Strategies for Blogging and Social Media Marketing

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Social Media Marketing: Working with consumers to create and distribute content about your brand is a powerful tool that smart marketers can't ignore. In this session attendees will learn How to build and execute a great social media campaign; How blogging, and working with bloggers, can help a marketing program "go viral" and the role podcasts and video play in online marketing campaigns.

Published in: Business, Technology

Strategies for Blogging and Social Media Marketing

  1. 1. Strategies for Blogging & Social Network Marketing: A Case Study December 2008
  2. 2. Teach a Man To Fish… <ul><li>Sales – Give a man a fish </li></ul>
  3. 3. Teach a Man To Fish… <ul><li>Marketing – Teach a man to fish </li></ul>
  4. 4. Teach a Man To Fish… <ul><li>Social Media Marketing – Give a man a bass boat, 12 rods and reels, a case a beer and free weekend. </li></ul>
  5. 5. Even the critics… <ul><li>I actually disagree in that bloggers want their seat at the table. ..I guess what’s wrong with it is that I find them stupid. They add nothing to the discourse. They’re written so someone can hear the sound of their own voice… </li></ul><ul><li>[T]hey’re here to stay. They’re not the future, they’re the present. Collectively, they’re a tremendous force, and they’re gonna be with us as they become the new form of media. </li></ul><ul><ul><li>Buzz Bisinger, Writer for Vanity Fair </li></ul></ul>
  6. 6. Agenda <ul><li>What is a Social Network? </li></ul><ul><li>Why Social Networks Matter </li></ul><ul><li>A Case Study </li></ul><ul><li>Your ( yes, your ) social media presence </li></ul>
  7. 7. What is a Social Network? <ul><li>An online meeting place for consumers and influencers </li></ul><ul><li>to create, </li></ul><ul><li>share and </li></ul><ul><li>interact with </li></ul><ul><li>content. </li></ul>
  8. 8. What is a Social Network? <ul><li>YouTube </li></ul><ul><li>Facebook </li></ul><ul><li>MySpace </li></ul><ul><li>LinkedIn </li></ul><ul><li>Amazon </li></ul><ul><li>Technorati </li></ul><ul><li>Flickr </li></ul><ul><li>CitySearch </li></ul><ul><li>Wikihow </li></ul><ul><li>Wikipedia </li></ul><ul><li>Craigs List </li></ul><ul><li>Newsvine </li></ul><ul><li>Yahoo! Answers </li></ul><ul><li>Digg </li></ul>
  9. 9. What is a Social Network? <ul><li>CGM – Consumer Generated Media </li></ul><ul><li>SMM – Social Media Marketing </li></ul><ul><li>WOM – Word of Mouth </li></ul><ul><li>Viral Marketing </li></ul><ul><li>Buzz Marketing </li></ul>
  10. 10. What is a Social Network?
  11. 11. Why Social Networks Matter <ul><li>“ Search, as we know it, is dead… with the rise of social networking sites such as Facebook, MySpace, Twitter, Second Life, LinkedIn …the next generation of Web users may find what they want by using their social network rather than a search algorithm. After all, the people in your online social network should know you better than a mathematical equation, right?” </li></ul><ul><li>--Glenn Derene </li></ul>
  12. 12. Why Social Networks Matter <ul><li>“ Consider how much information you voluntarily provide on your Facebook profile. Now imagine if you could combine that with your Netflix renting and Amazon buying habits. Then throw in the suggestions of your friends and the pages you visit the most often. ..just imagine how accurate a search could be if every time you had a query, the mass of data about you that exists on the Internet could inform the results.” </li></ul><ul><li>--Glenn Derene </li></ul>
  13. 13. Why Social Networks Matter <ul><li>47% of all respondents said they would go to a social networking site to download coupons or search for gift ideas if those services were available; </li></ul><ul><li>45% said they would visit a social networking site to find out about upcoming sales in stores or discounts on products; </li></ul><ul><li>22% said they would read or write a product review on a blog. </li></ul>--BrandWeek
  14. 14. Why Social Networks Matter CGM - Consumer Generated Media
  15. 15. Why Social Networks Matter Shopping networks Wikipedia YouTube Product review sites
  16. 16. Why Social Networks Matter
  17. 17. Why Social Networks Matter
  18. 18. Why Social Networks Matter <ul><li>The most visited sites on the Internet: </li></ul><ul><ul><li>#3 MySpace </li></ul></ul><ul><ul><li>#4 YouTube </li></ul></ul><ul><ul><li>#5 Facebook </li></ul></ul><ul><ul><li>#7 Wikipedia </li></ul></ul><ul><ul><li>#11 Blogger.com </li></ul></ul><ul><ul><li>#12 Craigs List </li></ul></ul><ul><ul><li>#15 Photobucket </li></ul></ul><ul><ul><li>#20 Flickr </li></ul></ul>Alexa, May 2008
  19. 19. Shizuka New York <ul><li>Located in Midtown Manhattan </li></ul><ul><li>Cosmetology & skin care with “Eastern Holistic Knowledge” </li></ul><ul><li>Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar </li></ul>
  20. 20. Shizuka New York <ul><li>Following Word of Mouth program: </li></ul><ul><ul><li>Mention on Jay Leno </li></ul></ul><ul><ul><li>Mention on CNN </li></ul></ul><ul><ul><li>Home page of CNN.com </li></ul></ul><ul><ul><li>E! “The Soup” </li></ul></ul><ul><ul><li>The Hollywood Reporter </li></ul></ul>
  21. 21. With a Compelling Hook <ul><li>Highlighting “Bird Poop Facials” </li></ul>
  22. 22. The Right Channels <ul><li>SEO Press Release </li></ul><ul><li>Blogger Outreach </li></ul><ul><li>Video </li></ul><ul><li>Social Networks </li></ul>
  23. 23. And Goals <ul><li>Branding and awareness </li></ul><ul><li>Increased site traffic </li></ul><ul><li>New clients </li></ul>
  24. 24. SEO Press Release
  25. 25. SEO Press Release
  26. 26. SEO Press Release
  27. 27. SEO Press Release <ul><li>Google News results were at two at the beginning of May and are now at 50 </li></ul>
  28. 28. Blogger Outreach <ul><li>Identify bloggers in key categories: </li></ul><ul><ul><li>Already talking </li></ul></ul><ul><ul><li>Skin Care </li></ul></ul><ul><ul><li>Pop Culture </li></ul></ul><ul><ul><li>News of the Weird </li></ul></ul>
  29. 29. Blogger Outreach <ul><li>Read the blog! </li></ul><ul><li>Clearly identify who you are </li></ul><ul><li>Tailor your message </li></ul><ul><li>Provide only relevant content </li></ul><ul><li>Ask yourself again before you hit “send” </li></ul>
  30. 30. Blogger Outreach
  31. 31. Blogger Outreach
  32. 32. Blogger Outreach <ul><li>Since the campaign launch, 71 emails have been sent to targeted bloggers and websites telling them about the spa and the funny Shizuka “Bird Poop Facial” video. </li></ul>
  33. 33. Blogger Outreach <ul><li>Of the 71 sites contacted 14 have posted about the video. </li></ul>
  34. 34. Blogger Outreach <ul><li>Responses have been positive. </li></ul><ul><ul><li>“ Many thanks for the information...sounds very interesting and I will look into it.” </li></ul></ul><ul><ul><li>“ Thanks for writing us! We'd be happy to feature your video - do you have embeddable code for it?” </li></ul></ul><ul><ul><li>“ Thanks much - I will take a look.” </li></ul></ul>
  35. 35. Video <ul><li>Spoof interview produced </li></ul><ul><li>Uploaded to YouTube </li></ul><ul><li>Embedded in press release </li></ul><ul><li>Sent to bloggers </li></ul>
  36. 36. Video
  37. 37. Video <ul><li>The YouTube Geisha Facial video – 15,000+ views </li></ul>
  38. 38. Social Networks <ul><li>Use social networks to connect with influencers, reporters and consumers: </li></ul><ul><ul><li>StumbleUpon </li></ul></ul><ul><ul><li>Mixx </li></ul></ul><ul><ul><li>Digg </li></ul></ul><ul><ul><li>MySpace </li></ul></ul>
  39. 39. Social Networks
  40. 40. Social Networks <ul><li>Since Mid-May, sites sending traffic to ShizukaNY.com have been from the PR and WOM efforts </li></ul>Source Pages/Visit % New Visits stumbleupon.com 1.17 98% prweb.com 3.15 81% newyork.citysearch.com 3.88 90% beauty.ivillage.com 2.11 98% spafinder.com 3.49 79% cnbc.com 1.51 21% elvacilon.lamusica.com 2.21 94% mizfitonline.com 1.04 100% mixx.com 1.05 93%
  41. 41. Social Networks <ul><li>46% of site traffic in May and June came from Social Networks, including StumbleUpon, Mixx, YouTube and Digg </li></ul>
  42. 42. Other Results <ul><li>Site traffic </li></ul><ul><li>Inbound links </li></ul><ul><li>Web results </li></ul>
  43. 43. Site Traffic <ul><li>Site traffic increased more than 60% </li></ul><ul><li>Traffic increased from all sources </li></ul><ul><li>Inbound links increased from 529 to 917 </li></ul>
  44. 44. Top Content <ul><li>The Geisha Facial information and Geisha Facial video pages were in the top five most popular pages </li></ul>
  45. 45. Web Results Ice Rocket web results were at 3,960 at the beginning of May and are now up to 20,700
  46. 46. Your Buzz
  47. 47. Alterra Group
  48. 48. Americalist
  49. 49. American Greetings
  50. 50. AmTrust
  51. 51. Third Federal
  52. 52. Kroll Direct Marketing
  53. 53. Summary <ul><li>Create a great hook, you can’t fake it </li></ul><ul><ul><li>Funny </li></ul></ul><ul><ul><li>Useful </li></ul></ul><ul><ul><li>Outrageous </li></ul></ul><ul><ul><li>Taboo </li></ul></ul><ul><li>Find the right mix of complementary channels </li></ul><ul><li>Measure results </li></ul>
  54. 54. Get Social Today <ul><li>Attendance and enthusiasm are half the game </li></ul><ul><li>Dedicate time to making this work </li></ul><ul><li>Bring wine </li></ul><ul><li>Seek first to understand, then to be understood </li></ul><ul><li>The conversation is going on right now, the only decision is if you will be involved </li></ul>
  55. 55. Questions & Comments Bill Balderaz [email_address] www.webbedmarketing.com Twitter: @bbalderaz

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