To Tweet Or Not To Tweet

Art Professionals of Texas

@giovanni

July 14, 2012

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Social MediaTo Tweet Or Not To Tweet

To TweetOr NotTo Tweet


@giovanni

Thank You!

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@giovanni

About @giovanni

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On one hand Giovanni is a recovering Microsoft .NET programmer turned internet journeyman who develops online audience growth & engagement strategies for clients in music, media, missions, faith, film, tv, tech & causes.

On the other hand he is a professional photographer and filmmaker who focuses on the same topics. Giovanni produces content for GeekBeat.TV and serves as a faculty member at Five2Media, xTrain, and Adobe TV.

And, if you’re not careful you might catch him or his work on Troubadour, TX, a syndicated TV series airing in over 40 million households in 140 U.S. markets each week.


@giovanni

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Starting With The End In Mind


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What are we dealing with here?

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@giovanni

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Do you have a plan?


@giovanni

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Do you have a plan?

•Differentiate•Be Relevant•Have a Budget•Define Your ROI & Your ROE•MAKE A PLAN - GOALS ARE GOOD


@giovanni

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Do you have a plan?

•Give it legs - Give ‘em something to talk about•Lead them to a destination or a point of conversion•What’s a Point of Conversion?•Provide a way to engage•Stay engaged•Provide the means and the incentive to share


@giovanni

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Do you have a plan?


@giovanni

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Do you have a plan?


@giovanni

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Do you have a plan?

•Define target audience•Determine goals and objectives•Develop and implement tactics to achieve goals•Monitoring, measuring, & reporting•Wash, rinse, & repeat


@giovanni

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What *really* drives traf!c?


@giovanni

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How Will They Find Your Art?


@giovanni

EmailFacebookFlickrFoursquareGoogle+TumblrTwitterWordpressYouTube

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Tools Of The Trade


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Build Your Email List!


@giovanni

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What Do I Put Where?


@giovanni

Facebook InsightGoogle AnalyticsGraderHAROHootSuiteKloutMap My FollowersPeerIndexYouTube Insight

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Tools Of The Trade


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Tools Of The Trade



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Tools Of The Trade



@giovanni

Section 1

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SEO 101: The Very Basics


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click thrus | humans

keywords & phrases | humans

back links | search engines

anchor text | search engines


@giovanni

Keywords

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How Google Works

(Simpli!ed)


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Keyword Research

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https://adwords.google.com/select/KeywordToolExternal




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Keyword Research

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@giovanni

Keyword Research

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Keyword Research

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Using Your Keywords

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The Secret Formula

Title TagTitle of ArticleH1 Tags300 - 500 Words Per Page3% - 5% Keyword DensityKeyword-Rich links to your page/article


@giovanni

Using Your Keywords

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How To Write For The Web

Write for people, not machinesFocus your messageUse the language of your audienceUse - but don’t overuse - anchor text linksAdd a photo & add your key phrase at the beginning of the photo caption


@giovanni

Section 2

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Facebook & Google+


@giovanni

PR > WOM > Marketing > Advertising

Social Media > SEO > Email Marketing > PPC

Social Currency

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PR & Social Media Deal In The Same Currency


@giovanni

social capital = reputation = access to resources/access to more connections = reciprocity (favors added up) = public accomplishments = increased levels of trust = reputation = more social capital:

wash, rinse, repeat

Social Currency

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PR & Social Media Deal In The Same Currency


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What Did Facebook Do Right?


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What Did Facebook NOT Do Right?


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So what? What are you going to do about it?


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So what? What are you going to do about it?


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And the crowd went wild.


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Google+ Launches Public Beta 6/2011


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Google+ Invites Start Pouring In


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16 days


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120 days

53 Million +


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And then lots of them left.


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one


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Audience Size

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April, 2012

Facebook 901 MillionGoogle+ 240 MillionTwitter 210 Million


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Networks Compared

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Facebook Friends Lists - Closed


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Networks Compared

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Facebook Friends Lists - Cannot Be Optimized


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Networks Compared

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Twitter Lists Are A Vote For People


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Networks Compared

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Google+ Circles


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Networks Compared

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Circles are a vote for peopleGoogle is looking at in"uence.


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Networks Compared

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Circles are a vote for peopleGoogle is looking at authority.


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Networks Compared

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Circles are a vote for peopleGoogle is looking at connections.


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Networks Compared

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Circles are a vote for peopleGoogle is looking at memes.


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Networks Compared

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Circles are a vote for peopleGoogle is looking at threads.


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Networks Compared

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Circles are a vote for peopleGoogle is looking at __________.


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Social Media Optimization

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Optimizing Your Google+ Pro!le Page


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Introduction/About You and Your Gallery


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Occupation/Employment


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Location, Location, Location!


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Get Seen!


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Google+ Style

You can write in bold or italic, but you just have to make some small “additions”. To write in bold, write the word in asterisks: *example*. If you want to write in italic, put it in underscores: _example_. If you want the words you write to appear cut, use a hyphen: -example-.


@giovanni

Let’s talk about SEO for Facebook.


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Optimization


@giovanni

That was quick.


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Optimization


@giovanni

...but seriously.


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Optimization


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Building Engagement


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Communication Strategy


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Communication Strategy


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Like Buttons, Share Buttons, & More

Integrating Facebook

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Social Plugins


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Social Plugins


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Social Plugins


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Get Your Brand!


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Pages NOT Pro!les


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Promote Your Page Of"ine


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Branded Applications

Be Efficient!


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Branded Applications

Mind The Performance!


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Facebook Ads“Why do you “Like” brands on Facebook?

• Brand Invitation or Ad - 75%•Friend Inviting - 59%•Personal Research - 49%


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Facebook AdsDesign > Text & Image


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Facebook AdsTargeting


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Facebook AdsSet Daily Budget & Pricing


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Facebook AdsReview & Pay


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Section 3

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Twitter


@giovanni

Section 3

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Best Practices For Twitter

Use a photo of yourself that’s interesting

Follow people that YOU think are interesting, not just b/c everyone else is following them.

Mix in SOME personal information

Don’t SPAM - Bring value

Use twitter search to find others

Join the conversation! use the @ sign before another person’s name to get their attention

Most importantly - create and build relationships


@giovanni

Section 3

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Best Practices For Twitter

Establish twitter accounts for specific demographicsGrow your twitter follower list firstPopulate twitter streams with relevant content using Twitter Feed or Ping.fm

Use innovative ways to get them to follow and friend you on facebookSweepstakes are terrific


@giovanni

Section 3

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Twitter For Artists


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Section 3

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What Is Twitter Good For?


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Section 3

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Applications


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Section 3

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Applications


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Section 3

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Applications


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Section 4

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YouTube & Flickr


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My Weapons Of Choice

Section 4

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Photos/Video


@giovanni

Canon 5DCanon 7DCanon T2i (T3i)Canon G12GoPro HDiPhone

Section 4

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Equipment


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Section 4

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Before


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Section 4

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Before

Passion: “I have never had a job I was not passionate about.” - Kurt Podeszwa (Camp For All), SchipulCon in the speaker room.

If you are not passionate about what you’re doing, stop.

I’m serious.

Just stop.


@giovanni

Section 4

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Before

Build Relationships


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Section 4

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We need to reset our expectations

Anyone who says social media is free doesn’t know squat about running an effective social media campaign.


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Section 4

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FOR EXAMPLE: Building a portfolio (translated: work, write, create, or shoot for free sometimes.)

But, DO NOT establish the value for your product/services at $0.00. NEVER be available for anyone for free when THEY request your time. NEVER.



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Section 4

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Easy enough (kind of) if you are doing this for your own brand. But if you have employees or a vendor doing this for you, it just stopped being “free”.



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Section 4

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Photography as a Social Tool


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Section 4

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Photos on Google+


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Section 4

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Photos on Facebook


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Section 4

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Photos on Pinterest


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Section 4

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Photos on Instagram


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Section 4

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iPhoto Metadata


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Section 4

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Aperture Metadata


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Section 4

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What the user sees on Google+


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Section 4

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What the user sees on Facebook


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Video SEO

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How About Video?


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Video SEO

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How About Video?


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Video SEO

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How About Video?


@giovanni

Video SEO

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How About Video?Video SEO Ranking Factors

-Title-Description-Tags-Views-Ratings-Playlist Additions-Inbound Links-Relevance of content-Flagging/Favorites-Shares/Embeds-Onsite Links-Comments-Age of VIdeo-Channel Views-Subscribers


@giovanni

This is where I have to prove that stuff works.

Almost Over

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Put Your Money Where Your Mouth Is


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Almost Over

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@giovanni


Almost Over

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@giovanni


Almost Over

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@giovanni


Almost Over

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@giovanni

But can you repeat it?

Almost Over

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@giovanni

But can you repeat it?

Almost Over

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@giovanni

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Questions?

Questions?

Thank You


@giovanni

07.18 Integrating Social Media with Email Marketing (ROSMB) Dallas, TX

07.22 Social Media Bootcamp (Training Connections) Nairobi, Kenya

07.25 Kickstart Your Event With Social Media (Fort Worth Initiative) Fort Worth, TX

08.14 Integrating Social Media with Email Marketing (Gravity Center) Plano, TX

08.15 YouTube Basics for Business (ROSMB) Dallas, TX

more dates at http://LiveLoudTX.tumblr.com

Upcoming Talks

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http://www.meetup.com/rowdfw/


http://www.facebook.com/pages/Fort-Worth-Initiative/152510278099207




http://gravitycentredallas.com/






http://LiveLoudTX.tumblr.com

http://LiveLoudTX.tumblr.com


@giovanni

Thank You

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Giovanni [email protected]://LiveLoudTexas.com

google+: http://LiveLoudTexas.com/plusfacebook: http://www.facebook.com/LiveLoudTexaslinkedin: http://linkedin.com/in/LiveLoudTXtumblr: http://LiveLoudTX.tumblr.com twitter: http://twitter.com/giovanniyoutube: http://youtube.com/LiveLoudTX

http://LiveLoudTexas.com/preso

Download this presentation!

mailto:[email protected]

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http://LiveLoudTexas.com

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http://www.facebook.com/LiveLoudTX

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http://liveloudtx.tumblr.com

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http://twitter.com/giovanni

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To Tweet Or Not To Tweet

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