Social Media & Word of Mouth Marketing for Startups (Muhammad Saleem, Startonomics SF 2008)

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Presentation by Muhammad Saleem, http://ACSseo.com, on social media optimization, distribution strategies for startups.

Presentation by Muhammad Saleem, http://ACSseo.com, on social media optimization, distribution strategies for startups.

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Transcript

  • 1. Social Media & Word-of-Mouth Marketing for Startups Digg, Delicious, Twitter. Word of mouth has never been sexier. Learn how to use social media & social bookmarking to spread the word to your mother.
  • 2. Where to find this presentation
    • The presentation will be available online at:
      • slideshare.net
      • muhammadsaleem.com
    • All the research, charts, figures, articles referenced, additional notes, and links to related resources will be available online.
    • Any direct questions should be sent to:
      • [email_address]
  • 3. 9 Industry Rules of Social Media Optimization
    • 1. Understand your audience.
    • 2. Be original.
    • 3. Be link-worthy.
    • 4. Make tagging, bookmarking, and sharing easy.
    • 5. Help your content travel through RSS, email subscriptions and newsletters, embeds, mashups, e-books.
  • 4. 9 Industry Rules of Social Media Optimization
    • 6. Reward and thank helpful and valuable users, linkers, and traffic sources.
    • 7. Be real and genuine.
    • 8. Participate.
    • 9. Make SMO part of your process and best practices, develop a strategy and use the tactics wisely.
  • 5. Some Notes:
    • Almost all social media campaigns are too generic and unfocused (don’t have a clear goal or don’t pay attention to specific communities and demographics).
    • Most social media campaigns don’t last long enough to be valuable and expect too much in too little time.
  • 6. Core Services to Monitor and Use
    • Blogging/Microblogging.
    • Social News Sites.
    • Social Networks.
    • Online Media and Content Delivery.
  • 7. Advantages to Social Media
    • Low Cost, Low Barrier to Entry.
    • High Impact, High Return.
    • Compatible and Complementary to Other Campaigns.
  • 8. Why Blog?
    • Content and Community.
    • Conversations and Feedback.
    • Engagement and Evangelism.
    • Relationships and Loyalty.
  • 9. Why Microblog?
    • Accessibility.
    • Personalization.
    • Intimacy.
    • Immediacy.
    • Includes: Airlines, Retailers, Manufacturers, Services, Entertainment, Media, and more.
  • 10. Social Media and Search
    • The beautiful thing about social media optimization and marketing is that can sit right on top of your search engine optimization and marketing.
  • 11. Increasing Search Rankings and Visibility
  • 12. Increasing Search Rankings and Visibility
  • 13. Increasing Search Rankings and Visibility
  • 14. 6 Examples
    • 6 examples of well-executed strategy from different verticals.
    • Note that the content is relevant to the blog, the root site, and is developed keeping the social media formula (as well as category and title keyword popularity) in mind.
  • 15. ProTraveller (OTBeach)
  • 16. Flixter Blog (Flixter)
  • 17. Mint Blog (Mint)
  • 18. Sloshspot Blog (Sloshspot)
  • 19. Palaestra Training Blog (Palaestra)
  • 20. Experience Blog (Experience Project)
  • 21. How to Execute?
    • Think Long-term.
  • 22. Short-term Strategy
  • 23. Long-term Strategy
  • 24. How to Execute?
    • Think long-term.
    • Consider audience preferences, demographics, and verticals.
  • 25. Audience Preferences
  • 26. Audience Preferences
  • 27. Audience Preferences
  • 28. Audience Preferences
  • 29. Audience Preferences
  • 30. How to Execute?
    • Think long-term.
    • Consider audience preferences, demographics, and verticals.
    • Know when to execute.
  • 31. Conversion rate
  • 32. How to Execute?
    • Think long-term.
    • Consider audience preferences, demographics, and verticals.
    • Know when to execute.
    • Learn how to target.
  • 33. Execution: Two Main Components
    • Content
      • Copywriting.
      • Design.
    • Community
      • Participation.
      • Presence.
      • Connections and Conversations.
  • 34. Copywriting for Social Media
    • Write for ‘diagonal readers’.
  • 35. The “10 Second Rule”
    • The average reader reads about 240 words per minute , where as a diagonal reader ‘reads’ (actually scans) closer to 15 words per second or about 900 words per minute . Optimize for diagonal readers:
      • 1. The title or headline of your post.
      • 2. The subtitles or subheadings within the post.
      • 3. Any bold , underlined , “quoted”, or otherwise highlighted text.
      • 4. Pictures, graphs, charts, images, videos, flash/interactive, rich media of any nature.
      • 5. A summary of the article.
  • 36. Copywriting for Social Media
    • Write for ‘diagonal readers’.
    • Optimize for all readers.
  • 37. Writing for regular readers, search engines, and social media
    • 1. Use All-in-one SEO to generate optimized titles and meta tags (description and keywords).
    • 2. Prepopulate social media buttons for optimal submission.
    • 3. Write on-page content for direct visitors and subscribers.
  • 38. Copywriting for Social Media
    • Write for ‘diagonal readers’.
    • Optimize for all readers.
    • Use high-impact layouts above the scroll.
  • 39. Example: Don’t
  • 40. Example: Do
  • 41. Copywriting for Social Media
    • Write for ‘diagonal readers’.
    • Optimize for all readers.
    • Use high-impact layouts above the scroll.
    • Write succinctly and with hooks.
  • 42. The Social Media Title
  • 43. Formula: The Social Media Title
    • The viral content formula:
      • [Number] [Adjective/Superlative] [Key Phrase] [Media Type]
    • Examples (shown before):
      • 10 Movies that teach you how to commit crimes.
      • 10 iPhone finance apps that count.
      • 16 Drinks named for authors and their books.
      • 25 Reasons it’s great to be an IT guy (or girl).
      • Morgan Freeman’s 5 most memorable movie moments.
  • 44. Example: The Social Media Title
  • 45. Execution: Two Main Components
    • Content
      • Copywriting.
      • Design.
    • Community
      • Participation.
      • Presence.
      • Connections and Conversations.
  • 46. Layout and Design for Social Media
    • Your Site URL Structure and Hosting Service, Things to Avoid:
      • 1. Hyphens or numbers in your domain name.
      • 2. Keyword-stuffed domain name.
      • 3. Any non-dot-com domain name.
      • 4. Not self-hosted.
  • 47. Layout and Design for Social Media
    • The General Site Design
      • Take Down the Registration-Wall or Pay-Wall
      • Are You Overselling Advertisements (or Using All The Wrong Ads)?
      • Stop the Widgetization of your Blog
      • Show Some Interest in Your Community
      • Recognition
      • Access (to popular content, etc.)
  • 48. Two Main Components
    • Content
      • Copywriting.
      • Design.
    • Community
      • Participation.
      • Sharing.
  • 49. The Social Media Community – Participation
    • Start by learning about the site and its audience.
    • Know why you want to use the site (not just for self-promotion).
    • Don’t be a troll, consider what the other community members want.
    • Participate in moderation.
    • Use your fans don’t abuse your fans.
    • Give back to the community.
  • 50. Two Main Components
    • Content
      • Copywriting.
      • Design.
    • Community
      • Participation.
      • Sharing.
  • 51. The Social Media Community – Sharing
    • Instant Messenger
    • Email
    • Using the ‘share’ feature (share, shouts, site-mail, direct-messaging)
    • Micro-blogging/Lifestreaming
    • Google groups, Skype groups, etc.
  • 52. The Social Media Community – Sharing
    • If you’re going to share, be open to have others share with you.
    • Share with those that share.
    • Share once.
    • Don’t share randomly.
    • Get personal, share eloquently.
    • Don’t just share, offer to help.
  • 53. Why Super Users are Important
  • 54. 5 Essential Rules of Social Media Optimization
    • Embrace technology, transparency, and community, rather than fight them.
    • Know what you’re doing, your audience demographic, and ultimate goals.
    • Focus your energy on specific niches and sites rather than hedging your bets.
    • Create value rather than expecting value.
    • Encourage and reward interaction and engagement.