Social Media Marketing for the Rest of Us

Practical tips and best practices for ConnectWise Partners
Web 2.0/Social Media Marketing Strategies

Bernie Borges Intro
20 + years marketing
Enterprise software & Internet industries
Past 6 years providing:
Internet marketing strategic consulting
Search engine optimization
Pay-per-Click advertising management
Visitor conversion strategies
Social media marketing strategies
Help B2B companies find and convert leads on the web

Topics
What is Web 2.0/Social Media?
Web 2.0 Components & Attributes
RSS
Blogs
Social Networking Sites
Podcasts
Wikis
UGC
SaaS
Case Study
Recommendations

Audience Poll
Company Size
Product Focus
Geographic Sales Coverage
Experience Level with Social Media
Have you recently responded to intrusive marketing? e.g., cold call, direct mail, etc.

What is Web 2.O?
http://en.wikipedia.org/wiki/Web_2
Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites , wikis , and folksonomies — which aim to facilitate creativity , collaboration, and sharing between users.
"Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform , and an attempt to understand the rules for success on that new platform."[4]
Web 2.0 is all about collaboration and conversations with communities of people with something in common who interact with each other.

“ Web 1.0”
What is Web 2.O?
Read-Only Web “Web 2.0” Read-Write Web

Web 2.0/Social Media Picture
Blogs YouTube Twitter Flickr Reddit Digg StumbleUpon Del.icio.us MySpace Facebook LinkedIn BOOMj Share Publish Network

Marketing 2.0

RSS
Blogs
Podcasts
Wikis
UGC
SaaS
Web 2.0/Social Media Components

Web 2.0 Drivers
Technology
RSS, XML, AJAX
Bandwidth Proliferation
WiFi, High Speed Access
Social Culture of Communication
Communities Offer Collective Intelligence

Web 2.0 Lifecycle of Interaction
Source: The Value of Many, Neighborhood America

Web 2.0/Social Media Benefits
Low Cost Implementation
Release early and often
Research, find, go…
Loyalty
Communities, trust, relationships
Marketing/PR
Viral affects are huge
SEO
Multiple locations of content
Link centric

RSS
RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts .[2] An RSS document (which is called a "feed" or "web feed"[3] or "channel") contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays.[3]
RSS content can be read using software called an " RSS reader ", "feed reader " or an " aggregator ", which can be web-based or desktop-based . The user subscribes to a feed by entering the feed's link into the reader or by clicking an RSS icon in a browser that initiates the subscription process. The RSS reader checks the user's subscribed feeds regularly for new content , downloading any updates that it finds and provides a user interface to monitor and read the feeds.
R eally S imple S yndication (RSS 2.0)
RDF Site Summary (RSS 1.0 and RSS 0.90)
Rich Site Summary (RSS 0.91).
RSS formats are specified using XML , a generic specification for the creation of data formats. Although RSS formats have evolved since March 1999,[4] the RSS icon (" ") first gained widespread use in 2005/2006.
http://en.wikipedia.org/wiki/RSS_(file_format)

RSS Example (iGoogle)

Marketing 2.0

Blogs
Chronology of communication
Subscribed conversations
Like minded people
Public conversations
Plain English
Easy to digest
Link centric
Tag, comment, modify, submit…

Blogs Growth

Blog Strategies
Technical/Product
Thought Leadership
Tips/Best Practices
Opinion
Controversy
Marketing/PR
Entertainment
Personality
Commitment
Consistency

Blog Strategies

SEO Friendly Content & URLs
Link Centric
Authentic Conversations
Social
Viral
Blog Marketing Benefits
Results 1 - 10 of about 249,000 for risk factors social media marketing .

(Blog) Content is King
http://www.junta42.com/top_42_content_marketing_blogs/

Marketing 2.0

Micro Blogs
Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters ) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging , instant messaging , email , MP3 or the web .
The most popular service is called Twitter , which was launched in July 2006 and won the Web Award in the blog category at the 2007 South by Southwest Conference in Austin, Texas . [1] The main competitor to Twitter is Jaiku .
The popular social networking websites Facebook and MySpace also have a micro-blogging feature, called "status update".
Micro-blogging is about “what are you doing right now.”
http:// en.wikipedia.org /wiki/Micro-blogging

Will Twitter Explode or Fade?
http://www.businessweek.com/technology/content/may2008/tc20080514_269697.htm

Blog Content Marketing

http:// blogsearch.google.com /

Blog Content Marketing: DIGG it

Slide Content Marketing
http://www.slideshare.net/bernbay/tampa-bay-ceo-breakfast-web-20

Marketing 2.0

A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software .
Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat , messaging , email , video , voice chat , file sharing , blogging , discussion groups , and so on.
http:// en.wikipedia.org/wiki/Social_network_service

Social Networking Sites Market Share

Social Networking Sites - Facebook

Groups in Facebook

Facebook Applications

Social Networking Case Study: Information Builders Inc.
http:// www.ittoolbox.com

Social Networking Case Study: Information Builders Inc.
Goal – generate leads from target rich social networking site without being intrusive by using leadership white papers
Tactics
Study members interest (1 year)
Identify mix of white paper topics
Promote white papers through RSS, permission email, network’s white paper resource
Set up registration with lead qualification fields

Social Networking Case Study: Information Builders

Social Networking Case Study: Information Builders
Results
Exceeded lead goals by 42%
750% ROI from new sales from leads
Identified the topics of most interest
Established thought leadership in community
Proved merit of slow, patient approach
Proved value of targeted social networking marketing campaigns

Marketing 2.0

Podcasting: B2B
A podcast is a digital media file, or a related collection of such files, which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers .
Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom .
http:// en.wikipedia.org /wiki/Podcasting

Podcasting Strategies: B2B
Identify Content
Tips
Trends
White Papers
Reports
Select Show Format
Blog Post Show Notes (for SEO)
Submit to Podcast Directories
Track Subscriptions & Downloads
Build Loyalty
Make an Offer (CTA)

Podcasting Basics: B2B
http://www.findandconvert.com/blog/2008/sweat-seo-details /

Podcasting: B2B

Podcast Growth Projections

Podcast B2B Marketing

Marketing 2.0

Wiki: B2B
A wiki is a type of computer software that allows users to easily create, edit and link web pages.
Wikis are often used to create collaborative websites , power community websites, and are increasingly being installed by businesses to provide affordable and effective Intranets or for use in Knowledge Management .
One of the best-known wikis is Wikipedia . [2]
http:// en.wikipedia.org /wiki/Wiki

Wiki: B2B

Marketing 2.0

Software as a Service (SaaS): B2B
Software as a service ( SaaS ) is a software application delivery model where a software vendor develops a web-native software application and hosts and operates (either independently or through a third-party) the application for use by its customers over the Internet.
Customers do not pay for owning the software itself but rather for using it. They use it through an API accessible over the Web and often written using Web Services or REST .
The term SaaS has become the industry preferred term, generally replacing the earlier terms Application Service Provider (ASP) and On-Demand .
http:// en.wikipedia.org/wiki/Software_as_a_Service

Software as a Service (SaaS): B2B

Web 2.0 Video: B2B

Web 2.0: Survey Results
The B2BWeb 2.0 Tools Report – August 2007
http://www.directimpactnow.com/leadgentools/web2-tools-directory.html 189 representatives of companies actively engaged in B2B marketing.
Which type of Web 2.0 medium have you deployed in a marketing program in the past year?
Value Count Percent Blogs 133 70% RSS 108 57% Podcasts 99 52% Videocasts 76 40% Social Networks / Communities 75 40% Wikis 42 22%

Searching for SEO

B2B Technology Buyers: Who Found Who?

Marketing 2.0

Measuring Web 2.0 Actions
Traffic
URL trackbacks from blogs, etc.
Brand Development
Stronger recognition, referrals, etc.
The “buzz” factor
Lead Development
Prospects study blogs, other Web 2.0 properties

Web 2.0 Actions to Consider
Web 2.0 actions you can take. Interact with others and allow interaction
with your website.
Subscribe to RSS-enabled content
RSS-enable your content
Propagate content: image, video or audio files
Upload slides to www.slideshare.net
Set up Twitter accounts
Podcast on topics in which you are expert
Set up S.N. profiles/groups
Create a wiki
Open the door for conversations with customers and prospects!

For more conversation…
Bernie Borges
Email: [email_address]
Website: http:// www.findandconvert.com /
Blog: http:// www.findandconvert.com /blog/
Twitter: http:// twitter.com/berniebay
Office: 727-234-0952 ext. 1001
Cell: 727-421-5460

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Social Media Marketing for the Rest of Us

by Bernie Borges on Sep 19, 2008

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Social Media Marketing for the Rest of Us — Presentation Transcript