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Social Media Marketing For Your Business Twitter & Facebook: OregonRLA Kent Lewis President & Founder Anvil Media, Inc. @KentLewis kent@anvilmediainc.com www.anvilmediainc.com

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Agenda Social Media Background E=MC2 Social Strategy Online Reputation Management Social Platform Review Integration & Measurement Resources Q&A

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Social Media Background

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Statistics: Active Brands

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Statistics: Active Industries

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Benefits of Social Media Marketing Gain industry and constituent insights Provide affordable customer service Create or extend brand awareness Build community & thought leadership Generate measurable top line revenue

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Social Media Success Factors Relevance Value Commitment Honesty Transparency

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Social Media: E=MC2 Strategy (E) = Engagement & Empowerment (M) = Monitoring & Measurement (C) = Connect, Create, Communicate & Collaborate

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Online Reputation Management

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Identifying ORM Issues Modifiers Management: executives, individuals Negatives: suck, hate, lame Service: poor, bad experience Legal: litigation, lawsuit, sue Situational: spill, union dispute, crash YourCompanySucks.com Purchase & protect Bonus: host a moderated forum & engage

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ORM Fundamentals Plug the leak! Identify undesirable listings in search results Create & optimize competitive content Develop inbound links to boost rankings Leverage existing opportunities Utilize keyword-friendly domain names Create profiles/content on trustworthy domains Promote friendly content in target search results

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12 Corporate ORM Branded PPC Optimized site(s) Social profiles Directory listings

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Personal ORM Bios Blog(s)/media Articles/press ORM Example: Me

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ORM (SEO) Strategies Optimize branded corporate content on site Home, About, Contact, Legal, etc. Optimize PR content (News Room) FAQs, attractions, events, etc. Syndicate high value content Releases, articles, blog posts, etc. Integrate metrics & measurement URLs, tracking strings, unique 800#, promo codes

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Advanced ORM Strategies & Tactics Address the issue directly (offline) Create & optimize multimedia assets Develop subdomain content Build free site/pages (Google Sites) Leverage pay-per-post blogs Create viral/linkbait content Leverage charitable donations/sponsorships Participate in indexable forums *Special thanks to Rand Fishkin, Andy Beal, Chris Bennett and Jaan Kanellis

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Platform Review

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Social Media: Categories Networking Blogs Reviews Media Sharing Bookmarking Expert Communities News Wiki Microblogging

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Relevant Top Tier Social Platforms Twitter Facebook YouTube Blogs Review Sites Google Places Foursquare

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Microblogging: Twitter Research & customer service Inform & engage constituents Generate online bookings

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Consumer Networking: Facebook Create a custom tabs & apps Build database via contests Claim Places page Measure engagement & bookings

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Video: YouTube Channel Create and upload videos Optimize & syndicate Monitor videos & comments

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Blogging: WordPress Free to low cost Excellent search visibility Build industry credibility

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Review Sites: Yelp, Citysearch Monitor for negative reviews Respond to customer feedback Manage profile content Tool: Revinate

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Local SEO: Place Pages Based on city or IP address Claim your listing Ensure info is correct Rank by citations/reviews

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Local SEO: Places Pages Add images & videos Add coupons & updates Request reviews

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Local SEO: Foursquare Claim & manage tips Create special offers & reward Mayor Monitor analytics & use via admin Also consider GoWall & Loopt

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Integration & Measurement

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Social Media Integration Strategies Search Engine Marketing Public Relations Advertising Events & Promotions Direct Response

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Social Media Integration Strategies Include in collateral Business cards In-store/office signage Advertising (print, broadcast, outdoor) Incorporate links online Website/blog Other social media profiles Email newsletters Email signature file Business directories

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Social Monitoring & Measurement

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Resources answers.yahoo.com bloglines.com friendfeed.com google.com/alerts hootsuite.com pipes.yahoo.com ping.fm revinate.com search.twitter.com tubemogul.com tweetdeck.com wordpress.com

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Q&A Twitter & Facebook: OregonRLA Read the Articles in our Resources section Request a copy of our local social white paper Subscribe to our newsletter & blogs Contact us for a free social media audit Kent Lewis (@KentLewis) President & Founder Anvil Media, Inc. Formic Media, Inc. @Anvil Media@FormicMedia kent@anvilmediainc.comkent@formicmedia.com www.anvilmediainc.com www.formicmedia.com