The 10 Keys
To Profitably Improving Your
Social Media Marketing Smarts
An Introduction to How
the Social Web, Tools & Strategies Can
Build Your Brand and Business
Chamber of Business & Industry of Centre County
7.14.09 1
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Quick Question…
Are You a Flashing 12?
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Let Me Guess…Are You Thinking?
• How do I budget time, money and staff investments?
• How do I demonstrate value proposition/ROI?
• How do I prioritize, learn and master this stuff?
• What are some of the best tactics?
• Who’s going to do it and where do I start?
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Can I Simply Avoid Dealing
with All of this Web 2.0 Stuff
Until I Retire?
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1962 – Birth of a Technology Marketer
Technologies that have rocked my 40+ year-old world
• 1966 - First bike
• 1969 - Internet
• 1970 - Aluminum bat
• 1972 - Pong
• 1979 - Cellular Phone
• 1983 - PC
• 1987 - Disposable contact lenses
• 1994 - Web
• 1995 - DVD
• 1998 - Viagra (TBD)
• Late ‘90’s, Internet comes of age
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Web 1.0 - 1996 - 250K Sites - 44MM Users
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Web 2.0 - 2008
100+MM Sites - 1+B Users
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Web 1.0 - Web 2.0
Read Only - Read & Write
• DoubleClick • Google/AdSense
• oFoto • Flickr
• Mp3.com • Napster
• Britannica Online • Wikipedia
• Media Reviews • Amazon (user reviews)
• Personal Web sites • Blogging
• Publishing • Participation
• Content • Wikis
• Directories • Tagging (Folksonomy)
• Hyperlinks • RSS
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Why Talk About Social Media Now?
People, Technology, Economics
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Mainstream Explosion of Social Media
QuickTime™ and a
TIFF (LZW) decompressor
are needed to see this picture.
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Crazy Churn Rates
Facebook Looking Pretty
Twitter All a Flitter
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WORD OF THE MIGHTY MOUSE
The Mouse is Mightier Than Sword, Pen or Mouth
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#1
Build Integrity
Build Trust
(LinkedIn, Facebook)
Gallup Poll 11.05 Honesty / Ethics
in Professions 15
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2. Do REMARKable Work
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REMARKable Longevity
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Beatles Fan
Club Letter
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The REMARKable Susan Boyle
• Authentic Integrity
• Transparent
• Awesome
• Added Value
• 100+ Million
Youtube Views
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The REMARKable Dell
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The REMARKable Comcast
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The REMARKable Domino’s
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3+. Don’t Suck…
Be Awesome…
Add Value…
Get Invited and
Join the Conversation and…
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3+. Listen
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Our Big Interactive Marketing IDEA:
Identify, Differentiate, Engage, Adapt
Identify Differentiate
customers by value and
individually then by
and by needs
address
Technology
support for
iterative process
Adapt
Engage
by
product and
and/or by remember
service them well
Feedback Loop
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Closed-loop Marketing Rocks
Aberdeen found that enterprises with best-
in-class closed-loop marketing achieved:
• 36% ave. increase in comp revenue
• 21% ave. lift in comp conversion rates
• 26% ave. increase comp marketing ROI
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Social Media is this…
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And This..
Scobelizer Social Media Starfish: http://scobleizer.com/2007/11/02/social-media-starfish/ 29
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And Even This…
Brian Solis Conversation Prism; http://www.briansolis.com/2008/08/introducing-conversation-prism.html 30
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But, It’s Really Simply This - A Conversation!
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Powered by this…
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It’s any tool that let’s you
SHARE INFORMATION
(opinions, insights, experiences, perspectives)
and NETWORK with others!
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Social Media is not… Social Media is…
• Organized • Alive and flowing
• Controlled • Compelling
• On message • Insightful
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To join, you need to…
• Be present
• Actively listen before you talk
This is a brand new way of
understanding markets, not just
another messaging channel!
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Brands Social Brands
Solicit customers Make friends
Sell to cold prospects Network with happy
customers to meet prospects
Seek satisfaction Strive for passion
Talk about themselves Listen more than talk
Retain customers Engage fans
Incentivize frequent Reward engagement
purchase
Source: The Social Brand Road Map by Jamie Tedford, Friday, Nov 7, 2008 5:00 AM ET
http://www.mediapost.com/publications/?fa=Articles.san&s=94270&Nid=49140&p=401436
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Brands Social Brands
All business, all the time Make time for play time
Do well Do good
Advertise Invite
Send mass email Message friends & fans
Target demos Seek shared interests
9-5 Leave porch light on
Source: The Social Brand Road Map by Jamie Tedford, Friday, Nov 7, 2008 5:00 AM ET
http://www.mediapost.com/publications/?fa=Articles.san&s=94270&Nid=49140&p=401436
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Why Use Social Media
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4. Drink Up The Kool-Aid
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Cone Study
• 60% of Americans use social media
• 59% (of 60%) interact with companies on
social media Web sites
• 25% interacts more than once per week
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Cone Study (cont.)
• Companies should use social networks to solve
my problems (43%)
• Companies should solicit feedback on their
products and services (41%)
• Companies should develop new ways for
consumers to interact with their brand (37%)
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10x
Growth
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Here’s a Big Reason to Jump into the
Social Media Marketing Pool
“Social-Networking Sites are More
Popular than Most Web Sites!”
TIME, 10.13.07
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Almost 4,000,000 Articles
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>100 Million Videos - 65K New Daily
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200 Million Blogs
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1.5 Million Residents
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Here are a few more reasons…
• 73% of active online users read a Blog
• 45% have started their own Blog
• 57% have joined a Social Network
• 55% have uploaded photos
• 83% have watched video clips
1 - Source: Universal McCann Comparative Study on Social Media Trends. April 2008
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The Fact is…
“In 2008, if you’re
not on a Social Networking Site,
You’re NOT on the Internet!”
Source: IAB Platform Status Report: User Generated Content, Social Media, And Advertising - An Overview, April 2008
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February 20, 2008
Social Media Will Change Your Business
“Look past the yakkers, hobbyists and political mobs.
Your customers and rivals are figuring blogs out. Our
advice: Catch up…
or catch you later!”
Source: http://www.businessweek.com/bwdaily/dnflash/content/feb2008/db20080219_908252.htm
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Top 20 Most “Wired” Mom Markets in 2002
• Charleston – 21 hours, 8 min.
• Tampa – 20 hours, 58 min.
• Nashville – 20 hours, 37 min.
• Charlotte – 20 hours, 10 min.
• Pittsburgh – 19 hours, 58 minutes
• Oklahoma City – 19 hours, 13 min.
• Sacramento – 19 hours, 12 min.
• Milwaukee – 19 hours, 12 min.
• Boston – 18 hours, 56 minutes
• Cincinnati – 18 hours, 35 minutes
Time spent online each week – AOL survey 5.07.02 – 8,000 Moms
Note: Average is 16 hours and 52 minutes online per week
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Top 20 Most “Wired” Mom Markets
• Greenville – 18 hours, 23 minutes
• Richmond– 18 hours, 23 minutes
• Lancaster – 18 hours, 19 minutes
• Providence – 18 hours, 4 minutes
• West Palm – 17 hours, 44 minutes
• Baltimore – 17 hours, 41 minutes
• Cleveland – 17 hours, 35 minutes
• Orlando – 17 hours, 35 minutes
• Salt Lake – 17 hours, 26 minutes
• Norfolk – 17 hours, 17 minutes
Time spent online each week – AOL survey 5.07.02 – 8,000 Moms
Note: Average is 16 hours and 52 minutes online per week
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Most “Wired” Teen Markets – 12-17 yrs.
• Pittsburgh 15.82 hrs.
• New York 14.90 hrs.
• Cleveland 14.85 hrs.
• San Diego 14.43 hrs.
• Miami/Ft. Lauderdale 14.15 hrs.
• Hartford/New Haven 13.38 hrs.
• Los Angeles 13.31 hrs.
• Detroit 13.13 hrs.
• Philadelphia 12.88 hrs.
• Milwaukee 12.85 hrs.
*** Teen Average 12.28 hrs
Time spent online each week – AOL survey 5.07.02 – 6,700 Parents of Teens and Teens
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7 Good Reasons To Use It
• Cost effective
• Time efficient
• Measurable
• User-generated
• Big ROI
• Differentiation
• Your market is there, has been there for
some time and has been waiting for you to
SHOW UP!!
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Web 2.0 is NOT a FAD
It’s a Fundamental
Shift in the Way We
Communicate!
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5. Measure Everything
Two Key Metrics
1. Influence
3. Engagement
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Social Media Marketing Measurement
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Key Ways to Measure
• Tell a friend
• Sign-ups
• Downloads
• Video views
• Google Analytics
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Monitoring and Tracking - How?
• Key employees and public
figures
• Company Name
• Hot industry sites
• Company URLs
• Product/Service Name
• Product/Service URLs
• Competitors
• Newsgroups
• ZoomInfo
• SERPs
• Blogs Comments
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Monitoring and Tracking - Where?
• Google Analytics/Alerts
• Feedburner
• Hit Tail
• Measure Map
• Industry Hangouts
• Authority Sites (Technorati,
Google)
• Microblogging (Twitter,
Pounce, Jaiku)
• Social Bookmarks
• Networks (Myspace, Virb,
Facebook, Bebo, Linkedin
• Content Communities (Flickr,
YouTube, BrightCove, Google
Video)
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Measurement Considerations
• Increased number of • Conversion rate (% of
participants participants who become
customers)
• Total number of customer
contacts • Change in volume or
sentiment in support calls
• Sales generated
• Registrations or leads
• Click throughs generated
• Net promoter score
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Measurement Considerations
• Volume of user participation
• Success of new products inspired by social applications
• Impact on brand awareness (from surveys)
• Volume of user generated content
• Number of friend connections
• Volume of forwarded content
• Quantity of content reposted on personal sites
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Measurement Tools - 8 Free Apps
1. Google Alerts - Keywords
3. Technorati - Blog search engine
5. Jodange - TOM brand sentiment
7. Trendrr - Brand comparisons
9. Lexicon - Searches Facebook keywords/chatter
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Measurement Tools - 8 Free Apps
1. Monitter - Real-time monitoring of the
Twittersphere
3. Tweetburner - Tracks clicks on short URLs
5. Twendz - Piggybacks Twitter Search to monitor
and provide user sentiment for the real-time
Twitterstream—70 tweets at a time.
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Measurement Tools - 5 Paid Apps
9. TruCast - in-depth, keyword-based monitoring of the
social Web focused on blogs and forums. Dashboard
apps provide visual representations of sentiment and
trends for your brands online.
10. and 11. Radian6 and Cision - Radian6 pulls information
from the social Web, and analyzes and provides
consumer sentiment ratings for your brand. When paired
with CisionPoint from Cision, the evolved Bacon's of
today, Radian6's dashboard provides a wealth of
information.
• 12. Techrigy
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Measurement Tools - 5 Paid Apps
12. Techrigy SM2 - Social-media monitoring and analysis
solution for PR and marketing folks. With a focus on
complete analysis and comparison, the SM2 experience
draws information from all major social-media channels.
13. Collective Intellect - Real-time intelligence platform,
based on advanced artificial intelligence. Its solution
provides automatic categorization of conversations
based on CI’s proprietary filtering technology. According
to CI, its technologies provide credible groupings and
reduce the "noise" seen in other keyword-based
searches.
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6. BULLETPROOF YOUR
EMAIL MARKETING
Easy Blocking & Tackling
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EMAIL IS STILL KING!
60% say they’ve checked their email
"within the last hour!”
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Email’s Killer ROI
E-mail’s ROI is
$45.06 for every dollar spent!
Non-email Internet marketing delivered
$19.94 for every dollar spent!
Source: Direct Marketing Association - Power of Direct Economic Impact Study – 10.08
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Use an Email ASP
www.constantcontact.com
300+ Templates
Back-end Analytics
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Create an Email
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Enter an Email Name
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Choose a Template
Newsletter (34)
Promotion (14)
Events & Invitations (4)
Business Letters (3)
Press Announcements (4)
Seasonal (11)
Holiday (18)
Cards (18)
Association Pack (18)
Real Estate Pack (6)
Religious Pack (18)
Restaurant Pack (3)
Retail Pack (16)
School (9)
Spanish Pack (17)
Travel & Tourism (12)
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Choose Message Settings
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Edit Your Email
77
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Personalize Your Email
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Choose a List
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Schedule Your Email
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Monthly $ - Unlimited Emails - No Contract
6 mo. prepay - 10% discount; 15% - 12 mo.
Subscriber Email Survey Bundle
Level Marketing Marketing Deal
0-500 $15 $10 $25/$30
501-2,500 $30 $10 $40
2,501-5K $50 $10 $60
5,001-10K $75 $10 $85
10,001 – 25K $150 $10 $160
25,000+ Special Special Special
Source: Contact Contact Web site 7.09
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AOH 32 Email Top
Subject
Hyperlink
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AOH 32 Email Bottom
Direct
Email
Links
Links
Sign up box
Forward Email
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AOH 32 Email Report
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Bishop Canevin High School Email - Top
Personal Branding
6 Subjects Lead Story
Pictures Donation
Hotlinks
86
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Whiskey Rebellion II Invitation
87
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StopDrinkTax Invitation
88
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StopDrinkTax Newsletter - Top
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StopDrinkTax Newsletter - Bottom
90
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The Carlton Restaurant –
Email with Video
92
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JVC Everio and Flip Camera
93
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Bruschetta’s Online Survey
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Survey
Questions
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Survey
Results
96
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What Do We Know
• Reputation matters
• Work fundamentals
• Target & Try Stuff
• Segment (10%+ Clicks)
• Open rates at 35%
• Clicks through 7%
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What Do We Know
• Spam is down (1,640 by 2010)
• Conversion is up (CTB 28%)
• Manage bounces
• Subject Line - 45 Characters
• Days don’t matter much - Time of Day Seems to Matter
• Graphics top
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What Do We Know
• Work to build list
– Viral
– Contests
– Append
– Integrate
– Ask to be in address book (43%)
– Test multiple subject lines (25%)
GOOD RESOURCE: http://www.espcoalition.org/senderid/
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7. BLOG (CMS, RSS, Delicious)
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Michael Jackson Impact 30%
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Pittsburgh Bloggers
www.pghbloggers.org
1000+ Blogs - Just a Few…
2 Do in Pittsburgh
Arts In Pittsburgh
ArtsBlog
Creative TreeHouse
I heart pgh
JMG Artblog
Old Mon Music
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Web Site/Blogging Platforms
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7 Steps to a Creating a Successful Blog
1. Read
2. Comment
3. Write
4. Respond
5. Converse
6. Connect
7. Rinse & Repeat
Connie Reece 107
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10 Easy Steps to Walking Your Blog
1. Select tools/location/hosting service (Free/Low Cost)
• Blogger (www.blogger.com)
• Google's free blogging service
• LiveJournal (www.livejournal.com)
• SixApart’s free blogging service, for creating personal journals
• Typepad (www.typepad.com)
• From Six Apart, used by many business blogs
• Movable Type (www.sixapart.com/moveabletype/)
• More advanced site design and development capabilities
• WordPress (www.wordpress.org)
• Personal publishing platform w/sophisticated features
– Hosted Blogs – much more tech support
• Sun Microsystems: blogs.sun.com
• General Motors: www.gmblogs.com
• Microsoft: www.microsoft.com/Communities/blogs/PortalHome.mspx
How to Create a Successful Business Blog: 9 Steps to Implementing by Bill Comcowich
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Step 1A
• Per Blogger
– Create an account (Get Gmail account)
– Choose a name
– Choose a template
– Start posting
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Steps 2 - 6
2. Develop a content plan (script 15-25) for launch (presence,
voice, style, POV)
3. Make your debut (connect, engage)
5. Crank it out/get a rhythm (min. weekly)
7. Informal conversational style/use links/stay on track
9. Be better/be interesting/play nice
How to Create a Successful Business Blog: 9 Steps to Implementing by Bill Comcowich
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Steps 7 - 10
7. Invite response
8. Monitor consumer discussion
1. (www.technorati.com), (www.pubsub.org),
(blogs.google.com), (www.blogpulse.com) and (
www.feedster.com) . Use RSS tools such as (www.
bloglines.com) or (www.newsgator.com).
2. Monitor Usenet with (groups.google.com). Monitor
message boards with (www.boardreader.com) For fully
integrated media monitoring, subscribe to (www.
cyberalert.com), (www.cymfony.com), (www.
carmainternational.com), (www.kdpaine.com)
4. Give it some air w/search engines, blog links, PR
6. Enjoy the ride
How to Create a Successful Business Blog: 9 Steps to Implementing by Bill Comcowich
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Blog Idea Sources
• Check comment section 1. Do something different w/
• Create lists pictures, contests.
• Review greatest hits 2. Invite a guest author to
• Spend time on social write a blog post.
networking sites like Digg 3. Step away from
and StumbleUpon to find computer
out what other people are
blogging about. 4. Turn on the news
• Explore blogs in an 5. Keep an idea log - write
entirely different category an editorial calendar
than yours.
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Easy Social Media Wins w/Blogs
1. Comment on other Blogs for exposure and engagement
3. Take fan videos and broadcast them
5. Tag content with social bookmarking sites
7. Submit content to social news sites
9. Ask your membership to spread the word
11. Spread your good word with a collaborative organization Blog
113
Jacob Wolfsheimer, EndlessPlain.com
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RSS - Really Simple Syndication (5%)
aideRSS, Bloglines.com, Feedburner,
Google Reader, GoogleNews,
mySyndicaat, YahooNews
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Social news/bookmark
del.icio.us, Digg, Reddit, StumbleUpon, YouTube
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Bishop Canevin Blog
Sign up box
Photos
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Bishop Canevin Blog Success
Year Pages Uniques First Timers Returners
2009 59,822 36,207 19,974 16,233
2008 159,079 91,427 44,931 46,496
2007 125,447 71,250 31,298 39,952
2006 95,785 52,739 20,114 32,625
2005 21,562 9,400 3,933 5,467 (Sept.)
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Ancient Order of Hibernians, #32 Carnegie, PA
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AOH 32
Blog
Countdown
Search
Flickr Photos
119
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AOH 32
Blog
Labels/tags
Archives
Hyperlinks
Pictures
120
Links Copyrighted by BrandMill, LLC 2009
AOH 32 – Quarterly Stats (2006-2009)
121
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AOH 32 – Yearly Stats (2006-2009)
Q1, ’09
122
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AOH 32 – Yearly Stats (2006-2009)
Q1, ’09
123
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In the Locker Room with Tunch and Wolf
124
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In The Locker Room With Tunch and Wolf
125
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HOSPAC Blog
126
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The Carlton Restaurant - Website
127
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8. Show & Tell Stories
Via Flickr & YouTube
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Bishop Canevin Flickr Photos
401 Albums
25,065 Photos
Born 9.05
As of 5.4.09
129
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In The Locker Room: YouTube
130
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The Carlton Restaurant – Wines Page
131
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Idlewild & SoakZone: YouTube
132
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YouTube Contests
133
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Facebook StopDrinkTax
134
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9. Improve Your Social Media PR
Excellent Product/Experience, Story, Credibility,
Flawless Execution = Word-of-Mouth
• Retail • Pharma
– Starbucks – Prozac
– The Body Shop – Viagra
– Wal-Mart/Sam’s Club – Vioxx
• Tech • Toys
– Amazon.com – Beanie Babies
– eBay – Pokemon
– Google – Tickle Me Elmo
– Intel • Other
– Linux – Botox
– Microsoft – Harry Potter
– Palm – PlayStation
– Yahoo – Red Bull
Source: The Fall of Advertising & the Rise of PR, Ries & Ries
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Social Media Release
• Search engine optimization (you can optimize the release
on the backend with keywords)
• Hyperlinks within the release (inbound links to your site do
wonders for natural search)
• Tags (again, think searchable)
• Media (a way to virally spread your work)
• Sharing (give people bookmarking ability to share)
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Don’t just write about “big news”
• CEO speaking at a conference? Write a release.
• Win an award? Write a release.
• Have a new take on an old problem? Write a release.
• Add a product feature? Write a release.
• Win a new customer? Write a release.
• Publish a white paper? Write a release.
• Get out of bed OK? Maybe not…get the idea?
David Meerman Scott, The New Rules of PR 138
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Write to buyers with keyword rich copy
139
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David Meerman Scott, The New Rules of PR
10. Experiment (Fast Fail)
140
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70-20-10 Budgeting
• 70% to what you know works best
• 20% to innovating or testing within 70%
• 10% for new ideas
Book - What Sticks
141
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Twitter Guidelines
http://darmano.typepad.com/logic_emotion/2008/08/guidelines-for.html
Source: http://darmano.typepad.com/logic_emotion/2007/12/why-is-twitter.html
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KogiBBQ
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Welcome to a Whacky Wiki World
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154
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Q: What the *%$ is a Podcast?
A: A Radio Show on the Internet!
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Podcast Telegram (See TalkShoe)
*2007 Podcast Ad Revenue = $165MM
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How to Run a Successful Podcast
http://www.podcast411.com/f12.html
http://www.podcast411.com/f12_2.html
http://www.ehow.com/how_2310602_run-
successful-podcast.html
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Boston’s Public Broadcaster
WGBH Morning Stories
• Podcasts grew from 2,000 - 5,000 downloads a
week to 340K after Apple's iTunes incorporated
podcasts in 2005
• Now scaled back to a 150K a month.
• Before podcasting @150 people a month
downloaded Show
• Nationwide 5,000 podcasting shows
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Top 10 Keys To Profitably Improving Your
Social Media Marketing Smarts
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Your Top Ten
1. Build Integrity/Trust
• LinkedIn/Plaxo/Facebook
• Customer Service, Guarantee, Create a Cause
• Do REMARKable Stuff, Don’t Suck
• Be FREE and EASY and Stand for Something
• LISTEN - Get Invited to Conversation, Add Value
• Drink Your Digital Kool-Aid
• Measure Everything
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Your Top 10
6. Bulletproof Email Marketing ($46 ROI)
7. Start Blogging/CMS & RSS
8. Show & Tell Your Stories via Flickr & YouTube
9. Optimize Social Media PR
10. EXPERIMENT & FAST FAIL. 70-20-10 - Test w/Tools
Twitter, Podcast, Google Wikis (Google/Yahoo Groups),
Google Alerts, PR Web, Webinar, SMS, Mobile
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The greatest danger for most of us
is not that our aim is
too high and we miss it,
but that it is too low
and we reach it.
-Michelangelo
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Thank You - Let’s Stay Social!
Stephen Wayhart – BrandMill
stephen.wayhart@brandmill.com
412.401.0555
http://blog.brandmill.com/
http://www.linkedin.com/in/stephenwayhart
http://www.facebook.com/people/Stephen-
Wayhart/1045035320
http://twitter.com/wayhart
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What are the kinds of search marketing?
Figure 2-1 Types of Search Results. The Google search results screen clearly separates paid from organic results; other search engines combine
them.
Organic
Organic search is editorial results
Paid search is advertising
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Why is search so important?
Search marketing yields
the lowest cost per lead
(and the most qualified
leads)
So that’s where the
money is going
(and this chart
shows only paid
search fees)
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