1 / 29

ClickTracks Virtual Classroom Series: Social Media: Should You Digg It?

ClickTracks Virtual Classroom Series: Social Media: Should You Digg It?. Jennifer Laycock, Editor-in-Chief, Search Engine Guide Matt Bailey, President, SiteLogic Marketing. Sound check… Audio will be broadcast to your PC speakers Use Internet Explorer (6 +)

carnig
Download Presentation

ClickTracks Virtual Classroom Series: Social Media: Should You Digg It?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. ClickTracks Virtual Classroom Series:Social Media: Should You Digg It? Jennifer Laycock, Editor-in-Chief, Search Engine Guide Matt Bailey, President, SiteLogic Marketing Sound check… Audio will be broadcast to your PC speakers Use Internet Explorer (6+) (WebEx Audio doesn’t support FireFox at this time.) Of course… The slides will be made available The session will be recorded We’ll email attendees links to the above To get the most… Ask questions anytime via the WebEx Q&A window.

  2. What is Social Media? • Technology that allowspeople to share opinions on the web • Unlike traditional media… • Changes instantly • It’s interactive • Popularity is transparent • Mixed media • Everyone has a voice • Flexible

  3. When Social Media Works • When you appeal to people’s interests • When you know your audience Source: Jupiter Research

  4. Phil & Ted’s e3 Stroller $469 When Social Media Won’t Work • When your campaign is contrived • When you target the wrong audience • Apprentice “Make Your Own Tahoe Ad” • Word spread on DemocraticUnderground.com • Ads were posted trashing the SUV • 1 in 5 ads were negative

  5. Types of Social MediaSocial Bookmarking • Users categorize and save things that interest them. Digg.com • 94% Male • 88% ages 18-39 • IT professionals, engineers • Others Options… • StumbleUpon • Netscape • del.icio.us • reddit

  6. Types of Social MediaCommunities & Discussion Forums • People gather together in virtual communities • Not just teens… • 40% aged 35-55 • Others Options… • Xanga, Facebook • BlackPlanet, AsianAvenue • MothersClick, Maya’s Mom • NASCAR Hookup, Connexion

  7. Types of Social MediaConsumer Review Sites • Product and service reviews from everyday people • Products, Restaurants, Travel • Consumers review, and their reviews are rated • Others Options… • TripAdvisor, Hotels.com • Amazon.com • Yahoo Local, AskCity • Judy’s Book, Angie’s List

  8. Types of Social MediaVideo Sharing Sites • Video uploads from anywhere and everywhere • 34 million visitors per month • Average visit of 28 minutes • Readers rate and comment on clips • Others Options… • MetaCafe (4 million) • Heavy Networks (3.4 million) • Ebaumsworld (3.4 million) • Break.com (3.2 million)

  9. Types of Social MediaBlogs • The conversational outlet of the Internet • A new blog every second • Doubles every six months • 50,000+ posts per hour • A blog for every topic • Search Blogs… • Technorati • Blog Pulse • Blog Lines • Feedster

  10. It’s About More Than Digg… • Digg and other social book marking sites are not THE key to success • Look beyond Digg…get creative!

  11. Making Social Media Work for YouGive Them Something to Show • Reno 911 • MySpace page with badge download • 2 winners, appear on show • Almost 34K “friended” the site • Toyota Scion • Bolt.com custom paint job • Second Life members can drive virtual Scions • Learn what customers like

  12. Making Social Media Work for You Encourage Reviews… • People turn to consumer review sites… • Make reviewing easy • Send a link • Have a kiosk • Create incentive • Coupons, discounts

  13. Making Social Media Work for YouCreative Marketing • Use a site like Flickr as a portfolio • Create a profile • Showcase your work • Join the community • Other Options • Landscapers • Sailboats • Remodelers

  14. Making Social Media Work for YouCreative Marketing Pt 2 • Use a site like YouTube to show product • Let users upload videos • Use brand and generic keywords • Link the description tocompany site

  15. Making Social Media Work for YouGive Things Away… • South African Wine Launches • Offers free wine to bloggers • Attracts reviews • Results • Doubled sales in a year • Generated tons of productbuzz

  16. Making Social Media Work for You…Be Ready to Act… • When opportunity presents itself… • The Lactivist Battles “Big Pork” • Breastfeeding blog received C&D • Match made in social media heaven • David verses Goliath • Work at home mom • Out of control lawyers • Breasts and Pork

  17. "apparent attempt to promote the use of breast milk beyond merely for infant consumption."Do they think I'm trying to an promote an adult breastfeeding fetish??!Are you freaking kidding me? Here are quick button links to some of my favorite social media sites. Making Social Media Work for YouAnd Act I Did… • Prepare the right story… • Lengthy blog post full ofinfo and humor • Buzz-worthy hook • Call to action • Easy to spread • Plant the seeds • Motivate Linking “Apparently the National Pork Board is worried that someone might come to my breastfeeding blog, check out the shirts and worry that when I say "white milk" what I really mean is "thick and juicy, straight from the hog PORK." Come on now, be honest... were you confused? “ How can you help?Blog my friends…blog away. Share this post with discussion forums, social media sites, bloggers…anyone you can think of that will be as outraged about this as I am.

  18. When Social Media Attacks… • YouTube: Rats invade Taco Bell • 55 YouTube Videos • 1 million + video views • Sony PSP flog • Fake blog to promote PSP • Badly written • Registered to marketers • SEM World vs Digg • Backlash! • Lee Odden gets banned • Danny gets buried

  19. Objective: Find What Works • Key Performance Indicators • Time on Site • Pages Viewed • Conversions • Segmentation • Blogs • Social News • Search

  20. Engagement for Content Based Site(conversions = subscriptions)

  21. Engagement for The LactivistPork C&D + Two Months

  22. Engagement for Cre8pc.comHit by 2 Diggs

  23. Hysteria is only possible with an audience. Chuck Palahniuk (1962 - ), Invisible Monsters, 1999

  24. Traffic for Cre8PC.comHit by 2 Diggs – “I Don’t Digg Being Dugg” All Visitors compared to Digg.com referrals. Don’t Digg . . . Four major blog referral sources during the “Digg Event” and after. . .

  25. Engagement for The LactivistC&D Received + Two Months Digg, Reddit, Stumbleupon referrals. Pork Problem Four major blog referral sources during the “Pork Event” and after. . .

  26. How Traffic Compares

  27. You have to keep plugging away. We are all growing. There is no shortcut. You have to put time into it to build an audience John Gruber, How to Blog for Money by Learning from Comics, SXSW 2006

  28. Tips for Targeting • Invest in your community • Contextual approach • Long-term strategy • Measure • Segment • Determine value • Contrast/Compare

  29. Q&A Ask questions live via the WebEx Q & A window. April 16 & 17: • ClickTracks Exposed: John Bares All of His Favorite Tips and Tricks http://www.clicktracks.com/seminars/

More Related