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Social Media Workshop:
  The     ,               ,
              ,       ,
                  World
 for Freelance Writers
OR IS IT?
Blogs…Social Media… and
   g
     You... OH MY!




  Following the Yellow Brick
 Road to Social Media Success
Think of the Internet as OZ

                      Potentially 
                      Dangerous 
                      but full of 
                      rewards
Social Media in the Land of OZ
                           Social 
                           Media will 
                           help you 
                           connect 
                           with the
                           with the 
                           right 
                           people :

                           •Writers
                           •Editors
                           •Publishers
You can be the Wizard!

                         Gain 
                         Friends 
                         and share 
                         ideas
Why Social Media?
  y Soc a ed a?
• Social Media helps you:
  – Connect with 
     • Editors
     • Writers
     • Publishers
  – Drive Traffic to your Income Producing Blogs and
    Drive Traffic to your Income Producing Blogs and 
    Websites
  – Helps establish you as a thought leader in your
    Helps establish you as a thought leader in your 
    Niche
Stats on Social Media Marketing

      Community and Social Networking Tools Employed and Planned 
                                     (% of Respondents)

                                                Anticipated Timing
       Network or Tool       Today         Next 12 Months      Beyond 1 Year     No Plans to 
                                                                                  Employ
                                                                                      p y
      Facebook fan page      86%                  10                  3               1
                   Twitter    65                  19                  7               9
       Customer reviews       55                  26                 13               6
                     Blogs
                        g     55                  25                 12               8
             Viral videos     50                  22                 13              15
       Facebook connect       43                  31                 10              16
          Social listening    36                  31                 19              14
                     Q & A    29                  20                 25              26
     Community forums         27                  18                 23              32
  Product suggestion box      19                  26                 20              35
                                                          Source: e‐Tailing Group, September 2009 
Stats on Social Media Marketing
Top 3 Sites or Tools Expected to Yield Greatest Sales Increase
(% of Respondents)
Social Media
S i l M di or Tool
                T l    Total
                           l      % R k 1 % R k 2 % R k3
                                     Rank      Rank       Rank3
                       Response
Customer reviews                          100   78%    14%    8%
Q&A                                        43     16     49    35
Facebook fan page                          39     13     36    51
Viral videos                               34     18     44    38
Community forums                           33      6     45    49
Blogs                                      30     10     47    43
Social listening                           22     14     27    59
Facebook connect                           19     26     32    42
Product suggestion box                     17     41     24    35
Twitter publishing                        14      7     57    36

Source: e-Tailing Group, September 2009
Soc a ed a a et g
Social Media Marketing




The vast majority of respondents said social 
The vast majority of respondents said social
media did not influence their travel or vacation 
decisions, but there is evidence that travel 
companies can do well among the 23% who said 
they were influenced by social media. 
Stats on Social Media Marketing
                                                  Though sales 
                                                  declined 6.7% in 
                                                  2009, eMarketer
                                                  predicts US online 
                                                  leisure and 
                                                  unmanaged business 
                                                  travel sales growth 
                                                  travel sales growth
                                                  will begin to 
                                                  accelerate this year, 
                                                  accelerate this year
                                                  peaking at 7% in 
http://www.emarketer.com/Article.aspx?R 1007654
http://www.emarketer.com/Article.aspx?R=1007654   2012, when sales will 
                                                  hit $105.4 billion. 
So, What is Social Media Marketing?
  ,                              g
Soc a ed a a et g
Social Media Marketing

 Social media sites fall into different
   categories:
      t    i
 Social “bookmarking” sites such as:
         bookmarking
   a) Digg
   b) reddit
   c) StumbleUpon
   d) del.icio.us
Soc a ed a a et g
Social Media Marketing
Soc a ed a a et g
Social Media Marketing
Soc a ed a a et g
Social Media Marketing

 Identity-based sites are totally based on
  de t ty based s tes           y
    who you are and the type of business you’re
    in (freelance writing) and are based on
    connecting with networks of friends
                                  friends,
    associates and contacts you know.
Soc a ed a a et g
Social Media Marketing – Linked In
                             ed
Soc a ed a a et g aceboo
Social Media Marketing - Facebook
Social Media Marketing - Blogging
  Your own Blog is an identity-based social media site if
   you open up comments.




                              http://www.southwestwashingtonzest.com/
Soc a ed a a et g
Social Media Marketing
Message boards, forums, and
newsgroups (such as Yahoo! Groups and Google Groups)
     g    p
Soc a ed a a et g
Social Media Marketing - Twitter
                            tte
Soc a ed a a et g
Social Media Marketing
Today we will discuss:
1. The importance of Creating a Social Media Plan
2. Blogging and Travel Websites
3. Social Media Networks
  1. FaceBook
  2. Linked In
  3.
  3 Twitter
C eat g Social ed a a
Creating a Soc a Media Plan


 If you enter into social media 
  without a plan, you will fail. 
     ith t l             ill f il

                          Period.
    http://outspokenmedia.com/social media/social media planning/
    http://outspokenmedia com/social‐media/social‐media‐planning/
C eat g Social ed a a
Creating a Soc a Media Plan
Understand your audience:
1. What is your niche?
2. What does your niche need? 
  (Describe their needs NOT what you offer)
  (D    ib h i       d NOT h          ff )
3. What are your reader’s pain points? 
  (List all of your reader’s pain points)
  (Li t ll f           d ’     i    i t)
4. What emotions are evoked by their big pain?
5. What do you do? (How do you solve your reader s problems?)
5 What do you do? (How do you solve your reader’s problems?)
6. Who are your competitors?
7. What differentiates your writing from the competition?
7 What differentiates your writing from the competition?
C eat g Social ed a a
Creating a Soc a Media Plan
 Niche Example:
 Myrna Oakley’s Beat is the Pacific Northwest
 Within her beat she has created several
  niches:
  •   Bed And Breakfasts
  •   Small Inns
  •   Small Towns & Big Towns
  •   Live Local Theater
  •   Historical Places
  •   Small cafes, coffee shops, and
      bakeries
      b k i
C eat g Social ed a a
Creating a Soc a Media Plan

 Once you have Decided on your Niche:



       Create your brand!
       Secure your brand!
C eat g Social ed a a
Creating a Soc a Media Plan
 Brand Examples - Ronda Roaring
                  http://www.ilovethefingerlakes.com
C eat g Social ed a a
Creating a Soc a Media Plan
 Brand Examples: Jan Jackson
                      http://www.countrytraveleronline.com/
C eat g Social ed a a
Creating a Soc a Media Plan
 Secure your brand   http://knowem.com/
C eat g Social ed a a
Creating a Soc a Media Plan
Determine how you will measure your
 success
  Blog comments ?
  Conversions ?
  Links ?
  Links ?
  Twitter talk ?
  Better brand recognition ?
C eat g Social ed a a
Creating a Soc a Media Plan
Understand your readers;
 hang out where they hang out
                          out.
Are they on:
  Facebook?
  Linked In?
  Twitter?

Why the need to follow your readers?
You want to know what your readers want and
  place yourself ahead of the competition
C eat g Social ed a a
Creating a Soc a Media Plan
 They could be somewhere more niched:
 http://www.exploroo.com/
 http://www exploroo com/
C eat g Social ed a a
Creating a Soc a Media Plan
 Or:




           http://www.passportstamp.com/
           http://www passportstamp com/
C eat g Social ed a a
Creating a Soc a Media Plan

Additional Social Networking Travel Sites:
Additional Social Networking Travel Sites:
  TravBuddy: http://www.travbuddy.com/

  Travellerspoint: http://www.travellerspoint.com/

  WAYN: http://www.wayn.com/waynsplash.html

  CouchSurfing:  http://www.couchsurfing.org/
  CouchSurfing: htt //          h fi        /

  Wattpad: http://www.wattpad.com/
C eat g Social ed a a
Creating a Soc a Media Plan
What about the Editors and Publishers?
Where are they hanging out?
Where are they hanging out?
        www.woodenhorsepub.com
C eat g Social ed a a
Creating a Soc a Media Plan
What about the Editors and Publishers?
Where are they hanging out?
Where are they hanging out?

        http://www.demandmedia.com/ 
        http://www demandmedia com/
Ways to Make Some Money
 ays     a e So e o ey
Once you have created your plan, 
check out some of these income 
check out some of these income
producing sites:
http://www.helium.com/
If you are tired of having to read publishers’ minds for query letters that get 
 g           fy                      f          g                       y f p
ignored or if you want to break into freelancing but don’t have a body of clips 
to show yet, Helium’s Marketplace is for you.

http://yousaytoo.com/
YouSayToo.com is great place for communication, discussions, meeting new 
Y S T             i      t l     f          i ti di       i        ti
friends, liberalizing, getting famous on the web, making posts on YST and 
earning money from Google AdSense ad rotations! 
Ways to Make Some Money
 ays     a e So e o ey
More Sites that pay YOU for Content:
http://www.xomba.com/
Xomba is an online community for people to share ideas make friends
       is an online community for people to share ideas, make friends 
and get paid to write. Xomba has been designed for people looking for 
information and aspiring writers who are trying to get published.

http://www.flixya.com/
A social network that puts 100% ad revenue in your pocket. We’ve built 
                       p                         y   p
the tools for you to share your videos, photos, and blogs. Your place to 
make friends, earn money, network and more.
A Word o Affiliate Marketing
   o d on      ate a et g
Affiliate marketing is a marketing practice in 
which a business rewards one or more affiliates
  hi h b i               d               ffili
for each visitor or customer brought about by 
the affiliate's marketing efforts. 
 h ffili '         k i     ff

Examples include rewards sites, where users are 
E      l i l d           d i        h
rewarded with cash or gifts, for the completion 
of an offer, and the referral of others to the site. 
  f    ff      d h     f    l f h           h i
                        http://www.affiliateideafactory.com/
                        http://en.wikipedia.org/wiki/Affiliate_marketing
                           p //       p       g/    /                  g
A Word o Affiliate Marketing
     o d on        ate a et g
The industry has four core players: 
  1.Merchant (also known as 'retailer' or 
  1 Merchant (also known as 'retailer' or
     'brand')
   2.Network (an Intermediary)
   3.Publisher (also known as 'the affiliate') 
   4.Customer
   4 Customer
                     http://www.affiliateideafactory.com/
                     http://en.wikipedia.org/wiki/Affiliate_marketing
A Word o Affiliate Marketing
    o d on           ate a et g
The market has grown in complexity to warrant a 
secondary tier of players, including affiliate 
secondary tier of players including affiliate
management agencies, super‐affiliates and 
specialized third parties vendors.
specialized third parties vendors
Se
Selling Ad Space
      g d
Se
Selling Ad Space
      g d
                   http://www.quantcast.com/
Blogging
  ogg g




    The Blogger is the Main Character
      e ogge s t e a C a acte
           Your Social Media efforts should lead 
            people back to your website or blog
SO, What is a Blog?
      at s      og?
 • Short for Web Log.

 • A blog is a type of Web site with regular entries of 
   commentary, descriptions of events, or other material 
   such as graphics or video. 

                        p y                       g
 • Entries are often displayed in reverse chronological 
   order. 

 • Some blogs contain commentary or news on a particular
   Some blogs contain commentary or news on a particular 
   subject, where other blogs function as more personal 
   online journals.  http://en.wikipedia.org/wiki/Blog
          j             p //       p       g/    / g
Blogging Platforms

 • http://www.blogger.com/
      p //       gg      /
   (Free hosted)
 • http://www.movabletype.org/
   (Free download)
 • http://www typepad com
   http://www.typepad.com
   ($5‐$30/month)
 • http://www wordpress org
   http://www.wordpress.org 
   (Free download)
   – They provide templates or you can use your own
     They provide templates, or you can use your own. 
Blogging Platforms
 The Best Blogging Platform
 http://www.wordpress.org 
 htt //        d
 • Pro’s
   –   Considered industry standard by web marketers so it is easy to find support
   –   Highly customizable, but will need the support of a programmer
   –   Ready made themes and widgets available
   –   Active community support in forums
   –   Get help from real users from the open source fraternity
       Get help from real users from the open source fraternity
   –   Easy to set up a forum along with the blog, directory support
   –   TAGS are supported by search engines hence more traffic
   –   Easy to use widgets like related posts, popular posts, recent comments etc.

 • Con’s
   – Difficult to set up by yourself
   – You will have to pay for the hosting and domain (if bought separately)
            ll h           f h h            dd       (fb     h          l )
Powered by Wordpress




                       http://wanderlustandlipstick.com/
Tips for Bloggers

   Make sure to give your blog post a
   captivating title. The title will appear as
                  l    h     l    ll
   part of the name of the page.

 Examples:

 Need Sunshine in Oregon? No way!
   (Write about the benefits of the rain in Oregon)

 Popeye Muscles Help Find Hood Canal Mussels
   (Write about the hard to find spots for digging mussels)
Tips for Bloggers
   Set up an easy category structure for archive
   purposes.

   A Category Structure within a Blog on the
     Pacific Northwest might be:

   •   Bed and Breakfasts
   •   Small Inns
   •   Small Towns
   •   Big Towns
   •   Live Local Theater
   •   Historical Places
Tips for Bloggers
   Post to your blog on a regular basis.

   Link to pages on your site from your blog using
   appropriate link text. Example:
              http://seotrainingnw.com/seo‐essentials‐workshop
Tips for Bloggers
  While most blog posts tend to be short,
  there are benefits to longer blog posts
  (interviews with newspapers; blog posts
  being published in books, etc.).
         p blished    books etc )
Tips for Bloggers
  As a Travel Blogger, include images that
  support your post
                post.
Tips for Bloggers
  If the post is long, use the “more” feature
  to show only a portion of the post on the
  page.
Tips for Bloggers

         Mary Bowling and Carrie Hill
         from Blizzard Internet Marketing
         f     l     d             k
                                                            Mary Bowling
         wrote an excellent whitepaper
         on SEO for WordPress Blogs.

         Download the PDF file at this
         URL:                                                 Carrie Hill

http://www.blizzardinternet.com/seo-for-wordpress-blogs-free-marketing-
   whitepaper
Tips for Bloggers

   You’ll often find that your blog is one of
   the most visited areas of your site by
   the search engines.

   You’ll often get found under numerous
   highly competitive keyword phrases
   from your blog entries.

   To Retrieve this information, make sure
   to set up Google Analytics on your Blog.
Tips for Bloggers

 Once you have your Social Media Plan in
   Order, and your blog is up and running,
   it is time to get your content out to th
      i ti    t    t         t t    t t the
   world through Social Media Marketing.

 Let’s take a look at:
Social Media Marketing
Soc a ed a a et g




 Finding the heart and 
 soul of people and 
 their businesses
  h i b i
Soc a ed a a et g
Social Media Marketing




                         This is 
                         what your 
                         visitors see 
                         visitors see
                         when they 
                         visit your 
                         page 
Soc a ed a a et g
Social Media Marketing




                  When people 
                  Wh          l
                  connect with 
                  you, you will 
                  receive requests
                            q
Soc a ed a a et g
Social Media Marketing




                         You can search for 
                         friends and 
                         Facebook offers 
                         friend suggestions
Soc a ed a a et g
Social Media Marketing


                         The Wall is a 
                         compilation 
                         of activity 
                         generated by 
                         you and your 
                         friends
Soc a ed a a et g
Social Media Marketing




                         Be sure to select 
                         Be sure to select
                         your custom 
                         username.

                         Use your Brand.
Soc a ed a a et g
Social Media Marketing

                         Help Causes that 
                         Help Causes that
                         are important to 
                         you with the 
                         Causes app.

                         Support causes 
                         that support 
                         your niche.
                         your niche.
Soc a ed a a et g
Social Media Marketing

                         Promote your 
                                  y
                         Cause by sending 
                         emails to your  
                         subscribers
Soc a ed a a et g
Social Media Marketing




                         Create a Group 
                         around your 
                         niche
Soc a ed a a et g
Social Media Marketing
   •Considered more social than business
     •Lots of Quizzes
     •Lots of Quizzes
     •Can add your Twitter Feed
     •Fan Pages
      Fan Pages
     •Lots of Apps
     •Can organize your friends in categories
        •Writers
        •Publishers
         Edit
        •Editors
        •Family, etc.
Soc a ed a a et g
Social Media Marketing
   Ways to build your presence on
   Facebook
     •Create a Cause
     •Develop a Group
      Develop a Group
     •Post Videos, Photos and Links
     •Design a quiz
     •Post your Events
     •Create a Community or Business Page
      E      ti        it        bl      t h
     •Every time you write a new blog post, share 
     it on Facebook
Social Media Marketing
Soc a ed a a et g




     The brainiac of 
    Social Networking
Soc a ed a a et g
Social Media Marketing


                         Your 
                         public 
                         public
                         profile
Soc a ed a a et g
Social Media Marketing



                         Goal is to 
                         Goal is to
                         develop a 
                         100% 
                         complete 
                         profile
Soc a ed a a et g
Social Media Marketing




                         Start developing 
                         your connections
Soc a ed a a et g
Social Media Marketing




                         Recommendations 
                          build credibility
Soc a ed a a et g
Social Media Marketing




                           Build your own 
                           Build your own
                         Community through 
                         the Groups Function
Soc a ed a a et g
Social Media Marketing




                         Join groups like this 
                         Join groups like this
                            one for Pacific 
                          Northwest Writers
Soc a ed a a et g
Social Media Marketing




                         Get Answers
Soc a ed a a et g
Social Media Marketing


                          Build your position 
                           as an expert by 
                         answering questions
Soc a ed a a et g
Social Media Marketing




                             Share your world 
                         through a variety of apps
Soc a ed a a et g
Social Media Marketing




                         Post your 
                         events for 
                            free
Soc a ed a a et g
Social Media Marketing




                          Keep track of 
                          Keep track of
                         Company Buzz
Soc a ed a a et g
Social Media Marketing




                         Easily change 
                         your settings 
                          at any time
Soc a ed a a et g
Social Media Marketing
Soc a ed a a et g
Social Media Marketing
   •Considered for business networking
     •Great place to find jobs
      Great place to find jobs
     •Develop business
     •Promote projects and opportunities
     •Keep track of your competition

   •Ways to market a business on Linked In
     •Start a Group
      J i G
     •Join Groups 
          •Complimentary
          •Directly related
           y
     •Post your Events
     •Answer Questions
     •Ask for recommendations
     •Post updates 
Social Media Marketing
Soc a ed a a et g




     It takes courage to 
      build a following
      build a following
Soc a ed a a et g
Social Media Marketing




                          Sharing ideas 
                          Sharing ideas
                         140  characters 
                            at a time
Soc a ed a a et g
Social Media Marketing




   Hash tags allow you to search for  topics on which people 
        are tweeting and for which you are interested
Soc a ed a a et g
Social Media Marketing




           Direct Messaging allows you to 
       communicate with only one person directly
Soc a ed a a et g
Social Media Marketing     Tools




                         You can see who 
                          is talking about 
                           you and reply 
                           back to them
Soc a ed a a et g
Social Media Marketing   Tools




                             Automate 
                               your 
                             tweeting
                                  i
Soc a ed a a et g
Social Media Marketing
    •Considered a micro-blogging network
         •Great place to research trends
              d f l f h i id
         •Wonderful for sharing ideas
         •Excellent for getting the word out about what you do

    •Ways to market a business on Twitter
         •Be sure to follow the 80/20 rule when tweeting.
         •Craft an appropriate Twitter Policy, and encourage your employees to 
         sign up for accounts on Twitter.
           g p
         •As the owner of your business, register your @companyname and use 
         it for all your tweets.
         •Use Twitter Search to find and respond to tweets about your products 
         or your brand.
         or your brand
         •Ask for feedback on your products and then follow up with the 
         responses you get.

 http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/
Steps to Take
Soc a ed a Opt
Social Media Optimization
                    at o
Rules to guide your thinking:
• Increase linkability
  (write content that people will want to link to)
• Make tagging easy
  (include tags as well as links to social media sites)
• Reward inbound links
  (link back to people who link to you)
• Help your content travel
  (include a bio; mention your content to others)
First Steps
   st
• Focus on the Basics
    • Social Media Marketing
      Social Media Marketing
       – Establish your goals for Social Media and develop 
         y
         your profile and content around that goal (see: 
               p                               g (
         http://www.chrisbrogan.com/starting‐a‐social‐
         media‐strategy/)
       – St t ith
         Start with one platform and become comfortable 
                          l tf       db            f t bl
         before adding another
       – Employ the 80/20 rule:  80% content that will help 
            p y         /                                 p
         others, 20% or less self‐promotion
Next Steps
 e t
• Focus on the Basics
    • Social Media Marketing
       – Share specials on Writing Conferences, Travel Material 
         and Guide Books
       – Incorporate terminology on your profile that is 
         optimized for:
            ti i d f
           » travelers
           » fellow freelance writers
           » editors
               di
           » publishers
       – Form a group for your writing niche and invite 
         colleagues to join
           ll        t j i
       – Add upcoming events being held in your field and share 
         them with your “friends”
Next Steps
 e t
Implement a Social Media Listening Tool
       • Google Alerts
           – Google Alerts is the steady rock in the sometimes white water world
             Google Alerts is the steady rock in the sometimes white‐water world 
             of monitoring. You can easily target keywords that are important to 
             your brand and receive streaming or batched reports—choose your 
             own adventure.
       • Technorati
           – Billing itself as "the leading blog search engine," Technorati has been 
             helping bloggers and those with their fingers on the blog pulse stay 
             informed for years.
       • Jodange
           – Tracking your brand or a product is one thing, but turning that 
             tracking into a measure of consumer sentiment about your brand or 
             product is something completely different. For that, Jodange has 
             TOM (Top of Mind), which tracks consumer sentiment about your 
                   ( p            ),                                         y
             brand or product across the Web.

  http://www.marketingprofs.com/9/essential‐social‐media‐listening‐tools‐mcdaniel.asp
Final Word
   a   o d
• Focus on the Basics
  –R
   Remember, Social Media 
           b S i l M di
   is about helping others
  – Make sure to temper self
    Make sure to temper self 
    promotion with a 
    healthy dose of useful 
    information for your 
    information for your
    friends. It will pay off in 
    the long run!
                                   (
                                   (You don’t want to be 
                                      viewed negatively 
                                        by promoting 
                                     yourself too much.)
                                     yourself too much.)
In no time you’ll be following the 
yellow brick road to social media success!
Questions?
Q
Thank you!
Contact
            Information

           Colleen Wright

info@seotrainingnw.com
               g
www. seotrainingnw.com
Get a copy of the Presentation
        py
               at
http://www.slideshare.net/sheenalena
http://www slideshare net/sheenalena
       info@seotrainingnw.com
       info@seotrainingnw com
       www. seotrainingnw.com

        Twitter: @sheenalena

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NWTWC presentation

  • 1. Social Media Workshop: The , , , , World for Freelance Writers
  • 3. Blogs…Social Media… and g You... OH MY! Following the Yellow Brick Road to Social Media Success
  • 4. Think of the Internet as OZ Potentially  Dangerous  but full of  rewards
  • 5. Social Media in the Land of OZ Social  Media will  help you  connect  with the with the  right  people : •Writers •Editors •Publishers
  • 6. You can be the Wizard! Gain  Friends  and share  ideas
  • 7. Why Social Media? y Soc a ed a? • Social Media helps you: – Connect with  • Editors • Writers • Publishers – Drive Traffic to your Income Producing Blogs and Drive Traffic to your Income Producing Blogs and  Websites – Helps establish you as a thought leader in your Helps establish you as a thought leader in your  Niche
  • 8. Stats on Social Media Marketing Community and Social Networking Tools Employed and Planned  (% of Respondents) Anticipated Timing Network or Tool Today Next 12 Months Beyond 1 Year No Plans to  Employ p y Facebook fan page 86% 10 3 1 Twitter 65 19 7 9 Customer reviews 55 26 13 6 Blogs g 55 25 12 8 Viral videos 50 22 13 15 Facebook connect 43 31 10 16 Social listening 36 31 19 14 Q & A 29 20 25 26 Community forums 27 18 23 32 Product suggestion box 19 26 20 35 Source: e‐Tailing Group, September 2009 
  • 9. Stats on Social Media Marketing Top 3 Sites or Tools Expected to Yield Greatest Sales Increase (% of Respondents) Social Media S i l M di or Tool T l Total l % R k 1 % R k 2 % R k3 Rank Rank Rank3 Response Customer reviews 100 78% 14% 8% Q&A 43 16 49 35 Facebook fan page 39 13 36 51 Viral videos 34 18 44 38 Community forums 33 6 45 49 Blogs 30 10 47 43 Social listening 22 14 27 59 Facebook connect 19 26 32 42 Product suggestion box 17 41 24 35 Twitter publishing 14 7 57 36 Source: e-Tailing Group, September 2009
  • 10. Soc a ed a a et g Social Media Marketing The vast majority of respondents said social  The vast majority of respondents said social media did not influence their travel or vacation  decisions, but there is evidence that travel  companies can do well among the 23% who said  they were influenced by social media. 
  • 11. Stats on Social Media Marketing Though sales  declined 6.7% in  2009, eMarketer predicts US online  leisure and  unmanaged business  travel sales growth  travel sales growth will begin to  accelerate this year,  accelerate this year peaking at 7% in  http://www.emarketer.com/Article.aspx?R 1007654 http://www.emarketer.com/Article.aspx?R=1007654 2012, when sales will  hit $105.4 billion. 
  • 12. So, What is Social Media Marketing? , g
  • 13. Soc a ed a a et g Social Media Marketing Social media sites fall into different categories: t i Social “bookmarking” sites such as: bookmarking a) Digg b) reddit c) StumbleUpon d) del.icio.us
  • 14. Soc a ed a a et g Social Media Marketing
  • 15. Soc a ed a a et g Social Media Marketing
  • 16. Soc a ed a a et g Social Media Marketing Identity-based sites are totally based on de t ty based s tes y who you are and the type of business you’re in (freelance writing) and are based on connecting with networks of friends friends, associates and contacts you know.
  • 17. Soc a ed a a et g Social Media Marketing – Linked In ed
  • 18. Soc a ed a a et g aceboo Social Media Marketing - Facebook
  • 19. Social Media Marketing - Blogging Your own Blog is an identity-based social media site if you open up comments. http://www.southwestwashingtonzest.com/
  • 20. Soc a ed a a et g Social Media Marketing Message boards, forums, and newsgroups (such as Yahoo! Groups and Google Groups) g p
  • 21. Soc a ed a a et g Social Media Marketing - Twitter tte
  • 22. Soc a ed a a et g Social Media Marketing Today we will discuss: 1. The importance of Creating a Social Media Plan 2. Blogging and Travel Websites 3. Social Media Networks 1. FaceBook 2. Linked In 3. 3 Twitter
  • 23. C eat g Social ed a a Creating a Soc a Media Plan If you enter into social media  without a plan, you will fail.  ith t l ill f il Period. http://outspokenmedia.com/social media/social media planning/ http://outspokenmedia com/social‐media/social‐media‐planning/
  • 24. C eat g Social ed a a Creating a Soc a Media Plan Understand your audience: 1. What is your niche? 2. What does your niche need?  (Describe their needs NOT what you offer) (D ib h i d NOT h ff ) 3. What are your reader’s pain points?  (List all of your reader’s pain points) (Li t ll f d ’ i i t) 4. What emotions are evoked by their big pain? 5. What do you do? (How do you solve your reader s problems?) 5 What do you do? (How do you solve your reader’s problems?) 6. Who are your competitors? 7. What differentiates your writing from the competition? 7 What differentiates your writing from the competition?
  • 25. C eat g Social ed a a Creating a Soc a Media Plan Niche Example: Myrna Oakley’s Beat is the Pacific Northwest Within her beat she has created several niches: • Bed And Breakfasts • Small Inns • Small Towns & Big Towns • Live Local Theater • Historical Places • Small cafes, coffee shops, and bakeries b k i
  • 26. C eat g Social ed a a Creating a Soc a Media Plan Once you have Decided on your Niche: Create your brand! Secure your brand!
  • 27. C eat g Social ed a a Creating a Soc a Media Plan Brand Examples - Ronda Roaring http://www.ilovethefingerlakes.com
  • 28. C eat g Social ed a a Creating a Soc a Media Plan Brand Examples: Jan Jackson http://www.countrytraveleronline.com/
  • 29. C eat g Social ed a a Creating a Soc a Media Plan Secure your brand http://knowem.com/
  • 30. C eat g Social ed a a Creating a Soc a Media Plan Determine how you will measure your success Blog comments ? Conversions ? Links ? Links ? Twitter talk ? Better brand recognition ?
  • 31. C eat g Social ed a a Creating a Soc a Media Plan Understand your readers; hang out where they hang out out. Are they on: Facebook? Linked In? Twitter? Why the need to follow your readers? You want to know what your readers want and place yourself ahead of the competition
  • 32. C eat g Social ed a a Creating a Soc a Media Plan They could be somewhere more niched: http://www.exploroo.com/ http://www exploroo com/
  • 33. C eat g Social ed a a Creating a Soc a Media Plan Or: http://www.passportstamp.com/ http://www passportstamp com/
  • 34. C eat g Social ed a a Creating a Soc a Media Plan Additional Social Networking Travel Sites: Additional Social Networking Travel Sites: TravBuddy: http://www.travbuddy.com/ Travellerspoint: http://www.travellerspoint.com/ WAYN: http://www.wayn.com/waynsplash.html CouchSurfing:  http://www.couchsurfing.org/ CouchSurfing: htt // h fi / Wattpad: http://www.wattpad.com/
  • 35. C eat g Social ed a a Creating a Soc a Media Plan What about the Editors and Publishers? Where are they hanging out? Where are they hanging out? www.woodenhorsepub.com
  • 36. C eat g Social ed a a Creating a Soc a Media Plan What about the Editors and Publishers? Where are they hanging out? Where are they hanging out? http://www.demandmedia.com/  http://www demandmedia com/
  • 37. Ways to Make Some Money ays a e So e o ey Once you have created your plan,  check out some of these income  check out some of these income producing sites: http://www.helium.com/ If you are tired of having to read publishers’ minds for query letters that get  g fy f g y f p ignored or if you want to break into freelancing but don’t have a body of clips  to show yet, Helium’s Marketplace is for you. http://yousaytoo.com/ YouSayToo.com is great place for communication, discussions, meeting new  Y S T i t l f i ti di i ti friends, liberalizing, getting famous on the web, making posts on YST and  earning money from Google AdSense ad rotations! 
  • 38. Ways to Make Some Money ays a e So e o ey More Sites that pay YOU for Content: http://www.xomba.com/ Xomba is an online community for people to share ideas make friends is an online community for people to share ideas, make friends  and get paid to write. Xomba has been designed for people looking for  information and aspiring writers who are trying to get published. http://www.flixya.com/ A social network that puts 100% ad revenue in your pocket. We’ve built  p y p the tools for you to share your videos, photos, and blogs. Your place to  make friends, earn money, network and more.
  • 39. A Word o Affiliate Marketing o d on ate a et g Affiliate marketing is a marketing practice in  which a business rewards one or more affiliates hi h b i d ffili for each visitor or customer brought about by  the affiliate's marketing efforts.  h ffili ' k i ff Examples include rewards sites, where users are  E l i l d d i h rewarded with cash or gifts, for the completion  of an offer, and the referral of others to the site.  f ff d h f l f h h i http://www.affiliateideafactory.com/ http://en.wikipedia.org/wiki/Affiliate_marketing p // p g/ / g
  • 40. A Word o Affiliate Marketing o d on ate a et g The industry has four core players:  1.Merchant (also known as 'retailer' or  1 Merchant (also known as 'retailer' or 'brand') 2.Network (an Intermediary) 3.Publisher (also known as 'the affiliate')  4.Customer 4 Customer http://www.affiliateideafactory.com/ http://en.wikipedia.org/wiki/Affiliate_marketing
  • 41. A Word o Affiliate Marketing o d on ate a et g The market has grown in complexity to warrant a  secondary tier of players, including affiliate  secondary tier of players including affiliate management agencies, super‐affiliates and  specialized third parties vendors. specialized third parties vendors
  • 43. Se Selling Ad Space g d http://www.quantcast.com/
  • 44. Blogging ogg g The Blogger is the Main Character e ogge s t e a C a acte Your Social Media efforts should lead  people back to your website or blog
  • 45. SO, What is a Blog? at s og? • Short for Web Log. • A blog is a type of Web site with regular entries of  commentary, descriptions of events, or other material  such as graphics or video.  p y g • Entries are often displayed in reverse chronological  order.  • Some blogs contain commentary or news on a particular Some blogs contain commentary or news on a particular  subject, where other blogs function as more personal  online journals.  http://en.wikipedia.org/wiki/Blog j p // p g/ / g
  • 46. Blogging Platforms • http://www.blogger.com/ p // gg / (Free hosted) • http://www.movabletype.org/ (Free download) • http://www typepad com http://www.typepad.com ($5‐$30/month) • http://www wordpress org http://www.wordpress.org  (Free download) – They provide templates or you can use your own They provide templates, or you can use your own. 
  • 47. Blogging Platforms The Best Blogging Platform http://www.wordpress.org  htt // d • Pro’s – Considered industry standard by web marketers so it is easy to find support – Highly customizable, but will need the support of a programmer – Ready made themes and widgets available – Active community support in forums – Get help from real users from the open source fraternity Get help from real users from the open source fraternity – Easy to set up a forum along with the blog, directory support – TAGS are supported by search engines hence more traffic – Easy to use widgets like related posts, popular posts, recent comments etc. • Con’s – Difficult to set up by yourself – You will have to pay for the hosting and domain (if bought separately) ll h f h h dd (fb h l )
  • 48. Powered by Wordpress http://wanderlustandlipstick.com/
  • 49. Tips for Bloggers Make sure to give your blog post a captivating title. The title will appear as l h l ll part of the name of the page. Examples: Need Sunshine in Oregon? No way! (Write about the benefits of the rain in Oregon) Popeye Muscles Help Find Hood Canal Mussels (Write about the hard to find spots for digging mussels)
  • 50. Tips for Bloggers Set up an easy category structure for archive purposes. A Category Structure within a Blog on the Pacific Northwest might be: • Bed and Breakfasts • Small Inns • Small Towns • Big Towns • Live Local Theater • Historical Places
  • 51. Tips for Bloggers Post to your blog on a regular basis. Link to pages on your site from your blog using appropriate link text. Example: http://seotrainingnw.com/seo‐essentials‐workshop
  • 52. Tips for Bloggers While most blog posts tend to be short, there are benefits to longer blog posts (interviews with newspapers; blog posts being published in books, etc.). p blished books etc )
  • 53. Tips for Bloggers As a Travel Blogger, include images that support your post post.
  • 54. Tips for Bloggers If the post is long, use the “more” feature to show only a portion of the post on the page.
  • 55. Tips for Bloggers Mary Bowling and Carrie Hill from Blizzard Internet Marketing f l d k Mary Bowling wrote an excellent whitepaper on SEO for WordPress Blogs. Download the PDF file at this URL: Carrie Hill http://www.blizzardinternet.com/seo-for-wordpress-blogs-free-marketing- whitepaper
  • 56. Tips for Bloggers You’ll often find that your blog is one of the most visited areas of your site by the search engines. You’ll often get found under numerous highly competitive keyword phrases from your blog entries. To Retrieve this information, make sure to set up Google Analytics on your Blog.
  • 57. Tips for Bloggers Once you have your Social Media Plan in Order, and your blog is up and running, it is time to get your content out to th i ti t t t t t t the world through Social Media Marketing. Let’s take a look at:
  • 58. Social Media Marketing Soc a ed a a et g Finding the heart and  soul of people and  their businesses h i b i
  • 59. Soc a ed a a et g Social Media Marketing This is  what your  visitors see  visitors see when they  visit your  page 
  • 60. Soc a ed a a et g Social Media Marketing When people  Wh l connect with  you, you will  receive requests q
  • 61. Soc a ed a a et g Social Media Marketing You can search for  friends and  Facebook offers  friend suggestions
  • 62. Soc a ed a a et g Social Media Marketing The Wall is a  compilation  of activity  generated by  you and your  friends
  • 63. Soc a ed a a et g Social Media Marketing Be sure to select  Be sure to select your custom  username. Use your Brand.
  • 64. Soc a ed a a et g Social Media Marketing Help Causes that  Help Causes that are important to  you with the  Causes app. Support causes  that support  your niche. your niche.
  • 65. Soc a ed a a et g Social Media Marketing Promote your  y Cause by sending  emails to your   subscribers
  • 66. Soc a ed a a et g Social Media Marketing Create a Group  around your  niche
  • 67. Soc a ed a a et g Social Media Marketing •Considered more social than business •Lots of Quizzes •Lots of Quizzes •Can add your Twitter Feed •Fan Pages Fan Pages •Lots of Apps •Can organize your friends in categories •Writers •Publishers Edit •Editors •Family, etc.
  • 68. Soc a ed a a et g Social Media Marketing Ways to build your presence on Facebook •Create a Cause •Develop a Group Develop a Group •Post Videos, Photos and Links •Design a quiz •Post your Events •Create a Community or Business Page E ti it bl t h •Every time you write a new blog post, share  it on Facebook
  • 69. Social Media Marketing Soc a ed a a et g The brainiac of  Social Networking
  • 70. Soc a ed a a et g Social Media Marketing Your  public  public profile
  • 71. Soc a ed a a et g Social Media Marketing Goal is to  Goal is to develop a  100%  complete  profile
  • 72. Soc a ed a a et g Social Media Marketing Start developing  your connections
  • 73. Soc a ed a a et g Social Media Marketing Recommendations  build credibility
  • 74. Soc a ed a a et g Social Media Marketing Build your own  Build your own Community through  the Groups Function
  • 75. Soc a ed a a et g Social Media Marketing Join groups like this  Join groups like this one for Pacific  Northwest Writers
  • 76. Soc a ed a a et g Social Media Marketing Get Answers
  • 77. Soc a ed a a et g Social Media Marketing Build your position  as an expert by  answering questions
  • 78. Soc a ed a a et g Social Media Marketing Share your world  through a variety of apps
  • 79. Soc a ed a a et g Social Media Marketing Post your  events for  free
  • 80. Soc a ed a a et g Social Media Marketing Keep track of  Keep track of Company Buzz
  • 81. Soc a ed a a et g Social Media Marketing Easily change  your settings  at any time
  • 82. Soc a ed a a et g Social Media Marketing
  • 83. Soc a ed a a et g Social Media Marketing •Considered for business networking •Great place to find jobs Great place to find jobs •Develop business •Promote projects and opportunities •Keep track of your competition •Ways to market a business on Linked In •Start a Group J i G •Join Groups  •Complimentary •Directly related y •Post your Events •Answer Questions •Ask for recommendations •Post updates 
  • 84. Social Media Marketing Soc a ed a a et g It takes courage to  build a following build a following
  • 85. Soc a ed a a et g Social Media Marketing Sharing ideas  Sharing ideas 140  characters  at a time
  • 86. Soc a ed a a et g Social Media Marketing Hash tags allow you to search for  topics on which people  are tweeting and for which you are interested
  • 87. Soc a ed a a et g Social Media Marketing Direct Messaging allows you to  communicate with only one person directly
  • 88. Soc a ed a a et g Social Media Marketing Tools You can see who  is talking about  you and reply  back to them
  • 89. Soc a ed a a et g Social Media Marketing Tools Automate  your  tweeting i
  • 90. Soc a ed a a et g Social Media Marketing •Considered a micro-blogging network •Great place to research trends d f l f h i id •Wonderful for sharing ideas •Excellent for getting the word out about what you do •Ways to market a business on Twitter •Be sure to follow the 80/20 rule when tweeting. •Craft an appropriate Twitter Policy, and encourage your employees to  sign up for accounts on Twitter. g p •As the owner of your business, register your @companyname and use  it for all your tweets. •Use Twitter Search to find and respond to tweets about your products  or your brand. or your brand •Ask for feedback on your products and then follow up with the  responses you get. http://webcommunityforum.com/2008/09/21‐ways‐to‐market‐your‐business‐on‐twitter/
  • 92. Soc a ed a Opt Social Media Optimization at o Rules to guide your thinking: • Increase linkability (write content that people will want to link to) • Make tagging easy (include tags as well as links to social media sites) • Reward inbound links (link back to people who link to you) • Help your content travel (include a bio; mention your content to others)
  • 93. First Steps st • Focus on the Basics • Social Media Marketing Social Media Marketing – Establish your goals for Social Media and develop  y your profile and content around that goal (see:  p g ( http://www.chrisbrogan.com/starting‐a‐social‐ media‐strategy/) – St t ith Start with one platform and become comfortable  l tf db f t bl before adding another – Employ the 80/20 rule:  80% content that will help  p y / p others, 20% or less self‐promotion
  • 94. Next Steps e t • Focus on the Basics • Social Media Marketing – Share specials on Writing Conferences, Travel Material  and Guide Books – Incorporate terminology on your profile that is  optimized for: ti i d f » travelers » fellow freelance writers » editors di » publishers – Form a group for your writing niche and invite  colleagues to join ll t j i – Add upcoming events being held in your field and share  them with your “friends”
  • 95. Next Steps e t Implement a Social Media Listening Tool • Google Alerts – Google Alerts is the steady rock in the sometimes white water world Google Alerts is the steady rock in the sometimes white‐water world  of monitoring. You can easily target keywords that are important to  your brand and receive streaming or batched reports—choose your  own adventure. • Technorati – Billing itself as "the leading blog search engine," Technorati has been  helping bloggers and those with their fingers on the blog pulse stay  informed for years. • Jodange – Tracking your brand or a product is one thing, but turning that  tracking into a measure of consumer sentiment about your brand or  product is something completely different. For that, Jodange has  TOM (Top of Mind), which tracks consumer sentiment about your  ( p ), y brand or product across the Web. http://www.marketingprofs.com/9/essential‐social‐media‐listening‐tools‐mcdaniel.asp
  • 96. Final Word a o d • Focus on the Basics –R Remember, Social Media  b S i l M di is about helping others – Make sure to temper self Make sure to temper self  promotion with a  healthy dose of useful  information for your  information for your friends. It will pay off in  the long run! ( (You don’t want to be  viewed negatively  by promoting  yourself too much.) yourself too much.)
  • 100. Contact Information Colleen Wright info@seotrainingnw.com g www. seotrainingnw.com
  • 101. Get a copy of the Presentation py at http://www.slideshare.net/sheenalena http://www slideshare net/sheenalena info@seotrainingnw.com info@seotrainingnw com www. seotrainingnw.com Twitter: @sheenalena