Buzz Generation, Guerilla Marketing and Branding via Social Media and Social Networking

Chris HeuerPartner, The Conversation GroupFounder, Social Media Club

How all these new media terms work and what they mean?

photo by bre pettis

How all these new media terms work and what they mean?

• Social Network Marketing

photo by bre pettis

How all these new media terms work and what they mean?

• Social Network Marketing• Search Engine Optimization (SEO)

photo by bre pettis

How all these new media terms work and what they mean?

• Social Network Marketing• Search Engine Optimization (SEO)• Social Media Optimization (SMO)

BONUS!

photo by bre pettis

How all these new media terms work and what they mean?

• Social Network Marketing• Search Engine Optimization (SEO)• Social Media Optimization (SMO)

BONUS!• Twitter Search Optimization (TSO)

photo by bre pettis

The Promises Made

• How to use these practices in your daily work• How business and organization utilize Social Media

- to grow brands- to build an audience- to ring the register

photo by chris heuer

Do you have a few days?

Impossible to cover all of this...

What do you want from me?

A Sales Pitch or Useful Information

What do you hope to get from me today? Something that is good for me, or something that is good for you?

A Sales Pitch or Useful Information

Just like you right now, no one likes being sold, people like to buy. People want you to help them not push stuff on them.

What do you really want to learn this morning?

What are the most important questions you want to have answered on these topics?

There is no secret sauce...

It’s not about pulling levers & getting results

Being social is a way of thinking from which you can create new opportunities to talk WITH your audiences and get the cash register ringing BECAUSE you are being helpful and focused on them, not yourself

It’s more art then science How do you use the brush?

http://flickr.com/photos/davegray/82865014/in/set-1776148/

photo by Dave Gray - Xplane

Welcome to the social world...

Welcome to the social world...

• Welcome to the era of conversation

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

• Advertising isn’t effective anymore, no one is watching the ads and no one cares

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

• Advertising isn’t effective anymore, no one is watching the ads and no one cares

• People want to talk to people, not marketing and communications professionals

Welcome to the social world...

• Welcome to the era of conversation

• Spin doesn’t work, people smell BS a mile away, and they tell their friends (and everyone else) to avoid it

• Advertising isn’t effective anymore, no one is watching the ads and no one cares

• People want to talk to people, not marketing and communications professionals

• The Cluetrain is well on its way to the future, are you on it?http://cluetrain.com/

Social Media / NetworkOur medium for communication / our online place for community and the people we know

Social Network Success

• Not in the community for your marketing, they are there to be social...

• So be social with them, provide them something valuable or engage them, don’t interrupt

• Don’t try to sell, help them buy

• Shift your philosophical view before getting tactical

photo by chris heuer

Social Network Marketing Discussion

• How to use these practices in your daily work• How business and organization utilize Social Media

- to grow brands- to build an audience- to ring the register

Search Engine Optimization

SEO on Wikipedia

the process of improving the volume and quality of traffic to a web site from search engines via "natural" ("organic" or "algorithmic") search results for targeted keywords. Usually, the earlier a site is presented in the search results or the higher it "ranks", the more searchers will visit that site. SEO can also target different kinds of search, including image search, local search, and industry-specific vertical search engines.

Important!

Important!

• Know your audience.

Important!

• Know your audience.

• What language do they use? (cloud computing vs. hosting)

Important!

• Know your audience.

• What language do they use? (cloud computing vs. hosting)

• Learn the nuances of the different search engines

Important!

• Know your audience.

• What language do they use? (cloud computing vs. hosting)

• Learn the nuances of the different search engines

• Write content with phrases people may use when searching

Search Engine Marketing - Pay to Play vs. Organic

From Giovanni Galluci

• When someone is searching, what is your answer?

• Are you going to forget the last thing you spoke to them about?

Asking a question is the beginning of a conversation

Wanting to buy a Motorola Q

What about my Motorola Q?

Search Engine Optimization Discussion

• How to use these practices in your daily work• How business and organization utilize Social Media

- to grow brands- to build an audience- to ring the register

Social Media Optimization

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

• Site submissions

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

• Site submissions

• Tagging

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

• Site submissions

• Tagging

• Bookmarking

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

• Site submissions

• Tagging

• Bookmarking

• Multimedia

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

• Site submissions

• Tagging

• Bookmarking

• Multimedia

• Cross linking

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

• Site submissions

• Tagging

• Bookmarking

• Multimedia

• Cross linking

Social Media Optimization

• Creating content on a blog or other site generates natural SEO with evergreen content

• Site submissions

• Tagging

• Bookmarking

• Multimedia

• Cross linking

Robert Scoble’s Starfish

Tag Uses & Benefits

• Enabling people to find things more easily and quickly

• Increasing promotion

• Finding experts or discovering people with similar interests

• Understanding trends and gaining insights into collective wisdom and interests (ie, tag clouds)

Attention and Interest

• Gaining understanding

• Discovering what else people are interested in

Social Media Optimization Discussion

• How to use these practices in your daily work• How business and organization utilize Social Media

- to grow brands- to build an audience- to ring the register

Twitter Search Optimization

Twitter Search Optimization

Twitter Search Optimization

#reboot10Hastags

Twitter Search Optimization Discussion

in conclusion, the most important thing is...

Location, Location, Location is the secret!

photo by kristie wells

What’s REALLY Important...

• Context, Contacts, Communications, Collaboration

• Discover, Engage, Serve

• ...The Golden Rule of Marketing

Great Products aren’t sold, they’re bought

“Advertising is the tax you pay for mediocre products.”

- Peter Hirshberg Chairman, The Conversation Group

photo by chris heuer

The Golden Rules of Marketing

1. Marketing is the work we do to match a company’s product or service with the people or companies who will get the most value and/or satisfaction from it.

2. The best marketing is done during the product development process, where the needs and desires of those who will use the product or service are considered and designed into the product or service with an understanding of the broader marketplace in which they will be sold.  You can’t easily market a product that was not well made, but the iPhone sells itself.

3. Marketing is not the transactional process with which it has become associated despite its close proximity. If markets are indeed conversations, then marketing is a series of conversations intended to serve the better interests of the market. (David Weinberger has famously said ’somewhere along the way marketing became what we did TO people’)

http://www.chrisheuer.com/2008/03/14/the-golden-rules-of-marketing/

Chris Heuerchrisheuer.comtwitter.com/chrisheuerflickr.com/chrisheuerdelicious.com/chrisheuersocialmediaclub.orgtheconversationgroup.comchris@theconversationgroup.com m.408.834.0884