social media marketing for the rest of us
DESCRIPTION
Social media marketing concepts and practical ideas to implement and measure.TRANSCRIPT
Practical tips and best practices for ConnectWise Partners
Web 2.0/Social Media Marketing Strategies
Bernie Borges Intro
• 20 + years marketing• Enterprise software & Internet industries• Past 6 years providing:
• Internet marketing strategic consulting• Search engine optimization• Pay-per-Click advertising management• Visitor conversion strategies• Social media marketing strategies• Help B2B companies find and convert leads on the web
Topics
What is Web 2.0/Social Media? Web 2.0 Components & Attributes
• RSS
• Blogs
• Social Networking Sites
• Podcasts
• Wikis
• UGC
• SaaS Case Study Recommendations
Audience Poll
• Company Size• Product Focus• Geographic Sales Coverage• Experience Level with Social Media
Have you recently responded to intrusive marketing?
e.g., cold call, direct mail, etc.
What is Web 2.O?
http://en.wikipedia.org/wiki/Web_2
• Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites, wikis, and folksonomies — which aim to facilitate creativity, collaboration, and sharing between users.
• "Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform, and an attempt to understand the rules for success on that new platform."[4]
Web 2.0 is all about collaboration and conversations with communities of people with something in common who interact with each other.
“Web 1.0”
What is Web 2.O?
Read-Only Web “Web 2.0”
Read-Write Web
Web 2.0/Social Media Picture
Blogs
YouTube
Flickr
Digg
StumbleUpon
Del.icio.us
MySpace
BOOMj
Share
Publish Network
Marketing 2.0
RSS Blogs Social Networking Sites Podcasts Wikis UGC SaaS
Web 2.0/Social Media Components
Web 2.0 Drivers
Technology RSS, XML, AJAX
Bandwidth Proliferation WiFi, High Speed Access
Social Culture of Communication Communities Offer Collective Intelligence
Web 2.0 Lifecycle of Interaction
Source: The Value of Many, Neighborhood America
Web 2.0/Social Media Benefits
Low Cost Implementation Release early and often Research, find, go…
Loyalty Communities, trust, relationships
Marketing/PR Viral affects are huge
SEO Multiple locations of content Link centric
RSS
RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts.[2] An RSS document (which is called a "feed" or "web feed"[3] or "channel") contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays.[3]
RSS content can be read using software called an "RSS reader", "feed reader" or an "aggregator", which can be web-based or desktop-based. The user subscribes to a feed by entering the feed's link into the reader or by clicking an RSS icon in a browser that initiates the subscription process. The RSS reader checks the user's subscribed feeds regularly for new content, downloading any updates that it finds and provides a user interface to monitor and read the feeds.
Really Simple Syndication (RSS 2.0) RDF Site Summary (RSS 1.0 and RSS 0.90) Rich Site Summary (RSS 0.91). RSS formats are specified using XML, a generic specification for the creation of data formats.
Although RSS formats have evolved since March 1999,[4] the RSS icon (" ") first gained widespread use in 2005/2006.
http://en.wikipedia.org/wiki/RSS_(file_format)
RSS Example (iGoogle)
Marketing 2.0
Blogs
Chronology of communication Subscribed conversations Like minded people Public conversations Plain English Easy to digest Link centric Tag, comment, modify, submit…
Blogs Growth
Blog Strategies
Technical/Product Thought Leadership Tips/Best Practices Opinion Controversy Marketing/PR Entertainment
• Personality
• Commitment
• Consistency
Blog Strategies
SEO Friendly Content & URLs Link Centric Authentic Conversations Social Viral
Blog Marketing Benefits
Results 1 - 10 of about 249,000 for risk factors social media marketing.
(Blog) Content is Kinghttp://www.junta42.com/top_42_content_marketing_blogs/
Marketing 2.0
Micro Blogs
http://en.wikipedia.org/wiki/Micro-blogging
Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging, instant messaging, email, MP3 or the web.
The most popular service is called Twitter, which was launched in July 2006 and won the Web Award in the blog category at the 2007 South by Southwest Conference in Austin, Texas.[1] The main competitor to Twitter is Jaiku.
The popular social networking websites Facebook and MySpace also have a micro-blogging feature, called "status update".
Micro-blogging is about “what are you doing right now.”
Will Twitter Explode or Fade?
http://www.businessweek.com/technology/content/may2008/tc20080514_269697.htm
Blog Content Marketing
Blog Content Marketing
Blog Content Marketing
http://blogsearch.google.com/
Blog Content Marketing
Blog Content Marketing
Blog Content Marketing: DIGG it
Slide Content Marketing
http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20
Marketing 2.0
Social Networking Sites
A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software.
Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat, messaging, email, video, voice chat, file sharing, blogging, discussion groups, and so on.
http://en.wikipedia.org/wiki/Social_network_service
Social Networking Sites Market Share
Social Networking Sites - Facebook
Groups in Facebook
Facebook Applications
Social Networking Case Study: Information Builders Inc.
http://www.ittoolbox.com
Social Networking Case Study: Information Builders Inc.
Goal – generate leads from target rich social networking site without being intrusive by using leadership white papers
Tactics Study members interest (1 year) Identify mix of white paper topics Promote white papers through RSS, permission email, network’s
white paper resource Set up registration with lead qualification fields
Social Networking Case Study: Information Builders
Social Networking Case Study: Information Builders
Results Exceeded lead goals by 42% 750% ROI from new sales from leads Identified the topics of most interest Established thought leadership in community Proved merit of slow, patient approach Proved value of targeted social networking marketing
campaigns
Marketing 2.0
Podcasting: B2B
A podcast is a digital media file, or a related collection of such files, which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers.
Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom.
http://en.wikipedia.org/wiki/Podcasting
Podcasting Strategies: B2B
Identify Content Tips Trends White Papers Reports
Select Show Format Blog Post Show Notes (for SEO) Submit to Podcast Directories Track Subscriptions & Downloads Build Loyalty Make an Offer (CTA)
Podcasting Basics: B2Bhttp://www.findandconvert.com/blog/2008/sweat-seo-details/
Podcasting: B2B
Podcasting: B2B
Podcast Growth Projections
Podcast B2B Marketing
Marketing 2.0
Wiki: B2B
A wiki is a type of computer software that allows users to easily create, edit and link web pages.
Wikis are often used to create collaborative websites, power community websites, and are increasingly being installed by businesses to provide affordable and effective Intranets or for use in Knowledge Management.
One of the best-known wikis is Wikipedia.[2]
http://en.wikipedia.org/wiki/Wiki
Wiki: B2B
Marketing 2.0
Software as a Service (SaaS): B2B
Software as a service (SaaS) is a software application delivery model where a software vendor develops a web-native software application and hosts and operates (either independently or through a third-party) the application for use by its customers over the Internet.
Customers do not pay for owning the software itself but rather for using it. They use it through an API accessible over the Web and often written using Web Services or REST.
The term SaaS has become the industry preferred term, generally replacing the earlier terms Application Service Provider (ASP) and On-Demand.
•http://en.wikipedia.org/wiki/Software_as_a_Service
Software as a Service (SaaS): B2B
Web 2.0 Video: B2B
Web 2.0: Survey Results
The B2BWeb 2.0 Tools Report – August 2007http://www.directimpactnow.com/leadgentools/web2-tools-directory.html
189 representatives of companies actively engaged in B2B marketing.
Which type of Web 2.0 medium have you deployed in a marketing program in the past year?
Value Count PercentBlogs 133 70%RSS 108 57%Podcasts 99 52%Videocasts 76 40%Social Networks / Communities 75 40%Wikis 42 22%
Searching for SEO
B2B Technology Buyers: Who Found Who?
Marketing 2.0
Measuring Web 2.0 Actions
Traffic URL trackbacks from blogs, etc.
Brand Development Stronger recognition, referrals, etc. The “buzz” factor
Lead Development Prospects study blogs, other Web 2.0 properties
Web 2.0 Actions to ConsiderWeb 2.0 actions you can take. Interact with others and allow interactionwith your website.
Subscribe to RSS-enabled content RSS-enable your content Propagate content: image, video or audio files Upload slides to www.slideshare.net Set up Twitter accounts Podcast on topics in which you are expert Set up S.N. profiles/groups Create a wiki
Open the door for conversations with customers and prospects!
For more conversation…
Bernie Borges
Email: [email protected]
Website: http://www.findandconvert.com/
Blog: http://www.findandconvert.com/blog/
Twitter: http://twitter.com/berniebay
Office: 727-234-0952 ext. 1001
Cell: 727-421-5460
