Online Marketing Strategy & Tactics

NOEW 2012

SEOSearch Engine Optimization

SMOSocial Media Optimization

SoMeSocial Media Marketing

SEMSearch Engine Marketing

(PPC)

• Social media, just like traditional media, doesn’t require your participation in every area.

• Create as big or small of a community as your are comfortable with.

• The average social network user is 37.• YouTube is the 2nd largest search engine

behind Google…who happens to own them.

Social Media Facts

• Roughly 1 hour a day or 5 hours a week can maintain an effective social media presence for a small business.

• Most social networks are free – just takes time.

• There are more than 100 different social-media tracking tools for Facebook, Twitter and other online-media sites.

Social Media Facts

So Where Do I start?

Start with the Big Picture

• What do we want to accomplish?• Who is responsible?• How many hours and how much

money do we want to spend?• How will we measure success?• What are our competitors doing

and how can we do it better?

OptimizeEngage

Analyze

Listen

Four Steps to Social Strategy1. Listen

To who? For What? People are already talking about you or your brand, join the conversation

2. EngageTake what people are saying about you or your brand

an respond. But, do so in a manner that adds value

3. AnalyzeWhat messaging worked? Who is your audience? How

are you reaching that audience and are you doing so effectively?

4. OptimizeTake what you’ve learned and make your messaging

better for the future.

Listen Google Alerts

Listen Social Mention

Listen Google Insights

Listen Quantcast

Hone in…Create a detailed Plan of Action

• What are the steps to accomplishing our goals?

• What Assets will we be using?• What are the key Milestones to

measure performance?• How are we tracking results?

Engage

Engage Know Your Audience

Process and Protocol

In order to successfully run a social media campaign

you have to have a process in place. Process

will increase accountability,

effectiveness and efficiency.

Engage

Schedule

How much time will you spend on a Daily weekly and monthly basis and how will you allocate those hours?

Engage

ScheduleEngage

Online Resources to RePURPOSEPromote and Connect

• Paid Search

• Natural Search Results

• Blogging

• Social Media

• Associated Content

• Business Listings and Link Development

• E - Newsletter

Optimize

Tools

Having the right protocol and tools in

play will help you achieve a successful and well-managed

social media campaign.

Here are some tools we use and recommend…

Your Inbox

Set a reminder everyday to check or update your social networks and

set your social networks to update you through your Inbox or

Calendar.

Your Phone

About 1-in-3 adults now have phones with apps on them so use them!

Your phone will save you time when access social

networks on the go.

Your Team

There is no greater tool in your tool-kit than the team you work with.Encourage them to

embrace online networks, include it

their e-mail signatures, write blog posts, etc…

TweetDeck

TweetDeck is a Twitter application that helps to organize your twitter stream, messages and friends.

Selective Tweets

Selective Tweets is a Facebook application that allows you to

update Facebook directly from Twitter, cutting out an extra step

and saving time.

• You have goals and plan.• You have a schedule.• You know who you want to reach.• You have resources allocated.• You have content created.

Now what…

Facebook

Twitter

Pinterest

Google+

Review Sites

What Messaging Worked?

• Facebook Insights– What messaging got the best response– What are your Facebook Fan demographics

• Twitalyzer and TweetStats– How many times were you mentioned– Whats your social status?

• Google Analytics– Referring Traffic– Keywords

Analyze

Analyze

Bit.ly

Bit.ly is a free URL-shortener which provides you with the opportunity

to shorten links and track them through social media.

Analyze

Twitter ToolsAnalyze

Facebook InsightsAnalyze

Analyze

Integration

FSC Interactive1943 Sophie Wright Place

New Orleans, LA 70130t. 504.894.8011f. 504.894.8012

www.fscinteractive.comwww.facebook/fscinteractive.com

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