A discussion on the basics of Social Media and the larger realm of Digital Marketing and its impact in the coming evolution of social integration into traditional search results.

1. Jason Dobrolecki
SOCIAL MEDIA 101
Tuesday, August 21, 12

2. SOCIAL MEDIA 101
FORGET THE TERM SOCIAL MEDIA
It’s just communication that happens online.
Tuesday, August 21, 12

3. DIGITAL STRATEGY 101
Tuesday, August 21, 12

4. WHO’S IN THE ROOM?
Who has a personal Facebook page? Active?
Whose association or centers have Fan Pages?
What are your thoughts on effectiveness or use
cases?
Who has a personal Twitter account?
Whose association or centers have Twitter accounts?
Whose association has a blog or other digital media?
Tuesday, August 21, 12

5. WHY DIGITAL MEDIA?
More and more people ignore
one-way communication and
broadcast marketing.
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8. DIGITAL
MEDIA
LANDSCAPE
EXPLAINED
IN BACON
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13. W H AT ’ S T H E “ R I G H T ” WAY T O
M A R K E T O N D I G I TA L M E D I A ?
There is no “right” way, but there is most certainly a WRONG way.
There’s a lot of experimenting going on in this evolving space. Digital
space is about relationships treating people as people. Consumers
want to know they are interacting with real people behind the brands
and are callus to PR Speak and talking point.
Tuesday, August 21, 12

14. THE BASIC STRATEGY
1. Define your voice
2. Develop content pipeline
3. Engage in conversation
4. Build social capital (share and link to others)
5. Be personal and authentic - users reward those brands who
promote individual voices
Starbucks (multiple twitter accounts with unique voices)
Southwest
Zappos
@garyvee (twitter.com/garyvee)
Tuesday, August 21, 12

15. FACEBOOK
The Basics
Online venue for friends to connect around commonalities
(childhood, school, work, family, brands)
It’s like a dinner party at your house. You have close friends, loose ties,
and acquaintances, but everyone there you know at some level.
The Pros The Cons
➡ Growing resentment of advertising (if
➡ Largest user base done “wrong”)
➡ Organic and Paid Ad means ➡ Large user base of people and
➡ Customizable Fan Pages (to an extent) businesses, thus lots of “noise”
➡ Raffles and Promotions can get good ➡ constant changing of news feed
traffic algorithms causes difficulty in placing
updates to Fans’ news feeds
Tuesday, August 21, 12

16. TWITTER
The Basics
Short, concise communication with varying degrees of user familiarity.
It’s answering the preverbal question “What are you doing right now?”
It’s like a business conference. You might know some people, but most of the
crowd are complete strangers. You’re there to connect, network and learn
from others. You get out of it what you put into it.
The Pros The Cons
➡ Large user base, lots of “noise”
➡ Growing resentment to marketing (when
➡ Large user base
done “wrong”)
➡ Data mine field (everything is public)
➡ Segment of user base feels “anonymous”
➡ Simple interface
and thus can be unreliable and
➡ Can be utilized in creative ways, it’s still
predictable.
a growing platform
➡ Pliable user experience and expectations
➡ Prominent SPAM issue
Tuesday, August 21, 12

17. LINKEDIN
The Basics
Facebook for Business Professionals
The Pros The Cons
➡ Single use for most users (job search
➡ Large and active user base
and networking)
➡ Professional, business savvy user base
➡ User base hard to reach with mktg
➡ Highly educated
➡ Not conducive to promos or paid mktg
➡ Value affinity/alumni associations
➡ Opportunity in content driven mktg
Tuesday, August 21, 12

18. PINTEREST
The Basics
New kid on the block. This is a bookmarking service at its core. Users find content with
visual references, save these visual cues to their “Pin Board” and share these Bookmarks
and Pin Boards with friends on the site or other social media (facebook, twitter, etc)
The Pros The Cons
➡ Growing user base
➡ Users spend a significant amount of ➡ Largely untested
time using the web interface ➡ We don’t know what works/doesn’t
➡ Currently there is not a lot of noise. ➡ Highly visual, context requires click
➡ Opportunity to test new strategies and thru
tactics while the landscape is limited ➡ Unknown sustainability
➡ Overwhelming demo are moms
Tuesday, August 21, 12

19. GOOGLE+
The Basics
Today: Google’s entry into social media. Attempts to bring aspects of Facebook and
Twitter into a single platform for a more complete and customizable experience.
Future: Google+ is thought to become the “Hub” of Google’s experience.
Google’s full portfolio of products (search, YouTube, Picasa, Docs,
AdWords, Blogger, etc) will plug into Google+ as a central hub.
The Pros The Cons
➡ Inactive user base (avg 3 minutes a
➡ Large (but largely inactive) user base
month)
➡ Those who do use it are highly
➡ Many accounts are activated through
committed and satisfied with platform
gMail, YouTube, other portfolio
➡ Multimedia integration and leveraging
products and aren’t even aware of
of Google Portfolio of products (search,
Google+ as a platform
YouTube, Picasa, etc)
➡ Brand pages are in infancy
Tuesday, August 21, 12

20. It’s not about
GOOGLE+ the “+”
ci al
The Basics
Today: Google’s entry into social media. Attempts to bring aspects of Facebook and
S o
Twitter into a single platform for a more complete and customizable experience.
h
Future: Google+ is thought to become the “Hub” of Google’s experience.
c
Google’s full portfolio of products (search, YouTube, Picasa, Docs,
a r
AdWords, Blogger, etc) will plug into Google+ as a central hub.
The Pros
S e
➡ Large (but largely inactive) user base
➡ Those who do use it are highly
➡
month)
The Cons
➡ Inactive user base (avg 3 minutes a
Many accounts are activated through
committed and satisfied with platform
gMail, YouTube, other portfolio
➡ Multimedia integration and leveraging
products and aren’t even aware of
of Google Portfolio of products (search,
Google+ as a platform
YouTube, Picasa, etc)
➡ Brand pages are in infancy
Tuesday, August 21, 12

21. SOCIAL SEARCH
GOOGLE AND GOOGLE+
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23. SOCIAL SEARCH
BING AND FACEBOOK
Tuesday, August 21, 12

24. SOCIAL SEARCH
BING AND FACEBOOK
Tuesday, August 21, 12

25. Jason Dobrolecki
S O W H AT ? I H AV E A W E B S I T E .
W H Y D O E S T H I S M AT T E R ?
Tuesday, August 21, 12

26. Jason Dobrolecki
P U S H S T R AT E G I E S A R E
BECOMING LESS EFFECTIVE.
WE MUST BE EASY TO FIND.
BY ENCOURAGING
C O N V E R S AT I O N A N D
LEVERAGING THE COMING
AGE OF SOCIAL SEARCH.
Tuesday, August 21, 12

27. Jason Dobrolecki
KEYS TO ORGANIC SEO IN
THE SOCIAL SEARCH ERA
Twitter Facebook Google+
Inbound Organic/
Links PPC Search
Your Org
Outbound Website
Links Blog
Technical Content/
(site structure) Multimedia
Key Words
Tuesday, August 21, 12

28. SOCIAL MEDIA SAFETY TIP
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29. Jason Dobrolecki
Tuesday, August 21, 12

30. ADDITIONAL TOPICS
COVERED DURING Q&A
Groupon Offers
Pilot offer at a single site in Houston Y resulted in nearly 200 sales. 70%
redeemed their Groupon. Of that total, 60% became full paying, monthly
members.
Mobile Websites
If you don’t have a mobile website version, or if you thinking of revamping,
now is the time to leapfrog the technology. No longer is a mobile site the
way forward. New technology is “Responsive Design” where the website
layout adapts automatically to the size of the browser (desktop, 10” iPad, 7”
Android Tablet, 4-5” Android phones and 3.5” iPhones). The layout,
graphics and photos resize automatically to optimize screen real estate and
the need to manage multiple sites is eliminated.
This also addresses the pressure to develop “Apps” for iOS and Android
(and soon to be Windows 8 phones). These responsive design sites, when
designed and structured effectively, act as “Web Apps” that are Operating
System independent and can be viewed on any device, eliminated the need
to create and iPhone app, Android App, Blackberry App and Windows App
Tuesday, August 21, 12

31. ADDITIONAL TOPICS
COVERED DURING Q&A
References
Gary Vaynerchuck - “The Thank You Economy”
Examples of Responsive Design sites
http://2012.ampersandconf.com/
http://css-tricks.com/
http://2012.newadventuresconf.com/
Tuesday, August 21, 12

32. Jason Dobrolecki
facebook.com/Jason.Dobrolecki
twitter.com/jdobrolecki
linkedin.com/in/jasondobrolecki
bit.ly/GoogleJasonDobrolecki
jasond@ymcahouston.org
Tuesday, August 21, 12