Socialmedia Openglobalmarketing10 09

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 customers
your donors
your volunteers
your employees
your investors
your critics
your fans
your competition....
anyone who has internet access and an opinion.

The conversation is powered by
Social Networks : LinkedIn. MySpace, FaceBook
News & Bookmarking : RSS, Digg, Delicio-us
Blogs: Blogger, Wordpress
Microblogging: Your own
Video Sharing: Vimeo
Photo Sharing: FlickR
Message boards: Any website
Wikis: Wikepedia.com
Virtual Reality: Second Life
Social Gaming: Zynga
Related:
Podcasts
Real 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 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.

Page Ranking

How do you improve your visibility?
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 marketing
Marketers can effectively use social media by
influencing the conversation.
One way to do this is by delivering
great customer service experiences.

Social media influences people
91% say consumer reviews are the #1 aid to buying decisions- JC Williams Group
87% trust a friend’s recommendation over critic’s review - Marketing Sherpa
3 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 media
Social 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 blog
45% have started their own blog
57% have joined a social network
55% have uploaded photos
83% have watched video clips
Universal 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 media
Social media can help you in all stages of marketing, self-promotion, public relations, and customer service:
research
strategic planning
implementation
evaluation

Social media is practical
Learn what people are saying about you
Create buzz for events & campaigns
Increase brand exposure
Identify and recruit influencers to spread your message
Find new opportunities and customers
Support your products and services
Improve your search engine visibility
Gain competitive intelligence
Get your message out fast
Retain clients by establishing a personal relationship
Be an industry leader – not a follower

Social media is measurable
Reach
Website visits / views
volume of reviews and comments
Incoming links
Action & Insight
Sales inquiries
New business
Customer satisfaction and loyalty
Marketing efficiency
Engagement & Influence
Sentiment of reviews and comments
Brand affinity
Commenter authority/influence
Time spent
Favourites / Friends / Fans
Viral forwards
Number of downloads
Source: The Digital Influence Group, Measuring the Influence of Social Media

Social media is not free
Resources required for social media may include:
Strategic consultation
Training
Creating content
Integrating tools
Distributing content
Relationship management
Measuring value of your time

Puzzled? Use the magic poison from…

KEYS TO SUCCESS
1. Make a plan for SEO
Discovery(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 STUDY
H & R Block – Multi-tier Social Media Approach
YouTube
MySpace
Facebook
Twitter
EHarmony
“Digits” (their own online community)
Virtual communities – Second Life
Source: http://www.podtech.net/home/5209/h-block-social-media-programs-success

CASE STUDY
H & R Block – Clear Goals
Leveraged core goals across all networks:
Reinforce their brand as tax experts
Deliver on advocacy positioning of the brand
Present the brand as being innovative
Through “unexpected and meaningful interactions with consumers”

CASE STUDY
H & R Block – Observations
Be 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 STUDY
H & R Block – Measuring ROI
Brand Perception
Evaluated brand metrics through a brand tracking study
Engagement
600,000 YouTube views
1 million unique visits to their community site
Word of Mouth
Increased online mentions in blogs, forums, and other social media

First Mistake… Avoiding real people

KEYS TO SUCCESS
2. Listen
Find where your audience is participating and indentify the influencers
Read industry blogs (including comments)
Google your company name & your competition
Find tools that can help you listen

KEYS TO SUCCESS
Crowd sourcing – submit, discuss, vote
Tap into the wisdom of the crowd to access a wider talent pool and gain customer insight
Companies that use crowd sourcing include:
Starbucks (MyStarbucks)
Dell (Ideastorm)
DuPont
Netflix
Wikipedia
iStockphoto.com
Threadless.com
Mechanical Turk (Amazon)

CASE STUDY
Chevy – ChevyApprentice.com
Chevy contest asks people to create a winning commercial for the Tahoe SUV
Website gives people online tools to make their own commercials including the ability to customize text

CASE STUDY
Users subvert contest with ads slamming the Tahoe brand
Chevy eventually removes the website displaying videos critical of their product
Many parodies still exist online (number one search result for “Chevy Tahoe” on Youtube)

CASE STUDY
Lessons learned:
Be careful when you ask for …. user generated content can’t be controlled
If you’re going to ask people their opinions be prepared to have a conversation

KEYS TO SUCCESS
3. 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 search
Admit your mistakes right away

KEYS TO SUCCESS
4. Share your content
Don’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 share
Incorporate tools that promote sharing:
Share This, RSS feeds, Email a friend

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

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

THE TOOLS
Video sharing
Video 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

REFERENCES
Useful resources
PR 2.0 BrianSolis.com
Social Media Today socialmediatoday.com
Social Media Trader socialmediatrader.com
Web Strategy by Jeremiah web-strategist.com/blog
Online Marketing Blog toprankblog.com
Groundswell Blog blogs.forrester.com/groundswell
Chris Brogan chrisbrogan.com
Micropersuasionmicropersuasion.com
Six Pixels of Separation twistimage.com/blog
PR Squared pr-squared.com

INSPIRATION & CREDITS
Inspiration Credits
Social 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 Communications
Groundswell Blogblogs.forrester.com/groundswell/2007/12/the-post-method.html
Measuring the influence of social mediaslideshare.net/DigitalInfluence/business-impact-of-social-media

Search Engine Optimization
Direct Mail
Newsletters
Copywriting
Viral Marketing
Social Media
E-Commerce
Web Design
Pay Per Click
Directory Listing
Analytics Tracking
Fundraising
Business Strategy
Juan Munoz Open Global Marketing5405 Tuckerman Lane Suite #412 Jefferson Inigos CrossingN. Bethesda, Maryland 20852Phone: 410-505-5551
Jmunoz@openglobalmarketing.com

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Socialmedia Openglobalmarketing10 09

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