SES Live: Automating Social Media: Creating & Distributing the Message

Aug 16, 2011 - 7:10 pm 2 by

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.

Disclaimer: The coverage is brought to you in real time, using a custom live blogging tool. Feel free to ask questions or leave comments for inclusion into the live coverage. During the live event, live notes will auto-scroll with newest entries at top. After the session is complete the archive version will have the oldest entries at the top. We ask you to please excuse any typos, as these are live notes.

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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
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

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.

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)


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

Shanon Woodruff: 3:35:59 pm
Next Up: Charles Black, President and Chief Strategy Officer, Technorati Media

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
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

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
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
Shanon Woodruff: 3:47:54 pm
Next Up: Paul Madden, Owner, Automica Limited

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

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
Shanon Woodruff: 3:58:32 pm
Max 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


Shanon Woodruff: 4:02:47 pm
The End - Automating Social Media: Creating & Distributing the Message : SES San Fran 2011 Live Coverage
 

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