BurlyCon 2014 - Social Media for Winners
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Social Media Marketing for Winners
Erica McGillivray Sr. Community Manager at Moz
@emcgillivray
Jo Jo Stiletto Professor of Nerdlesque @JoJoStiletto
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We <3 Community
building
Social media geekery
Performs as Vicious Wishes
Producing & performing nerdlesque
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What is Social Media?
@emcgillivray #burlycon @jojostiletto
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Owned vs squatting
You own your own domain & email lists. You squat on social media.
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Live events & social media
Different rules everywhere! Don’t be that guy
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Business follower averages 14,709 followers 13,157 likes 229 followers 208 followers
@emcgillivray #burlycon @jojostiletto
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Attention spans 18 minutes 2-3 hours 3 hours 3-4 hours
@emcgillivray #burlycon @jojostiletto
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Your goals Promote your work Sell tickets Build your brand Network with other performers
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Strategy Why are you on social media?
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Strategy Why are you on social media? Branding: voice, tone, and looks
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Strategy Why are you on social media? Branding: voice, tone, and looks How much time do you have?
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Major Networks
@emcgillivray #burlycon @jojostiletto
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Let’s dive into: Facebook
@emcgillivray #burlycon @jojostiletto
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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
@emcgillivray #burlycon @jojostiletto
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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
@emcgillivray #burlycon @jojostiletto
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Facial recognition
Good news: makeup & wigs can fool it. Bad news: getting smarter
@emcgillivray #burlycon @jojostiletto
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Content ideas on graph search
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Event RSVPing
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Smackdown on clickbait
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Let’s dive into: Twitter
@emcgillivray #burlycon @jojostiletto
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Why? Networking with people you don’t know.
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Why? Networking with people you don’t know. Growing your audience.
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Why? Networking with people you don’t know. Growing your audience. Being a thought leader.
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Bought 1,759,098 followers
Has 0
friends
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How-to have conversations
Twitter’s all about gabbing in 140 characters.
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Management tools
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To hashtag or not to hashtag
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Egobait
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Images work
37.5x average engagement
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Resonate
Is it working?
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Twitter analytics
Is anyone seeing this?
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Twitter analytics
Do people care?
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Twitter analytics
Are they clicking?
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Twitter analytics
What do they like?
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Twitter analytics
Geo-targeting?
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Twitter analytics
Who else do they like?
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All about timing
Use Followerwonk to set times in Buffer
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Let’s dive into: Instagram
@emcgillivray #burlycon @jojostiletto
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Behind the scenes
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The performance
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Hashtags
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Crossposting
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Save all the photos!
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Minor Networks
@emcgillivray #burlycon @jojostiletto
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Quick View: Tumblr
@emcgillivray #burlycon @jojostiletto
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Embed in your domain
@emcgillivray #burlycon @jojostiletto
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90% reblogging
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Automatically backup your content
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Quick View: YouTube vs. Vine vs. Self-hosted
@emcgillivray #burlycon @jojostiletto
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Brand awareness
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6 ½ second expressions
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Keep it to yourself
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Quick View: Pinterest
@emcgillivray #burlycon @jojostiletto
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Lots of opportunity
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Board ideas
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Board ideas
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Quick View: Google Plus
@emcgillivray #burlycon @jojostiletto
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Posting Tag
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Posting Tag Hashtag
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Posting Tag Hashtag Share
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Not a ton of activity
@emcgillivray #burlycon @jojostiletto
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An active community
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Graveyard & N00b Networks
@emcgillivray #burlycon @jojostiletto
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MySpace
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Ello
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Snapchat
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Privacy & Safety
@emcgillivray #burlycon @jojostiletto
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Tough Talk
There’s no way to guarantee it. Or completely hide your Muggle self.
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Some Realities
@emcgillivray #burlycon @jojostiletto
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Creepers
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Grab this information Any user profiles & usernames Email addresses
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Grab this information Any user profiles & usernames Email addresses IP addresses Websites they own/run
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Grab this information Any user profiles & usernames Email addresses IP addresses Websites they own/run Their photos & unique avatars Phone numbers
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Reporting harassment
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Change the conversation
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Let’s Revisit a Social Media Marketing Plan
@emcgillivray #burlycon @jojostiletto
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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
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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
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Set your clock
Check-in at regular time periods and then adjust.
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You can do it!
@emcgillivray #burlycon @jojostiletto
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Contact Us
Erica McGillivray @emcgillivray [email protected] Jo Jo Stiletto @jojostiletto [email protected]
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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/