tech columbus social media webinar

That’s soooooooo 2011!

The New Rules Guide for

Social Media

Simple. Accountable. Results That Matter.

Facebook Changes, Again? I Should Measure What? Wait, there is an Old Retweet and a New Retweet? The New Rules of Working with Influencers Should I Really Spend Time on [insert trendy new social channel here]

That’s Sooooo 2011


Your Probability of Success is Directly Related to The Speed at Which You Adapt to Change

Facebook Changes


In early 2011 Facebook pages got a makeover which included tabs moving below the profile picture and the addition of banner photos.

Admins were able to start using Facebook as a page to interact with other pages, like, comment, etc.

Many pages were building custom tabs and default landing pages to run promotions, add branding, welcome visitors.

Facebook in 2011


Facebook pages need to be more engaging than ever to gain followers and keep them active

If you want to reach your audience on Facebook, it will be necessary to use sponsored stories.

Facebook launched timeline for business pages Increased privacy settings for users Photos more important than ever

The Facebook World Today


As in the past, Facebook page design is following the look of personal profiles. Timeline allows people and businesses to tell their story, brand their page

and highlight what matters Edgerank

Algorithms that allow the News Feed to show you the top, relevant content. Facebook ads will start appearing in newsfeeds as sponsored stories,

this will push organic content further down the page making advertising more necessary.

Facebook also removed the ability to set a default landing page (tab) on Page Timelines, all visitors land on your timeline.

Why the Change?


Create your business page timeline Cover Photo Update tab navigation images Update custom tabs to the wider 810 pixels Review your timeline and decide what to feature Add milestones

Fans can now send direct, private messages to pages Take conversation off the wall if necessary

No default landing page but can still link directly to a custom tab Ads can be used to find and engage your target audience, drive traffic

to a custom tab Post directly to Facebook.com as much as possible

Rank better than posts from 3rd party applications

What you should do differently on Facebook

I Should Measure What?


The World In 2011

Let’s track every activity from every channel and determine the success of our social media by the weight of the reporting

I want 10,000 Likes! I want 3,000 Followers. I want a Following to Follower ration of pi.

Time, effort and money spent on reporting the wrong numbers


The World Today

• Awareness – Are clients, customers, and those who influence clients and customers talking about my brand?

• Interest - Are they engaged with my brand, products and people?• Desire - Are social media programs getting customers and clients into

my conversion process?• Action– Am I generating more sales, leads, voters, donors or members

from social media communications?


Why the Change?

“We can track everything online!” – “What’s the ROI of brushing your teeth?”—”No wait, we can track everything”

We didn’t want more metrics, we wanted more meaningful metrics Technology and mindset are converging to allow us to be smarter

about tracking


What You Should Do Differently

Determine what metrics would make you ecstatic with your social media program

Figure out how to track those metrics Don’t just work in a vacuum, look at benchmarking

Twitter – Less Bird, more….


In the past we were in Twitter metrics overload. Numerous websites provided metrics that measured every single aspect of the twitter experience Influence, impact, engagement, signal, velocity, generosity, clout and reach

3rd party Twitter tools were preferred to Twitter.com because they offered more functionality and ease of use.

Retweets were shared using the old format: RT @username …. Spam accounts were an increasing problem Scheduling tweets was effective and encouraged

The Twitterverse in 2011


Twitter launched a major update to their website at the end of 2011 The new design encouraged users to browse and discover more on the

website New interactions tab shows mentions, RTs, follows, list additions

Twitter.com supports features that in the past were only provided by 3rd party tools Retweets, URL shortener, Photo upload

Hashtags have become part of the conversation Twitter for customer service Increased emphasis on what is happening now

Tweets per second records set Super Bowl Steve Jobs Election

Twitter Today


People are becoming more familiar with Twitter language Twitter had to catch up to keep users on their site Focusing on right (not all) metrics, content, connections that matter Emphasis on keeping the conversation relevant and real

Why the change?


Don’t forget to use hashtags and usernames within your conversation Block and report spam Keep the conversation real time

Don’t share old news Don’t start a public mention with @ Use the Twitter retweet unless you want to add personalization or

comment, make it easy for others to RT you Scheduling tweets is okay but be sure you know what is scheduled to

avoid a Twitter #fail Monitor and respond to all questions and concerns

What you should do differently

The New Rules of Working with Influencers


The World In 2011

There are 2,000,000 blogs talking about home insulation products. Let’s hire an army of PR interns to contact 100 of them with a pitch and an offer.


The World Today

• Who are the most influential, important and vocal influencers? (Hint: you probably don’t know them.)

• How can we develop a relationship between our plan and those influencers?

• Transparency on the expectations and the reason• You can Tweet a pitch• Content is real currency, spend it!


Why the Change?

Bloggers figured it out. They actually knew all along Even mediocre bloggers get too much email True hubs on social media have tremendous reach within their

segments


What You Should Do Differently

Put your efforts into building real and meaningful relationships with influencers and advocates

Be transparent, then, be a little more transparent than that It’s not a one and done thing, maintain the relationships on an ongoing

basis

2012 Survival Tips


Take your time to explore and research new networks before jumping in

Don’t force it on new networks Join for a reason

Does it make sense for your business? Will it make sharing your information easier? Is your audience using the network? How will this new network affect your social media presence as a whole?

Take Your Time


MySpace dead Well maybe not dead but fallen and not for business

Too much spam

MySpace is Dead

Top Social Networking Sites and Forums By US market share of visits (%), 2008-2011 Source: Experian Hitwise


Pinterest is highly visual Sites pinned must have an image or video

Make sure you are citing the original source Be an expert Join for a reason

Tips Ideas Infographics Sharing original content

Pinterest


Google+ does impact your SEO Optimize your Google+ profile Optimizing your Circles Format your posts headlines Create compelling content Share compelling content Optimize the +1 button Confirm ownership of your site/account

Google+


People spend LOTS of time on Facebook, and so should you! People spend more time on Facebook than Yahoo, Google and Bing

combined Get your brand in front of people where they are spending their time

Spend Time on Facebook

U.S. web users monthly minutes in billions

53.5 billion minutes per month spent on Facebook


Increase of social networking via smartphone devices In the U.S., 64 million smartphone users accessed social networking or

blog destinations via their mobile device in December 2011 Increase of 77% from the previous year

Mobile


Build your Facebook Timeline Use Facebook Ads and sponsored stories to reach your audience Track metrics that matter to you Use Twitter language effectively to optimize your posts Build meaningful relationships with influencers and advocates On new social networks, join for a reason

Summary


We Haven’t Seen Fast Yet


Questions?

@bbalderaz

www.fathomdelivers.com

http://www.fathomdelivers.com/