Building Social Media into Your Business

… Why Would any Business Try it? A Social Media Exploration The Link for Women 05.12.09 #thelink

What gives me the right? 25 52 5

Marqui “pay bloggers” program

Launched an ethical debate in the blogosphere

Twenty bloggers, three-month contracts

Established readership, wrote about development

Post once per week, mention Marqui, flag your post

$800 / month, we’ll publish everything

Results? Oh, yes…

More than 200 pieces of press

Social media in perspective: Awareness, engagement

Social media in perspective: Brand, messaging, sales

Social media in perspective: Community, choice, confusion

Everyone is online - not just ‘kids’ Infrastructure Cost is Falling

Social media interactions Infrastructure Cost is Falling Data from Forrester Research Technographics® surveys, 2008. For further details on the Social Technographics profile, see groundswell.forrester.com.

Social media usage Infrastructure Cost is Falling Source: Universal McCann

Job 1: Get your house in order

Five Phases of social media readiness Phase 1: Discovery Phase 2: Strategy Phase 3: Skill Building Phase 4: Implementation Phase 5: Maintenance

Discovery: Are you ready? What are your mission/vision/goals? How will they be enhanced by social media marketing efforts? Is your brand ready for social media? Are your people ready for social media? Is your web presence optimized?

Are you competent in top two online activities?

B. L. O. G…

Getting into the magic “F”

Google (all search engine) spiders love:

Relevant Keywords

Content should be optimized for search

Fresh Content

Good sites are updated frequently

This is where blogs and social media help

Lots of Links

The key to SEM, SEO and SEMPR

Search: refining over time 70.6% Source: Comscore, Dec. 2008

Anatomy of a search result Maps, video, news push down “organic” results

Strategy: Where do we begin? Blog Facebook LinkedIN YouTube Flickr Twitter

Your blog: your living room

Thought leadership, humanize your organization, invite people to visit and engage on your terms

Twitter: your front yard

Make connections locally, news source, amplify your messages to like-minded people, invite people “in”

Service, sales via Twitter The Cost of Customers is Falling Source: InternetNews 12/10/08

Open platform for innovation The Cost of Customers is Falling

LinkedIN: your study or office

Find work resources, recruit, ask work- or tool-related questions on the most business-centric social site

Facebook: your family room

Connect with friends and family, amplify your activities, create and nurture “fans,” access a highly targeted ad platform

Flickr/YouTube: your media room

Extend your brand in multimedia - boost your search results

Basic rule of engagement Infrastructure Cost is Falling Don’t “do” social media until: You understand why… You understand how… You understand where…

The Link for Women diligence “ women’s network Portland”

Houston, we have a problem “ women’s network Portland”

What people see

What spiders see

What spiders see Add Alt-Tags to every image on your site Add Title Tags to every page on your site What are our keywords? Do we use them effectively?

The Link for Women’s Priorities