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The Dark Side of Social Media Marketing - Gaming the Community

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    1. the dark side of social media marketing gaming the community ova i gauÌi http://blog.gallucci.net CONFIDENTIAL 1 Thursday, October 8, 2009 1
    2. programmer (15 plus years) who dat? dad/husband I am uniquely unqualified to be community organizer cheese lover speaking to you today... social media butterfly author stay-at-home-dad amateur photographer average guy *not* a pr guy, not a marketing pro... I have no idea what the rules are which allows me to find creative solutions to common problems. CONFIDENTIAL www.thesocialmediaworkshop.com 2 Thursday, October 8, 2009 2
    3. you’ve been warned CONFIDENTIAL www.thesocialmediaworkshop.com 3 Thursday, October 8, 2009 3
    4. speaking of rules get off the napkin... CONFIDENTIAL www.thesocialmediaworkshop.com 4 Thursday, October 8, 2009 4
    5. bluehat social media? + = CONFIDENTIAL www.thesocialmediaworkshop.com 5 Thursday, October 8, 2009 5
    6. We measure different things in Social Media than we do in other kinds of marketing. CONFIDENTIAL www.thesocialmediaworkshop.com 6 Thursday, October 8, 2009 6
    7. 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 7 Thursday, October 8, 2009 7
    8. “How do we get dramatically better results than other social media campaigns?” - the big pitch CONFIDENTIAL www.thesocialmediaworkshop.com 8 Thursday, October 8, 2009 8
    9. 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 9 Thursday, October 8, 2009 9
    10. 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 10 Thursday, October 8, 2009 10
    11. 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 11 Thursday, October 8, 2009 11
    12. 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 12 Thursday, October 8, 2009 12
    13. 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 Thursday, October 8, 2009 13
    14. how about the numbers? CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 14
    15. 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 Thursday, October 8, 2009 15
    16. social media does drive traffic cnn techcrunch CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 16
    17. whurley | bmc Investment - $5,000 094.75 /48hrs $821, ROI = Redonculous CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 17
    18. ijustine | att CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 18
    19. ijustine | att 2,50 0,000 over e internet - ijustin e - th 2.5 CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 19
    20. 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 Thursday, October 8, 2009 20
    21. launching LashAllureMD.com 4 hours Where do we spend the marketing budget? 2,874 hits 386 signups 3 entries CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 21
    22. we get it...give us the goods. CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 22
    23. 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 Thursday, October 8, 2009 23
    24. 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 Thursday, October 8, 2009 24
    25. 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 Thursday, October 8, 2009 25
    26. 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 Thursday, October 8, 2009 26
    27. breaking the rules 101 be unique & help people have the heart of a servant CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 27
    28. breaking the rules 101 Using more that one ip address hide my ip guess what - the social networks don’t like you having more than one account or being *too* active CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 28
    29. breaking the rules 101 hardware spend just enough to get the job done CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 29
    30. breaking the rules 101 linkedin extreme social media opening up linkedin’s closed network CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 30
    31. 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 Thursday, October 8, 2009 31
    32. breaking the rules 101 interns extreme social media ‘nuff said CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 32
    33. 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 Thursday, October 8, 2009 33
    34. 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 Thursday, October 8, 2009 34
    35. 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 Thursday, October 8, 2009 35
    36. 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 Thursday, October 8, 2009 36
    37. breaking the rules 101 reputation management extreme social media Monitor your articles-of-interest with a tool that emails you: trackur, trackengine, changenotes, urlywarning, changedetect Don’t just rely on Wikipedia’s “Watch” function or Google Alerts. CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 37
    38. breaking the rules 101 twitter extreme social media CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 38
    39. breaking the rules 101 twitter outside content CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 39
    40. breaking the rules 101 twitter advanced search CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 40
    41. breaking the rules 101 twitter managing multiple accts CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 41
    42. breaking the rules 101 twitter mobile tweeting CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 42
    43. breaking the rules 101 twitter extreme social media CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 43
    44. breaking the rules 101 tweetadder extreme social media CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 44
    45. breaking the rules 101 tying it all together extreme social media being omnipresent CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 45
    46. The Social Media Manifest. Your guide to getting your buzz on online... social + connect + engage CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 46
    47. social media manifest CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 47
    48. giovanni gallucci giovanni@gallucci.net 469.682.6978 y2 010 br uar fe facebook.com/giovanni.gallucci twitter.com/giovanni CONFIDENTIAL www.thesocialmediaworkshop.com Thursday, October 8, 2009 49

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