Social Media Marketing From Start To Finish

Managing Social Media

Lorna LiGreen Marketing 2.0

Social Media Marketing from Start to Finish

About Me

Lorna Li (aka @lornali)

Social SEO Manager at salesforce.com

Founder Search Marketing Salon

Search and social media marketing consultant

Blogger at bub.blicio.us covering Web 2.0 startups

10 years in the nonprofit sector

Social Media: Valuable Marketing Channel or Total Time Suck?

Best practices for well managed social media strategy & plan:

Define your social media strategy

Map your social media universe

Identify your social networks

Promote your content or launch a social media campaign

Analyze social media metrics

Prioritize and manage social media engagement

Define Your Social Media Strategy

1. Evaluate your resources You You and an intern You and an agency

2. Analyze your target audience Demographic analysis Psychographic analysis

3. Identify campaign goals & objectives Increase traffic Increase advertising click-thrus Grow membership

4. Establish metrics

Source: www.elliance.com

Map Your Social Media Universe

Where Does Your Audience Live?

Blogs and other online publications

Twitter and other microblogging communities

Forums and discussion boards

Social networks

Social bookmarking communities

Social news sites

Social music sites

Video and photosharing sites

Wikis

Identify Your Social Networks

1. Establish a Presence Among the Masses

Facebook – 100M+ Unique Visitors

Twitter – 20M+ Unique Visitors

LinkedIn – 12M+ Unique Visitors

2. Identify the Social Networks for Your Niche

Industry specific social networks and forums

A-List blogs and online publications

Industry influencers – where do they spend their time?

Top 20 Social Network Sites

Source: Neilsen Online

www.netratings.com

Niche Social Network

Evaluating a Social Network

1. Site activity Number of members Member activity Relationships created Frequency of posting & commenting Time/ date of last comment

2. Number and type of content created Number of blog posts Number of discussion threads

3. Number of RSS subscriptions

Promote Your Content

1. Evaluate your content Articles and blog posts Images, video, PowerPoint presentations Downloadable PDFs

2. Make your content discoverable via social media sites Upload videos to YouTube Upload PowerPoint presentations to SlideShare Use TwitterFeed to autopublish blog posts Upload documents for to Scribd Consolidate social media feeds into FriendFeed

2. Actively promote content to your community Tweet Engage bloggers Share on Facebook

Social Media Optimization

Make sure your content is keyword rich

Keywords in title & headings Keywords in content Keywords in link text Keywords in tags

That way if your content is shared or goes viral, you will get the benefits of search engine visibility and traffic.

Social Media Engagement

Social Media Metrics

Third Party Social Media Sites

Number of submissions/ comments

Number of friends, fans, members over time

Number of videos / photo views

Number of subscribers (email, RSS)

Number of blog / wall comments

Number of trackbacks

Number of # hastags

% increase in organic search traffic

Web Site Analytics

Number of page views

Number of visits / unique visitors

Referrer data – which social media sites send most traffic?

Time on site & bounce rate

Search engine keywords

Goal conversion

Measurement Tools

Social Media Monitoring

SocialMention

Google Alerts

Twitter Search

TweetBeep

Boardreader

coComment

Radian 6

Website Analytics & Click Tracking

Google Analytics

Omniture

Bit.ly

Bit.ly - URL shortener

Bit.ly - URL shortener

Why Use Bit.ly?

Allows you to shorten a long url

Tracks how many people clicked on it

Assigns a permanent 301 redirect, so link juice is passed to original content

Measurement Tools

Prioritizing Social Media

Source: www. beth.typepad.com

Social Media Engagement

Listen: 5 hours a week

Use social monitoring tools Make listening a daily habit Understand what is being said about your company and /or industry

Participate: 10 hours a week Engage in meaningful, authentic conversations

Promote: 10-20 hours a week Build trust with your community Distribute content in the social web Measure results

Community Building / Social Networking: 20+ hours a week Continue to grow and strengthen your network

Social Media Productivity Tools

Twitter Productivity Tools

TweetDeck

TwitterFeed

SplitTweet

Multi-Platform Productivity Tools

Ping.fm

Power.com

Friendfeed

Questions?

Email: [email protected]

Twitter: @lornali

LinkedIn: LinkedIn.com/in/lornali

Website: www.LornaLi.com