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A Comprehensive Overview of Social Media Marketing Essentials

A Comprehensive Overview of Social Media Marketing Essentials. First I'd Like to Know... What is Social Media Marketing?. Before We Ask That – What Are the Goals of Online Marketing as a Whole?. Basic Things Like Web Site Traffic. Basic Things Like Conversions & Sales.

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A Comprehensive Overview of Social Media Marketing Essentials

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  1. A Comprehensive Overview ofSocial Media Marketing Essentials

  2. First I'd Like to Know...What is Social Media Marketing?

  3. Before We Ask That –What Are the Goals ofOnline Marketing as a Whole?

  4. Basic Things LikeWeb Site Traffic

  5. Basic Things LikeConversions & Sales

  6. Basic Things LikePage Views & Ad Exposure

  7. More Complex Things LikeGrowing Brand Awareness

  8. More Complex Things LikeCreating Positive Brand Association

  9. More Complex Things LikeBusiness Development & Networking

  10. The Good News:Social Media Can Help with All ofThese Things

  11. How?

  12. Methods:Interacting with Participatory Communities on the Web

  13. Methods:Creating & Promoting Viral Content

  14. Methods:Leveraging UGC Sites for Technical Goals

  15. Methods:Reaching Key Influencers via Blogs& Social News Portals

  16. OK, But Then My Next Question is...Why is Engagement with Social MediaValuable?

  17. SMM Supports Branding & Mindshare Goals

  18. SMM Bolsters Search Engine Marketing Goals

  19. SMM Even Helps with Traffic& Conversion Goals

  20. That Makes Sense, But I'm Curious...Why Now? How Has Social MediaBecome So Important?

  21. A Few Stats:Social Media Participation SOURCE: Umass – Dartmouth Study, Jan. 2007

  22. A Few Stats:Social Media Participation SOURCE: BusinessWeek Magazine, June 2007

  23. A Few Stats:Social Media Participation -- "Brand Advocates" have emerged online as primary influencers, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand. -- Brand Advocates are incredibly valuable to marketers because they are better connected consumers with a larger sphere of influence. Social Media is the Key – Study findings showed that Brand Advocates are taking full advantage of social media tools and actively leveraging them for product purchases. Through instant messaging, chat, community, photo sites and blogging, Brand Advocates are able to influence their vast online social circle. SOURCE: Yahoo! + Comscore Study, Dec. 2006

  24. A Few Stats:Social Media Participation “Passionistas heavily engage with communities of like-minded consumers who use email, text messaging, and instant messaging significantly more than typical users, and are more likely to create and share user-generated content online such as photos, blog posts or videos about their passions. Because of their intense engagement around sharing information about their passions through digital media, Passionistas are natural brand advocates and 52% more likely than typical users to recommend or influence others about brands aligning with them.” “Brands that stimulate conversation among passionate consumers will be rewarded through the credibility that comes from trusted word of mouth,” said Jim Kite, President of Connections Research and Analytics at MediaVest. “Accessing Passionistas online also offers the ability to track this valuable group’s media consumption habits, enabling brands to optimally – and accountably – leverage their advocacy power.” SOURCE: Yahoo! “Passionistas” Report, Sept. 2007

  25. A Few Stats:Blogosphere Engagement

  26. A Few Stats:Blogosphere Engagement

  27. A Few Stats:Blogosphere Engagement

  28. A Few Stats:Blogosphere Engagement

  29. A Few Stats:Blogosphere Engagement

  30. A Few Stats:Blogosphere Engagement

  31. A Few Stats:Online Video Consumption

  32. A Few Stats:Online Video Consumption

  33. A Few Stats:Online Video Consumption

  34. A Few Stats:Influencers on the Web

  35. I Want to Understand the Nuts & Bolts Here...How Does SMM Help with SEM?

  36. Lets Take a Trip Through History,Back to a Time When Search Engines Weren't Too Bright

  37. At First, the Engines Looked at Keywords & Keyword Usage

  38. So, of Course,SEOs Spammed Keywords Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras

  39. They Evolved to Measure Popularity & Relevance through Links

  40. And, of course, We Spam the Hell Out of That...

  41. So the Engines Got Smarter,Uncovering Methods for Detecting Trust, Quality & Intent

  42. The Basic Tenet of the Search Engines: Links = Votes If, and only if the link was created to reflect a true editorial recommendation of one page by another

  43. The Inclusion of these FiltersEnded the Effectiveness ofMany Classic Link Building Tactics

  44. Dead & Dying Link Building Strategies:Link Farms

  45. Dead & Dying Link Building Strategies:Reciprocal Link Exchanges

  46. Dead & Dying Link Building Strategies:Directory Link Building

  47. Dead & Dying Link Building Strategies:Guestbook, Forum Signature & Blog Comment Spam Links

  48. At-Risk Link Building Strategies:Paid Link Networks

  49. But, this Evolution Gave Rise toThe Value of Links from Trusted, Authoritative Domains We've gotta trust each other.

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