Social Media Crash Course Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to th...
The Media in Collapse US Magazine Circulation Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs...
<ul><li>Facebook is the fastest growing consumer product in history </li></ul><ul><li>Word-of-mouth marketing spending wil...
If You’re Not Helping,  They’re Not Listening
Let’s Define Our Terms <ul><ul><li>Social Media is a set of online tools that your constituents use to communicate with gr...
<ul><li>Value-drive decision-making </li></ul><ul><li>Group consensus </li></ul><ul><li>“ Bet the business” </li></ul><ul>...
Mainstays of Social Media BtoB Magazine Survey of 387 Marketers, April, 2010
Tools for the Funnel Customer Prospect Quality Contact Sales Lead Impression Case study | Video testimonial Guided tour | ...
Learning by Listening
Start Listening <ul><ul><li>RSS </li></ul></ul><ul><ul><li>Google and Google Alerts </li></ul></ul><ul><ul><li>FeedMyInbox...
A Hands-On Example For an energy management ISV, we want to identify influencers who specialize in building environmentals.
Technorati Search Authority ratings show activity, inbound links
Examine Possibilities Signs to look for Old entries Low interaction Spam blogs Possible competitor?
Look For Interests and Relationships Blogroll show other relevant sites Who do they link to?
<ul><ul><li>v </li></ul></ul>Signs of Life Multiple social outlets Active comments Advertising Dedicated domain
Who’s Following? Facebook Twitter Inbound links
Other Venues 3,000 “fans” 9,000 “fans” 3,800 members 1,700 members
Specialty & Multi-Contributor
Five Use Case Scenarios
Customer & Competitive Intelligence Survey of 105 Marketers, April, 2010 TwitScoop TweetMeme Most E-mailed Google Trends S...
Feed Reader is a Topical Newswire Consolidate Feeds by Topic to Monitor Markets of Interest
Thought Leadership
Identify Opportunities #RFP Hash Tag on Twitter People Seek Expertise on LinkedIn And Look for Businesses on Quora
Market Research Community Surveys Blog Surveys Polls
Customer Affinity and Support Spiceworks 1.3M members National user conference; multiple regional conferences Points syste...
Lead Generation
<ul><li>OUTBOUND  </li></ul><ul><li>Bottom-up lead gen </li></ul><ul><li>Enhanced lead qualification </li></ul><ul><li>Mul...
Search Fundamentals <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text <...
25% Is On-page Invisible Description Keywords Alt Images
What we see… What Google sees
For Example…
Control What You Say About Yourself Inflow has keywords in both the domain and the page title The word “inventory” appears...
But There’s More Image “alt” tags repeat keyword Magazine feature is a valuable inbound link Social sharing enhances legit...
Did You Know… <ul><li>The top 25 Google results for “personal computer” only include one PC maker? </li></ul><ul><li>Links...
LINK LOVE Inbound links are the secret sauce of modern search engines, and the rules change all the time.
Which Link Is Better For You? Both can link to the same page, but the second link is more descriptive. If it links to you,...
What You Don’t Want Says nothing about the site Garbled page title Poor document title and description in PDF Untagged aud...
Be Visible <ul><li>Link internally </li></ul><ul><li>Link externally </li></ul><ul><li>Use tags, categories </li></ul><ul>...
Blogging for Business 73 blogs 17 bloggers 600% jump in leads Top qualit y “ Get engineers talking to engineers and get ev...
Cut Out the Middleman Today, you can take your message directly to your constituents without relying upon media intermedia...
Share Everywhere: Clickable Gurus Goal Generate Leads Tactic Build awareness by sharing domain knowledge Metrics Unique vi...
Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter
Thank you! Paul Gillin 508-656-0734 [email_address] Site: gillin.com Blog: paulgillin.com Twitter: pgillin Free bi-weekly ...
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Social Media Crash Course - A One-Hour Guide

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Topics include key terms to understand; how influence works in the blogosphere; the seven applications of corporate blogs; Why business blogs succeed and don't they’re successful; how word-of-mouth spreads influence; through other social media channels; basic overview of social networks, social news, bookmarking, micro-blogging, meetups, photo-sharing, community applications, mashups.

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  • The mainstream media in the United States is in a state of precipitous decline. Newspaper revenues have fallen by more than half since 2005 in circulation is at levels not seen since the Kennedy administration. In the magazine market, the news is not much better. Circulation at Iconic titles like woman’s Day and Redbook are off more than 70%in the past decade. While some new titles have made up the gap, the overall magazine circulation picture is trending steadily downward. In B2B publishing, the situation is even worse correct. A decade ago, technology publishers produced more than 1000 pages per week of printed magazine content aimed at business buyers. Today, almost none of those publications even exists anymore. The largest loser in magazine ad pages in 2009 was the business-to-business segment.
  • It’s no secret that social mediais growing at the expense of traditional media. The statistics are stunning. Facebook today has more than 600 million registered members, and the average Facebook user spends nearly one hour per session on the site. LinkedIn is about to surpass 100 million members and more than 200 million people use twitter. Search is the killer app of B2B social marketing. 93% of B2B buyers use search to begin the buying process and Google processes nearly 40,000 search queries per second. Social media has made it cheap and easy for businesses to publish content, a capability that was previously limited only to publishers with large capital investments. Search is the great equalizer: content that is judged useful by a large number of people voting with their links may be ranked more highly in search engines than content from venerable publishing brands. This is a key point. Everyone can now publish if he or she chooses to do so. Word-of-mouth popularity can elevate the visibility of one’s publish content very quickly. We used to rely upon the media to validate and spread our message. Today, we are the media.
  • While these developments are exciting, they also present new challenges. Visibility is no longer dependent solely upon the size of one’s advertising budget. It is now possible to gain influence by producing quality content. However, this creates new pressure on marketers to deliver a different kind of message: one that is useful and engaging. It is no longer enough to shout because customers do not have to listen.
  • Definitions of social media differ widely, but they can be generally regarded as online tools that enable people to cheaply and easily communicate with groups of others who share similar interests or job functions. The earliest forms of social media were online discussion boards which date back to the 1970s. More recently, tools like micro-blogs (Twitter) and social networks have added capabilities that enable participants to form persistent relationships (friends, follower) and to maintain personal profiles that reflect the members activity in the group. Search has been a catalyzing force in social media, because the contributions an individual or company makes to the community may be easily found using key words.
  • Characteristics of B2B interactions differ in some fundamental ways from B2C interactions. This has important implications for the selection of social media tools. Among the major differences are: B2B marketing is much more likely to focus on value than experience. Value can be expressed in many ways, including price/performance, the fit with the customer’s business objective, flexibility, and compatibility with existing systems. The “Wow!” factor that is so important to many consumer buying decisions rarely means much in business engagements. B2B buying decisions are usually made by groups, whereas consumer buying decisions are made by individuals. This means that B2B marketing programs must influence multiple people at multiple stages of the buying process, and each of those individuals has different priorities. The chief financial officer (CFO), for example, is focused on return, whereas the product manager may be thinking more about user experience or lead generation. Business buying cycles are longer than consumer buying cycles. This is primarily because more dollars are at stake and more people are involved in the decision. B2B companies prefer to choose suppliers for the long-term and avoid disruptive and expensive changes. This means that much more research usually goes into a B2B decision than a B2C decision. Business buying decisions are more likely to be a commitment than consumer buying decisions. The viability of the manufacturer, its quality of support, and its future product road maps have significant influence on these decisions. Once the sale is made, buyer and seller are bound together in an ongoing dialog. Relationships play a more important role in B2B than in B2C decisions. In some cases, business buyers bet their careers on the choices they make. They need to feel confident that their supplier will validate the soundness of their judgment. Service and support are essential decision factors. Down time is expensive. Business customers expect their problems to be solved when they need them solved. B2B sales have lots of moving parts. At the high end in particular, contracts are often custom bid and may include bundled services, special discounts, and detailed price schedules.
  • Because of these factors, the social media tools favored by B2B marketers differ from those preferred by the to see marketers. Research by B2B magazine found that blogs and LinkedIn, which are relatively rarely used in B2C scenarios, are the top two choices of B2B marketers.
  • B2B marketing uses the concept of the sales funnel to depict the process by which a prospect enters a company’s orbit and eventually becomes a customer. Content assets need to be deployed with the goal of addressing a prospects needs at each level of the funnel. Some of these assets, such as case studies and white papers, have been around for a long time. Social media adds new options for publishing this information, and some social media can be used at multiple stages of the funnel. For example, podcasts may be used to make a first impression and also to provide detailed technical information for a prospect who is in the later stages of a decision. Some people argue that social media flattens the funnel because prospects can now do significant research and can become quite educated before contacting a vendor. This adds a dimension to collateral development, since marketers can no longer assume that someone engaging with the company for the first time is at an early stage in the buying process.
  • Companies that are just getting started with social media would do well to listen before talking. This section covers tools that can be used to set up a listening dashboard.
  • The best way to start listening is by identifying people, organizations and topics that are relevant to your business. These are best found with search engines. Google and Google Alerts can be used to monitor activity around a certain string of text. Updates can be delivered via e-mail or in an RSS reader. Many types of content, ranging from tweets to blog entries to search results, can now be captured as RSS feeds that update each time a user opens an RSS reader. This saves time by giving the user a single place to view all recent activity and also creates a persistent record. For example, a twitter feed can store tweets indefinitely, whereas twitter search only works for the past two or three months. Here are some specialized tools you can use to monitordifferent kinds of conversations: FeedMyInbox ( http://www.FeedMyInbox.com ) delivers RSS feeds as e-mail messages. Social mention ( http://socialmention.com ) monitors 80+ social media properties for keywords including Twitter, Facebook, FriendFeed, YouTube and Digg. Note that not all conversations in these properties are public information. Omgili ( http://omgili.com/ ) monitors communities, message boards and discussion threads. Twitter search ( http://search.twitter.com/ ) is the best twitter search engine, although it searches only a few weeks of recent twitter history. Google’s Realtime Search ( http://www.google.com/realtime/ ) has a longer archive but is not as complete or current as twitter search. There are many other tools for searching twitter, such as Monitter, Twitterfall and Trendistic. Each has its pluses and minuses. LinkedIn updates search ( http://linkedin.com ) delivers up to two weeks worth of updates by LinkedIn members. Searches can be limited by geography, industry, job title and other factors. Google’s “Similar” search shows webpages similar to the individual search results. Look just below a search result and click on ‘Similar.’ Boardtracker ( http://v2.boardtracker.com/)searches multiple discussion boards. YouTube search ( http://www.youtube.com ) searches video content on YouTube by relevance, date and channel. It is particularly useful for finding collections of videos posted by a single account. Google Blog Search ( http://blogsearch.google.com/ ) searches only blogs. Note that the exact definition of a blog is somewhat subjective, so search results are not always reliable. Technorati ( http://technorati.com ) search both blogs and posts and has extra features for rating the popularity and topical focus of a blog. Delicious ( http://delicious.com ) is a social bookmarking service in which all of the content is posted by members. It is an effective complement to Google because search results have effectively been “voted” by members. Flickr ( http://www.flickr.com ) searches images in the Flickr library of billions of photographs by title, description and tag. Slideshare ( http://www.slideshare.net ) is a searchable collection of presentations in PowerPoint and PDF format.
  • One valuable outcome of effective listening is that it enables you to identify people who have influence in your market. Let’s look at how to measure influence and decide who merits special attention.
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Google (and Google Alerts) http://www.google.com/alerts Google news alerts {for product names only} currently come into each of the &amp;quot;PTC_xxx@ptc.com&amp;quot; e-mail accounts. You may need to only create alerts for other related search terms (e.g., 3D modeling”, soc RSS http://en.wikipedia.org/wiki/Rss_reader http://en.wikipedia.org/wiki/List_of_feed_aggregators (I prefer Google Reader: http://reader.google.com; note that this can also be done in Outlook)) http://www.problogger.net/archives/2007/06/02/which-feed-reader-is-best-problogger-readers-have-their-say/ http://www.youtube.com/watch?v=0klgLsSxGsU * look at the RSS feeds I follow for the CAD/CAM/PLM space as a starter FeedMyInbox http://www.FeedMyInbox.com * note that I&apos;ve set up e-mail addresses for the seven major product families (review them)\\ I have a persistent RSS feed from Twitter search coming into FeedMyInbox and delivered daily Social mention http://socialmention.com http://socialmention.com/faq &amp;quot;Social Mention monitors 80+ social media properties directly including: Twitter, Facebook, FriendFeed, YouTube, Digg, Google etc.&amp;quot; http://www.lauraroeder.com/2009/10/how-to-track-your-online-reputation-with-socialmention-com/ http://www.postrank.com/postrank#what (I also like www.collecta.com, too) Omgili http://omgili.com/ http://omgili.com/graphs.html note the use of the &apos;Time Frame&apos; slider use this for help in finding other areas where your products are being discussed Twitter and Twitter search (and related) www.twitter.com http://search.twitter.com/advanced http://www.youtube.com/watch?v=jGbLWQYJ6iM * you can check in on someone&apos;s Twitter stream by periodically going to their page, or getting an RSS feed of their results (*show this) * to truly listen (longer term than this exercise), it&apos;s better to follow. For this exercise, getting an RSS feed of their results is a decent idea http://www.monitter.com/ - a visual display of search terms (also try http://www.twitterfall.com) Facebook Limit searching to the top five groups (by member count) LinkedIn Limit searching to the top five groups (by member count) Google’s “Similar” search Google Search a topic, industry, competitor, trend, etc. Instead of clicking on the result, look just below the search results and click on ‘Similar’ Boardtracker Here is a way to search multiple discussion boards - as in, this is like a discussion board directory; a &apos;google&apos; just for discussion boards http://v2.boardtracker.com/ change sort to &apos;sort by date‘ YouTube http://www.youtube.com change sort/filter criteria from &apos;relevance&apos; to &apos;date&apos; Look in the comments for links out to other areas and sites Google Blog Search http://blogsearch.google.com/ (instead, use http://blogsearch.google.com/blogsearch/advanced_blog_search) use filtering criteria, especially the dates, to help you from day to day Technorati http://technorati.com search both blogs and posts delicious http://delicious.com search in upper right box note the number of results; scan the tags that people are using to get a sense of how people think about your links/products/etc. Flickr http://www.flickr.com search on a product look through posts at comments look at the total number of pictures when checking back in, change sort (upper right) from relevant to recent - and the newest ones will be at the top Slideshare http://www.slideshare.net change the sort to &apos;latest&apos; to make the results reasonable use &amp;quot; &amp;quot; to make sure a specific search term is used
  • Social Media Crash Course - A One-Hour Guide

    1. 1. Social Media Crash Course Paul Gillin, Author The New Influencers Secrets of Social Media Marketing Social Marketing to the Business Customer
    2. 2. The Media in Collapse US Magazine Circulation Average age of US daily newspaper reader: 57 Reduction in US newsroom staffs since 2001: 45% Growth in NBC prime time audience, 2008: -14.3% Age of average network evening news viewer: 63 2001 2009 Change Woman’s Day 1.61M 410,000 -74% Redbook 556,300 154,600 -72% Playboy 522,800 203,200 -71% Country Living 380,200 134,900 -64% Nati Enquirer 1.65M 591,300 -64% Reader’s Digest 750,000 270,000 -64% ESPN Magazine 54,350 25,200 -63%
    3. 3. <ul><li>Facebook is the fastest growing consumer product in history </li></ul><ul><li>Word-of-mouth marketing spending will hit $3B by 2013 </li></ul><ul><li>93% of B2B buyers use search to begin the buying process </li></ul><ul><li>Direct-mail spending is expected to decline nearly 40% by 2014 </li></ul><ul><li>80% of IT decision-makers say word of mouth is their most important source when making buying decisions </li></ul><ul><li>Google Processes 38,000 search queries every second </li></ul>New Media Facts Survey of 105 Marketers, April, 2010
    4. 4. If You’re Not Helping, They’re Not Listening
    5. 5. Let’s Define Our Terms <ul><ul><li>Social Media is a set of online tools that your constituents use to communicate with groups of friends or people with similar interests. They include: </li></ul></ul>
    6. 6. <ul><li>Value-drive decision-making </li></ul><ul><li>Group consensus </li></ul><ul><li>“ Bet the business” </li></ul><ul><li>Long-term relationships </li></ul><ul><li>Audience is knowledgeable, engaged, serious </li></ul><ul><li>Intense need for information </li></ul>How is B2B Different?
    7. 7. Mainstays of Social Media BtoB Magazine Survey of 387 Marketers, April, 2010
    8. 8. Tools for the Funnel Customer Prospect Quality Contact Sales Lead Impression Case study | Video testimonial Guided tour | Product demo Webinar | Press coverage Glossary | ROI calculator Free trial/Consultation Help desk | Chat | Forum Training | Usage tips Contact information White paper | eBook Analyst report | Publication Blog | Article | Tweet | Podcast Source: NowSpeed Marketing, Inc.
    9. 9. Learning by Listening
    10. 10. Start Listening <ul><ul><li>RSS </li></ul></ul><ul><ul><li>Google and Google Alerts </li></ul></ul><ul><ul><li>FeedMyInbox (and related) </li></ul></ul><ul><ul><li>Social Mention </li></ul></ul><ul><ul><li>Omgili </li></ul></ul><ul><ul><li>Advanced Twitter search </li></ul></ul><ul><ul><li>Backtweets </li></ul></ul><ul><ul><li>YouTube </li></ul></ul><ul><ul><li>Facebook (limited) </li></ul></ul><ul><ul><li>LinkedIn (limited) </li></ul></ul><ul><ul><li>Industry-specific sites and blogs </li></ul></ul><ul><ul><li>Boardtracker </li></ul></ul><ul><ul><li>Google “Similar” command </li></ul></ul><ul><ul><li>Flickr </li></ul></ul><ul><ul><li>SlideShare </li></ul></ul><ul><ul><li>Customer ratings sites (e-pinions, GetSatisfaction, Yelp, BazaarVoice) </li></ul></ul>
    11. 11. A Hands-On Example For an energy management ISV, we want to identify influencers who specialize in building environmentals.
    12. 12. Technorati Search Authority ratings show activity, inbound links
    13. 13. Examine Possibilities Signs to look for Old entries Low interaction Spam blogs Possible competitor?
    14. 14. Look For Interests and Relationships Blogroll show other relevant sites Who do they link to?
    15. 15. <ul><ul><li>v </li></ul></ul>Signs of Life Multiple social outlets Active comments Advertising Dedicated domain
    16. 16. Who’s Following? Facebook Twitter Inbound links
    17. 17. Other Venues 3,000 “fans” 9,000 “fans” 3,800 members 1,700 members
    18. 18. Specialty & Multi-Contributor
    19. 19. Five Use Case Scenarios
    20. 20. Customer & Competitive Intelligence Survey of 105 Marketers, April, 2010 TwitScoop TweetMeme Most E-mailed Google Trends Social Tools Can Help You Identify Trends and Competitive Activities
    21. 21. Feed Reader is a Topical Newswire Consolidate Feeds by Topic to Monitor Markets of Interest
    22. 22. Thought Leadership
    23. 23. Identify Opportunities #RFP Hash Tag on Twitter People Seek Expertise on LinkedIn And Look for Businesses on Quora
    24. 24. Market Research Community Surveys Blog Surveys Polls
    25. 25. Customer Affinity and Support Spiceworks 1.3M members National user conference; multiple regional conferences Points system rewards participation without payments “ What’s always amazed me is how much people are willing to give back.” Tabrez Syed, Director of Products, Spiceworks
    26. 26. Lead Generation
    27. 27. <ul><li>OUTBOUND </li></ul><ul><li>Bottom-up lead gen </li></ul><ul><li>Enhanced lead qualification </li></ul><ul><li>Multiple points of engagement </li></ul>New World Prospecting INBOUND SEO Blogs Twitter Content Premiums Word of Mouth
    28. 28. Search Fundamentals <ul><li>Page Title </li></ul><ul><li>URL </li></ul><ul><li>H1,H2,H3 tags </li></ul><ul><li>Page Text </li></ul><ul><ul><li>Bold </li></ul></ul>
    29. 29. 25% Is On-page Invisible Description Keywords Alt Images
    30. 30. What we see… What Google sees
    31. 31. For Example…
    32. 32. Control What You Say About Yourself Inflow has keywords in both the domain and the page title The word “inventory” appears four times on the home page and in every page title on the site. The site description and meta tags reinforced that this site is about inventory management
    33. 33. But There’s More Image “alt” tags repeat keyword Magazine feature is a valuable inbound link Social sharing enhances legitimacy
    34. 34. Did You Know… <ul><li>The top 25 Google results for “personal computer” only include one PC maker? </li></ul><ul><li>Links from .org, .edu, .mil and .gov sites significantly improve your search performance? </li></ul><ul><li>The #1 search result for “click here” is Adobe Reader? </li></ul><ul><li>The more often you update your website, the more often Google visits it? </li></ul>
    35. 35. LINK LOVE Inbound links are the secret sauce of modern search engines, and the rules change all the time.
    36. 36. Which Link Is Better For You? Both can link to the same page, but the second link is more descriptive. If it links to you, it improves your ranking for that search term. Click here or Small Business Inventory Management
    37. 37. What You Don’t Want Says nothing about the site Garbled page title Poor document title and description in PDF Untagged audio file
    38. 38. Be Visible <ul><li>Link internally </li></ul><ul><li>Link externally </li></ul><ul><li>Use tags, categories </li></ul><ul><li>Register with aggregators </li></ul><ul><li>Ask for “link love” </li></ul><ul><li>Promote outbound links </li></ul><ul><li>File a site map </li></ul><ul><li>Bookmark and tweet </li></ul>
    39. 39. Blogging for Business 73 blogs 17 bloggers 600% jump in leads Top qualit y “ Get engineers talking to engineers and get everyone else out of the middle.” Rick Short, Marcom Director
    40. 40. Cut Out the Middleman Today, you can take your message directly to your constituents without relying upon media intermediaries And why would you not want to do that?
    41. 41. Share Everywhere: Clickable Gurus Goal Generate Leads Tactic Build awareness by sharing domain knowledge Metrics Unique visits; Online mentions; Referrals; Conversions Results 2,000% increase in visitors 300% improvement in buzz 50% increase in customers 400% increase in ad billings
    42. 42. Spread the Message Corporate website Feed Aggregator Partner website Email Newsletter
    43. 43. Thank you! Paul Gillin 508-656-0734 [email_address] Site: gillin.com Blog: paulgillin.com Twitter: pgillin Free bi-weekly newsletter; sign up at gillin.com
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