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Serena Cutting Thru The Clutter Startup Princess


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An overview of social media, the landscape and how to start getting involved.

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Serena Cutting Thru The Clutter Startup Princess

  1. 1. Social Media Tools: Cutting through the Clutter Serena Ehrlich, Startup Army – add me!
  2. 2. Social Media is here to stay… have you Twittered or checked LinkedIn today?
  3. 3. Where do you start? <ul><li>Know your company’s comfort level! </li></ul><ul><li>Check out how many tools you usually are now considered ‘social media’ tools </li></ul><ul><ul><ul><li>The Online Newsroom = Key Website </li></ul></ul></ul><ul><ul><ul><li>The Press Release = Online Web Page </li></ul></ul></ul><ul><ul><ul><li>Your Company’s Website = Traffic & ROI </li></ul></ul></ul><ul><ul><ul><li>Media Relations = Content and Links </li></ul></ul></ul><ul><ul><ul><li>Public Relations = Direct Customer & Social Media </li></ul></ul></ul><ul><ul><ul><li>Marketing Campaigns = Keywords </li></ul></ul></ul><ul><ul><ul><li>Crisis Management = Ranking and Reach </li></ul></ul></ul>
  4. 4. If they care they will share.
  5. 5. Define Your Audience <ul><li>How? Use existing & web-based research: </li></ul><ul><ul><ul><li>Ask web team for web-based analytics </li></ul></ul></ul><ul><ul><ul><li>Ask IR team for their IR web page analytics </li></ul></ul></ul><ul><ul><ul><li>Ask New Biz Dev group for future areas of interest </li></ul></ul></ul><ul><ul><ul><li>Ask advertising team for the data they use </li></ul></ul></ul><ul><ul><ul><li>Use web-based tools to find out how savvy your online customers are: </li></ul></ul></ul><ul><ul><ul><ul><ul><li>Web traffic measurement sites:, </li></ul></ul></ul></ul></ul><ul><ul><ul><ul><ul><li>Website measurement: </li></ul></ul></ul></ul></ul>
  6. 6. Objectives & Strategies <ul><li>A social media campaign takes time to build, so focus on long term objectives </li></ul><ul><ul><ul><li>Good: Comcast on Twitter </li></ul></ul></ul><ul><ul><ul><li>Bad: Starbucks Podcast </li></ul></ul></ul><ul><li>Choose your strategy to match your customer and objectives </li></ul><ul><li>Don’t forget the easiest objective, increase search engine results! </li></ul>
  7. 7. Measuring Social Media Success <ul><li>Attention.   The amount of traffic to your content for a given period of time.  Similar to the standard web metrics of site visits and page/video views. </li></ul><ul><li>Participation.   The extent to which users engage with your content in a channel.  Think blog comments, Facebook wall posts, YouTube ratings, or widget interactions. </li></ul><ul><li>Authority.   Ala Technorati, the inbound links to your content - like trackbacks and inbound links to a blog post or sites linking to a YouTube video. </li></ul><ul><li>Influence.   The size of the user base subscribed to your content.  For blogs, feed or email subscribers; followers on Twitter or Friendfeed; or fans of your Facebook page. </li></ul><ul><li>There's an &quot;x-factor&quot; that comes into play well:  sentiment .  The spirit driving user participation matters.  The net result of these adds up to a score for social media engagement. </li></ul><ul><li>Source: Peter Kim: </li></ul>
  8. 8. Technologies: Pick Your Poison <ul><li>Do your research: Where is your customer </li></ul><ul><ul><ul><li>A company with a local Oklahoma* audience </li></ul></ul></ul><ul><ul><ul><ul><li>Locally focused blog </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Outreach and participation on Sooner related sites </li></ul></ul></ul></ul><ul><li>Pick your tool(s) </li></ul><ul><ul><ul><li>Increasing search results </li></ul></ul></ul><ul><ul><ul><li>Blogs </li></ul></ul></ul><ul><ul><ul><li>Tagging </li></ul></ul></ul><ul><ul><ul><li>Technorati </li></ul></ul></ul><ul><ul><ul><li>YouTube </li></ul></ul></ul><ul><ul><ul><li>Flickr </li></ul></ul></ul><ul><ul><ul><li>Photobucket </li></ul></ul></ul><ul><ul><ul><li>Twitter </li></ul></ul></ul><ul><ul><ul><li>Myspace </li></ul></ul></ul><ul><ul><ul><li>Facebook </li></ul></ul></ul><ul><ul><ul><li>LinkedIn </li></ul></ul></ul><ul><ul><ul><li>Digg </li></ul></ul></ul><ul><ul><ul><li>Delicious and we haven’t even gotten started yet… </li></ul></ul></ul>
  9. 9. Where You Appear in Search Ranking is Important *Source: Eyetools, Inc. Google HOT Zone Organic Ranking Visibility (shown in a percentage of participants looking at a listing in this location) Rank 1 – 100% Rank 2 – 100% Rank 3 – 100% Rank 4 – 85% Rank 5 – 60% Rank 6 – 50% Rank 7 – 50% Rank 8 – 30% Rank 9 – 30% Rank 10 – 20%
  10. 10. Increase SERPS: Determine and Implement Keywords <ul><li>SERPs = Search engine results page (ranking) </li></ul><ul><li>Analyze keywords </li></ul><ul><ul><ul><li>Brainstorming </li></ul></ul></ul><ul><ul><ul><li>Keyword analysis </li></ul></ul></ul><ul><li>Refine keyword list </li></ul><ul><ul><ul><li>A popularity count </li></ul></ul></ul><ul><ul><ul><li>Keyword research </li></ul></ul></ul><ul><li>Identify 3 target keywords </li></ul><ul><ul><ul><li>Assigning keywords </li></ul></ul></ul><ul><ul><ul><li>Keyword selection </li></ul></ul></ul>
  11. 11. Source: ZDNet, May 18, 2006 More than half (55.53%) of searchers use two – three words in the search engine
  12. 12. A variety of tools can tell you which search terms are being used Sources: Google Trends and Keyword Discovery
  13. 13. Free tools like Google Keyword
  14. 14. Type in the URL They provide the keywords! EASY!
  15. 15. <ul><li>Bold, Italics , Symbols *@ # </li></ul><ul><li>Sub heads and Bullet points are optimized </li></ul><ul><li>Anchor Text key phrases and company name </li></ul><ul><li>Foreign language characters </li></ul><ul><li>Add in Social Networking Tags </li></ul><ul><li>Multimedia: Photos, video </li></ul><ul><li>= FREE Improved Search Engine Visibility </li></ul>Increase SERPS: Optimize Your Press Release
  16. 16. The Social Media Release
  17. 18. How do your releases rate? Try to see how your releases rank
  18. 19. Increase SERPS: Tag Everything <ul><li>Add tags to press releases </li></ul><ul><li>Add tags to your website </li></ul><ul><li>Add tags to the multimedia on your site </li></ul><ul><li>Tagging works! </li></ul>
  19. 20. Other tools: Blogging <ul><li>According to BlogPulse, a Nielsen BuzzMetrics service: </li></ul><ul><ul><li>Total identified blogs: 78,703,197 </li></ul></ul><ul><ul><li>New blogs in last 24 hours: 93,041 </li></ul></ul><ul><ul><li>Blog posts indexed in last 24 hours: 14,310 </li></ul></ul><ul><ul><li>(as of August 4, 2008) </li></ul></ul>
  20. 21. How do you compete with that? <ul><li>Create a long term plan with an objective </li></ul><ul><ul><li>Example: Starbucks podcast: </li></ul></ul><ul><li>Create an editorial calendar. </li></ul><ul><ul><li>Blog your press releases then tweet your blog to give it additional life </li></ul></ul><ul><ul><li>Link to other interesting blogs and ask them to link back to your blog </li></ul></ul><ul><li>Watch your target marketplace/industry </li></ul><ul><li>Practice writing and getting comfortable with blogging </li></ul><ul><li>Be transparent & hype free. No spin! Remember, the web is forever </li></ul><ul><ul><li>Example: Whole Foods chat room participation </li></ul></ul><ul><li>Show an interest in dialogue ~ both good and bad </li></ul><ul><ul><li>Dell being forced to reply on blogs = Dell being lauded for web participation </li></ul></ul><ul><li>Add unique value so people come back!!! </li></ul>
  21. 23. <ul><li>Announcements </li></ul><ul><li>Press Releases </li></ul><ul><li>Images </li></ul><ul><li>Video </li></ul><ul><li>Blog/RSS </li></ul><ul><li>Supporting Documents </li></ul><ul><li>Media Coverage </li></ul><ul><li>Social News/Bookmark </li></ul>Lee Odden, TopRank Blog 2008 Tools To Try Now
  22. 24. Did I mention… <ul><li>Sites like YouTube, Photobucket, Docstoc, Digg, Delicious, Twitter are </li></ul><ul><ul><li>Mini search engines, so why not have your company or product registered </li></ul></ul><ul><ul><li>Extremely optimized, increasing your visibility in your own search results </li></ul></ul><ul><li>Links from these websites to your website increase your natural SERPS. </li></ul>
  23. 26. <ul><li>Google news alerts, keyword search, website analytics </li></ul><ul><li>This is your new research department to understanding your peers & your “rep” </li></ul><ul><li>Allows you to find out where your audience is hiding </li></ul><ul><ul><li>Forums </li></ul></ul><ul><ul><li>Review sites </li></ul></ul><ul><li>And discover appropriate social media platforms and get involved </li></ul><ul><li>Free. All day. Every day. </li></ul>
  24. 27. YouTube, Photobucket, Flickr, Docstoc <ul><li>Create company accounts on each of these sites </li></ul><ul><li>Use your logo as your avatar </li></ul><ul><li>Include links back to your website </li></ul><ul><li>Name and tag each item you upload </li></ul><ul><ul><li>Photos, headshots, logos and computer screen shots </li></ul></ul><ul><ul><li>User generated video, photos </li></ul></ul><ul><ul><li>Company created videos: Training videos, commercials </li></ul></ul><ul><ul><li>Documents such as: </li></ul></ul><ul><ul><ul><li>Marketing materials </li></ul></ul></ul><ul><ul><ul><li>Print advertising examples </li></ul></ul></ul><ul><ul><ul><li>Supporting research </li></ul></ul></ul><ul><li>Include links to each of these within EVERY press release </li></ul>
  25. 28. <ul><li>Does great in universal search! </li></ul><ul><li>Aim to be helpful </li></ul><ul><li>Don’t aim to for global redistribution of your video but enjoy it if you get it! </li></ul><ul><li>Ideas… </li></ul><ul><ul><li>3M Post it Challenge, Tide-To-Go Talking Stain Contest, Will it Blend, etc. </li></ul></ul><ul><ul><li>Instructional videos </li></ul></ul><ul><ul><li>Products or services in action </li></ul></ul><ul><ul><li>Webinar recordings </li></ul></ul><ul><ul><li>Interviews </li></ul></ul><ul><ul><li>ANYTHING! </li></ul></ul>
  26. 32. Embedded links & tags in a press release let you share your online content with your readers to improve your online presence.
  27. 34. You can then add these people (or anyone that you find, for that matter) to your network
  28. 36. To tweet or not to tweet…
  29. 37. <ul><li>Great for passing on short pieces of information or links (links = SEO) </li></ul><ul><li>Users are “early adapters” and primarily coastal, growing internationally </li></ul><ul><li>A good Twitterer shares helpful info </li></ul><ul><li>Connect with possible customers. </li></ul><ul><li>Build a following & brand awareness </li></ul><ul><li>Save time and use the Twitter search button </li></ul><ul><li> </li></ul><ul><ul><li>Comcast </li></ul></ul><ul><ul><li>Zappos </li></ul></ul><ul><ul><li>Dell </li></ul></ul>
  30. 38. How to use Twitter <ul><li>Create an account. Think about what your account name should be – shorter is better </li></ul><ul><li>Go to and search on every possible keyword you can think of </li></ul><ul><li>Follow those folks you find to be interesting </li></ul><ul><li>Follow folks talking about your brand/industry/competitors </li></ul><ul><li>Share interesting, relevant information through “tweets” </li></ul><ul><li>Use tools like to set up tweets meant so drive traffic </li></ul>
  31. 44. Getting Started Today…. <ul><li>Define your product/company’s keywords </li></ul><ul><li>Identify and locate your online influencers and audience </li></ul><ul><li>Add formatting and links to your press releases to increase visibility and web traffic </li></ul><ul><li>Figure out the best page to link to on your site </li></ul><ul><li>Set up accounts on social media sites to provide resources and check keywords and tags </li></ul><ul><li>Watch your ranking, measurement reports and website analytics to see how people are finding you and how traffic is moving thru your site. </li></ul><ul><li>Watch and adjust </li></ul>
  32. 45. If I can ever be of assistance, just tweet! <ul><li>Serena Ehrlich </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li>[email_address] </li></ul>