The document provides guidance on building a strong social media infrastructure and foundation. It discusses establishing a website as the foundation for an online presence and integrating other social media platforms like Twitter, YouTube, and Facebook back to the website. It emphasizes that content is key and explains how to use social media as a conversation rather than just a sales channel. The document also covers topics like authenticity, relationships, structure and pathways between platforms, and using social media as part of the overall marketing strategy rather than a replacement for traditional methods.

1. Social Media Infrastructure
Building a foundation for success
Ryan Welch
aocreative.com
_ryanwelch
Sunday, March 21, 2010

2. Foundations
Website should be your foundation for online presence
Integrating other mediums into what you’re doing on
your website
Twitter YouTube Videos Facebook Blog
Points back to website - your “foundation”
Determines “content” for social media outlets
Your Website
Sunday, March 21, 2010

3. Foundations
Content is key (‘king’ as Caroline said)
What are you selling?
What are you offering people as a value add?
Sunday, March 21, 2010

4. Social Media Marketplace
The social media marketplace is now a conversation
Are you listening? What are you hearing?
From customers directly, keywords, online chatter
Listen first - talk (sell) second
Mistake: Using social media as a channel rather than conversation
Your Organization/Business Conversation Clients
Sunday, March 21, 2010

5. Social Media Marketplace
Authenticity and transparency are very important
Human element added to digital life
People want to interact with real people
Sunday, March 21, 2010

6. Social Media Marketplace
Marketplace is now a relationship
How committed are you?
The value of participating online is the ability to build
lasting, meaningful ties. Anything short is a brief
"viral success" at best ...
and at worst, lost opportunities to maintain and
grow a loyal customer base.
Sunday, March 21, 2010

7. Social Media Marketplace
Before can take something “viral” - you need a
Structure (your website)
A plan and a pathway (hopefully many pathways)
eMarketing
MicroBlogs Social
(Twitter) Networking
Business
RSS, News Website Networking
Blogging,
Wikipedia
Forums Podcasts,
Videos, Photos
Sunday, March 21, 2010

8. Social Media Marketplace
eMarketing
MicroBlogs (Twitter)
Selling Social Networking
Conversation Client Connection
RSS, News Business Networking
Delivery Your Story Peer Connection
Blogging, Forums Wikipedia
Story Telling Information
Visual Message
Podcasts,
Videos, Photos
Customer Service
Sunday, March 21, 2010

9. Social vs Traditional Media
Traditional media is a one-way street - message only
flows one way.
Social media will NOT replace traditional media or core
business elements
Social media is just another way of doing those things
(marketing, public relations, advertising, etc.)
Mistake: Using traditional marketing tactics in social media
Sunday, March 21, 2010

10. Social vs Traditional Media
Social media is not the end-all. It’s simply part of the
infrastructure which changes traditional marketing in
a way never seen before
New communication and promotional tools, to expand
on your foundation...
Sunday, March 21, 2010

11. Social Media and Your Site
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15. Website Basics Social Media on Your Site
Consider the platform’s elements/standards
Twitter: Bird, Facebook: F, LinkedIn: IN
Take the time to design it
Consider putting it front-and-center
Use apps or plugins
Remember where your content is showing up
Sunday, March 21, 2010

16. Twitter Feed
Sunday, March 21, 2010

17. Facebook
Sunday, March 21, 2010

18. Social Media Connections
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19. Social Media Connections
Sunday, March 21, 2010

20. In contrast...
Sunday, March 21, 2010

21. Foundation (Website) Basics
You want to get online...to start the structure...
But How?
Sunday, March 21, 2010

22. Website Basics Domain Name
Spelling: If clients can’t spell it, less likely to
remember it
Buy misspellings
Easy to say over phone, in conversation
Not too long (max length: 63 char.)
Utilize keywords
A call to action?
Make it memorable
Sunday, March 21, 2010

23. Website Basics Domain Name
TroyTacklesMore.com
Re-directs to HeadandShoulders.com
Sunday, March 21, 2010

24. Website Basics Domain Name
Buy domain name
FYINIC.com
GoDaddy.com
Register.com
Extensions
.com most popular
.org if you’re a non-profit or group
Sunday, March 21, 2010

25. Website Basics Web Hosting
Basically “renting” space on a server to host your
site’s files
Your browser connects to
Server machine Your machine
server and requests a page
running a web running a web
server The server sends back the browser
requested page
Server Your Machine
E-mail accounts with your domain name
suffix
Depending on hosting service, you’ll pay
around $6-25 per month for basic hosting
Sunday, March 21, 2010

26. Website Basics Photos & Graphics
If you don’t have your own, use iStockPhoto.com
Sunday, March 21, 2010

27. Website Basics Information Design
Navigation architecture of the site
Needs to be completed before design phase
Nothing more than basic outline, displayed visually
Portland Leadership.org Site Map
Global Nav Initiatives News & Events Get Involved About PLF Our Partners Publications Contact
Desc. of Overview of List of upcoming Overview of Overview of what Overview/List of Overview of 2 Phone/email &
page programs offered events getting involved PLF is about partners pubs they offer contact form
Use of DB
Sub-pages Program 1 Funding Agents of Change Blog
Program 2 Volunteer sign up Impacting Lives E-Newsletter
Program 3, etc Board & Staff
Footer Provides contact information, direct links all of the above global nav and some sub links
Sunday, March 21, 2010

28. Website Basics Information Design
Information you provide
will help define goals of
the site
Site map will help design
the site from a structural
and design point of view
Lots of work up front,
but will pay off in the
long run
Sunday, March 21, 2010

29. Website Basics Information Design
Questions to consider:
What is the purpose of your business?
What are goals of the site? Short & Long-term?
Who are the intended audience of your site?
Describe typical viewer.
Age group, sex, nationality, education,
profession
Sunday, March 21, 2010

30. Website Basics Information Design
What other companies have similar businesses to
yours? What do their sites look like?
Functionality of the site:
Forums, calendar, password protection, e-
commerce, products, backend database, social
media widgets
Content Management Systems (CMS)
Wordpress, Joomla, Drupal
Sunday, March 21, 2010

31. Website Basics Information Design
How will people find your site? Will they be repeat
visitors?
Advertising
Google
Facebook
Search engines
Existing customers
Social media tools
Sunday, March 21, 2010

32. Website Basics SEO vs SEM
Search Engine Optimization (SEO) process of
improving the volume traffic to a web site from
search engines via un-paid search results
As opposed to Search Engine Marketing (SEM) a
form of Internet marketing that seeks to promote
websites by increasing their visibility in search engine
result pages (SERPs) through the use of paid
placement.
sources: SEM, SEO
Sunday, March 21, 2010

33. Website Basics SEO vs SEM
SEO SEM
Paid Inclusion (SEM)
Search Engine Result
Natural (un-paid) Pages (SEM)
results (SEO)
80% click on
un-paid results
Sunday, March 21, 2010

34. Website Basics Search Engine Optimization (SEO)
SEO takes patience, but will yield results if done
correctly
SEO = The Tortoise
SEM = The Hare
Sunday, March 21, 2010

35. Website Basics Search Engines
Overview of Search Engines
“Spiders” or “bots” looking for links
Build lists of words, notes and where they are
located
Builds index based on its own system of weighting
LINKS are everything!
Sunday, March 21, 2010

36. Website Basics Search Engines
Web Spider/Bot
Your Website
HOME
Football Scores
Tennis Scoreboard
Basketball College
Field Professional
Photography Yards
Video Inches
Scores Shoes
Teams Basket
Grass Media
Stands Field Goal
Fans Photos
Builds list of words &
notes where they
were found
Builds index based Encodes data to
on own system of save space
weighting
Stores data for
users to access
Sunday, March 21, 2010

37. Website Basics Google Page Rank
Google Page Rank is simply, a rough indication of the
popularity of a Web page. A higher PageRank
indicates a more popular page.
PageRank is a link analysis algorithm used by the Google Internet
search engine that assigns a numerical weighting to each
element of a linked set of documents on the web with the
purpose of "measuring" its relative importance within the set
Source: Wiki
Sunday, March 21, 2010

38. Setting up your site for SEO success
Sunday, March 21, 2010

39. Website Basics Keywords
Keywords are words that may be used by viewers
searching for information
Determine the keywords that best describe your site
and use them in your content
Sunday, March 21, 2010

40. Website Basics Long-Tail Keywords
Long-tail keywords are those low-volume,
obscure, infrequently searched-for keywords that
turn up in your search query reports.
“red Nike mens running shoes” is long-tail
“shoes” is not
1-Word Phrases
High Cost “shoes”
& Competition
2-Word Phrases
“mens shoes”
More Descriptive Phrases
“red Nike mens running shoes”
Low Cost
& Risk
Low probability of High probability
conversion of conversion
Sunday, March 21, 2010

41. Website Basics Keywords: Longtail
Queries with 4-8 keywords grew YOY 3% to 20%
Benefits to Long-tail keywords:
can provide significant search volume
have less competition than generic keywords
more specific, easier to tailor ads to searchers
people searching with LT are further along in buying process
lower CPCs, higher CTRs and higher conversion rates mean
long-tail keywords can be extremely profitable
Sunday, March 21, 2010

42. Website Basics Search Engine Principals
Google: “google keyword tool”
Google Keyword Research Tool
Sunday, March 21, 2010

43. Sunday, March 21, 2010

44. Website Basics Site Setup: Filenames
Use keywords in filenames: “contact-your-company-
name.html”
Mistake: Using typical filenames that don’t use keywords.
contactus.html or aboutus.html
Sunday, March 21, 2010

45. Website Basics Site Setup: Blog Permalinks
NO
http://www.avayahblog.com/bravo-wedding-
YES affair-at-the-embassy-suites-in-portland-oregon
Changing permalink settings in Wordpress
(Lower left hand side of Dashboard)
Sunday, March 21, 2010

46. Website Basics Site Setup: Blog Permalinks
Post Title
Post URL
Sunday, March 21, 2010

47. Website Basics Site Setup: Blog Permalinks
Post URL
Post Title
Sunday, March 21, 2010

48. Filenames
Sunday, March 21, 2010

49. Website Basics Site Setup: Page Titles
Sunday, March 21, 2010

50. Website Basics Site Setup: Page Titles
Search-friendly (most weight put here)
Put something there that is significant
Whatever is at beginning of Page Title is most
important
Sunday, March 21, 2010

51. Website Basics Keyword Best Friends
Home Page
(content & keywords)
Photography
Same Day Edits
Wedding Information
Wedding Day Questions
Wedding Videography
Eugene, Oregon Weddings
Oregon Weddings
Oregon Wedding Photography
Wedding Filmmaking
Wedding Video Prices
Destination Wedding Videos
Cabo Wedding Videography
Sunday, March 21, 2010

52. Website Basics Keyword Best Friends
“Create Silo Pages”
Destination Weddings Same Day Edits
Page title, Page title,
Content and Content and
keywords very keywords very
specific to specific to “same
“destination day edits”
weddings”
Home Page
Sunday, March 21, 2010

53. Website Basics Site Setup: Meta Keywords, Descriptions
Meta Keywords, Descriptions
Order is important - put them at the top, just below
“Title” tag in the code
Order: Title, Description, Keywords
Sunday, March 21, 2010

54. Website Basics Site Setup: Heading Tags (H1, H2, etc.)
Use keywords in your H1 tags
Remember you’re writing for humans
Use to highlight main subject of your page
Use at top of page
Don’t overuse H1
tags. Google looks
down on too many
<H1> tags on a
page
Sunday, March 21, 2010

55. Website Basics Site Setup: Body Text
Use keywords in the first part of our body text
Use as many keywords throughout the body text, but
remember to “write for humans” not for the bots and
spiders
3-4 keywords per paragraph
Use keywords as links:
NO “View” or “Watch Video”
YES “Canon HF-10 Review Video”
Sunday, March 21, 2010

56. Website Basics Site Setup: Search-Friendly Images
Search-friendly Images
Use the ALT tag to describe your image
Name your images using keywords
Instead of: “weddingphoto001.jpg”
Use: “same-day-wedding-portland-oregon-01.jpg”
Spiders can’t click, they can read
Flash sites can’t be indexed
Sunday, March 21, 2010

57. Website Basics Engagement Objects
Engagement Object: an element or multimedia
component that you can add to your website that is
engaging and causes users to interact with your
website.
Videos Webcomics
Photos RSS Feeds
Podcasts/Audio Files Polls
Macros Maps
Graphs/Charts Live Streaming
Sunday, March 21, 2010

58. Website Basics Engagement Objects
120 200
variables to rank sites
"I think, that a year from now, we are going to be
sitting here saying – ‘if you don’t have video, if you
don’t have engagement objects on your website, you
are just not going to rank. It will make you last
among equals if you don’t have it.”
– Bruce Clay, BruceClay.com
Sunday, March 21, 2010

59. Website Basics Video SEO
What is Video SEO?
It’s an extension of SEO
Creating quality, engaging and unique content
Publishing content that can be easily indexed by
search engines
Describing that content in a way that follows best
practices for SEO.
Source: ReelSEO.com
Sunday, March 21, 2010

60. Website Basics Video SEO
Hosting vs Posting
Should we host our videos on our own server or
post them to video sharing sites?
YES.
Sunday, March 21, 2010

61. Website Basics Video SEO
Basic Video SEO Tips (Posting)
Consider submitting your videos to multiple video
sharing sites (YouTube, Google Video, MSN Video,
Vimeo, etc.)
Titles are extremely important
www.TubeMogul.com
Put URL at beginning of description
Use watermarks on your video
Include web address at end of video
Sunday, March 21, 2010

62. Website Basics Get Indexed
Submit your site to be indexed:
Google
Yahoo
MSN
Ask.com
Sunday, March 21, 2010

63. Website Basics Metrics
Keeping track of your visitors
Google Analytics
StatCounter
Site Meter
Web Trends
Sunday, March 21, 2010

64. Sunday, March 21, 2010

65. Website Basics Wrap Up: SEO Principals
The Third Pig
Build your site as strong as the third pig’s house
Don’t be short-sighted
Build your site with solid SEO base
Sunday, March 21, 2010

66. Website Basics Wrap Up: SEO Principals
The Ant Factor
SEO doesn’t offer instant results
Must consistently do small, simple things
Sunday, March 21, 2010

67. Website Basics Wrap Up: SEO Principals
LISTEN!
Learn from the Crowds
Figure out what people want, what they’re looking
for, and how they look for it.
Use: Google Keyword Research Tool, Twitter search
Sunday, March 21, 2010

68. Website Basics Questions for your web developer
How will I manage the content on my site?
Can you add widgets to my site?
(i.e my Twitter feed/search, Google map, video
widgets, etc.)
Will people be able to easily share things on my site
using ShareThis, AddThis, posting to Facebook,
Twitter profiles.
How will people interact on my site (add comments,
post reviews, share products, ideas, etc.)
Sunday, March 21, 2010

69. Ryan Welch
ao ryan@aocreative.com
green
@_ryanwelch
aocreative.com
Sunday, March 21, 2010