    29. 29. Visual Engagement• Product Images• Service in Action• Blog Images• Infographics• Data Charts• Content Creation Site-Seeker, Inc. 2012
    30. 30. Referral Traffic• Add links in the pins of your descriptions.• Pinterest links are “follow” links. All new social platforms started as follow links. Site-Seeker, Inc. 2012
    31. 31. Example: B2C Site-Seeker, Inc. 2012
    32. 32. Example: B2B & C Site-Seeker, Inc. 2012
    33. 33. Example: B2B Site-Seeker, Inc. 2012
    34. 34. Example: Charity and Non-Profits Site-Seeker, Inc. 2012
    35. 35. How do you know?
    36. 36. Tools to help . . .
    37. 37. www.klout.com
    38. 38. Influencing?
    39. 39. True Reach . . .
    40. 40. Just another way to know . . .
    41. 41. Management Tools Site-Seeker, Inc. 2011
    42. 42. QUESTIONS? Site-Seeker, Inc. 2011
    43. 43. Reserve your weekly spot today! Register at site-seeker.com Site-Seeker, Inc. 2011
    44. 44. Need more info? Site-Seeker, Inc. 2011