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Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits

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    Notes on slide 1

    Opening slide style.

    50% of employees have been at their current job less than 5 years. 25% less than one year.

    Remember: you are leveraging a PRE-EXISTING network. Don’t try to BE the network by becoming a hub.

    Only 20% of twitter users access the service through the web site.

    Don’t plan for luck. Building these relationships takes time. 90% of users have signed up in the last 6 months. Almost 60% have fewer than 10 tweets. Same with blogs, etc.

    A single mention of my blog by Avinash impacts traffic more than dozens of other mentions.

    In other words, create an experience (or add to an existing experience) that is consistent with the medium. My relatives email.

    The equation to see how many units of Tide a Nascar hood sells is 40 pages long. Profitability needs to play a role. If this program is at the expense of others, that is not good.

    In my opinion, the #1 most productive use of social media in a B2B or B2C environment is getting feedback. Chances are, the #1 thing that needs to be fixed is losing you a lot of money.

    50% of employees have been at their current job less than 5 years. 25% less than one year.

    50% of employees have been at their current job less than 5 years. 25% less than one year.

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    Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits - Presentation Transcript

    1. B2B Social Media
      Effective strategies, actionable measurement, and SEO
      OfficeArrow, LLC. 2009.
    2. Agenda:
      Why include social media in your marketing mix?
      Who are the players?
      Five ways to succeed in social media
      Social media and Search Engine Optimization
    3. What is social media?
      Wikipedia:
      Media designed to be disseminated through social interaction, created using highly accessible and scalable publishing techniques.
      Social Networking + User Generated Content
    4. Social Media for B2B
      Speak to the two “magic” emotions
      To Do Item: What fuels these two emotions in our target audience?
    5. Why include social media?
      To Do Item: Who are OUR hubs?
    6. Who are the players?
      To Do Item: Wikipedia – “List of social networking sites”
    7. How to win - #1
      Be in it for
      the long run.
    8. How to win - #2
      Identify your
      influencers
    9. How to win - #3
      Dance to the beat
      of their drum.
    10. The Perfect tweet
    11. How to win - #4
      You have to believe in social media, but hesitate before you go further than that.
    12. How to win - #5
      Take the good and the bad together.
      And realize that the bad is often better than the good.
    13. You will miss the target when . . .
      You target the masses
      You do not create “genuine” content
      You are the primary beneficiary
    14. SEO and Social Media
    15. Search Engine Optimization:Fundamentals
      Technical Optimization
      Linguistic Optimization
      Reputational Optimization
    16. What You Need To Know
      Always optimize the anchor text when allowed
      Use deep links
      Network your networks
      Apply linguistic principles to everything you create – this might be what ranks
    17. Ideas
      YouTube tutorials on your products
      Use LinkedIn to rank for your own name
      Maximize your maps listings
      Audience: what has worked for you?
    18. Questions?

    + LIFT Summit 2009LIFT Summit 2009, 2 months ago

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