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

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 .