s notepad
TRANSCRIPT
WEB STRATEGY IN 2010isabellechrun.com’s notepad
Agenda
Ubiquity of the Web
Developing a social media strategy
Measuring the ROI
Case studies
References
Everybody is on the Web
Worldwide social network ad spending will reach $2.5 billion
223 million people worldwide will use mobile social networking
More than 350 million people use Facebook
62.5% of Internet users worldwide have created a social network profile
44.2% of Internet users visited social networks on a monthly basis
Several tactics
e-mail marketing (Newsletters)
keyword research (Search engine optimization)
social networks (Social media marketing)
newsletters = reach the customers
match newsletter frequency to content availability
send at a logical time of day
identifiable sender and “headline” subject lines
start the newsletter with content (not a lengthy definition of the newsletter, excessive logos, or large images)
include call-to-action
?
SEO = traffic
impact of appearing #1 SERP
natural VS paid
think about the Google bots + your (human) customers
META tags, sitemap, interlinking, linkbuilding, etc.
more info about SEO
Social media isn’t a conversation. It’s where the conversation takes place
Why you need a plan?
lower the risks
focus on your customers needs
allow resources
determine the key performance indicators (KPI)
web project = highly multidisciplinary task
Social Media Strategy
What’s your pitch?
elevator pitch no more --> What do you do in <140 characters
What’s your one thing?
Volvo = safety, Apple = innovation, Disney = magic
Social Media Strategy
What’s the point?
awareness, sales or loyalty?
What’s your relationship with your audience?
How does your audience use social media?
http://www.forrester.com/Groundswell/ladder.html
Social Media Strategy
1. Engage fans
2. Calls to action
3. Give fans a voice
4. Filter, but don’t censor
5. Spread the word
You can’t measure anything if you don’t have clear objectives
What goals to aim for?
Awareness: web traffic, referrals, search volume trends, followers, fans, friends, social mentions, share of voice
Sales: time spent on site, bounce rate, repeat visits, content acceptance rate, share of voice, funnel completion
Loyalty: recommendation and review, social connectivity among purchaser, customer service metrics, promoter score
Free measure tools
Google analytics
Google trends
Google alerts
Google insights
TweetBeep
SocialMention*
Why a strong social media strategy is critical to success
Multiple ways to measure the performance of social media require a coherent plan
Customers expect businesses to use social media intelligently
Social media is most effective when aligned with other branding strategies
If you don’t develop a social media strategy, your competitors will
Industries adapt
TV: Glee
fashion: Nike (RED) laces
retail: Best Buy
events: Australian Open
Small business: The Marsh Cafe
B2B: Forrester Research
foursquare is a cross between a friend-finder, a social city-guide and a game that rewards you for doing interesting things. We aim to build things to not only help you keep up with the places your friends go, but that encourage you to discover new places and challenge you to explore your neighborhood in new ways
B2B
About Us page
photos + bio of staff, Linkedin profiles,
Informative blog about your industry
write about what your next business partner is searching for
Forrester’s Page informs fans about upcoming seminars and other events, in addition to aggregating feeds from their analysts’ blogs.
Going social is not a trend anymore -- it is a reality
Bon succès au Happening Marketing 2010
http://www.starbucksloveproject.com
References
eMarketer
mashable.com
Forrester Research
sm2b2
convince and convert
ReadWriteWeb
seomoz.org
Harvard Business
Business Source Complete
Advertising Age
alltop.com
etc.