#1NLab14: Reintegrations
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Vinu Krishnaswamy, Associate Architect for One North Interactive, gives his take on the best ways to utilize social media in today's realm of digital marketing. From the 2014 Experience Lab: Reimagine Marketing. To watch a video of this presentation, visit http://bit.ly/1th7nz2.
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#1NLab14: Reintegrations
- 3. Social Media
- 4. Social Media and Website
- 5. Social Media and Website
- 6. Social Media What to Push? When to Push? What Platforms?
- 7. Integrate Website with Social Media • Websites and Social are a huge part of your online brand. • Think about how to better integrate social media into your website – To increase engagement – To bring attention to deserving content that is not getting traffic – Most importantly, to ensure content is presented on social as YOU want it to look!
- 8. HOW EASY IS IT TO SHARE ON YOUR WEBSITE?
- 9. Integrate Social Into Your Website Do you make it easy to share your content?
- 11. HOW DO SOCIAL PLATFORMS HANDLE YOUR CONTENT?
- 12. Without Open Graph Tags
- 13. Open Graph Tags: Improve Sharing • Open Graph Tags are a set of HTML Meta Tags that Facebook/Twitter/ LinkedIn will use to show cards when sharing content. • Gives marketers a degree of control over how information travels from your website to social sites • Fixes common problems: – Missing thumbnail – Totally different picture than you expected – Copy/content is not how you would like it to appear
- 14. With Open Graph Tags Content owner selects the image that is displayed Content owner creates headline and description.
- 15. With Open Graph Tags
- 16. Open Graph Tags: You Control • Content Type • Site Name • URL • Image • Title • Description
- 17. Open Graph Tags • Facebook/LinkedIn follow OG Tags • Twitter adds some extra attributes to support different types of cards, including Gallery and Video.
- 18. Examples
- 19. Debug Debug using • https://developers.facebook.com/tools/debug • https://cards-dev.twitter.com/validator
- 20. • Google+, but WHY? – Play nice. It is the golden goose that lays SEO (albeit, small ones) eggs. – Make sure you take ownership – Research co-relates Search ranking with Google+ shares – Also follows Open Graph Tags Google+
- 21. Implementation: Medium Complexity What we do? What is your strategy? – Have it implemented across the site – Start applying tags on pages that are shared the most
- 22. ARE YOUR SHARES REACHING YOUR USERS?
- 24. Facebook Insights • The number of people your post reached • The number of people who clicked your post • The number of people who liked, commented on or shared your post • Paid or boosted results Your immediate network and their friends’ aggregated data is also available
- 28. Google+ Ripples
- 29. HOW DO SEARCH ENGINES FIGURE INTO ALL OF THIS?
- 30. Social & Search • Google and Bing are giving more importance to social media. • Google gives importance to Social Reputation and Number of Social Shares in SEO. Reputation matters more than Shares. – Example: New York Times sharing/posting content versus an individual • Bing results automatically show Twitter messages related to your search and displays a person’s twitter profile if you are searching for them. • Search Engines pick up content sooner than if it is not shared
- 31. More Google+ • Publisher Tags: Make sure you use them to give your company/firm added boost • Authorship Tags: These aren’t supported anymore • Google Maps: Make sure you connect with it
- 32. PERSONALIZATION
- 33. Login with Social Media • Removes barrier to register • Gives you access to profile information to follow-up
- 34. RECAP
- 35. Recap • Make sharing easier • Control what is shared using Open Graph Tags • Do not ignore Google+