Social Media Marketing (How to Leverage Social Channels for Value, with SEOmoz’s Rand Fishkin)
Content in this Presentation
- Social media ecosphere stats
- Value of social media traffic
- How to leverage social channels for impact
- How social media success supports business goals
- Examples of great social campaigns
Social Media Ecosphere Stats
Data to Convince your Team that Social is Big
Here are a few of the screenshots Rand used in his presentation; you’ll find the URL for the original source at the bottom of each slide.
Social Media Marketing Statistics (from Rand Fishkin, SEOmoz)
View more presentations from Nicki Hicks.
Getting Honest about Social
Social vs. Viral
- Social isn’t technically viral
- You can’t make word of mouth viral
- Social is branding (from a marketing stand point)
- Social isn’t usually a sales channel
Have the right expectations
- Metrics and traffic to site are going to be lower
- These visitors aren’t necessarily engaged visitors
Social media is the top priority of high level marketers for 2010 (from eMarketer)
Social media has a steep learning curve
- How to use the service
- Knowing what to share
- Marketing content effectively
- How to be authentic
5 Steps for Social Media Success
1. Research
- Search on Twitter for your topics
- Search on Facebook for your competitors
- Search on Delicious for your subject matter
- Search for YouTube for your topic
2. Construct a Strategy
- What are our business goals?
- What do we want social media to do for our business?
- What will we attempt to reach these goals?
- What metrics will we use to measure our success?
- What will we consider an acceptable ROI?
3. Find a social “champion”
- Find the person in your organization who can be your social media rock star
- Maybe this person has a social media presence built up already
- Don’t spread the power around – your campaign might lose its focus that way
4. Identify channels of value
5. Measure properly
Social Media Tactics: Where & How to Engage Socially
- Blogging
- Niche foums
- Reach a particular audience
- Social Network Profiles
- If you’re providing interesting information, fans/followers will share your content – and expose you to all of their friends/followers
- On LinkedIn: drive traffic to job postings
- Dell drove a ton in sales using Twitter and Twitter-specific coupon codes. (This is a very particular case; they built a sales-oriented Twitter account to do this)
- Social Bookmarking
- Social News sites (Reddit, Hacker news, Newsvine, Digg, etc.)
How Social Media is Indirectly Supporting Business Goals
- Social media for classic SEO (social media + domain authority = ranking)
- Social media & QDF
- Personalization & social search
- List building (e.g. Facebook Connect)
What do Marketers say?
Examples of social campaigns
- Mint.com’s Blog
- OKCupid (especially this post on the art of getting messages)
- OnStartups
- Tom Bihn
- Emerson Salon
- OpenSiteExplorer
Webinar by Rand Fishkin from SEOmoz
Tags: SEOmoz, Social Media