1. March Fathom Webinar

2. That’s Sooooo 2011
 Facebook Changes, Again?
 I Should Measure What?
 Wait, there is an Old Retweet and a New Retweet?
 The New Rules of Working with Influencers
 Should I Really Spend Time on [insert trendy new social channel here]

3. Facebook Changes, Again?

4. Facebook in 2011
 In early 2011 Facebook pages got a makeover which included tabs
moving below the profile picture and the addition of banner photos.
 Admins were able to start using Facebook as a page to interact with
other pages, like, comment, etc.
 Many pages were building custom tabs and default landing pages to
run promotions, add branding, welcome visitors.

5. The Facebook World Today
 Facebook pages need to be more engaging than ever to gain followers
and keep them active.
 If you want to reach your audience on Facebook, it will be necessary to
use sponsored stories.
 Facebook launched timeline for business pages
 Increased privacy settings for users

6. Why the Change?
 As in the past, Facebook page design is following the look of personal
profiles.
 Timeline allows people and businesses to tell their story, brand their page
and highlight what matters
 Edgerank
 Algorithms that allow the News Feed to show you the top, relevant content.
 Facebook ads will start appearing in newsfeeds as sponsored stories,
this will push organic content further down the page making advertising
more necessary.
 Facebook also removed the ability to set a default landing page (tab)
on Page Timelines, all visitors land on your timeline.

7. What you should do differently on Facebook
 Create your business page timeline
 Cover Photo
 Update tab navigation images
 Update custom tabs to the wider 810 pixels
 Review your timeline and decide what to feature
 Add milestones
 Fans can now send direct, private messages to pages
 Take conversation off the wall if necessary
 No default landing page but can still link directly to a custom tab
 Ads can be used to find and engage your target audience, drive traffic
to a custom tab
 Post directly to Facebook.com as much as possible
 Rank better than posts from 3rd party applications

8. I Should Measure What?

9. The World In 2011
 Let’s track every activity from every channel and determine the
success of our social media by the weight of the reporting
 I want 10,000 Likes! I want 3,000 Followers. I want a Following to
Follower ration of pi.
 Time, effort and money spent on reporting the wrong numbers

10. The World Today
• Awareness – Are clients, customers, and those who influence clients
and customers talking about my brand?
• Interest - Are they engaged with my brand, products and people?
• Desire - Are social media programs getting customers and clients into
my conversion process?
• Action– Am I generating more sales, leads, voters, donors or members
from social media communications?

11. Why the Change?
 ―We can track everything online!‖ – ―What’s the ROI of brushing your
teeth?‖—‖No wait, we can track everything‖
 We didn’t want more metrics, we wanted more meaningful metrics
 Technology and mindset are converging to allow us to be smarter
about tracking

12. What You Should Do Differently
 Determine what metrics would make you ecstatic with your social
media program
 Figure out how to track those metrics
 Don’t just work in a vacuum, look at benchmarking

13. Twitter – Less Bird, more….

14. The Twitterverse in 2011
 In the past we were in Twitter metrics overload. Numerous websites
provided metrics that measured every single aspect of the twitter
experience
 Influence, impact, engagement, signal, velocity, generosity, clout and reach
 3rd party Twitter tools were preferred to Twitter.com because they
offered more functionality and ease of use.
 Retweets were shared using the old format: RT @username ….
 Spam accounts were an increasing problem
 Scheduling tweets was effective and encouraged

15. Twitter Today
 Twitter launched a major update to their website at the end of 2011
 The new design encouraged users to browse and discover more on the
website
 New interactions tab shows mentions, RTs, follows, list additions
 Twitter.com supports features that in the past were only provided by 3rd
party tools
 Retweets, URL shortener, Photo upload
 Hashtags have become part of the conversation
 Twitter for customer service
 Increased emphasis on what is happening now
 Tweets per second records set
 Super Bowl
 Steve Jobs
 Tebow

16. Why the change?
 People are becoming more familiar with Twitter language
 Twitter had to catch up to keep users on their site
 Focusing on right (not all) metrics, content, connections that matter
 Emphasis on keeping the conversation relevant and real

17. What you should do differently
 Don’t forget to use hashtags and usernames within your conversation
 Block and report spam
 Keep the conversation real time
 Don’t share old news
 Don’t start a public mention with @
 Use the Twitter retweet unless you want to add personalization or
comment, make it easy for others to RT you
 Scheduling tweets is okay but be sure you know what is scheduled to
avoid a Twitter #fail
 Monitor and respond to all questions and concerns

18. The New Rules of Working with Influencers

19. The World In 2011
 There are 2,000,000 blogs talking about home insulation products.
Let’s hire an army of PR interns to contact 100 of them with a pitch and
an offer.

20. The World Today
• Who are the most influential, important and vocal influencers? (Hint:
you probably don’t know them.)
• How can we develop a relationship between our plan and those
influencers?
• Transparency on the expectations and the reason
• You can Tweet a pitch
• Content is real currency, spend it!

21. Why the Change?
 Bloggers figured it out. They actually knew all along
 Even mediocre bloggers get too much email
 True hubs on social media have tremendous reach within their
segments

22. What You Should Do Differently
 Put your efforts into building real and meaningful relationships with
influencers and advocates
 Be transparent, then, be a little more transparent than that
 It’s not a one and done thing, maintain the relationships on an ongoing
basis

23. 2012 Survival Tips

24. Take Your Time
 Take your time to explore and research new networks before jumping
in
 Don’t force it on new networks
 Join for a reason
 Does it make sense for your business?
 Will it make sharing your information easier?
 Is your audience using the network?
 How will this new network affect your social media presence as a whole?

25. MySpace is Dead
 MySpace dead
 Well maybe not dead but fallen and not for business
 Too much spam
Top Social Networking Sites and Forums By US market share of visits (%),
2008-2011 Source: Experian Hitwise

26. Pinterest
 Pinterest is highly visual
 Sites pinned must have an image or video
 Make sure you are citing the original source
 Be an expert
 Join for a reason
 Tips
 Ideas
 Infographics
 Sharing original content

27. Google+
 Google+ does impact your SEO
 Optimize your Google+ profile
 Optimizing your Circles
 Format your posts headlines
 Create compelling content
 Share compelling content
 Optimize the +1 button
 Confirm ownership of your site/account

28. Spend Time on Facebook
 People spend LOTS of time on Facebook, and so should you!
 People spend more time on Facebook than Yahoo, Google and Bing
combined
 Get your brand in front of people where they are spending their time
U.S. web users monthly minutes in billions
53.5 billion minutes per month spent on
Facebook

29. Mobile
 Increase of social networking via smartphone devices
 In the U.S., 64 million smartphone users accessed social networking or
blog destinations via their mobile device in December 2011
 Increase of 77% from the previous year

30. Summary
 Build your Facebook Timeline
 Use Facebook Ads and sponsored stories to reach your audience
 Track metrics that matter to you
 Use Twitter language effectively to optimize your posts
 Build meaningful relationships with influencers and advocates
 On new social networks, join for a reason

31. Questions?
 @bbalderaz
 @dcrebekah
www.fathomdelivers.com
Bill Balderaz Rebecca Roebuck
President Social Media Manager
Fathom Columbus Fathom Columbus