SOCIAL MEDIA MARKETING Creating Cost Effective Marketing Channels For Small and Medium Businesses 10/30/09 Cuong Huynh (858) 663-1489 • chuynh@cthmedia.net

Creating Cost Effective Marketing Channels

For Small and Medium Businesses

Topics The new buying behaviors Push versus pull marketing Why blogging is important Why SEO is important Why social media is important The new marketing playground 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

The new buying behaviors

Push versus pull marketing

Why blogging is important

Why SEO is important

Why social media is important

The new marketing playground

Buying Behaviors Has Changed… Push Marketing = Intrusion Inside sales Email blasts Telemarketing 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net TV/radio ads Print ads Direct mail

… Has Marketing Kept Up? Search engines (SEO) Pull Marketing = Permission Relevant ads (SEM) Blogosphere Social Media RSS/Broadcasting Group recommendation Online Direct Interaction 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Pull or Social Media Marketing Blog (Self Publish) SEO (Get Found/Attract) Social Media (Participate/Influence) 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Why Blogging Is Important First & critical element of social networking Total control of content Provide fresh content for SEO traffic Establish expertise in the field Communicate directly with customers and prospects Create new marketing and sales channels Serve as 24/7 PR and media relations tool 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net Blog drives incoming traffic

First & critical element of social networking

Total control of content

Provide fresh content for SEO traffic

Establish expertise in the field

Communicate directly with customers and prospects

Create new marketing and sales channels

Serve as 24/7 PR and media relations tool

3 Keys to Successful Blogging Reading : who says what and where Your customers, prospects, competitors Your brand and reputation Commenting : get involved in conversations and problem solving Find relevant online discussions Give advice, help, suggestions Writing : inform and influence Educate readers Manage expectations 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Reading : who says what and where

Your customers, prospects, competitors

Your brand and reputation

Commenting : get involved in conversations and problem solving

Find relevant online discussions

Give advice, help, suggestions

Writing : inform and influence

Educate readers

Manage expectations

Most websites get 70% of traffic through search Google is and will still be king of search SEO is effective and achievable process On-page SEO Off-page SEO Uniquely generated content is most important factor Why SEO Is Important 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net SEO gets you found organically

Most websites get 70% of traffic through search

Google is and will still be king of search

SEO is effective and achievable process

On-page SEO

Off-page SEO

Uniquely generated content is most important factor

Why Social Media Is Important Social media adds exponential effects to blogs and SEO Similar to face-to-face networking Without time or space constraints Allow participation in community Become a member Add value by asking and answering questions Be where audience or action is 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net Social media is like online business cocktail party

Social media adds exponential effects to blogs and SEO

Similar to face-to-face networking

Without time or space constraints

Allow participation in community

Become a member

Add value by asking and answering questions

Be where audience or action is

So What Is Social Media Marketing? Re-thinking of marketing opportunities Disseminated via social interaction Employed using highly accessible channels Published through scalable techniques Pull, not push marketing Push marketing is old school and expensive Pull marketing is results-driven, cost-effective and measureable Adoption of new techniques to benefit marketing Blog, SEO, new social media tools 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Re-thinking of marketing opportunities

Disseminated via social interaction

Employed using highly accessible channels

Published through scalable techniques

Pull, not push marketing

Push marketing is old school and expensive

Pull marketing is results-driven, cost-effective and measureable

Adoption of new techniques to benefit marketing

Blog, SEO, new social media tools

Exponents.com: Quick Look The Good Google page rank: 3/10 Alexa traffic rank: top 5% Website Grader: 71/100 Already on Google Analytics Domain age 12+ years Could Be Much Better Regular, fresh content Have a blog High SEO performance On-page SEO (meta tags, headings, image alt tags) Off-page SEO (incoming links) Social mediasphere (bookmarks, Digg, etc.) Online followers & relationships 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

The Good

Google page rank: 3/10

Alexa traffic rank: top 5%

Website Grader: 71/100

Already on Google Analytics

Domain age 12+ years

Could Be Much Better

Regular, fresh content

Have a blog

High SEO performance

On-page SEO (meta tags, headings, image alt tags)

Off-page SEO (incoming links)

Social mediasphere (bookmarks, Digg, etc.)

Online followers & relationships

Insta-Group.com: Quick Look The Good Google page rank: 4/10 Alexa traffic rank: top 5.4% Website Grader: 47/100 Domain age 6+ years Could Be Much Better Regular, fresh content Have a blog High SEO performance On-page SEO (meta tags, headings, image alt tags) Off-page SEO (incoming links) Social mediasphere (bookmarks, Digg, etc.) Online followers & relationships Inbound links Google Analytics 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

The Good

Google page rank: 4/10

Alexa traffic rank: top 5.4%

Website Grader: 47/100

Domain age 6+ years

Could Be Much Better

Regular, fresh content

Have a blog

High SEO performance

On-page SEO (meta tags, headings, image alt tags)

Off-page SEO (incoming links)

Social mediasphere (bookmarks, Digg, etc.)

Online followers & relationships

Inbound links

Google Analytics

ExpoDisplayService.com: Quick Look The Good Google page rank: 4/10 Alexa traffic rank: top 3.6% Website Grader: 67/100 Already on Google Analytics Domain age 10+ years Could Be Much Better Consistent content across different home pages, products, languages Optimize for key markets Regular, fresh content Have a blog High SEO performance Weak on-page SEO (meta tags, headings, image alt tags) Off-page SEO (incoming links, Permanent Redirect Not Found ) Social mediasphere (bookmarks, Digg, etc.) Online followers & relationships What is www.ch.expodisplayservice.com? 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

The Good

Google page rank: 4/10

Alexa traffic rank: top 3.6%

Website Grader: 67/100

Already on Google Analytics

Domain age 10+ years

Could Be Much Better

Consistent content across different home pages, products, languages

Optimize for key markets

Regular, fresh content

Have a blog

High SEO performance

Weak on-page SEO (meta tags, headings, image alt tags)

Off-page SEO (incoming links, Permanent Redirect Not Found )

Social mediasphere (bookmarks, Digg, etc.)

Online followers & relationships

What is www.ch.expodisplayservice.com?

ExpoDisplayService.com: Meta tags Improve meta tags (title, description, keywords) Title: first visible element Description: good snippet attracts click-throughs Keywords: what people search for 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Improve meta tags (title, description, keywords)

Title: first visible element

Description: good snippet attracts click-throughs

Keywords: what people search for

ExpoDisplayService.com: Keywords 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net Keywords are what people use to find websites Use tools to find good relevant keywords Select keywords to represent on-page content Optimize to attract traffic

Keywords are what people use to find websites

Use tools to find good relevant keywords

Select keywords to represent on-page content

Optimize to attract traffic

The New Marketing Playground 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

The World Wide Web 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net … in the past Computers connected…

The Blogosphere 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net … today and in the future People connected…

Formula for Success Blog : Fresh, interesting and sticky content Great for SEO, build followers & reputation LinkedIn : 15M visitors per month Business profile, SE ranking, B2B events YouTube : 84M visitors per month Still biggest, most well known for viral marketing campaigns Twitter : 23.5M visitors per month Hottest micro blogging, SE ranking, build brand, followers, traffic Social News Digg: 43.9M visitors/mo. Digging or burying links and stories Community StumbleUpon: 4.9M visitors/mo. Bookmark and share content Facebook : 124.6M visitors per month Closed community, no SE ranking, traffic and reputation building MySpace : 50M visitors per month Open community, SE ranking, new media features added 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Blog : Fresh, interesting and sticky content

Great for SEO, build followers & reputation

LinkedIn : 15M visitors per month

Business profile, SE ranking, B2B events

YouTube : 84M visitors per month

Still biggest, most well known for viral marketing campaigns

Twitter : 23.5M visitors per month

Hottest micro blogging, SE ranking, build brand, followers, traffic

Social News

Digg: 43.9M visitors/mo. Digging or burying links and stories

Community

StumbleUpon: 4.9M visitors/mo. Bookmark and share content

Facebook : 124.6M visitors per month

Closed community, no SE ranking, traffic and reputation building

MySpace : 50M visitors per month

Open community, SE ranking, new media features added

Build Your Own New Media Team Establish social media policy Rules of engagement Include legal early Pick team members Passionate about company, products and services Honest, smart and ethical Tech tool savvy Empower and authorize Protect and broaden company reputation Promote company’s interest and missions Review and Revise Look out for opportunities to go viral Support customer-generated content Know your analytics 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Establish social media policy

Rules of engagement

Include legal early

Pick team members

Passionate about company, products and services

Honest, smart and ethical

Tech tool savvy

Empower and authorize

Protect and broaden company reputation

Promote company’s interest and missions

Review and Revise

Look out for opportunities to go viral

Support customer-generated content

Know your analytics

How to Find Me Cuong Huynh Marketing Communications and Social Media Marketing Consultant 858-663-1489 [email_address] LinkedIn: http://www.linkedin.com/in/cuonghuynh Personal site: http://www.cthmedia.net/ My Own Blogs http://www.marketingautopsyblog.com/ http://www.cleancartalk.com/ http://www.lovingpho.com/ 10/30/09 Cuong Huynh • (858) 663-1489 • chuynh@cthmedia.net

Cuong Huynh

Marketing Communications and

Social Media Marketing Consultant

858-663-1489

[email_address]

LinkedIn: http://www.linkedin.com/in/cuonghuynh

Personal site: http://www.cthmedia.net/

My Own Blogs

http://www.marketingautopsyblog.com/

http://www.cleancartalk.com/

http://www.lovingpho.com/