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Introduction to Social Media with Lisa Myers – SES London 2011

Lisa starts by thanking us for being up this early, she’s surprised there aren’t come more tired faces given the party last night!

Mmm, yes – well some people were taking photos of themselves in toilets late into the night…looking hot seochicks!

What is social media?

Is it facebook, twitter, digg, bebo, foursquare etc?

Social media is about you, it’s about what all of us do with this technology. These sites are networks are the tools:

“Social media as a marketing discipline isn’t getting your brand up on facebook, it’s about what you do when you get there.”

She gives some stats on how HUGE social media is.

Pepsi and the superbowl – big advertising spot. In 2010 they ditched it and put a third of their annual marketing budget into their social media marketing campaign.

How do you use social media for business?

The RULES:

  • Listen
  • Engage
  • Be honest
  • Don’t be a dick

Pillars of social media

  • Social networking
  • Viral Campaigns
  • Online PR

Make sure you know what you want to achieve, what is your objective? Is it link generation, brand awareness, traffic, conversions? Or all of them?

Who is your target audience? Age, gender, location. Twitter might be not the best channel if your customers are 50 plus.

Social media marketing elements

  • content marketing
  • site seeding
  • link baiting
  • online reputation management and monitoring

Blogging as where businesses should start and where social media skills can be honed.

  • gives your product or service a personable voice,
  • develops a positive reputation online,
  • expansion of content,
  • reaching a wider audience

BUT it’s not easy as setting up and go…

You need to consider

  • what is going to be the main topics of the blog (categories)
  • who is going to be blogging (source appropriate bloggers)
  • who is going to be managing the blog?

Gives the example of SEO chicks – they chose people with a wide range of experience.

Tips

  • Find the right bloggers
  • Use wordpress
  • Use special plugins to make it easier to SPREAD the content

Online PR – is basically getting your comtent out on the web

Not the same as traditional PR. Traditional PR companies often struggle with the social media approach.

The process:

  • do your research (list of sites, find out as much about the site owner as you can)
  • hunt down the most appropriate contact
  • tone of voice in email, although best to call!
  • tailor your email to person
  • be direct, don’t waffle
  • develop a relationship
  • follow up
  • always, always, be polite and personable

Viral marketing – usually larger campaigns that appeal to a broader audience, but doesn’t neccessarily need to be, and doesn’t have to be a huge budget.

BUT it does need to be creative and have a solid execution. It won’t go viral otherwise.

“Needs to be clever, funny or appealing.”

Once you have got a great idea you make the content – but don’t just leave it up on Youtube and not do anything with it. You can’t just leave it there – you need to socialise it through your social channels.

Spread the word using the channels – don’t forget stumbleupon – don’t just use twitter and facebook, it can be huge in generating traffic to sites.

Gives the facebook example of a compaign for breast cancer awareness on facebook. ‘I like it on the floor….’ which got alot of media coverage.

Low cost, easy to do, but very effective.

PS When doing social media marketing, don’t forget to harness those potential links – DON’T FORGET SEO!

Social networking

Don’t forget that twitter is about sharing, and communicating, NOT broadcasting.

Rules of twitter

  • Don’t over think it, be yourself
  • Share information and links
  • Listen
  • Use #hashtags to organise and search
  • Twitterlists are useful if you are following hunders of people, use then to discover new people.
  • Flattery will get you everywhere (!)

Monitor your social media

Who is mentioning you, what are they saying?

Lots of free tools, like social mention. There are lots of complicated paid tools but the free ones work well for small businesses.

Blogpulse will monitor mentions in blogs. Also use to discover new content – see what other blogs are writing about similar topics.

CoTweet helps you schedule your tweets. Good for agencies – scheduling multiple accounts throughout the day.

Free social monitoring tools

  • raventools.com
  • socialmention.com
  • blogpulse.com
  • tweetbeep.com
  • klout.com
  • tweetmeme.com

Paid social media monitoring tools

  • radian6.com
  • buzzcapture.com
  • lithium.com
  • trackur.com
  • sentimentmetrics.com

Real examples

Paulo the burger man in Surbiton – you can tweet him from the train and let him know what you want when you get off the train!

#sescrapmas where you tweet a picture of your worst Christmas gift.

SEScrapmas

Brand awareness for a fun campaign and a good amount of participation.

Q and A

Should I worry about duplication of content across platforms?

You can change it across platforms, consider your audience and community in each place, and tailor your message accordingly. It can look lazy if you put the same thing across all of the platforms.

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