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Getting Started with Social Media Marketing
 

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; Facebook Pages; Google+ Pages; LinkedIn, LinkedIn Groups, LinkedIn Company Pages, and LinkedIn Answers; Q&A sites like Quora and Yahoo! Answers; and more.

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    Getting Started with Social Media Marketing Getting Started with Social Media Marketing Presentation Transcript

    • Eric KrockPrincipal Consultant and Trainer, 280 Group Founder, AIDSvideos.org © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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 project 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.
    • Social Media Success Stories © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Coke Advertisement 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 comments1Sources: 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.
    • 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 microsite1 - http://mashable.com/2011/07/06/twitter-campaigns/ © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • “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 companies1Sources: 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.
    • “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 needSources: 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 herbook The Butterfly Effect. © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Social Media Strategy © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • Branding & TrademarkingWhat is it that you want to promote? © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • 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.
    • 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.
    • SEO Basics © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • 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.
    • Search Engine Optimization 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.
    • 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.
    • 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 start2Sources: 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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 before1 - http://searchengineland.com/googles-results-get-more-personal-with-search-plus-your-world-107285 © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Gift 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.
    • Social Media ValuesHonesty 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.
    • Blogging © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • 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.
    • 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.
    • Recommended Plug-ins (Wordpress.org)Plug-in PurposeAkismet Spam filter: $5/mo. single site, http://akismet.com/All-In-One SEO Optimize Search Engine Optimization of blogPackcbnet Ping Prevent duplicate pinging of blog syndication feedsOptimizerGoogle XML Automatically generate map of site for GoogleSitemapsWidget Logic Enable conditional content in sidebarEnable Media Enable easy inline updating of imagesReplace• Get plug-ins from http://www.wordpress.org/extend/plugins/• Back up your Wordpress installation (HTML files) and database instancebefore installing or upgrading any plug-in! © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Other Wordpress.org ConfigurationsHave static company home page, http://put blog at YourDomain/blog/ codex.wordpress.org/Creating_a_Static_Front_Pretty permalinks http:// codex.wordpress.org/Using_PermalinksShow only excerpt from post on http://themehybrid.com/support/topic/show-blog home page to avoidduplicating content http://themehybrid.com /themes/structurePut link to post at end of excerpt http://themehybrid.com/support/topic/how-toHardening security. (Update both http://Wordpress & plug-ins promptly!!!) codex.wordpress.org/Hardening_WordPress © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Blog Post URL Best Practices 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.
    • Blog Social Media Integration 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.
    • Site & Blog Promotion 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.
    • 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 solutionSources: 1 – All-in-One SEO for Dummies 2 - Olivier Vit, personalconversation © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • Iterative Content Creation 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.
    • Iterative Content CreationStudy which blog posts or videos get the most interest, and create riffs onthe 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.
    • Twitter © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Twitter 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.
    • Twitter 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.
    • Key Twitter 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.
    • More Twitter 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.
    • Unofficial Twitter Good Practices 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.
    • Unofficial Twitter Good Practices 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.
    • How to Find Potential 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.
    • Two Approaches to Getting 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.
    • Two Approaches to Getting 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.
    • 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.
    • 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.
    • 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.
    • Twitter Policy Questions 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.
    • Twitter Policy Questions 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.
    • Twitter Policy Questions 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.
    • Twitter 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.
    • Twitter 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.
    • Twitter 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.
    • Twitter 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 clickthroughs1 - 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.
    • Twitter 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.
    • © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • 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.
    • Video Search Engine Optimization 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.
    • Video Search Engine Optimization What to SEO? (continued)  YouTube profile and channel description © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • LinkedIn © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • 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.
    • Facebook © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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.
    • 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.
    • Google+ Resources http://heidicohen.com/google-plus-resources/ © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • 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) 21 - 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.
    • Evaluating 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.
    • To Learn More: WebsitesHubSpot.com Many good presentations, tutorials, videos on SMM.SEOmoz.org Good material on SEOsmmmagazine.com Social Media Marketing Magazinehttp://startup-marketing.com/ Read everything Sean Ellis writes.http://heidicohen.com/ Actionable marketing blog. © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Questions? © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.
    • Stay in Touch! http://www.linkedin.com/in/krock http://www.slideshare.net/ekrock/ My email list: http://eepurl.com/jon-f contact.us@AIDSvideos.org © 2011-2012 Eric Krock Marketing Services Inc. All rights reserved.