New uses for old tools 4 18-13
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Transcript of New uses for old tools 4 18-13
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New Uses forOld Tools
AMA #DigiSigApril 18, 2013
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Social Media Trend #1
2
Engagement may be queen, but content is still king. Nothing boosts search like social content.
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Social Media Trend #2
3
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Social Media Trend #3
4
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Is Twitter old?
- Just celebrated its 7th birthday!- Now has 500 million daily
tweets and 200 million active users
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Unique/unusual/untapped uses
- Hashtag streams on-screen at events- Twitter landing pages/microsites (via Twylah)- . before @ to reach all- Twitter parties- Crowdsourcing
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Using Hashtags
- Useful in organizing and trending- Use Hashtag.org to find and track relevant tags- To search hashtags, go to your navigation bar and
enter it into the search field. Results will populate below
- Searches can be saved by clicking on the gear- Recommended uses for hashtags:
- Find people/companies with similar interests- Create conversations around a brand or event- Create structured online events (Twitter Chats)- Monitor topics of interest (i.e., eating local,
conferences, etc.)- Discover new sources and information- Quickly assess sentiment
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Using Lists
- What is a Twitter List?- Hand-selected group of Twitter users with a
common interest- Create your own lists or subscribe to lists created
by others- Viewing a list will show you a stream of tweets
from only the users on that list
- Benefits of using Lists:- Easily segment followers
- Industry experts- Media outlets/reporters
- Monitor competitors- Follow or participate in events in real time
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Strategic Following to Grow Followers
- Ways to find new followers:- Find handles via Twitter Search- Use Twitter’s recommendations- See who is following/not following
you- Friendorfollow
- Use Twitter handle directories- Twellow - WeFollow
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Twitter Contests
- Prizes may be offered for tweeting a particular update, for following a particular user or for posting updates with a specific hashtag
- A few rules to live by: - Discourage the creation of multiple accounts- Discourage the same tweet repeatedly- Ask users to include an @reply to you in their update so you can
see all the entries- Encourage the use of topics relevant to the contest- Full Twitter rules:
https://support.twitter.com/articles/68877-guidelines-for-contests-on-twitter
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Is Facebook old?
• Facebook will be 10 in February 2014
• Facebook stays “young” by always changing!- Timeline: March 2012- New user timeline: now- Graph search: soon- Rolling newsfeed: now
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Unique/unusual/untapped uses
- Interest Lists- Cover image + profile pic integration- Graph search- Schedule/target posts- Highlight/pin posts- Replace website- Blog (via Notes)
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Do More with Timeline
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Graph search
New “smart” search delivers results based on Likes, connections, etc.
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Remember Mobile Users
Apps you create do not show up on mobile – must send users to a unique URL
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Schedule/Target Posts
- Status updates can be preloaded, targeted
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Content, Content, Content
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Make Posts Stand Out
- Highlighted posts (Starred): Becomes widescreen horizontal photos work best
- Pinned posts (Ribbon): displayed at top of page for 7 days
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Maximize Milestones
Milestones take up more real estate on page, typically a significant event in your company/organization’s history, opportunity to tell your back story
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Facebook Advertising
You can promote: Page, App, Event, External Website- Can target ad audience based on demographics, friends, interests, moreTypes of advertising:- Facebook Ads: appear on right side of your screen - Sponsored Stories: appear in news feed as messages from your friends
about them engaging with Pages, apps or events- Promoted Posts: appear high up in news feed, labeled “Sponsored”
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Photos, Photos, Photos!
- Photos and video are the lifeblood of Facebook
- As Guy Kawasaki says, “Facebook is a pictures economy”
- “Often I just put a picture of our sunset or property, and it gets me a few hundred Likes and 30-50 comments. A few times I’ve spent hours creating a huge post, and it doesn’t get nearly the same levels of feedback as that beach picture gets. Sometimes the easy route gets the best results.”
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Photo Sizing Cheat Sheet
Image Size
Cover Photo 851x351 px
Profile Image 160x160 px ( but must upload 180x180)
Apps 111x74 px
Featured Post/Milestone 843x403 px
Uploaded Photos 2048x2048 px
Uploaded Timeline Photo Thumbnail 403x403 px
Video Preview Thumbnail 403x226 px
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Learn From Facebook Insights
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Is Pinterest old?
- Already 3 years old- Almost 50 million users (some of
them rabid!)- A top 30 site in the US
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Unique/unusual/untapped uses
- Secret/private boards- Showcase campaign results- Use instead of website- Use for recruiting- Tell a story
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Google+
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Is Google+ old?
• Google+ is the baby here – will be 2 in June 2013
• 343 million users (27% considered active)
• 2nd largest social platform behind Facebook
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Unique/unusual/untapped uses
- Blogging platform- Live online events via Google+ Hangouts (even monetized, a la Glamour)- Find Hangouts to join or watch (Gphangouts.com)- Use hashtag streams for thought leadership- Bookmarking (simply create a Circle, don’t invite anyone and save links
there)
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Virtual Photo Walks
http://www.virtualphotowalks.org/
http://www.virtualphotowalks.org
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YouTube
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Is YouTube old?
• YouTube is 8 years old• 800 million+ monthly unique
visitors• 2nd largest search engine in
the world• 4 billion hours of video
viewed each month
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Unique/unusual/untapped uses
- SEO your videos (text and onscreen)- Create playlists- Interact with others’ content if you don’t have new videos- Research video trends going back to 2008 via Google Trends
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Is Instagram old?
• Instagram will be 3 in October 2013
• 100 million monthly active users
• 40 million photos per day• 8,500 likes per second• 1,000 comments per second
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Unique/unusual/untapped uses
- Influencer outreach- Include some photos with calls to action (drive to website)- Show behind the scenes action (events, manufacturing, etc)- Use followers/customers as models- Print Instagram photos via Snapstagram
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Parting thoughts
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When to Post- There is no perfect time to post- Test different times of day, night and
weekend- Consider your audience- Jan. 2013 article analyzed interaction by
industry: http://www.entrepreneur.com/blog/225419#
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Facebook: Schedule updates via Facebook- 1 to 4 p.m. result in the highest average click
throughs- Peak time of the week: Wednesday at 3 p.m.- Less clicks on the weekends- Traffic peaks mid-week, 1 to 3 p.m.;
fades after 7 p.m.
Twitter:Schedule tweets via Hootsuite- Tweets posted early in the week in the
afternoon have highest click throughs (1-3 p.m. Monday through Thursday)
- Less clicks at night and weekends- Peak traffic times are 9 a.m. through 3
p.m., Monday through Thursday
When to Post Guide from Bit.ly
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Create a Content Calendar
- Can include Facebook, Twitter, LinkedIn, Google+, blog, etc.- Looks different based on client (Excel, Word)- Use as a guide; be able to adapt accordingly – may not want to pre-load
- Use Facebook insights and URL shortener analytics to determine which type of content is most appealing
- Think beyond text to killer visuals- Keep character count in mind – less can be more!- Leverage other communication properties – align messaging and themes
with advertising, digital, and so on
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Questions?
Let’s connect!@LaraK @FahlgrenMortine