2. Michael Weiss
Internet Strategy, Marketing and
Development
Founded imagistic in 1997
Clients include
CPK
ACLU
Estee Lauder
First 5 LA
Technicolor
Hollywood.com
3. Agenda
Web 2.0
Tool Sets
User Generated Content
Social Networking Fatigue
Social Media
Blog Influencers
Conversation Monitoring
Content
Traditional Media = Monologue
Social Media = Dialogue
4. Web 2.0
Too many definitions
Changes from 1.0 to 2.0
Britannica Online
Wikipedia
Stickiness Syndication
Personal Web Sites
Blogs
Publishing Participation
Ofoto Flickr
Email Twitter
5. Web 2.0 – Tool Sets
User Generated Content
First – let’s search for it
www.google.com
Let’s quickly discuss Google
and how it works
SEO
How Social Media Helps
Linking
The “Cool Kids” Theory
SEM
When to pay for clicks
7. Social Networking
Sites
Facebook links your past – 276 million
uniques
Do you really want to broadcast this?
LinkedIn is your present – 37 million
members
Great business tool
Twitter is your future – 1.5 million Tweets a
day
The current killer app
http://www.social-cache.com/2009/02/facebook-linkedin-twitter-past-
present-and-future
Why people choose to visit online social
sites:
Who likes me?
Is everything okay?
How can I become more popular?
What's new?
I'm bored, let's make some noise
Seth Godin, March 24, 2009
8. Social Media
Social Media Marketing = Word of Mouth =
Awareness
Social media marketing is
harnessing that media to
drive conversation, build
awareness and spark word of
mouth around a brand,
individual or particular
subject matter.
9. Social Media
Find those consumers
Listen to them
Amplify their voice
Engage them with the
information and content they're
asking for.
Zicam is focusing on the word Cold and following it
on Twitter; then they are hitting people with
coupons
10. Social Media
Your audience is living in the
new media space
On Social Networks
(Myspace, Facebook, LastFM)
Sharing and Bookmarking sites
(Digg, Stumbleupon)
Opinion and voting sites
UGC and video sites
(YouTube, DailyMotion)
And a variety of communities and
blogs targeting niche interests.
11. Social Media – The Good
New Band – Chickenfoot
Wikipedia
Facebook
MySpace
Mahalo
The Noise Board
Word Press
Industry Blogs/Sites
UltimateGuitar.com
Van Halen News Desk
12. Social Media – The Bad
According to a recent study
by the Society for New
Communications
Research, 59% of
consumers use social
media to vent their
frustrations about service
experience, and research
other consumers’
experience with service
before dealing with them.
Example: The Tax Club
Google Results
13. Social Media – The Ugly
Leann Rimes
Caught on a Security Camera
Her Blog
He states on Twitter “I Love My Wife!”
The Blogosphere
Allie Is Wired – play by play
LaineyGossip – 70k uniques/month
Perez Hilton – 242 M global page
views/month
Just Jared – 51 M global page
views/month
14. Social Media – Blog Influencers
These people will
become your best
friends
There are blogs for
every topic
Find the top 10 and get to
know them
A mention on an
influential blog can do
wonders for your brand
And it’s basically free
marketing!
15. Social Media – Conversation Monitoring
Blogs, Boards, Forums
They are talking about
you
Find them
Get into the conversation
Influence it
Control it
This is a daily activity
16. Content
Your content is a living thing
As you spread the word through
many channels it is critical your
content is well written, concise and
consistent.
When you broadcast your message
on many channels you are in fact
extending and strengthening your
brand.
It is crucial that all of your outlets
support each other and create the
sense of an integrated and
consistent image.
17. Content – It’s a Conversation
Marketing on the web used
to be pushing content to
your audience, hoping they
would read
it, consider, select, purchase
, use, and recommend.
Now, online marketing is a
conversation between you
and your audiences.
User generated
content, regardless if you
like it or not, is now part of
your content strategy. And
with that, comes the
responsibility to manage it.
18. Content - Management
Managing content has
become an everyday
activity.
Managing content has
become a responsibility.
There are tools that can
help you do this
Content Management
Systems
Software As a Service
Installed
Open Source
The Good, The Bad, The
Ugly
19. Conclusion
Social Networking = Bad
Community = Good
Take control of your
content
Accept the fact that
people are talking about
you
So be careful about what
you say and how you say
it.
Any Questions?