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Strategic social marketing

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Jessica Gottlieb
Jessica Gottlieb

UCLA lecture May 2011

BusinessTechnology
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StrategicSocial Marketing UCLA May 2011 5/12/2011 1 Jessica Gottlieb www.JessicaGottlieb.com
5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 2 Jessica GottliebDigital Strategy 818.486.9363 @JessicaGottlieb www.JessicaGottlieb.com www.YouTube.com/JessicaGottlieb Jessica@JessicaGottlieb.com
Measurement First Blogs & Websites Statcounter Sitemeter Google Analytics WP Stats Twitter Hashtracking Hashable Klout Facebook Pages 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 3
Statcounter Keywords 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 4
Domain Ownership How many domains do you need? Own the Twitter ID as well Namesake Empire Avenue Facebook Pages Google Profile Redirect DNS registry (www and direct domain) 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 5
Site Submission Google http://www.google.com/addurl Bing http://www.bing.com/webmaster/SubmitSitePage.aspx Yahoo http://search.yahoo.com/info/submit.html 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 6
Content and Styling Use your brand name everywhere Talk more about customers than yourself Give praise to your community Relentless honesty Clean pages that are easily scanned 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 7
Comments Become Content 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 8
Brand Monitoring Google Alerts Twitter searches Include all known misspellings Monitor the competition Foursquare Yelp Gowalla Scoville 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 9
Video 3 minutes or less Well produced or obviously handheld is best YouTube Use the whole description box Ask for subscribers Ask for upvotes At least ten tags per video Examples Cottonelle Momversation Ben Hug 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 10
Audience v. Community Audience Consumers of content Little interaction, occasional email Devotion to your message Community Discussion of message Sharing of message Can be highly interactive Some social actions will cater to audience, others to community 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 11
Links www.Delicious.com/JessicaGottlieb/SMMUCLA 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 12

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Strategic social marketing

  • 1. StrategicSocial Marketing UCLA May 2011 5/12/2011 1 Jessica Gottlieb www.JessicaGottlieb.com
  • 2. 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 2 Jessica GottliebDigital Strategy 818.486.9363 @JessicaGottlieb www.JessicaGottlieb.com www.YouTube.com/JessicaGottlieb Jessica@JessicaGottlieb.com
  • 3. Measurement First Blogs & Websites Statcounter Sitemeter Google Analytics WP Stats Twitter Hashtracking Hashable Klout Facebook Pages 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 3
  • 4. Statcounter Keywords 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 4
  • 5. Domain Ownership How many domains do you need? Own the Twitter ID as well Namesake Empire Avenue Facebook Pages Google Profile Redirect DNS registry (www and direct domain) 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 5
  • 6. Site Submission Google http://www.google.com/addurl Bing http://www.bing.com/webmaster/SubmitSitePage.aspx Yahoo http://search.yahoo.com/info/submit.html 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 6
  • 7. Content and Styling Use your brand name everywhere Talk more about customers than yourself Give praise to your community Relentless honesty Clean pages that are easily scanned 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 7
  • 8. Comments Become Content 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 8
  • 9. Brand Monitoring Google Alerts Twitter searches Include all known misspellings Monitor the competition Foursquare Yelp Gowalla Scoville 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 9
  • 10. Video 3 minutes or less Well produced or obviously handheld is best YouTube Use the whole description box Ask for subscribers Ask for upvotes At least ten tags per video Examples Cottonelle Momversation Ben Hug 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 10
  • 11. Audience v. Community Audience Consumers of content Little interaction, occasional email Devotion to your message Community Discussion of message Sharing of message Can be highly interactive Some social actions will cater to audience, others to community 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 11
  • 12. Links www.Delicious.com/JessicaGottlieb/SMMUCLA 5/12/2011 Jessica Gottlieb www.JessicaGottlieb.com 12