Part 3 of the workshop on Social Media, delivered by Social3i to the School of Visual Concepts in May 2011. Topics in this section include social advertising, social commerce, contests and promotions.

1. blog www.social3i.com || Seattle Washington School of Visual Concepts Social Media Strategies and Programs for Marketers - 201 Level Section 3 May 18, 2011 Andy Boyer & the Social3i Team

4. How RealNetworks has embraced social media as a means to connect with a highly engaged audience.

5. RealityNation.com

7. Facebook iFrames,

8. Contests

14. WordPress Benefits - Content Management System (Blog + Website)- Community Support- Open Source (Plugins) - Themes

15. Best Practices Choose Wisely. Both Themes and Plugins - Limit Amount of Plugins - Use Reputable Companies / Developers Posting Strategies - Develop Voice or Voices (Multiple Authors) - Consistency with Voice and Timing - Write for the Web (bullets, images, video)

16. WordPress Themes Automatic (Company that owns WordPress) ThemeForest.net(Catalog of Themes)WooThemes(Quality Developer)

17. Useful Plugins Akismet (Spam)All-in-One SEO (Search Engine Optimization)Google XML Sitemaps (SEO)WP Super Cache (Speed)Disqus (Social Commenting)Google Analytics for WordPress (Track Stats on Authors, Categories, Post Types, etc)

18. Facebook Best Practices Posting Strategies EdgeRank Contests & Promotions Tabs (iFrames) Applications

19. Short and Sweet Posts 80 Characters or less in length have 27% Higher engagement rates. Engagement Rates are 3X Higher for Brands that used a full URL

20. Post Timing Brands that post outside of business hours have 20% Higher engagement rates.

21. Day of Week Posting The most effective engagement rates for days of the week varies highly on vertical and industry. TEST… TEST… TEST Takeaway - People are on Facebook when they are not working, or don’t want to be working.

22. Action Keywords Keep It Simple. Fans Follow instructions well.

23. Promotional Keywords Softer is Better. Fans Follow instructions well.

24. Interrogative Keywords Don’t Ask Why. Ask Where, When, Would and Should. ? Posts that end with a question have a 15% higher engagement rate.

25. Facebook EdgeRank Affinity - How often you interact on Facebook with that particular user Time - How old the published post is, and how the time elapsed between interactions Weight - Past interactions on that particular type of content. Each type is weighted differently.

26. Contests & Promotions

27. Contests & Promotions Sweepstakes Coupons User Generated Contests (Crowdsourcing) Product Giveaways Trivia & Quizzes

29. Keep it Interesting & Worth their Time

31. Offline Marketing Integration

33. Contests & Promotions

34. Contests & Promotions Hosted Contests (Dream Wedding – User Generated)

35. Contests & Promotions Donations or Payments with Status (Awareness)

36. Social Advertising – Facebook Choose your audience by location, age and interests. Choose to pay only when people click (CPC) or see your ad (CPM). Connect with more than 500 million potential customers. Promote your Facebook Page or website.

37. Social Advertising – Twitter “Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free. Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”

38. Social Commerce Social Advertising – LinkedIn Target by Geography, Company, Job Title, Groups, Gender, Age and more.

39. B2B vs. B2C Usage

40. Building Ads – Image Optimization Tips Fill Space (Horizontal 110 x 80) Faces (Up-close of faces do well if relevant) Relevancy Branding (Add branding to image, free) Clarity Zoom / Scale Transparent or White Background Contrast with FB Colors (Stand Out)

41. Building Ads – Title & Copy Optimization Tips Try One Line Ask Questions & Elicit Reactions (Humor) Short can be better Clear with Offering & Why they should care Reason to Click (Coupons, Offers, Giveaways) - #1 People Become Fans is Access to Promotions Personalization in Ad Copy (Geo, Likes & Interests) Tell them to “like” your brand Call to Action Sound like a Human not a Large Corporation

43. Choose a Control (Starting Ad)

44. Create Test Ads. Change 1 variable (image, headline, etc)

45. Test Targeting Features

46. Statistical Significance (100+ clicks vs. 3)

47. Run Simultaneously

48. Don’t Assume FB suggested bid is correct

49. Cost of Ads (Time of Year, Targeting Depth, etc)

52. 28% of all purchasing in last 6 months influenced by Social Media

53. The Value of Facebook Fans:

54. 41% more likely to recommend a brand

55. 28% more likely to continue using them

56. Worth on average $136.38 in yearly sales

57. Spends $71.84 more per year than non Facebook Fans

58. Nearly 40% of users Fan a brand on Facebook for deals, AND THEN

60. Facebook Plugins for your web site

61. iFrames & Applications Facebook.com/Developers

63. Dynamic Programming Languages (PHP, Database Pulls, etc)

64. Analytics - Google Analytics, Website Optimizer

65. Conversions - Testing, Tracking, Optimizing

67. Thank You Social Commerce Sources: Social Media Today, Wildfire Interactive, Mashable, Ecwid, Forbes, Gartner , Strutta.