BurlyCon 2014 - Social Media for Winners

Social Media Marketing for Winners

Erica McGillivray Sr. Community Manager at Moz

@emcgillivray

Jo Jo Stiletto Professor of Nerdlesque @JoJoStiletto

We <3 Community

building

Social media geekery

Performs as Vicious Wishes

Producing & performing nerdlesque

What is Social Media?

@emcgillivray #burlycon @jojostiletto

Owned vs squatting

You own your own domain & email lists. You squat on social media.

Live events & social media

Different rules everywhere! Don’t be that guy

Business follower averages 14,709 followers 13,157 likes 229 followers 208 followers


Attention spans 18 minutes 2-3 hours 3 hours 3-4 hours


Your goals Promote your work Sell tickets Build your brand Network with other performers

Strategy Why are you on social media?

Strategy Why are you on social media? Branding: voice, tone, and looks

Strategy Why are you on social media? Branding: voice, tone, and looks How much time do you have?

Major Networks


Let’s dive into: Facebook


Page vs. profile Analytics Audience segmentation Updates seen less Only comment/tag other pages

“Better” networking Updates seen more often No analytics May shut down extra profiles, re: “real name” drama


Facial recognition

Good news: makeup & wigs can fool it. Bad news: getting smarter


Content ideas on graph search

Event RSVPing

Smackdown on clickbait

Let’s dive into: Twitter


Why? Networking with people you don’t know.

Why? Networking with people you don’t know. Growing your audience.

Why? Networking with people you don’t know. Growing your audience. Being a thought leader.

Bought 1,759,098 followers

Has 0

friends

How-to have conversations

Twitter’s all about gabbing in 140 characters.

Management tools

To hashtag or not to hashtag

Egobait

Images work

37.5x average engagement

Resonate

Is it working?

Twitter analytics

Is anyone seeing this?

Twitter analytics

Do people care?

Twitter analytics

Are they clicking?

Twitter analytics

What do they like?

Twitter analytics

Geo-targeting?

Twitter analytics

Who else do they like?

All about timing

Use Followerwonk to set times in Buffer

Let’s dive into: Instagram


Behind the scenes

The performance

Hashtags

Crossposting

Save all the photos!

Minor Networks


Quick View: Tumblr


Embed in your domain


90% reblogging

Automatically backup your content

Quick View: YouTube vs. Vine vs. Self-hosted


Brand awareness

6 ½ second expressions

Keep it to yourself

Quick View: Pinterest


Lots of opportunity

Board ideas

Quick View: Google Plus


Posting Tag

Posting Tag Hashtag

Posting Tag Hashtag Share

Not a ton of activity


An active community

Graveyard & N00b Networks


MySpace

Snapchat

Privacy & Safety


Tough Talk

There’s no way to guarantee it. Or completely hide your Muggle self.

Some Realities


Creepers

Grab this information Any user profiles & usernames Email addresses

Grab this information Any user profiles & usernames Email addresses IP addresses Websites they own/run

Grab this information Any user profiles & usernames Email addresses IP addresses Websites they own/run Their photos & unique avatars Phone numbers

Reporting harassment

Change the conversation

Let’s Revisit a Social Media Marketing Plan


Number of follows by influencers

Tickets sold Increased

mentions of you

Number of clicks on links to your site

Increased engagement

Number of successful

PR outreach

Metrics & trackable goals

Number of follows by influencers

Tickets sold Increased

mentions of you

Number of clicks on links to your site

Increased engagement

Number of successful

PR outreach

Set your clock

Check-in at regular time periods and then adjust.

You can do it!


Contact Us

Erica McGillivray @emcgillivray [email protected] Jo Jo Stiletto @jojostiletto [email protected]

Resources •  Social Engagement Metrics That Matter - Measuring, Tracking, and Reporting

FTW by Jen Lopez http://bit.ly/1BG8Gvm •  Best Social Media Metrics: Conversation, Amplification, Applause, Economic

Value by Avinash Kaushik http://bit.ly/Z3c5rB •  Beginner’s Guide to Social Media http://bit.ly/1nUXyKp •  The Marketer's Guide to Facebook Graph Search by Simon Penson

http://bit.ly/1rYObel •  The Essential Guide to Social Media Etiquette by Jen Lopez

http://slidesha.re/1CLfavB •  Surviving Without Snippets: Your New Video SEO Strategy by Casey Henry

http://bit.ly/XKN2cR •  Ello: The Complete Guide to the Ad Free Social Network by Mark Traphagen

http://bit.ly/1vDffx3 •  G+ Ripples Bookmarklet by AJ Kohn http://bit.ly/1nUXFFP

•  Twitter Analytics http://ads.twitter.com/ •  Tweetdeck http://www.tweetdeck.com/ •  Hootsuite http://www.hootsuite.com/ •  True Social Metrics http://www.truesocialmetrics.com/ •  Buffer https://bufferapp.com/ •  Rival IQ https://www.rivaliq.com/ •  Wistia http://www.wistia.com/

BurlyCon 2014 - Social Media for Winners

Social Media

Transcript of BurlyCon 2014 - Social Media for Winners