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

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