Coming out of your shell How marketers can find and engage customers with real influence using social technologies March 25, 2009 Heidi Sullivan, Director of Media Research, Cision US Inc. Jay Krall, Manager of Internet Media Research, Cision US Inc.
SMEI Social Media Roadshow Presentation
Nov 11, 2014
SMEI Social Media Roadshow presentation, "How marketers can find and engage customers with real influence using social technologies" presented by Heidi Sullivan & Jay Krall of Cision.
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Coming out of your shell
How marketers can find and engage customers with real influence using social technologies
March 25, 2009
Heidi Sullivan, Director of Media Research, Cision US Inc.Jay Krall, Manager of Internet Media Research, Cision US Inc.
Using social media to connect with consumers & professionals
THE GOVERNING PRINCIPLES►It must be said: Be transparent►Respect preferences►Don’t pitch, converse!
Social Media Definitions
Social Media/Web 2.0User-Generated – Information Sharing
►Lifestreaming►Microblogging on Facebook, Twitter, FriendFeed & others
►Social Networking Sites►Community Networks
►Blogs►Individual Posts in Reverse Chronological Order
Microblogging & Lifestreaming:Where do I start?
Measured by their Unique Visitors, here’s what the major services look like roughly in proportion.
But is Facebook the best place to find your target community? Depends.
65 million4 million
220,000
10,000
SEO Benefits of Social Media
► loves social content
► Don’t think of Digg and Delicious pages discussing your brand as competing with content on your site: they boost your search rankings!
► Submit your blog posts, videos and more to social news sharing sites as part of a larger mix of interesting content
► Friend people who share your interests so they can push your content too
Getting the most out of
► Use http://search.twitter.com to find out who’s talking about you, your competitors and your clients
► Be personable yet professional; don’t say anything you don’t want everyone to hear
► Share links to your own promotional content and other interesting links as well
► Follow back those who follow you► Don’t feel you have to keep up with your Twitter feed. Use
TwitterSearch and #hashtags to hone in on interesting discussions► Avoid syndication tools that push content to Twitter in robotic-
looking ways
“I’ve got blogs whose target audience is 100 people – the right 100 people.”
Chris Anderson, The Long Tail
Social Metrics
How to Find 10 Blogs Relevant to Your Brand
► Initial ResearchGoogle Blog Search Technorati
► Traditional MetricsUnique Visitors per Month RSS
SubscribersE-mail subscribers
Two-mile-high urban termite mound to house planet's swarming humanity
Social Metrics
►Inbound links: the currency of the Web►Blog comments►Total posts: does volume matter?►Citations on social news sharing sites►Track your results, document your progress,
look for patterns
Private Social Networks
►Communispace recruits members and provides biweekly reports on your private
networks conversations for market research and customer insights
►Costs $350,000 to $400,000 for 300 people/12 months
►Ideal community size is about 300
Source: Communispace
Free Social Networks & Survey Tools
Networks can be private but you must recruit on your own
Surveys are public and work well across multiple networks
The Concept of Inbound Marketing
Source: Hubspot.com
Inbound marketing…how’s that different from search optimization?
► Search is just one of many ways people find you. Half of all Americans Internet users don’t search at all. *Pew Internet & American Life Project Search Engine Use Report, August 2008
► Google’s not the end all, be all. With 7.2 billion searches a month, Google is the market leader but not a monopoly: 40 percent of all Internet searches are done using search engines other than Google. * comScore December 2008 U.S. Search Engine Rankings
► Focus on creating content that will help people find you in other ways. These include blog links, widgets, microblogging, social bookmarking, forums and social networks.
Creating Content
►Should I blog? Make videos? Create a social network?
►What are my goals?
►How will I measure success?
Producing ContentThe Mayo Clinic YouTube Channel
► 300 Videos Uploaded ► Patient Testimonials, health tips
► 180,000 Views, nearly 700 views per video ► Medical research news
Content can be viral & fun
Fiskars’ Fisk-A-Teers
Roomba on YouTube
Coming out of your shell
How marketers can find and engage customers with real influence using social technologies
March 25, 2009
Heidi Sullivan, Director of Media Research, Cision US Inc.Jay Krall, Manager of Internet Media Research, Cision US Inc.
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