Download - Prsa fairbanks
Social Media Boot Camp
PRSA Alaska Chapter
Fairbanks
Social Media Training
Instructor: Eric Schwartzman
Salt Lake Olympics
Britney Spears
My Background
Star Wars 30th Anniversary
Pussycat Dolls Academy Awards
So6ware as a Service Entrepreneur
Strategic Communica;ons Advisor to the US Military
Eric Schwartzman (front center) leads social media training exercises at US Pacific Command to promote peace, security and stability throughout the Asia Pacific region.
Strategic Communica;ons Advisor to the US Dept of State
With US Ambassador to Italy David H. Thorne at Social Media Week Rome.
Foreign Service InsStute training center outside of Washington, D.C.
Keynote Speaker
Kuala Lumpur 2012 Beverly Hills 2011 New York 2010 Athens 2009 Singapore 2008
Best Selling Author
Social Media Training Clients
references: hMp://ericschwartzman.com/tes;monials
Housekeeping 9
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Social Media Rockstar Contest
• 1st Prize -‐ Most liked Facebook post tagged @Social Media Training
• 2nd Prize – Most liked or commented photo on Facebook post tagged @Eric Schwartzman and @Social Media Training
• 3rd Prize – Most retweeted share tagged @ComplySocially
• Shares must be useful, relevant and authenSc. No pandering.
#SocialMediaTrainingFairbanks @ericschwartzman
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Agenda
• Social Media Strategy Break
• Social Media Monitoring Break
• Search Engine OpSmizaSon Lunch
• Blogs in PracSce • TwiZer
Break
• Facebook • Linkedin
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The Problem
• 85% of consumers expect to be able interact with companies on social networks.
• 79% of companies are either using or planning to use social media.
• But only 12% are doing so effecSvely.
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The Mistake
Likes, Comments and Shares determine rank in the newsfeed
+1s, Comments and Shares determine rank in the newsfeed
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The Rules 15
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The Challenge 16
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The Solu;on 17
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Hard Sells Don’t Work 18
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Sales and Marke;ng Content is Less Desirable
The first step was to add blogs and message boards in the hope that irate customers will talk to the company rather than gripe to the whole Internet. "If we don't do that at Dell.com, it's going to be on CNET or somewhere," Michael Dell says. "I'd rather have that conversaSon in my living room than in somebody else's."
hMp://cnnmon.ie/dell-‐value-‐prop
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Person-‐to-‐Person
Brochures
Paid
Search
Earned
Social Networks
Discoverable through Search
Shareable through Social
The Business Case 20
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The Homeland Embassy Strategy
Homeland
Embassy Embassy
Embassy Embassy
174,124,771
28,103,480
39,523,152
5,000 monthly visitors
169,915,715
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The Method
Links Widgets
Embedded Timeline
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The Integra;on -‐ Homepage 23
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The Integra;on – Bio Page 24
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The Integra;on – Contact Us Page
Google Map
Share BuZons
Facebook Newsfeed
TwiZer Stream
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The Homeland Embassy Strategy
Homeland
Embassy Embassy
Embassy Embassy
174,124,771
28,103,480
39,523,152
5,000 monthly visitors
169,915,715
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The Integra;on
Google Map
Flickr Widget
YouTube Channel
TwiZer Stream
Facebook Like Box
Embassies
Homeland
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Case Study 28
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Conference Call, Product Demo, Customer Service Calls, Sales Calls, Technical InformaSon
MP3 Podcast
Text Transcript Blog Post
PowerPoint SlideShare
Video Webcast & YouTube
Content Marketing Roadmap 29
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OrganizaSonal CommunicaSons
DesSnaSon Website TwiZer YouTube & Flickr
News Media ConsStuents Customer Service
The Process 30
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Step 1 • Audit
Step 2 • OpSmize
Step 3 • ParScipate
Step 4 • Evaluate
The Methodology
Ac;vity Tool
Strategy & Policy
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Op;ons The Op;ons 32
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Step 1 • Audit
Step 2 • OpSmize
Step 3 • ParScipate
Step 4 • Evaluate
Audit Methodology
Ac;vity Tool
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The Problem
“It’s not informa;on overload, it’s filter failure.” @cshirky
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The Solu;on 36
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EXERCISE: Google Related Searches
EXERCISE: Google Trends
Keyword Discovery at www.bing.com/social
Exercise: Launch a Google Reader Account
www.google.com/reader
EXERCISE: Build a Social Media Monitoring Dashboard
• Learn Social Media Monitoring: Subscribing to News and Blogs hZp://news.google.com #SocialMediaTrainingFairbanks
• Learn Social Media Monitoring: Subscribe 2 Online BulleSn Boards & Forums hZp://boardreader.com/ #SocialMediaTrainingFairbanks
• Learn Social Media Monitoring: Subscribe to TwiZer Searches hZp://bit.ly/demo-‐rss-‐1 #SocialMediaTrainingFairbanks
• Learn Social Media Monitoring: Subscribe to Facebook Pages hZp://bit.ly/demo-‐rss-‐2 #SocialMediaTrainingFairbanks
• Learn Social Media Monitoring: Subscribe to YouTube Searches hZp://bit.ly/demo-‐rss-‐3 #SocialMediaTrainingFairbanks
• Learn Social Media Monitoring: Subscribe to Wikipedia arScles hZp://bit.ly/demo-‐rss-‐4 #SocialMediaTrainingFairbanks
Social Media Mapping with www.Diigo.com/tools/toolbar
Private Op;on
Tag or Category
Meta Data
Tagged Hyperlinks
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Step 1 • Audit
Step 2 • OpSmize
Step 3 • ParScipate
Step 4 • Evaluate
The Methodology 44
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SEO 101
+ =
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Just Eat It. Please? 46
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72 Market Street, Venice Beach, CA
CLOSED
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Don’t Get Her Mad
If you make kick ass chili, I’ll eat it.
But I won’t.
No chance!
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Where’s the Recipe? 49
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Let’s Get Serious 50
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Who’s Angus? 51
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This is a Test 52
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Story of Lost Revenue 53
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Raising My Hand, Jumping Up & Down 54
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Forfeited their Archival Value 55
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SEO Won’t Fix Everything 56
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It’s S;ll GoMa Be Interes;ng 57
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Stupido 58
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I Found the Recipe 59
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My Crea;on 60
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My Blog Outranks the LA Times 61
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Can Your Customer Find You? 62
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Basics: Op;miza;on vs. Marke;ng
SEM
SEO
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Basics: This isn’t SEO
Basics: This is SEO
Basics: An;cipa;ng Arrivals
Photo by Juandazeng
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Basics: An;cipa;ng Your Customer’s Arrival 67
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Basics: Secret Formula
Photo By Averain
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Basics: First Rule of SEO
Photo By RDECOM
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Cita;on Indexing 70
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On Page vs. Off Page Op;miza;on
Photo by Runder
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Case Study: On-‐Page Op;miza;on 72
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Case Study: On-‐Page Op;miza;on 73
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Case Study: On-‐Page Op;miza;on 74
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site: hZp://www.opensiteexplorer.org/
Case Study: On-‐Page Op;miza;on 75
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Case Study: On-‐Page Op;miza;on 76
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Case Study: On-‐Page Op;miza;on 77
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The anchor text or link label is the visible, clickable text. Like this hyperlink.
Anchor text is how Google determines relevance.
Poor hyperlink usage:
We have the widest selec;on of baseball gloves. To visit our store, click here.
A beZer way of linking would be:
Baseball Gloves: Widest selec;on online.
On-‐Page Op;miza;on: Anchor Text Links 78
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Basics: Off Page SEO
• Brower Page Titles -‐or-‐ Title Tags
• Meta Page DescripSons -‐or-‐ Meta DescripSons
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Meta: Browser Page Titles & Meta Descrip;ons
HOW TO: Check Title Tags
Browser Page Title
Meta Page DescripSon
Meta Page DescripSon
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HOW TO: Check Title Tags
Specific to General
Specific to General
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HOW TO: Check Title Tags
Unique Br
owser Pag
e Titles
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Meta Data: Title Tags and Descrip;on and SERPs
Titles and Meta Descrip;ons Feed Social Sharing Tools 85
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Adding Meta Data to PDFs 86
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Google.com/Trends
mechanical engineering jobs
industrial engineering jobs
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Google.com/Trends 88
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Keyword Selec;on 89
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Case Study: Press Release SEO 90
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SEOed Press Release 91
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SEOed Press Release 92
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Basics: What Works Best
www.marke;ngsherpa.com
z
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Step 1 • Audit
Step 2 • OpSmize
Step 3 • ParScipate
Step 4 • Evaluate
The Methodology
Ac;vity Tool
Homeland
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ROI of Blogging 96
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Blogs are the Most Valued Digital Channel 97
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Blogging Plaqorms 98
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Hands-‐On Exercises: Blogging in Prac;ce
1. Blogging for Business: How To Blog & Hyperlink Anchor Text: hZp://www.blogger.com #SocialMediaTrainingFairbanks
2. Blogging for Business: How To Blog Photos: hZp://www.flickr.com #SocialMediaTrainingFairbanks
3. Blogging for Business: How To Blog Videos: hZp://www.youtube.com #SocialMediaTrainingFairbanks
4. Blogging for Business: How to Blog a PowerPoint Deck: hZp://www.slideshare.com #SocialMediaTrainingFairbanks
5. Blogging for Business: How to Blog Audio from an iPhone: hZp://www.soundcloud.com #SocialMediaTrainingFairbanks
6. Blogging for Business: Live Stream Video from an iPhone: hZp://www.ustream.tv #SocialMediaTrainingFairbanks
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Step 1 • Audit
Step 2 • OpSmize
Step 3 • ParScipate
Step 4 • Evaluate
The Methodology
Ac;vity Tool
Embassies
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TwiMer Sta;s;cs
Source: Infographic Labs
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Value Proposi;on: Real Time Search
finds what’s already happened
finds what’s happening now
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TwiMer as SOS
TwitPic of Missing Girl
Trending Topic Selected
ReTweet Volume Over Time
Trending Topics Daily
Trending Keywords
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TwiMer as SOS 105
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“ 's smallness allowed more posts to go up more frequently. Likewise, it was faster and easier for people to respond, and thus the conversaSon moved faster and very ooen went further on TwiZer than it did on standard blogs,"
TwiMer Turns Customer Service into PR
Excerpted from TwiZerville by Shel Israel
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Anatomy of TwiMer
Number of unused
characters
The Tweets of everyone I’m following
Tweet Field
Anatomy of a Tweet
Shortened URL
@men;ons -‐or-‐
@replies
Retweets
Indicates a Retweet
@men;ons or @replies
@men;ons include my TwiMer ID in the body of the tweet
PPR retweeted a tweet I sent on May 2
Hashtag as Engagement Proposal
Anatomy of TwiMer: Direct Messages or DMs Where I find my DMs
Private conversa;on between me and Steve
To minimize spam, I can only DM someone following
me
Anatomy of TwiMer: Direct Messages or DMs Where I find my DMs
Private conversa;on from Peeps I’m following
Private DM
Anatomy of TwiMer: Favorites
Tweets I’ve Favorited
Where my Favorites are
HOW TO: Favorite a Tweet
Click Here
Anatomy of TwiMer: Followers and Following
Click Here To See Who Someone is Following
Click Here To See Who’s Following You
Click Here for More Features
@replies DM Lists
Block Report
#Discovery Click Here
#SocialMediaTrainingFairbanks @ericschwartzman
Brand vs. Personal Accounts
Conversa;ons are Owned
Team Tweeters
News Stands Alone
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Personal vs. Professional Tweets 119
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TwiMer for Business: Hands-‐On Exercises
• TwiZer for Business: Search Tweets by Zip Code hZps://twiZer.com/search #SocialMediaTrainingFairbanks
• TwiZer for Business: Master the TwiZer Mobile App hZps://twiZer.com/download #SocialMediaTrainingFairbanks
• TwiZer for Business: Install a Tweet BuZon on Your Blog hZps://twiZer.com/about/resources/buZons #SocialMediaTrainingFairbanks
• TwiZer for Business: Install a Follow BuZon on Your Blog hZps://twiZer.com/about/resources/buZons #SocialMediaTrainingFairbanks
• TwiZer for Business: Install a Faves Widget on Your Blog hZps://twiZer.com/seqngs/widgets #SocialMediaTrainingFairbanks
Hands-‐On: Hootsuite Demo 121
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Influence Metrics: www.klout.com/ericschwartzman 122
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Facebook’s Growth 124
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Facebook: Marke;ng Goals for Organiza;ons
Source: Facebook PresentaSon “Working Together to Build Social News”
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Facebook Marke;ng Op;ons for Organiza;ons
Facebook Page for Organiza;ons
Facebook Edgerank
Facebook Pages
Facebook Page Admin Console
In Longer Posts, Put Ques;ons Last
Source: Strategies for EffecSve Facebook Wall Posts 131
Most Liked Posts Include these Words
132
Source: Strategies for EffecSve Facebook Wall Posts
Most Commented Posts Include these Words
133
Source: Strategies for EffecSve Facebook Wall Posts
Avoid Promo;onal Keywords
134
Source: Strategies for EffecSve Facebook Wall Posts
Ask Easy to Answer Ques;on
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Source: Strategies for EffecSve Facebook Wall Posts
Wall Posts Stats on Length 136
#SocialMediaTrainingFairbanks @ericschwartzman Source: Strategies for EffecSve Facebook Wall Posts
Stats on Link Shorteners
Engagement rates are 3x higher for posts that have a full length URL
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Source: Strategies for EffecSve Facebook Wall Posts
Engagement Rates are Higher Outside of Business Hours
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Source: Strategies for EffecSve Facebook Wall Posts
Facebook Pages TOS
Report Abuse Here
hMp://bit.ly/Facebook-‐Pages-‐TOS
Promo;ons
Facebook Canvas
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Facebook Promo Plaqorms
141
Post Deals
142
Post Games
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Causes are more Engaging than Pitches
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Post Pictures of People You Know
60 Likes
11 Likes, 4 Comments
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Timeline Best Prac;ces
Facebook “Like” BuMons with Faces 147
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Managing Posts on Timelines
Scheduling Posts on Timelines
Facebook for Business: Hands-‐On Exercises
• FB for Business: Share a Photo Album on a Facebook Page hZps://www.facebook.com/help/154716187927788/ #SocialMediaTrainingFairbanks
• FB for Business: Put a Facebook Like BuZon on Your Blog hZps://developers.facebook.com/docs/reference/plugins/like/ #SocialMediaTrainingFairbanks
• FB for Business: Use the Facebook Pages Mobile App hZps://www.facebook.com/help/261725130600682/ #SocialMediaTrainingFairbanks
• FB for Business: Post Photos to a Facebook Page via Instagram hZp://instagram.com/ #SocialMediaTrainingFairbanks
• FB for Business: Check-‐In on Facebook from Foursquare hZps://foursquare.com #SocialMediaTrainingFairbanks
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Edit Profile: Vanity URL
Click Here
View Profile Visitors
See Who’s Been Checking You Out
View Profile Visitors
Anonymous Visitor
Account Setngs Access Setngs
Anonymous Visitor Op;on
See a Contacts Connec;ons
Click Here
Account Setngs
Hide Connec;ons
Add Vanity URL to Email Signature
Make it Easy
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Rappor;ve for Gmail
hMp://rappor;ve.com/
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Rappor;ve for Gmail
hMp://rappor;ve.com/
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Adding Connec;ons Click Here
Adding Connec;ons
Webmail Sync
Expor;ng Email Addresses 163
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Social Sync 164
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Adding Connec;ons
Send Email Invites
Import Email List Directly
Upload Email List
Upload Email List
Linkedin Company Pages
Hands-‐On Linkedin Exercises
• Linkedin for Business: How to Find Good Linkedin Groups hZp://socialmediacompliancetraining.com/how-‐to-‐use-‐linkedin-‐groups-‐like-‐a-‐pro/ #SocialMediaTrainingFairbanks
• Linkedin for Business: PosSng Links to Linkedin and EdiSng the Meta Data #SocialMediaTrainingFairbanks
• Linkedin for Business: Install a Share BuZon on a Blog: hZp://developer.linkedin.com/publishers #SocialMediaTrainingFairbanks
• Linkedin for Business: Install a Follow BuZon on a Blog: hZp://developer.linkedin.com/plugins/follow-‐company
The Poli;cs
• Get at ROI of social media
• Implement social media policy & training
• SaSsfy audit trails
• Channel social media through External Comms
Strict Management Oversight
Regulatory Oversight
Embraces Change
Exploratory and Curious
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Social Media Services
Social Media Audits
Digital Strategy
Corporate Social Media
Policy
Social Media Training
SEO & Web Development
Online Social Media Training Courses
hMp://bit.ly/online-‐social-‐media-‐training
Student Price