april 2013 social media seminar
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collin@bluezoocreative.com
Twitter.com/ccondray
4/23/2013
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
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
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This presentation might
already be obsolete!
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Not everything in this
presentation will apply to
you!
Blue Zoo Creative might
not do some of this.
Please Ask Questions!
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Strength of Weak Ties
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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.
Strength of Weak Ties
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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.
Strength of Weak Ties
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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
Strength of Weak Ties
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There is some evidence that sharing information on social media networks:
Makes you more likely to be liked in social interactions.
Strength of Weak Ties
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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.
Strength of Weak Ties
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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.
Strength of Weak Ties
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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.
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Listen
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Google your name, industry, competitors, and products
Search Facebook and Twitter.com
Dedicated software
Listen
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What are your customers saying about you?
Is it good or bad?
Is there anyone already passionate about your brand or industry?
People
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What are your customers ready for?
Make sure your target audience is ready for what you throw at them.
Objectives
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What are your goals?
Talking/broadcasting – spread your message.
Make an existing digital marketing initiative (banner/search ads) more interactive.
Objectives What are your goals?
Establishing credibility
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Objectives
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What are your goals?
Listening – better understand your customers.
Get insights from your customers to help make marketing and product development decisions.
Objectives
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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.
Strategy
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What change do you want your customers to make?
Carry messages to others
Engage more with your organization.
Technology
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What social media tools should you use or build?
Measure – Soft Metrics
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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
Measure
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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)
What Can You Do With The Measurements?
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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!”
Reacting to Measurements
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• Generate awareness among customers and other community members.
• Increase employee awareness.
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
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.
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Google Analytics Social Reporting Tool
Drop off rates tell you where you losing your visitors
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Google Analytics Social Reporting Tool
How does social media affect goals
Which networks drive traffic
Where people are discussing your organization
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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/
Pick Your Home Base
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Ideally Use Self Hosted Website Full control
Include a blog
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Set Up Outposts LinkedIn is the office
Facebook is the home
Twitter is Happy Hour
Google+ Is….?
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Set Up Passports
WordPress.com
Tumblr
Yahoo
StumbleUpon
Google/YouTube
Yelp
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Overlapping Followers
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Google+
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
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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.
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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.
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Weapons of Choice – Text and Photos
Easiest to do
Search engines like text.
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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
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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.
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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 ____.”
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Connecting With Others Start with
Friends
Family
Current customers
Industry leaders
Potential customers
Don’t use Facebook’s email all page
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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.
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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
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---- Strong Ties
---- Weak Ties
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.
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Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/
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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.
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Facebook Page Admin Types
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Pinned Posts
Stays at the top for a week
Rotate this often
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Highlighted Posts
Expands post across both columns
Draws extra attention to a single post
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Facebook-EdgeRank EdgeRank determines where
your posts show up in the Facebook News Feed
Listed under Top Stories option
edgerankchecker.com
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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
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∑ Affinity X
Weight X
Time Decay
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
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Facebook Contests Goal
Facebook Guidelines
Prizes
Administration
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Local Marketing Northwest Arkansas
268,000 people within 25 miles of Fayetteville, AR on Facebook
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New Twitter profiles
Header photos similar to Facebook profile
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Twitter API change
More restrictive to non-Twitter developers
Move more interaction to their site or to their applications like TweetDeck
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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
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Promoted Tweets Like more
traditional online ads
Generated from your existing Tweets
Pay Per Click model
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Unique Features Personal vs. Business
All Tweets are visible
Simpler service, more flexible
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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
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LinkedIn Company Pages
Large image at the top of the corporate LinkedIn page
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LinkedIn Company Pages Share status updates and job
opportunities
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LinkedIn Company Pages Showcase products, services
and career opportunities
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LinkedIn Groups Raise awareness
Generate interest for your products
Show expertise
Monitor your industry or region
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LinkedIn Targeted Updates
Send to specific segments based on:
Company Size
Industry
Function
Seniority
Geography
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Search Engine Market Share
All Other
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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
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Google+ +1 Google’s version of a
Facebook Like
Websites using Google’s +1 button get 3.5X the Google+ visits.
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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
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YouTube Create your own branded
channel
Participate with everyone who has a Google account
Google property helps with SEO
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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
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YouTube Examples
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High Percentage of Women on Pinterest
137%
-24%
Women
Men
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High Percentage of Women on Pinterest
80%
20%
Women
Men
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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
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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
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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
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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.
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Common Features of Blogs Posts
RSS Feeds
Comments
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What WordPress is not? Not just a blog
Some features
Independent social network like Facebook
eCommerce
Forums
Contact Manager
Job Board
Portfolio
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Why We Use WordPress? Easy to use
Flexible
Open Source
Lots of developers and designers
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How to post to WordPress Native Interface
App
LiveWriter
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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.
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Social Media on Mobile Social, local, and mobile
(“SoLoMo”)
Check in to receive a reward
Social sharing after the check in
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Reasons for Higher Mobile Social Media Engagement
60% of people say their smartphone is always with them
Immediate
Action
Intimate
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Mobile Actions Make sure your home base is
visible on mobile
Simplify design
Check on multiple devices
Avoid Flash
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Adaptive vs. Mobile Adaptive Mobile
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Mobile Actions Do the same for your social
media as well.
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Mobile Actions Encourage sharing
Feed the habit of visiting your properties on mobile
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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
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Source: http://www.socialmediaexaminer.com/social-media-marketing-industry-report-2012/
Managing the Conversation Participating
Syndicate to multiple services
Link accounts
Buffer
Path
WordPress plugins
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Monitoring
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Hootsuite Google Alerts
Feedly
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LinkedIn Today Flipboard
Feedly Monitoring Google Alerts
Twitter Search
Search for your company’s name, your products, and competitors
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Instapaper iOS Reader
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Tweriod + Buffer
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collin@bluezoocreative.com
Twitter.com/ccondray
4/23/2012
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