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SOCIAL MEDIA RE-BOOT
Turn Social Media Into Business Media
2 YEARS AGO THEY SAID… Google unstoppable at #1 Facebook #4 web site with biz
potential YouTube growing faster than we can
count LinkedIn growth “due to high
unemployment” MySpace losing ground fast Twitter (is there)
2010? Feels like yesterday!
Facebook tops Google.com in rankings
YouTube heading for #1 in search LinkedIn introduced Company Pages MySpace falling off a cliff Twitter (still there)
FOUNDATION OF TODAY’S TALK Twitter is open and searchable;
Facebook is not Your Twitter followers are not sending
you messages; Your Facebook friends are
Networking rules apply: Be interested; be interesting
Which are you?
Deadline-Oriented Timely (Advertising Age)
1. Gather news and articles
2. Print in Newsletter
3. Email to members
4. Post to web
5. Everything goes to everyone
1. Publish news to web as it happens
2. Email digests weekly or monthly to members who ask for it
3. Print only the best of the web for Newsletter, plus EXCLUSIVE print content
From the Masters
Peter Shankman on Social Media
Seth Godin on blogging:
1. Be transparent
2. Ask audience how they like to receive their info
3. Be brief
4. Be top of mind
1. Be Candid
2. Be Urgent
3. Be Timely
4. Be Pithy
5. Be Controversial
6. Be Useful
SOCIAL MEDIA CONCERNS
What are they?Security
Employee Productivity
Don’t Have Time
How Do I Manage This?
I Don’t Understand RSS
FACEBOOK: too big to ignore? 800 Million Users (150m in USA) Half will log in today Average user has 130 friends 350 Million mobile users are twice
as active Profiles are for people; Pages are for
business
FACEBOOK TIPS
1. Profile: Use lists to manage your friends
2. Use a PAGE for your business – unlimited fans
3. 25 Fans or more? Create a username at facebook.com/username
4. Ask fans for their opinions to engage them
TWITTER: stream or river?
200+ Million user accounts 40% are lurkers (non-posting) down
from 53% 75% of tweets don’t come from
Twitter.com 3rd party apps like TweetDeck,
HootSuite and Twitterfeed are growing fast
Use it to share links, ideas, headlines, crowd-sourcing (asking opinions)
YouTube: Did you see that one video? (We ALL did)
800+ Million unique users (up from 200m!)
3 BILLION videos viewed daily 30% of traffic comes from US Broad demographic: 18-54 years old 400M mobile views per day
WHAT’S HOT IN 2012
Kyle’s Picks1. YouTube2. The Original
Social Network
TURN A BLOG INTO A NEWS WIRE
Flip The Traditional Marketing Funnel On Its Side
Why Does This Work?
1. Search loves social 2. Social networks want your content3. Search engines look for content4. You post news which gets sent to
Facebook, LinkedIn and Twitter (SEARCHABLE)
5. Search engines discover member content
6. Structured properly=Search Engine Optimization
HOW Does This Work?
1. Start with your Blog
HOW Does This Work?
1. Start with your Blog or Face2Face NewsShare Page
2. Now add your RSS feed to Twitterfeed.com
3. Tell Twitterfeed to send it to Twitter
HOW Does This Work?
1. Start with your Blog or Face2Face NewsShare Page
2. Now add your RSS feed to Twitterfeed.com
3. Tell Twitterfeed to send it to Twitter4. Tell LinkedIn to import your status from
Twitter5. Tell Twitterfeed to send it to Facebook
OR connect your Facebook to Twitter at facebook.com/twitter
HOW Does This Work?
1. Start with your Blog or Face2Face NewsShare Page
2. Now add your RSS feed to Twitterfeed.com3. Tell Twitterfeed to send it to Twitter4. Tell LinkedIn to import your status from Twitter5. Tell Twitterfeed to send it to Facebook
OR connect your Facebook to Twitter at facebook.com/twitter
6. Find more RSS feeds at Feedzilla and other RSS directories
BLOGS & PRESS RELEASESFlip The Traditional Marketing Funnel On Its Side
Writing News Releases
Effective Headlines The First Paragraph The Middle Paragraphs —End— Boilerplate
Writing Effective Headlines Use the active voice: Logical
sentence structure, active voice and strong present-tense verbs
A “capital” idea: The first word in the headline should be capitalized as should all proper nouns. Most headline words appear in lower-case letters. Do not capitalize every word
The First Paragraph
Must contain the FIVE W’s: Who, what, where, when, why
Must contain NEWS
Make it interesting
The Middle Paragraphs
Should be in order of importance
Can include statistics and/or quotes
Should answer the question of “How” the first paragraph came to be
Should serve as the basis of future posts
Boilerplate
In 5 sentences or less, Who are you?
Contains complete contact information
Should be consistent; inconsistent = unprofessional
Video Tips
Videos should be relevant to your business or customer base
Upload videos to your YouTube profile
Embed your YouTube videos to your web site, blog, Ning site, etc.
Status Update Tips
Keep it business focused more than personal
Use them to remind people of something you’ve already posted, without duplicating posts, or reposting
PUT IT ALL TOGETHERFlip The Traditional Marketing Funnel On Its Side
