Geary LSF Social Media

TABLE OF CONTENTS

Why is social media

important

Exercise: Create a social

content strategy

Management & Tracking

WHY IS SOCIAL MEDIA IMPORTANT?

BUILD YOUR BRAND

SOCIAL SIGNALS TO SUPPORT SEO

Likes

Shares

@mentions

Followers

Google + Circles

Note: Many of the search results from Facebook & Twitter are restricted

REACH A NEW AUDIENCE / FIND YOUR AUDIENCE

EXERCISE:CREATING A SOCIAL CONTENT STRATEGY

WHERE TO START? DEVELOP A PLAN!

Create a content strategy. You can’t have a social media strategy without a content strategy.

Determine the type of business and offering Determine target audience Determine goals

Business Info B2C Business My target audience is 35 – 50 years of

age

Goals Expand the brand Become authority on new shoe

technology

THE FOOT

SOCIAL CONTENT STRATEGY EXCERSIZE

Topic Content Types

SOCIAL CONTENT STRATEGY EXCERSIZE

Topic Content Types

Shoes Informative

Accessories Guidance / How-to

Celebrity Shoes News / Trends

Question / Polls

CREATE CREATIVE CONTENT

Did you know that shoes are only worn by 50% of the worlds population? Help us change this. (Shoes + Informative)

Shoetastrophy: Oh no! Did anyone see Kim kardashians feetisode today! (Celebrity + News)

Anyone know how do walking shoes and running shoes differ? (Shoes + Question)

20% discount every Friday if you can uncover the clues @thefoot. Use #thefootclues to play (Shoe + CTA)

Note: tagging your post can be done using management software like hootsuite & Argyle Social.

MANAGEMENT & TRACKING

CHOOSING YOUR PROFILES?

Wikipedia list 199 different social media sites There are 23 types of social media sites There are 6 major types

Image Sharing Sites Social Networking Sites Microblogging Sites Blog Platforms Sites Video Sharing Sites Bookmarking Site

Choose based on your audience and your business Choose industry specific sites if possible

CHOOSING YOUR PROFILES?

Image Sharing Social Network Microblog Blog Platform

Feed Bookmarking Video Sharing

SOCIAL CONTENT TRACKER

1. Informative / News

2. Guidance / How-to

3. Call to Action4. Question / Polls

Campaign A - Shoes

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ampaign B - Accessorries

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ampaign C - Celebrity Shoes

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GOOGLE ANALYTICS TRACKING

HOW AND WHY DO SOCIAL SIGNALS IMPROVE RANKINGS?

Direct Number of people that like your brand on Facebook Number of Facebook shares Number of Twitter followers Number of tweets mentioning your brand name or including a link to your website Number of people that “have you in their circles” (Google+)

Indirect impact comes from: Increased inbound links and citations due to improved online visibility/brand

awareness Increased positive reviews (in Google Local , Yelp, etc.) due to happier customers Decreased bounce rate, higher time on site, and more repeat visitors to your

website While the direct impacts are pretty straightforward, I’ll elaborate on the indirect

impacts.

40 MOST POPULAR SOCIAL MEDIA SITES IN THE WORLD

Social Media Site Estimated Unique Monthly Visitors

Facebook 750,000,000 Social Network

Twitter 250,000,000 Micro-blog

LinkedIn 110,000,000 Social Networking for professionals

Pinterest 85,500,000 Image Sharing

Myspace 70,500,000 Social Networking for Music

Google Plus 65,000,000 Social Networking

Deviant Art 25,500,000 Social Networking for Art

Live Journal 20,500,000

Tagged 19,500,000

Orkut 17,500,000

Café Mom 12,500,000

Ning 12,000,000

Meetup 7,500,000

My Life 5,400,000

Multiply 4,000,000

23 TYPES OF SOCIAL MEDIA SITES

Blogs — Yes, your blog is a type of social media. The most popular free blogging platforms are WordPress.com, TypePad, and Blogger. I highly recommend a self-hosted site with WordPress.org installed.

Social Networking Sites — Focuses on building relationships among people with similar interests and activities. Examples: Facebook, MySpace, Friendster

Social News — Users submit and vote on news stories. Examples: Digg, PopURLs

Social Measuring — Measure the quality of submitted content. Examples: Technorati, BlogPulse

Microblogging – Differs from traditional blogging because the content is delivered in short bursts of information. Example: Twitter

Social Bookmarking — Allows users to share, organize, search bookmarks of web resources. Examples: Del.ici.ous, Diigo (formerly Furl)

Social Q&A – Users can submit or answer questions. Examples: Answers.com, Yahoo! Answers

Video Sharing — Users can upload and comment on videos. Examples: YouTube, Vimeo

Photo Sharing — Users can upload and comment on photos. Some photo-sharing sites offer a user license agreement that allows bloggers and website owners to use images. Examples: Flickr, PhotoBucket

Social Search — Some search engines have evolved beyond providing search results into to a social media communities where users can create profiles and interact through email groups. Examples: Google, Yahoo!

Professional Networks — This type of social media site is a virtual Rolodex, enabling business professionals to recommend one another, share information about industry-related events, post resumes, and other features. Examples: LinkedIn, Plaxo

Niche Communities — Niche networking has grown beyond the message boards of old into full-fledged communities. There is no “leader of the pack” in this category, but here is a list of social media niche sites maintained by Traffikd.

Social Email – Newly released Google Buzz has transformed Gmail into a stream of consciousness for email contacts. Always the educator, Darren Rowse of ProBlogger has been conducting a great series with his Buzz followers as we all learn this thing together. If you’re new to Google Buzz or interested in giving it a go, I suggest you follow Darren.

Comment Communities - Disqus Regional Social Media Podcasting Communities - Blubrry.com Blog Networks - Gawker Blogging Communities - BlogHer Presentation-sharing Sites - SlideShare Content-driven Communities - Wikipedia. Product-based Communities Ebay and Amazon.com. Review & Recommendation Sites TripAdvisor Social Media Sites that Defy Squidoo What other types of social media sites are you aware of? List

them in the comments. Also, please share which types you prefer and how you use them.

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THANK YOU

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www.gearylsf.com