buythebigo_socialmedia10142009
DESCRIPTION
From the presentation at the Oct 14 Buy the Big O show.TRANSCRIPT
Successful Tactics for Social Media Optimization and
Social Media Marketing
Why Social Media matters in today’s
marketing environment and how to
get in the game.
14% of people trust ads
78% trust consumer recommendations
Source: Nielsen Global Trust in Advertising Survey
“Social media describes the online technologies and
practices that people use to share opinions, insights,
experiences, and perspectives with each other.
Social media can take many different forms,
including text, images, audio, and video. Popular social
mediums include blogs, message boards, mediums include
blogs, message boards, podcasts, wikis, and vlogs.”
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WORD OF MOUTH IN THE 21ST CENTURY
2/3 of the economy is now influenced by personal recommendation– 75% of consumers have visited social media– 49% have made a purchase decision based
on what they gathered
Source: McKinsey & Company
Why People Talk
• Five reasons people talk:– Because they love you– Because they hate you– Because they want to know something about you– Because they were asked their opinion about you– Because their community is talking about you
What Social Media Can Do for You
• Increase your exposure– On the search engines and in sites/places
where people visit
• Build trust & preference– Engage in conversation with customers and
prospects
What it Takes
Time
Commitment
Passion
What Social Media Can Do for You
• Increase your exposure– On the search engines and in sites/places
where people visit– Social Media Optimization (SMO)
• Build trust & preference– Engage in conversation with customers and
prospects– Social Media Marketing (SMM)
• Can create additional listings indexed by search engines
• Can create additional listings indexed by search engines
Social Media Optimization (SMO)
• ON SITE -- Involves implementing changes to optimize your website so it is:– More easily linked to– More highly visible in social media – More frequently included in relevant posts on
blogs, podcasts and vlogs.
Tips For SMO
• Increase your linkability– Add a blog– Add white papers, thought pieces– Add a community– Aggregating content that exists elsewhere
• Fresh content
• Links and more links
•Search engines find it easy
to crawl blogs
•Encourage visitors to leave
comments and links which
search engines love
Why Search Engines Love Blogs
Tips For SMO
• Make tagging and bookmarking easy – Add quick bookmark buttons– Use relevant tags where possible
<script type="text/javascript" src="http://s7.addthis.com/js/addthis_widget.php?v=12" ></script>
Tips For SMO
• Make it easy for your content travel– RSS Feeds– Email signups, enabled content
Social Media Marketing (SMM)
• OFF-SITE -- An active role in relation to social media through the creation and distribution of content and other messages through the social web by some form of viral marketing.– Creating, commenting, participating
150M Unique Visitors
48M Unique Visitors
126M Unique Visitors
64M Unique Visitors
Tips for Social Media Marketing (SMM)Business Goal Social Media OptionTo create a community ofinterested prospects and customers with the business goal of moving this communityto an economic action
Social Networks:MySpace, Facebook, Webjam and hundreds of others, research content and select the best for you
To portray yourself as anexpert, to be seen as a useful source of important information above and beyondyour products and services
Personal Publishing:Blogs, RSS Feeds, Podcasts, Online Videos thatdemonstrate a complex concept or visually excitingidea
Provide quick updates aboutdynamic processes to aspecific group of people
Micro-Messaging:SMS (portable device textmessaging), Twitter (microblogging)Instant Messaging and Chat
Give current and prospectivecustomers a place to discussyour company, products andservices, and a place to help each other
Discussion Spaces:Forums, Wikis, Newsgroups,Discussion Links
Give satisfied customers andfans tools to promote yourbusiness and generatereferrals
Viral Marketing Tools:Digital Widgets (weather info,stock market quotes, TVlistings), funny or scary videos(YouTube, etc.), digital toolkits (72 hour preparedness,child ID, etc.)
Social Media Real Estate
48 million members -- 1 new member/secondFrom 3.6 million monthly visitors to 7.7 million.Third largest online job site.
• Linked In
Simple Tips For SMM
• Quality content relevant to your niche– Submit to publications/sites
in your industry and to articlesites
• Make sure you are listed in industry directories
• Make your content go placesand allow free sharing and access – Post images, audio, video,
presentations on sharing sites
Step 1: Listen
Automated Tracking
Step 2: Define the What & Who
Step 3: Develop Your Plan
• There are three commons ways to leverage conversations:– To avoid issues or problems (and crisis
situations)– To do category and consumer research – Identifying and engaging customers,
prospects and influencers
What Not to Do
What to Do
Step 4: Execute Your Plan
Step 5: Measure
General Tips
• Use the living room rules– Join the conversation don’t interrupt– Stay away from jargon/Use real language
– Be real
– Don’t forget your roots, be humble
• Be a user resource, even if it doesn’t benefit you directly in the short term
• Reward helpful and valuable users
• Know how to target your audience
• Don’t be afraid to try new things, stay fresh
Check your company name/user namecheckusernames.com myuserna.me usernamez.com
Bozell
Questions?