#capitano@smoc

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bye. 

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How Not To Social Network

GoAnimate.com: How Not To Social Network by Gearheadgal

Amazing, Leslie! 

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Activating communities of interest: engagement strategies for the social web

LESLIE I LOVE U! She said: the future is SOCIAL ETHNOGRAPHY!!  Finalmente, diamine, una conferenza in cui danno dignità all'unico vero modo che si può avere per ingaggiare realmente le persone! When you enter a community, you have to understand what that community is about & how you participate in it

How do your customers make their buyng decisions?  the new background for decision-making behavior is everywhere!  

we're in the Web 3.0 sphere where it's about the people and interactions.  How do you bridge the gap between what you say and do and what others say about you? kpi?  Scale vs relevancy  reach vs engagement creative vs technology automation vs conversation 

ASK the right questions! Where are the online places that people gather and share relevant information to your brand? who are the people who publish and create content about your brand and where do they gather?

People: identify the key influencers that matter Places: identify the key places where our target audience is engaged Content: identify the content themes and access point of engagement. [ndr: Paruzzi, quasi mi commuovo..  il capiruzzi team è perfettamente allineato mentre metà della sala annuisce e sembra sorpresa! ] Experts that are active in creating engaging content for our segment Partner that can distribute and amplify our message to their own communities Customers who will really care about the brand 

The People Web: Who you are. Who you know. What you know. Association 'tween you & others & you and topics Che la community sia sul proprio sito, sui propri brand social e in qualsiasi altro posto non fa differenza, sono tutte brand community e come tali devi prepararle, studiarle, attribuire valori specifici.  You need to be everywhere, don't expect your audience to come to the mediums or platforms you choose. Synthesize mupltiple sources of data: - determine relevant candidate pool - score & prioritize based on traffic, activity and goals - compare with competitors - perform sensitivity analysis - listen, test, analyze! 

PEOPLE + PLACE + CONTENTS= ENGAGEMENT

sinceramente direi People+CONTEXT+Content = ENGAGEMENT Context is what makes content stic 

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reputation management e social media. moves for handling a flash crisis

[work in progress]  [placeholder: stiamo facendo un esercizio basato su possibili scenari e tipologie di reazioni dei brand] 

spunti sparsi: "Gone Ostrich" = when a brand goes silent in the face of a crisis

Quote of the day: "Brands want love, consumers want sex." Women are 25% more likely to share information that is targetable on Facebook than men HTML5 will transform activity streams by incorporating engagements.  Facebook ads: CPC VS CPM: never choose CPM. Fb's algorithm will show it to people who are less likely to click. Not the case with CPC Tips on Facebook ads- Keep it offer driven, fresh creative, geo-targeted Do fans want to be part of a brand community? Or do they want a coupon? It doesn't matter: they want something special! Community management is an important part of making that community conversation a "safe" and desirable place to advertise. tt's risky to advertise in forums:people go their to engage not be marketed Consider using "share" over "like" so you get a copy of the data before it gets shipped off to Facebook 

no one has the answer for social success yet, so test & measure everything  FB will quantify the "assists" as content and conversation move from person to person– helping brands see who the “assistants” are 

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Paid social: large brands making a big splash

Un panel leggerino sull'allocazione dei budget mentre aspetto i due veri panel interessanti della giornata che inizieranno alle 11.

Modera, Gary Ware [che sembra will.i.am dei Black Eyed Peas], director of Media Operations a Covario (http://www.covario.com/). 

Before get started: 

DON'T BE CREEPY!  Paid social is to amplify your message but with a strategy

Intel case history: 233% increase in facebook fan base in 6 weeks,with a mix of paid and natural 

Paid social ads can amplify your campaign and msg. But you must a strategy to keep those followers

Il caso DIESEL: take a brand, make an audience, growth the audience and start conversation. develop content  and build conversation.  Brands know they must hv social as a component. But they need to produce original content and distribute it to the right pp

Beyond fans & followers: social crm, social staff

Analyst project $30 billion in facebook store commerce by 2015, from $0 last year ust because you can, doesn't mean you should. Get the right audience: it is not more customers it is the right customers.  Let's talk to roi:

1) facebook increases viewthrought conversations (3X to 5X compared to direct ROI) 2) facebook increases search clicks and conversation rate (especially in brand campaigns (3 to 1.0 ROI) 3) Facebook direct ROM (or ROAS or ROI) should be better that all your other display media. It it's not, it's not them, it's you 4) think to cultivate the funnel 5) capture leads strategically, unlock the energy at rhe right time.  

Targeted Facebook ads give you same eyes at lower CPM. But is it equal? Is a B2B prof on FB attuned to prof ads?

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senza parole. scusate ragazzi per la qualità ma .. è una grazia che questo fucking telefono di cui non vi dirò il brand non si sia riavviato 32 volte mentre registravo. il rap di Aaron Goldman, Chief Marketing Officier di Kenshoo. don't try this at home! 

--- aggiornamento---  ecco il testo della canzone:

Check check, check check it out… This one goes out to my peeps at SMOC. I go by the name of Tha Lyrical G. They also call me the PPC MC, But today I’m just here socially. You see. I came to give these trends another look. Social Media, ya call it Facebook. I think their ad model’s gonna catch on, And I’m gonna rock the mic til the breaka break of dawn. Now don’t just sit there and be bitter. You’ll make money someday too, Twitter. And while y’alls tweetin’, use hashtag SMOC. And if you’re online, won’t you please Like Me.

(Freestyle…)

Like Me. C’mon. Like Me. C’mon. You Like Me Now. How Ya Like Me Now? Ya Like Me. Ya Really Like Me.

I can keep goin’, I can keep flowin’. But these rhymes, they just keep knowin’ that, Social Media, you operate without a net. What you’re gonna give is what you’re gonna get. So, take some money, put it into ads. Next thing ya know, it’s more than a fad. Facebook’s makin’ that real cash money, And I’m gonna take it out cuz it’s sweet as honey. A shout out to all my peeps at Kenshoo, They’re sittin’ over there and they’re wearin’ blue. And I just came to do this one thing here, So let me make it very very clear, That I’ve got nothing else to say to thee,

But, yo, shout out… SMOC.

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The mistakes we always make is we assume the success in the next 10 years will be the same as the success in the last 10 years

Eric Schmidt, 2002

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Keyword intelligence: keyword research for search, social & beyond

3step to drive digital strategies: (la batteria del computer mi ha abbandonato, sto scrivendo dall'ipad che mi corregge a CDC le parole)

What about keyword influence: Interesting in something Visualize what you find when you search for something (search expectation) what keyword do we use? Serp/landing pages Conversion page

Unified messaging into multi digital channel Keyword relevancy: context is king le keyword sono fondamentali in tutti i passaggi

Keyword research brief: The importance of been a good copywriter ;) How to choose with the right keyword? Picking the tight keyword more relevant and take your time to put relevant and contextual content. Process: Brainstorm, refine, categorize, test performance.

Analyze more than search volume: build a qualitative layer

Keyword tools: Keyword discovery Word tracker YouTube keyword tool Word stream 5minute site Local market source

Social media based keyword research Twassup Tweet qa

Blinkx

6 step to develop a social media strategy Listen Goals and objective Develop a plan Develop content Engage Measure … Mi augur Che la slide dope sia la versione super più, che questa è un tantino obsoleta rispetto al livello di conversazione della giornata.

Keywords research helps you listen and track. Track popular and trending topic.

Use keyword in social media content. What about relevant points of engagement? Customer complaint Other assistance Ask for feedback Customer praise Other gratitude Provide free product