Can social media make your website rank higher in Google? Can social media help your inbound marketing? Have you ever wondered the best way to engage people in social media as a business? Do you have questions on what social media platforms your company should be on? If you've ever had any of the above questions this free Social Media Infrastructures webinar is for you. http://www.kunocreative.com
2. Agenda
• Introduction – Chad H. Pollitt
Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
#Kuno
3. Agenda
• Introduction – Chad H. Pollitt
• About Kuno Creative
Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
#Kuno
4. Agenda
• Introduction – Chad H. Pollitt
• About Kuno Creative
• Social Media Infrastructures
– Building Blocks: SEO, Keyword
Themes & Social Media
Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
#Kuno
5. Agenda
• Introduction – Chad H. Pollitt
• About Kuno Creative
• Social Media Infrastructures
– Building Blocks: SEO, Keyword
Themes & Social Media
– Social Media Infrastructure (What,
Why & How)
Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
#Kuno
6. Agenda
• Introduction – Chad H. Pollitt
• About Kuno Creative
• Social Media Infrastructures
– Building Blocks: SEO, Keyword
Themes & Social Media
– Social Media Infrastructure (What,
Why & How)
– Choosing the Right Social Media
Platforms Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
#Kuno
7. Agenda
• Introduction – Chad H. Pollitt
• About Kuno Creative
• Social Media Infrastructures
– Building Blocks: SEO, Keyword
Themes & Social Media
– Social Media Infrastructure (What,
Why & How)
– Choosing the Right Social Media
Platforms
– Social Media Rules of Engagement
Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
#Kuno
8. Agenda
• Introduction – Chad H. Pollitt
• About Kuno Creative
• Social Media Infrastructures
– Building Blocks: SEO, Keyword
Themes & Social Media
– Social Media Infrastructure (What,
Why & How)
– Choosing the Right Social Media
Platforms
– Social Media Rules of Engagement
• Questions & Answers
Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
#Kuno
9. About Kuno Creative
Marketing Company since 2000
• Branding & PR
• Marketing Strategy
• Print
• Outdoor
• Direct Mail
• Website Development
• Internet Marketing
#Kuno
10. About Kuno Creative
Inbound Marketing Services
• Creating Great Content
• SEO
• Social Media
• Monitoring
• Engagement
• Marketing
• PPC, SEM
• Email Marketing
• Lead Nurturing
• HubSpot Certified Partner
#Kuno
23. Building Blocks: Social Media
#Kuno
Web 2.0 Observations & Trends
People only go to the web for two reasons: to
solve a problem or to be entertained – quickly.
24. Building Blocks: Social Media
#Kuno
Web 2.0 Observations & Trends
People only go to the web for two reasons: to
solve a problem or to be entertained – quickly.
Social Media is Personal by its very nature
25. Building Blocks: Social Media
#Kuno
Web 2.0 Observations & Trends
People only go to the web for two reasons: to
solve a problem or to be entertained – quickly.
Social Media is Personal by its very nature
Social Media Conversion is in it’s infancy
26. Building Blocks: Social Media
#Kuno
Web 2.0 Observations & Trends
People only go to the web for two reasons: to
solve a problem or to be entertained – quickly.
Social Media is Personal by its very nature
Social Media Conversion is in it’s infancy
Successful people are acting more like
companies and successful companies are acting
more like people.
27. Building Blocks: Social Media
#Kuno
Web 2.0 Observations & Trends
People only go to the web for two reasons: to
solve a problem or to be entertained – quickly.
Social Media is Personal by its very nature
Social Media Conversion is in it’s infancy
Successful people are acting more like
companies and successful companies are acting
more like people.
28. Building Blocks: Social Media
#Kuno
Web 2.0 Observations & Trends
Digital Natives vs. Digital Immigrants
29. Social Media Infrastructure
#Kuno
What
Multiple Social Media platforms chosen to
engage social media users and how those
platforms are connected to one another
pushing and pulling content.
32. Social Media Infrastructure
#Kuno
Why
1. Avoids the Silo Syndrome
2. SEO
Grab as many organic positions as possible
3. Saves Time/Creates Efficiency
33. Social Media Infrastructure
#Kuno
Why
1. Avoids the Silo Syndrome
2. SEO
Grab as many organic positions as possible
3. Saves Time/Creates Efficiency
4. Increases Reach & Share of Voice
34. Social Media Infrastructure
#Kuno
Why
1. Avoids the Silo Syndrome
2. SEO
Grab as many organic positions as possible
3. Saves Time/Creates Efficiency
4. Increases Reach & Share of Voice
5. Generate Website Referral Traffic
35. Social Media Infrastructure
#Kuno
Why
1. Avoids the Silo Syndrome
2. SEO
Grab as many organic positions as possible
3. Saves Time/Creates Efficiency
4. Increases Reach & Share of Voice
5. Generate Website Referral Traffic
6. 3 C’s
Consistency
Clarity
Congruency
41. Social Media Infrastructure
#Kuno
How to build
Keyword Workshop / Research
RSS - Real Simple Syndication
Push & Pull content between platforms
46. Social Media Infrastructure
#Kuno
How to build
Gather your digital assets
Video
Pictures / Graphics
Music / Audio
Documents/Presentations/Files
47. Social Media Infrastructure
#Kuno
How to build
Gather your digital assets
Video
Pictures / Graphics
Music / Audio
Documents/Presentations/Files
Press Releases
49. Social Media Infrastructure
#Kuno
How to build
Blogging is the Push-Foundation of the
Infrastructure
Infrastructure configurations are almost
limitless
66. Social Media Infrastructure
#Kuno
How to build – Things to consider
No Follow Links
No Problem!
There are NO nofollow tags inside RSS
feeds.
67. Social Media Infrastructure
#Kuno
How to build – Things to consider
Duplicate Content Comments from Google
• Duplicate content on a site is not grounds for
action on that site unless it appears that the
intent of the duplicate content is to be
deceptive and manipulate search engine
results.
68. Social Media Infrastructure
#Kuno
How to build – Things to consider
Duplicate Content Comments from Google
• Duplicate content on a site is not grounds for
action on that site unless it appears that the
intent of the duplicate content is to be
deceptive and manipulate search engine
results.
• Google’s Matt Cutts – “. . . finds that honest
webmasters worry about dupe content when
they don’t need to.”
69. Social Media Infrastructure
#Kuno
Choosing the Right Social Media Platforms
Any website or social media platform that can
receive or send RSS feeds can be used.
70. Social Media Infrastructure
#Kuno
Choosing the Right Social Media Platforms
Any website or social media platform that can
receive or send RSS feeds can be used.
Any website or social media platform that gives
you the ability to create a link or add a widget
can be used.
73. Social Media Infrastructure
#Kuno
Choosing the Right Social Media Platforms
1. Indentify target demographic
2. Build personas
3. Examine the demographics of potential
platforms
74. Social Media Infrastructure
#Kuno
Choosing the Right Social Media Platforms
Gather your digital assets
Video
Pictures / Graphics
Music / Audio
Documents/Presentations/Files
Press Releases
75. Social Media Infrastructure
#Kuno
Choosing the Right Social Media Platforms
Gather your digital assets
Video
Pictures / Graphics
Music / Audio
Documents/Presentations/Files
Press Releases
Identify which platforms accept
those digital assets
76. Social Media Rules of Engagement
#Kuno
E.L.E.E. Principles
T.H.A.R.G. Principles
82. Social Media Rules of Engagement
#Kuno
T.H.A.R.G.*
Transparency
Honesty
83. Social Media Rules of Engagement
#Kuno
T.H.A.R.G.*
Transparency
Honesty
Accountability
84. Social Media Rules of Engagement
#Kuno
T.H.A.R.G.*
Transparency
Honesty
Accountability
Reciprocity
85. Social Media Rules of Engagement
#Kuno
T.H.A.R.G.*
Transparency
Honesty
Accountability
Reciprocity
Gratuity
86. Social Media Rules of Engagement
#Kuno
T.H.A.R.G.*
Transparency
Honesty
Accountability
Reciprocity
Gratuity
*From The 2009 Tweeters Almanac
By Amy Stark - @AmyStark
88. Social Media Infrastructure
#Kuno
Review
Building Blocks
SEO
Keyword Themes
Social Media
Social Media Infrastructure
What
Why
How
89. Social Media Infrastructure
#Kuno
Review
Building Blocks
SEO
Keyword Themes
Social Media
Social Media Infrastructure
What
Why
How
Choosing the Right Social Media Platforms
90. Social Media Infrastructure
#Kuno
Review
Building Blocks
SEO
Keyword Themes
Social Media
Social Media Infrastructure
What
Why
How
Choosing the Right Social Media Platforms
Social Media Rules of Engagement
91. Questions & Answers
• Conclusion – Chad H. Pollitt
• Free Inbound BluePrint available at
www.kunocreative.com
• Follow Kuno on Facebook & Twitter
– Twitter.com/Kuno
– Facebook.com/KunoCreative
• Questions
#Kuno
Chad H. Pollitt
Director of Social Media &
Search Marketing
Kuno Creative
@CPollittIU
LinkedIn.com/in/seofortwayne
Infrastructure Today!
Build Your Social Media
Editor's Notes
Kuno Creative has been marketing company since the year 2000, We’ve always been involved with traditional marketing services such as Brand and PR and Marketing Strategy. We’ve used outbound techniques for our clients including media such as print, outdoor, direct mail and just about any other method that would help us ultimately market our clients to get good results.
But over the past few years we noticed that many of these methods kept requiring more and more effort to get a similar response. There are so many channels you can try to use to reach each demographic, but the problem is, people have just gotten better at blocking out unwanted Ads and marketing messages. That is the leading reason, that since the beginning of 2009 we’ve focused on Inbound Marketing methods that bring your audience to you because that’s what people want, rather then being inundated with advertising.
Developing these methods includes Getting Found Online by Creating Content that is optimized for the search engines and shared within social media. To Build your brand you have to join the conversations that are occurring in social media and win the trust and respect from your target audience. After doing this, that audience is much more likely to want to buy from you. And many of these interactions will happen online.
In these two case studies, we’ve integrated a combination of Outbound and Inbound techniques.