Social Media Boot Camp for Business at LevelTen Interactive

Social Media Workshop For Business

Howdy

@giovanni http://leveltendesign.com

Giovanni Gallucci

I’m a hack.
I have no business teaching anyone anything about
social media or SEO for that matter.

But - for some reason I’ve been blessed with great
success online.

So, I’ll not teach. I’ll just show you what works for me.

woopra.com - stats from over 150,000 websites
What *Really* Drives Trafﬁc?


Section 1

SEO 101: The Basics

click thrus | humans
keywords & phrases | humans
back links | search engines
anchor text | search engines


Keywords

How
Google
Works
(Simpliﬁed)


Keyword Research
https://adwords.google.com/select/KeywordToolExternal


Keyword Research


PR & Social Media Deal In The Same Currency

social capital = reputation = access to resources/
access to more connections = reciprocity (favors
added up) = public accomplishments = increased
levels of trust = reputation = more social capital:
wash, rinse, repeat


Section 2

Facebook & Google+

Options for Marketing


What did facebook
do right?

What did facebook
not do right?

What are you gonna do?

Google+ Launches
Public Beta 6/27/2011


Google+ Invites Start
Pouring In 6/29/2011


16 days


120 days


120 days

53 Million +

one


Friends Lists - Closed


Friends Lists
Can’t be Optimized


Twitter Lists are a vote for people
Google is looking at...


Circles


Circles are a vote for people
Google is looking at inﬂuence.


Google is looking at authority.


Google is looking at connections.


Google is looking at memes.


Optimization
Let’s talk about SEO for Facebook


Optimization
That was quick.


Optimization
But Seriously


Google+ Proﬁle Page


Introduction/About You


Occupation/Employment


Location


Make sure you’re visible to
Google


Social Plugins
Like & Share Buttons & More


Social Plugins
Like & Share Buttons


Google+ Style

You can write in bold or italic, but you just have to make
some small “additions”. To write in bold, write the word
in asterisks: *example*. If you want to write in italic, put
it in underscores: _example_. If you want the words you
write to appear cut, use a hyphen: -example-.

Get Your Brand


Pages NOT Proﬁles


Promote Your Page
Ofﬁline


Branded Applications
Mind The Performance!


Branded Applications
Be Efﬁcient!


Facebook Ads
“Why do you ‘Like’ brands on facebook?

Brand Invitation or Ad - 75%
Friend Inviting - 59%
Personal Research - 49%

*eMarketer

Facebook Ads
Design > Text & Image


Facebook Ads
Targeting


Facebook Ads
Set Daily Budget & Pricing


Facebook Ads
Review & Pay


Section 3

Twitter & Foursquare

Best Practices for Twitter
Use a photo of yourself that’s
interesting
Follow people that YOU think
are interesting, not just b/c
everyone else is following them.
Mix in SOME personal
information
Don’t SPAM - Bring value
Use twitter search to ﬁnd others
Join the conversation! use the @ sign before another person’s name
to get their attention
Most importantly - create and build relationships

Best Practices for Twitter
Establish twitter accounts for
specific demographics

Grow your twitter follower list first

Populate twitter streams with
relevant content using Twitter Feed
or Ping.fm

Use innovative ways to get them to follow and friend you on
facebook

Sweepstakes are terrific

Applications

Hootsuite


Applications

Tweetdeck


Applications

Twitter Local


Foursquare

What Is Foursquare?


Foursquare
Mobile App
Venue Ownership
Reviews/Suggestions
Social Game
5 Million Users
Special Deals
400 Million Checkins

Places/Check-In Incentives


Places/Check-In Incentives
Types Of Deals


Section 4

YouTube & Flickr

Photos/Video
One Of My Weapons Of Choice


Equipment

Canon 5D


EQUIPMENT

Canon 5D


EQUIPMENT

Canon 5D
Canon 7D


EQUIPMENT

Canon 5D
Canon 7D
Canon T2i (T3i)
Canon G12
GoPro HD
iPhone


Tools Of The Trade
Facebook
Flickr
Foursquare
Google+
Tumblr
Twitter
Wordpress
YouTube

Tools Of The Trade
Google Analytics
Grader
HARO
HootSuite
Klout
Map My Followers
PeerIndex
TubeToolbox
TweetAdder

BEFORE


BEFORE
Passion: “I have never had a job I was not passionate
about.” - Kurt Podeszwa (Camp For All), SchipulCon in
the speaker room.

If you are not passionate about what you’re doing, stop.

I’m serious.

Just stop.

@giovanni
http://gallucci.net/plus

BEFORE

Build Relationships


BEFORE
We need to reset: Anyone who says social media is free
doesn’t know squat about running an effective social
media campaign.


BEFORE
FOR EXAMPLE: Building a portfolio (translated: work, write, or
shoot for free sometimes.)

But, DO NOT establish the value for your product/services at $0.00. NEVER
be available for anyone for free when THEY request your time. NEVER.


BEFORE
Easy enough (kind of) if you are doing this for your
own brand. But if you have employees or a vendor
doing this for you, it just stopped being “free”.


Plan, plan,
and plan some
more.
BEFORE
Site review,
scheduling, shot list,
backup equipment,
batteries, know where
your exits are, know
alternate entrances...


Plan, plan,
and plan some
more.
BEFORE
Who,
What,
Where,
When,
Why?


BEFORE
Use those contacts!


BEFORE
Small footprint


BEFORE
Media badge - the key to the city...almost

@giovanni

BEFORE
Don’t describe yourself as anything other than a
professional photographer if you want to be taken
seriously.


BEFORE
You’re not a “blogger” - You’re a writer or an online
journalist.


BEFORE

Know your rights.

Know the law/know the TOS on sites you’re working
on.


DURING


DURING
First order of business: get the shots you need.


DURING
Know your rights.

Don’t be unnecessarily confrontational, but don’t be a
doormat either. Private security are NOT the POPO.
Have them call the police if you can’t come to
agreement and they attempt to detain you.

NEVER give anyone your camera. NEVER give anyone
your photos. But give the POPO “the disk from your
camera” if they ask - Use The Cloud

@giovanni

DURING
Be patient. Be nice.
Be respectful. Be invisible.


Be creative. Duh, really? Really.
DURING
Find the angles that no-one else would.

If you want your photography to stand out, you must
get shots no-one else is getting.


DURING
Be present. Be alert.

DURING
Shoot everything.

Shoot until you get kicked out or until there’s nothing
left to shoot.


DURING

Remember I said the get the shots you NEED ﬁrst?
Once you have gotten those AND backed up those
photos?

Sneak around.

Shoot to get kicked out.

TOP TIPS
BASICS:

Rule of thirds.
Balancing elements in the shot.
Leading lines.
Symmetry.
Background.
Framing.


TOP TIPS
People love the ﬁsheye. CREATIVE LIGHT:

Using extreme ends of Over exposure.
zoom lenses.
Under exposure.
Aperture for dummies.
Flash rings.
Customize the buttons on
your camera. Natural lens ﬂare.

Zoom with your feet. Light hacking.

TOP TIPS
OTHER STUFF:

Dress the part. Change Eye.ﬁ - cards ROCK.
of clothes available.
Compose the picture in the
Keep business cards ON camera. (?)
you.
Keep a step ladder in your car.
Monopods & tripods are Knee pads. Band-Aids. Igloo. Paper
your friends. towels.

Shoot RAW.

TOP TIPS - BLOGGERS
Deﬁne Your Goals Be Visible

Know Your Audience Take Risks

Be Consistent Ask for Feedback

Be Persistent Keep Learning

Be Inviting Be Yourself


Video SEO

http://www.youtube.com/watch?v=BI1H4HhNLUc


Video SEO Tips


Video SEO Tips
Video SEO Ranking Factors

-Title
-Description
-Tags
-Views
-Ratings
-Playlist Additions
-Inbound Links
-Relevance of content
-Flagging/Favorites
-Shares/Embeds
-Onsite Links
-Comments
-Age of VIdeo
-Channel Views
-Subscribers

Video SEO Tools


Video SEO Tolls


Video SEO Tolls
tube toolbox - don’t use tools to cheat!

use technology to work more efﬁciently

YouTube TOS Section 4.G:
"You agree not to use or launch any automated
system, including without limitation, "robots,"
"spiders," or "offline readers," that accesses the
Website in a manner that sends more request
messages to the YouTube™ servers in a given
period of time than a human can reasonably
produce in the same period by using a
conventional on-line web browser."


TOP TIPS

NOW BREAK
THE RULES


AFTER


AFTER
Review.

Crop.

Color correction (you shot RAW, right?).

Filters.


Using Filters


AFTER

META Data - Optimization.


Photos on Google+


Photos on Facebook


iPhoto Metadata


Aperture
Metadata


Google+ Pictures


Facebook Pictures


Great. Prove it.

This is where I put my $$
where my mouth is...


Great. Prove it.

What do the results
look like?


What do the results
look like?


Section 5

Audience Development

Lemons Into Lemon-aide
Identify The Threat


Awareness


Resolve The Issue In Public


Reap The Rewards In Public


Create A Landing Tab
Take Fans Where They Need To Go


Offers, discounts, deals


Bring Value


Contests/Sweepstakes
Tie In Partners


What do the results
look like?

Fan Engagement

Section 6

Bringing It All Together

Monitoring Twitter


Facebook Insight
Audience Analytics


External Analytics
Audience Analytics


What Kind Of Campaigns
Are Out There?

What are you in the mood for?

Small Business Example

Keyword Research
Website Optimized (10 Pages)
Facebook (5 posts/week)
Twitter (10 Tweets/week)


Medium Business Example

Small Biz Package+
15 More Pages Optimized
YouTube
Flickr
Set Up Google Analytics


Large Business Example

Medium Biz Package+
25 More Pages Optimized
Blogging/Commenting
Bookmarking
Training


White Label

What are you in the mood for?

http://leveltendesign.com


Thank You
tom mccracken
tom@getlevelten.com
469.362.4613 x306
http://leveltendesign.com
http://facebook.com/levelten
http://twitter.com/levelten


Social Media Boot Camp for Business at LevelTen Interactive

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