You know you need to be on social media, or maybe you’re already on the big three, but you have questions. How do I pick the best channels? How do I integrate my social? What are the most effective strategies? This seminar will answer your questions and help you integrate your social media. You’ll learn simple tactics, tools and tips to decide and implement a better social media strategy. Here are some of the topics we’ll cover: -Designing your social strategy -Changes in social networks that have changed the way users interact with their services -Other services you need to be on such as YouTube and Google+ -Mobile social media issues The presentation was held at the Fayetteville Public Libarary on 3/13/2014.

1. collin@bluezoocreative.com
Twitter.com/ccondray
3/13/2014

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. This presentation might
already be obsolete!

5. 5

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

7. Please Ask Questions!
7

8. 8

9. Strength of Weak Ties
9
 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.

10. Strength of Weak Ties
10
 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.

11. Strength of Weak Ties
11
 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

12. Strength of Weak Ties
12
 There is some evidence
that sharing information
on social media networks:
 Makes you more likely to
be liked in social
interactions.

13. Strength of Weak Ties
13
 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.

14. Strength of Weak Ties
14
 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.

15. Strength of Weak Ties
15
 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.

16. 16

17. Listen
17
 Google your name, industry,
competitors, and products
 Search Facebook and
Twitter.com
 Dedicated software

18. Listen
18
 What are your customers
saying about you?
 Is it good or bad?
 Is there anyone already
passionate about your
brand or industry?

19. People
19
 What are your customers
ready for?
 Make sure your target
audience is ready for what
you throw at them.

20. Objectives
20
 What are your goals?
 Talking/broadcasting –
spread your message.
 Make an existing digital
marketing initiative
(banner/search ads) more
interactive.

21. Objectives
 What are your goals?
 Establishing credibility
21

22. Objectives
22
 What are your goals?
 Listening – better
understand your customers.
 Get insights from your
customers to help make
marketing and product
development decisions.

23. Objectives
23
 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.

24. Strategy
24
 What change do you want
your customers to make?
 Carry messages to others
 Engage more with your
organization.

25. Technology
25
 What social media tools
should you use or build?

26. Measure – Soft Metrics
26
 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

27. Measure
27
 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)

28. What Can You Do With The
Measurements?
28
 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!”

29. Reacting to Measurements
29
• Generate awareness among
customers and other
community members.
• Increase employee
awareness.

30. 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

31. 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.
31

32. Google Analytics
Social Reporting Tool
 Drop off rates tell
you where you
losing your visitors
32

33. Google Analytics
Social Reporting Tool
 How does social media
affect goals
 Which networks drive
traffic
 Where people are
discussing your
organization
33

34. 34

35. 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
35
Source: http://www.chrisbrogan.com/a-simple-presence-framework/

36. Pick Your Home Base
36

37. Ideally Use Self Hosted Website
 Full control
 Include a blog
37

38. Set Up Outposts
 LinkedIn is the office
 Facebook is the home
 Twitter is Happy Hour
 Google+ Is….?
38

39. Set Up Passports
 WordPress.com
 Tumblr
 Yahoo
 StumbleUpon
 Google/YouTube
 Yelp
39

40. Overlapping Followers
40
Facebook
Twitter
LinkedIn
Google+

41. Complete Profiles Fully
41
http://unbounce.com/social-media/create-click-worthy-social-media-profiles/

42. Complete Profiles Fully
 Make sure your target
keywords are in your
profile
 Avoid Buzzwords
42

43. Complete Profiles Fully
 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. 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 ____.”
48

49. Connecting With People You
Already Know
 Start with
 Friends
 Family
 Current customers
 Industry leaders
 Potential customers
 Don’t use Facebook’s email
all page
49

50. 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.
50

51. 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
51
---- Strong Ties
---- Weak Ties

52. Posts per day
 The more Facebook 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.
52
Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/

53. 53

54. 54

55. Becoming More Mobile Oriented
 Paper
 WhatsApp
55

56. Tagging From Brand Pages
56

57. Direct Replies to Reviews
57

58. More Video Being Watched
58

59. Trending
59

60. 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
60
∑ Affinity X
Weight X
Time Decay

61. Facebook-EdgeRank
 EdgeRank determines where
your posts show up in the
Facebook News Feed
 edgerankchecker.com
61

62. Things To Do
 Regular posting
 Use media (photos, videos)
 Encourage engagement by
asking questions or for
feedback
 Avoid user complaints and
accusations of spam
 Generate high quality
content
62
∑ Affinity X
Weight X
Time Decay

63. Local Marketing
Northwest Arkansas
 240,000 people within 25
miles of Fayetteville, AR on
Facebook
63

64. 64

65. New Profile Page
65

66. Twitter
 API change
 More restrictive to
non-Twitter developers
 Move more interaction
to their site or to their
applications like
TweetDeck
66

67. Promoted Accounts
In Mobile Timeline
67

68. Tailored Audiences
68

69. Other Unique Features
 Personal vs. Business
 Most Tweets are visible
 Simpler service, more
flexible
69

70. Make Posts Stand Out
 Add symbols
 120-130 characters
 Include photo to get more
retweets and leads
70

71. 71

72. 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
72

73. LinkedIn Company Pages
 Large image at the top of
the corporate LinkedIn
page
73

74. Showcase Pages
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. Make Posts Stand Out
 Use links and photos for
maximum interaction
79

80. 80

81. 81

82. Search Engine Market Share
Google
All Other
82

83. 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
83

84. Google+
 +1 Google’s version of a
Facebook Like
 Websites using Google’s +1
button get 3.5X the Google+
visits.
84

85. 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
85

86. Make Posts Stand Out
 Include animated GIFs
 Use somewhat longer posts,
2-3 sentences
 Include formatting in the
text
86

87. 87

88. YouTube
 Create your own branded
channel
 Participate with everyone
who has a Google account
 Google property helps with
SEO
88

89. YouTube
 Lots of options for uploading
 Doesn’t necessarily have to
be of the top quality
 Take advantage of the size of
the community there
89

90. YouTube Examples
90

91. 91

92. Pinterest
92

93. High Percentage of Women on
Pinterest
137%
2%
Women
Men
93

94. High Percentage of Women on
Pinterest
80%
20%
Women
Men
94

95. 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
95

96. 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
96

97. Pinterest Business Pages
 Conversion from personal
page option
 Analytics
97

98. 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
98

99. Make Posts Stand Out
 Rich pins with more data
(article, product, recipe,
etc.)
 Animated GIFs
 Tall images
99

101. 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.
101

102. Common Features of Blogs
 Posts
 RSS Feeds
 Comments
102

103. What WordPress is not?
 Not just a blog
 Some features
 Independent social network
like Facebook
 eCommerce
 Forums
 Contact Manager
 Job Board
 Portfolio
103

104. Why We Use WordPress?
 Easy to use
 Flexible
 Open Source
 Lots of developers and
designers
104

105. How to post to WordPress
 Native Interface
 App
 LiveWriter
 Email
105

107. Mobile Social Media
The Facts
 Over half the population has
a smart phone.
 60% of social use is on
mobile.
 5% of smartphone owners
ages 18–44 say they can’t
recall the last time their
smartphone wasn’t next to
them
107

108. Mobile Actions
 Make sure your home base is
visible on mobile
 Simplify design
 Check on multiple devices
 Avoid Flash
108

109. Adaptive vs. Mobile
 Adaptive  Mobile
109

110. Mobile Actions
 Do the same for your social
media as well.
110

111. Mobile Actions
 Encourage sharing
 Feed the habit of visiting
your properties on mobile
111

113. 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
113
Source: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/

114. Managing the Conversation
Participating
 Syndicate to multiple
services
 Link accounts
 Buffer
 Path
 WordPress plugins
114

115. Monitoring
115
 Radian6  SocialSprout

116. Feedly
116
 LinkedIn Today  Flipboard

117. Feedly Monitoring
 Google Alerts
 Twitter Search
 Search for your
company’s name, your
products, and
competitors
117

118. Pocket
 Instapaper  iOS Reader
118

119. Tweriod + Buffer
119

121. collin@bluezoocreative.com
Twitter.com/ccondray
3/13/2014