Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits
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Evan LaPointe: B2B & Social Media: Performance, Measurements, and SEO Benefits
- 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.
- 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?
Editor's Notes
- 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.