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Danish Masterclass 3: Tools, Viral + Social Media Marketing Training

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Third part (3/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk. …

Third part (3/4) of the training material I prepared for the Masterclass of Digitalmarketingforung DM10 in Holsterbro, Denmark http://www.dm10.dk.
Topics: Web Marketing Tools, Viral Marketing, Social Media Marketing. Check out the complete series of presentations here on Slideshare.
More social media marketing news, info and presentation at my blog http://www.globalsearchinteractive.net

Published in: Technology, Business

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  • 1. master class search + social media marketing 15 november 2010 holstebro, denmark massimo burgio global search interactive / sempoPARTS 5-7 TOOLS SMM VIRAL
  • 2. master class search + social media marketing PART 5 TOOLS
  • 3. blog SEO • meta tags, keywords • search engine friendly copywriting • URLs, categories, tags, RSS • links, images, embeds social media marketing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 4. social media optimization • profiles, links, MAO, RSS • pages, groups, apps • tools, time, resources, ethics social media marketing blog SEO • meta tags, keywords • search engine friendly copywriting • URLs, categories, tags, RSS • links, images, embeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 5. social media marketing • content, channels, frequency • pages, groups, fans, friends, apps • tools, time, resources, ethics • social media policy social media marketing social media optimization • profiles, links, MAO, RSS • pages, groups, apps • tools, time, resources, ethics blog SEO • meta tags, keywords • search engine friendly copywriting • URLs, categories, tags, RSS • links, images, embeds Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 6. digital rights vs. distribution • facebook TOS • RSS feeds • creative commons privacy vs. communication • what privacy? • tone of communication • active participation ethics vs. spam • transparency • opt-in / no spam • listen, don’t shout the dark side of social media marketing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 7. • to protect your company and brand • to protect your employees • to protect your audience why you need a social media policy Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 8. basic blog tools: blog platforms Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 9. basic blog tools: wordpress rocks Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 10. blogging basics • blog SEO = website SEO • right platform, right plug-ins • fresh, relevant, optimized content • post frequently • use both categories and tags • create and optimize RSS feeds • list your blog in blog directories • submit RSS feeds to feed engines • participate in the blogosphere • participate in social networks blogging basics: the very basic Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 11. blogging basics: blog SEO blog SEO basics • put blog post title before blog name in title tag • always use permalinks and trackbacks • adopt heading tags (h1 , h2, h3) in blog template • keywords in post title, body, anchor texts • add keywords and descriptions to metatags • don’t forget keyword density, proximity, ratio • focus on content relevancy • links to reference sites – less is best • eliminate dead links • link to other articles in your blog • alt / title attributes in images • avoid duplicate content • always use a clean code • create and submit a sitemap • use a robots.txt file • implement google analytics Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 12. fundamentals • homepage / post templates • remember functionalities (plugins) designers tips • before designing a blog, benchmark • customize your CSS blogging basics: blog design Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 13. blogging basics: editorial strategies commenting on other blogs • less time / freedom of frequency • no control on main message • can generate traffic / generates authority • source can be e-fluential create your own blog • time-consuming / need of editorial team • more control on messages • SEO effect • shows your personality guests authors’ blogs • very time-consuming • difficult to recruit authors • long time commitment • shows your personality • generates high authority Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 14. microblogging Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 15. more than just twitter • facebook status update • linkedin status update • yahoo! status update • youtube status update • foursquare / gowalla … • tumblr.com • plurk.com • pownce.com … • friendfeed • hellotxt … microblogging Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 16. master class search + social media marketing PART 6 SMM
  • 17. social media basics • listen and participate to conversations • engage with all target groups and pages basic tools: social networks • facebook: marketing tool and social phenomena • facebook: users, pages, groups, apps and more • basic networks: facebook, youtube, flickr, linkedin • basic networks (travel): tripadvisor, trivago, google maps • other tools: twitter, podcast, sweepstake, video social media basics: social networks Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 18. one to one social media engagement networks are for networking • complete info and links in profiles • friends + groups + fan pages • emails + comments + bulletins • active profiles (questions, polls) • fresh quality content • pay attention to other users’ issues • don’t forget to tag media • link building – a lot • no spam, please! • stop marketing, start engaging Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 19. WEB 1.0 WEB 2.0 digital identity evolution source: territorio creativo Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 20. more social media mandalas ADVERTISING COMMUNICATION PRODUCT DEVELOPMENT CUSTOMER CARE SOCIAL MEDIA MARKETING source: territorio creativo Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 21. conversation tone on social media networks Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 22. conversation tone on social media networks Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 23. talking about manners: facebook etiquette http://bit.ly/fb-manners Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 24. how to get your facebook account disabled Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 25. how to get your facebook account disabled you can lose your facebook account for • not being human / using a fake name • being reported for abuse by other users • using a personal profile to promote a business/organization • posting copyrighted material • importing too many RSS feeds to facebook notes • promoting business on walls / pages / groups • scraping information off facebook • getting reported by other users for abuse • adding too many friends at once • joining too many groups • post the same message on too many walls • sending out identical personal messages to several friends • placing too many links on posts or messages • sending too many pokes at once • insisting on placing facebook ads that have been refused Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 26. master class search + social media marketing PART 7 VIRAL
  • 27. latest viral videos: a life on facebook http://bit.ly/life-on-facebook Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 28. what is viral marketing? wikipedia viral marketing and viral advertising are terms used to refer to marketing activities leveraging existing social networks to produce exponential effects in brand awareness, by means of a self-replication process analogue to virus spread-out. short version initiatives that incentives users to share a marketing messages with their friends in a voluntary way, generally by word of mouth or electronically. definition of viral marketing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 29. about viral campaigns • hotmail: the pioneer • the virus analogy • not all viral campaigns work • psychology of target audience is key • creativity unlocks the viral spread • credibility + quality overall • effective + quick management • don’t forget a call-to-action • the perfect link baiting how viral marketing works Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 30. viral channels • internet / web / email • social networks • snail mail (database) • offline viral elements • existing network / database • interaction / relations • follow-up after the campaign viral keys • funny • useful and unique • spectacular • shocking components of a viral marketing campaign Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 31. online viral channels • email, advergaming, web • blogs, forums, social networks • youtube, facebook, adsense, itunes offline viral channels • radio, mobile, user desktop • advergaming, product placement • guerrilla marketing, unconventional online / offline viral channels Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 32. steps of a viral marketing campaign • opportunities analysis • set metrics, goals and KPIs • design creative campaign • develop all necessary formats • identify e-fluenciales • get seeding channels ready • launch the campaign --- e-fluenciales and their networks --- social networks --- email marketing --- other channels / media • execute the campaign • measuring of results / feedback • last minute interventions • final reporting • data / goals analysis how to plan and run a viral campaign Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 33. viral marketing ethics key principles • happy users will always express positive values about a brand • word of mouth marketing’s goal is to give power to the users honesty of ROI • honesty of relationship how will we ensure bloggers disclose their relationship and participation in this marketing program? • honesty of opinion what measures will ensure that we are not influencing bloggers to say anything other than their own honest/genuine opinion? • honesty of identity does this program mislead the public in any way that could damage the reputation of our company? Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 34. educational entertaining enlightening the three E of a viral marketing campaign Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 35. educational entertaining enlightening engaging ethic the five E of a viral marketing campaign Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 36. advantages • (generally) low cost • easy to transmit • start with existing network • runs on external resources • it will become alive disadvantages • lots of time-material • not easy to control advantages and disadvantages of viral mktg Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 37. not defining goals for the campaign classic mistakes in viral marketing • buzz: launch new products, support promotional campaign, create brand awareness • PR: create a case for your public relation strategy • lead acquisition: increment of data base for direct marketing actions • sales: channel traffic towards ecommerce site or special promotions • advertainment: associate a brand to a viral advertising messaging • brand equity: viral interaction between users and brand / top of mind Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 38. not knowing the process / steps of viral campaigns classic mistakes in viral marketing • strategic: identifying goals, and interaction with marketing plan • creative: developing of creative ideas in all necessary format • production: different format need different media and different production time and cost • seeding: launching the campaign by “seeding” the target networks and relevant e-fluential users • tracking: measuring traffic and performance of the viral campaign Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 39. fearing viral campaigns • better not to run one, then… thinking viral = internet • best virals are cross-media: web, mobile, email, TV, offline... thinking viral = stupid or sexy videos • there are many creative ways to be viral thinking viral cannot be local • think geotargeting forgetting about creativity and quality • a badly designed gaming platform will never get viral forgetting about simplicity • viral marketing doesn’t have to be complicated classic mistakes in viral marketing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 40. not knowing why it has to be viral • probably because viral campaigns are trendy setting too many goals for the campaign • set realistic goals, and be ready to accept the reality using the word “viral” in creative content • some users may skip the campaign thinking about viruses using the same creativity as in TV spots • campaign content should be new and exclusive asking the agency to make “a game”, or “a movie” • format should be determined by campaign goals and budget buying a mailing list • more successful if spread by e-fluentials of your target networks classic mistakes in viral marketing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 41. not using adequate hosting for traffic • it sounds great in PR when server crash because of high traffic, but… fossilizing your attention on figures and ROI • best campaigns are not necessarily those with million views on youtube. better focusing on planned goals and measuring according preset KPIs not taking in consideration the cost of each step • viral campaigns macro steps are production, seeding, managing. most companies pay only for production, leaving the rest to the agency’s discretion not working with a specialized agency • viral marketing is art and science. not all agencies have the right resources to create and run a viral marketing campaign classic mistakes in viral marketing Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 42. you can select the networks • the more natural way to start you can select the channels • the most important part in planning you can select the e-fluencers • but after this the campaign will go on its own you can select the messaging • don’t forget that best viral campaigns are those that allow interaction/customization from users you cannot select the final audience • it’s a viral campaign, right? a few last words on viral marketing targeting Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 43. one of the top viral videos of all times: OK GO http://bit.ly/OKGO-viral Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
  • 44. master class search + social media marketing NEXT SMO
  • 45. massimo burgio global search interactive / sempo www.globalsearchinteractive.net www.sempo.org massimo@globalsearchinteractive.net facebook.com/massimoburgio twitter.com/massimoburgio linkedin.com/in/massimoburgio slideshare.net/massimoburgio tak!