Get Found' Get Followed' Get Business'

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Get Found. Get Followed. Get Business.

• Gain Maintain Competitive Edge with Social
  Media optimization

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Social Media is a Verb

• Tag Download
• Follow Link
• Share Search Find Converse
  Vote Rate
  Watch Review Listen
• Comment Post Discuss
• Upload

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Businesses of all Sizes Say...

• Social Media Has

Generated qualified leads
Generated qualified leads
Helped us rise in the search engines
Resulted in new business partnerships
Reduced my marketing expenses
Helped us rise in the search engines
Helped me close business
Increased my traffic/subscribers/opt-in list
Generated exposure for my business
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Using social media will make these numbers go
up...
Conversion Rates
Customer accounts
Sales per Customer
Revenues
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... and these numbers go down
Marketing costs
Marketing costs
Employee turnover
Customer Churn
Advertising costs
Customer acquisition costs
Hiring costs
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SOCIAL MEDIA RULES OF THE ROAD

• Be Authentic, Transparent
• Understand that Consumers Rule
• Dont Just Push Content
• Follow, Listen, Learn
• Blog or Die
• Optimise Assets
• (Dont have them? Get them!)

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What is Social Media optimization?

• Set of Best Practices to
• Get your digital assets found on most popular,
  relevant social media sites
• Blog, Twitter, FB effectively efficiently -
  less time, more business benefits
• Increase ROI on social media spend

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SMO for SEO

• Social media sites vertical search engines
• Keywords as tags
• Same aim as SEO gtdrive to corporate page
•  
•  
•  

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SMO for Customer Service

• Cold Economy gt Warm Personal Touch
•  
• Care
• Listen
• Respond

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COLD ECONOMIC TIMES

•  
• Stop Marketing at your Peril!
•  
• 1981 recession
•  
• Companies that decreased spending
•        averaged 19 growth 
• Bigger spenders on marketing had
• 275 sales growth by '85 
•  
• McGraw-Hill Research study

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Social Media IS Content

• Then Text, some linking
• Now Videos, photos, podcasts, widgets, mash-ups,
  networking, reviewing, crowd sourcing
• Social Media Success Value-Rich Content
• Original
• Sincere
• Open-source

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Online Reputation Management

• Then 
• Hope/pray for good reviews
• Ignore bad reviews
• Now 
• Move bad reviews off Page 1 (SEO)
•  Join, listen, chat explain, defend, disclose,
  fix
• Conversation about you is going on anyway!

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Cross Promote with Links

• profile links to your blog
• Your blog links to your channel on
• ...which has a link to your Twitter stream
• And your                                links to
  everything!

 
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Facebook the formidable

• Huge jump in global user base
• 40 in the US the last 4 months 3.9 to 33.6
  million unique visitors/mo.
• Facebook pages gt now "public profiles" for
  businesses
•  vs.
• Facebook Groups
• FB Events
• Use it or Lose it!
• FB links in Search Results

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B2b Users are not laggards

• Forrester Group on B2B
• 91 of buyers are consuming blogs, online video
• 69 of them using social media for business
  purposes
• 55 of these decision-makers were in social
  networks such as LinkedIn.com

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The Fan Economy

• Identify your Potential Customer Evangelists...
• What social media sites are target demographics
  using
• diff re country, gender, age group
• Who are "web influencers' in your market?
• Appeal to BOTH these groups online

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Fan-sumer 1

• Pam, 40s, American homemaker
• RSS feeds for recipes
•  
• Member of Ning book group
• Downloads podcasts about authors
• Shops and sells at
• Researches next family car at
• Likes to enter online contests

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Fan-sumer 2

• Tina, 30s, middle management, Canada
•                          co-workers, friends
•  
• Her office has wiki as intranet 
• Uses                        Events for parties 
• Second Life avatar supermodel-sensei

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Fan-sumer 3

• Mike, 40s, foreman, UK
• Researches equipment at B2B sites
• Trolls motorcycle forums for trip idea
• Watches "how-to" videos at Howster and 
•  
• Hates and
• Reads blogs about purebred bulldogs
•  
• Takes e-learning course for his career

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Fan-sumer 4

• Nigel, British teen
• Loves
• Surfs web on his iPhone
• Reads gamer blogs, forums
• Mocks friends in 
•                  
•                     junkie

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British airways Social media case study
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Add value

• MetroTwinners can
•  
• Create a profile
• Write reviews
• Get personalised recommendations
• Vote 
• Google Maps mashups - NYC and London
• Suggest new 'twin' candidates

U G C
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Spread the word
Metrotwin Blog   Metrotwin on
Facebook   Metrotwin on Blip.Fm  Metrotwin on
Twitter Metrotwin on FriendFeed   Metrotwin on
Delicious
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Reward and recognize
Become a Contributing Editor We're
inviting people who consistently write great
reviews to join our Metrotwin Network of experts
and locals   Earn BA Miles, win flights  
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No selling!
 tucked in "About" page... Why is British
Airways involved in this? British Airways flies
hundreds of thousands of passengers between New
York and London every year. So it feels right for
us to be backing something genuinely useful for
people living in and travelling between NYC and
London.   visit ba.com - small button - only
link to the airlines' booking site.  
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Health Care Industry Case Study of SMO
 
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As a result of the social media program conducted
for VesCell which began in Sept. 08 the
number of new patients signed by the company
increased
95 in Dec.
34 in Nov.
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(No Transcript)
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• Heather led our staff into the social media
  realm as a corporation adding a Facebook group
  for our patient advocates, Twitter Linkedin,
  Squidoo, Flickr, Delicious, MySpace, uploading
  our many videos into YouTube and dozens of other
  video -sharing sites. She and her team trained
  our staff on blogging principles, influencer
  outreach strategies, and online reputation
  management Nobody will work harder for you than
  Heather!...
• We were very happy with her deep knowledge of
  search and social media, coupled with tremendous
  project management skills, which got us great
  results in a very small window of time.
• - Jerry Steele, Director of Outreach,
  VesCell, Bangkok

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Church social media
  "Our organisation is engaged in an aggressive
campaign to draw new members - so getting found
online and having them stick around on our site
is critical...   Weve been impressed with the
vast knowledge of Social Media optimization shown
by Heather's team...   Now were blogging,
streaming videos from YouTube, podcasting  to
iTunes, Twittering, running a Facebook group." -
Pastors Dave and Jess Di Sabatino
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Mythbuster 1
 

•  "I can get a 'viral' marketing campaign"
•  
• Viral campaign/promotion an oxymoron
• CANNOT plan or control a 'virus' - random,
  unpredictable
• goes away as fast as it flares up
•  
• CAN plant seeds in the right social 
• media channels and expect your 
• value-rich content to grow fans.

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Mythbuster 2
 

• Size Matters
• "I only have 2,000 people
• coming to my blog each month, its not worth it"
• NICHE Marketing is what counts
• Who comes (qualified leads?)
• How engaged (leave comments, grab RSS feed?)
• How long do they stay? (page views, time on page)
• Do they return? Tell others?
• Click on other pages? Email? Call? Fill out form?

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Mythbuster 3
 
But none of my competitors are using social
media"
Excellent!
Be first to market make them have to copy YOU!
TIP Grab all your brand-related profile names
in SM channels now 
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Mythbuster 4
 
Isnt blogging supposed to be spontaneous?"  
... Not when it's a corporate blog  
Strategic SMO - not seat-of-pants marketing
-  Invest where YOUR target audiences are
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Mythbuster 5
 

• "I just don't have time to use social media
• Time savers
• Hands-on professional training
• Clear strategy delegated roles
• Share the joy, e.g. group blogging, Twittering

Approx. 2 hours/week Half - update blog, add
photos, videos, links Half - read/watch/listen to
others' blogs, forums, photos, videos, podcasts,
etc.
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SMO resources available from WSI
 
1. Glossary of Terms SMO acronyms, explanations
of social media channels, tools and platforms 2.
Service Description More detailed breakdowns of
each service offered in our SMO Packages and a la
carte menu. 3. Case Studies Available
pre-sale, via GotoMeeting presentation narrated
by Heather Angus-Lee, SMO strategist responsible
for the case studies.
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Thank you!questions?
 

• Dave Morrow
• Lead SMO Strategist
• WSI
• Dave_at_ThreeKingsGlobal.com
• 734-437-1938