Slide deck from April 2012 Meetup.com meeting of Chester County Internet & Social Media Marketing
Two for Tuesday: Social Media Marketing and Ads & WordPress Blogging Basics
@ChescoMarketing #ChescoIM
Presented by @JeffTincher http://bit.ly/TinchLI
2. Agenda
7:10 PM Welcome and Intro
7:20 PM Workshop #1: Social Media Marketing Overview
Facebook Insights & Ads, LinkedIn Ads, Twitter 101
7:40 PM Q&A for workshop
7:45 PM Workshop #2: Blogging Basics
WordPress.com vs WordPress.org
8:20 PM Q&A
8:30 PM Wrap up and good night.
8:30 - 10PM after hours for those that would like to stay and continue discussion
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3. Quick ChescoIM Housekeeping
• Welcome new members and first timers
• Typical Meetup starts with a 1 hr networking and
business card swap Happy Hour, followed by 1-2
hours of presentations, Q&A and group
discussions.
• Member Intros – skip these during meeting to
save time, please join the LinkedIn group to intro
yourself/business. Join here http://bit.ly/ChescoLI
• Previous Slide Decks shared on Box.com
http://bit.ly/ChescoIMSlides
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4. On the table
• Coreen Tossona (@ctmarcom) will
discuss some cool info she learned
about Google+.
• Looking to have a Google Field Rep
at our next Meetup to present.
• June/July Mega Meetup??
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6. Who’s Using What?
• How many of you have a Facebook
Business Page/Timeline?
– Do you know about FB Insights?
– Are you using Ads?
• What about Twitter for business
marketing?
• Finally, LinkedIn Business Pages and
Ads?
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7. Facebook EdgeRank Overview
There are three basic components to the Facebook
EdgeRank algorithm:
• “Affinity” refers to the user’s relationship with the
item’s creator
• “Weight” combines what the item is and how it’s being
interacted with. Status, Video, question, photo.
• “Time Decay” refers to how recent the item is.
• Without a decent EdgeRank Score, your status updates
may not be seen by all of your fans.
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8. Facebook Insights
People Talking About This – number of
people that engage with your Page and includes
users liking your Page, liked, commenting on or
sharing a post from your Page, answered a Question
you’ve asked on your Page, or tagged your Page in
an update or in a photo. This also includes
Facebook users who’ve responded to an event on
your Page.
Friends of Fans – This is the total number of
friends all your fans have.
Reach – The number of people who have seen
content associated with your Page
Virality – The percent of people who saw a story
from your Page and “talked about it”. (calculated by
Reach/People Talking)
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9. Dig into the Data
Click on the Export Data button to find a ton of data
that Facebook collects about user engagement with
you Page.
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10. Facebook Advertising
Facebook Ads
• Text and image ads
• Cost less than other Online Ads (AdWords)
• Can be geo targeted, demographic and allows
targeting according to profile attributions
Sponsored Stories
• Sponsored Stories let you promote stories about people
connecting with your Page, app, event or domain to their
friends.
• People are 2x more likely to engage with your page when they
see a friend already Likes your page
• Ad size: 240 px wide / variable height.
• 6 different ways to use Sponsored Stories (next slide)
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12. Tips to Optimize your Facebook Ads
• Analyze your Edgerank
– If your page does not have much engagement, you may be paying
for ads to drive people to your Page, spending lots of money to get
them there, and then have them not engaged.
• Avoid Ad Saturation
– FB now measures frequency of ad views by avg person, best to
change ad copy/image often to avoid same people seeing same ad.
• Only change ONE thing at a time
– Since no true A/B testing of FB ads, best to either change ad copy,
image, target audience.
– Leave only for 7 days to allow analysis
• Target friends of connections (only for Page ads)
– Many people forget about this. This is huge! Friends sell!
• Go for little and large
– Try running ads to a specific demographic like 25-35y/o, or broaden
an audience.
– If large budget, run both types of campaigns, targeting niche and
one broad. Determine which is your winner!
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14. Facebook: Best Time to Post
From Argyle Social
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15. LinkedIn Ads
• Target audience by Geography, Industry, Job
Function, Job Title, Linkedin Groups, Gender,
Age.
• NEW Lead Generation feature – allow
targeted user to click a link to be contacted by
company
• Competitive bid rates for CPC or CPM
• Ads are placed on:
– Profile Page, Home Page, Inbox, Search
Results Page, Groups, and CPC Ads
Sample Job Titles & Estimated Audience
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16. 3 Ways to Advertise on Twitter
Promoted Accounts Promoted Tweets Promoted Trends
• Growing your follower-base will • Target by search keywords, geo- • Good for large budget
stimulate engagement on multiple targeting campaigns.
levels. • Search on Twitter dominated by real- • $120K per day for each
• More followers = Broader distribution time events, interests, and promoted trend. (I think it’s
of campaign communications. conversations. more now)
• Promoted Accounts are targeted by • Average engagement rates range • Only One advertiser per day.
interest, interest-based keywords and 1% - 3%. • Fixed placement on the user’s
geo-targeting • Cost per engagement (CPE) auction timeline homepage
• Cost per follow (CPF) auction (defined as a click, favorite, retweet,
• Minimum bid $0.50 or reply.)
Competitive bid $1-2 • Minimum bid $0.10
Competitive bid $0.50
Twitter Requires a $15K
over 3 month budget!
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17. Twitter 101 - Demo
Open discussion and demo of tools, tips and whatever you want to talk
about.
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18. Questions about Social Media Marketing Overview?
Tweet @ChescoMarketing or @JeffTincher include hashtag #ChescoIM
Keep the discussion going on the LinkedIn Group at http://linkd.in/ChescoLI
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20. WordPress.com Blogs
WordPress.com Benefits
• It’s free and much easier to set up, no technical experience needed.
• Everything is taken care of: setup, upgrades, spam, backups, security, etc.
• Your blog is on hundreds of servers, so it’s highly unlikely it will go down due to
traffic.
• Your content is backed up automatically
• You get extra traffic from the WordPress.com community — including blogs of the
day and tags
• Your dashboard is secure (SSL) making it even safer to log in on shared networks
WordPress.com Cons
• Can only use provided themes which you can modify and edit the CSS, cannot
upload own or purchased theme
• You can’t modify the PHP code behind your blog
• You can’t upload plugins
• Cannot use your own domain name like ChescoMarketing.com
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21. WordPress.org Blogs
WordPress (self-hosted) Benefits
• Ability to upload themes & plugins
• Great community of users for support
• Complete control to change code if you’re technically minded or have someone
that can make code changes
WordPress (self-hosted) Cons
• You need a good web host, which generally costs $7-12 a month
• Requires more technical knowledge to set up and run
• You’re responsible for stopping spam
• You have to handle backups
• You must upgrade the software when a new version comes out, WP does have
plugins to handle this.
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22. Questions about Blogging and WordPress?
Tweet @ChescoMarketing or @JeffTincher include hashtag #ChescoIM
Keep the discussion going on the LinkedIn Group at http://linkd.in/ChescoLI
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23. Stay Informed about ChescoIM
• Facebook Thank you for
– Facebook.com/ChescoIM
• LinkedIn Group attending!
– http://linkd.in/ChescoLI
• Twitter
– @ChescoMarketing #ChescoIM
– @JeffTincher
– @WilsonVA
• Meetup Page
– http://bit.ly/ChescoIM
• Social Media Infographs and Pins
http://bit.ly/TinchPinsSM
Invite your friends and
co-workers to join us next month!
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Hinweis der Redaktion
Affinity refers to the user’s relationship with the item’s creator. For example, if you have an old acquaintance whose Facebook profile you haven’t visited in two years, they would have a very low affinity ranking. If you have a significant other whose profile you visit every day, they would have a very high affinity ranking. This is good for FacebookEdgeRank.WEIGHT combines what the item is and how it’s being interacted with. Status, Video, question, photo.As for the “what,” videos, photos, and links are generally considered to have the highest weight. In other words, if a fan views a video on your page, this will score far more points in FacebookEdgeRank than if they simply visit your page.The other component to FacebookEdgeRank is how the item is being interacted with. A “Like,” for example, gets less weight than a comment.“Time decay” refers to how recent the item is. Old news drops out of the news feed, so newer items are more likely to appear on a feed than older items. Understanding this, to increase your FacebookEdgeRank, post your links, comments, and photos at times when your users are most likely to be logged in to Facebook.
Target audience by Geography, Industry, Job Function, Job Title, Linkedin Groups, Gender, Age.NEW Lead Generation feature – allow targeted user to click a link to be contacted by companyCompetitive bid rates for CPC or CPMAds are placed on: Profile Page - when members view the profile of other LinkedIn members.Home Page - the page members see when they sign in to LinkedIn.Inbox - the page where members see messages and invitations to connect.Search Results Page - the page that results when you search for a member by name.Groups - when members view pages in their group..CPC (Cost-Per-Click) Ads could also be shown in a text link advertisement at the top of the home page. Images and logos in the ad may be omitted in this situation.