ichec certificate in community management - 2014
Post on 11-May-2015
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Community Managerv1.5 beta
intro
theafter.be
helloemployee consultant entrepreneur
source: Google Image
sharing elevates.
people + web 2.0 =
social media
word of mouthsource: Twitip.com
http://www.a-g.com/Media-Planning
http://conversations.marketing-partners.com
Alexa.com
theconversationprism.com
elliance.com
elliance.com
build a social website
http://blog.calgarypubliclibrary.com
What about you?
an introduction to the community manager’s role
https://www.youtube.com/watch?v=XC5-dTe3SsQ
Listen
Learn
Act
Engage
Adapt
v1.0 v2.0
#AdaptorDie via Briansolis.com
the community manager
markom
sales
board
support
hr
it
the world
suppliers
r&d
customers
ambassadors
Tasks list
• Listening
• Planning
• Publishing
• Connecting in/out
• Crisis management
• Collaborating
Set of skills• Passionate
• Eager to learn, inquisitive
• Willing to share
• Daring
• Good writing skills
• Open minded
• Communicative
• Responsive
• Positive, Constructive
• Social
• People Manager
• Multi-media skills
basic notions
Search Engine Marketing = SEO + SEA
Definition
• Search engine marketing (SEM) is a form of internet marketing that involves the promotion of websites by increasing their visibility in search engine results pages(SERPs) through optimization (both on-page and off-page) as well as through advertising (paid placements, contextual advertising, and paid inclusions).
source: http://en.wikipedia.org/wiki/Search_engine_marketing
global
local
vertical
source: http://www.netmarketshare.com/
source: http://www.netmarketshare.com/
how does it work?
Organic vs. Paid Search
Organic
Paid
Seomoz.org
90% of Clicks
10% of Clicks
Organic vs. Paid Search
Seomoz.org
Click-Through Rates
Seomoz.org
SEO
Definition
• Search engine optimization (SEO) is the process of improving the visibility of a website or a web page in a search engine's "natural" or un-paid ("organic" or "algorithmic") search results.
source: http://en.wikipedia.org/wiki/Search_engine_optimization
Crawling & Indexing
Seomoz.org
SEO = organic search
Seomoz.org
SEO checklist
SEA
Definition
• Search Advertising is a method of placing online advertisements on Web pages that show results from search engine queries. Through the same search-engine advertising services, ads can also be placed on Web pages with other published
source: http://en.wikipedia.org/wiki/Search_advertising
SEO vs. SEAelliance.com
Resources
Content & Learning Tools & Tips‣ http://www.seomoz.org/blog ‣ http://www.seomoz.org/seo-industry-survey ‣ http://www.marketingcharts.com ‣ http://searchenginewatch.com/ ‣ http://www.netmarketshare.com
‣ http://www.google.com/trends/ ‣ http://ahrefs.com/ ‣ http://www.customreportsharing.com/ ‣ https://freekeywords.wordtracker.com/ ‣ http://www.woorank.com ‣ http://www.google.com/analytics ‣ http://www.google.com/webmasters ‣ http://www.searchenginepeople.com/blog/google-
docs-seo.html ‣ http://www.webconfs.com/keyword-density-
checker.php ‣ http://www.toprankblog.com/2011/01/keywords-
blog-posts/ ‣ http://www.seomoz.org/blog/excel-and-google-
docs-tools-for-the-ultimate-seo-dashboard ‣ http://www.thinkwithgoogle.com/insights/tools/
real-time-insights/ ‣ http://www.thinkwithgoogle.com/insights/emea/
tools/media-planning-toolkit/
Blogging & Content Why bother ?
Blogging Software
Examples
Posterous
Blogger
Wordpress
Tumblr
RSS
Analyticshttp://www.euromonitor.com
on site
stats & insights
www.google.com/insights/search/
www.google.com/trends
www.facebook.com/insights/
http://cim.be/fr/media/Internet/Trafic/Résultats/Publics
https://delicious.com/theafter/statistics
Social Networks
Youtube
Flickr
Google Plus
Foursquare
Issuu Slideshare
Soundcloud
Delicious Storify
MeetUp Eventbrite
enterprise solutions
a step by step guide to social media
step 0 - try & fail
Learn to walk before running
step 1 - build your ID
Set the roots
Personal Branding
people 2.0http://darmano.typepad.com/
the new youhttp://darmano.typepad.com/
Chris Brogan
Scott Monty
step 2 - get a strategy
Think
Information sources
3DR
Define DeliverThis is the "idea" phase. !You will gather all the info around your business idea : •What's the name? •"Reason why" you do what you do? •What's the business model behind the idea? •Who are you talking to?
This is the "action" phase. !You will focus on the execution •Find the right team •Find partnerships •Stay FOCUSED
Drive RewardThis is your "amplification" phase. !Your soul has to cross the line in the real world. Now your idea is alive. Make it known to everyone: •Spread the word •What's your story? What's your content? •Are you relevant to your audience? •Bring customers on board
This is the "thank you" phase. !Your most tangible asset is your customers/employees base •Cherish them •Reward them •Turn them into ambassadors.
The After
step 3 - select tools
Be rational
toolboxhttp://classroomclipart.com
theconversationprism.com
The After
Check list✓ Get all basic brand elements (texts+images)
✓ Book all vanity URLs
✓ Draw the content flow
✓ Create a central password keychain
✓ Get dedicated email aliases
✓ Set up a naming convention
✓ Build your own toolkit
✓ Social Media charter
step 4 - focus & act
Be consistent
step 5 - measure
Keep it simple
http://crackthesocialmediacode.com
How to measure Word-of-Mouth’s
impact ?
http://www.intersectionconsulting.com
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
ROI =(Gain of Investment - Cost of Investment)
Cost of Investment
http://www.slideshare.net/thebrandbuilder/olivier-blanchard-basics-of-social-media-roi
People Technology
Time
Cost reduction More revenue
Measure in the conversation context
Social Media Pocket Guide - Spreadfast
http://www.mdgadvertising.com/
The Big Picturesource: http://www.theuxbookmark.com
10 cases
http://www.petercanthony.com
http://blog.init-marketing.fr
The 1 mio € question
Dragon Search Marketing - SoMe ROI Calculator
People Technology
Time
step 6 - start over
Challenge yourself
http://implementingenterprise2.com
conclusions
in the end
‣ nothing changes
‣ everything changes
http://darmano.typepad.com/
The secret formula
• If you can understand basic human psychology
• If you have enough empathy to relate to the inevitably correlated behaviors
• If you feel like responding
• Then social media will be a piece of cake to embrace
• you can
• try, try, try
• share : in + out
• know why you do what you do
• ask for more...
thank you
2020
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