� The  Scale  of  it  all  � Op/miza/on  � Ge4ng  Started  � Website  Copy  � Press  Release  � Blogging  � Facebook  � TwiCer  

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Topics  

The  Numbers  Rock!  �  Facebook:  1,000,000,000  ac/ve  users    �  TwiCer:  175,000,000  ac/ve  users  �  LinkedIn:    150,000,000  registered  users  �  Pinterest:    8,000,000  ac/ve  users  �  Blogs:  346,000,000  people  read  blogs  every  day  �  YouTube:  800,000,000  unique  visitors  last  month  

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Demographics  -­‐  Facebook  �  86%  of  Facebook  users  are  age  25  and  older  �  81%  have  some  college  educa/on  or  bachelors/graduate  degree  

�  58%  earn  $50,000  or  more  

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Demographics  -­‐  TwiCer  �  81%  of  people  on  TwiCer  are  age  25  and  older  �  83%  have  some  college  educa/on  or  bachelors/graduate    degree  

�  47%  earn  $50,000  or  more  

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SEO  +  SMO  =  Amplified  “Findability”    � Social  Media  Op/miza/on  (SMO)  is  the  distribu/on  of  social  objects  (videos,  blog  posts,  tweets,  Facebook  updates)  so  that  they’re  op/mized  to  rise  to  the  top  of  any  related  search  query,  where  and  when  it  is  performed.    

� Search  Engine  Op/miza/on  (SEO)  is  the  process  of  improving  the  visibility  of  a  web  site  in  search  engines  via  the  “organic”  search  results.    

� SMO  and  SEO  are  two  halves  of  a  whole.  

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Ge4ng  started  –  do  your  research  

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Listening  to  What’s  Already  Being  Said  �  Set-­‐up  Google  Alerts  for  all  your  keywords,  your  compe/tors,  your  own  company  name,  your  personal  name,  etc.  

� Use  Social  Men/on  to  search  social  media  for  men/ons  of  your  organiza/on  /  compe//on  

� Use  Google  Search  and  Google  Blog  Search  to  find  bloggers  and  other  content  creators  in  your  space  

� Use  Muck  Rack  to  find  journalists  

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Website  Copy  –  It’s  an  Art  and  Science  �  Structure  is  important  

�  Page  /tles  �  Slugs  � Meta  descrip/ons  �  H1,  H2  Tags  �  Image  names  and  image  alt  tags  �  Bold  keywords  –  Google  understands  emphasis  �  Internal  linking  

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Website  Copy  –  Best  Prac/ces  �  Ensure  quality  with  proofreading  �  Focus  on  the  most  important  info  up  front  � Avoid  big  blocks  of  copy  –  break  it  up  with  bullets,  images,  etc.  

� Write  paragraphs  of  no  more  than  6-­‐7  lines  �  Consider  your  target  market  when  wri/ng  content  –  consider  age  group,  region,  etc.    Avoid  jargon.  

� Don’t  just  focus  on  the  specifica/ons  of  the  product  or  service  –  talk  about  what  it  means  to  real  clients  

� Have  a  call  to  ac/on  to  web  visitor  can  have  a  next  step  17

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Press  Releases  �  Today’s  journalists,  etc.,  consume  content  digitally    �  They  find  it,  share  it  and  interact  with  it  differently  �  Social  networks  enable  people  to  find  and  share  content,  opening  up  new  opportuni/es  for  brands  to  communicate  directly  with  their  audiences  

�  Search  engines  are  using  social  signals  in  their  ranking  algorithms,  meaning  that  social  sharing  can  have  a  las/ng  effect  on  the  online  visibility  of  a  message  

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Press  Releases  -­‐  Headlines  �  Length  –  Headlines  should  be  between  90-­‐120  characters.    (Characters,  including  spaces)  �  Length  is  perfect  for  sharing  via  TwiCer  -­‐  write  “tweetable”  headlines.    

�  Keywords  –  Put  your  most  important  keyword  at  the  beginning  of  the  headline  –  within  the  first  65  characters.  �  Headlines  inform  search  engines  about  on-­‐page  content  and  they  put  more  weight  on  the  content  that  appears  at  the  top  of  the  page    

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Press  Release  -­‐  Headlines  �  Include  numerals  in  the  headline.    Readers  like  data  points.  �  Releases  with  numerals  in  the  headline  perform  beCer  than  releases  that  don’t.      

�  “Ten  top  xxx  facts/ideas/steps,  etc.”    tell  your  readers  about  that  in  the  headline  

� U/lize  a  subhead  to  add  more  detail  �  90-­‐120  character  headline  length  is  preCy  restric/ve  �  Spli4ng  long  headlines  into  shorter  headlines  and  subheads  makes  it  easier  for  readers  to  scan  the  copy  

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Press  Releases  –  Best  Prac/ces  �  Crap  a  hook  –  tell  a  story  

�  Research  before  you  write  on  releases  and  content  form  industry  compe/tors  

� Avoid  jargon  � Minimize  technical  or  industry  jargon  

�  Provide  resources  �  Add  value  to  by  including  photos,  videos,  links  to  source  material  and  any  other  in-­‐depth  resources  

�  Keep  your  audience  in  mind  when  crea/ng  your  message    

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Blogging  Best  Prac/ces  � Answer  industry  ques/ons  �  Comment  on  industry  news  �  Provide  how-­‐to  based  content  �  Encourage  readers  to  comment  �  Post  consistently  –  3  to  5  /mes  per  week  

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Blogging  Best  Prac/ces  �  Pose  Engaging  Ques/ons  -­‐  At  the  end  of  a  post,  pose  a  brain-­‐s/mula/ng  ques/on.    

�   Get  readers  to  offer  /ps  -­‐  It  could  be  a  problem  that  you’re  facing,  or  something  your  customer  is  facing.  Make  it  a  contest;  publicly  credit  the  reader  with  the  best  /ps  on  your  blog  so  that  everyone  can  see.  

�  Start  With  An  Engaging  Opener  –  Your  opening  should  engage  the  reader  from  the  word  go,  something  that’ll  ignite  their  curiosity,  mo/vate  their  thought  process  and  get  them  engaged.  Make  your  opener  funny,  insighsul,  wiCy  and  outrageous  if  need  be.  

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Blogging  Best  Prac/ces  � Make  the  content  graphically  vivid  -­‐  Paint  a  picture  with  your  words,  and  draw  people  into  the  scene  you’re  pain/ng.  

� Write  in  your  speaking  voice,  as  though  you’re  cha4ng  with  friends.    

�  Provide  A  Conclusion  –  sum  up  the  essence  of  your  ar/cle  in  a  short  conclusion.  Your  conclusion  should  ideally  /e  up  your  points  together  and  provide  a  short  glimpse  of  what  the  ar/cle  is  all  about.  

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Where  does  FB  Fit  in?  �  Increase  visibility  �  Connect  with  customers    �  Increase  engagement  �  Promote  your  brand  �  Create  a  community  �  Promote  and  manage  events  � Give  back  to  loyal  customers  through  special  offers  and  discounts  

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Facebook  Best  Prac/ces  � Write  interes/ng  and  relevant  posts  will  encourage  followers  to  engage  with  your  posts  �  Liking,  commen/ng  and  sharing  are  important    �  Facebook  uses  the  level  of  engagement  to  determine  how  many  people  see  your  posts  

�  Reveal  the  human  side  of  a  company,  give  it  personality  �  Provide  useful  informa/on  that  people  won’t  get  elsewhere  (or  at  least  not  as  quickly)  

�  Respond  to  comments,  complaints,  requests  real-­‐/me  � Have  a  plasorm  for  announcing  news,  promo/ons,  events  

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TwiCer  � An  informa/onal  tool  –  provides  informa/on  to  others  � A  conversa/onal  tool  –  respond  to  other  people’s  tweets  and  engage  in  dialogue  

� Great  way  to  network  and  communicate  with  new  and  old  contacts  

�  You  choose  the  message,  not  the  recipient  

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Anatomy  of  a  Tweet  

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TwiCer  Best  Prac/ces  �  Listen!    

�  Set  up  simple  searches  that  allow  you  to  hear  men/ons  of  your  company  

�  TwiCer  is  a  real-­‐/me  opportunity  to  listen  in  on  the  conversa/ons  of  200  million  users  

�  Serve  as  a  resource  �  Provide  informa/on  that  helps  your  target  audience  in  a  quick,  easy-­‐to-­‐use  format  

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� Use  your  own  style  when  engaging  with  others  � Ask  relevant  ques/ons  on  TwiCer  and  consumers  are  happy  to  share  opinions  

�  People  like  being  asked  to  provide  input  on  topics  of  interest  

�  Thinking  of  offering  a  new  service?    Ask  for  input  beforehand  

�  Take  advantage  of  the  online  community  to  gain  feedback  and  generate  new  ideas  that  will  result  connect  with  the  audience  served  by  your  business  

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TwiCer  Best  Prac/ces  

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The  Content  Landscape  

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Thank  You!  Bridget  Gibbons  

bridget@gibbonsdigital.com  Gibbonsdigital.com  @gibbonsdigital  

v.com/gibbonsdigital  

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