anvil webinar april 2012 - advanced social media: how to utilize top platforms
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Advanced Social Media: How to Utilize Top Platforms
Presented by:Jason Kane (@jasonjkane)Account ExecutiveAnvil Media, Inc.503.595.6050 ext [email protected]
About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization, analytics, pay-per-click management, online reputation management, mobile & social media marketing services.
Some of Our Clients
100% of account team Google AdWords & Analytics certified100% of account team published and spoken in the industryHigh client & employee retentionFounding member of SEMpdx trade associationSocial Media & PPC Training partner with OMI & WhartonExpertise in technology and entertainmentMajority of clients come from word-of-mouth and referralsAward winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
Anvil Key Differentiators
Agenda
TimelineEdgeRankPPC AdsPremium Ads
Profile Optimization@Mentions#HashtagsSponsored Products
Follow ButtonFeatured ProductsUpdatesPPC AdsPremium Ads
Channel OptimizationVideo OptimizationPromoted Products
Agenda
Timeline
Cover Photo
850 x 315 pixels
What you can’t do:• Include price or purchase info• Contact info• Calls to action• References to Facebook
feature such as “Like” or “Share” (no arrows pointing)
Above the Fold Information
1 “About” box that will vary by type of business – 150 characters
2. Photos – native application that will always be in first position and shows the most recent photo uploaded
3. Custom apps – photos are 110 x 74 pixels and can be customized.
4. The rest of your custom apps which can be rearranged, except for the photos native app
1
2
3
4
No More Landing Pages
“Like” Insight
Custom Apps
Upload custom photo app icon (110x74 pixels)
Existing apps are centered in new space
• Now 810 pixels wide up from 520 pixels
Private Messaging
Great customer service option
Brands are not allowed to initiate contact with users
Users don’t have to be fans to message the brand
Tell a Story
Highlight a Story
Highlight a post to expand across both columns
Highlight a Story
Pin Posts to Top
Only use for content that you want to have high visibility
Posts stay expanded at the top of the timeline for 7 days
New method to feature content with the demise of custom landing pages
EdgeRank
EdgeRank – How to Maintain Visibility
Based on EdgeRank – Fans see the pages and people they interact with most.
Build affinity by encouraging weighted activity through engaging content.
The average brand posts are seen by less than 10% of their fans
EdgeRank Explained
How to Stay in Feeds
Always include a thumbnail or a video
Ask open ended questions• Don’t state opinions, use fill in the
blank
Short, focused posts• Posts with 80 or less characters
result in 27% more engagement than posts with 80+
Interact with fans
Facebook PPC Ads
Self-Serve PPC Ads
Creating Ads Step 1: Ad Content
Creating Ads Step 2: Targeting
Creating Ads Step 3: Campaigns, Pricing and Scheduling
Campaign Performance Data
Facebook Premium Ads
New Premium Ads
Examples of Premium Ads
$25k/month minimum spend
New premium placements on mobile and within news feeds
Placements and Formats
New Placements• Newsfeed• Mobile Newsfeed• Logout Screen
New Formats• Status• Event• Question• Status• Photo• Video
Mobile Facebook Ads
Reach Generator
Reach 75% of fans• Typical posts only reach 10-
15% of fans
Additional engagement and greater ROI
Profile Optimization
Existing Best Practices
Prominent logo
Custom background
Cross promoting other social profiles
Photos of contributors with Twitter handles
Upcoming Brand Pages
New banner space• 835 x 90 pixels
Ability to “pin” tweets to the top
• Expands photo or video content automatically
@Mentions
Use the @ and the username when you want to respond to another Twitter user
Powerful for customer service
Engage with users
Using @Mentions
#Hashtags
A hashtag can be added to posts in order to make them more visible in search and give them the ability to become a ‘trend’
Use hashtags to start a new trend or participate in ongoing popular conversations.
Using #Hashtags
Be careful using hashtags that are too general
Danger of Hashtags
Twitter chats use a predetermined schedule and hashtag to create a trended conversation among a niche audience• Usually moderated by 1 or more
users• Large list of Twitter Chats: http://
bit.ly/GCOlh7
Twitter Chats
Twitter Sponsored Products
Promoted Accounts
Targeted by existing users interests and follows
• Can refine further with keywords• Can geographically target users
Cost per follow (CPF) auction• Competitive bid is $2-3
Promoted Tweets
Targeted by search keywords• Can geographically target users• Average engagement rates at 1-3%
Cost per engagement (CPE) auction
• Engagement defined as a click, favorite, retweet, or reply
• Competitive bid is $0.50
Promoted Trends
Reserved on first come, first serve basis
• One advertiser per day• Fixed price of $120k for 24 hours
Average engagement rate is 0.20% on the Trend
For large advertisers looking for awareness building
Promoted Tweet & Account Analytics
Promoted Trend Analytics
Follow Button
Install a Follow Button
1. Make sure you’re an admin of your company page
2. Visit: https://developer.linkedin.com/plugins/follow-company
3. Select button format
4. Generate code an install on site
Featured Products
Featured Products
Update your products / services page with images
Completely free
Add up to 3 banners to any outside destination URL
• 640 x 220 pixels each
Featured Products
Updates
Brand Page Updates
Company Twitter integration is gone
• Still available for individual profiles though
Posts need to be made on LinkedIn as page admin
Updates will appear in individual LinkedIn newsfeeds
LinkedIn PPC Ads
Self Serve PPC Ads
Creating Ads Step 1: Create Campaign
Creating Ads Step 2: Targeting
Creating Ads Step 3: Campaign Options
PPC Ad Performance Data
LinkedIn Premium Ads
Display Ads
$20-25k minimum spend
Only available through LinkedIn ad network
IAB standard units
Content Ads
Share video, tweets, blogs, etc.• Available in 300 x 250 pixels
or 160 x 600 pixels
Use existing RSS feeds
Partner Messages
Delivered to the LinkedIn inbox of targeted users
One 1 delivered every 60 days to any one member
Polls
Engage users questions that also gain valuable market data
Results are updated dynamically to reflect new answers as they come in
Channel Optimization
Channel Homepage
Welcome video
Custom background
Prominent logo
Video Optimization
Optimizing Individual Videos
Conduct keyword research using YouTube keyword tool: https://ads.youtube.com/keyword_tool
Descriptive, catchy titles with keywords included
Optimize Tags• Relevant tags that describe the video• Use as many tags as possible, while
staying relevant• Most important tags should match
keywords from title and description• Avoid usage of “and, “or”, and similar
words
Include Call-to-Action
End each video with a call-to-action
YouTube Promoted Products
Video Targeting Tools
Select the type of advertisement on YouTube
• Type of ad• Geographic targeting• Placements
This tool then automatically generates the campaigns in AdWords
Promoted Videos
Similar to PPC ads, but with video content
Bid on specific keywords and only pay for clicks
Managed placements through Google AdWords
Ads as side banners or video overlays during playback
Display Ads
In-Stream Ads
Play prior to requested video content being loaded
0:30 in length
Full creative freedom
60 million daily impressions
Custom tracking & measurement
24 Hour Homepage Takeover
Wrap Up
ResourcesArticlesSocial Media Metrics That Matter
http://blogs.imediaconnection.com/blog/2012/02/22/social-media-metrics-that-matter/
How to be a Rock Star on 8 Social Media Platforms
http://www.imediaconnection.com/content/30534.asp
3 Tips To Keep Your Social Media Content Calendar Full
http://www.searchmarketingstandard.com/3-tips-to-keep-your-social-media-content-calendar-full
How to Become a Social Media Guru in 3 Easy Steps
http://blogs.imediaconnection.com/blog/2011/07/23/3-step-social-media-guru/
White PapersThe Marketer’s Guide to Getting Started with Social Media Marketing
http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/social-media-
marketing-white-paper
Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com Subscribe to our newsletter or follow us on Twitter - @anvilmedia Contact us with questions about today’s webinar or Anvil services
Q&A and Next Steps
Nick Footer Business Development Executive
Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212
503.595.6050 x228 office503.481.6629 [email protected]: @nickfooterLinkedIn: nickfooter
Upcoming Anvil Webinars
May 16th, 2012 – 10am PST
Advanced Analytics
June 20th, 2012 – 10am PST
Site Search
Find Out More and Register
http://www.anvilmediainc.com/search-engine-marketing-webinars