Social Media for Business




Kevin Gibbons
Director of Search, SEOptimise
What is social media?


  Online marketing strategy
  Web 2.0 - User generated content
  Integration with offline marke...
What types of social media are there?


  Social networking
  Social news/bookmarking
  Photo sharing
  Video & podcas...
Social Networking - Facebook
How to promote using Facebook


  Connect with a relevant audience
  Post a link
  Create a fan page or group
  Invite...
Social Networking - LinkedIn
How to promote using LinkedIn


  Connect with friends, colleagues & clients
  Network with industry contacts
  Complet...
Social Bookmarking - StumbleUpon
How to promote using StumbleUpon


  Make friends with like-minded people
  Vote (thumbs up) for stories you like
  Rev...
Photo Sharing - Flickr
How to promote using Flickr


  Upload good photography & interesting pictures
  Connect with similar users
  Join rele...
Video - YouTube
How to promote using YouTube


  Create interesting content!
  Select relevant category
  Optimise with relevant text t...
Blogging - SEOptimise
How to promote using blogs


  Write frequently updated content of a specific theme
  News hook – interesting, comical o...
Microblogging - Twitter
How to promote using Twitter


  Find users with similar interests
  Find local users
  Promote your profile online
  ...
Wikis - Wikipedia
How to promote using Wikipedia


  Add a link to an existing relevant Wikipedia page
  Create your own Wikipedia page
How are brands using social media?


Examples of successful SMM Campaigns:
  Where the Hell is Matt?
  Compare the Meerk...
Where the hell is Matt?
Results – wherethehellismatt.com


  Sponsored by Stride Gum as viral marketing campaign to
   travel the world and recor...
Results – wherethehellismatt.com


  Huge online traffic buzz:
Compare The Meerkat
Results – comparethemeerkat.com


  YouTube – 150,000 video views
Results – comparethemeerkat.com


  234,206 fans on Facebook
Results – comparethemeerkat.com


  6,318 Twitter followers:
Results – comparethemeerkat.com


  Traffic: comparethemarket.com vs comparethemeerkat.com
Results – comparethemeerkat.com


  Inbound links: 5,713 (Yahoo! Site Explorer)
  3,012 blog mentions (Google Blog Searc...
How can you measure social media?


  Traffic
  Conversions
  Brand awareness & online reputation
  Customer support &...
How can you use social media?


1)    Define main objectives
2)    Highlight your online audience
3)    Brainstorm ideas, ...
Questions?


  Find out more about social media marketing by subscribing to
   our blog: www.seoptimise.com/blog
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Social Media Marketing - Kevin Gibbons, SEOptimise

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Social media marketing presentation by Director of Search Kevin Gibbons, at the SEOptimise Oxford Internet Marketing Seminar in March 2009: http://www.seoptimise.com/blog/2009/02/internet-marketing-seminar.html

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Social Media Marketing - Kevin Gibbons, SEOptimise

  1. 1. Social Media for Business Kevin Gibbons Director of Search, SEOptimise
  2. 2. What is social media?   Online marketing strategy   Web 2.0 - User generated content   Integration with offline marketing   Compliments SEO as link building tactic   Can be combined with online promotion activities
  3. 3. What types of social media are there?   Social networking   Social news/bookmarking   Photo sharing   Video & podcasting   Blogs and forums   Micro-blogging   Wikis
  4. 4. Social Networking - Facebook
  5. 5. How to promote using Facebook   Connect with a relevant audience   Post a link   Create a fan page or group   Invite people to an event   Create an application
  6. 6. Social Networking - LinkedIn
  7. 7. How to promote using LinkedIn   Connect with friends, colleagues & clients   Network with industry contacts   Complete your profile fully   Answer questions   Create a company profile   Advertise for jobs
  8. 8. Social Bookmarking - StumbleUpon
  9. 9. How to promote using StumbleUpon   Make friends with like-minded people   Vote (thumbs up) for stories you like   Review your favourite stories   Submit content   Ask for votes   Help similar users with votes
  10. 10. Photo Sharing - Flickr
  11. 11. How to promote using Flickr   Upload good photography & interesting pictures   Connect with similar users   Join relevant groups   Submit photos to groups   Allow your content to be used online   Interact by leaving comments   Link to website from popular images
  12. 12. Video - YouTube
  13. 13. How to promote using YouTube   Create interesting content!   Select relevant category   Optimise with relevant text to improve YouTube search rankings   Use tags for local keywords   Allow embedding of videos   Target niche video sites, not just YouTube
  14. 14. Blogging - SEOptimise
  15. 15. How to promote using blogs   Write frequently updated content of a specific theme   News hook – interesting, comical or bizarre stories   Encourage RSS/email subscription   Link to and connect with relevant bloggers   Use a recognised blog CMS such as WordPress   Optimise for search engines   Submit for Google News inclusion
  16. 16. Microblogging - Twitter
  17. 17. How to promote using Twitter   Find users with similar interests   Find local users   Promote your profile online   Communicate with followers   Frequency of updates   Manage customer support & feedback
  18. 18. Wikis - Wikipedia
  19. 19. How to promote using Wikipedia   Add a link to an existing relevant Wikipedia page   Create your own Wikipedia page
  20. 20. How are brands using social media? Examples of successful SMM Campaigns:   Where the Hell is Matt?   Compare the Meerkat
  21. 21. Where the hell is Matt?
  22. 22. Results – wherethehellismatt.com   Sponsored by Stride Gum as viral marketing campaign to travel the world and record two more videos   Over 30 million video views on YouTube   Hit Digg homepage 4 times, 1 story with 8,234 votes   StumbleUpon – 417 favs & 122 reviews   84,735 inbound links reported in Yahoo!   Media coverage from BBC, Guardian, Times Online etc…   Now ranks #1 in Google UK & Global for “Matt”
  23. 23. Results – wherethehellismatt.com   Huge online traffic buzz:
  24. 24. Compare The Meerkat
  25. 25. Results – comparethemeerkat.com   YouTube – 150,000 video views
  26. 26. Results – comparethemeerkat.com   234,206 fans on Facebook
  27. 27. Results – comparethemeerkat.com   6,318 Twitter followers:
  28. 28. Results – comparethemeerkat.com   Traffic: comparethemarket.com vs comparethemeerkat.com
  29. 29. Results – comparethemeerkat.com   Inbound links: 5,713 (Yahoo! Site Explorer)   3,012 blog mentions (Google Blog Search)   Visits to Comparethemarket.com increased by 86%
  30. 30. How can you measure social media?   Traffic   Conversions   Brand awareness & online reputation   Customer support & communication   Feedback & reviews   Media attention   Link bait
  31. 31. How can you use social media? 1)  Define main objectives 2)  Highlight your online audience 3)  Brainstorm ideas, be creative 4)  Connect with social media influencers 5)  Push to multiple social media channels 6)  Use online PR to promote to journalists & bloggers
  32. 32. Questions?   Find out more about social media marketing by subscribing to our blog: www.seoptimise.com/blog

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