SOCIAL MEDIA VS SEARCH ENGINE OPTIMIZATION

What is social media?Social media is a tool to interact with others online.Look who’s talking about:your customersyour donorsyour volunteersyour employeesyour investorsyour criticsyour fansyour competition.... anyone who has internet access and an opinion.

The conversation is powered bySocial Networks : LinkedIn. MySpace, FaceBookNews & Bookmarking : RSS, Digg, Delicio-us Blogs: Blogger, WordpressMicroblogging: Your ownVideo Sharing: VimeoPhoto Sharing: FlickRMessage boards: Any website Wikis: Wikepedia.comVirtual Reality: Second LifeSocial Gaming: ZyngaRelated: PodcastsReal Simple Syndication (RSS)

Small markets are the new mass market“It is about putting the ‘public’ back in Public Relations and realizing that focusing on important markets and influencers will have a far greater impact than trying to reach the masses with any one message or tool.”Brian Solis, The Social Media Manifesto

Search Engine Optimization

Search Engine Marketing Organic Listings:SEO Paid Listings: PPC

Search Engine Marketing Search Engines Facts: Internet users prefer organic listings (74% Google.com & 61,5% Yahoo.com)Internet users just trust Google, which means that being listed in google’s 1st page becomes synonymous with quality of your brand. Lack of such listings just means that you don’t worth being there. As simple as that.

Internet users prefer organic listings (74% Google.com & 61,5% Yahoo.com)

Internet users just trust Google, which means that being listed in google’s 1st page becomes synonymous with quality of your brand. Lack of such listings just means that you don’t worth being there. As simple as that.

Search Engine Marketing Page Ranking

Search Engine Marketing How do you improve your visibility? Directory submission to Search Engines Article submission Links from online Press Releases & Blogs, RSS Feeds Viral videos

Directory submission to Search Engines

Article submission

Links from online Press Releases & Blogs, RSS Feeds

Viral videos

Traffic increase for Expedited Courier Group using only SEO

Word of mouth is the future of marketingMarketers can effectively use social media byinfluencing the conversation. One way to do this is by delivering great customer service experiences.

Social media influences people91% say consumer reviews are the #1 aid to buying decisions- JC Williams Group87% trust a friend’s recommendation over critic’s review - Marketing Sherpa3 times more likely to trust peer opinions over advertising for purchasing decisions- Jupiter Research 1 word-of-mouth conversation has impact of 200 TV ads- BuzzAgent* Slide courtesy of Digital Influence Group

People are using social mediaSocial media sites are the fastest-growing category on the web, doubling their traffic over the last year. 73% of active online users have read a blog45% have started their own blog57% have joined a social network55% have uploaded photos83% have watched video clipsUniversal McCann’s Comparative Study on Social Media Trends, April 2008. 17,000 respondents from 29 countries, *using internet at least every other day

Social media marketing is growing

Leveraging social mediaSocial media can help you in all stages of marketing, self-promotion, public relations, and customer service: researchstrategic planningimplementationevaluation

Social media is practicalLearn what people are saying about youCreate buzz for events & campaignsIncrease brand exposureIdentify and recruit influencers to spread your messageFind new opportunities and customersSupport your products and servicesImprove your search engine visibilityGain competitive intelligenceGet your message out fastRetain clients by establishing a personal relationshipBe an industry leader – not a follower

Social media is measurableReachWebsite visits / viewsvolume of reviews and commentsIncoming linksAction & InsightSales inquiriesNew businessCustomer satisfaction and loyaltyMarketing efficiencyEngagement & InfluenceSentiment of reviews and commentsBrand affinityCommenter authority/influenceTime spentFavourites / Friends / FansViral forwardsNumber of downloadsSource: The Digital Influence Group, Measuring the Influence of Social Media

Social media is not freeResources required for social media may include:Strategic consultationTrainingCreating contentIntegrating toolsDistributing contentRelationship managementMeasuring value of your time

Puzzled? Use the magic poison from…

KEYS TO SUCCESS1. Make a plan for SEODiscovery(people, competition, and search engines)Skills(identify internal resources and gaps. Find the most competitive keywords for your business) Maintenance(monitor and adapt) Strategy(opportunities, objectives)Execution(tools, integration, policies, and process)

CASE STUDYH & R Block – Multi-tier Social Media ApproachYouTubeMySpaceFacebookTwitterEHarmony“Digits” (their own online community)Virtual communities – Second LifeSource: http://www.podtech.net/home/5209/h-block-social-media-programs-success

CASE STUDYH & R Block – Clear GoalsLeveraged core goals across all networks:Reinforce their brand as tax expertsDeliver on advocacy positioning of the brandPresent the brand as being innovativeThrough “unexpected and meaningful interactions with consumers”

CASE STUDYH & R Block – ObservationsBe community appropriateand relevant(interacting on Second Life is different than YouTube)It’s not free - Human capital increased as media buys decreased – Ask yourself if this is successful how do you scale it?

CASE STUDYH & R Block – Measuring ROIBrand PerceptionEvaluated brand metrics through a brand tracking studyEngagement600,000 YouTube views1 million unique visits to their community siteWord of MouthIncreased online mentions in blogs, forums, and other social media

First Mistake… Avoiding real people

KEYS TO SUCCESS2. ListenFind where your audience is participating and indentify the influencersRead industry blogs (including comments)Google your company name & your competitionFind tools that can help you listen

KEYS TO SUCCESSCrowd sourcing – submit, discuss, voteTap into the wisdom of the crowd to access a wider talent pool and gain customer insightCompanies that use crowd sourcing include:Starbucks (MyStarbucks)Dell (Ideastorm)DuPontNetflixWikipediaiStockphoto.comThreadless.comMechanical Turk (Amazon)

CASE STUDYChevy – ChevyApprentice.comChevy contest asks people to create a winning commercial for the Tahoe SUVWebsite gives people online tools to make their own commercials including the ability to customize text

CASE STUDYChevy – ChevyApprentice.comUsers subvert contest with ads slamming the Tahoe brandChevy eventually removes the website displaying videos critical of their productMany parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)

CASE STUDYChevy – ChevyApprentice.comLessons learned:Be careful when you ask for …. user generated content can’t be controlledIf you’re going to ask people their opinions be prepared to have a conversation

KEYS TO SUCCESS3. Be transparent & honest Avoid puffery(people will ignore it)Avoid evasion and lying(people won’t ignore it)Companies have watched their biggest screw-up's rise to the top 10 of a Google searchAdmit your mistakes right away

KEYS TO SUCCESS4. Share your contentDon’t be afraid to share. Corporations, like people, need to share information to get the value out of social media Make your content easy to shareIncorporate tools that promote sharing:Share This, RSS feeds, Email a friend

KEYS TO SUCCESS5. Be personal and act like a personDon't shout. Don't broadcast. Don’t brag. Speak like yourself – not a corporate marketing shill or press secretaryPersonify your brand – give people something they can relate to.

KEYS TO SUCCESS6. Be proactive Don’t wait until you have a campaign to launch - start planning and listening nowBuild relationships so they’re ready when you need them

THE TOOLSVideo sharingVideo sharing sites let you upload videos and share them with people.They’re a perfect repository for video blogs, taped seminars, witty Power Points, commercials, how-to’s and a behind-the-scene look at your organization.

Video is a social media tool and it helps with SEO

REFERENCESUseful resourcesPR 2.0 BrianSolis.comSocial Media Today socialmediatoday.comSocial Media Trader socialmediatrader.comWeb Strategy by Jeremiah web-strategist.com/blogOnline Marketing Blog toprankblog.comGroundswell Blog blogs.forrester.com/groundswellChris Brogan chrisbrogan.comMicropersuasionmicropersuasion.comSix Pixels of Separation twistimage.com/blogPR Squared pr-squared.com

INSPIRATION & CREDITSInspiration CreditsSocial media Is....slideshare.net/leewhite/social-media-is The Social Media Manifestobriansolis.com/2007/06/future-of-communications-manifesto-for.html Making the connections, Social Media Expert. Tactica CommunicationsGroundswell Blogblogs.forrester.com/groundswell/2007/12/the-post-method.htmlMeasuring the influence of social mediaslideshare.net/DigitalInfluence/business-impact-of-social-media

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