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A CMO’s Guide To The Social Media Landscape

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					                                                          THE CMO’S GUIDE TO:

             THE SOCIAL LANDSCAPE 2010 IS THE YEAR CMOS WILL HEAVILY INVEST IN SOCIAL MEDIA. HERE’S A GUIDE TO
                                      HELP YOU UNDERSTAND HOW BEST TO LEVERAGE MAJOR SOCIAL MEDIA SITES.

                                                                GOOD!                         OK.                       BAD!
                         CUSTOMER                                 BRAND                              TRAFFIC TO
WEBSITE                COMMUNICATION                             EXPOSURE                            YOUR SITE                                  SEO

                       Use keyword search monitor-         O ers unique opportunities          Potential can be large, but          Value to your site's SEO is
                       ing through a program such          for Web site integration and        promotion is an art form --          limited, but tweets will rank
                                                                                               promote your brand too heav-         high in search results -- good
A microblogging site   as Hootsuite, TwitJump or           to engage with customers
                                                                                                                                    for ranking your profile name
that enables users     Radian 6 to track what people       in a viral way, helping your        ily and turn o followers, yet        and breaking news, though
to send ‘tweets’, or   are saying about you and your       company stand out from the          don't promote enough and             shortened URLs are of little
messages of 140                                                                                receive little attention.
characters or less
                       competitors.                        masses.                                                                  benefit.


                                                          Facebook brand pages are great      Traffic is decent and on the
                        Great for engaging people         for brand exposure. Jump-start      rise thanks to share buttons          Little to no value, aside from
                        who like your brand, want         your brand exposure through         and counters, but don't               blogs picking up and featuring
A social networking     to share their opinions, and      the ad platform, or hire a Face-    expect massive numbers of             your posted links. Not worth
site where users        participate in giveaways and      book consultant to help you         unique visitors to go to your         the time expenditure.
can add friend, send    contests.
messsages and build                                       grow your brand presence.           site.
their own profile


                       Unnecessary to spend too           Participation in industry-related   Even if you get tens of               Heavily indexed in search
                       much time on this, though          groups might get your photos,       thousands of visits to a photo
An image and video                                                                                                                  engines, passing links and page
                       properly tagged photosets          and thus your brand, viewed by      hyperlinked with your URL,
hosting website                                                                                                                     ranks. Also helps images rank
                       of company events can help         people with similar interests,      click-through rates are among
where community                                                                                                                     higher in Google Images and in
members can share      customers put a face on the        but numbers will be small.          the lowest around.                    building inbound links.
and comment on         team behind your brand.
media

                                                          E ective for personal branding
                       Not the primary focus, but cus-                                                                              Very high page rank -- almost
                                                          and demonstrating your organi-      Unlikely to drive any significant
                       tomer engagement opportuni-                                                                                  guaranteed on the first page
                                                          zation's professional prowess.      traffic to your site, though you
                       ties are possible by answering                                                                               of search results -- especially
A social networking                                       Encouraging employees to            never know who those few
site for business      industry-related questions,                                                                                  for your company name or
                                                          maintain complete profiles to        visits might be from -- perhaps       individual employees' names,
professionals          establishing yourself as an
                                                          strengthen your team's reputa-      a potential client or customer.       but that's about it.
                       expert in the field.
                                                          tion is advisable.

                       Whether you seek to entertain,
                       inform, or both, video is a        One of the most powerful brand-     Traffic goes to the videos. If          Very good for building links
                                                          ing tools on the Web when you       the goal is to get traffic back to
                       powerful channel for quickly                                                                                 back to your site because videos
                                                          build your channel, promote via     your site, then add a hyperlink
A video sharing        engaging your customers,                                                                                     rank high. Also a tried-and-true
                                                          high-traffic sites, and brand your    in the video description, but
website where users    responding to complaints, and                                          don't expect traffic to correlate       way for your brand to gain
can share and upload   demonstrating your social-         videos.                                                                   exposure.
new videos                                                                                    closely with video views.
                       media savvy.


                                                          Opportunities are huge, espe-       The grandfather of traffic              Very good because even if your
                       Not the site's primary strength,                                       spikes, so become active in the
                       though occasionally an objec-      cially for promoting objective                                            story doesn't become popular,
                                                                                              community or find someone who          then your page will still be
                                                          press/blog coverage of your
                       tive third-party writeup as a PR                                       is. If your site is corporate, then   indexed quickly. If your story
                                                          brand. Make sure content
A social news site     e ort, perhaps to counteract                                           consider launching an industry        does become popular, this is
                                                          doesn't read like an ad, or your    blog on a noncommercial Web
where users can        bad press or customer senti-                                                                                 likely the best site in terms of
discover and share                                        site might be banned for being      domain to establish yourself as a
                       ment, can be promoted.             overly commercial.                                                        getting linked to by bloggers.
content                                                                                       thought leader.


                       Paid StumbleUpon traffic can         A paid campaign can be good         Enables a diverse range of            Very good if your story makes
                       be a very targeted method of       for brand awareness, especially     people to discover your               it to the top page for its tag.
                       communicating, but whether         following e orts to get free,       content and share links via the       StumbledUpon's large user
                                                          organic traffic to your home          su.pr link shortener on Twitter.      base enables many people to
A social news
                       you're reaching your existing      page. Targeting is very accurate,   Tagging helps, but you don't
                       customers is purely random                                                                                   find and link to your stories.
community where                                           but keep in mind you're paying      want the same people repeat-
members discover       and costly to determine.                                                                                     For vanity name searches,
                                                          5 cents per visit ($50 CPM).        edly giving you a thumbs-up.
and share webpages                                                                                                                  profile pages rank well, too.




                                                          Noncommercial sites are heavily                                           If you make the front page of
                       Editor-driven and moderated,                                           Get in the moderators' good           Yahoo, then you will get a ton
                                                          favored by moderators, so           graces, and you have a chance
                       so this shouldn't be your          business sites should not waste                                           of backlinks, but chances are
A social news site                                                                            to hit absolutely massive num-
where community        primary focus.                     time in this uphill battle.                                               unlikely unless you are a large,
members can vote
                                                                                              bers -- but it's a long shot.         established brand.
on stories


                       The community is fickle, and                                            If Reddit loves you, then traffic
                                                          Unless you're a bacon company,
                       anything perceived as spam                                             is o en right up there with Digg      Make the front page and
                                                          don't try to build your brand
                       will be destroyed. However,                                            and StumbleUpon. Be careful:          many reputable sites will pick
                                                          here. You'll end up banned from
A social news          look deep into the categorized                                         Push too hard for votes from          up your story, generating valu-
                                                          the site without even realizing                                           able backlinks and extending
community where        "subreddits" to unearth small                                          your friends and risk being
users post links to                                       what happened.                                                            trust to your site.
                       niche communities, and you                                             banned, but don't push at all
the site’s home page   could get valuable feedback.                                           and you'll wind up with nothing.

                                                                                                                                    Pretty much everything about
                       Site is intended for people to     Not enough ongoing brand rec-                                             the site helps: When your page
                                                                                              Not as big as it used to be, but      is bookmarked, it's a direct link
                       bookmark content. You can          ognition to make it worth your      informative, massive reference
A social bookmark-                                                                                                                  back to your site. When you're
ing site used for      see what people tag with your      while unless you want to be         pieces bookmarked for later           on the front page of the site, the
sharing and storing    brand name, but communica-         known for providing reference       use can net you a few thousand        big category tag pages are full of
bookmarked pages       tion with them is nonexistent.     content for later retrieval.        recurring monthly visitors.           trust, which will pass directly to
                                                                                                                                    your URL.

				
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posted:2/23/2010
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