Apres-Cyber - The Data Dilemma: Bridging Offensive Operations and Machine Lea...
Winning building 201_all_day
1. Go Social
Winning and
Building Business
Online 201
#gosocial201
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
2. November 2009 Now
Wine consumer with a vision Three businesses
Unknown in wine blogging
community
Ranked in top 25 for traffic, top
10 for engagement and top 5 for
link backs – in the country
0 page views per month Close to 20,000 page views per
month
0 Facebook fans 5000 Facebook fans
0 LinkedIn connections 2500 local connections
0 Twitter followers 10300 Twitter followers
0 YouTube Videos 160 Videos (20,000 views)
0 Blog posts 500 posts
The Story from click to mortar
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
5. Facebook
Facebook is all about ENGAGEMENT
2-5 posts per day
Photos
Questions
• How many times does a person blink in a minute?
Ask for likes, comments, shares
• Like to welcome the new guy to Nectar
Respond to Comments
Study Insights (more on this later)
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
6. Facebook
NEW CHANGES – Say goodbye to EdgeRank
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Story Bumping
Last Actor
*Still an algorithm that requires activity and engagement
7. Twitter
Twitter is all about CONVERSATION
Conversation most important
• Talk to people
• Respond to questions
• Be reciprocal
Content is most important
• Create or curate
Use Hashtags
Search
Activity
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
8. LinkedIn
LinkedIn is all about PROFESSIONALS
Think Search Engine Optimization
Complete your profile
Make connections
Endorse people
Occasional updates
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
9. Pinterest
Pinterest is all about PICTURES
Create boards
Follow users
Use search (content, hashtags)
Brand your boards
Think visual Twitter
Strong web presence
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
10. Google Plus
Google + is all about PASSIONS
Claim your space
Complete your profile
Focus updates on key words
Update occasionally
*Can quickly grow this network and can be very valuable to be active
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
11. Instagram
Google + is all about PHOTOS
Complete your profile
Post pictures and video of your product
Share employee in action photos
Give sneak peek of events or products
Show people enjoying your establishment
Create short commercials
Video of activity in your business
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
12. Goal Based Strategy
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“Without clear, written
goals, you will not achieve
clear sustainable success.”
15. Managing Efficiency
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
1. Set aside dedicated time
2. OR hire dedicated support
3. Use management tools
4. Establish clear processes
5. Set company policy/guidelines
6. Set goals
7. Excel where you can
16. What to Measure
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“It doesn’t matter how many friends, followers,
or subscribers you have. Or even the number of
posts, tweets, or follower to following ratio!.
What matters is everything that happens after
you post, tweet, blog, share, or participate. Did
you grab attention? Did you deliver delight?
Initiate a discussion? Cause people to take
action? DID YOU PROVIDE VALUE?!
-Avinash Kaushik (Analytics Legend)
17. What to Measure
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
1. Conversion Rate (Comments, Engagement)
2. Word of Mouth (Sharing)
3. Endorsement (Liking, Pinning, Retweeting)
4. Reach (Brand Impressions)
5. Return on Investment
18. Intentional Growth
MANAGEMENT + MEASUREMENT + GROWTH
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Develop campaigns, test
and trial, experiment. You
wouldn’t spend a few
thousand dollars on a TV
spot without thinking
trough the goals,
objectives, message, etc.
19. The Value of a Fan
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
23. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“Social media will steal
your time if you don’t set
defined objectives and
strategy.”
MANAGEMENT
24. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook
admin panel
gives you
valuable
insight for
managing your
account
MANAGEMENT
25. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Pages
Manager App
helps you
manage site(s)
from mobile
devices
MANAGEMENT
33. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
6 sure fire engagement posts
GROWTH
1. Solve a problem…
One little-known way to clean your makeup
brushes: Soak them in vinegar and
hot water
One little-known way to save a wet cell
phone: Leave it in rice to absorb
the moisture
One little-known way to get boys to wash
their hands: Put Lego pieces in
their soap dispenser to make it
more appealing
34. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
6 sure fire engagement posts
GROWTH
2. Caption this…
3. Fill in the blank…
Fill in the blank. “My New Years Eve must-
have is ______”
Fill in the blank. “My Monday morning
must-have is ______”
Fill in the blank. “My camping trip must-
have is ______”
35. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
6 sure fire engagement posts
GROWTH
4. Like for option 1,
comment for option 2…
Which is your favorite type of date movie?
“Like” for comedy. “Share” for romance.
What is your perfect Friday night? “Like” for
a quiet night at home. “Share” for a wild
night of partying.
“Like” for IPhone. “Share” for Android.
36. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
6 sure fire engagement posts
GROWTH
5. Like if you…
“Like” if you love blueberries in the
summertime!
“Like” if you are excited for our new Fall
fashion line-up!
“Like” if you’re going to an epic Superbowl
party this year!
37. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
6 sure fire engagement posts
GROWTH
6. Remember when…
Remember when the kids in Saved by the
Bell seemed old?
Remember when you had to actually
remember your friend’s phone numbers?
Remember when going to your friends house
across the street felt like an adventure?
38. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
“Placing ads on Facebook
provides one of the most
targeted advertising
opportunities today”
GROWTH
41. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Promote page in
general, will also
include sponsored
stories if selected
ENGAGEMENT AD
Select a specific story to
draw attention and
highlight a specific
piece of content
SPONSORED STORY
More granular creative
pricing options such as
bidding for clicks
GROWTH
42. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Can boost individual posts from the admin channel too. SPONSORED STORY
GROWTH
43. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Quickly create a “LIKE” ad from the admin page too. ENGAGEMENT AD
GROWTH
44. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
Why use a Sponsored Story? As Facebook
explains, Sponsored Stories can broaden the
reach of actions your followers take. they can
also be less expensive than traditional
Facebook ads. Build your campaign design and
start split-testing to determine what the best
vehicle is for your type of advertising
46. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Designing Your Ad
1. What are your goals?
2. What is the duration?
3. What is the budget?
4. Ad Design & Targeting
5. Click through Threshold
6. Conversion Rates
Try multiple ad variations to test what works and
what doesn’t. Change one variable for testing
47. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Designing Your Ad
25 Characters. No
abbreviations or excessive
capitalization allowed
Ask question, offer value,
solve a problem, call to action
135 characters with correct
grammar, no abbreviations,
symbols or characters.
Answer what’s in it for me.
Call to action.
100px by 72px across
*TIP – use the picture area to
add words to your add. “Save
Now” “Get it Here” “Like us
today”
49. NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Facebook GROWTH
Targeting
Facebook provides
powerful targeting
features to get as
narrow of an audience
as you need
56. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
“Using Facebook as Your
Business Account can
increase your reach, and
brand impressions.”
57. Facebook
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
GROWTH
Participate in a popular thread too.
Great way to interact with people
seeking your services
82. ORGANIZE / BRAND YOUR
BOARDS and IMAGES
Showcase a personality
•Use the cover photo to brand your boards.
•Use a water mark of your brand to brand your images
•Showcase your brand personality
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Pinterest GROWTH
85. Pin It To Win It
Create a hashtag that you
can search. Encourage
participants to create
boards and pins with that
hashtag.
Create a “Pin it to Win It
Board” with a giveaway to
one of the random repins
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Pinterest GROWTH
86. Add a Facebook Tab
Allow people who interact with your Facebook tab to also interact
with your Pinterest page. The efforts of promotion you do on each
will drive growth to both. Ask people to follow your boards on your
other social networks, email and other marketing too.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Pinterest GROWTH
88. Conversion Strategy
Develop a conversion strategy. What are you going to do with that
traffic once it is on your site. Do you make it easy for users to buy
your product, download your recipe, opt in to your mailing list? If
done right, you can convert the eyeballs to dollars.
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Pinterest GROWTH
89. Think about it
Gather emails “opt in”
Buy now
Discounts for “pinners”
What is the ACTION item
NectarMedia | Nectar Tasting Room | Spokane Wine Magazine | @nectarmedia | mayhem@nectarmedia.co
Pinterest GROWTH