5) Marketing

Paolo Torchio & Amanda Webb – September 2007 1 1. Statistics

2. Social Media Best Practices

3. Social Media Marketing on:

– Social Networks

– Social Bookmarking, Tagging, and Content Voting Sites

– Video and Images Sharing Sites

– Collaborative Directories 4. Advertising on Social Networks – Buying your way in

Paolo Torchio & Amanda Webb – September 2007 2 Paolo Torchio & Amanda Webb – September 2007 3 • Visitors to MySpace.com and Friendster.com generally skew older, with people age 25 and older comprising 68 and 71 percent of their user bases, respectively.

• More than one-third (34 percent) of visitors to Facebook.com are 18-24 years old, approximately three times the representation of that age segment in the general Internet population

• Last year half of the MySpace.com visitors were at least 25 years old, while today more than two-thirds of MySpace visitors are age 25 or older

Source: Comscore Metrics Study 10/06

Paolo Torchio & Amanda Webb – September 2007 4 Social Media Marketing

Rule #1: Show the community you are a participant!

Paolo Torchio & Amanda Webb – September 2007 5 Social Media Marketing • Remember you're part of a community

• Be prepared for criticism

• Avoid spin

• Don’t hide who you are

• Examine your motives

• Get ready to work

Paolo Torchio & Amanda Webb – September 2007 6 Social Media Marketing – Social Networks

• Social Networks like MySpace and Bebo do present the opportunity for a business to engage with their customer

Paolo Torchio & Amanda Webb – September 2007 7 Social Media Marketing – Social Networks • Facebook

– Groups for Businesses

Paolo Torchio & Amanda Webb – September 2007 8 Social Media Marketing – Social Networks

• Create your own Network!

– Coca-Cola: www.Mycoke.com

– Disney: www.disneyxd.com

– American Express and Australia: www.australiatravelwiki.com

– Nike and Google – www.joga.com

Paolo Torchio & Amanda Webb – September 2007 9 Social Media Marketing – Social Bookmarking & Tagging Have you ever tagged, voted on content or shared bookmarked content?

Why Use Social Bookmarking & Tags? Social Search!

Paolo Torchio & Amanda Webb – September 2007 10 Social Media Marketing – Social Bookmarking & Tagging

A social is a type of search engine that determines the relevance of search results by considering the interactions or contributions of users. Example forms of user input include social bookmarking or direct interaction with the search results such as promoting or demoting results the user feels are more or less relevant to their query.

Paolo Torchio & Amanda Webb – September 2007 11 Social Media Marketing – Social Bookmarking & Tagging

Search Engine Marketing Benefits

• Generate additional link to your site increasing link popularity

• “Tags” or associates your content with particular keyword phrases

• Distributes content to a wider audience, including additional listings in Search Engine Results

• Encourages repeat traffic

Paolo Torchio & Amanda Webb – September 2007 12 Social Media Marketing – Tagging Tagging: Tagging allows shared information to be both stored and searchable across and other social media sites, including video and photo properties such as YouTube and

Content that can be Tagged:

• Blogs

•

• Press Releases

• Images

• Videos

Paolo Torchio & Amanda Webb – September 2007 13 Social Media Marketing – Tagging Content

The concept:

• Marketers release article or video with suggested tags

• Readers find and article or media with keywords as they see fit

• Content can be found through tags beyond original suggestions via Tag Search Engines and Traditional Search Engines

• Result: Content reaches many, links and traffic increase!

Paolo Torchio & Amanda Webb – September 2007 14 Social Media Marketing – Content Voting Sites Content Voting:

• Instead of tagging content for keyword phrases the user submits a url for inclusion on the site with a descriptive title and summary of the story

• Users can then “” or vote on the story to push its exposure up on the site

• Sites to submit to:

– Digg, Netscape and • Link popularity increases due link generated on Digg and links generated from other picking up your story on Digg

Paolo Torchio & Amanda Webb – September 2007 15 Social Media Marketing – Social Bookmarking/Tagging Exercise

Goal:

To engage in Content Voting as a consumer

Paolo Torchio & Amanda Webb – September 2007 16 Social Media Marketing – Social Bookmarking/Tagging Exercise

1. Go to www.digg.com 2. Create an account 3. Login into email and verify account 4. Go to YouTube.com 5. Search for a Video about your country 6. Hit the “Diggit” link 7. Write a keyword-rich description 8. Write a keyword-rich title 9. Hit save

Paolo Torchio & Amanda Webb – September 2007 17 Social Media Marketing – Best Practices • Encourage users to tag, or vote on your content

• Discover which social bookmarking communities best resonate with your readership

• Make friends, especially with a top user

• Become a top user

• Don’t just bookmark your own content, participate in the community

• Don’t buy votes

• Don’t self-promote

Paolo Torchio & Amanda Webb – September 2007 18 Social Media Marketing – Video and Images

Due to sites like Flickr and YouTube, users can go out and tag content beyond text.

Just like tagging text, tagging video and image help:

• Generate links

• Increase search engine exposure

• Increase your reach

Paolo Torchio & Amanda Webb – September 2007 19 Social Media Marketing – Tagging Via Video Sharing

Rich word rich tags help users find the Video through Search

Paolo Torchio & Amanda Webb – September 2007 20 Social Media Marketing – Tagging via Photo Sharing • Tag and Upload your Images with Flickr!

Paolo Torchio & Amanda Webb – September 2007 21 Social Media Marketing Flickr Best Practices

• Always add tags! The “tags” or keywords that you associate with your photo will make it findable to users when they are searching

• Include link to your Website on each photo and your profile

• Set photos to public

• Create a descriptive title for the image.

• Enter a description under the photo, or write something about the picture.

• If the photo is location specific, go into Flickr’s tools and geotag the picture.

• Create a group and join related groups

Paolo Torchio & Amanda Webb – September 2007 22 Social Media Marketing – Collaborative Directories

• Wikipedia – Creating a page for your business

• Pros:

– Highly ranked in the Search Engines

– Will drive traffic to your site • Cons

– No longer offers Search Engine Optimization benefit

– Open your business to having both positive and negative information posted

– Angering Wikipedians

Paolo Torchio & Amanda Webb – September 2007 23 Social Media Marketing – Collaborative Directories

• Does my business need an entry on Wikipedia?

• If so, don’t have your PR company create the entry

• If your business is already on Wikipedia, refrain from editing your own’s business’ entry

– It’s best to have someone that is already established on the site update incorrect information • Add links to your site via existing related entries

Paolo Torchio & Amanda Webb – September 2007 24 Social Media Marketing – Collaborative Directories

Explore other Wiki’s

– WikiTravel

– WikiCompany

• These sites were designed for business involvement

• They also provide link love in the Search Engines

Paolo Torchio & Amanda Webb – September 2007 25 Advertising in Social Media - Ads on Blogs

Paolo Torchio & Amanda Webb – September 2007 26 Advertising in Social Media - Ads on Blogs Summary: Advertising can solicit participating bloggers to review/write about their service, news or product for a fee.

Benefits: • Rich Media is expensive, ads are a less expensive alternative • Opportunity to reach higher income/educated demographic

Ad Providers: • BlogAds (www.web.blogads.com ) • Abrite (www.adbrite.com ) • Federated Media ( http://www.federatedmedia.net/) • Feedburner (www.feedburner.com )

Pricing Model – Depends on the Publisher, but typically • Pay per click • Cost per impression

• Flat rate per monthPaolo Torchio & Amanda Webb – September 2007 27 Advertising through Web 2.0

Paolo Torchio & Amanda Webb – September 2007 28 Advertising in Social Media - Sponsored Blog Posts Summary: Advertising can solicit participating bloggers to review/write about their service, news or product for a fee.

Benefits: • Advertising message in Blog content from Blogger’s point view • Potential SEO benefits from links • Opportunity for other blogs to pick up story

Ad Providers: • Payperpost (www.web.blogads.com ) • Review Me ( www.reviewme.com )

Pricing Model • Bidding Marketplace •Pay per click •Pay per blog entry

Paolo Torchio & Amanda Webb – September 2007 29 Advertising in Social Media - Ads in RSS Feeds

Paolo Torchio & Amanda Webb – September 2007 30 Advertising in Social Media - Ads in RSS Feeds

Summary: Ads that are displayed directly within subscriber’s RSS Reader

Benefits: • Advertising message is visible to the user whether or not the visit the site

Ad Providers: • Feedburner (www.feedburner.com ) • Pheedo (www.pheedo.com )

Pricing Model • Pay per click

Paolo Torchio & Amanda Webb – September 2007 31 Advertising in Social Media Best practices:

– Engage the blog reader

• Encourage participation

• Encourage conversation

– Banners designed around the Blog’s atmosphere

– Content rather than hard-sell = more clicks

– Advertise only on sites that are highly relevant to your product/services and the destinations you serve, e.g. regional golf or spa blog

Paolo Torchio & Amanda Webb – September 2007 32 Social Media Marketing • Remember you're part of a community

• Be prepared for criticism

• Avoid spin

• Don’t hide who you are

• Examine your motives

• Get ready to work

Paolo Torchio & Amanda Webb – September 2007 33