SES London 2010 - Social Media101 (Lisa Myers)

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Lisa Myers session on Social Media 101 at SES London 2010.

Lisa Myers session on Social Media 101 at SES London 2010.

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  • 1. Social Media 101 Lisa Myers CEO, Verve Search
  • 2. About Lisa Myers • Director & Founder, Verve Search (Search Consultancy – SEO, PPC & Online PR/Social Media) • Regular speaker at SES, SMX, A4U, IAB, B2B Events • Regular contributor to on and offline publications • Heavily involved in the global Search Community, founded SEO-chicks.com and also blogs for newly founded European search blog stateofsearch.com Awards • Management Today “35 women under 35” list 2009 • “Best Use of Technology woman under 30” BlackBerry Woman & Technology Awards (2008) • “B2B Marketing Newcomer of the Year” (2007)
  • 3. Social Media 101 What does Social Media actually mean? “Social Media is an umbrella term that defines the various activities that integrate: technology, social interaction and the construction of words, pictures, audio and video.”
  • 4. People Trust Other People
  • 5. What it definitely isn‟t!
  • 6. Thinking you are “building” a house by just holding the hammer..
  • 7. WORLDof Mouth WORD of Mouth • The speed of which Social Media enables communication means it is now WORLD of Mouth • The key with Social Media is “Listening first – selling second!!”
  • 8. The Social Media Revolution Source: Socialnomics.net
  • 9. Social Media Elements Content Marketing Social Media Networks Link baiting Viral Social Media Site Seeding ORM and Blogging Monitoring
  • 10. What is Your Objective? • Branding/Awareness • Traffic generation ALL? • Link generation • Conversions
  • 11. Audience • Who‟s your target audience? • Age, gender, location?
  • 12. Blogging • Blogging became main stream and a serious marketing tool in 2006 • There are over 200,000,000 blogs (yep that‟s 200 MILLION) • Of which 54% post content or tweet daily • 34% of bloggers post opinion on products and services
  • 13. Blogging – the opportunity • Give your product/services a personable voice • Develop a positive online reputation • Expansion of content, reaching a wider audience BUT It‟s not as easy as setting up and go...
  • 14. Before you start • What is going to be the main topics of the blog (categories) • Who is going to be blogging (source appropriate bloggers) • Who is going to be managing the blog?
  • 15. Blogs need Personality
  • 16. StateofSearch.com
  • 17. Top Tips • Find the right blogger(s) with a personality • Use Wordpress • Current Favourite Plugins: - Tweetmeme - Sexybookmarks - All in one SEO Pack - Post avatar (unless not part of design) - Vodpod (easy way of incorporating videos)
  • 18. Social SEO • When doing Social Media, ALWAYS keep SEO in mind.
  • 19. The Linkerati is also the Socialrati Internet Population “Social” Internet Population Linkerati
  • 20. Link Baiting • A piece of digital content specifically created to boost link equity to a domain, thus also contributing to increased ranking • The link baiting content has to be on the domain you are wanting to increase link equity for
  • 21. Myheritage.com (2007) • Generated Over 100,000 links • BUT NO On Page SEO!
  • 22. SEO Wars – “Fun Campaign” Generated <100 links with Anchor text “SEO Wars” + buzz and recognition
  • 23. Viral • Usually larger campaigns but does not mean it has to cost loads of money • Viral campaign usually appeal to a broader range of people (thus spreading quicker and to a wider audience)
  • 24. Absolutely Completely Must Be Good creative/idea + solid execution elements for a Viral is CRUCIAL to success! All the tweeting, digging, stumbling and buzz building in the world will NOT work if the idea is rubbish!!
  • 25. Twitter
  • 26. Top Twitter Tips • Don‟t over think it, be personable. • Share information, links. • Listen. • Use #hastags to organise and search • Twitterlists are useful if you are following hundreds. Also to discover new people.
  • 27. Tweetdeck – organise your Twitter
  • 28. Scheduling Tweets
  • 29. Free Social Monitoring Tools www.socialmention.com www.blogpulse.com www.tweetbeep.com http://klout.com/ http://tweetmeme.com
  • 30. Socialmention
  • 31. Paid Monitoring tools • www.radian6.com • http://www.trackur.com/ • http://www.sentimentmetrics.com/
  • 32. Facebook • If Facebook was a country it would be the 4th largest in the world • More than 400 million active users • 50% of users log on every day • 35% of users update their status each day • Over 3 billion photos uploaded each month
  • 33. Facebook Fan Page Pros • Pages are indexed by external search engines such as Google • You can add a vanity URL for fan pages • Integrate twitter and blog feeds • Member statistics (demographics) Cons • You can‟t send a message to all members, only send „updates‟ which user behaviour denotes no one really pays attention to • You do not get post notifications (if someone writes on the wall you do not know meaning the opportunity for communication is missed) • Can‟t send bulk invites to people (asking them to join)
  • 34. Facebook Group Pros • Allows you to send out “bulk invites” • Can send direct messages to all members • Ability to pre-approve members before they can join Cons • Not indexed by search engines • Lose message feature if group grows bigger than 5,000 member • Cant sync with blogs or twitter posts • No vanity URLs
  • 35. YouTube • YouTube is fast evolving into a search engine with its very own algorithm (2nd biggest search engine out there) • Algorithm includes allot of similarities to the search engines; - Views - Comments - Content optimisation - Links => which increases views etc
  • 36. INTEGRATE Your Website Your Fabulous Blog
  • 37. Case Study – City Inn
  • 38. City Inn Advent Calendar
  • 39. City Inn Advent Calendar • Generated the equivalent of 50% of their average monthly traffic • Increased email database considerably • Significant visibility and reach through referring traffic • Twitter followers increased by 300%
  • 40. City Inn YouTube Channel
  • 41. When you get to know your neighbour you are likely to talk about something trivial like the weather. You don’t go straight into personal details!
  • 42. If it‟s too good to believe, it probably is. • There are so many stats out there that makes Social Media sound like the best thing since sliced bread. • The social media tidal wave is here, just don‟t get swept away. • Think before you go! And trust your instintct!
  • 43. Online Way of Speaking – in the Real World “You are such a boring speaker ” Follow on twitter via #sessocial Video will be posted on stateofsearch.com
  • 44. Thank You! @lisadmyers Email: lisa@vervesearch.com Web: www.vervesearch.com Twitter: @VerveSearch www.seo-chicks.com Twitter: @SEOChicks