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Social Media:

Moving Beyond Trial and Error

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Who We Are:

PRESSfeed is a social media newsroom that creates one space on your website where journalists and bloggers can find all your news and social media content.

Expansion Plus is a full service digital marketing & public relations agency located in Pasadena, California.

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What is Social Media?

Social Media is a term used to describe online platforms and tools that allow users to contribute to the content.

They can publish, save, tag and share content online

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Traditional Media in Decline

Online News Today

Newspaper Circulation Drops Again

• Fall in Newspaper Sales Accelerates to Pass 7% NYTimes April 2009

• U.S. newspaper circulation fell another 11% in the six months through September 2009

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Where Are They Reading News?

• Yahoo News 33.3 million• MSNBC 30.2• CNN.com 29.8• AOL News 20.6• New York Times 17.4• Google News 11.1• ABC News 10.4• USAToday 10.3• CBS News 9.3• Washington Post 8.6

-Nielsen/Net Ratings

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1. Listen 2. Share of Voice/messaging3. Set Goals and Benchmarks4. Find communities/bloggers that matter 5. Identify Influencers6. Create a content strategy7. Choose tools8. Create and deliver content9. Engage and facilitate conversations 10. Measure

Strategy Steps

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Source Analysis

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Share of Voice

• Total mentions of a concept/brand/message

• How many times were you mentioned

• Positive/negative

• Map your key messaging to the content of conversations

• Where are these conversations and messages found

Set Goals and Benchmarks

• Share of conversation

• Key messages

• Positive/Negative ratio

• Traffic

• Time on site

• Comments

• Engagement

Find Communities and Bloggers

• Where are they talking about you?

• Who is talking about you?

• What communities already exist?

Tip from Coca Cola

• “Fish where the fish are”

The Right Influencers

“A Person Like Me” Now The Most Credible Spokesperson

for Companies

Source - Edelman Trust Barometer

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Level Of Trust

Tools

• RSS feeds• Google Reader• Technorati• IceRocket• AllTop• Blog Pulse• FiltrBox• Trackur• SM2• eCairn Conversation• Radian6

Ranking Influencers

• Look in the right group/community

• # Followers

• ReTweets

• Blog Traffic (compete.com alexa.com)

• Comment on the blog

• Ranked on lists

• Technorati authority/rank

Content Strategy

• Base it on your listening info

• Bright ideas will pop up

• Audit all existing content

• What can be repurposed/digitized

• Be a publisher of great content

• Social media success depends on the quality of your content

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Pull Marketing

The world is fast moving from a push-based information delivery (where you send information via ads or emails) to a pull-based information delivery (where the subscriber accesses your information, as and when he wants).

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Consumers In Control

Consumers are rejecting obsolete interruptive advertising and flocking to interactive engagement marketing

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Social Media Affects B2B Buying

93.2% said they would research purchases online Source: Enquiro

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BtoB

Word of mouth is the #1 influence on business purchase decisions

"Business decision-makers most value communication channels that provide two-way dialog."

Source: Keller Fay Market Research

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BtoB

Top reasons for placing content on social networking sites

• driving traffic (51%)

• creating brand awareness (32%);

• direct selling (25%)

• influencing a purchase decision (15%)

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Influencing Purchases

Consumers and buyers prefer websites with peer-written product reviews.

- MarketingSherpa

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Social Media Tools

• Press releases & articles-Optimized for searchSocial media format

• Blogs• Podcasts • Videocasts• RSS (really simple syndication) • Socialize your web content –

tagging bookmarking• Social Networks• Social Media News Sites

Tip from Coca Cola

“ If I were given $500 000 extra budget I would spend it on SEO and video”

Anne Carelli

Digital Comm Manager Coca Cola

Syndicate Your Content

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• Put your content in feeds

• Add Share This Buttons

• Use Follow Me Buttons

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Make It Easy To Share

• Users can post and tag your content on social media sites like del.icio.us and digg.

• These sites allow users to create a page of their favorite sites on a subject - a virtual library. They are showing up high in search rankings.

• If your content makes it onto these well indexed and ranked pages it can bring you lots of traffic.

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Reach Out

Photo www.readytalk.com

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From Dell Hell…

The Dell Community has contributed: 8995 ideas, promoted 612994 times, 69980 comments

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Measurement

• Set measurable goals

• Benchmark your current position

• Measure changes

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• Establish a benchmark of the top blogs that mention you or link to you - measure changes

• Establish current share of voice• How often is the brand mentioned relative to the

competition • What is the current sentiment (positive vs

negative) • How much positive consumer recommendation

are they getting – this is the most trusted form of advertising online and this is what drives consumer behavior. 

• Measure how this increases over time

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• Establish a unique URL – a landing page for each article/ press release/tweet

• Drive the traffic to that URL

• Use in house analytics to measure the # of people who visit this URL

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• House Social Media videos on a unique URL

• Measure views on the site • Add the videos to YouTube and other

video sharing sites • Measure the # of views on these sites • Measure engagement on this URL –

comments, uploads etc • Track the search rankings of this URL

for the relevant search terms

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Join The Conversation

With the new social media tools powered by RSS - blogs, podcasts, syndication of articles - your options are wide open.

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Recommended Reading

http://www.cluetrain.com/book/index.html

Read the book on line for free

Strategy whitepaper

• Download the free whitepaper at www.press-feed.com

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Additional Reading

Ebooks:• Web Sense by Sally Falkow.

Effective Internet marketing strategies for entrepreneurs.

• The Power of Good Content by Sally Falkow. Lean the secrets of how to write for the search engines and keep your visitors coming back for more. Order online: www.falkowinc.com/inc/ebooks.html

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