omi afternoon workshop at ses 2009 with hallie janssen of anvil media inc
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OMI afternoon workshop at SES 2009 with Hallie Janssen of Anvil Media Inc.TRANSCRIPT
A How-To Guide to Social MediaAugust 10, 2009
Hallie Janssen
Vice President
503.595.6050x221
Twitter: @hallie_janssen
Anvil Media, Inc.
© 2009 Online Marketing Connect Institute
Agenda
1:00-1:15pm: Introductions and Expectations
1:15-1:45pm: Overview of Social Media
1:45-2:00pm: How to Lurk and Listen
2:00-2:30pm: Retrevo Case Study
2:30-2:45pm: Twitter
2:45-3:00pm: Facebook
3:00-3:15pm: LinkedIn
3:15-3:30pm: YouTube, Flickr, Digg, delicious, & more
3:30-4:00pm: PC World & Macworld Case Study
4:00-4:15pm: Oregon State University Case Study
4:15-4:30pm: Tracking and Analytics
© 2009 Online Marketing Connect Institute
About Instructor
Optimized first site in 1998
Technology and consumer background
Lead agency and in-house teams
Teach courses at Portland State University
Lead social media and search engine trainings
SEMpdx board member
© 2009 Online Marketing Connect Institute
About Anvil Media, Inc.
Search engine marketing agencySpecialize in SEO, PPC & SMMFounded in 200013 employees40 clientsPBJ 10th Fastest Growing Company 2007PBJ 10th Most Philanthropic Company 2007
© 2009 Online Marketing Connect Institute
Anvil Media, Inc. Clients
What is SoMe?
© 2009 Online Marketing Connect Institute
What is Social Media?
Definitions:
Social = relating to humans and society
i.e. consumers
Media = medium used to store and deliver information or data
i.e. Wordpress, Twitter, Facebook, Flickr, YouTube, etc
Social Media = Internet-based tools for sharing and discussing information among human beings.
© 2009 Online Marketing Connect Institute
Social Media: Categories
Forums: Google Groups
Networking: LinkedIn, Facebook
Blogs: WordPress, Typepad
RSS: Bloglines, Newsgator
Media Sharing: Flickr, YouTube
Bookmarking: Delicious
Expert Communities: Yahoo! Answers
Wiki: Wikipedia, AboutUs
Microblogging: Twitter
Social Media Marketing Statistics
Social Media Marketing Statistics
Social Media Marketing Statistics
Social Media Marketing Statistics
© 2009 Online Marketing Connect Institute
Fun Facts
• 13 hours of video uploaded on YouTube per min• 412 years to view all videos on YouTube• 100,000,000 videos viewed on YouTube per day• 13,000, 000 articles on Wikipedia• 3.6 billion photos on Flickr• 3 million Tweets per day• If Facebook were a country – 5th largest
Social Media Marketing Statistics
Worldwide unique visitors (June, 2009). Source: comScore• Google Sites: 844 million• Microsoft Sites: 691 million• Yahoo! Sites: 581 million• Facebook: 340 million• Wikimedia Foundation sites: 303 million• AOL: 280 million• eBay: 233 million• CBS Interactive: 186 million• Amazon: 183 million
© 2009 Online Marketing Connect Institute
Source: Universal McCann
World Wide Activities
© 2009 Online Marketing Connect Institute
Source: Universal McCann
Social Media Saturation
© 2009 Online Marketing Connect Institute
Engaging an International Audience
• #1: Know the predominant platform & use it.
© 2009 Online Marketing Connect Institute
Engaging an International Audience
• #2: Speak their language – literally.
© 2009 Online Marketing Connect Institute
Engaging an International Audience
• #3: Tailor content based on local language & culture.
Clean & Clear on China’s social media powerhouse
QQ.com
© 2009 Online Marketing Connect Institute
Benefits of Social Media
Added Benefits SEO ORM Insights into demographics Reach initiators Reach influencers
© 2009 Online Marketing Connect Institute
Where Marketers are Putting Budget
© 2009 Online Marketing Connect Institute
Insights Into Demographics
Choose demographic data based on Facebook and
YouTube stats
© 2009 Online Marketing Connect Institute
Insights Into Demographics
Based on demographics data chosen, display advertising
recommendations
© 2009 Online Marketing Connect Institute
Insights Into Keywords
Facebook Lexicon
© 2009 Online Marketing Connect Institute
Insights Into Keywords
BETA
© 2009 Online Marketing Connect Institute
Insights Into Keywords
Retrevo Case Studyw/ Robb Lewis
Lurking & Listening
© 2009 Online Marketing Connect Institute
Lurking and Listening
• Brand monitoring: brand, products, key execs• Buzz monitoring: overall noise• Define insights: topic and tone• Define audience: key influencers, demographics• Competitive recon: topic and tone• Industry recon: overall noise
© 2009 Online Marketing Connect Institute
Social Listening Tools
Comprehensive:
Real-Time Alerts :
Influencer ID:
Basic Monitoring:
Tracking:
Sentiment:
© 2009 Online Marketing Connect Institute
SM2
© 2009 Online Marketing Connect Institute
Employee Engagement Guidelines
• Corporate representatives• Those already active• Everyone encouraged• Sample Guidelines: Intel and IBM
Graph Source: Hutch Carpenter
© 2009 Online Marketing Connect Institute
Employee Engagement: Organizing
© 2009 Online Marketing Connect Institute
Employee Engagement Guidelines
• Stick to your area of expertise and provide unique, individual perspectives on what's going on at Intel and in the world.
• Post meaningful, respectful comments—in other words, no spam and no remarks that are off-topic or offensive.
• Always pause and think before posting. That said, reply to comments in a timely manner, when a response is appropriate.
• Respect proprietary information and content, and confidentiality.• When disagreeing with others' opinions, keep it appropriate and polite.• Know and follow the Intel Code of ConductFiletype/Size: PDF 596KB and
the Intel Privacy Policy
© 2009 Online Marketing Connect Institute
Employee Engagement Guidelines
• Be transparent• Be judicious• Write what you know• Perception is reality• It’s a conversation• Add value• It’s a responsibility• Create some excitement• Be a leader• Acknowledge mistakes• Pause and then send
Bonus GuidelinesBe timelyBe relevantBe informativeBe entertaining
© 2009 Online Marketing Connect Institute
Twitter Overview Micro blog 140 characters Mainstream early 2009 Fewer users High profile abandonment River, not a lake
© 2009 Online Marketing Connect Institute
Twitter 101
• Replies: “@” used when you want to respond to someone else’s Tweet.
• Direct Message: “DM” private message seen only by the person you specify
• Hashtags: Used to group topics & easily find conversation threads using Twitter Search
• Retweet: “RT” sharing someone else’s tweet with your own followers
• URL Shortners: Due to character limits, shrink lengthy URL’s using bit.ly or another service.
© 2009 Online Marketing Connect Institute
Profile Configuration & Optimization
Choose handle/user name Register other variations Use multiple to humanize Logo or photo ClickableNow background Optimize bio Include location and link Promote for inbound links Use keywords in Tweet
© 2009 Online Marketing Connect Institute
Content Strategy
• What is being said and by whom?• What kind of resources do you have?• What questions can you answer?• What else are people talking about: WhatTheTrend and
BingTweets• Use Twitter Advanced Search• Go for the RT or retweet • Balance responses and tweets• Link blog to Twitter
© 2009 Online Marketing Connect Institute
Syndication & Promotion
• Syndicate on blog, site, Facebook• Twitter Badge• Promote across all marketing• Add to Twitter directories• Sponsored Tweets• Find friends, make friends• Twitpic, Yfrog & Twitvid• Retweet button• Contests• Coupons
© 2009 Online Marketing Connect Institute
Twitter Analytics
• Followers, Retweets, Hashtags• Ow.ly, bit.ly, and BackTweets• Tweetmeme• Custom profile in Google Analytics• Twitalyzer integration with Google Analytics• Omniture’s SiteCatalyst Twitter Plugin
© 2009 Online Marketing Connect Institute
Twitalyzer – What is your influence?
© 2009 Online Marketing Connect Institute
Twitalyzer – What is your influence?
© 2009 Online Marketing Connect Institute
Twitter Tools & Resources
• Mobile Apps for on the go• Clients: TweetDeck, Seesmic, Twhirl, TweetR, HootSuite• Search: Twitter Search, TweetScan, Twitterverse• Conversations: Quotably• Aggregation: FriendFeed• Tagging: Hashtag.org• Location: TwitterLocal• Services: CoTweet, TweetLater, Twapps.com, Twitterapps• List of Who to follow
© 2009 Online Marketing Connect Institute
Facebook Overview
Personal, Pages, Groups Personal Portal Pictures, Video Recent increase in Boomers Lake, not a river
© 2009 Online Marketing Connect Institute
Page Configuration & Optimization
Customize via FBML Set landing page on Facebook Set landing page off Facebook Wildfire and Involver Add all relevant business info
© 2009 Online Marketing Connect Institute
Page Content
• Videos & pictures• Events• Discussions & Questions• Reviews• Polls• Contests & giveaways• Coupons• Newsletters• PDF’s & whitepapers• Offline content• Blog and Twitter Syndication• Shoplet from Alvenda
© 2009 Online Marketing Connect Institute
Facebook SEO
Keywords in User Name Address, City, State, Zip for local Use “raw link” – don’t attach link Keywords in photos, event descriptions
and discussion forum
© 2009 Online Marketing Connect Institute
Syndication & Promotion
• Active participation and updating – news feeds• Promote page with an ad• Badge and link from website, signature file, other SoMe
profiles• Send gift functionality• Offline promotion• Promote other pages through Favorites
© 2009 Online Marketing Connect Institute
Facebook Advertising
Location Gender Age Education Relationship status Workplaces Keywords
© 2009 Online Marketing Connect Institute
Facebook Analytics
What to track? Likes Wall Posts Comments Fans & unsubscribed fans Page views
© 2009 Online Marketing Connect Institute
Tools & Resources
Facebook Connect Facebook Apps Blog.facebook.com Twitter.com/facebook Insidefacebook.com Mashable
© 2009 Online Marketing Connect Institute
LinkedIn Overview
Personal & Company ProfilesGroups & Q/ABuild biz via networking
© 2009 Online Marketing Connect Institute
Profile Configuration & Optimization
Keywords in User Name Bio, link to web site Promote for inbound links Free apps to enhance profile
© 2009 Online Marketing Connect Institute
Profile Configuration & Optimization
Company Profile New beta feature Services and statistics Employees should connect
© 2009 Online Marketing Connect Institute
Content Strategy
Electronic resume Status updates for freshness New connections Recommendations for dimension Utilize applications
© 2009 Online Marketing Connect Institute
Syndication & Promotion
Syndication & Promotion Join a group Start a group Request an introduction Q& A Advertise
Groups Monitor activity Post jobs and news Manage members
© 2009 Online Marketing Connect Institute
LinkedIn Analytics
Others
© 2009 Online Marketing Connect Institute
YouTube
• What: Video sharing site• SoMe: awareness, engagement• SEO: file names, titles, descriptions, tags, Universal Search• Promotion: advertising on site & videos• Metrics: views, ratings, subscribers, comments• Tools: YouTube Insights, TubeMogul
© 2009 Online Marketing Connect Institute
Flickr (Picasa too)
• What: Photo sharing site• SoMe: awareness• SEO: file names, titles, descriptions, tags• Metrics: comments, favorites, views• Tools: Flickr Pro Account
© 2009 Online Marketing Connect Institute
Delicious (StumbleUpon too)
• What: Social bookmarking tool• See latest trends on what people are reading via tags• Let others see your tags via public profile• SoMe: awareness• SEO: keyword research, citation• Metrics: # people saved, # notes made, types tags & notes• Tools: subscribe to RSS feed for brand and keyword tags
© 2009 Online Marketing Connect Institute
Digg (Reddit too)
• What: Social news voting site• See latest trends on what people are reading via Diggs• SoMe: find your influencers, awareness• SEO: citation, do have nofollow tag• Metrics: # diggs, profile views, comments, friends, links• Tools: subscribe to RSS feed for brand and keyword tags
PC World & Macworld Case Study
w/ Alexa Wriggins
Oregon State UniversityCase Study
Case Study: Oregon State UniversityObjective:
Increase engagement & awareness in creative way
Find a low cost way to reach audience
Strategy:
Engage in all social media forms
Test concept before announcing
Use crowd sourcing techniques to test
Find passionate & affordable talent to manage content
Learnings Along the Way:
Don’t need an expert on the front lines
Already had Facebook presence, had to create second page
Already had LinkedIn group, more successful
Case Study: Oregon State University
Success:
Coverage from Mashable
EduStyle award
Increase in admissions
Increase in fans, followers, subscribers
Tracking
© 2009 Online Marketing Connect Institute
Social Media Tracking
• Google Analytics & WebTrends w/ Radian6• Yahoo Pipes• Tealium• Trendrr• Clicks with Bit.ly or Ow.ly
© 2009 Online Marketing Connect Institute
Custom Filter in Google Analytics
© 2009 Online Marketing Connect Institute
Custom Filter in Google Analytics
© 2009 Online Marketing Connect Institute
Custom Filter in Google Analytics
Q&A
Hallie Janssen
Anvil Media, Inc.
twitter.com/hallie_janssen
www.anvilmediainc.com