Social Media Integration Website Design
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Social Media Integration Website Design
- 1. The Art of Social Media Social Integration for Websites SOCIAL MEDIA & DESIGN 1
- 2. Agenda • Social Integration for Websites – Why Should I Care? • Designing a Plan • Leveraging Widgets • Content That Connects • Building Community #antenna • www.antennasocial.ca 2
- 3. Website Integration Why Should I Care? SOCIAL MEDIA & DESIGN 3
- 4. Integration • All roads should lead to one destination • Improved search ranking • Improved recognition + awareness • Longer visits #antenna • www.antennasocial.ca 4
- 5. Repeat Visits • If there is something new to interact with, people are more likely to return regularly • Experiment! • Ask for feedback... #antenna • www.antennasocial.ca 5
- 7. Collaboration • Watch video [1 min] #antenna • www.antennasocial.ca 7
- 8. #antenna • www.antennasocial.ca 8 • Link: http://youtu.be/ogzRglm6Gqw
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- 13. Designing A Plan Social Websites SOCIAL MEDIA & DESIGN 13
- 14. SMART Goals #antenna • www.antennasocial.ca 14 • Specific • Measurable • Attainable • Relevant • Time Focused
- 15. Measure #antenna • www.antennasocial.ca 15 • Install analytics tool • Measure baseline
- 16. The Who • Who can help you achieve your goal(s)? • The more you know about them, the easier it is to find them. #antenna • www.antennasocial.ca 16
- 17. Audience • Geography Where are they? • Demographics What are their common attributes? • Psychographics What are they like? #antenna • www.antennasocial.ca 17
- 18. Audience Profile • Create a personality profile for your dream audience • List both demographics AND psychographics • Use a real person or people as examples #antenna • www.antennasocial.ca 18
- 19. Be The Answer • Your audience doesn’t know you exist yet, so what are they searching? • Speculation is not a strategy • Once you find out, BE THE ANSWER #antenna • www.antennasocial.ca 19
- 20. Keywords • Make a list of 6 - 10 words that: • Answers the questions that your audience is asking • Describes what makes you unique as an artist • These will be used throughout your posts and in your tags. #antenna • www.antennasocial.ca 20
- 21. Brand Identity • Embody the characteristics that attract your target audience through: • Logo • Typography • Colour Scheme • Voice #antenna • www.antennasocial.ca 21
- 22. Website Tips What to Incorporate SOCIAL MEDIA & DESIGN 22
- 23. Content Driven • Relevant • Fresh • Community building #antenna • www.antennasocial.ca 23
- 24. Responsive • Looks and functions well on all devices #antenna • www.antennasocial.ca 24
- 25. Prioritize Social • Where is your ideal audience already hanging out online? • Prioritize those networks #antenna • www.antennasocial.ca 25
- 26. Facebook • Still the #1 social network • 300,000 accounts in NL • Great for brand recommendations #antenna • www.antennasocial.ca 26
- 27. YouTube • Best way to achieve a high search ranking • 2/3 of the world’s data will be video by 2017 • 18 - 34 year olds watch YouTube over cable (Neilsen) #antenna • www.antennasocial.ca 27
- 28. Twitter • AntennaSocial.ca | info@AntennaSocial.ca | 709-682-4054 | /AntennaSocial 28
- 29. Pinterest • Social discovery of objects • 80% Upper Middle Class Women • Drives traffic to sites • Excellent for e-Commerce #antenna • www.antennasocial.ca 29
- 30. Instagram • Sharable filtered snapshots • Integrating with FourSquare to allow check-ins at your favourite spots #antenna • www.antennasocial.ca 30
- 31. Vine • Vine was most downloaded app in 2013 • 5 tweets per second contain a vine link • https://vine.co/ #antenna • www.antennasocial.ca 31
- 32. Snap Chat Sharing moments in a moment with no image /video left to haunt you. #antenna • www.antennasocial.ca 32
- 33. LinkedIn • B2B Networking • Professional development • Majority of users in Canada are 25 – 54 years of age #antenna • www.antennasocial.ca 33
- 34. Leveraging Widgets Websites + Social SOCIAL MEDIA & DESIGN 34
- 35. Widgets • Twitter, Facebook, Pinterest, & YouTube offer FREE widgets • Customizable by user handle, #tag, or list • Nicer widgets cost $$ #antenna • www.antennasocial.ca 35
- 36. Twitter • Twitter offers its own widget found in your “settings” • Provides HTML code for your site #antenna • www.antennasocial.ca 36
- 37. Twitter • Other widgets are available for a different look • This one is from Tint #antenna • www.antennasocial.ca 37
- 38. Instagram • Snapwidget offers a few different options for Instagram • Map view... #antenna • www.antennasocial.ca 38
- 39. Instagram • Grid view... #antenna • www.antennasocial.ca 39
- 40. Instagram • Board view, and scrolling, and slideshow... #antenna • www.antennasocial.ca 40
- 41. Facebook • Facebook feeds can be integrated with widgets through WordPress or Facebook itself #antenna • www.antennasocial.ca 41
- 42. Pinterest • There are all sorts of customizations available for Pinterest widgets • Profile widget, board widget, pin widget, pin button... #antenna • www.antennasocial.ca 42
- 43. YouTube • YouTube makes it easy to embed videos into your site • Embed single videos, playlists, #antenna • www.antennasocial.ca 43
- 44. Content That Connects Websites + Social SOCIAL MEDIA & DESIGN 44
- 45. Be Helpful • Provide amazing tips to make life easier for your audience • Share techniques #antenna • www.antennasocial.ca 45
- 46. #antenna • www.antennasocial.ca 46 • Link: http://youtu.be/Vk8XLUe9IwE
- 47. Be Emotional • Pull on heart strings or be funny... #antenna • www.antennasocial.ca 47
- 48. #antenna • www.antennasocial.ca 48 • Link: http://youtu.be/nY_CKRx2a5U
- 49. Feel Exclusive • People want to belong... #antenna • www.antennasocial.ca 49
- 50. #antenna • www.antennasocial.ca 50 • Link: http://youtu.be/NZEAktSsv28
- 51. Be Awe Inspiring People love to share bizarre and quirky items #antenna • www.antennasocial.ca 51
- 53. Build Community • Interact with your fans • Find the influencers in your niche category and interact with them – keep it relevant • The more you participate, the better your credibility #antenna • www.antennasocial.ca 53
- 54. Thank you • Download “7 Steps To Social Media Success” and our “Social Media Checklist” at antennasocial.ca • Follow us on Facebook, Twitter, and LinkedIn @antennasocial #antenna • www.antennasocial.ca 54
Hinweis der Redaktion
- Welcome... I’m Christina Adams and I’m here to help you understand social integration for websites from an Artist’s perspective. - BFA with Photography and Painting - Board position at grunt Gallery Artist Run Centre I co-own Antenna Social Media + Design – we create targeted and meaningful social media plans and content for our clients. We specialize in businesses that focus on consumer experiences, for instance boat tours, and boutique retailers who offer a unique atmosphere for their customers. Before starting Antenna, I created the Vancouver 2010 education programs website which included a strong social media component. My partner Greg has over a decade of experience as an Art Director with a focus in communication design, enabling us to provide clear and strategic creative.
- Today you’ll learn: Why you need to know about integrating social media into your website; How to make a content plan; How to leverage widgets; creating content that connects; and building community.
- What’s so important about integrating social networks into your website?
- Your website should be a hub where all your content connects. Many brands have content spread across the Internet – often in a disorganized manner. Social networks will work more effectively if the information links up to each other with a consistent look and tone. Creating an online hub for all your networks will improve search ranking, recognition and awareness, and keep visitors on your page longer due to fresh content.
- And, if you are regularly updating your website with interesting social interactions, you are more likely to bring visitors back to see what’s new and exciting. Feel free to experiment. Leverage the community you’ve built on your social networks to have some fun on your website – for example if you run a Facebook contest, be sure to make that a main feature of your home page for the duration of the contest. Or ask your social audience for feedback.
- I was impressed to see that the City of St. John’s is leveraging it’s social networks to get feedback on their snow clearing challenges, however they missed the opportunity of showcasing this on their home page in a big way.
- Or use your community for collaboration. Ask them to help you to make creative decisions by offering a choice and asking for votes. Run this as a regular feature on your site. For example, the furniture store CB2 created a collaborative design project that encouraged users to give a lot of love to their product pins while making it fun and interesting for them.
- Every social network has a feed widget or even several feed widgets that you can use to incorporate your social networks into your site. Here you can see in pink where a tweet has been fed onto the page amongst blog articles. Their home page even looks a bit like a newsfeed.
- Be sure to include share buttons from blog entries so users can easily share content to their own social networks.
- Putting a YouTube video front and centre will do wonders to improve your search ranking and also provide a personal connection to your audience. Change this video every so often, simply by uploading another YouTube video — if embedding a playlist, it will automatically update your home page.
- Treat your site like a social network with a newsfeed... http://www.mymodernmet.com/
- Before we get into the specifics of building social websites, we really need to talk about creating a plan. I’ll get into the types of widgets/feeds that you can use in a few minutes. The basis for any website is content, so this is how you develop a content plan.
- This type of goal setting is important because it helps you identify what activities need to happen in order to achieve it. Start with a broad goal and then make it SMART. For example, for Antenna Social I may want to increase our online presence. This could be achieved with just one new visitor, which probably isn’t what I want. A SMART version would be: “By Sep 1, 2014, Antenna Social’s website will have increased to 1000 visitors per day.”
- You’ve set up your goals, now make sure you have what you need to measure them. Be sure to install Google Analytics on your website and take a measurement before you make any changes so you have a baseline from which to compare against.
- With your goal in mind, who do you need to to attract attention from in order to achieve it? Using my example, I’ll want to connect with they type of people who will like my film and watch it on YouTube. Sometimes your audience won’t be the final audience... perhaps I want to connect with distributors rather than directly to the audience. The more you know about your audience, the better you can target them and the more likely they will actually do what it is you want them to.
- Often we focus on the obvious, easy-to-find characteristics such as Geography and Demographics – this is the first step. But it’s better to target psychographics. The difference is that demographics describes age, income bracket, gender and other identifiable attributes, where as psychographics describes interests, values, personality, and lifestyle characteristics.
- The more you know about your audience, the better you can target them. A niche audience that is more likely to convert to taking whatever action you want them to take because they’re genuinely interested in what you have to offer. So think again of your ideal audience. Now think specifically of a person or a combination of people to create a personality profile around. Consider the psychographics AND demographics that sets your ideal audience apart from others.
- Behind every search there is a user typing a question. What’s the question that your target audience is asking that you can answer? Imagine that the audience doesn’t even know you exist... Find out what your potential audience is actually thinking BEFORE they know about you. Don’t speculate about what your target audience wants or needs, ask them using surveys or even direct questions. Once you know what they’re searching for, BE THE ANSWER. This is how you lure your target audience to your website.
- Now you know what your audience is looking for, make a list of 6 - 10 words that answer the question or sets you apart from other artists. These will be used throughout all your social content.
- Having a consistent image is important for recognition. The more your brand is repeated, the more people will remember you. A great brand describes your Art while embodying your values and showcases characteristics that will attract your audience. This includes: Logo; Typography; Colour Palette; Voice
- Now you have an idea of your goals, who you’re talking to, and what you’re going to talk about in order to attract your ideal audience... here are a few things to keep in mind when setting up a new site or tweaking your existing site.
- People visit your site for one thing only — the content. Whether to get some basic information or to engage with the community, it’s all about the message. Make it relevant to your audience, updated frequently (why social feeds are a great idea), and provide a sense of community.
- Everyone uses a mobile device these days, some use them to go online more than desktops/laptops. Be sure your site works well for them.
- So which social networks should you incorporate into your site? All of them? No, pick the top networks where your ideal target audience is hanging out and focus on those. Since you’ve done your planning from earlier in this presentation, you have a clear picture in your mind of who you are targeting. Research the various social networks to figure out which ones to prioritize. Keep in mind that there may be some features of a social network that you’ll want to use to enhance your site, even if your audience isn’t already on that network frequently. A good example is Instagram — this is mostly made up of people under 25 but it’s a great photo tool and links seamlessly to other social networks that I’d recommend it even if your audience is over 25.
- Facebook is where everyone is hanging out these days. There are 300,000 Facebook Profiles in NL, 90% population. People are entrenched in Facebook because it’s where they stay in touch with both passively and actively with 90% of their friends and family. Friends and family are our biggest influencers so if one of them recommends a brand or product, you’ll most likely want to give it a try. Facebook has great opportunities for paid promotions.
- Videos are the best way to quickly improve your SEO. There are many ways to leverage YouTube – from a video blog to a series of professionally shot how-to videos. With over 1 billion monthly visitors, YouTube is one of the power houses in Social Media. Neilsen reported in 2013 that 18 - 34 year olds watch YouTube more than (and often instead of) cable TV. Home Depot has the right idea by providing a video on “How To Paint A Room”. They are #3 on the search rankings but their strong brand recognition might make you choose their video over the #1 ranking video. So few businesses are doing this that the time is ripe to gain a first page search ranking through video. Be sure to check out Jaeny Baik’s session tomorrow for more detail on that.
- Twitter was developed in order to bring social networking to mobile phones. It became popular because it enabled anyone to connect personally with celebrities – Justin Bieber has more followers than Obama (but only by about 7 million)! It allows for global group dialogues that are informal and tied to a particular topic. It provides headlines of current events for both broad and niche topics – hyper local news from the people, for the people. Twitter is also great for networking at live events such as conferences like this one. Twitter also has great opportunities for paid promotions.
- Pinterest is centered around the social discovery of objects... More lucrative e-commerce than any site. Average pin drives traffic to websites more than any other social sharing. Pinterest rules the iPad. 80% Female, upper middle class. Pinterest has great opportunities to directly sell products from your online store – through Rich Pins.
- Because Twitter and Facebook didn’t share images easily from phones, at first, Instagram was created. This makes everyone’s snapshots look like works of art. Users can like, comment on, and share the images through the Instagram network which easily integrates into Twitter and Facebook, as well. A smartphone app and social network, Instagram is loved by young people and helps them avoid the watchful eyes of their parents. Even though it is a public network, not many parents have accounts yet. FourSquare and Instagram are now integrating so that’s a network to watch. FourSquare allows you to check in to locations to let your friends know what your favourite haunts are – if they get notified you’re at your best cafe, they may join you!
- So now everyone’s phone not only has a camera but also a video camera. Vine was created by Twitter to enable users take 6 second video clips that loop and share with their social networks. By now we’ve also entered what I call the “era of the Bizarre”.
- Snap Chat is one of the newest Apps that young people are using. This is a direct response to seeking privacy, whether from the watchful eyes of parents or for wanting to share a moment with someone without having it haunt them afterwards. Users take brief videos or photos and sends it to a friend of choice but once the friend views the video or image, it disappears forever.
- LinkedIn is great for those of you who work with other businesses. It offers a lot of professional development opportunities, and there is excellent advertising potential.
- Every social network has a widget that can work with your website. They are really simple to integrate, ask someone familiar with websites to help you set it up if you don’t already know.
- Widgets offered by the original network are FREE such as Twitter, Facebook, and Pinterest. Those that are more customizable, look better, and integrate more than one social network cost $$. Prices vary. Most widgets allow you to sort by user handle or by #tag.
- As well as “being the answer”, you need to build community. The common characteristic that unites all social networks is that their main purpose is to build community – rallying people together around a niche topic or cause. Here’s how you can build community: Be helpful. Provide amazing tips to make life easier.
- Pull on those heart strings... This is why cute kittens and puppy dogs rule the Internet. Also, anything funny is an emotional trigger that has a far reach on the web, uniting people who have a common sense of humour. This can also include highlighting affiliations with not-for-profit organizations.
- Be inclusive but make it feel exclusive. People like to feel that they belong to an elite group. The Internet has enabled groups of people with obscure interests from all over the world find each other and form communities, from Foodies to people who love “Saved by the Bell”. Form a community around the love of a particular style of art or artist, for example.
- Be awe inspiring – bring a sense of wonder to your follower’s day. People love to share bizarre and quirky items.
- Be awe inspiring – bring a sense of wonder to your follower’s day. People love to share bizarre and quirky items.
- Be awe inspiring – bring a sense of wonder to your follower’s day. People love to share bizarre and quirky items.
- Just like in face-to-face communities, online communities are more interesting when people interact with each other. The more you participate, the more likely people will remember you and your brand. Determine your influencers and interact with them and their fans and if you do it well, those fans will also become yours. The more you participate, the better your credibility.
- Visit AntennaSocial.ca to get our 7 Steps To Social Media Success and the Social Media Check List – our handy reference guide to community management. For more tips and info, check us out on Facebook, Twitter, and LinkedIn @AntennaSocial.