social media marketing on the real-time web

Copyright © 2010 YourVersion

Dan Olsen, CEO, YourVersionDan Olsen, CEO, YourVersionMay 19, 2010May 19, 2010

Social Media Marketing on the Real‐Time Web

http://www.yourversion.com/

http://www.yourversion.com


AgendaWhat is Social Media Marketing?What is the real‐time web?Focus on using top tools for

TwitterFacebook

Social Media OptimizationYourVersion

Interactive talk: Please interrupt with questions & share your examplesWill post slides to slideshare.net/dan_o

http://slideshare.net/dan_o


My BackgroundEducation

BS, Electrical Engineering, NorthwesternMS, Industrial Engineering, Virginia TechMBA, StanfordUI design and web development

19 years of Product Management ExperienceManaged submarine design for 5 years5 years at Intuit, led Quicken Product ManagementLed Product Management at FriendsterPM consultant to startups: Box.net, YouSendIt, EpocratesSpeaker: Web 2.0 Expo, Facebook Fund, StanfordCEO & Cofounder of YourVersion, startup building “Pandora for your real‐time web content”


Quick Poll of Audience

Job type

Company size

Familiarity with using:Twitter

Facebook

How much experience marketing on:Twitter

Facebook

# of Twitter followers


What is Social Media?

Old media: 1‐way communication

Social media: 2‐way communication

Reader is empowered (vs. just publisher)

Allows expression and dialog

Interactive

Social 1‐to‐many

Public


What is Social Media Marketing?

Using social media to achieve your marketing goals

Reaching prospective customers

Communicating with existing customers

Communicating & reinforcing your brand

A key component of your overall marketing mix

WORD OF MOUTH


What is the Real‐Time Web?

Time delay from event/idea to publication is essentially zeroTweets, FB Status Updates

Free & effortless for people to post content

Finding informationBefore, focus was only on relevance

Recency has increased in importance

New goal: Relevance + Recency


Why do Marketers like Twitter?

Way to reach prospective customersFreeCan find people for a given topic/keywordCan identify influential peopleCan benefit from word of mouth/viral marketingWay for people to discover your brandGreat vehicle for dialog with your existing customersOther reasons?


Twitter Basics

Twitter WebsiteProfile page: handle, background image, URL

Follower model: asymmetric, blocking, ratio

Tweets140 character limit (can delete a tweet)

Mentions, Direct messages (DMs), and Retweets (RTs)

Hashtags

Lists

Search: people, text

Trending


The Art of Writing TweetsMaking your message fit into 140 characters

Eliminate unnecessary words (telegram)Common abbreviations:Thx 4 ur RT. R U going?

Be Positive: “Awesome article on …”Call to action to click: “You gotta see this …”Use hashtags to increase reachUse @ for people, use well‐formed URLsLeave room for RT#FollowFriday, #FFOther examples? (good & bad)


Twitter Clients

ClientsTweetdeck

Tweetie (acquired by Twitter)

twhirl (acquired by Seesmic)

Seesmic (web, desktop, & mobile)

Computer, Mobile, Web

Free vs. paid

Tweetdeck demo


Twitter Tools: People

Managing followersFriend or Followhttp://www.friendorfollow.com

Finding peopleWeFollowhttp://wefollow.com

Tracking followers over timeTwitterCounterhttp://twittercounter.com

http://www.friendorfollow.com/

http://wefollow.com/

http://twittercounter.com/


More Twitter ToolsHashtags

http://hashtags.orghttp://whatthetrend.com

Automatic DM to FollowersSocialOomph (formerly TweetLater)http://www.socialoomph.com

Twitter Appsonefortyhttp://oneforty.com

Twitter for TeamsCoTweethttp://cotweet.com

http://hashtags.org/

http://whatthetrend.com/

http://www.socialoomph.com/

http://oneforty.com/

http://cotweet.com/


Facebook

Pages

Groups

Events

Ads

Insights

Apps


Facebook

Status updates

Sharing

Like

Comment

For your website

Like Buttonhttp://developers.facebook.com/docs/reference/plugins/like‐box

http://developers.facebook.com/docs/reference/plugins/like-box

http://developers.facebook.com/docs/reference/plugins/like-box


Social Media Optimization


SMO is the new SEO

SEO (PageRank)Decide on strategic keywordsOptimize contentGet links, ideally from high PageRank sites

Social media optimizationDecide on strategic topic(s)Identify key topic thought leaders & groupsBuild relationshipsContribute to the conversation


Using Multiple Channels TogetherWrite your blog postTweet with link to your blog post with relevant hash tags

Friends/followers read & retweetPeople reading hashtags

Facebook Page Wall postHave fans & friends like and commentShows up in their friends streams who will read, like, and comment

Comment on a relevant blog post with a link to your post


Building an Audience

What mattersWhat you talk about

How you talk about it

Who you’re talking to

Building your reputationIdeally, perceived as a topic expert

Helping people discover good content

Being up‐to‐date and in‐the‐know


“We saw a trillion unique URLs, and the number of individual web pages out there is growing by several billion pages per day”‐ Google Blog, 7/25/08

Problem: Amount of Web Content Far Exceeds How Much Time We Have

US Households, self-reportedSource: Forrester Research

Time Spent OnlineAverage Hours per Week

0

2

4

6

8

10

12

2004 2005 2006 2007 2008 2009

Ave

rage

Hou

rs p

er W

eek


Current Model for Finding New, Relevant Web Content is BrokenCurrent solutions take too much effort and are impersonalSearchRevisiting bookmarksRSS readersGoogle alerts

New Discovery Model:Instead of you having to find the content, the content finds you


Shift to Discovery Model Has Created Large Value in Related Areas

Discovery model has already transformed:Music: Pandora, last.fmTelevision: TIVOMovies: Netflix

Better user experienceTime spent searching is minimized/eliminatedRelevant content delivered to user (push vs. pull)Engine proactively discovers new content for user

Transformation to Discovery model hasn’t occurred for web content, but it’s about to


YourVersion Is The BestReal‐Time Discovery Engine

Most Personalized

Delivers Best Blend of Relevance with Recency

Easiest to Use: innovative user interface

Most Complete Discovery SolutionBookmarking with auto‐tagging

Sharing: email, Facebook, Twitter

iPhone App

Firefox toolbar, Chrome extension, Browser sidebar

Harnesses Collective Intelligence


YourVersion Has ReceivedVery Positive User Reaction

Launched at TechCrunch50, won People’s Choice AwardUser praise

“You've now replaced my iGoogle tab. Nice.”“Tired of surfing for articles on subjects you are interested in? Try @yourversion I'm a huge fan already!”

“RSS for the rest of us”


YourVersion Demo

Website

Firefox Toolbar

Browser sidebar

Personalized weekly email with top stories

iPhone app


YourVersion iPhone App


Try it out at:http://www.yourversion.com

Free iPhone app at:http://bit.ly/yv‐app

or search for “yourversion” in App store

We’re hiring marketers


http://bit.ly/yv-app



‐Intimate, all‐day workshop for startups on Product Management, Design, & Marketing

‐Sat June 12th in Palo Alto

http://toolboxevent.com

Use discount code “jhtc” for $90 off ($59 instead of $149)

http://toolboxevent.com/


Questions?@[email protected] www.yourversion.com




http://twitter.com/danolsen

social media marketing on the real-time web

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