Social Web Strategies

Marketing in a Web 2.0 World

Scott Clark | Nick Huhn | Jason Falls

Lexington Advertising ClubLexington, Ky.

November 6, 2008

What is it?Where does it live?Who should be in charge of it?How much and what do I get?Where does search fit?

No Longer A MonologueConversation Demands HumanityOpenness Leads To RewardsAn Investment Of Time & People

Expand Reach Of Messaging

Excite Your Fans, Customers

Connect With New Audiences

Research Or Harvest Insights, Needs, Opinions

Listen And Facilitate Dialog

What’s The MechanismWhat’s The Mechanism

BlogsInstant Messaging/Chat/MicrobloggingSocial NetworksNews AggregatorsBookmarking SitesUser-Generated Video, Photos, AudioCollaborative Creation & Feedback

Prove It!Prove It!

But I’m A Small Business!But I’m A Small Business!

Organic/Natural Search Organic/Natural Search MarketingMarketing

The Left Side of Search (80-85% of all result clicks)

Search Engines ♥’s Social Media Content

Good Content → Links → Authority → Rank

Search Amplifies Reputation Problems

Link-Bait → Social Bookmarks → Links → Rank

Businesses Neglect Even the EASY Stuff.

Google Local, Yahoo! Local, Superpages – EASY!!!

Encouraging Positive Ratings? EASY!!!

Paid Search AdvertisingPaid Search Advertising

Google, yahoo!, Microsoft, facebook, myspace, stumbleupon, etc.

Pay per click, pay per thousand, pay per action

Advertise at the “moment of curiosity”

Geographic and demographic targeting

Measurability and accountability

Can be used for reputation management too.

But….80%+ sites not ready for paid search traffic

And…90%+ campaigns set up improperly

What’s My ROI?What’s My ROI?

Remember What Social Media Does

Expand Reach Of Messaging

Excite Your Fans, Customers

Connect With New Audiences

Research Or Harvest Insights, Needs, Opinions

Listen And Facilitate Dialog

Ask The Right Questions

Do you hold your architect accountable for your stock price?

Tying It All TogetherTying It All Together

Think Of Social Media As:Reputation Management

Brand Building

Public & Customer Relations

Think Of Search As:Way To Drive Customers To You

Way To Drive Customers To Interact With You

Where Do I Start?Where Do I Start?

ListenPeople are talking about you.

ParticipateWhy aren’t you talking about you?

CollaborateEngaged and enthusiastic fans market for you.

Let’s ConnectLet’s Connect

Jason FallsDirector of Social Media

Doe-Andersonwww.socialmediaexplorer.com

O: 502.815.3257 | Twitter: @JasonFalls

Scott ClarkInternet Marketing Consultant

Search Engine Optimization Expertwww.websiteadvice.comO: 859.268.0664| Twitter:

@ScottClark

Nick HuhnCreative Versatilist

Internet Marketing Consultantwww.nickhuhn.com

O: 502.876.9148 | Twitter: @NickHuhn