This document discusses using social media for business purposes. It defines social media and lists common social media platforms like Facebook, LinkedIn, YouTube, blogs and Twitter. It provides tips for how to promote a business on each of these platforms, and discusses how brands can measure their social media effectiveness. Examples are given of successful social media marketing campaigns like "Where the Hell is Matt?" and "Compare the Meerkat". The document encourages businesses to define objectives, connect with influencers, and promote across multiple social media channels to boost awareness, traffic and sales.

1. Social Media for Business
Kevin Gibbons
Director of Search, SEOptimise

2. What is social media?
 Online marketing strategy
 Web 2.0 - User generated content
 Integration with offline marketing
 Compliments SEO as link building tactic
 Can be combined with online promotion activities

3. What types of social media are there?
 Social networking
 Social news/bookmarking
 Photo sharing
 Video & podcasting
 Blogs and forums
 Micro-blogging
 Wikis

4. Social Networking - Facebook

5. How to promote using Facebook
 Connect with a relevant audience
 Post a link
 Create a fan page or group
 Invite people to an event
 Create an application

6. Social Networking - LinkedIn

7. How to promote using LinkedIn
 Connect with friends, colleagues & clients
 Network with industry contacts
 Complete your profile fully
 Answer questions
 Create a company profile
 Advertise for jobs

8. Social Bookmarking - StumbleUpon

9. How to promote using StumbleUpon
 Make friends with like-minded people
 Vote (thumbs up) for stories you like
 Review your favourite stories
 Submit content
 Ask for votes
 Help similar users with votes

10. Photo Sharing - Flickr

11. How to promote using Flickr
 Upload good photography & interesting pictures
 Connect with similar users
 Join relevant groups
 Submit photos to groups
 Allow your content to be used online
 Interact by leaving comments
 Link to website from popular images

12. Video - YouTube

13. How to promote using YouTube
 Create interesting content!
 Select relevant category
 Optimise with relevant text to improve YouTube search
rankings
 Use tags for local keywords
 Allow embedding of videos
 Target niche video sites, not just YouTube

14. Blogging - SEOptimise

15. How to promote using blogs
 Write frequently updated content of a specific theme
 News hook – interesting, comical or bizarre stories
 Encourage RSS/email subscription
 Link to and connect with relevant bloggers
 Use a recognised blog CMS such as WordPress
 Optimise for search engines
 Submit for Google News inclusion

16. Microblogging - Twitter

17. How to promote using Twitter
 Find users with similar interests
 Find local users
 Promote your profile online
 Communicate with followers
 Frequency of updates
 Manage customer support & feedback

18. Wikis - Wikipedia

19. How to promote using Wikipedia
 Add a link to an existing relevant Wikipedia page
 Create your own Wikipedia page

20. How are brands using social media?
Examples of successful SMM Campaigns:
 Where the Hell is Matt?
 Compare the Meerkat

21. Where the hell is Matt?

22. Results – wherethehellismatt.com
 Sponsored by Stride Gum as viral marketing campaign to
travel the world and record two more videos
 Over 30 million video views on YouTube
 Hit Digg homepage 4 times, 1 story with 8,234 votes
 StumbleUpon – 417 favs & 122 reviews
 84,735 inbound links reported in Yahoo!
 Media coverage from BBC, Guardian, Times Online etc…
 Now ranks #1 in Google UK & Global for “Matt”

23. Results – wherethehellismatt.com
 Huge online traffic buzz:

24. Compare The Meerkat

25. Results – comparethemeerkat.com
 YouTube – 150,000 video views

26. Results – comparethemeerkat.com
 234,206 fans on Facebook

27. Results – comparethemeerkat.com
 6,318 Twitter followers:

28. Results – comparethemeerkat.com
 Traffic: comparethemarket.com vs comparethemeerkat.com

29. Results – comparethemeerkat.com
 Inbound links: 5,713 (Yahoo! Site Explorer)
 3,012 blog mentions (Google Blog Search)
 Visits to Comparethemarket.com increased by 86%

30. How can you measure social media?
 Traffic
 Conversions
 Brand awareness & online reputation
 Customer support & communication
 Feedback & reviews
 Media attention
 Link bait

31. How can you use social media?
1) Define main objectives
2) Highlight your online audience
3) Brainstorm ideas, be creative
4) Connect with social media influencers
5) Push to multiple social media channels
6) Use online PR to promote to journalists & bloggers

32. Questions?
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