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Social Networking
= Social Marketing
Twitter, Blogs, FaceBook 
        & More…
Website Timeline




Social Networking = Social Marketing
Social Networking = Social Marketing
What is Social Networking?




                                                   Social Networking = Social Marketing
• Is the use of social media software to create 
  or maintain connections
• It is more than just marketing because it 
  includes requires the development of 
  relationships based on shared interests
• A dependant on common 
  values/interests/objectives
• More targeted then other promotions
Social Networking = Social Marketing
What isn’t Social Networking?




                                            Social Networking = Social Marketing
• An opportunity to force feed sales 
  information to people
• A new form of spam
• An open tap to send out your marketing 
  materials and sell, sell, sell
• A waste of time
• Difficult/Complex
Why Should I Care?




                                                   Social Networking = Social Marketing
• Social Networking sites are engaged by ever 
  increasing numbers of people – of all ages, 
  demographics and target markets
• Create a strong connection and have the 
  ability to foster a strong brand relationship 
  based on trust and shared goals
• Are fast, easy, and highly efficient 
  communications tools to setup and manage
Some Basics




                                         Social Networking = Social Marketing
•   Social Networking Sites
•   Wikis and other information shares
•   Blogs
•   Free Media
    – Article Sites
    – Video Sites
    – How‐to Sites
    – Presentation Sites
Facebook




                                                       Social Networking = Social Marketing
• Finding and connecting to friends, family, people 
  with similar interests
• Do you own your name? your business’s name?
• The double edged sword, be careful how you 
  setup or you will have things on your wall that 
  you would rather not (like gum under the desk)
• http://www.facebook.com/toddreade
Social Networking = Social Marketing
Twitter




                                                       Social Networking = Social Marketing
• Micro‐blogging site, where you “tweet” what 
  you’re doing/thinking/feeling
• Why you want to control a lot of these…
  anything relevant to you
• Post and post often, but leave time for followers 
  to react, again be social, and react to their 
  reactions ☺ Build a relationship
• Twitter posts also get indexed by Google and 
  Yahoo creating more benefit to you
• http://twitter.com/toddreade
Social Networking = Social Marketing
Linkedin




                                                  Social Networking = Social Marketing
• For professionals, by professionals
• Great connection site full of industry forums
• Also a great place to discover other 
  professionals
• http://www.linkedin.com/toddreade
Wikis




                                                     Social Networking = Social Marketing
• Creating a common language for your users, 
  clients, staff, and partners
• Example: Disney…
  – You’re not staff, you’re a “cast member”
  – You’re not a supervisor, you’re a “leader”
  – You “educate” you don’t train
  – You are not fired, you’re “encouraged to seek 
    your happiness elsewhere”
Blogs




                                                 Social Networking = Social Marketing
• Wordpress, Blogengine, reBlog, Movable 
  Type,  etc.
• Even if you already have a website you need 
  a blog page
• Search Engines LOVE Blogs because the 
  content changes more often
Blog Tips




                                                    Social Networking = Social Marketing
• Don’t use dates on your posts, that way things 
  are always fresh to someone that recently 
  discovers your site
• Make sure you have a xml sitemap (Google loves 
  these, as does Yahoo)
• Spam Blocker on HIGH, and always review every 
  comment, before you post it
• Add social media links so that people can 
  forward you on easily >> the people that they 
  send to may visit your site
Free Media:




                                                        Social Networking = Social Marketing
• The prime benefit of free media is that every 
  post creates a link back to your site 
• The more incoming links to your site:
  – The higher you rank in search engines
  – The more ways that people with similar interests 
    can find you or your product/service
Ok, I knew all this before…




                                                   Social Networking = Social Marketing
• The real benefit today is making the most of 
  all the options, we’re going to discuss:
  – Work Smarter, not harder and only do things 
    once
  – Use content more than once
  – Create Linkages so that you are on top
Doing things once




                                                    Social Networking = Social Marketing
• Tie your Feeds, Twitter and Facebook 
  together so that if you post in any one 
  location, that post reflects to all your other 
  sites
• Be careful not to post a bunch of junk 
  through feeds (remember create VALUE not 
  SPAM)
Some things are better done more 
than once




                                                      Social Networking = Social Marketing
• Develop Content Once (this Presentation) 
  and post it lots of places (IE) but each place 
  needs to be slightly re‐written so that if looks 
  fresh (these sites demand this)
• Then Make a PowerPoint from your 
  information and post that
• Then make a video of your PowerPoint and 
  post that
Socialmoorph




                                                   Social Networking = Social Marketing
• This site allows you to prep posts in advance 
  (great for time management) and to have 
  posts re‐occur periodically (great for sales 
  pieces)
• It also ensures that you follow everyone that 
  follows you (good thing as you have a 10% 
  allowance between followers and following) 
  and sends cheet messges on your behalf
RSS Feeds




                                                        Social Networking = Social Marketing
• I use RSS feeds in two ways:
  – If there is a great feed that can bring relevant 
    content to my site automatically (WWA > Aqua‐
    edu) then that’s great
  – Or if you create an excellent feed (website) and 
    then push diverse postings into your site this 
    works well too
  – Again watch for high value and low spam
Always complete a Profile




                                                   Social Networking = Social Marketing
• This is about you (or your 
  company/organization) so fill in the profile 
  and make it compelling, keep it up to date as 
  well, this help people find you
The golden rule or social networking




                                                    Social Networking = Social Marketing
• For every post that you send out about a 
  product, service or event (trying to sell) you 
  should send out between 4 and 10 pieces 
  that are of informational benefit
Integration




                                                    Social Networking = Social Marketing
• Make sure your email signatures (on 
  everything) includes all your social media 
  links so that people can follow you easily and 
  in the format that is most convienient to 
  them
Other Great Tools: Alexa.com




Social Networking = Social Marketing
Shrink




                                                  Social Networking = Social Marketing
• Budurl
• Bit.ly
• Every URL can be identified and tracked. So 
  every shrunken URL is monitored in your back 
  office, so you can see exactly how many 
  times it was clicked on.
Give Your Followers Value




                                                       Social Networking = Social Marketing
• In the social marketing world, people get to 
  choose whether to follow you or not. Your 
  “Tribe” can be fickle, and you’re only one click 
  away from being deleted! Harsh? No, just 
  reality. 
• The up‐side is that most of your competitors 
  aren’t doing it right, so it doesn’t take much to 
  become a valued member of your community 
  and build a following.
UNWRITTEN RULE




                                                                                                Social Networking = Social Marketing
•   Avoid sending people directly to a sales page! 
•   Think of social networking like one big PARTY! Mingle, have fun, and yes, 
    network. But nobody likes the person who’s all business at a party. 
•   So a fantastic way bring them into your world naturally is to send them to your 
    blog first. It’s more personal, you can choose exactly the right content to 
    promote, and it’s a friendlier, less “salesy” place.
•   Include an offer or give‐away at your blog, something that they can  choose to 
    opt in for.
•   One interesting aspect of web 2.0 (the interactive web, as opposed to the old 
    sites where you couldn’t interact of leave comments) is that as marketers we 
    focus a lot of our energy with Social Media (web 2.0) with the intent of building 
    our very web 1.0 e‐mail list! 
•   It’s a paradox, but the fact remains that building a massive e‐mail list is still a very 
    important goal, and should be an important focus of all your marketing.
Ways Of Providing Valued 
Content




                                                                                 Social Networking = Social Marketing
•   1. Ask questions! 
•   2. Answer questions that your followers have.
•   3. Share a “Tip of the day”
•   4. Share helpful tips for your industry.
•   5. Tell a joke.
•   6. Share quotes.

•   If you provide lots of value, your followers won’t mind when you insert a 
    “money tweet.” Especially once they know, like and trust you, they will 
    understand that you wouldn’t recommend anything that you haven’t 
    thoroughly tested and have a personal testimonial of.
Thoughts
• Delicious.com (Link    • Tweet 
  Social Marketing)      • Tweet Later
• Safe Lists             • Your link: 
• Facebook.com             http://followe.rs/fF6
• Linkedin.com           • http://ping.fm/
• Wordpress
• phpBBS
• subDreamer
Other Stuff




                        Social Networking = Social Marketing
•   Twitter grader
•   Tweetbacks
•   Twitter Counter
•   Twitter Feed
•   Friendorfollow
•   Twollow.com
•   Google.com/alerts

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Twitter Blogs Facebook and More - Conference 2009 (B3)

  • 4. What is Social Networking? Social Networking = Social Marketing • Is the use of social media software to create  or maintain connections • It is more than just marketing because it  includes requires the development of  relationships based on shared interests • A dependant on common  values/interests/objectives • More targeted then other promotions
  • 6. What isn’t Social Networking? Social Networking = Social Marketing • An opportunity to force feed sales  information to people • A new form of spam • An open tap to send out your marketing  materials and sell, sell, sell • A waste of time • Difficult/Complex
  • 7. Why Should I Care? Social Networking = Social Marketing • Social Networking sites are engaged by ever  increasing numbers of people – of all ages,  demographics and target markets • Create a strong connection and have the  ability to foster a strong brand relationship  based on trust and shared goals • Are fast, easy, and highly efficient  communications tools to setup and manage
  • 8. Some Basics Social Networking = Social Marketing • Social Networking Sites • Wikis and other information shares • Blogs • Free Media – Article Sites – Video Sites – How‐to Sites – Presentation Sites
  • 9. Facebook Social Networking = Social Marketing • Finding and connecting to friends, family, people  with similar interests • Do you own your name? your business’s name? • The double edged sword, be careful how you  setup or you will have things on your wall that  you would rather not (like gum under the desk) • http://www.facebook.com/toddreade
  • 11. Twitter Social Networking = Social Marketing • Micro‐blogging site, where you “tweet” what  you’re doing/thinking/feeling • Why you want to control a lot of these… anything relevant to you • Post and post often, but leave time for followers  to react, again be social, and react to their  reactions ☺ Build a relationship • Twitter posts also get indexed by Google and  Yahoo creating more benefit to you • http://twitter.com/toddreade
  • 13. Linkedin Social Networking = Social Marketing • For professionals, by professionals • Great connection site full of industry forums • Also a great place to discover other  professionals • http://www.linkedin.com/toddreade
  • 14. Wikis Social Networking = Social Marketing • Creating a common language for your users,  clients, staff, and partners • Example: Disney… – You’re not staff, you’re a “cast member” – You’re not a supervisor, you’re a “leader” – You “educate” you don’t train – You are not fired, you’re “encouraged to seek  your happiness elsewhere”
  • 15. Blogs Social Networking = Social Marketing • Wordpress, Blogengine, reBlog, Movable  Type,  etc. • Even if you already have a website you need  a blog page • Search Engines LOVE Blogs because the  content changes more often
  • 16. Blog Tips Social Networking = Social Marketing • Don’t use dates on your posts, that way things  are always fresh to someone that recently  discovers your site • Make sure you have a xml sitemap (Google loves  these, as does Yahoo) • Spam Blocker on HIGH, and always review every  comment, before you post it • Add social media links so that people can  forward you on easily >> the people that they  send to may visit your site
  • 17. Free Media: Social Networking = Social Marketing • The prime benefit of free media is that every  post creates a link back to your site  • The more incoming links to your site: – The higher you rank in search engines – The more ways that people with similar interests  can find you or your product/service
  • 18. Ok, I knew all this before… Social Networking = Social Marketing • The real benefit today is making the most of  all the options, we’re going to discuss: – Work Smarter, not harder and only do things  once – Use content more than once – Create Linkages so that you are on top
  • 19. Doing things once Social Networking = Social Marketing • Tie your Feeds, Twitter and Facebook  together so that if you post in any one  location, that post reflects to all your other  sites • Be careful not to post a bunch of junk  through feeds (remember create VALUE not  SPAM)
  • 20. Some things are better done more  than once Social Networking = Social Marketing • Develop Content Once (this Presentation)  and post it lots of places (IE) but each place  needs to be slightly re‐written so that if looks  fresh (these sites demand this) • Then Make a PowerPoint from your  information and post that • Then make a video of your PowerPoint and  post that
  • 21. Socialmoorph Social Networking = Social Marketing • This site allows you to prep posts in advance  (great for time management) and to have  posts re‐occur periodically (great for sales  pieces) • It also ensures that you follow everyone that  follows you (good thing as you have a 10%  allowance between followers and following)  and sends cheet messges on your behalf
  • 22. RSS Feeds Social Networking = Social Marketing • I use RSS feeds in two ways: – If there is a great feed that can bring relevant  content to my site automatically (WWA > Aqua‐ edu) then that’s great – Or if you create an excellent feed (website) and  then push diverse postings into your site this  works well too – Again watch for high value and low spam
  • 23. Always complete a Profile Social Networking = Social Marketing • This is about you (or your  company/organization) so fill in the profile  and make it compelling, keep it up to date as  well, this help people find you
  • 24. The golden rule or social networking Social Networking = Social Marketing • For every post that you send out about a  product, service or event (trying to sell) you  should send out between 4 and 10 pieces  that are of informational benefit
  • 25. Integration Social Networking = Social Marketing • Make sure your email signatures (on  everything) includes all your social media  links so that people can follow you easily and  in the format that is most convienient to  them
  • 27. Shrink Social Networking = Social Marketing • Budurl • Bit.ly • Every URL can be identified and tracked. So  every shrunken URL is monitored in your back  office, so you can see exactly how many  times it was clicked on.
  • 28. Give Your Followers Value Social Networking = Social Marketing • In the social marketing world, people get to  choose whether to follow you or not. Your  “Tribe” can be fickle, and you’re only one click  away from being deleted! Harsh? No, just  reality.  • The up‐side is that most of your competitors  aren’t doing it right, so it doesn’t take much to  become a valued member of your community  and build a following.
  • 29. UNWRITTEN RULE Social Networking = Social Marketing • Avoid sending people directly to a sales page!  • Think of social networking like one big PARTY! Mingle, have fun, and yes,  network. But nobody likes the person who’s all business at a party.  • So a fantastic way bring them into your world naturally is to send them to your  blog first. It’s more personal, you can choose exactly the right content to  promote, and it’s a friendlier, less “salesy” place. • Include an offer or give‐away at your blog, something that they can  choose to  opt in for. • One interesting aspect of web 2.0 (the interactive web, as opposed to the old  sites where you couldn’t interact of leave comments) is that as marketers we  focus a lot of our energy with Social Media (web 2.0) with the intent of building  our very web 1.0 e‐mail list!  • It’s a paradox, but the fact remains that building a massive e‐mail list is still a very  important goal, and should be an important focus of all your marketing.
  • 30. Ways Of Providing Valued  Content Social Networking = Social Marketing • 1. Ask questions!  • 2. Answer questions that your followers have. • 3. Share a “Tip of the day” • 4. Share helpful tips for your industry. • 5. Tell a joke. • 6. Share quotes. • If you provide lots of value, your followers won’t mind when you insert a  “money tweet.” Especially once they know, like and trust you, they will  understand that you wouldn’t recommend anything that you haven’t  thoroughly tested and have a personal testimonial of.
  • 31. Thoughts • Delicious.com (Link  • Tweet  Social Marketing) • Tweet Later • Safe Lists • Your link:  • Facebook.com http://followe.rs/fF6 • Linkedin.com • http://ping.fm/ • Wordpress • phpBBS • subDreamer
  • 32. Other Stuff Social Networking = Social Marketing • Twitter grader • Tweetbacks • Twitter Counter • Twitter Feed • Friendorfollow • Twollow.com • Google.com/alerts