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Playbook

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Derek Wenzell
Derek Wenzell

This document provides a summary of major social media platforms and how they can be used. It outlines Facebook, Twitter, LinkedIn, YouTube, Digg, Delicious, Ning, Foursquare, and bit.ly. For each platform it discusses good uses, okay uses, bad uses, user information, how to use it, and key terminology. The overall document aims to be a quick reference guide for marketers on these starting social media options.

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SOCIAL MEDIA PLAYBOOK The quick reference guide for the major social media platforms
THE STARTING LINEUP 1. Facebook 7. Ning 2. Twitter 8. foursquare 3. LinkedIn 9. bit.ly 4. YouTube 5. digg 6. delicious
FACEBOOK A social networking site where people can add friends, send messages, and build a pro鍖le
GOOD FOR: CustomerCommunication- Great for engaging people who feel passionately about your brand Brand Exposure- Fan pages are great exposure for a brand
OK FOR: Traf鍖cto Your Site- Traf鍖c is decent and on the rise thanks to share buttons and counters, but dont expect massive numbers of unique visitors on your site. You need to give them a reason to go to your site
BAD FOR: SEO- little to no value aside from blogs picking up and featuring your posted links
IT CAN ALSO BE USED FOR: Market Research- You can search for groups and fan pages that were formed around a shared interest Makes it possible to see how consumers interact around this interest
USER INFORMATION 400 million users worldwide Fastest growing segment is 30+ year olds Average user becomes a fan of 4 pages per month
HOW TO USE IT Set up a user account Set up your personal pro鍖le page (takes less than 30 minutes) Can create fan pages and groups or join by searching or being invited to join Can add applications to your fan page to increase interactivity and to better show off the personality of your brand
TERMINOLOGY FanPage- A page created for a person, character, or brand that allows fans of him/her/it to interact and share content about him/her/it
TWITTER A microblogging site that enables users to read and send tweets (messages of 140 characters or less)
GOOD FOR: Customer Communication- Use keyword search monitoring to see what people are saying about you and your competitors Brand Exposure- Offers unique opportunities for Web integration and to engage with customers in a viral way
OK FOR: Traf鍖c to Your Site- Potential can be large but promotion is an art form SEO- Tweets will rank high in search results but shortened URLs are of little use
IT CAN ALSO BE USED FOR: MarketResearch- Can see trending topics and search what people are saying about a certain topic
USER INFORMATION Most users are older adults 74% of users have <10 followers 49% of users came over in the celebrity rush Tweets are approaching 50 million per day
HOW TO USE IT Set up a pro鍖le (takes a minute) Download the application to your smart phone Search and follow others to receive their tweets Send tweets from your computer or your phone
TERMINOLOGY Tweet- A message ReTweet (RT@)- Posting someone elses tweet while giving them credit (paste their tweet after the @ sign) Hashtag (#)- Put it in front of words and the tweet will show up in searches for that term
LINKEDIN A social networking site for business professionals
GOOD FOR: Brand Exposure- Effective for personal branding and demonstrating your organizations professional prowess. Encourage employees to maintain complete pro鍖les to strengthen the teams recognition
OK FOR: Customer Communication- Not the main focus, but it is possible by answering industry-related questions, establishing yourself as an expert in the 鍖eld SEO- Almost guaranteed on the 鍖rst page of search results for your company or employees
BAD FOR: Traf鍖c to Your Site- Not expected to drive a lot of visits but those few visits are probably could be from potential clients or customers Quality not quantity
IT CAN ALSO BE USED FOR: Networking- Can establish identities before a face-to- face or after by following up Recruiting- A great place to 鍖nd quali鍖ed candidates. There are recruiting functions that will help 鍖nd the perfect candidates
USER INFORMATION 60 million registered users About half are in the U.S. 11% in Europe
HOW TO USE IT Set up a personal pro鍖le (takes around 20 minutes) Should be updated when necessary Invite contacts to join your network and be connections Join groups that are relevant to your industry To stay up to date on current trends and to meet new contacts
TERMINOLOGY Connections- Professional contacts Answers- A place for professionals to ask questions that anyone can answer
YOUTUBE A video sharing website where users can share and upload new videos
GOOD FOR: Customer Communication- A powerful channel to quickly engage your customers, respond to complaints, and show your social media savvy Brand Exposure- One of the most powerful branding tools on the web, when building your own channel promote via high traf鍖c sites SEO- Very good for building links back to your site because videos rank high
OK FOR: Traf鍖cto Your Site- Traf鍖c goes to the videos so put a hyperlink in the video description Traf鍖c will not correlate closely with video views
USER INFORMATION Over 1 billion views per day Most of the videos are uploaded by individuals
HOW TO USE IT Set up a user pro鍖le (takes a few seconds) Set up a branded channel
TERMINOLOGY Spotlight Videos- Highlights premium channels to keep branded channels happy Promoted (Sponsored) Videos- Part of Youtubes search advertising program Featured Videos- primarily 鍖lled by sponsors but does include some user content
DIGG A social news site where users can discover and share content
GOOD FOR: Brand Exposure- Huge opportunities for promoting press/blog coverage of your brand If your content is too ad-like they will kick you off the site Traf鍖c to Your Site- Big opportunity, so be active in the community or 鍖nd someone that is Consider launching an industry blog on a non-corporate Web domain to establish yourself as a thought leader SEO- Even if your story doesnt become popular then your page will still be indexed quickly This is one of the best sites to get linked to by bloggers if your story is popular
OK FOR: Customer Communication- An objective third-party write-up as a PR effort, to counteract bad press or customer sentiment, can be promoted
IT CAN ALSO BE USED FOR: Market Research- By seeing whats popular in certain categories a better idea of what drives the consumer, with an interest in that category, can be attained
USER INFORMATION Top 100 most traf鍖cked sites on the Internet
HOW TO USE IT Create a user pro鍖le (takes a few seconds) Search for news and videos in the Upcoming section Digg or bury news and video to vote them up or down Search the Top 10 list for the most popular news and videos Can comment and build a network of friends to share content with
TERMINOLOGY Digg- to vote up an article Bury- to vote down an article Upcoming Stories- a section for the most recently posted articles
DELICIOUS A social bookmarking site where users can share and store bookmarked pages
GOOD FOR: SEO- Pretty much everything about the site helps: When your page is bookmarked its a direct link back to your site When youre on the front page or the big category tag pages that trust will pass directly to your URL
OK FOR: Traf鍖c to Your Site- informative, massive reference places bookmarked for later use will drive some traf鍖c to your site
BAD FOR: Customer Communication- You can see what people tag with your brand name but communication is non-existent Brand Exposure- Not enough brand recognition unless you want to be known for providing reference content for later retrieval
IT CAN ALSO BE USED FOR: Market Research- can search keywords that other users have tagged their bookmarks with to see what people with those interests are looking at online Can be useful for identifying individual sites or complementary interests you didnt know existed
USER INFORMATION 5 million users 150 million bookmarked URLs
HOW TO USE IT Create a user account (takes a minute) Bookmarksites by using the delicious button in your bookmark bar Tag keywords that relate to the bookmarked site
TERMINOLOGY Tag- words used to describe the bookmarked URL They are searchable
NING A website where you can create your own social network or join others
IT CAN BE USED FOR: Branding- can create your own network that centers around the interest the brand best identi鍖es with Market Research- a lot less effort to join networks that are formed around an interest that you are researching Can see how consumers interact around this interest with friends and other enthusiasts
USER INFORMATION 40 million registered users 1.9 million networks
HOW TO USE IT Create an account (takes 5 minutes) Join networks and interact (very similar features to Facebook) Create your own network (is a serious time commitment)
TERMINOLOGY Create your own Ning- create your own network Other terms are very similar to Facebook
FOURSQUARE A location-based social networking site, software for mobile devices, and game
IT CAN BE USED FOR: Programs- by interacting with consumers in a real world setting and simultaneously linking that with social interaction you are creating an experience that is more memorable to the consumer Market Research- Limited, but by looking through different tips in a given area you can see what interests those consumers
USER INFORMATION Over 500,000 users Received over 300,000 check-ins in a single day
HOW TO USE IT Set up an account online (takes a minute) Download the application to your smart phone Invite friends to be your friends on Foursquare (only people you want to share your whereabouts and activity with) Use the app to search nearby locations and tips (your phones GPS automatically establishes your location)
TERMINOLOGY Check-in- Literally checking-in at a location with the app on your phone (tells your friends where you check-in) Tip- users can leave recommendations on what to do, what to order, what to avoid, etc. for individual locations (can be searched by anyone in the vicinity) Mayor- the user who has checked-in the most times at a location
BIT.LY A website that allows you to shorten URLs and track the number of clicks your new link receives
IT CAN BE USED FOR: Analytics- It will show you: how many people click on the links you post the time distribution of those clicks referrers of the link Therefore showing you what your most popular content is
HOW TO USE IT Set up an account (takes a minute) Copy any URL and paste it into the shortening bar on the website Click shorten and the new link with fewer characters will show up It links to the exact same place as the original Scroll down to see a history of the URLs youve shortened
REDPEG MARKETING APRIL 3, 2010 Follow me on: Twitter @DerekWenzell LinkedIn http://www.linkedin.com/in/ derekwenzell

More Related Content

Playbook

  • 1. SOCIAL MEDIA PLAYBOOK The quick reference guide for the major social media platforms
  • 2. THE STARTING LINEUP 1. Facebook 7. Ning 2. Twitter 8. foursquare 3. LinkedIn 9. bit.ly 4. YouTube 5. digg 6. delicious
  • 3. FACEBOOK A social networking site where people can add friends, send messages, and build a pro鍖le
  • 4. GOOD FOR: CustomerCommunication- Great for engaging people who feel passionately about your brand Brand Exposure- Fan pages are great exposure for a brand
  • 5. OK FOR: Traf鍖cto Your Site- Traf鍖c is decent and on the rise thanks to share buttons and counters, but dont expect massive numbers of unique visitors on your site. You need to give them a reason to go to your site
  • 6. BAD FOR: SEO- little to no value aside from blogs picking up and featuring your posted links
  • 7. IT CAN ALSO BE USED FOR: Market Research- You can search for groups and fan pages that were formed around a shared interest Makes it possible to see how consumers interact around this interest
  • 8. USER INFORMATION 400 million users worldwide Fastest growing segment is 30+ year olds Average user becomes a fan of 4 pages per month
  • 9. HOW TO USE IT Set up a user account Set up your personal pro鍖le page (takes less than 30 minutes) Can create fan pages and groups or join by searching or being invited to join Can add applications to your fan page to increase interactivity and to better show off the personality of your brand
  • 10. TERMINOLOGY FanPage- A page created for a person, character, or brand that allows fans of him/her/it to interact and share content about him/her/it
  • 11. TWITTER A microblogging site that enables users to read and send tweets (messages of 140 characters or less)
  • 12. GOOD FOR: Customer Communication- Use keyword search monitoring to see what people are saying about you and your competitors Brand Exposure- Offers unique opportunities for Web integration and to engage with customers in a viral way
  • 13. OK FOR: Traf鍖c to Your Site- Potential can be large but promotion is an art form SEO- Tweets will rank high in search results but shortened URLs are of little use
  • 14. IT CAN ALSO BE USED FOR: MarketResearch- Can see trending topics and search what people are saying about a certain topic
  • 15. USER INFORMATION Most users are older adults 74% of users have <10 followers 49% of users came over in the celebrity rush Tweets are approaching 50 million per day
  • 16. HOW TO USE IT Set up a pro鍖le (takes a minute) Download the application to your smart phone Search and follow others to receive their tweets Send tweets from your computer or your phone
  • 17. TERMINOLOGY Tweet- A message ReTweet (RT@)- Posting someone elses tweet while giving them credit (paste their tweet after the @ sign) Hashtag (#)- Put it in front of words and the tweet will show up in searches for that term
  • 18. LINKEDIN A social networking site for business professionals
  • 19. GOOD FOR: Brand Exposure- Effective for personal branding and demonstrating your organizations professional prowess. Encourage employees to maintain complete pro鍖les to strengthen the teams recognition
  • 20. OK FOR: Customer Communication- Not the main focus, but it is possible by answering industry-related questions, establishing yourself as an expert in the 鍖eld SEO- Almost guaranteed on the 鍖rst page of search results for your company or employees
  • 21. BAD FOR: Traf鍖c to Your Site- Not expected to drive a lot of visits but those few visits are probably could be from potential clients or customers Quality not quantity
  • 22. IT CAN ALSO BE USED FOR: Networking- Can establish identities before a face-to- face or after by following up Recruiting- A great place to 鍖nd quali鍖ed candidates. There are recruiting functions that will help 鍖nd the perfect candidates
  • 23. USER INFORMATION 60 million registered users About half are in the U.S. 11% in Europe
  • 24. HOW TO USE IT Set up a personal pro鍖le (takes around 20 minutes) Should be updated when necessary Invite contacts to join your network and be connections Join groups that are relevant to your industry To stay up to date on current trends and to meet new contacts
  • 25. TERMINOLOGY Connections- Professional contacts Answers- A place for professionals to ask questions that anyone can answer
  • 26. YOUTUBE A video sharing website where users can share and upload new videos
  • 27. GOOD FOR: Customer Communication- A powerful channel to quickly engage your customers, respond to complaints, and show your social media savvy Brand Exposure- One of the most powerful branding tools on the web, when building your own channel promote via high traf鍖c sites SEO- Very good for building links back to your site because videos rank high
  • 28. OK FOR: Traf鍖cto Your Site- Traf鍖c goes to the videos so put a hyperlink in the video description Traf鍖c will not correlate closely with video views
  • 29. USER INFORMATION Over 1 billion views per day Most of the videos are uploaded by individuals
  • 30. HOW TO USE IT Set up a user pro鍖le (takes a few seconds) Set up a branded channel
  • 31. TERMINOLOGY Spotlight Videos- Highlights premium channels to keep branded channels happy Promoted (Sponsored) Videos- Part of Youtubes search advertising program Featured Videos- primarily 鍖lled by sponsors but does include some user content
  • 32. DIGG A social news site where users can discover and share content
  • 33. GOOD FOR: Brand Exposure- Huge opportunities for promoting press/blog coverage of your brand If your content is too ad-like they will kick you off the site Traf鍖c to Your Site- Big opportunity, so be active in the community or 鍖nd someone that is Consider launching an industry blog on a non-corporate Web domain to establish yourself as a thought leader SEO- Even if your story doesnt become popular then your page will still be indexed quickly This is one of the best sites to get linked to by bloggers if your story is popular
  • 34. OK FOR: Customer Communication- An objective third-party write-up as a PR effort, to counteract bad press or customer sentiment, can be promoted
  • 35. IT CAN ALSO BE USED FOR: Market Research- By seeing whats popular in certain categories a better idea of what drives the consumer, with an interest in that category, can be attained
  • 36. USER INFORMATION Top 100 most traf鍖cked sites on the Internet
  • 37. HOW TO USE IT Create a user pro鍖le (takes a few seconds) Search for news and videos in the Upcoming section Digg or bury news and video to vote them up or down Search the Top 10 list for the most popular news and videos Can comment and build a network of friends to share content with
  • 38. TERMINOLOGY Digg- to vote up an article Bury- to vote down an article Upcoming Stories- a section for the most recently posted articles
  • 39. DELICIOUS A social bookmarking site where users can share and store bookmarked pages
  • 40. GOOD FOR: SEO- Pretty much everything about the site helps: When your page is bookmarked its a direct link back to your site When youre on the front page or the big category tag pages that trust will pass directly to your URL
  • 41. OK FOR: Traf鍖c to Your Site- informative, massive reference places bookmarked for later use will drive some traf鍖c to your site
  • 42. BAD FOR: Customer Communication- You can see what people tag with your brand name but communication is non-existent Brand Exposure- Not enough brand recognition unless you want to be known for providing reference content for later retrieval
  • 43. IT CAN ALSO BE USED FOR: Market Research- can search keywords that other users have tagged their bookmarks with to see what people with those interests are looking at online Can be useful for identifying individual sites or complementary interests you didnt know existed
  • 44. USER INFORMATION 5 million users 150 million bookmarked URLs
  • 45. HOW TO USE IT Create a user account (takes a minute) Bookmarksites by using the delicious button in your bookmark bar Tag keywords that relate to the bookmarked site
  • 46. TERMINOLOGY Tag- words used to describe the bookmarked URL They are searchable
  • 47. NING A website where you can create your own social network or join others
  • 48. IT CAN BE USED FOR: Branding- can create your own network that centers around the interest the brand best identi鍖es with Market Research- a lot less effort to join networks that are formed around an interest that you are researching Can see how consumers interact around this interest with friends and other enthusiasts
  • 49. USER INFORMATION 40 million registered users 1.9 million networks
  • 50. HOW TO USE IT Create an account (takes 5 minutes) Join networks and interact (very similar features to Facebook) Create your own network (is a serious time commitment)
  • 51. TERMINOLOGY Create your own Ning- create your own network Other terms are very similar to Facebook
  • 52. FOURSQUARE A location-based social networking site, software for mobile devices, and game
  • 53. IT CAN BE USED FOR: Programs- by interacting with consumers in a real world setting and simultaneously linking that with social interaction you are creating an experience that is more memorable to the consumer Market Research- Limited, but by looking through different tips in a given area you can see what interests those consumers
  • 54. USER INFORMATION Over 500,000 users Received over 300,000 check-ins in a single day
  • 55. HOW TO USE IT Set up an account online (takes a minute) Download the application to your smart phone Invite friends to be your friends on Foursquare (only people you want to share your whereabouts and activity with) Use the app to search nearby locations and tips (your phones GPS automatically establishes your location)
  • 56. TERMINOLOGY Check-in- Literally checking-in at a location with the app on your phone (tells your friends where you check-in) Tip- users can leave recommendations on what to do, what to order, what to avoid, etc. for individual locations (can be searched by anyone in the vicinity) Mayor- the user who has checked-in the most times at a location
  • 57. BIT.LY A website that allows you to shorten URLs and track the number of clicks your new link receives
  • 58. IT CAN BE USED FOR: Analytics- It will show you: how many people click on the links you post the time distribution of those clicks referrers of the link Therefore showing you what your most popular content is
  • 59. HOW TO USE IT Set up an account (takes a minute) Copy any URL and paste it into the shortening bar on the website Click shorten and the new link with fewer characters will show up It links to the exact same place as the original Scroll down to see a history of the URLs youve shortened
  • 60. REDPEG MARKETING APRIL 3, 2010 Follow me on: Twitter @DerekWenzell LinkedIn http://www.linkedin.com/in/ derekwenzell