OMI afternoon workshop at SES 2009 with Hallie Janssen of Anvil Media Inc.

1. A How-To Guide to Social MediaAugust 10, 2009 Hallie Janssen Vice President 503.595.6050x221 hallie@anvilmediainc.com Twitter: @hallie_janssen Anvil Media, Inc.

2. Agenda 1:00-1:15pm: Introductions and Expectations 1:15-1:45pm: Overview of Social Media 1:45-2:00pm: How to Lurk and Listen 2:00-2:30pm: Retrevo Case Study 2:30-2:45pm: Twitter 2:45-3:00pm: Facebook 3:00-3:15pm: LinkedIn 3:15-3:30pm: YouTube, Flickr, Digg, delicious, & more 3:30-4:00pm: PC World & Macworld Case Study 4:00-4:15pm: Oregon State University Case Study 4:15-4:30pm: Tracking and Analytics

3. About Instructor Optimized first site in 1998 Technology and consumer background Lead agency and in-house teams Teach courses at Portland State University Lead social media and search engine trainings SEMpdx board member

4. About Anvil Media, Inc. Search engine marketing agency Specialize in SEO, PPC & SMM Founded in 2000 13 employees 40 clients PBJ 10th Fastest Growing Company 2007 PBJ 10th Most Philanthropic Company 2007

5. Anvil Media, Inc. Clients

6. What is SoMe?

7. What is Social Media? Definitions: Social = relating to humans and society i.e. consumers Media = medium used to store and deliver information or data i.e. Wordpress, Twitter, Facebook, Flickr, YouTube, etc Social Media = Internet-based tools for sharing and discussing information among human beings.

8. Social Media: Categories Forums: Google Groups Networking: LinkedIn, Facebook Blogs: WordPress, Typepad RSS: Bloglines, Newsgator Media Sharing: Flickr, YouTube Bookmarking: Delicious Expert Communities: Yahoo! Answers Wiki: Wikipedia, AboutUs Microblogging: Twitter

9. Social Media Marketing Statistics

10. Social Media Marketing Statistics

11. Social Media Marketing Statistics

12. Social Media Marketing Statistics

14. 412 years to view all videos on YouTube

15. 100,000,000 videos viewed on YouTube per day

16. 13,000, 000 articles on Wikipedia

17. 3.6 billion photos on Flickr

18. 3 million Tweets per day

20. Microsoft Sites: 691 million

21. Yahoo! Sites: 581 million

22. Facebook: 340 million

23. Wikimedia Foundation sites: 303 million

24. AOL: 280 million

25. eBay: 233 million

26. CBS Interactive: 186 million

28. Social Media Saturation Source: Universal McCann

29. Engaging an International Audience #1: Know the predominant platform & use it.

30. Engaging an International Audience #2: Speak their language – literally.

31. Engaging an International Audience #3: Tailor content based on local language & culture. Clean & Clear on China’s social media powerhouse QQ.com

33. ORM

34. Insights into demographics

35. Reach initiators

37. Insights Into Demographics Choose demographic data based on Facebook and YouTube stats

38. Insights Into Demographics Based on demographics data chosen, display advertising recommendations

39. Insights Into Keywords Facebook Lexicon

40. Insights Into Keywords BETA

41. Insights Into Keywords

42. Retrevo Case Studyw/ Robb Lewis

43. Lurking & Listening

45. Buzz monitoring: overall noise

46. Define insights: topic and tone

47. Define audience: key influencers, demographics

48. Competitive recon: topic and tone

50. SM2

52. Those already active

53. Everyone encouraged

54. Sample Guidelines: Intel and IBMGraph Source: Hutch Carpenter

55. Employee Engagement: Organizing

57. Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.

58. Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.

59. Respect proprietary information and content, and confidentiality.

60. When disagreeing with others' opinions, keep it appropriate and polite.

62. Be judicious

63. Write what you know

64. Perception is reality

65. It’s a conversation

66. Add value

67. It’s a responsibility

68. Create some excitement

69. Be a leader

70. Acknowledge mistakes

72. Be relevant

73. Be informative

76. 140 characters

77. Mainstream early 2009

78. Fewer users

79. High profile abandonment

82. Register other variations

83. Use multiple to humanize

84. Logo or photo

85. ClickableNow background

86. Optimize bio

87. Include location and link

88. Promote for inbound links

90. What kind of resources do you have?

91. What questions can you answer?

92. What else are people talking about: WhatTheTrend and BingTweets

93. Use Twitter Advanced Search

94. Go for the RT or retweet

95. Balance responses and tweets

97. Twitter Badge

98. Promote across all marketing

99. Add to Twitter directories

100. Sponsored Tweets

101. Find friends, make friends

102. Twitpic, Yfrog & Twitvid

103. Retweet button

104. Contests

106. Ow.ly, bit.ly, and BackTweets

107. Tweetmeme

108. Custom profile in Google Analytics

109. Twitalyzer integration with Google Analytics

111. Twitalyzer – What is your influence?

113. Clients: TweetDeck, Seesmic, Twhirl, TweetR, HootSuite

114. Search: Twitter Search, TweetScan, Twitterverse

115. Conversations: Quotably

116. Aggregation: FriendFeed

117. Tagging: Hashtag.org

118. Location: TwitterLocal

119. Services: CoTweet, TweetLater, Twapps.com, Twitterapps

122. Personal Portal

123. Pictures, Video

124. Recent increase in Boomers

126. Set landing page on Facebook

127. Set landing page off Facebook

128. Wildfire and Involver

130. Events

131. Discussions & Questions

132. Reviews

133. Polls

134. Contests & giveaways

135. Coupons

136. Newsletters

137. PDF’s & whitepapers

138. Offline content

139. Blog and Twitter Syndication

141. Address, City, State, Zip for local

142. Use “raw link” – don’t attach link

144. Promote page with an ad

145. Badge and link from website, signature file, other SoMe profiles

146. Send gift functionality

147. Offline promotion

149. Gender

150. Age

151. Education

152. Relationship status

153. Workplaces

155. Wall Posts

156. Comments

157. Fans & unsubscribed fans

159. Facebook Apps

160. Blog.facebook.com

161. Twitter.com/facebook

162. Insidefacebook.com

165. Groups & Q/A

167. Bio, link to web site

168. Promote for inbound links

170. Services and statistics

172. Status updates for freshness

173. New connections

174. Recommendations for dimension

176. Start a group

177. Request an introduction

178. Q& A

180. Post jobs and news

182. Others

184. SoMe: awareness, engagement

185. SEO: file names, titles, descriptions, tags, Universal Search

186. Promotion: advertising on site & videos

187. Metrics: views, ratings, subscribers, comments

189. SoMe: awareness

190. SEO: file names, titles, descriptions, tags

191. Metrics: comments, favorites, views

193. See latest trends on what people are reading via tags

194. Let others see your tags via public profile

195. SoMe: awareness

196. SEO: keyword research, citation

197. Metrics: # people saved, # notes made, types tags & notes

199. See latest trends on what people are reading via Diggs

200. SoMe: find your influencers, awareness

201. SEO: citation, do have nofollow tag

202. Metrics: # diggs, profile views, comments, friends, links

204. Oregon State UniversityCase Study

206. Case Study: Oregon State University Objective: Increase engagement & awareness in creative way Find a low cost way to reach audience Strategy: Engage in all social media forms Test concept before announcing Use crowd sourcing techniques to test Find passionate & affordable talent to manage content Learnings Along the Way: Don’t need an expert on the front lines Already had Facebook presence, had to create second page Already had LinkedIn group, more successful

207. Case Study: Oregon State University Success: Coverage from Mashable EduStyle award Increase in admissions Increase in fans, followers, subscribers

208. Tracking

210. Yahoo Pipes

211. Tealium

212. Trendrr

214. Custom Filter in Google Analytics

215. Custom Filter in Google Analytics

216. Q&A Hallie Janssen Anvil Media, Inc. hallie@anvilmediainc.com twitter.com/hallie_janssen www.anvilmediainc.com