blue zoo creative social media strategy seminar, march 2014

[email protected]

Twitter.com/ccondray

3/13/2014

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

This presentation might

already be obsolete!

Not everything in this

presentation will apply to you!

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.


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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.


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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


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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.


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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.


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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.


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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.

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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Listening – better understand your customers.

Get insights from your customers to help make marketing and product development decisions.

Objectives

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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

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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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Facebook

Twitter

LinkedIn

Google+

Complete Profiles Fully

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http://unbounce.com/social-media/create-click-worthy-social-media-profiles/

Complete Profiles Fully Make sure your target

keywords are in your profile

Avoid Buzzwords

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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

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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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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 People You Already Know

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 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.

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Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/

Becoming More Mobile Oriented Paper

WhatsApp

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Tagging From Brand Pages

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Direct Replies to Reviews

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