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ZERO TO SOCIAL




   Dean Whitney
Where are you?
 1. Doing Nothing
 2. Dabbling
 3. Working it
Agenda

           25%
                       50%         1.5 Hours


       25%


Workshop         Q&A         Discussion
Site Profile
Word of Mouth




03/09/10
@dmsccott       7
Consumer Behavior

            2009
              4 Billion Tweets




            2010
             40 Billion Tweets
Budgets Spiraling to Social




 2010: 20%
 “The CMO Survey” from Duke University’s Fuqua School of Business and the Ameri...
11
12
Marketers need to
broaden their
messaging
Customer Acquisition




              McKinsey Quarterly report - The consumer decision journey
Customer Journey




              McKinsey Quarterly report - The consumer decision journey
Product Diffusion
Influencers
1-9-90 Rule
                                                                    1% Heavy Contributors
                    ...
http://en.wikipedia.org/wiki/List_of_social_networking_websites
Twitter, Facebook, LinkedIn and blogs - top
four social media tools used by marketers




         Source: April 2010 stud...
THE CMO’S GUIDE TO:

             THE SOCIAL LANDSCAPE 2010 IS THE YEAR CMOS WILL HEAVILY INVEST IN SOCIAL MEDIA. HERE’S A...
Customer Acquisition
Social Media 101
    Workshop
3 Pillars of Marketing




Content      SEO     Social Networks
Building Blocks
           • Keywords/Phrases
           • Website/blog
           • Conversion tools
           • Content...
Keywords
Measurement
Editorial Calendar

            • Blogs
            • Newsletters
            • Tweets
            • Facebook, LinkedIn, E...
Social Media Operations
Promotion




             ✓   ✓   ✓       ✓    ✓    ✓
Networking




             ✓   ✓       ✓  ...
Resources/Time

               Julie - 4hrs



                                Ricardo - 8hrs
Dan - 1hr


                ...
Social Media Operations
          Sun   Mon   Tues Wed Thurs    Fri   Sat

                .25   .25   .25   .25          ...
Prioritizing Content
Editorial Calendar
Hootsuite
Content Generation
Optimizing content for social media
Got an idea?
Start here
create a set of slides
Share it!
Share it!
  some more...
Make a YouTube video
Share it...




Be sure to use good keywords!
Make a Presentation




To people at work, family, industry
     event, local rotary club
Take pictures




video as well if you dare...
Share pictures
     on Flickr
Share pictures
     more...
Blog with pictures




  Embedded Flickr Slideshow
Share it!




Embedded Flickr Slideshow
Blog about your idea
Share your blog
Site Profile
Dean Whitney
  • Twitter: @deanwhit
  • Web: www.deanwhitney.com
  • Email: dwhitney@deanwhitney.com
Zero to Social
Zero to Social
Zero to Social
Zero to Social
Zero to Social
Zero to Social
Zero to Social
Zero to Social
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Zero to Social

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  • Its not hard, but its not obvious
  • Content - Think like a producer SEO - Backlinks, listings, directories, onpage (keywords, meta, site structure, content) Social Networks - friends, followers, mentions, buzz
  • Let’s come up with a company to market... ideas?
  • Transcript of "Zero to Social"

    1. 1. ZERO TO SOCIAL Dean Whitney
    2. 2. Where are you? 1. Doing Nothing 2. Dabbling 3. Working it
    3. 3. Agenda 25% 50% 1.5 Hours 25% Workshop Q&A Discussion
    4. 4. Site Profile
    5. 5. Word of Mouth 03/09/10 @dmsccott 7
    6. 6. Consumer Behavior 2009 4 Billion Tweets 2010 40 Billion Tweets
    7. 7. Budgets Spiraling to Social 2010: 20% “The CMO Survey” from Duke University’s Fuqua School of Business and the American Marketing Association (AMA).
    8. 8. 11
    9. 9. 12
    10. 10. Marketers need to broaden their messaging
    11. 11. Customer Acquisition McKinsey Quarterly report - The consumer decision journey
    12. 12. Customer Journey McKinsey Quarterly report - The consumer decision journey
    13. 13. Product Diffusion
    14. 14. Influencers
    15. 15. 1-9-90 Rule 1% Heavy Contributors 9% Intermittent Contributors 90% Lurkers Jakob Nielsen's Alertbox, Oct. 2006 90-9-1 Rule for Social Design
    16. 16. http://en.wikipedia.org/wiki/List_of_social_networking_websites
    17. 17. Twitter, Facebook, LinkedIn and blogs - top four social media tools used by marketers Source: April 2010 study, Social Media Marketing Industry Report by Michael Stelzner of 1900 marketing professionals
    18. 18. THE CMO’S GUIDE TO: THE SOCIAL LANDSCAPE 2010 IS THE YEAR CMOS WILL HEAVILY INVEST IN SOCIAL MEDIA. HERE’S A GUIDE TO HELP YOU UNDERSTAND HOW BEST TO LEVERAGE MAJOR SOCIAL MEDIA SITES. GOOD! OK. BAD! CUSTOMER BRAND TRAFFIC TO WEBSITE COMMUNICATION EXPOSURE YOUR SITE SEO Use keyword search monitor- O ers unique opportunities Potential can be large, but Value to your site's SEO is ing through a program such for Web site integration and promotion is an art form -- limited, but tweets will rank promote your brand too heav- high in search results -- good A microblogging site as Hootsuite, TwitJump or to engage with customers for ranking your profile name that enables users Radian 6 to track what people in a viral way, helping your ily and turn o followers, yet and breaking news, though to send ‘tweets’, or are saying about you and your company stand out from the don't promote enough and shortened URLs are of little messages of 140 receive little attention. characters or less competitors. masses. benefit. Facebook brand pages are great Traffic is decent and on the Great for engaging people for brand exposure. Jump-start rise thanks to share buttons Little to no value, aside from who like your brand, want your brand exposure through and counters, but don't blogs picking up and featuring A social networking to share their opinions, and the ad platform, or hire a Face- expect massive numbers of your posted links. Not worth site where users participate in giveaways and book consultant to help you unique visitors to go to your the time expenditure. can add friend, send contests. messsages and build grow your brand presence. site. their own profile Unnecessary to spend too Participation in industry-related Even if you get tens of Heavily indexed in search much time on this, though groups might get your photos, thousands of visits to a photo An image and video engines, passing links and page properly tagged photosets and thus your brand, viewed by hyperlinked with your URL, hosting website ranks. Also helps images rank of company events can help people with similar interests, click-through rates are among where community higher in Google Images and in members can share customers put a face on the but numbers will be small. the lowest around. building inbound links. and comment on team behind your brand. media E ective for personal branding Not the primary focus, but cus- Very high page rank -- almost and demonstrating your organi- Unlikely to drive any significant tomer engagement opportuni- guaranteed on the first page zation's professional prowess. traffic to your site, though you ties are possible by answering of search results -- especially A social networking Encouraging employees to never know who those few site for business industry-related questions, for your company name or maintain complete profiles to visits might be from -- perhaps individual employees' names, professionals establishing yourself as an strengthen your team's reputa- a potential client or customer. but that's about it. expert in the field. tion is advisable. Whether you seek to entertain, inform, or both, video is a One of the most powerful brand- Traffic goes to the videos. If Very good for building links ing tools on the Web when you the goal is to get traffic back to powerful channel for quickly back to your site because videos build your channel, promote via your site, then add a hyperlink A video sharing engaging your customers, rank high. Also a tried-and-true high-traffic sites, and brand your in the video description, but website where users responding to complaints, and don't expect traffic to correlate way for your brand to gain can share and upload demonstrating your social- videos. exposure. new videos closely with video views. media savvy.
    19. 19. Customer Acquisition
    20. 20. Social Media 101 Workshop
    21. 21. 3 Pillars of Marketing Content SEO Social Networks
    22. 22. Building Blocks • Keywords/Phrases • Website/blog • Conversion tools • Content Strategy • Operations plan • Content
    23. 23. Keywords
    24. 24. Measurement
    25. 25. Editorial Calendar • Blogs • Newsletters • Tweets • Facebook, LinkedIn, Etc.
    26. 26. Social Media Operations Promotion ✓ ✓ ✓ ✓ ✓ ✓ Networking ✓ ✓ ✓ ✓ ✓
    27. 27. Resources/Time Julie - 4hrs Ricardo - 8hrs Dan - 1hr Total = 13 hours
    28. 28. Social Media Operations Sun Mon Tues Wed Thurs Fri Sat .25 .25 .25 .25 1 Dan Julie 1 1 1 1 4 Ricardo 2 1 2 1 2 8
    29. 29. Prioritizing Content
    30. 30. Editorial Calendar
    31. 31. Hootsuite
    32. 32. Content Generation Optimizing content for social media
    33. 33. Got an idea?
    34. 34. Start here create a set of slides
    35. 35. Share it!
    36. 36. Share it! some more...
    37. 37. Make a YouTube video
    38. 38. Share it... Be sure to use good keywords!
    39. 39. Make a Presentation To people at work, family, industry event, local rotary club
    40. 40. Take pictures video as well if you dare...
    41. 41. Share pictures on Flickr
    42. 42. Share pictures more...
    43. 43. Blog with pictures Embedded Flickr Slideshow
    44. 44. Share it! Embedded Flickr Slideshow
    45. 45. Blog about your idea
    46. 46. Share your blog
    47. 47. Site Profile
    48. 48. Dean Whitney • Twitter: @deanwhit • Web: www.deanwhitney.com • Email: dwhitney@deanwhitney.com
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