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Mais de UPES Dehradun (20)
Social Media Dynamics - Power of Influencers
- 1. Social Media Dynamics
POWER OF INFLUENCERS
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- 2. What’s Happening
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In this new media landscape, we
are all audience, journalist, editor
and source – all at once!
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- 3. The types of social media
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Content-based social media marketing
Content sites
Focuses on the content to
be posted and passed
around: blogs, videos,
photos, news stories,
podcasts
Or bookmarks to the content
Feeds viral marketing Bookmarking sites
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- 4. Personality-based social media marketing
Consumer companies
create character
profiles, but may not be
the best marketing for
IT companies
IT consultants create
professional profiles
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Interest-based social media marketing
Communities form around
topics of interest, such as
message boards and
specialty search engines
IT marketers must get into these
conversations
Maybe social bookmarking sites fit into this
category, too
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- 5. Fantasy-based social media marketing
Virtual worlds, inhabited
by avatars, allow fantasy
lives that marketers wish
to be part of—Apple, IBM,
and other companies
already play
Kids have their worlds
too
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Social media marketing can be planned
Choose interesting
topics for your
stories—just like good
old public relations
Use good titles and
descriptions—just like <title>
search marketing
Make it easy to
bookmark, (that’s not
silly)
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- 6. Why Do We Use Social Media?
Marketing/Branding
► Be where the action is
► Be part of the discussion
► “bond with the brand”
► Create more loyalty, respect
► Admissions
Public Relations/Reputation Management
► Supreme efficiency
► Monitoring of discussions, anticipate issues
► Humanize stories
► Emergency communications
Alumni Relations
► Continue ties with alumni
September 2011
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Facebook commands consumer time and attention
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- 7. September 2011
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Outbound Marketing
800-555-1234
Annoying
Salesperson
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- 8. Inbound Marketing
Blog SEO Social
Media
September 2011
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Rethinking Marketing
Outbound Marketing Inbound Marketing
Telemarketing SEO / SEM
Trade shows Blogging
Direct mail Social Media
Email blasts RSS
Print ads Free tools / trials
TV/radio ads PR / Buzz
Interruption Permission
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- 9. Standard classifications of discussion
Acknowledging receipt of Giving a heads-up
information Responding to criticism
Advertising something Giving a shout-out
Answering a question Making a joke
Asking a question Making a suggestion
Augmenting a previous post Making an observation
Calling for action Offering a greeting
Disclosing personal Offering an opinion
information
Putting out a wanted ad
Distributing media
Rallying support
Expressing agreement
Recruiting people
Expressing criticism
Showing dismay
Expressing support
Soliciting comments
Expressing surprise
Soliciting help
Starting a poll
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Why is This So Tough?
© 2005 IBM Corporation
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- 10. Marketers have to give up control
We don’t control the message
The message is changed, rebutted, parodied, and
misconstrued by our audience
Even if our audience is
small, they are key
voices to us
We must modify what
we say in response
Every day
37 September 2011
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Social media marketing can be a big challenge
Companies must coordinate these techniques
But they usually can’t centralize them
Every Web page must be
There can’t be any blogging written for link baiting
department
Any employee can troll a Every employee can
message board represent your
company
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- 11. How do you coordinate across your company
Evangelism, training, and policies
Employee Blogging Policy
Blogs may not contain any company confidential
information.
All bloggers must be approved by their managers
before publishing their first entry.
Blogs may not contain any advertising.
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The Three Rs of Marketing 2.0
Real No more of the old marketing hype.
Tell the truth. Admit your mistakes.
Relevant You can’t interrupt people anymore.
You must have what they want.
Responsive Marketing is no longer
a monologue.
You must answer
your customers.
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- 12. Do it wrong quickly and then fix it
Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two years…
…Do it wrong quickly, and then fix it
Let the market tell you
what works and what doesn’t
And then quickly do it better
Listen, learn, and adjust
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Basic tips for using social media
Don’t duplicate your Web site, brochure, newsletter
Start with your friends
Embrace your audience
Keep it personal, real & authentic
► Encourage individuals, not departments, to maintain institution
blogs
► To drive engagement, encourage personal opinions and
anecdotes
Use often
Build maintenance time into your schedule
Encourage participation
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- 13. September 2011
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Real business examples
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- 16. 25% of SEO = On Page
• Description
• Keywords
• Alt text on images
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25% of SEO = On Page
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold
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- 17. 75% of SEO = Off Page
• Recommendations from friends
1. “I know Ashish Bharadwaj”
2. “Sowmya Iyer is a marketing expert”
3. You trust the person saying this
• Links are online recommendations
1. A link: analytics.google.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
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- 18. Unfortunately…
Most companies are still treating social media as another marketing
channel
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When in fact its so much more…
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- 29. Social Media Marketing
How to Create Successful Profiles & Content
Use your website's name or a single person's name from the
website (preferably this person would also be a blogger at the
site).
Create robust profiles – use a consistent photo and take the
time to create content at each site
Comment at and build relationships with other site users – go
for popular/well-linked-to pages on the site for your
comments/interaction, as these will give you the most link cred
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Social Media & Community Sites to Target
Digg
Add Content to Digg for
traffic, links & linkbaiting
Embed “Digg this” buttons on
sites to allow users to submit
content for you
Building a robust Digg profile
and using the site
consistently can increase
www.digg.com your ability to promote
content
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- 30. Social Media & Community Sites to Target
Del.icio.us
Every blog, article or relevant
page can be tagged at
Del.icio.us in a user account
For maximum benefit, label
with popular tags, tag only
that content that's most
exciting and build a profile
that others will add to their
“friends” list
del.icio.us
Embed Del.icio.us buttons on
content to allow users to
easily tag/favorite it
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Social Media & Community Sites to Target
Flickr
Upload industry-relevant and
useful photos; consider
photographing an event,
conference or important
location for your field.
Use popular tags and
encourage linking &
comments by sharing the
photo-stream on your blog
and other public profiles.
www.flickr.com
Add links to your profile and
to relevant photos (in
comments)
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- 31. Social Media & Community Sites to Target
Reddit
Submit interesting news,
tech, political or personal
content – multimedia works
are also accepted.
Communicate through
Reddit with other members,
vote on content and
member comments.
reddit.com Install Reddit bookmarklets
or embedded buttons on
your site.
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Social Media & Community Sites to Target
Newsvine
Create a profile with
keywords that will become
your Newsvine subdomain.
Submit news stories,
comment on popular stories,
create connections with
regular users.
Vote on “vine” content to
increase its visibility
www.newsvine.com
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- 32. Social Media & Community Sites to Target
StumbleUpon (Toolbar)
Install the toolbar to stumble,
vote on pages and submit
items
Submit relevant content in
appropriate (preferably
popular) categories with a
description+tags
www.stumbleupon.co Connect with other users via
m “friends” tab, based on
content preferences
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Social Media & Community Sites to Target
Technorati
Create a profile and claim
any blogs you control
Favorite other users' blogs
and invite those who read
your blog to favorite it
Apply relevant, high-profile
tags to your blog posts when
www.technorati.com pinging Technorati – you'll
rank as long as you are the
most recent to write about a
topic.
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- 33. Social Media & Community Sites to Target
MySpace
Create a user profile and
connect with well-linked-to
users to build your visibility
Link out to your sites/blogs
from your pages and from
others' comments section
Create corporate profiles and
customize – these often
become well linked-to by
MySpace users
www.myspace.com
September 2011
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Social Media & Community Sites to Target
Yahoo! Answers
Create a profile and begin
answering questions that you
can provide excellent
answers
The better your answers, the
higher your profile on the site
– leverage this to point to
links/content that will help you
promote
Add data/links in your user
profile, too and ask questions
that have the chance to be
answers.yahoo.com featured
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- 34. Social Media & Community Sites to Target
Google +
Create content under your
site's brand inside Co-op
Almost any high quality,
structured data can receive
inclusion into Google Co-op
To be listed in the directory,
you must be editorially
reviewed by Google's staff –
but a listing can create
http://Plus.google.com listings in the SERPs and a
high profile link
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Social Media Worst Practices
Being Fake in any way
Not listening
Being ignorant to formal and social etiquette
Being pushy or overtly ‘sale-sy’ in participation
Approaching social media channels as silos
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