SearchMarketingExpo-- Social Media Marketing Essentials (raw notes)

Customers interacting with brands -- that’s marketing in the 21st century. And SMM is key to fostering brand/customer conversations. This session will orient you to the world of social media. You'll learn the leading sites, the functionality they provide, and best practices for interacting in these virtual places.


Moderator:
Danny Sullivan, Editor-in-Chief, Search Engine Land

Speakers:


Rand Fishkin, CEO & Co-founder, SEOmoz


Neil Patel, CTO, Advantage Consulting Services



  • Rand Fishkin



    • Social Media Marketing Essentials



      • Interacting with Participatory communities on the web

      • Viral

      • Leveraging UGC Sites For Technical Goals

      • Reaching Key Influencers via Blogs and Social news portals



    • Why is Social Media Important



      • Branding and Mindshare

      • Helps Search Engine Marketing Goals



        • The rising tide of links raises all ships (domain)



      • Helps with traffic and conversion goals



        • Branding






    • Why now?

      • 668% growth in social media YoY


      • Comscore

        • Brand advocates have emerged online as primary influencers

        • Social media is the key to reaching these advocates



      • Yahoo



        • Passionistas



          • More likely to create and share content

          • Brands that stimulate conversation will be rewarded credibility






      • Blog readership is significantly higher in asian markets

        • 75% versus 25%






    • How do people find blogs?

      • Links on other blogs, 67%




    • How do people choose the blogs that they read

      • Quality of writing is the most important




    • Online Video Consumption

      • By 2011 85% viewership (emarketer)




    • How are users engaging with online video?

      • links with friends

      • 27% of web users are influencers (emarketer)




    • A brief history of search engines

      • The value of trusted sites go up in light of all the spamming that has occurred




    • Who creates links on the web-- "The Linkerati"

      • how can marketers reach the linkerati




    • What types of content are likely to become viral

      • Stunning design

      • Ad free content

      • non commercial content

      • Clever graphics

      • Clear, concise writing

      • Authoritative source

      • clear navigation




    • Site Types

      • news aggregators

      • social networking communities

      • UGC Sites

      • Popular blogs

      • Social Bookmarking Sites







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