advanced social media marketing tactics & strategies
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The Advanced Social Media Marketing presentation covers advanced social media tactics and strategies for online marketers and small business owners. Learn how social advertising and platforms like Pinterest, Tumblr and more can help elevate your business online.TRANSCRIPT
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
Social Media The Basics – Part 1
March 14th, 2012 Formic Media Seminars: Social Media
Social Media The Basics – Part 1
March 14th, 2012 Formic Media Seminars: Social Media
Social Media The Basics – Part 1
March 14th, 2012 Formic Media Seminars: Social Media
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 [email protected]
503.517.9059 x122
Social Media The Basics – Part 1