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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3:15:17 PM
Shanon Woodruff:
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
3:19:25 PM Shanon Woodruff: First Up: Aaron Goldman, CMO, Kenshoo
3:23:40 PM
Shanon Woodruff:
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
3:26:22 PM
Shanon Woodruff:
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.
3:29:30 PM
Shanon Woodruff:
Targeting:
FB and Social Media - How do you cut through the 750 million users
Automatically Create Ad Groups
Dynamically Generate Segments (Age, Gender, Language)
3:34:24 PM
Shanon Woodruff:
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
3:35:59 PM
Shanon Woodruff:
Next Up: Charles Black, President and Chief Strategy Officer, Technorati Media
Automating Social Media: Engagement at Scale
3:37:09 PM Shanon Woodruff: He is opening up with a discussion about what his company does.
3:38:13 PM
Shanon Woodruff:
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
3:40:05 PM
Shanon Woodruff:
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
3:41:03 PM
Shanon Woodruff:
Power your social message across niche and blog sites
-Consider more than traffic
-Harness the power of bother earned and paid
3:42:35 PM
Shanon Woodruff:
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
3:47:54 PM
Shanon Woodruff:
Next Up: Paul Madden, Owner, Automica Limited
Automating Social Media
3:50:38 PM
Shanon Woodruff:
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
3:52:06 PM
Shanon Woodruff:
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
3:58:32 PM
Shanon Woodruff:
Max posts a day:
Twitter: 25-50 Tweets a day
Facebook: 1-2 Posts a day
4:02:33 PM
Shanon Woodruff:
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
4:02:47 PM Shanon Woodruff: The End - Automating Social Media: Creating & Distributing the Message : SES San Fran 2011 Live Coverage