1. Advanced Social Media:
How to Utilize Top
Platforms
Presented by:
Jason Kane (@jasonjkane)
Account Executive
Anvil Media, Inc.
503.595.6050 ext 224
jason@anvilmediainc.com

2. About Anvil Media
Anvil Media, Inc. is a digital marketing agency specializing in search engine marketin
services, including search engine optimization, analytics, pay-per-click
management, online reputation management, mobile & social media marketing
services.

3. Some of Our Clients

4. Anvil Key Differentiators
100% of account team Google AdWords & Analytics
certified
100% of account team published and spoken in the
industry
High client & employee retention
Founding member of SEMpdx trade association
Social Media & PPC Training partner with OMI &
Wharton
Expertise in technology and entertainment
Majority of clients come from word-of-mouth and
referrals
Award winning: PBJ Fastest Growing, Inc 5,000, AMA
MAX

5. Agenda
Agenda
Timeline Profile Optimization
EdgeRank @Mentions
PPC Ads #Hashtags
Premium Ads Sponsored Products
Follow Button Channel Optimization
Featured Products Video Optimization
Updates Promoted Products
PPC Ads
Premium Ads

7. Timeline

8. Cover Photo
850 x 315 pixels
What you can‟t do:
• Include price or purchase info
• Contact info
• Calls to action
• References to Facebook
feature such as “Like” or
“Share” (no arrows pointing)

9. Above the Fold Information
1 “About” box that will vary by
type of business – 150 characters
2. Photos – native application that
will always be in first position and
shows the most recent photo
uploaded
3. Custom apps – photos are 110
3 x 74 pixels and can be
1 customized.
4
2
4. The rest of your custom apps
which can be rearranged, except
for the photos native app

10. No More Landing Pages

11. “Like” Insight

12. Custom Apps
Upload custom photo
app icon (110x74 pixels)
Existing apps are
centered in new space
• Now 810 pixels wide up from
520 pixels

13. Private Messaging
Great customer service
option
Brands are not allowed
to initiate contact with
users
Users don‟t have to be
fans to message the
brand

14. Tell a Story

15. Highlight a Story
Highlight a post to
expand across both
columns

16. Highlight a Story

17. Pin Posts to Top
Only use for content that
you want to have high
visibility
Posts stay expanded at
the top of the timeline for
7 days
New method to feature
content with the demise
of custom landing pages

18. EdgeRank

19. EdgeRank –
How to Maintain Visibility

20. EdgeRank Explained
Based on EdgeRank – Fans see the pages
and people they interact with most.
Build affinity by encouraging weighted
activity through engaging content.
The average brand posts are seen by less
than 10% of their fans

21. How to Stay in Feeds
Always include a thumbnail or
a video
Ask open ended questions
• Don’t state opinions, use fill in the
blank
Short, focused posts
• Posts with 80 or less characters
result in 27% more engagement
than posts with 80+
Interact with fans

22. Facebook PPC Ads

23. Self-Serve PPC Ads

24. Creating Ads Step 1: Ad Content

25. Creating Ads Step 2: Targeting

26. Creating Ads Step 3: Campaigns, Pricing
and Scheduling

27. Campaign Performance Data

28. Facebook Premium Ads

29. New Premium Ads

30. Examples of Premium Ads
$25k/month
minimum spend
New premium
placements on
mobile and within
news feeds

31. Placements and Formats
New Placements
• Newsfeed
• Mobile Newsfeed
• Logout Screen
New Formats
• Status
• Event
• Question
• Status
• Photo
• Video

32. Mobile Facebook Ads

33. Reach Generator
Reach 75% of fans
• Typical posts only reach 10-
15% of fans
Additional engagement
and greater ROI

35. Profile Optimization

36. Existing Best Practices
Prominent logo
Custom background
Cross promoting other
social profiles
Photos of contributors
with Twitter handles

37. Upcoming Brand Pages
New banner space
• 835 x 90 pixels
Ability to “pin” tweets
to the top
• Expands photo or video
content automatically

38. @Mentions

39. Using @Mentions
Use the @ and the
username when you want
to respond to another
Twitter user
Powerful for customer
service
Engage with users

40. #Hashtags

41. Using #Hashtags
A hashtag can be added to
posts in order to make them
more visible in search and
give them the ability to
become a „trend‟
Use hashtags to start a new
trend or participate in ongoing
popular conversations.

42. Danger of Hashtags
Be careful using hashtags that
are too general

43. Twitter Chats
Twitter chats use a
predetermined schedule and
hashtag to create a trended
conversation among a niche
audience
• Usually moderated by 1 or more
users
• Large list of Twitter Chats:
http://bit.ly/GCOlh7

44. Twitter Sponsored Products

45. Promoted Accounts
Targeted by existing users
interests and follows
• Can refine further with keywords
• Can geographically target users
Cost per follow (CPF) auction
• Competitive bid is $2-3

46. Promoted Tweets
Targeted by search keywords
• Can geographically target users
• Average engagement rates at 1-3%
Cost per engagement (CPE)
auction
• Engagement defined as a click,
favorite, retweet, or reply
• Competitive bid is $0.50

47. Promoted Trends
Reserved on first come, first
serve basis
• One advertiser per day
• Fixed price of $120k for 24 hours
Average engagement rate is
0.20% on the Trend
For large advertisers looking
for awareness building

48. Promoted Tweet & Account Analytics

49. Promoted Trend Analytics

51. Follow Button

52. Install a Follow Button
1. Make sure you‟re an admin
of your company page
2. Visit:
https://developer.linkedin.com/
plugins/follow-company
3. Select button format
4. Generate code an install on
site

53. Featured Products

54. Featured Products
Update your products /
services page with images
Completely free
Add up to 3 banners to any
outside destination URL
• 640 x 220 pixels each

55. Featured Products

56. Updates

57. Brand Page Updates
Company Twitter integration
is gone
• Still available for individual profiles
though
Posts need to be made on
LinkedIn as page admin
Updates will appear in
individual LinkedIn
newsfeeds

58. LinkedIn PPC Ads

59. Self Serve PPC Ads

60. Creating Ads Step 1:
Create Campaign

61. Creating Ads Step 2: Targeting

62. Creating Ads Step 3: Campaign Options

63. PPC Ad Performance Data

64. LinkedIn Premium Ads

65. Display Ads
$20-25k minimum spend
Only available through
LinkedIn ad network
IAB standard units

66. Content Ads
Share video, tweets,
blogs, etc.
• Available in 300 x 250 pixels
or 160 x 600 pixels
Use existing RSS feeds

67. Partner Messages
Delivered to the LinkedIn
inbox of targeted users
One 1 delivered every 60
days to any one member

68. Polls
Engage users questions
that also gain valuable
market data
Results are updated
dynamically to reflect
new answers as they
come in

70. Channel Optimization

71. Channel Homepage
Welcome video
Custom background
Prominent logo

72. Video Optimization

73. Optimizing Individual Videos
Conduct keyword research using
YouTube keyword tool:
https://ads.youtube.com/keyword_tool
Descriptive, catchy titles with
keywords included
Optimize Tags
• Relevant tags that describe the
video
• Use as many tags as possible, while
staying relevant
• Most important tags should match
keywords from title and description
• Avoid usage of “and, “or”, and similar
words

74. Include Call-to-Action
End each video with a
call-to-action

75. YouTube Promoted Products

76. Video Targeting Tools
Select the type of
advertisement on
YouTube
• Type of ad
• Geographic targeting
• Placements
This tool then
automatically generates
the campaigns in
AdWords

77. Promoted Videos
Similar to PPC ads, but
with video content
Bid on specific
keywords and only pay
for clicks

78. Display Ads
Managed placements
through Google
AdWords
Ads as side banners
or video overlays
during playback

79. In-Stream Ads
Play prior to requested
video content being
loaded
0:30 in length

80. 24 Hour Homepage Takeover
Full creative freedom
60 million daily
impressions
Custom tracking &
measurement

81. Wrap Up

82. Resources
Articles
Social Media Metrics That Matter
http://blogs.imediaconnection.com/blog/2012/02/22/social-media-metrics-that-matter/
How to be a Rock Star on 8 Social Media Platforms
http://www.imediaconnection.com/content/30534.asp
3 Tips To Keep Your Social Media Content Calendar Full
http://www.searchmarketingstandard.com/3-tips-to-keep-your-social-media-content-calendar-full
How to Become a Social Media Guru in 3 Easy Steps
http://blogs.imediaconnection.com/blog/2011/07/23/3-step-social-media-guru/
White Papers
The Marketer’s Guide to Getting Started with Social Media Marketing
http://www.anvilmediainc.com/search-engine-marketing-resources/free-white-papers/social-media-
marketing-white-paper

83. Q&A and Next Steps
 Read Anvil’s blog, articles & white papers – http://www.anvilmediainc.com
 Subscribe to our newsletter or follow us on Twitter - @anvilmedia
 Contact us with questions about today’s webinar or Anvil services
Nick Footer
Business Development Executive
Anvil Media, Inc.
310 NE Failing Street
Portland, OR 97212
503.595.6050 x228 office
503.481.6629 cell
nickf@anvilmediainc.com
Twitter: @nickfooter
LinkedIn: nickfooter

84. Upcoming Anvil Webinars
May 16th, 2012 – 10am PST
Advanced Analytics
June 20th, 2012 – 10am PST
Site Search
Find Out More and Register
http://www.anvilmediainc.com/search-engine-marketing-webinars