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Getting Started with Social Media Marketing

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Need to market yourself or your company, product, or event without a big budget? Learn how! We'll give an overview of how to: set up, search engine optimize (SEO), write, and promote a blog or web …

Need to market yourself or your company, product, or event without a big budget? Learn how! We'll give an overview of how to: set up, search engine optimize (SEO), write, and promote a blog or web site with twitter, RSS, Facebook, and sharing icons; make a video at low cost and publish it to YouTube and elsewhere; video SEO; SEO basics.

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  • 1. Eric  Krock  Principal  Consultant  and  Trainer,  280  Group   Founder,  AIDSvideos.org   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 2. About  Me    19  years  of  experience  in  software  product  management  &   marketing.    Business  experience  at  280  Group,  Voximate,  Zvents,  VeriSign,   Kontiki,  Netscape,  Interleaf  ...    Social  Media  Marketing  magazine  named  Eric  one  of  the  top   85  CMOs  on  twitter  in  April  of  2011.    AgileScout.com  named  Voximate  Agile  Product  and  Project   Management  blog  at  http://www.voximate.com/blog/  one  of   top  200  Agile  blogs  to  follow  in  2011.      Founder  of  AIDSvideos.org,  a  not-­‐for-­‐profit  that  is  the  worlds   leading  provider  of  multilingual  HIV/AIDS  prevention   education  videos.    Tweet  @aidsvideos;  see  http://www.youtube.com/aidsvideos     ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 3. Social  Media  Success  Stories     ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 4. Coke  Adver4sement    Goal:  “build  deeper  connection  with  consumers   especially  teens”  to  Coke  brand1    Strategy:  “leverage  digital  media  to  connect   globally”1      Approach:  7  competitive  teams  of  employees   with  $50k  seed  funding  each1    Results:       Winning  video  “Happiness  Machine”  reached  2   million  people  in  2  weeks  with  95%  favorable   comments1  Sources: 1 – Jennifer Aaker, Ph.D., http://www.slideshare.net/DragonflyEffect/creating-infectious-action-innovation-uncensored. For more info, see her book The Butterfly Effect. ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 5. American  Airlines  “ Tweet  to  Win  30k  Miles”    Goal:  promote  new  “Deal  30”  daily  deal   microsite    Strategy:  offer  chance  to  win  30,000  miles  to   people  who  registered  AAdvantage  #number  at   microsite,  filled  out  application,  tweeted   #Deal30  hashtag,  and  followed  @Aadvantage    Results     Over  18,000  clicks  on  microsite  bit.ly  link     70%  increase  in  followers  for  @Aadvantage     Retweets  up  43%     27,000  entries  at  microsite  1 - http://mashable.com/2011/07/06/twitter-campaigns/ ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 6. “Team  Sameer”  Seeks  Marrow  Donors    Problem:  need  marrow  donor  for  leukemia   patient  Sameer  Bhatia,  who  is  South  Asian,  but   there  are  few  registered  donors  in  that  group1    Solution:       Viral  email  campaign  to  friends  &  family1     Purchase  of  traditional  phone  list,  direct  calls2     Wordpress  blog  helpsameer.org,  &  helpvinay.org1     Tweeting3     User  generated  YouTube  videos3     Hold  donor  drives  at  high-­‐tech  companies1  Sources: 1 - http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html, 2 - http://www.youtube.com/watch?v=tBUrlyh4ivI, 3 - http://www.slideshare.net/DragonflyEffect/creating-infectious-action-innovation-uncensored.For more info, see Aaker’s book The Butterfly Effect. ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 7. “Team  Sameer”  Seeks  Marrow  Donors    Results  after  11  weeks:1     150,000  web  site  visits     480  bone  marrow  registration  drives     Over  24,000  new  registered  donors     Matches  found  for  both  Sameer  &  Vinay    Following  year:1       266  donors  registered  through  these  efforts   matched  other  patients  in  need  Sources: 1 - http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html, http://www.slideshare.net/DragonflyEffect/creating-infectious-action-innovation-uncensored. For more info, see her book The Butterfly Effect. ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 8. Social  Media  Strategy   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 9. What  Are  You  Working  On?    Personal  brand?    Own  company  or  consultancy?    Employer’s  brand  and  web  site?    Not-­‐for-­‐profit?   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 10. Who  Are  Your  Audiences?    Company’s  customers,  prospects,  potential  hires    Consultancy’s  clients  and  prospects    Not-­‐for-­‐profit’s  donors,  prospects,  volunteers    Political  campaign’s  donors,  prospects,  and   volunteers    Opinion  leaders  in  your  area  of  work    General  public   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 11. Where  Are  Your  Audiences?    Browsing  the  Internet:  Google,  Bing  ...    Visiting  your  web  site  already    Social  networks:  Facebook,  Google+,   LinkedIn  ...    Reading  blogs    Reading  microblogs:  Twitter    Answer  services:  Yelp,  Quora  ...    Subscribed  to  your  email  newsletter  already   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 12. What  Are  Your  Goals?    Attract  new  customers?    Increase  revenue  per  customer?    Retain  existing  customers?     Improve  customer  service  and  satisfaction?    Build  a  brand?   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 13. How  Do  You  Want  to  Pursue  Goals?    Traditional  web  site  content     Improve  site  or  increase  traffic?    Traditional  email  newsletter?    Launch  blog  or  promote  existing  blog?    Launch  Twitter  feed  or  improve  existing  one?    Launch  a  presence  on  YouTube  or  promote   existing  videos  on  it?    Launch  Facebook  and  Google+  Pages?   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 14. What  We’ll  Touch  On    Branding  &  Trademarking    Basic  Search  Engine  Optimization  (SEO)    Blogging:  Tools,  Tips,  SEO    Twitter™  :  Tools,  Tips    Filming  Low  Cost  Video    YouTube™    Video  Search  Engine  Optimization   (VSEO)    Facebook  Pages    Google+  Pages   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 15. Branding  &  Trademarking  What  is  it  that  you  want  to  promote?   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 16. Naming:  Trademark  or  Generic?    Trademarkable:  coined  term,  not  in  use  already   (e.g.  “Xynga”),  or  non-­‐obvious  combination     Benefits:  build  brand  &  defensible  trademark     Drawback:  costs  money  to  build  awareness,  page   rank    Not  trademarkable:  generic  terms,  personal   name,  place  name     Benefits:  may  rank  very  well  in  search  engine   result  pages  (SERPs)  (e.g.  “AIDSvideos.org”)     Drawback:  not  trademarkable  at  all,  or  until   establish  a  reputation  in  some  cases   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 17. Your  Name  May  Be  Used  For  …    Legal  company  name    Website  domain  name    Blog  name  &  Feedburner™  URL    Twitter  username    YouTube  channel  name    Facebook  Page  name    Google+™  business  page   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 18. Trademarking  a  Name    Nolo  Trademark  PDF  eBook  for  $23.99:     http://www.nolo.com/products/trademark-­‐ TRD.html    Do  your  own  initial  searches:   http://tess2.uspto.gov/    Have  trademark  attorney  finalize  your  best   candidates:     Price  for  formal  search:  $750  /  mark  searched     Additional  price  for  handling  official  USPTO   application:  $1250     International  trademark  filings  cost  extra  per   region  &  country   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 19. SEO  Basics   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 20. Search  Engines  &  Page  Rank    Search  engines:     Take  static  snapshot  of  the  web  &  index  it     Determine  authority  &  rank  for  each  page     On-­‐page  factors:  structure,  text,  image  names  …     Number  of  incoming  links  to  page     Text  of  each  link     Links  weighted  by  authority  of  source  page     When  given  a  query  (e.g.  “project  management   software”),  return  the  pages  in  order  it  deems   most  relevant  to  that  search  term   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 21. Many  Inputs  to  Relevance  for  Search  Term!    Number  of  times  target  term  appears  on  page    Where  on  page  it  appears:  URL?  Page  title?  H1  –   H3  headers?  P?  List  items?  Emphasized  text?    Where  in  each  element  it  appears:  near  front?    Click-­‐through  rate  of  users  clicking  on  that  page   from  that  term    Time  users  spend  on  page  after  clicking  through   to  it  from  that  term    How  many  pages  with  authority  for  that  term   link  to  page,  and  text  of  links   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 22. Search  Engine  Op4miza4on    You  are  writing  blog  posts  &  web  pages  for   TWO  readers:     Human  beings     Search  engine  indexing  robots  (esp.  Google)    Goals:       Enable  search  engines  to  understand  page’s   content  and  focus     Get  search  engines  to  assign  high  relevance  to   page  for  target  keywords     Don’t  annoy  human  readers  in  the  process   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 23. Target  Keywords  &  Key  Phrases    Create  list  of  keywords  /  phrases  you  want  to   rank  well  for  in  search  results.  Tools:     Google  AdWords  (free  to  use  tool)     Wordpress.com:  Stats  feature  (free)     Wordpress.org:  Google  Analytics  (free)     SEOmoz.org  Keyword  Tools  ($99/month  Pro   membership)    Targeting  niche  keywords  with  less  competition   may  be  more  successful.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 24. Where  to  Use  Keywords?  “On-­‐page  SEO”    Domain  name1    Account  names  on  twitter,  YouTube    Facebook  Page  name,  Google+  Page    Blog  title,  category  names,  tag  names1    Page  URL  (68-­‐74  characters)  1    Page  TITLE  (60  characters),  especially  at  start2  Sources: 1 – All-in-One SEO for Dummies, 2 - Hubspot, “The EssentialStep-by-Step Guide to Internet Marketing,” p.8 ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 25. Where  to  Use  Keywords?  “On-­‐page  SEO,”  continued  …1    H1  –  H32    Image  file  name  &  ALT  text    First  sentence  of  paragraph    Bullet  items    Strong  /  emphasized  text  (EM,  STRONG)    Text  of  links  to  your  own  pages  (e.g.  when  one   of  your  blog  posts  cross-­‐links  to  another  one)  Sources: 1 – All-in-One SEO for Dummies; 2 – HubSpot EssentialStep-by-Step Guide to Internet Marketing ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 26. Where  to  Use  Keywords?  “On-­‐page  SEO:”    Wordpress.org:     “Excerpt”  (i.e.  summary)     Influences  presentation  to  user  only,  not  rank:     META  Description  (160  chars)  (used  by  Google  in   creating  snippets  only,  not  for  page  rank)     Doubtful  usefulness:     META  Keywords     Google’s  Matt  Cutts:  “Google  doesn’t  use  the  keywords   meta  tag  in  web  search”   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 27. Avoid  “Duplicate  Content”    No  “Google  penalty,”  but:     If  same  content  is  on  two  pages,  they  divide  links,   clicks,  and  “page  equity.”       Single  page  will  rank  higher  in  Search  Engine   Result  Pages  (SERPs)  than  two  pages.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 28. Avoid  “Duplicate  Content”    Ideal:  one  content  =  one  page  =  one  URL     Blog  post  lives  at  pretty  permalink  URL     Blog  home  page,  category  page,  tag  pages  show   excerpt  only  (Wordpress.com  “Gallery”  option)   and  link  to  full  blog  post  at  permalink  URL     If  syndicate  articles,  ensure  each  syndicated  copy   includes  link  back  to  original  so  Google  knows   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 29. Put  Images  in  Blog  Posts    Posts  with  images  rank  higher  than  posts   without  them    Use  stock.xchng  (sxc.hu)  for  royalty-­‐free  images    Use  iStockPhoto,  etc.  for  for-­‐pay  images    Use  image  editor  (e.g.  Mac  Paintbrush)  to   compress  image  to  small  JPEG  so  don’t  increase   page  load  time    Give  image  SEOed  file  name,  SEOed  ALT  text   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 30. Google  Search  Plus  Your  World    If  you’re  logged  in,  adds  content  shared   privately  with  you  on  Google+  into  your  SERPs    Effects:     Changes  weighting  of  web  SERPs  by  using  your   behavior  &  connections  as  signals1     Incents  content  providers  to  build  Google+   circles  and  post  content  to  Google+  so  it  will   show  up  in  others’  results     Means  ordinary  web  content  will  be  pushed   down  further  below  Google+  content  than  before  1 - http://searchengineland.com/googles-results-get-more-personal-with-search-plus-your-world-107285 ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 31. GiX  Economy  Basics    Blogs,  Twitter,  Quora™,  LinkedIn™  Answers,   and  YouTube  operate  primarily  as  gift   economies    You  freely  give  something  of  value  (information,   teaching,  entertainment,  answers  to  questions,   follows,  subscriptions,  retweets)  and  often  get   something  of  value  in  return  (references  in  blog   posts,  tweets,  retweets,  mentions,  #FF   mentions,  inclusion  in  “best  of”  lists,   registrations  for  your  product,  conversions  …)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 32. Social  Media  Values  Honesty   Tell  the  truth!  Transparency   Be  honest  about  who  you  are  and  your  interests.  Engagement   Post,  tweet,  and  retweet  frequently.  Respond   promptly  to  comments,  tweets,  direct  messages.  Giving   Give  more  than  you  get:  knowledge,  blog  posts,   retweets,  ideas,  feedback.  Respect   Always  cite  sources  in  blog  posts,  tweets,   retweets.  Originality   Create  something  new.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 33. Blogging   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 34. Why  Blog?    Raise  awareness  of  company  and  offering    Establish  credibility  in  target  audience    Draw  traffic  via  organic  search  engine  results    Raise  relevance  ranking  of  your  domain  on   Google    Attract  prospects  who  may  convert  and  become   customers   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 35. General  Blogging  Tips    Write  well!     Read  book:  “Elements  of  Style”  by  Strunk  &   White    Share  useful  knowledge     Gain  audience  by  teaching    Use  catchy  titles;  they  should  be  “hooks!”     Humor  and  irony  work  well    Publish  new  articles  frequently   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 36. Use  Wordpress™  to  Blog    Why  Wordpress?     Leading  blog  software     Free  and  open  source     Supports  Search  Engine  Optimization  well     Extensible  via  large  plug-­‐in  library     Many  predesigned  templates    Your  choices:     Hosted  SaaS:  Wordpress.com     Self-­‐Hosted:  own  site,  plus  Wordpress.org   software    Read  book:  “Wordpress  in  Depth”   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 37. Recommended  Plug-­‐ins  (Wordpress.org)  Plug-­‐in   Purpose  Akismet   Spam  filter:  $5/mo.  single  site,  http://akismet.com/  All-­‐In-­‐One  SEO   Optimize  Search  Engine  Optimization  of  blog  Pack  cbnet  Ping   Prevent  duplicate  pinging  of  blog  syndication  feeds  Optimizer  Google  XML   Automatically  generate  map  of  site  for  Google  Sitemaps  Widget  Logic   Enable  conditional  content  in  sidebar  Enable  Media   Enable  easy  inline  updating  of  images  Replace  •   Get  plug-­‐ins  from  http://www.wordpress.org/extend/plugins/  •   Back  up  your  Wordpress  installation  (HTML  files)  and  database  instance  before  installing  or  upgrading  any  plug-­‐in!   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 38. Other  Wordpress.org  Configura4ons  Have  static  company  home  page,   http://codex.wordpress.org/put  blog  at  YourDomain/blog/   Creating_a_Static_Front_Page  Pretty  permalinks   http://codex.wordpress.org/ Using_Permalinks  Show  only  excerpt  from  post  on   http://themehybrid.com/support/blog  home  page  to  avoid   topic/show-­‐only-­‐excerpt-­‐in-­‐duplicating  content   homepage   http://themehybrid.com/themes/ structure  Put  link  to  post  at  end  of  excerpt   http://themehybrid.com/support/ topic/how-­‐to-­‐change-­‐at-­‐end-­‐of-­‐ post-­‐and-­‐make-­‐it-­‐an-­‐active-­‐link  Hardening  security.  (Update  both   http://codex.wordpress.org/Wordpress  &  plug-­‐ins  promptly!!!)   Hardening_WordPress   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 39. Blog  Post  URL  Best  Prac4ces    All-­‐lowercase  file  names    Separate  words  with  hyphens  (-­‐),  not   underscores  (_)    Terminate  URL  with  a  /  character   (not  .php,  .asx,  etc.)  so  can  switch  CMS  later    Keep  page  name  short  enough  that  Google   won’t  split  page  name  (last  part  of  URL)  when  it   compresses  the  URL  for  display    Ideally,  keep  total  URL  68-­‐74  characters  (less   important  now  due  to  URL  compression)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 40. Blog  Social  Media  Integra4on    http://feedburner.google.com/     Wraps  your  RSS  feed  in  easy-­‐to-­‐use  URL     Have  your  blog’s  RSS  icon  point  at  Google   FeedBurner  URL    Use  royalty-­‐free  icons  for  RSS  Subscribe  and   twitter  Follow  links    AddThis.com  to  provide  social  media  Share  link   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 41. Site  &  Blog  Promo4on  Tips    Register  your  blog  in  technorati    Cross-­‐post  blog  posts  to  Facebook,  Google+,   LinkedIn  (unless  you’re  tweeting  links  &  cross-­‐ posting  tweets  automatically)    Submit  posts  to  Digg™,  Reddit™,   StumbleUpon™,  TechCrunch™,  etc.    Comment  on  relevant  blogs  &  include  a  link   back  to  your  own  site  (won’t  affect  PageRank   because  of  NoFollows,  but  humans  will  click)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 42. Inbound  Link  Campaign    Get  other  relevant  blogs  &  sites  to  link  to  you    Have  them  use  targeted  keywords  in  their  link   text1     GOOD:  project  management  solution     BAD:  click  here  to  see  a  project  management   solution    Google  only  looks  at  text  of  first  link  on  a  page   to  a  given  URL2     BAD:  click  here  to  see  a  project  management   solution  Sources: 1 – All-in-One SEO for Dummies 2 - Olivier Vit, personalconversation ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 43. Blog  Mistakes  to  Avoid    Never  pay  for  a  link  or  for  inclusion  in  a   directory  or  blog  directory!  Will  get  you  banned   from  Google  directory.    Most  “blog  directories”  (except  technorati)  are  a   waste  of  time.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 44. Itera4ve  Content  Crea4on    Study  your  blog’s  reporting  data.     Which  blog  posts  get  the  most:       page  views?       time  on  page?       inbound  links?     Which  keywords  drive  the  most  traffic  to  blog?    Which  posts  get  the  most  comments?   (unscientific)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 45. Itera4ve  Content  Crea4on  Study  which  blog  posts  or  videos  get  the  most  interest,  and  create  riffs  on  the  theme.  Voximate.com   AIDSvideos.org    Product  Management  Tip:  How     “Did  I  Just  Contract  HIV?   to  Piss  Off  Engineering   Symptoms  of  Primary  HIV      Product  Management  Tip:   Infection”  470,000  views  /   How  to  Piss  Off  Customers   4  years      Product  Management  Tip:   How  to  Piss  Off  Sales       “Do  I  Have  AIDS?      Sales  Tip:  How  to  Piss  Off   Symptoms  of  AIDS”   Product  Management   319,000  views  /  3  years      Engineering  Tip:  How  to  Piss   Off  Product  Management   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 46. Twiaer   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 47. Twiaer  Tips    Great  tool  for:     Listening  and  learning  from  others     Finding  your  audience     Finding  prospects,  beta  testers,  evangelists     Engaging  with  customers,  prospects,  others     Promoting  blog  posts     Posting  shorter  comments   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 48. Twiaer  Basics    Use  URL  shorteners  (goo.gl,  tinyurl.com,  bitly.com)    Use  search.twitter.com  or  topsy.com  to  identify   hash  tags  used  by  your  audience:  #agile,  #pmot,   #prodmgmt  …    Keep  tweets  less  than  120  characters  so  others  can   re-­‐tweet  easily    Embed  relevant  hash  tags  within  your  tweets    Use  HootSuite™  or  TweetDeck™  to  schedule  tweets   in  advance  and  follow  relevant  hashtags    Follow  people  with  similar  interests  &  see  if  they   follow  you  back;  give  them  time  to  decide    Tweet  Tue  –  Thu  between  9  a.m.  –  3  p.m.  Pacific   Time  to  maximize  chance  of  retweets   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 49. Key  Twiaer  Rules    No  “aggressive  following”    No  “mass  unfollows”    Don’t  follow  the  same  person  repeatedly    Can  follow  maximum  of  2000  people;  after  that,   can  only  follow  10%  more  people  than  follow   you  back    No  inappropriate  (spammy)  use  of  hashtags    No  excessive  @username  tweeting    Avoid  high  ratio  of  follows  to  followers   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 50. More  Twiaer  Rules    Hourly  usage  limits  (tweets,  follows,  unfollows   per  hour)  are  enforced  automatically    Don’t  hit  the  Twitter  API  too  intensively  (i.e.   harder  than  a  real  human  would)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 51. Unofficial  Twiaer  Good  Prac4ces    Not  official  rules,  but:     Only  follow  people  likely  to  be  interested  in  your   feed!     Don’t  follow  more  than  125  people  per  day     Give  people  7  days  to  follow  you  back  before   unfollowing     Should  get  at  least  1  new  follower  for  every  4   follows  if  you  are  targeting  correctly  &  active     Don’t  “autofollow”  followers,  at  least  at  first.  Pick   and  choose  who  you  follow.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 52. Unofficial  Twiaer  Good  Prac4ces    Don’t  send  automated  thank-­‐you  message  to  new   followers  unless  it’s  a  real  call  to  action.    Not  official  rules,  but:     Not  all  tweets  should  be  blog  posts     Retweet  more  than  you  tweet     Thank  people  for  retweets     Create  useful  lists  to  categorize  users  on  twitter   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 53. How  to  Find  Poten4al  Followers?    Tweet  &  retweet  great  tweets!    Follow  opinion  leaders,  who  they  follow,  their   followers,  and  users  on  their  relevant  lists    search.twitter.com  and  topsy.com:     Who’s  posting  using  your  target  hash  tags?     Who’s  posting  using  your  target  keywords?    WeFollow.com    Tlists.com    Listorious.com     ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 54. Two  Approaches  to  Gecng  Followers  #1:  Passive     Follow  small  number  of  tweeps  (twitter  users).     Tweet  well.     Passively  wait  for  followers.     Advantages:     High  following:follower  ratio  gives  automatic   credibility.     Disadvantages      Takes  time  to  build  audience.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 55. Two  Approaches  to  Gecng  Followers  #2:  Active     Follow  good  tweeps,  and  tweet  well,  but  also   proactively  follow  other  relevant  tweeps  in  hope   they  will  follow  back.     Advantages     Builds  following  faster     Disadvantages     1.1:1  following:follower  ratio     Many  followers  with  low  engagement     Small  minority  will  protest  if  you  later  unfollow  them   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 56. Unfollowing  Users    Once  you’re  following  2000  users,  you  can’t   follow  any  more  until  you  have  2000  followers.    Your  options:   1.  Stop  following  and  wait  for  followers.   2.  Unfollow  those  who  aren’t  following  you  back,   and  follow  some  more.    Make  sure  you  don’t  unfollow  people  you  really   want  to  follow!   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 57. Blog  Post  +  Tweet  Sequence    Pick  blog  post  page  name    Create  draft  blog  post  in  Wordpress    Shorten  URL    Draft  120  character  tweet,  including  hashtags  &   shortened  URL    Write  post    Find  relevant  image,  retitle  it,  upload  it,  make  it   featured  image  for  the  post   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 58. Blog  Post  +  Tweet  Sequence    Use  Wordpress  to  schedule  post  for  next  day  @   9  a.m.    Use  HootSuite  or  TweetDeck  to  schedule  tweet   for  next  day  @  9:15   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 59. Twiaer  Policy  Ques4ons    Will  you  automatically  follow  new  followers?     PRO:       Avoids  time  to  review  new  followers  before  following.     Avoids  losing  new  followers  when  you  don’t  follow   back  soon  enough.     CON:  Without  knowing,  your  account  will   autofollow  spammers,  multi-­‐level  marketing,   people  who  post  in  languages  you  can’t  read,   people  with  offensive  beliefs  …     Alternative:  autofollow,  but  periodically  review   and  winnow  your  following  list.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 60. Twiaer  Policy  Ques4ons    Will  you  take  time  prove  that  you’re  not  a  bot?     PRO:  Build  following  faster     CON:  Takes  time  to  respond  to  TrueTwit  emails,   or  must  sign  up  &  pay  to  become  TrueTwit   member   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 61. Twiaer  Policy  Ques4ons    Will  you  sign  up  for  TrueTwit?     PRO:  Screens  out  bots  trying  to  follow  you     CON:       If  free  member,  would-­‐be  followers  must  respond  to   TrueTwit  email,  which  burdens  them  and  reduces   following  rate.     Better:  Pay  $20  to  become  TrueTwit  paying  member.     Automatically  accepts  verified  TrueTwit  members   as  followers.     Enables  you  to  turn  off  challenge  email.     Optionally,  automatically  follows  verified  followers.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 62. Twiaer  Mistakes    Using  FourSquare™  in  “post  my  location  by   default”  mode.  (Do  followers  care?)    Using  single  Twitter  account  for  personal  and   professional  purposes.  If  I  want  to  hear  about   your  cat  or  child  or  political  beliefs,  I’ll  follow   your  personal  account!   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 63. Twiaer  Mistakes  to  Avoid    “HootSuite   disasters”  –  posting   a  tweet  to  the   wrong  account  by   mistake      HootSuite  now  has   professional  mode   to  prevent   Image © Huffington Post, “The Red Cross Rogue Tweet: #gettngslizzerd On Dogfish Heads Midas Touch,” http://www.huffingtonpost.com/ 2011/02/16/red-cross-rogue-tweet_n_824114.html, used under Fair Use provision of U.S. copyright law ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 64. Twiaer  Basic  Metrics    Total  Followers    New  Followers  Per  Day    Followers  :  Following  ratio    Retweets  /  tweet    Replies  /  tweet    Favorites  /  tweet    Clickthroughs  /  tweet   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 65. Twiaer  Derived  Metrics    Engagement  rate  =  (retweets  +  replies  +   favorites  +  clicks)  /  tweet     Twitter  stated  average:  3-­‐5%  1     80%  of  engagement  is  clicks  on  tweets     20%  is  tweet  or  retweet  2    Conversion  rate  from  clickthroughs  1 - http://www.mediabistro.com/alltwitter/uk-promoted-trends-see-engagement-rates-as-high-as-11_b15694, 2 - http://tech.fortune.cnn.com/2011/06/07/bain-80-of-twitter-engagement-is-link-clicking/ ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 66. Twiaer  Measurement  Techniques    Use  bit.ly  URLs  to  enable  tracking  of   clickthroughs  on  URLs  in  campaigns    Use  topsy.com  to  study  historical  tweets   (search.twitter.com  only  has  3  day  archive)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 67. Video   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 68. Filming  Low-­‐Cost  Video:  Equipment    $350:  Consumer  HD  camcorder  with  Flash   memory  and  audio  input  port    $630  Sennheiser  wireless  microphone  /  receiver   set    $837  Lowel™  Rifa  eX  44  Pro,  TO-­‐83  Hard  Case   lighting  kit  (two  lights,  plus  hard  carrying  case)    $1099  PrompterPeople.com  Flex  Series   Teleprompter  (or  newer  iPad/iPhone-­‐based   solutions)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 69. Filming  Low-­‐Cost  Video:  Equipment    $162  Libec™  T68  75mm  2-­‐Stage  Aluminum   Tripod    Macintosh™  computer  or  PC    Adobe™  Premiere  (Express  or  Pro)  for  editing   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 70. Notes  on  Guerilla  Video    Good  lighting  critical  for  people  to  look  good.    Use  at  least  2-­‐point  lighting    Fill  background  with  light  to  prevent  shadows   behind  speaker    Try  reflecting  fill  lighting  off  ceiling  or  wall    Avoid  reflective  objects  in  background  (picture   frames,  mirrors)    Trace  frame  of  camera  with  eye  to  find  anything   that  intrudes  on  camera  frame   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 71. Notes  on  Guerilla  Audio    Good  audio  is  MUCH  harder  than  good  video!    Film  in  room  with  closed  door.    Put  sign  on  door  to  prevent  interruptions.    Use  lavaliere  microphone!     Use  wireless  connection  if  possible.      Make  sure  microphone  turned  on  &  battery   charged!    Do  test  take,  play  back,  and  listen  for  problems.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 72. Notes  on  Filming  Video    Won’t  look  like  Francis  Ford  Coppola  filmed  it.     Doesn’t  have  to;  costs  much  less!!    Don’t  want  to  film  and  edit  yourself?  Use  a   service  provider,  e.g.  in  Bay  Area:     GekkoVideo.com     LectureMaker.com     TimKentVideo.com   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 73. Notes  on  Making  Video    Unless  your  name  is  Steven  Spielberg,  you  can’t   reliably  predict  what  will  be  successful.     Read:  Black  Swan  by  Nicholas  Nassim  Taleb    Be  Agile.  Film  and  publish  many  videos  cheaply,   see  what  draws  interest,  and  iterate!     Example:  Old  Spice™  viral  video  campaign  filmed   100  clips  in  one  day  and  published  them  all.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 74. Video  SEO  Research    Go  to  YouTube.com    Make  sure  you’re  logged  out!    Search  for  each  target  keyword    Study  #  of  results  and  which  videos  /  playlists   make  the  top  10  (or  20)    Study  highly-­‐ranked  videos  and  their  view   counts,  titles,  descriptions,  tag  lists,  and   number  of  comments   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 75. Video  Search  Engine  Op4miza4on    What  to  SEO?     YouTube  account  name     Video  title  (50  characters  to  display  without   break)     Video  description  (make  long  and  detailed,  and   include  links  to  your  site!)     Video  tag  list  (up  to  500  characters  total)     Script  for  video  (upload  transcript;  for  English,   YouTube  will  automatically  synchronize)     Playlist  title,  description,  tag  list   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 76. Video  Search  Engine  Op4miza4on    What  to  SEO?  (continued)     YouTube  profile  and  channel  description   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 77. To  Learn  More  About  Video    http://techcrunch.com/2010/01/30/context-­‐is-­‐ king-­‐how-­‐videos-­‐found/    http://heidicohen.com/old-­‐spice%E2%80%99s-­‐ viral-­‐social-­‐media-­‐drives-­‐sales/   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 78. LinkedIn   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 79. Key  LinkedIn  Features    LinkedIn  Share  Buttons    Individual  profile     Include  links  to  company  website,  blog,   twitterfeed     Configure  to  automatically  repost  your  tweets    Company  profile     Include  links  to  company  website,  blog,   twitterfeed     Follow  your  competitors’  company  profiles!   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 80. Key  LinkedIn  Features    Groups     Create  generic  or  company-­‐specific  groups    LinkedIn  Answers  (see  next  section  of   presentation  on  Q&A  services)   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 81. Facebook   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 82. Facebook  Pages    Many  corporate  sites  have  few  “Likes”  and  are   fairly  useless    Reserve  Facebook  Page  with  your  name  early    Consider  making  it  live  later  on  when  you  have   enough  genuine  interest  and  users    Have  a  strategy  for  your  Facebook  Page,  not  just   a  page  for  the  sake  of  having  a  page   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 83. Google+    New  kid  on  the  block  in  social  networking    Growing  rapidly    Google  badly  wants  to  succeed    “Circles”  give  better  way  to  organize  who  you   follow    You  don’t  know  who  follows  you  back    Google+  shared  content  will  now  show  up  in   your  connections’  Google  search  results  when   they  are  logged  in  to  Google   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 84. Google+  Resources    http://heidicohen.com/google-­‐plus-­‐resources/   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 85. Google+  Pages    Very  similar  to  Google+  Profiles1  and  Facebook   Pages    No  connection  to  Google  Places2    To  create,  must  have  Google+  account,  log  in,   and  click  “Create  a  Page”  2    Can  act  as  yourself  or  as  a  Page  (similar  to   Facebook)  2  1 - http://support.google.com/plus/bin/answer.py?hl=en&answer=1713824 2 - http://searchengineland.com/google-pages-now-open-for-businesses-brands-places-more-100217 ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 86. Evalua4ng  Your  Work    Score  your  social  media  marketing  work  with   websitegrader.com  from  HubSpot™    Check  your  Klout,  PeerIndex,  and  TeraMetric   scores  for  fun,  but  don’t  take  them  too  seriously   yet.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 87. To  Learn  More:  Websites  HubSpot.com   Many  good  presentations,   tutorials,  videos  on  SMM.  SEOmoz.org   Good  material  on  SEO  smmmagazine.com   Social  Media  Marketing  Magazine  http://startup-­‐marketing.com/   Read  everything  Sean  Ellis  writes.  http://heidicohen.com/   Actionable  marketing  blog.   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 88. Ques4ons?   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.  
  • 89. Stay  in  Touch!    http://www.linkedin.com/in/krock    eric@AIDSvideos.org   ©  2011-­‐2012  Eric  Krock  Marketing  Services  Inc.  All  rights  reserved.