Anjali C.

Wadhwa Book Report MASC 671 March 11, 2009

SECRETS OF SOCIAL MEDIA MARKETING

By: Paul Gillin
How to Us Onlin Con! "sations an# Custo$ " Co$$uniti s to Tu"%o&C'a"( )ou" Busin ss*

Fo"wa"# + %y La""y , % "- Ca. Co# We all are the edia now and it i! not a "ad #$t a co plete chan%e o" plat"or . &he we# will onl' deepen in e(perience, con)er!ation and co erce. *or arketer!, the new !ocial We# inno)ation will #eco e the n$cle$! o" c$!to er cele#ration, con)er!ation and co erce. &he #ook o""er well learned le!!on!, the di!co)erie! o" ore !ocial We# inno)ation! and a )er' practical +how to, approach. -a$l ha! written a a!ter ap "or enterpri!e! to !$cceed in the era o" c$!to er con)er!ation and c$!to er control. Int"o#u/tion &he C./ o" a ajor airline a)ert! a potential relation! "ia!co #' "loatin% an idea "or polic' chan%e on the co pan' #lo% #e"ore takin% action and recei)ed h$ndred! o" help"$l co ent!. While !o e #$!ine!! contin$e to worr' a#o$t Ret$rn /n 0n)e!t ent and ea!$rin% !ocial edial an' ha)e e #raced it and are e(peri entin% with #lo%!, online )ideo, corporate co $nitie! and p$#lic network!. +&he' are learnin% how to li)e in a world in which ail and phone e!!a%e! are increa!in%l' ine""ecti)e, #$t direct en%a%e ent i! 'ieldin% ret$rn! that were once $ni a%ina#le. . #racin% chan%e i! the onl' wa' to !$r)i)e in a #$!ine!! world that i! e)ol)in% !o "a!t. &ho!e that e(ceed in the lon% ter are the one! that reco%ni1e that power had pa!!ed on to the hand! o" the ordinar' people and that their !$r)i)al !trate%' hin%ed not onl' on adaptin% to #$t appla$din% that tran!"eral!. C'a.t " 0& Ma1in( t' /as &he ore in control we are, the ore o$t o" to$ch we #eco e. B$t the ore willin% we are to let %o a little, the ore we2re "indin% we %et in to$ch with con!$ er!., 3 A.S. 4a"le', C./, -rocter 5 6a #le *i!ker!, a 700 'ear old co pan', aker o" hi%h38$alit' !ci!!or! and cra"tin% tool!, wa! "r$!trated #' the low e otional connection it! c$!to er! had with the #rand. *i!ker! had to !hi"t it! di!tri#$tion toward !pecialt' retailer!. &he co pan' decided to !ei1e on !crap #ookin%, a pop$lar happ' that attracted Ba#' Boo er o !. *ri!ker! wanted to te!t thi! a!!$ ption #' anal'1in% online con)er!ation! and hired the !er)ice! o" Brain! on "ire. &he re!$lt! were !$rpri!in%. &he anal'!i! re)eled that 'o$n%er wo en3 the %eneration 93 were act$all' ore pa!!ionate a#o$t !carp #ookin% than #a#' #oo er!. &he co pan' had to chan%e it! !trate%' a! now it had to en%a%e thi! %ro$p. *ri!ker! created an e(cl$!i)e co $nit' o" !crap #ooker!. &here wa! two wa' co $nication and the e #er! :*i!kater!; were enco$ra%ed to !hare their pa!!ion with one another. &hi! wa! an e(cl$!i)e co $nit'. Me #er! had to appl' to #eco e *i!kater!. &he lead! were enco$ra%ed to )i!it local cra"t !hop! to help erchant! !ell !crap #ookin% !$pplie! a! enth$!ia!t! and not a! !ale! rep!. A#o$t 200 wo en were e(pected to appl'< ore than 7200 #eca e e #er! a! o" id 200=. Within a 'ear !ale! o" *i!kar! !$pplie! in !tore! that had #een )i!ited #' *i!kater! ore than tripled. /nline e #er!hip o" *i!ker! prod$ct! increa!ed !i(3"old. &hi! !tor' e #odie! the #e!t o" what !ocial edia can acco pli!h. 3 !tarted with li!tenin% to online con)er!ation

3 de)elopin% a !e% entation !trate%' 3 #$ildin% co $nit' aro$nd !hare enth$!ia! and con)er!ation 3 t$rned $npaid c$!to er! into a national "ield arketin% "orce 3 &ran!"or ed the c$lt$re o" one o" the olde!t co panie! in the we!tern world. &he rea!on! "or re!i!tance to !ocial edia 3 &he newne!! and $npredicta#ilit' o" the edi$ i! !car', and ea!$rin% re!$lt! i! !till ore art than !cience. 3 Re!i!tance "ro hi%her $p! who can2t adapt the !el)e! to the at o!phere o" tr$!t, tran!parenc', and two3wa' co $nication that thi! new world re8$ire!. Man' e(pert! predict that the internet will #eco e the world2! lar%e!t ad)erti!in% edi$ within the ne(t "i)e 'ear!. Social edia ha! %i)en )oice to illion! o" ordinar' people, who can relate their e(perience! and opinion! to a %lo#al a$dience at little or no co!t. E$%"a/ /'an( &he o!t i portant chan%e i! to $nder!tand and accept i! that the!e con!tit$encie! now ha)e the capacit' to talk3to each other and to the #$!ine!!e! the' patroni1e. Social edia i! all a#o$t !harin% opinion!. &he!e opinion! are o"ten direct and $n"iltered $nlike traditional edia. . #race the idea that "eed#ack o" an' kind i! $!e"$l, not onl' to the e!!a%in% #$t al!o to the wa' 'o$ de)elop prod$ct! and r$n 'o$r co pan'. Co on o#jection! to !ocial edia< 1. +-eople will %o ne%ati)e,. 3 don2t "ear ne%ati)it' :p% >; e% dell3 p% 7 3 Be willin% to ad it "alli#ilit' and pro i!e to i pro)e. ?otin% will !top a ne%ati)e di!c$!!ion ore 8$ickl'. .%. A&5& p% = Wh' ne%ati)it' concern! are o)er#lown< :a; *or o!t co panie!, it2! not an i!!$e. @ Mo!t !$cce!!"$l co panie! ha)e %ood prod$ct! and "airl' happ' c$!to er! !o the' don2t care. B$t it i! i portant "or the!e co panie! to control the ! all di!!ati!"ied c$!to er! to a)oid an' da a%e. :#; Mo!t di!!ati!"ied c$!to er! can #e olli"ied wit a recepti)e ear and a con!tr$cti)e approach to pro#le 3!ol)in%. :c; ?e%ati)e "eed#ack i! nece!!aril' #ad. :d; Mo!t *eed#ack i! po!iti)e. Re!earch ha! !hown that acti)e #lo%%er! are !i( ti e! ore likel' to write po!iti)el' a#o$t #rand! and prod$ct! than the' are to write ne%ati)el'. 2. +&he R/0 i! $nclear, 3 thi! i! partl' tr$e 3 !ocial edia i! a new channel 3 the etric! "or ea!$rin% ret$rn! are !till $nde)eloped #$t e)ol)in% 3 R/03 ret$rn on in)e!t ent #$t can al!o re"er to +ri!k o" inaction, Co$nter the R/0 o#jection 3 -oint to an' e!ta#li!hed corporate acti)itie! that ha)e inde"inite R/0 :p$#lic relation!, e plo'ee relation!, and to !o e e(tent, re!earch and de)elop ent;

Cite the n$ ero$! ca!e !t$die! "ro !$cce!!"$l edia ca pai%n! 6et ore in"or ation on the trend! and !$cce!!"$l ca!e !t$die! :Media-o!t, Min, eMarketer, the Word o" Mo$th Marketin% A!!ociation; A. +0t2! a *ad, 3 Cite !tati!tic! a#o$t the %rowth o" new edia and the decline o" the old. 3 ?ew!paperBeath3Watch.co 3 0nternet ad !pendin% will !$rpa!! new!paper ad)erti!in% to #eco e the nation! leadin% a! edi$ in 2011 3 Societ' "or ?ew Co $nication! Re!earch "o$nd that two3third !enior arketin% -R and arketin% co $nication! pro"e!!ional! planned to increa!e !pendin% on !ocial edia d$rin% 200= *or late!t arket re!earch in thi! area3 !! #ook.co Cre!earch So wh' i! there a di!connect #etween #$!ine!! leader! po!iti)e perception and their tepid !pendin% plan!D 3 Social edia i! !till new and the !heer pace o" chan%e ha! paral'1ed in)e!t ent. &he di11'in% pace o" chan%e ha! pro pted an' arketer! to !it on the !ideline! $ntil winner! e er%e. 3 Social edia i! cheap 3 Metric! are i at$re. &here are no !ettled !tandard! to ea!$re !ocial edia ca pai%n re!$lt!. 3 -$#lic!. Be o%raphicall', the people who are o!t likel' to lead corporation! are al!o the lea!t likel' to #e acti)e internet $!er!. 3 Man' arketer! ea!$re their i portance and in"l$ence #' the !i1e o" their #$d%et. B3to3B :B$!ine!!3 to3 #$!ine!!; Certainl', the !cope o" #3to3# !ocial edia application! i! ! aller than in con!$ er arket!. So e ind$!trie! ha)e #een !lower to adopt the tool! #eca$!e the a$dience i! technolo%'3a)er!e or #eca$!e #$'in% deci!ion! are indi)id$ali1ed. B to B a%a1ine "o$nd that A1E o" #3to3# arketer! were allocatin% at lea!t a "i"th o" their edia #$d%et! to new edia, co pared with onl' >E o" #3to3c :B$!ine!!3to3Con!$ er; arketer!. &he con!$ er arket will likel' lead the wa' in !ocial edia inno)ation "or the "or!e#le "$t$re, #$t #3to3# arketer! a' act$all' #e 8$icker to ine the #$!ine!! )al$e o" new idea!. C'a.t " 2 & Ma1in( /'oi/ s +Social edia i! j$!t another e)ol$tion o" con!$ er3to3con!$ er co $nication that arketer! are %ettin% to li!ten in on. /nl' the people in !ocial edia are not pla'in% the role o" con!$ er! with p$rcha!e intentF rather, the' are j$!t #ein% !ocial with each other., 3 Goe Marche!e, writin% on Media-o!t A !$rpri!in%l' lar%e n$ #er o" co panie! la$nch !ocial edia ca pai%n! witho$t an' clear !trate%ic %oal. -erhap! the' are j$!t e(peri entin% with the technolo%' or a'#e the'2re e(peri entin% with the technolo%' or a' #e the'2re drawn #' the low co!t entr'. .(peri entation i! #etter than inaction, #$t it2! #etter to ha)e a plan. Beca$!e o" !o an' !ocial edia option! a)aila#le toda', !trate%' i! )ital to !ortin% thro$%h the .

3 3

So/ial $ #ia tools 3 Tools a" s /on#a"y 3 !tart with the #$!ine!! %oal, not the tool!. 3 &he #e!t technolo%' i! $!$all' not the #e!t choice. Heep in ind the i portance o" #alancin% #etween ea!e o" $!e, !i plicit' o" deplo' ent and "$nctionalit'. 3 Not "i('t 3o" ! "y 4o%5 So e "$nction! where !ocial edia i! poorl' !$ited are #randin%, channel relation!, direct arketin%, B$!ine!!3to3B$!ine!!, de o%raphic tar%etin%, hi%h3ticket ite !. P( 26 /'a"t an# 78 3 S$all is % auti3ul5 . #race niche arket!. Social edia arket! are #' de"inition ! all. ?iche arket! are the "$t$re o" arketin%. 3 E(5 &he a$thor2! p$#li!her o" hi! "ir!t #ook did not ha)e the ean! "or an e(ten!i)e arketin% ca pai%n, !o he ade it a point to re!pond to an' re8$e!t "or a con)er!ation with a #lo%%er or podca!ter. &he !trea o" co)era%e pro)ided con!$ er awarene!! lon% a"ter the edia re)iew! "ailed. A 'ear a"ter the #ook wa! p$#li!hedF it deli)ered ore than >00 dail' !earch re!$lt! on 6oo%le. 3 Ha! a /on! "sation5 C$!to er !er)ice i! 'o$r weake!t link. C$!to er! can now re!pond to e!!a%e! and to di!c$!! their opinion! whether the co panie! in)ite the or not. .arlier, c$!to er! had little ean! to !peak to each other and co panie! had little incenti)e to li!ten i" the' didn2t care to. So, it i! inc$ #ent $pon #$!ine!!e! to #eco e in)ol)ed in the!e con)er!ation!. 3 E$.ow " you" . o.l 5 . power 'o$r e plo'ee! to !peak "or the co pan'. 3 Bep$ti1e !o e people to !peak n #ehal" o" the co pan' in de!i%nated "or$ ! or co pan' #lo%. -eople are %i)en !pecial trainin% and !i%n doc$ ent! that %o)ern their #eha)ior. 3 List n How to /'oos %lo(( "s 3"o$ t' /o$.any9 1. Well ro$nded indi)id$al! with de on!trated e(perience and lo'alt' and an a#ilit' to co $nicate the co pan' po!ition with )i%or. 2. pa!!ionate a#o$t their workCprod$ct A. enjo' !harin% with other!C #lo%%in% 7. ri!k taker! >. %oal oriented 6. ha)e a !en!e o" h$ or 7. a #itio$! =. recepti)e to "eed#ack Nin /o$$ons ns s /" ts o3 so/ial $ #ia $a"1 tin(& %y B5L5 O/'$an 1. the p$rpo!e o" !ocial edia arketin% i! to en%a%e with enth$!ia!t! and e(i!tin% c$!to er! in interacti)e co $nitie! 2. 0ncorporatin% !ocial edia into 'o$r arketin% i!n2t a 8$ick "i(, a%ic eli(ir< or !$re thin%. A. e!ta#li!h credi#ilit' 7. . #race all "eed#ack. >. &he )al$e i! the network. 6. !ocial edia can chan%e the world 7. #$ild a %en$ine connection with 'o$r a$dience =. re!i!tin% the )oice o" the c$!to er i! "$tile 9. &hink %lo#all' and !peak in ton%$e!.

C'a.t " 7 & Ea" to t' ("oun# +We2)e #een talkin% to people a! i" the' were oron! and now the'2re p$nchin% o$r li%ht! o$t., @ Go!eph Ga""e, a$thor, join the con)er!ation, !peakin% at &ap into the con)er!ation3 the "ir!t !tep to !ocial edia en%a%e ent i! !ocial edia awarene!!. 0t help! in knowin% where to "oc$! 'o$r ener%'. 6oo%le alert i! no lon%er eno$%h a! 6oo%le inde(e! le!! than 20 percent o" the we#, accordin% to !e)eral e!ti ate!. &o reall' "ind people, 'o$ need to di% into e #er!3onl' network! where the' i%ht #e acti)e. 0" 'o$ need to identi"' people who are intere!ted in 'o$r e!!a%e< 6ettin% Started3 learn to $!e ad)anced !earch3 it2ll !a)e 'o$ #oatload! o" ti e. Mo!t people %o to %oo%le when the' want to, #$t there are plent' o" other option!. 0n addition there are capa#ilitie! #$ried within 6oo%le and other !earch en%ine! that o!t people don2t know a#o$t. &he!e can !a)e 'o$ a lot o" ti e. /ther !earch en%ine! 'o$ can $!e are< 3 Mahalo, a#o$t.co , MS? or 9ahooI 6et creati)e with ter !3 0t i! al!o i portant to think like a c$!to er when !earchin%. .(peri ent with co #ination! o" word! to %et the a(i $ "ro 'o$r !earch. Blo% !earch < !earh en%ined do an e(cellent jo# o" innin% the we# a! a whole, #$t i" 'o$ want to "oc$! on !ocial edia, 'o$ need to tap into a !peciali1ed !earch en%ine. *or #lo! the two o!t pop$lar en%ine! are &echnorati and Blo%p$l!e. Blo%-$l!e2! +?ei%h#orhood, "eat$re i! one o" it! o!t intere!tin% !er)ice!. it atte pt! to identi"' a$thor! who ha)e !i ilar intere!t! #a!ed $pon the word! the' $!e and where the' link. Man' #lo% !earch en%ine! al!o track ta%!, which are ke'word! that a$thor! a!!ociate with their content. &a%! are $!e"$l to arketer! #eca$!e the' are a !ort o" h$ an powered de!cription en%ine. &hi! can %reatl' narrow the li!t o" re!$lt!. &here i! nothin% "a!t or ea!' a#o$t identi"'in% in"l$ence!. .)en tho$%h a cl$tch o" !er)ice! ha! e er%ed to handle !o e o" the dirt' work, it2! !till $p to h$ an #ein%! to a!!e!! whether an in"l$encer de!er)e! attention. Seein% i! #elie)in% /$r ta!k al!o doe!n2t end with #lo%!. A )ariet' o" other !ocial edia o$tlet! can point $! to people who!e pre"erred edi$ i! photo!, )ideo, and the !poken word. Jideo and a$dio connection! We can2t i%nore podca!t!, )ideoca!t! or an' )ideo !harin% we#!ite "or o$r !earch. Ta(s 4earn the )al$e o" ta%!3 the !earch !ocial en%ine. &a%2! are a power"$l wa' o" de!cri#in% in"or ation on 'o$ we#!iteC #lo%!. A ta% can #e an' co #ination o" letter! and n$ #er!< the choice i! pto the $!er. Man' !erch en%ine! %i)e! ta%! !pecial treat ent, eanin% that content that ha! #een la#eled with certain ta%! rank hi%her in the re!$lt!. What2! ne(tD &he !ocial edia land!cape i! !ee in%l' endle!!, and new !ite! la$nch all the ti e. ?o one can keep $p with it and no one !ho$ld tr'. 9o$ al!o can2t nece!!aril' co p$teri1e the

proce!!, altho$%h tool! are e er%in% that can appl' !ophi!ticated al%orith ! to con)er!ation anal'!i! to deter ine !enti ent. At !o e point, h$ an3to3h$ an co $nication de"ie! a$to ation. -R #lo%%er -hil 6o e! tell! o" lookin% at a po!t a#o$t Star#$ck! that !aid. +&hi! i! the %reate!t "KKKin% c$p o" co""ee 0 e)er had., &he achine, in it! in"inite wi!do , had cate%ori1ed the co ent a! ne%ati)e. C'a.t " 6& Cou"tin( onlin in3lu n/ "s 0t i! i portant to $nder!tand that !ocial edia in"l$encer! are not reporter!. &he' don2t co)er a #eat and the' don2t "eel o#li%ated to write or co ent a#o$t an'thin% that doe!n2t intere!t the . &hat ake! it critical that 'o$ $nder!tand the i!!$e! that %et their attention. &he o!t i portant !tep a arketer $!t take #e"ore contactin% a #lo%%er i! read their work. 1. Make 'o$r initial contact eanin%"$l and po!iti)e3 "latter' will %et 'o$ e)er'where, #$t #e !incere a#o$t 'o$r co ent!. 2. A!k the per!on2! ad)ice3 a!kin% !o eone "or hi! opinion and !howin% that 'o$ take that opinion !erio$!l' i! the "a!te!t wa' to ake a "riend. A. &ake the con)er!ation o""3line3 i" 'o$ are !erio$! a#o$t #$ildin% the relation!hip, o""er in"l$encer! !o ethin% !pecial. Heep the!e interaction! pri)ate, $!in% e3 ail or the telephone. 7. *ollow thro$%h3 one o" the co on i!take! p$#lic relation! pro"e!!ional! ake i! to contact the edia onl' when the' ha)e !o e thin% to pro ote. &hat2! not a relation!hip, it2! a tran!action. >. 6i)e the the !a e pri)ile%e! and acce!! that 'o$ wo$ld %i)e the edia. /nline in"l$encer! are, a"ter all, j$!t another kind o" edia )oice. &he' !ho$ld #e a part o" 'o$r e)er'da' pre!! co $nication! and !ho$ld #e %ranted !a e acce!! to e)ent!, inter)iew! and new! !torie! a! ain!trea edia. Cra"t a pro%ra 0n"l$encer! appreciate #ein% reco%ni1ed and taken !erio$!l', !o think o" how 'o$ can entice the to %et in)ol)ed wit 'o$. Corporate Soap#o(e! +A co pan'2! tr$e character i! e(pre!!ed #' it! people. &he !tron%e!t opinion!3%ood or #adLa#o$t a co pan' are !haped #' the word! and deed! o" it! e plo'ee!Mit i! the re!pon!i#ilit' o" corporate co $nication! to !$pport each e plo'ee2! capa#ilit' and de!ire to #e hone!t, knowled%ea#le a #a!!ador to c$!to er!, "riend!, !hareowner! and p$#lic o""icial.,3 &he A$thentic .nterpri!e< Relation!hip!, Jal$e! and the .)ol$tion o" Corporate Co $nication!, Arth$r W. -a%e Societ', Bece #er 2007 Secret< Blo%! are 'o$r #e!t #et "or controllin% the con)er!ation. Busin ss Blo(s: An Onlin Po#iu$ Blo%! ha)e #een co pared to #$!ine!! pre!entation!. &he' are takin% on a new role a! #$!ine!!e! learn to le)era%e their "le(i#ilit' and ea!e o" $!e. Blo%! are "le(i#le. N!e then with photo!, a$dio and )ideo. &he' are "a!t and ea!' to $pdate and re8$ire little technical !kill to $!e. Is %lo((in( "i('t 3o" you" %usin ss9 3 Bo 'o$ want to do itD 3 Bo 'o$ ha)e a topic in indD 3 Are 'o$ pa!!ionate a#o$t the topicD

3 3 3 C'oos 1. 2. A. 7. >. 6. 7. Secret 3

Are 'o$ knowled%ea#le a#o$t the topicD Bo 'o$ co $nicate wellD Bo 'o$ ha)e a thick !kinD Can 'o$ take critici! D you" w a.on: C./ #lo% e(ec$ti)e #lo% %ro$p #lo% co pan' #lo% plat"or topical #lo% ad)ocac' #lo% pro otional #lo%

*oc$! corporate #lo%! on topic! rather than people to in!$late a%ain!t t$rno)er and rea!!i%n ent!. 3 A !a"e approach to #lo%%in% i! to an!wer "re8$entl' a!ked c$!to er 8$e!tion!. 3 6i)e co pan' #lo%%er! a li!t o" pre"erred ke'word! and a!k the to $!e tho!e word! a! o"ten to i pro)e or%anic !earch re!$lt! 3 Make 'o$r #lo%%in% polic' !i pl' an e(ten!ion o" 'o$r !tandard! o" #$!ine!! cond$ct. Sho$ld 'o$ !pon!or a #lo%%erD Blo% ad)erti!in% ha! #een aro$nd !ince the earl' da'! o" the edi$ and it! priceCper"or ance can #e attracti)e. Secret @ Spon!orin% #lo%%er! will pro#a#l' ake the le!! likel' to write a#o$t 'o$. ?e)er, e)er create a "ake #lo% or +"lo%., &hi! i! a practice that in)ol)e! hirin% a per!on to #lo% po!iti)el' a#o$t a co pan' or ca$!e witho$t di!clo!in% their a""iliation. S /" ts o3 su// ss & STRAIGHT Su//in/t3 keep 'o$r entrie! le!! than >00 word!. Make 'o$r point 8$ickl' on the top. T"ans.a" nt3 ne)er tr' to "ool or i!lead people. Alwa'! re)eal 'o$r o#jecti)e!. R s.onsi! 3 when people re!pond, 'o$ !ho$ld acknowled%e and thank the . A// .tin(3 accept critici! in the !pirit o" con!tr$cti)e critici! and re!pond cal l'. Insi('t3ul3 %i)e people a rea!on to read 'o$r #lo%. G nuin 3 !how reader! that there2! a h$ an #ein% #ehind the word! on the !creen. N!e per!onal anecdote! to ill$!trate a point. Hu$o"ous3 an occa!ional "$nn' !tor' will %o a lon% wa' to toward akin% 'o$r #lo% look ore h$ an. Ti$ ly3 ake 'o$r topic! c$rrent and rele)ant. Re!pond within 27 ho$r! to co ent!. -odca!tin% Secret3 podca!t! are cheap and ea!' to prod$ce 3 podca!t! work well in #3to3# co $nication! eMarketer! e!ti ate! that the N.S. podca!t a$dience %rew 2=> percent in 2007 to 1=.> illion people and will increa!e to 6> illion in 2012. C'a.t " : & Custo$ " /on! "sations +-eople on M'Space aren2t r$nnin% awa' "ro awa' "ro arketer! and ad)erti!er!., pedophile! and !talker!. &he'Ore r$nnin%

6io)anni 6all$cci, co"o$nder, Be(terit' Media, in and inter)iew on 0& Con)er!ation! A0 illion onthl' $ni8$e )i!itor!, and o)er one #illion photo!, *lickr i! the =003po$nd %orilla o" photo !harin% co $nitie!. Marketer! at ca era aker ?ikon !aw opport$nit' when the' waded into *lickr in 2006. Bo1en! o" ?ikon enth$!ia!t %ro$p! alread' e(i!ted, !o e with !e)eral tho$!and e #er!. -eople were !harin% all anner o" tip! a#o$t their e8$ip ent! and techni8$e!. &o ?ikon, the!e were the pro)er#ial "i!h in a #arrel. 0t contracted with *likr owner 9ahooI &o place ?ikon #randin% on !o e *lickr %ro$p! and la$nched a new !ite called ?ikon St$nnin% 6aller', when the #e!t photo! contri#$ted #' ?ikon enth$!ia!t! on *lickr were "eat$red. When the co pan' introd$ced it! B=0 di%ital ca era!, it %a)e 16 o" the to acti)e *lickr $!er!. &ho!e enth$!ia!t!2 #e!t work wa! "eat$red in a three3pa%e ad)erti!in% in!ert in B$!ine!!Week. &he ca pai%n wa! the %od!end to the photo%rapher!, who con!i!tentl' !tr$%%le to pro ote their work. &oda' there are ore than >0,000 e #er! o" )ario$! ?ikon %ro$p! on *lickr. A 9ahooI .(ec$ti)e called the !t$nnin% %aller' ca pai%n the o!t !$cce!!"$l *lickr pro otion o" 2006. Social ?etwork! Co e o" A%e 6lo#al ad)erti!in% on !ocial network! wa! P1.2 #illion in 2007, accordin% to eMarketer!, and it wa! e(pected to increa!e 7>E in 200=. /ne rea!on !ocial network! can #e a %reat opport$nit' "or #$!ine!! i! that the' eli inate on o" the o!t onero$! co!t! o" online arketin%< #$ildin% a co $nit'. Qowe)er, !ocial network! are !o new and intere!ted that an' arketer! are war' o" akin% #i% #et!. Secret< Social network! re!i!t arketin% e!!a%e! and the' are c$rrentl' !o e o" the lea!t e""ecti)e !ocial edia arketin% plat"or !. +Marketer! !a' a! "ew a! "o$r in 10,000 people who !ee their ad! on !ocial networkin% !ite! click on the , co pared with 20 in 10,000 acro!! the We#,. -art o" the pro#le i! that people $!e !ocial network! to connect with people, not #rand!. 0n a nota#le incident in late 2007, *ace#ook wa! "orced to withdraw and re)a p a !er)ice that re)ealed the p$rcha!in% deci!ion! people reported to their "riend!. Cate%orie! o" Social ?etwork! &here are !ocial network! "or nearl' e)er' a%e %ro$p, !pecial intere!t, and %eo%raphic re%ion. Social network! can #e #roadl' %ro$ped into the "ollowin% area!< G n "al .u".os 3 Ma!!i)e !ite! like M'Space and *ace#ook !peciali1e in connectin% people acro!! a wide )ariet' o" intere!t!. ; "ti/al n two"1s3 &he!e "oc$!ed co $nitie! !er)e people with !peci"ic intere!t! ran%in% "ro ph'!ician! :!er o; to per!onal "inance :We!a#e; to !hoppin% :&hi!?e(t;. &he' ha)e "ewer !er)ice! than %eneral p$rpo!e !ite!, #$t what the' do ha)e i! richer content, and their ! aller co $nitie! are o"ten hi%hl' en%a%ed Scan the %ro$p!, di!c$!!ion topic!, and participant! and look "or content pro"ile! that atch 'o$r arket. Marketin% co!t! are %enerall' lower than tho!e o" the #i% !ocial network! and the a$dience! can #e "ar ore tar%eted. So/ial %oo1$a"1in(3 &hi! i! one o" the lar%e!t cate%orie! o" !ocial network!, enco pa!!in% a!!i)el' tra""icked !ite! like Bi%%, delicio$!.$!, Sphinn, reddit, -ropeller and Sho$twire. Me #er! !hare and co ent $pon intere!tin% we#!ite! and co pete to

#oo!t their pro"ile! #a!ed $pon the 8$antit' and 8$alit' o" their reco endation!. A ention on the "ront pa%e o" Bi%%, "or e(a ple, can deli)er ten! o" tho$!and! o" )i!itor! to a we#!ite in a !in%le da'. R /o$$ n#ation n(in s3 -la'er! i! thi! relati)el' new cate%or' take an' "or !, "ro the !trai%ht3$p re)iew !ite! like 9elp and %oin% to !er)ice! that ap content to !peci"ic ta!te!. Reco endation en%ine! !hare a lot in co on with !ocial #ook arkin% !ite!. So/ial s'o..in(3 /ne o" newe!t and "a!te!t %rowin% !ocial network cate%orie!, the!e reco endation en%ine! ind$l%e people2! inclination to treat !hoppin% a! a %ro$p e)ent. St'lehi)e, Ha#oodle, and CrowdStro #$ild $pon A a1on.! odel #' or%ani1in% co $nitie! that deli)er "eed#ack and re)iew! to help people choo!e prod$ct! o" all kind!. Ho"i<ontal n two"1s3 &he!e !ite! !er)e #road intere!t area! like tra)el :&ripAd)i!or;, real e!tate :Rillow;, li"e !kill! :/nl' Q$ an;, datin% :Match;, and #$!ine!! de)elop ent :4inked0n;. &he' )ar' widel' in e #er!hip, !i1e and !cope, a! well a! in their )al$e to arketer!. Secret< -hoto3 and )ideo3 !harin% !ite! are !o e o" the o!t "r$it"$l !o$rce! o" enth$!ia!tic c$!to er!. P'oto=!i# o s'a"in(3 -eople $!e the!e !ite! to e(chan%e and co ent $pon their own work and the work o" other!. Site! like 9o$&$#e and *lickr are %ar%ant$an in !acle and can deli)er illion o" )iewer!. ;i"tual wo"#s3 Second li"e i! the po!ter child o" the!e )i!$all' rich en)iron ent! #$t an' other e(i!t, incl$din% 6aia, &here and the %a in% 3 oriented .)er8$e!t and Word o" Warcra"t. Mo%il 3 &witer wa! one o" the hotte!t !ocial networkin% !torie! o" 2007, and it pre!ent! one o" the o!t intri%$in% arketin% opport$nitie!. &he!e %ro$p!2 in!tant @ e!!a%in% !er)ice! ha)e an appeal that2! #a""lin% to the $ninitiated. Secret< &he o!t pop$lar !ocial network! in o)er!ea! arket! are al o!t $nknown in the N.S. Int "national3 Ser)ice! that do inate the N.S. arket rarel' ha)e the !a e appeal o)er!ea!. 6oo%le2! /rk$t, "or e(a ple, ha! #een a non!tarter in the N.S. #$t ha! a h$%e "ollowin% in Bra1il. Bi""erent co$ntrie! al!o e #race di""erent "eat$re!. An' co pan' with international reach !ho$ld look at the opport$nitie! in their o)er!ea! arket!. Co on Characteri!tic! .ach !ocial network ha! $ni8$e "eat$re!, #$t o!t ha)e a "ew thin%! in co on. One is open enrollment. Me #er!, $!$all' ha)e acce!! to a personal space, Connection! #etween e #er! are e!!ential to !ocial network!F the!e relation!hip! %o #' )ario$! na e!, !$ch a! friends, followers, or connections. An increa!in% n$ #er o" !ocial network! !$pport software applications, o!t o" which are pro)ided #' third3part' de)eloper! and arketer!. &he!e per!onal relation!hip! are al!o one o" the o!t challen%in% i!!$e! "or arketer!. A! a re!$lt, it2! e!!ential that arketer! learn how to tap into the d'na ic! o" the!e relation!hip! a! partner! rather than !eller!. *or e(a ple Bell Co p$ter cond$cted a !$cce!!"$l ca pai%n $!in% *ace#ook2! 6ra""itti Wall in earl' 200=. 6ro$p! are another e!!ential ele ent o" an' !ocial network!.

&he' are al o!t alwa'! "eat$re di!c$!!ion "or$ !, #$t a' al!o incl$de )ideo3, photo3, and $!ic3!harin% a! well a! colla#orati)e or co petiti)e application!. Secret< Mo!t !ocial network %ro$p! are too ! all to #e worth 'o$r attention. Search "or 'o$r #rand or cate%or' in *ace#ook, "or e(a ple, and 'o$ a' #e !$rpri!ed to "ind how an' %ro$p! alread' e(i!t. When interactin% with e #er! in %ro$p!, #e care"$l to o#!er)e the "ollowin% $nwritten r$le!< 3 Always #is/los you" a33iliation 3 O33 " so$ t'in( o3 !alu 3 P "sist 3 Ha! 3un 3 Us #i(ital %"an#in( # !i/ s C'a.t " >& T' So/ial N two"1 Go"illas &op !ocial networkin% !ite! #' )i!it!, Bec 2007 Mys.a/ & >2? Fa/ %oo1& 0:? All ot' "s& 02? Al o!t 70E o" total )i!it! to the top ten !ocial network! and ha! %reat reach into entertain ent and con!$ er3prod$ct arket!. Secret3 when arketin% M'!pace, %et a kid to help. *ace#ook3 in late 2006 "ace#ook opened it! door! and "o$nd an a$dience that had #een cra)in% a M'!pace "or ad$lt!. 0t i! the o!t arket "riendl' o" the ajor !ocial network!, perhap! #eca$!e it need! to !$!tain it! lo"t' P 1> #illion )al$e. Secret3 "ew "ace#ook %ro$p! ha)e an' e #er!. &ho!e co panie! that !pon!or %ro$p! %enerall' $!e the a! acco pani ent! to their we#!ite! and a! an e""icient wa' to tap into "ace#ook2! )a!t e #er!hip. Lin1 #In3 it i! a !ocial network "or #$!ine!!people and it enjo'ed a r$!h o" pop$larit' #e%innin% in late 2007. Me #er! "ind and connect to known #$!ine!! contact! and then $!e tho!e people2! connection! to "ind other e #er!. Secret3 4inked0n2! An!wer "eat$re i! a %reat wa' to !how o"" e(perti!e a! well a! to "ind 8$ick an!wer! #$!ine!! pro#le !. So$thwe!t Airline! C./ 6ar' Hell' $!ed 4inked0n to po!t a 8$e!tion a!kin%, +Qow can an airline ake 'o$ ore prod$cti)eD, Qe %ot 167 an!wer! in a week. )ouTu% 3 all arketer! !ho$ld #e "a iliar with 9o$&$#e, e)en i" the' don2t prod$ce )ideo the !el)e!. At the )er' lea!t, the !ite i! an e""ecti)e place to retire tele)i!ion co ercial! or internal prod$ction! a"ter their r$n i! thro$%h. Secret3 the h$ oro$! )ideo! that people prod$ce "or internal co pan' eetin%! can o"ten "ind a #road a$dience on 9o$&$#e at no co!t. Fli/1"& it i! a leader in online photo !harin%, a lar%e cate%or' that al!o incl$de! -hotoB$cket, Sh$tter"l', S $% $% and Snap"i!h. -hoto !harin% !ite! can #e an o$t!tandin% re!o$rce "or co panie! who!e prod$ct! and !er)ice! ha)e a !tron% )i!$al co ponent. &he' can #e a !o$rce o" ine(pen!i)e i a%e! "or #rand pro otion! and a wa' to identi"' application! o" the co pan'2! prod$ct that aren2t otherwi!e o#)io$!. Secret3 -hoto3!harin% !ite are one o" the %reat $nder$!ed re!o$rce! "or "indin% in"l$encer! and %ro$p!.

When in)e!ti%atin% photo !harin% !ite!, #e on the looko$t "or ta%!. &he!e de!cripti)e la#el! applied #' photo%rapher! to their own work, a! well a! #' other!, can re)eal trend! or perception! that aren2t int$iti)el' a#)io$!. Secret< &witter to #roadca!t li ited ti e !pecial! like te porar' di!co$nt!. &witter /ne o" the o!t $nlikel' !ocial network !$cce!!e! o" 2007 wa! &witter, a "ree !er)ice that let! people co $nicate in real ti e to %ro$p! o" "riend! $!in% an' one o" a n$ #er o" de)ice!, incl$din% cell phone!. &witter i! #a!icall' a "or o" %ro$p in!tant e!!a%in% and it ha! #$ilt a de)oted "ollowin%. Marketin% p$ndit Go!eph Ga""e call! &witter, +Real3 ti e world3o"3 o$th,. B$t &witter al!o !end tweet!, a#o$t wei%htier topic!, !$ch a! what a !peaker j$!t !aid at a con"erence or a #$!ine!! pro#le the'2re con"rontin%. &he in!tant "eed#ack that the!e e!!a%e! %enerate i! one rea!on that &witter ha! #eco e !o pop$lar. ?ew! o" nat$ral di!a!ter! ha! tweeted $!er! ho$r! #e"ore it hit the ain!trea edia. &hi! !er)ice addre!!e! people2! "$nda ental need! "or connectedne!! and i ediac' in a wa' that other o#ile in"or ation !er)ice! ha)en2t. Bel.icio.$! &he %randdadd' o" !ocial #ook arkin% !ite! ha! ana%ed to o)erco e a den!e $!er inter"ace :rede!i%ned in id3200=;, $npredicta#le per"or ance, and li ited "$nctionalit' to re ain atop the heap in it! arket. Bel.icio.$! de"ine! one o" the lar%e!t cate%orie! o" !ocial network! :Bi%% i! deri)ati)e; and o""er! arketer! a )al$a#le opport$nit' to peer in!ide the ind! o" their con!tit$ent!. /nce po!ted online, e #er! can ta% their #ook ark! with de!cripti)e ter !, append !hort co entarie!, and !hare the #ook ark! with other $!er!. &a%! can #e $!ed to or%ani1e like aterial into %ro$p! and one we# pa%e a' ha)e do1en! o" ta%!. Secret< &hink o" !ocial #ook arkin% !ite! a! h$ an3powered !earch. .)er' pa%e in it! data#a!e ha! #een cho!en #' a per!on. Bi% &hi! power"$l !ocial #ook arkin% !ite can !end ten! or e)en h$ndred! o" tho$!and! o" )i!itor! to a we#!ite or )ideo with j$!t a !in%le link on it! !toried ho epa%e. Bi% i! !ocial #ook arkin% on !teroid!. Me #er! !$# it ite ! that the' "ind on the we# to a co $nit' )otin% proce!!. 0te ! that acc$ $late a lar%e n$ #er o" "a)ora#le )ote!, or +di%!,, o)e $p the pop$larit' !tack. ?e%ati)e! )ote!, or +#$rie!,, co$nter#alance po!iti)e one!. Bi% keep! it! )ote3 wei%htin% al%orith proprietar', in lar%e part to di!co$ra%e !ca !. Secret< A ! all n$ #er o" Bi%% e #er! can e(ert di!proportionate in"l$ence. &hi! i! a %ood place to #eco e a power $!er.

Second 4i"e ?o !ocial network ha! #een o)ed re)ered, re)iled, and de#ated than Second 4i"e. Second 4i"e in!pire! a "anatical "ollowin% o" lo'ali!t! and an e8$all' o$t!poken cadre o" critic! who call it o)er3en%ineered, #a""lin% and o!tl' de!erted. Second 4i"e atte pt! to i ic the real world thro$%h a three3di en!ional e(perience in which the $!er2! character3 or a)atar3 walk!, r$n! and "lie! #etween de!tination! repre!entin% di""erent co $nitie! o" intere!t. Second 4i"e certainl' ha! it! enth$!ia!t!. 0BM, C??, S$n Cop.., Adida!, Sear!, Ci!co, Coca3Cola, and 6eneral Motor! are j$!t a "ew o" the ajor co panie! that ha)e con!tr$cted +i!land!, there. Second 4i"e $n8$e!tiona#l' ha! )al$e a! a edi$ "or )irt$al eetin%!, where pre!entation! can #e co #ined with di!c$!!ion! and ad hoc %ro$p! can "or . Wikipedia &hi! pheno enall' !$cce!!"$l co $nit' @edited enc'clopedia de!er)e! incl$!ion in thi! ro$nd$p onl' #eca$!e it2! !$ch a te ptin% tar%et "or arketer!. Man' co panie! a' #e !$rpri!ed to "ind that Wikipedia entrie! alread' e(i!t "or their #rand!, !o wh' not adj$!t what2! there to ca!t the #rand! in a po!iti)e li%ht Secret< Wikipedia can o$tper"or pla' #' the co $nit' r$le!. e)en the "ir!t pa%e o" 6oo%le re!$lt!, #$t #e !$re to

Be care"$l a#o$t e!!in% with Wikipedia. Stick to the "act!. 0n"act, incl$din% !o e not3 !o3po!iti)e in"or ation a#o$t 'o$r co pan' canact$all' work in 'o$r "a)o$r. 0" 'o$r entr' i! "la%%ed a! ad)erti!in%, don2t %et rattled, #$t tr' to addre!! the i!!$e! earne!tl'. C'a.t " @ Ni/' Inno!ato"s AP"o3il s %y Dana GillinB

&he "ollowin% !nap!hot pro"ile! o" !o e !$cce!!"$l, #$t le!!er3known network! !ho$ld %i)e 'o$ a !en!e o" how !o e !er)ice! are di""erentiatin% aro$nd the #a!ic network con!tr$ct!. Gat' " 6ather i! the !ocial network "or ?ational -$#lic Radio t'pe!. 0n"act it wa! created #' an ?-R e(ec$ti)e who !aw the opport$nit' "or a co $nit' #$ilt aro$nd the worldl' intere!t! o" the p$#lic radio a$dience. 6ather cater! to people who are, accordin% to B$!ine!!Week, +o)er A>, hi%hl' ed$cated, and keenl' intere!ted in the political and c$lt$ral world aro$nd the ,. 6ather2! ho e pa%e ha! choice pick! ran%in% "ro cookin% to "a il' acti)itie! to politic! to health and one'. Ci(saw Gi%!aw li)e! where !ocial edia eet! old3ti e #a!e#all card collectin%. 0t2! to li!t A>0,000 e #er!2 #$!ine!! card!, co plete with na e, e3 ail addre!!, phone n$ #er, title, co pan', and work ailin% addre!!F it2! 8$ite another to treat tho!e e #er!2 7 illion #$!ine!! contract! like the' were Micke' Mantle2! 19>1 rookie! card.

Gi%!aw2! director' i! e(panded when each new e #er d$ p! hi! )irt$al Rolode( into the !ite. &hen other e #er! +trade #$!ine!! card! the' ha)e "or #$!ine!! card! the' need. +Gi%!aw2! "o$nder! ha)e a lo"t' end%a e in ind< +&o ap e)er' #$!ine!! on the planet. .ach Gi%!aw e #er contri#$te! to the p$11le. Me #er! are rewarded "or $pdatin% incorrect contact in"or ation with additional contact! and penali1ed o" the' !$# it incorrect in"or ation. &he Gi%!aw arket work! two wa'!< A contact i! %i)en "or a contact recei)ed, or a paid e #er!hip :P2>C onth #$'! 2> contact!C oth;. M tu. *o$nded in 2002, Meet$p e(i!t! !o that people can $!e the We# to %et o"" the We#. /t !tr$)e! to connect people in their %eo%raphic area who !hare !i ilar intere!t! or ho##ie! $!in% the old3"a!hioned wa' in per!on. &he o#jecti)e i! to ake it ea!' ti create ph'!ical %et3to%ether!. P'oto%u/1 t *o$nded in 200A, it took -hoto#$cket onl' two 'ear! to #e na ed the "a!te!t %rowin% !ite o" 200> #' ?eil!enC?etRatin%!. A! o" March 200=, -hoto#$cket had A7.6 illion $ni8$e )i!itor! a onth worldwide, akin% it the pop$lar online di%ital photo con%lo eration !ite in the N.S. ha! "ree or paid plan! to po!t and !hare pict$re!, !lide!how! and )ide! and #e connected to other people in a "riend network. P"o. ll " /wned #' A erica /nline, -ropeller i! a re#orn and re#randed )er!ion o" A/42! e(peri ental ?et!cape co $nit' new! !er)ice. A/l ha! po!itioned it a! kind o" a Bi%%3 like !ocial new! !ite "or %rown $p!. 0t al!o ha! a tea o" +Anchor!, who onitor the !ite to re o)e ta!tele!! aterial and !pa . R ##it 0t i! j$!t like Bi%% with !o e ! all di""erence!, reddit, "o$nded in 200>, and i! #a!icall' Bi%% with a di""erent !pellin%. /nl' di""erence i! !$# ittin% to Bi%% i! ore c$ #er!o e than !$# ittin% to reddit. S "$o Ser o !eek! to connect doctor! acro!! the N.S. in an ad)ice network. Beca$!e the !ite i! $!er3 oderated, ad)ice %i)en #' "ellow doctor! $!t #e taken with a %rain o" !alt. SDui#oo N!er! :called +len!e a!ter!,; re%i!ter and create a pa%e :or +len!,; a#o$t an area o" intere!t and e(perti!e. &he !ite pro)ide! a loo!el' or%ani1ed te plate with cate%orie! that the len! a!ter can rena e and pop$late a! he or !he wi!he!, with no inp$t or editoriali1in% #' S8$idoo. 0t i! )er' arket "riendl'. ?ot onl' can an'one create a len! to pro ote e(perti!e, #$t ad)erti!er! can ali%n their pro otion! with !peci"ic topic!. Stu$%l U.on &hi! pop$lar !ocial #ook arkin% !ite, la$nched in 2002, !i pl' !tate! it! %oal a! #ein% a#le to +help people di!co)er intere!tin% or in"or ati)e we# content that the' wo$ldn2t ha)e tho$%ht to !earch "or., A $!er can !elect the cate%orie! o" intere!t and click +St$ #leI, #$tton to #e taken to rando !ite reco ended #' other e #er! in tho!e "a)ored cate%orie!. T'isN Et A !ocial !hoppin% !er)ice where e #er! can reco end "a)orite prod$ct! and help other to di!co)er little 3 known %e !.

Utt "< 0t! "a)ored plat"or i! the cell phone, which can #e $!ed to capt$re photo!, a$dio, )ideo, and te(t into a edia a!h$p that can #e cro!!3po!ted on pop$lar #lo%%in% !o"tware like Blo%%er, Word-re!!, &'pepad and &witter. ;isi%l Pat' 0t wa! #orn o$t " percei)ed weakne!! o" 4inked0n. 0n!tead o" li!tin% e)er' contact e8$all', Ji!i#le -ath pro)ide! !e)eral la'er! o" a""iliation and di""erentiation #a!ed on a e #er2! per!onal knowled%e o" a contact. ) l. 9ellowpa%e! S !ocial edia T 9elp. 0t contain! pro"olic e #er re)iew! o" re!ta$rant!, hair !alon!, ni%ht cl$#!, and an' other local e!ta#li!h ent "ro a "ew citie! in the N.S. onl' re%i!tered e #er! can po!t re)iew!, #$t tho!e re)iew! are !earcha#le and acce!!i#le #' an' )i!itor. Fillow 0t ha! !tri)ed to #eco e a re!o$rce where real e!tate a%ent! and ho eowner! can acce!! the kind! o" !tati!tic! and tool! to which onl' real e!tate a%ent! were once pri)'. C'a.t " 8: L a"nin( 3"o$ Con! "sations Secret< don2t j$!t li!ten to what c$!to er! !a' a#o$t 'o$. &he other topic! the' di!c$!! can 'ield !e% entation in!i%ht!. Secret3 pri)ate online co $nitie! o"ten need nothin% ore than re%$lar co pan' interaction to !ta' acti)e. Secret3 re%$larl' !ched$led online e)ent! keep co $nit' e #er! co in% #ack. Secret3 con)er!ation anal'!i! can re)eal new c$!to er! !e% ent!. ,'i/' /o$$unity is "i('t9 3 !$pport "or$ ! 3 !pecial intere!t %ro$p! 3 c$!to er co $nitie! 3 pri)ate co $nitie! S /" ts o3 su// ss 3know 'o$r %oal! 3 keep %ro$p! ! all 3 rein"orce the )al$e o" e #er!hip 3 Me #er!hip tactic! work in p$#lic co $nitie! too 3 #e aware that e #er!hip doe! in)ol)e !o e trade 3 o""!. 3 don2t #$ild #arrier! 3 learn "ro the !ocial network odel 3 h$ ani1e the interaction 3 &hi! i!n2t ea!' to do 3 a #etter tactic i! to reco%ni1e and cele#rate the co petence o" the "ew e plo'ee! who are reall' co itted to the e""ort 3 re e #er the +99<1, r$le :a#o$t one percent o" )i!itor! to p$#lic "or$ ! 99 percent o" the content. 3 in)ol)e the people who act$all' ake the prod$ct 3 don2t #e a control "reak 3 #e in)enti)e with 8$e!tion! 3 clo!e the "eed#ack loop 3 in)ol)e C3le)el e(ec$ti)e!

3 $!e incenti)e!, #$t !parin%l' 30n)ol)e e #er! in prod$ct de)elop ent 3 Mi( it $p :di!c$!!ion!, chat, we#ca!t, )ideo, photo! and the like; C'a.t " 0G& Basi/s o3 So/ial M #ia Cont nt Secret3 e)en #land content can #e ade intere!tin% i! approached in an ori%inal wa'. Secret< 'o$2re a p$#li!her now. &hink like one. Secret3 en%a%e don2t !ell3 Bitch the pitch Ca$.ai(n %asi/s 3 think lon% ter 3 !earch en%ine per"or ance central :opti i1e e)er'thin% "or !earch; 3 ake it h$ an 3 #e pa!!ionate, or at lea!t co itted Cos .' Ca""a%isH S /" ts o3 Con! "sation 3 %i)e credit where it2! d$e 3 ad it 'o$r i!take! 3 #e hone!t 3 lead the di!c$!!ion 3 e(plain e)er'thin% 3 reco%ni1e other people2! a$thorit' and e(perience 3 accept cha!ti!e ent %racio$!l' 3 ne)er ar%$e 3 #e willin% to learn 3 enco$ra%e the di!c$!!ion 3 ne)er co)er $p C'a.t " 00& Pi/1in( you" s.ots ?o atter what edi$ 'o$ $!e, there are "i)e e!!ential! con!ideration! in creatin% di!tincti)e content< /#jecti)e, topic, Joice, Approach, and Medi$ . /#jecti)e3 o#jecti)e !ho$ld precede !election o" co $nication tool. &opic3 "oc$! i! the ke' to !$cce!! in an' content initiati)e. .)en pop$lar topic! can #e addre!!ed di!tincti)el' #' )ar'in% )oice, approach, and edi$ . Joice3 choo!in% a di!tincti)e )oice i! the !in%le o!t i portant ele ent in di""erentiatin% content. Q$ ani1e the !ocial edia e(perience. Write in per!onal ter !. &ell !torie!. Approach3 it i! a#o$t packa%in%. &he an%le 'o$ take when creatin% an' kind o" content can ake a h$%e di""erence in reader!hip. Medi$ 3 toda' !ocial edia arketer! ha)e ore choice! than e)er #e"ore in decidin% how to en%a%e with an a$dience. 3 te(t$all' :#lo%!, co $nitie!, in!tant e!!a%in%; 3 a$di#l' thro$%h podca!t! and we#ca!t! 3 )i!$all' thro$%h i a%e! and )ideo! 3 all o" the a#o)e in !o e co #ination 3 C'a.t " 02& T llin( Sto"i s wit' ,o"#s an# I$a( s -ro"e!!ional writer! learn earl' in their career! that reader! re!pond to !torie!. Secret< write in pict$re! 3 write in "ir!t per!on

3 3 3 3 3 3 3 3 I$a( s 3 3 3 3 3 3

tell !torie! write like 'o$ !peak keep it #rie" cite !tati!tic! $!e )i!$al! keep headline! declarati)e alwa'! cite and link to !o$rce! in)ite re!pon!e! in)e!t in a %ood !in%le3len! re"le( ca era %et clo!e $p! e(peri ent with an%le! #e con!cio$! o" li%ht ditch the "la!h add people

Au#io -odca!t! are ore e""ecti)e in #3to3# arketin% than in #3to3c arketin%. &he opti al len%th o" a podca!t i! 1>320 in$te!. &hree #a!ic "or at! "or a$dio pro%ra in%< 1. pre!entation 2. U 5 A A. co3ho!ted Secret! o" !$cce!!"$l podca!t prod$ction< 3 choo!e an artic$late oderator 3 ha)e talkin% point!, #$t not a !cript 3 keep it #rie" 3 don2t2 o)er edit :let the !o$nd #e nat$ral; 3 $!e $!ic 3 "ill 0BA ta%! @ !et o" data "ield! that pro)ide in"or ation like the title, arti!t na e, de!cription and r$nnin% ti e :that2! how !earch en%ine! "ind 'o$; Jideo @ ake it co pellin% 3 a$thentic 3 entertainin% 3 inti ate 3 o""#eat 3 $n$!$al 3 C'a.t " 07& En(a( $ nt t'"ou(' Int "a/tion &he #e!t wa' to take ad)anta%e o" an interacti)e edi$ i! to enco$ra%e )i!itor! to contri#$te their own content. &hree pop$lar wa'! to %et the )i!itor! to contri#$te are< 1. Conte!t!3 the' work #e!t when the' ad)ance the $nderl'in% arketin% the e and le)era%e edia that are appropriate "or the prod$ct. &he ea!ie!t conte!t! are !i ple and cheap. Secret3 Conte!t! are !o e o" the ri!kie!t and o!t ti e3con!$ in% online arketin% tactic!. 2. 6a e! @ top !ocial network! pre!ent a tantali1in% opport$nit' to arket with %a e!. &he' are ore pop$lar with 'o$n%er a$dience!.

Secret @ onl' a#o$t > percent o" co p$ter %a e! ake a pro"it keep that in ind i" 'o$ con!ider arketin% with %a e!. A. Re)iew!3 !o e inno)ati)e "ir ! ha)e "o$nd that co ent!3e)en ne%ati)e one!3 can dri)e !ale!. Retailer! like &o'! R N!, Staple!, A a1on, Brook!tne and 4illian Jernon $!e c$!to er re)iew! to help c$!to er! ake ore in"or ed !election! Secret3 allowin% c$!to er! to re)iew 'o$r prod$ct! on 'o$r we#!ite enhance! credi#ilit' and i pro)e! c$!to er retention. Jiral )ideo 6i)e )ideo a ore ho e %rown "eel to pro"e!!ional! in concept! and !tor'#oardin%. Blendtec2! Jiral Jideo Secret!< 1. ha)e a plan 2. don2t "or%et "anc' A. #e creati)e with pro otion 7. plan "or !$cce!! C'a.t " 06& P"o$ot T'ys l3 +&he con!$ er ha! #eco e the #rand ad)ocate3 not the arketer., Carol Hr$!e, J-, %lo#al interacti)e arketin%, Coca3Cola. *ew tip! "or keepin% $p with the del$%e o" in"or ation< Blo%%er pro otion @ the!e new in"l$encer! are a potentiall' !i%ni"icant new con!tit$enc' "or p$#lic relation! e""ort!, and the' are the en%ine that dri)e! !$cce!!"$l )iral arketin% pro otion!. .n%a%e with the . Secret< treat #lo%%er! like ain!trea edia, #$t 'o$ don2t ha)e to treat e)er' #lo%%er e8$all'. N!e p$#licl' a)aila#le etric! to di!tin%$i!h le)el! o" acce!!. Secrte< 'o$ need to ha)e a written polic' on #lo%%er en%a%e ent, e)en i" 'o$ choo!e not to en%a%e. &he #lo%o!phere i! too #i% to i%nore. 4ittle pain, Mo!tl' %ain3 !endin% new prod$ct !a ple! to #lo%%er! can #e a cheap !o$rce o" word o" o$th arketin%. . .n%a%in% with in"l$encer!3 know !o ethin% a#o$t the in"l$encer! 'o$2re tr'in% to reach. Search en%ine! ake it "a!t and ea!' to look in"or ed. 3 know the in"l$encer 3 ha)e !o ethin% o" )al$e to %i)e 3 o""er help 3 $!e e(cl$!i)e! @ it2! ok to %i)e e(cl$!i)e! to #lo%%er! 3 in)ite "eed#ack3 in)itin% in"l$encer! into the de)elop ent proce!! i! the 8$icke!t wa' to ne$trali1e ne%ati)it' 3 "ollow $p /nline pro otion Secret< link#aitin% can work, #$t anal'1e tra""ic to #e !$re )i!itor! aren2t enterin% and lea)in% on the !a e pa%e. 0" the' aren2t in)e!ti%atin% the !ite, 'o$ aren2t %ainin% $ch. Fun#a$ ntals o3 Onlin P"o$otion 1. write "or !earch 2. $pdate o"ten A. "ile a !ite ap ake it look ore %en$ine. 0n)ol)e

7. $!e ta%! >. pro ote link e(chan%e! 6. cro!!3link within 'o$r own !ite! 7. !'ndicate e)er'where =. $!e #ook arkin% !ite! 9. pro ote link e(chan%e! 10. cro!!3link within whate)er !ite! 'o$ control 11. !'ndicate e)er'where 12. $!e !ocial #ook arkin% !ite! C'a.t " 0I& M asu"in( R sults /nline arketer! "ace a pardo(< the internet i! the o!t ea!$ra#le edi$ e)er in)ented, 'et the lack o" co onl' accepted etric! contin$e! to !t' ie arketin% initiati)e!. Metric! are "re8$entl' cited a! the #i%%e!t #arrier to arketer2! adoption o" online edia. Secret< Accordin% to new re!earch, the )a!t ajorit' o" acti)e 0nternet $!er! ne)er click on ad!. Secret< What etric! 'o$ choo!e are irrele)ant a! lon% a! all the !takeholder! a%ree on the choice. S ! n %asi/ st .s o3 any $ asu" $ nt ."o("a$: 1. 0denti"' the a$dience! with who 'o$ ha)e relation!hip!. 2. Be"ine o#jecti)e! "or each a$dience. A. Be"ine ea!$re ent criteria. 7. Be"ine 'o$r #ench ark. >. Select a ea!$re ent tool. 6. Anal'1e data, draw actiona#le concl$!ion! and ake reco endation!. 7. Make chan%e! and ea!$re a%ain. Secret< the o!t $!e"$l ea!$re! o" !$cce!! are o"ten intan%i#le, in)ol)in% "actor! like learnin% or te!tin% new idea!. .n)i!ion !$cce!! Social edia ca pai%n! need to allow "or the no)elt' and rapid chan%e o" the &oo $ch "oc$! on !hort ter etric! can !et $p a ca pai%n "or "ail$re. arket.

Secrte!< !ocial edia etric! need to incl$de acti)it' on other !ite!, which 'o$ o"ten can2t ea!$re. F w ta/ti/s t'at ! "y onlin $a"1 t " s'oul# % awa" o3: 3 N!e trackin% code! 3 N!e $ni8$e landin% pa%e addre!!e! 3 Bo$#le down on winner! 3 -a' attention !earch ter ! 3 Scr$tini1e repeat )i!itor! 3 Anal'1e )i!itor path! P "sonal 3a!o"it $ t"i/s o3 t' aut'o" 3 pa%e )iew! 3 ret$rnin% )i!itor! 3 pa%e! per )i!it

RSS !$#!cription! Re"errin% !ite! Search en%ine place ent! Search ter ! N w $ t"i/s $ "( 3 ?et pro oter Score3 the inde( i! calc$lated #' !$#tractin% the n$ #er o" $nhapp' c$!to er! "ro the n$ #er o" happ' c$!to er! in a %i)en !a ple. ?-S i! a %ood wa' to identi"' that pro#le e(i!t!, altho$%h not nece!!aril' the #e!t wa' to pinpoint the e(act pro#le . C'a.t " 0:& C l %"atin( C'an( +&he edia world ha! chan%ed ore in the la!t "i)e 'ear! than it ha! in the la!t >0 and it will chan%e at that rate a%ain in the ne(t "i)e 'ear!., 3 Wenda Qarri! Millard, pre!ident. Media, Martha Stewart 4i)in% / ni edia &he le%ac' o" one wa' co $nication that ha! de"ined #$!ine!! !ince the 0nd$!trial Re)ol$tion i! #ein% di! antled a! ethodicall' a! the Berlin wall. 0t will #e replaced #' a dialo%$e in which c$!to er!, the edia, !hareholder! and other in"l$encer2! e(pect to #e heard and heeded. Marketin% will onl' #e one pla'er in the!e con)er!ation!. 0n the "$t$re, e)er' potential contact point #etween a co pan' and it! c$!to er! will incl$de echani! ! "or !eekin% o$t and acco odatin% c$!to er "eed#ack. Marketin% $!t chan%e it! r$le!. 0t $!t rede"ine it! )al$e aro$nd !teward!hip o" the c$!to er. &ake action< &here are onl' two $npardona#le !in! in the c$rrent en)iron ent. /ne i! "ear. *ear not onl' !top! pro%re!! in it! track!, #$t wa!te! ti e and re!o$rce! in the pointle!! e(erci!e o" cha!in% the pa!t or hopin% that chan%e will j$!t %o awa'. &hat lead! to the $npardona#le !in, which i! inaction. &$ $lt$o$! chan%e create! %reat opport$nit' "or e(peri entation. When no one know! the ri%ht choice o" action, there i! )er' little down!ide to takin% chance!.

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