Social Web Strategies Marketing in a Web 2.0 World Scott Clark | Nick Huhn | Jason Falls Lexington Advertising Club Lexington, Ky. November 6, 2008

What is it? Where does it live? Who should be in charge of it? How much and what do I get? Where does search fit?

What is it?

Where does it live?

Who should be in charge of it?

How much and what do I get?

Where does search fit?

No Longer A Monologue Conversation Demands Humanity Openness Leads To Rewards An Investment Of Time & People

No Longer A Monologue

Conversation Demands Humanity

Openness Leads To Rewards

An Investment Of Time & People

Expand Reach Of Messaging Excite Your Fans, Customers Connect With New Audiences Research Or Harvest Insights, Needs, Opinions Listen And Facilitate Dialog

Expand Reach Of Messaging

Excite Your Fans, Customers

Connect With New Audiences

Research Or Harvest Insights, Needs, Opinions

Listen And Facilitate Dialog

What’s The Mechanism Blogs Instant Messaging/Chat/Microblogging Social Networks News Aggregators Bookmarking Sites User-Generated Video, Photos, Audio Collaborative Creation & Feedback

Blogs

Instant Messaging/Chat/Microblogging

Social Networks

News Aggregators

Bookmarking Sites

User-Generated Video, Photos, Audio

Collaborative Creation & Feedback

Prove It!

But I’m A Small Business!

Organic/Natural Search Marketing The Left Side of Search (80-85% of all result clicks) Search Engines ♥ ’s Social Media Content Good Content -> Links -> Authority -> Rank Search Amplifies Reputation Problems Link-Bait -> Social Bookmarks -> Links -> Rank Businesses Neglect Even the EASY Stuff. Google Local, Yahoo! Local, Superpages – EASY!!! Encouraging Positive Ratings? EASY!!!

The Left Side of Search (80-85% of all result clicks)

Search Engines ♥ ’s Social Media Content

Good Content -> Links -> Authority -> Rank

Search Amplifies Reputation Problems

Link-Bait -> Social Bookmarks -> Links -> Rank

Businesses Neglect Even the EASY Stuff.

Google Local, Yahoo! Local, Superpages – EASY!!!

Encouraging Positive Ratings? EASY!!!

Paid Search Advertising Google, yahoo!, Microsoft, facebook, myspace, stumbleupon, etc. Pay per click, pay per thousand, pay per action Advertise at the “moment of curiosity” Geographic and demographic targeting Measurability and accountability Can be used for reputation management too. But….80%+ sites not ready for paid search traffic And…90%+ campaigns set up improperly

Google, yahoo!, Microsoft, facebook, myspace, stumbleupon, etc.

Pay per click, pay per thousand, pay per action

Advertise at the “moment of curiosity”

Geographic and demographic targeting

Measurability and accountability

Can be used for reputation management too.

But….80%+ sites not ready for paid search traffic

And…90%+ campaigns set up improperly

What’s My ROI? Remember What Social Media Does Expand Reach Of Messaging Excite Your Fans, Customers Connect With New Audiences Research Or Harvest Insights, Needs, Opinions Listen And Facilitate Dialog Ask The Right Questions Do you hold your architect accountable for your stock price?

Remember What Social Media Does

Expand Reach Of Messaging

Excite Your Fans, Customers

Connect With New Audiences

Research Or Harvest Insights, Needs, Opinions

Listen And Facilitate Dialog

Ask The Right Questions

Do you hold your architect accountable for your stock price?

Tying It All Together Think Of Social Media As: Reputation Management Brand Building Public & Customer Relations Think Of Search As: Way To Drive Customers To You Way To Drive Customers To Interact With You

Think Of Social Media As:

Reputation Management

Brand Building

Public & Customer Relations Think Of Search As:

Way To Drive Customers To You

Way To Drive Customers To Interact With You

Where Do I Start? Listen People are talking about you. Participate Why aren’t you talking about you? Collaborate Engaged and enthusiastic fans market for you.

Listen

People are talking about you.

Participate

Why aren’t you talking about you?

Collaborate

Engaged and enthusiastic fans market for you.

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