Extreme Social Media Marketing for PPAI

facebook.com/giovanni.gallucci @giovanni Ex t reme Social Media Marketing 1

get off the napkin... CONFIDENTIAL www.thesocialmediaworkshop.com 2

bluehat social media? + = CONFIDENTIAL www.thesocialmediaworkshop.com 3

some key points we need to get over ourselves we can’t solve every problem with social media this is evolution, not revolution don’t burn down the corporate marketing and advertising machine do take advantage of new channels like your blog integrate your blog into your current marketing mix, don’t decimate your current marketing, advertising, pr departments you still have time relax be the brand take risks be careful add value be helpful be open be honest be friendly be yourself don’t be a “marketer” CONFIDENTIAL www.thesocialmediaworkshop.com 4

“How do we get dramatically better results with social media campaigns?” - the big pitch CONFIDENTIAL www.thesocialmediaworkshop.com 5

let’s reset expectations this isn’t only about connecting with your audience we make ripples in the social media ecosystem we don’t *sell*, we influence Inherently, we have to deal with fuzzy or “pr” math here CONFIDENTIAL www.thesocialmediaworkshop.com 6

a quick detour we need to talk about a few seo basics first... click thrus | humans keywords & phrases | humans backlinks | search engines anchor text | search engines CONFIDENTIAL www.thesocialmediaworkshop.com 7

a social media marketing secret marketing & social media deal in the same currency social capital = reputation = access to resources / access to more connections = reciprocity (favors added up) = public accomplishments = increased levels of trust = reputation = more social capital: wash, rinse, repeat *there’s nothing here about selling CONFIDENTIAL www.thesocialmediaworkshop.com 8

great news! YOU ALREADY KNOW HOW TO DO THIS! Bad news: This is like SEO in 2001. There’s a lot of education that needs to take place. CONFIDENTIAL www.thesocialmediaworkshop.com 9

We measure different things in Social Media than we do in other kinds of marketing. CONFIDENTIAL www.thesocialmediaworkshop.com 10

some suggestions for measuring the success Reach – how far does it travel? Relevance – does it support your intended direction? Influence – who shares and passes along with who? Authority – how trusted is the source? Engagement – how involved do they get? CONFIDENTIAL www.thesocialmediaworkshop.com

how about the numbers? CONFIDENTIAL www.thesocialmediaworkshop.com

iliveindallas.com | jennifer conley | @jenniferconley CONFIDENTIAL www.thesocialmediaworkshop.com

34% of marketing major motion pictures attendees to this screening brought in this pass. More verifiable direct response than anything else the agency did. Goals: increase twitter followers and get butts in seats CONFIDENTIAL

social media does drive traffic cnn techcrunch CONFIDENTIAL www.thesocialmediaworkshop.com

whurley | bmc Investment - $5,000 $821,094 .75/48hrs ROI = Redonculous CONFIDENTIAL www.thesocialmediaworkshop.com

ijustine | att CONFIDENTIAL www.thesocialmediaworkshop.com

ijustine | att ,000 ver 2,500 ern et - o - the int 2.5 ijustine CONFIDENTIAL www.thesocialmediaworkshop.com

préDevCamp - 88 Cities and 1,000 Volunteers via twitter - for the community, not the brand “I don’t care about your stupid product” _ Chris Brogan, May 27, 2009 “Think about the opportunity” _ Norm Cox, May 30, 2009 CONFIDENTIAL www.thesocialmediaworkshop.com

we get it...give us the goods. CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 keyword research extreme social media focus on the words your audience uses, not the words you use internally CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 facebook how to take advantage ad roi sucks - turn it on its head use their ppc model as a cpm model CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 facebook how to take advantage need more fans? use facebook ads to point users to your fanpage post comments on fast growing, relevant groups referencing your group but *not* asking ppl to become fans CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 linking strategies extreme social media focus on a few of the main sites...don’t get yourself overwhelmed use those keywords! dirty tricks: optimize for your competition and point to links to unfavorable sites about them CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 linkedin extreme social media opening up linkedin’s closed network CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 wordpress extreme social media add your wordpress category to the url of your blog Install the All In One SEO Pack plugin (title, meta description, keywords) CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 youtube extreme social media we all know that youtube is the largest video network in the world how many of you know that it’s the second most searched site in the world? ...and did you know that the search on youtube sucks? CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 youtube extreme social media tube toolbox - don’t use tools to cheat! use technology to work more efficiently YouTube TOS Section 4.G: "You agree not to use or launch any automated system, including without limitation, "robots," "spiders," or "offline readers," that accesses the Website in a manner that sends more request messages to the YouTube™ servers in a given period of time than a human can reasonably produce in the same period by using a conventional on-line web browser." CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 ﬂickr extreme social media taking on social media’s 800 lb gorilla with nothing more than a camera CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 ﬂickr extreme social media clearly i don’t deserve to rank above chris for ‘social media expert’ ...or do i? how do you measure success? CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 twitter extreme social media CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 tweetadder extreme social media CONFIDENTIAL www.thesocialmediaworkshop.com

breaking the rules 101 tying it all together extreme social media being omnipresent CONFIDENTIAL www.thesocialmediaworkshop.com

The Social Media Manifest. Your guide to getting your buzz on online... social + connect + engage CONFIDENTIAL www.thesocialmediaworkshop.com

social media manifest CONFIDENTIAL www.thesocialmediaworkshop.com

giovanni gallucci facebook.com/giovanni.gallucci giovanni@gallucci.net twitter.com/giovanni 469.682.6978 http://gallucci.net CONFIDENTIAL www.thesocialmediaworkshop.com

Extreme Social Media Marketing for PPAI

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