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.

1. Managing Social Media Social Media Marketing from Start to Finish Lorna Li Green Marketing 2.0

2. About Me Lorna Li (aka @lornali) Social SEO Manager at salesforce.com Founder Search Marketing Salon Search and social media marketing consultant Blogger at bub.blicio.us covering Web 2.0 startups 10 years in the nonprofit sector

3. Social Media: Valuable Marketing Channel or Total Time Suck? Best practices for well managed social media strategy & plan: 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

4. Define Your Social Media Strategy Evaluate your resources You You and an intern You and an agency Analyze your target audience Demographic analysis Psychographic analysis Identify campaign goals & objectives Increase traffic Increase advertising click-thrus Grow membership Establish metrics Source: www.elliance.com

6. Map Your Social Media Universe Where Does Your Audience Live? Blogs and other online publications Twitter and other microblogging communities Forums and discussion boards Social networks Social bookmarking communities Social news sites Social music sites Video and photosharing sites Wikis

7. Identify Your Social Networks 1. Establish a Presence Among the Masses Facebook – 100M+ Unique Visitors Twitter – 20M+ Unique Visitors LinkedIn – 12M+ Unique Visitors 2. Identify the Social Networks for Your Niche Industry specific social networks and forums A-List blogs and online publications Industry influencers – where do they spend their time?

8. Top 20 Social Network Sites Source: Neilsen Online www.netratings.com

9. Niche Social Network

10. Evaluating a Social Network Site activity Number of members Member activity Relationships created Frequency of posting & commenting Time/ date of last comment Number and type of content created Number of blog posts Number of discussion threads Number of RSS subscriptions

11. Promote Your Content 1. Evaluate your content Articles and blog posts Images, video, PowerPoint presentations Downloadable PDFs 2. Make your content discoverable via social media sites Upload videos to YouTube Upload PowerPoint presentations to SlideShare Use TwitterFeed to autopublish blog posts Upload documents for to Scribd Consolidate social media feeds into FriendFeed 2. Actively promote content to your community Tweet Engage bloggers Share on Facebook

12. Social Media Optimization Make sure your content is keyword rich Keywords in title & headings Keywords in content Keywords in link text Keywords in tags That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.

13. Social Media Engagement

14. Social Media Metrics Third Party Social Media Sites Number of submissions/ comments Number of friends, fans, members over time Number of videos / photo views Number of subscribers (email, RSS) Number of blog / wall comments Number of trackbacks Number of # hastags % increase in organic search traffic Web Site Analytics Number of page views Number of visits / unique visitors Referrer data – which social media sites send most traffic? Time on site & bounce rate Search engine keywords Goal conversion

15. Measurement Tools Social Media Monitoring SocialMention Google Alerts Twitter Search TweetBeep Boardreader coComment Radian 6 Website Analytics & Click Tracking Google Analytics Omniture Bit.ly

16. Bit.ly - URL shortener

18. Tracks how many people clicked on it

20. Prioritizing Social Media Source: www. beth.typepad.com

21. Social Media Engagement Listen: 5 hours a week Use social monitoring tools Make listening a daily habit Understand what is being said about your company and /or industry Participate: 10 hours a week Engage in meaningful, authentic conversations Promote: 10-20 hours a week Build trust with your community Distribute content in the social web Measure results Community Building / Social Networking: 20+ hours a week Continue to grow and strengthen your network

22. Social Media Productivity Tools Twitter Productivity Tools TweetDeck TwitterFeed SplitTweet Multi-Platform Productivity Tools Ping.fm Power.com Friendfeed

23. Questions? Email: lorna@searchmarketingsalon.com Twitter: @lornali LinkedIn:LinkedIn.com/in/lornali Website: www.LornaLi.com