SSVN July 8, 2009
IBM, Israel
Presented by: Miriam Schwab

Secrets of the Social Web: How
to Successfully Market Your
Business Online

Twitter is the present darling of the social
web. It's shiny, it's new and exciting
things are happening there. People are
drinking a lot of twitter "kool aid," as I call
it, but the truth is that twitter is changing
the way we market on the web, and you
cannot ignore it any longer.
32 million users

Twitter Case Studies

In June announced that they’ve
made $3m in sales via twitter

The Iranian protesters bypassed
traditional media and got their
message out successfully via
twitter with #iranelections

Online activity related to Michael
Jackson’s death overtook twitter,
and even slowed some major
sites

Michael Jackson Dies:
Twitter Tributes Now 30% of Tweets
Via Mashable

On the 3rd anniversary of Gilad Shalit’s kidnapping by
Hamas, twitter users @israelisoldiersmother &
@carolw encouraged users to use #Gilad as often as
possible to attract attention to his plight. This effort
succeeded in making #Gilad the 3rd most popular
trend on twitter.

By giving away 10 Macbook Pros to random
twitterers who tweeted #moonfruit, the company
became top twitter trend for a few days in a row
and transformed a relatively unknown company
to a hot topic.

July 1 on twitter:
Via Cornwallseo.com

Social media is…not just a
marketing tactic….It’s more of a
movement. A philosophy that
brings brands and customers
closer together
through humanization of the
brand and mutual respect.
- Jay Baer, Convince & Convert

Why you can’t ignore it
• Social media use growing, search losing
ground (comScore Releases May 2009 U.
S. Search Engine Rankings)
• Search engines can’t see all info on all
networks
• 91% of B2B decision-makers are taking
part in social media; 69% do so for
business purposes

What it can do for you
• Generate incoming leads
• Brand awareness
• Viral
• Position you as expert
• Reputation management & protection

The “Secrets”:
• Not easy, based on frequent, good
content
• Long-term strategy
• Not enough by itself

Social media is simply
another spoke of
activity. It’s important, SEM
shouldn’t be ignored,
but neither should the
other aspects of online Social
Offline
marketing activity. media
Also, trends change
and while twitter is hot
today, who knows Blog
what will be in the
future? Therefore, it’s
important not to put all PR E-mail
your proverbial eggs in
one basket.
Advertising

6 factors that contribute to blog
success:
Usability
Optimization Commenting
Share/RSS Reading
Content

SEO/PPC
Social Media Compelling offers Track conversions:
Useful content Call to Action Where do they come
Ads Landing pages From, what do they
PR Contact info like
Offline
Visitors Leads Customers

Social media: how?
• Goals
• Research
• Build yourself up
• Track
• Be human
• Give and ye shall get

How to use Twitter
(click on images to
go to featured sites)

1.Is it for me?
2.Brand & Follow
3.Create
4.Engage
5.Monitor/Track

Is it for my biz?
• Domain squatting • Competitiveness
• Brand mentions • Sales cycle
• Topical mentions complexity
• Location mentions • Purchase frequency
• Target audience • Retention
• Bandwidth
(Social Media Insider)

Branding

Following

Following

Follow, create, engage

Monitor

Monitor

Track

Track

More fave twitter tools

Thank you!
www.illuminea.com
mschwab@illuminea.com
twitter: @miriamschwab
See it online:
http://www.slideshare.net/illuminea/secrets-of-