A Comprehensive Overview of

Social Media Marketing Essentials

First I'd Like to Know...

What is Social Media Marketing?

Before We Ask That – What Are the Goals of Online Marketing as a Whole?

Basic Things Like Web Site Traffic

Basic Things Like Conversions & Sales

Basic Things Like Page Views & Ad Exposure

More Complex Things Like Growing Brand Awareness

More Complex Things Like Creating Positive Brand Association

More Complex Things Like Business Development & Networking

The Good News: Social Media Can Help with All of These Things

How?

Methods: Interacting with Participatory Communities on the Web

Methods: Creating & Promoting Viral Content

Methods: Leveraging UGC Sites for Technical Goals

Methods: Reaching Key Influencers via Blogs & Social News Portals

OK, But Then My Next Question is...

Why is Engagement with Social Media Valuable?

SMM Supports Branding & Mindshare Goals

SMM Bolsters Search Engine Marketing Goals

SMM Even Helps with Traffic & Conversion Goals

That Makes Sense, But I'm Curious...

Why Now? How Has Social Media Become So Important?

A Few Stats: Social Media Participation SOURCE: BusinessWeek Magazine, June 2007

A Few Stats: Social Media Participation --

"Brand Advocates" have emerged online as primary influencers

, with at least a two to one rate of converting an actual friend or family member to buy the same product or brand.

-- Brand Advocates are incredibly valuable to marketers because

they are better connected consumers with a larger sphere of influence

. Social Media is the Key – Study findings showed that

Brand Advocates are taking full advantage of social media tools

and actively leveraging them for product purchases. Through instant messaging, chat, community, photo sites and blogging, Brand Advocates are able to influence their vast online social circle.

SOURCE: Yahoo! + Comscore Study, Dec. 2006

A Few Stats: Social Media Participation “

Passionistas

heavily engage with communities of like-minded consumers who use email, text messaging, and instant messaging significantly more than typical users, and are

more likely to create and share user-generated content online such as photos, blog posts or videos about their passions

. Because of their intense engagement around sharing information about their passions through digital media, Passionistas are natural brand advocates and 52% more likely than typical users to recommend or influence others about brands aligning with them.” “

Brands that stimulate conversation among passionate consumers will be rewarded through the credibility that comes from trusted word of mouth

optimally ,” said Jim Kite, President of Connections Research and Analytics at MediaVest. “Accessing Passionistas online also offers the ability to track this valuable group’s media consumption habits, enabling brands to – and accountably – leverage their advocacy power.” SOURCE: Yahoo! “Passionistas” Report, Sept. 2007

A Few Stats: Blogosphere Engagement

A Few Stats: Blogosphere Engagement

A Few Stats: Blogosphere Engagement

A Few Stats: Blogosphere Engagement

A Few Stats: Influencers on the Web

I Want to Understand the Nuts & Bolts Here...

How Does SMM Help with SEM?

Lets Take a Trip Through History, Back to a Time When Search Engines Weren't Too Bright

At First, t he Engines Looked at Keywords & Keyword Usage

So, of Course, SEOs Spammed Keywords Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras, Digital cameras

They Evolved to Measure Popularity & Relevance through Links

And, of course, We Spam the Hell Out of That...

So the Engines Got Smarter, Uncovering Methods for Detecting Trust, Quality & Intent

The Basic Tenet of the Search Engines: Links = Votes If, and only if the link was created to reflect a true editorial recommendation of one page by another

The Inclusion of these Filters Ended the Effectiveness of Many Classic Link Building Tactics

Dead & Dying Link Building Strategies: Link Farms

Dead & Dying Link Building Strategies: Reciprocal Link Exchanges

Dead & Dying Link Building Strategies: Directory Link Building

Dead & Dying Link Building Strategies: Guestbook, Forum Signature & Blog Comment Spam Links

At-Risk Link Building Strategies: Paid Link Networks

But, this Evolution Gave Rise to The Value of Links from Trusted, Authoritative Domains We've gotta trust each other.

Search Engine Trusted Domains Include: Educational, Government & Institutional Links

Search Engine Trusted Domains Include: Major Media Websites

Search Engine Trusted Domains Include: Broad & Niche Topical Authority Sites

Search Engine Trusted Domains Include: Popular Blogs

Search Engine Trusted Domains Include: High Quality Social Media Sites

This Creates a Fundamental Disconnect: People & Sites Likely to Provide Editorial Links

VS.

Sites that Require Links to Rank Well

Bringing Us to a String of Critical Questions:

We Must Ask: Who Creates Links on the Web?

We Must Ask: How Can Marketers Reach the Linkerati?

We Must Ask: How Do Influencers Spread Content?

  E-mail to Friends & Associates Social Networking Sites  Social News Portals  Blogs & Blog Comments  Forums  Groups  Word-of-Mouth  Through Links On their Own Websites  Broadcast  Mainstream Media

We Must Ask: What Types of Content Are Likely to Become Viral?

Wow. That's Pretty Amazing...

OK, I'm Convinced – Sign Me Up

Shameless Plug

www.seomoz.org/gopro