Lisa Myers session on Social Media 101 at SES London 2010.

1. Social Media 101
Lisa Myers
CEO, Verve Search

2. About Lisa Myers
• Director & Founder, Verve Search
(Search Consultancy – SEO, PPC & Online PR/Social Media)
• Regular speaker at SES, SMX, A4U, IAB, B2B Events
• Regular contributor to on and offline publications
• Heavily involved in the global Search Community, founded
SEO-chicks.com and also blogs for newly founded European search blog
stateofsearch.com
Awards
• Management Today “35 women under 35” list 2009
• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)
• “B2B Marketing Newcomer of the Year” (2007)

3. Social Media 101
What does Social Media actually mean?
“Social Media is an umbrella term that defines the
various activities that integrate: technology, social
interaction and the construction of words, pictures,
audio and video.”

4. People Trust Other People

5. What it definitely isn‟t!

6. Thinking you are “building” a house
by just holding the hammer..

7. WORLDof Mouth
WORD of Mouth
• The speed of which Social Media enables
communication means it is now WORLD
of Mouth
• The key with Social Media is “Listening
first – selling second!!”

8. The Social Media Revolution
Source: Socialnomics.net

9. Social Media Elements
Content
Marketing
Social Media
Networks Link baiting
Viral Social Media Site Seeding
ORM and
Blogging
Monitoring

10. What is Your Objective?
• Branding/Awareness
• Traffic generation
ALL?
• Link generation
• Conversions

11. Audience
• Who‟s your target audience?
• Age, gender, location?

12. Blogging
• Blogging became main stream and a
serious marketing tool in 2006
• There are over 200,000,000 blogs (yep
that‟s 200 MILLION)
• Of which 54% post content or tweet daily
• 34% of bloggers post opinion on products
and services

13. Blogging – the opportunity
• Give your product/services a personable voice
• Develop a positive online reputation
• Expansion of content, reaching a wider audience
BUT
It‟s not as easy as setting up and go...

14. Before you start
• What is going to be the main topics of the
blog (categories)
• Who is going to be blogging (source
appropriate bloggers)
• Who is going to be managing the blog?

15. Blogs need Personality

16. StateofSearch.com

17. Top Tips
• Find the right blogger(s) with a personality
• Use Wordpress
• Current Favourite Plugins:
- Tweetmeme
- Sexybookmarks
- All in one SEO Pack
- Post avatar (unless not part of design)
- Vodpod (easy way of incorporating videos)

18. Social SEO
• When doing Social Media, ALWAYS keep
SEO in mind.

19. The Linkerati is also the Socialrati
Internet Population
“Social” Internet Population
Linkerati

20. Link Baiting
• A piece of digital content specifically
created to boost link equity to a domain,
thus also contributing to increased ranking
• The link baiting content has to be on the
domain you are wanting to increase link
equity for

21. Myheritage.com (2007)
• Generated Over 100,000 links
• BUT NO On Page SEO!

22. SEO Wars – “Fun Campaign”
Generated <100 links with
Anchor text “SEO Wars”
+ buzz and recognition

23. Viral
• Usually larger campaigns but does not
mean it has to cost loads of money
• Viral campaign usually appeal to a broader
range of people (thus spreading quicker
and to a wider audience)

24. Absolutely Completely Must Be
Good creative/idea + solid execution
elements for a Viral is CRUCIAL to success!
All the tweeting, digging, stumbling and buzz
building in the world will NOT work if the
idea is rubbish!!

25. Twitter

26. Top Twitter Tips
• Don‟t over think it, be personable.
• Share information, links.
• Listen.
• Use #hastags to organise and search
• Twitterlists are useful if you are following
hundreds. Also to discover new people.

27. Tweetdeck – organise your Twitter

28. Scheduling Tweets

29. Free Social Monitoring Tools
www.socialmention.com
www.blogpulse.com
www.tweetbeep.com
http://klout.com/
http://tweetmeme.com

30. Socialmention

31. Paid Monitoring tools
• www.radian6.com
• http://www.trackur.com/
• http://www.sentimentmetrics.com/

32. Facebook
• If Facebook was a country it would be the
4th largest in the world
• More than 400 million active users
• 50% of users log on every day
• 35% of users update their status each day
• Over 3 billion photos uploaded each month

33. Facebook Fan Page
Pros
• Pages are indexed by external search engines such as Google
• You can add a vanity URL for fan pages
• Integrate twitter and blog feeds
• Member statistics (demographics)
Cons
• You can‟t send a message to all members, only send „updates‟
which user behaviour denotes no one really pays attention to
• You do not get post notifications (if someone writes on the wall you
do not know meaning the opportunity for communication is missed)
• Can‟t send bulk invites to people (asking them to join)

34. Facebook Group
Pros
• Allows you to send out “bulk invites”
• Can send direct messages to all members
• Ability to pre-approve members before they can join
Cons
• Not indexed by search engines
• Lose message feature if group grows bigger than 5,000 member
• Cant sync with blogs or twitter posts
• No vanity URLs

35. YouTube
• YouTube is fast evolving into a search
engine with its very own algorithm (2nd
biggest search engine out there)
• Algorithm includes allot of similarities to
the search engines;
- Views
- Comments
- Content optimisation
- Links => which increases views etc

36. INTEGRATE
Your Website
Your Fabulous
Blog

37. Case Study – City Inn

38. City Inn Advent Calendar

39. City Inn Advent Calendar
• Generated the equivalent of 50% of their
average monthly traffic
• Increased email database considerably
• Significant visibility and reach through
referring traffic
• Twitter followers increased by 300%

40. City Inn YouTube Channel

42. When you get to know your neighbour you are likely to
talk about something trivial like the weather. You don’t
go straight into personal details!

43. If it‟s too good to believe, it probably is.
• There are so many stats out there that
makes Social Media sound like the best
thing since sliced bread.
• The social media tidal wave is here, just
don‟t get swept away.
• Think before you go! And trust your
instintct!

44. Online Way of Speaking –
in the Real World
“You are such a boring speaker ”
Follow on twitter via #sessocial
Video will be posted on stateofsearch.com

45. Thank You!
@lisadmyers
Email: lisa@vervesearch.com
Web: www.vervesearch.com Twitter: @VerveSearch
www.seo-chicks.com Twitter: @SEOChicks