Creating More Engaging Content For Social
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This document summarizes Eric T. Tung's presentation on optimizing social media for engagement. It discusses using tools like Facebook Open Graph and Twitter Cards to generate rich previews when sharing content. It also recommends building Twitter lists to curate content and using automation tools to schedule posts to multiple networks. Metrics like retweets, likes and shares are discussed to measure social media impact.
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Creating More Engaging Content For Social
- 2. Hi – I’m @EricTTung • Social Media Manager from @BMCSoftware • Recently ranked #33 Social Media Professional in the World by Forbes! • I Blog! In a few places, every so often... #CityMomsSocial @EricTTung
- 3. What We’re Noodlin’ • Why Optimize Web and Graphics for Social? • Designing for Social Profiles & Posts • Social Widgets for Web Design • Using Facebook & Twitter Open Graph & Cards • Using Social Media Tools to increase Engagement. #CityMomsSocial @EricTTung
- 4. “A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” - Scott Cook, co-founder Intuit, Board Member Ebay, P&G
- 5. Social Networking is HUGE. World Populations China 1,360M India 1,241M 1,060M 560M 400M USA 317M Indonesia 249M 240M Brazil 201M Pakistan 185M Nigeria 173M 150M
- 6. 6 Who’s on Social? 55-64: Fastest growth on Twitter (79%) 45-54: Fastest growth on Facebook (46%) and Google+ (56%)
- 7. 7 94% increase in web click-through when search & social combined eMarketer @EricTTung
- 8. Tweets with photos are 94% more likely to be retweeted. Dan Zarrella, Hubspot
- 9. 9 Photos on Facebook Generate 53% More Likes. Rebecca Corliss, Hubspot
- 10. Besides.. It Just Sucks When This Happens. @EricTTung
- 11. Facebook Page Graphics 851x315 180x180 (displays as 160x160)
- 12. Facebook Feed Graphics 1200x627 1200x1200
- 13. Twitter – Updated April 22! 1500x500 400 x 400
- 14. Tweeted Images 880x440 recommended If Square Will Take Middle 1/2
- 15. How Can You Keep Up With So Many Sizes?
- 16. Lots of Canva Options…
- 17. Pick a Layout, Background or Upload
- 18. Change Text, Colors, Adjust Design
- 19. Custom Design Word Art…
- 20. Link or Publish
- 21. Make More for Other Networks
- 27. Social Media Widgets for Your Blog #CityMomsSocial @EricTTung
- 28. Why Integrate with Facebook? • The average media site integrated with Facebook has seen a 300% increase in referral traffic • Users coming to NHL.com from Facebook spend 85% more time, read 90% more articles and watch 85% more videos than a non-connected user. • Outdoor sporting goods retailer Giantnerd.com saw a 100% increase in revenue from Facebook within two weeks of adding the Like button.
- 29. Facebook Social Plugins • Like Button: share pages and content from your site back to their Facebook profile • Share Button: share to Facebook, share with particular friends or with a group or via private message. • Send Button: privately send content on your site to one or more friends in a Facebook message, email address, or group
- 30. American Eagle’s Like Button • American Eagle added the Like button next to every product on their site. Facebook-referred visitors spent an average of 57% more money than visitors who weren’t.
- 31. Facebook Social Plugins • Follow Button: lets people subscribe to the public updates of others on Facebook. • Comments: lets people comment on content on your site using their Facebook profile and shows this activity to their friends in news feed
- 32. Twitter Widgets • Embedded Timelines: You can embed a timeline for Tweets from an individual user, a user's favorites, Twitter lists, or any search query or hashtag.
- 33. Twitter Widgets • Favorites: a favorites timeline may be created for any public Twitter user, and displays that user's favorited Tweets. • Tweets from a specific list of users. The header of the list widget contains the list name, description, and links to the list creator's profile. Retweets by members of the list are included in the timeline. • Search and #Hashtag: create a search timeline for any query or #hashtag. You may also choose to enable “safe mode”, which will exclude Tweets with common profanity and those marked possibly sensitive from appearing on your website.
- 34. Grabbing Code for Twitter Widgets
- 35. Where Should Sharing Buttons Go on Blogs? • Top or Bottom? • Or middle if it’s a long post? • Research shows do both top and bottom for best results! @EricTTung
- 36. Using Facebook Open Graph and Twitter Cards #CityMomsSocial @EricTTung
- 37. WTF is OG? Original Gangsta’? • Facebook Open Graph tags are included in the HTML and allow the Facebook Crawler to generate previews when your content is shared on Facebook.
- 38. Hey Big Design, What Gives? • Sharing the Big Design Website yields nothing on Facebook…
- 39. Nobody Really Likes Radio Web Design, • But they used Facebook Open Graph to customize the image and description!
- 40. Facebook Open Graph Tags • og:title – The title of your article, excluding any branding. • og:site_name - The name of your website. Not the URL, but the name. (i.e. "IMDb" not "imdb.com".) • og:url – This URL serves as the unique identifier for your post. It should match your canonical URL used for SEO, and it should not include any session variables, user identifying parameters, or counters. If you use this improperly, likes and shares will not be aggregated for this URL and will be spread across all of the variations of the URL. • og:description – A detailed description of the piece of content, usually between 2 and 4 sentences. This tag is technically optional, but can improve the rate at which links are read and shared. • og:image – This is an image associated with your media. We suggest that you use an image of at least 1200x630 pixels. • fb:app_id – The unique ID that lets Facebook know the identity of your site. This is crucial for Facebook Insights to work properly. Please see our Insights documentation to learn more. erict.co/FacebookOG
- 41. Facebook Open Graph Tips • Learn what people like to share (if you have a Facebook Page, use Insights) • Check Facebook Crawler settings for public and private content. • Use proper Open Graph Tags. • Optimize image sizes to generate great previews (1200x630 preferred, 600x315 minimum) • Use Open Graph Debug Tool • Encourage Your Content Creators to turn on Follow. • Get more info: erict.co/FacebookOG
- 42. What are Twitter Cards? • With Twitter Cards, you can attach rich photos, videos and media experience to Tweets that drive traffic to your website. Simply add a few lines of HTML to your webpage, and users who Tweet links to your content will have a "Card" added to the Tweet that’s visible to all of their followers.
- 43. You’ve Seen YouTube Embeds into Twitter, • Here’s one from my company, BMC Software. • Twitter grabs the video and embeds into the Twitter Stream
- 44. Also Works for Flickr, Vimeo and Others…
- 45. And For Your Own Site! • All you have to do is add the Twitter Card code.
- 46. Twitter Card Tags • twitter:site - @username for the website used in the card footer. • twitter:site:id - Same as twitter:site, but the website's Twitter user ID instead. Note that user ids never change, while @usernames can be changed by the user. • twitter:creator - @username for the content creator / author. • twitter:creator:id - Same as twitter:creator, but the Twitter user's ID. erict.co/TwitterDev
- 47. Twitter Card Tips • Specify the type of card for your content (summary, photo, gallery, product, app, or player) • Each card has built-in content attribution by website or content creator • Twitter’s crawlers will respect robots.txt when scanning URLs • When multiple URLs are tweeted, preference goes to pic.twitter.com and vine.com, then URLs processed in order of appearance. • Twitter’s Card Processor looks for Twitter tags first. If not present, will fall back to Open Graph.
- 48. Using Social Media Tools to Increase Engagement #CityMomsSocial @EricTTung
- 49. Users who tweet between 10 and 50 times per day have more followers on average than those that tweet more or less frequently. The "peak”…is at about 22 tweets per day. - @DanZarrella, @Hubspot
- 50. “As brands tweet more, the total number of Retweets only continues to increase. Response Score continues to increase as more Tweets are made.”
- 52. Curate Smarter • 1. Build Twitter Lists (Lots of them) • 2. Automate Curation • 3. Automate (some) Social Interaction
- 53. Building Twitter Lists • Click “Add or remove from lists” • Create lists for industries, subjects, experts, inspiration, quotes, fun, friends • Make Lots.
- 54. Lists Imported From Twitter Group Members Most RT’ed Tweets
- 55. • Free – 1 Twitter Profile • Business+ ($34.99/mo) – 12 Twitter Profiles – 4 Team Members • Corporate ($139/mo) – 20 Twitter Profiles – 12 Team Members
- 56. Automatically Creates Virtual Paper based on Tweets of people you follow
- 57. • Then Auto-Tweets the paper.li • And people love seeing themselves…
- 59. • Free • Pro ($9/mo) – Your Ads – Email Newsletters, Export to RSS – Custom Branding & Domain – Add Collaborators – Google Analytics
- 60. Takes a Social Trigger and creates another Social Effect
- 68. • Real-World Inputs & Outputs • Every time a blog gets a new comment, turn a light on: • When different blogs update, change light colors:
- 69. What’s The Difference? Cost Free Free, $15, $49, $99 Services 71 Channels 239 Web Services Recipes/Zap Unlimited 5, 20, 50, 125 s Ease of Use Easier More Technical
- 70. Social Content Distribution Tools #CityMomsSocial @EricTTung
- 71. • 1. Select Schedule Times
- 72. • 2. Write Tweets… • 3. Tweets Auto-Schedule
- 73. • 4. Basic Analytics… • 5. Chrome Extension… Automatically grabs page title and URL… Twitter.com adds Buffer Retweet…
- 74. • Free – 10 Posts in Buffer • Awesome Plan ($10/mo or $102/yr) – Unlimited Posts – 12 Profiles (Twitter, FB, FBPage, V – 2 Team Members • Business Accounts ($50, $100, $250/mo) – 25, 50, 150 Accounts – 5, 10, 25 Team Members
- 76. • Registered Domain through • Add Domain via Advanced Settings
- 78. • Free • Business – “Request a Demo” – http://www.enterprise.bitly.com/
- 80. • 1. Replacing Tweeted URLs • 2. The Share Bar • Name, Photo, Social Links, RSS, Follow/Like • 3. Analytics
- 81. • Free – Real-Time and 14-Day Analytics • Influencer ($7/mo) – Unlimited Analytics – Deep Analytics: Categories, Formats, Timing
- 82. Measuring Social Impact #CityMomsSocial @EricTTung
- 83. Measure Social Impact Smarter • On-Blog Social Sharing • Promote Cross-Channel
- 84. Learn the Difference • Follow Buttons… – Follow on Twitter – Like on Facebook • Sharing Buttons… – Share This Post on Reader’s Twitter/Facebook
- 87. • Sharing Button Options
- 90. • Scheduling • Social Analytics
- 92. • Standard ($39/mo) – Social Inbox, Monitoring, Publishing – CRM Tools, Reporting – Manage 10 Profiles • Deluxe ($59/mo) – Manage 20 Profiles • Premium ($99/mo) – Manage 50 Profiles
- 93. • Gauge social influence
- 94. • LOTS of Demographic Data – “Media Kit”
- 96. Thank You Slide Deck: erict.co/citymomsblog Eric T. Tung Eric@EricTTung.com www.EricTTung.com text “EricTTung” to 50500 for an sms business card