The document outlines social media marketing strategies and emphasizes the importance of weak ties in networking, suggesting that these connections can help establish credibility, influence, and social capital. It details objectives for brand engagement, listening to customer feedback, and utilizing various social media platforms effectively. Key tools and metrics for measuring online presence and interaction are discussed, alongside tips for creating appealing content and engaging with target audiences.

1. collin@bluezoocreative.com
Twitter.com/ccondray
4/23/2013

2. Who we are – Collin Condray
 17 years experience in
web development
 Retail data analysis for
multi-billion dollar
companies (3M and
Tyson)
 Social media marketing
 Agency experience with
Collective Bias and
Saatchi X

3. Who we are – Eric Huber
 25 years as a graphic
designer for both small
businesses and Fortune
500 companies
 Marketing, advertising,
and graphic design for
small businesses
 Award winning designer
 Instructor for the New
Design School

4. 4

5. This presentation might
already be obsolete!

6. 6

7. Not everything in this
presentation will apply to
you!

8. Blue Zoo Creative might
not do some of this.

9. Please Ask Questions!
9

10. 10

11. Strength of Weak Ties
11
 Based on a 1973 paper by
sociologist Mark
Granovetter.
 Significant percentage of
people get their jobs as a
result of information
provided by a weak tie or
friends-of-friends.

12. Strength of Weak Ties
12
 150 member is typically
the most strong ties that
can be maintained.
 The size of the tribe.
Consistent across times
and cultures.
 The average number of
Facebook friends is about
150.

13. Strength of Weak Ties
13
 Now with social networks,
you can maintain
“supernets” that have
more than 150 weak ties,
which you can trust more
than mass media like TV
or newspapers.
 Weak ties are now visible

14. Strength of Weak Ties
14
 There is some evidence
that sharing information
on social media networks:
 Makes you more likely to
be liked in social
interactions.

15. Strength of Weak Ties
15
 There is some evidence that
sharing information on
social media networks :
 Builds "social capital" - a
sociological measure of the
value of beneficial
relationships. Social capital
is linked to increased well-
being and self-esteem.

16. Strength of Weak Ties
16
 There is some evidence that
sharing information on
social media networks :
 Increases influence. In a
color picking experiment, the
people who could see the
choices of more participants
(in other words, were better
connected) persuaded the
group to pick their color:
even when they had to
persuade the vast majority to
give up their financial
incentive.

17. Strength of Weak Ties
17
 There is some evidence that
sharing information on
social media networks :
 Makes one more attractive:
people with about 300
friends were rated as the
most appealing, any more
than that and their social
attractiveness began to drop
off.

18. 18

19. Listen
19
 Google your name, industry,
competitors, and products
 Search Facebook and
Twitter.com
 Dedicated software

20. Listen
20
 What are your customers
saying about you?
 Is it good or bad?
 Is there anyone already
passionate about your
brand or industry?

21. People
21
 What are your customers
ready for?
 Make sure your target
audience is ready for what
you throw at them.

22. Objectives
22
 What are your goals?
 Talking/broadcasting –
spread your message.
 Make an existing digital
marketing initiative
(banner/search ads) more
interactive.

23. Objectives
 What are your goals?
 Establishing credibility
23

24. Objectives
24
 What are your goals?
 Listening – better
understand your customers.
 Get insights from your
customers to help make
marketing and product
development decisions.

25. Objectives
25
 What are your goals?
 Supporting – help your
customers support each
other.
 Effective for companies that
have high support costs or to
connect with cohesive
groups that already exist.

26. Strategy
26
 What change do you want
your customers to make?
 Carry messages to others
 Engage more with your
organization.

27. Technology
27
 What social media tools
should you use or build?

28. Measure – Soft Metrics
28
 Number of followers on
social media networks
 Number of posts, comments,
Tweets, etc.
 Key influencers, who already
have a following that is
talking about you
 Share of conversation

29. Measure
29
 What are they saying?
 Are they saying good or bad
things about you? Are the good
comments increasing?
 Where is the conversation
occurring? (blogs, news sites,
forums, social media sites)

30. What Can You Do With The
Measurements?
30
 Customer service
 Correct misinformation
 Find out what the
community has an interest
in but what is not currently
being discussed online.
“Geez, one bad employee can really
ruin your day!”

31. Reacting to Measurements
31
• Generate awareness among
customers and other
community members.
• Increase employee
awareness.

32. Measure – Hard
Metric Comparisons
 Pay Per Click (PPC) =
 Cost Per Click (CPC)
 Cost Per 1000 Impressions
(CPM)
 Get comparison rates from
Google or Facebook ads

33. Measure – Hard Metrics
 Google Analytics can help
measure web goals
 Need to create custom web
addresses to share to track in
detail.
 Easy to do with eCommerce
but harder to do with
services.
33

34. Google Analytics
Social Reporting Tool
 Drop off rates tell
you where you
losing your visitors
34

35. Google Analytics
Social Reporting Tool
 How does social media
affect goals
 Which networks drive
traffic
 Where people are
discussing your
organization
35

36. 36

37. Organizing for Social Media
 Home Base –central place
you want to interact with
people.
 Outposts –where you have a
presence and participate and
promote yourself.
 Passports – where you have
profile and are listening but
direct people to your
Outposts and Home Base
37
Source: http://www.chrisbrogan.com/a-simple-presence-framework/

38. Pick Your Home Base
38

39. Ideally Use Self Hosted Website
 Full control
 Include a blog
39

40. Set Up Outposts
 LinkedIn is the office
 Facebook is the home
 Twitter is Happy Hour
 Google+ Is….?
40

41. Set Up Passports
 WordPress.com
 Tumblr
 Yahoo
 StumbleUpon
 Google/YouTube
 Yelp
41

42. Overlapping Followers
42
Facebook
Twitter
LinkedIn
Google+

43. Complete Profiles Fully
 Make sure your target
keywords are in your
profile
 Link back to one place,
your “home base” that
has all the detail about
you
 Be real
 Use a picture
 Talk about your
personal life…a little
43

44. Make It Easy To Share
 Include a Facebook Connect
link, Call-to-Action buttons,
Share Functions, or a button
that invites people to do
business with you in a
prominent place on your
blog.
 Certain plugins can create all
of these in one place.
44

45. Post Consistently
 Post at least weekly, daily is
preferred.
 Ask people in the industry
what they’d like to know and
create content around that.
45

46. Weapons of Choice –
Text and Photos
 Easiest to do
 Search engines like text.
46

47. Weapons of Choice - Video
 The technology is in in your
hands: many cell phones do
HD level video that looks
good on YouTube
 Imperfections makes it real
as well
 Lots of video services but
start with YouTube
47

48. Weapons of Choice - Audio
 Twit.tv
 Founded by Leo Laporte,
radio/TV host.
 Started off with one show,
grew to many.
 Various ways to have remote
participants.
 Video added later.
48

49. Don’t Know What To Say?
 Find something
interesting, link to it on
your site and comment on
it. It could be as simple as
adding “This is a great
article because ____.”
49

50. Connecting With Others
 Start with
 Friends
 Family
 Current customers
 Industry leaders
 Potential customers
 Don’t use Facebook’s email
all page
50

51. Connecting With Others
 Use Twitter search to find as
many people as possible
talking about your topic, and
communicate with them.
 Use Blogsearch.Google.com
to find more blogs that are
relevant to your subject.
51

52. Make Connections
 Tell everyone what you’re
building
 Exploit Strength of Weak
Ties
 Crowdsource questions
about your niche
 Don’t be afraid to introduce
yourself to strangers
52
---- Strong Ties
---- Weak Ties

53. Posts per day
 The more posts per day,
the less engagement –
when a brand posts twice a
day, those posts only
receive 57% of the likes
and 78% of the comments
per post.
53
Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/

54. 54

55. 55

56. 56

57. Facebook Page – Cover Photo
 Cover photo cannot
include more than
20% text
 Initial restrictions
removed
 No calls to action
 No websites or
addresses
 Can tell someone to
Like your page right
in the cover photo.
57

58. Facebook Page Admin Types
58

59. Pinned Posts
 Stays at the top for a week
 Rotate this often
59

60. Highlighted Posts
 Expands post across both
columns
 Draws extra attention to a
single post
60

61. Facebook-EdgeRank
 EdgeRank determines where
your posts show up in the
Facebook News Feed
 Listed under Top Stories
option
 edgerankchecker.com
61

62. Facebook-EdgeRank
 Affinity – relationship with
object (is this person a
friend or did they just Like
something)
 Weight-type of post (images
have the highest weight)
 Time Decay-decreases as
content ages
 Works better if you use the
native Facebook interface
62
∑ Affinity X
Weight X
Time Decay

63. Sponsored Posts
 Promote any post you share
from your News Feed, profile
or Page, including status
updates, photos, videos,
questions and offers.
 Any post you promote will
appear higher in News Feed
to help more people see it.
 Helps get around EdgeRank
limitations
63

64. Facebook Contests
 Goal
 Facebook Guidelines
 Prizes
 Administration
64

65. Local Marketing
Northwest Arkansas
 268,000 people within 25
miles of Fayetteville, AR on
Facebook
65

66. 66

67. Twitter
 New Twitter profiles
 Header photos
similar to Facebook
profile
67

68. Twitter
 API change
 More restrictive to
non-Twitter developers
 Move more interaction
to their site or to their
applications like
TweetDeck
68

69. Promoted Accounts
 Build followers
 Look for people with similar
interests and recommends
you in the “Who to Follow”
section
 As little as $0.30 per follower
69

70. Promoted Tweets
 Like more
traditional online
ads
 Generated from your
existing Tweets
 Pay Per Click model
70

71. Unique Features
 Personal vs. Business
 All Tweets are visible
 Simpler service, more
flexible
71

72. 72

73. Why LinkedIn?
 Average household income
of LinkedIn users is over
$88,000 per year.
 Higher than the average
income for Wall Street
Journal, Forbes and Business
Week readers
73

74. LinkedIn Company Pages
 Large image at the top of
the corporate LinkedIn
page
74

75. LinkedIn Company Pages
 Share status updates and job
opportunities
75

76. LinkedIn Company Pages
 Showcase products, services
and career opportunities
76

77. LinkedIn Groups
 Raise awareness
 Generate interest for your
products
 Show expertise
 Monitor your industry or
region
77

78. LinkedIn Targeted Updates
 Send to specific segments
based on:
 Company Size
 Industry
 Function
 Seniority
 Geography
78

79. 79

80. 80

81. Search Engine Market Share
Google
All Other
81

82. Google+ Pages
 Feeds into Search, Maps,
and all other Google
properties
 Link with your Home Base
by setting up Google
Authorship
 Use circles to segment
messages
82

83. Google+
 +1 Google’s version of a
Facebook Like
 Websites using Google’s +1
button get 3.5X the Google+
visits.
83

84. Google+ Internal Tools
 Private Sharing-limited to
those in your organization
 Google Hangout now with
Google Docs
 Share only to those circles
that you want
84

85. 85

86. YouTube
 Create your own branded
channel
 Participate with everyone
who has a Google account
 Google property helps with
SEO
86

87. YouTube
 Go short or go long
 Lots of options for uploading
 Doesn’t necessarily have to
be of the top quality
 Take advantage of the size of
the community there
87

88. YouTube Examples
88

89. 89

90. Pinterest
90

91. High Percentage of Women on
Pinterest
137%
-24%
Women
Men
91

92. High Percentage of Women on
Pinterest
80%
20%
Women
Men
92

93. How It Works
 Pin in the unit
 Organized by Pinboards
 Websites can get in on the
act using a Pin button
 Members can repin other
members’ content
 User vs. pinboard followers
93

94. Why It’s Important
 Driving traffic
 Especially to visual products
 Social sharing
 Can post to Facebook and
Twitter when pinning an
item
 Best for visual subjects such
as physical products
94

95. Pinboards for Non-Visual Subjects
 Your culture
 Featured photos from blog
articles
 Infographics and data
 Book and eBook covers
 Happy customers or the
effects of your work
95

97. What is WordPress?
 Content Management
System
 Used to create, manage,
store, and deploy content on
Web pages
 No longer need to know
HTML, CGI, etc. to make a
dynamic website.
97

98. Common Features of Blogs
 Posts
 RSS Feeds
 Comments
98

99. What WordPress is not?
 Not just a blog
 Some features
 Independent social network
like Facebook
 eCommerce
 Forums
 Contact Manager
 Job Board
 Portfolio
99

100. Why We Use WordPress?
 Easy to use
 Flexible
 Open Source
 Lots of developers and
designers
100

101. How to post to WordPress
 Native Interface
 App
 LiveWriter
 Email
101

103. Mobile Social Media
The Facts
 Half of cellphones are smart
phones
 91% of mobile internet
access is for social activities,
versus just 79% on desktops
 Over 1/3 of Facebook's users
access Facebook Mobile;
50% of Twitter's users use
Twitter Mobile.
103

104. Social Media on Mobile
 Social, local, and mobile
(“SoLoMo”)
 Check in to receive a reward
 Social sharing after the
check in
104

105. Reasons for Higher Mobile Social
Media Engagement
 60% of people say their
smartphone is always with
them
 Immediate
 Action
 Intimate
105

106. Mobile Actions
 Make sure your home base is
visible on mobile
 Simplify design
 Check on multiple devices
 Avoid Flash
106

107. Adaptive vs. Mobile
 Adaptive  Mobile
107

108. Mobile Actions
 Do the same for your social
media as well.
108

109. Mobile Actions
 Encourage sharing
 Feed the habit of visiting
your properties on mobile
109

111. Time
 About 64% of marketers are
spending between 1 to 10
hours a week on social
media
 Use tools like Hootsuite,
Buffer, or SocialOomph to
schedule posts
111
Source: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/

112. Managing the Conversation
Participating
 Syndicate to multiple
services
 Link accounts
 Buffer
 Path
 WordPress plugins
112

113. Monitoring
113
 Hootsuite  Google Alerts

114. Feedly
115
 LinkedIn Today  Flipboard

115. Feedly Monitoring
 Google Alerts
 Twitter Search
 Search for your
company’s name, your
products, and
competitors
116

116. Pocket
 Instapaper  iOS Reader
117

117. Tweriod + Buffer
118

119. collin@bluezoocreative.com
Twitter.com/ccondray
4/23/2012