MASTERING DIGITAL MARKETING

JENNIFER LILL

Topics Covered: • Social Media Best Practices

– Tips & Tricks

– Searching for the right words

• User Outreach

– Bloggers

– Twitter

– Etc.

• Money on the Web

• Grading Your Site

SOCIAL MEDIA BEST PRACTICES

Best Practices1. Be easy To find:

• There is no sense in using social media to share your message if no once can find you! Name your Facebook Fan Page, Twitter Account, YouTube Channel, etc. with something that is easily searchable. Try to avoid acronyms, cryptic short-hand versions of titles and words that are hard to spell.

• Add links directing users to your social media outlets in currently viewed areas, i.e. Website home/contact us pages, Email signature tag-lines, print media/advertising.

2. Moderation is key:

• The lack of interaction, posts, tweets, etc. spells certain death for any social networking campaign.

• However, over posting can cause users to burn out quickly on your message and unfollow/unfriend you. (ex. Blogger Gwen Bell promises no more than 5 tweets a day to her subscribers).

3. Have a plan and stick to it:

• One of the very first actions you should take, long before you create your accounts, is to create a plan for the goals and focus of your social networking campaign.

Tips & Tricks1. Best Times to Post/Tweet

• Twitter - Best tweeting time is early in the morning. Most users check their accounts first thing in the morning, even before they check their personal email.

• Facebook - Weekends are the best time for Facebook posts. Many companies block Facebook for users so the majority of the posts that are shared on Facebook are shared on the weekends.

2. Tips for Popular Posts/Tweets

• The most popular posts/tweets contain digits, i.e. “Top 10 List of..” or “5 Questions Answered”

• Answer users questions by responding to their tweets/posts. Use services like search.twitter.com to find relevant conversations.

• Start a blog and post/tweet links to the blog posts. Studies have shown that websites that have a blog gets 55% more overall traffic.

• Brand trust is built through dialog with your customers. Reach out to them with questions, solicitations for their opinions and contests.

USER OUTREACH

Blogger OutreachReach out to the top bloggers in your field:

• Be Transparent!

• Offer yourself as a resource and assistance

• Ask them if they want a relationship or guest bloggers

• DO NOT send a mass email!

– Spend the time to engage each one personally!

Twitter Influencers• User online services to find the top influencers in

your area on Twitter:

– Klout

– TwitPic

– TweetDeck

• Reach out to those users by following them.

• Re-tweet that user’s tweets

• If they follow you back, send a direct message and ask if they are interested in a partnership

Etc…• Digg your own stuff

– Put up links to your own articles and pictures on newsfeed sties:

• Digg.com

• AnnArbor.com

• Fark.com

• Join digital markting groups and network other local buinesses

– LA2M (Lunch Ann Arbor Marketing Group)

– LinkedIn Digital Marketing Groups

– HubSpot

• Put a Share button on your site with AddThis!

Money on the Web• People are notoriously paranoid about spending money on the web!

• Use secure services:

– PayPal.com

– TwitPay (for donations made on Twitter)

• Use a verification service on your site:

– VeriSign

– SiteLock

Grading Your Site• Find out the popularity of and relevance of

your site by using a grading service

– BlogSpot offers free comparision report• http://websitegrader.com

– Review My Web• http://www.reviewmyweb.com

– My Site Grader• http://mysitegrader.com

Questions?

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