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Using Social Networks Effectively Alongside Your Website

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Presentation at the 2011 San Francisco PR Summit, Using Social Networks Effectively Alongside Your Website. What to do and what not to do to use social websites alongside your own website. Using a case study of Kissonline.com the official KISS website.

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Using Social Networks Effectively Alongside Your Website

  1. 1. Michael Brandvold Marketing Presents:How To Properly Use SocialNetworksAlongside Your WebsiteSan Francisco PR Summit 2011 Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 1
  2. 2. TakeawayWhy you need a website and not just a profile.How to use your website with social networks. Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 2
  3. 3. Set The Wayback MachineAmerica OnlineMySpaceFacebook Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 3
  4. 4. Real EstateOwn your piece of the internet Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 4
  5. 5. ControlYour BrandYour BusinessYour CustomersYour Future Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 5
  6. 6. The Social NetworksYour WebsiteFacebookTwitterA Case Study of KISS, December 2010 Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 6
  7. 7. A recent headline from KISS on Facebook:”KISS Facebook Fans Pass 2 Million!” Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 7
  8. 8. Something is not right if Facebook fans aregrowing but website visits are decreasing. Facebook Website Month Likes Visits* August 2010 NA 104,000 Sept 2010 NA 105,000 Oct 2010 1.5 M 63,000 Nov 2010 2M 60,000 Dec 2010 NA 58,000 Jan 2011 NA 56,000 Feb 2011 3M 54,000 *Compete.com Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 8
  9. 9. Six recent stories on Kissonline• KISS FACEBOOK FANS PASS 2 MILLION!• KISS SPOTTED IN NEW YORK• KISS-THEMED SENIOR PHOTO• HAPPY BIRTHDAY TOMMY!• GENE TO DON GOALIE GEAR WITH SASKATOON BLADES• KISS SIGHTING IN FRENCH FASHION MAGAZINE Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 9
  10. 10. Twitter Traffic FlowWhat they are doing: Twitter > FacebookWhat they should do: Twitter > Website Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 10
  11. 11. Facebook Traffic FlowEach story is posted in full.No links back to the original story. Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 11
  12. 12. Why? Why would you ever need to visit Kissonline again if Twitter sends you to Facebook and Facebook gives you the complete story? Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 12
  13. 13. Four Tips for Driving Traffic Tip 1 – Post your headlines on Twitter, and link them back to the full story on your website. Tip 2 – Post a excerpt of the story on Facebook and link back to your website to read the full story. Tip 3 – Post teaser photos on Facebook that link back to your website to see more photos. Tip 4 – Post the photos on your website and link Twitter to the photo on your website. Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 13
  14. 14. Automate• Post short excerpt on Facebook wall and page• Update Twitter feed• Update Linkedin status• Update MySpace status• Repost old posts to TwitterFacebook is consistently the number one trafficsource for my website, followed by Twitter. Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 14
  15. 15. BillboardSocial marketing was recently discussed on the firstpanel at Billboard’s 7th Annual Touring Awards andConference.In a recent article on Billboard.com, Kevin Martin fromband The Gracious Few (and Candlebox) says his banduses the location feature on Twitter to let people in amarket know about an upcoming tour. But Martinpointed out that the band has 17,000 friends onFacebook but has not sold 17,000 albums. Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 15
  16. 16. Marketing PlanSocial networks a important part of a marketing plan.Have a plan for how you intend to use them.Don’t condition your fans to think of the networks as areplacement for your website.They should be a extension of and a traffic source for yourwebsite. Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 16
  17. 17. What Does Social MediaFriendship Mean?The dotcom bubble burst because everyone thoughteyeballs to a website were all that mattered. Eyeballs,Likes, Followers mean nothing if they don’t convert. Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 17
  18. 18. Facebook and Twitter MeanNothing if You Do Nothing toConvert Those Fans Traffic • Email Address • Purchase Share • Like • Tweet • Retweet Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 18
  19. 19. Quoting a famous commander, Jean-Luc Picard ENGAGE Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 19
  20. 20. Thank You!Twitter michaelsbFacebook www.facebook.com/michaelbrandvoldmarketingWeb www.MichaelBrandvold.comEmail me@mikebrandvold.com Copyright 2011 Michael Brandvold Marketing • www.MichaelBrandvold.com 20

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