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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

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

    • master classsearch + social media marketing massimo burgio PARTS 5-7 global search interactive / sempo TOOLS SMM 15 november 2010 VIRAL holstebro, denmark
    • master classsearch + social media marketing PART 5 TOOLS
    • social media marketing blog SEO • meta tags, keywords • search engine friendly copywriting • URLs, categories, tags, RSS • links, images, embedsMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media marketing blog SEO • meta tags, keywords • search engine friendly copywriting • URLs, categories, tags, RSS • links, images, embeds social media optimization • profiles, links, MAO, RSS • pages, groups, apps • tools, time, resources, ethicsMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • social media marketing blog SEO • meta tags, keywords • search engine friendly copywriting • URLs, categories, tags, RSS • links, images, embeds social media optimization • profiles, links, MAO, RSS • pages, groups, apps • tools, time, resources, ethics social media marketing • content, channels, frequency • pages, groups, fans, friends, apps • tools, time, resources, ethics • social media policyMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • the dark side of social media marketing 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 shoutMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • why you need a social media policy • to protect your company and brand • to protect your employees • to protect your audienceMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • basic blog tools: blog platformsMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • basic blog tools: wordpress rocksMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • blogging basics: the very basic 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 networksMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • 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 analyticsMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • blogging basics: blog design fundamentals • homepage / post templates • remember functionalities (plugins) designers tips • before designing a blog, benchmark • customize your CSSMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • blogging basics: editorial strategiescommenting on other blogs• less time / freedom of frequency• no control on main message• can generate traffic / generates authority• source can be e-fluentialcreate your own blog• time-consuming / need of editorial team• more control on messages• SEO effect• shows your personalityguests authors’ blogs• very time-consuming• difficult to recruit authors• long time commitment• shows your personality• generates high authorityMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • microbloggingMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • microblogging 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 …Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • master classsearch + social media marketing PART 6 SMM
    • social media basics: social networks 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 • listen and participate to conversations • engage with all target groups and pagesMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • 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 engagingMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • digital identity evolution WEB 1.0 WEB 2.0 source: territorio creativoMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • more social media mandalas COMMUNICATION SOCIAL CUSTOMER MEDIA PRODUCT CARE MARKETING DEVELOPMENT ADVERTISING source: territorio creativoMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • conversation tone on social media networksMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • conversation tone on social media networksMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • talking about manners: facebook etiquette http://bit.ly/fb-mannersMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • how to get your facebook account disabledMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • 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 refusedMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • master classsearch + social media marketing PART 7 VIRAL
    • latest viral videos: a life on facebook http://bit.ly/life-on-facebookMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • definition of viral marketing 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.Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • how viral marketing works 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 baitingMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • components of a viral marketing campaign 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 • shockingMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • online / offline viral channels 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, unconventionalMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • how to plan and run a viral campaign 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 analysisMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • 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
    • the three E of a viral marketing campaign educational entertaining enlighteningMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • the five E of a viral marketing campaign educational entertaining enlightening engaging ethicMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • advantages and disadvantages of viral mktg 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 controlMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • classic mistakes in viral marketing not defining goals for the campaign • 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 mindMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • classic mistakes in viral marketing not knowing the process / steps of viral campaigns • 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 campaignMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • classic mistakes in viral marketing 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 complicatedMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • classic mistakes in viral marketing 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 networksMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • classic mistakes in viral marketing 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 campaignMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • a few last words on viral marketing targeting 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?Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • one of the top viral videos of all times: OK GO http://bit.ly/OKGO-viralMassimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio
    • master classsearch + social media marketing NEXT SMO
    • tak!massimo burgioglobal search interactive / sempowww.globalsearchinteractive.netwww.sempo.orgmassimo@globalsearchinteractive.netfacebook.com/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio