Everybody knows that they have to be on social media and have been hearing that for years. You're already on the big three of social media (Facebook, LinkedIn and Twitter), but what else is there to do? This seminar will cover the following topics to answer that question: * Designing your social strategy * Changes in social networks that have changed the way users interact with their services (for example, Facebook's Timeline) * Other services you need to be on (YouTube, Google+ and Pinterest) * Mobile social media * Tips and tactics to get the most out of your time

1. BlueZooCreative.com
collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012

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

4. Our Team
4

5. Please Ask Questions!
5

6. This presentation might
already be obsolete!

7. 7

8. Social Media Strategy Steps
1. Listen-What are your
goals?
2. People-What are your
customers ready for?
3. Objectives-What are
your goals?
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9. Social Media Strategy Steps
4. Strategy-What change do
you want your customers
to make?
5. Technology- What social
media tools should you
use?
6. Measure-More than just
the number of new
followers
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10. 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
Source: http://www.chrisbrogan.com/a-simple-presence-framework/ 10

11. Pick Your Home Base
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12. Ideally Use Self Hosted Website
 Full control over look and
interaction
 Select a content
management system (CMS)
that includes a blog
 Major social network could
also be a candidate
depending on your audience
12

13. Outposts Guide to Home Base
 LinkedIn is the office
 Facebook is the home
 Twitter is Happy Hour
 Google+ Is….?
13

14. Passports for Listening
and Participation
 WordPress.com
 Tumblr
 Yahoo
 StumbleUpon
 Google/Alerts/YouTube
 Yelp
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15. 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
15

16. 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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17. Post Consistently
 Post at least weekly, daily is
preferred.
17

18. Don’t Over Post
 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.
Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/
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19. 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 ____.”
 Ask people in the industry
what they’d like to know
and create content around
that.
19

20. Weapons of Choice –
Text and Photos
 Easiest to do
 Search engines like text.
20

21. 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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22. 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.
22

23. Make Connections
 Exploit Strength of Weak
Ties
 Tell everyone what you’re
building
 Don’t be afraid to introduce
yourself to strangers
---- Strong Ties
---- Weak Ties
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24. 24

25. Facebook Page - Images
 New Images
Sizes
 Cover Photos
(815x315)
 Show off your
brand here
25

26. Facebook Page - Images
 Profile Image (180x180)
 Use the same image across
social media networks to
ensure brand identity
26

27. Facebook Pages
Pinned Posts
 Stays at the top for a week
 Rotate this often
27

28. Facebook Pages
Highlighted Posts
 Expands post across both
columns
 Draws extra attention to a
single post
28

29. Facebook-EdgeRank
 EdgeRank determines where
your posts show up in the
Facebook News Feed
 Listed under Top Stories
option
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30. Facebook-EdgeRank
 Affinity – relationship with
object (is this person a
friend or did they just Like ∑ Affinity X
something)
Weight X
 Weight-type of post (images
have the highest weight)
Time Decay
 Time Decay-decreases as
content ages
30

31. Twitter
 New Twitter profiles
 Header photos
similar to Facebook
profile
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32. Twitter
 API change
 More restrictive to
non-Twitter developers
 Move more interaction
to their site or to their
applications like
TweetDeck
32

33. Twitter
 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
33

34. Twitter
 Promoted Tweets
 Like more
traditional online
ads
 Generated from your
existing Tweets
 Pay Per Click model
34

35. LinkedIn Company Pages
 Large image at the top of
the corporate LinkedIn
page
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36. LinkedIn Company Pages
 Share status updates and job
opportunities
36

37. LinkedIn Targeted Updates
 Send to specific segments
based on:
 Company Size
 Industry
 Function
 Seniority
 Geography
37

38. 38

39. Google+ Pages
 Feeds into Search, Maps,
and all other Google
properties
 Link with your Home Base
 Use circles to segment
messages
39

40. Google+
 +1 Google’s version of a
Facebook Like
 Websites using Google’s +1
button get 3.5X the Google+
visits.
40

41. 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
41

42. 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
42

43. YouTube Examples
43

44. Pinterest
44

45. Pinterest has grown quickly
45

46. High Percentage of Women on
Pinterest
-24%
Women
Men
104%
46

47. High Percentage of Women on
Pinterest
20%
Women
Men
80%
47

48. 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
48

49. 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
49

50. 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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51. 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.
51

52. Social Media on Mobile
 Social, local, and mobile
(“SoLoMo”)
 Check in to receive a reward
 Social sharing after the
check in
52

53. Reasons for Higher Mobile Social
Media Engagement
 60% of people say their
smartphone is always with
them
 Immediate
 Action
 Intimate
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54. Mobile Actions
 Make sure your home base is
visible on mobile
 Encourage sharing
 Feed the habit of visiting
your properties on mobile
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56. BlueZooCreative.com
collin@bluezoocreative.com
Twitter.com/ccondray
9/26/2012