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7 Social Media Secrets That Make a Great Direct Marketing Campaign Great

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7 Social Media Secrets That Make a Great Direct Marketing Campaign Great

  1. 1. 7 Social Media Secrets That Make Good Direct Marketing Campaigns Great December 1, 2011 A special thank you to: Thank you for joining us – we will be starting at 2:00 PM ET/11:00 AM PT If you are unable to hear music at this time, please make sure that your computer speakers are turned on and that your system has not been muted.
  2. 2. Tips for Webinar Attendees • Technical difficulties? Let us know by using the “Q and A” box, or trouble-shoot by clicking the “Help” widget below → Quick tip: Common problems (like loss of sound and/or stall in the slides) can often be fixed by a quick refresh of your browser. • Have a question for today’s speaker? Submit via the “Q and A” box • Please disable pop-up blockers • See what this console can do! Click on the “Tips for Attendees” widget for the complete rundown. Don’t forget to “share” this webinar!
  3. 3. Today’s Speaker Julie Perry VP & Social Media Director BLASTmedia Moderator Thorin McGee Editor in Chief Target Marketing
  4. 4. BLASTmedia Integrated PR & Social Media Outbound Marketing Interruption Marketing (Push) • Cold Calling / Telemarketing • Direct Mail • Email Blasts • Tradeshows • Print Ads • TV/Radio Ads • Press Releases & Media Relations* “…buy, beg, or bug their way in…” – Brian Halligan, CEO & CoFounder of Hub Spot Copyright © 2011 BLASTmedia All Rights Reserved.
  5. 5. BLASTmedia Integrated PR & Social Media Inbound Marketing Permission Marketing (Pull) • Inbound marketing typically has three (3) components: SEO, Content Marketing, and Social Media. 1. SEO is the process of creating optimized web content based on keywords that people search—with the goal of boosting the organic visibility of your content within search engines. 2. Content Marketing is the process of creating magnetic content—such as blog posts, images, videos, whitepapers , landing pages, web forms, and eBooks—to attract prospective clients/buyers. 3. Social Media is the process of leveraging Facebook, LinkedIn, Twitter, YouTube, and other social media platforms to promote and boost the visibility of your content within social media. This will amplify the impact of your content and allow you to engage directly with prospects, leads, and customers. Copyright © 2011 BLASTmedia All Rights Reserved.
  6. 6. BLASTmedia Integrated PR & Social Media Outbound + Inbound Marketing Outbound Marketing (Push) Inbound Marketing (Pull) • Cold Calling / • SEO / SEM Telemarketing • Blogging & • Direct Mail Content Marketing • Email Blasts • RSS • Tradeshows • Social Media • Print Ads • Social Media ―Ads‖ • TV/Radio Ads • ―Viral Videos‖ • Press Releases / • Media Coverage Media Relations Copyright © 2011 BLASTmedia All Rights Reserved.
  7. 7. BLASTmedia Integrated PR & Social Media Outbound + Inbound Marketing Outbound Marketing (Push) Inbound Marketing (Pull) • Cold Calling / • SEO / SEM Telemarketing • Blogging & • Direct Mail Content Marketing • Email Blasts • RSS • Tradeshows • Social Media • Print Ads • Social Media ―Ads‖ • TV/Radio Ads • ―Viral Videos‖ • Press Releases / • Media Coverage Media Relations * Integrate the two. Use each to cross-promote & support the other. Copyright © 2011 BLASTmedia All Rights Reserved.
  8. 8. BLASTmedia Integrated PR & Social Media Webinar Overview: Integrating Outbound Direct Marketing Campaigns and Inbound Marketing Tactics 1. Direct Mail – Amp up Your Direct Mail by Bringing Prospects & Customers Online and Engaging Them with Sharable Content 2. Email Blasts – Turn Your Emails Into an Online Experience that Customers & Prospects Will Love (and Share!) 3. PR – Optimize Press Releases to be Found via Search and Follow-Up via Twitter 4. Content – Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits 5. Video – YouTube Content for Search Engine Optimization & Sharing 6. Tradeshows – Team Up With Twitter 7. Advertising (Online) – Advertise on Social Media Sites Copyright © 2011 BLASTmedia All Rights Reserved.
  9. 9. BLASTmedia Integrated PR & Social Media Tactic #1: Direct Mail – Amp Up Your Direct Mail by Bringing Prospects & Customers Online and Engaging Them with Sharable Content • Give valuable, sharable content and offer a way to connect with you online. (Think of this as bait to reel them into the digital sales funnel.) Copyright © 2011 BLASTmedia All Rights Reserved.
  10. 10. BLASTmedia Integrated PR & Social Media Tactic #1: Direct Mail – Amp Up Your Direct Mail by Bringing Prospects & Customers Online and Engaging Them with Sharable Content • Give valuable, sharable content and offer a way to connect with you online. (Think of this as bait to reel them into the digital sales funnel.) • Invite them to participate in a simple online poll. Then, make the poll sharable to their online contacts. Copyright © 2011 BLASTmedia All Rights Reserved.
  11. 11. BLASTmedia Integrated PR & Social Media Tactic #1: Direct Mail – Amp Up Your Direct Mail by Bringing Prospects & Customers Online and Engaging Them with Sharable Content • Give valuable, sharable content and offer a way to connect with you online. (Think of this as bait to reel them into the digital sales funnel.) • Invite them to participate in a simple online poll. Then, make the poll sharable to their online contacts. • Develop your own contest and invite them to enter online via your website, blog, or Facebook page. Make the contest sharable; consider opening it to voting by the public. Copyright © 2011 BLASTmedia All Rights Reserved.
  12. 12. BLASTmedia Integrated PR & Social Media Tactic #1: Direct Mail – Amp Up Your Direct Mail by Bringing Prospects & Customers Online and Engaging Them with Sharable Content • Give valuable, sharable content and offer a way to connect with you online. (Think of this as bait to reel them into the digital sales funnel.) • Invite them to participate in a simple online poll. Then, make the poll sharable to their online contacts. • Develop your own contest and invite them to enter online via your website, blog, or Facebook page. Make the contest sharable; consider opening it to voting by the public. • Bottom Line: Give prospects/customers a BENEFICIAL REASON to connect with you online. Entice them. Copyright © 2011 BLASTmedia All Rights Reserved.
  13. 13. BLASTmedia Integrated PR & Social Media More Ways to Get Them Online from Direct Mail • Hook them with ―Part 1‖ of an information series and send them to read the rest online. Copyright © 2011 BLASTmedia All Rights Reserved.
  14. 14. BLASTmedia Integrated PR & Social Media More Ways to Get Them Online from Direct Mail • Hook them with ―Part 1‖ of an information series and send them to read the rest online. • Consider having them scan a QR code where they then have a survey to fill out or contest to enter. Copyright © 2011 BLASTmedia All Rights Reserved.
  15. 15. BLASTmedia Integrated PR & Social Media More Ways to Get Them Online from Direct Mail • Hook them with ―Part 1‖ of an information series and send them to read the rest online. • Consider having them scan a QR code where they then have a survey to fill out or contest to enter. • Print QR (quick response) codes on your postcards or direct mail pieces that drive your prospects or customers to a specific landing page on your website (not just your homepage). Copyright © 2011 BLASTmedia All Rights Reserved.
  16. 16. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  17. 17. BLASTmedia Integrated PR & Social Media More Ways to Get Them Online from Direct Mail • Hook them ―Part 1‖ of an information series and ask them to read the rest online. • Consider having them scan a QR code where they then have a survey to fill out or contest to enter. • Print QR (quick response) codes on your postcards or direct mail pieces that drive your prospects or customers to a specific landing page on your website (not just your homepage). • Alternative: Build a flash drive into your direct mail piece. Copyright © 2011 BLASTmedia All Rights Reserved.
  18. 18. BLASTmedia Integrated PR & Social Media More Ways to Get Them Online from Direct Mail • Hook them ―Part 1‖ of an information series and ask them to read the rest online. • Consider having them scan a QR code where they then have a survey to fill out or contest to enter. • Print QR (quick response) codes on your postcards or direct mail pieces that drive your prospects or customers to a specific landing page on your website (not just your homepage). • Alternative: Build a flash drive into your direct mail piece. • Once you have them online, offer ways to share with existing contacts. Require them to create content to enter a contest. Copyright © 2011 BLASTmedia All Rights Reserved.
  19. 19. BLASTmedia Integrated PR & Social Media Example: Run it through a service like PollDaddy.com and have share buttons. Copyright © 2011 BLASTmedia All Rights Reserved.
  20. 20. BLASTmedia Integrated PR & Social Media Example: QR Code to Mobile Landing Page for Contest Entry (Building an Email List) Copyright © 2011 BLASTmedia All Rights Reserved.
  21. 21. BLASTmedia Integrated PR & Social Media QR Code to Mobile Landing Page for Contest Entry (After Submitting Entry – Double Opted In, with Share Buttons) Copyright © 2011 BLASTmedia All Rights Reserved.
  22. 22. BLASTmedia Integrated PR & Social Media QR Code to Mobile Landing Page for Contest Entry (Upon Confirmation, Taken to YouTube video) Copyright © 2011 BLASTmedia All Rights Reserved.
  23. 23. BLASTmedia Integrated PR & Social Media Tactic #2: Email Blasts – Turn Your Emails Into an Online Experience That Customers & Prospects will Love (and Share!) • Send content that doesn‘t ―go for the sale,‖ but rather, offers information to pull them in to learn more. Example: Offers to ―opt-in‖ to informational webinars or to download informational eBooks or white papers. Copyright © 2011 BLASTmedia All Rights Reserved.
  24. 24. BLASTmedia Integrated PR & Social Media Tactic #2: Email Blasts – Turn Your Emails Into an Online Experience That Customers & Prospects will Love (and Share!) • Send content that doesn‘t ―go for the sale,‖ but rather, offers information to pull them in to learn more. Example: Offers to ―opt-in‖ to informational webinars or to download informational eBooks or white papers. • Include a blog summary at the end of the month. Copyright © 2011 BLASTmedia All Rights Reserved.
  25. 25. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  26. 26. BLASTmedia Integrated PR & Social Media Tactic #2: Email Blasts – Turn Your Emails Into an Online Experience That Customers & Prospects will Love (and Share!) • Send content that doesn‘t ―go for the sale,‖ but rather, offers information to pull them in to learn more. Example: Offers to ―opt-in‖ to informational webinars or to download informational eBooks or white papers. • Include a blog summary at the end of the month. • Watch the number of images you use. Use more rich text in case images are blocked. Copyright © 2011 BLASTmedia All Rights Reserved.
  27. 27. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  28. 28. BLASTmedia Integrated PR & Social Media Tactic #2: Email Blasts – Turn Your Emails Into an Online Experience That Customers & Prospects will Love (and Share!) • Send content that doesn‘t ―go for the sale,‖ but rather, offers information to pull them in to learn more. Example: Offers to ―opt-in‖ to informational webinars or to download informational eBooks or white papers. • Include a blog summary at the end of the month. • Limit your use of images. Use more rich text in case images are blocked. • Use polls & contests to drive them elsewhere online to engage directly. Copyright © 2011 BLASTmedia All Rights Reserved.
  29. 29. BLASTmedia Integrated PR & Social Media Tactic #2: Email Blasts – Turn Your Emails Into an Online Experience That Customers & Prospects will Love (and Share!) • Send content that doesn‘t ―go for the sale,‖ but rather, offers information to pull them in to learn more. Example: Offers to ―opt-in‖ to informational webinars or to download informational eBooks or white papers. • Include a blog summary at the end of the month. • Limit your use of images. Use more rich text in case images are blocked. • Use polls & contests to drive them elsewhere online to engage directly. • Consider multimedia, such as a YouTube video, to better engage. Copyright © 2011 BLASTmedia All Rights Reserved.
  30. 30. BLASTmedia Integrated PR & Social Media Tactic #2: Email Blasts – Turn Your Emails Into an Online Experience That Customers & Prospects will Love (and Share!) • Send content that doesn‘t ―go for the sale,‖ but rather, offers information to pull them in to learn more. Example: Offers to ―opt-in‖ to informational webinars or to download informational eBooks or white papers. • Include a blog summary at the end of the month. • Limit your use of images. Use more rich text in case images are blocked. • Use polls & contests to drive them elsewhere online to engage directly. • Consider multimedia, such as a YouTube video, to better engage. • Include social media ―share‖ buttons within email. Copyright © 2011 BLASTmedia All Rights Reserved.
  31. 31. BLASTmedia Integrated PR & Social Media Tactic #2: Email Blasts – Turn Your Emails Into an Online Experience That Customers & Prospects will Love (and Share!) • Send content that doesn‘t ―go for the sale,‖ but rather, offers information to pull them in to learn more. Example: Offers to ―opt-in‖ to informational webinars or to download informational eBooks or white papers. • Include a blog summary at the end of the month. • Limit your use of images. Use more rich text in case images are blocked. • Use polls & contests to drive them elsewhere online to engage directly. • Consider multimedia, such as a YouTube video, to better engage. • Include social media ―share‖ buttons within email. • Social media profiles should be accompanied by a valuable, benefits- driven reason they should follow, friend, ―like,‖ or subscribe to those channels to further engage with you in a ―permission-based‖ fashion. Copyright © 2011 BLASTmedia All Rights Reserved.
  32. 32. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  33. 33. BLASTmedia Integrated PR & Social Media Tell them WHY! “For special offers,” “To be the first to know when…,” “to see our demo…” Copyright © 2011 BLASTmedia All Rights Reserved.
  34. 34. BLASTmedia Integrated PR & Social Media Tactic #3: Optimize Press Releases to be Found via Search; Follow-Up via Twitter • Outbound – Create & issue Press Releases, along with traditional media relations follow-up by phone or email. • Inbound #1 – Press Release optimization, link promotion, and syndication for backlinks & SEO benefits. • You create and issue a press release to push your news out for media pick-up. • But now you can use it to get links and be found by those searching for content. • There‘s a new reporter on the block. It‘s a ―bot.‖ Are you talking to it? • Inbound #2 – Follow-up via social media profiles, like Twitter. Copyright © 2011 BLASTmedia All Rights Reserved.
  35. 35. BLASTmedia Integrated PR & Social Media Tactic #3: Optimize Press Releases to be Found via Search; Follow-Up via Twitter 1. Optimize your press releases for search results. Copyright © 2011 BLASTmedia All Rights Reserved.
  36. 36. BLASTmedia Integrated PR & Social Media Online Press Release Optimization • Consider paying for distribution on Business Wire or PR Web. • I suggest a keyword density of 3%–5%, and an active link per 100 words. 350-750 words total. • Start sentences with keywords. Start and end blocks of copy with keywords. • Break quotes into 2 parts. (NOTE: Quotes on many of the newswires services will become callouts, so make them strong and memorable). • Link to different pages within your site. Copyright © 2011 BLASTmedia All Rights Reserved.
  37. 37. BLASTmedia Integrated PR & Social Media Tactic #3: Optimize Press Releases to be Found via Search; Follow-Up via Twitter 1. Optimize your press releases for search results. 2. Connect with media directly on sites like Twitter so you can attract their attention and follow-up. Copyright © 2011 BLASTmedia All Rights Reserved.
  38. 38. BLASTmedia Integrated PR & Social Media Tactic #3: Optimize Press Releases to be Found via Search; Follow-Up via Twitter 1. Optimize your press releases for search results. 2. Connect with media directly on sites like Twitter so you can attract their attention and follow-up. • Golden Rule on Twitter: Make others feel important, and they, in turn, make you important. Copyright © 2011 BLASTmedia All Rights Reserved.
  39. 39. BLASTmedia Integrated PR & Social Media Tactic #3: Optimize Press Releases to be Found via Search; Follow-Up via Twitter 1. Optimize your press releases for search results. 2. Connect with media directly on sites like Twitter so you can attract their attention and follow-up. • Golden Rule on Twitter: Make others feel important, and they, in turn, make you important. 3. Promote all pickups so you encourage media to promote you (Tactic #4). Copyright © 2011 BLASTmedia All Rights Reserved.
  40. 40. BLASTmedia Integrated PR & Social Media Tactic #3: Optimize Press Releases to be Found via Search; Follow-Up via Twitter 1. Optimize your press releases for search results. 2. Connect with media directly on sites like Twitter so you can attract their attention and follow-up. • Golden Rule on Twitter: Make others feel important, and they, in turn, make you important. 3. Promote all pickups so you encourage media to promote you (Tactic #4). • Provides you inbound opportunities as others ―catch wind‖ of your public interactions with 3rd-party sources. Leverage that influence, be it new media or traditional. YOU are the media! Copyright © 2011 BLASTmedia All Rights Reserved.
  41. 41. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • Outbound – Direct Mail & Email Content, Press Releases • Inbound #1 – Repurposing company announcements and news for blog content (search benefits). Copyright © 2011 BLASTmedia All Rights Reserved.
  42. 42. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • Outbound – Direct Mail & Email Content, Press Releases • Inbound #1 – Repurposing company announcements and news for blog content (search benefits). • Inbound #2 – Repurposing informational content for multimedia presentations and article marketing (content distribution and backlink-creation to benefit SEO). Copyright © 2011 BLASTmedia All Rights Reserved.
  43. 43. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  44. 44. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • Outbound – Direct Mail & Email Content, Press Releases • Inbound #1 – Repurposing company announcements and news for blog content (search benefits). • Inbound #2 – Repurposing informational content for multimedia presentations and article marketing (content distribution and backlink-creation to benefit SEO). • Inbound #3 – Repurposing of Media Coverage—both mainstream and new media—for leveraging via Social Media channels and search benefits via blog. Copyright © 2011 BLASTmedia All Rights Reserved.
  45. 45. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  46. 46. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • You must be FINDABLE. People love to discover things. You can push your content all day long, but being in ―the line of search‖ is the best road to conversion. Pull it in. Copyright © 2011 BLASTmedia All Rights Reserved.
  47. 47. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • You must be FINDABLE. People love to discover things. You can push your content all day long, but being in ―the line of search‖ is the best road to conversion. Pull it in. • Blogs and other optimized content are magnets to links. ("Link bait.") And links fuel SEO. Copyright © 2011 BLASTmedia All Rights Reserved.
  48. 48. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • You must be FINDABLE. People love to discover things. You can push your content all day long, but being in ―the line of search‖ is the best road to conversion. Pull it in. • Blogs and other optimized content are magnets to links. ("Link bait.") And links fuel SEO. • Consider a Blog Editorial Calendar with a mix of link bait, company news, and ―utility posts.‖ • Link Bait: By your company or guest bloggers (experts). • Company News: Including posting Media Coverage. • Utility Posts: Product and feature annoucements. Copyright © 2011 BLASTmedia All Rights Reserved.
  49. 49. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • Take your most popular blog post, add some images, and translate it into PowerPoint that you can upload to Slideshare and embed in your post. Copyright © 2011 BLASTmedia All Rights Reserved.
  50. 50. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • Take your most popular blog post, add some images, and translate it into PowerPoint that you can upload to Slideshare and embed in your post. • Or consider VIDEO to relay the same information. (But accompany embedded video with keyword-rich text or a script for SEO on your blog.) Copyright © 2011 BLASTmedia All Rights Reserved.
  51. 51. BLASTmedia Integrated PR & Social Media Tactic #4: Repurposing Outbound Content & Press Coverage for Inbound Marketing & SEO Benefits • Take your most popular blog post, add some images, and translate it into PowerPoint that you can upload to Slideshare and embed in your post. • Or consider VIDEO to relay the same information. (But accompany embedded video with keyword-rich text or a script for SEO on your blog.) • Submit links to blog posts (hub) and social media objects (spokes) to social bookmarking sites and news aggregators. 1. StumbleUpon 2. Reddit 3. Digg.com 4. BizSugar.com Copyright © 2011 BLASTmedia All Rights Reserved.
  52. 52. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing • Outbound – YouTube video created and uploaded. • Inbound #1 – Optimization of videos for search, YouTube CTA (Call-To-Action) ads, and proper link placement/usage to offer a call to action & traffic generation back to your website. • Inbound #2 – Cross linking videos with annotations (which is pulling in with one video but sending to another with call to action). Copyright © 2011 BLASTmedia All Rights Reserved.
  53. 53. BLASTmedia Integrated PR & Social Media Some important things to know about • YouTube is now the #2 search engine in the world after Google. • YouTube is also the second most popular website in the world. • YouTube is a search engine AND a social network. Copyright © 2011 BLASTmedia All Rights Reserved.
  54. 54. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing This is an Ad Client #1 Organic Search Result Copyright © 2011 BLASTmedia All Rights Reserved.
  55. 55. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing BLAST #1 Copyright © 2011 BLASTmedia All Rights Reserved.
  56. 56. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing Copyright © 2011 BLASTmedia All Rights Reserved.
  57. 57. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing Video Title Tips • Get primary keywords in, but balance between talking to search engines and piquing interest. • Don‘t repeat words either—it won‘t help you. • You get 120 Title characters—use all of them! • Copy (match) a similar title you want to be related to. Do research. • Remember: They aren‘t looking for YOU, they are looking for a solution to a problem. Copyright © 2011 BLASTmedia All Rights Reserved.
  58. 58. BLASTmedia Integrated PR & Social Media Good YouTube Video Title Examples • Barcode, Bar Codes, Barcoding – What‘s it all about • How to Build Web Forms with Formstack‘s Simple Online Form Builder! • Social Media Marketing with YouTube: Why? – BLASTmedia • Act-On Software Marketing Automation Case Study: InsideSales.com Generates Leads for DreamForce • How Can We Tackle the E-Waste Problem? Reduce, Reuse and Recycle with NextWorth! Copyright © 2011 BLASTmedia All Rights Reserved.
  59. 59. BLASTmedia Integrated PR & Social Media Video Tagging & Description Writing Tips • Use quotes around keyword phrases. Copyright © 2011 BLASTmedia All Rights Reserved.
  60. 60. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing Copyright © 2011 BLASTmedia All Rights Reserved.
  61. 61. BLASTmedia Integrated PR & Social Media Video Tagging & Description Writing Tips • Use quotes around keyword phrases. • From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos.‖ Copyright © 2011 BLASTmedia All Rights Reserved.
  62. 62. BLASTmedia Integrated PR & Social Media Video Tagging & Description Writing Tips • Use quotes around keyword phrases. • From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos." • The more words you include in your description, the higher your chances of being discovered by searchers (5,000 characters max). Copyright © 2011 BLASTmedia All Rights Reserved.
  63. 63. BLASTmedia Integrated PR & Social Media Video Tagging & Description Writing Tips • Use quotes around keyword phrases. • From YouTube: ―Tags can include up to 120 characters. Make a goal to use every one of these limits for each of your videos." • The more words you include in your description, the higher your chances of being discovered by searchers (5,000 characters max). • Get your top keyword / keyword phrase in 3-4 times. Copyright © 2011 BLASTmedia All Rights Reserved.
  64. 64. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing Copyright © 2011 BLASTmedia All Rights Reserved.
  65. 65. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing Add Annotations to Link Content For special call-outs and to put emphasis on your call to action. (Use these to link to other videos in a series or that you think your audience will like; tempt them to watch more of your content.) Copyright © 2011 BLASTmedia All Rights Reserved.
  66. 66. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing Annotation CTA Copyright © 2011 BLASTmedia All Rights Reserved.
  67. 67. BLASTmedia Integrated PR & Social Media Tactic #5: YouTube Content for Search & Sharing Annotation Copyright © 2011 BLASTmedia All Rights Reserved.
  68. 68. BLASTmedia Integrated PR & Social Media YouTube Channel = Your Homebase for Video Content Copyright © 2011 BLASTmedia All Rights Reserved.
  69. 69. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Outbound – Having a booth at or simply attending trade shows. • Inbound – Using Twitter Lists and Hashtags (#) to maximize trade show presence, networking opportunities, and brand engagement while at the show. • Inbound – Also: Contest and Giveaways to lure prospects to you, promoted via platforms like Twitter (with hashtags) to draw people to you. Copyright © 2011 BLASTmedia All Rights Reserved.
  70. 70. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Twitter lists are easily compiled subsets of Twitter users who follow a particular topic for your own purposes—you can then track them down easier as your list of followers grow. Copyright © 2011 BLASTmedia All Rights Reserved.
  71. 71. BLASTmedia Integrated PR & Social Media Twitter Lists Copyright © 2011 BLASTmedia All Rights Reserved.
  72. 72. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Twitter lists are easily compiled subsets of Twitter users who follow a particular topic for your own purposes—you can then track them down easier as your list of followers grow. • It also helps when using Twitter clients, such as Tweetdeck; add those lists in to watch these feeds in columns. Copyright © 2011 BLASTmedia All Rights Reserved.
  73. 73. BLASTmedia Integrated PR & Social Media Tweetdeck – Segment out your various lists Copyright © 2011 BLASTmedia All Rights Reserved.
  74. 74. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Twitter lists are easily compiled subsets of Twitter users who follow a particular topic for your own purposes—you can then track them down easier as your list of followers grow. • It also helps when using Twitter clients, such as Tweetdeck; add those lists in to watch these feeds in columns. • In terms of growing your own follower number, by adding others to your public lists, they will see this show up on their profile and quite often, people will reciprocate by following you back. Copyright © 2011 BLASTmedia All Rights Reserved.
  75. 75. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Keep in mind that you can make these lists private so that people you add don‘t even know they‘ve been singled out. Copyright © 2011 BLASTmedia All Rights Reserved.
  76. 76. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  77. 77. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • To start well in advance, find out the designated hashtag for your event early and start keeping an eye on people sending out tweets using that. • Check http://search.twitter.com every few days a couple months out and then daily the two weeks before. Reach out to people and let them know of any giveaways or promotions you‘ll be doing at your booth. Example searching for the Consumer Electronics Show: #CES Copyright © 2011 BLASTmedia All Rights Reserved.
  78. 78. BLASTmedia Integrated PR & Social Media Copyright © 2011 BLASTmedia All Rights Reserved.
  79. 79. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Just by adding people to a list that is titled ―Tweeters coming to the ‗X‘ Trade Show,‖ you‘ll find that they may end up tweeting about that list. • Example – DigINDIANA: http://twitter.com/digindiana/lists Copyright © 2011 BLASTmedia All Rights Reserved.
  80. 80. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • You build your own lists by hovering over the person icon on a profile and then clicking on the link for ―add to list.‖ From there, you can create a new list or add someone to a previous list. Copyright © 2011 BLASTmedia All Rights Reserved.
  81. 81. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Get people to your trade show booth by doing a giveaway that requires they come by to register. Copyright © 2011 BLASTmedia All Rights Reserved.
  82. 82. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Get people to your trade show booth by doing a giveaway that requires they come by to register. • If you‘ve built a list ahead of time, it will give you people you can @ to encourage them to come by (after all, you know they‘re at the show). Copyright © 2011 BLASTmedia All Rights Reserved.
  83. 83. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Get people to your trade show booth by doing a giveaway that requires they come by to register. • If you‘ve built a list ahead of time, it will give you people you can @ to encourage them to come by (after all, you know they‘re at the show). • Watch conversations via the hashtag stream on Twitter and reach out directly if you think it‘s appropriate. Copyright © 2011 BLASTmedia All Rights Reserved.
  84. 84. BLASTmedia Integrated PR & Social Media Tactic #6: Tradeshows – Team Up With Twitter • Get people to your trade show booth by doing a giveaway that requires they come by to register. • If you‘ve built a list ahead of time, it will give you people you can @ to encourage them to come by (after all, you know they‘re at the show). • Watch conversations via the hashtag stream on Twitter and reach out directly if you think it‘s appropriate. • Keep a tab open on your computer to watch http://search.twitter.com – follow keywords, the name of the show, and most importantly, the official show hashtag. Copyright © 2011 BLASTmedia All Rights Reserved.
  85. 85. BLASTmedia Integrated PR & Social Media Tactic #7: Advertise on Social Media Sites • Outbound – Purchasing Advertising on Facebook, Twitter and/or YouTube • Inbound #1 – Facebook: Present a call to action as bait to lure them into ―liking‖ a brand page. Or use Facebook ads to drive traffic back to your website. Copyright © 2011 BLASTmedia All Rights Reserved.
  86. 86. BLASTmedia Integrated PR & Social Media Tactic #7: Advertise on Social Media Sites Copyright © 2011 BLASTmedia All Rights Reserved.
  87. 87. BLASTmedia Integrated PR & Social Media Tactic #7: Advertise on Social Media Sites • Outbound – Purchasing Advertising on Facebook, Twitter and/or YouTube • Inbound #1 – Facebook: Present a call to action as bait to lure them into ―liking‖ a brand page. Or use Facebook ads to drive traffic back to your website. • Inbound #2 – YouTube: Get them to watch a video that offers a solution to their ―problem‖ based on keyword search terms. Copyright © 2011 BLASTmedia All Rights Reserved.
  88. 88. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Promoted Ad Copyright © 2011 BLASTmedia All Rights Reserved.
  89. 89. BLASTmedia Integrated PR & Social Media Set up a Promoted Ad Campaign on YouTube If I can bid just $.25 a click on my top keyword using YouTube PPV, yet it‘s over $5.00 on Google PPC, that should tell you there is a huge opportunity here! It‘s the last frontier. Copyright © 2011 BLASTmedia All Rights Reserved.
  90. 90. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns #1 Organic Search Result Ad Copyright © 2011 BLASTmedia All Rights Reserved.
  91. 91. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Copyright © 2011 BLASTmedia All Rights Reserved.
  92. 92. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Visit: http://ads.youtube.com Copyright © 2011 BLASTmedia All Rights Reserved.
  93. 93. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Copyright © 2011 BLASTmedia All Rights Reserved.
  94. 94. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Copyright © 2011 BLASTmedia All Rights Reserved.
  95. 95. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Copyright © 2011 BLASTmedia All Rights Reserved.
  96. 96. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Copyright © 2011 BLASTmedia All Rights Reserved.
  97. 97. BLASTmedia Integrated PR & Social Media YouTube Promoted Video Campaigns Minimum bid is $0.01 Remember, this is just for views that come in via YouTube search results. You may or may not come up due to the amount of the bid. HOWEVER, as you‘re about to see, you‘ll still get the flash call-to-action (CTA) ads. Copyright © 2011 BLASTmedia All Rights Reserved.
  98. 98. BLASTmedia Integrated PR & Social Media CTA Ad from Channel View Copyright © 2011 BLASTmedia All Rights Reserved.
  99. 99. BLASTmedia Integrated PR & Social Media CTA Ads on YouTube Copyright © 2011 BLASTmedia All Rights Reserved.
  100. 100. BLASTmedia Integrated PR & Social Media CTA Ads on YouTube Copyright © 2011 BLASTmedia All Rights Reserved.
  101. 101. BLASTmedia Integrated PR & Social Media CTA Ads on YouTube Clickable Ad Copyright © 2011 BLASTmedia All Rights Reserved.
  102. 102. BLASTmedia Integrated PR & Social Media Promoted Ads on YouTube – Results! Copyright © 2011 BLASTmedia All Rights Reserved.
  103. 103. BLASTmedia Integrated PR & Social Media Google Analytics Traffic Results • Facebook = Frequent but Repeat Traffic • Twitter = High but Least Quality Traffic • YouTube = New, Quality Traffic (Low Bounce) Copyright © 2011 BLASTmedia All Rights Reserved.
  104. 104. BLASTmedia Integrated PR & Social Media Voila! @JuliePerry & @BLASTmediaPR YouTube.com/BLASTmediaPR http://BLASTmedia.com/blog Copyright © 2011 BLASTmedia All Rights Reserved.
  105. 105. Question & Answer Session If you haven’t done so already, please take this time to submit questions to our speakers using the “Q&A” box on your console. Thank you to for sponsoring today’s webinar!
  106. 106. Thank You Thank you for taking the time to attend our webinar today. For additional information about our webinar series, check out the following Web site: www.targetmarketingmag.com/webinar Please take a moment to fill out our feedback survey. (It will open in a new browser window/tab momentarily!)

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