Deltina Hay Social Media for AEN

How to keep from How to keep from falling off the falling off the face of theface of theInternet...Internet...

Copyright 2009, Deltina Hay

With Deltina Hay of Dalton Publishing, Social Media Power, and PlumbSocial.com...

Author of

A Survival Guide to Social Media and Web 2.0 Optimization

Featuring case studies from host Cynthia Baker of Accolades Public Relations

Why the Social Web?

No secret that it is the future of the InternetLevels the playing field for small and large businessInternet users have new expectationsA static Website will no longer cut the mustardNeed an entire (Social) Web presence to succeedSEO is not enough, need to increase your reach...

The Social Web

Is more than just blogging and social networkingMedia communities (Flickr/YouTube)Social Bookmarking & Crowd Sourced News sites (delicious and digg)Viral widgets and social applicationsSocial media newsroomsDocument sharing (Scribd)Social pages (Squidoo, Hubpages)

All built using similar technologies, so they are easily integratedAnd all are free!

Building a Solid Foundation in the Social Web

Create a strategyPrepare your contentImplement and optimize your toolsIntegrate your toolsEvaluate what is working

A Realistic Beginning Strategy

BlogFacebook presenceLinkedIn profileTwitter accountFlickr accountYouTube account

Preparing Your Content

Key Terms! Key Terms! Key Terms!

Use Google Keyword Tool to research good key terms (AKA keywords/tags)Use them in:

Blogs:In post body, within titles, as categories and tags

Social networking:In profiles, postings, and status upgrades

Images and Video Clips:In file names, descriptions, and tags

Questions...

?

Implementing and Optimizing Tools: Blogs

What is a Blog?Chronological and categorized list of entriesA blog is an RSS feed

What is an RSS feed?RSS=Really Simple SyndicationA “simple” way to subscribe to informationNew entries are “fed” to subscribers automaticallyThink of it as a steady stream or flow of information...


Options for starting a blog:Host it yourself (WordPress.org)Free or nearly free options:

WordPress.comTypepad.comBlogger.com


Optimizing your blog:Remember your key termsAdd your blog to FeedBurner.comUse a good search engine optimization pluginAdd to many blog directories like TechnoratiMake it easy for others to subscribe and share...

Blog Subscription Options

Subscribing to a Blog via Email

Subscribing to a Blog via Feed Readers

Mercury Mambo Business Development

Objective – Hispanic marketing firm wants to

demonstrate expertise in Hispanic markets

Strategy– Accolades PR assisted with

technical set-up, content and strategies of their company blog

Result– Firm’s blog gained top 5 Hispanic

marketing blog status– Blog helped establish agency’s

credibility; gained speaking opportunities to provide Hispanic marketing training to PR firms.

Questions...

?

Implementing and Optimizing Tools:Social Networking (Facebook, LinkedIn)

Represent yourself authenticallyFollow submission guidelinesJoin or start groupsUse key terms in your profilesUse applications to enhance your presenceKnow the difference between a Facebook Profile and a Facebook Page...

A Facebook Page is for YourBusiness

A Facebook Profile is for You

AnOptimizedProfile(LinkedIn)



Interactive Austin 2009Objective

– Increase IA09 conference visibility and attendance

Strategy– Use traditional online marketing

and social media tools, including Twitter, LinkedIn and Facebook

Result– Gained visibility by over 2.4

million Twitter followers – Increased event attendance by

100 new attendees

Questions...

?

Implementing and Optimizing Tools: Micro-Blogging (Twitter)

As a blogging tool: used for posting short posts or updatesAs a social network: used to interact in real-timeBusinesses and individuals gain “followers”

Implementing and Optimizing Tools: Micro-Blogging (Twitter)

Keep a consistent messageUse key terms in posts to aid in searchUtilize directories like WeFollow.comUtilize tools like TweetDeck and HootSuite“Tastefully” personalize your Twitter page – Twitbacks.com is a good toolUse attribution when posting other people's info

Twitter Profile

Twitter Post Optimized for “longevity”

Dell Factory Outlet loves TwitterObjective

– Boost sales of Factory Outlet specials using Twitter as a channel

Strategy – Use Twitter to tweet unique

coupon codes

Result– Dell sold $500,000 of DFO

products directly attributable to the Twitter feed

– @DellOutlet has over 547,000 followers

Questions...

?

Implementing and Optimizing Tools:Media Communities (Flickr and YouTube)

Share images on Flickr & Video on YouTubeUse key terms in:

Files namesDescriptionsTagsMeta information Landing pages

Create playlists on YouTube even if you don't have video of your own

Dalton Publishing's Flickr Account

Dalton Publishing's YouTube Playlists

Questions...

?

Integrating Your Social Web Presence

Social Web is an integrated systemMake your tools work together using:

RSS feedsWidgets & BadgesApplications & Plugins

Integrating with RSS Feeds

Integrated FacebookProfile

Integrating with Widgets & Badges

Integrating with Applications

Questions...

?

What we have done so far...

Created our strategyPrepared our contentImplemented and optimized our toolsIntegrated our tools

Final Step: Evaluate What is Working

Phase out tools that are not workingIntegrate & optimize new tools carefullyKeep abreast of new features in existing toolsOnly you know what is working best for your business...

Flamingo-A-Go-Go for Planet CancerObjective

– Increase community support, attendance at the annual fundraiser

Strategy– Use a combined social media &

PR campaign, which could be duplicated in other cities

Result– In two months, the charity’s

Facebook community grew from 0 to 712 members; 80,000 Twitter followers

– Reached fundraising goals and maintained donations while most non-profits experienced 40% decrease in donations

Questions...

?

Thank you for participating!Upcoming Webinars and workshops:

Visit SocialMediaPower.com for info...

Cynthia Baker @cynthiabaker

AccoladesPR.com & [email protected]

Deltina Hay @socialmediapwr & @deltina

SocialMediaPower.com & [email protected]

Technology

Deltina Hay Social Media for AEN