Looking at getting ahead in Facebook, Twitter, Wikipedia, Foursquare and all the other social media tactics out there? This presentation covers the basics of social media to give you a foundation to help you start out on the right foot with your social media strategies and efforts. This presentation was given at Search Engine Strategies Chicago 2010 and can help you take some giant steps forward with your social media strategies. Presentation from Liana "Li" Evans of LiBeck Integrated Marketing (http://www.LiBeckIM.com)

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Liana “Li” Evans, Co-Founder/CEO
LiBeck Integrated Marketing
@storyspinner
SES Chicago – October 2010

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Video or Photo Views,
Comments, Ratings, Links
Twitter Followers & Retweets
Number of Reviews (Positive &
Negative)
Blog Comments & Subscribers
Replies to Forum Messages
New Users to Forum
Subscribers, Friends to Profiles
Answers to Questions Asked
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 Excel Spreadsheets
 Pivot Tables
 Charts
 Graphs
 Word Documents
 Summaries of Engagements
 Overview of Goals/Metrics
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 Research
 Where are the conversations, who’s
having them?
 Strategy
 What’s your plan of approach,
what’s the message
 Engagement
 How & what are you going to share
& give value
 Measurement
 Is what your doing working?
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 Who Is Your Audience?
 Is it different offline than online?
 Are you missing opportunities?
 Don’t Assume!
 What Is Your End Goal?
 Lift market share
 Branding
 Increase sales
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 Where is your audience hanging out
 What are they saying about you
 How do they communicate & share
 Who are the influencers
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 Create Your Strategy Based On Your
Research
 Remember – It’s Not Really Free
 Resources: Money, People,
Platforms & Tools
 Policies
 Who Helps Runs This?
 Contingency Plans
 What Is Success?
 Promotion!
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 Define Your Goals
 Measure Your Progress
 Analytics
 Buzz Monitoring
 Links, Page Rank, etc.
 Is It Worth Your Investment?
 Are Your Resources Being Used Wisely?
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 Do: Your research
 Do: Write your content for your
audience
 Do: Make friends
 Don’t: Submit your own stuff
 Don’t: Pay for votes
 Don’t: Be Stingy
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 Content sites benefit the most
 If you are looking for just eyeball
counts to your site, Social News &
Social Bookmarking is great
 Not High Quality Traffic
 Usually “Hit & Run”
 Time on Site & Bounce Rates are
abysmal
 Viral Potential
 If it get popular, lots of traffic, lots of
links
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 Do: Your Research: Niche groups?
 Do: Create Your Own Content & Brand
Subtly
 Do: Participate in Groups
 Do: Measure views, favorites, embeds,
etc.
 Don’t: Be Promotional
 Don’t: Limit Yourself to 1 site
 Don’t: Expect to go Viral immediately
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 Social Sharing is Very Engaging
 People are very visual
 People love to be entertained
 Not all videos go viral
 Nor do they have to, to be
successful
 Videos & Photos Appear in Search
Results
 Videos & Photos Can be Shared in
Facebook
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 Do: Research if your demographic is
here
 Do: Promote on your other properties
 Do: Engage your fans & friends
 Do: Upload media (photos, videos,
etc.)
 Don’t: “Set it & Forget it”
 Don’t: Spam your fans / friends
 Don’t: Expect your fans to market for
you
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 Social Networks Can Be Addicting
 Think about “Farmville”
 News streams can drive traffic
 Bounce rates & time on site numbers
are better
than social news or social
bookmarking
 It’s not just young kids
 Fastest growing segment on
Facebook is
women over 45
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 Do: Link to other bloggers
 Do: Comment on other blogs
 Do: Create an editorial calendar
 Don’t: Link drop in comments
 Don’t: Submit your stuff to Digg
 Don’t: Spam bloggers with press
releases
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 Bloggers are not like journalists
 They don’t have boundaries
 You need to be consistent
 If you don’t keep putting out
content, no one
will have a reason to come back
 Blogs can eclipse static websites with
their
ability to drive traffic
 Community is important
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 Do: Monitor
 Do: Make sure your information is right
 Do: Engage with commenters
 Don’t: Make fake reviews
 Don’t: Be afraid of the negative
 Don’t: Forget to say “Thank You”
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 Traffic from review sites is quality traffic
 They explore more of your site
 They want to know why people like
you
 Negative reviews are an opportunity
 People are also cynical and don’t
believe it when
reviews are always 5 starts
 Ensure you own your business
 Upload your own photos, ensure
info is correct
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 Do: Hold a conversation
 Do: Share links, pictures & videos
 Do: Remember it’s quality not quantity
 Don’t: Spam hashtags
 Don’t: Auto Direct Message
 Don’t: Use Auto Follower programs
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 Twitter can drive a lot of quality traffic
 People who follow you are
interested in what
you have to say
 Great way to get information out
quickly
 There are a lot of tools to make
managing
Twitter a lot easier
 Engaging in Twitter can lead to great
opportunities in other communities
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 Remember to Integrate
 Email: Tell your already interested
audience
 SEO: optimize your profiles
 PPC: promote what your doing
 PR: Don’t send a press release, use your
media!
 Direct Mail: Include easy ways to find your
social profiles
 Marketing: Social Profiles on TV, Radio, Print
 Integrate & Pollinate
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iPhone, BlackBerry, Palm, Droid
 Smart phones are a common way
of life
 People can watch videos on their
phones
 You don’t need a web browser to
find a restaurant review
 Most social media sites have a way
for community members to access
via mobile – that isn’t a browser!
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Employee Usage Policies
Blogging Policies
Avatars, Pictures, Videos?
Talking with The Press
Comment & Trackback Policies
Giving Freebies
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 Understand Your Audience
 Define Your Goals
 Research & Listen
 Plan Your Strategy
 Measure!
 Not All Social Sites Will Work for You
 Integrate!
 Remember, It’s Not About You!
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