Anvil Webinar April 2012 - Advanced Social Media: How to Utilize Top Platforms
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Transcript of Anvil Webinar April 2012 - Advanced Social Media: How to Utilize Top Platforms
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Advanced Social Media: How to Utilize Top Platforms
Presented by:Jason Kane (@jasonjkane)Account ExecutiveAnvil Media, Inc.503.595.6050 ext [email protected]
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About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine marketing services, including search engine optimization, analytics, pay-per-click management, online reputation management, mobile & social media marketing services.
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Some of Our Clients
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100% of account team Google AdWords & Analytics certified100% of account team published and spoken in the industryHigh client & employee retentionFounding member of SEMpdx trade associationSocial Media & PPC Training partner with OMI & WhartonExpertise in technology and entertainmentMajority of clients come from word-of-mouth and referralsAward winning: PBJ Fastest Growing, Inc 5,000, AMA MAX
Anvil Key Differentiators
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Agenda
TimelineEdgeRankPPC AdsPremium Ads
Profile Optimization@Mentions#HashtagsSponsored Products
Follow ButtonFeatured ProductsUpdatesPPC AdsPremium Ads
Channel OptimizationVideo OptimizationPromoted Products
Agenda
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Timeline
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Cover Photo
850 x 315 pixels
What you can’t do:• Include price or purchase info• Contact info• Calls to action• References to Facebook
feature such as “Like” or “Share” (no arrows pointing)
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Above the Fold Information
1 “About” box that will vary by type of business – 150 characters
2. Photos – native application that will always be in first position and shows the most recent photo uploaded
3. Custom apps – photos are 110 x 74 pixels and can be customized.
4. The rest of your custom apps which can be rearranged, except for the photos native app
1
2
3
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No More Landing Pages
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“Like” Insight
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Custom Apps
Upload custom photo app icon (110x74 pixels)
Existing apps are centered in new space
• Now 810 pixels wide up from 520 pixels
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Private Messaging
Great customer service option
Brands are not allowed to initiate contact with users
Users don’t have to be fans to message the brand
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Tell a Story
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Highlight a Story
Highlight a post to expand across both columns
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Highlight a Story
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Pin Posts to Top
Only use for content that you want to have high visibility
Posts stay expanded at the top of the timeline for 7 days
New method to feature content with the demise of custom landing pages
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EdgeRank
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EdgeRank – How to Maintain Visibility
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Based on EdgeRank – Fans see the pages and people they interact with most.
Build affinity by encouraging weighted activity through engaging content.
The average brand posts are seen by less than 10% of their fans
EdgeRank Explained
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How to Stay in Feeds
Always include a thumbnail or a video
Ask open ended questions• Don’t state opinions, use fill in the
blank
Short, focused posts• Posts with 80 or less characters
result in 27% more engagement than posts with 80+
Interact with fans
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Facebook PPC Ads
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Self-Serve PPC Ads
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Creating Ads Step 1: Ad Content
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Creating Ads Step 2: Targeting
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Creating Ads Step 3: Campaigns, Pricing and Scheduling
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Campaign Performance Data
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Facebook Premium Ads
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New Premium Ads
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Examples of Premium Ads
$25k/month minimum spend
New premium placements on mobile and within news feeds
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Placements and Formats
New Placements• Newsfeed• Mobile Newsfeed• Logout Screen
New Formats• Status• Event• Question• Status• Photo• Video
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Mobile Facebook Ads
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Reach Generator
Reach 75% of fans• Typical posts only reach 10-
15% of fans
Additional engagement and greater ROI
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Profile Optimization
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Existing Best Practices
Prominent logo
Custom background
Cross promoting other social profiles
Photos of contributors with Twitter handles
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Upcoming Brand Pages
New banner space• 835 x 90 pixels
Ability to “pin” tweets to the top
• Expands photo or video content automatically
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@Mentions
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Use the @ and the username when you want to respond to another Twitter user
Powerful for customer service
Engage with users
Using @Mentions
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#Hashtags
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A hashtag can be added to posts in order to make them more visible in search and give them the ability to become a ‘trend’
Use hashtags to start a new trend or participate in ongoing popular conversations.
Using #Hashtags
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Be careful using hashtags that are too general
Danger of Hashtags
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Twitter chats use a predetermined schedule and hashtag to create a trended conversation among a niche audience• Usually moderated by 1 or more
users• Large list of Twitter Chats: http://
bit.ly/GCOlh7
Twitter Chats
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Twitter Sponsored Products
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Promoted Accounts
Targeted by existing users interests and follows
• Can refine further with keywords• Can geographically target users
Cost per follow (CPF) auction• Competitive bid is $2-3
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Promoted Tweets
Targeted by search keywords• Can geographically target users• Average engagement rates at 1-3%
Cost per engagement (CPE) auction
• Engagement defined as a click, favorite, retweet, or reply
• Competitive bid is $0.50
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Promoted Trends
Reserved on first come, first serve basis
• One advertiser per day• Fixed price of $120k for 24 hours
Average engagement rate is 0.20% on the Trend
For large advertisers looking for awareness building
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Promoted Tweet & Account Analytics
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Promoted Trend Analytics
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Follow Button
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Install a Follow Button
1. Make sure you’re an admin of your company page
2. Visit: https://developer.linkedin.com/plugins/follow-company
3. Select button format
4. Generate code an install on site
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Featured Products
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Featured Products
Update your products / services page with images
Completely free
Add up to 3 banners to any outside destination URL
• 640 x 220 pixels each
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Featured Products
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Updates
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Brand Page Updates
Company Twitter integration is gone
• Still available for individual profiles though
Posts need to be made on LinkedIn as page admin
Updates will appear in individual LinkedIn newsfeeds
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LinkedIn PPC Ads
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Self Serve PPC Ads
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Creating Ads Step 1: Create Campaign
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Creating Ads Step 2: Targeting
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Creating Ads Step 3: Campaign Options
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PPC Ad Performance Data
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LinkedIn Premium Ads
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Display Ads
$20-25k minimum spend
Only available through LinkedIn ad network
IAB standard units
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Content Ads
Share video, tweets, blogs, etc.• Available in 300 x 250 pixels
or 160 x 600 pixels
Use existing RSS feeds
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Partner Messages
Delivered to the LinkedIn inbox of targeted users
One 1 delivered every 60 days to any one member
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Polls
Engage users questions that also gain valuable market data
Results are updated dynamically to reflect new answers as they come in
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Channel Optimization
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Channel Homepage
Welcome video
Custom background
Prominent logo
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Video Optimization
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Optimizing Individual Videos
Conduct keyword research using YouTube keyword tool: https://ads.youtube.com/keyword_tool
Descriptive, catchy titles with keywords included
Optimize Tags• Relevant tags that describe the video• Use as many tags as possible, while
staying relevant• Most important tags should match
keywords from title and description• Avoid usage of “and, “or”, and similar
words
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Include Call-to-Action
End each video with a call-to-action
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YouTube Promoted Products
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Video Targeting Tools
Select the type of advertisement on YouTube
• Type of ad• Geographic targeting• Placements
This tool then automatically generates the campaigns in AdWords
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Promoted Videos
Similar to PPC ads, but with video content
Bid on specific keywords and only pay for clicks
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Managed placements through Google AdWords
Ads as side banners or video overlays during playback
Display Ads
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In-Stream Ads
Play prior to requested video content being loaded
0:30 in length
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Full creative freedom
60 million daily impressions
Custom tracking & measurement
24 Hour Homepage Takeover
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Wrap Up
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ResourcesArticlesSocial Media Metrics That Matter
http://blogs.imediaconnection.com/blog/2012/02/22/social-media-metrics-that-matter/
How to be a Rock Star on 8 Social Media Platforms
http://www.imediaconnection.com/content/30534.asp
3 Tips To Keep Your Social Media Content Calendar Full
http://www.searchmarketingstandard.com/3-tips-to-keep-your-social-media-content-calendar-full
How to Become a Social Media Guru in 3 Easy Steps
http://blogs.imediaconnection.com/blog/2011/07/23/3-step-social-media-guru/
White PapersThe Marketer’s Guide to Getting Started with Social Media Marketing
http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/social-media-
marketing-white-paper
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Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com Subscribe to our newsletter or follow us on Twitter - @anvilmedia Contact us with questions about today’s webinar or Anvil services
Q&A and Next Steps
Nick Footer Business Development Executive
Anvil Media, Inc.310 NE Failing StreetPortland, OR 97212
503.595.6050 x228 office503.481.6629 [email protected]: @nickfooterLinkedIn: nickfooter
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