online marketing trifecta

ONLINE MARKETING TRIFECTA

SOCIAL MEDIA IN CONTEXT

SEOSearch Engine Optimization

SMOSocial Media Optimization

SoMeSocial Media Marketing

SEMSearch Engine

Marketing (PPC)

Online Alphabet Soup

SEOSearch Engine Optimization

Online Search Engine Optimization

KeywordsContent

LinksSite Architecture

Findability

SMOSocial Media Optimization

GoalsMonitoringAdjustingGrowingTools

Online Social Media Optimization

SoMeSocial Media Marketing

)

Customer ServiceListening

ConversationInteractionPromotion

Online Social Media Marketing

SEMSearch Engine

Marketing (PPC)

KeywordsTargeted Crafted MessageImmediate ResultsFacebookGoogle AdWordsLinked In

Online Search Engine Marketing

Where Does it fit?

Media(SEM)

Creative/ IT(SEO, SMO)

Marketing/PR(SoMe)

Media

Creative/ITMarketing/PR

FSC Interactive

How Does it fit?

Media Traditional

Media Shifting…

Message Evolving…

Process

OptimizeEngage

Analyze

Listen

Listen To Whom?

Listen So Many Pieces!

Listen For What?

I LOVE vegetarian restaurants With absolutely

NO SELECTIONxoxo FAMOUS Food Criti c

Listen How?

vegetarian restaurants

Listen Google Alerts

Listen Social Mention

Listen Google Insights

Listen Quantcast

Engage Goals & Metrics

What does success look like?

“I want to increase awareness of my new bar.”

Engage Goals & Metrics

Goals:- Increase Happy Hour revenue- Increase online reservations- Increase newsletter e-mail database- Increase interaction on website

Engage Strategy

• Goal Metrics• Planning• Responsibility• Budget• Measurement

Engage Plan of Action

• To Do Lists• Deliverables• Milestones• Accountability• Metrics

Engage Planning

• Account Detail• Messaging Guidelines• Build-Out Guidelines• Scheduling Guidelines• Brand Consistency

It’s NOT Reinventing…• REpurpose• REuse• REvitalize• REstructure• REspond!

Engage Content

Integrate Search

Integrate Listings

Integrate Traffic

• Reputation Management• First Page Rankings• Qualified Traffic

Social Stats

Social Stats

Engage Branding

What’s your voice?

Are you a Filet Mignon?

Engage Branding

Or a Cheeseburger?

Let’s GetSocial… It’s as easy as 1,2,3

1. Build Your Profile2. Build Your Network3. Build Your Reputation

Basics Building Blocks

Community development and support

Gallery of images to personalize your brand & optimize your web presence

Visual updates, community building and search optimization

Instant updates, feedback and discussions

In the realm of search engines, Yahoo ( ) provides the most loyal visitors at 15%, followed by Google ( ) and Bing ( ) with around 12% each.

Facebook Stats

Facebook Build Your Profile1. Sign up for appropriate account type:

– Profile - Individual person– Page - Business, brand, sports team– Group - Association or Club

Page<

Facebook Profile or Page?

Facebook Page or Group?

Build Your Page

• Sign up for a page • Choose your type, title and fill out

contact information

Build Your Page• Add a photo

They say a picture is worth 1,000 words – make sure yours says the right thing.

• Add complete informationFill out as much information as possible. You’re aiming for 100% complete. Everything from the most basic to the most detailed.

• Create your page settingsYou can choose what your visitors see and how your fans can interact.

• Go the extra mileCreate notes, add photos and utilize applications. More is more.

Facebook Build Your NetworkFind Friends through email or your phonebook

Or, through Facebook.

Facebook Build Your NetworkFind other pages that you should be a fan

of and that should fan you.

Facebook Build Your ReputationThrough status updates

And wall posts.When updating your status and posting to your wall make sure you keep in mind your brand and the ultimate goal. Don’t

just post for the sake of posting. Post with a purpose.

Facebook Build Your ReputationCreate events

Create events for anything and everything going on, at or within your business. But remember – keep

your brand and the ultimate goal in mind.

Facebook Build Your ReputationCreate Facebook Ads to reach more people

Build Your ReputationBy creating an online experiencePeople are visual. Show them what you have to offer through photos. If someone likes what they see on facebook, it’s likely they’ll try to visit in person.

...words and pictures can work together to communicate more powerfully than either alone. – William Albert Allard

Build Your Profile <Stream

Your photostream is a collection of all of your photographs.

Build Your StreamCreate Sets, Galleries and Collections

Galleries allow up to 18 public photos. It’s

an opportunity to celebrate the creativity

of your fellow members.

A collection is a group of your

photo sets that are related to one

another

A set is a group of photos

Build Your StreamMake your photos easy to find with tags

Build Your NetworkKevin Costner was wrong.

Your network won’t just grow on its own, you have to do it.

Create and join groups and add contacts.

Build Your NetworkLink Flickr with your other social networking outlets

Facebook

Blog or Website

YouTube is the #2 Search engine after Google.

YouTube Search Optimization

YouTube Build Your Profile Channel<

YouTube Build Your Channel

YouTube Build Your Reputation

YouTube Build Your Reputation

YouTube Build Your Network

Twitter Stats

Twitter Build Profile

1. Choose Settings to edit Profile2. Add a picture or logo3. Fill out bio4. Choose a background or create

custom

Twitter Learn Language

Learn the language

@= reply or public responseRT= forwarding informationDM= private message#= search keyword

Twitter Build Network

Twitter Build Reputation

1. Be generous- ReTweet and Respond2. Be relevant- Add value to conversation3. Be diverse- TwitPic, Blip.fm4. Be consistent5. Be authentic

Twitter Management

DesktopTweetDeckCo-TweetTwitterFoxSeesmicHootSuite

Mobile PhoneiPhone

Tweetie Twittelator

BlackberryOpenBeakUberTwitter

Sample Applications

Social Sharing

Social Sharing

Social Local

Goals… Remember Those?

Analyze

“However beautiful the strategy, you should occasionally look at the

results.”- Winston Churchill

Analyze Measure and Value

As important as learning the tools and using them correctly is making sure you are reaching those initial goals and learning how to track the performance of your outreach.

– Popularity and Engagement– Performance of Message– Behavior of Audience

Analyze Popularity

AnalyzeGoogle Analytics is a free tool that provides

an easy to use application showing the breakdown of traffic behavior to your website – how visitors found your site and what they do when they get there.

You can track all online sources including referring sites, paid search terms, email blasts, paid banners and more.

Analyze

Analyze Performance/ Tracking

Analyze Performance/ Tracking

Analyze TrackingBit.ly and Budurl both allow you to have an account and track multiple URLs. Bit.ly is the default for most Twitter applications.

Google is not yet widely available, but keep an eye on it…

Analyze Messaging

Which message works best?

• Optimize• Adjust Strategy• Test Again

Analyze Behavior Analysis

OptiMizeOpenMind

You think You Are

But, Your Customers Think

Compromise…

Thank You.

For more information and continued updates on online marketing, social media and outreach, check back regularly with the FSC blog where we post tools and trends every Tuesday and Thursday

www.fscinteractive.com/blog.aspx

Questions?

FSC Interactive4122 Magazine StreetNew Orleans, LA 70115t. 504.894.8011f. 504.894.8012www.fscinteractive.com@fscnola