part 3 - social media strategies 201 at seattle's school of visual concepts

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www.social3i.com || Seattle Washington

School of Visual ConceptsSocial Media Strategies and Programs for Marketers - 201 Level

Section 3May 18, 2011Andy Boyer & the Social3i Team

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Agenda

9:15 Section 1: Social Media 201 Overview• Going past Facebook Walls, Twitter and YouTube• Questions we get asked a lot

10:15 Break10:30 Case Study: RealNetworks - Reality TV, Streaming Video and the Real-Time Web

• What RealNetworks is doing in the hot online video space right now• How RealNetworks has embraced social media as a means to connect

with a highly engaged audience.• RealityNation.com• Overview of the Challenges and Opportunities RealNetworks is finding

while working with Social Media 11:15 Section 2: How to Use Social Media Analytics and Measurement Tools - Xavier Jimenez 12:15 Lunch12:45 Section 3: Advanced Channel Tactics and Execution

• Advanced Wordpress setup• Facebook iFrames, • Contests • Facebook/LinkedIn Advertising

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Why Blog?

Benefits

Best Practices

Themes

Plugins

WordPress

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WordPress Benefits

- Content Management System (Blog + Website)

- Community Support

- Open Source (Plugins)

- Themes

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Best Practices

Choose Wisely. Both Themes and Plugins- Limit Amount of Plugins- Use Reputable Companies /

Developers

Posting Strategies- Develop Voice or Voices (Multiple

Authors)- Consistency with Voice and Timing- Write for the Web (bullets, images,

video)

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WordPress Themes

Automatic (Company that owns WordPress)

ThemeForest.net (Catalog of Themes)

WooThemes (Quality Developer)

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Useful Plugins

Akismet (Spam)

All-in-One SEO (Search Engine Optimization)

Google XML Sitemaps (SEO)

WP Super Cache (Speed)

Disqus (Social Commenting)

Google Analytics for WordPress (Track Stats on Authors, Categories, Post Types, etc)

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Best Practices

Posting Strategies

EdgeRank

Contests & Promotions

Tabs (iFrames)

Applications

Facebook

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Posts 80 Characters or less in length have 27% Higher engagement rates.

Short and Sweet

Engagement Rates are 3X Higher for Brands that used a full URL

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Brands that post outside of business hours have 20% Higher engagement rates.

Post Timing

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The most effective engagement rates for days of the week varies highly on vertical and industry. TEST… TEST… TEST

Day of Week Posting

Takeaway - People are on Facebook when they are not working, or don’t want to be working.

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Keep It Simple. Fans Follow instructions well.

Action Keywords

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Softer is Better. Fans Follow instructions well.

Promotional Keywords

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Don’t Ask Why. Ask Where, When, Would and Should.

Interrogative Keywords

Posts that end with a question have a 15% higher engagement rate.?

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Affinity - How often you interact on Facebook with that particular user

Time - How old the published post is, and how the time elapsed between interactions

Weight - Past interactions on that particular type of content. Each type is weighted differently.

Facebook EdgeRank

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Contests & Promotions

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Contests & Promotions

Sweepstakes

Coupons

User Generated Contests (Crowdsourcing)

Product Giveaways

Trivia & Quizzes

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Contests & Promotions

Prizes

• Keep the Prize tied to the Contest

• Keep it Interesting & Worth their Time

• Multiple Winners

Viral Myth

• Status Updates & Interaction Needed

• Offline Marketing Integration

• Facebook Ads. #1 source. Sent to Contest Page

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Contests & Promotions

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Contests & Promotions

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Contests & Promotions

Hosted Contests (Dream Wedding – User Generated)

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Contests & Promotions

Donations or Payments with Status (Awareness)

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Social Advertising – Facebook

Choose your audience by location, age and interests.

Choose to pay only when people click (CPC) or see your ad (CPM).

Connect with more than 500 million potential customers.

Promote your Facebook Page or website.

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Social Advertising – Twitter

“Promoted Tweets are offered on a Cost-per-Engagement (CPE) basis, so you only pay when a user Retweets, replies to, clicks on or favorites your Promoted Tweet. Retweeted impressions by engaged users are free.

Just like regular Tweets, the ones that users engage with most tend to be insightful, conversational, fresh and timely, and crafted for sharing”

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Social Commerce

Social Advertising – LinkedIn

Target by Geography, Company, Job Title, Groups, Gender, Age and more.

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B2B vs. B2C Usage

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Building Ads – Image Optimization Tips

1) Fill Space (Horizontal 110 x 80)

2) Faces (Up-close of faces do well if relevant)

3) Relevancy

4) Branding (Add branding to image, free)

5) Clarity

6) Zoom / Scale

7) Transparent or White Background

8) Contrast with FB Colors (Stand Out)

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Building Ads – Title & Copy Optimization Tips

1) Try One Line

2) Ask Questions & Elicit Reactions (Humor)

3) Short can be better

4) Clear with Offering & Why they should care

5) Reason to Click (Coupons, Offers, Giveaways)

- #1 People Become Fans is Access to Promotions

6) Personalization in Ad Copy (Geo, Likes & Interests)

7) Tell them to “like” your brand

8) Call to Action

9) Sound like a Human not a Large Corporation

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A / B Testing

• Define Measurement & Goals (Clicks, Fans, Signup,

Sales)

• Choose a Control (Starting Ad)

• Create Test Ads. Change 1 variable (image, headline, etc)

• Test Targeting Features

• Statistical Significance (100+ clicks vs. 3)

• Run Simultaneously

• Don’t Assume FB suggested bid is correct

• Cost of Ads (Time of Year, Targeting Depth, etc)

• Optimize & Repeat!

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Social Commerce

Facebook Credits

“Facebook supports real-world transactions connecting well over 500 million users to the consumption of pretty much anything.”

“Facebook credits currently cost $5.00 for 50 credits, and so forth, and can now even be purchased at 7-Eleven, over 20,000 CoinStar machines, Wal-Mart, Best Buy, to name a few.”

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-Up to 25% of a shopper’s online time is spent on Facebook

-28% of all purchasing in last 6 months influenced by Social Media

- The Value of Facebook Fans:- 41% more likely to recommend a brand- 28% more likely to continue using them- Worth on average $136.38 in yearly sales- Spends $71.84 more per year than non Facebook Fans- Nearly 40% of users Fan a brand on Facebook for deals, AND THEN- They are 60% more likely to recommend the brand to friends

Social Commerce

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http://developers.facebook.com/docs/plugins/

Facebook Plugins for your web site

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Facebook Plugins for your web site

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iFrames & Applications

Facebook.com/Developers

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iFrames & Applications

Facebook.com/Developers

• Your Design - Own Stylesheets

• Dynamic Programming Languages (PHP, Database Pulls, etc)

• Analytics - Google Analytics, Website Optimizer

• Conversions - Testing, Tracking, Optimizing

• eCommerce, Products, Contests - Purchase directly within iFrames

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iFrames & Applications

Example [Simple] Uses

Newsletters / Email Capture

Lead Generation Forms

Product Pages

Landing & Conversion Pages

Contests, Sweepstakes

Walled Applications

Media Creatives

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Thank You

Social Commerce Sources: Social Media Today, Wildfire Interactive, Mashable, Ecwid, Forbes, Gartner , Strutta.