Strategic social marketing


Published on

UCLA lecture May 2011

Published in: Business, Technology
  • Be the first to like this

Strategic social marketing

  1. 1. StrategicSocial Marketing<br />UCLA May 2011<br />5/12/2011<br />1<br />Jessica Gottlieb<br />
  2. 2. 5/12/2011<br />Jessica Gottlieb<br />2<br />Jessica GottliebDigital Strategy<br />818.486.9363<br />@JessicaGottlieb<br /><br /><br /><br />
  3. 3. Measurement First<br />Blogs & Websites<br />Statcounter<br />Sitemeter<br />Google Analytics<br />WP Stats<br />Twitter<br />Hashtracking<br />Hashable<br />Klout<br />Facebook<br />Pages<br />5/12/2011<br />Jessica Gottlieb<br />3<br />
  4. 4. Statcounter Keywords<br />5/12/2011<br />Jessica Gottlieb<br />4<br />
  5. 5. Domain Ownership<br />How many domains do you need? <br />Own the Twitter ID as well<br />Namesake<br />Empire Avenue<br />Facebook Pages<br />Google Profile<br />Redirect <br />DNS registry (www and direct domain)<br />5/12/2011<br />Jessica Gottlieb<br />5<br />
  6. 6. Site Submission<br />Google<br /><br />Bing<br /><br />Yahoo<br /><br />5/12/2011<br />Jessica Gottlieb<br />6<br />
  7. 7. Content and Styling<br />Use your brand name everywhere<br />Talk more about customers than yourself<br />Give praise to your community <br />Relentless honesty<br />Clean pages that are easily scanned<br />5/12/2011<br />Jessica Gottlieb<br />7<br />
  8. 8. Comments Become Content<br />5/12/2011<br />Jessica Gottlieb<br />8<br />
  9. 9. Brand Monitoring<br />Google Alerts<br />Twitter searches<br />Include all known misspellings<br />Monitor the competition<br />Foursquare <br />Yelp<br />Gowalla<br />Scoville<br />5/12/2011<br />Jessica Gottlieb<br />9<br />
  10. 10. Video <br />3 minutes or less<br />Well produced or obviously handheld is best<br />YouTube <br />Use the whole description box<br />Ask for subscribers<br />Ask for upvotes<br />At least ten tags per video<br />Examples<br />Cottonelle<br />Momversation<br />Ben Hug<br />5/12/2011<br />Jessica Gottlieb<br />10<br />
  11. 11. Audience v. Community<br />Audience<br />Consumers of content<br />Little interaction, occasional email<br />Devotion to your message<br />Community<br />Discussion of message<br />Sharing of message<br />Can be highly interactive<br />Some social actions will cater to audience, others to community<br />5/12/2011<br />Jessica Gottlieb<br />11<br />
  12. 12. Links<br /><br />5/12/2011<br />Jessica Gottlieb<br />12<br />