Social Media Marketing

Search Media Marketing (SMM) Process

Prepared by: LiveAdmins LLC

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LiveAdmins LLC

Internet Marketing/Search

Engine Optimization Services

Date: 28-04-2008

Social Media Marketing:

What is Social Media Marketing?

Social Media Marketing (SMM) is a

Fast, Convenient and Inexpensive

way to execute online marketing

that targets relevant people who

are using social media based

websites, such as, social

community websites, social

bookmarking websites, Video

networking sites, and Content Rating websites, for building ideas, concepts, raising online

visibility, increase in personal relations/feedback, finding changes in brand reputation and

promoting services and products.

There are different kinds and types of social media websites, depending upon the structure,

functionally and nature of members over at social media portals.

Types of Social Media Portals:

The “Type” of social media websites is defined on the basis of structure and what social media is

offering, following are major types of web 2.0 social portals.

# Types of Social Media Websites (web 2.0 Portals) Examples

1 Content Rating Websites www.Digg.com

www.Current.com

2 Social Community Websites www.MySpace.com

www.FaceBook.com

3 Video Marketing Websites www.YouTube.com

www.MetaCafe.com

4 Social Bookmarking Websites Del.icio.us

www.Reddit.com

5 Social Networking Websites www.LinkedIn.com

www.twitter.com

www.FaceBook.com

Kinds of Social Media Websites

Over time few social media websites got identified on the basis their characteristics and type of

members. Few web 2.0 social portals are good for B2B marketing (linkedin.com, myspace.com

etc) others are good for consumer based marketing (facebook.com, digg.com etc). Social media

websites can be beneficial for targeted or global marketing also consumer based or B2B based

marketing.

Advantages of Social Media Marketing:

LiveAdmins.com Search Engine Optimization (SEO) team will go through the following Social

Media Marketing Process in order to launch a social marketing campaign.

The following diagram briefly describes how we will proceed with Social Media Optimization.

Pre-Requisites of Social

Media Optimization

Step#1 Select Relevant Social

Media Websites

Step#2 Plan and Design

Strategy for Targeted Audience

Step#3 Creating or request

Unique Content (which may

includes, descriptions, videos,

product/services descriptions etc)

Step#4 Creating Profiles using

Unique Content.

Step#5 Once profile is created,

then the Targeted people will be

sent Request to become Members

“OR” Join Social Community

against that profile.

Blogs will be created and traffic

will be directed.

Existing Communities will also be

targeted for the same purpose.

Social Media Market

Results

» Targeted Traffic

» Relevant Traffic

» Global or Local Marketing

» Inexpensive Advertisement

» Increased Sales

» Lead Generation

» Product/Services Promotion

» Send Emails/Newsletter to

Members.

» Announce latest Offers about

Service/Product

» Launch New Product/Services

» Gather Available Email Addresses

from Social Media Profiles to

Compile a List of Potential Clients.

There is always a choice between profiles or communities to add targeted people because each

social media website has different strengths for profiles and community. For few social

websites, profiles are more powerful as compared to communities and others have more

options for communities as compared to profiles. Selection of “Community” OR “Social Profiles”

varies for different kind of website/business, depending upon what kind of social media

websites are selected after analysis phase.

Plan and Design Strategy for Social Media Marketing:

At first, the client’s website traffic requirements are identified whether the requirement is

“Consumer Based Traffic” or “B2B traffic”. Once the Nature of traffic is identified then the

strategy for targeted people is finalized on the basis of following parameters:

1-Age

2-Gender

3-Geography

4-Income

5-Seniority

6-Industry

7-Job Functionality

8-Interests

9-Ethnicity

(Every Social Media Website doesn’t allow all the above options to target people)

How to Sustain Members (Members Retention):

Social Media Optimization team will indulge added members to stay in touch by:

» Sending email Newsletters and Company Messages

» Posting/Emailing New offers about products/services

» Latest News about your Services / Products

» Target other relevant online communities to spread the word within a

particular social media website to attract more members and to create a buzz.

(Note: LiveAdmins can create some of this content and some will be requested from the customer. All

posts and content will be approved by the quality control team and client)

Strategy for targeting communities within a specific social website:

General strategy to target different communities within a social media website is to have two

accounts:

» Company/Institute Account

» Supporting Account

“Company/Institute Account” is the one which depicts Company/Institute Profile/Group, where

as “Supporting Account” is the one which will have personal information and will be used to

pitch into different communities within same social media website to bring members to

company’s/institute’s profile.

Note: The “supporting account” will not be a fake account, its original account with the information of

one of liveadmins.com SEO team member.

How to Proceed with Different Types of Social Media Portals:

Each type of Social Media Website will be treated differently to get the desired results.

1Content Rating Websites

Content rating sites are those social media website where the website members post content or

link to content and then all the members of that portal evaluate that content on the basis of

voting system. The post with maximum votes will appear on relevant higher traffic pages and

get relevant traffic to website. Following steps show how LiveAdmins will proceed with content

rating social media websites.

Step#1: Create new profile with unique content including:

» Company / Institute Logo

» Text Content (Containing “About Us” along with Product / Services description)

» Videos and Pictures (if available)

Step#2: Send 20 member’s invitations on daily basis to increase friends list which will play supporting role to get relevant traffic.

Step#3: Twice a week, content will be posted on content rating website and then all the members will be requested to have a look on the post, comment and vote for it using emails, message boards, group messages etc. Request to members can be sent because they have

accepted profile/group/community membership and potential customer of client’s services/products.

Rating of post depends on number of votes; higher number of votes result is higher ranking of

the posted content, which means that the posts will be shown on relevant high traffic page. This

results in more relevant traffic because once the post is on high traffic page, a lot of visitor will

also be voting for the post as a result of snowball effect.

Snow ball effect

After a few months of droving (sending profile/community membership invitation to members),

the profile/community will have large amounts of members who can be considered as potential

clients and supporters.

The following diagram describes the flow and sequence of having traffic from content rating

social media website.

SEO = Search Engine Optimization

Member Ship

requests on

daily basis

Large Group of

Supporters who

are Voting and

Commenting Better Position on

High Traffic

webpage under

Relevant Category

Relevant Traffic

which results in

more Leads and

Sales Post on High Traffic

webpage helps in

SEO* of website as

it provides back-link

Members can be sent weekly newsletters or message to spread the word about products /

services. This is important for potential client retention.

Posting Procedure & Design:

» Post should be done in evening when members came from their jobs / schools /

universities to maximize visibility.

» Post title should be made attractive by introducing hooks.

» Post title should have keywords within specific that industry, which people are

searching over the internet and social media website. Besides this, keywords tag and description tag should have keywords and written intelligently.

» Post title should exactly map about the post to reduce bounce rate.

2Video Networking Websites

Video Networking websites are those where online videos can be uploaded for marketing and

promotion purposes. According to a research, total 25 million people/day visit youtube.com and

from the following youtube.com traffic graphs, (Diagram A) there is an increase in 16.9% visitor

per year, which are 10 million people from June 2007 to June 2008.

Diagram A Diagram B

Another research shows (in Diagram B) that there are 71.9% people who watched video via

personal computer.

Following steps show how to proceed with video networking social media websites.

Step#1: Create profile/Group with unique content that includes video(s) and company / institute

description.

Step#2: Send invitation request to relevant members on daily basis to increase supporters.

Step#3: Each video page will be visited frequently to view comments and to help members /

viewers regarding any question.

Step#4: After a few months, Group / Profile will have thousands of members and those

members are basically potential customer of your services / products.

Step#5: More supporting member’s means:

» More video views

» More video rating

» More comments

» Probability to add video to its favorites also increases (for this the video must be

really interesting)

All this helps in improving ranking of video against different keywords within that social media

website.

Step#6: Another very important and beneficial way of marketing is to integrate video

networking websites with other social media websites, for example community in facebook.com

or myspace.com can be sent message to visit video at youtube.com and vote or comment about

it. This can only be achieved if there are minimum two communities, one some social

community website and other on video networking website and must be owned by single entity

because in that case both the target audience will be same. Following diagram shows the way

we precede with video networking websites.

SEO = Search Engine Optimization

Send membership

invitation to

targeted people

on daily basis

Post on High Traffic

webpage helps in

SEO* of website as

it provides back-link

After a few months

profile/group will

have thousands of

targeted members. More member s

means more views

more Rating and

Comments

Members from

other social media

Group / Profile

Marketing and

Branding which

results in more

Leads / Sales

Video Posting Procedure:

While posting the video, following optimizations will be performed to increase its ranking in

search engine and within that social media portal.

The Meta information of video will be properly designed after keyword research which includes.

» Title Tag

» Description Tag

» Keywords Tag

All Meta tags will have properly research keywords.

3Social Networking Websites

These are those social media websites which are more focused on personal profiles and

networking. One can market about the talent and skills through by creating social group on

these websites.

Step#1: Create social media profile with unique content that describes about personal skills and

talent. This profile is preferred to be provided by client because it might because client is that

one that know about it expertise/skills and industry.

The profile created will also have researched keywords to improve ranking of profile page over

the search engines and social media websites. Keywords will be pulled out from “keyword

suggestion tool” that tells about usage of keywords. So those keywords within specific niche

with maximum usage will be used to increase online visibility of social profile.

For example if a music teacher from California wants social marketing then the detailed profile

will have professional experience, keywords within that niche, detailed portfolio or summary of

portfolio with a link to detailed portfolio and any other achievements that music teacher wants

to put in. Now the potential customers/students will be targeted after final decision of “Plan and

Design Strategy for Targeted Marketing” using different searching option in that social media

profile.

Another very interesting aspect of this kind of social media marketing is that the website is not

required for marketing purposes but if website is these then that traffic can be sent using

weekly email newsletters or messages.

Step#2: Send membership requests to targeted people (potential clients / fans) on daily basis.

Step#3: After a few months the profile will have thousands of members which are potential

clients or fans and eventually you are marketing yourself. Besides all this, your personal

relations will also increase because only those people will become your profile/group members

who have some interest in what have for them.

With thousands of members, topic(s) can be initiated and others will comment about it OR the

profile owner can help other people with their small / basic issues, this also helps in marketing,

personal relations and branding.

Step#4: Weekly newsletter/ special messages will be sent to all the community members.

Following diagram shows the procedure of social networking websites.

Membership

requests on

daily basis to

relevant people.

Marketing of

Services /

Skills

Large group of

Supporters / Fans

which helps in

Personal Relations

After a few months

profile/group will

have thousands of

targeted members /

Fans / Clients

4Social Community Websites

These are those social media websites where you can have social groups. However social groups

can be created on other types of social media websites but they are specifically those websites

which are based on groups and not profiles and have more options for group/communities as

compared to profile. A large group of “social community websites” and “social networking

websites” overlap with each other.

Following steps show how to proceed with social community websites.

Step#1: First create a profile and then create group against that profile with unique content.

Unique content will have all the keyword optimizations and if available videos, images and other

knowledgeable material regarding products/services members will be uploaded for group

members.

Step#2: Send invitation request to Relevant / Targeted social website members on daily basis to

increase community members.

Step#3: After a few months, community will have thousands of members and those members

are basically potential Customers because only those will accept membership invitation who

have some level of interest in group.

Step#4: More Community members mean more potential clients and to retain them, member’s

retention techniques will be used by sending then knowledgeable information regarding

product/services on weekly basis.

Step#5: Other social communities (which are discussing on similar lines) within that social media

website will also be catered to get interested people to community by pitching some

knowledgeable information or news from clients social community.

Step#6: Other types of social media websites can be integrated with an online social community

to get maximum advantage of multi platform social media marketing. For example all

community members on facebook.com (social community website) can be sent message to visit

a post on digg.com (content rating website) and to rate and leave your comment. These inter

social media traffic flows help to increase a lot of traffic.

Following diagram shows procedure with social community websites.

SEO = Search Engine Optimization

Membership

requests on

daily basis to

relevant people.

Services /

Products

Marketing

Large group of

Potential clients of

Services / Products

After a few months

Community will have

Thousands of

Targeted Members /

Clients

Other Relevant Groups

(within same social

media websites) will

also be targeted

Weekly email

Newsletters will be

sent to members.

Members from

other social media

Groups

Link on High Traffic

Social Community

profile contributes in

SEO* as it provides

back-links to website.

5Social Bookmarking Websites

These are those social media websites where people save links they like to keep them saved

online in their personal accounts. Marketing over at these websites are mostly done to back up

other social media marking techniques. However groups can be made in these kinds of social

websites.

Search Ranking Results of saved links within that social bookmarking website depends on the

number of users who saved that specific link. More the count of saved link more will be the

search result ranking of that link against relevant keywords within that specific social

bookmarking website.

How Social Bookmarking websites can be used to back up other online marketing techniques:

Few of these social bookmarking websites allow to have a community with bulk messaging but

it’s not a good idea to start marketing products/services on these social websites because social

bookmarking websites are URL based and doesn’t clearly reflect about product / services, but to

Social

Bookmarking

Websites

Social Networking

Website Pages

Content Rating

Website Pages

Social Community

Website Pages

Video Networking

Website Pages

Business Website

Pages

Business Website

Pages

back up your SEO efforts and other types of social media marketing efforts, then these social

websites are best to target.

Cost

$300/Month for:

50 Targeted Membership Requests / Social Media Profile / Day

Deliverables

Weekly report will be sent with the number of friend requests sent per social media website

verifiable from the social media Profiles/Group. Following is the sample of report that will be

sent on weekly basis.

Setting up social media Profiles/Groups

The first week will be consumed in setting up social media accounts, which will include,

» Unique content for each social community websites

» Creating profiles

» Finalizing the targeting strategy to increase network

» How and what weekly email messages will be sent

» How other social communities within same social media website can be targeted

» Analysis of required material/content from client