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Quick, high level overview of the social media market and how it can be utilized to drive links.
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2. Overview
Pros of Social Media
Cons of Social Media
Formula
Our Problems
The Competition is Ahead
Examples
Finding the Best Sites
Locating Influential Leaders
Using your Research
ROI and Conversions
Playing it Smart
Questions to Ask
Resources
3. 4. Pros of Social Media
Relationship building with industry insiders you may never
meet.
Find a niche market, you'll find valuable traffic (if you become a
reliable source).
Announcing new links, articles, sites, specials, news across
various outlets can be fairly easy which gains:
Exposure
potential for faster crawling
easy sharing among followers, friends, peers
Potential for finding links in new areas.
Emotionally fulfilling
5. Cons of Social Media
So many options, where to start?
Must develop a plan first.
Becoming a community voice requires commitment, dedication, and
quality resources.
ROI can be difficult to measure
6. Formula
Social Media Network + Linkbait = Inbound Links
Linkbait has limitations.
Great for:
Inbound links (if you have an effective piece)
Search engine rankings (if you can achieve the aforementioned
links)
Publicity (people will start to know who you are and remember your
brand after seeing your site several times through social
media)
Branding (growing awareness and a reputation)
Getting the Attention of Influencers
Not Good for:
CTR-based ads
Conversions
Supportive, emotionally sensitive comments
Positive re-inforcement (in most cases)
Instant subscribers
http://www.seomoz.org/blog/social-media-traffic-isnt-useless
7. Our Problems
Problem #1 Time Constraints
Problem #2 - Creating Linkbait
Solution - build relationships through social media to get
email/phone interviews, guest articles, etc.
Use Spezify, gather data for infographics or other useful graphs,
or create content around popular discussions in your niche
markets.
Communication = Engagement = Reach/Traffic/Link Potenital
Problem #3 No Reciprocal Linking
Solution - content sites allow us a way around this, if
necessary.
Problem #4 Measuring Value / ROI & Lead Gen
One solution utilizing the Search Marketing tools in Raven to track
time, progress, etc.
8. 9. The Competition is Ahead
10. Example of Competitor Tweets
11. Finding the Best Sites
Lots of options, articles and opinions are out there. Figure out
your angle and work it.
1. Bookmark / tagging sites - Digg, Del.icio.us, Flickr (niche),
StumbleUpon
2. Article / content submission sites - eHow, Ezine, RSS
feeds
3. Profile pages - WikiHow, 43 Things
4. Persona Builders - Yahoo! Answers
12. 13. Locating Influential Leaders
Here's where Twitter comes in:
WeFollow.com helps you locate Tweeters who are "most influential"
and those with the "most followers" based on a specific
keyword.
Locate these, follow them, find out what they link to/tweet about
and create it.
Twitter Local can also help find local influencers, either local to
you or to your school.
14. Twitter Usage on the Rise
115% increase in usage from Jan 2010.
Our best option is to find niche areas within this to drive traffic
and attract users who are more likely to retweet, post backlinks on
their other sites, and refer our services/products to their
followers and friends.
15. Using your Research
1. Create pages that provide links back to your site (i.e. Squidoo
Lens) - this provides both traffic and link popularity.
2. Create pages that will rank well in search engines for
low-moderately competitive terms/phrases - check your Raven tools,
use a thesaurus/Wonder Wheel/Search Suggestions for ideas.
3. Build profiles on sites that can attract links, attention and
contacts from other members, like Digg, Reddit, Wikipedia or on
industry blogs.
4. Contribute to the growth and value of social media sites (i.e.
don't spam, influence)
16. 17. ROI and Conversions, Part 1
Redefine i in ROI
Return on engagement the duration of time spent either in
conversation or interacting with social objects, and in turn, what
transpired thats worthy of measurement.
Return on involvement similar to participation, marketers explored
touchpoints for documenting states of interaction and tying metrics
and potential return of each.
Return on attention In the attention economy, we assess the means
to seize attention, hold it and as such measure the responses
activities that we engender.
Return on trust A variant on measuring customer loyalty and the
likelihood for referrals, a trust barometer establishes the state
of trust earned in social media engagement and the prospect of
generating advocacy and how it impacts future business.
18. ROI and Conversions, Part 2
To measure ROI effectively we need to determine what it is we are
measuring.
First answer, What is it we want to
change/improve/accomplish/incite/etc?
Then we can establish goals and objectives that specifically tie
activity into:
Sales / Registrations
Referrals
Links
Reduction in costs & processes
Lead gen
Conversion
Inbound activity
19. ROI and Conversions, Part 3
Forecast for SM Metrics 2010
Many CMOs 89%, tracked the impact of social media by traffic,
pageviews, and the size of their social graph or communities [in
2009]. However, 2010 is the year that social media graduates from
experimentation to strategic implementation with direct ties to
specific measurable performance indicators.
Top 3 metrics to study for 2010
333% surge in tracking revenue
174% escalation in monitoring conversion
150% increase in measuring average order value
Based on study by Bazaarvoice and CMO Club on MarketingProfs
recently.
(http://www.briansolis.com/2010/02/roi-how-to-measure-return-on-investment-in-social-media/)
20. Play it Smart
If you want to play in this space you need to pick a social
community thats going to give you the biggest bang for your buck
and work it. Debra Mastaler of the Link Spiel
21. Questions to Ask
1. Does this site have good traffic?
2. Is it quality traffic (niche)?
3. Is the community/site active?
4. How spammy is the site?
5. Can this site tie in to other sites so they're all updated at
once? (Yahoo/Twitter/Facebook/Digg)
6. What is my focus for this site (traffic, reputation builder,
content syndication)?
7. How much time will this take to gain results?
8. Are there other, better options to meet my goals?
22. Resources
Spezify http://www.spezify.com/
We Follow: http://wefollow.com/
Twitter Advanced Search http://search.twitter.com/advanced
Social Media Traffic isn't Useless
http://www.seomoz.org/blog/social-media-traffic-isnt-useless
Photo
http://www.flickr.com/photos/4everyoung/313308360/#/photos/4everyoung/313308360/lightbox/