chef: social media bootcamp
TRANSCRIPT
SOCIAL MEDIA BOOTCAMP
IN THE BEGINNING
IN THE BEGINNING
• Publicize URL
IN THE BEGINNING
• Publicize URL• Listed in directories
IN THE BEGINNING
• Publicize URL• Listed in directories• Write SEO content
IN THE BEGINNING
• Publicize URL• Listed in directories• Write SEO content• Paid search results on
search engines
IN THE BEGINNING
• Publicize URL• Listed in directories• Write SEO content• Paid search results on
search engines• Banner ads
ENTER: BLOGS
BLOGS
• Could replace main site, or supplement
BLOGS
• Could replace main site, or supplement
• Site marketing techniques still apply
BLOGS
• Could replace main site, or supplement
• Site marketing techniques still apply
• *Improved reach via RSS feeds
BLOGS
• Could replace main site, or supplement
• Site marketing techniques still apply
• *Improved reach via RSS feeds
• *More interaction via comments
BLOGS
• Could replace main site, or supplement
• Site marketing techniques still apply
• *Improved reach via RSS feeds
• *More interaction via comments
• *Authenticity of voice, author identity
ENTER: SOCIAL MEDIA
MEET JONAH PERETTI
ON CHARLIE ROSE APRIL 19, 2012
C0-FOUNDER of HUFFPO
FOUNDER OF BUZZFEED
EVOLUTION OF ONLINE BEHAVIOR
PORTAL ERA
EVOLUTION OF ONLINE BEHAVIOR
PORTAL ERA
SEARCH ERA
EVOLUTION OF ONLINE BEHAVIOR
PORTAL ERA
SEARCH ERA
SOCIAL ERA
SOCIAL ERA
• Social has become the new starting point
SOCIAL ERA
• Social has become the new starting point
• Shift from Google world view where everything is about Keywords and Info, dependent on SEARCH
SOCIAL ERA
• Social has become the new starting point
• Shift from Google world view where everything is about Keywords and Info, dependent on SEARCH
• Shift to Facebook worldview, about emotion, human interaction, sharing.
HUFFPO: SEARCH, SEO
BUZZFEED: LOL, WTF
UPWORTHY!
THE BIG TWO
SOCIAL MEDIA
• Everyone is on equal footing, comment 2 comment
SOCIAL MEDIA
• Everyone is on equal footing, comment 2 comment
• Become member of a community
SOCIAL MEDIA
• Everyone is on equal footing, comment 2 comment
• Become member of a community
• *Creating a funnel (up to 25% traffic and growing)
SOCIAL MEDIA
• Everyone is on equal footing, comment 2 comment
• Become member of a community
• *Creating a funnel (up to 25% traffic and growing)
• *Possibility for content to go Viral
• Microblog (140 Characters) links, hashtags, etc.
• Microblog (140 Characters) links, hashtags, etc.
• Simple & Public
• Microblog (140 Characters) links, hashtags, etc.
• Simple & Public • Broadcast from one-to-
many
• Microblog (140 Characters) links, hashtags, etc.
• Simple & Public • Broadcast from one-to-
many• Viral Potential
(ReTweet)
YOUR PROFILE
TWITTER PROFILE
TWITTER PROFILE
TWEETING
TWEETS
• One rule to follow which is difficult to break with 140 character limit
TWEETS
• One rule to follow which is difficult to break with 140 character limit
• Keep it simple!
SAMPLE TWEETSCONTENT TWEET:
SAMPLE TWEETS
TARGETED TWEET:
WHEN, HOW MUCH?
WHEN TO TWEET?
STUDY BY: DAN ZARELLA
TWEET HOW OFTEN?
WHAT DAY OF THE WEEK?
WHAT TIME OF THE DAY?
TAKEAWAYS
• Best time to tweet Noon – 6 PM
TAKEAWAYS
• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4
TAKEAWAYS
• Best time to tweet Noon – 6 PM• Best tweet avg per hour 1 – 4• Best day to tweet midweek and weekends
WHO TO FOLLOW
FOLLOWING
• ID your target audience
FOLLOWING
• ID your target audience– Rarefied, elite strata,
especially journos and policy maker staff
FOLLOWING
• ID your target audience– Rarefied, elite strata,
especially journos and policy maker staff
– LESSON: PEOPLE ON TWITTER CHECK THEIR TWITTER MORE FREQUENTLY THAN EMAIL
FOLLOWING
• ID your target audience– Rarefied, elite strata,
especially journos and policy maker staff
• LESSON: PEOPLE ON TWITTER CHECK THEIR TWITTER MORE FREQUENTLY THAN EMAIL
• Start Following!
FOLLOWING
• How many ppl you can follow depends on how many followers you have
• 2,000 is the limit, unless you have a good following
• Technically unable to follow more than 1,000 a day
• Key is not to be spammy
FOLLOWING JOURNOS
FOLLOWING JOURNOS
FOLLOWING JOURNOS
FOLLOWING JOURNOS
FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists
FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold
FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold– Targeted tweeting as above
FOLLOWING JOURNOS
• List building: you can only have up to 20 Lists• Purpose of building lists is two-fold– Targeted tweeting as above– Direct Messaging. You can check your Twitter
account for recent followers. If a journalist followed you back, which happens often, you can DM them immediately. Again, journos are much more responsive on Twitter than email.
FACEBOOK IS KING
FACEBOOK IS KING
• Varied content (links, videos, images, updates)
FACEBOOK IS KING
• Varied content (links, videos, images, updates)
• Distinct Pages for biz or orgs
FACEBOOK IS KING
• Varied content (links, videos, images, updates)
• Distinct Pages for biz or orgs
• EVERYONE YOU KNOW IS THERE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
FACEBOOK PAGE
PAGE BUILDING TIPS
• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.
PAGE BUILDING TIPS
• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.
• Profile photo is the extension of your brand and should stay the same. This will be the image that appears in your followers’ timelines next to your posts.
PAGE BUILDING TIPS
• Make your banner image compelling (shots of people – faces in particular – are better). Try changing it up for events or special campaigns.
• Profile photo is the extension of your brand and should stay the same. This will be the image that appears in your followers’ timelines next to your posts.
• Include as many links as possible to your site in your About Us section.
PAGE BUILDING TIPS cont.
• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.
PAGE BUILDING TIPS cont.
• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.
• Building out your timeline doesn’t have to be limited to organizational milestones, these can be other historical events that are relevant to your work. (e.g. Citizens United ruling).
PAGE BUILDING TIPS cont.
• Build out your tabs for newsletter sign-ups, a Twitter feed, etc. Default tabs include Likes, Map, and Events.
• Building out your timeline doesn’t have to be limited to organizational milestones, these can be other historical events that are relevant to your work. (e.g. Citizens United ruling).
• Add other pages, allies to your Page Favorites.
POSTING TIPS
HOW NOT TO POST
HOW NOT TO POST
HOW NOT TO POST
HOW NOT TO POST
HOW NOT TO POST
HOW TO POST BETTER
HOW TO POST BETTER
HOW TO POST BETTER
HOW TO POST BETTER
WHEN, HOW MUCH?
WHAT DAY TO POST?
STUDY BY: DAN ZARELLA
WHAT TIME TO POST?
STUDY BY: DAN ZARELLA
HOW MANY POSTS PER DAY?
STUDY BY: DAN ZARELLA
TAKEAWAYS
• Best day to post? Saturday
TAKEAWAYS
• Best day to post? Saturday• Best time to post? Noon to 7
TAKEAWAYS
• Best day to post? Saturday• Best time to post? Noon to 7• Posts per day? 1
SOMETHING TO KEEP IN MIND
STUDY BY: DAN ZARELLA
QUESTIONS?