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Social Media Campaigns

Social Media Campaigns



This presentation, originally given at the local http://www.azprc.com meeting on September 21st, discussed developing the proper social media campaign for your clients.

This presentation, originally given at the local http://www.azprc.com meeting on September 21st, discussed developing the proper social media campaign for your clients.



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  • Social media is here to stay, and you can’t ignore it. Tie it back into search. Regardless of the industry, etc…
  • There are a lot of other webinars out there, resources, sources….etc….No reason to rebuild the wheel, that’s not what we specialize in, etc…
  • Ask Yourself what you want to accomplish: Common objectives: increased brand awareness, reputation management, improved search engine rankings, increased visitor traffic, and improve sales. Know your options: We’re all aware of the big players like Facebook and Twitter, but don’t be surprised if the best fit for your brand is a niche social media site. Weighing all options to get to your goals- Make a pro and con list: look at site visitors per month, PageRank, URL customization, ease of interaction on site, link building opportunities, etc. Which site comes out on top for your specific needs? Delve into what you are looking for, or what the client is looking for, before you delve into audience, message, etc….Using similar to tools to what works for SEO, works with social media too. SMO: social media optimization.
  • Guide to Leveraging Major Social Media Sites by objectives: communication, brand exposure and traffic. Also gives information about SEO advantages to each site. For example: Twitter is good for customer communication and brand exposure, but only okay for traffic and SEO. Facebook, in the graphic is good for communication, exposure, okay for traffic, and bad for SEO. I tend to disagree with this, in that 1) individual Facebook pages are cached, notes sections provide a place to drop a contextual link, and even the notes are cached. As you can see this graphic is pretty detailed, and provides a good reference when trying to weigh your options with regard to your objectives.
  • This process is what has worked for us and our clients, but as with anything else….you need to customize it to your own needs. You can determine your audience by standard means: creators, critics, collectors, joiners, spectators, and in actives. Then you can further narrow down your audience by seeing their age ranges, and how they correspond to users on specific social media sites (next graphic).
  • I don’t want to be too heavy on Twitter, but you can use these similar tactics on other social media sites to find your competition and individuals in your industry. (Discuss listening and it’s importance to the process). Use Tools: like Quantcast, and do manual searches: Google, Twitter, Facebook, LinkedIn Groups, Forums, etc. Devote time to this step, and don’t assume you know. Listen before talking. Check out competition: which sites are they concentrating on? What is their overall marketing strategy/plan? Then ask yourself how you can make yours better: Strive for more.
  • Plan your message: You can get lost in social media very easily, that’s why it’s important to take your messaging plan seriously. Set up a monthly schedule and system, prepare your messaging, and stagger your efforts throughout the month. Take advantage of things that save you time, but still allow you to stay plugged in. Have something to say: The last thing you want to do is waste your time with meaningless messaging. Stay on top of what is being said in your industry (or clients industry) and add to it. Retweetablilty statistics, don’t get too heavy on the links….HOWEVER Dan Zarella’s Science of Retweets shows us that having a link in your tweet increases your liklihood of being retweeted. More than ½ of all RTs contain a link (btw: bit.ly is used most often). My standard rule is: for ever 6-7 tweets, only 1 should be self serving. Time of day? Dan found that RTs happen most between the hours of 3pm and midnight. Monday and Friday are the reTweetable days, Friday having the most volume of reTweets. Worthy of noting: Thursday has the highest volume of tweets overall.
  • How we report social media to our clients, and measure success at the end of the month. Of course you want to get 200,000 click throughs, 500 retweets, and 1 million followers…but is it realistic? Once you have realistic goals set make sure you can measure the results. Depending on what your overall purpose is for your social media campaign you may have a variety of end goals. Keep it in perspective, and don’t be ashamed if you have to change your goals midway through your campaign. SEO social media search tools: such as SocialMention.com, SocialSearch.com, twinfluence.com, Scour.com, and many more.
  • Use plugins: (Google toolbar, SearchStatus, Mozbar, Social Media for Firefox, BackType) Platforms: Hootsuite connects Twitter, Facebook, LinkedIn and Wordpress. Also has a killer mobile app. Get e-mail alerts: Google and also Smart Brief alerts. Automate: Using TweetAdder can help to build your Twitter profile. Twitter tools: : use Buzzom.com to manage your Twitter account for free. Easily delete users who don’t follow you back, search for users, etc. Always stay on top: Attend webinars, and check out Hubspots: Inbound Marketing University. Even something as simple as Using mobile web during downtime is a good time saving use. Use free applications: involver. Stay on top of trends, you might miss something valuable….
  • Algorithums: Search engines use social media in determining their rankings. Ex: Google does value tweets, and ranks them using reputation, hashtags, and keywords. Results Pages: Social media profiles show in SERPs, in real-time search, and even individual tweets, notes, lists are cached/ranked. Link Building: Using your social media profiles for inbound link building has been proven to be beneficial to rankings. Social Media Search: More and more users are utilizing Twitter search, Facebook search, and other social media search engines to find what they’re looking for. It’s not just Google anymore. Social media has changed search.
  • Twitter Customize shortened URL text with keywords, and include keywords in your tweets Utilize Twitter lists for SEO Flickr Geotag the photo if geospecific Add your photos to groups as applicable
  • Integrating social and search: thru promotion.
  • The potential for success with social media promotion/sharing is extremely amazing. Content is created and can be tweeted, dugg, stumbled, submitted to reddit, etc which causes it to be written about, linked to, and so on. Creating a potentially massive traffic flow to your site, as well as backlinks, and results, as seen in the graphic.
  • Another great infographic, worth noting. Using the AddtoAny button users primarily shared to Facebook and e-mail, but you can see that sharing is also happening in other areas as well.
  • Subscribe to our blog at VerticalMeasures.com/Blog and tomorrow we’ll have a post listing most of the resources found in this webinar. Or you can tweet us, call us, or even e-mail us if you have more specific questions about what you learned in todays webinar.