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Tips & Traps
in Social Media Marketing




     Presenter – Chris Kenney
Introductions


       Chris Kenney

       • Principal, Coco Design

       • Singer & Bass player, 4 Bands

       • 583 sites on the Internet when
         I built my first website

       • Internet marketing strategist

       • Not an “expert”

Tips & Traps in Social Media Marketing        Chris Kenney © 2011   2
Tips-n-Traps to expect today



                                               • Facebook T N T
                                               • Twitter T N T
                                               • LinkedIn T N T
                                               • YouTube T N T



Tips & Traps in Social Media Marketing   Chris Kenney © 2011      3
Social media strategy

                                                                         Mapping
•    Traditional and social web
     lines are blending…
     and this is just the beginning                                                 LinkedIn
                                                        Content          Blogs /
                                                                         Wikis
                                              PR /
•    Strategy…have one!                                                             Forums
                                              News
     Write it down
                                                                    S
                                                        Web              Social
•    Part of your overall                Workflow                   M                 Facebook
     communication /                                    Site             Media
     marketing plan                                                 M
                                             Search                                 Twitter
•    Establish
       –    SM policy                                   Analytics
                                                                         Ratings
       –    Voices
       –    Message                                                                 YouTube

       –    Frequency                                                   Bookmarks
       –    Etc.
Tips & Traps in Social Media Marketing      Chris Kenney © 2011                                4
Social media mantra

• Control is an illusion
       – Power to the public, THEY are in control
       – Control freaks are left behind
       – Learn to let go… yeah, tell that to the lawyers
• It is all about engagement
       – It’s not about you, it’s about us
       – It’s about connections, relationships
       – It’s about communicating with, not at



Tips & Traps in Social Media Marketing   Chris Kenney © 2011   5
Facebook

•    Set up a Fan Page - ask for article.
•    Tip  Do not use a personal profile
     for an organization
•    Great communication channel
•    Naming trap  You only get one chance for
     both the page title and the vanity URL
•    Naming Tip  You need 25 fans (likes) to
     get a vanity URL - Facebook.com/username/
•    Facebook is a cocktail party, don’t push
•    Become a resource for your fans
•    Promote events




Tips & Traps in Social Media Marketing     Chris Kenney © 2011   6
Facebook

Tip  Do not use a personal profile
for an organization


•    Trap  Created 4 profiles


•    Trap           Set up band as profile


•    If you get a request from a business
     to be their friend they are in violation
     of the terms of use




Tips & Traps in Social Media Marketing        Chris Kenney © 2011   6
Facebook naming traps
                                                           Vanity URL




                                                                    Page Title




        Caps




Tips & Traps in Social Media Marketing   Chris Kenney © 2011                     7
Facebook promoting page




Tips & Traps in Social Media Marketing   Chris Kenney © 2011   7
Facebook

• Fan Page Report
Facebook

• Fan Page Report
Twitter


• Great PR channel
  if used properly

• Opportunity to engage

• Monitor brand mentions

• Control – learn to let go

• Tip  80/20 rule

• Be innovative

Tips & Traps in Social Media Marketing     Chris Kenney © 2011   8
Twitter


• Christi McNeill is nuts
  about Southwest Air! 1m

• Monitor brand mentions

• Twitter only promotions

• Tip  80/20 rule

• Two events on twitter
  •Kevin Smith - 1.7
  •Plane in the Hudson

Tips & Traps in Social Media Marketing     Chris Kenney © 2011   8
Twitter


View Mentions & Saved Search Quickly




Tips & Traps in Social Media Marketing     Chris Kenney © 2011   8
LinkedIn


• JUST DO IT!

• Professional networking vs. social networking

• Twitter and blog feeds

• Tip  Great incoming link opportunities for SEO
  to your website, blog & YouTube channel

• Tip  Answer Questions
Tips & Traps in Social Media Marketing     Chris Kenney © 2011   9
LinkedIn link juice




Tips & Traps in Social Media Marketing    Chris Kenney © 2011   10
LinkedIn - Six degrees




Tips & Traps in Social Media Marketing   Chris Kenney © 2011   10
LinkedIn - Questions & Answers




Tips & Traps in Social Media Marketing   Chris Kenney © 2011   9
YouTube


• Excellent way to drive traffic

• Tip  Front weight your title &
  description with keywords

• Tip  Strong call to action in video description

• Tip  Add keyword tags

• Tip  Link back to your website

Tips & Traps in Social Media Marketing     Chris Kenney © 2011   11
YouTube


• Haulers crashed our
  server

• 100 requests per sec

• 176,000 subscribers at
  the time




Tips & Traps in Social Media Marketing     Chris Kenney © 2011   11
Maps & Ratings




Tips & Traps in Social Media Marketing        Chris Kenney © 2011   12
Maps help with SEO




Tips & Traps in Social Media Marketing   Chris Kenney © 2011   13
Slideshare (bonus)

• World's largest
  community for
  sharing presentations

• Business media site for sharing presentations,
  documents and pdfs

• Think of it as YouTube for presentations

• http://Slideshare.net / CocoDesign

Tips & Traps in Social Media Marketing   Chris Kenney © 2011   14
Thank you… thankyouverymuch


                                         LinkedIn.com / in / WebJunkie

                                          SlideShare.net / CocoDesign

                                                       http://ChrisKenney.net

                                                Twitter.com / chriskenney

                                                  chrisk@cocodesign.com



Tips & Traps in Social Media Marketing   Chris Kenney © 2011                15

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Tips & traps in social media marketing

  • 1. Tips & Traps in Social Media Marketing Presenter – Chris Kenney
  • 2. Introductions Chris Kenney • Principal, Coco Design • Singer & Bass player, 4 Bands • 583 sites on the Internet when I built my first website • Internet marketing strategist • Not an “expert” Tips & Traps in Social Media Marketing Chris Kenney © 2011 2
  • 3. Tips-n-Traps to expect today • Facebook T N T • Twitter T N T • LinkedIn T N T • YouTube T N T Tips & Traps in Social Media Marketing Chris Kenney © 2011 3
  • 4. Social media strategy Mapping • Traditional and social web lines are blending… and this is just the beginning LinkedIn Content Blogs / Wikis PR / • Strategy…have one! Forums News Write it down S Web Social • Part of your overall Workflow M Facebook communication / Site Media marketing plan M Search Twitter • Establish – SM policy Analytics Ratings – Voices – Message YouTube – Frequency Bookmarks – Etc. Tips & Traps in Social Media Marketing Chris Kenney © 2011 4
  • 5. Social media mantra • Control is an illusion – Power to the public, THEY are in control – Control freaks are left behind – Learn to let go… yeah, tell that to the lawyers • It is all about engagement – It’s not about you, it’s about us – It’s about connections, relationships – It’s about communicating with, not at Tips & Traps in Social Media Marketing Chris Kenney © 2011 5
  • 6. Facebook • Set up a Fan Page - ask for article. • Tip  Do not use a personal profile for an organization • Great communication channel • Naming trap  You only get one chance for both the page title and the vanity URL • Naming Tip  You need 25 fans (likes) to get a vanity URL - Facebook.com/username/ • Facebook is a cocktail party, don’t push • Become a resource for your fans • Promote events Tips & Traps in Social Media Marketing Chris Kenney © 2011 6
  • 7. Facebook Tip  Do not use a personal profile for an organization • Trap  Created 4 profiles • Trap  Set up band as profile • If you get a request from a business to be their friend they are in violation of the terms of use Tips & Traps in Social Media Marketing Chris Kenney © 2011 6
  • 8. Facebook naming traps Vanity URL Page Title Caps Tips & Traps in Social Media Marketing Chris Kenney © 2011 7
  • 9. Facebook promoting page Tips & Traps in Social Media Marketing Chris Kenney © 2011 7
  • 12. Twitter • Great PR channel if used properly • Opportunity to engage • Monitor brand mentions • Control – learn to let go • Tip  80/20 rule • Be innovative Tips & Traps in Social Media Marketing Chris Kenney © 2011 8
  • 13. Twitter • Christi McNeill is nuts about Southwest Air! 1m • Monitor brand mentions • Twitter only promotions • Tip  80/20 rule • Two events on twitter •Kevin Smith - 1.7 •Plane in the Hudson Tips & Traps in Social Media Marketing Chris Kenney © 2011 8
  • 14. Twitter View Mentions & Saved Search Quickly Tips & Traps in Social Media Marketing Chris Kenney © 2011 8
  • 15. LinkedIn • JUST DO IT! • Professional networking vs. social networking • Twitter and blog feeds • Tip  Great incoming link opportunities for SEO to your website, blog & YouTube channel • Tip  Answer Questions Tips & Traps in Social Media Marketing Chris Kenney © 2011 9
  • 16. LinkedIn link juice Tips & Traps in Social Media Marketing Chris Kenney © 2011 10
  • 17. LinkedIn - Six degrees Tips & Traps in Social Media Marketing Chris Kenney © 2011 10
  • 18. LinkedIn - Questions & Answers Tips & Traps in Social Media Marketing Chris Kenney © 2011 9
  • 19. YouTube • Excellent way to drive traffic • Tip  Front weight your title & description with keywords • Tip  Strong call to action in video description • Tip  Add keyword tags • Tip  Link back to your website Tips & Traps in Social Media Marketing Chris Kenney © 2011 11
  • 20. YouTube • Haulers crashed our server • 100 requests per sec • 176,000 subscribers at the time Tips & Traps in Social Media Marketing Chris Kenney © 2011 11
  • 21. Maps & Ratings Tips & Traps in Social Media Marketing Chris Kenney © 2011 12
  • 22. Maps help with SEO Tips & Traps in Social Media Marketing Chris Kenney © 2011 13
  • 23. Slideshare (bonus) • World's largest community for sharing presentations • Business media site for sharing presentations, documents and pdfs • Think of it as YouTube for presentations • http://Slideshare.net / CocoDesign Tips & Traps in Social Media Marketing Chris Kenney © 2011 14
  • 24. Thank you… thankyouverymuch LinkedIn.com / in / WebJunkie SlideShare.net / CocoDesign http://ChrisKenney.net Twitter.com / chriskenney chrisk@cocodesign.com Tips & Traps in Social Media Marketing Chris Kenney © 2011 15