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PRSA- search and social media collide

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How to utilize four of the core social media platforms to build brand and presence online.

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PRSA- search and social media collide

  1. 1. presents Search and Social Media Collide for PRSA – May 23, 2012 presented by Kathy Hokunson
  2. 2. Site-Seeker, Inc. 2011
  3. 3. Why is facebook important to search? Site-Seeker, Inc. 2011
  4. 4. Facebook Timeline for Brands• ALL Brand Pages will be 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
  5. 5. Activating Your TimelinePreview vs Publish Site-Seeker, Inc. 2012
  6. 6. Components to the 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. About Section• Standard brand profile picture or logo• Name• Total likes• #of people talking about this• Description• Address & Contact Info for local businesses – Click about link to unfold a map Site-Seeker, Inc. 2012
  11. 11. Page Apps• Timeline drawback – Moved to right side of about section. – No longer able to set special default pages for people who don’t like your page yet – Limits ability to promote contests and may reduce engagement with custom apps. Site-Seeker, Inc. 2012
  12. 12. Highlights Site-Seeker, Inc. 2012
  13. 13. Pinned Posts Site-Seeker, Inc. 2012
  14. 14. Admin Panel Site-Seeker, Inc. 2012
  15. 15. Twitter Top 10 Business Tips Site-Seeker, Inc. 2011
  16. 16. Community Site-Seeker, Inc. 2011
  17. 17. Community Site-Seeker, Inc. 2011
  18. 18. Community Site-Seeker, Inc. 2011
  19. 19. Community Site-Seeker, Inc. 2011
  20. 20. Community Site-Seeker, Inc. 2011
  21. 21. Community Site-Seeker, Inc. 2011
  22. 22. Direct Messages (DM) Do’s Thanks for follow, with personalized message Quick private conversations offline Don’ts Automated messages to new followers selling them Automated messages asking new followers to “LIKE” your Facebook page ANY automated message, period. Site-Seeker, Inc. 2011
  23. 23. ReTweets (RT)• Great way to connect with people you want to engage with.• Don’t just RT. Add value to the conversation. Site-Seeker, Inc. 2011
  24. 24. Hash Tags (#) #bbsmc #joltbolt Site-Seeker, Inc. 2011
  25. 25. Consistency Engage regularly Monitor and & consistently respond Utilize tools to Establish help maintain Xcommunity consistency CONSISTENCY Site-Seeker, Inc. 2011
  26. 26. PUSH PULL “Pull” tweets are “Push” tweets engaging and encourage are all about me! conversation. 10% 90% PUSH PULL Site-Seeker, Inc. 2011
  27. 27. Building Rapport RT’s DM’s#’s Shout Outs X RAPPORT Site-Seeker, Inc. 2011
  28. 28. Monitor Effectiveness Resource Bonus: 1. Go to youtube.com/user/siteseekerinc 2. Find the Jolt & Bolt Playlist 3. “Measuring Social Media ROI” Site-Seeker, Inc. 2011
  29. 29. Management Tools Site-Seeker, Inc. 2011
  30. 30. Blogging Site-Seeker, Inc. 2011
  31. 31. Ask an expert Site-Seeker, Inc. 2011
  32. 32. Why blog? • Become a thought leader – look to gain a competitive advantage • It’s fresh content! • Attract prospects and engage users • It’s a business tool! Site-Seeker, Inc. 2011
  33. 33. 5 Experts. 5 Keys.• Content• Consistency• Form & Function• Promotion• Engagement Site-Seeker, Inc. 2011
  34. 34. Content Don’t target your industry. Target your audience. How to find subjects? • Google Alerts • Google Reader Get to the point! Site-Seeker, Inc. 2011
  35. 35. Consistency • Post often – at least twice weekly. • Consider splitting long posts into 2 shorter posts Site-Seeker, Inc. 2011
  36. 36. Form & Function Don’t try to be funny if you’re not funny . . Grammar, spelling . . . PLEASE! Link. And link again. Site-Seeker, Inc. 2011
  37. 37. Engagement Form relationships by adding something to the discussion. • Start WWIII? • Link to other relevant blog posts. Be Interactive! Site-Seeker, Inc. 2011
  38. 38. Promotion • Socialize… • Don’t be afraid to promote yourself! Find a community, don’t try to build one. Distribute and repurpose blog content. Site-Seeker, Inc. 2011
  39. 39. YouTube Site-Seeker, Inc. 2011
  40. 40. YouTube Playbook Download it here: http://bit.ly/uY74KF Site-Seeker, Inc. 2011
  41. 41. YouTube AnalyticsAccording to The new analytics will help you better understand . . . • Your content • Your audience • Your programming Site-Seeker, Inc. 2011
  42. 42. YouTube AnalyticsBut what is your STRATEGY?? Site-Seeker, Inc. 2011
  43. 43. YouTube AnalyticsGetting started:• Macro to Micro• Compare Metrics• New videos and Older videos Site-Seeker, Inc. 2011
  44. 44. Where To Find Analytics Site-Seeker, Inc. 2011
  45. 45. 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
  46. 46. Audience Retention Rates Site-Seeker, Inc. 2011
  47. 47. Audience Retention Rates Site-Seeker, Inc. 2011
  48. 48. Audience Retention Rates Site-Seeker, Inc. 2011
  49. 49. Audience Retention Rates Site-Seeker, Inc. 2011
  50. 50. Community Engagement Site-Seeker, Inc. 2011
  51. 51. Tagging & Optimizing Content Site-Seeker, Inc. 2011
  52. 52. Tagging & Optimizing Content Site-Seeker, Inc. 2011
  53. 53. Need more info? Site-Seeker, Inc. 2011

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