Part 3 - Social Media Strategies 201 at Seattle's School of Visual Concepts
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Transcript of Part 3 - Social Media Strategies 201 at Seattle's School of Visual Concepts
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www.social3i.com || Seattle Washington
School of Visual ConceptsSocial Media Strategies and Programs for Marketers - 201 Level
Section 3May 18, 2011Andy Boyer & the Social3i Team
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Agenda
9:15 Section 1: Social Media 201 Overview• Going past Facebook Walls, Twitter and YouTube• Questions we get asked a lot
10:15 Break10:30 Case Study: RealNetworks - Reality TV, Streaming Video and the Real-Time Web
• What RealNetworks is doing in the hot online video space right now• How RealNetworks has embraced social media as a means to connect
with a highly engaged audience.• RealityNation.com• Overview of the Challenges and Opportunities RealNetworks is finding
while working with Social Media 11:15 Section 2: How to Use Social Media Analytics and Measurement Tools - Xavier Jimenez 12:15 Lunch12:45 Section 3: Advanced Channel Tactics and Execution
• Advanced Wordpress setup• Facebook iFrames, • Contests • Facebook/LinkedIn Advertising
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Why Blog?
Benefits
Best Practices
Themes
Plugins
WordPress
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WordPress Benefits
- Content Management System (Blog + Website)
- Community Support
- Open Source (Plugins)
- Themes
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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)
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WordPress Themes
Automatic (Company that owns WordPress)
ThemeForest.net (Catalog of Themes)
WooThemes (Quality Developer)
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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)
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Best Practices
Posting Strategies
EdgeRank
Contests & Promotions
Tabs (iFrames)
Applications
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Posts 80 Characters or less in length have 27% Higher engagement rates.
Short and Sweet
Engagement Rates are 3X Higher for Brands that used a full URL
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Brands that post outside of business hours have 20% Higher engagement rates.
Post Timing
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The most effective engagement rates for days of the week varies highly on vertical and industry. TEST… TEST… TEST
Day of Week Posting
Takeaway - People are on Facebook when they are not working, or don’t want to be working.
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Keep It Simple. Fans Follow instructions well.
Action Keywords
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Softer is Better. Fans Follow instructions well.
Promotional Keywords
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Don’t Ask Why. Ask Where, When, Would and Should.
Interrogative Keywords
Posts that end with a question have a 15% higher engagement rate.?
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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.
Facebook EdgeRank
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Contests & Promotions
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Contests & Promotions
Sweepstakes
Coupons
User Generated Contests (Crowdsourcing)
Product Giveaways
Trivia & Quizzes
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Contests & Promotions
Prizes
• Keep the Prize tied to the Contest
• Keep it Interesting & Worth their Time
• Multiple Winners
Viral Myth
• Status Updates & Interaction Needed
• Offline Marketing Integration
• Facebook Ads. #1 source. Sent to Contest Page
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Contests & Promotions
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Contests & Promotions
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Contests & Promotions
Hosted Contests (Dream Wedding – User Generated)
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Contests & Promotions
Donations or Payments with Status (Awareness)
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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.
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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”
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Social Commerce
Social Advertising – LinkedIn
Target by Geography, Company, Job Title, Groups, Gender, Age and more.
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B2B vs. B2C Usage
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Building Ads – Image Optimization Tips
1) Fill Space (Horizontal 110 x 80)
2) Faces (Up-close of faces do well if relevant)
3) Relevancy
4) Branding (Add branding to image, free)
5) Clarity
6) Zoom / Scale
7) Transparent or White Background
8) Contrast with FB Colors (Stand Out)
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Building Ads – Title & Copy Optimization Tips
1) Try One Line
2) Ask Questions & Elicit Reactions (Humor)
3) Short can be better
4) Clear with Offering & Why they should care
5) Reason to Click (Coupons, Offers, Giveaways)
- #1 People Become Fans is Access to Promotions
6) Personalization in Ad Copy (Geo, Likes & Interests)
7) Tell them to “like” your brand
8) Call to Action
9) Sound like a Human not a Large Corporation
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A / B Testing
• Define Measurement & Goals (Clicks, Fans, Signup,
Sales)
• Choose a Control (Starting Ad)
• Create Test Ads. Change 1 variable (image, headline, etc)
• Test Targeting Features
• Statistical Significance (100+ clicks vs. 3)
• Run Simultaneously
• Don’t Assume FB suggested bid is correct
• Cost of Ads (Time of Year, Targeting Depth, etc)
• Optimize & Repeat!
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Social Commerce
Facebook Credits
“Facebook supports real-world transactions connecting well over 500 million users to the consumption of pretty much anything.”
“Facebook credits currently cost $5.00 for 50 credits, and so forth, and can now even be purchased at 7-Eleven, over 20,000 CoinStar machines, Wal-Mart, Best Buy, to name a few.”
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-Up to 25% of a shopper’s online time is spent on Facebook
-28% of all purchasing in last 6 months influenced by Social Media
- The Value of Facebook Fans:- 41% more likely to recommend a brand- 28% more likely to continue using them- Worth on average $136.38 in yearly sales- Spends $71.84 more per year than non Facebook Fans- Nearly 40% of users Fan a brand on Facebook for deals, AND THEN- They are 60% more likely to recommend the brand to friends
Social Commerce
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http://developers.facebook.com/docs/plugins/
Facebook Plugins for your web site
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Facebook Plugins for your web site
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iFrames & Applications
Facebook.com/Developers
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iFrames & Applications
Facebook.com/Developers
• Your Design - Own Stylesheets
• Dynamic Programming Languages (PHP, Database Pulls, etc)
• Analytics - Google Analytics, Website Optimizer
• Conversions - Testing, Tracking, Optimizing
• eCommerce, Products, Contests - Purchase directly within iFrames
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iFrames & Applications
Example [Simple] Uses
Newsletters / Email Capture
Lead Generation Forms
Product Pages
Landing & Conversion Pages
Contests, Sweepstakes
Walled Applications
Media Creatives
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Thank You
Social Commerce Sources: Social Media Today, Wildfire Interactive, Mashable, Ecwid, Forbes, Gartner , Strutta.