Presentation made at SMM MDP on 28-29th November 2011.

1. Social Media Dynamics
POWER OF INFLUENCERS
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2. What’s Happening
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In this new media landscape, we
are all audience, journalist, editor
and source – all at once!
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3. The types of social media
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Content-based social media marketing
Content sites
 Focuses on the content to
be posted and passed
around: blogs, videos,
photos, news stories,
podcasts
 Or bookmarks to the content
 Feeds viral marketing Bookmarking sites
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4. Personality-based social media marketing
 Consumer companies
create character
profiles, but may not be
the best marketing for
IT companies
 IT consultants create
professional profiles
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Interest-based social media marketing
 Communities form around
topics of interest, such as
message boards and
specialty search engines
 IT marketers must get into these
conversations
 Maybe social bookmarking sites fit into this
category, too
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5. Fantasy-based social media marketing
 Virtual worlds, inhabited
by avatars, allow fantasy
lives that marketers wish
to be part of—Apple, IBM,
and other companies
already play
 Kids have their worlds
too
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Social media marketing can be planned
 Choose interesting
topics for your
stories—just like good
old public relations
 Use good titles and
descriptions—just like <title>
search marketing
 Make it easy to
bookmark, (that’s not
silly)
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6. Why Do We Use Social Media?
 Marketing/Branding
► Be where the action is
► Be part of the discussion
► “bond with the brand”
► Create more loyalty, respect
► Admissions
 Public Relations/Reputation Management
► Supreme efficiency
► Monitoring of discussions, anticipate issues
► Humanize stories
► Emergency communications
 Alumni Relations
► Continue ties with alumni
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Facebook commands consumer time and attention
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Outbound Marketing
800-555-1234
Annoying
Salesperson
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8. Inbound Marketing
Blog SEO Social
Media
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Rethinking Marketing
Outbound Marketing Inbound Marketing
 Telemarketing  SEO / SEM
 Trade shows  Blogging
 Direct mail  Social Media
 Email blasts  RSS
 Print ads  Free tools / trials
 TV/radio ads  PR / Buzz
Interruption Permission
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9. Standard classifications of discussion
 Acknowledging receipt of  Giving a heads-up
information  Responding to criticism
 Advertising something  Giving a shout-out
 Answering a question  Making a joke
 Asking a question  Making a suggestion
 Augmenting a previous post  Making an observation
 Calling for action  Offering a greeting
 Disclosing personal  Offering an opinion
information
 Putting out a wanted ad
 Distributing media
 Rallying support
 Expressing agreement
 Recruiting people
 Expressing criticism
 Showing dismay
 Expressing support
 Soliciting comments
 Expressing surprise
 Soliciting help
 Starting a poll
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Why is This So Tough?
© 2005 IBM Corporation
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10. Marketers have to give up control
 We don’t control the message
 The message is changed, rebutted, parodied, and
misconstrued by our audience
 Even if our audience is
small, they are key
voices to us
 We must modify what
we say in response
 Every day
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Social media marketing can be a big challenge
 Companies must coordinate these techniques
 But they usually can’t centralize them
Every Web page must be
There can’t be any blogging written for link baiting
department
Any employee can troll a Every employee can
message board represent your
company
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11. How do you coordinate across your company
Evangelism, training, and policies
Employee Blogging Policy
 Blogs may not contain any company confidential
information.
 All bloggers must be approved by their managers
before publishing their first entry.
 Blogs may not contain any advertising.
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The Three Rs of Marketing 2.0
 Real No more of the old marketing hype.
Tell the truth. Admit your mistakes.
 Relevant You can’t interrupt people anymore.
You must have what they want.
 Responsive Marketing is no longer
a monologue.
You must answer
your customers.
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12. Do it wrong quickly and then fix it
 Instead of killing ourselves to plan
exactly the right thing that we can
execute in every country for the next
two years…
 …Do it wrong quickly, and then fix it
 Let the market tell you
what works and what doesn’t
 And then quickly do it better
Listen, learn, and adjust
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Basic tips for using social media
 Don’t duplicate your Web site, brochure, newsletter
 Start with your friends
 Embrace your audience
 Keep it personal, real & authentic
► Encourage individuals, not departments, to maintain institution
blogs
► To drive engagement, encourage personal opinions and
anecdotes
 Use often
 Build maintenance time into your schedule
 Encourage participation
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Real business examples
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16. 25% of SEO = On Page
• Description
• Keywords
• Alt text on images
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25% of SEO = On Page
• Page Title
• URL
• H1,H2,H3 tags
• Page Text
• Bold
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17. 75% of SEO = Off Page
• Recommendations from friends
1. “I know Ashish Bharadwaj”
2. “Sowmya Iyer is a marketing expert”
3. You trust the person saying this
• Links are online recommendations
1. A link: analytics.google.com
2. Anchor text: Internet Marketing
3. Link is from a trusted website
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18. Unfortunately…
 Most companies are still treating social media as another marketing
channel
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 When in fact its so much more…
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27. Basic Rules
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29. Social Media Marketing
How to Create Successful Profiles & Content
 Use your website's name or a single person's name from the
website (preferably this person would also be a blogger at the
site).
 Create robust profiles – use a consistent photo and take the
time to create content at each site
 Comment at and build relationships with other site users – go
for popular/well-linked-to pages on the site for your
comments/interaction, as these will give you the most link cred
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Social Media & Community Sites to Target
Digg
 Add Content to Digg for
traffic, links & linkbaiting
 Embed “Digg this” buttons on
sites to allow users to submit
content for you
 Building a robust Digg profile
and using the site
consistently can increase
www.digg.com your ability to promote
content
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30. Social Media & Community Sites to Target
Del.icio.us
 Every blog, article or relevant
page can be tagged at
Del.icio.us in a user account
 For maximum benefit, label
with popular tags, tag only
that content that's most
exciting and build a profile
that others will add to their
“friends” list
del.icio.us
 Embed Del.icio.us buttons on
content to allow users to
easily tag/favorite it
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Social Media & Community Sites to Target
Flickr
 Upload industry-relevant and
useful photos; consider
photographing an event,
conference or important
location for your field.
 Use popular tags and
encourage linking &
comments by sharing the
photo-stream on your blog
and other public profiles.
www.flickr.com
 Add links to your profile and
to relevant photos (in
comments)
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31. Social Media & Community Sites to Target
Reddit
 Submit interesting news,
tech, political or personal
content – multimedia works
are also accepted.
 Communicate through
Reddit with other members,
vote on content and
member comments.
reddit.com  Install Reddit bookmarklets
or embedded buttons on
your site.
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Social Media & Community Sites to Target
Newsvine
 Create a profile with
keywords that will become
your Newsvine subdomain.
 Submit news stories,
comment on popular stories,
create connections with
regular users.
 Vote on “vine” content to
increase its visibility
www.newsvine.com
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32. Social Media & Community Sites to Target
StumbleUpon (Toolbar)
 Install the toolbar to stumble,
vote on pages and submit
items
 Submit relevant content in
appropriate (preferably
popular) categories with a
description+tags
www.stumbleupon.co  Connect with other users via
m “friends” tab, based on
content preferences
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Social Media & Community Sites to Target
Technorati
 Create a profile and claim
any blogs you control
 Favorite other users' blogs
and invite those who read
your blog to favorite it
 Apply relevant, high-profile
tags to your blog posts when
www.technorati.com pinging Technorati – you'll
rank as long as you are the
most recent to write about a
topic.
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33. Social Media & Community Sites to Target
MySpace
 Create a user profile and
connect with well-linked-to
users to build your visibility
 Link out to your sites/blogs
from your pages and from
others' comments section
 Create corporate profiles and
customize – these often
become well linked-to by
MySpace users
www.myspace.com
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Social Media & Community Sites to Target
Yahoo! Answers
 Create a profile and begin
answering questions that you
can provide excellent
answers
 The better your answers, the
higher your profile on the site
– leverage this to point to
links/content that will help you
promote
 Add data/links in your user
profile, too and ask questions
that have the chance to be
answers.yahoo.com featured
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34. Social Media & Community Sites to Target
Google +
 Create content under your
site's brand inside Co-op
 Almost any high quality,
structured data can receive
inclusion into Google Co-op
 To be listed in the directory,
you must be editorially
reviewed by Google's staff –
but a listing can create
http://Plus.google.com listings in the SERPs and a
high profile link
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Social Media Worst Practices
 Being Fake in any way
 Not listening
 Being ignorant to formal and social etiquette
 Being pushy or overtly ‘sale-sy’ in participation
 Approaching social media channels as silos
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