Social media 101 and the impact of social search

SOCIAL MEDIA 101

Jason Dobrolecki

Tuesday, August 21, 12

SOCIAL MEDIA 101

FORGET THE TERM SOCIAL MEDIAIt’s just communication that happens online.


DIGITAL STRATEGY 101


WHO’S IN THE ROOM?

Who has a personal Facebook page? Active?

Whose association or centers have Fan Pages?

What are your thoughts on effectiveness or use cases?

Who has a personal Twitter account?

Whose association or centers have Twitter accounts?

Whose association has a blog or other digital media?


WHY DIGITAL MEDIA?

More and more people ignore one-way communication and

broadcast marketing. Tuesday, August 21, 12



DIGITAL MEDIA

LANDSCAPE EXPLAINED IN BACON






W H AT ’ S T H E “ R I G H T ” WAY T O M A R K E T O N D I G I TA L M E D I A ?

There is no “right” way, but there is most certainly a WRONG way. There’s a lot of experimenting going on in this evolving space. Digital space is about relationships treating people as people. Consumers want to know they are interacting with real people behind the brands and are callus to PR Speak and talking point.


THE BASIC STRATEGY

1. Define your voice2. Develop content pipeline3. Engage in conversation4. Build social capital (share and link to others)5. Be personal and authentic - users reward those brands who

promote individual voicesStarbucks (multiple twitter accounts with unique voices)SouthwestZappos@garyvee (twitter.com/garyvee)


FACEBOOKThe Basics

The Pros The Cons

➡ Largest user base➡ Organic and Paid Ad means➡ Customizable Fan Pages (to an extent)➡ Raffles and Promotions can get good

traffic

➡ Growing resentment of advertising (if done “wrong”)

➡ Large user base of people and businesses, thus lots of “noise”

➡ constant changing of news feed algorithms causes difficulty in placing updates to Fans’ news feeds

Online venue for friends to connect around commonalities (childhood, school, work, family, brands)

It’s like a dinner party at your house. You have close friends, loose ties, and acquaintances, but everyone there you know at some level.


TWITTERThe Basics

The Pros The Cons

➡ Large user base➡ Data mine field (everything is public)➡ Simple interface➡ Can be utilized in creative ways, it’s still

a growing platform

➡ Large user base, lots of “noise”➡ Growing resentment to marketing (when

done “wrong”)➡ Segment of user base feels “anonymous”

and thus can be unreliable and predictable.

➡ Pliable user experience and expectations➡ Prominent SPAM issue

Short, concise communication with varying degrees of user familiarity. It’s answering the preverbal question “What are you doing right now?”

It’s like a business conference. You might know some people, but most of the crowd are complete strangers. You’re there to connect, network and learn

from others. You get out of it what you put into it.


LINKEDINThe Basics

The Pros The Cons

➡ Large and active user base➡ Professional, business savvy user base➡ Highly educated➡ Value affinity/alumni associations

➡ Single use for most users (job search and networking)

➡ User base hard to reach with mktg➡ Not conducive to promos or paid mktg➡ Opportunity in content driven mktg

Facebook for Business Professionals


PINTERESTThe Basics

The Pros The Cons

➡ Growing user base➡ Users spend a significant amount of

time using the web interface➡ Currently there is not a lot of noise. ➡ Opportunity to test new strategies and

tactics while the landscape is limited➡ Overwhelming demo are moms

➡ Largely untested➡ We don’t know what works/doesn’t➡ Highly visual, context requires click

thru➡ Unknown sustainability

New kid on the block. This is a bookmarking service at its core. Users find content with visual references, save these visual cues to their “Pin Board” and share these Bookmarks

and Pin Boards with friends on the site or other social media (facebook, twitter, etc)


The Pros The Cons

➡ Large (but largely inactive) user base➡ Those who do use it are highly

committed and satisfied with platform➡ Multimedia integration and leveraging

of Google Portfolio of products (search, YouTube, Picasa, etc)

➡ Inactive user base (avg 3 minutes a month)

➡ Many accounts are activated through gMail, YouTube, other portfolio products and aren’t even aware of Google+ as a platform

➡ Brand pages are in infancy

GOOGLE+The Basics

Today: Google’s entry into social media. Attempts to bring aspects of Facebook and Twitter into a single platform for a more complete and customizable experience.

Future: Google+ is thought to become the “Hub” of Google’s experience. Google’s full portfolio of products (search, YouTube, Picasa, Docs,

AdWords, Blogger, etc) will plug into Google+ as a central hub.


The Pros The Cons

➡ Large (but largely inactive) user base➡ Those who do use it are highly

committed and satisfied with platform➡ Multimedia integration and leveraging

of Google Portfolio of products (search, YouTube, Picasa, etc)

➡ Inactive user base (avg 3 minutes a month)

➡ Many accounts are activated through gMail, YouTube, other portfolio products and aren’t even aware of Google+ as a platform

➡ Brand pages are in infancy

GOOGLE+The Basics

Today: Google’s entry into social media. Attempts to bring aspects of Facebook and Twitter into a single platform for a more complete and customizable experience.

Future: Google+ is thought to become the “Hub” of Google’s experience. Google’s full portfolio of products (search, YouTube, Picasa, Docs,

AdWords, Blogger, etc) will plug into Google+ as a central hub. Social

Search

It’s not about the “+”


SOCIAL SEARCHGOOGLE AND GOOGLE+



SOCIAL SEARCHBING AND FACEBOOK


SOCIAL SEARCHBING AND FACEBOOK


S O W H AT ? I H AV E A W E B S I T E .W H Y D O E S T H I S M AT T E R ?

Jason Dobrolecki


Jason Dobrolecki

P U S H S T R AT E G I E S A R E B E C O M I N G L E S S E F F E C T I V E . W E M U S T B E E A S Y T O F I N D . B Y E N C O U R A G I N G C O N V E R S AT I O N A N D L E V E R A G I N G T H E C O M I N G A G E O F S O C I A L S E A R C H .


Jason Dobrolecki

K E Y S T O O R G A N I C S E O I N T H E S O C I A L S E A R C H E R A

Your Org Website

Google+

Organic/PPC Search

Blog

Multimedia

Twitter

Inbound Links

Outbound Links

Content/Key Words

Facebook

Technical (site structure)


S O C I A L M E D I A S A F E T Y T I P


Jason Dobrolecki


ADDITIONAL TOPICS COVERED DURING Q&AGroupon Offers

Pilot offer at a single site in Houston Y resulted in nearly 200 sales. 70% redeemed their Groupon. Of that total, 60% became full paying, monthly members.

Mobile WebsitesIf you don’t have a mobile website version, or if you thinking of revamping, now is the time to leapfrog the technology. No longer is a mobile site the way forward. New technology is “Responsive Design” where the website layout adapts automatically to the size of the browser (desktop, 10” iPad, 7” Android Tablet, 4-5” Android phones and 3.5” iPhones). The layout, graphics and photos resize automatically to optimize screen real estate and the need to manage multiple sites is eliminated. This also addresses the pressure to develop “Apps” for iOS and Android (and soon to be Windows 8 phones). These responsive design sites, when designed and structured effectively, act as “Web Apps” that are Operating System independent and can be viewed on any device, eliminated the need to create and iPhone app, Android App, Blackberry App and Windows App


ADDITIONAL TOPICS COVERED DURING Q&A

References

Gary Vaynerchuck - “The Thank You Economy”

Examples of Responsive Design sites

http://2012.ampersandconf.com/

http://css-tricks.com/

http://2012.newadventuresconf.com/








Jason Dobrolecki

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Technology

Social media 101 and the impact of social search