SEO, SoMe. SEM, OMG! How to make sense of the alphabet soup use them together to optimize online marketing efforts. A detailed tutorial on strategy, protocol and measurement. FSC Interactive is an online marketing firm in New Orleans that specializes in Social Media, SEO and Paid Search.

1. Online Marketing TrifectaSocial Media in Context

2. Online Alphabet Soup

3. Online Search Engine Optimization Keywords Content Links Site Architecture Findability

4. Online Social Media Optimization Goals Monitoring Adjusting Growing Tools

5. Online Social Media Marketing Customer Service Listening Conversation Interaction Promotion

6. Online Search Engine Marketing Keywords Targeted Crafted Message Immediate ResultsFacebook Google AdWords Linked In

7. WhereDoes it fit? Media (SEM) Marketing/PR (SoMe) Creative/ IT (SEO, SMO)

8. How Does it fit? FSC Interactive

9. Media Traditional

10. Media Shifting…

11. Message Evolving…

12. Process Listen

13. Listen To Whom?

14. ListenSo Many Pieces!

15. Listen For What? I LOVE vegetarian restaurants With absolutely NO SELECTION xoxoFAMOUS Food Critic

16. Listen How? vegetarian restaurants

17. Listen Google Alerts

18. Listen Social Mention

19. Listen Google Insights

20. Listen Quantcast

21. Engage Goals & Metrics What does success look like? “I want to increase awareness of my new bar.”

23. Increase online reservations

24. Increase newsletter e-mail database

26. Engage Plan of Action To Do Lists Deliverables Milestones Accountability Metrics

27. Engage Planning Account Detail Messaging Guidelines Build-Out Guidelines Scheduling Guidelines Brand Consistency

28. It’s NOT Reinventing… REpurpose REuse REvitalize REstructure REspond! Engage Content

29. Integrate Search

30. IntegrateListings

32. First Page Rankings

34. Social Stats

35. Engage Branding What’s your voice? Are you a Filet Mignon?

36. Engage Branding Or a Cheeseburger?

37. Let’s GetSocial… It’s as easy as 1,2,3 1. Build Your Profile 2. Build Your Network 3. Build Your Reputation

38. 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

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

40. Facebook Stats

41. Page Facebook Build Your Profile < Sign up for appropriate account type: Profile - Individual person Page - Business, brand, sports team Group - Association or Club

42. Facebook Profile or Page?

43. Facebook Page or Group?

44. Build Your Page Sign up for a page Choose your type, title and fill out contact information

46. Facebook Build Your Network Find Friends through email or your phonebook Or, through Facebook.

47. Facebook Build Your Network Find otherpages that you should be a fan of and that should fan you.

48. Facebook Build Your Reputation Through 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.

49. Facebook Build Your Reputation Create 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.

50. Facebook Build Your Reputation Create Facebook Ads to reach more people

51. Build Your Reputation By creating an online experience People 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.

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

53. Build Your Profile Stream < Your photostream is a collection of all of your photographs.

54. Build Your Stream Create Sets, Galleries and Collections A collection is a group of your photo sets that are related to one another A set is a group of photos Galleries allow up to 18 public photos. It’s an opportunity to celebrate the creativity of your fellow members.

55. Build Your Stream Make your photos easy to find with tags

56. Build Your Network Create and join groups and add contacts. Kevin Costner was wrong. Your network won’t just grow on its own, you have to do it.

57. Build Your Network Link Flickr with your other social networking outlets Facebook Blog or Website

58. YouTube is the #2 Search engine after Google.

59. YouTube Search Optimization

60. Channel YouTube Build Your Profile <

61. YouTube Build Your Channel

62. YouTube Build Your Reputation

63. YouTube Build Your Reputation

64. YouTube Build Your Network

66. Twitter Stats

67. Twitter Build Profile Choose Settings to edit Profile Add a picture or logo Fill out bio Choose a background or create custom

68. Twitter Learn Language Learn the language @= reply or public response RT= forwarding information DM= private message #= search keyword

69. Twitter Build Network

70. Twitter Build Reputation Be generous- ReTweet and Respond Be relevant- Add value to conversation Be diverse- TwitPic, Blip.fm Be consistent Be authentic

71. Twitter Management Sample Applications Desktop TweetDeck Co-Tweet TwitterFox Seesmic HootSuite Mobile Phone iPhone Tweetie Twittelator Blackberry OpenBeak UberTwitter

72. Social Sharing

73. Social Sharing

74. Social Local

75. Goals… Remember Those?

76. Analyze “However beautiful the strategy, you should occasionally look at the results.” - Winston Churchill

77. 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

78. Analyze Popularity

81. Analyze Performance/ Tracking

82. Analyze Performance/ Tracking

83. Analyze Tracking Bit.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…

85. Adjust Strategy

87. OptiMize OpenMind

88. You think You Are

89. But, Your Customers Think

90. Compromise…

91. 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

92. Questions? FSC Interactive 4122 Magazine Street New Orleans, LA 70115 t. 504.894.8011 f. 504.894.8012 www.fscinteractive.com @fscnola