Getting Started with Social Media Marketing

Eric
Krock

Principal
Consultant
and
Trainer,
280
Group

Founder,
AIDSvideos.org

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

About
Me

  19
years
of
experience
in
software
product
management
&

marketing.

  Business
experience
at
280
Group,
Voximate,
Zvents,
VeriSign,

Kontiki,
Netscape,
Interleaf
...

  Social
Media
Marketing
magazine
named
Eric
one
of
the
top

85
CMOs
on
twitter
in
April
of
2011.

  AgileScout.com
named
Voximate
Agile
Product
and
Project

Management
blog
at
http://www.voximate.com/blog/
one
of

top
200
Agile
blogs
to
follow
in
2011.

  Founder
of
AIDSvideos.org,
a
not-‐for-‐proﬁt
that
is
the
world's

leading
provider
of
multilingual
HIV/AIDS
prevention

education
videos.

  Tweet
@aidsvideos;
see
http://www.youtube.com/aidsvideos

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Social
Media
Success
Stories

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Coke
Adver4sement

  Goal:
“build
deeper
connection
with
consumers

especially
teens”
to
Coke
brand1

  Strategy:
“leverage
digital
media
to
connect

globally”1

  Approach:
7
competitive
teams
of
employees

with
$50k
seed
funding
each1

  Results:

  Winning
video
“Happiness
Machine”
reached
2

million
people
in
2
weeks
with
95%
favorable

comments1

Sources: 1 – Jennifer Aaker, Ph.D., http://www.slideshare.net/DragonflyEffect/creating-infectious-action-innovation-
uncensored. For more info, see her book The Butterfly Effect.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

American
Airlines
“ Tweet
to
Win
30k
Miles”

  Goal:
promote
new
“Deal
30”
daily
deal

microsite

  Strategy:
oﬀer
chance
to
win
30,000
miles
to

people
who
registered
AAdvantage
#number
at

microsite,
ﬁlled
out
application,
tweeted

#Deal30
hashtag,
and
followed
@Aadvantage

  Results

  Over
18,000
clicks
on
microsite
bit.ly
link

  70%
increase
in
followers
for
@Aadvantage

  Retweets
up
43%

  27,000
entries
at
microsite

1 - http://mashable.com/2011/07/06/twitter-campaigns/
©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

“Team
Sameer”
Seeks
Marrow
Donors

  Problem:
need
marrow
donor
for
leukemia

patient
Sameer
Bhatia,
who
is
South
Asian,
but

there
are
few
registered
donors
in
that
group1

  Solution:

  Viral
email
campaign
to
friends
&
family1

  Purchase
of
traditional
phone
list,
direct
calls2

  Wordpress
blog
helpsameer.org,
&
helpvinay.org1

  Tweeting3

  User
generated
YouTube
videos3

  Hold
donor
drives
at
high-‐tech
companies1

Sources: 1 - http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html, 2 - http://www.youtube.com/
watch?v=tBUrlyh4ivI, 3 - http://www.slideshare.net/DragonflyEffect/creating-infectious-action-innovation-uncensored.
For more info, see Aaker’s book The Butterfly Effect.
©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

“Team
Sameer”
Seeks
Marrow
Donors

  Results
after
11
weeks:1

  150,000
web
site
visits

  480
bone
marrow
registration
drives

  Over
24,000
new
registered
donors

  Matches
found
for
both
Sameer
&
Vinay

  Following
year:1

  266
donors
registered
through
these
eﬀorts

matched
other
patients
in
need

Sources: 1 - http://www.gsb.stanford.edu/news/bmag/sbsm1008/feature-aaker.html, http://www.slideshare.net/
DragonflyEffect/creating-infectious-action-innovation-uncensored. For more info, see her book The Butterfly Effect.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Social
Media
Strategy

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

What
Are
You
Working
On?

  Personal
brand?

  Own
company
or
consultancy?

  Employer’s
brand
and
web
site?

  Not-‐for-‐proﬁt?

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Who
Are
Your
Audiences?

  Company’s
customers,
prospects,
potential
hires

  Consultancy’s
clients
and
prospects

  Not-‐for-‐proﬁt’s
donors,
prospects,
volunteers

  Political
campaign’s
donors,
prospects,
and

volunteers

  Opinion
leaders
in
your
area
of
work

  General
public

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Where
Are
Your
Audiences?

  Browsing
the
Internet:
Google,
Bing
...

  Visiting
your
web
site
already

  Social
networks:
Facebook,
Google+,

LinkedIn
...

  Reading
blogs

  Reading
microblogs:
Twitter

  Answer
services:
Yelp,
Quora
...

  Subscribed
to
your
email
newsletter
already

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

What
Are
Your
Goals?

  Attract
new
customers?

  Increase
revenue
per
customer?

  Retain
existing
customers?

  Improve
customer
service
and
satisfaction?

  Build
a
brand?

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

How
Do
You
Want
to
Pursue
Goals?

  Traditional
web
site
content

  Improve
site
or
increase
traﬃc?

  Traditional
email
newsletter?

  Launch
blog
or
promote
existing
blog?

  Launch
Twitter
feed
or
improve
existing
one?

  Launch
a
presence
on
YouTube
or
promote

existing
videos
on
it?

  Launch
Facebook
and
Google+
Pages?

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

What
We’ll
Touch
On

  Branding
&
Trademarking

  Basic
Search
Engine
Optimization
(SEO)

  Blogging:
Tools,
Tips,
SEO

  Twitter™
:
Tools,
Tips

  Filming
Low
Cost
Video

  YouTube™

Video
Search
Engine
Optimization

(VSEO)

  Facebook
Pages

  Google+
Pages

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Branding
&
Trademarking

What
is
it
that
you
want
to
promote?

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Naming:
Trademark
or
Generic?

  Trademarkable:
coined
term,
not
in
use
already

(e.g.
“Xynga”),
or
non-‐obvious
combination

  Beneﬁts:
build
brand
&
defensible
trademark

  Drawback:
costs
money
to
build
awareness,
page

rank

  Not
trademarkable:
generic
terms,
personal

name,
place
name

  Beneﬁts:
may
rank
very
well
in
search
engine

result
pages
(SERPs)
(e.g.
“AIDSvideos.org”)

  Drawback:
not
trademarkable
at
all,
or
until

establish
a
reputation
in
some
cases

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Your
Name
May
Be
Used
For
…

  Legal
company
name

  Website
domain
name

  Blog
name
&
Feedburner™
URL

  Twitter
username

  YouTube
channel
name

  Facebook
Page
name

  Google+™
business
page

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Trademarking
a
Name

  Nolo
Trademark
PDF
eBook
for
$23.99:

http://www.nolo.com/products/trademark-‐
TRD.html

  Do
your
own
initial
searches:

http://tess2.uspto.gov/

  Have
trademark
attorney
finalize
your
best

candidates:

  Price
for
formal
search:
$750
/
mark
searched

  Additional
price
for
handling
official
USPTO

application:
$1250

  International
trademark
filings
cost
extra
per

region
&
country

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

SEO
Basics

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Search
Engines
&
Page
Rank

  Search
engines:

  Take
static
snapshot
of
the
web
&
index
it

  Determine
authority
&
rank
for
each
page

  On-‐page
factors:
structure,
text,
image
names
…

  Number
of
incoming
links
to
page

  Text
of
each
link

  Links
weighted
by
authority
of
source
page

  When
given
a
query
(e.g.
“project
management

software”),
return
the
pages
in
order
it
deems

most
relevant
to
that
search
term

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Many
Inputs
to
Relevance
for
Search
Term!

  Number
of
times
target
term
appears
on
page

  Where
on
page
it
appears:
URL?
Page
title?
H1
–

H3
headers?
P?
List
items?
Emphasized
text?

  Where
in
each
element
it
appears:
near
front?

  Click-‐through
rate
of
users
clicking
on
that
page

from
that
term

  Time
users
spend
on
page
after
clicking
through

to
it
from
that
term

  How
many
pages
with
authority
for
that
term

link
to
page,
and
text
of
links

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Search
Engine
Op4miza4on

  You
are
writing
blog
posts
&
web
pages
for

TWO
readers:

  Human
beings

  Search
engine
indexing
robots
(esp.
Google)

  Goals:

  Enable
search
engines
to
understand
page’s

content
and
focus

  Get
search
engines
to
assign
high
relevance
to

page
for
target
keywords

  Don’t
annoy
human
readers
in
the
process

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Target
Keywords
&
Key
Phrases

  Create
list
of
keywords
/
phrases
you
want
to

rank
well
for
in
search
results.
Tools:

  Google
AdWords
(free
to
use
tool)

  Wordpress.com:
Stats
feature
(free)

  Wordpress.org:
Google
Analytics
(free)

  SEOmoz.org
Keyword
Tools
($99/month
Pro

membership)

  Targeting
niche
keywords
with
less
competition

may
be
more
successful.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Where
to
Use
Keywords?

“On-‐page
SEO”

  Domain
name1

  Account
names
on
twitter,
YouTube

  Facebook
Page
name,
Google+
Page

  Blog
title,
category
names,
tag
names1

  Page
URL
(68-‐74
characters)
1

  Page
TITLE
(60
characters),
especially
at
start2

Sources: 1 – All-in-One SEO for Dummies, 2 - Hubspot, “The Essential
Step-by-Step Guide to Internet Marketing,” p.8

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Where
to
Use
Keywords?

“On-‐page
SEO,”
continued
…1

  H1
–
H32

  Image
ﬁle
name
&
ALT
text

  First
sentence
of
paragraph

  Bullet
items

  Strong
/
emphasized
text
(EM,
STRONG)

  Text
of
links
to
your
own
pages
(e.g.
when
one

of
your
blog
posts
cross-‐links
to
another
one)

Sources: 1 – All-in-One SEO for Dummies; 2 – HubSpot Essential
Step-by-Step Guide to Internet Marketing

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Where
to
Use
Keywords?

“On-‐page
SEO:”

  Wordpress.org:

  “Excerpt”
(i.e.
summary)

  Inﬂuences
presentation
to
user
only,
not
rank:

  META
Description
(160
chars)
(used
by
Google
in

creating
snippets
only,
not
for
page
rank)

  Doubtful
usefulness:

  META
Keywords

  Google’s
Matt
Cutts:
“Google
doesn’t
use
the
keywords

meta
tag
in
web
search”

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Avoid
“Duplicate
Content”

  No
“Google
penalty,”
but:

  If
same
content
is
on
two
pages,
they
divide
links,

clicks,
and
“page
equity.”

  Single
page
will
rank
higher
in
Search
Engine

Result
Pages
(SERPs)
than
two
pages.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Avoid
“Duplicate
Content”

  Ideal:
one
content
=
one
page
=
one
URL

  Blog
post
lives
at
pretty
permalink
URL

  Blog
home
page,
category
page,
tag
pages
show

excerpt
only
(Wordpress.com
“Gallery”
option)

and
link
to
full
blog
post
at
permalink
URL

  If
syndicate
articles,
ensure
each
syndicated
copy

includes
link
back
to
original
so
Google
knows

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Put
Images
in
Blog
Posts

  Posts
with
images
rank
higher
than
posts

without
them

  Use
stock.xchng
(sxc.hu)
for
royalty-‐free
images

  Use
iStockPhoto,
etc.
for
for-‐pay
images

  Use
image
editor
(e.g.
Mac
Paintbrush)
to

compress
image
to
small
JPEG
so
don’t
increase

page
load
time

  Give
image
SEOed
ﬁle
name,
SEOed
ALT
text

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Google
Search
Plus
Your
World

  If
you’re
logged
in,
adds
content
shared

privately
with
you
on
Google+
into
your
SERPs

  Eﬀects:

  Changes
weighting
of
web
SERPs
by
using
your

behavior
&
connections
as
signals1

  Incents
content
providers
to
build
Google+

circles
and
post
content
to
Google+
so
it
will

show
up
in
others’
results

  Means
ordinary
web
content
will
be
pushed

down
further
below
Google+
content
than
before

1 - http://searchengineland.com/googles-results-get-more-personal-with-search-plus-your-world-107285

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

GiX
Economy
Basics

  Blogs,
Twitter,
Quora™,
LinkedIn™
Answers,

and
YouTube
operate
primarily
as
gift

economies

  You
freely
give
something
of
value
(information,

teaching,
entertainment,
answers
to
questions,

follows,
subscriptions,
retweets)
and
often
get

something
of
value
in
return
(references
in
blog

posts,
tweets,
retweets,
mentions,
#FF

mentions,
inclusion
in
“best
of”
lists,

registrations
for
your
product,
conversions
…)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Social
Media
Values

Honesty
Tell
the
truth!

Transparency
Be
honest
about
who
you
are
and
your
interests.

Engagement
Post,
tweet,
and
retweet
frequently.
Respond

promptly
to
comments,
tweets,
direct
messages.

Giving
Give
more
than
you
get:
knowledge,
blog
posts,

retweets,
ideas,
feedback.

Respect
Always
cite
sources
in
blog
posts,
tweets,

retweets.

Originality
Create
something
new.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Blogging

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Why
Blog?

  Raise
awareness
of
company
and
oﬀering

  Establish
credibility
in
target
audience

  Draw
traﬃc
via
organic
search
engine
results

  Raise
relevance
ranking
of
your
domain
on

Google

  Attract
prospects
who
may
convert
and
become

customers

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

General
Blogging
Tips

  Write
well!

  Read
book:
“Elements
of
Style”
by
Strunk
&

White

  Share
useful
knowledge

  Gain
audience
by
teaching

  Use
catchy
titles;
they
should
be
“hooks!”

  Humor
and
irony
work
well

  Publish
new
articles
frequently

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Use
Wordpress™
to
Blog

  Why
Wordpress?

  Leading
blog
software

  Free
and
open
source

  Supports
Search
Engine
Optimization
well

  Extensible
via
large
plug-‐in
library

  Many
predesigned
templates

  Your
choices:

  Hosted
SaaS:
Wordpress.com

  Self-‐Hosted:
own
site,
plus
Wordpress.org

software

  Read
book:
“Wordpress
in
Depth”

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Recommended
Plug-‐ins
(Wordpress.org)

Plug-‐in
Purpose

Akismet
Spam
ﬁlter:
$5/mo.
single
site,
http://akismet.com/

All-‐In-‐One
SEO
Optimize
Search
Engine
Optimization
of
blog

Pack

cbnet
Ping
Prevent
duplicate
pinging
of
blog
syndication
feeds

Optimizer

Google
XML
Automatically
generate
map
of
site
for
Google

Sitemaps

Widget
Logic
Enable
conditional
content
in
sidebar

Enable
Media
Enable
easy
inline
updating
of
images

Replace

• 
Get
plug-‐ins
from
http://www.wordpress.org/extend/plugins/

• 
Back
up
your
Wordpress
installation
(HTML
ﬁles)
and
database
instance

before
installing
or
upgrading
any
plug-‐in!

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Other
Wordpress.org
Conﬁgura4ons

Have
static
company
home
page,
http://codex.wordpress.org/
put
blog
at
YourDomain/blog/
Creating_a_Static_Front_Page

Pretty
permalinks
Using_Permalinks

Show
only
excerpt
from
post
on
http://themehybrid.com/support/
blog
home
page
to
avoid
topic/show-‐only-‐excerpt-‐in-‐
duplicating
content
homepage

http://themehybrid.com/themes/
structure

Put
link
to
post
at
end
of
excerpt
http://themehybrid.com/support/
topic/how-‐to-‐change-‐at-‐end-‐of-‐
post-‐and-‐make-‐it-‐an-‐active-‐link

Hardening
security.
(Update
both
Wordpress
&
plug-‐ins
promptly!!!)
Hardening_WordPress

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Blog
Post
URL
Best
Prac4ces

  All-‐lowercase
ﬁle
names

  Separate
words
with
hyphens
(-‐),
not

underscores
(_)

  Terminate
URL
with
a
/
character

(not
.php,
.asx,
etc.)
so
can
switch
CMS
later

  Keep
page
name
short
enough
that
Google

won’t
split
page
name
(last
part
of
URL)
when
it

compresses
the
URL
for
display

  Ideally,
keep
total
URL
68-‐74
characters
(less

important
now
due
to
URL
compression)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Blog
Social
Media
Integra4on

  http://feedburner.google.com/

  Wraps
your
RSS
feed
in
easy-‐to-‐use
URL

  Have
your
blog’s
RSS
icon
point
at
Google

FeedBurner
URL

  Use
royalty-‐free
icons
for
RSS
Subscribe
and

twitter
Follow
links

  AddThis.com
to
provide
social
media
Share
link

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Site
&
Blog
Promo4on
Tips

  Register
your
blog
in
technorati

  Cross-‐post
blog
posts
to
Facebook,
Google+,

LinkedIn
(unless
you’re
tweeting
links
&
cross-‐
posting
tweets
automatically)

  Submit
posts
to
Digg™,
Reddit™,

StumbleUpon™,
TechCrunch™,
etc.

  Comment
on
relevant
blogs
&
include
a
link

back
to
your
own
site
(won’t
aﬀect
PageRank

because
of
NoFollows,
but
humans
will
click)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Inbound
Link
Campaign

  Get
other
relevant
blogs
&
sites
to
link
to
you

  Have
them
use
targeted
keywords
in
their
link

text1

  GOOD:
project
management
solution

  BAD:
click
here
to
see
a
project
management

solution

  Google
only
looks
at
text
of
ﬁrst
link
on
a
page

to
a
given
URL2

  BAD:
click
here
to
see
a
project
management

solution

Sources: 1 – All-in-One SEO for Dummies 2 - Olivier Vit, personal
conversation
©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Blog
Mistakes
to
Avoid

  Never
pay
for
a
link
or
for
inclusion
in
a

directory
or
blog
directory!
Will
get
you
banned

from
Google
directory.

  Most
“blog
directories”
(except
technorati)
are
a

waste
of
time.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Itera4ve
Content
Crea4on

  Study
your
blog’s
reporting
data.

  Which
blog
posts
get
the
most:

  page
views?

  time
on
page?

  inbound
links?

  Which
keywords
drive
the
most
traﬃc
to
blog?

  Which
posts
get
the
most
comments?

(unscientiﬁc)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Itera4ve
Content
Crea4on

Study
which
blog
posts
or
videos
get
the
most
interest,
and
create
riffs
on

the
theme.

Voximate.com
AIDSvideos.org

  Product
Management
Tip:
How
  “Did
I
Just
Contract
HIV?

to
Piss
Off
Engineering
Symptoms
of
Primary
HIV

  
Product
Management
Tip:

Infection”
470,000
views
/

How
to
Piss
Off
Customers

4
years

  
Product
Management
Tip:

How
to
Piss
Off
Sales
  
“Do
I
Have
AIDS?

  
Sales
Tip:
How
to
Piss
Off
Symptoms
of
AIDS”

Product
Management
319,000
views
/
3
years

  
Engineering
Tip:
How
to
Piss

Off
Product
Management

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Tips

  Great
tool
for:

  Listening
and
learning
from
others

  Finding
your
audience

  Finding
prospects,
beta
testers,
evangelists

  Engaging
with
customers,
prospects,
others

  Promoting
blog
posts

  Posting
shorter
comments

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Basics

  Use
URL
shorteners
(goo.gl,
tinyurl.com,
bitly.com)

  Use
search.twitter.com
or
topsy.com
to
identify

hash
tags
used
by
your
audience:
#agile,
#pmot,

#prodmgmt
…

  Keep
tweets
less
than
120
characters
so
others
can

re-‐tweet
easily

  Embed
relevant
hash
tags
within
your
tweets

  Use
HootSuite™
or
TweetDeck™
to
schedule
tweets

in
advance
and
follow
relevant
hashtags

  Follow
people
with
similar
interests
&
see
if
they

follow
you
back;
give
them
time
to
decide

  Tweet
Tue
–
Thu
between
9
a.m.
–
3
p.m.
Paciﬁc

Time
to
maximize
chance
of
retweets

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Key
Twiaer
Rules

  No
“aggressive
following”

  No
“mass
unfollows”

  Don’t
follow
the
same
person
repeatedly

  Can
follow
maximum
of
2000
people;
after
that,

can
only
follow
10%
more
people
than
follow

you
back

  No
inappropriate
(spammy)
use
of
hashtags

  No
excessive
@username
tweeting

  Avoid
high
ratio
of
follows
to
followers

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

More
Twiaer
Rules

  Hourly
usage
limits
(tweets,
follows,
unfollows

per
hour)
are
enforced
automatically

  Don’t
hit
the
Twitter
API
too
intensively
(i.e.

harder
than
a
real
human
would)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Unofficial
Twiaer
Good
Prac4ces

  Not
official
rules,
but:

  Only
follow
people
likely
to
be
interested
in
your

feed!

  Don’t
follow
more
than
125
people
per
day

  Give
people
7
days
to
follow
you
back
before

unfollowing

  Should
get
at
least
1
new
follower
for
every
4

follows
if
you
are
targeting
correctly
&
active

  Don’t
“autofollow”
followers,
at
least
at
first.
Pick

and
choose
who
you
follow.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Unoﬃcial
Twiaer
Good
Prac4ces

  Don’t
send
automated
thank-‐you
message
to
new

followers
unless
it’s
a
real
call
to
action.

  Not
oﬃcial
rules,
but:

  Not
all
tweets
should
be
blog
posts

  Retweet
more
than
you
tweet

  Thank
people
for
retweets

  Create
useful
lists
to
categorize
users
on
twitter

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

How
to
Find
Poten4al
Followers?

  Tweet
&
retweet
great
tweets!

  Follow
opinion
leaders,
who
they
follow,
their

followers,
and
users
on
their
relevant
lists

  search.twitter.com
and
topsy.com:

  Who’s
posting
using
your
target
hash
tags?

  Who’s
posting
using
your
target
keywords?

  WeFollow.com

  Tlists.com

  Listorious.com

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Two
Approaches
to
Gecng
Followers

#1:
Passive

  Follow
small
number
of
tweeps
(twitter
users).

  Tweet
well.

  Passively
wait
for
followers.

  Advantages:

  High
following:follower
ratio
gives
automatic

credibility.

  Disadvantages

 
Takes
time
to
build
audience.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Two
Approaches
to
Gecng
Followers

#2:
Active

  Follow
good
tweeps,
and
tweet
well,
but
also

proactively
follow
other
relevant
tweeps
in
hope

they
will
follow
back.

  Advantages

  Builds
following
faster

  Disadvantages

  1.1:1
following:follower
ratio

  Many
followers
with
low
engagement

  Small
minority
will
protest
if
you
later
unfollow
them

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Unfollowing
Users

  Once
you’re
following
2000
users,
you
can’t

follow
any
more
until
you
have
2000
followers.

  Your
options:

1.  Stop
following
and
wait
for
followers.

2.  Unfollow
those
who
aren’t
following
you
back,

and
follow
some
more.

  Make
sure
you
don’t
unfollow
people
you
really

want
to
follow!

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Blog
Post
+
Tweet
Sequence

  Pick
blog
post
page
name

  Create
draft
blog
post
in
Wordpress

  Shorten
URL

  Draft
120
character
tweet,
including
hashtags
&

shortened
URL

  Write
post

  Find
relevant
image,
retitle
it,
upload
it,
make
it

featured
image
for
the
post

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Blog
Post
+
Tweet
Sequence

  Use
Wordpress
to
schedule
post
for
next
day
@

9
a.m.

  Use
HootSuite
or
TweetDeck
to
schedule
tweet

for
next
day
@
9:15

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Policy
Ques4ons

  Will
you
automatically
follow
new
followers?

  PRO:

  Avoids
time
to
review
new
followers
before
following.

  Avoids
losing
new
followers
when
you
don’t
follow

back
soon
enough.

  CON:
Without
knowing,
your
account
will

autofollow
spammers,
multi-‐level
marketing,

people
who
post
in
languages
you
can’t
read,

people
with
oﬀensive
beliefs
…

  Alternative:
autofollow,
but
periodically
review

and
winnow
your
following
list.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Policy
Ques4ons

  Will
you
take
time
prove
that
you’re
not
a
bot?

  PRO:
Build
following
faster

  CON:
Takes
time
to
respond
to
TrueTwit
emails,

or
must
sign
up
&
pay
to
become
TrueTwit

member

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Policy
Ques4ons

  Will
you
sign
up
for
TrueTwit?

  PRO:
Screens
out
bots
trying
to
follow
you

  CON:

  If
free
member,
would-‐be
followers
must
respond
to

TrueTwit
email,
which
burdens
them
and
reduces

following
rate.

  Better:
Pay
$20
to
become
TrueTwit
paying
member.

  Automatically
accepts
verified
TrueTwit
members

as
followers.

  Enables
you
to
turn
off
challenge
email.

  Optionally,
automatically
follows
verified
followers.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Mistakes

  Using
FourSquare™
in
“post
my
location
by

default”
mode.
(Do
followers
care?)

  Using
single
Twitter
account
for
personal
and

professional
purposes.
If
I
want
to
hear
about

your
cat
or
child
or
political
beliefs,
I’ll
follow

your
personal
account!

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Mistakes
to
Avoid

  “HootSuite

disasters”
–
posting

a
tweet
to
the

wrong
account
by

mistake

  HootSuite
now
has

professional
mode

to
prevent

Image © Huffington Post, “The Red Cross' Rogue Tweet: #gettngslizzerd
On Dogfish Head's Midas Touch,” http://www.huffingtonpost.com/
2011/02/16/red-cross-rogue-tweet_n_824114.html, used under Fair Use
provision of U.S. copyright law

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Basic
Metrics

  Total
Followers

  New
Followers
Per
Day

  Followers
:
Following
ratio

  Retweets
/
tweet

  Replies
/
tweet

  Favorites
/
tweet

  Clickthroughs
/
tweet

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Derived
Metrics

  Engagement
rate
=
(retweets
+
replies
+

favorites
+
clicks)
/
tweet

  Twitter
stated
average:
3-‐5%
1

  80%
of
engagement
is
clicks
on
tweets

  20%
is
tweet
or
retweet
2

  Conversion
rate
from
clickthroughs

1 - http://www.mediabistro.com/alltwitter/uk-promoted-trends-see-engagement-rates-as-high-
as-11_b15694, 2 - http://tech.fortune.cnn.com/2011/06/07/bain-80-of-twitter-engagement-is-link-clicking/
©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Twiaer
Measurement
Techniques

  Use
bit.ly
URLs
to
enable
tracking
of

clickthroughs
on
URLs
in
campaigns

  Use
topsy.com
to
study
historical
tweets

(search.twitter.com
only
has
3
day
archive)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Filming
Low-‐Cost
Video:
Equipment

  $350:
Consumer
HD
camcorder
with
Flash

memory
and
audio
input
port

  $630
Sennheiser
wireless
microphone
/
receiver

set

  $837
Lowel™
Rifa
eX
44
Pro,
TO-‐83
Hard
Case

lighting
kit
(two
lights,
plus
hard
carrying
case)

  $1099
PrompterPeople.com
Flex
Series

Teleprompter
(or
newer
iPad/iPhone-‐based

solutions)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Filming
Low-‐Cost
Video:
Equipment

  $162
Libec™
T68
75mm
2-‐Stage
Aluminum

Tripod

  Macintosh™
computer
or
PC

  Adobe™
Premiere
(Express
or
Pro)
for
editing

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Notes
on
Guerilla
Video

  Good
lighting
critical
for
people
to
look
good.

  Use
at
least
2-‐point
lighting

  Fill
background
with
light
to
prevent
shadows

behind
speaker

  Try
reflecting
fill
lighting
off
ceiling
or
wall

  Avoid
reflective
objects
in
background
(picture

frames,
mirrors)

  Trace
frame
of
camera
with
eye
to
find
anything

that
intrudes
on
camera
frame

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Notes
on
Guerilla
Audio

  Good
audio
is
MUCH
harder
than
good
video!

  Film
in
room
with
closed
door.

  Put
sign
on
door
to
prevent
interruptions.

  Use
lavaliere
microphone!

  Use
wireless
connection
if
possible.

  Make
sure
microphone
turned
on
&
battery

charged!

  Do
test
take,
play
back,
and
listen
for
problems.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Notes
on
Filming
Video

  Won’t
look
like
Francis
Ford
Coppola
ﬁlmed
it.

  Doesn’t
have
to;
costs
much
less!!

  Don’t
want
to
ﬁlm
and
edit
yourself?
Use
a

service
provider,
e.g.
in
Bay
Area:

  GekkoVideo.com

  LectureMaker.com

  TimKentVideo.com

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Notes
on
Making
Video

  Unless
your
name
is
Steven
Spielberg,
you
can’t

reliably
predict
what
will
be
successful.

  Read:
Black
Swan
by
Nicholas
Nassim
Taleb

  Be
Agile.
Film
and
publish
many
videos
cheaply,

see
what
draws
interest,
and
iterate!

  Example:
Old
Spice™
viral
video
campaign
ﬁlmed

100
clips
in
one
day
and
published
them
all.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Video
SEO
Research

  Go
to
YouTube.com

  Make
sure
you’re
logged
out!

  Search
for
each
target
keyword

  Study
#
of
results
and
which
videos
/
playlists

make
the
top
10
(or
20)

  Study
highly-‐ranked
videos
and
their
view

counts,
titles,
descriptions,
tag
lists,
and

number
of
comments

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Video
Search
Engine
Op4miza4on

  What
to
SEO?

  YouTube
account
name

  Video
title
(50
characters
to
display
without

break)

  Video
description
(make
long
and
detailed,
and

include
links
to
your
site!)

  Video
tag
list
(up
to
500
characters
total)

  Script
for
video
(upload
transcript;
for
English,

YouTube
will
automatically
synchronize)

  Playlist
title,
description,
tag
list

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

To
Learn
More
About
Video

  http://techcrunch.com/2010/01/30/context-‐is-‐
king-‐how-‐videos-‐found/

  http://heidicohen.com/old-‐spice%E2%80%99s-‐
viral-‐social-‐media-‐drives-‐sales/

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Key
LinkedIn
Features

  LinkedIn
Share
Buttons

  Individual
profile

  Include
links
to
company
website,
blog,

twitterfeed

  Configure
to
automatically
repost
your
tweets

  Company
profile

  Include
links
to
company
website,
blog,

twitterfeed

  Follow
your
competitors’
company
profiles!

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Key
LinkedIn
Features

  Groups

  Create
generic
or
company-‐speciﬁc
groups

  LinkedIn
Answers
(see
next
section
of

presentation
on
Q&A
services)

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Facebook
Pages

  Many
corporate
sites
have
few
“Likes”
and
are

fairly
useless

  Reserve
Facebook
Page
with
your
name
early

  Consider
making
it
live
later
on
when
you
have

enough
genuine
interest
and
users

  Have
a
strategy
for
your
Facebook
Page,
not
just

a
page
for
the
sake
of
having
a
page

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Google+

  New
kid
on
the
block
in
social
networking

  Growing
rapidly

  Google
badly
wants
to
succeed

  “Circles”
give
better
way
to
organize
who
you

follow

  You
don’t
know
who
follows
you
back

  Google+
shared
content
will
now
show
up
in

your
connections’
Google
search
results
when

they
are
logged
in
to
Google

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Google+
Pages

  Very
similar
to
Google+
Proﬁles1
and
Facebook

Pages

  No
connection
to
Google
Places2

  To
create,
must
have
Google+
account,
log
in,

and
click
“Create
a
Page”
2

  Can
act
as
yourself
or
as
a
Page
(similar
to

Facebook)
2

1 - http://support.google.com/plus/bin/answer.py?hl=en&answer=1713824 2 - http://searchengineland.com/
google-pages-now-open-for-businesses-brands-places-more-100217
©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Evalua4ng
Your
Work

  Score
your
social
media
marketing
work
with

websitegrader.com
from
HubSpot™

  Check
your
Klout,
PeerIndex,
and
TeraMetric

scores
for
fun,
but
don’t
take
them
too
seriously

yet.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

To
Learn
More:
Websites

HubSpot.com
Many
good
presentations,

tutorials,
videos
on
SMM.

SEOmoz.org
Good
material
on
SEO

smmmagazine.com
Social
Media
Marketing
Magazine

http://startup-‐marketing.com/
Read
everything
Sean
Ellis
writes.

http://heidicohen.com/
Actionable
marketing
blog.

©
2011-‐2012
Eric
Krock
Marketing
Services
Inc.
All
rights
reserved.

Getting Started with Social Media Marketing

Empfohlen

Empfohlen

Weitere ähnliche Inhalte

Ähnlich wie Getting Started with Social Media Marketing

Ähnlich wie Getting Started with Social Media Marketing (20)

Kürzlich hochgeladen

Kürzlich hochgeladen (20)

Getting Started with Social Media Marketing