How many audience members: Part One: Content

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1 How many audience members: - Use a content management system or blog - Use RSS feeds (on-site and off) - Tweet? - Have Facebook accounts? - LinkedIn? Quora? DesignFloat? - Have more than 3 social media profiles - More than 5? Things weʼll cover today: Part One: Content How will you create content for your website and social media profiles that engages, incites action, and attracts search engine.

2 Part Two: Engagement How will you create content for your website and social media profiles that engages, incites action, and attracts search engine. Part One: Measurement How will you create content for your website and social media profiles that engages, incites action, and attracts search engine. Part One: Strategy A solid strategy is important and keeps you from getting in over your head.

3 On the one hand, itʼs all about search engine-friendly publishing: - Regular site content updates increase results - The more your site is crawled by search engines, the more you show up in results. - Also: the more sites that link to you (using keyword-rich anchor text) the higher your page rank - The higher your page rank, the more traffic you will get from On the other hand, itʼs all about engagement: - Creating content that people actually want to read/watch improves their opinion of you. - Creating content that people actually want to share increases brand exposure. - Joining conversations about mutual interests with friends/ followers is more valuable than either of the above. SMO Defined: The methodization of social media activity with the intent of attracting unique visitors to website content. This is a bit short-sighted since it doesnʼt touch on the idea of using social networking tools to build relationships. But the basic gist is there.

4 Either way, it all starts with content. Creating good content is essential, but itʼs easy to get in over your head, i.e. The blog that ate Mightybytes! Content means many things to many people. Figure out which kinds of content will work for you and what you can realistically manage. Take a deep breath. Before you dive into this figure out what you want to do first. Plan it out, work through all the details, document it, get started. Most common mistake organizations make is to dive in without having a plan first.

5 Run everything through the value filter! If your content doesnʼt provide some sort of value to those who read it youʼre wasting your time. Content Rules, one of the most valuable books Iʼve read this past year. Fun, engaging, and chock-full-of-great info! One of the most important take-aways: kill boring content! Donʼt be afraid to be irreverent, funny, clever, etc. Just add value. Good general rule: 70-80% content that adds value 20% content about you and your accomplishments

6 Online relationships are with people not profiles. Who needs what you have to offer? (note I said needs) Who wants your content? Which sites are they using? Blogs? Twitter? FB? Niche sites? Goals - What, specifically, do you wish to accomplish? Drive more targeted traffic? Meet more people? Sell more tickets? Build audience engagement? Figure out your approach: - Social media, blogs, social bookmarking, etc. - Which sites are appropriate? - How much time can you spend on each? - What is your budget?

7 Singlehandedly one of the biggest challenges of SMO and website maintenance. Competitive Analysis - Whoʼs doing it better? - Can you do it better? - How will you differentiate yourself (very important for keyword strategy) Create content in context for where it will be experienced, i.e. posts on Twitter, Facebook, or your website should all be different.

8 Mightybytesʼ Green Photo Booth The magic was unveiled at Andersonville Farmerʼs Market during Green Week. Works like a typical photo booth with a social media component: all photos are uploaded to Flickr and shared (no printing). Most importantly, make sure it sounds natural and is geared to your target audience. Donʼt write over (or under) their heads. This works best for your website, but is relevant for social content as well.

9 Use a combination of general broad term and long tail keywords in your content for best results. This works best for your website, but is relevant for social content as well. WordTracker: Helpful tool for defining site keywords: - Metatags - Headers - Content Great for PPC (pay-per-click) accounts as well: - AdSense Google Keyword Tool: Offers detailed reports on keyword suggestions, including number of searches, popularity, cost, etc.

10 SEOMoz Keyword Extractor Extracts terms from your site that are used for targeted searches. Analytics programs will tell you how your keywords are performing. Give your keywords a few months. If they are not performing satisfactorily, swap ʻem out. Next to content, good design practices are one of the most important ways to instill confidence. In his insightful book Website Optimization from O Reilly, author Andrew B. King cites credibility-based design as one of the top factors in maximizing site conversion rates.

11 Reading Gravity in design: Brand identity and important visuals top left. End pages with call-to-action. Build designs that appeal to not just users but emotions and specific behaviors. Create custom channels for increased engagement and brand equity: - Use credibility-based design to extend your brand - Increase exposure

12 Web video, along with audio and images Video statistics from the depths of the Internet. Rationale: why dynamic content makes sense - drives new traffic - keeps site fresh: repeat visits from current users - instills confidence in your abilities (if itʼs good) - easily shared

13 More topics weʼll cover: - media formats: text, image, video, etc. The power of a good viral video. Conversion Video: Will it Blend. Companyʼs web video efforts result in a measurable sales increase.

14 If education is a big part of your organizationʼs mission, there are many many tools out there to bring your message to millions, itunes being a big player. Hundreds of places to put your video. Tubemogul Distribute content to multiple video sharing and social sites from one centralized location Supports all the major sites Track traffic and file metrics

15 With 20 hours of video content being posted to YouTube every minute how do you stand out from the hoards? Search engines index videos based on the metadata you include when uploading files: - Think keywords - Transcripts of video clips in description fields - URLs to drive traffic - Think channel customization UGC Considerations: Who owns it? How do you monitor it? Is moderator backlash a concern? Or do you let the community have control?

16 Community Management: If youʼre running a social site or group it is imperative that it is regularly updated and that community members are engaged regularly with conversation starters, discussions, incentives, etc. Everybodyʼs Lincoln: Fun Flash utility that allows users to ʻLincolnizeʼ themselves.

17 Everybodyʼs Lincoln: Utility allows users to share images via or post to Flickr. Everybodyʼs Lincoln: Best chosen pics were plastered across busses, subway stations, trains, etc. Never used advertising

18 People love to share things they have made Give them the tools to do so and they will become your best word-of-mouth marketing asset. Part Two: Engagement Your best interaction with audiences may not be on your website or blog.

19 Web traffic? signups? Ticket sales? Figure it out and put a plan in motion. Facebook gets more than twice the number of visits than any other social site. Building a solid network of engaged followers is a time consuming endeavor Here are some ways to get started.

20 Where are your peeps spending time online? How will you find them? Start with keyword searches. Bookmark sites. Create accounts. Build out profiles. Start engaging. Thousands of social tools out there. Start searching on all (or many) of them. Bigger sites have more general purposes (and more traffic), but they also have Groups: Search again does wonders: Trends in Twitter Hashtags

21 While niche social sites are more specialized and represent the future of social media. - Allow for more targeted audiences - Each one has profile and linking capabilities - Connect with people of like interests. Twitter search function. Advanced search allows for very targeted searches: words people hashtags geolocation whether or not they asked a question 19 different languages Twitter search function. Advanced search allows for very targeted searches: words people hashtags geolocation whether or not they asked a question

22 Social Fundraising: Great way to reach a large amount of people very quickly. As a general rule, individual donation amounts tend to be smaller. Case Study: Climate Ride A 300 Mile Bike Ride for Sustainable Solutions Case Study: Climate Ride Raised nearly $10k

23 Case Study: Climate Ride Top 10 fundraiser Top 5 Team Case Study: Climate Ride All fundraising was done via social tools. -DonorDrive App -Facebook, Twitter, and LinkedIn -Videos posted online -Updates on good work beneficiaries were doing Case Study: Climate Ride MapMyRide web and iphone app Used to share training updates with networks.

24 Case Study: Climate Ride Climate Ride Rhyme: Joyʼs Poem Posted to YouTube, shared across networks. Case Study: Climate Ride Kept Facebook feed a constant stream of activity: - Updates on great work of beneficiaries. - Auto-updates from DonorDrive. - Updates on the ride itself. - Fundraising updates. - Environmental news of interest. Case Study: Climate Ride Twitter stream: - Auto-updates from DonorDrive. - Conversations with other environmental orgs/people. - Conversations with donors. - Sharing blog posts.

25 Part Three: The Return Off-Domain / Driving Traffic Web traffic? signups? Ticket sales? Figure it out and put a plan in motion. What kind of return are you looking to get?

26 Create comparative benchmarks: - competitors - web traffic (yours and others) - keyword performance If youʼre measuring web traffic, for instance, compare it over several months/years. As with social networking tools, marketing technology comes in many forms. Post Rank: Social intelligence software - Track 20+ of the most popular social networks - Helps you find network influencers - Benchmark competitors - Track any kind of online content PR was recently acquired by Google, so look for their tools to

27 Google Analytics: Dashboard Birdʼs eye view of site traffic: - Overall visits - Page views - Pages per visit - Bounce rate - Average time on site In Google Analytics, a goal represents an action or engagement with your website that is important to the success of your business. There are three types: Time on Site A conversion is triggered when a visitor spends more or less time on the site than the threshold you have specified. You should be careful with this measurement, because it can be very difficult to determine the right amount of time that qualifies as a quality visit. Use funnel paths to de There are three types: Time on Site A conversion is triggered when a visitor spends more or less time on the site than the threshold you have specified. You should be careful with this measurement, because it can be very difficult to determine the right amount of time that qualifies as a quality visit.

28 Track unique visits to your site. - Who came - What pages did they visit - When did they visit Visitors menu gives you TONS of data on site visitors. Google Analytics: Mobile Devices. Sorted by operating system Can drill down to screen size, resolution, etc. Will even tell you if the devices are Flash-enabled.

29 Social Media Metrics plug-in for Firefox also allows you to see how many views specific pages got on certain social sites. What to do with all this data? Questions to Answer: - How many visitors, leads, customers? - Where are they coming from? - Whatʼs driving them to you? - Are they becoming customers? - Why or why not? - How can you give them a more engaging and rewarding

30 To Do List: Website - Create better user experience! - Tweak site performance: speed, reliability - Optimize for SEO: code, graphics, etc. - Streamline checkout process - Create custom landing pages - Do split testing - Focus groups, user testing, etc. Social measurement tools: - Seesmic - IceRocket - Hootsuite - Social Mention - etc. IceRocket: real-time search on blogs, social networks and the web.

31 Hootsuite: Manage and monitor multiple accounts: Twitter Facebook Facebook pages Foursquare etc. Radian6 Bought recently by SalesForce Radian6 provides organizations with a platform to listen, discover, measure and engage in conversations across the social web. Dashboard Explore your data on an interactive dashboard, and use Radian6 s in-depth social media metrics and tools to find meaningful results and actionable data in Update and view information across social networks, blogs, microblogging platforms, etc.

32 Track information across social networks, blogs, microblogging platforms, etc. Google Alerts: Track whatʼs being said about you online What to do with all this data?

33 To Do List: Social - Create better user experience! - Analyze content for target needs - Tweak design and usability - Join the conversation more often - Engage your community - Lather, rinse, repeat Got questions? Mightybytes Thank you! For more information check us out at