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The Which, What and Why of Social Media for Business

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Jay Berkowitz presents “The Which, What and Why of Social Media for Business” at the Winter 2010 CCA Meeting on March 11.

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The Which, What and Why of Social Media for Business

  1. 1. Which? Why? What? of Social Media 10 Strategies For Your Web Future Photo Credit Lance Cheung - Flickr
  2. 2. Objectives <ul><li>Which Social Media sites matte? </li></ul><ul><li>What strategies are working? </li></ul><ul><li>What is UGC? Twitter? GUS? </li></ul><ul><li>How can I build my personal brand? </li></ul><ul><li>What is Public Relations 2.0 ? </li></ul><ul><li>Why is Facebook exploding? </li></ul>Photo Credit Lance Cheung - Flickr
  3. 4. Recent Media Wall Street Journal
  4. 5. Recent Media FOX TV
  5. 8. What is Social Media? <ul><li>“ Technology enabling individuals to express themselves, share and (re)connect” </li></ul>
  6. 9. Self-expressing Photo Credit onlinewoman's Photostream
  7. 10. Sharing
  8. 11. Re-connecting
  9. 12. Which? Why? What? of Social Media 10 Strategies For Your Web Future Photo Credit Lance Cheung - Flickr
  10. 13. # 1 – ‘User Generated Content MySpace
  11. 14. Facebook - Founded in a Harvard dorm room
  12. 15. Facebook passes Yahoo
  13. 16. Facebook 400 Million users
  14. 17. Facebook Profile - share as little or as much as YOU want, with WHO you want
  15. 18. ‘ Tabs’ Friends Info
  16. 19. Facebook (Fan) Page = Facebook for Business Note – any tab can be the ‘home’ setting
  17. 20. Facebook Groups
  18. 21. Facebook Advertising
  19. 22. S-Commerce
  20. 23. Capture email with an offer
  21. 24. LinkedIn – My Network 789 Connections > link to 7,472,000
  22. 25. LinkedIn – Groups
  23. 26. Micro Communications - Twitter
  24. 27. Twitter = Microblogging, 140 Characters Personal Information Stats Other Twitter users this member is following Past tweets Most recent tweet
  25. 28. @MissionPie <ul><li>@MissionPie Pssst! Hey you! Yeah, I'm talking to you! Keep this is on the down low, but we'll have STRAWBERRY RHUBARB later today!!! </li></ul><ul><li>8:10 AM May 2nd </li></ul>
  26. 29. .Org
  27. 30. # 1 – ‘User Generated Content’ Photo Credit Lance Cheung - Flickr <ul><li>Trend </li></ul><ul><li>Self expression, ‘my page’, music, video </li></ul><ul><li>YouTube, Flickr, CraigsList </li></ul><ul><li>Up and Comer </li></ul><ul><li>Facebook.com </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Facebook, LinkedIn, Join the Conversation! </li></ul><ul><li>Your Company – Facebook Fan Pages, Facebook Groups, Facebook Advertising, LinkedIn, LinkedIn Groups, Communities </li></ul>
  28. 31. #2 You Tube: Launched in Dec. 2005
  29. 32. You Tube: Videos can be simple
  30. 33. <ul><li>YouTube #3 Alexa Ranked, #2 Search Engine! </li></ul>
  31. 34. Sales increased 5x http://www.youtube.com/watch?v=qg1ckCkm8YI
  32. 35. Best Practices – Entertain, Great Music, Celebrities, Spoofs
  33. 36. Best Practices – Educate “How to Videos”
  34. 37. Tag Videos for Blended Search Meta data – Tag your videos, use all the title and description and include long target phrases
  35. 38. # 2 – Video Photo Credit Lance Cheung - Flickr <ul><li>Trend </li></ul><ul><li>YouTube #3 Alexa, #2 Search Engines </li></ul><ul><li>Up and Comers </li></ul><ul><li>Hulu, Viddler and Vimeo </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Consistent Video Strategy </li></ul><ul><li>Your Company – “How To” Videos, Name and Tag videos with keywords, TubeMogul, Celebrities, parodies, comedy </li></ul>
  36. 39. #3 It is for Every Business!
  37. 40. Annie’s Costumes = Multi-Million Dollar Websites
  38. 41. Use a Free Offer on your website to capture Leads
  39. 42. #4 It’s easy to find out how you perform vs. competitors
  40. 43. Google Page Rank 6/10 1,870 Pages Indexed ‘read’ by Google 10,235 Links TO the site SEOQuake.com Alexa Rank 741,545
  41. 44. Google Page Rank 4/10 80 Pages Indexed ‘read’ by Google 71 Links TO the site SEOQuake.com Alexa Rank 13,683,239
  42. 45. Google Page Rank 3/10 19 Links TO the site SEOQuake.com Alexa Rank 17,000,883
  43. 46. Google Page Rank 2/10 43 Links TO the site SEOQuake.com
  44. 47. Free Golden Tool SEMRush finds 61 results on the first two pages of Google SEMRush = Google Results
  45. 48. SEMRush = Google Results
  46. 49. SpyFu = Competitive Ad Spending
  47. 50. # 4 Competitive Analysis Photo Credit Lance Cheung - Flickr <ul><li>Trend </li></ul><ul><li>Use free and subscription tools to analyze your site vs. your competitors and track progress </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>SEO Quake – Google Page Rank, Pages indexed, Links, Alexa scores </li></ul><ul><li>Compete.com. SEM Rush, SpyFu </li></ul>
  48. 51. S e a r c h ™ Trend #5
  49. 52. 1 0 0 B i l l i o n
  50. 53. 6 8 %
  51. 54. ‘ internet marketing presentation’ Pay-Per-Click Search ‘Advertising’
  52. 55. Free Search “PR” ‘ Natural’ or ‘Organic’ 72% Prefer Left Side
  53. 56. Copy all words and paste into Word Doc to count words on the page
  54. 57. Target 250-1000 Words per page
  55. 58. Keyword Research - Searches WordTracker, Keyword Discovery, Google
  56. 60. How many links TO a site 10.235 Links TO the site
  57. 61. Directory links Business.com Page Rank 7/10
  58. 62. View Source Reveals Meta Tags
  59. 63. Great Search Results!
  60. 64. # 5 Search Engine Optimization Photo Credit Lance Cheung - Flickr <ul><li>Trend </li></ul><ul><li>Search! </li></ul><ul><li>The Player - Google </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Company – Build content, links in directories and relevant, important sites, meta tags, name videos, images and news with keyword phrases, map listings` </li></ul>
  61. 65. ‘ I know half of my Advertising is wasted… I just don’t know which half’ John Wanamaker
  62. 66. #5 You can measure ROI…to the penny
  63. 67. Sponsored Link Position #2
  64. 68. Google Pay Per Click Trend #5 Pay Per Click
  65. 69. Advanced PPC - GEO Targeting
  66. 70. Landing Page Testing
  67. 71. # 6 Pay Per Click Photo Credit Lance Cheung - Flickr <ul><li>Trend </li></ul><ul><li>Search! </li></ul><ul><li>The Player - Google </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Develop Campaigns, Test keywords, bid rates, ad copy, offers, local , landing pages, keyword insertion, daypart </li></ul>
  68. 72. <ul><li>Trend </li></ul><ul><li>Weekly 1 hour podcasts subscribe on iTunes </li></ul><ul><li>Daily Source Code, For Immediate Release, Daily Search Cast, That Affiliate Thing, Lost Podcast, Grapeline </li></ul><ul><li>Radio style show… where you want it… when you want it. At work, on the treadmill, on the commute </li></ul># 7 –Podcasts and Blogs
  69. 73. Podcast.TenGoldenRules.com
  70. 74. Blogs!
  71. 75. WordPress Blog – Live in 8 minutes!
  72. 76. Blog Subscriptions! Subscriptions and feeds
  73. 77. # 7 Podcasts and Blogs Photo Credit Lance Cheung - Flickr <ul><li>Trend </li></ul><ul><li>Weekly 1 hour podcasts subscribe on iTunes </li></ul><ul><li>For Immediate Release, Daily Search Cast, That Affiliate Thing, Lost Podcast, Grapeline </li></ul><ul><li>The Players </li></ul><ul><li>BlogTalkRadio, Adam Curry, Shel Holtz, Personal Interest Podcasts </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – Up for a Podcast, Blog? </li></ul><ul><li>Your Company – WordPress Blog with your own Domain, Podcasts, Videocasts </li></ul>
  74. 78. #8 PR 2.0
  75. 79. Add Keywords to Headline and Subhead <ul><li>Boca Raton Animal Rescue Team assists in Hurricane Katrina Relief Efforts </li></ul><ul><li>Hurricane relief donations are requested to assist animal recovery missions </li></ul>
  76. 80. Add Keyword Phrases to First paragraph, middle and end
  77. 81. Add Release to the site first!!!
  78. 82. Add Meta Tags
  79. 83. Blog Release to ensure pick up in search engines
  80. 84. Add Release to PR Web
  81. 85. <ul><li>PR efforts raised over $20,000! </li></ul><ul><li>1800 Pet Meds donated the meds! </li></ul><ul><li>Local vets donated time and services! </li></ul><ul><li>Forever homes located for the rescued dogs!!! </li></ul><ul><li>Efforts repeated in Wilma and other disasters! </li></ul>Step 10 – Great Results
  82. 86. CCA Event Press Release
  83. 88. # 8 PR 2.0 Photo Credit Lance Cheung - Flickr <ul><li>Trend </li></ul><ul><li>Paradigm Shift News Online! </li></ul><ul><li>Players – Google, PR Web </li></ul><ul><li>Strategies and Actions </li></ul><ul><li>Personal Brand – PR Speaking and News </li></ul><ul><li>Your Company – Select 3 Phrases, Add to Site First, PR Web (PR Newswire, BusinessWire) </li></ul>
  84. 89. #9 You can find the People
  85. 90. Craigslist – Classifieds, Real Estate, Very Few Pay Alexa Rank 47 Google Page Rank 8/10
  86. 91. Facebook Recruiting
  87. 93. # 10 – Your Website is a Lead Magnet
  88. 95. Add a UVP “Unique Value Proposition” Add Copy for the Search Engines 4 Second Rule Who are you, what site offers Repeat Navigation Add a site map 20-30% are searchers “ Top Right” Site Utilities such as Log in, Contact and phone for Local Business Navigation Top or left! Logo Top Left throughout the site link “Home”
  89. 96. <ul><li>User Generated Content </li></ul><ul><li>Video! </li></ul><ul><li>It IS for your business </li></ul><ul><li>Compare to Competitors </li></ul><ul><li>Sites Built for Search Success </li></ul><ul><li>Pay Per Click – Measure to the Penny </li></ul><ul><li>Podcasting and Blogging </li></ul><ul><li>PR 2.0 </li></ul><ul><li>You can find the People </li></ul><ul><li>Website as a Lead Magnet! </li></ul>Which? What? Why? 10 Strategies For Your Web Future
  90. 97. Ten Golden Rules? What do you do?
  91. 102. <ul><li>Try 1 thing today! </li></ul><ul><li>Please ‘pay-it-forward’ </li></ul><ul><ul><li>Be my friend! Linked In, Twitter.com/jayberkowitz </li></ul></ul><ul><ul><li>Speaking Opportunities </li></ul></ul><ul><ul><li>Consulting, Search, Conversion, Affiliate, Social </li></ul></ul><ul><li>http://presentations.tengoldenrules.com </li></ul>Which? What? Why? 10 Strategies For Your Web Future Jay Berkowitz www.TenGoldenRules.com 561-620-9121 [email_address]

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