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The Business Valueof Social Media
Photo Credit: Steve Webel
Lee Odden - @toprankTopRank Online Marketing
TopRankMarketing.com Consulting Speaking Media
@toprank
1,500+ Social Media Examples
Source: wiki.beingpeterkim.com
Smart Kit Gets Social SEO Smart
Games Blog
Sells Books
KeywordsSEO
GamesContent
PromoteSocially
Grow Networks
MonitorSuccesses
Refine& Repeat
Games Blog
Sells Ads
• Blog, Facebook, Twitter, YouTube• 300,000 uniques per month• #3 “online puzzles” 40m SERPs• Changed business model to advertising
Listen Unlock $ Measure
IBM Listens for Leads
“Seekers” voluntarily visit public web sites, blogs, forums, Twitter and “listen” via keyword queries for sales opportunities.
Four key metrics: number of leads created, lead value, win revenue and win rate.
Pro Listening Tools
brandtology.com
radian6.com
• Monitoring & Analysis• Engagement Management• Interface with WebTrends &
Salesforce• Doesn’t support HK Region
• Monitoring & Analysis• Sentiment Analysis in 9 languages• Mix of Technology &
Consulting
1.7 Average number of mobile devices
per person in Hong Kong.
*Source: Hong Kong Office of Telecommunications Authority
Social Mobile: shopkickVisit retail stores, scan products for “kickbucks”redeemable for rewards.
Nearly 9 out of 10 Internet Users in Hong Kong View Online Video
Source: comScore May 2009
Video Social to Sell AirplanesVideo Campaign
• New light sport aircraft, PiPerSport
• Videos hosted on YouTube, Facebook
• Twitter used to promote videos
• Flickr hosted photos• Planes start at $140,000• Sold several planes as a
result of videoChannel One Marketing Group & SEO-PRhttp://tprk.us/pipersport
@toprank
Retail Social Pricing: Uniglo
@toprank
There are 133 million blogs
averaging 900,000 posts
a day*
*Source: Technorati
@toprank
300+ top 10’s on Google
2,700+ unique phrases
Business Success:• 600+ customers – 3 years• 2nd fastest growing SaaS company ever• Best source of converting leads: Blog & SEO
Blog Social & SEO
@toprank
How Did They Do That?
Marketo Blog
Corp Site
ResourceCenter
ReportsPress
Webinars
Content & SEO Social & SEO
Interactive
@toprank
Establish a Listening Program: Audience analysis, brand monitoring, social keyword research.
1
2Implement a Content Marketing Strategy: Plan & promote social content, develop networks.
3Leverage Social Media Marketing campaign tools across channels to promote optimized social content.
3 Things You Can Do Now
@toprank
@LeeOdden – [email protected]
Thank You
Photo Credit: Stuck in Customs
LEARN MORE:Free Marketing Newslettertprk.us/omnews
