social media training singapore, malaysia
DESCRIPTION
Social Media and Search Marketing training we conducted recently in SIngapore and Malaysia.TRANSCRIPT
![Page 1: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/1.jpg)
INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
Happy Marketer.more business from your website
Search Marketing
David Liem Senior Consultant, Happy [email protected] - @daveliem
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Our Clients
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David’s Profile
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
![Page 5: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/5.jpg)
INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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ATTENTION
…is fleeting.
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
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Our Job is to Create…
Relevance Content Context
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
@hmarketer
Happy Marketer.more business from your website
Search Marketing
David Liem Senior Consultant, Happy [email protected] - @daveliem
![Page 18: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/18.jpg)
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Most Helpful = Most Relevant
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Search Marketing is Cost Effective
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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3 Simple Things …
1.What Is Search Marketing
2.The Most Important Thing About It
3.How To Sell Search Marketing To Your Boss
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My Fictional Clients Today• Acme Cosmetics
International– One of the fastest
growing companies in the sector
• Killer Product: HeadSprout!– Finally a solution for
hair loss treatment
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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Happy Marketer.more business from your website
What Is Search Marketing?
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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What Is Search Marketing?
Driving prospects from search engines to your website
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What’s In the Search Results Page?
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Natural Search Results
• 10 Relevant Results / Links– Websites– Videos– Images– News– Shopping
• Based on quality of content, can’t be bought
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Sponsored Links
• 6-11 Ads on the Top/Side
• Known as Search Advertising
• Advertisers bid on different keywords
• Only pay when someone clicks (PPC)
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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What Is Search Marketing?
Get Better Rankings(SEO)
Show More
Targeted Ads(SEM)
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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Happy Marketer.more business from your website
The Most Important Thing About Search Marketing
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Picking The Right Keywords• The keywords you select,
define– Your costs– Your competition– Your results– Your ROI– Your brand value– Your success on search
engines
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Case Study: HeadSprout!
• Good Keywords– Hair loss treatments– Hair loss serum– Baldness– Baldness solutions– Hair growth
cosmetics
• Bad Keywords– Hair– Treatment– Shampoo– Serums– Beta carotine
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What Make Good Keywords
• Problems your customers face
• Solutions your customers are looking for
• Buzz words & industry specific words
• Popular (enough searches)
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What Makes Bad Keywords• Generic, broad phrases (e.g.
health tips)• Most single word phrases (e.g.
hair or bald)• Too few searches• Words that aren’t in the
customer’s dictionary• Anything with a celebrity’s name
in it
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Your Must Have Keywords• Your company name• Your brand names• Your management team• Your proprietary IP
It’s not optional to market to these keywords!
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INAXS Search & Social Media BootCamp 2010all rights reserved copyright 2010 happy marketer do not duplicate or distribute
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Happy Marketer.more business from your website
Selling Search Marketing To Your Boss
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Everybody Has a Boss
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Selling Search Marketing …
Bring out your …
PJMAS
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5 Ways To Sell It Internally
• Pride – Paint a picture of #1
• Jealousy – Show competitors
• Money – Cheaper than offline
• Awe – Show ‘em other experts
• Statistics – Real search statistics
PJMAS
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Statistics – Most Powerful• https://adwords.google.com/select/
KeywordToolExternal
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3 Simple Things … Recap
1. What Is Search Marketing– Getting relevant traffic from
search engines
2. The Most Important Thing About It
– Picking good keywords, avoiding bad
3. How To Sell Search Marketing To Your Boss
– Bring out your PJAMS, back up with statistics
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Happy Marketer.more business from your website
Google Analytics
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If a tree falls in a forest …And no one is there to hear it …Does it make a sound?
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The Need for Web AnalyticsIf you have a
lot of activities dedicated to sending traffic to your site …
But you can’t accurately measure the results of those activities …
Did that effort just go to waste??
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“If you can’t measure it, you can’t manage it.”
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What is Google Analytics?
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Provides Answers to Difficult Questions
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Powerful Features in a Simple UI
• Map Overlay• Goal Tracking• AdWords Integration• Internal Site Search• Benchmarking• Funnel Visualization
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How Google Analytics Works
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Happy Marketer.more business from your website
Web Analytics Principles
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Visitor (or Absolute Unique Visitor)• A visitor is uniquely
identified by a Google Analytics visitor cookie
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Visit
• A visit (or session) is a period of interaction between a browser and website.
• Closing the browser or staying inactive for 30 minutes ends the session.
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Pageview
• A pageview is counted every time a page on your website loads
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Pageviews, Visits & Visitors
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New vs Returning Visitors• New Visitors have visited for
the first time• Repeat Visitors have
previously visited the site
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Bounce Rate
• A bounce occurs when a visitor only views one page
• The bounce rate is the percentage of visitors who left after viewing just one page.
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Time on Site
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Google Analytics Tracking Code (GATC)
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Traffic Report – Measure SEM, SEO & SMO
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Content Report – Measure How Compelling
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What Does A Tagged URL Look Like?
http://www.kittensupply.com/?utm_source=youtube&utm_medium=social&utm_campaign=cutestkitten
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Google Analytics URL Builder• Google Has a Free URL builder tool to
track campaigns effectively - http://www.google.com/support/googleanalytics/bin/answer.py?hl=en&answer=55578
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What is a Goal?
1. A URL Destination goal
2. A Time on Site goal
3. A Pages/Visit goal
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Examples of Goals
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Goals in Reports
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Funnels – Why Define Them?
• A series of pages through which a visitor must pass before reaching the goal
• A funnel allows you to:– Examine where visitors
enter and exit the conversion process
– Eliminate bottlenecks in your process
– Identify which site paths lead to most goal completions
– Use your findings to test changes on the site
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Happy Marketer.more business from your website
Search Engine OptimizationKarateSEO© is Happy Marketer’s SEO Methodology for Medium/Large Businesses
![Page 67: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/67.jpg)
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What is Search Engine Optimization?• Search Engine Optimization is
the process of creating or updating a website to – improve the site’s ranking in
organic search results, – with the objective of increasing the
volume of quality traffic.
• This must be done – on-page (site architecture, link
structure, content, keywords, title tags, etc.) and
– off page (link building.)
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Recap – SEO vs SEM
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SEO – Trusted So Much More!
![Page 70: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/70.jpg)
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Happy Marketer.more business from your website
How to Kill The Google Spider
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Flash Websites
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Sites with Frames
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URLs / Page Titles that don’t change
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Complicated Links
• URLs with 2+ dynamic parameters: http://www.thedailyanchor.com/page.php?id=4&CK=34rr&User=%Tom%
• Pages with more than 100 unique links to other pages on the site (spiders may not follow each link.)
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Things That Will Confuse A Spider• ‘Deep Linked’ Pages
• Pages requiring a “Session ID” or Cookie to enable navigation
• “frames”
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Things That Will Kill A Spider (1 of 2)• Pages accessible only via a
select form and submit button
• Pages requiring a drop down menu to access them
• Documents accessible only via a search box
• Documents blocked purposefully
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Things That Will Kill A Spider (1 of 2)• Pages requiring a login.
• Pages that re-direct before showing content
• Having an excessively slow page load time. (Greater than 30 seconds)
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Spiders Hate Black Hat SEO
• Reciprocal Link Trading• Cloaking• Promoting Keywords not related
to your Web Site• Keyword Stacking• Keyword Stuffing• Hidden Text• Tiny Text• Hidden Links
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Spiders Hate Black Hat SEO
• Artificial Link Farms• Redirects• Mirror or Duplicate Pages• Doorway Pages, Gateway Pages
or Hallway Pages• Domain spam & Mirror Sites• Typo spam and Cybersquatting• Automated Blog Spam
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KarateSEO© - The Six Factors1. Keywords 2. Architecture3. Relevant Content 4. Authority & External Links5. Trouble Signs6. Experience on Site
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Happy Marketer.more business from your website
Search Engine Marketing
Online Advertising Trends & Stats
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Search – Largest share• Growth Of Search:
Marketers Voting With Their Dollars
• Search most dominant form of web advertising
• 3X growth every year since 2001
• 45 searches per month, per user
40%
20%
17%
9%
8%
6%
0%
20%
40%
60%
80%
100%
Type of Online Media
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Search – Most Cost Effective
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What is Google AdWords
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Sample Ads on Google Search
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… And The Google Content Network
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Sample Ads on Content Network
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Your Campaign Structure
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Sample Campaign – Flower Shop
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Sample Campaign – Hotel in London
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The Sweet Spot for Keywords
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Happy Marketer.more business from your website
Why use AdWords?
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Highly Targeted
• Only shows on relevant searches or content
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Vast Reach & Audience
• Reach billions of people, across the world – with just one advertising platform
“Google is arguably the most global commercial Web site ever built.”
– John Yunker, Chief Analyst, Byte Level Research
Your customerssearch Google in their
own language
#1 search engine in 17 out of 20 countries
measured
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Affordable & Cost Control• No minimum spend• You decide the daily budget• Choose how much to pay for
each keyword• Only pay when users click your
ad• More cost effective than
Banner ads, Direct mail, Offline advertising
• Completely trackable – Shows how profitable each keyword is
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Fast & Flexible
• Start advertising within 15 minutes
• Start & Stop whenever you want• Unlimited changes, no charges• Target ads by location, language
& topic• Ability to test multiple ads at
once
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Happy Marketer.more business from your website
AdWords Terminologies
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A Typical Text Ad
Display URL (35 character limit)
Ad Text (35 character limit)
Ad Title (25 character limit)
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Clicks
• People who click on your advertisements
• Cost you $$$, everytime somebody clicks
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Impressions
• Number of times you ad shows– On Google Search– Content Partners (Gmail, NY Times,
About.com etc)– Popular keywords: 1000s of
impressions/day– Rare keywords: <100
impressions/month
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CTR – Click Through Rate
• For every 100 people that see your ad
• How many click it?• Example
– 1000 impressions– 34 clicks– 3.4% CTR
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CPC – Cost Per Click
• When somebody clicks on your ad
• You pay– Between SGD .02 and SGD 20
(every time)– Different CPC for search, content &
placement
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Conversions – the Magic Juice
• Conversion– An action by your website visitor that makes
you money (E.g. Sale or Email opt-in)
• Conversion Rate– For every 100 visitors, how many conversions
• Cost Per Conversion– How many $$$ does it cost per conversion?
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Google Adwords Tool: Priceless!https://adwords.google.com/select/KeywordToolExternal
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Happy Marketer.more business from your website
How to set your SEM Budget
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The right expectation for your budget• Very much depends on your
keyword competition• Cost of Ads $$: #1 Google, #2
Yahoo #3 Bing etc…• If possible, proportionally match
to seasonal business• Seasonal adjustments?
More competitive on off-season periods?
• Degree of exposure?• Continuously optimizing?
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Calculating your SEM budget:
No. of
Sales No. of
Visitors Bud
get
Cost Per Click ($)
Conversion
Rate (%)
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Calculating your SEM budget: An Example• Your marketing goal is to sell
1000 Creative Sounds Systems globally every month
• CPC for “Creative Sound Systems” = $1.16
• Your website converts 2% of its visitors
• Each sale would cost $58 or 1 sale per 50 visitors
• 1000 systems sold would cost you $5800 / month
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Facebook.com/happymarketer
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Happy Marketer.more business from your website
“Create Relevance”
David Liem Senior Consultant, Happy [email protected] - @daveliem
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Happy Marketer.more business from your website
Effective WebsitesSeven ways to convert visitors into buyers
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1. Make The Home Page Useful
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Reaffirm your brand and site purpose
Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points.
Avoid long introductions as customers will seek this information in the ‘about us’ section.
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Find the optimal page layout
Show visitors a clean and easy to understand homepage which isn’t cluttered and has all relevant information available on the top of the page.
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Test product promotions
Mirror any offers promoted in your offline advertising, and let customers know of any compelling deals.
Popular or seasonal products that are profitable for you should be visible on the homepage.
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Make it easy to navigate further
You want visitors to proceed beyond your homepage. With so many potential routes a visitor could take,
make sure they don’t get lost. Options on where to navigate next should be clear
and simple e.g. using site search, top/side navigation, and/or product links.
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1. Top Tips for Home Pages1. Reaffirm your brand and site purpose:
– Assure the visitor that they have landed at the right site - clearly display your brand and any unique selling points. Avoid long introductions as customers will seek this information in the ‘about us’ section.
2. Find the optimal page layout: – Show visitors a clean and easy to understand
homepage which isn’t cluttered and has all relevant information available on the top of the page.
3. Test product promotions: – Mirror any offers promoted in your offline advertising,
and let customers know of any compelling deals. Popular or seasonal products that are profitable for you should be visible on the homepage.
4. Make it easy to navigate further: – You want visitors to proceed beyond your homepage.
With so many potential routes a visitor could take, make sure they don’t get lost. Options on where to navigate next should be clear and simple e.g. using site search, top/side navigation, and/or product links.
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2. Bring Me To The Right Page
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Link ads to the right page
Product-specific ads and keywords should link to product specific pages;
More general ads about a product or service category should link to more general pages.
Avoid directing visitors to search results pages.
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Mirror your ad title
Try mirroring the headline or title of your ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.
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Ensure selling points are visible
If you include compelling prices, special offers or delivery options in your ad text, a customer will expect to see these on your site.
Make sure selling points from your ad are clearly visible on your landing page.
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2. Top Tips for Landing Pages1. Link ads to the right page:
– Product-specific ads and keywords should link to specific pages;
– More general ads about a product or service category should link to more general pages.
2. Mirror your ad title: – Try mirroring the headline or title of your
ad on your landing page – this way, the customer will feel immediately reassured they’ve been directed to the right page.
3. Ensure selling points are visible: – If you include compelling prices, special
offers or delivery options in your ad text, a customer will expect to see these on your site.
– Ensure selling points from your ad are visible on your landing page.
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3. Help Me Navigate
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Make product/service categories visible
People need to see how to navigate in order to do so. Use clear labels/titles to show what products and
services you offer. Build a navigation structure that is intuitive and not too
complex.
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Use easy-to-understand terms
When labeling the product/service categories you offer, make sure you use terms that your customers will understand and find appealing.
Avoid jargon where possible.
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Highlight where to go next
Help the user understand how they can get from A to B in the easiest possible way.
Experiment with call to action buttons, or click-able links and images to find out what works best to direct the customer onwards.
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3. Top Tips for Navigation1.Make product/service categories
visible: – People need to see how to navigate in order to
do so. – Use clear labels/titles that show what product
and service categories you offer. – Build a navigation structure that is intuitive and
not too complex.
2.Use easy-to-understand terms: – When labeling the product/service categories
you offer, make sure you use terms that your customers will understand and find appealing. Avoid jargon where possible.
3.Highlight where to go next: – Help the user understand how they can get
from A to B in the easiest possible way. – Experiment with call to action buttons, or click-
able links and images to find out what works best to direct the customer onwards.
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4. Give Me The Right Search Results
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Check quality of results
Is your site’s search function working well?
Ensure visitors are getting relevant results, even when they search on synonyms or misspellings.
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Make site search visible
Visitors to your site should be able to see, at a glance, where to search.
Consider enlarging your search box or making it more prominent.
Ideally 27 characters wide.
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Allow customers to sort results
• People like to be able to sort through search results. • Allow visitors to order what they see by anything
from price or popularity to colour, style etc.
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Lay out search results clearly
Ensure visitors can glance through search results and compare listings easily to decide where to click next.
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4. Top Tips for Site Search1.Check quality of results:
– Is your site’s search function working well? Ensure visitors are getting relevant results, even when they search on synonyms or misspellings.
2.Make site search visible: – Visitors to your site should be able to see, at a
glance, where to search. Consider enlarging your search box or making it more prominent.
3.Allow customers to sort results: – People like to be able to sort through search
results. Allow visitors to order what they see by anything from price or popularity to colour, style etc.
4.Lay out search results clearly: – Ensure visitors can glance through search
results and compare listings easily to decide where to click next.
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5. Make Registration Optional
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Allow purchase without registration
Let customers buy from you without creating an account.
You can still capture details like their email address in your payment details form;
You can also offer them the opportunity to register post-sale.
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Make registration easy
Try to reduce the amount of information required to register.
Stick to the details you really need.
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Highlight the benefits
If you want to encourage customers to register, let them know how this will benefit them.
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5. Top Tips for Registration1. Allow purchase without
registration: – Let customers buy from you
without creating an account. You can still capture details like their email address in your payment details form; you can also offer them the opportunity to register post-sale.
2. Make registration easy: – Try to reduce the amount of
information required to register. Stick to the details you really need.
3. Highlight the benefits: – If you want to encourage
customers to register, let them know how this will benefit them.
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6. Make It Easy To Enquire
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Don’t ask for unnecessary details
Reduce the number of fields and steps in your checkout or enquiry process. Only ask the customer for information that’s really needed.
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Show transparent steps
Use a status bar to show what stage a customer is at in the checkout process.
This sets expectations and makes the process seem manageable.
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Expedite the process
Help the customer to complete forms by auto-populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.
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Avoid distractions
You may want to remove advertising and unnecessary navigation bars from your checkout process.
Minimize distractions that might lead a customer to move elsewhere.
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6. Top Tips for Enquiries1. Don’t ask for unnecessary
details: – Reduce the number of fields and steps in your
checkout or enquiry process. Only ask the customer for information that’s really needed.
2. Show transparent steps: – Use a status bar to show what stage a
customer is at in the checkout process. This sets expectations and makes the process seem manageable.
3. Expedite the process: – Help the customer to complete forms by auto-
populating fields where possible e.g. suggesting a delivery address based on the billing address in a checkout form.
4. Avoid distractions: – You may want to remove advertising and
unnecessary navigation bars from your checkout process. Minimize distractions that might lead a customer to move elsewhere.
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7. Reassure Me
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Offer transparency on risks & price
Be transparent about total costs and inform customers early on about any extra charges.
It can also be beneficial in the checkout process to offer downloadable information.
![Page 149: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/149.jpg)
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Clarify what happens after purchase
Make sure a customer knows how long the next step will take.
You should have immediate online email confirmation, and set expectations for an offline reply.
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Offer security
Make sure your pages are secure, and include known symbols to indicate this e.g. padlock symbol.
Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.
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7. Top Tips To Reassure
1. Offer transparency on risks & price: – Be transparent about total costs and inform
customers early on about any extra charges. It can also be beneficial in the checkout process to offer downloadable information.
2. Clarify what happens after purchase: – Make sure a customer knows how long the
next step will take. You should have immediate online email confirmation, and set expectations for an offline reply.
3. Offer security: – Make sure your pages are secure, and include
known symbols to indicate this e.g. padlock symbol. Ensure there’s a privacy policy, billing policy and compliance policy clearly accessible.
![Page 152: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/152.jpg)
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Website Principles
1. Home page2. Landing Page3. Navigation 4. Site Search5. Registration6. Enquiry Forms7. Trust
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Happy Marketer.more business from your website
Social Media Marketing
How it will completely transform your business
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Social Media Outline1. Social Media Success Stories2. Online Reputation Management (ORM)
Tools 3. KPI’s for Social Media Campaigns4. Social Media Measurement Tools 5. B2B Marketing6. Blog Marketing 7. Twitter Marketing8. Facebook Marketing9. Viral Marketing10.What / What Not to Outsource in Social
Media
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Land of Govt Campaigns
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City of Brotherly Love
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Consumer power
![Page 162: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/162.jpg)
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Social Media Success in Asia
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The results? 3 million
social media views
19,000 Likes
9000 comments
88th
most watched video on Youtube.
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Happy Marketer.more business from your websiteOnline Reputation Tools
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websitegrader.com/site/www.idrc.org.sg/
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Alexa
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Happy Marketer.more business from your website
YoutubeMarketing
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Viral Videos
http://www.blendtec.com/willitblend/
![Page 173: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/173.jpg)
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Setting up a Youtube channel
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Objectives
• Brand awareness• Recruitment • Product Training • Product advertising • Direct Sales
![Page 175: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/175.jpg)
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Customer experience
• Air Asia
![Page 176: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/176.jpg)
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Demonstration
• Cnet - Product and service demo
![Page 177: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/177.jpg)
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Video Blogs
• Ask a Ninja
![Page 178: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/178.jpg)
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Ads and Viral Videos
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Facebook Marketing
Groups, Pages, and Website Integration
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Customer Service
http://www.facebook.com/AirAsia
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How to Make an Engaging Fan Page1. Welcome Page2. Social Profiles and Contact
Information3. Testimonial Page4. Newsletter and Opt-In Form5. Secret Membership Area6. Contests and Special Events7. Article Links8. Job Board9. Analytics
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#1 Welcome Page
![Page 183: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/183.jpg)
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#2 Social Profiles and Contact Information
![Page 184: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/184.jpg)
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#3 Testimonial Page
![Page 185: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/185.jpg)
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#4 Newsletter and Opt-In Form
![Page 186: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/186.jpg)
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#5 Secret Membership Area
![Page 187: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/187.jpg)
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#6 Contests and Special Events
![Page 188: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/188.jpg)
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#7 Article Links
![Page 189: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/189.jpg)
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#8 Job Board
![Page 190: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/190.jpg)
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#9 Analytics
• You can track the interactions on each of your FBML pages using Google Analytics
• Decide which tabs should stay or which should go
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Pringles
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ASPCA
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Pepsi
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Integrating Facebook to your Website• Widgets – Promote your fan
page• Open Graph - Enables you to
integrate your web pages into the social graph.
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Happy Marketer.more business from your website
Twitter Marketing
Build your business one tweet at time
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Twitter Marketing Made Easy1. Sign up at Twitter.com. It’s free!2. Create a profile for your
business.3. Use the search feature to find
messages about your company, products, or services.
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Take Action!
1. Click the Reply button.2. Send the person who posted
the message a brief helpful response.
3. Look at the next message you found about your company or products.
4. Repeat steps 1 through 3.
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B2B Marketing
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B2B Marketing Tips
• Be a thought leader – Blog, publish articles on other sites,
speak, videos, podcast, discussion forums
• Collaborate with others in your industry– Share expertise/content for better
customer experience
• Be Human• Online + Offline Networking
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KPI’s for Social Media Campaigns
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Company Website & Blogs Metrics • Number of posts, comments • Audience growth—unique and repeat
visits • Number of conversions – Adwords, site
goals• Conversion rate • Subscribers • Incoming links • Technorati, Alltop and other directory
listings • SEO improvements, keyword rankings,
and # ranked words The Definitive Guide to B2B Social Media, by Marketo
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Social Media Networking MetricsQuantitative • Fans, followers, page views• Authority• Velocity• Channel performance• Conversions• Comments/posts• Pages ranking on search engines• ROI on Money and Time spent
![Page 203: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/203.jpg)
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Social Media Networking MetricsQualitative• Influencer sharing behavior • Quality of conversation• Enhancement of relationships with
key audiences• Enhancement of company
reputation• Identification & value of Influencers• Fan likelihood to promote or offline
event etc
![Page 204: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/204.jpg)
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Measurement Tools
Facebook, Twitter, YouTube, Listening Tools
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Facebook Insights
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Facebook Insights
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Facebook Insights
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Twitter Tools
http://www.wchingya.com/2009/03/killer-apps-for-successful-network-in.html
![Page 209: Social Media Training Singapore, Malaysia](https://reader037.vdocuments.site/reader037/viewer/2022103113/554942e8b4c905054d8b522c/html5/thumbnails/209.jpg)
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Twitter Clients
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Lots of other quality tools to choose!
or
http://www.interactiveinsightsgroup.com/blog1/social-media-metrics-superlist-measurement-roi-key-statistics-resources/
http://bit.ly/SMtools
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Blog Marketing
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Types of Blogs
• Wordpress
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Types of Blogs
• Blogger
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Types of Blogs
• tumblr
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Types of Blogs
• Posterous
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Internal Blogs (Integrated with Website)• Fits into the look & feel of your website• No any additional expenses for domain
names and hosting• Built-in audience of your website
visitors• Tone should be similar to website
content’s tone• Links from other bloggers help your
PageRank• More content helps increase your SEO,
as the size of your site increases
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External blog
Hosted on it’s own domain or Blogger / Wordpress
• Gives the blog its own identity, separate from site
• Can have a different tone & purpose from the main website
• Aim to reach a new audience • Expand your company branding by
making it edgier, more fun or less fun! • Lots of extra effort in marketing a
brand new website
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Company Blog Lessons
http://www.blogsouthwest.com/
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Relevant Content to Specific Interests
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Viral Marketing
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Viral Marketing
• Make people feel something (joy, love, hate)
• Do something unexpected• Do not try to make
advertisements – Have a great story
• Allow Sharing, comments, downloading and embedding
http://mashable.com/2010/05/12/cheeseburger-ceo-on-memes/
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Outsourcing Social Media Projects
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Outsourcing Social Media• What Should You Outsource?
– Any technical that doesn’t require your personality or involvement. Facebook/Twitter, Automated Messages
• So What Shouldn’t You Outsource?– The bottom line is that social media
networking is about the conversation—so don’t outsource that!