The online channels: Tips and Techniques 28 September 2010 by Ramsey

@ramseym Today’s Objectives Help you understand how your efforts online can extend your brand. Provide you with specific, actionable tips and techniques, to increase website visits.

@ramseym Agenda Your website Leveraging the channels: – – Google Search – Facebook – YouTube – Twitter Commenting and Contests “4:1 Rule”

@ramseym Ramsey Mohsen, Consultant and Social Media Strategist Digital Evolution Practice Lead for Social Media Leads/executed/advised social media engagement efforts for Hallmark, Gordmans, Ferrellgas, Midland Radio, KC United Way Recognized regional and national speaker on social media Prolific video blogger, one of the first life-casters on justin.tv, over 1 million views on YouTube, globally featured video on YouTube home page for over three days, covered by national and regional mainstream media for video blogging efforts Named one of Kansas City’s inaugural “twenty in their twenties” emerging civic leaders in their under thirty

@ramseym Digital Evolution Group, Firm Overview

@ramseym "Your website isn't a destination. Get over yourself."

@ramseym 58% check first. …people start their day by checking their . - eMarketer, July 2010

@ramseym YouTube is #2 YouTube is now the second most used search engine in the world. - Comscore 2010 report

@ramseym Million …active users on Facebook.

@ramseym 50% log on Of the active users, 50% log on to Facebook every day.

@ramseym One-Third The proportion of women who check Facebook when they first wake up – even before going to the bathroom. - Oxygen Media and Lightspeed Research photo credit: mashable.com

@ramseym 27 Million The average number of Tweets sent per day.

@ramseym Your website isn’t good enough. It’s not a destination. A website is 1 component of a larger online strategy. You must have “outposts” for discovery. All roads should lead back to your website(s).

@ramseym Is social media the answer?

@ramseym No. Social Media isn’t replacing anything. It’s 1 part of the spectrum of communication. It should be “with” not “instead of”.

@ramseym You need to have a digital strategy. The channels all support each other. Google Search Facebook YouTube Twitter

@ramseym 58% of people start their day by checking their . Integrate and social media to increase customization and relevancy. No questionable ROI. A/B testing, multivariate, and segmentation.

@ramseym Tactics Weekly or monthly “best of” s. – highlight comments and specific people 1-click sign-up field on every page. Prominent “Share with a Friend” . Send “Welcome” 1 week after sign-up. Grow your list! – “give to get” campaigns – Shows and conventions collect s – Contact Us form should have “opt-in” checkbox

@ramseym Google Search PPC vs. SEO (“pay” vs. “pray”). Rewrite your print headlines. – print = short, to the point, save space – online = longer, proper nouns, first/last names, cities, state Inbound/outbound links. META tags and page titles configured.

@ramseym Google Search

@ramseym Facebook Take advantage of your profile photo. – 200 x 600 px of space

@ramseym Facebook Link readers to your website for traffic. Use bit.ly links.

@ramseym Facebook Link your related Facebook pages.

@ramseym Facebook Using symbol to tag people and other Facebook pages.

@ramseym “Facebook Collect” for By creating strategies and tactics in which you combine and social media, your digital efforts work together and complement each other rather than being disjointed.

@ramseym YouTube Within the description of each video on YouTube place links back to your website for more details. Use tags. YouTube = authoritative link-back

@ramseym YouTube “How to” instructional videos perform well. If you feature or highlight a video on your website, provide additional information not in the video. – “behind the scenes” – teasers, “What’s your favorite part?”

@ramseym Twitter “No one reads all your Tweets. Get over yourself.” – Twitter is like gigantic gushing stream or river of many things… – Your followers will not see everything you post. The more you Tweet, your chance of being “noticed” in the huge river of Tweets increases. are the “ ” of Twitter – Time of day DOES matter.

@ramseym Twitter The “fire hose” vs. niche Link your author names and Twitter handles Search for and use local #hashtags

@ramseym Commenting Commenting should be on every part of your website. It’s a huge traffic driver. alerts sent for follow-up comments to users.

@ramseym Commenting "An online community that allows commenting is a strong traffic driver, but it's also an ethical responsibility. If you write content that you want your audience to discuss, you should provide them with the tools to do just that on your website. If you do not promote open discussion, you're not properly serving your community.“ – Whitney Mathews: Online Editor, LJWorld.com

@ramseym Easy Contests Simple and light contest(s) work. Ask Dunkin Donuts. – Post a photo. – Just leave a comment. – Share an experience. – Pick from a list of options.

@ramseym Rapidly Evolving Space Social media is green field, moving and changing daily. While good models and best practices are emerging… there is no single right answer for any substantive length of time. Try. Learn. Refine.

@ramseym The “4:1 Rule” It’s not about you. “If you build it, they won’t come.” Follow the 4:1 Rule For every ONE social object (piece of content) that is about you, there needs to be FOUR social objects that are: informative inspirational entertaining engaging re(markable) promote others

@ramseym Questions? Ramsey Mohsen