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Content is King<br />Creating content to drive business<br />

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Who is This Guy?<br />Currently –<br />Director of Marketing TurnHere<br />Co-Founder Social Media Club Orange County<br />Blogs at ReelSEO.com, OC Register Social Sunday, pmorganbrown.com<br />Previously –<br />Founder and Editor, BlownMortgage.com<br />Co-Founder of New Day Trust Mortgage<br />Sr. Account Exec, Inter@ctivate, online marketing<br />Dir. of Operations, SalesMountain.com<br />

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Agenda<br />Why content?<br />Facebook <br />YouTube<br />Twitter <br />Flickr<br />

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What’s it All About?<br />Connections<br />With customers<br />With media<br />With suppliers<br />With influencers<br />With colleagues<br />With people<br />

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What’s it All About?<br />Authority<br />Build a reputation<br />Demonstrate expertise<br />Share information<br />Help people<br />http://www.flickr.com/photos/macwagen/131360868/<br />

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What’s it All About?<br />Value<br />For customers<br />For the community<br />For others<br />For you<br />http://www.flickr.com/photos/schlachet/3366994378/<br />

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You need a plan,<br />

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and a Framework.<br />People – identify owners and responsibilities<br />Objectives – identify goals of social media efforts<br />Strategies – identify strategies, messages and tactical execution<br />Technologies – identify technologies, communities, measurement and monitoring<br />

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Facebook<br />

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Σ<br />u w d<br />e ee<br />edges e<br />u wd<br /><ul><li>affinity score between viewing user and edge creator

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weight for this edge type (create, like, tag, etc.)

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time decay factor based on how long ago edge was created</li></li></ul><li>Create a Page<br />

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Add Your Photo<br />Max size is 200 x 600<br />

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Import Your Blog<br />

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Add Photos & Video<br />

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Import Twitter<br />

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Create a Landing Page<br />

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Engage<br />

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Know Your Audience<br />

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Build Your Fan Base<br />

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Share Content<br />

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YOUTUBE<br />

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32,410,886,000<br />January 2010<br />http://www.comscore.com/Press_Events/Press_Releases/2010/3/comScore_Releases_January_2010_U.S._Online_Video_Rankings<br />

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Consumers Search for Videos<br />Search Engines by Query Volume:<br />Google<br />YouTube<br />Yahoo!<br />

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A video is 50 times more likely than a text page on the same topic to appear on Google’s first page of search results.<br />Forrester Research: The Easiest Way to a First-Page Ranking on Google, January 2009<br />

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Set Up Your Channel<br />

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Set Up Your Channel<br />

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Set Up Your Channel<br />

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Set Up Your Channel<br />

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Creating Video Content<br />Meet a need<br />Pay attention to production value<br />Optimize for YouTube search<br />Create a call to action<br />

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Easy Video Content<br />Product demos<br />Company overviews<br />How-to videos<br />Customer testimonials<br />Streaming events<br />

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Distribute Everywhere<br />

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twitter<br />The slides are from the Twitter for Business Website – get the originals at http://business.twitter.com/<br />

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Why Twitter?<br />Everyday, millions of users create, share and discover ideas on Twitter<br />Users also find great value in connecting with businesses of all kinds on Twitter to:<br />Share their experiences, both good and not so good<br />Provide feedback on recent events or launches<br />Discuss product ideas<br />Learn about exclusive deals or offers<br />Get customer service<br />To read more, go to business.twitter.com/twitter101/cases<br />

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A few Twitter success stories<br />Twitter users follow Dell Outlet for exclusive deals on electronics—and have driven more than $3M in sales through Twitter<br />Ice cream eaters in New York give local chain Tasti-D-Lite marketing feedback via Twitter—and sometimes get surprise dessert deliveries<br />Coffee drinkers in Houston choose CoffeeGroundz for the personal relationships they’ve built on Twitter—and the shop’s Twitter-based ordering<br />To read more, go to business.twitter.com/twitter101/cases<br />

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How does it work?<br />Twitter lets you write and read messages of up to 140 characters, or the very length of this sentence, including all punctuation and spaces. <br />The messages (also known as tweets) are public, and you decide which accounts you want to receive messages from<br />Twitter works equally well from your desktop or mobile phone<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Before you dive in<br />If you want to spend time listening first, you don’t need an account to search at search.twitter.com<br />Try searching for your company and a few key topics in your field<br />Listening can help you get a sense of how you want to engage on Twitter<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Getting started is easy<br />Signing up for an account takes just a few minutes<br />To help people recognize and trust your account, fill out your profile completely and include a picture<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Follow relevant accounts<br />Following somebody means you’ve subscribed to their tweets <br />To find people talking about your company or topics in your field, use search.twitter.com <br />When you find a good candidate, look under their picture for the Follow button<br />You can also choose to interact without following an account, just send them a tweet<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Finding People<br />

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Post tweets<br />People like tips, links to interesting stories and blogposts (they don’t have to be about your company), exclusive deals and a good sense of humor.<br />People like the human touch and will appreciate posts with your thoughts and experiences more than you think<br />They also like it when you say hi, respond to their questions, comments, praise, complaints and jokes<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Key terms…<br />To follow somebody is to subscribe to their messages<br />A tweet is an individual message<br />A DM or direct message is a private message on Twitter<br />RT or retweet is to repost a valuable message from somebody else on Twitter and give them credit<br />Trending topics are the most-discussed terms on Twitter at any given moment<br />To read more, go to business.twitter.com/twitter101/cases<br />

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…and some special lingo<br />@username is a public message to or about an individual on Twitter<br />A hashtag—the # symbol followed by a term and included in tweets—is a way of categorizing all the posts on a topic<br />Shortened URLs. To fit links into the short messages, Twitter shrinks some URLs down automatically<br />To read more, go to business.twitter.com/101/learning<br />

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Best practices<br />Build relationships on Twitter<br />Listen for comments about you<br />Respond to comments and queries<br />Ask questions<br />Post links to things people would find interesting<br />Retweet messages you would like to share<br />Use a friendly, casual tone<br />Don’t spam people<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Best practices<br />Leverage the real-time nature of Twitter<br />Ask questions, float ideas, solicit feedback – and expect fast feedback most of the time<br />If you’ve launched a product, new store or new campaign, search Twitter for comments<br />Respond to customer service issues quickly<br />Engage in discussion on a tricky public issue your company is dealing with<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Best practices<br />Measure the value of Twitter<br />Before setting up measurement tools, focus on the quality of your engagement: do a gut-check of how things are going<br />Try to analyze the quality of feedback and topics of discussion, you may find this changing over time<br />Keep a tally of questions answered, customer problems resolved and positive exchanges held<br />When offering deals on Twitter, use a unique coupon code or separate landing page<br />To read more, go to business.twitter.com/twitter101/cases<br />

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Twitter<br />

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Tools to be more effective<br />Bit.ly – a link shortener that also provides analytics <br />Tweetdeck – a desktop Twitter & Facebook client <br />Listorious, Wefollow, Twellow – directories of Twitter users<br />Twubs – Twitter groups built around hashtags<br />

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FLICKR<br />

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Flickr Do’s<br />Use your company name or website address as your username<br />Use your Flickr profile to highlight your company, products or services<br />Upload quality photos of things related to your business<br />Write appropriate text for each photo and include a link back to an appropriate web page<br />Participate in the community<br />Comment and favorite photos<br />Join groups and participate in conversations<br />http://www.smallbusinesssem.com/articles/marketing-on-flickr/<br />

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Flickr Don’ts<br />Stuff linked keywords into your photo descriptions, comments on other people’s photos, etc.<br />Plaster your URL on the photos themselves<br />Post ads or spam to groups<br />Violate Flickr TOS by blatantly trying to exploit for commercial purposes<br />

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FINAL THOUGHTS<br />

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It’s a marathon, not a sprint.<br />http://www.flickr.com/photos/oskarn/125630791/<br />

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Don’t spread <br />yourself <br />too thin.<br />http://www.flickr.com/photos/lynac/373285375/<br />

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What’s your plan?<br />It’s <br />OK<br />to start small.<br />

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Resources<br />http://business.twitter.com/<br />http://mashable.com/guidebook/facebook/<br />

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Me<br />Morgan Brown<br />morganb@gmail.com<br />@morganb<br />(949) 954-0205<br />pmorganbrown.com<br />linkedin.com/in/morganb<br />