PRSA- search and social media collide
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How to utilize four of the core social media platforms to build brand and presence online.
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PRSA- search and social media collide
- 1. presents Search and Social Media Collide for PRSA – May 23, 2012 presented by Kathy Hokunson
- 2. Site-Seeker, Inc. 2011
- 3. Why is facebook important to search? Site-Seeker, Inc. 2011
- 4. Facebook Timeline for Brands • ALL Brand Pages will be moved to timeline March 30, 2012 • Cover allows for engaging designs, depth to the brand • Timeline tells a great story about the company & the brand • Allows for great cross promotion of all social platforms • Can make the visit more personal, more engaging, more social Site-Seeker, Inc. 2012
- 5. Activating Your Timeline Preview vs Publish Site-Seeker, Inc. 2012
- 6. Components to the Timeline for Brand • Cover • About Section • Page Apps • Messages • Highlights Fee • Pinned Posts • Friend Activity • Compose • Admin Panel Site-Seeker, Inc. 2012
- 7. Cover • DO – Visually Stunning – Intriguing – Engaging • DON’T – Create ads for your cover – Display calls to action in your cover or promote Facebook features such as “like this page” – Display purchase or pricing information Site-Seeker, Inc. 2012
- 8. Cover Examples Site-Seeker, Inc. 2012
- 9. Cover Tools Site-Seeker, Inc. 2012
- 10. About Section • Standard brand profile picture or logo • Name • Total likes • #of people talking about this • Description • Address & Contact Info for local businesses – Click about link to unfold a map Site-Seeker, Inc. 2012
- 11. Page Apps • Timeline drawback – Moved to right side of about section. – No longer able to set special default pages for people who don’t like your page yet – Limits ability to promote contests and may reduce engagement with custom apps. Site-Seeker, Inc. 2012
- 12. Highlights Site-Seeker, Inc. 2012
- 13. Pinned Posts Site-Seeker, Inc. 2012
- 14. Admin Panel Site-Seeker, Inc. 2012
- 15. Twitter Top 10 Business Tips Site-Seeker, Inc. 2011
- 16. Community Site-Seeker, Inc. 2011
- 17. Community Site-Seeker, Inc. 2011
- 18. Community Site-Seeker, Inc. 2011
- 19. Community Site-Seeker, Inc. 2011
- 20. Community Site-Seeker, Inc. 2011
- 21. Community Site-Seeker, Inc. 2011
- 22. Direct Messages (DM) Do’s Thanks for follow, with personalized message Quick private conversations offline Don’ts Automated messages to new followers selling them Automated messages asking new followers to “LIKE” your Facebook page ANY automated message, period. Site-Seeker, Inc. 2011
- 23. ReTweets (RT) • Great way to connect with people you want to engage with. • Don’t just RT. Add value to the conversation. Site-Seeker, Inc. 2011
- 24. Hash Tags (#) #bbsmc #joltbolt Site-Seeker, Inc. 2011
- 25. Consistency Engage regularly Monitor and & consistently respond Utilize tools to Establish help maintain X community consistency CONSISTENCY Site-Seeker, Inc. 2011
- 26. PUSH PULL “Pull” tweets are “Push” tweets engaging and encourage are all about me! conversation. 10% 90% PUSH PULL Site-Seeker, Inc. 2011
- 27. Building Rapport RT’s DM’s #’s Shout Outs X RAPPORT Site-Seeker, Inc. 2011
- 28. Monitor Effectiveness Resource Bonus: 1. Go to youtube.com/user/siteseekerinc 2. Find the Jolt & Bolt Playlist 3. “Measuring Social Media ROI” Site-Seeker, Inc. 2011
- 29. Management Tools Site-Seeker, Inc. 2011
- 30. Blogging Site-Seeker, Inc. 2011
- 31. Ask an expert Site-Seeker, Inc. 2011
- 32. Why blog? • Become a thought leader – look to gain a competitive advantage • It’s fresh content! • Attract prospects and engage users • It’s a business tool! Site-Seeker, Inc. 2011
- 33. 5 Experts. 5 Keys. • Content • Consistency • Form & Function • Promotion • Engagement Site-Seeker, Inc. 2011
- 34. Content Don’t target your industry. Target your audience. How to find subjects? • Google Alerts • Google Reader Get to the point! Site-Seeker, Inc. 2011
- 35. Consistency • Post often – at least twice weekly. • Consider splitting long posts into 2 shorter posts Site-Seeker, Inc. 2011
- 36. Form & Function Don’t try to be funny if you’re not funny . . Grammar, spelling . . . PLEASE! Link. And link again. Site-Seeker, Inc. 2011
- 37. Engagement Form relationships by adding something to the discussion. • Start WWIII? • Link to other relevant blog posts. Be Interactive! Site-Seeker, Inc. 2011
- 38. Promotion • Socialize… • Don’t be afraid to promote yourself! Find a community, don’t try to build one. Distribute and repurpose blog content. Site-Seeker, Inc. 2011
- 39. YouTube Site-Seeker, Inc. 2011
- 40. YouTube Playbook Download it here: http://bit.ly/uY74KF Site-Seeker, Inc. 2011
- 41. YouTube Analytics According to The new analytics will help you better understand . . . • Your content • Your audience • Your programming Site-Seeker, Inc. 2011
- 42. YouTube Analytics But what is your STRATEGY?? Site-Seeker, Inc. 2011
- 43. YouTube Analytics Getting started: • Macro to Micro • Compare Metrics • New videos and Older videos Site-Seeker, Inc. 2011
- 44. Where To Find Analytics Site-Seeker, Inc. 2011
- 45. What’s Being Reported • Views Reports – Views – Demographics – Playback Locations – Traffic Sources – Audience Retention • Engagement Reports – Subscribers – Likes and Dislikes – Favorites – Comments – Sharing Site-Seeker, Inc. 2011
- 46. Audience Retention Rates Site-Seeker, Inc. 2011
- 47. Audience Retention Rates Site-Seeker, Inc. 2011
- 48. Audience Retention Rates Site-Seeker, Inc. 2011
- 49. Audience Retention Rates Site-Seeker, Inc. 2011
- 50. Community Engagement Site-Seeker, Inc. 2011
- 51. Tagging & Optimizing Content Site-Seeker, Inc. 2011
- 52. Tagging & Optimizing Content Site-Seeker, Inc. 2011
- 53. Need more info? Site-Seeker, Inc. 2011
Notas del editor
- You should begin immediately to play with how your fan page looks in timeline. It is not an easy switch if your Facebook fan page is important to marketing your business. You need to think it through and play with the layout and images your choose. What to Pin or Highlight what to star etc. If you work with it now you can work with it in Preview mode so only you and other page admins can see it before you publish it or before Facebook automatically converts it on March 30th. When you visit the brand page as an admin you will see the message across the top. Click preview and began to design your new brand timeline
- The Cover is a great opportunity be really engaging and inviting with your Facebook fans. It offers you to use powerful imagery to tell your story and draw your community to you and your brand. Take advantage of it and change it frequently. BUT there are some rules to the road. Facebook will not allow you to use any type of ads, promotion or calls to action in your cover. And honestly, they are right. The cover should engage and draw your community in. If everyone started building HUGE ads as the cover I would never go to those pages.
- There are some free and easy tools to create really great covers. These are 5 that we found in a Mashable article and wanted to share with you.PicScatterProfile Picture MakerFace it PagesCover CanvasCover JunctionA Facebook App called Timeline Covers
- Highlights and Pinned posts are a great way to emphasize important stories and manage your timeline for the highest level of engagement.With highlights you have see a mix of stories:1) published by your page2) By your friends3) By other users that have received a lot of likes, comments and shares4) Presents a brand risk so make sure posting settings represent how you want your content organized and managed.
- We talked earlier about the new placement and lack of highlighting custom apps for contests and games and how that may diminish engagement. However the ability to pin posts will counter act that some what. You can “PIN” one post to the top of the page for 7 days. This should be some level of engagement of call to action. Test different things out and see what works.The orange flag at the top right indicates that it is a pinned post.
- The new admin panel is really nice and highlights key stats. It is now just a click a way and drops down over your page for you to view. Much more user friendly.It displays:Posts to your pageMost recent page messageNew likesInsights snapshots
- The key to any successful twitter strategy is building it around a quality community. It doesn’t matter what you say if you are not talking with the right people. Follow your industry peers and leaders, prospects, clients, news reporters(click) Here are a few tools you can use to help build out that community.
- Tweetgrader comes from Hubspot. A great tool to find top people in your area or by industry. You can also get a tweetgrader score of your twitter performance.
- What are they?Do you have to “register” your hashtag?Can you just make them up?Tools for monitoring:Hashtag.orgTwitterfall.comMonitter.comGreat how-to hashtag article at http://mashable.com/2009/05/17/twitter-hashtags/Why use them? (CLICK)Hashtags are a great way to aggregate conversations.Usinghashtags helps to track and monitor who’s sharing your info and who’s jumping in to the conversation.Helps to build community; people may follow others based on their hashtag interests.When to use them? (CLICK)Be creative:EventsContestsNews
- #6 Push Messages (click) A push message is… (quick examples)(click) #7 Pull Messages are … (quick example)Establish relationships and conversationsQuality of content should engage RT’s – give a little love get a little love(Click) A good ratio would be…PUSH 10% Engage 90%
- Everyone like to be included, thought of and noticed!
- Sign up for Klout and monitor your engagement and effectiveness. As my schedule gets busy and my twitter activity drops off I watch my score drop. It seems to effectively measure engagement. It is just one tool to understand how you are doing with engagement. (click) A review of other tools for measuring social media ROI can be found at http://youtu.be/lHiROdSMiFU
- Confession time . . . I should be blogging a lot more, but I don’t. Once I start blogging regularly it’s pretty easy and honestly it’s fun. But then I get behind and I stop and I get overwhelmed about it again. I live this vicious circle of blogging craziness. However, I know so many who won’t even start. So we decided to ask a few of our favorite bloggers about how they stay consistent and get it done.We spoke to four of our favs:Mommy blogger Nikki in Stitches. Nikki has built her small business and received incredible recognition for her efforts including two private invitations and visits to Martha Stewarts Dreamers into Doers program in NYC. She has been invited to guest blog including for the Cousin Corp blog and has been named to LaunchHer's Top 40 Women Entrepreneurs of 2011.Brian Payne and independent writer from New York City is an avid blogger and has written for a music column on Fuse called “Listen Closely”, and is a contributor to AlterNEt, 10 Listens, and One Week//OneBand.Levi Spires our own VP of OPS and blogs both personally and professionallyKevin Rowe Senior Internet Marketing Specialist for Site-Seeker who has a passion for our industry and is an avid reader and blogger and tries frequently to out blog Brian Bluff president of Site-Seeker Inc. who also contributed here.Brian Bluff:
- A lot of the push back I get when I suggest to clients that they blog is first they are overwhelmed with how and when but then the big question is Why . . Become a thought leader and expert in industry – a leg above your competitorsFresh content for your websiteProspect & User engagementAnd hard facts? Our blog is our 5th highest referrer of traffic to our website with an average time on site at 3:55 minutes and a bounce rate of 50.81%. It draws some of our highest quality traffic and engagement.
- Our 5 experts each offered us 10 tips on blogging. We decided to group them into 5 key areas of focus for when you are bloggingContentConsistencyForm & FunctionPromotionEngagement
- Don’t target your industry, target your audience:Many people write about topics in their industry, but their customers are interested in ready about their industry’s problems, solutions and ideas.(Click)How to find Subjects:-Use Google alerts to track news about important subject-Use Google reader to subscribe to different sites related to your audience and subject(Click)Get to the PointWhether by bullet points to break down important information, or putting it right there in the title of your post, get to the point and make it easy to find.
- Nikki -Post Often: Get into a posting schedule and stick to it. Post at least two times a week. Your numbers will grow faster and you will stay fresh in your readers minds.(CLICK)Consider splitting long posts into two shorter posts. Your readers attention span is not as long as you’d like to think. Plus you can link the two pieces to each other as you post them, and therby encourage your readers to look around your site a bit.(CLICK)All of our blogging experts chimed in here. Consistency and frequency are important to building a strong audience and keeping your momentum.
- Kevin Rowe: Don’ttry to befunny if you’re not funny. Kevin has made thismistake in presentations. Hisstrengthis not to stand up comedy style, it’shisknowledge. Nowhedoesn’t tell tell joke, he tells facts and uses video or illustrations to keepthings light.(Click)Brian Payne: I have to quotehimherebecausehis point iswell made: « I willjustbarely mention grammar, spelling and so on. If you’vegraduated middle schoolshould have thatfigured out. » Ouch I amguilty of thistoo. Alwaysrelying on the redsquiggly line as my guide and not usingmyownknowledge base.(Click)Levi Spires: Be a resource by linkingfromhyour blog to content that supports your message. Link again - After the article is live, comment on other blogs with similar topics.
- Brian Payne: Form relationships with the blogs you read (and your readers). Disagree with someone? Leave a comment (a thoughtful one) email them or them on Twitter. Agree? That’s good, but if you want them to take notice, don’t just say “This” or =!. You have to say something thoughtful that adds to the discussion. Build actual relationships, and all sorts of secondary benefits will follow.(Click)Kevin Rowe. Start WWIII: Not literally. But WWII was talked about for decades. So make an explosion with your topics and get a conversation started. This can be done many ways. KH: You can be polite and engaging yet controversial. A blog that is nice and gets to the point is great but you will read it, nod and move on. A blog that gets you going you will respond to and start a conversation and you will remember it and share it!Note: Controversial topics are great – when blogging for business though consider how you’re framing the “controversy” before starting a war. It may serve your corporate mission more appropriately if you present the topics, discuss the implications and explore possible outcomes and then allow your readers to comment on their more polarized opinions…(Click)KRowe: Link to other relevant blogs: This means to have links in the text to your other blog posts that are relevant to the topic.(Click)Nikki: Writing a blog and taking great pictures take time. Creating an interactive blog takes a ton of time. It’s worth it. Respond to comments. Email readers. Create relationships. Your readers will remember the extra time you take in making them feel comfortable, and they will appreciate it.
- Nikki: Socialize: Use social media to your advantage. It helps take care of a few things mentioned here …. But it’s the quickest and easiet way for your posts to be shared to readers that may not have stumbled upon your site accidentally(Click)Don’t be afraid to promote yourself: There are other, larger sites out there looking for good content ot share. Most have a simple submission form that takes less than a minute to fillout. Do it. Many only share an excerpt from your site. Make it a great one. Great enough for readers to click the “read more” link, and become your newest fans.(Click)KRowe: Find a community don’t try to build one: there are a number of communities that group toghether on forums, blogs and social sites. Get invited or jump in. Then get your blog noticed in that community(Click)BB: Distribute / Repurpose Blog content: Tweet it, Integrate into Linkedin and FB via apps, use your update to notify your comminity create a related video of you talking about your post. Turn it into a presentation or pdf and upload it to slideshare
- YouTube has created a fantastic tool called the YouTube playbook. Much of todays content originated from the YouTube Playbook. It is an in-depth guide created by YouTube to fully understand the concepts of a successful YouTube strategy, content creation, engagement and analytics.
- Becoming fluent in YouTube Analytics takes time and practice. There is not quick tutorial or magic bullet that will make you an expert. You will need to spend some time digging around and understanding what the numbers say. But as you become more comfortable with interpreting the data it will really help guide your content. What you talk about, how you talk about it and how frequently. Your audience – what engages them, what keeps them watcing, what gets them to subscribe or favorite a video and most importantly what keeps them coming back for more?
- To really fully understand YouTube analytics your really need to have a strategy or goals. How well you are engaging and with what content won’t mean much if you don’t have a strategy or goal in place. Maybe the most viewed and shared video is the “elf yourself” christmas card you did of the support team. While that is fun it certainly would not support a growth strategy for building customers.
- Start with large time frames and look for areas of interest or peaks and valleys. Then dig into those specific dates or videos to learn more.Compare changes for different metrics against each other to understand the relationships behind themDon’t stay focused on just your new videos. Look at the older videos to see how they did perform, how they are currently performing and for those with staying power why? What can you learn to apply moving forward
- On your channel home page click on settings, then on the next page the analytics button appears In the nav under the YouTube logo
- The first 15 seconds of the video can make or break the success of the video. It doesn’t matter how good the content is at the end if you can’t get them there. This analytic tool will help you to understand what keeps them and what loses them.
- The first 15 seconds of the video can make or break the success of the video. It doesn’t matter how good the content is at the end if you can’t get them there. This analytic tool will help you to understand what keeps them and what loses them.
- The two videos I have highlighted here from our channel our two of our highest viewed videos they each have over 600 views. The F8 Update Interview with Phil has 761 views since 9/20/2011 but has very low retention rate. However it has EXCELLENT content. This video has 601 views since 8/17/201 and has very high user retention rate. However the content in Social media for Business is not great but the video is fast fun and entertaining. Soooo clearly we need to find a way to ramp up the engagement of our interviews to get people to the good content.
- The two videos I have highlighted here from our channel our two of our highest viewed videos they each have over 600 views. The F8 Update Interview with Phil has 761 views since 9/20/2011 but has very low retention rate. However it has EXCELLENT content. This video has 601 views since 8/17/201 and has very high user retention rate. However the content in Social media for Business is not great but the video is fast fun and entertaining. Soooo clearly we need to find a way to ramp up the engagement of our interviews to get people to the good content.
- If you get users to your channel even just once you need to do everything you can to engage those users and bring them back. Effective use of annotations and calls to action can help increase user engagement. Measure which tools work best, run tests and constantly work to improve user engagement through the tools provided in YouTube. Understanding their effectiveness can help you gain strong mometum with your YouTube channel.
- Traffic Sources are a great way to understand and see if your videos are being indexed and if you are driving traffic for them. In preparing for this webinar it was clear we had not done a very good job of optimizing our videos for search. Here you see the traffic sources for our Measuring Social Media ROI Jolt & Bolt. We only had one view from Google search
- And when you look at the description and the tags, you can see why. Very basic and not done well to draw in those long tail high level queries.
- BRIANContact Kathy with any questions or comments:Kathy HokunsonVice President Sales & Marketing860-263-0361kathyhokunson@site-seeker.comLinkedin.com/in/kathyhokunsonSite-Seeker.com