Managing Social MediaSocial Media Marketing from Start to FinishLorna LiGreen Marketing 2.0

About MeLorna Li (aka @lornali)Social SEO Manager at salesforce.comFounder Search Marketing SalonSearch and social media marketing consultantBlogger at bub.blicio.us covering Web 2.0 startups10 years in the nonprofit sector

Social Media: Valuable Marketing Channel or Total Time Suck?Best practices for well managed social media strategy & plan:Define your social media strategyMap your social media universeIdentify your social networksPromote your content or launch a social media campaignAnalyze social media metricsPrioritize and manage social media engagement

Define Your Social Media StrategyEvaluate your resourcesYouYou and an internYou and an agencyAnalyze your target audienceDemographic analysisPsychographic analysisIdentify campaign goals & objectivesIncrease trafficIncrease advertising click-thrusGrow membershipEstablish metricsSource: www.elliance.com

Map Your Social Media UniverseWhere Does Your Audience Live? Blogs and other online publications Twitter and other microblogging communitiesForums and discussion boardsSocial networks Social bookmarking communities Social news sites Social music sites Video and photosharing sites Wikis

Identify Your Social Networks1. Establish a Presence Among the MassesFacebook – 100M+ Unique VisitorsTwitter – 20M+ Unique VisitorsLinkedIn – 12M+ Unique Visitors2. Identify the Social Networks for Your NicheIndustry specific social networks and forumsA-List blogs and online publicationsIndustry influencers – where do they spend their time?

Top 20 Social Network SitesSource: Neilsen Online www.netratings.com

Niche Social Network

Evaluating a Social NetworkSite activityNumber of membersMember activityRelationships createdFrequency of posting & commentingTime/ date of last commentNumber and type of content createdNumber of blog postsNumber of discussion threadsNumber of RSS subscriptions

Promote Your Content1. Evaluate your contentArticles and blog postsImages, video, PowerPoint presentationsDownloadable PDFs2. Make your content discoverable via social media sitesUpload videos to YouTubeUpload PowerPoint presentations to SlideShareUse TwitterFeed to autopublish blog postsUpload documents for to ScribdConsolidate social media feeds into FriendFeed2. Actively promote content to your communityTweetEngage bloggersShare on Facebook

Social Media OptimizationMake sure your content is keyword richKeywords in title & headingsKeywords in contentKeywords in link textKeywords in tagsThat way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.

Social Media Engagement

Social Media MetricsThird Party Social Media SitesNumber of submissions/ commentsNumber of friends, fans, members over timeNumber of videos / photo viewsNumber of subscribers (email, RSS)Number of blog / wall commentsNumber of trackbacksNumber of # hastags% increase in organic search trafficWeb Site Analytics Number of page viewsNumber of visits / unique visitorsReferrer data – which social media sites send most traffic?Time on site & bounce rateSearch engine keywords Goal conversion

Measurement ToolsSocial Media MonitoringSocialMentionGoogle AlertsTwitter SearchTweetBeepBoardreadercoCommentRadian 6Website Analytics & Click TrackingGoogle AnalyticsOmnitureBit.ly

Bit.ly - URL shortener

Bit.ly - URL shortenerWhy Use Bit.ly?Allows you to shorten a long urlTracks how many people clicked on itAssigns a permanent 301 redirect, so link juice is passed to original content

Allows you to shorten a long url

Tracks how many people clicked on it

Assigns a permanent 301 redirect, so link juice is passed to original content

Measurement Tools

Prioritizing Social MediaSource: www. beth.typepad.com

Social Media EngagementListen: 5 hours a weekUse social monitoring toolsMake listening a daily habitUnderstand what is being said about your company and /or industryParticipate: 10 hours a weekEngage in meaningful, authentic conversationsPromote: 10-20 hours a weekBuild trust with your communityDistribute content in the social webMeasure resultsCommunity Building / Social Networking: 20+ hours a week Continue to grow and strengthen your network

Social Media Productivity ToolsTwitter Productivity ToolsTweetDeckTwitterFeedSplitTweetMulti-Platform Productivity ToolsPing.fmPower.comFriendfeed

Questions?Email: lorna@searchmarketingsalon.comTwitter: @lornaliLinkedIn:LinkedIn.com/in/lornaliWebsite: www.LornaLi.com