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Slay the Social Media
Dragon~~
Wisdom from the Ages
Robbin BlockBlockbeta Marketing
[email protected] blockbeta.comTuesday, November 18, 2014
Thou Shalt Not sSign up for every social
site you’ve heard about, start a blog or
Tweet like mad ...
Tuesday, November 18, 2014
Be Known in High Places
Get found, get referred
Traffic from high authority websites
Search engines “informed” by social data
Get known in your industry
YourWebsite
HGFE
DCBA
Link JuiceTuesday, November 18, 2014
Type of Business Matters
Works better for some than others
There are other ways to promote effectively
Allocation of resources
Tuesday, November 18, 2014
k Awareness Engagement
Audience
Objective
Social Tactics
Doesn’t know youNot in your networks
Your “people”In your networks
Drive traffic to websiteComments
ConversationsSharing
Join networks/groupsAttract bloggers
Comment on blogsGet reviewed
Posts on social networks
Tuesday, November 18, 2014
Ipsos: 2010
Tuesday, November 18, 2014
Time MoneyResourcesb b
Social Media Public Relations Advertising
Less control Message & Timing
More controlb b
Reach & Impact
Choose Your Weapons
Tuesday, November 18, 2014
BattlegroundsUnderstand How
Potential & Existing Customers Use themPhoto: Mr Thinktank
Tuesday, November 18, 2014
Social Media Royalty
college grads,high HHI
42% of adults use multiple sites
younger adults, urban, non-white
PEW Internet 2013
women 4:1
with Instagram, highest user engagement
Journalists
Tuesday, November 18, 2014
Digital Real EstateEasy Setup s Takes Work
Tuesday, November 18, 2014
Just because someone likes your page, that
doesn’t mean they have purchased, plan to purchase or will engage with it.
Ines Nadal, Ipsos, February 1, 2013
Tuesday, November 18, 2014
Research is Vague< age 35 most likely to have
purchased a product or service based mostly on an advertisement they saw on a social media site or based mostly on a posting they
saw on a social media site.
Made Purchase from Ad (18%) or Post (16%)
Ipsos: U.S. Data, 8/27/13
Tuesday, November 18, 2014
Google +Not so social, but still matters for SEM
Personalized search
G+ content indexed, found more quickly
Web engineers, content writers, SEO folks
Hangouts: simple/free video recording and uploading (high SEO)
Tuesday, November 18, 2014
Specialty Sites
Tuesday, November 18, 2014
Relevance Trumps Sizes Big fish, smaller pond
s Browsers vs. buyers
GeographyInterestDemographicActivityAffinity
Niche
Join Groups
Tuesday, November 18, 2014
Find Niche Sites
Industry AssociationsOnline PublicationsVendorsSocial site directoriesCompetitive SitesInbound Traffic“niche social sites”
Local Territory
Tuesday, November 18, 2014
Engage s
Tuesday, November 18, 2014
Site Swag
Comment on a Blog
Press Release
Q&AJoin
GroupReview
Add Event
Tuesday, November 18, 2014
Knightly IdealsWhat do they know or believe?
What will resonate?
What key points will you make?
What are they talking about? How can you contribute to the
conversation?
Clarify, educate, inform, assist, entertain, support, commiserate...
Tuesday, November 18, 2014
What They Want
Local Search Usage Study: Bridging The Gaps, From Search to Sales, comScore and TMP Directional Marketing, 10/2010; Ipsos: 4/2013
Special offers, promos, event and contest info
Input about your current or new products
Fun & interesting posts
Providing content they want to share
Your response to their questions, comments and complaints
Discounts, Freebies, Share Affinity & Entertainment
Tuesday, November 18, 2014
Businesses Want:
Market intelligence
Recruit talent, find resources
Connections
Info about opportunities
Tools for saving $ and/or time
Tuesday, November 18, 2014
Take Measure
google.com/analytics
Referrals
If you don’t track, you won’t know if it’s working
Tuesday, November 18, 2014
Ear to the Ground
s Activity on social sites
s Mentions of your name, business name, competitors
google.com/alerts
Tuesday, November 18, 2014
Debrief1. Know who your
customer is
2. Understand their social activities, what sites they use and why
3. Remember: awareness and engagement are different
4.Choose the right places to participate
5. Take advantage of all they offer
6. Track the results in the context of other marketing activities
7. Revise strategy to improve results
Tuesday, November 18, 2014
© copyright Block Media LLC 2007 - 2014Trademarks and images are all owned by their respective owners.
Twitter.com/robbinblockFacebook.com/Blockbeta
A Big Picture Approach to Small Business™
mybmedia.comFacebook.com/mybmedia
Listen to the Archives
Tuesday, November 18, 2014
