advanced social media marketing tactics & strategies

Social Media (advanced) – Part 2 Presenter: Date: Location:

Alex Peerenboom & Jason Donaldson March 14th, 2012 Formic Media

Social Media Advanced – Part 2

• Launched in 2008 to service small business & partners

• Specializes in search, social and website development

• 100% of Account Team Google AdWords, Microsoft adCenter & Google Analytics Certified

• 7 employees & 45+ clients • Strategic partnerships (SEMA, AlphaGraphics, etc.) • Focus on education via monthly Seminar Series

March 14th, 2012 Formic Media Seminars: Social Media

• Intro to Social • Facebook • YouTube • Twitter • Google+ • LinkedIn • Smaller Players

Social Media Advanced – Part 2

Agenda:

Formic Media Seminars: Social Media March 14th, 2012

• Build a brand community (optimize for visibility)

• Online Reputation Management (ORM) • Gain industry and constituent insights

• Engage with your community • Build community & thought leadership

• Brand advocates • Provide affordable customer service

Social Media Advanced – Part 2

Benefits of Social Media:

Formic Media Seminars: Social Media March 14th, 2012

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Growth of Social Media:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Growth of Social Media:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Growth of Social Media:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Growth of Social Media:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Social Media Trends:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Social Media Trends:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

• Brand awareness/SEO • Monitor what people are saying about your

brand online • Proactively prevent customer issues • Provide an outlet for customers to reach you

• Own up to your mistakes (if any)

Facebook:

• Timely news updates • Deals & Coupons • Special contests & promotions • Testimonials & case studies • Expert content

Social Media Advanced – Part 2

Facebook:

Formic Media Seminars: Social Media March 14th, 2012

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Best Practices:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Best Practices:

• Sign-up for a ‘Fan’ Page • Fill out business ‘Information’ tab • Add other social media profiles • Use keywords

• Include products, services, etc. • Find & claim ‘Place’ Page

• Once claimed, business owner can merge pages

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Advanced Facebook Information and Tactics:

• Latest Updates • Facebook Algorithms • Facebook Advertising

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook – Latest Updates: • Timeline now rolling out to all Pages

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook – Latest Updates: • Timeline now rolling out to all Pages

• The ideal cover image size is 851 x 315 pixels • Cover Photos cannot include:

• Price or purchase information, such as discounts and download offers

• Contact information such as a website address, email, mailing address, or information that should go in your Pages “about” section

• References to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features

• Calls to action, such as “Get it now” or “Tell your friends”

• The space is not meant for promotions, coupons, or advertisements

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook – Latest Updates: • Timeline now rolling out to all Pages

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook – Latest Updates:

• You can no longer direct users to custom landing pages.

• All clicks to the Page, be it new users, fans, or ad traffic will land on the timeline page.

• The only flexible option is to have a default post on your timeline appear with ad clicks.

• Real-time insights (analytics) coming to pages soon.

• See how your posts perform right now!

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Algorithms:

• EdgeRank • EdgeRank is the algorithm that determines

which items populate your news feed. • With the massive amount of data that could

populate your news feed, Facebook wants to provide what it thinks you’re most likely to want to see.

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Algorithms:

• EdgeRank Components • Affinity:

The relationship between the user and the page or friend that created an item.

• Weight: Affected by the type of story, for instance, whether it is a photo upload or a comment on another person’s status. Facebook tends to value rich media content and often when it introduces something new like Questions, it temporarily weights activity from that feature higher.

• Time: How recent was latest interaction.

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Algorithms:

• Graph Rank • A new algorithm Facebook is using to

determine how Open Graph application activity will be distributed through News Feed, Ticker and Timeline.

• Seeks to show users highly relevant application stories based on the other connections they’ve made on Facebook.

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

• Inexpensive way to build fan base • Create highly targeted campaigns

• Reach your EXACT target audience where they already are

• Don’t need additional web presence • Users can be directed to Fan Page

(recommended) or your webpage • The Snowball Effect that isn’t present with

traditional digital advertising

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/advertising/

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Step One: Design Your Ad

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Destination • Pages • Applications • Events • Places

Step One: Design Your Ad

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Ad Types • Sponsored Stories

“Get more distribution for the News Feed stories published about your Page, Place or App. Always includes either a story about the viewer's friends or a story about your Facebook Page posts.”

• Facebook Ads “Promote a Facebook Page, Event, App, other destination on Facebook, or your own website. You can specify a custom message and call-to-action. Relevant actions from the viewer's friends will automatically be shown to build word-of-mouth awareness.”

Step One: Design Your Ad

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

URL • Destination URL

“Specify the web page that users should be sent to when they click on your Facebook ad. Make sure your ad and the target page are related. Ideally, the Destination URL should allow users to take action on what caught their interest in your ad.”

Step One: Design Your Ad

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Ad Creative • Title

• If advertising a Page the ad title will always be the name of that page

• Body • 135 characters maximum (currently reducing this to

90 characters) • Include a call to action

• Image • 110 pixels wide x 80 pixels tall • Should have an aspect ratio of 4:3 or 16:9 • Uploads must be less than 5 kilobytes

Step One: Design Your Ad

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Step Two: Targeting

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Step Two: Targeting

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Step Two: Targeting

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Step Two: Targeting

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Step Three: Campaigns, Pricing and Scheduling

Budget Options: • Per day bidding or lifetime limits

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Facebook Advertising:

http://www.facebook.com/ads/create/

Step Three: Campaigns, Pricing and Scheduling

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

• One of the best social media sites to build your brand.

• Video Blogs • Tutorials

• If you’re actively making videos monetization is an easy way to make some extra cash.

• Often difficult to generate traffic to your website from your videos or YouTube Channel.

YouTube:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

Keep it concise • 2 minute maximum (for most content – less

if at all possible) • Increase production value

• Adding small things like title screens give the videos a more polished look

• Optimize as you would any other online content • Titles • Descriptions • Tags

YouTube Video Best Practices:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Main Navigation • Earnings

• Automatically linked with AdSense once monetization is set up

• Views Reports • Most valuable data located here

• Engagement Reports • Show how individuals are interacting with the

Channel and videos

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Views Reports • Views Section

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Views Reports • Demographics Section

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Views Reports • Playback

Locations

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Views Reports • Traffic Sources

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Views Reports • Audience Retention

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Individual Videos • Same overview analytics on a micro level for

each video. • Access to audience retention metrics.

Social Media Advanced – Part 2

March 14th, 2012 Formic Media Seminars: Social Media

YouTube Analytics:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Brand awareness • Monitor what people are saying about your

brand online • Listen to your market • Another outlet for customers to reach you

• Bring customer issues from public to private

Twitter:

• Timely news updates • Expert content • Promoting followers and their content (RTs) • Engage entire communities • Customer service

Social Media The Basics – Part 1

Twitter:

Formic Media Seminars: Social Media March 14th, 2012

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Twitter Best Practices:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Twitter Chats:

#SeoChat

#JournChat

#CareerChat

#BlogChat

#BrandChat

#SmallBizChat

#InnoChat

#B2BChat

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Twitter Chats:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Search Plus Your World (SEO) • Stay ahead of competitors • Ability to segment customers

Google+:

• Timely news updates • Expert content • Video engagement • Provide tailored content to Circles

Social Media The Basics – Part 1

Google+:

Formic Media Seminars: Social Media March 14th, 2012

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Google+ Best Practices:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Google+ & Rel=Author Tag

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Google+ & Rel=Author Tag

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Google+ & Rel=Publisher Tag

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• B2B Connections • Employees and companies • More than 2 million companies have pages

LinkedIn:

• Company updates • Expert content • Events • Questions and answers

Social Media The Basics – Part 1

LinkedIn:

Formic Media Seminars: Social Media March 14th, 2012

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn Advertising

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn Advertising

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn Advertising

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

LinkedIn Advertising

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Images • Local • Q & A • Custom

Other Players

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Fastest Growing Site Ever • 97% of Users are Female • Delivers more referral traffic than Twitter and

Google+ • Most popular categories include fashion, food,

and home design • Great for images and video

Images – Pinterest:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Promote values & lifestyle, not just products • Include prices • Use hashtags • Connect with Twitter for businesses • Run contests • Promote your site with Pin It button

Pinterest:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Pinterest:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Pinterest:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Pinterest:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Not Just Local Directory • Very Engaged Users – Yelp Elite

Local – Yelp:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Yelp:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Yelp:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Users “check-in” to local business and events • Earn badges for more check-ins • Discover new places around them • Find and use deals

Local – Foursquare:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Foursquare:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Find information by asking questions • Demonstrate expertise by answering questions • Share information with topic boards

Q & A – Quora:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Quora:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Quora:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

• Your own look and feel • Engage with your community uniquely • Social integration • Generate revenue • SEO friendly with analytics • Mobile friendly

Custom – Ning:

Social Media The Basics – Part 1

March 14th, 2012 Formic Media Seminars: Social Media

Ning:

Thank you!

March 14th, 2012 Formic Media Seminars: Social Media

Contact John McPhee for more information johnm@formicmedia.com

503.517.9059 x122

Social Media The Basics – Part 1