Social Media Marketing From Start To Finish


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Want to launch a social media marketing program on a bootstrap budget, but don't know how to begin?

This presentation covers the basics of setting up a social media marketing program, such as how to:
- Define your social media strategy
- Map your social media universe
- Identify your social networks
- Promote your content or launch a social media campaign
- Analyze social media metrics
- Prioritize and manage social media engagement

Also covered are several useful social media productivity tools.

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Social Media Marketing From Start To Finish

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