[Live] SMX Sydney ’13 – Optimising Humans! The Art of Data-Driven Social Marketing

Speaker Profile:

Name: Marty Weintraub

Company: Aimclear

Twitter: @aimclear

Linkedin: http://www.linkedin.com/in/aimclear

Google+: https://plus.google.com/115758725161136887977/posts

Notes:

• Marty opens up SMX with optimising humans using Facebook data
• Community managers know little about cold call outreach
• Easily use Facebook ads data for audience research data
• Marty is using Levi’s as an example and how to target users who are interested in Levi’s jeans
• Facebook allows direct message to users who has liked a page if privacy settings have not been changed
• Best way to make friends = Being friendly (stalk a little bit)
• Initiate contact with users by using the Know Me, Love Me mentality/model
• Best advice ever, the best way to make friends and fans is to be friendly and approachable
• Data driven outreach is key for online marketers
• Find the right conversations and map keywords in that manner – map your converting keywords to conversations on FB
• Most social media communities limit the ability to find recent conversations except Twitter
• Internal advanced search in Twitter is GOLD for recent conversation data
• Use the advanced search to filter away noise
• Find non-commercial users
• Use Followerwonk to get more data – bad ass tool to breakdown user data by geogrphical location
• Hootsuite has a nifty advanced search functionality as well
• Socialbro is another community management tool recommended by Marty
• Use site: search parameter with keyword to mine conversation (site:example.com kitten comments)
• Look for conversations that have high engagement (shares, comments, etc)
• Google+ does not provide any good data – the best way to find conversations is to user site: operator with negative keywords
• For example: site:plus.google.com search engine watch -land
• Mozenda is a tool to check out to setup alerts in Outlook
• site: operator also works in Baidu and other foreign search engines to find more conversations – international data FTW
• Social distribution is not free anymore – unless you pay Facebook
• Blog design needs to be setup with FB open graph to higher engagement – choose the right image, understand where words get cut off
• Social is not free anymore. It’s about paid organic amplification. Run content strategy through your FB wall
• Amplify your content by paying for some ads – you get control with organic amplification ads
• A FB ad can drive traffic to both FB page and website/content
• FB ads can drive significants amount of traffic to the website through content ampplification
• Marty spent 18 bucks in FB ads from targeting advertising people and editors, etc. Landed an AdAge for an interview, link and recognition – BOOM!
• Apply the keyword research mentatlity to social media campaigns – use paid tools for organic optimisation
• Be creative with FB data and map to persona – use precise interest in FB
• Occupation targeting in FB unlocks extremely valuable data – B2B B2C
• Use common job titles for search – get in to professional depth
• Get admin access to FB page
• Create an ad to to target only users of FB page
• Find out 1st degree and 2nd degree amplification reach
• Syssomos Map to get share of voice data using keywords
• GA social flow report is great to unlock impact on social to traffic
• Key Takeaway – SEEK RECENT THEMED CONVERSATIONS
• Psychographics is the future

Disclaimer:
Please excuse the typos, broken links, incomplete sentences, etc.