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Social Media Marketing for the Rest of Us

Social media marketing concepts and practical ideas to implement and measure.

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Social Media Marketing for the Rest of Us

  1. 1. <ul><li>Practical tips and best practices for ConnectWise Partners </li></ul>Web 2.0/Social Media Marketing Strategies
  2. 2. <ul><li>Bernie Borges Intro </li></ul><ul><li>20 + years marketing </li></ul><ul><li>Enterprise software & Internet industries </li></ul><ul><li>Past 6 years providing: </li></ul><ul><ul><li>Internet marketing strategic consulting </li></ul></ul><ul><ul><li>Search engine optimization </li></ul></ul><ul><ul><li>Pay-per-Click advertising management </li></ul></ul><ul><ul><li>Visitor conversion strategies </li></ul></ul><ul><ul><li>Social media marketing strategies </li></ul></ul><ul><ul><li>Help B2B companies find and convert leads on the web  </li></ul></ul>
  3. 3. <ul><li>Topics </li></ul><ul><li>What is Web 2.0/Social Media? </li></ul><ul><li>Web 2.0 Components & Attributes </li></ul><ul><ul><li>RSS </li></ul></ul><ul><ul><li>Blogs </li></ul></ul><ul><ul><li>Social Networking Sites </li></ul></ul><ul><ul><li>Podcasts </li></ul></ul><ul><ul><li>Wikis </li></ul></ul><ul><ul><li>UGC </li></ul></ul><ul><ul><li>SaaS </li></ul></ul><ul><li>Case Study </li></ul><ul><li>Recommendations </li></ul>
  4. 4. <ul><li>Audience Poll </li></ul><ul><li>Company Size </li></ul><ul><li>Product Focus </li></ul><ul><li>Geographic Sales Coverage </li></ul><ul><li>Experience Level with Social Media </li></ul>Have you recently responded to intrusive marketing? e.g., cold call, direct mail, etc.
  5. 5. <ul><li>What is Web 2.O? </li></ul><ul><li> </li></ul><ul><li>Web 2.0 refers to a perceived second generation of web-based communities and hosted services — such as social-networking sites , wikis , and folksonomies — which aim to facilitate creativity , collaboration, and sharing between users. </li></ul><ul><li>&quot;Web 2.0 is the business revolution in the computer industry caused by the move to the Internet as platform , and an attempt to understand the rules for success on that new platform.&quot;[4] </li></ul><ul><li>Web 2.0 is all about collaboration and conversations with communities of people with something in common who interact with each other. </li></ul>
  6. 6. <ul><li>“ Web 1.0” </li></ul><ul><li>What is Web 2.O? </li></ul>Read-Only Web “Web 2.0” Read-Write Web
  7. 7. <ul><li>Web 2.0/Social Media Picture </li></ul>Blogs YouTube Twitter Flickr Reddit Digg StumbleUpon MySpace Facebook LinkedIn BOOMj Share Publish Network
  8. 8. <ul><li>Marketing 2.0 </li></ul>
  9. 9. <ul><li>RSS </li></ul><ul><li>Blogs </li></ul><ul><li>Social Networking Sites </li></ul><ul><li>Podcasts </li></ul><ul><li>Wikis </li></ul><ul><li>UGC </li></ul><ul><li>SaaS </li></ul><ul><li>Web 2.0/Social Media Components </li></ul>
  10. 10. <ul><li>Web 2.0 Drivers </li></ul><ul><li>Technology </li></ul><ul><ul><li>RSS, XML, AJAX </li></ul></ul><ul><li>Bandwidth Proliferation </li></ul><ul><ul><li>WiFi, High Speed Access </li></ul></ul><ul><li>Social Culture of Communication </li></ul><ul><ul><li>Communities Offer Collective Intelligence </li></ul></ul>
  11. 11. <ul><li>Web 2.0 Lifecycle of Interaction </li></ul>Source: The Value of Many, Neighborhood America
  12. 12. <ul><li>Web 2.0/Social Media Benefits </li></ul><ul><li>Low Cost Implementation </li></ul><ul><ul><li>Release early and often </li></ul></ul><ul><ul><li>Research, find, go… </li></ul></ul><ul><li>Loyalty </li></ul><ul><ul><li>Communities, trust, relationships </li></ul></ul><ul><li>Marketing/PR </li></ul><ul><ul><li>Viral affects are huge </li></ul></ul><ul><li>SEO </li></ul><ul><ul><li>Multiple locations of content </li></ul></ul><ul><ul><li>Link centric </li></ul></ul>
  13. 13. <ul><li>RSS </li></ul><ul><li>RSS is a family of Web feed formats used to publish frequently updated content such as blog entries, news headlines, and podcasts .[2] An RSS document (which is called a &quot;feed&quot; or &quot;web feed&quot;[3] or &quot;channel&quot;) contains either a summary of content from an associated web site or the full text. RSS makes it possible for people to keep up with web sites in an automated manner that can be piped into special programs or filtered displays.[3] </li></ul><ul><li>RSS content can be read using software called an &quot; RSS reader &quot;, &quot;feed reader &quot; or an &quot; aggregator &quot;, which can be web-based or desktop-based . The user subscribes to a feed by entering the feed's link into the reader or by clicking an RSS icon in a browser that initiates the subscription process. The RSS reader checks the user's subscribed feeds regularly for new content , downloading any updates that it finds and provides a user interface to monitor and read the feeds. </li></ul><ul><li>R eally S imple S yndication (RSS 2.0) </li></ul><ul><li>RDF Site Summary (RSS 1.0 and RSS 0.90) </li></ul><ul><li>Rich Site Summary (RSS 0.91). </li></ul><ul><li>RSS formats are specified using XML , a generic specification for the creation of data formats. Although RSS formats have evolved since March 1999,[4] the RSS icon (&quot; &quot;) first gained widespread use in 2005/2006. </li></ul>
  14. 14. <ul><li>RSS Example (iGoogle) </li></ul>
  15. 15. <ul><li>Marketing 2.0 </li></ul>
  16. 16. <ul><li>Blogs </li></ul><ul><li>Chronology of communication </li></ul><ul><li>Subscribed conversations </li></ul><ul><li>Like minded people </li></ul><ul><li>Public conversations </li></ul><ul><li>Plain English </li></ul><ul><li>Easy to digest </li></ul><ul><li>Link centric </li></ul><ul><li>Tag, comment, modify, submit… </li></ul>
  17. 17. <ul><li>Blogs Growth </li></ul>
  18. 18. <ul><li>Blog Strategies </li></ul><ul><li>Technical/Product </li></ul><ul><li>Thought Leadership </li></ul><ul><li>Tips/Best Practices </li></ul><ul><li>Opinion </li></ul><ul><li>Controversy </li></ul><ul><li>Marketing/PR </li></ul><ul><li>Entertainment </li></ul><ul><li>Personality </li></ul><ul><li>Commitment </li></ul><ul><li>Consistency </li></ul>
  19. 19. <ul><li>Blog Strategies </li></ul>
  20. 20. <ul><li>SEO Friendly Content & URLs </li></ul><ul><li>Link Centric </li></ul><ul><li>Authentic Conversations </li></ul><ul><li>Social </li></ul><ul><li>Viral </li></ul><ul><li>Blog Marketing Benefits </li></ul>  Results 1 - 10 of about 249,000 for risk factors social media marketing .  
  21. 21. <ul><li>(Blog) Content is King </li></ul>
  22. 22. <ul><li>Marketing 2.0 </li></ul>
  23. 23. <ul><li>Micro Blogs </li></ul><ul><li>Micro-blogging is a form of blogging that allows users to write brief text updates (usually less than 200 characters ) and publish them, either to be viewed by anyone or by a restricted group which can be chosen by the user. These messages can be submitted by a variety of means, including text messaging , instant messaging , email , MP3 or the web . </li></ul><ul><li>The most popular service is called Twitter , which was launched in July 2006 and won the Web Award in the blog category at the 2007 South by Southwest Conference in Austin, Texas . [1] The main competitor to Twitter is Jaiku . </li></ul><ul><li>The popular social networking websites Facebook and MySpace also have a micro-blogging feature, called &quot;status update&quot;. </li></ul><ul><li>Micro-blogging is about “what are you doing right now.” </li></ul>http:// /wiki/Micro-blogging
  24. 25. <ul><li>Will Twitter Explode or Fade? </li></ul>
  25. 26. <ul><li>Blog Content Marketing </li></ul>
  26. 27. <ul><li>Blog Content Marketing </li></ul>
  27. 28. <ul><li>Blog Content Marketing </li></ul>http:// /
  28. 29. <ul><li>Blog Content Marketing </li></ul>
  29. 30. <ul><li>Blog Content Marketing </li></ul>
  30. 31. <ul><li>Blog Content Marketing: DIGG it </li></ul>
  31. 32. <ul><li>Slide Content Marketing </li></ul>
  32. 33. <ul><li>Marketing 2.0 </li></ul>
  33. 34. <ul><li>Social Networking Sites </li></ul><ul><li>A social network service focuses on the building and verifying of online social networks for communities of people who share interests and activities, or who are interested in exploring the interests and activities of others, and which necessitates the use of software . </li></ul><ul><li>Most social network services are primarily web based and provide a collection of various ways for users to interact, such as chat , messaging , email , video , voice chat , file sharing , blogging , discussion groups , and so on. </li></ul>http://
  34. 35. <ul><li>Social Networking Sites Market Share </li></ul>
  35. 36. <ul><li>Social Networking Sites - Facebook </li></ul>
  36. 37. <ul><li>Groups in Facebook </li></ul>
  37. 38. <ul><li>Facebook Applications </li></ul>
  38. 39. <ul><li>Social Networking Case Study: Information Builders Inc. </li></ul>http://
  39. 40. <ul><li>Social Networking Case Study: Information Builders Inc. </li></ul><ul><li>Goal – generate leads from target rich social networking site without being intrusive by using leadership white papers </li></ul><ul><li>Tactics </li></ul><ul><ul><li>Study members interest (1 year) </li></ul></ul><ul><ul><li>Identify mix of white paper topics </li></ul></ul><ul><ul><li>Promote white papers through RSS, permission email, network’s white paper resource </li></ul></ul><ul><ul><li>Set up registration with lead qualification fields </li></ul></ul>
  40. 41. <ul><li>Social Networking Case Study: Information Builders </li></ul>
  41. 42. <ul><li>Social Networking Case Study: Information Builders </li></ul><ul><li>Results </li></ul><ul><ul><li>Exceeded lead goals by 42% </li></ul></ul><ul><ul><li>750% ROI from new sales from leads </li></ul></ul><ul><ul><li>Identified the topics of most interest </li></ul></ul><ul><ul><li>Established thought leadership in community </li></ul></ul><ul><ul><li>Proved merit of slow, patient approach </li></ul></ul><ul><ul><li>Proved value of targeted social networking marketing campaigns </li></ul></ul>
  42. 43. <ul><li>Marketing 2.0 </li></ul>
  43. 44. <ul><li>Podcasting: B2B </li></ul><ul><li>A podcast is a digital media file, or a related collection of such files, which is distributed over the Internet using syndication feeds for playback on portable media players and personal computers . </li></ul><ul><li>Though podcasters' web sites may also offer direct download or streaming of their content, a podcast is distinguished from other digital media formats by its ability to be syndicated, subscribed to, and downloaded automatically when new content is added, using an aggregator or feed reader capable of reading feed formats such as RSS or Atom . </li></ul>http:// /wiki/Podcasting
  44. 45. <ul><li>Podcasting Strategies: B2B </li></ul><ul><li>Identify Content </li></ul><ul><ul><li>Tips </li></ul></ul><ul><ul><li>Trends </li></ul></ul><ul><ul><li>White Papers </li></ul></ul><ul><ul><li>Reports </li></ul></ul><ul><li>Select Show Format </li></ul><ul><li>Blog Post Show Notes (for SEO) </li></ul><ul><li>Submit to Podcast Directories </li></ul><ul><li>Track Subscriptions & Downloads </li></ul><ul><li>Build Loyalty </li></ul><ul><li>Make an Offer (CTA) </li></ul>
  45. 46. <ul><li>Podcasting Basics: B2B </li></ul> /
  46. 47. <ul><li>Podcasting: B2B </li></ul>
  47. 48. <ul><li>Podcasting: B2B </li></ul>
  48. 49. <ul><li>Podcast Growth Projections </li></ul>
  49. 50. <ul><li>Podcast B2B Marketing </li></ul>
  50. 51. <ul><li>Marketing 2.0 </li></ul>
  51. 52. <ul><li>Wiki: B2B </li></ul><ul><ul><li>A wiki is a type of computer software that allows users to easily create, edit and link web pages. </li></ul></ul><ul><ul><li>Wikis are often used to create collaborative websites , power community websites, and are increasingly being installed by businesses to provide affordable and effective Intranets or for use in Knowledge Management . </li></ul></ul><ul><ul><li>One of the best-known wikis is Wikipedia . [2] </li></ul></ul>http:// /wiki/Wiki
  52. 53. <ul><li>Wiki: B2B </li></ul>
  53. 54. <ul><li>Marketing 2.0 </li></ul>
  54. 55. <ul><li>Software as a Service (SaaS): B2B </li></ul><ul><ul><li>Software as a service ( SaaS ) is a software application delivery model where a software vendor develops a web-native software application and hosts and operates (either independently or through a third-party) the application for use by its customers over the Internet. </li></ul></ul><ul><ul><li>Customers do not pay for owning the software itself but rather for using it. They use it through an API accessible over the Web and often written using Web Services or REST . </li></ul></ul><ul><ul><li>The term SaaS has become the industry preferred term, generally replacing the earlier terms Application Service Provider (ASP) and On-Demand . </li></ul></ul><ul><ul><li>http:// </li></ul></ul>
  55. 56. <ul><li>Software as a Service (SaaS): B2B </li></ul>
  56. 57. <ul><li>Web 2.0 Video: B2B </li></ul>
  57. 58. <ul><li>Web 2.0: Survey Results </li></ul><ul><li>The B2BWeb 2.0 Tools Report – August 2007 </li></ul> 189 representatives of companies actively engaged in B2B marketing. <ul><ul><li>Which type of Web 2.0 medium have you deployed in a marketing program in the past year? </li></ul></ul>Value Count Percent Blogs 133 70% RSS 108 57% Podcasts 99 52% Videocasts 76 40% Social Networks / Communities 75 40% Wikis 42 22%
  58. 59. <ul><li>Searching for SEO </li></ul>
  59. 60. <ul><li>B2B Technology Buyers: Who Found Who? </li></ul>
  60. 61. <ul><li>Marketing 2.0 </li></ul>
  61. 62. <ul><li>Measuring Web 2.0 Actions </li></ul><ul><li>Traffic </li></ul><ul><ul><li>URL trackbacks from blogs, etc. </li></ul></ul><ul><li>Brand Development </li></ul><ul><ul><li>Stronger recognition, referrals, etc. </li></ul></ul><ul><ul><li>The “buzz” factor </li></ul></ul><ul><li>Lead Development </li></ul><ul><ul><li>Prospects study blogs, other Web 2.0 properties </li></ul></ul>
  62. 63. <ul><li>Web 2.0 Actions to Consider </li></ul><ul><li>Web 2.0 actions you can take. Interact with others and allow interaction </li></ul><ul><li>with your website. </li></ul><ul><li>Subscribe to RSS-enabled content </li></ul><ul><li>RSS-enable your content </li></ul><ul><li>Propagate content: image, video or audio files </li></ul><ul><li>Upload slides to </li></ul><ul><li>Set up Twitter accounts </li></ul><ul><li>Podcast on topics in which you are expert </li></ul><ul><li>Set up S.N. profiles/groups </li></ul><ul><li>Create a wiki </li></ul>Open the door for conversations with customers and prospects!
  63. 64. <ul><li>For more conversation… </li></ul><ul><li>Bernie Borges </li></ul><ul><li>Email: [email_address] </li></ul><ul><li>Website: http:// / </li></ul><ul><li>Blog: http:// /blog/ </li></ul><ul><li>Twitter: http:// </li></ul><ul><li>Office: 727-234-0952 ext. 1001 </li></ul><ul><li>Cell: 727-421-5460 </li></ul>