0
Social Marketing<br />How?<br />Why?<br />What?<br />Where?<br />Me???<br />
Social Marketing<br /><ul><li>  Community
  Connection
Contribution
  Conversation
  Collaboration</li></ul>Customer Loyalty<br />10/17/09 Kathryn Gorges<br />2<br />Santa Cruz Marketing Bootcamp<br />
Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<b...
Case Study: Best Western<br />Website<br />Blog<br />LinkedIn<br />Facebook<br />Twitter<br />YouTube<br />Mobile<br />Des...
Standard WebsiteObjective: Close the dealConversionLanding PagesUser InterfaceAnalyticsSEO<br />10/17/09 Kathryn Gorges<br...
ContributionFunConnectionCommunityBlog<br />10/17/09 Kathryn Gorges<br />6<br />Santa Cruz Marketing Bootcamp<br />
10/17/09 Kathryn Gorges<br />LinkedInCorporateOverview<br />7<br />Santa Cruz Marketing Bootcamp<br />
10/17/09 Kathryn Gorges<br />Facebook PageMakes travel fun<br />8<br />Santa Cruz Marketing Bootcamp<br />
YouTube Best Western TV: special interest episodes<br />10/17/09 Kathryn Gorges<br />9<br />Santa Cruz Marketing Bootcamp<...
Twitter: Fun, exotic, easy travel<br />10/17/09 Kathryn Gorges<br />10<br />Santa Cruz Marketing Bootcamp<br />
10/17/09 Kathryn Gorges<br />Desktop Widget<br />11<br />Santa Cruz Marketing Bootcamp<br />
Social Media Marketing Mechanics<br />Website<br /><ul><li>Blog</li></ul>Email<br />LinkedIn<br />Facebook<br />YouTube<br...
CommunityConnectionBlog<br />10/17/09 Kathryn Gorges<br />13<br />Santa Cruz Marketing Bootcamp<br />
Photo Blog<br />10/17/09 Kathryn Gorges<br />14<br />Santa Cruz Marketing Bootcamp<br />
Personal Brand <br />Blog<br />10/17/09 Kathryn Gorges<br />15<br />Santa Cruz Marketing Bootcamp<br />
Main Web Presence Blog<br />10/17/09 Kathryn Gorges<br />16<br />Santa Cruz Marketing Bootcamp<br />
WordpressContentMgmtRecipeFreeOpenMany add-in featuresLots of layouts — easily customizedWebsite platform<br />10/17/09 Ka...
Social Media Marketing Mechanics<br />Website<br />Blog<br /><ul><li>Email</li></ul>LinkedIn<br />Facebook<br />YouTube<br...
Constant ContactEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial<br />10/17/09 Kathryn Gorges<br />19<br />S...
iContactEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial<br />10/17/09 Kathryn Gorges<br />20<br />Santa Cru...
Vertical ResponseEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial<br />10/17/09 Kathryn Gorges<br />21<br />...
Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br /><ul><li>LinkedIn</li></ul>Facebook<br />YouTube<br...
LinkedInHomePageStatusMenuSuggestedContactsUpdates:  Groups  PeopleApp InfoSearch<br />10/17/09 Kathryn Gorges<br />23<br ...
LinkedInProfilePageEdit/ViewResume InfoShort DescSnapshot Impression<br />10/17/09 Kathryn Gorges<br />24<br />Santa Cruz ...
LinkedInGroupsPageOrderingDisplayingCreating<br />10/17/09 Kathryn Gorges<br />25<br />Santa Cruz Marketing Bootcamp<br />
LinkedInApplications<br />10/17/09 Kathryn Gorges<br />26<br />Santa Cruz Marketing Bootcamp<br />
LinkedInCompanyPage<br />10/17/09 Kathryn Gorges<br />27<br />Santa Cruz Marketing Bootcamp<br />
LinkedInCompanyPage<br />10/17/09 Kathryn Gorges<br />28<br />Santa Cruz Marketing Bootcamp<br />
Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br /><ul><li>Facebook</li></ul>YouTube<br...
FacebookSignupPagePersonalProfileBusiness Fan Page<br />10/17/09 Kathryn Gorges<br />30<br />Santa Cruz Marketing Bootcamp...
Facebook Home Page: News feed/Highlights/Settings<br />10/17/09 Kathryn Gorges<br />31<br />Santa Cruz Marketing Bootcamp<...
Facebook Profile Page: Tabs/Boxes/Chat/Apps/Friends<br />10/17/09 Kathryn Gorges<br />32<br />Santa Cruz Marketing Bootcam...
Facebook Fan Page: Business/Personal Brand/News Feed<br />10/17/09 Kathryn Gorges<br />33<br />Santa Cruz Marketing Bootca...
FacebookFan PageInsightsAdminsAppsSettings<br />10/17/09 Kathryn Gorges<br />34<br />Santa Cruz Marketing Bootcamp<br />
FacebookFan PageWall<br />10/17/09 Kathryn Gorges<br />35<br />Santa Cruz Marketing Bootcamp<br />
Facebook<br />Fan Page<br />Landing<br />Tab<br />FBML<br />10/17/09 Kathryn Gorges<br />36<br />Santa Cruz Marketing Boot...
Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br /><ul><li>YouTube</li></...
YouTubeSignup BrandingEmbed/Share/Link EverywhereFree Storage10 minute limitMany formatsInstant Video<br />10/17/09 Kathry...
YouTube Home Page<br />Subscriptions<br />Recommendations<br />Features<br />10/17/09 Kathryn Gorges<br />39<br />Santa Cr...
YouTubeChannelCustomizeBlogConnectDashboard<br />10/17/09 Kathryn Gorges<br />40<br />Santa Cruz Marketing Bootcamp<br />
Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br /><ul><li>T...
TwitterSignupPageBrandingSimpleMeaningful<br />10/17/09 Kathryn Gorges<br />42<br />Santa Cruz Marketing Bootcamp<br />
Twitter Settings PageURLBio: SearchLocationName vs. UsernamePicture<br />10/17/09 Kathryn Gorges<br />43<br />Santa Cruz M...
TwitterProfilePageShows your own tweetsFollowersFollowing<br />10/17/09 Kathryn Gorges<br />44<br />Santa Cruz Marketing B...
TwitterHome PageTweets of who you are followingTrending TopicsSearchDirect MessagesMentionsFavoritesResponse<br />10/17/09...
TweetDeckTwitter Desktop ManagerMultiple AccountsSearchesAuto Feed Update<br />10/17/09 Kathryn Gorges<br />46<br />Santa ...
Seesmic Twitter Desktop Mgr<br />10/17/09 Kathryn Gorges<br />47<br />Santa Cruz Marketing Bootcamp<br />
Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<b...
FlickrSignupPagePhotoSharingFree<br />10/17/09 Kathryn Gorges<br />49<br />Santa Cruz Marketing Bootcamp<br />
Flickr100MB/moVideoTag based sharingUpgrade<br />10/17/09 Kathryn Gorges<br />50<br />Santa Cruz Marketing Bootcamp<br />
Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<b...
DeliciousBookmarkingAutoTweetOrganizerTag based<br />10/17/09 Kathryn Gorges<br />52<br />Santa Cruz Marketing Bootcamp<br />
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Social Marketing Mechanics Intro

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Overview of the tactics for implementing a social media strategy across multiple networking platforms including: LinkedIn, Facebook, Twitter, Blogs, Email, YouTube, Flickr, Digg, and Delicious.

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Transcript of "Social Marketing Mechanics Intro"

  1. 1. Social Marketing<br />How?<br />Why?<br />What?<br />Where?<br />Me???<br />
  2. 2. Social Marketing<br /><ul><li> Community
  3. 3. Connection
  4. 4. Contribution
  5. 5. Conversation
  6. 6. Collaboration</li></ul>Customer Loyalty<br />10/17/09 Kathryn Gorges<br />2<br />Santa Cruz Marketing Bootcamp<br />
  7. 7. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />3<br />Santa Cruz Marketing Bootcamp<br />
  8. 8. Case Study: Best Western<br />Website<br />Blog<br />LinkedIn<br />Facebook<br />Twitter<br />YouTube<br />Mobile<br />Desktop Widget<br />10/17/09 Kathryn Gorges<br />Target Market: Travelers, families, business, middle-income, inexpensive vacations, seniors/retirees<br />The World’s Largest Hotel Chain®<br />4<br />Santa Cruz Marketing Bootcamp<br />
  9. 9. Standard WebsiteObjective: Close the dealConversionLanding PagesUser InterfaceAnalyticsSEO<br />10/17/09 Kathryn Gorges<br />5<br />Santa Cruz Marketing Bootcamp<br />
  10. 10. ContributionFunConnectionCommunityBlog<br />10/17/09 Kathryn Gorges<br />6<br />Santa Cruz Marketing Bootcamp<br />
  11. 11. 10/17/09 Kathryn Gorges<br />LinkedInCorporateOverview<br />7<br />Santa Cruz Marketing Bootcamp<br />
  12. 12. 10/17/09 Kathryn Gorges<br />Facebook PageMakes travel fun<br />8<br />Santa Cruz Marketing Bootcamp<br />
  13. 13. YouTube Best Western TV: special interest episodes<br />10/17/09 Kathryn Gorges<br />9<br />Santa Cruz Marketing Bootcamp<br />
  14. 14. Twitter: Fun, exotic, easy travel<br />10/17/09 Kathryn Gorges<br />10<br />Santa Cruz Marketing Bootcamp<br />
  15. 15. 10/17/09 Kathryn Gorges<br />Desktop Widget<br />11<br />Santa Cruz Marketing Bootcamp<br />
  16. 16. Social Media Marketing Mechanics<br />Website<br /><ul><li>Blog</li></ul>Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />12<br />Santa Cruz Marketing Bootcamp<br />
  17. 17. CommunityConnectionBlog<br />10/17/09 Kathryn Gorges<br />13<br />Santa Cruz Marketing Bootcamp<br />
  18. 18. Photo Blog<br />10/17/09 Kathryn Gorges<br />14<br />Santa Cruz Marketing Bootcamp<br />
  19. 19. Personal Brand <br />Blog<br />10/17/09 Kathryn Gorges<br />15<br />Santa Cruz Marketing Bootcamp<br />
  20. 20. Main Web Presence Blog<br />10/17/09 Kathryn Gorges<br />16<br />Santa Cruz Marketing Bootcamp<br />
  21. 21. WordpressContentMgmtRecipeFreeOpenMany add-in featuresLots of layouts — easily customizedWebsite platform<br />10/17/09 Kathryn Gorges<br />17<br />Santa Cruz Marketing Bootcamp<br />
  22. 22. Social Media Marketing Mechanics<br />Website<br />Blog<br /><ul><li>Email</li></ul>LinkedIn<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />18<br />Santa Cruz Marketing Bootcamp<br />
  23. 23. Constant ContactEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial<br />10/17/09 Kathryn Gorges<br />19<br />Santa Cruz Marketing Bootcamp<br />
  24. 24. iContactEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial<br />10/17/09 Kathryn Gorges<br />20<br />Santa Cruz Marketing Bootcamp<br />
  25. 25. Vertical ResponseEmail Mktg CampaignsMetricsNot spamHTML formatRecipeFree trial<br />10/17/09 Kathryn Gorges<br />21<br />Santa Cruz Marketing Bootcamp<br />
  26. 26. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br /><ul><li>LinkedIn</li></ul>Facebook<br />YouTube<br />Twitter<br />Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />22<br />Santa Cruz Marketing Bootcamp<br />
  27. 27. LinkedInHomePageStatusMenuSuggestedContactsUpdates: Groups PeopleApp InfoSearch<br />10/17/09 Kathryn Gorges<br />23<br />Santa Cruz Marketing Bootcamp<br />
  28. 28. LinkedInProfilePageEdit/ViewResume InfoShort DescSnapshot Impression<br />10/17/09 Kathryn Gorges<br />24<br />Santa Cruz Marketing Bootcamp<br />
  29. 29. LinkedInGroupsPageOrderingDisplayingCreating<br />10/17/09 Kathryn Gorges<br />25<br />Santa Cruz Marketing Bootcamp<br />
  30. 30. LinkedInApplications<br />10/17/09 Kathryn Gorges<br />26<br />Santa Cruz Marketing Bootcamp<br />
  31. 31. LinkedInCompanyPage<br />10/17/09 Kathryn Gorges<br />27<br />Santa Cruz Marketing Bootcamp<br />
  32. 32. LinkedInCompanyPage<br />10/17/09 Kathryn Gorges<br />28<br />Santa Cruz Marketing Bootcamp<br />
  33. 33. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br /><ul><li>Facebook</li></ul>YouTube<br />Twitter<br />Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />29<br />Santa Cruz Marketing Bootcamp<br />
  34. 34. FacebookSignupPagePersonalProfileBusiness Fan Page<br />10/17/09 Kathryn Gorges<br />30<br />Santa Cruz Marketing Bootcamp<br />
  35. 35. Facebook Home Page: News feed/Highlights/Settings<br />10/17/09 Kathryn Gorges<br />31<br />Santa Cruz Marketing Bootcamp<br />
  36. 36. Facebook Profile Page: Tabs/Boxes/Chat/Apps/Friends<br />10/17/09 Kathryn Gorges<br />32<br />Santa Cruz Marketing Bootcamp<br />
  37. 37. Facebook Fan Page: Business/Personal Brand/News Feed<br />10/17/09 Kathryn Gorges<br />33<br />Santa Cruz Marketing Bootcamp<br />
  38. 38. FacebookFan PageInsightsAdminsAppsSettings<br />10/17/09 Kathryn Gorges<br />34<br />Santa Cruz Marketing Bootcamp<br />
  39. 39. FacebookFan PageWall<br />10/17/09 Kathryn Gorges<br />35<br />Santa Cruz Marketing Bootcamp<br />
  40. 40. Facebook<br />Fan Page<br />Landing<br />Tab<br />FBML<br />10/17/09 Kathryn Gorges<br />36<br />Santa Cruz Marketing Bootcamp<br />
  41. 41. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br /><ul><li>YouTube</li></ul>Twitter<br />Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />37<br />Santa Cruz Marketing Bootcamp<br />
  42. 42. YouTubeSignup BrandingEmbed/Share/Link EverywhereFree Storage10 minute limitMany formatsInstant Video<br />10/17/09 Kathryn Gorges<br />38<br />Santa Cruz Marketing Bootcamp<br />
  43. 43. YouTube Home Page<br />Subscriptions<br />Recommendations<br />Features<br />10/17/09 Kathryn Gorges<br />39<br />Santa Cruz Marketing Bootcamp<br />
  44. 44. YouTubeChannelCustomizeBlogConnectDashboard<br />10/17/09 Kathryn Gorges<br />40<br />Santa Cruz Marketing Bootcamp<br />
  45. 45. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br /><ul><li>Twitter</li></ul>Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />41<br />Santa Cruz Marketing Bootcamp<br />
  46. 46. TwitterSignupPageBrandingSimpleMeaningful<br />10/17/09 Kathryn Gorges<br />42<br />Santa Cruz Marketing Bootcamp<br />
  47. 47. Twitter Settings PageURLBio: SearchLocationName vs. UsernamePicture<br />10/17/09 Kathryn Gorges<br />43<br />Santa Cruz Marketing Bootcamp<br />
  48. 48. TwitterProfilePageShows your own tweetsFollowersFollowing<br />10/17/09 Kathryn Gorges<br />44<br />Santa Cruz Marketing Bootcamp<br />
  49. 49. TwitterHome PageTweets of who you are followingTrending TopicsSearchDirect MessagesMentionsFavoritesResponse<br />10/17/09 Kathryn Gorges<br />45<br />Santa Cruz Marketing Bootcamp<br />
  50. 50. TweetDeckTwitter Desktop ManagerMultiple AccountsSearchesAuto Feed Update<br />10/17/09 Kathryn Gorges<br />46<br />Santa Cruz Marketing Bootcamp<br />
  51. 51. Seesmic Twitter Desktop Mgr<br />10/17/09 Kathryn Gorges<br />47<br />Santa Cruz Marketing Bootcamp<br />
  52. 52. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<br /><ul><li>Flickr</li></ul>Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />48<br />Santa Cruz Marketing Bootcamp<br />
  53. 53. FlickrSignupPagePhotoSharingFree<br />10/17/09 Kathryn Gorges<br />49<br />Santa Cruz Marketing Bootcamp<br />
  54. 54. Flickr100MB/moVideoTag based sharingUpgrade<br />10/17/09 Kathryn Gorges<br />50<br />Santa Cruz Marketing Bootcamp<br />
  55. 55. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br /><ul><li>Delicious</li></ul>Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />51<br />Santa Cruz Marketing Bootcamp<br />
  56. 56. DeliciousBookmarkingAutoTweetOrganizerTag based<br />10/17/09 Kathryn Gorges<br />52<br />Santa Cruz Marketing Bootcamp<br />
  57. 57. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br />Delicious<br /><ul><li>Digg</li></ul>Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />53<br />Santa Cruz Marketing Bootcamp<br />
  58. 58. DiggSharingAggregatorViral<br />10/17/09 Kathryn Gorges<br />54<br />Santa Cruz Marketing Bootcamp<br />
  59. 59. Social Networking InterestPersonal vs PublicMediumChoose based on your business type<br />©Brian Solis<br />10/17/09 Kathryn Gorges<br />55<br />Santa Cruz Marketing Bootcamp<br />
  60. 60. Social Media Marketing Mechanics<br />Website<br />Blog<br />Email<br />LinkedIn<br />Facebook<br />YouTube<br />Twitter<br />Flickr<br />Delicious<br />Digg<br />Identify your target market, <br />find out where they hang out, <br />go there and engage! <br />10/17/09 Kathryn Gorges<br />56<br />Santa Cruz Marketing Bootcamp<br />
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