sck social media 2009

Social MediaAsk the Experts

Social Media ||| Inbound Marketing

• Just the Facts• Audience• Building a Community• Brand Monitoring• Blogs• Facebook• LinkedIn • Twitter• Odds and Ends• Case Studies

11/13/2009

©2009 SCK | Social Media 2

Definition

Social Media “is content created by people using highly accessible and scalable publishing technologies. At its most basic sense, social media is a shift in how people discover, read and share news, information and content. It's a fusion of sociology and technology, transforming monologues (one to many) into dialogues (many to many) and is the democratization of information, transforming people from content readers into publishers. Social media has become extremely popular because it allows people to connect in the online world to form relationships for personal and business. Businesses also refer to social media as user-generated content (UGC) or consumer-generated media (CGM).”

Source: Wikipedia

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Doing it Right

• Determine the audience you want to reach• Develop a campaign

• Talking to people where they are• Use a vessel that you can stick to

• Monitor, measure and adjust• Stick to it – building quality relationships

takes time

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Know Your AudienceDetermine Where Your Audience Is.

Median Age• Twitter user is 31 • MySpace user is 27 • Facebook user is 26 • LinkedIn user is 40

PEW 3/09 Study

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Know Your Audience

Facebook – 300 million active users• Females 58% - Males 42%Ages• 0 to17 14%• 18 to 24 41%• 25 to 34 27%• 35 to 54 17% (up 267%)• 55+ 2% (up 194%)

Source: Facebook 2009

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Know Your AudienceTwitter – 6 million usersFemales 53% - Males 47%Ages• 18 to 24 19%• 25 to 34 20%• 35 to 44 10%• 45 - 54 5%• 55 - 64 4%• 65+ 2%

Source: PEW 3/09


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Know Your AudienceTwitter • 9% live in rural areas• 35% of twitter users live in urban areas • online Americans who live in lower income housing are

more likely to use twitter • 17% of internet users in households earning less than

$30,000 tweet • 10% of internet users in households earning more than

$75,000 tweet • 76% of twitter users use the internet wirelessly • Twitter users are also more mobile in news consumption

Source: PEW 3/09


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Know Your Audience

LinkedIn - 41 million members• Females 38% - Males 61%• Average Age 41

SlideShare - 23 million monthly visitors

Source: LinkedIn and SlideShare

Source: LinkedIn 2009

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Basics to Social Media Marketing

• Always listen – before you jump in• The brand is public

• Think about a social media company policy• Don’t forget a personality

• Humanize your company• Creativity wins• Think campaign and multi-purpose content

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Basics to Building a Community

Personal Branding – online activities sets expectation about who you are, be an influencer• Build trust with consistency• Expertise is a core component

Measure Influence• Incoming traffic – page views• Reader engagement• Recommendations• Connections• Track record• Engagement

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Small Business Going Social Hierarchy 1. Blogging/Podcasting

Read, comment and then start a blog2. Social Search

Listen to what is going on3. Social Bookmarking

Tagging content and driving search trafficDelicious.com and Digg.com – Social bookmarks

4. Social NetworksYou need to have much to share to build an interesting

business case5. Micro - Twitter

Need to dedicate the time for real-time communications

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Blogs Best Practices

• Commit to a schedule• Show personality and stir the pot now and then• Use your search terms or link to your site often• Make easy to subscribeBuild Your Audience• Network with other blogs and link out to them• Comment on others blog• Ask questions and opinions to get commentsDrive Traffic to Your Website• Develop and use keyword terms – headlines

and body copy• Use Google analytics• Include a call to action ie: free whitepaper

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Blogs Tools

• Wordpress.com – create a blog• Zemanta.com - enhances your blog with

providing related images and related content to link to

• Backtype.com - monitoring and manage your blog comments

• PostRank.com - ranks the importance of blogs

• Technorati.com – Largest blog search

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Business Blog Topics

• Press release• Industry news• Best practices• Find an industry video• Current event• Holiday party• Productivity tip• Email query• How-to’s• Corporate culture• StumbleUpon

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• Facebook group • LinkedIn answers• Make a list• Answer a customer

question• Share a problem• Try a new application

and review it• Start a series• Take a picture• Conduct an interview

Source: Aaron Uhrmacher

Blog Marketing Ideas

• Reward most active commenter• Sell an experience not a product/service• Tell stories – Lure Company• Interviews – Podcasts• Focus on SEO and inbound links• Post weekly at a minimum

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Monitor

• Google Alerts (http://bit.ly/EEGia) – tracks blogs, news articles, videos

• Technorati.com – subscribe to RSS alerts to know when someone blogs about you

• Yacktrack.com – Chatter tab allows keyword searches on social media

• Boardtracker.com – monitor and get alerts from discussion board threads using your name

• Twittersearch.com – monitor Twitter for your name or terms

• SocialMention.com – search engine that searches user generated content

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Facebook

Getting startedBuild a Page not a Fan Page

(http://tinyurl.com/kukfcy )Good applications for business

• Facebook.com/apps/directory.php• Facebook Notes

• RSS feed from your blog into Facebook• Twitter App

• Pulls your tweets into Facebook (can also have Facebook feed Plaxo, ie Twitter to Facebook to Plaxo all with one post)

• Personal URL www.facebook.com/sckdesign

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Twitter

• Claim your name now• Top how to videos:

mashable.com/2009/05/31/twitter-tutorial-youtube

• Bitly.com – shorten and track your links• Tipjoy.com – micro online giving• TwitterBacks.com – brand your page• TweetDeck.com - Search.twitter.com • FriendorFollow.com – who is following you• Export your Outlook contacts into a Gmail account

and then search for them on Twitter to follow• #Squarespace campaign - hashtags.org (contest)• Monitor feeds with hashtag

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Finding an Twitter Audience

• Twitter• Twitter Search type – near:Cleveland

within:25mi• Twellowhood.com

• Find people on Twitter by city or by business interest

• WeFollow.com • Twitter directory by topic

• Listorious.com • Twitter List - Lists as a way of organizing your

followers, 2) Lists as a form of recommendation, and 3) Lists as a way of measuring influence.

• Monitor / Search Tweets

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LinkedIn

• Increase you personal visibility• Enhance SEO • Check out prospects before you meet• Search for employees• Fill out contact settings to “close the deal”• Events – check out who is going• Link to your website from “My Website” and

“Other” by modifying the name of the link• Use keywords of the skills you are looking for • Create an event – invite your network 50 per

day• Send relevant questions to your network• Connect with your Twitter feed

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SlideShare• Connect to LinkedIn and Facebook

accounts• Share presentations, documents and PDF’s• Can embed into your website or blog• Social groups around topics

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Odds and Ends

• FriendFeed.com – a social aggregator, all your social accounts are pulled into a single feed

• Social Media Policy - handout• Ning.com – build your own social media site• Society for New Communications Research

sncr.org – a lot of good case studiesMobile Web (mobi) - 2008 late early stage • Handset detection redirect to specific pages• Send contact information to your phone via

SMS • Cellfire - promotions on mobile deviseSocial Bookmarking• Digg.com, Delicious.com, StumbleUpon.com,

ShareThis.com11/13/2009


Case Study – Promotion

Drive traffic to One Hour Webinar• Step One | Several Email Blasts List of 3,000

7 Sign-ups

• Step Two | Promote Twitter 1,400 Followers Promote LinkedIn 187 Connection38 Sign-ups

• Step Three | Twitter #terms76 Sign-ups

• Follow up | Twitter 31 Downloads

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David Consulting Group

• Podcasts – 3,000 downloads every two weeks• Promote with Twitter and email• Distribute through ITune• Postcards at tradeshows• Blog

• SEO• Resources on website

• Whitepapers• Webinars• Podcast• Presentations• Blogs for key consultants

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Always Keep in Mind

Organizations who understand how to facilitate conversations online can't help but be more successful. How can you get your customers to participate more? With you? With each other?

What can you do to help facilitate conversations?

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[email protected] Cagley, president