de paul presentation oct2010
TRANSCRIPT
Full-service online + interactive marketing firm
Presented to:
Getting the Most Out of Social Media
DePaul University
10/14/2010
Agenda
10/14/2010 2
1• Online Marketing Trends
2• Social Media and Education
3• Facebook Trends
4• YouTube and Vimeo Trends
5• Twitter Trends
6• Integrating Social Media Channels
7• Useful Tools
Online Marketing Trends
10/14/2010 3
Stats from The Pew Internet Project
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.
http://pewinternet.org/Reports/2010/Online-Product-Research.aspx10/14/2010 4
Social Media and Education
10/14/2010 5
10/14/2010 6
Texas A&M University and Louisiana State University have each
garnered more than 2 million “Likes”.
Goal: OSU wanted to: Engage prospective students in
conversation to raise awareness, encourage prospective
students to request info. and apply for admission, and
take advantage of the current economy that is conducive
to increased enrollment.
Process: Indirectly target prospective students on
Facebook by directly targeting current students - Engaging
existing students and create a space where students are
showing their enthusiasm and love for the university.
Results: Total fan count increased 554%, total
interactions (wall posts, comments and likes) increased by
over 2000%, page views increased 405%, and photo views
increased by 448%.
Oregon State University Case Study
10/14/2010 7http://www.anvilmediainc.com/osu-social-media-facebook-
fan-page-case-study.htm
Goal: The USC Summer Film Program’s online marketing goals included increasing online visibility and enrollment.
Process: Marcel Media implemented an online marketing campaign involving SEO and Paid Search, and Social Media including frequent updates, encouraging user interaction and repeat visitors, and building a community that effectively promoted the brand.
Results (Nov 2007 to Jan 2008): Search Results: Total Visits = 51.2% increase.Organic Traffic = 64.8% increase.High Quality Referrals from Social Media Marketing:Facebook: 92 - Myspace: 22
University of Southern California Film School
10/14/2010 8
YouTube
10/14/2010 9
In the YouTube EDU category, Stanford University and MIT each
have more than 50,000 subscribers.
10/14/2010 10
Harvard University and Stanford
University each have between
18,000 – 21,000 followers.
Facebook Trends
10/14/2010 11
Page Browser is
simply a
collection of
Facebook Pages,
highlighted
through Page
photos, that
users can sift
through to
discover and
quickly “Like”
Pages of
interest.
Facebook: Page Browser
http://blog.facebook.com/blog.php?post=42998703713010/14/2010 12
The Facebook Like button, launched in April at f8, Facebook’s
developer conference, is now present on roughly 2 million sites
around the web, from sports sites to news organizations and more.
Facebook: Like Button
13http://mashable.com/2010/09/24/facebook-page-browser/10/14/2010
Facebook Markup Language (FBML)
1410/14/2010
Adding Google Analytics to Facebook
1510/14/2010
YouTube Trends
10/14/2010 16
YouTube announced that it has increased its upload limit from 10
minutes 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 their
content). Therefore, it’s less likely that users can, say, upload
large chunks of movies and TV shows without permission.
Note: Facebook allows lengths of up to 20 minutes
YouTube: Longer Videos
http://mashable.com/2010/07/29/youtube-15-minutes/10/14/2010 17
Vimeo Trends
10/14/2010 18
Vimeo concentrates on
original, user generated
content. You won't find
movie trailers, music videos,
sports clips and blooper
videos.
Vimeo is highly popular in
the artistic community, it
offers widescreen video
streams.
Vimeo
http://mashable.com/2010/07/29/youtube-15-minutes/10/14/2010 19
As of March 2010, Vimeo has over 3 million members and an
average of more than 16,000 new videos uploaded daily.
Vimeo: Education/University Community
10/14/2010 20
1. Begin with a powerful, creative message
You don’t need an expensive crew – use a hand-held recorder.
2. Include branding/logo in your video
3. Create keyword-rich file, detailed tags, titles, and descriptions to identify video topic
4. Create an optimized, branded YouTube channel in a relevant category – Upload on Vimeo as well
5. Track your results
Use tools such as: YouTube Insights (user metrics) and TubeMogul(distribution and analytics).
5 Tips for Successful Online Video
10/14/2010 21
Twitter Trends
10/14/2010 22
With its new interface, the Twitter homepage is now a more logical
place 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
10/14/2010 23
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:” 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
2410/14/2010
Integrating Social Media Channels
10/14/2010 25
Performance on social platforms should not solely revolve around
one negative comment or how many posts are executed. You have
to consider the entire social landscape.
• Establish your social strategy, including goals and objectives up-front.
• All Social Media campaigns must be tracked in order to obtain the
most accurate data available for the client.
• Populate performance data at the end of every other week
• Statistics should also be compared from month-to-month (e.g.,
“subscriptions are up from 90 last month to 100 this month and
eventually year over year”)
Create a data-driven strategy
2610/14/2010
• 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
2710/14/2010
Know your target audienceSome users may think that moderation will censor their comments. If the topics related to your company or industry are particularly controversial, this is an important consideration to plan for.
Check moderation settingsEvery social network is different. Make sure to check how much control you can have over what users post or exactly what they’re allowed 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 information updates for the XYZ Company. Any posts that deter from this topic will be removed.”
Best Practices for Social Interaction
10/14/2010 28
Tactics
10/14/2010 29
Creating “Superfans” or “Evangelists”
30Online Marketing Connect – Beth’s Blog: The Ladder of Love: Growing Facebook Fans10/14/2010
• Get people to click “like”!
• Provide incentives
• Post content that inspired conversation
• Generate interest and maintain it
• Drive interaction and engagement
Increasing Likes on Facebook
3110/14/2010
• Encourage retweets and share their value – 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
3210/14/2010
Free social tools that monitor efficiency
10/14/2010 33
HootSuite is a website and online brand management service,
which publishes 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
3410/14/2010
TweetDeck
35
TweetDeck is a free,
personal real-time
browser, connecting
you with your contacts
across Twitter,
Facebook, MySpace,
LinkedIn, Foursquare,
Google Buzz and more.
Social Mention
36
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.
10/14/2010
Ping.fm
37
Ping.fm is a free social
networking and micro-blogging
web service that enables users
to post to multiple social
networks simultaneously.
Take advantage of Social Media growth and innovations:
• Updated Facebook Pages
• Facebook “Likes”
• FBLM
• Adding Google Analytics to Facebook
• YouTube Video Length
• Vimeo Community
• Twitter’s New Interface
Utilize tools to solidify your overall messaging and always track
your efforts!
Summary
3810/14/2010
Thank you!
Questions?
Prepared by Marcel Media
445 West Erie, Suite 211
Chicago, Illinois 60654
www.marcelmedia.com
t. 312.255.8044
f. 866.643.7506
Kelly Cutler
312.280.1974
10/14/2010 39
Patrick Gut
312.255.8044