Social Media Marketing

June 6th 2008

Search Engine Marketing Forum

Joris Roebben

www.QueroMedia.com

1. Introduction

The internet:

Is changing

Is growing up

Users:

Want to participate

Want to share opinion, content, views, ...

Companies:

Should be aware

Should use the possibilities

1. Introduction

SMM = Social Media Marketing

SMO = Social Media Optimization

Buzz: Web 2.0

“ Don’t miss this train”

Focus presentation: different possibilities

2. Why Social Media Marketing?

2. That’s why!

“ Web 2.0 is a state of mind”

3. What is Social Media Optimization?

4. Possibilities SMM

Interaction with (future) customers

Increased online visibility

“ Meeting” people

Improve services

Active feedback

Online reputation management

Change negativity into positivity

ONLINE PRESENCE !!!

5. Difficulties SMM

Effort/engagement/time

Open mind

Not easy

Different approach

Infinite number of possibilities

Be prepared for criticism

Bad: comment / good: spread the word

6. Examples

Corporate Blogging

The power of RSS-feeds

Microsites

Online games

Guerilla marketing

Professional networking sites

Fun networking sites

Google Maps

Video/photo sharing sites

A universal campaign

6.1 Corporate Blogging

Set up a corporate blog

Fill it with relevant content

Free services

Own hosting

6.1 Corporate Blogging

6.2 RSS feeds

“ RSS is a family of Web feed formats used to publish frequently updated content”

Push content

Users can subscribe to your content

News, press releases, blogs, new products, special offers, jobs, ...

6.2 RSS feeds

6.3 Microsites

Setup a microsite to support a specific campaign or te reach a specific demographic target

Offer the possibility to share experiences, pictures, ideas, ...

6.3 Microsites

6.4 Online Games

Launch an original or controversial online game to support a specific campaign

Keep high scores

Reward with prizes or discount

Goal:

Promotion product/service/brand

Build database

Branding

6.4 Online Games

6.5 Guerilla marketing

Pay influential bloggers to write positive reviews

Send product samples to bloggers

Pay well-respected community members to influence online discussions

Comment on existing blogs

Do something controversial/original

Danger!!!

6.6 Professional networking sites

Build a professional network

Link building

Show expertise (Q&A)

Promote your services

Share your values

Start and maintain relations with (future) customers

Create groups

6.6 Professional networking sites

6.7 Fun networking sites

Networking with friends

Get to know new people that share same interests

Link building

Create groups

Events

Targetting

Share blogposts/links/sites

Launch your own applications

6.7 Fun networking sites

6.8 Google Maps

Put yourself on the map

Promote location, website, products and services, reviews, images, ...

Customers can comment

Universal search: maps in Search Engine Result Pages

Also: Microsoft Virtual Earth/Live Search Maps

6.8 Google Maps

6.9 Video/photo sharing websites

Share your videos, photos, logos, commercials, ...

Serious, funny or controversial

Doesn’t even has to look professional

Easy for others to use and plug your content

Save bandwidth

Video: YouTube, Facebook, MySpace, GarageTV (Telenet)

Photo: Flickr, Facebook, ...

6.9 Video/photo sharing websites

6.10 Universal campaign: Nokia N95

7. Tag Cloud

Mash-ups Discover Usability Participation Simplicity Standards API Interactive Blogs Feeds Interact Users Remix Discover Exchange Remix User Generated Content Widgets Meet Social Web Friends Adaptation Share Web 2.0 Vlogs XML Findability Wiki Mobile Podcasts Long Tail OpenID Ajax Connect Breakdown Viral Standards Personal Experience The Web is ours Awareness Segmentation Engage Communication

7. Conclusion