online marketing tactics: noew 2011 presentation

Online Marketing Strategy & Tactics

NOEW 2011

SEOSearch Engine Optimization

SMOSocial Media Optimization

SoMeSocial Media Marketing

SEMSearch Engine Marketing

(PPC)

OptimizeEngage

Analyze

Listen

1.If I am on one social network, I’ve got to be on all of them

2.Social networks are for kids3.Social networks are for uploading videos of your kids

4.Social media takes too much time5.Social media is a waste of money6.Social media isn’t trackable7.Social media won’t help my business make money

7 Social Media Myths Debunked

If I am on one social network,I’ve got to be on all of them

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.

Social networks are for kids

The average social network user is 37 years old.

source: Pingdom)

Social media is for people to upload videos of their kids

YouTube is the 2nd largest search engine behind Google…who

happens to own them.

Social media takes too much time

Your mileage may vary but roughly 1

hour a day or 5 hours a week can

maintain an effective social

media presence for a small business.

Social media is a waste of money

Facebook, Twitter, LinkedIn and YouTube – four of the top social

networking sites – are all free for businesses and individuals.

Social media isn’t trackable

There are more than 20 different social-media tracking tools for Facebook, Twitter and other

online-media sites.

Social media won’t help my business make money

Dell has made more than $1 million in the past 6 months utilizing

Twitter.

Four Steps to Social Strategy1. Listen

To who? For What? People are already talking about you or your brand, join the conversation

2. EngageTake what people are saying about you or your brand

an respond. But, do so in a manner that adds value

3. AnalyzeWhat messaging worked? Who is your audience? How

are you reaching that audience and are you doing so effectively?

4. OptimizeTake what you’ve learned and make your messaging

better for the future.

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?

Listen Google Alerts

Listen Social Mention

Listen Google Insights

Listen Quantcast

Hone in…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?

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.

Schedule

How much time will you spend on a Daily weekly and monthly basis and how will you allocate those hours?

Facebook Sample Schedule

Daily Update Status related informationComment on Wall postingsAdd links to recent articles or stories about the hospital WeeklyMessage Facebook Fans with programming and eventsAdd news stories/press to Facebook wallAdd relevant Facebook fan pages to your Favorites Assign duties

MonthlyDevelop talking points to utilize on Facebook for upcoming monthCreate photo albums of past events, employee profiles, etc…

Twitter Sample ScheduleDailyRespond to direct Tweets Review search columns and join conversation where appropriateRespond to search Tweets referring to relevant content

WeeklyFind and follow 10 new people Research competitors on Twitter for examples of best practicesIdentify 5-10 opportunities to RTIdentify 5-10 opportunities to respond to other TweetsAnalyze bit.ly linksAssign tasks

MonthlyReview website trafficReview Twitter AnalyticsReview trending keywords

Schedule

Online Resources to RePURPOSEPromote 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.

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…

CoTweet

CoTweet is a Twitter application thathelps 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.

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

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

Facebook Insights

Integration

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