Remaining Agile Amidst Seismic

Shifts in the Social Media

Landscape

Kelly CutlerCEO

Marcel Media

Social Outlets – Unlimited Opportunities

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• Nearly half of Americans age 12 and older have a profile on at

least one social networking site.

• 86% of Americans 18-29 use social networks, and the number is

growing for Americans 30-49 (61%), 50-64 (47%), and 65+

(26%).

• Social Media users expected to reach 127 million by end of this

year.

Stats from The Pew Internet Project

Source: http://pewinternet.org/Reports/2010/Online-Product-Research.aspx

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The Challenge with Social Media

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The challenge with rapid social adoption lies in creating

consistency with overall engagement and marketing strategies.

Let’s take a look at current trends with social outlets and tips

for how to navigate them.

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Agenda

1• Facebook Trends & Tactics

2• YouTube Trends & Tactics

3• Twitter Trends & Tactics

4• Integrating Social Channels

5• Useful Tools

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Facebook Trends & Tactics

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Page Browser is

simply a

collection of

Facebook Pages,

highlighted

through Page

photos, that

users can sift

through to

discover and

quickly “Like”

Pages of

interest.

Facebook: Page Browser

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Does your page give the info that your market is searching for

• Make sure it does.

Will users recognize your photo/image thumbnail?

Add content to your page that users can actually like!

Add Google Analytics to your page.

Tactics

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The Facebook Like button, launched in April at f8, Facebook’s

developer conference, is now present on roughly 2 million sites

around the web, from sports sites to news organizations and more.

Facebook: Like Button

Source:

http://mashable.com

/2010/09/24/faceboo

k-page-browser/

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Facebook Markup Language (FBML)

• Provide incentives

• Post content that inspired conversation

• Generate interest and maintain it

• Drive interaction and engagement

Increasing Likes on Facebook

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Adding Google Analytics to Facebook

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YouTube Trends & Tactics

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YouTube announced that it has increased its upload limit from 10

minutes to 15 for non-partners.

On the YouTube blog, the video-sharing site explains that it’s been

beefing up its copyright protection tools of late, i.e. the Content ID

system (which lets copyright holders have more control over their

content). Therefore, it’s less likely that users can, say, upload

large chunks of movies and TV shows without permission.

Note: Facebook allows lengths of up to 20 minutes

YouTube: Longer Videos

Source: http://mashable.com/2010/07/29/youtube-15-minutes/

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1. Begin with a powerful, creative message

You don’t need an expensive crew – use a hand-held recorder.

2. Include branding/logo in your video

3. Create keyword-rich file, detailed tags, titles, and descriptions to identify video topic

4. Create an optimized, branded YouTube channel in a relevant category

5. Track your results

Use tools such as: YouTube Insights (user metrics) and TubeMogul (distribution and analytics).

5 Tips for Successful Online Video

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Twitter Trends

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With its new interface, the Twitter homepage is now a more logical

place to advertise than it was before.

An analytics dashboard:

Rolling out starting in Q4, the dashboard will help Twitter users

understand how tweets spread and who is spreading them.

Twitter: New Interface

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Include Keywords

If you tweet a link, read everything in it before you submit. Find the

important keywords and then write a tweet consisting of those alone.

Addressing Key People

Put a “cc:” at the end of the tweet with your preferred key people

mentioned after it.

Brand Your Tweets

When branding a tweet, you simply make sure that what you tweet also

has a hashtag branding on it - 2-3 hashtags max.

Tips for Successful Tweets

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• Encourage retweets and share their value – What’s the point of

retweeting?

• Post links to your twitter profile on other social sites

• Use hash tags (#)

• Tweet photos

Increasing Followers on Twitter

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Tweetbeep

• Tracks conversations which mention your company

Thummit

• Provides an analysis based on Twitter conversations

Tweetmeme

• Tracks and analyzes popular links on Twitter

TwitterFriends

• Tracks your interactions

Tools to Monitor Twitter

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Integration Social Channels

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Performance on social platforms should not solely revolve around

one negative comment or how many posts are executed. You have

to consider the entire social landscape.

• Establish your social strategy, including goals and objectives up-front.

• All Social Media campaigns must be tracked in order to obtain the

most accurate data available for the client.

• Populate performance data at the end of every other week

• Statistics should also be compared from month-to-month (e.g.,

“subscriptions are up from 90 last month to 100 this month and

eventually year over year”)

Create a data-driven strategy

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Mapping it out – Create a Posting Schedule

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• Create a Social Media posting schedule that will allow you to plan

& monitor your social media activities throughout the year.

• Enter your monthly social media activities by channel (Networks,

Blogs, etc.)

• Review & print a summary of all activities in the "Social Media

Activities Summary" tab (this will populate automatically)

KPIs for Social Media

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• Comments

• Feedback (via the site)

• Followers (follow something / someone)

• Groups (create / join / total number of groups / group activity)

• Like this (a simpler form of rating something)

• Profile (update profile image,bio, links, etc)

• Report spam / abuse

• Time spent on key pages

• Time spent on site (by source / by entry page)

• Total contributors (and % active contributors)

• Views (videos, ads, rich images)

Key Performance Indicators

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Tips for moderation and interaction

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Know your target audienceSome users may think that moderation will censor their comments. If the topics related to your company or industry are particularly controversial, this is an important consideration to plan for.

Check moderation settingsEvery social network is different. Make sure to check how much control you can have over what users post or exactly what they’re allowed to post.

Post your usage policyTell your users the purpose of the page, profile or group. For example: “This page is meant to provide product and information updates for the XYZ Company. Any posts that deter from this topic will be removed.”

Best Practices

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Free social tools that monitor efficiency

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HootSuite is a website and online brand management service, which

publishes to websites such as Facebook, Twitter, LinkedIn,

Foursquare, MySpace, and WordPress. It is also a Twitter client.

• Spread messages

• Monitor conversations

• Collaborate with teams

• Track results

HootSuite

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TweetDeck

TweetDeck is a free,

personal real-time

browser, connecting

you with your contacts

across Twitter,

Facebook, MySpace,

LinkedIn, Foursquare,

Google Buzz and more.

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Social Mention

Social Mention is a

free social media

search and analysis

platform that

aggregates user

generated content.

Social Mention

monitors 100+ social

media properties

directly including:

Twitter, Facebook,

FriendFeed, YouTube,

Digg, Google etc.

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Ping.fm

Ping.fm is a free social

networking and micro-blogging

web service that enables users

to post to multiple social

networks simultaneously.

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Key Takeaways

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Take advantage of Social Media growth and innovations:

•Updated Facebook Pages

•Facebook “Likes”

•Adding Google Analytics to Facebook

•YouTube Video Length

•Twitter’s New Interface

Utilize tools to solidify your overall messaging and always track

your efforts!

Summary

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Kelly Cutler

• kelly@marcelmedia.com

• 312.280.1974

• Linkedin.com/kellycutler

Speaker Contact Info

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Speaker Photo

Thank You!