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Topics include key terms to understand; how influence works in the blogosphere; the seven applications of corporate blogs; Why business blogs succeed and don't they’re successful; how word-of-mouth spreads influence; through other social media channels; basic overview of social networks, social news, bookmarking, micro-blogging, meetups, photo-sharing, community applications, mashups.
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Social Media Crash CourseSocial Media Crash CoursePaul Gillin, Author
The New Influencers
Secrets of Social Media Marketing
Social Marketing to the Business Customer
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The Media in CollapseThe Media in Collapse
2001 2009 Change
Woman’s Day 1.61M 410,000 -74%
Redbook 556,300 154,600 -72%
Playboy 522,800 203,200 -71%
Country Living 380,200 134,900 -64%
Nati Enquirer 1.65M 591,300 -64%
Reader’s Digest 750,000 270,000 -64%
ESPN Magazine 54,350 25,200 -63%
US Magazine Circulation
Average age of US daily newspaper reader: 57
Reduction in US newsroom staffs since 2001: 45%
Growth in NBC prime time audience, 2008: -14.3%
Age of average network evening news viewer: 63
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Facebook is the fastest growing consumer product in history
Word-of-mouth marketing spending will hit $3B by 2013
93% of B2B buyers use search to begin the buying process
Direct-mail spending is expected to decline nearly 40% by 2014
80% of IT decision-makers say word of mouth is their most important source when making buying decisions
Google Processes 38,000 search queries every second
New Media FactsNew Media Facts
Survey of 105 Marketers, April, 2010
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If You’re Not Helping, They’re Not Listening
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Let’s Define Our TermsLet’s Define Our Terms
Social Media is a set of online tools that your constituents use to communicate with groups of friends or people with similar interests. They include:
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• Value-drive decision-making• Group consensus• “Bet the business”• Long-term relationships• Audience is knowledgeable, engaged, serious• Intense need for information
How is B2B Different?How is B2B Different?
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Mainstays of Social MediaMainstays of Social Media
BtoB Magazine Survey of 387 Marketers, April, 2010
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Customer
Prospect
Quality Contact
SalesLead
Impression
Case study | Video testimonialGuided tour | Product demoWebinar | Press coverageGlossary | ROI calculator
Free trial/ConsultationHelp desk | Chat | ForumTraining | Usage tips Contact information
White paper | eBookAnalyst report | PublicationBlog | Article | Tweet | Podcast
Source: NowSpeed Marketing, Inc.
Tools for the FunnelTools for the Funnel
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Learning by Listening
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Start ListeningStart Listening
• RSS• Google and Google Alerts• FeedMyInbox (and related)• Social Mention• Omgili• Advanced Twitter search• Backtweets• YouTube
• Facebook (limited)• LinkedIn (limited)• Industry-specific sites and
blogs• Boardtracker• Google “Similar”
command• Flickr• SlideShare• Customer ratings sites (e-
pinions, GetSatisfaction, Yelp, BazaarVoice)
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A Hands-On ExampleA Hands-On Example
For an energy management ISV, we want to identify
influencers who specialize in building environmentals.
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Technorati SearchTechnorati Search
Authority ratings show activity, inbound links
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Examine PossibilitiesExamine Possibilities
Signs to look for
Old entries
Low interaction
Spam blogs
Possible competitor?
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Look For Interests and RelationshipsLook For Interests and Relationships
Blogroll show other relevant sites
Who do they link to?
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v
Signs of LifeSigns of Life
Multiple social outlets
Active comments
Advertising
Dedicated domain
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Who’s Following?Who’s Following?
FacebookTwitter
Inbound links
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Other VenuesOther Venues
3,000 “fans”
9,000 “fans”
3,800 members
1,700 members
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Specialty & Multi-ContributorSpecialty & Multi-Contributor
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Five Use Case Scenarios
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Survey of 105 Marketers, April, 2010
Customer & Competitive IntelligenceCustomer & Competitive Intelligence
TwitScoop
TweetMeme
Most E-mailed
Google Trends
Social Tools Can Help You Identify Trends and Competitive Activities
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Feed Reader is a Topical NewswireFeed Reader is a Topical Newswire
Consolidate Feeds by Topic to Monitor
Markets of Interest
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Thought LeadershipThought Leadership
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Identify OpportunitiesIdentify Opportunities
#RFP Hash Tag on Twitter
People Seek Expertise on LinkedIn
And Look for Businesses on Quora
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Market ResearchMarket Research
Community Surveys Blog SurveysPolls
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Customer Affinity and SupportCustomer Affinity and Support
Spiceworks
1.3M members
National user conference; multiple regional conferences
Points system rewards participation without payments
“What’s always amazed me is how much people are willing to give back.”Tabrez Syed, Director of Products, Spiceworks
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Lead Generation
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OUTBOUND
Bottom-up lead gen
Enhanced lead qualification
Multiple points of engagement
New World ProspectingNew World Prospecting
INBOUND
SEO
Blogs
Content Premiums
Word of Mouth
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Search FundamentalsSearch Fundamentals
• Page Title
• URL
• H1,H2,H3 tags
• Page Text• Bold
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25% Is On-page Invisible25% Is On-page Invisible
Description
Keywords
Alt Images
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What we see…
What Google sees
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For Example…For Example…
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Control What You Say About YourselfControl What You Say About Yourself
Inflow has keywords in both the domain and the page title
The word “inventory” appears four times on the home page and in every page title on the site.
The site description and meta tags reinforced that this site is about inventory management
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But There’s MoreBut There’s More
Image “alt” tags repeat keyword
Magazine feature is a valuable inbound link
Social sharing enhances legitimacy
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Did You Know…Did You Know…
The top 25 Google results for “personal computer” only include one PC maker?
Links from .org, .edu, .mil and .gov sites significantly improve your search performance?
The #1 search result for “click here” is Adobe Reader?
The more often you update your website, the more often Google visits it?
LINK LOVEInbound links are the secret sauce of modern search engines, and the rules change all the time.
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Which Link Is Better For You?Which Link Is Better For You?
Both can link to the same page, but the second link is more descriptive. If it links to you, it improves your ranking for that search term.
Click hereor
Small Business Inventory Management
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What You Don’t WantWhat You Don’t Want
Says nothing about the site
Garbled page title
Poor document title and description in PDF
Untagged audio file
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Be VisibleBe Visible
Link internallyLink externallyUse tags, categoriesRegister with aggregatorsAsk for “link love”Promote outbound linksFile a site mapBookmark and tweet
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Blogging for BusinessBlogging for Business
73 blogs
17 bloggers
600% jump in leads
Top quality
“Get engineers talking to engineers and get everyone else out of the middle.”
Rick Short, Marcom Director
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Cut Out the Cut Out the MiddlemanMiddleman
Today, you can take your message directly to your constituents without relying upon media intermediaries
And why would you not want to
do that?
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Share Everywhere: Clickable GurusShare Everywhere: Clickable Gurus
Goal Generate Leads
Tactic Build awareness by sharing domain knowledge
Metrics Unique visits; Online mentions; Referrals; Conversions
Results 2,000% increase in visitors 300% improvement in buzz50% increase in customers400% increase in ad billings
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Spread the MessageSpread the Message
Corporate website
Feed Aggregator
Partner website
Email Newsletter
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Thank you!Thank you!
Paul Gillin
508-656-0734
Site: gillin.com
Blog: paulgillin.com
Twitter: pgillin
Free bi-weekly newsletter; sign up at gillin.com
