Managing Social Media From Start to Finish - Lorna Li


Published on

Lorna Li's slide presentation from ASBPE's "Managing Social Media" webinar (May 29, 2009) gives pointers on setting social media marketing strategy, prioritizing social media tasks, measuring success, automating social media management.

Published in: Business, Technology
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Managing Social Media From Start to Finish - Lorna Li

  1. 1. <ul><li>Lorna Li </li></ul><ul><li>Green Marketing 2.0 </li></ul>Social Media Marketing from Start to Finish
  2. 2. About Me <ul><li>Lorna Li (aka @lornali) </li></ul><ul><li>Social SEO Manager at </li></ul><ul><li>Founder Search Marketing Salon </li></ul><ul><li>Search and social media marketing consultant </li></ul><ul><li>Blogger at covering Web 2.0 startups </li></ul><ul><li>10 years in the nonprofit sector </li></ul>
  3. 3. Social Media: Valuable Marketing Channel or Total Time Suck? <ul><li>Best practices for well managed social media strategy & plan: </li></ul><ul><li>Define your social media strategy </li></ul><ul><li>Map your social media universe </li></ul><ul><li>Identify your social networks </li></ul><ul><li>Promote your content or launch a social media campaign </li></ul><ul><li>Analyze social media metrics </li></ul><ul><li>Prioritize and manage social media engagement </li></ul>
  4. 4. Define Your Social Media Strategy <ul><li>Evaluate your resources </li></ul><ul><ul><li>You </li></ul></ul><ul><ul><li>You and an intern </li></ul></ul><ul><ul><li>You and an agency </li></ul></ul><ul><li>Analyze your target audience </li></ul><ul><ul><li>Demographic analysis </li></ul></ul><ul><ul><li>Psychographic analysis </li></ul></ul><ul><li>Identify campaign goals & objectives </li></ul><ul><ul><li>Increase traffic </li></ul></ul><ul><ul><li>Increase advertising click-thrus </li></ul></ul><ul><ul><li>Grow membership </li></ul></ul><ul><li>Establish metrics </li></ul>Source:
  5. 6. Map Your Social Media Universe <ul><li>Where Does Your Audience Live? </li></ul><ul><li>Blogs and other online publications </li></ul><ul><li>Twitter and other microblogging communities </li></ul><ul><li>Forums and discussion boards </li></ul><ul><li>Social networks </li></ul><ul><li>Social bookmarking communities </li></ul><ul><li>Social news sites </li></ul><ul><li>Social music sites </li></ul><ul><li>Video and photosharing sites </li></ul><ul><li>Wikis </li></ul>
  6. 7. Identify Your Social Networks <ul><li>1. Establish a Presence Among the Masses </li></ul><ul><li>Facebook – 100M+ Unique Visitors </li></ul><ul><li>Twitter – 20M+ Unique Visitors </li></ul><ul><li>LinkedIn – 12M+ Unique Visitors </li></ul><ul><li>2. Identify the Social Networks for Your Niche </li></ul><ul><li>Industry specific social networks and forums </li></ul><ul><li>A-List blogs and online publications </li></ul><ul><li>Industry influencers – where do they spend their time? </li></ul>
  7. 8. Top 20 Social Network Sites Source: Neilsen Online
  8. 9. Niche Social Network
  9. 10. Evaluating a Social Network <ul><li>Site activity </li></ul><ul><ul><li>Number of members </li></ul></ul><ul><ul><li>Member activity </li></ul></ul><ul><ul><li>Relationships created </li></ul></ul><ul><ul><li>Frequency of posting & commenting </li></ul></ul><ul><ul><li>Time/ date of last comment </li></ul></ul><ul><li>Number and type of content created </li></ul><ul><ul><li>Number of blog posts </li></ul></ul><ul><ul><li>Number of discussion threads </li></ul></ul><ul><li>Number of RSS subscriptions </li></ul>
  10. 11. Promote Your Content <ul><li>1. Evaluate your content </li></ul><ul><ul><li>Articles and blog posts </li></ul></ul><ul><ul><li>Images, video, PowerPoint presentations </li></ul></ul><ul><ul><li>Downloadable PDFs </li></ul></ul><ul><li>2. Make your content discoverable via social media sites </li></ul><ul><ul><li>Upload videos to YouTube </li></ul></ul><ul><ul><li>Upload PowerPoint presentations to SlideShare </li></ul></ul><ul><ul><li>Use TwitterFeed to autopublish blog posts </li></ul></ul><ul><ul><li>Upload documents for to Scribd </li></ul></ul><ul><ul><li>Consolidate social media feeds into FriendFeed </li></ul></ul><ul><li>3. Actively promote content to your community </li></ul><ul><ul><li>Tweet </li></ul></ul><ul><ul><li>Engage bloggers </li></ul></ul><ul><ul><li>Share on Facebook </li></ul></ul>
  11. 12. Social Media Optimization <ul><li>Make sure your content is keyword rich </li></ul><ul><ul><li>Keywords in title & headings </li></ul></ul><ul><ul><li>Keywords in content </li></ul></ul><ul><ul><li>Keywords in link text </li></ul></ul><ul><ul><li>Keywords in tags </li></ul></ul><ul><li>That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic. </li></ul>
  12. 13. Social Media Engagement
  13. 14. Social Media Metrics <ul><li>Third Party Social Media Sites </li></ul><ul><li>Number of submissions/ comments </li></ul><ul><li>Number of friends, fans, members over time </li></ul><ul><li>Number of videos / photo views </li></ul><ul><li>Number of subscribers (email, RSS) </li></ul><ul><li>Number of blog / wall comments </li></ul><ul><li>Number of trackbacks </li></ul><ul><li>Number of # hastags </li></ul><ul><li>% increase in organic search traffic </li></ul><ul><li>Web Site Analytics </li></ul><ul><li>Number of page views </li></ul><ul><li>Number of visits / unique visitors </li></ul><ul><li>Referrer data – which social media sites send most traffic? </li></ul><ul><li>Time on site & bounce rate </li></ul><ul><li>Search engine keywords </li></ul><ul><li>Goal conversion </li></ul>
  14. 15. Measurement Tools <ul><li>Social Media Monitoring </li></ul><ul><li>SocialMention </li></ul><ul><li>Google Alerts </li></ul><ul><li>Twitter Search </li></ul><ul><li>TweetBeep </li></ul><ul><li>Boardreader </li></ul><ul><li>coComment </li></ul><ul><li>Radian 6 </li></ul><ul><li>Website Analytics & Click Tracking </li></ul><ul><li>Google Analytics </li></ul><ul><li>Omniture </li></ul><ul><li> </li></ul>
  15. 16. - URL shortener
  16. 17. - URL shortener <ul><li>Why Use </li></ul><ul><li>Allows you to shorten a long url </li></ul><ul><li>Tracks how many people clicked on it </li></ul><ul><li>Assigns a permanent 301 redirect, so link juice is passed to original content </li></ul>
  17. 18. Measurement Tools
  18. 19. Prioritizing Social Media Source: www.
  19. 20. Social Media Engagement for SMBs <ul><li>Listen: 5 hours a week </li></ul><ul><ul><li>Use social monitoring tools </li></ul></ul><ul><ul><li>Make listening a daily habit </li></ul></ul><ul><ul><li>Understand what is being said about your company and /or industry </li></ul></ul><ul><li>Participate: 10 hours a week </li></ul><ul><ul><li>Engage in meaningful, authentic conversations </li></ul></ul><ul><li>Promote: 10-20 hours a week </li></ul><ul><ul><li>Build trust with your community </li></ul></ul><ul><ul><li>Distribute content in the social web </li></ul></ul><ul><ul><li>Measure results </li></ul></ul><ul><li>Community Building / Social Networking: 20+ hours a week </li></ul><ul><ul><li>Continue to grow and strengthen your network </li></ul></ul>
  20. 21. Best Practices for Small Companies Source: www. <ul><li>Does social media seem too time consuming? </li></ul><ul><ul><li>Divide & conquer: assign an individual to manage each channel </li></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>Your blog </li></ul></ul></ul><ul><ul><li>Co-Tweeting: take turns chatting with your community </li></ul></ul><ul><ul><li>Hire interns: to help you find stakeholders and grow your community </li></ul></ul><ul><ul><li>Automate: using social media productivity tools and widgets </li></ul></ul>
  21. 22. Social Media Productivity Tools <ul><li>Twitter Productivity Tools </li></ul><ul><li>TweetDeck </li></ul><ul><li>TwitterFeed </li></ul><ul><li>SplitTweet </li></ul><ul><li>Multi-Platform Productivity Tools </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>Friendfeed </li></ul>
  22. 23. Questions? <ul><li>Email: [email_address] </li></ul><ul><li>Twitter: @lornali </li></ul><ul><li>LinkedIn: </li></ul><ul><li>Website: </li></ul>