By Evan Carmichael on June 14th, 2011
It has been another pleasurable day at the SES Conference and Expo here in Toronto! The theme of today’s sessions was Social Media – the topics varied from Social Media 101, Social Media Solutions on a Budget to Killer Facebook Targeting Tactics. Below I have listed some of my favorite points from the sessions I have attended.
Social Media 101
This was a solo presentation by Krista Neher, CEO of Boot Camp Digital; throughout Krista’s session the audience was exposed to the main issue most business owners have – creating value for your audience.
- A successful approach to social media is to create value for the communities that include you, not to promote your product, service or yourself. The more value you create for the community the more value they will create for you.
- When companies decide to join the social media network – they always start from the bottom.
- First you should listen, holistically understand the person you are trying to reach.
- Second think about your marketing strategies and what you are trying to achieve with social media.
- Third you have to know who your target audience is, figure out how your product or service can solve a problem for them.
- Fourth step is to figure out your content (good strategy & creative execution)
- Final step is to track and measure, and then make adjustments accordingly.
- If you want people to like you, keep them around you more often – to do that you have to bring them into your marketing funnel which includes four points:
- When you create content make sure you think about the easy ways other people can share your content. Also look for social networks that apply to your network, it will make it easier to find people that are interested in your products/services.
- Twitter is the most powerful social media because you are able to connect with anyone whether you know them or not. 13% of Americans use Twitter (which is up 5% from 2009)
- Ratings are very important when it comes to your product or service – people are willing to pay 50-99% more for a 5-star product over a 4-star product. You can use LinkedIn to get reviews from people you have made connections with.
- The 8 categories of Social Media include: Publishing, Sharing, Social Networks, Microblogs, Co-Creation, Public Relations, Discussions & Review and Mobile.
Social Media Solutions on a Budget
This session contained wonderful tips from Lisa Buyer, CEO of The Buyer Group and Jason Yormark, VP of Marketing and Social Media, Strategies 360. I will provide the abundance of programs they have listed for the audience below for various Social Media Networks.
- Keep updates short, sweet and optimized
- Since Social Media takes up so much time, and time is money Lisa has given an efficient scheduling timeline for one hour a day:
8:00 am – 15 minutes
12:00 pm – 15 minutes
4:00 pm – 15 minutes
15 minutes – unpredicted
- Referring traffic to website or blog
- More engagement/interactions
- Increased followers
- Increased subscribers
- Blogging Resources for Themes since the design of the website is very important check out these links:
- One Time Media
- Xtranormal Movie Maker
- Stuperflix Video Maker
- Great resource for new leads, customers, web traffic
- Identify relevant groups to join
- Contribute regularly outside of sharing your own content
- Social Mention
- Google Analytics
- Klout/Peer Index
- Google Alerts
Golden Tool of The Day!
Triberr.com – is a reach multiplier which is an invite only website (you could request to join), it allows you to interact with people that are related to your business. The reason the website is invite only is to keep spammers out however, it allowed Jason to grow his initial reach over a million in one month!
Killer Facebook Targeting Tactics
Marty Weintraub, CEO of aimClear, an online marketing agency that has managed Facebook ad campaigns generating over 10 billion impressions internationally. Client credits include MarthaStewart.com, Siemens, Second Life, Budget Direct, and other global brands.
- PPC is to SEO as Facebook Ads are to Social Media
- Targeting Creativity:
- What personal traits?
- Who’s professional characteristics?
- Which radically private predilections?
- Concept transcends Facebook
- Inspired by bottomless personalities
- Facebook ads are targeted by location, sex, age, relationship statuses, profession, and education etc – what people are interested in.
- If you are trying to sell noise cancelling headphones it is best to advertise to people on Facebook that like travel agencies such as Expedia.com etc.
- Make sure to differentiate where the potential lead works instead of the company they like – it can be as different as a page they like or a company they actually work at so you have to be careful where you are marketing.
- There are over 35 million people in the world who speak English in countries other than US, Canada, Australia and UK
- When advertising on Facebook
- Do not take hard core sales positions
- Offer value
- Serious Marketing Power
- Your target is never truly off duty, whether they are home or at work they could log into their Facebook
- Catch them at home off guard
It has been an amazing experience at SES Conference and Expo – being around the SEO experts themselves has allowed me to learn so much! I look forward to attending the SES next year!
Tags: boot camp, budget, business owners, ceo, creative execution, desire, expo, four points, funnel, krista, marketing strategies, media solutions, neher, sessions, social networks, solo presentation, target audience, Toronto, Twitter