Social Web Strategies Marketing in a Web 2.0 World Scott Clark | Nick Huhn | Jason Falls Lexington Advertising Club Lexing...
<ul><li>What is it? </li></ul><ul><li>Where does it live? </li></ul><ul><li>Who should be in charge of it? </li></ul><ul><...
<ul><li>No Longer A Monologue </li></ul><ul><li>Conversation Demands Humanity </li></ul><ul><li>Openness Leads To Rewards ...
<ul><li>Expand Reach Of Messaging </li></ul><ul><li>Excite Your Fans, Customers </li></ul><ul><li>Connect With New Audienc...
What’s The Mechanism <ul><li>Blogs </li></ul><ul><li>Instant Messaging/Chat/Microblogging </li></ul><ul><li>Social Network...
Prove It!
But I’m A Small Business!
Organic/Natural Search Marketing <ul><li>The Left Side of Search (80-85% of all result clicks) </li></ul><ul><li>Search En...
Paid Search Advertising <ul><li>Google, yahoo!, Microsoft, facebook, myspace, stumbleupon, etc. </li></ul><ul><li>Pay per ...
What’s My ROI? <ul><li>Remember What Social Media Does </li></ul><ul><ul><li>Expand Reach Of Messaging </li></ul></ul><ul>...
Tying It All Together <ul><ul><li>Think Of Social Media As: </li></ul></ul><ul><ul><li>Reputation Management </li></ul></u...
Where Do I Start? <ul><li>Listen </li></ul><ul><ul><li>People are talking about you.  </li></ul></ul><ul><li>Participate <...
Let’s Connect Jason Falls Director of Social Media Doe-Anderson www.socialmediaexplorer.com O: 502.815.3257 | Twitter: @Ja...
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Social Media Strategies

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Scott Clark, Nick Huhn and Jason Falls of Social Media Club Louisville's presentation for the Digital Dialog session at Lexington Ad Club, Nov. 6, 2008.

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  • Social Media Strategies

    1. 1. Social Web Strategies Marketing in a Web 2.0 World Scott Clark | Nick Huhn | Jason Falls Lexington Advertising Club Lexington, Ky. November 6, 2008
    2. 2. <ul><li>What is it? </li></ul><ul><li>Where does it live? </li></ul><ul><li>Who should be in charge of it? </li></ul><ul><li>How much and what do I get? </li></ul><ul><li>Where does search fit? </li></ul>
    3. 3. <ul><li>No Longer A Monologue </li></ul><ul><li>Conversation Demands Humanity </li></ul><ul><li>Openness Leads To Rewards </li></ul><ul><li>An Investment Of Time & People </li></ul>
    4. 4. <ul><li>Expand Reach Of Messaging </li></ul><ul><li>Excite Your Fans, Customers </li></ul><ul><li>Connect With New Audiences </li></ul><ul><li>Research Or Harvest Insights, Needs, Opinions </li></ul><ul><li>Listen And Facilitate Dialog </li></ul>
    5. 5. What’s The Mechanism <ul><li>Blogs </li></ul><ul><li>Instant Messaging/Chat/Microblogging </li></ul><ul><li>Social Networks </li></ul><ul><li>News Aggregators </li></ul><ul><li>Bookmarking Sites </li></ul><ul><li>User-Generated Video, Photos, Audio </li></ul><ul><li>Collaborative Creation & Feedback </li></ul>
    6. 6. Prove It!
    7. 7. But I’m A Small Business!
    8. 8. Organic/Natural Search Marketing <ul><li>The Left Side of Search (80-85% of all result clicks) </li></ul><ul><li>Search Engines ♥ ’s Social Media Content </li></ul><ul><li>Good Content -> Links -> Authority -> Rank </li></ul><ul><li>Search Amplifies Reputation Problems </li></ul><ul><li>Link-Bait -> Social Bookmarks -> Links -> Rank </li></ul><ul><li>Businesses Neglect Even the EASY Stuff. </li></ul><ul><li>Google Local, Yahoo! Local, Superpages – EASY!!! </li></ul><ul><li>Encouraging Positive Ratings? EASY!!! </li></ul>
    9. 9. Paid Search Advertising <ul><li>Google, yahoo!, Microsoft, facebook, myspace, stumbleupon, etc. </li></ul><ul><li>Pay per click, pay per thousand, pay per action </li></ul><ul><li>Advertise at the “moment of curiosity” </li></ul><ul><li>Geographic and demographic targeting </li></ul><ul><li>Measurability and accountability </li></ul><ul><li>Can be used for reputation management too. </li></ul><ul><li>But….80%+ sites not ready for paid search traffic </li></ul><ul><li>And…90%+ campaigns set up improperly </li></ul>
    10. 10. What’s My ROI? <ul><li>Remember What Social Media Does </li></ul><ul><ul><li>Expand Reach Of Messaging </li></ul></ul><ul><ul><li>Excite Your Fans, Customers </li></ul></ul><ul><ul><li>Connect With New Audiences </li></ul></ul><ul><ul><li>Research Or Harvest Insights, Needs, Opinions </li></ul></ul><ul><ul><li>Listen And Facilitate Dialog </li></ul></ul><ul><li>Ask The Right Questions </li></ul><ul><ul><li>Do you hold your architect accountable for your stock price? </li></ul></ul>
    11. 11. Tying It All Together <ul><ul><li>Think Of Social Media As: </li></ul></ul><ul><ul><li>Reputation Management </li></ul></ul><ul><ul><li>Brand Building </li></ul></ul><ul><ul><li>Public & Customer Relations Think Of Search As: </li></ul></ul><ul><ul><li>Way To Drive Customers To You </li></ul></ul><ul><ul><li>Way To Drive Customers To Interact With You </li></ul></ul>
    12. 12. Where Do I Start? <ul><li>Listen </li></ul><ul><ul><li>People are talking about you. </li></ul></ul><ul><li>Participate </li></ul><ul><ul><li>Why aren’t you talking about you? </li></ul></ul><ul><li>Collaborate </li></ul><ul><ul><li>Engaged and enthusiastic fans market for you. </li></ul></ul>
    13. 13. Let’s Connect Jason Falls Director of Social Media Doe-Anderson www.socialmediaexplorer.com O: 502.815.3257 | Twitter: @JasonFalls Scott Clark Internet Marketing Consultant Search Engine Optimization Expert www.websiteadvice.com O: 859.268.0664| Twitter: @ScottClark Nick Huhn Creative Versatilist Internet Marketing Consultant www.nickhuhn.com O: 502.876.9148 | Twitter: @NickHuhn
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