it's all about social media - fort worth initiative

Fort Worth Initiative

@giovanni

July 25, 2012

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Social MediaIt’s All About Social Media

It’s All About Social Media

@giovanni

Fort Worth InitiativeThank You!

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@giovanni

About @giovanni

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On one hand Giovanni is a recovering Microsoft .NET programmer turned internet journeyman who develops online audience growth & engagement strategies for clients in music, media, missions, faith, film, tv, tech & causes.

On the other hand he is a professional photographer and filmmaker who focuses on the same topics. Giovanni produces content for GeekBeat.TV and serves as a faculty member at Five2Media, xTrain, and Adobe TV.

And, if you’re not careful you might catch him or his work on Troubadour, TX, a syndicated TV series airing in over 40 million households in 140 U.S. markets each week.

@giovanni


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Starting With The End In Mind


@giovanni

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What are we dealing with here?

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@giovanni

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Do you have a plan?


@giovanni

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Do you have a plan?


@giovanni

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Do you have a plan?


@giovanni

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Do you have a plan?

•Give it legs - Give ‘em something to talk about•Lead them to a destination or a point of conversion•What’s a Point of Conversion?•Provide a way to engage•Stay engaged•Provide the means and the incentive to share


@giovanni

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Do you have a plan?

INBOUND MARKETING

News

Media Coverage

PRSEO

Email

Research

White Papers

Infographics

Social Networks

WebinarsWord of Mouth

Podcasting

Q&A Sites

Direct Access Traffic

Direct LinksReferring Links

Social Bookmarking

Forums

Bulletin Boards

Online VideoComment Marketing

Photo Sharing

Blogs


@giovanni

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Do you have a plan?


@giovanni

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Do you have a plan?

•Differentiate•Be Relevant•Have a Budget•Define Your ROI & Your ROE•MAKE A PLAN - GOALS ARE GOOD


@giovanni

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Do you have a plan?

•Define target audience•Determine goals and objectives•Develop and implement tactics to achieve goals•Monitoring, measuring, & reporting•Wash, rinse, & repeat


@giovanni

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What *really* drives traf!c?


@giovanni

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How Will They Find Your Event?

3%4%

25%

68%

1%3%

3%

9%

84%

YouTubeFlickrLast.fmVimeoOthers

FacebookTwitterLinkedInAll Others


@giovanni

EmailFacebookFlickrFoursquareGoogle+TumblrTwitterWordpressYouTube

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Tools Of The Trade


@giovanni

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Touch Points

Newsletters

Email

Public Speaking

Tradeshows

Seminars

In-Store Experiences

Training

Client Services

Forms & Documents

On-Site Support Team

Delivery Drivers

Social Networks

Blog

Industry GroupsPromotions

Advertising

Press Releases

Website

Meetups

Comments

Build Your Email List!


@giovanni

Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight

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Tools Of The Trade


@giovanni

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Tools Of The Trade



@giovanni

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Tools Of The Trade


@giovanni

Fort Worth InitiativeSection 1

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SEO 101: The Very Basics


@giovanni

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click thrus | humans

keywords & phrases | humans

back links | search engines

anchor text | search engines


@giovanni

Keywords

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How Google Works

(Simpli!ed)


@giovanni

Keyword Research

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https://adwords.google.com/select/KeywordToolExternal




@giovanni

Keyword Research

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@giovanni

Keyword Research

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@giovanni

Using Your Keywords

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How To Write For The Web

Write for people, not machinesFocus your messageUse the language of your audienceUse - but don’t overuse - anchor text linksAdd a photo & add your key phrase at the beginning of the photo caption


@giovanni

Using Your Keywords

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The Secret Formula

Title TagTitle of ArticleH1 Tags300 - 500 Words Per Page3% - 5% Keyword DensityKeyword-Rich links to your page/article

@giovanni


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Facebook & Google+


@giovanni

PR > WOM > Marketing > Advertising

Social Media > SEO > Email Marketing > PPC

Social Currency

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PR & Social Media Deal In The Same Currency


@giovanni

social capital = reputation = access to resources/access to more connections = reciprocity (favors added up) = public accomplishments = increased levels of trust = reputation = more social capital:

wash, rinse, repeat

Social Currency

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PR & Social Media Deal In The Same Currency


@giovanni

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What Did Facebook Do Right?


@giovanni

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What Did Facebook NOT Do Right?


@giovanni

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So what? What are you going to do about it?


@giovanni

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So what? What are you going to do about it?


@giovanni

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And the crowd went wild.


@giovanni

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Google+ Launches Public Beta 6/2011


@giovanni

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Google+ Invites Start Pouring In


@giovanni

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16 days


@giovanni

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120 days

53 Million +


@giovanni

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And then lots of them left.


@giovanni

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one


@giovanni

Audience Size

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April, 2012

Facebook 901 MillionGoogle+ 240 MillionTwitter 210 Million


@giovanni

Networks Compared

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Facebook Friends Lists - Closed


@giovanni

Networks Compared

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Facebook Friends Lists - Cannot Be Optimized


@giovanni

Networks Compared

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Twitter Lists Are A Vote For People


@giovanni

Networks Compared

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Google+ Circles


@giovanni

Networks Compared

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Circles are a vote for peopleGoogle is looking at in!uence.


@giovanni

Networks Compared

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Circles are a vote for peopleGoogle is looking at authority.


@giovanni

Networks Compared

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Circles are a vote for peopleGoogle is looking at connections.


@giovanni

Networks Compared

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Circles are a vote for peopleGoogle is looking at memes.


@giovanni

Networks Compared

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Circles are a vote for peopleGoogle is looking at threads.


@giovanni

Networks Compared

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Circles are a vote for peopleGoogle is looking at __________.


@giovanni

Social Media Optimization

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Optimizing Your Google+ Pro!le Page


@giovanni


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Introduction/About You and Your Gallery


@giovanni


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Occupation/Employment


@giovanni


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Location, Location, Location!


@giovanni


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Get Seen!


@giovanni

Let’s talk about SEO for Facebook.


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Optimization


@giovanni

That was quick.


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Optimization


@giovanni

...but seriously.


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Optimization

@giovanni

Fort Worth InitiativeTop Ten Why’s For Events

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The Top 10 “Why’s” for Meeting Planners

@giovanni


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Networking opportunities and educational content.

@giovanni


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Enabling, participating, and encouraging that engagement.

@giovanni


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Driving attendance

@giovanni


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Mobilize registered attendees to reach out to their social networks to invite their friends/colleagues

@giovanni


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Target the ideal attendees based on their interests

@giovanni


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Allow attendees to communicate and

collaborate before and after the event

@giovanni


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Speakers will be better prepared to tailor their message to the audience

@giovanni


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Mobile applications = feeding frenzy

@giovanni


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Reviewers, evangelists, or critics of events

@giovanni


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Shape the reputation of your events and your organization


@giovanni


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Building Engagement


@giovanni


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Communication Strategy


@giovanni


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Communication Strategy


@giovanni

Integrating Facebook

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Get Your Brand!


@giovanni


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Pages NOT Pro!les


@giovanni


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Promote Your Page Of"ine


@giovanni


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Facebook Ads“Why do you “Like” brands on Facebook?

• Brand Invitation or Ad - 75%•Friend Inviting - 59%•Personal Research - 49%


@giovanni


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Facebook AdsDesign > Text & Image


@giovanni


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Facebook AdsTargeting


@giovanni


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Facebook AdsSet Daily Budget & Pricing


@giovanni


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Facebook AdsReview & Pay

@giovanni


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Twitter


@giovanni

Section 3

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Best Practices For Twitter

Use a photo of yourself that’s interesting

Follow people that YOU think are interesting, not just b/c everyone else is following them.

Mix in SOME personal information

Don’t SPAM - Bring value

Use twitter search to find others

Join the conversation! use the @ sign before another person’s name to get their attention

Most importantly - create and build relationships


@giovanni

Section 3

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Best Practices For Twitter

Establish twitter accounts for specific demographicsGrow your twitter follower list firstPopulate twitter streams with relevant content using Twitter Feed or Ping.fm

Use innovative ways to get them to follow and friend you on facebookSweepstakes are terrific


@giovanni

Section 3

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Twitter For Events


@giovanni

Section 3

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What Is Twitter Good For?


@giovanni

Section 3

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Applications


@giovanni

Section 3

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Applications

@giovanni


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YouTube & Flickr


@giovanni

My Weapons Of Choice

Section 4

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Photos/Video


@giovanni

Canon 5DCanon 7DCanon T2i (T3i)Canon G12GoPro HDiPhone

Section 4

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Equipment


@giovanni

Section 4

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Before


@giovanni

Section 4

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Before

Passion: “I have never had a job I was not passionate about.” - Kurt Podeszwa (Camp For All), SchipulCon in the speaker room.

If you are not passionate about what you’re doing, stop.

I’m serious.

Just stop.


@giovanni

Section 4

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Before

Build Relationships


@giovanni

Section 4

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We need to reset our expectations

Anyone who says social media is free doesn’t know squat about running an effective social media campaign.


@giovanni

Section 4

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FOR EXAMPLE: Building a portfolio (translated: work, write, create, or shoot for free sometimes.)

But, DO NOT establish the value for your product/services at $0.00. NEVER be available for anyone for free when THEY request your time. NEVER.



@giovanni

Section 4

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Easy enough (kind of) if you are doing this for your own brand. But if you have employees or a vendor doing this for you, it just stopped being “free”.



@giovanni

Section 4

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Photography as a Social Tool


@giovanni

Section 4

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Photos on Google+


@giovanni

Section 4

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Photos on Facebook


@giovanni

Section 4

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Photos on Pinterest


@giovanni

Section 4

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Photos on Instagram


@giovanni

Section 4

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iPhoto Metadata


@giovanni

Section 4

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Aperture Metadata


@giovanni

Section 4

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What the user sees on Google+


@giovanni

Section 4

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What the user sees on Facebook


@giovanni

Video SEO

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How About Video?


@giovanni

Video SEO

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How About Video?


@giovanni

Video SEO

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How About Video?


@giovanni

Video SEO

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How About Video?Video SEO Ranking Factors

-Title-Description-Tags-Views-Ratings-Playlist Additions-Inbound Links-Relevance of content-Flagging/Favorites-Shares/Embeds-Onsite Links-Comments-Age of VIdeo-Channel Views-Subscribers


@giovanni

This is where I have to prove that stuff works.

Almost Over

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Put Your Money Where Your Mouth Is


@giovanni


Almost Over

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@giovanni


Almost Over

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@giovanni


Almost Over

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@giovanni


Almost Over

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@giovanni

But can you repeat it?

Almost Over

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@giovanni

But can you repeat it?

Almost Over

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@giovanni

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Questions?

Questions?

Thank You


@giovanni

08.14 Integrating Social Media with Email Marketing (Gravity Center) Plano, TX

08.15 YouTube Basics for Business (ROSMB) Dallas, TX

08.25 Social Media as the Photographer’s Game-Changer (PhotoAct 2012) Santa Barbara, CA

09.07 DFW Social Media Summit (DallasDrupal.org) Garland, TX

09.11 YouTube and Online Video Basics for Tech Start-ups (Gravity Center) Plano, TX

09.19 Facebook Advertising Basics for a Stellar Holiday Sales Season (ROSMB) Dallas, TX

more dates at http://LiveLoudTX.tumblr.com

Upcoming Talks

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http://gravitycentredallas.com/




http://www.meetup.com/rowdfw/








http://LiveLoudTX.tumblr.com

http://LiveLoudTX.tumblr.com


@giovanni

Thank You

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Giovanni [email protected]://LiveLoudTexas.com

google+: http://LiveLoudTexas.com/plusfacebook: http://www.facebook.com/LiveLoudTexaslinkedin: http://linkedin.com/in/LiveLoudTXtumblr: http://LiveLoudTX.tumblr.com twitter: http://twitter.com/giovanniyoutube: http://youtube.com/LiveLoudTX

http://LiveLoudTexas.com/preso

Download this presentation!

mailto:[email protected]

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it's all about social media - fort worth initiative

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