Online Marketing Strategy & Tactics
NOEW 2011
SEOSearch Engine Optimization
SMOSocial Media Optimization
SoMeSocial Media Marketing
SEMSearch Engine Marketing
(PPC)
OptimizeEngage
Analyze
Listen
1.If I am on one social network, I’ve got to be on all of them
2.Social networks are for kids3.Social networks are for uploading videos of your kids
4.Social media takes too much time5.Social media is a waste of money6.Social media isn’t trackable7.Social media won’t help my business make money
7 Social Media Myths Debunked
If I am on one social network,I’ve got to be on all of them
Social media, just like traditional media,
doesn’t require your participation in every
area. Create as big or small of a
community as your are comfortable with.
Social networks are for kids
The average social network user is 37 years old.
source: Pingdom)
Social media is for people to upload videos of their kids
YouTube is the 2nd largest search engine behind Google…who
happens to own them.
Social media takes too much time
Your mileage may vary but roughly 1
hour a day or 5 hours a week can
maintain an effective social
media presence for a small business.
Social media is a waste of money
Facebook, Twitter, LinkedIn and YouTube – four of the top social
networking sites – are all free for businesses and individuals.
Social media isn’t trackable
There are more than 20 different social-media tracking tools for Facebook, Twitter and other
online-media sites.
Social media won’t help my business make money
Dell has made more than $1 million in the past 6 months utilizing
Twitter.
Four Steps to Social Strategy1. Listen
To who? For What? People are already talking about you or your brand, join the conversation
2. EngageTake what people are saying about you or your brand
an respond. But, do so in a manner that adds value
3. AnalyzeWhat messaging worked? Who is your audience? How
are you reaching that audience and are you doing so effectively?
4. OptimizeTake what you’ve learned and make your messaging
better for the future.
Start with the Big Picture
• What do we want to accomplish?• Who is responsible?• How many hours and how much
money do we want to spend?• How will we measure success?
Listen Google Alerts
Listen Social Mention
Listen Google Insights
Listen Quantcast
Hone in…Create a detailed Plan of Action
• What are the steps to accomplishing our goals?
• What Assets will we be using?• What are the key Milestones to
measure performance?• How are we tracking results?
Process and Protocol
In order to successfully run a social media campaign
you have to have a process in place. Process
will increase accountability,
effectiveness and efficiency.
Schedule
How much time will you spend on a Daily weekly and monthly basis and how will you allocate those hours?
Facebook Sample Schedule
Daily Update Status related informationComment on Wall postingsAdd links to recent articles or stories about the hospital WeeklyMessage Facebook Fans with programming and eventsAdd news stories/press to Facebook wallAdd relevant Facebook fan pages to your Favorites Assign duties
MonthlyDevelop talking points to utilize on Facebook for upcoming monthCreate photo albums of past events, employee profiles, etc…
Twitter Sample ScheduleDailyRespond to direct Tweets Review search columns and join conversation where appropriateRespond to search Tweets referring to relevant content
WeeklyFind and follow 10 new people Research competitors on Twitter for examples of best practicesIdentify 5-10 opportunities to RTIdentify 5-10 opportunities to respond to other TweetsAnalyze bit.ly linksAssign tasks
MonthlyReview website trafficReview Twitter AnalyticsReview trending keywords
Schedule
Online Resources to RePURPOSEPromote and Connect
• Paid Search
• Natural Search Results
• Blogging
• Social Media
• Associated Content
• Business Listings and Link Development
• E - Newsletter
Tools
Having the right protocol and tools in
play will help you achieve a successful and well-managed
social media campaign.
Here are some tools we use and recommend…
Your Inbox
Set a reminder everyday to check or update your social networks and
set your social networks to update you through your Inbox.
Your Phone
About 1-in-3 adults now have phones with apps on them so use them!
Your phone will save you time when access social
networks on the go.
Your Team
There is no greater tool in your tool-kit than the team you work with.Encourage them to
embrace online networks, include it
their e-mail signatures, write blog posts, etc…
CoTweet
CoTweet is a Twitter application thathelps to organize your twitter stream,messages and friends.
Selective Tweets
Selective Tweets is a Facebook application that allows you to
update Facebook directly from Twitter, cutting out an extra step
and saving time.
What Messaging Worked?
• Facebook Insights– What messaging got the best response– What are your Facebook Fan demographics
• Twitalyzer and TweetStats– How many times were you mentioned– Whats your social status?
• Google Analytics
Bit.ly
Bit.ly is a free URL-shortener which provides you with the opportunity
to shorten links and track them through social media.
Twitter Tools
Facebook Insights
Integration
FSC Interactive1943 Sophie Wright Place
New Orleans, LA 70130t. 504.894.8011f. 504.894.8012
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@fscnola