Generate Traffic and Conversions on Your Blog... Without Creating Another Post
Social Media Workshop HubSpot May 2009
1. An Introduction to
Social Media
Your Host
Kyle James
Inbound Marketing Gentleman
@kylejames
kyle-james.com
2. Social Media Comes Last
• You fail in social media if you don’t do
everything else right first.
• SEO
• Site architecture
• Valuable content/Blogging
• How to know if your ready?
Rule of Thumb: If you aren’t doing email
marketing right you aren’t ready for social
media
3. Inbound
Be
Marketing
Social
Success
Blogging
Web Voter
Pyramid
Link Grader
Content Creation
Call to Actions Page Grader
Landing Pages Keyword Grader
SubDomain Site Layout
URL Structure Site Architecture
Analytics Installed Lead Tracking Setup
8. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
9. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
10. 1. Build Great Content
• Social bookmarking was designed to share
good content not spam or market
• Always ask yourself
“Is this content that others would appreciate?”
11. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
12. 2. Build Great Relationships
• Social media = building relationships
• Relations come first, marketing comes second
• What is successful in offline relationships
translates to online relationships
• Make friends – understand your friends needs
• NETWORK!
13. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
15. 3. Commit the Time
• Like inbound marketing in general
“Social Media is NOT a sprint, it’s a marathon”
• Relationships take time to build
• Approach social media as a learning
experience; not a time drain
• Dedicate a little time every day
16. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
17. 4. Review Before You Submit
• Build relationship comes first
• Establish your profile
• Build credibility and trust on a network
18. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
19. 5. Give Back in the Spirit of the Golden Rule
• Don’t expect people to help you without you
helping them.
• Give, give, give… then ask… politely
• Submit others content to build relationships
• Rule of Thumb: if you have 100 friends on a
network be prepared to vote for 100 stories
before you should expect 100 votes in return
20. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
21. Is this going to add value
and are people really
going to care?
22. 6. Think Hard Before
Submitting your Own Content
• Controversial rule
• Ideally you shouldn’t have to submit your own
content
• Never should you submit everything
• Don’t spam
• Focus more on networking
23. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
24. 7. Don’t Submit Everything
• Against 6th rule: If you don’t think it’s worthy to
submit why would anyone else?
• Don’t spam
• Rule of Thumb: In most situations only top
10-20% is actually submission worthy
25. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
26. 8. Set Yourself Up for Success
• On page optimization
• Social bookmarking options
27. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
28. 9. Don’t Forget to Convert Your Traffic
• Social media drives the traffic
• Make visitors sticky!
• Subscribe options?
• Keep it relevant
29. 10 Commandments of Social Media
1. Build great content
2. Build great relationships
3. Commit the time
4. Review before you submit
5. Give back in the spirit of the golden rule
6. Think hard before submitting your own content
7. Don’t submit everything
8. Set yourself up for success with easy-to-submit content
9. Don’t forget to convert your traffic
10. Promise instant value
31. 10. Promise Instant Value
• Creative titles are critical
Why is someone going to click?
• Create instant value
• Cause user curiosity
• Cover a subject of buzz
• Relevance is critical
• Get them interested quickly
34. Build Relationship
1. Find the thought leaders in your niche
2. Build relationships with them
3. Leave comments on their blog and over
time contribute more and more
4. Continue the conversations in your own
blog posts
35. Build Authority
1. Produce value adding content
2. Establish yourself
3. Share others content
4. Read, read, read
5. Share, share, share
6. You are the authority in your niche so
prove it
7. “Read, Think, Do, Share”
38. What Is It
• Facebook is the worlds largest Social Network
after recently passing MySpace
• Facebook is the 5th most trafficked site in the
world
• Facebook is a top 20 search engine
• Facebook is the largest picture sharing site
• Facebook is the largest social bookmarking
site
• FACEBOOK IS HUGE!
39. What It’s Good For
• Simply based the numbers, part of your
audience is on Facebook
• Staying Connected with
family, friends, coworkers, clients, and
potential clients
• Being Transparent and Open
Rule of Thumb: Facebook is a requirement
to say that you understand the Internet and
what it means to be social
40. Business Goals
• Build Relationships with clients and potential clients
• Establish a presence for your business on Facebook
through a Company Page and groups
• Leverage viral features to strengthen brand awareness
• Generate traffic, links, and sales leads through viral
features
• Potentially buy targeted ads to prospects by an
extensive set of demographic and psychographic
information not available anywhere else
41. Things You Can Do On Facebook
• Build a profile
• Pictures/video
• Join a group
• Fan a page (business, school, etc)
• Install an application
• Email
• Waste LOTS of time
• Rule of Thumb: It’s extremely easy to see if
someone is engaged in Facebook or simply
watching
45. Importance of Pictures
• A picture is worth a thousand words
• Picture tell stories
• Rule of Thumb: It’s ok for pictures to be fun,
but always be conscious that they are putting
out a positive vibe. If it’s controversial or
negative, consider the consequences.
50. Reasons for Profile Settings
• Allow work contacts to see different content
than friends
• Post personal information that you want to
share with a select and small group
• Invite a specific “friend list” to an event
64. Tip #1: Create an Engaging Page
• Events
• Videos
• Discussions
• Photos
• Blog
Articles
65. Tip #2: Leverage the Viral Nature of
Facebook – News Feed
• News Feed shows
updates on your and
your friends’ activity
• First thing you see
when you log in
• Your updates show on
your profile “Wall”
• Allow users to engage
with you – each
activity is shared with
their network
72. What is LinkedIn?
• Over 38 million members in over 200 countries*
• Executives from all Fortune 500 companies are
on LinkedIn*
• Professional networking
• Rule of Thumb: LinkedIn is your 21st century
resume. Make sure that you keep it updated and
accurate.
* http://press.linkedin.com/about
73. Professional Resume Online
• Digital business card
• Keep it updated
• Levels of connections
• Joining group associations
• Staying connecting with business associates
74. LinkedIn Business Goals
• Increase your visibility and brand awareness
• Establish your personal brand and provide inbound links to your
site
• Make professional connections with valuable business
partners, clients, and potential clients
• Generate traffic, links, and sales leads naturally through viral
features
• Establish your presence as a thought leader in your industry
• Join professional groups
• Creating and administering a professional group
75. Set Up Your Profile
• Build a robust profile including:
• Current and past work
experience, education, certifications, professional
and personal interests
• Join groups and associations based on your
industry, education, interests and hobbies
• Set your contact settings
77. Edit Your Public Profile Settings
• LinkedIn profiles receive fairly high PageRank
• Create a “Full View” or “Limited View” of your profile
• Set a custom public profile URL using your name
http://www.linkedin.com/in/elliemirman
• Enable your websites to be shown on your public
profile
• Use your favorite keywords as anchor text
78. Ranking in Google
• LinkedIn Profiles also hold a lot of search
engine authority
• For me it’s above Facebook or Twitter profiles
83. Connect with Others
• Who should you add to your network?
• Colleagues
• Co-workers and previous co-workers
• Customers
• Industry contacts
• Bloggers in your product area
• Find existing contacts
• Help contacts find you
85. Power of the Network
• Connections of connections of connections
88. Answer Questions
• Answer a question and your connections will
see it in their Network Updates feed
• Gain expertise points with “best answers”
• Subscribe to your HubFeed for social media
monitoring
• Engage in group discussion forums
93. Get Recommendations
• Ask for referrals
• Get listed in the Service Providers directory
• Graphic Designers, Consultants, Recruiters, Real
Estate Agents, Doctors, General
Contractors, Travel Agents, etc.
• Score points and show up higher in the search
results
102. Create a Group
• Create a clear title and description using a
high volume favorite keyword
• Create a “cool” logo
• Host a dedicated LinkedIn group page on
your website
www.promarketers.com
103. • Make sure to create a cool logo to
fit the size
• Group name is important
• Link to a page or website created
for the group that isn’t selling
• Make sure to display the group in
Group Directory
105. Promote Your Group
• Who wants to join a group with no members?
• Invite co-workers to join and discuss
• Invite key customers and contacts
• Publish in email newsletter
• Invite industry experts
• Integrate LinkedIn into your marketing
116. What is Twitter?
• “Instant Messaging on Crack”
• Micro-blogging platform
• 140 character updates
• Designed to be extremely simple
• Like Status Updates on Facebook
• Roughly 6 million users on Twitter
118. What is Twitter Good For?
• Communicating and relationship building
• Share information quickly with others
• Thought leadership and authority building
• Media, PR, Marketers, Tech are a large percent
of Twitter users. Knowing this is very valuable.
• Rule of Thumb: As Facebook is a requirement
to say that you understand the Internet, Twitter
says you are cutting edge.
119. Twitter Business Goals
• Engage your senior executives in social media
• Build Relationships with potential clients, PR
relationships with media and bloggers
• Monitor your company/brand on Twitter
• Promote blog articles, webinars, interesting news
and more
• Announce specials, deals, or sales
• Live update on events or conferences
145. Go Make Friends!
• Use Twitter Grader
• Look for your tech savy friends
• Favorite bloggers
• Look at your friends friends
• Search twitter for your business
• Use Twitter
156. Twitter for PR
Need to urgently speak with a business that is very
actively leveraging social media strategies; for ZDNet
I spoke about our use of social media for biz on 2 panels -
http://tinyurl.com/4v4cgh AND http://tinyurl.com/6943l9
408 555-1234?
I will call you right now
Elapsed Time:
50 Minutes
157. Who’s Talking About Your Keywords?
search.twitter.com/search?q=lead+generation