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Social Media Marketing on the 
Real‐Time Web
Dan Olsen, CEO, YourVersion
May 19, 2010
                              Copyright © 2010 YourVersion
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
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
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
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
Social Media Marketing on the Real-time Web
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
Social Media Marketing on the Real-time Web
Social Media Marketing on the Real-time Web
WORD OF MOUTH
Social Media Marketing on the Real-time Web
Social Media Marketing on the Real-time Web
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
Copyright © 2010 YourVersion
Why do Marketers like Twitter?
Way to reach prospective customers
Free
Can find people for a given topic/keyword
Can identify influential people
Can benefit from word of mouth/viral marketing
Way for people to discover your brand
Great vehicle for dialog with your existing 
customers
Other reasons?

                               Copyright © 2010 YourVersion
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
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
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
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
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
Copyright © 2010 YourVersion
Facebook
Pages
Groups
Events
Ads
Insights
Apps


                      Copyright © 2010 YourVersion
Facebook
Status updates
Sharing
Like
Comment
For your website
Like Button
http://developers.facebook.com/docs/re
ference/plugins/like‐box
                           Copyright © 2010 YourVersion
Social Media Optimization




                    Copyright © 2010 YourVersion
Social Media Marketing on the Real-time Web
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
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
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
Copyright © 2010 YourVersion
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
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
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
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
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
YourVersion Demo
Website
Firefox Toolbar
Browser sidebar
Personalized weekly email with top 
stories
iPhone app



                            Copyright © 2010 YourVersion
Copyright © 2010 YourVersion
YourVersion iPhone App




                  Copyright © 2010 YourVersion
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
‐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
Questions?
@danolsen
dan@yourversion.com   www.yourversion.com
                             Copyright © 2010 YourVersion

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