How The Heck Do I Do Social Media Marketing - A Basic 101 Lesson


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Wondering how the heck to get started in Social Media Marketing? What are the basics you need to know before diving in with the sharks that swim in these social media waters? View this presentation!

This was a solo presentation given at Search Engine Strategies in New York in March 2010. This session covered the basics of social media, things too look out for, things to do and not to do, what goes into a strategy and how different types of social media communities relate to the types of people that are present in social media.

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How The Heck Do I Do Social Media Marketing - A Basic 101 Lesson

  1. 1. Social Media 101 Liana “Li” Evans, Director of Social Media Serengeti Communications SES New York – March 2010
  2. 2. HOW’D WE GET HERE?
  3. 3. Social Media’s Rise
  4. 4. Social Media Is Not <ul><ul><li>Quick Fix for Marketing Plans </li></ul></ul><ul><ul><li>Substitute to Sound SEO Practices </li></ul></ul><ul><ul><li>Substitute to Sound PPC Practices </li></ul></ul><ul><ul><li>Silver Bullet for Strategies that Aren’t Working </li></ul></ul><ul><ul><li>To Be Taken Lightly </li></ul></ul><ul><ul><li>Done by Interns </li></ul></ul><ul><ul><li>Fast & Easy </li></ul></ul>
  5. 5. So What’s It All About?
  6. 7. It’s Not About You
  7. 8. The Value They Find
  8. 9. If Something is Valuable It Gets Shared
  9. 10. Sharing & Conversation When it comes down to it, Social Media is about sharing a conversation or an experience and that conversation can include different forms of content.
  11. 12. Don’t Just Jump In
  12. 13. WHAT you do is just as important as WHERE you do it
  13. 14. What’s Your Strategy?
  14. 15. This Isn’t Strategy Implementing tactics in the absence of strategy is like doing nothing at all
  15. 16. Some Things To Keep In Mind <ul><li>Being popular is overrated </li></ul><ul><li>Research where your audience is </li></ul><ul><li>Understand what’s being said </li></ul><ul><li>Don’t try to control the conversation </li></ul><ul><li>Be real, honest and upfront </li></ul><ul><li>Be prepared to accept the negative </li></ul><ul><li>Don’t limit your plan to 1 type of social media </li></ul><ul><li>Be prepared to be “popular” </li></ul>
  16. 17. Social Media is More Than Facebook
  17. 19. Where’s Your Audience?
  18. 21. Define Your Goals Before Starting
  19. 22. The Stuff You Can Measure <ul><li>Video or Photo Views, Comments, Ratings, Links </li></ul><ul><li>Twitter Followers & Retweets </li></ul><ul><li>Number of Reviews (Positive & Negative) </li></ul><ul><li>Blog Comments & Subscribers </li></ul><ul><li>Replies to Forum Messages </li></ul><ul><li>New Users to Forum </li></ul><ul><li>Subscribers, Friends to Profiles </li></ul><ul><li>Answers to Questions Asked </li></ul>Beyond Traffic & Conversions
  20. 23. Confused Yet?
  22. 25. Start From the Beginning <ul><li>Who Is Your Audience? </li></ul><ul><ul><li>Is it different offline than online? </li></ul></ul><ul><ul><li>Are you missing opportunities? </li></ul></ul><ul><ul><li>Don’t Assume! </li></ul></ul><ul><li>What Is Your End Goal? </li></ul><ul><ul><li>Lift market share </li></ul></ul><ul><ul><li>Branding </li></ul></ul><ul><ul><li>Increase sales </li></ul></ul>
  23. 26. Listen & Learn <ul><li>Where is your audience hanging out </li></ul><ul><li>What are they saying about you </li></ul><ul><li>How do they communicate & share </li></ul><ul><li>Who are the influencers </li></ul>
  24. 27. Plan, Plan, Plan <ul><li>Create Your Strategy Based On Your Research </li></ul><ul><li>Remember – It’s Not Really Free </li></ul><ul><ul><li>Resources: Money, People, Platforms & Tools </li></ul></ul><ul><li>Policies </li></ul><ul><li>Who Helps Runs This? </li></ul><ul><li>Contingency Plans </li></ul><ul><li>What Is Success? </li></ul><ul><li>Promotion! </li></ul>
  25. 28. Implement & Measure <ul><li>Define Your Goals </li></ul><ul><li>Measure Your Progress </li></ul><ul><ul><li>Analytics </li></ul></ul><ul><ul><li>Buzz Monitoring </li></ul></ul><ul><ul><li>Links, Page Rank, etc. </li></ul></ul><ul><li>Is It Worth Your Investment? </li></ul>
  27. 30. So What About All These Sites?
  28. 32. Social News
  29. 33. Social Bookmarking
  30. 35. Do’s & Don’ts <ul><li>Do: Write your content for your audience </li></ul><ul><li>Do: Make friends </li></ul><ul><li>Do: Your research – is Digg really good for you? </li></ul><ul><li>Don’t: Submit your own stuff </li></ul><ul><li>Don’t: Pay for votes </li></ul><ul><li>Don’t: Be Stingy </li></ul>
  31. 36. Things To Keep In Mind <ul><li>Content sites benefit the most </li></ul><ul><ul><li>If you are looking for just eyeball counts to your site, Social News & Social Bookmarking is great </li></ul></ul><ul><li>Not High Quality Traffic </li></ul><ul><ul><li>Usually “Hit & Run” </li></ul></ul><ul><ul><li>Time on Site & Bounce Rates are abysmal </li></ul></ul><ul><li>Viral Potential </li></ul><ul><ul><li>If it get popular, lots of traffic, lots of links </li></ul></ul>
  32. 37. Social Sharing
  33. 39. Do’s & Don’ts <ul><li>Do: Create Your Own Content </li></ul><ul><li>Do: Participate in Groups </li></ul><ul><li>Do: Brand Your Content Subtly </li></ul><ul><li>Don’t: Be Promotional </li></ul><ul><li>Don’t: Limit Yourself to 1 site </li></ul><ul><li>Don’t: Expect to go Viral </li></ul>
  34. 40. Things to Keep in Mind <ul><li>Social Sharing is Very Engaging </li></ul><ul><ul><li>People are very visual </li></ul></ul><ul><ul><li>People love to be entertained </li></ul></ul><ul><li>Not all videos go viral </li></ul><ul><ul><li>Nor do they have to, to be successful </li></ul></ul><ul><li>Videos & Photos Appear in Search Results </li></ul>
  35. 41. Social Networking
  36. 43. Do’s & Don’ts <ul><li>Do: Promote on your other properties </li></ul><ul><li>Do: Engage your fans & friends </li></ul><ul><li>Do: Upload media (photos, videos, etc.) </li></ul><ul><li>Don’t: “Set it & Forget it” </li></ul><ul><li>Don’t: Spam your fans / friends </li></ul><ul><li>Don’t: Expect your fans to market for you </li></ul>
  37. 44. Things to Keep in Mind <ul><li>Social Networks Can Be Addicting </li></ul><ul><ul><li>Think about “Farmville” </li></ul></ul><ul><li>News streams can drive traffic </li></ul><ul><ul><li>Bounce rates & time on site numbers are better than social news or social bookmarking </li></ul></ul><ul><li>It’s not just young kids </li></ul><ul><ul><li>Fastest growing segment on Facebook is women over 45 </li></ul></ul>
  38. 45. Blogs
  39. 47. Do’s & Don’ts <ul><li>Do: Link to other bloggers </li></ul><ul><li>Do: Comment on other blogs </li></ul><ul><li>Do: Create an editorial calendar </li></ul><ul><li>Don’t: Link drop in comments </li></ul><ul><li>Don’t: Submit your stuff to Digg </li></ul><ul><li>Don’t: Spam bloggers with press releases </li></ul>
  40. 48. Things to Keep in Mind <ul><li>Bloggers are not like journalists </li></ul><ul><ul><li>They don’t have boundaries </li></ul></ul><ul><li>You need to be consistent </li></ul><ul><ul><li>If you don’t keep putting out content, no one will have a reason to come back </li></ul></ul><ul><li>Blogs can eclipse static websites with their ability to drive traffic </li></ul><ul><li>Community is important </li></ul>
  41. 49. Review Sites
  42. 51. Do’s & Don’ts <ul><li>Do: Monitor </li></ul><ul><li>Do: Make sure your information is right </li></ul><ul><li>Do: Engage with commenters </li></ul><ul><li>Don’t: Make fake reviews </li></ul><ul><li>Don’t: Be afraid of the negative </li></ul><ul><li>Don’t: Forget to say “Thank You” </li></ul>
  43. 52. Things to Keep in Mind <ul><li>Traffic from review sites is quality traffic </li></ul><ul><ul><li>They explore more of your site </li></ul></ul><ul><ul><li>They want to know why people like you </li></ul></ul><ul><li>Negative reviews are an opportunity </li></ul><ul><ul><li>People are also cynical and don’t believe it when reviews are always 5 starts </li></ul></ul><ul><li>Ensure you own your business </li></ul><ul><ul><li>Upload your own photos, ensure info is correct </li></ul></ul>
  44. 53. Microblogging
  45. 55. Do’s & Don’ts <ul><li>Do: Hold a conversation </li></ul><ul><li>Do: Share links, pictures & videos </li></ul><ul><li>Do: Remember it’s quality not quantity </li></ul><ul><li>Don’t: Spam hashtags </li></ul><ul><li>Don’t: Auto Direct Message </li></ul><ul><li>Don’t: Use Auto Follower programs </li></ul>
  46. 56. Things to Keep in Mind <ul><li>Twitter can drive a lot of quality traffic </li></ul><ul><ul><li>People who follow you are interested in what you have to say </li></ul></ul><ul><li>Great way to get information out quickly </li></ul><ul><li>There are a lot of tools to make managing Twitter a lot easier </li></ul><ul><li>Engaging in Twitter can lead to great opportunities in other communities </li></ul>
  47. 57. There’s So Much More
  49. 59. Social Media Doesn’t Happen in a Vacuum <ul><li>Remember to Integrate </li></ul><ul><ul><li>Email: Tell your already interested audience </li></ul></ul><ul><ul><li>SEO: optimize your profiles </li></ul></ul><ul><ul><li>PPC: promote what your doing </li></ul></ul><ul><ul><li>PR: Don’t send a press release, use your media! </li></ul></ul><ul><ul><li>Direct Mail: Include easy ways to find your social profiles </li></ul></ul><ul><ul><li>Marketing: Social Profiles on TV, Radio, Print </li></ul></ul><ul><ul><li>Integrate & Pollinate </li></ul></ul>
  50. 60. It’s Beyond the Browser! <ul><li>Iphone, BlackBerry, Palm, Droid </li></ul><ul><ul><li>Smart phones are a common way of life </li></ul></ul><ul><ul><li>People can watch videos on their phones </li></ul></ul><ul><ul><li>You don’t need a web browser to find a restaurant review </li></ul></ul><ul><ul><li>Most social media sites have a way for community members to access via mobile – that isn’t a browser! </li></ul></ul>
  51. 61. Social Media Policies? <ul><li>Employee Usage Policies </li></ul><ul><li>Blogging Policies </li></ul><ul><li>Avatars, Pictures, Videos? </li></ul><ul><li>Talking with The Press </li></ul><ul><li>Comment & Trackback Policies </li></ul><ul><li>Giving Freebies </li></ul>
  52. 62. You Don’t Want This To Happen
  53. 63. Or This…
  54. 64. And Certainly Not This….
  55. 65. Who Owns The Strategy
  56. 66. Everyone Has a Stake
  57. 67. Zappos Understands
  58. 69. Summary <ul><li>Understand Your Audience </li></ul><ul><li>Define Your Goals </li></ul><ul><li>Research & Listen </li></ul><ul><li>Plan Your Strategy </li></ul><ul><li>Measure! </li></ul><ul><li>Not All Social Sites Will Work for You </li></ul><ul><li>Integrate! </li></ul><ul><li>Remember, It’s Not About You! </li></ul>
  59. 70. Questions?
  60. 71. Contact Director of Social Media [email_address]