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@giovanni
Top 10 Extreme Social Media
Promotion Hacks
1

get off the napkin...
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2

bluehat social media?
+ =
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3

We measure different things in Social Media
than we do in other kinds of marketing.
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4

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”
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5

“How do we get
dramatically better results
than other social media
campaigns?”
- the big pitch
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6

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
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7

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
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8

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
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9

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.
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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?
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how about the numbers?
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iliveindallas.com | jennifer conley | @jenniferconley
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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
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social media does drive traffic
cnn
techcrunch
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whurley | bmc
Investment
- $5,000
$821,094 .75/48hrs
ROI = Redonculous
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ijustine | att
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ijustine | att
,000
ver 2,500
ern et - o
- the int
2.5 ijustine
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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
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we get it...give us the goods.
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breaking the rules 101
keyword research
extreme social media
focus on the words your audience
uses, not the words you use
internally
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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
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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
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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
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breaking the rules 101
linkedin
extreme social media
opening up linkedin’s closed
network
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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)
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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?
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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."
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breaking the rules 101
flickr
extreme social media
taking on social media’s 800 lb gorilla
with nothing more than a camera
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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?
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breaking the rules 101
flickr
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.
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breaking the rules 101
twitter
extreme social media
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breaking the rules 101
tweetadder
extreme social media
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breaking the rules 101
tying it all together
extreme social media
being omnipresent
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The Social Media Manifest. Your
guide to getting your buzz on online...
social + connect + engage
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social media manifest
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giovanni gallucci
facebook.com/giovanni.gallucci
giovanni@gallucci.net
twitter.com/giovanni
469.682.6978
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