Social Media Marketing on the Real-time Web
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Talk on Social Media Marketing on the Real-Time Web at the Bay Area Networking and JHTC Meetup on May 20, 2010.
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Social Media Marketing on the Real-time Web
- 1. Social Media Marketing on the Real‐Time Web Dan Olsen, CEO, YourVersion May 19, 2010 Copyright © 2010 YourVersion
- 2. Agenda What is Social Media Marketing? What is the real‐time web? Focus on using top tools for Twitter Facebook Social Media Optimization YourVersion Interactive talk: Please interrupt with questions & share your examples Will post slides to slideshare.net/dan_o Copyright © 2010 YourVersion
- 3. My Background Education BS, Electrical Engineering, Northwestern MS, Industrial Engineering, Virginia Tech MBA, Stanford UI design and web development 19 years of Product Management Experience Managed submarine design for 5 years 5 years at Intuit, led Quicken Product Management Led Product Management at Friendster PM consultant to startups: Box.net, YouSendIt, Epocrates Speaker: Web 2.0 Expo, Facebook Fund, Stanford CEO & Cofounder of YourVersion, startup building “Pandora for your real‐time web content” Copyright © 2010 YourVersion
- 4. Quick Poll of Audience Job type Company size Familiarity with using: Twitter Facebook How much experience marketing on: Twitter Facebook # of Twitter followers Copyright © 2010 YourVersion
- 5. What is Social Media? Old media: 1‐way communication Social media: 2‐way communication Reader is empowered (vs. just publisher) Allows expression and dialog Interactive Social 1‐to‐many Public Copyright © 2010 YourVersion
- 7. What is Social Media Marketing? Using social media to achieve your marketing goals Reaching prospective customers Communicating with existing customers Communicating & reinforcing your brand A key component of your overall marketing mix Copyright © 2010 YourVersion
- 10. WORD OF MOUTH
- 13. What is the Real‐Time Web? Time delay from event/idea to publication is essentially zero Tweets, FB Status Updates Free & effortless for people to post content Finding information Before, focus was only on relevance Recency has increased in importance New goal: Relevance + Recency Copyright © 2010 YourVersion
- 16. Twitter Basics Twitter Website Profile page: handle, background image, URL Follower model: asymmetric, blocking, ratio Tweets 140 character limit (can delete a tweet) Mentions, Direct messages (DMs), and Retweets (RTs) Hashtags Lists Search: people, text Trending Copyright © 2010 YourVersion
- 17. The Art of Writing Tweets Making your message fit into 140 characters Eliminate unnecessary words (telegram) Common abbreviations: Thx 4 ur RT. R U going? Be Positive: “Awesome article on …” Call to action to click: “You gotta see this …” Use hashtags to increase reach Use @ for people, use well‐formed URLs Leave room for RT #FollowFriday, #FF Other examples? (good & bad) Copyright © 2010 YourVersion
- 18. Twitter Clients Clients Tweetdeck Tweetie (acquired by Twitter) twhirl (acquired by Seesmic) Seesmic (web, desktop, & mobile) Computer, Mobile, Web Free vs. paid Tweetdeck demo Copyright © 2010 YourVersion
- 19. Twitter Tools: People Managing followers Friend or Follow http://www.friendorfollow.com Finding people WeFollow http://wefollow.com Tracking followers over time TwitterCounter http://twittercounter.com Copyright © 2010 YourVersion
- 20. More Twitter Tools Hashtags http://hashtags.org http://whatthetrend.com Automatic DM to Followers SocialOomph (formerly TweetLater) http://www.socialoomph.com Twitter Apps oneforty http://oneforty.com Twitter for Teams CoTweet http://cotweet.com Copyright © 2010 YourVersion
- 22. Facebook Pages Groups Events Ads Insights Apps Copyright © 2010 YourVersion
- 23. Facebook Status updates Sharing Like Comment For your website Like Button http://developers.facebook.com/docs/re ference/plugins/like‐box Copyright © 2010 YourVersion
- 24. Social Media Optimization Copyright © 2010 YourVersion
- 26. SMO is the new SEO SEO (PageRank) Decide on strategic keywords Optimize content Get links, ideally from high PageRank sites Social media optimization Decide on strategic topic(s) Identify key topic thought leaders & groups Build relationships Contribute to the conversation Copyright © 2010 YourVersion
- 27. Using Multiple Channels Together Write your blog post Tweet with link to your blog post with relevant hash tags Friends/followers read & retweet People reading hashtags Facebook Page Wall post Have fans & friends like and comment Shows up in their friends streams who will read, like, and comment Comment on a relevant blog post with a link to your post Copyright © 2010 YourVersion
- 28. Building an Audience What matters What you talk about How you talk about it Who you’re talking to Building your reputation Ideally, perceived as a topic expert Helping people discover good content Being up‐to‐date and in‐the‐know Copyright © 2010 YourVersion
- 30. Problem: Amount of Web Content Far Exceeds How Much Time We Have “We saw a trillion unique URLs, and the number of individual web pages out there is growing by several billion pages per day” ‐ Google Blog, 7/25/08 Time Spent Online Average Hours per Week 12 Average Hours per Week 10 8 6 4 2 0 2004 2005 2006 2007 2008 2009 US Households, self-reported Source: Forrester Research Copyright © 2010 YourVersion
- 31. Current Model for Finding New, Relevant Web Content is Broken Current solutions take too much effort and are impersonal Search Revisiting bookmarks RSS readers Google alerts New Discovery Model: Instead of you having to find the content, the content finds you Copyright © 2010 YourVersion
- 32. Shift to Discovery Model Has Created Large Value in Related Areas Discovery model has already transformed: Music: Pandora, last.fm Television: TIVO Movies: Netflix Better user experience Time spent searching is minimized/eliminated Relevant content delivered to user (push vs. pull) Engine proactively discovers new content for user Transformation to Discovery model hasn’t occurred for web content, but it’s about to Copyright © 2010 YourVersion
- 33. YourVersion Is The Best Real‐Time Discovery Engine Most Personalized Delivers Best Blend of Relevance with Recency Easiest to Use: innovative user interface Most Complete Discovery Solution Bookmarking with auto‐tagging Sharing: email, Facebook, Twitter iPhone App Firefox toolbar, Chrome extension, Browser sidebar Harnesses Collective Intelligence Copyright © 2010 YourVersion
- 34. YourVersion Has Received Very Positive User Reaction Launched at TechCrunch50, won People’s Choice Award User praise “You've now replaced my iGoogle tab. Nice.” “Tired of surfing for articles on subjects you are interested in? Try @yourversion I'm a huge fan already!” “RSS for the rest of us” Copyright © 2010 YourVersion
- 35. YourVersion Demo Website Firefox Toolbar Browser sidebar Personalized weekly email with top stories iPhone app Copyright © 2010 YourVersion
- 37. YourVersion iPhone App Copyright © 2010 YourVersion
- 38. Try it out at: http://www.yourversion.com Free iPhone app at: http://bit.ly/yv‐app or search for “yourversion” in App store We’re hiring marketers Copyright © 2010 YourVersion
- 39. ‐Intimate, all‐day workshop for startups on Product Management, Design, & Marketing ‐Sat June 12th in Palo Alto http://toolboxevent.com Use discount code “jhtc” for $90 off ($59 instead of $149) Copyright © 2010 YourVersion
- 40. Questions? @danolsen dan@yourversion.com www.yourversion.com Copyright © 2010 YourVersion