How to Optimize & Extend Your Social Reach + Strategy Sync-Up with Jennifer Neeley Boot Camp Leader

The Purpose of Optimization

“Build it, and they will come” only works in the movies. Social Media is a “build it, nurture it, engage them, and they may come and stay.”

-Seth Godin

Best-Selling Author

Facebook

Utilize Facebook Insights• Post the time of day your

users are interacting the most

• Know the content users like and interact with

• Know the demographic you’re reaching and contrast with your target audience

• Add a “Welcome” page with Google Analytics tracking

Twitter• Use tools to identify the

ideal time to post

• Get into a comfortable tweeting rhythm

• Find your voice – and discuss rather than broadcast

• Tweet the content your audience wants

• Experiment with video and audio

• Identify go-to content resources you trust

Creative Social Media Marketing

Examples that Increase Reach

Foursquare

The GYT Foursquare Badge• Can a badge get people to get

tested for STDs and alleviate stigma? MTV teamed up with Foursquare to find out

• They created the Get Yourself Tested (GYT) badge to encourage check-ins at STD clinics

• With thousands of badges earned and shared on Twitter and Facebook, the campaign has huge reach

Groupon

Live Off Groupon Challenge• Josh Stevens spent an entire year living off

Groupons — after a grueling social media audition process

• Stevens traveled using the Groupons for worldwide adventures and traded them for things he needed

• Stevens had to update the world with tweets, Facebook posts and blog entries

• He created a highly engaged audience anxious to help - i.e. a single Facebook status update got him a few dozen airfare offers

• He won $100,000 in cash - Groupon's campaign won too for being unusual, human and social media-driven

Seattle Sounders Player Roger Lavesque with Josh Stevens

Tumblr

Tumblr “bookmarklet” makes publishing a snap

Creative Ideas Made Simple• Holiday destinations• Fashion• Peaceful ways to relax• Fun things to do with families• Recipes• Funny moments• Great ideas for interior design

or creative uses of space• People who achieved great

things• Places which trigger you to be

creative• Interesting ways to get

exercise

Storify

Now in Public Beta• Storify (public as of April 25th)

allows you to drag social media elements into a timeline along with your own context

• When you're done you can embed the "story" wherever you like

• The Washington Post, LA Times and BreakingNews.com have used Storify to build social stories

• The Al Jazeera show, The Stream, uses Storify to script its live shows

• The BBC covered the London Marathon using the new tool

"We have so many real-time streams now, we're all drowning," founder Burt Herman told the NY Times. "So the idea of Storify is to pick out the most important pieces, amplify them and give them context."

Flickr

Storage at the Right Price

• For about $25 a year, Flickr gives you get unlimited storage – to create a repository of high-resolution photos

• A great way for reporters and bloggers to find high-quality images of your logo, executive team and products

• You can restrict use of images• Flickr creates a feed of all your

photos that can be imported into almost any site or social network

• Images can be found via search through your description and tags

YouTube

The ‘Old Spice Guy’• Actor Isaiah Mustafa reprised his role in

a made-for-Web social media blitz• More than 180 hilarious YouTube videos

— each with a homemade feel - directed at Twitterers, bloggers, celebs and everyday users

• An Emmy® award-winning campaign that was almost universally loved

• The videos attracted millions upon millions of views, thousands of comments, celebrity responses and press coverage

• Named it one of the fastest-growing online video campaigns of all time

WordPress

Leading Blog Platform• Blogging platforms power more

and more Web sites – without users ever knowing it!

• Millions of “themes” – pre-created designs that can be customized make publishing easy for all

• Eases the organizational need to build a site from scratch

• Is built to be updated easily so marketers can take advantage of posting relevant, timely content

• WordPress is open-source and, therefore, free – you only pay for custom options

Wikis and RSS

Essential Online Tools• RSS is an acronym for Really Simple

Syndication• Platforms like WordPress and Flickr

have RSS built-in• Gives all content the potential to

go viral• Wikis make all able to collaborate –

internally, externally or both• Beth Kanter and Altimeter Group

keep some of the best resource-filled wikis you can use for reference and / or contribute to

• PBworks and and Wikispaces make free wiki spaces available as a trial or small organizations

Social Bookmarking• Social bookmarking is the

practice of saving bookmarks to a public Web site and “tagging” them with keywords

• Particularly useful when collecting a set of resources that are to be shared with others

• Gives users the opportunity to express differing perspectives on information and resources

• Tools such as Ping.fm and Hellotxt allow you to connect these sites and allow you to broadcast your links to all at once

Emerging Tools and Platforms

I encourage you to check out the following sites – many have just been or are rumored to be acquired – so expect developments!:

• Audio: Cinch and BlogTalkRadio• Video syndication: DailyBooth & TubeMogul• Presentation-sharing: Scribd, SlideShare.net• Deals: Shopkick, Groupon, Plum District & ScoutMob• Location: Whrrl, Brightkite, WHERE & SCVNGR• Ads: Ad.ly & iSocket• Social Photography: Path & Instagr.am• Q&A sites: Aardvark & Quora• Other: Screenr, Skitch, Argyle Social, Bit.ly / j.mp, TwentyFeet,

PostRank, Postling, Trunk.ly, Posterous, oneforty, Hash Tracking, Apture, OnlyWire, NewsBasis and FormuLists

Your Social Media Strategy

• Should be just past the half-way point of writing – what challenges are you facing?

• Look to get feedback from your organization on sections as you complete them for guidance on alleviating concerns or addressing them

• Start thinking about which parts of your organization need to be in sync to implement – post questions that others can help with in the General Discussion forum

Questions?

Thanks for joining us!