Lorna Li Green Marketing 2.0 Social Media Marketing from Start to Finish

Lorna Li

Green Marketing 2.0

About Me Lorna Li (aka @lornali) Social SEO Manager at salesforce.com Founder Search Marketing Salon Search and social media marketing consultant Blogger at bub.blicio.us covering Web 2.0 startups 10 years in the nonprofit sector

Lorna Li (aka @lornali)

Social SEO Manager at salesforce.com

Founder Search Marketing Salon

Search and social media marketing consultant

Blogger at bub.blicio.us covering Web 2.0 startups

10 years in the nonprofit sector

Social Media: Valuable Marketing Channel or Total Time Suck? Best practices for well managed social media strategy & plan: Define your social media strategy Map your social media universe Identify your social networks Promote your content or launch a social media campaign Analyze social media metrics Prioritize and manage social media engagement

Best practices for well managed social media strategy & plan:

Define your social media strategy

Map your social media universe

Identify your social networks

Promote your content or launch a social media campaign

Analyze social media metrics

Prioritize and manage social media engagement

Define Your Social Media Strategy Evaluate your resources You You and an intern You and an agency Analyze your target audience Demographic analysis Psychographic analysis Identify campaign goals & objectives Increase traffic Increase advertising click-thrus Grow membership Establish metrics Source: www.elliance.com

Evaluate your resources

You

You and an intern

You and an agency

Analyze your target audience

Demographic analysis

Psychographic analysis

Identify campaign goals & objectives

Increase traffic

Increase advertising click-thrus

Grow membership

Establish metrics

Map Your Social Media Universe Where Does Your Audience Live? Blogs and other online publications Twitter and other microblogging communities Forums and discussion boards Social networks Social bookmarking communities Social news sites Social music sites Video and photosharing sites Wikis

Where Does Your Audience Live?

Blogs and other online publications

Twitter and other microblogging communities

Forums and discussion boards

Social networks

Social bookmarking communities

Social news sites

Social music sites

Video and photosharing sites

Wikis

Identify Your Social Networks 1. Establish a Presence Among the Masses Facebook – 100M+ Unique Visitors Twitter – 20M+ Unique Visitors LinkedIn – 12M+ Unique Visitors 2. Identify the Social Networks for Your Niche Industry specific social networks and forums A-List blogs and online publications Industry influencers – where do they spend their time?

1. Establish a Presence Among the Masses

Facebook – 100M+ Unique Visitors

Twitter – 20M+ Unique Visitors

LinkedIn – 12M+ Unique Visitors

2. Identify the Social Networks for Your Niche

Industry specific social networks and forums

A-List blogs and online publications

Industry influencers – where do they spend their time?

Top 20 Social Network Sites Source: Neilsen Online www.netratings.com

Niche Social Network

Evaluating a Social Network Site activity Number of members Member activity Relationships created Frequency of posting & commenting Time/ date of last comment Number and type of content created Number of blog posts Number of discussion threads Number of RSS subscriptions

Site activity

Number of members

Member activity

Relationships created

Frequency of posting & commenting

Time/ date of last comment

Number and type of content created

Number of blog posts

Number of discussion threads

Number of RSS subscriptions

Promote Your Content 1. Evaluate your content Articles and blog posts Images, video, PowerPoint presentations Downloadable PDFs 2. Make your content discoverable via social media sites Upload videos to YouTube Upload PowerPoint presentations to SlideShare Use TwitterFeed to autopublish blog posts Upload documents for to Scribd Consolidate social media feeds into FriendFeed 3. Actively promote content to your community Tweet Engage bloggers Share on Facebook

1. Evaluate your content

Articles and blog posts

Images, video, PowerPoint presentations

Downloadable PDFs

2. Make your content discoverable via social media sites

Upload videos to YouTube

Upload PowerPoint presentations to SlideShare

Use TwitterFeed to autopublish blog posts

Upload documents for to Scribd

Consolidate social media feeds into FriendFeed

3. Actively promote content to your community

Tweet

Engage bloggers

Share on Facebook

Social Media Optimization Make sure your content is keyword rich Keywords in title & headings Keywords in content Keywords in link text Keywords in tags That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.

Make sure your content is keyword rich

Keywords in title & headings

Keywords in content

Keywords in link text

Keywords in tags

That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.

Social Media Engagement

Social Media Metrics Third Party Social Media Sites Number of submissions/ comments Number of friends, fans, members over time Number of videos / photo views Number of subscribers (email, RSS) Number of blog / wall comments Number of trackbacks Number of # hastags % increase in organic search traffic Web Site Analytics Number of page views Number of visits / unique visitors Referrer data – which social media sites send most traffic? Time on site & bounce rate Search engine keywords Goal conversion

Third Party Social Media Sites

Number of submissions/ comments

Number of friends, fans, members over time

Number of videos / photo views

Number of subscribers (email, RSS)

Number of blog / wall comments

Number of trackbacks

Number of # hastags

% increase in organic search traffic

Web Site Analytics

Number of page views

Number of visits / unique visitors

Referrer data – which social media sites send most traffic?

Time on site & bounce rate

Search engine keywords

Goal conversion

Measurement Tools Social Media Monitoring SocialMention Google Alerts Twitter Search TweetBeep Boardreader coComment Radian 6 Website Analytics & Click Tracking Google Analytics Omniture Bit.ly

Social Media Monitoring

SocialMention

Google Alerts

Twitter Search

TweetBeep

Boardreader

coComment

Radian 6

Website Analytics & Click Tracking

Google Analytics

Omniture

Bit.ly

Bit.ly - URL shortener

Bit.ly - URL shortener Why Use Bit.ly? Allows you to shorten a long url Tracks how many people clicked on it Assigns a permanent 301 redirect, so link juice is passed to original content

Why Use Bit.ly?

Allows you to shorten a long url

Tracks how many people clicked on it

Assigns a permanent 301 redirect, so link juice is passed to original content

Measurement Tools

Prioritizing Social Media Source: www. beth.typepad.com

Social Media Engagement for SMBs Listen: 5 hours a week Use social monitoring tools Make listening a daily habit Understand what is being said about your company and /or industry Participate: 10 hours a week Engage in meaningful, authentic conversations Promote: 10-20 hours a week Build trust with your community Distribute content in the social web Measure results Community Building / Social Networking: 20+ hours a week Continue to grow and strengthen your network

Listen: 5 hours a week

Use social monitoring tools

Make listening a daily habit

Understand what is being said about your company and /or industry

Participate: 10 hours a week

Engage in meaningful, authentic conversations

Promote: 10-20 hours a week

Build trust with your community

Distribute content in the social web

Measure results

Community Building / Social Networking: 20+ hours a week

Continue to grow and strengthen your network

Best Practices for Small Companies Source: www. beth.typepad.com Does social media seem too time consuming? Divide & conquer: assign an individual to manage each channel Facebook Del.icio.us Your blog Co-Tweeting: take turns chatting with your community Hire interns: to help you find stakeholders and grow your community Automate: using social media productivity tools and widgets

Does social media seem too time consuming?

Divide & conquer: assign an individual to manage each channel

Facebook

Del.icio.us

Your blog

Co-Tweeting: take turns chatting with your community

Hire interns: to help you find stakeholders and grow your community

Automate: using social media productivity tools and widgets

Social Media Productivity Tools Twitter Productivity Tools TweetDeck TwitterFeed SplitTweet Multi-Platform Productivity Tools Ping.fm Power.com Friendfeed

Twitter Productivity Tools

TweetDeck

TwitterFeed

SplitTweet

Multi-Platform Productivity Tools

Ping.fm

Power.com

Friendfeed

Questions? Email: [email_address] Twitter: @lornali LinkedIn: LinkedIn.com/in/lornali Website: www.LornaLi.com

Email: [email_address]

Twitter: @lornali

LinkedIn: LinkedIn.com/in/lornali

Website: www.LornaLi.com