Coming out of your shell How marketers can find and engage customers with real influence using social technologies March 25, 2009 Heidi Sullivan, Director of Media Research, Cision US Inc. Jay Krall, Manager of Internet Media Research, Cision US Inc.

Using social media to connect with consumers & professionals THE GOVERNING PRINCIPLES It must be said: Be transparent Respect preferences Don’t pitch, converse!

THE GOVERNING PRINCIPLES

It must be said: Be transparent

Respect preferences

Don’t pitch, converse!

Social Media Definitions Social Media/Web 2.0 User-Generated – Information Sharing Lifestreaming Microblogging on Facebook, Twitter, FriendFeed & others Social Networking Sites Community Networks Blogs Individual Posts in Reverse Chronological Order

Social Media/Web 2.0

User-Generated – Information Sharing

Lifestreaming

Microblogging on Facebook, Twitter, FriendFeed & others

Social Networking Sites

Community Networks

Blogs

Individual Posts in Reverse Chronological Order

Microblogging & Lifestreaming: Where do I start? Measured by their Unique Visitors, here’s what the major services look like roughly in proportion. But is Facebook the best place to find your target community? Depends. 65 million 4 million 220,000 10,000

Social News Sharing

SEO Benefits of Social Media loves social content Don’t think of Digg and Delicious pages discussing your brand as competing with content on your site: they boost your search rankings! Submit your blog posts, videos and more to social news sharing sites as part of a larger mix of interesting content Friend people who share your interests so they can push your content too

loves social content

Don’t think of Digg and Delicious pages discussing your brand as competing with content on your site: they boost your search rankings!

Submit your blog posts, videos and more to social news sharing sites as part of a larger mix of interesting content

Friend people who share your interests so they can push your content too

Getting the most out of Use http://search.twitter.com to find out who’s talking about you, your competitors and your clients Be personable yet professional; don’t say anything you don’t want everyone to hear Share links to your own promotional content and other interesting links as well Follow back those who follow you Don’t feel you have to keep up with your Twitter feed. Use TwitterSearch and #hashtags to hone in on interesting discussions Avoid syndication tools that push content to Twitter in robotic-looking ways

Use http://search.twitter.com to find out who’s talking about you, your competitors and your clients

Be personable yet professional; don’t say anything you don’t want everyone to hear

Share links to your own promotional content and other interesting links as well

Follow back those who follow you

Don’t feel you have to keep up with your Twitter feed. Use TwitterSearch and #hashtags to hone in on interesting discussions

Avoid syndication tools that push content to Twitter in robotic-looking ways

“ I’ve got blogs whose target audience is 100 people – the right 100 people.” Chris Anderson, The Long Tail Social Metrics

How to Find 10 Blogs Relevant to Your Brand Initial Research Google Blog Search Technorati Traditional Metrics Unique Visitors per Month RSS Subscribers E-mail subscribers

Initial Research

Google Blog Search Technorati

Traditional Metrics

Unique Visitors per Month RSS Subscribers

E-mail subscribers

Two-mile-high urban termite mound to house planet's swarming humanity

Social Metrics Inbound links: the currency of the Web Blog comments Total posts: does volume matter? Citations on social news sharing sites Track your results, document your progress, look for patterns

Inbound links: the currency of the Web

Blog comments

Total posts: does volume matter?

Citations on social news sharing sites

Track your results, document your progress, look for patterns

Private Social Networks Communispace recruits members and provides biweekly reports on your private networks conversations for market research and customer insights Costs $350,000 to $400,000 for 300 people/12 months Ideal community size is about 300 Source: Communispace

Communispace recruits members and provides biweekly reports on your private

networks conversations for market research and customer insights

Costs $350,000 to $400,000 for 300 people/12 months

Ideal community size is about 300

Free Social Networks & Survey Tools Networks can be private but you must recruit on your own Surveys are public and work well across multiple networks

The Concept of Inbound Marketing Source: Hubspot.com

Inbound marketing…how’s that different from search optimization? Search is just one of many ways people find you. Half of all Americans Internet users don’t search at all. *Pew Internet & American Life Project Search Engine Use Report, August 2008 Google’s not the end all, be all. With 7.2 billion searches a month, Google is the market leader but not a monopoly: 40 percent of all Internet searches are done using search engines other than Google. * comScore December 2008 U.S. Search Engine Rankings Focus on creating content that will help people find you in other ways. These include blog links, widgets, microblogging, social bookmarking, forums and social networks.

Search is just one of many ways people find you. Half of all Americans Internet users don’t search at all.

*Pew Internet & American Life Project Search Engine Use Report, August 2008

Google’s not the end all, be all. With 7.2 billion searches a month, Google is the market leader but not a monopoly: 40 percent of all Internet searches are done using search engines other than Google.

* comScore December 2008 U.S. Search Engine Rankings

Focus on creating content that will help people find you in other ways. These include blog links, widgets, microblogging, social bookmarking, forums and social networks.

Creating Content Should I blog? Make videos? Create a social network? What are my goals? How will I measure success?

Should I blog? Make videos? Create a social network?

What are my goals?

How will I measure success?

Producing Content The Mayo Clinic YouTube Channel ► 300 Videos Uploaded ► Patient Testimonials, health tips ► 180,000 Views, nearly 700 views per video ► Medical research news

Content can be viral & fun Fiskars’ Fisk-A-Teers Roomba on YouTube

Coming out of your shell How marketers can find and engage customers with real influence using social technologies March 25, 2009 Heidi Sullivan, Director of Media Research, Cision US Inc. Jay Krall, Manager of Internet Media Research, Cision US Inc.