Danish Masterclass 3: Tools, Viral + Social Media Marketing Training

master
class
search + social media marketing
15 november 2010
holstebro, denmark
massimo burgio
global search interactive / sempo
PARTS 5-7
TOOLS
SMM
VIRAL

master
class
PART 5
TOOLS

blog SEO
• meta tags, keywords
• search engine friendly copywriting
• URLs, categories, tags, RSS
• links, images, embeds
social media marketing
Massimo Burgio, Global Search Interactive @ www.globalsearchinteractive.net More presentations available at www.slideshare.net/massimoburgio

social media optimization
• profiles, links, MAO, RSS
• pages, groups, apps
• tools, time, resources, ethics
blog SEO

• content, channels, frequency
• pages, groups, fans, friends, apps
• social media policy
social media optimization
• profiles, links, MAO, RSS
• pages, groups, apps
blog SEO

digital rights vs. distribution
• facebook TOS
• RSS feeds
• creative commons
privacy vs. communication
• what privacy?
• tone of communication
• active participation
ethics vs. spam
• transparency
• opt-in / no spam
• listen, don’t shout
the dark side of social media marketing

• to protect your
company and brand
• to protect
your employees
• to protect
your audience
why you need a social media policy

basic blog tools: blog platforms

basic blog tools: wordpress rocks

blogging basics
• blog SEO = website SEO
• right platform, right plug-ins
• fresh, relevant, optimized content
• post frequently
• use both categories and tags
• create and optimize RSS feeds
• list your blog in blog directories
• submit RSS feeds to feed engines
• participate in the blogosphere
• participate in social networks
blogging basics: the very basic

blogging basics: blog SEO
blog SEO basics
• put blog post title before blog name in title tag
• always use permalinks and trackbacks
• adopt heading tags (h1 , h2, h3) in blog template
• keywords in post title, body, anchor texts
• add keywords and descriptions to metatags
• don’t forget keyword density, proximity, ratio
• focus on content relevancy
• links to reference sites – less is best
• eliminate dead links
• link to other articles in your blog
• alt / title attributes in images
• avoid duplicate content
• always use a clean code
• create and submit a sitemap
• use a robots.txt file
• implement google analytics

fundamentals
• homepage / post templates
• remember functionalities (plugins)
designers tips
• before designing a blog, benchmark
• customize your CSS
blogging basics: blog design

blogging basics: editorial strategies
commenting on other blogs
• less time / freedom of frequency
• no control on main message
• can generate traffic / generates authority
• source can be e-fluential
create your own blog
• time-consuming / need of editorial team
• more control on messages
• SEO effect
• shows your personality
guests authors’ blogs
• very time-consuming
• difficult to recruit authors
• long time commitment
• shows your personality
• generates high authority

microblogging

more than just twitter
• facebook status update
• linkedin status update
• yahoo! status update
• youtube status update
• foursquare / gowalla
…
• tumblr.com
• plurk.com
• pownce.com
…
• friendfeed
• hellotxt
…
microblogging

master
class
PART 6
SMM

social media basics
• listen and participate to conversations
• engage with all target groups and pages
basic tools: social networks
• facebook: marketing tool and social phenomena
• facebook: users, pages, groups, apps and more
• basic networks: facebook, youtube, flickr, linkedin
• basic networks (travel): tripadvisor, trivago, google maps
• other tools: twitter, podcast, sweepstake, video
social media basics: social networks

one to one social media engagement
networks are for networking
• complete info and links in profiles
• friends + groups + fan pages
• emails + comments + bulletins
• active profiles (questions, polls)
• fresh quality content
• pay attention to other users’ issues
• don’t forget to tag media
• link building – a lot
• no spam, please!
• stop marketing, start engaging

WEB 1.0
WEB 2.0
digital identity evolution
source: territorio creativo

more social media mandalas
ADVERTISING
COMMUNICATION
PRODUCT
DEVELOPMENT
CUSTOMER
CARE
SOCIAL
MEDIA
MARKETING
source: territorio creativo

conversation tone on social media networks

talking about manners: facebook etiquette
http://bit.ly/fb-manners

how to get your facebook account disabled

how to get your facebook account disabled
you can lose your facebook account for
• not being human / using a fake name
• being reported for abuse by other users
• using a personal profile to promote a business/organization
• posting copyrighted material
• importing too many RSS feeds to facebook notes
• promoting business on walls / pages / groups
• scraping information off facebook
• getting reported by other users for abuse
• adding too many friends at once
• joining too many groups
• post the same message on too many walls
• sending out identical personal messages to several friends
• placing too many links on posts or messages
• sending too many pokes at once
• insisting on placing facebook ads that have been refused

master
class
PART 7
VIRAL

latest viral videos: a life on facebook
http://bit.ly/life-on-facebook

what is viral marketing? wikipedia
viral marketing and viral advertising are terms used to refer to
marketing activities leveraging existing social networks to
produce exponential effects in brand awareness, by means of a
self-replication process analogue to virus spread-out.
short version
initiatives that incentives users to share a marketing messages
with their friends in a voluntary way, generally by word of mouth
or electronically.
definition of viral marketing

about viral campaigns
• hotmail: the pioneer
• the virus analogy
• not all viral campaigns work
• psychology of target audience is key
• creativity unlocks the viral spread
• credibility + quality overall
• effective + quick management
• don’t forget a call-to-action
• the perfect link baiting
how viral marketing works

viral channels
• internet / web / email
• social networks
• snail mail (database)
• offline
viral elements
• existing network / database
• interaction / relations
• follow-up after the campaign
viral keys
• funny
• useful and unique
• spectacular
• shocking
components of a viral marketing campaign

online viral channels
• email, advergaming, web
• blogs, forums, social networks
• youtube, facebook, adsense, itunes
offline viral channels
• radio, mobile, user desktop
• advergaming, product placement
• guerrilla marketing, unconventional
online / offline viral channels

steps of a viral marketing campaign
• opportunities analysis
• set metrics, goals and KPIs
• design creative campaign
• develop all necessary formats
• identify e-fluenciales
• get seeding channels ready
• launch the campaign
--- e-fluenciales and their networks
--- social networks
--- email marketing
--- other channels / media
• execute the campaign
• measuring of results / feedback
• last minute interventions
• final reporting
• data / goals analysis
how to plan and run a viral campaign

viral marketing ethics
key principles
• happy users will always express positive values about a brand
• word of mouth marketing’s goal is to give power to the users
honesty of ROI
• honesty of relationship
how will we ensure bloggers disclose their relationship and
participation in this marketing program?
• honesty of opinion
what measures will ensure that we are not influencing bloggers
to say anything other than their own honest/genuine opinion?
• honesty of identity
does this program mislead the public in any way that could
damage the reputation of our company?

educational
entertaining
enlightening
the three E of a viral marketing campaign

educational
entertaining
enlightening
engaging
ethic
the five E of a viral marketing campaign

advantages
• (generally) low cost
• easy to transmit
• start with existing network
• runs on external resources
• it will become alive
disadvantages
• lots of time-material
• not easy to control
advantages and disadvantages of viral mktg

not defining goals for the campaign
classic mistakes in viral marketing
• buzz: launch new products, support
promotional campaign, create brand
awareness
• PR: create a case for your public
relation strategy
• lead acquisition: increment of data
base for direct marketing actions
• sales: channel traffic towards
ecommerce site or special promotions
• advertainment: associate a brand to a
viral advertising messaging
• brand equity: viral interaction between
users and brand / top of mind

not knowing the process / steps of viral campaigns
• strategic: identifying goals, and
interaction with marketing plan
• creative: developing of creative ideas
in all necessary format
• production: different format need
different media and different
production time and cost
• seeding: launching the campaign by
“seeding” the target networks and
relevant e-fluential users
• tracking: measuring traffic and
performance of the viral campaign

fearing viral campaigns
• better not to run one, then…
thinking viral = internet
• best virals are cross-media: web, mobile, email, TV, offline...
thinking viral = stupid or sexy videos
• there are many creative ways to be viral
thinking viral cannot be local
• think geotargeting
forgetting about creativity and quality
• a badly designed gaming platform will never get viral
forgetting about simplicity
• viral marketing doesn’t have to be complicated

not knowing why it has to be viral
• probably because viral campaigns are trendy
setting too many goals for the campaign
• set realistic goals, and be ready to accept the reality
using the word “viral” in creative content
• some users may skip the campaign thinking about viruses
using the same creativity as in TV spots
• campaign content should be new and exclusive
asking the agency to make “a game”, or “a movie”
• format should be determined by campaign goals and budget
buying a mailing list
• more successful if spread by e-fluentials of your target networks

not using adequate hosting for traffic
• it sounds great in PR when server crash because
of high traffic, but…
fossilizing your attention on figures and ROI
• best campaigns are not necessarily those with million views on
youtube. better focusing on planned goals and measuring
according preset KPIs
not taking in consideration the cost of each step
• viral campaigns macro steps are production, seeding, managing.
most companies pay only for production, leaving the rest to the
agency’s discretion
not working with a specialized agency
• viral marketing is art and science. not all agencies have the right
resources to create and run a viral marketing campaign

you can select the networks
• the more natural way to start
you can select the channels
• the most important part in planning
you can select the e-fluencers
• but after this the campaign will go on its own
you can select the messaging
• don’t forget that best viral campaigns are those
that allow interaction/customization from users
you cannot select the final audience
• it’s a viral campaign, right?
a few last words on viral marketing targeting

one of the top viral videos of all times: OK GO
http://bit.ly/OKGO-viral

master
class
NEXT
SMO

massimo burgio
global search interactive / sempo
www.globalsearchinteractive.net
www.sempo.org
massimo@globalsearchinteractive.net
facebook.com/massimoburgio
twitter.com/massimoburgio
linkedin.com/in/massimoburgio
slideshare.net/massimoburgio
tak!

Danish Masterclass 3: Tools, Viral + Social Media Marketing Training

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Danish Masterclass 3: Tools, Viral + Social Media Marketing Training