Embed Size (px)
DESCRIPTION
Presentation made at SMM MDP on 28-29th November 2011.
Citation preview
1
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
POWER OF INFLUENCERS Social Media Dynamics
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
2
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Whatrsquos Happening
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
In this new media landscape we
are all audience journalist editor
and source ndash all at once
3
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 23
The types of social media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 24
Content-based social media marketing
Focuses on the content to
be posted and passed
around blogs videos
photos news stories
podcasts
Or bookmarks to the content
Feeds viral marketing
Content sites
Bookmarking sites
4
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 25
Personality-based social media marketing
Consumer companies
create character
profiles but may not be
the best marketing for
IT companies
IT consultants create
professional profiles
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 26
Interest-based social media marketing
Communities form around
topics of interest such as
message boards and
specialty search engines
IT marketers must get into these
conversations
Maybe social bookmarking sites fit into this
category too
5
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 27
Fantasy-based social media marketing
Virtual worlds inhabited
by avatars allow fantasy
lives that marketers wish
to be part ofmdashApple IBM
and other companies
already play
Kids have their worlds
too
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 28
Social media marketing can be planned
Choose interesting
topics for your
storiesmdashjust like good
old public relations
Use good titles and
descriptionsmdashjust like
search marketing
Make it easy to
bookmark (thatrsquos not
silly)
lttitlegt
6
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Why Do We Use Social Media
MarketingBranding Be where the action is
Be part of the discussion
ldquobond with the brandrdquo
Create more loyalty respect
Admissions
Public RelationsReputation Management Supreme efficiency
Monitoring of discussions anticipate issues
Humanize stories
Emergency communications
Alumni Relations Continue ties with alumni
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Facebook commands consumer time and attention
7
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Outbound Marketing
800-555-1234
Annoying
Salesperson
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
2
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Whatrsquos Happening
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
In this new media landscape we
are all audience journalist editor
and source ndash all at once
3
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 23
The types of social media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 24
Content-based social media marketing
Focuses on the content to
be posted and passed
around blogs videos
photos news stories
podcasts
Or bookmarks to the content
Feeds viral marketing
Content sites
Bookmarking sites
4
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 25
Personality-based social media marketing
Consumer companies
create character
profiles but may not be
the best marketing for
IT companies
IT consultants create
professional profiles
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 26
Interest-based social media marketing
Communities form around
topics of interest such as
message boards and
specialty search engines
IT marketers must get into these
conversations
Maybe social bookmarking sites fit into this
category too
5
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 27
Fantasy-based social media marketing
Virtual worlds inhabited
by avatars allow fantasy
lives that marketers wish
to be part ofmdashApple IBM
and other companies
already play
Kids have their worlds
too
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 28
Social media marketing can be planned
Choose interesting
topics for your
storiesmdashjust like good
old public relations
Use good titles and
descriptionsmdashjust like
search marketing
Make it easy to
bookmark (thatrsquos not
silly)
lttitlegt
6
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Why Do We Use Social Media
MarketingBranding Be where the action is
Be part of the discussion
ldquobond with the brandrdquo
Create more loyalty respect
Admissions
Public RelationsReputation Management Supreme efficiency
Monitoring of discussions anticipate issues
Humanize stories
Emergency communications
Alumni Relations Continue ties with alumni
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Facebook commands consumer time and attention
7
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Outbound Marketing
800-555-1234
Annoying
Salesperson
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
3
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 23
The types of social media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 24
Content-based social media marketing
Focuses on the content to
be posted and passed
around blogs videos
photos news stories
podcasts
Or bookmarks to the content
Feeds viral marketing
Content sites
Bookmarking sites
4
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 25
Personality-based social media marketing
Consumer companies
create character
profiles but may not be
the best marketing for
IT companies
IT consultants create
professional profiles
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 26
Interest-based social media marketing
Communities form around
topics of interest such as
message boards and
specialty search engines
IT marketers must get into these
conversations
Maybe social bookmarking sites fit into this
category too
5
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 27
Fantasy-based social media marketing
Virtual worlds inhabited
by avatars allow fantasy
lives that marketers wish
to be part ofmdashApple IBM
and other companies
already play
Kids have their worlds
too
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 28
Social media marketing can be planned
Choose interesting
topics for your
storiesmdashjust like good
old public relations
Use good titles and
descriptionsmdashjust like
search marketing
Make it easy to
bookmark (thatrsquos not
silly)
lttitlegt
6
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Why Do We Use Social Media
MarketingBranding Be where the action is
Be part of the discussion
ldquobond with the brandrdquo
Create more loyalty respect
Admissions
Public RelationsReputation Management Supreme efficiency
Monitoring of discussions anticipate issues
Humanize stories
Emergency communications
Alumni Relations Continue ties with alumni
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Facebook commands consumer time and attention
7
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Outbound Marketing
800-555-1234
Annoying
Salesperson
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
4
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 25
Personality-based social media marketing
Consumer companies
create character
profiles but may not be
the best marketing for
IT companies
IT consultants create
professional profiles
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 26
Interest-based social media marketing
Communities form around
topics of interest such as
message boards and
specialty search engines
IT marketers must get into these
conversations
Maybe social bookmarking sites fit into this
category too
5
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 27
Fantasy-based social media marketing
Virtual worlds inhabited
by avatars allow fantasy
lives that marketers wish
to be part ofmdashApple IBM
and other companies
already play
Kids have their worlds
too
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 28
Social media marketing can be planned
Choose interesting
topics for your
storiesmdashjust like good
old public relations
Use good titles and
descriptionsmdashjust like
search marketing
Make it easy to
bookmark (thatrsquos not
silly)
lttitlegt
6
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Why Do We Use Social Media
MarketingBranding Be where the action is
Be part of the discussion
ldquobond with the brandrdquo
Create more loyalty respect
Admissions
Public RelationsReputation Management Supreme efficiency
Monitoring of discussions anticipate issues
Humanize stories
Emergency communications
Alumni Relations Continue ties with alumni
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Facebook commands consumer time and attention
7
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Outbound Marketing
800-555-1234
Annoying
Salesperson
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
5
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 27
Fantasy-based social media marketing
Virtual worlds inhabited
by avatars allow fantasy
lives that marketers wish
to be part ofmdashApple IBM
and other companies
already play
Kids have their worlds
too
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 28
Social media marketing can be planned
Choose interesting
topics for your
storiesmdashjust like good
old public relations
Use good titles and
descriptionsmdashjust like
search marketing
Make it easy to
bookmark (thatrsquos not
silly)
lttitlegt
6
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Why Do We Use Social Media
MarketingBranding Be where the action is
Be part of the discussion
ldquobond with the brandrdquo
Create more loyalty respect
Admissions
Public RelationsReputation Management Supreme efficiency
Monitoring of discussions anticipate issues
Humanize stories
Emergency communications
Alumni Relations Continue ties with alumni
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Facebook commands consumer time and attention
7
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Outbound Marketing
800-555-1234
Annoying
Salesperson
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
6
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Why Do We Use Social Media
MarketingBranding Be where the action is
Be part of the discussion
ldquobond with the brandrdquo
Create more loyalty respect
Admissions
Public RelationsReputation Management Supreme efficiency
Monitoring of discussions anticipate issues
Humanize stories
Emergency communications
Alumni Relations Continue ties with alumni
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Facebook commands consumer time and attention
7
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Outbound Marketing
800-555-1234
Annoying
Salesperson
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
7
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Outbound Marketing
800-555-1234
Annoying
Salesperson
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
8
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Inbound Marketing
Blog SEO Social
Media
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Rethinking Marketing
Outbound Marketing
Telemarketing
Trade shows
Direct mail
Email blasts
Print ads
TVradio ads
Inbound Marketing
SEO SEM
Blogging
Social Media
RSS
Free tools trials
PR Buzz
Interruption Permission
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
9
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Standard classifications of discussion
Acknowledging receipt of information
Advertising something
Answering a question
Asking a question
Augmenting a previous post
Calling for action
Disclosing personal information
Distributing media
Expressing agreement
Expressing criticism
Expressing support
Expressing surprise
Giving a heads-up
Responding to criticism
Giving a shout-out
Making a joke
Making a suggestion
Making an observation
Offering a greeting
Offering an opinion
Putting out a wanted ad
Rallying support
Recruiting people
Showing dismay
Soliciting comments
Soliciting help
Starting a poll
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES 36
copy 2005 IBM Corporation
Why is This So Tough
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
10
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 37
Marketers have to give up control
We donrsquot control the message
The message is changed rebutted parodied and
misconstrued by our audience
Even if our audience is
small they are key
voices to us
We must modify what
we say in response
Every day
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 38
Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually canrsquot centralize them
There canrsquot be any blogging
department
Every Web page must be
written for link baiting
Any employee can troll a
message board
Every employee can
represent your
company
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
11
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 39
How do you coordinate across your company
Employee Blogging Policy
Blogs may not contain any company confidential
information
All bloggers must be approved by their managers
before publishing their first entry
Blogs may not contain any advertising
Evangelism training and policies
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 40
The Three Rs of Marketing 20
Real No more of the old marketing hype
Tell the truth Admit your mistakes
Relevant You canrsquot interrupt people anymore
You must have what they want
Responsive Marketing is no longer
a monologue
You must answer
your customers
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
12
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES 41
Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two yearshellip
hellipDo it wrong quickly and then fix it
Let the market tell you
what works and what doesnrsquot
And then quickly do it better
Listen learn and adjust
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
Basic tips for using social media
Donrsquot duplicate your Web site brochure newsletter
Start with your friends
Embrace your audience
Keep it personal real amp authentic
Encourage individuals not departments to maintain institution
blogs
To drive engagement encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
13
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Real business examples
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
14
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
15
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
copy 2010 UPES September 2011 Sep 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
16
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Description
bull Keywords
bull Alt text on images
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25 of SEO = On Page
bull Page Title
bull URL
bull H1H2H3 tags
bull Page Text
bull Bold
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
17
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
75 of SEO = Off Page
bull Recommendations from friends
1 ldquoI know Ashish Bharadwajrdquo
2 ldquoSowmya Iyer is a marketing expertrdquo
3 You trust the person saying this
bull Links are online recommendations 1 A link analyticsgooglecom
2 Anchor text Internet Marketing
3 Link is from a trusted website
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
18
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Unfortunatelyhellip
Most companies are still treating social media as another marketing
channel
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
When in fact its so much morehellip
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
19
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
20
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
21
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
22
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
23
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
24
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
25
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
26
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
27
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Basic Rules
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
28
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
29
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Marketing
How to Create Successful Profiles amp Content
Use your websites name or a single persons name from the website (preferably this person would also be a blogger at the site)
Create robust profiles ndash use a consistent photo and take the time to create content at each site
Comment at and build relationships with other site users ndash go for popularwell-linked-to pages on the site for your commentsinteraction as these will give you the most link cred
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Digg
Add Content to Digg for traffic links amp linkbaiting
Embed ldquoDigg thisrdquo buttons on sites to allow users to submit content for you
Building a robust Digg profile and using the site consistently can increase your ability to promote content
wwwdiggcom
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
30
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Delicious
Every blog article or relevant page can be tagged at Delicious in a user account
For maximum benefit label with popular tags tag only that content thats most exciting and build a profile that others will add to their ldquofriendsrdquo list
Embed Delicious buttons on content to allow users to easily tagfavorite it
delicious
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Flickr Upload industry-relevant and
useful photos consider photographing an event conference or important location for your field
Use popular tags and encourage linking amp comments by sharing the photo-stream on your blog and other public profiles
Add links to your profile and to relevant photos (in comments)
wwwflickrcom
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
31
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Submit interesting news tech political or personal content ndash multimedia works are also accepted
Communicate through Reddit with other members vote on content and member comments
Install Reddit bookmarklets or embedded buttons on your site
redditcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Newsvine
Create a profile with keywords that will become your Newsvine subdomain
Submit news stories comment on popular stories create connections with regular users
Vote on ldquovinerdquo content to increase its visibility
wwwnewsvinecom
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
32
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble vote on pages and submit items
Submit relevant content in appropriate (preferably popular) categories with a description+tags
Connect with other users via ldquofriendsrdquo tab based on content preferences
wwwstumbleuponcom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Technorati
Create a profile and claim any blogs you control
Favorite other users blogs and invite those who read your blog to favorite it
Apply relevant high-profile tags to your blog posts when pinging Technorati ndash youll rank as long as you are the most recent to write about a topic
wwwtechnoraticom
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
33
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
MySpace
Create a user profile and connect with well-linked-to users to build your visibility
Link out to your sitesblogs from your pages and from others comments section
Create corporate profiles and customize ndash these often become well linked-to by MySpace users
wwwmyspacecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Yahoo Answers
Create a profile and begin answering questions that you can provide excellent answers
The better your answers the higher your profile on the site ndash leverage this to point to linkscontent that will help you promote
Add datalinks in your user profile too and ask questions that have the chance to be featured answersyahoocom
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
34
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media amp Community Sites to Target
Google +
Create content under your sites brand inside Co-op
Almost any high quality structured data can receive inclusion into Google Co-op
To be listed in the directory you must be editorially reviewed by Googles staff ndash but a listing can create listings in the SERPs and a high profile link
httpPlusgooglecom
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly lsquosale-syrsquo in participation
Approaching social media channels as silos
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
35
copy 2010 UPES September 2011 Nov 2011 copy 2011 UPES
