remaining agile amidst seismic shifts in the social media landscapekelly

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Remaining Agile Amidst SeismicShifts in the Social Media

Landscape

Kelly CutlerCEO

Marcel Media

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Social Outlets ² Unlimited Opportunities

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Nearly half of Americans age 12 and older have a profile on at

least one social networking site.

86% of Americans 18-29 use social networks, and the number is

growing for Americans 30-49 (61%), 50-64 (47%), and 65+

(26%).

Social Media users expected to reach 127 million by end of this

year.

Stats from The Pew Internet Project

Source: http://pewinternet.org/Reports/2010/Online-Product-Research.aspx 

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The Challenge with Social Media

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The challenge with rapid social adoption lies in creatingconsistency with overall engagement and marketing strategies.

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Let·s take a look at current trends with social outlets and tipsfor how to navigate them.

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Agenda

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1 Facebook Trends & Tactics

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YouTube Trends & Tactics

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3 Twitter Trends & Tactics

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4 Integrating Social Channels

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5 Useful Tools

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Facebook Trends & Tactics

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Page Browser issimply acollection of Facebook Pages,highlighted

through Pagephotos, thatusers can siftthrough todiscover andquickly ´Likeµ

Pages of interest.

Facebook: Page Browser

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Does your page give the info that your market is searching for

Make sure it does.

Will users recognize your photo/image thumbnail?

Add content to your page that users can actually like!

Add Google Analytics to your page.

Tactics

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The Facebook Like button, launched in April at f8, Facebook·sdeveloper conference, is now present on roughly 2 million sitesaround the web, from sports sites to news organizations and more.

Facebook: Like Button

Source:http://mashable.c /2010/09/24/facek-page-browser/

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Facebook Markup Language (FBML)

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Provide incentives

Post content that inspired conversation

Generate interest and maintain it

Drive interaction and engagement

Increasing Likes on Facebook

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Adding Google Analytics to Facebook

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YouTube Trends & Tactics

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YouTube announced that it has increased its upload limit from 10minutes to 15 for non-partners.

On the YouTube blog, the video-sharing site explains that it·s been

beefing up its copyright protection tools of late, i.e. the Content ID system (which lets copyright holders have more control over theircontent). Therefore, it·s less likely that users can, say, uploadlarge chunks of movies and TV shows without permission.

Note: Facebook allows lengths of up to 20 minutes

YouTube: Longer Videos

Source: http://mashable.com/2010/07/29/youtube-15-minutes/

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1. Begin with a powerful, creative messageYou don¶t need an expensive crew ² use a hand-held recorder.

2. Include branding/logo in your video

3. Create keyword-rich file, detailed tags, titles, and descriptionsto identify video topic

4. Create an optimized, branded YouTube channel in a relevantcategory

5. Track your resultsUse tools such as: YouTube Insights (user metrics) and TubeMogul(distribution and analytics).

5 Tips for Successful Online Video

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Twitter Trends

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With its new interface, the Twitter homepage is now a more logicalplace to advertise than it was before.

An analytics dashboard:Rolling out starting in Q4, the dashboard will help Twitter users

understand how tweets spread and who is spreading them.

Twitter: New Interface

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Include Keywords

If you tweet a link, read everything in it before you submit. Find the

important keywords and then write a tweet consisting of those alone.

Addressing Key People

Put a ´cc:µ at the end of the tweet with your preferred key people

mentioned after it.

Brand Your Tweets

When branding a tweet, you simply make sure that what you tweet also

has a hashtag branding on it - 2-3 hashtags max.

Tips for Successful Tweets

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Encourage retweets and share their value ² What·s the point of retweeting?

Post links to your twitter profile on other social sites

Use hash tags (#)

Tweet photos

Increasing Followers on Twitter

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Tweetbeep

Tracks conversations which mention your company

Thummit Provides an analysis based on Twitter conversations

Tweetmeme

Tracks and analyzes popular links on Twitter

TwitterFriends

Tracks your interactions

Tools to Monitor Twitter

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Integration Social Channels

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KPIs for Social Media

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Comments

Feedback (via the site)

Followers (follow something / someone)

Groups (create / join / total number of groups / group activity)

Like this (a simpler form of rating something) Profile (update profile image,bio, links, etc)

Report spam / abuse

Time spent on key pages

Time spent on site (by source / by entry page)

Total contributors (and % active contributors)

Views (videos, ads, rich images)

Key Performance Indicators

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Tips for moderation and interaction

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Know your target audienceSome users may think that moderation will censor their comments. Ifthe topics related to your company or industry are particularlycontroversial, this is an important consideration to plan for.

Check moderation settings

Every social network is different. Make sure to check how muchcontrol you can have over what users post or exactly what they·reallowed to post.

Post your usage policyTell your users the purpose of the page, profile or group. For

example: ´This page is meant to provide product and informationupdates for the XYZ Company. Any posts that deter from this topicwill be removed.µ

Best Practices

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Free social tools that monitor efficiency

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HootSuite is a website and online brand management service, whichpublishes to websites such as Facebook, Twitter, LinkedIn,

Foursquare, MySpace, and WordPress. It is also a Twitter client.

Spread messages

Monitor conversations

Collaborate with teams

Track results

HootSuite

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TweetDeck

TweetDeck is a free,

personal real-time

browser, connecting

you with your contacts

across Twitter,

Facebook, MySpace,LinkedIn, Foursquare,

Google Buzz and more.

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Social Mention

Social Mention is a

free social media

search and analysis

platform that

aggregates user

generated content.Social Mention

monitors 100+ social

media properties

directly including:

Twitter, Facebook,

FriendFeed, YouTube,Digg, Google etc.

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Ping.fm

Ping.fm is a free socialnetworking and micro-blogging

web service that enables users

to post to multiple social

networks simultaneously.

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Key Takeaways

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Take advantage of Social Media growth and innovations:

Updated Facebook Pages

Facebook ´Likesµ

Adding Google Analytics to Facebook

YouTube Video Length

Twitter·s New Interface

Utilize tools to solidify your overall messaging and always trackyour efforts!

Summary

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Kelly Cutler

kelly@marcelmedia.com

312.280.1974

Linkedin.com/kellycutler

Speaker Contact Info

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Speaker Photo

Thank You!