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Online Marketing Strategy & Tactics
          NOEW 2012
SEO                        SMO
Search Engine Optimization   Social Media Optimization




   SoMe                           SEM
                             Search Engine Marketing
Social Media Marketing
                                      (PPC)
Social Media Facts

• Social media, just like traditional media,
  doesn’t require your participation in
  every area.
• Create as big or small of a community as
  your are comfortable with.
• The average social network user is 37.
• YouTube is the 2nd largest search engine
  behind Google…who happens to own
  them.
Social Media Facts

• Roughly 1 hour a day or 5 hours a week
  can maintain an effective social media
  presence for a small business.
• Most social networks are free – just
  takes time.
• There are more than 100 different
  social-media tracking tools for
  Facebook, Twitter and other online-
  media sites.
So Where Do I start?
Start with the Big Picture

• What do we want to accomplish?
• Who is responsible?
• How many hours and how much
  money do we want to spend?
• How will we measure success?
• What are our competitors doing
  and how can we do it better?
Analyze




Engage         Optimize
Four Steps to Social Strategy
1. Listen
   To who? For What? People are already talking about
       you or your brand, join the conversation
2. Engage
   Take what people are saying about you or your brand
       an respond. But, do so in a manner that adds
       value
3. Analyze
   What messaging worked? Who is your audience? How
      are you reaching that audience and are you doing
      so effectively?
4. Optimize
   Take what you’ve learned and make your messaging
       better for the future.
Listen   Google Alerts
Listen   Social Mention
Listen   Google Insights
Listen   Quantcast
Hone in…
Engage Create a detailed Plan of Action

       • What are the steps to accomplishing
         our goals?
       • What Assets will we be using?
       • What are the key Milestones to
         measure performance?
       • How are we tracking results?
Engage   Know Your Audience
Engage   Process and Protocol
             In order to successfully run a
                 social media campaign
                   you have to have a
                process in place. Process
                       will increase
                     accountability,
                    effectiveness and
                        efficiency.
Engage   Schedule

           How much time will
           you spend on a Daily
           weekly and monthly
           basis and how will
           you allocate those
           hours?
Engage   Schedule
Optimize     Online Resources to RePURPOSE
                  Promote and Connect
           • Paid Search
           • Natural Search Results
           • Blogging
           • Social Media
           • Associated Content
           • Business Listings and Link Development
           • E - Newsletter
Tools
  Having the right
 protocol and tools in
  play will help you
 achieve a successful
  and well-managed
     social media
      campaign.

 Here are some tools we
 use and recommend…
Your Inbox
Set a reminder everyday to check or
   update your social networks and
  set your social networks to update
       you through your Inbox or
               Calendar.
Your Phone
About 1-in-3 adults now
  have phones with apps
  on them so use them!
 Your phone will save you
 time when access social
   networks on the go.
Your Team
There is no greater tool in
   your tool-kit than the
   team you work with.
   Encourage them to
      embrace online
    networks, include it
  their e-mail signatures,
   write blog posts, etc…
TweetDeck
TweetDeck is a Twitter application
that helps to organize your twitter
stream, messages and friends.
Selective Tweets
Selective Tweets is a Facebook
 application that allows you to
 update Facebook directly from
Twitter, cutting out an extra step
         and saving time.
•   You have goals and plan.
•   You have a schedule.
•   You know who you want to reach.
•   You have resources allocated.
•   You have content created.

                         Now what…
Facebook
Twitter
Pinterest
Google+
Review Sites
Analyze    What Messaging Worked?

          • Facebook Insights
             – What messaging got the best response
             – What are your Facebook Fan demographics

          • Twitalyzer and TweetStats
             – How many times were you mentioned
             – Whats your social status?

          • Google Analytics
             – Referring Traffic
             – Keywords
Analyze
Analyze                 Bit.ly

          Bit.ly is a free URL-shortener which
           provides you with the opportunity
             to shorten links and track them
                    through social media.
Twitter Tools
Analyze
Analyze   Facebook Insights
Analyze
Integration
FSC Interactive
  1943 Sophie Wright Place
   New Orleans, LA 70130
       t. 504.894.8011
        f. 504.894.8012
   www.fscinteractive.com
www.facebook/fscinteractive.com
            @fscnola
 www.slideshare.com/fscnola

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Noew 2012 presentation

  • 1. Online Marketing Strategy & Tactics NOEW 2012
  • 2. SEO SMO Search Engine Optimization Social Media Optimization SoMe SEM Search Engine Marketing Social Media Marketing (PPC)
  • 3. Social Media Facts • Social media, just like traditional media, doesn’t require your participation in every area. • Create as big or small of a community as your are comfortable with. • The average social network user is 37. • YouTube is the 2nd largest search engine behind Google…who happens to own them.
  • 4. Social Media Facts • Roughly 1 hour a day or 5 hours a week can maintain an effective social media presence for a small business. • Most social networks are free – just takes time. • There are more than 100 different social-media tracking tools for Facebook, Twitter and other online- media sites.
  • 5. So Where Do I start?
  • 6.
  • 7. Start with the Big Picture • What do we want to accomplish? • Who is responsible? • How many hours and how much money do we want to spend? • How will we measure success? • What are our competitors doing and how can we do it better?
  • 8. Analyze Engage Optimize
  • 9. Four Steps to Social Strategy 1. Listen To who? For What? People are already talking about you or your brand, join the conversation 2. Engage Take what people are saying about you or your brand an respond. But, do so in a manner that adds value 3. Analyze What messaging worked? Who is your audience? How are you reaching that audience and are you doing so effectively? 4. Optimize Take what you’ve learned and make your messaging better for the future.
  • 10.
  • 11. Listen Google Alerts
  • 12. Listen Social Mention
  • 13. Listen Google Insights
  • 14. Listen Quantcast
  • 15. Hone in… Engage Create a detailed Plan of Action • What are the steps to accomplishing our goals? • What Assets will we be using? • What are the key Milestones to measure performance? • How are we tracking results?
  • 16. Engage Know Your Audience
  • 17. Engage Process and Protocol In order to successfully run a social media campaign you have to have a process in place. Process will increase accountability, effectiveness and efficiency.
  • 18. Engage Schedule How much time will you spend on a Daily weekly and monthly basis and how will you allocate those hours?
  • 19. Engage Schedule
  • 20. Optimize Online Resources to RePURPOSE Promote and Connect • Paid Search • Natural Search Results • Blogging • Social Media • Associated Content • Business Listings and Link Development • E - Newsletter
  • 21. Tools Having the right protocol and tools in play will help you achieve a successful and well-managed social media campaign. Here are some tools we use and recommend…
  • 22. Your Inbox Set a reminder everyday to check or update your social networks and set your social networks to update you through your Inbox or Calendar.
  • 23. Your Phone About 1-in-3 adults now have phones with apps on them so use them! Your phone will save you time when access social networks on the go.
  • 24. Your Team There is no greater tool in your tool-kit than the team you work with. Encourage them to embrace online networks, include it their e-mail signatures, write blog posts, etc…
  • 25. TweetDeck TweetDeck is a Twitter application that helps to organize your twitter stream, messages and friends.
  • 26. Selective Tweets Selective Tweets is a Facebook application that allows you to update Facebook directly from Twitter, cutting out an extra step and saving time.
  • 27. You have goals and plan. • You have a schedule. • You know who you want to reach. • You have resources allocated. • You have content created. Now what…
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  • 39. Analyze What Messaging Worked? • Facebook Insights – What messaging got the best response – What are your Facebook Fan demographics • Twitalyzer and TweetStats – How many times were you mentioned – Whats your social status? • Google Analytics – Referring Traffic – Keywords
  • 41. Analyze Bit.ly Bit.ly is a free URL-shortener which provides you with the opportunity to shorten links and track them through social media.
  • 43. Analyze Facebook Insights
  • 46. FSC Interactive 1943 Sophie Wright Place New Orleans, LA 70130 t. 504.894.8011 f. 504.894.8012 www.fscinteractive.com www.facebook/fscinteractive.com @fscnola www.slideshare.com/fscnola

Editor's Notes

  1. Search blogs, forums, microblogs, etc…www.socialmention.com
  2. What are the popular search terms in your category? Search by region,date range, categories, etc.
  3. How qualified is a site? Find information on traffic, demographics and similar sites on www.Quantcast.com. www.compete.com www.quarkbase.com are additional free tools.