Social Media Optimization - Tracking Your Results
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Copyright 2010 – High Alert International– All Rights Reserved
Beyond Social Media Optimization:
Getting your Networking on Track and Your Career Flowing!
Maurice A. Ramirez, DO, PhDHigh Alert International5764 North Orange Blossom Trail #143Orlando, FL 32810
(866) [email protected]
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Social Media at NSA
• 2007: Not just for “socializing” anymore
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Social Media at NSA
• 2007: Not just for “socializing” anymore
• 2008: Super-charged vehicle for sharing messages globally
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Copyright 2010 – High Alert International– All Rights Reserved
Social Media at NSA
• 2007: Not just for “socializing” anymore
• 2008: Super-charged vehicle for sharing messages globally
• 2009: Broadcasting messages is easy, monitoring results is not
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Copyright 2010 – High Alert International– All Rights Reserved
Social Media at NSA
• 2007: Not just for “socializing” anymore
• 2008: Super-charged vehicle for sharing messages globally
• 2009: Broadcasting messages is easy, monitoring results is not
• Rapidly evolving technology - adapt or become extinct!
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Evolution of Social Media Technologies
• Version 1.0 – Picture and a Profile• Version 2.0 – You and your message
one website at a time• Version 3.0 – Coordinated strategy of distributing
messages across social media sites
• Version 4.0 – The Social Media Hive Technology
Social Media at NSA
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Social Media Hive Technology
Socialnomics– “The concept that the Social Media eliminates
millions of people performing the same tasks over and over (multiple individual redundancy) and instead relying on the recommendation and referral of trusted social media contacts.”
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Copyright 2010 – High Alert International– All Rights Reserved
Social Media Hive Technology
Socialnomics– “The concept that the Social Media eliminates
millions of people performing the same tasks over and over (multiple individual redundancy) and instead relying on the recommendation and referral of trusted social media contacts.”
– A cultural form of group decision making• Board of Directors
• Tribal Council
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Copyright 2010 – High Alert International– All Rights Reserved
Social Media Hive Technology
Socialnomics– “The concept that the Social Media eliminates
millions of people performing the same tasks over and over (multiple individual redundancy) and instead relying on the recommendation and referral of trusted social media contacts.”
– A cultural form of group decision making• Board of Directors
• Tribal Council
– In nature, its like a colony of bees• A few scouts direct the swarm
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Social Media Hive Technology
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Social Media Hive Technology
• Interconnects social media sites
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Social Media Hive Technology
• Interconnects social media sites• Links social media conversations
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Social Media Hive Technology
• Interconnects social media sites• Links social media conversations• Broadcasts social media messages
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Social Media Hive Technology
• Interconnects social media sites• Links social media conversations• Broadcasts social media messages• Monitors results in real time
– Impact on Brand– Keywords and Message Streams– Traffic, Influence and Contacts– Sentiments, Passions and ROI
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WMD
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WonderfulMarketingDiscovery
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Weapon ofMarket
Destruction
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Social Media Optimization
Cruising Beyond the Event Horizon
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“Our mission is to deliver exceptional vacation experiences through the world's best-known cruise brands that cater to a variety of different lifestyles and budgets, all at an outstanding value unrivaled on land or at sea.”
Message Promoted through Social Media Optimization
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• Ship’s Pursers engage current and past cruise guests on Facebook, Twitter and other social media platforms daily
Message Promoted through Social Media Optimization
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• Ship’s Pursers engage current and past cruise guests on Facebook, Twitter and other social media platforms daily
• Every ship has an ad hoc Social Media presence under the direction of the ship’s Chief Purser and their staff
Message Promoted through Social Media Optimization
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• Ship’s Pursers engage current and past cruise guests on Facebook, Twitter and other social media platforms daily
• Every ship has an ad hoc Social Media presence under the direction of the ship’s Chief Purser and their staff
• Each ship is a floating cellular and WiFi hotspot providing continuous high speed broadband access to all cruise guests
Message Promoted through Social Media Optimization
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• Shipboard emergencies no more common on these ships than any in the industry
Message Promoted through Social Media Optimization
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• Shipboard emergencies no more common on these ships than any in the industry
• Every shipboard emergency on these ships are accompanied by a torrent of Social Media messages by guests
Message Promoted through Social Media Optimization
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• Shipboard emergencies no more common on these ships than any in the industry
• Every shipboard emergency on these ships are accompanied by a torrent of Social Media messages by guests– 2009 Passenger Overboard yields > 124,000 tweets– 2008 Cabin Fire yields > 68 negative blog entries– 2008 Ship at List Media alerted by passenger tweets
before corporate media relations contacted networks.
Message Promoted through Social Media Optimization
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“Our mission is to deliver exceptional vacation experiences through the world's best-known cruise brands that cater to a variety of different lifestyles and budgets, all at an outstanding value unrivaled on land or at sea.”
Message Promoted through Social Media Optimization
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Weapon ofMarket
Destruction
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Social Media Optimization
Play to the Strengths of the Social Media– It is fast, very fast… You must be too!!!
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Social Media Optimization
Play to the Strengths of the Social Media– It is fast, very fast… You must be too!!!– In public relations, silence is not golden…
It is guilty!!!• The first message posted is often the story most
believed• Make certain your message is the first by
becoming a message and influence leader in the social media
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Social Media Optimization
Play to the Strengths of the Social Media– Content may be king, but Buzz is the Bomb!!!
• When the topic is hot, it is not only acceptable but beneficial to send frequent update messages
• If controversy surrounds the event, your followers will retweet your messages just to stay in the fray
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Copyright 2010 – High Alert International– All Rights Reserved
Social Media Optimization
Play to the Strengths of the Social Media– Content may be king, but Buzz is the Bomb!!!
• When the topic is hot, it is not only acceptable but beneficial to send frequent update messages
• If controversy surrounds the event, your followers will retweet your messages just to stay in the fray
– Know the effect of your efforts and those of your competition
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Social Media Surveillance
Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Capture and analyze data from social media
sites to understand customer sentiment, brand loyalty, audience reach, etc.
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Copyright 2010 – High Alert International– All Rights Reserved
Social Media Surveillance
Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Capture and analyze data from social media
sites to understand customer sentiment, brand loyalty, audience reach, etc.
– Actively listen to information regarding your customers, brand, products, and competitors in the social media
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Social Media Surveillance
Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Publish and respond to social
media messages in a measurableand accountable way
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Social Media Surveillance
Social Media Surveillance enable brands to measure the impact of Social Media Optimization– Publish and respond to social
media messages in a measurableand accountable way
– Add social media analysis to the overall marketing analysis to measure reach, sentiment, and impact of multi-media public relations campaigns
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Social Media Surveillance
http://www.peoplebrowsr.com/
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Social Media Surveillance
http://scoutlabs.com/
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Social Media Surveillance
http://tweetreports.com/
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Social Media Surveillance
http://socialmention.com/
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Social Media Surveillance
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Social Media Surveillance
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Social Media Surveillance
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Social Media Surveillance
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Social Media Surveillance
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Step 1
• Go to http://socialmention.com/
• Click on “Create an Alert”
Social Media Surveillance
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Social Media Surveillance
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Step 2• Enter a Search phrase:
Step 3• Select Type: “All”
Social Media Surveillance
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Social Media Surveillance
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Step 4• Do Not change Language: “Any language”• Do Not change Email Type: “html”• Enter Email Address:• Do Not change Delivery: “daily”• Click “Create Alert”
Social Media Surveillance
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Social Media Surveillance
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Social Media Surveillance
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Step 5
• Check you email and click to “Verify this Alert request”
• Congratulations you are now monitoring your brand in the social media!!!!
Social Media Surveillance
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WonderfulMarketingDiscovery
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Brand Control
Preventing Image Creep: The Most Subtle Form of Identity Theft
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Brand Control
Actual messages posted in Facebook by the family of major executives and politicians
• “It’s about the message, Stupid”
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Brand Control
Actual messages posted in Facebook by the family of major executives and politicians
• “It’s about the message, Stupid”
• “Liberals are the most inane form of life ever created by the God they don’t believe in”
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Brand Control
Actual messages posted in Facebook by the family of major executives and politicians
• “It’s about the message, Stupid”
• “Liberals are the most inane form of life ever created by the God they don’t believe in”
• “You know the Obama’s are in love by they way they fist each other in public”
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Weapon ofMarket
Destruction
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Brand Control
Preventing Image Creep– Learn from your kids
• Limit posting privileges to your social media sites
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Brand Control
Preventing Image Creep– Learn from your kids
• Limit posting privileges to your social media sites
• Review all posts before they appear online
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Copyright 2010 – High Alert International– All Rights Reserved
Brand Control
Preventing Image Creep– Learn from your kids
• Limit posting privileges to your social media sites
• Review all posts before they appear online
• Set boundaries regarding what you share online and stick to those boundaries
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Brand Control
Preventing Image Creep– Learn from your kids
• Limit posting privileges to your social media sites
• Review all posts before they appear online
• Set boundaries regarding what you share online and stick to those boundaries
• Set your social media site preferences to match these policies and boundaries
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Brand Control
Preventing Image Creep– Learn from your kids
• Limit posting privileges to your social media sites
• Review all posts before they appear online
• Set boundaries regarding what you share online and stick to those boundaries
• Set your social media site preferences to match these policies and boundaries
– Monitor your Brand• Make certain your are the only author posting
under your name in the social media
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Brand Control
http://buzzding.com/
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Brand Control
http://trackur.com/
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Brand Control
http://whostalkin.com/
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Brand Control
Step 1• Go to http://whostalkin.com/
Step 2• Enter your name in quotes in the search box
Step 3• Click “Search”
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Brand Control
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Brand Control
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WonderfulMarketingDiscovery
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Return on Investment
Socialnomics:Social Media Optimization’s Undiscovered Continent
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Socialnomics and ROI– If the “Coins of the Realm” in Socialnomics
are Referral and Influence of trusted social media contacts, how do you measure Return on Investment in real dollars?
Return on Investment
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Copyright 2010 – High Alert International– All Rights Reserved
Socialnomics and ROI– If the “Coins of the Realm” in Socialnomics
are Referral and Influence of trusted social media contacts, how do you measure Return on Investment in real dollars?
– ROI is monetized based upon: • Average value of referrals (conversion rate)• Actual cost of client labor saved (hourly rate)• Actual sales made• Actual cost of the social media campaign
Return on Investment
![Page 75: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/75.jpg)
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Return on Investment
http://howsociable.com/
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Return on Investment
http://swix.com/
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Return on Investment
http://www.dragonsearchmarketing.com/online-marketing-strategy/social-media-marketing/social-networking-media-roi-calculator/
![Page 78: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/78.jpg)
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Return on Investment
http://dag1.mine.nu:8888/blog/twitter-roi.php
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Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
Step 1• Go to http://dag1.mine.nu:8888/blog/twitter-roi.php
Step 2• Enter the number of twitter followers you have as
“1st Generation Twitter Followers”
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Return on Investment
![Page 81: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/81.jpg)
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Return on Investment
Step 3• Multiply the number from Step 2 by 500 and enter
the result as “2nd Generation Twitter Followers”
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Return on Investment
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Return on Investment
Step 4• Enter the number of messages per month
posted as “Twitter posts per month”
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Return on Investment
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Return on Investment
Step 5• Enter the number of click-throughs your
social media messages receive per month
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Return on Investment
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Return on Investment
Step 6• Enter cost per thousand views as “CPM”
(default value for social media is 5)
![Page 88: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/88.jpg)
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Return on Investment
![Page 89: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/89.jpg)
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Return on Investment
Step 7• Enter cost of current social media marketing
campaign as “Investment”
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Return on Investment
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Return on Investment
Step 8• Enter “Campaign duration in months”• Click “Submit for ROI”
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Return on Investment
![Page 93: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/93.jpg)
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Return on Investment
3 month campaign
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Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
3 month campaign
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Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
3 month campaign
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Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
3 month campaign
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Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
3 month campaign
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Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
24 month campaign
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Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
24 month campaign
![Page 100: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/100.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
24 month campaign
![Page 101: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/101.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Return on Investment
24 month campaign
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Copyright 2010 – High Alert International– All Rights Reserved
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Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
Old Truths vs. Current Realities
![Page 104: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/104.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– Social media does
not require daily attention, its ok to “dabble”
• Current Reality
![Page 105: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/105.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– Social media does
not require daily attention, its ok to “dabble”
• Current Reality– Buzz is the Bomb…
It can propel you to the top or blowup in your face (Surveillance is Essential)
![Page 106: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/106.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– Social media does
not require daily attention, its ok to “dabble”
– Search engine placement matters
• Current Reality– Buzz is the Bomb…
It can propel you to the top or blowup in your face(Surveillance is Essential)
![Page 107: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/107.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– Social media does
not require daily attention, its ok to “dabble”
– Search engine placement matters
• Current Reality– Buzz is the Bomb…
It can propel you to the top or blowup in your face(Surveillance is Essential)
– Searchable positive review placement is what matters(Brand Protection is Key)
![Page 108: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/108.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– The ROI for Social
Media is measured in intangibles
• Current Reality
![Page 109: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/109.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– The ROI for Social
Media is measured in intangibles
• Current Reality– The ROI for Social Media
Optimization is complex but must be monetized(Measure your ROI)
![Page 110: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/110.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– The ROI for Social
Media is measured in intangibles
– Email marketing is dead
• Current Reality– The ROI for Social Media
Optimization is complex but must be monetized(Measure your ROI)
![Page 111: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/111.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– The ROI for Social
Media is measured in intangibles
– Email marketing is dead
• Current Reality– The ROI for Social Media
Optimization is complex but must be monetized(Measure your ROI)
– Email marketing is evolving & merging with social media optimization
![Page 112: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/112.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– The ROI for Social
Media is measured in intangibles
– Email marketing is dead.
– Content is King
• Current Reality– The ROI for Social Media
Optimization is complex but must be monetized(Measure your ROI)
– Email marketing is evolving & merging with social media optimization
![Page 113: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/113.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– The ROI for Social
Media is measured in intangibles
– Email marketing is dead
– Content is King
• Current Reality– The ROI for Social Media
Optimization is complex but must be monetized(Measure your ROI)
– Email marketing is evolving & merging with social media optimization
– Buzz is the Bomb
![Page 114: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/114.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
Parting Thoughts for the Future
• Old Truths– The ROI for Social
Media is measured in intangibles
– Email marketing is dead
– Content is King
• Current Reality– The ROI for Social Media
Optimization is complex but must be monetized(Measure your ROI)
– Email marketing is evolving & merging with social media optimization
– Buzz is the Bomband Content is still King!!!
![Page 115: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/115.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
WonderfulMarketingDiscovery
![Page 116: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/116.jpg)
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eSpeakers Social Media Marketing
The Unofficial Tutorial(The following is not sanctioned by eSpeakers)
![Page 117: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/117.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
eSpeakers Social Media Marketing
Step 1• Login into eSpeakers App (formerly eVentPro)
Step 2• Click on “Marketing”
![Page 118: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/118.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
eSpeakers Social Media Marketing
![Page 119: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/119.jpg)
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eSpeakers Social Media Marketing
Step 3• Click on “Social Media Connections”
![Page 120: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/120.jpg)
Copyright 2010 – High Alert International– All Rights Reserved
eSpeakers Social Media Marketing
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eSpeakers Social Media Marketing
Step 4• Click on “Connect”
![Page 122: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/122.jpg)
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eSpeakers Social Media Marketing
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eSpeakers Social Media Marketing
Step 5• Enter your Email Address• Enter your Password• Click “Login”
![Page 124: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/124.jpg)
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eSpeakers Social Media Marketing
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eSpeakers Social Media Marketing
Step 6• Click “Allow Status Updates”
![Page 126: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/126.jpg)
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eSpeakers Social Media Marketing
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eSpeakers Social Media Marketing
Step 7• Click “Allow Access”
![Page 128: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/128.jpg)
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eSpeakers Social Media Marketing
![Page 129: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/129.jpg)
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eSpeakers Social Media Marketing
Step 8• Click “Allow”
![Page 130: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/130.jpg)
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eSpeakers Social Media Marketing
![Page 131: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/131.jpg)
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eSpeakers Social Media Marketing
Step 9• Click “Allow Publishing”
![Page 132: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/132.jpg)
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eSpeakers Social Media Marketing
![Page 133: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/133.jpg)
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eSpeakers Social Media Marketing
Step 10• Check the box to “Display on Profile”
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eSpeakers Social Media Marketing
![Page 135: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/135.jpg)
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eSpeakers Social Media Marketing
Step 11• Click “OK”• Congratulations, your eSpeakers Calendar is now
connected to your Facebook Account
Repeat the same steps for Twitter & LinkedIn
![Page 136: Social Media Optimization - Tracking Your Results](https://reader038.fdocuments.in/reader038/viewer/2022110304/554efad3b4c90580698b4a09/html5/thumbnails/136.jpg)
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eSpeakers Social Media Marketing
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Thank You