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Effective Social Media Techniques


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Get insights into the techniques behind effectively using social media to build your brand and achieve business growth. Includes a question and answer session with the panelists.

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Effective Social Media Techniques

  1. 1. Affiliate Summit West 2010 Effective Social Media Techniques
  2. 2. Objective: To unbundle the uncertainty, skepticism and cynicism surrounding social media
  3. 3. The Panelists <ul><li>Rebecca Kelley </li></ul><ul><li>Director of Social Media, 10e20 </li></ul><ul><li>(Twitter @RebeccaKelley ) </li></ul><ul><li>Began her online marketing career in 2006, SEO consultant, focuses on organic SEO, social media, content creation, blogging, viral marketing, linkbait </li></ul><ul><li>Provides consulting for clients and manages 10e20’s blog and social media presence </li></ul><ul><li>Guest blogs for IM publications and speaks about IM and viral marketing at industry conferences </li></ul>
  4. 4. The Panelists <ul><li>Brett Tabke </li></ul><ul><li>CEO, WebmasterWorld </li></ul><ul><li>(Twitter @btabke ) </li></ul><ul><li>CEO and founder of WebmasterWorld Inc and Chairman of PubCon Conferences </li></ul><ul><li>Coined several SEO staples such as “Link Farm”, “SEO Themes”, and the classic “SERP” (Search Engine Results Page) </li></ul><ul><li>First known person to have fully decoded the Excite and most of the Altavista search engine algos </li></ul>
  5. 5. The Panelists <ul><li>Keith Plocek </li></ul><ul><li>Social Media Manager, Media Corp </li></ul><ul><li>(Twitter @KeithPlocek ) </li></ul><ul><li>Heads up social media efforts for Media’s family of sites, including Movieline, Hollywood Life, Deadline and OnCars. </li></ul><ul><li>Original social media manager for Village Voice Media, where he started as an editor. </li></ul><ul><li>Specializes in crafting and identifying eyeball-grabbing content that connects writers and readers </li></ul>
  6. 6. Moderator <ul><li>Andrew Wee </li></ul><ul><li>Owner, </li></ul><ul><li>(Twitter @AndrewWee ) </li></ul><ul><li>Singapore-based affiliate, consultant, marketer </li></ul><ul><li>Webmaster and site developer for one of Asia’s first internet portals, developed 10+ vertical portals </li></ul><ul><li>Background in technology/electronics focused business reporting </li></ul>
  7. 7. What is effective social media branding/marketing?
  8. 8. Second Contact @KeithPlocek @btabke @AndrewWee @Rebecca Kelley
  9. 9. Affiliate Summit West 2010 Effective Social Media Techniques Brett Tabke CEO, PubCon/WebmasterWorld
  10. 10. PPC Advertising <ul><li>$65,000 on PPC Ads over 4 years </li></ul><ul><li>Zero Tracked Sales </li></ul><ul><li>$75,000 Marketing budget 2008 </li></ul><ul><li>Moderate Success </li></ul>
  11. 11. All-Twitter-All-The-Time 2009 <ul><li>$0 On marketing or ads </li></ul><ul><li>Results : </li></ul><ul><li>Up 30% attendance in down year </li></ul><ul><li>Overall income up 40% year-over-year and up 15% from peak year. </li></ul>
  12. 12. Ah-Ha Moment Blogging vs Tweeting <ul><li>Blogs live forever - Tweets don‘t </li></ul><ul><li>A blog post starts to live when you post it - a tweet starts to die when you post it </li></ul>
  13. 13. What is Tweeting? <ul><li>Tweeting is a one time broadcast event </li></ul><ul><li>ReTweeting is when it enters reruns </li></ul>
  14. 14. Twitter Tracking <ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> </li></ul>
  15. 15. Retweet is A Marketing Arm <ul><li>Retweets reach and tap new markets that you can reach alone </li></ul>
  16. 16. Retweet Reach <ul><li>I have 26,000 followers. </li></ul><ul><li>My 26,000 followers have a total of 22,000,000 million followers, about 1.1 million unique people! </li></ul><ul><li>If Tweeting is a broadcast medium, then retweet reach is your max audience share </li></ul>
  17. 17. How To Retweet? <ul><li>RT + 1 space + @nick + space or colon + tweet (about 130 chars max) </li></ul><ul><li>Do not start the Re Tweet with an @ sign </li></ul><ul><li>Respect the tweet and keep it original </li></ul><ul><li>Do NOT RT this way: (via @foobar) </li></ul><ul><li>If you have extra space, drop in a #hashtag </li></ul><ul><li>RT’s reaches new followers - #hashtags reach searchers </li></ul>
  18. 18. Twitter: @btabke
  19. 19. Retweets Types <ul><li>Educational Content – tutorials </li></ul><ul><li>Breaking news – losing steam </li></ul><ul><li>Alerts and Warnings (virus, phishing, etc) </li></ul><ul><li>Contests (decreasing) </li></ul>
  20. 20. What Retweets? <ul><li>Tweets with #hashtags have a higher amount of retweets </li></ul><ul><li> retweets more than TinyUrl </li></ul><ul><li>Afternoons are retweet heavy </li></ul>
  21. 21. Retweet The Classics 10 Retweets 7 related @’s @ Slushy Related Mix = 20 Total Reach = 91k follower
  22. 22. When to ReTweet <ul><li>Timing is everything – TOD rules. </li></ul><ul><li>When is your audience on Twitter? </li></ul><ul><li>A good tweet deserves to be seen. Tweet it again </li></ul>
  23. 23. When To Tweet <ul><li>Highest Tweet Day- Wednesday </li></ul><ul><li>ReTweet Days - Monday & Wednesday </li></ul><ul><li>Highest number of retweets 2:15pm-3:30pm eastern. </li></ul><ul><li>#1 Twitter City: London England </li></ul>
  24. 24. Tweet Who/What? <ul><li>ABO : Always Be Optimizing </li></ul><ul><li>Troll the friends of your competition </li></ul><ul><li>Scout related keywords and hashtags </li></ul><ul><li>Contests, coupons, limited time offers, and invites to beta programs. </li></ul>
  25. 25. Retweetables <ul><li>Put Tweet-It buttons everywhere </li></ul><ul><li>Retweet buddies. Ask for a retweet </li></ul><ul><li>Fresh content while it is being retweeted </li></ul>
  26. 26. Influentials <ul><li>Klout – Page Rank for Twitter </li></ul><ul><li>ReTweeters? Track them. </li></ul><ul><li>Thank your retweeters. Let them know you saw it. </li></ul><ul><li>Keep score. Remember to retweet friends. </li></ul><ul><li>1 offs - “payback” retweets at odd hours </li></ul>
  27. 27. Klout
  28. 29. Tweet This! Hello Twitter = Goodbye Google Brett Tabke, PubCon twitter: @btabke
  29. 30. Affiliate Summit West 2010 and Social Media, or the Power of Personality Keith Plocek Editor + Social Media Manager, Media Corporation
  30. 31. Media Corporation <ul><li>comScore Nov. 2009 </li></ul><ul><li>4.7 million unique </li></ul><ul><li>U.S. visitors </li></ul><ul><li>10 million unique </li></ul><ul><li>visitors worldwide </li></ul>
  31. 32. Media Corporation <ul><li>Large focus on the entertainment industry </li></ul><ul><ul><li>Breaking news, exclusive interviews and colorful analysis </li></ul></ul><ul><ul><li>Name-brand talent: </li></ul></ul><ul><ul><ul><li>Nikki Finke, Bonnie Fuller, Mark Lisanti </li></ul></ul></ul><ul><li>Social media efforts reflect this focus </li></ul><ul><ul><li>Never shy about having an opinion </li></ul></ul><ul><ul><li>Individual voices placed front and center </li></ul></ul>
  32. 33. The Power of Personality
  33. 34. Opportunities and Challenges <ul><li>Variety and scale offer opportunities for cross promotion. </li></ul><ul><li>Varied personalities require varied solutions. </li></ul><ul><li>The need to build and maintain brands requires long-term thinking, i.e. no quick fixes. </li></ul>
  34. 35. The Rules of Social Media, or Why Social Media Is a Little Like Sex <ul><li>Be kind. </li></ul><ul><li>Don’t just take. Give. </li></ul><ul><li>Variety is key. </li></ul><ul><li>Hand-crafted > automated </li></ul><ul><li>Take your time (but don’t waste it). </li></ul>
  35. 36. So What’s This Got to Do with Affiliate Marketing? <ul><li>The rules are the same </li></ul><ul><ul><li>Quick tricks = traffic </li></ul></ul><ul><ul><li>A little extra effort = quality traffic </li></ul></ul><ul><li>Personalities help drive engagement </li></ul><ul><ul><li>Bland: “What you guys think of Avatar?” </li></ul></ul><ul><ul><li>Better: “Anyone else think Avatar was overhyped?” </li></ul></ul><ul><li>One word: Linkbait </li></ul>
  36. 37. Good Linkbait Doesn’t Have to Be Complicated
  37. 38. Top 3 Reasons Why Lists Are Awesome <ul><ul><li>1.) They are easy to write. </li></ul></ul><ul><ul><li>2.) They are easy to read. </li></ul></ul><ul><ul><li>3.) They get conversations going. </li></ul></ul>
  38. 39. Charts and Graphs
  39. 40. The Personalities <ul><ul><li>@bonniefuller </li></ul></ul><ul><ul><li>@marklisanti </li></ul></ul><ul><ul><li>@louisvirtel </li></ul></ul><ul><ul><li>@nikkifinke </li></ul></ul><ul><ul><li>@corynnes </li></ul></ul><ul><ul><li>@ppfanner </li></ul></ul><ul><ul><li>@willlee </li></ul></ul><ul><ul><li> </li></ul></ul>@strange_news @hollywoodlife @oncarsonline @movieline
  40. 41. Many thanks! @keithplocek 281-513-4867  Come up and say hello!