product summit 2011 dando

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Kevin Dando, PBS Director of Digital Marketing and Communications

on Twitter: @kdando

Promotions for our March to a Million

• Editorial promotions -- varied, and more often

• Paid media promotions – Facebook ads

• Thanks to those of you who linked to our page.

Things We Learned:

 •Sponsored stories FB ads – we LOVE them. Please look into them.

•A well-time visit to Facebook HQ was helpful.

Promotion via Social• Examples:

• Be nimble – the night of death of Bin Laden -- working with Nate at FRONTLINE & Teresa at NewsHour – resulted in four posts on the PBS Facebook page before NPR’s Web site had anything about Bin Laden.

• Local events – geo-targeted posts. Especially good for events. Examples: Independent Lens screenings and Ken Burns events. Our Facebook page serves both local and national audiences.

• In the news – have an angle? Send a deep link – archival content can be really helpful.

What you should be doing:•Send links to your current content that you want promoted – but remember to also be opportunistic. If something in the news comes up that you have content that can anchor to that news item -- PLEASE send it to me – and quickly. (Shout out to Religion & Ethics)

•How to get content to me:• Fastest and best – email – kdando@pbs.org

•If you have something that’s breaking – please text my Google Voice number @ 703.436.2607. (24/7)

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Ongoing

•We’re learning more about social media optimization – and the all important EdgeRank –

•Visit to Facebook – learning about what Facebook is working on, and things to do to make your post more relevant.

•And we’re putting what we’re learning up in a private Facebook group – request to join @

•http://to.pbs.org/FBsocialmedia

Tips, Tricks and Tactics

Average number of posts per day for media brands

What drives use on Facebook?

• What is “EdgeRank”

• Why should my station care about it?

• Increased engagement on the FB page = increased number of people who see your FB page’s items in “top stories” feed

• This is why asking open-ended questions on Facebook is a smart thing to do.

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Tips, Tricks and Tactics

Tips, Tricks and Tactics

• Treat Facebook posts like microwave popcorn

• Monitor, measure, respond

• Interesting finding from University of Pennsylvania study on NY Times most-emailed stories is good background for Facebook posts.

Tips, Tricks and Tactics• Always be thinking of the mobile user and the

user just about to go to sleep or just waking up.

YouTube Tips, Tricks and Tactics

• Always “bug” your videos with your ID – up front, so people know the source. This is especially important when your video is embedded away from the site, and away from its description and, possibly, its title. 

• Always, always remember to put your website's URL at the beginning of the description. You want people to know clicking to your site is an option.

• (Confused why more people don't do this.)

Tips, Tricks and Tactics

• Annotations in YouTube video should help promote airdates. Can also be used to link to other YouTube videos, too.

Tips, Tricks and Tactics

• Regarding comment moderation on YouTube clips, others may differ, but here are PBS’s recommendations:

• Turn on comment moderation and review every comment; or

• Turn off the ability to comment.

• Do we really need to talk about Facebook ads?

• 31 percent of all online display ads are on Facebook

• Targeting is incredibly precise• Format is well suited-to drive tune-in

Perhaps the most important slide in this presentation

• If you are doing Facebook ads, you MUST look at “sponsored stories” ads, which are amazingly effective at bringing in new fans, and relatively inexpensive.

• Details at facebook.com/ads

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Suggested ways to follow “the conversation”

• Take time to look at your Web site’s stats to see where traffic is coming from – “referrals.” Google Analytics is particularly good at this.

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Suggested ways to follow “the conversation”

Twitter has many ways to track keywords

• Search.twitter.com for up-to-the-minute (literally) tracking (also Hootsuite and Tweetdeck)(examples: your station call letters, NPR, PBS)

Tips, Tricks and Tactics

Blogs and pages to review:

• Mashable (mashable.com)• ReadWriteWeb (readwriteweb.com)• Lifehacker (lifehacker.com)

Questions?

Kevin Dandokdando@pbs.org

facebook.com/kdandotwitter.com/kdando