The Business Valueof Social Media

Photo Credit: Steve Webel

Lee Odden - @toprankTopRank Online Marketing

TopRankMarketing.com Consulting Speaking Media

@toprank

1,500+ Social Media Examples

Source: wiki.beingpeterkim.com

Smart Kit Gets Social SEO Smart

Games Blog

Sells Books

KeywordsSEO

GamesContent

PromoteSocially

Grow Networks

MonitorSuccesses

Refine& Repeat

Games Blog

Sells Ads

• Blog, Facebook, Twitter, YouTube• 300,000 uniques per month• #3 “online puzzles” 40m SERPs• Changed business model to advertising

Listen Unlock $ Measure

IBM Listens for Leads

“Seekers” voluntarily visit public web sites, blogs, forums, Twitter and “listen” via keyword queries for sales opportunities.

Four key metrics: number of leads created, lead value, win revenue and win rate.

Pro Listening Tools

brandtology.com

radian6.com

• Monitoring & Analysis• Engagement Management• Interface with WebTrends &

Salesforce• Doesn’t support HK Region

• Monitoring & Analysis• Sentiment Analysis in 9 languages• Mix of Technology &

Consulting

1.7 Average number of mobile devices

per person in Hong Kong.

*Source: Hong Kong Office of Telecommunications Authority

Social Mobile: shopkickVisit retail stores, scan products for “kickbucks”redeemable for rewards.

Nearly 9 out of 10 Internet Users in Hong Kong View Online Video

Source: comScore May 2009

Video Social to Sell AirplanesVideo Campaign

• New light sport aircraft, PiPerSport

• Videos hosted on YouTube, Facebook

• Twitter used to promote videos

• Flickr hosted photos• Planes start at $140,000• Sold several planes as a

result of videoChannel One Marketing Group & SEO-PRhttp://tprk.us/pipersport

@toprank

Retail Social Pricing: Uniglo

@toprank

There are 133 million blogs

averaging 900,000 posts

a day*

*Source: Technorati

@toprank

300+ top 10’s on Google

2,700+ unique phrases

Business Success:• 600+ customers – 3 years• 2nd fastest growing SaaS company ever• Best source of converting leads: Blog & SEO

Blog Social & SEO

@toprank

How Did They Do That?

Marketo Blog

Corp Site

ResourceCenter

Twitter

Facebook

LinkedIn

ReportsPress

Webinars

Content & SEO Social & SEO

Interactive

@toprank

Establish a Listening Program: Audience analysis, brand monitoring, social keyword research.

1

2Implement a Content Marketing Strategy: Plan & promote social content, develop networks.

3Leverage Social Media Marketing campaign tools across channels to promote optimized social content.

3 Things You Can Do Now

@toprank

@LeeOdden – lee@toprank.orgTopRankBlog.com

Thank You

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