it's all about social media - fort worth initiative

Fort Worth Initiative

@giovanni

July 25, 2012

Social MediaIt’s All About Social Media

It’s All About Social Media

@giovanni

Fort Worth InitiativeThank You!

@giovanni

About @giovanni

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

Starting With The End In Mind

@giovanni

What are we dealing with here?

@giovanni

Do you have a plan?

@giovanni

Do you have a plan?

@giovanni

Do you have a plan?

@giovanni

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

Do you have a plan?

INBOUND MARKETING

Media Coverage

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

@giovanni

Do you have a plan?

@giovanni

Do you have a plan?

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

@giovanni

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

What *really* drives traf!c?

@giovanni

How Will They Find Your Event?

YouTubeFlickrLast.fmVimeoOthers

FacebookTwitterLinkedInAll Others

@giovanni

EmailFacebookFlickrFoursquareGoogle+TumblrTwitterWordpressYouTube

Tools Of The Trade

@giovanni

Touch Points

Newsletters

Public Speaking

Tradeshows

Seminars

In-Store Experiences

Training

Client Services

Forms & Documents

On-Site Support Team

Delivery Drivers

Social Networks

Industry GroupsPromotions

Advertising

Press Releases

Website

Meetups

Comments

Build Your Email List!

@giovanni

Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight

Tools Of The Trade

@giovanni

Tools Of The Trade

@giovanni

Tools Of The Trade

@giovanni

Fort Worth InitiativeSection 1

SEO 101: The Very Basics

@giovanni

click thrus | humans

keywords & phrases | humans

back links | search engines

anchor text | search engines

@giovanni

Keywords

How Google Works

(Simpli!ed)

@giovanni

Keyword Research

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

@giovanni

Keyword Research

@giovanni

Keyword Research

@giovanni

Using Your Keywords

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

The Secret Formula

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

@giovanni

Facebook & Google+

@giovanni

PR > WOM > Marketing > Advertising

Social Media > SEO > Email Marketing > PPC

Social Currency

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

PR & Social Media Deal In The Same Currency

@giovanni

What Did Facebook Do Right?

@giovanni

What Did Facebook NOT Do Right?

@giovanni

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

@giovanni

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

@giovanni

And the crowd went wild.

@giovanni

Google+ Launches Public Beta 6/2011

@giovanni

Google+ Invites Start Pouring In

@giovanni

16 days

@giovanni

120 days

53 Million +

@giovanni

And then lots of them left.

@giovanni

Audience Size

April, 2012

Facebook 901 MillionGoogle+ 240 MillionTwitter 210 Million

@giovanni

Networks Compared

Facebook Friends Lists - Closed

@giovanni

Networks Compared

Facebook Friends Lists - Cannot Be Optimized

@giovanni

Networks Compared

Twitter Lists Are A Vote For People

@giovanni

Networks Compared

Google+ Circles

@giovanni

Networks Compared

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

@giovanni

Networks Compared

Circles are a vote for peopleGoogle is looking at authority.

@giovanni

Networks Compared

Circles are a vote for peopleGoogle is looking at connections.

@giovanni

Networks Compared

Circles are a vote for peopleGoogle is looking at memes.

@giovanni

Networks Compared

Circles are a vote for peopleGoogle is looking at threads.

@giovanni

Networks Compared

Circles are a vote for peopleGoogle is looking at __________.

@giovanni

Social Media Optimization

Optimizing Your Google+ Pro!le Page

@giovanni

Introduction/About You and Your Gallery

@giovanni

Occupation/Employment

@giovanni

Location, Location, Location!

@giovanni

Get Seen!

@giovanni

Let’s talk about SEO for Facebook.

Optimization

@giovanni

That was quick.

Optimization

@giovanni

...but seriously.

Optimization

@giovanni

Fort Worth InitiativeTop Ten Why’s For Events

The Top 10 “Why’s” for Meeting Planners

@giovanni

Networking opportunities and educational content.

@giovanni

Enabling, participating, and encouraging that engagement.

@giovanni

Driving attendance

@giovanni

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

@giovanni

Target the ideal attendees based on their interests

@giovanni

Allow attendees to communicate and

collaborate before and after the event

@giovanni

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

@giovanni

Mobile applications = feeding frenzy

@giovanni

Reviewers, evangelists, or critics of events

@giovanni

Shape the reputation of your events and your organization

@giovanni

Building Engagement

@giovanni

Communication Strategy

@giovanni

Communication Strategy

@giovanni

Integrating Facebook

Get Your Brand!

@giovanni

Pages NOT Pro!les

@giovanni

Promote Your Page Of"ine

@giovanni

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

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

@giovanni

Facebook AdsDesign > Text & Image

@giovanni

Facebook AdsTargeting

@giovanni

Facebook AdsSet Daily Budget & Pricing

@giovanni

Facebook AdsReview & Pay

@giovanni

Twitter

@giovanni

Section 3

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

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

Twitter For Events

@giovanni

Section 3

What Is Twitter Good For?

@giovanni

Section 3

Applications

@giovanni

Section 3

Applications

@giovanni

YouTube & Flickr

@giovanni

My Weapons Of Choice

Section 4

Photos/Video

@giovanni

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

Section 4

Equipment

@giovanni

Section 4

Before

@giovanni

Section 4

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

Before

Build Relationships

@giovanni

Section 4

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

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

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

Photography as a Social Tool

@giovanni

Section 4

Photos on Google+

@giovanni

Section 4

Photos on Facebook

@giovanni

Section 4

Photos on Pinterest

@giovanni

Section 4

Photos on Instagram

@giovanni

Section 4

iPhoto Metadata

@giovanni

Section 4

Aperture Metadata

@giovanni

Section 4

What the user sees on Google+

@giovanni

Section 4

What the user sees on Facebook

@giovanni

Video SEO

How About Video?

@giovanni

Video SEO

How About Video?

@giovanni

Video SEO

How About Video?

@giovanni

Video SEO

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

Put Your Money Where Your Mouth Is

@giovanni

Almost Over

@giovanni

Almost Over

@giovanni

Almost Over

@giovanni

Almost Over

@giovanni

But can you repeat it?

Almost Over

@giovanni

But can you repeat it?

Almost Over

@giovanni

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

@giovanni

Thank You

Giovanni Galluccigiovanni@LiveLoudTexas.com469.682.6978http://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

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