Leveraging the Social Ecosystem

Amplifying Timely Content

The Growth Of Social Media Users & ContentNumber of Users in 2007: 464,437,000

Number of Users in 2012: 1,430,000,000*

ComScore: http://bit.ly/Ix1cBm Search Engine Watch: http://bit.ly/Jl0B7H *Estimated

2007 2012

464,437,000

1,430,000,000

Social Media Users Worldwide

Facebook Is The Source

Facebook

• Monthly active users now total 901 million (up from 680 million a year ago).

• Daily active users are up to 526 million (up from 372 million last year).

• Monthly mobile users now total 488 million.• 300 million photos are uploaded to the site each

day.• 3.2 billion Likes and Comments are posted daily.• 125 billion friendships are forged per day.

Facebook – How It Stays Relevant

EdgeRank Algorithm – Relevancy Calculation

• Affinity: User relationship

• Weight: Type of object (Photo, Video, Link)

• Time Decay: The older the content, the lower the score

Facebook – How You Stay Relevant

• Post Photos and Videos: Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.*

• Be Seasonable and Timely: Posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day.*

• Use Bold Visuals In Ads: Top performing ads feature close-up images and a single color that stands out.

Facebook Leverage Scenario 1

Facebook Leverage Scenario 2

Facebook Leverage Scenario 3

Scenario 3: Advantages

1. Larger Reach (organic post only reach 13-16% of PAGE FANS)

2. Upgraded Insights3. Low Cost Conversions and Impressions (If done

properly)

$.30 Per Fan88.4% Conversion

Rate

Facebook: Leverage The Source

• Post photos and videos that are compelling, seasonal and relevant

• Offer Facebook Fans exclusivity and develop content that is interactive yet simple to comprehend

• Allocate advertising budget to Facebook to amplify social marketing efforts

Twitter

Tweet Half-life

Twitter is NOISEUsers 2007: 340,000 - 2,000 new users per day

Users 2012: 465,000,000 (100,000,000 active) – 1,000,000 Accounts added every day

Mediabistro http://bit.ly/I6Vme8

44% Follow because it was suggested by Twitter

69% follow because it was suggested by friends

31% follow because of promotions

Facts:

Only 1.63% of all retweets happen in the second hour

Only 0.94% in the third hour

97% of all replies happen within the first hour.

So How Does All My Hard Work Get

Noticed?

Self - Serve

Self - Serve

Leveraging Twitter – Organic Launch

• Find a unused content launch date– Days to Avoid: major sporting events, holidays,

entertainment award shows, popular TV show premiers, popular movie premiers, Tuesdays (DVD, Book, Music releases) & Fridays (Movie Premiers)

• Create tweets using topical and relevant hashtags and measurable hyperlinks– 7 days of tweets at 23 per day (161 planned tweets)

• Identify appropriate time zones for largest audience• Do not redundantly repost (auto removes from

Twitter)

Leveraging Twitter – Advertising Launch

• Allocate advertising budget to promote your tweets for 7 days

• Allocate budget to promote your profile to follow• Analyze results via link analytics, hashtag usage

and follower growth for both Advertising and Organic efforts

• Your Goals Should be: – Follower Increase– Increased Click-Throughs– Hashtag Usage– Trending Topic (regional and globally)

Break Through The NOISE

1. Stop wasting time and resources on pure organic trend creation

2. Amplify positive brand and trending conversations

3. Strategically use Twitter advertising to save time and resources while increasing your odds to trend

Key Takeaways for Twitter Campaigns