4. Strategic
Communica;ons
Advisor
to
the
US
Military
Eric
Schwartzman
(front
center)
leads
social
media
training
exercises
at
US
Pacific
Command
to
promote
peace,
security
and
stability
throughout
the
Asia
Pacific
region.
5. Strategic
Communica;ons
Advisor
to
the
US
Dept
of
State
With
US
Ambassador
to
Italy
David
H.
Foreign
Service
InsStute
training
Thorne
at
Social
Media
Week
Rome.
center
outside
of
Washington,
D.C.
6. Keynote
Speaker
Kuala
Lumpur
2012
Beverly
Hills
2011
New
York
2010
Athens
2009
Singapore
2008
10. 10
Social
Media
Rockstar
Contest
• 1st
Prize
-‐
Most
liked
Facebook
post
tagged
@Social
Media
Training
• 2nd
Prize
–
Most
liked
or
commented
photo
on
Facebook
post
tagged
@Eric
Schwartzman
and
@Social
Media
Training
• 3rd
Prize
–
Most
retweeted
share
tagged
@ComplySocially
• Shares
must
be
useful,
relevant
and
authenSc.
No
pandering.
#SocialMediaTrainingFairbanks
@ericschwartzman
11. 11
Agenda
• Social
Media
Strategy
Break
• Social
Media
Monitoring
Break
• Search
Engine
OpSmizaSon
Lunch
• Blogs
in
PracSce
• TwiZer
Break
• Facebook
• Linkedin
#SocialMediaTrainingFairbanks
@ericschwartzman
13. 13
The
Problem
• 85%
of
consumers
expect
to
be
able
interact
with
companies
on
social
networks.
• 79%
of
companies
are
either
using
or
planning
to
use
social
media.
• But
only
12%
are
doing
so
effecSvely.
#SocialMediaTrainingFairbanks
@ericschwartzman
14. 14
The
Mistake
Likes,
Comments
and
Shares
determine
rank
+1s,
Comments
and
Shares
determine
rank
in
the
newsfeed
in
the
newsfeed
#SocialMediaTrainingFairbanks
@ericschwartzman
15. 15
The
Rules
#SocialMediaTrainingFairbanks
@ericschwartzman
17. 17
The
Solu;on
#SocialMediaTrainingFairbanks
@ericschwartzman
18. 18
Hard
Sells
Don’t
Work
#SocialMediaTrainingFairbanks
@ericschwartzman
19. 19
Sales
and
Marke;ng
Content
is
Less
Desirable
The
first
step
was
to
add
blogs
and
message
boards
in
the
hope
that
irate
customers
will
talk
to
the
company
rather
than
gripe
to
the
whole
Internet.
"If
we
don't
do
that
at
Dell.com,
it's
going
to
be
on
CNET
or
somewhere,"
Michael
Dell
says.
"I'd
rather
have
that
conversaSon
in
my
living
room
than
in
somebody
else's."
hMp://cnnmon.ie/dell-‐value-‐prop
#SocialMediaTrainingFairbanks
@ericschwartzman
20. 20
The
Business
Case
Paid
Earned
Brochures
Discoverable
Search
through
Search
Shareable
through
Social
Person-‐to-‐Person
Social
Networks
#SocialMediaTrainingFairbanks
@ericschwartzman
27. 27
The
Integra;on
Homeland
YouTube
Channel
Facebook
Like
Box
Flickr
Widget
TwiZer
Stream
Google
Map
Embassies
#SocialMediaTrainingFairbanks
@ericschwartzman
28. 28
Case
Study
#SocialMediaTrainingFairbanks
@ericschwartzman
29. 29
Content Marketing Roadmap
Video
Webcast
&
YouTube
PowerPoint
SlideShare
Text
Transcript
Blog
Post
MP3
Podcast
Conference
Call,
Product
Demo,
Customer
Service
Calls,
Sales
Calls,
Technical
InformaSon
#SocialMediaTrainingFairbanks
@ericschwartzman
30. 30
The
Process
OrganizaSonal
CommunicaSons
TwiZer
DesSnaSon
Website
YouTube
&
Flickr
Customer
News
Media
ConsStuents
Service
#SocialMediaTrainingFairbanks
@ericschwartzman
41. EXERCISE:
Build
a
Social
Media
Monitoring
Dashboard
• Learn
Social
Media
Monitoring:
Subscribing
to
News
and
Blogs
hZp://news.google.com
#SocialMediaTrainingFairbanks
• Learn
Social
Media
Monitoring:
Subscribe
2
Online
BulleSn
Boards
&
Forums
hZp://boardreader.com/
#SocialMediaTrainingFairbanks
• Learn
Social
Media
Monitoring:
Subscribe
to
TwiZer
Searches
hZp://bit.ly/demo-‐rss-‐1
#SocialMediaTrainingFairbanks
• Learn
Social
Media
Monitoring:
Subscribe
to
Facebook
Pages
hZp://bit.ly/demo-‐rss-‐2
#SocialMediaTrainingFairbanks
• Learn
Social
Media
Monitoring:
Subscribe
to
YouTube
Searches
hZp://bit.ly/demo-‐rss-‐3
#SocialMediaTrainingFairbanks
• Learn
Social
Media
Monitoring:
Subscribe
to
Wikipedia
arScles
hZp://bit.ly/demo-‐rss-‐4
#SocialMediaTrainingFairbanks
42. Social
Media
Mapping
with
www.Diigo.com/tools/toolbar
Tagged
Hyperlinks
Private
Op;on
Meta
Data
Tag
or
Category
71. 71
On
Page
vs.
Off
Page
Op;miza;on
Photo
by
Runder
#SocialMediaTrainingFairbanks
@ericschwartzman
72. 72
Case
Study:
On-‐Page
Op;miza;on
#SocialMediaTrainingFairbanks
@ericschwartzman
73. 73
Case
Study:
On-‐Page
Op;miza;on
#SocialMediaTrainingFairbanks
@ericschwartzman
74. 74
Case
Study:
On-‐Page
Op;miza;on
#SocialMediaTrainingFairbanks
@ericschwartzman
75. 75
Case
Study:
On-‐Page
Op;miza;on
site:
hZp://www.opensiteexplorer.org/
#SocialMediaTrainingFairbanks
@ericschwartzman
76. 76
Case
Study:
On-‐Page
Op;miza;on
#SocialMediaTrainingFairbanks
@ericschwartzman
77. 77
Case
Study:
On-‐Page
Op;miza;on
#SocialMediaTrainingFairbanks
@ericschwartzman
78. 78
On-‐Page
Op;miza;on:
Anchor
Text
Links
The
anchor
text
or
link
label
is
the
visible,
clickable
text.
Like
this
hyperlink.
Anchor
text
is
how
Google
determines
relevance.
Poor
hyperlink
usage:
We
have
the
widest
selec;on
of
baseball
gloves.
To
visit
our
store,
click
here.
A
beZer
way
of
linking
would
be:
Baseball
Gloves:
Widest
selec;on
online.
#SocialMediaTrainingFairbanks
@ericschwartzman
79. 79
Basics:
Off
Page
SEO
• Brower
Page
Titles
-‐or-‐
Title
Tags
• Meta
Page
DescripSons
-‐or-‐
Meta
DescripSons
#SocialMediaTrainingFairbanks
@ericschwartzman
99. 99
Hands-‐On
Exercises:
Blogging
in
Prac;ce
1. Blogging
for
Business:
How
To
Blog
&
Hyperlink
Anchor
Text:
hZp://www.blogger.com
#SocialMediaTrainingFairbanks
2. Blogging
for
Business:
How
To
Blog
Photos:
hZp://www.flickr.com
#SocialMediaTrainingFairbanks
3. Blogging
for
Business:
How
To
Blog
Videos:
hZp://www.youtube.com
#SocialMediaTrainingFairbanks
4. Blogging
for
Business:
How
to
Blog
a
PowerPoint
Deck:
hZp://www.slideshare.com
#SocialMediaTrainingFairbanks
5. Blogging
for
Business:
How
to
Blog
Audio
from
an
iPhone:
hZp://www.soundcloud.com
#SocialMediaTrainingFairbanks
6. Blogging
for
Business:
Live
Stream
Video
from
an
iPhone:
hZp://www.ustream.tv
#SocialMediaTrainingFairbanks
#SocialMediaTrainingFairbanks
@ericschwartzman
103. 103
Value
Proposi;on:
Real
Time
Search
finds
what’s
already
happened
finds
what’s
happening
now
#SocialMediaTrainingFairbanks
@ericschwartzman
104. 104
TwiMer
as
SOS
Trending
Topic
Trending
Selected
Topics
Daily
Trending
Keywords
ReTweet
Volume
Over
Time
TwitPic
of
Missing
Girl
#SocialMediaTrainingFairbanks
@ericschwartzman
105. 105
TwiMer
as
SOS
#SocialMediaTrainingFairbanks
@ericschwartzman
106. 106
TwiMer
Turns
Customer
Service
into
PR
“
's
smallness
allowed
more
posts
to
go
up
more
frequently.
Likewise,
it
was
faster
and
easier
for
people
to
respond,
and
thus
the
conversaSon
moved
faster
and
very
ooen
went
further
on
TwiZer
than
it
did
on
standard
blogs,"
Excerpted
from
TwiZerville
by
Shel
Israel
#SocialMediaTrainingFairbanks
@ericschwartzman
107. Anatomy
of
TwiMer
Tweet
Field
Number
of
unused
characters
The
Tweets
of
everyone
I’m
following
108. Anatomy
of
a
Tweet
@men;ons
-‐or-‐
@replies
Shortened
URL
112. Anatomy
of
TwiMer:
Direct
Messages
or
DMs
Where
I
find
my
DMs
To
minimize
spam,
I
can
only
DM
someone
following
me
Private
conversa;on
between
me
and
Steve
113. Anatomy
of
TwiMer:
Direct
Messages
or
DMs
Where
I
find
my
DMs
Private
DM
Private
conversa;on
from
Peeps
I’m
following
114. Anatomy
of
TwiMer:
Favorites
Where
my
Favorites
are
Tweets
I’ve
Favorited
116. Anatomy
of
TwiMer:
Followers
and
Following
Click
Here
To
Here
To
Click
See
Who
Who’s
See
Someone
is
Following
You
Following
Click
Here
for
More
Features
@replies
DM
Lists
Block
Report
120. TwiMer
for
Business:
Hands-‐On
Exercises
• TwiZer
for
Business:
Search
Tweets
by
Zip
Code
hZps://twiZer.com/search
#SocialMediaTrainingFairbanks
• TwiZer
for
Business:
Master
the
TwiZer
Mobile
App
hZps://twiZer.com/download
#SocialMediaTrainingFairbanks
• TwiZer
for
Business:
Install
a
Tweet
BuZon
on
Your
Blog
hZps://twiZer.com/about/resources/buZons
#SocialMediaTrainingFairbanks
• TwiZer
for
Business:
Install
a
Follow
BuZon
on
Your
Blog
hZps://twiZer.com/about/resources/buZons
#SocialMediaTrainingFairbanks
• TwiZer
for
Business:
Install
a
Faves
Widget
on
Your
Blog
hZps://twiZer.com/seqngs/widgets
#SocialMediaTrainingFairbanks
125. 125
Facebook:
Marke;ng
Goals
for
Organiza;ons
Source:
Facebook
PresentaSon
“Working
Together
to
Build
Social
News”
#SocialMediaTrainingFairbanks
@ericschwartzman
135. Ask
Easy
to
Answer
Ques;on
Source:
Strategies
for
EffecSve
Facebook
Wall
Posts
1
3
5
136. 136
Wall
Posts
Stats
on
Length
Source:
Strategies
for
EffecSve
Facebook
Wall
Posts
#SocialMediaTrainingFairbanks
@ericschwartzman
137. Stats
on
Link
Shorteners
Engagement
rates
are
3x
higher
for
posts
that
have
a
full
length
URL
Source:
Strategies
for
EffecSve
Facebook
Wall
Posts
1
3
7
138. Engagement
Rates
are
Higher
Outside
of
Business
Hours
Source:
Strategies
for
EffecSve
Facebook
Wall
Posts
1
3
8
139. Facebook
Pages
TOS
Report
Abuse
Here
hMp://bit.ly/Facebook-‐Pages-‐TOS
150. Facebook
for
Business:
Hands-‐On
Exercises
• FB
for
Business:
Share
a
Photo
Album
on
a
Facebook
Page
hZps://www.facebook.com/help/154716187927788/
#SocialMediaTrainingFairbanks
• FB
for
Business:
Put
a
Facebook
Like
BuZon
on
Your
Blog
hZps://developers.facebook.com/docs/reference/plugins/like/
#SocialMediaTrainingFairbanks
• FB
for
Business:
Use
the
Facebook
Pages
Mobile
App
hZps://www.facebook.com/help/261725130600682/
#SocialMediaTrainingFairbanks
• FB
for
Business:
Post
Photos
to
a
Facebook
Page
via
Instagram
hZp://instagram.com/
#SocialMediaTrainingFairbanks
• FB
for
Business:
Check-‐In
on
Facebook
from
Foursquare
hZps://foursquare.com
#SocialMediaTrainingFairbanks
168. Hands-‐On
Linkedin
Exercises
• Linkedin
for
Business:
How
to
Find
Good
Linkedin
Groups
hZp://socialmediacompliancetraining.com/how-‐to-‐use-‐linkedin-‐
groups-‐like-‐a-‐pro/
#SocialMediaTrainingFairbanks
• Linkedin
for
Business:
PosSng
Links
to
Linkedin
and
EdiSng
the
Meta
Data
#SocialMediaTrainingFairbanks
• Linkedin
for
Business:
Install
a
Share
BuZon
on
a
Blog:
hZp://developer.linkedin.com/publishers
#SocialMediaTrainingFairbanks
• Linkedin
for
Business:
Install
a
Follow
BuZon
on
a
Blog:
hZp://developer.linkedin.com/plugins/follow-‐company
169. 169
The
Poli;cs
•
Channel
social
• SaSsfy
audit
media
through
trails
External
Comms
Strict
Regulatory
Management
Oversight
Oversight
Exploratory
Embraces
and
Curious
Change
•
Implement
•
Get
at
ROI
of
social
media
social
media
policy
&
training
#SocialMediaTrainingFairbanks
@ericschwartzman
170. Social
Media
Services
Social
Media
Audits
SEO
&
Web
Digital
Development
Strategy
Corporate
Social
Media
Social
Media
Training
Policy
171. Online
Social
Media
Training
Courses
hMp://bit.ly/online-‐social-‐media-‐training
