5) Social Media Marketing. Paolo Torchio & Amanda Webb September

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1 5) Social Media Marketing Paolo Torchio & Amanda Webb September

2 1. Social Media Marketing Statistics 2. Social Media Best Practices 3. Social Media Marketing on: Social Networks Social Bookmarking, Tagging, and Content Voting Sites Video and Images Sharing Sites Collaborative Directories 4. Advertising on Social Networks Buying your way in Paolo Torchio & Amanda Webb September

3 Paolo Torchio & Amanda Webb September

4 Visitors to MySpace.com and Friendster.com generally skew older, with people age 25 and older comprising 68 and 71 percent of their user bases, respectively. More than one-third (34 percent) of visitors to Facebook.com are years old, approximately three times the representation of that age segment in the general Internet population Last year half of the MySpace.com visitors were at least 25 years old, while today more than two-thirds of MySpace visitors are age 25 or older Source: Comscore Metrics Study 10/06 Paolo Torchio & Amanda Webb September

5 Social Media Marketing Rule #1: Show the community you are a participant! Paolo Torchio & Amanda Webb September

6 Social Media Marketing Remember you're part of a community Be prepared for criticism Avoid spin Don t hide who you are Examine your motives Get ready to work Paolo Torchio & Amanda Webb September

7 Social Media Marketing Social Networks Social Networks like MySpace and Bebo do present the opportunity for a business to engage with their customer Paolo Torchio & Amanda Webb September

8 Social Media Marketing Social Networks Facebook Groups for Businesses Paolo Torchio & Amanda Webb September

9 Social Media Marketing Social Networks Create your own Network! Coca-Cola: Disney: American Express and Australia: Nike and Google Paolo Torchio & Amanda Webb September

10 Social Media Marketing Social Bookmarking & Tagging Have you ever tagged, voted on content or shared bookmarked content? Why Use Social Bookmarking & Tags? Social Search! Paolo Torchio & Amanda Webb September

11 Social Media Marketing Social Bookmarking & Tagging A social search engine is a type of search engine that determines the relevance of search results by considering the interactions or contributions of users. Example forms of user input include social bookmarking or direct interaction with the search results such as promoting or demoting results the user feels are more or less relevant to their query. Paolo Torchio & Amanda Webb September

12 Social Media Marketing Social Bookmarking & Tagging Search Engine Marketing Benefits Generate additional link to your site increasing link popularity Tags or associates your content with particular keyword phrases Distributes content to a wider audience, including additional listings in Search Engine Results Encourages repeat traffic Paolo Torchio & Amanda Webb September

13 Social Media Marketing Tagging Tagging: Tagging allows shared information to be both stored and searchable across blogs and other social media sites, including video and photo properties such as YouTube and Flickr Content that can be Tagged: Blogs Websites Press Releases Images Videos Paolo Torchio & Amanda Webb September

14 Social Media Marketing Tagging Content The concept: Marketers release article or video with suggested tags Readers find and tag article or media with keywords as they see fit Content can be found through tags beyond original suggestions via Tag Search Engines and Traditional Search Engines Result: Content reaches many, links and traffic increase! Paolo Torchio & Amanda Webb September

15 Social Media Marketing Content Voting Sites Content Voting: Instead of tagging content for keyword phrases the user submits a url for inclusion on the site with a descriptive title and summary of the story Users can then digg or vote on the story to push its exposure up on the site Sites to submit to: Digg, Netscape and Reddit Link popularity increases due link generated on Digg and links generated from other Website picking up your story on Digg Paolo Torchio & Amanda Webb September

16 Social Media Marketing Social Bookmarking/Tagging Exercise Goal: To engage in Content Voting as a consumer Paolo Torchio & Amanda Webb September

17 Social Media Marketing Social Bookmarking/Tagging Exercise 1. Go to 2. Create an account 3. Login into and verify account 4. Go to YouTube.com 5. Search for a Video about your country 6. Hit the Diggit link 7. Write a keyword-rich description 8. Write a keyword-rich title 9. Hit save Paolo Torchio & Amanda Webb September

18 Social Media Marketing Best Practices Encourage users to tag, bookmark or vote on your content Discover which social bookmarking communities best resonate with your readership Make friends, especially with a top user Become a top user Don t just bookmark your own content, participate in the community Don t buy votes Don t self-promote Paolo Torchio & Amanda Webb September

19 Social Media Marketing Video and Images Due to sites like Flickr and YouTube, users can go out and tag content beyond text. Just like tagging text, tagging video and image help: Generate links Increase search engine exposure Increase your reach Paolo Torchio & Amanda Webb September

20 Social Media Marketing Tagging Via Video Sharing Rich word rich tags help users find the Video through Search Paolo Torchio & Amanda Webb September

21 Social Media Marketing Tagging via Photo Sharing Tag and Upload your Images with Flickr! Paolo Torchio & Amanda Webb September

22 Social Media Marketing Flickr Best Practices Always add tags! The tags or keywords that you associate with your photo will make it findable to users when they are searching Include link to your Website on each photo and your profile Set photos to public Create a descriptive title for the image. Enter a description under the photo, or write something about the picture. If the photo is location specific, go into Flickr s tools and geotag the picture. Create a group and join related groups Paolo Torchio & Amanda Webb September

23 Social Media Marketing Collaborative Directories Wikipedia Creating a page for your business Pros: Highly ranked in the Search Engines Will drive traffic to your site Cons No longer offers Search Engine Optimization benefit Open your business to having both positive and negative information posted Angering Wikipedians Paolo Torchio & Amanda Webb September

24 Social Media Marketing Collaborative Directories Does my business need an entry on Wikipedia? If so, don t have your PR company create the entry If your business is already on Wikipedia, refrain from editing your own s business entry It s best to have someone that is already established on the site update incorrect information Add links to your site via existing related entries Paolo Torchio & Amanda Webb September

25 Social Media Marketing Collaborative Directories Explore other Wiki s WikiTravel WikiCompany These sites were designed for business involvement They also provide link love in the Search Engines Paolo Torchio & Amanda Webb September

26 Advertising in Social Media - Ads on Blogs Paolo Torchio & Amanda Webb September

27 Advertising in Social Media - Ads on Blogs Summary: Advertising can solicit participating bloggers to review/write about their service, news or product for a fee. Benefits: Rich Media is expensive, blog ads are a less expensive alternative Opportunity to reach higher income/educated demographic Ad Providers: BlogAds ( Abrite ( Federated Media ( Feedburner ( Pricing Model Depends on the Publisher, but typically Pay per click Cost per impression Flat rate per month Paolo Torchio & Amanda Webb September

28 Advertising through Web 2.0 Paolo Torchio & Amanda Webb September

29 Advertising in Social Media - Sponsored Blog Posts Summary: Advertising can solicit participating bloggers to review/write about their service, news or product for a fee. Benefits: Advertising message in Blog content from Blogger s point view Potential SEO benefits from links Opportunity for other blogs to pick up story Ad Providers: Payperpost ( Review Me ( Pricing Model Bidding Marketplace Pay per click Pay per blog entry Paolo Torchio & Amanda Webb September

30 Advertising in Social Media - Ads in RSS Feeds Paolo Torchio & Amanda Webb September

31 Advertising in Social Media - Ads in RSS Feeds Summary: Ads that are displayed directly within subscriber s RSS Reader Benefits: Advertising message is visible to the user whether or not the visit the site Ad Providers: Feedburner ( Pheedo ( Pricing Model Pay per click Paolo Torchio & Amanda Webb September

32 Advertising in Social Media Best practices: Engage the blog reader Encourage participation Encourage conversation Banners designed around the Blog s atmosphere Content rather than hard-sell = more clicks Advertise only on sites that are highly relevant to your product/services and the destinations you serve, e.g. regional golf or spa blog Paolo Torchio & Amanda Webb September

33 Social Media Marketing Remember you're part of a community Be prepared for criticism Avoid spin Don t hide who you are Examine your motives Get ready to work Paolo Torchio & Amanda Webb September

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