A handout on the major concerns, trends, social media questions and things that marketers should be thinking about in 2008.

1. Dana VanDen Heuvel
Challenge = Solution World Cafe
Links & Resources 2/13/2008 - Milwaukee AMA
dana@danavan.net
920.819.0742 (m)
> S o cial M e dia Sites > To p 10 O nlin e M ar ke tin g O bj e c ti ves - Q1 20 0 8
Adapted from OneUpWeb - http://www.oneupweb.com
List of Social Media Sites Worth Visiting 1. Rigorous PPC Ad Testing
Specifically: test your creative on a scientifically selected sampling of your targeted market. This is
Search in Google or Yahoo to find them! best done by someone experienced at generating a representative sampling.
• 43 Things 2. PPC Spending
For B2B marketers, and any company beginning a new fiscal year, the first quarter is a great time
• BlueDot to ramp up paid online advertising. Keywords are generally less expensive.
• Del.icio.us 3. Offline Conversion Tracking
• Digg The impact of online marketing is almost always underreported, because many offline sales start-
• Facebook ed with online research. Re-examine offline sales promotions with an online connection and de-
velop meaningful metrics.
• Flickr
• Frappr 4. Social Media Marketing
The early, do-it-yourself quality of social media marketing activities has quickly given way to a new
• Furl professionalism. Video ads, podcasts, corporate blogs, forums and other social media marketing
• JotSpot that invite feedback and social tagging are all effective
• LinkedIn 5. Website Usability
• Ma.gnolia Re-examine your checkout usability to see if there are better, faster ways to help a visitor facilitate
• MySpace a sale. Look at other complaints and suggestions you received about how your site could be im-
proved.
• Wetpaint
• Newsvine 6. Local Search
Local search engines are helping marketers eliminate waste and pinpoint their audience geo-
• Ning graphically. Many local offline purchases start with online research. In fact, 32 percent of all search
• Rdiculous queries have local intent.
• Reddit 7. Keywords
• Shadows Look at your top converting keywords. Specifically, look for keywords with some conversion num-
• Shoutwire bers but low traffic. Re-examine all of your keywords and how they’re converting. Are they still
relevant?
• Squidoo
• StumbleUpon 8. SERP Monitoring
Take a current look at where your company name and your products are positioning on search
• StyleHive engine results pages (SERPS). While you’re monitoring, look for natural links to negative publicity
• Technorati items on your company.
• WikiHow 9. Data on Return Customers (to your website)
• Wikipedia It’s a good time to find out just how valuable they are by measuring how much of your business is
• Yahoo! 360 being generated by return customers.
• Yahoo! Answers 10. Intelligent Integration
• YourElevatorPitch How is your site positioning on the search engines for your target keywords? Which web pages
deliver the most natural search traffic results; what’s working on those pages?
1 Visit www.trendsontuesday.com for a bi-weekly marketing trends newsletter

2. Dana VanDen Heuvel
Challenge = Solution World Cafe
Links & Resources 2/13/2008 - Milwaukee AMA
dana@danavan.net
920.819.0742 (m)
> W hat ’s N e x t . . . > S eve n O nlin e Pre dic ti o ns - 20 0 8
Adapted from ClickZ - http://www.clickz.com
Rules of Social Media Optimization 1. Social media growth will come from expanded niche products. Social media growth in 2008
1. Participate - Join the conversation will emerge from more targeted offerings that attract users based on interest.
2. Create content 2. Search marketing will continue to extend its reach into other formats, including social, local,
3. Increase your linkability and mobile search.
4. Make tagging and bookmarking easy 3. Analytics and related measurements will become more sophisticated.
5. Reward inbound links 4. Behavioral targeting will become more widespread and will provide improved customer expe-
6. Help your content travel riences..
7. Encourage the mashup 5. Integration of on- and offline will continue as retailers update technology to allow customers
8. Be a User Resource, add value to users to use the channel they prefer.
6. Promotional e-mail has lost its novelty. Given consumer fatigue from increased frequency and
stale offers, marketers must focus on delivering relevant messages to consumers.
10 Challenges for Online Marketers 7. The market will disrupted by a new technology or a shift in how existing products are used.
1. Understanding human behavior
2. Education > S o cial M e dia Q u es ti o ns f ro m Cur i o us M ar ke te r s
3. Willingness to take risks 1. What social media marketing strategies are working?
4. ROI vs. R&D in Marketing 2. How to define metrics for social media marketing strategies? What is the best metric to focus on
5. Evaluating communication channels to gauge success of a social media effort?
6. Budgeting 3. Why you should be thinking about social media and social networking-based marketing strate-
7. Unifying Stakeholders gies for business growth?
8. Getting involved/immersed 4. What is social marketing and how is it different from traditional marketing?
9. Saying no 5. What defines success in social marketing?
10. Time 6. Why is management so leery of incorporating social marketing strategies and how can that be
Adapted from iMedia Connection
changed?
www.imediaconnections.com
7. Where does social media fit within your organizational structure?
8. What is some of the best advice you can give to a manager with no social media experience?
9. What is the impact of the introduction of social media on office politics?
quot;If 92 percent of people use the web to
evaluate purchase options, why do we 10. Is it better to grow a social media effort from within or hire a “ringer” to be part of the team?
only spend 20 percent of our budget on 11. How do you deal with the essential truth that in social media sometimes everyone won’t love
our website?quot; you and say positive stuff about you?
12. Does social media have a direct contribution to lead generation and revenue?
13. How much should an enterprise invest in social media?
2 Visit www.trendsontuesday.com for a bi-weekly marketing trends newsletter