The web is now 20 years old and there are over 40 billion webpages online. Social media platforms like Facebook, Twitter, YouTube, and Pinterest can be used to promote content and engage audiences. To succeed on social media, brands should create good content, encourage engagement through calls to action, be consistent in their posting, and measure the results of their efforts through metrics like user affinity and engagement.

1. Hi.

2. the web is now 20 years old

3. there are 40 billion webpages
onlin

11. 47 mil
25 mil
19.3 mil
18 mill
14 mill
8.7 mill
7.8 mil
7 mill
6 mil
4.5 mil

12. mysite

13. mysite
representative sample only

14. rs/
i to
s
vi
que
uni
on o
lli m
mysite
i
m
90
-1
180
representative sample only

15. rs/
i to (social =
s
vi 22% of time)
que
uni
on o
lli m
mysite
i
m
90
-1
180
representative sample only

16. rs/ 1 billion tweets/day
i to (social =
s
vi 22% of time)
que
uni
on o
lli m
mysite
i
m
90
-1
180
representative sample only

17. rs/ 1 billion tweets/day
i to (social =
s
vi 22% of time)
que
uni
on o
lli m
mysite
i
m
90
-1
180
65 million unique users/mo
representative sample only

18. rs/ 1 billion tweets/day
i to (social =
s
vi 22% of time)
que
uni
on o
lli m
mysite
i
m
90
-1
180
100,000,000 65 million unique users/mo
videos
representative sample only

19. rs/ 1 billion tweets/day
i to (social =
s
vi 22% of time)
que
uni
on o
lli m
mysite
i
m (% doesn’t even register)
90
-1
180
100,000,000 65 million unique users/mo
videos
representative sample only

20. rs/ 1 billion tweets/day
i to (social =
get your content off
s
vi 22% of time)
que
uni
your site and out to
on o
lli m
mysite
i
m (% doesn’t even register)
90
180
-1
where people are
spending their time
100,000,000 65 million unique users/mo
videos
representative sample only

23. online
display

24. online
display

26. paid search

30. lead gen

32. email

34. Social

36. the moment of critical mass

38. from relative obscurity to
epidemic...
which is good.

39. ideas, products, messages
and behaviors spread like
viruses.

40. 3 Rule of Epidemics

42. 1. The Law of the Few

43. 1. The Law of the Few
2. The Stickiness Factor

44. 1. The Law of the Few
2. The Stickiness Factor
3. The Power of Context

45. 1. The Law of the Few

46. 1967 - Six Degrees of
Separation study

47. 160 students in Nebraska

49. were given a letter with
instructions to get it to a
stockbroker in Boston

51. None of the students
knew the stockbroker

52. Took an average of
6 contacts

54. 3 people were the final
link for 50% of the
students

55. The Law of the Few...
the success of any kind of social
epidemic is heavily dependent on
the involvement of people with a
particular and rare set of social
gifts

57. 1. Connectors

58. 1. Connectors
2. Mavens

59. 1. Connectors
2. Mavens
3. Salespeople

60. Connectors are...

62. People with a special knack for
bringing the world together.

63. People with a special knack for
bringing the world together.
They link us up with the world

64. extraordinary knack

65. making friends &
acquaintances

66. they have large networks

67. they are successful
because of their ability to
span many different
worlds.

68. Mavens are...

70. information specialists

71. information specialists
people we rely on to connect us
with new information

72. information specialists
people we rely on to connect us
with new information
collect knowledge and know how to
share it

73. Salesmen are...

75. persuaders

76. persuaders
charismatic people we all want
to agree with.

77. hundreds = thousands

79. it’s not about the people
following you

81. it’s about the people who are
following the people who are
following you

82. some are more important
than others because they
are...

84. Connectors, Mavens and
Salespeople

85. not all communities are
created equal

86. FACEBOOK
twitter

88. Your Toolset:

89. Your Toolset:
Facebook

90. Your Toolset:
Facebook
Twitter

91. Your Toolset:
Facebook
Twitter
Youtube

92. Your Toolset:
Facebook
Twitter
Youtube
Pinterest

94. What is the difference?

95. What is the difference?
How do you use them?

96. What is the difference?
How do you use them?
Why use them all?

97. basic rules for winning on
the web in general and
social in particular are...

99. 1. create good content

100. 1. create good content
2. encourage engagement

101. 1. create good content
2. encourage engagement
3. be consistent

102. 1. create good content
2. encourage engagement
3. be consistent
4. measure

104. FB & Museums

105. FB & Museums
• Connect the museum to the public

106. FB & Museums
• Connect the museum to the public
• Promote exhibitions & programs

107. FB & Museums
• Connect the museum to the public
• Promote exhibitions & programs
• Provide customer service

108. FB & Museums
• Connect the museum to the public
• Promote exhibitions & programs
• Provide customer service
• Expose people to more art

109. FB & Museums
• Connect the museum to the public
• Promote exhibitions & programs
• Provide customer service
• Expose people to more art
• Foster community

110. If you know a company’s
mission, you can figure out
how to work with them.

111. Facebook’s mission:
To make the world a more
open and connected place.

112. Facebook’s wants to keep
people on their site
communicating with each
other

113. Facebook values
engagement - so that’s
what they measure

114. Talking about This
Metric
It shows you the number of unique people who have created a ‘story’ about your Page in the
last 7 days. The ‘story’ might include people:
Liking your Page
Posting on your Wall
Liking, commenting on or sharing a post, photo, video etc that you put on your Page
Answering a question you asked using the ‘question’ feature
RSVPing to an event
@ mentioning your Page in a post they make
Tagging your Page in a photo
Liking or sharing a check-in deal
Checking in at a Place

117. Talking about This
Metric
The Point: The more people talking about your business, the more people you’ll be
able to reach on Facebook. You’ll see now why it’s so important to get people
interacting and engaging with your content.
You might also be interested to know that top brands are currently getting 0.7%
engagement (on average) on this new metric.

118. Facebook doesn’t care if the
engagement is positive or
negative

119. if nobody is engaging with
your content
your content gets shown
less overall

120. 3 things Facebook thinks
are important...

122. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4
hours old*

123. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4
hours old*
*constantly changing stat.

124. 3 quick Facebook Tips

125. 1. Use a personal tone

126. 2. Always use a call to action
(tell me what you think)
(like this update if you X)

127. 3. Post during peak hours
7-9 am
5-7 pm
11 pm - 1 am

128. It’s interesting what makes
people respond...

129. Ask

130. Pretty pictures work
• Everyone loves a pretty
picture ...

131. Mavens are
• Develop a loyal fan base
and they will help you
manage the on-going
conversations on your
wall...

132. Keep it
online

133. Keep it
online

134. Keep it
online

135. Contests

136. Contests

137. Contests

138. Oops

139. Oops
FAIL!

141. Twitter = Media & Peers

142. Twitter & Museums

143. Twitter & Museums
• Headlines - PR

144. Twitter & Museums
• Headlines - PR
• More formal voice

145. Twitter & Museums
• Headlines - PR
• More formal voice
• Research

146. Twitter & Museums
• Headlines - PR
• More formal voice
• Research
• Announcements

150. 38 mentions x 3,071 followers
= 116,698 impressions

153. YouTube = video channel

159. Pinterest = photography

164. Is THIS your personal
computer?

165. Or is this?

166. It’s the one you take with
you everywhere.

167. Thank you.

168. that’s the new Edgerank
scoring system and here’s a
real life story...

170. A Real EdgeRank
•
Story
April: 1,411 likes
• Paramore takes over social
• May: 2,058 likes
• EdgeRank Score goes public: 24
• June: 3,183 likes
• EdgeRank Score increases to 29
• SplashGround Sweeps starts
• July 4,171 likes:
• EdgeRank Score decreases back to 24
• SplashGroundSweeps Ends
• August 4,310 likes:
• EdgeRank Scores settles at 21

171. A Real EdgeRank
WHY? July:
Story

172. A Real EdgeRank
Story
WHY? August