Social Media Marketing on the Real-time Web
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Transcript of Social Media Marketing on the Real-time Web
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Copyright © 2010 YourVersion
Dan Olsen, CEO, YourVersionDan Olsen, CEO, YourVersionMay 19, 2010May 19, 2010
Social Media Marketing on the Real‐Time Web
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Copyright © 2010 YourVersion
AgendaWhat is Social Media Marketing?What is the real‐time web?Focus on using top tools for
TwitterFacebook
Social Media OptimizationYourVersion
Interactive talk: Please interrupt with questions & share your examplesWill post slides to slideshare.net/dan_o
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My BackgroundEducation
BS, Electrical Engineering, NorthwesternMS, Industrial Engineering, Virginia TechMBA, StanfordUI design and web development
19 years of Product Management ExperienceManaged submarine design for 5 years5 years at Intuit, led Quicken Product ManagementLed Product Management at FriendsterPM consultant to startups: Box.net, YouSendIt, EpocratesSpeaker: Web 2.0 Expo, Facebook Fund, StanfordCEO & Cofounder of YourVersion, startup building “Pandora for your real‐time web content”
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Quick Poll of Audience
Job type
Company size
Familiarity with using:Twitter
How much experience marketing on:Twitter
# of Twitter followers
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What is Social Media?
Old media: 1‐way communication
Social media: 2‐way communication
Reader is empowered (vs. just publisher)
Allows expression and dialog
Interactive
Social 1‐to‐many
Public
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What is Social Media Marketing?
Using social media to achieve your marketing goals
Reaching prospective customers
Communicating with existing customers
Communicating & reinforcing your brand
A key component of your overall marketing mix
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WORD OF MOUTH
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What is the Real‐Time Web?
Time delay from event/idea to publication is essentially zeroTweets, FB Status Updates
Free & effortless for people to post content
Finding informationBefore, focus was only on relevance
Recency has increased in importance
New goal: Relevance + Recency
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Copyright © 2010 YourVersion
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Why do Marketers like Twitter?
Way to reach prospective customersFreeCan find people for a given topic/keywordCan identify influential peopleCan benefit from word of mouth/viral marketingWay for people to discover your brandGreat vehicle for dialog with your existing customersOther reasons?
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Copyright © 2010 YourVersion
Twitter Basics
Twitter WebsiteProfile page: handle, background image, URL
Follower model: asymmetric, blocking, ratio
Tweets140 character limit (can delete a tweet)
Mentions, Direct messages (DMs), and Retweets (RTs)
Hashtags
Lists
Search: people, text
Trending
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Copyright © 2010 YourVersion
The Art of Writing TweetsMaking your message fit into 140 characters
Eliminate unnecessary words (telegram)Common abbreviations:Thx 4 ur RT. R U going?
Be Positive: “Awesome article on …”Call to action to click: “You gotta see this …”Use hashtags to increase reachUse @ for people, use well‐formed URLsLeave room for RT#FollowFriday, #FFOther examples? (good & bad)
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Copyright © 2010 YourVersion
Twitter Clients
ClientsTweetdeck
Tweetie (acquired by Twitter)
twhirl (acquired by Seesmic)
Seesmic (web, desktop, & mobile)
Computer, Mobile, Web
Free vs. paid
Tweetdeck demo
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Copyright © 2010 YourVersion
Twitter Tools: People
Managing followersFriend or Followhttp://www.friendorfollow.com
Finding peopleWeFollowhttp://wefollow.com
Tracking followers over timeTwitterCounterhttp://twittercounter.com
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Copyright © 2010 YourVersion
More Twitter ToolsHashtags
http://hashtags.orghttp://whatthetrend.com
Automatic DM to FollowersSocialOomph (formerly TweetLater)http://www.socialoomph.com
Twitter Appsonefortyhttp://oneforty.com
Twitter for TeamsCoTweethttp://cotweet.com
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Pages
Groups
Events
Ads
Insights
Apps
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Copyright © 2010 YourVersion
Status updates
Sharing
Like
Comment
For your website
Like Buttonhttp://developers.facebook.com/docs/reference/plugins/like‐box
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Copyright © 2010 YourVersion
Social Media Optimization
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SMO is the new SEO
SEO (PageRank)Decide on strategic keywordsOptimize contentGet links, ideally from high PageRank sites
Social media optimizationDecide on strategic topic(s)Identify key topic thought leaders & groupsBuild relationshipsContribute to the conversation
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Copyright © 2010 YourVersion
Using Multiple Channels TogetherWrite your blog postTweet with link to your blog post with relevant hash tags
Friends/followers read & retweetPeople reading hashtags
Facebook Page Wall postHave fans & friends like and commentShows up in their friends streams who will read, like, and comment
Comment on a relevant blog post with a link to your post
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Copyright © 2010 YourVersion
Building an Audience
What mattersWhat you talk about
How you talk about it
Who you’re talking to
Building your reputationIdeally, perceived as a topic expert
Helping people discover good content
Being up‐to‐date and in‐the‐know
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Copyright © 2010 YourVersion
“We saw a trillion unique URLs, and the number of individual web pages out there is growing by several billion pages per day”‐ Google Blog, 7/25/08
Problem: Amount of Web Content Far Exceeds How Much Time We Have
US Households, self-reportedSource: Forrester Research
Time Spent OnlineAverage Hours per Week
0
2
4
6
8
10
12
2004 2005 2006 2007 2008 2009
Ave
rage
Hou
rs p
er W
eek
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Copyright © 2010 YourVersion
Current Model for Finding New, Relevant Web Content is BrokenCurrent solutions take too much effort and are impersonalSearchRevisiting bookmarksRSS readersGoogle alerts
New Discovery Model:Instead of you having to find the content, the content finds you
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Shift to Discovery Model Has Created Large Value in Related Areas
Discovery model has already transformed:Music: Pandora, last.fmTelevision: TIVOMovies: Netflix
Better user experienceTime spent searching is minimized/eliminatedRelevant content delivered to user (push vs. pull)Engine proactively discovers new content for user
Transformation to Discovery model hasn’t occurred for web content, but it’s about to
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Copyright © 2010 YourVersion
YourVersion Is The BestReal‐Time Discovery Engine
Most Personalized
Delivers Best Blend of Relevance with Recency
Easiest to Use: innovative user interface
Most Complete Discovery SolutionBookmarking with auto‐tagging
Sharing: email, Facebook, Twitter
iPhone App
Firefox toolbar, Chrome extension, Browser sidebar
Harnesses Collective Intelligence
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Copyright © 2010 YourVersion
YourVersion Has ReceivedVery Positive User Reaction
Launched at TechCrunch50, won People’s Choice AwardUser praise
“You've now replaced my iGoogle tab. Nice.”“Tired of surfing for articles on subjects you are interested in? Try @yourversion I'm a huge fan already!”
“RSS for the rest of us”
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Copyright © 2010 YourVersion
YourVersion Demo
Website
Firefox Toolbar
Browser sidebar
Personalized weekly email with top stories
iPhone app
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Copyright © 2010 YourVersion
YourVersion iPhone App
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Copyright © 2010 YourVersion
Try it out at:http://www.yourversion.com
Free iPhone app at:http://bit.ly/yv‐app
or search for “yourversion” in App store
We’re hiring marketers
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‐Intimate, all‐day workshop for startups on Product Management, Design, & Marketing
‐Sat June 12th in Palo Alto
http://toolboxevent.com
Use discount code “jhtc” for $90 off ($59 instead of $149)