Social Media Marketing From Start To Finish
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Social Media Marketing From Start To Finish

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Want to launch a social media marketing program on a bootstrap budget, but don't know how to begin?...

Want to launch a social media marketing program on a bootstrap budget, but don't know how to begin?

This presentation covers the basics of setting up a social media marketing program, such as how to:
- Define your social media strategy
- Map your social media universe
- Identify your social networks
- Promote your content or launch a social media campaign
- Analyze social media metrics
- Prioritize and manage social media engagement

Also covered are several useful social media productivity tools.

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Transcript

  • 1. Managing Social Media
    Social Media Marketing from Start to Finish
    Lorna Li
    Green Marketing 2.0
  • 2. About Me
    Lorna Li (aka @lornali)
    Social SEO Manager at salesforce.com
    Founder Search Marketing Salon
    Search and social media marketing consultant
    Blogger at bub.blicio.us covering Web 2.0 startups
    10 years in the nonprofit sector
  • 3. Social Media: Valuable Marketing Channel or Total Time Suck?
    Best practices for well managed social media strategy & plan:
    Define your social media strategy
    Map your social media universe
    Identify your social networks
    Promote your content or launch a social media campaign
    Analyze social media metrics
    Prioritize and manage social media engagement
  • 4. Define Your Social Media Strategy
    Evaluate your resources
    You
    You and an intern
    You and an agency
    Analyze your target audience
    Demographic analysis
    Psychographic analysis
    Identify campaign goals & objectives
    Increase traffic
    Increase advertising click-thrus
    Grow membership
    Establish metrics
    Source: www.elliance.com
  • 5.
  • 6. Map Your Social Media Universe
    Where Does Your Audience Live?
    Blogs and other online publications
    Twitter and other microblogging communities
    Forums and discussion boards
    Social networks
    Social bookmarking communities
    Social news sites
    Social music sites
    Video and photosharing sites
    Wikis
  • 7. Identify Your Social Networks
    1. Establish a Presence Among the Masses
    Facebook – 100M+ Unique Visitors
    Twitter – 20M+ Unique Visitors
    LinkedIn – 12M+ Unique Visitors
    2. Identify the Social Networks for Your Niche
    Industry specific social networks and forums
    A-List blogs and online publications
    Industry influencers – where do they spend their time?
  • 8. Top 20 Social Network Sites
    Source: Neilsen Online www.netratings.com
  • 9. Niche Social Network
  • 10. Evaluating a Social Network
    Site activity
    Number of members
    Member activity
    Relationships created
    Frequency of posting & commenting
    Time/ date of last comment
    Number and type of content created
    Number of blog posts
    Number of discussion threads
    Number of RSS subscriptions
  • 11. Promote Your Content
    1. Evaluate your content
    Articles and blog posts
    Images, video, PowerPoint presentations
    Downloadable PDFs
    2. Make your content discoverable via social media sites
    Upload videos to YouTube
    Upload PowerPoint presentations to SlideShare
    Use TwitterFeed to autopublish blog posts
    Upload documents for to Scribd
    Consolidate social media feeds into FriendFeed
    2. Actively promote content to your community
    Tweet
    Engage bloggers
    Share on Facebook
  • 12. Social Media Optimization
    Make sure your content is keyword rich
    Keywords in title & headings
    Keywords in content
    Keywords in link text
    Keywords in tags
    That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.
  • 13. Social Media Engagement
  • 14. Social Media Metrics
    Third Party Social Media Sites
    Number of submissions/ comments
    Number of friends, fans, members over time
    Number of videos / photo views
    Number of subscribers (email, RSS)
    Number of blog / wall comments
    Number of trackbacks
    Number of # hastags
    % increase in organic search traffic
    Web Site Analytics
    Number of page views
    Number of visits / unique visitors
    Referrer data – which social media sites send most traffic?
    Time on site & bounce rate
    Search engine keywords
    Goal conversion
  • 15. Measurement Tools
    Social Media Monitoring
    SocialMention
    Google Alerts
    Twitter Search
    TweetBeep
    Boardreader
    coComment
    Radian 6
    Website Analytics & Click Tracking
    Google Analytics
    Omniture
    Bit.ly
  • 16. Bit.ly - URL shortener
  • 17. Bit.ly - URL shortener
    Why Use Bit.ly?
    • Allows you to shorten a long url
    • 18. Tracks how many people clicked on it
    • 19. Assigns a permanent 301 redirect, so link juice is passed to original content
  • Measurement Tools
  • 20. Prioritizing Social Media
    Source: www. beth.typepad.com
  • 21. Social Media Engagement
    Listen: 5 hours a week
    Use social monitoring tools
    Make listening a daily habit
    Understand what is being said about your company and /or industry
    Participate: 10 hours a week
    Engage in meaningful, authentic conversations
    Promote: 10-20 hours a week
    Build trust with your community
    Distribute content in the social web
    Measure results
    Community Building / Social Networking: 20+ hours a week
    Continue to grow and strengthen your network
  • 22. Social Media Productivity Tools
    Twitter Productivity Tools
    TweetDeck
    TwitterFeed
    SplitTweet
    Multi-Platform Productivity Tools
    Ping.fm
    Power.com
    Friendfeed
  • 23. Questions?
    Email: lorna@searchmarketingsalon.com
    Twitter: @lornali
    LinkedIn:LinkedIn.com/in/lornali
    Website: www.LornaLi.com