Social Media: New, Fresh Out-of-the-Box Ideas
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Transcript of Social Media: New, Fresh Out-of-the-Box Ideas
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Who we are – Collin Condray 17 years experience in
web development
Retail data analysis for multi-billion dollar companies (3M and Tyson)
Social media marketing
Agency experience with Collective Bias and Saatchi X
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Who we are – Eric Huber 25 years as a graphic
designer for both small businesses and Fortune 500 companies
Marketing, advertising, and graphic design for small businesses
Award winning designer
Instructor for the New Design School
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Our Team
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Please Ask Questions!
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This presentation might
already be obsolete!
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Social Media Strategy Steps 1. Listen-What are your
goals?
2. People-What are your customers ready for?
3. Objectives-What are your goals?
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Social Media Strategy Steps 4. Strategy-What change do
you want your customers to make?
5. Technology- What social media tools should you use?
6. Measure-More than just the number of new followers
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Organizing for Social Media Home Base –central place
you want to interact with people.
Outposts –where you have a presence and participate and promote yourself.
Passports – where you have profile and are listening but direct people to your Outposts and Home Base
10 Source: http://www.chrisbrogan.com/a-simple-presence-framework/
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Pick Your Home Base
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Ideally Use Self Hosted Website Full control over look and
interaction
Select a content management system (CMS) that includes a blog
Major social network could also be a candidate depending on your audience
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Outposts Guide to Home Base LinkedIn is the office
Facebook is the home
Twitter is Happy Hour
Google+ Is….?
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Passports for Listening and Participation
WordPress.com
Tumblr
Yahoo
StumbleUpon
Google/Alerts/YouTube
Yelp
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Complete Profiles Fully Make sure your target
keywords are in your profile
Link back to one place, your “home base” that has all the detail about you
Be real Use a picture
Talk about your personal life…a little
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Make It Easy To Share Include a Facebook Connect
link, Call-to-Action buttons, Share Functions, or a button that invites people to do business with you in a prominent place on your blog.
Certain plugins can create all of these in one place.
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Post Consistently Post at least weekly, daily is
preferred.
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Don’t Over Post The more posts per day,
the less engagement – when a brand posts twice a day, those posts only receive 57% of the likes and 78% of the comments per post.
18 Source: http://tracksocial.com/blog/2012/06/optimizing-facebook-engagement-part-2-how-frequently-to-post/
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Don’t Know What To Say? Find something
interesting, link to it on your site and comment on it. It could be as simple as adding “This is a great article because ____.”
Ask people in the industry what they’d like to know and create content around that.
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Weapons of Choice – Text and Photos
Easiest to do
Search engines like text.
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Weapons of Choice - Video The technology is in in your
hands: many cell phones do HD level video that looks good on YouTube
Imperfections makes it real as well
Lots of video services but start with YouTube
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Weapons of Choice - Audio Twit.tv
Founded by Leo Laporte, radio/TV host.
Started off with one show, grew to many.
Various ways to have remote participants.
Video added later.
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Make Connections Exploit Strength of Weak
Ties
Tell everyone what you’re building
Don’t be afraid to introduce yourself to strangers
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---- Strong Ties
---- Weak Ties
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Facebook Page - Images New Images
Sizes
Cover Photos (815x315)
Show off your brand here
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Facebook Page - Images Profile Image (180x180)
Use the same image across social media networks to ensure brand identity
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Facebook Pages Pinned Posts
Stays at the top for a week
Rotate this often
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Facebook Pages Highlighted Posts
Expands post across both columns
Draws extra attention to a single post
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Facebook-EdgeRank EdgeRank determines where
your posts show up in the Facebook News Feed
Listed under Top Stories option
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Facebook-EdgeRank Affinity – relationship with
object (is this person a friend or did they just Like something)
Weight-type of post (images have the highest weight)
Time Decay-decreases as content ages
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∑ Affinity X
Weight X
Time Decay
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Twitter New Twitter profiles
Header photos similar to Facebook profile
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Twitter API change
More restrictive to non-Twitter developers
Move more interaction to their site or to their applications like TweetDeck
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Twitter Promoted Accounts
Build followers
Look for people with similar interests and recommends you in the “Who to Follow” section
As little as $0.30 per follower
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Twitter Promoted Tweets
Like more traditional online ads
Generated from your existing Tweets
Pay Per Click model
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LinkedIn Company Pages Large image at the top of
the corporate LinkedIn page
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LinkedIn Company Pages Share status updates and job
opportunities
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LinkedIn Targeted Updates Send to specific segments
based on:
Company Size
Industry
Function
Seniority
Geography
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Google+ Pages
Feeds into Search, Maps, and all other Google properties
Link with your Home Base
Use circles to segment messages
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Google+ +1 Google’s version of a
Facebook Like
Websites using Google’s +1 button get 3.5X the Google+ visits.
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Google+ Internal Tools Private Sharing-limited to
those in your organization
Google Hangout now with Google Docs
Share only to those circles that you want
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YouTube Go short or go long
Lots of options for uploading
Doesn’t necessarily have to be of the top quality
Take advantage of the size of the community there
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YouTube Examples
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Pinterest has grown quickly
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High Percentage of Women on Pinterest
104%
-24%
Women
Men
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High Percentage of Women on Pinterest
80%
20%
Women
Men
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How It Works Pin in the unit
Organized by Pinboards
Websites can get in on the act using a Pin button
Members can repin other members’ content
User vs. pinboard followers
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Why It’s Important Driving traffic
Especially to visual products
Social sharing
Can post to Facebook and Twitter when pinning an item
Best for visual subjects such as physical products
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Pinboards for Non-Visual Subjects Your culture
Featured photos from blog articles
Infographics and data
Book and eBook covers
Happy customers or the effects of your work
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Mobile Social Media The Facts
Half of cellphones are smart phones
91% of mobile internet access is for social activities, versus just 79% on desktops
Over 1/3 of Facebook's users access Facebook Mobile; 50% of Twitter's users use Twitter Mobile.
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Social Media on Mobile Social, local, and mobile
(“SoLoMo”)
Check in to receive a reward
Social sharing after the check in
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Reasons for Higher Mobile Social Media Engagement
60% of people say their smartphone is always with them
Immediate
Action
Intimate
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Mobile Actions Make sure your home base is
visible on mobile
Encourage sharing
Feed the habit of visiting your properties on mobile
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