1. "I don’t go to news anymore.
News comes to me”
- Digital Summit 2012
2.
3. Topics Covered
• Mobile • Usability
• Social • Online Advertising
• Online video • Email
• Customer engagement • SEO
4. GENERAL TAKEAWAYS
• Brands are using social to talk directly to customers
– Move beyond one directional broadcast style
• Brands should doing long-term engagement vs. "campaigns"
– It's not something you check off your to-do list
• Engagement is 50% higher when brands reach fans on
multiple social networks (Twitter, Facebook, etc.)
5. GENERAL TAKEAWAYS
• Make a fan feel special by coming to their rescue, solving
problems, answering their questions
– 44% of brands respond to issues on social channels.
• Helps builds credibility and trust.
• Show your appreciation
– Reward your fans with “stuff”
• Two things people want on social networks from big brands:
1. Discounts
2. Entertainment info
6. GENERAL TAKEAWAYS
• Be agile
– Don‘t spend so much time worrying about every
detail at the expense of missing out on benefits
10. MOBILE
• 480 million mobile Facebook users
• Average person looks at their phone 150x/day
• The avg. email is opened 48 hrs. after it’s sent
– The avg. text is opened 4 minutes after sent
• (that’s 720x faster than an email)
• 83% of people sleep next to their smartphones
• 60 minutes: time it takes to realize you left your wallet behind
• 15 minutes: time it takes to realize you left your phone behind
• 15% of children < age 11 own a mobile phone
– NOT MINE!!!!
11. FACEBOOK
o Best days/times for maximum engagement
1. Midnight Sunday
2. Midnight Monday
3. 10 pm Friday
4. 11 pm Tuesday
o Sunday get 32% more interactions than weekdays
o Recognize the power of the weekend/evenings
o More laptop/desktop users weekends & evenings than on mobile
12. FACEBOOK
WHAT TO POST:
Most engaged posts:
o LOW cognitive requirements / HIGH emotional value
o Fans want to FEEL - not think
“Edgerank”:
Facebook’s algorithm
Influenced by “Likes” “Comments” “Shares”
14. FACEBOOK
IMAGES
• Images ARE content!
• Images that work well
– Captions with 14 words or less
– Orange or red (due to contrast with blue page)
– Cute photos (i.e. puppies)
– Implied motion
• Videos: 10x more likely to be shared than links
• Photos: 5x more likely to be shared than links
• Think mobile/thumbnail when selecting images
– High detail photos won’t look good on mobile devices.
16. TWITTER
• 1 billion tweets every 3 days
• Engagement is key
• People now expect to interact w/brands via
Twitter
– Ask questions
– Give compliments
– File complaints
19. PINTEREST
– Longer shelf life than Facebook/Twitter
• Make sure your content is long-lasting
– Deep engagement /high trust
– Positive and aspirational
– 80% dominated by women
20. Pinterest as page view driver
AJC Pinterest page links to: AJC Travel page
21. Pinterest as page view driver
AJC PRR Pinterest links to: AJC PRR page
22. GOOGLE PLUS
• Influences SEO
• Consider Google+ “Hangouts” – live web chat
• G+ is the “thread across all Google products”
• Five billion “Plus Ones” per day
• Integrate with Google+ with putting a plus badge on your site
23. SEO
• Lots of SEO geek-speak
• SEO is still important. It’s NOT dead!!!
• AJC’s traffic from SEO:
• AJC = 21%
• accessAtlanta = 66%
• Ajchomefinder = 75%
• AJCCars = 67%
• AJCJobs = 67%
• AJCClassified = 67%
• We STILL need to optimize our headlines & content for SEO
24. What’s this mean for AJC?
• “News comes to me”
– New generation of headline writing
• Readers “expect” to communicate with us via social
• Social media platform lines aren’t solid
– Cross-pollination is optimal
• Fail fast
– Experimenting yields “aha” moments
