it's all about social media - fort worth initiative
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Presented to the Fort Worth Initiative on 07.25.2012TRANSCRIPT
Fort Worth Initiative
@giovanni
July 25, 2012
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Social MediaIt’s All About Social Media
It’s All About Social Media
@giovanni
Fort Worth InitiativeThank You!
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Fort Worth Initiative
@giovanni
About @giovanni
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On one hand Giovanni is a recovering Microsoft .NET programmer turned internet journeyman who develops online audience growth & engagement strategies for clients in music, media, missions, faith, film, tv, tech & causes.
On the other hand he is a professional photographer and filmmaker who focuses on the same topics. Giovanni produces content for GeekBeat.TV and serves as a faculty member at Five2Media, xTrain, and Adobe TV.
And, if you’re not careful you might catch him or his work on Troubadour, TX, a syndicated TV series airing in over 40 million households in 140 U.S. markets each week.
@giovanni
Fort Worth Initiative
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Starting With The End In Mind
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What are we dealing with here?
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Do you have a plan?
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Do you have a plan?
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Do you have a plan?
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Do you have a plan?
•Give it legs - Give ‘em something to talk about•Lead them to a destination or a point of conversion•What’s a Point of Conversion?•Provide a way to engage•Stay engaged•Provide the means and the incentive to share
Fort Worth Initiative
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Do you have a plan?
INBOUND MARKETING
News
Media Coverage
PRSEO
Research
White Papers
Infographics
Social Networks
WebinarsWord of Mouth
Podcasting
Q&A Sites
Direct Access Traffic
Direct LinksReferring Links
Social Bookmarking
Forums
Bulletin Boards
Online VideoComment Marketing
Photo Sharing
Blogs
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Do you have a plan?
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Do you have a plan?
•Differentiate•Be Relevant•Have a Budget•Define Your ROI & Your ROE•MAKE A PLAN - GOALS ARE GOOD
Fort Worth Initiative
@giovanni
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Do you have a plan?
•Define target audience•Determine goals and objectives•Develop and implement tactics to achieve goals•Monitoring, measuring, & reporting•Wash, rinse, & repeat
Fort Worth Initiative
@giovanni
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What *really* drives traf!c?
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How Will They Find Your Event?
3%4%
25%
68%
1%3%
3%
9%
84%
YouTubeFlickrLast.fmVimeoOthers
FacebookTwitterLinkedInAll Others
Fort Worth Initiative
@giovanni
EmailFacebookFlickrFoursquareGoogle+TumblrTwitterWordpressYouTube
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Tools Of The Trade
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Touch Points
Newsletters
Public Speaking
Tradeshows
Seminars
In-Store Experiences
Training
Client Services
Forms & Documents
On-Site Support Team
Delivery Drivers
Social Networks
Blog
Industry GroupsPromotions
Advertising
Press Releases
Website
Meetups
Comments
Build Your Email List!
Fort Worth Initiative
@giovanni
Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight
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Tools Of The Trade
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@giovanni
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Tools Of The Trade
Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight
Fort Worth Initiative
@giovanni
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Tools Of The Trade
Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight
@giovanni
Fort Worth InitiativeSection 1
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SEO 101: The Very Basics
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click thrus | humans
keywords & phrases | humans
back links | search engines
anchor text | search engines
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Keywords
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How Google Works
(Simpli!ed)
Fort Worth Initiative
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Keyword Research
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https://adwords.google.com/select/KeywordToolExternal
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Keyword Research
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Keyword Research
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Fort Worth Initiative
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Using Your Keywords
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How To Write For The Web
Write for people, not machinesFocus your messageUse the language of your audienceUse - but don’t overuse - anchor text linksAdd a photo & add your key phrase at the beginning of the photo caption
Fort Worth Initiative
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Using Your Keywords
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The Secret Formula
Title TagTitle of ArticleH1 Tags300 - 500 Words Per Page3% - 5% Keyword DensityKeyword-Rich links to your page/article
@giovanni
Fort Worth InitiativeSection 2
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Facebook & Google+
Fort Worth Initiative
@giovanni
PR > WOM > Marketing > Advertising
Social Media > SEO > Email Marketing > PPC
Social Currency
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PR & Social Media Deal In The Same Currency
Fort Worth Initiative
@giovanni
social capital = reputation = access to resources/access to more connections = reciprocity (favors added up) = public accomplishments = increased levels of trust = reputation = more social capital:
wash, rinse, repeat
Social Currency
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PR & Social Media Deal In The Same Currency
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What Did Facebook Do Right?
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What Did Facebook NOT Do Right?
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So what? What are you going to do about it?
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So what? What are you going to do about it?
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And the crowd went wild.
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Google+ Launches Public Beta 6/2011
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Google+ Invites Start Pouring In
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16 days
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120 days
53 Million +
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And then lots of them left.
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one
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Audience Size
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April, 2012
Facebook 901 MillionGoogle+ 240 MillionTwitter 210 Million
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Networks Compared
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Facebook Friends Lists - Closed
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Networks Compared
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Facebook Friends Lists - Cannot Be Optimized
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Networks Compared
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Twitter Lists Are A Vote For People
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Networks Compared
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Google+ Circles
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Networks Compared
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Circles are a vote for peopleGoogle is looking at in!uence.
Fort Worth Initiative
@giovanni
Networks Compared
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Circles are a vote for peopleGoogle is looking at authority.
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Networks Compared
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Circles are a vote for peopleGoogle is looking at connections.
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Networks Compared
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Circles are a vote for peopleGoogle is looking at memes.
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Networks Compared
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Circles are a vote for peopleGoogle is looking at threads.
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Networks Compared
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Circles are a vote for peopleGoogle is looking at __________.
Fort Worth Initiative
@giovanni
Social Media Optimization
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Optimizing Your Google+ Pro!le Page
Fort Worth Initiative
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Social Media Optimization
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Introduction/About You and Your Gallery
Fort Worth Initiative
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Social Media Optimization
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Occupation/Employment
Fort Worth Initiative
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Social Media Optimization
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Location, Location, Location!
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Social Media Optimization
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Get Seen!
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Let’s talk about SEO for Facebook.
Social Media Optimization
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Optimization
Fort Worth Initiative
@giovanni
That was quick.
Social Media Optimization
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Optimization
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...but seriously.
Social Media Optimization
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Optimization
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Fort Worth InitiativeTop Ten Why’s For Events
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The Top 10 “Why’s” for Meeting Planners
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Networking opportunities and educational content.
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Enabling, participating, and encouraging that engagement.
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Driving attendance
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Mobilize registered attendees to reach out to their social networks to invite their friends/colleagues
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Target the ideal attendees based on their interests
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Allow attendees to communicate and
collaborate before and after the event
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Speakers will be better prepared to tailor their message to the audience
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Mobile applications = feeding frenzy
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Reviewers, evangelists, or critics of events
@giovanni
Fort Worth InitiativeTop Ten Why’s For Events
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Shape the reputation of your events and your organization
Fort Worth Initiative
@giovanni
Social Media Optimization
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Building Engagement
Fort Worth Initiative
@giovanni
Social Media Optimization
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Communication Strategy
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Social Media Optimization
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Communication Strategy
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Integrating Facebook
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Get Your Brand!
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Integrating Facebook
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Pages NOT Pro!les
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Integrating Facebook
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Promote Your Page Of"ine
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Integrating Facebook
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Facebook Ads“Why do you “Like” brands on Facebook?
• Brand Invitation or Ad - 75%•Friend Inviting - 59%•Personal Research - 49%
Fort Worth Initiative
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Integrating Facebook
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Facebook AdsDesign > Text & Image
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Integrating Facebook
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Facebook AdsTargeting
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Integrating Facebook
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Facebook AdsSet Daily Budget & Pricing
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Integrating Facebook
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Facebook AdsReview & Pay
@giovanni
Fort Worth InitiativeSection 3
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Fort Worth Initiative
@giovanni
Section 3
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Best Practices For Twitter
Use a photo of yourself that’s interesting
Follow people that YOU think are interesting, not just b/c everyone else is following them.
Mix in SOME personal information
Don’t SPAM - Bring value
Use twitter search to find others
Join the conversation! use the @ sign before another person’s name to get their attention
Most importantly - create and build relationships
Fort Worth Initiative
@giovanni
Section 3
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Best Practices For Twitter
Establish twitter accounts for specific demographicsGrow your twitter follower list firstPopulate twitter streams with relevant content using Twitter Feed or Ping.fm
Use innovative ways to get them to follow and friend you on facebookSweepstakes are terrific
Fort Worth Initiative
@giovanni
Section 3
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Twitter For Events
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Section 3
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What Is Twitter Good For?
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Section 3
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Applications
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Section 3
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Applications
@giovanni
Fort Worth InitiativeSection 4
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YouTube & Flickr
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My Weapons Of Choice
Section 4
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Photos/Video
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Canon 5DCanon 7DCanon T2i (T3i)Canon G12GoPro HDiPhone
Section 4
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Equipment
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Section 4
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Before
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Section 4
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Before
Passion: “I have never had a job I was not passionate about.” - Kurt Podeszwa (Camp For All), SchipulCon in the speaker room.
If you are not passionate about what you’re doing, stop.
I’m serious.
Just stop.
Fort Worth Initiative
@giovanni
Section 4
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Before
Build Relationships
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Section 4
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We need to reset our expectations
Anyone who says social media is free doesn’t know squat about running an effective social media campaign.
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@giovanni
Section 4
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FOR EXAMPLE: Building a portfolio (translated: work, write, create, or shoot for free sometimes.)
But, DO NOT establish the value for your product/services at $0.00. NEVER be available for anyone for free when THEY request your time. NEVER.
We need to reset our expectations
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@giovanni
Section 4
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Easy enough (kind of) if you are doing this for your own brand. But if you have employees or a vendor doing this for you, it just stopped being “free”.
We need to reset our expectations
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@giovanni
Section 4
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Photography as a Social Tool
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@giovanni
Section 4
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Photos on Google+
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Section 4
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Photos on Facebook
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@giovanni
Section 4
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Photos on Pinterest
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@giovanni
Section 4
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Photos on Instagram
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@giovanni
Section 4
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iPhoto Metadata
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Section 4
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Aperture Metadata
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Section 4
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What the user sees on Google+
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Section 4
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What the user sees on Facebook
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Video SEO
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How About Video?
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Video SEO
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How About Video?
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Video SEO
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How About Video?
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Video SEO
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How About Video?Video SEO Ranking Factors
-Title-Description-Tags-Views-Ratings-Playlist Additions-Inbound Links-Relevance of content-Flagging/Favorites-Shares/Embeds-Onsite Links-Comments-Age of VIdeo-Channel Views-Subscribers
Fort Worth Initiative
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Fort Worth Initiative
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Fort Worth Initiative
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Fort Worth Initiative
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Fort Worth Initiative
@giovanni
This is where I have to prove that stuff works.
Almost Over
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Put Your Money Where Your Mouth Is
Fort Worth Initiative
@giovanni
But can you repeat it?
Almost Over
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Put Your Money Where Your Mouth Is
Fort Worth Initiative
@giovanni
But can you repeat it?
Almost Over
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Put Your Money Where Your Mouth Is
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@giovanni
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Questions?
Questions?
Thank You
Fort Worth Initiative
@giovanni
08.14 Integrating Social Media with Email Marketing (Gravity Center) Plano, TX
08.15 YouTube Basics for Business (ROSMB) Dallas, TX
08.25 Social Media as the Photographer’s Game-Changer (PhotoAct 2012) Santa Barbara, CA
09.07 DFW Social Media Summit (DallasDrupal.org) Garland, TX
09.11 YouTube and Online Video Basics for Tech Start-ups (Gravity Center) Plano, TX
09.19 Facebook Advertising Basics for a Stellar Holiday Sales Season (ROSMB) Dallas, TX
more dates at http://LiveLoudTX.tumblr.com
Upcoming Talks
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Fort Worth Initiative
@giovanni
Thank You
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Giovanni [email protected]://LiveLoudTexas.com
google+: http://LiveLoudTexas.com/plusfacebook: http://www.facebook.com/LiveLoudTexaslinkedin: http://linkedin.com/in/LiveLoudTXtumblr: http://LiveLoudTX.tumblr.com twitter: http://twitter.com/giovanniyoutube: http://youtube.com/LiveLoudTX
http://LiveLoudTexas.com/preso
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