What’s New inSocial Media Marketing

Top New Tools & Services for 2010

Michael Terpin, CEOSocialRadius

LVIMA Social Media Program, Las Vegas, NVJune 17, 2010

Four Pillars of Social Media MarketingBlogger Outreach

Engage and influence thought leaders, journalists & enthusiasts.

Thought LeadershipCreate and distribute your unique message.

Social Network Community BuildingLeverage highly interactive social networks to engage current and prospective constituents.

Multimedia EngagementIncorporate photos, audio and video to all of the above.

Editorial Blogs

Thought Leaders & Enthusiasts

Personal Diaries

Blogosphere Influencer Pyramid

Blogger Outreach

Editorial blogs are as powerful as traditional media, but more viral – treat them as such.

Most traditional media expect to be scooped by blogs, so outreach can be “tiered” accordingly.

Let editorial bloggers publish first, even if you give access first to thought leaders.

Enthusiast blogs don’t need news or ideas, just cool stuff. Engage with them early and often.

The Basics…

Blogger Outreach

Citizen journalism is at an all-time high. You can now write for the #1 blog (Huffington Post).

Integration of Twitter into Google, Bing increases the importance of the “real time Web”

Midterm elections will provide readership bump – and new best (and worst) practices.

Revised, clarified FTC guidelines in place for blogger disclosure.

What’s New for 2010

About Those New FTC Guidelines…

New FTC guidelines are just that, guidelines.This is not a new anti-blog law or regulation; it merely

updates truth in advertising to encompass social media.

Virtually all enforcement will be against companies paying for paid endorsement.

Companies that pay for endorsement must disclose.Providing product for an unbiased review does not

constitute a paid endorsement.Best practice for both companies and bloggers is always to

disclose any samples, freebies, etc.Read them - http://www.ftc.gov/opa/2009/10/endortest.shtm

Tools and Other Trends: New for 2010 Increased emphasis on lead-gen, tracking. Tools are getting better, but not there yet (Addictomatic, Buzzom, HubSpot, Radian6) Dawn of “social CRM” (Crowd Factory, Lithium) Fast growth in location-based and mobile social networks (Foursquare) Social gaming grows up.

The Many Flavors of Social CommunityBlogs (content begets community)Forums (still important in some communities)Microblogs: Twitter, Jaiku, YammerSocial Networks: Facebook, LinkedIn, MySpaceSocial News & Reference: Digg, StumbleUpon, WikipediaSocial Bookmarking: Delicious, MyBlogLogSocial Reviews: Tripit, Yelp Social Shopping: Kaboodle, StyleHive, ThisNext

Facebook: A Refresher Course• Largest social network in United States with growing global presence (400 million+)• Highly engaged participants (more traffic than Google)• Facebook has little impact on search engines.• Fan pages have no limit on friends.• Events, Causes, Groups can be powerful marketing tools.• Most companies do not need an “app”

Facebook: New for 2010 Public “Facebook suicides” increase as changes to privacy settings cause uproar. Dramatic changes to app environment, including an end to non-Facebook credits & currency. Increased search for open-source solutions and alternatives – but nobody will catch Facebook. Better integration with localization. Facebook for iPad.

Facebook: Best Practices One profile or two? It’s up to you. Use your personal newsfeed with purpose. Fan page should be engaging. Fans are the new email list: use but don’t abuse. Automate your RSS, but not your tweets. Repost and monitor location-based data. Be courteous in groups. Broadly promote your events.

Twitter: A Mid-Year Review• Twitter just passed 125 million users, 200 monthly visitors (June 2010).• Most staggering numbers: 2 billion tweets per month k 600 million searches per day.• Sponsored tweets have thrown Ad.ly and other third-party advertisers under the bus.• Idealab responds with Tweetup.com, which Twitter is OK with… for now.• Businesses continue to embrace Twitter.

Twitter: Safe First Steps Register your name and company. Tweet a minimum of 20x a week. Schedule your tweets. Follow and engage people in your industry. Automate your RSS, but not your tweets. Repost and monitor location-based data. Be courteous in groups. Broadly promote your events.

Don’t Forget LinkedIn• LinkedIn dominates B2B conversation.• 70 million members.• Most recruiters now have LinkedIn as their primary resource.• LinkedIn Answers helps you build credibility in your core community.• Every industry has vibrant groups.• Can have massive impact on search.• Less conversion & engagement than Facebook.

Award-Winning Social Media Marketing and Communications Agency

Based in Las Vegas, Los Angeles & San Francisco

We are an…

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Coming soon… Turnkey social media marketing for restaurants and small business

Michael Terpin, Founder and CEODirect: 702-513-3181

michael@socialradius.comTwitter: @michaelterpinwww.socialradius.com

Las Vegas: 2176 Pueblo Circle, Las Vegas, NV 89169 Los Angeles: 1434 6th St., Suite 5, Santa Monica, CA 90401San Francisco: 100 Pine St., 10th Floor, San Francisco, CA 94111

Case Study: Bombay Sapphire – Blogger Brand Excitement“Spirit of Exploration” adventure blog was created to coincide with integrated marketing campaign, including extensive print ads and contests.

Invited bloggers to participate in contest, defining their personal “Spirit of Exploration” and to cover and compete for an exotic trip to Skybar in Thailand.

Within one month of launch, more than 100 bloggers participated, more than 10,000 wrote about the brand and competition - and the competition blog had over 1 million unique visits.

Case Study: ‘Yes We Can’ Create a Viral Sensation•Recorded January 30-31, 2008•Released February 1-2•1 million views in 72 hours •47 million views within three weeks•Tiered outreach to bloggers and NO traditional media outreach created a media frenzy•Six articles in New York Times•CNN/Larry King•CNBC, Inside Edition, E, ET•Today Show•This Week with George Stephanopoulos•Campaign won Emmy, Global Media Award, Cannes Golden Lion and Webby awards.

Case Study: David Lynch Foundation – Social Approach in Action

DLF.TV wanted to engage fans of music and meditation, and education thought leaders, for their new site launch and live concert. We proposed a 360 degree synergistic campaign … the results speak for themselves:

More than 1,200 traditional news stories.More than 5,000 blogger stories.250,000 views on live stream from pre-show online media conference1.2 MILLION hits, a massive growth in Google resultsTwitter grew from 100 to more than 20,000 followers in one month