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.
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
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.
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.
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.
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
33. Google Analytics
Social Reporting Tool
How does social media
affect goals
Which networks drive
traffic
Where people are
discussing your
organization
33
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/
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/
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
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
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
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
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
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
100.
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
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
106.
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
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/