Crack The Social Web Code: Tips For Social Media Optimization

You Bring the Rain,

We Make It Pour

Lori Taylor

CEO/Founder

[email protected]

Linkedin.com/in/lorirtaylor

Twitter.com/lorirtaylor

Facebook.com/loriraylene

Lorirtaylor.com

Source: VividLime

What Social Media Marketing is NOT

An opportunity to force feed sales information

A new form of spam

Your stage to market materials & sell, sell, sell Difficult/Complex

A Waste of Time

TRUTH IN ADVERTISING

1960/70s 2008

Ads Exposed to Daily 700 3,000-5,000

Per Capita Spending on Ads $110 $865*

Ave No. of TV Channel/Household 5.7 116

No. of Products - Grocery Store 7,000 45,000+

No. of Books Available 20,000 4 mil.+

Day-After-Recall on TV Ads 36% 3%

INFORMATION OVERLOAD

Source: HubSpot

USER CONTROLLED CONTENT

THE NEW HOLY GRAILSource: HubSpot

So if one ad impression is worth $0.01-0.10

…what’s the value of a social media conversation?

http://darmano.typepad.com/logic_emotion/images/2007/04/06/conversation.jpg

www.20dbs.com @20dbs

Social Media usage is taking hold at both B2B and B2C business... 81% of B2B and 57% of B2C businesses maintain company-related profiles on social networks

10


Pepsi dropped TV advertising for the 2010 Super Bowl. Instead, they're investing in a $20M Social Media campaign. (After 23 years of Super Bowl ads!)

12


Best Buy has over 2,500 employees helping customers on Twitter as part of the Twelpforce initiative

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In fact, Best Buy even purchased TV ads to drive awareness for their Twitter initiative. (Traditional media as the supporting channel and Social Media as the core channel?!)

14


Comcast has at least 11 full-time employees dedicated to customer service via Social Media.

15


In fact, Best Buy even purchased TV ads to drive awareness for their Twitter initiative. (Traditional media as the supporting channel and Social Media as the core channel?!)

16


Dell has attributed over $6.5M in revenue directly to Twitter

17

+ =


99% of online retailers plan to have a Facebook page by 2011 and 91% plan to have a Twitter page

18


JetBlue website visitors who also visited Twitter in July 2009 were 35% more likely to complete a booking than visitors who did not visit Twitter

19

CONNECT THE DOTS

8 QUICK START TIPS

Listen & Research

Set Up Accounts

Link the Platforms

Set Up Analytics

Content Strategy

Promotional Strategy

Engagement Strategy

Advertising Strategy

LISTENING

LISTENING TOOLS

Google Alerts google.com/alerts

Google Blog Scan blogsearch.google.com

Twitter Search search.twitter.com

Site Volume sitevolume.com

Social Mention socialmention.com

Create a social media listening dashboard like iGoogle.Create a social media listening dashboard like iGoogle.

MARKET RESEARCH

MARKET RESEARCH TOOLS

Twellow http://twellow.com

Listorous http:/listorous.com

Technorati http://technorati.com

Search.Twitter http:search.twitter.com

Facebook Search http://facebook.com

LinkedIn Search http://linkedin.com

IF CONTENT IS KING, THEN CONTEXT IS QUEEN

TYPES OF CONTENT

Slideshare

Videos

Ebooks

White papers

Tweet book

Paper.li

Webinars

HOOKS TO MAGNIFY YOU

CRACK THE BLOGGING CODEUse numbers in your titles

Put together a “ginormous” list

Create your own “ism”

Give away free useful stuff

Ask and they shall receive links

Create a contest

Industry Related Interviews

Create “How To” ebooks, papers, reports, etc

THESIS: SEO machine

FRUGAL: DIY Set Up Site

WOO THEMES: DIY Set Up Site

STEP 2CREATE A COMMUNITY

NING: DIY Set Up Community

NING PROFILE

Themes: Frugal, Woo, Thesis, Theme Forest Hosting: Blue Host Twitter Feed Facebook Fan Page Feed Community Plug In: Wish List Survery Tool: Survey Monkey or Constant Contact SEO Tool SEO Scribe Seo Scribe Email Marketing: awebber TweetMeme Share This Facebook Like Button RSS Feed Opt In Box/Free Report

MY FAVORITE TOOLS

MY FAVORITE TOOLS

Set Up Optimized Profile

Set Up Optimized Profile

Network & ConnectNetwork & Connect

ALWAYS BE LINKING

Answers

3-5 per week

Answers

3-5 per week

Join 10 GroupsJoin 10 Groups

SOCIAL MEDIA TACTIC

The 3 R’s:

Relevant Retweet Reply

The 3 R’s:

Relevant Retweet Reply

SOCIAL MEDIA TACTIC

Be Retweetable

“120 is the new 140” Mari Smith

Be Retweetable

“120 is the new 140” Mari Smith

FACEBOOK STRATEGY

24SOCIAL MEDIA TACTIC

Custom Welcome Tab: Sell The “like” Not The Product!Custom Welcome Tab: Sell The “like” Not The Product!

SOCIAL MEDIA TACTIC

Always Be BrandingAlways Be Branding

Social Media Trifecta FB + Twitter + BlogSocial Media Trifecta FB + Twitter + Blog

SOCIAL MEDIA TACTIC

Add Twitter Feed to Your Fan Page

Add Twitter Feed to Your Fan Page

ENGAGEMENT IDEAS

Leverage contests by hosting or joining one.

Leverage contests by hosting or joining one.

Ask Facebook fans to upload how to videos to help with education.

Ask Facebook fans to upload how to videos to help with education.

Ask your Facebook fans a question and participate in the conversation.

Ask your Facebook fans a question and participate in the conversation.

SOCIAL MEDIA TACTIC

Use the Facebook Insights to get activity & demographic data.

Use the Facebook Insights to get activity & demographic data.

Outcomes

Like Us! http://www.facebook.com/marketingboo

k

Metric Asset Why is it important? Where is it found?

Unique Users Web page How many distinct people do you reach?

Web analytics package

Page Views Web page How many pages are viewed on your site?


Bounce Rate & Time Spent

Web page, Facebook How often do people come to a site & immediately leave?


# of “Fans” Facebook page How many people identify with your brand?

Insights

Content Likes Facebook page How often do people endorse your content?

Insights

Wall Posts & Comments

Facebook page How much do people post content & comment?

Insights

Post Quality Facebook page % fans who comment + comparison to like pages

Insights

Unsubscribes Facebook, e-mail # of people who disengage Insights

TWITTER


20% of tweets are about products such as invitations for product information, answers or responses from peers or directly by brand representatives

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44% of Twitter users have recommended a product.

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58% of people said if they had tweeted about a bad experience, they would like the company to respond to their comment

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Twitter's estimated valuation is $1 Billion

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TWITTER ANALYTICS

MEASURE YOUR INFLUENCE

46SOCIAL MEDIA TACTIC

Submit articles to directories

Submit articles to directories

Always be quietly branding websites, emails, footersAlways be quietly branding websites, emails, footers

Social media releaseSocial media release

WildfireWildfirePollsPolls

Google TVGoogle TV

PROMOTION STRATEGY

SOCIAL MEDIA TACTIC

Hold a contest at You Tube.Hold a contest at You Tube.

FAVORITE RESOURCES

PR Web social media releases

Wildfire promotions

Odesk bookmarking, seo, technology

Rent A Coder apps or scripts

Elance content creation

Quote Daddy quote of the day

Hootesuite content distribution & tracking

Bit.ly url shortener and tracking

Social Media Is An Interactive Billboard

Enable all relevant

forms of

communication:

• Call Back

• Email

• Fax

• Forms

• Live Chat

• Mail

• Message Board

• SMS

• Toll Free

• Twitter

Test your forms for length and personal

questions

Constantly work your copy and call to actions

Questions? Click for answers!

Source: Hub Spot

Social Media Is An Inbound Marketing Tool Process Tools

Convert

• Offers / CTAs

• Landing Pages

• Email

• Lead Intelligence

• Lead Mgmt

• Analytics

Convert

• Test

• Target

• Nurture

Get Found Get Found

• Publish

• Promote

• Optimize

• Content Mgmt

• Blogging

• Social Media

• SEO

• Analytics

Source: Hub Spot

Turning small groups of Enthusiasts,

Users, Customers and

Consumers

Into Authors, Producers, Scouts, Testers and

Collaborators & Broadcasters

Into Community Members, Advocates, Ambassadors

and Evangelists

Thinktank/

Sounding

Board

Scout/

Mystery

Shopper

AdvisoryCouncil/

Cause

Torchbearer

Seeded

Adopter/

Beta Tester

Customer

User

Consumer

Collaborator/Producer

Evangelist/

Ambassador/

Advocate

Community

Member/

VIP Insider

Influencer

Social Media Is Your Coffee Shop

Source: Hub Spot

Social Media Can DriveTraffic To Your Business• Blog• Podcast• Videos• Photos• Presentations• eBooks• News Releases• Micro-Blogging• Promotions• Social Networking

Source: Hub Spot

Social Media Is Your Translator

If Content is King, then Context is Queen…

Be Relevant to Engage Them If You Want To Go Viral!

The 3 Golden Rules

Say What You Do, Do What You SaySay What You Do, Do What You Say

Always Show Them You CareAlways Show Them You Care

Don’t Forget To Be SpontaneousDon’t Forget To Be Spontaneous

You Bring The Rain, We’ll Make It Pour

Lori TaylorLori Taylor

CEO/FounderCEO/Founder

[email protected]

Linkedin.com/in/lorirtaylor

Twitter.com/lorirtaylor

Facebook.com/loriraylene

Lorirtaylor.com

Crack The Social Web Code: Tips For Social Media Optimization

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Transcript of Crack The Social Web Code: Tips For Social Media Optimization