search + social media marketing€¢ other tools: twitter, podcast, sweepstake, video social media...

masterclass

search + social media marketing

15 november 2010holstebro, denmark

massimo burgio global search interactive / sempoPARTS 5-7

TOOLS SMM

VIRAL

masterclass


PART 5TOOLS

blog SEO• meta tags, keywords• search engine friendly copywriting• URLs, categories, tags, RSS• links, images, embeds

social media marketing

Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

http://www.globalsearchinteractive.net


http://www.slideshare.net/massimoburgio


social media optimization• profiles, links, MAO, RSS • pages, groups, apps • tools, time, resources, ethics








social media marketing• content, channels, frequency• pages, groups, fans, friends, apps• tools, time, resources, ethics• social media policy


social media optimization• profiles, links, MAO, RSS • pages, groups, apps • tools, time, resources, ethics







digital rights vs. distribution• facebook TOS• RSS feeds• creative commons

privacy vs. communication• what privacy?• tone of communication• active participation

ethics vs. spam• transparency• opt-in / no spam• listen, don’t shout

the dark side of social media marketing






• to protect your company and brand

• to protect your employees

• to protect your audience

why you need a social media policy






basic blog tools: blog platforms






basic blog tools: wordpress rocks






blogging basics• blog SEO = website SEO• right platform, right plug-ins• fresh, relevant, optimized content• post frequently• use both categories and tags• create and optimize RSS feeds• list your blog in blog directories• submit RSS feeds to feed engines• participate in the blogosphere• participate in social networks

blogging basics: the very basic






blogging basics: blog SEO

blog SEO basics• put blog post title before blog name in title tag• always use permalinks and trackbacks• adopt heading tags (h1 , h2, h3) in blog template• keywords in post title, body, anchor texts• add keywords and descriptions to metatags• don’t forget keyword density, proximity, ratio• focus on content relevancy• links to reference sites – less is best• eliminate dead links• link to other articles in your blog• alt / title attributes in images• avoid duplicate content• always use a clean code • create and submit a sitemap • use a robots.txt file• implement google analytics






fundamentals• homepage / post templates• remember functionalities (plugins)

designers tips• before designing a blog, benchmark• customize your CSS

blogging basics: blog design






blogging basics: editorial strategies

commenting on other blogs• less time / freedom of frequency• no control on main message• can generate traffic / generates authority • source can be e-fluential

create your own blog• time-consuming / need of editorial team• more control on messages• SEO effect• shows your personality

guests authors’ blogs • very time-consuming • difficult to recruit authors• long time commitment• shows your personality • generates high authority






microblogging






more than just twitter• facebook status update• linkedin status update• yahoo! status update• youtube status update• foursquare / gowalla …• tumblr.com• plurk.com• pownce.com …• friendfeed• hellotxt …

microblogging






masterclass


PART 6SMM

social media basics• listen and participate to conversations• engage with all target groups and pages

basic tools: social networks• facebook: marketing tool and social phenomena• facebook: users, pages, groups, apps and more• basic networks: facebook, youtube, flickr, linkedin• basic networks (travel): tripadvisor, trivago, google maps• other tools: twitter, podcast, sweepstake, video

social media basics: social networks






one to one social media engagement

networks are for networking• complete info and links in profiles• friends + groups + fan pages• emails + comments + bulletins • active profiles (questions, polls) • fresh quality content• pay attention to other users’ issues• don’t forget to tag media• link building – a lot• no spam, please!• stop marketing, start engaging






WEB 1.0

WEB 2.0

digital identity evolution

source: territorio creativo






more social media mandalas

ADVERTISING

COMMUNICATION

PRODUCTDEVELOPMENT

CUSTOMERCARE

SOCIALMEDIA

MARKETING

source: territorio creativo






conversation tone on social media networks






talking about manners: facebook etiquette

http://bit.ly/fb-manners






how to get your facebook account disabled






how to get your facebook account disabled

you can lose your facebook account for • not being human / using a fake name• being reported for abuse by other users• using a personal profile to promote a business/organization• posting copyrighted material• importing too many RSS feeds to facebook notes• promoting business on walls / pages / groups• scraping information off facebook• getting reported by other users for abuse• adding too many friends at once• joining too many groups• post the same message on too many walls• sending out identical personal messages to several friends• placing too many links on posts or messages• sending too many pokes at once• insisting on placing facebook ads that have been refused






masterclass


PART 7VIRAL

latest viral videos: a life on facebook

http://bit.ly/life-on-facebook






what is viral marketing? wikipediaviral marketing and viral advertising are terms used to refer to marketing activities leveraging existing social networks to produce exponential effects in brand awareness, by means of a self-replication process analogue to virus spread-out.

short versioninitiatives that incentives users to share a marketing messages with their friends in a voluntary way, generally by word of mouth or electronically.

definition of viral marketing






about viral campaigns• hotmail: the pioneer• the virus analogy• not all viral campaigns work• psychology of target audience is key• creativity unlocks the viral spread• credibility + quality overall• effective + quick management• don’t forget a call-to-action• the perfect link baiting

how viral marketing works






viral channels• internet / web / email• social networks• snail mail (database)• offline

viral elements• existing network / database• interaction / relations• follow-up after the campaign

viral keys• funny• useful and unique• spectacular• shocking

components of a viral marketing campaign






online viral channels• email, advergaming, web • blogs, forums, social networks• youtube, facebook, adsense, itunes

offline viral channels• radio, mobile, user desktop• advergaming, product placement• guerrilla marketing, unconventional

online / offline viral channels






steps of a viral marketing campaign• opportunities analysis• set metrics, goals and KPIs• design creative campaign• develop all necessary formats• identify e-fluenciales• get seeding channels ready• launch the campaign --- e-fluenciales and their networks --- social networks --- email marketing --- other channels / media• execute the campaign• measuring of results / feedback • last minute interventions• final reporting• data / goals analysis

how to plan and run a viral campaign






viral marketing ethics

key principles• happy users will always express positive values about a brand• word of mouth marketing’s goal is to give power to the users

honesty of ROI• honesty of relationship how will we ensure bloggers disclose their relationship and participation in this marketing program?

• honesty of opinion what measures will ensure that we are not influencing bloggers

to say anything other than their own honest/genuine opinion?

• honesty of identity does this program mislead the public in any way that could

damage the reputation of our company?






educational

entertaining

enlightening

the three E of a viral marketing campaign






educational

entertaining

enlightening

engaging

ethic

the five E of a viral marketing campaign






advantages• (generally) low cost• easy to transmit• start with existing network• runs on external resources• it will become alive

disadvantages• lots of time-material• not easy to control

advantages and disadvantages of viral mktg






not defining goals for the campaign

classic mistakes in viral marketing

• buzz: launch new products, support

promotional campaign, create brand awareness

• PR: create a case for your public relation strategy

• lead acquisition: increment of data base for direct marketing actions

• sales: channel traffic towards ecommerce site or special promotions

• advertainment: associate a brand to a viral advertising messaging

• brand equity: viral interaction between users and brand / top of mind






not knowing the process / steps of viral campaigns


• strategic: identifying goals, and

interaction with marketing plan • creative: developing of creative ideas

in all necessary format• production: different format need

different media and different production time and cost

• seeding: launching the campaign by “seeding” the target networks and relevant e-fluential users

• tracking: measuring traffic and performance of the viral campaign






fearing viral campaigns• better not to run one, then…

thinking viral = internet• best virals are cross-media: web, mobile, email, TV, offline...

thinking viral = stupid or sexy videos• there are many creative ways to be viral

thinking viral cannot be local• think geotargeting

forgetting about creativity and quality• a badly designed gaming platform will never get viral

forgetting about simplicity• viral marketing doesn’t have to be complicated







not knowing why it has to be viral• probably because viral campaigns are trendy

setting too many goals for the campaign• set realistic goals, and be ready to accept the reality

using the word “viral” in creative content• some users may skip the campaign thinking about viruses

using the same creativity as in TV spots• campaign content should be new and exclusive

asking the agency to make “a game”, or “a movie”• format should be determined by campaign goals and budget

buying a mailing list• more successful if spread by e-fluentials of your target networks







not using adequate hosting for traffic• it sounds great in PR when server crash because

of high traffic, but…

fossilizing your attention on figures and ROI• best campaigns are not necessarily those with million views on

youtube. better focusing on planned goals and measuring according preset KPIs

not taking in consideration the cost of each step• viral campaigns macro steps are production, seeding, managing.

most companies pay only for production, leaving the rest to the agency’s discretion

not working with a specialized agency• viral marketing is art and science. not all agencies have the right

resources to create and run a viral marketing campaign







you can select the networks• the more natural way to start

you can select the channels• the most important part in planning

you can select the e-fluencers • but after this the campaign will go on its own

you can select the messaging• don’t forget that best viral campaigns are those

that allow interaction/customization from users

you cannot select the final audience• it’s a viral campaign, right?

a few last words on viral marketing targeting






one of the top viral videos of all times: OK GO

http://bit.ly/OKGO-viral






masterclass


NEXTSMO

massimo burgioglobal search interactive / sempowww.globalsearchinteractive.net [email protected]/massimoburgiotwitter.com/massimoburgiolinkedin.com/in/massimoburgioslideshare.net/massimoburgio

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