UPDATED: Leveraging Social Media (or How to get a #1 ranking on Google)


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Occasionally I take a break from producing marine management systems and marina software to analyze and then openly discuss what we've learned over the past couple of years about social media, blogging, SEO and measuring the effectiveness of various web campaigns and initiatives. In this presentation I begin with the philosophy that got me thinking differently about marketing and social media from great thinkers like Seth Godin and Josh Bernoff. I then talk about the strategies and tactics we've adopted to become #1 on Google in our particular search category.

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  • - Engineering degree- Moved into sales for various VC-backed companies providing software development tool to software developers.
  • www.sethgodin.com www.joelonsoftware.com www.fourhourworkweek.comTHE PEOPLE THAT SPREAD IDEAS WIN!You can have the greatest thing since sliced bread, but if no one cares you lose. These guys are IDEA MERCHANTSThey helped shape my opinion of how to market
  • If you can fog a mirror you are a buyer. The attitude for me was shoot as many times as you can, you are bound to hit something eventually. After all, its only a numbersgame – how many cold calls can you make, how many demos can you do, how many sales can you close. Whether you are demoing the latest blender, software or a boat. If you can fog a mirror we can talk.
  • We are interrupted all day long.Traditional marketing is interruption drivenCommon, everyday products for the general consumerTevo and the internet is changing TV advertising
  • And its not just on TV:Billboards on buildings, cars, bathrooms, you name ads in magazines,
  • When there is too much noise, no one is paying attention to you.
  • The Grateful Dead story They didn’t have huge record sales like other blockbuster bands like the Beatles, The Rolling Stones or U2 However they were very low budget, no huge productons, no big advertising budgets, limited press exposure They changed the face of music with one simple idea: if you come to our concerts you can record it. Not only can you record it you can make copies and give them to your friends or sell them to people. The money came from licensing their name and souvenir sales at shows
  • Two telephones can make only one connection, five can make 10 connections, and twelve can make 66 connections.Metcalfe's law states that the value of a telecommunications network is proportional to the square of the number of connected users of the system (n2). First formulated in this form by George Gilder in 1993,[1] and attributed to Robert Metcalfe in regard to Ethernet, Metcalfe's law was originally presented, circa 1980, not in terms of users, but rather of "compatibly communicating devices" (for example, fax machines).Metcalfe's law characterizes many of the network effects of communication technologies and networks such as the Internet, social networking, and the World Wide Web. It is related to the fact that the number of unique connections in a network of a number of nodes (n) can be expressed mathematically as the triangular number n(n − 1)/2, which is proportional to n2 asymptotically.The law has often been illustrated using the example of fax machines: a single fax machine is useless, but the value of every fax machine increases with the total number of fax machines in the network, because the total number of people with whom each user may send and receive documents increases.Metcalfe's law is more of a heuristic or metaphor than an iron-clad empirical rule. In addition to the difficulty of quantifying the "value" of a network, the mathematical justification measures only the potential number of contacts, i.e., the technological side of a network. However the social utility of a network depends upon the number of nodes in contact. For instance, if Chinese and non-Chinese users don't understand each other, the utility of a network of users that speak the other language is near zero, and the law has to be calculated for the two sub-networks separately.
  • Attitude – if you don’t understand the “why” you won’t develop the attitude that any of this makes sense. Why do I care about the web, why do I want to build a social network, how will it effect the bottom lineApproach – Ok I believe in it or think I need to do something. What should the approach be: 1. Scatter gun approach or 2. Shoot with a rifleGoals – I‘ve got my overall approach down, now lets formulate some concrete goals. The problem is that I can’t create your goals for you. All I can do is suggest some strategies for creating meaning customer relationships. Your goals however, increase in product sales, increase in customers, increase in website visits, etc, etc you must decide. Tactics will support the strategy. Who is going to do what exactlyExecution is basically putting the tactics on a calendar, setting milestones and getting it done.
  • Groundswell is a book published in April 2008 by Charlene Li and Josh Bernoff.
  • Use the web to make and facilitate connections between customers, suppliers and the community – we continuously strive to build online communities (we’ve barely scratched the surface)Share information freely so that customers don’t have to call us or e-mail us for information. More work to be done here too.Google SEO through keyword repetition and link backsBlogs, providing content to other media outlets, etc.
  • #1 on the top search engines so you could find usRelevant, timely and frequent communication – lead by us but with constant community participation
  • Search engine optimization combined with Google AdwordsThe steady drip, drip, drip of ideasLatest tools to help spread your message
  • Started with a redesign of our website using Wordpress such that its “blog driven”Added a way for anyone to connect to use and keep in touchAdded a way for customers to connect with us at a deeper levelStarted a blog that was not directly tied to DockMasterAdded social media tie-ins by creating Groups on Facebook and LinkedIn. Using Twitter to drive viewers to the blog and enlist ideas and used YouTube to post DockMaster demos and others viedos
  • Marina management software #6 on page 1
  • Boatyard management software #1 on page 1
  • http://www.google.com/analytics
  • http://haveamint.com/
  • This is a simple Worpress two-column site. Content in the left column and “widgets” in the right column. It’s what’s called the “F” format
  • Tweetdeck allows you to post Tweets to multiple Twitter accounts as well as to yourFacebook page.
  • UPDATED: Leveraging Social Media (or How to get a #1 ranking on Google)

    1. 1. Leveraging Social Media to Build Lasting Customer Relationships<br />Cam CollinsCEO<br />Exuma Technologies<br />
    2. 2. (a little bit about) me<br />
    3. 3.
    4. 4.
    5. 5. A TV culture<br />
    6. 6. Interruptions<br />
    7. 7. Ads interrupt everyone<br />Too much clutter, too much noise<br />If the public is not looking for a solution, you are invisible<br />
    8. 8.
    9. 9.
    10. 10. (What are they really selling?)<br />
    11. 11. The Network Effect<br />Metcalfe's law states that the value of a network is proportional to the square of the number of connected users of the system (n2)<br />
    12. 12. (themes)<br />Groundswell: 4 Step Process<br /> People<br /> Objectives (DockMaster.com)<br /> Strategy<br />Technology<br />
    13. 13. A new way of thinking about online social phenomena and trends<br />A set of strategies for companies engaging with customers through social technologies<br />
    14. 14. This is your company<br />
    15. 15. These are your customers<br />
    16. 16. You and your customers in the Groundswell<br />
    17. 17. POst<br /><ul><li>Assess your customers social activities (PEOPLE)
    18. 18. Decide what you want to accomplish (OBJECTIVES)</li></li></ul><li>Profile your customers in the Groundswell<br />http://www.forrester.com/Groundswell<br />
    19. 19. Objectives<br />Use the web to make and facilitate connections between customers, suppliers and the community<br />Share information freely<br />#1 on Google for all key searches<br />Move from print ads to web-based marketing<br />
    20. 20. Strategy<br />Create a website that supports strong organic search engine optimization<br />Allow many website contributors using a CMS<br />Create a blog that re-enforces the website in a subtle way<br />Use social media tools to re-enforce the website, blog and help to facilitate online discussions<br />
    21. 21. Technology<br />
    22. 22. WordPress<br /><ul><li>Flexible: Everyone “can” contribute
    23. 23. Dynamic: Always changing and evolving
    24. 24. Search (Find Us!)
    25. 25. Blogging
    26. 26. Connectivity with Social Media platforms</li></li></ul><li>
    27. 27.
    28. 28. Pulling it all together<br />products and services<br />blog<br />community/suppliers<br />customers<br />social media<br />
    29. 29. Search Engine Optimization<br /><ul><li>Frequency of keywords
    30. 30. Reciprocating links
    31. 31. Incorporate keywords in video titles
    32. 32. Measure everything you can</li></li></ul><li>
    33. 33.
    34. 34.
    35. 35.
    36. 36.
    37. 37.
    38. 38.
    39. 39. http://google.com/analytics<br />
    40. 40. http://haveamint.com<br />
    41. 41.
    42. 42. http://crazyegg.com<br />
    43. 43.
    44. 44.
    45. 45.
    46. 46. Management Takeaway<br />Find someone who knows how to <br />measure real ROI and <br />tie those metrics to engagement programs<br />
    47. 47. Why blog?<br /><ul><li>It's not for the money
    48. 48. Access to people and networks
    49. 49. To build a brand
    50. 50. Build an audience (“Tribes” are better)
    51. 51. Learn from readers</li></li></ul><li>Technology: Email vs RSS<br />
    52. 52.
    53. 53. http://apture.com<br />
    54. 54.
    55. 55.
    56. 56. Collectors help organize the internet<br />http://delicious.com<br />
    57. 57. http://twitrbackgrounds.com/<br />
    58. 58. http://tweetdeck.com/<br />
    59. 59. Social Media Toppings<br />You will get more credibility if people talk (blog) about you rather than you talking (blogging) about yourself<br />Work with other bloggers<br />Permission is the only asset you can build on the internet. You do not have the right to interrupt people. <br />Conversations are marketing<br />Don’t find readers for your words, find words for your readers…reasons to have conversations<br />Blogs are a slow drip of ideas into a Petri dish<br />
    60. 60. Marine Business Ideas<br />Create a FREE how to book on basic boat repair and maintenance, how to use the boat (piloting, navigation), how to buy a boat (new, used) <br />Create a routine check list for various boat models and engine types<br />Get a flip and video boats for sale or repairs and present in a blog format. Great SEO!<br />
    61. 61. Thank you!<br />www.dockmaster.com<br />www.marinemanagementtoday.comcam@dockmaster.com<br />(561) 969-2882 <br />