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Presented by:Coryon Reddcoryonredd@coryon.comwww.linkedin.com/in/coryonredd

Win the Internet Marketing GameIntroduction to Online Marketing – Part 4

View this presentation online at: http://www.coryon.com/placer-intro-spring-2014

Placer School for AdultsSpring 2014

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Competitor Research Follow Up

Competitors• Who are your main competitors?• What were they doing well?• What mistakes can you avoid?• What are the main things you can use to improve your website?

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Social Media Marketing:Fish where the fish are!

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Internet Marketing:Introduction to Blogging & Social Media

Social Media Marketing• Why do you need to get social?• Glossary• WordPress – Build a website quickly• Finding Blogs and Getting Started• Blogging – Content, Prestige and Participation• Using Blogging and Social Sites for SEO• Facebook, Pinterest, Linkedin and Twitter

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Why do social marketing? • The new word of mouth.• Build links. Build PageRank.• Reputation counts for SEO.• Find undiscovered markets.• Build prestige – Content is King.• Supports other Internet marketing.• Listening post - Learn about your market and reputation.

Social Media Marketing (SMM)

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Social Media Marketing (SMM) GlossaryPart 1

• Social Networking – Websites where users can create a profile, interact with each other through updated feeds and share content – urls, blogs,

videos, images, groups, etc. • Blog – Contraction of “web log”. Shared opinions with regular posts and

multimedia content. Free tools like wordpress.org and blogger.com

• Blogosphere – Conversations happening in blogs / forums.

• Blogroll – List of sites shown in the sidebar of a blog. Favorites, related.

• Bookmarking – del.icio.us, Reddit – Install tool from Addthis.com for easy bookmarking of your site.

• Forum – Section of a website where users can post questions and opinions. Visitors comment and develop discussion threads over time.

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• Post – Within a blog or social site, the original written blurb, essay, etc.• Comment – Replies to a post.• Thread – The combination of blog posts and comments that create an

ongoing discussion.• Lurker – 90% of users don’t post – they lurk. No comments.• Flaming – Comments based on name calling and vulgarity, not intelligent

discourse.• Permalink – Address of the URL for a blog post or piece of content, not an

address with changing content.• RSS – Really Simple Syndication. Subscribe to content on blogs or other

social media sites. Use Google RSS Reader google.com/reader.• Trackback – A way for web authors to request a notification when

someone links back to content on their blog.

Social Media Marketing (SMM) GlossaryPart 2

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Social Marketing:Prestige and Participation

• Find Topics• Search using: keyword lists, website

specialties, Google Alerts, target audience and favorite topics.

• Develop prestige• Answer questions / share expertise.• Don’t promote your business (at first). • The more you comment the better –

just make them good.

• Create content on your website.– Articles, blog posts, promotions,

coupons, Facebook specials, etc.

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Social Marketing:Why should I blog?

• Promoting website usage• Increase search rankings with links to blog posts• Sharing insight into your company with customers• Promoting new products or services• Increasing brand awareness• Promoting upcoming promotions or events• Providing information and news• Reducing customer service calls

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Social Marketing:Blogging Best Practices

• Develop an editorial policy / mission statement• What is your voice? – Clear content, style and tone• Show your expertise – Build your prestige• Check your spelling and grammar• Plan your content ahead of time – editorial calendar• Always use multimedia content – Pictures, videos, etc.• Use good titles – descriptive and eye catching• Interact – reply to comments!!• Distribute – Use social bookmarking, RSS feeds, Facebook, etc.• Read more - http://www.coryon.com/blogging-best-practices

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Social Marketing:WordPress - Tools of the Trade

• Wordpress – Free, open source, easy to install on most hosts.

• Others include: blogger.com, tumblr.com, squidoo.com, hubpages.com

• Wordpress.org – Build a website and/or blog. Download, themes, plugins, and get support.

• Blogging – It’s got that too.

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Social Marketing:Finding Blogs and Getting Started

• Find Forums and Blogs• Google search for “keyword” +forum or +blog• Google for topic and +”leave a reply”• Use Google Alerts.

• Find Top Users• Who posts the most, Power users page, most

comments on posts.

• Create profile• Add homepage of your website to profile and

honest details.

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Social Marketing:Link Baiting

• Informational - Tips and tricks, hard to find how-to's.• News - Breaking news, events, celebrity gossip, politics

even new products.• Humor – Stories, jokes, odd pictures, mocking cartoons

or a video from your childhood.• Controversy - Provide a opinion that is not generally

accepted. Use with caution.• Tools - Make a tool that enough people will use and

talk about.

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• Relevant blogs only – Do not bother commenting on non-relevant blogs or ones littler with non-relevant comments.

• No advertising - Never try to sell anything unless asked.• Useful and informational - Keep your comment on topic and useful to

the conversation.

Good Free.Usually relevantTraffic can convert if highly relevantDevelop leads over time

Bad Low valueTend to loose value over time or get buried just as a blog does.Can be deleted by blog owner.

Social Marketing:Blog Commenting

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• Relevant websites only – Larger Q&A sites like Yahoo Answers and quora.com can improve SEO. Also find the most important niche websites.

• Find relevant topics, power-users – Search for topics most discussed in website and work to find respected users. Observe first, then interact.

• No advertising - Never try to sell anything unless asked.• Useful and informational - Keep your answers and comments on topic

and useful to the conversation.• Don’t get banned- Read terms of service and try to fit in. Don’t sell.

Only link if it appears that others do as well.

Good Free.Answer questions and show expertiseCan be systemized to check in at the best websitesGoogle is paying attention.

Bad Low value – Many nofollow pagesNeed to answer early to be most relevant.Need to earn status before including links.

Social Marketing:Question & Answer Sites

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Social Marketing:Facebook and Twitter

• Create a Business page and post regularly• Ask for Likes. 25 Likes needed to pick URL

– Go to facebook.com/username• Distribute blog and website content

http://www.coryon.com/social-media-blog-distribution

• Use tools to post blogs to Twitter and FB– Tweetdeck.com– http://en.wikipedia.org/wiki/Social_network_aggregation

#Social_network_aggregators

• Look into Facebook targeted advertising– http://www.facebook.com/advertising/

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SMM Books you should read

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Blogging and SMM References

Create compelling content for your blog – Lots of ideashttp://www.copyblogger.com/

Blogging glossary

http://www.bloggingbasics101.com/2010/03/blogging-glossary-defining-basic-blogging-terms/

21 Tactics to increase blog traffichttp://www.seomoz.org/blog/21-tactics-to-increase-blog-traffic

7 tips to increase your blog commentshttp://www.socialmediaexaminer.com/7-tips-to-increase-your-blog-comments/

Tips and lots of links for small business ownershttp://www.successfulblogging.com/essential-blogging-tips-from-2010/

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More Blogging and SMM References

Why a blog should have an editorial policy http://blog.case.edu/webdev/2008/05/04/editorialpolicy.html

Blog Commenting to increase PageRank

http://www.seohosting.com/blog/link-strategies/effective-blog-commenting-to-increase-page-rank/

How to find dofollow blogs:http://www.smuggecko.com/seo-tips-how-to-find-dofollow-blogs/

Ad Age list of top marketing blogshttp://adage.com/power150/

2011 review of best blogging softwarehttp://blog-software-review.toptenreviews.com/