UC Berkeley Extension Social Media Strategies
Session 3
Keywords Keywords are the words or phrases (longtail) that a search engine user types into a search engine to find what they are looking for. Branded keywords are the search words or phrases that include the brand name or a variation of the brand name.
Keyword Research Ranking for the right keywords will make or break your website. And will also impact your social & content strategy: Are the keywords relevant to your website s content? Does your content contain the keywords? Will people find what they re looking for on your site using these keywords? Or will they land on an irrelevant page? Will this traffic result in revenue, increased website traffic, better website ranking or some other goal?
Example: Shoe Store Is it better to rank for brown shoes or Jimmy Choo or Jimmy Choo shoes?
Understanding Long Tail Keywords Popular search terms make up only 30% of searches on the web. Long tail search terms make up 70% of the world s search volume and also convert better.
Exercise 1. Go to Spyfu.com and look up a competitor s site. What are the top 5 most valuable keywords? 2. Are those keywords similar to what you had listed for your company from Homework?
Selecting Social Networks + 100 s more
Select Social Networks Prioritize your social networks according to where your core audience is (80% of them) Each social network should have its own strategy Technology B2b be on Pinterest? Coffee shop be on LinkedIn? Should you have a blog? Should a B2B be on Facebook?
B2B on Pinterest 10
B2B on Pinterest 11
B2B on Pinterest 12
Coffee Shop on LinkedIn 13
Coffee Shop on LinkedIn 14
B2B on Facebook 15
LinkedIn Marketer s goldmine Learn about prospects, business partners, competitors Showcase your expertise, testimonials, recommendations be top of mind You and everyone in your company are a representation of your brand
LinkedIn Personal Profile Walk the talk Your profile should be up to snuff It s the perfect billboard to advertise and promote your company without seeming too corporate Professional Headline + + Good Summary Good Headshot
LinkedIn Company Pages 18
A Digital Billboard 19
Prerequisites for Creating LinkedIn Company Page 1. You must be a current employee and have the company listed in your experience section on your personal profile. 2. You must have an email address @yourcompanyname.com on your profile. 3. Your company s email domain must be unique to your company. (For example, Gmail, Hotmail, and Yahoo are not unique domains.) 4. Your profile strength needs to be Intermediate, Advanced, or AllStar 5. You must have several connections. Linkedin.com>Interests>Companies>Create 20
LinkedIn Showcase Pages Dedicated pages you can use to highlight different aspects/products of your business Not recommended for small businesses
Promoting Your LinkedIn Company Page Add a follow button to your website Add a link to your email signature Add a link to your newsletter Cross promote on other social networks Include a link or follow button widget at the end of a blog post
LinkedIn Status Updates Company Status Updates Your company in the press Industry news Blog Newsletter Event/Webinar Whitepaper/Case Study New products/services Personal Status Updates Jobs Industry news Blog/LI post you ve written Conference you re attending Award you ve won
Break (10 mins) 24
Exercise 1. Make sure your LinkedIn profile is updated to have: Professional headline for what you want to be known for Custom URL that is your name Updated contact info, including: website that is your company name 2. Share 1 status update on your personal profile of either industry news or something else.
Create a Page Page Types
Facebook Cover Photos B2C Restaurants should have cover photos of food they re a B2C company and that s their core business.
Facebook Cover Photos B2C Fitness sites should have cover photos of exercise they re a B2C company and that s their core business.
Facebook Cover Photos B2C Financial institutions should have cover photos of people they re a B2C (or B2B) company and their core business is making people successful with their finances whether it be personal or business.
Facebook Cover Photos B2C Travel industry businesses should have cover photos of destinations they re a B2C company and their core business is vacation/getaways
Facebook Profile Photos B2B Market research companies should have cover photos indicating industry insights or charts they re a B2B company and their core business is research/insights.
Facebook Profile Photo B2Everyone News sites can have images that represent the news topics they talk about or the area in which they represent.
Custom Tabs Streamline your brand elements Ideas for custom tabs: Twitter Tab Pinterest Tab Networked Blogs tab Custom/promotional tab 74 px 111 px Tweak tab image & text to align w/ brand
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Administrating Your FB Page 5 Role Types Admin Has the ability to add people and assign admin roles + everything below Editor Has ability to create, delete & moderate content, create ads, and FB ads Moderator Has ability to delete & respond to comments by others, create ads, look at FB Insights Advertiser Has ability to create ads on behalf of Page, promote posts, and look at FB Insights Analyst Only has access to FB Insights (analytics)
FB Page Best Practices Always have at least 2-3 admins per company Page Make sure your cover photo tells the story about your brand Tell your brand s story through milestones Mix up your content with images, videos, text, FITB (fill-in-the blank), milestones
Facebook Graph Search Facebook Tools What: identify interests and hobbies of your fans, competitor fans, potential partner s fans Why: tailor your content to be relevant to your fans Link: the search bar within your personal profile 39
Facebook Debugger Tool Facebook Tools What: lets you tell Facebook to re-crawl your webpage metadata so you can change and update how your link looks when someone shares it on Facebook. Why: Scrapes and refreshes images or URLs, especially helpful in blogs Link: https://developers.facebook.com/tools/debug/ 40
Exercise (15 minutes) Likealyzer Look up 1 of your fictitious company s would be competitors -http://likealyzer.com/ Graph Search Try these searches: Favorite interests of people who like PAGE NAME Pages liked by people who like PAGE NAME Fans of PAGE NAME 1 and PAGE NAME 2 41
Facebook Tools Facebook Insights (Analytics) What: Facebook s internal analytics tool for Page owners Why: Useful to see post reach, engagement, amplification, audience demographics + more Link: Located within your Page Let s take a look 42
Takeaways about FB Analytics Reach is a crappy, costly metric Page Likes are a vanity metric for Execs Engagement is the most important metric Because they either happy Or they re pissed Use to see when the best time is to post Use to see where your fans are located Use to determine which posts to promote 43
Twitter It s where the conversation is happening whether you re there or not
Twitter Nomenclature Name Symbol Definition Example/Notes Replies/Mentions @ When someone mentions or replies to your brand they will put the @ in front of your Twitter handle so that you see it Retweet RT When someone repeats your tweet Hashtag # A way of demarking a topic in a tweet so that people can search and find those conversations easily Direct Message DM When someone sends you a private message on Twitter. You put a d (not dm) in front of their user name to send them a private message (like an email) Modified Tweet MT When someone retweets your Twet but has to modify it due to length or context. Usually precedes with MT rather than RT. @socialstrand thanks for the tip! Tracy says: RT @socialstrand Include a hashtag in your tweet so your conversation can be found by others This book is full of #socialmedia tips and tricks. d @tracysestili are you on Facebook? Let s connect there too! MT Agreed! @socialstrand Include a hashtag in your tweets so your convo can be found by others #smtip #socialmedia
Hashtags
Hashtags A word or string of words preceded by the # sign They have no spaces They have no special characters -!^$%&@* They can t start with or use only #s (#123) Use to expand reach of tweet, find relevant conversations, monitor your brand 47
Hashtag Tools Telling A Story Tagboard or Storify will gather the conversation around any hashtag 48
Best Practices for Hashtags on Twitter Don t use more than 2 hashtags per tweet Ask yourself if you want to be a part of an existing conversation or set a trend before creating your own hashtag Don t create branded hashtags unless you are buying the hashtag
Twitter Profile 1500x1500px < 400x400 but shrinks down to 48x48 so make sure it s legible
Twitter for Best Practices Business Cover photos should reflect your brand Profile image should be your logo, unless using it for customer service or sole proprietor or face of the brand Bio use all 160 characters if you can Pin popular tweets to the top Create lists to filter through the noise Use URL shorteners
URL Shortners Bit.ly, Goo.gl, tinyurl.com, ow.ly + many more
How do you get more Twitter followers? Listings: Add your brand to Twitter directories Chats: Participate in industry Twitter Chats This site lists them by day of the week or subject Twitter Ads: Create Follower Ads Links: Adding links to email signature, website, blog, newsletter, etc.
Situation: You re a B2B technology company and the VP of Marketing says, We ve just got to be on Pinterest! What do you do? Read: http://www.socialmediatoday.com/content/b2b -tactical-pinterest-strategy
Homework Create a fake Facebook Page for your brand (even if they already have one). Unpublish the page while you are working on it. Add a profile & cover photo Add at least one app or custom tab and modify image and name to look and feel like your brand Add at least 2 milestones and publish the page when you re finished. Email me the page: tracy@socialstrand.com by Tuesday, 6pm.