2. Powerful Tool
Social Media’s capacity to influence, especially in our
plugged-in day and age, cannot be underestimated.
It carries an unmatchable ability to shape (or break) your
brand, therefore, must be treated with special care.
3. Case Study: Blunders
Company: McDonald’s (January 2012)
Hashtag: #McDStories (Used Twice)
Intent: To highlight the personal stories of the
people who provide McDonald’s with their food.
5. Case Study: Blunders
Company: Kenneth Cole (February 2011)
Hashtag: #Cairo (Used Once)
Intent: To promote their new spring collection.
6. Result:
The Internet was buzzing with anger, an apology was issued, a parody
account was created to mock the brand’s insensitive PR, etc.
7. Case Study: Blunders
Company: Celeb Boutique (July 2012)
Hashtag: #Aurora (Used Once)
Intent: To promote their new dress.
8. Result:
The Internet was in uproar over their insensitivity, the story catapulted
onto major news sources (Fox, WSJ, Macleans), and Celeb Boutique
sent out a string of apologetic tweets.
9. Case Study: Blunders
Subject: The Hunger Games (March 2012)
Premise: A collection of racist tweets made in the
Twitterverse, regarding the movie’s casting, was
compiled onto a Tumblr page, and subsequently
covered by Jezebel.com.
10. Result:
Within 7 hours of the article’s publication, the majority of the Twitter
accounts were shut down or made private.
11. Case Study: Blunders
Athlete: Paraskevi Papachristou (July 2012)
Premise: SUN - Papachristou tweeted a “joke,”
making light of the West Nile virus in Athens.
@papaxristoutj: With so many Africans in Greece,
the West Nile mosquitoes will be getting home
food!!!
12. Result:
Papachristou’s tweet prompted thousands of negative comments that
accused her of a racial slur.
TUE - Papachristou’s original reaction was to tweet the following...
@papaxristoutj: That’s how I am. I laugh. I am not a CD to get stuck!!!
And if I make mistakes, I don’t press the replay! I press Play and move
on!!!
WED - Papachristou posted five apologetic tweets in less than 2 hrs.
She was expelled from Greece’s Olympic Team.
13. Guidelines
1. Know the brand.
2. Don’t use social media to sell.
3. Police the media.
4. Don’t live in a bubble.
5. Don’t share too much.
15. What Is Pinterest?
Pinterest is a virtual bulletin board that allows users
to share images/links they find interesting or inspiring.
Once shared, these images become “Pins” that can be
placed on thematic “Boards” that users can customize
for any topic. Once something is pinned, it can then be
“Repinned” by other Pinterest users.
16. What Is Pinterest?
Lian’s Definition:
Pinterest is the Online Visual Gateway to your personality
(or in this case, the personality of 500 Staffing)
17. What Is Pinterest?
Rule #1
It’s a Visual Medium, so everything must be visually
appealing.
18. Why Use Pinterest?
According to comScore, Pinterest reached 11.7 million unique
monthly visitors in January 2012, making it the fastest standalone
site in history to cross the 10 million mark.
19. Why Use Pinterest?
Pinterest has the potential to drive serious referral traffic. According to Shareaholic,
based on data from their 200,000 member publishers, Pinterest drives more referral
traffic than Google+, Linkedin, and YouTube combined.
20. Why Use Pinterest?
Rule #2
Pinterest is all about embodying culture. It is NOT
about self-promotion.
23. Terminology
A Primer on Basic Pinterest Terminology
Pinterest Lingo
24. Pinterest Etiquette
1. Avoid Self-Promotion whenever possible
2. Concentrate on sharing things of value, visually
3. Promote the “Lifestyle” of the brand, not the brand itself
4. Give proper credit to the originator of the image
5. Check the links of the pins and avoid spam
27. Most Important Uses
1. Drive Traffic
- to blog
- to website
- to other people’s sites
2. Create Links
Links allow pinners to encounter your content
3. Create Leads
4. Social Sharing
- Facebook
- Twitter
5. Embody Culture
28. Bonus Tips
Promote a Lifestyle
Use it like a Focus Group
Crowdsource
Run Contests
Inspire your team
29. Advice for Success
Come up with interesting and creative board titles (Shape
the Brand)
Create boards that help you tell your story (Shape the
Brand)
Hire a photographer or great graphic designer (Get Visual)
Tell people you’re on Pinterest by adding the icon to your
site or blog (Add a pin)
Pair every product, page or important piece of content w
you want with a great image (Get Visual)
Add a Pinterest share tab (Add a Pin)
Encourage engagement and pinning activity by allowing
others to post their pins to your profile (Encourage Sharing)
New)
Test, target and segment your website content based on
what you learn. (Test)
30.
31. Reasons Why 500 Staffing Needs To Be Using Google +
1. Better Social Search Rankings
Google+ extends Search Engine Optimization, into Social Search Engine
Optimization. There’s no question that the “+1” button is going to impact
search results, but it is still up for speculation as to how exactly.
Google developed into its search algorithm higher search rankings when
the “+1” button is used, so if you enable consumers to +1 your content,
and your competitor doesn’t, then you soar above in natural search
rankings.
32. Reasons Why 500 Staffing Needs To Be Using Google +
2. Reach
Unlike the Facebook Like button, the +1 button is not limited to use
within the confines of the social network, but rather it’s open to anyone
searching on Google. This opens up the possibility to reach a consumer
audience that you were not aware of or who may not have been familiar
with you and your products.
33. Reasons Why 500 Staffing Needs To Be Using Google +
3. Hangouts
Hangouts are essentially Skype on steroids. Hangouts save money by
decreasing travel costs, and because they are considered “social,” you
don’t lose that valuable authentic connection.
36. Definitions
Click through rate (CTR): % impressions that result in click.
Filters: Applied to the information coming into you raccount, to manipulate
the final data in order to provide accurate reports.
Profiles: Allow you to view reports on specific domains, subdomains, or on
filtered data for your webpages.
Exit rate: % of site exits that occurred from a page or set of pages.
Bounce rate: % of single-page visits in which the person left your site from
37. Tech Talk
Skewed Stats
Opaque URLs
IP addresses
39. Useful Utilities
Comparisons
Referral quality: What websites bring most engaged visitors?
Visitor flow: Where do you want them to go?
40. Go for Goals
Definition: Versatile way to measure how well your site or app
fulfills your objectives. You can set up individual Goals to track
discrete actions, like transactions with a minimum purchase
amount or the amount of time spent on a screen.
Examples:
Clicking a “Submit” button on a contact-us form
Visiting the “About Us” page
