SOCIAL MEDIA OPTIMIZATION

FOR YOUR BUSINESSFOR YOUR BUSINESS

TJ Tee

Interactive Marketing Manager

Integricity Corporation

HELLO!

My name is TJ.

I love the Web.

I help people use the Web to connect with their

audience.audience.

I’d like to share some things I know with you.

BY THE END OF THIS SESSION

Welcome to The Social Web

Social media optimization (SMO)

1

2

A practical approach to SMO strategy

Case studies

Key takeaways

3

4

5

WEB 1.0 (THEN)

WHERE WE ARE TODAY

• Streamlined designs, simplicity rules

• More intelligent use of multimedia

• E-commerce (for real!)

• Crazy money• Crazy money

• Buzzwords

• Web 2.0, user-generated content, widgets, SEO, etc.

• Silly names

• Flickr, Twitter, Bebo, Yammer, Snipd, Snapily, etc.

WEB 2.0 (NOW)WEB 2.0 (NOW)

WHAT’S ALL THIS?

• Blogs

• Social networks

• Social bookmarking

• News/content sharing• News/content sharing

• Wikis

• Microblogging

• Image & video sharing

• Many, many more…

…collectively, we call this social media

WEBSITE!

Your website hereYour website here

WEB PRESENCE

Corporate site

Corporate site

Corporate site

Corporate siteCorporate site

Corporate site

Wikipedia entry

3rd party reseller site

Hate site

Hate site

3rd party reseller site

A collection of A collection of A collection of

artificial branding

and pro-corporate

content

A collection of

artificial branding

and pro-corporate

content

SOCIAL MEDIA CHANGES

Retail

• Amazon has thousands of product ratings and reviews,

unlimited shelf space

DistributionDistribution

• Last.fm lets people listen to music for free,

recommends songs based on preferences

Product innovation

• Starbucks listens to feedback from fans and

incorporates suggestions into its business

SOCIAL MEDIA CHANGES

Travel

• People trust what strangers have to say about a

destination or a hotel on TripAdvisor

NewsNews

• People vote for news they think is most relevant on

Digg

Technical support

• Experts help out each other solve problems on

numerous forums

CONVERSATIONCONVERSATIONECOSYSTEM

THEM

REALITY CHECK

1. Conversations are happening outside your

realm of control

2. People are discussing, complaining,

spreading false information about your spreading false information about your

brand

3. No amount of advertising is going to change

the way things are

SOCIAL MEDIA OPTIMIZATION

What is it?

• Connecting your web presence with the Social Web

• Using the Social Web to evolve your business

Why is it important?Why is it important?

• Millions of people are creating content for the Social

Web

• Your competitors might already be there

• Your customers have been there for a long time

• If you aren’t there yet, you ought to be

SOCIAL MEDIA OPTIMIZATION

How can it help you?

• Manage public relations

• Improve customer service

• Build loyalty

• Collaborate

• Improved networking

• Thought leadership

• Acquire customers

Where do you start?

• By listening in and joining the conversation

THEM

GETTING STARTED WITH SMO

Know the 3 goals

• Visibility – How easy it is for people to find your

brand online

• Engagement – How relevant and connected your

brand isbrand is

• Trust – How trustworthy your brand is in delivering

its value proposition

Do it the right way

• People, Objectives, Strategy, Technology (POST)

VISIBILITY

You’re visible if

• Your brand or product/service appears on Google

Top 10 for the right keywords

• People are talking about you on Twitter Search

POST

• People – Anyone who’s looking for something you

may have

• Objectives – Appear for the right keywords

• Strategy – Be as visible (high) as possible

• Technologies – Search engines

ENGAGEMENT

Engagement means

• Creating discussion

• Looking for opportunities to add value

• Responding to complaints

• Lots more!

POST

• People – Your target audience

• Objectives – See above

• Strategy – Give interesting/valuable content

• Technologies – Blogs, forums, video, social networks

6,000,000views in the first week

20 percent increase

in blender sales20

77videos (people

suggest new

things to blend)

TRUST

Out of every 100 people

• 94 don’t believe companies tell the truth in their ads

• 76 trust recommendations from friends

• 50 trust online reviews from strangers

POST

• People – Your customers + the people they know

• Objectives – Create positive word of mouth

• Strategy – Listen + deliver a great experience

• Technologies – Ratings & reviews, microblogs,

feedback platforms

WHAT TO DO NOW

Know your audience

• Customers, partners, competitors, B2C, B2B, etc.

Objective and Strategy

• Definite measureable goals + ways to achieve them• Definite measureable goals + ways to achieve them

Technology

• Google Analytics

• Google Alerts

• Blog – WordPress, Blogger, Posterous, Tumblr, etc.

• Social networks – Facebook Page, Twitter (only if for

brand protection)

DEFININGOBJECTIVES

SOCIAL MEDIA KPIS

1. Alerts (register and response rates / by channel /

CTR / post click activity)

2. Bookmarks (onsite, offsite)

3. Comments

4. Downloads

5. Email subscriptions

6. Fans (become a fan of something / someone)

7. Favourites (add an item to favourites)

8. Feedback (via the site)

20. Print page

21. Ratings

22. Registered users (new / total / active / dormant /

churn)

23. Report spam / abuse

24. Reviews

25. Settings

26. Social media sharing / participation (activity on key

social media sites, e.g. Facebook, Twitter, Digg, etc)

27. Tagging (user-generated metadata)9. Followers (follow something / someone)

10. Forward to a friend

11. Groups (create / join / total number of groups / group

activity)

12. Install widget (on a blog page, Facebook, etc)

13. Invite / Refer (a friend)

14. Key page activity (post-activity)

15. Love / Like this (a simpler form of rating something)

16. Messaging (onsite)

17. Personalisation (pages, display, theme)

18. Posts

19. Profile (e.g. update avatar, bio, links, email,

customisation, etc)

27. Tagging (user-generated metadata)

28. Testimonials

29. Time spent on key pages

30. Time spent on site (by source / by entry page)

31. Total contributors (and % active contributors)

32. Uploads (add an item, e.g. articles, links, images,

videos)

33. Views (videos, ads, rich images)

34. Widgets (number of new widgets users / embedded

widgets)

35. Wishlists (save an item to wishlist)

KEY TAKEAWAYS

1. Website does not equal web presence

2. SMO goals: Visibility, Engagement Trust

3. Do it the right way: POST

4. Appear for what people are looking for 4. Appear for what people are looking for

(relevant keywords)

5. Give away valuable / interesting content

6. Listen and deliver a great experience

FOLKS!

Comments, questions, feedback, or want a

copy of this presentation to impress your boss?

tj.tee@integricity.comtj.tee@integricity.com

twitter.com/tjtee

facebook.com/tjtee