Below is live coverage of the Automating Social Media: Creating & Distributing the Message panel from the SES San Francisco 2011 conference. This coverage is provided by Shanon Woodruff at RankSmart.
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Shanon Woodruff:
3:15:17 pm
Automating Social Media: Creating & Distributing the Message : SES San Fran 2011 Live Coverage
Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
Speakers:
Charles Black, President and Chief Strategy Officer, Technorati Media
Aaron Goldman, CMO, Kenshoo
Paul Madden, Owner, Automica Limited
Moderator:
Matt McGowan, Managing Director, Americas, Incisive Media
Speakers:
Charles Black, President and Chief Strategy Officer, Technorati Media
Aaron Goldman, CMO, Kenshoo
Paul Madden, Owner, Automica Limited
Shanon Woodruff:
3:19:25 pm
First Up: Aaron Goldman, CMO, Kenshoo
Shanon Woodruff:
3:23:40 pm
Facebook Ad Automation Best Practices
Keys to Success
1. KPIs
2. Attributions
3. Targeting
4. Testing
Facebook has a lot of Ad Inventory
People on Facebook are not clicking
Monitor Social KPIs
Clicks, Revenues, ROIs, Uniques, Purchases, Social Impressions, and so on
Keys to Success
1. KPIs
2. Attributions
3. Targeting
4. Testing
Facebook has a lot of Ad Inventory
People on Facebook are not clicking
Monitor Social KPIs
Clicks, Revenues, ROIs, Uniques, Purchases, Social Impressions, and so on
Shanon Woodruff:
3:26:22 pm
Set an attribution Model to Reflect the True Value of Each Engagement
Attribution Models:
Linear Ration
U Shaped
Distribute Evenly
Single Click Only (First and Last)
Last click attribution undervalues FB Performance.
Attribution Models:
Linear Ration
U Shaped
Distribute Evenly
Single Click Only (First and Last)
Last click attribution undervalues FB Performance.
Shanon Woodruff:
3:29:30 pm
Targeting:
FB and Social Media - How do you cut through the 750 million users
Automatically Create Ad Groups
Dynamically Generate Segments (Age, Gender, Language)
FB and Social Media - How do you cut through the 750 million users
Automatically Create Ad Groups
Dynamically Generate Segments (Age, Gender, Language)
Shanon Woodruff:
3:34:24 pm
Testing:
High Variable Cost Between Targets
Testing Tactics:
1. Segments
2. Images
3. Messaging/Copy - Keep it fresh and short
4. Timing - Scheduling of your ads
5. Bidding
High Variable Cost Between Targets
Testing Tactics:
1. Segments
2. Images
3. Messaging/Copy - Keep it fresh and short
4. Timing - Scheduling of your ads
5. Bidding
Shanon Woodruff:
3:35:59 pm
Next Up: Charles Black, President and Chief Strategy Officer, Technorati Media
Automating Social Media: Engagement at Scale
Automating Social Media: Engagement at Scale
Shanon Woodruff:
3:37:09 pm
He is opening up with a discussion about what his company does.
Shanon Woodruff:
3:38:13 pm
Social Media is more than social networking:
- Not just within groups of people know one another
- Within groups of people who are about the same things
- Connection based on common interest
- Not just within groups of people know one another
- Within groups of people who are about the same things
- Connection based on common interest
Shanon Woodruff:
3:40:05 pm
Where ideas begin, and opinions are formed:
Why are blogs and independent publishers so important?
- 65% of readers access blogs specially to get information and onions from others
- Consumers trust blogs more than twice as much as others
Why are blogs and independent publishers so important?
- 65% of readers access blogs specially to get information and onions from others
- Consumers trust blogs more than twice as much as others
Shanon Woodruff:
3:41:03 pm
Power your social message across niche and blog sites
-Consider more than traffic
-Harness the power of bother earned and paid
-Consider more than traffic
-Harness the power of bother earned and paid
Shanon Woodruff:
3:42:35 pm
Automating social media: Creating and distributing the message
How?
-Power your social message across niche and blog sites
-Automatically pull content feed
-Engage your audience
How?
-Power your social message across niche and blog sites
-Automatically pull content feed
-Engage your audience
Shanon Woodruff:
3:47:54 pm
Next Up: Paul Madden, Owner, Automica Limited
Automating Social Media
Automating Social Media
Shanon Woodruff:
3:50:38 pm
Why Automate:
-Branding
- Influence
- A broadcast channel
- Engagement
- Increasing influence of social signals in natural SEO
Golden Rule: Never automate answers to questions
How do we get people to help us?
-Get a connection, simple ask
-Branding
- Influence
- A broadcast channel
- Engagement
- Increasing influence of social signals in natural SEO
Golden Rule: Never automate answers to questions
How do we get people to help us?
-Get a connection, simple ask
Shanon Woodruff:
3:52:06 pm
Targets
Inhabit the niche:
- Watch the interaction
- Draw up a list of targets
- Reach out to them as much as possible
- Don't instantiate private messaging until connection
Inhabit the niche:
- Watch the interaction
- Draw up a list of targets
- Reach out to them as much as possible
- Don't instantiate private messaging until connection
Shanon Woodruff:
3:58:32 pm
Max posts a day:
Twitter: 25-50 Tweets a day
Facebook: 1-2 Posts a day
Twitter: 25-50 Tweets a day
Facebook: 1-2 Posts a day
Shanon Woodruff:
4:02:33 pm
Questions:
Q: Are we interacting with bots online?
A: Yes
Q: How do you feel about posting the same message multiple times a day?
A: No, but it is alright to send the same one out over a number of days
A: Yes, especially with working on a global scale
Q: Do you use anything for unfollowing or unliking?
A: No, just Churn
Q: Are we interacting with bots online?
A: Yes
Q: How do you feel about posting the same message multiple times a day?
A: No, but it is alright to send the same one out over a number of days
A: Yes, especially with working on a global scale
Q: Do you use anything for unfollowing or unliking?
A: No, just Churn
Shanon Woodruff:
4:02:47 pm
The End - Automating Social Media: Creating & Distributing the Message : SES San Fran 2011 Live Coverage
