This document discusses social media optimization strategies for LinkedIn, Twitter, Google+, and Facebook. It provides tips for using each platform to engage users, drive traffic, and measure engagement. Key recommendations include connecting profiles and pages across networks, creating high-quality content, using hashtags and groups for discovery, and personalizing the social experience for users. The overall message is that social media is most effective when all channels are well-integrated and content is optimized for each network.

1. Op-tuh-muh-zey-shuhn
Talking social for business & personal brands
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2. Topics of Note
• LinkedIN
• Twitter
• Google
• Facebook
• Connecting the Dots
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3. LinkedIN
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4. Topics of Note
• Thought Leadership
• Insights
• Specialization
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5. “The Networking that matters is helping
people achieve their goals, so that over
time, they’ll do the same for you
- Seth Godin
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6. Continued Growth & Expansion
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7. Thought Leadership
• Importance of Groups
– Creating & Participating
– Research & Learning
• Events
– Participating
– Promoting
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8. Thought Leadership
• Company status updates
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9. Answers
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10. Group Insights
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11. Specialization | Veterans
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12. Specialization | Alumni
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13. Specialization | Skills & Expertise
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14. Twitter
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15. Topics of Note
• Twitter + iOS
• Stories
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16. iOS
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17. Stories
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18. Google
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19. Topics of Note
• Changing Face of Search
• Google+ for Business
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20. Panda 2.X Insights
• Creating valuable content
• Consolidating approximate duplication
• Getting rid of exact duplication
• Improving usability
– Ensuring valuable & engaging UX
– Providing easy and useful navigation
– Not obscuring content with an vast amount of ads
• Working on engagement
– Building a site that people want to stay on, link to, return
to, share, and otherwise show happiness towards
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21. Social + Search
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22. Social + Search
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23. Google+ for Business
• Creating, Sharing
– Pages, Hangouts, Circles
• Promote
– The +1 Button, G+ Icon, Social Plug-ins, Direct Connect
• Measurement
– Search, Analytics, Ripples
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24. The +1 Button
• G+ Business Page is your “home” for all +1’s
• Connect with your consumers
• Connect across Google Touchpoints
– Search
– Display Ads
– Video
– Mobile
– G+ Pages & Sites
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25. Wild Wild West is Open
• Step 1. Reserve your brand page url
• Verification issues from jumpstreet
– Snippet of code: “Verified Name”
– Brand-jacking has occurred
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26. Features
• Circles provide the ability to segment users
• Remove unwanted tabs
– No videos? OK, remove the tab
• Lock posts
• Hide follower counts
– Helpful as your building a fan base
• Add links to About page
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27. Adwords Social Extension
• Connect the Google+ Business Page to Adwords Ads
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28. Direct Connect
• Connecting Google+ Pages to Google Search
– Dedicated result vs. the index
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29. Direct Connect
A page’s eligibility for Google+ Direct Connect is
determined algorithmically, based on certain signals we
use to help understand your page’s relevancy and
popularity. In addition to this analysis, we look for a link
between your Google+ page and your website.
To help Google associate this content, be sure to connect
your Google+ page and your website using the Google+
badge, or by adding a snippet of code to your site, in
addition to adding your website link to your page.
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30. Direct Connect
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31. The Design of Google+
• Gmail is live
• Expanding to YouTube
– Eventually
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32. Facebook
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33. Topics of Note
• New Advertising Opportunities
• Expansion of Open Graph
• New Metrics
• New User Features
• EdgeRank
• Mobile
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34. The Social Platform
• Still big, orca big
– Global: 800+ million users,
– US: 150+ million users, 15% growth over last 12 mos.
– The 50% Factor
• fCommerce strategies continue to emerge
• Continue to work with security & privacy
– Consumer trust remains an issue
– FBML Apps will stop working on 1/1/2012
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35. Advertising
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36. Expanded Premium Ads
• Turning post activity into interactive ads
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37. EdgeRank
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38. Social Optimization
• EdgeRank is the algorithm powering what displays in
your newsfeed, think search optimization
• Logic is based on objects and edges
– Object = Post itself, e.g. text, links, photos
– Edge = Action taken on an object, e.g. like, comment, share
• Edge score is determined by multiple factors
– Affinity between Edge creator and owner of Newsfeed
– Weight for Edge type, e.g. links/photos higher than text
– Time is the decay factor for how long ago Edge was created
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39. GraphRank
• GraphRank is designed to help users find apps that
have been successful with their friends
– The more their friends value an app, the more prominently
that app will display in their News Feed
• Subset of EdgeRank applied to Apps Only
– EdgeRank is for Fan Page Owners
– Graphrank is for App Developers
• Similar calculation to EdgeRank
– Affinity, Weight, Time
– Interactions which are similar to Edges
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40. So What?
• If you create an App or Brand Page and nobody
interacts with it, was it ever created?
– EdgeRank and GraphRank are the PageRank of social
• Consider all the objects when it comes to activity
– Don’t post one photo, post three
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41. Social Graph
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42. Deeper Social Integration
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43. Personalizing Social Interaction
• Verbs, Verbs + Nouns
– Watching, Reading, Listening,
Trying On, Flying, Cooking
• Branded applications
personalizing social actions
– Jason ran
– Jason ran 3 miles with Nike+
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44. Metrics
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45. Friend Activity w/Brands
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46. People Talking About This
• User-initiated activity related
to a Page
– Wall
posts, “Liking”, Commenting, S
haring a Post, Answering a
Question, Mentioning a
Page, Check-ins
• Importance of “comment-
worthy” content
• Activity only, not sentiment
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47. User Features
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48. User Features | Newsfeed + Ticker
Ticker
Newsfeed
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49. Timeline
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50. Timeline
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51. Subscribe
• Creating the ability to have public Facebook
Posts, separate from private conversations
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52. Mobile
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53. Mobile
• Native Apps
– iOS, Android
• Mobile Web-Based Apps
– HTML 5
• Use of Facebook credits in Mobile
– In-App, In-Game purchases
• Locations Tab
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54. </Firehose>
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55. Inventory & Approach
Title
Description
Links
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56. Aggregators
• Option to get info out to all outlets
– http://manageflitter.com/plus
– +Rob McGee
• Consider brand voice/tone matching outlet
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57. Bringing it all Together
1. Your website has never been more important
– Let social enhance the experience
2. Ensure all dots are connected…
– “Not which outlets we use… How well we use them all”
– Establish the ecosystem, be proactive in the approach to
each channel and how it relates to others (lead vs. support)
3. Continue to test
– How YOUR users are engaging with you vs. trends
– FB Tabs vs. Landing Pages, Ad formats, creative
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58. Bringing it all Together
4. Content is still king
– Shift from Impressions/Reach to Action/Engagement
– People rarely revisit fan pages on FB
5. Clearly defined Calls-to-Action
6. Value is critical
– Especially before you get to value-add
7. Remember your social fundamentals
– Be genuine, Be remarkable, Be yourself…
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59. Be Social
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60. Branding Forward Project
www.BrandingForwardProject.com
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61. Jason Loehr
SVP, Strategy & Development
jloehr@madpow.net
(502) 509-4653
@jloehr
http://bit.ly/ldasocialoptimiz
ation
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