A pdf of the PowerPoint that Libby Hall presented at the 2010 St. Cloud KNOW event held October 7, 2010.

1. 10/8/10
Aware, No Single Repeat/
Nothing Advocates
Action Action Enthusiasts
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500 Billion+ Social Conversations
About Companies Took Place in
2009.
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CLOSER TO HOME
Respondent Age
30%
18-24
25%
25-34
20% 35-44
15% 45-54
55-64
10%
65-74
5%
Over 75
0%
AGGREGATE
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4. 10/8/10
ND & MN Social media spectators
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65-74 Over 75
Social media spectators
100%
Watched a video
90%
80% Viewed pictures
70% Read a blog
60%
50% Read ratings or reviews
40% Read a message board
30%
Viewed a document
20%
10% Watched/listened to a podcast
0%
Subscribed to an RSS feed
AGGREGATE
(n = 1,542)
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5. 10/8/10
ND & MN Social media creators
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
18-24 25-34 35-44 45-54 55-64 65-74 Over 75
Social media creation
80%
Uploaded photos
70%
Bookmarked a page/site
60%
Uploaded a video
50%
Contributed to a message board
40%
30% Commented on a blog
20% Posted ratings/reviews
10% Wrote a blog
0% Created a podcast
AGGREGATE
(n = 1,542)
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THE NEW INFLUENCERS
The New Influencers
More Than 80% of the Brand Conversations
Are Created by 16% of the Online
Population
These 16% are the Mass Influencers
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The New Influencers
• Age = 32-38 (younger than average)
• Income = $89-$98k (higher than average)
• Facebook (62% of brand conversations)
• Ratings/Reviews Sites (32% of
conversations)
• Mobile Web (50% usage among influentials)
Sorting through all the noise.
Uses For Monitoring
• Share of Voice (competitive)
• Share of Voice (platform)
• SM Subject Identification
• Category Sentiment
• Brand Advocate Identification
• Thought Leader Identification
• Reputation Management
• Crisis Identification
• Brand Sentiment
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STRATEGY
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Strategic Planning
1. Where is the home base?
1. What type of program is this?
2. What is the current support the
2. What outposts will relationship
home base?
with the audience?
3. How does yourcontent will be
3. What types of audience use
added regularly?
social media?
Tactical
Measure Planning
4. How is the audience going to be
4. What’s your one thing?
activated and not just collected?
5. How will you be human?
6. How are you goingmake members
5. What ways can we to use social
the star?
media?
6. Whatwill we make fans aware of the
7. How does success look like?
8. Who isbase?
home responsible for what?
Execution
WHAT’S WORKED?
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Real-life
WHAT HASN’T WORKED?
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Belkin: Paying for positive reviews.
Honda – Caught Faking It
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http://www.youtube.com/watch?v=5YGc4zOqozo or search “United Breaks Guitars”
Aware, No Single Repeat/
Nothing Advocates
Action Action Enthusiasts
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WHAT’S AROUND THE
CORNER?
Custom apps and design
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18. 10/8/10
Consumers go
mobile.
25 Million iPhones
Sold in 2009
But keep in mind…
• Blackberry 65%
• iPhone 25%
• Android 18%
Location Based Services
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Social Graph Portability
SM Data Mining
• WHO – Demographics, location
• WHAT – Interests, lifestyles, brand
affinities
• WHERE – Online hangouts
• WITH WHOM – Friends and associates
• WEIGHT – Online influence
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QR Codes – The New URL
Augmented Reality
http://www.plugintothesmartgrid.com then click “Augmented Reality” in the menu
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THANK YOU.
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THE IMPORTANCE OF
BLOGGING
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Reasons For Blogging
• SEO (Traffic Driving)
• Acquisition/Leads
• Thought Leadership
• Market/Promote Something
• Stay Active/Up To Date
• Humanize/Improve Client Relations
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WHAT MAKES A GOOD BLOG?
Anatomy of a
good blog
Keyword Rich Title
Short Title (URL)
Humanizing Photo
Descriptive Tagline
Obvious Search
Connectivity
Clear Navigation
Credibility Boosters
Omni-present bio
Images
Lots of space
Subheads
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WRITING A BLOG
Blogging is
publishing
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Vary content like a magazine
• Mix trends, how-to and case studies
• Mix feature length and short
• Mix timely with timeless
• Mix text with video
• Mix positive with negative
• Mix personal with professional
• Find a signature
Find Your Signature
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Search term selection
Good search terms
Keyword Selection
Keyword Competition Volume
College 1,160,000,000 55,600,000
College in Minnesota 94,500,000 60,500
Minnesota Community 928,000 18,100
Colleges
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You are your headline
• 120 characters or less
• Challenge wisdom
• Numbers/lists
• Unexpected action words
• Keywords
Formatting and Writing
• Repeat key words in the
body (4x6 times)
• Use H1/H2 Tags
• Include a photo
• Start with a question
• End with a question
• Leave post unfinished
• Take positions
• Answer comments
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Tagging
It All Adds Up To Visibility
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Search best practice reporting
Track success with URL
shorteners
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Measurement
What does success look like?
• Readers
• Time Spent
• Inbound Links
• Comments
COMMENTING
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• Be fast
• Stay on topic
• Add to the
conversation
• Links?
Are you ready to blog?
• What do you want to do?
• Who is your audience…specifically?
• What is your blog about?
• Do you have 20 headlines?
• What similar blogs exist?
• How frequently can you commit?
• What does success look like?
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THANK YOU.
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34. 10/8/10
THE IMPORTANCE OF
FACEBOOK
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#1 in Total Visits
#2 in Unique Visits
#1 in Time Spent
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Social Networks Visited
80%
70%
Facebook
60%
50% LinkedIn
40% Twitter
30%
Special Interest
20% Community
10% MySpace
0%
AGGREGATE
Closer to home
46%
of Minnesotans
are on
Facebook
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WHY USE FACEBOOK?
Strategic Planning
1. What type of program is this?
2. What is the current relationship
with the audience?
3. How does your audience use
social media?
Tactical
Measure Planning
4. What’s your one thing?
5. How will you be human?
6. How are you going to use social
media?
7. What does success look like?
8. Who is responsible for what?
Execution
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Ways to use Facebook
• Customer service
• Gain customer insight
• Community of loyalists
• Enable advocates to share your brand
• Thought leadership
WHAT MAKES A GOOD
FACEBOOK PAGE?
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80/20 rule
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• Fall fashion
– Photos/outfits with pieces from
retailers
– Photos of mall shoppers with cute
outfits
• Behind the scenes/inside info
– New store arrivals
– Behind-the-scenes of commercials
• Sales and coupons
– Retailer coupons
– Mall events like sidewalk sale
• Mall card giveaways
– Weekly reminders to enter
– Post weekly winner
Post Post
behind-the- Winner Commercial Reminder behind-the-
scenes announced starts airing to enter scenes
album video
Reminder
Winner Reminder
about
announced to enter
sidewalk
sale
Poll
Winner question: Post
Reminder Sidewalk
announced what’s your sidewalk
to enter sale
fave store? sale coupon
Sidewalk Post photo Post poll
album Post fall
sale results and Reminder
fashion
Winner coupon to enter collage
announced
Post “street
Winner Reminder
fashion”
announced to enter video
Red = Promotion
Blue = offline events
Green = other content
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Custom design
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Community
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ANALYTICS & MEASUREMENT
Metrics
Awareness Sales Loyalty
• Web Traffic • Web Traffic • Time Spent on Site
• Followers, Fans, • Time Spent on Site • Repeat Visits
Friends • Content acceptance • Content Acceptance
• Social Mentions rate Rate
• Followers, Fans, • Interactions
Friends • Repeat Social
• Social Mentions Mentions
• Recommendations
and Reviews
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CONTESTS & PROMOTIONS
Tips for contests
• Make participation
easy
• Have a prize to match
the effort
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Tips for contests
• Remember: it’s not viral
until it is
• Promote offline and online
Technically you can’t…
– You may not administer any promotion through Facebook, except that you
may administer a promotion through the Facebook Platform with our prior
written approval
– In the rules of the promotion, or otherwise, you will not condition entry to the
promotion upon taking any action on Facebook, for example, updating a
status, posting on a profile or Page, or uploading a photo. You may,
however, condition entry to the promotion upon becoming a fan of a Page.
– Notify winners through Facebook, such as through Facebook messages,
chat, or posts on profiles or Pages.
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51. 10/8/10
But you can…
– Invite fans to interact and then reward them for doing
so
– Use a 3rd party application such as Wildfire or Contest
Machine
– Use Twitter, your blog, your website, etc to host a
contest and promote it on Facebook
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52. 10/8/10
Update your status…
• Strategy first
• Make it about your fans, not your brand
• Plan, but be flexible
• Measure, adjust, repeat
Josh Lysne Libby Hall
@jlysne @libbyjuju
josh.lysne@flintinteractive.com libby.hall@flintinteractive.com
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53. 10/8/10
THANK YOU.
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