Hannah Paramore, President of Paramore | the digital agency rocked it at the WVHTA Conference - "Sharpen Your Edge for Tomorrow - Your Future with Social Media.

1. Hi.

3. Hi.

4. hannah
www.paramore.is

5. www.paramore.is

6. www.paramore.is

10. “Honey, I know you’re
sick...”

12. “but I’ve preached many a
revival meeting with a
fever of 104.”

13. !?!%*#$?!!!!!

14. Interesting

15. Breakfast line guy...

16. “You didn’t have to
stop”

18. misjudged

25. “just how far can a contact high
take you?”

28. because I didn’t
even get started...

30. “You didn’t have to stop...

31. “You didn’t have to stop...
and talk to me”

32. If you got sick...I’m sorry

33. performance pressure

34. how can I top that faint?

35. sing my entire presentation

37. write you a love poem

39. do my presentation naked

40. no

41. my year in review...

45. honeymoon in Gatlinburg
with my ex-husband

47. had about the same amount
of sex

48. 0

49. honeymoon in Florida with
Amanda Durand

52. best honeymoon i’ve ever
had

54. not gay

56. if you’ve been paying
attention

58. you’ll know I started golfing
this year...

65. best kiss I’ve gotten all year

66. Stephen Hawking’s Chaos
and Complexity Theories

67. refresher...

68. chaos theory

69. when simple things are
combined they can create
something complex

70. 40 billion

72. “What’s happening?”

73. 100 million

74. tweet 250 million times
every day

75. complexity theory

76. complex systems can have a
simple outcome

77. Facebook has raised more
than $800 million

78. ads

79. connections

80. conversations

81. Klout scores

82. search results

83. sophisticated beyond words

84. wirelessly and in real time

85. but the outcomes are simply

90. Social Media Hierarchy of Needs

91. 7 things

93. Breathe

94. Breathe
Eat

95. Breathe
Eat
Sleep

96. Breathe
Eat
Sleep
Drink

97. Breathe
Eat
Sleep
Drink
Have sex

98. Breathe
Eat
Sleep
Drink
Have sex
Achieve homeostasis

99. Breathe
Eat
Sleep
Drink
Have sex
Achieve homeostasis
Excrete

100. Facebook and Twitter

101. Span of Control

102. Peter Drucker

103. how many people can one
person manage effectively?

105. 1 manager with 6 direct
reports = 222 relationships

107. 1 manager with 16 direct
reports = 500,000
relationships

108. 3rd child

109. your wife has a 3rd child too

110. and your other 2 kids now
have another sibling

111. eff’s the whole thing up

112. brief aside:
did you know that no two
kids are ever born into the
same family?

113. husband and boyfriend

114. husband and boyfriend

116. Yours and your
husband’s

117. Yours and your
husband’s
Yours and your
boyfriend’s

118. Yours and your
husband’s
Yours and your
boyfriend’s
Yours with your husband and boyfriend at the same party

119. Yours and your
husband’s
Yours and your
boyfriend’s
Yours with your husband and boyfriend at the same party
Your boyfriend’s with
you

120. Yours and your
husband’s
Yours and your
boyfriend’s
Yours with your husband and boyfriend at the same party
Your boyfriend’s with
you
Your husband’s with
you

121. Yours and your
husband’s
Yours and your
boyfriend’s
Yours with your husband and boyfriend at the same party
Your boyfriend’s with
you
Your husband’s with
Youryou
boyfriend with your husband

122. Yours and your
husband’s
Yours and your
boyfriend’s
Yours with your husband and boyfriend at the same party
Your boyfriend’s with
you
Your husband’s with
Youryou
boyfriend with your husband
Your husband with your boyfriend

123. Yours and your
husband’s
Yours and your
boyfriend’s
Yours with your husband and boyfriend at the same party
Your boyfriend’s with
you
Your husband’s with
Youryou
boyfriend with your husband
Your husband with your boyfriend
Your husband with you and your boyfriend at the
party

124. Yours and your
husband’s
Yours and your
boyfriend’s
Yours with your husband and boyfriend at the same party
Your boyfriend’s with
you
Your husband’s with
Youryou
boyfriend with your husband
Your husband with your boyfriend
Your husband with you and your boyfriend at the
party boyfriend with you and your husband at the
Your
party

125. It’s just too hard.

126. not just the first number time X

127. exponentially compounded to
something crazy

128. Facebook
Twitter
YouTube
FourSquare
Gowalla
Google+
Pinterest

129. chaos & complexity

130. 800 million

131. 130
friends

132. 80 pages, events or
groups

133. 3.5 billion pieces of content
shared every week on FB

134. 95%

136. 30% higher on Sundays

137. 100
million

138. 55%

141. YouTube is now a
community

142. some people are more
important to you than
others

144. the moment of critical mass

146. from relative obscurity to
epidemic...
which is good.

147. ideas, products, messages
and behaviors spread like
viruses.

148. 3 Rule of Epidemics

150. 1. The Law of the Few

151. 1. The Law of the Few
2. The Stickiness Factor

152. 1. The Law of the Few
2. The Stickiness Factor
3. The Power of Context

153. 1. The Law of the Few

154. 1967 - Six Degrees of
Separation study

155. 160 students in Nebraska
were given a letter with
instructions to get it to a
stockbroker in Boston

156. None of the students
knew the stockbroker

157. Took an average of
6 contacts

158. 3 people were the final
link for 50% of the
students

159. The Law of the Few...
the success of any kind of social
epidemic is heavily dependent on
the involvement of people with a
particular and rare set of social
gifts

161. 1. Connectors

162. 1. Connectors
2. Mavens

163. 1. Connectors
2. Mavens
3. Salespeople

164. Connectors are...

166. People with a special knack for
bringing the world together.

167. People with a special knack for
bringing the world together.
They link us up with the world

168. extraordinary knack

169. making friends &
acquaintances

170. they have large networks

171. they are successful
because of their ability to
span many different
worlds.

172. intrinsic to their
personality is the
combination of...

174. curiosity

175. curiosity
self-confidence

176. curiosity
self-confidence
sociability

177. curiosity
self-confidence
sociability
energy

178. Sharon Rowe is a Connector

179. Mavens are...

181. information specialists

182. information specialists
people we rely on to connect us
with new information

183. information specialists
people we rely on to connect us
with new information
collect knowledge and know how to
share it

184. Salesmen are...

186. persuaders

187. persuaders
charismatic people we all want
to agree with.

188. hundreds = thousands

190. it’s not about the people
following you

192. it’s about the people who are
following the people who are
following you

193. some are more important
than others because they
are...

195. Connectors, Mavens and
Salespeople

196. not all communities are
created equal

197. FACEBOOK
twitter

199. 1. Facebook is bigger (800 vs 100)

200. 1. Facebook is bigger (800 vs 100)
2. Facebook is more comprehensive

203. 1. Claim your page

204. 1. Claim your page
2. Keep it up to date

205. 1. Claim your page
2. Keep it up to date
3. Wait and see

206. other communities...

208. Your Toolset:

209. Your Toolset:
Facebook

210. Your Toolset:
Facebook
Twitter

211. Your Toolset:
Facebook
Twitter
Youtube

212. Your Toolset:
Facebook
Twitter
Youtube
Flickr

213. Your Toolset:
Facebook
Twitter
Youtube
Flickr
Google+ (test)

214. more followers

215. lack of patience or time

216. sweepstakes

217. Brief Aside: If your business
is in trouble, social is not
your quick fix.

218. long-term engagement
strategy

219. big differences btwn
traditional and digital

220. broadcast and display have
some similarities

221. paid search, email and social
are rewarded based on
response

222. Google - places search ads
higher if you get more clicks

223. ESPs deliver your emails
better if your open rate is
higher

224. Facebook prioritizes your
posts if you get more
engagement

225. quality is important

226. How do you find and build a
relationship with
influencers?

227. it’s tough on Facebook

228. brands and people can’t
message each other

229. it’s all about the wall

230. basic rules for winning on
the web in general and
social in particular are...

232. 1. create good content

233. 1. create good content
2. encourage engagement

234. 1. create good content
2. encourage engagement
3. be consistent

235. 1. create good content
2. encourage engagement
3. be consistent
4. measure

236. what does ‘engagement’
mean?

237. Liking your Page
Posting on your Wall
Liking, commenting on or sharing a post, photo,
video etc that you put on your Page
@ mentioning your Page in a post they make
Tagging your Page in a photo
Liking or sharing a check-in deal
Checking in at a Place

238. If you know a company’s
mission, you can figure out
how to work with them.

239. Google’s mission:
To organize the world

240. you can’t trick ‘em for long.
black hat SEO will lose.

241. Facebook’s mission:
To make the world a more
open and connected place.

242. Facebook’s wants to keep
people on their site
communicating with each
other

243. All along, they’re learning
about you

244. Farmville?
Surveys?

245. Facebook values
engagement - so that’s
what they measure

246. 2 Facebook Measurements
to Watch

247. 1. Talking About This:
number of people
interacting on your page

248. Talking about This
Metric
It shows you the number of unique people who have created a ‘story’
about your Page in the last 7 days. The ‘story’ might include people:
Liking your Page
Posting on your Wall
Liking, commenting on or sharing a post, photo, video etc that you
put on your Page
Answering a question you asked using the ‘question’ feature
RSVPing to an event
@ mentioning your Page in a post they make
Tagging your Page in a photo
Liking or sharing a check-in deal
Checking in at a Place

249. Talking about This
Metric
The Point: The more people talking about your business, the
more people you’ll be able to reach on Facebook. You’ll see now
why it’s so important to get people interacting and engaging
with your content.
You might also be interested to know that top brands are
currently getting 0.7% engagement (on average) on this new
metric.

250. Top brands are getting
.7% engagement in the
“Talking About This” metric
Starbucks on 1/12/12: 0.7%
Tennessee Tourism on 1/12/12: 0.7%

251. 2. Weekly Total Reach:
and it’s calculated like
this...

253. For the last 500 posts:

254. For the last 500 posts:
1. Reach - # of people who saw the posts

255. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users

256. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users
3. # of people Talking about this

257. For the last 500 posts:
1. Reach - # of people who saw the posts
2. # of Engaged Users
3. # of people Talking about this
4. Virality (talking about this / reach)

259. Facebook doesn’t care if the
engagement is positive or
negative

260. Currently no automated way
to rank sentiment

261. Facebook wants to help you
out by filtering your
posts...based on overall
engagement

262. so if nobody is engaging
with your content
your content gets shown
less overall

263. that’s the new Edgerank
scoring system and here’s a
real life story...

265. A Real EdgeRank
•
Story
April: 1,411 likes
• Paramore takes over social
• May: 2,058 likes
• EdgeRank Score goes public: 24
• June: 3,183 likes
• EdgeRank Score increases to 29
• SplashGround Sweeps starts
• July 4,171 likes:
• EdgeRank Score decreases back to 24
• SplashGroundSweeps Ends
• August 4,310 likes:
• EdgeRank Scores settles at 21

266. A Real EdgeRank
WHY? July:
Story

267. A Real EdgeRank
Story
WHY? August

268. 3 things Facebook thinks
are important...

270. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4
hours old*

271. 1. User Affinity - engagement
2. Status weight - video, image, link
3. Freshness - posts less than 4
hours old*
*constantly changing stat.

272. 3 quick Facebook Tips

273. 1. Use a personal tone

274. 2. Always use a call to action
(tell me what you think)
(like this update if you X)

275. 3. Post during peak hours
7-9 am
5-7 pm
11 pm - 1 am

276. It’s interesting what makes
people respond...

277. Ask

278. Ask
• Follow-up

279. Have some Holiday
Spirit

280. Pretty pictures work
• Everyone loves a pretty
picture ...

281. Mavens are
• Develop a loyal fan base
and they will help you
manage the on-going
conversations on your
wall...

282. Love
• A reply tweet from a
follower after we replied
to their original tweet
letting them know we
missed them as much as
they missed Wildwoods.
• The Point: A personal
touch through a message
from a brand is
appreciated and builds
loyalty.

283. Oops

284. Oops
FAIL!

285. Targeting Influencers on
Twitter

289. 38 mentions x 3,071 followers
= 116,698 impressions

292. 2. The Power of Context

293. Relevant, interesting
content is the thing.

294. But delivery vehicles
change everything.

295. There are now more
smartphones in use than
feature phones

296. in 2014 more than 50% of
web traffic will come from
smartphones

297. Is THIS your personal
computer?

298. Or is this?

299. It’s the one you take with
you everywhere.

300. 3 main differences
between these two devices

301. 1. Screen size

304. 2. Navigation/Input
method

307. 3. Context

310. 2 schools of thought

311. 1. Mobile should be
light-weight and focused.

312. 2. Mobile should have
everything - because it’s
many people’s only
computer

314. The biggest problem on
the web is the lack of
good content

315. 3. The Stickiness Factor

316. Good content will solve
almost all of your
problems.

317. Good Content is Good Etiquette
• Repurposing “Good” content is good social
etiquette.
• To illustrate...
“Be Considerate”

318. “Be Considerate”
Don’t dump your content on me!
Don’t you hate
that person who
is long winded
and talks about
themselves all
the time?

319. “Be Considerate”
Don’t dump your content on me!
How about that person who
leaves you a long winded Voicemail: Hey, it’s me - I
voicemail when they could’ve
was just calling to let you
know I was on the way to
meet you for our planned
sent you a text message? lunch at noon! It’s 11:52 on
Wednesday. By the way,
remind me of this story to tell
you when I see you. Also...
did you ever talk to dad? I was
thinking about giving ...

320. “Be Considerate”
Don’t dump your content on me!
How about that person who
leaves you a long winded
voicemail when they could’ve
sent you a text message?
TXT: OTW now. C U soon.

321. “Be Considerate”
Don’t dump your content on me!
Yikes.

322. Good Content is
Good Etiquette
It just got worse.

323. “Be Considerate”
• The Point: Don’t dump your content on me! Good content is
concise, timely, accurate, relevant, thoughtful, unpredictable,
informative – even funny.
• Your communication with your fan base should mirror the
venue (Facebook posts can be longer than tweets) and mirror
the medium (your website will be more content rich than your
mobile site)
• The Stat: Retail brand Posts less than 80 characters in length
receive 66% higher engagement than longer Posts.

324. Don’t Get Clingy
It’s a date - not an Engagement

325. Be Realistic
You’re for Indigestion. Not cool parties.

326. Good Content is
Good Etiquette
•Other rules of thumb:
• “THANK YOU” after someone offers you something, or “NO THANK YOU” if you
decline the offer.
• Always be polite, and use the word “PLEASE” which goes a long way, and doesn’t
cost you anything.
• Show interest in the topic and person you are talking to, give eye contact, and never
interrupt.
• Take turns.
• Be a good sport.
• Be kind to others.
• Be on time.
• “Do unto others as you would have them do unto you.”

327. A very common question

328. Social Staffing...
This is easy to find... and not what you need.

329. More
About
Social
Staffing...
What do they do all
day?

330. More
About
Social
Staffing...
They want to get
paid?

331. It’s not your intern’s job
anymore

332. Knowing the tools to use
is not the same as
understanding the
strategy

333. what’s the difference
between knowing and
doing?

334. it’s like the difference
between education and
training

335. think of it in terms of
sex education vs.
sex training

336. More About Social
Staffing...
When they sink - When they swim.

337. venting...

338. The things I’m tired of...

340. Bragging

341. Bragging
Bragging veiled as sharing

342. Bragging
Bragging veiled as sharing
Whining

343. Bragging
Bragging veiled as sharing
Whining
un-funny people trying to be funny

344. Bragging
Bragging veiled as sharing
Whining
un-funny people trying to be funny
inspirational thoughts - every day

345. That’s a bundle of news
and no mistake

346. We can know more than
we ought to about each
other

348. Companies can know their
customers better

349. smarter and more efficient

350. information is more
readily available so
everybody is an expert

351. authenticity, truck and
friendship are expected

352. transparency is expected

353. I expect you to know me
and my preferences

354. single

365. if you treat me like you
know me

366. I’ll vacation with you

367. I’ll buy from you

368. I’ll tell my friends about
you

369. and it just might matter

370. because I might be

371. a connector

372. or a maven

373. or a salesperson

374. Thank you.