Live blog: Triangle AMA Social Media Bootcamp 2010
Image by Cord Silverstein
We're wrapping up with a free-for-all conversation. What an enlightening day and a good bunch of people. thanks to everyone who attended and shared their day with us!
3:10: Erin Lane of Scandinavian Child LLC, says customer service is huge for them. They monitor for bad experiences and communicate as soon as possible. If you don't have a clear idea of what you're trying to accomplish, you're in trouble, says Chris Moody.
3:00: Moving into panel territory. Jeremy Smith, Chris Moody and Erin Lane. Moderated by Cord Silverstein.
2:37: Here's a link to all the tweets using the #smbc2010 hashtag.
2:34: Engagement is nebulous. How do you measure it? You need to make sure you have your own understanding of what it means to you. It could mean people coming back to your site. It could mean people reading 50 pages. It varies.
2:22: Jim is talking about embedding tracking codes in URL's. Once you get good tracking on Social Media efforts, make decisions on next steps. Do more of what works.
2:19: Jim Hazen, Capstrat's Director of Analytics is schooling the crowd on determining WHAT to measure in social media. Says success metrics depend on your objective. You have to determine what you want to do.
1:52: Other tricks and tips: Watermarking, naming your video file, renaming and retagging, piggybacking and tentpole programming. Loading your file name with keywords.
1:43: Date and Map in YouTube are very important, especially for local businesses. Fill this out with your videos. It comes up in search. You can also add annotations. Gregory says some of this is quite a bit of work, but it's all worth it.
1:30: Greg going into great detail about the tactics for descriptions and tags on YouTube videos. Says this is very important. Must have a boilerplate description that you stick with. Categories are important as well. Search your competition, similar keywords and similar videos.
1:23: Must think about how searches return results. Here's a tip. Use the word "video."Good example: "Me just messing around." Better: "Video of Asian man making faces and waving hi." Greg's example to the group of a video he shot of himself.
1:15: Now sharing a story about Monty Python. At the very end of videos they now post this: "DVD now available". Resulted in 23,000% increase in sales. Moving on to a company called Merchant Service Group. One guy, doing videos from his laptop, answering a series of questions about wireless credit card processing. Sound boring? Google him. He's gotten good search results by using good titles and title tags on YouTube.
1:09: YouTube is great for SEO. Can raise awareness and drive sales. He's using the Blendtec example.
1:06: Wayne Sutton was the lunch speaker. Check out some of the tweets chronicling his discussion on Location-based marketing. Gregory Ng is next up discussing video 101. He has an amazing site called Freezer burns. He reviews frozen foods.
10:44 Telling employees not to talk during a crisis has the exact opposite effect. Cord taking lots of questions from the audience. I am the next speaker and cannot live-blog as I present, so enjoy the break and follow the #smbc2010 hashtag on Twitter.
10:40: Just when we thought that story was the ultimate, he's got another. This one internal, and it is garnering a lot of questions. People really care about this stuff. Brand crisis management at its finest.
10:28: Cord has just shared the craziest client case study on crisis management. An actual Capstrat client and it is getting big time ooh's, and aaah's.
10:23 The conversation has moved to BP. Audience member mentions the CEO of BP digging himself a hole when showing up on sites. Cord says he'd hit the CEO with a brick if that was his client. (Alrighty then!!)
10:18: Learn to triage. There's a lot of noise online. You must determine what matters. Cord uses a Firefox plug-in called SearchStatus and two others I will not name in the interest of giving the folks who paid to be here, a little something of their own.
10:15: Moving on to listening. Don't just listen, ACT. Sharing a great example about a guy who had a fold-up bike but was still charged by JetBlue the full bike fee. He blogged about it. they listened and ultimately made it right.
10:12: Cord now discussing the Cafe Pharma boards. Ever heard of it? Check it out.
10:09: Capstrat requires internal training with clients. We create a base-level understanding of social media so when we talk about things, everyone is on the same page.
10:07: People want to connect with brands online. Cord is now discussing brand management in Web 2.0.
10:04: Cord Silverstein says technology allows individuals to determine what information they receive and when they want to receive it. We now trust the ratings and insights of peers more than we trust marketers. Social media allows like-minded people to connect like never before.
9:49: Nathan is wrapping up. Next up is Cord Silverstein, Capstrat's EVP of Interactive and Social Media. Topic: Best practices for crisis management.
9:44: Common metrics in professional tools: Buzz, Volume (trend, share); sentiment; Topics: Sources (influence) Nathan expresses some concern over "sentiment" says it's a mess. Uncommon metrics: Demographics, location, language and inbound links.
9:40: You need to determine if you have the skills to do the listening in house or if you want to outsource. Will you develop the skills needed or hire someone? There are many options. Listening requires specific skill sets.
9:36: Question from the audience about the internal team handling social media and doing all of this listening. Much depends on the size of the company.
9:34: Nathan is now talking about listening with no budget. Shared a slew of free tools, including Google blogsearch and Social mention. The presentation will be on Slideshare later. I will come back and add a link.
9:28: Conversations to listen for: If you're B2B, find out what's being said about your customers, suppliers. If you're going to outsource to a company in Malaysia, wouldn't you want to know if they're on the Human rights watch list? use Social Media in these ways.
9:24: Market intelligence is what really turns me on about social media, says Nathan. There's an incredible quantity of information. He is now talking about the various terms used to characterize this process. Listening is at the core.Now discussing the process of expanding what you do with social media. You communicate with customers via social media, but what else? Perhaps you measure how this is helping the company. Keep going with it. Do more. Don't use the word "or", use "and." You don't have to do one thing or the other.
9:20: Expand your thinking beyond customer complaints. Customers do more than just complain. Sometimes they as questions. Being there for them in this capacity is a good thing.
9:12: "The word social is used, abused and seriously abused." If we think of social media as interacting with PEOPLE that tells us what to do. He is now talking about listening. When we talk about listening, it's almost never what you're doing on social media. Listening is a metaphor. His definition of listening is characterized by five modes: Search, Alert, Monitor, Measure, Mine.
9:10: "Have you Googled your company?" Nathan asks. The crowd laughs...
9:08: We are welcoming Nathan Gilligat. Principal, Social Target. Title: Listening to social media for awareness and understanding. reputation management through social media.
9:07: "Let's get this party started" says Cord Silverstein. (Side note: there is so much food at this place. I was tempted to eat a Kit Kat before 9am.)
9:01: Incoming Triangle AMA President Shane Johnston addressing the crowd. Says folks will gain practical knowledge.
8:55am: We've got a packed house here at the Solution Center in Durham. Snacks galore and friendly faces.
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